Published: May 02, 2007
Although the weather in April was almost unbearably hot, a record-breaking 115,000 fans flocked to the Formula One Petronas Malaysian Grand Prix to support their favourite racing teams.
The large crowd at the Sepang International Circuit was a highly encouraging sign for the sponsorship efforts of Petroliam Nasional Berhad, better known as Petronas.
“Our nine years in motor sports have definitely made a huge impact. In European countries, they know immediately who we are and what business we are doing,” said Mohd Azhar Osman Khairuddin, senior general manager for corporate affairs of Petronas.
One major payoff to date is that Petronas is replacing Castrol as the premier partner for the BMW Sauber F1 Team.
The promotions are part of the company’s long-term plan to turn Petronas lubricant oil into a global brand on par with Shell, Castrol and Esso.
“We aim to be one of the world market leaders. Shell has tied up with Ferrari. Millions of dollars go to Ferrari in exchange for the top presence of Shell Helix lubricant oil throughout the globe,” Mr Azhar said.
“We hope to use the F1 marketing for strengthening [the Petronas] brand in Thailand as well.”
The Malaysian company entered the Thai market four years ago by taking over Q8’s 117 petrol stations nationwide from Kuwait Petroleum (Thailand). It spent $60 million redecorating the existing stations for the Petronas brand.
Because of Q8’s poor performance for nearly 10 years in Thailand, Petronas rebranded the company after the takeover. Amyn Mohamed Hussain, senior general manager for commercial and retail sales, admitted that Thailand was one of the toughest markets for newcomers. In the lubricant market, the company has 26 rivals across the globe.
He found from his two years’ working experience in the country that Thai motorists wanted not only to fill their vehicles’ petrol tanks and shop in minimarts, but they also need other services such as banking, laundry, restaurants, car care and even massages.
So, rebranding is insufficient, he said, adding that the company needed to inject more money to renovate the facilities and services in the stations.
“The exact budget is very hard to anticipate because it depends on location and requirements,” Mr Hussain said.
With market competition far beyond expectations, Petronas is focusing on consolidation rather than expansion. He said that high land prices and unfavourable retail oil prices were driving the company’s retail margins to almost zero.
As a result, the company set out to expand business in the higher-margin market, particularly lubricant oil, by introducing its Syntium lube product in Thailand last year.
Petronas is also a partner with Thailand’s energy flagship, PTT Plc, in the offshore Malaysia-Thailand Joint Development Area (MTJDA), covering 3,475 square kilometres.
Petronas has achieved an impressive performance and is one of the world’s top 10 oil players with a 42% growth in profits to US$18.6 billion last year. Of the total, 78% came from exports and international operations.
This website and sisters royaldutchshellplc.com, shellnazihistory.com, royaldutchshell.website, johndonovan.website, and shellnews.net, are owned by John Donovan. There is also a Wikipedia segment.
Royal Dutch Shell conspired directly with Hitler, financed the Nazi Party, was anti-Semitic and sold out its own Dutch Jewish employees to the Nazis. Shell had a close relationship with the Nazis during and after the reign of Sir Henri Deterding, an ardent Nazi, and the founder and decades long leader of the Royal Dutch Shell Group. His burial ceremony, which had all the trappings of a state funeral, was held at his private estate in Mecklenburg, Germany. The spectacle (photographs below) included a funeral procession led by a horse drawn funeral hearse with senior Nazis officials and senior Royal Dutch Shell directors in attendance, Nazi salutes at the graveside, swastika banners on display and wreaths and personal tributes from Adolf Hitler and Reichsmarschall, Hermann Goring. Deterding was an honored associate and supporter of Hitler and a personal friend of Goring.
Deterding was the guest of Hitler during a four day summit meeting at Berchtesgaden. Sir Henri and Hitler both had ambitions on Russian oil fields. Only an honored personal guest would be rewarded with a private four day meeting at Hitler’s mountain top retreat.
IN JULY 2007, MR BILL CAMPBELL (ABOVE, A RETIRED GROUP AUDITOR OF SHELL INTERNATIONAL SENT AN EMAIL TO EVERY UK MP AND MEMBER OF THE HOUSE OF LORDS: 
MORE DETAILS:
A head-cut image of Alfred Donovan (now deceased) appears courtesy of The Wall Street Journal.
