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Penzoil Quaker State Essay

2073 words - 9 pages

Introduction
The Pennzoil Products Company and Quaker state corporation joined on December 1998 to become one of the leading worldwide automotive consumer product companies. The company was marketing more than 1300 products in more than 90 countries. Quaker State Company before its merger with Pennzoil was operating since 1932 in Canadian market and was successful in capturing the market share. Pennzoil entered the Canadian market in 1989 which was quite late as compared to Quaker’s inception. With its marketing strategies Pennzoil was able to capture the lube market and reached on number fourth position in market share. After their merger a subsidiary of the PQS named Jiffy Lube became ...view middle of the document...

Due to less price premium the DIFM market share increased and vehicle owners moved to convenient technique. The DIFM was served into 4 categories of retail installers who were responsible in boosting the market share of DIFM sector. The four broad retailers are new car dealer, repair specialist, mass merchant and quick lube. The new car dealer is the leading market share holder who contributed 42 percent market share.
With the increase in DIFM market the manufactures plus their marketing partners would have serious concern because they could manipulate vehicle owners in buying their product and creating awareness to increase the oil change process. The consumers are not abiding the guidelines by the oil manufacturers because they lack interest or knowledge on when to change and why to change the oil on time. The another anxiety for the manufacturers and marketing partners is that there is a misconception that due to technological advancement each and every car requires long time interval oil change which in fact would result in creating negative impact car’s performance. In order to overcome the situation the PQS can use certain techniques to like continue to educated consumer on importance on regular oil change, they can also persuade the retailers to enforce the consumers to increase oil change or they can focus on selling more technological advance oil so that oil change mileage age would increase that would give relaxation to vehicle owners. PQS must maintained friendly relationship with consumers and promote their oil through discount schemes and after sale services if anything goes wrong in their products.
The final consumers are not aware of the quality of oil and even sometime they don’t have an idea which brand is the best in terms of performance, effectiveness, efficiency and cost. The main factors that tend to influence which brand a consumer should use is mostly on the hands of the retail installers, he might be mass new car dealer installer or mass merchant. When the vehicle owner goes at a service station he might be manipulated by the installer employees on selection the oil brand. Sometime advertisement also plays the part because excess advertisement can lead a consumer to buy what the company wants him to buy. The available list of oil, promotion schemes like discount, after sale service, free tips to boost performance of the car might also help in influencing the sales of particular brand. Out of all the factors installer manipulation can be fundamental aspect for increasing the sale of any of the brand’s oil because installer’s employees are the one who end in deploying the oil which they have selected from the manufacturers. To conquer the market share and sales PQS should develop strategies so that the oil which would be poured into consumers cars would be of PQS. The company should build strong relationship with all installers from new car dealers to quick lube retailers. They should give huge incentive and commission...

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