Shell presentation

Shell presentation

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  Shell Case Study: Round 3 Ashish Anand Sanyal C Amey M
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  • India –one of the fastest growing country in the World • High demand for energy products • Earlier only IOCL , BPCL and HPCL in the market for selling transportation fuels • In 2002 private players allowed to market transportation fuels  Government Regulation: • Govt. introduced Administered Pricing Mechanism in 1977 for pricing petroleum products • Motive : Insulate the domestic economy from the high & volatile international oil prices • Kirit Parikh report : Price of petrol has been decontrolled in June 2010 • Diesel still not decontrolled by the govt. owing large dependence of industry and households on it  Consumption Pattern:  High Demand: Per capita consumption of Petrol and Diesel has doubled in the last decade  High prices of petrol leading consumers to shift towards CNG and diesel automobiles Value Brand Retail Site The Final Overview Proposition Promotion Opportunity Word
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  Petrol and DieselPrice-Pan India 80 75 Shell : Only dedicated oil marketing 70 company in India 65 60 • Involved in the marketing of petroleum 55 50 products 45 • Don't have a presence in the refining 40 Bangalore Chennai Pune Hyderabad • 2000 licenses but operates only 62 Sites NOC-Diesel Shell-Diesel NOC-Petrol Shell-Petrol 2004 : Started operations in India Fuels Project Mayback : Selection of Sites 2008 : Concentration Principle Shell Lubricants : Shell 2009: Project Stela to divest some sites SHELL-India Retail & Business Bitumen Value Brand Retail Site The Final Overview Proposition Promotion Opportunity Word
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  Value Proposition ofSHELL in India : Quality and • Quality fuel offering quantity • Providing best in class infrastructure • Stringent quality control & assurance of right quantity delivery • Highly skilled service station workforce FUEL World Class • Fuel Economy concept for efficient fuel utilization economy Infra • More focused on Passenger vehicles than commercial vehicles Issues faced by NOC’s in India : Skilled • Premium charged for quality fuel Workers • Many reported instances of adulteration • Infrastructure is not at par with private players BPCL 1 2012 : Adulteration stats • Low skilled service station work force resulting in huge waiting time for the consumers IOC • High crime rate at the filling station in rural areas HPCL • Total vehicle management is available at very select outlets HPCL BPCL even in Urban areas 28 • Operational inefficiency leading to frequent stock outs • Calibration issues at the filling stations IOC 46 Value Brand Retail Site The Final Overview Proposition Promotion Opportunity Word
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   Provide abranded value proposition Brand Promotion /Awareness:  Campaign locally about the same price structure with instead of offering fuel as a commodity better product offering  Brand nomenclature :  Collaboration with leading manufacturers of vehicles for after sales service Fuel Brand Name  Launch of SHELL mascot who will address various Unleaded Petrol Mileage day to day issues of vehicles in ads Premium Petrol Mileage Plus  Association with Hot Wheels allowing to have SHELL logo on cars thus increasing brand familiarity Diesel Shell Shakti We know what's best for your vehicle :  Campaign featuring various ads where user prefers only expert care when it comes to any important decision  Think SHELL Think Happiness  Your car needs the best care  It also needs quality fuel  Use transparent filling station machines (semiotics)  And SHELL provides quality fuel Value Brand Retail Site The Final Overview Proposition Promotion Opportunity Word
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  Brand Loyalty Promotion: Involving Corporate Platform to Share Experiences Generating First Trails Consumers • Collaborate with leading retail • Engage Govt. employees , large • Co-creation via Social CRM stores/brand private players etc. • Communication of new Products • Issue membership cards on high • Online web portal for members via this medium value purchases viz. INR1500 • Provide differentiated customer • Frequent polls to allow consumer • Offer cash back on collection of service register their preferences 100 points viz. 5% Consider The Loyalty Loop Evaluate Bond Enjoy Advocate Buy Value Brand Retail Site The Final Overview Proposition Loyalty Opportunity Word
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  Creating Brand Equitythrough Sustainable Development  Economic considerations  Environmental considerations • Inclusion of pre-fabricated buildings & • Shell takes environmental impact hydraulically lifted canopies at Retail Sites seriously & addresses it properly • Reducing the risks of working at height • Protection of the soil & ground water and there by additional costs and environment surrounding the • Reducing construction man- hours by retail outlet 25%  Social  CSR • Diversity at work place; favourable • Engage in CSR activities to create conditions for disabled persons & women Brand Awareness • Support economically marginalized youth • Organise Marathons to create a sense to take up entrepreneurship of Brand community opportunities Value Brand Retail Site The Final Overview Proposition Promotion Opportunity Word
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  Current Retailing Opportunities Mobile App for • Open small convenience stores Ordering Groceries • Develop & Provide Shell Apps for ordering Grocery Online • Collection while coming for fuel refilling • Provide PUC(Pollution Under Control) Car Wash Services • Provide Maintenance & Repair Services Grocery Long Term Retailing Opportunities Stores • Partner with retailing majors as Wal- Collaborate Mart, Big Bazaar with online • Provide total vehicle management Grih sewa (Fuel, PUC, Maintenance services, Car services Wash Service) • Provide small recreational centers for kids for consumer involvement Value Brand Retail Site The Final Overview Proposition Promotion Opportunity Word
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  Summary Recommendations:  Branding Fuel as Shell Mileage , Shell Mileage Plus and Shell Shakti  Launching Think Shell , Think Happiness Program for large scale promotion  Partnering with leading brands like Hot Wheels etc. for brand recall  Generate first trails through card launch programs and engage social media  Development of retail outlet with introduction of small convenience store and providing basic maitainence facilities Value Brand Retail Site The Final Overview Proposition Promotion Opportunity Word