Aurora Downstream Energy Business Plan › Section 7 › Marketing & Sales Strategy

7.1 Market segmentation & targeting

Aurora Energy targets four primary customer groups, each requiring a
distinct route to market. Residential cylinder customers are reached
through a reseller and exchange network and through flexible access
models that lower the upfront cost barrier. Commercial and hospitality
customers are won through direct sales and service-level commitments.
Industrial, mining and agricultural customers are secured through
negotiated term contracts emphasising supply security and reliability.
Logistics and storage-service clients are engaged through
business-development relationships that monetise spare infrastructure
capacity.

Table 11. Customer segments and go-to-market
approach

7.2 Positioning & brand

Aurora Energy positions itself as the reliable, safety-first
integrated energy partner — the supplier that delivers when others
cannot. The brand emphasises supply security, safety and service,
supported by visible compliance with SANS and OHS standards, branded
cylinders and tankers, and a consistent customer experience. For
development-finance and ESG-conscious stakeholders, the brand also
foregrounds clean-energy access and local economic impact.

7.3 Sales strategy

Sales effort is concentrated where lifetime value is highest. A
dedicated key-account team pursues industrial, mining and large
commercial contracts that anchor base-load volume and underpin the
financial plan’s volume ramp. A regional sales and reseller-development
function builds the residential and agricultural network province by
province. Pricing operates within regulated maxima for LPG and
BFP-linked structures for fuels, with the Company competing on
reliability and service rather than discounting — protecting margin
integrity.

• Anchor contracts first: secure industrial and
  commercial base-load to de-risk early-year volumes before scaling
  residential reach.
• Network density: build reseller and
  exchange-point density in target provinces to drive cylinder turnover
  and brand visibility.
• Service as differentiator: guaranteed delivery
  windows, telemetry-managed tanks and safety support to retain high-value
  customers.
• Cross-sell: leverage dual LPG-and-diesel demand
  among industrial and agricultural customers to deepen wallet
  share.

7.4 Customer retention

Retention is built into the model through cylinder-deposit economics,
managed-tank and telemetry services, contractual supply arrangements and
consistent reliability. Switching costs rise once a customer relies on
Aurora-managed infrastructure and supply guarantees. The Company will
track service-level performance, delivery reliability and customer
satisfaction as core operating metrics, and will use its compliance and
safety record as an ongoing trust signal in a market where supply
interruptions and safety incidents are real risks.

7.5 Marketing investment

Marketing and customer-acquisition spend is modelled at a disciplined
share of revenue — sufficient to build reseller networks, brand the
cylinder and fleet assets, and support the key-account sales effort,
without the heavy advertising budgets of consumer-goods businesses. As
the network matures, customer acquisition shifts increasingly to
word-of-mouth, reseller pull and contract renewals, improving marketing
efficiency over the plan period.

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