The document provides an overview of Valvoline Cummins Ltd., including its history, ownership structure, vision, values, and operations in India. It discusses Valvoline's distribution model and product portfolio in the motorcycle oil (MCO) segment. The presentation analyzes Valvoline's marketing strategies and products compared to competitors. It also outlines new retailer counters opened, best practices, areas for improvement, and recommendations to gain market share. Overall the document summarizes Valvoline's business operations and strategy in India with a focus on the MCO lubricant category.

1. Presentation
on
VALVOLINE CUMMINS LTD.
Date- 12/09/2012
By-SHABBIR AHMAD
Mob:- 09028144317
Email:-shabbirorai@gmail.com

2. Self Introduction
I am Shabbir Ahmad I belong to Orai in U.P.
I am studying “PGDM (Post Graduate Diploma in
Management)” from International School of Business & Media,
Pune.
I joined Valvoline Cummins Ltd. On 14/05/2012 as a trainee for
“Kanpur” area under the guidance of “Mr. Rahul Prasad (Area
Manager)”.

3. In this Presentation we will see
 Valvoline Company Overview
 Valvoline Distribution Model
 Lubricant overview
 Promotional Activities
 Overview Valvoline Activities
 The best Valvoline is doing in Market
 The wrong Valvoline is doing currently as per Market
 What should be the Valvoline Strategy to gain market Share according me .
 One activity of competition what I feel is the best in current scenario .
 Short Analysis of Market Mapping activity .
 Overall counters visits in your tenure
 Total no new counters opened by you, please do mentioned all dealer details .
 Valvoline product benchmark with Competition E.g. Champ 4T compete with
which
brand with Castrol ,ELF, Shell & Gluf.
 Prevailing price of Valvoline Products in July with other brands .

4. Valvoline Overview
History of the Company.
 Valvoline was founded by Dr. John Ellis who formulated a petroleum-based
lubricant in 1866 and trademarked the Valvoline name in 1873 in Binghamton,
New York at U.S.A.
 So we can proudly say that over Company Valvoline is in the Lubricant Market for
over 140 years.
Who owns Valvoline? Is it a public or private company?
 Valvoline is a business unit of public company Ashland Inc. (NYSE: ASH). Ashland
provides specialty chemical products, services and solutions for many of the
world's most essential needs and industries.
 Serving customers in more than 100 countries.
 It operates through five commercial units:
 Ashland Hercules Water Technologies
 Ashland Performance Materials
 Ashland Aqualon Functional Ingredients
 Ashland Consumer Markets (Valvoline)
 Ashland Distribution.

5. Valvoline In INDIA
In India, Valvoline Cummins Ltd, a Joint Venture between Ashland Inc., USA
and Cummins Sales & Services (India) Ltd ,a wholly owned subsidiary of
Cummins India Ltd. Is one of the India’s fastest growing lubricant marketer and
producer of quality branded automotive/industrial products. Products include
automotive lubricants, transmission fluids, gear oils, hydraulic lubricants,
automotive filters, specialty products, greases and cooling system products.
Valvoline also offers Car Brite car care products for automotive cleaning and
maintenance. We have come a long way since we started out operations in
India in 1998. We're a growing, dynamic company having base of 54 stock
points delivering products and services to 500 distributors for bazaar trade and
2945 institutional customers. In bazaar trade we approximate that our products
are available in more 15,000 retail counters across India.
Our vision is the guiding principal that we follow to deliver our quality
commitment to our customer by producing and delivering quality products
/services consistently through our state of the art blending and filling process
and thereby making their lives simpler.

6. Vision
To be known throughout the world for our premium products,
services and people.
 Values
To value each person for the difference they make
To compete to win
To act with unyielding integrity and honesty
To deliver results
To pursue change with growth opportunities it brings
 Mission
To be amongst the Top three Brands in the market

8. Organization Hierarchy
Managing Director
C.E.O
Vice President
State Head/Area Manager
BM/TBM/Sales Officers

9. Distribution Model
Company
Stock Points
Distributor
Retailer/Dealer
Customer

10. Lubricant Overview in MCO segment
Entry Level Product
Champion 4T 20W40, API SL JASO T903
A. Blended with selective base oil
B. Unmatched engine, clutch & gear performance
C. Recommended for Bajaj, HH, TVS, Yamaha
D. Available Packs – 900ml, 1, 50 & 210 Ltrs.
E. DLP – 169 (900ml) ,184 (1l)
F. MRP – 225(900ml) , 245 (1l)

11. Popular Product
Champ 4T 20W40, API SM JASO T903
A. Synthetic blend
B. SM Grade oil (highest grade in the industry)
C. PBM technology
D. Recommended for Bajaj, TVS,HH,Suzuki,Yamaha,
LML & all other makes
E. Available Packs – 900ml,1, 50, & 210 Ltrs.
F. DLP – 207 (900ml) , 225 (1l)
G. MRP – 260 (900ml) , 280 ( 1l)

12. Premium Product
4T Premium 20W50, API SM JASO MA2
A. Synthetic blend
B. SM Grade oil
C. PBM technology
D. Best for 150 or more cc bikes
E. Recommended for Bajaj,HH, TVS, Yamaha
F. Available Packs - 1.0 Ltr
G. DLP - 280
H. MRP - 350

13. SynPower 4T 10W30, API SJ JASO MA
A. 8% fuel saving with ultimate synthetic
technology
B. Developed on HMEOC for fuel saving
C. It is best for Hero Honda bikes
D. Available Packs – 900ml
E. DLP – 260
F. MRP - 320

14. Competition Analysis with different mco brands
 Castrol Activ 20W40, API SL
a. DLP- 219(900ml), 233(1l)
b. MRP- 250(900ml), 266(1l)
Castrol Power1, 4T SAE 15W40
a. Exceeds requirement of API SL & JASO MA-2 Std
b. Power release formula
c. Trizone technology
d. DLP - 306(1l)
e. MRP- 350(1l)

15. Gulf Pride 4T Plus 20W40 API SL
a. DLP - 206(900ml) , 225(1l)
b. MRP - 248(900ml) ,270(1l)
c. Rs 10 cash coupon in the box
Gulf Pride 4T Plus 10W30 API SL
a. DLP - 170
b. MRP – 219
c. Rs 30 cash coupon in the box

16. Shell Advance AX5 20W40 API SL
a. DLP- 210(900ml), 222(1l)
b. MRP- 255(900ml), 269(1l)
c. Cash coupon of Rs 10 on box which is converted in double and rest 20, 50,
100 remains same
d. Cash coupon of Rs 50, 100, 500, 1000 by scratching on cartoon or some
time whole cartoon
Shell Advance AX7 10W40 API SL
a. DLP- 270
b. MRP- 341

17. Elf Moto 4 Gold 20w40
 Exceeds SM grade techonology
 Cash Coupon of 10 & 10+
 DLP-205 (900 ml), 220 (1 Ltr)
 MRP- 246 (900 Ml), 278 (1 Ltr)
 Cartoon Scheme

18. Competition Analysis of Champ 4T
with other Brands
Valvoline Castrol Active Elf Moto 4
Gulf Pride 4T Shell Advance
Champ 4T 4T Gold
DLP (900 ML) 207 206 219 205 210
MRP (900 ML) 260 248 250 246 255
DLP (1 LTR) 225 225 233 220 222
MRP (1 LTR) 280 270 266 278 269
Grade SM SL SL SM SL
Coupon 25 flat 10 NO 10 &+ 20
Cartoon
Scratch
Dealer Scheme No Case Scheme Run Scheme Scratch
Scheme
Scheme

19. Valvoline Promotional Activities in MCO Segment
A. One day special MCO scheme(Ek Din Ka Sikander)
B. Mechanic flat coupon of Rs 25 in Champ 4T
C. Pasting stickers, hanging banners & balloons
D. Dealers meeting
E. Mechanic meeting
F. Canopy Program
G. Making Bike Xperts

20. Best Activities of Valvoline according to market
A. Running schemes timely i.e. silver scheme, Bees ka dum
B. Cash Coupon of Rs25 inside the box for mechanics in Champ
4T
C. Top quality of oil in Champ 4T i.e.; SM grade which is highest in
the industry.
D. Distribution of big and exciting prizes during dealers meeting

21. Negative feedback from the market
A. Increasing price every month
B. Communication in advance if there is change in any schemes
C. Commitments are not fulfilled in a given time period
D. Dealers want small prizes in large number to cover maximum
people during schemes
E. Gifts should be deliver in time so that it does not loose its
importance
F. They always wait for jersey and boards

22. Strategy to gain market share
A. Differentiate product and services
B. Prices should not be fluctuating
C. Efficient promotional strategy
D. Define product from customer point of view
E. Schemes should be such which satisfy both retailer as well as mechanics
F. Schemes such as activation of new retailers and they should consistently purchase minimum
quantity of 50Ltrs/month for 3 months then the DSR will be rewarded by an amount of
300/activation this activity will definitely work in increasing the sales and motivate our DSRs

23. Best marketing activity in current scenario is
Advertisement
 For advertisement we have to do following things
A. To make branded bike point
B. Canopy activity
C. Customized branding
D. Visibility at retail with standby
E. Branding on & inside the transports
F. Adds in media, newspaper &
magazines

24. One Activity of Competition
 In Champ 4T giving Rs 25 Coupon for mechanics is the
highest in the industry and I feel that it really helped me in
obtaining new customers retaining the existing one.

25. Short Analysis of Market Mapping
Total No. of Counters Total No. of New Counters
168 12

26. Description of the New Counters
1. Jagmag Auto Sales
Retailer Near Bakal Bank Bakarmandi
Mr. Ahmad 9307816647
2. Waris Auto Centre
NFW 103/5 A Bakarmandi
Mr. Waris 9336563173
3. Globe Auto Parts
Retailer Shop No. 3 Bakarmandi
Mr. Manoj 9839991162
4. Sahni Auto Mobiles
Retailer Shop No. 22 P Road
Mr. Surrendra Singh 9336141856

27. 5. Minto Hero Honda Workshop
NFW Shop No. 36 H.S.J.S Market P Road
Mr. Minto 7499357585
6. Gagan Two Wheeler Clinic
NFW Plot No. 78 Main Road Barra 2
Mr. Sarvesh 9839641688
7. Tripti Motors
Retailer Pila Pul Govind Nagar
Mr. Karan 7275731941
8. Sudhir Auto WorkShop
NFW 104/A/2 Rambagh
Mr.Sudhir 9838696930

28. 9. Sahu Auto Spares
Retailer Shop No. 21Murry Company Bridge Mall Road
Mr.Sahu 9889051099
10. National Auto Centre
NFW Beside Kulwanti Hospital
Mr. Bablu 9919416523
11. Maa Durga auto Mobiles
Retail Near Rainbow Chok, Nawabjang
Mr. Anil Kumar 9369166907
12. Shri Bajrang Automobiles
Retailer Vikas Nagar
Mr.Arvind 9839762130

29. Questions and
Queries.