Commercial fleet tyres
Multi-country B2B segmentation in commercial fleet tyres
Understanding needs
To support their European launch, Apollo commissioned us to conduct a segmentation of the European truck and bus market in order to guide positioning, communications and strategic targeting.
Connecting data
We conducted a multi-stage research programme, including stakeholder interviews, immersion in published data and reports, and a bespoke qualitative phase of work for deep understanding of market dynamics.
This informed the main quantitative phase – telephone interviews with 600 fleet decision-makers across 3 European countries.
Driving change
The solution enabled Apollo to separate those who buy largely or solely on price from those seeking a much more value-added approach from their transportation partners. A solid platform upon which to launch the brand in Europe.
Just wanted to let you know that all your hard work has come to fruition at last! We launch Apollo Truck and Bus Tyres soon. All very exciting!
Richard Farrell
Head – Global Marketing Communications and Insight