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    Gulf Sunrise Lifts Consumer Opinion

    Independent research finds the company's reimaging project resonates positively with customers.

    NEWTON, Mass. -- Gulf Oil's Sunrise initiative, which has rebranded more than 50 of its retail locations with an updated logo, graphics and technology, has reinforced its perceptions among consumers as a premier brand in the Northeast, the company stated, citing recent consumer research.

    "Our new image campaign has not only been enthusiastically embraced by our dealers and distributors, but also by the motoring public," Gulf president and CEO Joseph Petrowski said in a statement.

    The Gulf brand is very well perceived by the motoring public, and has been described as "a friendly, solid, reliable brand," according to recent findings from independent consumer focus groups cited by the company. Focus groups also found that the company is viewed as having high-quality gasoline and service, the company stated.

    "To remain competitive, strong brand recognition and a positive image are fundamental components in attracting people to our gasoline retail centers," said Petrowski. "But it cannot end there. We sustain that positive image impression by focusing on quality gasoline, competitive prices, and an improved retail experience for the public."

    To do so, Gulf is continuing to implement the Gulf Sunrise look, and is adding extra features such as the Gulf Express convenience store, the company stated. An additional 200 stations are in different stages of transition to the Gulf Sunrise image, and other services, such as car wash and bay-conversion programs, are planned to roll out later in the year, according to the company. For more information, look for the second part of a series on the Gulf Sunrise project in the March 3, 2008, issue of Convenience Store News.

    "To our distributors and dealers we are committed to delivering a level of support and service that exceeds what other oil companies can or will deliver," concluded Petrowski. "We are positioning ourselves as a partner with our distributors -- a partner that is able to contribute in all aspects of wholesale marketing, finance, and operational development. The long-term success of our current distributors and dealers will be the driver to Gulf's organic growth and the No. 1 tool to attract new premium sites to the Gulf portfolio."

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