PASSIONATE ABOUT

LUBRICANTS
December 2015

CONFIDENTIAL
 Puma Energy Strategy

1. Winning in Lubricants means

A. Growth strategy in 3 segments : B2B, High Street and Retail
B. Selling lubricants in all Puma Energy markets
C. Distributor strategy to approach High Street market

2. Offering an integrated offer : Lubricants must be

positioned as a valuable incremental part of our overall offer.

3. Focus on Retail : RSS are an attractive and easy channel to sell

lubricants. It also reinforce the awareness of our brand.

4. Strong Marketing
Puma Energy Strategy

vs
 Market Approach

1. Direct sales to B2B customers

2. Indirect sales through distributors

DISTRIBUTOR
Split Between Castrol & Puma

Castrol Puma

2016 Budget 29,481,000 2,726,000

32,207,000

2015 Forecast 29,088,161 1,247,839

30,336,000

2014 Actual 29,391,238 1,531,410

30,922,648

2013 Actual 29,056,194 1,241,320 30,297,514

2012 Actual 28,357,590 757,870 29,115,460

20,000,000 22,000,000 24,000,000 26,000,000 28,000,000 30,000,000 32,000,000 34,000,000

5. Puma Lubricants
Packaging
Technical Data Sheets
OEM Approval
In Progress:
Marketing Support
6. How to boost sales ?
Distributor Offer
Distributor Management : Key Actions

• Annual business and marketing plans signed off by distributors

• Road map of action plans to achieve expected growth in relation to business plans
• Monthly meetings by in country team (including GM) to assess performance
• Regional quarterly performance reviews with distributor
• Promotions in conjunction with marketing activities
• Technical support
• Training via Castrol for distributors staff
• Efficient supply chain to ensure security of supply
 How to boost sales ?
By having the correct visibility !

How can you buy something you do

not see ?
What are customers looking for ?

 Security of supply
 Joint offer with fuels
 Stocks managed under consignment on customer site
 Bulk deliveries
 Equipment (dispensing pumps, tanks, bulk grease containers…)
 Technical support
 Comprehensive lubricants survey
 Product range rationalization
 Product recommendations
 Best practices advices
 Customer staff training
 OEM approvals for lubricants
 Oils and used oil analysis for in-depth lubricant and machine condition monitoring
 Waste Oil removal
 Value add projects and initiatives
 High performance lubricants
 Drain interval extension
 Equipment life extension (pin & bushes, bearings…)