ENOC:
Loosely regulated UAE lubes market leads to proliferation of low
end products
Posted: 22 April 2004
Group working with industry for greater quality awareness
Loose regulation of the UAE lubricants market has led to a proliferation
of over 85 products now competing in the UAE market, most unbranded
and targeting the lower end of the market, accord ing to Emirates
National Oil Company (ENOC) LLC.
“Some 75 per cent of these products are unbranded and competing
at the lower end of the market where quality and services are deemed
uncritical,” said Yousuf Sharaf, Manager, EPPCO Lubes. “The
25 per cent balance are marketed by reputable national and multi-nation
oil companies, which adhere to international standards on product
quality.”
ENOC, which has been working with municipalities to establish standards
for the lubricants industry and end users, has now launched a ‘Partners
In Progress’ programme to bring end users together and develop
greater co-operation and explore business opportunities.
“We want to forge even closer partnerships to progress the
lubricants industry in the UAE,” said Sharaf.
Launched by EPPCO Lubricants, which markets ENOC and Caltex lubricants
in the UAE, the first ‘Partners In Progress’ forum was
attended by top industry decision makers from the marine, transport,
contracting, government, manufacturing and automotive service centre
sectors.
The gathering heard how ENOC’s strategy is to provide customers
with technical support using lubricants surveys, oil analysis, field
test kits, troubleshooting and preventative maintenance as well
as lubricant dispensing systems as tools.
“Another key client-centric initiative that we are working
on is the online Customer Portal which allows clients to communicate
with our sales representatives, to order online, monitor delivery
status and download billing statements,” explained Sharaf.
“In the future we hope to further develop this to allow customers
to perform online payments and do business with other EPPCO and
ENOC departments.”
EPPCO Lubricants, which was launched in 1997, is now among the
top three lubricants suppliers in the UAE.
“Our ENOC brand is also now one of the fastest-growing names
in the industry,” added Sharaf. “We intend to keep this
momentum going with technical seminars, a campaign to reduce costs
and ensure competitiveness and to develop long-term partnership
relations, such as the ‘Partners In Progress’ initiative.”
For more information see www.enoc.com
Posted by Richard Price,
Editor Pipeline Magazine
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