Shell – Global product promotion for Shell: shifting attitudes and behaviours in a commodity category

Douglas Moody-Stuart

Shell sells petrol in over 80 countries, with 40,000 retail stations globally and eight million consumers every day.
Agency: The Marketing StoreAuthor: Douglas Moody-Stuart

Shell – A global product promotion for Shell – shifting attitudes and behaviours in a commodity category

SCALE OF THE TASK

The proportion of (consumer) company marketing budgets being spent on sales promotions is increasing. A survey made in 19901 reported this percentage at 25%, another conducted in 20042estimated it to be nearly a third. While popularity is on the increase, effectiveness is much harder to deliver. An analysis of 20 years of research evaluating sales promotions indicates that most such promotions do not pay off, and...

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