Castrol Philippines gathers executives and stakeholders in 2024 Reignite event

North Trend Marketing Corporation (NTM), the master distributor of Castrol in the Philippines, gathered Castrol executives, NTM Executives, partners, stakeholders and Castrol Key Opinion Leaders for its 2024 Reignite event at Manila Hotel last July 6, 2024. The event aims to re-introduce Castrol’s new branding from packaging to future plans.

The program kicked off with the opening remarks of the chief operating officer, Ronald Ang. He focused on the objective of overseeing change, discussing certain external factors that might affect the growth of business. He also tackled the reason why Castrol needs to change and be ready for any circumstances. He also emphasized that Castrol will always look for long term solutions and will always move forward not only with the innovation of the products but also to improve its commitment towards partners with what Castrol offers.

The program saw the launch of Castrol Reignite. This was conducted by the Growth Unit Manager of Castrol Asia Pacific, Marlina Kamaruddin. She started by sharing the milestones of Castrol for the past 125 years and how Castrol changed for the community. She also covered the top facts of Castrol which include its involvement in the space industry. She also shared that Castrol is now serving over 150 countries around the world, touching 200,000,000 customers all over the world.

The next presenter was Vice President for Castrol Asia Pacific, Mike Zhi Qiang Zhang. His presentation tackled the long-term strategic success in which they see an opportunity for Castrol product lines. He emphasized that by 2040, engine oil will still be one of the major factors for maintaining a vehicle, as well as sees an increase in Marine market services with a forecast of 2% per annum growth. Castrol is now boosting its efforts in the industrial sector, anticipating an expected growth of 3% per annum by 2030. Finally, he ensured that Castrol is introducing the use of renewable energy into its processes to lower its carbon footprint.

The program moved to the PH market Liason for Castrol, Allan Cinco who outlined changes for Castrol in the country. The first is the introduction of fresh and modern branding for Castrol, which is congruent to the changing needs of customers: a little change in its tone but not stranger to land, sea, air and space challenges. Allan ended his presentation with the mantra of, “Forward to a stronger partnership.” This means that Castrol will help its commercial customers with their sustainability goals related to energy, waste and water. The brand is accelerating progress, onward, upward and forward.

The final presenter for 2024 Reignite event was Sales Director for Castrol – NTM, Grace Lao -Torrejas. Her discussion focused on the connection of Gen-Z to the market as they are make up 27% of the workforce. Torrejas centered on Gen-Z’s extensive use of social media in which the Philippines ranked first, with the highest social media usage rate of 60%. As future customers, they are highly opinionated with high a likelihood of “cancel culture” if brand issues are not properly attended to. Torrejas shared that Asian Gen-Z youth, despite their frequent objection, can be forgiving and may support a brand again after any missteps so long as the brand lives by its promises. Castrol is prepared to make these changes in the market and ready to move forward.