Pensol Industries Limited

Objective: The key task was to establish pensol as quality brand in India.
TG: Vehicle owners and mechanics
Hurdles: Pensol had its restricted entries in the market. To enter in new market, the difficulty was to gain brand recall in lesser time.
Marketing Strategy: Lubricants are low involvement-low interest category. The strategy was to create the drama to bring in interest in this category. A seperate drive was initiated to popularize the association of Pensol with world's leading brands like Volvo, Cumins etc.
Media Mix: Only newspaper was part of this plan. This gave freedom to concentrate over a single medium and get maximum mileage.
Results: The brand gained popularity and entered new territories too. The brand has also got authorization from Volvo which is a big feat for an Indian brand.