Congo: Engen Rebrands Shell Network
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Monday, 06 April 2009 |
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Since entering the Democratic Republic Congo through the acquisition of
Shell’s assets it has overcome a number of challenges in rebranding
from Shell to Engen.
One of those challenges was winning over the stakeholders in the DRC
operation according to Wayne Hartmann, GM of Engen International
Business Development. Hartmann said that the company had to win their
confidence. “As a multinational group focused solely on Africa, we have
set up or taken over businesses in 15 countries since 1996,” he says.
“It’s never simple when you’re coming in as an outsider. It requires a
multi-leveled project and getting past a good many sensitivities.”
The company says it now has the backing and respect of the local
operation’s staff, business partners, surrounding communities, the
government and even competitors. Hartmann said that this was achieved
by putting the company’s money where its mouth is and proving it was
serious about its operations in the DRC. “These are necessary
investments that always pay off,” Hartmann says. “They will ensure our
commercial and social sustainability in the DRC.”
Engen DRC’s MD, Charles Nikobasa, says Engen’s early commitments to the
DRC are already impressive. The company, within a short span of time
has sharpened up supply arrangements and introduced a strong new
lubricants brand and maintained its stock levels.
The company’s rebranding efforts were completed within its scheduled
six months and according to Randall Chrisstoffels, Engen IBD’s Business
Transformation Manager, the visual effect of the new-look sites is
powerful and well accepted, and that the commitment of the Engen DRC
team during this transition process was one of the main reasons for the
resultant success of the program.
Engen is currently the second-biggest petroleum products marketer in
the DRC, he adds. This investment in the DRC will support Engen’s
over-arching goal in its EPIC 2016 strategic growth plan of becoming a
Champion in the provision of energy solutions and related offerings in
Sub-Saharan Africa by 2016. “The aim is to have the best quality
offering and to be the best distribution company, with a full range of
product offerings,” Nikobasa says.
PetrolWorld 030409
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