🎯 Objective

To validate the newly designed localized labels for the Indian market by:

Assessing user understanding of the label

Evaluating the influence of the label on purchase decisions

Gauging preferences for promotional elements and sustainability

Identifying usability pain points in interaction and bottle use post-purchase

🔍 Methodology

Approach: Contextual Inquiries

Participants: 60 users across 4 cities (Mumbai, Delhi, Coimbatore, Bhubaneswar)

User Groups:

4W Owners

4W Mechanics

Commercial Vehicle Owners (CVOO)

CV Mechanics

Retailers

💡 Key Insights & Findings

1. Buying Behavior & Preferences

Brand Awareness: Castrol dominated, followed by Shell. Mobil was recognized as a premium brand but lacked distinctiveness.

Purchase Influencers: Price, viscosity, brand, and mechanic’s recommendation.

Information Noticed: Brand name and viscosity on the front of pack (FOP); price and manufacturing date on the back (BOP).

2. Label Design Validation

Hierarchy Issue: Mobil’s label gave equal visual weight to all text, making it harder to scan compared to competitors.

Icons & Graphics: Often misunderstood due to poor contextual relevance or small size. Users preferred big, bold, and colorful graphics.

Language & Literacy: Low literacy levels meant icons and simple terms were more effective than technical jargon or English-heavy content.

3. Promotions & QR Codes

Mechanic Offers: Often unnoticed due to small size or unclear communication.

QR Codes: Largely ignored due to size but seen as valuable if they ensured authenticity or gave offers.

4. Bottle Usability

Spout Cap: Preferred in pails more than bottles. Spillage avoidance was valued, but price sensitivity limited willingness to pay extra.

Sustainability: Users were open to bottle buy-back or refill programs. Pouches were not favoured due to durability, ecological concerns, and usability.

✅ Design Recommendations

For Mobil Super:

Use silver foil to highlight Mobil Super and viscosity grade

Move key benefits and fuel type info to the FOP

Improve label hierarchy to ease information scanning

Simplify icons and use larger graphics

Increase QR code visibility and include CTA (e.g., "Scan to verify")

For Mobil Delvac:

Emphasize piston graphic and high mileage benefit

Make viscosity text bold and colorful

Improve label contrast by matching bottle and label color

Clarify claims like “63% better protection” with context

For Both:

Explore buy-back schemes to reduce duplication in the black market

Introduce biodegradable 1L pouches with handles & spouts

Consider refill stations for long-term sustainability

📈 Impact

This research informed Exxon Mobil’s packaging strategy for localized Indian markets, ensuring better label comprehension, user-centric design improvements, and alignment with mechanics’ and retailers’ workflows.