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Castrol

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Published in: Business, Automotive
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Castrol

  1. 1. RURAL MARKETING MANAGEMENT UTKARSH PRATAP SINGH-143 Engine Oils Castrol & Servo
  2. 2. AGENDA <ul><li>Overview </li></ul><ul><li>Project Information </li></ul><ul><li>4A’s & Marketing Mix </li></ul><ul><li>Consumer Interactions </li></ul><ul><li>Customer Buying Behavior </li></ul><ul><li>Suggestions </li></ul>
  3. 3. Overview <ul><li>A largely fragmented market with small and big players. However, Market share is enjoyed by only a few big players </li></ul><ul><li>Engine oil in rural India are used in 2-wheelers, heavy vehicles(trucks and tractors), light commercial vehicles (tempos and passenger vehicles), and farming equipments (water pumps) </li></ul><ul><li>Market Share </li></ul><ul><ul><li>Castrol: 25%, Servo: 20% </li></ul></ul><ul><li>Volume growth is stagnating due to longer lasting lubricants </li></ul><ul><li>Challenges to the growth of the segment are </li></ul><ul><ul><li>Low literacy/Unawareness </li></ul></ul><ul><ul><li>Low distribution network </li></ul></ul>
  4. 4. Project Information <ul><li>Who? </li></ul><ul><ul><li>2-wheeldrivers, truck drivers, tempo drivers, mechanics </li></ul></ul><ul><ul><li>Around 50 motorbikes, 2 tempos and 3 Jeeps in that area </li></ul></ul><ul><ul><li>Many trucks in the area </li></ul></ul><ul><li>What? </li></ul><ul><ul><li>Preferences with respect to purchase of engine oils </li></ul></ul><ul><li>Where? </li></ul><ul><ul><li>Wada village, District: Bhivandi </li></ul></ul><ul><ul><li>Petrol pumps </li></ul></ul><ul><ul><li>Retail outlets </li></ul></ul><ul><ul><li>Authorized service stations, Garages(mechanics) </li></ul></ul><ul><ul><li>Rural and agricultural dealers </li></ul></ul><ul><ul><li>Wholesale distributors </li></ul></ul>
  5. 5. 4 A’s <ul><li>Availability </li></ul><ul><li>Retail outlets, Haats, Petrol Pumps, Hand carts etc. </li></ul><ul><li>Affordability </li></ul><ul><li>Comes in affordable packs of 10 to 15 rupees </li></ul><ul><li>Acceptability </li></ul><ul><li>90% of the consumer use Castrol as their choice </li></ul><ul><li>Awareness </li></ul><ul><li>people are less aware about the other brands like, Redline, AMSOIL, and Royal Purple, Shell Lubricants, Chevron but every one knows CASTROL </li></ul>
  6. 6. Marketing Mix 4P’s <ul><li>Product </li></ul><ul><li>Engine Oil, Greece, Dry Lubricants </li></ul><ul><li>Price </li></ul><ul><li>Different prices as per size and quality </li></ul><ul><li>Place </li></ul><ul><li>Used all over India, has market share of over 30% </li></ul><ul><li>Promotion </li></ul><ul><li>tie up with ITC-E chaoupal, Godrej Adhar, Reliance India </li></ul>
  7. 7. <ul><li>Mohan Karande- Motorbike Owner </li></ul><ul><ul><li>I have been using Castrol for 3 yrs </li></ul></ul><ul><ul><li>I tried Servo for a while but my mechanic suggests me to use Castrol </li></ul></ul><ul><ul><li>I will switch the brand if offered a lower price </li></ul></ul><ul><ul><li>Companies do not offer promotions and discounts </li></ul></ul><ul><ul><li>Would prefer a shop in the village </li></ul></ul><ul><ul><li>1 ltr pack lasts me 3 months </li></ul></ul>Interviewee 1
  8. 8. Interviewee 2 <ul><li>Bhim Rao- Tractor Driver </li></ul><ul><ul><li>I have been using Castrol for 10-15 yrs </li></ul></ul><ul><ul><li>I use it because it was suggested by the mechanic and it is of good quality </li></ul></ul><ul><ul><li>I will switch the brand if offered a lower price </li></ul></ul><ul><ul><li>Companies have stopped offering promotions and discounts </li></ul></ul><ul><ul><li>A good oil is one that is long lasting and gives a powerful sound </li></ul></ul>
  9. 9. <ul><li>Sachin Jadhav- Tempo Driver </li></ul><ul><ul><li>I have just bought this tempo and I don’t know which oil has been used </li></ul></ul><ul><ul><li>I plan to buy Servo in future because passenger cars use it </li></ul></ul><ul><ul><li>I remember Rahul Dravid in the Servo ad though that is not the reason for purchase </li></ul></ul><ul><ul><li>I hope companies offer promotions and discounts and reduced prices </li></ul></ul><ul><ul><li>A good oil is one which gives good engine power </li></ul></ul>Interviewee 3
  10. 10. Customer Buying Behavior <ul><li>Factors influencing buying behavior </li></ul><ul><ul><li>Environment (e.g. electric equipments) </li></ul></ul><ul><ul><li>Geographical influence(e.g. HMT watches) </li></ul></ul><ul><ul><li>Family </li></ul></ul><ul><ul><li>Economic factors </li></ul></ul><ul><ul><li>Place of purchase </li></ul></ul><ul><ul><li>Creative use of products </li></ul></ul><ul><ul><li>Cultural factors </li></ul></ul><ul><ul><ul><li>Product </li></ul></ul></ul><ul><ul><ul><li>Social practices </li></ul></ul></ul>
  11. 11. Continued.. <ul><li>3) Key Consideration </li></ul><ul><ul><li>Price </li></ul></ul><ul><ul><li>Pick-up </li></ul></ul><ul><ul><li>Increase in Engine life </li></ul></ul><ul><ul><li>Powerful engine sound </li></ul></ul><ul><ul><li>Long lasting </li></ul></ul><ul><ul><li>Lubrication </li></ul></ul><ul><ul><li>Seal </li></ul></ul><ul><li>4) Price Sensitivity </li></ul><ul><ul><li>Highly price sensitive consumer who would switch brands if offered a more competitively priced quality product. </li></ul></ul><ul><ul><li>Affordable Packaging </li></ul></ul><ul><li>2) Key Influencers </li></ul><ul><ul><li>Direct </li></ul></ul><ul><ul><li>Mechanics </li></ul></ul><ul><ul><li>Decision makers in the family </li></ul></ul><ul><ul><li>Indirect </li></ul></ul><ul><ul><ul><li>Television and print ads. </li></ul></ul></ul><ul><ul><ul><li>Brand ambassadors </li></ul></ul></ul><ul><li>1) Brand Awareness </li></ul><ul><ul><li>Aware of brands like Castrol and Servo </li></ul></ul><ul><ul><li>Low top of the mind recall </li></ul></ul>
  12. 12. Suggestions <ul><li>Segmentation </li></ul><ul><ul><li>Quality conscious consumer </li></ul></ul><ul><ul><li>Price conscious consumers </li></ul></ul><ul><ul><li>Both </li></ul></ul><ul><li>Educate the consumers about the importance of using a </li></ul><ul><ul><li>good quality engine oil in a vehicle that is an expensive investment. Low quality could reduce life </li></ul></ul><ul><li>The company should tie up with a few tractor manufacturers to push the product </li></ul>
  13. 13. <ul><li>Expand distribution network </li></ul><ul><ul><li>Retail outlets/stalls in villages </li></ul></ul><ul><ul><li>Establish vehicle service centers in villages </li></ul></ul><ul><ul><li>Trade launches </li></ul></ul><ul><ul><li>Delivering the product at the door step </li></ul></ul><ul><li>Strengthening the relationships with the mechanics, a strong influencer </li></ul><ul><ul><li>Mechanic and retailer meets </li></ul></ul><ul><ul><li>Discount offers </li></ul></ul><ul><ul><li>Highest sale contests and rewards </li></ul></ul><ul><li>Reward based programs for customers </li></ul><ul><ul><li>Loyalty programs </li></ul></ul><ul><ul><li>Discount offers </li></ul></ul><ul><ul><li>Schemes-freebies </li></ul></ul><ul><ul><li>Direct interaction with Consumers </li></ul></ul>Continued..

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