Enabling a Convenience/Fuel Provider to Strengthen their Relevance
Challenge
Frustrated with a lack of strategic direction from their current program, a prominent regional convenience store needed to transition to a forward-looking solution that could drive their future marketing strategy.
The client needed a roadmap with clear next steps and focus to improve traffic/sales.
Key objectives included:
- Monitor brand performance versus competition
- Measure and track key brand equity dimensions
- Integrate with current segmentation and financial data
- Identify tactics to expand market share
Approach
M/A/R/C®’s brand tracking solution measured Brand Relevance and Brand Strength – future-oriented metrics which are reflective of true in-market potential. Additionally, the initiative captured key consumer perceptions and identified drivers of Relevance that activate desired consumer behavior.
- Target audience: Adults 18-64
- n=~3000 per quarterly wave
- 15-minute online survey
Outcome
- The client was able to develop a seasonal calendar specific to category and region that leveraged drivers of Brand Relevance to increase store traffic.
- Additionally, the brand health effort was extended to emerging markets to hone the market-entry campaigns to accelerate awareness and growth in market share.