PRIDE GAS.
CREATION OF THE №1 NETWORK FOR SERVICING AUTOGAS EQUIPMENT IN UKRAINE
GOALS
1) Develop and execute a six-month multi-vector marketing strategy to expand the partner network and stimulate consumer demand, aiming to grow the distributor base beyond 10 new partners.
2) Lead a comprehensive rebranding and establish a clear brand architecture, dividing the portfolio into PrideGas (LPG systems) and Pride (equipment) to clarify company positioning and market focus.
3) Reposition PrideGas from a “budget” solution to a high-ROI investment, reframing LPG installation as a smart financial decision for the middle-class car segment ($20K+ vehicles).
Thanks to this cooperation, the number of our service stations has grown from 10 to 48 throughout Ukraine, including 18 regions.
Partnered with BRSM Nafta, Ukraine’s leading propane-butane network, to launch an innovative cashback ecosystem: 10% cashback to clients, 6% to partners, 4% to PrideGas. The program has attracted the attention of more than 4,000 customers.
ABOUT CLIENT
PrideGas is an official partner of the world-renowned manufacturer of gas cylinder systems AEB (Italy). and also personally owns six service stations in eastern Ukraine. Today, it is one of the largest partner networks in Ukraine for the installation of gas cylinder systems and provides a wide range of services (including 45 service stations).
RESULTS
MARKET OVERVIEW
In 2019-2022, the propane-butane market in Ukraine is experiencing a local surplus: imports are reaching record volumes thanks to active supplies from European traders and a variety of sources — Turkey, Romania, Egypt, Poland, and Hungary.
Demand for LPG system installation remains fairly stable, with 1,000–1,200 cars being converted each month.
Competition is extremely high: there are more than 80-90 active importers on the market, with new companies joining every day.
Most of the cheap equipment on the market comes from China—demand for it remains consistently high due to its low price, despite its simplified design and lower quality.
The Ukrainian market is dominated by well-known European brands, primarily from Italy and the Netherlands, which are distinguished by their superior quality and innovations in the field of LPG equipment:
Italian: Landi Renzo, OMVL, Bigas, BRC, AEB (modulating electronics, often used in local developments), Tomasetto.
Marketing challenge:
When I joined PrideGas, the company had a partner network of 10 partners and distributors who resold products. The market was highly competitive. It was clear that in order to be successful, we needed to significantly expand our partner base and stimulate end-user demand for PrideGas equipment.
Strategy design №1
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Develop and execute a six-month multi-vector marketing strategy to expand the partner network and stimulate consumer demand, aiming to grow the distributor base beyond 10 new partners.
-
Lead a comprehensive rebranding and establish a clear brand architecture, dividing the portfolio into PrideGas (LPG systems) and Pride (equipment) to clarify company positioning and market focus.
-
Reposition PrideGas from a “budget” solution to a high-ROI investment, reframing LPG installation as a smart financial decision for the middle-class car segment ($20K+ vehicles).
MARKETING STRATEGY
Position Statement
For drivers who take long journeys or spend extended time behind the wheel, Pride is a gas equipment brand that transforms your car from an expense into an investment by switching from gasoline to more economical gas, because offering comprehensive support not only at installation but nationwide through the PrideGas partner network across Ukraine and backed by a five-year warranty on the equipment.
Target Audience
For those who don’t want to feel unable to pay for gas — but want to feel like an investor instead.
Strategic decision №2
My task as a communications specialist at PrideGas was to reposition the brand to make it attractive to the ambitious middle class—owners of cars worth more than $20,000. Consumer research showed that potential customers were reluctant to install gas equipment, fearing that it would make them appear frugal or poor. To overcome this stigma, we reframed the installation of gas equipment as a smart investment with long-term returns, rather than simply a cost-saving measure for people with limited financial resources. In the highly competitive LPG sector, we uncovered a powerful insight: Many drivers hesitated to install gas systems not because of doubts in the technology — but because they didn’t want to look like they were simply “trying to save money.”
Instead of selling LPG as a “cheap fuel alternative,” we launched a bold positioning shift: LPG is not about saving — it’s about earning. A car with an LPG system isn’t a compromise. It’s an income-generating asset. Key idea: “The more you drive — the more money you make.” We built the campaign on hard numbers (218% annual ROI on fuel savings) and gave it an emotional edge. Drivers didn’t just feel smart — they felt like savvy operators. Our new brand positioning focused on the idea that installing a gas system is an investment that brings in money, not an expense. By calculating the savings on the price difference between gasoline and gas, we determined that the average annual return on investment is an impressive 210-240%. Launch of the “HIT THE GAS” campaign. To bring this new position to life, we launched the “Gas up with a 218% annual return!” campaign. This slogan boldly and inspiringly demonstrated the financial benefits of using gas equipment.
Strategic
decision №3
Turning cash back into shared revenue with BRSM Ukraine’s top LPG network
As part of our strategic partnership with the Ukrainian propane-butane market leader, the BRSM Nafta filling station chain, we launched a joint cashback program that proved to be a real breakthrough for customers, partners, and PrideGas itself. Each liter of gas purchased by customers earned them 10% cashback, partners received 6%, and PrideGas received 4%. This transparent scheme allowed all participants to benefit from every liter refueled and formed a sustainable loyalty ecosystem.
The results exceeded expectations: over 20,000 clients received personalized PrideGas–BRSM cashback cards; website traffic grew by 65% within the first three months, reaching more than 45,000 unique visitors. This collaboration further emphasized our position that by partnering with us, you earn money on every litter of gasoline. This was clear to consumers, network partners and stakeholders.
K. Kastanyan, CFO & Co-Owner, PrideGas
Anastasiia Zaria played a key role in scaling PrideGas. Thanks to her strategic marketing approach, we refreshed our brand architecture, strengthened our positioning, launched a successful marketing campaign, and expanded our network. Her work is professional, systematic, and delivers measurable results