Engen keeps its Top Brand place

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.