Abstract:

This paper describes how research was used to help Shell UK to develop a strategy to understand and build relationships with consumers in a market which has become increasingly competitive: the UK petrol/ diesel market The paper demonstrates the need to identify different market segments and understand key motivators within the segments, in order to target and refine marketing activity. The findings show that, even in a market characterised by low involvement, it is possible to measure levels of brand commitment and identify those consumers for whom brand building remains a relevant course. The findings also show that it is possible to establish the relevance and relative importance of other aspects of the marketing mix to target segments and the implications of this for marketing strategy.