BP Castrol

Background:

BP Castrol, which sells premium lubricants to OEMs and auto dealerships worldwide, is a leading — and premium-priced vendor. They realized that to retain both its leadership and pricing strategy, it would have to deliver tangible added value.

Challenge:

Castrol needed to stake out the position that Castrol could help OEMs and dealerships drive more revenue, beyond those from lubricants. Impressions’ task was to transform information from dozens of unrelated successful programs, executed by Castrol regional offices around the world, into a tool kit that would facilitate global sharing of best practices. The materials would be used for sales force education, serve as online content and support sales presentations.

Solution:

(1) Codify the new value proposition for the Castrol sales force and end users,
(2) Present a compelling case for the revenue potential for both constituencies, and
(3) Educate both about the many programs available.