Customer Value Proposition Gulf Formula ULE 5 W40

Customer Value Proposition Gulf Formula ULE 5 W-40 Dr Milind Vaidya

Gulf Formula ULE 5 W-40 • Awareness (of the problem)modern cars have smaller A engines which need to generate more power and therefore run hotter than before thus requiring extreme performance from the lubricant to keep the vehicle at peak power • Benefit (to the customer) – with RTB’s B C • Gulf Formula ULE 5 W-40 with power max molecules protects your engine from wear and sludge( that slow down the power ) for a longer durations thus keeping the car performance at Peak Power even under extreme conditions • Customer (need satisfied) – (thrill) • Retains power for LONGER Power max molecules – Tailored molecules that cools faster, protects longer and reduce friction quickly 24 -Nov-20 2

Activation Suggestions • Valid formulation : 01127 / 5 W-40 / 1 • Suggested Geographies – Europe, ME, China & India • Claims on the Pack – Now with POWER MAX MOLECULES • Due diligence – Can we use (trademark) Power Max Molecules • Brand position – Top tier – targeted against Mobil 1 / Castrol Edge / Shell Helix Ultra 24 -Nov-20 3

Activation • Claims on the Pack – Now with POWER BOOST MOLECULES • POS, neck collars… Retain power for longer • Digital content… technology perspective – Losing power – Temperature in engines • Sales materials… 24 -Nov-20 4

RTB – Why should you believe it? • 22% better Sludge rating (as tested under standard industry test – Seq VG) • 39. 5% better wear (as tested under standard industry test – OM 646 LA) • 10% better rating in ring sticking (as tested under standard industry test – Peugeot TU 5) • The combination of above gives you sustained power for LONGER • Better than industry standards 24 -Nov-20 5

Pack Shot With Power Max Molecules Retain power for longer 24 -Nov-20 6