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