Since the 2002 merger of Conoco and Phillips 66, Phillips 66 has been manufacturing and marketing finished lubricants under the brands 76, Conoco, Phillips 66, Kendall and Family of Brands products.
Each had regional strengths while Kendall leads the national brand flagship.
Beginning the first of July 2016, the heritage brands of 76, Conoco and Family of brands will begin to disappear as Phillips 66 emerges into The Power of 2 Brands, Phillips 66 and Kendall. Both will bring national branding, marketing and advertising with a larger and more diverse product offering.
For bulk products, this transition will appear seamless. Tank –re-labeling being the only requirement needed. If your purchase history was for Family Guardol ECT 15W-40, today it will be Phillips 66 Guardol ECT 15W-40. Same product you have been accustomed to. If you are a 76 Synthetic Blend user, that product will become Phillips 66 Choice Synthetic Blend. Again the same product you have been using.
For package products, you will start to see all new packaging with more robust quart bottles and easy to use gallon containers. The Phillips 66 brand will have its own line of Full Synthetic and High Mileage products previously only available in the Kendall brand. They will also have a dedicated line of heavy duty diesel products including PC-11 products for the upcoming new requirements.
As your business partner we want you to feel as comfortable with these changes as we are. We think this change strengthens Phillips 66 which in turn strengthens all of us.
The move from a tri-branded strategy is intended to help elevate the profile of Phillips 66 Lubricants as a national lubricant supplier and better position it for the future.
As a result of the consolidation, Phillips 66 Lubricants will optimize its product portfolio mix and develop a full line of lubricant products for every need under the Phillips 66 brand.
The consolidation will affect only the Phillips 66 Lubricants business. The Phillips 66, Conoco and 76 fuel brands will remain intact.
We believe this new direction will help to build long-term equity for our brands and enable us to compete more aggressively in the marketplace. Consolidation simplifies the brand portfolio while also allowing us to increase marketing support for two distinct brands. We’re committed to building strong brand awareness and focusing our efforts to have greater impact and be more efficient overall.
Bryan Faria
Manager of finished lubricants for Phillips 66
To strengthen strategic relationships and drive growth, Phillips 66 Lubricants will consolidate its Lubricant’s portfolio into two brands, Phillips 66 and Kendall Motor Oil.
The company is transitioning away from a tri-branded strategy to help elevate the profile of Phillips 66 Lubricants as a national lubricants supplier. Phillips 66 Lubricants will optimize its product portfolio mix and develop a full line of lubricants under the Phillips 66 brand.
The consolidation only affects Phillips 66 Lubricants business, Phillips 66, Conoco and 76 fuels brands will remain intact.
We historically included three brands-Phillips 66, Conoco and 76-on a tri-branded packaging label for certain categories of products in the marketplace, such as Industrial lubricants, greases, automatic transmission fluids and some heavy duty engine oils. Transitioning away from a tri-branded strategy provides a clearer brand promise and stronger product positioning, and the benefit will be greater overall brand recognition.
Jaimie Allison
Director of lubricants brand management at Phillips 66
In an effort to strengthen relationships and drive strategic growth, Phillips 66 Lubricants announced it will consolidate its Lubricants portfolio into two brands, Phillips 66 and Kendall Motor Oil, beginning July 1, 2016.
According to the company, transitioning away from a tri-branded strategy will help to elevate the profile of Phillips 66 Lubricants as a national lubricants supplier and better position it for the future. As a result of the consolidation, Phillips 66 Lubricants said it will optimize its product portfolio mix and develop a full line of lubricants products for every need under the Phillips 66 brand.
This rebranding move demonstrates to me that P66 is committed to focusing on keeping new product development as simplified and efficient as possible. This will be critical as the new engine oil specifications, PC-11 and GF-6 emerge later this year and into 2017.
Kris Askew
Lubricants Product & Sales Manager
If you have any questions regarding this transition please contact us and thank you again for your business.
The post Phillips 66 Consolidates Lubricants Brand Portfolio appeared first on Downs Energy.
from Downs Energy http://ift.tt/2aCc4Xe
Sourced by Quik DMV - CADMV fleet registration services. Renew your registration online in only 10 minutes. No DMV visits, no lines, no phone mazes, and no appointments needed. Visit Quik, Click, Pay & Print your registration from home or any local print shop.
0 comments:
Post a Comment