Issue 22 - Technical Expertise: The formula for success

This issue explains how strong technical expertise and supporting service is an essential element to be successful in the industry

FOREWORD: Technical Expertise - The formula for success

2009 was a difficult year with many of the big companies succumbing to the financial pressures of an erratic business environment. Given this turbulent situation, it is a credit to the passion and drive of the people worldwide who represent the Gulf brand that it not only remained strong but even grew. However this brand strength is not only down to the people, it is also backed up by the operations, portfolio of products and most importantly the technical expertise that underpins the Gulf proposition.

Remaining at the forefront of technical innovation is essential for the saleability of the brand worldwide. Whilst the motorsport programme has been building awareness and value for the brand through a winning association, the product range has been constantly evolving and reacting to meet the demand of its customers across the world.

Technical Expertise - an essential ingredient

The product management team (based in Mumbai), has expanded the range to meet the customer demands from all quarters of the globe. As well as regularly releasing new products for production for Gulf affiliates to sell, the team has sought to justify and win support from the major OEMs, in the form of written product recommendations and approvals. Product requests, or enquiries about applications and how to solve problems, are received and answered on a daily basis by the team. The Gulf Oil International website is also being used more and more, to provide important product information and so is fast becoming a reliable and readily accessible source of information to assist all staff engaged in promoting and selling Gulf products. In-depth product knowledge is key to the successful marketing of oils. As well as product development and support, the Gulf Technical Team provides assistance on technical services such as Oil Analysis and equipment failure diagnosis.

In 2010 the work on new products and support services will continue to support the ever-expanding network of Gulf affiliated businesses. Climate change, caused by the use of energy (particularly combustion of carbon-based fuels), will continue to put pressure on all for technology changes. These will, of course, affect our industry and in Gulf we are actively seeking to make our contribution; e.g. with new fuel-efficient and catalyst compatible engine oils. We have every expectation that our current and future partners will relish in taking these products to the market. After all, every little helps in the drive to mitigate man's impact on the environment.

Aston Martin Racing - striving for victory with Gulf in 2010

In 2008, supported by its shareholders, Gulf entered into an agreement with Aston Martin Racing for a three year umbrella sponsorship of the team for Le Mans. The decision was made to offer the Gulf brand an international platform not only to increase brand awareness but also to provide distributors with a sponsorship that could be leveraged locally. The team has so far been very successful, having won the GT1 Category at Le Mans in 2008 and the Le Mans Series in 2009, and we are now proud to announce that in 2010 the light blue and orange cars will be once again be pushing for outright victory in this legendary race. There will also be some additional races taking place throughout the year (detailed later in the issue), that will help to bring the brand to new markets and offer additional options for local distributors to use the association for the benefit of their local businesses.

Looking forward with courage and optimism

If many business analysts are to be believed we are heading out of the storm, however there is a note of caution, that we should not be expecting the world's business environment to reflect that of the boom period up to the end of 2008. Having said that 2010 should be viewed with great optimism and as the recovery starts to take hold, many opportunities will present themselves. This means that businesses that are in the right shape to take advantage will grow. Whilst the past 18months has been about stability, the next should be about growth and development. What is clear is that the stability and strength of the Gulf brand, its operations and its technical innovation will continue to make the orange disc shine.

Wishing you a prosperous 2010!!

By Sam Cork - Global Brand Manager