Description
It covers history, achievements, market, products, promotions for the brand castrol.
Market
A company that has as its tag line ‘It’s more than just oil. It’s Liquid Engineering’ is bound to flourish in even the most trying market conditions. Despite crude oil crossing US$ 120 (Rs. 4800) a barrel, Castrol is looking at sustained growth and expansion over the next few years. Its market confidence stems from an unswerving belief in its products and brand superiority as well as the strong relationships it has forged with all its stakeholders – original equipment manufacturers (OEMs), the trade, influencers, service providers and end consumers. The Indian market is estimated at Rs. 10,000 crore (US$ 2.5 billion) – the sixth largest in the world – and growing steadily at about 5% per annum. Of the over one million tonnes of lubricants sold in India, more than 60% is for the automotive industry, particularly diesel engine-based vehicles. Several
market conditions are driving this market forward – from an increasing number of vehicles being purchased, to the implementation of new environmental norms. Until 1993, the market was tightly controlled by the government and dominated by Public Sector Undertakings. However, even in this environment, Castrol was a notable exception. It had a 6% market share which was restricted due to the base oil quota allocated to it by the Government. Liberalisation radically altered the scenario. The import of base oil was deregulated. Reduction of custom duties, decanalisation and removal of quantitative restrictions, under which base oil stock was allotted, helped propel growth (Source: PSi). Today, Castrol India is a highly respected public limited company with 71.3% of its paid up capital held by BP – one of the world’s largest energy companies. Global and Indian players jostle constantly for larger chunks of the Indian lubricant industry pie, classified into three categories – automotive, industrial and marine. Castrol is amongst the four leading players who, between them, account for approximately 73% of the total market. Castrol is India’s second largest lubricant company and controls 21% market share.
an unprompted brand awareness of 92% (Source: ACNielsen Brand Tracker, full-year 2007). Castrol is also an established player in the B2B segment offering value-added products and services acknowledged to be Best in Class. The company works closely with its customers to develop products and services specific to their unique needs and delivers tailor-made solutions for each partner. Castrol has been the preferred partner of original equipment manufacturers over the years. It has an enviable record in the passenger car segment with tie-ups with Tata, Maruti Suzuki, Ford and various new global entrants like BMW, Volvo, Volkswagen and Audi. Equally strong is Castrol’s preferred partner relationship with Mahindra & Mahindra and John Deere in the tractor segment and JCB, L&T Komatsu, Telcon and Case in the off highway category. In the transport business segment, Castrol has gained leadership position by palpably demonstrating the performance of its oils and how this impacts bottom lines. The industrial business, too, offers comprehensive lubricant solutions to clients. Chemical Management and Services present complete management of onsite fluid consumables with guaranteed cost and process saving. Castrol’s strength has been achieved through a combination of indefatigable marketing skills and initiatives and the demonstrable superiority of its products. It is the only lubricant company to have a continuous presence in India for over 90 years, with its products being sold in the country for almost a hundred years now.
Achievements
Castrol has emerged as the unchallenged market leader in the Indian retail automotive segment with a share of 37% (Source: ACNielsen – Lubricants Retail Audit). This exceptional result, in a highly competitive market, reflects the strength of the Castrol brand. The company has a number of firsts to its credit, including the launch of multi-grade diesel engine oils, dedicated two-stroke engine oils and new-generation truck engine oils. Castrol has leadership positions in most segments in which it operates including oils for passenger cars, premium two-stroke and four-stroke motorcycles and multi-grade diesel engines. The Castrol master brand has
History
On 19th March 1899, Charles Cheers Wakefield set up an oil company in England. Ten years later, he produced a new lubricant that would revolutionise transport in the first half of the twentieth century. He called the new oil Castrol. Wakefield played a major role in the rapidly developing transport industry, placing his faith in the potential of the internal combustion engine as the power source of the future. Working hand-in-hand with pioneering aviators and motorists, he aimed to create the highest quality engine oils and improve them for use in aircraft, motorcycles and motorcars that were then
emerging. In doing so, he contributed to exciting record breaking achievements. It was natural that Castrol was the chosen oil for breaking world speed and endurance records, on land, sea and in the air. Indeed, the land speed record alone has been broken 21 times on vehicles using Castrol lubricants. The history of 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 opened its first overseas branch office in India. In 1983, the company went public, with 60% equity held by Indian shareholders. In 1994, Burmah Castrol increased its shareholding to 51%. Following the takeover of Burmah Castrol by BP in 2000, BP increased its shareholding to 71%. Subsequent to the amalgamation of Tata BP Lubricants India Limited with Castrol India, BP now holds 71.3% of the paid-up capital.
segment, such as Castrol CRB (in the multigrade diesel engine oil segment), Castrol Activ 4T (four-stroke motorcycle oils) and Castrol GTX (multi-grade passenger car engine oils) amongst others. Recent brand launches include Castrol Edge and Castrol Power1. During 2007, the company also re-launched Castrol Magnatec. Castrol Edge is the premium car oil brand from Castrol – developed in conjunction with the technology team of Williams F1 Racing and the World Rally Championships (WRC). Castrol Power1, a premium high-performance, fourstroke motorcycle lubricant in India, is the preferred brand among bike enthusiasts. Its Power Release formula, coupled with Castrol’s revolutionary Trizone Technology helps bikers unleash the maximum performance out of their motorcycles. With a unique brand equity and strong market share, Castrol CRB Plus, the company’s flagship brand of diesel engine oils, is a market leader in its category. Given the environment in which it operates, Castrol’s leadership of a premium brand, in a price-sensitive category, is unique.
Recent Developments
As the markets shift to advanced formulations required for modern automobiles and machines the core lubricant business will be driven more by value than volume. While these machines use a lower quantum of lubes, they require higher specification lubricants, which are premium in nature. Castrol, with its vast portfolio of top-end, high quality, internationally proven brands will reap the benefits of this transformation when it finally happens. The company has recently made a foray into franchised motorcycle services through Castrol Bike Zones. This business is a step into an adjacent automotive space for Castrol and targets young motorcycle owners who are passionate about maintaining their bikes. It also appeals to busy young professionals looking for the convenience of multi-brand service centres, superior customer experience and fast, reliable and transparent service. Abraham are Castrol’s brand ambassadors. The company has also created a unique property in the Castrol Awards for Cricketing Excellence – the premier awards for Indian cricketers.
Brand Values
Castrol is widely acknowledged as the world’s leading specialist provider of lubricant solutions. The company’s success is driven by five core brand values: it is passionate about the customers’ success; it is driven by performance but respects the environment; it has confidence that comes from experience from around the world; it challenges the status quo and it always gets things done. The company’s brand attributes are: technology leadership, human, passion and excitement and superior performance. Underlying the vision and values is Castrol's total commitment to working together with its customers for mutual benefit.
Product
The company manufactures and markets a range of automotive and industrial lubricants under two brands, Castrol and BP. The company services over 70,000 retail outlets in India. Castrol has a dominant supplier position in the OEM workshop segment that is fast emerging as an important channel of distribution for lubricant sales. It is natural that Castrol finds itself way ahead of competitors in the franchisee workshop business in the car, truck and tractor space. In the Industrial business segment, too, Castrol has leading brands that cater to specific materials, applications, processes and speeds and feeds to achieve greater performance like finish, consistency, tool life and wheel life. Castrol metal working products are market leaders in the country and enjoy a share of more than 16%. These products are used in various segments of the manufacturing industry and comply fully with the stringent requirements of user companies. Over 5000 Castrol formulations meet the requirements of different sectors of industry and transportation. The company’s unwavering focus on technology has delivered industryleading products in the retail automotive
Promotion
C C Wakefield was a pioneer in marketing. His strategy of advertising record-breaking and sporting feats, achieved by pace-setting Castrol users, was pure, original thinking that placed Castrol on the map, first in the UK and then around the world. The company’s support to international teams in many areas of motor sport continues to be a key part of its promotional activities. Castrol was the first and – at that time – the only lubricant manufacturer in India to conscientiously advertise and promote engine oils. Its memorable ‘Did You Know’ series of advertisements in the late 1980s explained the role of lubricants and the art of lubrication to consumers. Over the years, the company has undertaken a series of innovative and eye-catching advertising campaigns and sponsorships to strengthen its brand image. Castrol Power1ThrottleMax and the sponsorship of the Great India Road Trip and the Great Australia Road Trip are some of the exciting activities undertaken in recent years. India’s former cricket skipper, Rahul Dravid and Actor John
www.castrol.co.in
THINGS YOU DIDN’T KNOW ABOUT
Castrol
The name Castrol is derived from the words Castor and Oil The Castrol brand, first marketed in 1909, was a blend of mineral and vegetable (castor) oils, specifically designed for automobile and aviation engines Charles Wakefield was one of the first marketers in the modern sense, using publicity and promotion to bring Castrol products and their achievements to the attention of the world Wakefield Oil was used to manufacture cricket bat oil in the 1920s and 1930s Castrol continues its near-century old links with cricket through sponsorships of Rahul Dravid, Adam Gilchrist and the Castrol Awards for Cricketing Excellence
doc_400171525.pdf
It covers history, achievements, market, products, promotions for the brand castrol.
Market
A company that has as its tag line ‘It’s more than just oil. It’s Liquid Engineering’ is bound to flourish in even the most trying market conditions. Despite crude oil crossing US$ 120 (Rs. 4800) a barrel, Castrol is looking at sustained growth and expansion over the next few years. Its market confidence stems from an unswerving belief in its products and brand superiority as well as the strong relationships it has forged with all its stakeholders – original equipment manufacturers (OEMs), the trade, influencers, service providers and end consumers. The Indian market is estimated at Rs. 10,000 crore (US$ 2.5 billion) – the sixth largest in the world – and growing steadily at about 5% per annum. Of the over one million tonnes of lubricants sold in India, more than 60% is for the automotive industry, particularly diesel engine-based vehicles. Several
market conditions are driving this market forward – from an increasing number of vehicles being purchased, to the implementation of new environmental norms. Until 1993, the market was tightly controlled by the government and dominated by Public Sector Undertakings. However, even in this environment, Castrol was a notable exception. It had a 6% market share which was restricted due to the base oil quota allocated to it by the Government. Liberalisation radically altered the scenario. The import of base oil was deregulated. Reduction of custom duties, decanalisation and removal of quantitative restrictions, under which base oil stock was allotted, helped propel growth (Source: PSi). Today, Castrol India is a highly respected public limited company with 71.3% of its paid up capital held by BP – one of the world’s largest energy companies. Global and Indian players jostle constantly for larger chunks of the Indian lubricant industry pie, classified into three categories – automotive, industrial and marine. Castrol is amongst the four leading players who, between them, account for approximately 73% of the total market. Castrol is India’s second largest lubricant company and controls 21% market share.
an unprompted brand awareness of 92% (Source: ACNielsen Brand Tracker, full-year 2007). Castrol is also an established player in the B2B segment offering value-added products and services acknowledged to be Best in Class. The company works closely with its customers to develop products and services specific to their unique needs and delivers tailor-made solutions for each partner. Castrol has been the preferred partner of original equipment manufacturers over the years. It has an enviable record in the passenger car segment with tie-ups with Tata, Maruti Suzuki, Ford and various new global entrants like BMW, Volvo, Volkswagen and Audi. Equally strong is Castrol’s preferred partner relationship with Mahindra & Mahindra and John Deere in the tractor segment and JCB, L&T Komatsu, Telcon and Case in the off highway category. In the transport business segment, Castrol has gained leadership position by palpably demonstrating the performance of its oils and how this impacts bottom lines. The industrial business, too, offers comprehensive lubricant solutions to clients. Chemical Management and Services present complete management of onsite fluid consumables with guaranteed cost and process saving. Castrol’s strength has been achieved through a combination of indefatigable marketing skills and initiatives and the demonstrable superiority of its products. It is the only lubricant company to have a continuous presence in India for over 90 years, with its products being sold in the country for almost a hundred years now.
Achievements
Castrol has emerged as the unchallenged market leader in the Indian retail automotive segment with a share of 37% (Source: ACNielsen – Lubricants Retail Audit). This exceptional result, in a highly competitive market, reflects the strength of the Castrol brand. The company has a number of firsts to its credit, including the launch of multi-grade diesel engine oils, dedicated two-stroke engine oils and new-generation truck engine oils. Castrol has leadership positions in most segments in which it operates including oils for passenger cars, premium two-stroke and four-stroke motorcycles and multi-grade diesel engines. The Castrol master brand has
History
On 19th March 1899, Charles Cheers Wakefield set up an oil company in England. Ten years later, he produced a new lubricant that would revolutionise transport in the first half of the twentieth century. He called the new oil Castrol. Wakefield played a major role in the rapidly developing transport industry, placing his faith in the potential of the internal combustion engine as the power source of the future. Working hand-in-hand with pioneering aviators and motorists, he aimed to create the highest quality engine oils and improve them for use in aircraft, motorcycles and motorcars that were then
emerging. In doing so, he contributed to exciting record breaking achievements. It was natural that Castrol was the chosen oil for breaking world speed and endurance records, on land, sea and in the air. Indeed, the land speed record alone has been broken 21 times on vehicles using Castrol lubricants. The history of 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 opened its first overseas branch office in India. In 1983, the company went public, with 60% equity held by Indian shareholders. In 1994, Burmah Castrol increased its shareholding to 51%. Following the takeover of Burmah Castrol by BP in 2000, BP increased its shareholding to 71%. Subsequent to the amalgamation of Tata BP Lubricants India Limited with Castrol India, BP now holds 71.3% of the paid-up capital.
segment, such as Castrol CRB (in the multigrade diesel engine oil segment), Castrol Activ 4T (four-stroke motorcycle oils) and Castrol GTX (multi-grade passenger car engine oils) amongst others. Recent brand launches include Castrol Edge and Castrol Power1. During 2007, the company also re-launched Castrol Magnatec. Castrol Edge is the premium car oil brand from Castrol – developed in conjunction with the technology team of Williams F1 Racing and the World Rally Championships (WRC). Castrol Power1, a premium high-performance, fourstroke motorcycle lubricant in India, is the preferred brand among bike enthusiasts. Its Power Release formula, coupled with Castrol’s revolutionary Trizone Technology helps bikers unleash the maximum performance out of their motorcycles. With a unique brand equity and strong market share, Castrol CRB Plus, the company’s flagship brand of diesel engine oils, is a market leader in its category. Given the environment in which it operates, Castrol’s leadership of a premium brand, in a price-sensitive category, is unique.
Recent Developments
As the markets shift to advanced formulations required for modern automobiles and machines the core lubricant business will be driven more by value than volume. While these machines use a lower quantum of lubes, they require higher specification lubricants, which are premium in nature. Castrol, with its vast portfolio of top-end, high quality, internationally proven brands will reap the benefits of this transformation when it finally happens. The company has recently made a foray into franchised motorcycle services through Castrol Bike Zones. This business is a step into an adjacent automotive space for Castrol and targets young motorcycle owners who are passionate about maintaining their bikes. It also appeals to busy young professionals looking for the convenience of multi-brand service centres, superior customer experience and fast, reliable and transparent service. Abraham are Castrol’s brand ambassadors. The company has also created a unique property in the Castrol Awards for Cricketing Excellence – the premier awards for Indian cricketers.
Brand Values
Castrol is widely acknowledged as the world’s leading specialist provider of lubricant solutions. The company’s success is driven by five core brand values: it is passionate about the customers’ success; it is driven by performance but respects the environment; it has confidence that comes from experience from around the world; it challenges the status quo and it always gets things done. The company’s brand attributes are: technology leadership, human, passion and excitement and superior performance. Underlying the vision and values is Castrol's total commitment to working together with its customers for mutual benefit.
Product
The company manufactures and markets a range of automotive and industrial lubricants under two brands, Castrol and BP. The company services over 70,000 retail outlets in India. Castrol has a dominant supplier position in the OEM workshop segment that is fast emerging as an important channel of distribution for lubricant sales. It is natural that Castrol finds itself way ahead of competitors in the franchisee workshop business in the car, truck and tractor space. In the Industrial business segment, too, Castrol has leading brands that cater to specific materials, applications, processes and speeds and feeds to achieve greater performance like finish, consistency, tool life and wheel life. Castrol metal working products are market leaders in the country and enjoy a share of more than 16%. These products are used in various segments of the manufacturing industry and comply fully with the stringent requirements of user companies. Over 5000 Castrol formulations meet the requirements of different sectors of industry and transportation. The company’s unwavering focus on technology has delivered industryleading products in the retail automotive
Promotion
C C Wakefield was a pioneer in marketing. His strategy of advertising record-breaking and sporting feats, achieved by pace-setting Castrol users, was pure, original thinking that placed Castrol on the map, first in the UK and then around the world. The company’s support to international teams in many areas of motor sport continues to be a key part of its promotional activities. Castrol was the first and – at that time – the only lubricant manufacturer in India to conscientiously advertise and promote engine oils. Its memorable ‘Did You Know’ series of advertisements in the late 1980s explained the role of lubricants and the art of lubrication to consumers. Over the years, the company has undertaken a series of innovative and eye-catching advertising campaigns and sponsorships to strengthen its brand image. Castrol Power1ThrottleMax and the sponsorship of the Great India Road Trip and the Great Australia Road Trip are some of the exciting activities undertaken in recent years. India’s former cricket skipper, Rahul Dravid and Actor John
www.castrol.co.in
THINGS YOU DIDN’T KNOW ABOUT
Castrol
The name Castrol is derived from the words Castor and Oil The Castrol brand, first marketed in 1909, was a blend of mineral and vegetable (castor) oils, specifically designed for automobile and aviation engines Charles Wakefield was one of the first marketers in the modern sense, using publicity and promotion to bring Castrol products and their achievements to the attention of the world Wakefield Oil was used to manufacture cricket bat oil in the 1920s and 1930s Castrol continues its near-century old links with cricket through sponsorships of Rahul Dravid, Adam Gilchrist and the Castrol Awards for Cricketing Excellence
doc_400171525.pdf