1. ENERGY BUSINESSES
1.6 Marketing Actions
By focusing on trying to maximize the value of the ANCAP trademarks, as well as generating and capitalizing on the client's and market's knowledge, during 2015 ANCAP worked intensively in actions towards private clients as well as official clients.
The anthropological study in gas stations provided deep knowledge in the dynamics, practices, and appropriations that revolve around ANCAP's gas stations and its lubricants centers.
With these elements and regular monitoring ANCAP evaluates the satisfaction regarding the lubricants in the business chain, end consumers, corporate clients, official clients, and internal clients.
Knowledge and positioning of each product in its category is deepened, in order to manage future marketing actions.
For this purpose, we have maintained the communication with the clients regarding news through informational web newsletters, we work jointly with the distributor in the implementation of deals according to the sales channel and a program called "Visits to the Lubricants Plant and Lab" has been implemented, which is aimed at those who recommend the product, gas stations, mechanical workshops, car dealerships and others.
An important element for this fiscal year has been the development and launching of the Catalog of ANCAP's Lubricants Products and Specialties, in a physical and digital format with the goal of providing a constant reference material about the different uses, benefits and applications of our products.
Strategies related to technical and commercial support to the market
Strategically, the technical and commercial support is provided as a contribution of knowledge, capabilities, and resources that enrich the sustainable productive development of the country and with the goal of satisfying the client, meeting their expectations regarding ANCAP's products.
In this regard, there has been an advance in the usage of the CRM tool for the management of enquiries and complaints regarding the sale of lubricants for clients of the State and activities connected to the management of SISCONVE.
In each one of these segments and lines of products the expectations, needs, and requirements are different; that is why there are different courses of action and goals.
Talks have been held for clients of the commercial chain and corporate clients about the new quality of the fuels with less sulfur and more biofuel content, teaching them about the precautions to be taken when storing and manipulating them.
At the same time, within the goal to promote and participate in research and to boost new technologies for a productive and sustainable development, ANCAP collaborated with the project to determine the impact of the consumption of fuels with an additive for gas oil, implementing an internationally standardized methodology. Said project is carried out by the University of Montevideo with the funding of the Energy Sectorial Fund 2014 (FSE) from the National Agency of Research and Innovation (ANII). Also, technical talks were held on Lubricants, Greases and Lubrication for clients and educational institutions. This included the beginning of a program of visits to clients of ANCAP's lubricants, mainly general mechanical workshops and official representatives of vehicle brands to exchange information, train, assess necessities and listen to the inquiries of these clients.
Trainings are done periodically for official clients regarding issues related to SISCONVE and the recollection of used oils.
In regard to lubricants, an increase in the recollection of used oil is observed year after year. The growth of this type of recollection in official clients during 2015 was especially important.
A technical talk about solvents was also held for sales staff of Compañía ANCAP de Bebidas y Alcoholes (CABA), favoring the training of those that develop new products and markets within the commercialization of alcohols and solvents in the market.
