Sasol Limited (SSL): Marketing Mix Analysis [Dec-2025 Updated]

You're looking to map out where Sasol Limited stands in late 2025, and frankly, the four P's give us the clearest picture of this energy and chemicals giant's balancing act. They're clearly prioritizing value, pushing for that 8% higher average sales price in Chemicals Eurasia even with lower volumes, all while managing a R249 billion FY2025 Turnover. We need to see how their global footprint and new ESG-focused promotion strategy actually support this complex shift toward lower-carbon solutions. Stick with me; we'll break down the Product, Place, Promotion, and Price details right now.

Sasol Limited (SSL) - Marketing Mix: Product

The product element for Sasol Limited (SSL) centers on its integrated offering of energy products, primarily synthetic fuels, and a diverse portfolio of performance chemicals.

Core Offering: Synthetic Fuels and Chemicals

Sasol Limited (SSL) produces fuel components, chemical components, and co-products through proprietary technologies and processes, leveraging coal and gas feedstock.

The operational structure reflects two main businesses: Southern Africa Energy and Chemicals, and International Chemicals. The Southern Africa Energy and Chemicals business includes Mining, Gas, Fuels, and Chemicals Africa segments.

Focus on Differentiated Chemicals for Higher Margins

Sasol Limited (SSL) has actively pursued a value-over-volume strategy within its chemicals business to enhance margins, evidenced by recent financial performance.

• Chemicals America EBIT increased by more than 100% to R1.7 billion in FY25.
• The USD sales basket price (USD/ton) for Chemicals America increased by 5% in FY25, driven by base chemicals and the value-over-volume strategy.
• Chemicals Eurasia EBIT improved by 49% to $\text{LBIT}$ of R1.2 billion (excluding remeasurement items) in FY25.
• Chemicals Eurasia sales volumes were 4% lower than the prior year, a direct result of the deliberate value-over-volume strategy.
• Sasol Limited (SSL) exited the US Phenolics business in March 2025 as part of its asset optimization initiative.

New Mozambique Facility for Gas and LPG Production

The Production Sharing Agreement (PSA) project in Mozambique, a $\text{USD}1$ billion investment, is designed to monetize gas resources locally and for export to South Africa.

The facility is set to produce the following volumes:

• Natural gas: 53 million megajoules per year.
• Liquefied Petroleum Gas (LPG): 30,000 tons per year.
• Light oil: 4,000 barrels per day.

The associated Central Térmica de Temane (CTT) power plant has an expected installed capacity of 450 megawatts.

Strategic Shift Toward Low-Carbon Solutions and Sustainable Fuels

Sasol Limited (SSL) is progressing its Future Sasol strategy, balancing its core operations with a pivot toward lower-carbon energy and chemical solutions.

Key targets and progress points related to this shift include:

• The Group's 2030 greenhouse gas (GHG) emissions reduction target remains 30% for scope 1 and 2 emissions, from a 2017 baseline.
• The renewable energy target for 2030 has been increased to more than 2GW through the new Integrated Power Business.
• As of August 2025, only 169.5 MW (which is 14% of the 2GW goal) of renewable power was operational.
• The company has purchased R723 million worth of carbon credits from seven local projects, claiming these offset 3.8 million tonnes of $\text{CO}_2\text{e}$.
• The destoning project at Secunda Operations, aimed at improving coal quality to support gasifier effectiveness, has a communicated cost of less than R1 billion and is on track for completion in $\text{H}1$ $\text{FY}26$.

Secunda Operations Volume Target

Operational improvements, including the destoning project and maximizing internal low-cost supply, are aimed at increasing production capacity at the Secunda Operations.

The volume target for Secunda Operations is set to reach more than 7.4 million tons by FY2028.

Sasol Limited (SSL) - Marketing Mix: Place

The 'Place' strategy for Sasol Limited (SSL) centers on its extensive, integrated global footprint, ensuring its energy and chemical products reach diverse industrial and consumer markets through carefully managed channels.

Global Footprint and Market Reach

Sasol Limited maintains a significant global presence, with operations and sales activities spanning 22 countries globally. This physical presence is supported by a structure designed to serve a vast international customer base, particularly through its chemicals business.

Specifically, the International Chemicals business partners with more than 6,500 customers across 118 countries, providing the chemical building blocks for countless products. This global marketing and sales effort is supported by a network of research centres, manufacturing sites, and offices across the world.

The distribution model is heavily weighted toward wholesale and direct sales to industrial clients, which is characteristic of a large-scale integrated energy and chemicals producer. For its gas business in Southern Africa, Sasol Limited owns and operates an extensive transmission and distribution network, supplying over 280 customers across all industry sectors. Furthermore, the company's energy distribution includes a vertically integrated retail liquid fuels network, operating about 400 retail sites.

The company's structure for performance assessment and decision-making is organized around key regional segments, which reflect where its chemical marketing and sales operations are concentrated. These primary segments are:

• Africa
• America
• Eurasia

The International Chemicals business specifically sees revenue driven by performance in the America and Eurasia segments.

Foundation in Southern Africa Value Chain

The core of Sasol Limited's production and distribution strategy remains its Southern Africa foundation, built upon the integrated value chain anchored by the Secunda Operations (SO) and Natref facilities. These sites are critical for supplying both the domestic market and feeding international chemical sales. For the financial year ended June 2025, Secunda Operations production was expected to be between 7,0 - 7,2 million kt. The distribution strategy within Southern Africa is heavily dependent on the performance of local logistics infrastructure, such as Transnet, which impacts the timely delivery of fuels and chemicals.

The scale of the integrated operations and the key regional markets can be summarized as follows:

The Chemicals Africa segment focuses on marketing and sales for products from the Southern African value chains, while Chemicals America and Chemicals Eurasia manage the international chemical distribution, with the latter prioritizing value realization over volume.

Sasol Limited (SSL) - Marketing Mix: Promotion

Promotion for Sasol Limited (SSL) centers on communicating strategic progress, especially around sustainability and financial resilience, to providers of capital and other key stakeholders through formal reporting and targeted partnerships.

Strategy emphasizes brand consistency and ESG standards.

Sasol Limited communicates its commitment to a triple bottom line of People, Planet, and Profit, framing its operations around building credibility through performance and transformation. This messaging is tied directly to its decarbonisation roadmap.

• The company maintains its commitment to a 30% reduction in Green House Gases (GHG) by 2030.
• The renewable energy target has been increased to more than 2GW through the new Integrated Power Business.
• Sasol Limited prioritizes six Sustainable Development Goals (SDGs), including Climate Action (SDG 13) and Responsible Consumption and Production (SDG 12).

Strategic partnership with Henkel (May 2025) for SASOLWAX LC integration.

A key promotional activity involved announcing a strategic partnership in May 2025 with Henkel to reduce the environmental impact of hot melt adhesives across Europe, India, the Middle East and Africa markets. This collaboration showcases tangible product-level sustainability achievements.

Go-To-Market approach adjusted to reset International Chemicals profitability.

Communication highlights the tangible results from the self-help measures implemented in the International Chemicals business, which commenced in FY2025 to improve profitability over volume. This strategic reset is a key narrative for analysts.

The EBITDA for International Chemicals almost doubled from H1 2024 to H1 2025. The target for this segment by FY2028 is an Adjusted EBITDA of US$750 to $850 million, with an EBITDA margin exceeding 15% through the cycle.

Investor relations highlight the 75% increase in free cash flow for FY2025.

Investor communications heavily feature the strong cash generation for the year ended 30 June 2025 as proof of management actions and disciplined capital management, despite a challenging macro environment. This performance underpins confidence in deleveraging targets.

Driving fuels volumes to higher-margin mobility channels is a key sales mix strategy.

In the fuels segment, the promotional narrative around sales mix focuses on successfully shifting volumes toward channels that deliver better returns, even amid broader market conditions.

• Sales volumes in the higher-margin mobility channel increased by 5% compared to the prior year (FY2024).

Sasol Limited (SSL) - Marketing Mix: Price

You're looking at how Sasol Limited (SSL) is pricing its offerings in a volatile late-2025 environment. Price, in this context, is about the money customers hand over, but it's deeply tied to the company's strategic choices regarding value realization versus sheer volume.

The overall financial backdrop for pricing decisions in FY2025 was one of contraction in top-line revenue, yet with specific strategic pricing actions yielding better per-unit returns in certain segments. For the fiscal year ended June 30, 2025, Sasol Limited's FY2025 Turnover was R249 billion, marking a 9% decrease on lower volumes. This revenue figure compares to R275 111 million in FY2024. Furthermore, the company's profitability metric, Adjusted EBITDA for FY2025 was R51.8 billion, representing a 14% decline from the prior year's R60 012 million.

A core element influencing pricing is the external energy cost environment, particularly for the Southern Africa operations. The Southern Africa's nominal cash break-even oil price is US$59/bbl. This benchmark is critical as it sets a floor for the competitiveness of the integrated value chain's pricing structure relative to input costs.

The strategy in the differentiated chemicals space clearly prioritized margin over market share. This is evidenced by the deliberate value-over-volume strategy in differentiated chemicals. This strategic pivot directly impacted sales metrics, especially within the International Chemicals segment. Specifically, this strategy resulted in a 4% lower sales volume in Chemicals Eurasia, but this volume sacrifice was compensated for by an 8% higher average sales basket price in Chemicals Eurasia for FY2025 compared to the prior year.

To give you a clearer picture of the financial outcomes influencing these pricing decisions, here are some key figures from the FY2025 results:

Looking deeper into the Chemicals segments, you can see how pricing translated across different geographies:

• Chemicals Eurasia FY2025 average sales basket price improved by 8% year-on-year.
• Chemicals America saw its USD sales basket price (USD/ton) increase by 5%.
• Chemicals Africa experienced a 2% higher average basket price for FY2025, despite sales volumes being 4% lower.
• Chemicals America sales volumes were 10% lower than the prior year.

The pricing actions in Chemicals Eurasia, focusing on value realization, are a clear example of managing the price lever to offset volume pressures. Finance: draft 13-week cash view by Friday.