Castrol

CASTROL INDIA
History
Charles Cheers Wakefield, Castrol s founder, was an entrepreneur in the grandest sense of the word. In 1899, when at age of 39, he left a job at Vacuum Oil to start a new business at Cheapside in London, selling lubricants for trains and heavy machinery. 8 former colleagues followed him into the new company. Early in the new century, Wakefield took a personal interest in two sporty new motorised contraptions the automobile and the aeroplane. The company started developing lubricants especially for these new engines, which needed oils that were runny enough to work from cold at start-up and thick enough to keep working at very high temperatures. Wakefield researchers found that adding a measure of castor oil, a vegetable oil made from castor beans, did the trick nicely. They called the new product Castrol.
Introduction
Castrol India Limited is the second largest player in the Indian lubricant industry and is the market leader in the retail automotive lubricant segment. Castrol India is part of the BP Group worldwide.
Introduction
Castrol India Limited is a Public Limited Company with 70.92% of the equity held by Castrol Limited UK (part of BP Group). In 2003 the company's turnover was Rs.1360.51 crores and Profit After Tax was Rs. 137.38 crores. From a minor oil company, with a share of about 6% in 1991, Castrol India has grown to become the second largest lubricant company in India with a market share of around 22%. Brands - Castrol and BP
Introduction
The company has 5 manufacturing Plants across the country, including a state-of-the-art plant in Silvassa. The company reaches its consumers through a distribution network of 270 distributors, servicing over 70,000.retail outlets.
Introduction
Castrol India has clearly demonstrated its commitment to Indian consumers for over 80 years, by offering its international range of high performance products backed by the highest level of customer service. The company has managed to gain sustainable competitive advantage through: Distinctiveness driven by continuous innovation in all areas of business Winning culture and a desire to excel Strong meaningful relationships with all stakeholders
Competition
Indian Oil Bharat Petroleum Hindustan Petroleum but also from private sector rivals like Shell and Gulf Oil.
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. Be it sponsorship of Honda Super bikes or appointing actor John Abraham as a brand ambassador, the company tries to create loyalty among consumers who are concerned about performance and delivery. Not surprising, it gets away with demanding premium from its consumers.
Network
Castrol has a nationwide network of 270 distributors who service over 70,000 outlets. The company set up the Castrol Authorised Service Associates network in 2007. The network is 400-strong and it services over 12,000 independent mechanic workshops. Bike Zone, a multi-brand two-wheeler service centre initiative launched in 2005, was another strategic step. It is a franchise initiative. This (Bike Zone) strategy is about preparing for tomorrow s growth. Most of the sales in the last five or six years have come from select cities. In the future, growth is going to come from Tier 2 and 3 cities as well as rural areas.
Brand Recall & Innovation

ITS MORE THAN JUST OIL . ITS LIQUID ENGGINEERING
Castrol backs its brand recall with technology upgrades. It has been launching four or five products every year to keep pace with changing technology, emission norms and consumer needs. Engine technology must respond to stringent emission regulations being legislated globally. Modern engine and engine oil technologies often result in longer oil change intervals, which, in turn, results in less oil top-ups. But Castrol s premium brand equity helps it sell regular upgrades to willing consumers. It goes to great lengths to ensure its products suit tough Indian road conditions.
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Castrol

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Castrol

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CASTROL INDIA

Brand Recall & Innovation

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