Retailer Shop Transformation
In the Lubes Bazaar market, the Retailer or Counter Shops are the point at which the customer directly comes in contact with the brand. Retailers typically stock a large number of brands, and for our product (MAK) to stand out, we need to have strong brand visibility at this point. Shops are typically cluttered, with a number of Lube OMCs putting up Flex Boards, Point of Sale Units, Display Racks etc.
As part of our strategy to promote MAK’s visibility at the ground level, it was decided to carry out an initiative whereby one Retailer Shop would be branded exclusively with MAK. This project was carried out on a pilot basis at M/s L.J. Automobiles, Sewree, Mumbai (a Retailer regularly uplifting MAK grades). The shop of M/s L. J. Automobile was transformed to highlight MAK through attractive creatives, strong brand communication and use of BPCL colours. The spanking new look shop was inaugurated on 14th August by Mr. K. P. Chandy, ED (Lubes) in the presence of local Lubes Council members and Lubes Western Region team, apart from our Channel Partners and Mechanics.
This initiative would have the following advantages:
It is a visible information and communication regarding MAK availability at the Retailer shop
It provides for a professional image of MAK
It serves as an advertisement of our product even if customers are not purchasing lubricants at that time
The reach and impact is extremely widespread in the area
Helps in establishing our presence in the highly influential mechanic / garage segment