{"id":78031,"date":"2023-08-11T08:43:29","date_gmt":"2023-08-11T08:43:29","guid":{"rendered":"https:\/\/www.automakersnews.cz\/?p=78031"},"modified":"2023-08-11T08:43:29","modified_gmt":"2023-08-11T08:43:29","slug":"orlen-pokracuje-v-rebrandingu-cerpadel","status":"publish","type":"post","link":"https:\/\/www.automakersnews.cz\/index.php\/2023\/08\/11\/orlen-pokracuje-v-rebrandingu-cerpadel\/","title":{"rendered":"ORLEN pokra\u010duje v rebrandingu \u010derpadel"},"content":{"rendered":"

ORLEN vstoupil do z\u00e1v\u011bre\u010dn\u00e9 f\u00e1ze procesu p\u0159ejmenov\u00e1n\u00ed sv\u00e9 s\u00edt\u011b \u010derpac\u00edch stanic v \u010cesku. Ta od roku 2019 nese ozna\u010den\u00ed ORLEN Benzina a je se 436 stanicemi nejv\u011bt\u0161\u00edm prodejcem pohonn\u00fdch hmot na zdej\u0161\u00edm trhu. V sou\u010dasnosti je logo ORLEN dominantn\u00ed na zhruba pades\u00e1tce z nich.<\/strong><\/p>\n

\u201eDo konce roku ponese logo orla zhruba 370 \u010derpac\u00edch stanic. P\u0159ejmenov\u00e1n\u00ed cel\u00e9 s\u00edt\u011b bychom m\u011bli dokon\u010dit na p\u0159elomu let 2024 a 2025,\u201c p\u0159ibl\u00ed\u017eil Zbigniew Leszczy\u0144ski, \u010dlen p\u0159edstavenstva skupiny ORLEN Unipetrol zodpov\u011bdn\u00fd za maloobchodn\u00ed aktivity, a dodal: \u201eRebranding na \u010desk\u00e9m trhu je sou\u010d\u00e1st\u00ed mezin\u00e1rodn\u00ed unifikace s\u00edt\u011b ORLEN, do kter\u00e9 pat\u0159\u00ed v\u00edce ne\u017e t\u0159i tis\u00edce na\u0161ich \u010derpac\u00edch stanic v \u0161esti evropsk\u00fdch zem\u00edch.\u201c<\/p>\n

V Polsku, \u010cesku, N\u011bmecku, Ma\u010farsku, Litv\u011b a na Slovensku. Ve v\u0161ech t\u011bchto zem\u00edch provozuje mezin\u00e1rodn\u00ed skupina ORLEN sv\u00e9 \u010derpac\u00ed stanice. V souladu se svou strategi\u00ed realizuje na v\u0161ech t\u011bchto trz\u00edch postupnou unifikaci sv\u00e9 zna\u010dky. V \u010cesku unifikace za\u010dala v roce 2019, kdy se na \u010desk\u00e9m trhu za\u010daly objevovat prvn\u00ed \u010derpac\u00ed stanice, na kter\u00fdch zauj\u00edm\u00e1 dominantn\u00ed pozici zna\u010dka ORLEN. B\u011bhem l\u00e9ta a v druh\u00e9 polovin\u011b roku tento doposud postupn\u00fd proces v \u010cesku v\u00fdrazn\u011b zrychl\u00ed.<\/p>\n

„Budov\u00e1n\u00ed multienergetick\u00e9ho koncernu n\u00e1m umo\u017e\u0148uje dynamicky expandovat na mezin\u00e1rodn\u00ed \u00farovni a st\u00e1t se l\u00eddrem energetick\u00e9 transformace v cel\u00e9m regionu. Dal\u0161\u00ed investice m\u016f\u017eeme realizovat d\u00edky efektivn\u00edmu vyu\u017eit\u00ed synergi\u00ed v r\u00e1mci jedn\u00e9 spole\u010dnosti, kter\u00e1 vznikla po f\u00fazi se skupinami LOTOS a PGNiG. Ji\u017e nyn\u00ed m\u00e1me nejv\u011bt\u0161\u00ed s\u00ed\u0165 \u010derpac\u00edch stanic ve st\u0159edn\u00ed Evrop\u011b \u2013 po dokon\u010den\u00ed n\u00e1kupu \u010derpac\u00edch stanic v Rakousku bude a\u017e 44 % na\u0161eho maloobchodn\u00edho segmentu tvo\u0159eno \u010derpac\u00edmi stanicemi, kter\u00e9 jsou lokalizov\u00e1ny mimo Polsko. D\u016fsledn\u011b sjednocujeme na\u0161i zna\u010dku na mezin\u00e1rodn\u00edch trz\u00edch tak, aby byl ORLEN spojov\u00e1n s \u0161irokou nab\u00eddkou slu\u017eeb nejvy\u0161\u0161\u00ed kvality. To n\u00e1m umo\u017e\u0148uje nejen z\u00edskat marketingov\u00e9 a provozn\u00ed synergie, ale tak\u00e9 n\u00e1s to p\u0159ipravuje na p\u0159\u00edpadnou expanzi do nov\u00fdch oblast\u00ed. \u010cesk\u00e1 republika, kde jsme tak\u00e9 l\u00eddrem v oblasti rozvoje alternativn\u00edch paliv, je dokonal\u00fdm p\u0159\u00edkladem toho, jak chceme zna\u010dku ORLEN profilovat,\u201c \u0159\u00edk\u00e1 Daniel Obajtek, gener\u00e1ln\u00ed \u0159editel a p\u0159edseda p\u0159edstavenstva spole\u010dnosti ORLEN S.A.<\/p>\n

\u201eVn\u00edm\u00e1me rozd\u00edln\u00e9 pozice zna\u010dky ORLEN na jednotliv\u00fdch trz\u00edch. Nap\u0159\u00edklad na Slovensku a v Ma\u010farsku, kde na\u0161e p\u016fsoben\u00ed nen\u00ed tak dlouh\u00e9, d\u00e1valo z obchodn\u00edho i marketingov\u00e9ho hlediska smysl celou s\u00ed\u0165 p\u0159ejmenovat rychle. V \u010cesku jsme ale vzhledem k historii a velikosti zdej\u0161\u00ed s\u00edt\u011b \u0161li postupn\u00fdmi kroky. Nyn\u00ed ji\u017e nazr\u00e1la doba k akceleraci a dokon\u010den\u00ed cel\u00e9ho procesu. \u010cesk\u00fd trh je na tuto zm\u011bnu p\u0159ipraven a zna\u010dka ORLEN je \u010desk\u00e9 ve\u0159ejnosti ji\u017e dostate\u010dn\u011b zn\u00e1m\u00e1 a z\u00e1kazn\u00edky akceptovan\u00e1,\u201c konstatoval Zbigniew Leszczy\u0144ski.<\/p>\n

Ve druh\u00e9 polovin\u011b leto\u0161n\u00edho roku chce ORLEN p\u0159ejmenovat zhruba t\u0159i stovky stanic. Na konci roku by tak m\u011bl provozovat ve sv\u00e9 s\u00edti \u010d\u00edtaj\u00edc\u00ed 436 \u010derpac\u00edch stanic ji\u017e 370 stanic po zna\u010dkou ORLEN. S postupuj\u00edc\u00edm rebrandingem tak\u00e9 dojde ke zm\u011bn\u011b marketingov\u00e9 komunikace. \u201eOd nov\u00e9ho roku, kdy v na\u0161\u00ed s\u00edti bude s logem ORLEN bezm\u00e1la 90 % stanic, se zam\u011b\u0159\u00edme na komunika\u010dn\u00ed podporu pouze t\u00e9to zna\u010dky,\u201c zm\u00ednil Zbigniew Leszczy\u0144ski.<\/p>\n

ORLEN nab\u00edz\u00ed na \u010derpac\u00edch stanic\u00edch v \u010cesku pohonn\u00e9 hmoty Efecta s \u010distic\u00edm \u00fa\u010dinkem na motorovou soustavu a pr\u00e9miov\u00e1 paliva Verva, kter\u00e1 k \u010distic\u00edmu \u00fa\u010dinku p\u0159id\u00e1vaj\u00ed i zv\u00fd\u0161en\u00ed v\u00fdkonu motoru. Sou\u010d\u00e1st\u00ed nab\u00eddky je i \u0161irok\u00fd sortiment dopl\u0148kov\u00e9ho prodeje, slu\u017eeb a ob\u010derstven\u00ed po zna\u010dkou Stop Cafe.<\/p>\n

ORLEN vyd\u00e1v\u00e1 i vlastn\u00ed tankovac\u00ed karty EASY a BUSINESS a z\u00e1kazn\u00edk\u016fm nab\u00edz\u00ed dv\u011b mobiln\u00ed aplikace \u2013 v\u011brnostn\u00ed aplikaci ORLEN Benzina a aplikaci pro p\u00e9\u010di o v\u016fz Myc\u00ed digi linka. \u201eNa\u0161\u00ed strategi\u00ed je nab\u00edzet produkty a slu\u017eby s vysokou kvalitou. Z\u00e1kazn\u00edci hodnot\u00ed na\u0161i zna\u010dku jako modern\u00ed, inovativn\u00ed, a s \u0161irokou, kvalitn\u00ed, a p\u0159itom p\u0159\u00edznivou, nab\u00eddkou,\u201c \u0159ekl Zbigniew Leszczy\u0144ski, a uzav\u0159el: \u201eP\u0159ipravujeme se tak\u00e9 na budoucnost. Ze v\u0161ech na\u0161ich konkurent\u016f na \u010desk\u00e9m trhu m\u00e1me nej\u0161ir\u0161\u00ed nab\u00eddku alternativn\u00edch pohon\u016f a energi\u00ed, kterou neust\u00e1le rozv\u00edj\u00edme. Na 61 stanic\u00edch m\u00e1me ji\u017e 246 elektro dob\u00edjec\u00edch bod\u016f a budujeme tak\u00e9 vod\u00edkovou infrastrukturu. Prvn\u00ed dv\u011b vod\u00edkov\u00e9 stanice funguj\u00ed v Praze na Barrandov\u011b a v Litv\u00ednov\u011b.\u201c<\/p>\n","protected":false},"excerpt":{"rendered":"

ORLEN vstoupil do z\u00e1v\u011bre\u010dn\u00e9 f\u00e1ze procesu p\u0159ejmenov\u00e1n\u00ed sv\u00e9 s\u00edt\u011b \u010derpac\u00edch stanic v \u010cesku. Ta od roku 2019 nese ozna\u010den\u00ed ORLEN Benzina a je se 436 […]<\/a><\/p>\n<\/div>","protected":false},"author":4,"featured_media":78032,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-78031","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"_links":{"self":[{"href":"https:\/\/www.automakersnews.cz\/index.php\/wp-json\/wp\/v2\/posts\/78031","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.automakersnews.cz\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.automakersnews.cz\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.automakersnews.cz\/index.php\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.automakersnews.cz\/index.php\/wp-json\/wp\/v2\/comments?post=78031"}],"version-history":[{"count":0,"href":"https:\/\/www.automakersnews.cz\/index.php\/wp-json\/wp\/v2\/posts\/78031\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.automakersnews.cz\/index.php\/wp-json\/wp\/v2\/media\/78032"}],"wp:attachment":[{"href":"https:\/\/www.automakersnews.cz\/index.php\/wp-json\/wp\/v2\/media?parent=78031"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.automakersnews.cz\/index.php\/wp-json\/wp\/v2\/categories?post=78031"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.automakersnews.cz\/index.php\/wp-json\/wp\/v2\/tags?post=78031"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}