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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

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Page 1: Turkey motor oil sector 2015

Turkey Motor Oil Sector 2015

FARUK ŞENER

DANIŞMANLIK SUNUM ŞABLONU

11.12.2013

TURKEY MOTOR OİL SECTOR

2015

Page 2: Turkey motor oil sector 2015

Turkey Motor Oil Sector 2015

OİL SECTOR

Page 3: Turkey motor oil sector 2015

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)

Page 4: Turkey motor oil sector 2015

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

Page 5: Turkey motor oil sector 2015

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

Page 6: Turkey motor oil sector 2015

Turkey Motor Oil Sector 2015

Kinds Of Oil

190.555

33.627

Grafik Başlığı

Motor Oil Gear&Tranmision Oil

Page 7: Turkey motor oil sector 2015

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

Page 8: Turkey motor oil sector 2015

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

Page 9: Turkey motor oil sector 2015

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

Page 10: Turkey motor oil sector 2015

Turkey Motor Oil Sector 2015

Market Segments

144.825,0

79.356,0

Ton

Aftermarket Service Market

%65

%35

AFTERMARKET > SERVİCE MARKET

Page 11: Turkey motor oil sector 2015

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

Page 12: Turkey motor oil sector 2015

Turkey Motor Oil Sector 2015

SECTOR DYNAMİCS

Page 13: Turkey motor oil sector 2015

Turkey Motor Oil Sector 2015

High competition

Competition is price base

Stabile competition

Competition is brand equity and

perceived quality base

>

Page 14: Turkey motor oil sector 2015

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

Page 15: Turkey motor oil sector 2015

Turkey Motor Oil Sector 2015

Average Pay Term for independent service :

90 day

Page 16: Turkey motor oil sector 2015

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)

Page 17: Turkey motor oil sector 2015

Turkey Motor Oil Sector 2015

Major Customers

CertifiedService

İndependentService

GasolineStation

Car washer

MechanicsSpareparts

RetailerOil Retailer

Page 18: Turkey motor oil sector 2015

Turkey Motor Oil Sector 2015

Automobilefleet

Heavy TrucksFleet

Small Truck Fleet

Major Customers

Page 19: Turkey motor oil sector 2015

Turkey Motor Oil Sector 2015

Composition of Auto Service

Mechanicsİndependent

serviceExpert independent

serviceChain service

(bosch,speedy etc.)

Certified Service

Page 20: Turkey motor oil sector 2015

Turkey Motor Oil Sector 2015

Position of Oil Retailer

Retailer

Company

Construction

Excavation

MineRetail customer

Shopkeeper in site

Mechanics

Independent Service

Page 21: Turkey motor oil sector 2015

Turkey Motor Oil Sector 2015

Sales and Distribution Channels

Manufacturer Distributor Wholesaler

Oil retailer

Spareparts retailer

consumer

Certified service

İndependent service

Independent mechanics

Others

Page 22: Turkey motor oil sector 2015

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

Page 23: Turkey motor oil sector 2015

Turkey Motor Oil Sector 2015

Car Service Segment Criteria

Location Base

Car segment

base

Car Brands Segments

Have customer segment

base

Consuption Quantity

base

Page 24: Turkey motor oil sector 2015

Turkey Motor Oil Sector 2015

Independent Service Segmentation

Independent Service

Segmentation

Location

Area Size (m2)

Equipment

Brand CarPrefer oil brands

Car quantitive

Customer group

Page 25: Turkey motor oil sector 2015

Turkey Motor Oil Sector 2015

Expert Independent Service İn Turkey

IndependentService

Page 26: Turkey motor oil sector 2015

Turkey Motor Oil Sector 2015

Brand Prefer of Expert Independent Service

WV

•CASTROL

FORD

•FMY,OPET

FİAT

•SELENİA

OPEL

•GM

Page 27: Turkey motor oil sector 2015

Turkey Motor Oil Sector 2015

Overview Oil Sector

Full Syntetic

Semi-syntetic

Mineral

Page 28: Turkey motor oil sector 2015

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

Page 29: Turkey motor oil sector 2015

Turkey Motor Oil Sector 2015

Potential Distributor Candidate

Spare Parts Distributor

Tire Distributor

Battery Distributor

Independent Oil Wholesaler

Automobile Dealers

Page 30: Turkey motor oil sector 2015

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

Page 31: Turkey motor oil sector 2015

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

Page 32: Turkey motor oil sector 2015

Turkey Motor Oil Sector 2015

PETDER REPORT

Page 33: Turkey motor oil sector 2015

Turkey Motor Oil Sector 2015

According to PETDER Report

Page 34: Turkey motor oil sector 2015

Turkey Motor Oil Sector 2015

According to PETDER Report

Page 35: Turkey motor oil sector 2015

Turkey Motor Oil Sector 2015

According to PETDER Report

Page 36: Turkey motor oil sector 2015

Turkey Motor Oil Sector 2015

Page 37: Turkey motor oil sector 2015

Turkey Motor Oil Sector 2015

İletişim için;

Faruk Şener

Marketing&Brand Consultant

www.faruksener.com

[email protected]

[email protected]

0.532.620 60 40

Page 38: Turkey motor oil sector 2015

Turkey Motor Oil Sector 2015