In January Topaz and Toyota announced a new partnership which sees four new Toyota cars being supplied for the Topaz Play or Park. Paul Candon (l) is pictured with Laura Murphy, loyalty manager Topaz and Steve Tormey, deputy managing director, Toyota Ireland Clever marketing and a culture for continuous change sees Irish owned Topaz remain one of the most recognisable and trusted fuel brands in Ireland, says the company’s marketing director Paul Candon. Topaz keeps Ireland moving, we like to say,” says Paul of the business that is 100% Irish owned, and has 330 service stations nationwide. It also has a strong interest in the aviation, marine, gas oil and lubricants market and services the needs of an estimated 250,000 home heating customers. In its distribution business the company sells home heating oil to Topaz owned businesses north and south of the border and to authorised distributors – some of which use the Topaz brand and others who choose to use their own brand. A trusted brand Paul outlines how Topaz, which employs 1,700 people is one of the most recognisable fuel brands on the island and is what people consider a trusted brand. “We have been delivering home heating oil for over 35 years, first as Shell, then Statoil, and in our current guise as Topaz for the last six years.” The trust that consumers have in Topaz has helped it to remain one of the biggest players in the industry – an industry that has suffered considerably during recessionary times not least from the issues with fuel laundering. “People are concerned about laundering and the product they receive,” Paul says highlighting the prevalence of fuel smuggling, mixing and laundering in border counties. “It’s estimated that 10% of diesel is laundered,” he adds. “This represents a loss of around 3.5 million euro to the Irish government and also a sizeable revenue loss north of the border.” Paul believes however that the ROM returns that traders are now required to make, following the introduction of such measures by the Irish Revenue just over 12 months ago, has helped to make businesses more accountable and has gone some way to counter the serious problem of laundering. “There has been an uplift in business over the last 12 months which I can’t attribute fully to the introduction of ROM, but there could be a connection.” He also believes that Ireland has turned a corner and is coming out of recession, which is helping to improve overall business. “North of the border where Topaz commands around 8% of the home heating market, business has remained a lot steadier over the last few years compared to the shakier Republic where it has about a 20% market share.” Driving change At Topaz, the company serves to drive change continually and review its strategies regularly. “There is a culture of continuous improvement and change with new ideas considered on an ongoing basis,” Paul explains. Within the last 12 months Topaz has introduced a Play or Park loyalty scheme for customers, where points are gained for making purchases of any description at Topaz. The scheme has been a great success story offering customers an incentive to fulfil all their fuel needs with Topaz. One of the great advantages of the system, which currently has 270,000 customers registered, is that it now has a direct marketing route to customers enabling the company to see and trace spending habits and market accordingly. Going forward, Topaz plans to increase its share of business in Northern Ireland and has recently brought new people in to prepare for the task. It also hopes to look at online sales and how much this arm of the business can be grown. Another aim in its medium-term future is to look outside Ireland and at expanding into the UK and Europe, where it sees some room for expansion. At present in the Republic, the company is happy to consolidate its position and continue to market itself as a quality and trusted brand and one that can compete on price and value – highlighting that the Topaz experience is a total package and value is not always just about price. Paul uses the analogy of buying batteries:” If you were going to buy batteries, would you buy a brand like Duracell or a shop’s own brand? Price is one thing but value is something else entirely.”

Since Drury Oils was set up 12 years ago, the company has grown into a stronghold business in the Roscommon town of Ballaghaderreen writes Irish correspondent Aine Faherty. Its formula is arguably a simple one – an independent, authorised Texaco Oil distributor providing a top of the range oil service along with ancillary products that complement the business perfectly.   Small beginnings When owner Adrian Drury started the business in 2002, a skeleton staff operated from a small yard with just two 40 foot storage tanks. Adrian drove the company’s sole delivery truck and took orders out on the road whilst wife Fiona looked after the administration. As the business grew Adrian employed additional staff and a new depot was built with storage capacity for 110,000 litres of kerosene, 75,000 litres of gas oil, 75,000 litres of derv and two 70,000 underground petrol storage tanks.   Sales from the forecourt and making deliveries Today the company operates a pump service for road diesel, petrol and kerosene, which is sold in 20 litre drums. “This is an important arm of the business which has grown over the last few years,” said Adrian. “We also sell solid fuel in the form of coal and briquettes which has proved to be a good addition.” The Drury Oils forecourt does not have a convenience store. “Our location in an industrial park doesn’t have the passing trade to allow for it,” explained Adrian. The company also sells fully bunded and single skin Platinum Tanks and tank locks – a big seller in recessionary times. “Customers want locks as a deterrent to a would-be thief,” says Adrian. Drury Oils also stocks a range of lubes and engine oils. Although depot sales are important, the company’s home heating delivery service accounts for most of the business. Over the winter months and at other busy times, Drury Oils operates four delivery trucks – one that Adrian drives, another driven by a full-time operator and two others with seasonal drivers behind the wheel. “This market is still buoyant, but the commercial side isn’t as big as it once was,” said Adrian. “I pulled away from filling stations when an increasingly dodgier element began creeping in. I’m holding my own in these challenging times and still have good customers and a strong pool of suppliers. “We should all be talking to each other, and we should make sure that if we’re owed a lot of money, we tell others about it so they don’t get their fingers burned too”    Sharing information and not selling yourself short “I would advise anyone in the distributor market to ensure that they get paid for product. We should all be talking to each other, and we should make sure that if we’re owed a lot of money, we tell others about it so they don’t get their fingers burned too. “I also think distributors should have a minimum delivery – one that they can actually make money on, and stick to it,” added Adrian. “For me a drop of €150 is only feasible in the local town – it wouldn’t be worth travelling 10 miles for a drop of that size. “We’d all love to get the 1,000 litre drops but it isn’t happening at the moment. It’s a price conscious and cut throat industry right now but people should remember that they also need to survive.”   In the summertime In the summer months, Drury focuses on a strong agricultural market where it has a number of loyal, local customers, and despite the slowdown in the sector, the company has a select band of hauliers that remain on its books. Marketing and promotional plans are also put in place – marketing the Drury Oils brand and product both locally and online is never underestimated. “We’ve recently invested in freshening up our website, the revamped site now has a very modern feel and is easily navigable,” explains Adrian. Having tried to grow the business further in bad times, when conditions are better and the time is right, this amicable businessman wants to steer his business in an upward direction once again.

Expansion amongst other things has been high on the agenda for Top Oil this year. Having recently signed deals with two new authorised distributors, the company is committed to developing its brand and maintaining its foothold as a market leader across the fuel sector. John O’Donovan, national reseller manager with Top Oil says the company prides itself on providing a true end-to-end solution from port to pump, to ensure the best quality products for Irish consumers. New partnerships Talking to Fuel Oil News’ Irish correspondent, Aine Faherty, he outlined how the group has concentrated on forming partnerships with/supporting authorised distributors across the country. “The investment we’ve made in the brand over the last 12 months has been very well received,” he explained. Whilst in recent years, Top has seen the industry move away from contracted and branded distributors, the company believes that this has shifted, with distributors now recognising the importance of having a national brand on their fleets and in their depots. “With some uncertainty on how supply lines will develop over the coming years, distributors are re-evaluating their position and this is working in our favour,” adds John. He believes that it’s not just price attracting resellers to the brand, but also the extra support and backup it offers. “The last few years have been difficult for oil distributors, volumes have fallen and there are tighter margins,” he told Fuel Oil News. “Distributors have had to adapt to facilitate lower order sizes, overhead reductions and changing customer credit culture.” Killarney Oil is one of Top Oil’s newest authorised distributors. As a business that has been operating since 1991, it supplies the domestic, commercial and agricultural sectors in the County Kerry tourist town, as well as the hospitality sector – servicing a large number of hotels and B&Bs. According to Asumpta O’Donoghue, who manages Killarney Oil with brother, James, the company chose to partner Top Oil because it is a national brand with a well established network across the country, and in particular, Kerry. “We believe that by being a branded distributor, delivering quality assured products, it gives our customers peace of mind,” she commented. Asumpta also believes that the business support and advice they get from the Top Oil team is an important aspect of the partnership. “They keep us up to date on changes in the industry, stock management, credit, pricing and marketing. Last winter when there were issues with kerosene supply across the country, we were always supplied with product, which was invaluable.” With a clear focus on developing its network of authorised distributors, Top Oil’s latest signing is Doran Oil of Cashel, Co Tipperary, bringing the total number of distributors to 30.

Following the very mild winter of 2011/12, many pundits were predicting that 2013 would see a number of distributors exit the business. Largely due to a winter that extended up until May over which time sales of kerosene rose, this did not happen.

“We have to be careful that consumers are given the correct information,” said David Blevings, spokesman for the Northern Ireland Oil Federation (NIOF), in response to the launch of the Crumlin Oil Club Unrealistic savings “The club’s publication refers to some GB schemes saving participants between three and 6ppl; this maybe the case in GB, but with a highly competitive local market in Northern Ireland, where 275 distributors supply around 500,000 homes, these savings are frankly not realistic. Reviewing the Fuel Oil News Price Totem the actual distributor margin in Northern Ireland is somewhere between 2 and 4ppl – the saving’s just not there. “Many oil clubs are making comparisons based on the £1 plus per litre for a 20-litre oil drum, which includes the drum’s cost. Consumers have moved past buying drums; most households will have procured two or three drums which they use to fill up at the forecourt kerosene pump. Over the last two years, the biggest growth in kerosene has been at the pump; in rural areas the majority of retail sites now sport one.   For emergency use only “The growth in the drum business is a concern; there are clear health & safety issues when carrying kerosene in cars, and there’s potential for environmental contamination from drips/spillages as it’s poured into the household tank. “Small oil drums are for emergency use only. They should provide a small amount of oil – often in an out of hours run out situation – allowing the householder to heat their home until a distributor can visit the next day. They’re not promoted as a method for heating a family home and we continue to discourage consumers from using them, except in an emergency. “We’re convinced that the future for oil consumers is a viable pay as you go system similar to that operated for gas and electricity. Along with OFTEC we continue to lobby minister McCausland to introduce the new technology that has already been developed locally by Kingspan and Carillion.   Prepare ahead for winter – ensure your customers know what payment terms you offer “In this difficult economic period, NIOF is only too aware of the impact increased energy costs have on consumers. We’re not against oil clubs per se, but consumers should be given the correct information on potential savings. “As a responsible industry, numerous products are already offered to help consumers budget for annual fuel requirements. Putting money aside each week into a budget payment scheme such as PayPoint and Council stamp schemes, can deliver all oil requirements over the winter period. Most distributors will accept direct debits and many operate their own savings schemes. These schemes are ideal as the consumer can build up credit and/or budget to buy a more economical amount of oil and control their fuel spend.” Planning ahead of winter, distributors should ensure that customers are frequently reminded as to the options available.

Killybegs – where Donegal has a depot Some lucky decisions and a keen share of the marine and lubricant markets have helped give one distributor a positive outlook in recession, writes Irish correspondent, Aine Faherty. “All markets are contracting but we’re maintaining our own and growing market share where we can,” says Arthur McMahon, managing director of the Letterkenny-based Donegal Oil Company. In the last two years, the company’s lubricants sector has seen growth treble as great strides were made in gaining market share. The marine industry is also an important component with business from the fisheries and exploration industries in both winter and summer. The exploration industry is serviced from the port of Killybegs, where Donegal also has a depot. If oil exploration develops further off the west coast of Ireland – something largely determined by global oil prices – Arthur is hopeful there will be a beneficial knock-on effect on his business. Presently, the company, which was formed by Arthur’s grandfather in 1954, operates in four areas with its core being home heating oil, delivered countywide from Falcarragh to the north and Killybegs in the south. The company also supplies diesel to agricultural, commercial and small retail customers. There are 30 full-time staff and 15 tankers, ranging from mini-tankers to full articulated trucks. Now with his grandfather, father and brother Barry acting as non-executive directors, Arthur is the first McMahon to have a hands on role as managing director. Firmly in the driving seat, he looks to the future with positivity. “When everyone else was getting bigger, we didn’t join them,” he said. He recalls how the company sold two filling stations in 2006 and 2007. “Good business decisions on our part which I would best describe as ‘lucky’ now. Thankfully we’ve no big legacy of debt and we’re happy enough with business, at the moment.” Many of Donegal’s customers and suppliers are, however, under pressure from the banks. “This constitutes a bit of a squeeze on everything and costs are controlled accordingly,” he added.Maintaining a good reputation The Donegal Oil Company has a strong association with Topaz – a brand Arthur says is synonymous with quality. Although cheaper options for oil are available, he believes that people appreciate brands they can trust. Acknowledging the substantial amount of illicit home-heating practices around, with cross-border smuggling and laundering operations in full swing, Arthur admits such activity is “very frustrating” for legitimate players. To remain disassociated with such practices and to keep reputation intact, the company supplies a number of small rural filling stations on an on-going basis. “This needs to be all or nothing. We’re not willing to share business,” he says explaining that if its brand were to be seen at a station which was also being supplied in the middle of the night by another lorry, this would have a detrimental effect on business. “A good reputation in business is next to impossible to claw back.”

Celebrating 20 years in business, Jerry Cosgrave and Leon Byrne beside McConville Oil’s tanker McConville Oil is run by Jerry Cosgrave who took over the business from his father-in-law Dermot McConville eight years ago in what was a very different operating time “It was push, push, sell, sell and no-one worried about credit,” he says. In such busy times Jerry could have put another tanker on the road but now he is very glad that he did not opt for expansion. “I would be carrying significantly more overheads in a market where volumes have almost halved and there is little or no consumer confidence,” he told Irish correspondent, Aine Faherty. McConville Oil operates just one tanker bought in 2007, which Jerry drives in addition to taking all the orders on the road, backed up by Leon Byrne, a part-time administrator in the office. In operation for 12 years, prior to Jerry’s acquisition McConville Oil had developed a reputation for reliability so he retained the name and secured a contract with Top Oil. The bulk of business is done within a 12-mile radius of its Graiguenamanagh base in Co Kilkenny where domestic home heating oil is the main seller throughout the winter months. Over summer where once there was some road diesel business from construction accounts, Jerry now relies solely on the farming industry and might just work on the basis of a three-day week spread over five or six days. Although rewards are not massive, Dermot reports a good living which he is very happy with. A few years ago tanks were installed in the yard and investment was made in a bottom loading skid. Now, while there are no capital spending projects in the pipeline, it is hoped that temperature compensation probes will be installed in his lorry before September. At a cost of €700 to fit, it could give a saving of €4,000 to €5,000 per year. In the future, Jerry also hopes to utilise a mobile fuel management system if a cost effective solution for the small operator is available; presently outlay for software would not be feasible. Since January, like all oil distributors, he has adhered to strict revenue reporting guidelines on the movement of oil. Initially quite a challenge, Jerry now says that despite the extra paperwork involved, it enables him to keep a tighter control on stock movements. He does, however, remain to be convinced that this will meet its intended purpose, to grind fuel laundering practices to a halt. As many quit giving people credit, Jerry still extends credit to his oldest customers as a form of goodwill for their continued custom. Burned by big players, he has entered into payback plans; one owing a large sum is repaying at the rate of €100 per month. “It’s better than fighting with them,” he says. Jerry feels the future of oil is fairly secure, “especially in rural areas where gas is still not an option. Unless it becomes much more expensive, which I think is unlikely. “Most people would revert back to oil if it cost €1000 for 600 to 700 litres, which is about 20% cheaper than it currently is in Ireland. “And I think it could happen,” he says optimistically.