Quaker State

Strategic Problem Statement

Following the 240-day field trial of the One-to-One program, the director Mark Reed is faced with the question if they should or should not implement the One-to-Oneprogram.


Tactical Problem Statement

If move to implementation, how to demonstrate the benefits and the earlier success to the new quick lubes to participate.

Issues

Only one test site hasbeen used to gather data

Service fee that quick lubes have to pay

The minimum number of retailers participating in the program to justify the set-up costs

To increase the frequency of oilchanges

To improve the retention of its customer and keep brand loyalty

Need to sell the program

Alternatives

Extend the field trial to more locations with different scenarios for the threekey dimensions: average ticket, daily vehicle count and mix of synthetics. By doing this they would have the impact for the retailers with lower average ticket and in the opposite the ones thatalready have a higher ticket value, if they could expect also a significant increase.

Recommendations




PENZOIL-QUAKER STATE CANADA

The director of Lubricants business for Pennzoil-QuakerState Canada is faced with a significant challenge - overcoming the apathy that many consumers had about changing their motor oil. Increasing the frequency
of oil changes and improving retention of itscustomers was critical for the financial success of the company. In response to this challenge, the director had to make a recommendation on adoption and implementation of a major new promotionalprogram. The program, called One-to-One, was designed to create closer relationships among consumers, retailers and Pennzoil-Quaker State.



There are a number of important issues involved within themotor oil market. One of major concern to PQS is the overly apathetic and ignorant mindset of the average consumer regarding frequency of changing motor oil. This is largely due to consumer...