What is perfection?
Beauty we are told is in the eye of the beholder! What is perfection for a lubricants marketing business?
Clearly it depends on where you sit in the value chain, the markets addressed and the segments that you are servicing and what role you are undertaking. For Jaunita Rodriguez the Consumer Marketing manager, it could be different from Philip Tan the Industrial or HDDO manager.
Let’s consider some of the global trends:
As the balance of the world economy is moving south and east, several key themes are seemingly constant:
• Consumers demand for clean air – backed by legislation • Improving (reducing) lubricant per capita consumption per unit of operation
• Always connected – always online • Drive for economy, with smaller engines and lower viscosity products
• Rising Value and power of data (integration)
In every area there is a need to do more with less, yet at the same time to engage with customers in a way that will lead to improved, or at least maintained, satisfaction; so that the user continues to use your organisation again, and again and again. For a lube marketer that could be split into the classic B2C and B2B.
Let us consider that a consumer’s interaction with the LubeCo. In both segments the buyer wants reassurance that the products that they are buying are the right ones, they are fully fit for purpose and the organisation supplying them is a suitable vendor.
Perfection could be thought of as: Enabling the consumer to finding the right product for a piece or pieces of equipment, (displayed as you, the marketer, wants), facilitating a purchase in the easiest manner possible, for that channel, linking to a delivery mechanism that gets the product to the consumer (B2C) or organisation (B2B) in a timely manner, ideally with the waste oil being recycled (as a low cost aspect of your own supply chain.)
Of course that also means being able to supply all the appropriate documentation, both product (TDS, MSDS etc) and commercial (Invoices, Delivery notes) as part of that process. The precise implementation depends on the channel or segment eg: Workshops may want connectivity with cataloguing systems or passionates (or forced DIY) may need direct delivery.
In a B2C context this implies integrated web solutions that permit the connectivity of systems from recommendation sites, order process systems; and integration to achieve the seamless (or frictionless?) interaction for the user. To do this requires really detailed planning and maintenance.
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LUBE MAGAZINE NO.128 AUGUST 2015
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