North Trend Marketing Corporation (NTM), the master distributor of Castrol in the Philippines, held its 2024 Reignite Event at the Manila Hotel on July 6, 2024.
The program began with opening remarks from chief operating officer Ronald Ang, who highlighted the importance of managing change, discussed external factors affecting business growth, and emphasized the need for adaptability. He also underscored Castrol’s commitment to long-term solutions, innovation, and strengthening partnerships.
Next, Marlina Kamaruddin, growth unit manager for Castrol Asia Pacific, launched Castrol Reignite. She reviewed Castrol’s milestones over the past 125 years and its impact on the community, noting the company’s involvement in the space industry, its presence in over 150 countries, and its reach to 200 million customers worldwide.
Vice president for Asia Pacific Mike Zhi Qiang Zhang then discussed long-term strategic success and opportunities for Castrol’s product lines. He projected that engine oil will remain crucial for vehicles by 2040 and forecasted a 2 percent annual growth in the marine market. Mike also noted that Castrol is enhancing its industrial efforts, with an expected growth of 3 percent per annum by 2030, and incorporating renewable energy technologies.
PH market liaison for Castrol Allan Cinco spoke about the brand’s fresh and modern image, which aligns with evolving customer needs. He emphasized Castrol’s continued relevance in addressing land, sea, air, and space challenges and affirmed the company’s commitment to supporting commercial customers in their sustainability goals related to energy, waste, and water.
The final presentation was by sales director for Castrol Grace Lao-Torrejas. She focused on the connection of Generation Z to the market, noting they make up 27 percent of the workforce. Grace highlighted that the Philippines leads in social media usage, at a rate of 60 percent. She also addressed Generation Z’s potential for “cancel culture” and their high expectations for brand integrity. Despite their initial objections, Asian Gen Z consumers are often forgiving and may support a brand again if it lives up to its promises. The presentation concluded with reassurance that Castrol is prepared for these market changes and ready to move forward.
