Brand revitalization of Servo from IOCL

1. Adrenaline Hike
Team Phoenix
Sayan Aditya
Niladri Saha
Rohan Engineer

2. Lubricant Industry in India
Industry Brief Major Players
 India is the seventh largest lubricant market in the Four major players(brand):
world and the sixth largest automotive lubricant 1. Castrol India Limited
market. 2. Indian Oil Corporation Limited(Servo)
 Market of finished lubricants in India, 1.86 million 3. Bharat Petroleum Corporation Limited (MAK)
metric tons which is valued at $2.8 billion in 2009. 4. Hindustan Petroleum Corporation Limited
These four contribute to 70% of the overall market.
 Three major market sectors: Automotive, Industrial Other players like Shell make up the minor market.
and Marine & Energy applications. Servo from IOCL commands 40% of the market share.
Industry Outlook
• Market of finished lubricants in India is expected to grow at a
CAGR of 3.7% till 2015.
• Automotive lubricants constitute 63% of the Indian market
• The current growth in the automotive lubricant market is led
primarily by increased four stroke motorcycle and passenger car
sales, recovery in agri-driven lubricant consumption and a
growing, new generation, high technology, tractor segment.

3. Major Lubricant Brands in India
Company Lubricant Brand Positioning Brand Association Communication
Strategy
•High tech products •Easily available •Strategically
•Value added almost everywhere located modern
services by IOCL •Value for money petrol stations on
tech engineers highways
•Television ads
•Loyalty Programs
•Caters to the lower •Value for money •Television ads
end of the market lubricant featuring normal
•Low impetus on actors
high performance •Ads at dhabas and
highways
•High performance •High Performance •Sponsoring
engine oil •Motorsports motorsports
•Technologically •Castrol Football •High impetus on
advanced Index performance
enhancing for high
end vehicles
•Purely functional •Value for money •Television ads
benefits lubricant •Participation in
•Increase the life of youth festivals
your engine •Association with
•Low cost car and bike rallies

4. Major Lubricant Brands in
International Markets
Company Lubricant Brand Positioning Brand Association Communication
Strategy
•Technology Leaders •High Quality •Sponsoring in
in lubricants •Highly reliable motorsports
•Delivers first class products •Television and print
lubricants ads showing
technical leadership
•Technologically •Reliable •Sponsoring in
driven •Improves motorsports
•High Performance performance •Television and print
•Low cost due to ads highlighting
supply chain superior
efficiencies performance
•Green Technology •High Reliability •Television and print
•Environment •Longer Engine life ads highlighting
Friendly •High performance green technology
and environment
safety
•Low cost •Value for money •Good distribution
•Good Performance •Not very high Channels
reliability •Mainly WOM
marketing and
referals

5. Brand Servo
Brand Positioning Brand Communication
•SERVO’s main mode of promotion is
•Tagline-“100% performance. Every time” through petrol pumps.
•Servo is positioned as a brand that gives •IOCL have a YouTube channel
engine life, reduces friction and optimizes (Indianoilcorpltd) where the latest
performance advertisements of SERVO are uploaded and
•Functional benefit highlighted in all forms shared.
of communication. •‘SERVO 4T CAR in a CAN’ offer.
•‘SERVO 4T ZOOM’ game (on zapak.com).
Brand Association Customer behavior
•Moderate cost with high performance, so
attractive for customers
•Easily Available almost everywhere
•Customer tends to use Servo during
•Value for Money
servicing of automobiles.
•High Performance
•Purchase mostly done from nearby petrol
•High Reliability
pumps.
•Better engine life
•If bought product is used over a period of
1-2 months

6. Brand Identity
Present Brand identity Targeted future
Brand Identity
Physique Personality
Performance Simple Physique Personality
Masculine Traditional Performance Adventurous
Logo Indian Speed Sporty
Thrill Bold
Picture of Sender
Relationship Culture
Relationship Culture
Reliable Cooperative
Reliable Cooperative
Friendly Sharing
Friendly Sharing
Trustworthy Open
Trustworthy
Next Generation
Picture of Receiver Reflection Self Image
Ambitious Passionate
Reflection Self Image Confident Performance
Economical Machine user Independent seeking
Conservative Value seeking Upbeat
Performance
seeking

7. Leveraging The distribution
network of IOCL
•The hoardings of the Force India car with
brand logo of Servo will entrench
association of racing, speed and modern
with Servo brand.
•This hoarding will be visible from quite a
•When a car or a bike stops for refuelling
distant since petrol stations are mostly on
at the petrol stop, it stops on the
highways.
chequered area.
•It gives a spontaneous association with
racing since chequered flag is an integral
part of F1 race.

8. Leveraging The distribution
Cost: * * network of IOCL
Reach: * ***
The association with motorsports entrench the speed, sporty and contemporary association with
Brand Servo. Youth in the age group 20-35 gets an instant connect.
Co Branding with Force India at petrol pumps across the country provides mutual benefits. Hence cost
of co-branding comes out to be very low
Entrenching
Brand
Associations
As soon as the customer comes near the petrol pump the banner of “The power to transform” is seen
and he gets a clear message about Brand Servo’s usage benefits
The chequered flag area near petrol filling places further differentiates the experience of the customer
and gives an association of speed, race and thrill to both Indian Oil and Servo brand

9. Servo Speed Stops @ IOCL petrol pumps
Cost: * *
Reach: * ***
•Servo Speed Stop is the servicing block at Indian oil Petrol pumps.
•The speed stops provide service facilities like engine clean up and other
maintenance function so that “100% performance is maintained”
•These wing will also be the place to display and educate the customers
about the benefits of lubricants in automobile usage.
• This stops will focus on communicating the functional aspects of Brand
All of us have seen the
Servo and demonstrate hands on performance improvement after using it
MacDonald's “M” logo on
high poles in Noida and in
the NCR
•Also a mode to build customer relationship in the form of interacting and
providing guidance to maintain long engine life.

10. Co-Branding with TV shows
Cost: * * ** Stunt mania Servo
Reach: * ***
•Lubricant Partner.
•Thrill, Speed,
youth and Sporty.
•Pulsar Stuntmania is a stunt biking adventure event popular amongst the age group-18-30.
•It showcases thrill, speed and modern probiking stunts to generate interest about biking and racing
amongst the youth surrounding the Brand pulsar
•Servo will co-brand with Pulsar as the lubricant partner. In return Servo can take up Pulsar’s model in
its lubricant ad campaigns thus jointly promoting the brands.
•Association with the show will attribute the smooth functioning of bikes to usage of quality engine
oils and lubricant brand like Servo.

11. Proximity marketing during Auto Expo
Cost: * * Expo Website
Reach: * ** •Auto Expo 2012 is one of the most covered events
amongst automobile lovers.
•Servo will be the lubricant partner organizing the
proximity marketing infrastructure for the expo.
•Proximity or Bluetooth marketing refers to the
means of advertising or sharing product information
on customer mobile phones when they are near to
the product
•Call to action banners will urge the crowd to keep on the
Bluetooth.
•When near an automobile viewers would receive infos
about them. The downloadable content will have logo of
Servo as the lubricant partner
•Since Servo facilitates the product specification via the
proximity network hence cost of advertising Servo is low.
•Association-lubricant partner of wide range of
automobiles, world class quality, contemporary

12. Lubricant Sponsor of Racing and
Cross Country rallies
Rally Poster
•Cross country rallies are gaining popularity
as motorsport and adventure becomes a
Cost: * *
rage in India
Reach: * *
•Maruti Suzuki have been organizing Raid
de Himalaya and desert storm since 2004.
•Futura, Castrol have been associated with
various other rally events
•The recently concluded India –Bangladesh 4 day cross country rally received tremendous media
support. Rugged terrain , long lasting performance and racing enthusiasm has been the main features.
•Servo can be the lubricant or co-title sponsors for major rallies across the nation.
Associations : Enduring Performance, Adventure, Racing

13. Cost: * * ** Servo Speed Show
Reach: * **
•Castrol, AutoCar, Overdrive –these are some of the brands that sponsors auto shows on
television. Also commands high TRP ratings in age group 18-35.
•The shows provide latest automobile launch updates, auto performance reviews and in
depth analysis and tips about existent auto products
•For Servo to leverage association with modern automobiles, speed and technology which
enthuses the youth , it should sponsor a news review show on a sports network
•The Cost may be high but the reach will be specific and will have long term implication.
Brand recall will be very high through this mode

14. Long term Association Medium-
Cost: * * ** Buddh Intl. Circuit Seating Arena
Reach: * ***
•It’s the grand stand sitting arena which will house the
Servo logo.
•Lot of promotions are done before the start of F1 race.
The arena is shown on TV repeatedly. The brand will
receive lot of recognition at that time.
•Those coverage typically starts a month before the race
is scheduled

15. Timelines of various Initiatives
Servo Speed Show @Ten sports
Rallies Rallies Rallies
Servo Speed stops @ IOCL
petrol pumps
Order of Occurrence
Co branding with Pulsar
Auto
Expo
Banner display, cut outs and Banner display, cut outs and
chequered area at IOCL petrol chequered area at IOCL petrol
pumps pumps
0-4 months 5-8 months 9-12 months 13-16 months 17-20 months 21-24 months
Timeline

16. Thank You