Valvoline had dropped to a #5 market share position resorting to trade promotion and consumer price discounting to sustain volume and share goals. This short-term strategy hurt profits, brand image and reinforced parity status in a commodity-based category.
Research revealed that a hierarchy of “influencers” exists from master mechanics to race car crew chiefs to the neighborhood “do-it-yourselfer” or DIYer. We capitalized on research showing Valvoline as the preferred motor oil of ASE master technicians (“#1 choice of America’s top mechanics”) and Valvoline’s storied racing heritage to proclaim that “People Who Know Use Valvoline” by creating a fully integrated consumer based national, local and sports marketing campaign that utilized every conceivable medium.
Motor Oil Brand,
Up From #5
Price Point Increase