In the context of conducting an European study to test a new concept for Premium fuels in countries such as Hungary and the Czech Republic, MOL Romania initiated the collaboration with MKOR Consulting.
The purpose of the collaboration was to test the new branding concept for MOL gas stations locally. Since the study conducted by MKOR validated the positive impact of the proposed concept on the Romanian market, it was finally adopted.
Brand Concept Testing in the Fuels Market
The research consisted in administering face-to-face questionnaires in 15 of the MOL locations in the country. The results of the study uncovered the link between the proposed concept and the different consumer profiles of the gas station chain. The analysis targeted different consumer segments in terms of gas consumption frequency or the monthly budget allocated to fuel.
Thus, the study showed that the new branding concept for a premium fuel was mainly appreciated by those in the target segment. The research results led to the endorsement of the new image in all gas stations in the country, as well as in other countries in the region.
The Research Objectives
In this research, we considered a set of objectives that enabled us to prospect the market and measure the attitude towards the new brand concept:
- Perception of MOL gas stations;
- Perception of brand descriptors;
- Message testing;
- Brand potential (Intention to use the brand).
About the Research
The research targeted the fuels market in Romania and aimed to assess the opinion of customers about the new type of fuel available in MOL gas stations, by administering face-to-face questionnaires to customers of the gas station chain.
About MOL Romania
MOL Romania is a subsidiary of the MOL Group and one of the most important oil & gas companies in Romania, with a presence of over 20 years in the domestic market. The company has an extensive portfolio of products and services, being specialized in the field of trading fuels, lubricants, petrochemicals and bitumen. Currently it owns 218 gas stations, 2 fuel depots and a LPG terminal.
Contact us for your project
For us, research is the most effective source for defining and implementing successful strategies. That is why, especially when it comes to marketing and communication, we like to get valuable feedback directly from the source.
This way we can identify what messages people from the target audience best resonate with, and not only. The results obtained from branding and rebranding concept testing enable us to define user personas and to come up with strategic recommendations for launching or market positioning.
Moreover, since we know that our clients are also curious, we have developed MKOR Business Intelligence: a customizable dashboard, where you can follow live consumer trends and be up to date with the market research.
If you think we can help you, we, the MKOR specialists, assure you that:
- We will choose the right methodology to achieve your objectives,
- We will conduct the project at a high quality level,
- The end results will exceed your expectations.
Let’s talk! We are just a video-call away. 🙂
MKOR studies in the context of market uncertainty
The past years experiences have made us feel that uncertainty is the only constant, and real-time access to market changes can make all the difference.
That is why, at MKOR, we respond to the need for data anchored in the current reality through the first live market study in Romania – Consumer Trends.Live. This complete market intelligence tool is the only resource that constantly provides data on the analysed markets and consumer behaviour, no matter what happens.
Gain the competitive advantage with market data, which you can find even as they happen, with a single click in the interactive dashboard!
