THE IMPACT OF GASOLINE ADDITIVES FOR THE MARKETING OF FUEL DISTRIBUTION COMPANIES IN MEXICO

Abstract

This article describes how gasoline additives are a marketing factor that fuel distribution companies apply, for this purpose the following questions are raised: what are additives? What effects do they have on the vehicle's engine? How are they used? What amounts of additives are incorporated into gasoline? And, above all, what benefits do they offer for vehicles? After asking the research questions, the current situation of the oil industry in Mexico is explained and, how the fuel distribution companies that have recently entered the Mexican market, carry their strategies to promote and market their additives through actions of the 4 Ps of marketing: product, price, distribution and promotion. The companies that are described as practical examples are Pemex, Exxon Mobil, Shell and British Petroleum, the additives they offer to compete in the new conditions of the oil situation, after the energy reform in Mexico, are also explained