tisingExxonMobil is clearly the giant when it comes to marketing their product. They have adopted a mascot to identify their company. The Tiger mascot first started appearing in the early 1900’s and it is known all around the world today. The ExxonMobil tiger ranks up there with Ronald McDonald, and Mickey Mouse. As the oil industry becomes more competitive with recent mergers the need for an effective marketing strategy increases. Exxon has increased there spending on marketing in the last few years to acknowledge the merger with Mobil. They must let the customers know that Exxon and Mobil are one now and they will deliver the same great quality. BP has a similar situation with the merge with Amoco. They have had trouble though marketing an American product. They do not have any catchy slogans or a mascot. In fact until very recently BP never had a definite symbol to represent its interests in the U.S. They have used the names NOCO, ARCO and Amoco until recently going to BPAmoco. Under one name they should be able to establish an identity. They must increase awareness to their customers by a full marketing campaign, which they have not done. Chevron is recognizable around the world for its bars underneath their name. They are the old Standard symbols. Chevron now has to work on a new marketing scheme to emphasis its merger with Texaco. They will be entering into new markets and must establish a name. They will have the advantage of the popularity of Texaco as a convenient service station. Texaco’s stations are some of the fastest stations to get out of. They have the newest state of the art technologies to pump the customer’s gas quicker and check them out faster. Chevron must hold on to Texaco’s loyal customers who hold Texaco spending cards. (Chevron Official Website)What all the oil companies have done has released smart cards to encourage customer loyalty. This card is kind of like a lot of the grocery store...
