Castrol Branded Workshop Introduced
Premier Lubricants (M) Sdn Bhd, the sales and marketing arm of Castrol, Duckhams and BP lubricants, has developed a workshop business model which will eventually be applicable globally.
The business model, known as the Castrol Branded Workshop (CBW), was a project that Premier Lubricants was tasked with to investigate the viability and commercial potential.
Now that the project has been completed, the company will inject a major investment into CBW to ensure its successful implementation through offering innovative business propositions that create win-win situations for Castrol, outlet operators and customers.
”For outlet operators, the benefit will be in terms of acquiring a better understanding of the dynamics of servicing. Castrol would also help workshops to develop their business and cope with technological trends in car servicing by supporting them with marketing services and sophisticated equipment,” said Premier Lubricants National Sales Director Andy Williams.
“This will have a direct impact on helping them to face the challenges of the ever competitive and constantly changing car servicing environment,” he said.
Castrol Workshop Channel manager Neil Tilley added that the CBW is clearly an asset for outlet operators and customers as it upgrades workshops’ competency and provides added value to car owners in terms of services tailored to their specific needs.
The three CBW propositions available to customers are: Performance Zone, Castrol Service and BP Car Care, each catering to the differing needs of car owners.
“Of course, CBW has been initiated to increase Castrol’s equity in the car retail lubrication sector,” he said, adding that Castrol currently has five Performance Zone workshops and three Castrol Service outlets in the Klang Valley with a further two in the final stages of operation. The plan is to establish 50 CBWs, including some outside the Klang Valley, by the end of the year.
Mr Tilley is upbeat with the market acceptance of the CBW and expects it to ultimately become the standard bearer for branded workshops in Malaysia, regionally and globally.
