Castrol Rm Presentation

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CASTROL: INITIATIVES TO INCREASE RURAL

FOOTPRINT

Srijit Chatterjee (C-61)Ankit Gupta (G-06)

Amity Business SchoolCASTROL

• Castrol in india DATES BACK to 1910 when certain automotive lubricants from C C wakefield & company made an entry in the indian market. In 1919, C C wakefield & company set up its first overseas branch office in india and commenced operations as a trading unit.

• The second largest player in the indian lubricant industry and is the market leader in the retail automotive lubricant segment. Castrol india is part of the BP group worldwide

Amity Business SchoolIndian rural automobilelubricant market

• Huge potential for growth• Large increase in automobile ownership• Change in engine technology• Infrastructure growth• Demand for automotive services• Overall economic activity

Amity Business SchoolOperation attack

• Castrol CRB had been relaunched with a heatproof formula. RC&M designed Operation Attack to enable Castrol to gain market share for the relaunched engine oil

• The campaign was rolled out in two phases. The first phase involved a live technical demo of the product and the second was a film called Jai Kisan

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• As part of the live demo, two pistons, one with ordinary engine oil and the other with Castrol CRB Plus, were put to work side by side. A thermometer was fitted to measure the temperature within the piston. Ordinary engine oils evaporate when the piston reaches a temperature of 300 degrees, but with Castrol CRB Plus, the piston remained coated with a layer of oil even at that temperature.

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• The film, Jai Kisan, was screened at various places, after which there was a question and answer session.

• RESULTS: Reached 150000 farmers across 65 districts in India.1500 shows in 90 days by 5 demonstration trucks.Top of Mind Awareness of CRB plus by 12.1%.16% increase in overall market share in different markets.

Amity Business SchoolEducating rural customerson advantages of CRB

• Castrol had introduced synthetic technology in the engine oil .

• For Castrol CRB Plus consumers, ‘Synthetic’ was an unknown technology

• An Agriculture Modernization Programme for tractor owners was created by Castrol to educate farmers on appropriate tilling techniques for a better yield besides making them aware that by using CRB plus they can enhance the life of their tractor.

• CHALLENGES FACED: identification of core consumers, prioritizing & mapping markets

• Non-availability of tractor owners’ data at village level

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• Company’s sales data was used to prioritize states. Using Lincompass, a Castrol Market Potential Index (CMPI) was developed for the selection of most potential districts in priority states. Then to create CMPI for the districts, a multivariate correlation analysis was done to understand the brand sales affinity with 256 socio-economic parameters. Out of 432, top 110 districts (contributing 56% of total sales and 61% of tractor owners’ universe) were then selected for the campaign. Result: A 94% accuracy level was achieved in estimating the number of tractor owners per village. What’s more, an immediate impact was observed in the campaign areas – 18% incremental sales (as per company’s local dealer’s sales report).

Amity Business SchoolOEM Partnerships With Major Automobile Manufacturers

• Tata Motors - Commercial Vehicles Division• Tata Motors - Passenger Car Division• Mahindra & Mahindra - Farm Equipment Sector• Maruti Udyog Limited• JCB India Limited

Amity Business SchoolCSR INTIATIVES

• Bandiya: helped recover villages after the Gujarat earthquake

• Joint venture with Tata power to provide solar energy in Karnataka

• Promoting road safety to drivers

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• Associating with sports: Castrol Cricket Index

• Sponsors of Fifa World Cup 2010• Castrol car care points and pit stops for

bikes.

Amity Business SchoolKHABARGAR• One-stop transport point of castrol where there

are internet facilities, libraries and bulletin boards that display change in rates,

• Roads that have been temporarily shut down and other relevant information for transporters

• They are also planning to set up rest rooms and refreshment centers so that the target audience spends extended hours of time in such key communication points

• They are looking at making such initiatives a unique communication and helpline centre for the transport industry 

Amity Business SchoolPRIMA ZONA• These service stations will demonstrate the

complete experience of visiting a car factory for the vehicle owner right at the workshop.

• Deliver a complete ambience and orderliness of a typical factory-like environment. 

• Effort to build a lasting relationship with the consumers at the service stations

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THANK YOU