| |  | 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. | | | |
