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Phillips 66 Lubricants recently announced that the company will consolidate its lubricants portfolio into two brands, Phillips 66 and Kendall Motor Oil, beginning July 1, 2016, in an effort to drive strategic growth and strengthen existing business relationships.
The move from a tri-branded strategy is intended to help elevate the profile of Phillips 66 Lubricants as a national lubricant supplier and better position it for the future.
As a result of the consolidation, Phillips 66 Lubricants will optimize its product portfolio mix and develop a full line of lubricant products for every need under the Phillips 66 brand.
The consolidation will affect only the Phillips 66 Lubricants business. The Phillips 66, Conoco and 76 fuel brands will remain intact.
"We believe this new direction will help to build long-term equity for our brands and enable us to compete more aggressively in the marketplace," said Bryan Faria, manager of finished lubricants for Phillips 66. "Consolidation simplifies the brand portfolio while also allowing us to increase marketing support for two distinct brands. We're committed to building strong brand awareness and focusing our efforts to have greater impact and be more efficient overall."
For more information, visit www.Phillips66Lubricants.com.