Mobil offensive - Passenger vehicles targeted in marketing campaign
Mel Cooke, Gleaner Writer
In the early stages of an extensive presentation on Mobil's passenger-vehicle lubricant line last Thursday evening at the Spanish Court Hotel, New Kingston, IMCA Jamaica Ltd Country Manager Angel Gomez noted a striking characteristic of the private car profile in Jamaica.
"I am really impressed with the car population in Jamaica," Gomez said. He said that because of its size Jamaica does not have the number of cars that other countries have, "the percentage of high-end cars is one of the highest in the region". Among the marquee brands that he picked out were Audi, BMW and Mercedes-Benz.
However, the Mobil oil marketing campaign that Gomez detailed covers the gamut of motor vehicles on Jamaica's roads, the top-tier Mobil 1 described as "the world's leading synthetic motor oil brand" and "an advanced full synthetic motor oil family that provides performance beyond conventional motor oils". Gomez went off the highway in underscoring the Mobil 1 pedigree, noting its track record in National Association for Stock Car Auto Racing in the US, as well as the worldwide Formula 1 circuit.
Mobil Super, Gomez said, promotes long engine life, concentrating on wear and cleanliness. And Mobil Special was described as "the price-oriented product".
Mobil is throwing down the gauntlet in a competitive market, where Total, Texaco and Shell have the advantage of having branded service stations as outlets. Another of the popular lubricant brands is Valvoline.
In wooing potential distributors Gomez also outlined an extensive marketing campaign from April to September, focused on radio and print, with incentives to resellers. The radio advertisements included educational spots, explaining terms such as viscocity. The Point of Sale paraphernalia includes outdoor banners and stickers.
One advertisement acknowledged the past, in pushing the Mobil name. "Some people remember in the past they used Esso," Gomez said, the particular advertisment making the connection with Mobil.
A component of the dealer promotion is a mystery shopper, who will give cash to those who recommend Mobil to him/her. In addition, consumers who buy a particular amount of Mobil oil will have the chance of winning tablets and laptops. Coupled with this is a product offer to distributors.
Capping off the information session was a video portraying Mobil at work in vehicles around the world, from Russia to China and Brazil, ending with Jamaica.
IMCA's bona fides were established at the beginning of the presentation, as well as the depth of the alliance with Exxon, by Sergio Soto, vice-president, IMCA Caribbean, and Rafael Lluberes, Caribbean distributor business consultant, Exxon Mobil Lubricants & Specialties. The Mobil launch was hosted by Shelly-Ann McLaggan.