{"id":764,"date":"2023-12-08T07:15:26","date_gmt":"2023-12-08T07:15:26","guid":{"rendered":"https:\/\/www.automakers.cz\/?p=764"},"modified":"2023-12-08T08:15:35","modified_gmt":"2023-12-08T08:15:35","slug":"orlen-unipetrol-uz-nepouziva-benzinu","status":"publish","type":"post","link":"https:\/\/www.automakers.cz\/?p=764","title":{"rendered":"ORLEN Unipetrol u\u017e nepou\u017e\u00edv\u00e1 Benzinu"},"content":{"rendered":"

ORLEN Unipetrol za\u010dal v roce 2019 unifikovat sv\u00e1 evropsk\u00e1 \u010derpadla a v \u010cesku za\u010dala od za\u010d\u00e1tku prosince p\u0159i sv\u00fdch marketingov\u00fdch aktivit\u00e1ch pou\u017e\u00edvat pouze zna\u010dku ORLEN. Z n\u00e1zvu \u010derpac\u00edch stanic i prospekt\u016f tak definitivn\u011b zmizela tradi\u010dn\u00ed Benzina.<\/strong><\/p>\n

Zm\u011bna v komunikaci souvis\u00ed s pokro\u010dilou f\u00e1z\u00ed rebrandingu, neboli procesu zm\u011bny jm\u00e9na, ve kter\u00e9 se nach\u00e1z\u00ed jej\u00ed s\u00ed\u0165 \u010derpac\u00edch stanic v \u010cesku. Ta od roku 2019 nese ozna\u010den\u00ed ORLEN Benzina a je nejv\u011bt\u0161\u00edm prodejcem pohonn\u00fdch hmot na zdej\u0161\u00edm trhu.<\/p>\n

\u201eV\u011bt\u0161ina na\u0161ich \u010derpac\u00edch stanic na zdej\u0161\u00edm trhu je ji\u017e p\u0159ejmenov\u00e1na a na konci leto\u0161n\u00edho roku ponese logo orla ji\u017e 357 z\u00a0celkov\u00e9ho po\u010dtu 434 stanic. Proto je logick\u00e9, \u017ee se ji\u017e zam\u011b\u0159\u00edme pouze na podporu zna\u010dky ORLEN,\u201c<\/em> vysv\u011btlil 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 sedmi evropsk\u00fdch zem\u00edch.\u201c<\/em><\/p>\n

V Polsku, \u010cesku, N\u011bmecku, Ma\u010farsku, Litv\u011b, na Slovensku a od\u00a0p\u0159\u00ed\u0161t\u00edho roku tak\u00e9 v Rakousku. 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.<\/p>\n

Unifikace trvala 4 roky<\/strong><\/p>\n

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\u00edmala dominantn\u00ed pozici zna\u010dka ORLEN. Sou\u010dasn\u011b do\u0161lo ke zm\u011bn\u011b ozna\u010den\u00ed cel\u00e9 s\u00edt\u011b. K \u010dervenob\u00edl\u00e9mu kon\u00edkovi p\u0159ibyl stejn\u011b barevn\u00fd orel a s\u00ed\u0165 dostala kombinovan\u00e9 ozna\u010den\u00ed ORLEN Benzina. Pod t\u00edmto jm\u00e9nem se cel\u00e1 s\u00ed\u0165 d\u00e1le rozv\u00edjela a ve\u0159ejnost oslovovala nejen na \u010derpac\u00edch stanic\u00edch, ale tak\u00e9 skrze siln\u00e9 medi\u00e1ln\u00ed kampan\u011b a jako partner v\u00fdznamn\u00fdch kulturn\u00edch, sportovn\u00edch a spole\u010densk\u00fdch projekt\u016f. Po celou dobu se tak\u00e9 postupn\u011b zvy\u0161oval po\u010det stanic, na kter\u00fdch zast\u00e1valo logo ORLEN dominantn\u00ed pozici. B\u011bhem leto\u0161n\u00edho roku tento doposud postupn\u00fd proces prom\u011bny zna\u010dky v\u00fdrazn\u011b zrychlil.<\/p>\n

\u201eNazr\u00e1la doba k akceleraci a dokon\u010den\u00ed cel\u00e9ho procesu. Spole\u010dn\u00e1 zna\u010dka ORLEN Benzina je \u010desk\u00e9 ve\u0159ejnosti ji\u017e dostate\u010dn\u011b zn\u00e1m\u00e1 a z\u00e1kazn\u00edky akceptovan\u00e1. Zn\u00e1 ji dev\u011bt z\u00a0deseti \u010cech\u016f. Vedle faktu, \u017ee ji\u017e t\u00e9m\u011b\u0159 80 procent stanic v\u00a0na\u0161\u00ed s\u00edti nese ozna\u010den\u00ed ORLEN, jde o dal\u0161\u00ed sign\u00e1l, \u017ee se v n\u00e1sleduj\u00edc\u00edm obdob\u00ed m\u016f\u017eeme zam\u011b\u0159it ji\u017e jen na podporu p\u0159evl\u00e1daj\u00edc\u00ed zna\u010dky ORLEN,\u201c <\/em>konstatoval Zbigniew Leszczy\u0144ski<\/strong> a dodal: \u201eDo modernizace a rozvoje cel\u00e9 s\u00edt\u011b jsme v\u00a0posledn\u00edch letech investovali des\u00edtky miliard korun a ud\u011blali z\u00a0n\u00ed l\u00eddra \u010desk\u00e9ho trhu, kter\u00fd nab\u00edz\u00ed vysoce kvalitn\u00ed paliva, \u0161irok\u00fd rozsah ob\u010derstven\u00ed a nejmodern\u011bj\u0161\u00ed slu\u017eby. Tento trend se pod novou zna\u010dkou je\u0161t\u011b zintenz\u00edvn\u00ed.\u201c<\/em><\/p>\n

Sponzoringov\u00e9 aktivity<\/strong><\/p>\n

Vedle nab\u00eddky palivov\u00fdch i nepalivov\u00fdch produkt\u016f skupina ORLEN v \u010cesk\u00e9 republice podporuje tak\u00e9 \u0161irok\u00e9 portfolio sportovn\u00edch, kulturn\u00edch a spole\u010densk\u00fdch projekt\u016f a osobnost\u00ed, kter\u00fdmi jsou nap\u0159\u00edklad Mezin\u00e1rodn\u00ed filmov\u00fd festival Karlovy Vary, multi\u017e\u00e1nrov\u00fd festival Colours of Ostrava, Autodrom Most nebo automobilov\u00fd z\u00e1vodn\u00edk Martin Prokop. Ve\u0159ejnost tak\u00e9 zn\u00e1 zna\u010dku ORLEN jakou sou\u010d\u00e1st seri\u00e1lu Formule 1 d\u00edky partnerstv\u00ed s t\u00fdmem Scuderia Alpha Tauri.<\/p>\n

S\u00ed\u0165 \u010derpac\u00edch stanic\u00ed ORLEN v \u010cesku nab\u00edz\u00ed pohonn\u00e9 hmoty Efecta s\u00a0prokazateln\u00fdmi \u010distic\u00edmi \u00fa\u010dinky a pr\u00e9miov\u00e1 paliva Verva, kter\u00e1 vedle p\u00e9\u010de o motorovou soustavu maj\u00ed maxim\u00e1ln\u011b vylep\u0161eny v\u00fdkonnostn\u00ed parametry. 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. Z\u00e1kazn\u00edci mohou tak\u00e9 vyu\u017e\u00edvat tankovac\u00ed karty EASY a BUSINESS a dv\u011b mobiln\u00ed aplikace \u2013 v\u011brnostn\u00ed aplikaci ORLEN a aplikaci pro p\u00e9\u010di o v\u016fz Myc\u00ed digi linka.<\/p>\n

\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\u00a0\u0161irokou, kvalitn\u00ed, a p\u0159itom cenov\u011b p\u0159\u00edznivou, nab\u00eddkou,\u201c <\/em>\u0159ekl Zbigniew Leszczy\u0144ski<\/strong>, a uzav\u0159el: \u201eP\u0159ipravujeme se tak\u00e9 na budoucnost. Na \u010desk\u00e9m trhu m\u00e1me nej\u0161ir\u0161\u00ed nab\u00eddku alternativn\u00edch pohon\u016f a energi\u00ed a neust\u00e1le rozv\u00edj\u00edme. Na 66 stanic\u00edch m\u00e1me ji\u017e 267 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<\/em><\/p>\n

V\u00edce ne\u017e 3000 \u010derpadel<\/strong><\/p>\n

S\u00ed\u0165 \u010derpac\u00edch stanic ORLEN pat\u0159\u00ed do skupiny ORLEN Unipetrol, kter\u00e1 je od roku 2005 vlastn\u011bna mezin\u00e1rodn\u00ed skupinou ORLEN. Ta provozuje v\u00edce ne\u017e t\u0159i tis\u00edce \u010derpac\u00edch stanic v sedmi zem\u00edch \u2013 i v Polsku, \u010cesku, N\u011bmecku, Litv\u011b, Ma\u010farsku a na Slovensku. Ned\u00e1vno ozn\u00e1mila z\u00e1m\u011br p\u0159evz\u00edt 266 \u010derpac\u00edch stanic zna\u010dky Turm\u00f6l v\u00a0Rakousku.<\/p>\n

V ned\u00e1vn\u00e9m pr\u016fzkumu ve\u0159ejn\u00e9ho m\u00edn\u011bn\u00ed agentury IBRiS byli respondenti dot\u00e1z\u00e1ni, zda znaj\u00ed zna\u010dku ORLEN Benzina. V\u00edce ne\u017e 87 procent z nich odpov\u011bd\u011blo kladn\u011b. Oce\u0148uj\u00ed nejen nab\u00eddku palivov\u00fdch i nepalivov\u00fdch produkt\u016f, ale tak\u00e9 \u0161irokou podporu sportovn\u00edch, kulturn\u00edch a spole\u010densk\u00fdch akc\u00ed. V\u00edce ne\u017e 63 procent v\u0161ech dot\u00e1zan\u00fdch vyj\u00e1d\u0159ilo pozitivn\u00ed pohled na aktivity mezin\u00e1rodn\u00ed skupiny ORLEN v \u010cesk\u00e9 republice.<\/p>\n

\"\"<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

ORLEN Unipetrol za\u010dal v roce 2019 unifikovat sv\u00e1 evropsk\u00e1 \u010derpadla a v \u010cesku za\u010dala od…<\/p>\n","protected":false},"author":2,"featured_media":798,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[23,36],"tags":[],"class_list":["post-764","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-dodavatele","category-marketing"],"_links":{"self":[{"href":"https:\/\/www.automakers.cz\/index.php?rest_route=\/wp\/v2\/posts\/764","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.automakers.cz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.automakers.cz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.automakers.cz\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.automakers.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=764"}],"version-history":[{"count":7,"href":"https:\/\/www.automakers.cz\/index.php?rest_route=\/wp\/v2\/posts\/764\/revisions"}],"predecessor-version":[{"id":827,"href":"https:\/\/www.automakers.cz\/index.php?rest_route=\/wp\/v2\/posts\/764\/revisions\/827"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.automakers.cz\/index.php?rest_route=\/wp\/v2\/media\/798"}],"wp:attachment":[{"href":"https:\/\/www.automakers.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=764"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.automakers.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=764"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.automakers.cz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=764"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}