Repsol

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



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


�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


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


�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


Champions' Choice

Launching Repsol in India


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


Jaipur Event Photos


TVC


Audio Visuals


Photography


Branding Elements


Branding Elements


Reactions


�Repsol: They came, they saw, they conquered.... the mass media

�Media reactions were seen in both - online and print media

Online Media Coverage



Print Media Coverage

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Documents

Repsol