Lubricant Marketing, Selling, and Key Account Management

Cover
Half Title
Title Page
Copyright Page
Contents
Preface
Biography
Glossary
Chapter 1: Introduction
1.1. Purpose
1.2. Approach
Chapter 2: Fundamentals of Marketing and Selling
2.1. Introduction
2.2. Marketing
2.3. Selling
2.4. Opening and Closing Deals
2.5. Summary
References
Chapter 3: Lubricant Marketing and Sales Channels
3.1. Introduction
3.2. Types of Lubricants
3.2.1. Automotive Lubricants
3.2.2. Industrial, Marine, Mining, Aviation and Other Lubricants
3.3. Channels to Market
3.4. Direct and Indirect Marketing Channels
3.5. Factors Involved in Selecting Channels to Market
3.6. Channel Support Strategies
3.7. Different Channel Objectives
3.8. Assessing Marketing Channel Effectiveness
3.9. Summary
Chapter 4: Understanding Markets: Market Research
4.1. Introduction
4.2. Market Research Process and Analysis
4.3. Analytical Methods
4.4. Identifying Market Potential
4.5. Market Dynamics and Changes
4.6. Types of Customers
4.7. Competitor Analysis
4.8. Identifying Competitive Position in a Market
4.9. Sources of Market Information
4.10. Data Analysis and Research Report Preparation
4.11. Summary
Chapter 5: Forecasting Lubricant Demand
5.1. Introduction
5.2. Methodologies for Forecasting
5.3. Forecasting in the Oil Industry
5.4. Historic and Current Drivers of Lubricant Demand
5.4.1. Long Oil Drain Intervals and Extended Oil Life
5.4.2. Low Equipment Maintenance
5.4.3. Tight Mechanical Tolerances and Improved Seals
5.4.4. Fill-For-Life Lubricants
5.4.5. Effects of Current Drivers on Demand for Lubricants
5.5. Emerging Drivers of Lubricant Demand
5.5.1. Climate Change
5.5.2. Electric and Hybrid Vehicles
5.5.3. Hydrogen Power and Fuel Cells
5.5.4. Demographics, Economics and Pandemics
5.6. Future Markets for Lubricants
5.7. Lubricant Demand Forecasting
5.7.1. Demand Forecast
5.7.2. Supply Forecast
5.7.3. Application of the Methodology to Other Lubricant Markets
5.8. How to React to Unexpected Events
5.9. Summary
Reference
Chapter 6: Retail Lubricants: Consumer Buying Behaviour
6.1. Introduction
6.2. Types and Characteristics of Retail Lubricant Customers
6.3. Retail Customer Buying Influences
6.4. Consumer Purchasing Decisions
6.5. How to Influence Lubricant Consumer Purchases
6.6. Automotive Lubricant Specifications
6.7. Why Lubricant Consumers Are Key Decision Makers
6.8. Summary
References
Chapter 7: Industrial Lubricants: Company Buying Behaviour
7.1. Introduction
7.2. The Industrial Buying Function and Process
7.3. Methods of Evaluating Alternative Suppliers
7.4. Marketing and Sales Strategies and Tactics for Industrial Customer Buying
7.5. Buying Centres, Key Decision Makers, Key Decision Influencers and Gatekeepers
7.6. Industrial Lubricant Procurement Issues
7.7. Summary
Chapter 8: Use of PR and Advertising Agencies for Effective Marketing
8.1. Introduction
8.2. Market Communication Processes and Tasks
8.3. The Promotional Mix
8.4. Advantages and Disadvantages of Communications Methods
8.5. Advertising Agency Selection and Briefing
8.6. Public Relations Agency Selection and Briefing
8.7. Public Relations and Press Releases
8.8. Public Relations and Public Image
8.9. Benefits of Effective Advertising and Public Relations
8.10. Summary
Reference
Chapter 9: Lubricant Market Communications
9.1. Introduction
9.2. Retail Lubricant Market Communication
9.3. Industrial Lubricant Market Communication
9.4. The Role of Salespeople in Lubricant Market Communication
9.5. Lubricant Advertisements and Press Releases
9.6. Finding Out What Works and What Doesn’t
9.7. Summary
Chapter 10: Detailed Lubricant Market Segmentation Methods
10.1. Introduction
10.2. Market Segmentation
10.3. Product Positioning
10.4. Segmentation Criteria
10.5. Macro and Micro Variables
10.6. Target Market Segments and Values
10.7. Summary
Chapter 11: Influence of Automotive Lubricant Packaging on Sales
11.1. Introduction
11.2. Retail Brands and the Use of Brands
11.3. Retail Lubricant Brands
11.4. Retail Lubricant Packs and Packaging
11.5. Lubricant Pack Labels and Labelling
11.6. Influence of Lubricant Packaging on Branding
11.7. Waste Packaging Plastic and Packaging Recycling
11.8. Alternative Packaging and Methods of Delivering Lubricants
11.9. Retail Lubricant Branding and Sales
11.10. Summary
Chapter 12: Marketing Inputs to New Lubricant Development
12.1. Introduction
12.2. The Product/Market Matrix and Product Life Cycles
12.3. The New Product Development Process
12.3.1. Organisation for New Product Development
12.3.2. Idea Generation
12.3.3. Idea Screening
12.3.4. Idea Evaluation
12.3.5. Agreement Between Marketing and Product Development Departments
12.3.6. Preliminary Business Analysis
12.3.7. Product Development and Testing
12.3.8. Test Marketing
12.4. Formulating and Developing a New Automotive Lubricant
12.4.1. The Specification
12.4.2. Choice of Base Oil(s)
12.4.3. Choice of Viscosity Index Improver
12.4.4. Developing the Dispersant/Inhibitor (DI) Package
12.4.5. Evaluating and Finalising the Formulation
12.5. Formulating and Developing a New Industrial Lubricant
12.6. Introducing the New Lubricant to the Market
12.7. Lubricants and Fluids for New Applications
12.8. Summary
Reference
Chapter 13: Customer Support Services as a Marketing Aid for Lubricants
13.1. Introduction
13.2. Scope and Limitations of Customer Support Service
13.3. Types of Customer Support Service for Lubricants
13.4. Lubrication Surveys
13.5. Objectives for Providing Customer Support Service
13.5.1. Increased Contribution
13.5.2. Increased Volume
13.5.3. Security of Tenure
13.5.4. Brand Image
13.5.5. Other Benefits of Technical Service
13.6. Balancing the Cost of Customer Support Service
13.7. Deciding Who Receives Customer Support Service
13.8. Organisation of Customer Support Services
13.8.1. Marketing Strategy
13.8.2. Types of Industry
13.8.3. Location of Industry
13.8.4. Communications and Geography
13.9. Customer Service Reporting and Control
13.10. Summary
Chapter 14: Devising Lubricant Marketing and Selling Strategies
14.1. Introduction
14.2. Strategic Analysis
14.3. The Need to Plan
14.4. Marketing Plans and Action Plans
14.5. Marketing and Sales Strategies
14.6. Key Performance Indicators and Key Success Factors
14.7. Common Planning Pitfalls
14.8. Benefits of Strategic Planning
14.9. Summary
Reference
Chapter 15: Organisation for Effective Lubricant Marketing and Selling
15.1. Introduction
15.2. Marketing Department Activities and Development
15.3. Business Functions and Silo Organisations
15.4. Influences of Company Size
15.5. Alternative Marketing Organisations
15.6. Alternative Sales Force Organisation
15.7. Measuring Marketing and Sales Performance
15.8. Summary
References
Chapter 16: Lubricant Pricing Policies
16.1. Introduction
16.2. Prices and Supply and Demand
16.3. Prices and Costs
16.4. Product Pricing Strategy
16.5. Lubricant Base Oil and Additive Pricing and Prices
16.6. Automotive Lubricant Pricing Issues
16.7. Automotive Lubricant Prices
16.8. Industrial Lubricant Pricing Issues
16.9. Industrial Lubricant Prices
16.10. Future Trends
16.11. Summary
Chapter 17: Key Account Management
17.1. Introduction
17.2. Key Accounts
17.3. Issues in Managing Key Accounts
17.4. Key Account Manager’s Skills, Qualities and Activities
17.5. Effective Key Account Management
17.6. Differences in Key Account Status
17.7. Selecting Key Accounts
17.8. Sales Team Objectives for Key Accounts
17.9. Pitfalls in Managing Key Accounts
17.10. Preparing a Key Account Strategy and Plan
17.11. Benefits of Key Account Management
17.12. Summary
Reference
Chapter 18: Supply Chain Management
18.1. Introduction
18.2. The Physical Flow of Products
18.3. Information Management
18.4. The Organisation and Management Structure Controlling the Supply Chain
18.5. Integrated Supply Chains
18.5.1. Primary Supply
18.5.2. Secondary Transportation
18.6. Global Supply Chains
18.7. Disruptions to Global Supply Chains
18.8. Logistics Function Challenges
18.9. Road Transport Strategy
18.9.1. Principal Transportation Issues
18.9.2. Own or Contracted Vehicles
18.9.3. Transportation Management
18.9.4. Information Technology and Road Transport
18.9.5. Road Transport Performance Management
18.10. Tender Bundling
18.11. Summary
Chapter 19: Practical Sales Tactics for Lubricants
19.1. Introduction
19.2. Benefit Selling Methodology
19.2.1. Fewest Correct Lubricants
19.2.2. Lubrication Instructions
19.2.3. Lubrication Organisation
19.2.4. Lubricating Devices
19.2.5. Storage and Handling
19.2.6. Lubricant Life
19.2.7. Oil Purification
19.2.8. Lubrication Controls
19.2.9. Customer Staff Training
19.2.10. Preventative Maintenance
19.3. Selling Lubricants
19.4. Examples of Benefits Achieved by Lubricant Users
19.5. Benefits of Lubricants in the Future
19.6. Selling Retail Lubricants
19.7. Selling Industrial Lubricants
19.8. Common Mistakes Made by Salespeople
19.9. Tips for Salespeople
19.10. Summary
References
Chapter 20: “One-Stop-Shop” Solutions for Marketing Lubricants
20.1. Introduction
20.2. “one-stop-shops”
20.3. “one-stop-shop” Facilities and Systems
20.4. Drivers for Globalisation
20.5. Advantages and Disadvantages of “One-Stop-Shops”
20.6. Future Trends
20.7. Summary
Index