Using PR To Increase The Value Of A Product For A Global Oil Brand.
In a commodity, price driven marine lubricant market, the price of product was too low and customers (ship owners and operators) did not appreciate the true value of products and services provided by Castrol and other lubricant suppliers in the global market. My solution was to launch a global campaign to change the perception of the value of marine lubricant. I wrote stories about the true value of products and services – educating the market – and talking about ‘what if’ scenarios i.e. what if there was a marine lubricant shortage? What if ships could not sail? What if world trade stopped? Stories were compelling, honest and thought provoking. The media campaign ran over an 18-month period and made headlines around the world, helping to change the perception of the value of marine lubricant and significantly raising the price of the product.
- Marketing Strategy
- Public Relations
- Castrol Marine