An integrated marketing communications campaign for Shell Philippines: Shell Helix Oil Change+

• Main Author: Dadula, Rae Jemimah M.
• Format: text
• Language: English
• Published: Animo Repository 2020
• Subjects: Automobile repair shops—Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/6237; https://animorepository.dlsu.edu.ph/context/etd_masteral/article/13329/viewcontent/Dadula_RaeJemimahMella_11789433_1Edited.pdf
• Institution: De La Salle University

Shell is a global leader in oils and has a variety of products and services in line with their Retail Lubricants line. Apart from innovative lubricant products, they also have car care servicing which is branded as Shell Helix Oil Change+ (SHOC+). While Shell remains to be the leader in the lubricants category globally, there is an opportunity to increase market share volume for Shell’s lubricant line through the car care experience of SHOC+. While the oils demand of the audience continues to increase, the challenge of Shell is to become one of the brands of consideration when it is time for the target market’s oil change services. The category is oversaturated with multiple options from consumers ranging from vehicle original equipment manufacturers (OEMs) to smaller and independent auto service shops scattered all over the country. The barrier for increased penetration is the uniformity of the offer of these competitors, focusing mainly on the benefit of having an oil change. With the market’s unfamiliarity with oil change processes, these consumers have low involvement in choosing which product and service fits their vehicle best. The advantage of Shell is that the audience’s perception of the brand is that it is trustworthy and of quality. In the recommended integrated marketing campaign, the expertise of Shell’s brand is conveyed through the following: (1) Expert mechanics, (2) 14-point safety checks, and (3) quality service experience. Increasing preference for Shell may increase the oil change per day (OCPD) rate for total SHOC+. Harping on converting Shell fuel users to a SHOC+ experience, the media mix will entirely be based on interest and intent of the audience – mainly focusing on car-related searches, time-of-day or moment hacks, and high-affinity channels. Once the campaign has been launched, continuous tracking of sales growth, audience affinity, and brand metrics must be implemented to ensure the effectiveness of the campaign.