Creating Convenience

A brand visibility study on convenience stores in Malaysia

In an industry occupied with big players, it’s important for brands to keep evolving to meet the changing consumer demand and keep brand visibility up.

COMMUNICATE carried out a brand diagnostics exercise for a leading convenience store to help them ensure greater brand visibility as they embark on their transition towards becoming a modern convenience store. 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.

We kicked off with a consumer insight study.

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

  1. Analyse the current industry landscape of the convenience store market
  2. Understand the competition’s existing marketing efforts
  3. Identify consumers’ food consumption behaviour and their needs
  4. 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.

We then arrived at a strategic recommendation for the brand.

The idea here was to position the brand as more than just any ordinary convenience store but as one that will do more and provide more for its customers. To do so, we recommended:

  1. Creating a unique value proposition of going beyond convenience
  2. Strategic development of promos and offerings anchored on their unique value proposition
  3. Targeted messaging on the brand’s offerings and values to the target audience
  4. Building a brand story to re-introduce the new and improved brand to Malaysians