A Fortune 10 company’s automotive fuels brand shifted to a franchise-like business model to operate its network of gas stations. Without direct control of on-site operations, the company felt it could benefit from improved execution of marketing communications programs across the network.
Action
We collaborated with company leadership to tailor our proven capabilities and frameworks in ways that would deliver the insights needed to inform new approaches to marketing execution.
Opportunity Assessment & Identification
By assessing and comparing processes and approaches from retail leaders like McDonald’s and Starbucks, we identified key learnings and best practices.
Conducting numerous interviews among both internal and external stakeholders allowed us to better understand key gaps, barriers, and opportunities.
Models and Tools
We created a deployment tool and roadmap that provided a concrete action plan and deliverables:
- Created a holistic solution and guidelines for improved marketing execution Guided the creation of a Field Marketing
- Organization to support marketing tools and processes
- Delivered a detailed plan and success criteria for strengthening the field organization’s capabilities
Impact
Implementation of our solution and recommendations contributed to exceptional outcomes for the brand and business:
- Increased 30% in its brand appeal ratings
- Grew 21% in its network of stations
- Gained significant market share
