MOBIL
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Q: Outline the history of your brand and progress made in the last year…
A: MobilTM has a rich heritage of over 150 years in the global lubricants market, underscored by its enduring presence across diverse applications and climates.
The brand earned its stripes over a century ago when the Wright brothers chose MobilTM to power humanity’s maiden flight, marking a significant moment in history.
MobilTM Lubricants cater to various industries and sectors including general manufacturing, automotive, marine, power and aviation. MobilTM’s flagship brand, Mobil 1TM, stands as the technology partner for elite racing teams such as F1, MotoGP and NASCAR teams – all of which place their trust in the brand.
MobilTM’s role as the technology partner for these premier racing teams underscores the attributes that define our brand’s strength in the lubricants market.
ExxonMobilTM, headquartered in the US, spearheads the manufacturing of MobilTM Lubricants while McLarens Lubricants serves as the authorised distributor for Sri Lanka and the Maldives.
Flourishing for over 25 years in Sri Lanka, MobilTM excelled under McLarens Lubricants, a subsidiary of the diversified conglomerate McLarens Group.
After liberalisation of the Sri Lankan lubricants market, MobilTM retained its position as one of the leading brands in the ‘finished lubricants importers’ category for over two decades.
In a sector where fairness is often compromised due to differing duties between local blenders and importers of finished lubricants, MobilTM has navigated attendant challenges successfully.
Despite an overall decline in the lubricants market over the past two years, MobilTM surged ahead to capture a market share of eight percent in the third quarter of 2023, a substantial increase from the previous year’s figure of 5.9 percent.
In the recent past, MobilTM achieved milestones in terms of raising brand recognition as one of the most trusted choices in the Sri Lankan lubricants market.
Upholding the brand’s integrity, MobilTM ensures that all product features and performance claims are supported by rigorous scientific data, building trust and fostering positive engagement.
Q: How are branding and brands affected by Sri Lanka’s economic outlook?
A: Several factors – including constraints on new vehicle imports, and slow growth in construction and special projects – adversely affected demand. However, an overall reduction in inflation, and interest and exchange rates, is anticipated to have a positive effect on price points and consumer purchasing power.
Q: In what ways should organisations maintain a balance between investments, innovation and financial performance against the backdrop of the present business conditions?
A: It is advisable for organisations to capitalise on current opportunities by investing in areas where they have a competitive edge. This includes considering market share, competitor offerings, consumer behaviour and established brand image.
By effectively showcasing these strengths to channel partners and consumers, and executing strategies with precision, organisations can enhance their financial performance.
Q: What is the brand’s impact on revenue and financial performance?
A: MobilTM, globally renowned as one of the world’s leading synthetic engine oil brands, has established an unmatched reputation in the automotive industry.
Leveraging MobilTM’s brand strength, McLarens Lubricants introduced innovative concepts such as McMart, AutoCare and MotoCare to Sri Lanka through a host of strategic partnerships with premier retail entities.
Through these initiatives, MobilTM not only boosts sales by directly reaching consumers but also enhances after sales service, fostering customer satisfaction and loyalty.
MobilTM’s strong brand recognition and loyalty among customers undoubtedly contribute to driving our financial success, and the ability to retain market share in an intensely competitive field.
Q: How does MobilTM engage in social media branding and advocacy?
A: Social media is a powerful tool when it comes to engaging with consumers. Given the technical nature of our products, consumers often turn to social platforms to gather insights before making purchase decisions.
In response, we prioritise delivering accurate information and actively engaging with our audience.
We actively encourage consumers to share their experiences and insights, fostering dialogue with channel partners and opinion leaders, recognising that this collaborative exchange of knowledge is essential in our brand building efforts, to enhance reputation and foster trust.
Telephone: 4967474 | Email: info@mclarenslubes.lk | Website: www.mclarenslubes.lk
