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Valvoline Cummins Ltd

AdvertisementpublishedintheNovember2010issueofPowerline(India’s1stpowermagazine).

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Analysisofadvertisement:

o  Message/ theme:TheadvertisementportraysValvolinePremiumBlue(15W-40)

dieselengineoil.

1.  Startsoffwiththereliabilityquotientoftheproductintermsof1.7billion

hoursofglobaloff-highwaytesting.

2.  Connectsbetweenthedependencyofagensetasapowerbackupand

thelubeoilusedinsideitsdieselengine.

3.  Stampsitsauthorityasaglobalplayer.

4.  Withtheaidofapie-chart,itcomparesdifferentgradesofoillikePremium

Blue(Cl-4),PremiumBlue(CH-4),CF-4,CFandCG-4withparameters

whichrelatetoenginewearandtear.

5.  Listsdieselenginespecifications(GlobalDHD-1,MAN3275/271,Caterpillar

ECF-1etc )whicharemetusingtheengineoil.Thesespecificationsarethe

performancebenchmarksforengineswhichareacceptedglobally.These

specificationsalsostandardisetheuseoftheoilsinanyenginesacross

theglobe.Hencetheacceptabilityoftheproductenhancestoawiderange

ofcustomers.

o  Target market addressed:ThetargetmarketforthisadvertisementistheGenset

users.Indiabeingapowerdeficientstatewithadeficitestimatedtobeat11.9%,

thedemandoffsettingthesupply.Theerraticsuppliesofpowerhaveleadto

increasedusageofGensetsfordependableanduninterruptedpowersupply.

Residentialusers,smallbusinesses,SME’sandserviceindustrieslikebanks

dependuponcontinuoussupplyofelectricitytopreventhiccupsinroutine

operations.Thedependenceonthegeneratorsassumessignificanceasthe

serviceabilityoftheequipmentisdependentupontheAnnualMaintenance

Contracts(AMC)whichinvolvescost.Alsoasinstallationofgeneratorsiscapital

intensive,thefocusonserviceisevenmoresignificant.Thelubricatingoilusedin

thedieselengineplaysamajorroleinminimisingenginedamage.Intheabove

mentionedadvertisementValvoline-Cumminsprojectsitselfasarecommended

brandbytheleadingmanufacturersofGenerators.

o  B2B / B2C advertisement:Asvisualisedintheadvertisement,theadvertisement

caterstotherequirementsofofficesandfactorieswherelargeGenerators(250/

500/1000KVAandhigher)areused.Henceclearlytheadvertisementcatersto

theB2Bsegment.Theadvertisementalsoprovidesthecorporateofficeaddressin

thefooterfortheB2BenquiriesasagainstretailshoplocationsasdoneinB2C

markets.

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o  Visual impact:Theadvertisementprojectstheworkplaceasbrightlyilluminatedto

promotetheconceptoflightingandtheneedforpower.Thisportrayalistoimpact

themindofthecustomerbypositioningitsproductbasedonabasichumanneed

forillumination.Throughtheadvertisementtheadvertiserissendingaclear

messagethatitsproductrangeiscapableofservicinglargegeneratorsneededin

awarehouseaswellassmallgeneratorsrequiredinlaboratoriesandoffices.

 

Evolution of Valvoline-Cummins advertisement over a period of time:

1. 

  Basicengineprotectionandendurance

  Associationwithluxury/fancycars

  Targetmarket:carowners

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2. 

  Engineprotection

  Enginepower

  Brightpackaging

  Additive“Chemaloy”

  World’sfirstandfinestconcepts

  Targetmarket:audiencesinamotorshow

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3. 

  Longenginelife

  Customerfamilytreetosignifygrowthincustomerbase

  PortrayingValvolineoilsasapartofthecarbasics

  1000CLIMAplusemphasizesontheenduranceoftheengineoil

at1000degreeCelsiusenginetemperatures

  Targetmarket:trusted/loyalcustomers(familyofcustomers),

driverswhodrivethelongmile

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4. 

  Relatestheproductwithcarracing

  Comparestheenginesoundwithsweetnesstoemphasizeon

theprotectionabilityoftheproduct

  Associatesdrivingwiththethrillassociatedwithit

  Leveragesthebrandidentityfor140yearsat140countries

  Displayspartnerlogo:CumminsIndiaLtd

  Targetmarket:carraceenthusiasts

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5. 

  IntroductionofBrandambassadorsinRickyPointing

  Emphasizesonperformance

  Newcatchline:EVERYTHINGELSEISJUSTOIL

  Conceptofanautographedadvertisementdisplayingan

autographedoilcan

  Displayspartnerlogo:CumminsIndiaLtd

  Targetmarket:2-wheelerriders

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IdentificationofBrandelements:

  Logo:InIndia,Valvolinelogo(V)hasundergonechangeafteraJV

betweenAshlandInc.,USAandCumminsSales&Services(India)Ltd,a

whollyownedsubsidiaryofCumminsIndiaLtd.NowitisoneoftheIndia’sfastestgrowinglubricantmarketersandproducerofqualitybranded

automotive/industrialproducts.Thishasresultedintoadditionofthe

Cumminslogo(C)withtheValvolinelogointherecentprint

advertisements.

  Colour:Overtheyears,Valvolinelogobearsthesamecolourmix(redand

blue).

  EveryprintadvertisementshowcasesacanofValvolineEngineOil.

  Theprintadvertisementsalwaysshowcasethetargetequipmentfortheoil

(car,bikeandgenerators).

  TheevolutionoftheValvolinelogoovertheyears;

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Usingwebasatool:

  Socialwebsites:www.facebook.com/ valvoline and

www.twitter.com/ valvoline

  Socialmediacampaignslikechangeyouroilthroughnetworkingwebsiteshavebeeninitiatedtoeducatetheyouthabouttheneedforoilchanges,

formingusergroups,expertadvicesthroughthreadsandexpertchats.

  Displayoftheentireproductrangeoncorporatewebsite

www.valvoline.com

  Topromoteoilchanges;ValvolineCumminshasstartedacommunity

websitewww.vioc.com (Valvoline Instant Oil Change) in the USA. This

focuses on the concept of one-stop complete car solutions for car owners

with warranty miles.

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Conclusion:

  Valvolineengineoil’sadvertisementshaveevolvedoverfrombeingfocussedon

carengineoiltoamuchwiderapplicationbasedfocuscateringtheB2Bmarket

withproductspecificofferings.

  Theadvertisementepitomisesasenseoftrustinthecustomerowingtoitsglobal

imageandlonghistory.

  Theadvertisementshavealwaysmaintainedtheirbasicstructure;advertisements

havelatelyincorporateddetailedtechnicalinformationascomparedtoearlydays

whenitportrayedonlyenduranceandtrust.

  TheintroductionofbrandambassadorinRickyPointinghasgiventhe

advertisementafacetobeassociatedwith,abrandingelement.

  DifferentproductofferingsinB2BandB2Cmarketsrequiredifferentpositioningofbrandelementsinadvertisementsasisevidentfromthestudy.

  Thecompany’sapproachtowardsprovidingservicetoitscustomershasalso

undergoneaholisticshiftwithitofferingtotalcarcaresolutionstoitscustomers.

  Itisthusconcludedthattheadvertisementsneedtoupdatewiththelatest

technology,theshiftoffocusfromaprintbasedformattotheonlineeditions

epitomisesthepowerofthewebasamedium.