Hello to the good buys

1A new marketing campaign promising hassles (problems)-free and faster fuel buying for customers is under way in America. Suazanne Peck reports on the 18-month research project which involved Shall Oil researches “moving in” with their customers to test their buying habits.

2Three years ago when Sam Morasca asked his wife what could be done to exceed her expectations when buying petrol, her answer ‘that would never have to think about it any more’ made him pause and think. The marketing people from Shell Oil Product, of which Sam is vice-president, were desperately seeking ways to increase the business, and to come up with a strategy which would put them clearly ahead of their competition by differentiating the Shell Oil brands in the eyes of consumers. ‘We’re big business for Shell Oil, contributing US $7 bn of revenue, and the leading retailer of gasoline, but it is a fragmented market and the mission was to profitably expand the business’, said Sam.

3Today, after 18 month of cutting edge research, Shell Oil is on track to make buying fuel at their 8,900 service stations clearly different with a new brand initiative. Its aim is to deliver through facilities, system upgrades (making sth. work better, and do more), and new operating practices, a hassle-free experience targeted at specific customer segments.

4Over the past few years, the company has been developing detailed knowledge of consumer needs and attitudes, which formed the basis for the new brand initiative. Team leader Dave Yard, manager of Strategy and Planning – Marketing, picks up the story. ‘We began with a customer segment study of 55,000 people, who we stopped in shopping malls in six cities for a 45-minute interview into their attitudes, especially regarding driving and cars. The result was that everyone wanted three things from a service station: competitive price, a nearby location and good quality fuel – something they all believed was already being delivered by the industry.’

5This meant their buying decisions were influenced by other factors – some wanted full-serve outlets like the old days, some chose a service station depending on whether it looked safe or not. ‘There were ten different segments with different needs, and we wanted a better understanding of each of these audiences.’

6A focus group was set up for each segment; an anthropological study was carried out, which involved team members spending waking hours with people from each segment, watching them at home and accompanying them on shopping trips to see their buying habits; and a clinical psychologist was hired to create a psychological profile of each segment.

7The study indicated that three groups, which comprised 30% of the driving public, should be targeted:

• Premium Speeders – outgoing, ambitious, competitive and detail orientated. They drive upmarket cars which make a statement (show what kind of persons sb. is) about them. Efficiency rules, plus fast pumps, quick access and payment.

• Simplicity Seekers – loyal, caring and sensitive, frustrated with complexities of everyday life. Want simple easy transactions.

• Safety Firsters – control orientated, confident people, like order and comfort of the familiar. Higher value on relationships and go out of their way (make an effort) to stations that make them feel comfortable. Prefer to say close to cars.

8 ‘The common thread was that they all wanted a faster and easier service than anything already available,’ said Dave, ‘so the study ended and the launch began.’

9The field organization and Shell Oil retailers combined forces to determine how to eliminate the little hassles (problems) that customers sometimes face, such as improved equipment and clearer instructions at the pump. New innovations are currently being test marketed. A new advertising campaign was launched and a sophisticated measurement system introduced to monitor satisfaction, behaviour and perception of the brand. ‘Filling up a car is a necessity of life and I believe we are ahead of the game – but we won’t allow ourselves to stop and be caught up.’

Задание 12. Определите, являются ли утверждения:

а) ложными

b) истинными

1. They analysed the results, which showed that there were10 different consumer segments.

2. Focus groups studied the 8 segments.

3. Shell Oil’s marketing team decided to differentiate the Shell brand from the other brands on the market.

4. Shell launched a new advertising campaign.

5. Work started on improving the staff.

Задание 13. Составьте план текста (см. задание 11).

Задание 14. Найдите в тексте слова и выражения, соответствующие следующим определениям.

Ex. Many different types of consumer who buy the same product (para 1) fragmented market

Задание 15. Подберите определения к следующим словам.

1. to exceed (para 1) part or section

1. a mission (para 1) a group of interested people

2. an initiative (para 2) an important new plan with a particular aim

3. a segment (para 2) an assignment or task

4. an audience (para 4) find out / to discover

5. a profile (para 5) to check at regular intervals

6. to determine (para 8) to be more than

7. to monitor (para 8) a description of the characteristics

of someone or something

Вариант 2

Задание 1. Прочитайте текст.

Wal-Mart already manoeuvring to bring its vision of retailing to the European consumer. In the United States the company operates stores that are often twice as big their European equivalents and which sell a huge ¹ selection ____ of quality products at a ² significant price reduction____. However, duplicating its success on the old continent may prove to be just as diggicult as conquering the New World’s markets. Firstly, Europe with its limited space available for building new stores and its high ³ operating costs ____ may make it more difficult for the company to produce the same ⁴ positive financial results____that it has had in the US. In addition to that, it may be difficult to persuade ⁵ companies that provide goods for retailers____to do business with them in the same way as they did in the US. But with its purchase of the British supermarket chain ASDA, Wal-Mart clearly wants to establish a ⁶ particular market____for itself in Europe.

Задание 2. Определите, являются ли утверждения:

а) ложными

b) истинными

1. Wal-Mart is the smallest retailer in Europe.

2. Europe will make it more difficult for the company to produce the same positive financial results that it has had in the US.

3. The suppliers will be persuaded easily to do business in the same way as their colleagues did in the US.

4. Wal-Mart bought the Spanish supermarket chain El CORTE INGLÉS.

5. Wal-Mart wants to make a particular market for itself in Europe.

Задание 3. Сформулируйте главную мысль текста. Дайте название тексту.

Задание 4. Замените выделенные курсивом слова и словосочетания следующими словами.

a profits d range

b overhead e suppliers

c niche f discount

Задание 5. Соедините слова в словосочетания. Составьте с ними предложения.

price continent

operating results

particular chain

financial costs

supermarket market

old reduction

Задание 6. Прочитайте заглавие текста и спрогнозируйте его содержание. Прочитайте текст, найдите подтверждение или опровержение вашему предположению.