Aaron Jonnerson, vice president of marketing at Avellin's automotive department, must make marketing mix decisions for the launch of Eco7, a new motor oil that is environmentally friendly. However, Jonnerson confronts major challenges in ensuring a successful start.
Additionally, the independent oil change outlets that are Avellin's core customers have declined relative to other stations. Jonnerson must advice the company regarding a relevant pricing strategy. The Eco7 case asks students to analyze consumer behavior and channel conflict and factor them in a product launching. The start comes at a time when the company may have to adapt to changes in a marketplace that is increasingly commoditized and in which the relative value of different distribution channels is transforming. Students must suggest tradeoffs the business should make and also recommend different pricing and distribution that must be adopted by Eco7.
PUBLICATION DATE: September 15, 2015 PRODUCT #: 916507-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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