Branding in Valvoline Cummins
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Transcript of Branding in Valvoline Cummins
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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.