CASE: SME Fuel
Sustainability of the brand strategy through Category Entry Points
The world of mobility is changing and so are the companies that are active in this field. One company that is working hard on the transition to smarter and cleaner transport solutions is MKB Brandstof. The organisation has chosen a new path and its dream is a world in which people are in balance with each other and with nature.
Until 2020, the business model of MKB Brandstof was mainly focused on offering fuel cards as a convenience solution for self-employed people and SMEs. In order to realise the shared dream, the company has embarked in a new direction, in which sustainability and convenience go hand in hand. New, sustainable solutions such as charge cards and charging stations are already on offer. But how do you translate this into a brand strategy that fits your own ideas and meets the needs of customers and prospects?
In order to get a data-driven answer to this question, MKB asked Fuel Validators to conduct research. A first step towards a new strategy was to determine the Category Entry Points (CEPs). These were determined through preliminary research and an interactive, internal workshop. Subsequently, a large-scale survey was carried out among the target group, in which the relevance and brand consideration (also of competitors) were measured using the CEPs. The Reasons Not To Buy (RNTB) were also part of the process to find out which barriers can be removed to persuade prospects to choose MKB Brandstof.
The final step of the three-stage rocket is the implementation of a custom-made dashboard in which MKB Brandstof has all the possibilities to dive into the data itself. This allows the desired splits and deep dives to be made at any time in order to make data-driven decisions.
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