Shell V-Power Is America's Best-Selling Premium Gasoline; Shell V-Power Zooms Ahead of the Competition
28 Febbraio 2005 - 4:27PM
PR Newswire (US)
Shell V-Power Is America's Best-Selling Premium Gasoline; Shell
V-Power Zooms Ahead of the Competition HOUSTON, Feb. 28
/PRNewswire/ -- Shell Oil Products US (Shell), the marketer of the
no. 1 selling gasoline brand in America, is proud to recognize
Shell V-Power(R) as America's best-selling premium-grade gasoline.
Since its launch in June 2004, Shell has experienced a sustained
percentage increase in Shell V-Power premium grade sales, marking a
reversal in a fifteen-year industry trend in declining
premium-grade gasoline sales. According to NPD Group data, Shell
V-Power's share of the premium gasoline market was 14.3 percent
from July 2004 to December 2004. This share gives Shell V-Power the
highest share among premium-grade gasolines in the United States,
which unseats the former, long-standing leader in the premium-grade
gasoline category. In addition to becoming the best-selling premium
gasoline in America, Shell V-Power has been recognized as the Best
Petroleum product of 2004 by the 1st Annual Convenience Industry
News (CIN) Awards. Furthermore, Shell recently announced its
Regular, Plus and Shell V-Power grades of gasoline meet the
voluntary "TOP TIER Detergent Gasoline" standard put into place by
BMW, GM, Honda and Toyota. "The popularity of Shell V-Power
reiterates our belief that all gasolines are not the same," said
Brooks Herring, general manager, Shell retail brand and customer
value proposition. "We created Shell V-Power with the motorist in
mind. During many focus groups and consumer surveys, drivers told
us they wanted a premium gasoline that would not only clean up
their engine, but also keep it clean, and Shell V-Power is
formulated to do just that -- to actively clean your engine as you
drive." The company launched Shell V-Power on June 28, 2004 with a
$30 million integrated marketing program that included national
television, print and Internet advertising with radio commercials
in key Shell markets as well as a public relations program. Other
communications initiatives, such as direct- mail promotions and
point-of-purchase displays at all Shell stations, were also
utilized. The campaign to support Shell V-Power was one of the
company's most significant marketing investments since it began
selling fuel and oil in the United States nearly 100 years ago.
"Stand-out fuel quality, strong consumer benefits and a successful
integrated marketing campaign were key drivers in differentiating
Shell V- Power from other premium fuels," said Herring. "But it's
our customers we thank for making Shell V-Power the no. 1 selling
premium gasoline in America. Millions of drivers choose Shell
V-Power over other premium gasolines available to consumers today,
and we thank them for helping us achieve this milestone." In
preparation for the campaign, Shell re-imaged 65,000 gasoline
dispensers and decorated gasoline stations with 105,000 pieces of
red and yellow bunting. And, during the course of the campaign,
Shell completed a national experiential marketing tour that
educated nearly 4 million customers in 17 cities on the benefits of
Shell V-power; hosted 80 kick-off events to build momentum for the
product with its network partners and customers; and distributed
nearly 36 million coupons and 15 million brochures to motorists.
Shell V-Power is the most advanced fuel Shell has ever developed.
With more than five times the minimum amount of cleaning agents
required by government standards, Shell V-Power is specifically
formulated to remove deposits that may have already built up on
critical engine parts, specifically intake valves and fuel
injectors. Additionally, while all Shell gasolines meet the TOP
TIER Detergent Standard designed to protect engines from the future
build-up of carbon deposits, Shell V-Power goes even further. It
contains more than twice the amount of cleaning agents required to
meet the TOP TIER Detergent Standard, and Shell V-Power is
specifically formulated to actively clean your engine as you drive
which gives it the power to clean-up deposits that low detergency
gasoline can leave behind on critical engine parts. Shell Oil
Products US, a subsidiary of Shell Oil Company, is a leader in the
refining, transportation and marketing of fuels, and has a network
of nearly 6,600 branded gasoline stations in the Western United
States. Shell Oil Company is a 50 percent owner of Motiva
Enterprises LLC, along with Saudi Refining, Inc., which refines and
markets branded products through more than 9,400 stations in the
Eastern and Southern United States. Shell Oil Company is an
affiliate of the Royal Dutch/Shell Group of Companies
(NYSE:RDNYSE:SC). For more information, please visit
http://www.shell.com/ DATASOURCE: Shell Oil Products US CONTACT:
Julie Law of GCI Los Angeles, +1-323-761-7405, for Shell Oil
Products US; or Anne Peebles of Shell Oil Products US,
+1-713-241-1584, or Shell Media Line, +1-713-241-1578 Web site:
http://www.shellus.com/ http://www.shell.com/
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