Innocent Marketing Mix Essay Example

enable the organization to achieve its objectives to ensure the success of their products or services. The central goal of the marketing concept is customer satisfaction. However, the process doesn't end here since the organization must continually modify, adjust and enhance their products to keep up with changing consumer preferences and demands.

It is important for organizations to recognize the significance of customers and acknowledge that marketing activities revolve around them. Shell Oil Company, which originated in 1912 under the Royal Dutch/Shell Group, established the American Gasoline Company with the purpose of marketing oil along the Pacific Coast. Recently, Shell informed me about their new gasolines that promise better mileage, through a direct mailing that featured a full color brochure and two coupons worth $2 off a purchase of 10 gallons or more of the new gasolines. The coupons are only valid at specific local Shell stations and must be redeemed on or before September 28, 2003. Additionally, the brochure promotes the Shell MasterCard(r) from Citi(r) Cards that rewards a 5% rebate on each purchase of Shell gasoline, resulting in an approximation of $0.07 rebate per gallon.

Shell effectively executed all aspects of the four P's and achieved measurable results within a short timeframe. Their strategy involved sending out an offer to potential customers with the goal of placing a Shell product directly in their hands. If a more efficient gasoline were to be created, Shell would have ample opportunity to receive widespread recognition for their product.

Shell offers gasolines with unspecified attributes that provide better gas mileage, resulting in cost savings. The gas stations are conveniently located near my home, and their brochure shows five

nearby locations. While not necessarily new, Shell highlights their product placement. The gasoline price is currently reduced with money-saving coupons and long-term rebates offered through their partner credit card.

In a nutshell, Shell's promotion introduces a new product that offers value and ongoing price benefits through their partner's financing service. The promotion uses direct mail and urges immediate action. To validate Shell's claim of improved gas mileage, trying the product is the only option available to the reader.

The coupon belonging to them will be utilized by me.