Oil firm pushes co-branding with retailers

To further strengthen its visibility in Cebu, a major oil refinery plans to anchor its existing and future gasoline stations on other consumer services. Chevron Philippines Inc., formerly Caltex Philippines, is inviting business operators to put up retail outlets near Chevron gasoline stations as a form of co-branding. It’s our way of sharing our customers,” said Roy Jimenez, Chevron Philippines for Visayas and Mindanao district manager for retail. Jimenez told a press conference during the opening of Chevron’s north road branch in Labogon, Mandaue City, that the outlet is anchored with McDonald’s. McDonald’s Cebu Operations Consultant Christian Eje earlier said most of the fast food chain’s Manila branches are situated near gasoline stations.  According to Jimenez, Chevron does not limit the partnership to fast-food companies but has extended the offer to drugstores, restaurants, coffee shops and banks. (January 20, 2007)