OREANDA-NEWS. The Gdansk Lodge of Business Centre Club launched a series of training seminars on brand marketing and promotion. The special guest of the meeting was prof. Robert Kozielski.

The event was also attended by representatives of the business world who are members of the Gdansk Lodge of the BCC, as well as presidents of management boards and marketing directors of the largest companies in the Gdansk region. The meeting marked the start of a series of seminars designed to share new knowledge with the business community and bring marketing professionals closer together.

"Integration is difficult without the leaders, and Grupa LOTOS is definitely one of them. We are glad that the meeting was so well prepared. We plan to organise similar workshops on a quarterly basis at other leading companies in the region," Maciej Dobrzyniecki, Chancellor of the Gdansk Lodge of the BCC and Vice-President of the Management Board of BCC, told Dziennik Baltycki daily.

For LOTOS, a leader in brand promotion, the seminar was an excellent opportunity to present the company's history and share its experiences with the guests. The host of the meeting, Pawel Olechnowicz, President of the Management Board of Grupa LOTOS, was the first to address the meeting. In his presentation "In pursuit of enhancing Poland's energy security developing the Gdansk region", he summarised the business profile, strategic goals and business philosophy of the LOTOS Group.

Ms Anna Goliszewska, Head of the Brand Management Office, presented the LOTOS brand, drawing the audience's attention to the marketing activities being implemented along two parallel tracks: sales building activities at the retail subsidiaries and brand image building activities at Grupa LOTOS. The meeting attendees could also learn about the current brand strategy and recent promotional campaigns.

In her speech, Ms Jowita Twardowska, Communication & CSR Director, encouraged all businesses, large and small, to formulate and implement their own corporate social responsibility strategies. The audience could also learn about the LOTOS CSR milestones and some of the Group's long-term social responsibility programmes (e.g. In Search for the Champion's Successors, White and Green Future with LOTOS, LOTOS Protects the Baltic Sea Wildlife, and LOTOS Safety Belt Champions).

Ms Beata Ossowska-Lango, Head of the Internal Audit Office and Chairperson of the LOTOS Group Ethics Board, highlighted the importance of ethics in business. The audience could also learn more details about the process of developing and implementing the LOTOS Code of Ethics.

Prof. Robert Kozielski added an interesting dimension to the meeting when he spoke of the shifts and challenges faced by modern business. He also talked about the possible paths to success in business, concluding that a company's success is not single-handedly built by its leaders but that all employees can make a meaningful contribution. A foreign company which adheres to this philosophy is Toyota. Each employee of the Japanese car maker is required to suggest possible improvements that could be implemented across the organisation. A whole lot of ideas are received every year, with 80% of them actually put in practice.