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