A marketing plan for the sustaining program of Shell V-Power Gasoline

• Main Authors: Paraso, Juan Emmanuelle, Ramirez, Kelvin, Regalado, Katrina Angela, Uy, Harvey
• Format: text
• Language: English
• Published: Animo Repository 2011
• Subjects: Gasoline industry > Philippines; Petroleum industry and trade > Philippines; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/11285
• Institution: De La Salle University

Premium petroleum promises enhanced performance benefits to the engine. Unlike ordinary fuels, premium gasoline promises higher results in burning power, octane rating, and cleaning ability. This translates to faster speed, quicker engine response, cleaner engines and over-all improvement of driving experience. Shell V-Power is the first differentiated fuel launched in the Philippines. It is one of the market leaders in premium fuels. The launch of Petron Blaze 100 in November 27, 2010 influenced the sales volume and market share of Shell. The premise is that consumers switched brand because of the higher octane rating the competitor offered. In this paper, an in-depth study was conducted on what qualities consumers are looking for when they are choosing fuel, and whether or not octane rating affects consumers choice. The ultimate goal of the study is to come up with localized marketing plan to increase the sales volume of Shell V-Power. Results show that consumers of premium fuel are those who value performance and fuel quality. They are influenced by the octane rating and they associate the brand with the highest octane as the best. Even though Shell V-Power enjoys high brand awareness, many premium petroleum users use Petron Blaze. The research studies possible strategies for the company to use so it can beat the competition. The study includes a marketing plan that communicates to consumers what really matters when choosing premium gasoline. The campaign is based on image advertising and experiential learning, focusing on the emotional benefits of the product. It creates hype to shift the focus away from the competitor brand. The proponents of this study also made recommendations for the improvement of the brand communication.