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Marketing Project Report
Marketing Project Report
Marketing Project Report
Executive Summary
Shell is a superior brand name with more than 100
years history in this region, infact the company is
still in possession of a fuel storage tank from 1899.
However, the documented history of the Royal
Dutch/shell group the Indo-Pak subcontinent dates
back to 1903 when a partnership was struck
between the shell transporter and trading
company and the Royal Dutch petroleum company
to supply petroleum products in Asia.
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MARKETING PROJECT REPORT
The Shell brand name enjoys a 100-year history in this part of the
world, dating back to 1899 when Asiatic Petroleum, the far eastern
marketing arm of two companies: Shell Transport Company and Royal
Dutch Petroleum Company began importing kerosene oil from
Azerbaijan into the subcontinent. Even today, the legacy of the past is
visible in a storage tank carrying the date - 1898.
Company’s Slogan
“You can be sure of Shell”
Company Objective
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Goal of Shell
The goal of the company is to position itself as the preferred oil
company in Pakistan, leading the field in its commitment to safety,
customer service, quality and environmental protection.
Services:
Services are the form of product that consist of activities, benefits, or
satisfaction offered for sale that is essentially intangible and do not
result in the ownership of anything. The services that provide shell
Pakistan limited are given below.
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Product Mix
“Product mix is the set of all the products offered for sale by a
company.”
The structure of product mix has both breadth and depth. Its breadth
is measured by the number of product line carried and its depth by the
variety of sizes, colors and models offered within each product line.
Thus the two main products which Shell Pak. offers are fuel and
lubricants. These have further classifications in various constituents
which form the product line.
Product line:
Shell has two product lines namely, fuel and lubricants.
Fuel:
Shell offers a wide range of fuel. These are:
Hi-Octane
Super Unleaded
Super
Hi-speed Diesel
CNG
Lubricants:
The various lubricants offered by Shell are;
Rimula C
Rimula D
Rimula X
Helix Plus
Helix Super
Helix Standard
Shell Helix(CNG)
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MARKETING PROJECT REPORT
Introduction Stage:
At the introduction stage market size and growth is slight. It is possible
that substantial research and development cost have been incurred in
getting the product to this stage. In addition, marketing costs may be
high in order to test the market, undergo launch promotion and set up
distribution channels. It is highly unlikely that companies will make
profits on products at the introduction stage. Products at this stage
have to be carefully monitored to ensure that they start to grow.
Otherwise the best option may be to withdraw or end the product.
Growth Stage:
The growth stage is characterized by rapid growth in sales and profits.
Profits arise due to an increase in output [economies of sales] and
possibly better prices. At this stage, it’s cheaper for business to inset
in increasing their market share as well as enjoying the overall growth
of the market. Accordingly, significant promotional resources are
traditionally invested in products that are firmly in the growth stage.
Shell Pakistan introduction stage is successfully done because it comes
from the international market and enters in Pakistan market. Now
company has about 40-45.5% of market share and still growing
Maturity Stage:
The maturity stage is perhaps the most common stage; it is in this
stage that competition is most intense as companies fight to maintain
their market share. Here both marketing and finance becomes key
activities. Marketing spend has to be monitored carefully, since any
significant moves are likely to be copied by competitors. The maturity
stage is the time when most profit is earned by the market as a whole.
Shell Pakistan not yet enters in maturity stage.
Decline Stage:
In the decline stage the market is shrinking, reducing the overall
amount of profit that can be shared amongst the remaining
competitors. At thus stage great care has to be taken to manage the
product carefully. It may be possible to take out some production cost,
to transfer production to cheaper facility, sell the product into other
cheaper market. Care should be taken to control the amount of stocks
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MARKETING PROJECT REPORT
Pricing
Price is the amount of money for which a product is offered in the
market. The amount of money charged for the product of services of
sum of the value that consumer exchange for the consumers exchange
for the benefits for having or using the product of services price is only
which brings revenue in the market, so it plays a tremendous role in
the market.
Strategies of Pricing:
There is to types of strategies present in marketing.
• Market skimming price
• Market penetration price
Survival:
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Target Market
A target market is the market segment which a particular product is
marketed to. It is often defined by age, gender socio-economic
grouping.
Market quality
Target choice
Product positioning
Market maturity
Diversity of buyers need
The companies size
Strength of the competition
The volume of sales requires for profitability
Market Targeting
It is the process of evaluating each market segment’s attractiveness
and selecting one or more segments to enter. Market targeting
depends upon the financial positioning of company. If company is
strong financially then he must go for market targeting. Shell in
Pakistan produces verities of products. All these products are available
urban as well as rural area.
Market Segmentation
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Demographic segmentation
Geographic segmentation
Psychographic segmentation
Demographic Segmentation:
Demographic segmentation is dividing the market in to groups based
on demographic variables such as:
Age
Gender Education
Income
Family size
Occupation
Social class
Shell introduces their product for upper class, upper middle class and
middle class. In other words shell produces its products for everyone
who have automobile.
Geographic segmentation:
Geographic segmentation is dividing the market in to different
geographical units such as.
Region
Density
Cities
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MARKETING PROJECT REPORT
Niche marketing
Mass Marketing:
Shell Pakistan limited go for the mass marketing because its
distribution is very extensive. Internationally its products are goes into
international market.
Positioning:
The process of arranging of product to occupy clear distinct and
desirable place related to competing products in the minds of target
consumer. Shell Pakistan companies lies its growth stage in the market
and enjoys 65% shares. Now gradually with the increase of growth rate
is expands its products line and also its distributions.
Marketing Channel
“Marketing channels are set of interdependent organizations involved
in the process of making a product or service available for use or
consumption”
The entities involved in the distribution of Shell products in Pakistan
are:
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Cash Discount:
“A cash discount is a price reduction offered to buyers to pay their bills
promptly.”
Shell offers such discounts to its distributors. The distributors take the
products from the depots and have to pay in a certain time period.
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MARKETING PROJECT REPORT
Discount Description
It means that the distributor can
2/10 net 30 get 2% discount, if he makes the
payment within 10 days which is
due in 30 days.
4/10 net 40 Distributor can get 4% discount, if
he makes the payment within 10
days which is due in 40 days.
6/15 net 50 Distributor can get 6% discount, if
he makes the payment within 15
days which is due in 50 days.
8/20 net 60 Distributor can get 8% discount, if
he makes the payment within 20
days which is due in 60 days.
10/25 net 70 Distributor can get 10% discount,
if he makes the payment within 25
days which is due in 70 days.
Quantity Discounts:
“A quantity discount is a reduction in price on the basis of quantity
purchased or consumed.”
There is no set pattern according to which Shell offers quantity
discounts, however it keeps on introducing certain schemes in order to
keep its customers and consumers satisfied and intact.
Examples of Quantity Discounts:
Promotion
Advertising:
“Advertising is any paid form of non-personal presentation and
promotion of ideas, goods or services by an identified sponsor.”
Kinds of Advertisement:
There are different kinds of advertisements which a company may
adopt during the PLC.
Shell also requires advertising its products in order to create
awareness about the new or already existing products.
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The types of advertisements which Shell Pakistan Ltd. Has adopted are
as follows:
Informative Advertisement:
“The type of advertising which is done during the introduction stage of
a product is known as informative advertising.”
Shell adopted this strategy when it launched its Shell Helix CNG Oil. It
adopted all kinds of media to inform the public about the new product.
Shell advertised through Television, News Papers, billboards, etc.to
build a good product image in the minds of the customers.
Persuasive Advertising:
“The advertising done to compete with the competitors and to create
more demand of the product in comparison to the competitor’s
products, is known as persuasive advertisement.”
Shell Pak Ltd. also adopts such strategy to compete with its
competitors. You must have seen various adds of Shell featuring
celebrities like Michael Schumacher in order to make them attractive
and also adds in which comparison is made among Shell and
competitor’s products. Comparison features include purity, viscosity,
efficiency and performance.
• Internet
• Telephone Service (This function is performed by “Shell Edge”
customer services centers. Their toll free number is 0800-22737)
• Newspapers
• Magazines (Shell has its own magazine “Spirit”)
• Billboards
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Stars:
Stars are high growth businesses competing in the market. Often they
need heavy investment to sustain their growth.
Cash Cows:
Cash cows are low growth businesses with relatively high market
share. These are mature successful businesses with relatively little
need for investment.
Question Marks:
These are the SBUs with low market share but which operate in higher
growth market.
Dogs:
Dogs refer to businesses that have relatively low share in unattractive
low growth markets. Organizations prefer to divest from dogs.
Strengths:
Shell strengths mean what are the positive points of the organization.
The strengths of shell Pakistan Ltd are:
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MARKETING PROJECT REPORT
Weaknesses:
Opportunities:
Threats:
Threats are actually competitors.
PSO and CALTEX improvement.
Installation of stations by TOTAL.
The smuggling of petrol in Balouchistan from Iran.
Entry of new companies in the refinery sector.
Environmental Analysis
External Environment:
For the analysis of external environment following are important
factors (PEST).
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Political forces
Economic forces
Socio cultural forces
Technological forces
Political forces:
In Pakistan there are rapid changes of Government since poison. Each
government that came in power condemned the planning work done
by the precious government. The slow development due to political
instability but now the preset government is very stable to grow
because govt. is providing incentives to different industries.
Economic forces:
In Pakistan GNP is 5.41 and inflation rate is very high which is 12.7.
The balance of payment position in Pakistan is -3.5%. The employment
rate is 34.94 million.
Socio-cultural forces:
In Pakistan population is increasing and social values are also changing
so the demand of fuel consumption is also increasing. People are
coming from rural areas to cities and their motor cycle for traveling.
Pakistan’s attempt to raise the living standards of its citizens has
meant that economic development has largely taken precedence over
environmental issues.
Technological forces:
Pakistan environment regarding the technology is not very advance
due to the lack of resources. Natural gas, because of its environmental
qualities, efficiency, and technological advances are going to play an
increasingly important role in meeting demand for clean energy.
Internal Environment:
Customer
Supplier
Labor component
Competitors
Customer:
Our customer is high class, low class and also middle class, because
every class is used petrol for consumption.
Supplier:
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Labor component:
Labor is frequently available in Pakistan because of high
unemployment rate. Skilled and unskilled persons are available at
lower wages.
Competitors:
Major competitors of Shell are PSO with petrol pumps and Caltex with
petrol pumps. But shell Pakistan limited operates in the petroleum
refinery sector. Shell Pakistan limited also competes with three other
petroleum refiners in Asia
Organizational Resources
Shell has established 1404 petrol filing station in different areas of
Pakistan. But now the company is trying to reduce the number of
petrol filing station because they do not need that filing station, whose
monthly sales are less then 500000 liters. Up till now about 50 pumps
are renovated in different cities of Pakistan.
Types of Resources:
1) Marketing
2) Financial
3) Research and Development
4) Human Resource
5) Operation
6) Information System
Marketing:
Shell has strong distribution channels. Their market size is very large.
Therefore, marketing staff is very efficient and their main objective is
satisfying the customer and people have the brand loyalty.
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MARKETING PROJECT REPORT
Human Resources:
Shell provides the training facilities to their labor and management to
create the good relation to their employees. Shell Company also
motives its employees and provides different incentive on their good
performance.
Operation:
Operation of the company is based on continues improvement is the
acknowledgement that workers experience and knowledge can help to
shoe production problem and contribute towards tightening variances
and reducing error.
Information System:
Shell design and manage high-class information system that improves
the productivity and decision-making. In organization information may
be collected, stored and synthesized in such manner that answers
important operational and strategic questions.
Information system is one of the strength of the organization. It
provide aid in environmental scanning and in controlling activities, it
can also used as a weapon in gaining competitive
advantage.
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MARKETING PROJECT REPORT
Financial Performance:
Sales Analysis:
Shell Pakistan Limited reported sales of 63.63 billion Pakistan rupees
for the fiscal year ending June of 2001. This represents an increase of
76.2%, versus 2000.When the company’s sales were 36.12 billion
Pakistan rupees.
During 2001, the company’s sales increased at a faster rate than all
three comparable companies. While shell Pakistan limited enjoyed a
sales increase of 76.2% the other companies saw smaller increases;
Chennai Petroleum Corporation Limited sales were up 29.1%, National
Refinery Limited increased 15.9%, and Mangalore Refinery &
Petrochemical Limited experienced a sales decline of 6.3%. Shell
Pakistan Limited currently has 608 employees with sales of 63.63
billion Pakistan Rupees.
Stock Performance:
In recent years, this stock has performed terribly. In fiscal year 2000
the stock traded as high as 367.50 Pakistan rupees. During the past 13
weeks the stock has fallen 803%.
During the 12 months ending 30/06/01, earnings per share totaled
30.12 Pakistan rupees per share. Thus, the price/Earning ratio is 5.48.
Earning per share fell 18.7% in 2001 from 2000.The Company’s price
to book ratio is higher than that of all three comparable companies,
which are trading between 0.25 and 0.97 times book value.
Profitability Analysis:
On the 63.63 billion Pakistan rupees in sales reported by the company
in 2001, the cost of goods sold totaled 44.75 billion Pakistan rupees, or
70.3% of sales. This gross profit margin is significantly better then the
company achieved in 2005, when cost of goods sold totaled 91.1% of
sales.
Shell Pakistan Ltd’s 2001 gross profit margin of 29.7% was better than
all three companies.
Competitor Analysis
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Customer Services
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Brand Image
Quality and quantity
Customer Services:
Shell Pakistan Ltd is working for customer satisfaction because
customers play a very vital role in the prosperity or failure of a
particular company. That is the reason that shell is operating with the
basic aim to satisfy its customers and provide better and better service
to its customer. In brief it can be said that shell gives a strong
emphasis on customer services.
Brand Image:
The Second strategy of shell is creating a strong Brand image of the
company in the customer mind. In Visual terms, the installation of
Shell’s Retail Visual Identity (RVI) makes a striking and immediate
difference between shell’s gasoline stations and those of its
competitors, Pakistan state Oil (PSO) and Caltex. The RVI programmed
is massive, for the 1200 or so sites which shell inherited through the
take over, around two thirds are scheduled to be developed as RVI
sites, many of them being completely redesigned from the
underground storage tanks up. In addition, new sites are being
acquired in strategic locations.
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Recommendations
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