石油市场研究报告

石油市场研究报告OILBRANDAWARENESS(Q1a/b)Base:Allrespondents UNWTDBase:355 WTDBase('000):67,000LocalBrands GreatWall Original Specialoil OthersImported/JVBrand Shell Mobil Caltex Esso Castrol BP OthersShell HelixRed HelixSuper RotellaMobil Delvac1300 Delvac1130 Delvac1330 Special SuperIMPORTED/JVOILBRANDAWARENESS-SPECIFICMODEL-I(Q1a/b)Base:Allrespondents UNWTDBase:355 WTDBase('000):67,000IMPORTED/JVOILBRANDAWARENESS-SPECIFICMODEL-II(Q1a/b)Caltex CXTESSO BeuHBX Superflo GoldExtraCastrol GTExtra TaximaxBP Visco2000 SuperVBase:Allrespondents UNWTDBase:355 WTDBase('000):67,000OILBRANDEVERUSEDINPAST12MONTHS(Q1c)Base:Allrespondents IMPORTED/JVBRANDEVERUSEDINPAST12MONTHS

-SPECIFICMODEL(Q1c)Base:Allrespondents OILBRANDUSEDFORLASTCHANGE(Q1d)Base:Allrespondents OILBRANDUSEDMOSTOFTENFOROILCHANGE-I(Q1e)Base:Allrespondents Base:Allrespondents UNWTDBase:355 WTDBase(‘000):67,000OILBRANDUSEDMOSTOFTENFOROILCHANGE-II(Q1e)Base:Allrespondents WHETHERHAVEAPACKOFOILFORTOP-UP-I(Q1f)Base:Allrespondents WHETHERHAVEAPACKOFOILFORTOP-UP-II(Q1f)Base:Allrespondents WHETHERHAVEAPACKOFOILFORTOP-UPANDBRANDAVAILABLEFORTOP-UPBase:Allrespondents WHETHERHAVEAPACKOFOILFORTOP-UP-III(Q1f)Base:Allrespondents BRANDAVAILABLEFORTOP-UP-I(Q1g)Base:Respondentswhohaveapackofoilfortop-upBRANDAVAILABLEFORTOP-UP-II(Q1g)Base:Respondentswhohaveapackofoilfortop-upLOCATIONOFOILCHANGE/PURCHASE-I(Q2a)Oilshop/autopartshop(withsimple

service)Franchised(Branded)workshopIndependentworkshopsGasstation(lubs/servicebay)Independentoilchangeoutlets

(majorbusinessisoilchangeand

canprovidesomesimple

maintenanceorcarwashservice)Base:Allrespondents LOCATIONOFOILCHANGE/PURCHASE-II(Q2a)Brandedfastfitoutletchains

(withtyrechangeandmostcar

maintenanceservice)Brandednetworkoilchange

Center/autobeautyCenterGasstation(shops)Smallshops(oil,sparepartsand

autoaccessoriesshops),without

oilchangeandnoautorepair

serviceBase:Allrespondents OILPURCHASINGLOCATION-III(Q2a)Oilshop/autopartshop(withsimple

service)Franchised(Branded)workshopIndependentworkshopsGasstation(lubs/servicebay)Independentoilchangeoutlets

(majorbusinessisoilchangeand

canprovidesomesimple

maintenanceorcarwashservice)Base:Allrespondents LOCATIONOFOILCHANGE/PURCHASE-IV(Q2a)Brandedfastfitoutletchains

(withtyrechangeandmostcar

maintenanceservice)Brandednetworkoilchange

Center/autobeautyCenterGasstation(shops)Smallshops(oil,sparepartsand

autoaccessoriesshops),without

oilchangeandnoautorepair

serviceBase:Allrespondents LOCATIONOFCARMAINTENANCE/REPAIR-I(Q2b)Oilshop/autopartshop(withsimple

service)Franchised(Branded)workshopIndependentworkshopsWorkunit(Companyhomebase

garage)Do-it-yourselfBrandedfastfitoutletchains

(withtyrechangeandmostcar

maintenanceservice)Base:Allrespondents LOCATIONOFCARMAINTENANCE/REPAIR-II(Q2b)Oilshop/autopartshop(withsimple

service)Franchised(Branded)workshopIndependentworkshopsWorkunit(Companyhomebase

garage)Do-it-yourselfBrandedfastfitoutletchains

(withtyrechangeandmostcar

maintenanceservice)Base:Allrespondents PACKAGESIZEFORREGULARPURCHASING(Q3)Base:Allrespondents USUALEXPENDITUREONONEPACKAGEOFOIL-I(Q4)Base:Allrespondents USUALEXPENDITUREONONEPACKAGEOFOIL-II(Q4)Base:Allrespondents FREQUENCYOFOILCHANGETIME-I(Q5)Base:Allrespondents FREQUENCYOFOILCHANGETIME-II(Q5)Base:Allrespondents FREQUENCYOFOILCHANGEMILEAGE(Q6a)Base:Allrespondents KEYREFERENCEFOROILCHANGE(Q6b)Base:Allrespondents USEOILFORTOP-UP-I(Q6c)Base:Allrespondents USEOILFORTOP-UP-II(Q6c)Base:Allrespondents FREQUENCYFOROILTOP-UP(Q6d)Base:Respondentswhoregularlytop-uptheoilFACTORSTOBECONSIDEREDINSELECTINGOILBRAND(Q7a)Base:Allrespondents MOSTIMPORTANTCONSIDERATIONFORBRANDSELECTION(Q7b)Base:Allrespondents FAVOURABILITYFORTHENEWOILCONCEPT(Q10)

Total XiaLi Citroen Santana/ Shell Non-Shell ShellHelixRed Jetta/OtherUNWTDBase: 355 139 93 123 99 256 76 WTDBase(‘000): 67,000 50,000 10,000 7,000 11,809 55,191 8,685Base:Allrespondents LIKESABOUTNEWOILCONCEPT(Q11a)Prolongaverageoildriven

interval20%SpecialDesignforthose

long-timerunningvehiclesBase:Allrespondents Note:Mentionslessthan5%isneglectedDISLIKESABOUTTHENEWOILCONCEPT(Q11b)Base:Allrespondents PERCEPTIONOFTHENEWOILCOMPAREDWITHTHEBRANDUSEDMOSTOFTEN(Q11c)

Total XiaLi Citroen Santana/ Shell Non-Shell ShellHelixRed Jetta/OtherUNWTDBase: 355 139 93 123 99 256 76 WTDBase(‘000): 67,000 50,000 10,000 7,000 11,809 55,191 8,685Base:Allrespondents INWHICHWAYTHENEWOILISBETTERCOMPAREDWITHTHEBRANDUSEDMOSTOFTEN(Q11d)Base:respondentswhobelievenewoilis“better”INWHICHWAYTHENEWOILISSAMECOMPAREDWITHTHEBRANDUSEDMOSTOFTEN(Q11d)Base:Respondentswhobelievenewoilis“same”PREFERENCERANKINGOFTHEBRANDNAME(Q12a)Base:Allrespondents UNWTDBase:355 WTDBase('000):67,000No.1No.2No.3No.4

Shell

Shell

Shell

Shell

TAXIKing

WanLiXing

QianLiMa

2000MeanRank: No.2.27

No.2.34

No.2.73

No.2.65REASONSFORGIVINGHIGHESTRANKING(Q12b)Shell20008115,470ShellQianLiMa46+8,390ShellWanLiXing9616,307Shell

TAXIKing13226,832Total35567,000UNWTDBase:WTDBase(‘000):Base:Allrespondents **SpeciallysuitableforTAXINamesoundspleasing

tothecarTrendynameSoundsprolongingthe

intervalsofoilchangeCanmakethecardriving

longertimeInnovativenameAnyREASONSFORGIVINGLOWESTRANKING(Q12c)+:SmallbaseShell200012421,444ShellQianLiMa8918,586ShellWanLiXing46+10,126Shell

TAXIKing9516,807Total35567,000UNWTDBase:WTDBase(‘000):Vulgar/RusticSoundsboastful/

clabeliverableAppliedonoilisdifficult

tounderstandOnlysuitforTAXIDoesn’treadsmoothlyNomeaningnextyearFeelthatcandrive1000li

only,worsethanother

oilsBase:Allrespondents AnyFAVOURABILITYFORTHENEWPACKAGE(Q13)

Total XiaLi Citroen Santana/ Shell Non-Shell ShellHelixRed Jetta/OtherUNWTDBase: 355 139 93 123 99 256 76 WTDBase(‘000): 67,000 50,000 10,000 7,000 11,809 55,191 8,685Base:Allrespondents LIKESABOUTTHENEWPACKAGE(Q13a)Base:Allrespondents DISLIKESABOUTTHENEWPACKAGE(Q13b)Base:Allrespondents NEWOILPURCHASINGPOSSIBILITY(Q15)

Total XiaLi Citroen Santana/ Shell Non-Shell ShellHelixRed Jetta/OtherUNWTDBase: 355 139 93 123 99 256 76 WTDBase(‘000): 67,000 50,000 10,000 7,000 11,809 55,191 8,685Base:Allrespondents 30 34 38 42 46 50 54 58 62 66 70 74 78 82 86 90 94PRICESENSITIVITYMETER-NEWOILAcceptance

RangeOptimumpointRNB58AMIPinPointTM-StrategicMatrixInterpretationIMPORTANCEPERFORMANCERELATIVEIMPORTANCEOFDISCRIMINATORS-ITrustworthy

Goodengineprotection Goodqualityproduct Goodtechnologicalbacking Bettersuitedforpremiumcar Theoillookslikecrystal Noimpurities Well-knownbrand Nofumes Helpscooltheengine BestIubricating Properviscosity Functionswelloverwiderange Goodforsummerandwinterconditions Extendoilchangingmileage Helpscleantheengine RELATIVEIMPORTANCEOFDISCRIMINATORS-IIDoesnotleavecarbondeposits Highclasspackdesign Hasspecialadditivesforsuperior Multi-gradeviscosity Packiseasytohandle Recommendedbyservice

Acontinuoslyinnovativebrand RecommendedbyTAXIdrivers

Longhistory

Widelyavailableinthemarket Valueformoney Goodadvertising ManyTAXIdriversuse Goodpromotionactivities BettersuitedforfamilycarSTRATEGICMATRIX-ShellNewWEAK AVERAGE STRONGIMPORTANTMODERATELESSIMPORTANTShellNew’sPerformanceRelativetotheCompetitionSTRATEGICMATR