The role of brands in marketing: Presentation of the Shell Group

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The role of brands in marketing: Presentation of the Shell Group

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Abstract

Our problem is based on brands and their impact on enterprise development. For this, we will look at the Shell group. Shell operates in five areas: exploration and production; oil products; chemistry; gas exploration and power generation (renewable energy).

With the recent acquisition of Pennzoil Quaker State, Shell became the largest producer of motor oils. Over 20 million people go to Shell worldwide. Shell is partnered with Ferrari for communication and also for innovation. Regarding the logo, it is placed third after Coca-Cola and the Olympics logos.

In Shell, the customer is always important. Marketing has helped the company achieve its current position. The research centers are based in Germany. The cost of development of each oil formulation is 1 million.

Tags: Shell group as a brand, Shell logo, role of brands in marketing

History
1. The merger of two national leaders
2. The activities of the Orange group
3. The organization of the group
4. Products and Services
The development strategy
1. The social responsibility strategy
2. Environment and Sustainable Development
The communication strategy
1. The media coverage of Orange

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[...] The power of preferences: When you experiment with the power of the brand preference? • Looking for a job. • You are among friends and you tell them about your work. • You want to change your car. • Want to change your TV. • You buy a pack of mineral water. Provide strategic value: What assets the company derives from the brand power? • Financial capital. • Distribution. • Reputation. • Identification. • Preference. • Loyalty. • Resistance to crises. [...]

[...] Visions of the brand: • Set the goal of the company. • An ongoing quest. • Sets the pace and direction of company stock. • Shared by all. Missions of the brand: • Determine what has been referred. • Positioning • Determine the scope of opportunity for the brand. • Business / product / market / target Selected Bibliography Giles Chapman and Gisele Pierson. Abbreviations: History of car brands in the world, Hermé p. Jean Paternotte. Logos and graphic charts: Method of work and creation, Osman Eyrolles Multimedia (OEM) p. [...]

[...] The cost of development of each oil formulation is 1 million. Vision: Remain the world leader in lubricants. • The first in PDM. • The first choice of customers. • A team of world class professional. • Excellent financial performance. Position in the world: • 1st USA • 1st in Morocco Products and services: • More than 400 different types of lubricants worldwide. • Shell is present in Morocco since 1922 and employs over 5000 people directly or indirectly. • The main activities include: 1. [...]

[...] • Number 1 of lubricants with 39% of the PDM. • Number 1 on fuels. • Number 2 for LPG with the brand. (Prior to the merger) • The best distribution network other than the network covering the whole territory. Major Clients: • Royal army with all its sections. • OCP, ONE. • Royal palaces. • JLEC; SONACID; CTM. The status of the brand: The theory of the balance the brand follows (to choose a product). Against this background, it has become increasingly vital: ¬ To emerge. [...]

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