The Director of the lubricants business of Pennzoil-Quaker State Canada is facing a major challenge – overcoming apathy customers about changing engine oil. The increase in the frequency of oil changes and improving the retention of its customers were critical to the economic success of the company. In response to this challenge, the director had to decide on the adoption and implementation of a major new funding: One-to-One. The program was designed to create a closer relationship … Read more »

The Director of the lubricants business of Pennzoil-Quaker State Canada is facing a major challenge – overcoming apathy customers about changing engine oil. The increase in the frequency of oil changes and improving the retention of its customers were critical to the economic success of the company. In response to this challenge, the director had to decide on the adoption and implementation of a major new funding: One-to-One. The program was designed to create closer ties among consumers, retailers and Pennzoil-Quaker State. Make the program work required active participation from retailers installers who performed the oil change.
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from
Terry H. German,
Christopher Spalding
Source: Ivey Publishing
25 pages.
Release Date: 20, April 2004. Prod #: 904A10-PDF-ENG
Pennzoil-Quaker State Canada: The One-to-one decision (A) HBR case solution

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