Case Study: ExxonMobil Lubricants & Specialties / Mobil 1 Situation Oil & Petroleum ExxonMobil Lubricants & Specialties markets the world’s leading synthetic oil, Mobil 1. In the US synthetics market, Mobil 1 is widely recognized as the category innovator and performance brand, and enjoys significant market share leadership. When the synthetics segment experienced a decline in product differentiation and an increase in competitive spending, ExxonMobil Lubricants & Specialties sought to build its brand portfolio – and reinforce its technological leadership – through the introduction of super-premium performance products. Engagement Denneen & Company worked with the client to develop positioning and go-to- market strategies for the new product line. We also worked closely with the client tea

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