Page 13 - BPCL Journeys - A Special Edition for MAK Lubricants

Message

FROM EXECUTIVE DIRECTOR (LUBES)

’ ’Myview Few of the many smart moves

“MAK City Branding is a unique
initiative unseen, in my entire career,

by any marketing companies. The
Indore city’s face has been totally

changed and I thank BPCL for
supporting us in such aggressive
manner. This initiative has brought us
pride and respect in the market. I am
glad to be a part of MAK Team.”

-Abhishek Pamnani,
Sangam Scooter Parts, Indore

CITY BRANDING The initiative was a resounding success withChannel
and its rub -off Partners (Retail Outlet dealers, Lube Automotive
and Industrial Distributors) charged and energized
CImproving number of retailers selling MAK with the widespread visibility and the visible results.
MAK had the advantage of being first mover in this
and increasing the wallet share of existing initiative, as no other Lube marketing company
retailers. anywhere in India had carried out this type of
intensive branding activity in any city.
CCreating a value proposition for the Retailers
The City Branding exercise included a number of
and there by getting more retailers enrolled for elements done extensively across the city which
marketing of MAK brand from their counters. brought widespread visibility and brand impact.

CCreating a long term relationship with the From one city in 2014-15, to 24 cities in 2016-17, the
City Branding initiative has been a game changer
Retailers and thereby creating a sustainable for the Lubricants business with MAK Cities across
business model for MAK. India showing good growth .

CSince there is a pull created for the brand, VÉxÉÔWÉ 13

more number of mechanics will become brand
ambassadors – through enrolment for MAK Garage/
MAK Serve.

CInnovative branding options ensures very cost

effective and concentrated communication to the
target segment.

CMoving away from discount war and there by

getting a premium for MAK Brand.