Shell is a company providing different products and services for the CRT
market. This highly competitive market, dominated by Q8, reduces Shell’s sources
of profitability and therefore Shell launch a major campaign to develop a stronger
position.
The campaign will target existing and potential fleet managers and drivers.
The concept is to drive the fleet manager to the EuroCargo exhibition in Cologne,
major place of meeting for the European companies in the transport sector with a
multistage Direct Marketing process. To back up this campaign, specialised
magazines and sponsorship of events and traffic radios are planned before and after
the trade-fair. This event will also correspond to the launch of the new brand
(TranShell) specially build up for the CRT market, in order to add some values
(flexibility, integration, expertise, etc.) necessary to this B2B sector.
Finally, the effectiveness of the campaign will be maximised by using
on-going and post campaign measurement methods. This campaign is the Shell’s
first step to offer a fully integrated provision of solutions by developing innovative
products and services.
Table of Contents
1. BACKGROUND
2. MARKETING OBJECTIVE AND STRATEGY
2.1 Marketing objective
2.2 Segmentation
2.3 Communication objective
3. POSITIONING
3.1 Positioning for Shell on CRT market
3.2 Repositioning
3.3 Integrated marketing communication campaign
4. CORPORATE COMMUNICATION
4.1 Public relations
4.1.1. PR messages
4.1.2 Other PR activities
A. The launch of new brand
B. Attracting new customers and establishing customer loyalty
C. Internet websites
D. Partnership with Mercedes-Benz
5. PROMOTIONS
5.1. TranShell Loyalty strategy
5.2. Event-linked promotions
5.3. Sponsorship
6. CREATIVE STRATEGIES
6.1 Positioning
6.2 Primary Competition
6.3 Promise
6.4 Reasons Why
6.5 Tone Statement and Execution
7. MEDIA STRATEGY
7.1 Budget
7.2 Seasonality
7.3 Media Strategy
7.3.1. Primary medium: Press Advertisements
A. Magazines
B. Detailed Budget
7.3.2. Secondary medium: Traffic Radio Advertisements
A. Radios
B. Budget
7.4 International Relevance of Media
8. DIRECT MARKETING
8.1 Schedule (Cf. Chart Section 3.3)
8.2 Direct Marketing Budget
9. EVALUATION OF CAMPAIGN
10. CONCLUSION - RECOMMENDATIONS
Recommendations
11. APPENDIX
Appendix 1: Transportation Market Structure
Appendix 2: Picture of Present Situation of Shell CRT
Appendix 3: Picture of the new brand: TranShe ll
Appendix 4: Image repositioning
Appendix 5: Brand Onion
Appendix 6: Magazine details budget
Appendix 7: Magazine details budget
Appendix 8: Direct Marketing detailed budget
Appendix 9: Advertisement for Fleet Managers
Appendix 10: Advertisement for Drivers
12. REFERENCES
Objectives and Core Topics
The primary objective of this marketing communication campaign is to improve Shell's market position within the Commercial Road Transport (CRT) sector by launching the "TranShell" brand. The campaign focuses on increasing market share, building customer loyalty, and providing integrated, professional solutions that differentiate Shell from its competitors.
- Strategic repositioning of Shell into the specialized CRT market.
- Implementation of an integrated marketing communication campaign.
- Development of customized professional services for fleet managers and drivers.
- Strategic usage of media, public relations, and direct marketing.
- Establishing long-term competitive advantages through innovation and relationship management.
Excerpt from the Book
1. BACKGROUND
In 1907, the Royal Dutch/Shell group of company was created to incorporate their operations worldwide. Now, Shell operates in over 145 countries, and employs 115,000 people.
The aim of Shell group is to meet the energy needs of society, in ways that are economically, socially and environmentally viable, now and in the future.
Shell is also present on the CRT market. The commercial road transport market (CRT) is a diverse and complex market, which covers all commercial road transport axles. In CRT industry, the main products of Shell are fuel, lubricants, greases, etc. However, Shell lacks of a unifying brand for CRT market, and gives less attention to CRT compared with private motorcars market. BP, Q8, Esso and Texaco all are strong competitors of Shell in CRT market.
Summary of Chapters
1. BACKGROUND: Outlines the corporate history of Shell and its current standing in the Commercial Road Transport (CRT) market, identifying the need for a specialized brand to compete effectively.
2. MARKETING OBJECTIVE AND STRATEGY: Details the objective of increasing market penetration through refined segmentation and targeted communication strategies for different stakeholder groups.
3. POSITIONING: Explains the repositioning of Shell to the TranShell brand, emphasizing expert and CRT-specialized brand values to move beyond generic petrol service perceptions.
4. CORPORATE COMMUNICATION: Describes the PR strategy designed to increase awareness and standardize identity across the diverse European market landscape.
5. PROMOTIONS: Outlines loyalty programs, event-linked activities, and sponsorship deals aimed at fostering long-term relationships with transport professionals.
6. CREATIVE STRATEGIES: Defines the creative promises and branding tone, focusing on professional service delivery and clear competitive benefits.
7. MEDIA STRATEGY: Details the budget allocation, seasonality, and selection of press and radio media to maximize exposure in the business segment.
8. DIRECT MARKETING: Provides the multi-stage schedule for direct contact with fleet managers, utilizing specific tools to facilitate trials and gathering customer feedback.
9. EVALUATION OF CAMPAIGN: Outlines the metrics and methods for pre-test and post-test measurement to assess the effectiveness of the integration.
10. CONCLUSION - RECOMMENDATIONS: Summarizes the initial 11-month launch plan and offers strategic recommendations for long-term brand reinforcement.
Keywords
TranShell, Shell, CRT market, Commercial Road Transport, Marketing Strategy, Brand Positioning, Fleet Managers, Drivers, Integrated Marketing, Customer Loyalty, Media Strategy, Direct Marketing, Corporate Communication, Market Penetration, B2B Marketing.
Frequently Asked Questions
What is the fundamental purpose of this work?
The work focuses on developing a specialized marketing communication campaign for Shell to effectively penetrate the Commercial Road Transport (CRT) market via the new "TranShell" brand.
What are the central thematic fields?
The themes include brand repositioning, marketing strategy in B2B environments, media planning, direct marketing, and the development of integrated professional services for the transport industry.
What is the primary target of the campaign?
The primary targets are fleet managers and truck drivers within European logistics companies, aiming to improve customer loyalty and market share.
Which scientific method is used?
The document employs a strategic marketing analysis approach, utilizing SWOT analysis, market segmentation based on professional/psychographic features, and detailed media/budget planning.
What is covered in the main section?
The main section covers the full spectrum of the marketing mix for the TranShell brand, including positioning, corporate communication, promotional activities, and a multi-stage direct marketing schedule.
Which keywords characterize this document?
Key terms include TranShell, Commercial Road Transport (CRT), Market Penetration, Brand Positioning, B2B Marketing, and Integrated Marketing Communication.
Why is the "EuroCargo" exhibition important for this strategy?
It serves as the focal point for the launch of the TranShell brand, acting as a meeting place for European transport companies to experience the new services.
How does the brand "TranShell" differ from the standard Shell consumer brand?
TranShell is specifically tailored for the CRT market to offer professional, expert-led solutions and dedicated service packages rather than just being perceived as a consumer petrol retailer.
- Quote paper
- Alexandre Georjon (Author), 2003, Shell Truck Marketing Communication Strategy, Munich, GRIN Verlag, https://www.grin.com/document/23348
