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ADVERTISING MESSAGE EXAMINATION-TOPLINE RESULTS-

Presented to:

SHELL OIL

2004-0093

2006 Big Canyon Drive

Austin, TX 78746-7249

Phone: 512/329-9417

www.brsgroup.com

November 8, 2004

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Introduction

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Shell Message Examination -- Topline Results 2

Methodology and Sampling

Ten focus groups were conducted across five markets:

Atlanta

Boston

Chicago

Houston

Los Angeles

Within each market, two groups were conducted:

One with Shell core customers who purchase regular or midgrade gasoline.

One with Shell switchers who purchase premium gasoline.

In total, 71 gasoline consumers were included in these group sessions.

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Shell Message Examination -- Topline Results 3

Test Stimuli

Group participants reacted to five potential headlines, as follows:

Shell V-Power is now Americas best-selling premium gasoline.

Shell V-Power actively cleans as you drive.

Shell V-Power, the essential ingredient for a better drive.

Shell guarantees its gasoline unconditionally.

Major auto manufacturers - GM, Toyota, Honda and BMW - have certified all Shellgasolines as Top Tier.

In addition, group participants evaluated six paragraph-long positioning statements.These were titled as follows:

Americas Best-Selling Premium Gasoline

Top Tier

Clean Engine

Guarantee

You Expect the Best

For The Love of Driving

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Shell Message Examination -- Topline Results 4

Analysis Notes

Focus groups are, by definition, qualitative in nature. Results are

not statistically predictive of all gamers. Results should be usedwith care and tempered by common sense.

The following is a summary of the ranking and preference scoresfor these headlines and positioning statements. This merely serves

as a topline analysis of the results of this study.

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Findings

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Shell Message Examination -- Topline Results 6

Headline Evaluation

Based on the ratings, amongst the five headlines evaluated:

Shell V-Power actively cleans as you drive is definitely the strongest.

Major auto manufacturers - GM, Toyota, Honda and BMW - have certified all Shell gasolinesas Top Tieris a strong second, followed by Shell guarantees its gasoline unconditionally.

5 Rating 4 Rating 3 Rating 2 Rating 1 Rating

Shell V-Power activelycleans as you drive.

21 32 12 5 1

Major auto manufacturers- GM, Toyota, Honda andBMW - have certified all

Shell gasolines as Top Tier.

15 34 14 5 2

Shell guarantees itsgasoline unconditionally.

14 19 18 14 7

Shell V-Power is nowAmericas best-sellingpremium gasoline.

8 13 40 6 4

Shell V-Power, theessential ingredient for abetter drive.

5 15 31 19 2

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Shell Message Examination -- Topline Results 7

Headline Evaluation (Continued)

These results are supported based on preference.

Preference

Shell V-Power activelycleans as you drive.

32

Major auto manufacturers- GM, Toyota, Honda and

BMW - have certified allShell gasolines as Top Tier.

21

Shell guarantees itsgasoline unconditionally.

11

Shell V-Power is nowAmericas best-sellingpremium gasoline.

6

Shell V-Power, theessential ingredient for abetter drive.

2

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Shell Message Examination -- Topline Results 8

Headline Evaluation (Continued)

Major auto manufacturers - GM, Toyota, Honda and BMW - have certified all Shell

gasolines as Top Tieris especially strong among Shell Switchers who purchasepremium gasoline.

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Shell Message Examination -- Topline Results 9

Positioning Statement Evaluation

Based on the ratings, amongst the six positioning statements evaluated:

Clean Engine is definitely the strongest. Guarantee is a strong second.

5 Rating 4 Rating 3 Rating 2 Rating 1 Rating

Clean Engine 21 29 16 4 1

Guarantee 14 23 15 8 5

Americas Best-SellingPremiumGasoline

7 29 27 7 1

Top Tier 6 29 30 4 2

You Expect the Best 14 18 30 8 1

For the Love of Driving 13 12 30 15

1

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Shell Message Examination -- Topline Results 10

Positioning Statement Evaluation (Continued)

These results are primarily supported based on preference.

Preference

SecondPreference

Clean Engine 21 14

Guarantee 14 1

AmericasB

est-SellingPremium Gasoline 6 12

Top Tier 6 12

You Expect the Best 11 11

For the Love of Driving 1

5

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Shell Message Examination -- Topline Results 11

Positioning Statement Evaluation (Continued)

The primary strengths associated with Clean Engine are:

The general aspect of cleaning. Cleaning specific engine parts.

Five times the amount of cleaning agents required by government standards.

The primary strengths associated with Guarantee are:

The gasoline is guaranteed, so Shell will stand behind it.

Making the customer happy, no matter what it takes.

Shell is over 100 years old.

In addition, neither of these positioning statements mentions premium grade.Therefore, there is an assumption that these statements apply to all grades of Shellgasoline.

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Shell Message Examination -- Topline Results 12

Positioning Statement Evaluation (Continued)

Clean Engine is especially strong among Shell Switchers who purchase premium

gasoline.

You Expect The Best is somewhat stronger among Core Shell users who purchaseregular or midgrade gasoline.