pertamina lubricants
TRANSCRIPT
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LOCAL MARKET STRATEGY
SYNDICATE 4: RACHMI, RAFAEL, RIEKE,
PRAMADONA, YUNUS, JOSEPH
PT Pertamina Lubricant Oil
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The Issues
Sales of Pertamina’s lubricant products weredeclined, caused by the competitor’s increaseof share
There were competitions between other
competitor’s products
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Lubricants Industry in Indonesia
2004 : Indonesia had a market olume ofabout 4!" million of lubricants
#otorcycles or 2 wheelers hae a lar$erpopulation
%iberali&ed market turnin$ Indonesia into anattractie center for lubricant sales
Pertamina commands '2,"( of market sharein 200)
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The Competitors
Trailin$ in the second spot was Top * +**(market share
The other "4( split amon$ arious lubricantbrands: Penn&oil, Shell, -P, .astrol, /alube,
$ip, #otul, etc1
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Pertamina Lubricant
Pertamina still leads domestic lubricantmarket
In 200: Pertamina launched new %ubricantfor automotie and industrial usa$e
Pertamina lubricant 3uality has been proenand reco$ni&ed internationally
Pertamina’s products : /nduro, fastron,#esran, etc1
#ore than *) brands are now aailable fordomestic retail market, while * others areaailable for industrial market
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Distribution
There are 4 kinds of distribution patternsconducted by Pertamina: as station
Pertamina olimart
%ubricatin$ $ent .onsumer 5irect
Pertamina operatin$ ) marketin$ re$ions, *0distributors, 4' olimarts, widely spread all
oer Indonesia
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Sales and Promotion
5irectly throu$h dealers and $as station Personal selllin$ : face6to6face with
prospectie buyers
Sales promotion
Participate in e7hibition Sponsors rally and sport actiities
boe the line and below the line actiities
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Lubricant consumption
#otorcycle oil’sconsumption haerapid $rowth1.ontributin$ '0(of oil consumptionfor automotiesector
8il consumption sforautomotie sectorhae positie $rowthtendency,contributin$ oer'0( towards oilconsumption in
automotie andindustry
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8il used forpassen$ercar, bus,truck,motorcycle
and industrywith proen3uality andreco$ni&edinternatinally
The productsare such as :9astron,Prima P,mesran,
/nduro, etc1
price promotionproduct
.ompetitie pricecompred toothersimilar oils
place
Pertaminaoperates )marketin$re$ions, *0distributors,4' olimart,spread alloerIndonesia
5istribute itthrou$h as
station,Pertamina8limart,%ubricatin$a$ent and.onsumer
direct
5irectlythrou$hdealers and$as station
Personalsellin$ : faceto face with
potentialbuyer
Salespromotion
.reate$atherin$ daneents withcustomers
/7hibitionsand sponsormanyactiities
boe the lineand below theline actiities
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;ow to increase marketshare
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The first focus is on the motorcycle segment. Share of
consumption of oil for motorcycle was >50%
▫ Doing partnership with motorcycle dealers, that allnew motorcycles should use pertamina’s lubricant
▫ Doing pertnership with motorcycle garage, and havethem advice the customer, the best product ispertamina’s products
▫ Create gathering involved authorized motorcycledealers and motorcycle garage to strengthen
positioning o pertamina’s products
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The second focus was in passenger car segment.
Usually owned by a company (!"# so it will beeasy for ertamina to promote their products
▫ Doing partnership with PO, create their loyality to use
national product with special price▫ Doing partnership with passenger car garage, advise
them that the best product is pertamina’s products
▫ Create gathering that involved PO and passenger car
garage to strengthen positioning o pertamina’s
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The third focus was in industrial segment
▫ Doing partnership with companies, create theirloyality to use national product with special price
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