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We spend a lot of money on research to understand our customers: CMO, Shell Lubricants

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We spend a lot of money on research to understand our customers: CMO, Shell Lubricants

Shell Lubricants on Tuesday launched their global campaign ‘Power of partnerships’ first in India. The campaign stems from a study that the brand undertook and in which it was encapsulated that collaboration will be key to unlocking progress. Gareth Flood, Chief Marketing Officer, Shell Lubricants India, caught up with exchange4media and spilled the beans on Shell’s renewed focus, core value proposition, offline strategy and more.

Edited excerpts:

What is the reason and expectations behind Shell’s renewed focus towards being recognized as more ‘consumer centric’?

We believe that we have the expertise to make great products and have built big brands over time and with a lot of innovation. I think that to keep growing, you need to put the customer first. When we say customer-centricity, we mean to know what their needs are, meet them with our services and products, measuring customer attention, satisfaction, track and the size we’re growing our business.

Tell us about the core value proposition of the ‘Power of Partnerships’ campaign? Also the who’s and whys of the target audience and the analogy of cricket with Shell operations?

Our core value proposition is a demonstration of how we work specifically in the B2B space where you have to collaborate with your customers and be based on customer’s needs. We spend a lot of money on research to understand our customers. So we used the analogy of cricket which we believe. The analogy is that our customers are like the cricketers and we’re like the bat doctor, listening to them. We work the same way as we are silent partners to some of the very large companies. This is a global campaign going through all of our top markets and India is the first market to launch with this showing the importance of the market for Shell as a company.

Tell us about the current and upcoming marketing campaigns and projects on the cards?

In B2B, this is our biggest marketing campaign. We’ll be promoting this for the rest of the year and tailor the message for different sectors we work with as we keep driving this. We also have a number of product launches happening. We’ll continue to leverage our strength which is premium rates. As a company, we invest a billion dollars a year in research and development. We will be launching some new products in the motorcycle category. We’re also spending a lot more of our budget on digital now.

What is your offline strategy for the brand?

We do a lot of media engagements, PR as well as influencer advocacy events. A big challenge in B2B is that it’s very technical. There are always challenges around how to keep up with the developments, deal with breakdowns and extend the life of machines.

Tell us about the road map for the company and plans for the next quarter?

For Shell Lubricants, India is the third largest market and it’s very important for us. So we’ve invested heavily in Shell Lubricants as a dedicated company back here in India. While we are already number 1 globally, it’s our ambition to be number 1 in India.

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