With
an extensive network of petrol stations in the upwardly mobile
areas of Samara and Moscow, Yukos was keen to consolidate its
position.
When BP began entering Russia's domestic market with state-of
the-art petrol retailing, it set a new standard for the domestic
market. As a forward-looking organisation, Yukos carried out
detailed market research to establish its position and - because
of our far-reaching expertise in this area - involved us from
the debrief onwards.
Their primary aim was to take the lead in this young and open
market with a chain of forecourts that would build on national
and corporate pride. They also wanted to create a convenience
store that would offer a high quality retail experience in the
more economically advanced Moscow environs. All designs needed
to be protected from smaller companies copying them.
Our initial input was to explore a range of creative proposals
for the forecourt designs.
