Shell Lubricants today introduced the concept of total cost of ownership (TCO) to provide end-to-end solutions for customers to help them meet certain business challenges.
Besides, it also unveiled the new global brand positioning, 'Together Anythings Is Possible' with an aim to keep its customer's interests at the forefront, thereby bringing together the people, products and services under one umbrella to power progress, a release said.
Launched at an event "Empower", in association with the CII-Institute of Logistics (CII-IL) here, the concept of total cost of ownership seeks to inspire customers by addressing the efficiency challenges, among others, it said.
According to the company, "Empower" also served as a platform to discuss how the different stakeholders from the industry can come together and help reduce the total cost of ownership and enhance profitability.
As a part of its new focus on building a greater collaboration with its customers, Shell Lubricants undertook a global study to understand the current lubrication practises of businesses in its six priority B2B sectors across eight markets -- Brazil, Canada, China, Germany, India, Russia, UK and US.
"Our study helped us reveal that companies recognise that effective lubrication represents a significant financial opportunity, but there is a lack of understanding about how lubrication can impact the TCO of their equipment.
"Hence, we are aligning our global outlook to reach out to our customers better, offer our people and expertise to ensure they can save smartly," Steve Reindl, Global B2B marketing head for Shell Global Lubricants said.
In a global survey carried out by the Shell Lubricants, it was found that only one of three companies have correct lubrication management procedures in place.
"With only 52 per cent considering lubricants product performance, there is a lack of understanding about how lubrication can impact the reliability and productivity of the equipment," the release said.
Moreover, there is lack of expertise along with knowledge barriers in these sectors, with only 33 per cent of the companies conducting regular staff training, it added.
The company is trying to create an ecosystem and dialogue with our customers to help them understand TCO and how Shell can be a trusted partner in their journey to achieve the same, Shell Lubricants India country head, Mansi Tripathy, said.
"Our renewed global brand positioning 'Together Anything is Possible', is aimed at keeping our customer's best interests at heart, thereby bringing together our people, products and services under one umbrella to power progress together," Shell Lubricants India chief marketing officer, Neeraj Bhatia, said.
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