石油市场研究报告

1、壳牌石油市场研究报告（英）OIL BRAND AWARENESS (Q1a/b)10010042173998984524126147221189664523127767586333186411115973971%25%50%75%100%Base: All respondentsUNWTD Base: 355WTD Base (000): 67,000Top of M i ndTotal U nai dedTotal M enti onsLocal BrandsGreat WallOriginalSpecial oilOthersImported/JV BrandShellMobilCalte

2、xEssoCastrolBPOthersShell Helix RedHelix SuperRotellaMobilDelvac 1300Delvac 1130Delvac 1330SpecialSuperIMPORTED/JV OIL BRAND AWARENESS - SPECIFIC MODEL- I (Q1a/b)8961677846433161382445264118956212866%25%50%75%100%Top of M i ndTotal U nai dedTotal M enti onsBase: All respondentsUNWTD Base: 355WTD Bas

3、e (000): 67,000IMPORTED/JV OIL BRAND AWARENESS - SPECIFIC MODEL-II (Q1a/b)524241221710261412141251221721214111159323%25%50%75%100%Top of M i ndTotal U nai dedTotal M enti onsCaltexCXTESSOBeu HBXSuperfloGold ExtraCastrolGT ExtraTaximaxBPVisco 2000Super VBase: All respondentsUNWTD Base: 355WTD Base (0

4、00): 67,000TotalTA XI M odelSpeci fi c Brand/M odel U serXi a LiCi troenSantana/Jetta/O thersShel lN on-Shel lShel lH el i x RedU N W TD Base:355139931239925676W TD Base ( 000):67, 00050, 00010, 0007, 00017, 04249, 95814, 218%I m ported/JV Brand47458610040100Shel l2120411006100M obi l201631112311Cal

5、 tex7612778BP3217344O thers497261Local Brand807143368335G reat W al l603731285927Speci al oi l11439119*O ri gi nal20136179O thers12412*OIL BRAND EVER USED IN PAST 12 MONTHS (Q1c)507523217455316151%50%100%Base: All respondentsTotalTA XI M odelSpeci fi c Brand/M odel U serXi a LiCi troenSantana/Jetta/

6、O thersShel lN on-Shel lShel lH el i x RedU N W TD Base:355139931239925676W TD Base ( 000):67, 00050, 00010, 0007, 00017, 04249, 95814, 218%Shel l2120411006100H el i x Red131225742100H el i x Super89193056M obi l201634112311D el vac 1300181228102010Cal tex7612778CXT7412778BP3217344Super V213222Vi sc

7、o 20001115*1*IMPORTED/JV BRAND EVER USED IN PAST 12 MONTHS - SPECIFIC MODEL (Q1c)23217415918721%25%50%Base: All respondentsTotalTA XI M odelSpeci fi c Brand/M odel U serXi a LiCi troenSantana/Jetta/O thersShel lN on-Shel lShel lH el i x RedU N W TD Base:355139931239925676W TD Base ( 000):67, 00050,

8、00010, 0007, 00017, 04249, 95814, 218%I m ported/JV BrandShel l H el i x Red1181763086Shel l H el i x Super578241*M obi l D el vac 130068172112Cal tex CXT417445Local BrandG reat W al l3725161400ri gi nal171*3153Speci al O i l8367*15*OIL BRAND USED FOR LAST CHANGE (Q1d)11594301111%25%50%Base: All res

9、pondentsTotalTA XI M odelXi a LiCi troenSantana/ Jetta/O thersU N W TD Base:35513993123W TD Base ( 000):67, 00050, 00010, 0007, 000%I m ported/JV BrandShel l H el i x Red13918Shel l H el i x Super3711M obi l D el vac 13008814Cal tex CXT318Local BrandG reat W al l402516Speci al oi l8368O ri gi nal14*

10、OIL BRAND USED MOST OFTEN FOR OIL CHANGE - I (Q1e25%50%Base: All respondentsEver used i n past 12 m onthLast change brandM ost often brand%I m ported/JV BrandShel l231718H el i x Red151113H el i x Super955M obi l e211111D el vac 13001899D el vac 1130211D el vac 1330101Speci al000Super00

11、Cal tex744CXT743BP433Super V221Vi sco 2000332Esso211Superfl o211Castrol211Taxi m ax111G T Extra101Local BrandG reat W al l533335Speci al oi l161212O ri gi nal151310Base: All respondentsUNWTD Base: 355WTD Base (000): 67,000TotalO w nershi p of TA XICarA ge of TA XIM i l es Runni ng Per-m onthPri vate

12、Com pany5 years1-5 years8, 000km5, 001-8, 000km5 years 1-5 years 8, 000km5, 001-8, 000km5 years 1-5 years 8, 000km5, 001-8, 000km RM B 1002211M ean (RM B60. 4558. 7161. 8370. 98USUAL EXPENDITURE ON ONE PACKAGE OF OIL - I (Q4)1417192115103%25%50%Base: All respondentsTotalSpeci fi c Brand/M odel userI

13、 m ported/JV BrandLocalBrandShel lN on-Shel lShel lH el i x RedShel lSuperU N W TD Base:355190165992567622+W TD Base ( 000):67, 00027, 33739, 66311, 80955, 1918, 6553, 055%RM B 31-40024*17*RM B 41-501283203*RM B 51-6092782211*RM B 61-704172193426M B 71-802392413283RM B 81-100185471840 RM B 1008*1027

14、20M ean (RM B)60. 4573. 2051. 6475. 2457. 2872. 8083. 44USUAL EXPENDITURE ON ONE PACKAGE OF OIL - II (Q4)1417192115103%25%50%Base: All respondentsTotalTA XI M odelSpeci fi c Brand/M odel userXi aLiCi troenSantana/Jetta/O therShel lN on-Shel lShel lH el i x RedU N W TD Base:355139931239925676W TD Bas

15、e ( 000):67, 00050, 00010, 0007, 00011, 80955, 1918, 685%Tw i ce or m ore a m onth24213202226O nce a m onth727488777371O nce every 2-3 m onths469353FREQUENCY OF OIL CHANGE TIME - I (Q5)22744%50%100%Base: All respondentsTotalO w nershi pA ge of TA XIM i l es Runi ng Per M onthPri vateow nedCom panyow

16、 ned5+ years1-5 years8, 000km5, 001-8, 000km5, 000kmU N W TD Base:3558227333+2408210122628+W TD Base ( 000): 67, 00019, 75047, 2504, 56346, 58615, 85120, 05543, 5033, 443%Tw i ce or m ore a m onth2215259222434181O nce a m onth748271917567637882O nce every 2-3 m onths445*393417FREQUENCY OF OIL CHANGE

17、 TIME - II (Q5)Base: All respondentsTotalTA XI M odelSpeci fi c Brand/M odel userXi aLiCi troenSantana/Jetta/O therShel lN on-Shel lShel lH el i x RedU N W TD Base:355139931239925676W TD Base ( 000):67, 00050, 00010, 0007, 00011, 80955, 1918, 685%1, 001-3, 000km2*1*3, 001-5, 000km2431182524315, 001-

18、6, 000km5458284054296, 001-8, 000km1310312313278, 001-10, 000km32211231310, 001-12, 000km3*3*3*12, 000+1*1*M ean (km )5658560552626597586856135911FREQUENCY OF OIL CHANGE MILEAGE (Q6a)1255214531%30%60%Base: All respondentsTotalTA XI M odelSpeci fi c Brand/M odel userXi aLiCi troenSantana/Jetta/O ther

19、Shel lN on-Shel lShel lH el i x RedU N W TD Base:355139931239925676W TD Base ( 000):67, 00050, 00010, 0007, 00011, 80955, 1918, 685%By certai n passage of ti m e3*13739By certai n dri vi ng m i l eage9710087939791KEY REFERENCE FOR OIL CHANGE (Q6b)397%50%100%Base: All respondentsTotalTA XI M odelSpec

20、i fi c Brand/M odel U serXi aLiCi troenSantana/Jetta/O therShel lN on-Shel lShel lH el i x RedU N W TD Base:355139931239925676W TD Base ( 000):67, 00050, 00010, 0007, 00011, 80955, 1918, 685%Yes28330172623N o729770837477USE OIL FOR TOP-UP - I (Q6c)2476%50%100%Base: All respondentsTotalO w nershi pA

21、ge of TA XIM i l es Runi ng Per M onthPri vateow nedCom panyow ned5+ years1-5 years8, 000km5, 001-8, 000km8, 000km5, 000-8, 000km5, 000kmU N W TD Base:7838+3+37+19+5918+19+518+W TD Base ( 000): 16, 38414, 0092882, 0872, 04814, 3351, 9794, 51710, 3371, 529%O nce every 2 days56*6*8*O nce every 3-7 day

22、s2223*19242225341726O nce every 2 w eeks484510062524850355447Less than once 2 w eeks2426*16242425322126M ean (days)12. 8112. 7814. 0012. 8213. 2813. 2512. 7412. 8412. 7413. 21Base: Respondents who regularly top-up the oilTotalTA XI M odelSpeci fi c Brand/M odel userXi aLiCi troenSantana/Jetta/O ther

23、Shel lN on-Shel lShel lH el i x RedU N W TD Base:355139931239925676W TD Base ( 000):67, 00050, 00010, 0007, 00011, 80955, 1918, 685%Q ual i ty979492969698Pri ce899175789178Brand786866797475N o Counterfei t735662776778Easi l y fi nd i n the m arket212317162311Recom m ended by m anufacturer19178201814

24、Recom m ended by shop s19169231626W ord-of-m outh121411131215FACTORS TO BE CONSIDERED IN SELECTING OIL BRAND (Q7a)9689756922181712%50%100%Base: All respondentsTotalTA XI M odelSpeci fi c Brand/M odel userXi aLiCi troenSantana/Jetta/O therShel lN on-Shel lShel lH el i x RedU N W TD Base:3551399312399

25、25676W TD Base ( 000):67, 00050, 00010, 0007, 00011, 80955, 1915, 685%Q ual i ty676165716471Pri ce1415117175N o counterfei t911121098Brand6211669MOST IMPORTANT CONSIDERATION FOR BRAND SELECTION (Q7b)651596%50%100%Base: All respondentsFAVOURABILITY FOR THE NEW OIL CONCEPT (Q10)2%1%5%5%1%2%69%74%57%33

26、%52%72%57%29%25%38%61%47%25%43%TotalXiaLiCitroenSantana/ShellNon-ShellShell Helix RedJetta/OtherUNWTD Base:355139931239925676WTD Base (000): 67,00050,00010,0007,00011,80955,1918,685Base: All respondentsD i sl i ke very m uchD i sl i ke som ew hatN ei ther norLi ke som ew hatLi ke very m uchTotalTA X

27、I M odelSpeci fi c Brand/M odel U serXi aLiCi troenSantana/Jetta/O therShel lN on-Shel lShel lH el i xRedU N W TD Base:355139931239925676W TD Base ( 000):67, 00050, 00010, 0007, 00011. 80955. 1918. 685%A ny100100100100100100Extra/ strong anti -w ear addi ti ves645464765976Can m i ni m i ze breakdow

28、n333337323330Can reduce m ai ntenance cost303629353033565259505747H i gh vi scosi ty33310453140H i gh stabi l i ty332732363134Reduce operati on cost222024192216H ave such addi ti ves181024361336Save m ai ntenance ti m e15161711171311696116M ul ti -grade oi l11655105Provi di ng extra protecti on58876

29、7Long oi l drai n i nterval458261LIKES ABOUT NEW OIL CONCEPT (Q11a)10064553433211915109653331%50%100%Prolong average oil driven interval 20%Special Design for those long-time running vehiclesBase: All respondentsNote: Mentions less than 5% is neglected TotalTA XI M odelSpeci fi c Brand/M odel userXi

30、 aLiCi troenSantana/Jetta/O therShel lN on-Shel lShel lH el i x RedU N W TD Base:355139931239925676W TD Base ( 000):67, 00050, 00010, 0007, 00011, 80955, 1918, 685%A ny5811864Too hi gh vi scosi ty235612O i l vi scosi ty changes al ong w i th seasons21312*DISLIKES ABOUT THE NEW OIL CONCEPT (Q11b)622%

31、5%10%Base: All respondentsPERCEPTION OF THE NEW OIL COMPARED WITH THE BRAND USED MOST OFTEN (Q11c)114526%26%25%28%51%21%46%73%73%75%72%46%79%49%W orseSam eBetterTotalXiaLiCitroenSantana/ShellNon-ShellShell Helix RedJetta/OtherUNWTD Base:355139931239925676WTD Base (000): 67,00050,00010,0007,00011,809

32、55,1918,685Base: All respondentsTotalTA XI M odelSpeci fi c Brand/M odel userXi aLiCi troenSantana/Jetta/ O therShel lN on-Shel lShel lH el i x RedU N W TD Base:2569770895620045+W TD Base ( 000):49, 07436, 5117, 5395, 0235, 38943, 6854, 270%A ny100100100100100100Extra A nti -w ear addi ti ves6457647

33、46274Can m i ni m i ze breakdow n/ strong A nti -w ear abi l i ty373446493643Can reduce m ai ntenance392928333738Reduce w ear to the m achi ne395749Prol ong average oi l drai n i nterval by 20%495055485043H i gh vi scosi ty212133312123Reduce operati on cost1814156195H i gh stabi l i ty16132411179Sav

34、e m ai ntenance ti m e9973104Speci al desi gn for l ong-ti m e runni ng vehi cl es644455IN WHICH WAY THE NEW OIL IS BETTER COMPARED WITH THE BRAND USED MOST OFTEN (Q11d)10063502217169538364%50%100%Base: respondents who believe new oil is “better”TotalTA XI M odelSpeci fi c Brand/M odel userXi aLiCi

35、troenSantana/Jetta/O therShel lN on-Shel lShel lH el i x RedU N W TD Base:9740+23+34+41+5629+W TD Base ( 000):17, 50613, 0682, 4611, 9776, 00111, 5063, 995%A ny100100100100100100Extra A nti -w ear addi ti ve454341265425Reduce breakow n32627243523Reduce m ai ntenance cosrol ong oi l drai

36、 n i nterval341730283324H i gh vi scosi ty251722401548H i gh stabi l i ty241723461152Save m ai ntenance ti m e913415613IN WHICH WAY THE NEW OIL IS SAME COMPARED WITH THE BRAND USED MOST OFTEN (Q11d)1004431242393114%50%100%Base: Respondents who believe new oil is “same”PREFERENCE RANKING OF THE BRAND

37、 NAME (Q12a)40181725%25%50%Base: All respondentsUNWTD Base: 355WTD Base (000): 67,00024322815%25%50%13303028%25%50%23212432%25%50%No. 1No. 2No. 3No. 4ShellShellShellShellTAXI KingWan Li XingQian Li Ma2000Mean Rank:No. 2.27No. 2.34No. 2.73No. 2.65REASONS FOR GIVING HIGHEST RANKING (Q12b)10034229965%5

38、0%100%100791613%50%100%10032032213%50%100%1001022871%50%100%1003741163%50%100%Shell20008115,470ShellQian Li Ma46+8,390ShellWan Li Xing9616,307Shell TAXI King13226,832Total35567,000UNWTD Base:WTD Base (000):Base: All respondents*Specially suitable for TAXIName sounds pleasing to the carTrendy nameSou

39、nds prolonging the intervals of oil changeCan make the car driving longer timeInnovative nameAnyREASONS FOR GIVING LOWEST RANKING (Q12c)982914118876%50%100%+: Small base1003916304%50%100%98344494%50%100%9933931419%50%100%95172347211%50%100%Shell200012421,444ShellQian Li Ma8918,586ShellWan Li Xing46+

40、10,126Shell TAXI King9516,807Total35567,000UNWTD Base:WTD Base (000):Vulgar/Rustic Sounds boastful/ clabeliverable Applied on oil is difficult to understandOnly suit for TAXIDoesnt read smoothlyNo meaning next yearFeel that can drive 1000li only, worse than other oilsBase: All respondentsAnyFAVOURAB

41、ILITY FOR THE NEW PACKAGE (Q13)31111111214101519%21%12%15%12%21%14%58%58%61%53%59%57%56%12%11%16%17%16%11%15%D i sl i ke very m uchD i sl i ke som ew hatN ei ther norLi ke som ew hatLi ke very m uchTotalXiaLiCitroenSantana/ShellNon-ShellShell Helix RedJetta/OtherUNWTD Base:355139931239925676WTD Base

42、 (000): 67,00050,00010,0007,00011,80955,1918,685Base: All respondentsTotalTA XI M odelSpeci fi c Brand/M odel userXi aLiCi troenSantana/Jetta/O therShel lN on-Shel lShel lH el i xRedU N W TD Base:355139931239925676W TD Base ( 000):67, 00050, 00010, 0007, 00011, 80955, 1918, 685%A ny899088878984Conve

43、ni ent to handl e403840394039Easy to handl e151618121710Sl anti ng handl e, conveni ent to use141511111413H ave handl e, conveni ent to use121015161116Col or333731483137Bl ue col or i s beauti ful182120221825Bl ue col or i s cl ean963885Col or l ooks confortabl e736865Bl ue and yel l ow col or are h

44、arm oni ous362122*El egant barrel desi gn1868111610O bvi ous ti tl e986594W hol e desi gn i s practi cal71312799Short m outh, conveni ent to pour oi l7710587LIKES ABOUT THE NEW PACKAGE (Q13a)8940341598716141219863%50%100%Base: All respondentsTotalTA XI M odelSpeci fi c Brand/M odel userXi aLiCi troe

45、nSantana/Jetta/O therShel lN on-Shel lShel lH el i x RedU N W TD Base:355139931239925676W TD Base ( 000):67, 00050, 00010, 0007, 00011, 80955, 1918, 685%A ny464346484552Too dark col or/ col or l ooks ol d211420261933Col or “ TA XI ” i s not obvi ous611118*H andl e desi gn i s not conveni ent to use2

46、16426Pl asti c barrel i s easy to be broken41*232Barrel s square shape i s ol d fashi oned262*3*Bi g m outh, easy to l eak w hen addi ng oi l215611DISLIKES ABOUT THE NEW PACKAGE (Q13b)462073322%25%50%Base: All respondentsNEW OIL PURCHASING POSSIBILITY (Q15)11119%9%11%8%5%10%3%64%67%69%39%57%66%53%25

47、%24%19%40%33%23%40%17346D efi ni te notPossi bl y notN ei ther norPossi bl y w i l lD efi ni tel y w i l lTotalXiaLiCitroenSantana/ShellNon-ShellShell Helix RedJetta/OtherUNWTD Base:355139931239925676WTD Base (000): 67,00050,00010,0007,00011,80955,1918,685Base: All respondents%10%20%30%40%50%60%70%8

48、0%90%100%Too CheapCheapExpensiveToo Expensive3034384246505458626670747882869094PRICE SENSITIVITY METER - NEW OILAcceptanceRangeOptimum pointRNB 58AMI PinPointTM - Strategic Matrix InterpretationWEAKAVERAGESTRONGHIGHTHREATSRemedyCOMPETITIVEEnhanceCORESTRENGTHSMaintainMEDIUMWEAKNESSESEnhanceLOWERPRIOR

49、ITYOPPORTUNITIESIncrease salienceLOWLOWER PRIORITYLOW PRIORITYPOTENTIALOPPORTUNITIESIncreasesalience?IMPORTANCEPERFORMANCE989889888784838280100879291828281020406080100RELATIVE IMPORTANCE OF DISCRIMINATORS - ITrust worthyGood engine protectionGood quality productGood technological backingBetter suite

50、d for premium carThe oil looks like crystalNo impuritiesWell-known brandNo fumesHelps cool the engineBest IubricatingProper viscosityFunctions well over wide rangeGood for summer and winter conditionsExtend oil changing mileageHelps clean the engine7875706532221644841383829611020406080100RELATIVE IM

51、PORTANCE OF DISCRIMINATORS - IIDoes not leave carbon depositsHigh class pack designHas special additives for superiorMulti-grade viscosityPack is easy to handleRecommended by serviceA continuosly innovative brandRecommended by TAXI driversLong historyWidely available in the marketValue for moneyGood

52、 advertisingMany TAXI drivers useGood promotion activitiesBetter suited for family carGood qualityGood engine protectionProper viscosityLooks like crystalNo fum esNo im puritiesHelps cool the engineBest iubricatingHelps clean the engineNot leave carbon depositsHigh class pack designHas special addit

53、ives for superiorM ulti-grade viscosityM any TAXI drivers useW idely available in the m arketGood advertisingGood prom otion activitiesA continuosly innovative brandTrust w orthyValue for m oneyW ell-know n brandRecom m ended by TAXI driversRecom m ended by serviceLong historyiGood tech backingGood

54、for sum m erand w interExtend oil changing m ileageBetter for fam ily carBetter for prem ium carFunctions w ell w idelyPack is easy to handleSTRATEGIC MATRIX - Shell NewWEAKAVERAGESTRONGIMPORTANTMODERATELESS IMPORTANTM ulti-grade viscosityHas special additives for superiorHigh class pack designNot l

55、eave carbon depositsHelps clean the engineBest iubricatingHelps cool the engineNo im puritiesNo fum esLooks like crystalGood engine protectionGood qualityGood prom otion activitiesGood advertisingW idely available inthe m arketM any TAXI drivers userLong historyRecom m ended by serviceRecom m ended

56、by TAXI driversW ell-know n brandValue for m oneyTrust w orthyA continuosly innovative brandPack is easy to handleFunctions w ell w idelyBetter for fam ily carBetter for prem ium carExtend oil changing m ileageGood tech backingSTRATEGIC MATRIX - Shell Helix RedWEAKAVERAGESTRONGIMPORTANTMODERATELESS

57、IMPORTANTProper viscosityGood for summer and winterM ulti-grade viscosityHas special additives for superiorHigh class pack designNot leave carbon depositsHelps clean the engineBest iubricatingHelps cool the engineNo im puritiesNo fum esLooks like crystalProper viscosityGood engine protectionGood qua

58、lityGood prom otion activitiesGood advertisingW idely available in the m arketM any TAXI drivers useW ell-know s brandValue for m oneyTrust w orthyA continuosly innovative brandRecom m ended by TAXI driversRecom m ended by serviceLong historyPack is easy to handleBetter for fam ily carBetter for pre

59、m ium carGood tech backingExtend oil changing m ileageSTRATEGIC MATRIX - Shell Helix SuperWEAKAVERAGESTRONGIMPORTANTMODERATELESS IMPORTANTGood for summer and winterFunctions wellwidelyM ulti-grade viscosityHas special additives for superiorHigh class pack designNot leave carbon depositsHelps clean the engineBest iubricatingHelps cool the engineNo im puritiesNo fum esLooks like crystalPro