Market Entry for a Lubricant Company to Australian Market

Indonesian lubricant company enters Australia market.

Strategy Operations Marketing

Client

A leading lubricant company in Indonesia.

Issue

The client was looking to enter the Australian market both in the B2B and B2C segments in the passenger, commercial, and industrial segments - but they have no presence and relations yet with local distributors. 

Approach

Through extensive primary and secondary research, YCP Solidiance developed a very detailed roadmap of the value chain and the relevant stakeholders in each step. Starting with import and distribution strategy, a clear plan was developed in order to maintain costs low in order to offer distributors a competitive price that would make the client accessible and attractive to end-consumers. YCP Solidiance identified and engaged distributors in all major states in Australia for both the Automotive/Commercial and Industrial segments. Also, YCP Solidiance developed a detailed strategy for the retail segments including marketing, sponsorship and other forms of product exposure to generate awareness and attract new customers.

Engagement ROI

The client's products are now distributed throughout Australia and across market segments. They are expected to reach their goal of 3M litres in the next 12 to 24 months.

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