Shell Thailand earmarks THB2.4 billion for marketing and upgrading projects

Thailand’s fourth-largest oil retailer, Shell Co. of Thailand, has earmarked THB2.4 billion (USD74.4 million) to invest in overhauling facilities and marketing from next year to 2016 in a bid to maintain its competitiveness amid stiff competition, Bangkok Post reports.
Shell Chairman Asada Harinsuit 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 upgrading 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 lubricants have been developed to serve the premium market. The huge marketing budget is essential for Shell to achieve its target, he said.
Early this year, Shell launched its premium motor oil for motorcycles, with plans to develop the product to serve the market as it is confident in its positioning, despite severe market competition.
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.
(September 6, 2013)