MJL Bangladesh LimitedMobil House CWS (C) 9, Gulshan - 1 Dhaka 1212, Bangladesh.Tel: +880-2-8813597/98, Fax: + 880-2-9885269
www.mobilbd.com
Welcome to MJL Bangladesh Ltd.Presented By:
Mahmud Hasan AhamedSenior Executive-Field MarketingMJLBL
MJL Bangladesh Limited
www.mobilbd.com
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MJL Bangladesh Limited (formerly Mobil Jamuna Lubricants Limited) is the joint venture company between state owned Jamuna Oil Company and EC Securities Limited (subsidiary of the East Coast Group).
The journey of blending world-class lubricants in Bangladesh started in 1998 when Mobil Corporation (after the merger known as Exxon Mobil Corporation) decided to set up Mobil Jamuna Lubricants Limited in partnership with the state owned Jamuna Oil Company Limited
An Overview of MJL Bangladesh Limited
MJL Bangladesh Limited
www.mobilbd.comAn Overview of MJL Bangladesh Limited
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MJL Bangladesh Limited envisioned that Bangladesh would be one of the few countries in the region to blend high quality lubricants. Accordingly, it commissioned a state-of-the-art Lube Oil Blending Plant (LOBP) - the first of its kind in the country - in May 2003.
Since then the production of this plant and marketing activities of MJL Bangladesh Limited have expanded greatly.
MJL Bangladesh Limited
www.mobilbd.com
4
• Engine Oils• Transmission Fluids• Gear Oils• Greases
• Diesel Engine Oils• Gear Oils• Hydraulic Oils
MarineMarine
• Piston Engine Oils• Jet Turbine Oils• Aviation Hydraulic Oils• Greases
AviationAviation
IndustrialIndustrial
• Diesel Engine Oils• Powertrain Fluids• Greases
Commercial VehiclesCommercial Vehicles
Passenger VehiclesPassenger Vehicles
Strategic Alignment with Exxon Mobil
MJL Bangladesh Ltd is supporting all segments with quality lubricants.
MJL Bangladesh Limited
www.mobilbd.com
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MJL Bangladesh Limited
www.mobilbd.com
Products and Services
• Lubricants:
1. Automotive2. Industrial3. Marine & Aviation
• Grease:
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MJL Bangladesh Limited
www.mobilbd.com
Technical Supports & Services:
Complete & Appropriate Solution:
1. Information Center at Door Step2. Machinery Lube Survey & Consolidation3. Training Seminar on Lubrication4. Joint Investigation/ Trouble Shooting5. Used Lube Oil Analysis6. Interpretation/Recommendation on Oil Analysis Result7. Benefit Reports to Upgrade Service
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MJL Bangladesh Limited
www.mobilbd.com
Business Strategies: LOBP Operations
Base Stocks Quality Check
(1)
Base Stocks Quality Check
(2)
Additives Quality Check
(3)
Blended Lubes Quality Check
(4)
Blended Lubes Quality Check
(5)
Blended Lubes Quality Check
(6)
VesselBase Stock Tanks
ILB (Blending)
EM Supplied
EM Supplied Additives
Filling LaboratoryStoring & Delivery
Delivery to Customers
Formulation Control & Quality
Check
ExxonMobil Supervision
& Control
MJL Bangladesh Limited
www.mobilbd.com
Distribution Channel:
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Plant
Warehouse JOCL
Regional warehouse
Industry Wholesaler
Retailer LCC/IW
End-user
Govt. Organizations
Filling Stations
Dealers
MJL Bangladesh Limited
www.mobilbd.com
Sales Operations: IL & Automotive
1. Wholesale/ Retail and Workshop point visit regularly.
2. Follow up distributor’s sales people’s sales performance.
3. Communication and activation of trade offers in market.
4. Ensuring the yearly target achievement of our distributor.
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MJL Bangladesh Limited
www.mobilbd.com
Business StrategiesMarketing & Branding Activities :
1. Best Wholesaler Recognition Award2. Retailers promotional Program3. LCC Mechanics Awareness Program4. Competitors Activity analysis5. Road shows/ Customer Clinic/ Technical Seminar6. Mobil Cup Golf Tournament7. Mobil 1 – Live the Brand Experience Program
( MTC Visit)8. Mobil 1 Club Loyalty Program9. Mobil 1 The Grid on TV Channel of Bangladesh10. Rally cross - The First Motor Sport in Bangladesh11. Participation at US Trade Show12. Joint Promotion Program with Prime Bank Limited13. Consumers Promotion Program ( Talk-Time Offer,
Buy 1 Get 1 Free)
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MJL Bangladesh Limited
www.mobilbd.com
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Push Coach-2
Coach-1
Coach-3 Coach-4
Find the presence gaps and Monitor sales target
to achieve specific volume
Retailer Segment Target based Offer
Initiate Loyalty
Program
Mobil 1 Club
Pull
Key Product Based Target for Sales Team and Announce Rewards
Increase Product Awareness
through Outdoor Branding
Safety Awareness for Motorcyclist
Push & Pull: A Strategic Approach
MJL Bangladesh Limited
www.mobilbd.com
Challenges & Threat:• Customers are not aware of lubricants.
• Adulteration of Lubricants.
• Low quality product imported from middle east.
• Wholesalers prefer to sale low quality products due to high profit margin.
• Uneducated workshop mechanics.
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MJL Bangladesh Limited
www.mobilbd.com
Solution to challenges:SPIN Model
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Situation Questions
Problem Questions
Implication Questions
Need-payoff Questions
. Facts/data
. Neutral
. Dissatisfaction or Difficulties
. Feelings & Concern
. Consequences/Effects of Problems
. Increased seriousness of Problems
. Solutions & their Value
. How a solution can help
MJL Bangladesh Limited
www.mobilbd.com
Sales Pipeline Process:
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Prospect Identify Needs
Formulate Offer
Negotiate to
Close
Manage Implemen
tation
Deliver on
Commitments
Expand Relation
ship
Stage-1 Stage-2 Stage-3 Stage-4 Stage-5 Stage-6 Stage-7
MJL Bangladesh Limited
www.mobilbd.com
Thank You
Slide 16
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