NEW DELHI, Feb 14: Maruti Udyog Ltd will promote Indian Oil's lubricants by using a time-tested marketing strategy, widely popular among detergents and washing machine makers.Indian Oil Corporation (IOC), which controls 54 per cent of the petroleum products market at home, has gained rights to use the Maruti Udyog Ltd (MUL) logo on its lube containers. The tie-up will enable Indian Oil to market lubricants with the `Maruti logo' at retail outlets of MUL dealers, its authorised service stations and its own filling stations.
The three-year agreement was signed by Indian Oil's executive director for the northern region, Proshanto Banerjee and Maruti Udyog director, (marketing and sales), K Shenga on Friday. The agreement entitles the `SERVO Superior FM 20 W-40''grade engine oil to use the `Maruti genuine product' logo and a Maruti spare part number.
The engine oil will be used by Maruti vehicles for their initial fills. Indian Oil, a Rs 55,389-crore oil refining and marketing company, caters to all thefuel requirement and 68 per cent of the lubricants requirement of the Maruti Udyog Ltd.
Maruti vehicles, including the Omni, Gypsy, Maruti 800, Zen and Esteem use Indian Oil lubes for their initial fill, says an Indian Oil release. The SERVO-grade engine oil will be stocked at all the outlets of Maruti's 180 dealers and 900 authorised service stations, for use during the service warranty period and afterwards.
Indian Oil and Maruti Udyog have had a 15-year relationship beginning May 1983, when the former assisted Maruti Udyog to launch its cars by arranging a display of the Suzuki models. Subsequently, Indian Oil developed a custom-made lubricant for the Maruti Esteem and Zen models, called SERVO Gear HP Alfa 80W-90, to cater to the special friction modifier requirements of these models. The Servo Brake Fluid Dot 3 Plus and Servokool Plus are also Indian Oil lubricants, custom-made for Maruti cars. The release says all the Indian Oil lubricants have been tested and approved by Maruti Udyog's Japanesepartner Suzuki Motors.
Copyright © 1998 Indian Express Newspapers (Bombay) Ltd.
