t presentations be made to stakeholders in the cutting industry, where the product capabilities can be highlighted. An idea might be to offer a 24 hour customer care service which might give Caltex the competitive edge. Another alternative could be to provide the cutting oil free for trails to the customer and only when the client is satisfied, with the performance of the oil, will payment be expected.The product range should be streamlined so that slow movers which are uneconomical can be removed. More focus should be placed on products that are doing well, like the PCMO's, HDEO's and industrial lubricants range, and more brand awareness should be created for these products.PCMO’s Caltex has the Havoline range, which caters from the lower spec to the highly specialised fully synthetic oils. The Havoline Energy has outperformed the competitor’s fully synthetic oils though it is a mineral based oil. HDEO’sCaltex has a comprehensive range of HDEO’s. It is the Delo range (diesel engine lubricating oil), which caters from running in oil to the highly specialised fully synthetic. It therefore caters for all individuals from high spec to low spec.Industrial lubricantsCaltex has wide range of industrial oils and greases that are well established within the mining sector. The Meropa range on industrial gearbox oils enjoys a strong position in mining. It has managed to resolve overheating problems in many instances.Caltex will have to embark on an aggressive promotional strategy running competitions through the service station network and the retail outlets. The competitions will be aimed at getting people to read more about Caltex products thereby creating brand awareness14.2PriceThe oil industry is very price sensitive. The strategy is to maintain the prices between the most expensive and the cheaper supplier also capitalise on selling a better product for less. In a price sensitive market such as the lubrican...
