In August of 2004 he Romero Group From Peru buys the Shell fuel stations network in Peru and the following year, In November of 2005 nace Primax S.A. In Peru. This begins the transformation of Shell to Primax stations. This evolution was born with the clear objective of satisfying each of the company's clients that was gestured at that time and would become a short time in one of the great players of the fuel distribution and marketing industry in Latin America.
From its beginnings Primax sought to reinvent himself and provide better service and quality of products, thus achieving the best version of Shell.
How did this change rethink and what identity approach was given to the brand?
On the one hand Primax at the time of its launch improved the service to its customers, improving closeness and warmth in your attention. He also renewed his islands, stores, products and services without altering the basic elements present in the brand, that is to say, They kept their image but with a more fresh and modern air.
This can even be denoted in the simplest elements of the brand as the corporate color, It is easy to recognize the similarity of Primax and Shell in this regard.
The impact that the change of a brand can generate can be very large and depends on correctly applying the strategies not to end in a disaster. Primax is the clear example of success in this regard since he took advantage of the best moment, It is considered that at the time that did, The competition was in a state of hibernation to rethink a renewal of its companies.
Through an advertising campaign they managed to sell their new image very well and that in these cases the important thing is not to invest large amounts of money to look good, but be clear to where, Who and how you want to reach the heart and interests of consumers and thus choose the means that best suits to make the message effectively.
With all this, Primax was promoted in the market through promotions, intrigue and launch campaigns and accompanied the entire process with mass advertising. Thus achieving its objectives of presenting a better quality, Infrastructure and service focused on continuous communication with consumers, a plus that gives it a lot of advantage before the competition.
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