When Shell Oils' product marketing manager, Will Davies, was given the task of launching Shell's ultra-high-performance diesel engine oil in the UK, he faced some very tricky problems. The Brief The new oil was already very successful in Germany. But there is was being specified on the basis of its added performance - offering improved reliability, extended engine life and reduced operating costs. Market research in the UK showed that fleet engineers and proprietors took a different view. Most believed that all engine oils are more or less the same. And being commercially minded, they would … [Read more...]