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壳牌石油市场研究报告（英）OILBRANDAWARENESS(Q1a/b)10010042173998984524126147221189664523127767586333186411115973971%25%50%75%100%Bas

e:AllrespondentsUNWTDBase:355WTDBase('000):67,000TopofMindTotalUnaidedTotalMentionsLocalBrandsGreatWallOrig

inalSpecialoilOthersImported/JVBrandShellMobilCaltexEssoCastrolBPOthersShellHelixRedHelixSuperRotellaMobilDelvac1300Delva

c1130Delvac1330SpecialSuperIMPORTED/JVOILBRANDAWARENESS-SPECIFICMODEL-I(Q1a/b)8961677846433161382445264118956212866%25%50%75%100%TopofMindTotalUnaide

dTotalMentionsBase:AllrespondentsUNWTDBase:355WTDBase('000):67,000IMPORTED/JVOILBRANDAWARENESS-SPECIFICMODEL-II(Q1a/b)524241221710261412141

251221721214111159323%25%50%75%100%TopofMindTotalUnaidedTotalMentionsCaltexCXTESSOBeuHBXSuperfloGoldExtraCastrolGTExtraTaximaxBPVisco

2000SuperVBase:AllrespondentsUNWTDBase:355WTDBase('000):67,000TotalTAXIModelSpecificBrand/ModelUserXiaLiCitroenSantana/Jetta/O

thersShellNon-ShellShellHelixRedUNWTDBase:355139931239925676WTDBase(‘000):67,00050,00010,0007,00017,04249,95814,218%%%%%%Import

ed/JVBrand47458610040100Shell2120411006100Mobil201631112311Caltex7612778BP3217344Others497261LocalBrand807143368335GreatWall603731285927Specia

loil11439119*Original20136179Others12412*OILBRANDEVERUSEDINPAST12MONTHS(Q1c)507523217455316151%50%100%Base:AllrespondentsTotalTAXIMode

lSpecificBrand/ModelUserXiaLiCitroenSantana/Jetta/OthersShellNon-ShellShellHelixRedUNWTDBase:355139931239925676WTDBase(‘000):67,00050,0001

0,0007,00017,04249,95814,218%%%%%%Shell2120411006100HelixRed131225742100HelixSuper89193056Mobil201634112311Delvac1300181228102010Caltex7612778CXT7412

778BP3217344SuperV213222Visco20001115*1*IMPORTED/JVBRANDEVERUSEDINPAST12MONTHS-SPECIFICMODEL(Q1c)23217415918721%25%50%Base:Al

lrespondentsTotalTAXIModelSpecificBrand/ModelUserXiaLiCitroenSantana/Jetta/OthersShellNon-ShellShellHelixRedUNWTDBase:355139931239925676W

TDBase(‘000):67,00050,00010,0007,00017,04249,95814,218%%%%%%Imported/JVBrandShellHelixRed1181763086ShellHelixSuper578241*

MobilDelvac130068172112CaltexCXT417445LocalBrandGreatWall3725161400riginal171*3153SpecialOil8367*15*OILBRANDUSEDFORLASTCHANGE(Q

1d)11594301111%25%50%Base:AllrespondentsTotalTAXIModelXiaLiCitroenSantana/Jetta/OthersUNWTDBase:35513993123WTDBase(‘000):67,0

0050,00010,0007,000%%%Imported/JVBrandShellHelixRed13918ShellHelixSuper3711MobilDelvac13008814CaltexCXT318LocalBrandGreatW

all402516Specialoil8368Original14**OILBRANDUSEDMOSTOFTENFOROILCHANGE-I(Q1e)13593351210%25%50%Base:Allresponden

tsEverusedinpast12monthLastchangebrandMostoftenbrand%%%Imported/JVBrandShell231718HelixRed151113HelixSuper95

5Mobile211111Delvac13001899Delvac1130211Delvac1330101Special000Super00Caltex744CXT743BP433SuperV221Visco2000332Esso211Superflo211Ca

strol211Taximax111GTExtra101LocalBrandGreatWall533335Specialoil161212Original151310Base:AllrespondentsUNWTDBase:355WTDBa

se(‘000):67,000TotalOwnershipofTAXICarAgeofTAXIMilesRunningPer-monthPrivateCompany>5years1-5years<1year>8,000km5,001-8,000km<5,000kmU

NWTDBase:3558227333+2408210122628++WTDBase(‘000):67,00019,15147,8494,35146,67215,97720,43943,2513,310

%%%%%%%%%Imported/JVBrandShellHelixRed13101491412161213ShellHelixSuper555362257MobilDelvac1300912749108910Cal

texCXT37254*142LocalBrandGreatWall354332593919403431Specialoil127141182413132Original101010*0*101012OILBRANDUSEDMOSTOFTENFOROILCHANGE-II(Q1e

)Base:AllrespondentsTotalTAXIModelXiaLiCitroenSantana/Jetta/OthersUNWTDBase:35513993123WTDBase(‘000):67,00050

,00010,0007,000%%%Yes361039No649061WHETHERHAVEAPACKOFOILFORTOP-UP-I(Q1f)3268%50%100%Base:Allresponden

tsTotalSpecificBrand/ModelUserShellNon-ShellShellHelixRedUNWTDBase:3559925676WTDBase(‘000):67,00017,04249,95814,218%%%Yes273331No736769WHETHERH

AVEAPACKOFOILFORTOP-UP-II(Q1f)3268%50%100%Base:AllrespondentsTotalTAXIModelXiaLiCitroenSantana/Jetta/Othe

rsUNWTDBase:35513993123WTDBase(‘000):67,00050,00010,0007,000%%%Yes361039Imported/JVBrandShellHelixRed337MobileDelvac13002*4BP

SuperV2*1CaltexCXT*5LocalBrandGreatWall1969Original4**Specialoil2*1No649061WHETHERHAVEAPACKOFOILFORTOP-UPANDBRANDAVAILABLEFORTOP-UP32684211631%40

%80%Base:AllrespondentsTotalOwnershipofTAXICarAgeofTAXIMilesRunningPerMonthPrivateCompany>5years1-5year

s<1year>8,000km5,001-8,000km<5,000kmUNWTDBase:3558227333+2408210122628++WTDBase(‘000):67,00019,75047,2504,56346,58615,851

20,05543,5033,443%%%%%%%%Yes324029863218303159No686071146882706941WHETHERHAVEAPACKOFOILFORTOP-UP-III(Q1f)Base:AllrespondentsTotalTAXIModelX

iaLiCitroenSantana/Jetta/OthersUNWTDBase:9040+9++41+WTDBase(‘000):8,75315,4019532,399%%%Imported/JVBrandShellHelixRed31911MobilDelva

c13008*12BPSuperV5*3CaltexCXT3*13LocalBrandGreatWall555826Specialoil5*3Original13**BRANDAVAILABLEFORTOP-UP-I(Q1g)585452511

%50%100%Base:Respondentswhohaveapackofoilfortop-upTotalOwnershipofTAXICarAgeofTAXIMilesRunningPerMonthPrivateCompany>5years1-5years<1year>8,000km5

,001-8,000km<5,000kmUNWTDBase:9025++6520++5713++23++598++WTDBase(‘000):18,7536,03012,1233,48612,6292,6385,54211,64211

,570%%%%%%%%%Imported/JVBrandShellHelixRed56426193*MobilDelvac13008112281899*BPSuperV564*6317*CaltexCXT47235*154LocalBrandGreatWall524754565625

585040Specialoil512125***8*Original11187*10317026BRANDAVAILABLEFORTOP-UP-II(Q1g)Base:Respondentswhohaveapackofoilfortop-upTotalTAXIModelXiaLiCitro

enSantana/Jetta/OthersUNWTDBase:35513993123WTDBase(‘000):67,00050,00010,0007,000%%%291734184711186161614583

15LOCATIONOFOILCHANGE/PURCHASE-I(Q2a)282216148%25%50%Oilshop/autopartshop(withsimpleservice)Franchised(Bra

nded)workshopIndependentworkshopsGasstation(lubs/servicebay)Independentoilchangeoutlets(majorbusinessi

soilchangeandcanprovidesomesimplemaintenanceorcarwashservice)Base:AllrespondentsTotalTAXIModelXiaLiCitroenSantana/Jetta/OthersUN

WTDBase:35513993123WTDBase(‘000):67,00050,00010,0007,000%%%6574513454458LOCATIONOFOILCHANGE/PURCHASE-II(Q2a)5555%25%50

%Brandedfastfitoutletchains(withtyrechangeandmostcarmaintenanceservice)BrandednetworkoilchangeCenter/autobeautyCenterGasstat

ion(shops)Smallshops(oil,sparepartsandautoaccessoriesshops),withoutoilchangeandnoautorepairserviceBase:AllrespondentsTotalSpecificBrand/ModelUser

Imported/JVBrandLocalBrandShellNon-ShellShellHelixRedShellSuperUNWTDBase:355190165992567622++WTDBase(‘0

00):67,00027,33739,66311,80955,1918,6553,055%%%%%%29279811920241624132115171417151017132213144612598112OILPURCHASINGLOCATIO

N-III(Q2a)282216148%25%50%Oilshop/autopartshop(withsimpleservice)Franchised(Branded)workshopIndependentworkshops

Gasstation(lubs/servicebay)Independentoilchangeoutlets(majorbusinessisoilchangeandcanprovidesomesimplemaintenanceorcarwashservice)Base:

AllrespondentsTotalSpecificBrand/ModelUserImported/JVBrandLocalBrandShellNon-ShellShellHelixRedShellSuperUNWTDBase:355190165992567622++WTDBase(‘000):

67,00027,33739,66311,80955,1918,6553,055%%%%%%7510571765556474103817555554LOCATIONOFOILCHANGE/PURCHASE-IV(Q2a)555

5%25%50%Brandedfastfitoutletchains(withtyrechangeandmostcarmaintenanceservice)BrandednetworkoilchangeCenter/autobeautyCenterGassta

tion(shops)Smallshops(oil,sparepartsandautoaccessoriesshops),withoutoilchangeandnoautorepairserviceBase:AllrespondentsTotalTAXIMo

delXiaLiCitroenSantana/Jetta/OtherUNWTDBase:35513993123WTDBase(‘000):67,00050,00010,0007,000%%%4212302466231267118158814417LOCATIONOFCARMA

INTENANCE/REPAIR-I(Q2b)3630111084%25%50%Oilshop/autopartshop(withsimpleservice)Franchised(Branded)workshopIndependentworkshopsWorkunit(Companyhomebas

egarage)Do-it-yourselfBrandedfastfitoutletchains(withtyrechangeandmostcarmaintenanceservice)Base:Allrespond

entsTotalSpecificBrand/ModelUserImported/JVBrandLocalBrandShellNon-ShellShellHelixRedShellSuperUNWTDBase:355190165992567622++WTDBase(‘000):67

,00027,33739,66311,80955,1918,6553,055%%%%%%39343536324129322632262581391112215715913231071081347293813LOCATIONOF

CARMAINTENANCE/REPAIR-II(Q2b)3630111084%25%50%Oilshop/autopartshop(withsimpleservice)Franchised(Branded)workshopIndependentwor

kshopsWorkunit(Companyhomebasegarage)Do-it-yourselfBrandedfastfitoutletchains(withtyrechangeandmostcar

maintenanceservice)Base:AllrespondentsTotalTAXIModelSpecificBrand/ModeluserXiaLiCitroenSantana/Jetta/Othe

rShellNon-ShellShellHelixRedUNWTDBase:355139931239925676WTDBase(‘000):67,00050,00010,0007,00011,80955,1918,

685%%%%%%2L1223033.5L1217781464L8275858878905L545*7*PACKAGESIZEFORREGULARPURCHASING(Q3)113805%50%100%Base:Allrespondent

sTotalTAXIModelXiaLiCitroenSantana/Jetta/OtherUNWTDBase:35513993123WTDBase(‘000):67,00050,00010,0007,000%%%RMB31-401

5119RMB41-5018205RMB51-60221310RMB61-70211926RMB71-80132413RMB81-10081026>RMB1002211Mean(RMB60.4558.7161.8370.98USUALEXPENDITUREONONEPACKAGEOFOIL-I(

Q4)1417192115103%25%50%Base:AllrespondentsTotalSpecificBrand/ModeluserImported/JVBrandLocalBrandShellNon-ShellShe

llHelixRedShellSuperUNWTDBase:355190165992567622++WTDBase(‘000):67,00027,33739,66311,80955,1918,6553,055%%%%%%RMB3

1-40024*17**RMB41-501283203*RMB51-6092782211*RMB61-704172193426MB71-802392413283RMB81-100185471840>RMB1008*102720Mean(RMB)60.45

73.2051.6475.2457.2872.8083.44USUALEXPENDITUREONONEPACKAGEOFOIL-II(Q4)1417192115103%25%50%Base:AllrespondentsTotalTAXIModelSpecificBrand/Modeluser

XiaLiCitroenSantana/Jetta/OtherShellNon-ShellShellHelixRedUNWTDBase:355139931239925676WTDBase(‘000):67,00050,00010,0007,00011,809

55,1918,685%%%%%%Twiceormoreamonth24213202226Onceamonth727488777371Onceevery2-3months469353FREQUENCYOFOILCHANGETIME-I(Q5)2

2744%50%100%Base:AllrespondentsTotalOwnershipAgeofTAXIMilesRuningPerMonthPrivateownedCompanyowned5+years1-5years<1year>8,000km5,001-8,000km<5,000k

mUNWTDBase:3558227333+2408210122628++WTDBase(‘000):67,00019,75047,2504,56346,58615,85120,05543,5033,443%%%

%%%%%%Twiceormoreamonth2215259222434181Onceamonth748271917567637882Onceevery2-3months445*393417FREQUE

NCYOFOILCHANGETIME-II(Q5)Base:AllrespondentsTotalTAXIModelSpecificBrand/ModeluserXiaLiCitroenSantana/Jetta/OtherShellNon-ShellShellHe

lixRedUNWTDBase:355139931239925676WTDBase(‘000):67,00050,00010,0007,00011,80955,1918,685%%%%%%1,001-3,000km2***1*3,001-5,000km24311

82524315,001-6,000km5458284054296,001-8,000km1310312313278,001-10,000km32211231310,001-12,000km3*3*3*12,000+1***1*Mean(km)5658560552626597586

856135911FREQUENCYOFOILCHANGEMILEAGE(Q6a)1255214531%30%60%Base:AllrespondentsTotalTAXIModelSpecificBrand/ModeluserXiaLiCitr

oenSantana/Jetta/OtherShellNon-ShellShellHelixRedUNWTDBase:355139931239925676WTDBase(‘000):67,00050,00010,0007,00011,8095

5,1918,685%%%%%%Bycertainpassageoftime3*13739Bycertaindrivingmileage9710087939791KEYREFERENCEFOROILCHANGE(Q6b)397

%50%100%Base:AllrespondentsTotalTAXIModelSpecificBrand/ModelUserXiaLiCitroenSantana/Jetta/OtherShellNon-ShellShellHelixRedUNWTDBas

e:355139931239925676WTDBase(‘000):67,00050,00010,0007,00011,80955,1918,685%%%%%%Yes28330172623No729770837477USEOILFORTOP-U

P-I(Q6c)2476%50%100%Base:AllrespondentsTotalOwnershipAgeofTAXIMilesRuningPerMonthPrivateownedCompanyowned5+years1-5years<1year>8,000km5,001-8,000k

m<5,000kmUNWTDBase:3558227333+2408210122628++WTDBase(‘000):67,00019,7507,2504,5636,58615,85120,05543,5033,

443%%%%%%%%Yes24322184249232444No766879167691777656USEOILFORTOP-UP-II(Q6c)Base:AllrespondentsFREQUENCYFOROILTOP-UP(Q6d)TotalTAXIModelSpecificBrand/Mo

delUserMilesRuningPermonthXiaLiCitroenSantana/Jetta/OthersShellNon-ShellShellHelixRed>8,000km5,000-8,000km<5,000kmUNWTDBase:7

838+3++37+19++5918++19++518++WTDBase('000):16,38414,0092882,0872,04814,3351,9794,51710,3371,529%%%%%%%%%%Onceevery2days56***6**8*

Onceevery3-7days2223*19242225341726Onceevery2weeks484510062524850355447Lessthanonce2weeks2426*16242425322126Mean(days)12.8112

.7814.0012.8213.2813.2512.7412.8412.7413.21Base:Respondentswhoregularlytop-uptheoilTotalTAXIModelSpecificBrand/ModeluserXiaLiCitroenS

antana/Jetta/OtherShellNon-ShellShellHelixRedUNWTDBase:355139931239925676WTDBase(‘000):67,00050,00010,0007,00011,80955,1918,685%%%%%

%Quality979492969698Price899175789178Brand786866797475NoCounterfeit735662776778Easilyfindinthemarket212317162311Recommen

dedbymanufacturer19178201814Recommendedbyshop’s19169231626Word-of-mouth121411131215FACTORSTOBECONSIDEREDINSEL

ECTINGOILBRAND(Q7a)9689756922181712%50%100%Base:AllrespondentsTotalTAXIModelSpecificBrand/ModeluserXiaLiCitroen

Santana/Jetta/OtherShellNon-ShellShellHelixRedUNWTDBase:355139931239925676WTDBase(‘000):67,00050,00010,0007,00011,80

955,1915,685%%%%%%Quality676165716471Price1415117175Nocounterfeit911121098Brand6211669MOSTIMPORTANTCONSIDERATIONFORBRANDSEL

ECTION(Q7b)651596%50%100%Base:AllrespondentsFAVOURABILITYFORTHENEWOILCONCEPT(Q10)2%1%5%5%1%2%69%74%57%33%52%72%57%29%25%38%61%

47%25%43%TotalXiaLiCitroenSantana/ShellNon-ShellShellHelixRedJetta/OtherUNWTDBase:355139931239925676WTDBase(‘000):67,00050,00010,0007

,00011,80955,1918,685Base:AllrespondentsDislikeverymuchDislikesomewhatNeithernorLikesomewhatLikeverymuchTotalTAXIModelSpecificBrand/Mod

elUserXiaLiCitroenSantana/Jetta/OtherShellNon-ShellShellHelixRedUNWTDBase:355139931239925676WTDBase(‘000):67,00050,00010,0007,000

11.80955.1918.685%%%%%%Any100100100100100100Extra/stronganti-wearadditives645464765976Canminimizebrea

kdown333337323330Canreducemaintenancecost303629353033565259505747Highviscosity33310453140Highstability

332732363134Reduceoperationcost222024192216Havesuchadditives181024361336Savemaintenancetime15161711171311696116Multi-gradeoi

l11655105Providingextraprotection588767Longoildraininterval458261LIKESABOUTNEWOILCONCEPT(Q11a)10064553433211915109653331%50%100%Prolongaverageoildri

veninterval20%SpecialDesignforthoselong-timerunningvehiclesBase:AllrespondentsNote:Mentionslessthan5%isneglectedTot

alTAXIModelSpecificBrand/ModeluserXiaLiCitroenSantana/Jetta/OtherShellNon-ShellShellHelixRedUNWTDBase:355139931239925676WTDBase(‘000):67,00050,0001

0,0007,00011,80955,1918,685%%%%%%Any5811864Toohighviscosity235612Oilviscositychangesalongwithseasons21312*DISLIKESABOUTTHENEWOILCONCEPT(Q11b)622%5%1

0%Base:AllrespondentsPERCEPTIONOFTHENEWOILCOMPAREDWITHTHEBRANDUSEDMOSTOFTEN(Q11c)114526%26%25%28%51%21%4

6%73%73%75%72%46%79%49%WorseSameBetterTotalXiaLiCitroenSantana/ShellNon-ShellShellHelixRedJetta/OtherUNWTDBase:3551

39931239925676WTDBase(‘000):67,00050,00010,0007,00011,80955,1918,685Base:AllrespondentsTotalTAXIModelSpecificBrand/M

odeluserXiaLiCitroenSantana/Jetta/OtherShellNon-ShellShellHelixRedUNWTDBase:2569770895620045+WTDBase(‘000):49,07436,5117,5395,0235,38

943,6854,270%%%%%%Any100100100100100100ExtraAnti-wearadditives645764746274Canminimizebreakdown/strongAnti-wearability3734464

93643Canreducemaintenance392928333738Reduceweartothemachine395749Prolongaverageoildrainintervalby20%495055485043Highvisc

osity212133312123Reduceoperationcost1814156195Highstability16132411179Savemaintenancetime9973104Specialdesignforlong-timerunningvehicles644

455INWHICHWAYTHENEWOILISBETTERCOMPAREDWITHTHEBRANDUSEDMOSTOFTEN(Q11d)10063502217169538364%50%100%Base:respondentswhobelievenewoilis“better”TotalT

AXIModelSpecificBrand/ModeluserXiaLiCitroenSantana/Jetta/OtherShellNon-ShellShellHelixRedUNWTDBase:9740+23++34+41+5629+

+WTDBase(‘000):17,50613,0682,4611,9776,00111,5063,995%%%%%%Any100100100100100100ExtraAnti-wearadditive454341265425Redu

cebreakown32627243523Reducemaintenancecost14181314158Prolongoildraininterval341730283324Highviscosity251722401548Highstability2

41723461152Savemaintenancetime913415613INWHICHWAYTHENEWOILISSAMECOMPAREDWITHTHEBRANDUSEDMOSTOFTEN(Q11d)1004431242393114%50%100%Base:Respondentswhobel

ievenewoilis“same”PREFERENCERANKINGOFTHEBRANDNAME(Q12a)40181725%25%50%Base:AllrespondentsUNWTDBase:35

5WTDBase('000):67,00024322815%25%50%13303028%25%50%23212432%25%50%No.1No.2No.3No.4ShellShellShellShellTAXIKingWanLiXingQianLiMa2000MeanR

ank:No.2.27No.2.34No.2.73No.2.65REASONSFORGIVINGHIGHESTRANKING(Q12b)10034229965%50%100%100791613%50%100%10032032213%50%100%100102

2871%50%100%1003741163%50%100%Shell20008115,470ShellQianLiMa46+8,390ShellWanLiXing9616,307ShellTAXIKing13226,832

Total35567,000UNWTDBase:WTDBase(‘000):Base:Allrespondents**SpeciallysuitableforTAXINamesoundspleasingtothecarTrendynameSoundsprolongingtheinterv

alsofoilchangeCanmakethecardrivinglongertimeInnovativenameAnyREASONSFORGIVINGLOWESTRANKING(Q12c)982914118876%50%100%+:Smallbase100391630

4%50%100%98344494%50%100%9933931419%50%100%95172347211%50%100%Shell200012421,444ShellQianLiMa8918,586ShellWanLiXing46+10,126ShellTAXIKing95

16,807Total35567,000UNWTDBase:WTDBase(‘000):Vulgar/RusticSoundsboastful/clabeliverableAppliedonoilisdiffi

culttounderstandOnlysuitforTAXIDoesn’treadsmoothlyNomeaningnextyearFeelthatcandrive1000lionly,worsethanotheroilsBase:Allrespondents

AnyFAVOURABILITYFORTHENEWPACKAGE(Q13)31111111214101519%21%12%15%12%21%14%58%58%61%53%59%57%56%12%11%16%17%16%11%15%Dislikevery

muchDislikesomewhatNeithernorLikesomewhatLikeverymuchTotalXiaLiCitroenSantana/ShellNon-ShellShellHelixRedJetta/OtherUNWTDBase:3551399312399256

76WTDBase(‘000):67,00050,00010,0007,00011,80955,1918,685Base:AllrespondentsTotalTAXIModelSpecificBrand/ModeluserXiaLiCitroenSantana/Jetta

/OtherShellNon-ShellShellHelixRedUNWTDBase:355139931239925676WTDBase(‘000):67,00050,00010,0007,00011,80955,1918,685%%%%%%An

y899088878984Convenienttohandle403840394039Easytohandle151618121710Slantinghandle,convenienttouse141511111413Havehandle,convenienttous

e121015161116Color333731483137Bluecolorisbeautiful182120221825Bluecolorisclean963885Colorlooksconfortable736865Bluean

dyellowcolorareharmonious362122*Elegantbarreldesign1868111610Obvioustitle986594Wholedesignispractical71312799Shortmou

th,convenienttopouroil7710587LIKESABOUTTHENEWPACKAGE(Q13a)8940341598716141219863%50%100%Base:AllrespondentsTotalTAXIModelSpecificBrand/ModeluserXiaLi

CitroenSantana/Jetta/OtherShellNon-ShellShellHelixRedUNWTDBase:355139931239925676WTDBase(‘000):67,00050,00010,0007,0001

1,80955,1918,685%%%%%%Any464346484552Toodarkcolor/colorlooksold211420261933Color“TAXI”isnotobvious611118*Handledesignisnotconvenienttouse2

16426Plasticbarreliseasytobebroken41*232Barrel’ssquareshapeisoldfashioned262*3*Bigmouth,easytoleakwhenaddingoil215611DISLIKESABOUTTHEN

EWPACKAGE(Q13b)462073322%25%50%Base:AllrespondentsNEWOILPURCHASINGPOSSIBILITY(Q15)11119%9%11%8%5%10%3%64%67%69%39%57%66%53%2

5%24%19%40%33%23%40%17346DefinitenotPossiblynotNeithernorPossiblywillDefinitelywillTotalXiaLiCitroenSantana/ShellNon-ShellShellHelixRedJetta/

OtherUNWTDBase:355139931239925676WTDBase(‘000):67,00050,00010,0007,00011,80955,1918,685Base:Allrespondents%1

0%20%30%40%50%60%70%80%90%100%TooCheapCheapExpensiveTooExpensive3034384246505458626670747882869094PRI

CESENSITIVITYMETER-NEWOILAcceptanceRangeOptimumpointRNB58AMIPinPointTM-StrategicMatrixInterpretationWEAKAVERAGESTRONGHIGHTHREATSRemedyCOMPETITI

VEEnhanceCORESTRENGTHSMaintainMEDIUMWEAKNESSESEnhanceLOWERPRIORITYOPPORTUNITIESIncreasesalienceLOWLOWER

PRIORITYLOWPRIORITYPOTENTIALOPPORTUNITIESIncreasesalience?IMPORTANCEPERFORMANCE989889888784838280100879291828281020406080100RELATIVEIMPORTANCEOFDISCR

IMINATORS-ITrustworthyGoodengineprotectionGoodqualityproductGoodtechnologicalbackingBettersuitedforpremiumca

rTheoillookslikecrystalNoimpuritiesWell-knownbrandNofumesHelpscooltheengineBestIubricatingProperviscosityFunctionswelloverwiderangeGoodforsum

merandwinterconditionsExtendoilchangingmileageHelpscleantheengine7875706532221644841383829611020406080100RELATIVEIMPORTANCEOFDISCRIMINATORS-IIDoe

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