The problem of Pennzoil-Quaker State Canada (PQS) is that the Canadian consumption of ram oil has decreased since 1999. In addition, the industry growth was estimated to make pass within next three years. Car owners were not automatic to follow the suggestion of their dealer or repairman to castrate their beat back oil three times per year. The majority of gondola car users believed that they ar able to extend the usage time of motor oil overdue to the improving 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 alter their motor oil pitch frequency.
Four solutions available are listed below:
1. one-to-one program
2. ameliorate Roadside tending and Engine Warranty
3. Discontinue Roadside Assistance and Engine Warranty
4. Do nothing
If I were Reed, I would execute 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 are perseveration programs and coupons. The One-to-One program is type of continuity program. PQS whitethorn increase customer retention by launching the admonisher card involved in the One-to-One program.
According to our textbook, continuity program can establish brand loyalty among customers and help 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 providing reminder cards to customer. It reminds them to change the motor oil, equate engine condition or even do that purchasing 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 likely to be influenced because they will chose the one which seems to be the best value,...If you extremity to get a full essay, order it on our website: Orderessay
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