Auto Service World
Feature   January 1, 2009   by Auto Service World

Shell Recognized By Ontario Jobber

Ontario jobber Ideal Supply Company has named Shell Lubricants as the winner of its inaugural Field Marketing Summit Achievement Award for 2008. The award was accorded to the company based on performance in the field against a number of detailed targets agreed upon by Ideal Supply and its suppliers.

Though the award is new, the performance targets, and the meetings at which they are set, have been part of the Ideal Supply business plan for some time. “It is something that is unique to us,” says John P. MacDonald, vice-president sales and marketing for the 25-branch NAPA associate. “We started doing it in our electrical supply division 20 years ago, and brought it into our automotive business 10 to 12 years ago.”

Measurements cover sales integration, new product implementation, and achievements in line with the company’s market share strategy.

Last year the organization decided to recognize those companies and individuals who exceeded the targets set during meetings in 2007.

“Shell by far was in the lead of all companies involved,” says MacDonald. “They work hard with us each year.” MacDonald adds that this process is not a popularity contest. “There was no voting by anybody. It is all by the numbers. At the end of the day, they exceeded our expectations.”

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