project horizon: streamlining the shell helix portfolio · shell helix sn is a range of motor oils...
TRANSCRIPT
HX8
QR CODE
ACTIVE
TECHNOLOGYCLEANSING
FUEL ECONOMY
5W-305W-30
1L
SYNTHETICFOR DIESEL ANDGASOLINE ENGINES
API SL/CF, ACEA A3/B4
FULLY SYNTHETICMOTOR OIL
HX8
QR CODE
ACTIVE
TECHNOLOGYCLEANSING
FUEL ECONOMY
5W-305W-30
1L
SYNTHETICFOR DIESEL ANDGASOLINE ENGINES
API SL/CF, ACEA A3/B4
FULLY SYNTHETICMOTOR OIL
ima
PROJECT HORIZON:STREAMLINING THE SHELL HELIX PORTFOLIO
IMPLEMENTATION GUIDELINESFOR DISTRIBUTORS
We are pleased to provide you with a guide to support you in implementing Horizon - the new Shell Helix portfolio, a range of motor oils designed to drive leadership in the category in an effective way.
This document aims to provide you with an overview of this project and a set of details about the development and implementation of the new Shell Helix range of lubricants. After reading this material, you should feel confident that you can demonstrate to your customers the advantages of the new Shell Helix portfolio.The content intends to make you familiar with the changes that were designed.
An ever growing set of sales and marketing materials can be downloaded from Brand Central.
DISCLAIMER: This guide is for Shell Lubricants Distributor‘s internal use only and should not be copied (in whole or in part), amended or circulated to third parties without the prior written consent of Shell.
INTRODUCTION
2
WHAT THIS GUIDE COVERS
Introduction - including the case for changeDetailed sections covering:
Portfolio structureLabels redesignMarketing, sales support and communication strategyGlobal pricing strategy
Next steps and links to further information.Q&As
... AND HOW TO USE IT
Familiarise yourself with the guide and follow all relevant content consistently, paying particular attention to local adaptation rules.
THE STREAMLINING OF THE SHELL HELIX PRODUCT PORTFOLIO
Through Project Horizon the Shell Helix motor oils portfolio was re-designed. This document explains in detail the changes involved and the rationale behind them.
WHERE WE WERESupporting our brand ambition - to be the most preferred premium passenger car motor oil brand by 2018’ - Shell Helix is a major margin contributor, but was showing an underperforming tail. The portfolio was over-complicated: difficult for customers and internal staff to understand.
WHERE WE ARE GOINGProject Horizon will deliver a simplified product range, reduced from 167 to 84 products, but exceeding some technical requirements fulfilled by the current portfolio.
All products will carry redesigned labels, providing better shelf presence and ‘talking’ to customers with greater clarity, consistency and simplicity. All products will be supported by improved marketing communications.
3
SHELL HELIX ULTRA
THE NEW SHELL HELIX PORTFOLIO IS SIMPLE AND EASY FOR CONSUMERS TO FOLLOW
SHELL HELIX HX8
SHELL HELIX HX5
SHELL HELIX HX6
SHELL HELIX HX7
SHELL HELIX HX3
SHELL HELIX HX2
CORE
CORE
CORE
CORE
CORE
CORE
CORE
DIESEL
SN
SN
DIESEL
DIESEL
DIESEL
SN
SN
ECT
ECT
HIGHMILEAGE
HIGHMILEAGE
HIGHMILEAGE
PRO
PRO
TIERS RANGES
SHELL HELIX ULTRA
THE OLD SHELL HELIX PORTFOLIO IS FRAGMENTED AND ITS APPLICATIONS ARE NOT MEANINGFUL TO CONSUMERS
SHELL HELIX HX6
SHELL HELIX HX8
SHELL HELIX HX5
SHELL HELIX HX7
SHELL HELIX HX3
SHELL HELIX HX2
C
C
C
C
C
E
E
E
E
AJ*
AJ
AJ
RACING
FLEX
EXTRA OEM
OEM
OEM
OEM
OEM*
K
K
K
G
G
G
APPLICATIONSTIERS OEMs
THE OBJECTIVES
A portfolio designed to drive leadership in the category in a cost effective way, Project Horizon has two important objectives:
REDUCE COMPLEXITY: - Significant reduction of rebrands - Clear alignment of 4 core technologies with HX3, HX5, HX7 and Helix Ultra tiers - Substantial SKUs/SPs reduction - approximately 30-40% SKUs reductions and
over 50% SPs reduction, despite the introduction of new synthetic offers and a new “SN” range
INCREASED COMPETITIVENESS: Shell Helix Ultra elevated to a sub brand, creating a new top tier brand identity - Differentiated synthetic offering with the repositioning of Ultra and the
introduction of HX8 - Introduction of ILSAC/SN portfolio - Tiers benefits and technical RtBs deeply reviewed to be stronger. More
appealing tone of voice and much stronger RtBs. - Revised and improved product attributes (e.g. fuel economy/high mileage) will be placed on the label to help drive the customers’ choice and ease the trade up. - New ‘horizontal’ naming system that is simple to read and recall, conveys
technology leadership and eases navigation across the range of different products.
Note: Portfolio changes will continue into 2014/2015 with the introduction of new products that are under development
THE CASE FOR CHANGE
4
THE BENEFITS
THE BENEFITS FOR CUSTOMERSProject Horizon will:
Ease the understanding of the portfolio and the selection of the right productDeliver upgraded product specificationsIncrease suitability with the introduction of the multi fuels core offeringMake product identification simpler and quickerSupport the trend for synthetics by offering an affordable entry point to full synthetic engine oils with HX8 Synthetics Strengthen trust in our brand
THE BENEFITS FOR DISTRIBUTORIncrease competitiveness Reduce complexity and improve product knowledgeImprove operational efficiency – saving time and effortSupport more compelling brand product proposition Make products easier to understandDeliver upgraded products specifications Make product identification simpler and quicker Support the trend for synthetics by offering an affordable entry point to full synthetic engine oils with Helix HX 8
-
CASE FOR CHANGE
The portfolio has become fragmented and unclear:
- Proliferation of OEM and application grades and multiple performance profiles.
- Multiple re-brands adding internal complexity, creating risks of errors and limiting flexibility.
Many Saleable Products underperforming.
- Several SKU variants unlikely to be long term supported based on their contribution.
THE CASE FOR CHANGE
THE BRAND AMBITION
Our ambition is to be the most preferred premium motor oil brand by 2018.
Number1 PCMO Premium Brand
Highest Brand Preference in all key markets
First to claim news industry specs (SP GF-6 by 2016/17)
Proven superior performance against current leading competitors in all key markets
5
TIERS:
ULTRAFully synthetic
motor oil
HX8Fully synthetic
motor oil
HX7Synthetic
technology motor oil
HX6Synthetic
technology motor oil
HX5Premium
multigrademotor oil
HX3Monograde/
multigrademotor oil
HX2Multigrade
motor oil
CORE OFFERING
SN DIESEL ECT HIGHMILEAGE
PROFESSIONAL RANGES:
THE NEW PORTFOLIO
The new portfolio has been simplified to make it easier for consumers and trade to understand
WHILST BUILDING ON THE OVERALL SHELL HELIX TIERING STRUCTURE, THE PORTFOLIO HAS BEEN DEVELOPED TO: - Meet all technical requirements currently met by the current portfolio - Upgrade HX5 and HX3 tiers respectively to API SN and API SL - Ensure clear tier differentiation via: - Performance profile, viscosity grades, stronger reasons to believe (RtBs), more meaningful tier claims...Increase simplicity and clarity. A core and five supplementary ranges to meet clearly defined needs - Bring a significant reduction in the number of Saleable Products
THE NEW NAMING CONVENTION
The new portfolio is supported by a more meaningful naming convention.
The new ‘horizontal’ naming system: - is simple to read and recall - conveys technology leadership- aids navigation across the range of different products
The new naming convention has been defined in consultation with CX, legal, SBI and trademarks and licensing.
THE CASE FOR CHANGE
Each tier colour remains the same.
6
Shell helix motor oil product range
Shell helixcore offering
The Shell Helix core offering includes Shell Helix Ultra, plus the full range of the Shell Helix family. Its multifuel passenger car motor oils range from products that meet basic performance specification for older or less-demanding vehicles, to fully synthetic motor oils that are approved and recommended by the world’s leading car makers
Shell helixSn
Shell Helix SN is a range of motor oils that meets the latest ILSAC GF-5 and API SN specifications which demand improvements in fuel economy, emission system protection and engine oil robustness for gasoline engines.
Shell helixdiesel
Shell Helix Diesel is specially formulated for diesel engines. The portfolio includes Shell Helix Ultra Diesel, plus the full range of Shell Helix Diesel passenger car motor oils to meet the needs of most diesel engines.
Shell helixect
The Shell Helix ECT portfolio uses Shell’s emissions-compatible technology to help protect the vehicle’s emission system. Its low-SAPS formulation helps keep diesel particulate filter clean and protects it from ash build-up that can block the exhaust system and lead to reduced engine performance.
Shell helixhigh mileage
Shell Helix High Mileage is developed for older, higher-mileage engines. Its products are formulated with anti-wear agents to help slow down wear and help prolong engine life.
Shell helix professional
Shell Helix Professional is designed specifically to meet the demanding requirements of individual vehicle manufacturers’ specifications So when your customer asks you for advice about which oil to use, you can be confident that yo are offering the right product.
core offering Sn diesel ect high mileage professional
ultraFully synthetic
motor oil
hx8Fully synthetic
motor oil
hx7Synthetic
technology motor oil
hx6Synthetic
technology motor oil
hx5Premium
multigrade motor oil
hx3Monograde/
multigrade motor oil
hx2Multigrade motor oil
Shell helix motor oil product range
Shell helixcore offering
The Shell Helix core offering includes Shell Helix Ultra, plus the full range of the Shell Helix family. Its multifuel passenger car motor oils range from products that meet basic performance specification for older or less-demanding vehicles, to fully synthetic motor oils that are approved and recommended by the world’s leading car makers
Shell helixSn
Shell Helix SN is a range of motor oils that meets the latest ILSAC GF-5 and API SN specifications which demand improvements in fuel economy, emission system protection and engine oil robustness for gasoline engines.
Shell helixdiesel
Shell Helix Diesel is specially formulated for diesel engines. The portfolio includes Shell Helix Ultra Diesel, plus the full range of Shell Helix Diesel passenger car motor oils to meet the needs of most diesel engines.
Shell helixect
The Shell Helix ECT portfolio uses Shell’s emissions-compatible technology to help protect the vehicle’s emission system. Its low-SAPS formulation helps keep diesel particulate filter clean and protects it from ash build-up that can block the exhaust system and lead to reduced engine performance.
Shell helixhigh mileage
Shell Helix High Mileage is developed for older, higher-mileage engines. Its products are formulated with anti-wear agents to help slow down wear and help prolong engine life.
Shell helix professional
Shell Helix Professional is designed specifically to meet the demanding requirements of individual vehicle manufacturers’ specifications So when your customer asks you for advice about which oil to use, you can be confident that yo are offering the right product.
core offering Sn diesel ect high mileage professional
ultraFully synthetic
motor oil
hx8Fully synthetic
motor oil
hx7Synthetic
technology motor oil
hx6Synthetic
technology motor oil
hx5Premium
multigrade motor oil
hx3Monograde/
multigrade motor oil
hx2Multigrade motor oil
Shell helix motor oil product range
Shell helixcore offering
The Shell Helix core offering includes Shell Helix Ultra, plus the full range of the Shell Helix family. Its multifuel passenger car motor oils range from products that meet basic performance specification for older or less-demanding vehicles, to fully synthetic motor oils that are approved and recommended by the world’s leading car makers
Shell helixSn
Shell Helix SN is a range of motor oils that meets the latest ILSAC GF-5 and API SN specifications which demand improvements in fuel economy, emission system protection and engine oil robustness for gasoline engines.
Shell helixdiesel
Shell Helix Diesel is specially formulated for diesel engines. The portfolio includes Shell Helix Ultra Diesel, plus the full range of Shell Helix Diesel passenger car motor oils to meet the needs of most diesel engines.
Shell helixect
The Shell Helix ECT portfolio uses Shell’s emissions-compatible technology to help protect the vehicle’s emission system. Its low-SAPS formulation helps keep diesel particulate filter clean and protects it from ash build-up that can block the exhaust system and lead to reduced engine performance.
Shell helixhigh mileage
Shell Helix High Mileage is developed for older, higher-mileage engines. Its products are formulated with anti-wear agents to help slow down wear and help prolong engine life.
Shell helix professional
Shell Helix Professional is designed specifically to meet the demanding requirements of individual vehicle manufacturers’ specifications So when your customer asks you for advice about which oil to use, you can be confident that yo are offering the right product.
core offering Sn diesel ect high mileage professional
ultraFully synthetic
motor oil
hx8Fully synthetic
motor oil
hx7Synthetic
technology motor oil
hx6Synthetic
technology motor oil
hx5Premium
multigrade motor oil
hx3Monograde/
multigrade motor oil
hx2Multigrade motor oil
Shell helix motor oil product range
Shell helixcore offering
The Shell Helix core offering includes Shell Helix Ultra, plus the full range of the Shell Helix family. Its multifuel passenger car motor oils range from products that meet basic performance specification for older or less-demanding vehicles, to fully synthetic motor oils that are approved and recommended by the world’s leading car makers
Shell helixSn
Shell Helix SN is a range of motor oils that meets the latest ILSAC GF-5 and API SN specifications which demand improvements in fuel economy, emission system protection and engine oil robustness for gasoline engines.
Shell helixdiesel
Shell Helix Diesel is specially formulated for diesel engines. The portfolio includes Shell Helix Ultra Diesel, plus the full range of Shell Helix Diesel passenger car motor oils to meet the needs of most diesel engines.
Shell helixect
The Shell Helix ECT portfolio uses Shell’s emissions-compatible technology to help protect the vehicle’s emission system. Its low-SAPS formulation helps keep diesel particulate filter clean and protects it from ash build-up that can block the exhaust system and lead to reduced engine performance.
Shell helixhigh mileage
Shell Helix High Mileage is developed for older, higher-mileage engines. Its products are formulated with anti-wear agents to help slow down wear and help prolong engine life.
Shell helix professional
Shell Helix Professional is designed specifically to meet the demanding requirements of individual vehicle manufacturers’ specifications So when your customer asks you for advice about which oil to use, you can be confident that yo are offering the right product.
core offering Sn diesel ect high mileage professional
ultraFully synthetic
motor oil
hx8Fully synthetic
motor oil
hx7Synthetic
technology motor oil
hx6Synthetic
technology motor oil
hx5Premium
multigrade motor oil
hx3Monograde/
multigrade motor oil
hx2Multigrade motor oil
Shell helix motor oil product range
Shell helixcore offering
The Shell Helix core offering includes Shell Helix Ultra, plus the full range of the Shell Helix family. Its multifuel passenger car motor oils range from products that meet basic performance specification for older or less-demanding vehicles, to fully synthetic motor oils that are approved and recommended by the world’s leading car makers
Shell helixSn
Shell Helix SN is a range of motor oils that meets the latest ILSAC GF-5 and API SN specifications which demand improvements in fuel economy, emission system protection and engine oil robustness for gasoline engines.
Shell helixdiesel
Shell Helix Diesel is specially formulated for diesel engines. The portfolio includes Shell Helix Ultra Diesel, plus the full range of Shell Helix Diesel passenger car motor oils to meet the needs of most diesel engines.
Shell helixect
The Shell Helix ECT portfolio uses Shell’s emissions-compatible technology to help protect the vehicle’s emission system. Its low-SAPS formulation helps keep diesel particulate filter clean and protects it from ash build-up that can block the exhaust system and lead to reduced engine performance.
Shell helixhigh mileage
Shell Helix High Mileage is developed for older, higher-mileage engines. Its products are formulated with anti-wear agents to help slow down wear and help prolong engine life.
Shell helix professional
Shell Helix Professional is designed specifically to meet the demanding requirements of individual vehicle manufacturers’ specifications So when your customer asks you for advice about which oil to use, you can be confident that yo are offering the right product.
core offering Sn diesel ect high mileage professional
ultraFully synthetic
motor oil
hx8Fully synthetic
motor oil
hx7Synthetic
technology motor oil
hx6Synthetic
technology motor oil
hx5Premium
multigrade motor oil
hx3Monograde/
multigrade motor oil
hx2Multigrade motor oil
Shell helix motor oil product range
Shell helixcore offering
The Shell Helix core offering includes Shell Helix Ultra, plus the full range of the Shell Helix family. Its multifuel passenger car motor oils range from products that meet basic performance specification for older or less-demanding vehicles, to fully synthetic motor oils that are approved and recommended by the world’s leading car makers
Shell helixSn
Shell Helix SN is a range of motor oils that meets the latest ILSAC GF-5 and API SN specifications which demand improvements in fuel economy, emission system protection and engine oil robustness for gasoline engines.
Shell helixdiesel
Shell Helix Diesel is specially formulated for diesel engines. The portfolio includes Shell Helix Ultra Diesel, plus the full range of Shell Helix Diesel passenger car motor oils to meet the needs of most diesel engines.
Shell helixect
The Shell Helix ECT portfolio uses Shell’s emissions-compatible technology to help protect the vehicle’s emission system. Its low-SAPS formulation helps keep diesel particulate filter clean and protects it from ash build-up that can block the exhaust system and lead to reduced engine performance.
Shell helixhigh mileage
Shell Helix High Mileage is developed for older, higher-mileage engines. Its products are formulated with anti-wear agents to help slow down wear and help prolong engine life.
Shell helix professional
Shell Helix Professional is designed specifically to meet the demanding requirements of individual vehicle manufacturers’ specifications So when your customer asks you for advice about which oil to use, you can be confident that yo are offering the right product.
core offering Sn diesel ect high mileage professional
ultraFully synthetic
motor oil
hx8Fully synthetic
motor oil
hx7Synthetic
technology motor oil
hx6Synthetic
technology motor oil
hx5Premium
multigrade motor oil
hx3Monograde/
multigrade motor oil
hx2Multigrade motor oil
Shell helix motor oil product range
Shell helixcore offering
The Shell Helix core offering includes Shell Helix Ultra, plus the full range of the Shell Helix family. Its multifuel passenger car motor oils range from products that meet basic performance specification for older or less-demanding vehicles, to fully synthetic motor oils that are approved and recommended by the world’s leading car makers
Shell helixSn
Shell Helix SN is a range of motor oils that meets the latest ILSAC GF-5 and API SN specifications which demand improvements in fuel economy, emission system protection and engine oil robustness for gasoline engines.
Shell helixdiesel
Shell Helix Diesel is specially formulated for diesel engines. The portfolio includes Shell Helix Ultra Diesel, plus the full range of Shell Helix Diesel passenger car motor oils to meet the needs of most diesel engines.
Shell helixect
The Shell Helix ECT portfolio uses Shell’s emissions-compatible technology to help protect the vehicle’s emission system. Its low-SAPS formulation helps keep diesel particulate filter clean and protects it from ash build-up that can block the exhaust system and lead to reduced engine performance.
Shell helixhigh mileage
Shell Helix High Mileage is developed for older, higher-mileage engines. Its products are formulated with anti-wear agents to help slow down wear and help prolong engine life.
Shell helix professional
Shell Helix Professional is designed specifically to meet the demanding requirements of individual vehicle manufacturers’ specifications So when your customer asks you for advice about which oil to use, you can be confident that yo are offering the right product.
core offering Sn diesel ect high mileage professional
ultraFully synthetic
motor oil
hx8Fully synthetic
motor oil
hx7Synthetic
technology motor oil
hx6Synthetic
technology motor oil
hx5Premium
multigrade motor oil
hx3Monograde/
multigrade motor oil
hx2Multigrade motor oil
Shell helix motor oil product range
Shell helixcore offering
The Shell Helix core offering includes Shell Helix Ultra, plus the full range of the Shell Helix family. Its multifuel passenger car motor oils range from products that meet basic performance specification for older or less-demanding vehicles, to fully synthetic motor oils that are approved and recommended by the world’s leading car makers
Shell helixSn
Shell Helix SN is a range of motor oils that meets the latest ILSAC GF-5 and API SN specifications which demand improvements in fuel economy, emission system protection and engine oil robustness for gasoline engines.
Shell helixdiesel
Shell Helix Diesel is specially formulated for diesel engines. The portfolio includes Shell Helix Ultra Diesel, plus the full range of Shell Helix Diesel passenger car motor oils to meet the needs of most diesel engines.
Shell helixect
The Shell Helix ECT portfolio uses Shell’s emissions-compatible technology to help protect the vehicle’s emission system. Its low-SAPS formulation helps keep diesel particulate filter clean and protects it from ash build-up that can block the exhaust system and lead to reduced engine performance.
Shell helixhigh mileage
Shell Helix High Mileage is developed for older, higher-mileage engines. Its products are formulated with anti-wear agents to help slow down wear and help prolong engine life.
Shell helix professional
Shell Helix Professional is designed specifically to meet the demanding requirements of individual vehicle manufacturers’ specifications So when your customer asks you for advice about which oil to use, you can be confident that yo are offering the right product.
core offering Sn diesel ect high mileage professional
ultraFully synthetic
motor oil
hx8Fully synthetic
motor oil
hx7Synthetic
technology motor oil
hx6Synthetic
technology motor oil
hx5Premium
multigrade motor oil
hx3Monograde/
multigrade motor oil
hx2Multigrade motor oil
Shell helix motor oil product range
Shell helixcore offering
The Shell Helix core offering includes Shell Helix Ultra, plus the full range of the Shell Helix family. Its multifuel passenger car motor oils range from products that meet basic performance specification for older or less-demanding vehicles, to fully synthetic motor oils that are approved and recommended by the world’s leading car makers
Shell helixSn
Shell Helix SN is a range of motor oils that meets the latest ILSAC GF-5 and API SN specifications which demand improvements in fuel economy, emission system protection and engine oil robustness for gasoline engines.
Shell helixdiesel
Shell Helix Diesel is specially formulated for diesel engines. The portfolio includes Shell Helix Ultra Diesel, plus the full range of Shell Helix Diesel passenger car motor oils to meet the needs of most diesel engines.
Shell helixect
The Shell Helix ECT portfolio uses Shell’s emissions-compatible technology to help protect the vehicle’s emission system. Its low-SAPS formulation helps keep diesel particulate filter clean and protects it from ash build-up that can block the exhaust system and lead to reduced engine performance.
Shell helixhigh mileage
Shell Helix High Mileage is developed for older, higher-mileage engines. Its products are formulated with anti-wear agents to help slow down wear and help prolong engine life.
Shell helix professional
Shell Helix Professional is designed specifically to meet the demanding requirements of individual vehicle manufacturers’ specifications So when your customer asks you for advice about which oil to use, you can be confident that yo are offering the right product.
core offering Sn diesel ect high mileage professional
ultraFully synthetic
motor oil
hx8Fully synthetic
motor oil
hx7Synthetic
technology motor oil
hx6Synthetic
technology motor oil
hx5Premium
multigrade motor oil
hx3Monograde/
multigrade motor oil
hx2Multigrade motor oil
Shell helix motor oil product range
Shell helixcore offering
The Shell Helix core offering includes Shell Helix Ultra, plus the full range of the Shell Helix family. Its multifuel passenger car motor oils range from products that meet basic performance specification for older or less-demanding vehicles, to fully synthetic motor oils that are approved and recommended by the world’s leading car makers
Shell helixSn
Shell Helix SN is a range of motor oils that meets the latest ILSAC GF-5 and API SN specifications which demand improvements in fuel economy, emission system protection and engine oil robustness for gasoline engines.
Shell helixdiesel
Shell Helix Diesel is specially formulated for diesel engines. The portfolio includes Shell Helix Ultra Diesel, plus the full range of Shell Helix Diesel passenger car motor oils to meet the needs of most diesel engines.
Shell helixect
The Shell Helix ECT portfolio uses Shell’s emissions-compatible technology to help protect the vehicle’s emission system. Its low-SAPS formulation helps keep diesel particulate filter clean and protects it from ash build-up that can block the exhaust system and lead to reduced engine performance.
Shell helixhigh mileage
Shell Helix High Mileage is developed for older, higher-mileage engines. Its products are formulated with anti-wear agents to help slow down wear and help prolong engine life.
Shell helix professional
Shell Helix Professional is designed specifically to meet the demanding requirements of individual vehicle manufacturers’ specifications So when your customer asks you for advice about which oil to use, you can be confident that yo are offering the right product.
core offering Sn diesel ect high mileage professional
ultraFully synthetic
motor oil
hx8Fully synthetic
motor oil
hx7Synthetic
technology motor oil
hx6Synthetic
technology motor oil
hx5Premium
multigrade motor oil
hx3Monograde/
multigrade motor oil
hx2Multigrade motor oil
Shell helix motor oil product range
Shell helixcore offering
The Shell Helix core offering includes Shell Helix Ultra, plus the full range of the Shell Helix family. Its multifuel passenger car motor oils range from products that meet basic performance specification for older or less-demanding vehicles, to fully synthetic motor oils that are approved and recommended by the world’s leading car makers
Shell helixSn
Shell Helix SN is a range of motor oils that meets the latest ILSAC GF-5 and API SN specifications which demand improvements in fuel economy, emission system protection and engine oil robustness for gasoline engines.
Shell helixdiesel
Shell Helix Diesel is specially formulated for diesel engines. The portfolio includes Shell Helix Ultra Diesel, plus the full range of Shell Helix Diesel passenger car motor oils to meet the needs of most diesel engines.
Shell helixect
The Shell Helix ECT portfolio uses Shell’s emissions-compatible technology to help protect the vehicle’s emission system. Its low-SAPS formulation helps keep diesel particulate filter clean and protects it from ash build-up that can block the exhaust system and lead to reduced engine performance.
Shell helixhigh mileage
Shell Helix High Mileage is developed for older, higher-mileage engines. Its products are formulated with anti-wear agents to help slow down wear and help prolong engine life.
Shell helix professional
Shell Helix Professional is designed specifically to meet the demanding requirements of individual vehicle manufacturers’ specifications So when your customer asks you for advice about which oil to use, you can be confident that yo are offering the right product.
core offering Sn diesel ect high mileage professional
ultraFully synthetic
motor oil
hx8Fully synthetic
motor oil
hx7Synthetic
technology motor oil
hx6Synthetic
technology motor oil
hx5Premium
multigrade motor oil
hx3Monograde/
multigrade motor oil
hx2Multigrade motor oil
Shell helix motor oil product range
Shell helixcore offering
The Shell Helix core offering includes Shell Helix Ultra, plus the full range of the Shell Helix family. Its multifuel passenger car motor oils range from products that meet basic performance specification for older or less-demanding vehicles, to fully synthetic motor oils that are approved and recommended by the world’s leading car makers
Shell helixSn
Shell Helix SN is a range of motor oils that meets the latest ILSAC GF-5 and API SN specifications which demand improvements in fuel economy, emission system protection and engine oil robustness for gasoline engines.
Shell helixdiesel
Shell Helix Diesel is specially formulated for diesel engines. The portfolio includes Shell Helix Ultra Diesel, plus the full range of Shell Helix Diesel passenger car motor oils to meet the needs of most diesel engines.
Shell helixect
The Shell Helix ECT portfolio uses Shell’s emissions-compatible technology to help protect the vehicle’s emission system. Its low-SAPS formulation helps keep diesel particulate filter clean and protects it from ash build-up that can block the exhaust system and lead to reduced engine performance.
Shell helixhigh mileage
Shell Helix High Mileage is developed for older, higher-mileage engines. Its products are formulated with anti-wear agents to help slow down wear and help prolong engine life.
Shell helix professional
Shell Helix Professional is designed specifically to meet the demanding requirements of individual vehicle manufacturers’ specifications So when your customer asks you for advice about which oil to use, you can be confident that yo are offering the right product.
core offering Sn diesel ect high mileage professional
ultraFully synthetic
motor oil
hx8Fully synthetic
motor oil
hx7Synthetic
technology motor oil
hx6Synthetic
technology motor oil
hx5Premium
multigrade motor oil
hx3Monograde/
multigrade motor oil
hx2Multigrade motor oil
Shell helix motor oil product range
Shell helixcore offering
The Shell Helix core offering includes Shell Helix Ultra, plus the full range of the Shell Helix family. Its multifuel passenger car motor oils range from products that meet basic performance specification for older or less-demanding vehicles, to fully synthetic motor oils that are approved and recommended by the world’s leading car makers
Shell helixSn
Shell Helix SN is a range of motor oils that meets the latest ILSAC GF-5 and API SN specifications which demand improvements in fuel economy, emission system protection and engine oil robustness for gasoline engines.
Shell helixdiesel
Shell Helix Diesel is specially formulated for diesel engines. The portfolio includes Shell Helix Ultra Diesel, plus the full range of Shell Helix Diesel passenger car motor oils to meet the needs of most diesel engines.
Shell helixect
The Shell Helix ECT portfolio uses Shell’s emissions-compatible technology to help protect the vehicle’s emission system. Its low-SAPS formulation helps keep diesel particulate filter clean and protects it from ash build-up that can block the exhaust system and lead to reduced engine performance.
Shell helixhigh mileage
Shell Helix High Mileage is developed for older, higher-mileage engines. Its products are formulated with anti-wear agents to help slow down wear and help prolong engine life.
Shell helix professional
Shell Helix Professional is designed specifically to meet the demanding requirements of individual vehicle manufacturers’ specifications So when your customer asks you for advice about which oil to use, you can be confident that yo are offering the right product.
core offering Sn diesel ect high mileage professional
ultraFully synthetic
motor oil
hx8Fully synthetic
motor oil
hx7Synthetic
technology motor oil
hx6Synthetic
technology motor oil
hx5Premium
multigrade motor oil
hx3Monograde/
multigrade motor oil
hx2Multigrade motor oil
Shell helix motor oil product range
Shell helixcore offering
The Shell Helix core offering includes Shell Helix Ultra, plus the full range of the Shell Helix family. Its multifuel passenger car motor oils range from products that meet basic performance specification for older or less-demanding vehicles, to fully synthetic motor oils that are approved and recommended by the world’s leading car makers
Shell helixSn
Shell Helix SN is a range of motor oils that meets the latest ILSAC GF-5 and API SN specifications which demand improvements in fuel economy, emission system protection and engine oil robustness for gasoline engines.
Shell helixdiesel
Shell Helix Diesel is specially formulated for diesel engines. The portfolio includes Shell Helix Ultra Diesel, plus the full range of Shell Helix Diesel passenger car motor oils to meet the needs of most diesel engines.
Shell helixect
The Shell Helix ECT portfolio uses Shell’s emissions-compatible technology to help protect the vehicle’s emission system. Its low-SAPS formulation helps keep diesel particulate filter clean and protects it from ash build-up that can block the exhaust system and lead to reduced engine performance.
Shell helixhigh mileage
Shell Helix High Mileage is developed for older, higher-mileage engines. Its products are formulated with anti-wear agents to help slow down wear and help prolong engine life.
Shell helix professional
Shell Helix Professional is designed specifically to meet the demanding requirements of individual vehicle manufacturers’ specifications So when your customer asks you for advice about which oil to use, you can be confident that yo are offering the right product.
core offering Sn diesel ect high mileage professional
ultraFully synthetic
motor oil
hx8Fully synthetic
motor oil
hx7Synthetic
technology motor oil
hx6Synthetic
technology motor oil
hx5Premium
multigrade motor oil
hx3Monograde/
multigrade motor oil
hx2Multigrade motor oil
Shell helix motor oil product range
Shell helixcore offering
The Shell Helix core offering includes Shell Helix Ultra, plus the full range of the Shell Helix family. Its multifuel passenger car motor oils range from products that meet basic performance specification for older or less-demanding vehicles, to fully synthetic motor oils that are approved and recommended by the world’s leading car makers
Shell helixSn
Shell Helix SN is a range of motor oils that meets the latest ILSAC GF-5 and API SN specifications which demand improvements in fuel economy, emission system protection and engine oil robustness for gasoline engines.
Shell helixdiesel
Shell Helix Diesel is specially formulated for diesel engines. The portfolio includes Shell Helix Ultra Diesel, plus the full range of Shell Helix Diesel passenger car motor oils to meet the needs of most diesel engines.
Shell helixect
The Shell Helix ECT portfolio uses Shell’s emissions-compatible technology to help protect the vehicle’s emission system. Its low-SAPS formulation helps keep diesel particulate filter clean and protects it from ash build-up that can block the exhaust system and lead to reduced engine performance.
Shell helixhigh mileage
Shell Helix High Mileage is developed for older, higher-mileage engines. Its products are formulated with anti-wear agents to help slow down wear and help prolong engine life.
Shell helix professional
Shell Helix Professional is designed specifically to meet the demanding requirements of individual vehicle manufacturers’ specifications So when your customer asks you for advice about which oil to use, you can be confident that yo are offering the right product.
core offering Sn diesel ect high mileage professional
ultraFully synthetic
motor oil
hx8Fully synthetic
motor oil
hx7Synthetic
technology motor oil
hx6Synthetic
technology motor oil
hx5Premium
multigrade motor oil
hx3Monograde/
multigrade motor oil
hx2Multigrade motor oil
Shell helix motor oil product range
Shell helixcore offering
The Shell Helix core offering includes Shell Helix Ultra, plus the full range of the Shell Helix family. Its multifuel passenger car motor oils range from products that meet basic performance specification for older or less-demanding vehicles, to fully synthetic motor oils that are approved and recommended by the world’s leading car makers
Shell helixSn
Shell Helix SN is a range of motor oils that meets the latest ILSAC GF-5 and API SN specifications which demand improvements in fuel economy, emission system protection and engine oil robustness for gasoline engines.
Shell helixdiesel
Shell Helix Diesel is specially formulated for diesel engines. The portfolio includes Shell Helix Ultra Diesel, plus the full range of Shell Helix Diesel passenger car motor oils to meet the needs of most diesel engines.
Shell helixect
The Shell Helix ECT portfolio uses Shell’s emissions-compatible technology to help protect the vehicle’s emission system. Its low-SAPS formulation helps keep diesel particulate filter clean and protects it from ash build-up that can block the exhaust system and lead to reduced engine performance.
Shell helixhigh mileage
Shell Helix High Mileage is developed for older, higher-mileage engines. Its products are formulated with anti-wear agents to help slow down wear and help prolong engine life.
Shell helix professional
Shell Helix Professional is designed specifically to meet the demanding requirements of individual vehicle manufacturers’ specifications So when your customer asks you for advice about which oil to use, you can be confident that yo are offering the right product.
core offering Sn diesel ect high mileage professional
ultraFully synthetic
motor oil
hx8Fully synthetic
motor oil
hx7Synthetic
technology motor oil
hx6Synthetic
technology motor oil
hx5Premium
multigrade motor oil
hx3Monograde/
multigrade motor oil
hx2Multigrade motor oil
Shell helix motor oil product range
Shell helixcore offering
The Shell Helix core offering includes Shell Helix Ultra, plus the full range of the Shell Helix family. Its multifuel passenger car motor oils range from products that meet basic performance specification for older or less-demanding vehicles, to fully synthetic motor oils that are approved and recommended by the world’s leading car makers
Shell helixSn
Shell Helix SN is a range of motor oils that meets the latest ILSAC GF-5 and API SN specifications which demand improvements in fuel economy, emission system protection and engine oil robustness for gasoline engines.
Shell helixdiesel
Shell Helix Diesel is specially formulated for diesel engines. The portfolio includes Shell Helix Ultra Diesel, plus the full range of Shell Helix Diesel passenger car motor oils to meet the needs of most diesel engines.
Shell helixect
The Shell Helix ECT portfolio uses Shell’s emissions-compatible technology to help protect the vehicle’s emission system. Its low-SAPS formulation helps keep diesel particulate filter clean and protects it from ash build-up that can block the exhaust system and lead to reduced engine performance.
Shell helixhigh mileage
Shell Helix High Mileage is developed for older, higher-mileage engines. Its products are formulated with anti-wear agents to help slow down wear and help prolong engine life.
Shell helix professional
Shell Helix Professional is designed specifically to meet the demanding requirements of individual vehicle manufacturers’ specifications So when your customer asks you for advice about which oil to use, you can be confident that yo are offering the right product.
core offering Sn diesel ect high mileage professional
ultraFully synthetic
motor oil
hx8Fully synthetic
motor oil
hx7Synthetic
technology motor oil
hx6Synthetic
technology motor oil
hx5Premium
multigrade motor oil
hx3Monograde/
multigrade motor oil
hx2Multigrade motor oil
Shell helix motor oil product range
Shell helixcore offering
The Shell Helix core offering includes Shell Helix Ultra, plus the full range of the Shell Helix family. Its multifuel passenger car motor oils range from products that meet basic performance specification for older or less-demanding vehicles, to fully synthetic motor oils that are approved and recommended by the world’s leading car makers
Shell helixSn
Shell Helix SN is a range of motor oils that meets the latest ILSAC GF-5 and API SN specifications which demand improvements in fuel economy, emission system protection and engine oil robustness for gasoline engines.
Shell helixdiesel
Shell Helix Diesel is specially formulated for diesel engines. The portfolio includes Shell Helix Ultra Diesel, plus the full range of Shell Helix Diesel passenger car motor oils to meet the needs of most diesel engines.
Shell helixect
The Shell Helix ECT portfolio uses Shell’s emissions-compatible technology to help protect the vehicle’s emission system. Its low-SAPS formulation helps keep diesel particulate filter clean and protects it from ash build-up that can block the exhaust system and lead to reduced engine performance.
Shell helixhigh mileage
Shell Helix High Mileage is developed for older, higher-mileage engines. Its products are formulated with anti-wear agents to help slow down wear and help prolong engine life.
Shell helix professional
Shell Helix Professional is designed specifically to meet the demanding requirements of individual vehicle manufacturers’ specifications So when your customer asks you for advice about which oil to use, you can be confident that yo are offering the right product.
core offering Sn diesel ect high mileage professional
ultraFully synthetic
motor oil
hx8Fully synthetic
motor oil
hx7Synthetic
technology motor oil
hx6Synthetic
technology motor oil
hx5Premium
multigrade motor oil
hx3Monograde/
multigrade motor oil
hx2Multigrade motor oil
Shell helix motor oil product range
Shell helixcore offering
The Shell Helix core offering includes Shell Helix Ultra, plus the full range of the Shell Helix family. Its multifuel passenger car motor oils range from products that meet basic performance specification for older or less-demanding vehicles, to fully synthetic motor oils that are approved and recommended by the world’s leading car makers
Shell helixSn
Shell Helix SN is a range of motor oils that meets the latest ILSAC GF-5 and API SN specifications which demand improvements in fuel economy, emission system protection and engine oil robustness for gasoline engines.
Shell helixdiesel
Shell Helix Diesel is specially formulated for diesel engines. The portfolio includes Shell Helix Ultra Diesel, plus the full range of Shell Helix Diesel passenger car motor oils to meet the needs of most diesel engines.
Shell helixect
The Shell Helix ECT portfolio uses Shell’s emissions-compatible technology to help protect the vehicle’s emission system. Its low-SAPS formulation helps keep diesel particulate filter clean and protects it from ash build-up that can block the exhaust system and lead to reduced engine performance.
Shell helixhigh mileage
Shell Helix High Mileage is developed for older, higher-mileage engines. Its products are formulated with anti-wear agents to help slow down wear and help prolong engine life.
Shell helix professional
Shell Helix Professional is designed specifically to meet the demanding requirements of individual vehicle manufacturers’ specifications So when your customer asks you for advice about which oil to use, you can be confident that yo are offering the right product.
core offering Sn diesel ect high mileage professional
ultraFully synthetic
motor oil
hx8Fully synthetic
motor oil
hx7Synthetic
technology motor oil
hx6Synthetic
technology motor oil
hx5Premium
multigrade motor oil
hx3Monograde/
multigrade motor oil
hx2Multigrade motor oil
Shell helix motor oil product range
Shell helixcore offering
The Shell Helix core offering includes Shell Helix Ultra, plus the full range of the Shell Helix family. Its multifuel passenger car motor oils range from products that meet basic performance specification for older or less-demanding vehicles, to fully synthetic motor oils that are approved and recommended by the world’s leading car makers
Shell helixSn
Shell Helix SN is a range of motor oils that meets the latest ILSAC GF-5 and API SN specifications which demand improvements in fuel economy, emission system protection and engine oil robustness for gasoline engines.
Shell helixdiesel
Shell Helix Diesel is specially formulated for diesel engines. The portfolio includes Shell Helix Ultra Diesel, plus the full range of Shell Helix Diesel passenger car motor oils to meet the needs of most diesel engines.
Shell helixect
The Shell Helix ECT portfolio uses Shell’s emissions-compatible technology to help protect the vehicle’s emission system. Its low-SAPS formulation helps keep diesel particulate filter clean and protects it from ash build-up that can block the exhaust system and lead to reduced engine performance.
Shell helixhigh mileage
Shell Helix High Mileage is developed for older, higher-mileage engines. Its products are formulated with anti-wear agents to help slow down wear and help prolong engine life.
Shell helix professional
Shell Helix Professional is designed specifically to meet the demanding requirements of individual vehicle manufacturers’ specifications So when your customer asks you for advice about which oil to use, you can be confident that yo are offering the right product.
core offering Sn diesel ect high mileage professional
ultraFully synthetic
motor oil
hx8Fully synthetic
motor oil
hx7Synthetic
technology motor oil
hx6Synthetic
technology motor oil
hx5Premium
multigrade motor oil
hx3Monograde/
multigrade motor oil
hx2Multigrade motor oil
Shell helix motor oil product range
Shell helixcore offering
The Shell Helix core offering includes Shell Helix Ultra, plus the full range of the Shell Helix family. Its multifuel passenger car motor oils range from products that meet basic performance specification for older or less-demanding vehicles, to fully synthetic motor oils that are approved and recommended by the world’s leading car makers
Shell helixSn
Shell Helix SN is a range of motor oils that meets the latest ILSAC GF-5 and API SN specifications which demand improvements in fuel economy, emission system protection and engine oil robustness for gasoline engines.
Shell helixdiesel
Shell Helix Diesel is specially formulated for diesel engines. The portfolio includes Shell Helix Ultra Diesel, plus the full range of Shell Helix Diesel passenger car motor oils to meet the needs of most diesel engines.
Shell helixect
The Shell Helix ECT portfolio uses Shell’s emissions-compatible technology to help protect the vehicle’s emission system. Its low-SAPS formulation helps keep diesel particulate filter clean and protects it from ash build-up that can block the exhaust system and lead to reduced engine performance.
Shell helixhigh mileage
Shell Helix High Mileage is developed for older, higher-mileage engines. Its products are formulated with anti-wear agents to help slow down wear and help prolong engine life.
Shell helix professional
Shell Helix Professional is designed specifically to meet the demanding requirements of individual vehicle manufacturers’ specifications So when your customer asks you for advice about which oil to use, you can be confident that yo are offering the right product.
core offering Sn diesel ect high mileage professional
ultraFully synthetic
motor oil
hx8Fully synthetic
motor oil
hx7Synthetic
technology motor oil
hx6Synthetic
technology motor oil
hx5Premium
multigrade motor oil
hx3Monograde/
multigrade motor oil
hx2Multigrade motor oil
Shell helix motor oil product range
Shell helixcore offering
The Shell Helix core offering includes Shell Helix Ultra, plus the full range of the Shell Helix family. Its multifuel passenger car motor oils range from products that meet basic performance specification for older or less-demanding vehicles, to fully synthetic motor oils that are approved and recommended by the world’s leading car makers
Shell helixSn
Shell Helix SN is a range of motor oils that meets the latest ILSAC GF-5 and API SN specifications which demand improvements in fuel economy, emission system protection and engine oil robustness for gasoline engines.
Shell helixdiesel
Shell Helix Diesel is specially formulated for diesel engines. The portfolio includes Shell Helix Ultra Diesel, plus the full range of Shell Helix Diesel passenger car motor oils to meet the needs of most diesel engines.
Shell helixect
The Shell Helix ECT portfolio uses Shell’s emissions-compatible technology to help protect the vehicle’s emission system. Its low-SAPS formulation helps keep diesel particulate filter clean and protects it from ash build-up that can block the exhaust system and lead to reduced engine performance.
Shell helixhigh mileage
Shell Helix High Mileage is developed for older, higher-mileage engines. Its products are formulated with anti-wear agents to help slow down wear and help prolong engine life.
Shell helix professional
Shell Helix Professional is designed specifically to meet the demanding requirements of individual vehicle manufacturers’ specifications So when your customer asks you for advice about which oil to use, you can be confident that yo are offering the right product.
core offering Sn diesel ect high mileage professional
ultraFully synthetic
motor oil
hx8Fully synthetic
motor oil
hx7Synthetic
technology motor oil
hx6Synthetic
technology motor oil
hx5Premium
multigrade motor oil
hx3Monograde/
multigrade motor oil
hx2Multigrade motor oil
THE CASE FOR CHANGE
A NEW ROLE FOR SHELL HELIX ULTRA
Positioned as a top premium tier, Shell Helix Ultra competes against competitors top tiers, offering, through a complete range of variations, the most modern Industry specs and OEM approvals.
THE INTRODUCTION OF SHELL HELIX HX8 SYNTHETIC
Introduced as an affordable entry point to full synthetic engine oils, Shell Helix HX8 Synthetic is the top tier of the HX range, and was designed to aggressively compete against our key competitors, protecting Ultra equity and premium pricing positioning.
7
THE RANGES OVERVIEW
THE RANGES: OVERVIEW
CORE The Shell Helix Core portfolio is designed to meet requirements of the majority of the OEMs, as well as the most modern industry specifications.Its multifuel passenger car motor oils range from fully synthetic motor oils that are approved and recommended by the world’s leading car makers, to products that meet basic performance specifications.
DIESEL RANGEShell Helix Diesel portfolio is available for countries who have niche markets that require a dedicated diesel portfolio and countries where there are consumer vehicles fitted with American style small truck engines.
Note: API CH-4 and CI-4 are very different from ACEA type light duty diesel specifications and should not normally be used in diesel cars unless recommended by the OEM
HIGH MILEAGE RANGEShell Helix High Mileage is developed for older, higher-mileage engines. Its products are formulated with anti-wear agents to help slow down wear and help prolong engine life.It is tiered to offer up-sell opportunity (HX7, HX5 and HX3).
Range information is contained in a colour coded band
8
THE RANGES: OVERVIEW
SN RANGEThe Shell Helix SN portfolio is designed to meet the latest ILSAC GF-5 and API SN specifications which demand improvements in fuel economy, emission system protection and engine oil robustness for gasoline engines.
PROFESSIONAL RANGEThe Shell Helix Professional portfolio is tailored to meet engine manufacturers’ special requirements that are not met by Core or ECT products.
THE RANGE OVERVIEW
EMISSIONS COMPATIBLE TECHNOLOGY RANGE The Shell Helix ECT portfolio uses Shell’s emissions-compatible technology to help protect the vehicle’s emission system. Its low-SAPS formulation helps keep diesel particulate filters clean and protects them from ash build-up that can block the exhaust system and lead to reduced engine performance.
These oils typically meet ACEA C3 and/or the latest OEM specifications, which makes them suitable for use in a wide range of gasoline or diesel passenger cars fitted or not with a catalytic converter or a particulate filter.
9
Range information is contained in a colour coded band
THE RANGES IN MORE DETAIL:
WHY CORE AND THE PRODUCT RANGE
WHY ‘SN’ AND THE PRODUCT RANGE
WHY DIESEL AND THE PRODUCT RANGE
WHY EMISSIONS COMPATIBLE TECHNOLOGY AND THE PRODUCT RANGE
WHY HIGH MILEAGE AND THE PRODUCT RANGE
WHY PROFESSIONAL AND THE PRODUCT RANGE
10
2
WHY SHELL HELIX CORE?
IN SUMMARY
The Core range has been rationalised to meet the needs of the majority of customers and covers all tiers of the Shell Helix family including Shell Helix Ultra. This range is referred to as ‘core’ internally but is not a name intended to be used externally on the labels.
Key range highlights:- Shell Helix Ultra and HX7 tiers are largely unchanged.- Shell Helix HX7 reformulation expected to be launched in Q4 2013- Shell Helix HX8 Synthetic introduced- Shell Helix HX5 up-graded to API SN, A3/B3- Shell Helix HX3 up-graded to SL/CF
THE RANGES IN MORE DETAIL: THE CORE RANGE
11Enhanced visibilty for INDUSTRY specsAPI SN/CF, ACEA A3/B4
API SN/CF, ACEA A3/B4
TIER
Ultra
Ultra
Ultra
Ultra
Ultra
Ultra
HX8
HX8
HX7
HX7
HX7
HX7
VISCOSITY
10W-60
0W-30
5W-40
5W-30
0W-40
0W-30
5W-40
5W-30
5W-40
5W-30
15W-40
10W-40
GPC CODE
901L3254
001F0279+
001A9013
001A9012
001AN045
001E6708
001E9068
001E9067
001C9540
001C8435
001E3618
001C9539
PRODUCT
Shell Helix Ultra Racing 10W-60 (SN/CF, A3/B4)
Shell Helix Ultra A5/B5 0W-30 (SL,A5/B5)
Shell Helix Ultra 5W-40 (SL/CF/A3/B4)
Shell Helix Ultra 5W-30 (SN/CF A3/B4)
Shell Helix Ultra 0W-40 (SN/CF A3/B4)
Shell Helix Ultra 0W-30 (SN/CF A3/B4 + OEM)
Shell Helix HX8 Synthetic 5W-40 (SN/CF, A3/B4, MB229.3)
Shell Helix HX8 Synthetic 5W-30 (SN/CF, A3/B4, MB229.3)
Shell Helix HX7 5W-40 (SL/CF A3/B4)
Shell Helix HX7 5W-30 (SL/CF A3/B4)
Shell Helix HX7 (SL)
Shell Helix HX7 10W-40 (SN/CF A3/B4)
BOP SPECS
API SN/CF, ACEA A3/B3, A3/B4, Ferrari
ACEA A5/B5, API SL
API SN/CF, ACEA A3/B3, A3/B4, BMW LL-01, MB Approval 229.3, 226.5, VW 502 00/505 00, Porsche A40, RN 0700 PSA B71 2296, Ferrari, Meets the requirements of FIAT 955535-Z2, Chrysler MS-10725
API SL/CF, ACEA A3/B3, A3/B4, BMW LL-01, MB Approval 229.3, 226.5, VW 502 00/505 00, Renault RN0700, RN0710, Meets the requirements of API SN/CFAPI SN/CF, ACEA A3/B3, A3/B4, MB Approval 229.3, VW 502 00/505 00, Porsche A40, RN 0700, 0710. Meets the requirements of FIAT 955535-Z2
API SL/CF, ACEA A3/B3, A3/B4, MB Approval 229.3, 226.5, Renault RN 0700, 0710.
API SN/CF, ACEA A3/B3, A3/B4, MB Approval 229.3, VW 502.00/505.00, Renault RN0700, RN0710, Meets the requirements of FIAT 955535-N2 & 9.55535-M2
API SN/CF, ACEA A3/B3, A3/B4, MB Approval 229.3, VW 502 00/505 00, Renault RN 0700, 0710.
API SL/CF, ACEA A3/B3, A3/B4, JASO SG+, MB Approval 229.3, VW 502.00/505.00, GM LL-A/B-025, Renault RN0700, RN0710, Meets the requirements of FIAT 955535-G2
API SL/CF, ACEA A3/B3, A3/B4, JASO SG+, MB Approval 229.3, VW 502.00/505.00
API SL
API SN/CF, ACEA A3/B3, A3/B4, JASO SG+, MB Approval 229.3, VW 502 00/505 00, Renault RN 0700, 0710. Meets the requirements of FIAT 955535-G2
THE RANGES IN MORE DETAIL: THE CORE RANGE
12
THE CORE PRODUCT RANGE
TIER
HX3
HX3
HX3
HX3
HX3
HX3
HX3
HX2
HX2
HX2
HX2
VISCOSITY
SAE 50
SAE 40
SAE 30
25W-60
20W-50
15W-40
10W-30
20W-50
15W-40
10W-40
10W-30
GPC CODE
001C9602
001C9600
001E8837
001E7969
001E7931
001E7930
001E7929
001C9609
001C9611
001E8276
001C9610
PRODUCT
Shell Helix HX3 50 (SL/CF)
Shell Helix HX3 40 (SL/CF)
Shell Helix HX3 30 (SL/CF)
Shell Helix HX3 25W-60 (SL/CF)
Shell Helix HX3 20W-50 (SL/CF)
Shell Helix HX3 15W-40 (SL/CF)
Shell Helix HX3 10W-30 (SL/CF)
Shell Helix HX2 20W-50 (SG/CD)
Shell Helix HX2 15W-40 (SG/CD)
Shell Helix HX2 10W-40 (SG/CD)
Shell Helix HX2 10W-30 (SG/CD)
BOP SPECS
API SL/CF
API SL/CF
API SL/CF
API SL/CF
API SL/CF
API SL/CF
API SL/CF
API SG/CD
API SG/CD
API SG/CD
API SG/CD
API SN/CF, ACEA A3/B4
TIER
HX6
HX6
HX5
HX5
HX5
HX5
HX5
HX5
HX5
HX5
HX5
VISCOSITY
SAE 50
SAE 40
SAE 30
20W-50
15W-50
15W-40
15W-40
15W-40
10W-40
10W-40
10W-30
GPC CODE
001C9602
001C9600
001E8837
001E7969
001E7931
001E7930
001E7929
001C9609
001C9611
001E8276
001C9610
PRODUCT
Shell Helix HX6 Flex
Helix HX6
Helix HX5 High Mileage 25W-60 (SL/CF)
Helix HX5 20W-50 (SL/CF A2/B2)
Helix HX5 15W-50 (SL/CF A2/B2)
Helix HX5 15W-40 (SL/CF)
Helix HX5 15W-40 (SN A3/B3)
Helix HX5 15W-40 (SL/CF A2/B2)
Helix HX5 10W-40 (SN A3/B3)
Helix HX5 10W-40 (SL/CF A2/B2)
Helix HX5 10W-30 (SN A3/B3)
BOP SPECS
API SN, ACEA A3/B3
API SN/CF, ACEA A3/B3, A3/B4, MB Approval 229.3, VW 502.00 / 505.00, Renault RN0700.
API SL/CF
API SL/CF, A2/B2
API SL/CF, ACEA A2/B2
API SL/CF
API SN/CF, ACEA A3/B3
API SL/CF, ACEA A2/B2
API SN/CF, ACEA A3/B3
API SL/CF, A2/B2
API SN/CF, ACEA A3/B3
WHY ‘SN’
IN SUMMARY
The SN portfolio is a range of products focused on API and ILSAC performance levels, building on the US based technology (Pennzoil, FormulaShell).
- Provides a hero product for API driven markets- These products meet the most modern API specification - SN hence the convention Shell Helix Ultra SN, Helix HX7 SN etc.- Meets the GF-5 specification for 0W-20, 0W-30, 5W-20, 5W-30- The range’s name will change when its formulations are upgraded to the API SP, being called Shell Helix Ultra SP, Shell Helix HX7 SP, etc.
THE RANGES IN MORE DETAIL: THE ‘SN’ RANGE
13
TIER
Ultra
Ultra
Ultra
Ultra
HX8
HX7
HX7
HX7
HX7
HX7
HX7
HX5
HX5
HX5
HX5
HX5
VISCOSITY
5W-30
5W-20
10W-30
0W-20
0W-20
20W-50
15W-40
5W-30
5W-20
10W-40
5W-30
5W-30
5W-30
20W-50
15W-40
10W-40
GPC CODE
001E7788
001E8034
001E7787
001E7786
001E9069
001F0278
001F0277
001E8035
001E7785
001E8478
001E7784
001E8844
001E9379
001E9378
001E9377
001E9380
PRODUCT
Shell Helix Ultra SN 5W-30 (SN/GF-5)
Shell Helix Ultra SN 5W-20 (SN/GF-5)
Shell Helix Ultra SN 10W-30 (SN/GF-5)
Shell Helix Ultra SN 0W-20 (SN/GF-5)
Helix HX8 Synthetic SN 0W-20 (SN/GF-5)
Shell Helix HX7 SN 20W-50 (SN)
Shell Helix HX7 SN 15W-40 (SN)
Shell Helix HX7 SN 5W-30 (SN/GF-5)
Shell Helix HX7 SN 5W-20 (SN/GF-5)
Shell Helix HX7 SN 10W-40 (SN)
Shell Helix HX7 SN 5W-30 (SN/GF-5
Shell Helix HX5 SN 5W-30 (SN/GF-5
Shell Helix HX5 SN 5W-30 (SN/GF-5)
Shell Helix HX5 SN 20W-50 (SN)
Shell Helix HX5 SN 15W-40 (SN)
Shell Helix HX5 SN 10W-40 (SN)
BOP SPECS
API SN, ILSAC GF-5, ACEA A5/B5, Chrysler 6395, GM 6094M & 4718M, Ford WSS M2C946-A, M2C929-A, Honda HTO-06
API SN, ILSAC GF-5, ACEA A1/B1, Chrysler 6395, GM 6094M & 4718M, Ford WSS M2C945-A, M2C930-A
API SN, ILSAC GF-5 Chrysler 6395, GM 609M & 4718M
API SN, ILSAC GF-5 ACEA A1/B1
API SN, ILSAC GF-5
API SN
API SN
API SN, ILSAC GF-5
API SN, ILSAC GF-5
API SN
API SN, ILSAC GF-5
API SN, ILSAC GF-5
API SN
API SN
API SN
API SN, ILSAC GF-5
2
THE SHELL HELIX DIESEL RANGE
IN SUMMARY
The products in the Diesel range are only available for countries who have niche markets that require a dedicated diesel portfolio and countries where there are consumer vehicles fitted with American style small truck engines.
The range’s name has slightly changed to follow the new naming structure , e.g. Shell Helix Diesel Ultra is now Shell Helix Ultra Diesel.
THE RANGES IN MORE DETAIL: THE DIESEL RANGE
14
The colour code clearly identifies the Diesel range across the tiers
TIER
ULTRA
HX7
HX7
HX7
HX7
HX5
HX5
HX5
HX5
HX3
VISCOSITY
5W-40
5W-40
15W-40
10W-40
10W-30
15W-40
15W-40
15W-40
10W-30
20W- 50
GPC CODE
001E9242
001E9243
001E9246
001E9244
001E9245
001E9250
001E9249
001E9247
001E9248
001E9251
PRODUCT
Shell Helix Ultra Diesel5W-40 (CF, A3/B4+OEMs)
Shell Helix HX7 Disel 5W-40 (CF, A3/B4+OEMs)
Shell Helix HX7 Diesel 15W-40 (CH-4)
Shell Helix HX7 Diesel 10W-40 (CF, A3/B4=OEMs)
Shell Helix HX7 Diesel 10W-30 (CF, A3/B4)
Shell Helix HX5 Diesel 15W-40 (CI-4)
Shell Helix HX5 Diesel 15W-40 (CH-4)
Shell Helix HX5 Diesel 15W-40 (B3)
Shell Helix HX5 Diesel10W-30 (CH-4)
Shell Helix HX3 Diesel 20W-50 (CF)
BOP SPECS
API CF, ACEA A3/B3, A3/B4, BMW LL-01, MB Approval
229.5, 226.5, VW 505.00, Renault 0710, FIAT 955535.Z2
API CF, ACEA A3/B3, A3/B4, MB Approval 229.3, VW 505.00, RN 0710
API CI-4
API CF, ACEA A3/B3, A3/B4, MB Approval 229.3, VW 505.00, RN 0710
API CF, ACEA A3/B3, A3/B4, MB Approval 229.1
API CI--4
API CH-4
ACEA A3/B3, API CF
API CH4
API CF
SHELL HELIX EMISSIONS COMPATIBLE TECHNOLOGY RANGE
IN SUMMARY
ECT products feature an advanced emissions-compatible technology that helps to keep diesel particulate filters clean to maintain vehicle performance.
HELIX ULTRAExtra 0W-30
HELIX ULTRA ECT0W-30
HELIX ULTRAExtra 5W-30
HELIX ULTRA ECT5W-30
HELIX HX7 E5W-30
HELIX HX7 ECT5W-30
HELIX ULTRA AT-L5W-40
HELIX HX7 ECT5W-40
TODAY HORIZONMB 229.51level
MB 229.31level
THE RANGES IN MORE DETAIL: THE ‘ECT’ RANGE
ECT naming is spelt out in full to ensure consumer understanding
15
There is a requirement, driven by cars with diesel particulate filters and other emissions system technology, to have oils formulated to minimise or reduce the emissions systems degradation. Specifically, oils with reduced levels of “SAPS” (low sulphated ash, phosphorous-sulphur) that do not harm (ie are compatible with) the operation of this emission system hardware.
What is Low/Mid SAP?In order to meet ever more stringent air-quality requirements, car makers are fitting increasingly sophisticated emissions control systems to the exhaust systems. Some of these systems are sensitive to certain exhaust components that come from oil entering the engine cylinders. In particular diesel particulate traps and certain types of catalysts.
The ECT range readily identifies this category, using a simple and meaningful identifier ‘Emission Compatible Technology”. These oils are specifically blended for diesels with particle filters and gasoline engines with 3 way catalytic converters. These oils typically meet ACEA C3 and/or the latest OEM specifications and are suitable for use in a wide range of gasoline or diesel passenger cars fitted or not with a catalytic converter or a particle filter.
WHY EMISSIONS COMPATIBLE TECHNOLOGY - ECT
THE RANGES IN MORE DETAIL: THE ‘ECT’ RANGE
16
TIER
Ultra
Ultra
HX7
HX7
PRODUCT
Shell Helix Ultra ECT 5W-30 (VW504/507, BMW LL-04, MB229.51)
Shell Helix Ultra ECT 0W-30 (SN, C3, BMW LL-04, MB229.51)
Helix HX7 ECT 5W-40 (C3, 229.31, Fiat 95535-S2)
Helix HX7 ECT 5W-30 (C3, 229.31)
VISCOSITY
5W-30
0W-30
5W-40
5W-30
GPC CODE
001E9070
001E9071
001E9072
001E9073
BOP SPECS
BMW-LL-04, MB Approval 229.51, VW 504.00/ 507.00, Porsche C30
API SN, ACEA C3, BMW-LL-04, MB Approval 229.51
API SN, ACEA C3, MB Approval 229.31, Fiat 9.55535-S2 (meets), Chrysler MS 11106
API SN, ACEA C3, MB Approval 229.31, Chrysler MS 11106
2
THE SHELL HELIX HIGH MILEAGE RANGE
IN SUMMARY
Developed for older, ‘high-mileage’ engines, these products are formulated with anti-wear agents to help slow down wear and help prolong the life of the engine.
A limited range of HX5 & HX7 range using seal-conditioner technology based on North American portfolio is available for LA MDs.
The “High Mileage” name has replaced the previous “K” range in order to provide greater clarity of the key product attribute and drive purchase decision on shelf.
THE RANGES IN MORE DETAIL: THE HIGH MILEAGE RANGE
17
The colour code clearly identifies the High Mileage range across the tiers
TIER
HX7
HX5
HX3
PRODUCT
Shell Helix HX7 High Mileage 5W-30 (SN)
Shell Helix HX5 High Mileage10W-30 (SN)
Shell Helix HX3 High Mileage 25W-60 (SL)
VISCOSITY
5W-30
10W-30
25W-60
GPC CODE
001E7783
001E7782
001E7779
BOP SPECS
API SN
API SN
API SL/CF
IN SUMMARY
The Shell Helix Professional portfolio is tailored to meet engine manufacturers’ special requirements that are not met by Core or ECT ranges.
Research has highlighted the need to list the specifications on the front label for OEM approvals. EG: VW 503.00/506.00/506.01 for Ultra Professional AV etc.
These products are the same currently available as the ‘OEM portfolio’ (e.g. AB, AF, AV, AH, etc), but the range was reduced to the minimum number of liquids necessary to cover the different OEM approvals requirements that are not met but any other ranges.
The labels research has highlighted the need to display the OEM approvals on the front label (e.g.: VW 503.00/506.00/506.01 on the Ultra Professional AV FoP, etc.)
In order to allow products to be used for different FWS dealerships the claim ‘Shell’s unique formulation for [a specific OEM] was removed from the FoPs.
The only OEM logos placed on the Professional range’s FoPs will be dexos1 and dexos2 (on the AG variations) due to GM contractual obligations.
2
THE PROFESSIONAL RANGE
THE RANGES IN MORE DETAIL: THE PROFESSIONAL RANGE
18
TIER
Ultra
Ultra
Ultra
Ultra
Ultra
Ultra
Ultra
Ultra
Ultra
Ultra
Ultra
Ultra
Ultra
HX8
HX7
HX7
HX7
PRODUCT
Shell Helix Ultra Professional AF-L 5W-30 (C1, M2C-934B))
Shell Helix Ultra Professional AV-L 5W-30 (VW 504/507)
Shell Helix Ultra Professional AV-L
Shell Helix Ultra Professional AV 0W-40 (SN, A3/B4, VW 502/505)
Shell Helix Ultra Professional AV 0W-30 (VW 506.01)
Shell Helix Ultra Professional AP-L 5W-30 (C2, PSA B71 2290, Fiat 955535 S1)
Shell Helix Ultra Professional AM-L 5W-30 (MB229.51,
Shell Helix Ultra Professional AF 5W-30 (A5/B5,MC2-913C)
Shell Helix Ultra Professional AB 5W-30 (MB229.5)
Shell Helix Ultra Professional AB 5W-30 (MB229.5)
Shell Helix Ultra Professional AG
Helix Ultra Professional AR-L 5W-30 (C4, Renault)
Shell Helix Ultra Professional AB-L
Shell Helix HX8 Synthetic Professional AG
Helix HX7 Professional AG 5W-30 (SN/GF-5, dexos 1)
Helix HX7 Professional AF 5W-30 (A1/B1, M2C-
Helix HX7 Professional AV 5W-30 (C3, VW 505.01)
VISCOSITY
5W-30
5W-30
W-30
0W-40
0W-30
5W-30
5W-30
5W-30
5W-30
5W-30
5W-30
5W-30
5W-30
5W-30
5W-30
5W-30
5W-30
BOP SPECS
ACEA C1, Ford WSS-M2C934-B
VW 504.00/507.00
ACEA C2, C3, VW 504.00/507.00
API SN/CF, ACEA A3/B3, A3/B4, VW 502.00/505.00
ACEA A5/B5, VW 503.00/506.00/506.01
ACEA C2, PSA B712290, Fiat 9.55535 S1 (meets requirements)
ACEA C3, API SN/CF, BM-WLL-04, MB Approval 229.51
ACEA A5/B5, Ford WSS-M2C913-C
API SN, ACEA C3, MB Approval 229.51, MB Approval 229.5, BMW LL-04
API SN, ACEA A3/B3, A3/B4, MB Approval 229.5
API SN, ACEA C3, GM dexos2 TM license GB xxxxxxxxx
ACEA C4, Renault RN 0720
MB Approval 229.52
API SN, ILSAC GF-5, GM dex-os1TM license GB xxxxxxxxx
API SN, ILSAC GF-5, GM dexos1 TM license GB xxxxxxxxx
API SJ, ACEA A1/B1, ILSAC GF-2Ford WSS-M2C-913A, Ford WSS-M2C-913 B
ACEA C3, VW 502.00/505.01
GPC CODE
001E9388
001E9394
draft
001E9400
001E9393
001E9391
001E9390
001E9387
001E9998
001E9999
001E9389
001E9392
001F1233
001F1220
001E9384
001E9385
001E9386
WHY ‘PROFESSIONAL’
AN EXTENSIVE STUDY INSIDE AND OUTSIDE THE CATEGORY WAS CONDUCTED TO INVESTIGATE NAMING OPTIONS THAT WOULD BETTER UNIFY THE EXISTING OEM RANGE
Professional name came up after several ranges of discussions with different agencies.
FMCG RANGE
PROFESSIONALRANGE
Professional was understood as a widely accepted term to designate a product that targets specific trade needs.
Professional naming demonstrates to:
THE RANGES IN MORE DETAIL: THE PROFESSIONAL RANGE
BE MEANINGFULBE SIMPLEWORK ACROSS DIFFERENT LANGUAGES WITHOUT TRANSLATIONS NEEDEDHAVE NO LEGAL OR TRADE MARK ISSUESHAVE NO ISSUES MISALIGNMENT WITH THE SHELL GROUP BRANDING GUIDELINES
19
More emphasis on the mother brand Increased size for the Pecten
Ultra tier elevated to a sub brand New Shell Helix Ultra logo
More visibility for the viscosity
Clearer base oil indications
Opportunity to provide additional brand content ahead of the competition - QR code
Brand Rtb illustration - Iconic piston
Technology platform endorsing the product premiumness - Ferrari logo
More emphasis on the mother brand Increased size for the Pecten
Ultra tier elevated to a sub brand New Shell Helix Ultra logo
More visibility for the viscosity
Clearer base oil indications
Opportunity to provide additional brand content ahead of the competition - QR code
Brand Rtb illustration - Iconic piston
Technology platform endorsing the product premiumness - Ferrari logo
FROM THE OLD LABEL TO THE NEW: OVERVIEW
Product labels in both retail and workshop/oil change environments are critical assets in the marketing mix for the passenger car motor oil category. The pack is the last opportunity to influence consumers before they decide to buy, or trade influencers before they decide to recommend.
Through extensive qualitative and quantitative consumer and trade influencer research, the conclusion was that Shell Helix required significant changes to the label designs.
According to consumers, the most important thing that labels must do is clearly present the information that is meaningful to brand/tier/product choice.
THE KEY RESEARCH INSIGHTS During the glance test, the new design outperformed the current, with a higher percentage of participants selecting ‘extremely easy’ on finding almost all pieces of key information.
The new design had more participants that indicated ‘extremely liking the label’ compared to the current.
With regard to the Shell Helix CVPs, the new design more clearly communicated one or more benefits, as compared to the current.
The new design outperforms the current for: - high quality motor oil and ‘helps me get the most out of my car’. - Several of the product-specific attributes. - Top box for nearly all label aesthetics measures. - Consumer and Trade connection metrics
Finally and most importantly, a significantly higher percentage of participants indicated that they ‘definitely would purchase’ the product.
Current label design New label design
THE NEW LABEL DESIGN
20
SUPPORTING THE RESEARCH WITH TECHNOLOGY
To support the qualitative research findings, the 3M™ Visual Attention Service (VAS) was used to add a scientific view to the findings.
WHAT IS VAS?There are only a few seconds to make an impression on a consumer, so need to make every second count. Using algorithms based on thousands of eye tracking studies, VAS functions like eye tracking. VAS analyses images and generates a heat map showing which elements grab immediate attention. VAS has provided the technology to design labels that are optimised to catch the eye.
The new label was submitted to the system and produced the results as shown. It is clear that the key areas of the label are creating the desired ‘hot-spots’.
AREAS OF INTEREST
Scores indicate the probability that each area of interest will get attention within the first 3-5 seconds
Probability of getting attention
70% - 90%
40% - 70%
20% - 40%
PROBABILITY OF GETTING ATTENTION
This visual shows the probability that a person will look at the regions within the first 3-5 seconds
See the Heatmap results for a continuous view of results
Probability of getting attention
70% - 90%
40% - 70%
20% - 40%
HEAT MAP
Heatmaps highlight areas of the image that are likely to receive attention within the first 3-5 seconds
Yellow to red areas are most likely to draw immediate attention. Blue and green areas are less likely to draw immediate attention
If only blue and green areas appear, there are no areas that will reliably draw attention
VISUAL SEQUENCE
Visual Sequence shows the most likely view the human eye will follow when viewing images
The numbers indicate fixation points - spots where visual gaze is maintained on a single location
Fixation 1 is the most likely spot that viewers will notice when they first view a score. Other locations occur over time during the first 3-5 seconds
THE NEW LABEL DESIGN
21
THE KEY MARKETING CHANGES
THE PHASES OF PROJECT HORIZON
COMPREHENSIVE CONTENT AVAILABLE FOR LOCAL ADAPTATION
WHO TO SPEAK TO
22
THE NEW COMMUNICATION MATERIALS: OVERVIEW
A full range of communication materials is being developed.
As new campaign materials and assets are developed, this document will be updated to present these and advise the details behind what is available and how to access it.
The materials can be split into three groups:
- Sales support materials- Below the line pieces- PR toolkit
All material will be available on Brand Central or the Distributor Portal
THE NEW MESSAGES
THE KEY MARKETING CHANGES
The rationalisation that has taken place through Project Horizon, means that we have several new and powerful messages to share with our target audiences. These are:
- Introduction of GTL as a feature for Ultra tier
- New premium positioning for Shell Helix Ultra and Shell Helix HX8 Synthetic introduction as a fully synthetic entry point
- New product claims across all tiers: strong and meaningful short claims will be inserted in to all Communications Materials to define the key values of the product
- Proven technology, competitive edge
- Revised and improved product attributes (fuel economy/high mileage) will be placed on the label to help drive the customers’ choice and ease the trade up.
- Enhanced messaging around “Multifuel” suitability
- Clearer and simpler portfolio, driving the removal of limited application grades e.g “E” , “K”, “C”
- New label design developed based on consumer and influencer insights will instill purchase decision making
23
COMPREHENSIVE CONTENT AVAILABLE FOR LOCAL ADAPTATION
The previous pages have provided you with an overview about Project Horizon, the information that you need to be familiar with, what has been developed and a summary of why. To start the preparation of Horizon implementation in your market, the following links will take you to the details:
CLICK ON EACH SECTION TO VIEW CONTENT
THE CONTENT
SECTION01: THE NEW SHELL HELIX LABEL- THE RESEARCH
- THE CONTEXT AROUND CONSUMER CHOICE
- THE RESULTS IN BRIEF
- THE LABEL MESSAGING ARCHITECTURE
- THE NEW COLOUR IDENTIFIERS FOR THE RANGES
- MANAGING LABEL DEVELOPMENT AND PRODUCTION
SECTION03: GLOBAL PRICING STRATEGY
- THE GLOBAL PRICING STRATEGY - OVERVIEW
DEPLOYMENT- THE STRATEGY DEPLOYMENT FOR DIFFERENT CHANNELS
Q&As
SECTION02: COMMUNICATING THE NEW PORTFOLIO- A NEW SET OF SALES AND MARKETING MATERIALS
- THE NEW TIER BENEFIT STATEMENTS
- THE NEW SALES SUPPORT MATERIALS
- THE NEW PRODUCT SUPPORT SHEETS
- POINT OF SALES MATERIALS, PR MATERIALS, NEW EXPERIENTIAL ASSETS
25
3GLOBAL PRICING STRATEGY
THE GLOBAL PRICING STRATEGY - OVERVIEW
DEPLOYMENTTHE STRATEGY DEPLOYMENT FOR DIFFERENT CHANNELS
SHELL RETAIL
INDIRECT AND IWS
FWS
Q&As
THE BASIC PRINCIPLES
Portfolio defined and aligned to meet demand of three identified market archetypes.
Pricing Strategy continues to be defined with the guidance of the 9 box matrix which can vary by OU , by channel, by tier etc.
Tiering indexes and base products are aligned to the three archetypes.
There is a clear hierarchy between ranges – same as for pre-Horizon portfolio: OEM grades (now called Professional) are higher positioned than applications (e.g. ECT, High Mileage) which are positioned higher than core.
There is a clear viscosity hierarchy, same as for pre-Horizon portfolio.
Each archetype base product is defined in drum and price of the other pack should be calculated using the pack differentials relative to the base product price
Any pricing strategy is just a recommendation. Distributors must decide ‘how to price’ themselves.
GLOBAL PRICING STRATEGY
CLICK TO RETURN TO CONTENT
3.23.2
COMPETITIVE POSITIONING STRATEGIC GUIDANCE - 9 BOX MATRIX
Determining high level competitive positioning based on growth and penetration
Mature market 0%growth or declining
Market niche, price skimming strategy
Premium pricing. Build market share based on demonstrated value.
Low market share, < 0%
Low Brand Preference
Market follower, price matching strategy
Prices to defend market share. Build market share based on demonstrated value. Regular promotion to match competion.
Medium market share, 10 to 20%
2nd or 3rd preferred brand
Market leader, price leader or price matching strategy
Price to protect market share. Regular promotion to match competition.
High market share, > 20%
Preferred brand
Low Growth Market< 5%
Market challenger, price peneration strategy
Aggressive pricing to gain market share. Competitive channel margin
Market follower, price match or peneration strategy
Prices to defend and expand market share.
Market follower, price match or peneration strategy
Prices to defend and expand market share.
High Growth Market> 5%
Market challenger, price peneration strategy
Regular promotion to match competition. Competitive channel margin
Market challenger, price peneration strategy
Regular promotion to match competition. Competitive channel margin
Market challenger, price peneration strategy
Regular promotion to match competition. Competitive channel margin
PORTFOLIO TYPE AND VISCOSITY HIERARCHY
GLOBAL PRICING STRATEGY
CLICK TO RETURN TO CONTENT
3.23.3
PRICE POSITION
PORTFOLIO
10W-3010W-4010W-60
0W-200W-300W-40
5W-205W-305W-40
15W-4015W-50 25W-50
25W-60 304050
PRICE POSITION
VISCOSITY
PROECT
HIGH MILEAGE
SNCORE DIESEL=
3.4
THE STRATEGY DEPLOYMENT FOR DIFFERENT CHANNELS
SHELL RETAIL
c) Shell RetailStaff training
b) Shell Retailersengagement andtraining
d) Shell Retailend - customerscommunications
Train Shell Retail staff
Shell retail staff training pack
Forecourt attendants pockets sales
Inform Shell Retailer about Horizon
Train Shell Retailers
Shell Retailers engagement letter
Shell Retailers training pack
Adapt, print and distribute communications materials developed aimed at end users (motorists)
Consumer Leaflets
Product Support Sheets
From -To charts
Consumer Focused POSM
COMMUNICATING THE NEW PORTFOLIO
CLICK TO RETURN TO CONTENT
THE STRATEGY DEPLOYMENT FOR DIFFERENT CHANNELS
INDIRECT AND IWS
COMMUNICATING THE NEW PORTFOLIO
CLICK TO RETURN TO CONTENT
a) DSR Training c) Sell in to TradeCustomer.Engagement and Training
b) Distributor Engagement and Training
d) Sell through to End-CustomerCommunications and Influencer...
Internal communicationsInternal sell in trainingOutline of communication plan and content to Distributor/Trade/Consumer
Distributors Inform customers.
Train staff. Include video.
Communicate Why Shell synthetics now?
Engagement letter
Brochure/Flyer...what’s in it for me?
90 second video on Horizon
Why Shell synthetics?
Give away for Shell Helix Ultra
Demo tool
Content for SMS and internet communication
Testimonials
OEM chart
Distributors support Trade to sell through to consumers.
Train staff. Include video.
Communiate Why Shell synthetics now?
Shelf display material
Posters
Bottle neck
Counter display
Portfolio flyer
Testimonials
OEM chart
Demo tool
Other opportunities currently under review such as stand alone cut out.
Informs Sub-Distributors based on timing in contract requirements.
Launch celebration
Train Distributor Sales Reps
Engagement letter
Support launch celebration
90 second video on Horizon
Why Shell synthetics?
Training presentation... what’s in it for me?
Give away for Shell Helix Ultra
Demo tool
Cheat Sheet (simple messages to be relayed to trade in Q&A format)
Wha
t:
DISTRIBUTOR EXTERNAL
INDIRECT IWS
3.5
Mat
eria
ls ne
eded
:
THE STRATEGY DEPLOYMENT FOR DIFFERENT CHANNELS
FWS
COMMUNICATING THE NEW PORTFOLIO
CLICK TO RETURN TO CONTENT
3.6
Review of Price and CVP positioning
Sell in to FWS/GroupCustomer.Engagement and Training
FBAM and KAMTraing
Sell through to End-CustomerCommunications and Influencer support
Review of pricing position into FWS on new CVP
Internal communications
Overview of portfolio for country/cluster/region
Any changes to costing related to new portfolio
Train FWS Sales Reps on portfolio details as well as RTB
Review of any pricing/contractual elements
FWS launch to end customers
Engagement letter and presentation
Video of Shell Helix technology
Why Synthetics training deck
Give away for Shell Helix Ultra
Demo tool
Product Support Sheets
Sales Presenters and RTB
OEM chart
Art Builder for new materials
FWS staff sell through to end customers
Tßo support FWS staff in technical understanding of portfolio as well as confidence to sell out
Shelf display material
Bottle neck
Counter display
Product Support Sheets
OEM chart
Demo tool
Promotional ideas and best practice sharing for marketing campaigns
Train all sales force facing FWS customers in portfolio
Launch celebration
Internal sell in training
Outline of external communication plan and content to FWS
OEM specs per product for Professional Range
GtL and Synthetics messaging
Wha
t:M
ater
ials
need
ed:
EXTERNALINTERNAL
Q&As FOR INTERNAL USE
CLICK TO RETURN TO CONTENT
3.7
Q&As
This section contains a list of useful Q&A to help to fully understand Project Horizon
Q. WHY HORIZON?
A. Horizon is a key Shell Helix project which will enable Shell to achieve its leadership ambitions and represents a robust platform to gain competitiveness. In order to ensure the aimed Shell Helix leadership across all key markets, its portfolio has been reviewed to cope with the most modern industry specs and restructured to offer the best options to meet individual market archetypes requirements.
The project has two important objectives:
1) Complexity reduction
2) Competitiveness increase through upgraded specifications and additional approvals
In order to ensure we have the best in class offer and overcome competitors in our key markets, portfolio changes will continue into 2014/2015 with the introduction of new products that are under development.
Q. HOW HAS THE PROFESSIONAL RANGE BECOME MORE VERSATILE?
A. We removed the ‘Shell’s unique formulation for an OEM’ claim from the front label to avoid the issues faced with some FWS dealers that struggle to sell a product that is labeled as specific for another OEM.
Q. WHAT DO THE NEW LABELS REPRESENT FOR SHELL HELIX?
A. The findings from a research run in 9 markets provided us with clear indications on the key elements on the front label that will drive preference and instill usage of our products. According to these findings, the new labels represent a huge step change in purchase willingness.The research insights clearly point at the key elements that must be on the FoP, and the purchase willingness is expected to be increased. The new labels have been designed to place the fundamental info people’s eyes naturally land.
Q. WHY ARE THE SPECIFICATIONS ON THE FRONT LABEL?
A. The labels research has shown that the industry specs (API and ACEA) come first in the hierarchy defined by consumers and influencers from the majority of the 9 markets that took part in the research. For this reason all portfolios (excluding Professional) will list the industry specs on the front label, as well as the full set of specs (including OEM approvals) on the back label.The labels research has also highlighted the need to list the OEM approvals on the Professional portfolio and as a result we are going to highlight all OEM approvals on the Shell Helix Professional front labels. In addition, the trade’s purchase decision is primarily driven by specifications.
Q&As FOR INTERNAL USE
CLICK TO RETURN TO CONTENT
3.8
Q&As
Q. WHAT SHOULD BE CONSIDERED WHEN DEVELOPING LAUNCH PLANS?
A. SP&A requirements – Horizon is already part of 2013 Shell Helix Global initiative and the markets were individually instructed to allocate money to support the launch. The markets launching Horizon in 2014 will have to allocate budget under the 2014 global initiative.
Launch toolkit – the Horizon Implementation Guidelines will provide the markets with tools to support the launch (sales presenters, PSSs, brochures, POSM materials, etc).
Each local market is responsible for tailoring their launch plans considering their budgets and specific requirements.
We recommend for local markets to consider a Sub-distributor launch event as part of their Horizon implementation plan.
Q. HOW ARE ECT AND PROFESSIONAL PRODUCTS DIFFERENTIATED?
A. ECT – Emissions Compatible Technology - targets general aftermarket, multiple OEM approvals (mainly Indirect Channel and IWS)
ECT products are all compatible with vehicles fitted with diesel particulate filters
Example: Shell Helix Ultra ECT 5W-30 is approved by VW, MB, BMW and Porsche and is suitable for workshops servicing multiple brands of vehicles
“Professional” exists because there is a very specific OEM approval that cannot be met on the Core or ECT range and typically targeting FWS.
“Professional” contains a mix of product technologies that cover diesel (with/without particulate filters) and gasoline engines
Example: Shell Helix Ultra Professional AF 5W-30 meets the specific M2C 913C specification that cannot be met with the “core” or “ECT” range.
1THE NEW SHELL HELIX LABEL
THE RESEARCH
THE CONTEXT AROUND CONSUMER CHOICE
THE RESULTS IN BRIEF
THE LABEL MESSAGING ARCHITECTURE
THE NEW COLOUR IDENTIFIERS FOR THE RANGES
THE NEW SHELL HELIX LABEL
THE RESEARCH
THE PURPOSEThe research provided a clear rationale behind the development of the core structure of the product portfolio and the label design, and how they fit with the Shell Helix CVP. We needed to determine if Shell Helix requires new packaging label designs or significant changes to existing packaging label designs to make sure that the packaging labels:
Have compelling impact in the context of point of sales/service Visually and verbally reinforce the overall brand positioning Provide the right information to tip the scales in favour of a purchase
THE OBJECTIVE Determine whether the label visually and verbally supports the brand positioning (Pride, Cleans Engine, Leading Technology and High Quality) Determine the basic variables of effective packaging labels Understand whether the label communicates the product benefits that are most important to consumers and trade influencers Determine how consumers interpret modifiers to current Shell product names Provide direction with regards to what information needs to be emphasised on the front and back labels in order to leverage brand choice towards Shell Helix
THE METHODOLOGY 13 traditional in-person focus groups (4 among Trade Influencers and 9 among target Consumers) were conducted between September and November 2012. Participants
Research was conducted in the following markets:BRAZIL CHINA FRANCEGERMANY INDIA INDONESIA MALAYSIA RUSSIA TURKEY
A comprehensive discussion guide with some customisation to address consumer or trade influencer specific objectives was designed.
Participant Type Screening Criteria
Trade Influencers All Trade Influencer participants were selected by Shell in-country teams.
They are professionals who best represent the most important channel(s) of a particular market
Consumers participants were recruited by Harris interactive according to the following key criteria:
Age 18+ vehicle owners who are responsible for decisions regarding their vehicle’s maintenance (including make purchase decisions for motor oil)
Belong to one of the two Helix target segments: “Proud Achievers” or “Genuine Experts”
Consumers
CLICK TO RETURN TO CONTENT
1.2
THE RESULTS IN BRIEF
The results showed that Shell Helix required new or significant changes to existing packaging label designs. Consumers declared that they felt overwhelmed and confused by the information and details they see about motor oil. Many don’t understand much of what it means or why it’s important. So they look for easy, trustworthy and captivating ways to simplify their choice. Across regions, consumers and influencers defined three core requirements for the front label:
CONSUMER
Tell the consumer at a glance what the brand is all about
Keep it simple and easy to understand
Give the consumer confidence it’s right for their car
INFLUENCER
Communicate the most important information
Keep it simple and easy to understand
Make it easy to pick a bottle at point of sale
THE CONTEXT AROUND CONSUMER CHOICE
To make it ‘easy to choose’, consumers appear to first look to the aesthetics and brand identifiers on the bottle. Brand, colour and simplicity of design are all important initial components of building interest and acceptance. It cannot be overstated how important these are in building the trust needed.
Next they look to see if it’s the right motor oil for their car. Here they look for functional attributes or visual clues like a visual that says ‘this is for a car’ (the piston); the oil’s viscosity rating; a clear indicator that the oil is either ‘synthetic or mineral’; mileage obtainable between oil changes; the engine fuel type the oil is designed to work with and an indication that the oil works with (or is compatible with the needs of) their personal car make and model.
Only after these functional requirements are met will they be open to (and may look for) performance benefits. These include fuel savings, added engine life and mileage, cleaning properties and improved vehicle performance.
THE NEW SHELL HELIX PACKAGING: RESEARCH FINDINGS
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1.3
THE RESULTS IN BRIEF
All participants were clear that the most important requirement was to make the brand prominent.
“The brand logo should be big and obvious to catch attention from the
first glance, because it is the top priority to choose motor oil product.”
China consumer
“On the front label our main aim was to bring forward the branding because
people who know the oil will buy it upon seeing the brand and its logo, and buy it at once. That was what we did in the
front label.” Turkey consumer
“The Shell symbol is in a prominent position. It’s important to show the manufacturer’s
identity.” Brazil consumer
“The Shell logo is an assurance that this is a high quality oil.”
Indonesia consumer
THE NEW SHELL HELIX LABEL: RESEARCH FINDINGS
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1.4
THE RESULTS IN BRIEF continued
PRIORITISING THE MOST IMPORTANT INFORMATION In their groups respondents were asked to rank and prioritise a group of twenty six elements that could appear on the front and back labels of Shell Helix motor oil.
Represented in the table is a rank order comparison of the 9 most important elements for consumers and influencers.
Although the top choices for both segments closely align, it’s important to note that influencers were more likely to rank performance-based information as ‘extremely important’ than consumers were.
The information that was collated from the research was used to develop new naming conventions, simplify the portfolio and the design of the label. The following pages provide the details. As part of the project rollout, small pack labels, pail labels and cartons artworks will be introduced to give a new identity to the refreshed portfolio.
PRIORITY RANK BY THE AUDIENCE
THE NEW SHELL HELIX LABEL: RESEARCH FINDINGS
FULLY SYNTHETIC MOTOR OIL
CONSUMER
FULLY SYNTHETIC MOTOR OIL
INFLUENCER
Suitable for gasoline and diesel engines Suitable for gasoline and diesel engines
Suitable for all petrol and diesel engines (without particulate filters)operating in extreme driving conditions
API SN/CF; ACEA A3/B3/B4; BMW Longlife-01; MB-Approval 229.5; VW 502 00, 505.00; Porsche; Ferrari; Renault RN0 700, RN710; meets requirements of Fiat 9.55535-Z2
5W-40 5W-40
4L
4L
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1.5
THE LABEL MESSAGING ARCHITECTURE
The solution that we concluded shows a clear hierarchy of information. More emphasis on the mother brand
INCREASED SIZE FOR THE PECTEN
Ultra tier elevated to a sub brandNEW SHELL HELIX ULTRA LOGO
MORE VISIBILITY FOR THE VISCOSITY
Fuels suitability as a differentiatorFUEL STATEMENT
CLEARER BASE OIL INDICATIONS
Visibility of product attributesPRODUCT ATTRIBUTE ICON
Opportunity to provide additional brand content ahead of the competitionQR CODE
Technology platform endorsing the product premiumness - FERRARI LOGO
Brand Rtb illustrationICONIC PISTON
THE NEW SHELL HELIX LABEL
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1.6
THE NEW SHELL HELIX LABEL
CORE The Shell Helix Core portfolio is designed to meet requirements of the majority of the OEMs, as well as the most modern industry specifications.Its multifuel passenger car motor oils range from fully synthetic motor oils that are approved and recommended by the world’s leading car makers, to products that meet basic performance specifications.
Shell Helix Diesel portfolio is available for countries who have niche markets that require a dedicated diesel portfolio and countries where there are consumer vehicles fitted with American style small truck engines.
Note: API CH-4 and CI-4 are very different from ACEA type light duty diesel specifications and should not normally be used in diesel cars unless recommended by the OEM
Shell Helix High Mileage is developed for older, higher-mileage engines. Its products are formulated with anti-wear agents to help slow down wear and help prolong engine life.
It is tiered to offer up-sell opportunity (HX7, HX5 and HX3).
The Shell Helix SN portfolio is designed to meet the latest ILSAC GF-5 and API SN specifications which demand improvements in fuel economy, emission system protection and engine oil robustness for gasoline engines.
The Shell Helix ECT portfolio uses Shell’s emissions-compatible technology to help protect the vehicle’s emission system. Its low-SAPS formulation helps keep diesel particulate filter clean and protects it from ash build-up that can block the exhaust system and lead to reduced engine performance.
These oils typically meet ACEA C3 and/or the latest OEM specifications, which makes them suitable for use in a wide range of gasoline or diesel passenger cars fitted or not with a catalytic converter or a particulate filter.
The Shell Helix Professional portfolio is tailored to meet engine manufacturers’ special requirements that are not met by Core or ECT products.
60% Grey
P.294c Blue
80% Grey
40% Grey
20% Grey
P.313c Blue
DIESEL
HIGH MILEAGE
SN
ECT
PROFESSIONAL
RANGES RANGE COLOUR CODEOVERVIEW
THE NEW COLOUR IDENTIFIERS FOR THE RANGES
The following tables show you the colour codes that should be used to identify the tiers and ranges.
THE TIERSThe core tier names and colour code will remain the same - Ultra, HX8 Synthetic, HX5 etc.
THE RANGE’S NAMESWe now have six main definitions:
- Core (offering) - SN*- Diesel - Emissions Compatbile Technology (ECT) - High Mileage - Professional
*This name will change in 4 years when the SP specification is released - Shell Helix Ultra SP.
SHELL HELIX ULTRA
SHELL HELIX HX8
SHELL HELIX HX5
SHELL HELIX HX6
SHELL HELIX HX7
SHELL HELIX HX3
SHELL HELIX HX2
TIERS COLOUR CODE
Helix Grey
Rimula Grey
Helix Blue
Shell Yellow
Shell Yellow
Shell Red
White
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1.7
2COMMUNICATING THE NEW PORTFOLIO
A NEW SET OF SALES AND MARKETING MATERIALS
THE NEW TIER BENEFIT STATEMENTS
THE NEW SALES SUPPORT MATERIALS
THE NEW PRODUCT SUPPORT SHEETS
POINT OF SALES MATERIALS, PR MATERIALS, NEW EXPERIENTIAL ASSETS
TRADE AllCustomer/Consumerbenefitslisted,plus:- Greaterversatilityinchoicefromtheprofessionalrange(nottiedtothe“Specially designedforGM/BMW/MBetc”)
SALESANDMARKETING- Morechance/opportunitytosellpremiumwiththenewShellHelixHX8SyntheticrangeandimprovedspecsonShellHelixHX7- Newandimprovedsalesmaterials- Clearerseparationbetweentierbenefitsandlessoverlapbetweenapplications-soasmallerportfoliomeetingthesameneedsanddesignedtorespondtothefuturerequirements.
A NEW SET OF SALES AND MARKETING MATERIALS
Horizonbringsseveralnewandpowerfulmessagestosharewithourtargetaudiences.Theseare:
Aclearerandsimplerportfoliobasedoncoreproductsplusfiveadditionalrangestomeetdifferentmarketarchetypesneeds
CONSUMERS Easiertounderstandandchoose:- Consistentnamingandtiering- Anewlooklabelwithclearinformationonthefrontofpacktoeasethechoice- QRcodesdrivingtrafficdirectlytoadditionalcontent,includingLubeMatch- confidenceinthechoice- Enhancedmessagingaroundfuelsuitability
Cuttingedgetechnology:- Latestindustryspecsacrossthetiers- IntroductionofthenewShellHelixUltra0W-30andShellHelixUltraECT0W-30- IntroductionofthenewShellHelixUltraSN0W-20- TheGtLsupportstoryforShellHelixUltra*
Improvedspecifications:- NewspecsonShellHelixUltra(MB226.5),HX75W-30(ACEAA3/B3/B4,JASOSG+,MBApproval229.3,VW50200/50500)(allthemissingonesthatwereonHX7C5W-30)- ShellHelixHX5upgradetoAPISNandACEAA3/B3-- ShellHelixHX3upgradetoSL/CF-morerobustentrylevellubrication.
Fillinginthe‘FullySyntheticoffering’tobettercompeteagainstMobilSuperandCastrolMagnatec,protectingShellHelixUltraequityandprofitability**- ShellHelixHX8Synthetic-anaffordableentrypointtofullsyntheticengineoils.
*Thisisstillconfidential,nottobesharedexternallyuntiltheGlobalTeamhascommunicatedthefinaldirectiononthistopic
**DISCLAIMER:Aswearenamingcompetitors,thisinformationmustbekeptforinternaluseonly.
COMMUNICATING THE NEW PORTFOLIO
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2.2
THENEW TIER BENEFIT STATEMENTS Thefollowingtableillustratesthenewtierbenefitstatementsforeachtier-range:
COMMUNICATING THE NEW PORTFOLIO
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2.3
RANGE
CORE
CORE
CORE
CORE
CORE
CORE
CORE
CORE
SN
SN
SN
SN
DIESEL
DIESEL
DIESEL
DIESEL
ECT
ECT
HIGHMILEAGE
HIGHMILEAGE
HIGHMILEAGE
PROFESSIONAL
PROFESSIONAL
TIER
ULTRA
HX8
HX7
HX6
HX6
HX5
HX3
HX2
ULTRA
HX8
HX7
HX5
HX8
HX7
HX5
HX3
ULTRA
HX7
HX7
HX5
HX3
ULTRA
HX7L
NEW PRODUCT NAME
ShellHelixUltra
ShellHelixHX8Synthetic
ShellHelixHX7
ShellHelixHX6
ShellHelixHX6
ShellHelixHX5
ShellHelixHX3
ShellHelixHX2
ShellHelixUltraSN
ShellHelixHX8SyntheticSN
ShellHelixHX7SN
ShellHelixHX5SN
ShellHelixUltraDiesel
ShellHelixHX7Diesel
ShellHelixHX5Diesel
ShellHelixHX3Diesel
ShellHelixUltraECT
ShellHelixHX7ECT
ShellHelixHX7HighMileage
ShellHelixHX5HighMileage
ShellHelixHX3HighMileage
ShellHelixUltraProfessionalShellHelixHX7Professional
TIER BENEFIT STATEMENT
Shell’smostadvancedformulationforhighperformanceengines
Relentlessperformance,cleansingandprotection
Helpstokeepenginescleanandrunningefficiently
Helpstoprotectagainstcorrosionandsludgedeposits
Helpstoprotectagainstsludgeandwear
Helpstoremovesludgefromdirtyengines
Reliableprotectionforolderengines
Valueforhardworkingengines
Thenextoilgenerationforenginecleanliness
Fullysyntheticformulationsuitableforecocarmodels
Longtermprotectionagainstsludge
Helpstokeepenginesclean
Shell’smostadvancedformulationforhighperformancedieselengines
Helpstokeepdieselenginescleanandrunningefficiently.
Helpstomaintainperformanceindieselengines
Reliableprotectionforolderdieselengines
Shell’sultimateprotectionforvehicleemissionsystems
Protectionforvehicleemissionsystems
Helpstostoptheagingprocessinyourengine
Helpstoextendenginelife
Protectionforengineswithmorethan100,000Km
Tailoredtomeetenginemanufacturerspecialrequirements
Tailoredtomeetenginemanufacturerspecialrequirements
SHELL HELIX PRODUCT CATALOGUE 2013
PROUD DRIvERS CHOOSE SHELL HELIX
THENEW SALES SUPPORT MATERIALS
Thesupportmaterialsprovidesimple,shorter,moredirectlanguagetoprovidecoreinformationandexplainkeybenefits.
- SalessupportmaterialsweredefinedinconsultationwithlocalteamsandGlobal ChannelManagersandareunderdevelopmenttosupportthelaunchofthenew portfolio: - ProductSupportSheet-1perproduct - Productcatalogue - ShellHelixProductTraining(BasicsofPCMO/WhyShellHelix) - ‘WhySynthetics’salespresenter - Consumerleaflet - Tradebrochure-1perportfolio - OEMspecificationtemplate - FromtoChart-1perportfolio - VideoonHorizonkeychanges - Externalstorylinepresentation
Thesematerialsarecurrentlyunderdevelopmentandwillbeintroducedoverthefollowingweeks.
MaterialswillbepublishedonBrandCentralwhenallnewpackshotshavebeenreleased.
COMMUNICATING THE NEW PORTFOLIO
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2.4
2
THENEW PRODUCT SUPPORT SHEETS
Newinnovativedesignreflectingourtechnologyleadership
Thecontentboxfeaturestherefreshedtier-productclaimandallspecs
IncorporatePistonasaniconicrepresentationofShellHelixcoreRtB-theActiveCleansingTechnology
Colourcodingforeachtierandportfolio
LANGUAGE:Updatedlanguagetobemore“customerfriendly”forbetterunderstandingbyvariouslevelsofcompetencyacrossthetrade
THREESECTIONS:WhychooseShellHelixSelectingtherightoilTheimportanceofcleansing
IncorporatedimagerytoshowcaseourActiveCleansingTechnologyatworkHelpevolvethestoryon“WHY”cleansing
SPECIALFEATURESANDBENEFITS:Retainedthe‘easytoread’features/benefitchartCleartiering(i.e.morefeatures/benefitsforpremiumsthanlowertiers)
! New innovative design reflecting our technology leadership
! The content box features the refreshed tier-product claim and all specs
! Incorporate Piston and Active Cleansing Technology as found on the new label
! Shell Helix Ultra logo and updated tagline
! Color coding for each tier and portfolio
COMMUNICATING THE NEW PORTFOLIO! New innovative design reflecting
our technology leadership ! The content box features the
refreshed tier-product claim and all specs
! Incorporate Piston and Active Cleansing Technology as found on the new label
! Shell Helix Ultra logo and updated tagline
! Color coding for each tier and portfolio
! Language: — Updated language to be more
“customer friendly” for better understanding by various levels of competency across the trade
! Three sections: — Why choose Shell Helix Ultra SN? — Selecting the right oil — The importance of cleansing
— Incorporated imagery to showcase our ACT at work
— Help evolve the story on “WHY” cleansing
! Special features and benefits — Retained the ‘easy to read’ features/
benefit chart — Clearer tiering (i.e more features/
benefts for premiums than lower tiers)
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2.5
New point of sales material
New PR materials
New experiential Assets
TheseguidelinesarecurrentlyunderdevelopmentandwillbeavailableinQ4.
COMMUNICATING THE NEW PORTFOLIO
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2.6