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ADA Solutions: Overtaking Customers From Competitors

Market share for Brand X Oil and Gas has been on a steady decline, however this changed with the launch of their new fuels formulation in 2019.

They managed to increase sales and close the gap, but how could they conclusively determine if they made a dent in the competitor’s market share, managed to win over customers from competitors and more importantly who are these new converts?

Here’s where ADA’s solutions can help.

The Challenge

Brand X Oil and Gas is one of the leading oil and gas companies in the country with the highest number for petrol stations, an attractive loyalty program and strong local roots. However, year on year their market share has been experiencing a gradual decline resulting in a large gap between them and the market share leader – Competitor 1.

They released a new RON95 fuels formulation to address the problem and the campaign was a success. Brand X Oil and Gas grew against the odds, in spite of declining industry growth and declining growth for RON95.

But to overtake the competition they needed to make sure that the increase managed to make a dent in their competitor’s market share.

The Method

Brand X Oil and Gas aims to be the market leader by 2020 however their market share is now tracking behind the local market leader – Competitor 1. They needed to measure exactly where their new customers were coming from.

  1. Were they winning over customers from their competitors or just capturing new users to the fuel market?
  2. Were they converting loyal customers from their competitors or just those that switched around anyway according to promotional trends?
  3. Despite a successful campaign how could they determine who are their latest converts?

They needed to dive deep into data and draw real data-driven conclusions to accurately measure where their customers were coming from and ADA found the solution with 3 simple steps.

Brand X VS Industry Results In 2019

Download your copy here on how ADA helped Brand X overcome their challenges

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Vittorio Furlan

Head of Business Insights

business-insights

Vittorio Furlan

Vittorio leads Business Insights, a team dedicated to providing data driven solutions to gain positive business outcomes. Working closely with data analysts, data scientists, business consultants and industry experts, he uses artificial intelligence and machine learning, builds data lakes and analytics centres of excellence – with the aim to drive better decision making in the corporate world.

As a management consultant, he has worked with clients to define and implement their digital, data and analytics strategy. Among his accomplishments, he has helped banks to drastically improve customer experience, telcos to make use of their data and education providers to improve students’ performance.

He came to Malaysia to drive the growth of EY Data and Analytics where he created a full-fledged practice offering strategy, data science & engineering, and big data solutions.

On a personal note, he is a strong believer of “mens sana in corpore sano” – a Krav Maga practitioner, a trail runner and a biker even. A global citizen, he is fluent in English and Italian – has lived in Europe, UK, Middle East, Australia, and New Zealand and holds impressive credentials from Computer Science degrees to MBAs.