Pennzoil-Quaker State

Case Write-Up The problem of Pennzoil-Quaker State Canada (PQS) is that the Canadian consumption of lumber oil has decreased since 1999. In addition, the industry growth was estimated to draw in pass within next three years. Car owners were not automatic to follow the suggestion of their dealer or maintenance man to cast compute their beat back oil three quantify per year. The majority of gondola car users believed that they ar able to perish the usage time of motor oil over due to the better technology of the car engines and the tint of motor oil. In short, the biggest problem of PQS is how to addition customer holding and to secure their loyalty, moreover cook their motor oil pitch frequency. Four solutions available atomic number 18 listed below: 1. one-to-one program 2. ameliorate Roadside lean and engine Warranty 3. Discontinue Roadside Assistance and Engine Warranty 4. Do nothing If I were Reed, I would p enalize the matched program as the marketing strategy of PQS because this program contains 2 promotional tools that can process PQS to reach marketing objectives which ar perseveration programs and coupons. The matched program is type of continuity program. PQS whitethorn plus customer retention by launching the monitoring device card involved in the One-to-One program.

According to our textbook, continuity program can establish brand loyalty among customers and encourage companies to build databases to learn which individuals are their best customers. Through the One-to-One program, customer retention and loyalty are belike to increase by providin! g reminder cards to customer. It reminds them to change the motor oil, consider engine condition or even do that buy afterwards. While the One-to-One program also gives discount rate coupons to vehicle owners, it might be very effective to switchers due to their purchasing characteristics. In the text book, it mentioned switchers are very promising to be influenced because they will chose the one which seems to be the best value,...If you effect to get a full essay, order it on our website: OrderCustomPaper.com

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