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Copyright of Shell International B.V. CONFIDENTIAL 1 2020 Por t f ol io Changes & GF-6 Updat es March 2019

2020 Portfolio Changes & GF -6 Upda t es · 2020. 3. 30. · 4/1/20 • Local media & consumer communications highlighting benefits of portfolio changes & decisions support the organization’s

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Page 1: 2020 Portfolio Changes & GF -6 Upda t es · 2020. 3. 30. · 4/1/20 • Local media & consumer communications highlighting benefits of portfolio changes & decisions support the organization’s

Copyright of Shell International B.V. CONFIDENTIAL 1

2020 Por t f ol io Changes & GF-6 Updat es

March 2019

Page 2: 2020 Portfolio Changes & GF -6 Upda t es · 2020. 3. 30. · 4/1/20 • Local media & consumer communications highlighting benefits of portfolio changes & decisions support the organization’s

SHELL RESTRICTED

Table of Contents

Portfolio Change Communications Plan I. Pennzoil Portfolio Changes II. Quaker State Portfolio Changes III. Formula Shell Portfolio Changes

2

Page 3: 2020 Portfolio Changes & GF -6 Upda t es · 2020. 3. 30. · 4/1/20 • Local media & consumer communications highlighting benefits of portfolio changes & decisions support the organization’s

PORTFOLIO CHANGES COMMUNICATIONS PLAN

1/ 27/ 20• High level s ummary: ILSAC GF-6 & Other Changes to Shell Lubricants PCMOs in 2020

2/ 26/ 20• Communicate changes at product family level by brand: Pennzoil, Quaker State, &

Formula Shell to include new product launches / withdrawals

3/ 15/ 20

• Communicate materia l code numbers (From/ To product lis t)• Dis tributor notification new bulk tank labels for PZL Synthetic Blend 5Ws

4/ 1/ 20• Local media & cons umer communications highlighting benefits of portfolio changes &

decis ions s upport the organization’s s tra tegic direction

7/ 1/ 20• Dis tributor notification new bulk tank labels for QS & FS Synthetic Blend 5Ws

Page 4: 2020 Portfolio Changes & GF -6 Upda t es · 2020. 3. 30. · 4/1/20 • Local media & consumer communications highlighting benefits of portfolio changes & decisions support the organization’s

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Pennzoil Portfolio Changes

14

Page 5: 2020 Portfolio Changes & GF -6 Upda t es · 2020. 3. 30. · 4/1/20 • Local media & consumer communications highlighting benefits of portfolio changes & decisions support the organization’s

SUMMARY OF PENNZOIL PORTFOLIO CHANGES GF-6 Changes & Reposition Brand in Market : 1. Exis ting Pennzoil Branded motor oil products that meet ILSAC GF-5 today will meet ILSAC GF-6 come May 2020.

Excludes: Platinum 0W-16; Ultra Plat 0W-40; and All Platinum Euro SKUS2. PZL Conventional and High Mileage upgrade to Synthetic Blend for 5Ws only (no material code changes ) 3. “Same Protection As ” claim on Pennzoil 0W Skus : See slide 7 for inclusions and exclusions

Retired SKUs: 4. PZL Gold drum, tote, bulk and ecobox will remain, 1 and 5 Qt will be dis continued 5/ 1/ 2020. 5. PZL SAE 0W20 (bulk only), retired date will be communicated in future communications6. Additional low performing SKUs will be reviewed and may als o be retired

New SKUs: 7. PZL Quick Lube Conventional (5W20 & 5W30 Bulk & Tote) for J iffy Lube; will require new tanks (N/ A for Canada)8. PZL Profes s ional MS Full Synthetic (0W20, 5W20, 5W30 Bulk & Tote) exclus ive to FCA; no tank required rebrand QS Ultimate Durability9. PZL Full Synthetic (0W20, 5W20, 5W30 Pack only) for DIY Retail US; Q4 2020. Retail Canada; Q2 2021

Page 6: 2020 Portfolio Changes & GF -6 Upda t es · 2020. 3. 30. · 4/1/20 • Local media & consumer communications highlighting benefits of portfolio changes & decisions support the organization’s

PENNZOIL GF-6 CHANGES - TARGET LAUNCH MAY 2020

6

PZL Conventional& PZL High Mileage 5W20 & 5W30 will move from Conventiona l to Synthetic Blend.

10W30 & 10W40 will remain Conventiona l (No Change).NO

ADDITIONAL SKU

CHANGES

From To From To

Page 7: 2020 Portfolio Changes & GF -6 Upda t es · 2020. 3. 30. · 4/1/20 • Local media & consumer communications highlighting benefits of portfolio changes & decisions support the organization’s

“MADE FROM NATURAL GAS” AND 0W SUITABILITY MESSAGING ON PACK

7

Nearly 40% of 5W us ers would

purchas e a 0W oil if the label

explicitly s aid it was compatible

OPPORTUNITY TO EDUCATE CONSUMERS ABOUT USING 0WS

INSTEAD OF 5WS AND 10WS

Source: Harris Res earch, J an2019

Same protection as 5W and 10W replaces Also suitable

for use claim

0W Applicable SKUs (1Qt, 5Qt, Ecobox, Tank Labels, & TDS)- Pennzoil Platinum 0W-20; Same Protection as 5W20- Pennzoil Platinum High Mileage 0W-20; Same Protection as

5W20- Pennzoil Ultra Platinum 0W-20; Same Protection as 5W20- Pennzoil Maximum Power 0W-30; Same Protection as 5W30

and 10W30- Pennzoil Extended Care 0W-20; Same Protection as 5W20- Pennzoil Start/Stop Protection 0W-20; Same Protection as

5W20- Pennzoil Platinum Euro SAE 0W-40; Same Protection as

5W40. Note: This is the only Euro product where we can make this claim as we have a Platinum Euro 5W40 sku.

0W Non-Applicable SKUs: Require Specific OEM approvals- Pennzoil Platinum Euro LX SAE 0W-30 - Pennzoil Platinum Euro JL SAE 0W-20- Pennzoil Ultra Platinum 0W-40 SRT No other XXW-16 products available - Pennzoil Hybrid 0W-16 - Pennzoil Platinum 0W-16 TARGET LAUNCH MAY 2020

Page 8: 2020 Portfolio Changes & GF -6 Upda t es · 2020. 3. 30. · 4/1/20 • Local media & consumer communications highlighting benefits of portfolio changes & decisions support the organization’s

PENNZOIL API SP/GF-6 MARKET CHANGES

Date Month 2016

Shell Viscosities

API SP Capable?

Resource Conserving Capable?

GF-6 aCapable

GF-6 bCapable

0W-20 Yes Yes Yes N/A5W-20 Yes Yes Yes N/A5W-30 Yes Yes Yes N/A10W-30 Yes Yes Yes N/A0W-16 Yes Yes No Yes0W-40 SN No for Ultra No No N/AEuros LX 0W30 No No No N/A5W30 No No No N/AAV 5W30 No No No N/A L5W30 No No No N/A0W40 Yes No No N/A 5W-40 Yes No No N/A

GF-6 will be signified by: GF-6a will be marked by the current starburst.GF-6b will be marked by a ‘shield’.

GF-6 classification by viscosity:GF-6a Viscosities: 0W-20, 5W-20, 5W-30, 0W-30 and 10W-30

GF-6b Viscosity: 0W-16

Non GF-6 Viscosities: 0W-40, 5W-40, 10W-40, and anything higher

Back of pack labels changes where applicable:Updated API SN donut will reflect API SP GF-5 spec will be updated to GF-6

Page 9: 2020 Portfolio Changes & GF -6 Upda t es · 2020. 3. 30. · 4/1/20 • Local media & consumer communications highlighting benefits of portfolio changes & decisions support the organization’s

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Quaker State Changes

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Page 10: 2020 Portfolio Changes & GF -6 Upda t es · 2020. 3. 30. · 4/1/20 • Local media & consumer communications highlighting benefits of portfolio changes & decisions support the organization’s

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Summary of Quaker State Portfolio Changes

10

GF-6 Changes & Reposition Brand in Market: 1. Existing Quaker Sta te Branded motor oil products tha t meet ILSAC GF-5 today will meet ILSAC GF-6 come Aug 2020. Excludes: All QS Euros, 10W40, 20W50, and Straight Weights Changes will NOT require a material code change:

2. QS Family Name Change

3. QS Conventiona l upgrade to Synthetic Blend for 5Ws only; 10Ws remain conventiona l

4. New “Suitable for Use” Cla im for QS 0W Skus: See slide 13 for more details

Retired SKUs: 5. Quaker Sta te Enhanced Durability a ll visgrade/ skus will be retired August 2020

6. Quaker Sta te Synthetic Blend w/ Dexos a ll visgrade/ skus will be retired August 2020

7. Additiona l low performing SKUs will be reviewed and may a lso be retired

New Products: 8. Quaker Sta te SAE 0W20 (Full Synthetic Non Dexos Bulk Only) – More deta ils to come soon!

9. Quaker Sta te High Mileage Full Synthetic (1 & 5 QT, Ecobox) – Order da te June 2020 for U.S.

Page 11: 2020 Portfolio Changes & GF -6 Upda t es · 2020. 3. 30. · 4/1/20 • Local media & consumer communications highlighting benefits of portfolio changes & decisions support the organization’s

SHELL RESTRICTED MAY 2019 11

Quaker State GF -6 Changes - TARGET LAUNCH AUG 2020

11Date Month 2016Footer

NO ADDITIONAL

SKU CHANGES

From To Key Changes:

1. QS Portfolio will undergo name change

& updated claims

2. QS Conventional 5Ws will upgrade to

Synthetic Blend; 10Ws will remain

Conventional (No Change)

From To From To

Page 12: 2020 Portfolio Changes & GF -6 Upda t es · 2020. 3. 30. · 4/1/20 • Local media & consumer communications highlighting benefits of portfolio changes & decisions support the organization’s

Oppor t unit y t o SIMPLIFY Quaker St at e Por t f ol io: Simpl if ied Names & Updat ed cl aims

12

Current Name New Name at GF-6 Motor Oil Type Existing FOP Claim New FOP Claim QS Advanced Durability

Quaker State Synthetic Blend

Synthetic Blend More Protection Provides Durable Wear Protection

QS High Mileage Stays the Same Synthetic Blend More Engine Life Delivers Protection for Vehicles with over 75k miles

QS Enhanced Durability Removing from Portfolio Removing from Portfolio Removing from Portfolio Removing from Portfolio

QS Synthetic Blend Removing from Portfolio a t GF-6 Removing from Portfolio Removing from Portfolio a t GF-6

Removing from Portfolio

QS High Mileage Full Synthetic

Stays the Same Full Synthetic More Wear Protection Provides Optimal Wear Protection

QS Ultimate Durability w/ Dexos

Quake State Full Synthetic w/ Dexos

Full Synthetic More Power Delivers Strong Engine Performance

QS Ultimate Durability Euro

Quaker State Euro Full Synthetic

Full Synthetic For European Vehicles Offers Protection Required for European Vehicles

NO ADDITIONAL

SKU CHANGES

Page 13: 2020 Portfolio Changes & GF -6 Upda t es · 2020. 3. 30. · 4/1/20 • Local media & consumer communications highlighting benefits of portfolio changes & decisions support the organization’s

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NEW 0W Suitability Messaging on Pack

MAY 2019 13PENNZOIL QUAKER STATE TECHNOLOGY PLANNING 2019

OPPORTUNITY TO EDUCATE CONSUMERS ABOUT USING 0WS INSTEAD

OF 5WS AND 10WS

Appl icabl e Skus : (1qt ,5QT, Ecobox)Quaker St at e Ful l Synt het ic 0W-20

(dexos )Quaker St at e High Mil eage Ful l

Synt het ic 0W-20

TARGET LAUNCH AUG 2020

Page 14: 2020 Portfolio Changes & GF -6 Upda t es · 2020. 3. 30. · 4/1/20 • Local media & consumer communications highlighting benefits of portfolio changes & decisions support the organization’s

QUAKER STATE API SP/GF-6 MARKET CHANGES

Date Month 2016

Shell Viscosities

API SP Capable?

Resource Conserving Capable?

GF-6 aCapable

GF-6 bCapable

0W-20 Yes Yes Yes N/A5W-20 Yes Yes Yes N/A5W-30 Yes Yes Yes N/A10W-30 Yes Yes Yes N/AEuros L5W30 No No No N/A0W40 Yes No No N/A 5W-40 Yes No No N/A

GF-6 will be signified by: GF-6a will be marked by the current starburst.

GF-6 classification by viscosity:GF-6a Viscosities: 0W-20, 5W-20, 5W-30, and 10W-30

Non GF-6 Viscosities: 0W-40, 5W-40, 10W-40, and anything higher

Back of pack labels changes where applicable:Updated API SN donut will reflect API SP GF-5 spec will be updated to GF-6

Page 15: 2020 Portfolio Changes & GF -6 Upda t es · 2020. 3. 30. · 4/1/20 • Local media & consumer communications highlighting benefits of portfolio changes & decisions support the organization’s

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Formula Shell Changes

315

Page 16: 2020 Portfolio Changes & GF -6 Upda t es · 2020. 3. 30. · 4/1/20 • Local media & consumer communications highlighting benefits of portfolio changes & decisions support the organization’s

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Summary of Formula Shell Portfolio Changes

16

GF-6 Changes & Reposition Brand in Market : 1. Existing Formula Shell Branded motor oil products tha t meet ILSAC GF-5 today will meet ILSAC GF-6 come Aug 2020.

Excludes: 10W40, 20W50, and Straight Weights Changes willNOT require a material code change:

2. Formula Shell conventiona l upgrade to Synthetic Blend for 5Ws only; 10Ws remain conventiona l

3. Formula Shell 1Qt & 5Qt may move from white to black bottles for U.S. Only – Images coming soon

Retired SKUs: 4. Formula Shell Full Synthetic – To be determined

5. Additiona l low performing SKUs will be reviewed and may a lso be retired

Page 17: 2020 Portfolio Changes & GF -6 Upda t es · 2020. 3. 30. · 4/1/20 • Local media & consumer communications highlighting benefits of portfolio changes & decisions support the organization’s

FORMULA SHELL API SP/GF-6 MARKET CHANGES

Date Month 2016

GF-6 will be signified by: GF-6a will be marked by the current starburst.

GF-6 classification by viscosity:GF-6a Viscosities: 5W-20, 5W-30, and 10W-30

Non GF-6 Viscosities: 10W-40, and anything higher

Back of pack labels changes where applicable:Updated API SN donut will reflect API SP GF-5 spec will be updated to GF-6

Shell Viscosities

API SP Capable?

Resource Conserving Capable?

GF-6 aCapable

GF-6 bCapable

5W-20 Yes Yes Yes N/A5W-30 Yes Yes Yes N/A10W-30 Yes Yes Yes N/A

Page 18: 2020 Portfolio Changes & GF -6 Upda t es · 2020. 3. 30. · 4/1/20 • Local media & consumer communications highlighting benefits of portfolio changes & decisions support the organization’s

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Pennzoil Por t f ol io Changes

August 2019 18

TODAY POST MAY 2020

Tier 4: Exceptional Pennzoil UltraFull Synthetic

Pennzoil Ultra Full Synthetic

Tier 3: Bes tPennzoil Platinum, Platinum

Euro & Platinum HiMiFull Synthetic

Pennzoil Platinum, Platinum Euro & Platinum HiMi

Full Synthetic

Tier 2: Better Pennzoil GoldSynthetic Blend

PZL Full Synthetic (Entry-Tier) – Q4-2020 US/ Q2 2021 CDN

Full Synthetic

Pennzoil GoldSynthetic Blend

Tier 1: Good Pennzoil & PZL HiMiConventional

Pennzoil & PZL HiMiSynthetic Blend

Page 19: 2020 Portfolio Changes & GF -6 Upda t es · 2020. 3. 30. · 4/1/20 • Local media & consumer communications highlighting benefits of portfolio changes & decisions support the organization’s

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Quaker St at e Por t f ol io Changes

August 2019 19

TODAY POST MAY 2020

Tier 3: Bes t

QS Ultimate Durability Euro QS Euro Full Synthetic

QS High Mileage Full Synthetic

QS High MileageFull Synthetic

QS Ultimate Durability QS Full Syntheticw/ Dexos

Tier 2: Better

QS Synthetic BlendDexos QS SAE 0W-20

Non-Dexos(Bulk Only)QS Enhanced Durability

Non-DexosSynthetic Blend

Tier 1: Good QS Advanced Durability & HiMiConventional

QS & HiMiSynthetic Blend