Castrol is a brand of industry and automotive lubricant which is applied to a large range of oil, grease and similar products for most lubrication applications. The Castrol brand is part of the BP s Group of Companies, but has retained its separate identity. In February 1899, Charles Cheers Wakefield resigned from the Vacuum oil company over a disagreement with the management regarding Vacuum Oil's foray into the Railway lubricants sector, and set himself up as competition. The firm he left behind would go on to become Mobil Oil. . Wakefield rented three small rooms on the third floor of 27 Cannon street in the heart of London. from which it was made). and it was there. In 1909. on Thursday 9 March 1899.C. that the firm of C. the company began production of a new Automobile Lubricant named "Castrol" (a contraction of Castrol Oil.Wakefield & Co opened its doors for the first time. commercial and industrial applications. For automotive lubrication (including Motorcycle 2 stroke engines and 4 stroke engines.PRODUCTS Castrol offers lubricants for virtually all domestic. chain lubricants and waxes. brake fluids. . Manual and Automatic Transmission range of fluids. coolant. suspension fluids. and grease. car Petrol and diesel engine). Tection. Hypuron. CRB and Agri. less commonly. GTD. For motorcycles: Power1. For passenger cars: Edge. Enduron. Formula RS. Synt and SLX. XL. Magnatec. . PowerRS and Go! For heavy duty vehicles: Elixion. Syntec and GTX. Aircol (compressors) and Alpha (industrial gears). . For industrial applications: Hyspin (hydraulic). For ships: Cyltech and TLX Plus. . including cars. In 1966. The company developed specific oil applications for various applications of the new Internal Combustion Engine. Castrol was acquired by British oil company Burma. and Aircraft. . Burma-Castrol was acquired by the then BP Amoco plc (now renamed BP plc). which was renamed BurmaCastrol. Motorcycle. Castrol branded lubricants continue to be sold around the world and are. market leaders. in many countries. In 2000. owned 71 per cent by the BP Group of the United Kingdom. There is a good possibility these days that when you drive into a fuel station. an attendant may tap your window and ask if you want to change the engine oil in your car. Castrol. . next only to the state-owned Indian Oil Corporation. In a staid category like lubricants. Super brands India recently rated Castrol as a Consumer Super brand. it has worked hard on its brand. . Market share stands at 21 per cent. The Castrol master brand enjoys an unprompted brand awareness of 92 per cent among consumers. The market is competitive and big Rs 14.000 crore per annum and growing at 4 percent. . . Lubricants are sold to automobile makers. Bharat Petroleum and Hindustan Petroleum But also from private sector rivals like Shell and Gulf Oil.COMPETTITION FROM PUBLIC AND PRIVATE COMPANIES Indian Oil. service centre and the retail network. . Be it sponsorship of Honda Super bikes or appointing actor John Abraham as a brand ambassador. .CASTROL BRANDING Castrol s branding has an enduring appeal because the company chooses all routes to market to take the message to the consumer. Take advertising. for instance. the company tries to create loyalty among consumers who are concerned about performance and delivery. . . . Viewed as per cent of turnover (five per cent). But the more interesting part of this story is the money that it spends towards advertising and promotion. In the overall lubricants market. Not surprising. it is lower than the industry average. . it gets away with demanding premium from its consumers. Castrol s brand recall rests unmatched. spent about the same as Castrol in 2008 around Rs 100 crore under the head advertising and publicity. Hindustan Petroleum. Castrol s advertising and promotion budgets are comparable. . for example. though it is several times bigger in size. Though smaller in size than its public sector rivals. . A big part of the promotional spending of the public sector lubricant makers goes into trade promotions and price support mechanisms. It is in fact a Fortune 500 company. the real battle for brand visibility is fought not just on the advertising and promotion. In this industry. . . .000 independent mechanic workshops. pricing and market expansion initiatives. The company set up the Castrol Authorised Service Associates network in 2007. the network is 400-strong and it services over 12. Castrol has a nationwide network of 270 distributors who service over 70. Today. Castrol uses trade management another strong marketing tool not only to build brand visibility but also to effectively implement inventory.000 outlets. currently in the World Rally championship. Moto GP. world superbikes. British Rallying. World Touring cars. Drag Racing.SPONSORSHIP The most prevalent display of the Castrol brand is to be found in sponsorship of varying motorsports (mainly as a "technical partner"). . Castrol also sponsored the UEFA EURO 2008 football tournament and will sponsor the UEFA Euro 2012 football tournament. Castrol sponsors the Castrol Performance Index. a player performance rating system. .Football Castrol sponsored Swindon Town football club from 1995 to 1997. Castrol is an official sponsor of the FIFA World Cup 2010 as well as the FIFA World Cup 2014. the bowling efficiency. the performance of the teams in the quick start over's and the extreme performance over's and many other factors. It is calculated by taking into consideration the batting momentum.CRICKET The Castrol Cricket Index for a team is a dynamic indicator of the overall performance of the cricket team. . Advertisements for Castrol oil historically featured the slogan "Castrol . this slogan is also being featured as the name for a new rewards club called the "Castrol Liquid Engineering Crew" in which members get the chance to win prizes. this was more recently refreshed and reintroduced as "It's more than just oil.liquid engineering".ADVERTISEMENT Castrol products are still marketed under the red. " In 2008. white and green colour scheme that dates from the launch of Castrol motor oil in 1909. It's liquid engineering. . CASTROL ADVERTISEMENT In the advertisement the rural India is discussed which is soon stepping towards prosperity as the person is prospering. Castrol CRB truck tv ad Sukhiram Dukhiram.mp4 . Castrol Commercial.flv . Nothing can fear the giant.ADVERISEMENT CASTROL No matters what Terrance is Castrol is always number 1. Oil n l . . NY. Formulated a petroleum-based lubricant in 1866 and trademarked the Valvoline name in 1873 in Binghamton. Valvoline has been serving American motorists longer than any other motor oil marketer. . John Ellis. Currently. Valvoline was founded by Dr.VOLVOLINE Valvoline is one of largest producers of motor oil in the United States. Valvoline World Headquarters are in Lexington. KY. In North America. a contractual "non franchise" branch of automotive care facilities named Valvoline Express Care. which includes over 800 company and franchise Valvoline Instant Oil Change locations. The "Do it for me" (DIFM) business. The "Do it yourself" (DIY) business includes a wide variety of automotive related products. . and the generally supply agreement only "We Feature" outlets. Valvoline is divided into two main sections. videoplayba _5. to get perceived and remembered .VALVOLINE focused on a very clear strategy. Which not only tells the consumer how clear it is like it s name but also very good for safety. stress free ride.FLV . MESSAGE The key consumer benefit to be communicated in the campaign was that no one makes a higher quality motor oil than Valvoline. Is for people who "really know about cars. " . starting friction and engine dirt. Key messages were that Valvoline: Offers protection against heat stress. Is "a brand you can trust. Ser o-engine-oil.m4 .fl . auto spare parts and bazaar shops across the country. agricultural and marine sectors. besides Indian Oil petrol stations . SERVO Xpress Centres. In the retailing segment. . the SERVO range is a one-stop shop for providing complete lubrication solutions in the automotive. SERVO lubricants are marketed through exclusive SERVO shops. For customers. industrial. Indian Oil's technical service Engineers are available on call to provide on site Tribology consultancy and value added services. Indian Oil team can provide solutions to just about anything automotive or industrial. . Backed by incisive knowledge of equipment. processes and machinery. SERVO will tame it. You name it.