Context & objectives
Shell's Lubricants division operates across multiple industrial sectors globally.
As a premium brand, it's becoming increasingly important for Shell to be able to deliver value to its customers by shifting from a functional, supplier relationship to one that is more akin to a partnership where trust is developed and stable, long-term business is secured.
The challenge facing Shell was to develop a segmentation which could provide a common language and understanding of this audience to be used for sales, marketing & innovation strategy. To make this viable across such a disparate audience required an approach which tapped into more deep-rooted drivers, going beyond the superficial differences between customers in different sectors and markets.