Please enable JavaScript.

Coggle requires JavaScript to display documents.

Mobil - Coggle Diagram

- - - - Perception
        
        Provides best protection against engine wear
        
        Is recommended by online/ offline community/ experts
        
        Stocks everything required for bike repair
      - Brand KPI's
        
        Awareness (73-AJJ'21)
        
        Consideration (55-AJJ'21)
      - Key Takeaway
        
        Servo’s decrease in awareness can be due to absence of on ground promotions as only the essentials were allowed to be transported during Apr-May’21. Due to nationwide and state- wide strikes, less footfall on fuel stations
        Further, Stock Availability and Wt. Distribution haven’t recovered Post- Covid
    - - Brand KPI's
        
        Awareness (95-AJJ'21)
        
        Consideration (89-AJJ'21)
      - Key Takeaway
        
        Limited Distribution based awareness due to restrictions during lockdown could have led to decline in awareness levels
      - Perception
        
        Helps my engine go longer between oil changes
        
        Gives me confidence i am doing best for my engine
        
        Recommended by mechanic experts/ communities
        
        Provides best protection against engine wear
      - Key Campaign
        
        Power 1 ultimate toofan
        
        Retail offers
        
        India vs Australia campaign
    - - Brand KPI's
        
        Awareness (61- AJJ'21)
        
        Consideration (42-AJJ'21)
      - Perception
        
        Helps my bike go longer between oil changes
        
        Recommended by online experts communities
      - Key campaign
        
        BS6 Ready
        
        India vs Australia
      - Key Takeaway
        
        1 Ind vs Aus. & Ind vs Eng. Series - On Ground activation and Player Profile
        
        Consistent promotion on digital platforms
        
        “The Original Engine Oil” campaign in Jun-Jul’21
    - - Brand KPI's
        
        Awareness (40-AJJ'21)
        
        Consideration (24-AJJ'21)
      - Perception
        
        Complete range of bike products
        
        Gives me confidence I am doing best for my bike
        
        Recommended by online experts/ communities
      - Key Takeaway
        
        Total has been active on digital platforms with brand related campaign along with corporate creatives
    - - Brand KPI's
        
        Awareness (64-AJJ'21)
        
        Consideration (47-AJJ'21)
      - Perception
      - Key campaigns
        
        Sumitra Senapati TVC
      - Key Takeaway
        
        FIRST IMPACTFUL CAMPAIGN ON TV and DIGITAL ACROSS SEGMENTS – IN MARCH/APRIL
        The campaign was continued on Digital Till June
    - - Brand KPI's
        
        Awareness (81-AJJ'21)
        
        Consideration (66-AJJ'21)
      - Perception
        
        Recommended by online experts
      - Key campaigns
        
        Pick up offers for dealers
        
        Dealer offers
        
        Referral Reward offers
        
        Bikestop Policy
        
        TVC with Dhoni
      - Key Takeaway
        
        GulfwasactiveonTV in Apr-May’21 with Dhoni and has also released digital OOH
        • Digital Promotion done with popular personalities such as Aparshakti Khurana etc
  - - - Ad recall (26%)
      - Brand Linkage (11%)
      - Awareness (65% AJJ'21)
      - Consideration (46% AJJ'21)
      - Ad Awareness (43% AJJ'21)
    - - TV (99)
      - Advert (trucks, cars, buses etc.) 102
      - Bill boards (102)
      - Print (94)
      - WOM (100)
      - Digital (100)
      - POS M (97)
      - Radio (112)
      - E com (100)
  - - - (756 p.m across 12 cities) Males & Females, 18-55 + yo, Owns & drives for 2wo for>1+ years, key/ joint decision maker for servicing
        
        Infotainment
        
        Book My Show
        
        NDTV
        
        Mobile games
        
        Payments & Shopping
        
        Amazon Wallet
        
        E wallet/ UPI
        
        Swiggy
        
        Social
        
        Tik Tok
        
        WhatsApp
        
        Instagram
        
        Key decision factors
        
        Trust recommendations by local retailer
        
        Trust reccos of reputable experts and influencers in bike domain
        
        Trust premium quality brands in the market
        
        Personal preferences
        
        Use high quality products for bike
        
        Learn from mechanics as much as possible
        
        Modify bike as per latest trend- personalization
        
        Journey
        
        OEM until warranty period
        
        Switch to local garage once warranty ends
- - - - Media Spend
        
        Print ($0. 14m)
      - Perception
        
        Recommended by mechanics/ workshops
        
        Recommended by online experts/communities
        
        Provides best protection against engine wear
        
        Has a variety of products for all different needs
      - Brand KPI's
        
        Awareness (71-AJJ'21)
        
        Consideration (56-AJJ'21)
      - Key Takeaway
        
        Decline in exposure to Servo’s branding at fuel stations
    - - Media Spend
        
        Brand ($0.59m)
      - Perception
        
        Has a good quality of lubricants catering to variety of needs
        
        Is better than other brands
        
        Recommended by online experts/communities
      - Brand KPI'S
        
        Awareness (43- AJJ'21)
        
        Consideration (20-AJJ'21)
      - Key Campaign
        
        Women empowerment film
        
        Association with OEM's
        
        Digital always-on
      - Key Takeaway
        
        FIRST IMPACTFUL CAMPAIGN ON TV and DIGITAL ACROSS SEGMENTS – IN MARCH/APRIL
        The campaign was continued on Digital Till June
    - - Key Campaign
        
        Child Like curiosity
        
        Digital Offers
      - Brand KPI's
        
        Awareness (56-AJJ'21)
        
        Consideration (40-AJJ'21)
      - Perception
        
        Has a good quality of lubricants that meet a variety of needs
      - Key Takeaway
        
        1 Ind vs Eng. & Ind vs Aus. Series - On Ground activation
        
        Consistent promotion on digital platforms
        
        “The Original Engine Oil” campaign in Jun- Jul’21
    - - Brand KPI's
        
        Awareness (AJJ'21)
        
        Consideration (24 -AJJ'21)
      - Perception
        
        Has a good quality of lubricants to meet a variety of needs
      - Key Takeaway
        
        Total has been active on digital platforms with brand related campaign along with corporate creatives
    - - Brand KPI's
        
        Awareness (93- AJJ'21)
        
        Consideration (87-AJJ'21)
      - Perception
        
        Is a good lubricant that serves variety of needs
      - Key campaign
        
        Retail offers for 2W &4W
        
        Vaccination drive for truck drivers
        
        Anmol Ratan- trade offers
        
        Magnetic ad for 4w segment
      - Key Takeaway
        
        4W investments limited to Digital, coupled with impact of the lockdown. Further Castrol and Servo both are Mass brands in this segment and thus decline in shelf visibility could be a key reason for decline in awareness levels
    - - Brand KPI's
        
        Awareness (75-AJJ'21)
        
        Consideration (53-AJJ'21)
      - Perception
        
        Has a good quality lubricant to meet a variety of needs
      - Key Campaigns
        
        Cash rewards for vaccination
        
        Bikestop policy
        
        Pick up offers for 4w dealers
        
        BTL offers for CVOO- Super Jodi & Suraksha Bandhan
        
        Partnership with McLaren's
      - Key Takeaway
        
        “Smooth drive” digital promotion
        
        done by the brand with popular personalities such as Aparshakti , Rakulpreet and other celebrities
        
        DIGITAL OOH with Dhoni
        
        2W TV campaign
  - - - Ad Recall (26%)
      - Brand Linkage (11%)
    - - Print (98)
      - Digital (102)
      - WOM (99)
      - TV (94)
      - Adverts on cars, trucks (103)
      - POS M (97)
      - Billboards (101)
      - Radio (104)
      - ECom(100)
  - - - Social
        
        Instagram
        
        Linkedin
        
        WhatsApp
      - Infotainment
        
        Trip Advisor
        
        OTT- Hotstar
        
        Running app
      - Payments & Shopping
        
        Myntra
        
        Swiggy
        
        eWallets/UPI
      - Journey
        
        Use OEM until warranty, looking for lower priced reputed brand
      - Key Decision Factors
        
        Trust friends and peers who recommend
        
        Trust brands that are visible and advertised to me
      - Personal preferences
        
        High cost maintenance
        
        Automation of FCD - reach to him when repair/servicing is due
        
        Dealer thugs me
    - - Social
        
        Auto Forum
        
        Facebook
        
        WhatsApp
      - Infotainment
        
        Dream 11
        
        Podcast
        
        YouTube
      - Payments & Shopping
        
        Amazon
        
        International sites
        
        e Wallets/ UPI
      - Journey
        
        Dedicated OEM for servicing but always looking for a quality driven workshop service centre
      - Key decision factors
        
        Fellow auto enthusiasts to guide
        
        Peers and family recommended workshop
        
        Global auto experts on youtube and auto magazines
      - Personal preferences
        
        Be a part of community that appreciates cars
        
        Can't be fooled since he knows everything about his car
        
        Looking for enhancement opportunities visually and functionally
- - - - Progressive professionals
        
        Social
        
        Tik Tok
        
        YouTube
        
        WhatsApp
        
        Infotainment
        
        MX Player
        
        Daily Hunt
        
        Local Paper
        
        Key Decision Factors
        
        Trust my seniors/ mechanics who learnt from during my youth years
        
        Trust fleet owners to grow and expand my business
        
        Personal Preferneces
        
        Efficiency of engine oil- optimize mileage and higher savings
        
        Check my engine oil and lubricant after every long road trip
        
        Concerned about working of engine and truck
        
        Payments & Shopping
        
        FastTag
        
        Bulbul.Tv
        
        eWallets/UPI
  - - - Digital (109)
      - Print (95)
      - TV (99)
      - Adverts (Buses, Trucks, Car) (95)
      - Hoardings/ Billaboards (103)
      - POS M (101)
      - Radio (92)
      - Ecom (101)
    - - Brand linkage (11%)
      - Ad recall (26%)
  - - - Message from Olympic athletes
      - Dangal creative
  - - - Brand KPI's
        
        Awareness (65- AJJ'21)
        
        Consideration (52-AJJ'21)
        
        MLTB (10-AJJ'21)
      - Perception
        
        Help me go longer between oil top-offs
        
        Recommended by truck communities
      - Key Takeaway
        
        Servo’s decrease in awareness can be due to absence of on ground promotions as only the essentials were allowed to be transported during Apr-May’21. Due to nationwide and state- wide strikes, less footfall on fuel stations
        Further, Stock Availability and Wt. Distribution haven’t recovered Post- Covid
    - - Brand KPI's
        
        Awareness (59-AJJ'21)
        
        Consideration (45-AJJ'21)
        
        MLTB (6-AJJ'21)
      - Perception
        
        Constantly advances technology
        
        Keeps my business running reliably
        
        Workshops offering this product provides excellent service
        
        Is a brand I take pride in
        
        Recommended by truckers communities/ companies
      - Key Campaign
        
        Thank you Truck Drivers
      - Key Takeaway
        
        There’s an increase in Top of Mind awareness as Valvoline was has been active with its brand campaign “The Original Engine Oil”, sponsorships, ongoing CSR Activities and Truck Xpert Programs etc
    - - Brand KPI's
        
        Awareness (50- AJJ'21)
        
        Consideration (34- AJJ'21)
        
        MLTB (2-AJJ'21)
      - Perception
        
        Recommended by truck communities/ companies
      - Key Takeaway
        
        Increase in the total awareness as the brand was active on digital platforms with its badminton related campaign and rebranding creatives
    - - Brand KPI's
        
        Awareness (65- AJJ'21)
        
        Consideration (48-AJJ'21)
        
        MLTB (13-AJJ'21)
      - Perception
        
        Prevents engine breakdowns
        
        Workshops using lubricant provides excellent service
      - Key Campaigns
        
        MovewithShell campaign
        
        Women truck drivers
      - Key Takeaway
        
        FIRST IMPACTFUL CAMPAIGN ON TV and DIGITAL ACROSS SEGMENTS – IN MARCH/APRIL
        
        The campaign was continued on Digital Till June
        
        The campaign was based on women empowerment which had better impact – lady truck driver and influencer
        
        Further, there was improvement in Stock availability in the AJJ quarter
    - - Brand KPI's
        
        Awareness (75- AJJ'21)
        
        Consideration (63- AJJ'21)
        
        MLTB (18-AJJ'21)
      - Perception
        
        Workshops using this lubricant provides excellent service
      - Key Campaign
        
        Jamoora Tesan
        
        Surakhsha Bandhan
      - Key Takeaway
        
        Gulf has seen increase in Top of Mind awareness – can be attributed to the fact that Gulf has been active on advertising front – celebrity association (Aparshakti Khurana, Dhoni etc.), CV related campaign on digital, digital OOH etc, continuation of Suraksha Bandhan campaign etc. Suraksha Bandhan has been awarded
    - - Brand KPI's
        
        Awareness (86-AJJ'21)
        
        Consideration (77-AJJ'21)
        
        MLTB (43-AJJ'21)
      - Perception
      - Key Campaign
        
        Vaccine drive for truck drivers
        
        Anmol Ratan offer
      - Key Takeaway
        
        Castrol’s wt. distribution has been impacted during pandemic, which could have impacted its awareness levels
- - - - Triggers
        
        On-Demand products or service
        
        Better help and information
        
        Consistent product & experience every time
      - Value Drivers
        
        Accommodate my unique needs fully
        
        Easy to do business with
        
        Makes me feel confident that my business is running smoothly
      - Key Messaging
        
        Guaranteed reliable results for business
      - Top Feelings
        
        Confident & in control (83%)
        
        Knowledgable (66%)
        
        Respected (59%)
    - - Triggers
        
        On-Demand product or service
        
        Better help and information
        
        Consistent product and experience
      - Value drivers
        
        Easy to do business with
        
        Understands and caters to my needs
        
        Makes me feel confident about running my business smoothly
      - Key Messaging
        
        Innovation-driven performance to fuel your growth
      - Top Feelings
        
        Confident & in control (87%0
        
        Respected (72%)
        
        Knowledgable (70%)