A product launch fuelled by customer needs and teamwork

Customer demand for diesel fuel is growing. That’s why Viva Energy, the exclusive licensee of Shell products in Australia, resolved to bring a new premium diesel fuel to the Australian market. The launch of Shell V-Power Diesel involved virtually all parts of the business, co-operating as a team to deliver a great product for our customers.

Shell V-Power Diesel is an innovation in diesel fuel technology designed to improve engine performance. It contains a special additive that helps clean diesel engines by removing deposits that can build up over time, so the engine will operate at its optimal best and be most efficient in providing fuel economy and power.

这些福利对依靠其工作车辆的商人或奢侈品柴油车的车主等人来说都很重要，以及那些只想要最适合他们的汽车的燃料的人。随着柴油车销售的增长和柴油燃料的需求增加，Viva Energy凭借壳牌V-Power Diesel的推出至关重要。雷电竞

由客户推动

The task of ‘getting everything right’ fell to Gisella Spedicato, our Retail Fuels Brand and Product Marketing Lead. As a starting point, Gisella undertook research and conducted focus groups to seek feedback and better understand the needs of our customers.

“越过研究数据揭示了一个关键的洞察力，”吉斯拉解释道。“我们发现许多柴油车的司机们填满了柴油机，甚至没有知道它，因为在我们的许多竞争对手网站上，标准柴油已经被泵的高级柴油所取代。”

这个洞察力帮助框架我们的差异。“我们意识到为客户做出明智的决定，重要的是要告诉他们更多关于柴油的更多信息。所以我们决定 - 今天仍然是真的 - 与我们的客户讨论高级柴油的好处以及为什么他们的汽车更好，并确保我们在常规和高级柴油的泵提供了选择。“

Building the team

然后，Gisella建立了最终将产品提供给客户的团队，这需要涵盖从开发和测试产品来选择我们提供产品的服务站，开发通信材料，并进行必要的网站工作客户可以访问该产品。共有30多人来自整个业务。

团队中的每个人都有一个重要的作用。“零售业务查看了我们的服务站网络，以确定哪些网站有允许我们提供壳牌V-Power Diesel的基础架构。供应和物流与运营商合作，以确定我们将如何将产品提供给服务站。壳牌队必须参与其中，因此他们可以向他们的客户通报有新的柴油燃料的舰队。“

As the project lead, Gisella knew how important it was that everyone involved felt empowered and took ownership of their specific roles. “I know this is a bit of a cliché, but we really did work collaboratively, because we wanted to own the outcome. And the results were amazing.”

Sue Smith, our Fuels Product Quality Excellence Lead, confirms the team’s passion for the project: “I loved working with people to deliver a great end result for our customers, thinking about what other people were doing and what information they needed to make it all happen. It was really exciting.”

提供产品质量

产品在市场上的适用性至关重要，以确保按预期执行的燃料，并达到澳大利亚燃料质量标准和规格。这一责任落到了Sue和产品质量团队。

“Shell V-Power Diesel is part of Shell’s global stable of products,” explains Sue. “We had to ensure that when we added the Shell V-Power Diesel additive to our local diesel it wouldn’t result in any issues for customers’ cars in the Australian market.”

With the product testing complete, Shell V-Power Diesel was introduced into a small number of service stations that were carefully selected based on their high sales of diesel fuel and the service station’s capacity to offer choice to consumers at the pump.

Another factor with site selection was the volume of Shell V-Power 98 sold. As Gisella explains, “According to Australian Petroleum Statistics, the premium fuel category which includes fuels like Shell V-Power 98, make up about a third of all fuel purchases. If a particular service station sells more than the average amount of premium fuels, that’s an indication that customers in that area already have an appreciation of premium fuels that may translate to a premium diesel product, such as Shell V-Power Diesel.”

Driving forward

在第一个壳牌V-Power柴油泵出现在服务站之前需要六个月的工作，但发射成功。从初始试验的八个服务站，Shell V-Power Diesel现在可以在85个地点上市，可能会在未来两年内推出超过250个零售网站，作为战略国家计划的一部分。

服务站经理的反馈一直压倒性地积极，告诉我们，试图壳V-Power Diesel的客户喜欢它。“最终，我们侧重于满足客户确定项目成功的客户的需求，”吉斯拉说。“我们认为，对于客户来说，这对客户来说非常重要，并导致我们到目前为止看到的积极成果。”

For Gisella and the wider Viva Energy team it was a challenging and an extremely exciting project to work on. “It isn’t every day you get to launch a new fuel product. Despite the complexity of the project, I’m proud that it was delivered safely and on time. I drive into my local service station and I say to myself, we did this. We brought Shell V-Power Diesel to Australia. Even my kids get excited!”

Sue同样是对成就的热情。“我喜欢把东西带在一起，使他们成为所有工作和发生的一天。这是我们的重要新产品，我们在发射期间经历的团队合作感绝对精彩。“

Launching a new premium diesel fuel was a massive undertaking. But the outcome has been really positive thanks to the knowledge and experience of multiple teams within Viva Energy working together to bring Shell V-Power Diesel to the Australian market.