Shell Lubricants qualitative segmentation study

Shell, an oil industry company, launched a large-scale ethnographic study to inform its global innovation and growth strategy, providing a new direction for redefining relationships with customers in the UK.

Campaign details

Brand: ShellAgency: BAMMCountry: UK

Synopsis

Context & objectives

Shell's Lubricants division operates across multiple industrial sectors globally.

As a premium brand, it's becoming increasingly important for Shell to be able to deliver value to its customers by shifting from a functional, supplier relationship to one that is more akin to a partnership where trust is developed and stable, long-term business is secured.

The challenge facing Shell was to develop a segmentation which could provide a common language and understanding of this audience to be used for sales, marketing & innovation strategy. To make...

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