Shell Pura Germany Case Study | How to Build a Customer Value Proposition (CVP) That Wins

Learn how Shell Pura launched in Germany with a powerful customer value proposition (CVP) focused on protection, sustainability, and innovation. 🚗💡

In this video, we break down Shell’s market segmentation, target audience, emotional and rational benefits, and how they used third-party validation to build trust. This is a perfect case study if you want to understand how to create your own CVP, differentiate your brand, and connect with socially and environmentally conscious consumers.

This excerpt is from our Customer Value Proposition Creation Course inside the Marketing Accelerator community — where you’ll find practical examples, frameworks, and strategies to sharpen your marketing skills.

📌 Timestamps:

0:00 – Shell Pura in Germany: A new brand strategy

0:21 – Target customers: Demographics & psychographics

1:08 – Market segmentation explained

1:54 – Features and emotional drivers

2:10 – Rational & emotional benefits of Shell Pura

2:39 – Reasons to believe (innovation & testing)

4:22 – Visual differentiation: The “blue fuel” strategy

5:14 – Brand personality traits

5:30 – Crafting the value proposition sentence

6:15 – Final CVP: Protect your car and the environment

7:07 – Comparing CVPs across markets