1. Chevron’s World of Car Characters
Prepared by Dusty Grosulak

2. Agenda Summary of Case History of Chevron Competitors Case Questions
Conclusion

3. 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

4. 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

5. 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.

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

7. 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?

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

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