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Case Study on the brand launch
Hola, Spain!
Repsol’s standing in the Spanish market�Spain's No. 1 Lubricant Brand�Renowned for powering the
champion teams of MotoGP�Positioned as ‘Formulated
today, designed for tomorrow’
Repsol - Case Study on the brand launch
Namaste, India!
The lubricant oil market in India�A strong and well entrenched leader – Castrol�Recent entry of newer brands cluttering the market�Low involvement category - high dependence on mechanics
and petrol pump attendants for brand recommendations
Repsol - Case Study on the brand launch
Repsol - Case Study on the brand launch
What’s up, mechanics?�I suggest Castrol or Shell Helix as
these are easily available brands�Most of my customers do not know
which oil is going in their 'gaadi'�Customers know Castrol�My customers go ahead with
whatever oil I recommend�Castrol offers good incentives
and it is available everywhere
�I trust what my mechanic suggests�I prefer using Castrol in my vehicle�My Ride is my First Love,
I take care of it like my girl friend�Castrol, Gulf, Elf
makes the vehicle smoother�I prefer the one tried & trusted
by my garage
The consumer side of story
Market Inferences
Repsol - Case Study on the brand launch
�A cluttered market with well-established brands
�‘Technology’ driven marketing
�Risk - Repsol getting lost in the clutter with existing global positioning that also bends towards technology
Advantage Repsol:�An elite Spanish brand which is already established globally
and is very well associated with MotoGP and other Motorcycle Sports, Motorcycle Lubes
GPPL & Repsol
Repsol - Case Study on the brand launch
Indiaa lucrative market for lubricants; steady two wheeler growth rate - YOY: 12.9%* (clubbed with other market factors)
GP Petroleumsleverage Repsol's brand equity as premium segment lube brand and eventually push Ipol - as non premium segment lube brand
�Strengthen their footprint and market share in automotive lubricant industry
�Making GP - Repsol association a perfect marriage
*Source: ETAuto.com
Decoding brand RepsolDiscriminator: An established legacy of performance
RTB: Powering the champion team of MotoGP
Arriving at the Indian Positioning
Repsol - Case Study on the brand launch
�India’s fascination with ‘winners’ and motor racing
�Establishing trust - not ‘claiming’ it, but asserting it through credibility
Champion
Winners
Credibility
Brand Essence for India
Repsol - Case Study on the brand launch
Champions' Choice
Launching Repsol in India
Repsol - Case Study on the brand launch
Grand Launch Event organised�Mumbai�Jaipur
Event Conceptualisation
Suggestions, selection and finalisation of�Venue �Celebrity Chief Guest�Entertainment programmes�Celebrity Host
Major Highlights:�Suresh Raina - Invited as Chief
Guest at Mumbai Launch Event
�Sonu Sood - Invited as Chief Guest at Jaipur Launch Event
�Event Host: Archana Pania
�Launch Videos
�Product Packshots Revelation
�Dance Performances
�Limited edition Repsol MotoGP Bike
Mumbai Event Photos
Repsol - Case Study on the brand launch
Jaipur Event Photos
Repsol - Case Study on the brand launch
TVC
Repsol - Case Study on the brand launch
Audio Visuals
Repsol - Case Study on the brand launch
Photography
Repsol - Case Study on the brand launch
Branding Elements
Repsol - Case Study on the brand launch
Branding Elements
Repsol - Case Study on the brand launch
Reactions
Repsol - Case Study on the brand launch
�Repsol: They came, they saw, they conquered.... the mass media
�Media reactions were seen in both - online and print media
Online Media Coverage
Repsol - Case Study on the brand launch
Repsol - Case Study on the brand launch
Print Media Coverage
L e t s S t a r t …Greysell Marketing Promotion Pvt LtdB-203, Sona Udyog Bhavan, Parsi Panchayat Road, Andheri (East), Mumbai - 400 069.
Tel.: +91 22 2825 2627
Email: [email protected]
Website: www.greysell.in