Examination of Shells Presence in Pakistan

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Shell is a better-quality brand name with more than 100 years history in this region, infect the company is still in ownership of a fuel storage tank from 1899. However, the documented history of the Royal Dutch/shell group the Indo-Pak subcontinent dates back to 1903 when a partnership was struck between the shell transporter and trading company and the Royal Dutch petroleum company to supply petroleum products in Asia.

With their key indicators of progress already high-ceilinged to new heights, Shell is committed to dedicate all its energies, resources and the time to bring higher value and fulfillment to their customers, employees and shareholders.

The graph of Shell is going up every year. The ratio of profit is increasing at good profit. Shell is serving the people at high level of standard by going according to the wishes of the customers.

Assessment of the needs and wants of the customers is an ongoing process at Shell, which helps to continually develop new products and services. To continuously offer courteous, professional and advanced business, the team of shell has recently been rejuvenated by going though training programs with a focus on information technology.

Shell History in Pakistan

History of Shell

Shell has an over 100 year's presence in the Subcontinent

Shell Logos from 1900 to 1992

The Shell trade name enjoys a 100-year history in this part of the world, dating back to 1899 when Asiatic Petroleum, the far eastern marketing arm of two companies: Shell Transport Company and Royal Dutch Petroleum Company began importing kerosene oil from Azerbaijan into the subcontinent. Even today, the legacy of the past is visible in a storage tank carrying the date - 1898.


The recognized history of Royal Dutch Shell plc in Indo-Pakistan subcontinent dates back to 1903 when partnership was strike between The Shell Transport & Trading Company and the Royal Dutch Petroleum Company to supply petroleum to Asia.

In 1928, to improve their distribution capabilities, the marketing interest of Royal Dutch Shell plc and the Burmah Oil Company Limited in India were amalgamated and Burmah Shell Oil Storage & Distribution Company of India was born. After the independence of Pakistan in 1947, the name was changed to the Burmah Shell Oil giving out Company of Pakistan. In 1970, when 51% of the shareholding was transferred to Pakistani investors, the name of changed to Pakistan Burmah Shell (PBS) Limited. The Shell and the Burmah Groups retained the remaining 49% in equal propositions. In February of 1993, as economic liberalization began to take root and the Burmah divested from PBS, Shell Petroleum stepped into raise its stake to 51%. The years 2001-2 have seen the Shell Petroleum Company in succession increasing its share, with the Group now having a 76% stake in Shell Pakistan Ltd (SPL) - an expression of confidence.

Company's Slogan

"You can be sure of Shell"

Goal of Shell

The goal of the company is to position itself as the preferred oil company in Pakistan, leading the field in its commitment to safety, customer service, quality and environmental protection.

Product Mix

"Product mix is the set of all the products offered for sale by a company."

The structure of product mix has both width and depth. Its breadth is measured by the number of product line approved and its depth by the variety of sizes, colors and models offered within each product line. Thus the two main products which Shell Pak. offers are fuel and lubricants. These have further classifications in a variety of constituents which form the product line.

Product line:

Shell has two product lines namely, fuel and lubricants.


Shell offers a wide range of fuel. These are:


Super Unleaded


Hi-speed Diesel



The various lubricants offered by Shell are:

Rimula C

Rimula D

Rimula X

Helix Plus

Helix Super

Helix Standard

Shell Helix(CNG)

Product Life Cycle

Product Life Cycle Stages:

Product Life cycle means the changes in the sales volume of the product over the life the product. In market there is always ups and downs are nearby because this is a self-motivated world. Everything will have to finish after definite time period, by finishing their life, so the life cycle of Shell is.

We differentiate a product as anything that is capable of fulfilling customer needs. This definition includes both physical products e.g. Cars, Washing machines, DVD players as well as services e.g. insurance, banking, private health care. Business should manage their products suspiciously over time to ensure that they deliver products that continue to meet customer wants. The process of managing groups of brands and product lines is called portfolio planning. The stages during which individual products develop over time are called Product Life Cycle. The classic product life cycle has four stages.

Introduction Stage:

At the beginning stage market size and growth is slight. It is possible that considerable research and development cost have been incurred in getting the product to this stage. In addition, marketing costs may be high in order to test the market, go through launch advertising and set up distribution channels. It is highly improbable that companies will make profits on products at the beginning stage. Products at this stage have to be carefully monitored to ensure that they start to rise. Otherwise the best option may be to leave or end the product.

Growth Stage:

The growth stage is characterized by quick growth in sales and profits. Profits start due to an increase in output [economies of sales] and possibly better prices. At this stage, it's cheaper for business to inset in increasing their market share as well as enjoying the overall growth of the market. Accordingly, major promotional resources are traditionally invested in products that are firmly in the growth stage. Shell Pakistan beginning stage is successfully done because it comes from the international market and enters in Pakistan market. Now company has about 40-45.5% of market share and still rising.

Maturity Stage:

The expansion stage is perhaps the most common stage; it is in this stage that competition is most zealous as companies fight to maintain their market share. Here both marketing and finance becomes key activities. Marketing spend has to be monitored carefully, since any significant moves are likely to be copied by competitors. The maturity stage is the time when most profit is earned by the market as a whole. Shell Pakistan not yet enters in maturity stage.

Decline Stage:

In the decline stage the market is reducing the overall amount of profit that can be shared amongst the remaining competitors. At this stage great care has to be taken to manage the product carefully. It may be possible to take out some production cost, to transfer production to cheaper facility, sell the product into other cheaper marketplace. Care should be taken to control the amount of stocks of the product. Shell Pakistan is a brand name and company is not in decline stage because their sales increase day by day.


Price is the amount of money for which a product is presented in the market. The amount of money charged for the product of services of sum of the value that consumer exchange for the consumers exchange for the remuneration for having or using the product of services price is only which brings revenue in the market, so it plays a remarkable role in the market.