Alexandre Georjon: Shell Truck Marketing Communication Strategy [PDF]

Document from the year 2003 in the subject Business economics – Offline Marketing and Online Marketing, grade: 73%, University of Leeds (Business School), course: Shell, language: English, abstract: 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 Euro Cargo 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
(Tran Shell) 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.