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In 2008, Shell Oil Products US, the marketer of the No. 1-selling gasoline brand in America, launched a $30 million marketing campaign to communicate that all gasolines are not the same. The campaign explained that Shell gasoline exceeds standards set by the government and top automakers. The ads claimed their gasoline delivers more miles per gallon by allowing the consumer’s car engine to run cleaner, with less build-up of sludge and contaminants. Meanwhile, BP (British Petroleum) launched a campaign claiming that it does more than any other gasoline company to promote “green” environmental programs (ironic in light of subsequent events!).
a. Use at least 3 marketing concepts to explain this behavior. What were Shell and BP trying to do? Why?
b. Write a complete positioning statement (including all parts of the template used in class) for Shell’s advertising campaign described above.
c. Draw a simple perceptual map of branded providers of consumer gasoline. Include the following brands on your chart: Shell, ExxonMobil, and at least 3 other brands you are familiar with. Briefly explain the “dimensions” you used for you use for your perceptual map and why they make sense.
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