I NDUSTRIAL M ARKETING

L UBRICANTS
 D EFINITION : L UBRICANTS

 A lubricant is substance (often

liquid) introduced between two
moving surfaces to reduce the
friction between them.
 C OMPOSITION

 Typically contains 90% base oil(petroleum-

mineral oils) and less than 10% additives

 Non liquid lubricants contains Grease,

powder(dry graphite, Molibdenum disulphite),
Teflon tape used in plumbing etc.

 Those non liquid lubricants provide lubrication at

higher temp.(up to 350 °C)
 ADDITIVES USED IN
LUBRICANTS

(1) Anti oxidant --- Aromatic

amines,Phenols,Sulphides and phosphates
(2) Corrosion Inhibitor --- Amino salts and salts
of sulphonic acids
(3) Antiwear agents --- Tricresyl phosphate
(4) Foam inhibitors --- Glycerols
 T YPES OF L UBRICANTS

 Solid lubricants e.g Wax, Talc, Mica, Molibdenum

disulphide

 Semi solid lubricants e.g. Grease and Vaseline

 Liquid Lubricants e.g. Mineral oils, Vegetable oils,

Animal oils

 Synthetic lubricants e.g. Polyglycols, Silicones,

Organic amines, Imines, Amides.
 F EATURES OF L UBRICANTS

 Increase efficiency and reduce wear

 Dissolving or transporting foreign particles and

distributing heat

 Single largest application is in form of Motor Oil,

protecting internal combustion engines in motor
vehicles and powered equipments

 Another approach is to use ball bearings, roller

bearing or air bearings which in turn require
internal lubrication themselves
 U SES

 Other uses are for cooking, biomedical

applications on human(lubricants for artificial
joints), ultra sound examinations for males and
females etc.
 A PPLICATIONS

 Automotive Industry-Engine oil, Automatic

transmission fluid, Gearbox fluid, Break fluids.

 Tractor(One lubricant for all systems)

 Other motors(2 stroke engine oil)

 Industrial(Hydraulic oils, Air compressor oils, Gas

Compressor oils, Gear oils Bearing and circulating
system oils, Refrigerator compressor oils)

 Aviation

 Marine
 K EY F UNCTIONS OF
L UBRICANTS
 Keep moving parts apart

 Reduce friction

 Transfer heat

 Carry away contaminants & debris

 Transmit power

 Protect against wear

 Prevent corrosion

 Seal for gasses

 Stop the risk of smoke and fire of objects

 Gear and
Automotive Oils Transmission oils

 Automotive
Grease
M ARKETING S TRATEGIES
 OEM A PPROVAL

 Normally there are many specifications of OEM.

 OEMs do extensive testing and maintains active

list of approved products.

 Some Lubricants Mfr. Specify OEMs that use their

products.

 E.g. Cummins, Volvo, BMW, VolksWagen

 In OEMs direct marketing can be used.

 P ERFORMANCE

 Lubricants Mfr. Claims benefits for customers

based on superior performance

 Glamorous advertising, sponsorships of typically

sporting events and endorsements.

 E.g. F1 Race by Castrol,

 B2B market place the marketer is normally

expected to show data that supports the claims,
hence reducing the use of broad claims.
 E FFICIENCY

 The lubricant marketer claims improved

equipment efficiency when compared to rival
products or technologies
 E CONOMY

 The marketer offers a lubricant at a lower cost

than rivals either in the same grade or a similar
one that will fill the purpose for lesser price
 E NVIRONMENT F RIENDLY

 The lubricant is said to be environmentally

friendly

 Several organizations, typically government

sponsored, exist globally to qualify and approve
such lubricants by evaluating their potential for
environmental harm

 .Typically, the lubricant manufacturer is allowed

to indicate such approval by showing some
special mark
 Q UALITY

 The marketer claims broad superior quality of its

lubricant with no factual evidence

 The quality is “proven” by references to famous

brand, sporting figure, racing team, some
professional endorsement etc.
 D ISPOSAL

 It is estimated that 40% of all lubricants are

released into the environment.

 Disposal: Recycling, burning, landfill and

discharge into water may achieve disposal of
used lubricant.
 C OMPANIES MANUFACTURING
L UBRICANTS
 Castrol

 Volvoline

 Veedol

 Amichem dictionary

 Anand engineers

 Anand oil companys

 Aum Consultancy

 Bharat petroleum Corporation ld.

 B.M. Petrochem