It’s a Liquid Engineering.

Presented By: Sharib Khan

MTTM 3rd SEM

About Castrol

Manufacturer of automotive and industrial lubricants Castrol India Ltd.

India’s 2nd largest lubricant manufacturing company owns around
20% market share in the overall Indian lubricant market. It is a part of
Castrol ltd. UK (part of the British Petroleum group).

It was founded in 1910 and started importing automotive lubricants

from CC Wakefield and made an entry into the Indian market. In 1979,
CIL was incorporated under NL Lubricants and Specialities Pvt. Ltd. On
1 November 1990, the name of the company was changed from Indrol
Lubricants and Specialities Ltd. to Castrol India Ltd.

As of December 2019, there were talks ongoing between Reliance

Industries and BP for setting up fuel stations in India where Castrol
products are to be sold. It has 5 manufacturing plants that are
connected to around 270 distributors which are serving over 70,000
retail outlets.
PRODUCTS:
• CASTROL® ACTIV®

• CASTROL CRB

• CASTROL EDGE ENGINE OILS

• CASTROL® GO!®

• CASTROL GTX ENGINE OIL

• CASTROL MAGNATEC ENGINE OIL

• Castrol on electric vehicles fluid

• CASTROL® POWER1®

• CASTROL VECTON

• CASTROL RX
Marketing Strategy of Castrol:
Segmentation, Targeting & Positioning: Castrol mainly
segments itself into the variety of products they have to offer. Castrol
mainly targets audiences who are generally 18+ and above with
automobiles. Its purpose is to provide quality products to its
customers so that they choose Castrol as their go-to brand for
lubricants and other products.

Marketing Campaigns: On 26th April 2022, Castrol POWER1

ULTIMATE celebrated the adventurous and indomitable spirit of bikers

with a new and catchy anthem. Sung by Benny Dayal the anthem
features Bollywood star Tiger Shroff who is the ambassador for Castrol
POWER1 ULTIMATE.

On 20 June 2020, a case study from Castrol India showed that every 1
in 3 truckers and farmers admitted to having health issues like back
pain, joint pain, tiredness, lack of sleep etc. and only 11% of these
people were working towards improving their lifestyles and immunity,
which is the lowest in any community in India. The campaign titled
‘India ka Engine, Andar se Strong’ was a tribute to all those farmers
and truckers who worked tirelessly day and night, especially during the
pandemic.

Social Media Marketing:

 Instagram – Castrolbiking – 47.5K
 Facebook – 3.7M
 LinkedIn – 138K
 Twitter – 48.9K
SEO Strategies: As per SEO ranking, if the number of keywords
is below 500 then it is considered bad, if it is above 1000 then it is good
and if 10,000+ then it is amazing. As we can see in the first image
www.castrol.com has 143K+ organic keywords which are amazing. It
shows that Castrol already is a well-established company with an
amazing number of insights.

Influence Marketing: Castrol has a worldwide standing

amongst many different industries and has collaborated with various

brands like:

• Grand Prix (Formula-1)

• MotoGP (Bike Racing)

• Premier League (Football)

• Automobile companies like- Nissan, Renault, Jaguar, Subaru etc.

NFL (Rugby)
 Cost applied on Marketing & Revenue Generated:

Advertisement cost Revenue from operations

2021-22 130.21 4,774.49

2020-21 141.75 4,192.06

2019-20 132.97 2,996.92

2018-19 113.88 3,876.82

2017-18 127.91 3,904.55

(all amt in Cr. INR)

Conclusion:
Castrol's marketing strategy stands as a testament to the
company's commitment to innovation, customer engagement, and a
forward-thinking approach in a dynamic market. By strategically
aligning its efforts with the needs and preferences of its target
audience, Castrol has successfully carved out a prominent position in
the highly competitive automotive lubricants industry.