Published 13th February, 2012
John Sargeant and Stuart Speding, RPS Energy's Senior Consultant and Head of Lubricants Practice examine the optimum methods for assessing marketing in the lubricants industry.
The RPS experts propose that marketing evaluation of the lubes industry should look beyond the geographical and focus on the 'marketing maps' created by the wide variety of marketing channels used by the lubes industry.
The paper examines a range of methods of evaluating "Bang for the Buck" on marketing in developing and mature markets, stating that "there are critical differences between the drivers of demand in OEM workshop and Retail channels. And there are fundamental differences in the resource management required between direct vs. indirect routes to market or between B2B and B2B2C."
