1. Chevron’s World of Car Characters
By Kevin McElvaney

2. Summary Currently named Chevron Texaco
Headquarters in Ramon California
Fifth largest integrated energy company in the world
Second in the U.S.
Active in more than 180 countries
Employees: approximately 47,000 world wide
Won many awards for website-started 97
150,000 hits per day after building site

3. Financial Highlights Net income 3.4 billion in fourth quarter of 2004
Strongest year in 125-year history
billion compared to 2003 which was 7.2 billion net income
Produce 2.5 million barrels oil per day
System set up to answer accounts online

4. Questions
Explain the logic of using Claymation cars to advertise the Chevron brand. How would you compare the web advertising with TV aids?
Represents the changing nature of gasoline business
Attracts large number of people
Web advertising is up to date
24/7/365
Cost the same regardless to location

5. 2. Why would Chevron want to target the 5 to-12-year-old demographic
2. Why would Chevron want to target the 5 to-12-year-old demographic? They certainly do not buy gasoline, and by the time they drive cars, the market for gasoline sales may be completely different.
Largest buying group is parents of children 3-9
Kids are attending school at 5 years old
Children will need the parents to get involved
Parents will appreciate the feature the site offers
The kids will complain if they don’t go to Chevron

6. 3. From what have you learned in this chapter, what factors do you think contributed to the site’s success?
Claymation characters- shopping for toy cars
Listening to what people want
Different features other companies do not have

7. Competitors

8. Web sites http://chevroncars.com/wocc/index.jhtml