In the relatively specialized field of lubricants , the positioning of brands in the minds of consumers and the reputation of terminals are very important, and the potential guiding role for consumers is obvious.
Most of the high-end market profits of foreign multinational lubricants products are also due to their strong brand effects, such as Mobil , Shell , Flowserve , Esso , Total , BP , Castrol, etc. These multinational companies are well-funded. The Chinese market earlier, through solid and steady market promotion, has occupied an important position in the minds of consumers.
Suggest
Do a good job of brand planning and promotion
In the automotive lubricant market, the brand advantage is the most valuable advantage of the enterprise competition. Whoever does a good job in brand planning and market promotion, who will occupy the initiative of the brand, the domestic lubricant brand innovation, positioning There are still deficiencies in technical support and lack of market research and scientific planning.
In the future, the brand's competitiveness should be divided, including its market recognition, price system and network services, etc.; analysis of brand positioning, including brand audit and evaluation, market research, brand positioning methods Research, brand positioning emphasizes individualization, should strengthen the relationship with its oil companies, in the case of multi-brand coexistence, the stress of pushing the main brand, and at the same time to form and maintain differences in the characteristics of different brands. Doing customer service for brand products is the core of brand value.
Chinese Lubricating Oil Enterprises Need to Make Great Efforts in Brand Word of Mouth
Select Target Market to Improve Market Positioning
At present, the high-end products of domestic lubricants are somewhat inferior to imported products in terms of overall quality. Consumers have always had a "stereotype" about the quality of domestic brands, but it is still difficult to reverse this misunderstanding in recognition. Therefore, imported cars Cannot be considered as a target market for the time being. The main target market for domestic brands of lubricants should be: consumers of domestically produced mid- to high-end automobiles and motorcycles, and markets in the western and northern markets.
Strengthen pre-sales and after-sales service
Doing a good job of pre-sales and after-sales service is extremely important. It can win the trust of customers, thus establishing a long-term supply relationship with customers, establishing a mature sales and after-sales service network, and providing new products and other products to customers in a timely and accurate manner before sales. Products related information, understand customer needs, after the receipt of orders, actively stocking, and in accordance with the contract delivery date in the first time for shipment matters.
In short, we must strive to win the goodwill of users with quality service and dedication, and gradually increase users’ awareness and trust.
China's industry has shown a trend of linear increase. The demand for lubricants from iron ore, smelting, and precision instrument manufacturing has multiplied. In the post-market era, China has become a contestable place for international automotive lubricants.
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