Entry to the US motorsport market - sustainable fuel
Following success in the UK and European market with Sustain, Coryton contacted ROOTS. to assess if there was a commercial market opportunity for the brand in the US, what routes to market may be most suitable and how to approach entry to market.
This project was split into two parts:
To commence, ROOTS. was first asked to do an in-depth US motorsport market analysis to assess the feasibility of market entry for Coryton. This included desk research, stakeholder interviews with US motorsport representatives and influential stakeholders as well as an analysis of all available data and information to highlight possible market entry opportunities.
The project was then followed by a trip to the USA to meet with leading US based motorsport stakeholders, making use of ROOTS. contacts built over more than a decade in the industry, to hold intro discussions and discuss marketing and commercial opportunities locally.
ROOTS. also asked produce a brand brochure to be used for business development.
Our ROOTS. contacts showed an overwhelmingly positive response to meeting Coryton and learning more about Sustain.
8 meetings with US based motorsport stakeholders (four-wheel).
5 partnership opportunities
3 requests to test and trial Sustain by Coryton
Opportunities to be included in US government discussions around new legislation
3 event/marketing opportunities with leading automotive organisations
1 glossy brand brochure