castrol & seat · 2014-11-12 · seat & castrol – global brands working together to...
TRANSCRIPT
PERFORMANCE INNOVATION BY, WITH AND FOR
CASTROL & SEATPARTNERS IN PERFORMANCE
SEAT & CASTROL – GLOBAL BRANDS WORKING TOGETHER TO MUTUAL BENEFIT WORKING TOGETHERSEAT and Castrol have recently signed a long term global partnership of mutual cooperation building on the success of the highly successful collaboration between the Volkswagen Group and Castrol. This new agreement enables SEAT dealerships to leverage the benefits of working in partnership with the world’s leading lubricants brand by exclusively recommending Castrol products through their parts and services operations.
This partnership agreement goes way beyond the “traditional deal” and is a truly global collaboration bringing
together our joint expertise in product development, technology and marketing to deliver more value to SEAT
dealers and drivers.
By working closely together, we will create a robust platform for business success, developing joint initiatives,
exploring and responding to future mobility scenarios and strengthening aftersales performance in dealerships.
Castrol’s strong brand and sponsorship of motorsport and the world’s major footballing competitions
not only reveals a shared value set and passion to sit alongside SEAT’s own sponsorships, it also
helps to create consumer demand for premium lubricants. Castrol is a strategic partner to
SEAT Sport in the SEAT LEON Eurocup.
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FIFA
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CASTROL – A WORLD LEADING BRAND
CASTROL PROFESSIONAL PRODUCTS
HELPING YOU BUILD A STRONGER BUSINESS
STRENGTHENING AFTERSALES
CASTROL PROFESSIONAL PROGRAMMES
OTHER BUSINESS SUPPORT
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CONTENTS
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‘‘ ‘‘This partnership goes well beyond a traditional deal and is a real opportunity for us to jointly leverage our skills and strengths, in the areas of product development, technology, marketing and communications for mutual value across global markets. Christian SteinHead of Marketing
‘‘ ‘‘
CASTROL – A GLOBALLY RECOGNISED BRANDA WORLD LEADING BRANDThe fame of our brand stretches back over 100 years to the original foresight of our founder, Charles Wakefield who supported the early pioneers and speed record breakers on air, sea and land recognising the benefits that sponsorship would bring to his fledgling Castrol brand.
Castrol has continued to work hand in hand with pioneering aviators and motorists as we have continued to test
and push our lubricants to the limits of endurance and celebrated the indomitable human spirit to go further and
faster and achieve more.
Today Castrol is heavily associated with the support and sponsorship of motorsport including sponsorship of Moto
GP, the World Superbike and Supersport championships and leading Motorsport teams. Castrol is delighted to be
a major supporter of the SEAT Leon Eurocup and Supercopa SEAT Leon championships
In recent years, we have sought to expand the breadth of our consumer appeal and become a
major sponsor of the 2010 and 2014 FIFA World Cups™, UEFA EURO 2008 and 2012™ and the
FIFA Confederations Cup.
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Our brands have unprecedented support from
global advertising campaigns and worldwide
sponsorship programmes which ensure that
Castrol brands maintain the highest possible
profiles across the globe.
‘‘ ‘‘Castrol’s professional products and services can add value to our own offers and will help to increase the customer experience and satisfaction. They will be a permanent guarantee of long-lasting quality for our customers
Guido BlankenheimSEAT Spare Parts and Original Accessories
By working closely with the SEAT’s Engine Technology department, Castrol has co-engineered lubricant solutions designed specifically to deliver better performance and protection for SEAT vehicles and higher lubricant margins for SEAT dealers.
A BETTER OILA BETTER OIL FOR YOUR CUSTOMERS IS BETTER FOR YOUR BUSINESS A FULL RANGE OF WORKSHOP PRODUCTS
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Castrol EDGE Professional Longlife III 5W-30 and Castrol Magnatec
Professional B4 5W-30 are the only engine oils recommended by SEAT.
The SEAT recommended Castrol Professional range is exclusive to SEAT
workshops and cannot be purchased elsewhere.
Castrol offers a full range of workshop products to complement these
SEAT endorsed engine oils including:
All workshop products represent an opportunity for additional
dealer margin.
Castrol collaborates closely with SEAT to develop lubricants perfectly matched to its latest engine technology. Using the right oil ensures engine performance and protection whatever driving condition. Castrol EDGE Professional Longlife III 5W-30 lowers friction and maximises engine performance.
• Up to 60% stronger at reducing metal to metal contact versus a leading competitor
• Better engine efficiency, better engine performance
• Unsurpassed protection across a variety of engine speeds
• Co-eingineered with SEAT and recommended for both longlife and fixed service intervals
• Complies with the newest specifications, VW 504 00 and VW 507 00
• Applicable in both petrol and diesel engines.
CASTROL EDGE PROFESSIONAL LONGLIFE III 5W-30
• Transmission oils• Gear oils• Brake fluids• anTifreeze• CoolanTs• Greases
‘‘ ‘‘Last year has marked the start of an important strategic partnership for SEAT and Castrol. Our teams are already working closely together to ensure that we develop a lasting relationship and also build a sustainable, long-term success for all parties.
Juan Carlos VazquezSEAT Parts and Accessories Operations Manager
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A STRONGER BRAND PROPOSITION
• Joint sponsorship of major sporting and motoring events to strengthen the SEAT brand
• Joint marketing activities to support the business and encourage customer loyalty
• Strategic technology collaboration to develop best in class lubricants• Dedicated key account management delivering exceptional customer service• Strong understanding of SEAT’s brand and adherence to SEAT’s
corporate propositions and vision
A STRONGER SEAT
HEADQUARTERS
This is a true long term partnership helping us to deliver a better end product to SEAT drivers and stronger margins to SEAT dealerships
‘‘ ‘‘
BETTER SUPPORT FOR IMPORTERS
• Shared best practice from around the world and professional reporting on the development of the business
• Best in-class key account management support• Strong support in sales and marketing programs• SEAT approved training and coaching to upskill staff and build sales confidence• Promotional and marketing incentive schemes to reward exceptional
performance built around globally exciting motorsport and football events
MORE PROFITABLE IMPORTERS
Castrol’s support and expertise has strengthened my relationships with SEAT and its dealers
‘‘ ‘‘MORE MARGIN
OPPORTUNITIES
• Premium margins on the sale of premium Castrol products• Specialist advice on optimising product mix and improving workshop profitability• Customised and specialist training support in sales techniques and
lubricants ‘know how’ endorsed by SEAT headquarters• Excellent point of sale and merchandising materials • Financial, workshop design and equipment support where appropriate• Strong B2C communications around global motorsport and football events
MORE PROFITABLE
DEALERS
Castrol have helped me to identify ways in which I can improve my margins right across my aftersales business
‘‘ ‘‘
BETTER ENGINE PERFORMANCE AND
PROTECTION
• Co-engineered premium lubricants delivering outstanding engine performance• Co-engineered products to deliver significant fuel efficiency benefits• Strong consumer appeal with the chance to be part of Castrol and SEAT
sponsored motor sport and football events around the world
HAPPY CUSTOMERS GETTING THE MOST OUT OF THEIR SEAT
I love the way my SEAT drives. The engine feels great and I know that I’m getting good fuel economy
‘‘ ‘‘
Our global partnership is strongly focussed upon ensuring a high level of customer satisfaction amongst SEAT drivers. A strong business to consumer proposition and delivery is critical to the health of the business to business relationship as we work to build our businesses together.
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DELIVERING MOREDELIVERING MORE ACROSS THE VALUE CHAIN ‘‘ ‘‘This partnership gives us an opportunity to match our joint skills
and strengths. We need to take advantage of this global agreement of collaboration with a company leader on these kinds of products to grow together and bring the best of this relationship to our customers, dealers and importers. Working together, we can win together.
Alberto MuñozSEAT Parts and Accessories Export Manager
STRONG AFTERSALES SUPPORTSEAT & CASTROL – BUILDING A STRONGER AFTERSALES BUSINESS
Working with SEAT and their franchised dealers for many years means Castrol has acquired invaluable insights into the automotive business. In an increasingly competitive market, we recognise the need and benefit in delivering you exclusive products to help protect and grow your business and customer base. With ever more sophisticated new cars, we understand your need to maintain and enhance your technology expertise and service capabilities.
The Castrol Professional offer is a comprehensive package delivering real and measurable value to SEAT and
its dealers in four key areas:
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TOP UP
Research shows that one in three cars are in need of a top up. Topping up
with the wrong oil can potentially damage an engine and, at best, delivers
sub-optimal performance.
SEAT dealers are in the perfect position to educate and protect their drivers
against such an eventuality and help them optimise the performance of their
engine. Consumers look to them for proactive advice and this is an opportunity
to increase consumer trust and satisfaction by providing a top up pack as an
integral part of the service. Increased sales of top up packs can have a
significant effect on aftersales profitability.
TRADE UP
Most drivers, and perhaps especially SEAT drivers because of SEAT’s strong
branding, have a strong emotional relationship with their car. They take
pride in looking after their car and are keen to feel that they are maximising
its performance.
Castrol provide a full range of sales tools, incentive mechanics and promotional
merchandising communications to assist SEAT dealers in demonstrating the
consumer benefit of upgrading to a higher performance lubricant. We also
provide sales training and sales incentivisation to assist and motivate frontline
staff in opening and successfully closing upgrade discussions with consumers.
The incremental performance benefit experienced by consumers
is matched by the incremental margin benefit to dealerships.
PROFESSIONAL PRODUCTS
PROFESSIONAL PEOPLE
PROFESSIONAL PROGRAMMES:Marketing
Consultancy
Training
PROFESSIONAL PRODUCT:
Co-engineered products exclusively endorsed by SEAT
Specifically designed for SEATengines and exclusively sold through SEAT dealerships
Delivering better margins
The Castrol Professional brand mark that has been embedded is a high resolution image (57cm wide, 300dpi)We recommend that the file format remain as an .ai file. This will ensure automatic trap of the background colour with the shadow, resulting in the shadow printing over the top of the background.Should the file be saved as any other format then care and attention must be taken to ensure the Professional typestyle shadow correctly overprints on top of the background colour. If the shadow appears grey on the proof, then this is a clear indication that the shadow has not been correctly trapped.
PROFESSIONAL PROGRAMMES
CASTROL PROFESSIONALPROGRAMMES TO INCREASE DEALER MARGINS
PROFESSIONAL PEOPLE: Dedicated salespeople and relationship managers
Delivering value beyond lubricant sales One of the largest sales forces in Europe.
BUILDING CONFIDENCE AND KNOWLEDGE
IN LUBRICANTS
IDENTIFYING SERVICE AND PROFIT OPPORTUNITIES
IMPROVING CUSTOMER COMMUNICATIONS
IMPROVING CUSTOMER FACING CAPABILITY
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The Castrol Professional brand mark that has been embedded is a high resolution image (57cm wide, 300dpi)We recommend that the file format remain as an .ai file. This will ensure automatic trap of the background colour with the shadow, resulting in the shadow printing over the top of the background.Should the file be saved as any other format then care and attention must be taken to ensure the Professional typestyle shadow correctly overprints on top of the background colour. If the shadow appears grey on the proof, then this is a clear indication that the shadow has not been correctly trapped.
RED CARPET TRAINING
Increased customer satisfaction drives higher retention ratios bringing your customers
back to your workshop and increasing sales opportunities. Castrol have developed
and deliver 2 training courses split down into 6 stand alone modules aimed at helping
dealerships to increase their customer satisfaction. These tackle the most important
issues that customer facing staff encounter in the course of their work.
IMPROVING CUSTOMER SERVICE ExPERIENCE CASTROL PROFESSIONAL PROGRAMMES TO INCREASE DEALER MARGINS
ONLINE TRAINING
Online Lubricants and Value Selling Training has been specifically developed to ensure that customer facing staff
in SEAT dealerships are fully trained on the latest lubricants technology and products. It gives service advisers
confidence when discussing the benefits of using premium lubricants and services and helps them to improve their
value selling skills.
ELECTRONIC VISUAL HEALTH CHECK (EVHC)
EVHC creates a big potential for immediate additional revenue through the increased sale of parts and labour.
It also records all deferred work to increase customer retention and future sales.
EVHC’s reporting suite allows better tracking of performance within the Aftersales Department and is proven to
increase average invoice values.
Online Lubricants And Value Selling Training adds value to the sale of premium products and services at typical touchpoints:
• making an appointment• Vechicle reception• during service
We want the world to know about our partnership and we want
them to appreciate the value that it can deliver to them.
All new SEAT cars bear the “SEAT recommends Castrol” endorsement
on the engine filler cap as an opportune reminder to top up with
Castrol lubricants which are co-branded.
Castrol offers a range of endorsement and promotional materials
for display in-dealership and works closely with SEAT’s marketing
professionals to develop joint branded marketing campaigns in
support of key objectives.
CAPITAL DECISIONSHELPING WITH CAPITAL EQUIPMENT DECISIONS
Castrol has huge experience from around the world in understanding how to specify, commission and finance capital equipment for workshops.
We are always ready to discuss ways in which SEAT dealerships could tackle these issues and look at the options
available to them. These might include financing the equipment over a period as part of lubricants pricing or
assistance in gaining financing at advantageous rates.
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Branded oil cap
B2C Brochure
Engine & service stickers
Service handbook
Trade Advertising
Product Literature
MAKING IT VISIBLE SEAT RECOMMENDS
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SEAT’s co-operation with Castrol will guarantee a global coverage of top quality products to the SEAT customers’ vehicle service and parts operations.
Juan Sanchez Sanchez SEAT Market Steering and Warranty Manager
‘ ‘CASTROL HAS HUGE
ExPERIENCE FROM AROUND
THE WORLD
CASTROLTHE ONLY MOTOR OIL RECOMMENDED BY SEAT