Client—India’s leading consumer goods company

Business Challenge

Owing to the entry of aggressive private-sector players, the client faced growth and margin pressures.

How We Helped

Accenture undertook a 16-month programme to develop a retail strategy and assist implementation planning. The project team had five consultants, who were supported by a global team of subject-matter experts from the United Kingdom, the United States and Germany. The work included diagnosing, defining and piloting strategy and enabling implementation: Leveraging diagnostic tools and global insights to diagnose client's value proposition Commissioning one of the largest consumer research projects in the oil industry to segment customers Developing a need-based segmentation approach to identify segments and generate insights Leveraging the Accenture Retail Value Proposition Architecture to develop a customer-centric value proposition for each of the identified segments Defining seven formats to deliver value proposition to desired segments Piloting the strategy at select sites Conducting workshops at 20 locations across in India to achieve organisational alignment

High Performance Delivered

Uplift in fuel volume and non-fuel revenues in outlets where recommendations were piloted. Improved customer satisfaction was reported through independent surveys conducted and awards won by the client.