Predictions on the Penetration of Premium Petrol and Diesel Volumes Across Selected European Fuel Markets to 2010 Available Inside Report `Following The Leaders In Premium Fuel Retailing In Europe'
Posted on: Wednesday, 24 October 2007, 06:00 CDT
Research and Markets (http://www.researchandmarkets.com/reports/c72347) has announced the addition of Following the Leaders in Premium Fuel Retailing in Europe to their offering.
Introduction
Since the launch of the Shell Optimax brand in 2001, the use of premium fuels has grown and they now account for a significant part of European fuel sales in selected markets. Fuel retailers are interested in differentiated fuel offerings. This brief examines the penetration of premium petrol and diesel in key European markets and reviews the major premium fuel providers.
Scope
An overview of the leading premium fuel brands and their availability, both in terms of site numbers and as a proportion of total company sites. Premium fuel penetration by market, in volume terms and as a proportion of total petrol and diesel sales. Information on the main promotional activities and marketing campaigns of the key premium fuel retailers. Predictions on the penetration of premium petrol and diesel volumes across selected European fuel markets to 2010.
Highlights
Although most major oil companies in Europe have a premium fuel offering, the proportion of their service stations selling premium fuel varies. Shells V-Power petrol is available at 82% of Shell service stations across 15 European markets whereas Agips BluSuper premium petrol is available at under half of its sites in France and Italy. Oil companies have led focused marketing campaigns to encourage the consumption of premium fuels. Marketers do not use the same message for premium petrol and premium diesel. Environmental protection is the core marketing message of premium diesel promotions whilst improved engine care is the core marketing message of premium petrol promotions. The penetration of premium fuels varies greatly by market. Luxembourg has the highest penetration rate in Europe with premium petrol and diesel accounting for over 10% of total fuel volume sales. Ireland has one of the lowest penetration rate with premium fuels accounting for less than 1% of total fuel sales.
Reasons to Purchase
Measure the availability of premium fuel brands across Europe, both in terms of total site numbers and proportion of company sites. Uncover the core marketing messages and channels used by retailers to promote premium fuels. Learn the extent to which premium petrol and diesel have penetrated the European motor fuel market and relative consumption by market.
Content Outline:
OUR VIEW
CATALYST
SUMMARY
ANALYSIS
All of the major fuel retailers have launched a premium fuel offering
Shell has been active in the premium fuels market since 2001
Agip launched its premium BluDiesel in Italy in 2002
BP started selling premium petrol and diesel in Europe in 2003
Total Excellium was launched in France in 2005
Across Europe, premium fuels have achieved mixed penetration rates
Premium petrol and diesel account for the highest proportions of fuel sales in Portugal and Spain
Portugal is the only market where premium fuels account for over 10% of fuel sales
In Spain, premium petrol and diesel also account for a substantial proportion of fuel sales
The penetration of premium petrol in the Netherlands is the second highest of the markets covered
Premium fuels have made average penetration into the UK motor fuel market
In France, both premium petrol and premium diesel have achieved limited penetration in the motor fuel market
Of the markets covered, premium fuels have achieved the lowest penetration in Ireland
The major premium fuel retailers have all launched large marketing campaigns
Improved engine care is the core marketing message of premium petrol promotions
Environmental protection is the core marketing message of premium diesel promotions
Shell seeks to differentiate the V-Power brand by focusing on movement
BPs Ultimate brand is aimed at drivers who have a keen, technical interest in cars
Total has focused the core of its marketing campaign on fuel efficiency
APPENDIX
Definitions
Further Reading
Notes
Ask the Analyst
Disclaimer
List of Figures
For more information visit http://www.researchandmarkets.com/reports/c72347
Source: Datamonitor
Source: Business Wire
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