Chevron’s World of Car Characters

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Presentation transcript:

Chevron’s World of Car Characters Prepared by Dusty Grosulak

Agenda Summary of Case History of Chevron Competitors Case Questions Conclusion

Summary of Case Claymation cars for children Hits increased from 1,500 to 150,000 per day Winner of Best of the Internet Award in 1997 Website purpose-brand recognition

Chevron History 1875-exploration of oil in California 1880 incorporated as Pacific Coast Oil Company 1906 consolidated with Iowa Standard-formed Standard Oil Company California (Socal) 1911-Director of Production-Fred Hillman 6th to 1st largest oil producer in California

History Cont. 1912-record-McNee No. 4 30,000/day 1912-record-Derby No. 1 63mcf/day 1936 partnership-Texaco-California Texas Oil Company (Caltex) 1977 Chevron U.S.A. Merging 6 business units into 1 1984 merge with Gulf largest ever $13.3bil.

Competitors Chevron-#1 refiner & marketer ExxonMobil Royal Dutch/Shell -145 countries ConocoPhillips-3rd integrated energy company US

Case Question #1 Explain the logic of using Claymation cars to advertise the Chevron brand. How would you compare the Web advertising with TV ads?

Case Question #2 Why would Chevron want to target the 5 to-12-year-old demographic?

Case Question #3 From what you have learned in this chapter, what factors do you think contributed to the site’s success?