Chevron has announced that it will rebrand its Caltex fuel service stations in a bid to improve its market share and attract new business. The company says that it wants to increase its share from 8% at present to 10% by 2015.
The company says it will introduce a new, brighter forecourt design, larger and clearer signage and brighter pumps to all of its stations, while also adding to its numbers. Chevron says it hopes to have 550 service stations operational by 2015, up 100 from present figures. It says that it plans to have around 100 of its stations renovated by the end of this year.
The rebranding is aimed at changing consumers’ perception of Caltex and underlines its commitment to the Thai market, commented Adrian Bendeck (pictured), Chevron’s Chairman and General Manager in Thailand. “This year will be another big move of marketing campaigns and sales promotion of San Ramon-based Caltex in four years. We want to also communicate to the public that we’re ready to grow our business in this country despite stiff competition,” said Bendeck.
PetrolWorld 25092012