1. Responding to a changing marketing environment

2. LEARNING OUTCOMES FOR THIS LESSON Know that Castrol’s heritage is based on a combination of technical excellence in the development and production of oils and meeting the needs of customers. Understand key elements of the dynamic marketing environment in which Castrol operates, and that Castrol has responded by providing technically superior products. Know that Castrol’s oils and lubricants are designed to meet the need of a variety of market segments.

3. Castrol is a member of the BP Group and is the lubricant arm of a truly global petroleum company. To this day this name is synonymous with premium quality, high performance and leading edge technology in lubrication. By identifying market trends Castrol is able to apply the latest technical developments to giving customers the best possible product. INTRODUCTION

4. THE CHANGING MARKETING ENVIRONMENT One of the most important aspects of change is change in the market place as customers become more demanding. Castrol's response to these changes is to provide oils which are superior to anything else on the market, and which are market focused.

5. MARKET SEGMENTATION Castrol knows that the route to success lies in providing the best products for different segments of the market. Castrol needs to carry out research to find out the best types of oils to suit the vehicles for different market segments. This involves close partnership with the Original Engine Manufacturers to provide the high-tech oils to meet the needs of high quality engines.

6. CONCLUSION Castrols involvement in the motor industry reaches right across the spectrum from testing products from motor racing to road cars The key to this is to have a real understanding of the driver's relationship and involvement with their car - from those desiring top performance, to those seeking reassurance and reliability. Castrol's 'Winning Formula' is a combination of technological superiority, excellent marketing and sales strategies and constantly adapting to changes in market and consumer needs.

7. ASSESSMENT OF LEARNING OUTCOMES How well do you know that Castrol’s heritage is based on a combination of technical excellence in the development and production of oils and meeting the needs of customers? How well do you understand key elements of the dynamic marketing environment in which Castrol operates, and that Castrol has responded by providing technically superior products? How well do you know that Castrol’s oils and lubricants are designed to meet the need of a variety of market segments?