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CASTROL & MANPARTNERS IN PERFORMANCE
MAN & CASTROL – GLOBAL BRANDS WORKING TOGETHER TO MUTUAL BENEFIT
WORKING TOGE THERCONTENTS
Our partnership is a
superb opportunity for
both of us, taking our
joint skills and strengths
into the global markets
‘‘ ‘‘
3
MAN and Castrol have recently signed a long term global partnership
of mutual cooperation building on our current highly successful
collaboration. This new agreement enables MAN 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 MAN dealers and truck owners.
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 including truck
racing and the world’s major footballing competitions helps to create
demand for premium truck lubricants.
‘‘
Dr. Frank HillerDirector Marketing, Sales & ServiceMAN Truck & Bus AG
We benefit from a competent partner, with whom we want to share the role of pioneer and technology leader.
Product development will be as much a part of this cooperation, as will be integrated marketing concepts and the development of new ideas and services for the transport industry of the future.
This cooperation will also greatly benefit our customers.
MAN AND CASTROL WORKING TOGETHER
CASTROL PRODUCTS
HELPING yOU BUILD A STRONGER BUSINESS
STRENGTHENING AFTERSALES
BUSINESS SUPPORT
CASTROL – A GLOBAL SUPERBRAND
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PAGES 4 & 5
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PAGES 8 & 9
PAGE 10, 11,12 & 13
PAGES 14 & 15‘‘
By working closely with the MAN Engine Technology department,
Castrol has dedicated lubricant solutions designed specifically to
deliver better performance and protection for MAN vehicles and
stronger after sales support.
CASTROL ENDURON LOW SAPS 10W-40
• Better engine wear protection using Castrol’s Clean Performance TechnologyTM
• Extended service intervals meaning less unproductive time off the road
• Reduced overall oil consumption
CASTROL ELIxION LOW SAPS 5W-30
• Up to 4% fuel savings under certain conditions, using Castrol’s Low Friction Technology
• Reduced emissions• Increased performance
A BETTER OILA BETTER OIL FOR yOUR CUSTOMERS IS BETTER FOR yOUR BUSINESS
Castrol Elixion Low SAPS 5W-30, Castrol Enduron Low SAPS 10W-40,
Castrol Syntrax Long Life 75W-90 and Castrol Syntrans Z Long Life 75W-80
are the only engine oils, axle and transmission fluids recommended by
MAN. Castrol offers a full range of workshop products to complement
these MAN endorsed engine oils and transmission fluids.
All workshop products represent an opportunity for additional
dealer margin.
• GEAR OILS
• ANTIFREEzE
• COOLANTS
• GREASES
A FULL RANGE OF WORKSHOP PRODUCTS
Jointly developed engine
oils and transmission
fluids contribute to
MAN’s overall Uptime
Principle to minimise off
the road downtime.
‘‘ ‘‘
4 5
“There is huge benefit to
MAN and its customers
in our technology
departments working
together in a long term
collaboration.
‘‘ ‘‘
Castrol also engineers manual transmission fluids for MAN delivering
excellent wear protection to extend component life and reduce
downtime and servicing costs.
CASTROL SyNTRAx LONG LIFE 75W-90 AxLE FLUID
CASTROL SyNTRANS z LONG LIFE 75W-80 MANUAL TRANSMISSION FLUID
• Fuel savings and reduced emissions due to balanced viscometrics• Optimal anti-wear and extreme pressure performance• Superior low temperature fluidity pumpability ensures
optimum protection at start up under all conditions• Excellent thermal and oxidative stability
• Excellent frictional characteristics with carbon, sinter bronze and molybdenum synchronisers provides improved shift quality and extends component life
• Excellent low temperature performance provides improved shift quality• Extended drain intervals reducing downtime and repair costs• Provides protection to components under high loads
CASTROL ENDURON LOW SAPS 5W-30
• Extreme and sustained long-distance engine protection between oil drains
• Exceptional cold start protection and low temperature lubricating performance
• Improved engine protection and less filter blockage using Castrol’s Clean Performance TechnologyTM
DELIVERING MOREDELIVERING MORE ACROSS THE VALUE CHAIN
Our global partnership is strongly focussed upon ensuring a high
level of customer satisfaction amongst MAN owners and 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.
A STRONGER BRAND PROPOSITION
• 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 MAN’s brand and adherence to MAN’s corporate
propositions and vision
A STRONGER MAN
HEADQUARTERS
This is a true long term partnership helping us to deliver a better end product to MAN drivers and owners and stronger margins to MAN 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• MAN 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 MAN and its dealers
‘‘ ‘‘
MORE MARGIN OPPORTUNITIES
• Premium margins on the sale of premium Castrol products• Specialist advice on optimising product mix and improving workshop
margins and profitability• Customised and specialist training support in sales techniques and
lubricants ‘know how’ endorsed by MAN headquarters• Excellent point of sale and merchandising materials • Financial, workshop design and equipment support where appropriate
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 products delivering outstandingly consistent engine performance
• Dedicated lubricants solutions to deliver better protection for MAN vehicles
HAPPy CUSTOMERS GETTING THE MOST
OUT OF THEIR VEHICLE
I love the way my MAN drives. The engine feels great and I know that I’m getting good fuel economy
‘‘ ‘‘
6 7
STRONG AFTERSALESMAN & CASTROL – BUILDING A STRONGER AFTERSALES BUSINESS CASTROL PROGRAMMES TO INCREASE DEALER MARGINS
Castrol recognises the critical importance of aftersales and the workshop
to overall dealer profitability. We offer a comprehensive package
delivering real and measurable value to MAN and its dealers. It helps
dealers at three levels:
INCREASED PROFITS FROM SALES OF LUBRICANTS
INCREASED PROFITS FROM SALES OF PARTS AND LABOUR
INCREASED CUSTOMER SATISFACTION
TOP UP
MAN dealers are in the perfect position to educate their customers
and help them optimise the performance of their engine. Customers
look to them for proactive advice and this is an opportunity to
increase 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 owners and drivers, and perhaps especially MAN drivers because
of MAN’s strong branding, have a greater emotional relationship with
their vehicle. They take pride in looking after their vehicle 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 MAN dealers
in demonstrating the 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 MAN owners.
The incremental performance benefit experienced by customers is
matched by the incremental margin benefit to dealerships.
PROGRAMMES
PEOPLE
PEOPLE: Dedicated key account and relationship managers
Delivering value beyond lubricant sales.
PROGRAMMESMarketingConsultancyTraining
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PRODUCT: Co-engineered products exclusively endorsed by MAN
Specifically designed for MANengines and exclusively sold through MAN dealerships
Delivering better margins PRODUCTS
INCREASE MARGINSCASTROL PROFESSIONAL PROGRAMMES TO INCREASE DEALER MARGINS
CASTROL ONLINE TRAINING
Castrol provides an excellent online training capability to enable sales
advisers to talk more confidently about lubricants, explain the benefit
to truck owners of ensuring that their engine is always topped up with a
high quality lubricant and handle frequently asked questions.
CASTROL RED CARPET
Castrol Red Carpet is a training programme designed to equip MAN
service managers and sales advisers with the skills and capabilities to
enhance the customer experience. Two separate on-site programmes
are available for both Service Advisors and Service Managers.
CASTROL MAN SERVICE PROFIT+ PROGRAMME
Castrol’s MAN Service Profit+ is a coaching programme aimed at
increasing the sales of parts and labour in MAN workshops. It identifies
and sells to the potential for repairs, the sale of accessories and increasing
customer satisfaction from within existing daily service business.
The programme is delivered by a professional consultant with substantial
experience of workshop business. It is developed and delivered as an
in-house coaching programme and contains a balanced mix of analyses
and on and off the job training.
It has been specifically developed for MAN workshops.
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Castrol’s global experience
of best online practice has
been packaged up into
professional onlne training
courses for MAN dealers.
‘‘ ‘‘
“This partnership with
Castrol will deliver
benefit to MAN dealers
way beyond the global
supply of top quality
lubricants. It will help
to increase the value of
our overall after sales
business.
Lars Essman,Senior Vice PresidentAftersales, MAN Group
‘‘‘‘
MAKING IT VISIBLE
We want the world to know about our partnership and we want
them to appreciate the value that it can deliver to them.
Castrol offers a range of endorsement and promotional materials
for display in-dealership and works closely with MAN’s marketing
professionals to develop joint branded marketing campaigns in
support of key objectives.
WORKSHOP MERCHANDISING
Castrol provides a wide range of permanent and temporary
merchandising in support of its products and promotional campaigns.
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 MAN 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.
CASTROL HAS HUGE
ExPERIENCE FROM
AROUND THE WORLD‘ ‘
MAN RECOMMENDS
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Point of sale in cab
Engine & service stickers
Posters / advertising
Literature
Service handbook
‘
‘MAN RECOMMENDS CASTROL
TRUCK RACING
A GLOBAL BRANDCASTROL – A GLOBALLy RECOGNISED BRAND
The 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 Truck Racing, Moto GP, the
World Superbike, Dakar Rally, WRC, 24h Le Mans, and Supersport
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.
Castrol works hard to promote itself and to stimulate consumer demand for our products. We operate in over 140 countries around the globe and are the outright market leader in lubricants in many of those countries.
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‘‘ ‘‘Castrol’s brand is
recognised as a symbol
of quality and leadership
in lubricants across
the world.
Castrol (UK) Ltd Wakefield HousePipers WaySwindonWiltshire SN3 1RETel. xxx xxx xxxwww.castrol.com/uk
CASTROL .THE ONLy OIL RECOMMENDED By MAN