Shell Marketing Communication Plan: Campaign, Media, and Analysis

This report provides a detailed overview of Shell's marketing communication plan, encompassing various strategic functions aimed at fostering interaction between the organization and its customers. It includes a brand audit to evaluate Shell's market position, a marketing communication plan outlining strategies for reaching the target market, and campaign objectives designed to increase profitability. The report also delves into target audience research and analysis, creative strategies for engaging customers, a marketing mix plan focusing on product, price, promotion, and place, a media plan detailing communication channels, and a campaign management plan for effective resource utilization. Furthermore, it includes a reflection on the author's role in the team plan development, highlighting the importance of teamwork and innovative marketing strategies in achieving organizational goals. The analysis concludes that effective marketing communication is crucial for maintaining customer engagement and driving business success.

Marketing
Communication

Executive Summary
Marketing communication is as strategy which undertake various actions which develop
interaction between organisation and their customers. It includes different actions which
collectively comprises as marketing communication planning. It manages the resources along
with producing plan to promote, advertise and distribute products and services among targeted
audience. Organisations can offer products according to the requirements of the customers with
the help of marketing communication plan. This report have been included about different
functions of marketing communication plan.

Table of Contents
Executive Summary.........................................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Brand audit..................................................................................................................................4
Marketing communication plan..................................................................................................4
Campaign Objectives..................................................................................................................5
Target audience research and analysis........................................................................................5
Creative Strategy.........................................................................................................................6
Marketing Mix Plan...................................................................................................................6
Media Plan..................................................................................................................................7
Campaign Management Plan......................................................................................................7
Role and reflection on team plan development...........................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES:.............................................................................................................................11
Books and Journals...................................................................................................................11

INTRODUCTION
Marketing communication is used by each and every organisation in order to
communicate and promote their products and services. It involves use of different platforms and
channels for communicating with the audience (Bonifield and Cole, 2020). This report is based
on Shell which is oil industry company. It is founded in 1907, February by Hugo, Loudon and it
is headquartered in London, United Kingdom. It involves in the operations related to renewable
energy, digitalization, vehicle sanitization, provide lubricant services and many more. This report
will include about marketing communication plan which further includes about various
functions. Those functions will include research and development of products and services,
marketing mix plan, evaluation plan, media plan, budget plan, etc. This report will include
reflection and personal role on team plan development.
MAIN BODY
Brand audit
Brand refers to the service or products which is publicly distinguished from other entities
and products. The position of brand in the over all market can be evaluated with the help of
brand audit. It identifies the positive and negative aspect of organisation which includes their
strengths and weaknesses (Ferri and Palazzo, 2018). Brand audit involves all the relevant areas
of internal branding such as values of company, brand value and mission. It provides opportunity
to improve their services so that experiences of customers can be enhanced. Statistical data
which is evaluated with the help of brand audit can be used by organisation in improving their
customer base which results in better competition with the competitors present in the industry.
The selected brand is gas and oil company which is highly active in crude oil market. They have
covered large market are by providing better quality products and services.
Marketing communication plan
It refers to the strategy which is responsible in informing the customers regarding
products and services which organisations offers to them. It is formulated for the targeted market
and customers so that organisation can achieve their targets and objectives. Marketing
communication plan is also formulated by Shell so that they can increase their sale in effective
manner. It involves number of steps like identification of target market and target customers.

Unique selling proposition is also identified with the help of this strategy and assist organisations
in solving the problems of customers by providing them customized products and services. Shell
can set their final goals by measuring different parameters with the assistance of marketing
communication plan (Hashemi Baghi, Shirmohammadi and Shahsavaan, 2018). Shell target large
number of other organisations which involved in same operations and 20 – 40 year old men from
over all world. They connect with their audience with the help of digital technology and internet
so that they can maintain better communication.
Campaign Objectives
Marketing campaign can be established with the help of setting particular objectives of an
organisation. Shell also developed their SMART objectives which they have to accomplish for
better sustainability. Their objectives can be discussed as follows:
Specific: Shell have to increase their profits by adopting advanced techniques.
Measurable: They have planned to generate profits 10% higher then their current profits
in next 2 months.
Achievable: Organisation can develop effective marketing strategies that they attract
people for fulfilment of goals.
Relevance: They can achieve this goal in effective manner as they work according to
their strategies and policies.
Time: Shell can influence their customers by 15% so that they can increase profits by
10% in 2 months.
Target audience research and analysis
It is important for organisations focus on the identification of their targeted audience.
Organisations can easily reach and communicate with their audience who are potential to buy the
products and services. Shell use the market segmentation framework so that they can classify
different segments of the audience. It assist in dividing different parts of market on the basis of
their behaviour, traits and preferences (Leslie-Piper and Nicholson, 2022). Those segments are
actionable, definable, profitable and accessible which can increase the profits of over all
organisation. Segmentation of market includes different sectors like behavioural, demographic,
psycho graphic, demographic and geographic. The segmentation of Shell includes large number
of areas as they provide services in more then 70 countries. They target mostly millennials for
their services who can assist them in generating higher revenues. People of age group 20 - 40

years seems most profitable targeted segment for Shell which results in positive outcomes. Their
prices justify the quality and standard of services and products which is positive factor for them .
It adds value in establishing their brand image and popularity in market.
Creative Strategy
It assist organisations in formulating blueprint which regulates operations in smooth
manner so that they can achieve their targets. Specific goals can be accomplished by an
organisation with the help of creative strategy (Meeds and Bradley, 2020). Shell can involve
creative approaches which attract and influence the mind of audience so that they can increase
their sales. They can improve their marketing functions by adding innovations to them. Shell
have to introduce new methods of offering products so that customers can engage with them for
longer period of time. They have adopted various environmental friendly policies which provides
benefits to all the stakeholders of an organisation.
Marketing Mix Plan
Marketing mix is a model which majorly focus on the marketing plan of an organisation.
It assist in better decision formulation regarding marketing so that organisation can offer
products and services in appropriate manner. Shell have also contributed their efforts in
development of marketing mix plan which enhance their profits. Marketing mix includes 4 P's
which are product, price, promotion and place. These components can be discussed as follows:
 Product: It is the item which is offered by organisation which can be classified under
products and services. It is the main element in which organisations deal with their
customers in order to survive in market. Shell offers varied number of products such as
Shell FuelSave, Shell V-Power Racing, Shell V-Power Diesel, Shell V-Power Gasoline
and other type of lubricants.
 Price: This component shows the vale which organisation charge for their products and
services. Customers have to pay fixed amounts against the services they avail so that
organisation can generate appropriate revenues (Morris, 2019). Shell have fixed their
prices at average level so that targeted audience can buy products willingly. Price should
be focused by organisation as it is the main source which adds value in profitability.
 Promotion: It assist organisations in maintaining better communication with the
customers by promoting and advertising products. Shell uses different types of
promotional methods involving public relations, advertising and other media strategies.

They have used various social media platforms like Facebook and Instagram so that they
can share information and updates with their customers. Regular interaction with
customers engage audience in appropriate manner.
 Place: It refers to the area in which availability of products can be find by the customers.
Organisation have to formulate strategic decisions for distribution and location of their
products and services. Shell provides services to almost every country so that they can
cover large market area. They have selected location by evaluating the profitability rate
of that particular area so that they can grow their business.
Media Plan
This suggest organisations better and effective way of interaction with customers so that
they can update them on regular basis. It assist in suggesting what messages have to convey with
the audience so that they can achieve specific goals (Oh, 2021). Shell use this as a resource
which guides them about their targeted audience, advertising objectives, budget and other factors
which are beneficial for the customers. The distribution of media tools costing are carried out
which is used by Shell are as follows:
Tools Costing
Canva 30000
BuzzSumo 20000
Unsplash 6000
Google Trends 13000
Buffer Publish 6000
Total 75000
Campaign Management Plan
It includes all the essential activities which are used by organisations for increasing their
brand awareness in the market. It includes all the management plan which are essential to
establish appropriate campaign (Qu and Chen, 2020). Shell have developed campaign which
includes different type of resources. Effective utilisation of resources can be possible with the

help of management plan which eliminate the wastage from the operations. Different elements of
campaign management plan which Shell involves are discussed as follows:
 Production plan: This is the action which assist in development of guidance for
production and designing the services and products. It ensures that organisation have
involved all the necessary tasks and activities before the production cycle initiates. Shell
focus on including all the relevant resources so that they can maintain smooth operations.
 Budget plan: Costing ideas are involved under this plan which are used by organisation
during developing their campaign and projects (Pavenkov and Rubtcova, 2019). It assist
in equal distribution of financial resources in each and every department so that goals can
be achieved. Marketing communication process include budget plan which Shell
developed in order to utilise their resources in effective manner.
A B
1 Particulars Year 1
2 Opening capital 0
3 Investment 2000000
4 Total 2000000
5 Marketing Outflow
6 Marketing 350000
7 Publicity 100000
8 New product develop 50000
9 500000
10 Closing capital 1500000
 Evaluation plan: This is the document which assist organisations in evaluating and
monitoring different programs which are essential for smooth operations. It assist in
commencing systematic programmes, interventions and practices so that organisation can
achieve their targets (Pavenkov and Rubtcova, 2019). Shell involves Benchmarking for
evaluating their performances so that they can satisfy the requirements of the customers.

Benchmarking tool assist in providing accurate results by eliminating unnecessary
procedures which is positive aspect for an organisation.
Role and reflection on team plan development
Development of marketing plan is the essential process for an organisation which
provides positive outcomes. I was evaluating all the factors for the fulfilment of accuracy so that
over all organisation can promote and distribute their products in appropriate manner. I was
managing the team in Shell as a team leader. It was my duty to carry out strategic decisions and
plans for the commencement of operations so that targets can be achieved. I have majorly
focused on team working which involves contribution of each and every employee. I have
involved creative and innovative marketing strategies so that all the members of team can work
enthusiastically. I ensure that Shell offer b est quality of products and services so that all the
necessary measures have taken into consideration. During the project, I communicate in effective
manner so that confusions and problems can be resolved in order to achieve goals.

CONCLUSION
From the above report it can be concluded that marketing communication is responsible
for updating regular customers about the new and existing products and services. Organisations
can easily influence with the potential customers so that they can covert them into final leads. It
assist in maintaining healthy relationship with audience so that it increase customer engagement.
This report have included about marketing communication plan and other activities such as
marketing mix, budget plan, media plan, etc.

REFERENCES:
Books and Journals
Bonifield, C.M. and Cole, C.A., 2020. Comprehension of and Vulnerability to Persuasive
Marketing Communications among Older Consumers. In The Aging Consumer (pp.
182-199). Routledge.
Ferri, M.A. and Palazzo, M., 2018. Dual marketing communications: Enriching channel value
network with a multi-channel strategic communication. Mercati & Competitività.
Hashemi Baghi, Z., Shirmohammadi, Y. and Shahsavaan, N., 2018. The Integrated marketing
communications and Advanced Information Technology on the Value of the Brand for
Tourism Tourism. Journal of Tourism and Development, 7(1), pp.1-19.
Leslie-Piper, N. and Nicholson, M.R., 2022. Fosrich Grows Again: Can Marketing
Communications Lead the Way?. In Marketing in Latin America and the Caribbean (pp.
80-88). Routledge.
Meeds, R. and Bradley, S.D., 2020. The role of the sentence and its importance in marketing
communications. In Psycholinguistic phenomena in marketing communications (pp.
103-120). Psychology Press.
Morris, J.D., 2019. Theories of emotion: Appeal, engagement, and empowerment in marketing
communications. In Advertising theory (pp. 89-108). Routledge.
Oh, S., 2021. THE AHP ANALYSIS OF UNIVERSITY MARKETING COMMUNICATIONS
BASED ON PROMOTION MIX: EVIDENCE FROM KOREA. Academy of Strategic
Management Journal, 20, pp.1-8.
Pavenkov, O. and Rubtcova, M., 2019, February. Integrated Marketing Communications in the
Sphere Agricultural Industry in Russia. In ITM International Conference and Summit on
Techno Management Trends (pp. 15-22).
Pavenkov, O. and Rubtcova, M., 2019, February. Use of Integrated Marketing Communications
in Promotion of Higher Education Institutions in Russia. In International Conference on
Sustainable Development ICSD.
Qu, C. and Chen, L., 2020, December. Integrated Marketing Communications Strategy Based on
Data Analysis for Stella McCartney. In International conference on Big Data Analytics
for Cyber-Physical-Systems (pp. 1120-1126). Springer, Singapore.