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Marketing IA2 Assignment

Shell is a global, multinational corporation headquartered in the Netherlands that was founded in 1907 through the merger of Royal Dutch Petroleum and Shell Transport and Trading. It operates in over 90 countries and is one of the six supermajor oil and gas companies. Shell engages in activities across the oil and gas value chain including exploration, production, refining, distribution, and marketing of petroleum products like gasoline, diesel, and lubricants. The company uses an effective marketing mix with a large global network of over 44,000 retail stations and focuses on customer loyalty through competitive pricing and added services while balancing costs and returns.

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21BCO055 AashishK
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28 views

Marketing IA2 Assignment

Shell is a global, multinational corporation headquartered in the Netherlands that was founded in 1907 through the merger of Royal Dutch Petroleum and Shell Transport and Trading. It operates in over 90 countries and is one of the six supermajor oil and gas companies. Shell engages in activities across the oil and gas value chain including exploration, production, refining, distribution, and marketing of petroleum products like gasoline, diesel, and lubricants. The company uses an effective marketing mix with a large global network of over 44,000 retail stations and focuses on customer loyalty through competitive pricing and added services while balancing costs and returns.

Uploaded by

21BCO055 AashishK
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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PRINCIPLES OF MARKETING (17A405)

IA-2 ASSIGNMENT
SEMESTER 4

SUBMITTED BY
AASHISH HARISH KODI
ROLL NO. 21BCO055
ABOUT THE
COMPANY

Shell is a public company of Anglo-Dutch origins. This multinational


corporation serves a global area and has it’s headquarter base in Netherlands. It
has been declared as one of the most-valuable companies in global market. Shell
is associated with gas and oil industry and was founded in year 1907 by merging
Shell transport and trading, which was based in United Kingdom with Royal
Dutch Petroleum.

In year 2016 it was declared as seventh-largest corporation worldwide based on


revenues and as one amongst six supermajors related to gas and oil. In year
2016 it has been acknowledged as second-largest corporation globally in
relation with oil. Company has various subsidiaries and one of them Shell oil
company provides it the largest business.
MARKETING MIX

CT PL
U Actively involved in almost all areas of
Shell is a global company with its
A
D
network spread over ninety
gas and oil industry including trading,
countries.

CE
power generation, petrochemicals,
O

marketing, distribution, refining, Petrol retailing outlets are highly competitive and
PR

production and exploration. Shell has its own outlets and its products are also
sold in other outlets with which it has prior
agreements.
Shell was involved in minor capacity with activities
like renewable energy in relation with wind, solar Company realises the value of an effective distribution
power and biofuels and also in hydrogen projects. policy and has set up nearly forty four thousand service
stations in numerous parts of world.

Vital petroleum products are sold at retail outlets like engine Most of the retail outlets of Shell have grocery stores and ATMs
oils, CNG, diesel, petrol and unleaded petrol. Additional for customer convenience.
services are also provided like automotive services and manual
car-wash.

Shell realises the potential of active and positive marketing and Its policies are focussed on offers that provide better returns and
hence has decided to participate in matters like environmental, free-flow of cash. It is aiming at cutting down costs but not at the
safety and socially responsibility. expense of its consumer base.

Brand Shell has been involved in various sponsorship


Most of petroleum products are government regulated so
deals for promoting its brand and products.
there is very little you can do for the pricing.

It has been actively involved in motorsport activities


PR

and has been a sponsor for BRM, Ferrari, McLaren, Retailers charge higher margins on many services at
Hyundai Motorsport, Lotus and others over the years. their outlets and in few cases they provide free services
to maintain their customer’s loyalty thus providing a
suitable balance.
O

Its commercials highlighting various


E

products and are broadcast on televisions

O
IC
M

and internet and are displayed in For premium products like premium petrol

TI
magazines, newspapers and holdings. it has developed a premium pricing
strategy.
P R
ON

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