The company said, "CITGO hereby categorically denies some [image-nocss] news reports of alleged massive employee layoffs in the company."
The move follows Dallas-based 7-Eleven Inc.'s announcement late last week that it is reducing its U.S. and Canadian workforce by approximately 200 positions, or 10% of its non-store, non-operations workforce. (Click here for CSP Daily News coverage.)
A Kraft/CSP Daily News poll this week that asked, "Have you laid off any employees recently because of the bad economy?" found that of the more than 200 responses, nearly 54% said "yes" or said that they are "considering" layoffs (about 25% said "yes"; about 29% said "no, but we may have to/we are considering it"). More than 46% said "no," they gave not laid off any employees.
In late January, Houston-based CITGO said that after navigating through a tumultuous 2008 marked by a slumping economy, hurricanes, volatile fuel prices and consumer unease, it will roll out enhanced brand programs that it hopes will continue to grow positive awareness and increase brand strength in the new year. This package of initiatives and programs will allow CITGO to further enhance its partnership with local marketers and provide greater opportunities for successful operations at the more than 7,000 locally owned and operated CITGO gas stations in the United States.
The marketing plan for 2009 will be shared with CITGO marketers in a series of roundtable meetings held in 18 cities during January and February. To fortify a strong foundation of awareness and convey core brand messaging, the company will launch a multi-platform advertising campaign in March. The campaign will consist of a combination of media vehicles from network TV to billboards to Internet ads.
CITGO has named the new campaign "The Neighborhood." It spotlights real-life CITGO marketers and retailers.
For 2009, CITGO is implementing the Quarterly Growth Incentive Program to reward marketers for growing with the CITGO brand. This program joins the ranks of popular existing incentive programs such as CITGO Grow Bucks.
Another headliner in new brand programs is the update/refresh to the CITGO street image. The company recently selected a firm to assist in designing an evolution of the current brand look. A team of marketers, marketing sales force and CITGO brand development staff are working with the firm to develop the new design. Unveiling is scheduled for later this year. The new image rollout is expected to appear at CITGO locations early next year.
Through these commitments and program innovations, CITGO said that it wants to help local marketers and retailers "to not just survive, but thrive in 2009." In doing so, these local business owners who help fuel the U.S. economy will continue to support their local communities by providing jobs, paying taxes, offering high-quality goods and services, and helping those in need.
"We know that our success is intrinsically tied to the success of our marketers and retailers," said Alan Flagg, general manager light oils marketing. "That's why we spend a lot of time talking and listening to them. They are the ones who make it happen on the street every day, and so their input and ideas are invaluable to our marketing model." (Click here for coverage.)
CITGO is owned by PDV America Inc., an indirect wholly owned subsidiary of Petroleos de Venezuela SA, the national oil company of the Bolivarian Republic of Venezuela.
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