Shell's Communication Plan
Introduction.
Shell is about to introduce to the market it's "New Improved" petrol which is about to solve the problems caused by using environment friendly petrol without additives and is expected to give the higher market share for it's major volume share.
The purpose of this report is to propose an integrated communications strategy for the launch of New Shell petrol in the UK.
Integrated marketing communications
We will begin by defining integrated marketing communications (IMC) and we will refer to the benefits that can accrue from developing this approach. Shimp (1997) suggests “IMC is the process of developing and implementing various forms of persuasive communications programmes with customers and prospects over time. The goal of IMC is to influence or directly affect the behaviour of the selected communications audience. IMC considers all sources of brand or company contacts which a customer or prospect has with the product or service as potential delivery channels for future messages. Further, IMC makes use of all forms of communication which are relevant to the customer and prospects, and to which they might be receptive.”
Building long-term relationships is something that Shell should be very interested in doing. By launching the new product Shell should not just consider the initial impact and awareness but Shell should also try to build long-term relationships with its costumers. With the aim of an intergraded marketing communication programme we can achieve a homogeneous interaction between communication objectives and marketing objective.
Integrated marketing communications calls for a "big picture" approach to planning marketing and promotion programs and coordinating t...
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...7 380 591 389
70 and over 439 376 255 336 331 352
All ages 677 378 616 420 645 400
Contact point for further information: +44 (0)20 7944-3097
Fig 2 showing number of licence holders in the UK
Bibliography:
BIBLIOGRAPHY - REFERENCES
• Batra R., Myers J., Aaker D., “Advertising Management”, 5th edition, 1996.
• Lynch Richard, “Corporate Strategy”, 2nd edition, 2000
• Percy, l, Rossiter, J.R, Elliott, R, (2001), "Strategic Advertising Management", Oxford University Press.
• Terence A Shimp, " Advertising Promotion: Aspects of Integrated Marketing Communications", 2000, The Dryden Press.
• Wells, Burnett, Moriarty, "Advertising:Principles and Practice", 5th Edition, 2000, Prentice Hall
• www.shell.com (visited April 2002)
• www.brandchannel.com (visited April 2002_
Research
BMRB / Mintel survey, June 2001
Exxon and Mobil were two big competitors in the oil industry. In the 20th century, Exxon and Mobil operated with relatively low-price, and in low-margin environments. The market in the United States and Europe have grown and matured, allowing them both to grow with great success. The competitiveness has tightened worldwide in the crude oil business. Both companies have continued to advance new technologies, introducing new marketing innovations. They have extend there reach into high-growth markets. The two companies became more efficient, reduced costs, and increased shareholder’s value by there merge.
Calfee, John E. "How Advertising Informs to Our Benefit." Consumers' Research Magazine. (April 1998). American Enterprise Institute. 1 Jan 2000 .
The Shell Oil Company involves a group of energy and petrochemicals companies that operate globally. Shell employs over 92,000 employees and operates in more than 70 countries and territories. Shell is considered a prominent gasoline provider, offering products that range from energy fuels, lubricants for businesses, and petrochemicals for detergents, packaging, carpets, and computers. The Shell corporation is also making strides to embrace renewable energies “by creating hybrid energies with traditional fuels such as natural gas” (Shell Global, n.d.). Shell is building hybrid power plants that combine renewable energies, including those produced by sun and wind, with traditional fuels. By investing in emission-free energies, Shell seeks to improve its operations and competitive posture as renewable technologies advance.
In the future the automotive industries will need alternative fuel sources, in turn that means they will need alternative engines in their automobiles. The engines found in their cars will have to be changed to fit the new fuels being made. They have many directions in which they can go concerning engine types and fuel types.
The goal of this report is to see how Chevron compares to its peer group and highlight areas of improvement. Within the next six months, our goal is to increase sales, improve operational efficiency, protect and grow market share and have customer retention. As we remain optimistic that the economy will improve, we are also optimistic that there will be growth in every ...
...l feedstock. If ANWR drilling is allowed, our domestic crude oil production can reach a feasible rate of 10 million barrels per day by 2020. Additionally, with innovations in technology and better consumption habits are implemented, factors like: fuel efficient vehicles can be produced, electric battery created, and natural gas in freight transportation can be extended.
Southwest Airlines has effectively used a variety of promotional elements in its integrated marketing communications, making it one of America’s largest airlines with 3,300 flights a day to 72 domestic cities. Southwest Airlines has used all four possible elements of the promotion mix: advertising, public relations, personal selling, and sales promotion, but has focused primarily on advertising and public relations to add value to the product offered to customers. Its focus on advertising and public relations is directly related to its large size and it’s nationwide reach. Also, advertising and public relations are the most cost-efficient methods of promotion, and an airline as large as Southwest is forced to have promotional elements that benefit from economies of scale.
Shell’s strategy is strongly positioned to adapt to changes, their extensive scenario planning activity allowed them to constructively think of what operations to promote in order to face environmental changes (Cornelius, P. et al, 2005). They have extensively invested in new technology and renewable resources, adapting to the environmental and social-ethical variables (Shell website, 2016).
While creating integrated marketing communication objectives, the consumer behaviours, budget and company goals must be t...
Jobber, D. (2013), and Ellis-Chadwick, F, “Principles and Practice of Marketing, 7th edition.” McGraw Hill.
Since its discovery back in the year 1858 crude oil has been become one of the most sought after resources on the face of the planet. It is due to this fact that the oil industry has fallen into a rather odd category in the case of globalization and seeking out new markets, new labor and new customers. The reason being that the need for crude oil and fuel is always present therefore the product of oil in its basic sense sells itself and the companies do not have to go out and publicly advertise it in the sense that clothing lines and other commodities do. Oil companies must focus more on the matter of why an individual should buy their oil and along with other alternative fuels over their competitors even though in the end the companies products are the same thing. The company ExxonMobil has been the superior company in the oil industry for quite sometime now, and had plenty of success as individual companies before their merger in 1999. The reason for there success is partially due to the power they wield as the most successful company, leading to many new refineries around the world, making deals with smaller companies to gain access to new markets and are leading the world in alternative fuel research. However these things all come naturally to the biggest oil company in the industry, the real question is how they became the powerhouse they are now. That question can be answered by the way in which the company has not focused in globalizing their product of fuel and oil, but globalizing the image of the company company. This is achieved by focusing on charity in which they donate hundreds of millions of dollars, Foreign Direct Investment in areas in which they wish to expand by attempting to provide these impoverished areas wit...
Marketing is a process of determining a consumer’s needs, devising a product or service to satisfy those needs, and trying to focus customers on the goods and services you are offering. Marketing is extremely important, and a fundamental building block for business growth. A marketing team is given the task of creating customer awareness through a variety of different marketing techniques. If a business does not pay close attention to their consumer demographic and needs, they will eventually fail over time. Two important aspects of marketing include acquiring new customers, and the preservation and growth of relationships with current customers. Marketing has always been viewed as a creative outlet, which encompassed advertising, distribution, and the selling of goods and services. Marketing staff will also try to anticipate what customers will want in the future, often being accomplished with market research. In summation, a good marketing plan should be able to create a favorable proposition or series of benefits that a customer can value through goods or services. The marketing mix is normally described as the strategic positioning of a product or service in the marketplace, using the specification of the four Ps. During the early 1960’s, Professor E. Jerome McCarthy of Harvard Business School stated that a marketing mix contains four elements. The four key points are product, pricing, promotion, and placement. It is recognized that all these aspects must be present to ensure a successful business model within a given industry. We will now take a thorough look at the four marketing mix points.
Berkman, Herald W. and Gilson, Christopher. Advertising: Concepts and Strategies, 2nd ed.. (New York: Random House, 1987). 244.
Several facts are changing in today’s marketing communications. More companies adopt the new concept of integrated marketing communications (IMC) to convey a consistent message about their brand and products. Hence, IMC has played a powerful role and developed into a useful strategy for company to reach more customers and build good customer relationships. According to Herstein et al. (2008), IMC is one of a successful strategy that coordinates and integrates all of marketing communication tools to efficiently and economically influence between an organization and its existing and potential customers. Moreover, marketers can combine IMC tools (advertising, sale promotion, personal selling, direct marketing and public relations) rather than separate practices to create values and avoid potential conflicts (Duncan & Everett, 1993). In fast food industry, fast food chains integrate advertising, sale promotion, sponsorship, packaging and Internet to promote their products as well as build brand image (Sperber, 2003; Story & French, 2004; Morrison, 2010). Advertising is most used form of communication and the most frequently utilized medium due to it easily contact the target market, especially on television advertising (Story & French, 2004; Case, 2007). In addition, simple toys and products are typically used by fast food chains in children’s meal to attract children and adolescents.
In all reality, all businesses will, in some way shape or form, complete all of the marketing activities, even if completing these activities is not their main goal. (Dlabay 2006.) These marketing activities are product, place, price, and promotion. A business tool called that marketing mix takes all of these activities and puts them together in a way that can be used to help improve a business’s marketing strategy. Product is what the company is selling; Place is where the consumer will obtain this product; Price is what the consumer will pay for the product; Promotion is any type of communication that is intended to remind, inform, or persuade. (Dlabay 2006.) The marketing mix and the four P’s describe very well what business marketing is all about.