Castrol

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Castrol Project Details

Castrol is the acknowledged global leader in the lubricant's category of the oil industry. Its long-running strap-line is immediately recognised: 'The Lubricants Specialists'.

I began working with the parent company, Burmah Castrol, in 1994, providing strategic marketing input to a Senior Executive Management Development Programme.

I subsequently undertook assignments with Burmah Castrol subsidiary companies including Foseco, Fosroc and Sericol.

The table below describes the major projects I undertook for Castrol over a period of eight years before BP's acquisition of the company.

Activity

Description

Strategic Marketing for Profitable Growth

This was an intensive Course / Workshop designed for Castrol Consumer and targeted at senior marketing professionals. The objective was to create a worldwide community of marketing professionals working strategically with common processes and language.

An adapted version was designed for Castrol Industrial, the business-to-business division.

Eventually the two streams were merged and the programme became the standard for all marketing professionals throughout Castrol.

ASPAC High Potentials Marketing Programme: Marketing for Competitive Success

This was my first major project for Castrol, commissioned by the Asia-Pacific organisation. The markets of south-east Asia were the fastest growing for the lubricants category as ownership of motor cycles and passenger vehicles grew in line with the economies in the region.

The ASPAC HRM group identified the need for a course, delivered in English, for personnel who had been identified as high potential marketing professionals. The course was always regional, delivered in either Hong Kong or Thailand.

Castrol ASPAC: Customer Relationship Management: Strategies for Customer Profitability

Again commissioned by the ASPAC HRM group, this course focused on developing the competencies of those employees managing customer-facing personnel such as key account managers and sales people. The course was regional, covering all ASPAC markets and delivered in Hong Kong and Thailand.

Trans-National Account Management Workshop

This was a high-level programme designed for Castrol Industrial and delivered in Australia. The emphasis was on 'solutions selling', essentially an outsourcing offering for large industrial organisations such as General Motors and Toyota.

Miscellaneous

Over and above delivering management development programmes, I have undertaken a variety of additional assignments with Castrol, including coaching, speaking, and consultation on branding and distribution channel management.