Magazine article Marketing

Total's Oil Revamp Signals Larger Scale Company Overhaul

Magazine article Marketing

Total's Oil Revamp Signals Larger Scale Company Overhaul

Article excerpt

Total's oil revamp signals larger scale company overhaul Total Oil Great Britain, a subsidiary of the French oil multinational, has redesigned its entire lubricants range.

This is the clearest indication yet that a complete overhaul of all the firm's operations is underway.

Total, whose 600-plus UK outlets make it the eleventh largest petrol retailer with a 4% market share, has announced its new-look oils to the trade and expects to see them in all its forecourt shops by the end of the year.

The redesign, carried out by new product development agency WZM Europe for an estimated 2m pounds, is an attempt to bring high street retailing principles to the brand and increase sales by between 10% and 20% next year.

No advertising plans for the new range have been revealed, but Total, which has a relatively low profile in the UK, says it is rolling out heavy point-of-sale promotional support.

The move represents part of a multi-million pound investment by Total aimed at bringing its image in line with an increasingly competitive industry: BP has just completed a massive corporate identity revamp and others, such as Jet, are following its lead.

Total's old range of lubricants was one of the last to use the traditional metal cannister. …

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