B Documentacion Capeco 2

AUTORIDAD DE ENERGÍA ELÉCTRICAMONITOREO RADIALMiércoles, 21 de junio de 2006WKAQ – 580 AM

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Las leyes ambientales federales que rigen en P.R. impiden que laIsla pueda adquirir combustible de Venezuela a precios dequemazón. Así lo confirmó la Asociación de Detallistas deGasolina que envió una delegación a la “Tierra de Bolívar” yconfirmaron que es imposible un acuerdo.Los detallistas de gasolina aseguraron que los negocios petroleroscon Venezuela se fueron por el barranco.“Eso se volvió sal y agua, eso no llegó a nada. Hay unosrequerimientos en cuanto al gobierno americano de cero azufre enel combustible, en donde entonces el costo se elevaría demasiado yun sinnúmero de cosas que realmente no era negociable poderlohacer”, manifestó Carlos Crespo, presidente de la Asociación deDetallistas de Gasolina.Por su parte, el ex presidente de la Asociación de Detallistas deGasolina, Efraín Reyes, indicó que el problema que existe con elpetróleo de Venezuela es que es muy alto en azufre. Reyes agregóque las leyes federales de impacto ambiental impiden la venta depetróleo pesado, en otras palabras con un gran contenido deazufre.“El problema que tenemos con la gasolina que se produce enVenezuela es que no reúne los estándares de calidad que requierela JCA o la EPA. Las especificaciones de ese producto, de lo quese refine en Venezuela, no reúne las especificaciones de la gasolinaque se puede mercadear en los mercados de EE.UU. y P.R. Tansencillo como eso”, expresó Reyes.

Creative ConceptInstitutional and Public Service CampaingGULF

Campaing Slogan

“Gulf…you are going to get there”“CON GULF VAS A LLEGAR”

Creative Concept

The campaign’s slogan main objective is to create a sense of confidence from our target marketto the Gulf brand. The slogan “Gulf…you are going to get there” inspires security, conviction, andcommitment. It is assertive and positive. The affirmation is perfect for the product that Gulf offers,since the main purpose of gasoline is to help the consumer “get” to their destiny. But aside from thisliteral interpretation, the phrase has other implicit messages. “Get” can also mean “achieve.” In other words, with Gulf you can achieve…save money in gasoline, more potency for your car, better performance, etc.In this context, the phrase is flexible to be used in an effective way, not only for theinstitutional campaign but also for the public service. We will give practical advice about how to savemoney in gasoline. The slogan “Gulf…you are going to get there” communicates to the consumer thatthanks to us and to our advice they are going to “get” to the goal of saving in their consumption. Thesuggested phrase is catchy, easy to remember and with a clear message that help us achieve theadequate positioning of the brand in the mind of the consumer.

Creative ConceptInstitutional and Public Service CampaingGULFCampaing Slogan

“Getting there with Gulf”“CON GULF VAS A LLEGAR”

Creative Concept

The campaign’s slogan main objective is to create a sense of confidence from our target marketto the Gulf brand. The slogan “Getting there with Gulf” inspires security, conviction and commitment.It is assertive and positive. The affirmation is perfect for the product that Gulf offers, since the main purpose of gasoline is to help the consumer “get” to their destiny. But aside from this literalinterpretation, the phrase has other implicit messages. “Get” can also mean “achieve”. In other words,with Gulf you can achieve…save money in gasoline, more potency for your car, better performance,etc.In this context, the phrase is flexible to be used in an effective way, not only for theinstitutional campaign but also for the public service. We will give practical advice about how to savemoney in gasoline. The slogan “Getting there with Gulf” communicates to the consumer that thanks tous and to our advice they are going to “get” to the goal of saving in their consumption. The suggested phrase is catchy, easy to remember and with a clear message that help us achieve the adequate positioning of the brand in the mind of the consumer.