Page 17 - BPCL Journeys - A Special Edition for MAK Lubricants
P. 17
Transformational #MAK
Branding of Retailer
Shops Know more at www.bharatpetroleum.in
In the Lubes Bazaar market, the This initiative has been well received ’ ’Myview
Retailer or Counter Shops are the in the market and rendered many
point at which the customer directly advantages to the business: “MAK has given me boards, painting & merchandize
comes in contact with the brand. - a new face to my shop, which is great. What’s
Retailers typically stock a large Creates awareness for the MAK
number of brands, and for our product brand at the Point of Purchase even greater is that it has done the same for all my
(MAK) to stand out, we need to have mechanics and premium customers. MAK has become
strong brand visibility at this point. Visible information and
Shops are typically cluttered, with a communication regarding MAK the talk of the town.”
number of Lube OMCs putting up Flex availability at the Retailer shop . -Rakeshji,
Boards, Point of Sale Units, Display
Racks etc. Provides for a professional image Pal Auto, Manpur
of MAK
To create an impact at the point of Expected rub-off :
purchase to the target segment, it is Serves as an advertisement of our From branding of
necessary to communicate visually at product even if customers are not Retailer shops
the Retailer shops. In a highly cluttered purchasing lubricants at that time
market segment where multiple CImproving sales from that
players are there trying to garner each The reach and impact is
and every bit of space available in the extremely widespread in the area counter and also creating a pull for
retailer shop, it was necessary for us the brand and thereby increase in
to do something differently so that we Helps in establishing our sales across the counters in that
get the desired level of brand visibility presence in the highly influential vicinity.
at the ground level. In line with this mechanic / garage segment
thought, complete transformation of CCreating a value proposition for
the entire shop in to an exclusive MAK It gives an impression of a
Lube Shop was piloted. This broke the company authorized and the Retailers and there by getting
clutter and gave the desired level of exclusive MAK Lube shop more retailers enrolled for 2nd
impact for the brand not only in that level branding and marketing of
shop but also in the catchment area This is a cost effective, long term MAK brand from their counters.
where the shop was located, thereby brand communication
creating immense awareness for the CCreating a long term relationship
brand.
with the Retailers and thereby
creating a sustainable business
model for MAK.
Key results of the MAK The initiative is being replicated across
#1 brand in all Lubes Territories in the country.
eover NASHIK This would surely contribute towards
reinforcing the MAK brand in our
Growth in Growth Growth customer’s minds, breaking through
Automotive in Bazaar in Key the clutter of normal Lubes on-ground
Distributors Channel Brands advertising and enabling us to get
excellent mileage and visibility.
Additional
margin Find your MAK : www.maklubes.com
earnings
VÉxÉÔWÉ 17
