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Published On: Fri, Mar 21st, 2014

Why we repackaged our lubricants – Forte Oil

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From Ayodele Samuel, Lagos

The Group Chief Executive Officer of Forte Oil, Akin Akinfemiwa said the company repackaged its lubricants brands in line with its company’s repositioning plan to sustain its growth.

Akinfemiwa speaking at the relaunch of Visco 2000 and Super V engine oils said the repackaged lubricants come with innovation, convenience as well as distinctive qualities that ensure that customers spend on the company’s range of lubricants.

Akinfemiwa stated that they had used an enhanced formulation, but still retaining the same British Petroleum formulation representing excellence, quality and thus is an above average lubricant.

“At Forte Oil, we are committed to excellence and quality, and we do our things in a transparent way that makes us stand out as a brand. Our core values are being committed, open, responsive, and also respect.

“We are committed to everything that we do as a company. We are open and very transparent in our dealings with all our stakeholders we value honest and open feedbacks both from our employees and even receiving such from our stakeholders.”

We are responsive to the needs of our customers and all our stakeholders and in everything that we do we treat everybody with respect.”

Akinfemiwa said “You need to look at Forte Oil beyond just engine oil; we are a foremost integrated energy solutions provider.

“We are not only manufacturers of lubricants, we are also retailers of refined petroleum products; we are involved with power generation, we are involved with upstream services now if you look at our entire business you will see that we are an energy solutions provider.

“And there is nobody that says that being an energy solutions provider has to be masculine. We must take into account the female gender in everything that we do.”

He explained that the rebranding project commence three years ago when AP oil decided to create a new appeal as Forte Oil.

He said the company started with rebranding their stations, rebranding their people, processes and philosophies, and now as part of that rebranding process they had thus repackaged their lubricants products.

“What we found most important and crucial to us lies in our core values and when we looked at those core values beyond the masculinity of the engine oil business which is one aspect of our business.”


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