Page 15 - BPCL Journeys - A Special Edition for MAK Lubricants
P. 15
#MAK
Know more at www.bharatpetroleum.in
Before branding >> MAK SERVE
This activity has been replicated across Enrolling mechanics and their garages for
the country to get maximum mileage promoting MAK Brand through innovative
and visibility out of this innovative means Communication is very critical for
initiative. Transformational garage the success of the brand. This prompted us
branding has been implemented to go in for Garage transformation – there
cars, bikes, trucks, tractors and auto by transforming the entire Garage to MAK
rickshaws garages. Branded authorised Service station.
This initiative is mainly for creating Benefits of
brand awareness and brand recall TRANSFORMATIONAL Garage
for MAK. The rub off effect would branding
ultimately be:
CCreates awareness for the MAK brand at the Point of Purchase
CImproving sales from that CIt is a visible information and communication regarding MAK’s
garage and also creating a pull for association with a premium garage
the brand and thereby increase
in sales across the garages in that CProvides for a professional image of MAK
vicinity. CServes as an advertisement of our brand even if customers are not
CCreating a value proposition for purchasing lubricants / availing of any service at the garage
the mechanics and there by getting CThe reach and impact is extremely widespread in the area especially
more mechanics enrolled for 2nd
level branding of their garages and if it is heavily populated
usage of MAK brand from garages.
CHelps in establishing our presence in the highly influential mechanic
CCreating a long term relationship
/ garage segment
with the mechanics/garage owners
and thereby creating a sustainable CHelps in building a long term relationship with the garage owner
business model for MAK.
and garage mechanics
With the triple objective of Reinforcing
brand visibility and availability, CHelps us use MAK branded garages as a tool for customers to
Reassuring customer of Brand Choice
and Relationship building with garage make a choice towards MAK grades with expert advice from garage
owners and mechanics we are hopeful mechanics
that the MAK SERVE garage initiative
will take us a long way ! CProvides a branded garage to customers in the similar look, feel
and experience to Authorised Service Stations.
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