Marketing and Advertising Innovation at Mobil Oil

Mark L. Robinson
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Chapter 12 in Marketing Big Oil: Brand Lessons from the World’s Largest Companies, 2014, pp 88-94 from Palgrave Macmillan

Abstract: Abstract In an attempt to break out of the often vicious and unprofitable price wars that oftentimes erupt from local retail gasoline competition, Mobil Oil launched several innovative marketing and advertising programs. The first involved the “advertorial” or advocacy editorial initiative that began in the early 1970s. The second was an in-depth market research project during the mid-1990s involving interviews with 2,000 customers to gain new insights into the types of services gasoline customers wanted. Both of these initiatives enabled Mobil Oil to create a new brand image and to increase profits by five percent.

Keywords: Gasoline Station; Retail Gasoline; True Blue; Gasoline Retail Market; Trading Stamp (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-38807-0_13

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DOI: 10.1057/9781137388070_13

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