TOTALENERGIES
As part of a postgraduate business practicum at the University of Melbourne, I worked within a consulting team on a strategic marketing project for TotalEnergies, a global multi-energy company.
Over the course of the engagement, we explored the Australian market through primary research, industry analysis, and stakeholder engagement, translating our findings into strategic recommendations to strengthen brand positioning and identify growth opportunities.
The project brought together analytical thinking, creative strategy, and client collaboration, culminating in a comprehensive report and presentation to company representatives and university faculty.
Market Research
Good strategy begins with understanding the people behind the market. Through stakeholder interviews, fieldwork, and competitive analysis, our team explored consumer behaviours, purchasing decisions, and broader industry dynamics.
I contributed to the research process and synthesis of findings, helping turn complex information into clear insights that could inform strategic decision-making.
Brand Strategy
Building on our research, we explored opportunities to strengthen brand relevance and connect more meaningfully with Australian audiences.
My work involved evaluating the competitive landscape, identifying potential areas for differentiation, and contributing to strategic recommendations that balanced commercial objectives with consumer needs.
Brand Activations
An important part of the project was considering how brand strategy could translate into tangible customer experiences.
I contributed to the development and evaluation of marketing concepts spanning brand partnerships, promotional initiatives, and customer engagement opportunities, with an emphasis on connecting creative ideas to practical business objectives.
Strategic Recommendations
& Client Presentation
The engagement concluded with a comprehensive strategic report and presentation to TotalEnergies representatives and university faculty.
Working collaboratively, we brought together our research, analysis, and proposed initiatives into a cohesive set of recommendations, communicating both the strategic rationale and practical considerations behind our approach.