Marketing Strategy for the icecream sector

e to be resolved timorously as they may cause costly breakdowns. The mines also do not want to take responsibility for resolving lubricant related problems so they demand that the suppliers be responsible for this task. This can only be achieved by having sales people who not only service the accounts but who also meet the technical needs of the customers over and above the supply function. Having sales people who are technically proficient, can assist in making the customer appreciate the fact that Caltex products are better than those of competitors. The sales people must monitor customer lubrication practices and also offer training on the correct lubrication practices. The sales people must also participate in the overhauling of equipment, which will give them the opportunity to point out minimal wear on the various components of their machinery which is due to using a superior product. All the sales people in the Lubricants Business Unit are from a technical background and should do the entire product support functions independently. They can all carry out on site oil analysis and thereby solve most queries on product contamination and fuel oil dilution, which are very common problems. The idea is for a sales person to be able to acquire a new account, carry out a full lubrication survey on all the equipment and attend to all technical queries that might arise. The sales person can therefore single handedly handle all the product support functions.10MISSION10.1VALUESIntegrity in our relationships – with our customers, government and colleagues.Respect for the individual.Respect for cultures the environment and society.“By fulfilling the above mission and values, Caltex seeks to establish itself as the brand of choice.” 11OBJECTIVESTo establish Caltex as the brand of choice as the market realises and appreciates the extraordinary quality of their products.Maintain ...