t is advisable that the advertising campaign has as a primary target audience the FBSs and as a secondary audience the OBSs. Customers which are loyal to Shell and never buy petrol from other petrol stations such as BP and Esso or Supermarkets such as Tesco and Sainsburys except in cases of emergency, should also be targeted. In terms of leverage level, that is the expected increase in our petrol sales divided by the advertising and promotion expenditure, the Brand loyals have the highest leverage, followed by the FBSs and OBSs (Rossiter and Percy).Positioning statementShell must position its brand in a way that will differentiate itself from the other brands. Taking into to mind the market needs and the consumers' expectations we decided that Shell's positioning should be based on the economic advantage that the new petrol offers as well as on the image of an organisation that cares about not polluting the environment. Since we are trying to reposition petrol and provide consumers with a choice we decided that from all the advantages that the new petrol is offering those two are the most important. Advantages like the advantage for making car engine to perform faster are not important for all of the target audience. Media mix:Media are the means of delivering the creative message to the target audience and thereby achieve the campaigns communication objectives. The basic criterion for media selection is capacity, which means that the media strategy must fit the brands communication objectives. The company must use the following media mix:-TV(National Coverage):The new petrol should be advertised in weekdays evening hours and also at weekends where most of the target audience is at home watching TV. Also the new petrol should be advertised on programmes concerning cars such as the F1 Grand Prix live coverage and motor sports programmes. Radio: Radio can be very influential in our case because radio ads can be listened by customers whil...
