should be of the order of 6%. The time period that the budget will be set for is 1-year which is the most usual period. In that time the selling premium selling price will be justified through adverting and the goal should be to influence the price elasticity of demand. The upside elasticity should increase whereas the downside elasticity should decrease. In other words when Esso or BP along with the other competitors promote their brands our sales should ideally remain stable. Due to the high perceived worth of the new petrol/additive which is facilitated by the communication strategy, sales should easily increase in the case of special promotions such as money of campaigns. Communication ObjectivesThe 2 primary objectives that must be communicated to the target audience are:oRe-position petrol. In consumers minds petrol is just a commodity which means that no perceived difference exists between Shells, BPs or other companys petrol.oContinue to build upon Shells environmental sensitivity and change the negative attitudes towards Shell, caused by the criticism for polluting the environment in Nigeria and the North SeaAccording to Rossiter and Percy there are five communication effects caused by marketing communications. These are:1.category need2.brand awareness3.brand attitude4.brand purchase intention5.purchase facilitationAssuming that the majority of the drivers have been repeatedly exposed to the Shell brand through advertising, event promotions such as the Formula 1 car racing and of course seeing one of Shells 1,100 petrol stations across the UK (The Guardian, Special Report The petrol war p.45-47 Friday February 9 2001). This means that brand awareness exists to a large extent and therefore the communication objective should concentrate on changing the brand attitude and strengthen the brand purchase intention. Firstly with respect to the commoditisation of petrol in general, the attitudes have to be modified and the communicat...
