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PETRONAS DAGANGAN BERHAD BUSINESS REVIEW
RETAIL COMMERCIAL LPG LUBRICANT SUPPLY & DISTRIBUTION Page 122 Page 134 Page 140 Page 146 Page 152 AT A GLANCE
WHO WE ARE AND WHAT WE DO
LEADERSHIP
MANAGEMENT DISCUSSION AND ANALYSIS RETAIL ACHIEVEMENTS
SUSTAINABILITY JOURNEY
CORPORATE GOVERNANCE WHO WE ARE
FINANCIAL STATEMENTS We are the fuel that powers your everyday journey. We STAKEHOLDER INFORMATION represent the thousands of smiling faces of our Krew PETRONAS that greet customers visiting our PETRONAS stations.
Together with our Rakan Niaga, we run and manage the vast network of PETRONAS stations across Malaysia.
Strategic Review and Outlook
Performance Review
Business Review
PDB Manpower Age Group Gender
Permanent: 277 51 and above: 35 Male: 96
Contract: 16 40-50: 91 Female: 197
20-39: 167
Total: 293 Total: 293 Total: 293
PETRONAS DAGANGAN BERHAD ANNUAL REPORT 2016
pg 122 pg 123 AT A GLANCE MARKET AND INDUSTRY OVERVIEW IN 2016 WHO WE ARE AND WHAT WE DO 2016 has been a tough year for the retail fuel industry at large. The Retail business of PDB LEADERSHIP was no different, as the business saw intense pressure from competitors to remain MANAGEMENT DISCUSSION above board. AND ANALYSIS Overall market volatility was a major contender that severely impacted our business. ACHIEVEMENTS According to the Department of Statistics Malaysia, the Consumer Price Index for the SUSTAINABILITY JOURNEY country, rose by 2.1% to 116.9 from 114.8 during preceding year under review. This is CORPORATE GOVERNANCE further compounded by the Consumer Sentiment Index which has also improved from 69.6% in 2015 to 75.0% at the end of 2016. FINANCIAL STATEMENTS
STAKEHOLDER INFORMATION BUSINESS MODEL The primary fundamentals of our retail segment are rooted in providing superior Customer Experience at our PETRONAS stations. This begins with the appointment of our Rakan Niaga who serves as our brand ambassador.
Our Rakan Niaga, work effortlessly to serve our customers by providing the best in convenience and service that we have to offer at PETRONAS stations. Both the Rakan Niaga and Krew PETRONAS are provided with adequate training to ensure that customers will be attended to and that the best service and customer experience is provided. At PDB, our Retail business model can be divided into two categories:
COMPANY OWNED, DEALER DEALER OWNED, DEALER OPERATED (CODO) STATIONS OPERATED (DODO) STATIONS Strategic Review and Outlook ∞ Under the CODO model, the PETRONAS ∞ Under the DODO model, the PETRONAS station is owned and managed by the station is owned, managed and operated by a Performance Review Company but is operated by an appointed Dealer. Business Review Dealer. ∞ The Dealer is also appointed by PDB through a ∞ The Dealer, also known as an Operator is series of screening processes. The Dealer appointed by PDB through a series of sources the fuel products from the Company. screening processes.
For the year under review, most of our PETRONAS stations operate under the CODO RETAIL business model. The DODO business model is implemented on selective basis. Both business models source their non-fuel items for the Kedai Mesra from a list of vendors and suppliers provided by PDB.
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BUSINESS STRATEGY A major hallmark of our Company is the PETRONAS network of stations. During the year under review, our network of PETRONAS stations continues to be the largest throughout the nation, with more than 1,000 stations in operation across Malaysia.
As we weather these challenging times, the Company has rationalised its network expansion plan to look into maximising the output of our current stations, strengthening their capabilities and enhancing their profitability to become leaner and more resilient to overcome the limitations and obstacles that lay ahead. Moving forward, PDB will focus towards developing entrepreneurs whom are about delivering results and becoming true brand ambassadors.
Aside from developing a strong and efficient network, 2016 has also seen the Company focused more towards engaging customers, fine tuning our message on educating the customers about our superior fuel products that have led our Mercedes AMG PETRONAS Formula One™ Team to 3 consecutive World Constructors’ Championships and 3 consecutive World Drivers Championships in a row.
It cannot be denied that the introduction of PETRONAS Primax 95 with Advanced Energy Formula and PETRONAS Primax 97 with Advanced Energy Formula has revolutionised the fuel market in Malaysia, bringing more value in fuel economy and also power.
Elevating the customer experience delivered at our PETRONAS stations is a one of our primary objectives. However, this is only possible by taking account customer feedback of their experiences at PETRONAS stations. From the feedbacks, Retail business embarked on transforming the customer experience at PETRONAS stations to ensure that we provide a retail environment for our customers that is ‘Clean, Bright, Safe and Works All The Time’.
The Winning Formula behind Commercial Excellence is the Key Retail Ambition Redefined Commercial Excellence Transformation Strategy
To achieve the aspiration of becoming the Commercial Excellence will drive PDB The key aspects of our Commercial nation’s ‘Most Favoured Retailer’ by 2018, the Retail business strategy moving forward, Excellence is focused towards delivering Retail business embarked on a Commercial and has clearly paved the way for Retail to consistently superior customer experience Excellence Transformation Strategy which realise its full potential and in achieving its at all our PETRONAS stations nationwide. redefines the way we do business. ultimate goal: M . Delivering superior customer experience Through this strategy, Retail business would It is all about delivering results that matter means providing PETRONAS customers be able to identify clearly their target as we bring the vision of tomorrow to with a selection of products that meet consumers allowing them to better you today through improvement of the their needs for every buying occasion, understand the needs of their customers. facilities, services and the entire look of superior fuel products that are engineered PETRONAS stations. for the race track but delivers the best in This entire initiative would focus on fuel economy and power. delivering results that matter and that would be winning over customers by consistently Retail business is developing an delivering superior customer experience at organisational culture that is more our stations. customer-centric and responsive to the customers’ needs. These e orts will allow The final key element which is the us to further grow into an organisation foundation of this transformation is to that is focused on marketing and branding ensure that all our stakeholders including that continues to deliver products and PDB employees, Rakan Niaga and our services with customers’ interests at heart. vendors work continuously and seamlessly towards enhancing their speed of execution and e ectiveness by making sure that we are brilliant at basics. AT A GLANCE FINANCIAL PERFORMANCE WHO WE ARE AND WHAT WE DO Following the global fall in crude oil prices, most oil companies were forced to realign LEADERSHIP their businesses to meet the escalating costs against price volatility. During the year under MANAGEMENT DISCUSSION review, Retail business contributed 45% towards the Group’s Gross Margin. AND ANALYSIS Through focused execution and towards a common goal of shared success, Retail ACHIEVEMENTS business recorded close to 4% increase in overall MOGAS volume. The significant growth SUSTAINABILITY JOURNEY is due largely to the aggressive marketing and promotional activities for PETRONAS Primax CORPORATE GOVERNANCE 95 with Advanced Energy Formula and the growing number of stations offering PETRONAS Primax 97 with Advanced Energy Formula nationwide. FINANCIAL STATEMENTS
STAKEHOLDER INFORMATION In the non-fuel segment, Retail business recorded an increase of 5% on gross income as compared to preceding year under review.
KEY PRODUCTS AND SERVICES PETRONAS Stations Pushing the boundaries and reinventing the way we approach the retail fuel industry, Retail business continues to shape and develop the future of new Malaysian entrepreneurs to produce better results and deliver superior customer experience to our valued customers. Dedicated to ensuring that customers have a profound experience at our stations, Retail business is all about delivering a healthy environment where all our stations are ‘Clean, Bright, Safe and Works All The Time’.
Strategic Review A major milestone for 2016 saw the introduction of new Multi-Product Dispensers that can and Outlook accommodate up to six products. This ensures that every customers’ needs and fuel preference are immediately addressed at the pump. With the new Multi-Product Dispensers Performance Review we are able to provide convenience that is both seamless and fast. During the year under Business Review review, Retail business operationalised six new stations to further strengthen our retail network.
Kedai Mesra The name ‘Mesra’ itself reflects the care our Krew PETRONAS take in providing all our customers with the best level of service either at the pump or in the Kedai Mesra itself.
Taking customer convenience to a whole new level, Retail business Convenience Retail segment continues to push the envelope and redefine Convenience Retailing in Malaysia.
Moving forward, our Kedai Mesra will be tailored to the customers’ wants and needs which will include Cafès and Food Counters, while in selected markets will include more premium brand offerings and also groceries. In addition to all this, Formula One™ fans of RETAIL our Mercedes AMG PETRONAS Formula OneTM Team can also look forward to purchasing our team merchandise at Kedai Mesra.
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All these new additions will fit in well Complementary Business Card Business with the newly designed Kedai Mesra PETRONAS stations are further PETRONAS Mesra Loyalty Programme which is part of the new concept of enhanced through complementary (Kad Mesra) our stations. This sleek new design will business offerings ranging from food- be a welcoming change for all our As our nation continues to grow and to-go items to various business partner customers. develop, so does the consumer facilities that include Quick-Serve- mindset. Consumers’ mindset evolves Restaurants, banking facilities, courier Today, our total network of Kedai with the times, where tastes and services and other conveniences. Mesra across the nation stands at more current trends influence spending than 760. With convenience in mind, habits. This is evident even for the retail During under review, the Company has the PETRONAS Kedai Mesra are fuel industry, where the slightest more than 90 Quick-Serve-Restaurants equipped with ATMs (more than 1,000 difference between fuel saving and and more than 50 other business ATM terminals), Touch ‘n Go facilities performance can influence a customer partners that enhance the customer (more than 280 reload terminals and to choose between PETRONAS or experience at PETRONAS stations. This Touch ‘n Go Spots) and e-Pay terminal other retail competitors. year, Rotiboy is amongst the latest (around 1,000 terminals). additions to the growing list of To tip the balance in our favour, we renowned business partners which reward our loyal customers through include Starbucks (2 stations) and the PETRONAS Mesra Loyalty Baskin Robbins (2 stations) that are in Programme which was first launched in expanding their outlets to several other 2001. This programme allows members stations over the next few years. to earn Mesra points using their PETRONAS Mesra cards by fuelling up AT A GLANCE at PETRONAS stations nationwide and purchasing products at Kedai Mesra. The accumulated
WHO WE ARE AND WHAT WE DO Mesra points can be redeemed for either fuel or selected items within the Kedai Mesra.
LEADERSHIP The PMLP brings further value to customers to enjoy a wide variety of special offerings or MANAGEMENT DISCUSSION discounts through the ever growing stable of partners and merchants at our stations. AND ANALYSIS
ACHIEVEMENTS During the year under review, the PMLP extended further its Kad Mesra benefits and privileges through new strategic partnerships. Existing partners and merchants are, SUSTAINABILITY JOURNEY ANGKASA, Astute Xperience (Travel Services), Pryxious.com (travel channel management), CORPORATE GOVERNANCE PETRONAS Twin Towers Gift Shop, Twin Towers Fitness Centre, PETROSAINS, 11th Street,
FINANCIAL STATEMENTS Zalora and the latest additions, Happy Fresh and Menara Kuala Lumpur.
STAKEHOLDER INFORMATION PETRONAS SmartPay The PETRONAS SmartPay is a corporate fleet card which offers the individual or corporate client the convenience and efficiency to facilitate greater control over their fleet management in terms of monitoring movement and expenditure of the fleet.
During the year under review, the Company consistently engaged with potential and current customers through various programmes such as product showcases, fraud mitigation sessions, festive celebrations, sports and leisure activities. Breaking conventional barriers and traditional marketing strategies, 2016 witnessed the introduction of the Winning Formula initiative which was meant to rally all PETRONAS station Dealers to begin campaigning and marketing PETRONAS SmartPay in their own backyard.
Strategic Review and Outlook
Performance Review
Business Review
RETAIL
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KEY BUSINESS ACHIEVEMENTS AND OPERATIONAL PERFORMANCE Expansion of PETRONAS Dynamic Diesel Euro 5 to selected PETRONAS stations across the country During the year under review, Retail business focused on the expansion of Euro 5 Diesel to 26 selected stations within Peninsular Malaysia, mainly targeting stations within the Klang Valley, Johor, Pahang and Negeri Sembilan. PETRONAS Dynamic Diesel Euro 5 was first introduced by PETRONAS in Johor Bahru in early 2015, where only two stations were identified at the time, targeting Singaporean drivers and hauliers transporting goods to Singapore. We are expanding the availability of the PETRONAS Dynamic Diesel Euro 5 to more stations by the end of 2017. This will cover major highways going in and out of the Klang Valley and certain locations in the Southern region.
Our expansion plan moving forward will be to increase the network progressively based on area demand. All of our PETRONAS stations will have Euro 5 Diesel available come the Government’s gazetted implementation date in 2020.
There are three primary benefits of using the PETRONAS Dynamic Diesel Euro 5: