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Engen Petroleum, South Africa’s fuel market leader, has once again won “Coolest Petroleum Brand” in the sought-after Sunday Times Generation Next awards.
It is the company’s fourth straight win in the survey, adding to a growing list of accolades that have given it uncontested brand leadership to match its long-time market strength.
In 2013 Engen took a hat trick in the Sunday Times Top Brands award (retail service station forecourts), having won top honours for the third consecutive year.
Now in its ninth year, Generation Next tracks the consumer behaviour and preferences of South Africans aged 8 to 22 – an important segment of the market with an annual spending power of R104 billion per year (2013 figures from HDI Youth Marketeers).
Lesley McDonough, Group Brand Manager at Engen, says the results continue to validate Engen’s marketing focus and efforts. “We are excited and humbled to win this award again, especially as the youth is our future market. It is not easy to stay current in this market.”
Innovation and customer service
While Engen has led the market in annual volume throughput for an extended period, it has been its constant innovation and customer service focus in the last five years that have put it ahead of the rest of the pack in brand recognition and loyalty across all audiences.
“We continue to invest in reinvigorating the brand, investing much effort into remaining an attractive stop-over for youth,” says Joe Mahlo, Engen’s head of sales and marketing.
Engen further focuses on continued roll-out of signature convenience offerings across its network, including fast food and restaurant partnerships, franchise bakeries, coffee, alternate payment partnerships and a range of other innovations.