Product Repositioning

TECHRON^® Concentrate Fuel System Cleaner

Objective

To relaunch Chevron TECHRON^® 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 TECHRON^® 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:

• "Teaser" ad to the Trade to announce the new bottle
• Product "Introductory" ad to the Trade
• "Merchandising" program trade ad
• "Trade sell-sheet" with product specifications
• Product clip art
• Sales training kit

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