Conversation with Dede Patmawidjaja, CEO Castrol Indonesia
What can you see from nowadays lubricant industry in Indonesia?
It is now exciting times for the lubricant business in Indonesia. We probably can see in Jakarta, as well as in other cities, how the market potential is increasing every year. Moreover, we can see clearly how the lubricant market has increase significantly by simply walking through to the garage, oil shops, and car and motorcycle showroom.
Considering the number of new vehicles in our street now, we can conclude that the lubricant industry in Indonesia is growing and will continue to grow. The number of motorcycles in Indonesia will increase by more than seven million units every year; whereas the number of new cars will increase by almost one million units every year.
As the market grows, of course, the competition will also become more stringent. All of this is of course good news for consumers as they will have more choice.
How about Castrol opportunities amid hustle competition of lubricant industry players in Indonesia?
Castrol is one of the pioneers in the lubricant world with experience for more than a hundred years all around the world. Considering this experience, I believe our capabilities to face all challenges in the years to come. Moreover, our ability to create superior products –proven not only in the laboratory, but also in the field, in the air, in the sea, and on the circuit– builds my belief more. Our more-than-10-year presence has of course influenced Indonesia’s automotive industry.
We hence think that there is no way for us to be able to succeed without our partners and of course our customers. Our focus is to show interest in their wellbeing, making our customers and partners able to distinguish us from others.
What about the consumers’ view about the lubricant industry today?
Today consumers are much more demanding in matters of product information as well as the value gained from the products they buy. I think this is not just happening in the lubricant industry but also other industries as well.
More and more consumers want to know what they are buying in detail and what the difference or superiority of our product vs. other similar products. While in lubricant world, the situation is compounded by the automotive industry’s development.
As mobility and technology used in modern vehicles are getting more complex, old-tech oil can no longer properly reduce friction in engine system. The best oil should be in accordance with vehicle type, engine system, fuel used, and the way people carry the vehicle. If there is growth of smart phone in hi-tech communication world, the lubricant world needs “intelligent oil” now. For this reason, value-added oil demand hence gets increase.
(Selebihnya bisa dibaca di Majalah Marketeers edisi Januari 2011)
