At the announcement late last week of the Sunday Times Top Brands Awards, commissioned by Avusa Media and conducted by TNS Research Surveys, Engen kept its top place as South Africa's leading petrol station, confirming that it is the top marketer of petroleum products and convenience services and best-known petrol station brand.
Engen began its reign at the top in 2011, after taking joint first place with BP in 2010. Joe Mahlo, GM: Engen Sales & Marketing, says management is enormously pleased with the sustained success of its brand strategy. "As we keep reminding ourselves, staying on top is a little harder than reaching the top, so we're honoured by motorists' continued endorsement of our service and offerings."
Retail adds to offering
Pierr Roodt, Engen's retail marketing manager, says the company will continue to build on its winning strategy of tailoring its approach and offerings to its various market segments. "In addition, we've identified customer service as a key determinant of success in our industry, so we'll continue to focus on training of forecourt staff."
It continues to roll out signature convenience offerings across its network, including fast food and restaurant partnerships, franchise bakeries, coffee, alternate payment partnerships and a range of other innovations.
Other initiatives that have won it the hearts, minds and share of wallet of the broader public have entailed more inclusive brand advertising and a continued reinvigoration drive of retail livery and offerings.
Mahlo says the group is optimistic about building momentum in its brand and commercial activities, as recessionary pressures continue. The petrol station category showed "significant increase in category usage," according to survey findings, auguring well for the industry and economy.
LEGAL DISCLAIMER: This Message Board accepts no liability of legal consequences that arise from the Message Boards (e.g. defamation, slander, or other such crimes). All posted messages are the sole property of their respective authors. The maintainer does retain the right to remove any message posts for whatever reasons. People that post messages to this forum are not to libel/slander nor in any other way depict a company, entity, individual(s), or service in a false light; should they do so, the legal consequences are theirs alone. Bizcommunity.com will disclose authors' IP addresses to authorities if compelled to do so by a court of law.