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1. GLOBAL
COMPANY
2. LOCAL
BRAND
3. QUALITY
PRODUCTS
5. PROFESSIONAL
PEOPLE
4. COMPREHENSIVE
SUPPORT
1.
GLOBAL
COMPANY
Chevron is one of the world’s most successful energy companies, with subsidiaries
that conduct business in over 150 countries worldwide. We explore for, produce and
transport crude oil and natural gas; refine, market and distribute transportation fuels
and lubricants; manufacture and sell petrochemical products; generate power and
produce geothermal energy; provide energy efficiency solutions; and develop the
energy resources of the future, including biofuels and hydrogen.
We trace our beginnings to an 1879 oil discovery at Pico Canyon, north of Los
Angeles, which led to the formation of the Pacific Coast Oil Co., later renamed
Chevron. Another major branch of the family tree is The Texas Fuel Company,
formed in Beaumont, Texas in 1901. It later became known as Texaco. In 2001,
our two companies merged. This merger strengthened Chevron’s position as an
energy industry leader, increasing our crude oil and natural gas assets around
the world.
Our highly skilled global workforce consists of over 55,000 employees. Chevron
currently produces over 2.5 million barrels of net oil-equivalent per day with about
75 percent of this volume occurring outside the United States. Chevron has a
global refining capacity of more than 2 million barrels of oil per day. Our marketing
network supports retail outlets on five continents.
With this global network, Chevron has the strength to support our preferred retail
investors with the resources needed to create business success. Thanks to 75
years of marketing commitment, Chevron has established local strength and
preference for the Caltex brand in Asia Pacific and Africa.
1. GLOBAL
COMPANY
5. PROFESSIONAL
PEOPLE
4. COMPREHENSIVE
SUPPORT
2. LOCAL
BRAND
3. QUALITY
PRODUCTS
2.
LOCAL
BRAND
Caltex was created in 1936 when the leaders of Chevron and Texaco created a
joint venture to meet the growing energy needs of the Eastern Hemisphere. Since
then Caltex has become one of the world’s most successful brands. In Asia Pacific
and Africa it is a household name synonymous with high quality and has over 80
percent brand awareness.
The Caltex brand continues to have a high success rate for investors. Here’s why:
Caltex is a trusted brand
The best chance for success in fuels retailing is when a strong, established and
respected brand combines with a locally focused, independent retailer. The Caltex
brand gives customers the security they are buying products of the highest quality,
from a retailer that understands their needs.
1. GLOBAL
COMPANY
Caltex has high standards
The Caltex brand offers the consistent delivery of products & services that are:
QualityClean
ReliableSafe
Delivered in a respectfully helpful manner that enhances the consumer experience.
5. PROFESSIONAL
PEOPLE
4. COMPREHENSIVE
SUPPORT
2. LOCAL
BRAND
3. QUALITY
PRODUCTS
2.
LOCAL
BRAND
Caltex understands customers
Caltex is focused on meeting motorists’ needs which helps build success for our
retailers too. We know from our research that three things drive customer preference:
1. Fuels Quality
Attract customers
with differentiated
quality fuels
2. Service
Keep customers
coming back with
friendly, valued
service that is
respectfully helpful
3. Local Marketing
Increase sales by
presenting the
right offer with the
right message in the
right place
World class marketing communications
We are committed to continuing to grow the star power of Caltex. Our latest worldclass advertising campaign ‘Enjoy the Journey’ helps to attract customers onto
your forecourt. This campaign is seen on television, via online media, on billboards
and even in social media like Facebook and twitter. Caltex reaches out and tries to
connect to all motorists, through the star power of our brand.
Caltex & AA Smartfuel – our customer loyalty programme
Caltex is a proud foundation partner of the AA Smartfuel loyalty programme.
AA Smartfuel and AA Membership Cardholders can earn and accumulate fuel
discounts throughout a number of local and national businesses and redeem them
at our Caltex retail sites nationwide. AA Smartfuel aims to be New Zealand’s largest
loyalty programme and forms a key part of our national marketing programme
while providing our retailers the ability to for local offers. For more information
on AA Smartfuel visit www.aasmartfuel.co.nz
2.
LOCAL
BRAND
Modern stations
The new image Caltex stations are bright, modern, safe and clean and the service
should be fast, efficient and friendly. Customers recognize the Caltex brand
experience; it is bright and impactful, it uses dynamic colors, modern equipment
and it offers clean and safe forecourts.
The power of the Caltex brand can mean that your business becomes profitable faster,
because of the recognition and regard customers give the Caltex Star. With your own
Caltex station, you become a valued member of the community. Ultimately, the
rewards become more than financial as you gain security and peace of mind in
your investment, as well as the trust and confidence of your loyal customers.
3.
QUALITY
PRODUCTS
Caltex Fuels with Techron®
Both our petrol and diesel fuels contain Techron, an exclusive ingredient developed
to keep engines clean and functioning well. Since it was first launched in 2006,
after 25 years of research and development, Caltex customers have recognized
Techron’s proven cleaning power. To ensure Techron keeps up with the changing
demands of vehicles and fuels, Chevron’s commitment to Techron research and
development is ongoing.
Techron removes harmful fuel system deposits to help deliver five key benefits
to motorists:
· Better fuel economy
· Enhanced engine reliability
· Reduced exhaust emissions
· A smooth ride
· Stronger performance
Caltex provides two powerful loyalty
tools - StarCard and StarCash to keep
customers coming back to your station.
The Caltex StarCash Card
2. LOCAL
BRAND
1. GLOBAL
COMPANY
Visit www.caltexwithtechron.com to find out more.
5. PROFESSIONAL
PEOPLE
Caltex Lubricants and Coolants
Motorists know that when it comes to engine oils, they can trust Caltex. We supply
high quality products to a variety of commercial, industrial, marine & retail customers.
Caltex Havoline & Delo carry high performance products with compelling value to
meet most of our customers’ needs.
Caltex Havoline®
For over 100 years, consumers have trusted
Havoline® motor oils to deliver the ultimate in
engine performance and protection. Havoline
with Deposit Shield™ protects today’s engines
from the constant onslaught of harmful
deposits. Automobile enthusiasts
everywhere reach for Havoline passenger
car motor oil, motorcycle oil, antifreeze,
coolant, and transmission fluid products
when they want complete protection.
Visit www.havoline.com
to find out more.
3. QUALITY
PRODUCTS
4. COMPREHENSIVE
SUPPORT
Caltex Delo®
Delo has a long history of proven performance.
Delo premium products are designed for on-and
off-road applications, ranging from truck and bus
transportation, owner operator vehicles, construction,
mining, agriculture and power generation. From
transmissions to differentials, from wheel bearings
to shackle pins, we’ve got your equipment covered. With the development of ISOSYN® technology and
unique additive formulations, Delo products remain
at the forefront of engine oil performance and
reliability worldwide.
Visit www.deloperformance.com to find out more.
is a proprietary pre-paid card that can be
used for fuel and other in-store purchases
at Caltex outlets. The Caltex StarCash
card makes an attractive gift, builds
loyalty back to your station and is a great
way for owners to market all the products
on your site.
The Caltex StarCard
is an established fleet charge card
payment service for business use.
It provides fleet management reporting
to business customers so they can
track vehicle performance or manage
fuel budgets by cost centre. Caltex
StarCard is highly represented in site
purchase statistics and, depending on
location, it may represent a significant
proportion of total transactions.
4.
COMPREHENSIVE
SUPPORT
Site Set up and Design As a Caltex retailer you will receive valuable ongoing support and assistance.
Construction of service stations involves a wide range of legal issues, design
standards and material sourcing. Our engineers can give feedback to help guide
you, so you not only get the job done correctly, but efficiently too.
Here’s how we can assist our investors:
· Whether you are building from scratch or remodelling an existing site, we can
recommend our preferred design consultants who will help design your site
in the most efficient and practical way
· We will guide you on underground tank layout, wet
stock management and capacity requirements
· We will provide you with the names of the preferred
suppliers to install our selected range of dispensing
equipment and retail automation technologies
· While you will own most components on site, our
brand image is a crucial part of our shared reputation.
We will therefore own and maintain key branded items:
the Primary Identifier signage, the canopy fascia and
the graphics on spanners, spreaders and dispensers
2. LOCAL
BRAND
1. GLOBAL
COMPANY
5. PROFESSIONAL
PEOPLE
3. QUALITY
PRODUCTS
4. COMPREHENSIVE
SUPPORT
4.
COMPREHENSIVE
SUPPORT
Caltex Business Consultants
Comprehensive, ongoing training
You will have the regular support of our dedicated Business Consultants to help
guide and counsel you before and after you open for business. Our Business
Consultants each support a group of individual retailer sites, and are familiar
with the market and local conditions. Their primary role is to support you as
you grow your fuel business. They will help you to set up business plans, assess
performance against plan, and adjust sales and marketing tactics to ensure
that your business remains on track. They are a great source of competitive
information, which you can use to plot your path. They will assist and advise you
to ensure that our service, operational and image upkeep expectations are being
met – so that the customer site experience is as good as it can be.
As a Caltex Retailer, you’ll receive training in
product knowledge, point of sale, facilities
upkeep, safety and security. As a part of a global
group of companies, we share international best
practices and provide our retailers with the latest
and best information from around the world.
When you join the Caltex family, there are a series
of training courses that will prepare you for all
aspects of fuel retailing. These courses include:
·
·
·
·
Fuel Management
Operational procedures
Customer service expectations
Site Marketing Tools
At the end of the program, participants will be
able to successfully establish a new site as well
as manage it in a high quality, clean, safe and
reliable manner.
Customer Service Centre
Your Customer Service Centre will assist you with
enquiries or order-related issues. If you should
have feedback or a complaint, the Customer
Service Centre is ready to record it and follow
it through to successful conclusion.
Supply Chain You are required to buy your fuel
exclusively from Caltex. The Caltex fuel
pricing policy is geared towards having
you achieve optimum competitiveness
in your relevant market.
There are some conditions relating
to ordering, delivery size and
management of wet stock that you
must adhere to but ordering is a very
simple online process via Chevron
Business Point.
Our delivery contractors are
chosen for their safety, reliability,
environmental and operational
excellence records and we make our
best endeavours to deliver according
to your instructions. You are kept
fully informed as to the status of your
order. We will also provide accurate
and timely delivery documentation.
4.
COMPREHENSIVE
SUPPORT
Business Development Fund
To assist you in maintaining and supporting your business, we have created the
Business Development Fund program. How it works is simple. Over the year, by
saving a small portion of your margin, you build up a pool of money that you can
access for specific maintenance and construction work. This money can assist
you with meeting image commitments, upgrading lighting or refreshing paintwork,
for example. We simply need to verify that the money has been spent as agreed,
and we will make payment to you.
Chevron Business Point
Full of relevant information, the Chevron Business Point (CBP) website is your
primary day-to-day transactional interface with Caltex. Via a single point, you
have access to information such as fuel product technical specifications, safety
guidance, site management procedures, promotions and any other hot topics we
think you may find useful.
At CBP, you can order your fuel and track order progress, access your invoices
and statements, order equipment and uniforms from suppliers, and keep up with
all the latest Caltex news and brand developments.
Local Site Marketing
One of Caltex’s key differentiators is our ‘localness’. Thanks to our continual
investment in research, we understand that over 90 percent of your customers will
live within a few kilometres of your site. While those customers rely on and trust the
backing of a big brand, they also like to feel that there’s a connection between them
and their local service station. Done well, Local Site Marketing (LSM) can help build
up a large and loyal customer base.
On Chevron Business Point, you have access to our proprietary and proven LSM
tool, which is easy to implement, and leaves you in control of your local promotions,
but all within the power and substance of Caltex’s pre-approved Brand guidelines.
Backcourt Partners
The Caltex brand can be truly adaptable in meeting the investment needs of
the independent investor. With Caltex, you have the freedom to choose your own
backcourt partners identified to add value to your business. To many of our retail
investors, a strong non-fuel offering on the site is an added attraction as an
alternative source of income. Depending on your trading areas and needs, you may
want a convenience store, minimart, a workshop, a bakery or even a coffee shop.
5.
PROFESSIONAL
PEOPLE
Caltex New Business Acquisition
Specialists
Before you open your site, you will work with a New
Business Acquisition Specialist (NBAS). The NBAS
will help you navigate the options in creating your
new Caltex station, making that process smoother.
To ensure the highest quality performance, we live and
breathe The Chevron Way
They will help you with sound technical advice,
permitting issues and trading terms and put you in
touch with the subject matter experts that will make
the process easier, speedier and more productive.
Dedicated to your success, our NBAS’s are well
trained and commercially focused.
Our Vision
At the heart of The Chevron Way is our vision - to be the global energy company
most admired for its people, partnership and performance.
Our vision means we:
· safely provide energy products vital to sustainable economic progress and
human development throughout the world;
· are people and an organization with superior capabilities and commitment;
· are the partner of choice;
· earn the admiration of all our stakeholders - investors, customers, host
governments, local communities and our employees - not only for the goals
we achieve but how we achieve them;
· deliver world-class performance.
Our Values
2. LOCAL
BRAND
1. GLOBAL
COMPANY
5. PROFESSIONAL
PEOPLE
3. QUALITY
PRODUCTS
4. COMPREHENSIVE
SUPPORT
Our company’s foundation is built on our values, which distinguish us and
guide our actions. We conduct our business in a socially responsible and
ethical manner. We respect the law, support universal human rights, protect
the environment and benefit the communities where we work.
Integrity
We are honest with others and ourselves. We meet the highest ethical standards
in all business dealings. We do what we say we will do. We accept responsibility
and hold ourselves accountable for our work and our actions.
Solutions Driven
As we are committed to excellence in everything we do, we want to work with
you in partnership seeking out the best solutions and results for both parties.
Our people are results driven and we strive to overcome issues with innovative
thoughts and solutions. We are passionate about this business and have energy
to achieve results that exceed expectations - yours and ours.
Lasting Partnerships
To set up a working station is an expensive and time-consuming
business. Therefore we recommend long-term agreements so that
both parties can plan for the future and maximize benefits. We have
a large number of retailers and investors that have been with us for
generations, and we suggest you consult them to find out the benefits
of a long-term partnership with Caltex.
Investor Commitment:
We ask our investors to make six simple commitments to Caltex:
You treat your staff
well, so they treat
customers very well
and you execute
on-site according to
all Caltex’s site
experience standards
You understand your
neighborhood.
You demonstrate
commitment to your
community, and
support your local
events, heroes,
celebration as well
as the schools,
factories and offices
All aspects of the
facilities are well
maintained and clean.
Forecourt and toilets
are clean, safe to walk
on, comfortable, and
well lit at night. The
signage, landscaping
and paintwork looks
fresh and clean too
You honor StarCard /
Star Cash and all
major forms of
payment too
You learn and
consistently
implement Caltex
systems/processes
to ensure clean,
safe, reliable and
quality operations all
day everyday
You do business
The Chevron Way;
behave ethically,
respect the law,
protect the environment,
and so benefiting your
community