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ExxonMobil: The Devil in the
Detail
The
Brief:
ExxonMobil ran frequent
'gift-redemption with fuel purchase' in their Asia
Pacific territories. They want to produce a
'commodity' item that would have mass appeal
across national borders. One of the most popular
items was the ubiquitous umbrellas. As these were
produced independently by different manufacturers
in the respective territories, it resulted in
widely varying costs and production
standards.
The
Challenge:
Centralize production to exploit
economies of scale and tighten quality control.
The supplies also had to take charge of
distribution to all territories; deliver the
umbrellas to gas stations; while bearing in mind
the taxes and tariffs in the individual countries.
The Result:
Picture
1: Umbrellas
Picture
2: Umbrella Straps
Picture
3: Umbrella
Handles
The
Process:
A host of designs were offered to
more than 10 different participating territories.
Using manufacturing details to enhance the
umbrella, each geographical region could choose
their preferred design and the details that would
best suit their market. For example, the client in
the different countries could customize the
umbrellas according to the local preferences, like
a choice of detail on the tying-strap handle-hold
branding and color coordination of the hood. This
enhanced the aesthetics and increased the
perceived value of the simple umbrella.
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RED POD (CHINA) CO LTD.
