In 1998, PT Castrol Indonesia was established to handle the castrol lubricant oil marketing throughout the country, and for the passenger car oil (PCO) just start to be focused at the beginning of 2007.

As one of the big four in the oil lubricants competition in Indonesia, PT Castrol Indonesia has the specific objective in 3-5 years later; it must occupy the second position in the competition, with 21% of market share at value IDR 694 billion. At this time, the company already achieved in 3rd position with year-toyear-to-date sales 5,040 kililiter at value IDR 223 billion.

Today, the company faces tough challenges. Based the research result, the customer's intention to buy is relatively still low. In order to reach its target, the company needs tp solve this problem immediately.

To solve the problem, the company needs to review and analyze the promotional programs was already run before in order to increase the performance in the future. In this case, there are two programs that the author believes it can solve the existing problems, because it has close relationship with the customer, cutting label and sales promotion girl.

From assessment result, the author believes, both synergy activities will increase the customer's intention to buy Castrol products, from two different ways.



Research Location : PT Castrol Indonesia



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