Sales Strategy of Balmer Lawrie in MBA

1. Marketing Strategy for BALMEROL range of Lubricants at Balmer Lawrie & Co. Ltd

2. Scope of Project Analyze the market trends Understand the buying behavior of customers Suggest a suitable Marketing Strategy Select appropriate market channel

3. Methodology Industry Analysis Competitor Analysis Segmentation, Targeting, Positioning Proposed Marketing Strategy Survey Analysis- Customer Behavior

6. Industry History Market regulated pricing of base oil Entry of foreign players Castrol BLted bazzar. Liberalization of the Indian economy Import of Base oil de-canalized with IOC Deregulation of base oil pricing Highly regulated market Clear dominance of PSUs IOC, HP, BPCL market share > 75% Until 90s Early 90s From 2002

7. Indian Lubricant Industry Current Scenario Emphasis on concern for environment No entry and exit barriers Quality at affordable prices Competitive Characteristics Expanding Margins under pressure

8. Indian Lubricant Industry Current Scenario 1.2 MMTPA Market of value appox. 7700 Crores 95% - Automotive Lubricant Expected Growth Rate Of 3%. 7 th largest lubricant market in the world Ratio of automotive/ industrial lubricants 65:35 Different Composition of Survey teams. Retail Lube Market – 0.7 Million Tons

9. Marketing Channels Institutional Retail OEM Export Fuel Stations Bazaar e-Choupal Distributor Authorized Service Station Retailer/ Dealer Exclusive Lube Shops Garages/ Workshops Fleets

14. Segments &Target Market Target segment CVs 2/3 wheelers Railways Roadways BL Defense vehicles Cars MUVs Tractors Pumps

15. Positioning BL is positioned as a lubricant which cares ; it cares about you, your family, your vehicle and your environment. It is not only about style, or power, it is about the responsibility to take care of the things which matter the most to you . BL is an environment friendly lubricant, which leads to greater fuel efficiency, higher mileage and longer engine life as against other lubricants which position themselves more as a racing, style based and all terrain lubricants. Positioning of other lubricants: Servo – Any Vehicle. Any Terrain. 100 % performance. Every Time Motul – Every Ride is a Race Castrol – Its more than just Oil, Its Liquid Engineering Positioning Statement We care. We know your vehicle is more than just a ‘vehicle’

16. Brand Promotion ‘ We Love ‘

17. ‘ We Adore ‘

18. ‘ We Care ‘

19. BL Loves, Adores and Cares for you and your vehicle giving the best mileage and greater fuel efficiency enabling it to become an environment friendly and caring lubricant We care. We know your vehicle is more than just a ‘vehicle’

21. Suggestion to BL : Co branding of its lubricant products with companies like HPCL, BPCL which have a good market share in the Fuel station segment . Survey Findings of Authorized Service Stations : They keep the same brand of lubricants as that of the fuel stations to which they are attached .

32. Thank You