Helping a global oil and gas major disrupt its market

Helping a global oil and gas major disrupt its market

Developing a go-to-market proposition, value based pricing strategy and operating model for a game-changing lubrication technology


The automotive lubrication division of a large, global oil and gas major, had invented and patented a new and revolutionary lubrication technology which promised to disrupt the market. The client needed assistance in developing a go-to-market strategy, value based pricing and operating model to underpin the new business it wanted to incubate around the technology.

The 9 Levers of Value (9LoV) framework provided the structure for designing a customer centric business model, aligned operating model and robust implementation plan.

The GSG approach entailed:

  • Identifying and prioritizing target customer sets, using a ‘growth platforms’ methodology to cluster and prioritize opportunities 
  • Undertaking a detailed product value assessment to identify and quantify the key sources of value the client’s technology had relative to alternatives. This analysis formed the basis for defining the value propositions and the target price range
  • Quantifying the above into a business plan that could be used for internal communication 
  • Developing operating model design principles that aligned to the client’s strategic ambitions

GSG brought in KPMG subject matter experts in Corporate Finance, Valuations, Transfer Pricing, Joint Venture & Alliances and Supply Chain, as well as regional specialists from Germany, the US, China and Japan, at various points of the project to help ensure the client received the most relevant advice and support as they navigated internal and external hurdles to make the new technology a success.

The technology was successfully launched and GSG continues to support the client, providing bespoke insight, strategic challenge and market strategy input.

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