RUBIS cites June deadline for rebranding
Published:Sunday | February 16, 2014 | 12:00 AM
Avia Collinder, Business Reporter
RUBIS Energy Jamaica Limited which purchased the assets of Shell Jamaica just over a year ago, says it will complete its programme of rebranding by June 30 this year, a project which will see 53 gas stations and 33 trucks painted in the signature colours of the fuel distributor.
While declining to disclose the budget for the exercise, Retail Manager Raymond Samuels said that the capital outlay is expected to result in 1.5 per cent to two per cent improvement in sales by yearend within the retail market and also an increase in volume sales in the commercial/industrial segment.
RUBIS acquired the Shell Jamaica assets from an American equity firm, and has temporary licensing to continue using the Shell brand. The RUBIS brand will first appear on the truck fleet.
Samuels said RUBIS Jamaica has a 23-25 per cent market share.
"We have consistently held the number one position as the retail market leader," he told Sunday Business.
"When combined with the commercial side, our share is a bit more. We are projected to grow the business by rebranding, which is consistent with our experience across the Caribbean. When we do rebrand we see positive improvement," Samuels said Friday.
RUBIS, a global energy company, acquired Shell Jamaica in December 2012 from Blue Equity LLC, which held the assets under Antilles Group Limited. The terms were not disclosed.
Shell had previously sold out to a consortium owned by Joey Issa's Cool Corp and Neal & Massy Holdings of Trinidad in 2005. The consortium, which operated as Cool Petroleum, sold out to Blue Equity in January 2012.
Samuels said the timeline for rebranding remains as set from the time of purchase and has not been delayed as may be perceived, with June 2014 being the scripted deadline.
RUBIS has temporary licence to the Shell brand over an 18-month period, ending June.
The company notes, additionally, that the rebranding of the network has been "scheduled to minimise inconvenience to customers as the company makes improvements to provide clean, safe and enhanced facilities with improved service offerings at each site."
By June, all 53 service stations will "undergo an entire facelift, painted in RUBIS colours", the canopies will be redesigned and paving and forecourt areas upgraded, Samuels said.
New LED lights will be installed where required and "in many cases" new dispensers or pumps will be installed. And the 70 staff employed by RUBIS Jamaica nationwide will also be outfitted in new uniforms by mid-year, he said.
The first phase of the rebranding involves the truck fleet to be completed by the end of March.
RUBIS Jamaica does not own the fleet, but has entered into an agreement with its haulage contractors to display the brand.
"We see them as partners. We have defined agreements," Samuels said.
The company, the retail manager states, possesses a competitive advantage in its differentiated fuel comprising the Ultra Tech fuel additive - a RUBIS product.
"Our facilities will be modern, bright and attractive. We certainly plan to enhance customer service at all our locations."
RUBIS is a private French company founded in 1990 which specialises in the storage, distribution and sale of gasolene, diesel, lubricants, liquid petroleum gas and chemical products.
The company expanded into the Caribbean in 2005, and is now in 16 Caribbean markets. RUBIS also owns assets in Europe and Africa.