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Turkey Motor Oil Sector 2015
FARUK ŞENER
DANIŞMANLIK SUNUM ŞABLONU
11.12.2013
TURKEY MOTOR OİL SECTOR
2015
Turkey Motor Oil Sector 2015
OİL SECTOR
Turkey Motor Oil Sector 2015
18 828 721
9 857 915
427 264 211 200
3 062 479
773 728
2 828 466
40 731
1 626 938
0
2 000 000
4 000 000
6 000 000
8 000 000
10 000 000
12 000 000
14 000 000
16 000 000
18 000 000
20 000 000
Total Car Minibus Bus Small truck Truck Motorcycle vehicles Tractor
Turkey Motor Vehicle Park (1983-2014)
Turkey Motor Oil Sector 2015
Oil Segments (ton)
224.182,0
51.553,1
8.576,0 18.103,0
100.688,8
36.331,2
8.930,0
-
50.000,0
100.000,0
150.000,0
200.000,0
250.000,0
Total Car Minibus Bus Small truck Truck Tractor
1999-2014
Turkey Motor Oil Sector 2015
Car&Commercial
%21
%79
51.553,0
172.629,0
- 20.000,0 40.000,0 60.000,0 80.000,0 100.000,0 120.000,0 140.000,0 160.000,0 180.000,0 200.000,0
Car
Commercial
Ton
%77
%23
Turkey Motor Oil Sector 2015
Kinds Of Oil
190.555
33.627
Grafik Başlığı
Motor Oil Gear&Tranmision Oil
Turkey Motor Oil Sector 2015
Oil Segments (rate)
23%
4%8%
45%
16%
4%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
-
20.000,0
40.000,0
60.000,0
80.000,0
100.000,0
120.000,0
Car Minibus Bus Small truck Truck Tractor
1999-2014
Seri2 Seri3
Turkey Motor Oil Sector 2015
API Segments (Car)
16.126,3
35.426,8
31%
69%
0%
10%
20%
30%
40%
50%
60%
70%
80%
-
5.000,0
10.000,0
15.000,0
20.000,0
25.000,0
30.000,0
35.000,0
40.000,0
SL Sınıfı SM Sınıfı
API Segments (car)
Ton Rate
Turkey Motor Oil Sector 2015
API Segments (Commercial)
42.001,7
163.900,1
21%
83%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
-
20.000,0
40.000,0
60.000,0
80.000,0
100.000,0
120.000,0
140.000,0
160.000,0
180.000,0
CH-4 Sınıfı CI-4 Sınıfı
API Segments (Commercial)
Ton Rate
Turkey Motor Oil Sector 2015
Market Segments
144.825,0
79.356,0
Ton
Aftermarket Service Market
%65
%35
AFTERMARKET > SERVİCE MARKET
Turkey Motor Oil Sector 2015
30.597,2
6.126,1
12.559,7
67.045,1
23.440,2
5.057,6
Aftermarket Detail(ton)
Car Minibus Bus
Small truck Truck Tractor
20.955,9
2.449,9
5.543,3
33.643,7
12.891,0
3.873,0
Service Market Detail (ton)
Car Minibus Bus
Small truck Truck Tractor
Turkey Motor Oil Sector 2015
SECTOR DYNAMİCS
Turkey Motor Oil Sector 2015
High competition
Competition is price base
Stabile competition
Competition is brand equity and
perceived quality base
>
Turkey Motor Oil Sector 2015
Competition level is higher than service
market
There are a lot of brands but global
brands have big market share
OEM sertificate is important
Wants to high product quality
Regular relationship and aftersale service
is important
Dominance with global brands
There is entry barrier
To needs initial investment
>Aftermarket Service Market
Turkey Motor Oil Sector 2015
Average Pay Term for independent service :
90 day
Turkey Motor Oil Sector 2015
Price Index
100
76
66
64
66
58
56
56
50
50
50
48
46
0 20 40 60 80 100 120
Castrol
Mobil
Total
PO
Divinol
Prista
Opet
Selenia
ACDelco
Delphi
Valvoline
Lukoil
GM
10w40 (4lt)
Turkey Motor Oil Sector 2015
Major Customers
CertifiedService
İndependentService
GasolineStation
Car washer
MechanicsSpareparts
RetailerOil Retailer
Turkey Motor Oil Sector 2015
Automobilefleet
Heavy TrucksFleet
Small Truck Fleet
Major Customers
Turkey Motor Oil Sector 2015
Composition of Auto Service
Mechanicsİndependent
serviceExpert independent
serviceChain service
(bosch,speedy etc.)
Certified Service
Turkey Motor Oil Sector 2015
Position of Oil Retailer
Retailer
Company
Construction
Excavation
MineRetail customer
Shopkeeper in site
Mechanics
Independent Service
Turkey Motor Oil Sector 2015
Sales and Distribution Channels
Manufacturer Distributor Wholesaler
Oil retailer
Spareparts retailer
consumer
Certified service
İndependent service
Independent mechanics
Others
Turkey Motor Oil Sector 2015
Direct Sales
Manufacturer Distributor Wholesaler
Oil retailer
Spareparts retailer
consumer
Certified service
İndependent service
Independent mechanics
Others
Conditions of direct sales
Max. 5 years contract
Contract bonus (prepayment)
Sales commitment
Exculusivity agreement
Turkey Motor Oil Sector 2015
Car Service Segment Criteria
Location Base
Car segment
base
Car Brands Segments
Have customer segment
base
Consuption Quantity
base
Turkey Motor Oil Sector 2015
Independent Service Segmentation
Independent Service
Segmentation
Location
Area Size (m2)
Equipment
Brand CarPrefer oil brands
Car quantitive
Customer group
Turkey Motor Oil Sector 2015
Expert Independent Service İn Turkey
IndependentService
Turkey Motor Oil Sector 2015
Brand Prefer of Expert Independent Service
WV
•CASTROL
FORD
•FMY,OPET
FİAT
•SELENİA
OPEL
•GM
Turkey Motor Oil Sector 2015
Overview Oil Sector
Full Syntetic
Semi-syntetic
Mineral
Turkey Motor Oil Sector 2015
Others
Castrol and Mobil have %50 market share
PO is market leader of total size
But Castrol is market leader in car segment…
Mobil is secondery brand in car segment..
Both of two brand has strong distribütör all Turkey…
Marketing Activities;
Advertising (Castrol, Mobil,PO)
Promotion
Equipment İnvestments
Loyalty programs for ındependent service
Quato prize
Periodic price campaign for ındependent service
Football-Car Race activities
Merchandising and POP support
Sales Promotions for Distributors;
Quantitive Discount
Quarter Bonus
Year-end Bonus
Education support
Quato prize
Merchandising and POP support
Turkey Motor Oil Sector 2015
Potential Distributor Candidate
Spare Parts Distributor
Tire Distributor
Battery Distributor
Independent Oil Wholesaler
Automobile Dealers
Turkey Motor Oil Sector 2015
The most car sales that cities
İSTANBUL,
ANKARA,
İZMİR,
BURSA,
ANTALYA,
ADANA,
KONYA,
MERSİN,
ANTEP,
URFA,
KOCAELİ,
HATAY
Sales rate
Target Local markets
Turkey Motor Oil Sector 2015
Market Share of Car Brands2003-2010
0%2%2%
2%9%
10%0%
5%9%
2%8%
5%17%
1%1%
7%8%
12%
0% 2% 4% 6% 8% 10% 12% 14% 16% 18%
CHERY
CHEVROLET
CITROEN
DACİA
FİAT
FORD
GEELY
HONDA
HYUNDAİ
KIA
OPEL
PEUGEOT
RENAULT
SEAT
SKODA
TOYOTA
VOLKSWAGEN
DİĞER
Opportunity for
French brands,
(maybe)
French Car Brands :%26
Turkey Motor Oil Sector 2015
PETDER REPORT
Turkey Motor Oil Sector 2015
According to PETDER Report
Turkey Motor Oil Sector 2015
According to PETDER Report
Turkey Motor Oil Sector 2015
According to PETDER Report
Turkey Motor Oil Sector 2015
Turkey Motor Oil Sector 2015
İletişim için;
Faruk Şener
Marketing&Brand Consultant
www.faruksener.com
0.532.620 60 40
Turkey Motor Oil Sector 2015