| Wholesale Marketing is our focus! |
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| Jack Muellerleile - VALERO Brand Conversion Consultant |
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4VQP.com founder Jack Muellerleile has been an oil industry watcher for more than 40 years including 23 years on the payroll of Big Oil. He thinks a "Sea Change" may be occuring in the 'downstream' part of the oil business. In this regard, VALERO bears close scrutiny as it roles out a strategic game plan that may mean big profits for itself, its shareholders, its distributors and its branded dealers.
Savvy people may want to climb aboard the VALERO bandwagon while seats are still cheap...and available, site wise. Check this page periodically for recent public disclosures which support the above observation concerning the VALERO BRAND.
Contact Jack (now a VALERO Conversion Consultant) for advice. He may be reached at:
Jack Muellerleile
ECHO SOURCES INC
V. 714.220.1806 ~ E. jrm@4VQP.com
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| Topics Discussed @ Valero Energy Corporation Retailers & Jobbers CyberConference Conducted 02.08.06 |
- Overview
- New Strategy
- Valero - 1997
- Valero Today
- Acquisitions
- Premier Refiner
- Accomplishments
- The Right Business
| 9. Best culture
10. Branded Network
11. Planned Branded
12. Decision Drivers
13. Program Elements
14. Brand Support
15. The Olympics on NBC
16. Sponsorships
| 17. Valero Branded TV
18. Valero Branded Outdoor
19. Credit Card Marketing
20. Coming Soon
21. Unbranded Business
22. Valero Future
23. Well-Positioned
24. Going Forward
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CSPNetwork Link to 02.08.06 Valero CyberConference
hosted by the
CSPNetwork
CyberConference Center
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Click Here to download the session slides in .pdf format. (Use PASSWORD: 0208)
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Click Here to order a recording of this event ($49.00 for unlimited viewing).
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04.05.06 CSPNews ~ VALERO - Expands its 'Fresh Choices' brand. New private-label sodas available in five varieties. For details, go to Valero Adds a Splash of Flavor .
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06.04.06 L. A. Times ~ Rising prices can force independent gas stations to sell fuel at a loss. Some seek to get approval as a VALERO or other major brand but waited too long. See Running on Empty .
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08.07.06 Oil Express ~ VALERO eyes package of Midwestern CITGO products terminals. Go to Expansion Support .
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08.08.06 NPNMarketPulse ~ BP restart of Prudoe Bay oil field could be months away. See story at Prudoe Bay Months Away . OBSERVATION / COMMENT: According to knowledgeable Los Angeles industry insiders, this will create a 'sweet crude' shortfall on the West Coast that is expected to drive the RACK PRICE up to $.40 / gal beyond the DTW paid by retailers with major brand supplier contracts. If so, the INDEPENDENTS will likely close their doors. Savvy INDEPENDENTS are rushing around right now looking for a re-branding deal. Super-savvy independents will try to get a supply contract with VALERO while one is still available in their trade area. Were the folks at USA Petroleum able to see into the future? Hmmm...?
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08.21.06 CSPNews ~ For Valero, Susser deal raises the "V" image locally and nationally. For more on this, go to A Texas Coup .
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09.28.06 Convenience Store News ~ Valero and Oil Marketers Association Raise Money ($7 million) for Charity. For the full story, go to Giving Back .
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10.05.06 CSPNews ~ Valero & 7-Eleven are testing security system to discourage loitering, crime. Go to A Voice From Above .
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12.01.06 CSPDaily News ~ While aggressively growing its branded wholesale network on the East and West coasts over the past couple of years, Valero now moves into the Great Lakes region intent on grabbing a bigger portion of the upper Midwest market. For details, go to Valero's Midwest Push .
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12.13.06 CSNews ~ Valero gets 5 yr. contract to supply all of Ohio's Turnpike Service Plazas. For details, go top Ohio Says Hello to Valero .
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04.05.07 CSP Daily News ~ Valero's corporate stores shakeup hones more profitable retail network. See Shakeup .
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05.08.07 msn.money ~ What's Warren Buffett's next move? A high-demand industry and specifically Valero Energy , America's largest oil-refining company.
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01.02.08 - CSP Daily News ~ Valero's unveiling its new concept store. Features fresh food, larger format, bright colors. For the details, go to Valero Roadrunner Store .
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01.07.08 - Los Angeles Times ~ Valero 'steps on the gas' in state (of California). In the last 3 years, Valero branded nearly 300 additional stations (in California). Since the year 2000, Valero has gone from an industry footnote to the largest refiner in North America with 17 plants from California to Aruba in the Caribbean. It supplies 5800 gas staqtions in 38 states. It ranks 5th in California with an 11% market share, up from 7% in 2001 according to the state Energy Commission. Nationwide, Valero passed better-known brands Marathon and Sunoco to grab a 5.5% market share and became the 7th largest gasoline seller in Sept. 2000 according to data compiled by Lundberg Survey Inc in Camarillo, CA. Vice-President Eric Moeller, who is in charge of fuel supply contracts with dealers and distributors, says Valero sees no reason to slow its push to the pump. "We've just hit our stride", he said. "We're still growing...and we absolutely want our name to be continually better recognized". For many more details, go to Valero continues to "Make its Big Move" .
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01.11.08 - CSP Daily News ~ Valero refiner-marketer's first year as title sponsor of Alamo Bowl sees record crowd. For full story, go to Valero Goes Bowling .
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01.31.08 - NPNweb.com ~ Valero Energy reports fourth quarter and annual earnings. Cick here on 2007 Earnings .
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| Corporate Store Image |
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VALERO’S PREMIER BRAND CONVERSION PROGRAM
(SOURCE: Dealer BUSINESS DEVELOPMENT GUIDE ~ VALERO ENERGY CORP. ~ March, 2005)
VALERO BRAND CONVERSION
Locations must meet certain minimum standards (see below) and economic criteria to qualify for the Valero Premier Brand conversion.
Benefits to locations converting to the Valero brand include:
- Quality fuels and a branded supply contract backed by the largest independent refiner and marketer in the U.S.
- Acceptance of Valero’s proprietary credit cards as well as bank cards
- Participation in Valero’s commercial and Fleet Services card programs
- Participation in Valero’s state-of-the-art satellite program
- Personalized support from Valero’s own Credit Card Service Center
VALERO BRAND STANDARDS
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Minimum Requirements
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| Canopy
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- Modern / well-lit canopy structure
No fluorescent lighting Canopy pan required Smooth, flat, horizontal fascia (30” minimum)
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| Exterior Surface |
- Concrete pad under canopy
- Asphalt or concrete in all parking areas, drives, ingress / egress, etc.
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| Gasoline Dispensers |
- Minimum 2 MPDs with CRINDS
- Must be modern, fully operational & in good condition
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| Diesel Dispersers |
- Stand-alone diesel dispenser (single product dispenser) under gasoline canopy is acceptable
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| Convenience Store
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Modern c-store with an exterior appearance that complements the overall branded image Good outside lighting Interior that is clean, modern, visually appealing and well-stocked that complements the overall branded image Good inside lighting Clean / modern public restrooms
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| Volume Requirements |
- Minimum gasoline volume varies by market
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| Satellite (VSAT) System |
- Must install, use and maintain (at Dealer’s expense) Valero approved satellite (VSAT) system upon branding
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For a PDF printable copy of the above "Valero's Premier Brand Conversion Program",
click
~ Get a copy ~
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| Baldwin Park Valero |
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For descriptive information and a lot more pictures of this newly converted VALERO unit, click here on Baldwin Park Valero .
To check out this VALERO unit, click here on Montebello Valero .
To see VALERO re-imaging at work, go to Busy Contractors .
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| Montebello Valero |
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| Re-imaging at work |
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| Temporary Identity Items |
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To see "Temporary Identity Items" used when the conversion candidate is in a hurry to begin pumping VALERO brand fuels, go to Temporary ID .
To see more "Before" and "After" pictures, go to THE VALERO LOOK .
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| "Before" Re-branding Valero |
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| "After" Re-branding Valero |
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