DEVELOPING

BRAND EQUITY
IN MY ORGANIZATION:

TOTAL LUBRICANTS
Presented For:

Dr. Razia Begum,

Professor,
Department Of Marketing,
University of Dhaka.

Presented By:

Taslim Ahmed,
ID# 40814016,
Department Of Marketing,
University of Dhaka.
THE ORGANIZATION
“Bangladesh Petroleums & Lubricants” is the local partner of world
famous “Total Lubricants" since 2003. This product is formulated in France
and blended & packed in Singapore. “Bangladesh Petroleums & Lubricants”
operates the marketing activities of this product in Bangladesh with the help of
“Padma Oil Company Limited (POCL)”, One of the subsidiaries of
government owned BPC (Bangladesh Petroleum Corporation). POCL buys
lubricants from the company and supplies to their 480 petrol pumps around the
country. There are 15 warehouses and 9 sales office for “Total Lubricants”
around Bangladesh, with the collaboration of POCL.

“Total” is a leading multinational energy company with nearly 1,00,000

employees and operations in more than 130 countries. Exploration and
production activities in 41 countries, Producer in 29 countries. Together with its
subsidiaries and affiliates, Total is the fifth largest publicly-traded integrated
international oil and gas company in the world.

Total engages in all aspects of the petroleum industry, including Upstream

operations (oil and gas exploration, development and production, LNG) and
Downstream operations (refining, marketing and the trading and shipping of
crude oil and petroleum products). Total is also a major actor in chemicals (base
and specialty chemicals).
TOTAL LUBRICANTS: THE PRODUCTS
AUTOMOTIVE:

•ENGINE OIL:PETROL/DIESEL/CNG
•GEAR & TRANSMISSION OIL
•BRAKE & CLUTCH FLUID
•COOLANT

INDUSTRIAL:

•HYDRAULIC OIL
•REFRIGERATION OIL
•HEAT TRANSFER OIL
•GAS ENGINE OIL
•STEAM CYLINDER OIL
•TURBINE OIL
•TRANSFORMER OIL
•CUTTING OIL
•GREASES
THE WAREHOUSES
1. Chittagong (Main
Installation)
2. Dhaka (Godnail)
3. Dhaka (Paribag)
4. Khulna
5. Parbortipur
6. Rangpur
7. Rajshahi
8. Baghabari
9. Natore
10. Barisal
11. Jhalokathi
12. Chandpur
13. Ashugong
14. Sylhet
15. Shreemongal
THE SALES OFFICES

1. Dhaka
2. Chittagong
3. Khulna
4. Bogra
5. Rajshahi
6. Rangpur
7. Barisal
8. Sylhet
9. Comilla
THE SOURCES OF BRAND EQUITY
Brand Awareness: Customers have well Brand
Recognition and Brand Recall Performance
regarding the “Total” brand. When customers go
to the store they are able to remember the
brand.

The consequences of such Brand Awareness are:

•Learning Advantage
•Consideration Advantage &
•Choice advantage

More Awareness can be established about “Total”

brand by increasing familiarity, reinforcing the
brand visually or verbally and using shock
advertising.

Brand Image: A positive brand Image is

created by marketing programs that link strong,
favorable and unique associations to the brand in
memory.
THE BRAND ASSOCIATIONS
The Brand associations regarding “Total Lubricants” are:

Good quality with quality base oil and additives.

Dependable and reliable performance of the product.
Competitive pricing.
Attractive, convenient and secured packages of the
product.
Greater availability of the product around the country.
Wide range of products from automotive to industrial
purpose.

The “Strength of Brand Associations” of “Total” product

is high by means of past experience, price, quality and
personal recommendation.

The “Favorability of Brand Associations” of this brand is

also good to customers as they found the brand associations
are Relevant, Distinctive and Believable. Here is a good
blend of Desirability and Deliverability.

The “Uniqueness of Brand Associations” is not so much

present for “Total” brand products.
FRAME OF REFERRENCE FOR
BRAND POSITIONING
The Target Market: Customers those required
lubricating oil for Industrial and Automotive
purpose.

The Main Competitors: Mobil, BP, Castrol,

Caltex, Shell

The Brand Similarity: All are lubricating oils

brands.

The Brand Difference: “Total Lubricants” does

not blend or pack their products (in container
and carton) in Bangladesh like many other brand
do.
THE BRAND ELEMENTS FOR “TOTAL”
Brand Name: The brand name “Total” is a “suggestive” one, it suggest a
benefit or function. The whole range of lubricants is available in the “Total
Lubricants”.

Logos/Symbol: An attractive and colorful logo is present in the brand.

URL: A global Uniform Resource Locator (URL) is available for the brand as
www.lubricants.total.com

There is no effective Brand Mantra and Slogan/Jingles for this brand. There
is no presence of characters or spokespeople also. To strength the brand
equity characters, mantra or slogans can be introduced to the brand.
THE BRAND ELEMENTS FOR “TOTAL”
Packaging: Packing is available in 1 Litre,
4 Litre and 5 Litre for can. The colors of
container are Ash, White, Silver, Golden,
Blue, Green etc. Packing is also available in
15 Litre Pale and 200 Litre barrel depending
on the product. The carton for can is
suitable for carrying as the weight limit is
15-25 Litre.
MARKETING PROGRAMS
Personalized Marketing: For “Total Lubricants”,
only experiential marketing is followed. Such as
for the product “QUARTZ 3500” consumers enjoy
the experience of strawberry fragrance.

There is a little chance for one-to-one

marketing and permission marketing for the
brand.

Perceived Quality & Value: This brand

ensures all the dimensions for product quality
such as Performance, Features, Conformance
quality, Reliability, Durability, Serviceability
and Style & Design. There are very little
complaints from the end users regarding the
perceived quality.
MARKETING PROGRAMS
Relationship Marketing: Relationship marketing
is necessary for more holistic ,personalized brand
experience to create stronger consumer ties.
Mass customization is not possible for lubricants
products. But After marketing and Loyalty
Programs are done for the “Total” brand by the
company.

After Marketing: Periodical testing of the

product, compensation for any delivery related
loss for the customers, effective communication
etc.

Loyalty Programs: Sophisticated and updated

database for the effective consumers, Taking
suggestions and complaints from the top
customers, Sending the loyal customers special
offer and invitation etc.
PRICING:
In general, an effective value pricing strategy
should strike the proper balance among the
following:

Product Design & Delivery: The products of

“Total Lubricants” are multi grade and directly
imported from Singapore. The cost of delivery to
the customers around the country is also borne by
the company itself.

Product Cost: There is no manufacturing,

blending or packaging plant in Bangladesh for the
brand. So, there is no option to lower the cost for
the company.

Product Price: This is the premium over product

cost and company follows the consumers’
perception about price and the other competitors’
strategy. Consumers are very much price sensitive
regarding such brands.
CHANNEL STRATEGY
Direct Channel: Lubricating products
are sold to prospective customers
directly from the company by phone,
mail, fax and in person visit.

Push & Pull Strategy (Indirect

Channel): The company, “Bangladesh
Petroleums & Lubricants” ,provides
slotting allowance, introductory deals
and postponed billing to the retailers
and dealers.

There is no application of Retail

Segmentation and Cooperative
Advertising in Channel Support in the
company for the “Total” brand.

Padma Oil Company Ltd (POCL) serves

the company as an effective Marketing
& Distribution channel as they supply
“Total Lubricants” to their filling
stations throughout the country.
MARKETING COMMUNICATIONS:
“Bangladesh Petroleums & Lubricants”
follows several marketing communication
programs for “Total Lubricants”

Direct Response Advertising: Mail,

telephone.

Place Advertising: Posters, Product

Placement, Point of Purchase, Shop
signage.

Trade Promotions: Point of Purchase

display allowances, Dealer Incentives,
Training programs etc

There are lacking in many sectors of IMC

for the company like media advertising,
online advertising, event marketing &
sponsorship. Improvement of these IMC
sectors will enhance the Brand Equity of
“Total” brand.
PROMOTIONAL ITEMS
 THEPOWER
THE VALUESOF
OFTHE
THEBRAND:
TOTAL TOTAL
BRAND
FOR AUTOMOTIVE LUBRICANTS
In general, an effective value pricing strategy
should strike the proper balance among the
following:
THANK YOU