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Frühjahrskur für Mobil 1 Gebinde

22. April 2010 chronist Esso 168

Werbung

 

Produktfähigkeiten auf den ersten Blick des Kunden erkennbar

 

Ein BildPünktlich zum Frühjahresanfang erhält die Schmierstofffamilie Mobil 1 ein neues Erscheinungsbild. Das basiert auf den Erkenntnissen vorausgegangener Studien: Ein Kunde trifft seine Kaufentscheidung in nur fünf Sekunden – also emotional. Dabei spielen vor allem Farben und Formen eine Rolle. Gleichzeitig hat sich ExxonMobil zum Ziel gesetzt, die unvergleichliche Markenbotschaft von Mobil 1 zu visualisieren sowie den jeweiligen Anwendungsbereich zu signalisieren.

 

Ein unverwechselbares Element ist das dreidimensionale Logo von Mobil 1, das seine Wettbewerbsposition unterstreicht. Die produktspezifischen farblich unterschiedlichen Schrägstreifen wecken Assoziationen sowohl mit der Straße als auch mit der Rennstrecke und demonstrieren kraftvolle Dynamik.

 

"Somit ist das neue Design ein weiterer Service-Baustein im Nachfüllölsegment", erklärt Michael Wallek, Leiter Autoschmierstoffgeschäft bei ExxonMobil. "Die Kunden finden anhand der klar verständlichen und leicht erkennbaren Aussagen schnell das für sie richtige Produkt. Voraussetzung dafür sind eine gute Platzierung und Positionierung. Aber auch eine verkaufspsychologisch durchdachte Verpackung kann den Autofahrer auf Dauer nicht überzeugen, wenn die Produkteigenschaften nicht stimmen. Deswegen wurde bei der Mobil 1 Familie erst an den technologischen Details ihrer siebten Generation gearbeitet und dann an den Äußerlichkeiten.

 

So berücksichtigt die jüngste Weiterentwicklung von Mobil 1 das Leistungsprofil von ACEA, das ab Ende 2010 verbindlich wird: Insbesondere bei Motorenölen der Kategorie C müssen Sulfatasche, Phosphor und Schwefel reduziert sein. Außerdem gelten höhere Anforderungen für den Schutz vor Ablagerungen in Motoren und an Kolben sowie die Verträglichkeit mit Abgasnachbehandlungssystemen bei noch kleineren hoch aufgeladenen Motoren mit verlängerten Ölwechselintervallen. Darüber hinaus sollen die modernen Motorenschmierstoffe auch noch helfen, Kraftstoff zu sparen. Dieses Potenzial stellt Mobil 1 seit über 35 Jahren unter Beweis, denn bereits mit der ersten Generation ließ sich die Leichtlauf-Eigenschaft erfahren. Schließlich war die Erfindung von Mobil 1 die Antwort auf die Ölkrise 1973 (Quelle und Foto: Esso.de)

 

 

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