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Shell Helix

BA 170: Marketing Plan
by

Chel Alcantara

on 4 April 2013

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Transcript of Shell Helix

SHELL HELIX LIFE of your ENGINE Alcantara . Antolin . Austria . Giron . Guevarra . Lao . Robles 2013 SHELL CAR EXPO Brought to you by Shell Helix Communication STRATEGIES CURRENT
Communication Analysis PHASE 1 1st KEY PERFORMANCE INDEX Phase Time Frame 1. Brand Activation Launch: at least 50% of driver organization/enthusiasts shall attend
2. Stable TV ratings for the chosen time slot of the advertisements 2nd Phase Time Frame 1. Positive response from jeepney organizations (drivers and operators) due to public relation support
2. At least 20% increase in purchases, prioritizing Hx3 (jeepney drivers)
3. At least 15% increase in “change oil” services Brand Framework BRAND STRATEGY MAP Current consumer market behaviour Consumer
Insight Desired consumer market behaviour Current consumer mindset Desired consumer mindset I am willing to try all engine oil out there, as long as I have access to it. They are all the same somehow, they just differ in prices. With Shell Helix, I can ensure the wellness of my car. Other brands cannot do what Helix does. I want a prime maintenance for my car, and I want to choose what’s best. I have an informed choice, and I am assured that Helix is the best. I want to ride on my progress in life through mobility and ease of travel. My car is one of my most-prized possessions and I want it to be well-maintained, but be hassle-free in doing so. BUSINESS STRATEGY CREATIVE STRATEGY Business Objective + Marketing Objective Major Business Issues/ Opportunities Consumer Insight Marketing Strategy To gain market leadership in the Philippines versus Petron Ultron in 2013. To increase trial purchase by grabbing at least 20% of Petron Ultron’s loyal users for non-users of Helix; also to increase loyalty among current Helix users. Lack of brand equity of all variants, of the services provided (e.g., Ultra is almost always the one advertised), and of Shell as a whole. I want to ride on my progress in life through mobility and ease of travel. My car is one of my most-prized possessions and I want it to be hassle free; it also serves as my badge of success and progress. Launch new product and communication strategies to create better and more holistic brand equity, to guide consumers what variant is suitable for their vehicle and income, and to add service packages. The segmentation of Petron Helix is problematic. Customers only react on price and are often confused what to use for the type of car they are using. It is the right time to create a campaign for motor oils and relate brand equity to consumers. Unique Selling Proposition Reasons to Believe Brand Tonality Brand IDEA Only Shell Helix gives the best, well-suited and hassle-free motor oil for your car needs. Packaging will include the vehicle in each variant that is well suited to it.
Shell is the world’s leader in lubricant research, guaranteeing its hassle free performance, consistency and adapting to the needs of the consumer – well-crafted for the Filipino user of any vehicle type through its wide range of products. Helix will be presented as an experienced and knowledgeable fellow car lover that understands your car needs. He believes in the unity of car owners who seek what’s best for their cars. Life of your engine. PRODUCT
STRATEGIES Highlighting of Feature MODIFICATION/S IN FEATURE Protects and cleans your utility vehicle engine. Same performance all day, all-night. Provides extra care and low maintenance with improved responsiveness. First-class oil for your first-class vehicle. Boosts your engine through its high quality and safe full synthetic oil mixture. Maximum performance given by the best performing oil. Highlighting of Service CHANGE IN FEATURE First-rate change-oil service Car Specialist's expertise Competitive advantage Communicated through packages and Shell stores HX3 : HX7 : Ultra : PRODUCT LIFE CYCLE PRICE STRATEGIES Pricing Objective Maximum Market Share Inelastic Geographical Pricing Differentiated Pricing Price Adjustments PLACE STRATEGIES Value Delivery Network Recommendation: specialty store retailing in the general category horizontal marketing system Sales Force Differences: Man Method Materials •Extensive communication

•Focus on Ferrari

•No specific “Filipino” campaigns

•Focus on the Shell Helix Ultra variant

•No highlight in the actual change oil service

•No major marketing campaign in the industry for the past 2-3 years Proposed Communication Strategy Big Idea Statement and Key Visual USP : Only Shell Helix gives the best, well-suited and hassle-free motor oil for your car needs. Brand Idea : Shell Helix. Life of your engine. Big Idea : Shell Helix supports all drivers from all walks of life, being with them through every life goals. Proposed Communication Strategy Campaign Phases (for 1 year) PHASE 1 Product Range Re-Launch Advertising
Public Relations
Sales Force
Brand Activation PHASE 2 Target Largest Segment Utility Drivers Advertising
Public Relations
Sales Force IMC Execution Plan Proposed Communication Strategy Public Relations and Sales Force (applicable for Phase 1 and 2) Car Owners Description Context Insight Key Message Executions
(Communication Disciplines) Out-of-Home /
Sales Force Communication Sales Promotion – free samples POS/Visual Merchandising –
auto-shop displays, gasoline station shop displays Direct Marketing –
based on segmentation; email and text brigs from customer databases In-store purchase –
for those who buy in Shell gasoline stations under personnel's guidance Public Relations and Sales Force (applicable for Phase 1 and 2) Driver/Car Organizations Description Context Insight Key Message Executions
(Communication Disciplines) Out-of-Home /
Sales Force Communication Sales Promotion – samples POS/Visual Merchandising –
auto-shop displays, gasoline station shop displays Direct Marketing –
based on segmentation In-store purchase –
for those who buy in Shell gasoline stations PR – support organizational events through sponsorships Public Relations and Sales Force (applicable for Phase 1 and 2) Mechanic Description Context Insight Key Message Executions
(Communication Disciplines) Out-of-Home /
Sales Force Communication Sales Promotion – samples Personal Selling –
in auto shops at the start of phases Direct Marketing –
based on the type of cars they repair the most, recommendations POS –
give out sample flyers; sponsor signboards bearing the Shell Helix logo PR –
initiate word-of-mouth recommendations incentivized by the aforementioned marketing strategies TV Commercial Radio Commercial Print Brand Activation: Scene 1: 4 different drivers
Scene 2: Go to a Shell Station
Scene 3: Use of product and service
Scene 4: Tagline 4 drivers’ testimonials 4 vehicle owners with their vehicles and the corresponding Shell Helix variant for them Car Expo PHASE 2 Radio
Commercial Same narration as TV commercial
(like a radio drama) TV
Commercial
Full transcript