VCW for Prio: Accelerating EcoDiesel B15 Launch
Strategies to accelerate Prio’s EcoDiesel B15 launch with a strategic promotion campaign and innovative prototypes.
How can we accelerate Prio’s EcoDiesel B15 launch with a strategic promotion campaign and innovative prototypes?
This project addresses the challenge of accelerating the launch of Prio's EcoDiesel B15 through a strategic promotion campaign, utilizing the Value Creation Wheel (VCW) framework.
Overview:
Prio aimed to introduce EcoDiesel B15 at all its gas stations in Portugal by the end of the year, but faced the challenge of low customer awareness. The team used the VCW framework to develop a comprehensive promotion campaign, focusing on increasing awareness and driving sales among B2C customers.
Application and Process:
The process began with a diagnostic phase, analyzing Prio's current market position, competitors, and customer perceptions. The core challenge was defined: promoting EcoDiesel B15 to the B2C segment. The team then generated ideas and filters through surveys, interviews, and brainstorming. The POCR method was used to refine these ideas and filters. Through VCF, the team narrowed down potential solutions, focusing on co-marketing partnerships, loyalty programs, paid search advertising, and social media campaigns.
Key Takeaways:
Targeted Marketing: Focus on the "budget-conscious commuter" segment, emphasizing efficiency and cost savings.
Multi-Phase Campaign: Implement a four-phase social media campaign, starting with awareness and progressing to engagement and sales.
Strategic Partnerships: Leverage co-marketing partnerships with companies like Delta and automotive companies to increase visibility and drive sales.
Data-Driven Approach: Use survey data and KPIs to track campaign performance and make necessary adjustments.
Value Creation Funnel: The VCW funnel effectively narrowed down a large number of ideas to the most feasible and impactful solutions.
Conclusion:
The VCW framework effectively guided Prio in developing a strategic promotion campaign for EcoDiesel B15, demonstrating the methodology's effectiveness in helping companies address market challenges and accelerate product launches.