An advertising plan for shell fleet plus

• Main Authors: Olalia, Sharon F., Lorico, Christine Day J., Pascual, Jenny Marie M.
• Format: text
• Language: English
• Published: Animo Repository 2004
• Subjects: Advertising and Promotion Management
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17622
• Institution: De La Salle University

In this time when pump prices continue to skyrocket, there has never been more need to keep tight control on fuel expenditure. Fuel costs and vehicles maintenance are top priority concerns for fleet managers of corporations both large and small. The big question on a forward thinking fleet managers™ mind is how to take control. The traditional system of fleet management was either through purchase order, cash allowance or reimbursements. However it does not provide enough assurance to prevent fraudulent act such as refueling with the wrong grade of fuel, under filling, unauthorized vehicle refueling, and such. Outside of the Philippines, companies have been using fuel cards as a solution to these problems. Shell Fleet Plus is a management tool designed to help companies run their fleet operations more efficient and with ease, decreasing the possibility of frauds and also the difficulty in monitoring fuel consumption. More than the actual fleet card, the real product is the service the shell Fleet Plus offers. A qualitative study executed by the Philippine Survey and Research Center in 1999, in preparation for the emergence of the Shell Fleet Plus, showed that there is a large market for fuel fleet cards in the country because incidence of fleet ownership is high in majority of the top 5000 corporations. Back then, 62% of these companies used the purchase order system followed by 25% using cash allowance and reimbursement while the 13% left used the fleet card which was first introduced by Caltex in 1998 (Cruiser-Quanti, July 1999). To this date, a large and diverse market of fleet card remains untapped and with only three oil companies competing in the industry, only the best advertising and marketing strategies could win. Among the users of fleet card, Shell's card Development Manager discloses that an estimate of 60% of the market share already belong to the Shell Fleet Plus, 35% to Caltex StarCard and roughly 5% Card since its entrance this June 2004. This plan presents marketing and advertising recommendations that aim to make Shell Fleet Plus more competitive, thereby securing its position as market leader. By improving on the product's features and giving it a unique selling proposition, Shell Fleet Plus current market share is aimed to increase. Using a budget of Php 10,000,000 the proposed advertising campaign targets the market using print, radio and mostly non-traditional media, as well as below-the-line activities to maintain current clients, and capture the untapped market.