As of December 31, 2012, the Company’s marketing subsidiaries added 20 new locations to their network of 1,265 filling stations. Average petrolem product sales per filling station in Russia increased by 24% to 17.7 tonnes per day.
Sales of petroleum products in the domestic market grew to 25.2 million tonnes in 2012, a 2% increase compared to 2011.
Small wholesaling of petroleum products via petroleum product suppliers reached 8.2 million tonnes in 2012, an increase of 4% over 2011, and wholesale grew by 58% to 2.0 million tonnes.
The development of retail petroleum products is a key business line for the Company. The availability of its own nationwide brand that is highly recognizable and trustworthy, as far as product quality is concerned, is instrumental for achieving one of the Company’s strategic goals — being the leading seller of petroleum products in Russia.
During a four-year period (2009 to 2012), the Company built 95 new filling stations, refitted 255, and re-branded 552 stations.
In 2012, petroleum product sales through the Company’s filling stations in Russia grew by 34% to 6.6 million tonnes. Sales of gasoline rose by 26% to 4.0 million tonnes, while sales of diesel fuel increased by 51% to 2.4 million tonnes.
One of the highly efficient tools that has a positive impact on 79 increasing sales volumes and brand confidence is a federal loyal ty program for individuals entitled Going the Same Way, which was launched by the Company in 2010.
The program offers a system of deferred discounts: after buying products and services from Gazprom Neft filling stations, participants are entitled to discounts that are recorded as bon uses on their card. The cardholders can use the bonuses they accumul ate to pay for other products and services. At present, the program has been adopted in 26 regions where Gazprom Neft has network filling stations, including Moscow, St. Petersburg, Omsk, Ekaterinburg and elsewhere. Since the loyalty program was launched, it has alrea dy been joined by 3.2 million people all over the country.
GAS MOTOR FUELS (LPG, CNG)
Increasing attention has recently been placed on environmental friendliness and cost efficient transportation. These are key criteria for public and commercial transport in large cities. So these segments of the transportation market could be a natural starting point and showcase for the large-scale use of natural gas fuel. Along these lines, Gazprom Neft puts particular emphasis on boosting sales of the two main gas motor fuels, liquefied petroleum gas (LPG) and compressed natural gas (CNG).
LPG and CNG represent less than 4% of total motor fuel sales in Russia. LPG has proved more popular as a motor fuel, accounting for 3.3% of total fuel consumption. The share of CNG is only 0.3%.
Forecasts show LPG sales continuing to grow in Russia at approximately the same rate as liquid motor fuels until 2020, while the share of CNG in fuel sales is expected to rise from 0.3% to about 2.2%.
In 2012, 121 gas filling stations out of all multi-fuel filling facilities were branded as Gazpromneft. LPG and CNG sales were approximately 93,000 tonnes and about 8,000 tonnes in 2012, respectively.
The Company plans to increase the number of multi-fuel stations selling LPG to 285 stations by 2020, when total annual sales should be in excess of 260,000 tonnes.
Supplies of liquefied gas for the retail network will come from the Company’s own refineries (in Omsk, Moscow, and Yaroslavl), from Gazprom’s gas-processing plants (in Astrakhan, Orenburg, and Surgut), and from SIBUR.
Most of the potential CNG consumption is concentrated in major cities, particularly Moscow and St. Petersburg, and could be up to 3 billion cubic meters per year, or 10 times current consumption.
INTEGRATED RETAIL SALES PROJECTS (IMPLEMENTED AS PART OF THE SALES STRATEGY FOR PETROLEUM PRODUCTS BY OJSC GAZPROM NEFT IN RUSSIA AND THE CIS THROUGH 2020)
| № | Performance |
|---|---|
| 1. | In 2012, retail sales of petroleum products grew by 33%, average daily sales per filling station increased by 24%, and revenue from sales of associated products and services rose by 49%. |
| 2. | Launch of G-Drive Racing, a joint project between OJSC Gazprom Neft and the Signatech Nissan racing team aimed at promoting G-Drive new generation fuel. |
| 3. | Entry into Ukraine’s retail petroleum product market based on franchising. As of the end of the year, there are four Gazpromneft branded filling stations operating on the Kiev-Odessa highway. |
| 4. | The number of participants in the Going the Same Way loyalty program for individuals reached 3.2 million people |
| 5. | Promotion of G-Drive premium motor fuel. The share of G-95 in Ai-95 sales across filling stations offering branded fuel was 29% as of yearend. Start of a pilot project on G-Diesel fuel sales. |
| 6. | Launch of a gas motor fuel development program, which included the opening of the first multi-fuel filling facility branded under Gazpromneft. |