WOLF OIL Corporation

The challenge:

Wolf Oil Corporation specializes in the blending of automotive lubricants and is recognized as one of the largest independent blenders in Europe. With majors the likes of Shell, Total Energies, Castrol, Mobil and others gradually stepping out of the downstream business to focus on their core activities, Wolf Oil Corporation saw an opportunity to access retail markets directly with its own ranges of branded products next to its existing business with original equipment manufacturers (OEM’s), spare parts distributors and after-market players.

The lube market being highly commoditized and fragmented, the challenge was to carve out a competitive positioning strategy based on the organization’s unique culture and identity.

What transpired:

Laying bare the organizational identity highlighted a unique corporate culture where the simplicity, accessibility, and honesty that characterizes internal and external relations creates a form of togetherness and fluidity that inspires, energizes, and mobilizes team members into a form of flow. By setting high expectations, the organization creates tension that stretches individual capabilities and that of the group to deliver on the most demanding challenges. This is further reinforced by the capacity of its founders to seduce and create a ‘wow’ effect in everything they undertake.

The result:

By applying these qualities at every level of their marketing mix, from product packaging and point-of-sales material to traditional communication, trade fairs and digital marketing, Wolf Oil Corporation was able to instantly seduce both distributors and retail markets by turning their Wolf and Champion lubricant ranges into something very attractive and professional. Combining this with their capacity to mobilize teams and partners to deliver an exceptional level of service and to reach ambitious goals together, the group has been able to steer clear of the commodity trap and enjoy exponential growth over the last decade.