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8/8/2019 Castrol Dimensions Vol2 2005
1/20
Web Site Changes forHeavy-Duty Users
Case Study:Glenn O. Hawbaker, Inc.Extends Life ofHeavy-Duty Equipment
Castrol GTX Prevents
Sludge Formation
Funkmaster FlexBrings Attentionto Castrol SYNTEC
John Force SupportsCastrol Tection Extra
Loyalty ProgramYields Big Returnsfor Car Dealers
Free Newslettersand Online Loyalty
Clubs Inform andReward Consumers
PC-10 Update
Offering insight into your
lubricants, maintenance
practices and the heavy-duty
and consumer marketplace
volume 2 2005
Dimensions
Customer service
and industry-leadingmarketing programs bringCastrol products to themarketplace in a big way
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|2|dimensions
3Speak Up,We Are Listening
4Castrol Hypuron SGoes Above and
Beyond the Callof Heavy Dutyfor Glenn O.Hawbaker
6Castrol GTX isthe Answer toSludge Problemsin an Engine
8Big Names,Big Cars andBig Returns for
Castrol SYNTEC
10Castrol Tection
Extra Gets theJohn ForceRace Team tothe Starting Line
12Loyalty ClubsHelp DealersRetain Customers
14Web-BasedMarketing TiesIn Consumer
insideevery issue17 News & Events
Company News
18 PC-10 Update
19 NHRA Race
Schedule
19 Trade Show
Schedule
Castrol Heavy Duty Lubricants Name Changes To BP Lubricants USA Inc.
Effective January 1, 2005, BP Lubricants USA Inc. plc merged Castrol Heavy Duty Lubricants Inc.
and Castrol North America Inc. to form a new, integrated entity, BP Lubricants USA Inc. This name
identifies Castrol as a brand within the BP Group, one of the worlds largest energy companies with
a family of brandsincluding Castrolthat are recognized and respected in markets worldwide.
Previously, Castrols consumer and commercial operations existed as separate businesses and distinct legal
entities. Bringing together the product portfolios, people and experience of both businesses will allow
Castrol to better meet its customers needs as well as facilitate further improvements in operational efficiency.
This name change will not impact the consumer branding of Castrols products, which will continueto reflect the proud heritage, and future aspirations, of one of the worlds great brandsa brand
that is determined to be the undisputed leader in the global lubricant market.
Much of the past, present and future success of the Castrol brand lies in its relationships. Castrol strongly believes
that progress is best achieved by working in partnership with its customers to develop its products and services.
in this issue
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BP Lubricants USA Inc. recently took some customer
feedback and put it to good use on its Web site.
In October 2004, the company took on the project
of consolidating its BP Lubricants commercial and consumer
Web sites into a one-stop, user-friendly platform that wouldcentralize product and company information. When the
company introduced the new site, one area was particularly
confusing to heavy-duty customers.
We separated consumer and commercial products on the
Web site into sections titled For You and For Your Business,
said Denise Ford, who headed up the Web marketing at the time.
The business part was then sub-divided into product listings
for on-road and off-road equipment. When the site went live,
we started getting feedback from customer service that it was
taking a long time for commercial customers to find the product
information they were seeking. We immediately took steps to
rectify this situation.
After meeting with customer service representatives, Ford and
her team decided to eliminate the on- and off-road product
categories in favor of one product list grouped by type of fluid.
When you enter the For Your Business part of our site, there
are links to different fluid types along the left side of the page,
explained Ford. Commercial customers can choose engine oils,
transmission fluids, greases, etc. and receive a complete list of
our products that fall into those categories for all heavy-dutymarket segments. There is also a link for General Products,
which contains a complete alphabetized product list.
Many companies have both on- and off-road equipment so
this new format eliminates product duplication and saves time
when accessing the Web site. Ford reports that the changes
have made a difference.
We will continue to take feedback on the Web site and
make upgrades as necessary, continued Ford. We want
our customers Web experience to be a positive one so they
continue to visit our site regularly.
BP Lubricants USA Inc.s products and services can be found
on the Web at www.castrol.com/us.
LISTENING
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Speak Up,We Are
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Recently, Glenn O. Hawbaker, Inc. (GOH), a Pennsylvania
heavy duty construction company, teamed up with BP
Lubricants USA Inc. and acted as a beta tester for one
of the most in-depth analysis of the effects caused by laboring
a heavy duty vehicle for over 24,000 hours. The model chosen
for the mission a Caterpillar 970F wheel loader owned and
operated by GOH. The independent variable Castrol Hypuron S
15W-40, a high-performance partial synthetic diesel engine oil
designed for heavy duty engines. The prediction minimal wear
and tear due to the performance of Castrol Hypuron S in eventhe most extreme circumstances.
Blended with a precisely selected partial synthetic base
stock, Castrol Hypuron S is formulated to extend drain
intervals while providing consistent protection and superior
performance for engines.
Castrol Hypuron S exceeds the challenging specifications of
multiple engine manufacturers, surpassing the ideal performance
requirements for both Mack and Caterpillar with its unmatched
progressive formulation. Through this study, the oil was tested
to protect against wear and tear while reliably performing under
the intense circumstances surrounding the heavy duty aggregate
and construction field.
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Glenn O. Hawbaker, Inc.'s - Pleasant Gap Campus consists of five different operations including Central Valley Asphalt, Central Valley Aggregates,
the Maintenance Facility, the PG Wash Plant and the new Pleasant Gap Materials & Operations Center. This campus provides the resources,
manufacturing capabilities and logistical prowess for the company to reach job opportunities extensively throughout the center region.
Castrol Hypuron S Goes Aboveand Beyond the Call ofHeavy Duty
For Glenn O. Hawbaker
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Other variables incorporated in the study: Castrol Dieselall Plus, a heavy duty engine oil that offers
superior soot control, guards against piston deposits and resists viscosity loss; and Castrol Trans C,
a transmission drive train oil designed specifically for transmission, wet disc brakes and final drives.
After the Cat 970F had been worked for 24,188 hours, Cleveland Brothers Caterpillar and Lubrizol
a fluid technology company concentrating on high performance chemicals systems and services for
industry and transportation completed a full tear down of the critical components to investigate the
wear and tear and determine what life was left in the vehicle. Studies showed that after over 24,000
hours the machine was in incredible shape for the amount and type of labor paying tribute toCastrol Hypuron S in extending drain intervals while maintaining protection, performance and
minimizing wear and tear.
Behind Hawbaker
For over fifty-three years Glenn O. Hawbaker (GOH) has strived and succeeded at providing their
clients with reliable and quality service. As an employer of over 1,000 people across Pennsylvania
and into parts of New York State, GOH encourages their staff to work as a team to achieve product
and process improvements that meet and exceed customers expectations. As a part of the
community, actively supporting its growth and improvement, GOH challenges their team to increase
their skills, leadership, and self-worth, personally and professionally.
Dedicated to being the contractor of choice in our target markets,
GOH associates rank among the best and most productive in the
construction and aggregate production industry. GOH provides
public and private construction service in a variety of applications
including: site development, asphalt paving, road construction,
material production, utility work, and concrete work. As well as
providing services, GOH owns and operates aggregate facilities
and asphalt plants that produce raw materials and prepares these
materials for the construction industry.
In addition to priding their company on their extensive service
capabilities and specialized staff, GOH focuses heavily on the
maintenance and conservation of another livelihood of the
company the equipment. As a heavy duty construction
company, GOH owns and operates over 1,000 on and off road equipment modules and vehicles
including: light duty on road vehicles, material haulers, dirt equipment, pave equipment, mining and
crushing equipment, and stationary processing equipment. To effectively achieve the business mission
providing construction products, services and assistance of unparalleled quality the number one
component in the business, the equipment, must be in tip top shape at all times.
With varying service schedules for each type of equipment,
maintenance is a top priority for the entire fleet of GOH
equipment. Part of the rigorous maintenance schedule of
these vehicles includes maintaining the entire lube rundown
for which BP Lubricants USA Inc. is the sole provider. In
1982, based on reputation, product quality and support,
GOH made the decision to use Castrol products for their
entire lube package including: engine oils, hydraulic
fluids, greases and gear oils. According to Paul Kitko,
Vice President of Equipment Operation and GOH employee
for 15 years, Castrol products have a direct impact on
helping Hawbaker achieve the company mission. The quality
and dependability of Castrols products and services haveenhanced both our company as well as our equipment performance and life.
Since becoming a Castrol customer, GOH has logged significant time serving as a beta site for
some of Castrols fluid analysis, pre-approval testing and CI-4 testing. This most recent investigation
and tear down of the
Caterpillar vehicle marks
GOHs 3rd Castrol study.
The Results Are In
The engine tear down and
inspection, conducted by
Lubrizol and Cleveland
Brothers Caterpillar personnel
and witnessed by
BP Lubricants USA Inc.,
served as the longest hours
of service to a vehicle ever
investigated by the raters.
The purpose behind the study
was to uncover what type
damage or wear and tear, if
any, had taken place on the
components of the vehicle
while also assessing if
there was any additional
performance that the vehicle
could withstand. The engine,
a Caterpillar 3306 running on
Castrol Dieselall Plus and
Hypuron S, and the
transmission, a Caterpillar
Power Shifter running on
Castrol Trans C, accumulated
24,188 hours in aggregateload out service prior to
the inspection.
The inspection revealed
medium piston deposits,
light rod bearing wear, light
to medium main bearing wear,
and trace to light cam bearing
wear. The first and second
rings showed light to trace to
light wear with no sharp edgeson the rings and none latched
or broken. The oil ring had light
to medium wear with about
15% plugging and was not
latched or broken. Internal
engine cleanliness had a
sludge rating of 8.92.
According to the rating
team, with only slight erosion
occurring in the fiber plates ofthe 2nd and 6th clutch packs,
the transmission was in very
continued on page 15
Caterpillar bushing
Caterpillar gear
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BP Lubricant USA Inc.s flagship motoroil Castrol GTX is probably bestknown for its tag line touting maximum
protection against viscosity and thermalbreakdown. And while this still holds true
for Castrol GTX, consumers will now beshown another equally important attributefound in the product sludge prevention.Technically, sludge is the build-up of deposits that result from mechanical or thermal stress
in an engine. Soot, acid, coolant, fuel, blow-by and even water can invade an engine and lead
to the formation of sludge. Environmental conditions can also encourage the formation of sludge.
Consumers in high humidity regions are more prone to sludge build-up than those in less
humid areas. This is especially true of short trip drivers and those experiencing congested traffic
in all temperature conditions.
Additives in an engine oil work to suspend or disperse these contaminants to prevent deposit
build-up and sludge. The dirty oil that contains these suspended particles is then changed for fresh,
clean oil and the process repeats itself.
Castrol GTXis the Answer to
Preventing SLUDGEProblems in an Engine
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Sludge and an Engine
If left unchecked, sludge can cause numerous engine-related
problems including plugged oil filters and lines, accelerated engine
wear, loss of engine power and efficiency, metal-to-metal contact
and ultimately catastrophic engine failure.
Sludge recently became a
hot issue with consumers
because at least twomajor car manufacturers
experienced engine
problems from sludge.
The relevance of sludge
continues to increase as
many consumers and some
OEMs want to extend the
time between oil changes
despite the fact that most
consumers do not drive
under the prescribed
normal driving conditions.
When OEMs recommend
oil change intervals
based on normal driving
conditions, it is important to
know that most consumers
are not engaged in this type
of driving for the majority of
our trips in the car, said Ian
Zaslansky, brand manager
for Castrol GTX and Castrol
GTX Start Up. Short trips,
idling in traffic and making
frequent stops while running
errands are hard on the
engine and are considered
severe operating conditions.
Combine these with
humidity and longer time
between oil changes, and
it is no wonder sludge is
a growing problem.
A simple way to help combat sludge formation is to use
Castrol GTX motor oil. Its patented formulation contains unique
dispersants to prevent the build up of sludge. Using Castrol GTX
and changing your oil every 3,000 miles or 3 months will keep
your engine running strong.
Research Confirms Sludge a Problem
BP Lubricants USA Inc. talked to consumers about sludge
and uncovered some very interesting information. Consumers
in the research study said they were aware of sludge and view
it as a problem, but do not recall any oil company talking about
sludge prevention.
Eighty-two percent of respondents felt they knew what sludge
is and 71 percent said they know it effects engine life, explained
Zaslansky. Seventy-two percent of respondents said they were
not aware of any advertising about sludge. This research told
us that there is a problem that consumers are aware of on which
no other company is focusing. This information gap presents
a powerful opportunity for us.
Zaslansky continued, Our ads focus on the consequences ofsludge in an engine.
The theme of television advertising, which began May 27th,
is that sludge can cause an engine to operate at less than optimal
performance. As sludge builds over time, it begins to feel like
something is holding the car back. Powerful visual images (shown
to the left) in the advertisement show a car lugging things like an
anchor, a safe and a piano behind it.
1. Used as recommended, Castrol GTX is the answer to
preventing sludge which consumers know can cause
loss of power.
A callout on the Castrol GTX bottle touts the sludge prevention
benefits of the engine oil.
Internet advertising on Web sites for DIY Network, Field and
Stream, Comedy Central, Yahoo, Gamespot and MTV will
feature two different advertisements. One ad is similar to the
television ad; the second ad features a Blasteroids game.
In our Blasteroids version, a Castrol GTX bottle shoots
pellets at sludge deposits to break them up. Players can
download the game from our Internet ad or visit ourWeb site, www.castrol.com/us, to play, explained Zaslansky.
The Dukes of Hazzard and Castrol GTX
In addition to television and Internet advertising, BP Lubricants
USA Inc. has another exciting promotion planned for the product.
The company has partnered with Warner Bros. Studios to put
Castrol GTX in one of the hardest working and well-known cars
in television, and soon to be movie, historythe General Lee.
Made famous in The Dukes of Hazzard television series, the
1969 Dodge Charger will hit the big screen on August 5th in
The Dukes of Hazzard movie. According to Tracy Drelich,
assistant promotions manager, anyone who has ever seen
The Dukes of Hazzard TV show knows that the General Lee
is driven hard by the Duke boys.
continued on page 16
|7|volume 2 2005
New Castrol GTX television commercials
show that sludge build up causes a loss
of engine efficiency and power which can
make it feel like a car is pulling a safe,
piano or anchor behind it.
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Radio and television mogul Funkmaster Flex is one busy guy. More than 2 million listeners tune
in every day to hear his hip hop radio show, which ranks number one in the tough New York
City market. He has translated his passion for cars into a hit cable television series Ride with
Funkmaster Flex where he customizes or tricks out the cars of popular celebrities. His TV show
reaches a national audience and has expanded overseas to seven different countries, including the
UK, Australia, Germany, and Italy. He hits the streets with his tricked out creations in a Custom Car
and Bike Show that tours the country, stopping at more than 10 cities in the US. And in January,
Flex signed an agreement with BP Lubricants USA Inc. to be
a spokesperson for Castrol SYNTEC, a premium full synthetic,
high performing motor oil.
Funkmaster Flex represents a perfect fit with Castrol
SYNTECs target audience of tuners or car enthusiasts
who want style as well as performance from their cars,
said Mike DeBiasi, Castrol SYNTEC brand manager. He
has taken Castrol SYNTEC along for the ride with all of his
endeavors and there is more to come. Flex has been great
to work with, and we are extremely pleased with the partnership
and the products exposure.
BP Lubricants USA Inc. is not the only company to capitalize
on Flexs amazing appeal to the young, car-passionate
consumer. Recently Ford Motor Company and ESPN have
signed on with the famous disc jockey and TV star to promotetheir brands and products.
Big Names, Big Cars,Big Returns for
Castrol SYNTEC
|8|dimensions
Funkmaster Flex talks with some of his youngest fans. Funkmaster Flex (front) and Mike DeBiasi,
Castrol SYNTEC brand manager (rear),pose with consumers at Spring Break Nationals.
Funkmaster Flex and DeBiasi tryout the
Castrol SYNTEC race simulator.
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Up and Coming for FlexIn May, Ford announced that Flex will trick-out the Ford F-150 and
Ford Fusion for use in his 2005 Custom Car and Bike Show tour.
The customized vehicles will also appear on his Spike television
network series Ride with Funkmaster Flex.
Theyre already hot cars, said Funkmaster Flex in a recent press
release from Ford Motor Company. Im just adding a little salt and
pepper to something that is already great.
According to Raj Sarkar, F-150 assistant marketing manager,
Ford hopes to grow the appeal of the F-150 with a market base
that the company does not necessarily target directly. In this
case, Flex has a great standing with the urban community and
understands what makes vehicles appealing to anyone who
enjoys cars and trucks.
Ford plans to have a sweepstakes toward the end of the year
to give away both customized cars.
Cable television giant ESPN is debuting a new series starring
Funkmaster Flex. Scheduled to air June 22nd, Flex will be riding
with and talking to some of the top, and sometimes controversial,
figures in the sports arena. Athletes such as Shaquille ONeil,Terrell Owens, Payton Manning and Jose Conseco will give Flex
the skinny on trades, winning and losing and other interesting
tidbits from their personal lives as they spend 30 minutes riding
with Flex in some of the hottest cars around. Flex will come to
Englishtown, New Jersey to film a segment of the show with
John Force, driver of the Castrol GTX Start Up Ford Mustang
and reigning NHRA POWERade Champion and the entire John
Force race team. Flex also plans to interview Castrol SYNTEC
rookie racecar driver Eric Medlen. The show is scheduled to air
in prime time on the West Coast.
Flex Hits the Streets with Castrol SYNTEC
In April, Funkmaster Flex joined BP Lubricants USA Inc. at
Spring Break Nationals in Daytona Beach, Fla. where he signed
autographs in front of the drag race simulator at the Castrol
SYTNEC booth. (In the simulator, booth visitors could clock their
reaction time. Reaction time can make a difference in a drivers
time and speed in a real, quarter-mile drag race.) More than
20,000 people attended the event, which featured entertainment
from various hip-hop artists as well as customized cars and the
latest in specialty equipment for cars and trucks.
BP Lubricants USA Inc. plans to have Flex in attendance at two
more shows in the fall. The NOPI (Number One Parts Inc.) show
in September attracts a large crowd of car enthusiasts every year
and OEMs are drawn to the SEMA (Specialty Equipment Market
Association) trade show, which is scheduled for November.
Flex recently recorded a radio advertisement for Castrol SYNTEC,
which is airing on his radio show. In the spot, Flex adviseslisteners to respect their ride by using Castrol SYNTEC for
smooth engine operation.
And this is really just the beginning for Flex and Castrol SYNTEC.
We have many more exciting events scheduled with Flex for
the latter part of the year, explained DeBiasi. One we are
particularly excited about involves Flex customizing a Castrol
SYNTEC-branded Ford Mustang that will be part of a consumer
promotion in 2006. The car will be featured on one of his TV
shows later this year.
Castrol SYNTEC outperforms all leading conventional oils
and gives users superior engine protection and performance.
For more information on Castrol SYNTEC, visit the companys
Web site at www.castrol.com/us.
Flex with a long line of autograph seekers.
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C
astrol Tection Extra, a premium diesel oil that combats
viscosity loss in heavy-duty engines, is now protecting
the John Force Racing Team fleet. Drag racer John Forceuses a fleet of seven tractor-trailers to travel to races around the
country. His trucks carry everything from the Castrol GTX Start
Up Ford Mustang that he drives to the parts and crew that
make each race a success. As the reigning NHRA POWERade
Champion, Force relies on his fleet to bring him to the starting
line on time. Castrol Tection Extra is powering the trucks that
power Forces racing business.
If anyone needs to make it to work on time, it is John Force, said
Karla DelGallo, brand manager consumer truck. He cannot risk
downtime as he goes from race to race. Force knows that CastrolTection Extra resists breakdown and keeps heavy-duty trucks
running cleaner and longer than competitive diesel engine oils.
And Force should know. He was a truck driver himself for ten years
before beginning his career in drag racing and still maintains his
Commercial Drivers License. Although Force is most commonly
associated with championship hot rod racing in his 7,000
horsepower Castrol Ford, he is also a businessperson managing
a team of racers including his daughter Ashley Force. The race
teams tractor-trailer fleet logs about 40,000 miles on the road
each year and Forcedoes not trust this
precious cargo to
any other engine oil.
Forces parts trailer
has been painted
to promote Castrol
Tection Extra and
the cross country tour. The other transport vehicles in his
fleet feature the tag line Powered by Castrol Tection Extra.
It is a product John Force advocates in the On the Roadwith Castrol Tection Extra Truck Tour as well. He virtually
narrates the tour that is housed in a 55-foot tractor-trailer
and is currently crossing the country attending special events
and races. (For more information on the truck tour, see the
article on page 19.)
Before the light turns green at an NHRA race, Force and
his Castrol Mustang need to be there or the race is over
before it even starts. If Castrol Tection Extra can get the
12-time Auto Racing All-American and his seven 18-wheel
transporters to tracks from one coast to the other withouta hitch, imagine what it can do for any small or large heavy-
duty fleet. For more information on the product or Castrol
racing, visit the companys Web site at www.castrol.com/us
or call 1-800-462-0835.
CastrolTection Extra
Gets the
John ForceRace Team
to theStarting Line
|10|dimensions
The John Force Race Team.
(From left) Eric Medlem, Castrol SYNTEC driver;
Robert Hight, NHRA driver and John Force's
son-in-law; John Force and daughter and race
car driver Ashley Force
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require extraordinary protection.
Introducing Castrol Pyroplex Protection ES
The worse the conditions get, the better our new synthetic greaseperforms. Thats because its the first grease specially formulated
to prevent corrosion and provide extended service. Which meansless damage to your vehicles components from salt, sand, andextreme temperatures. For more information, call 1-800-255-4417or visit www.castrol.com/us.
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I
t is the goal of every car dealer that a consumers new or used vehicle purchase is not the end
of a relationship, but the beginning of one. Service on the vehicle, as well as future car sales
are dependent upon forming and maintaining an ongoing relationship with the customer.BP Lubricants USA Inc. has two programs that are proven to help dealers accomplish this goal.
Castrol Customized Key Tag Loyalty Program
The Castrol Customized Key Tag program was developed as a way for dealers to encourage
customers to bring their newly purchased vehicle into the dealership for regular service. The key tag,
similar to grocery or video membership club card, attaches to a customers key chain and contains a
customized offer from the dealership. Dealers can custom design their key tag with any offer, such as
purchase three oil changes, get one free, free towing or a percentage off a particular service. Once
the key tags arrive at the dealership, service personnel explain the benefits of the key tag program to
customers. If the service visit qualifies for the key tag offer, the card is punched with the car-shaped
hole punch and customers are encouraged to return for future punches and their eventual reward for
repeat service.
According to Kevin McGee, BP Lubricant USA Inc. franchise workshop market space manager
for the US, key tags help dealers form relationships, retain customers, attract new customers and
contribute profits to their bottom line.
This program takes the consumers understanding of a club card and translates it into a dealer
service offer, explained McGee. Ninety-nine percent of our dealers attach an oil change offer to
their key tag. This promotes repeat business with the dealership, and the consumer begins to relate
the service of their vehicle with the dealership.
McGee is responsible for developing marketing programs for car dealers that carry Castrol lubricants
and feels that key tags are a unique marketing tool that help differentiate dealers from the competition.
Key tags can be less expensive than traditional marketing methods and provide an opportunity for a
sales or service person to attach the key tag for the customer and explain the program, said McGee.
Loyalty Clubs HelpDealers Retain Customers
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This is a much more personalized form of marketing that also
serves as a visual reminder of the dealership every time the
customer reaches for his or her keys.
Test Drive the Program for Free*
BP Lubricants USA Inc. has partnered with Dealer Concepts LLC,
a leading supplier of automotive marketing solutions, to provide
dealers with customized key tags at the best possible pricing.
Dealers work directly with Dealer Concepts to design their key
tag using their logo and colors as well as the Castrol logo. The
artwork, design, first 1,000 key tags, car-shaped hole punch and
shipping is free.
We are so excited about and confident with this program that we
pay for the start-up, said McGee. We have also negotiated the
best possible pricing for additional key tag purchases.
Dealers on the key tag program give it rave reviews. Gary Meyer,
the Service Director at Ft Myers Toyota in Ft Myers, FL. stated,
The Castrol Customized Key Tag Program is the single best piece
of advertising weve ever done. His dealership uses the key tag
as a customer retention tool with a free first and fifth Castrol GTX
5W-30 oil change. Ft Myers Toyota kicked off the program with
50,000 tags in June 2004, distributing 20,000 via direct mail with
a free oil change the first time the tag is used.
From June through December 2004, we had a 102.5% increase
in business directly related to the Castrol Customized Key Tag
Loyalty Program. There is no doubt that this program generatesgreat business for our dealership, concluded Meyer.
Dealers have gotten creative with the program too. In an effort
to upsell customers from a conventional to synthetic motor oil,
Dean Pavia, Vice President, Operations at Hammersley Motor
offers a Buy 4 Castrol SYNTEC/SYNTEC Blend oil changes
and get $20 off the 5th oil change. According to Pavia, Since
implementing the Castrol Key Tags in September 2004, only two
Hammersley customers out of the 210 key tag holders stayed
with conventional oil while the remaining 208 made the switch
to SYNTEC or SYNTEC Blend.
Program Hits Million Milestone
McGee is proud to report that more than 1 million Castrol
customized key tags have been ordered to date. That is a lot
of dealer and Castrol logos on key chains across America.
This loyalty program really takes a dealership to a new level with
their customers, declared McGee. It is a great success story for
us and our dealers.
Magnetic Service Reminder Loyalty Program
A second loyalty program was introduced in April that helps keep
a dealers business name and phone number in front of their
customers 24 hours a day. The Magnetic Service Reminder
is the size of 2 business cards, where the top half is a traditional
service reminder and the bottom half contains the Castrol logo andthe dealers logo, address and phone number. The reminder can
adhere to any metal surface and serves as a constant reminder of
needed service.
continued on page 16
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This March, BP Lubricants USA Inc. launched two new
programs on its Web site to target and communicate with
some of its core product users. Each program is designed
to inform, retain and reward consumers as well as provide the
company with a vehicle for relationship marketing.
Loyalty Clubs
Two loyalty clubs are now available to consumers looking for a
common place to share stories and gain information about their
vehicles and maintenance. Castrol GTX High Mileage Legends in
Motion is for consumers who are willing to go the extra mile for
their car. They take pride in owning their vehicle and want to
keep it running for the long haul. Castrol SYNTEC Insiders Crew
appeals to the car-passionate audience looking for superior
performance from their vehicles. Club members receive a free
welcome kit with valuable offers on Castrol products, special
members only promotions and insightful news geared for their
specific vehicles.
Weve really focused on providing consumers with new and
exciting reasons to continue to use Castrol motor oil and spread
the word about our products, said Denise Ford, the former Web
Marketing Manager for BP Lubricants USA Inc. For example,
Castrol SYNTEC Insiders Crew members not only receive savings
on Castrol SYNTEC products, but they will have access to crew
only promotions that may include gift cards to major retailers,
music downloads and video game cheat codes all of which
appeal to our target audience of young car enthusiasts.
Ford added that the company hopes to include two-way
communication with members in the future. Consumers
interested in club membership can visit the companys Web
site (www.castrol.com/us) and click on the Promotions tab.
After completion of a short questionnaire, they can receive
their welcome kit and begin enjoying member benefits.
Free E-Newsletters
Another Web-based communication program that began in the
first quarter of this year is targeted newsletters, which are e-mailed
to consumers every two months. Castrol GTX/ Castrol GTX Start
Up, Castrol GTX High Mileage and Castrol SYNTEC users can
now receive relevant information, car tips, expert advice and
special promotions through branded newsletters.
Newsletter articles focus on timely information with specialty
items that appeal to the specific market segment. For example,
the articles in the April/May 2005 issue center on overheating andkeeping a car hydrated in the summer months. Castrol GTX High
Mileage subscribers have a checklist for keeping their higher
mileage engines in top shape. The Castrol SYNTEC newsletter
has a poll to gauge what subscribers are most passionate about
and information on the Funkmaster Flex sweepstakes. In addition,
newsletters provide links to loyalty clubs and promotions for the
specific product.
The look and feel of the newsletter is also based on the
target audience.
The Castrol SYNTEC newsletter is edgy and a little racy,
whereas the Castrol GTX High Mileage newsletter appeals to
the proud, long-term vehicle owner, commented Ford. The
Castrol GTX/Castrol GTX Start Up newsletter is geared toward
consumers looking for proper maintenance on their vehicles.
Consumers can sign up for a free newsletter on the Web
site (www.castrol.com/us) by clicking on the Oil Change
Reminder/Newsletter Sign up tab on the left side of the
home page.
Initial feedback on the newsletters is that consumers find the
articles interesting and informative. BP Lubricants USA Inc.plans to introduce a fourth newsletter to target truck
owner/operators later this year.
Web-Based MarketingTies In Consumer Loyalty clubs and targeted newsletters serve tofurther engage consumers with Castrol motor oils.
8/8/2019 Castrol Dimensions Vol2 2005
15/20
continued from page 5
good condition especially considering
the amount of hours in operation. All
wear conditions observed were normal
to better than normal, without any
sludge or discoloration and only a
very light clean oil film. In assessing
the findings, the performance of theCastrol products in protecting the
Caterpillar components against the
severe conditions was impeccable.
Since neither party had ever
conducted an inspection on a
vehicle put through such a vigorous
regime, the Lubrizol and Caterpillar
personnel were really astonished at
the positive results they uncovered.
The minimal wear and the condition of the parts were creditedto maintenance practices as well as the Castrol products and
the superior engineering of the Cat vehicle.
Following the study, BP Lubricants USA Inc. had the chance to talk
with Paul Kitko for his evaluation of the study. According to Kitko,
Castrols products directly impacted the superior performance and
findings of this investigation. We took this vehicle to a limit weve
never gone before and Castrol, specifically Hypuron S, provided
the protection that was needed to withstand the circumstances.
The components were shown to have extended life and they
were in better condition compared to published industry standards.When Lubrizol came back to us with the results, it even deepened
our faith in the Castrol product line.
With the findings of this investigation, the superior performance
of Castrol Hypuron S has been proven to allow users to maximize
equipment life and improve the bottom line. Castrol Hypuron S
meets industry specifications, including: API Service Categories
SAE 15W-40 (CI-4 Plus, CI-4, CH-4, CG-4, CF-4, SL); General
Motors Corporation (Allison Transmission Div.) C-4; J.I. Case;
Caterpillar ECF-1; Cummins CES 20076, 20078; John Deere;
JCB; Detroit Diesel; Deutz; Navistar
International; Komatsu; Mack EO-N
Premium Plus 03, EO-N Premium Plus,
EO-M Plus; Volvo VDS-2; Hino; Detroit
Diesel Power Guard 93K214.
The Future for Hawbaker
and Castrol
Kitko and GOH appreciate the valuable
support that the BP Lubricants USA
Inc. team has brought to the company
over the past 23 years. Going beyond
the product relationship, GOH has
participated in numerous BP Lubricants
USA Inc. programs including Castrol
Labcheck, a state-of-the-art used
oil analysis program helping them
manage the fleet more effectively and
efficiently. Through ongoing analysis of used oil samples, CastrolLabcheck allows us to pinpoint and solve equipment problems by
providing a full range of information which supports our operations
and maintenance decisions, Kitko states. Labcheck reduces
down time by helping to avoid unexpected equipment shutdown
and minimizing unplanned maintenance costs.
The future of the relationship between BP Lubricants USA Inc. and
GOH is clear. Castrol is a quality and dependable brand that has
served our company in a variety of applications and we welcome
any opportunity we get to testify to their mission, Kitko concludes.
For Caterpillar reps that witnessed this unprecedented tear down
one thing stands true. Castrol products stood up to the test and
performed beyond what our imaginations could fathom. Having
never seen an engine with this many hours put between service
intervals, we expected to find a lot of damage and build up and
what we got was certainly a pleasant surprise.
* BP Lubricants USA Inc. recommends performing an oil analysis prior to extendingmaintenance intervals past OEM recommendations.
Caterpillar lifter Caterpillar lobe
|15|volume 2 2005
8/8/2019 Castrol Dimensions Vol2 2005
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continued from page 7
The performance of the General Lee is critical to the show and
what better motor oil to handle its severe driving conditions than
Castrol GTX, said Drelich. Weve paired a well-known car with
a well-known oil whose appeal spans generations. Young males
aged 16-20 as well as our typical target audience of 18-34 year
old males are the market segment for this movie.
To capitalize on this classic pairing, a retail promotion featuring
a limited edition die-cast General Lee matchbox-sized car will
begin this summer. With a Castrol GTX motor oil purchase and
completion of a mail-in form, consumers can get this collectors
edition matchbox-sized car branded with Castrol GTX. The
promotion is the only way to get this unique car.
There will also be a Castrol GTX Sweepstakes with a chance
to win a 2006 Dodge Charger, which Dodge is re-introducing
this summer. Other sweepstake prizes include signed movie
posters and larger die-cast General Lee cars. Official rules and
entry forms will be available online and in retail stores this summer.
The sweepstakes and retail promotion will be supported with a
60-second radio spot, which will run in 10 to 15 markets. Point-of-
sale material includes a two-sided tear pad featuring the mail-in
promotion on one side and sweepstakes entry on the other, shelf
dangler and, tent card. BP Lubricants USA Inc. has high hopes
for Castrol GTX sales with this promotion.
There is a ton of hype right now surrounding the Duke boys,
said Drelich. Not only is the TV show making the jump to the bigscreen this summer, but the television series also has been revived
on CMT (Country Music Television) and seasons one, two and
three are available on DVD, said
Drelich. We intend to leverage
this Dukes of Hazzard fever and
drive Castrol GTX sales with our
promotion and sweepstakes.
It should be an exciting summer
for the brand and product.
Castrol GTX exceeds passengercar and gasoline light truck
requirements for the protection
of gasoline and turbocharged
engines where API SM, SL, SJ
or SH is recommended. It is formulated to exceed engine
protection requirements of Ford ESE-M2C153-G and F,
GM 6085M and Chrysler Corporation MS-6395H. For more
information on Castrol GTX and sludge prevention, visit the
companys Web site at www.castrol.com/us.
continued from page 13
Dealers can increase loyalty and profitability by making personal
contact with the car owner when presenting the Magnetic Service
Reminder, said McGee. We encourage installers to show them
the reminder, where to call, who to call and what service needs to
be done. Since the reminder is self-adhesive, the installer can
simply attach his or her business card.
For new installers purchasing Castrol lubricants, there is a Quick
Stick program that allows them to get 500 free reminders with
free shipping. BP Lubricants USA Inc. has partnered with Magna
Card, Inc., an automotive marketing company, to provide
reminders at a reduced price.
Both of these loyalty programs are excellent ways for dealers
to maximize their investment in Castrol lubricants. For more
information, contact 1-888-CASTROL.
*See complete program details for eligibility.
|16|dimensions
8/8/2019 Castrol Dimensions Vol2 2005
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