Winning In New Growth Segments

Challenge

Castrol wanted to understand the brand decision journey of CIY (Change-It-Yourself) 4-wheeler owners in Thailand - particularly those who hadn’t committed to a specific engine oil brand before visiting a workshop. The brand aimed to uncover how trade partners (mechanics, advisors) influence brand choice at point-of-service.

Our Approach

ADNA conducted a dual-module study covering both consumers and workshop professionals to map the influence chain.

✅ Targeted CIY consumer segment (aged 25–49, vehicle owners out-of-warranty)

✅ Parallel interviews with workshop staff and service advisors

✅ Deep segmentation by demographics, channel preference, vehicle type

✅ On-ground fieldwork completed in March 2024 via the ADNA audience platform

Outcome

📈 606 CIY consumers surveyed and 75 workshop staff interviewed

🧠 90% of consumers had a brand in mind — but 87% ultimately switched based on workshop recommendation

🧰 Mechanics were the top influencers, involved in 68–84% of consumer interactions

🎯 Top factors influencing brand switch: quality perception, staff endorsement, and cost-effectiveness

💬 Trade-side influence driven by loyalty programs, sales targets, and product familiarity

🛠️ Independent Workshops emerged as key purchase channels for CIY consumers