From Shell to Z

[Bytor]

http://www.nzherald.co.nz/business/news/article.cfm?c_id=3&objectid=10724857

http://z.co.nz/

Petrol prices wont change but the pies, coffee and cupcakes will be nice!

Have been part of this project but not at the heart of it (supplier). Interested to hear people's views on the brand look and story.

[unstuck]

Maybe they could of stayed shell and dropped the fuel prices.Must have cost millions.:blink:

[yod]

Maybe they could of stayed shell and dropped the fuel prices.Must of cost millions.:blink:

have, have

[Bytor]

Maybe they could of stayed shell and dropped the fuel prices.Must of cost millions.:blink:

Approx $35m to replace all old Shell stations, however they pay $7m a year to Shell just to use their logo, so it makes long-term sense to ditch them.

[Swoop]

I note that every store will have the interior replaced.
That will put money into the economy, for shopfitters.

Good to see that the call centre is returning to NZ.

[Bytor]

Maybe they could of stayed shell and dropped the fuel prices.Must of cost millions.:blink:

The retailers make very little profit on fuel, they make their money from drinks, pies and ciggies etc

[Bytor]

I note that every store will have the interior replaced.
That will put money into the economy, for shopfitters.

Good to see that the call centre is returning to NZ.

and the pies are from NZ rather than Oz

[MisterD]

I'm not so sure about the branding myself...as soon as I saw it, my immediate thought was:

"Zed's dead baby, Zed's dead."

[Swoop]

and the pies are from NZ rather than Oz
Good.
Australia does not know how to make pies.

[avgas]

Meh.

Depends on lots of things. But I imagine everything we have will just be rebranded. However if the 7m paid for was not just the name (e.g. fuel cards via association) - could be a fatal mistake.

Don't forget we have had this all before with Challenge, Gull.......and a few others I can't recall anymore.
Sometimes a rebrand to make things seem local doesn't work......we still fall back to our old ways and keep buying from the big boys.

So I hope the rebrand is financial sense - not a marketing one.

[yod]

If profits are going to our super fund then I will, where possible, be purchasing from them.

[Scuba_Steve]

I'm not so sure about the branding myself...as soon as I saw it, my immediate thought was:

"Zed's dead baby, Zed's dead."

I'm with you I think they wouldda been better just using the name of the owner "Greenstone" or something better & the logo looks kinda shit too I can see they've styled it similar to infinity I guess trying to imply they're fuel goes longer or something but I still think it looks kinda shit. But as someone's said elsewhere its fuel, we all need it, they could name it 'dogshit fuel crap' & we'd still buy it just because we have little choice not to

[superman]

Feels more appropriate to fill up at a heroic ZORRO station rather than a hardened sea creature. :yes:

[Paul in NZ]

With the price of petrol they should have called it Beagle Boys Inc...

[Gremlin]

I use a lot of Shell.

Better food would be nice (but don't use it all the time). The fuel itself has been good and no ethanol blend, so hope that doesn't change, and they take Flybuys.

As was mentioned in the article, some of them are the last to offer actual service on the forecourt, which while I don't need, I appreciate others do, so it's nice to support that.

Now on top of all that, the money spent goes back locally... Very tidy and neat... :yes:

[oneofsix]

With the price of petrol they should have called it Beagle Boys Inc...

Understand the sentiment but its the oil companys, Shell, BP, Exxon, that are increasing their profits not the retailers like Z. Well I guess we will see now the retailer is separate from the oil company.

[Paul in NZ]

Understand the sentiment but its the oil companys, Shell, BP, Exxon, that are increasing their profits not the retailers like Z. Well I guess we will see now the retailer is separate from the oil company.

I know that, I'd just feel more comfortable giving my money to someone in a Beagle Boys 'crooks' outfit...

[mashman]

I know that, I'd just feel more comfortable giving my money to someone in a Beagle Boys 'crooks' outfit...

You've been doing that for years... they just take it via excise duty, ACC taxes, GST etc... :) Now they'll have a friendlier face :)

[Paul in NZ]

You've been doing that for years... they just take it via excise duty, ACC taxes, GST etc... :) Now they'll have a friendlier face :)

Yeah but thats soooo impersonal - I think Z missed a huge point of difference in their marketing effort...

[mashman]

Yeah but thats soooo impersonal - I think Z missed a huge point of difference in their marketing effort...

:rofl:... it's business, not personal :blink:. And what would that be?

[Devil]

Dont like the look of the brand at all. Should have kept Shell.

[MadDuck]

.....the pies, coffee and cupcakes will be nice!

Yipee! This is of course why I go to a "petrol" station.

Its bad enough at BP waiting for someone to finish getting their damn coffee before I can fuel up

[Usarka]

Shell have just announced their launch of the worlds first solar powered car.

[unstuck]

Yipee! This is of course why I go to a "petrol" station.

Its bad enough at BP waiting for someone to finish getting their damn coffee before I can fuel up

:2thumbsup:2thumbsup

[Fatt Max]

Looking forward to better pies

[Flip]

The retailers make very little profit on fuel, they make their money from drinks, pies and ciggies etc

Don't you believe this for a second. Yea there is no money in retail, ha ha ha, what a load of BS.

[Big Dave]

It's an oil company/service station. They could call it 'Big Dave is a legend' and it still wouldn't make any difference.

If I need fuel I'll stop. If I don't - I'll happily drive past.

Nice if you won the signage and printing tenders.

[Hitcher]

Interested to hear people's views on the brand look and story.

Insanity wrought by people who have absolutely no understanding of the value of brands.

Shell is an iconic global brand. Most people alive on the planet would recognise it in a heartbeat. Everybody in New Zealand would. People understand that Shell means fuel products.

Z? What the fuck is that? How do you pronounce it?

It's going to take years and squillions of dollars to establish the brand value that currently resides in the Shell brand. Paying a license fee to Shell surely would be a better strategy than discarding the superbly well known and replacing it with a lemon, I mean the completely unknown.

Greenstone aren't alone in their naivety about brands. The BNZ is equally ignorant and obtuse.

[Winston001]

Insanity wrought by people who have absolutely no understanding of the value of brands.

Shell is an iconic global brand. Most people alive on the planet would recognise it in a heartbeat. Everybody in New Zealand would. People understand that Shell means fuel products.

Z? What the fuck is that? How do you pronounce it?

It's going to take years and squillions of dollars to establish the brand value that currently resides in the Shell brand. Paying a license fee to Shell surely would be a better strategy than discarding the superbly well known and replacing it with a lemon, I mean the completely unknown.

Greenstone aren't alone in their naivety about brands. The BNZ is equally ignorant and obtuse.

10 characters totally agree

[spookytooth]

yup load of shit about nothing still just a gas station X theres a letter now wheres my 10 million

[skinman]

I see in sideswipe someone suggested that premium will have to be called ZZ Top:niceone:

[Oblivion]

I see in sideswipe someone suggested that premium will have to be called ZZ Top:niceone:

Price is $3.99 to cover up for all the expensive name changes. :bleh:

[Smifffy]

Why is this 'news'?

[Hitcher]

Why is this 'news'?

The same reason that the Double Down(TM) is news.

Use dictionary.com and look up "news".

[Smifffy]

The same reason that the Double Down(TM) is news.

Use dictionary.com and look up "news".

Thanks, I was using definition 4. The inclusion of the word intelligence in definition 1 clearly doesn't apply in this instance either.

It only really satisfies definitions 2 & 3, and that is unfortunately a reflection on the sad state of newspaper, radio, periodicals and television in this country. They will publish/broadcast anything it seems.

[Big Dave]

I saw my first advert for it last night.
Funny Kiwis.
What's a Zid?

[Edbear]

I saw my first advert for it last night.
Funny Kiwis.
What's a Zid?

An upside down Zip?

[Big Dave]

Never again will I suffer laughter at my 'sixes' in silence.

[Camshaft]

so long as they still use same fuel its allgud, vpower is best!

[Hitcher]

The same company that thinks service stations should be called Z also thinks that Wellington should be called Wellywood. Make of that what you will.

[Winston001]

Hmm...that's an alarming thought Hitcher, might sell Infratil. :facepalm:

You got it right earlier too - dissing a world-wide brand like Shell is just stupid. Ultimately Z/whatever sells petrol. It's a commodity. Most of us go to the nearest garage regardless of the sign outside. The only way to get an edge is to offer loyalty points (Flybuys) or some similar enticement. Only a percentage of people have access to fuel cards. Whether the service station is called Z or Shell matters not a whit, but at least Shell has been already known for generations.

Time for bed Zed...