Mol márkafejlesztés – Formabontó megoldások a kiskereskedelemben

Current paper is looking for an answer on how MOL’s retail brand can evolve in an ever-changing business and communication landscape driven by the dimensions of a: external environment, b: direct competitive position c: MOL’s international growth and development. How should we harmonise brand development with the visual elements linked to the brand, specifi cally focusing on filling station colour, shape and appearance, including logo usage as well. Brand development usually plays a more significant role for independent oil companies than for classical national oil companies. MOL Management has been focusing on studying and analysing potential options and ways for developing its brands strategically for the past few years. The company currently does not plan any major re-branding program, but the changes of our corporate environment and the needs of our corporate strategy force us to implement certain changes.

There is no one-and-only brand structure in the oil sector, there are several well-functioning models in place all over the world. The retail and the corporate brands form two easy-todistinguish systems for MOL as well,
and although there are significant overlaps between the two brands (including that they share the same name), they are developing, along different dimensions. Accordingly, both brands have received new positioning, where new and existing, still relevant elements have appeared, so that at the same time continuity and consistency are secured. While MOL, as a corporate brand would wish to become the “Choice of a New Europe”, the retail will rather follow the principle of a consumer brand, where it is: “Worth to stop by (for me, my wallet and my car)”, being a “Value for Money” brand. Under the market pressure exerted by the „coloured” and „white” fuel stations, design is going to become a messagecarrier element of increasing distinguishing power for the retail segment. Leaving the box-type rectangular only forms behind, a new, arch-based world of forms keeps on emerging, with clear references to dynamism, friendliness, following the principle of „change while preserve”. It can support the development of the MOL retail brand and backs the values offered to the consumers. It is somewhat similar to the former design but offers a refreshed set of colours, a renewed retail logo and retains the dominance of the green colour but supplements it with white and orange/red colours and a simplified visual communication system. The total system of station shapes, and colours are able to better refl ect the friendly, but still modern and innovative, as well as „good value for money” character of the brand. The joint application of the new station
shapes and the LED illumination method enable us to make signifi cant savings in operating costs, and help us in securing continuous illumination. Shops will also operate under the MOL brand, equipped with 3-dimension signage, just like the totem poles. If a design change is properly implemented it can hypothetically in itself generate 20% growth in revenue in certain locations. The scope of the current retail brand upgrade will express more than that, innovation and differentiation will become such intrinsic values of the retail business, that can ensure, that in addition to short term benefi ts, a significant long term business drive is established and maintained.

Csorba Béla, Karvalics Attila, Zombori Zsolt