Shell Ghana is hoping to be rebranded as VIVO Energy by end of March this year. The move which is subject to management approval will however affect only its corporate-brand and offices but exclude the service and commercial stations.
The rebranding has been necessitated by changes in the shareholding structure of Shell’s businesses in some 21 countries in Africa. Such developments usually come with job-losses and management changes but this is not expected to happen at least in Shell Ghana.
Managing Director, Omar Benson tells JOY BUSINESS there will rather be more recruitment and investments in the business. “It very different from what has happened so far in the same industry. Shell is not leaving Ghana. For example at the staff and management level there would be very limited or no change. Throughout the company no change is anticipated at this stage. We are rather anticipating growth in the company because the new shareholders are coming with resources for that” he said.
Shell P.L.C last year entered into a joint venture agreement with Vitol Group and Helios Investment Partners for 1 billion dollars. This saw the company dispose some of its interest in its retail fuel and lube business as wells as marketing in Africa to the two firms. Shell will however continue to have some significant holding in the new arrangement.
Mr. Benson adds the rebranding would also lead to no change in its service delivery and marketing strategies. He noted “With respect to the consumers and customers, there would be almost no change. They would go to the same place, buy the same products and use them in the same way. We have not planned to change anything in terms of pricing and marketing strategy. All our products and services would continue to be available and the only change our customers and partners could expect is a company that will grow at a faster rate compared to some years back”.