Brand Positioning - Oil_June 2022 ROI V2

BRAND POSITIONING Everything you need to know about oil

Oil Brand Positioning Guide

About North Sea Lubricants

■ Very good low temperature properties ■ Protection to wear by cold start ■ Very high thermal and oxidation stability ■ Excellent resistance against foaming, corrosion and wear ■ High dispersancy and detergency level ■ High viscosity index.

OE APPROVED

WAVE POWER ADV ADVANTAGE 10W-40 is a universal high-performance fuel saving semi synthetic oil for use in gasoline and diesel engines of passenger cars and LCV’s with or without turbochargers. It’s also suitable for diesel engines equipped with a Diesel Particulate Filter.

Things you need to know !

About Shell Helix The Shell Helix range of engine oils offers relentless performance, cleansing and protection. Shell Helix oils offer benefits over and above the industry standards:

• 30% faster oil flow for quicker engine warm up • 40% better wear protection

• 60% better corrosion protection.

OE APPROVED

Shell Helix HX8 fully synthetic motor oil with flexi-molecules for drivers that want advanced protection for their car even in sever conditions. Shell Helix HX7 enhanced mineral oil with active cleansing technology for drivers that want value for money and an oil they can rely on.

Things you need to know !

About Shell Helix Ultra

Shell is the number one global lubricant supplier for the 14th year running, delivering market-leading lubricants to consumers in over 100 countries. They are also OEM partners with some of the biggest passenger car brands in the world including Ferrari, Maserati, BMW and Hyundai. Their most advanced oil to date, Shell Helix Ultra with PurePlus Technology, is the very first motor oil designed from natural gas rather than from crude oil.

OE APPROVED

Things you need to know !

Fully synthetic premium motor oil designed for ultimate engine performance in all driving conditions.

About Triple QX

Exclusive, own label entry level lubricant brand. Triple QX Engine Oil is the go to workshop essential for the trade.

The main features and benefits of Triple QX oils are: • Advanced additive technology reduces friction for optimised power • Helps prevent build-up of deposits to promote engine cleanliness • Maximum engine wear protection, helping to extend service drain periods • Meets ACEA and manufacturer’s standards • Helps reduce emissions and improve fuel consumption.

EXCLUSIVE TO

Things you need to know !

About MPM

MPM deliver a product range that covers over 99% of the required lubricants and liquids to maintain worldwide car fleets.

OE APPROVED

• MPM provide market leading online service and technical personal support • They are a passenger car lubricants specialist • High quality products at affordable prices

Things you need to know !

Part number breakdown

The final digit represents the quantity/size e.g. 1 – 4/5Ltr 2 – 1Ltr 5 – 20Ltr 6 – 199/208/209Ltr 7 – Bulk

The first three digits represent the product group i.e. Engine oil .

521 77 223 5

The following two digits represent the marque; this is universal for oil.

The next three digits are sequential as a new product is added to the portfolio.

Brand positioning Better

Good

Best

Euro Car Parts

Euro Car Parts

Euro Car Parts

Competitor

Competitor

ROI Competitors

What is Original Equipment Manufacturer (OEM) Approval? Knowing what an OEM approved product is and what this means for the customer is a key part of selling lubricants. The manufacturers specifications give us the peace of mind that the oil being used is up to the task being asked of it, but what’s the difference between a grade that meets the requirements of a manufacturer specification and one that holds OEM approval status? ■ The OEM, in co-operation with a lubricant manufacturer, develops and publishes specifications for the lubricant or fluid to be used for a certain application. This publication includes specific tests and test limits and is used by additive suppliers and lubricant manufacturers to determine and use the right combination of base oils and additives, so the final product complies with the specification. The result is a lubricant or fluid that ‘meets the specification’ ■ A lubricant manufacturer can go one step further. They can submit a lubricant that meets a specification for an official approval by the OEM. If after strenuous testing the lubricant complies with all its requirements, the OEM gives their official approval. The value of an OEM approval lies in it being ‘an official endorsement’ of a lubricant’s quality ■ A ‘meets the specification’ lubricant will not invalidate the vehicles warranty provided the correct specification of lubricant has been used; it simply means the lubricant manufacturer needs to prove the quality and characteristics of its oil if there is a cause for claim rather than paying to do so ahead of time. Upselling Here are some tips about how you can upsell when talking to your customer about oil: ■ Start by understanding what oil your customer stocks and what car parc these covers. Since 2005, when most vehicle manufacturers began to recommend using fully synthetic oils, the range of required specifications has greatly increased meaning your customers are likely to need more than just one barrel to service all the vehicles they see. This provides an opportunity to upsell and increase your average invoice price with often more expensive oils whilst building the customers confidence in your ability to talk about engine oils. Tip: Always use the oil recommendation on TopCat. ■ Think about why the customer is placing an order. Is the garage carrying out a service? If so, make sure you offer standard service parts such as oil filters, air filters, spark plugs, coolant, brake fluid etc. By asking if they are conducting a service, you could instantly increase your basket spend. Don’t let them order their service parts elsewhere because we didn’t ask. ■ Lastly, if you get calls for service kits don’t forget to add oil. Check on TopCat for the oil recommendation for the vehicle and suggest your customer takes 5ltrs to go with the service kit. ■ Does your customer want a 1ltr? - It’s an easy suggestion to help the workshop increase revenue by selling an additional 1ltr top-up for when their customers car starts to run low... Review Is our offering closely aligned to the customer’s requirements? If not, work with your manager to create an offering which is more appropriate for your customer i.e. are you holding the right amount of oil grades in stock? Are you using a tracker to review repeat business? If not, start to implement one by creating your own in excel or by running reports from QlikView. This provides a great opportunity to keep track of the quantity of the oil a customer is ordering, which means you can anticipate their order and give them a call in advance.

The Right Oil For Your Workshop We have dedicated support from MPM who can review your customers current vehicle mix, suggest the right range of oil grades based on the cars they service so they get the right oil for their workshop.

If you have any queries regarding products, look at our Product Manager Directory on ECPedia to find out who to contact.