Motul and Ipone's Strategy for Tapping into the Premium Oil Market in Indonesia

KatadataOTO – The motor vehicle lubricant market in the country is still lucrative for manufacturers. The population of gasoline-powered cars and motorcycles in the country continues to grow.

The oil market itself is divided into several segments to determine target consumers. Motul and Ipone are manufacturers that position their products in the upper, or premium, segment.

However, when both products (Motul and Ipone) enter the same segment. Motul Indonesia must devise a clever strategy so that each can compete healthily.

“Motul actually already has a short, medium, and long-term blueprint. We continue to build the brand, because in the premium segment, brand strength is very important,” said Welmart Purba, National Sales Director of Motul Indonesia in a press release (22/03).

Photo : 123RF

According to him, every event for the Motul brand always targets the premium level. Not without reason, they want to get the same perception in all aspects.

Then, the strategy for Ipone itself is said to still be in the study phase. This French lubricant brand has arguably just joined the management of Motul Indonesia.

“When there are 2 products in the same segment, it means it's a bit difficult to decide. Especially since Motul is already accepted in the premium segment,” explained Welmart.

Furthermore, it was stated that as a distributor, they are currently determining the target end-user. Because both are in the premium class, there is an opportunity to insert Ipone into a similar scope.

Furthermore, it was stated that Motul Indonesia does not prevent competition between the two brands. It is even considered to be able to support significant business growth.

Photo : Courtesy

For your information, Motul lubricants are formulated using ester, HC Tech, and Technosynthese technologies. The above formulation is claimed to enable their products to deliver high performance while protecting the engine.

Meanwhile, Ipone Oil uses 100 percent synthetic with Ester technology. It is also claimed to improve acceleration, reduce friction, and keep the engine clean.

Motul Indonesia itself often holds sharing sessions to discuss future strategies. Thus, an optimal synergy is created in strengthening the positioning of both brands.