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Promotional push to boost sales of Havoline oils

Chevron is launching a promotional programme for its Havoline oil brand in order to push sales of one-litre top-up packs in service centres.

The programme includes a one-litre top-up kit, point of sale material and displays together with an upsell training CD.

Campaign material will be free of charge to garages with the first qualifying order of Havoline one-litre packs and one-litre sleeves.

The CD contains information on understanding the function oil plays in an engine, why engines need topping up, the background to the market, the importance of using the correct oil and customer benefits of the top-up packs.

It uses interactive animation and examples of upselling to help employees.

“Dealers have a major advantage over other sources of supply, simply because they service the vehicle,” said Brian Hayes, marketing manager of Chevron Global Lubricants.

“Our specially developed upsell programme will help them identify the issue and help take advantage of the opportunity.”
Only 14% of customers are offered one-litre oil top up packs when their cars are serviced, according to a recent survey by Chevron.

The company was unwilling to state how many garages it currently works with or what sales increase it hopes to record from the campaign.

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