Retail segment

By the end of 2009, ORLEN Deutschland managed a network of 521 petrol stations, including 4 under the ORLEN brand, 485 under the STAR brand and 32 stations located at hypermarkets.

In 2009, the level of retail prices on the German market was appr. 10% lower than in 2008. Given the lower prices, customers were less willing to search for cheaper fuel, however, despite that, ORLEN Deutschland managed to generate good sales results. This proves that our network is strengthening its position on the Economy fuel station market.

This trend was only one of the factors that contributed to ORLEN Deutschland’s success last year aswell as the record total sales volume of nearly 2 bn litres. The surging fuel sales at STAR stations were mainly due to the brand’s consistent positioning, large capital expenditure, successful acquisition of individual facilities and a large-scale marketing campaign supported by sponsoring activities.

In 2009, ORLEN Deutschland thoroughly reconstructed and modernised 3 of its fuel stations and rebranded 9 more stations. We continued the process of providing fuel stations with new price pylons, which we installed at 28 stations in 2009. In 2010, we plan to thoroughly modernise 8 fuel stations, replace pylons at 40 stations and fully rebrand 2 stations.

ORLEN Deutschland structure of fuel sales in 2008–2009 (%)

Sponsoring activities

In 2009, ORLEN Deutschland continued its cooperation with three Bundesliga football teams: Hertha Berlin, Hamburger SV and Bayer 04 Leverkusen. We will continue our cooperation in 2010.

In 2001, ORLEN Deutschland will focus on a higher recognition for the STAR brand and on winning customer trust. The objective is to increase the level of brand recognition radically, compared to previous years.