3


Since the launching of OLA Energy’s Lubri- cants, how has the reception been in the market? There is trust in the quality of our Lubricants, given our


ExxonMobil heritage. Our Safari brand is well known in the mass market across the country. For our premium grades like Deomax and Accel brands, we have Original Equipment Manufacturers (OEMs) approvals.


4


Having successfully launched the OLA brand of Lubricants, what would you say are the must dos for a successful new product launch in the Kenyan market?


Brand visibility. The Customers need to have you on top of their


minds when they think of buying Lubricants. Getting OEM approvals/ endorsements will also go a long way as a way of quality assurance.


5


OLA Energy Kenya has two Lubricant offer- ings: the OLA brand and ExxonMobil Lubri- cants. What is your sales proposition on the brand a customer should buy?


The OLA Lubricants brand satisfies the local and regional markets.


ExxonMobil Lubricants mainly meet the needs of specialized segments like warranty requirements and specialized industrial applications. The guidance on choosing between the two may also be driven by equipment needs and OEM recommendations.


6


What synthetic Lubricants do you offer the market, and are they produced locally, if not why? Also, how has the trend been on the uptake of synthetic Lubricants in Kenya over


the years? We have synthetic Lubricants for automotive and industrial applications. Currently, our Synthetic Lubricants are imported. Automotive synthetic Lubricants are mainly diesel engine oils


(SAE 5W40, SAE 10W40 & API CJ-4) and petrol engine oils (SAE 0W30, SAE 5W40 & API SN). Our Synthetic Industrial Lubricants offerings are mainly from


ExxonMobil for gearboxes, hydraulic systems and bearings in specialized heavy-duty equipment requiring long-life anti-wear protection. The uptake of synthetic Lubricants is on the upward trend. This


is mainly driven by technological advancements and requirements by OEMs.


Retail stations are the most trusted purchase points for Lubricants. A customer can identify the Lubricant brand with the parent brand.


7


You worked as a Retail Lubes promoter for some time. What is the role of Retail Stations and what opportunities do they present in the marketing of Lubricants?


Retail stations are the most trusted purchase points for Lubricants.


A customer can identify the Lubricant brand with the parent brand. With respect to quality assurance, the retail station is the most


unlikely place to find a counterfeit product. The customer is therefore more confident about the quality of the Lubricant they are purchasing from a retail service station.


8


What role does training people like mechanics and technicians play in the promotion of quality Lubricants? Mechanics are the biggest influencers when it comes to Lubricants. As such, educating them enables them to


give sound advice to their customers in addition to being the brand ambassadors. Training also keeps them appraised on the technological trends.


This way, they will tend to recommend a correct Lubricant for the correct application. For Industrial customers, a wrong lubrication application can


have serious financial repercussions. The training of technicians helps to prevent misapplication of Lubricants. If not monitored, misapplication may lead to machinery failure or damage.


9


What are some of the challenges that are prevalent in the Kenyan Lubricants Market and how can they be addressed? Counterfeits remains the biggest challenge. Enforcement


agencies need to be strengthened to effectively regulate the market to weed out or minimize the proliferation of counterfeits. There is also a preference for using cheap, low-quality lubricants


due to cost considerations and partly due to ignorance. Creating consumer awareness regarding lubricants is the surest


way to ensure genuine high-quality products are embraced in the market.


There is trust in the quality of our Lubricants, given our ExxonMobil heritage. Our Safari brand is well known in the mass market across the country.


JUNE 2023 | LUBEZINE MAGAZINE 10


What qualities and professional qualifica- tions are key to have if one desires to be


a successful Lubricants sale or Technical engineer?


A degree in Mechanical Engineering with a keen interest in the mechanics of machines and fluid mechanics is crucial. A successful candidate should also have a desire to continuously learn and improve their knowledge base.


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