In August of 2004 the Romero Group del Perú buys Shell's network of fuel stations in Peru and the following year, in November of 2005 born Primax S.A.. in Peru. This begins the transformation of the Shell stations to Primax. This evolution was born with the clear objective of satisfying each of the customers of the company that was developing at that time and would soon become one of the major players in the fuel distribution and marketing industry in Latin America..
Since your beginnings Primax sought to reinvent itself and provide better service and product quality, thus achieving the best version of Shell.
How was this change rethought 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 the closeness and warmth of your attention. He also renovated 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 fresher and more modern air.
This can be denoted even in the simplest elements of the brand such 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 so as not to end in a disaster. Primax is the clear example of success in this regard since it took advantage of the best moment, since it is considered that at the time that he did it, the competition was in a state of hibernation as to reconsider a renewal of their companies.
Through an advertising campaign they managed to sell their new image very well and in these cases the important thing is not to invest large amounts of money to look good, but be clear where, to whom and how do you want to reach the hearts and interests of consumers and thus choose the medium that best suits them to effectively get the message across.
With all this, Primax was promoted in the market through promotions, intrigue and launch campaigns and accompanied the entire process with massive advertising. intrigue and launch campaigns and accompanied the entire process with massive advertising, intrigue and launch campaigns and accompanied the entire process with massive advertising, intrigue and launch campaigns and accompanied the entire process with massive advertising.
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