February 2016
The use of marketing terms is widespread in the lubricants sector. Claims such as ‘recommended for’ or ‘meets the requirements of’ describe products that are considered suitable for use in a given application without claiming Original Equipment Manufacturer (OEM) approvals.
Navigating through the wide range of lubricants available today can be daunting for the end user. Marketing terms clarify the choice of products available that meet a consumer’s specific need.
Rather than create clarity in the range of suitable products available, sometimes these terms can be confusing. Comparing a ‘recommended for’ lubricant against one that is ‘suitable for use’ can create added complexity for end users in a purchase decision.
When correctly applied marketing terms support a consumer’s correct choice of product by providing assurance that a lubricant is suitable for use in a given application.
The varying use of marketing claims by different lubricant marketers has caused the Verification of Lubricant Specifications (VLS) to review their use and provide guidance on their application.
The role of VLS is to create a level, open playing field for the benefit of all companies. Supporting a more transparent marketplace in the best interest of the end user helps create a vibrant competitive industry committed to high standards of customer service and product quality.
The availability of a wide range of high quality products carrying OEM approvals or recommended in their own right, helps to stimulate competition. These products provide greater choice for consumers while allowing organisations both large and small to come together and compete openly in a thriving, innovative lubricants industry.
The use of product claims should always be supported by technical evidence, backed by the marketer’s technology provider and helps the end user to
choose the right product. If these product claims cannot be fully validated then quite simply they should not be used.
End users should be in no doubt that the products they buy are right for an application. The use of marketing terms should support an end user’s purchase decision and not create confusion in what can sometimes appear to be a complex marketplace.
Andrew Goddard Chairman Verification of Lubricant Specifications
LINK
www.ukla-vls.org.uk
• Do you believe that consumers and end users should be able to make an educated and informed choice about which product to buy?
• Do you believe that consumers and end users should be able to make an educated and informed choice about which product to buy?
• Are you concerned about false claims in the UK Lubricants market?
• Are you concerned about false claims in the UK Lubricants market?
• Do you want a way to show the quality of your own products?
• Do you want a way to show the quality of your own products?
VLS is an independent organisation providing a credible and trusted means to verify lubricant specifications. Join VLS and be part of the Lubricant Industry Initiative to bring transparency to the lubricant market place and protect and educate the end user.
VLS is an independent organisation providing a credible and trusted means to verify lubricant specifications. Join VLS and be part of the Lubricant Industry Initiative to bring transparency to the lubricant market place and protect and educate the end user.
For more information visit
www.ukla-vls.org.uk or contact
admin@ukla-vls.org.uk.
For more information visit
www.ukla-vls.org.uk or contact
admin@ukla-vls.org.uk.
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