AUSTIN, Texas -- Shell announced two major initiatives this week at its annual Shell US Fuels Conference & Trade Show in Austin, Texas. Along with the new Fuel Rewards Network (see story in this issue of CSP Daily News), the company also previewed its new Next Generation Shell Nitrogen-Enriched (SNE) Gasolines to its wholesalers.
The company will begin rolling out the product in March 2012 , Rick Altizer, Shell North America retail marketing delivery manager, told CSP Daily News.
The company's new fuels package has a "brand new" chemistry across all three grades of fuel that delivers 20% more clean and protect benefit to the consumer that it believes will put it "even further ahead of the competition in terms of the way it protects our customers' engines," said Altizer. The initiative focuses in on a key customer segment that it calls "quality believers." Consumers are keeping their cars longer, and Next Generation Shell Nitrogen-Enriched (SNE) Gasolines target that need, he added.
"It's really big in terms of [the scope of the new] fuel messaging," he said.
The wholesalers learned that the Next Generation SNE launch will be in March 2012. It will be supported by a strong, multi channel national campaign. The campaign will include radio, TV, online advertising, outdoor signage and site POP, the company said.
Houston-based Shell Oil Products US, a subsidiary of Shell Oil Co., is a leader in the refining, transportation and marketing of fuels, and has a network of approximately 6,100 branded gasoline stations in the western United States. Shell Oil Co. is an affiliate of the Shell Group. Shell Oil is a 50% owner of Motiva Enterprises LLC, along with Saudi Refining Inc. Motiva refines and markets branded products through approximately 8,200 Shell-branded stations in the eastern and southern United States. Royal Dutch Shell plc is incorporated in England and Wales, with headquarters in The Hague.
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