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Gulf Oil educates mechanics to promote engine oils

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | September 22, 2010
The Gulf Oil Van Activation is a six-month long activity targeting the engine oil shop retailers and mechanics

India based Gulf Oil Corporation has launched a pan-India connect programme that aims to promote the oil major's complete range of engine oils for new generation passenger cars and utility vehicles.

The Gulf Oil Van Activation is a six-month long activity where a team will travel for 30-45 days per zone, in a branded van which will be used to visit multiple engine oil selling counters each day. The visit aims at educating the target audience about the product benefits and schemes available and simultaneously looks at enrolling maximum numbers. The drive will also be used as a platform to enhance the brand's visibility across counters by deploying merchandise elements such as posters, danglers and banners.

The campaign, designed by Ubiq - the trade and retail marketing division of Candid Marketing, aims at educating the trade. The primary target audience for the campaign are engine oil shop retailers, while the secondary audience are the mechanics working with spare parts shops, stand alone garages, engine oil retail outlets and other service workshops (franchise and non-franchise).

Ubiq has appointed and trained a team of representatives which visits the outlets in branded vans to educate the target group. The team visits each counter to introduce the range of products on offer, along with the benefits and schemes. "We have devised interesting and simple games as engagement tools to get the message across," says Riyaz Sayed, associate vice-president, Ubiq Trade Marketing.

The activity aims at covering 11 zones, including prominent cities. Merchandise elements such as posters, danglers and banners are put in garages and engine oil retail shops as per the set guidelines and space availability.

Through the campaign, the company is promoting its range of engine oils such as GULF MAX Supreme 20W-50 (for premium segment petrol cars), GULF MAX TD 15W-40 (for diesel and utility vehicles), GULF MAX Supreme 5W-30 (for top end petrol cars), and Gulf Multi G 20W-50 (for entry level petrol cars).

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