CHEVERON’S WORLD OF CARS CHARACTERS Presented by: JR Foreman

Agenda History Case Summary Competitors Characters Questions

History Leading the Way – Standard oil drills in California Leading the Way Spirit of Standard - Separation of the Standard Oil companies Spirit of Standard In War and Peace- Standard Oil found exploration prospects and success in the Middle East and Asia In War and Peace A New Identity changed its name to Chevron U.S.A. Inc A New Identity 1980-Now A New Blueprint - $13.3 billion Gulf merger to the Oct.9, 2001 ChevronTexaco merger Now A New Blueprint

Case Summary This award-winning website has been around since 1997 and has served more than a million visitors!award-winning Site went from 1,500 hits per day to over 150,000 hit per day in 3 months. Learn, buy, and play online Largest group visiting the site is parents Brand recognition and fun Supports the changing nature of the business

Competitors

Some of the Characters Over 45 total cars The first cars were introduced in May, Sam Sedan (retired) 2. Wendy Wagon (retired) 3. Tony Turbo The next car December Freddy 4-Wheeler Many more still being produced today

Question 1: Explain the logic of using Claymation cars to advertise the Chevron Brand. How would it compare to the Web and TV ads ? Unique form of brand recognition It builds a brand loyalty to a future consumer. Characters-based animated interaction agents Everybody wants to have fun

Question 2: Why would Chevron want to target the 5 to-12-year-old market ? They do not buy gas, and by the time they drive cars, the market for gasoline sales may be completely different. It sets up trust and friendly way to advertise Chevron says that “fun” seems to be the nature of future business. Future gas stations are turning in to service complexes such as car washes, fast food chain and even hotels. The most important thing is brand recognition

Question 3: What factors do you think contributed to the sites success? Interactive marketing Viral marketing (word of mouth marketing) Affiliate marketing Characters-based animated interaction agents

Sites