Thus, the development of an integrated marketing and communication campaign ensured an increase of the average monthly fuel consumption (+14%) and Efix brand awareness Efix (+7%) in 2015, a doubling of the popularity of the Fill&Go service among customers, together with an increase of spontaneous awareness of Rompetrol as a successful brand (+15%).
According to recent studies, more than 73% of Romanian drivers know of the Efix brand and its benefits, thus contributing to an increase in awareness and strengthening of this brand as a leading family of products. Thus, more than 40% of drivers indicated at least two of the main Efix fuel characteristics: engine protection and increase of service life, lower fuel consumption, cleaning the injectors and valves, extends the life of the car.
The recognition of the fuels is also supported by the readiness of the Rompetrol customers to recommend these products, i.e. more than 80%.
The Efix fuel range is produced at the Petromidia Navodari refinery, the largest of its kind in Romania, and one of the most modern in the Black Sea region. The quality of fuels is constantly verified by the laboratories of the KMG International Group, being also certified by specialized German institutes.
To ensure the quality of fuels, the Group made significant investments in upgrading the systems and equipments of the Rompetrol stations in 2007 – 2015, as well as in implementing a fuel traceability system between refineries, storage facilities, filling stations and implicitly the customer.
The marketing campaigns carried out by KMG International in 2015 emphasized the innovation and uniqueness of the Fill&Go service, a direct pay-at-the-pump service which allows non-business Rompetrol customers to refill and pay with one single monthly payment. Thanks to the promotion of its attributes (monthly payment, user friendliness, reduction of refilling times, safety and control), the adoption of the Fill&Go service doubled among customers.
With an experience of more than 40 years in promoting the Romanian oil industry internationally, the Rompetrol brand extended its presence in the past 20 years in various segments of the relevant Romanian industry, from upstream activities and operations to refining and distribution of fuels both in Romania and the Black Sea region. Thus, this sustained evolution and the effects of the major investments of the Group led to a significant boost of spontaneous awareness of the Rompetrol brand as a successful brand.
The Group currently owns and operates more than 700 internal fuel distribution points (own stations, Rompetrol Partners, Rompetrol Expres, 9 and 20 cubic meters internal bases), 6 storage facilities, 210 LPG stations, more than 8,000 gas cylinder distribution points and 3 bottling stations in Constanta, Arad and Bacau. They are complemented by the refineries of Petromidia Navodari – the largest of its kind in Romania and one of the most advanced in the Black Sea region, Vega Ploiesti – the longest-operating processing facility in Romania (1905) and the only producer of bitumen and other niche products, and the petrochemistry division – the only Romanian producer of polymers.
Fully owned by the oil and gas company of Kazakhstan – KazMunayGas, KMG International is a major producer and supplier of fuels in the Black Sea region, with more than 1000 fuel distribution points in six countries (Romania, Moldova, Bulgaria, France, Spain and Georgia), wholesale activities via its Ukraine and Turkey subsidiaries and the trading division – KazMunayGas Trading Switzerland.
Department of Communication and Public Relations
KMG International