CEPSA: Winter lovers

CEPSA needed to get a jump on placing heating oil orders. Timing was important because businesses and individuals saw little difference in the product, and competitors' prices were very similar.

CEPSA: Winter lovers

Shackleton

ENTRY INFORMATION

Category: Communications/UtilitiesCountry where program ran: SpainDate program started/ended: 1st September 2007 - 31st March 2008

Product Description: CEPSA is an oil company which has a division dedicated to diesel-fuel heating systems.

Advertiser/Client Name: CEPSAMedia Channels: DirectMailPrintWeb AdvertisingWebsite: www.judgingishard.com/echo/winterlovers

STRATEGY

Marketplace Challenge:

For its heating oil product, CEPSA created a finance plan based on ANTICIPATING orders from its clients (building/facilities managers, condo communities, businesses and single family homes), and INCREASE its sales volume. With a product and price similar to the competition,...

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