Refreshed branding for Castrol
Published: 28 February, 2023
Castrol has refreshed its branding, maintaining the red, green and white, but with what it considers to be a more up-to-date look. The refresh also includes a new sonic identity, with music and sound.
Castrol worked with branding and design agency Landor & Fitch and leading sonic branding agency MassiveMusic to develop its refreshed brand identity.
Commenting on the rebranding, Castrol’s Chief Marketing Officer Nicola Buck said: “We are excited to launch our refreshed brand, which represents an exciting chapter for our company. The worlds of mobility and industry are facing faster-than-ever changes as the world transforms and aims for net zero, and customers want more sustainable solutions. Change is vital for Castrol to thrive. We’re signalling to the world that we are set for the future.”
Castrol CEO Michelle Jou added: “A refreshed brand should not be just a cosmetic exercise; in my view it's a strategic imperative that drives growth, differentiation, and long-term success.”
The updated brand identity will be introduced gradually across Europe during 2023 and 2024. Ultimately it will be seen on all product packaging, service partnership programmes, facilities, online and offline marketing, and sponsorship activities.
- Six key marketing questions
I have worked with Mike Schlup, Kalimex MD for 19 years. As you would imagine, the brand started from humble beginnings. In the early years I worked in what was a glorified stationery cupboard but nevertheless we were focused on world domination, one sale at a time.
In the last 19 years Kalimex has really taken off and is now the top performing distributor of the JLM Lubricants’ product range; A position they have occupied for 10 years – pretty much from when they started selling JLM products. This is no mean feat, given JLM have 45 distributors scattered in all corners of the globe and a thriving business at their home base in the Netherlands.
With this in mind, I thought you would find it useful if I share some of the marketing tips that have contributed to the success of Kalimex because they can be applied in your workshop. As with anything, talking about marketing and planning marketing is great, but you must move swiftly onto actually doing it.
Here are six cut-to-the-chase questions you need to answer and action:
#1: Do we have an end target for 2023 in terms of sales?
I am reminded of this quote from Seneca: “If one does not know to which port one is sailing then no wind is favourable.” Set realistic targets, ones you can reach at a stretch with some elbow grease; Tough, but within your grasp. Every month monitor how close you are to reaching them. Discuss the targets with team members so they are aware you are not standing still and they have a part to play in your success. Sales are the lifeblood of any business, whether the sales are from existing customers, new ones or as is more likely a mix of both. If you are not setting targets, you risk settling for second best, which benefits no one. Worse still, there is the risk of realising mid-way through the year that sales are not even covering your overheads, let alone making a profit.
#2: Will you sell (more) products to customers?
Aftermarket shared some fascinating research from Castrol a few issues ago, looking at the opportunities workshops have to generate additional income from repeat sales of high-quality lubricants and additives. Here are two key take outs:
Workshops are missing out on upselling opportunities. Over a third of motorists say they are ‘never’ offered a choice of consumables alongside a vehicle service; Just over a quarter say ‘sometimes;’ and only a fifth say ‘always.
A majority (51%) said they would be happy for their workshop to upsell more expensive, premium-quality consumables if the benefits were explained to them.
Barry Lawson, a member of Darren Darling’s DPF Doctor Network is a technician renowned for building a growing channel of repeat sales from selling JLM Lubricants’ products to his customers. With motorists keen to cut repair bills, the market is right for superior quality lubricants and additives. And you are in pole position to recommend them and use them.
#3: Are you willing to commit more resources – human and financial to growing your business?
For any workshop there comes a time when the next stage of growth can only be accomplished with an injection of money, and/or an additional person supporting the sales effort. Are you trying to do everything on your own? Will you reach your sales targets if you bring another person into the team? A part time person working a few days a week can be the key that unlocks the growth potential in your business.
#4: What must change for us to grow?
Be honest; Is the growth potential of your business affected by problems that need addressing now? Are you not investing enough time working on your business because you’re working in it and can’t see the wood for the trees? Are you allowing yourself to be distracted by non-income generating activities? Is your marketing scattergun rather than targeted? Only you can see what must change within your business to unlock the door to more sales.
#5: What are market conditions now and how do they affect our workshop?
We know from research conducted by the Motor Ombudsman that in a bid to save money some motorists are cutting back on servicing and repairs. It’s a false economy of course. So, make sure you keep in regular contact with customers, sharing top tips on vehicle maintenance and reminding them of the importance of booking the next service and the benefits of doing so. Customers may not have made the connection with regular vehicle servicing and fuel optimisation/long term reduced running costs. It’s your job to educate them.
#6: Do we have a marketing plan?
Far from being a document to be filed away and forgotten, look upon it as a useful plan of action that saves time, provides clarity, and focus and, that enables you to take the next steps in growing your business. Here are the key headers.
- Castrol unveils technical support service
A new technical support service that can help with a wide range of queries has been launched by Castrol. The new AI-based offering will put garages in contact with Castrol’s technical agents, who will be available during working hours five days a week.
- Castrol: Dedicated EV transmission fluids
Castrol has launches first dedicated EV transmission fluids for workshops. Available in five-litre packs, the two new products – in D1 and D2 variants – Castrol ON EV Transmission Fluid is part of a broader family of advanced Castrol ON EV fluids. The range includes EV Transmission Fluids, EV Thermal Fluids and EV Greases.
www.castrol.co.uk/evfluids
- Survey: Customer loyalty to a garage based on value and location
Value for money and location are the two primary factors that will lead customers to remain loyal to a particular garage, a new OnePoll survey of 1,000 drivers conducted for Castrol has suggested.
- Castrol: Dedicated EV transmission fluids
Castrol has launches first dedicated EV transmission fluids for workshops. Available in five-litre packs, the two new products – in D1 and D2 variants – Castrol ON EV Transmission Fluid is part of a broader family of advanced Castrol ON EV fluids. The range includes EV Transmission Fluids, EV Thermal Fluids and EV Greases.
www.castrol.co.uk/evfluids
