DENVER -- Touting its commitment to alternative fuels, branded gasoline, its forecourt re-imaging efforts, a franchised convenience store concept and aid in the area of credit-card fees, officials with Chevron Corp. greeted marketers, dealers, franchisees and corporate-level employees to its every-other-year company convention and trade show.
News related to credit-card fees received the most applause at a morning general session, with the general manager of western retail sales announcing a no-fee card alternative with loyalty ties for 2008.
In addition to that pending program, Cary Knuth also announced the removal of a 75-cent up-front fee on Chevron and Texaco gift cards, as well as the extension of credit-card fee discount program through the end of September.
Knuth spoke of a culture of success that comes with commitment to the areas of credit cards, forecourt image, the new ExtraMile c-store concept and alternative fuels.
An estimated 2,500 attendees roamed the floor of about 100 supplier booths at Denver's main convention center, participating in sessions covering topics from benchmarking reports to excellence in customer service.
If you're in the business for the long haul, you cannot get complacent, said Danny Roden, vice president of North American marketing. He delved into Chevron's forays into alternative fuels, noting partnerships with corporate and university resources. Quoting Chevron CEO Dave O'Reilly, Roden said, There's a new dynamic in the oil industrythe days of easy oil are over.
While exploring new sources of energy, Chevron is also committed to the revival of the Texaco brand. Since obtaining full use of the trademark two years ago, the company has been steadily re-introducing the brand, mounting an impressive presence of 2,400 newly re-branded locations in that short period of time. No other major has added that many locations in three years, said Frank Herbst, general manager of eastern retail sales. It's phenomenal.
Roden said consumers view the two brands as distinctly different, with the Texaco brand symbolizing power and performance, while the Chevron brand was engaging and likeable.
Commenting on the growth of both brands, Herbst said the expansion adds to brand strength, noting how for many marketers being able to offer both in the same market has meant larger and longer contracts for Chevron on the whole.
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