Settling Into the Community

Master, Melissa
August 2005
Convenience Store News;8/8/2005, Vol. 41 Issue 10, p14
Trade Publication
This article reports that as OAO Lukoil and its American subsidiary, Getty Petroleum Marketing Inc., transition nearly 800 Mobil-branded sites in the Philadelphia and southern New Jersey market to the Lukoil brand, the company is relying on site-level marketing and a focus on the community to launch the new brand successfully. In May 2004, ConocoPhillips Inc. sold 308 Mobil branded fee and lease properties, plus contracts to supply an additional 471 Mobil-branded locations, to Getty Petroleum Marketing. With 45 to 50 conversions taking place each month, the company has the process down to a science. Executives meet with individual operators a month prior to the conversion; the week after that, they meet with frontline employees.


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