2011: Product Channel Differentiation (Phase 3)
PRODUCT CHANNEL DIFFERENTIATION – Phase 3: Portable Heavy Duty and Light Duty Driveability Service Kits
Executive on Demand Position:
President, Chief Operating Officer, Vice President Sales and Marketing, General Manager, Vice President Market Research
Phase 3 – Project Outline:
Market segmentation is a big part of growing sales for any company. When a market penetration strategy is developed it must include plans that allow for entering different markets at different price points. As outline in the original driveability service equipment program, market segmentation is critical in maximizing distribution and sales potential. The Heavy Duty and Light Duty professional series of service equipment addresses the need to grow sales in the professional service locations, but it does not take advantage of attracting the Do-it-Yourself/Shade Tree Mechanic market.
Phase 3 – Project Outcome:
To address this market it required a re-engineering of the driveability service equipment for use in any location where there may not be any compressed air or electricity readily available. For this reason, the service kits include a 12 volt cigar lighter connected air compressor to provide the charging of the service equipment to deliver the cleaning chemicals used in the services.