Branding of Total Lub Oil

8/9/2019 Branding of Total Lub Oil

1/19

DEVELOPING

BRAND EQUITY

IN MY ORGANIZATION:

TOTAL LUBRICANTS


2/19

Presented For:

Dr. Razia Begum,Professor,Department Of Marketing,University of Dhaka.

Presented By:

Taslim Ahmed,ID# 40814016,

Department Of Marketing,University of Dhaka.


3/19

THE ORGANIZATION

Bangladesh Petroleums & Lubricants is the local partner of world

famous Total Lubricants" since 2003. This product is formulated in Franceand blended & packed in Singapore. Bangladesh Petroleums & Lubricantsoperates the marketing activities of this product in Bangladesh with the help ofPadma Oil Company Limited (POCL), One of the subsidiaries ofgovernment owned BPC (Bangladesh Petroleum Corporation). POCL buyslubricants from the company and supplies to their 480 petrol pumps around thecountry. There are 15 warehouses and 9 sales office for Total Lubricants

around Bangladesh, with the collaboration of POCL.

Total is a leading multinational energy company with nearly 1,00,000employees and operations in more than 130 countries. Exploration andproduction activities in 41 countries, Producer in 29 countries. Together with itssubsidiaries and affiliates, Total is the fifth largest publicly-traded integrated

international oil and gas company in the world.

Total engages in all aspects of the petroleum industry, including Upstreamoperations (oil and gas exploration, development and production, LNG) andDownstream operations (refining, marketing and the trading and shipping ofcrude oil and petroleum products). Total is also a major actor in chemicals (baseand specialty chemicals).


4/19

TOTAL LUBRICANTS: THE PRODUCTS

AUTOMOTIVE:

ENGINE OIL:PETROL/DIESEL/CNGGEAR & TRANSMISSION OILBRAKE & CLUTCH FLUIDCOOLANT

INDUSTRIAL:

HYDRAULIC OILREFRIGERATION OILHEAT TRANSFER OILGAS ENGINE OIL

STEAM CYLINDER OILTURBINE OILTRANSFORMER OILCUTTING OILGREASES


5/19

THE WAREHOUSES

1. Chittagong (Main

Installation)2. Dhaka (Godnail)

3. Dhaka (Paribag)

4. Khulna

5. Parbortipur

6. Rangpur

7. Rajshahi8. Baghabari

9. Natore

10. Barisal

11. Jhalokathi

12. Chandpur

13. Ashugong14. Sylhet

15. Shreemongal


6/19

THE SALES OFFICES

1. Dhaka

2. Chittagong

3. Khulna

4. Bogra

5. Rajshahi

6. Rangpur

7. Barisal

8. Sylhet

9. Comilla


7/19

THE SOURCES OF BRAND EQUITY

Brand Awareness: Customers have well Brand

Recognition and Brand Recall Performanceregarding the Total brand. When customers goto the store they are able to remember thebrand.

The consequences of such Brand Awareness are:

Learning AdvantageConsideration Advantage &Choice advantage

More Awareness can be established about Totalbrand by increasing familiarity, reinforcing the

brand visually or verbally and using shockadvertising.

Brand Image: A positive brand Image iscreated by marketing programs that link strong,favorable and unique associations to the brand inmemory.


8/19

THE BRAND ASSOCIATIONS

The Brand associations regarding Total Lubricants are:

Good quality with quality base oil and additives.Dependable and reliable performance of the product.Competitive pricing.Attractive, convenient and secured packages of theproduct.Greater availability of the product around the country.

Wide range of products from automotive to industrialpurpose.

The Strength of Brand Associationsof Total productis high by means of past experience, price, quality andpersonal recommendation.

The Favorability of Brand Associations of this brand isalso good to customers as they found the brand associationsare Relevant, Distinctive and Believable. Here is a goodblend of Desirability and Deliverability.

The Uniqueness of Brand Associations is not so much

present for Total brand products.


9/19

FRAME OF REFERRENCE FOR

BRAND POSITIONING

The Target Market: Customers those requiredlubricating oil for Industrial and Automotivepurpose.

The Main Competitors: Mobil, BP, Castrol,Caltex, Shell

The Brand Similarity: All are lubricating oilsbrands.

The Brand Difference:Total Lubricants doesnot blend or pack their products (in containerand carton) in Bangladesh like many other brand

do.


10/19

THE BRAND ELEMENTS FOR TOTAL

Brand Name:The brand name Total is a suggestive one, it suggest a

benefit or function. The whole range of lubricants is available in the TotalLubricants.

Logos/Symbol: An attractive and colorful logo is present in the brand.

URL: A global Uniform Resource Locator (URL) is available for the brand aswww.lubricants.total.com

There is no effective Brand Mantra and Slogan/Jingles for this brand. Thereis no presence of characters or spokespeople also. To strength the brandequity characters, mantra or slogans can be introduced to the brand.


11/19

THE BRAND ELEMENTS FOR TOTAL

Packaging: Packing is available in 1 Litre,

4 Litre and 5 Litre for can. The colors ofcontainer are Ash, White, Silver, Golden,Blue, Green etc. Packing is also available in15 Litre Pale and 200 Litre barrel dependingon the product. The carton for can issuitable for carrying as the weight limit is15-25 Litre.


12/19

MARKETING PROGRAMS

Personalized Marketing:For Total Lubricants,

only experiential marketing is followed. Such asfor the product QUARTZ 3500 consumers enjoythe experience of strawberry fragrance.

There is a little chance for one-to-onemarketing and permission marketing for thebrand.

Perceived Quality & Value: This brandensures all the dimensions for product qualitysuch as Performance, Features, Conformancequality, Reliability, Durability, Serviceability

and Style & Design. There are very littlecomplaints from the end users regarding theperceived quality.


13/19

MARKETING PROGRAMS

Relationship Marketing: Relationship marketing

is necessary for more holistic ,personalized brandexperience to create stronger consumer ties.Mass customization is not possible for lubricantsproducts. But After marketing and LoyaltyProgramsare done for the Total brand by thecompany.

After Marketing: Periodical testing of theproduct, compensation for any delivery relatedloss for the customers, effective communicationetc.

Loyalty Programs: Sophisticated and updated

database for the effective consumers, Takingsuggestions and complaints from the topcustomers, Sending the loyal customers specialoffer and invitation etc.


14/19

PRICING:

In general, an effective value pricing strategy

should strike the proper balance among thefollowing:

Product Design & Delivery: The products ofTotal Lubricants are multi grade and directlyimported from Singapore. The cost of delivery tothe customers around the country is also borne by

the company itself.

Product Cost: There is no manufacturing,blending or packaging plant in Bangladesh for thebrand. So, there is no option to lower the cost forthe company.

Product Price: This is the premium over productcost and company follows the consumersperception about price and the other competitorsstrategy. Consumers are very much price sensitiveregarding such brands.


15/19

CHANNEL STRATEGY

Direct Channel: Lubricating productsare sold to prospective customers

directly from the company by phone,mail, fax and in person visit.

Push & Pull Strategy (IndirectChannel):The company, BangladeshPetroleums & Lubricants ,providesslotting allowance, introductory deals

and postponed billing to the retailersand dealers.

There is no application ofRetailSegmentation and CooperativeAdvertising in Channel Support in the

company for the Total brand.

Padma Oil Company Ltd (POCL) servesthe company as an effective Marketing& Distribution channel as they supplyTotal Lubricants to their fillingstations throughout the country.


16/19

MARKETING COMMUNICATIONS:

Bangladesh Petroleums & Lubricants

follows several marketing communicationprograms for Total Lubricants

Direct Response Advertising: Mail,telephone.

Place Advertising: Posters, Product

Placement, Point of Purchase, Shopsignage.

Trade Promotions: Point of Purchasedisplay allowances, Dealer Incentives,Training programs etc

There are lacking in many sectors of IMCfor the company like media advertising,online advertising, event marketing &sponsorship. Improvement of these IMCsectors will enhance the Brand Equity ofTotal brand.


17/19

PROMOTIONAL ITEMS


18/19

THE POWER OF THE BRAND: TOTAL

In general, an effective value pricing strategy

should strike the proper balance among thefollowing:


19/19

THANK YOU

Documents

Branding of Total Lub Oil