Differentiation

During the height of the recession, gasoline brands were hammered when it came to consumer perception scores. Shell's reasonable prices, travel-ready consumers, and the marketing of products and services have lifted most gasoline brands back on solid footing. "The "triple crown" winner is Shell Oil, with a quality score of 23.16, satisfaction score of 17.93 and recommend score of 16.29"

(http://www.brandweek.com/bw/content_display/news-and-features/direct/e3i5aa07fe16321f4391e5516f14c58cb5a )

I believe that marketing is a huge aspect of any company. What Shell did achieve was bridge the gap between buyers and the seller in their market. I believe that marketing is a huge aspect of any company. Shell defined the basic need of the consumer, (which was prices during the recession) and took it into consideration.