Marketing plan for shell helix 2011 2013 master project in business and marketing management

TRƯỜNG ĐẠI HỌC MỞ TP HCM UNIVERSITÉ LIBRE DE BRUXELLES HO CHI MINH CITY OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOL MBMM4 LÂM QUANG THỊNH MARKETING PLAN FOR SHELL HELIX 2011-2013 Tutor’s Name: Dr TRẦN HÀ MINH QUÂN Ho Chi Minh City (2010) ACKNOWLEDGEMENT OF COMMITMENT I, Lam Quang Thinh, have prepared and conducted this project “Marketing Plan for Shell Helix 2011-2013” as the final project of my MBMM4 program With the approval and great advices from the National B2C Sales Manager of Shell VN Co., Ltd – Ms Bui Thi Thanh Ha and Shell company, this project has been accomplished by myself and served the Shell VN company as a real case I trust the legality of all references, information sources, updating and materials using to complete this project And I am confident to submit it to Solvay MBMM Faculty, Professors and Jury members ACKNOWLEDGEMENT OF APPRECIATION Firstly, I would like to say my sincerely thanks to all who have given me fully helping hands to finish well this project Your valuable inputs, guidance, documents offer and encouragement are able to treasure for my project accomplishment I also would like to express my great appreciation towards Dr Tran Ha Minh Quan who has provided me a lot of insightful feedbacks and devoted guidance to my work I simply can say, it is a great chance for me to be with you I also convey my sincere thanks to Shell VN Ltd., Co - Sales and Marketing team for giving me the general information, findings, an opportunity to undertake about the Shell real case for my studying of the Master of Marketing and Management program and warmest thanks to my mentor, Ms Bui Thi Thanh Ha – National B2C Sales Manager who was spending her valuable time to me a lot of market insights and valuable ideas for this final project And, I also would like to take this opportunity to present my grateful heart to all professors, lecturers from the Open University of Ho Chi Minh city and the Solvay Business School In the last one and a half year, you have full-heartedly directed us to the broad path of updated knowledge treasure Besides that, I would like to present my sincerely thanks to the Post Graduate Office and our program coordinators, Mr Serge Bywalki and Ms Nguyen Thi Mong Thuy and all my MBMM4 classmates for your kind supports, useful information updating during my studying course Finally, I wish to express my gratitude to my family who give me strength to fulfill the project as well as the whole program COMMENTS OF TUTOR Mr Lam Quang Thinh had proven his capability and willingness to complete this project Overall: Very comprehensive I would like to recommend this project should be presented to Solvay MBMM Faculty, Professors and Jury members Good luck and success! TABLE OF CONTENTS Page ABBREVIATIONS LIST OF CHARTS AND TABLES EXECUTIVE SUMMARY INTRODUCTION PART 1: ABOUT SHELL VN CO., LTD Establishment and achievement Vision and mission 3 Corporate strategies and goals 4 Core value and sustainable competitive advantage PART 2: SITUATION ANALYSIS SLEPT Analysis Market demand analysis Competitor Analysis Shell Analysis ( SWOT ) 12 4.1 Strength 12 4.2 Weakness 12 4.3 Opportunity 12 4.4 Threat 12 Customer Analysis 13 5.1 Customers’ decision-making process 13 5.2 Influencers 13 5.3 Purchasing drivers 14 5.4 Key success factors 14 PART 3: MARKETING PLAN & IMPLEMENTATION Marketing Objectives 15 Marketing and Sales Strategies 15 2.1 Segmentation & targeting consumers 16 2.2 Positioning 17 2.3 Point of difference 17 Marketing Program 17 3.1 Product 18 3.2 Price 20 3.3 Place 20 3.4 Promotion 23 3.4.1 The Marketing ATL for Shell Helix 23 3.4.2 The Marketing BTL for Shell Helix 24 Marketing implementation 25 4.1 Sales and Finance 25 4.1.1 Sales revenue 25 4.1.2 Financial projection 25 4.1.3 Budget planning 26 4.2 Corporate structure 26 4.3 Marketing program implementation 26 4.4 Monitoring, Evaluation and Control 28 REFERENCES APPENDICES ABBREVIATIONS ASEAN Association of South East Asia Nations ATL Above the line B2B Business to Business B2C Business to Customer BTL Below the line COGS Cost of Goods Sold CRM Customer Relationship Management DIFM Do it for me DIY Do it yourself/myself FDI Foreign Direct Investment FOC Free of Charge FWS Franchise Workshop GDP Gross Domestic Product GFD Go Forward Distributor GSO General Statistic Office HCMC Ho Chi Minh City IBYDIFM I buy you it for me IWS Independent Workshop JV Joint Venture LPG Liquid Petroleum Gas MCO Motorcycle oil MBMM Master in Business and Marketing Management MMIS Marketing Management Information System MPV Multi Purpose Vehicle OEM Original Equipment Manufacturer PCMO Passenger Car Motor Oil PR Public Relation R&D Research and Development Re Retailer RTM Route To Market SLEPT Social Legal Economic Political Technological SWOT Strength, Weakness, Opportunity and Thread SUV Sport Utility Vehicle SIPC Shell International Petroleum Company Shell VN Ltd., Co Shell Vietnam Limited Company TOM Top of mind UK United Kingdom USD United States Dollar VN Vietnam VND Vietnam Dong VAMA Vietnam Automobile Manufacturers’ Association WOM Word of mouth WS Wholesaler WTO World Trade Organization LIST OF CHARTS AND TABLES Page CHARTS 2.1 Brand Positioning Map 2.2 Shell Lubricant Distribution System 3.1 Marketing Plan for Shell 4.1 Revenue of Shell 2000-2010 TABLES 2.1 The Number of Registered Vehicles 2.2 Capacity versus Consumption of Automobile Lubricant 4.1 Financial Projection 2011-2013 4.2 Budget Planning 2011-2013 4.3 Marketing Program EXECUTIVE SUMMARY Shell is the global largest manufacturer of energy and the world leader in petrochemicals Shell helps to meet the world's growing demand for energy in economically, environmentally and socially responsible ways Shell innovative approach ensures to help tackle the challenges of the new energy future Shell is offering consumers a wide range of energy such as Fuel, Bitumen, Liquid Petroleum Gas (LPG), Chemical, Lubricant… Over 110 years operation in Vietnam, Shell is supplying a wide range of petroleum products to meet the Vietnamese consumption demand With the implementation of the Vietnamese industrialization–modernization process, a lot of infrastructure constructions and automobile manufacturing factories have being built and expanded And the transportation demand in Vietnam is continuously increasing year by year Shell has many significant success in launching Shell Advance for motorbike and Shell Rimula for diesel engines (heavily truck, van, boat…) But Shell Helix is still new and low perceived the automobile lubricant brand in Vietnamese market Basing on the Office of Transport Registration–Vietnam, there were 721.859 registered cars in August 2007 The growth rate of Vietnamese automobile market is over 14% year by year (versus the world growth rate of 3%) and will be even greater in the coming years due to greater private luxury cars demand; the decline 70% of automobile import tax rate; lots of international well known brand name of automobile manufacturing factories in VN such as Honda, Mercedes, Mitsubishi… And the result that, it creates chances to penetrate automobile lubricant by many lubricant companies such as BP-Castrol, Exxon Mobil, Caltex…which are investing budget for brand building and gain market share in this potential automobile segmentation in Vietnamese market And Shell Helix is recognized in top leading brand of high quality automobile lubricant brand in over the world This Marketing Plan has prepared for Shell VN to analyze, 19 viscosity at 100 degree Celsius Shell Helix is able to adjust itself to the temperature within the engine and the external climate factors in your area that affect your engine as well Car engine lubricants have definitely come a long way from a few years ago Along with bigger, faster engines came the demand for better synthetic engine oil and lubricants such as Shell Helix Ultra Shell Vietnam has pursued a strategy of supplying good quality lubricant to Vietnamese market Shell has communicated to provide the high quality Shell Helix good credibility and always be considered the top international leading lubricant brand name leader in quality which is also considered as a good signal of their long-term business in Vietnam The key message and commitment from Shell Global is proud of supply the best quality of Shell Helix Ultra and sponsor the Formula One Motorsport Racing with Ferrari and Ducati Shell Vietnam’s products meet international standards and at the same time work well in Vietnamese weather and infrastructure conditions Shell is supplying variety of lubricants for both channel B2C and B2B In this project, the Shell B2C lubricant distribution is mentioned to provide lubricant products for automobile only beside lubricant products for motorbike, ship, boat It is a diversified and fragmented market, in which lubricant for automobile and motorbike take a big part As the market leader, Shell Vietnam offers different products for different types/ models of vehicles, however, mainly targeting to premium segment Shell considers customer services an important part of their products, including:  Technical supports: Shell responses to all consumers’ queries and consult them how to use the product in the most appropriate and efficient way  Distribution supports: Shell assigns trucks for distributors to transport products to retailers, provides training to distributors and retailers on product specifications and advantages, monitors the end-consumers’ usage and their reactions towards the product quality 20 3.2 Price Pricing is an important game to play especially when we determine to improve its brand image In this project, Pricing strategy is not mentioned Currently, Shell continues to be loyal to the price advantage strategy to imported brands from Shell Group with high technology lubricant Research needs to be done to study the maximum range that we can increase price according to our new brand image perception 3.3 Place The Shell VN strategy about the market penetration and distribution network development is to achieve the horizontal growth More penetration for Shell is sought in assessed potential markets, the North, South East and Central of Vietnam Table 7: Shell Vietnam Distribution in nationwide Shell Vietnam Distribution There are key distribution channels (B2B & B2C) delivering Shell lubricant to customers and consumers  B2C: 10 Go forward distributors + 34 distributors to distribute Shell lubricant  B2B: In term of increasing of agents and companies (transport, construction, factories…) Shell VN warehouse 60% of Shell sales 40% of Shell sales B2B Channel B2C Channel 10 GFD Distributors OEM/ FWS/ IWS 34 Distributors WS and Retailers (Over 10,685 outlets) Agents Key account customers Transport companies Consumers - Distributor selection in these regions needs to be reviewed in terms of retailer base, logistics, payment and field Sales force in order to improve distribution efficiency and sales 21 - Specific trade terms, trade promotion to lubricant shops, spare parts, IWS to customers will be considered for PUSH the Shell Helix’ s distribution - Personal selling, consulting staff or direct marketing can be used in FWS, OEM and transportation companies to influence and build Shell Helix’s brand and promote sales at the end Moreover, Shell VN is restructuring the Sales distribution network in nationwide with the “Route To Market” project to set up the stronger and more professional distributors which are Go Forward Distributors Overall, Shell sales’ distribution has been assessed highly effective Shell has cleverly taken advantage of the distribution network which is developed by distributors, wholesalers and retailers, as such Shell has established long-term relationship with partners, saved cost on sales personnel and found opportunities to further distribution expansion - The Go-forward distributors have being set up with fully co-operation and good mindshare and clear Sales distribution strategies to bring Shell products to everywhere in the professional approaches - All points of purchase need strong, consistent and professional branding which is in line with brand positioning and personality - A field sales force of enough representatives will be recruited and trained to provide more care and services to wholesalers and retailers across regions - A separate sales team includes experienced and professional people will be assigned for OEM or automobile manufacturers segment Sales calls will be made to commercial customers on monthly basis - Sales calls will be organized on quarterly basis by managers to distributors to strengthen relationship and manage more effectively - Customer Relationship Management (CRM) is a next step for Shell to keep track customers’ Sales history, their satisfaction and contribution to sales so that the company has an appropriate program to each customer 22 - Training will be done at least twice a year for sales representatives Subjects to cover are product knowledge, selling skills and customer insights - Shell needs to continue building strong channel relationships through BTL programs such as Influence the Influencer and incentives for selling Shell - Channel focus should be on IWS, spare part, mechanic as it is the most popular channel have successfully entered this market Shell VN has received some Sales successful tools to penetrate and gain big or potential customers and consumers One of them is D-SPANCOP which is applying in customers relationship building Table 8: D - SPANCOP D-SPANCOP is creating a Hunting Culture today to beat tomorrow’s target! Suspect Prospect Approach Negotiate Close Order Payment 23 3.4 Promotion Shell Helix’s facing in Vietnam is not price or product driven In Vietnam, Shell Helix’s key challenges are awareness, visibility and availability The focus and effort should be to build Shell Helix brand equity first To be sustained in the market, the brand is recommended to own the Shell global related to “high quality” and “superior engine protection” and “Clean up to 5x better” 3.4.1 The Marketing ATL for Shell Helix: - Brand communication is top important as Shell Helix is on the way of rejuvenating its brand position Most of buyers have not much experience or knowledge in automobile lubricant, the best ways for Shell Helix to gain the awareness and preference through Shell Helix credibility and image building through media, WOM, PR… Table 9: The Shell Marketing Approach and Communication The Marketing ATL to approach all Influencer (Buyers and users) BUILD CREDIBILITY BUYERS / USERS FOSTER WORD OF MOUTH TRADERS ENTHUSIAST OEM / FWS Identify the channels where the enthusiast audience go to get and share information and commence a dialogue with them and turn them into Shell experts and advocates of the brand COUNTER STAFF Provide the trade and trade influencers with a strong benefit which is relevant and appropriate to create belief in the brand MEDIA SEMINAR MECHANICS CAR WASH BE THE EXPERT SHELL CLUB Position Shell as the expert in the field, the “to-go” person for more information, leveraging group wide activities and Lubricants position as a technology leader and involved in topic discussions and consult such as Fuel Efficiency BRING TECHNOLOGY TO LIFE Enable consumers to understand, interact and experience the technology behind the brand driving credibility and confidence in Shell Helix choice for automobile high quality lubricant - In addition, CRM will be a powerful supporting tool for us to have loyalty programs for current customers and trial invitations for potentials Good customer analysis might increase chances to win customers / consumers of competitors, which we believe the most challenge for our sales and marketing management 24 - Loyalty club and events for drivers or influencers (mechanics, retailers, salesmen) which is strongly branded is an effective tool to communicate in order to add values to its offerings - Market activations, community events, trade fairs, seminars, motorsport racing sponsorship are a common way to communicate the international brand-Shell Helix to consult Shell Helix knowledge, Shell Helix demonstration or engine testing… - A “Safety and environment friendliness” campaign should be innovation campaign in community and mass media to create well relationship to customers, good brand publicity towards society and at the end positive feeling about the brand 3.4.1 The Marketing BTL for Shell Helix: It is very important to launch some BTL activities for Shell Helix in all channels (IWS mechanic, Car washes, Fuel station), to increase awareness and to stop the switching of brands amongst the intenders – Shell needs to continue building strong business relationships with customers through BTL programs such as Influence the Influencer and incentives, bonus or lucky withdraw for selling Shell Helix - Moreover, Shell need to improve the customer’ s business relationship by the trade loyalty program or Exclusive Shell shops to increase Shell Helix’s revenue and market share in the IWS and FWS channel - Communication via distribution channels is considered primary, i.e brand message will be conveyed at point of sales, via personal selling and direct marketing - There will be a lot of opportunities to have brand sponsorship (exclusively or cooperatively) to events like contest on traffic laws or car racing - Seminar, loyalty club and events for drivers or influencers (workers, retailerowners, salesmen) which is strongly branded is an effective tool to communicate in order to add values to its offerings Today, Shell is facing with the stronger competitor of BP-Castrol which are pushing a lot plans to gain this potential market share in VN Therefore, Shell can 25 also counter with a product differentiation strategy (e.g High synthetic quality, value added, good packing, and eye-catching color of lubricant and consulting customer services MARKETING IMPLEMENTAION 4.1 Sales and Finance 4.1.1 Sales Revenue: Historically, Shell Helix automobile lubricant has had yearly increasing in sales revenues since its launch in 2006 Sales jumped in 2009 when we launched Sales and Marketing strategies for automobile lubricant products as supporting from the Shell global Marketing Sales of automobile lubricant continue to rise dramatically in 2009-2010 in line with the growth of automobile vehicles in Vietnam Table 10: Shell Helix’ s Sales revenue 2006 - 2010 1.6 1.4 1.2 1 0.8 0.6 0.4 0.2 57 14 2006 2007 2008 2009 4.2.2 Financial Projection Financial projection for Shell Helix as below: Table 10: Shell Helix’ s Sales revenue 2006 - 2010 2010(plan) 26 4.2.3 Budget planning Table 11: Shell Helix’ s Marketing Budget 2011 – 2013 4.2 CORPORATE STRUCTURE With the currently increasing of automobile lubricant demand and launching success the Shell Helix’s Marketing plan, the first priority that Shell need to strengthen the Marketing department, including the dedicated Brand managers in charge of all marketing activities for building Shell Helix’s image in Vietnam Next, Shell need to utilize and upgrade the current Marketing Management Information System (MMIS) to keep track all marketing activities in the market place in-charged person of MMIS is structured in the Marketing Department as well Finally, Shell Marketing department set up the hotline’s staff to answer or consult consumers about lubricant technology knowledge 4.3 MARKETING PROGRAM IMPLEMENTATION Table 12: The implementation of Shell Helix’ s Marketing Plan 2011 – 2013 27 28 4.4 MONITORING, EVALUATION AND CONTROL In order to measure the current marketing plan and launch next marketing plan, the evaluation of each strategic marketing plan will make yearly by marketing team or third parties to provide feedback loop to the next year’s marketing plan During launching the marketing plan, the marketing team need to co-operate with lots of other function departments or partners to make sure the well preparation, rehearsal, monitoring and preview each small stage in the whole marketing plan in order to make sure to deliver the key messages or concepts to the targeting consumers Additionally, Shell can use internal tracking database system about monthly or quarterly Sales to review its movement and have right and prompt re-action plans or adjustments to contribute the success of the marketing plan For the external source’s reference, the market research can be conducted pre or post - launch of any programs to customers and consumers to evaluate their impacts and feedback loop to the next year’s marketing plan The research recommendations will be considered to adjust marketing plan every year Continuous tracking studies will monitor the brand performance every year To maximize the marketing plan’s success, Shell should make sure the visibility and availability of Shell Helix brand and lubricant products on the marketplace The visibility of Shell Helix will be on the poster, hanger, billboard, catalogue, T.V adv, newspapers, radio… And the field sales team will visit, suggest orders to customers and display Shell Helix products to make sure the availability of Shell Helix in any shops as in the Sales routing plans Vietnamese consumers can see and buy Shell Helix at any shops at anytime The Sales team management will random make field-calls visit to build the business relationship and improve the products consulting service and collect some actual feedback from customers so that Shell can design appropriate marketing and business plans 29 REFERENCES Alain Van den Eynde, Professor of Solvay Brussels School (2010), Marketing & Business communication, PR and Advertising Ashok Ranchhod (2004), Marketing Strategies: A Twenty-first Century Approach, Pearson Education Limited United Kingdom Christian Blumelhuber, Professor of Solvay Brussels School (2010), Building and Managing Brands Claire Gruslin, Professor of Solvay Brussels School (2009-2010), Marketing Research, Business Information Systems & Competitive Intelligence Claude Boffa, Professor of Solvay Brussels School (2010), Domestic & International Distribution and Retailing Dave Friedman (2008), The Six C’s of Social Influence Marketing David Jobber (4th Edition 2004), Principles and Practice of Marketing Fabian Delahaut, Professor of Solvay Brussels School (2010), Sales & Customer Relationship management Gerald L Manning, Barry L Reece (3rd Edition, 1987), Selling Today 10 Gilligan Colin, Wilson Richard M S (2005), Strategic Marketing Management: Planning, Implementation and Control 11 Jean Pierre Baeyens, Professor of Solvay Brussels School (2009), Strategic Marketing Management 12 Jean Pierre Aerts, Professor of Solvay Brussels School (2009), Business and Marketing Planning 13 Johnathan Gunz, The Retail Analysis Special Analysis (October, 2010), Global Marketing trends for 2011 14 Keith Blois (2000), The Oxford Text Book of Marketing, Oxford University Press, United States of America, pp 454-499 15 Madeleine Hubin, Professor of Solvay Brussels School (2009-2010), Global Political and Economic Environment 30 16 Malcolm Mc Donald (2002), Marketing Planning - How to use them, how to prepare them, Elsevier Butterworth-Heinemann United Kingdom, pp 255-310 17 Marianne Claes, Professor of Solvay Brussels School (2010), International Marketing Strategies, p.36-41 18 Mc Graw Hill (2007), Management Marketing 19 The Maxus Census Report (27th August, 2010), Media Overview 20 Philip Kotler, Gary Amstrong, John Saunders and Veronica Wong (2001), Principle of Marketing, Pearson Education Limited United Kingdom, p.74-265 21 Robert Guang Tian, Associate Professor of Business Administration, Marketing in the 21st Century 22 Robert Y Cavana, Brian L Delahaye, Uma Sekaran (2001), Applied Business Research 23 Shell General Business Principals 24 Shell leaflets, brochure and catalogue (2010) 25 Shell lubricant handbook 26 Shell VN’ s milestones 27 The Euromonitor International (1st June 2010) Business Environment: Vietnam 28 The VN Statistic in 2009, “Vietnam Demographic and Economic Indicators” 29 The Office of Transport Registration – Vietnam (2007) 30 The Euro monitor International from National statistical offices (1st June, 2010), Vietnam consumer expenditure by sector (2009) 31 The TNS Worldpanel Vietnam (2006), Future consumption trends 2006-2016 32 TheVAMA 2009 Report, VAMA 2009 Report and Lubricants consumption estimation 33 Viet Nam Net / SGT (27th April, 2010), Shell Lubricants eyes bigger Vietnam market share 35 William A Cohen (2001), The Marketing Plan, John Wiley & Son Inc United States of America 36 William A Cohen (2001), The Marketing Plan, John Wiley & Son Inc United States of America 37 www.shell.com 31 APPENDICES Appendix 1: Brand Awareness by city Appendix 2: Brand Health Performance (Retailers) Appendix 3: Brand Health Performance (Retailers) Appendix 4: Influencers or Influence Factors – HCMC Appendix 5: Influencers or Influence Factors – Ha Noi Appendix 6: Influencers or Influence Factors – Bien Hoa Appendix 7: Reasons for choosing lubricant Appendix 8: Brand Loyalty Appendix 1: Brand Awareness by city Brand Awareness (car owners/drivers) Ho Chi Minh Total 26 19 11 13 Vilube 19 14 TOM Tot al 20 spo nt aneous 40 60 To t al awareness 80 100 TOM N=100 To t al 20 sp ont aneous 40 60 To t al awareness 80 100 Shell Shell 17 11 Castrol Castrol 13 22 19 14 TOM Tot al 20 spo nt aneous 40 93 82 71 55 Mobil 12 N=40 62 41 32 31 24 Caltex Total 35 Total Caltex 21 14 22 56 28 21 Vilube Caltex 12 78 64 52 Caltex 36 27 Vilube 28 21 42 22 14 Mobil 58 Mobil 56 93 82 77 Bien Hoa Total Shell Castrol 88 72 68 Mobil 60 42 33 Castrol Shell 52 34 26 Ha Noi Vilube Total 60 To t al awareness 80 100 11 7 21 15 11 TOM Tot al us 20 spont aneo 40 N=35 60 Tot al awareness 80 100 N=25 Appendix 2: Brand Health Performance (Retailers) Brand Health Performance (Retailers) Currently selling Shell 67 Mobil 38 Caltex V ilube 11 18 11 Mobil Caltex Vilube Shell 34 Castrol Total Best selling 13 Shell 45 Castrol Total Regular selling Castrol 28 Mobil Caltex Total 12 Vilube N=100 32 Appendix 3: Brand Health Performance (Retailers) Brand Health Performance (Car owners/drivers) Ever bought Regular bought Shell 16 Shell Total Vilube 19 Caltex 11 Caltex Shell 61 Mobil 44 Mobil 21 Castrol 73 Castrol Total Vilube 22 Most often bought 12 Castrol 28 Mobil Caltex Total 12 Vilube N=100 Appendix 4: Influencers or Influence Factors – HCMC Reasons for choosing automobile lubricant (In HCMC) Influencers / Influence factors Automobile producer, 18% 33 Colleagues, 22% 26 Automobile producer 14 Seller Catalogue Price % 50 Driver Mechanic Promotion Most important influencers / influence Factors 45 Colleagues Mechanic, 11% Driver, 41% Seller, 8% 11 21 T.V adv 25 Brand N = 52 Appendix 5: Influencers or Influence Factors – Ha Noi Reasons for choosing automobile lubricant (In Hanoi) Influencers / Influence factors Most important influencers / influence Factors 56 % Colleagues 52 Driver 44 Mechanic 48 A utomobile producer 37 Seller Colleagues, 44% 33 Catalogue 21 Promotion 16 Price 24 T.V adv Brand Driver, 21% Automobile producer, 15% Mechanic, 10% Seller, 10% 11 N = 20 33 Appendix 6: Influencers or Influence Factors – Bien Hoa Reasons for choosing automobile lubricant (In Bien Hoa) Influencers / Influence factors Most important influencers / influence Factors 46 Colleagues % 35 Driver 32 Mechanic Driver, 31% 41 A utomobile producer Colleagues 42% 11 Seller Automobile producer, 15% 17 Catalogue Promotion 13 Price Seller, 5% Mechanic, 7% 19 T.V adv 14 Brand N = 33 Appendix 7: Reasons for choosing lubricant Appendix 8: Brand Loyalty - Owners She ll 25 Castrol/BP 26 Calte x M obile Vilube 11 33 14 13 36 22 25 Will buy 20 54 18 22 Regularly buy 45 32 37 Sometime buy 28 24 Not buy yet ... improve their Shell Helix business performance, to succeed in competition and gain higher Shell Helix brand’s awareness The Marketing Plan for Shell Helix 2011-2013 focuses to promote Shell Helix automobile... Sales and Marketing team for giving me the general information, findings, an opportunity to undertake about the Shell real case for my studying of the Master of Marketing and Management program and. .. milestones of Shell Marketing s strategic planning The following parts will help to understand further the Shell Helix business real case and the Marketing plan how to achieve the goals INTRODUCTION