Context

Lang Energie AG and Osterwalder Zürich AG are active in mineral oil trading. Osterwalder Zürich AG was acquired by the Lang Energie AG family holding company in 2021. Together, the companies now operate around 120 AVIA petrol stations, trade in combustibles and fuels for major customers and end consumers and trade in lubricants. This is supplemented by offers for electromobility via the joint venture AVIA Volt Suisse AG, a hydrogen refuelling station and biodiesel.

Challenge

Lang Energie AG and Osterwalder Zürich AG have been under the same roof for almost 3.5 years. The market has become more dynamic and competition is intensifying. Together with the client, a clear joint positioning is developed that sets the company apart from the competition and thus forms the basis for substantial future growth. The next step is to implement the developed positioning with Lang Energie AG and Osterwalder Zürich AG. This includes revising the website, including photo and video shoots and SEO optimisation. LinkedIn also increases the visibility of both brands. The target group can also be reached acoustically with a podcast.

Approach

Surveys of customers and employees as well as analyses of competitors and trends in the market form an important basis for answering the positioning question. The results of this analysis are discussed and interpreted with the client in a workshop. The resulting conclusions form the basis for the development of the USP, value proposition, values and finally the positioning statement and corporate vision. In addition, a podcast is produced to which leading energy experts are invited. The podcast will be moderated by a member of the Executive Board.

Lang Energie AG and Osterwalder Zürich AG

Project

Branding, positioning, website redesign, podcast

Industry

Heating oil, Energy

Partner

Country

Switzerland

Implementation

Since 2023

Contact

BRAND AFFAIRS AG

Silvan Maximilian Hohl

Result

Through the repositioning of both companies, the correspondingly revised website, stringent LinkedIn communication and expert positioning through a podcast, Lang Energie AG and Osterwalder Zürich AG stand out from their competitors and attract positive attention from their target group. These communication measures also make it easy to implement any strategic changes.

"Thanks to the support of Brand Affairs in our communication strategy, we can strengthen our market position and significantly increase the visibility of our brands. With the podcast, we want to contribute to further strengthening our expert positioning and consolidating our image as a leading company in the energy sector. The collaboration with Brand Affairs is very valuable to us and we are delighted with the results of the communication strategy."

Karl-Paul Zwick

Head of Corporate Development and IT, Lang Energie AG and Osterwalder Zürich AG