2007: Value Proposition
Executive on Demand:
Chief Operating Officer, Vice President Sales and Marketing, Vice President Research and Development, Vice President Logistics, General Manager and Director of Procurement
Project Outline:
Create a family of new products for an automotive packager of service chemicals to be sold to automotive maintenance Do-it-Yourselfers. Create a value proposition that makes it easy to sell the products as an add-on product sale to an existing do-it -yourself type of service.
Project Outcome:
Researched the automotive do-it-yourself market for common services performed to identify opportunities. The products needed to be packaged in kit form providing all necessary products and instructions to properly perform the service. In addition, the kit program cost objective required that the retail consumer price be set at $9.95 and provide the opportunity to promote the product at a sale price of $5.95, a 40% savings. The kits developed for the program are as follows:
The Buddy Program:
The packaging used for the program is a plastic clamshell that is universally designed to hold two 250ml long neck bottles, two 350ml short neck plastic bottles, two 12 oz aerosol cans or one 12 oz aerosol can with either a 250ml long neck or 350ml short neck plastic bottle. The family of Buddy Products developed are as follows:
1) The Brake Bu
ddy:
The kit includes a 12 oz can of Single axle Brake Cleaner and a 250ml bottle of Dot 3 or Dot 4 Brake Fluid. An optional tube of white lubricant could be added to the kit.
2) The Coolant Buddy:
The kit includes a 350ml cooling system flush product and a 350ml coolant additive to enhance the lubrication and protection properties to reduce wear of a aluminum cooling system components
3) The Engine Cleaner Buddy:
The kit included a 12 oz aerosol can of carbon deposit remover and a 350ml concentrated fuel injector cleaner. The aerosol based carbon deposit cleaner included the specialized tool to simplify and properly introduce the cleaning fluid into the engine.
4) The Underhood Detailing Buddy:
The kit included a 12 oz can of foamy engine degreaser and a 10 oz can of plastic and rubber cleaner.