Downstream · Marketing & sales
Marketing & sales
Refining and distributing is not enough: you have to sell, at the right price, to the right customer, under the right brand. Marketing is the trade that brings the money in — and, in a country where the pump price is regulated, the one that demands the most rigour.
What “selling” means in a regulated market
In Chad the pump price of fuels is set by ARSAT, the regulator. Marketing is therefore not played on the posted price but on three things: the cost structure beneath the price — supply, transport, distribution margin —, the availability of product where it is expected, and the customer relationship. Our note “what a litre at the pump is made of” covers the first; this page covers the other two.
Four segments, four ways to sell
- The pump — households and small businesses, served by the station network, the online shop and Mobile Stations™ in rural areas. The lever: loyalty (EnerClub™) and regular supply.
- Industry and fleets — mines, construction, hauliers, agribusiness: supply contracts, on-site delivery, Carte EnerPro™ for consumption tracking. The lever: traceability and guaranteed availability.
- Aviation — Jet A-1 into-plane at airport platforms, with the quality chain this product demands.
- LPG — the household cylinder, alternative to wood fuel, and industrial gas: a volume segment to build with local distributors.
Supply and trading: the other half of the trade
Until the mini-refinery reaches capacity, part of the products is imported. Buying at the right time, on the right incoterm, with the right currency hedge, and managing safety stocks: that is the role of trading and supply, hand in hand with the Transport & Storage pole for transport and storage. The margin is made — or lost — here.
What we put in place
EnerClub™ for the pump, Carte EnerPro™ for fleets, NRJ+™ for the shop: three brands, one relationship.
Supply, on-site delivery, customer-side storage, consumption tracking; one contact per account.
Order energy in a few clicks for professionals: LPG, lubricants, delivered fuels.
Publishing the price structure and our margins: the EITI rule applied at the pump.
Benchmarks
| Segment | Products | Channel |
|---|---|---|
| Pump | petrol, diesel, LPG | stations, Mobile Stations™, shop |
| Industry & fleets | diesel, lubricants, bitumen | contracts, on-site delivery |
| Aviation | Jet A-1 | airport into-plane |
| LPG | cylinders, bulk | distributors, shop |
Segments targeted at commercial opening; the company is being incorporated.
Read next
Continue in Refining & Distribution
From the depot to the pump: the journey in six steps
Every litre sold follows the same controlled path — and every step has its indicator: service rate, cost per kilometre-litre, batch compliance. The modular mini-refinery is a dated target, not a day-one capability: at launch the molecule enters through regional import into three storage hubs — N’Djamena, Moundou, Abéché — and is produced in-country as local refining ramps up.
Sourcing to specification
Controlled import today, local production targeted tomorrow: every batch comes in with its certificate of conformity.
Depot & storage
Reception, custody metering, regional buffer stock: the depot absorbs the shocks of the supply corridor.
Planned transport
Optimised rounds, a dedicated tanker fleet, telematics and road-safety rules: deliver the right volume, on time, without incident.
Point of sale
Tchadium stations, Mobile Stations™, approved resellers and business delivery: six routes to the customer, one standard.
Quality & traceability
Batches tracked to the pump, unannounced checks, specifications on display: trust is measured, not declared.
Service & loyalty
Shop, local services, business offers and a loyalty programme (target): the station becomes a place of life, not just a stop.
Quality · Proof
A fair litre is not declared: it is proven.
The chain of proof built from field to depot — numbered seals, weighbridge checks and contradictory dipping (logistics), certificate of analysis for every batch (refining) — ends at the station. Here is the last link.
At every station delivery, a sealed, numbered sample is kept. If a litre is ever questioned, we compare against the depot batch — not against memories. It extends the corridor custody chain all the way to the pump.
Pumps gauged and calibrated at a set frequency, with a dated metrology certificate displayed in the station. Customers do not take our word for it: they check. The fair litre is a commitment of scales, not of communication.
Every batch enters with its certificate of analysis; molecular fuel marking targeted, in support of national anti-adulteration programmes, as run by East African regulators. Adulteration and the parallel market are fought in the laboratory.
Target protocols · company in formation — the custody chain and per-batch CoAs are described on the logistics and refining pages.
LPG · Safety
The bottle against the axe — safely.
Gas only replaces wood fuel if every cylinder inspires trust. The Tchadium deposit system comes with a controlled life cycle and simple habits at home.
Periodic pressure testing and requalification targeted for the deposit fleet, valve check at every pass through the centre, withdrawal of aged or corroded cylinders. A cylinder that circulates is a cylinder that is inspected.
Cylinder weighed in front of the customer (tare and fill legible), new seal, leak check before hand-over. A Tchadium exchange point is not a swap: it is a controlled act.
Compliant 28-30 mbar regulator, soapy-water test at the slightest doubt, cylinder upright and ventilated — and never a flame to look for a leak. Simple habits, repeated at every point of sale.
Target protocols · company in formation — NF EN 589 targeted; 6 and 12.5 kg formats detailed in the shop.