Thursday 9, June 2016

Dubai – MENA Herald: ENOC Lubricants Marketing, a division of Emirates National Oil Company (ENOC), discussed the importance of strengthening the division’s presence across international markets through maintaining strategic business associations with key partners at the ENOC Annual Distributors’ Meet, recently held in Shehzen, China.

Considered as one of the sterling success stories of UAE entities going international, ENOC Lubricants Marketing today has a solid presence across 60 countries across the Middle East, Africa, South East Asia, CIS and Subcontinent.

At its 7th cycle of the Annual Distributors’ Meet in China, ENOC Lubricants Marketing highlighted its international expansion strategy with plans to enter new geographies by offering tailored solutions that are designed to meet the diverse market requirements, and discussed the importance of sustainable practices and innovating to develop environmentally friendly products. His Excellency Saif Humaid Al Falasi, Group CEO of ENOC, said: “The driving force behind the success of ENOC Lubricants Marketing across international markets has been its focus on product differentiation and innovation and its ability to offer customers tailored products and solutions to address niche market needs. Despite the challenging global environment, we managed to record positive growth. We hope to continue building on this growth momentum through collaborations with our strategic partners.”

With continued growth in volume averaging 14% year-on-year over the last eight years, ENOC Lubricants has successfully established a reputation as one of the fastest growing lubricants brand in the Middle East. The division is also recognized for a number of key milestones such as establishing the Motorcycle Expert concept to upgrade motorcycle workshops, while catering to the increased prevalence of two wheelers in South East Asia. The concept has made a significant impact on customers and has become the preferred choice for owners to repair and service motorcycles.

In addition, ENOC Lubricants Marketing also enhanced its SuperLube vehicle service concept, offering quality automotive services and a full suite of lubricant solutions. Equipped to provide premium oil change services and car wash, SuperLube also offers customers a wide array of tertiary and convenient lifestyle services, such as pharmacies, mini-marts, and VIP lounges. The new ENOC SuperLube upgraded concept is operational in Bahrain, Uganda and the Philippines.

The division also discussed the importance of strengthening their marketing and sales efforts by enhancing production capabilities. The ENOC Lubricants and Grease Manufacturing Plant’s (ELOMP) phase three expansions commissioned earlier in Q1 of 2015 has increased the total production capacity to over 250,000 MT/annum, making ELOMP the largest single plant in the Middle East and Africa region. The expansion will further enhance ELOMP’s tankage for storing raw materials and finished products and is aligned with ENOC’s strategy to expand operations in order to meet growing customer demand in local and export markets.

Zaid Alqufaidi, Managing Director, ENOC Marketing, said: “Our focus last year was to implement strategies to overcome the challenges arising from the volatile oil prices; enabling us to evolve as a stronger and more agile business. We achieved this not only through product innovation but also through the localisation of our blending and manufacturing processes. Today, in addition to state-of-the-art plants in Jebel Ali and Fujairah, we also have lubricants production arrangements in Morocco, Egypt, KSA, Ghana, Indonesia and Pakistan. This enables us to strengthen our supply chain efficiency and create added value for our customers.”

Aligning with ENOC’s overall commitment to sustainability by innovating alternative fuel products such as Compressed Natural GAS, ENOC Lubricants Marketing was the first to introduce PROTEC-Green; an environment-friendly product that is fast gaining traction in the ME and SEA.

Recognized as a leader in offering a diverse array of products and solutions, ENOC Lubricants markets lubricants and greases that provide enhanced system protection and reduced maintenance costs for automotive, industrial, marine and other specialty products in the Middle East, Africa, South East Asia, the Indian Subcontinent and CIS countries.