The Shell Company of Thailand Limited reiterates its strong leadership in the inter-oil brands of lubricants by celebrating a healthy 8% sales volume growth and acquiring 32% market share of lubricants in Thailand achieved over the course of 2011. Beefing up its overall performance, the company boosts its healthy performance with four main strategies including ‘TECHNOLOGY LEADERSHIP,’ PARTNERSHIP,’ ‘CUSTOMER EXCELLENCE,’ and ‘MARKETING ACTIVITY.’ Shell is confident it will be able to achieve more than 10% sales volume growth by end of this year.
Mr. Emmanuel Mignot, General Manager of Lubricants Thailand, Philippines, Vietnam and Korea, The Shell Company of Thailand, says that “We have seen a tremendous growth year in 2011 with a strong 8% sales volume growth when compared to the previous year amidst a stagnant climate of the whole market growth rate at just 4%. Our achievements basically lie in our strong innovations and our world-class product quality. Our improved distribution channels, thanks to our business partnership, carved out the best possible customer satisfaction, while our marketing campaign significantly supported ‘Shell’ lubricants growth in Thailand throughout the past year. Last year, we successfully managed to maintain a market leader in inter-oil brands of lubricants in Thailand with a whopping 32% market share, meaning we had sold more than 115 million litres of lubricants nationwide. According to Kline & Company, ‘Shell’ has successfully attained its leadership in global supplier of lubricants for five consecutive years (2006-2010), grossing a large market share of 13%. But that does not stop Shell to strengthen our position to perpetuate and sustain our successful future.”
“Throughout the year 2012, we plan to adopt 4 significant strategies including ‘TECHNOLOGFY LEADERSHIP,’ ‘PARTNERSHIP,’ ‘CUSTOMER EXCELLENCE,’ AND MARKETING ACTIVITY’ which should attain the company’s exceptional performance all the way into the future. In terms of the TECHNOLOGY LEADERSHIP, Shell has invested more than Bt600 billion in Pearl GTL Plant in Qatar producing lubricant base oil, ‘GTL-Gas to Liquid’. The innovation becomes the major component of Shell special grade and synthetic lubricants. This plant breaks a new ground and setting yet another new global standard of lubricants. In terms of PARTNERSHIP, Shell has expanded the growths of all products by strengthening its partnership and collaboration with important allies such as ‘DKSH’ who represents the company’s consumer market while 5 other partners represent its industrial market. In its emphasis on CUSTOMER EXCELLENCE, Shell makes it a very important target to improve all business and operation facets to ensure customer demands, maximize their satisfaction to attain a position as the ‘selected’ brand in all related businesses. In its MARKETING ACTIVITY, Shell plans to give back to customers through two global campaigns which will also expose them to new and special experiences. The ‘Get Your Heart Racing with Shell Helix’ campaign offers customers thrilling Ferrari experiences in Maranello-Milan-Monza, Italy which consumers can participate the campaign during 1st April – 31st July 2012. Shell Advance will also release ‘Key to Freedom’ campaign that consumers can join during 1st April – 30th September 2012. The campaign includes free monthly giveaway of 6 Honda 125i PCX motorcycles with the biggest prize of a VIP trip to enjoy the MotoGP race in Valencia, Spain and a chance to win home a Ducati Monster 795 at the event also.
“With these business protocols and strategies, we are quite confident that Shell lubricants will be able to expand its overall sales volume growth for more than 10% by the end of 2012,” concludes Mr. Mignot.