Castrol: a professional approach

Company Castrol, one of the leading manufacturers of high-tech lubricants, presented in Moscow on its new product line of Castrol Professional, designed for exclusive use by authorized services. According to marketing director of Castrol in the CIS countries and Scandinavia Mary Kurshinoy in the near future oil SLX Professional will be replaced by EDGE Professional, which is connected with the global strategy of the company to develop a single brand Castrol EDGE. The new product has already received advice from the world's largest manufacturers, partners, Castrol - Volkswagen, Audi, Skoda, BMW, Volvo, Land Rover and Jaguar. Fluorescent glow of oil EDGE Professional in the ultraviolet range will be the hallmark of the product and will mark its authenticity. Distinctive features of the technology will also microfiltration and Fluid Strength Technology, the strength and elasticity of the oil film from 40% to 80% compared to leading competitors. "The conclusion of a new line of professional motor oil on the world market will allow us to solve the problems that faced us with our customers - both engineers the world's largest automotive companies, and authorized services - said the sales director of Castrol in the CIS countries, Scandinavia and Turkey Omer Dorm . - We also plan to develop a software package Castrol Professional, offering new products to our partners in the field of training, consulting and software. We see our task is to work with our clients to work to improve loyalty and satisfaction of end-customer service ". In addition to Omer and Maria Kurshinoy Dorma, the journalists' questions about the new line of Professional, as well as plans for Castrol in the Russian market, said CTO Castrol Arkady Markov and manager of PR and Marketing Communications Alexander Shestiperov. Maria Kurshina: - Our strategy - to look above and beyond what is required at this time. We spent a lot of research around the world. In the creation of our new product Professional were used not only by our specialists, but also our partners in the automotive companies. Segment Professional - is oil for cars of certain automakers. Their logos can be seen on the front label. These are the ones who recommend our oil for their cars. Oil, on which there are no logos, designed for the Korean and Japanese cars. For those with whom we have no partnerships. - If oil Castrol Professional set up with car makers, what was the depth of their admission to the creation of the product? Arkady Mark: - We received a detailed terms of reference from the manufacturer, and is used to create oil. It is, rather, they gave us access to their techniques. For example, we have a standard one or two people are always assigned to the BMW. But our relationship is just a partnership: with the help of our center in Pengburne where we are oils on engines over the past 3-4 years, it was decided a lot of structural problems cooperating with us automakers. - Oils line Professional is designed for authorized service centers. Does this mean that the unauthorized services will not be able to get this product? Maria Kurshina: - We work directly with authorized dealers who directly receive oil Castrol Professional. Unauthorized services are working with distributors and get regular oil. That is, those who stand on the shelves in stores. But we understand that the crisis has created a churn from formal to informal service stations. In this market, we are not leaders, and even aspire to it. But plans to work in this segment we have. - Will have a fluorescent glow of oil is not out of line Professional? If not, how do you plan to protect them against counterfeiting? Maria Kurshina: - No, the fluorescent glow will only Castrol Professional. With regard to counterfeit, it has officially registered cases were not. This is due to the fact that even the composition and appearance of our products is very difficult to forge. Arkady Mark: - We created the company's website section "Ask the Expert". And about 50% of all the issues out there that's about it. Recipe on how to avoid counterfeit, no. Only by buying our oil in the shop where it is delivered by authorized vendors, you can be sure. - Castrol organizes training for staff of the service centers, but what you can teach these people? How to pour the oil in a car? Arkady Mark: - First of all, it depends on them, that will come in the purchase order. Yes, these people are versed in engines, but most do not have any idea about the work of the engine oil. They can not tell customers about why it is needed as to why oil is dark with time. But if the specialist does not understand what is and what it does, the motivation disappears with time. It is a fact. Our partners are well aware, therefore, continue to invite us for training. According to the statistics we have about 80% of the absorption material. Always want more, but eventually I learned how to safely treat these parameters. Of the group of 15-20 people there are always two unmotivated. Naturally, as a result of trainings we send all the results for our partners. - No Does Castrol desire to build a plant in Russia? Arkady Mark: - Castrol has a lot of factories around the world. Russia is working on two plants - in Hamburg, Germany and Belgium, Ghent. We also have a network of research laboratories. In particular, Russia operates a plant in English Pengburne. As for building a factory in Russia, unfortunately, in our country do not have high quality raw materials. And if no raw materials, the production loses its meaning. Do not bring the same it from abroad? - What are the prospects for the spread of transmission lubrication in Russia? Arkady Mark: - Transmission lubricant does not attract as much attention as a motor. Still, 80% of sales falls on the engine oil. We always follow economic indicators: if the market there is a need in the product, we are working in this direction. - How did the company's market position over the last year? Maria Kurshina: - In Russia, Castrol is the leader in the premium segment. Our market share increased. Especially if you take the counter. We are pleased with our position. However, the premium segment is limited, and we think about expansion. Arkady Mark: - I would like to add that Castrol - the only company showing growth as in 2009, and in 2010. - What kind of victory, and possibly defeat suffered Castrol among automotive brands lately? Someone has gone from the competition to you, or vice versa? Maria Kurshina: - I want to note that authorization does not provide partnership. 100% presence, we have only to Ford. This exclusive. As for other manufacturers, we have very much decide the relationship in a particular market. In various dealer networks, we are present with a share of 80% to 100%. But we continue to work with both missions, and with dealers. It also plays a role our training. How long it took from the competition? A lot. We keep such statistics. - At the moment trends in the automotive industry are environmentally friendly and reduce costs. Castrol is moving in this direction? Arkady Markov: - Castrol develops in the wake of the automotive industry. What does the future hold? "Euro-4" assume, for example, mandatory use of the filter soot particles. But we have long have oil to meet future requirements. We follow a policy of automobile market, but also to monitor trends. - The presence of Castrol in both football and motorsport - this is primarily a marketing move? Maria Kurshina: - Castrol - it's more than oil. Oil - the product is virtually invisible and intangible. Our business requires innovative marketing steps. Our sponsorship agreements in the sport - it's a little more than the usual sponsorship. We track the results not only on sales. Also plays a big role consumer familiarity with the brand. - Does the Castrol plans to fund the Russian sports? Maybe make the Russian rating Castrol? Alexander Shestiperov: - Tools used by us for ratings Castrol, - are universal. They work in five major continental championship, the Champions League, European League, World Cup and Europe. They will work in Russia. History, of course, interesting. We are interested in working with the Premier League and the KHL. As for the sponsorship of teams, we support football as a sport. - Not going there to support Russian Castrol motorsport? Alexander Shestiperov: - We prefer to speak MOTOR. We have a longstanding relationship with the team "Kamaz-Master". But in Russia, MOTOR is in the beginning. He is interested only in a narrow circle of enthusiasts. Castrol - the market leader, and our partners need to be leaders. But we never say "never." But not in the near future for sure. Moreover, our interest - the premium segment.