Volvo Oil Training Program - Module 6

2011 Training Session 1.0 Global Volvo Volvo Oil Program Overview Overview  EM Energy Demand Outlook  Commercial Vehicle Lubricants Market  Volvo & ExxonMobil Alliance  Strategy 2.0 Lubrication Basics  From crude to finished Product  Components  General principles 3.0 Worldwid Worldwide e CVL Specificatio Specifications ns Current Complexity  Euro & Tier  API & ACEA & OEM specifications 4.0 Engin Engine e technology technology & Emission reduction reduction  EGR . SCR  Volvo related Technology 5.0 Volvo oil product product line line  Product Line  Grease Manufacturing  Lube charting by equipment  Summary

6.0 Volvo Oil advantages advantages  Brand added Value  Unique testing 7.0 Produ Product ct Data Sheet Sheet (PDS) (PDS) Tool for recommendation   Understanding a PDS 8.0 Deal Dealer er business business analysis analysis  Current Situation  Recommendation  Proposed Strategy 9.0 Sel Selling ling Tool Tools s  Volvo Oil leaflet  PDS  Marketing 10.0 10. 0 Ac Actio tion n Plan  Key Questions to ask  Next Steps

6.0 VOLVO Oil Advantages

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Brand Added Value

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Unique Testing

Brand Equity

Brand Equity How do we rank the best 100 brands in the world ? FINANCIAL PERFORMANCE Financial performance measures an organization’s raw financial return to the investors. For this reason, it is analyzed as economic profit, a concept akin to Economic Value Added (EVA). ROLE OF BRAND Role of brand measures the portion of the decision to purchase that is attributable to brand BRAND STRENGTH Brand strength measures the ability of the brand to secure the delivery of expected future earnings.

• Brand Value exceeds Billions of dollars ! • Global Companies: 1/3 of their sales as genuine part at least Have distributors in main zones worldwide • Have marketing and financial information available and visible for the final consumer

TOP BRANDS

Brand Equity

It is VOLVO branded Oil ! We can sell more

 VOLVO Brand has a superior value versus other competitive brands available on the market

Why Volvo Branded Oils ?

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Secure performance machine operation

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Reduce cost related to poor quality and machine down time

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Complete solution provider

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Generate additional business/revenue to Volvo dealers

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Brand builder

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 Volvo Oils are the best assurance for long lifetime of Volvo

components 

 Volvo Oils are a warranty for trouble free operation under all

working conditions 

 Volvo Oils are the best choice for lower operating cost

The Volvo Brand

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Long Term Sustainable PREMIUM Brand

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Consistent with all the VOLVO Values

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 Volvo is one of the worlds best known and most respected

brand names. 

It represents the core values of quality, safety and

environmental care. 

Our success lies in the ability to ensure that the Volvo

brand remains distinct and differentiated.

The Volvo Core Values

 Volvo Core Values match perfectly Volvo Oils Performance and Positioning

Quality

Safety

Environment

The Volvo Brand Competitive Edge

 Volvo is one of the world’s best known and one of the company’s most valuable assets. 



Specifically, a strong Volvo brand offers many competitive advantages:

 – It boosts consumer confidence, encouraging them to buy Volvo products.  – It enhances consumer satisfaction and loyalty.  – It offers economies of scale in communication and marketing programs.  – Product prices are based on their added value.  – It reduces vulnerability to competitive attacks.

 Volvo Oil Unique Testing

 Volvo Needs Commercialization

Development

(base oils and additives selection)

Field tests Rig tests

Laboratory tests

 Volvo Oils Unique Testing No other Oils are submitted to such rigorous Volvo testing (see table) : 

Specific Volvo tests in addition to those required to meet Volvo, API or ACEA spec.

 Volvo

Engine Oil

Piston Deposit Control test (D12D) Drain Interval test (D9B)

Hydraulic Oil

Wear Protection test (D-Test) Kawasaki Pump Test (Korea)

performs unique testing Transmission and Wet Brake Oil

 Axel Protection/Braking Perf. test Faster Driving Speed Field tests (A35E AH and L60F WL) Fail

Basestock Selection

Additive Selection

Industrial test limits (API - ACEA)

Pass

Competitive Oil

Volvo Testing Fail Pass

Volvo Oil

ONE Brand … ONE quality…   Globally 

 Volvo

Oils are the best assurance for long lifetime of Volvo components  Volvo

Oils are a warranty for trouble free operation under all working conditions

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They provide optimized driving and operating performance

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Volvo Oils are the best choice for lower operating cost