The Challenge: The potential for a petrochemical company to grow into more than just fuel is huge. But, without any previous research in the non-fuel category, the client needed to create a new global segmentation to establish the size of the opportunities for them.
The Solution: Working closely with the quant partner, I defined people’s 'food and drink needs' to form a platform for a quant segmentation.
Then, I determined how convenience stores solved these needs and identified white spaces for the client to do all this. The project ran across the globe (Europe, North America, Africa and Asia) with online pre-tasks to drill into people’s basic food and drink needs, followed by viewed focus groups to explore the convenience store landscape in each market.
Outputs demonstrated what the brand had license to do, recommended solutions (format, range, service & value) and guided future marketing campaigns.
The agency & my role: Sparkler, working as an Associate Partner.