Director of Business and lubricants for Pennzoil-Quaker State Canada faced a serious problem - to overcome the apathy of customers to change the engine oil. Increasing the frequency of oil changes and improving retention of its customers are critical to the financial success of the company. In response to this challenge, the director had to decide on the adoption and implementation of major new advertising programs, one-to-one. This program was designed to create a closer relationship between consumers, retailers, and Pennzoil-Quaker State. Creating a program of work requires the active cooperation of the retail installers, who performed an oil change. "Hide
by Terry H. Deutscher, Christopher Spalding Source: Richard Ivey School of Business Foundation 25 pages. Publication Date: April 20, 2004. Prod. # 904A10-PDF-ENG
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