ProJET

ProJET was a Malaysian petrol-station brand established in 1999 and associated with ConocoPhillips’ entry into the country’s fuel-retailing market. It was promoted as Malaysia’s first “Superstation,” a concept that combined conventional petrol refuelling with additional customer facilities and convenience retail. Stations accepted both cash and credit-card payments and were intended to provide a broader, more service-oriented stop than a basic fuel forecourt. The brand’s development involved several corporate partners. Dialog Group Bhd signed a memorandum of understanding with ProJET Malaysia Sdn Bhd to act as an authorised branded marketer and to develop, own and operate as many as 150 ProJET superstations, petrol-retail sites and convenience stores. ProJET was introduced in conjunction with ConocoPhillips and Sime Darby, and was described as the first foreign company in three decades to receive a Malaysian licence to operate petrol stations. The launch followed more than five years of petroleum-industry experience in the market and initially attracted attention because of its distinctive station format. ProJET nevertheless struggled to build a substantial position in Malaysia’s competitive petroleum-retail sector. By 2003, reports placed its market share at approximately 1 percent. The chain was concentrated mainly in the Klang Valley, including Kuala Lumpur and Selangor, although stations were also reported in other Malaysian states. At its peak, the network was reported to comprise up to about 40 stations, substantially below the original ambition of as many as 150 sites. To strengthen the non-fuel side of its proposition, ProJET in 2005 rented its convenience stores to Convenience Shopping Sdn Bhd for operation as 24-hour 7-Eleven outlets. This arrangement was intended to improve the range of services available to customers and to make the stations more competitive as all-day retail destinations. The brand ultimately disappeared after a corporate transaction involving its operating assets. In August 2007, Malaysian authorities approved Royal Dutch Shell’s acquisition of 100 percent of ConocoPhillips’ wholly owned subsidiary Conoco Jet (Malaysia) Sdn Bhd, which operated ProJET’s Malaysian retail-marketing assets. Following the acquisition, ProJET stations were remodelled and rebranded as Shell stations later in 2007. ProJET therefore survives primarily as a historical Malaysian fuel-retail brand rather than as an active operating chain.

ProJET entered Malaysia’s petrol-retailing industry in 1999 in association with ConocoPhillips and Sime Darby. Its arrival was notable because it represented the first foreign company in approximately 30 years to receive a licence to operate petrol stations in Malaysia. Rather than presenting itself solely as a fuel outlet, ProJET promoted the “Superstation” format, combining refuelling with payment flexibility, customer facilities and convenience retail. The expansion model involved ProJET Malaysia Sdn Bhd and Dialog Group Bhd. Dialog signed a memorandum of understanding to serve as an authorised branded marketer and to build, own and operate up to 150 ProJET superstations, petrol-retail outlets and convenience stores. The chain’s opening followed more than five years of experience in the petroleum business, but its commercial development remained relatively modest. By 2003, ProJET was reported to hold about 1 percent of the domestic petroleum market. Reports also described a network of up to approximately 40 sites, concentrated largely in Kuala Lumpur, Selangor and the wider Klang Valley, with additional locations elsewhere in Malaysia. ProJET attempted to broaden its proposition through convenience retail. In 2005, it leased its convenience-store operations to Convenience Shopping Sdn Bhd, which operated the spaces as 24-hour 7-Eleven stores. The arrangement was intended to improve the customer offer and increase the usefulness of the stations beyond fuel purchases. The brand’s independent operation ended in 2007. In August of that year, Malaysian approval was granted for Royal Dutch Shell to acquire all of ConocoPhillips’ wholly owned subsidiary Conoco Jet (Malaysia) Sdn Bhd. Conoco Jet operated the ProJET retail-marketing assets in Malaysia. After the transaction, the ProJET stations were remodelled and converted to Shell stations in late 2007. The change brought the chain’s history as an independent Malaysian petrol-station brand to a close.

• 2007

  ProJET stations rebranded as Shell

  [1]ProJETen.wikipedia.org

  After Shell received approval to acquire Conoco Jet (Malaysia), ProJET’s operating entity, the stations were remodelled and converted into Shell locations.

• 2005

  Convenience stores move to 7-Eleven operation

  [1]ProJETen.wikipedia.org

  The brand leased its convenience-store spaces to Convenience Shopping Sdn Bhd for operation as 24-hour 7-Eleven outlets.

• 2003

  Reported market share remains small

  [1]ProJETen.wikipedia.org

  ProJET was reported to control about 1 percent of Malaysia’s petroleum market.

• 1999

  ProJET established in Malaysia

  [1]ProJETen.wikipedia.org

  ProJET entered the Malaysian petroleum-retail market and promoted a combined fuel, service and convenience-retail station format.

• 1999

  Dialog signs expansion memorandum

  [1]ProJETen.wikipedia.org

  Dialog Group Bhd signed a memorandum of understanding with ProJET Malaysia Sdn Bhd to develop, own and operate as many as 150 branded superstations, petrol outlets and convenience stores.

A Malaysian fuel-retail and convenience-service brand built around the “Superstation” concept: combining refuelling, cash and credit-card payment acceptance, extended customer facilities and convenience shopping.

• Petrol stations · 1999

  ProJET Superstations

  ProJET’s core format was the Superstation, a Malaysian petrol forecourt designed to combine fuel refuelling with broader customer services. The stations accepted both cash and credit-card payments and included convenience-retail space and additional facilities intended to make them more comprehensive stops than conventional fuel outlets.

• Convenience retail · 1999

  ProJET convenience stores

  Convenience retail was an important supporting element of the ProJET station model. In 2005, the brand’s store spaces were rented to Convenience Shopping Sdn Bhd and operated as 24-hour 7-Eleven outlets, providing customers with access to everyday retail products alongside fuel services.

• 2007

  Retail assets transferred to ShellM&A

  Background

  ConocoPhillips’ Malaysian fuel-retail business operated through Conoco Jet (Malaysia) Sdn Bhd under the ProJET name.

  Action taken

  Royal Dutch Shell acquired the subsidiary after receiving Malaysian regulatory approval, and the ProJET stations were remodelled as Shell stations.

  Aftermath

  The ProJET brand ceased operating as an independent petrol-station chain in Malaysia.

  Source

• 2005

  Outsource convenience-store operations to 7-ElevenStrategy

  Background

  ProJET sought to improve its station proposition by strengthening convenience retail and extending customer services.

  Action taken

  The company rented its convenience-store spaces to Convenience Shopping Sdn Bhd to operate 24-hour 7-Eleven stores.

  Aftermath

  The arrangement expanded the retail offer at ProJET locations, although the brand was later absorbed into Shell’s network.

  Source

1. 1ProJETen.wikipedia.org