PKN Orlen fuel giant to launch new gas station brand

APA - Austria Presse Agentur
opublikowano: 16-11-2005, 22:02

Warsaw (Puls Biznesu) – On November 28th, the design and logo of a new brand to be introduced by PKN Orlen, Poland’s fuel giant, are to be presented. “Puls Biznesu” managed to find out basic assumptions of the new project.

Warsaw (Puls Biznesu) – On November 28th, the design and logo of a new brand to be introduced by PKN Orlen, Poland’s fuel giant, are to be presented. “Puls Biznesu” managed to find out basic assumptions of the new project.

The new network of gas stations will be called Bliska (English – Close). Till the end of this year, about 30 white-green stations will appear in Poland, a source close to PKN Orlen revealed.

The reason for the project is to stop the decrease of PKN Orlen’s market share. Since the beginning of 1990ies, Orlen has been losing about 2 percent of the market each year. Last year, it had only 28.6 percent, while in August 2005 Igor Chalupiec, PKN Orlen CEO said that it had shrunk to 26.5 percent. Therefore, the company wants to divide its gas stations (today 1,900) into two segments: premium and economy, or Bliska. In 2009, PKN Orlen plans to increase its market share in the retail market to 30 percent. Within 3-4 years, there should be about 1,000 economic gas stations.

The project will cost substantial amount of money.

Stations are economic so the costs of their visualization should be economic, too. To rebrand one station should cost PLN 120,000-150,000 (EUR 30,200-37,600), Konrad Weglewski, the head of Czarny Tulipan brand consulting company, which worked with Orlen Deutschland said.

The full project will cost PLN 200,000-350,000, including new logo, name, identification and implementation book. Also Statoil is building in Poland similar staions, called 1,2,3. Grupa Lotos, Poland’s second largest fuel group, works on the project of economy stations, too. In Denmark, Shell runs its economy stations called Metax.

(PLN 1 = EUR 0.251)

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