Source: Supermarket & Retailer
All Caltex-branded service stations in South Africa and Botswana are to be rebranded Astron Energy, the latter announced in a statement on Wednesday (4 August).
The rebrand means Astron Energy becomes the overarching brand across corporate, commercial and retail, and will be the public face of the company at all forecourts and other key sites. “This is an important step in Astron Energy’s ambition to become the biggest fuel brand in South Africa, the group said.
The name change follows the 2018 majority acquisition of the former Chevron South Africa by Glencore South Africa Oil Investments, since which time Astron Energy has been operating the Caltex brand under a licence agreement.
“Astron Energy has now taken the opportunity to consolidate its operations under a single, unifying brand identity.”
The existing network of over 850 Caltex service stations in South Africa and Botswana will be rebranded in a phased manner as part of a site refresh and upgrade initiative to be undertaken over the next few years.
Astron Energy interim CEO, Braam Smit, said: “This is a once-in-a-generation opportunity to reimagine and reinvent ourselves as a leading African energy company with a proud legacy and a very promising future. Astron Energy has a deep commitment to Africa, its people, and the development of the continent. This is an important step in our ambition to become the biggest fuel brand in South Africa.”
“We’re moving from managing a brand to owning it. We will continue to offer customers high-performance fuels, quality products and great service delivered by excellent people, as well as exciting new offerings and experiences as part of the vibrant, new-look Astron Energy.”
The rebrand will also include the refinery in Cape Town, lubricants manufacturing plant in Durban, 15 terminals, 180 commercial and industrial sites, as well as corporate facilities.
“For now, it is business as usual for all Caltex customers who can still expect to receive the same great service and products, including flagship lubricants brands Havoline and Delo which will continue to be available at Caltex forecourts nationwide,” said Astron Energy.
By Lauren Hartzenberg for BizCommunity
A rebrand is on the cards for CNA and Edgars stores as part of Edcon’s turnaround strategy to win back shoppers, reported Business Day on Friday.
CNA and Edgars stores to sport new lookFormer Massmart CEO Grant Pattison replaced Bernie Brookes as Edcon chief executive at the start of this year, and has since been focusing on reconfiguring the retail group’s offerings.
While Edgars and Jet had continued to trade positively in ladieswear and footwear according to its latest quarterly performance report, overall Edcon reported a 9.4% drop in retail sales for the third quarter while total group revenues decreased 8% to R8.2bn owing to a decrease in retail sales of R795m compared with the prior period.
The departmental store retailer has been battling to maintain market share in South Africa’s increasingly competitive retail environment, with European retailers like H&M entering the local market and expanding its footprint at a rapid rate.
Despite challenges, Pattinson has stated that the company is recommitting to the departmental store model, explaining that the model “offers convenience”.
Edgars is in the process of a logo facelift, which would complement the new store layouts and the roll-out of its next-generation stores, CEO Mike Elliott told Business Day.
CNA will also be undergoing a rebrand and would be consolidating its focus on stationery, educational materials and arts and craft. “A new store layout would ensure customers could do self-service,” said CNA’s general manager, Julie Day.
Representing the South African portion of a global industry that has witnessed astonishing growth over the last 10 years, the Health Products Association of South Africa (HPASA) has undergone a brand refresh and developed a new market positioning strategy in a bid to prepare itself for a growing number of industry needs.
Consumer demand for health products is unabating, with the worldwide industry set to reach a value of $1-trillion by next year. And, says HPASA president Bruce Dennison, “Despite heavy regulations, the local industry continues to grow. It’s estimated to be worth over R8-billion, and is experiencing annual growth of 13,5%.”
The HPA’s strategy includes a new logo, a new info-heavy Web site, and the rollout of a marketing plan to drive consumer trust as well as improve product safety and efficacy.
Launched in 1976, the HPASA has long been at the forefront of championing quality standards and acting as a voice on all legislative and regulatory issues, in the natural health products, nutritional dietary supplements and complementary and alternative medicines (CAMs) industries. The industry body represents a broad spectrum of stakeholders including manufacturers, wholesalers, distributors, retailers, practitioners and more.
While acknowledging that they’ve had to deal with counterfeit, poor-quality and adulterated herbal products that can compromise consumer safety, Dennison says that the HPASA intends to rectify the distorted perception that the CAMs industry is reluctant to regulate. Pointing out that law needs to be rooted in data and insight, and be appropriate in nature to address real issues, he adds.
“We’re committed to not only fulfilling a meaningful role in developing appropriate regulation, but also improving our relationships with the Department of Health, and media, consumer groups and associated bodies in South Africa.”
The HPASA’s new Web site provides the latest insight, analysis and data on health products and CAMs. Registered members have access to the very latest in legal, regulatory and research documents, presentations, papers and journals on production, manufacturing, distribution, standards and ethics.
“With growth comes a continual new set of challenges that not only the association needs to address, but that our members need to be adequately informed to handle,” says Dennison. “We believe our readily available, well-resourced Web site will provide that information, complemented by our monthly meetings in both Johannesburg and Cape Town.”
Reflecting both the evolution of the company as well as its vision for the future, Lexmark International has introduced a new corporate brand and logo.