1. Refining and Petrochemicals - Rompetrol.com

Marketing
Despite difficult economic environment and rough market
conditions, The Rompetrol Group managed to use both
conventional and non-conventional methods to promote
its affiliated brands. Thus, using a limited budget, the Group’s
marketing department had to find solutions to keep a high level
of product awareness and maintain the top image connected to
the Rompetrol brand.
At the same time, the 2010 Corporate Campaign of The
Rompetrol Group brought back the Rompetrol values to the
attention of our customers. The campaign wanted to bring
in front the corporate social responsibility platform“Together
for each and everyone”, emphasizing the following values: the
passion to make things evolve and the involvement in the
community. Thus, Rompetrol is making a statement, about the
values we believe in, we appreciate and support. The campaign’s
objectives were to consolidate our corporate name on all the
business segments, the growth and consolidation of the image
Business Development « Rompetrol Annual Report 2010 // 25
indicator, the enlargement of our brand notoriety.
Also in 2010, The Rompetrol Group was awarded the“Consumer
Superbrand Award 2010”, within“The Tribute Event 2010”Gala.
This is the second consecutive year that Rompetrol is rewarded
with the Superbrands prize, after the one received for the
marketing activities related to 2008 and 2009. This is a major
accomplishment, considering the fact that this prize is given
only to the most powerful brands on the market.
The same year brought an important shift in the Rompetrol
network development strategy by identifying strategic
investment & development groups (IDG), who are willing to
invest into new Rompetrol locations development. This business
model allows Rompetrol to expand its market presence with
minimum capital investment, while securing fuel volumes and
brand image integrity into the market.
In order to capitalize efficiently all IDG opportunities, Rompetrol
has reevaluated resources allocation, creating a dedicate
staff structure which covers main franchise business aspects:
development, construction, IT, marketing and operations.
Two major contracts have been signed with important IDG and
other initiatives have been identified and explored as well. At
the end of 2010 two locations have been already opened and
30 new ones are planned to be open during 2011.
In August 2009, The Rompetrol Group launched the Litro brand
– a new premium fuel station concept. The project, initiated in
August 2007, is the result of an intensive activity of research and
identification of customer needs, as well as related technical
solutions. It supports the strategy regarding the consolidation
and development of Rompetrol stations network at a national
and international level, offering premium services and products
in a distinct architectural ambiance, characterized by innovating
solutions and advanced technology. In addition to the modern
facilities already existing in the Rompetrol 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 brand of The Rompetrol Group, both
from the point of view of the time when it was launched on the
market, and of its sales percentage, providing engine protection
and consumption savings to the consumers. Continuing the
international expansion, 2010 was the year when the Efix brand
was successfully launched in Bulgaria. The market had a positive
reaction, with an increase within that segment, consolidating
the customers' option for Rompetrol network. In Romania and
Moldova, the communication campaigns continued with very
good results. At the end of the year, Efix is present in 4 countries:
Romania, Moldova, Georgia and Bulgaria. In September 2010,
Rompetrol launched the first viral campaign in its history, for the
Efix brand – 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 and bronze for the campaign
sites general category.
Fill&Go – This is the brand of services offering customers the
possibility to buy fuels and other products from stations for their
personal use or for the company they work for. The business
segment represents the highest percentage of the brand sales.
2010 is considered a consolidation year for Fill&Go. At the end
of the year, the brand is offered to the business segment in 4
countries: Romania, France, Georgia and 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, Rompetrol offers Alto 101 and Alto 55, both
fuels being prepared according to the highest quality standards,
at Petromidia refinery. Having a high octane/cetane number,
Alto range provides smooth vehicle starting, even idle running
and 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 complete burning,
high calorific value and, implicitly, lower engine wear and tear.
Ecopark – This is a new concept and brand, launched and
communicated in 2010 by Ecomaster Ecological Services, the
waste management company of TRG. Ecopark stands for the
Industrial Ecological Park, developed near Ploiești, that integrates
3 services from the company platform: COLLECT – TREAT –
DEPOSIT, in order to provide a complete waste management to
the Romanian hazardous waste generators.
Ecopark offers modern & compliant facilities for waste treatment
and 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 Rompetrol. The products have resistance
and reliability much over the usual road bitumen, used in
manufacturing asphalt mixtures, and 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 and wear;
• capacity to reduce the noise in traffic.
Propane Power Station – It is an energy unit, based on
propane from the company Rompetrol 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 and ensures
an unpolluted environment with minimal maintenance costs,
because the unit does not contain impurities and corrosive
elements. The Propane Power Station system could be used
for sourcing consuming devices with multiple applications – it
could be composed of one or more propane tanks, depending
on the necessary amount of energy.
Injection Solutions, Extrusion Solutions, Blow Solutions
In 2007, Rompetrol Petrochemicals – the only polypropylene
and polyethylene manufacturer in Romania and one of the
most dynamic and 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 company necessities and possibilities in order to further
create adapted solutions and offer consultancy and technical
support. Thus, providing efficient solutions for every method
of processing (Injection Solutions, Extrusion Solutions, Blow
Solutions), the company had readapted and reorganized its
products portfolio in accordance with the market demands
RPT_2010 Annual Report_1024x768.indd 25 22/11/2011 10:34 AM