Responding to a changing marketing environment
A Castrol case study

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Page 2: Building on Castrol's heritage

On the 19th March 1899, Charles 'Cheers' Wakefield set up an oil company in England. Ten years later, he produced a new lubricant that would revolutionise transport in the first half of the twentieth century. He called the new oil Castrol. To this day this name is synonymous with premium quality, high performance and leading edge technology in lubrication. (see positioning map below).

The success of Castrol owes much to the original philosophy of its founder. Charles Wakefield drew on the help and encouragement of his customers in developing his new Castrol Oils because he had the foresight to see that working in partnership was the best way to achieve success for both parties.

This case study shows how Castrol continues with this tradition of having a marketing focus so that it is best placed to meet the challenges of a dynamic global marketing environment. By identifying market trends Castrol is able to build on its specialist expertise as a dedicated producer of oils to apply the latest technical developments to giving customers the best possible product.

Castrol | Responding to a changing marketing environment