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市場調查報告書
歐洲高級燃料消費市場
Targeting the Premium Fuels Customer in Europe
| 出版商 |
Datamonitor |
| 出版日期 |
2007年11月 |
商品編碼 |
57932 |
| 內容資訊 |
英文 16 pages |
| 價格 |
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本報告已在2011年07月19日停止出版。
報告書內容包括：歐洲高級燃料使用量、駕駛人購買高級燃料的理由、主要消費者動向、零售業者行銷策略等等，內容綱要摘記如下：
Datamonitor的看法
分析
- 義大利市場使用高級燃料最多
- 葡萄牙使用高級燃料最廣
- 高級燃料在許多歐洲國家已奠定強大基礎
- 照護引擎與改善車輛效率是購買高級燃料的主要動機
- 照護引擎除義大利市場外，為其他市場購買高級柴油的動機エ
- 不同市場，駕駛人購買高級燃料的動機大不相同
- 駕駛老車的駕駛人較關注引擎的狀態是否良好
- 燃料花費的重要性與消費者的精明支出連結在一起
- 雖然品牌觀念沒那麼重要，但消費者仍追求高品質產品
- 由於消費者的思考未反應在行動上，故環保的優先度較低
- 高級燃料零售業者需維持集中的行銷策略
- 預估法國、義大利將成長最大
- 高級燃料零售業者的行銷訊息大異其趣
- 高級燃料零售業者以照護引擎、改善車輛效率為行銷策略
- 高級燃料零售業者針對所有顧客，將品牌價值放在照護引擎與改善車輛效率上
附錄
Abstract
Overview
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
Report 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
Table of Contents
- DATAMONITOR VIEW
- 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
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