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LUKOIL Rebranding
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FIND OUT WHAT
EVERYONE IS
TALKING ABOUT!
Our first location was rebranded to
LUKOIL and completed on May 16, 2003.
Since then, 23 more stations were rebranded as well. Check
out our new exciting look!
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HERE ARE A FEW
FREQUENTLY ASKED QUESTIONS |
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QUESTION: What is LUKOIL? |
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ANSWER:
LUKOIL is one of Russia’s largest vertically integrated oil
companies. Founded in 1991, it is one of the world’s top 5 publicly
traded oil companies in terms of proven oil reserves. LUKOIL is the
most internationally diversified Russian oil company, and the first
to have ventured abroad to work with international oil
corporations. It is Russia’s number one refiner with total capacity
of 1.15M bpd (including overseas assets). The company has almost
4,000 gasoline stations worldwide with over 1,300 outlets in the
United States. It is publicly traded on numerous international
stock exchanges and most recently was listed on the London Stock
Exchange (SYMBOL: LKOD).
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QUESTION:
When did
LUKOIL acquire Getty? |
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ANSWER:
LUKOIL acquired Getty Petroleum Marketing Inc. in November 2000.
LUKOIL is the first Russian oil company to buy a publicly traded New
York Stock Exchange (NYSE) listed company Getty Petroleum Marketing
Inc.
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QUESTION:
Why are Getty stations converting?
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ANSWER:
Certain specific marketing sites are being converted to the LUKOIL
brand. The selected units must fulfill certain key criteria
established by LUKOIL. Their conversion is designed to introduce an
internationally recognized oil company into the United States and to
leverage the quality of the LUKOIL brand with the United States
consumer.
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QUESTION:
In total, how many Getty stations will be converted into LUKOIL
stations? |
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ANSWER: The plan is to
target specific demographic marketing areas for the LUKOIL brand.
As a result, approximately 150 units will be converted over the
course of 24 months.
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QUESTION:
Why have you decided to rebrand the Getty name? |
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ANSWER: The Getty brand has
unique appeal to its customer base. By changing to the LUKOIL
brand, we hope to build customer loyalty, increase unit volume,
build brand awareness and enhance shareholder value.
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QUESTION:
What are the major concerns you have about phasing out a well-known
name such as Getty?
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ANSWER:
We are concerned about public
acceptance of a new unknown brand in the United States. Our aim is
to dispel the apprehension by launching a new marketer with world
class expertise.
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QUESTION:
What is the timeline for the rebranding process?
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ANSWER: We have short term
timing of 35 sites to be completed by August 31, 2003 and long term
objectives of an additional 115 sites by the middle of 2005
(depending on permits).
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QUESTION:
What does this rebranding mean for consumers? |
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ANSWER: Consumers will now
have another brand choice in a world of ever shrinking brand
consolidation. The consumer will have the same high quality fuels
that meet or exceed United States specifications.
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QUESTION:
Has there been a change in quality of the gasoline?
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ANSWER: There has not been
any change to the product quality nor to the product selection.
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QUESTION:
Does this mean that gasoline prices will increase?
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ANSWER: Gasoline prices are
market driven and are affected by the competitive nature of the
marketplace.
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QUESTION:
What does LUKOIL/Getty hope to achieve through this rebranding
process? |
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ANSWER: LUKOIL hopes to
bring the message that they are a reliable, competitive, quality
driven, vertically integrated petroleum company that is growing
through acquisition and innovation.
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QUESTION:
Is LUKOIL gas the same quality?
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ANSWER: Yes. LUKOIL products are the same
quality as the top tier brands in the United States and worldwide.
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QUESTION:
Why has the company selected to begin the rebranding process in the
Northeast? |
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ANSWER: With LUKOIL's Getty acquisition, the
assets and synergies are concentrated in the Northeast.
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QUESTION:
Where
does Lukoil get its gasoline?
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ANSWER: As an integrated oil company, Lukoil
is engaged in exploration, production refining and marketing of
petroleum products. Much of Lukoil’s finished products are shipped
to world markets. The Lukoil branded outlets in the United States
will have approximately one half of their product supplied by Lukoil
until additional Russian export facilities are completed.
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QUESTION:
How large is Lukoil?
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ANSWER:
Lukoil is second
in proven reserves to Exxon Mobil.
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QUESTION:
Where else does Lukoil operate gasoline stations?
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ANSWER: Lukoil has a total of 3,940 retail
outlets of which 1,470 are in Russia, 1,370 are in the United States
and approximately 1,100 are located in Europe.
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QUESTION:
What are Lukoil’s long-term and short-term plans in the American
market?
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ANSWER: Short term
plans include growth through acquisition and expansion through
wholesale marketing. Long term plans are to bring the total number
of outlets in the United States to 3,000 sites. The short term
plans for fuel supply are to ship finished petroleum products to
market for sale through the United States proprietary outlets.
Ports such as Vysotsk will be able to supply product in late 2003.
The long term product source for US imports will be through the port
of Murmansk.
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QUESTION:
Does
this mean that Lukoil will be providing the US with a new,
non-Middle Eastern source of
gasoline? |
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ANSWER: Yes. Lukoil
will displace some of the Middle Eastern oil presently imported by
the United States.
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QUESTION:
Is this oil being imported directly from Russia?
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ANSWER:
Most of Lukoil’s exports are from Russia.
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QUESTION:
Is the
US/Russian government supportive of what Lukoil is doing in the US?
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ANSWER:
The governments of both countries are very supportive of the
increase in Russian imports. The United States has backed
major infrastructure projects for expanding oil exports to the
United States |
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