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Page 74 APRIL 2018 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

BRITISH PETROLEUM COMPANY

PLC/BP AMERICA

BP America managed a

magnificent

image change during

its conversation

of Sohio stations.

Think about a company

in a highly

patriotic time (during

the Gulf War) in a fiercely patriotic area -

the Midwest, changing its look from red, white

and blue to green and yellow. No small task.

Why BP did it and how they achieved it is worthy of

a case history in any book dealing with

the customer, image, and marketing.

The Sohio brand was established and a traditional

leader in the marketplace. However, it

was getting old in the look of the stations and

stores. People perceived Sohio as belonging to

a local market instead of as nationwide or

global brand.

After acquiring Sohio, BP successfully repositioned it

with a well-chosen name selection

("BP America") and excellent consumer-oriented

marketing steps. Today, many consumers

in the local market feel BP America is

as American as was Sohio. How did a company

originally named British Petroleum achieve

this? It's a story of extraordinary community

relations and communications with all constituencies.

ATTENTION RETAILERS

SHORT + LONG TERM

BUSINESS LOANS

For:

Working Capital, Purchases, Equipment, Business Line of Credit

4.5%

www.retailersbank.com

From MANY PROGRAMS

AVAILABLE

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