Post on 06-Dec-2014
description
Sales Institute National Conference Maximising Sales Performance - Retention
• The Topaz Business
• Our Dealer Business
– Outperforming the competition in a challenging market
The Face of …
The Journey to Topaz 100 years of change
1902 Irish
Shell
Founded
19xx Irish BP
Founded
1931 Merger
of BP & Shell
1976 BP &
Shell de-
merged
1992 Statoil acquires BP
followed by JET
in 1995
2005 Topaz acquires Irish
Shell
2006 Topaz acquires Statoil
The Topaz Business
Retail
• 311 branded forecourts in Ireland, incl 109 CoCo. Adding 10-15 new DoDo stations per year
• 25-30% market share
• Topaz forecourt retail concept operates in a shop footprint of 50m2 to 150m2
• Expert in high margin offerings, such as coffee, deli counters etc
Wholesale
• Largest importer of finished oil products into Ireland
• Approximately 45% of imports
• Largest supplier of Aviation fuel in Ireland
• National import infrastructure
Commercial
• 2 billion litres per annum; 32% market share
• Largest supplier of home heating oil and commercial fuels to business, via its Topaz branded company owned and independent distributors
• Largest supplier of oil products to third party fuel distributors in Ireland, such as Tesco
Topaz Mission and Vision
Better Service
Better Returns
Better People
Better Topaz
Our Dealer Business
Market Backdrop
• Oil major focus on large sites with Retail potential
• The entry of new players to fuel such as Supermarkets
• Major brands under-invested due to exit strategies
Our Dealer Business
What have we achieved ?
Our Dealer Business
Building Success
The Brand … transitioning from two legacy brands of strong
heritage
A proven success …..
Total
Awareness
Availability
Spontaneous
Awareness
Brand used last
Dealer +
… a new commitment to partnership
Sales … a journey from account management to acquisition
A Targeted Approach … selling our strengths into the competitions
network
Continuous Engagement
….. A partnership approach with a common purpose
Dealer +
Insight & Standards
Engagement process