yed on the packaging so that people are drawn into reading it. While most people are not interested in lubricants, they can see that a product that comes highly recommended by most OEM’s must be a good product.Another marketing tool may be the use of testimonials from other customers that feel that they have attained value from Caltex. This can be done on videos and testimonial letters that are used when making presentations to prospective customers.More aggressive advertising of their superiority in the cutting oils sector should be embarked upon. The adverts can be placed in print media such as Engineering News, Fleet watch, and Auto Engineering.14.4Place/ DistributionBy improving the distribution network and also increase customer care , sales will also be increased, this can be achieved by ensuring that the distribution channels are sufficient to service all potential buyers. Although the current distribution network is good and has outlets in all-major centres, i.e. in Johannesburg there are three depots (Alrode, Benoni and Krugersdorp), it has been found that they are not enough to effectively service all potential buyers Its imperative to identify the most commonly used industrial products, select a few strategically positioned service stations, which would carry industrial stock on behalf Caltex and get a handling fee. When a customer calls to make an enquiry about a product they would then be directed to the nearest service station that carry both stock of automotive and industrial products.Its recommended that better co-ordination between manufacturing, distribution and sales is established so as to ensure that customer needs are met and that the expected level of service is achieved.A customer service centre has to be established so that better customer service can be achieved. The aim is to ensure that with a single phone call, customers can have all their needs met in terms of account queries, technical support...