One of China's independent lubes producers have outlined three-pronged approach to marketing.
Auto lubricants in China used to be perceived as unfamiliar and specialised products that required special knowledge and ability to comprehend.
Now, however, lubes are a more commonplace consumer item. Nonetheless, lubes producers still need to educate dealers further in the benefits of using superior quality products.
Jarn ups its marketing Image: Jarn |
It is with this in mind that Jarn Petroleum Co, a mid-sized manufacturer of heavy truck lubes, have released their three-pronged approach to expanding their distribution network.
Firstly, the Xi’an-based company will expand circulation of its “Lubes Distributor” magazine, which it believes will resonate with conscientious and forward-thinking distributors. The publications will address the problems faced by the industry today, such as homogenisation, increased competition and lower profits.
Secondly, Jarn will introduce multi-channel training, which will expand on the techniques covered in the publications. The training will extend to dealer training managers, distributors and a dealer support staff.
Finally, the company also plans to send its staff to work directly with distributors all around the country to help them implement and enhance operational and business models across its one thousand-plus outlets.