Castrol worldwide
Castrol began expanding its business outside the U.K in the early twentieth century. The expansion began in Europe reaching out to the more advanced countries that are making use of the new technology and have developed their own engines. The company did not commence expansion until after the first world war where machines where used in large numbers and in extreme conditions, hence the excellent performance of the lubricant was recognised. As Europe and America accepted the use of these machines, greater demand was made by eager customers. Realising the huge market potential and the need to satisfy the large upper and middle class who have found it a more convenient way to travel, the company opened new offices while retaining its headquarters in Pangbourne, U.K.
There was then need to reach out to more prosperous countries across the world such as those in the British colonies like India and South Africa. The Indian office opened in 1910 but did not start operation until 1919 while the South African branch commenced business in June 1929 and Mexico in the 1960s. By 1968 Castrol products were on sale in more than 140 countries.
Burmah Castrol announced in 1997 that it aims to reorganise its global business, covering the commercial, consumer, marine and industrial markets. They added that the consumer market has a huge potential and growth as well as in other sectors especially in the developing economies.
Castrol partners with leading manufactures in the original equipment manufacturer (OEM) in the motor industry and other related sectors across the globe. The partnership ensures both organisations take part in the improvement of the global performance of the brand leading to satisfaction of the customer.
The company is currently the strategic partner in lubricants for Jaguar cars Ltd, Volvo car corporation, Aston Martin, Land Rover and a world leading manufacturer of construction equipment. To strengthen its brand image across the world, the company associates itself with sponsorship of motor sport and other global sporting activities such as the FIFA World cup, UEFA and cricket competitions.
With operations in over fifty five countries across the world and sales to more than one hundred and fifty focussing on the brand value and customer needs, the company is well positioned for maximum profit and future success.
Monday 15 October 2012
Castrol Logo
In developing a brand strategy the logo is a critical element to consider, it is the image embodying an organisation. Throughout the company’s marketing campaign, logos are designed to bring to the consumer’s memory the company image thereby attracting the attention of the customer. A logo should be consistent, memorable and versatile displaying to the audience what the brand represents. A Logo is an important consideration after a brand has been established, in other words after all plans had been done for the business take off. Marketing strategy will then be applied which includes a logo, depicting the corporate identity the company.
The Castrol logo represents simplicity and strength yet easy to remember with its mixture of dark green, red and white. The first Castrol logo was unveiled to the public in 1917; it was rectangular shaped, the name Castrol written in red, while Wakefield and motor oil were written in white on a green background. In 1929 a new logo was designed with the word patent added, however, the green background was replaced with white, the Castrol name was still written in red, a new word ‘patent’ was included, written in white over a red background while the words Wakefield and motor oil are written in green, the colour black was added to the logo covering the outer wall of the rectangular box.
A new logo designed in a circle was designed in 1946 to replace the rectangular one. The circle was on green background over a white surface, while in the centre of the circle the Castrol name was written in red, the words Wakefield, patent and motor oil were written in black over a white ‘L’ shaped background. In 1958 a new logo was introduced, this time the black circle was removed leaving the green circle and the white arrow shape. The word Castrol was written on red and placed on the white background. This time around the words Wakefield and motor oil were removed leaving just the Castrol name standing boldly.
By 1968 the company designed a new logo with just the name Castrol written in red on white background, the green circle was retained while a green square was put over a white background. On its 100 years anniversary a new logo was developed showing Castrol in red with the one hundred in red and green, a red and green ribbon crossed one of the zero’s while the one hundred seemed to be moving fast. At the bottom was a small square shaped logo of Castrol written in red over a white and green background, the words ‘lubrication solutions since 1899’ was written on black ink.
By 2001 a new logo was unveiled, this time around the name Castrol was written boldly in red over a white background replacing the green, the green circle and the ‘L’ like letter in white were placed besides the Castrol word while a green line surrounds them. In 2006 the same image was created but the bright red was replaced with a darker one.
Castrol now and then
In the early nineteenth century the only means of road travel was the railway, stagecoach and the horse, while the steam engine provided an alternative for water travel. At the later stage of the century, internal combustion engines were invented to give way to modern engines used in different machines thereby creating demand for lubricants for the thriving industry.
At this stage in 1899, an entrepreneur named Charles Cheers Wakefield formed a company with eight of his colleagues and named it C.C. Wakefield and Co., Concentrating mainly on sale of oils for the railway. The new company had only a handful of staff with three rooms in which to operate its business. Incidentally, in 1909 cars used in British roads were nearing 50,000, motor cycles were around 35,000 while aeroplanes were been tested. This was the time Castrol oil was invented by mixing castor beans ingredient as its most important features which was named ‘Castrol brand’.
The special quality of the lubricant was it could remain fluid at operating temperatures way below -26 deg.F where other standard oils would have become too thick to be of any use. This was valuable for aircrafts from the war years that move to high altitudes hence securing the smooth running of their engines to meet the needs of the time, moving from a vegetable oil based product to a mineral base.
The desire for speed by these new machines caused the need by drivers on land, air and sea to break world records thus nearly all successful record achievements used the Castrol lubricants for their engines. Further improvement to the engines made enhancement of the brand with the introduction of Patent Castrol in 1935 heralding the first generation of what was termed ‘lighter oils’.
Since the creation of the company it had been privately owned, without an heir to carry on with the business lord Wakefield’s death in 1941 created commercial problems for the company. The only alternative was to turn C. C. Wakefield and Co. into a public company completing the transformation in 1943. Now a public company with even more success in engine lubrication, the name changed to Castrol Ltd in 1960. In 1966 Castrol was purchased by a British company called Burmah Oil Company.
Unfortunately, Burma oil did not perform so well having been affected by the global oil crisis of the 1970s, to bail it out the bank of England acquired its BP shares. Burmah oil and Castrol became part of BP group in the year 2000 with Castrol retaining its name while Burma oil folded into the group.
Castrol was a pioneer in marketing, using record breaking sporting activities to advertise the quality of the lubricant even from the early twentieth century. The company sponsored sporting events from automobile, motor cycles, speed boat racing and air travel bringing unprecedented sales and awareness.
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