I was thinking today about brand recognition. For example it seems Mobil 1 has a pretty polished name for itself here and to the public. Pennzoil on the other hand does not seem to be at the same level as M1 (In my preception). Until I visited this BITOG I never really paid attention to Pennzoil Platinum or Ultra. I am now an admitted user of both oil brands. I know the better one is the one on sale. I have been buying PP for the last 2 years but still have something in the back of my mind that gravitates to M1 but the deals on PP prevail. I think it kind of hurts companies that rename or change names. Think Mobil 1 has used that name since 1973 (?) while castrol has tweeked their syntec and edge brand names and Pennzoil (Ultra and Platinum)does to knowledge not have near as long as brand history as Mobil 1. It seems the new names and updated names would hurt precieved quality/brand recogntion to consumers. I said all that to say this Mobil has spent alot of time and effort for the Mobil 1 brand.
Preceived quality / branding
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Originally Posted By: stygz
I said all that to say this Mobil has spent alot of time and effort for the Mobil 1 brand.
For sure. Building a brand name takes time and smarts. XOM has both on its side.
I said all that to say this Mobil has spent alot of time and effort for the Mobil 1 brand.
For sure. Building a brand name takes time and smarts. XOM has both on its side.
I agree. It would be like someone coming out with a better Soda than Coca-cola and expecting to dominate the market.
Mobil 1 is more of a household/global name and they spend far more money advertising and sponsoring motorsports events than any other oils. Have you seen a Pennzoil Sticker on a Formula 1 car?
Their brand has been built over decades. Us Bitogers know Pennzoil makes great oil, but the general public might not.
Regards, JC.
Mobil 1 is more of a household/global name and they spend far more money advertising and sponsoring motorsports events than any other oils. Have you seen a Pennzoil Sticker on a Formula 1 car?
Their brand has been built over decades. Us Bitogers know Pennzoil makes great oil, but the general public might not.
Regards, JC.
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Originally Posted By: Quattro Pete
Originally Posted By: stygz
I said all that to say this Mobil has spent alot of time and effort for the Mobil 1 brand.
For sure. Building a brand name takes time and smarts. XOM has both on its side.
I forgot to add "lots of money", which XOM also has.
Originally Posted By: stygz
I said all that to say this Mobil has spent alot of time and effort for the Mobil 1 brand.
For sure. Building a brand name takes time and smarts. XOM has both on its side.
I forgot to add "lots of money", which XOM also has.
Originally Posted By: JC1
I agree. It would be like someone coming out with a better Soda than Coca-cola and expecting to dominate the market.
Mobil 1 is more of a household/global name and they spend far more money advertising and sponsoring motorsports events than any other oils. Have you seen a Pennzoil Sticker on a Formula 1 car?
Their brand has been built over decades. Us Bitogers know Pennzoil makes great oil, but the general public might not.
Regards, JC.
Is there not a Shell car F1 car?
For me I find my mind more at ease with M1 on 7500 oci (regular service interval) on my Subaru Tribeca. I dont know why, maybe its the 1 yr 10k gaurantee they state on the bottle. Not that PP will not do the same. But for the past 2 years the deals with pp has over ruled my o/c.
I agree. It would be like someone coming out with a better Soda than Coca-cola and expecting to dominate the market.
Mobil 1 is more of a household/global name and they spend far more money advertising and sponsoring motorsports events than any other oils. Have you seen a Pennzoil Sticker on a Formula 1 car?
Their brand has been built over decades. Us Bitogers know Pennzoil makes great oil, but the general public might not.
Regards, JC.
Is there not a Shell car F1 car?
For me I find my mind more at ease with M1 on 7500 oci (regular service interval) on my Subaru Tribeca. I dont know why, maybe its the 1 yr 10k gaurantee they state on the bottle. Not that PP will not do the same. But for the past 2 years the deals with pp has over ruled my o/c.
Buying by brand, particularly with API approved oils does not guarantee you're getting anything better than the cheapest available non brand name API oil.
Put another way, most brands I know of have at least some mediocre oils in their line up.
So if you do want to select something better than the cheapest oil out there one needs to look beyond the brand name at the underlying spec's (PDS) of each oil as a starter; plus any independent evaluations from PQIA , VOAs, UOAs etc to critically assess an oil's relative strengths, weaknesses etc.
Put another way, most brands I know of have at least some mediocre oils in their line up.
So if you do want to select something better than the cheapest oil out there one needs to look beyond the brand name at the underlying spec's (PDS) of each oil as a starter; plus any independent evaluations from PQIA , VOAs, UOAs etc to critically assess an oil's relative strengths, weaknesses etc.
Originally Posted By: Quattro Pete
Originally Posted By: Quattro Pete
Originally Posted By: stygz
I said all that to say this Mobil has spent alot of time and effort for the Mobil 1 brand.
For sure. Building a brand name takes time and smarts. XOM has both on its side.
I forgot to add "lots of money", which XOM also has.
LOL
But yeah, consistent branding is critical to brand recognition. This goes for car models too, ie Ford 500/Taurus. Why even think about changing the name and shooting yourself in the foot?
Originally Posted By: Quattro Pete
Originally Posted By: stygz
I said all that to say this Mobil has spent alot of time and effort for the Mobil 1 brand.
For sure. Building a brand name takes time and smarts. XOM has both on its side.
I forgot to add "lots of money", which XOM also has.
LOL
But yeah, consistent branding is critical to brand recognition. This goes for car models too, ie Ford 500/Taurus. Why even think about changing the name and shooting yourself in the foot?
There's a lot of psychology in the brand name Mobil 1 -- almost to the point of being hypnotic. People perceive the '1' as being 'the best' and 'Mobil' as being their car will continue to be mobile if they use that brand of oil.
A lot of perception is also based on price. A friend would always tell me that Chevron, Shell, and 76 had the best quality fuel - even though we knew that there were shortages and that it could come from a different refinery in that case. He believed that 76, Shell, Chevron, and Mobil conventional oil was merely adequate compared to the big names like Pennzoil or Castrol. The "maximum protection against thermal breakdown" slogan really stuck with him. Of course he was convinced that Mobil 1 must be a superior product, and I don't know of many who wouldn't have agreed at that time.
I have no idea why Pennzoil dilutes it's synthetic marketing dollars in to two products most people couldn't name. The same thing could be said of SOPUS's entire lineup, though.
One other thing Mobil has going for it is gas stations. Mobil is a household name, but not really for their motor oil. Shell doesn't carry this over to Pennzoil/QuakerState at all. Name recognition is huge and they have this going for them in spades.
One other thing Mobil has going for it is gas stations. Mobil is a household name, but not really for their motor oil. Shell doesn't carry this over to Pennzoil/QuakerState at all. Name recognition is huge and they have this going for them in spades.
I agree with Merkava, the "ONE" is so easy to recognize/remember, also "1" is usually associated with "BEST". There is no better sounding name than Mobil 1.
I agree about the phsychology of a brand name.
I also agree with the statement about Pennzoil diluting their "ultra or Platinum" brands. I wonder in 5 years will those names still be around? Maybe that is why M1 does so well. Consumers associate the long standing label as reliable. While other labels come and go. The only other label I think stands to M1 would be the Pennzoil Yellow bottle. Those two seem to be a staple as far as brands and brand recognition goes. Even though Castrol seems to have mostly evoloved the syntec brand every time they change the brand it must loose people. Sure you get an initial spike of new sales but after the newness wears off....
I also agree with the statement about Pennzoil diluting their "ultra or Platinum" brands. I wonder in 5 years will those names still be around? Maybe that is why M1 does so well. Consumers associate the long standing label as reliable. While other labels come and go. The only other label I think stands to M1 would be the Pennzoil Yellow bottle. Those two seem to be a staple as far as brands and brand recognition goes. Even though Castrol seems to have mostly evoloved the syntec brand every time they change the brand it must loose people. Sure you get an initial spike of new sales but after the newness wears off....
Originally Posted By: bepperb
I have no idea why Pennzoil dilutes it's synthetic marketing dollars in to two products most people couldn't name. The same thing could be said of SOPUS's entire lineup, though.
One other thing Mobil has going for it is gas stations. Mobil is a household name, but not really for their motor oil. Shell doesn't carry this over to Pennzoil/QuakerState at all. Name recognition is huge and they have this going for them in spades.
Not necessarily. Mobil doesn't have a gas station presence in some of the largest markets in the US, and neither does Exxon. Around where I live all the Mobil and Exxon branded gas stations changed 15/20 years ago. For a long time the old Mobil station I remember still had those round-shaped pumps covered up with an independent's name and paint job.
Mobil 1 has market penetration on discount store shelves and auto parts stores. Even if the gas station brand is gone the name still carries some impact. I remember the old Mobil 1 commercials showing applications where Mobil 1 products were used - from race cars to the Space Shuttle.
I have no idea why Pennzoil dilutes it's synthetic marketing dollars in to two products most people couldn't name. The same thing could be said of SOPUS's entire lineup, though.
One other thing Mobil has going for it is gas stations. Mobil is a household name, but not really for their motor oil. Shell doesn't carry this over to Pennzoil/QuakerState at all. Name recognition is huge and they have this going for them in spades.
Not necessarily. Mobil doesn't have a gas station presence in some of the largest markets in the US, and neither does Exxon. Around where I live all the Mobil and Exxon branded gas stations changed 15/20 years ago. For a long time the old Mobil station I remember still had those round-shaped pumps covered up with an independent's name and paint job.
Mobil 1 has market penetration on discount store shelves and auto parts stores. Even if the gas station brand is gone the name still carries some impact. I remember the old Mobil 1 commercials showing applications where Mobil 1 products were used - from race cars to the Space Shuttle.
Amsoil always stuck out to me. Their bottles are different shaped than the standard quart bottle. Availability is the light making it seem exclusive or you have to know a vendor. Truth be told the first oil I used when I got into cars was Mobil 1 because of the advertising. It's in the magazines, TV, NASCAR. Product placement!
Originally Posted By: bepperb
One other thing Mobil has going for it is gas stations. Mobil is a household name, but not really for their motor oil. Shell doesn't carry this over to Pennzoil/QuakerState at all. Name recognition is huge and they have this going for them in spades.
You realize in the North American market Pennzoil is by far the leader in PCMO sales? Pennzoil has a larger percentage of the market than #2 Quaker State, #3 Valvoline, and #4 Castrol combined.
In synthetics Mobil One is the leader for PCMO market share by wide margin.
One other thing Mobil has going for it is gas stations. Mobil is a household name, but not really for their motor oil. Shell doesn't carry this over to Pennzoil/QuakerState at all. Name recognition is huge and they have this going for them in spades.
You realize in the North American market Pennzoil is by far the leader in PCMO sales? Pennzoil has a larger percentage of the market than #2 Quaker State, #3 Valvoline, and #4 Castrol combined.
In synthetics Mobil One is the leader for PCMO market share by wide margin.
What I find interesting is some of the negative perceptions surrounding certain brands. Pennzoil seems to be one of the more polarizing ones. I've heard more than one person say Pennzoil is no good as it's very waxy and prone to sludging because of the Pennsylvania crude it's made from.
You know, because Pennzoil has been making oil the same way since 1976. Only Mobil and Castrol have made improvements to their oil. Everyone knows that!
Marketing of motor oil fascinates me. I have a marketing degree so I get geeked about this kind of stuff. It's remarkable that the space devoted to motor oil at Wal-mart is almost as large as the space dedicated to beer or soda. The difference is that soda and beer, even similar kinds, can be differentiated relatively easily, and a preference formed, by the consumer simply by tasting it.
Motor oil is not so easy. The overwhelming majority of vehicle owners will never cut a filter open or have a UOA performed. The only way they know their oil is working is because a rod hasn't blown throw the side of the engine.
So how does someone choose an oil? They use what their dad used. They use what their favorite NASCAR driver has sewn to his Nomex pajamas. They use that environmentally friendly oil in the green bottle to save Mother Earth. They buy the one that says TRUCK on it because they drive a truck. They buy the one that has that neato display at the parts store with the two cranks and the gears inside. They buy the cheapest one. They buy the one they heard of because the manufacturer advertises the heck out of it. They buy the one their gearhead brother-in-law said to buy.
And a statistically insignificant few make their choice based on science and data (or their perception thereof).
How many vehicle owners in this country change their own oil? I'd be surprised if it was more than 15%. Of those, my guess is less than 1% of that 15% have been to this site or a similar one.
How much motor oil is sold to DIYers versus what is sold to dealerships, quick-lube joints, and fleet operators (UPS, municipalities, etc.)?
You know, because Pennzoil has been making oil the same way since 1976. Only Mobil and Castrol have made improvements to their oil. Everyone knows that!
Marketing of motor oil fascinates me. I have a marketing degree so I get geeked about this kind of stuff. It's remarkable that the space devoted to motor oil at Wal-mart is almost as large as the space dedicated to beer or soda. The difference is that soda and beer, even similar kinds, can be differentiated relatively easily, and a preference formed, by the consumer simply by tasting it.
Motor oil is not so easy. The overwhelming majority of vehicle owners will never cut a filter open or have a UOA performed. The only way they know their oil is working is because a rod hasn't blown throw the side of the engine.
So how does someone choose an oil? They use what their dad used. They use what their favorite NASCAR driver has sewn to his Nomex pajamas. They use that environmentally friendly oil in the green bottle to save Mother Earth. They buy the one that says TRUCK on it because they drive a truck. They buy the one that has that neato display at the parts store with the two cranks and the gears inside. They buy the cheapest one. They buy the one they heard of because the manufacturer advertises the heck out of it. They buy the one their gearhead brother-in-law said to buy.
And a statistically insignificant few make their choice based on science and data (or their perception thereof).
How many vehicle owners in this country change their own oil? I'd be surprised if it was more than 15%. Of those, my guess is less than 1% of that 15% have been to this site or a similar one.
How much motor oil is sold to DIYers versus what is sold to dealerships, quick-lube joints, and fleet operators (UPS, municipalities, etc.)?
Originally Posted By: XtraRevsSurely
Truth be told the first oil I used when I got into cars was Mobil 1 because of the advertising. It's in the magazines, TV, NASCAR. Product placement!
And all that advertising costs money -- guess who pays for it?
Truth be told the first oil I used when I got into cars was Mobil 1 because of the advertising. It's in the magazines, TV, NASCAR. Product placement!
And all that advertising costs money -- guess who pays for it?
Originally Posted By: strat81
How much motor oil is sold to DIYers versus what is sold to dealerships, quick-lube joints, and fleet operators (UPS, municipalities, etc.)?
The car owner going to a dealer or a quick lube place may be more loyal to the dealer, carmaker, or quick lube name than the brand of oil on a big banner. The Japanese car specialist I've gone to has prominently displayed a Castrol sign since I first started taking my vehicles there over 20 years ago. The quick lube joint on the corner in my town has gone through several names (and likely owners/franchises/etc) with different oils including Mobil, QS, and Pennzoil. Jiffy Lube has been owned by Pennzoil (now Shell) for over 20 years and eventually swallowed up what used to be Q Lube shops marketing Quaker State.
At this point it probably doesn't even matter for someone who takes in a car and has it serviced at the severe service interval or who splits the difference. Even the most basic API SN oil is adequate for a daily driver that isn't raced or that doesn't see the top end. And even no-name oils are sold in 55 gallon drums for oil change businesses. Just do a search on O'Reilly's and they have their house brand, Peak, and others that aren't readily recognizable names sold in 55 gallon drums. Now I'm not sure who would pay those prices, as it costs more than the equivalent in 5 quart bottles purchased at Wal-Mart. I suspect that the oil change businesses can get better prices at wholesale - possibly with contracts.
I know of some shops that might prominently list the part/filter supplier, but make no mention of what oil they use other than the weight. You get the weight listed on the paperwork and that's it. I've almost never seen the brand of oil specifically listed on a work order unless a specific type was requested.
How much motor oil is sold to DIYers versus what is sold to dealerships, quick-lube joints, and fleet operators (UPS, municipalities, etc.)?
The car owner going to a dealer or a quick lube place may be more loyal to the dealer, carmaker, or quick lube name than the brand of oil on a big banner. The Japanese car specialist I've gone to has prominently displayed a Castrol sign since I first started taking my vehicles there over 20 years ago. The quick lube joint on the corner in my town has gone through several names (and likely owners/franchises/etc) with different oils including Mobil, QS, and Pennzoil. Jiffy Lube has been owned by Pennzoil (now Shell) for over 20 years and eventually swallowed up what used to be Q Lube shops marketing Quaker State.
At this point it probably doesn't even matter for someone who takes in a car and has it serviced at the severe service interval or who splits the difference. Even the most basic API SN oil is adequate for a daily driver that isn't raced or that doesn't see the top end. And even no-name oils are sold in 55 gallon drums for oil change businesses. Just do a search on O'Reilly's and they have their house brand, Peak, and others that aren't readily recognizable names sold in 55 gallon drums. Now I'm not sure who would pay those prices, as it costs more than the equivalent in 5 quart bottles purchased at Wal-Mart. I suspect that the oil change businesses can get better prices at wholesale - possibly with contracts.
I know of some shops that might prominently list the part/filter supplier, but make no mention of what oil they use other than the weight. You get the weight listed on the paperwork and that's it. I've almost never seen the brand of oil specifically listed on a work order unless a specific type was requested.
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