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Across the world, lubricant oil is primarily used for cooling automobile engine,
around 40% is for industrial purpose and rest is for marine industry.
Shell, ExxonMobil, BP - Castrol, Sinopec, Chevron Texaco, Total, Lukoil, Fuchs,
Nippon Oil and Valvoline are the major global players in lubricant manufacturing
industry.
In the coming future global demand of lubricant will remain stagnated or grow at a
Currently, USA is the largest consumer of lubricant oil across the world. China and
India comes at second and third position respectively. But, in the next 7-8 years china
will overtake USA in terms lubricant consumption. Reason behind this is that US
automobile sector has reached at its saturation level, while the developing countries
like India and China, it is still growing.
The consumption pattern In Indian lubricant oil industry is similar to world lube
and Castrol, holding 80% of the market share in Indian lubricant industry.
IOCL is the market leader in the overall lubricants industry, with its market share at
40%.
Castrol dominates the automotive lubricant oil market, with 19% share of the bazaar
segment, followed by IOCL, which has 14% share of the bazaar segment according to
industry estimates.
Private players like Castrol, Shell, Gulf Oil, etc. account for 75% of the bazaar segment
As demand in the sector is expected to rise in the recent future, foreign companies are
years as a result of improving lubricant and engine quality. In addition the year 2013
was accompanied by slower GDP growth rate and subdued industrial activity that also
affected the industry margins.
The rate of growth is at 2.3 and 1.6 per cent per year vis--vis 0 2 per cent globally
2.5 per cent of world lubes market, perhaps, amongst the highest in the world.
The Indian lubricants market would grow at a considerable CAGR rate thus exceeding
USD 7713 million by 2017. India is a massive market for process oils.
Process oils are the biggest contributor within industrial lubes. India is a huge market
for process oils as well, accounting for 53 per cent of the overall industrial lubricant
demand.
Rapid expansion of the power generation and distribution infrastructure has created
in the economy.
The per capita lubricant consumption in India is quite low compared to developed
countries. However, a comparison with other developing countries like China and
Indonesia reveals significant potential in India for growth in lubricant consumption.
Decline in margin due to rising base oil (main raw material for lubricating oil
Manufacturing ventures are absorbing best practices from around the world. In this
process, they are changing their approach from buying the cheapest lubricants to
reducing the overall cost of lubrication. This takes into account the life of the
lubricant and cost of downtime. This portends well for higher-performing
lubricantsespecially synthetics and semi-synthetics.
Power generation, automotive manufacturing sector, higher investment in
cement, coal, steel, engineering, sugar, marine, defense, railways, power, surface
transport, fertilizer and others.
The business is driven by growth in infrastructure investments, manufacturing,
such as compressors, textile machinery windmills, captive power plants and others.
ratio. In India, improving lubricant technology has progressively increased the drain life of
lubricants.
As industry faces the challenges of lower production, a key requirement is to lower the
operating costs and total maintenance costs leading to rapid adoption of leading edge
lubricants that provide energy efficiency benefits and lowers the total maintenance costs.
Development in power, automotive, manufacturing and construction sectors generate
in 2014 to 42,780.7 KT by 2019, with a CAGR of 2.4 per cent between 2014 and 2019,
India is set to put its foots into the path of economic growth as well.
On the other hand, there has been a shift in the preferences amongst the consumers in
buying lubricants. Brand name, price, accessibility and services offered are becoming the
deciding factors for choosing between brands.
Primary Sale
Fleet Owners/
Bulk buyers
Distributors
Secondary
Sale
Wholesalers
Dealers
Tertiary Sale
Consumers
Mechanics
Blending plant is the place where base oil is processed; additives are mixed and
points or depots, as the name suggests these C&F agents are third party and they
provide the infrastructure support for storing of goods and in turn earn
commission.
On an average 37-45 stock points or depots are there for any lube oil company in
India. That is on an average 10-12 distributors order from a single C&F agent or
depot, thus they are geographically positioned accordingly.
Primary sale is the C&Fs sale to Distributors, Secondary sale is the Distributors sale
distributor.
Market Information
Buying and Assortment Building
Selling and promotion
Customer Relations
Risk Bearing
Branding
Financing ,Warehousing & Transporting
Management of DSRs
End users are mostly less or not aware about the quality, brand and other technical
different myths spread around in market and spreads that to end customers.
For a mechanic earning some extra money on filling a pack of engine oil of a
particular brand which gives him good return will be lucrative business and thus
comes the role of sales and marketing at the companies end.
Company which is able to come up with good promotional offer for their dealers
and mechanics wins the battle. It is sometimes distributor also who come up with
offers in order to increase their sales volume and get good return.
But, company can bear the cost of promotional cost all the time so comes the role
DSR that is Distributors Sales Representative, these are the people who become the
properly. They must be given proper route plans and soft skill training as sweetness
and calmness in their nature can earn more sales volume for the company.
They must strike the balance between distributors and companies reputation in
market, though they are paid by distributor but they are liable towards the brand
image of company.
Some of the major problems faced overall in the market are:
Delivery time from distributor to dealer,
The major parameters are margin, schemes, promotional activities, and branding of
product.
A product cant be placed in Indian market on the basis of brand only, without
from another.
Thus, the strategy in the Indian automotive segment has progressively been shifting
from the sales push, commodity type marketing strategy to a brand pull, fast
moving consumer good (FMCG) product type of marketing strategy.
This is especially in case of the Bazaar trade, which currently accounts for around
commodity to a FMCG, a wide distribution network and a good brand image are
the most important success factors in the automotive lubricant industry.
In the medium term, the players are expected to increase advertising expenses
with a lot of focus on development of brand image and improving brand equity.
With the slower growth rate in the automotive segment, declining margins on
account of rising base oil prices and increasing competition on account of the
presence of a large number of players in this segment, players are expected to
focus on Industrial lubricants as the key area for future growth in the Lubricant
Industry.
Thus, with the competition in the industry intensifying, a period of price