|
Situation:
|
An oil company wished to enhance its corporate profile through communications and public affairs initiatives.
|
|
Method:
|
Six focus groups were conducted in three Canadian cites, followed by 1,000 telephone interviews among the general public and 350 among customers.
|
|
Outcome:
|
The report assessed the relative importance of the evaluation criteria for developing a distinctive positioning statement, and ownership of these positions by various industrial sectors. The findings allowed the company to capitalize on its strengths and build a unique position among customers.
|
