Over the last 3 years, the 4T scooter/automatic bike market has been growing rapidly. According to information at Kompas Cyber Media in September 9, 2006, since 2004 until 2006, market share of scooter automatic has increased from one percent in 2004 to three percent in 2005 and then moved up to six percent in 2006. The market share was computed based on the sales of all types of motorcycle including scooter in Indonesia.

PT Castrol Indonesia has just launch Power 1 Scooter in three areas, Bali, Jakarta and Bandung. Recently, there are no specific scootic lubricants except from OEM recommendation. By doing this, the market share of motorcycle lubricant of Castrol will be improve.

There are several objectives of launching Castrol Power 1 Scooter, first educate the scooter user by using Power 1 scooter the performance of engine keeps cool although it used in long endurance. Second, introduce trial and brand switching from OEM lubricant such as Federal and Yamalube to Power 1 Scooter. And third is to convince the mechanic workshop that using Power 1 Scooter, will increased power and performance the engine, with the scootec technology.

After done the launching at three cities in Indonesia, Castrol Indonesia need to develop, the promotion strategy for Castrol Power 1 Scooter. The study will analyze the appropriateness and effectiveness of the current promotion strategy for Castrol by applying marketing theories.



Research Location : PT Castrol Indonesia



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