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Sales and AestheticsOn the UpswingThe petrol station owned by Mr.Georgiadis is in an ideal location:it is close to Thessaloniki'sMacedonia Airport, opposite the Hyattcasino, and next to a MercedesBenz dealership. But the petrol stationowner, who is also a prefecture councilor,had been selling only 70 cubicliters of gas per month for years.About a year ago, Mr. Georgiadiswas approached by Aegean representatives.After presenting their low pricingpolicy, the Aegean team managed toconvince Mr. Georgiadis that bychanging suppliers he would increasesales. Soon, he saw the results. As wordspread that his prices are among thelowest in the region, Mr. Georgiadisbegan selling up to 500 cubic liters permonth and his sales have room to increaseeven more. Apart from attractiveprices, the complete renovation ofhis petrol station has played an importantrole in sales growth. The renovationtransformed his petrol station intoone of the most impressive in Thessaloniki.His new identity and sales successhave helped earn him the "PetrolStation of the Year" title.According to Mr. Georgiadis,Aegean’s low prices are putting pressureon the multinationals to sell theirfuel at lower prices to remain competitive.And when he says "their fuel," hemeans the same fuel that Aegean sells,but under a different name. "All stationbrands—from BP to EKO to Shell—gettheir gas from the EKO ELDA refineryin Kalochori, and from the same tap. Itis a myth that multinationals offer consumersdifferent petrol than that offeredby other companies," he says.Two other competitive advantagesset apart Mr. Georgiadis’ petrol station.First, his is the only one selling liquidgas in the entire region from Thessalonikito Ioannina. And, in a move thathas proved to be exceptionally farsighted,Mr. Georgiadis acquired apermit for converting the petrol enginesof taxis and privately owned vehiclesinto liquid gas engines 22 yearsago. Petrol stations such as Mr. Georgiadis’are creating a new era in retailsales of which Aegean is proud to be aleader, and on the side of the consumerand the petrol station owner.SPRING 2003 AEGEAN NEWS 21