Castrol India Ltd: Overview

Presence in India for more than 100 years

2nd Largest Manufacture of Automotive and industrial Lubricant in India
Part of BP Group and operates in more than 56 Countries
Involved with motor sports, both at national level and international level

Cars

Automotive Motorcycle Castrol

lubricants /Scooter Power1

Product
Trucks/Bus
Segment

Non Auto motive Industrial

Lubricants Lubricants
STP OF Castrol Power 1
Segmentation
Productivity Conscious Customers
Cost Conscious Customers
Price Conscious Customers
Target
Passionate Biker
Expertise in Biking
Biker owner
Positioning
Rider Support
Marketing with youth
 Marketing Mix 4P`s of Castrol Power 1
Product
Castrol POWER 1 is cutting edge product that promises THRILL.
Designed to deliver thrill by giving superior acceleration at a touch of the
throttle.
Price
Offer Superior customer value proposition in term of product quality with
relevant customer benefit.
Prices its product at a premium to Market.
Place
22% Market share, 270 Distributor, 70,000 Retail Outlet
Promotion
Power 1 Biking App
Ad commercials featuring Sports Star
Web series Squadrann
Grand India Road trip
Key Lesson

You cannot and should not treat every customer equally -

Differentiate a value proposition to each relevant tier.
Often a very insightful way to segment your customer is by
their willingness to do business with you in a chosen way. It is
called segmentation by attitudes.
Once you adopt a different value proposition for each tier you
should change accordingly the customer engagement process.
Remember Sales are too important to be left to the
salesforce.