Market Restructure Analysis
Skeljungur, founded in 1928, is one of Iceland’s three oil companies. Its products ranged from gasoline sold at the pump, to lubricants and industrial fuels. When the company decided to restructure they reached out to brandr Index.
Gudmundur Johannesson, Product and Sales Manager explains: “We had decided to divide the company, to be able to focus on two different segments of the fuel business. Skeljungur now covers mostly Business-to-Business (B2B) services, while the other company focuses on retail.”
“It was a very sensitive process. We are one of the biggest companies in Iceland, with a distinguished history that is almost a hundred years old. We needed to understand how our customers perceive and react to the new Skeljungur.”
Gudmundur says that they needed “fresh information on their status in the marketplace”—an objective, analytical tool to analyse customers’ perceptions of the company. But, there was also something else. During the reorganisation of the company, says Gudmundur, “it was necessary to re-establish the company’s culture”.
“The results pointed the way for us, they gave direction to our marketing team. Remember that before we split into two companies all of the marketing was done by the retails side of the business”
Company Culture Transformation
“Internally, we needed to look at our values, how we work together and all the other things that make up the culture of a company. This was in addition to any marketing that we were doing. After talking to Fridrik Larsen, the founder and inventor of brandr Index, we realised that brandr Index would cover everything that we needed to do.”
In Gudmundur’s words, brandr Index was of tremendous help to the company’s small marketing team. “The results pointed the way for us, they gave direction to our marketing team. Remember that before we split into two companies all of the marketing was done by the retails side of the business.”
“Skeljungur had to start from scratch. We were a new company, we even had a new location, and now we had our own B2B market segment. But, from the very first contact with brandr Index my impressions of the product were very positive. I was very confident that it would help us get the job done. In fact, I was convinced it was the right tool for us.”
Exceeded Expectations: Surprisingly Detailed Insights
When asked how useful he found brandr Index on a scale of 1 to 10 (where 10 is “extremely useful”), Gudmundur give is a clear nine.“We got a sense of what we needed to work on and our status compared to our competition. We got so much good material out of this exercise. It was a lot more detailed than I expected, which was really positive. It was very useful in sharpening our focus and especially in defining our culture.”
“I would always recommend brandr Index. On a scale of 1 to 10, I would give it a ten without any hesitation. The professionalism of the people working at brandr Index, the quality of the tool and the support we had received, has convinced me that we should be taking another brandr Index survey.”
“We got a sense of what we needed to work on and our status compared to our competition. We got so much good material out of this exercise. It was a lot more detailed than I expected, which was really positive. It was very useful in sharpening our focus and especially in defining our culture”
