Thursday, October 20, 2005

Brand Building of Low involvement category - engine oil Brand

MOTUL Lubricants is on a brand-building drive. Motul? Brand building? For a 152-year-old company, MOTUL Lubricants is little known in this part of the world, though it came into India 11 years ago. There's enough reason for this. The company makes an engine oil brand that is a very low involvement category. Moreover, it is a relatively less marketed brand compared to others in the genre like CRB Plus, GTX and Super TT from Castrol and Servo from Indian Oil. Lastly, it had to pull out of the Indian market for five years in 1997.

For the uninitiated, MOTUL, France, claims to be one of the largest independent lubricants companies in the world and operates in more than 80 countries. The brand, which first entered India in 1994 (in a JV called MOTUL Mafatlal Lubricants), is now available in India through Atlantic Lubricants and Specialities (ALSL), which manufactures MOTUL's products at its in-house plant in Silvassa. Motul's JV with Mafatlal broke up eight years ago and it tied up with ALSL in 2002