The new economy retail brand
PKN ORLEN has today introduced in Poland its economy stations under the BLISKA brand. The segment is addressed at drivers who look for quality at a reasonable price. The implementation of the economy retail segment derives from PKN ORLEN’s strategy of regaining share in the domestic retail market.
In its March-announced retail sales development plan PKN ORLEN disclosed its plan for segmentation of its retail network into premium and economy brands. This step, it is believed, will improve the profitability and efficiency of the Company’s outlets, which in the long term should translate into an increased share of the domestic retail market.
Market research suggests that the number of customers looking for good quality at a reasonable price is continuously growing and they now account for 25 per cent of all purchases at petrol stations. As this trend is dynamic, we project that this figure will rise to 33 per cent by 2009, i.e. by the time when the whole network segmentation is scheduled to be complete – said Wojciech Heydel, Vice President, Retail & Commercial Sales of PKN ORLEN.
BLISKA stations will be offering our most popular fuels (Europsuper 95, Super Plus 98, Ekodiesel and LPG) and basic automotive and consumer goods. The fuel price will be a few groszys (Polish cents) lower compared to premium segment prices. This has been achieved thanks to the lowering of outlet operating costs through a more limited offering and the lack of a loyalty scheme.
By 2009 the Company is planning to operate around 1,000 outlets under the BLISKA brand. The first 30 stations will be opened by the end of 2005. The new economy network will consist of dealer-owned, affiliated, franchised, and independent outlets that will conform to the BLISKA standard. Selected outlets will be self-service between 10 pm and 6 am, and at these hours will not offer LPG, which requires personnel assistance. During this period, fuel prices will be lower by a further few groszys.
