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Shell Pakistan boosted V-Power fuel sales in 2024 by leveraging innovative marketing tactics such as digital outreach, experiential campaigns, educational initiatives, and a strong customer-focused strategy, reports WealthPk.

The company is dedicated to sustainability and tailoring its strategies to align with changing consumer preferences. Shell Pakistan is well-positioned for ongoing success in the premium fuel market by prioritizing quality products and customer satisfaction. Therefore, the premium fuel product, designed to enhance engine performance and efficiency, is formulated with advanced cleaning agents and friction-reducing technology. Additionally, Shell has adapted its marketing strategies to meet evolving consumer expectations regarding fuel quality and vehicle performance.

Shell's marketing strategy for V-Power involves a combination of traditional advertising, digital engagement, and experiential marketing. The campaign, "Fuel the Difference, Feel the Difference," aims to educate consumers about the benefits of V-Power, promoting its potential to improve vehicle performance and efficiency. Furthermore, Shell also uses social media platforms like Facebook, Instagram, and YouTube to reach a wider audience, showcasing the benefits of V-Power through videos. Collaborations with automotive influencers and bloggers further enhances the brand's credibility.

The management is aware of the importance of experiential marketing in helping consumers connect with the Shell brand. Therefore, Shell organizes events and activations that provide hands-on experiences with V-Power, such as V-Power Experience Zones at major automotive shows and public events. These zones feature virtual reality experiences showcasing how V-Power improves engine performance. Additionally, Shell uses promotional strategies such as first-purchase discounts and loyalty rewards to attract new customers and build long-term loyalty.

Furthermore, Shell is focusing on educating consumers about the technical benefits of using premium fuel, such as V-Power, to boost sales. Therefore, Shell has developed educational content on fuel efficiency and maintenance, positioning itself as a leader in fuel technology. The company also introduced a dedicated website section offering articles, videos, and infographics about fuel types, engine maintenance, and the environmental advantages of cleaner fuels like V-Power. During the review period, Shell focuses on customer satisfaction by conducting regular surveys and interacting on social media.

Feedback on product quality and service helps refine offerings, while social media engagement addresses customer concerns and ensures marketing strategies meet expectations. According the financial report on the Pakistan Stock Exchange (PSX), in 9MCY24, Shell Pakistan saw a net revenue of Rs321.9 billion compared to Rs321.1 billion in 9MCY24, driven by innovative marketing campaigns and strategic customer engagement initiatives. However, the gross profit and operating profit slipped to Rs17.8 billion and Rs3.5 billion during the review period.

As a result, the company witnessed a decline in net profit to Rs723.8 million in 9MCY24 from Rs6.4 billion in the same period last year. Thus, earning per share fell from Rs30.14 in 9MCY23 to Rs3.38 in 9MCY24. The company is committed to sustainability, focusing on reducing its environmental footprint and promoting cleaner fuels like V-Power. Shell encourages recycling at service stations and invests in renewable energy sources to reduce greenhouse gas emissions. As of 2025, Shell Pakistan is well-positioned to drive growth in V-Power fuel sales through innovation and adapting to market trends.

The company plans to expand its marketing efforts by exploring new digital channels and enhancing customer engagement strategies. Additionally, Shell plans to open more service stations across Pakistan to increase accessibility to V-Power and reinforce its commitment to providing high-quality products. Innovation will remain a priority as Shell explores new formulations for V-Power that align with evolving consumer preferences for cleaner fuels.

Credit: INP-WealthPk