What is Sales and Marketing Strategy of Hellenic Petroleum Company?

The group operates over 1,700 service stations in Greece and SEE under EKO and BP (licensed) brands, investing since 2022 in premium fuel islands, EV fast chargers and loyalty terminals to raise basket size and retention.

Dedicated direct sales teams cover aviation (supplying more than 20 airports), marine bunkering at Piraeus and regional ports, industrial fuels, bitumen and lubricants with long‑tenor contracts that stabilize throughput.

Third‑party distributors and independent stations across Bulgaria, Serbia, Montenegro, North Macedonia and Cyprus extend reach; the mix is optimized to balance margin versus share with selective buybacks and franchising where density matters.

Petrochemicals (notably polypropylene) are > 70% export‑led, routed via Antwerp and Mediterranean hubs through traders and direct contracts, supporting margin diversification versus fuels.

The Elpedison JV sells electricity and gas to business and retail customers through direct and digital sign‑ups; pilot cross‑selling at fuel sites (2023–2024) aims to grow dual‑fuel accounts.

E‑commerce for lubricants and B2B orders, corporate portals for fuel‑card management and mobile apps (loyalty, pay‑at‑pump, EV charging) increased digital retail transaction share to 20%+ of eligible payments in 2024, up from ~8% in 2021.

Three refineries supply more than 60% of Greece’s fuel demand and export across the Mediterranean; the brand leverages this scale to claim supply security demonstrated during 2022 disruptions.

Premium fuels and lubricants marketed for engine care and efficiency; upgraded stations report notable NPS improvements tied to product and service quality.

Operating RES capacity near 0.5 GW by 2024 with a >2 GW pipeline; Scope 1–2 reduction roadmap aligned with EU Fit‑for‑55 and sustainability reports highlighting low‑sulfur fuels and efficiency projects.

Targets mass‑market value seekers and fleet managers via dependable pricing and wide station network, while appealing to transition‑minded consumers with EV charging and green power offers through Elpedison.

Objective: signal strategy shift and unify businesses under the new identity; Creative: new name and blue‑green identity with 'from petroleum to energy' narrative; Channels: TV, OOH, corporate digital, station signage, PR; Results: double‑digit lift in brand awareness and consideration among 25–45 urban drivers and strong trade press coverage, aiding RES and power B2B lead generation.

Objective: trade up customers to increase margins; Creative: engine care storytelling, car‑influencer road tests, app‑exclusive cents‑per‑liter discounts; Channels: YouTube/TikTok, in‑station screens, app; Results: premium share uplift of +3–4 pp at upgraded sites, coupon redemption up 1.8x, measurable station EBITDA uplift within 2–3 months.

Objective: position as enabler of cleaner mobility; Creative: 'Charge on the go' highway charger maps bundled with green tariffs; Channels: motorway OOH, app, PR with motorway operators; Results: monthly charging sessions rose from low hundreds to several thousand and cross‑sell sign‑ups to power/gas grew double digits QoQ.

Objective: reinforce trust and license to operate; Creative: road‑safety tips, emergency kit giveaways, local sponsorships; Channels: radio, social, station events; Results: high local engagement and supportive CSR sentiment during price spikes.

Objective: maintain transparency during fuel price volatility; Creative: price‑component explainers and supply updates; Channels: owned social and press releases; Results: lower complaint ratios and improved trust scores versus market averages.

Collectively these campaigns supported Hellenic Petroleum market positioning, drove awareness, raised premium mix and new‑energy credentials, stabilizing market share in Greece at approximately 32–33% while enabling retail growth across SEE and supporting integrated energy sales and distribution channels; see a concise corporate background Brief History of Hellenic Petroleum.