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Castrol CRB Plus 15W-40 CI-4 Launch

- The tractor engine oils market is moving to 15W-40 viscosity, requiring Castrol to launch a 15W-40 CI-4 Plus variant of its Castrol CRB Plus line to strengthen its position in this growing segment. - Castrol CRB Plus 15W-40 CI-4 Plus is formulated with DuraShield Boosters to actively fight soot agglomeration and provide a protective layer on engine parts, delivering improved wear performance and up to 2 times engine life compared to conventional oils. - The product will be activated through extensive BTL programs covering retailers, villages and mandis in 11 states in 10 regional languages, and will be available at competitive pricing with trade promotions in the upcoming quarter.

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Prashant Shahane
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307 views10 pages

Castrol CRB Plus 15W-40 CI-4 Launch

- The tractor engine oils market is moving to 15W-40 viscosity, requiring Castrol to launch a 15W-40 CI-4 Plus variant of its Castrol CRB Plus line to strengthen its position in this growing segment. - Castrol CRB Plus 15W-40 CI-4 Plus is formulated with DuraShield Boosters to actively fight soot agglomeration and provide a protective layer on engine parts, delivering improved wear performance and up to 2 times engine life compared to conventional oils. - The product will be activated through extensive BTL programs covering retailers, villages and mandis in 11 states in 10 regional languages, and will be available at competitive pricing with trade promotions in the upcoming quarter.

Uploaded by

Prashant Shahane
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Castrol CRB Plus 15W-40 CI-4 Plus

NPI Launch Note


Tractor Engine Oils Market
Market is moving to 15W-40 viscosity with OEMs
recommending 15W-40 oils for all tractors
manufactured since 2016.

Active competition participation Need for launch of


in 15W-40 segment. Post discontinuation of CRB 15W-40 CI-4 Plus
Prima 15W-40 (Mahindra endorsed), We don’t have variant for
any play in this segment. Castrol CRB Plus.

Essential to strengthen our position in this small


(<5% of overall tractor EOs mkt) but exponentially
growing (20% y-o-y) 15W-40 tractor EOs segment.
with
DuraShieldTM Boosters
CASTROL CRB PLUS RANGE….

For Old Gen Naturally Aspirated For New Gen Turbocharged


Tractor Engines Tractor Engines
HOW DOES CASTROL CRB PLUS WITH DURASHIELDTM BOOSTER WORK
CASTROL CRB PLUS
WITH DURASHIELDTM
BOOSTERS
Castrol CRB Plus with specially
formulated DuraShieldTM Boosters
protects against wear to help ensure
a long and healthy engine life in two
specific ways.
BRAND 1-2-3
WHY CHOOSE
CASTROL CRB PLUS

CONSUMER CONCERN
It’s the small things that make all the difference. Even particles 1000
times smaller than a pin head can cause abrasive wear, a key engine
deterioration factor. Soot can agglomerate to form large particles which
displace oil on moving metal surfaces, causing abrasion on them.

REASON TO BELIEVE
Castrol CRB Plus 15W-40 CI-4 Plus with DuraShieldTM BENEFIT
Boosters actively works in two ways: one, fights soot Castrol CRB Plus 15W-40 CI-4 Plus delivers
agglomeration and two, provides robust protective layer improved wear performance providing up to 2 times
on critical moving engine parts. engine life*.

*Based on time between camshaft rebuilds in a severe Cummins ISB

engine test vs. a conventional CH-4 engine oil without DuraShieldTM.


Product Details
Product: Castrol CRB Plus.

Specification: 15W-40 CI-4 Plus. For turbocharged diesel engines


fitted in tractors & agricultural equipments.

Claim: “Up to 2 times engine life*”.

Pack Size Promo/ List Price/L w/o DLP/L w GST MRP/Pack


SKU Code
(L) Non-Promo GST (INR) (INR) (INR)
Pricing: Details in subsequent slide.

3432251 1 Non-Promo 295 348 410


3432248 5 Non-Promo 283 335 1,969
Packs: 1L, 5L, 7.5L, 8.5L, 10L.
3432244 7.5 Non-Promo 260 307 2,705
3432245 8.5 Non-Promo 260 307 3,066

3432238 10 Non-Promo 257 303 3,566 *Based on time between camshaft rebuilds in a severe Cummins ISB

engine test vs. a conventional CH-4 engine oil without DuraShieldTM.


Market Activation
Agri BTL Activation Visibility at PoS – Posters & Banners
Coverage

11 States

Touchpoints

0.5K Mandis 2.5K Villages 2K Retailers

Mental & Physical availability at scale –


during season Available in 10 regional languages
Pricing, Trade Input & Promo

Pricing Trade Input - Promo –


Q2’22 Q2’22
MRP & DLP: Base Input: Consumer + Mechanic Promo:
1% higher than existing CH-4 INR 12/L 5L: 4.5L + 0.5L free inside the pack
variant pricing & Mechanic Coupon of INR 30
Additional Input (Season
NLP: Booster): 8.5L: 7.5L + 1L free inside the pack
2% lower than existing CH-4 Same as existing CH-4 variant. & Mechanic Coupon of INR 60
variant, differential base on-invoice 1L free on every multiple purchase
input of INR 12/L vs INR 3/L for of 15L. FOC would be 1L pack of 10L: 9L + 1L free inside the pack
CH-4 variant CRB Plus CH-4 (for May’22). & Mechanic Coupon of INR 60

Mechanic Promo Pack Size


MRP/Pack DLP/Pack NLP/Pack Base SKU Code Promo SKU Code
7.5L Non-Promo Pack Coupon/Pack (L)
(INR) (INR) (INR)
Pricing (INR)
3432248 3432249 5
CRB Plus 15W-40 CI-4 Plus 2,705 2,299 2,209 45 3432245 3432246 8.5
CRB Plus 20W-40 CH-4 2,685 2,281 2,259 NA 3432238 3432239 10
Thank You

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