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                                                              Founded in 1986, Incorporated in 1989

  
     
 

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  Product Repositioning
 
  TECHRONŽ Concentrate Fuel System Cleaner
  
  Objective
  To relaunch Chevron TECHRONŽ Concentrate Fuel System Cleaner to be more competitive in 
  the high end of the fuel additive category.
 
  Strategy
  Develop a totally NEW positioning for the Chevron TECHRONŽ Concentrate brand and
  effectively communicate it to the target markets: trade and consumers.
 
  Tactics
  Work closely with a prominent design firm to develop a new packaging approach, featuring
  an easy to pour bottle with a long off-set neck, oval shape and high visibility label graphics.
  Create a NEW central theme for the brand: "Power Play"; use both advertising and
  promotion programs to convey this theme. Develop a program to impact the Trade, this 
  included:
  Develop new materials to relaunch the brand with consumers; these include:
  • New consumer "Power Play" ad
  • $1 Million introductory consumer print advertising program in key publications
  •  :30/:30 Radio Program in selected markets
  • "Internet" ad banner with rebate offer
  • Consumer brochure
  • Promotional offer of a free hat supported by tear-off pads and 1/3 adjacent ads in magazine
  • In-store counter and floor product displays
  • In-store video
  • Window poster
  • Shelf talker
                                        640 Davis Street, Suite 12
                                          San Francisco , CA 94111
 
                                                 Tel: 415 421-4141
                                                 Fax: 415 421-3344
 
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