Financial Daily from THE HINDU group of publications
Saturday, Oct 29, 2005
Financial Daily from THE HINDU group of publications Saturday, Oct 29, 2005 |
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Marketing
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Strategy Castrol in for image makeover Our Bureau
Mr Naveen Kshatriya (right), Managing Director, Castrol India, with Mr A.R. Ramchander, ED, at the relaunch of the brand Castrol, in Mumbai on Friday. — Paul Noronha
Mumbai, Oct. 28 A BRAND new positioning, a new logo and a 360-degree communication strategy — lubricant major Castrol India is in for an image makeover. Talking about the new positioning, `Castrol - It's more than just oil. It's Liquid Engineering', Mr Naveen Kshatriya, Managing Director, Castrol India, said that the focus now would be on the well being of the vehicle. "While most lubricant brands talk about how a vehicle could change a person's life, we are going to talk about how Castrol has been formulated with specialist molecules that help increase the performance of an engine. We want to drive in the message as to how its various ingredients address various issue of an engine." "It is about how Castrol helps to keep the engine clean, ensures a safe drive, keeps compression up, reduces sludge in the engine and so on. Hence, the focus on liquid engineering," he added. Mr Kshatriya felt that the new positioning would contemporarise the brand and connect well not only with its existing customers but also with the new generation. "India is the second largest motor cycle market with 50 million bike owners, and is the fastest growing car market. India sold one million cars in 2004." The brand re-launch has also been accompanied with the launch of new products such as Castrol Edge in the car segment, which is reportedly a high-end product meant for those passionate customers who want the best for their cars. It has also launched products such as Active 4T and Castrol Power 1 in the motorcycle segment. Also on cards is the launch of a TV campaign, driving its proposition of liquid engineering and a host of below-the-line activities.
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