DESCRIPTION:
Reconsider market share declining compare to Castrol for years, Shell decide to improve its database to push sales across their products. CPM was chose to scan outlets by geography in every inches to make sure no miss outlet and redraw full picture of oil market in 3 key cities: Ha Noi, Ho Chi Minh and Da Nang.
Acquire retailers’ data
Measure Shell’s market size compare to their competitors
CPM SHOW:
Set route plan: Right-hand rule
Mapping: every outlet is mapped on Google, so that we can view by coverage of each type of outlet to avoid duplicated data.
Result: Achieve 95% target, acquired:
HDEO channel: 915 outlets
MCO channel: 14,193 outlets
PCMO channel: 807 outlets
