Private Brand: Asia Brand Placement (Part 2)
ASIA BRAND PLACEMENT (PART 1):
Executive on Demand:
President, Chief Operating Officer, General Manager, Vice President Sales and Marketing, Vice President Logistics
Project Outline:
A great deal was learned on establishing and developing sales channels for the “T”, “R” brands in the China market and the “R” brand for the Taiwan market for automotive service and maintenance chemicals. Inquiries continued to be received by the North American manufacturer and again a request was made to develop a strategy that would permit the distribution and sales for the fastest growing market – Asia.
Project Outcome:
A newly expanded strategy was developed to enhance the market penetration potential. First, the current “T” and “R” brands in China users were restricted use of the brands in a single province. This provided the company with the opportunity to work with other automotive performance chemical manufacturers for distribution and sales opportunities. In addition the “C” brand that had ignored for years was re-registered in North America and then its use expanded to include the China and Taiwan markets. Moving forward, the North American OEM approved automotive performance chemical manufacturer had available a portfolio that included three brands which could all be marketed in each of the 33 China province divisions (22 provinces, 4 municipalities, 5 autonomous regions and 2 special administrative regions) and Taiwan.