SHELL-BIOFUELSFinding a sustainable way forward

SHELL BIOFUELSShell is committed to providing sustainable

energy. Developing lower carbon fuels is part ofour commitment to sustainability and is also a

great business opportunity for us.Shell is working to meet the technical challengesof converting alternative bio materials, whilstensuring that life-cycle CO2 production is lowand 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.

JATROPHAJatropha 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 wild-species.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 aridity (it can be planted even in the desert).

The seeds contain 27-40% oil (average: 34.4% ) that can be processed to produce a high-quality 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

FeaturesCarbon neutral, the lowest emissions Cost effectiveOne 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.

PromotionAdvertisements 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.

STPSEGMENTATIONThe segmentation is based upon the status of the user, our

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

TARGET MARKETINGMainly diesel engine users of all kinds i.e. cars, generators e.t.cWe evaluate our target according to our objectives and

resources.Public transport agencies, institutions with high automobile

usages.

POSITIONINGWe chose a competitor positioning strategy by stating our

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

LOGOLeaf 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.

SLOGANGreen fuel for people and planet.

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