Product details

This supporting video is to accompany the case. The abstract for the case is as follows: The case was written originally for submission to the Marketing Society Awards 2001, category: Customer Insight. Shell International Ltd were awarded winners in the category against the criteria: 'best use of research - which has provided real insights into customer behaviour and resulted in improvements in brand or business performance' The case demonstrates how global customer research was used to evaluate the performance of the long-standing relationship Shell had with Formula 1, and Ferrari specifically, as a sponsorship arrangement. The outcome of this work was significant changes to the central and local marketing activities of the Group. The case can be used to discuss issues of: (1) customer research as a mechanism for changing internal attitudes and for educating managers about customer perceptions; (2) the value of sports sponsorship as a marketing and business tool; (3) how to maximise use of sports sponsorship in marketing activities to deliver business results; and (4) how to motivate local marketing teams to adopt central (global) communication executions and turnkey promotion packages in order to improve brand and (global) business performance.