Professional Documents
Culture Documents
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SHELL PAKISTAN
• The Shell enjoys over 100 years brand equity in the
subcontinent, dating back to 1899
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PRODUCT: SHELL HELIX QUICK
OIL CHANGE FACILITY
3
PROBLEM BACKGROUND
5
RESEARCH PROBLEM STATEMENT
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RESEARCH OBJECTIVES
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TYPE OF STUDY
• Research is primarily a descriptive study
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EXPLORATORY FINDINGS
• Segmentation
• Psychographic Variables:
– Trouble avoider: “So that the car doesn’t stop in the middle of
the road.”
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EXPLORATORY FINDINGS
• Demographic Variables:
• Car Type
• Area Of Residence
• Age Group
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Research Hypothesis/Assumptions
– The primary decision influencer for using the Quick Oil Change
facility is personal experience of the user
– Shell Quick oil Change Service is preferred over its rival brands.
– Shell Quick Oil Change Facility is better than the service offered at
other pumps and over conventional methods.
– The value proposition for Shell Helix Quick Oil Change is one-stop oil
purchase and oil-change. 11
SAMPLE DESIGN
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Questionnaire Design
Demographics
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CAR OWNERSHIP
Car Owner
Car Driver
27%
73%
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Car Ownership/Location
• Central Karachi accounts for 34% of respondents.
• The drivers segment have their highest frequencies with Marine Drive.
Marine Drive
Askari
Drivers Popular
Sunset
Bolevard
Best Way
Malik P/S
Owner
Shamim P/S
Central
Service
0 5 10 15 20 25 30 35
Safari
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Age Segment
12% 8%
8%
18-25
26-40
41-50
23% 51-60
above 60
49%
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Age against Respondents Identity
Amongst the leading majority in the age group
segment, we observe that 68% are car owners.
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Other Demographics
• Area of Residence
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Psychographics
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Reasons for Oil Change
60
50
40
Percent
30
20
10
0
Car doesn't stop in the middle of Better car performance I want my car to be in good
the road condition
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Reasons for Oil Change
• Car drivers, as opposed to owners contributed
almost 50% to being trouble avoiders in their oil-
change practices.
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BEHAVIORAL & ATTITUDNAL PATTERN
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Factors influencing the use of different
oil change facilities
60
50
40 Petrol Pump % of Total
30
20 Spare Parts Shop % of
10 Total
0 Mechanic's Workshop %
of Total
e
e
e
e
lity
nc
nc
vic
ric
Company's Workshop %
ie
ua
re
rP
er
en
ffe
of Total
il Q
rS
tte
nv
di
tte
Be
rO
In
Co
Be
d
tte
an
Be
Br
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METHOD PREFERENCE
150
100
Frequency
50
0
Automated Trustworthy Good for the Clean Service Faster Service
Service Car
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Brand Perception
3
Mean
2
0
Service Quickness Oil and Petrol Free Service Shell Loyalty Automated Professional Helix
Satisfaction Availability Service Attendants Availability
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VALUE OF HELIX OIL-CHANGE & SHELL
HELIX AVAILABILITY
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COMPARATIVE RATING FOR SHELL
HELIX OIL-CHANGE
• The comparative perception of Shell Helix Quick Oil Change seems
to be very highly rated.
• 80.3% of the respondents feel that the Helix Quick Oil Change is
either better or much better than other oil change facilities.
100
80
60
Percentage 40
20 Percent
0
Much Better Same as Worse Much Total
better than others than worse
than others others than
others others
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Brand Loyalty
• 91.1% said that Shell Helix Quick Oil Change Facility was the most preferred.
• When comparing the brand loyalty of the respondents with the engine oil used,
it was interesting to note that 40% of the respondents who preferred Caltex
Havoline, actually preferred the facility at Shell.
• 98% of the respondents who preferred Shell Helix oil, actually preferred the
facility also.
Most Preferred Brand Facility
Didn't have to
answer
Shell Helix
Caltex Havoline
PSO Castrol
Total Quartz
Other
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Some others
• Site Loyalty
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Hypothesis/Assumption Findings
60
50
40 Petrol Pump % of Total
30
20 Spare Parts Shop % of
10 Total
0 Mechanic's Workshop %
of Total
ce
ce
e
y
e
c
lit
ric
n
en
vi
re
ua
Company's Workshop %
er
rP
ni
ffe
rS
ve
of Total
te
di
il
on
et
te
rO
In
et
C
nd
te
B
et
ra
B
B
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Hypothesis/Assumption Findings
Percent
40
35
30
25
20
15
10
5 Percent
0
Instructions
Experience
on Oil Pack
Mechanics
Oil Color/
Viscosity
Reasons
Personal
Other
Advice
$DecisionInfluencers(a)
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Hypothesis/Assumption Findings
100
80
60
Percentage 40
20 Percent
0
Much Better Same as Worse Much Total
better than others than worse
than others others than
others others
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Hypothesis/Assumption Findings
150
100
Frequency
50
0
Automated Trustworthy Good for the Clean Service Faster Service
Service Car
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Hypothesis/Assumption Findings
Helix Availability
Professional Attendants
Automated Service
Shell Loyalty
Free Service
Oil and Petrol Availability
Quickness
Service Satisfaction
Standard Deviation
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CONSUMER PROFILES
• NORTH
• Lubricant: Yellow
• Lubricant: Yellow
• Lubricant: Yellow
• Lubricant: Yellow
• Lubricant: Yellow
• Capacity Utilization
• Consumer Awareness
• Facility Placement
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THANK YOU!
QUESTIONS / COMMENTS
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