Marketing Battle and Digital Campaign Analysis of PT. Shell Indonesia

Abstract

This study analysis the journey of marketing strategies in the form of digital campaigns conducted by PT Shell Indonesia. Since it started its expansion in the Indonesian fuel retail market on Indonesian fuel retail market. With the aim of providing a comprehensive assessment and recommendations to PT Shell Indonesia. Data was collected using a free digital platform digital platform so that it is expected to provide a series of details related to the marketing strategy that has been carried out by PT Shell Indonesia. The Findings says that since the entry of Shell in Indonesia in 2005, Shell Indonesia has only ever done one successful digital campaign. Shell Indonesia is already considered to have used the right marketing strategy. Where it focuses more on promotional events on its loyal customers with the aim that these customers continue to be interested and attached to Shell for their fuel needs. In addition to increasing the number of gas stations existing service stations, Shell Indonesia's DO-coded service stations can conduct offensive marketing by conducting separate digital campaigns based on social media and conducting promotional events outside its loyal members.