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Mobil 1 makes inroads in local market

BY RORY DALEY Observer writer

Friday, July 06, 2012    

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NEARLY two months into their new product marketing campaign and IMCA Jamaica Limited — local dealer for Exxon Mobil — is happy with the results.

Recently, IMCA initiated a 360-degree marketing campaign of their synthetic motor oils as part of a worldwide initiative.

"We are meeting our objectives, selling more through penetration of the retail channels — all due to greater market awareness from the 360 marketing campaign," said Angel Gomez, country manager of IMCA Jamaica Ltd.

Gomez said the aim was to engage customers of their old Esso brand of lubricants to introduce them to the new Mobil 1's PVLs.

"Our latest marketing campaign is based on a marketing study which was done in Latin and Caribbean countries. It is designed to maximise product awareness to our distributors and customers," he recently said at the Spanish Court Hotel in New Kingston.

"I'm impressed with Jamaica, as it has the highest premium car ratio in the Caribbean," he said.

Gomez said he was aiming primarily to capture the premium car segment - such as the Audi, Mercedes Benz and BMW brands - which require the highest quality lubricants for optimum performance and life.

The Mobil 1 oils are now broken into three groups: basic (Mobil Special); midrange (Mobil Super); and, advanced which contains Mobil 1, the world's leading synthetic motor oil. A fourth product — Mobil Delvac — is specially designed for diesel vehicles.

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