THE DELO INSTALLED PROGRAM

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Mervin Bishop
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1 THE DELO INSTALLED PROGRAM

Your advantage in a competitive market. You re out there. You know it s true. Competition in the oil change business is as tough as it gets.

They ll know you re installing a product with a firm heritage of excellence, innovation and reliability.

Partners who commit to selling Chevron and Delo branded products benefit from unparalleled merchandising and business support. It s simple.

2 Your advantage in a competitive market. You re out there. You know it s true. Competition in the oil change business is as tough as it gets. But, when you feature Delo products and proudly fly the Delo brand, you can be sure your customers and prospective customers know you re on the leading edge of lubrication technology. They ll know you re installing a product with a firm heritage of excellence, innovation and reliability. They ll recognize you as a trusted supplier of one of the most popular and powerful brands in the market. The Delo Installed Program rewards you for your brand loyalty and quality commitment with: Quality Products Free Welcome Kit End User Promotions Merchandising Materials and Business Support Installed Advertising Allowance Program (IAAP) The Program The Delo Installed program helps you build your business. Partners who commit to selling Chevron and Delo branded products benefit from unparalleled merchandising and business support. It s simple. You commit to a purchase level and you are instantly rewarded with product benefits. The Delo Installed Program caters to two levels of partners: Builders and Installers. Terms and Conditions Chevron Canada reserves the right to deny reimbursement for expenditures and activities that do not meet the guidelines set forth in this document and that are, in its opinion, in violation of common business practices, regulations and guidelines. Chevron Canada reserves the right to make changes or terminate any or all of these programs at any time. All advertising must comply with Chevron Canada identity guidelines and all applicable advertising laws and regulations. THE DELO

3 Table of Contents The Delo Installed Program Page 2 Page 3 Page 4 Page 5 Page 6-7 Page 8-9 Page Page Page 14 Delo Installed Program Outline Builder and Installer Levels Delo Installed Welcome Kit Free Builder and Installer Welcome Kits to identify your business as a reseller of quality Chevron and Delo branded products with a selection of interior signs, product decals, branding and customer service items. Consumer Promotions Ongoing promotions will focus on the features, advantages and benefits of Chevron s quality brands and products. New Account Merchandising Allowance Receive a merchandising allowance made available for Delo signage, merchandising, branding and service materials. Installer Advertising Allowance Program (IAAP) Your essential resource to help cover the cost of customized ads, direct mail, point-of-purchase materials and vital marketing support materials. Quality Consumer Products Powerful brand strength and name recognition in the lubrication industry. Chevron Limited Product Warranty. IAAP Approved Advertising Media and Requirements Sign Up Form, Redemption Chart and Summary IAAP Prior Approval/Expenditure Claim Form INSTALLED PROGRAM 1

4 The Delo Installed Program Builder Level Be a Builder. The brand new category of Delo Builder has been established for Heavy Duty Motor Oil installers who value the power of the Delo brand. To qualify as a Delo Builder you must: Purchase a minimum of 21,000L of qualifying product, which is comprised of a minimum of 20,000L of conventional and 1,000L of premium products. You receive: In return, partners receive tailored Welcome Kits containing valuable store-front merchandising material, end user promotions, Merchandising Allowance and can earn funds to the Installed Advertising Allowance Program (IAAP), redeemable online for advertising or marketing material of your choice. Qualifying products include: Delo 400 LE Engine Oil 10W-30, 15W-40 Delo 400 LE Synthetic Engine Oil 5W-40 Delo Extended Life Coolant/Antifreeze Concentrate, 50/50 Delo ESI Gear Oil 80W-90, 70W-90 Delo Greases Delo Synthetic Transmission Fluid The Delo Installed Program Installer Level Be an Installer. The brand new category of Delo Installer has been established for Heavy Duty Motor Oil installers who value the power of the Chevron family of products. To qualify as a Havoline Installer you must: Purchase a minimum of 5,250L up to 20,999L of qualifying product, which is comprised of a minimum of 5,000L of conventional and 250L of premium products. You receive: In return, partners receive tailored Welcome Kits containing valuable store-front merchandising material, end user promotions, Merchandising Allowance and can earn funds to the Installed Advertising Allowance Program (IAAP), redeemable online for advertising or marketing material of your choice. 2 THE DELO

A company product A A company product 2011 Chevron Lubricants Canada Inc. All rights reserved. All trademarks are the property of Chevron Intellectual Property LLC.

5 A company product A A company product 2011 Chevron Lubricants Canada Inc. All rights reserved. All trademarks are the property of Chevron Intellectual Property LLC. company product 2011 Chevron Lubricants Canada Inc. All rights reserved. All trademarks are the property of Chevron Intellectual Property LLC. A company product 2011 Chevron Lubricants Canada Inc. All rights reserved. All trademarks are the property of Chevron Intellectual Property LLC. A company product 2011 Chevron Lubricants Canada Inc. All rights reserved. All trademarks are the property of Chevron Intellectual Property LLC. Free Installed Welcome Kit Your decision to join the growing team of partners buying and promoting Delo products has countless rewards. Let your customers know that you are now a proud Delo supplier. You are entitled to a free Welcome Kit containing the following valuable merchandising items. Builder Level Kit: SOLD HERE Delo Banner (1) 60" x 32". Heavy-duty polyvinyl construction, includes grommets. Quick and easy installation. SOLD HERE Delo Countermat (1) 13" x 19". 10 mil. textured vinyl with 8 mil. rubber grip back. SOLD HERE Delo Illuminated Metal Sign (1) 4' x 4' with Lamps and Ballast. Installation not included. Delo Wall Clock (1) 12" x 12". Battery powered. Easily mounts on wall. Delo Static Cling Service Reminders (2 rolls of 500 each) 1 3/4" x 2 1/2". Non-personalized. Easily affixed to your customer s vehicle window. Delo Hat (6) Cotton Hat with Delo logo on front & Chevron logo on side. Installer Level Kit: SOLD HERE Delo Banner (1) 60" x 32". Heavy-duty polyvinyl construction, includes grommets. Quick and easy installation. SOLD HERE Delo Countermat (1) 13" x 19". 10 mil. textured vinyl with 8 mil. rubber grip back. Delo Tacker Sign (1) 48" x 36". Metal Tacker Sign. Delo Wall Clock (1) 12" x 12". Battery powered. Easily mounts on wall. Delo Hat (6) Cotton Hat with Delo logo on front & Chevron logo on side. SOLD HERE Delo Static Cling Service Reminders (2 rolls of 500 each) 1 3/4" x 2 1/2". Non-personalized. Easily affixed to your customer s vehicle window. INSTALLED PROGRAM 3

6 End User Promotions The Delo Installed Program offers continual business support through the offering of hard-hitting consumer communications and promotions. Timely promotions are available throughout the year and are continually being updated to feature varying products, services and reasons to buy. Promotions help provide an immediate incentive to buy, ultimately helping to build your business. 4 THE DELO

Merchandising and Business Support A custom online Marketing SupportNet Program has been designed to support your business building success every step of the way.

7 Merchandising and Business Support A custom online Marketing SupportNet Program has been designed to support your business building success every step of the way. Online you will find countless marketing, merchandising and advertising material. Purchase items with your Merchandising Allowance. Merchandising Allowance Upon program sign-up, you will automatically receive a start-up allowance that is redeemable for merchandising and promotional material available on the online SupportNet program. Builder Level Start-Up Allowance = $1,000 Installer Level Start-Up Allowance = $500 INSTALLED PROGRAM 5

2011 Chevron Lubricants Canada Inc. All rights reserved. Chevron, the Chevron Hallmark, Delo and Delo Delivers Confidence are trademarks owned by Chevron Intellectual Property LLC.

All other trademarks are the property of their respective owners.

8 2011 Chevron Lubricants Canada Inc. All rights reserved. Chevron, the Chevron Hallmark, Delo and Delo Delivers Confidence are trademarks owned by Chevron Intellectual Property LLC. All other trademarks are property of their respective owners Chevron Lubricants Canada Inc. All rights reserved. CHEVRON and DELO are trademarks owned by Chevron Intellectual Property LLC. All other trademarks are the property of their respective owners. Installed Advertising Allowance Program (IAAP) The Installer Advertising Allowance Program is a powerful tool that ensures the marketing funds you need to drive customers into your lube facility are readily available. In addition to a start-up Merchandising Allowance, program participants can earn valuable Installed Advertising Allowance Program (IAAP) funds, based on estimated annual volume purchases (consider your weekly needs x 52 weeks). IAAP funds can be redeemed for special business-building claim items such as Yellow Pages listings or local ad placements. Chevron provides reimbursement funding for: Media Direct Marketing Promotions Signage & Merchandise Installer Advertising Allowance Program (IAAP) This marketing allowance can be used for advertising, equipment, signage and other approved marketing activities (see pages 10 and 11). A virtual fund is set up at the beginning of the calendar year, with funds paid out as reimbursements. Unused funds expire at the end of each calendar year. Installers must fill out a Declaration/Validation of Purchase Form to participate in the program. YOUR LOGO HERE YOUR LOGO HERE WHEN YOUR ENGINE PARTS ARE PROTECTED WITH DELO EXTENDED LIFE COOLANT, EVERYTHING S COOL. Delo Extended Life Coolant gives YOU DEPEND ON YOUR PARTS. YOUR PARTS DEPEND ON DELO. NEW & IMPROVED PACKAGI IN G When you protect your truck s parts, you protect your livelihood. With so much on the line, use the Delo family of products with ISOSYN Technology and Delo Extended Life Coolants. Delo helps: It s the competitive edge that our fleet customers use to help their you worry-free protection without the need for additional additives, even for hot-running EGR engines. To learn more about Delo ELC products and how they help you keep your cool, visit us online at bottom line. To learn more about the Delo family of products, visit NEW LABEL A company product DELO DELIVERS CONFIDENCE TM A company product DELO DELIVERS CONFIDENCE TM 6 THE DELO

9 When and how should I seek pre-approval for advertising? There is no pre-approval needed for Chevron-produced advertising templates. If you are not using Chevron-produced advertising templates, you must submit the proposed material using the form on page 14, PRIOR to publication. The Chevron Advertising Centre is available to approve ad content for non-chevron prepared materials. If you have questions, please contact your Chevron Sales Representative or Lubrication Marketer. When can I expect my reimbursement? You can expect reimbursement from your virtual funds within 30 days of Chevron s receipt and approval of claim. When should I submit claims for reimbursement? Claims should be submitted within 60 days of payment for reimbursement. All claims for the prior year must be turned in for reimbursement by February 28 of the next year. How do I submit claims and what is needed for reimbursement? Include the following information when submitting a claim: 1. Fill out the form on page 14 that includes pre-approval authorization if not using pre-approved Chevron advertising material and the amount you expect to be reimbursed based on the program guidelines. 2. Appropriate vendor/media invoices for all reported costs. 3. For additional requirements, refer to Required Documentation column on pages 10 and 11 for corresponding approved media. 4. Installed IAAP Claim Reimbursement: Online: Or Mail: Chevron Canada IAAP Claim c/o Marcom Group Inc Courtneypark Drive East Mississauga, ON L5T 1P2 Fax toll free: INSTALLED PROGRAM 7

Quality Heavy Duty Products Delo 400 LE Heavy Duty Motor Oil Excellent Protection for Heavy Duty Gasoline and Diesel Engines Exceeds industry and engine performance requirements An industry leading

motor oil recommended for naturally aspirated and turbocharged four-stroke diesel engines and four-stroke gasoline engines in which the API CJ-4 or API SM service categories and SAE 5W-40 viscosity

It is formulated for engines operating under severe service and a wide range of climatic conditions 100% synthetic engine oil which exceeds industry and engine manufacturers performance requirements

10 Quality Heavy Duty Products Delo 400 LE Heavy Duty Motor Oil Excellent Protection for Heavy Duty Gasoline and Diesel Engines Exceeds industry and engine performance requirements An industry leading premium quality universal engine oil Provides outstanding anti-wear protection Excellent viscosity control Delo 400 LE Synthetic SAE 5W-40 Engine Oil Delo 400 LE Synthetic SAE 5W-40 is a mixed-fl eet motor oil recommended for naturally aspirated and turbocharged four-stroke diesel engines and four-stroke gasoline engines in which the API CJ-4 or API SM service categories and SAE 5W-40 viscosity grades are recommended. It is formulated for engines operating under severe service and a wide range of climatic conditions 100% synthetic engine oil which exceeds industry and engine manufacturers performance requirements Promotes consistent cold engine starting. Optimal for gasoline and diesel engines operating in sub-zero temperature Delo Extended Life Coolant/Antifreeze For All Fuel Type Heavy-Duty Engines used in On-Road and Off-Road Applications 1.2 million km (750,000 miles)/15,000 Hours/8 Years of Service Life With No Extender Needed Delo Extended Life Coolant/Antifreeze products are heavy duty engine coolants that use a patented organic corrosion inhibitor technology called aliphatic carboxylates Delo ELC is free of nitrates, borates, silicates, phosphates and amines These products contain nitrites and molybdates for additional cylinder liner protection 8 THE DELO

Quality Heavy Duty Products Delo Gear Lubricants Outstanding Corrosion and Wear Protection Provides optimum fuel economy and durability Minimizes friction resulting in cool operating temperatures

performance for on-highway drain intervals of 804,000 km (500,000 miles) and greater A high viscosity index and low pour point Provides extremely broad operating temperature ranges when compared with

11 Quality Heavy Duty Products Delo Gear Lubricants Outstanding Corrosion and Wear Protection Provides optimum fuel economy and durability Minimizes friction resulting in cool operating temperatures Provides outstanding anti-wear protection Long lubricant life Delo Synthetic Transmission Fluid Specially formulated for extended drain and severe service Extended drain capabilities Proven fi eld performance for on-highway drain intervals of 804,000 km (500,000 miles) and greater A high viscosity index and low pour point Provides extremely broad operating temperature ranges when compared with conventional mineral oil based lubricants Highly stable when exposed to severe heat, it promotes exceptional high temperature lubrication for extended drain intervals Chevron Greases and Gear Lubricants Outstanding Corrosion and Wear Protection Chevron Greases Offer: Chevron Gear Lubricants Offer: Water resistance Minimal wear Corrosion protection Seal compatibility Oxidation stability Long lubricant life Simplifi ed lubrication INSTALLED PROGRAM 9

12 IAAP Approved Advertising Media and Requirements MARKETING ACTIVITY REQUIRED DOCUMENTATION CRITERIA PRINT: (100%) All general-interest daily, Sunday and weekly periodicals qualify, provided they have coverage in your trading area and their advertising rates can be verified through an independent audit. NEWSPAPER INSERTS DIRECT MAIL CATALOGUES (100%) Prior approval must be obtained if you are not using a Chevron-prepared advertisement. Full-page tear sheet of each ad showing name of publication and date of advertising. Detailed invoice showing ad size, rate billed and total ad cost. A completed Prior Approval/Expenditure Claim Form. Complete original copy of printed piece. Printer s invoice showing quantity. Newspaper/Publication invoice(s) showing insertion charges, or postal invoice with quantity and date. Delo logo must be prominently displayed. A clearspace of 0.5x must be maintained around the Delo logo and the Chevron Hallmark endorsement where x = height of the "D" in the Delo wordmark and the height of the Chevron hallmark. No competitive brands may be featured. Delo Motor Oil and Delo Extended Life Anti-Freeze/Coolant logos must conform to the following proportions: Logo Height ¼" to ½" ½" to ¾" ¾" to 1" 1" to 1½" Larger than 1 ½" Ad Sizes (in sq. inches) Up to to to to 100 Larger than 100 YELLOW PAGES DISPLAY AD: (100%*) * Reimbursement limited to 50% of total earned accruals. Claims are processed directly by the Chevron SupportNet. Full-page tear sheet showing directory code and publication date (or cover of book). Copy of publisher s contract showing ad size, rate billed and total ad cost. A completed Prior Approval/Expenditure Claim Form. Ad must appear in a classification promoting the retail sale of lubricants, such as Oil Change & Lube or Truck Repair & Services. Ad must feature Delo logo. No competitive brands may be featured. YELLOW PAGES TRADEMARK LISTING: (100%) A completed Prior Approval/Expenditure Claim Form. Ad will appear under the heading of Oil Change Services. Must use Chevron-prepared ad materials. RADIO/TELEVISION: (100%) Media buys must be placed within quality programming which does not contain controversial matter. Prior approval must be obtained if you are not using a Chevron-prepared advertisement. Station invoice identifying spot number, length of each spot, cost per announcement, time of spot and program during which spot aired. Copy of script aired bearing the broadcast-approved certification. A completed Prior Approval/Expenditure Claim Form. Only spot announcements qualify. In producing broadcast spots, the Delo Motor Oil name must be mentioned no less than: Spot Length: :60 :30 :15 or :10 Installer Delo logo must be prominently displayed. A clearspace of 0.5x must be maintained around the Delo logo and the Chevron Hallmark endorsement where x = height of the "D" in the Delo wordmark and the height of the Chevron hallmark. No competitive brands may be featured. LUBRICATION EQUIPMENT: (100%*) *Reimbursement limited to 25% of total IAAP Funding. Supporting documentation/invoice of purchase (no maintenance or installation charges will be paid). Requires pre-approval by your Chevron Sales Representative or Lubrication Marketer. Suggested items include: filter crushers, pumps, reels, metered heads, regulators. BILLBOARDS: (100%) Prior approval must be obtained if you are not using a Chevron-prepared advertisement. Outdoor company invoice detailing period. Photograph of the location. A completed Prior Approval/Expenditure Claim Form. Delo logo must be prominently displayed. A clearspace of 0.5x must be maintained around the Delo logo and the Chevron Hallmark endorsement where x = height of the D in the Delo wordmark and the height of the Chevron hallmark. No competitive brands may be featured. 10 THE DELO

13 IAAP Approved Advertising Media and Requirements MARKETING ACTIVITY REQUIRED DOCUMENTATION CRITERIA MERCHANDISING MATERIALS: (100%*) Signs, banners, display racks, decals, windshield stickers, mats, menu board, fender covers, etc. * Reimbursement limited to 50% of total earned accruals. Invoice from Marcom Group or Unified Resources, Inc. or any Chevron-approved vendor. Outdoor company invoice detailing period. A completed Prior Approval/Expenditure Claim Form. Following is the approved supplier for specialty and promotional items and signage: Delo Signage and Merchandising Catalogue Chevron SupportNet ONLINE DISPLAY (100%) Vendor Invoice. A completed Prior Approval/Expenditure Claim Form. Link to Operator location and Delo logo must be prominently displayed. WEBSITE DEVELOPMENT (50%) Vendor Invoice. A completed Prior Approval/Expenditure Claim Form. Link to Operator location and Delo logo must be prominently displayed. PROMOTIONS (100%) Supporting documentation of promotion enrollment. Fees for POP Kit. Important Note: The purpose of these marketing programs is to offer incentives for advertising Delo products. Use of Chevron-prepared ads, logos, product illustrations and broadcast spots as set forth in this brochure require no prior approval. Approved advertising templates are available from the Chevron SupportNet. Chevron retains the right to approve creative content for all advertising. General Conditions: All claims will be processed through the Chevron SupportNet according to the requirements outlined in this program. Chevron Canada will only pay for its proportionate share of any advertising. Eligibility for reimbursement is subject to availability of funds. INSTALLED PROGRAM 11

14 Sign Up Form Or visit Delo Installed Program Sign Up/Registration Form Check one: Builder Level Installer Level Complete all of the following information. 1. Builder/Installer Information Name Chevron Account# Mailing Address City Province Postal Code Phone # ( ) Fax# ( ) Contact Person HST # Chevron Signature Class Marketer Name: Signature Class Sales Representative Name: 2. Equipment Profile Who owns the equipment? Are you interested in owning your equipment? What equipment is involved? When is the contract up? Any supply agreement? What is the amortized value of the equipment? 3. Declaration/Validation of Purchase Chart During the period (Month/Day/Year) to (Month/Day/Year) Owner name Owner Signature Date Program Comparison Builder and Installer Levels at a quick glance Anticipated Annual Volume Welcome Kit Merchandising Start Up Funds IAAP Funds Total Program Value Builder Level 21,000L of qualifying product (20,000L of Conventional products and 1,000L of Premium products) Conventional Volume Premium Volume Total Volume Valued at $1, $1, Installer Level 5,250L 20,999L of qualifying product (5,000L of Conventional products and 250L of Premium products) Conventional Volume Premium Volume Total Volume Valued at $ $ THE DELO

15 Motor Oil Products Estimated Annual Volume L/Kg Rate IAAP Funds Delo 400 LE Engine Oil 10W-30 L x $0.07 $ Delo 400 LE Engine Oil 15W-40 L x $0.07 $ Delo 400 LE Synthetic Engine Oil 5W-40 L x $0.25 $ Total Premium Motor Oil TOTAL A L TOTAL F $ Total Conventional Motor Oil TOTAL B L Coolants & ESI Gear Oil Estimated Annual Volume L/Kg Rate IAAP Funds Delo Extended Life Coolant/Antifreeze L x $0.05 $ Delo ESI Gear Oil L x $0.25 $ Total Premium Coolant/Antifreeze TOTAL C L $ Total ESI Gear Oil TOTAL D L TOTAL G $ Grease & Transmission Fluid Estimated Annual Volume L/Kg Rate IAAP Funds Delo Greases Kg x $0.25 $ Delo Synthetic Transmission Fluid L x $0.25 $ Total Grease & Transmission Fluid TOTAL E L TOTAL H $ Total Premium Motor Oil TOTAL A L Total Conventional Motor Oil TOTAL B L Total Premium Coolant/Antifreeze TOTAL C L TOTAL F $ Total ESI Gear Oil TOTAL D L TOTAL G $ Total Grease & Transmission Fluid TOTAL E L TOTAL H $ Grand Total L L TOTAL $ Mail or fax completed form to: Delo Installed Program c/o Marcom Group Inc Courtneypark Drive East Mississauga ON L5T 1P2 Fax toll free: INSTALLED PROGRAM 13

16 IAAP Prior Approval/Expenditure Claim Form Copy this blank form and complete all of the following information. 1. INSTALLER/MARKETER INFORMATION Installer Name Chevron Account # Mailing Address City Province Postal Code Phone # ( ) Fax # ( ) Contact Person Lubrication Marketer Company Name Address City Province Postal Code Phone # ( ) Fax # ( ) Contact Person 2. PRIOR APPROVAL (NOT REQUIRED FOR CHEVRON LUBRICANTS-PREPARED MATERIAL. PLEASE ALLOW 10 DAYS FOR PRIOR APPROVAL.) APPROVED MEDIA ESTIMATED COST SUPPORTNET APPROVAL 3. CLAIM INFORMATION/DETAILS OF ADVERTISING COST AD DATE PRODUCT ADVERTISED MEDIA NAME AD SIZE OR TIME RATE % CLAIMED TOTAL COST AMOUNT CLAIMED 4. COMPLETE INFORMATION All claims must include copies of invoices, ads, photos or broadcast scripts. I attest that the above information is an accurate statement of our costs. Owner or Chevron LBM Signature Date Company Name When submitting this Expenditure Claim Form you should: 1. Attach appropriate vendor/media invoices for all reported costs. 2. Attach other documentation as specified in the Delo Installed Program brochure. 5. MAIL OR FAX COMPLETED FORM TO: Chevron Business Centre Installed Team Chevron Canada IAAP Claim c/o Marcom Group Inc Courtneypark Drive East Mississauga ON L5T 1P2 Fax toll free: Chevron Lubricants Canada Inc. All rights reserved. All trademarks are the property of Chevron Intellectual Property LLC. CH2011DIBE _ THE DELO

CO-OP ADVERTISING PROGRAM Authorized BOSS distributors and their registered sub-distributors may participate in the Co-op advertising program.

CO-OP ADVERTISING PROGRAM Authorized BOSS distributors and their registered sub-distributors may participate in the Co-op advertising program. DISTRIBUTOR Authorized BOSS distributors who advertise within