Creating Convenience

How we carved a new market segment for a convenience store.

A leading convenience store was about to embark on their transition towards becoming a modern convenience store. See how we conducted a brand diagnosis to define a positioning for the brand as well as a targeted strategy to raise visibility in a saturated market.

The Brief

The challenge here was how could we develop a solid positioning for the brand as well as a targeted strategy to maximise opportunities to raise the brand’s visibility amidst the sea of bigger players.

Our Approach

To garner quality insights, we studied existing data trends as well as developed and conducted a consumer survey to:

01 Analyse the current industry landscape of the convenience store market.

02 Understand the competition’s existing marketing efforts.

03 Identify consumers’ food consumption behaviour and their needs.

04 Identify rising trends that can create opportunities.

The intention here was to understand how Malaysians saw convenience stores and ready-to-eat food as well as what they looked for in terms of convenience. The findings from the study and survey became the base of a creative strategy and communications framework to help enhance the overall brand visibility.

Recommendations

01 Create a unique value proposition of going beyond convenience.

02 Strategic development of promos and offerings anchored on their unique value proposition.

03 Targeted messaging
on the brand’s offerings and values to the target audience.

04 Build a brand story to
re-introduce the new and improved brand to Malaysians.