Internship Report by Arthor

1.
0 INTRODUCTION
How promotion plays an imperative role in branding is the theme of this report.
These days, a brand is a crucial part of a product. In the marketplace, we can find
very few unbranded products. Consumers have a tendency to view a branded
product of high price, high quality product. And here comes the role of promotion
to inform and influence the customers about the brand. The primary objective
of promotion is to communicate with the customers. By exercising promotion
marketers try to aware the customers about the brand or to create a positive
image in the mind of the consumers. Again they use promotion to create a strong
brand association. But the communication process is changing as the marketing
strategies are changing nowadays. Marketers are exercising the new concept
Integrated Marketing Communication (IMC), a blend of promotional tools to
communicate with the customers.
1.1 ORIGIN OF THE STUDY

The Internship Report is prepared as a prerequisite for the completion of the
Bachelor of Business Administration Program of the Independent University,
Bangladesh. The objective of this internship program is to provide the students
an opportunity to have a real life experience in the job market. From this
curriculum, the students obtain a prospect to translate their speculative idea in
real life situation. Under this program, students are placed in diverse
organizations or firms to learn practical stuffs and then they have to submit a
report on the topic assigned by the organization. The duration of finalizing the
report is approximately 3 (three) months. The proposed topic of this internship
report is The Role of Promotion in Branding: With Special Reference to Total
Lubricants. As a student of marketing, this topic helped me to get the facts about
how promotion affects in branding in the lubricant industry.
1.2 PURPOSE OF THE STUDY
The purpose of this study is to assemble information, analyze the assembled
information and finally offering some recommendations.
The Role of Promotion in Branding: With Special Reference to TOTAL Lubricants
1.3 PROBLEM STATEMENT

The problem statement of this report is,
To determine the Role of promotion in building a brand:
With Special Reference to Total Lubricants
1.4 OBJECTIVES
1.4.1 Broad Objective
To optimize the Role of promotion in building a brand:
With Special Reference to Total Lubricants
1.4.2 Specific Objectives
o To identify the Role of Promotion in Branding
o To identify the Role of Promotion in Branding in Lubricant Industry
o To identify the Promotional Activities of Different Companies in
Bangladesh Lubricant Industry
o To develop a Communication Program that Total Lubricant will Offer
1.5 SCOPE OF THE STUDY
The geographic scope of this study is entire Bangladesh. But this study analyses
only Chittagong region. And regarding the products, only consumer automotive,
more specifically engine oil has been analyzed in this report. And about
companies, this report analyses on Mobil, BP, TOTAL, Caltex, Castrol, Sino,
Fuchs, and Sharlu.
1.6 LIMITATIONS OF THE STUDY
Without any exception this report has some limitations too. The limitations of
this report are:
o This report ignores the industrial sector.
o The report could not have enough sources for data collection.
o This report is prepared on the basis of only Chittagong region.
o Lack of Time is another constraint to complete the report in a discrete way.
2.0 TOTAL GROUP: A GLOBAL MULTI-ENERGY PROVIDER

Total Lubricants is one of the recognized lube oil companies in the global
lubricant market. The activities of TOTAL Group are shown below:
o Worlds fourth-largest publicly-traded integrated oil and gas company
o Largest market capitalization on the Paris Bourse and the euro-zone:
130,5 billion at December 31, 2005
o 112,000 employees
o Operations in more than 130 countries
o Exploration and production activities in 41 countries
o Producer in 29 countries
o More than 500,000 shareholders
o 2005 sales is 143,2 billion
TOTALs operations span the entire oil and gas chain, from exploration,
development and production to midstream gas, refining and marketing, and
crude oil and petroleum product trading and shipping. Total is also a world-class
chemicals producer, and has interests in coal mines, cogeneration and power
generation. In addition, Total is helping to secure the future of energy through its
commitment to developing renewable energies, such as wind, solar and
photovoltaic power.
2.1 TRADE SERVICE INTERNATIONAL (TSI)
Trade Service International is the sole distributor of TOTAL Lubricants in
Bangladesh in 2003. It was founded in 1984. Its major concern was TSI
Constructions. But later they focused on lubricants products. In 2001, they first
brought ELF products in Bangladesh. But when TOTAL acquired ELF they
started to take TOTAL products from 2003.
2.2 PADMA OIL COMPANY LIMITED
Padma Oil Company is one of the petroleum and oil distributing subsidiary of
Bangladesh Petroleum Corporation. In 2003, Trade Service International went in
joint-collaboration with Padma Oil Company Limited to sell and distribute their
TOTAL products. Now with this joint-collaboration TOTAL is now enjoying 428
refueling stations of Padma.
2.3 MISSION
The mission statement is,
Making the brand and product categories familiar among the potential
customers through promotional activities as well as increasing market share by
10% within December 2008.
2.4 VISION
The vision is,
To be the market leader in the lubricant industry by providing continuous
customer satisfaction with high quality product at a competitive price.
2.5 PRODUCT PROFILE
TOTAL Lubricants has different product lines. It has automotive, industrial,
motor, tractor, aviation and marine lube oils. In case of automotive, there are
gasoline engine oil and diesel engine oil. Others are hydraulic fluids, transmission
fluid, gear box fluid etc. For industrial products, there are hydraulic oils,
compressor oils, gear oils, turbine oils etc.
2.6 HUMAN RESOURCE PROFILE
The human resource profile is as follows:
Chairman
Syed Mahmudul Huq
Managing Director
Syed Ruhul Huq
Director
Syed Samiul Huq
General Manager
Amir Hossain
Senior Executive
(Marketing and Sales)
Ratan Sinha
Accounts Officer
Johurul Islam
3.0 METHODOLOGY
Methodology is a process of choosing the appropriate method from different
available methods. It includes all the activities that are required to conduct the
research and translate it into a final report. There are various sections of
methodology, such as, research design, data collection method, sampling design,
and data analysis method.
3.1 RESEARCH DESIGN
Research design is the process that specifies the way the required data will be
collected. For the most part, this research report is prepared on the basis of
secondary data study. From the viewpoint of function, it is a descriptive research.
The objective-oriented methodologies are as follows:
3.2 OBJECTIVE 1
3.2.1 Types of Research
Desk Research
3.2.2 Nature of Data
The nature of data of the report is Qualitative Data
3.2.3 Sources of information
The sources of information are Secondary Data. The sources are different books
of marketing management, brand management, and promotions.
3.3 OBJECTIVE 2
Desk Research
The sources of information are Secondary Data. The sources are previous office
reports and websites of TOTAL Lubricants, EXXON Mobil, British Petroleum
(BP), Chevron Texaco (Caltex) and others.
3.4 OBJECTIVE 3
Desk Research
The sources of information are both Primary Data and Secondary Data. The
primary data sources are depth interview with marketing and sales executive and
general manager of TOTAL Lubricants in Chittagong. The secondary sources are
previous office reports and websites of TOTAL Lubricants, EXXON Mobil, British
Petroleum (BP), Chevron Texaco (Caltex) and others.
3.5 OBJECTIVE 4
Desk Research
The sources of information are both Primary Data and Secondary Data. The
primary data sources are depth interview with managing director, marketing and
sales executive and general manager of TOTAL Lubricants in Chittagong. The
secondary sources are books of marketing management, brand management,
advertising and promotion and websites of TOTAL Lubricants, EXXON Mobil,
British Petroleum (BP), Chevron Texaco (Caltex) and others. The communication
model is taken from Principles of Marketing by Philip Kotler & Gary Armstrong,
Ninth Edition, 2003-2004.
4.0 LITERATURE REVIEW

4.1 Branding
Branding is an effective marketing strategy tool that has been used with frequent
success in the past. Today, branding is experiencing a new popularity resulting
from new, innovative applications. Although there have been instances where
branding has been less than successful, marketers are beginning to find the
appropriate applications in a given setting. Issues and problems concerning
branding strategy today include the selection of a brand name. This fundamental
issue will impact on the success of a branding strategy. Once a name is selected,
marketers have to choose the advertising strategy to support and communicate
the name. Finally, keeping the brand in a strong position is a critical concern.
New areas of branding include corporate, industrial, and service branding. These
nontraditional branding environments are becoming the future for marketers
using branding strategy (Source: Branding: A for Today and Tomorrow by Joseph
Arthur Rooney, Journal of Product and Brand Management).
To add to the new branding areas, there are new branding techniques. These
techniques include brand extensions and ingredient branding. New strategies,
techniques, and arenas for branding have to be managed. The organization must
support and identify with the strategy. The goals, objectives, and mission of any
organization should be in line with the branding strategy employed (Source:
Branding: A for Today and Tomorrow by Joseph Arthur Rooney, Journal of
Product and Brand Management, 1995).
4.2 Promotion
The major purpose of all marketing promotions is to communicate to the
customers and thus contribute to brand equity. And marketing promotions can
contribute to brand equity in various means of creating awareness of the brand;
linking strong, favorable and unique associations to the brand in consumers

memory; eliciting positive brand judgment or feelings; facilitating a stronger
consumer-brand connection and brand resonance etc (Source: Keller, 2004).
4.3 Lubricant Industry
The lubricants industry is well on its way to becoming a global business. Major
international firms like Exxon Mobil, Shell, BP, and Chevron Texaco are getting
even larger and account for an even more significant market share of the global
lubricants business, which is estimated at 37.1 million tons in 2003. Most of these
major suppliers are now also managing their lubricants business on a global
basis. Economies of scale are an advantage that these leading players seek in this
very competitive market. Therefore, competition is no longer limited to local,
regional, or even national markets but is increasingly becoming global in nature
(Source: Competitive Intelligence for Global Lubricant Industry, 2003-2013 by
Kline & Company, Kline Group).
Industry consolidation continues to have a major impact on company market
share and ranking, on the manufacturing and business economics, on base oil
supply positions, and on the competitive environment. Therefore, it has become
even more important to monitor the market shares, strategies, positioning,
advertising and promotion budgets, supply chain synergies, and outlook of these
players on a global basis (Source: Competitive Intelligence for Global Lubricant
Industry, 2003-2013 by Kline & Company, Kline Group).
Objective 1
(To identify the Role of Promotion in Branding)
5.1.0 OVERVIEW
Generally speaking, Promotion is Communication. It is the activities that
communicate different attributes of the product to the customers and convince
them to buy it. When we look back at the history of promotion we can see that
the thought of promotion was different in different periods. During the past
several decades, marketing was associated with mass production. Companies
around the world undertook the mass-marketing strategies selling standardized
products
to
mass
customers.
They
developed
different
mass-media
communication techniques to support their mass-marketing strategies.

However, these days, mass markets have fragmented. Today marketers are
shifting away from mass-marketing to one-to-one marketing. Now they are
developing different focused marketing programs to build closer relationship
with the customers in micro-markets. Market fragmentation has resulted in
media fragmentation (Kotler 2004).
In the glory days of mass marketing, consumer product companies spent the
lions share of their promotion budgets on mass-media advertising. Today, media
advertising captures only about 26 percent of total promotion spending (Kotler,
Armstrong).
In
this
runway,
last
addition
is
integrated
marketing
communication. In this concept firms carefully organizes its different

communication channels to carry out an apparent, reliable and convincing
message about the organization and its products to its targeted customers.
Today a brand is an essential part of a product and marketers exercise branding
to attach value to a product. Nowadays consumers see a branded product as a
high quality, high price product whereas they view any non-branded product as
low in quality and thus banding has become so important to the marketers.
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5.1.1 BRANDING
5.1.1.1 Brand
For professional marketers the most distinctive skill is possibly their ability to
create, maintain, protect and enhance brands for their products and services
(Kotler 2004). More and more firms and other organizations have come to the
realization that one of their most valuable assets is their brand names
associated with their products and services. In an increasingly complex world,
individuals and businesses are facing more and more choices but apparently have
less and less time to make those choices. Thus the ability of a strong brand to
simplify consumer decision making, reduce risk, and set expectations is
significant. Branding has been around for centuries as a means to distinguish the
goods of one producer from those of another (Keller, 2004). Its all about public
Perception. Brands are the public perception of a thing or person. Today
customers do not buy products, they buy brands.
There are numerous definitions of a brand. The American Marketing Association
(AMA) defines a brand as,
A name, term, sign, symbol or any other feature that identifies one sellers
goods or service as distinct from those of other sellers. This definition suggests
that the brand value is associated with specific seller or marketer. The definition
also implies that the brand differentiates a product or service from the
competitors in the market place.
According to Philip Kotler, a well regarded marketing academic, a brand is
A name, term, sign, symbol or design, or a combination of these, that identifies
the maker or seller of a product or service. This brand definition suggests that
brand is the identification mark by which consumers can identify the specific
maker or seller in the market.
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Today brands occupy a unique place in commerce. Brands can be brought and
sold. They can be franchised or rented. They can be protected domestically or
globally. Brands have value which is critical in a marketing sense and it is a
brands value that underpins the brands importance in the market place. The
value of the brands is one of the key ingredients in developing an effective
marketing communication program (Schultz & Barnes, 2003).
5.1.1.2 Importance of Branding
Today branding has become so important that we can not find anything
unbranded whether it is a good or service. Marketers are using branding to help
customers in loads of ways. Brand names help customers to identify their specific
product. Brands also tell the consumers about the product quality. Customers
who always buy the same brand know that they will get the same features,
benefits, and quality each time they buy. Branding also has various advantages
from the sellers perspective. The brand name becomes the basis on which a
whole story can be built about a products special features. The sellers brand
name and trademark provide legal protection for unique product features that
otherwise might be copied by competitors. Branding also helps the seller to
segment markets (Kotler, 2004).
Now in a twenty-first century marketplace a brand is much more than a name,
term, symbol or any other specific feature. Today the brand has become a part of
the relationship between the marketing organizations. Now the brand represents
the relationship between the buyer and the seller. It is a relationship that only the
consumer can create. So building the brand refers to building the relationship
(Schultz & Barnes, 2003).
5.1.2 ABOUT PROMOTION
Promotion is anything that helps transfer meaning from one person to another or
from a product or service to the consumers (Kotler, 2004). Basically, promotion
12
refers to communication. And marketing promotion or communications are the

means by which firms attempt to inform, persuade and remind customers,
directly or indirectly, about the brands they sell. In a sense, marketing
communications represent the voice of the brand and are a means by which the
brand can establish a channel of communication and build relationships with
consumers (Keller, 2004).
Direct
Direct
Male
Male
In-Store
In-Store
Displays
Displays
Customer
Customer
Service
Service
Customer
Customer
View
ofof
View
marketing
marketing
communication
communication
Sales
Sales
Promotion
Promotion
Product
Product
Design
Design
Pricing
Pricing
Distribution
Distribution
Advertising
Advertising
Figure: How consumers see marketing communication

(Source: Don E. Schultz & Beth E. Barnes,
Strategic Brand Communication Campaigns)
There are various promotion or communication elements. Advertising is one of
the central elements of a marketing communication program. There are different
forms of advertising like media advertising, direct response advertising, place
advertising online advertising and point-of-purchase advertising. Without
advertising other elements are trade promotions, consumer promotions, event
marketing and sponsorship, personal selling, publicity and public relations.
13
5.1.2.1 Role of Promotion

The major purpose of all marketing promotions is to communicate to the
customers and thus contribute to brand equity. And marketing promotions can
contribute to brand equity in various means of creating awareness of the brand;
linking strong, favorable and unique associations to the brand in consumers
memory; eliciting positive brand judgment or feelings; facilitating a stronger
consumer-brand connection and brand resonance etc (Keller, 2004).
5.1.2.2 Traditional Promotion Mix
The traditional promotion mix consists of the blend of advertising, personal
selling, sales promotion, public relations and direct marketing tools that the
company uses to pursue its advertising and marketing objectives (Kotler, 2004).
Advertising is paid nonpersonal communication from an identified sponsor using
mass media to persuade and influence an audience (Wells, Burnett, Moriarty).
Personal selling is personal presentation by the firms sales force for the purpose
of making sales and building customer relationships. Sales promotion can be
defined as short-term incentives to encourage the purchase or sale of a product or
service. Public relation refers to building good relations with the companys
various publics by obtaining favorable publicity, building up a good corporate
image and handling and heading off unfavorable rumors stories and events. And
direct marketing refers to direct communications with carefully targeted
individual consumers to obtain an immediate response, and cultivate lasting
customer relationship (Kotler & Armstrong, 2004).
Each of these categories involves specific tools. For examples, advertising
includes print, broadcast, outdoor and other forms. Personal selling includes
sales presentations, trade shows and incentive programs. Sales promotion
includes premiums, discounts, coupons, samples, specialty advertising and
14
demonstration. Direct marketing includes catalogs, telemarketing, fax, internet

and so on.
5.1.2.3 The Concept of Integrated Marketing Communication
(IMC)
These days a shift has been noticed in case of marketing strategies the shift
from product-centered marketing strategies to customer-centered marketing
strategies. And this situation forced businesses to coordinate a group of activities
that had previously been handled separately. The idea of coordination suggests
that a number of elements influence the marketing process, including the
product, the distribution channel, the sales force and the marketing
communication program. These elements can also be viewed as activities, such
as, product design and development, branding, packaging, pricing, distribution,
personal selling, advertising, sales promotion and public relations. Implementing
the communication mix in a coordinated manner is integrated marketing
communication (Kotler & Armstrong, 2004).
Two major factors are changing todays marketing communication. First, mass
markets have fragmented. So, marketers are shifting away from mass marketing
and developing focused marketing programs designed to build closer relationship
with customers in narrowly defined micro-markets. Second, vast improvement of
information technology. Todays information technology helps marketers to keep
closer track of customer needs (Kotler, 2004).
The communication process changes like this:
Mass
Communication
Targeted
Communication
One-to-One
Dialogue
Now a day, communication goes beyond some specific promotion tools. Products
design, price, shape, color, the stores that sell it all together communicate
15
something to consumers about the product. So, the entire marketing mix should
be coordinated for utmost communication impact (Kotler).
5.1.2.4
Definition
of Integrated Marketing Communication
(IMC)
Under this concept, company carefully integrates and coordinates its many
communication channels to deliver a clear, consistent and compelling message
about the organization and its products. IMC means that all company messages,
positioning and images, and identity are coordinated across marketing
communication venues. It means that a companys public relation materials say
the same thing as its direct mail campaign, and its advertising has the same look
and feel. The IMC solution calls for recognizing all contact points where the
customer may encounter the company, its products and its brands (Kotler,
2004).
Carefully Blended Mix of Promotional Tools
Personal
Selling
Advertising
Sales
Promotion
Public
Relations
Consistent,
clear and
compelling
company and
product
messages
Direct
Marketing
Figure: Integrated Marketing Communication

(Kotler & Armstrong, 2004)
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5.1.3 PROMOTIONAL TOOLS AND IMPLICATIONS

5.1.3.1 Media Advertising
The media advertising is the channel of communication that carries the messages
from the advertiser to the audience. There are different tools for media
advertising, such as, TV advertising, Radio advertising, Newspaper advertising,
Magazine advertising and Online (Internet) advertising. We can find out various
applications of different media advertising. Numerous companies in the world
use different types of media advertising to promote their products or services.
Here are some examples;
Properly designed and executed TV ads can affect sales and profits. TV ad of
Aromatic Halal Soap is a vivid example of this statement. Their use of the
word Halal in the ad increased sales of their beauty soap and at the same time it
reduced the sale of the most popular soap brand - LUX. But afterwards LUX
came up with their new add with the concept of vegetable oil soap. They showed
that LUX is completely made of vegetable oil and thus they came back in their
previous position again. Other examples are the ad of AYURVEDIC FAIR &
LOVELY and ASHIAN CITY MODEL TOWN. For example of newspaper
advertising we can convey about the ads of GRAMEEN PHONE Internet facility,
BANGLALINK Desh, BANGLALINK Lifetime SIM Period etc.
5.1.3.2 Direct Response Advertising

Under direct response advertising, the options are mail, telephone and other
non-personal contact tools to communicate with or solicit a response from
specific customers and prospects.
In Bangladesh the use of direct response
advertising is very exceptional. SANMAR, a well-known real estate company,
17
exercises direct advertising to inform the customers about their new construction
and its facilities and advantages.
5.1.3.3 Place Advertising

In case of place advertising, billboards and posters, product placement, point of
purchase can be used to show customers a broader view of the brand. For
example, Unilever exercises billboard advertising for its popular brands LUX,
FAIR AND LOVELY, SURF EXCEL etc. HSBC bank uses billboard advertising to
educate the customers about their different loan offers. Renowned lubricant
brand Mobil uses billboards at different refueling stations as point of purchase
advertising. When D-JUICE, a telecommunication company, arranges any music
show they use poster to aware the customers about the show. Different coaching
centers use posters to inform their services to the customers.
5.1.3.4 Consumer Promotions
For consumer promotion, samples, coupons, premiums, refunds and rebates,
bonus packs, price-offs etc. can be given to encourage the consumers to
repurchase
the
product
of
the
specific
brand.
Recently
AKTEL,
telecommunication company, offered Gold Coin for its customers. 15% discount
on full payment offer by Bashundhara Group, a real estate company is another
example of consumer promotion. Moreover, Thank You bonus offer by
GRAMEEN PHONE, KEYA laundry soap is free with KEYA 1kg detergent
powder, Price-off offer at every refrigerator purchase by SINGER, 10% discount
offer by OTOBI are the illustrations of consumer promotions.
5.1.3.5 Trade Promotions
In favor of trade promotions, trade deals and buying allowances, point-ofpurchase display allowances, push money, contest and dealer incentives, training
programs, trade shows, cooperative advertising can be given to the dealers,
retailers and wholesalers to motivate them to sell the specific brand. For example
18
of trade promotions, we can say about TOTAL Lubricants. They offer buying
allowances and incentives to its dealers. Without TOTAL Lubricants, other
lubricant brand also offer different purchase allowances and incentives to their
dealers.
5.1.3.6 Event Marketing and Sponsorship
To aware and educate the customers a brand can sponsor in various events
related to the product category and its image. For example, different sports event,
arts, entertainment, fair and festivals, cause-related events. For example, lately
BANGLALINK organized a 2 days music festival under the banner of Banglalink
Desh Music Festival at Fantasy Kingdom to help the flood victims.
5.1.3.7 Public Relation and Publicity
Public relation and publicity relate to a variety of programs and are designed to
promote or protect a companys image or its individual products (Keller).
Publicity refers to non-personal communications such as press releases, media
interviews, press conferences, feature articles, newsletters, photographs, films
and tapes. Public relations may also involve annual reports, fund-raising and
membership drives, lobbying, special event management, and public affairs. For
example of public relation and publicity, BANGLALINK arranged different
musical programs for acid victims and say no to drugs campaigns.
5.1.4
ESTABLISHING
BRAND
AWARENESS
THROUGH
PROMOTION
The target market may be totally unaware of the brand. Then the first task is to
build awareness. Brand awareness consists of brand recognition and brand recall
performance. Brand recognition relates to consumers ability to confirm prior
exposure to the brand when given the brand as a cue. Brand recall relates to
consumers ability to retrieve the brand from memory when given the product
category or a purchase or a usage situation as a cue.
19
Brand awareness is created by increasing the familiarity of the brand through

repeated exposure. That is, the more a consumer experiences the brand by seeing
it, hearing it or thinking about it, the more likely it is that the brand will become
strongly registered in memory. Thus, anything that causes consumers to
experience a brand name, symbol, logo, character, packaging, or slogan can
potentially increase familiarity and awareness of that brand element.
A wide range of promotional tools can be used to create brand awareness, such
as, advertising, sales promotion, sponsorship and event marketing, publicity and
public relation. Moreover, it is important to visually and verbally highlight the
brand name with a full complement of brand elements in every promotional tool.
Particularly, to build brand awareness it is often desirable to develop a slogan or
jingle that creatively pairs the brand and the appropriate category.
Many marketers have attempted to create brand awareness through shock
advertising (Shock advertising is a kind of advertising that used to create a
sudden and shocking physical and mental impression). But the problem with
such approaches is that they invariably fail to create strong category links because
the product is just not prominent enough in the ad, thus inhibiting brand recall.
They also generate a fair amount of ill will in the process. Often coming across as
desperate measures, they rarely provide a foundation for long-term brand equity
(Keller).
5.1.5
ROLE
OF
PROMOTION
IN
ESTABLISHING
BRAND
KNOWLEDGE
The target market may know only its name or only a few things about the product
or service. Then by using different promotional tool a company can create brand
knowledge. Basically, brand knowledge is making the consumers educated about
the product.
Current
Brand
Knowledge
Communication
Desired
Brand
Knowledge
20
For example, when Nissan introduced its Infiniti automobile line, it began with
an extensive teaser advertising campaign to create name familiarity (Brand
awareness). Initial ads for the Infiniti created curiosity and awareness by showing
the cars name but not the car. Later ads created knowledge by informing
potential buyers of the cars high quality and many innovative features (Kotler,
Armstrong).
To create the desired brand knowledge, companies can use a wide range of its
promotional tools. By media advertising they can educate the customers how they
will be benefited from the product or service. Here they can also use public
relation and publicity, such as media interviews, press conference, articles,
special event management etc.
5.1.6 PROMOTION FOR BRAND LIKING, PREFERENCE AND
CONVICTION
After brand awareness and brand knowledge the question comes about brand
likings, brand preference and brand conviction. How the consumers feel about
the product? What about their preference and belief about it? Here, liking refers
to the feeling favorable about the product; preference includes preferring the
product to other brands; and conviction indicates about believing that this
product is the best one for them.
A combination of the promotion mix tools can be used to create positive feelings
and conviction. By different media advertising, companies can show the
customers about products advantages over competing brands. They can use
press releases and public relations activities to notify the consumers about the
products unique features. Moreover, point-of-purchase advertising can be used
to remind the customers about the product.
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5.1.7
CREATING
POSITIVE
BRAND
IMAGE
THROUGH
PROMOTION
Today a brand is much more than just a name. It is an image in customers mind
that reflects what they think and feel about a product. It is a psychological image
that reflects the way customers perceive the brand.
Different promotional tools can be used to create a positive brand image. One
way is direct experience - by communicating information about the brand to the
customers directly. Consumer reports or other media vehicles can be used to
carry out these kinds of messages. Another way is word-of-mouth or
noncommercial sources of information. For example, different consumer union's
reports or popular press releases etc.
To create positive image it is important for any company how they use different
promotional tools, their social activities or how they want to position themselves
in the marketplace. Packaging is another important factor in this case. Finally, it
is important to associate unique, meaningful points of difference to the brand to
provide a competitive advantage and reason why consumers should buy it.
5.1.8 PROMOTION FOR BRAND LOYALTY
Brand loyalty has been described as a behavioral response and as a function of
psychological processes (Jacoby and Kyner, 1973). Thus brand loyalty is a
function of both attitudes and behavior. In contrast to brand attitudes and habit,
which are brand specific, the concept of brand loyalty represents a general
concept which describes a consumers overall buying behavior patterns within a
product class. It is a descriptive variable that refers to individual differences in
consumers general shopping behavior and buying styles within a particular
product class. Brand loyalty is defined here as a consumers preference to buy a
22
single brand name in a product class; it is a result of the perceived quality of the
brand and not its price.
Brand
Attitude
Brand
Brand Equity
Loyalty
Outcomes
Habit
Figure: Model of attitudes, habit, loyalty and brand equity outcomes

(Source: Journal of Product & Brand Management Vol. 4 No. 1 1995)
A company can make its customers loyal by providing all the marketing mix as a
whole. Discount for members, reward programs, sending cards on different
occasions, mail them etc. can be done to make the customers loyal. But the best
technique to make consumers loyal for the brand is relationship marketing. For
example, frequent flier program reward by American Airlines, Membership
Reward program by American Express, Discounts for members by Safeway
Savings Club, Safeway etc.
23
Objective 2
(To identify the Role of Promotion in Branding
in Lubricant Industry)
24
5.2.0 OVERVIEW
A lubricant is a substance, usually a liquid, introduced between two moving
surfaces to reduce the friction and wear between them. A lubricant provides a
protective film which allows for two touching surfaces to be separated, thus
lessening the friction between them.
Typically lubricants contain 90% base oil most often petroleum fractions, called
mineral oils and less than 10% additives. Vegetable oils or synthetic liquids such
as hydrogenated polyolefin, esters, silicone, fluorocarbons and many others are
sometimes used as base oils. Additives deliver reduced friction and wear,
increased viscosity, improved viscosity index, resistance to corrosion and
oxidation, aging or contamination, etc. Non-liquid lubricants include grease,
powders (dry graphite, PTFE, Molybdenum disulfide, etc.), teflon tape used in
plumbing, air cushion and others. Another approach to reducing friction and
wear is to use bearings such as ball bearings, roller bearings or air bearings or to
use sound, in the case of acoustic lubrication.
Lubricants such as 2-cycle oil are also added to some fuels. Sulfur impurities in
fuels also provide some lubrication properties, which have to be taken in account
when switching to a low-sulfur diesel; biodiesel is a popular diesel fuel additive
providing additional lubricity.
In addition to automotive and industrial applications, lubricants are used for
many other purposes, including K-Y Jelly, often used as a personal lubricant, biomedical applications (lubricants for artificial joints) and others.
5.2.1 USAGE
Lubricants are an essential part of modern machinery. Everything from computer
hard disk drives to the Airbus A380 requires lubrication of its moving parts. One
25
of the single largest applications for lubricants, in the form of motor oil, is to
protect the internal combustion engines in motor vehicles.
5.2.2 APPLICATION BY FLUID TYPES
Automotive
o
Petrol (Gasoline) Engine Oils
Diesel Engine Oils
Automotive Transmission Fluids
Gearbox Fluids
Brake Fluids
Hydraulic Fluids
Tractor (one lubricant for all systems)

o
Universal Tractor Transmission Oil - UTTO
Super Tractor Oil Universal - STOU - includes Engine
Other Motors
o
Engine Oils
2-stroke Engine Oils
Industrial
o
Hydraulic Oils
Air Compressor Oils
Gas Compressor Oils
Gear Oils
Bearing and Circulating System Oils
Refrigerator Compressor Oils
Steam and Gas Turbine Oils
Aviation
o
Gas Turbine Engine Oils
Piston Engine Oils
Marine
o
Crosshead Cylinder Oils
26
Crosshead Crankcase Oils
Trunk Piston Engine Oils
Stern Tube Lubricants
5.2.3 ABOUT LUBRICANT INDUSTRY

5.2.3.1 Global Lubricant Industry
The lubricants industry is well on its way to becoming a global business. Major
international firms like Exxon Mobil, Shell, BP, and Chevron Texaco are getting
even larger and account for an even more significant market share of the global
lubricants business, which is estimated at 37.1 million tons in 2003 (Competitive
Intelligence for Global Lubricant Industry, 2003-2013 by Kline & Company,
Kline Group). Most of these major suppliers are now also managing their
lubricants business on a global basis.
Economies of scale are an advantage that these leading players seek in this very
competitive market. This has led to erosion among the midsize players and
increasing polarizationthat is, a move toward large and very large
manufacturers on the one hand and small niche suppliers on the other.
Competition is therefore no longer limited to local, regional, or even national
markets but is increasingly becoming global in nature.
Altogether, more than half of the world lubricants market has been part of such a
concentration. Industry consolidation continues to have a major impact on
company market share and ranking, on the manufacturing and business
economics, on base oil supply positions, and on the competitive environment.
Therefore, it has become even more important to monitor the market shares,
strategies, positioning, advertising and promotion budgets, supply chain
synergies, and outlook of these players on a global basis.
27
5.2.3.2 Bangladesh Lubricant Industry

There are many well-known global companies are now competing in Bangladesh
market. Companies, such as, Mobil (Exxon Mobil), British Petroleum (BP),
TOTAL Lubricants, Caltex (Chevron Texaco), Castrol, Fuchs, Sino, Sharlu etc. are
competing very hard to get their share in the market. Most of the brands have to
import finished goods from outside as they do not have any blending plant here.
Amongst these three companies, only Mobil has blending plant here. So they are
getting the cost benefit as the tax of finished good import is 25% whereas the tax
of raw material import is only 12% (Source: Trade Service International, Sole
Distributor of TOTAL Lubricants in Bangladesh). And thus Mobil is the price
leader in Bangladesh Lubricant Market.
There are three subsidiaries of Bangladesh Petroleum Corporation in Bangladesh.
They are Padma Oil Company Limited, Meghna Oil Company Limited and
Jomuna Oil Comany Limited. Mobil, BP and TOTAL are in joint-collaboration
with Jomuna, Meghna and Padma Oil Company respectively.
Nowadays Mobil is exporting finished goods from Bangladesh. Conversely, BP
and TOTAL Lubricants are imported from outside. TOTAL is imported by Trade
Service International (TSI). Caltex is imported by Navana Group and Castrol is
imported by Rahim Afroz and they sell it only at their own Rahim Afroz outlets.
There are two segments in the market based on price and quality. Mobil, BP,
TOTAL, Caltex, Castrol and Shell are in the high price, high quality segment. On
the other hand, Fuchs, Sino, Sharlu etc. are in the low price, low quality segment.
From a street Market (Retailers and Wholesalers) survey, it is found that Mobil is
the best-selling brand in Bangladesh. Regarding quality, customers associate
28
Mobil, BP and TOTAL are of premium quality as they are the eminent global
brands. Besides they are with the Government companies.
5.2.4 DIFFERENT BRANDS/COMPANIES IN BANGLADESH

There are many world-famous brands are operating their business in Bangladesh.
The profile of different brands is as follows:
Name
Distributor
Mobil (Exxon Mobil)
Own Plant and Operation
British Petroleum (BP)
Meghna Petroleum Limited
TOTAL Lubricants
Trade Service International (TSI)
Caltex (Chevron Texaco)
Navana Group
Castrol
Rahim Afroz
Fuchs
Own Plant and Operation
Sino
Own Plan and Operation
Sharlu
Hossain Spring
5.2.5
PROMOTIONAL
STRATEGIES
OF
DIFFERENT
GLOBAL
LUBRICANT BRANDS
The
global
lubricant
market
is
generally
competitive
with
numerous
manufacturers and marketers. And in this global market, promotion plays a very
significant role in branding. The lubricant marketers generally pursue one or
more of the following strategies when pursuing business.
5.2.5.1 Specification
29
The lubricant is said to meet a certain specification. In the consumer market, this
is often supported by a logo, symbol or words that inform the consumer that the
lubricant marketer has obtained independent verification of conformance to the
specification. Examples of these include the APIs donut logo or the NSF tick
mark. In the industrial market place the specification may take the form of a legal
contract to supply a conforming fluid or purchasers may choose to buy on the
basis of a manufacturers own published specification.
5.2.5.2 Original Equipment Manufacturer (OEM) Approval
Specifications often denote a minimum acceptable performance levels. Thus
many equipment manufacturers add on their own particular requirements or
tighten the tolerance on a general specification to meet their particular needs.
This gives the lubricant marketer an avenue to differentiate their product by
designing it to meet an OEM specification. Often, the OEM carries out extensive
testing and maintains an active list of approved products. This is a powerful
marketing tool in the lubricant marketplace.
5.2.5.3 Performance
The lubricant marketer claims benefits for the customer based on the superior
performance of the lubricant. Such marketing is supported by glamorous
advertising, sponsorships of typically sporting events and endorsements.
Unfortunately broad performance claims are common in the consumer
marketplace, which are difficult or impossible for a typical consumer to verify. In
the B2B market place the marketer is normally expected to show data that
supports the claims, hence reducing the use of broad claims.
5.2.5.4 Longevity
The marketer claims that their lubricant maintains its performance over a longer
period of time. For example in the consumer market, a typical motor oil change
interval is around the 3000-6000 miles (Wikipedia). The lubricant marketer may
30
offer a lubricant that lasts for 12000 miles or more to convince a user to pay a
premium. Typically, the consumer would need to balance the longer life and any
warranties offered by the lubricant manufacturer with the loss of equipment
manufacturer warranties by not following its schedule. In the industrial market
place the longevity is generally measured in time units and the lubricant
marketer can suffer large financial penalties if their claims are not substantiated.
5.2.5.5 Efficiency
The lubricant marketer claims improved equipment efficiency when compared to
rival products or technologies. Typically the efficiency is proven by showing a
reduction in energy costs to operate the system.
5.2.5.6 Operational Tolerance
The lubricant is claimed to cope with specific operational environment needs.
Some common environments include dry, wet, cold, hot, fire risk, high load, high
or low speed, chemical compatibility, atmospheric compatibility, pressure or
vacuum and various combinations.
5.2.5.7 Economy
The marketer offers a lubricant at a lower cost than rivals.
5.2.5.8 Environment Friendly
The lubricant is said to be environmentally friendly. Typically this is supported by
qualifying statements or conformance to generally accepted approvals. Several
organizations, typically government sponsored, exist globally to qualify and
approve such lubricants by evaluating their potential for environmental harm.
Typically, the lubricant manufacturer is allowed to indicate such approval by
showing some special mark. Examples include the German Blue Angel,
European Daisy Eco label, Global Eco-Label GEN mark, Nordic, White
Swan, Japanese Earth friendly mark; USA Green Seal, Canadian
31
Environmental Choice, Chinese Huan, Singapore Green Label and the

French NF Environment mark.
5.2.5.9 Composition
The marketer claims novel composition of the lubricant which improves some
tangible performance over its rivals. Typically the technology is protected via
formal patents or other intellectual property protection mechanism to prevent
rivals from copying.
5.2.5.10 Quality
The marketer claims broad superior quality of its lubricant with no factual
evidence. The quality is proven by references to famous brand, sporting figure,
racing team, some professional endorsement or some similar subjective claim.
5.2.6 ROLE OF PROMOTION IN BRANDING IN LUBRICANT

INDUSTRY
There are numerous competitors are competing hard in the lubricant industry.
And different promotional methods can be used to create brand awareness,
desired brand knowledge, positive brand image, brand loyalty, relationship
marketing and so on.
5.2.6.1 Promotion for Brand Awareness in Lubricant Industry
A lubricant marketer can use a wide range of promotional tools to create brand
awareness. To create brand awareness he can use repeated advertising to visually
and verbally highlight the brand name. Moreover, he can sponsor in different
sports events to emphasize the brand. In addition, the company can go for road
shows to show the brand to the customers. Another important promotional tool
32
that can be used for brand awareness is public relation product publicity, news,
special events etc. It can be done at a much lower cost than advertising.
5.2.6.2 Promotion for Brand Knowledge in Lubricant Industry

To create the desired brand knowledge in the lubricant industry, lubricant
companies can exercise media advertising (TV, Newspaper, FM radio) to educate
the customers about different features and advantages of the brand. In the
advertisement, they can show how the customers will be benefited from using a
specific brand. Furthermore, they can use various public relation and publicity,
such as, seminars about environmental issues of lubricant, press releases to
educate the customers about the brand quality and performance, special event
management etc.
5.2.6.3 Promotion for Positive Brand Image in Lubricant
Industry
In the lubricant industry a positive brand image can be created by associating the
brand with a noble event according to the category. Direct communication with
the customers about the brand is another way to create appositive image. This
can be done by consumer reports or other media vehicles. Another key approach
is noncommercial information sources or word-of-mouth. Conventional press
releases or a certain well-liked consumer groups reports can be used here to
create a unique and favorable brand image.
5.2.6.4 Promotion for Brand Loyalty in Lubricant Industry
To make its customers loyal a lubricant company can prepare a consumer
database to gather information about their needs and demands. Moreover, brand
loyalty can be created by offering samples or discounts to customers and dealers;
price offs on more repeat purchases; greet the customers on various occasions
etc. can be done.
33
Objective 3
(To identify the Promotional Activities
of Different Companies
in Bangladesh Lubricant Industry)
34
In Bangladesh, different companies are carrying out different promotional

activities for branding according to their resources and position in the market.
5.3.1 MOBIL
Mobil associated their brand name in the mind of the customers in such a way
that people know Mobil as a product! When consumers go to retail shop they do
not ask for lubricant or engine oil, they ask for Mobil. Most of the people in
Bangladesh do not even know the word lubricant. All they know about engine oil
is - Mobil. Mobil took all the advantages of being a first-mover.
Certain issues of Mobil:
Customers are already aware of Mobil
It created a strong relationship with its stakeholders
It has many outlets
It built a strong positive image in the marketplace
It is associated with Jomuna Oil Company Limited, a subsidiary of

Bangladesh Petroleum Corporation.
It positioned as a provider of high quality products in the market.
When Mobil first came to the market there was no competitor in their segment.
Then it started showing its advertisements in TV. It was the only ad of lube oil
that had been on aired then. Thus it created the brand awareness among the
customers. It built a strong positive relationship with its stakeholders by offering
them a good commission margin. Now they are focusing on upholding the
existing good relationship with it stakeholders. In addition, they are using pointof-purchase advertising at different refueling stations to remind the customers
about Mobil.
35
5.3.2 BRITISH PETROLEUM (BP)

British Petroleum started its operation in Bangladesh at 1984. But afterwards it
collapsed their operation here. However, BP started its operation in Bangladesh
all over again.
Certain issues of BP:
It built a strong reputation in the market
It positioned itself as a high-quality, high-price participant in the market
It is associated with Meghna Oil Company Limited, another subsidiary of

Bangladesh Petroleum Corporation
Now they are using their previously earned goodwill as their key strength in the
market. Currently they are offering a free sunglass with each 5 liter Super V pack.
5.3.3 TOTAL LUBRICANTS
Trade Service International (TSI) first brought TOTAL Lubricants in Bangladesh
at 2003. Major strength of TOTAL is their joint-collaboration with another
subsidiary of Bangladesh Petroleum Corporation Padma Oil Company Limited.
Now they are enjoying 428 distribution outlets of Padma.
Certain issues of TOTAL:
Brand awareness of TOTAL is very poor
It is not doing any promotional activities to increase the awareness
Only focusing on trade promotions whether they should focus on

consumer promotion
It is associated with Padma Oil Company Limited, a subsidiary of

Bangladesh Petroleum Corporation
From a street market (retailers and wholesalers) survey in Chittagong (Measuring

Sales and Competitor Analysis of TOTAL Lubricants in the Chittagong Street
36
Market), it is found that brand awareness of TOTAL Lubricants is very much low.
Most of the consumers do not even know about TOTAL Lubricants. But they are
not going for any promotional activities to crate brand awareness or create a
positive brand image. They are only focusing on trade promotions and within
trade promotions they only follow trade deals and dealer incentives.
5.3.4 CALTEX
Caltex is brought and distributed by Navana Group in Bangladesh. Like TOTAL,
They are not using any kind of consumer promotions or advertising. They are
also focusing on trade promotions (dealer incentives) and they are selling the
CNG engine oil in their own CNG service center.
5.3.5 CASTROL
Rahim Afroz is the sole distributor of Castrol in Bangladesh. They sell different
products of Castrol at their own outlets. But there are some big retailers, who
control the street market, keep some products of Castrol. Castrol did not go for
any kind of promotional activities.
Other lower segment companies, such as, Fuchs, Sino or Sharlu, are not using
any types of advertising or consumer promotions. They are only focusing on
trade promotions. In this industry most of the companies or distributors are not
focusing on advertising or consumer promotions. They only understand one type
of promotion that is trade promotion dealer incentives.
37
Objective 4
(To develop a Communication Program
that Total Lubricant will Offer)
38
5.4.0 OVERVIEW
TOTAL Lubricants is a well-known lube oil company in global lubricant market.
But in Bangladesh, consumers are not aware of the product. Now what are the
reasons behind that? Why customers do not know the name of TOTAL
Lubricants? From the very beginning Mobil is the market leader in this sector in
Bangladesh. As a first-mover they created brand awareness and a positive brand
image. People associate Mobil as the product not as the brand. At this moment,
what TOTAL should do in order to sustain in the market? The simple response is
TOTAL has to increase its brand awareness by exercising huge promotional
activities. They have to inform the customers about the existence of TOTAL
Lubricants in the marketplace. They have to
Currently, TOTAL Lubricants is facing problem with brand awareness in the
marketplace. Accordingly, it has to arrange a communication program to aware
its target customers. An effective communication program includes: Identifying
the target audience; Determining the communication objectives; Designing a
message; Choosing the media through which the message will be send; Selecting
the message source and Collecting feedback.
5.4.1 COMMUNICATION PROGRAM
5.4.1.1 Target Market
In preparing communication programs, at first TOTAL has to identify its target
market and its characteristics. As I have spoken before, in Bangladesh, there are
two market segments based on price and quality. Mobil, BP, TOTAL, Caltex, and
Castrol are in the high price, high quality segment and Sino, Fuchs, Sharlu etc.
39
are in the low price, low quality segment. But TOTAL wants to attract its
customers by providing high quality product at a lower price than its competitors.
The target market profile of TOTAL Lubricants is given below:
5.4.1.2 Target market Profile

Age
Gender
Family Size
Income
Occupation
Education
Social Class
Demographic
18+
Male, Female
3-4, 4-5
Tk. 50000+ (Monthly)
Private Car Owners, Covered Van Owners, District moving
Bus and Truck Owners
Secondary School and Upper
Psychographic
Middle Class, Upper Middle Class, Lower Upper Class,
Country Region
Upper Class, Upper Uppers Class

Achivers, Strivers
Habitual, Extroverted, Ambitious
Geographic
Urban areas of all 6 districts of Bangladesh with
Density
developing suburban areas.

Urban, Suburban
Lifestyle
Personality
5.4.1.3 Communication Objectives

Currently most of the target customers are not aware of TOTAL Lubricants. Again
many of them associate the name TOTAL with TOTAL Gaz not with TOTAL
Lubricants. So, TOTAL must first build customer awareness and knowledge. The
objectives can be as follows:
o To aware the customers about TOTAL Lubricants
o To build brand knowledge among the customers
40
5.4.1.4 Designing a Message

The message should be develop in such a way that it should get Attention (A),
hold Interest (I), arouse Desire (D), and obtain Action (A) the AIDA model. In
developing the message, TOTAL should carefully design what to say (message
content) and how to say it (message structure and format).
5.4.1.4.1 Message Content
TOTAL has to decipher an idea that will create the desired response for it. It has
to develop messages that will show the quality or value or performance of TOTAL
products. In its messages TOTAL should relate its products with customers selfinterest. For example, TOTAL can develop a message focusing on Higher Quality
at a Lower Price or Higher Performance with Quality. Then again TOTAL can
contact to an ad agency to work out on an idea.
5.4.1.4.2 Message Structure
The message structure should be developed in such an approach that it will
represent TOTALs strength clearly. And TOTAL should represent its strength at
the first point. By characterizing the strong points at the first will aid TOTAL to
get customers attention. For example, TOTAL Lubricants, Higher Performance
with Quality.
5.4.1.4.3 Message Format
TOTAL has to cautiously intend a message format. In case of print and display
media, it should design the headline, illustration, copy, color etc carefully. It
should use the red color of TOTAL in everything. It can use different eyecatching pictures of its sponsored sports events. It can also highlight its brand
name by using car pictures holding its brand name from different racing events.
Besides TOTAL has to be careful in message size, message position, contrast etc.
For TV media, TOTAL should carefully plan the presenters body language, facial
41
expression, gesture, posture, dress, hair-style etc. If the message delivering media
is radio then TOTAL has to choose the words, voices, sounds watchfully.
5.4.1.5 Choosing Media
Since TOTAL has to increase its brand awareness it should go for personal and
non-personal channel of communications mutually. In case of personal
communicational channel, to create brand awareness TOTAL should send its
salespeople to contact the target customers in the marketplace. There they can
offer discounts to the buyers of TOTAL products.
In case of non-personal communication, they should go for numerous Medias to
create brand awareness and brand knowledge among the target customers. For
instance, under print media they can go for frequent newspaper and magazine
advertising. In this case, they should choose the newspaper and the magazine
carefully. Nowadays the bestselling newspapers are Prothom Alo (Bengali
newspaper) and The Daily Star (English newspaper). To get most coverage
TOTAL can primarily choose Prothom Alo and The Daily Star to carry out its
messages.
TOTAL can also choose monthly published car magazines and related
publications for magazine advertising. For broadcast media, TOTAL can go for
continuous TV advertising and Radio (FM) advertising. In case of TV advertising
it can choose N TV, Channel i', Channel 1 and BCB News to show its
advertising. On the other hand, for radio (FM) advertising TOTAL can pick
Radio Furti and Radio Todayas these two channels are currently active. To
create awareness, display advertising is another important aspect. TOTAL can
issue different billboards at different central places to highlight their brand name
from a broader view. In Chittagong, they can choose GEC circle, Agrabad
Badamtoli Circle Dewanhaat Circle etc to place their billboards. Then again
TOTAL can organize various events to communicate its messages to the target
audiences. For example, Road shows, sports events, public tours, opening of a
new outlet etc.
42
5.4.1.6 Media Effectiveness

The major problem of TOTAL Lubricants is that the customers are not aware of
the brand name of TOTAL in the marketplace. Hence, TOTAL should carefully
choose the medias that will deliver its messages to the customers. They have to
figure out the effective media to carry out the messages. To create awareness
mass media should be practiced at first. They should go for TV advertising,
Newspaper advertising and Magazine advertising to deliver messages. The use of
mass media will help TOTAL to get most exposure of its brand name.
There are certain advantages of TV advertising - Mass coverage; High reach;
Impact of sight, sound, and motion; High prestige; Low cost per exposure,
Attention getting; Favorable image. Advantages of newspaper advertising are
High coverage; Low cost; Short lead time for placing ads; Ads can be placed in
interest section; Reader controls exposure; Can be used for coupons. The
advantages of magazine advertising are Segmentation potential; Quality
reproduction; High information content; Longevity; Multiple readers. (Source:
George E. Belch and Michael A. Belch, Introduction to Advertising and
Promotion, 3rd Edition, 1995).
5.4.1.7 Selecting the Message Source
In either personal or non-personal communication, the messages impact on the
target audience is also affected by how the audience views the communicator.
Message delivered by high credible sources are more persuasive (Kotler,
Armstrong 2004). In case of TOTAL Lubricants, it should hire product related
celebrity endorsers. For example, it can hire Bangladesh cricket team members or
TV actor/actresses to promote its products. Yet again, it can sign up with
international celebrities to get attention of cable TV viewers.
43
5.4.2 PROMOTION MIX

TOTAL must divide the promotion budget among the promotional tools they will
exercise. According to the integrated marketing communication, the whole
promotional budget must blend the promotion tools into a coordinated
promotion mix. Well, it differs from industry to industry and company to
company in the same industry. In case of TOTAL Lubricants, to aware the
customers they should use the promotional blend of advertising, sales promotion,
public relation, and direct marketing.
5.4.2.1 Advertising
Advertising can help TOTAL to reach its geographically scattered consumers at a
low cost. By repeated advertising, considerably, TOTAL can aware its target
audience. By mass advertising media, such as, TV, radio, newspaper or magazine
they can reach huge audiences. For example, they can on air their foreign ad in
different selected Bengali channels to get primary attention from the customers.
Advertising allows a company to dramatize its products through the artful use of
visuals, print, sound, and color (Kotler and Armstrong, 2004). By advertising
TOTAL can build up a long-term image for its products. Beyond its reach, largescale advertising says something about the sellers size, popularity and success.
Because of advertisings public nature, consumers tend to view advertised
products as more legitimate (Kotler and Armstrong, 2004).
5.4.2.2 Sales Promotion
TOTAL can use sales promotion, such as, coupons, discounts and others to
attract customer attention. They can offer strong incentives to purchase TOTAL
products. For example, they can offer scratch card gifts or they can offer
customers on buying discounts etc. According to Philip Kotler, whereas
advertising says, Buy our product, sales promotion says, Buy it now.
44
5.4.2.3 Public Relation

Public relation can be one of the trump-card promotional tools for TOTAL
Lubricants. For example, TOTAL can arrange different sports events, road shows
to get customer attention. Public relation is one of the most credible promotional
tools. People tend to believe different events or features or stories. They think
these event organizing are more real than advertising. At this moment, a welldeveloped public relation campaign with other promotion mix elements can be
very effective and economical for TOTAL Lubricants in the marketplace.
5.4.2.4 Direct Marketing
TOTAL can exercise direct marketing to get attention of industrial buyers. For
example, there are many industries in Bangladesh and they need huge lube oil to
keep active their machineries. TOTAL can organize a seminar and invite various
industry people to show the benefits of using TOTAL for their machineries. Again
TOTAL can send mail to these industries or send salespeople to describe the
features of TOTAL lube oil.
5.4.3 PROMOTION MIX STRATEGIES
Currently TOTAL is following the push strategy to sell its products. They are
pushing through some big retailers. But to aware the customers they should
follow the pull strategy rather than push strategy in order to build up consumer
demand that will pull its products through the distribution channels. On the
other hand, with pull strategy they should continue its push strategy for the
industrial sector.
5.4.4 COLLECTING FEEDBACK
After delivering the message, TOTAL must conduct a research to figure out its
effect on the target market. They should arrange a primary survey to collect
information like whether they remember the message, how many times they saw
45
it, what points they recall, how they felt about the message, and their past and
present attitude toward the product and company. TOTAL should conduct
another survey to measure behavior resulting from the message. For example,
how many people bought a product, talk to others about it or visited the store.
5.4.5 PROMOTION BUDGET
TOTAL should fix its promotion budget on the basis of Task-Objective Method.
Under this method, at first, TOTAL has to define the promotional objectives and
then they have to determine the task that must be performed to achieve the
objectives. The tasks involve designing message, media selection etc. And the
costs of performing the tasks will be the proposed promotion budget.
A Projected Budget (for 1 year):
Direct
TV
Newspaper
Magazine
80%-100%
70%-80%
30%-40%
20%
7 days in
Once in a
In a regular
a week
month
basis
10000000*
5000000*
5000000*
Target
Marketing
Out Door
customers we
can reach
40%-45%
All 7 days a
week in NTV,
How often
Channel (i),
Channel 1 and
Continuous
CSB News.
Entire Media
cost (In Tk.)
50000000*
10000000*
for one year
(*Approximately taken)
Here the entire cost is Tk 80000000. so the budget is Tk. 80000000.
46
CONCLUSION
Branding is an effective marketing strategy tool that has been used with frequent
success in the past. Today, branding is experiencing a new popularity resulting
from new, innovative applications. Although there have been instances where
branding has been less than successful, marketers are beginning to find the
appropriate applications in a given setting. Issues and problems concerning
branding strategy today include the selection of a brand name. This fundamental
issue will impact on the success of a branding strategy. Once a name is selected,
marketers have to choose the advertising strategy to support and communicate
the name. Finally, keeping the brand in a strong position is a critical concern.
New areas of branding include corporate, industrial, and service branding. These
nontraditional branding environments are becoming the future for marketers
using branding strategy. To add to the new branding areas, there are new
branding techniques. These techniques include brand extensions and ingredient
branding. New strategies, techniques, and arenas for branding have to be
managed. The organization must support and identify with the strategy. The
goals, objectives, and mission of any organization should be in line with the
branding strategy employed.
47
References
Books
o Kotler and Armstrong, Principles of Marketing, Ninth Edition, 20032004, (Pages: 252-268; 510-534)
o Kevin Lane Keller, Strategic Brand Management, Second Edition, 2004,
(Pages: 2-16; 64-98; 175-190; 283-336)
o Philip Kotler, Marketing management, Eleventh edition, 2003-2004
o William G. Zikmund, Business Research Methods, 6th edition
o Collis, Jills & Roger Hussey, Business Research, 2nd edition, 2003.
o Harper W. Boyd, Jr., Ralph Westfall, Stanley F. Stasch, Marketing
Research Text and Cases, Seventh Edition
o Kenneth E. Clow and Donald Baack, Integrated Advertising, Promotion
and Marketing Communication, Price Edition
o Don E. Schultz and Beth E. Bernes, Strategic Brand Communication
Campaigns
o Jim Blythe, Marketing Communication
o William Wells, John Burnett and Sandra Moriarty, Advertising - Principles
and Practice, Fifth Edition
Internet
www.emeraldinsight.com
www.brandingasia.com
www.marketingresearchworld.net
www.articleplanet.net
www.asiamarketresearch.com
www.wikipedia.com
48
Others
o BP China: Developing Automotive Lubricants Business by Chan Jeoffre
Jerome Jr. Tiongson, Goh Yong Leng, Annie, Kho Julius Ekoputra,
Kuwabara Katsue; Nanyang Business School, China
o Measuring Sales and Competitor Analysis of Total Lubricants in the
Chittagong Street Market by Antar Jyoti Shome, S. M. Bakhtiar and Kazi
Ainul Huda; Independent University, Bangladesh
o Relationship Marketing, Understanding and Implementing the Concept by
Mahmud Hassan and M. Tahlil Azim
49

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1.

1.1 ORIGIN OF THE STUDY

The Role of Promotion in Branding: With Special Reference to TOTAL Lubricants

1.3 PROBLEM STATEMENT

The Role of Promotion in Branding: With Special Reference to TOTAL Lubricants

2.0 TOTAL GROUP: A GLOBAL MULTI-ENERGY PROVIDER

The Role of Promotion in Branding: With Special Reference to TOTAL Lubricants

Syed Mahmudul Huq

Syed Ruhul Huq

Syed Samiul Huq

The Role of Promotion in Branding: With Special Reference to TOTAL Lubricants

The Role of Promotion in Branding: With Special Reference to TOTAL Lubricants

The Role of Promotion in Branding: With Special Reference to TOTAL Lubricants

4.0 LITERATURE REVIEW

The Role of Promotion in Branding: With Special Reference to TOTAL Lubricants

linking strong, favorable and unique associations to the brand in consumers

The Role of Promotion in Branding: With Special Reference to TOTAL Lubricants

The Role of Promotion in Branding: With Special Reference to TOTAL Lubricants

communication techniques to support their mass-marketing strategies.

communication. In this concept firms carefully organizes its different

The Role of Promotion in Branding: With Special Reference to TOTAL Lubricants

The Role of Promotion in Branding: With Special Reference to TOTAL Lubricants

The Role of Promotion in Branding: With Special Reference to TOTAL Lubricants

refers to communication. And marketing promotion or communications are the

Figure: How consumers see marketing communication

The Role of Promotion in Branding: With Special Reference to TOTAL Lubricants

5.1.2.1 Role of Promotion

The Role of Promotion in Branding: With Special Reference to TOTAL Lubricants

demonstration. Direct marketing includes catalogs, telemarketing, fax, internet

The Role of Promotion in Branding: With Special Reference to TOTAL Lubricants

of Integrated Marketing Communication

Carefully Blended Mix of Promotional Tools

Figure: Integrated Marketing Communication

The Role of Promotion in Branding: With Special Reference to TOTAL Lubricants

5.1.3 PROMOTIONAL TOOLS AND IMPLICATIONS

5.1.3.2 Direct Response Advertising

In Bangladesh the use of direct response

advertising is very exceptional. SANMAR, a well-known real estate company,

The Role of Promotion in Branding: With Special Reference to TOTAL Lubricants

5.1.3.3 Place Advertising

The Role of Promotion in Branding: With Special Reference to TOTAL Lubricants

The Role of Promotion in Branding: With Special Reference to TOTAL Lubricants

Brand awareness is created by increasing the familiarity of the brand through

The Role of Promotion in Branding: With Special Reference to TOTAL Lubricants

The Role of Promotion in Branding: With Special Reference to TOTAL Lubricants

The Role of Promotion in Branding: With Special Reference to TOTAL Lubricants

Figure: Model of attitudes, habit, loyalty and brand equity outcomes

The Role of Promotion in Branding: With Special Reference to TOTAL Lubricants

The Role of Promotion in Branding: With Special Reference to TOTAL Lubricants

Petrol (Gasoline) Engine Oils

Diesel Engine Oils

Automotive Transmission Fluids

Tractor (one lubricant for all systems)

Universal Tractor Transmission Oil - UTTO

Super Tractor Oil Universal - STOU - includes Engine

2-stroke Engine Oils

Air Compressor Oils

Gas Compressor Oils

Bearing and Circulating System Oils

Refrigerator Compressor Oils

Steam and Gas Turbine Oils

Gas Turbine Engine Oils

Piston Engine Oils