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  • Chevron's World of Car Characters: Prepared by Dusty Grosulak

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    Masuk Hasan
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    This document summarizes a case study about Chevron's use of Claymation car characters to advertise on their website in 1997. It discusses how the website went from 1,500 hits per day to over 150,000 as it won an award. The document also provides a brief history of Chevron dating back to 1875 and lists some of their competitors. It concludes with three questions about Chevron's marketing strategy targeting 5 to 12 year olds using Claymation characters on their website.

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    Grosulak Chevron

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    Grosulak Chevron

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    This document summarizes a case study about Chevron's use of Claymation car characters to advertise on their website in 1997. It discusses how the website went from 1,500 hits per day to over 150,000 as it won an award. The document also provides a brief history of Chevron dating back to 1875 and lists some of their competitors. It concludes with three questions about Chevron's marketing strategy targeting 5 to 12 year olds using Claymation characters on their website.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    19 views9 pages

    Chevron's World of Car Characters: Prepared by Dusty Grosulak

    Uploaded by

    Masuk Hasan
    This document summarizes a case study about Chevron's use of Claymation car characters to advertise on their website in 1997. It discusses how the website went from 1,500 hits per day to over 150,000 as it won an award. The document also provides a brief history of Chevron dating back to 1875 and lists some of their competitors. It concludes with three questions about Chevron's marketing strategy targeting 5 to 12 year olds using Claymation characters on their website.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 9

    Chevrons World of

    Car Characters
    Prepared by Dusty Grosulak


    Agenda
    Summary of Case
    History of Chevron
    Competitors
    Case Questions
    Conclusion

    Summary of Case
    Claymation cars for children
    Hits increased from 1,500 to 150,000 per
    day
    Winner of Best of the Internet Award in
    1997
    Website purpose-brand recognition
    Chevron History
    1875-exploration of oil in California
    1880 incorporated as Pacific Coast Oil Company
    1906 consolidated with Iowa Standard-formed
    Standard Oil Company California (Socal)
    1911-Director of Production-Fred Hillman 6
    th
    to
    1
    st
    largest oil producer in California
    History Cont.
    1912-record-McNee No. 4 30,000/day
    1912-record-Derby No. 1 63mcf/day
    1936 partnership-Texaco-California Texas Oil
    Company (Caltex)
    1977 Chevron U.S.A. Merging 6 business units
    into 1
    1984 merge with Gulf largest ever $13.3bil.
    Competitors
    Chevron-#1 refiner & marketer
    ExxonMobil
    Royal Dutch/Shell -145 countries
    ConocoPhillips-3
    rd
    integrated energy
    company US
    Case Question #1
    Explain the logic of using Claymation
    cars to advertise the Chevron brand. How
    would you compare the Web advertising
    with TV ads?
    Case Question #2
    Why would Chevron want to target the 5
    to-12-year-old demographic?
    Case Question #3
    From what you have learned in this
    chapter, what factors do you think
    contributed to the sites success?

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