Orange Disc

ISSUE No.27 2012

your local global brand Q GULF’S NEW BLENDING PLANTS Q PARTNER PROFILE: SOUTH AFRICA Q GULF METALWORKING FLUIDS Q GULF’S 2012 MOTORSPORT PLANS Q GLOBAL NEWS ROUND-UP

GULF’S EXPANDING

RETAIL PRESENCE

your local global brand

01 HOME

“AU REVOIR” Dear All,

02 FOREWORD

I recently looked at the first edition of the reborn Orange Disc magazine, which came out ten years ago and announced the launch of Gulf brand’s new mantra ‘your local global brand’.

ALAIN DUJEAN FAREWELL

03 GULF OIL INTERNATIONAL

At that stage I had been with Gulf for about a year and had by then had time to assess the business: where it was, where it had come from and what needed to be done to take it forward. In that Foreword I talked of the power of the Gulf brand, about a great history, about our new ethos (which was to be embodied by ‘your local global brand’), about Gulf’s global family and strengthening the links between all of its members and about a commitment to our partners and customers.

05 MARKETING 08 PEOPLE & PLACES 10 GULF OIL MARINE 11 BUSINESS DEVELOPMENTS

Above all, it was – and still is - my belief that the brand’s most valuable asset is the people who make up the Gulf businesses worldwide. This is heart of Gulf; people who are dedicated to our famous and emotive brand, underpinning and making possible everything we do.

12 COVER FEATURE: GULF’S EXPANDING RETAIL PRESENCE

Ten years on all these factors are still as important as ever. However, in this decade, we have created a new chapter in Gulf’s rich history, which we continue to add to on a daily basis.

We have worked together, listened to each other and grown together.

During these last almost 11 years, I have tried my best to create an environment that would bring mutual success; but always with Gulf’s interests in mind and respecting everybody’s views, even if I was not always in agreement….

I have realised that in return (during Gulf’s last convention for example), Gulf affiliates are also very supportive of what has been achieved at GOI and that together we have all consolidated a solid worldwide network, around corporate values and corporate governance rules.

We have all taken, and are taking, advantage of Gulf’s local/global brand philosophy, when the downstream industry is going through a complete transformation. In challenging times, the dynamism and entrepreneurial spirit that pervades the Gulf brand has served to strengthen it and ensure that it continues to ‘buck the trend’.

16 METALWORKING FLUIDS 18 BLENDING PLANTS

The Gulf businesses around the world have grown in number and in stature, both on the lubricant side (inland and marine) and as we will see later in this Orange Disc, in our retail offer. Still new countries come to join the Gulf family, one that is now more united than ever before, thanks to the unending efforts of people here at GOI and in Gulf businesses everywhere.

21 GULF PARTNERS: SOUTH AFRICA

For many entrepreneurs our unique Gulf franchise model is a recipe for success, allowing freedom but under a worldwide umbrella of rules that ensures the quality of the brand, its products and communications.

This will be my last Orange Disc Foreword as I am now moving on to meet other challenges… but I will leave richer from all that I have learnt from everyone involved with the Gulf brand and the human links that I have always tried to establish and will always cherish.

22 GULF GLOBAL MOTORSPORT

IN THE NEXT ISSUE

I will remember the good times and what has been achieved thanks to the hard work of Gulf’s businesses and stakeholders. I think we can be proud of our joint success but we must stay focussed and determined.

There is a lot of scope to grow and the desire to win markets and hearts will be perpetuated, I am sure, by my successor and by the very professional and supportive team we have at GOI as well as by the shareholders.

GULF CARING: BEYOND THE BRAND

Gulf’s strategic plan is growth and investment in new plants, new businesses and in people, and it shows.

I wish to you all, families and teams, all the very best for 2012 and for the years to come.

Au revoir and my thanks for sharing with me the exciting journey over this last decade.

Alain

Alain Dujean Gulf Oil International (UK) Ltd. Vice President International Editorial Team Gary Barak Steve Coombes Sam Cork

02

FOREWORD

Alain Dujean Sanjay Hinduja Richard Hoare Richard Pinchin Ryan Baptiste

www.gulfoilltd.com

Orange Disc is edited on behalf of Gulf Oil International by Chicane

For all editorial matters please contact Orange Disc Editor Simon Maurice c/o Chicane Suite 588 East Side Complex Pinewood Studios, SL0 0NH Tel: +44 (0)1753 785955 Fax: +44 (0)1753 639288 e-mail: simon@chicanemarketing.co.uk

All material, unless otherwise stated, is the copyright of Gulf Oil International and reproduction in whole or in part of any text, photograph or illustration without written permission of the publishers is prohibited. While all due care is taken to ensure that the contents of Orange Disc are accurate the publishers cannot accept liability for omissions or errors.

GULF OIL INTERNATIONAL

EXCITING PROGRAMME FOR GULF TEAMS IN 2012 GULF RACING

World Endurance Championship Le Mans 24 Hours Q Blancpain Endurance 2012 could well be the busiest and most exciting year yet for Gulf in International Motorsport with a massive Gulf representation in top flight endurance racing across four different teams.

Q

Rob Bell, who will be backed up by former AMR team driver, Stuart Hall.

The Aston Martin Vantage GT2 car, which they campaigned in the Intercontinental Le Mans Cup may well also be seen in selected WEC and LMS races.

Q

GULF RACING MIDDLE EAST

ASTON MARTIN RACING Gulf Oil International’s partnership with Aston Martin Racing (AMR) now enters its fifth season – and both parties are hoping that 2012 will herald another year of success. The latter half of 2011 saw a resurgence in fortune for the team as the Gulf sponsored Aston Martin DBR1-2 Coupe returned to the track and achieved a podium finish at the gruelling Petit Le Mans race in October as well as an outright win at the Laguna Seca American Le Mans Series race, a few weeks earlier.

For 2012 Aston Martin Racing will return to the GT category to contest rounds of the inaugural World Endurance Championship (WEC). This will include the flagship races at Sebring, Spa, Le Mans and Silverstone.

The car chosen for this season is the Vantage GT2, which Aston Martin has been developing for several seasons and which is a further evolution of the car campaigned by Gulf AMR Middle East in 2011.

It is a brave decision by AMR to return to its racing roots, after three years in prototypes, but it will undoubtedly be an exciting one as the GT category will probably be the most competitive of all. The Gulf sponsored Aston Martins will take on factory, or works assisted entries from Ferrari, Chevrolet, BMW, McLaren and Porsche, amongst others!

The first race of the season will be the tough 12 Hour endurance classic at Sebring in March.

two cars in both the LMP1 and the LMP2 categories, the team ran with Gulf branding throughout – thanks to an initiative by local Gulf lubricant distributor, Belgian-based Caroil.

The OAK-Pescarolos, under the leadership of industrialist, Jacques Nicolet, were always immaculately turned out and often contended for a podium or best petrol-engined finisher.

For 2012, Oak will once again carry Gulf branding in LMP1 and LMP2 and will also have a further string to their bow as they recently announced a partnership with British luxury sports car manufacturer, Morgan for their LMP2 programme. OAK will contest the full World Endurance Championship and the European Le Mans Series.

GULF RACING All of this activity means that there could be seven or even eight Gulf cars at various rounds of the World Endurance Championship… a mouth-watering prospect.

OAK RACING OAK Racing proved to be one of the revelations of the 2011 endurance season. Often running

The other parties involved in last year’s Gulf AMR Middle East team – Fabien Giroix, Jean-Pierre Valentini and Frederic Fatien – have formed a new equipe for 2012. Gulf Racing Middle East will contest the full World Endurance Championship in a pair of brand new LMP2 Lola Coupes, which will carry Gulf’s racing colours.

The team is based in Dubai, but will also have a European Headquarters at French GP Circuit, Magny Cours.

The team that started last year as Gulf AMR Middle East has become two teams for 2012.

Gulf Racing is led by Gulf enthusiast, Roald Goethe and driving partner, Mike Wainwright.

They have acquired a brace of McLaren MP412C GT cars with which to contest the high profile Blancpain Endurance series, which runs a series of races throughout Europe and is widely recognised as one of the most competitive GT championships around. Roald and Mike will share the cars with McLaren GT works driver and double Le Mans Series GT Champion,

2012 World Endurance Championship Q 17th March, 12 Hours of Sebring, USA Q 5th May, 6 Hours of Spa-Francorchamps, BEL Q 16th-17th June, 24 Heures du Mans, FRA Q 26th August, 6 Hours of Silverstone, GBR Q 15th September, 6 Hours of Sao Paulo, BRA Q 29th September, 6 Hours of Bahrain, BHR Q 14th October, 6 Hours of Fuji, JPN Q November, 6 Hours of TBA, CHN 2012 Blancpain Endurance Series Q 20th-21st March, Paul Ricard, FRA (Official Test) Q 14th-15th April, Monza, IT Q 2nd-3rd June, Silverstone, UK Q 29th-July 1st June, Paul Ricard, FRA Q 25th-29th July, Total, 24 Hours of Spa, BEL Q 22nd-23rd September, Nürburgring, D Q October TBC For more information contact Sam Cork: sc@gulfoilltd.com

www.gulfoilltd.com

03

your local global brand

HOME

EVENT

FOREWORD GULF OIL INTERNATIONAL

GULF DRAG BIKE WOWS THE CROWDS IN INDIA

MARKETING PEOPLE & PLACES GULF OIL MARINE BUSINESS DEVELOPMENTS COVER FEATURE METALWORKING BLENDING PLANTS PARTNER FEATURE GULF GLOBAL MOTORSPORT

The Gulf Dragracing Top Fuel Bike of Ian King had a noteworthy end to its 2011 activities.

Firstly, on track, the sensational orange and blue monster, took victory at the final round of the UK Drag Racing Championships, held at Santa Pod in November.

The bike was then shipped across to India, where in an initiative driven by Gulf Oil Corporation Ltd (GOCL) during mid-December, the Gulf Dragracing team made a noteworthy impression on the Indian public with a series of public demonstrations. Everywhere the bike

went it attracted huge attention from public and media alike – with one of the highlights being a full speed run that Ian King made on a section of road in Mumbai that had been specially closed off for the occasion.

The coverage that the Gulf Top Fuel bike received from the media was excellent, from newspapers through online media to TV, with the bike really seeming to fire their imagination. Unsurprisingly, numerous people have posted videos on You Tube, which can be accessed by searching “Ian King in Mumbai.”

As with last year, this year’s participation has been funded by various affiliates from around the globe as well as by Gulf’s clothing licensee, Dakota, making the individual cost of sponsorship extremely low. The coverage the project has received has been very good and hopefully, those involved will continue to see the benefit in 2012 as King seeks his 6th European Drag Racing championship title.

For more information, please contact Sam Cork at GOI: sc@gulfoilltd.com

GULF MULTIAUTO

GULF BIKE WASH HELPS DISADVANTAGED YOUNGSTERS In the UK, motocross champion Graham Lee, has realised a dream to help disadvantaged local youngsters by establishing the first Base MotoPark, a purpose-built, 5 hectare off-road dirt bike track designed to engage youths who might otherwise drift into crime. Gulf Multi Auto has also been involved, supplying the new Gulf Bike Wash to the project.

As Graham says: “We are fully supported by our local police and council, and we have seen a 50% decrease in anti-social biking offences from young boys since the

04

GULF OIL INTERNATIONAL

MARKETING

A LITTLE PIECE OF LE MANS IN PARIS The Automobile Club de l’Ouest, the organiser of the famous Le Mans 24 Hours race has recently opened its first store away from Le Mans. The shop on Paris’s famous Boulevard Haussmann, sells everything from T-shirts, through models and books, to Videos, and included in their range of merchandise are many Gulf co-branded items – as can be seen from the windows of the store, right.

For further information contact Sam Cork: sc@gulfoiltd.com

www.gulfoilltd.com

MotoPark opened. The boys are not just taught to ride safely, but also how bike maintenance and cleaning are essential requirements. We have found that the new Gulf Bike Wash gives us excellent results, fast. This is important because the faster we can clean the bikes, the sooner we can get out there and get them dirty again!”

Gulf Bike Wash is available in handy, comfortable to use 750ml trigger sprays, packed in boxes of six.

For more details contact Bill Day: bill.day@gulfmultiauto.com

NEW ZEALAND ITALY Gulf Oil International is extremely pleased to announce that Safecar SPA has been appointed as the new Gulf official distributor for lubricants in Italy.

The company’s president Franco Giannella, founded Safecar SPA in November 1999 with a mission to introduce new levels of service in the automotive sector. This has been successfully achieved by improving quality and taking advantage of the cost benefits of having a coordinated supply chain of existing operators. This network includes garages, dealers, driving schools, vehicle fleets and associated services, using them for insurance, vehicle maintenance, breakdown assistance, servicing and warranties. The Gulf brand represents quality and so offers a good fit within these services, which will help to bolster their proposition even further.

The day-to-day management of the Gulf lubricants business will be in the hands of Enrico Collepiccolo and more information about the company can be found at: www.safecar.it. Orange Disc wishes Safecar every success in growing the Gulf brand in Italy. For further information Contact Dr Timothy Giannella: t.giannella@gulfitalia.com

ARMENIA Gulf Oil International is extremely pleased to announce that LTD Global Investment Group XXI (GIG XXI) (announced in the last Orange Disc as Gulf Oil official lubricant distributors in Georgia), have now also been appointed as the Gulf official distributors for lubricants in Armenia.

Orange Disc wishes GIG XXI every success developing the market for Gulf in Armenia and looks forward to reporting on the growth of the brand in the country. Further details from Rezo Doborjginidze: rd@gulflubricants.ge

PERU: LATIN AMERICAN MEETING

PERU HOSTS SOUTH AMERICAN DISTRIBUTORS In November 2011, Isopetrol, the official lubricant distributors for Peru, hosted a three-day meeting of Gulf’s official lubricants distributors for the Latin American region. This was the first time that they had met since the international convention in Argentina just over a year ago and there were many local points to discuss, including product supply, technical developments and marketing, amongst others.

VP International – Alain Dujean and VP Operations – Dr Richard Pinchin both attended the meeting and presented to the group, whilst also establishing discussion points for the event.

The first day focused on product developments and local business issues. It began with distributors each presenting to the group about their local markets and highlighting some of the key issues that affect them. These were presented in an open forum and discussed amongst the group so that suggestions and solutions could be found. Dr Richard Pinchin also presented on developments in Gulf’s operations and products.

The second day focused on supply issues and, led by GOI, it focused on getting distributors to work closer together on this issue, to take greater advantage of group buying power. This was then followed in the afternoon by a series of presentations of local marketing initiatives made by distributors, in order to share ideas and resources with each other.

At the beginning of the third day, distributors were given a tour of Isopetrol’s blending facilities located near the port of Callao. This was followed by an afternoon reserved for updates and discussion centred on the Gulf Oil Marine business. This was lead by the MD of Gulf Oil Marine, Keith Mullin, who gave an overview on operations and then discussed with the group the various issues that affect the business in the Latin American region.

The meeting was very well received and those that attended welcomed the opportunity to get together and discuss business with their neighbouring distributors. It also helped to encourage the distributors in this region to work closer with each other and share the ideas & best practices that they have gained in their local market, for the benefit of all. For more information please contact Dr Richard Pinchin: rp@gulfoilltd.com

GULF SUPPORTS BRUCE

McLAREN BOOK LAUNCH Gulf’s association with McLaren harks back to the sixties but over the last six months in New Zealand (home of motorsport icon and founder Bruce McLaren) the association has been brought back to life once again in this fantastic new publication.

There has been plenty written about the legend, but a new, magnificent 296 page book - the Bruce McLaren Scrapbook - was lovingly put together using his family archives as a special project by his sister, Jan McLaren to chronicle his life and achievements.

Jan wanted to launch the book amongst like-minded people, so she opted for venues with a racing heart; The Giltrap Audi Showroom in Auckland, the Rush Collection Museum in Feilding and Ruapuna Raceway in Christchurch, The Christchurch event was particularly significant as it coincided with the Wigram Revival Meeting, where Formula 5000s battled it out for the Lady Wigram Trophy, a trophy that Bruce McLaren won two years in a row in 1963 and 64.

JAPAN

MARKETING

NEW DISTRIBUTORS

Gulf’s official lubricants distributors for New Zealand, ANZPAC Oils, played a part in the book launches, supplying drinks at the Christchurch event and sending representatives to Auckland and Feilding. It was a natural partnership for ANZPAC Oils, which values the importance of McLaren in both Gulf and New Zealand history. Jan too, appreciates the historic links. “It’s fantastic to see the Gulf brand in New Zealand and re-invigorate the history with Bruce...it represents the past, present and future, working together with ANZPAC Oils, who are an important sponsor of the Bruce McLaren Trust. We are delighted to be involved again with the Gulf brand,” she said.

Further information from Brent Esler: brent.esler@crt.co.nz

SAUDI ARABIA

2012 CALENDARS Gulf businesses around the world have long produced excellent ranges of marketing materials. Gulf in Japan and in Saudi Arabia have regularly produced high quality calendars and year planners and 2012 is no exception, as can be seen from the attached images.

GOTCO-Japan has produced a traditional wall calendar featuring various Gulf sponsored racers including the Le Mans Aston Martin race cars, the Gulf Top Fuel drag bike and some of GOTCO’s sponsored racers in Japan. Petromin in Saudi Arabia have gone for a larger format calendar, shaped like the rev counter of a race car. Both, however, are extremely attractive and useful items that represent the brand very well.

For further information please contact Shigeru Matsuda in Japan: matsuda@gotco.jp and Tahani Bahakeem in Saudi Arabia: tahani@petromin.com

www.gulfoilltd.com

05

your local global brand

HOME FOREWORD

NORWAY

GULF “SHOWING OFF” IN NORWAY

GULF OIL INTERNATIONAL MARKETING PEOPLE & PLACES GULF OIL MARINE

The Gulf brand has been prominently displayed in Norway over the winter months at shows and expos.

Pictured is the stand that Norwegian Gulf lubricant distributors, Auto Grip AS used to promote the brand at the recent Norwegian Transport Expo 2011.

Also pictured is Jostein Stenberg, who has been seen on Norwegian TV with his Gulf-branded Snowmobile, promoting underwear, as well as here entertaining the crowds in his unique fashion at the Solberg Extreme Motorshow. Thanks to photographer Christian Berg for this spectacular photo! Further details from Trond Bull Enger: trond.bull.enger@autogrip.no

BUSINESS DEVELOPMENTS COVER FEATURE METALWORKING BLENDING PLANTS PARTNER FEATURE GULF GLOBAL MOTORSPORT

INDIA

GULF FESTIVE CARNIVAL

The “Gulf Festive Carnival” is an innovative two-day initiative that was recently undertaken by the Sales & Marketing team and distributor Automotive Manufacturers Ltd (AML) in the Southern Indian state of Andhra Pradesh. The Gulf Festive Carnival is a unique concept designed to help build close personal relationships with Dealers and Mechanics. It took place over four-hours each day with Day one reserved for Dealers and their families and Day two Mechanics and their families. Product information was given to the Dealers and Mechanics, while their family members enjoyed various games and an entertainment program with lots of prizes. Each day ended with a Gala Dinner.

The Gulf Festive Carnival was conducted in two phases over four weeks and covered nine cities & towns and the uniqueness of the concept – Relationship Building – was very much appreciated by Dealers and Mechanics alike. More details from Bijoy Paul: bpaul@gulfoil.co.in

COLOMBIA

06

MARKETING

CHALLENGE MANUELA

Prolub SA, Gulf’s official lubricants and fuels distributor in Colombia, has been promoting a nationwide experiential marketing campaign, in customers’ service centres: ‘The Manuela Vasquez Challenge’.

Manuela Vasquez is an up and coming Gulf-sponsred Colombian racer, who has been competing in Italy’s Renault Clio Cup. Using a race simulator provided by Gulf, customers tried to break Manuela’s record lap for the famous F1 Monza track.

The first Challenge took place at Medellin’s “Tecnicentro San Juan” and was a massive success! Next Manuela challenged Bogota city, where she beat all comers at “Multicervicios el Imperio”. At the city’s “La Flota” service centre she took on 1,500-plus members of the scheme while their trucks were serviced and lubricated with Gulf oil.

The Challenge then moved to Cali, before, at the end of the year, Manuela went to “Lubrimaquinas de Boyaca” in Boyaca.

The Challenge is a tough test, but has proved massively popular everywhere – not least because of the charm and personality of the lady herself. Wherever the Challenge has gone it has attracted massive public participation and fantastic media attention. More details from Marta Posada: mposada@lubricantesgulf.com www.gulfoilltd.com

GEORGIA

GULF’S DYNAMIC SPONSORSHIP Gulf’s expansion in Georgia continues apace and part of the marketing plan of Sun Petroleum Georgia (Gulf’s official fuel station licensees in the country) is a recent announcement of the brand’s sponsorship of Georgia’s most renowned football club – Dinamo Tbilisi, who last season finished runners up in Georgia’s Umaglesi Liga.

The announcement received extensive media coverage and Gulf’s branding comes as part of promoting a healthy lifestyle.

“Sport and a healthy lifestyle are the main priorities for Gulf in Gerogia,” explained Guram Gogishvili, Vice President of Sun Petroleum. “That’s why we decided to become a sponsor of the most famous Georgian football club, Dinamo Tbilisi. Our company is massively involved in sporting life. In my opinion, business must always support sport as it develops a healthy lifestyle in the country.” ”We have high hopes for this partnership,” enthused Zura Pololikashvili, General Director of FC Dinamo Tbilisi. “Many companies are interested in partnerships with us but when signing contracts we don’t just pay attention to their financial value they have to attract viewers to the stadium. We will use the large chain of Gulf filling stations to achieve this.

For more information contact: oded@gulf-ge.com

GULF LAUNCHES NATIONWIDE IN-STORE CAMPAIGN

GOLF WITH GULF IN CANTERBURY The Canterbury A & P Show is one of the biggest events of the New Zealand South Island’s annual calendar. The 2011 show was the perfect platform for ANZPAC Oils to introduce the Gulf brand to a wider audience.

ANZPAC and CRT Co-operative staff created ‘Golf with Gulf’ and gave visitors the chance to chip a golf ball over water into a tyre on a nearby island. Entry was by gold coin donation in aid of the Westpac Rescue Helicopter Trust.

Five punters managed to chip the ball into the tyre and win 20 litres of Gulf product, in the process helping raise $400 for the charity.

CRT’s district sales manager for Christchurch was delighted with the results. “It was the chance to do something a little bit left field, have a bit of fun and raise finds for the Westpac Rescue Helicopter Trust while promoting the Gulf brand. It was a really great outcome.”

Further details from Brent Esler: brent.esler@crt.co.nz Above: Pitch and putt with a difference at the Canterbury A&P Show

MARKETING

TRINIDAD AND TOBAGO

NEW ZEALAND

As part of its drive to promote the Gulf automotive product line in Trinidad and Tobago, official distributor, Lange Trinidad Ltd. embarked on a twenty week nationwide campaign of in-store promotions at 40 of the top automotive spare parts retailers.

These promotions gave the team an opportunity to meet and interact with end-users and share knowledge of the various products in the Gulf range. Retailers were offered discounts for a one-month period, while on the day of the promotion these discounts were passed on to the end user. Customers also enjoyed Gulf giveaways such as posters, key chains and T-shirts. Gulf bumper stickers were given to those who purchased lubricants, making them eligible for future giveaways if their car is spotted displaying the sticker.

The promotions were set to coincide with the launch of the Gulf Oil [Trinidad and Tobago] Facebook page where individuals can come for information on products and can interact directly with the Gulf team.

With Phase One of the promotions completed for 2011 the team are beginning Phase Two early in 2012 For more details contact Christopher Skinner: cskinner@langetrinidad.com

TURKEY

UKRAINE

GULF’S VISIBLE PROGRESS IN UKRAINE

In developing the Gulf brand in the Ukraine, official distributor, Premium Oils has launched a widespread series of marketing initiatives to raise awareness among customers. The company sees small and medium enterprises as the most promising target for increasing the volume of Gulf sales for cars and commercial vehicles. In the autumn it began to promote synthetic motor and transmission oils for passenger cars.

As well as a series of promotional gifts, Gulf has regularly been advertised in national magazines and newspapers (pictured). Gulf has also been promoted through PR activity on motorsport news, events for customers and product news.

This has also helped to create a strong visible presence for Gulf in this new market.

Further details from Rotislav Matyuhin: r.matyuhin@premium-oils.com

TURKEY’S NEW FUEL STATION WORKWEAR Service station personnel in Turkey all received a new range of winter workwear for the new year. The new design was the result of a great deal of hard work by Kaprol Concepts on behalf of Delta Akaryakit.

They took into account Gulf’s 100+ years in business to shape the design and production of the clothes. Gulf’s self confident and dynamic character shines through in the details of the products.

The new collection has a modern design and comfort was the priority.

Gulf dealers, personnel and customers like the new design and a range of new summer workwear, also designed by Kaprol Concepts, will soon also be used in the Gulf stations.

Further details from Baha Sonmez: bsonmez@gulf.com.tr

PERU

GULF UP FOR THE CUP IN PERU As part of Isopetrol’s marketing activities on positioning the brand in Peru, Gulf has been heavily involved in Football sponsorship. The brand sponsors one of the country’s leading football teams - Club Alianza Lima and also one of the Peru’s football competitions; the ‘Gulf Cup’.

In December, the Alianza Lima team took on Sport Boys in the final of the “Gulf Cup” but unfortunately ended as runners up.

In front of a large crowd Roger Lescano, General Manager of Isopetrol, handed the cup to the captain of Sport Boys, the winners of the match.

The event was also noteworthy for the appearance of possibly the largest Orange Disc logo ever created, a Gulf banner that covered the entire ten-meter circle in the centre of the pitch!

Further information from Roger Lescano: rlescano@isopetrol.com.pe www.gulfoilltd.com

07

your local global brand

HOME

NEW ZEALAND

FOREWORD

ALAIN DUJEAN VISITS NEW ZEALAND

GULF OIL INTERNATIONAL

In October 2011, Gulf Oil Vice President International, Alain Dujean visited one of Gulf’s newest distributors, ANZPAC Oils of New Zealand. ANZPAC managing director, Brent Esler, hosted him in Auckland, a city a little different from London where he resides. With France making the Semi-Final of the Rugby World Cup in New Zealand, Alain was able to watch his home country’s victory before travelling south to visit ANZPAC’s parent company CRT Co-operative at their Christchurch offices.

The offices were decorated innovatively for Alain’s visit, and the decor even included a banner sporting a ‘baguette car’, advertising ‘Le Lunch’, which was the meal CRT staff and Alain shared together. While there, he presented Mr Esler with ANZPAC’s first product invoice (pictured) and in return, he was given a Gulf branded rugby ball.

Alain then made the trip to South Canterbury to witness the revival Waimate 50. CRT Co-operative were hosts at the event in honour of Bruce McLaren who had won the inaugural race in 1959. He also visited a CRT FarmCentre and was able to see the retail side of ANZPAC’s parent company in New Zealand.

MARKETING PEOPLE & PLACES GULF OIL MARINE BUSINESS DEVELOPMENTS COVER FEATURE TECH FEATURE BLENDING PLANTS PARTNER FEATURE GULF GLOBAL MOTORSPORT

The international visit was a special one for ANZPAC, who viewed it as a great opportunity to embrace Gulf Oil International’s ‘your local global brand’ concept. In respect of that, Alain Dujean’s visit demonstrated the value that GOI places on its relationships with distributors, and it was a great chance for ANZPAC to show their commitment to the Gulf brand.

Further details from Brent Esler: brent.esler@crt.co.nz

INDIA

GULF GOES INTO THE RECORD BOOKS In Orange Disc 25 we reported on the “Gulf XHD Wall of Fame”, which featured more than 7000 photographs of individual farmers and their tractors from across seven districts of India’s Maharashtra State.

This amazing initiative was designed to help Gulf salute its agricultural clients and further strengthen its links in the sector.

Gulf Oil Corporation Limited is extremely proud to announce that the 140ft by 10ft exhibit has now been officially recognized as a new national record by the Limca Book of Records and it will feature as such in the June 2012 edition of the book.

The Wall of Fame was the first and, to date, the only exhibit of its kind to recognize the efforts of its consumers and honour them in this way and Orange Disc warmly congratulates GOCL on this fine achievement.

Further details from Bijoy Paul: bpaul@gulfoil.co.in

TURKEY

08

PEOPLE & PLACES

BUSINESS SUCCESS REWARDED

Delta Akaryakit, the official licensee for Gulf fuels and lubricants in Turkey, rewarded lubricant distributors who reached their target with a four day promotional trip in September, to Kiev, where they were able to enjoy the town’s history and culture.

Two months later, Delta staged a similar trip for those Gulf fuel stations who had reached their lubricant sales targets, this time to the Czech capital, Prague. Guests had the opportunity to visit many of the city’s landmarks including Hradchany Castle, the Charles Bridge, St. Vitus’s Cathedral and the Smetana Theatre.

This internal sales incentive has been very successful for the company in motivating its sales force and helping to increase its sales.

For further information contact Baha Sonmez: bsonmez@gulf.com.tr

www.gulfoilltd.com

LUXEMBOURG

SPECIAL INITIATIVES MARK 10 YEARS OF GULF IN LUXEMBOURG

The tenth anniversary of Gulf in Luxembourg saw initiatives launched in celebration.

Firstly, painter Robert Brandy was commissioned to capture the anniversary on canvas. Brandy is held in high esteem by collectors and renowned also for his passion for vintage cars and for owning “Petrolania” – Europe’s foremost collection of petrol cans of all colours and brands – more than 1000 in total. Brandy believes that a petrol can is a small work of art in its own right.

To allow other people to admire and benefit from this work of art, Gulf Luxembourg decided to make a limited run of silk screen prints of the painting, some of which are being sold to support the charity work of the Luxembourg Fort Vauban Lions Club.

The prints can be purchased at a cost of Á1000, but only a few remain…

Gulf also launched a competition to win a Fiat Abarth 500. Like Gulf, Abarth has great motorsport history and the Abarth 500 has a vintage side to it that works well with Gulf.

The promotion created lots of interest – so much so, that the original Gulf Abarth 500 was stolen from outside the Marnach petrol station barely two weeks into the campaign, necessitating the building of a second to complete the task of visiting the country’s remaining petrol stations!

For more information contact Alain Lenertz: alain.lenertz@orly.lu

GULF EXCELS AT BBC TOP GEAR EVENT

To celebrate the 40th anniversary of movie, ‘Le Mans’, starring Steve McQueen, the BBC organised a VIP Gala dinner as part of its ‘Top Gear Live’ event at ExCeL, London, featuring presenters Jeremy Clarkson, James May and Richard Hammond.

The film, which helped to create Gulf’s iconic status, is one of the most realistic racing movies ever produced. McQueen’s character, Michael Delaney, driving the Gulf-Porsche 917 finishes the drama-packed 24 hour race second, with his Gulf team mate the winner.

Gulf UK Retail helped the BBC to secure images and an original Porsche 917 for display at the event. The car starred alongside Chad McQueen, son of the great actor, Le Mans legend Derek Bell, and racer David Piper (above).

Interestingly, Richard Attwood, the actual winner of the 1970 race on which the film was based, was amongst the audience, along with Gulf Retail management and customers.

“When we realised that the event might not have an original Gulf 917 we decided to lend a hand,” explains Keith Jewers, Gulf Retail. “We are most grateful to Porsche and its Stuttgart museum for making this possible. As you would expect, the Gulf name was prominent throughout and the car was one of the jewels of this memorable occasion.”

More details from Keith Jewers: kjewers@gulfoil.co.uk

ARGENTINA

GT1 FINALE IS A HIT WITH GOA AND GUESTS

PEOPLE & PLACES

UNITED KINGDOM

In early November, Gulf Oil Argentina (GOA) sponsored the Aston Martin Racing Young Driver DBR9 at the final round of the FIA GT1 World Championship that took place at the spectacular Potrero de Los Funes circuit in Argentina’s San Luis province.

The event was run in a real party atmosphere and GOA invited its clients in Mendoza, San Juan and San Luis along to the race meeting, where they were given VIP treatment. Guests got the opportunity to spend time with drivers, Alex Muller and Tomas Enge and were given superb pit tours by the team.

Despite the fact that the results went against the Gulf-backed Aston Martin, when a drive-through penalty dropped it out of the race lead and down the field, the event was a great success with everyone who attended.

More information from Daniel Nader: dnader@gulfoil.com.ar

PERU PERU

DISTRIBUTOR CONVENTION

PERU

2011 INDIA

‘MSD’ IS THE NEW FACE OF GULF IN INDIA Gulf Oil Corporation Ltd has appointed Cricket star and current captain of the Indian Cricket Team, Mahendra Singh Dhoni as Ambassador for the Brand. His link with the Gulf brand began with his position of captain for the Chennai Super Kings that won the 2011 IPL T20 Championship.

Dhoni, known as “MSD” is a huge brand in his own right in India and this new coming together of two great brands will help further increase Gulf’s Brand presence in the Indian market. The initial association is for two years and GOCL has already planned numerous future promotional activities.

MSD is perfectly in sync with Gulf’s core values of Care, Courage, Endurance, Inspiration and Youth. He is an inspirational and courageous leader with huge consistency of performance and a passionate belief in teamwork. He is universally recognised and respected across all demographics throughout the country.

MSD’s arrival should give a cut-through appeal to brand communications to trade, OEMs, B2B customers and future prospective customers, thereby further strengthening the Gulf Brand.

More details from Bijoy Paul: bpaul@gulfoil.co.in

In December, Isopetrol, who are the official distributors of Gulf Lubricants for Peru (and as of last year also for Bolivia and Chile), held their Peruvian Gulf distributor convention at the Hotel Los Delfines.

The meeting brought together senior executives from distributors of the brand throughout the country, to review Gulf’s progress in Peru across the year as well as to exchange ideas and outline objectives for 2012.

Further details from Roger Lescano: rlescano@isopetrol.com.pe

UKRAINE

GULF’S

UKRAINE

SERVICE STATION

SHOW DEBUT

As part of its plan for developing the Gulf brand in the Ukraine, Premium Oils, the country’s official Gulf Lubricant distributor, has increased its promotional activities across the board. A key step was Gulf’s debut participation at the Ukraine’s ‘Service Station Expo’, the national trade exhibition for companies supplying products for fuel stations and garages.

Based on the feedback from visitors, customers are already familiar with Gulf oils. The brand is certainly gaining popularity in Ukraine and has already gained a reputation for high quality together with a wide product range.

More details from Rotislav Matyuhin: r.matyuhin@premium-oils.com www.gulfoilltd.com

09

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GULF OIL MARINE

FOREWORD

GULF CHOSEN FOR THE WORLD’S BIGGEST NEW SHIP BUILDS

GULF OIL INTERNATIONAL MARKETING PEOPLE & PLACES GULF OIL MARINE BUSINESS DEVELOPMENTS COVER FEATURE METALWORKING BLENDING PLANTS PARTNER FEATURE GULF GLOBAL MOTORSPORT

Gulf Oil Marine (GOM) is proud to have been selected as the lubricant supplier for the ‘Vale Malaysia’ (above), the largest bulk carrier in the world and one of the largest ships to ever enter commercial service. She will carry iron ore for her owner, Vale Mining, from Brazil to China. At 362 metres in length, she is longer than a Nimitiz class aircraft carrier. The ship has a gross tonnage of 200,000 and is one of the largest ore carrying capacities in history.

The Titanic, by comparison had a gross tonnage of only 46,000.

The Vale Malaysia (pictured) will have taken approximately one year to build at her March delivery, at a cost of over US$115 million. She is not only large, but uses the most advanced propulsion, power generation, and guidance systems ever developed.

13 types of lubricant, totalling 200,000 litres, were required during construction at the Daewoo Shipyard at Geoje, Korea.

After a rigorous review process, including GOM’s sales, marketing and technical teams in Korea and Hong Kong, Gulf was selected to provide them all. GOM will continue to supply the Vale Malaysia after she enters service.

GOM has also recently been chosen for sister ship, the Vale Carajas and six other sister ships to be constructed during 2013. GOM is also negotiating a supply agreement with the Rongsheng shipyard in China, for an additional 12 ships.

Supplying ships during their construction is one of two GOM strategies to grow business and acquire new customers – together with promoting its superior coverage to have existing vessels switch from the competition. Both strategies are needed to cover the lubrication needs of the massive fleets produced by Asian shipyards during the last three years, which accounted for

150 million DWT in 2011 alone, this equates to more than one tenth of the entire global shipping capacity.

Lubricating vessels during construction has become one of GOM’s specialities. Korean and Chinese shipyards account for 62% of the gross tonnage output per year and are a challenge for marine lubricants providers because of local import, tax and logistics regulations and an ever-changing ship build schedule.

A good network and high level of service are not the only requirements to convince a ship-owner to select GOM. Lubricant quality is the key. Most of the equipment is innovative by nature, especially the engines – with the latest models and manufacturers’ technical requirements. Indeed, a new build is so massive for its owner that it often turns into a technical challenge during the tender, which constantly tests the reputation of the supplier.

The benefits of winning a supply agreement for a new construction project are quite substantial. From proving technical excellence, delivering large quantities of products to building strong loyalty with the ship-owners. Each vessel’s first lubrication is a milestone and an opportunity for the lubricant company to maintain that supply globally for the rest of her 30 year life.

With its extensive network of ports, OEM-approved products and superior customer service, it is no surprise for GOM to have been awarded more than 50 new builds over the last four months.

Most of these are crude oil tankers and bulk carriers, built in China and Korea for customers worldwide.

There is no doubt that the Vale Malaysia will further increase Gulf Oil Marine’s reputation in the market and we can expect further success in 2012. Further information from Frederic Jacquot: frederic.jacquot@gulf-marine.com

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GULF OIL MARINE

RETURN OF THE GULF MCLAREN! Gulf Oil Marine was the driving force behind Gulf’s sponsorship of one of the exciting new McLaren MP4-12C in the GT race at the Macau GP meeting.

The car attracted a great deal of interest as the famous association between Gulf and McLaren was rekindled.

The Gulf Oil Marine McLaren was in the very capable hands of British Sports car ace, Danny Watts (right) and secured a spot on the victory podium, coming home a fine third.

For further information of the successful Macau Gulf-McLaren contact GOM’s Frederic Jacquot: frederic.jacquot@gulf-marine.com

www.gulfoilltd.com

MYSTERY SHOPPING IN TURKEY BRAZIL

GULF STRENGTHENS ACTIVITY IN BRAZIL Gulf is once again on a strong growth trail in Brazil. After an original thrust into the Brazilian market between 1936 and 1959, Gulf returned to the country in the last decade, strengthened by a group of optimistic and visionary entrepreneurs (official lubricants distributors Novapar), who were experienced in dealing with lubricant manufacturing and trading in Brazil. After a boost to the brand’s development in 2010, Gulf has been the lubricant company with the biggest growth in Brazil for the two past years.

Through strong and consistent growth in recent years, Brazil is currently the world’s 6th biggest economy – according to the Economist’s Intelligence Unit (EIU) – and Novapar are determined to take advantage of the opportunities that this offers.

Novapar have put a new communication strategy into operation and this includes a new Gulf website (www.gulfbrasil.com.br) and a new product catalogue (pictured). The company has also restructured its commercial department, hiring new professionals who already have established reputations in the market. Recently, Novapar has had a strong presence in the country’s main media covering the professional sector of Brazil’s automotive repair industry. More information from www.gulfbrasil.com.br

Delta Akaryakit, the official licensee for Gulf fuels and lubricants in Turkey, arranged training for 300 sales personnel at 100 stations in the middle three months of last year. Topics included: the Gulf brand; Gulf in Turkey; health & safety; environment rules; Gulf’s lubricant product range; customer relations and customer handling techniques in the fuel stations themselves.

In order to gauge the results of the training and to judge high service quality, Gulf’s agency Gfk carried out mystery shopping visits at the Gulf stations during September. In them, the forecourts, the fuel buying process, security, shops and toilets were all rated.

Gulf’s Sungurlu dealer, Ozev Un (left, with his team) scored highest with a 96.6% rating. Gulf organised an award ceremony at the station itself.

The station received a cold & hot water car wash and every sales person was given gold coins.

Sungurlu’s Mayor, the dealer, Gulf managers and customers all attended the ceremony.

Gulf personnel all agreed that training and mystery shopping had helped increase service quality in the station and the awards have been great motivation for further improvements before the next mystery shops.

For more details contact Baha Sonmez: bsonmez@gulf.com.tr

BUSINESS DEVELOPMENTS

TURKEY

CANADA

LAR CHOOSES GULF TEKLUB – Gulf’s Official Lubricants distributor in Canada – has recently signed an important business agreement with one of the country’s leading car dealership associations.

LAR is an association of 1300 dealerships across Canada that gives members the benefits of being able to purchase in bulk. LAR also simplifies and rationalizes the purchasing process to minimise the number of suppliers for all of the various commodities and services a car dealership may need.

For several years Teklub has supplied numerous car dealerships with synthetic top tier products such as Gulf Formula and Ultrasynth X series and it was logical that LAR and Teklub could both benefit from working together – for both bulk and small pack lubricants.

Teklub currently has approximately 100 dealerships within its customer portfolio, but

with this new agreement it will now be able to talk to 1300 car dealership owners/managers.

It will be hard work because the sales force will need to make contact with each and every one of the members but the company has high expectations that this new opportunity will offer some excellent growth for the business at car dealership level. More information can be obtained from: www.gulfoil.ca or by contacting Teklub’s Sylvie Gaudet: sgaudet@teklub.ca

PERU

GULF’S PREMIUM LINE LAUNCHED IN PERU November saw the launch of Gulf in Peru’s new “Premium Line” of products. The first launch event took place at the Restaurant La Hacienda de Monterrico in Lima and was carried out by executives from Isopetrol, the official distributors of Gulf lubricants in Peru, in conjunction with the Petrolea company who are local distributors of the Gulf brand in the automotive sector in Lima, the country’s capital. Gulf Oil International’s (GOI) Richard Pinchin was also present and gave a short speech about GOI’s support for Isopetrol and its successes in Latin America.

Similar launch functions were then carried out in the weeks following in Huancayo and La Merced in conjunction with the Takagi Motors Group, who are distributors in Peru’s Central zone.

The events were well attended and were conducted with a good degree of pizzazz added to by the presence of Fernando Ferrand a driver of the locally Gulf sponsored entrant at this year’s Dakar race (detailed later in the issue). More info from Roger Lescano: rlescano@isopetrol.com.pe

PARAGUAY

PROVEAUTO SA TO TAKE GULF FORWARD IN PARAGUAY Since 2005, when Electro Diesel SA became the sub-distributors and importers through Gulf Oil Panama for Gulf products in Paraguay, the brand has constantly gained ground in the country. It has now reached the point of once again being recognised in consumers’ minds as one of Paraguay’s premium brands.

Electro Diesel’s experience in the import and distribution of electric, refrigeration and suspension parts, as well as in lubricants

(gained over four decades), has allowed the company to develop successful channels for distribution to clients at wholesale and retail levels.

So as to focus even more heavily on a growth in distribution of Gulf products, Electro Diesel has now made a specific subsidiary ‘PROVEAUTO SA’ responsible for distributing Gulf. Through its network of national distribution to wholesale customers, Proveauto is now tasked with increasing Gulf’s presence in Paraguay.

The Agricultural, Automotive, Transport and Industrial sectors are now prime users of Gulf products. Also thanks to the strong support of top line motorsport personalities, Gulf has been able to sponsor race and rally winning cars throughout the country, which in turn has further strengthened the brand’s presence, so the future is looking bright for Gulf in Paraguay.

Further information from Orlando de Vicente: odevicente@gulfoilpanama.net www.gulfoilltd.com

11

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GULF’S GROWTH

FOREWORD GULF OIL INTERNATIONAL

& DEVELOPMENT CONTINUES

MARKETING PEOPLE & PLACES GULF OIL MARINE BUSINESS DEVELOPMENTS

Since Orange Disc last looked at Gulf’s retail offer, the whole of the global economy has undergone a major downturn, which needs little detailing here with a resultant general decline in retailing.

However, once again, Gulf retail licensees seem to be bucking the general trend of the majors as the Gulf brand continues to gather strength as a fuel retailing force.

We will look at the various countries in which Gulf Oil International has fuel retail licensees, as each market is different in nature and each operating company has an individual story, but we will also round up the factors that continue to make Gulf an attractive proposition. Currently there are Gulf fuel retail networks in 12 countries, with ongoing discussion for more networks in progress.

COVER FEATURE METALWORKING BLENDING PLANTS PARTNER FEATURE GULF GLOBAL MOTORSPORT

BELGIUM Demarol BV continues its expansion programme across the county with new stations opening every couple of months.

The 63rd Fuel station opened at the end of 2011 and five new stations will open by the summer: Hasselt, Beerzel, Ham, Herenthout and Flenu. Demerol’s Sven Van den Branden expects the total to be more than 70 by the end of the year and this could rise dramatically if the potential take-over of a further network of stations comes to fruition.

The global economic crisis and rising price of oil has impacted on their business in that the pump price is now becoming the most important marketing factor in selling fuel in Belgium.

The majors are increasingly less and less interested in the Belgian market, yet despite that it would still seem to be the case that the smaller players are still takeover targets by other majors.

“We expect that there will be a clean up of the sector and small service stations will be taken over. Increasingly you need a critical mass of approaching 100 service stations in order to be competitive in the market and realize economies of scale,” comments Sven.

“However, in 2010 the volumes of Demarol Belgium grew by 18,3% and in 2011 by 24.2%. For 2012 we expect a high level of growth. We are now present in all Belgium’s provinces, which will allow us to work more effectively with the Belgian Gulf fuel card.

“We know from experience that once we plant one Gulf flag in an area, very soon further new recruits to Gulf are likely to arrive.

We have increasingly better, more beautiful service stations, which means that we can easily compete with the majors. Although the competition is tough, we are optimistic and believe the crisis will actually help us to grow faster!”

12

COVER FEATURE

LUXEMBOURG In the mid-1980’s Gulf was one of the country’s leading service stations brands and this position seems to be in sight again thanks very much to the local/global proposition that the Gulf brand offers.

In 2001, two groups of local experienced oil sector entrepreneurs, the Reiff brothers & Joseph Meyer together with Claude Baer & associates, joined forces. In 2001, the group obtained the Gulf license in Luxembourg and it now covers all the oil distribution channels in the Grand Duchy, accounting for 150 jobs in Luxembourg.

To date, the country has witnessed the opening of 11 Gulf petrol stations and 2012 will see an extra site added.

In addition, Gulf has a network of five heating and motor fuel re-sellers who carry out more than 20,000 deliveries a year throughout the entire country. The group also runs its own logistics, with a storage warehouse and twelve trucks to distribute heating fuel, provide for its petrol stations and deliver fuel to small and medium-sized businesses in Luxembourg.

The group also markets lubricants throughout Luxembourg with a moving stock of 100,000 litres. In addition it delivers and installs pumping equipment, stores and delivers mechanical fluids and provides “turnkey” garage workshops outfitting.

Under the name Diesel Card Luxembourg (DCL), the Group also markets its own fuel card, which professional clients – local bodies, industrial clients and small and medium-sized businesses – can use across the entire Gulf network in the Grand Duchy and in Belgium. On average, some 20,000 accounts are settled by this payment method every year.

The overall situation in Finland for fuel retailing makes it one of the toughest places in Europe to succeed as an emerging brand.

Four “major” companies with their own fuel stations – which includes a former national fuel brand - are fighting for greater market share, making it very challenging for dealer operated fuel stations to make a profit.

The prevailing economic climate in Europe has also affected fuel station owners’ views on making the necessary investments in future business.

In addition Finland has a high number of fuel stations compared to the number of vehicles.

That said, US Parts Finn AM Oy, who operate as both Finland’s Gulf lubricant and fuel licensees, have increased the number of Gulf fuel stations in Finland. The company currently has 11 Gulf branded fuel stations – of which two are for Marine Fuel.

At the same time US Parts continue to develop tools to make Gulf more attractive and to differentiate it from its competitors.

At the heart of the Gulf retail offer in Finland is service. Gulf stations cater for the needs of both customers and their cars. Therefore the Gulf station is often a key community focal point. Many have cafeterias or even restaurants, their shops are well stocked with groceries and many also have service and repair workshops attached to them to offer added value.

The Gulf brand continues to be an appealing retail proposition, despite all of the prevailing factors and US Parts continue to actively look for suitable sites so as to further expand the Gulf network.

GERMANY Gulf’s service station network continues to grow in Germany with the opening of its latest station in Strehla. Licensee Oil Trading Deutschland (OTD) has been very busy in the market and has increased the number of Gulf stations to 61.

Expansion is ongoing, with two stations imminently opening, one in Prosen and an automatic station at Schneeberg Nord.

OTD continue to promote the Gulf retail presence to trade and consumers alike and recent developments include a link with global fast food chain Subway. Several Gulf fuel stations now have a Subway restaurant on site and in addition customers in Treuen can also visit the Gulf motorsport themed “Race In” restaurant.

OTD operates a Gulf card scheme for both Fuel and Services at its stations throughout Germany.

Green motoring continues to be an important issue in Germany and Gulf stations throughout the country now offer E85 - a mixture of 85% Bioethanol and 15% Eurosuper petrol.

E85 provides eco-conscious drivers, with a green and cost effective fuel solution.

The German Gulf website, www.gulf.de, offers a wide range of services including a very active shopping section – created in conjunction with Gulf clothing licensee, Dakota, for those who want Gulf-branded products.

COVER FEATURE

FINLAND

NETHERLANDS

The Netherlands is one of the oldest established Gulf Fuel networks in the world and is nowadays operated by Demarol Retail Nederland B.V, a sister company of Gulf Oil Netherlands.

The current network comprises 119 stations, with most located on provincial roads or in towns around the Netherlands, but ten of which are on the country’s major motorways.

An increase in fuel duty came into effect at the beginning of 2012 and this, in addition to the general economic situation in Europe, is likely to impact further on fuel sales. It is however, too early to gauge the effect this will have overall – and the company has always been quick to move in for ailing but potentially strong sites and turn them around under the Gulf banner.

There has been a consolidation of the network over the last three years but the company is always looking for well-located sites with which to strengthen and expand Gulf’s retail presence

IRELAND National Oil Brands Ltd have been operating Gulf’s retail network for a little over three years now. Ireland currently has 9 Gulf fuel stations, the most recent of which is in Dungarven, Waterford.

“Branded and unbranded stations are now coming to Gulf,” explains National Oil Brand’s Dermot Fallon. “The brand ethos seems to suit people as the independence it offers means they can source the best from a choice of suppliers.”

Ireland’s economic woes are well documented and the knock-on effect is that credit is a major issue with investment capital for new sites being hard to source. “People are shopping around for everything - petrol sites included” continues Dermot Fallon, “and although some sites are proving difficult to find a purchaser for, the more strategic sites are still going well and are valuable.”

Ireland’s credit problem also means that retail outlets of all types are only accepting cash from customers.

Laundered fuel is another serious issue. Agricultural Diesel (coloured green) incurs less duty and tax evaders are removing the green dye to resell it as “white” road diesel often through makeshift fuel sites or old stations which are “re-opened” by the “operators”.

The illegal fuel has its origins in counties in the border region with Northern Ireland, but has spread south. Irish customs are now tackling the problem but it is reckoned that as much as 20% of current road diesel sales in Ireland are laundered diesel.

The “majors” seem to be directly disappearing from Ireland but often leaving the brand, licensed nationally by Irish companies. Only one of the majors is really making a push for new business in Ireland.

The Gulf brand image, however, has been well received and the independence offered by Gulf is attractive, so despite the current economic climate, National Oil Brands continues to look to expand Ireland’s Gulf retail network.

www.gulfoilltd.com

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JORDAN

FOREWORD GULF OIL INTERNATIONAL MARKETING PEOPLE & PLACES GULF OIL MARINE BUSINESS DEVELOPMENTS COVER FEATURE METALWORKING

In accordance with its 2011 Energy Master Plan to introduce modern management methods, competition and much needed investment into the sector, the Government of Jordan (GoJ) has undertaken an initiative to restructure the country’s downstream petroleum products sector.

For 50 years the Jordan Petroleum Refining Company (JPRC) enjoyed a monopoly on crude import, refining, storage, transportation and wholesale of petroleum products.

JPRC’s primary activities include transporting and distributing petroleum products throughout Jordan, as well as maintaining fuel stations, marketing lube oils and refining. Its refinery at Zarqa has a capacity of 100,000 barrels per day.

As a result of restructuring, four Oil Marketing Companies will be awarded licenses to distribute fuel across the country.

Al Muhit for Mineral Oil Trading Co. who represents Gulf in Jordan is expected to get one of these licenses, as the company has secured around 100,000 Metric tons of fuel sales through its 13 filling stations located in various parts of the country.

Unlike most of its neighbours, Jordan has no significant oil resources of its own and is heavily dependent on oil imports to fulfil its domestic energy needs. Diesel represents the largest share of the market, as it is used by industries and for heating, as well as freight transportation. Gasoline for the automobile sector is the second largest market segment by volume.

Through Al Muhit, Gulf is now looking to expand its fuel station network by a further two stations by the end of 2012 to 15 in total.

Unlike others, Al Muhit has adopted a policy of recruiting Jordanian pump attendants instead of foreigners. This will allow Gulf to meet Jordanian consumer expectations in terms of culture and hospitality, as well as providing excellent service levels.

BLENDING PLANTS PARTNER FEATURE GULF GLOBAL MOTORSPORT

TURKEY New regulations from the Competition Board, issued at the end of 2010, have caused radical changes in the Turkish Fuel Market over the last year.

The Board ruled that Usufruct Agreements between distributors and dealers with a term exceeding five years were anti-competitive and no longer lawful. This regulation resulted overnight in the investment-based Turkish Market becoming a price-orientated market. 2011 therefore became a transition year for the whole industry.

Despite this, Delta Akayakit, Gulf’s Turkish Fuel Licensee still managed to sign eight new contracts in 2011, bringing the Gulf network to 112. In 2012 Delta expects to do better, with 15 new stations being targeted.

Delta’s Baha Sonmez explains the pull of Gulf’s retailing offer in Turkey. “The Gulf retail network offers high technical standards - both in construction and equipment employed, all of which meet the current standards required. Gulf brings with it high visual standards for service stations, and a raft of training and marketing initiatives. It’s an attractive package.”

Delta is planning to launch a new loyalty programme to retain customers and it is also looking at tying the Gulf brand into Bank credit card campaigns.

Delta continues to work hard on increasing brand awareness.

“We use relevant press extensively and our latest initiatives are mobile units,” continues Baha Sonmez. “A standard van has been transformed into a mobile promotional unit as part of a campaign to showcase Gulf’s expertise in the fuels and lubricants industry. Another has been transformed into a training unit. All of the Gulf pump attendants have been trained using this facility. An independent company then assesses them and successful pump attendants are presented with certificates and awards. It’s good for morale and also helps promote better business.”

UNITED KINGDOM

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COVER FEATURE

SLOVAKIA/CZECH REPUBLIC It has been less than three years since Oil Trading Corporation (OTC), Gulf’s official Fuel licensee for both the Czech Republic and Slovakia, opened their first Gulf Station in the Slovakia.

OTC now operates 18 fuel stations – 11 in Slovakia and 7 in the Czech Republic and is looking to almost double this number of stations by year’s end, targeting seven new stations in each country.

The Slovakian fuel market currently has just over 700 fuel stations with the Czech Republic at approximately 3000, so the market is quite big. Ladislav Lopatka of OTC reports that the overall volume of fuel sales across both markets is decreasing and that competition is aggressive. A local brand has the dominant market position, but there are also significant presences from many of the other majors.

OTC is working hard to promote the Gulf brand. Awareness of the Gulf brand in the country is good among people over 30, but below that it is extremely limited. The company is currently in the process of implementing an electronic loyalty system and this will boost the brand at retail in both the Czech Republic and Slovakia, as the network steadily continues to expand.

The size of Gulf’s UK network has almost doubled in the last three years and in 2011 Gulf was once again the UK’s fastest expanding forecourt brand, with 94 sites joining the network.

This is set against a national picture of shrinking numbers of fuel retailers.

Under the stewardship of GB Oils, Gulf’s impressive growth is set to accelerate further following the company’s recent acquisition of several other branded dealer networks.

“These acquisitions, and an ongoing commitment to serve dealers of all types and sizes throughout the UK, could see the Gulf network increase from 320 to over 500 sites by the end of the year,” explains Ramsay MacDonald, Retail Director, GB Oils.

GB Oils is also strengthening the Gulf retail proposition in 2012 by increasing marketing activity and improving its dealer support package, which is already one of the most competitive in the UK industry. GB Oils expects that most of its competitors will continue to consolidate or downscale their dealer activities.

“It’s an exciting time to be part of the Gulf family,” continues Ramsay McDonald. “Nevertheless, 2012 will be challenging for all UK petrol retailers with forecourt volumes suffering from the economic downturn and banks seemingly averse to lending within our sector. The pressure is on all operators to explore new revenue streams whilst further developing the existing ones.

Maximising shop revenues and margins will remain a priority.”

COVER FEATURE

SPECIAL CASE STUDY: GEORGIA

Clockwise from above: Georgian Fuel Station.

Launch promotion caused huge traffic jams. Central control room. Alain Dujean meets Sun Group Chairman –and former Georgian Defence Minister -David Kezerashvili

Sun Petroleum Georgia LLC, the Gulf service station licensee for the Republic of Georgia, continues its ambitious expansion in the country’s Fuel Market.

The company currently operates 60 Gulf branded stations and, by the end of 2012, plans for this number to double and to have reached or even exceeded 120.

It was barely a year ago that Sun Petroleum Georgia LLC entered the Georgian Fuel Market. It came into a sector that was already extremely competitive, with many major companies already well established.

Despite this competition Sun managed within a small period of time to create a prominent Gulf image among customers, to become Georgia’s third biggest player and with the completion of re-branding later this year Sun and Gulf looks set to lead the pack.

Georgia’s strategic location, gave Sun the opportunity to locate Gulf stations on Georgia’s main highway from Turkey and the Black Sea Ports, which ultimately follows the Silk Road and leads on to Azerbaijan, Armenia and Central Asia and goes through every one of the country’s major cities en route.

Fuel margins in Georgia are very good and

the country is developing rapidly, emerging as an economic force in the region with a history of strong GDP growth in recent years emanating in part from the importance and returns of the strategic oil corridor which transits Georgia from the oil rich Caspian Sea basin to the Black Sea. Sun operates five regional fuel depots as well as a separate large and strategic oil storage terminal located at Poti on the Black Sea. A central control room links their operations and is able to monitor stock levels and fuel throughput as well as visually oversee all of its sites’ activities.

Sun is prominent and has a philosophy of providing social donations and charity to the needy whilst backing and supporting worthwhile programmes for the poor. Staff recently visited one of Georgia’s many orphanages and provided much needed teaching aids and will continue as a routine to tour orphanages doing this important work.

This responsible social attitude characterises the company’s culture and its general business strategy towards those less fortunate.

In keeping with Gulf’s long motor racing tradition, the company has become the sponsor of what is now called the Gulf Racing Team, which will participate in two classes of Georgia’s top national motorsport championship. The Gulf brand in Georgia has also recently become the sponsor of Georgia’s most famous football team – the renowned “Dinamo Tbilisi.”

Gulf’s Vice President International, Alain Dujean recently visited Georgia and was extremely impressed with what he saw. “In an incredibly short period of time Sun has built a truly superb base for Gulf in the country, with an amazing infrastructure. I spent time visiting sites with the operations team and Gulf is really prominent in the country. Everyone is very proud of what they have already achieved with Gulf and this seems to be absolutely justified.”

SUMMARY

STOP PRESS: COLOMBIA

Gulf Oil International’s Business Development Manager, Paul Stannard outlines the attraction of the Gulf Retail Fuel offer: “Gulf Oil International has been very successful over the past 10 years in attracting official lubricant distributors throughout the world.

Now the challenge is to rapidly expand the presence of the Gulf branded service station networks, beyond the constantly expanding networks described in this article.

It is well worth visiting www.gulfoilltd.com to view the Gulf networks presently in place.

Service stations are the interface for oil companies with the general public and are therefore extremely important for the recognition and advertising of the brand. Because the Gulf brand is now re-entering or entering new markets, the stations being established are modern, clean and offer customers an alternative to their usual fuel retailers.

The Gulf service station proposition also offers operators valuable alternative income streams via onsite shops, service centres and through the sale of Gulf lubricants and Gulf MultiAuto car care products.

The Gulf franchising opportunity for service stations is a great opportunity for fuel retail businesses to take on a truly global brand under a long term agreement. Whether it is to revamp existing sites, re-brand ‘white flag’ sites or take advantage where the ‘majors’ are either pulling out of markets or decreasing their presence the proposition, the Gulf brand is the ideal fit for a constantly evolving industry.”

As Orange Disc closed, Gulf’s Colombian distributor Prolub SA, declared its intent for Colombia to be the first country in Latin America with Gulf Service Stations.

According to the manager of fuel in Colombia, Ricardo Perez, “To better serve our customer and offer a complete package of service, we’ve identified the urgent need to incorporate fuels into our product portfolio.

Soon our compatriots will see in cities and at main roads, the great image of Gulf Service stations, where we will unfailingly deliver excellent service, excellent fuel and a warm, friendly and respectful atmosphere.

Our business plan includes our own service stations and affiliates, with 50 or more stations operating at the end of 2012.”

Orange Disc will report on this further in future issues outlining the development of this new licensee.

For more information on the Gulf Oil International service station offer please contact Paul Stannard: ps@gulfoilltd.com

www.gulfoilltd.com

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TECHNICAL FEATURE: GULF METALWORKING FLUIDS

GULF GLOBAL MOTORSPORT

It’s been an exciting and successful year for the new and improved Gulf Metalworking Fluids range.

Gulf Cascade metalworking fluids of years gone by were revered by professionals in the market place because they represented everything that the customer wanted; superb surface finish, high performance and reliability. Today’s Gulf metalworking fluid range provides exactly that along with modern technology and safer, environmentally responsible constituents.

July 2011 heralded the announcement that all Gulf soluble coolants would again carry the Cascade name, re-emphasising Gulf’s traditional values. The combination of an historical name of quality and the latest market innovations has proved a popular move with both distributors and customers.

Gulf is set for further growth in metalworking fluids, with new sales to affiliates, distributors, re-sellers and end users through a combination of ultra-high quality products, competitive prices and excellent technical and product support.

Gulf Lubricants UK and Gulf Oil International have been working in partnership to develop a strong Gulf metalworking fluid range, and several years of hard work and research have culminated in a range of high quality products, that have been tried and tested across the globe.

In recent laboratory trials, Gulf metalworking fluids generated outstanding results in Reichert Wear Tests and Cnomo Foam Tests against leading major competitors. This continues the success achieved by Gulf soluble coolants over the last few years – exceeding the competition’s performance in field trials and production performance across the world.

Gulf metalworking fluids benefit from excellent technical support. With a team of reliable and dedicated technical experts, product training and guidance for customers is available, as well as a full range of testing and monitoring services.

There is also an extensive range of support material available, including: Q New Gulf Metalworking Fluid brochure Q Introduction to Metalworking Fluids Presentation Q Metalworking Fluid Care Presentation Q Condition Monitoring Forms & Schedules Q Equipment – Refractometers, test kits etc.

Q Technical Data Sheets and Material Safety Data Sheets Q Customer Testimonials and Case Studies The core range provides a comprehensive selection of high quality products, suitable for every type of material under a wide variety of operating conditions. However, the range is not limited to these core products.

Whereas most competitors offer only a limited range of established products, Gulf is constantly developing new products to meet specialist or unusual applications, or to match a competitor’s product if it cannot be covered by something already within the existing range.

The re-launch of the Gulf Metalworking range represents huge potential for all Gulf distributors to further enhance the status of the Gulf brand and to maximise sales and profitability. The range also offers a fantastic opportunity to widen the Gulf customer base and move into highly profitable industrial markets.

www.gulfoilltd.com

GULF METALWORKING AROUND THE WORLD Gulf Lubricants UK’s extensive experience in metalworking fluid products has led it to work across many different types of products and industries. The examples here illustrate the variety in the market for metalworking fluids and why it offers such huge potential for Gulf distributors around the world

CASE STUDY: TAIWAN Gulf Metalworking Fluids go from strength to strength With hot and humid weather conditions, varying water quality and frequently arduous operating conditions, Gulf soluble metalworking coolants have outperformed competitor products from major name producers in Taiwan.

Rayted Enterprises supplies and exports to a wide range of endusers, from vehicle component manufacturers to factories producing golf clubs. Many of these companies have state-of-the-art machine tools operating at high speeds and high pressures 24 hours per day, but some are using older equipment where oil contamination is a regular problem.

Where other products have failed, soluble coolants such as Gulf Cascade EP-XLL, HD-S, GB-ASB, GP-HS and EP-SAX have succeeded in controlling bacteria and reducing foaming whilst also providing excellent surface finish. Longer sump life has also resulted in less downtime and this, combined with enhanced tool life, has resulted in major customer cost savings.

As well as end users, Rayted also supplies many re-sellers and sub-distributors. 2011 looks to have been a record year for sales, with Gulf soluble coolants reaching 200,000 litres, not including the additional sales of Gulf neat metalworking fluids. In the highly competitive Taiwan market, Rayted Enterprises’ achievement is a great example of the potential of Gulf Metalworking Fluids range for all Gulf distributors!

SWEDEN, DENMARK AND TURKEY Hansen Racing, Sweden, DCC Denmark, and Delta Akaryakit in Turkey are further examples of Gulf affiliates who have established growing metalworking fluid businesses from a standing start.

Technical support is at the core of Gulf’s service to distributors and responses to distributors technical or product queries are swift. Taking Sweden as an example, the volume of enquiries coming from one of Hansen Racing’s distributor customers became so large due to their enthusiasm for Gulf metalworking fluids that Gulf UK agreed to deal with the customer’s technical questions directly. This arrangement has worked out extremely well and has enabled response times to be further shortened.

For example, this great success story from Hansen Racing and its distributor, Gävle-Dala Industriprodukter,

UNITED KINGDOM

ThyssenKrupp

Gulf Lubricants UK also continues to see impressive growth in metalworking fluids sales to distributors, re-sellers and end users.

Companies within the GB Oils group are increasingly finding that Gulf can provide better products and faster service compared to customers’ traditional branded metalworking fluid suppliers. With substantial experience in metalworking fluid products, Gulf Lubricants UK is involved with many different types of products and industries.

South Wales based ThyssenKrupp uses Gulf S-Draw 15/3 to form large steel and aluminium panels for Bentley Cars and Land Rover. This specially formulated product, based on synthetic esters, is designed to provide superb lubrication and excellent wetting distribution across large surfaces, whilst providing enhanced operator health & safety and low environmental impact.

Gardner Aerospace

Gardner Aerospace is one of Europe’s largest manufacturers of commercial aircraft components and uses very high quality aerospace grade aluminium alloys and titanium. Gulf recently replaced the previous major brand suppliers at one of Gardner’s largest UK factories. Trials with Gulf Cascade HD-AX produced significant improvements in tool and coolant life, in addition to solving machine operator and health & safety issues.

Panasonic

One of Japan’s largest companies, Panasonic uses Gulf Vanishing Oils to help form the steel panels used in the production of microwave ovens. After evaluating other branded products, Gulf Vanishing Oil CN1 was found to provide the best combination of fast drying time and low odour.

SAS International

SAS International manufactures steel ceiling panels used extensively in international airport terminal buildings all over the world. These panels are made from large rolls of steel, pre-cut to size before hundreds of holes are punched into it using a large multi-punch press tool. These press tools are very expensive and long tool life is therefore an important consideration. It is also vital that the tools pierce the steel cleanly and that no residue of metal remains at the tip, to avoid damage and consequent rejection of the panel. Gulf S-Draw XP has been developed specifically for this process and has outperformed all competitor products by providing excellent tool life and a clean, swarf free process. This has resulted in substantial savings for the customer by both extending tool life and reducing reject rates.

relates to a customer whose processes involve grinding engine tops and blocks. The customer’s emulsion tank is placed directly on the floor and the workshop has direct floor heating, so that the floor is always +24 oc.

This created problems and it was just a matter of weeks before the emulsion was covered with a slimy carpet.

Through the use of Gulf Cascade EP-XLL for two months, the emulsion was reported as being as good as new, with excellent grinding results. The customer is very satisfied with this positive outcome!

It has been encouraging to see the way that the Gulf Metalworking Fluid business has developed in Sweden, Denmark and Turkey, and congratulations to Magnus, Eric and Sedef and their colleagues on their outstanding achievements.

TECHNICAL FEATURE: GULF METALWORKING FLUIDS

METALWORKING FLUID RANGE!

Long & Marshall

Long and Marshall is a highly successful aircraft component manufacturer. The company is located in a very hard water area, leading to a build up of hard water salts in machine sumps over time in the form of a creamy residue. This can also cause staining of the aerospace aluminium and steel component that they manufacture. Following investigation, the use of Gulf Cascade HD-AH was recommended. Since moving to the product, all hard water residues and staining have disappeared. Sump life has also increased, leading to a reduction in down-time and coolant expenditure.

For further details of the exciting opportunities offered by Gulf Metalworking Fluids, contact Gulf Lubricant UK Sales Manager, Philip Williams: philip.williams@gulflubricants.co.uk

www.gulfoilltd.com

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FOR

MARKETING PEOPLE & PLACES GULF OIL MARINE BUSINESS DEVELOPMENTS COVER FEATURE METALWORING BLENDING PLANTS PARTNER FEATURE GULF GLOBAL MOTORSPORT

Orange Disc examines Gulf’s expanding global Blending Plant network and briefly profiles the latest facilities

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BLENDING PLANTS

The continuing global economic issues have affected every continent and virtually every country within them. However the Gulf Brand, and Gulf businesses worldwide, almost without exception, are weathering the storm and in many cases thriving.

With new companies still signing up to become distributors of Gulf lubricants all the time the brand continues to grow.

In order to service the increasing product requirements of the growing number of Gulf affiliates worldwide, there is a corresponding need for both expanded blending capacity and also for blending plants in strategic geographical locations.

Inevitably this means that Gulf’s global network of blending plants has also had to expand. Despite the difficulties of generating investment funding in these dark economic days, a series of bold investments have been made by Gulf’s businesses and its licensees to fund the necessary plants and ensure the availability of products, for now and into the future when the economy begins to thrive again.

Development of Gulf’s global blending plants has been significant since Orange Disc last reviewed the network in 2009.

Three new plants have already come into service: two in South America – Peru and Colombia – and one in the Middle East – Saudi Arabia. However, even as this edition of Orange Disc goes to press, a fourth plant is expected to be operational – in the UAE – followed shortly after by a fifth in April, in Argentina.

Here we briefly profile the new additions: COLOMBIA With the growth of the Colombian economy, increased sales and market share, Prolub SA took the decision to relocate and expand its lubricant production plant to the city of Ibague, Tolima.

It developed the project following all the guidelines and requirements of national and international standards, and used five years’ worth of experience gained in its previous plant to construct its new facility, which opened in November 2011.

Construction on the 20,720m² site was rapid, having started less than a year earlier. The new plant has 1,460m² dedicated to storage tanks and 4,490m² for storage and processing. www.gulfoilltd.com

The storage tanks, office areas, internal roads of the plant and Isotanks areas are now fully completed, as is the warehouse and duct construction for the different processes taking place in this state of-the-art of lubricants facility.

The building conforms to the highest standards of NSR 10 rules, RETIE, API and ASME, as well as meeting quality control demands at every stage of the process. In its final state it will include the latest technology for control and monitoring blending and filling as well as a top level laboratory.

Prolub S.A president Diego Valdivieso was in charge of this huge project and he chose the location for three fundamental reasons. Firstly the favourable ambient temperature, secondly

THE FUTURE

because of a 10 year tax exemption and finally because it is located in a geographical area equidistant from all other major cities in Colombia that has become the country’s logistics centre.

With the latest production technology and new storage tanks, the new plant is one of the most efficient and productive plants that exists in Colombia. The facility can store up to 170kl (kilolitres), while the production area will see an incredible increase from the previous 75-100kl to a monthly average of 225-250kl a month.

The Gulf licensee in Colombia is justifiably proud of this new facility, which it sees as marking its intent to further grow its share of the Colombian lubricant market in the coming years.

PERU The latest blending facilities in Peru see Gulf using two neighbouring plants, each of them with an approximate area of 10,000m².

Both plants are placed within a kilometre of the base oils discharge pier in the port of Callao. The purchase of this facility has made it possible for Isopetrol Lubricantes del Peru S.A.C., Gulf’s Peruvian lubricants distributors to take advantage of direct discharge from the vessel into shore tanks. Previously, they had to unload and move product from the pier to the facilities by trucks.

Above and left: Colombian Blending plant Left lower: Filling line in Peruvian plant Below Left: Process monitoring in Colombia.

Below Right: Drum handling in Peru Right Upper: OCME 4 litre filling line in Saudi Arabia Right Lower: Grease manufacturing in Saudi Arabia

BLENDING PLANTS

INVESTING

The plant allows not only the blending and packing of oil and grease lubricants, but also the manufacture of a substantially increased variety of products.

There are currently five oil blending tanks with two more due to be installed in the next few months. The total capacity of these blending tanks is 44kl but this will increase to 72kl with the addition of the further two tanks.

The plant’s present blending capacity, in terms of kilolitres per year per shift is 14,000kl/year/shift but this should be increased to about 18,000kl/year/shift, once the two remaining blending tanks are installed.

The various filling lines can supply 8,000kl per year in 1 quart packs, 7,500kl in 1 gallon packs, 24,000kl in 5 gallon packs and 52,000kl in 55 gallon containers.

For grease manufacturing, there is currently one grease kettle with two from the old plant to be installed in the next few months. All of this will give a total capacity of 15kl.

The plant’s 19 holding tanks for finished products offer a total capacity of 250kl. 31 base oils tanks across both plants gives Isopetrol a total capacity of 13,000kl. Compared to local competitors, this gives Gulf the largest number and of base oil tanks and the greatest capacity.

A new nine level warehouse, which will increase storage capacity to 3,860 pallet positions, is under construction and should be operating later this year.

The plant is also able to carry out third party blending for local customers. It currently services local brands for blending and packaging lubricants, greases and a local service station, amongst others.

SAUDI ARABIA Three years after the announcement of the project, Gulf’s new plant, under the auspices of Petromin, went on stream in late November.

Petromin is part of Advanced Petroleum Services Limited, the joint venture between the Saudi Arabian based Dabbagh Group and Gulf Oil International.

The new facility can produce oils and greases for all market sectors including industrial and automotive, which historically has a 60% industrial, 40% automotive split.

It has a throughput capacity of 330,000kl per year and is located in an area totalling 55,000m² in the Saudi Aramco Industrial Zone in Jeddah.

The Á21 million facility is truly state-of-the-art, featuring, as it does, a fully automated Simultaneous Metered Blending System from ABB Cellier, which has a capacity of 80kl per hour and a grease plant with an annual capacity of 22kl. A current portfolio of 250 products is being made but this is expected to expand over time.

The facility features two fully automated high-speed filling lines for 1 litre and 4/5 litre lubricants packs, with in-line labelling. In addition, the plant offers a high speed drum filling line, which can simultaneously fill four drums at a time.

There are two high capacity grease manufacturing operations within the new plant and this works in tandem with downstream filling facilities for drums and small packs of all types.

The opening of the new plant now means that all production is integrated into one facility, as opposed to being spread out over three different locations, as was previously the case. www.gulfoilltd.com

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BLENDING PLANTS

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Clockwise from above: Artist’s impression of new UAE plant. Laboratory in UAE. New warehouse in Argentina. Storage tanks in Argentina

UNITED ARAB EMIRATES Gull Oil Middle East (GOMEL)’s blending plant is located in the Jebel Ali Free Zone, inside the Jebel Ali Port and occupies an excellent position for trade, being just 100 metres from the sea.

Unsurprisingly, the facility has a pipeline connected to the port to aid quick import and export. In 2012 a major upgrade and expansion will be completed.

It is located on an area of 25,000m², of which the warehouse accounts for some 5,500m², the production area 4,140m² and the tank farm 4,207m².

The facility currently has 13 base oil storage tanks capable of storing up to 32 kilolitres. Prior to its planned expansion it has 7 blending kettles, 10 additive storage tanks, 13 intermediate storage tanks and 4 bulk product tanks. However after the expansion, there will be three more blending kettles and there will be a total of 36 multipurpose storage tanks. In addition, the plant has a small speciality grease processing machine, two transformer oil processing machines and a small plastic blow moulding unit.

The new plant will use pulse air technology for blending and will be fully PLC (Programmable Logic Controlled) ensuring the maximum level of efficiency in the process.

The facility is installing two high-speed filling machines, which can handle120 and 90 cans a minute respectively. There are also four semi-automatic small pack filling machines, including those for filling metal cans. It has two pail filling machines and three drum filling machines. The plant is also capable of manufacturing its own VI (Viscosity Index) Improvers.

On a two-shift basis, the new plant can blend up to 200,000210,000kl per fill up and can manufacture the following products; oils of all varieties, coolants, speciality greases, cutting oils, marine fluids, synthetic products and some rust preventives, as well as transformer oils.

The main focus of the new GOMEL facility is to manufacture products for Gulf for Middle East and Africa. Such is the quality and capacity of the plant, that it has already secured a number of prestigious blending agreements for third parties, such as Nissan, Mitsubishi, Isuzu and many other well known global lubricants brands, as well as a further five or six regionally-based private brands. www.gulfoilltd.com

ARGENTINA Since 1979 Gulf Oil Argentina’s (GOA) blending plant has been located in Lomas del Mirador, a satellite of Buenos Aires. It is very close to the capital itself in a neighbourhood, which has become a largely residential suburb, in the intervening years.

It currently occupies a 1,500m² area in two similarly sized warehouses, which are separated by a very busy street. The total production capacity of the facility is 5,000 kl/year of lubricants and it employs a staff is of 35 people.

With Gulf continuing to grow in Argentina and taking into account future needs, GOA decided to purchase a 20,000m² plot on which a new blending plant of approximately 6,000m² has been built.

The new Gulf facility is situated in La Reja Province of Buenos Aires, some 38 kilometres from the Capital. It is located at the side of one of the main motorways of the Mercosur, which quickly connects with all the routes to the inner country and abroad.

Production at the new plant is due to commence in April.

Its objective is 7,000 kl/year initially for Gulf’s own needs.

With estimated total capacity of 30,000 kl/year, it will, in the short term at least, allow it also to offer blending and filling services to third parties.

The plant will be semiautomatic with 5 filling lines for lubricant bottles of 1, 4, 20 and 205 litres and a separate line for Spray Oil drums and pails, because of course, GOA produces the Argenfrut range of environmentally friendly pesticides for Argentina and many other countries in the world (approximately 6,500 kl/year.

There will be 33 storage tanks, which will have a storage capacity of 1,000m³. They are located in the outer area of the facility that also handles bulk raw material. Stock capacity will be of 1,150 pallets of finished product, which will occupy approximately 2,000m².

The new Gulf Oil Argentina facility will, for the first time in the company’s history mean that all Gulf production will be integrated into one facility, which will constitute a major step forward for the entire business.

For more information on Gulf’s blending capabilities please contact Dr Richard Pinchin: rp@gulfoilltd

PARTNER FEATURE: SOUTH AFRICA

GULF OIL LAUNCHES IN SOUTH AFRICA

Franck Naidoo (above left) with Stephen Gericke. Gulf-liveried racers featured at the launch; Ford GT40, right and Aston Martin Vantage (inset). Below; Gulf guests enjoy the hospitality at the business sector launch

In the last Orange Disc we announced that Oil Direct (PTY) Ltd had become Gulf’s Official Distributor for the Republic of South Africa.

The company is owned by Stephen Gericke and Franck Naidoo and has its headquarters in Cape Town, with further offices in Johannesburg, Durban and Pretoria.

Franck Naidoo’s background is in the lubricants business, having previously worked as regional marketing manager for Africa and the Middle East for a major lubricants brand and then through his own business.

Stephen Gerrike has a more general business background, having developed his family’s business over the past 20 years.

“Given the recent changes in the South African petro-chemicals industry, the entry of Gulf Oil into South Africa has been a challenge. Operating through a new business model that empowers small businessmen and women, to whom opportunities within the oil industry would be unattainable, has been very successful” explains Franck Naidoo, who goes on to outline the company’s strategy for Gulf. “Focusing primarily on the commercial road transport and earth-moving sector, over the next two to five years the company will then look to introduce the Gulf brands full range of products and services into other business sectors but only as and when the right partners and distributors are brought on board.”

The brand was officially launched at the Johannesburg International Motor Show. At the entrance of the hall, stood a brand new Gulf liveried Aston Martin Vantage and at the Gulf stand itself was a Gulf Ford GT 40.

This Ford proved a real show stopper, as more than a hundred journalists gathered for the media briefing on the stand. An estimated 250,000 attended the show and approximately 150,000 people visited the stand.

Gulf’s photographer posted many of their photographs on the company’s Facebook page. “I think they liked us!” jokes Franck Naidoo.

Gulf products for South Africa are sourced directly from Gulf Oil Middle East (GOMEL) and when it came to the launch for the business sector, it was a more intimate affair, with Ramesh Rao, CEO of GOMEL presenting Gulf to the key decision makers in the Mining Sector. It was a resounding success as many have since become customers.

Stephen Gerrike takes up the story.

“Since our launch in October, our key wins to date are The Atlantis Mining Company, Morris Garages and Jinbei Taxi Company.

The latter is direct OEM business, won against the local market leader. We enter the franchised workshops business by default. As a new company, focus is important, but customers have come to Gulf Oil, as this sector – which was largely driven by one brand and invested by oil suppliers – is now changing and there is room for a new model of business. A simple technical offer from an oil supplier, reasonably-priced and with on-time delivery.”

With a contract rapidly gained to supply 12 outlets of Morris Garages, the brand instantly has a presence in prestige showrooms in South Africa’s main cities. Meanwhile at 50 outlets of Jinbei (a local commercial brand of mini-buses), the brand is able to execute its strategy to empower 150 people to sell engine oils in 500ml packages for daily top-up to the mini-bus taxi industry, the primary form of mass transport in South Africa.

“While many cite that low awareness of the Gulf brand is a key challenge, I view this as just one of the challenges of a new entrant,” continues Franck Naidoo. “Targeting the consumer sector requires high brand spend and human resources, however targeting the B2B sector, the sale is made in the boardroom focusing on the technical superiority of Gulf Oil and its’ ability to deliver a simple service level agreement, cost efficiently. However, the brand’s association with the Le Mans 24 Hours and the Delhi Grand Prix, will allow us to build affinity to the motorsport fraternity. Also, the appointment of MS Dhoni, as the face of Gulf Oil and the sponsorship of the Chennai Superkings offer additional legs with which to target the South Africa’s sport-crazy nation.”

Oil Direct is also forging good links with other parts of the Hinduja Group. Optare, a wholly owned company of Ashok Leyland UK has won the local tender for the Cape Town Municipality to supply 180 new buses in July 2012. The resultant Gulf Oil supply opportunity will give Gulf a stronger presence in its home base city.

Oil Direct is also drawing from existing Gulf and Hinduja initiatives to help add further dimensions to its operation. These include the ‘Care’ initiative for orphans, which mirrors that of the Hinduja Foundation and the Gulf Oil Mechanic Training Programme, as well as Safety Programmes focused on Truck Drivers.

The driving force behind Oil Direct is already proving to be a dynamic one and Gulf looks forward to establishing a solid long term presence in this important market over the coming years.

Oil Direct contacts: Franck Naidoo: franck@gulfoil.co.za and Stephen Gerike: stephen@gulfoil.co.za www.gulfoilltd.com

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GULF SUPPORTS MOTORING HISTORY AT WAIMATE 50 REVIVAL

GULF OIL INTERNATIONAL MARKETING PEOPLE & PLACES GULF OIL MARINE BUSINESS DEVELOPMENTS COVER FEATURE METALWORKING BLENDING PLANTS PARTNER FEATURE GULF GLOBAL MOTORSPORT

Jan McLaren holds the 1959 Waimate 50 Trophy in front of Gulf NZ’s Tansporter with Brent Esler (left) and Eoin Young

CRT Co-operative invited shareholders to join them at the Waimate 50 revival, a second running of the event that was originally won by Bruce McLaren in 1959. Guests saw ANZPAC Oil’s replica Gulf GT40 and the Gulf branded BMW M3 E36 GTR racer. They could also view the Gulf liveried vehicle transporter – with its giant images of some of the most iconic names in motorsport history that have been associated with the Gulf brand.

The atmosphere at the second revival event of the Waimate 50 was almost as electric as the inaugural event held in 1959, perhaps a testament to the historical significance of the event.

Former Gulf motorsport press officer, Eoin Young was the announcer at the original event and he attended together with Bruce’s sister Jan McLaren, who was taken round the track in the same 1955 Austin Healey 100s her brother was driven around in for a lap of honour after his victory in 1959. The driver was 80-year-old Josh Timms, the man who drove her brother around the track 52 years earlier!

ANZPAC Oil’s general manager operations, Rob Wilby, thought the day was a huge success. “It was a wonderful opportunity to showcase the relationship between Gulf and historical motorsport, and to link in with our customer base.” Further details from Brent Esler: brent.esler@crt.co.nz

INDIA

FORMULA ONE COMES TO TOWN India staged its first ever Formula One Grand Prix late on in 2011 and Gulf was on track as well as trackside at the meeting.

MRF Formula Champion 2011 – Ashwin Sunder and Finnish team-mate Jukka Honkavuori both took part in the MRF support race to the Grand Prix – the Delhi Championship in their Gulf branded single seaters, finishing a respectable seventh and eighth.

Gulf Oil Corporation Ltd also made full use of the many opportunities at the Grand Prix, with a Platinum Corporate Box and seats in the famous Paddock Club area for their B2B customers, eminent personalities and a number of celebrities.

For more details contact Bijoy Paul: bpaul@gulfoil.co.in

Top left: Bijoy Paul with Ashwin Sunder and Jukka Honkavuori of the Gulf Team.

Top right: Alain Dujean and Camille Nehme with Bijoy Paul in the Platinum Corporate Box. Middle left: Gulf guests in front of the Corporate Box. Middle right: Ravi Chawla, Alain Dujean and Camille Nehme with guest.

Bottom: Sanjay and Ajay Hinduja with some invited guests

FINLAND

SALO SEALS IT FOR GULF

GOI MOTORSPORT

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US-Parts, Gulf’s official lubricants distributors in Finland are celebrating national Gulf motorsport success with Juha Salo being crowned 2011 Finnish Rally Champion.

Before the final event in Kerava, the Gulf-Mitsubishi driver’s gap to his nearest rival, Joonas Lindroos was just one point, so whoever of the two finished ahead was going to be champion.

Salo and his co-driver Marko Salminen started the rally convincingly, taking a 19.5 seconds’ lead over Lindroos after five stages. The Mitsubishi-duo drove cleanly for the rest of the rally, with Salo eventually taking a safe second place, 25.3 seconds ahead of his title rival.

The Gulf driver thereby clinched his sixth FRC title. Salo and Salminen won four of the seven rounds and Salo aims to build a completely new car for 2012 to go after a seventh championship.

For further details contact Kim Blomberg: kim.blomberg@usparts.fi www.gulfoilltd.com

NORWAY PRODUCES CHAMPIONS FOR GULF Norway seems to be a breeding ground for extraordinary sportsmen and 2011 saw two new names achieving success under the Gulf banner.

20 year old’s Lars Daniel Gunnestad, in his fourth season in speedway, took no less than four Norwegian Championships: the individual, the pairs title (together with his younger brother Thomas), the Club team and Elite League titles. In addition, whilst riding in the Swedish league, his team finished second in the “All Swedish”, Elite Division.

The 2011 European RallyCross Champion in the Super 1600 category also hails from Norway. Andreas Bakkerud was dominant in his Gulf liveried Renault Clio, clinching the title with two rounds still left to run.

More details from Trond Bull Enger: trond.bull.enger@autogrip.no

DENMARK

GULF GOES TO THE MAX IN DENMARK DCC Energi, who are the Gulf Lubricant distributors in Denmark are sponsoring the Subaru of Danish Rally star, Max Christensen. DCC Energi are looking to raise the Gulf profile in Denmark and the company also does business with the Christensen family auto business.

The former Danish Champion’s blue and orange car is prepared by four-time World Rally Champion Tommi Makinen and has been a strong contender for honours throughout the season – regularly finishing in the podium positions at the Danish Rally Championship rounds. The Gulf sponsorship has attracted the attention of the media and Danish broadcaster, TV2 Nord featured Max and the Subaru extensively on their news coverage of Danish rallying.

More information on Gulf activities in Denmark can now be found on their new website: www.gulf.dk or by contacting, henrik.ottosen@dccenergi.dk

HUNGARY

PERU

GULF GOES THE DISTANCE AT DAKAR The 2012 Dakar was the 33rd edition of the world’s most demanding Rally. It took place over two weeks in January and was staged, for the fourth consecutive time, in South America, following the cancellation in 2008 of the original Africa-based event due to terrorist threats.

This year ASO (Amoury Sport Organisation) – the French organisers of the Dakar – set the route to run through Argentina and Chile, as well as, for the first time, Peru. Gulf’s official lubricant distributors in Peru, Isopetrol, sponsored Fernando Ferrand Sr. and Fernando Ferrand Jr in their Volkswagen Amarok pickup (below, with Alain Dujean). The team completed the gruelling event and achieved their goal to come home inside the top 50 in the car category, finishing a very creditable 46th.

The rally ended at Peru’s capital city Lima, where as locals, they were given a hero’s welcome by the cheering crowd at the Plaza Mayor.

More details available from Roger Lescano: rlescano@isopetrol.com.pe

GULF MOTORSPORT ROUNDUP

NORWAY

PHILIPPINES

CHAN’S THE MAN In its aim to support local motorbike sport in the superbike, step-through and scooter racing, Gulf has tied up with one of the Philippines’ veteran riders, Jeff Chan.

Gulf has been active in the Philippines’ national race scene for a long time now and is the sponsor of the IRGP Masters Trophy as well as the IRGP pole position awards in the Philippines.

From now on, Gulf’s famous orange and blue colours will be carried by Jeff Chan, a proven national and international racer with vast racing experience in all three categories both in the Philippines and throughout Asia. He has been an IRGP Champion, a national UBK class champion and is a consistent podium finisher.

Recently, Jeff took second place in the 150cc open class race at the Carmona race track, Cavite and he is confident of success in the prestigious Gulf Masters cup. For more info please contact Joy Sarkar: js@gulfoilphilippines.com.

INDIA

GULF DIRT TRACK NATIONAL CHAMPIONSHIP 2011

GULF’S HUNGARIAN TRACK SUCCESS Gulf’s Hungarian distributors’ executive director and team have long seen the benefits of a good motor sport programme. Unifilter Kft.’s sponsored driver, Zoltán Strider has successfully participated in Hungarian National Championship races for more than 10 years. In 2011 he competed in the National Speed Car Racing Championship’s F-2000 category in an Alfa Romeo 147 GTA Cup car (above, foreground). The team was looking for a top three championship finish and, thanks to numerous podium places throughout the year, was able to celebrate 3rd place in the category.

Taking on the distribution of Gulf products in 2011 – with the brand’s intrinsic association with motorsport and long history of success – further inspired the team, which in 2012 will be renamed the “Gulf Unicorse Team”. Its aim is to win the championship title and for this it already has a new race car – an Alfa Romeo 156, (above, behind) which the team feels has more potential than the 2011 car. The team is therefore eagerly anticipating the start of the 2012 season!

More information from Oliver Czank: czanko@uni-filter.hu

Gulf Oil Corporation Limited continues to support Dirt Track Races for motorbikes and last year, Gulf’s involvement in the sport helped see the Gulf Dirt Track event upgraded by the FMSCI (Federation of Motor Sports Clubs of India) to full national status as the “Gulf Dirt Track National Championship 2011”.

The 1st round was held in Jodhpur, Rajasthan, with round two held in Nasik – Maharashtra. Both rounds of the Championship turned out to be a great success, with record-breaking entries of 125 in Jodhpur and 230 in Nasik.

More information from Bijoy Paul: bpaul@gulfoil.co.in

www.gulfoilltd.com

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