sales, volume as well as Shell's market share in the petrol market. This will provide quantitative results, where we will be able to clarify whether our marketing objectives have been accomplished. During the next stage, a marketing research will be conducted to measure:* Response to the advertisement (recall and awareness)* Attitude shift and perceptions* Intention to buyThis will provide both qualitative and quantitative results. We will examine whether our advertising campaign created any response and if the consumers can easily recall our ads and if they relate them directly to our new product. We will also examine whether we managed to reposition petrol as a product where purchase decision takes place. Finally we will examine whether consumers intent to buy Shell's petrol and if so for what reason do they actually buy it. The above application of Integrated Marketing Communications can result in a set of recommendations, regarding how Nike can promote its four Ps (integrated marketing mix). Recommendations Our recommendations will be based on the four elements of the marketing mix.Product: Since innovation and product development are so important for this market Shell should continue spending on R&D and on new technology to provide a product that will satisfy consumer needs an that will match and overcome market requirements. Price: Like we have seen the petrol market in the UK is a very competitive market and a very price sensitive one. At the time being and since we are concentrating on the economic benefits that the new Shell petrol is providing the price should be kept in the market standards and even below the standards in order to penetrate the market. After the consumers will be convinced about the superiority of the new product and will also be convinced for the overall economic benefits (for example cleaner engine, less visits to a garage will be required) then we can charge a premium price for our product. Place:...
