The Marketing mix of Mobil analyses the 4Ps of Mobil, which includes the Product, Price, Place, and Promotion of Mobil. Socony-Vacuum Oil Company is commonly referred to as Mobil and, in 1999, merged with Exxon to become a parent company titled ExxonMobil. Mobil is a significant part of its parent company operating under its brand name. It is of American origins and is associated with the oil and gas industry. Some of its competitors are as follows-
- ConocoPhillips
- Total
- Royal Dutch Shell
- Chevron Corporation
- BP
About Mobil Company
- Type: Oil and gas company
- Industry: Energy
- Founded: 1911
- Founders: John D. Rockefeller, Henry Flagler, and others
- Headquarters: Irving, Texas, United States
- Area served: Worldwide
- Current CEO: Darren Woods
- Number of employees: 76,000
- Major products: Gasoline, diesel fuel, jet fuel, lubricants, asphalt, and chemicals
Table of Contents
Mobil Product Strategy
Mobil operates under ExxonMobil Lubricants, Fuels, and Speciality Divisions. It includes a wide and diversified range of marine, aviation, industrial and automotive lubricants. Mobil service stations use it and provide fuel products like marine fuel, aviation fuel, kerosene, heating oil, diesel, and gasoline. Its current product portfolio consists of the following.
Motor Oils – These are specially designed and formulated to cover extra distance. It is available as high-mileage, conventional, and synthetic oils for diesel and natural gas vehicles.
- Mobil 1
- Mobil Delvac
- Mobil Super
Synthetic grease protects hardworking parts from wear, temperature extremes, and rust and is very suitable for chassis and pin lube points, steering linkages, ball-joint suspension, and wheel bearings.
- Mobil 1 Synthetic grease
Gear lubricants- Offers protection to hardworking parts and is designed to protect and extend the life of differential gears, rear axle, and transaxle in extreme conditions.
- Conventional gear lubes
- Synthetic gear lubes
Automatic Transmission fluids- Are available in several varieties to meet particular needs.
- Mobil 1 synthetic ATF
- Mobil Type F ATF
- Mobil DEXRON-VI ATF
- Mobil ATF 3309
- Mobil ATF D/M
- Mobil Multi-Vehicle ATF
Oil Filters- Acts as a key to achieving the best results from motor oil to get longer life and performance of engines
- Mobil 1 Motorcycle Oil Filters
- Mobil 1 Extended Performance Oil Filters
The product mix of Mobil in 2023 is as follows (Source)
- Motor Oils and Lubricants: Mobil is renowned for its synthetic and conventional motor oils, including the Mobil 1 line. These products are designed for various types of engines and vehicles, including cars, trucks, and motorcycles.
- Industrial Lubricants: Mobil provides a wide array of lubricants for industrial applications. These include hydraulic oils, gear oils, and greases used in machinery and industrial equipment.
- Marine Lubricants: Specialized lubricants designed for marine applications, catering to the needs of ships and other maritime vessels.
- Aviation Products: Mobil supplies aviation oils and lubricants for aircraft engines and components.
- Fuel Products: Mobil offers various types of fuels, including gasoline and diesel. They may also produce and sell alternative fuels such as biodiesel.
- Chemical Products: Mobil, under its parent company ExxonMobil, also produces a variety of chemical products that are used in manufacturing, healthcare, and other industries.
- Services: Beyond physical products, Mobil offers oil analysis, lubrication services for industrial clients, and technical support to help customers choose the right products.
Mobil Place Strategy
Mobil is an American-based brand; hence, the company’s products are readily available in most parts of the United States. It has expanded its operations to reach several global countries like Cameroon, Egypt, Gabon, Kenya, Tunisia, and Nigeria in Africa, Australia, Bangladesh, Cambodia, India, Indonesia, and Hong Kong in Asia-Pacific, Costa Rica, Jamaica, Panama, and Puerto Rico in Central America and Caribbean region, Bulgaria, Denmark, France, Hungary, Greece and United Kingdom in Europe, Canada and Mexico in North America and Argentina in South America.
It is a major retail gasoline brand for its parent company in Nigeria, New Zealand, Guam, Egypt, Colombia, Australia, and the United States. After its merger with Exxon, Mobil has become a lubricant brand for Europe and is a premium oil sold at Esso service stations. It has a solid and widespread distribution network helps make products available to customers via petrol pumps and other petroleum industry-related outlets.
The place strategy of Mobil is as follows:
- Global Distribution Network: Mobil utilizes a vast global distribution network, ensuring the availability of its products in numerous countries and regions. This widespread presence caters to both consumer and industrial markets.
- Retail Outlets and Gas Stations: Mobil has a significant presence through branded service stations and retail outlets, making their automotive products easily accessible to everyday consumers.
- Partnerships with Auto Manufacturers and Industries: Mobil establishes strategic partnerships with automobile manufacturers and various industrial sectors, ensuring direct distribution of their lubricants and oils to these industries.
- Online Sales Channels: Mobil has adapted to digital trends by offering its products through online platforms, making purchasing convenient for customers, and expanding its market reach.
- Supply Chain Efficiency: Mobil focuses on optimizing its supply chain, from production to delivery, ensuring efficient and timely distribution of products to meet market demands.
Mobil Pricing Strategy
It isn’t easy to set up a permanent pricing policy for any company related to the global oil and gas sector because its prices continuously fluctuate in the world market. Price is a variable factor and greatly depends on the prices set up by governments of the particular region.
Mobil has to consider geographical divisions before setting up any pricing strategy. It has adopted a competitive pricing policy that is value-based and is marginally closer to the prices set up by rival gas companies.
Mobil’s pricing strategy reflects a blend of market-based pricing and value-driven approaches tailored to meet a highly competitive environment and the diverse needs of its global customer base. Here’s an expert breakdown of their strategy:
- Competitive Pricing: Mobil closely monitors market trends and competitor pricing, especially in the highly competitive fuel and lubricant market. This enables them to set competitive yet profitable prices, balancing market demands with the premium nature of their products.
- Premium Pricing for Synthetic Products: For their high-end synthetic products, like Mobil 1, Mobil adopts a premium pricing strategy. This reflects the advanced technology, superior performance, and enhanced engine protection these products offer, justifying a higher price point in the eyes of discerning consumers.
- Volume Discounts and Contracts: Mobil often employs volume discount strategies in the industrial sector. This approach incentivizes bulk purchases for large industrial clients, fostering long-term relationships and ensuring steady business from key clients.
- Dynamic Pricing in Fuel Markets: The pricing of Mobil’s fuel products, such as gasoline and diesel, is subject to dynamic adjustments based on crude oil prices, regional taxes, and distribution costs. This flexibility helps Mobil remain competitive in a fluctuating market.
- Value-Added Services: Mobil enhances the perceived value of its products by offering additional services, such as technical support and oil analysis. This strategy allows them to maintain a competitive edge without relying solely on price reductions, thereby preserving brand value and profitability.
Mobil Promotion Strategy
Mobil is a trendy brand with oil products and a distinctive logo of Pegasus, a winged red horse. It has been associated with several sporting events to create and maintain brand awareness. Mobil was the most obvious choice of most racing teams at one time. It has entered sponsorship deals like Rusty Wallace’s No 27 car and William’s Formula 1 Team in NASCAR.
It has been part of Porsche Motorsport and Porsche Mobil 1 Supercup. Mobil is a recognized brand that actively participates in CSR activities, encouraging young minds in science, technology, and education. It runs several programs related to women’s empowerment, particularly emphasizing their education and societal development.
Mobil’s promotion and marketing strategy focuses on three key areas:
- Brand Endorsements and Partnerships: Mobil leverages partnerships with leading automotive brands and motorsports events to enhance brand visibility and credibility.
- Digital Marketing and Social Media Presence: They utilize digital platforms and social media for targeted advertising and customer engagement, adapting to modern marketing trends.
- Customer Loyalty Programs: Mobil offers loyalty and promotional programs at their service stations and retail outlets to retain customers and encourage repeat business.
Some Recent Video ads and Print ads of Mobil are:
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