Rice Oil

Client Background

Rice Oil, a regional wholesale distributor of lubricants from all major brands including Wolfshead, Valvoline, Shell and Quaker State, was on the cusp of transitioning management. Rice Oil sought to proactively strengthen and leverage their brand, as the company began acquiring several competitors to gain market share.

The Challenge

Rice Oil serves car dealerships, rapid oil change retailers and industrial machinery and manufacturing organizations. In business since the early 60’s, Rice Oil’s muddled brand no longer conveyed its growing list of services in distribution, business development and environmental recycling. A clearly defined competitive advantage was needed to refocus the brand promise and more effectively communicate with employees, associates, strategic partners, supply chains and most importantly, its customers.

The Outcome

Following discussions with Rice Oil’s top customers, past and present, Caler&Company discovered that every customer shared a similar perception that Rice Oil “made business easy”. The high level of service of its field service representatives always found the means for customers to reduce paperwork, gain economies, identify and alleviate problems and make customers’ businesses run smoother. This led to the development of Caler&Company’s recommended new positioning statement, No Friction. Delivering both a product and service promise, No Friction, acts as a powerful platform to launch every aspect of the company’s brand promise. No Friction ensures top quality lubricants, while also conveying Rice Oil’s dedication to making business easy through consultative and responsive service. A double meaning - to differentiate great performance of product and service.

Working hand in hand with the management team and sales force, Caler&Company created strategic initiatives, including a new logo, branding methodology, selling strategies, fleet graphics and a Web presence. Caler&Company helped leverage Rice Oil’s expert field service reps and ability to reduce the frictions of business, while adding value with consultation. With a revitalized and focused brand, Rice Oil realized considerable success through new and expanding business ventures.

“I wanted to take this opportunity to thank you for your outstanding services provided by Caler & Company. What sets Caler & Company apart from its peers, though, is your attitude. I was so impressed by your desire to identify with our needs-not only for the office personnel, but also from the sales staff. This commitment to “going the extra mile” is one that we at Rice Oil commit ourselves to everyday. We are proud to do business with a partner that has the same priorities.”

William W. Fleming
Vice President, Sales and Marketing
Rice Oil, LLC