Chevron Goes With Best of Breed Branding |
Improved C&I Lubricant Portfolio will Offer
Best Technologies from Chevron and Texaco
Product Lines under Chevron name
Chevron Products Company announced today that
beginning July 14, Chevron and Texaco
Commercial and Industrial (C&I) lubricants
will be marketed under the Chevron brand in
the United States and Canada. But before you
conclude this means the valued and trusted
Texaco brand name is going away, it's not.
Instead, from what Chevron tells
JobbersWorld, the best of breed from
each of
the Chevron and Texaco product lines will be
marketed under the master brand of Chevron.
According to Chevron, this will allow the
company and its marketers to leverage the
strengths and market equity of the Chevron
and Texaco sub brands by offering the
strongest products from both lubricant lines
under the Chevron name. The outcome will be a
single lubricant portfolio combining the best
technologies from the Texaco and Chevron C&I
lines.
Examples of what this best of breed melding
of sub-brands means for the Texaco and
Chevron brands include the Texaco Rando,
Cepella, and Meropa brand names. These Texaco
lubricants and others that are well respected
and highly valued in the industry will remain
in the Chevron product portfolio. The only
difference is that they will be marketed
under the Chevron master brand name.
Similarly, the highly valued Chevron's Delo
product family will remain the company's
premier commercial-grade diesel lubricant
line. And instead of the valued Texaco URSA
brand name of diesel engine oil going away,
it will remain in the lineup by displacing
the Chevron RPM engine oil.
Vince Kyle, general manager, North American
Finished Lubricants, Chevron Products Company
says, "By bringing the Texaco and Chevron
C&I lubricants together under one master
brand, we have created a single,
comprehensive line of high-quality products
that have proven market value." Kyle adds
"This move allows us to streamline the
marketing, product and technical support as
well as inventory management for both
lubricants. The efficiencies we gain from
this move enables us to focus our research
and development efforts on the continued
delivery of world-class products."
Chevron says this change will be a "rolling
process" completed over a 90 day period for
all products. In addition, it will not
effect formulations. This transition applies
only to Chevron's C&I product lines. The
company remains committed to its consumer
product lines, including Texaco Havoline and
Texaco Xpress lubricants, throughout the
United States and Canada. Texaco-branded C&I
products in Latin America, Europe and Asia
will not be affected.
From JobbersWorld's perspective, Chevron's
brand pruning was inevitable and what some
might say is a "no brainer" in today's
market. Companies that took on other brands
through acquisition are now supporting
redundancies in their stables. And
with rapidly rising costs, relatively flat
demand, and shrinking budgets, there is
little wonder why Chevron made the decision
it did. It simply does not make sense to
support product redundancies at any level in
the value chain.
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PetroLiance LLC Acquires New ExxonMobil Territory In Florida |
Expansion Supports PetroLiance's Growth
Strategy with ExxonMobil
PetroLiance LLC, has announced its expansion
into new territories in central Florida,
expanding its existing footprint to make it
the largest ExxonMobil distributor in the
southeast region. Counties that PetroLiance
will now serve from its new Orlando facility
include: Hendry, Glades, Highlands, Hardee,
DeSoto, Sarasota, Charlotte, Manatee,
Brevard, Osceola, Polk, Hillsborough,
Pinellas, Pasco, Hernando, Citrus, Sumter,
Orange, Marion, Lake and Seminole. This is in
addition to PetroLiance's existing counties
of Miami-Dade, Broward, Palm Beach, St.
Lucie, Indian River, Okeechobee, Lee and Collier.
According to PetroLiance CEO Kevin McCarter.
"This new territory expansion underscores the
confidence ExxonMobil has in PetroLiance in
fulfilling service commitments to both
national accounts and to grow the brand. This
growth and confidence by ExxonMobil is the
logical next step for PetroLiance's growth
strategy. With this expansion, our lubricant
volume will nearly double in Florida. Our
goal is to ramp up and begin relationships
with the direct business opportunities this
provides PetroLiance. We are expanding our
sales force and hiring new drivers and
support personnel. We're very excited about
this expansion opportunity and look forward
to achieving our corporate objectives by a
solid execution of our plan."
Based on JobbersWorld sources, PetroLiance's
expansion is, in part, the result of
ExMo's contract renewal process. According to
our sources, ExMo did not renew its supply
contract with one of Florida's largest
ExxonMobil lubricant distributors.
Consequently, that business is now moving
over to PetroLiance. The
unfortunate distributor got the bad news last
month along with several others throughout
the US.
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CITGO Also Increased Prices |
CITGO announced last week that it will
implement a 12% to 15% price increase on all
its lubricant brands. The increase will be
effective July 1, 2008
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