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Philippine Daily Inquirer: Pilipinas Shell to open 50 new stations nationwide

Published: Jun 30, 2007

AS COMPETITION FURTHER stiffens, Pilipinas Shell Petroleum Corp. is planning to add another 50 stations to its nationwide network and give existing ones a facelift.

The oil firm hopes to increase its 33-percent share of the retail market.

Sammy de Guzman, Shells vice president for retail, said the oil firm would seesaw from the No. 1 and No. 2 spots in the retail market, giving up the top slot one month and regaining it the next.

This cycle, he said, has been going on for a long time, and Shell now wants to further strengthen its position in the market.

We have 33 percent of the market in retail and, of course, we want to grow that, de Guzman said. Competition is pretty close. But we still believe were the market leader, not just in terms of volume or revenue, but in other metrics. Were the consumers preferred brand.

To further boost the companys presence, he said Shell would be putting up 50 additional stations nationwide within the year, as part of its yearly investments.

He said the oil firm would also be reinvesting in its existing stations starting next semester.

Were giving Shell stations a new facesomething thats easier on the eyes, De Guzman said. Our stations will have new features, they will be brighter. All our new stations will carry that new face.

For the initial phase of the project, he said, Shell will be changing the look of some 200 stations, mostly in Metro Manila.

The facelift will be carried out over the next couple of years.

The Philippines is an important retail market for Shell around the globe and in Asia, he said.

This is why the oil firm is willing to invest in putting up new stations and in improving existing ones, he explained.

Apart from its retail stations, Shell is also focused on rolling out new products that will help boost its sales volumes.

The oil firm last Thursday launched fuels containing the fuel economy formula, which promised to help motorists achieve at least a 10-percent reduction in fuel consumption due to increased efficiency.

The new Shell fuel economy formula will be offered in the oil firms Super Unleaded, Super Premium, Super Unleaded E10 and Diesoline Ultra products. Abigail L. Ho

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