Shell Thailand earmarks huge marketing budget to promote premium lubes

Thailand’s fourth-largest oil retailer, Shell Co. of Thailand, has earmarked THB2.4 billion (USD74.4 million) to invest in upgrading facilities and marketing from next year to 2016, in a bid to maintain its competitiveness amid stiff market competition, Bangkok Post reports.
Asada Harinsuit, chairman of the Dutch-owned company, said THB1.5 billion (USD46.5 million) will be spent on marketing its lubricants and related products, while THB900 million (USD27.9 million) will be invested in building new and renovating existing service stations.
Executive Director Troy Chapman said Shell will focus on lubricants to tap higher demand for premium products, in line with Thailand’s development as a regional land transport hub.
He said Shell has developed lubricants to serve the premium lubes market. The huge marketing budget is essential for Shell to achieve its target, he added.
Early this year, Shell launched its premium engine oil for motorcycles.
Grant McGregor, Shell’s retail business executive director, said Shell plans to expand its petrol stations by 10% next year, from 550 to about 600.
The renovation of petrol stations will cover all facilities, including non-oil business facilities.