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Analytical Study Post-Rebranding - Export
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Analytical Study Post-Rebranding - Export
1
In which country is your company located?
2
How long have you been working with ORLEN OIL?
Select one answer.
1 year (since the merger of ORLEN OIL and LOTOS OIL)
1-5 years
5-10 years
10-15 years
Over 15 years
3
How long have you worked with LOTOS Oil or the LOTOS brand?
Select one answer
I have not worked with them.
Less than 3 years
3- 5 years
5-10 years
10-15 years
Over 15 years
4
What other oil brands do you sell?
Select one or more answers.
MOL
CASTROL
TOTAL
SHELL
PETRONAS
WOLF
TEXACO
Other (which?)
5
Which brand do you consider more recognizable in your market?
Select one answer.
ORLEN OIL/PLATINUM
LOTOS
Both are equally recognizable.
Neither of them is recognizable.
6
Is there another distributor selling the same brand in your market?
Select one answer.
Yes
No
I don't know.
7
Which statements best describe your current situation after the rebranding?
You may select more than one answer.
Our company has experienced an increase in sales due to the introduction of the ORLEN OIL brand.
The rebranding has not significantly affected our sales results—they remain at a similar level.
The change to ORLEN OIL has caused a decline in the sales of our products.
Customers have positively received the new ORLEN OIL brand, which has led to increased interest in our products.
The rebranding caused confusion among customers, which negatively impacted sales.
We are having difficulty differentiating ourselves from other distributors now carrying the same ORLEN OIL brand.
Customers preferred LOTOS brand products, which had been on the market much longer, making adaptation to the new ORLEN OIL brand challenging.
Price dumping is occurring among ORLEN OIL distributors, which negatively affects our margin.
We need more time and resources to build the ORLEN OIL brand to the level of Platinum or LOTOS, but it is achievable within 1-2 years.
The rebranding has allowed us to offer better pricing conditions and greater flexibility in customer offers.
I have the same brand as I had before; nothing has changed.
8
In which market segment do you position ORLEN OIL products?
Select one answer.
Premium
Mid-range
Economic
There is no brand in the market.
9
In which market segment do you position LOTOS products in 2023?
Select one answer
Premium
Mid-range
Economic
There is no brand in the market.
10
In which market segment did you position Platinum products in 2023?
Select one answer
Premium
Mid-range
Economic
There is no brand in the market.
11
What sales channels are most important for you when selling ORLEN OIL/Platinum or LOTOS brands?
Please select up to 3 channels in which you sell the most products.
Wholesalers
Car repair shops
Small retail stores
Online sales
Hypemarket
Gas stations
Transport depots
Industrial companies
Stores and wholesalers for the agricultural industry
Other
12
On a scale of 1-5, rate the various attributes of the ORLEN OIL/PLATINUM brand and its lubricants.
1 - lowest rating/I do not agree with this opinion, 5 - highest rating/I completely agree with this opinion.
1
2
3
4
5
Good quality
Low purchase price from the manufacturer
Popular in the market
Known for motorsports
Premium brand
Modern and innovative
Very good commercial and technical support
Low shelf price
Good margin for the distributor on resale
Very good marketing support
A brand with tradition
A brand with stable quality
European brand
A brand recommended by car manufacturers
A brand that builds loyalty and emotional connections
A trustworthy brand
A brand with a wide portfolio
A brand with OEM approvals
13
On a scale of 1-5, rate the various attributes of the LOTOS brand.
1 - lowest rating/I do not agree with this opinion, 5 - highest rating/I completely agree with this opinion
1
2
3
4
5
Good quality
Low purchase price from the manufacturer
Popular in the market
Known for motorsports
Premium brand
Modern and innovative
Very good commercial and technical support
Low shelf price
Good margin for the distributor on resale
Very good marketing support
A brand with tradition
A brand with stable quality
European brand
A brand recommended by car manufacturers
A brand that builds loyalty and emotional connections
A trustworthy brand
A brand with a wide portfolio
A brand with OEM approvals
14
What other brands do you consider the biggest competitors to LOTOS, ORLEN OIL, and Platinum and why?
15
How have you rated/are you rating the price level of LOTOS products compared to the competition?
Select one answer
Higher than LOTOS
Similar
Lower than LOTOS
I have no opinion
16
How have you rated/are you rating the price level of ORLEN OIL products compared to the competition?
Select one answer
Higher than ORLEN OIL
Similar
Lower than ORLEN OIL
I have no opinion
17
Which brand has provided/provides you with a higher margin on resale of products?
Select one answer
LOTOS
PLATINUM and ORLEN OIL
ORLEN OIL
PLATINUM
All are comparable
I have no opinion.
18
Which brand has sold/is selling better in your market?
Select one answer
LOTOS
PLATINUM and ORLEN OIL
PLATINUM
ORLEN OIL
All brands have sold/are selling equally well
All brands have sold/are selling equally poorly
I have no opinion.
19
Rate the geographic and behavioral characteristics of drivers who buy/bought LOTOS products.
0
Young age
Old age
0
Likes to save money
Does not like to save money
0
Guided by the brand of the product in purchase
Guided by the price of the product in purchase
0
Relies on the salesperson's opinion
Is aware and makes his own choice
0
Rural resident
Urban resident
0
Owns a new car (up to 5 years old)
Owns a car out of warranty
Ok
20
Rate the geographic and behavioral characteristics of drivers who buy/bought ORLEN OIL products.
0
Young age
Old age
0
Likes to save money
Does not like to save money
0
Guided by the brand of the product in purchase
Guided by the price of the product in purchase
0
Relies on the salesperson's opinion
Is aware and makes his own choice
0
Rural resident
Urban resident
0
Owns a new car (up to 5 years old)
Owns a car out of warranty
Ok
21
Do you have any additional comments or observations summarizing the past six months of working with ORLEN OIL?
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