Innovative Marketing in Brazil

Tabajara Bertelli Costa Cia. Ultragaz S.A.

Exceptional Energy for the Andes WLPGA Andean Regional Summit 2014 Cartagena, Colombia 29th January 2014

Brazilian LP Gas market

Challenges

Innovative marketing

Household marketing

Bulk marketing Sustainability

Brazilian LP Gas market

Everybody uses LP Gas in Brazil 7,3 MMTon/Year

70% of sales in 13-Kg cylinders

95% of households all over the country

Home cooking

12 cylinders sold per second

350 000 direct and indirect employees

best business practices and safety

Sales require Service of Home Delivery 30 MM cylinders/month

80% ordered by phone

Extensive Dealers Network

Branded Cylinders

Bulk Sales stand for about 23% of the Market Urban Small Bulk

Industrial applications, commerce and services

Legal restraints of use

Challenges

How to reach and attend the Consumer

Qualified Retailer’s Network

Convenience, service and readiness to deliver

Channels of sales and payment options – more convenience

Research and Development of New Applications Versatility allows diversity of applications

Competitive energy

New possibilities may come from a new regulation

Innovative marketing

Objective

To build a strong brand through a value proposition that adds differentiation

To be the sector reference and client’s desire brand

Innovative marketing Cylinder

One to one

Partnership

Events and

sponsorships

Promotion

Media Integrated

communication

• Differentiation (leader, pioneer and a specialist)

• Communication Attitude: integration with consumers

• Parthnership: Brand Experience

Innovative marketing One to One

Strengthen brand Ultragaz

Maintain or increase market share

Enchant the customer

Package ludic interactive actions to housewives and family

Cultural Contest

Door to Door and fairs

Promotion Bought, Won

Reporter Ultragaz

Innovative marketing Partnership

• Offer differentiated products and services to target

• Intensify the relationship and strengthen our share of mind

• Create trial

OVER 65 MILLION

SAMPLES!

Innovative marketing Events and sponsorships

• Closer relationship with the consumer

• Enhancing image company committed to the welfare and safety the family

• Strengthen quality attributes and safety of blue cylinder

• Stimulate sales with the end customer loyalty

No Morning Like This! Flying with my Hero The most beautiful Home’s Specialist

Innovative marketing Promotion

Marketing Action “Rewarded Choice”: the customer buy our blue bottle to compete for prizes such as homes and cars.

Innovative marketing MEDIA

Prospecting Resellers

• TV: Merchandising + Film 30” • Dealer Kit • Prospecting Kit • Magazine

Magnet

Innovative marketing Bulk

Pre sale

• Prospection: video and folder

• Press Media

Operate on priority segments of each market region evidencing Ultragaz advantage as an “energy solution provider” (brand, product, service and performance) according to each customer:

Post sale Pre and

post sale

Actions against other

energy competitors • Support unit

• Events • Special dates

• Merchandising

• Fair • Parthnership

• University Project

• Marketing Pack • Aerosol

Customized Projects

• Marketing pack against natural gas

Innovative marketing Pre Sale

Condominium Bar & Restaurant

Bakery

Main specialized

magazines in the industry

Innovative marketing Post Sale VIP Events for premium clients

Innovative marketing Pre and Post Sale

Fispal International Fair of Services and Products for Foodservice.

Agrishow Latin America biggest and most completed fair of agricultural technology.

Innovative marketing Action against natural gas

Folder to specific public

Innovative marketing Customized Projects

Besides being an energy provider, also distributes aerosol propellant.

The company provides tailor-made propellant provider, ensuring supply and technical support.

Aerosol

More than 250,000 customers with individual account.

Condominium Kit

Sustainability In the value chain

1L

1

Sustainable Shop

• Garbage Selective Collection

• Reduction in water consumption

• Reduction in energy consumption

• Green wall

• LPG heated water

Ultragaz Cultural Project –

Cinema Big Trailer

The Ultragaz Cultural promotes

and disseminates culture to

underprivileged social classes and

communities around Ultragaz.

More than 117.000 people served,

with more than 1200 film sessions

in 22 states.

Collecting Used Cooking Oil Project

Partnership with the BUNGE (a global and

integrated agribusiness, food and bioenergy

company) and ULTRAGAZ.

ULTRAGAZ collect customer’s used cooking

oil and offering an ecological soap made

from the collected product.

Conclusion

Despite acting in a commodity market we believe that is possible to build strong brand and consumer loyalty through Technology investment, innovation, exclusive dealer channel

and “Innovative Marketing” support.

Thank You! Tabajara Bertelli Costa Director Cia. Ultragaz S.A. tabajara.costa@ultragaz.com.br