Consolidating critical size in marketing
TotalFinaElf is now the marketing leader in the group of six European markets (Germany, France, the United Kingdom, Italy, Spain and the Benelux countries) that together account for 85% of the demand for petroleum products in the European Union. In this aggregate market, Group sales of petroleum products are 50% higher than those of its closest competitors. TotalFinaElf also has a 12% network market share in Europe, with significant positions in France, the Benelux countries, the United Kingdom and Germany, as well as in Spain through its stake in Cepsa. In addition, the Group is active in Italy, Switzerland, Portugal and, in Central Europe, in the Czech Republic and Hungary.
In 2000, consolidation of this new leadership position enabled the Group, through the implementation of ambitious synergy and productivity plans, to offset the negative impact of narrower marketing margins, particularly in Germany. The search for network optimization on a wider base, combining advertising campaigns and the lower investments required, as well as the rapid consolidation of the head offices in different European countries boosted the resistance of TotalFinaElf's marketing operations to the economic environment.
Within this context, TotalFinaElf decided to gain client recognition and stand apart from its competitors through the quality of its services, products and innovative capacities.
Capitalizing on brand diversity
The Group, with a diversity of brands strongly established in their markets, and seeking to minimize the implementation costs of the mergers, adopted a pragmatic branding approach:
• Maintaining brands that are well-known on their markets, such as Total and Elf in France, and Fina in Belgium and Italy.
• Consolidating the Group's reputation by converging toward a single brand in markets with smaller individual market shares: in the United Kingdom and Germany, for example, convergence towards the Total brand.
• In specialty products, selecting the brand enjoying the best reputation in its segment.
On this basis, in 2000TotalFinaElf launched the Osmose program to unify its European network. At the end of 2001, all service stations concerned by this program will have changed livery.
Promoting customer loyalty
With more than two million holders of the Group payment card in 13 European countries, TotalFinaElf holds a leadership position.
In 2000, over 5 million cubic meters of motor fuels were sold and paid for by card, and this figure is rising steadily. The Group also has 6.7 million mass-market loyalty cardholders in Europe, with high growth potential. In Italy, for example, the Group had 1.2 million loyalty cardholders at the end of 2000 after a launch on New Year's Day 1999.
TotalFinaElf can also capitalize on the wealth and diversity of know-how gained in the field of non-petroleum sales in service stations, and plans to prioritize the rapid expansion of these operations, particularly through boutique sales, developing of carwash cards, and new fast-food concepts.
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TOP SERVICES
Customer service, personalized relationship and product and service quality stand at the core of network sales policy.
All TotalFinaElf service stations in Europe now apply a quality charter that guarantees a common service base.
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Leader in Africa, on the Mediterranean rim and in the West Indies
In Africa, TotalFinaElf is active in more than 40 countries and has over a 10% network market share in more than 30 countries. The Group's total sales of all products combined exceeded 10 million tons in 2000, positioning it as co-leader on the continent. The TotalFinaElf network market share in Africa is now over 20%. The new Group has interests in six African refineries, in Senegal, Ivory Coast, Cameroon, Gabon, Angola and South Africa, adding up to a capacity of around 5 Mt/year.
In the Mediterranean rim, the Group oper-ates in Turkey, alongside minority share-holders, with over a 10% network market share and 7% LPG market share, and in Lebanon with a 6% market share all products combined.
In the West Indies, TotalFinaElf is active in Guadeloupe, Martinique and French Guyana. It is co-shareholder in the Raffinerie des Antilles and, on this basis, plans further expansion in the Caribbean and Central America. The Group is speeding up development of retail operations by its subsidiaries in Haiti and Costa Rica and the marketing of LPG and lubricants in Cuba.
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DEVELOPING HIGHER-PERFORMANCE PRODUCTS TO REDUCE EMISSIONS
One way to reduce emissions is to offer our customers better-performing products. Significant advances have been made with development of the Evolution range of fuels, as well as Aquazole and Xeol.
Our research teams are continuing to tailor our fuels to new engine technologies and to requirements for catalytic converters. The Group has participated extensively in discussions paving the way for the European Auto Oil program and strives to develop solutions suitable to the needs of developing countries.
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