Shell V-Power Customer Value Proposition | CVP Marketing Example Explained for Business Growth

In this video, I break down Shell V-Power’s Customer Value Proposition (CVP) — one of the best real-world examples of how to transform a commoditised product into a premium brand.

You’ll see how Shell identified its target customers, defined the features and benefits, created strong reasons to believe, and positioned V-Power as the world’s best-selling premium fuel.

Whether you’re a business owner, marketer, or student of strategy, this video shows how you can apply the CVP framework to your own products and services.

📱 Make your own value propositions, learn more about marketing techniques and tools to grow your business, get discussing in Marketing Accelerator.

📌 Timestamps

00:00 – Introduction: CVP examples across industries

01:05 – Why Shell V-Power is a strong marketing example

02:30 – The fuel market before premium fuels

04:10 – Shell’s idea: creating a premium fuel brand

06:00 – Defining the target customer (urban males 18–40, car owners)

08:00 – Features: rational vs emotional drivers

10:00 – Benefits: improved performance & emotional satisfaction

12:00 – Reasons to believe (engine cleaning, Shell scientists, Ferrari F1 testing)

14:00 – Brand personality: innovative, dynamic, young

15:10 – Shell V-Power’s CVP statement explained