Korean oil firms get more innovative

South Korea’s oil refiners are embarking on new marketing strategies as consumer expectations rise. Oil companies have forged marketing alliances with different businesses to gain customer loyalty. SK Corp. revealed in November that it has entered into a partnership with Korean Air. Consumers who purchase air tickets through the Korean Air website can earn miles from Korean Air’s Skypass program, as well as OK Cashbag points, SK Corp.s bonus-point card program. OK Cashbag points can also be converted into air mileage points. (November 9, 2006)