ANDEROL, sponsored a project with Maastricht University, which included the opportunity to undertake a market research project to identify and understand the specific challenges and opportunities in this key Chinese city. To date, demand for synthetic lubricants has remained unappreciated in China – accounting for only 15% of the overall lubricant sales – so there was an opportunity to better understand the procurement decisions and identify potential growth opportunities
Students Florian and Max carried out extensive research on behalf of ANDEROL on the compressor and food grade market in Shanghai. This work was part of Research Project Maastricht (RPM), an initiative supported by Maastricht University.
Tom Kleinschmidt, Business Director at ANDEROL commented: “The research carried out by Florian and Max has resulted in some very useful findings and clear recommendations for future business development opportunities in the region. We recognise that value is a key influencer in purchasing decisions but that total cost of ownership is becoming increasingly important to Global OEM’s as they recognise the overall cost savings that can be made by choosing synthetic lubricants over cheaper conventional lubricants.”
Anderol is trusted for its synthetic compressor lubricants by some of the world’s leading compressor OEMs. Lanxess China, located in Shanghai, is a distributor of ANDEROL lubricants. In a region where counterfeiting poses a challenge having a supplier and brand that can be trusted is of paramount importance.
RPM is an initiative supported by Maastricht University, which aims to successfully conduct company specific research in emerging economies on a non-profit basis. The project is carried out annually and aspires to meet the unique and specific demands of Dutch firms.
