c

B2B
Marketing on
SHELL
 MARKETING
1 THE COMPANY 2 STRATEGY
About the company and why Basic marketing strategy of
B2B the company and what
makes it different
ENVIRONMENTAL
3 ANALYSIS 4 STP PROCESS
Factors that affect the Segmentation, Targeting and
business Positioning

BUSINESS
5 CUSTOMERS 6 MARKETING MIX
About its customers, the 4Ps Strategies
products and services they
deliver and how
1 The Company
About the company and why B2B
The Company
● Founded in 1886
● Merger with Royal Dutch 1907
● CEO: Ben Van Beurden
● HQ: The Hague, Netherlands
● International operations with multinational employees

4
What makes SHELL a B2B Company?
● Industrial Demand relation with Derived Demand
● Company belongs to Industrial Marketing Sector
● Products are complex and customized to the needs of
its business customers
● Service is timely deliverance as well as a few which
are required by the other companies

5
Range of Operations
● Vertical Integration
● Upstream:
● Integrated Gas & New Energies
● Downstream
● Project & Technology
● Global Supply Chain

6
Suppliers, Customers, Brand Value &
Relationships
● Suppliers
● Approximately 70,000 suppliers in more than 90 countries
● SQS
● Customers
● Large and energy-intensive industries
● Energy retail companies
● Power producers
● Brand Value
● Most valuable and best known brand in the world
● Quality products
● Red and Yellow emblem strengthens the brand
● Relationships
● Partnership with Scuderia Ferrari and Ducati

7
2 Marketing Strategy
Basic marketing strategy of the company and
what makes it different
Marketing Strategy
● Competitive Advantage in the Marketing strategy
○ Research & Development
○ Strategic Partnerships and Alliances
○ Diversified Product Portfolio
○ Consistency and Trust

● Market Analysis
● Customer Analysis

9
3 Environmental Analysis
Factors that affect the business
Environmental Analysis
PESTEL
● P-Political
● E-Environmental
● S-Social
● T-Technological
● E-Economical
● L-Legal

11
4 STP Process
Segmentation, Targeting and Positioning
Segmentation
● Demographic Segmentation
○ Industry

○ Company Size

○ Location
● Operating Variables Segmentation
○ Oil

○ Chemicals

○ Technology
● Other major segmentation
○ Technological companies

○ Service acquiring companies

○ Industrial deliverance companies

13
Targeting
● Shell uses differentiated targeting strategy
● However, it caters to roadways, airways,
petrochemicals, marines and various other businesses

14
Positioning
● Shell uses value-based positioning strategies
● Moreover, the company is extremely inclined towards sustainable
development
● Three critical components—target, offering concept, and value
proposition.
● Energy-efficient solutions

15
5 Business Customers
About its customers, the products and services they
deliver and how. Other than its own retail chain, Shell
supplies to many companies who fall in various
segments
 Business and the Customers

SHELL

Oil Chemicals Technology

Commercial Bitumen Marine

Aviation Fuels
Polymers

Chemicals Sulphur Refinery

LPG Marine Catalysts
Equipment

17
Oil Segment
Aviation
● Customers range from the world’s largest
airlines to private pilots. 
● They actively collaborate across the industry
to deliver more sustainable solutions for
aviation.
● Ensure the security of supply and managing
risk. Through
● Provide expert technical advice to help
overcome the industry’s challenges.
● Reduce carbon emissions
Liquefied Petroleum Gas (LPG)
● The Shell plant at Wesseling is a major
European methanol producer
● Abundant storage capacity in eight separate
tanks and the central location of the plant at
Wesseling / Germany
● Logistic partners offer fast, reliable and cost
efficient intermodal routes per truck, train or
ferry in any combination to meet the demands.
● Kube and Kubenz, Den Hartogh, Dahm
Gaslog/Hoyer
18
Oil Segment (contd…)
Commercial Fuels Marine
Transport fuel solutions Marine fuels

Industrial fuel solutions Marine lubricants: Air compressors, gas

compressors, engine oils, greases, transmissions,
Home and city heating solutions etc.

Different sectors Shell serves: Fleet, Construction,

Manufacturing and Power Generation, Agriculture

19
Global Marine Fuels Segment

20
Global Marine Lubricants Offered

21
Chemical Segment
Bitumen
Bitumen products is designed to
help meet the challenges of road,
roofing and airport sectors,
alongside specialty and industrial
applications.
Chemicals
Shell chemicals companies are
major suppliers of bulk
petrochemicals to large industrial
customers.
Customer portal easy to access and
do business with Shell with
paperless invoice options
Sulphur
As an asset owner of oil and gas
reserves, removing sulphur from
sulphur-rich oil and gas is one of
the technical and commercial
challenges you face.
Shell Sulphur Solutions has many
years of experience in the safe
handling, storage and transport of
elemental sulphur in all its forms,
whether molten or formed. 
22
Technology Segment
Marine Catalysts
● Shell LubeAnalyst ● Refining catalyst
● Shell LubeMonitor
● Petrochemical catalyst
● Shell LubeAdvisor
● Environmental catalyst
● Shell LubeCoach

● Shell LubeExpert

23
Technology Segment
Polymers Refinery Equipment

● Industry-leading team of polyethylene ● Shell Technologies rigorously tests refinery

experts and petrochemical plant equipment in
pressurized testing facilities and advanced
● Working with numerous external simulations.
companies, a variety of different consultants
who bring lots of different ideas and ● Reactor internals
experiences
● Turbo trays

24
6 Marketing Mix
Marketing Mix
● Shell Product Strategy
● Shell Price/Pricing Strategy:
● Shell Place & Distribution Strategy
● Shell Promotion & Advertising Strategy
Thank You

27