This research aims to diagnose the role of customer-oriented marketing strategy with its dimensions (retail strategy,centralization strategy) as an independent variable in product pricing with its dimensions (pricing based on customer value,pricing based on competition) as an approved variable, in the oil products distribution company. Inadequate marketing information among managers in the petroleum products distribution company about the main and sub-variables that were searched for in terms of details, contents, and application requirements, in addition to the field problem represented in the decrease in the company’s sales of the automotive engine oils product, with a gap between actual sales and planned sales due to competition.

Customer-Driven Marketing Strategy, product pricing