Topaz's Play or Park
Agency: Target McConnellsMedia: PHDClient: Topaz
Introduction & Background
In 2013, Topaz - Ireland's largest fuels/convenience retailer - faced a very challenging commercial reality with a number of distinct challenges:
- The brand was experiencing declining market share.
- The overall Fuels market was predicted to decline by 6%.
- Research showed that 72% of customers claimed to "either know the exact price of fuel or have a good idea of the price" and 36% claimed to choose their stations solely based on the cheapest price1. As such, customers consider fuel to be...