CHEVRON CORP., is expanding its Caltex retail network by another 20 stations this year, as part of its thrust to become one of the country’s major energy players.
“Our strategy for Caltex is to aggressively upgrade and expand our network and facilities in growth centers around the country,” Chevron country chair Jim Meynink said yesterday during the celebration of the 75th year of Caltex in the Philippines.
Chevron, which owns the Caltex brand, is now poised to make huge strides in the local market, highlighting its commitment to stay for the long haul.
The Philippines, Meynink said, was a “significant, strategic growth market in the region.”
“We are here for the long haul and we are here to stay. Asia Pacific is one of Chevron’s strategic markets—the Philippines, in particular, is at the center of this market and we’re looking for a bright future here,” added Caltex global brand manager Brian Fisher.
“The energy demand here is surging and with our strong brand, dedicated people and partners, we are well-positioned for success,” Fisher added.
According to Meynink, Chevron has just opened two Caltex service stations in Davao and Cavite, out of the 20 it plans to put up this year.
To date, there are more than 850 Caltex service stations in the Philippines, selling various petroleum and lubricant products.
Caltex also broadened its “backcourt options” for retailers by entering into strategic alliances, thus creating a better experience for customers.
For example, Chevron partnered back in 2009 with Philippine Seven Corp., the local franchisor of the popular 7-11 convenience store chain. Today, there are 25 Caltex retail stations hosting 7-11 convenience stores, with another 30 branches due to open within the year.
Caltex also unveiled an all-new service station image throughout the Asia Pacific region. Forecourts are now brighter and more contemporary while the lights are “more welcoming” for customers.
In the Philippines, the so-called image refresh started as early as the fourth quarter of 2010.
The new design, apart from offering a simplified yet sleek and more colorful look, will enable the retails service stations to drive down costs by taking advantage of new technologies and energy efficiencies that the new Caltex image brings.
“These changes reflect Caltex’s confidence in our partners. They are designed to increase our efficiency and cement our presence here in the Philippines.” Meynink added.