2004-0093

ADVERTISING MESSAGE EXAMINATION -TOPLINE RESULTSPresented to: SHELL OIL

November 8, 2004

2006 Big Canyon Drive Austin, TX 78746-7249 Phone: 512/329-9417 www.brsgroup.com

Introduction

Methodology and Sampling

Ten focus groups were conducted across five markets:

Atlanta Boston Chicago Houston Los Angeles

Within each market, two groups were conducted:

One with Shell core customers who purchase regular or midgrade gasoline. One with Shell switchers who purchase premium gasoline.
In total, 71 gasoline consumers were included in these group sessions.

Shell Message Examination -- Topline Results

Test Stimuli
Group participants reacted to five potential headlines, as follows:

Shell V-Power is now Americas best-selling premium gasoline. Shell V-Power actively cleans as you drive. Shell V-Power, the essential ingredient for a better drive. Shell guarantees its gasoline unconditionally. Major auto manufacturers - GM, Toyota, Honda and BMW - have certified all Shell gasolines as Top Tier.

In addition, group participants evaluated six paragraph-long positioning statements. These were titled as follows:

Americas Best-Selling Premium Gasoline Top Tier Clean Engine Guarantee You Expect the Best For The Love of Driving

Shell Message Examination -- Topline Results

Analysis Notes Focus groups are, by definition, qualitative in nature. Results are not statistically predictive of all gamers. Results should be used with care and tempered by common sense. The following is a summary of the ranking and preference scores for these headlines and positioning statements. This merely serves as a topline analysis of the results of this study.

Shell Message Examination -- Topline Results

Findings

Headline Evaluation
Based on the ratings, amongst the five headlines evaluated:

Shell V-Power actively cleans as you drive is definitely the strongest. Major auto manufacturers - GM, Toyota, Honda and BMW - have certified all Shell gasolines
as Top Tier is a strong second, followed by Shell guarantees its gasoline unconditionally. 5 Rating Shell V-Power actively cleans as you drive. Major auto manufacturers - GM, Toyota, Honda and BMW - have certified all Shell gasolines as Top Tier. Shell guarantees its gasoline unconditionally. Shell V-Power is now Americas best-selling premium gasoline. Shell V-Power, the essential ingredient for a better drive. 21 15 4 Rating 32 34 3 Rating 12 14 2 Rating 5 5 1 Rating 1 2

14 8

19 13

18 40

14 6

7 4

15

31

19

Shell Message Examination -- Topline Results

Headline Evaluation (Continued)

These results are supported based on preference.

Preference Shell V-Power actively cleans as you drive. Major auto manufacturers - GM, Toyota, Honda and BMW - have certified all Shell gasolines as Top Tier. Shell guarantees its gasoline unconditionally. Shell V-Power is now Americas best-selling premium gasoline. Shell V-Power, the essential ingredient for a better drive. 32 21

11 6

Shell Message Examination -- Topline Results

Headline Evaluation (Continued)

Major auto manufacturers - GM, Toyota, Honda and BMW - have certified all Shell gasolines as Top Tier is especially strong among Shell Switchers who purchase premium gasoline.

Shell Message Examination -- Topline Results

Positioning Statement Evaluation

Based on the ratings, amongst the six positioning statements evaluated:

Clean Engine is definitely the strongest. Guarantee is a strong second.

5 Rating Clean Engine Guarantee Americas Best-Selling Premium Gasoline Top Tier You Expect the Best For the Love of Driving 21 14 7 6 14 13 4 Rating 29 23 29 29 18 12 3 Rating 16 15 27 30 30 30 2 Rating 4 8 7 4 8 15 1 Rating 1 5 1 2 1 1

Shell Message Examination -- Topline Results

Positioning Statement Evaluation (Continued)

These results are primarily supported based on preference.

Preference Clean Engine Guarantee Americas Best-Selling Premium Gasoline Top Tier You Expect the Best For the Love of Driving 21 14 6 6 11 1

Second Preference 14 1

12 12 11 5

Shell Message Examination -- Topline Results

10

Positioning Statement Evaluation (Continued)

The primary strengths associated with Clean Engine are:

The general aspect of cleaning. Cleaning specific engine parts. Five times the amount of cleaning agents required by government standards.
The primary strengths associated with Guarantee are:

The gasoline is guaranteed, so Shell will stand behind it. Making the customer happy, no matter what it takes. Shell is over 100 years old.
In addition, neither of these positioning statements mentions premium grade. Therefore, there is an assumption that these statements apply to all grades of Shell gasoline.

Shell Message Examination -- Topline Results

11

Positioning Statement Evaluation (Continued)

Clean Engine is especially strong among Shell Switchers who purchase premium gasoline. You Expect The Best is somewhat stronger among Core Shell users who purchase regular or midgrade gasoline.

Shell Message Examination -- Topline Results

12