On March 28, 2012, Polylog CG together with the World Refining Association Clarion Events helped in the organization of the marketing workshop “Successful development and promotion of the final product in the global lubricant market”. The event was held as part of the Fifth Annual Conference “Base Oils and Lubricants in Russia and CIS.” During the whole day marketing professionals, leading experts and analysts shared their experiences with the audience of how to win consumers' preferences, build a brand and implement marketing communications in the company.

Pavel Maluyev's Report

Managers and marketing directors from European and Russian companies including Gazprom Neft — CM, Bashneft, VNII NP, AXEL CHRISTIERNSSON, METALL-CHEMIE GMBH & CO.KG, PANOLIN International, Addinoll, BASF JSC, MOL-LUB Russ and OIL REFINERY MODRICA attended the workshop.

The Lubricants Marketing Workshop was held for the first time ever. It was organized at the request of the participants in previous forums. Its urgent character is caused by a growing activity of national brands of automobile oil and international producers’ interest in entering the Russian market.

Competition in the lubricant market is steadily growing. The task of winning the race in consumer preferences is getting more challenging day by day. The success of marketing activities is key to the future of enterprises.

The session “Brand as a basis of communication with consumers — lubricants marketing” was held by Ptukha Anastasia, Candidate of Physical and Mathematical Sciences (PhD), Chairman of the Board of Directors, STEP BY STEP GC, member of the Russian Marketing Guild, Vice President of the National Guild of Professional Consultants of the Russian Federation. Anastasia Ptukha analyzed the situation in the lubricant market and she gave some practical recommendations on launching new products in the growing Russian lubricant market.

Olga Ikonnikova, Project Manager at MARKETING INDEX, TNS RUSSIA shared unique sociological data presenting a topic “Automobile oil market” in the session “Marketing communications for the promotion of automobile oils and lubricants”

Sebastian Crawshaw, Chairman and Director at OATS (Oil Advisory Technical Services, UK) spoke on the topic “How European marketers use the Internet and the importance of social media”.

Pavel Maluyev, Project Manager at Polylog CG, presented a report on “PR in social media as a tool for successful brand promotion in the lubricant and oil market”. In his speech he analyzed how social media promote lubricant brands and demonstrated his own unique formulas on the use of the Internet for product promotion to its full capacity. These techniques have been successfully implemented and used by Polylog Company.