Mitihoon – Bangkok, Thailand, 10 September 2024 – Caltex is proactively expanding its fuel service station network across the country, announcing a partnership with Pure Thai Energy Company Limited (Pure Thai) enabling them to operate their 78 fuel retail service stations under the Caltex brand. Caltex has also announced its success in achieving targeted fuel retail business performance, reflecting continued positive customer reception, with plans to continuously strengthen its fuel service station network. Caltex anticipates reaching 10% projected fuels retail business growth this year.
Mr. Shashank Nanavati, Executive Vice President, Commercial, Star Petroleum Refining Public Company Limited (SPRC), the parent company of its subsidiary, Star Fuels Marketing Limited, which is the exclusive licensee of Caltex fuels in Thailand, said “The overall Caltex fuel retail business performance in Thailand during the past months reflects the company’s success in driving the business strategies and delivering on our commitment to offering consumers high quality fuel products and services. The higher sales volume growth in the first half of this year was also driven by the fuel service station network and non-fuel business expansion, fully integrated marketing initiatives and on-going promotional campaigns. Star Fuel Marketing Limited (the company) will continue to accelerate our growth in line with the strategic business plan by continuously expanding on the existing retail network of about 450 Caltex fuel service stations nationwide. Most recently, the company has entered into a partnership with Pure Thai, enabling them to operate 78 service stations under the “Caltex” brand in Bangkok and other provinces. The renovation and modification of those service stations into stations under the Caltex brand begin from September 2024 onwards and are expected to be completed by January of 2025.”
“After the partnership comes into effect and the renovation of all 78 service stations is completed, the number of Caltex fuel service stations will increase to about 528. The partnership represents a good opportunity for Caltex to expand the business, strengthen the brand positioning and broadly expand the customer base.
“We are confident that Caltex’s overall fuel retail business performance following the partnership with Pure Thai will continue to steadily grow, enabling Caltex fuel retail business to be on track to hit the 10% fuel retail growth target at the end of 2024 as well as widening the convenient access to quality Caltex fuels with Techron, the exclusive additive made available in Caltex fuels.”
Commenting on the company’s strategic retail business plan, Ms. Sompratana Chermsirivatana, Vice President, Retail Business Development, Star Fuels Marketing Limited (SFL), added “Apart from fuel service station network expansion, the company also places emphasis on expanding our non-oil offerings to enhance customers’ satisfaction by partnering with strategic retail partners including convenience stores, restaurants, coffee shops, and car repair and car care service centers. The company has planned to increase the number of retail outlets to cover 85% of all Caltex service stations by the end of 2025 from the existing 80%. We will also leverage this non-fuel offering expansion plan at several Caltex fuel service stations operated by Pure Thai as well.”
“Concurrently, the company has also developed a marketing and communication plan to comprehensively reinforce Caltex brand, striving to meet customers’ diverse needs. We sincerely hope that Caltex service stations will help create memorable experiences, allowing our customers to enjoy every journey”, concluded Ms. Sompratana.
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