www.eni.it

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eni’s vision and our way forward

� significantly increase our business and the presence of the eni brand across Europe

� leverage our sales and market efforts through distributors in non-affiliate countries

� work with strong, capable and reliable distributors on a trustful basis

eni – the way to a new identity

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distributor brand manual

… should help you to migrate from Agip to eni

… will give you and your people guidance on how to position the eni brand

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i-Sint support materials

oil stickers

print advertising brochure

conversion tablecustomer info

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i-Ride support materials

poster

print advertising brochure

conversion table

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eni Distributor Portal (eDP)

� will provide information in an efficient and transparent way todistributors and will support their business

� 3 steps approach� Q3/4 2011

� marketing support materials

� technical info / ALIS

� order management

� policies

� 2 nd half 2012 � e-learns (basic training tools)

� 2013 � e-order management system

www.eni.it

eni Product Launches 2011

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� eni i-Sint Line

� eni i-Ride Line

�World of Racing

Content

www.eni.it

i-Sint launch

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i-Sint - Enjoy Technology

� eni i-sint line has been technically designed for covering the following three main aims:

� meeting all main needs of customers

� simplifying the product offer

� allowing an easy recognition of the application of the products

� Products have been selected from eni European product lines

� Launch date: June 2011

� Pack types: Bulk, IBC, Drum, Keg, Pail,

bottles 1l / 5l (from Gava) and 1l / 4l (from Livorno)

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� be a “Technology Player” today and in the future

� position all products according to empowerment and customer focus

EMPOWERMENT

Customer Focus

POWER

PHILOSOPHIETECHNOLOGIE QUALITÄT

innovative

360°Energy Open

and sustainable

Development competency

eni Research

eniLubricants

New Positioning

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The final new line: three product families

� eni i-sint Tech

� products family including engine oils meeting the most stringent and specific requirements of car manufacturers

� eni i-sint� products family representing the main-line, with universal products (multi OEMs approved), including very high quality lubricants, mid/high quality products and base quality products

� eni i-sint Professional� products family meeting basically the most relevant API and ACEAspecifications. These lubricants are mainly for car workshops

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i-sint professionali-Sinti-Sint tech

5W-40API SM/CF

ACEA A3/B4VW 502.00+505.00

MB 229.3BMW LL01

GM LL-B-025Porsche A40

Renault RN0700, 07105W-40

API SL/CFACEA A3/B4-0410W-40

API SM/CFACEA A3/B4

VW 502.00+505.00MB 229.3

10W-40API SL/CF

ACEA A3/B4-04MB 229.1 Quality

15W-40API SL/CF

ACEA A3/B4-04VW 501.01+505.00

MB 229.1 Quality

15W-40API SG/CD

5W-30ACEA A3/B4-04, C3 (performance)

VW 504.00+507.00MB 229.51BMW-LL-04

Porsche C30

MS 5W-40API SM/CF

ACEA A3/B4-04, C3VW 502.00+505.00, 505.01

MB 229.51

BMW-LL-04Porsche A40

i-sint tech0W-30

ACEA A5/B5VW 503.00+506.00, 506.01

i-sint tech F5W-30

Ford 913C

i-Sint tech G5W-30

GM LL-A-025GM LL-B-025

i-Sint tech R5W-30

ACEA C4RN 0720

VWFord

GMRen

ault

FE 5W-30API SM/CF

ACEA A5/B5-04, C2ILSAC GF-4GM GEOS A

FIAT 9.55535 S1

i-Sint Product Line

i-Sint tech M5W-30

ACEA C1JASO DL-1

Maz

da

MS 5W-30API SM/CF

ACEA A5/B5-04, C3MB 229.51

BMW LL-04VW 502.00+505.00

GM GEOS A

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i-Sint Product Line

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i-Sint Product Line

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i-Sint brochure

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i-Sint Conversion Table

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i-Sint Customer Notification Letter

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Distributor Visual Identity Manual

www.eni.it

i-Ride launch

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i-Ride: Positioning

� Naming: i-Ride

� Positioning:

The line’s positioning is coherent with eni’s racing engagement:

Power: racing feeling is coming alive

Technology: eni’s heritage and experience coming from research

� Launch Date: 2011

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Brand architecture

MethodologyTarget = family

� Product line to be organized based on usage:

target usage = product family

1. Competition enthusiasts (racing): products forsports and racing track usage which have beenderived from a cooperation with motorbikechampions

2. Scooter Riders: products mainly created for urbanusage but also for extra-urban conditions.

3. Motocyclists favouring high performance:maximum performance products with highestreliability

4. Touring Motocyclists: products with high performance and reliability for long distance touring.

4 targetsidentified

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Brand architecture final (after focus group)

� moto:

� i-Ride moto GP 10W-60 (sport)

� i-Ride moto 2 5W-40 (sport)

� 20w-50 SPORT (sport)

� 2T (street&touring)

� 10W-40 (street&touring)

� 10W-30 (street&touring)

� 10W-50 (off road)

� scooter:

� 15w-50

� 10W-40

� 2T Top

� 2T

Outcome 2 families according to product use

New Naming: i-Ride+family+viscositye.g. i-Ride moto 10w-40

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Piaggioscootermoto

Street & Touring

10W-40API SL

JASO MA, MA2 ACEA A3

i-Ride Product Line

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Sport moto GP

10W-60API SG

JASO MA, MA2

Sport moto 2

5W-40API SL

JASO MA, MA2

ACEA A3

Street & Touring

10W-30API SJ

JASO MA, MA2

Offroad

10W-50API SL

JASO Ma, Ma2

Sport

20W-50API SG

JASO MA, MA2

Street & Touring 2TISO-L-EGD

JASO FC

10W-40API SL

JASO MA, MA2

ACEA A3

15W-50API SJ

JASO MA, MA2 ACEA A3

2TAPI TC

JASO FC

2T TopISO-L-EGD JASO FC 2T

ISO-L-EGDJASO FC

5W-40API SL

JASO MA, MA2 ACEA A3

10W-40API SL

JASO MA, MA2

ACEA A3

10W-60API SG

JASO MA, MA2

Aprilia Racing

5W-40API SL

JASO MA, MA2 ACEA A3

Aprilia Racing

10W-60API SG

JASO MA, MA2

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i-Ride Product line

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i-Ride brochure

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Piaggio Contract

3-Year-Contract (until march 2013)

including

� First Fill Agreement

� Recommendation to use eni lubricants

� Communication activities: all Piaggio Retailers informed about eni-

Piaggio relationship

� Racing activities: e.g. Max Biaggi with Aprilia

� Co-marketing activities: joint presence at trade fairs (e.g. in

Cologne), Motolife Tour in Italy, joint Print advertising

www.eni.it

eni World of Racing

2929

� eni is the title sponsor of the Formula 1 GP of Hungary

� eni is the title sponsor of the Sachsenring Moto GP

� eni is the exclusive supplier of lubricants and fuels for

Moto2 class of MotoGP world championship

� eni is the only company authorized to use the logos

“MotoGP” and “Moto2” on its lubricants.

� eni is sponsor of Aprilia Racing - World Champion

Manufacturer 2010 and World Champion Pilot (Max

Biaggi)

eni has increased its presence in Motorsports

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