Z Energy Rebranding Continues in New Zealand

Z Energy says it will be about four more months before the company is ready to roll out the rebranding of the remainder of its Shell fuel service station network.

 Z Energy, a partnership between Infratil and the New Zealand Superannuation Fund, paid nearly nz$700 million for Shell's retail and distribution assets in April 2010. It has so far rebranded 10 of its 226 fuel service stations around the country as part of a pilot scheme to test the brand.

The company has estimated the rebrand to cost nz$35 million but management are confident it will come in at less than that. The company will spend the next few months taking more time to listen to customers and establish what they want from the fuel service station network.

Z Energy have pilot fuel service stations have been located in different parts of the country to make sure the company understands customers' regional differences. Harkess Ord are responsible for the current rollout which will continue over a six month period, to have an impact in the marketplace and because two brands can confuse customers.

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