Castrol Motor Oil Marketing Plan

Topics: Marketing, Motor oil, Petroleum Pages: 39 (10201 words) Published: February 19, 2011
Castrol Motor Oil

Marketing Plan

Table of Contents

Statement of Confidentiality & Non-Disclosure2
I.Executive summary:4
II. Situation and environment analysis5
¬SWOT Summary:5
¬Positioning Maps9
¬Competitor Analysis11
III. Opportunity Identification, Assessment and Assumption‏12 IV. Objectives13
V. Marketing Strategy15
¬Target Market Selection15
¬Target Market Profiles16
Car body shops profile:17
Car dealers profile:17
Wholesalers profile:18
Strategic Orientation19
Defend ability21
Brand Personality21

Statement of Confidentiality & Non-Disclosure

This document contains proprietary and confidential information. All data submitted to _________________ is provided in reliance upon its consent not to use or disclose any information contained herein except in the context of its business dealings with ___________. The recipient of this document agrees to inform its present and future employees and partners who view or have access to the document’s content of its confidential nature. The recipient agrees to instruct each employee that they must not disclose any information concerning this document to others except to the extent that such matters are generally know to, and are available for use by, the public. The recipient also agrees not duplicate or distribute or permit others to duplicate or distribute any material contained herein without _____________’s express written consent.__________ retains all title, ownership and intellectual property rights to the material and trademarks contained herein, including all supporting documentation, files, marketing material, and multimedia. BY ACCEPTANCE OF THIS DOCUMENT, THE RECIPIENT AGREES TO BE BOUND BY THE AFOREMENTIONED STATEMENT.

I.Executive summary:

Castrol was established on 19th March 1899 in England. It was called “Castrol” at the first half twentieth century. Castrol now employs over 12,000 people in more than 130 countries. Castrol Motor Oil was designed as API SM quality oils which the manufacturer recommends.

Castrol wants to open a new Canadian motor oil market. Canadian has large amount of population who use auto motor. The accessory of cars market is material. Our target will focus on both from the wholesaler and retailer (Car dealer, Car body-shop, and so on) in Ontario. Ontario is the major industry province in Canada. Ontario is densely populated; it also has well-developed economics. The sales also will be performed through the chain of car retailer, car body-shop, and wholesale stores. They will be located in the high popular rate city of Ontario. They will give customer a delivery.

Summer is coming. This is the best time for our plan to be implemented. We can use two to three months to do the preparation. We will settle our product to the marketing of Ontario around the end of the June to the beginning of July.

We target our expenses are including selling expenses, Administrative expenses and general expenses. The first investment is around one million. The sale in the first year is around two million. We set the number of the profit is Ten million in the end of July next year.

After the choice, we knew that large amount of capital must be safe and guaranteed when doing any transaction.

II. Situation and environment analysis

SWOT Summary:


• We have employees who can speak multiple languages for the different culture. Canada is culture diversified. Hence, multiple language speakers can solve many different kinds of communicational problems.

• We have a long and successful reputation that can influence customers’ decision when choosing the product. Customers will compare the same kind of products to decide which one is the staff they want. At that time, a great reputation is the one of the most...
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