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, and it was there, on Thursday 9 March 1899, that the firm of C.C.Wakefield & Co opened its doors for the first time. In 1909, the company began production of a new Automobile Lubricant named "Castrol" (a contraction of Castrol Oil, from which it was made).

PRODUCTS
Castrol offers lubricants for virtually all domestic, commercial and industrial applications. For automotive lubrication (including Motorcycle 2 stroke engines and 4 stroke engines, car Petrol and diesel engine). Manual and Automatic Transmission range of fluids, chain lubricants and waxes, coolant, suspension fluids, brake fluids, and grease.

 For passenger cars: Edge, Magnatec,

Syntec and GTX; less commonly, XL, GTD, Formula RS, Synt and SLX. For motorcycles: Power1, PowerRS and Go! For heavy duty vehicles: Elixion,

Enduron, Hypuron, Tection, CRB and Agri.

 For ships: Cyltech and TLX Plus. For industrial applications: Hyspin
(hydraulic), Aircol (compressors) and Alpha (industrial gears).

 The company developed specific oil applications for various applications of the new Internal Combustion Engine, including cars, Motorcycle, and Aircraft.
In 1966, Castrol was acquired by British oil company Burma, which was renamed BurmaCastrol. In 2000, Burma-Castrol was acquired by the then BP Amoco plc (now renamed BP plc). Castrol branded lubricants continue to be sold around the world and are, in many countries, market leaders.

 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, owned 71 per cent by the BP Group of the United Kingdom.

 Market share stands at 21 per cent, next only to the state-owned Indian Oil Corporation. In a staid category like lubricants, it has worked hard on its brand. Super brands India recently rated Castrol as a Consumer Super brand.

 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.

COMPETTITION FROM PUBLIC AND PRIVATE COMPANIES

Indian Oil, Bharat Petroleum and Hindustan Petroleum But also from private sector rivals like Shell and Gulf Oil. Lubricants are sold to automobile makers, service centre and the retail network.

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. 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. In the overall lubricants market, Castrol s brand recall rests unmatched. But the more interesting part of this story is the money that it spends towards advertising and promotion. Viewed as per cent of turnover (five per cent), it is lower than the industry average.

 Though smaller in size than its public sector rivals, Castrol s advertising and promotion budgets are comparable. Hindustan Petroleum, for example, spent about the same as Castrol in 2008 around Rs 100 crore under the head advertising and publicity, though it is several times bigger in size.

 It is in fact a Fortune 500 company. In this industry, the real battle for brand visibility is fought not just on the advertising and promotion. A big part of the promotional spending of the public sector lubricant makers goes into trade promotions and price support mechanisms.

 Castrol uses trade management another strong marketing tool not only to build brand visibility but also to effectively implement inventory, pricing and market expansion initiatives. 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. Today, the network is 400-strong and it services over 12,000 independent mechanic workshops.

SPONSORSHIP
The most prevalent display of the Castrol brand is to be found in sponsorship of varying motorsports (mainly as a "technical partner"), currently in the World Rally championship, World Touring cars, Moto GP, world superbikes, British Rallying, Drag Racing.

Football
Castrol sponsored Swindon Town football club from 1995 to 1997. 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. Castrol is an official sponsor of the FIFA World Cup 2010 as well as the FIFA World Cup 2014.

CRICKET
The Castrol Cricket Index for a team is a dynamic indicator of the overall performance of the cricket team. It is calculated by taking into consideration the batting momentum, the bowling efficiency, the performance of the teams in the quick start over's and the extreme performance over's and many other factors.

ADVERTISEMENT
Castrol products are still marketed under the red, white and green colour scheme that dates from the launch of Castrol motor oil in 1909. Advertisements for Castrol oil historically featured the slogan "Castrol - liquid engineering"; this was more recently refreshed and reintroduced as "It's more than just oil. It's liquid engineering. " In 2008, 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.

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

ADVERISEMENT CASTROL
No matters what Terrance is Castrol is always number 1. Nothing can fear the giant.

Castrol Commercial.flv

Oil n

VOLVOLINE
Valvoline is one of largest producers of motor oil in the United States. Valvoline was founded by Dr. John Ellis. Formulated a petroleum-based lubricant in 1866 and trademarked the Valvoline name in 1873 in Binghamton, NY. Currently, Valvoline World Headquarters are in Lexington, KY. Valvoline has been serving American motorists longer than any other motor oil marketer.

 In North America, Valvoline is divided into two main sections. The "Do it for me" (DIFM) business, which includes over 800 company and franchise Valvoline Instant Oil Change locations; a contractual "non franchise" branch of automotive care facilities named Valvoline Express Care; and the generally supply agreement only "We Feature" outlets. The "Do it yourself" (DIY) business includes a wide variety of automotive related products.

VALVOLINE focused on a very clear strategy; to get perceived and remembered . Which not only tells the consumer how clear it is like it s name but also very good for safety, stress free ride.
videoplayba _5.FLV

MESSAGE
The key consumer benefit to be communicated in the campaign was that no one makes a higher quality motor oil than Valvoline. Key messages were that Valvoline:  Offers protection against heat stress, starting friction and engine dirt.  Is "a brand you can trust.  Is for people who "really know about cars. "

Ser o-engine-oil.m4 .fl

 For customers, the SERVO range is a one-stop shop for providing complete lubrication solutions in the automotive, industrial, agricultural and marine sectors. In the retailing segment, besides Indian Oil petrol stations , SERVO lubricants are marketed through exclusive SERVO shops, SERVO Xpress Centres, auto spare parts and bazaar shops across the country.

 Indian Oil's technical service Engineers are available on call to provide on site Tribology consultancy and value added services. Backed by incisive knowledge of equipment, processes and machinery, Indian Oil team can provide solutions to just about anything automotive or industrial. You name it, SERVO will tame it.