Caltex, by SPRC subsidiary, Star Fuels Marketing Limited (SFL), recently hosted “Caltex Retailer Convention 2024” underscoring its commitment to continuing investment and long-term growth in Thailand. The event celebrated the invaluable contributions of Caltex retailers and solidified partnerships with business associates nationwide. Additionally, the company outlined its future business strategies aimed at adding value and ensuring sustained success in the industry, with a targeted 10% growth in the fuels retail business this year.
Mr. Robert Dobrik, Director and Chief Executive Officer of Star Petroleum Refining Public Company Limited (SPRC), explained, "The integration of Caltex-branded fuels marketing business with SPRC's refining operations will yield unique strategic advantages, optimising business value and fostering significant growth. With a long-term investment plan in place, we are committed to operating our business reliably and safely, fostering trust, and delivering returns for shareholders and retailers. Under the enduring legacies of 'Caltex' and 'Techron' brands, we will continue providing high-quality fuel products and services nationwide."
Speaking at the Caltex Retailer Convention 2024, Mr. Shashank Nanavati, SPRC Executive Vice President, Commercial, highlighted the company's long-term investment plan, emphasising, "The integration of fuels marketing and refining businesses will bolster our brand value, enhance organisational agility, and elevate competitiveness in Thailand. Our Caltex service station network will grow sustainably, with unwavering support for our business partners and retailers. We are dedicated to developing and offering exceptional products and services under the Caltex brand."
"Furthermore," Mr. Nanavati added, "we are committed to expanding our business by investing in product offerings, services, and marketing collaborations across various sectors, including aviation, commerce, and industry. Our expansion goals encompass both our fuels retail network and non-oil partnerships, aiming to extend our presence nationwide."
"We remain focused on innovating our services to meet evolving consumer needs, elevating the customer experience," continued Mr. Nanavati. "Through the expansion of our flagship station network, retail partnerships, and loyalty programs, we strive to enhance customer satisfaction and fuel our growth."
In 2023, the company achieved significant growth, meeting its retail targets. Recent investments include over 100 million baht in new advertising campaigns, featuring Caltex fuel with patented additive Techron, endorsed by Mr. Nadech Kugimiya. Emphasising digital platforms, the marketing strategy aims to enhance brand awareness, highlight product features, and engage directly with consumers.
Mr. Weerapong Numtee, SPRC Vice President of Retail Sales, elaborated on the 2024 fuels retail business plan, stating, "Our priority remains identifying new opportunities and adapting to evolving consumer behaviours through continual market research. We aim to expand our retail service station network while enhancing customer convenience through partnerships with leading retail brands. Additionally, our Caltex Rewards program offers member benefits, with plans to expand membership to millions in the future."
"In line with our commitment," Mr. Dobrik concluded, "we will continue investing in the local market and executing our business plan to drive sustainable growth in the Caltex fuels retail business in Thailand."