Caltex approached Sarva at a time when Coolantwas not heavily used in Sri Lanka. Retail trade contained many cheap Chinese brands imported on an adhoc basis. Caltex coolant was also available in the market, but its sales growth was minimal.
Our agency research revealed that only a few people used coolant in their vehicles. Almost every person included in the market survey used water in their radiators and most of the radiators were filled with rust. Most drivers thought this was normal and hence did not see a need to put coolant in the radiator. What they didn’t know was that having only water in the radiator meantcorrosion started as soon as the radiator heated up.
With Caltex’s strength in retail channels, Sarvarecommended increasing the market by convincing people who used water in their radiators to buy coolant.