About the Company:
The Lubrizol Corporation is a provider of specialty chemicals for the transportation, industrial, and consumer markets. These products include additives for engine oils and other transportation-related fluids, additives for industrial lubricants, and additives for gasoline and diesel fuel.
Sales Pitch / Value Communication:
Instead of directly talking about its product and its benefits, the company hit the right cord by first acknowledging the need of diesel engines for day-to-day work and world trade (Logistics). Then it talked about the internal fragility of today's complex engines and the need for better quality fuels especially with additives.It also explained how additives are the key to deliver superior diesel performance & Protection, that operators need most. It said additives are as important as mechanic in keeping today's powerful diesel engines running as they should.
Product Positioning:
Lubrizol through this video tried to position its product as "High Quality, Differentiated Diesel Fuel enabler". It says today's more sophisticated engines require more sophisticated Fuel and it's Performance-Fuel-Additives will convert the ordinary diesel into Suprior differentiated Fuel, with the benefits like 'Deposit Control', 'improved lubricity', 'Higher Ceatane', 'Cold Flow', 'Corrosion Protection'
No comments:
Post a Comment