Putting the customer at the heart of innovation

Putting the customer at the heart of innovation

From F+L Webcast by F&L Asia Limited

October 29, 2025 · 46 min · Season 1 · Episode 50

About this episode

Alessandro Orsini discusses the importance of customer strategy and innovation in the lubricants market.

Featuring Alessandro Orsini, PETRONAS Lubricants International In episode 50 of the F+L Webcast, Alessandro Orsini, the marketing guru of PETRONAS Lubricants International (PLI), shares his insights on building value and differentiation in today’s lubricants market. Understanding customer strategy is the starting point in understanding your role as a fluid partner, says PLI’s Group Marketing and Customer Excellence Leader. With more than 30 years of experience at ENI, Shell, and PLI, Orsini broke down PLI’s value chain as a global lubricants player that manages 3,000 stock keeping units (SKUs) in more than 100 countries. His explanation touched on how research, technology, blending, packaging, logistics, and customer engagement work together to create customer impressions in a single interaction. From Orsini’s perspective, customisation isn’t a marketing gimmick; it’s a business priority with strategic implications. He shared that in PLI, research and technology spending is fuelled by specific customer needs. Such commitment leads to research investment both globally and regionally: while PLI’s technological strength is most visible in its global research centre in Turin, Italy…

People in this episode

Guest: Alessandro Orsini

Topics covered

  • customer strategy
  • lubricants market
  • innovation
  • value chain
  • research and technology

Keywords

  • customer engagement
  • customisation
  • lubricants
  • research investment
  • global research centre

Mentioned in this episode

Organizations: PETRONAS Lubricants International, ENI, Shell

Places: Turin, Italy

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