Promotional Mix of Shell: A Comprehensive Analysis

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Promotional Mix of Shell
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Shell is a public limited company
having the Anglo-Dutch origin. It
is popularly known by the name
of Royal Dutch Shell Plc. It is a
British multinational which is an
oil and gas company and has it’s
headquarter located in
Netherlands. It is a British
Multinational which operates in
more than 70 countries across
the globe.
The promotional mix of Shell creates
awareness about the products of the
company and also plays a significant role in
persuading its customers to make the
purchase from the company. It consists of
Advertising, Public Relations, Personal
Selling and Sales Promotion
The marketer makes use of the
advertising as a marketing
strategy. Shell advertises its
products and services through
television, newspapers,
internet, social media websites,
boards etc.
Personal selling is one of the
most effective methods of
promotion used by Shell
which helps in developing
strong connections with
customers.
The various sales
promotion schemes
are offered in the
form of discounts,
coupons, money
cashback etc. Both
existing as well as
new customers are
attracted by using
the sales promotion
technique.
Public Relations is yet
another important
promotional tool that is
utilised by Shell
Plc.Shell in association
with government of UK
tries to connect with
public by maintaining
clean surroundings,
providing toilet facilities
to public and supporting
the clean environment
mission
The most important tools through which companies
achieve direct marketing are emails, fax, text
messages, social media marketing, internet etc. For
example in order to inform the customers about the
new services as well as products launched by the
company, the company can send emails to its
customers
Shell is involved in
sponsorship deals with
various big companies
such as Ferrari, BRM,
Hyundai.

Shell is a public limited company having the Anglo-Dutch origin. It is popularly known
by the name of Royal Dutch Shell Plc. It is a British multinational which is an oil and
gas company and has its headquartering located in Netherlands (Shell, 2019). Shell
serves the global area and is considered as one most valuable companies globally.
The company was founded back in the year 1907 as a result of merger of Shell
transport and trading company and the famous Royal Dutch Petroleum of UK. The
company operates in more than 70 countries all over the world. Shell was declared
as the seventh largest multinational on the basis of the revenue generation in the
year 2016 and is also one of the super-majors dealing with oil as well as gas. The
major competitor of the company in UK is considered to be BP Plc.
Marketing Mix of Shell
The importance of marketing is understood by Shell and therefore the multinational
corporation actively participates in marketing activities and matters like social
responsibility, environmental safety etc. The company’s logo is one of the strongest
symbols that provide a unique identity as well as the brand identity to the company.
Shell actively promotes itself by sponsoring various activities for brands like BRM,
Ferrari, and Hyundai etc. and advertises on various media like TV, internet etc. The
company has a strong market presence due to the strong brand image (Shell, 2019).
The marketing plan of Shell Plc. is mainly focused on its target market and is made
up of four main elements which are referred to as the 4P’s of marketing. The fourth
and one of the most important elements of marketing is Promotion. Promotion is
crucial for the success of the organisation as it has a lasting impact on the
company’s clients (Bhasin, 2017). The promotional mix of Shell creates awareness
about the products of the company and also plays a significant role in persuading its
customers to make the purchase from the company. It consists of Advertising, Public
Relations, Personal Selling and Sales Promotion.
Elements of Promotion Mix:
1. Advertising: Advertising is one of the main elements of the promotion mix of the
Shell which helps in building the brand image of the organisation. Advertising refers
to the paid-form of promotion and presentation of goods and services of Shell by
third party in exchange for the money (Business Jargons, 2019). The marketer
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makes use of the advertising as a marketing strategy in order to convince the
customers to use the products and services of the company. In advertisement, the
marketer provides customers with the complete information of the product in addition
to its pictures and graphics so as to catch their attention. Shell advertises its
products and services through television, newspapers, internet, social media
websites, boards and hoardings etc.
2. Personal Selling: Personal selling is another important element of the promotional
mix of Shell organisation which consists of the one-to-one communication that takes
place between the buyer and the customers. Personal selling refers to the process
where the salesman of the company directly interacts with the customers by
personally visiting them (Bhasin, 2019). Personal selling is one of the most effective
methods of promotion and the cost involved in this method is quite high as it helps in
developing strong relationship between the seller and the buyer and therefore
significantly influences the customers to purchase the products of the company.
3. Sales Promotion: Sales promotion is the most commonly tool of promotion that is
being used by majority of the companies. The main objective for which this tool is
commonly used is to stimulate sales as well as purchase (Bhasin, 2019). They are
the kind of incentives that are offered to customers by the company with the main
objective of increasing the sales of the company for a particular period of time. The
sales promotion is usually offered during the time of festivals. The various sales
promotion schemes are offered in the form of discounts, coupons, money cash back
etc. Both existing as well as new customers are attracted by using the sales
promotion technique (Shell, 2019).
4. Public Relations: Public Relations are yet another important promotional tool that is
utilised by Shell Plc. in order to create a strong brand image in the global market by
means of establishing strong relations with the general public. It helps the company
in communicating its various services to public as well as to communicate the main
goals and objectives of the company (Business Jargons, 2019). By utilising public
relations, the company tries to influence its target audience and to connect strongly
with its customers by sharing with them the information of the company and the
services offered by it. For example: Shell in association with government of UK tries
to connect with public by maintaining clean surroundings, providing toilet facilities to
public and supporting the clean environment mission.
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5. Direct Marketing: Lastly, direct marketing is another promotional tool that is used by
Shell Plc. in order to reach potential customers directly with the help of technology
without making use of any paid medium (Bhasin, 2019). The most important tools
through which companies achieve direct marketing are emails, fax, text messages,
social media marketing, internet etc. For example in order to inform the customers
about the new services as well as products launched by the company, the company
can send emails to its customers. The use of the internet has increased in the past
few years and therefore the use of the internet in order to achieve direct marketing
has also increased.
6. Sponsorship: In addition to the above mentioned elements, another most important
tool of promotion that is utilised by Shell plc in order to promote its services and
products is Sponsorship (Shell, 2019). Sponsorship is considered to be a
promotional tool that is quite similar to public relations in the manner that it is
concerned with the public image of the company. Sponsorship refers to the linking of
the company’s objectives with the events that helps in creating positive image of the
company in the market. The event might be a private event or a charitable event.
Shell is involved in sponsorship deals with various big companies such as Ferrari,
BRM< Hyundai etc.
Thus, it can be said that promotional mix is crucial for the success of any business
organisation such as Shell as the main objective of every company is to generate
more revenues by promoting services and the products offered by the company.
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References:
 Bhasin, H., 2017. Marketing Mix of Shell-Shell Marketing Mix. [Online]
Marketing 91. Available at: https://www.marketing91.com/marketing-mix-shell/
[Accessed 02 April 2019]
 Bhasin, H., 2019. Promotional Mix- what are the different types of
promotions? [Online] Marketing 91. Available at:
https://www.marketing91.com/promotional-mix/ [Accessed 02 April 2019]
 Business Jargons, 2019. Promotion Mix. [Online] Business Jargons. Available
at: https://businessjargons.com/promotion-mix.html [Accessed 02 April 2019]
 Shell, 2019. About Us. [Online] Shell. Available at:
https://www.shell.co.uk/motorist/station-
locator.html#iframe=Lz9sb2NhbGU9ZW5fR0IjL0A1NC4zMDM3LC00Ljc3OTc
5LDZ6 [Accessed 02 April 2019]
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