Commercial Sector Toolkit
Your Performance
Advantage
Caltex tools v 1.0
FOR CALTEX INTERNAL USE ONLY
© 2007 Caltex Products Company. All rights reserved.
Using the toolkit
This toolkit PDF is fully interactive:
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–
–
–
SECTION
SECTION
11 2 2 3 APP
3
These buttons give you access to each of the sections within the toolkit
The home button will take you back to the cover page
The arrows take you chronologically backwards and forwards through the pages
within each section
The navigation bar in the tint panel on the right will take you directly to a specific part of
the section – simply click on the heading. The arrow
indicates the section page that
you are on
All linked documents can be accessed by clicking on the underlined link
name/address.
The files can also be opened directly from the toolkit CD for ease-of-use within sales
presentations (these are divided into two folders on the CD – one which contains the files
that a salesperson may need to open with a potential customer, and one which contains the
files that are confidential or for internal use only).
Commercial Sector toolkit – for Caltex internal use only
Using
the toolkit
Toolkit
introduction
Toolkit contents
Toolkit introduction
This Commercial Sector toolkit is designed to enable you to succeed in gaining
new, profitable business from both existing and prospective customers.
Within the toolkit you will find :
– market overview and trends
– training and reference materials
– sales advice and guidelines
– tools to support selling on benefits
and customer value, rather than price
– sample brochure template
– standard proposals and presentations
– document templates
Please note that all images used in this toolkit and its linked tools are for toolkit use
only and must not be duplicated/used for any other purpose.
Commercial Sector toolkit – for Caltex internal use only
Using
the toolkit
Toolkit
introduction
Toolkit contents
Toolkit contents
Background, strategy
and knowledge
About Caltex and Chevron Global
Lubricants (CGL)
Sales Process support
Introduction and Sales Process
alignment
Using
the toolkit
Standard sales approach
Toolkit
introduction
Commercial Sector background
Sales support tools
Toolkit contents
Caltex technology
Links and contacts
Commercial Sector strategy
Customer Value Proposition (CVP)
Templates
Products
PowerPoint templates
Solutions
Word templates
Creating new Proofs of
Performance (POPs) and
Customer Testimonials
Commercial Sector toolkit – for Caltex internal use only
Section 1: Background, strategy
and knowledge
Commercial Sector toolkit – for Caltex internal use only
Background, strategy and knowledge
Section 1: Contents
About Caltex
Caltex and Chevron corporate overview
The Caltex Vision, Values & Strategic
Intent
Commercial Sector background
Market overview
Commercial channel trends
Fleet management
Customer profile
Competition
Caltex technology
Caltex technology / R&D
Commercial Sector technology
Coolant technology
Lubricants University
Technical papers and presentations
Commercial Sector strategy
Development process overview
Commercial Sector toolkit – for Caltex internal use only
Key market focus
Executive Summary
Customer Value Proposition (CVP)
Customer segmentation
Caltex positioning platform
Caltex Delo Advantage programme
Products
Product menu
Heavy Duty Motor Oil (HDMO) products
Ancillary products:
– Coolants
– Drive-line products
– Grease
– Heavy Duty (HD) Fuel Additives
- Fuels: Diesel
Complexity Management
Solutions
Global outline and Commercial Sector overview
Global Solutions portfolio
Commercial Sector Solution examples
About Caltex
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
CVP
Products
Solutions
Background, strategy and knowledge
SECTION 1
About Caltex
Commercial Sector toolkit – for Caltex internal use only
Section 1: About Caltex
Caltex & Chevron corporate overview
The following links provide a salesperson with key facts about Caltex
and Chevron and its leading position in the global energy sector.
Reference to this information will help to raise our level of credibility
as a supplier. High-level overview slides are included in the standard
sales approach presentation below, which can also be found in
Section 2: Standard sales approach.
About Caltex
Caltex & Chevron
corporate overview
The Caltex Vision,
Values & Strategic
Intent
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
CVP
www.caltex.com.au
Products
www.chevronlubricants.com
CommSalesPres.ppt
Commercial Sector toolkit – for Caltex internal use only
Solutions
Section 1: About Caltex
The Caltex Vision, Values & Strategic Intent
Why is it important to refer to the Caltex Vision, Values & Strategic Intent
The answer is simple. Even though you will receive a range of information and tools
that will provide specific support for sales in the Commercial Sector, the way we
behave and bring the Caltex Vision, Values and Strategic Intent to life will
communicate a clear message to the market and provide a key differentiator
for us in the market place.
Please take time to familiarise yourself with the content by using the links below. We
recommend that you always have a hard copy available and we would encourage you to
share the document with your customers, prospects and other contacts in the sector.
About Caltex
Caltex & Chevron
corporate overview
The Caltex Vision,
Values & Strategic
Intent
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
CVP
Products
http://col/
Then click on the section entitled ‘have you seen?’
Commercial Sector toolkit – for Caltex internal use only
Solutions
Background, strategy and knowledge
SECTION 1
Commercial Sector background
Commercial Sector toolkit – for Caltex internal use only
Section 1: Commercial Sector background
Market overview: global
Overall, global finished lubricants’ demand growth is flat due to a
number of environmental, technological, and economic factors.
About Caltex
However, lubricant demand in individual markets varies greatly from
high growth, emerging markets (especially China and India) to flat or
declining, mature markets like North America and Western Europe. The
largest Commercial markets are North America and Asia Pacific.
Commercial
Sector background
Market overview
Commercial trends
Fleet management
Customer profile
Competition
Implications:
Caltex technology
–
–
It is important for Caltex to identify and understand profitable growth
opportunities in key regions and focus resources on key growth markets
within Australia.
Different go-to-market strategies and tactics will be required for key countries
depending on market opportunities (e.g. emerging, high growth markets like
India and China require different strategies to a mature, flat growth market
like the USA).
Commercial Sector toolkit – for Caltex internal use only
continued
Commercial
Sector strategy
CVP
Products
Solutions
Section 1: Commercial Sector background
Market overview: global
Heavy duty commercial marketplace – general trends:
About Caltex
–
Diesel technology and product specifications are evolving rapidly to meet
reduced exhaust emission requirements (NOx and particulates), improve
fuel economy, and extend service intervals. Accordingly, there is a trend
toward globalisation of both engine technologies and lubricant
specifications.
Commercial
Sector background
Market overview
Commercial trends
Fleet management
Customer profile
–
More stringent technical specifications for lubricants make product
differentiation more difficult and increase competitive / margin pressures.
–
Global transition to ultra low levels of sulphur in diesel fuels and
lubricants to meet stringent exhaust emission requirements.
–
HDMO base stock transition away from Group I to Group II/II+/III
and, ultimately, to Gas to Liquids (GTL).
Competition
Caltex technology
Commercial
Sector strategy
CVP
Products
Solutions
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Commercial Sector background
Market overview: global
–
–
Demand for monogrades in Asia Pacific and Latin America will continue in
the near future.
Increased competitive pressure (quality products, marketing, pricing, etc.)
We are utilising our industry knowledge and position to benefit and
provide value to our customers
About Caltex
Commercial
Sector background
Market overview
Commercial trends
Fleet management
Customer profile
Competition
Caltex technology
Commercial
Sector strategy
CVP
Products
Solutions
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Commercial Sector background
Market overview: global
Projected demand growth, by region
About Caltex
Forecast lubricant demand growth by region, 2005-2015 [source: Kline]
Commercial
Sector background
Market overview
Asia Pacific (3.5%)
Commercial trends
Central & South America (1.9%)
Fleet management
Customer profile
Central & Eastern Europe (1.5%)
Competition
Near & Middle East (1.2%)
Caltex technology
Commercial
Sector strategy
Australia (0.6%)
North America (0.4%)
CVP
Products
Western Europe (3.3%)
Solutions
-5
-4
-3
-2
-1
0
1
2
3
4
5
Growth rate in %
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Commercial Sector background
Market overview: global
Lubricant volume demand
[source: Kline]
About Caltex
USA
Commercial
Sector background
Market overview
China
Russia
Commercial trends
Japan
Fleet management
Australia
Customer profile
Competition
India
Germany
Caltex technology
Brazil
Commercial
Sector strategy
Canada
CVP
UK
France
Products
Other
Solutions
0
5
10
15
20
25
30
35
40
Volume demand in million tonnes
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Commercial Sector background
Market overview: global
Predominant commercial customer
maintenance fluid-related
issues:
Predominant Original Equipment
Manufacturer (OEM) fluid-related
issues:
– reduced operating and
maintenance costs
– emission control/regulation
Fleet management
– after treatment systems
– extended fluid service life
– reduced cycle time
Customer profile
Competition
Caltex technology
– optimum fuel economy
– technical support
– extended fluid service life
– hassle-free fluid performance
– extended equipment life
– inventory consolidation
– minimal warranty claims
– distribution and availability
– product availability
Commercial
Sector strategy
CVP
Products
Solutions
– aftermarket profit opportunities
Commercial Sector toolkit – for Caltex internal use only
Commercial
Sector background
Market overview
Commercial trends
– engine design changes
– extended equipment life
– warranty protection
About Caltex
continued
Section 1: Commercial Sector background
Market overview: regional
Additional global industry background and specific regional trends can
be accessed via the following links:
About Caltex
– Kline and Company website: www.lubelink.com
Commercial
Sector background
Market overview
– Kline-online for Caltex employees: www.klineonline.com
Commercial trends
User ID: Chevron Password: oil2cpc
Fleet management
Please note that this site has been established for CGL employees only. Use the
above link to access this site, but remember, this is for CGL employees only and
you MUST NOT allow anyone outside of CGL access to the link.
Customer profile
– PFC website: www.pfcenergy.com
From the PFC Energy page, click on "client login" to enter the client site and
select a service from the "membership services" menu. User is automatically
authenticated into site.
Competition
Caltex technology
Commercial
Sector strategy
CVP
Products
– Lubrizol website: www.mylubrizol.com
Solutions
Sign in and register as Chevron Global Lubricants Commercial Team.
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Commercial Sector background
Market overview: strategic significance of Europe
Europe has a global strategic importance within the Commercial Sector:
– Five of the major HD Commercial OEM’s are based in Europe
> Volvo/Renault
> Scania
> DaimlerCrysler
> MAN
> Iveco
– Technology trends are led from Europe (SCR, AdBlue, Low SAPS oils)
About Caltex
Commercial
Sector background
Market overview
Commercial trends
Fleet management
Customer profile
Competition
Caltex technology
Links with US
Commercial
Sector strategy
> Freightliner part of DaimlerChrysler
CVP
> MACK part of Volvo
Products
> New 12.9 Litre Paccar MX engine developed and manufactured at DAF
Solutions
facility in Eindhoven
> MAN link with Navistar
Commercial Sector toolkit – for Caltex internal use only
Section 1: Commercial Sector background
Commercial channel trends
Observed Commercial Sector channel trends:
– More customers are leasing vehicles and moving to contract maintenance
About Caltex
Commercial
Sector background
Market overview
– Move to third-party service providers (OE workshops, independent
workshops, truck stops, quick lubes, mobile maintenance service
providers, etc.)
Commercial trends
Fleet management
– Owner Operators are moving from Do-it-Yourself (DIY) to Do-it-for-Me (DIFM)
in more mature markets
– OEM and other franchised dealers are an influential force in the marketplace
Customer profile
Competition
Caltex technology
– Growing influence of hypermarkets and large retailers
Commercial
Sector strategy
– Many commercial products sold in small, higher margin package sizes (B2C)
CVP
Products
Solutions
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Commercial Sector background
Commercial channel trends
Channel implications:
– We must continue to be selective in choosing channel partners that
effectively meet customer requirements to represent our commercial
offering
– We need to build commercial capability by leveraging important channels
in key markets.
About Caltex
Commercial
Sector background
Market overview
Commercial trends
Fleet management
Customer profile
Competition
Commercial Sector channel strategy:
– Mature markets: focus on profitable growth while increasing
penetration/share of wallet with existing customers including fleets, owner
operators, OEMs and other franchised dealerships and independent
workshops.
– Developing markets: align with existing resellers/mass merchants/dealer
networks to establish a position and build distribution capability.
Commercial Sector toolkit – for Caltex internal use only
Caltex technology
Commercial
Sector strategy
CVP
Products
Solutions
Section 1: Commercial Sector background
Fleet management
Fleet owners and maintenance managers are generally conservative
when it comes to trying anything new because of the potential impact
that a failure may have on vehicle uptime.
This applies not only to lubricants, but
Caltex and CGL has:
also to the services provided. You can
– a proven track record of exceeding the
win their confidence and trust by
requirements of some of the largest, most
demonstrating that you know and
demanding, sophisticated fleets in the world
understand their industry.
– solid, cooperative working relationships
Fleet management is most comfortable
with some of our industry’s leading OEMs
with suppliers whose representatives
and truck assemblers
can demonstrate good knowledge and
experience of fleet operations.
About Caltex
Commercial
Sector background
Market overview
Commercial trends
Fleet management
Customer profile
Competition
Caltex technology
Commercial
Sector strategy
– research and development capabilities
CVP
that are unsurpassed in our industry
Products
– a high degree of proficiency, integrity, and
business acumen among our sales team
members
Commercial Sector toolkit – for Caltex internal use only
continued
Solutions
Section 1: Commercial Sector background
Fleet management: purchasing process
The purchasing process at some fleet operations can be complex with
a decision-making unit consisting of a group of people. The degree of
influence that each person has also varies according to the fleet
operation and business circumstances.
About Caltex
Commercial
Sector background
Market overview
Commercial trends
Potential decision-making unit participants:
Fleet management
– maintenance who ensure maximum reliability and availability of
equipment, and the related products and services required to meet
operating objectives and business goals
Customer profile
– purchasing who often focus on lowest cost instead of cost-effectiveness
Commercial
Sector strategy
– corporate management who negotiate regional and global supply
agreements, often influenced by both maintenance and purchasing
CVP
Competition
Caltex technology
Products
Solutions
Remember that it is important to have contacts at all levels.
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Commercial Sector background
Fleet management: purchasing process
It’s vitally important, wherever possible,
The Purchasing Process could involve a
to quantify the value and savings that a
combination, or all, of the following
fleet operation achieves when using
elements:
Caltex products and services.
– a Request for Information (RFI)
If the benefits are well documented and
Commercial
Sector background
Market overview
– a Request for Quote (RFQ)
Commercial trends
– a detailed presentation to one or several
Fleet management
reported, they can significantly influence
the decision makers who decide which
products to source or put out to tender.
The documented proof is a hurdle to
competitors.
influencers within the customer’s
organisation
– spot purchase(s)
About Caltex
Customer profile
Competition
Caltex technology
– the utilisation of a third party supplier
Commercial
Sector strategy
– a direct supply arrangement
CVP
Products
Solutions
Commercial Sector toolkit – for Caltex internal use only
Section 1: Commercial Sector background
Customer profile
Some of the largest transportation
About Caltex
and/or logistics companies in the
Commercial
Sector background
Market overview
world are existing Chevron
customers so you can feel
Commercial trends
confident that our products and
Customer profile
services portfolio will meet your
Competition
needs – and that we have a
Caltex technology
wealth of excellent, world-class
Commercial
Sector strategy
experience to draw upon and
CVP
reference.
Products
Fleet management
Solutions
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Commercial Sector background
Customer profile
Global fleet customers include:
Australian fleet customers include:
– Ryder (USA)
– Boral Australia
About Caltex
– Penske (USA)
– Hanson
– Frito Lay/Pepsi (USA)
– Mini Tankers
Commercial
Sector background
Market overview
– Tesco (UK)
– K & S Freighters
Commercial trends
– British Telecom (UK)
– Queensland Rail
Fleet management
– Barcelona Bus (Spain)
– Trans Pacific Industries Group
Customer profile
– Empresa de Ônibus Pássaro Marrom
SA (Brazil)
– Baileys Marine
Competition
Caltex technology
Commercial
Sector strategy
Our global OEM customers include:
– Volvo
– Scania
– Mack
– Freightliner
– PACCAR
– International
– DAF
– Isuzu
Commercial Sector toolkit – for Caltex internal use only
CVP
Products
Solutions
Contact your marketing manager for
a full regional customer listing.
continued
Section 1: Commercial Sector background
Customer profile: summary
Typical customer attributes:
Customers are generally:
– Long term commitment for volume
– Output- and cost-driven
About Caltex
– Risk adverse
Commercial
Sector background
Market overview
purchase of lubricants is usually
through a tender/bid process
– Price and overall value are key factors
to win contracts (regional/global decision)
– Value-added products and services
that can be quantified and illustrated
in the form of cost savings are key to
winning contracts
– Service and delivery is a key factor to
retain business
– Knowledgeable
– Under considerable time pressures and
impatient with suppliers that don’t add
value
– Sceptical, but open to evaluating
Commercial trends
Fleet management
Customer profile
Competition
Caltex technology
products/services that may improve
productivity and equipment reliability,
and reduce overall operating costs
Commercial
Sector strategy
CVP
– Up to 10% of products can usually be
Products
purchased outside of any contract
Solutions
– Ancillary products are a significant
asset (if available)
Commercial Sector toolkit – for Caltex internal use only
Section 1: Commercial Sector background
Understanding the competition
Competition varies dramatically from market to market. Based on
feedback from Regional colleagues, quality summary analysis for key
competitors has already been compiled by marketing.
To supplement this internal information, we suggest that you refer to the
PFC documents below as well as Kline and/or competitive websites for
additional secondary data to enhance the competitive information that
you already maintain.
About Caltex
Commercial
Sector background
Market overview
Commercial trends
Fleet management
Customer profile
Competition
Caltex technology
See Section 2: Links and contacts for links to Kline and competitive websites (global and local)
Commercial
Sector strategy
CVP
PFC_LubMarketShares_05.xls
Products
Solutions
PFC_LubMkt PositioningOvw_6.pdf
Commercial Sector toolkit – for Caltex internal use only
Background, strategy and knowledge
SECTION 1
Caltex technology
Commercial Sector toolkit – for Caltex internal use only
Section 1: Caltex technology
Caltex technology: leadership and innovation
As a leading premier lubrication marketer, Caltex Lubricants recognises
the importance of adding value to customers’ businesses and is
committed to enhancing the customer’s bottom line through shared
product knowledge, industry expertise and value-added services.
Commercial
Sector background
Caltex technology
Caltex technology/R&D
Commercial Sector
technology
Coolant technology
Lubricants
University
Technical papers
and presentations
Caltex & Chevron’s lubrication history
is legendary – reinforced by an
impressive list of industry “firsts” –
earning CGL its renowned reputation.
Since the early part of the 20th
century, CGL has amassed a wide
range of industry credentials that built
the brand value enjoyed today.
Commercial Sector
strategy
CVP
Moving the industry forward on behalf of its customers, CGL has
introduced a host of product and technology advancements.
Commercial Sector toolkit – for Caltex internal use only
About Caltex
Products
Solutions
continued
Section 1: Caltex technology
Caltex technology: leadership and innovation
The list of industry milestones continues to grow and illustrates Caltex
and Chevron’s track record of adding value to customers’ business by
exceeding their expectations and extending the life of their oil
equipment.
Our customers benefit from our technology advantage, industry
knowledge and relationships with OEMs that result in reduced operating
costs.
About Caltex
Commercial
Sector background
Caltex technology
Caltex technology/R&D
Commercial Sector
technology
Coolant technology
Lubricants
University
Technical papers
and presentations
Commercial Sector
strategy
CVP
Use this link to view the listing of automotive firsts:
Products
Solutions
CommercialAutoFirsts.doc
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Caltex technology
Caltex technology
Caltex has long been recognised for introducing technically superior
lubricants to market before those products were required by OEMs or
users.
Our ability to continually maintain this position can be achieved with
perpetual on-going dialogue between:
Commercial
Sector background
Caltex technology
Caltex technology/R&D
Commercial Sector
technology
Coolant technology
Lubricants University
Technical papers
and presentations
– Our Research and Technology
– OEMs
– industry associations
– customers/users that make up the Commercial Sector.
These efforts have helped take Caltex and Chevron to a market leadership
position in several countries, and have generated a high level of value-added
benefit for the OEMs and end-use customers.
Chevron’s Research and Technology group is considered by many to be
the petroleum industry’s benchmark research organisation.
Commercial Sector toolkit – for Caltex internal use only
About Caltex
continued
Commercial Sector
strategy
CVP
Products
Solutions
Section 1: Caltex technology
Caltex technology: global technology centres
Richmond
Technology Centre
and Technology HQ
USA
Rio de Janeiro
Technology
Brazil
Ghent Technology
Belgium
About Caltex
Commercial
Sector background
Caltex technology
Caltex technology/R&D
Commercial Sector
technology
Coolant technology
Lubricants University
Technical papers
and presentations
Commercial Sector
strategy
Sydney Technology
Australia
CVP
Products
Globally linked regional technology centres – Caltex has a unique
global technology position with research centres on four continents.
Commercial Sector toolkit – for Caltex internal use only
continued
Solutions
Section 1: Caltex technology
Caltex technology: local technical support
Sales support:
– provides technical training
About Caltex
– assists in developing a differentiated performance position via product
testing and data interpretation
– assists on customer visits
– investigates performance/quality issues
– develops and publishes technical information
– provides support in procuring OEM approvals
– manages licensing activity such as The American Petroleum Institute (API),
The Association des Constructeurs Européens d' Automobiles (ACEA),
The Japanese Automotive Standards Organisation (JASO), etc.
Commercial
Sector background
Caltex technology
Caltex technology/R&D
Commercial Sector
technology
Coolant technology
Lubricants University
Technical papers
and presentations
Commercial Sector
strategy
Manufacturing support:
CVP
– publishes and maintains product formulations and specifications
Products
– ensures accuracy of production product testing
Solutions
– investigates manufacturing or testing issues
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Caltex technology
Caltex technology: research and development
Advances in equipment and process technology are constantly being
sought and developed to sustain the demand for higher productivity and
lower operating costs.
It is vital, as sales people representing a major supplier of products and
services to the industry, that we:
– understand the technology
– recognise and communicate the importance of good lubrication
technology to fleet operations
– speak their industry language
About Caltex
Commercial
Sector background
Caltex technology
Caltex technology/R&D
Commercial Sector
technology
Coolant technology
Lubricants University
Technical papers
and presentations
Commercial Sector
strategy
CVP
Use this link to view more detail on CGL’s R&D resources:
Products
Solutions
Research+Development.ppt
Commercial Sector toolkit – for Caltex internal use only
Section 1: Caltex technology
Commercial Sector technology
In the late 1980s, engine manufacturers introduced a two piece piston
design with a forged steel crown and an aluminium skirt that enhanced
engine performance and lowered emissions.
Combined with a trend toward higher horsepower engines and higher
operating temperatures, this change also impacted the performance
requirements placed on engine oil.
Caltex’s top-tier heavy duty motor
oil products met and exceeded the
standards – by controlling high
temperature oxidation and protecting
against wear – ultimately
extending engine life.
About Caltex
Commercial
Sector background
Caltex technology
Caltex technology/R&D
Commercial Sector
technology
Coolant technology
Lubricants University
Technical papers
and presentations
Commercial Sector
strategy
CVP
Products
Solutions
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Caltex technology
Commercial Sector technology
In the 1990s, engines with retarded fuel injection timing systems hit
the road in response to even more rigorous emissions requirements for
reduced nitrous oxides.
Although this change has reduced exhaust emissions, these systems
result in significantly higher levels of soot in the crankcase oil. This can
severely jeopardise engine performance by plugging filters, increasing
wear and reducing fuel economy.
Caltex’s top-tier heavy duty motor oil products evolved to again
exceed industry standards and guard against these problems,
resulting in optimum engine performance and extended engine life.
About Caltex
Commercial
Sector background
Caltex technology
Caltex technology/R&D
Commercial Sector
technology
Coolant technology
Lubricants University
Technical papers
and presentations
Commercial Sector
strategy
CVP
Products
Solutions
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Caltex technology
Commercial Sector technology
Engines fitted with exhaust gas recirculation (EGR) provided a more
permanent solution to rigid emissions regulations, restoring fuel
economy lost by retarding the fuel injection timing.
However, EGR systems return potentially harmful combustion acids to
the cylinder where the oil is exposed to them.
Using Caltex’s premium heavy duty motor oil products with optimised
base reserve protects engines from corrosive damage and still
maintains maximum soot dispersancy.
About Caltex
Commercial
Sector background
Caltex technology
Caltex technology/R&D
Commercial Sector
technology
Coolant technology
Lubricants University
Technical papers
and presentations
Commercial Sector
strategy
CVP
Products
Solutions
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Caltex technology
Commercial Sector technology
Selective Catalytic Reduction technology
To meet the Euro IV emission standards in Australia in 2008 and beyond,
many OEMs are fitting Selective Catalytic Reduction (SCR) exhaust
after-treatment systems to their new engines. SCR will also be required
in the USA to meet 2010 emission standards.
With an SCR system, in-cylinder combustion can be better optimised for fuel
economy and convert harmful NOx and CO into CO2 and H2O. SCR can
operate with any Caltex lubricant
Exhaust gas
that meets the standards
containing
AdBlue tank
nitrogen oxides
specified
for the
Metering unit
engine.
About Caltex
Commercial
Sector background
Caltex technology
Caltex technology/R&D
Commercial Sector
technology
Coolant technology
Lubricants University
Technical papers
and presentations
Commercial Sector
strategy
CVP
Ammonia +
water vapour +
nitrogen oxides
© DaimlerChrysler AG
Commercial Sector toolkit – for Caltex internal use only
CO2 + water
to the environment
continued
Products
Solutions
Section 1: Caltex technology
Commercial Sector technology
Diesel Particulate Filter technology
To meet the USA 2007 emission standards, the majority of OEMs are fitting
Diesel Particulate Filter (DPF) exhaust after-treatment systems. DPF is also
very likely to be fitted in Europe to meet Euro V.
DPFs are normally a wall-flow ceramic honeycomb filter device that removes
carbon particulate in the exhaust gas by passing it through pores in the matrix.
The API introduced the new category API CJ-4 in October 2007 to reduce the
potential for lubricant derived ash build
Engine
up in the filters.
Clean exhaust
exhaust
API CJ-4 has maximum limits set on the
level of Sulphated Ash, Phosphorous
and Sulphur to ensure compatibility
with catalysed exhaust filters.
© Copyright Johnson
Matthey Pic 2005
Commercial Sector toolkit – for Caltex internal use only
Caltex currently offers CJ-4
lubricants to exceed the performance
requirements of this category.
(Delo 400 LE to be launched October 2007)
continued
About Caltex
Commercial
Sector background
Caltex technology
Caltex technology/R&D
Commercial Sector
technology
Coolant technology
Lubricants University
Technical papers
and presentations
Commercial Sector
strategy
CVP
Products
Solutions
Section 1: Caltex technology
Commercial Sector technology
As we move into the 21st century, global emission regulations will
become even more stringent, requiring a reduction in the particulate
matter and nitrous oxide in exhaust fumes.
Future design changes are likely to require a combination of these
technologies (EGR + SCR + DPF) and new advancements in engine oil
formulations and performance.
Scientists working for Chevron are already developing the technology
needed to meet these new engine requirements and ensure our toptier products continue to provide the ultimate engine protection and
enhance the performance of commercial vehicles.
About Caltex
Commercial
Sector background
Caltex technology
Caltex technology/R&D
Commercial Sector
technology
Coolant technology
Lubricants University
Technical papers
and presentations
Commercial Sector
strategy
CVP
Products
Solutions
Commercial Sector toolkit – for Caltex internal use only
Section 1: Caltex technology
Coolant technology
Caltex extended life coolants represent a significant opportunity across
the whole Commercial Sector. Based on actual coolant sales, a clear
opportunity exists for Caltex to increase our “share of wallet” with
existing customers on this high margin product.
We have a clear competitive advantage with extended life coolants,
which can be used as a profitable wedge product to gain new business
or to complement and strengthen our existing supply position.
Caltex extended life coolants offer:
– demonstrable performance benefits
– demonstrable economic benefits
– approvals by all major OEMs
About Caltex
Commercial
Sector background
Caltex technology
Caltex technology/R&D
Commercial Sector
technology
Coolant technology
Lubricants University
Technical papers
and presentations
Commercial Sector
strategy
CVP
Products
Solutions
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Caltex technology
Coolant technology: technical training
The following coolants technical training links have been created for
sales people who want a greater insight into coolants and more
specifically Caltex’s proprietary extended life coolant technology.
About Caltex
Commercial
Sector background
– Refer to the technical presentation below to improve your
competence in this differentiated product line.
Caltex technology
Caltex technology/R&D
Commercial Sector
technology
Coolant technology
Lubricants University
Technical papers
and presentations
– The video below highlight the benefits of Caltex’s extended life
coolants.
Commercial Sector
strategy
CoolantsTechnicalTraining.ppt
CVP
Coolants_Caltex SA.exe
Products
Solutions
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Caltex technology
Coolant technology: technical training
– A more in-depth training programme is also available on Lubricants
University – see the link below.
– Should you require any additional training materials or for a more
complete understanding of the global and regional coolant
markets, a list of key regional and global contacts has been added.
About Caltex
Commercial
Sector background
Caltex technology
Caltex technology/R&D
Commercial Sector
technology
Coolant technology
Lubricants University
Technical papers
and presentations
Commercial Sector
strategy
CVP
www.lubricantsuniversity.com
Products
Solutions
CoolantsTechContacts.doc
Commercial Sector toolkit – for Caltex internal use only
Section 1: Caltex technology
Lubricants University
Powered by Chevron, LubricantsUniversity.com offers editorial content and
instructional courses that deliver lubricants and coolants related
knowledge. The site is designed for individuals in the lubrication and
maintenance markets that are interested in obtaining more information
on relevant technologies, trends, issues and solutions.
To complement the editorial content, LubricantsUniversity.com offers
online courses designed to further enhance the skill set of maintenance
professionals. The courses provide a cost and time effective way for
individuals to expand their knowledge of important issues, trends and
technologies. Some of the courses available include:
About Caltex
Commercial
Sector background
Caltex technology
Caltex technology/R&D
Commercial Sector
technology
Coolant technology
Lubricants University
Technical papers
and presentations
Commercial Sector
strategy
–
fundamentals of lubrication
– heavy duty engine lubrication
CVP
–
fundamentals of lubricant additives
– heavy duty coolants
Products
–
automotive grease lubrication
– automotive gear lubrication
Solutions
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Caltex technology
Lubricants University
A portion of the resources on LubricantsUniversity.com are available
free – just by registering. Training courses and subscriptions for online
training can be purchased after you are a registered member.
Visit the link below to register.
For more information contact Darren Newton on 9250 5467
About Caltex
Commercial
Sector background
Caltex technology
Caltex technology/R&D
Commercial Sector
technology
Coolant technology
Lubricants University
Technical papers
and presentations
Commercial Sector
strategy
CVP
Products
Solutions
www.lubricantsuniversity.com
Commercial Sector toolkit – for Caltex internal use only
Section 1: Caltex technology
Technical papers and presentations
Caltex & Chevron’s Technology has been a global lubricants industry leader
and innovator for many years – accordingly, we have a wide array of inhouse expertise:
– a large number of award winning technical papers* (SAE papers and
white-papers), authored by our own Jim McGeehan from the
Richmond Technology Centre, that specifically address issues of
concern to your customers
– two Advanced Oil Technology presentations which provide general
reference/background information on engine oil lubrication
– the Truck & Bus Marketing and Technical Review which gives an
introduction to the Commercial Sector market, main market influencers
and drivers, as well as descriptions of products and applications, and a
brief section on recognition of automotive engine components.
*Please refer to the note on the next page for conditions of use for these technical papers
Commercial Sector toolkit – for Caltex internal use only
continued
About Caltex
Commercial
Sector background
Caltex technology
Caltex technology/R&D
Commercial Sector
technology
Coolant technology
Lubricants University
Technical papers
and presentations
Commercial Sector
strategy
CVP
Products
Solutions
Section 1: Caltex technology
Technical papers and presentations
This technical training material can be found on the “Heavy Duty Engine
Lubrication: technical papers and presentations” CD which is included
with this toolkit.
*Please note that the technical papers are included on the CD with permission from
SAE International. When using the CD, you are permitted to view these papers and print
one copy at no cost for your use only. The pdf files and printout of these SAE papers
may not be copied, distributed or forwarded to others or for the use of others.
Permission is for this one-time use only. New requests are required for subsequent
editions, for reprints or excerpts, or for other uses of the material.
About Caltex
Commercial
Sector background
Caltex technology
Caltex technology/R&D
Commercial Sector
technology
Coolant technology
Lubricants University
Technical papers
and presentations
Commercial Sector
strategy
CVP
A copy of the “Heavy Duty Engine Lubrication: technical papers and presentations”
CD is enclosed with this toolkit. If your copy is missing, please contact your local
marketing specialist/manager
Commercial Sector toolkit – for Caltex internal use only
Products
Solutions
Background, strategy and knowledge
SECTION 1
Commercial Sector strategy
Commercial Sector toolkit – for Caltex internal use only
Section 1: Commercial Sector strategy
Commercial Sector strategy
The Commercial Sector strategy which underpins our sales and
marketing activity is based on intensive research, thorough analysis of
market trends, a deep understanding of our customers and the
dependable distribution channels we use to reach them.
This section describes the areas of focus which will determine how we
will achieve our objectives: the opportunities, goals, key market trends,
brand proposition, positioning and pricing/margin principles.
The Executive Summary which follows gives an overview, with links that
allow you to drill down into areas of particular interest.
About Caltex
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
Development
process
Key market focus
Executive
Summary
CVP
Products
Solutions
Commercial Sector toolkit – for Caltex internal use only
Section 1: Commercial Sector strategy
Development process overview
Strategy development considerations
About Caltex
– The Commercial Sector strategy
will be the long-term, strategic
roadmap to help achieve
specific goals and provide
directions beyond 2010.
In the short term, it considers
the present status of the
business and current
organisational capabilities.
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
Development
process
Key market focus
Executive
Summary
CVP
Products
Solutions
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Commercial Sector strategy
Development process overview
– The Commercial Sector strategy was developed by utilising available
global, regional and country data, information, analysis,
interpretation, insight and conclusion.
Sources include:
About Caltex
Commercial
Sector background
Caltex technology
>
Kline Report – for market and competitive data
>
Global Product and Sector Sales (GPASS) 2004 and 2005 – for
CGL volume and sales data
Commercial
Sector strategy
Development
process
Key market focus
>
competitive websites – for competitive information
>
customer/consumer research (e.g., global segmentation,
positioning studies, concept tests, country customer research
studies)
>
CVP
Products
Solutions
regional inputs on marketing initiatives, programmes and
forecasts.
Commercial Sector toolkit – for Caltex internal use only
Executive
Summary
continued
Section 1: Commercial Sector strategy
Development process overview
– The Commercial Sector strategy considers ways to maximise
opportunities in key target customer segments, while optimising
cross-sector opportunities and providing enterprise consistency,
cost reduction opportunities, and global synergies.
– The Commercial Sector strategy provides focus and priority on
opportunities that provide the highest returns and that optimise
the efficiency of available resources to achieve the desired goals.
About Caltex
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
Development
process
Key market focus
Executive
Summary
CVP
Products
Solutions
Commercial Sector toolkit – for Caltex internal use only
Section 1: Commercial Sector strategy
Key market focus
The Commercial Sector will maximise the growth opportunities in our
markes to achieve goals by:
About Caltex
Commercial
Sector background
– following the principle of market focus based on greatest
opportunity for growth/profit.
Caltex technology
– concentrating global resources/programmes on key markets; the
intent is to leverage global initiatives/programmes opportunistically
across other markets. Focus will enhance the efficient use of
resources, global consistency, and cost reduction through global
synergy.
Commercial
Sector strategy
Development
process
– ensuring that key regional markets continue to be important –
supported as appropriate by regional and global teams.
CVP
Key market focus
Executive
Summary
Products
Solutions
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Commercial Sector strategy
Key market focus: market size & growth rates
Top global markets – Commercial Sector 2004
[source: Kline 2004]
Market size (million tonnes) and growth rate (%)
DECL I NI NG
LOW G ROW TH
About Caltex
HI G H G R OW TH
Commercial
Sector background
USA
2.5MT
Caltex technology
Commercial
Sector strategy
Development
process
2MT
China
1.5MT
Key market focus
Russia
1MT
Executive
Summary
India
0.5MT
CVP
Products
-8%
-6%
-4%
-2%
Germany
Italy
Japan
Iberia
UK
France
Commercial Sector toolkit – for Caltex internal use only
0
2%
4%
6%
Brazil
Thailand
Indonesia
Canada
South Korea
Mexico
Australia
8%
Solutions
Section 1: Commercial Sector strategy
Executive Summary
Key elements of the Commercial Sector strategy:
About Caltex
1
Chevron’s Mission Critical goals – Chevron will be the market leader in
Commercial Heavy Duty applications. #1/#2 in market share in select focus
markets and in earnings per barrel.
2 Market focus – Caltex will achieve long-term growth by selectively focusing
on key strategic markets and effectively maximising available resources.
Key markets will include those with the greatest growth potential and those
with significant existing share.
3 Brand focus – we will maintain our premium position with our Delo® brand.
The long-term objective is to leverage brand strengths and actively support
a single commercial product brand family in our market. We will follow
globally consistent brand positioning, identity and image standards.
Commercial Sector toolkit – for Caltex internal use only
continued
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
Development
process
Key market focus
Executive
Summary
CVP
Products
Solutions
Section 1: Commercial Sector strategy
Executive Summary
4
5
Commercial Sector positioning – Commercial Sector strategy will target
commercial fleet owners, operators, managers and professional mechanics
who place high value on quality products and reliable service, attributes
they themselves offer to their own customers.
Product line – the Commercial product line will be aligned around a
standardised global product menu based on customer requirements and
consistent with cost reduction and on-going complexity reduction
initiatives – minimising the number of products/formulations with “similar”
product profiles.
– We will leverage the brand equity of Delo by offering a full range of
lubricant/coolant products and services. We will improve Caltex “share of
wallet” for higher margin ancillary products among existing customer
base and new customers.
– We will have a differentiated top-tier offering in key product segments to
drive increased margin for those products and provide a halo effect to
the mid- and lower-tier products.
Commercial Sector toolkit – for Caltex internal use only
continued
About Caltex
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
Development
process
Key market focus
Executive
Summary
CVP
Products
Solutions
Section 1: Commercial Sector strategy
Executive Summary
6
7
OEMs – our objective is to grow and strengthen relationships with
select prioritised OEMs. Additional work in progress: continued
collaboration with all key stakeholders (Global Accounts, Technology,
Regional Marketing and Sales, Additive Partners, China/India work
teams, etc.) to develop specific strategic plans for each target OEM.
Distribution and channels – address target customers through both
direct sales and “retail” channels. Greater focus on installed channel
and develop the appropriate installer business models that will help
grow, influence, and improve profitability. Apply additional short term
focus to build distributor capability in developing markets.
About Caltex
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
Development
process
Key market focus
Executive
Summary
CVP
Products
Solutions
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Commercial Sector strategy
Executive Summary
8
9
Pricing – pricing guidance will focus on managing pricing discipline
aggressively to maximise profit/margin opportunity and build/protect
brand equity for Delo®. Prices must be locally benchmarked against
the leading competitors in each product tier.
Note: actual price bands, price floors and price targets will be
addressed by the Regional Pricing Team.
Differentiation – we will leverage our Commercial expertise to enable
both large and small commercial business owners to profitably provide
the same high level of service and reliability to their customers.
About Caltex
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
Development
process
Key market focus
Executive
Summary
CVP
Products
Solutions
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Commercial Sector strategy
Executive Summary
The links below provide more detail on the Global Commercial Sector
strategy:
– Commercial Sector marketing strategy provides the sector
definition, the rationale and supporting arguments for our brand
positioning and brand focus intents
– Commercial product line strategy is focused around a standardised
sector-specific global product menu, based on meeting customer
needs in key markets
About Caltex
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
Development
process
Key market focus
Executive
Summary
CVP
Products
CommSectorMktingStrategy.ppt
CommProductLineStrategy.ppt
Commercial Sector toolkit – for Caltex internal use only
Solutions
Background, strategy and knowledge
SECTION 1
Customer Value Proposition (CVP)
Commercial Sector toolkit – for Caltex internal use only
Section 1: CVP
Customer segmentation
About Caltex
Chevron commissioned a
major market research
project across a wide range
of commercial, industrial and
owner-operator customers
and prospects to investigate
what really drives their
selection of lubricants.
Commercial
Sector background
Caltex technology
Commercial Sector
strategy
CVP
Customer
segmentation
Caltex positioning
platform
Caltex Delo
Advantage Prgm
Products
Solutions
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: CVP
Customer segmentation: Commercial & Industrial
– Like all lubricants companies we have traditionally used a
segmentation model based on the nature of the customer’s business,
e.g. Large Fleets.
– It is far more effective to present value propositions to customers
that are compatible with their approach to lubricant purchasing
decisions. Customers in the same type of business can have vastly
different needs.
Combined, the process and driver differentiators for commercial and
industrial customers create a simple, six segment, purchasing-attribute
based model.
About Caltex
Commercial
Sector background
Caltex technology
Commercial Sector
strategy
CVP
Customer
segmentation
Caltex positioning
platform
Caltex Delo
Advantage Prgm
Products
Solutions
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: CVP
Customer segmentation: Commercial & Industrial
The main processes and drivers for each of the segments are summarised in the
following table:
CUSTOMER SEGMENTATION
BUYING PROCESS GROUP 1
Low Complexity
– Largely unstructured, informal buying process
TYPICAL PURCHASE PROCESSES & DRIVERS
– Short buying cycle
BUYING PROCESS GROUP 2
Medium Complexity
– Engage in formal buying process with a number
of defined events
BUYING PROCESS GROUP 3
High Complexity
– Employ a complex, lengthy, and formal purchasing
process with multiple decision points and buying
events
– Often a single decision-maker
– Will evaluate select suppliers against defined
business and technical requirements
BUYER SEGMENT C1
"Little Gems"
BUYER SEGMENT C2
"Rough diamonds"
BUYER SEGMENT C3
"Performance driven"
BUYER SEGMENT C4
"Diligent proprietor"
BUYER SEGMENT C5
"Technocrats"
BUYER SEGMENT C6
"Smooth operators"
Purchase decision
motivated largely by
product performance
Purchase decision
motivated largely by
price
Purchase decision
motivated by product
performance and OEM
recommendation
Purchase decision
motivated by combination
of service levels & price
Purchase decision
motivated by perceived
product performance
Very balanced purchase
decision influenced by
considerations over
quality, price & service
Most likely to purchase
lubricants directly from
retail store
Credit/financing terms
also an important
consideration
Desire a close,
collaborative relationship
with lubricant supplier
Will pay more for
product with greatest
performance
Brand loyal, and most
will only consider top
tier brand
More likely to consider
a supplier if they can
satisfy fuel and
lubricant needs
Place emphasis on ease
of doing business
Often need product
quality to exceed
industry specs
Low likelihood of
switching
Unlikely to deviate from
initial fill brand
Low likelihood of
switching
Often require product
to perform above and
beyond industrial
specifications
Prepared to pay more
for the best
performance lubricant
Tend to buy directly
from supplier
Will switch if product
performance or OEM
recommendation
changes
Desire single point of
contact
Prefer suppliers who
can provide fuel and
lubricants
– Likely to conduct detailed oil sampling, field testing
and/or quality checks before making the final
purchase decision
Multiple decision
makers involved in
decision
Strong degree of
importance placed on
quality of supplier
relationship (close
and collaborative)
High switching potential
based on price or better
product
Multiple decision
makers involved in
decision
High switching potential
due to price changes or
relationship problems
ZOOM IN ON CHART
Commercial Sector toolkit – for Caltex internal use only
continued
About Caltex
Commercial
Sector background
Caltex technology
Commercial Sector
strategy
CVP
Customer
segmentation
Caltex positioning
platform
Caltex Delo
Advantage Prgm
Products
Solutions
Section 1: CVP
Customer segmentation: insights
Insights around “how” and “why” a customer purchases a lubricant
will help us to differentiate customers within an industry by:
– those that are likely to be receptive to a Caltex value proposition and
provide a good profit opportunity
– those that are unlikely to be receptive or profitable.
About Caltex
Commercial
Sector background
Caltex technology
Commercial Sector
strategy
We must continue to focus on the nature of our customers’ operation,
because they will expect to meet sales personnel that understand their
business. However, we have to recognise and respond to the fact that
two customers in the same business may have very different
approaches to lubrication decisions.
CVP
Customer
segmentation
Caltex positioning
platform
Caltex Delo
Advantage Prgm
Products
Solutions
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: CVP
Customer segmentation: analysis
– Using the customer “classification” tool in conjunction with global
sales, we classified the top 20% of our customer portfolio in 10
markets.
About Caltex
– We then linked this data to GPASS to analyse the relative profitability
by customer segment.
Caltex technology
Commercial
Sector background
Commercial Sector
strategy
Results:
– C2 and C4 segments delivered half of all Chevron’s profits made
during FY04-05.
– For the Commercial Sector, the majority of C2 and C4 customers are
medium to large fleets. These customers account for nearly half of all
profits for the Commercial sector.
CVP
Customer
segmentation
Caltex positioning
platform
Caltex Delo
Advantage Prgm
Products
Solutions
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: CVP
Customer segmentation: analysis
Our Target Customer Segments (C2/C4) are receptive to a
customer-focused strategy
About Caltex
Commercial
Sector background
Service
Price
Performance
Low complexity
Product
leadership
Customer
focus
Relationship / expertise
Value
Commercial Sector
strategy
High complexity
CVP
Customer
segmentation
Operational
efficiency
Caltex positioning
platform
Caltex Delo
Advantage Prgm
Value orientation
Products
Ease of doing business
Solutions
One-stop shop (the right products)
Commercial Sector toolkit – for Caltex internal use only
Caltex technology
Section 1: CVP
Caltex positioning platform
What we’ve learned
so far…
Our positioning
– “Human Energy” People
working together to deliver
energy for human progress
About Caltex
Commercial
Sector background
Caltex technology
Competitor positioning
Internal business strategy
– Lack of consistency, focus,
and connection to parent
brand
– No one owns customer
focused
– People are the thread that
pulls our strategy together
(“People First”)
– Customer Focus
Caltex positioning
Commercial Sector
strategy
CVP
Customer
segmentation
Caltex positioning
platform
Caltex Delo
Advantage Prgm
Target market insights
– Relationship / expertise
– Value orientation
– Ease-of-doing-business
– One-stop shop (the right
products)
Commercial Sector toolkit – for Caltex internal use only
Products
Solutions
continued
Section 1: CVP
Caltex positioning platform
Defining value to the customer
About Caltex
Customer value equation = customer benefits
People first
+
Global sector
expertise
Innovative,
passionate
Caltex team
Industry-specific
knowledge base and
experience
Long-term
committed partner
Efficient and scalable
‘best-practice’ global
deployments
Human energy for
commercial success
One-stop single
dedicated source
+
Balanced product
& Solutions
portfolio
Industry-specific
products
Depth for fit with any
application
Street credibility
(e.g. #1 choice, partner
with some of world’s
largest fleets)
Commercial
Sector background
=
Best in class
TCO
Caltex technology
Commercial Sector
strategy
Combination allows
Caltex to provide
greatest value
through acquisition
and ownership
CVP
Customer
segmentation
Caltex positioning
platform
Caltex Delo
Advantage Prgm
Global sourced for
competitive pricing
Products
Solutions
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: CVP
Caltex positioning platform
Caltex positioning – statement of relevant differentiation
Target
audience
For our target customers looking for…
a full-service lubricants partner, providing a holistic approach to
assessing and fulfilling their specific industry needs
About Caltex
Commercial
Sector background
Caltex technology
Single point
of difference
Reason to
believe
Customer
value
Only we (Caltex) can rightfully claim to be…
knowledgeable people with experience helping customers make
the right choices
This is backed by our…
–
unrelenting focus on our customers and spirit of partnership
–
unrivalled sector experience and expertise
–
complete product line to support sector requirements at
competitive pricing
Commercial Sector
strategy
CVP
Customer
segmentation
Caltex positioning
platform
Caltex Delo
Advantage Prgm
Products
And gives our audience the benefit of…
Solutions
People first
+
Global sector
expertise
Commercial Sector toolkit – for Caltex internal use only
+
Balanced product
& Solutions
portfolio
=
Best in class
TCO
continued
Section 1: CVP
Caltex positioning platform
Developing a global messaging platform – positioning Caltex and
externalising our CVP and offer:
Caltex positioning
CVP(s)
About Caltex
Offer(s)
Commercial
Sector background
Caltex technology
People
first
+
Global
sector
expertise
+
=
Best in class TCO
Balanced
product &
Solutions
portfolio
e.g.
Performance
Advantage
programme
e.g.
local “Delo”
promotion
Commercial Sector
strategy
CVP
Customer
segmentation
– direct
– indirect
– owner/operator
Caltex positioning
platform
Caltex Delo
Advantage Prgm
FIXED / GLOBAL
CUSTOM / LOCAL
Products
Solutions
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: CVP
Caltex positioning platform
CUSTOM / LOCAL
FIXED / GLOBAL
About Caltex
+
Global
sector
expertise
+
Balanced
product &
Solutions
portfolio
ONE
=
Best in class
TCO
Knowledgeable people with experience in helping
the customer make the right choices.
CVP / Campaign
Direct, Indirect, Owner/Operator
XYZ “Performance Advantage”programme
Commercial
Sector background
Caltex technology
Commercial Sector
strategy
CVP
Customer
segmentation
Caltex positioning
platform
Caltex Delo
Advantage Prgm
Offers / Promotions
MA NY
E XTER N AL
PRIMARY AUDIENCE
People
first
AUDIENCE VERSIONS
INTER NA L
Caltex positioning
“Delo Advantage” promotion
Products
Solutions
S HO RT
Commercial Sector toolkit – for Caltex internal use only
SHELF LIFE
LO NG
Section 1: CVP
Caltex Delo Advantage programme
The Delo® Advantage
About Caltex
Commercial is a critical contributor
to Caltex’s business and a key enabler
in Chevron’s global sector strategy.
Delo has always symbolised reliability,
quality and trust to our customers.
Commercial
Sector background
Caltex technology
Commercial Sector
strategy
The Delo Advantage programme is
designed to build on this strong
foundation and leverage the historical equity of our global brands into
other product and service areas.
With the Delo Advantage programme, sales colleagues will have a value
proposition to bring to our target customers (both fleets and owner
operators).
Commercial Sector toolkit – for Caltex internal use only
continued
CVP
Customer
segmentation
Caltex positioning
platform
Caltex Delo
Advantage Prgm
Products
Solutions
Section 1: CVP
Caltex Delo Advantage: description
The “Delo Advantage” concept is an adaptable programme, developed
primarily for B2B customers. It can be customised geographically to
take account of local supply logistics, technical support and customer
demands.
About Caltex
Commercial
Sector background
Caltex technology
Our “Delo Advantage” will deliver a compelling proposition to our
customers and prospects, which implies that using a full suite of
“Delo Advantage” products and services from Caltex can deliver
measurable savings in Total Cost of Ownership to their enterprise.
Commercial Sector
strategy
CVP
Customer
segmentation
Caltex positioning
platform
Caltex Delo
Advantage Prgm
Products
Solutions
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: CVP
Caltex Delo Advantage: description
This is supported by the demonstrated benefits of the Delo Advantage
suite of products and services, and a level of value that customers can
take to the bank.
About Caltex
The Delo Advantage programme is about providing real, bottom-line
value to a customer and not solely a means of price discount.
Caltex technology
Commercial
Sector background
Commercial Sector
strategy
CVP
Customer
segmentation
Use these links to view Caltex Delo Advantage Programme description, key messages and product listings:
Caltex positioning
platform
Caltex Delo
Advantage Prgm
Caltex DeloAdvantageProg.doc
Products
Caltex DeloAdvantageKeyMssg.doc
Solutions
Caltex DeloAdvantageProductListings.xls
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: CVP
Caltex Delo Advantage: Customer success story
Customer success story:
Delo® Advantage
selected by Ryder Trucks
About Caltex
Commercial
Sector background
“The success of this relationship has exceeded our expectations. We
continue to reduce our operating costs as a result of the support and
value we receive from Chevron’s services, people, and products.”
Caltex technology
Peter Harte, Ryder Trucks [source: Factiva/Business Wire, 2 October 2006]
CVP
Customer
segmentation
Commercial Sector
strategy
Ryder Systems, Inc. was looking for an oil
fleet and have made their trucks more
supplier. What they got was a partner that
reliable for their customers. Chevron’s
helps them save millions every year.
dedication to the lubrication and coolant
Ryder selected Chevron not only for their
needs of Ryder’s 180,000 unit fleet and
superior Delo products, but for their
the 800 maintenance facilities that serve
Products
extensive experience in fleet maintenance.
them ultimately saves Ryder millions
Solutions
Delo lubricants and extended life coolants
every year in maintenance costs.
have helped extend the life of the Ryder
Commercial Sector toolkit – for Caltex internal use only
continued
Caltex positioning
platform
Caltex Delo
Advantage Prgm
Section 1: CVP
Caltex Delo Advantage: Customer success story
Customer success story:
Delo® Advantage
selected by Penske Truck Leasing
About Caltex
Commercial
Sector background
“We considered many factors in selecting Chevron as our lubricants
supplier…we needed a supplier that has proven the quality of its products
on the road and the ability to provide exceptional service levels. We also
sought a supplier with expertise related to the complicated issues
surrounding the new emissions regulations.”
Caltex technology
Marc Althen, Senior Vice President, Administration and Facilities, Penske Truck Leasing
Caltex positioning
platform
[source: Factiva/ Business Wire, 2 October 2006]
Commercial Sector
strategy
CVP
Customer
segmentation
Caltex Delo
Advantage Prgm
Penske Truck Leasing is a leading global
Penske’s products include full-service truck
transportation provider, operating over
leasing, contract maintenance, commercial
Products
216,000 vehicles and serving customers
and consumer truck rentals, transportation
Solutions
from over 1,000 locations in North
and warehousing management and supply
America, South America, Europe and Asia.
chain management solutions.
Commercial Sector toolkit – for Caltex internal use only
Background, strategy and knowledge
SECTION 1
Products
Commercial Sector toolkit – for Caltex internal use only
Section 1: Products
Product menu
The Commercial Product line has been developed around a standardised
sector-specific global product menu, based on meeting customer needs
in key markets.
It covers all lubricant and coolant product groups that a Commercial
customer will require, allowing us to fully meet customer needs and
compete for a larger “share of wallet”.
About Caltex
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
CVP
The Product Menu is also “tiered” indicating increasing performance
and customer value. More information on moving customers to higher
value products is contained later in the toolkit.
Products
Product menu
HDMO products
Ancillary products
Complexity Mngmnt
Solutions
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Products
Product menu: tiering
The Product Menu for the Commercial Sector is divided into four
performance tiers and covers all product categories in all geographies:
About Caltex
Tier 1
Commercial
Sector background
Tier 2
– branded, premium, exceptional performance; unsurpassed
products
– industry standard, branded, differentiated performance;
branded offer of products of similar performance to other
oil companies, but at higher specification or performance
Tier 3
– industry standard, market offer; branded product similar to
all other major oil companies
Tier 4
– cost-competitive offer; Caltex branded, price sensitive
commercial offer
Commercial Sector toolkit – for Caltex internal use only
Caltex technology
Commercial
Sector strategy
CVP
Products
Product menu
HDMO products
Ancillary products
Complexity Mngmnt
Solutions
Section 1: Products
Heavy Duty Motor Oil products
Commercial Heavy Duty Motor Oil (HDMO) performance is classified by
three main industry bodies covering the globe:
About Caltex
– The American Petroleum Institute (API)
Commercial
Sector background
– The Association des Constructeurs Européens d' Automobiles (ACEA)
Caltex technology
– The Japanese Automotive Standards Organisation (JASO).
Commercial
Sector strategy
The attached presentation gives an overview of these organisations and
the HDMO standards that they have issued.
CVP
Products
Product menu
HDMO products
Ancillary products
Complexity Mngmnt
Solutions
MainBodies+HDMO stnds.ppt
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Products
HDMO products: performance
The overall performance of a lubricant can best be described by a
“spider chart” illustrating the relative performance of the lubricant
across various dimensions assessed by standard industry tests.
These dimensions are graphically
represented on the next page to
indicate the relative levels of
defined performance and
customer benefits based on
various API classifications.
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
CVP
Products
Product menu
HDMO products
Ancillary products
Complexity Mngmnt
Please note that Caltex’s premium differentiated products are designed to exceed the
minimum requirements in one or more of these dimensions of performance; areas that
are meaningful to deliver value to a customer.
Commercial Sector toolkit – for Caltex internal use only
About Caltex
continued
Solutions
Section 1: Products
HDMO products: performance
Major performance attributes of HDMO meeting API standards
About Caltex
[Spider Diagram comparing API categories, courtesy of Lubrizol]
Commercial
Sector background
Oxidation
After-treatment compatibility
Caltex technology
Oil aeration
Commercial
Sector strategy
Shear stability
Used oil viscometrics
CVP
Filter plugging
Sludge
CJ-4
CI-4 Plus
CI-4
Piston deposits
Ring & liner wear
CH-4
CG-4
Corrosion
Oil consumption
CF-4
CF
Valvetrain wear
Commercial Sector toolkit – for Caltex internal use only
Soot handling
continued
Products
Product menu
HDMO products
Ancillary products
Complexity Mngmnt
Solutions
Section 1: Products
HDMO: key products
Selecting engine oil involves more than just the price of the lubricant.
The engine oil the customer chooses can have a tremendous impact on
maintenance costs, engine life, and equipment availability.
About Caltex
Delo®400 LE SAE 15W-40
Caltex technology
Delo 400 LE is the latest addition to the
Commercial
Sector strategy
Delo family of products.
CVP
Formulated to improve the protection and
Products
Product menu
HDMO products
Ancillary products
Complexity Mngmnt
performance of both the engine power
system and advanced emission control
systems like Diesel Particulate Filters, Delo
400 LE provides up to 30% enhanced
engine wear reduction versus Delo 400
CI-4 Plus. It also provides improved
deposit and oil consumption control and
soot-related viscosity control.
technology and advanced low ash
additives to give outstanding engine
protection in both new and legacy
engines while helping to maintain the life
of the exhaust after-treatment system.
®
Delo 400 LE combines ISOSYN
Commercial Sector toolkit – for Caltex internal use only
Commercial
Sector background
continued
Solutions
Section 1: Products
HDMO: key products
Delo®400 Multigrade SAE 15W-40
other CI-4 Plus products by improved soot
Delo 400 Multigrade is a smart investment
thickening control and wear protection. This
because it significantly reduces, if not
will allow customers to benefit from
eliminates, the possibility of engine failure
extended oil drain potential or extended
due to poor lubrication. It combines ISOSYN®
equipment life.
technology and advanced additives to
the most cost-effective solution to keeping
our customer’s vehicles in operation, day to
day and year after year. This means real
savings for our customer’s business. Delo
400 is as much a business solution as a
proven performer in hardworking equipment.
Delo 400 Multigrade has been developed to
provide our customers with exceptional
overall performance, differentiated from
Delo Gold SAE 15W-40
Commercial
Sector strategy
Delo Gold is a high-performance heavy-duty
engine oil designed for a range of diesel and
CVP
protection for mixed fleets, commercial
Products
Product menu
HDMO products
Ancillary products
Complexity Mngmnt
trucks and buses.
Solutions
gasoline engines requiring API CH-4, CF, or
SL performance lubricants. Formulated with
ISOSYN technology, it provides superior
Delo Gold provides customers with a high
performance, cost effective lubricant that
provides exceptional wear and deposit
protection in modern diesel engines.
Commercial Sector toolkit – for Caltex internal use only
Commercial
Sector background
Caltex technology
disperse soot, control deposits, and
significantly slow engine wear. It provides
About Caltex
continued
Section 1: Products
HDMO: talking points
Change up in API service category
About Caltex
A customer in a “regular” fuel sulphur-level country (e.g. 500 ppm) who is
currently using an API CG-4 engine lubricant, like Delo® Silver, will see
benefits by moving to API CH-4, like Delo® Gold.
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
CVP
Products
Product menu
HDMO products
Ancillary products
Complexity Mngmnt
Solutions
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Products
HDMO: talking points
Spider Diagram comparing three Delo® Engine Oil products – Delo 400
Multigrade SAE 15W-40 at CI-4 Plus, Delo Gold at CH-4 and Delo Silver at
CG-4 [chart courtesy of Oronite]
A review of the spider plot’s
Piston deposits
Shear stability
12 dimensions of lubricant
Corrosion
Soot thickening
HEUI oil aeration
Used oil cold pumpability
improvement in performance
CVP
performance in four others.
Delo 400
Delo Gold
Oil consumption
Delo Silver
Sludge
Commercial Sector toolkit – for Caltex internal use only
Products
Product menu
HDMO products
Ancillary products
Complexity Mngmnt
Solutions
Ring & liner wear
Filter plugging
Caltex technology
Commercial
Sector strategy
additional proven
Valvetrain wear
Commercial
Sector background
performance shows clearly the
on six of the parameters and
Oxidation
About Caltex
continued
Section 1: Products
HDMO: talking points
By using the information in the spider plot, we can discuss the benefits of
upgrading with customers, such as the potential improvements in engine
wear, deposit formation protection and reductions in oil consumption.
About Caltex
Commercial
Sector background
The largest improvement that a customer
When qualifying a CG-4 product, limited oil
Caltex technology
will see is in the area of soot control. The
consumption protection is assured by the API
proven performance offered in the areas of
industry testing. Reduced oil consumption
Commercial
Sector strategy
filter plugging and sludge protection and
translates to decreased piston deposits and
CVP
improvements in soot thickening control
less oil top-off between oil changes.
will provide customers with real benefits in
A customer moving to CH-4 will also see
terms of improved engine life, oil flow and
potential equipment life benefits from
filter life, or extended oil service intervals
lower engine wear as CH-4 lubricants are
Products
Product menu
HDMO products
Ancillary products
Complexity Mngmnt
when compared to their CG-4 predecessors.
tested to ensure performance related to
Solutions
You can discuss with a customer who is
ring and liner wear, valve train wear, and
using CG-4 lubricant the oil consumption
improved bearing wear.
control performance of a CH-4 product.
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Products
HDMO: talking points
Change from monograde to multigrade engine oils
About Caltex
The major reason a customer would elect to change from monograde to
multigrade is to access the modern API and ACEA classifications or
because some important OEM approvals are only available on
multigrade products. Other factors are reduction in oil consumption,
improved starting during cold weather, improved piston deposit control
and improved engine cleanliness.
–
It is most likely that lower oil consumption is due to the higher “low shear”
viscosity of typical (SAE 15W-40) oils at piston and liner temperatures, that
reduces the throw-off from the rings and oil pumping losses from the rings.
It may also provide optimum oil film thickness between the ring and cylinder
liner at high shear conditions.
Commercial Sector toolkit – for Caltex internal use only
continued
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
CVP
Products
Product menu
HDMO products
Ancillary products
Complexity Mngmnt
Solutions
Section 1: Products
HDMO: talking points
–
–
There are fuel economy benefits by moving from an SAE 30 to SAE 15W-40.
Improvements are partly due to better oil circulation at start-up.
About Caltex
Several customers who have switched from monograde to multigrade
Commercial
Sector background
complain of either “dirty” drain oil and/or low oil pressure. The “dirty” visual
Caltex technology
image experienced is primarily due to the higher dispersant multigrade oil,
“cleaning” up deposits of soot left in oilways and in other parts of the engine,
Commercial
Sector strategy
holding these in suspension and removing them from the engine with the oil
CVP
drain. The low (or lower) oil pressure is caused by the viscosity of the
Products
Product menu
HDMO products
Ancillary products
Complexity Mngmnt
multigrade oil being lower under start-up conditions. This aids rapid flow of
the lubricant to the valve train and provides full protection to the engine
faster.
Solutions
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Products
HDMO: talking points
Sludge formation in a heavy duty diesel engine
About Caltex
–
Sludge formation in a heavy duty diesel engine is primarily a result of soot
generation that the lubricant is unable to keep in suspension. These large
Commercial
Sector background
soot agglomerations are deposited in the cooler areas of the engine. Soot
Caltex technology
generation occurs under conditions when the air-fuel mixture is not at the
Commercial
Sector strategy
design ratio. Over-fuelling under engine acceleration when the turbocharger
cannot match the engine airflow demand is likely to cause poor combustion
and high soot generation.
–
Stop-Go service is particularly severe in the generation of excessive soot
and one where protection against excessive deposit formation in rocker
covers, oil sump pan and oil pathways is needed.
–
Products
Product menu
HDMO products
Ancillary products
Complexity Mngmnt
Solutions
Soot thickening, filter plugging and sludge formation are measures that
indicate the relative ability of a lubricant to protect against damage caused
by insufficient dispersancy.
Commercial Sector toolkit – for Caltex internal use only
CVP
continued
Section 1: Products
HDMO: talking points
–
Customers who report high sludge formation normally see improvements
when using a lubricant with higher dispersancy. Lubricants that have been
About Caltex
formulated to keep soot particles in suspension will avoid the problems
Commercial
Sector background
associated with depositing soot in the colder regions of the engine.
Caltex technology
–
Look for lubricants that have improved sludge performance and if available,
improved soot thickening performance. Caltex engine oils have been
Commercial
Sector strategy
recognised for decades for their ability to minimise sludge formation and
CVP
effectively disperse soot.
Products
Product menu
HDMO products
Ancillary products
Complexity Mngmnt
Solutions
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Products
HDMO: talking points
Fuel dilution and how it affects engine lubrication
About Caltex
–
–
Fuel dilution is often difficult to detect in a heavy duty diesel lubricant, and
is both common in modern diesel engines and seriously affects the wear
Commercial
Sector background
performance of the lubricant.
Caltex technology
Fuel dilution occurs due to leakage of fuel past seals in the fuel injector, or
Commercial
Sector strategy
injector pump. Fuel dilution has become more prevalent with modern cam
driven, high pressure unit injectors. The heavy fractions of the fuel gather in
The difficulty in detection occurs because although fuel dilution “thins” the
Products
Product menu
HDMO products
Ancillary products
Complexity Mngmnt
lubricant causing a reduction in the kinematic viscosity (KV), this change in
Solutions
the oil sump, diluting the additive and reducing the oil viscosity and load
carrying characteristics.
–
CVP
KV can also be the result of viscosity modifier shearing and the reduction may
also be off-set by soot thickening. Careful analysis of the used oil is needed to
detect fuel dilution.
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Products
HDMO: talking points
–
–
If fuel dilution is suspected due to higher than expected bearing wear or
additive depletion, sophisticated laboratory tests are required to confirm the
About Caltex
presence of fuel in the oil.
Commercial
Sector background
However, if a diesel smell is detected in the used oil, then advise checking
the fuel injectors for sealing and shut off and the fuelling rate to minimise the
amount of unburned diesel that can contaminate the lubricant.
–
Caltex oil analysis solution can help customers identify and address the
negative effects of fuel dilution.
Caltex technology
Commercial
Sector strategy
CVP
Products
Product menu
HDMO products
Ancillary products
Complexity Mngmnt
Solutions
Commercial Sector toolkit – for Caltex internal use only
Section 1: Products
Ancillary products: strategy and focus
A key part of the Commercial Sector strategy and product line strategy
is a focus on selling the full range of lubricant and coolants products.
Caltex has market-leading ancillary product technology expertise that
we can leverage to generate additional profit opportunities.
About Caltex
Commercial
Sector background
Caltex technology
– Ancillary product lines offer less price sensitivity and a greater unit
margin opportunity relative to engine oil.
Commercial
Sector strategy
– We have a significant profit opportunity by gaining a greater “share
of wallet” with existing customers.
Products
Product menu
HDMO products
Ancillary products
– This strategy supports the “Performance Advantage” concept by
offering total customer vehicle protection. Future sales proposals
should include the full range of (available) commercial products.
– Work with OEMs to define new advanced ancillary product
requirements – opportunity to get exclusive approvals and leverage
OEM endorsements
Commercial Sector toolkit – for Caltex internal use only
continued
CVP
– Coolants
– Drive-line
– Grease
– HD Fuel Additives
– Fuels
Complexity Mngmnt
Solutions
Section 1: Products
Ancillary products: focus
Typical bus lubricant requirements
About Caltex
Actual lubricant consumption varies by
vehicle type, maintenance practices
and quality of lubricant.
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
CVP
Products
Product menu
HDMO products
Ancillary products
Engine oil
Coolant
Automatic transmission oil
Photo: MAN Group
Brake/clutch fluid
Refrigeration oil
Commercial Sector toolkit – for Caltex internal use only
Power steering fluid
Wheel bearing grease
Differential gear oil
continued
– Coolants
– Drive-line
– Grease
– HD Fuel Additives
– Fuels
Complexity Mngmnt
Solutions
Section 1: Products
Ancillary products: focus
Typical % share
of consumption
2006 Global
Commercial sales %
Diesel engine
oil
71%
86%
Coolant
3%
5%
PRODUCT GROUP
Automatic
transmission oil
3%
5%
Differential
gear oil
4%
3%
Wheel bearing/
chassis grease
16%
1%
Refrigeration
oil
1%
0%
Power steering
fluid
1%
0%
Brake fluid
1%
0%
TOTAL:
100%
– Current coolant and Automatic
Transmission Fluids (ATF) sales are
heavily influenced by success in NA –
significant opportunity still exists in
most key countries.
100%
Commercial Sector toolkit – for Caltex internal use only
– Significant opportunity exists for
grease across all key markets.
– Opportunity exists to upgrade
customers to higher tier products that
are not represented by this chart.
Please note that there is no
recommendation to de-emphasise diesel
engine oil sales without appropriate
profitability analysis.
About Caltex
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
CVP
Products
Product menu
HDMO products
Ancillary products
– Coolants
– Drive-line
– Grease
– HD Fuel Additives
– Fuels
Complexity Mngmnt
Solutions
Section 1: Products
Coolant products
Engine coolants are an important element in the overall maintenance
of your commercial equipment:
“ Greater than 20% of engine
failures are related to engine
cooling system failures.”
About Caltex
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
CVP
[source: CG Car-Garantie]
The ability to provide the appropriate coolant and the solutions to
facilitate maintenance will help reduce potential failures and save
the customer money.
Products
Product menu
HDMO products
Ancillary products
– Coolants
– Drive-line
– Grease
– HD Fuel Additives
– Fuels
Complexity Mngmnt
Solutions
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Products
Coolant products
Caltex is a global technology leader for coolants
About Caltex
Caltex is part of a global coolant business
–
Active in all regions
–
Global production capability
–
Integrated product offering
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
CVP
> Differentiated products
Products
Product menu
HDMO products
Ancillary products
> Proprietary OAT technology
> OEM approved products
– Coolants
– Drive-line
– Grease
– HD Fuel Additives
– Fuels
> Strong factory-fill position
> Regional solutions
Complexity Mngmnt
–
Fit-for-Market solutions
Commercial Sector toolkit – for Caltex internal use only
Solutions
continued
Section 1: Products
Coolant products
Caltex extended life coolants have changed the coolant markets
and created the extended life coolant category, providing enhanced
customer benefits.
Caltex Technology developed a new engine coolant technology
– carboxylate technology. The coolants based on this technology
provide:
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
CVP
– improved performance
Products
Product menu
HDMO products
Ancillary products
– improved corrosion protection
– lower maintenance cost
– extended life up to 1,250,000 kms
This technology has a proven performance and illustrated cost
savings for the commercial customer providing solutions to engine
cooling system problems and coolant concerns.
Commercial Sector toolkit – for Caltex internal use only
About Caltex
continued
– Coolants
– Drive-line
– Grease
– HD Fuel Additives
– Fuels
Complexity Mngmnt
Solutions
Section 1: Products
Coolants: industry drivers and trends
Industry drivers and trends:
About Caltex
Extended service life
There is an industry trend toward extending the length of time
(intervals) between vehicle services. OEMs are offering longer
warranties and are seeking to reduce warranty costs and improve
product reliability through the use of longer drain programmes.
Thermal stability
In an effort to reduce exhaust emissions and increase fuel economy,
OEMs are employing new engine technologies that require higher
temperature cooling. Engine coolants are being reformulated to meet
these higher temperature demands and offer greater protection.
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
CVP
Products
Product menu
HDMO products
Ancillary products
– Coolants
– Drive-line
– Grease
– HD Fuel Additives
– Fuels
Complexity Mngmnt
Solutions
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Products
Coolants: industry drivers and trends
Lower toxicity
OEMs are seeking changes in coolant formulations to reduce toxicity.
This trend is driven by increased consumer awareness. In addition,
there is increased legislation to restrict the use of hazardous inhibitors
in coolants.
About Caltex
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
Cost control
CVP
New formulations in reducing the use of raw materials with volatile
markets will stabilise product costs for a longer period of time, making
them more attractive.
Products
Product menu
HDMO products
Ancillary products
New technology developments
New engine technologies, such as the use of lighter weight alloys and
fuel cell engines, are requiring new coolant technologies and the
discovery of new coolant materials.
Commercial Sector toolkit – for Caltex internal use only
continued
– Coolants
– Drive-line
– Grease
– HD Fuel Additives
– Fuels
Complexity Mngmnt
Solutions
Section 1: Products
Coolants: product positioning
Premium tier
We will continue to leverage the current technological advantage that our
coolants enjoy in the market place. This tier will include the modified and
improved formulations, based on the current extended life coolant
technology.
There may be a significant opportunity to market our water-based XLI. In
countries where there is no freezing requirement and where water is commonly
used, an offering around XLI would offer an economic long life alternative.
The premium tier products should continue to reflect the existing value
propositions:
–
–
–
–
state-of-the-art technology
optimised protection for your equipment
cost and maintenance reduction – saves money
OEM approvals and endorsements
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
CVP
Products
Product menu
HDMO products
Ancillary products
– Coolants
– Drive-line
– Grease
– HD Fuel Additives
– Fuels
Complexity Mngmnt
Solutions
The product technologies and product claims will be globally consistent.
Commercial Sector toolkit – for Caltex internal use only
About Caltex
continued
Section 1: Products
Coolants: product positioning
Secondary tier (Aftermarket)
These will be hybrid technology-based coolants to satisfy specific, regional
needs in the market.
Low tier/fighting grade (Aftermarket)
These products will be “fit for market” products that will satisfy obvious
needs:
– from 3rd parties and distributors who sell volume
– to those customers that prefer a low cost option
This is a large market and we must ensure that we can offer a low cost
alternative when we need to.
Special products
These products will be approached opportunistically, but will form part of
our overall offering.
Commercial Sector toolkit – for Caltex internal use only
About Caltex
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
CVP
Products
Product menu
HDMO products
Ancillary products
– Coolants
– Drive-line
– Grease
– HD Fuel Additives
– Fuels
Complexity Mngmnt
Solutions
Section 1: Products
Drive-line products
In general, the automotive drive-line market continues to fragment as
OEM requirements diverge, pushing our product portfolio toward a more
complex structure.
OEM partnerships and approvals remain critical for our success in the
commercial sector. Product requirements, new hardware technology
and extended warranty programmes are driving developments in driveline fluid technologies. OEMs are pushing for the development of
fill-for-life products and extended drain products.
These developments will further tighten the potential volume in
aftermarket sales.
About Caltex
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
CVP
Products
Product menu
HDMO products
Ancillary products
– Coolants
– Drive-line
– Grease
– HD Fuel Additives
– Fuels
Complexity Mngmnt
Solutions
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Products
Drive-line products
Commercial drive-line products are the liquid connection that ensures
efficient use of the power generated by the engine. Caltex is committed
to provide a full range of drive-line products to meet market demands,
and both OEM and end-use customer requirements.
They can be categorised based on their primary application.
About Caltex
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
They include:
CVP
– Automatic Transmission Fluids (ATF)
Products
Product menu
HDMO products
Ancillary products
– Power Steering Fluids (PSF)
– Automotive Gear Oils
– Coolants
– Drive-line
– Grease
– HD Fuel Additives
– Fuels
– Manual Transmission Fluids
– Gear Lubricants
Complexity Mngmnt
– Future possibilities… one drum solutions (under development)
Commercial Sector toolkit – for Caltex internal use only
Solutions
continued
Section 1: Products
Drive-line products: industry drivers and trends
The key industry trends and drivers are:
About Caltex
1.
Fuel economy
In an effort to gain even small improvements in fuel economy, there is a
move by OEMs toward the use of lower viscosity axle and transmission
products. There is also an increase in the use of higher grade base oils,
such as Group III, Polyalphaolefin (PAO) and, ultimately, GTL.
The trend toward increasing fuel economy has also led to the
development of new hardware that requires specific niche lubricants.
Key global Top tier and Premium tier products providing maximum fuel
economy include:
APPLICATION
PRODUCT RECOMMENDATIONS
Automatic Transmission Fluids (or ATF)
• Synthetic ATF HD
Automotive Gear Oils
• Syn-Star GL
Manual Transmission Fluids
• Syn-Star TL
Commercial Sector toolkit – for Caltex internal use only
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
CVP
Products
Product menu
HDMO products
Ancillary products
– Coolants
– Drive-line
– Grease
– HD Fuel Additives
– Fuels
Complexity Mngmnt
• Delo Gear Lubricant
Solutions
continued
Section 1: Products
Drive-line products: industry drivers and trends
2. Extended service life
OEMs are pushing for the development of products that support the high
performance levels of their vehicles for longer periods of time between
servicing.
Drive-line fluids play an integral part in the long-term performance of a
vehicle, and OEMs are requiring drive-line fluid with longer performance life.
In some cases, customers are choosing to extend drain frequency beyond
what OEMs recommend.
To gain a competitive advantage and offer added value to their customers,
OEMs are offering extended warranties and improved product reliability
through the use of longer drain programmes, which require the use of
higher quality drive-line fluids.
About Caltex
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
CVP
Products
Product menu
HDMO products
Ancillary products
– Coolants
– Drive-line
– Grease
– HD Fuel Additives
– Fuels
Complexity Mngmnt
Solutions
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Products
Drive-line products: industry drivers and trends
Key global Top tier and Premium tier products providing extended service
life include:
About Caltex
APPLICATION
PRODUCT RECOMMENDATIONS
Commercial
Sector background
Automotive Gear Oils
• Synthetic ATF Heavy Duty
Caltex technology
Manual Transmission Fluids
• Delo Trans Fluid ESI
Commercial
Sector strategy
CVP
In addition to the example products listed for maximum fuel economy, the
products in this list were specifically designed to provide cost effective
extended drain capabilities, based on a proprietary borate technology.
See Section 1: Global product menu for full product details/listings,
including drive-line products (available 2007).
Products
Product menu
HDMO products
Ancillary products
– Coolants
– Drive-line
– Grease
– HD Fuel Additives
– Fuels
Complexity Mngmnt
Solutions
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Products
Drive-line products: industry drivers and trends
3. OEM Specifications
OEM drive-line fluid specifications are becoming more and more
specialised.
OEMs are requiring exclusive, customised formulations, and using them
as a selling point to take advantage of a potential revenue stream in the
genuine fluid business. These customised formulations are leading to an
increase in the average performance rating of the OEM drive-line fluid
product offering.
The OEMs are also supporting the growth of genuine formulations
globally – they will no longer allow local approvals or even local
variations of the approved product. The rationalisation process goes
hand in hand; the globalisation will mean a reduction in formulations
that are approved and available. This results in more stringent fluid
requirements, higher quality products, less differentiation between
approved products and an overall higher product cost.
Commercial Sector toolkit – for Caltex internal use only
About Caltex
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
CVP
Products
Product menu
HDMO products
Ancillary products
– Coolants
– Drive-line
– Grease
– HD Fuel Additives
– Fuels
Complexity Mngmnt
Solutions
Section 1: Products
Grease
The on-highway heavy-duty trucking industry has seen rapid movement
on extended-drains and service intervals.
About Caltex
Commercial
Sector background
To keep pace with this, greases
have recently gone through
significant changes in
performance, extending grease
service intervals to match engine
oil drains.
Caltex technology
Commercial
Sector strategy
CVP
Products
Product menu
HDMO products
Ancillary products
– Coolants
– Drive-line
– Grease
– HD Fuel Additives
– Fuels
Complexity Mngmnt
Solutions
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Products
Grease
Lithium-complex has become the dominant grease type taking over
from Lithium 12-Hydroxy Stearate in modern vehicles. Lithium-complex
greases offer higher temperature range performance and thickener
stability without losing any of the advantages of the former type
Although OEMs generally have their own performance specifications
and approval procedures, industry standards such as NLGI GC-LB
specifications are becoming the accepted norm in some markets.
About Caltex
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
CVP
Products
Product menu
HDMO products
Ancillary products
– Coolants
– Drive-line
– Grease
– HD Fuel Additives
– Fuels
Complexity Mngmnt
Solutions
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Products
Grease
Different types of wheel bearings on trucks
About Caltex
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
CVP
Products
Product menu
HDMO products
Ancillary products
Driven:
– often grease NLGI 2-3
– oil lubrication is
also possible
Non-driven:
– often fluid greases
– oil lubrication is
also possible
Complexity Mngmnt
There is often a choice of grease lubrication versus oil lubrication for
wheel lubrication which should be noted.
Commercial Sector toolkit – for Caltex internal use only
– Coolants
– Drive-line
– Grease
– HD Fuel Additives
– Fuels
continued
Solutions
Section 1: Products
Grease: breadth of applications
On a modern heavy-duty truck there are a number of different
applications involved which may require one or more products:
About Caltex
– wheel bearing and chassis applications
Commercial
Sector background
– fifth wheels
Caltex technology
Commercial
Sector strategy
– steering system bearings
CVP
– onboard lubricators (Lincoln/Vogel etc.)
Products
Product menu
HDMO products
Ancillary products
Suggested products used in commercial applications include:
– Coolants
– Drive-line
– Grease
– HD Fuel Additives
– Fuels
– Liplex EP
– Texclad 2
– Delo® Grease E
Complexity Mngmnt
-
Solutions
Ultra Duty Grease
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Products
Grease
Recommendations for chassis lubrication
About Caltex
Unless there is a specific OEM guideline for a given component, Caltex
greases will provide sufficient lubrication for 18,000-25,000 miles
under normal driving/weather/terrain.
For adverse conditions, re-greasing at shorter intervals is recommended.
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
CVP
Always follow OEM recommendations!
Please note that grease compatibility can be a significant service problem, where
greases of different thickener types are mixed. Unless certain that you are mixing
grease of identical types, it is recommended to remove all traces of the old grease
and completely re-pack bearings.
Products
Product menu
HDMO products
Ancillary products
– Coolants
– Drive-line
– Grease
– HD Fuel Additives
– Fuels
Complexity Mngmnt
Solutions
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Products
Grease: grease soap compatibility chart
Compatibility of binary grease mixtures
LITHIUM
LITHIUM
COMPLEX
ALUMINIUM
COMPLEX
CALCIUM
LITHIUM
LITHIUM COMPLEX
Maybe
CALCIUM
SULFONATE
COMPLEX
About Caltex
BARIUM
COMPLEX
SODIUM
BENTONE
(CLAY)
POLYUREA
Maybe
Maybe
Maybe
Maybe
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
ALUMINIUM COMPLEX
CVP
CALCIUM
CALCIUM SULFONATE
COMPLEX
Maybe
Maybe
Maybe
Maybe
Maybe
Maybe
BARIUM COMPLEX
Products
Product menu
HDMO products
Ancillary products
– Coolants
– Drive-line
– Grease
– HD Fuel Additives
– Fuels
SODIUM
BENTONE (CLAY)
POLYUREA
Maybe
Maybe
Maybe
Maybe
Maybe
Maybe = possibly compatible/should be checked
Commercial Sector toolkit – for Caltex internal use only
Complexity Mngmnt
Solutions
Section 1: Products
Heavy Duty Fuel Additives
Utilise fuel additive product technology expertise to generate profit
opportunity as part of complete product portfolio.
– High margin profit opportunity for Caltex as well as third party
maintenance suppliers and workshops
About Caltex
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
– Leverage an industry-leading technology that already exists
– Supports strategy to build relationships with key OEMs and their
component suppliers
– Growth opportunities with OEMs around variable diesel fuel quality
(low-sulphur lubricity issues and effect of bio-diesel on fuel system
integrity)
– Re-branding opportunities for genuine product offerings
CVP
Products
Product menu
HDMO products
Ancillary products
– Coolants
– Drive-line
– Grease
– HD Fuel Additives
– Fuels
Complexity Mngmnt
– Supports Commercial Sector ancillary product focus
Solutions
– Support heavy duty and light duty diesel opportunity
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Products
Heavy Duty Fuel Additives
Fuel quality and type can affect diesel engine operation.
Engine technology is changing at a faster pace today than ever before.
Smaller engines with various designs have led to more critical engine
conditions, which demand closer tolerances on operating systems.
It is likely that every owner of a diesel engine has had, or will have,
some experience with the deteriorating performance of the engine.
One of the major causes for this change is the effect diesel fuel can
have on the various fuel system components such as:
–
fuel tank
–
diesel fuel pump
–
fuel filter
–
fuel injection system.
About Caltex
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
CVP
Products
Product menu
HDMO products
Ancillary products
– Coolants
– Drive-line
– Grease
– HD Fuel Additives
– Fuels
Complexity Mngmnt
Solutions
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Products
Heavy Duty Fuel Additives
Fuel tank
Diesel fuel pump
Diesel fuel is a corrosive liquid that can
Diesel fuel contains sulphur. These days,
About Caltex
interact with the various components in
low sulphur diesel fuels are mandatory in
Commercial
Sector background
the fuel tank or the whole fuel system and
many countries in response to
cause corrosion. The formation of
environmental regulation of diesel
corrosion products in the system can be
emissions. But the same refining
Commercial
Sector strategy
detrimental as it will contaminate the fuel
processes that remove sulphur from the
CVP
and cause blockages in the fuel system.
fuel also remove materials that provide
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Product menu
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Ancillary products
necessary lubricity for the diesel fuel
pump. Without the proper treatment and
additives, the use of low-sulphur fuels
could significantly shorten service life of
diesel pumps. Most diesel fuel marketers
add lubricity additives to the diesel fuel,
– Coolants
– Drive-line
– Grease
– HD Fuel Additives
– Fuels
Complexity Mngmnt
but in exceptional circumstances,
consumers may unknowingly put low
lubricity diesel fuel in their fuel tanks.
Commercial Sector toolkit – for Caltex internal use only
Caltex technology
continued
Solutions
Section 1: Products
Heavy Duty Fuel Additives
Fuel filter
Fuel injection system
There are many ways that water can form
The tip of the fuel injectors protrudes into
About Caltex
in a fuel tank. One way is through
the combustion chamber. As a result,
Commercial
Sector background
condensation due to temperature
deposits can form on the fuel injectors: a
variations in the fuel tank where fuel is
thin layer of deposit can form on the walls
heated when returning to the tank and
and the other parts of the nozzles. This
Commercial
Sector strategy
cooled down when the engine is idle. This
“coking” effect can have a disruptive
CVP
small amount of water, if present in
impact on the fuel spray-patterns, the
untreated diesel, could lead to reduced
injection timing and the droplet
fuel filter life and premature wear on fuel-
distribution in the combustion chamber.
injection pump and injectors.
Incomplete combustion will result, causing
Products
Product menu
HDMO products
Ancillary products
Sediment and insoluble gums arising from
cold start problems, misfiring, black
the oxidation of unstable diesel fuels could
smoke/increased emission generation, loss
also block the fuel filter.
of fuel economy and reduced engine power.
Caltex technology
– Coolants
– Drive-line
– Grease
– HD Fuel Additives
– Fuels
Complexity Mngmnt
Solutions
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Products
Heavy Duty Fuel Additives
Key issues around diesel fuel quality:
Inconsistent quality around the world:
About Caltex
– limited standardisation and/or use of cheap alternatives (e.g. kerosene)
– reduced combustion efficiency (Cetane number)
Caltex technology
Commercial
Sector strategy
Emissions
– development of new fuel systems and fuel delivery systems
– development of improved fuels
> lower sulphur and aromatics leading to lower lubricity
> higher cetane required
CVP
Products
Product menu
HDMO products
Ancillary products
– Coolants
– Drive-line
– Grease
– HD Fuel Additives
– Fuels
Evolving technology: bio-diesel and other alternative fuels
– wide range of base stocks and limited data available
– limited test data available and potential performance concerns:
> lower stability – biodegradation
> higher deposit formation
> impurities
Commercial Sector toolkit – for Caltex internal use only
Commercial
Sector background
Complexity Mngmnt
Solutions
continued
Section 1: Products
Heavy Duty Fuel Additives
Customer benefits:
About Caltex
Detergent
– clean up fuel injector deposits and/or keep injectors clean
Lubricity Agent
– compensate for the poor lubricity of severely
hydrocracked diesel fuels
Caltex technology
– prevents acid-base reactions that cause fuel instability
CVP
Demulsifier
– ensure clean phase separation between water and fuel
Anti-Foam
– prevent excessive foaming during filling
Products
Product menu
HDMO products
Ancillary products
Corrosion Inhibitor
– rust preventative
Cetane Improver
– direct measure of the fuel’s tendency to auto-ignite
Complexity Mngmnt
– addition of a Cetane Improver can increase the Cetane
number by 3-5 units
Solutions
Fuel Stabiliser
Commercial Sector toolkit – for Caltex internal use only
Commercial
Sector background
Commercial
Sector strategy
– Coolants
– Drive-line
– Grease
– HD Fuel Additives
– Fuels
continued
Section 1: Products
Heavy Duty Fuel Additives
CGL’s diesel aftermarket fuel additives have been formulated to
address these key issues about diesel fuel quality:
About Caltex
– compensate for variances in fuel quality
Commercial
Sector background
– compensate for use of bio-diesel
Caltex technology
Commercial
Sector strategy
– improves lubricity
> compensates for use of Ultra Low Sulphur Diesel (ULSD)
CVP
> can compensate for use of kerosene
Products
Product menu
HDMO products
Ancillary products
– improves fuel economy and restores horsepower
– Coolants
– Drive-line
– Grease
– HD Fuel Additives
– Fuels
– minimises emissions
– reduces wear and neutralises combustion acids
– enhances stability and prevents gum formation and blockages
Complexity Mngmnt
– improves water tolerances
Commercial Sector toolkit – for Caltex internal use only
Solutions
continued
Section 1: Products
Heavy Duty Fuel Additives
CGL Fuel Additive product line
PREMIER TIER
CALTEX
Delo Complete
Fuel System Cleaner
TEXACO
Commercial
Sector background
PowerClean™
Diesel
Delo Complete
Fuel System Cleaner
CHEVRON
About Caltex
SECONDARY TIER
Texaco
Diesel Additive Extra
Delo Diesel
Injector Cleaner
Caltex technology
Commercial
Sector strategy
Texaco
Diesel Additive
CVP
Detergent
Products
Product menu
HDMO products
Ancillary products
Lubricity agent
Stabiliser
– Coolants
– Drive-line
– Grease
– HD Fuel Additives
– Fuels
Demulsifier
Anti-foam
Corrosion inhibitor
Cetane improver
Complexity Mngmnt
Cold flow improver
Commercial Sector toolkit – for Caltex internal use only
Solutions
continued
Section 1: Products
Heavy Duty Fuel Additives: key messages
– Caltex can offer a complete diesel fuel additive package that
provides total functionality
About Caltex
– Caltex has a unique detergency package based on proprietary
mono-succinimide technology:
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
> special production technique: high conversion rate
> highly concentrated and pure product
> very active detergent
CVP
– Caltex fuel additive technology has been tested and proven over our
30 years of diesel additive experience
– Caltex has experience working with global OEMs to develop
products that meet specific applications/requirements.
Products
Product menu
HDMO products
Ancillary products
– Coolants
– Drive-line
– Grease
– HD Fuel Additives
– Fuels
Complexity Mngmnt
Solutions
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Products
Heavy Duty Fuel Additives: aftermarket
Aftermarket customer benefits
About Caltex
Caltex Diesel Aftermarket Fuel Additives have been formulated to
address the critical issues. It is not one additive, but a complete additive
package designed to provide optimum protection and customer benefit
from the potentially detrimental effects of poor quality diesel fuels.
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
products to reduce the ignition delay of a
CVP
detergency package. This is an ashless,
diesel fuel. Introducing the additive to
phosphorous free package capable of
diesel fuel at the recommended dosage
providing “superior” detergency
will typically increase the cetane number
Products
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Ancillary products
performance as defined by the
of the diesel fuel by 3-4. Inadequate
Cummins material specification 60032.
cetane number in a diesel fuel is certain
– Cleaner engines due to a strong
– Improved engine starting from a Cetane
to create diesel knock as well as black
improver additive, chemically known as
smoke, noise and higher NOx emission,
2-ethyl hexyl nitrate. A cetane improver
especially in high speed, high load diesel
is introduced in our premium tier
engines.
Commercial Sector toolkit – for Caltex internal use only
continued
– Coolants
– Drive-line
– Grease
– HD Fuel Additives
– Fuels
Complexity Mngmnt
Solutions
Section 1: Products
Heavy Duty Fuel Additives: aftermarket
– Pumps and injectors last longer. A
– Fuel lasts longer in storage. A stabiliser
lubricity improver will protect the fuel
guarantees the fuel’s storage stability
About Caltex
pump and the fuel injector system from
and prevents the formation of
excessive wear.
sediments or insoluble gums.
Commercial
Sector background
– Filters last longer and engines run
– Fuel flows better at lower ambient
Caltex technology
better with well-filtered fuel. A
temperatures. Cold-flow improving
Commercial
Sector strategy
demulsifier will help shed water and
additives lower the fuel’s pour point
CVP
reduces the potential problems caused
through interaction with wax crystals
by wet fuel including filter plugging and
that form at colder temperatures. This
stalling.
is a typical USA requirement and is
Products
Product menu
HDMO products
Ancillary products
– Injection systems last longer and work
incorporated in the USA regional
better. Corrosion inhibitors protect the
products, and also covered through
injectors and the fuel system/fuel tank
diesel specifications in EAME, Japan
from corrosion and rust formation.
and Korea.
– Coolants
– Drive-line
– Grease
– HD Fuel Additives
– Fuels
Complexity Mngmnt
Solutions
Commercial Sector toolkit – for Caltex internal use only
Section 1: Products
Fuels: Diesel
We offer our customers the following Diesel fuels:
Ultra low sulphur diesel
Ultra low sulphur diesel has a high cetane
About Caltex
Ultra low sulphur diesel (ULSD) is an
number (indicative of good ignition quality)
automotive diesel with a maximum sulphur
and controlled volatility to ensure easy
Commercial
Sector background
content of 50 parts per million (PPM) or 50
starting, smooth combustion, maximum
Caltex technology
mg/kg. Lowering the amount of sulphur in
power output and freedom from diesel
Commercial
Sector strategy
diesel is a key step towards achieving
knock. Its viscosity, low residue content and
reduced emissions from existing vehicles and
close distillation range ensure minimum
facilitating the adoption of cleaner engine
wear and corrosion, and proper lubrication
technologies. It enables reduction in
of fuel pump and injectors.
emissions of hydrocarbons, oxides of
Caltex ultra low sulphur diesel complies with
nitrogen and particulates.
AS 3570-1998 and State Environment
It is recommended for use in high-speed
Protection Regulations where applicable. It
diesel engines widely used in automotive and
may be used where BS 2869 Class A2 and
industrial applications specifically where low
ASTM D975 No. 2D is specified and has a
soot emissions are desirable.
gross energy per unit volume of
approximately 38.2 MJ/L.
Commercial Sector toolkit – for Caltex internal use only
continued
CVP
Products
Product menu
HDMO products
Ancillary products
– Coolants
– Drive-line
– Grease
– HD Fuel Additives
– Fuels
Complexity Mngmnt
Solutions
Section 1: Products
Fuels: Diesel
Caltex ultra low sulphur diesel complies with
Extra Low Sulphur Diesel
the Fuel Quality Standards Act (2000), and
Some Caltex Terminals are now supplying
About Caltex
the Fuel Standard (Diesel) Amendment
Extra low sulphur diesel (XLSD) which
Determination 2002 (No 1).
contains a maximum sulphur content of 10
Commercial
Sector background
KEY PROPERTIES
parts per million (PPM) or 10 mg/kg.
Caltex technology
Sulphur, mg/kg
50 max
All Caltex Terminals will supply Extra low
Commercial
Sector strategy
Flash Point °C
61.5 min
sulphur diesel by 1 January 2009.
CVP
Density at 15°C, kg/L
0.820 - 0.860
KEY PROPERTIES
Cetane index
46 min
Code
420
Lubricity, mm
0.460 max
Products
Product menu
HDMO products
Ancillary products
Sulphur, mg/kg
10 max
Flash Point °C
64 min
Density at 15°C, kg/L
0.820 - 0.850
Cetane index
46 min
Code
429
Lubricity, mm
0.200 max
– Coolants
– Drive-line
– Grease
– HD Fuel Additives
– Fuels
Complexity Mngmnt
Solutions
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Products
Fuels: Diesel
Caltex Biodiesel Blends
New Generation Diesel
Caltex New Generation Fuels include diesel
In 2006, Caltex introduced diesel enhanced
About Caltex
fuel enhanced with biodiesel. These blended
with 2% biodiesel. Caltex New Generation
fuels help reduce Australia's reliance on
Diesel is suitable for use in all diesel vehicles
Commercial
Sector background
fossil fuels and help to support regional and
and equipment that run on automotive diesel.
rural Australia.
Caltex New Generation diesel can have a
Commercial
Sector strategy
Biodiesel is made from renewable
beneficial impact on exhaust emissions.
CVP
feedstocks, such as canola oil and tallow. It is
Numerous studies have been conducted
blended into diesel in varying ratios to create
throughout the world on the tailpipe exhaust
a number of biodiesel blends that meet our
emissions from biodiesel fuels and their
customer requirements.
blends. While it is difficult to quantify
Products
Product menu
HDMO products
Ancillary products
At Caltex, strong product stewardship is in
emission trends from these results, it is
place to ensure that biodiesel is
known that biodiesel reduces particulate
manufactured, transported, stored and
matter, sulphur dioxide (SOx) and carbon
blended to provide quality biodiesel blends
monoxide (CO) emissions in blends*. The
to our customers.
average impact of biodiesel on exhaust
emissions from heavy duty engines is shown
on the next page.
Commercial Sector toolkit – for Caltex internal use only
continued
Caltex technology
– Coolants
– Drive-line
– Grease
– HD Fuel Additives
– Fuels
Complexity Mngmnt
Solutions
Section 1: Products
Fuels: Diesel
Caltex New Generation Diesel enhanced with
2% biodiesel meets the Australia fuel
standard for diesel. Eligibility for fuel tax
About Caltex
credits is not affected and you can claim
Commercial
Sector background
exactly the same fuel tax credits as for any
Caltex technology
other Caltex diesel. There is no problem
Commercial
Sector strategy
mixing Caltex New Generation Diesel with
any other diesel and there should be no
noticeable change in your vehicle’s fuel
economy or power.
Caltex New Generation Diesel is available
from over 150 selected Caltex service
stations.
*Source: US EPA (the correlations are statistically valid
although the source data showed significant scatter)
CVP
Products
Product menu
HDMO products
Ancillary products
– Coolants
– Drive-line
– Grease
– HD Fuel Additives
– Fuels
Complexity Mngmnt
Solutions
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Products
Fuels: Diesel
Bio B5 Diesel
In 2005 Caltex was one of the first to bring
About Caltex
biodiesel blends to retail pumps when it
Commercial
Sector background
launched the trial of Bio B5 Diesel (a 5%
blend of biodiesel in diesel fuel) at a small
number of service stations in NSW. Today,
basis) range from 1.5% to 4.18% for B5
Caltex technology
relative to ULSD*.
Commercial
Sector strategy
Caltex also supplies Bio B5 Diesel to
Caltex Bio B5 Diesel meets Caltex's strict
commercial truck and bus fleets.
fuel quality standards and the Australian fuel
Caltex Bio B5 Diesel can help reduce
greenhouse gas emissions (GHG). The
calculation of GHG emissions must be based
on a full life cycle and the amount of benefit
will depend upon a number of factors such
as feedstock, manufacture process and
percentage of biodiesel in the blend.
GHG emissions reductions (on a full life cycle
Commercial Sector toolkit – for Caltex internal use only
quality standard for diesel. Most Original
Equipment Manufacturers and Fuel Injection
Equipment Manufacturers are comfortable
that a 5% biodiesel blend is suitable in diesel
applications. We recommend that you check
and verify with your equipment
CVP
Products
Product menu
HDMO products
Ancillary products
– Coolants
– Drive-line
– Grease
– HD Fuel Additives
– Fuels
manufacturer.
Complexity Mngmnt
*Source: 2003 Appropriateness of a 350ML Biofuels Target –
ABARE, CSIRO and BTRE
Solutions
continued
Section 1: Products
Complexity Management
– Complexity Management will be a Marketing-led approach that
delivers an optimised “fit to market” portfolio, enabling the
organisation to achieve sector objectives. Complexity Management
is a globally driven and regionally executed sustainable process not a
short term local complexity reduction initiative.
– Through 2007, product menu-driven complexity management will be
a phased implementation and integrated into future business plans
and management systems. Implementation will incorporate best
practices and become an integral part of the Portfolio “Life Cycle”
management process, which will manage new product introductions
and on-going product line maintenance and reduction plans.
About Caltex
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
CVP
Products
Product menu
HDMO products
Ancillary products
Complexity Mngmnt
Solutions
Commercial Sector toolkit – for Caltex internal use only
continued
Background, strategy and knowledge
SECTION 1
Solutions
Commercial Sector toolkit – for Caltex internal use only
Section 1: Solutions
Solutions
It is becoming ever more important
to differentiate our offering from
that of our major competitors
based on the lubricant products
that we offer.
About Caltex
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
The scope of our offering must
increase and include:
–
–
–
–
CVP
Products
other fluids
services
Solutions
expert consultancy
Solutions
Global outline and
sector overview
Global Solutions
portfolio
Solution examples
Solutions are an important element of the Caltex value proposition.
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Solutions
Solutions: definition
A Caltex Solution:
– is a value proposition that contains an element of service as well as
product(s)
– may be simple, such as lubricant sample analysis, or as complex as a
fluid management programme
It is vitally important that we respond to customer needs in terms
of solutions and provide value propositions that they appreciate and
are willing to pay for.
About Caltex
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
CVP
Products
Solutions
Global outline and
sector overview
Global Solutions
portfolio
Solution examples
Commercial Sector toolkit – for Caltex internal use only
Section 1: Solutions
Global outline and sector overview
Although Caltex does have some exceptional products and we aim to
gain maximum advantage from them, most customers now expect
some element of service and support beyond routine sales calls.
Some Solutions have now become standardised within the lubricants
industry and are often provided to customers free of charge.
Properly demonstrating the financial benefits of a Solution to the
customer will help to avoid it being undervalued.
About Caltex
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
CVP
Products
Solutions
Global outline and
sector overview
Please note that all of the Solutions described in this section may not be available in
our market – please confirm your ability to deliver with your sales manager or
marketing manager before offering a particular Solution to your customer.
Commercial Sector toolkit – for Caltex internal use only
continued
Global Solutions
portfolio
Solution examples
Section 1: Solutions
Global outline and sector overview
Our Solutions Portfolio is organised by three levels of execution
complexity and CGL differentiation from our competition (Level 1 being
the easiest and lowest point of differentiation):
– Level 1 > Traditional Solutions: provides customers with basic
support services to ensure proper application of our products.
About Caltex
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
We would include providing affiliated products to enhance our core
lubricants and coolant product platforms or provide ease-of-doing
business service.
CVP
Products
Solutions
Global outline and
sector overview
Global Solutions
portfolio
Solution examples
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Solutions
Global outline and sector overview
– Level 2 > Consultative Services Offering: provides customers with
consultative services concerning the procurement, application
processes, system support, and Key Performance Indicator (KPI)
bench-marking to enable improvements of targeted Total Cost of
Ownership (TCO) drivers.
We would include use of Caltex Partners (internal and external) to
bring Subject Matter Experts on-board as required.
About Caltex
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
CVP
– Level 3 > Managed Services Offering: provides customers with
management of lubrication related services concerning the
procurement, application and preventative maintenance (PM) tasks,
Computerised Maintenance Management System (CMMS), specific
customer services, and tracking of KPI bench-marking data to effect
improvements in agreed upon TCO drivers.
We would include management of Caltex Partners and/or Subject
Matter Experts (internal and external) as required.
Commercial Sector toolkit – for Caltex internal use only
Products
Solutions
Global outline and
sector overview
Global Solutions
portfolio
Solution examples
Section 1: Solutions
Global Solutions portfolio
Level 1 > Traditional Solutions currently available (in some areas):
About Caltex
– Bulk tank farm and dispensing system installations
– Equipment loan programmes
Commercial
Sector background
– E-business
Caltex technology
– Equipment lubrication surveys (product-application charting and
complexity reduction
Commercial
Sector strategy
– Oil and coolant analysis
CVP
Products
– Specialised oil containers
Solutions
Global outline and
sector overview
– Auto-greasers
Global Solutions
portfolio
– Coolant test kits
Solution examples
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Solutions
Global Solutions portfolio
Level 2 > Non-traditional consultative services currently available (in
some areas):
About Caltex
– automatic tank gauging systems
Commercial
Sector background
– Lubricants University
Caltex technology
– Computex™ Fleet (computerised maintenance and procurement
management system)
Commercial
Sector strategy
CVP
– extended drain programme
Products
– HSE bulk tank and storage facility audits
Solutions
Global outline and
sector overview
– waste stream coordination
Global Solutions
portfolio
Solution examples
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Solutions
Global Solutions portfolio
Level 3 > Managed services currently available (in limited areas):
About Caltex
– Fuel management programmes
– Vendor managed inventory
Commercial
Sector background
– Reliability programme management
Caltex technology
Commercial
Sector strategy
CVP
Products
Solutions
Global outline and
sector overview
Global Solutions
portfolio
Use this link to view a definition of the Solutions available
to the Commercial Sector:
Solution examples
Advanced Solutions defined.xls
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Solutions
Global Solutions portfolio
To learn more about the Commercial Sector Solutions portfolio, the
link below provides you with detailed training for the Fleet Solutions
components, Sales Process and required tools and an interactive
training guide for the Computex™ Fleet Programme.
About Caltex
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
CVP
Products
Solutions
Global outline and
sector overview
Global Solutions
portfolio
Use this link to find out more about Commercial Sector Solutions:
www.computexfleet.com
Commercial Sector toolkit – for Caltex internal use only
Account ID: CGLFLEET Password: SOLUTION$
Solution examples
Section 1: Solutions
Solution examples: Commercial Sector
The Solutions portfolio that we currently can offer to customers focuses
on two primary areas of operation:
– Supply chain services which focuses on procurement and related
savings opportunities
– Reliability excellence which focuses on maintenance and savings
that are maintenance programme related
About Caltex
Commercial
Sector background
Caltex technology
Commercial
Sector strategy
CVP
Helping a customer in both of these areas can result in a reduction in
Total Cost of Ownership for the customer’s enterprise.
Products
Solutions
Global outline and
sector overview
Global Solutions
portfolio
Solution examples
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Solutions
Solution examples: Commercial Sector
Supply Chain Services – procurement
About Caltex
e-Business
Computex™ Fleet
Commercial
Sector background
–
Order, track and pay module
Caltex technology
–
Quality control (certificate of analysis) module
Commercial
Sector strategy
–
Link to CGL e-business/biz-online
CVP
Waste Stream Management
Products
Caltex HSE Services
Solutions
Global outline and
sector overview
–
Bulk tank and storage area planning
–
Spill response plan and appropriate unloading and unit fill procedures
Global Solutions
portfolio
–
Computex™ Fleet – waste disposal tracking and historical records
Solution examples
–
Approved waste oil collection vendor
–
Spill clean-up and bioremediation products (RSA only)
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Solutions
Solution examples: Commercial Sector
Supply Chain Services – procurement (cont.)
About Caltex
Inventory management
Commercial
Sector background
Caltex Services
Caltex technology
–
Complexity reduction (includes movement to bulk where justified)
–
Computex™ Fleet – inventory management module
Commercial
Sector strategy
–
Eye-Tank™
CVP
–
Star Card for fuel
Products
Solutions
Global outline and
sector overview
Global Solutions
portfolio
Solution examples
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Solutions
Solution examples: Commercial Sector
Reliability excellence – maintenance
About Caltex
Knowledge transfer
Computex™ Fleet
Commercial
Sector background
–
Caltex technology
Self-paced training modules
> Engine lubrication
> Heavy duty coolants
> Drive train lubrication
> Chassis lubrication
Commercial
Sector strategy
CVP
> Hydraulic system lubrication
> Oil analysis for fleets
Products
> Fuel
Solutions
Global outline and
sector overview
> OEM specifications and trends
–
Area workshops for customers (OEM partner linkage)
Global Solutions
portfolio
Solution examples
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Solutions
Solution examples: Commercial Sector
Reliability excellence – maintenance (cont.)
About Caltex
CMMS – Computex™ Fleet
Computex™ Fleet
Commercial
Sector background
–
Caltex technology
Pre-loaded Computerised Maintenance Management System (CMMS)
programme designed for fleets (preventative maintenance (PM),
intervals, components, make and model) to provide ability to schedule
PMs, work orders (WOs), and evaluate unit performance based on Total
Cost of Ownership KPIs
–
Oil and coolant analysis programme > linked to Computex™ Fleet
–
Extended drain programme
Commercial
Sector strategy
CVP
Products
Solutions
Global outline and
sector overview
Global Solutions
portfolio
Solution examples
Commercial Sector toolkit – for Caltex internal use only
continued
Section 1: Solutions
Solution examples: moving forward
If you believe you have an immediate customer opportunity for any
of the Solutions listed and require assistance to begin moving the
process forward, please follow this 3 step process:
About Caltex
1
Caltex technology
Commercial
Sector background
Discuss with your sales manager to determine if the account
fits into your area’s Commercial Sector sales plan
2
Complete the Sales Opportunity – Solutions (SOS) form (below)
3
Schedule a conference call with Darren Newton and
appropriate stakeholders
Commercial
Sector strategy
CVP
Products
Solutions
Global outline and
sector overview
Global Solutions
portfolio
Solution examples
Commercial_SOS form.xls
Commercial Sector toolkit – for Caltex internal use only
continued
Section 2: Sales Process support
Commercial Sector toolkit – for Caltex internal use only
Sales Process support
Section 2: contents
Introduction and
Sales Process alignment
Standard sales approach
Sales qualification
– General information gathering
– Coolants seven-step questionnaire
– Networking
Needs/Solutions identification
– Customer maintenance goals
– Cost Benefit calculator
Standard sales presentation
Activate and transition
– Converting the sale
Retain and grow
Sales support tools
Sales presentation (PPT) and sales
proposal (Word) samples
Sample customer letters
Calculators
– Cost Benefit calculator
– Capex tool
Sales literature
– Commercial customer brochure
– Support documents
OEM approvals
Product demonstrations and procedures
Links and contacts
Commercial industry links
Commercial Sector contacts
Commercial Sector toolkit – for Caltex internal use only
Introduction and
Sales Process
Standard sales
approach
Sales support tools
Links and contacts
Section 2: Introduction and Sales Process alignment
Introduction
These sales tools will help you shape and prepare a value-added offering
to a prospect or customer in a consistent format.
Introduction and
Sales Process
The toolkit will:
Standard sales
approach
– ensure alignment with and enhance the Caltex Sales Process
Sales support tools
– assist you in profitably growing your business
Links and contacts
– emphasise Caltex products and services that are differentiated
– give us an advantage over competitors that sell solely on price
– provide additional ammunition that you may not have had
access to before.
To help you develop a value-added selling proposition, this section
provides guidance on the standard sales approach, sales support tools
and useful links and contacts.
Commercial Sector toolkit – for Caltex internal use only
continued
Section 2: Introduction and Sales Process alignment
Sales Process alignment
As well as being professional and friendly, you will need to establish
credibility through your knowledge of the industry and begin to build a
relationship of trust – asking the right questions is an important part
of that process.
Links and contacts
– to the right customer
– in the right way
(i) Qualify
(ii) Needs
& solutions
(iii) Presentations
(iv) Activate
& transition
(v) Retain & grow
Commercial Sector toolkit – for Caltex internal use only
Standard sales
approach
Sales support tools
This strategy is in line with the Sales Process and helps sell:
– the right product
Introduction and
Sales Process
continued
Section 2: Introduction and Sales Process alignment
Sales Process alignment
There are three basic ways that we can add value to customers’
businesses:
– we can help them to avoid cost
– we can help them to reduce cost
– we can provide them with education and information that makes them
more competitive
Remember that:
– customers love to buy from people who can teach them something
– knowing your material and your proposition is critical to your success
– The best sales people, the true experts, are those that seek and
leverage external sources for education and information. Your
customers, as well as many of the links provided in this toolkit, will help
you continually build your knowledge base and overall expertise.
Commercial Sector toolkit – for Caltex internal use only
Introduction and
Sales Process
Standard sales
approach
Sales support tools
Links and contacts
Sales Process support
SECTION 2
Standard sales approach
Commercial Sector toolkit – for Caltex internal use only
Section 2: Standard sales approach
General information gathering
Introduction and
Sales Process
In order to satisfy the needs
and requirements of the
customer, you will need to
gather some account-specific
information during your
pre-call.
Standard sales
approach
Sales qualification
– Information
gathering
– Coolants q’naire
– Networking
Needs/Solutions
Sales presentation
Activate & transition
Retain & grow
Sales support tools
Links and contacts
Commercial Sector toolkit – for Caltex internal use only
continued
Section 2: Standard sales approach
General information gathering
Remember your objectives:
–
–
–
gain an understanding of the organisation and the decision-making
process by transposing all of the relevant information about the account
into your ‘account strategy’
establish your credibility, founded on prior knowledge of the industry,
research about the prospect and your knowledge of the customer benefits
associated with doing business with Caltex, by using the information that
has been clarified in the Account Planning
gather the technical and commercial information needed to prepare a
detailed proposal and to demonstrate an understanding of the customer's
requirements
Introduction and
Sales Process
Standard sales
approach
Sales qualification
– Information
gathering
– Coolants q’naire
– Networking
Needs/Solutions
Sales presentation
Activate & transition
Retain & grow
Sales support tools
Links and contacts
Commercial Sector toolkit – for Caltex internal use only
continued
Section 2: Standard sales approach
General information gathering
Given a positive result in the qualification phase of your Account Planning,
you would schedule a first meeting with a prospective customer. You can then
review the questions during your pre-call work to determine how much you
already know about your prospect. Highlight the areas where you are
uncertain and concentrate on gathering this information during the next call.
Remember your objectives:
–
establish your credentials as part of the Caltex Lubricants organisation – you may
choose to use some of the standard presentation material during this initial call, if
appropriate
–
establish a rapport
–
deal convincingly with objections – document unfamiliar objections and develop
an adequate response to them, therefore preparing yourself for when the same
objection surfaces again with another prospect or customer
–
identify the key lubricant/fluid issues and other relevant prospect requirements.
Develop a customer profile for your file and future reference
–
identify the benefits that will need to be emphasised in the presentation
Commercial Sector toolkit – for Caltex internal use only
continued
Introduction and
Sales Process
Standard sales
approach
Sales qualification
– Information
gathering
– Coolants q’naire
– Networking
Needs/Solutions
Sales presentation
Activate & transition
Retain & grow
Sales support tools
Links and contacts
Section 2: Standard sales approach
General information gathering
You can gather more information from a Commercial prospect.
The following pages show some typical probing questions that you
should consider asking a new prospect.
They specifically:
– target the customer’s primary concerns with lubricants and coolants
– allow the salesperson to gather information about the customer’s
buying and maintenance habits.
Remember from your sales training that open questions will usually
result in more detailed responses from the prospect, but not every
question needs to be an open one.
Please note for coolant-specific questions, refer to the Coolants 7-step questionnaire.
Commercial Sector toolkit – for Caltex internal use only
continued
Introduction and
Sales Process
Standard sales
approach
Sales qualification
– Information
gathering
– Coolants q’naire
– Networking
Needs/Solutions
Sales presentation
Activate & transition
Retain & grow
Sales support tools
Links and contacts
Section 2: Standard sales approach
General information gathering
Background information
Introduction and
Sales Process
– What is the operating profile for the fleet?
Standard sales
approach
Sales qualification
> Identify the quantity of units by service type
> Identify makes, models, vintages of units – including engines and all drive
train components
> What is their average fuel economy?
Needs/Solutions
Sales presentation
Activate & transition
Retain & grow
> What is their average oil consumption?
> What type(s) of service are their trucks in?
Sales support tools
> Are they utilising oil analysis?
Links and contacts
> Are they following OEM recommended drain intervals?
> What are the current drain intervals?
> What are this fleet’s three biggest challenges?
Commercial Sector toolkit – for Caltex internal use only
– Information
gathering
– Coolants q’naire
– Networking
continued
Section 2: Standard sales approach
General information gathering
– What are their growth plans for the fleet?
– What is the average expected engine life to overhaul of this fleet?
Introduction and
Sales Process
Standard sales
approach
Sales qualification
– What new equipment investments are planned for the fleet?
– Information
gathering
– Coolants q’naire
– Networking
– What are their main environmental concerns?
– Do they have Solutions needs (e.g. training, Computex, etc.)?
Needs/Solutions
Sales presentation
Activate & transition
Retain & grow
– What do they like and/or dislike about their current supplier?
Sales support tools
Links and contacts
Commercial Sector toolkit – for Caltex internal use only
continued
Section 2: Standard sales approach
General information gathering
Current contract details
–
Does this operation or the company have preferred equipment suppliers?
Introduction and
Sales Process
–
Do they always adhere to OEM lubricant recommendations during warranty
and after warranty?
Standard sales
approach
Sales qualification
–
Do they have an existing lubricants supply contract – if so, how often is it
re-negotiated and when is it next due?
–
Are they able to purchase certain speciality products outside the contract?
– Information
gathering
– Coolants q’naire
– Networking
Current supply details
Needs/Solutions
Sales presentation
Activate & transition
Retain & grow
–
How many different lubrication products do they use?
Sales support tools
–
How many lubricants suppliers do they currently use?
Links and contacts
–
What are the reasons for splitting suppliers?
–
What additional services are provided by their current supplier(s)?
–
What do those additional services cost?
Commercial Sector toolkit – for Caltex internal use only
continued
Section 2: Standard sales approach
General information gathering
Our opportunities
–
What would be the main challenge to introducing a new lubricants supplier?
–
Which equipment causes you most concern with regard to lubrication?
–
If you could eliminate or alleviate one lubrication-related problem, what would
it be? What are the customer's contractual obligations to their current
supplier?
–
Have you already tried alternative lubricants in those applications?
If so, what were the results?
–
What proportion of your maintenance budget do you spend on lubricants (oil
and grease) and what is the amount?
Introduction and
Sales Process
Standard sales
approach
Sales qualification
– Information
gathering
– Coolants q’naire
– Networking
Needs/Solutions
Sales presentation
Activate & transition
Retain & grow
Sales support tools
Links and contacts
Commercial Sector toolkit – for Caltex internal use only
Section 2: Standard sales approach
Coolants seven-step questionnaire
Coolants represent a significant profit opportunity for Caltex. They
offer an opportunity to approach potential customers with a unique,
differentiated offering which can prove to be a door opener for
further business.
The questions in the linked questionnaire specifically target
extended life coolants. As you guide your prospect through the
seven step questionnaire you will be collecting data used to
complete your customer’s coolants cost comparison, maintenance
cost assessment and conversion payout schedule.
Introduction and
Sales Process
Standard sales
approach
Sales qualification
– Information
gathering
– Coolants q’naire
– Networking
Needs/Solutions
Sales presentation
Activate & transition
Retain & grow
Sales support tools
Links and contacts
Commercial Sector toolkit – for Caltex internal use only
continued
Section 2: Standard sales approach
Coolants seven-step questionnaire
The seven steps will cover:
Introduction and
Sales Process
1
Equipment and fleet size
2
Truck, equipment and engine OEMs
3
Multiple coolants – experience with extended life coolant
technology
4
Coolant preventative maintenance practices
5
Current coolant usage
6
Coolant-related equipment failures
7
Maintenance budget and extended life coolant conversion plan
Standard sales
approach
Sales qualification
– Information
gathering
– Coolants q’naire
– Networking
Needs/Solutions
Sales presentation
Activate & transition
Retain & grow
Sales support tools
Links and contacts
Commercial Sector toolkit – for Caltex internal use only
continued
Section 2: Standard sales approach
Coolants seven-step questionnaire
You should familiarise yourself with the content of the questionnaire
prior to conducting a customer visit. Go through the document in
detail with a colleague as part of your training to ensure that you are
comfortable with using this tool.
Use the features, advantages and benefits captured in the selling
points of the seven steps to help you answer the needs of the customer
and overcome objections.
All questionnaire items marked with * are crucial in this information-gathering phase.
Introduction and
Sales Process
Standard sales
approach
Sales qualification
– Information
gathering
– Coolants q’naire
– Networking
Needs/Solutions
Sales presentation
Activate & transition
Retain & grow
Sales support tools
Links and contacts
Use this link to view the Coolant Customer questionnaire
– pay attention to the *symbols:
CoolantCustomerQnaire.ppt
Commercial Sector toolkit – for Caltex internal use only
Section 2: Standard sales approach
Networking
The development of a solid business base depends on far more than
traditional prospecting activity and customer service interaction.
People are ever more pressed in terms of their work schedule and every
minute is assessed to make sure that it is delivering value. Today’s fast
moving world relies on up to the minute intelligence to ensure that you
know what is happening in the market as quickly as possible (ideally
before your competitors).
The link below gives a framework for this important activity.
Introduction and
Sales Process
Standard sales
approach
Sales qualification
– Information
gathering
– Coolants q’naire
– Networking
Needs/Solutions
Sales presentation
Activate & transition
Retain & grow
Sales support tools
Links and contacts
CommercialNetworking.ppt
Commercial Sector toolkit – for Caltex internal use only
Section 2: Standard sales approach
Needs/Solutions identification
Caltex has been at the forefront of helping customers maximise their
preventative maintenance practices for well over half a century. To do
this correctly, it is key to understand the operating objectives and
maintenance goals of the customer or prospect.
Introduction and
Sales Process
Standard sales
approach
Sales qualification
Based on this understanding, you'll find that some customers might be
best served by:
Needs/Solutions
–
Sales presentation
maximising equipment life (durability) to overhaul;
– Customer
maintenance goals
– Cost Benefit calc
Activate & transition
while others might be best served by:
Retain & grow
–
Sales support tools
extending fluid service intervals.
There is value associated with both approaches and our Cost Benefit
calculator will help you quantify the value of choosing one approach
versus the other with your specific customer or prospect.
Commercial Sector toolkit – for Caltex internal use only
Links and contacts
Section 2: Standard sales approach
Customer maintenance goals
Maximising equipment life/durability
Long equipment life is best achieved through regular, thorough and frequent
fluid maintenance intervals. OEMs set their recommended fluid drain intervals
with the intention of maximising equipment durability. Fluid changes in excess
of what the OEM recommends may result in a loss of equipment durability if
not properly monitored and managed.
What type of customer benefits from maximising equipment durability?
Introduction and
Sales Process
Standard sales
approach
Sales qualification
Needs/Solutions
– Customer
maintenance goals
– Cost Benefit calc
Sales presentation
Generally:
Activate & transition
–
smaller fleets that keep their equipment for long periods (5 to 10+ years)
Retain & grow
–
fleets in severe service (e.g. steep grades, heavy loads, stop and go service,
with high idle time and low fuel economy)
Sales support tools
–
smaller fleets that don't have the leverage with their OEM that larger fleets
might have
–
fleets that don't have a tightly controlled, sophisticated maintenance
programme
Commercial Sector toolkit – for Caltex internal use only
continued
Links and contacts
Section 2: Standard sales approach
Customer maintenance goals
Extended fluid service intervals
Simply put, this approach extends the fluid service interval between changes;
often beyond what the OEM recommends. Sound risky? It is. By making
equipment work harder, operators risk shortening equipment life and an
increased risk of equipment failure. The payoff however could be significant for
those customers who factor in the related savings associated with extending
fluid service intervals (e.g. the fluid cost, the filter cost, the cost of labour, used
oil collection fees, the cost of downtime).
Introduction and
Sales Process
Standard sales
approach
Sales qualification
Needs/Solutions
– Customer
maintenance goals
– Cost Benefit calc
Sales presentation
Activate & transition
What type of customer benefits from extending fluid service intervals?
Retain & grow
Generally large, on-highway fleets because:
–
they do not operate in a severe service environment (steady state, highway driving)
–
OEMs are more likely to allow customers to extend fluid service intervals based on
their purchasing power/size
–
fleets of this size often "turn" their trucks every 3 to 5 years
–
this type of customer generally has a well managed/monitored maintenance
programme – including oil analysis and the ability top track fuel and oil consumption
Commercial Sector toolkit – for Caltex internal use only
continued
Sales support tools
Links and contacts
Section 2: Standard sales approach
Customer maintenance goals
The Extended Oil Drain white-paper below, authored by Chevron's
Jim McGeehan, provides an analysis of potential risks and rewards
associated with extended engine oil drain intervals.
Introduction and
Sales Process
Standard sales
approach
Sales qualification
Needs/Solutions
– Customer
maintenance goals
– Cost Benefit calc
Sales presentation
Activate & transition
Retain & grow
Sales support tools
Links and contacts
Extended Oil Drain white paper.pdf
Commercial Sector toolkit – for Caltex internal use only
Section 2: Standard sales approach
Cost Benefit calculator
The Cost Benefit calculator will illustrate the potential reduction in
operating costs and added-value benefit to customers/prospects using
selected Caltex products. It is a user-friendly tool that will help you
provide the customer with a tangible, financial benefit estimate based on
the information that they provide. It is difficult for customers to dismiss
the result if they have provided the information for the calculations.
It is important to understand the customer’s operating goals and objectives.
The customer’s vehicle replacement cycle is a key indicator of how to provide
value by either extending drains or extending equipment service life. The
calculator provides you with both options.
– The calculations are based on the lubrication requirements for high
consumption items – engine / coolant / transmission / grease / axle /
hydraulic
– Calculations also taken into consideration – cost of lubrication / downtime
/ labour / filters / as well as number of vehicles etc.
Commercial Sector toolkit – for Caltex internal use only
continued
Introduction and
Sales Process
Standard sales
approach
Sales qualification
Needs/Solutions
– Customer
maintenance goals
– Cost Benefit calc
Sales presentation
Activate & transition
Retain & grow
Sales support tools
Links and contacts
Section 2: Standard sales approach
Cost Benefit calculator
Data input sheet
Introduction and
Sales Process
Standard sales
approach
Sales qualification
Needs/Solutions
– Customer
maintenance goals
– Cost Benefit calc
The benefit calculator
works better as a sales tool if it
Activate & transition
can be used whilst with the
Retain & grow
customer, since the values input
into the calculations will be
their own.
Commercial Sector toolkit – for Caltex internal use only
Sales presentation
continued
Sales support tools
Links and contacts
Section 2: Standard sales approach
Cost Benefit calculator
Introduction and
Sales Process
Standard sales
approach
Sales qualification
Needs/Solutions
– Customer
maintenance goals
– Cost Benefit calc
Sales presentation
Activate & transition
Retain & grow
Sales support tools
Customer summary reports
Links and contacts
These graphs and charts are a powerful, visual
representation of the cost savings that a
customer can expect to achieve with a Caltex
Lubricants “Performance Advantage” package
Commercial Sector toolkit – for Caltex internal use only
continued
Section 2: Standard sales approach
Cost Benefit calculator
Please remember:
– it is important that real values are used wherever possible
Introduction and
Sales Process
– if estimates are used they should be the customer’s estimate and
not ours
Standard sales
approach
Sales qualification
– it is important that you also use your knowledge of the customer’s
operation and common sense to judge the validity of the output
before sharing the information with the customer. As good sales
people you will already be aware of the dangers of over-promising
– other versions of ‘benefit calculators’ exist and can also provide
valuable comparison data for a customer – feel free to use what
works best for you.
Commercial Sector toolkit – for Caltex internal use only
continued
Needs/Solutions
– Customer
maintenance goals
– Cost Benefit calc
Sales presentation
Activate & transition
Retain & grow
Sales support tools
Links and contacts
Section 2: Standard sales approach
Cost Benefit calculator
Use the links below to view:
–
the Cost Benefit calculator
–
the Cost Benefit calculator support data document which gives
important test results and information on our premium lubricants
or coolants, to guide discussions with a customer concerning
extending service intervals or extending equipment life.
Introduction and
Sales Process
Standard sales
approach
Sales qualification
Needs/Solutions
– Customer
maintenance goals
– Cost Benefit calc
Sales presentation
Activate & transition
Retain & grow
Sales support tools
Links and contacts
Cost Benefit calculator.xls
[Password: 123456]
CBC User Guide.pdf
Commercial Sector toolkit – for Caltex internal use only
continued
Section 2: Standard sales approach
Cost Benefit calculator
– Once completed, save the Cost Benefit calculator with your client’s
name and then use the link within the calculator to add the Excel
document to the central database, where customer surveys will be
stored.
– Please also make sure that you visit the Cost Benefit calculator
support website to:
Introduction and
Sales Process
Standard sales
approach
Sales qualification
Needs/Solutions
– Customer
maintenance goals
– Cost Benefit calc
> collect the most recent version of the calculator,
user guide and Proof of Performance information
Sales presentation
> report any bugs in the programme
Retain & grow
Activate & transition
Sales support tools
http://col/Depts/marketing/marketing_dev/new_product_dev_lubes_
marketing/lubricants_marketing/proof_of_performance.htm
Commercial Sector toolkit – for Caltex internal use only
Links and contacts
Section 2: Standard sales approach
Standard sales presentation
This sales presentation gives a high-level introduction to Caltex
& Chevron Lubricants, our industry position and capabilities.
Introduction and
Sales Process
Standard sales
approach
Sales qualification
It provides a salesperson with:
–
a consistent customer-facing global brand and image
–
consistent and up-to-date information on our corporate message, global and
Sales presentation
regional products and services offerings
Activate & transition
Needs/Solutions
Retain & grow
The deck can be used as the first part of your sales presentation and
additional slides should be added to:
–
demonstrate a thorough understanding of the prospect’s business needs and
challenges
–
present the main proposal with your recommendations and budget
implications
Commercial Sector toolkit – for Caltex internal use only
continued
Sales support tools
Links and contacts
Section 2: Standard sales approach
Standard sales presentation
Prior to delivering the presentation, the local sales team should make
the following changes:
Introduction and
Sales Process
– ensure that the information presented is consistent with
organisational capability.
Standard sales
approach
Sales qualification
Needs/Solutions
Sales presentation
Activate & transition
Please note local teams also need to delete any slides that are not consistent with local
capabilities and to add relevant new content whilst maintaining the overall presentation style.
Retain & grow
Sales support tools
Links and contacts
Use this link to view the commercial sales presentation sample
(in PowerPoint) that has already been created:
CommSalesPres.ppt
Commercial Sector toolkit – for Caltex internal use only
Section 2: Standard sales approach
Activate and transition
Once your prospect has agreed to buy Caltex products, it is important to
concentrate on the conversion process.
Introduction and
Sales Process
– Develop a transition plan that includes key issues, milestones and
stakeholders as needed
Standard sales
approach
Sales qualification
Needs/Solutions
– Understand and meet the back and front office requirements of the
customer (an orientation meeting; customer employee training/
guidelines regarding ordering procedures; ensure correct pricing;
ensure proper invoicing; understand and meet delivery/logistical
requirements; address all ebusiness needs; address Material Safety
Data Sheet (MSDS) needs etc.)
– Execute a supply contract (including agreed to price movement
guidelines) to the mutual benefit of Caltex and your customer
– Introduce key Caltex resources to the customer (e.g. managers,
resellers, customer support colleagues, etc.)
Commercial Sector toolkit – for Caltex internal use only
continued
Sales presentation
Activate & transition
– Converting
the sale
Retain & grow
Sales support tools
Links and contacts
Section 2: Standard sales approach
Activate and transition
– Identify and pursue opportunities for customer inventory
consolidation/complexity reduction
Introduction and
Sales Process
– Identify and address any product compatibility issues as a result of
a change in supplier
Standard sales
approach
Sales qualification
– Identify and recommend flush and refill procedures as required
Needs/Solutions
Your activate and transition strategy will differ from customer to
customer. The above list represents basic core elements of an activate
and transition strategy that should be applied to every new fleet
customer.
Sales presentation
Activate & transition
– Converting
the sale
Retain & grow
Sales support tools
Links and contacts
Commercial Sector toolkit – for Caltex internal use only
Section 2: Standard sales approach
Converting the sale
The information in the following presentations will help you advise your
customer about changeover and maintenance practices:
– Oil sampling procedure
– Coolants Demonstration Kit
– Using a Refractometer
Please note that you can find more detail on
each of these presentations in Sales support
tools: Product demonstrations and procedures.
Introduction and
Sales Process
Standard sales
approach
Sales qualification
Needs/Solutions
Sales presentation
Activate & transition
– Converting
the sale
Retain & grow
Sales support tools
Links and contacts
Oil Sampling Guide.doc
CoolantsDemoTestKit.ppt
Using a Refractometer.ppt
Commercial Sector toolkit – for Caltex internal use only
continued
Section 2: Standard sales approach
Converting the sale: coolants conversion process
To ensure the maximum benefits associated with Caltex unique extended
life coolants it is important to ensure proper conversion of the vehicle or
fleet from a traditional product to Caltex coolant.
There are three ways to convert a fleet to extended life coolant:
–
–
Drain, Flush and Refill: the most technically correct way and ensures full benefits
of extended life coolants. However, this is the most time consuming method.
Drain and Fill: requires less downtime compared to the first method, but about
10-15% of the old coolant will remain in the system. This causes possible
contamination issues and some reduction in total benefits of extended life coolants.
Introduction and
Sales Process
Standard sales
approach
Sales qualification
Needs/Solutions
Sales presentation
Activate & transition
– Converting
the sale
Retain & grow
Sales support tools
Links and contacts
Commercial Sector toolkit – for Caltex internal use only
continued
Section 2: Standard sales approach
Converting the sale: coolants conversion process
Before recommending any procedure to the customer, the salesperson
should be familiar with all the available options and tools required to
correctly convert the customer to extended life coolants.
This information will help you advise your customer about changeover
and maintenance practices.
Introduction and
Sales Process
Standard sales
approach
Sales qualification
Needs/Solutions
Sales presentation
Please note that additional information is available from the
AP In Service Engine Coolant Monitor.
Activate & transition
– Converting
the sale
Retain & grow
Use these links to help advise your customer about the coolant conversion process:
CoolantTechnlgy.ppt
CoolntChngovrPrcdure_EE.doc
Commercial Sector toolkit – for Caltex internal use only
Sales support tools
Links and contacts
Section 2: Standard sales approach
Retain and grow
Once an account is secured, work is still required to make sure that the
account's expectations and requirements are met on an ongoing basis.
In addition to what the Sales Process tells us, it is suggested that the
salesperson:
Introduction and
Sales Process
Standard sales
approach
Sales qualification
– periodically review the progress and status of our relationship
Needs/Solutions
– establish and pursue lubrication programme goals
Sales presentation
– establish Scorecard metrics if appropriate
– define our current "share of wallet" with the account and target/pursue
additional opportunities
– educate, update and inform the account on subjects that they might
benefit from
– identify and pursue training opportunities
– identify and pursue solutions needs and opportunities
Commercial Sector toolkit – for Caltex internal use only
Activate & transition
Retain & grow
Sales support tools
Links and contacts
Section 2: Standard sales approach
Retain and grow
– identify levels of the customer's organisation that would benefit
from having a relationship with Caltex management; engage
management as required
– pursue testimonial opportunities as applicable
– uncover and pursue field test opportunities that provide mutual
benefit to both companies
Introduction and
Sales Process
Standard sales
approach
Sales qualification
Needs/Solutions
Sales presentation
Activate & transition
Retain & grow
Your retain and grow strategy will differ slightly from customer to
customer. The above list represents the minimum, core elements of a
retain and grow strategy that should be applied to every customer that
represents a profitable return and/or additional opportunity to Caltex.
Commercial Sector toolkit – for Caltex internal use only
Sales support tools
Links and contacts
Sales Process support
SECTION 2
Sales support tools
Commercial Sector toolkit – for Caltex internal use only
Section 2: Sales support tools
Sales presentation sample
This sales presentation gives a high-level introduction to Caltex
Lubricants and our industry position and capabilities.
Introduction and
Sales Process
It provides the sales teams with:
Standard sales
approach
– a consistent customer-facing global brand and image
Sales support tools
Sales presentation
& proposal samples
– consistent and up to date information on our corporate message,
global and regional products and services offerings
Sample letters
Calculators
Sales literature
OEM approvals
Product
demonstrations
Links and contacts
Use this link to view the commercial sales presentation sample
(in PowerPoint) that has already been created:
CommSalesPres.ppt
Commercial Sector toolkit – for Caltex internal use only
continued
Section 2: Sales support tools
Sales proposal sample
The standard sales proposal should be used as the basis for individual
customer proposals. It has been designed to incorporate most of the
material that a standard proposal should contain and includes examples.
This document can be edited so that you
can prepare individual proposals that will
still have the standard appearance that
customers will come to recognise.
Introduction and
Sales Process
Standard sales
approach
that has been placed in the header or footer,
Sales support tools
Sales presentation
& proposal samples
such as the logo, will appear ‘knocked-back’
Sample letters
on the live document, but will print to hard
Calculators
copy and PDF correctly.
Sales literature
Please note that anything on this template
OEM approvals
Product
demonstrations
Links and contacts
Use this link to view the Commercial Sector sales proposal sample (in Word) that has
already been created:
CommercialSalesProposal.doc
Commercial Sector toolkit – for Caltex internal use only
Section 2: Sales support tools
Sample customer letters
Effective written communication is a key contributor to creating a positive
perception and creating interest among customers and prospects.
Effective, informative, professional communication can clearly
differentiate us from our competition.
Introduction and
Sales Process
Standard sales
approach
Sales support tools
Sales presentation
& proposal samples
Here are six letter templates provided for your use and benefit.
The subjects addressed in these letters are:
Sample letters
–
introduction / follow-up
–
letters of guaranteed performance
–
previsit or precall messaging
–
our Research capabilities
Calculators
Sales literature
OEM approvals
Product
demonstrations
Feel free to edit these letters as you see fit.
Links and contacts
Commercial Sector toolkit – for Caltex internal use only
continued
Section 2: Sales support tools
Sample customer letters
After meeting with customers and prospects for the first time, or after
meeting on a specific subject that is important to a customer or
prospect, it is important to follow up in writing.
A short thank you and follow-up communications are also strongly
suggested.
Please note that customer letters must be printed on Caltex approved letterhead.
Introduction and
Sales Process
Standard sales
approach
Sales support tools
Sales presentation
& proposal samples
Sample letters
Calculators
Sales literature
OEM approvals
Use these links to view the six letter templates:
2007Followup.doc
Product
demonstrations
2007FollowupwCRTC.doc
Links and contacts
2007FollowupINTRODUCTION.doc
2007guaranteedDelogeneral.doc
2007FollowupPreVisit.doc
2007guaranteedRPMgeneral.doc
Commercial Sector toolkit – for Caltex internal use only
Section 2: Sales support tools
Cost Benefit calculator
The Cost Benefit calculator is an easy-to-use, web supported tool, designed to
illustrate to a customer the potential cost saving that can be realised by using
premium lubricants and coolants to extend service interval or extend equipment life.
– Completed surveys should be added to the central database – a link to this can be
found within the calculator
– Visit the support website to collect the most recent version of the calculator, user
Introduction and
Sales Process
Standard sales
approach
Sales support tools
Sales presentation
& proposal samples
guide and Proof of Performance information, and to report any bugs in the
Sample letters
programme: http://lubricants.chevron.com/global_operations/calculator.asp
Calculators
Please note that you can find more detail on the Cost Benefit calculator in
Standard sales approach: Needs and Solutions > Cost Benefit calculator.
– Cost Benefit calc
– Capex tool
Sales literature
OEM approvals
Use these links to view the Cost Benefit calculator and support data document:
Cost Benefit calculator.xls
[Password: 123456]
CBC User Guide.pdf
Commercial Sector toolkit – for Caltex internal use only
Product
demonstrations
Links and contacts
Section 2: Sales support tools
Capex tool
Capital Expenditure (Capex) on equipment is often required for
consideration in a customer acquisition or retention strategy. It is
important therefore to ensure that all costs, up-front costs and hidden
costs are identified and analysed to provide a comprehensive profitability
picture of the customer.
This Capex tool is an important
management decision-making tool,
and has been developed to:
–
Standard sales
approach
Sales support tools
Sales presentation
& proposal samples
Sample letters
Calculators
– Cost Benefit calc
– Capex tool
assist the sales teams with the profitability
Sales literature
analysis of the customer in question;
OEM approvals
determine the return on investment (ROI)
Product
demonstrations
associated with providing the funding
Links and contacts
proposed.
–
Introduction and
Sales Process
provide an in-depth guide to identify the hidden and up-front costs.
Commercial Sector toolkit – for Caltex internal use only
continued
Section 2: Sales support tools
Capex tool
A Capex investment to provide equipment at customer premises is a
key part of our Solutions capability. Providing funding for on-site
equipment can facilitate the introduction and use of a Caltex Solution
that the customer may otherwise be unwilling to commit to.
In such circumstances the customer is able to realise and appreciate
the benefits of the Solution and subsequently contribute to the cost of
implementation.
The Capex tool ensures a globally consistent approach is employed
across Caltex when determining capital expenditure, ROI, budget
implications and allocations.
Introduction and
Sales Process
Standard sales
approach
Sales support tools
Sales presentation
& proposal samples
Sample letters
Calculators
– Cost Benefit calc
– Capex tool
Sales literature
OEM approvals
Product
demonstrations
Links and contacts
Commercial Sector toolkit – for Caltex internal use only
continued
Section 2: Sales support tools
Capex tool: user guidelines
The Capex Tool is made up of the following worksheets:
– Results
Introduction and
Sales Process
– Average margin calculations
Standard sales
approach
– Sensitivity analysis
Sales support tools
Sales presentation
& proposal samples
– Calculations
Sample letters
If you have Adobe Acrobat installed on your computer, you can retain a digital copy of
the reports by creating PDFs of them.
Calculators
– Cost Benefit calc
– Capex tool
Sales literature
Use this link to view the Capex tool:
Big Cindy.xls
OEM approvals
Product
demonstrations
Links and contacts
Little Cindy.xls
New Version BigCINDY3.doc
Commercial Sector toolkit – for Caltex internal use only
Section 2: Sales support tools
Sales literature
To support the Sales Process, a range of printed collateral has been
developed for use at exhibitions, trade shows and for meetings with
prospective customers. The following pages show visuals of the
customer-facing brochure and a range of support documents
including product information and case histories applicable to the
Commercial Sector.
To reinforce the professionalism of your
For this reason these materials should be
presentation, all materials should meet the professionally printed, rather than
quality standard expected of Caltex.
printed from your desktop printer.
Introduction and
Sales Process
Standard sales
approach
Sales support tools
Sales presentation
& proposal samples
Sample letters
Calculators
Sales literature
– Customer brochure
– Support documents
OEM approvals
Product
demonstrations
Please note you can access the master artworks through your local marketing
manager, who can arrange quality printing.
Commercial Sector toolkit – for Caltex internal use only
Links and contacts
continued
Section 2: Sales support tools
Customer brochure
The purpose of this brochure is to communicate to potential customers:
– who we are
Introduction and
Sales Process
– what we have to offer
Standard sales
approach
– why we are different from
other lubricants companies
Sales support tools
Sales presentation
& proposal samples
– where to obtain more
information
Sample letters
Calculators
Sales literature
– Customer brochure
– Support documents
It can be used as a leave-behind item
and as the basis of an informal
presentation about Caltex.
OEM approvals
Product
demonstrations
Links and contacts
Commercial Sector toolkit – for Caltex internal use only
continued
Section 2: Sales support tools
Customer brochure
The customer brochure includes a pocket at the
back to hold inserts to provide the customer
with more detailed information.
Introduction and
Sales Process
Standard sales
approach
These should include relevant:
– POP documents
Sales support tools
Sales presentation
& proposal samples
– Customer Testimonials
Sample letters
Calculators
– Product Data Sheets
Sales literature
– Customer brochure
– Support documents
– Product-specific material
(e.g. Coolants)
OEM approvals
Product
demonstrations
Links and contacts
Commercial Sector toolkit – for Caltex internal use only
continued
Section 2: Sales support tools
Customer brochure
The brochure artwork is in a format which can easily be adapted to
meet specific local market needs – the sample shown demonstrates
Caltex-approved structure and content.
Introduction and
Sales Process
Standard sales
approach
Sales support tools
Sales presentation
& proposal samples
Sample letters
Calculators
Sales literature
– Customer brochure
– Support documents
OEM approvals
Product
demonstrations
Use this link to view a PDF of the Commercial Sector customer brochure – for
reference only, not suitable for printing
CommercialSectorBrochure.pdf
Commercial Sector toolkit – for Caltex internal use only
Links and contacts
Section 2: Sales support tools
Support documents
Support documents are important and influential items, and should be
included as part of the information left with prospects. They can be used
as stand-alone items or can be placed in the pocket of the customer
brochure.
There are several different types of support documentation available
which focus on our products from different perspectives:
Introduction and
Sales Process
Standard sales
approach
Sales support tools
Sales presentation
& proposal samples
Sample letters
–
Proof of Performance (POP)
Calculators
–
Customer Testimonial
Sales literature
–
Product Data Sheet (PDS)
– Customer brochure
– Support documents
OEM approvals
One of our many requirements is to align the terminology we use to
describe different sales and marketing material as well as to
standardise the format of these documents.
Commercial Sector toolkit – for Caltex internal use only
continued
Product
demonstrations
Links and contacts
Section 2: Sales support tools
Support documents: Proof of Performance
One of the most important supporting documents for any salesperson
is the Proof of Performance (POP). POPs can be used to substantiate
the claims that we make about the performance of our products.
A POP should highlight the proven
features and benefits of a product
based on lab test results and
preferably field trial or field
experience (ideally with several
customer examples) as evidence of
performance.
Standard sales
approach
Sales support tools
Sales presentation
& proposal samples
Sample letters
Calculators
Sales literature
– Customer brochure
– Support documents
OEM approvals
Your help is needed in building our POP library. The larger our library,
the easier it will be to illustrate our performance advance and cost
saving customer benefits.
Commercial Sector toolkit – for Caltex internal use only
Introduction and
Sales Process
continued
Product
demonstrations
Links and contacts
Section 2: Sales support tools
Support documents: Customer Testimonials
Testimonials are independent confirmations of the value of Caltex
products and/or Solutions. Written by existing customers, they have a
significant influence on prospects because of their neutrality and
reduce the level of risk for the prospect.
A Testimonial should feature a
customer success story as a
result of Caltex products and/or
Solutions that facilitated a
significant source of value
generation.
Your help is needed in building our Testimonial library. The larger our
library, the easier it will be to illustrate our performance advance and
cost-saving customer benefits.
Commercial Sector toolkit – for Caltex internal use only
continued
Introduction and
Sales Process
Standard sales
approach
Sales support tools
Sales presentation
& proposal samples
Sample letters
Calculators
Sales literature
– Customer brochure
– Support documents
OEM approvals
Product
demonstrations
Links and contacts
Section 2: Sales support tools
Support documents: POP & Testimonial database
New design templates have been developed for POP and Testimonial
information and these will be used to create a database of material in the
new ‘look and feel’, for use with customers.
This database will be updated
continuously as new POPs and
Testimonials are received, and we will
progressively adapt those that are not
signed testimonials to the new template.
Standard sales
approach
Sales support tools
Sales presentation
& proposal samples
Sample letters
Calculators
Sales literature
It is important that we keep
up-to-date with our POPs and
Testimonials, so we can build a
comprehensive database covering
all possible application areas.
– Customer brochure
– Support documents
OEM approvals
Product
demonstrations
Links and contacts
Please note to create new versions, see
Section 3: Creating new POPs and Testimonials.
Commercial Sector toolkit – for Caltex internal use only
Introduction and
Sales Process
continued
Section 2: Sales support tools
Support documents: POP & Testimonial database
You should always aim to quantify the value to the customer of the
products and Solutions referred to in POPs and Testimonials. Financial
values are vastly more influential than any other parameter, e.g. hours
or volumes.
Virtually every successful application of
It is hard to emphasise just how valuable
a Caltex product has the potential to
these documents can be as sales aids.
use of Caltex products to identify
applications of particular value that
Standard sales
approach
Sales support tools
Sales presentation
& proposal samples
Sample letters
become a POP or Testimonial and you
should regularly review your customer’s
Introduction and
Sales Process
Please note your local marketing
manager can help to obtain artworks
for printing as required.
Calculators
Sales literature
– Customer brochure
– Support documents
would help other sales personnel.
OEM approvals
Use this link to view the POP/Testimonial database – for reference only, not suitable for printing:
Product
demonstrations
Links and contacts
http://col/Depts/marketing/marketing_dev/new_product_dev_lubes_
marketing/lubricants_marketing/proof_of_performance.htm
Commercial Sector toolkit – for Caltex internal use only
continued
Section 2: Sales support tools
Support documents: Product Data Sheets
Product Data Sheets (PDS), also
known as Product Bulletins, give a
brief description of the product
and its specifications.
Introduction and
Sales Process
Standard sales
approach
Sales support tools
Sales presentation
& proposal samples
They summarise the product, with
just enough technical information
to determine whether this is the
correct product for the customer’s
application.
Sample letters
Calculators
Sales literature
– Customer brochure
– Support documents
OEM approvals
Product
demonstrations
Links and contacts
Commercial Sector toolkit – for Caltex internal use only
continued
Section 2: Sales support tools
Support documents: Product Data Sheets
Product Data Sheets are generated centrally for every product and can
be accessed using the link below.
They are designed to be consistent across
material. Only use fax transmission if the
all sectors since many products are not
customer specifically requests it.
exclusive to a particular sector.
When sending PDSs to customers for
information purposes, send via email
rather than fax to maintain a consistently
Please note your local marketing
manager can help to obtain artworks
if high quality printing is required for
tradeshows or exhibitions.
high quality of presentation across all our
Introduction and
Sales Process
Standard sales
approach
Sales support tools
Sales presentation
& proposal samples
Sample letters
Calculators
Sales literature
– Customer brochure
– Support documents
OEM approvals
Product
demonstrations
Use this link to access PDSs by region on the intranet:
http://www.caltex.com.au/products_oil.asp.
Commercial Sector toolkit – for Caltex internal use only
Links and contacts
Section 2: Sales support tools
OEM approvals
On-highway Truck and Bus OEM approvals are often a prerequisite for
gaining business, specifically for the drive-train, cooling system and engine.
Drive-train (transmission and axles):
significant work on gaining preferred
New trucks and buses are often provided
approval of our products. In addition, we
with the option for an extended
have similar products meeting most of the
drain/extended warranty programme. These
OEM requirements available globally.
programmes require the use of specific
Engines: In most cases, our heavy duty
lubricants that have undergone significant
engine oils carry all the required OEM
bench and field testing. Caltex has products
approvals. Some unique engines may require
globally approved for most of these
specific approvals, which are already
programmes, in addition to non-warranty
captured, or require field sales requests.
products. See the following pages for
information on tracking existing approvals.
Remember that many fleet owners are
willing to evaluate unapproved products
Cooling systems: Most of the OEM
where they believe the risk of failure is
equipment in the world is factory filled with
low and the potential benefits are clear.
Caltex coolant technology. This is a result of
Commercial Sector toolkit – for Caltex internal use only
continued
Introduction and
Sales Process
Standard sales
approach
Sales support tools
Sales presentation
& proposal samples
Sample letters
Calculators
Sales literature
OEM approvals
Product
demonstrations
Links and contacts
Section 2: Sales support tools
OEM approvals
If you need actual OEM approval letters for either lubricants or coolants
then please contact Darren Newton at Caltex@com.au
Introduction and
Sales Process
Standard sales
approach
Please note in the future, all approvals information will be consolidated into a single
database. Approvals information is also contained on the PDSs.
Sales support tools
Sales presentation
& proposal samples
Sample letters
Calculators
Sales literature
OEM approvals
Product
demonstrations
Links and contacts
Commercial Sector toolkit – for Caltex internal use only
continued
Section 2: Sales support tools
OEM approvals: Commercial Sector examples
Caltex spends significant time and effort in maintaining working
relationships with key OEMs globally. These relationships are maintained
to provide the following long term benefits to Caltex:
–
alignment with Marketing Strategy target customer requirements for OEM
approvals and value added products
–
provide access to the OE Dealer channel, leverage Caltex branded product
aftermarket sales
–
–
understand industry trends, obtain foreknowledge of specifications, joint
product development, 1st to market products, etc
recognised and endorsed as a business partner with OEMs (influence/drive our
leadership position in the industry and with their customers)
–
provide value-added products and services, enabling access to higher margin
product sales
–
secure OEM approvals to develop future technology platform and build reputation
Commercial Sector toolkit – for Caltex internal use only
continued
Introduction and
Sales Process
Standard sales
approach
Sales support tools
Sales presentation
& proposal samples
Sample letters
Calculators
Sales literature
OEM approvals
Product
demonstrations
Links and contacts
Section 2: Sales support tools
OEM approvals: Commercial Sector examples
Caltex & Chevron’s focus is on OEMs that influence the industry, maintain
the same value set as Chevron, and provide a good geographical and
product fit. Chevron currently has strong relationships globally with
the following key OEMs:
– Volvo (Volvo and Mack Truck, Bus,
Construction Equipment, and
Marine)
– PACCAR (Kenworth/Peterbilt, DAF,
Leyland)
– Mercedes Benz (Freightliner)
Standard sales
approach
Sales support tools
Sales presentation
& proposal samples
– Isuzu
– Dana (Dana-Spicer)
Sample letters
– Eaton
Calculators
– International
Sales literature
– Scania
OEM approvals
In addition, CGL has strategic intent on building relationships globally
with the following additional OEMs:
– Allison
– Hino
– ZF
Commercial Sector toolkit – for Caltex internal use only
Introduction and
Sales Process
continued
Product
demonstrations
Links and contacts
Section 2: Sales support tools
OEM approvals: Commercial Sector examples
Chevron’s partnership with Volvo is a good example of
two companies working together for a common goal.
Introduction and
Sales Process
Volvo is:
Standard sales
approach
– 81,000 employees
Sales support tools
Sales presentation
& proposal samples
– $28 USD billion annual sales revenue
Sample letters
– World’s #1 diesel engine builder
Calculators
– World’s #2 HD commercial vehicle assembler
Sales literature
– World’s #3 construction equipment company
OEM approvals
– Operating companies buying from us – Mack/Renault/Volvo Trucks, Volvo
Construction Company, Volvo Bus Company, Penta Marine Corp
– 47 manufacturing facilities world wide
We have business with Volvo in every region where we operate... factory
fill, private label, brand products, etc
Commercial Sector toolkit – for Caltex internal use only
continued
Product
demonstrations
Links and contacts
Section 2: Sales support tools
OEM approvals: Commercial Sector examples
Volvo provides CGL value:
– joint writing the next generation construction equipment transmission
fluid (WB-102) specification
– joint development of the next generation fuel economy engine oil for Europe
– joint development of the next fill for life transmission fluid for on-highway
transmissions
– obtaining exclusive approval for several CGL products
– acknowledged globally as Volvo’s lubricant partner
– significant field test programmes underway
– key partner in new coolant development
Our partnership with Volvo provides a unique opportunity to grow
business based on exclusive product approvals and quick turn around
on non-exclusive product approvals.
Commercial Sector toolkit – for Caltex internal use only
Introduction and
Sales Process
Standard sales
approach
Sales support tools
Sales presentation
& proposal samples
Sample letters
Calculators
Sales literature
OEM approvals
Product
demonstrations
Links and contacts
Section 2: Sales support tools
Product demonstrations and procedures
Once your prospect has agreed to buy Caltex products, it is important to
concentrate on the conversion process.
The information in the following presentations will help you advise your
customer about changeover and maintenance practices:
Introduction and
Sales Process
Standard sales
approach
– Oil sampling procedure
Sales support tools
Sales presentation
& proposal samples
– Coolants Demonstration Kit
Sample letters
Calculators
– Using a Refractometer
Sales literature
OEM approvals
– Coolants changeover procedures (EE and NA versions)
Product
demonstrations
Links and contacts
Commercial Sector toolkit – for Caltex internal use only
continued
Section 2: Sales support tools
Product demonstrations and procedures
Oil sampling guide
When taking a sample of oil from an engine in service, for the purpose
of carrying out oil analysis, there are a number of measures and
procedures that will ensure that this is fully representative of the
bulk oil.
The ‘Oil sampling guide’ below fully explains the detailed process for
taking a true sample.
Introduction and
Sales Process
Standard sales
approach
Sales support tools
Sales presentation
& proposal samples
Sample letters
Calculators
Sales literature
OEM approvals
Product
demonstrations
Links and contacts
Oil Sampling Guide.doc
Commercial Sector toolkit – for Caltex internal use only
continued
Section 2: Sales support tools
Product demonstrations and procedures
The Coolant Demonstration Test Kit
The main objective of this kit is to deliver a visual reinforcement of the
performance of our premium coolants. It can also be used as a sales
and maintenance tool.
The kit alerts customers to the issues related to using only water in
their cooling systems and the impact this can have on their equipment.
Introduction and
Sales Process
Standard sales
approach
Sales support tools
Sales presentation
& proposal samples
Sample letters
Calculators
Sales literature
OEM approvals
Product
demonstrations
Links and contacts
Use this link to view the Coolant Demonstration Test Kit:
CoolantsDemoTestKit.ppt
Commercial Sector toolkit – for Caltex internal use only
continued
Section 2: Sales support tools
Product demonstrations and procedures
Using a Refractometer
Refractometers are simple, optical devices for determining the actual
concentration of concentrates in water. They are commonly used for
determining the concentration of engine coolants and soluble
metalworking fluids.
This presentation will enable you to make efficient use of this
measurement device (see link below).
Introduction and
Sales Process
Standard sales
approach
Sales support tools
Sales presentation
& proposal samples
Sample letters
Calculators
Sales literature
OEM approvals
Product
demonstrations
Links and contacts
Using a Refractometer.ppt
Commercial Sector toolkit – for Caltex internal use only
continued
Section 2: Sales support tools
Product demonstrations and procedures
Coolants changeover procedures
To ensure the maximum benefits associated with Caltex’s unique
extended life coolants it is important to ensure proper conversion of
the vehicle or fleet from a traditional product to Caltex’s coolant.
This information will help you advise your customer about changeover
and maintenance practices.
Introduction and
Sales Process
Standard sales
approach
Sales support tools
Sales presentation
& proposal samples
Sample letters
Calculators
Please note that you can find more about the coolant conversion process in
Standard sales approach: Activate and transition.
Sales literature
OEM approvals
Product
demonstrations
Links and contacts
CoolntChngovrPrcdure_EE.doc
CoolntChngovrPrcdure_NA.doc
Commercial Sector toolkit – for Caltex internal use only
Sales Process support
SECTION 2
Links and contacts
Commercial Sector toolkit – for Caltex internal use only
Section 2: Links and contacts
Commercial industry links
The following sites are very valuable resources for general global lubricants
industry information, market background and competitive intelligence.
Kline and Company:
Kline is a valued supplier of market intelligence and insight to Caltex.
Use this link to view the Kline website:
Standard sales
approach
Sales support tools
www.lubelink.com
Kline has also established a site for Caltex employees only. Use this link to access
this site, but remember this is for Caltex & Chevron employees only and you
MUST NOT allow anyone outside of Caltex access to the link:
www.klineonline.com
User ID: Chevron Password: oil2cpc
PFC Energy:
The PFC Energy website provides information on country and competitor profiles, key
market indicators and base oil dynamics for the global lubricants market:
www.pfcenergy.com
From the PFC Energy page, click on "client login" to enter the client site and select a service
from the "membership services" menu. User is automatically authenticated into site.
Commercial Sector toolkit – for Caltex internal use only
Introduction and
Sales Process
continued
Links and contacts
Commercial
industry links
Commercial Sector
contacts
Section 2: Links and contacts
Commercial industry links
Transportation companies, as well as equipment manufacturers have
websites and it is worth checking them occasionally for potential
information that could lead to a sales opportunity. It will also help you
increase your knowledge of the industry or a specific customer’s operations
and hence your own credibility.
Introduction and
Sales Process
Standard sales
approach
Sales support tools
Additional links can be found in the document below (external and Caltex
links) and will provide valuable information regarding:
Links and contacts
Commercial
industry links
–
the Commercial Sector in general
– our competitors
Commercial Sector
contacts
–
OEMs and their requirements
– regional-specific data
–
demand and trends information etc.
Useful links+addresses.doc
Commercial Sector toolkit – for Caltex internal use only
Section 2: Links and contacts
Commercial Sector contacts
The following file includes contact information for key Commercial
Sector colleagues (both global and regional) as well as other key global
support organisations.
Introduction and
Sales Process
Please contact the appropriate person if you have any questions or
require additional information.
Sales support tools
Standard sales
approach
Links and contacts
Commercial
industry links
Commercial Sector
contacts
Commercial Sector Contacts.xls
Commercial Sector toolkit – for Caltex internal use only
Section 3: Templates
Commercial Sector toolkit – for Caltex internal use only
Templates
Section 3: contents
PowerPoint templates
Master template and style
guidelines
Creating new Proofs of Performance
(POPs) and Customer Testimonials
POP and Testimonial content
templates
Word templates
Standard legal forms
Master templates
Commissioning a photo shoot
Commercial Sector toolkit – for Caltex internal use only
PowerPoint
templates
Word templates
Creating
new POPs and
Testimonials
Templates
SECTION 3
PowerPoint templates
Commercial Sector toolkit – for Caltex internal use only
Section 3: PowerPoint templates
Master template and style guidelines
A master PowerPoint template has been created with a fresh and exciting
look and feel. Use this template to ensure that your presentations are in
the Caltex corporate style.
PowerPoint
templates
Master guidelines/
template
There is also a supporting guidelines document that outlines:
Word templates
– type style and size
Creating
new POPs and
Testimonials
– use of imagery
– Commercial Sector colour palette
– styles for charts and graphs
Please note it is important that you refer to the
supporting guidelines when using the new
template. A sample presentation has also been
created using this template – see
Section 2: Sales support tools – Sales
presentation and proposal samples.
Use these links to view the master commercial PowerPoint template and guidelines document:
Template_Comm.ppt
PPTGuidelines_Commercial.ppt
Commercial Sector toolkit – for Caltex internal use only
Templates
SECTION 3
Word templates
Commercial Sector toolkit – for Caltex internal use only
Section 3: Word templates
Master templates
Two master Word templates have also been created – one that incorporates
a cover page and one that doesn’t. Use these templates to ensure that your
Word documents are in the Caltex corporate style.
A sample proposal has been created
Please note that anything on this template
using the master template (with a cover
that has been placed in the header or footer,
page) – see Section 2: Sales support
such as the logo, will appear ‘knocked-back’
tools – Sales presentation and proposal
on the live document, but will print to hard
samples
copy and PDF correctly.
Use these links to view the master Word templates:
CommTmplt+cover.dot
CommTmplt_No cover.dot
Commercial Sector toolkit – for Caltex internal use only
PowerPoint
templates
Word templates
Master templates
Creating
new POPs and
Testimonials
Templates
SECTION 3
Creating new POPs and Testimonials
Commercial Sector toolkit – for Caltex internal use only
Section 3: Creating new POPs and Testimonials
Creating new POPs and Testimonials
It is important that we keep up-to-date with our POPs and Testimonials
and build a comprehensive database covering all possible application
areas.
To create new versions:
– complete the content templates (in Word)
– ensure that the customer signs all the required legal forms which
need to be stored in a safe place for reference
– if you need to commission any photography, please refer to
commissioning a photo shoot in this section
Please note it is crucial that the legal forms are signed by a legally authorised
signatory within the customer’s organisation, so that we have official approval to use
photographs and quotations.
Commercial Sector toolkit – for Caltex internal use only
PowerPoint
templates
Word templates
Creating
new POPs and
Testimonials
Content templates
Standard legal
forms
Commissioning
a photo shoot
Section 3: Creating new POPs and Testimonials
POP and Testimonial content templates
New POP and Testimonial content and design templates have been
created by marketing to simplify the development process.
Once complete, please send the materials to your marketing manager
or designated point person to incorporate into the new Testimonial
design template, and add to a database.
Please note that once a Testimonial is complete, they should also be sent along with
a copy of the original artwork, high resolution images and rights information to
Marketing for archiving.
Use these links to view the POP and Testimonial content templates, and guidelines document:
POP & Testimonial Guidelines.doc
POP content_tmplt.doc
Testimonial content_tmplt.doc
Commercial Sector toolkit – for Caltex internal use only
PowerPoint
templates
Word templates
Creating
new POPs and
Testimonials
Content templates
Standard legal
forms
Commissioning
a photo shoot
Section 3: Creating new POPs and Testimonials
Standard legal forms
The Customer Release Agreement must be signed by an Authorised
Representative of the customer when preparing new POPs and
Testimonals.
–
Customer Release Agreement [Customer Release Agreement.doc]:
Required when a third-party (i.e. a customer) gives his/her opinion and/or
quote regarding Caltex products or services which we will use in advertising
or marketing materials, or where a customer allows Caltex to use an image
owned by the customer in Caltex’s Marketing material.
Commercial Sector toolkit – for Caltex internal use only
PowerPoint
templates
Word templates
Creating
new POPs and
Testimonials
Content templates
Standard legal
forms
Commissioning
a photo shoot
continued
Section 3: Creating new POPs and Testimonials
Commissioning a photo shoot
In the event Caltex hires a contract photographer, even when working
through an agency, please use the following process:
1. Review photographer's qualifications/background and ask for references within
Caltex, if possible.
2. Authorised Caltex manager prepares a photography brief and agrees the content
with the photographer:
Word templates
Creating
new POPs and
Testimonials
Content templates
Standard legal
forms
– Caltex Photography Brief.doc
3. The photographer MUST be given a copy of Caltex’s Photography Standard and
sign a Deed of Assignment of Copyright:
– Caltex Photography Standard.doc
– Deed of Assignment of Copyright.doc
Refer to the Corporate Affairs Intranet site for future updates of the above documents.
4. For photo shoots at a Caltex facility, photographer must be accompanied by a
Caltex employee at all times.
Commercial Sector toolkit – for Caltex internal use only
PowerPoint
templates
continued
Commissioning
a photo shoot
Section 3: Creating new POPs and Testimonials
Commissioning a photo shoot
5. A general customer release form is required from each individual (employees,
contractors, or non employees) that appear in any photograph or image whether
the photograph or image will be used internally or externally:
PowerPoint
templates
Word templates
– Customer Release Agreement.doc
6. The responsible manager should complete an SPSA checklist before proceeding
with the photoshoot:
Standard legal
forms
– Caltex Photography Film/Video SPSA Checklist.doc
Please remember that photo release forms should reside with Caltex and not with the
contractor, as all photos of Caltex operations are the property of Caltex.
Use these links to view the legal forms that you will require when commissioning a photo shoot:
Caltex Photography
Standard.doc
Caltex Photography
Brief.doc
Photography SPSA
Checklist.doc
Customer Release
Agreement.doc
Commercial Sector toolkit – for Caltex internal use only
Creating
new POPs and
Testimonials
Content templates
Photography Copyright
Deed.doc
Commissioning
a photo shoot
We hope this information helps strengthen your personal
"Performance Advantage" in your local market.
Your feedback on how we can supplement and enhance this
toolkit is welcome. Please send your comments and suggestions
directly to your Commercial Marketing Manager for consideration.
Good luck and good selling!