Bangkok--13 Mar--Chevron
Chevron (Thailand) Limited, marketer of Caltex brand plans to sustainably grow its retail business. The company intends to expand its Caltex-branded service stations with focus on quality locations such as strategic highways and key provinces nationwide. The company will also continue to expand its cooperation with retail partners to enhance offerings and services for motorists. At the same time, it will work to reinforce brand awareness and broaden its reach with the younger customer base.
Mr. Salman Saadat, Country Chairman and General Manager-Products, Chevron (Thailand) Limited, revealed that the company is committed to enhance its presence in Thailand by working with current retailers and new investors to add new Caltex branded service stations in Bangkok and other provinces to cater to demand and growth of the market. In 2015, Chevron has opened 23 new Caltex fuel service stations. This year, the company will continue its effort to expand Caltex service stations from nearly 370 existing sites focusing on key locations such as strategic highways and key provinces to better serve the motorists and transportation sectors. It is also working on enhancing its service station experience to create a more enjoyable experience that motorists can look forward to when they visit any Caltex site. Refurbished forecourts are brighter and more attractive, with canopy lights providing drivers with a safer welcome at night. So far, nearly 200 Caltex fuel service station network has been reimaged.
"The focus for 2016 is to provide motorists with a one-stop exceptional experience each time they visit our stations. We aim to cater to the demand of motorists with a wider range of services such as convenient stores, food courts, coffee shops and eateries, car wash, auto fast fit, ATM, etc. Moreover, the company plans to further expand its cooperation with retail partners such as D'Oro Cafe, Family Mart, Black Canyon, etc., not only to provide additional revenue source for our service station partners but also enhance Caltex appeal with the public. We will also work on developing new partnerships to create more valued and impressive experience for the motorists when visiting Caltex stations. We target two to three new popular branded retail partners to come on board within the end of 2016," said Mr. Saadat.
Chevron Thailand Limited is also tapping on technology to reach out to a new generation of motorists. Mr. Saadat explained, "We will tap on "digital marketing" strategy through social network and online media in order to broaden our reach to cover new younger customer base. Our "Caltex Thailand Facebook" has attracted more than 360,000 fan page likes and its activities continue to gain overwhelming positive feedback from the visitors. We are proud that Caltex is ranked no.1 in the fuel service station category in "Thailand's Most Social Power Brand 2015" survey conducted by BrandAge Magazine."
"At the same time, we will continue to work on making Caltex the fuel brand of choice for motorists via attractive marketing promotion campaigns and co-marketing efforts that create positive brand impact andserve the consumers' more demanding lifestyle. Our brand and marketing teams will work with True Corporation PLC to come up with more exciting promotional activities for Caltex TrueYou Loyalty Program and with Central Group on more rewarding experience for Caltex-The 1 Card Reward
Campaign. Both loyalty campaigns were very well received by customers and significantly contributed to our sales growth. Both have proven to create joyful and compelling experience for the customers within a short period of time."
Chevron (Thailand) Limited, as part of Chevron Corporation, embraces the corporate core value of conducting its business in a socially responsible and ethical manner. Its community engagement programs include projects supporting education and improving quality of lives of those in need. Commenting on the focus for its community engagement programs this year, Mr. Saadat said: "This year, we will continue to support the local communities in the areas where we work namely Rongsi and Caltex communities on Rama 3. We also intend to build on the success of Caltex Fuel Your School program which last year supported 200 students through classroom projects aimed at exposing them to new knowledge, skills and different ways of thinking."