Finding a sustainable way forward

SHELL BIOFUELS
Shell is committed to providing sustainable energy. Developing lower carbon fuels is part of our commitment to sustainability and is also a great business opportunity for us. Shell is working to meet the technical challenges of converting alternative bio materials, whilst ensuring that life-cycle CO2 production is low and performance of the fuel is high. Our R & D department is located in New Delhi, providing us with latest information in the field of biofuels.

JATROPHA

Jatropha curcas, Barbados nut or Physic nut is a perennial poisonous shrub (normally up to 5 m high) belonging to the spurge family. It is an uncultivated non-food wildspecies. The plant, originating in Central America , whereas it has been spread to other tropical and subtropical countries as well and is mainly grown in Asia and in Africa. It is used as a living fence to protect gardens and fields from animals. It is resistant to a high degree of The seeds contain 27-40% oil aridity (it can be planted even in the (average: 34.4% ) that can be desert). processed to produce a highquality biodiesel fuel, usable in a standard diesel engine.

GREENEL
Nomenclature of the brand name-derived from the words GREEN DIESEL. SHELL a leading manufacturer of petroleum products with their perspective towards future, introduces its biofuel brand, GREENEL. A product of vigorous research for the past decades for a eco-friendly fuel. GREENEL Production Procedure:

Oil purity: 98.5%

FFA: 5% max
Admixture: 0.5% Moisture: 0.8% MAX

Nature: Crude.
Density: 0.920 Cetane: 25 to 41

Features
Carbon neutral, the lowest emissions
Cost effective One of the best alternative fuel among biodiesels.

Emits 80% less carbon dioxide and 100% less sulfur

dioxide emissions. It provides a 90% reduction in cancer risks. Extends the life of diesel engines. Helps in conserving natural resources. Can be used, directly or blended with existing diesel.

Place
In India, we have four production plants located in key

geographical locations providing us with continuous supply of GREENEL, namely in Tamil Nadu, Kerala, Maharashtra, Rajasthan. We have taken up a few thousand hectares in these states for the exclusive cultivation of Jatropha. We primarily concentrate on acquiring waste lands and rural areas. Currently we provide GREENEL through SHELL fuel depots and in the near future we will be providing to other depots on contractual basis.

Price

It is profitable at all times when the crude oil prices stand above 50 US $ per barrel. As the global pricing of Jatropha oil with respect to its production stands at 43 US $ per barrel . In Indian scenario, GREENEL will be priced in between a range of Rs 25- Rs 28 per liter, with respect to the economical status of the region.

Promotion
Advertisements in print, video and audio media.
Other medium of ads include billboards, on cabs. Awareness campaigning highlighting advantages and

disadvantages in the production of biodiesel, in the initial introductory period. Highlighting miscellaneous advantages like job opportunities to the rural community, effective usage of waste lands e.t.c.

STP
SEGMENTATION
The segmentation is based upon the status of the user, our

product users are segmented as the regular users and the potential users.

TARGET MARKETING
Mainly diesel engine users of all kinds i.e. cars, generators e.t.c We evaluate our target according to our objectives and resources. Public transport agencies, institutions with high automobile usages.

POSITIONING
We chose a competitor positioning strategy by stating our

product as the first of its kind. Based on our products features and qualities.

LOGO
Leaf symbolizes the source plant

Jatropha . The Golden Circle in the backdrop and the drop on leaf symbolizes the oil extracted from the Jatropha seeds and energy as it is the fuel. The Green colour surrounding the main picture symbolizes environment/nature. The White colour symbolizes purity/cleaner emissions. Colour of the name is with respect to the colour green and colour of diesel.

Green fuel for people and planet.

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