Targeting the Premium Fuels Customer in Europe

Publication Date	November 2007
Publisher	Datamonitor
Product Type	Report
Pages	16
ISBN Number	not applicable
Product Code	DAT08388

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Summary

Introduction

As companies reposition existing brands or create new fuel brand concepts, they need to ensure their marketing is correctly targeted towards the ever-diversifying range of motorists. By showing where premium fuels have been most successful and the reasons why motorists purchase them, this brief enables companies to develop their product offering and marketing campaigns.

Scope

Insight into premium fuel use in Europe, covering comprehensive data on premium fuel sales and an indication of future uptake in each market
Analysis of the reasons why motorists purchase premium fuels including a breakdown of premium petrol and diesel customers by core motivation
A review of how key consumer trends, such as perceptions of luxury items, have an influence on motorists' motivations for buying premium products
An understanding of premium fuel retailers' marketing strategies and the extent to which these are 'on-trend' with consumers' desires

Highlights

Premium fuels have been most successful in Portugal where average premium fuels consumption per registered car is 180 liters. Spain and the Netherlands have the second highest consumption of premium fuels per registered car.

Although motorists' motivations for buying premium fuels vary significantly between markets, overall, improved engine care is the most important. In Portugal and Spain, it is estimated that improved engine care is the core motivation for 50% and 45% of premium fuels customers respectively.

There is particularly strong growth potential in markets which are immature, such as France and Italy. However, prospects are good across all of the six markets covered for premium fuel retailers who concentrate their marketing campaigns on improved engine care and vehicle efficiency.

Reasons to Purchase

Assess where premium fuels have been the most successful and where the strongest growth is expected to take place over the next three years
Evaluate consumers' motivations for buying premium petrol and diesel and how this is reflective of wider consumer trends
Gauge which marketing campaigns are most aligned with motorists' motivations for buying premium fuel and how best to focus marketing strategy

Content

Datamonitor View
Catalyst
Summary
Sources
Analysis
- The Use Of Premium Fuels Is Highest In The Iberian Markets
- Premium Fuels Are Most Widely Used In Portugal
- Premium Fuels Have Established A Strong Base In Many Other European Markets
- Improved Engine Care And Vehicle Efficiency Are The Main Motivations For Buying Premium Fuels
- Improved Engine Care Is The Core Motivation For Buying Premium Diesel In All Markets Except Italy
- Motorists' Motivations For Buying Premium Fuels Vary Significantly Between Markets
- Motorists With Older Cars Are More Likely To Be Concerned With Maintaining Good Engine Condition
- The Importance Of Fuel Efficiency Is Linked To Customers' Growing Wish To Spend 'Smartly
- Brand Prestige Is Relatively Unimportant But Customers Still Want Quality From Products They Care About
- Environmental Protection Is A Low Priority As Customers' Beliefs Are Not Reflected In Their Behavior
- Premium Fuel Retailers Need To Maintain A Focused Marketing Strategy
- The Strongest Growth Is Expected To Be In France And Italy
- The Marketing Messages Of Premium Fuel Retailers Vary Significantly
- Premium Fuel Retailers Should Concentrate Their Marketing Strategy On Improved Engine Care And Vehicle Efficiency
- Premium Fuel Retailers' Branding Should Appeal To All Customers Which Value Engine Care And Vehicle Efficiency
Appendix
- Definitions
- Further Reading
- Notes
- Websites
- Ask The Analyst
- Datamonitor Consulting
- Disclaimer
List Of Figures
- Figure 1: Of The Markets Covered Portugal Has The Highest Sales Of Premium Fuel Per Registered Car
- Figure 2: Improved Engine Care Is Particularly Important To Motorists In Portugal
- Figure 3: Portugal Has A Relatively Low Car-Scrappage Rate And High Aftermarket Expenditure
- Figure 4: European Customers Are Choosing More Products That They Consider To Be Of Good Value
- Figure 5: Fuels In The Middle Need To Move Either Up- Or Down-Market
- Figure 6: There Is A Significant Disparity Between Customers' Beliefs And Their Actions
- Figure 7: The Number Of French Motorists Using Premium Fuel Has The Potential To Grow By Over 50%
- Figure 8: A Ranking Of The Focus Of Companies' Marketing Messages Shows That Total Is The Most Focused On Improved Vehicle Efficiency