In 2010, Gazprom Neft has completed rebranding its network of petrol stations, which started six years ago. To learn how to develop projects in a year, said the head of the directorate of regional sales of Gazprom Neft, Alexander Krylov. - Alexander, re-branded filling stations network to Gazprom Neft has become one of the most ambitious projects in the fuel retail market in the past year. Tell us how it all began? - In 2008, the disposal of the company Gazprom Neft was somewhat heterogeneous retailers scattered across the country. We had an ambitious goal - to unite all of the assets in a network of filling stations, bringing it to a common standard, bring to market new Federal brand, so that in the long run make him a leader on the Russian market of retail sale. What are we, in fact, we are going. The emergence of retail brand Gazpromneft was preceded by a lot of work: we learn from best international practices and to create the format stations have tried to use the most successful technology solutions that exist on the market today. Our global goal - the creation of a new generation stations, Multi-service stations that can meet the growing demands of motorists. - The experts positively assess the outcome of the project. What grade you can give yourself the work done? - We really have done a lot. But do not dwell on our laurels. By the end of this year, all our stations, "dressed" in a brand new style of retail brand (the brand is represented not only in Russia but also in CIS countries). Some gas stations are already fully upgraded, at some long established temporary attributes - banner, frieze, information and pricing stele. At gas stations Gazpromneft introduced the latest technology, our network is one of the leading market position in terms of convenience for customers and ergonomics. We place great emphasis on industrial and environmental safety and working with world leaders in manufacturing equipment for gas stations. Particular attention this year, we paid a qualitative transformation of the network: the development of sales of related products and services that improve the quality of service to our customers, the introduction of loyalty programs. - The project of rebranding has somehow affected the economic performance? - In the first nine months of this year our sales have increased on average by 20%. - How can you articulate the competitive advantages of network stations Gazpromneft? - The high, uniform standards for the entire network. Everywhere - from Moscow to Siberia - the visitors of our stations receive guaranteed-quality fuel and great service. We value our reputation and loud the name of the company - it commits us to much. Therefore, an essential part of business for us is strict control over product quality, which the company offers consumers. At the gas station Gazpromneft realized fuel our own refineries, including the flagship national oil refinery - the Omsk refinery. Quality of petroleum products is checked at all stages of transportation, storage and marketing. And if the client still seems that the fuel is not up to standard, we have a hotline that allows you to quickly respond to any complaint. Petrol and diesel, which is charged with their customers cars on our stations have a positive impact on engine performance and comply with best environmental standards. We are implementing at all filling stations network system client-oriented service. You must agree, it is nice when you meet friendly tanker, and near fuel-dispenser for you cooked napkins, disposable gloves, a brush and a solution of glass cleaner. In many cities, we have specialized centers, where we train employees to leave their job for our clients only with a good impression. In 2010, the training was about 5000 people. At many stations, the system of post-pay - you can refuel at first, and then pay. Moreover, where our customers every minute, we plan to introduce self-service system, ie can refuel and pay for petrol, without departing from the machine. - Additional services to the gas stations now offer all the major players in the fuel market. As the network Gazpromneft is the case with services and services? - Almost all the petrol stations Gazpromneft have all the necessary amenities, as well as the shop with food and a cozy cafe where you can drink coffee and try a fresh batch. At gas stations the company offers a wide range of engine and gear oils their own production. This new line of oils, G-Family, which includes oil used in cars (G-Energy) and freight (G-Profi) transport. In addition, the oil sold under the brand SibiMotor. Recently we have started issuing their own products for motorists - it can also be purchased at our stations. First appeared windshield fluid under the brand Gazpromneft. Recipe windshield were developed based on the specifics of the Russian climate - and our stations are located in the Siberian regions, where the thermometer in winter drop below -25 degrees. We learn the best practices, and eventually cleaning properties, freezing temperature and the smell of the product have been developed in order to best meet the needs of our customers. - Let's talk about the design of stations. He developed the world's leading agencies. How do you assess the relationship? - Exterior and interior of our stations have developed a renowned agency specializing in branding and product design, and we are very pleased with the result. Get comfortable warm interiors with a pleasant smell of coffee and freshly baked pastries, bright, recognizable, passing the continuity of brand values, Gazprom Neft and Gazprom's large design stations. - What are future plans to develop a network? - Our main objective - to modernize and expand the network at the expense of buying and building new stations. Last summer, the company acquired a controlling stake in Sibir Energu. In 2011-2012, 130 stations of MTC and will be rebranded and Mosnefteprodukt prevedny to the standards of the brand Gazpromneft. In addition, we entered the Serbian market, where he managed a network of service stations under the brand of NIS. We plan to increase the number of stations in St. Petersburg, Chelyabinsk Oblast, Krasnoyarsk, Nizhny Novgorod region, to strengthen its position in Western Siberia and the Urals. If we talk about specific plans - in the next 5-7 years, the number of formatted stations upgraded Gazprom Neft to increase significantly in Moscow and Moscow region. In St. Petersburg and Leningrad region the number of stations in the medium term will increase to about 100 stations - now there are about 40. A lot of work ahead of us in Kazakhstan, Tajikistan, Kyrgyzstan and Belarus. Petrol stations under the brand Gazpromneft will appear in the south, particularly in the Krasnodar region. In the strategic perspective, we go to the European market. In addition, early next year we will begin testing its own branded fuel with improved performance - G-Drive, designed to deliver reliable motor protection, restoring and maintaining its optimum performance. The pilot project will start in St. Petersburg, in the case of a positive response of our customers in the second half of 2011, G-Drive will appear on all gas station network. I can say that the company in the context of developing a network of service stations the most ambitious plans: to 2020 - as a strategic line of the company - we are planning to expand its retail network in half - to more than 2000 stations - and to bring retail brand Gazpromneft in leaders in the Russian market the fuel retail.
No comments:
Post a Comment