Abstract: Brand advantage is the most precious advantage in enterprise competition. Domestic lubricating oil brands lack innovation, positioning and technical support, and lack market research and scientific planning. To plan the brand of lubricating oil, we should start from several aspects:

Analyze the competitiveness of the brand, including its market awareness, price system and network services.

Analyze brand positioning, including brand audit and evaluation, market research and brand positioning methods. Brand positioning emphasizes individuality, and it is necessary to strengthen the relationship with affiliated oil companies. In the case of multi-brands, it is necessary to promote the main brand and at the same time form and maintain the characteristics of different brands.

To ensure the quality, under the premise of meeting the national standards, stricter internal control quality indicators can be formulated.

Do a good job in customer service of brand products; This is the core of brand value. Gas station, auto parts shop, auto repair shop and quick oil change are the main modes of lubricating oil marketing.

Key words: lubricant brand planning, brand positioning, competitiveness analysis, marketing and promotion.

We are in the brand era. Brand image plays an increasingly important role in the competition of modern enterprises, but only enterprises with certain strength, competitive products in domestic and foreign markets, abundant funds and international trade experience can expand their market share through brands. It can be said that brand advantage is the most valuable advantage in enterprise competition.

First, the defects and deficiencies of domestic lubricating oil brands

1, lack of innovation

Innovation is a powerful weapon for brands to compete for the market and expand their living space. Any product, no matter how long its history is, how brilliant its past is, no matter how famous it is and how abundant its capital is, will fail sooner or later if it is indifferent to market changes and customers. Innovation can not only stay at the level of product launch, but also realize brand launch and configuration. Relatively speaking, domestic lubricating oil brands lack innovation, mainly in; The products have been consistent for many years, bringing forth the old and bringing forth the new, and the differentiation of similar products is insufficient; Old packaging style, lack of change; The brand connotation and creativity are vague, and the publicity lacks new ideas; Brand promotion is monotonous.

2. Overlapping brand positioning and image shaping is not allowed.

Brand positioning is easy to go into the misunderstanding that "creating a famous brand must be positioned in high grade" or "insufficient positioning". Only by fully mastering and correctly applying the positioning theory can brands play a powerful role in the competition.

Brand image is an important symbol for consumers to identify products. Unclear brand image will lead to inconsistency between product features and consumers' concerns. By successfully shaping the impact and radiation of the image, the brand will be vividly presented to people's eyes, and consumers will feel the existence of the brand in a lot of information. The brand positioning of domestic lubricants is too vague. For example, the positioning propaganda such as "caring for drivers" and "caring for your car" is not clear enough, because these characteristics are the same characteristics pursued by almost all lubricant brands and will not have a strong impact on consumers.

3. Lack of strong technical and service support.

In terms of scientific and technological development, at present, the unified planning and coordination of state-owned lubricating oil enterprises are not enough, the R&D advantages are not obvious enough, the key technologies such as additives and formulas lag behind foreign advanced technologies, and the technical service force of lubricating oil is relatively weak. The market development and scientific and technological development of high-grade lubricants are not strong enough, and the quality upgrade is slow, which is far from foreign brands. The proportion of high-grade oils above SE and CD in the total lubricating oil in China is low, especially the proportion of high-grade oils above SG and CF-4 is even lower, so it is impossible to form competitive strength in the high-grade oil market. In brand competition, domestic lubricant enterprises still often rely on advertising and price reduction to participate in market competition. Most enterprises have not yet entered a higher level of service and image competition, positioning service providers as maintenance services, lacking complete pre-sale, in-sale and after-sale supporting system services. Cadres do not have enough research on the market and consumers, so it is difficult for consumers to have a sense of identity; Too much reliance on advertising investment, thinking that brands are advertisements, and not paying attention to the investment in product quality and service.

4. Shallow market research and lack of scientific planning.

The brand development of domestic enterprises lacks systematic and comprehensive planning and management, and many enterprises still adopt the decision-making method of groping and experimentation, which has insufficient control over the market, relatively weak product foundation and technical foundation, and insufficient stamina.

After China's entry into WTO, domestic brands are facing the global integrated market. In the brand competition, we have no retreat. We must implement all-round brand management as soon as possible to replace the vague and exploratory operation mechanism.

Second, the lubricating oil brand planning

1, brand competitiveness analysis

(1) Market awareness

China Petroleum and China Petrochemical Group have formed many regional brands with their own traditional markets due to historical inheritance. Brands generally have high popularity and certain market share in their respective traditional regions, especially the market share of industrial oil, but there are not many brands that enjoy high popularity and wide recognition nationwide. Although domestic lubricating oil enterprises have introduced high-grade products, they have not formed a truly competitive brand.

China lubricating oil market opened earlier in China. At present, all the major lubricating oil brands in the world have squeezed into China and occupied a very favorable position, including Metso, Castrol, Esso, Shell, Caltex and so on. Most of these brands invest in the construction of modulation factories in Chinese mainland. At present, the total sales volume of international brand lubricants in China is about 500,000 ~ 600,000 tons, mainly concentrated in high-grade oils. Almost all multinational oil companies entering the China market regard lubricants as their main products with the most brand effect, and make full use of their advantages in technology, brand and years of mature marketing experience, which have been recognized by consumers in the domestic market, especially in the developed coastal areas, and occupy a high share in the high-end distribution of lubricants.

The strength of local lubricant enterprises is relatively weak, and most brands have little influence. However, there are also some prominent brands. With years of unremitting efforts and successful operation, they have successfully established a reputation in the field of lubricants and attracted the attention of consumers.

(2) Price

Generally speaking, the products of well-known brands of multinational oil companies have higher price positioning. They make full use of their brand image, adopt high-priced strategy and obtain brand premium profits. At present, multinational oil companies also have the trend of expanding to the mid-end market. The prices of state-owned lubricant brand products are generally slightly lower than those of multinational oil companies, and the prices of products of different grades and brands are also different. Most local brands adopt the strategy of low-cost expansion, and the price is at the low end, but with the development of enterprises, the price gradually penetrates to the middle and high end.

Multinational oil companies strictly manage the sales prices of their authorized dealers and maintain the price system very strictly. Comparatively speaking, domestic enterprises have defects in the setting and maintenance of lubricating oil price system, which often leads to the phenomenon of price reduction and goods smuggling among dealers, hurting product prices and brand image.

(3) Networks and services

Users are very concerned about the timely delivery, especially in the peak season. If the supply of goods can't keep up or even the oil products are broken, it will not only affect sales, but also damage the brand image. In order to enhance the brand's influence and market competitiveness, it is necessary to provide timely supply for users and minimize the intermediate links in lubricant sales. Change the current means of large-scale circulation operation and gradually refine customer management and maintenance.

At present, the sales networks of foreign brands such as "Mobil" and "Esso" are relatively perfect, and their management of the sales networks of authorized dealers is very strict, and their operation methods also greatly protect the interests of authorized dealers. However, many domestic lubricating oil brands are not strict enough in the standardization and management of channels, the formulation of price system, etc., and there are often problems of one kind or another, and the interests of dealers cannot be effectively guaranteed.

2. Brand positioning and expansion

(1) brand audit and evaluation

In brand positioning and image building, it is necessary to clarify:

Understand the value and evolution of each brand according to the differences between the market and commodity categories; For brand decision, whether to focus on improving sales price or sales volume, or both; The driving force behind the brand; The influence of brand investment on brand effect and brand value; Understand the brand evaluation method of the whole organization.

(2) Market research

Know yourself and know yourself, and you will win every battle. Detailed and complete market research is the basis of correct brand positioning. The main contents of market research should include:

Total demand of domestic lubricating oil market;

The local market share of our brand;

The prices, sales volume, marketing strategies and channels of other brands in the local market;

Visit dealers to understand their market sales, opinions and suggestions;

Understand the opinions and suggestions of consumers, and understand the brand awareness, brand image and cognitive value among consumers.

(3) brand positioning method

B2B99.Com collects and arranges.

Brand Planning and Market Promotion of Lubricating Oil (Ⅱ)

Thirdly, the consistency of positioning methods.

Brand positioning refers to the process of establishing or reshaping the brand image related to the target market. The target market is usually determined by a successful positioning strategy. Brand advantage positioning should be built where consumers can feel it, and it should be continuously conveyed to consumers. Connecting the brand's functions with consumers' psychological needs in a consistent way and clearly conveying the brand positioning information to consumers are the same characteristics of successful excellent brands.

1, consumer department

Lubricant customer base is more representative of automobile lubricant consumers (industrial oils are different). After analyzing this part of the customer base, it is found that only about 20% are rational consumers, and the rest are mostly perceptual consumers. Consumers of automobile lubricating oil can generally be divided into the following categories:

Passionate: have a soft spot for cars, have a strong sense of brand and identity, usually use fixed brands, are insensitive to price, use oil more stably, pay attention to final performance, and are mostly high-end car users.

Expert type (such as professional drivers): those who are especially good at maintenance, pay attention to quality and price, use packaging oil with a certain brand awareness, and are mostly middle-class car users.

Responsible (such as transportation service users): Have certain maintenance knowledge, know how to use oil, and will buy trusted brands, but mainly pay attention to cost performance, without paying special attention to brands. Diligent type: I like to maintain myself, regard the vehicle as an important investment, and I am not sensitive to the price.

Seeking happiness: mainly private car owners and high-end car users, with little maintenance experience and knowledge, relying on the commitment of mechanics/shops/brands, tend to hand over the oil to auto service units such as auto repair and auto parts; Willing to buy brands, the opinions and suggestions of terminal sellers have a great influence on them.

Minimum maintenance type: neither paying attention to car maintenance nor spending money on car maintenance.

Of course, the type boundaries of all consumers are not absolute, and there are actually many overlapping phenomena.

2. Brand differences

Brand difference is the personalization of brands, emphasizing the differences between multiple brands and avoiding similarities. If the difference between the two brands is only the name difference, and there is no other obvious difference, it will be difficult to deal with the market segmentation problem. Not only the enterprise itself will be confused about its own products, it is difficult to determine the development ideas of different brands, and users will not have a sense of identity with the promotion of the enterprise. Brand differences are first reflected in the differences of products themselves, including base oil resources, additive formula, process flow, packaging materials, packaging design and appearance. Secondly, it is reflected in the differences between consumer segmentation and market positioning, product connotation, publicity methods and sales channels, with different emphasis.

3. Brand position

Lubricating oil is the most brand effect in petrochemical products, and it is usually the best carrier for big oil companies to show their corporate image in the morning. The company's popularity is closely related to the lubricant brand. Most foreign oil companies directly use the company name as the name of their lubricating oil brands. Most domestic consumers know about these oil companies through lubricant brands. Therefore, the lubricating oil brands under China Petroleum and China Petrochemical Group should strengthen their affiliation with China Petroleum and China Petrochemical, and indicate the origin and characteristics of the products with their company names. This approach can not only make full use of this precious intangible asset which enjoys a high reputation and is trusted internationally, but also reflect the status characteristics of the enterprise and form a strong support for the brand. On the basis of distinguishing brand differences, it can also save publicity expenses and get twice the result with half the effort.

Fourthly, the integration and extension of lubricating oil brands.

1, the necessity of multi-brand * * *

China Petroleum owns brands such as Kunlun, Tian Fei, Qixing and Daqing, while China Petrochemical owns brands such as Great Wall, Shanghai School and Nanhai. Multi-brand * * * Preserving and upgrading the main brand can enable enterprises to occupy different market segments because they have more brands, retain the growth opportunities of different brands, improve market coverage and make up for market gaps. At present, foreign companies have developed mature practices in the integration and treatment of different brands. Domestic brand integration has entered a misunderstanding. A brand covers all grades of "high", "medium" and "low". It is nominally a fish that escapes the net, but it brings consumers a vague concept and cannot distinguish brands. It is best that the main brand should be promoted nationwide, the product variety series should be comprehensive and the coverage should be relatively wide; On the basis of stabilizing traditional regions and traditional customer groups, sub-brands play an auxiliary and supplementary role to the main brands. Even if there is little difference between brand products, it can attract its own customer base in traditional fields and maintain the retention rate of old brand consumers and customers. Although multi-brands have the shortcomings of dispersing enterprise strength and increasing the difficulty of publicity and maintenance, due to the constraints of product market positioning and price system design, it is difficult to completely cover the respective customer groups, levels and market segments of the original brands, and it is likely to lose the original market share of other brands.

2. Differentiation of brand characteristics

The key to the coexistence and growth of multi-brands is to form and maintain the distinctive differentiation among brands, thus subdividing and occupying different markets, complementing each other's advantages, and finally forming a joint force to improve the overall market share, rather than squeezing each other's markets for the purpose of unifying the customer base. If the latter situation is formed, it will be a great failure of corporate brand strategy.

Taking an international famous oil company as an example, this paper expounds the characteristics, positioning and integration of its two major brands in the process of mergers and acquisitions in the domestic market.

Brand A: Leading technology, exciting passion and winning.

Brand B: environmental pioneer, creative thinking, leading the change.

As can be seen from the above brand positioning, the difference between the two brands is obvious. Brand A has achieved market leading edge in China market before the integration, so it will continue to play its characteristic advantages of leading technology, winning with passion and excellent performance after the integration, emphasizing leading, passion and winning; Brand B directly uses the company name, and after integration, it implements differentiated strategic positioning different from brand A: environmental protection, innovation, change, etc. , emphasizing environmental protection, change and creation. The two major brands have their own emphasis and developed in parallel, and have received good integration results. 3. Brand production and technical support To cultivate a lubricant brand that can stand the long-term test of the market and consumers, we must firmly establish the concept of "quality is life" and persevere in practice.

First of all, we must ensure the absolute reliability of base oil quality of all products and use excellent base oil resources; It is necessary to ensure technological advantages, accelerate technological innovation, be close to the market, let scientific research really serve to reduce costs and improve product quality, ensure the pertinence of scientific research and its close combination with production, and strengthen the transformation ability of technological innovation. We should concentrate on forming a set of truly competitive core technologies and enhancing the brand image. Keep up with the development direction of lubricant science and technology, improve the product grade, in order to adapt to the fierce competition of lubricant industry, meet the requirements of formula technology update and the challenge of environmental protection pressure to traditional single-agent technology. Gasoline engine oil should be developed in the direction of improving high-temperature detergency and low-temperature dispersibility, oxidation and wear resistance, more environmental protection and energy saving, and prolonging oil change period; Diesel engine oil should be developed in a direction that is conducive to dry emission control, improving energy saving effect and prolonging service life; Automobile gear oil should be developed in the direction of improving corrosion resistance, thermal oxidation stability, sealing adaptability and wear resistance to adapt to wider geographical and temperature difference changes and various vehicle working conditions.

In the use of additives and formula selection, we should not only consider the scientific and advanced formula, but also pay attention to the adaptability and sensitivity to different base oils. Product packaging design should be novel and fashionable, in line with consumer habits, reflecting humanization; You can't stand still, stick to the rules, and tailor your clothes. There should be strict requirements for product quality standards, and stricter internal control quality indicators can be formulated on the premise of meeting the national standard. The factory qualified rate of product quality should reach 100%, and unqualified products must never leave the factory.

In production, the same brand should strive to achieve centralized production and relative independence to reflect the differences with other products. The same brand should not be spread and repackaged, on the one hand, it is convenient for enterprise management and strict quality control; On the other hand, it can also avoid the difference or change of product quality caused by production dispersion.

4. Brand products, services and guarantees

Doing a good job in customer service and brand product protection, establishing and developing a good relationship with customers and improving customers' satisfaction with enterprises are the core issues of marketing work. Customer-centered and customer first must be regarded as the core values of the enterprise. The internal organizational structure and process should be customer-centered, as professional and flat as possible. Providing thoughtful and satisfactory service to customers is the core of brand value.

To maintain and enhance the brand image, we must: establish technical service institutions, do a good job in oil knowledge training, technical consultation and service, deal with random incidents and provide tracking services; Establish a packaging oil distribution logistics system to establish a good relationship with customers with quick and thoughtful service; Establish customer management data, which will be managed dynamically by special personnel; Visit customers regularly and listen to their opinions; Form a customer feedback system, including their feelings about product performance, quality, price, packaging and image, and suggestions for improving service; There is a special customer complaint handling system, and there are special management systems and personnel responsible for handling customer complaints. No matter what the original difficulties are, we should give a reply within 24 hours, solve them satisfactorily in time and satisfy our customers; Provide customers with necessary product publicity materials, 24-hour automatic telephone inquiry, and provide all-round product information services.

Five, lubricating oil brand marketing and expansion model

Among lubricating oils, internal combustion engine oil is the product with the most brand effect, while automobile gasoline engine oil, diesel engine oil and gear oil of internal combustion engine oil are the most representative, and these oils are the key products of brand marketing. There are mainly several promotion channels:

1, gas station brand lubricating oil display and sales platform

Diesel engine oil and middle and low grade gasoline engine oil are sold through gas stations. Gas stations are generally located in places with convenient transportation and large traffic volume, so they can make good use of the opportunity when various vehicles pass by or refuel to display and publicize lubricating oil products with strong pertinence. Because of the close relationship between lubricating oil products and vehicle fuel products, if the advertising signs are eye-catching, beautifully packaged, eye-catching and displayed continuously, systematically and regularly, the ideal effect can be achieved through repeated visual impact, leaving a clear and deep impression on the driver.

It is a mature and successful model to sell lubricating oil in foreign gas stations, but there is still a gap in China at present, mainly because of the differences in functional design and planning of dry gas stations. Foreign gas stations sell lubricating oil. First, there are convenience stores with relatively independent regions and standardized design, so customers can choose products calmly. Second, the vehicle lubricating oil is supplemented by a convenient and quick refueling method similar to gasoline. Except for a few gas stations with convenience stores, domestic gas stations generally do not have this functional area; For gas stations with a large amount of oil, the functional design of diverting traffic from dry traffic is relatively compact, and the business is busy. Drivers should leave quickly after refueling; At the same time, the method of rapid injection of lubricating oil has not been applied.

With the increasing attention of the two groups to retail business and the standardization of gas station design and management, the number of gas stations with reasonable functions of convenience stores and sites will increase, so the number of lubricating oil sold through gas stations will gradually increase. At present, petroleum and petrochemical gas stations begin to publicize lubricating oil products, set up their own brand lubricating oil supermarkets, further give play to the role of local oil companies as the main channel and the terminal advantages of gas stations, and take flexible measures to improve the enthusiasm of sales staff, thus forming a certain sales market.

Due to historical reasons, the gas station channel is still out of reach for most oil companies. International companies take the curve route to save the country and take shares in PetroChina or Sinopec, such as Shell in Jiangsu, BP in Zhejiang and Mobil in Fujian and Guangdong.

2. Auto Parts Store

At present, there are not many auto parts stores that sell lubricating oil, and about 30% ~ 40% of them are mixed operations of lubricating oil and auto parts. The end market singing opera-auto parts shop, the effect is better, there are still many market gaps, which is also one of the key points of market development. Lubricating oil, as a product similar to other auto parts, is sold together with other auto parts according to the marketing model of auto parts, and customers buy them together when purchasing other auto parts. Yougan auto parts store is a fixed-point standardized operation with high credibility, and professional customers with certain knowledge of auto maintenance buy more. Diesel engine oil and low-grade gasoline engine oil are mainly gas stations and lubricant specialty stores. The marketing countermeasures of auto parts manufacturers are to strengthen control and terminal construction, strengthen information communication, guide joint and deep distribution, and strengthen distribution.

3. Oil for 3.OEM loading and service

Loading oil and after-sales service oil have strong guidance for market oil use, and are important ways for brand oil to enter and occupy the high-grade oil market and establish a good image among users. With the development of automobile industry in China and the entry of automobiles into families, users are more and more inclined to use OEM-approved products. Therefore, the cooperation and cooperation with automobile manufacturers, the certification of oil loading and whether the sales of after-sales service oil can be licensed largely determine the degree of consumer recognition of the brand and the competitiveness of the market.

Automobile manufacturers upgrade the original filling oil (OEM loading oil), designated service oil and designated oil grade, which promotes the upgrading of lubricating oil. The market survey results show that 27.6% of consumers change the brand of lubricating oil because of changing vehicles, and changing vehicles has become the main reason for changing brands.

4. Auto repair shop

In 2004, the national automobile output was 4 million, including 6,543,800 cars. It is estimated that by 2006, the number of sedan chairs will reach more than 9 million. At present, cars are still high-end consumer goods for families in China. Car owners are very concerned about how to maintain their cars, and the concept of maintenance warranty has gradually taken root in people's hearts. With the increasing complexity of automobile structure and the increase of non-professional drivers, car owners can do less and less maintenance work by themselves, so they pursue more convenient, fast and professional automobile maintenance services, which further promotes the development of professional maintenance market and makes automobile maintenance tend to be professional, chained and branded. It is impossible for lubricant manufacturers to establish their own exclusive channels to provide services to users. They must rely on the service terminals and networks of the automobile service industry, and each repair shop will integrate lubricating oil into their own services according to the needs of users.

(1) professional overhaul factory

Strengthening the cooperation with the main engine plant and obtaining the designation of automobile commercial oil can lay the foundation for entering its designated professional overhaul plant. High-grade gasoline engine oil is mainly based on terminals such as automobile repair shops. By joining the special maintenance service system of automobile manufacturers, we provide strong technical support and rapid supply, and become a supplier of brand-specific oil and service oil.

(2) Quick repair maintenance point

In terms of operating strength and scale, it is slightly inferior to professional overhaul plants, but it is widely distributed and its service is fast and simple, which is mainly a place for daily maintenance and quick maintenance of common faults. From the dry point to the wide area, the radiation area is large, so its brand display and sales role is more important. 5. Oil change outlet and quick oil change center

This kind of outlets are mainly responsible for car oil change, and the operation is relatively simple, supplemented by occasional car washing and simple maintenance. Its marketing strategy is to rely on dealers to establish their own brand maintenance system, provide professional oil change services and high-quality products, establish a strong brand image of lubricating oil products, and develop lubricating oil related products.

6, business to business (B2B)

It is mainly aimed at enterprises with large fuel consumption and long-term stability, such as large transport fleets and taxi companies. For this kind of end users who use a lot of oil, if developed properly, it can play a good demonstration effect.

In addition, there are professional oil channels for non-automotive oil brand products such as transformer oil and marine oil.

7. Business-to-user (B2C)

Use integral cards or discount cards to provide oil products to consumers in the form of members and establish a customer database. It is generally used in the field of taxi oil, and some are also used in parking lots and other places where vehicles gather.