Shell Truck Marketing Communication Strategy
Document from the year 2003 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, 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 EuroCargo 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 (TranShell) 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.
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advertising campaign AIDA Ancillary system Appendix 9 Brand and Product brand loyalty brand name cd-roms commercial road transport communication campaign Communication objective communication tool competitive competitors CRT industry CRT products CRT Solutions Provider CRT specialist customer loyalty database developing Drivers Segment e-commerce Eastern Europe ESSO EuroCargo Exhibition evaluation exhibition in Cologne Fleet manager oriented fleet mangers flexible globalisation greases High Quality products Image repositioning Integrated Marketing Communications integrated service system Loyalty Card Managers and Drivers Marketing objective Message M1 M2 needs with tangible Newsletter Official CRT Solutions official launch Personal features Press release Product Awareness Product oil production cost products and services Psychographic Public Relation Mass quality demanding Relation Mass Media relationship reliable Sales Promotion Secondary medium service stations Shell CRT Shell Pecten Situation of Shell specialised magazines Sponsorship Target Market Texaco Traffic Radio TranShell services TranShell’s transport clusters Transportation Market trucker trustworthy usage whole Europe