2011 Training Session

1.0 Global Volvo Oil Program Overview 6.0 Volvo Oil advantages

EM Energy Demand Outlook
Brand added Value

Commercial Vehicle Lubricants Market
Unique testing

Volvo & ExxonMobil Alliance

Strategy 7.0 Product Data Sheet (PDS)

Tool for recommendation
2.0 Lubrication Basics
Understanding a PDS

From crude to finished Product

Components 8.0 Dealer business analysis

General principles
Current Situation

Recommendation
3.0 Worldwide CVL Specifications
Proposed Strategy
Current Complexity

Euro & Tier 9.0 Selling Tools

API & ACEA & OEM specifications
Volvo Oil leaflet

PDS
4.0 Engine technology & Emission reduction

Marketing

EGR . SCR

Volvo related Technology
10.0 Action Plan
5.0 Volvo oil product line
Key Questions to ask

Product Line
Next Steps

Grease Manufacturing

Lube charting by equipment

Summary
6.0 VOLVO Oil Advantages

Brand Added Value

Unique Testing
Brand Equity
 Brand Equity

How do we rank the best 100 brands in the world ?

FINANCIAL PERFORMANCE
Financial performance measures an organizations 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 ?

Secure performance machine operation

Reduce cost related to poor quality and machine down time

Complete solution provider

Generate additional business/revenue to Volvo dealers

Brand builder

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

Long Term Sustainable PREMIUM Brand

Consistent with all the VOLVO Values

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 worlds best known and one of the companys 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 Laboratory

Rig tests tests
 Volvo Oils Unique Testing

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

Specific Volvo tests in Piston Deposit Control test (D12D)
Engine Oil
addition to those required Drain Interval test (D9B)
to meet Volvo, API or ACEA spec. Wear Protection test (D-Test)
Hydraulic Oil

Volvo performs unique testing Kawasaki Pump Test (Korea)
Axel Protection/Braking Perf. test
Transmission and
Wet Brake Oil Faster Driving Speed Field tests
(A35E AH and L60F WL)

Fail
Industrial
test limits
(API - ACEA)

Basestock Additive Competitive

Selection Selection Oil
Pass

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

 They provide optimized driving and

operating performance

 Volvo Oils are the best choice for lower

operating cost