The exact origins of the Shell red and yellow are hard to define. In 1915, when the Shell Company of California first built service stations, they had to compete against other companies. Bright colours were the solution, but colours that would not offend the Californians. Because of the state’s strong Spanish connections, the red and yellow of Spain were chosen. As with the Pecten, the actual colours have been modified over the years, most notably in 1995 when a bright, fresh and very consumer friendly new Shell Red and Shell Yellow were introduced to launch Shell’s new retail visual identity.
Building relationship with the customers:
Shell efforts focus on four areas which will help them to satisfy the customers and building relationship with them, this is 4 reasons why customer chose shell and no other business:
Producing more natural gas
Developing lower-carbon bio fuels
Helping to advance carbon capture and storage (CCS) technologies;
Working to improve energy efficiency in our operations.
For customers they provide online tips to help them drive more economically. They are also beginning to offer products such as Shell FuelSave petrol and diesel, and services that can help customers to use less energy.
One big key factor in building relationship is Earth pollution:
Shell is one of the bigger fuel companies just because they think about pollution of planet. Human ingenuity, innovation and technology hold the key to unlocking the energy our customers need to power their lives in the years ahead, while safeguarding the planet for future generations. We apply innovative thinking across our businesses and find new ways to meet our customer expectations while respecting people and the planet.
Growing the company:
Shell is growing quickly because they active in every area of the oil and gas industry, including exploration and production, refining, distribution and marketing. It also has major renewable energy activities, including in biofuels, hydrogen, solar and wind power. It has operations in over 90 countries, produces around 3.1 million barrels of oil equivalent per day and has 44,000 service stations worldwide. And by these they are providing good services and all the customers are coming back because they like the quality of fuel for which they are paying.
Shell is growing because they use all type of diversification:
Same Customers/Same Products
They use this strategy because once customer use Shell’s product they will always buy it because they make first class products only and they are number one in this.
Different Product/Same Customers
They all the time is looking for new formulas of products which are more efficient and which customers will start to buy instead of old ones. For example customer who used normal diesel will start to buy V-power diesel which are more economy and is better for cars engine.
Same Product/Different Customers
Shell spend millions pounds per year for advertising which target are to attract more and more customers every year.
Different Product/Different Customers
By creating new products a lot of different customers may be interested in it so they will start to be new customers for shell who will use their new product.
Mercedes Benz:
2.1Branding
The Mercedes automobile was first marketed in 1901 by Daimler Motoren Gesellschaft. The first Mercedes-Benz brand name vehicles were produced in 1926, following the merger of Karl Benz's and Gottlieb Daimler's companies into the Daimler-Benz company.
Mercedes-Benz has introduced many technological and safety innovations that later became common in other vehicles. Mercedes-Benz is one of the most well-known and established automotive brands in the world, and is also the world's oldest automotive brand still in existence today.
Mercedes is well known brand around world because of it engineering performances and because is one of the older business which are making the cars.
2.2 Building relationship
As part of the Daimler AG company, the Mercedes-Benz Cars division includes Mercedes-Benz, Smart and Maybach car production
Mercedes-Benz took part in the world championship in 1954 and 1955, being successful with two championship titles for Juan-Manuel Fangio, the company left the sport after just two seasons. He is considered by many to be the best F1 driver in history.
Mercedes-Benz returned as an engine supplier in the 1990s and part-owned Team McLaren for some years, to which it has supplied engines engineered by Ilmor since 1995. This partnership brought success, including driver’s championships for Mika Hakkinen in 1998 and 1999 and for Lewis Hamilton in 2008, as well as a constructor’s championship in 1998.
The collaboration with McLaren had been extended into the production of road going cars such as the Mercedes-Benz SLR McLaren
2.3 Growing the company
In 2007, McLaren-Mercedes was fined a record US$100 million for stealing confidential Ferrari technical data.
In 2009, Ross Brawn's newly conceived Formula One team; Brawn GP used Mercedes engines to help win the constructor's championship, and Jenson Button to become champion in the F1 drivers' championship. At the end of the season, Mercedes-Benz sold its 40% stake in McLaren to the McLaren Group and bought 70% of the Brawn GP team jointly with an Abu Dubai based investment consortium. Brawn GP was renamed Mercedes GP for the 2010 season and is, from this season on, a works team for Mercedes-Benz.
Mercedes is growing so quick because they make cars for all range of people e.g. sport, comfort and economy.
Since 2002, Mercedes-Benz has developed the F-Cell fuel cell vehicle. The current version, based on the B-Class, has a 250 mile range and is available for lease, with volume production scheduled to begin in 2014. Mercedes has also announced the SLS AMG E-Cell, a fully electric version of the SLS sports car, with deliveries expected in 2013.
In 2008, Mercedes-Benz announced that it would have a demonstration fleet of small electric cars in two to three years. Mercedes-Benz and Smart are preparing for the general uptake of electric vehicles (EVs) in the UK by beginning the installation of recharging points across their dealer networks. So far 20 Elektrobay recharging units, produced in the UK by Brighton-based Elektromotive, have been installed at seven locations as part of a pilot project, and further expansion of the initiative is planned later in 2010.
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