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31

SHELL INVESTORS HANDBOOK 2013

BUSINESS TO
BUSINESS

RETAIL
Our branded fuel retail network is the worlds
largest, with over 43,000 service stations in more
than 70 countries. Our experience in fuel
development, over more than 100 years, underpins
our position today as a leading provider of
innovative fuels. Differentiated fuels with unique
formulations designed to improve performance are
available in more than 60 countries under the Shell
V-Power brand. In 2009, we launched Shell
FuelSave fuels. These products are now available
in18 countries. Shell also sells Shell Fuel Economy,
our formula for petrol and diesel in about 20
countries where Shell FuelSave has not yet been
launched.
Shell has a close technical partnership with
Scuderia Ferrari. Our fuel has helped the Ferrari
motor racing team to achieve 10 Formula One
World Constructors and 12 World Championship
Drivers titles. This partnership enables our scientists
and engineers to develop cutting-edge fuel
technologies for the racetrack that can then transfer
to road fuels for our customers benefit.
We continue investing in selected retail markets. In
2013, we completed the acquisition of Neste Oil
Corporations network of 105 unmanned retail sites
in Poland.

We sell fuels and speciality products and services

to a broad range of commercial customers.
Shell Aviation provides fuel every day for about
7,000 aircraft at more than 800 airports in about
40 countries. Customers range from private pilots
tothe largest global airlines and airports. Shell
Aviation has been named Best Aviation Fuel
Provider in the Emerging Markets Aviation Awards
for the last three years, recognising the businesss
safe and reliable supply of products and services
tocustomers in emerging markets. In 2013 we
became the first oil major to announce a lead-free
replacement for aviation gasoline (Avgas 100).
Avgas powers light aircraft and helicopters and
isthe last common Western transport fuel that still
contains lead. We are now seeking approvals for
this fuel.
Shell Commercial Fuels provides transport fuels,
heavy fuel oils and heating fuels in bulk to 5,000
customers in 20 countries. Our customers include
those in the transport, mining, manufacturing, power
generation and home energy sectors.
Shell Bitumen supplies on average 11,000 tonnes
of products every day to 1,600 customers
worldwide and invests in technology research and
development to create innovative, award-winning
new products. We are one of the largest premium
grade bitumen suppliers in China and the only
international bitumen supplier for the countrys
high-speed railway sector. We have also
developed innovative bitumen products that can
bemixed and laid at temperatures lower than
conventional asphalt to reduce energy use and
CO2 emissions.
Shell Sulphur Solutions has developed a dedicated
sulphur business to manage the complete value
chain of sulphur from refining to marketing. The
business provides sulphur for industries such as
mining and textiles and develops new products
which incorporate sulphur.

BRANDED RETAIL SITES

year-end number in thousands

Shell Gas (LPG) provides liquefied petroleum gas

and related services to retail, commercial and
industrial customers for cooking, heating, lighting
and transport.

50

40

LUBRICANTS
We make and sell a wide variety of lubricants
tomeet customer needs across a range of
applications. These include consumer motoring,
heavy-duty transport, mining, power generation and
general manufacturing. Our lubricants are marketed
in more than 100 countries. Shell also owns Jiffy
Lube franchised service centres in North America.
We have leading positions in both mature and
emerging markets and continuously invest in our
supply chain. We are building new blending plants
in Indonesia and China, and a new joint venture
base oil manufacturing plant in South Korea.
We have three dedicated lubricants research
centres in Germany, Japan (through a joint venture
with Showa Shell), and the USA. A new research
centre was formally opened in Shanghai, China,
inMarch 2014.
Shell marine activities supply more than 100 grades
of lubricants, and fuels, for marine vessels powered
by diesel, steam turbine and gas turbine engines.
We provide marine lubricants to more than 10,000
vessels worldwide, ranging from large ocean-going
tankers, container ships and dry bulk carriers, to
offshore drilling vessels and small fishing boats.
The 11th annual Kline & Company report on the
global lubricants sector confirmed Shells volume
and branded leadership position, with a 12%
market share (source: Kline & Company, 2013).

GLOBAL BRAND PREFERENCE

%
20

15

30
10
20
5

10

2009

2010

Europe
Americas

2011
Asia
Oceania

2012

2013
Africa

2011

2012

Shell

Other oil and gas majors

2013

Source: Ipsos Global Customer Tracker (12-13 covering

33 markets; in 11 32 markets).