Business Superbrands 2005 28/1/05 11:24 am
has won the Drivers and Constructors wins in 2001,
Market
Shell is one of the most enduring brands amongst
service stations. It competes on a global basis with
names such as BP, Esso, Mobil and Texaco. But while many
consumers might only connect the name Shell to the
fuel they put in their car or the service stations they see
by the roadside, it is a brand that touches their lives in
many more ways.
Whether it is fuel for aviation, asphalt surfacing for
roads, heating oil for homes, schools and hospitals, or
the lubricants which keep engines ticking over and the
cogs of industry turning, oil and petrochemical products
are all around us.
Take aviation fuel. Every day, at over 800 airports in
90 countries, Shell Aviation fuels some 20,000 aircraft
and supplies over 23 million gallons of fuel.The marine
products business is of a similar scale: a cargo-transfer
operation on behalf of Shell is completed every ten
minutes. Management and/or manning services are
provided for more than 40 vessels.
However, Shell is not just an oil company; it operates
across the broader energy business, exploring for,
producing and marketing natural gas – a business in
which it is a leader.This clean-burning, environmentally
friendly fuel has become a major energy source in
homes and businesses throughout the world and
demand is growing rapidly, up 75% in the last decade.
In this field, Shell already stretches across 35 countries
and, as the world searches for greener forms of energy,
Shell expects demand for natural gas – the cleanest
hydrocarbon – to double over the next two decades.
In the area of new and renewable energy, Shell is
developing businesses in solar, wind and hydrogen to
meet customer needs around the world.
More recently, Shell has been using its knowledge
and experience to provide business and operational
consultancy, technical services, research and
development expertise to the energy industry
worldwide.
Achievements
Over its long history and thanks to continued marketing
investment, Shell has one of the most recognisable
brands in the world.According to Interbrand’s annual
survey, Shell’s brand, represented by the well-known
red-and-yellow Pecten, is one of the globe’s 100 most
valuable brands, worth nearly US$3 billion.
In business to business, Shell is a powerful partner in
delivering business success, and a supplier of value added
services in long-term relationships. Shell Gas Direct, the
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Page 24
2002, 2003 and 2004. Shell and Ferrari have won
more than 100 Formula One World Championship
races together.
Today Shell’s role within Ferrari’s Formula One
operation is not only to provide the high performance
fuels and lubricants, but also to ensure a team of
specialised Shell engineers provide Ferrari with state-of-
the-art fuel and lubricant analysis at each Grand Prix.
Technology in fuels and lubricants developed and proven
in Formula One is made available in Shell service stations,
providing millions of motorists with high quality fuels that
are cleaner, more efficient and offer the utmost
protection for their engines.
Another major aspect of Shell’s marketing activity is its
this had turned into a general import-export business. global corporate communication programme, which has
The connection with oil was not established until early played a crucial part in encouraging a debate on Shell’s
1890 when Marcus Samuel Junior visited the Black Sea position on important issues facing society, and closing
coast, where Russian oil was exported into Asia. Samuel the knowledge gap with stakeholders on the company’s
started exporting Kerosene to the Far East, sending the environmental and social activity.The programme uses a
world’s first oil tanker through the Suez Canal. Samuel combination of PR and advertising, part of which includes
remembered his father’s original business when he ‘Living the Values’TV commercials, featuring Shell staff
branded the kerosene ‘Shell’. who tell their story to illustrate the way in which Shell
In 1897, Samuel elevated the status of the Shell name, does business.The campaign is now evolving to cover
calling his enterprise The ‘Shell’Transport and Trading Shell business activity in general and build relationships
Company.A seashell emblem was chosen to give the with stakeholders across the financial, environmental
name visual emphasis. and social activity.
In 1907, Shell formed a close alliance with a Dutch
including transporting and trading oil and gas, lubrication 2003, Shell GTL fuel has
oil company also active in the Far East – Royal Dutch
solutions for heavy industry and commercial transport, successfully completed trials with heavy-duty trucks in
Brand Values
Petroleum. Rapid growth followed, leading to the Shell is committed to carrying out its business operations
marketing natural gas, manufacturing and marketing solar California and, in London, with Toyota cars in 2004. It was
development of an international network of oil efficiently, responsibly, profitably and ethically. In order
energy, developing and operating wind farms, producing also used to power one of the winning Audi cars at the
exploration and production facilities.As with many to achieve this, Shell will search for innovative energy
and selling fuel for ships and planes, generating electricity Michelin Bibendum Challenge.
other petroleum companies, the new motorcar age solutions with the intent of improving the well-being of
and providing energy efficiency advice. Blends of synthetic GTL fuel with conventional diesel
literally fuelled their growth for decades to come. the planet and its people.
In addition to gas supply, Shell Gas Direct offers are currently being sold. Shell Pura Diesel is on sale at
By the late 1950s, oil had become the world’s major In marketing businesses the ‘Waves of Change’ theme
their customers services such as Risk Management, Shell retail stations in Thailand, helping motorists meet
energy resource. Supply and demand both boomed and is used to convey these values in all communications,
Energy Efficiency Advice, Emissions Trading and Flexible local emissions regulations. Shell Diesel 2004 was
during this period, Shell supplied almost one seventh of relating Shell with the sea.As the company’s origins are
Purchase Contracts. launched in Greece during the Olympic Games to
the world’s oil products. During the 1960s, there was a linked to the sea, this provides a useful metaphor to
Shell also produces and sells petrochemical building contribute to a cleaner environment, and Shell V-Power
similar boom in the market for natural gas, leading to the convey the values of the Shell brand – honesty, integrity
blocks to industrial customers globally.These go into Diesel has been introduced in Germany and The
service provider for natural gas to Industrial & exploration for and production of natural gas in the
plastics, coatings and detergents used to make many Netherlands.
and respect for people – using a wide range of emotions
Commercial customers in the UK, continues to deliver North Sea. Shell was a major player in these early years and visual ideas.
modern products like fibres and textiles, insulation, Shell Hydrogen recently opened the first hydrogen
excellence in customer service and has won top of North Sea operations, even more so when major oil
medical equipment and components for lighter, efficient dispenser at a retail gasoline station, to service a fleet
place in Datamonitor’s independent market surveys fields were also discovered there in the early 1970s. www.shell.com
vehicles. of six fuel cell vehicles from General Motors. Located
for the last four years. At this time, Shell also started diversifying into a new
Shell Bitumen is the largest marketer of bitumen in in Washington, the station is part of a collaboration
Shell has many other achievements in the energy growth area – producing chemicals from petroleum
the world supplying products for road surfacing, roofing between Shell and GM to demonstrate hydrogen fuel
business. It has been a leader in North Sea oil and gas products. Over the next 20 years, its chemical product
and waterproofing, as well as for more than 250 other cell vehicles and refuelling infrastructure technology, an
since production began in the 1960s, investing over range grew enormously, manufactured in 30 locations
applications as diverse as clay pigeons, brake linings and important contribution in making fuel cell vehicles an
£50 billion in the area and bringing a quarter of total around the world.
putty. Bitumen is an engineering material that is a key everyday reality. Shell offers both compressed and liquid
North Sea oil production to the surface. Shell’s
component in the development and maintenance of the hydrogen at the station.
development of the Brent oil field, the biggest discovery Product world’s transport and building infrastructures and, as Biofuels are non-fossil and are often considered as a
in the UK sector of the North Sea, is recognised to be Although Shell is best known to the public for service
such, makes a significant contribution to the growth of more environmentally friendly and sustainable transport
one of the greatest technical feats of British enterprise. stations and for exploring and producing oil and gas on
the world’s economy. fuel.These fuels can be derived from all kinds of biomass
The company has a commitment to ensuring that land and at sea, Shell delivers a much wider range of
Shell Renewables and Shell Hydrogen are investing in like crops (ethanol) and vegetable oils (biodiesel) and can
environmental and social issues are taken into account energy solutions and petrochemicals to customers,
making renewable and lower-carbon energy sources be blended with traditional fuels. In 2002, Shell bought a
in any activity along-
competitive for large-scale use. Shell Solar, for example, stake in Iogen Energy, a Canadian company with a
side the financial
is involved in building one of the largest solar power technology that could narrow the cost gap between
objectives. Since 1997
stations in the world, in Germany.This solar power biofuels and gasoline.
it has produced the
station is planned to produce sufficient power to meet Shell is working on a range of sustainable mobility
annual ‘Shell Report’,
the electricity demand of about 1,800 households, saving initiatives, including cleaner fuels and local air quality. It is a
in which it reviews the
some 3,700 tonnes of carbon dioxide emissions annually. core member of ‘Mobility 2030’, a cross-industry project
Group’s performance
led by the World Business Council for Sustainable
against environmental,
economic and social
Recent Developments Development.
Shell is successfully pioneering synthetic fuels such as
criteria. Combined
with the ‘Tell Shell’
GTL fuel from its proprietary Gas to Liquids technology. Promotion
GTL fuel is a clean transport fuel derived from natural Shell’s promotional activity takes place on many
initiative, which
gas rather than conventional crude oil. It can be used fronts, regularly targeting motorists, as well as opinion
enables stakeholders
in conventional diesel engines without the need for formers, businesses and the public at large. THINGS YOU DIDN’T KNOW ABOUT
and concerned groups
modification and Shell Gas Direct
to communicate
can be supplied recently signed an
directly with the
through existing agreement with
Shell
company, it is part of Shell companies produce 3% of the world’s oil, 3.5%
infrastructure, American Express to
Shell’s commitment of global gas and 13% of the world’s solar panels.
which makes it a run a joint marketing
to being increasingly
practical, cost campaign within Shell has been safely transporting liquified natural gas
transparent and
effective option. the UK.American for more than 40 years, with Shell managed LNG
accountable.
GTL fuel, Express promoted carriers travelling over 2.1 million miles in 2003.
currently produced Shell Gas Direct
History from the only to their SME Shell companies market more bitumen, which is
Shell’s origins can be mainly used to resurface roads, than any other
commercial plant of customers, confident
traced back to 1833, company. Every day Shell supplies enough bitumen
its kind in Bintulu, in the knowledge
when Marcus Samuel
Malaysia, provides that Shell Gas to resurface around 300 miles of road.
opened a small shop in
the fuel for a series Direct’s excellent Shell Lubricant brands are the number one preference
London dealing in
of global trials service record
antiques, curios and of consumers of motor car oils in eighteen of the 29
to demonstrate would complement
oriental seashells. largest lubricants markets in the world and are the
a reduction in their own high
His trade in shells number two preference in a further nine.They are
emissions without standards.
became so profitable also the number one preference of such consumers
affecting performance. Following on from trials held in Shell’s relationship with Ferrari began in the 1930s
that he set up regular in three of the top four emerging markets (China,
Berlin with Volkswagen Golfs, in London buses with with the sponsorship of Enzo Ferrari and later the first
shipments from the
Daimler Chrysler and in Tokyo with Mitsubishi trucks in contract with Ferrari for Formula One in 1950. Ferrari Mexico and Russia).
Far East. Before long
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