Company: Pan American Energy, Buenos Aires, Argentina
Company Description: Pan American Energy is the leading private and integrated energy company in Argentina and the region. It has 21,000 workers (employees and contractors). It develops upstream, midstream and downstream operations. It is responsible for 17% of the hydrocarbons extracted in the country. Through its brand AXION energy, PAE is also responsible for 15% of the fuels commercialized in Argentina.
Nomination Category: Sales Awards Achievement Categories
Nomination Sub Category: Outbound Marketing Program of the Year
 Nomination Title: Launching of AXION Diesel X10 in Argentina
- Which will you submit for your nomination in this category, a video of up to five (5) minutes, explaining the nominated achievement since July 1, 2020, OR written answers to the questions? (Choose one):
Written answers to the questions
- Briefly describe the nominated organization or individual: history and past performance (up to 200 words):
Total 162 words used.
PAE is a leading global energy company in Argentina and the region. It’s the main private producer, employer and investor in the industry, with operations in Argentina, Bolivia, Mexico and Brazil. It develops conventional, unconventional, onshore and offshore oil and gas fields; it has oil and gas pipelines, as well as oil and hydrocarbon derivatives terminals; it produces electricity and participates in the renewable energy sector.
In the downstream segment, AXION energy operates the most modern refinery in South America, located in Campana, province of Buenos Aires. There, the sector’s most important expansion and modernization project of the last 30 years has been completed. As for its retail operations, the company sells fuels through the brand AXION energy and lubricants through the brand Castrol, in its more than 600 gas stations. It was the first company in the country to offer charging points for electric cars. It also supplies the aviation, maritime, agricultural and transport industries, and manufactures products for petrochemical use.
- Outline the nominated achievement since July 1 2020 that you wish to bring to the judges' attention (up to 250 words):
Total 246 words used.
On April 5, 2021, AXION energy officially presented in Argentina AXION DIESEL X10, a new ultra-low-sulfur diesel fuel, which replaced the ordinary diesel 500 ppm in the brand’s gas pumps throughout the country.
The first step was to deeply know Argentine diesel consumers —their needs, consumption habits, pain points, rationale, quality standards, value for the product and price they would be willing to pay— in order to identify the product’s most valuable attributes. The vehicle fleet was also assessed, and possible sales volumes were estimated. To do so, the Marketing, Business Intelligence and Business Planning departments relied on focus groups, on their own existing qualitative and quantitative studies, and on the Sales team insights.
It was decided to launch AXION DIESEL X10 highlighting its engine-protection attributes. Under the claim “Euro V technology within your reach,” from October 2020 to March 2021, the campaign was implemented.
10 work crews were in charge of rebranding the 605 AXION energy’s gas stations (GS).
16 squads offered a “10-point breakfast” in 130 strategic points in 24 cities.
More than 5,000 tickets were received during the promotion “X10 agreement.”
100 people participated in the internal launching event, and more than 2,000 viewed it online.
More than 500 operators participated in the streaming launching event.
44 journalists participated in meals for the press in three provinces.
9,000 GS attendants and 565 operators received training.
More than 10,000 pieces were produced for the rebranding of the GS.
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video. If you are submitting written answers to the questions for this category, provide them in the spaces below.
- Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 95 words used.
The attached PDF file “221206_Axion_10” details the marketing strategy for the AXION Diesel X10 fuel launch, the implementation of the plan, its outreach to target audiences and the results for the company's business. This supporting material also contains images of the communication and marketing campaign, as well as links to the advertising videos.
Spots - Playlist: https://www.youtube.com/playlist?list=PL3AvJYniEJP-pZL638XMJp0S1kXS6NsOO
About the AXION brand, downstream operations, and products:
https://www.pan-energy.com/en/downstream/
https://www.axionenergy.com/Paginas/index.aspx
About AXION Diesel X10: https://www.axionenergy.com/Paginas/dieselx10.aspx
About Pan American Energy: https://www.pan-energy.com/en/aboutpae/
- Explain why the achievement you have highlighted is unique or significant. If possible compare the achievement to the performance of other players in your industry and/or to the nominee's past performance (up to 250 words):
Total 167 words used.
When AXION energy decided to launch AXION DIESEL X10 and optimize its portfolio to offer only high-quality fuels, it assessed the possible risks: that the price difference got ordinary diesel consumers to buy the rival brand's product or that AXION energy’s consumers chose QUANTIUM DIESEL X10.
However, the brand decided to be at the forefront of the industry, to acquire a wide competitive advantage compared to rival brands, and to trust its knowledge about consumers, understanding that quality and eagerness to protect and extend the vehicle’s life were determining factors when choosing a certain fuel.
One year after the launch throughout the entire AXION energy’s GS network, AXION DIESEL X10 showed an annual percentage increase of 4.41% in its market share (from March 2021 to March 2022). Also, this growth was possible without cannibalizing the participation of QUANTIUM DIESEL X10. Furthermore, the total AXION energy diesel market share in the B2C channel had an annual percentage increase of 20.63% (from March 2021 to March 2022).
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