2011 4. Business Development Development 333 333 Rominserv has started in 2010 an important 2 year programme, meant to achieve The <strong>Rompetrol</strong> Group’s strategic goal of upgrading Petromidia Refinery capacity to 5 million tons crude oil. RPT_2010 Annual Report_1024x768.indd 24 22/11/2011 10:34 AM
Marketing Despite difficult economic environment <strong>and</strong> rough market conditions, The <strong>Rompetrol</strong> Group managed to use both conventional <strong>and</strong> non-conventional methods to promote its affiliated br<strong>and</strong>s. Thus, using a limited budget, the Group’s marketing department had to find solutions to keep a high level of product awareness <strong>and</strong> maintain the top image connected to the <strong>Rompetrol</strong> br<strong>and</strong>. At the same time, the 2010 Corporate Campaign of The <strong>Rompetrol</strong> Group brought back the <strong>Rompetrol</strong> values to the attention of our customers. The campaign wanted to bring in front the corporate social responsibility platform“Together for each <strong>and</strong> everyone”, emphasizing the following values: the passion to make things evolve <strong>and</strong> the involvement in the <strong>com</strong>munity. Thus, <strong>Rompetrol</strong> is making a statement, about the values we believe in, we appreciate <strong>and</strong> support. The campaign’s objectives were to consolidate our corporate name on all the business segments, the growth <strong>and</strong> consolidation of the image Business Development « <strong>Rompetrol</strong> Annual Report 2010 // 25 indicator, the enlargement of our br<strong>and</strong> notoriety. Also in 2010, The <strong>Rompetrol</strong> Group was awarded the“Consumer Superbr<strong>and</strong> Award 2010”, within“The Tribute Event 2010”Gala. This is the second consecutive year that <strong>Rompetrol</strong> is rewarded with the Superbr<strong>and</strong>s prize, after the one received for the marketing activities related to 2008 <strong>and</strong> 2009. This is a major ac<strong>com</strong>plishment, considering the fact that this prize is given only to the most powerful br<strong>and</strong>s on the market. The same year brought an important shift in the <strong>Rompetrol</strong> network development strategy by identifying strategic investment & development groups (IDG), who are willing to invest into new <strong>Rompetrol</strong> locations development. This business model allows <strong>Rompetrol</strong> to exp<strong>and</strong> its market presence with minimum capital investment, while securing fuel volumes <strong>and</strong> br<strong>and</strong> image integrity into the market. In order to capitalize efficiently all IDG opportunities, <strong>Rompetrol</strong> has reevaluated resources allocation, creating a dedicate staff structure which covers main franchise business aspects: development, construction, IT, marketing <strong>and</strong> operations. Two major contracts have been signed with important IDG <strong>and</strong> other initiatives have been identified <strong>and</strong> explored as well. At the end of 2010 two locations have been already opened <strong>and</strong> 30 new ones are planned to be open during 201<strong>1.</strong> In August 2009, The <strong>Rompetrol</strong> Group launched the Litro br<strong>and</strong> – a new premium fuel station concept. The project, initiated in August 2007, is the result of an intensive activity of research <strong>and</strong> identification of customer needs, as well as related technical solutions. It supports the strategy regarding the consolidation <strong>and</strong> development of <strong>Rompetrol</strong> stations network at a national <strong>and</strong> international level, offering premium services <strong>and</strong> products in a distinct architectural ambiance, characterized by innovating solutions <strong>and</strong> advanced technology. In addition to the modern facilities already existing in the <strong>Rompetrol</strong> stations (Fill&Go, restaurant), Litro stations are provided with modern equipment for the reduction of energy consumption, of fuel vapor emissions in the air, as well as additives for the reduction of toxic emissions. Efix – This is the first fuel br<strong>and</strong> of The <strong>Rompetrol</strong> Group, both from the point of view of the time when it was launched on the market, <strong>and</strong> of its sales percentage, providing engine protection <strong>and</strong> consumption savings to the consumers. Continuing the international expansion, 2010 was the year when the Efix br<strong>and</strong> was successfully launched in Bulgaria. The market had a positive reaction, with an increase within that segment, consolidating the customers' option for <strong>Rompetrol</strong> network. In Romania <strong>and</strong> Moldova, the <strong>com</strong>munication campaigns continued with very good results. At the end of the year, Efix is present in 4 countries: Romania, Moldova, Georgia <strong>and</strong> Bulgaria. In September 2010, <strong>Rompetrol</strong> launched the first viral campaign in its history, for the Efix br<strong>and</strong> – Injectors Concert. The viral campaign was a success, receiving 3 awards at Internetics 2010: the best viral of the year, the best automotive products site <strong>and</strong> bronze for the campaign sites general category. Fill&Go – This is the br<strong>and</strong> of services offering customers the possibility to buy fuels <strong>and</strong> other products from stations for their personal use or for the <strong>com</strong>pany they work for. The business segment represents the highest percentage of the br<strong>and</strong> sales. 2010 is considered a consolidation year for Fill&Go. At the end of the year, the br<strong>and</strong> is offered to the business segment in 4 countries: Romania, France, Georgia <strong>and</strong> Bulgaria. Alto101 – Alto 55 – Alto is a premium fuel line, especially created for the drivers who expect maximum performances from their cars. Irrespective of the type of engine used, whether it is diesel or gas, <strong>Rompetrol</strong> offers Alto 101 <strong>and</strong> Alto 55, both fuels being prepared according to the highest quality st<strong>and</strong>ards, at Petromidia refinery. Having a high octane/cetane number, Alto range provides smooth vehicle starting, even idle running <strong>and</strong> no vibrations at high RPM, as well as quick engine reaction under difficult conditions – overtaking, riding up a slope, high load. Due to its high purity degree, it ensures <strong>com</strong>plete burning, high calorific value <strong>and</strong>, implicitly, lower engine wear <strong>and</strong> tear. Ecopark – This is a new concept <strong>and</strong> br<strong>and</strong>, launched <strong>and</strong> <strong>com</strong>municated in 2010 by E<strong>com</strong>aster Ecological Services, the waste management <strong>com</strong>pany of TRG. Ecopark st<strong>and</strong>s for the Industrial Ecological Park, developed near Ploiești, that integrates 3 services from the <strong>com</strong>pany platform: COLLECT – TREAT – DEPOSIT, in order to provide a <strong>com</strong>plete waste management to the Romanian hazardous waste generators. Ecopark offers modern & <strong>com</strong>pliant facilities for waste treatment <strong>and</strong> final disposal, with an initial capacity of 30.000 cubic meters, out of the total projected capacity of one million cubic meters. The total investment will amount USD 12 million in the next years. Eurobitum – A range of modified with polymers road types of bitumen from <strong>Rompetrol</strong>. The products have resistance <strong>and</strong> reliability much over the usual road bitumen, used in manufacturing asphalt mixtures, <strong>and</strong> thus proved a warrantee for durability of the asphalt covering. Eurobitum was launched in 2007, after a USD 7 million worth investment for building the first unit of road bitumen modified with polymers in Romania, its basis being a technology of its own of the bitumen enrichment with polymers. Research has been done, that proved that by applying this process, the road bitumen gains: • increased resistance to temperature variations; • long life period; • better resistance to deformations <strong>and</strong> wear; • capacity to reduce the noise in traffic. Propane Power Station – It is an energy unit, based on propane from the <strong>com</strong>pany <strong>Rompetrol</strong> Gaz, especially designed for professional users, but also for home users, which provides an integral independence from other energy sources, an increased permanent yield, which is multifunctional <strong>and</strong> ensures an unpolluted environment with minimal maintenance costs, because the unit does not contain impurities <strong>and</strong> corrosive elements. The Propane Power Station system could be used for sourcing consuming devices with multiple applications – it could be <strong>com</strong>posed of one or more propane tanks, depending on the necessary amount of energy. Injection Solutions, Extrusion Solutions, Blow Solutions In 2007, <strong>Rompetrol</strong> <strong>Petrochemicals</strong> – the only polypropylene <strong>and</strong> polyethylene manufacturer in Romania <strong>and</strong> one of the most dynamic <strong>and</strong> innovative distributor of polyolefin products – has repositioned itself from a raw materials producer into a partner, offering integrated solutions, adapted for its customers. This new strategy meant a process of customers’knowing, of the <strong>com</strong>pany necessities <strong>and</strong> possibilities in order to further create adapted solutions <strong>and</strong> offer consultancy <strong>and</strong> technical support. Thus, providing efficient solutions for every method of processing (Injection Solutions, Extrusion Solutions, Blow Solutions), the <strong>com</strong>pany had readapted <strong>and</strong> reorganized its products portfolio in accordance with the market dem<strong>and</strong>s RPT_2010 Annual Report_1024x768.indd 25 22/11/2011 10:34 AM
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