Lubricating oil prices rise and rise, how the market is promoted

One of the mistakes often made by lubricating oil dealers when doing the market is extensively spreading the Internet, and lack of key training, that is, all customers do. As long as the other party wants the goods, this is like this, just like a salt sprinkled into the lake, it is impossible to have a taste.
We’s energy, material, and financial resources are limited. We must focus on being a certain industry. Instead of ten birds in the forest, it is better to do it in hand and make a client group. In the face of small groups and fewer customers, we can produce a lot of effects only with a small amount of investment. For example, determining the concentrated energy as a transportation team can continue to be subdivided into food transportation, steel transportation, container, earth and stone, etc. And these smaller industries are either concentrated in a certain area, or customers are familiar with each other. As long as you do a few, you have a certain “movement” in the industry.
The method of doing the market. For example, if you do a repair shop, whether the boss sells your product is mainly to see two points: one is whether it is easy to sell, and the other is whether you can make money. As a general brand, the profit is generally high, but if it is not easy to sell, or it takes energy to sell, the shop owner will refuse your product, and to let the product sell well. We only need to solve two problems. But: First, tell him what users are suitable for the product, such as the wide viscosity range, what are the benefits of users? It can be explained from the suitable running long distance, it can also be explained by the ability to reduce wear. Talk to the introduction according to the user’s differences; The target market is determined that as for how to choose promotions, general manufacturers will have these promotional products, and they must choose according to the needs of target customers. The standard is “high value, low cost as possible”, with sufficient temptation, sales volume will also be With guarantee.
The dealer friends must remember that customers are not selling expensive products, nor do they sell cheap products, but products that sell “money”. Mao profit is the price difference, the retail price is high, and the price difference is large. How to increase the retail price? This depends on your product selling point and brand image. These two points can be created or updated on the basis of the factory provided by the factory. After refining, let your target customer group understand that you can use a single page and hanging banner to promote the brand. The image shop, or do a few typical customers, with the demonstration effect of the “leader”, other customers are easy to get it. Generally speaking, the manufacturer’s production door is more and good, you need to make full use of it; and the typical customers are a stable sales for you. For manufacturers, there is also a gimmick of publicity. Many big international brands lubricating oil manufacturers To this day, I have made a certain customer and a company to promote it, let alone small and medium -sized brands lubricating oil?
shallow analysis of lubricating oil brand market promotion and brand planning
brand advantages are corporate competition is corporate competition The most precious advantage. Domestic lubricant brands have insufficient innovation, positioning and technical support, and lack of market research and scientific planning. To plan the brand of lubricating oil, you should start from several aspects:
a. Depending on the brand’s competitiveness, including its market awareness, price system, and network services.
b. Analysis of brand positioning includes research on brand audit and evaluation, market research, and brand positioning methods. Brand positioning emphasizes personalization and should strengthen the relationship with the oil company. With the coexistence of multiple brands, stress push the main brands, and at the same time to form and maintain characteristic differentiation between different brands.
c. To ensure quality, you can set up a stricter internal control quality index under the premise that meets national standards.
D. Customer services for brand products; this is the core of brand value. Gas stations, auto parts stores, auto repair plants, and fast oil replacement: waiting for lubricant to promote marketing.
We are already in the era of brand. The brand image plays an increasing role in the competition of modern enterprises, but only companies with certain strengths, products with certain strengths in domestic and foreign markets, strong funds, and international trade experience can expand their market share through the brand to expand their market share through the brand Essence It can be said that brand advantages are the most valuable advantages in corporate competition.
. The defects and deficiencies of domestic lubricant brands
1. Lack of innovation
Innovation is a powerful weapon for today’s brand to compete for the market and expand living space. No matter how long it is, how prominent it is, and no matter how famous it is and how strong it is, if the market changes and customers have an indifferent attitude, sooner or later will fail. Innovation cannot only stay at the level of product launch, but must realize the launch and configuration of the brand. Relatively speaking, domestic lubricant brands lack innovation and are mainly manifested in; products have been consistent for many years, and new products have been introduced, and similar products are not different; the packaging styles are old and lack of changes; brand connotations and creativity are widely, and promotion lacks new ideas; brand promotion channels Monsoilize.
2, brand positioning and image shaping are not allowed
brand positioning is easy to enter the misunderstanding of “creating brand names” or “insufficient positioning”. Only to play a strong power in competition.
The brand image is an important symbol of consumers for product recognition. The brand image is not clear, which will cause product characteristics to be inconsistent with the focus of consumer attention. With the successful shaping of image impact and radiation, the brand will vividly present in front of people’s eyes, and consumers will feel the existence of the brand among the many information. Domestic lubricant brand positioning is too empty. For example: Positioning and propaganda such as “caring for drivers” and “love your car”, it seems that the characteristics are not clear enough, because these characteristics are almost the common characteristics of all lubricating oil brands, and will not have a strong impact on consumers. force.
3. Lack of strong technical and service support
In terms of technology development, the unified planning and coordination of state -owned lubricating oil companies is still insufficient. The research and development advantages are not obvious. Compared with the gap between advanced technology, the power of lubricating oil technology services is relatively weak. The market development and scientific and technological development of high -end lubricants are insufficient, quality upgrades are slow, and the gap with foreign brands is large. The proportion of high-end oils above the total lubricant in my country is relatively low, especially the high-end oil ratio of SG and CF-4 or above is lower, which cannot form competitive strength in the high-end oil market.
The domestic lubricant companies still often participate in market competition by advertising and price reduction. Most companies have not yet entered the scope of higher -level services and image competition, positioning the service Han in maintenance services, and lack of perfect supporting system services for pre -sale, mid -sales, and after -sales. It is difficult for consumers to have a sense of identity in the market and consumers. It is difficult to rely on advertising investment. It is believed that making a brand is advertising, not paying attention to investment in product quality and service.
. Lubricating oil brand planning
1, brand competitiveness analysis
(1) Market awareness
The major groups of Petroleum and Sinopec have formed many areas due to historical strikes Sexual brands have their own traditional markets. The brand generally has a high degree of awareness in their respective traditional areas, and has a certain market share, especially the market share such as industrial oils is higher, but it enjoys nationwide. There are not many brands with higher popularity and extensive recognition. Although domestic lubricant companies have launched high -end products, they have not formed truly competitive brands. rn中国的润滑油市场是国内较早开放的市场，目前世界各大润滑油品牌都已挤入中国，并己经占据了很有利的位置，包括美翠、嘉士多、埃索、 Shells, Calds, and so on. Most of these brands have invested in construction and modulation plants in Mainland China. At present, the total sales of international brands of lubricating oil in my country are about 500,000 to 600,000 tons, which are mainly concentrated in high -end oil. Almost all multinational oil companies entering the Chinese market will use lubricating oil as the main product of their most brand effects. They make full use of their technologies, brands and other aspects, as well as mature marketing operation experience over the years. The region has been recognized by consumers. It has a high share of lubricating oil high -end cloth fields.
The local lubricant companies generally have relatively weak strength, and most of the brands do not have much influence, but there are also some outstanding brands. Relying on many years of unremitting efforts and successful operations, they have successfully established their popularity in the field of lubricating oil, which has caused it, which has caused it, which has caused it, which has caused it, which has caused the popularity, which has caused it, which has caused it, which has caused it, which has caused it, which has caused it, which has caused it, which has caused it, which has caused it. Consumer’s attention.
(2) Price
In general, the product price positioning of well -known brands of multinational oil companies is high. They make full use of their brand image to adopt a high -priced strategy to obtain brand premium profits. Nowadays, multinational petroleum companies also have a tendency to expand to mid -range markets. The prices of state -owned lubricants brand products generally lowered the products of multinational oil companies, and the prices of different grades and different brands are also different. Most local brands of lubricant oil adopt a low price entry and expansion strategy, and the price is at low -end, but as the development price of the enterprise is gradually penetrating to the mid -to -high end.
The multinational oil company has strict sales price management of its authorized dealers, and the price system maintenance is very strict. In comparison, domestic companies have defects in the setting and maintenance of the lubricating oil price system, which leads to frequent prices and channeling phenomena between dealers, causing product prices and brand images to hurt.
(3) Network and services
The user is very concerned about whether it can supply timely supply, especially in the peak sales season. The image is damaged. To enhance the brand’s impact and market competitiveness, it is necessary to supply users in a timely manner to minimize the intermediate link of lubricating oil sales. Change the current large circulation operation methods, and gradually refine customer management and maintenance.
At present, the sales network of foreign brands such as “Mobil” and “Esoto” is relatively complete. It has a strict management of the sales network of authorized dealers and greatly protect the interests of authorized dealers. Many domestic lubricating oil brands are not strict enough in terms of channel specifications and management, and the formulation of price systems. They often occur in problems, and the benefits of dealers cannot be effectively guaranteed.
2, brand positioning and expansion
(1) Brand audit and evaluation
When brand positioning and image shape, you need to be clear:
The value and its evolution of the brand;
The decision -making for the brand focuses on increasing the sales price or increased sales, or both;
Impact of brand value; brand evaluation methods in the entire organization.
(2) Market research
“Knowing and knowing that one another, no fighting”, detailed and complete market research is the basis for the correct positioning of the brand. The main content of market research should include:
The total demand for local lubricant markets;
The market share of the company’s brand in the local area;
The price, sales volume, marketing, marketing, marketing, marketing Strategy and channels;
The dealers to understand their market sales, opinions, and suggestions;
understand consumer opinions and suggestions, understand the brand cognition, brand image and cognition among consumers the value of.
(3) Brand positioning method
. The consistency of the positioning method
brand positioning refers to the process of establishing or shaping a brand image related to the target market. The target market is usually determined by a successful positioning strategy. Brand advantage positioning should be structured where consumers can feel, and must be continuously conveyed to consumers. Connect the brand’s functions with consumer psychological needs in a consistent form, and passing the brand positioning information to consumers is a common characteristic of successful brand.
1. Consumer division
This Customer groups are more representative (industrial oils are different) with car lubricant groups. After analyzing this part of the client group, it was found that only about 20%were rational consumers, and most of the rest were perceptual consumers. Consumers for car lubricants can generally be divided into the following types:
The passion type: there is a soft spot for car feelings, strong brand awareness and identity, usually fixed brands, not sensitive to prices, oil consumption, oil use It is relatively stable and pays attention to the final performance. Most of them are high -end car users.
Expert types (such as professional drivers): Special ability to maintain, pay attention to quality and price, use packaging oil with a certain brand of a certain brand, most of them are used in mid -range cars.
The responsible type (such as transportation service users): With certain maintenance knowledge, knowing how to use oil, you will buy trusted brands, but mainly pay attention to performance price ratio and do not pay special attention to the brand.
The diligence type: I like to maintain it by myself, treat the vehicle as an important investment, and is not sensitive to the price.
Ilvas to seek peace type: mainly private car owners and high -end automotive oil users, they have not much maintenance experience and knowledge, relying on the promise of mechanic/shop/brand, and the use of oil to hand over to auto service units such as auto repair. Completed; willing to buy brands, the opinions and suggestions of terminal sellers have a great impact on them.
The minimum maintenance type: neither paid attention to car maintenance nor to spend money on vehicle maintenance.
of course, the type of type divided by all consumers is not absolute, and there are actually many cross -phenomena.
2, brand differences
brand differences, that is, the brand’s personalization, emphasizes the differences between multi -brands to avoid similarities. If the difference between the two brands is only the difference between the name and there is no other obvious difference, it is difficult to deal with the market segmentation of the market. Not only will the enterprise itself confuse their products, it is difficult to determine the development ideas of different brands, and users will not have a sense of identity in the publicity of the enterprise.
The differences in the brand are first reflected in the product itself, including basic oil resources, additive formulas, process flow, packaging materials, packaging design and appearance, etc. The differences in propaganda methods, sales channels, etc. focus on different points.
3, brand status
This oil is the most brand effect in petrochemical products. Usually it is the best carrier of Da Petroleum to show its corporate image. The company’s popularity is closely related to lubricating oil brands. Most foreign oil companies use the company name directly as the name of its lubricant brand. Most domestic consumers understand these petroleum companies through lubricating oil brands. Therefore, the lubricant brands of the two major groups of Petroleum and Sinopec should strengthen their affiliation with “Petroleum” and “Sinopec” in publicity. Features. This approach can not only make full use of the precious intangible assets of the internationally renowned and high degree of faith, reflect the status characteristics of the enterprise, and form a strong support to the brand. Essence
. The integration and extension of the lubricant brand
1, the necessity of coexistence of multi -brand
The branded brands such as “Kunlun”, “Flying”, “Seven Stars” and “Daqing”. Sinopec has brands such as “Great Wall”, “Sea” and “South China Sea”. Multi -brands coexist and push the main brand, which can enable companies to occupy different market segments due to more brands, retain the growth opportunities of different brands, increase market coverage, and make up for market gaps. Now the integration and treatment of different brands, foreign companies have more mature practices. Domestic brand integration has entered a misunderstanding. A brand covers various grades of “high”, “middle”, and “low”. In the nominal, it is exhausted, but it brings consumers to the vague concept and cannot distinguish the brand. The better thing is that the main brand should be promoted nationwide, the product variety series should be comprehensive, and the coverage should be relatively broad; the deputy brands will help and supplement the main brand on the basis of stable traditional areas and traditional customer bases. Even if the subdivision and differentiation between brand products are not large, they can attract their respective customers in traditional areas and maintain the rate of preservation of old brand consumers and customers. Although multi -brands have the shortcomings of decentralized enterprises and increased publicity and maintenance difficulties, it is difficult for a single brand to be fully covered by the product market positioning and price system design. It is likely to lose the original market share of other brands.
2. The keyization of brand features
The key to the coexistence and growth of multi -brand is to form and maintain characteristic differentiation between brands, so as to subdivide and occupy different markets. Increase the overall market share, rather than squeeze each other’s market and compete for a unified type of customer base. If a situation is formed, it is a major failure of corporate brand strategy.
It, in the process of mergers and acquisitions of a well -known international oil company in the domestic market, the characteristic differences and integration of its two major brands are used as an example to make a brief explanation.
brand A: technical leading, passion and excitement, winning
brand B: environmental pioneer, creative thinking, change leading
From the positioning of the above brands, we can see the differentiated comparison of the characteristics of the two brands. obvious. Before the integration of brand A, the market has achieved its leading advantage in the Chinese market. The company’s name, after integration, implements differentiated strategies different from brand A: environmental protection, innovation and change, etc., emphasizing environmental protection, change and creativity. The two major brands have their own emphasis on each other, and they have received good integration effects in parallel.
3, brand main production and technical guarantee
It to cultivate lubricating oil brands that can withstand the long -term test of the market and consumers, we must firmly establish the concept of “quality is life”.
First of all, we must ensure that the basic oil quality of all products is absolutely reliable, and the use of excellent quality basic oil resources; to ensure technological advantages, accelerate technological innovation, close to the market, so that scientific research can truly reduce costs and improve product quality services, ensure scientific research on scientific research Targeted and closely combined with production, and strengthen the ability to convert technological innovation. We should focus on strength and strive to form a truly competitive core technology to enhance the brand image. Focus on the development direction of lubricating oil science and technology to improve the product grade to adapt to the fierce competition in the lubricant industry, adapt to the recipe technology update requirements and the challenges of environmental pressure on traditional single agent technology. Gasoline engine oil should develop towards the direction of improving high temperature and purity and low temperature decentralization performance, antioxidant abrasion, more environmental protection and energy saving, and extending the oil exchange period; diesel engine oil should be controlled in favorable dry control, improve energy saving effects, extend the service life of the service life The development of the direction; the vehicle’s gear oil should be in the morning in the direction of improving anticorrosive, thermal oxidation stability, sealing adaptability, and abrasion resistance to adapt to a wider range of regions and temperature difference changes and various vehicles.
It in the use and formula selection of additives, we must not only consider the scientific and advanced nature of the formula, but also pay attention to the adaptability and sensibility of different nature of basic oil. Product packaging design should be novel and fashionable, in line with consumers’ habits, and reflect humanization; they cannot stand on their own. Because of the old age, they should be tailored. Strict requirements for product quality standards should be strictly required, and more stringent internal control quality indicators can be set up under the premise of compliant national targets. The quality of the product quality is 100%, and the unqualified products must not be issued.
In production, the same brand should strive to achieve centralized production and relatively independent to reflect the differences with other products. The same brand should not diffuse and distribute. On the one hand, it is convenient for corporate management and strict quality; on the other hand, it can also avoid differences or changes caused by product quality due to dispersing production.
4, brand product service and guarantee
Make customer service and guarantee for brand products, establish and develop good relationships with customers, and improve customers’ satisfaction with the company is the core issue in marketing work. With customer -centric, customer first must be used as the core values ​​of the enterprise. The internal organizational structure and process should be carried out by customer -centric, which is as specialized and flat as possible. Providing customers with thoughtful and satisfactory services is the core of brand value.
It to maintain and enhance the brand image, we must do: establish technical service institutions, do a good job of oiling knowledge training, technical consulting and services, and random event processing, and provide tracking services; establish packaging oil and distribution logistics systems, quickly and thoughtful, fast and thoughtful. The service has established a good relationship with the customer; the establishment of customer management materials is responsible and dynamic management; regularly visit customers to listen to their opinions; form a customer feedback system, including its feelings of product performance, quality, price, packaging and image, etc. And suggestions for improving services; there is a special customer complaint handling system, which has a special management system and personnel to deal with customer complaints. No matter what kind of original difficulties, the response should be given within 24 hours, and it should be resolved in time and successfully. To satisfy customers; provide customers with the necessary product promotional materials, automatically check the phone in 24 hours, and provide full -scale product information services.