LOTOS PALIWA RETAIL CONCEPT. Maciej Szozda Vice President, Chief Commercial Officer 1/20
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1 LOTOS PALIWA RETAIL CONCEPT Maciej Szozda Vice President, Chief Commercial Officer 1/20
2 Segment C (petrol stations near supermarkets/ self-service petrol stations) CUSTOMER SEGMENT Segment B (value-oriented/ economy) Segment A (Premium) EXECUTION OF A STRATEGIC OBJECTIVE BY POSITIONING LOTOS PETROL STATION CHAIN WITHIN THE FOLLOWING 2 SEGMENTS: Discount customers Prisoners Pragmatists Prestige-oriented PREMIUM SEGMENT Potential area for new local petrol station chains ECONOMY SEGMENT Independent Retailers Small Medium Large STATION FORMATS Maciej Szozda Vice President, Chief Commercial Officer 2/20
3 LOTOS - TWO FORMATS = MORE BALANCED DEVELOPMENT Choose your form of cooperation Diversified offer = more development possibilities 10% market share 2015 LOTOS petrol stations in Premium segment Clear contract, explicitly stated terms of cooperation with the chain of petrol stations, Rich and attractive investment package - at the expense of LOTOS, Guarantee of stable delivery of high quality LOTOS fuels, including premium quality fuels - LOTOS Dynamic, Bistro corner - CAFE PUNKT, Participation in LOTOS Navigator loyalty programme, Possibility to support LOTOS Business fleet programme cards and other fleet cards offered by LOTOS, Participation in common marketing actions LOTOS Optima petrol stations in Economy segment Competitive license prices, Clear contract and explicitly stated terms of cooperation with the chain of petrol stations, Possibility to place partner's name and trademark at the station together with LOTOS brand, Rich and attractive investment package - at the expense of LOTOS, Possibility to use own cars to transport fuel, Possibility to support LOTOS Business fleet programme cards and other fleet cards offered by LOTOS. Maciej Szozda Vice President, Chief Commercial Officer 3/20
4 POSITIONING FOR SEGMENT A AND SEGMENT B IN LOTOS SEGMENT A SEGMENT B TARGET GROUPS Major target group are the Prestige-oriented customers (share in the number of drivers: 18%): - They care for their car and the quality of fuel - They appreciate availability of additional services - Price is not their major criterion of choice Secondary target group for this segment will also partly be the Prisoners customers having no choice (share in the number of drivers: 24%, Major target group are the Pragmatists (share in the number of drivers: 16%): - They compare offers within the available locations - They value good quality for a reasonable price - Secondary target group are the Economy customers (share in the number of drivers: 15%), the best motivation to visit the Segment B will be - lower prices OFFERED VALUE Segment A stations being the Premium offer are - by definition - at a level equal to other Premium petrol stations (in terms of the shop size, scope of fuels offer and other products and services offered, quality of service and fuel prices) Segment B stations will offer good quality fuels for a competitive price ( value for money ) Narrow offer of products and services other than fuels, shop with only the basic assortment, a limited bistro offer and a minimum scope of additional services MARKET POSITION (COMPETITION) Major competitors: Orlen, BP, Shell and Statoil Major competitors are Bliska and Lukoil petrol station chains Maciej Szozda Vice President, Chief Commercial Officer 4/20 LOTOS - RETAIL CONCEPT Gdańsk, October 15, 2012
5 POSITIONING FOR SEGMENT A AND SEGMENT B IN LOTOS FUELS OFFER SEGMENT A SEGMENT B Standard fuels ON, PB95 and LPG (optional) and Standard fuels ON, PB95 and LPG (optional), No Premium fuels Dynamic Premium fuels SHOP OFFER BISTRO OFFER Wide range of products in various categories (convenience shopping) Bistro with a full offer (automatic coffee maker, cookies, hot-dogs, French bread toasts, hot sandwiches, pierogi bucket and cold sandwiches) under brand Cafe Punkt Major assortment groups - only basic brands for each category (simple shopping) Coffee corner (automatic coffee maker) Hot-dog (separate hot-dog module with a reduction of impulses at the cash desk zone) SERVICES OFFER Car wash Vacuum cleaner Compressor Toilet Additional services (for babies, audiomarketing, wifi) - optional Compressor Toilet FLEET CARDS Accepting fleet cards and other pay cards (also credit cards) DISTRIBUTION CHANNELS Own and partner stations PROMOTION Nation-wide image advertising campaign Loyalty programme Local advertising No loyalty programme Maciej Szozda Vice President, Chief Commercial Officer 5/20
6 LOTOS - OFFER ADVANTAGES WIDE OFFER: PREMIUM FUELS, LOYALTY PROGRAMME, BISTRO - CAFE PUNKT, CAR WASHES MANY CONVENIENCES AND FACILITES: MUSIC, WI-FI, SERVICE FOR THE DISABLED, CHILDREN FACILITIES BETTER ADJUSTED TO A LOCATION WITH GREATER POTENTIAL Maciej Szozda Vice President, Chief Commercial Officer 6/20 LOTOS - RETAIL CONCEPT Gdańsk, October 15, 2012
7 LOTOS OPTIMA - OFFER ADVANTAGES PLACE ON THE PYLON FOR THE OPERATOR S NAME IN CASE OF A DOFO FORMULA (FRANCHISE) LOTOS GUARANTEES THE QUALITY OF FUELS, STANDARD AND SERVICE SMALLER FORMAT, LOWER COSTS BETTER ADJUSTED TO A LOCATION WITH SMALLER POTENTIAL Maciej Szozda Vice President, Chief Commercial Officer 7/20 LOTOS - RETAIL CONCEPT Gdańsk, October 15, 2012
8 CHANGES ARE NECESSARY PETROL STATION BEFORE CHANGE Maciej Szozda Vice President, Chief Commercial Officer 8/20
9 PETROL STATION BEFORE CHANGE Maciej Szozda Vice President, Chief Commercial Officer 9/20
10 PETROL STATION BEFORE CHANGE Maciej Szozda Vice President, Chief Commercial Officer 10/20
11 PETROL STATION BEFORE CHANGE Maciej Szozda Vice President, Chief Commercial Officer 11/20
12 PETROL STATION BEFORE CHANGE Maciej Szozda Vice President, Chief Commercial Officer 12/20
13 CHANGES ARE NECESSARY METAMORPHOSIS PETROL STATION AFTER CHANGE Maciej Szozda Vice President, Chief Commercial Officer 13/20
14 PETROL STATION AFTER CHANGE Maciej Szozda Vice President, Chief Commercial Officer 14/20
15 PETROL STATION AFTER CHANGE Maciej Szozda Vice President, Chief Commercial Officer 15/20
16 PETROL STATION AFTER CHANGE Maciej Szozda Vice President, Chief Commercial Officer 16/20
17 PETROL STATION AFTER CHANGE Maciej Szozda Vice President, Chief Commercial Officer 17/20
18 PETROL STATION AFTER CHANGE Maciej Szozda Vice President, Chief Commercial Officer 18/20
19 PETROL STATION AFTER CHANGE Maciej Szozda Vice President, Chief Commercial Officer 19/20
20 SKY IS THE LIMIT! Maciej Szozda Vice President, Chief Commercial Officer 20/20
Business production 22 Methods of production 24 Efficiency and new technology 26 Quality management 28
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