By Samara Kabir

Shell
Lubricants
Ltd
MARKETING
STRATEGY
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 CONTEXT
1 Market analysis

2 Product strategy

3 Pricing strategy
Distribution strategy
4

5 Promotional strategy

6 Corporate Social Responsibility (CSR)

7 Monitoring and Evaluation

 Consumer B2B Segment
Insights
• Focus on industries like
• Conduct surveys and focus automotive, manufacturing, and
groups to understand consumer transportation where lubricants
preferences, buying behavior, are crucial.
and pain points.

Competitive
Analysis
Market B2C Segment
• Study competitors' strategies,
market share, pricing, and
distribution channels.
analysis • Target vehicle owners, especially
those who own high-end cars
and motorcycles that require
premium lubricants.

Industry
Trends
• Keep an eye on industry trends
such as the shift towards
synthetic lubricants, eco-friendly
products, and digitalization in
marketing and distribution.
 PRODUCT
STRATEGY
○ Offer a wide range of ○ Emphasize the superior
lubricants tailored to quality, performance, and
different vehicle types and longevity of Shell
industrial applications. lubricants.
○ Introduce small ○ Highlight any unique
packaging options for features such as advanced
individual vehicle owners synthetic formulations or
and bulk packaging for eco-friendly options
industrial clients.

Product Product
Range Differentiatio
n
COMPETITIVE PRICING VALUE-BASED
PRICING
Conduct a price
analysis of
competitors and
set competitive Justify higher prices
prices that PRICING by communicating
reflect the STRATEGY the long-term cost
premium quality
savings due to
of Shell
better performance
lubricants. Consider and durability of
offering Shell lubricants.
introductory
discounts or
bundled
packages to
attract new
customers.
 • SUSTAINABILITY
C I AL INITIATIVES
RA T E S O
CORP O S R) 1 ○ Promote Shell’s commitment
I L IT Y ( C
SI B to sustainability by highlighting
RESPON eco-friendly products and
initiatives to reduce carbon
footprint.
○ Engage in community
development projects related to
environmental conservation and • EDUCATIONAL
road safety. CAMPAIGNS
Run awareness
campaigns about the
importance of using
quality lubricants for
vehicle maintenance and
environmental
protection.
 • ADVERTISING AND • DIGITAL
BRANDING
A L MARKETING
○ Leverage social media
T IO N ○ Run targeted advertising platforms like Facebook,
O M O campaigns across TV, Instagram, and YouTube to
PR Y radio, print, and digital engage with consumers
AT E G platforms emphasizing the
ST R benefits and superior
through interactive content,
tutorials, and promotional
quality of Shell lubricants. offers.
○ Use testimonials from ○ Invest in search engine
satisfied customers and marketing (SEM) and search
• SPONSORSHIP
endorsements from • CUSTOMER
engine optimization (SEO) to
automotive
S AND experts. increase online visibility.
ENGAGEMENT
○ PARTNERSHIPS
Sponsor automotive
○ Implement loyalty
events, motorsports, and
programs and offer
trade shows to build
brand visibility and
regular promotions to
credibility. retain existing
○ Partner with customers.
automotive clubs, service ○ Provide excellent
centers, and educational after-sales service and
institutions to conduct support to enhance
workshops and training customer satisfaction
sessions. and loyalty.
PERFORMANCE METRICS CUSTOMER
FEEDBACK
Track key
performance
indicators (KPIs)
such as market MONITORING Implement
share, sales AND EVALUATION mechanisms to
growth,
customer gather customer
acquisition, and feedback and use
retention rates. Regularly
review it to improve
marketing product offerings
activities and and service
adjust quality
strategies
based on
performance
data and
 Distribution Strategy

1. Channel 2. Supply Chain

Development: Efficiency:
○ Strengthen ○ Ensure efficient
relationships with supply chain
existing distributors and
management to
explore partnerships
with new ones to avoid stockouts and
expand market reach. ensure timely
○ Utilize both traditional delivery.
retail outlets and ○ Invest in
modern trade channels technology to
like auto parts shops, streamline inventory
service stations, and management and
online platforms.
distribution logistics.
 CONCLU S I O N S

BY EXECUTING THIS COMPREHENSIVE MARKETING STRATEGY,

SHELL LUBRICANTS CAN STRENGTHEN ITS MARKET POSITION
IN BANGLADESH, DRIVE SALES GROWTH, AND BUILD LONG-
TERM CUSTOMER LOYALTY.
 THANK
YOU!
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