Petronas Dagangan Berhad has grown an ecosystem of service offerings & ventures, including Setel and Logistika. Setel started out addressing customers’ pain-points at petrol stations and subsequently built an App to fix those pain points. The App allowed customers to fill-up at Petronas Service Stations and shop at their Mesra Convenience Stores, without leaving their vehicles. Logistika was created to address customer pain points in parcel delivery; taking advantage of the network of Petronas Service Stations by enabling them to become mini logistics hubs.
Setel Management saw the opportunity to grow their offer, expand beyond Petronas’s Service Stations and in the process create a Super App to offer a wider range of services that could innovate everyday transactions for both consumers and businesses.
Tangible won the pitch to help Setel better articulate the business strategy and also develop the brand architecture. Setel needed a positioning and framework that gave them the flexibility to grow and also transition Logistika to become a Setel offer. Tangible’s approach to develop, model and test hypotheses proved very successful in aligning different stakeholders.
Tangible refined the Setel logo to work across a number of different applications and production processes. We then articulated the categories and brand names for the different offers under Setel’s expanded capabilities, including transitioning ‘Logistika’ to ‘Setel Express’. Tangible then developed the Visual Core Elements, guidelines and a communications roadmap for Logistika to transition to Setel Express.
Tangible’s market research capabilities proved very useful in testing with both B2B and B2C customers’ preferences. We were able to better understand what they valued, what competitors did well (and badly) as well as preferences for Setel’s offer and category names. This proved a very compelling process in aligning Petronas Dagangan Berhad’s senior management with the Setel team.