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BPMM6013
Marketing Management
Eco7 : Launching a New Motor Oil
Hafizullah Mohd Amin 822481
See Pei Hiam 822112
Zuhadi Shamsuddin 822416
Content
• Executive Summary
• Introduction
• Situational Analysis
– STP Analysis
– SWOT Analysis
– BCG Analysis
• Financial Forecast
• Controls
• Conclusion
• References
• Proposed Marketing Objective
• Proposed Marketing Mix Strategy &
Tactics
– Product
– Price
– Place
– Promotion
Executive Summary
• Consumer interest in “green” automobile technology, such as
hybrids or electric vehicles, had increased steadily.
• Most research and development focused on improving fuel
efficiency, alternative energy sources, or reducing emissions.
• It had generated significant buzz within the industry and initial
sales penetration of channel partners had shown promise, but
the green motor oil market was clearly in its infancy.
Introduction
1936
Founded in
United States
1980s
Focused on becoming the
preferred brand in the
DIFM channel
1995
Divested its petroleum division,
exiting the lower margin business of
refining and marketing fuels
2014
Operated 10 lubricant
blending and packaging
plants; 7 regional distribution
centers
2005
Sluggish growth and
Avellin start losing it’s
market share
2012
Start developing a new motor oil
manufactured from recycle
materials
7
Initiators
DECISION MAKING UNIT
Consumer Behavior
A complex buying behavior backed
by extensive research
Dissonance reducing buying
behavior with inclination towards
brands with high awareness
HIGH
INVOLVEMENT
Less
likely
More
likely
Planned
Purchase
Urgent
Replacement
Information
Gatherers
Influencers
Decision
Makers
Purchasers
Users
Need to change motor oil by the driver of
the vehicles
• Sudden requirement
• Planned – Self
• Planned – Schedule
Service provider / friends / family / research
by self / service engineer / firms owners
Driver with/without advice from technical
consultant
Owner of vehicle / owner of firms
Need to replace perceive by the driver of
vehicle
1
2
3
4
5
6
• Older
• Higher income
• Had more education
• Live in metropolitan area
Demographic
STP Analysis
Passenger Car Motor Oil
do-it-yourself (DIY) do-it-for-me (DIFM)Segmentation base
Behavioral
• Younger
• Less affluent
• Live in smaller towns or
rural areas
Psychographic • Favored trucks & sports
utility vehicles
• Know more about their
vehicles
• Traditionalist
• Prefer foreign cars and
luxury vehicles
• Don’t worry much about the
details
• Professionals
• Cost-conscious
• Customer-loyalty
• Quality-conscious
• Rely on professionals advice
STP Analysis
PCMO Consumers
Price
Focused
45%
Quality
Focused
30%
PCMO Service Providers
32% Fast Lube
29% Car Dealer
12% Oil Change-plus
10% Mass merchandisers and clubs
9% Repair shop
8% Others
?
STP Analysis PCMO Service Providers
Car Dealer
Oil Change-plus
Mass merchandisers
and clubs
Repair shopFast Lube
The value proposition was the speed
with which the oil change service could
be completed—often in just thirty
minutes.
Car dealers focused on the sale or lease
of vehicles and usually provided after-
sales service, particularly as part of the
vehicle warranty.
The outlets were usually specialty stores
focused primarily on a specific product
or service, such as tires, mufflers, or
brakes, rather than on motor oil.
Mass merchandisers and clubs were
large-format retail chains that sold
clothing, household goods, food, and
electronics.
These were typically small, independent
outlets offering auto mechanic services
and sometimes tire changes or gasoline
sales.
Others
Strengths Weaknesses
Opportunities Threats
W
T
S
O
SWOT Analysis
• Preferred brand in DIFM
channel since 1980s
• Well established 1936
• Sluggish growth since 2005
• Poor financial management
• Lack of product innovation
• Competitors offer lower price
• Baud & Motoline expanded
their fast-lube chain
• Sevoline introduced
SevoGreen
• Ranked third among PCMO
manufacturers
• Green motor oil market in its
infancy and expected to grow
BCG Analysis
High
High
Low
Low
IndustryGrowthRate
Relative Market Share
? star
dog cash cow
7
Proposed Marketing Objective
• To start capturing market for environmentally
friendly motor oil
• To become the preferred brand in DIFM channel *
• To increase the overall market share by 2% *
Marketing Mix Product
• Environmental friendly motor oil
• Eco7 is packaged part of
PCMO services
• Manufactured from
recycled materials
• 65% of recycled oil
• 45% less
energy
• Recycling the used oil
potentially multiple times
• Better driving
performance
Marketing Mix Price
Conventional
$3.25
Full Synthetic
$7.00
Synthetic
Blend
$4.75
Price @ $5.25
• Too tight and would squeeze margins
• Devalue the innovation
• Undermine efforts to market Eco7 as
premium product
• Easy to sell
• 4.5 sales per day
Price @ $6.75
• Nearly as expensive as full synthetic
• Hard to sell independently
• Require installer to understand the
product well enough to explain to
customer
• Competitor is selling at $7.50
• 3.5 sales per day
Marketing Mix Place
Car Dealer AvellinAutoIndependent DIFM
• Included fast lubes, oil change–
plus stores, and repair shops.
• To build loyalty, the company
promoted its Aventage program.
• 6,000 independent fast-lube
• 6,500 oil change-plus store and
repair shop.
• 4,400 were in Aventage program.
• Car dealer that sells hybrid and
electric cars.
• They provided predetermined
maintenance check.
• One-stop shop for all maintenance
• The oil change would be done in
strict accordance with the
manufacturer recommendation.
• Avellin also sold via its own
AvellinAuto stores.
• AvellinAuto usually located near
the distribution centre and away
from independent DIFM
• Margin is slightly higher
• 436 stores open as of 2014
• Generated 7% of PCMO sales
Marketing Mix Promotion
Aventage AveGreen
Market
Mission
Message
Measure
Money
Media
Independent DIFM Car dealer
To strengthen their brand awareness and
improvement of perception
To create new market segment and support
green product
Main focus is on communicating their vision
of providing best value to customers in
terms of quality, durability and value for
money
Main focus is emphasizing the significant
green factor with no sacrifice in quality and
value for money
A mix of advertising, public relations, direct marketing and relationship marketing
About 2-3% of net profit is used for promotion purposes
Metrics used are response rate from firm owner/customer, loyalty rate, monthly sales report
and customer satisfaction index
Eco7 : Test Marketing
Cost
Evo 7 : $2.01
Synthetic : $1.95
Conventional : $1.20
Campaign Slogan
You have the green light
Eye-catching green bottle
and come with
accompanying in-store
display materials.
Advertise on local
television and news paper
Price
$5.25 and $6.75
Survey 1
What is your interest in a green motor oil?
Survey 2
Assuming similar quality and performance, how
likely are you to purchase a green motor oil if it is ….
Survey 3
What information source will be most influential in
your decision to purchase green motor oils?
3 months trails
Outcome
Concerns on pricing
Installer advice
influence purchaser
Ignore the DIY segment
Limit the encroachment
of private label
Starting to
promote due
to higher
margin
Alternative approach : available
only in AvellinAuto and DIFM
(Aventage program)
Financial Forecast – Price & Cost per unit
Conventional Synthetic Private Label Eco7 : Full Eco7 : Dis
DIFM Retail
Average retail price, per quart $3.25 $7.00 $4.75 $6.75 $5.25
Average revenue, per oil change (5 quarts)
Gross margin %
$16.25
50%
$35.00
60%
$23.75
65%
$33.75
55%
$26.25
50%
Wholesaler
Average revenue, per oil change (5 quarts)
Gross margin %,
$8.13
12.5%
$14.00
12.5%
$8.31
15.0%
$15.19
12.5%
$13.13
10.0%
Avellin
Average revenue, per oil change (5 quarts)
Gross margin %
$7.11
15.6%
$12.25
20.4%
NA $13.29
24.4%
$11.81
14.9%
Cost, per oil change (5 quarts) $6.00 $9.75 NA $10.05 $10.05
Cost, per quart $1.20 $1.95 NA $2.01 $2.01
Financial Forecast – Incremental Revenue & Gross Profit
for Independent DIFM
Eco7 : Full Eco7 : Dis
Eco7 vs Conventional per unit Monthly
105 unit
Annual
1260 unit
per change Monthly
135 unit
Annual
1620 unit
Revenue, Eco 7
Revenue, conventional
Incremental revenue
$33.75
$16.25
$17.50 $1,838.00 $22,050.00
$26.25
$16.25
$10.00 $1,350.00 $16.200.00
Gross profit, Eco7
Gross profit, conventional
Incremental gross profit
$18.56
$8.13
$10.44 $1,096.00 $13,151.00
$13.13
$8.13
$5.00 $675.00 $8,100.00
Eco7 vs Private Label Synthetic
Revenue, Eco 7
Revenue, PL synthetic
Incremental revenue
$33.75
$23.75
$10.00 $1,050.00 $12,600.00
$26.25
$23.75
$2.50 $338.00 $4,050.00
Gross profit, Eco7
Gross profit, PL synthetic
Incremental gross profit
$18.56
$15.44
$3.03 $328.00 $3,938.00
$13.13
$15.44
($2.31) ($312.00) ($3,746.00)
Eco7 vs Full Synthetic
Revenue, Eco 7
Revenue, Full synthetic
Incremental revenue
$33.75
$35.00
($1.25)
$26.25
$35.00
($8.75)
Gross profit per change, Eco7
Gross profit per change, Full synthetic
Incremental gross profit
$18.56
$21.00
($2.44)
$13.13
$21.00
($7.88)
Financial Forecast – Incremental Revenue & Gross Profit
for AvellinAuto
Eco7 : Full Eco7 : Dis
Eco7 vs Conventional per unit Monthly
150 unit
Annual
1800 unit
per change Monthly
180 unit
Annual
2160 unit
Revenue, Eco 7
Revenue, conventional
Incremental revenue
$33.75
$16.25
$17.50 $2,625.00 $31,500.00
$26.25
$16.25
$10.00 $1,800.00 $21,600.00
Gross profit, Eco7
Gross profit, conventional
Incremental gross profit
$18.56
$8.13
$10.44 $1,566.00 $18,788.00
$13.13
$8.13
$5.00 $900.00 $10,800.00
Eco7 vs Private Label Synthetic
Revenue, Eco 7
Revenue, PL synthetic
Incremental revenue
$33.75
$23.75
$10.00 $1,500.00 $18,000.00
$26.25
$23.75
$2.50 $450.00 $5,400.00
Gross profit, Eco7
Gross profit, PL synthetic
Incremental gross profit
$18.56
$15.44
$3.03 $469.00 $5,625.00
$13.13
$15.44
($2.31) ($416.00) ($4,995.00)
Eco7 vs Full Synthetic
Revenue, Eco 7
Revenue, Full synthetic
Incremental revenue
$33.75
$35.00
($1.25)
$26.25
$35.00
($8.75)
Gross profit per change, Eco7
Gross profit per change, Full synthetic
Incremental gross profit
$18.56
$21.00
($2.44)
$13.13
$21.00
($7.88)
Financial Forecast – Incremental Revenue & Gross Profit
for Avellin (Annual) average retail price @ $6.75 (Exclusive)
Aventage Non - Aventage Others AvellinAuto
Total Stores
Penetration
4,400
95%
NA NA 436
100%
Eco7 penetration, total stores
Eco7 upgrades per store, annual
4,180
1,260
436
1,800
Total Eco7 upgrades 5,266,800 784,800
Revenue per change, Eco 7
Revenue per change, conventional
Incremental revenue per change
$13.29
$7.11
$6.18
$13.29
$7.11
$6.18
Gross profit per change, Eco7
Gross profit per change, conventional
Incremental gross profit per change
$3.24
$1.11
$2.13
$3.24
$1.11
$2.13
Incremental revenue $32,547,178 $4,849,819 $37,396,997
Incremental gross profit $11,216,638 $1,671,379 $12,888,017
Financial Forecast – Incremental Revenue & Gross Profit
for Avellin (Annual) average retail price @ $6.75
Aventage Non - Aventage Others AvellinAuto
Total Stores
Penetration
4,400
75%
1,600
45%
6,500
30%
436
100%
Eco7 penetration, total stores
Eco7 upgrades per store, annual
3,300
1,260
720
1,260
1,950
1,260
436
1,800
Total Eco7 upgrades 4,158,000 907,200 2,457,000 784,800
Revenue per change, Eco 7
Revenue per change, conventional
Incremental revenue per change
$13.29
$7.11
$6.18
$13.29
$7.11
$6.18
$13.29
$7.11
$6.18
$13.29
$7.11
$6.18
Gross profit per change, Eco7
Gross profit per change, conventional
Incremental gross profit per change
$3.24
$1.11
$2.13
$3.24
$1.11
$2.13
$3.24
$1.11
$2.13
$3.24
$1.11
$2.13
Incremental revenue $25,695,141 $5,606,213 $15,183,492 $4,849,819 $51,334,664
Incremental gross profit $8,855,241 $1,932,053 $5,232,642 $1,671,379 $17,691,314
Financial Forecast – Incremental Revenue & Gross Profit
for Avellin (Annual) average retail price @ $5.25
Aventage Non - Aventage Others AvellinAuto
Total Stores
Penetration
4,400
90%
1,600
60%
6,500
40%
436
100%
Eco7 penetration, total stores
Eco7 upgrades per store, annual
3,960
1,620
960
1,620
2,600
1,620
436
2,160
Total Eco7 upgrades 6,415,200 1,555,200 4,212,000 941,760
Revenue per change, Eco 7
Revenue per change, conventional
Incremental revenue per change
$11.81
$7.11
$4.70
$11.81
$7.11
$4.70
$11.81
$7.11
$4.70
$11.81
$7.11
$4.70
Gross profit per change, Eco7
Gross profit per change, conventional
Incremental gross profit per change
$1.76
$1.11
$0.65
$1.76
$1.11
$0.65
$1.76
$1.11
$0.65
$1.76
$1.11
$0.65
Incremental revenue $30,171,488 $7,314,300 $19,809,563 $4,429,215 $61,724,565
Incremental gross profit $4,189,928 $1,015,740 $2,750,963 $615,087 $8,571,717
Marketing Controls
Type of Control Prime Responsibility Purpose of Control Approaches
i. Annual-plan Top management
Middle management
To examine whether the planned
results
are being achieved
• Sales analysis
• Market share analysis
• Sales-to-expense ratios
• Financial analysis
• Market-based scorecard analysis
ii. Profitability Marketing controller To examine where the company is
making and losing money
• product
• territory
• customer
• segment
• trade channel
• order size
iii. Efficiency Line and staff
management
Marketing controller
To evaluate and improve the spending
efficiency and impact of marketing
expenditures
• sales force
• advertising
• sales promotion
• distribution
iii. Strategic Top management
Marketing auditor
To examine whether the company is
pursuing its best opportunities with
respect to markets, products, and
channels
• Marketing effectiveness rating
instrument
• Marketing audit
• Marketing excellence review
• Company ethical and social
responsibility review
Conclusions
• Eco7 is a good environmentally friendly product.
• The price between $5.25 - $6.75 should be further explored in
order to identify the right price point.
• Test marketing is a good approach to understand the customer
needs and demand
• Upgrades from conventional to Eco7 will have impact towards
demand on conventional market, to some extend customer may
choose product from competitor.
• The penetration percentage provided is too high to achieve.
• Avellin should consider collaboration with car dealer to capture
new customer rather than relying on existing customer
References
• http://www.valvoline.com
• https://www.slideshare.net/jainprakhar1/apollo-v2
• https://www.epa.gov/greenvehicles/alternative-vehicle-fuels
• http://www.pennzoil.com
• https://www.essays24.com/Business/Eco-7-Launching-a-New-Motor-Oil/66837.html
• Kotler, P. & Keller, K. (2012). Marketing Management. London, England: Pearson.
Thank you
-June 2017-

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Case Study : Eco7-Launching a New Motor Oil

  • 1. BPMM6013 Marketing Management Eco7 : Launching a New Motor Oil Hafizullah Mohd Amin 822481 See Pei Hiam 822112 Zuhadi Shamsuddin 822416
  • 2. Content • Executive Summary • Introduction • Situational Analysis – STP Analysis – SWOT Analysis – BCG Analysis • Financial Forecast • Controls • Conclusion • References • Proposed Marketing Objective • Proposed Marketing Mix Strategy & Tactics – Product – Price – Place – Promotion
  • 3. Executive Summary • Consumer interest in “green” automobile technology, such as hybrids or electric vehicles, had increased steadily. • Most research and development focused on improving fuel efficiency, alternative energy sources, or reducing emissions. • It had generated significant buzz within the industry and initial sales penetration of channel partners had shown promise, but the green motor oil market was clearly in its infancy.
  • 4. Introduction 1936 Founded in United States 1980s Focused on becoming the preferred brand in the DIFM channel 1995 Divested its petroleum division, exiting the lower margin business of refining and marketing fuels 2014 Operated 10 lubricant blending and packaging plants; 7 regional distribution centers 2005 Sluggish growth and Avellin start losing it’s market share 2012 Start developing a new motor oil manufactured from recycle materials 7
  • 5. Initiators DECISION MAKING UNIT Consumer Behavior A complex buying behavior backed by extensive research Dissonance reducing buying behavior with inclination towards brands with high awareness HIGH INVOLVEMENT Less likely More likely Planned Purchase Urgent Replacement Information Gatherers Influencers Decision Makers Purchasers Users Need to change motor oil by the driver of the vehicles • Sudden requirement • Planned – Self • Planned – Schedule Service provider / friends / family / research by self / service engineer / firms owners Driver with/without advice from technical consultant Owner of vehicle / owner of firms Need to replace perceive by the driver of vehicle 1 2 3 4 5 6
  • 6. • Older • Higher income • Had more education • Live in metropolitan area Demographic STP Analysis Passenger Car Motor Oil do-it-yourself (DIY) do-it-for-me (DIFM)Segmentation base Behavioral • Younger • Less affluent • Live in smaller towns or rural areas Psychographic • Favored trucks & sports utility vehicles • Know more about their vehicles • Traditionalist • Prefer foreign cars and luxury vehicles • Don’t worry much about the details • Professionals • Cost-conscious • Customer-loyalty • Quality-conscious • Rely on professionals advice
  • 7. STP Analysis PCMO Consumers Price Focused 45% Quality Focused 30% PCMO Service Providers 32% Fast Lube 29% Car Dealer 12% Oil Change-plus 10% Mass merchandisers and clubs 9% Repair shop 8% Others ?
  • 8. STP Analysis PCMO Service Providers Car Dealer Oil Change-plus Mass merchandisers and clubs Repair shopFast Lube The value proposition was the speed with which the oil change service could be completed—often in just thirty minutes. Car dealers focused on the sale or lease of vehicles and usually provided after- sales service, particularly as part of the vehicle warranty. The outlets were usually specialty stores focused primarily on a specific product or service, such as tires, mufflers, or brakes, rather than on motor oil. Mass merchandisers and clubs were large-format retail chains that sold clothing, household goods, food, and electronics. These were typically small, independent outlets offering auto mechanic services and sometimes tire changes or gasoline sales. Others
  • 9. Strengths Weaknesses Opportunities Threats W T S O SWOT Analysis • Preferred brand in DIFM channel since 1980s • Well established 1936 • Sluggish growth since 2005 • Poor financial management • Lack of product innovation • Competitors offer lower price • Baud & Motoline expanded their fast-lube chain • Sevoline introduced SevoGreen • Ranked third among PCMO manufacturers • Green motor oil market in its infancy and expected to grow
  • 11. Proposed Marketing Objective • To start capturing market for environmentally friendly motor oil • To become the preferred brand in DIFM channel * • To increase the overall market share by 2% *
  • 12. Marketing Mix Product • Environmental friendly motor oil • Eco7 is packaged part of PCMO services • Manufactured from recycled materials • 65% of recycled oil • 45% less energy • Recycling the used oil potentially multiple times • Better driving performance
  • 13. Marketing Mix Price Conventional $3.25 Full Synthetic $7.00 Synthetic Blend $4.75 Price @ $5.25 • Too tight and would squeeze margins • Devalue the innovation • Undermine efforts to market Eco7 as premium product • Easy to sell • 4.5 sales per day Price @ $6.75 • Nearly as expensive as full synthetic • Hard to sell independently • Require installer to understand the product well enough to explain to customer • Competitor is selling at $7.50 • 3.5 sales per day
  • 14. Marketing Mix Place Car Dealer AvellinAutoIndependent DIFM • Included fast lubes, oil change– plus stores, and repair shops. • To build loyalty, the company promoted its Aventage program. • 6,000 independent fast-lube • 6,500 oil change-plus store and repair shop. • 4,400 were in Aventage program. • Car dealer that sells hybrid and electric cars. • They provided predetermined maintenance check. • One-stop shop for all maintenance • The oil change would be done in strict accordance with the manufacturer recommendation. • Avellin also sold via its own AvellinAuto stores. • AvellinAuto usually located near the distribution centre and away from independent DIFM • Margin is slightly higher • 436 stores open as of 2014 • Generated 7% of PCMO sales
  • 15. Marketing Mix Promotion Aventage AveGreen Market Mission Message Measure Money Media Independent DIFM Car dealer To strengthen their brand awareness and improvement of perception To create new market segment and support green product Main focus is on communicating their vision of providing best value to customers in terms of quality, durability and value for money Main focus is emphasizing the significant green factor with no sacrifice in quality and value for money A mix of advertising, public relations, direct marketing and relationship marketing About 2-3% of net profit is used for promotion purposes Metrics used are response rate from firm owner/customer, loyalty rate, monthly sales report and customer satisfaction index
  • 16. Eco7 : Test Marketing Cost Evo 7 : $2.01 Synthetic : $1.95 Conventional : $1.20 Campaign Slogan You have the green light Eye-catching green bottle and come with accompanying in-store display materials. Advertise on local television and news paper Price $5.25 and $6.75 Survey 1 What is your interest in a green motor oil? Survey 2 Assuming similar quality and performance, how likely are you to purchase a green motor oil if it is …. Survey 3 What information source will be most influential in your decision to purchase green motor oils? 3 months trails Outcome Concerns on pricing Installer advice influence purchaser Ignore the DIY segment Limit the encroachment of private label Starting to promote due to higher margin Alternative approach : available only in AvellinAuto and DIFM (Aventage program)
  • 17. Financial Forecast – Price & Cost per unit Conventional Synthetic Private Label Eco7 : Full Eco7 : Dis DIFM Retail Average retail price, per quart $3.25 $7.00 $4.75 $6.75 $5.25 Average revenue, per oil change (5 quarts) Gross margin % $16.25 50% $35.00 60% $23.75 65% $33.75 55% $26.25 50% Wholesaler Average revenue, per oil change (5 quarts) Gross margin %, $8.13 12.5% $14.00 12.5% $8.31 15.0% $15.19 12.5% $13.13 10.0% Avellin Average revenue, per oil change (5 quarts) Gross margin % $7.11 15.6% $12.25 20.4% NA $13.29 24.4% $11.81 14.9% Cost, per oil change (5 quarts) $6.00 $9.75 NA $10.05 $10.05 Cost, per quart $1.20 $1.95 NA $2.01 $2.01
  • 18. Financial Forecast – Incremental Revenue & Gross Profit for Independent DIFM Eco7 : Full Eco7 : Dis Eco7 vs Conventional per unit Monthly 105 unit Annual 1260 unit per change Monthly 135 unit Annual 1620 unit Revenue, Eco 7 Revenue, conventional Incremental revenue $33.75 $16.25 $17.50 $1,838.00 $22,050.00 $26.25 $16.25 $10.00 $1,350.00 $16.200.00 Gross profit, Eco7 Gross profit, conventional Incremental gross profit $18.56 $8.13 $10.44 $1,096.00 $13,151.00 $13.13 $8.13 $5.00 $675.00 $8,100.00 Eco7 vs Private Label Synthetic Revenue, Eco 7 Revenue, PL synthetic Incremental revenue $33.75 $23.75 $10.00 $1,050.00 $12,600.00 $26.25 $23.75 $2.50 $338.00 $4,050.00 Gross profit, Eco7 Gross profit, PL synthetic Incremental gross profit $18.56 $15.44 $3.03 $328.00 $3,938.00 $13.13 $15.44 ($2.31) ($312.00) ($3,746.00) Eco7 vs Full Synthetic Revenue, Eco 7 Revenue, Full synthetic Incremental revenue $33.75 $35.00 ($1.25) $26.25 $35.00 ($8.75) Gross profit per change, Eco7 Gross profit per change, Full synthetic Incremental gross profit $18.56 $21.00 ($2.44) $13.13 $21.00 ($7.88)
  • 19. Financial Forecast – Incremental Revenue & Gross Profit for AvellinAuto Eco7 : Full Eco7 : Dis Eco7 vs Conventional per unit Monthly 150 unit Annual 1800 unit per change Monthly 180 unit Annual 2160 unit Revenue, Eco 7 Revenue, conventional Incremental revenue $33.75 $16.25 $17.50 $2,625.00 $31,500.00 $26.25 $16.25 $10.00 $1,800.00 $21,600.00 Gross profit, Eco7 Gross profit, conventional Incremental gross profit $18.56 $8.13 $10.44 $1,566.00 $18,788.00 $13.13 $8.13 $5.00 $900.00 $10,800.00 Eco7 vs Private Label Synthetic Revenue, Eco 7 Revenue, PL synthetic Incremental revenue $33.75 $23.75 $10.00 $1,500.00 $18,000.00 $26.25 $23.75 $2.50 $450.00 $5,400.00 Gross profit, Eco7 Gross profit, PL synthetic Incremental gross profit $18.56 $15.44 $3.03 $469.00 $5,625.00 $13.13 $15.44 ($2.31) ($416.00) ($4,995.00) Eco7 vs Full Synthetic Revenue, Eco 7 Revenue, Full synthetic Incremental revenue $33.75 $35.00 ($1.25) $26.25 $35.00 ($8.75) Gross profit per change, Eco7 Gross profit per change, Full synthetic Incremental gross profit $18.56 $21.00 ($2.44) $13.13 $21.00 ($7.88)
  • 20. Financial Forecast – Incremental Revenue & Gross Profit for Avellin (Annual) average retail price @ $6.75 (Exclusive) Aventage Non - Aventage Others AvellinAuto Total Stores Penetration 4,400 95% NA NA 436 100% Eco7 penetration, total stores Eco7 upgrades per store, annual 4,180 1,260 436 1,800 Total Eco7 upgrades 5,266,800 784,800 Revenue per change, Eco 7 Revenue per change, conventional Incremental revenue per change $13.29 $7.11 $6.18 $13.29 $7.11 $6.18 Gross profit per change, Eco7 Gross profit per change, conventional Incremental gross profit per change $3.24 $1.11 $2.13 $3.24 $1.11 $2.13 Incremental revenue $32,547,178 $4,849,819 $37,396,997 Incremental gross profit $11,216,638 $1,671,379 $12,888,017
  • 21. Financial Forecast – Incremental Revenue & Gross Profit for Avellin (Annual) average retail price @ $6.75 Aventage Non - Aventage Others AvellinAuto Total Stores Penetration 4,400 75% 1,600 45% 6,500 30% 436 100% Eco7 penetration, total stores Eco7 upgrades per store, annual 3,300 1,260 720 1,260 1,950 1,260 436 1,800 Total Eco7 upgrades 4,158,000 907,200 2,457,000 784,800 Revenue per change, Eco 7 Revenue per change, conventional Incremental revenue per change $13.29 $7.11 $6.18 $13.29 $7.11 $6.18 $13.29 $7.11 $6.18 $13.29 $7.11 $6.18 Gross profit per change, Eco7 Gross profit per change, conventional Incremental gross profit per change $3.24 $1.11 $2.13 $3.24 $1.11 $2.13 $3.24 $1.11 $2.13 $3.24 $1.11 $2.13 Incremental revenue $25,695,141 $5,606,213 $15,183,492 $4,849,819 $51,334,664 Incremental gross profit $8,855,241 $1,932,053 $5,232,642 $1,671,379 $17,691,314
  • 22. Financial Forecast – Incremental Revenue & Gross Profit for Avellin (Annual) average retail price @ $5.25 Aventage Non - Aventage Others AvellinAuto Total Stores Penetration 4,400 90% 1,600 60% 6,500 40% 436 100% Eco7 penetration, total stores Eco7 upgrades per store, annual 3,960 1,620 960 1,620 2,600 1,620 436 2,160 Total Eco7 upgrades 6,415,200 1,555,200 4,212,000 941,760 Revenue per change, Eco 7 Revenue per change, conventional Incremental revenue per change $11.81 $7.11 $4.70 $11.81 $7.11 $4.70 $11.81 $7.11 $4.70 $11.81 $7.11 $4.70 Gross profit per change, Eco7 Gross profit per change, conventional Incremental gross profit per change $1.76 $1.11 $0.65 $1.76 $1.11 $0.65 $1.76 $1.11 $0.65 $1.76 $1.11 $0.65 Incremental revenue $30,171,488 $7,314,300 $19,809,563 $4,429,215 $61,724,565 Incremental gross profit $4,189,928 $1,015,740 $2,750,963 $615,087 $8,571,717
  • 23. Marketing Controls Type of Control Prime Responsibility Purpose of Control Approaches i. Annual-plan Top management Middle management To examine whether the planned results are being achieved • Sales analysis • Market share analysis • Sales-to-expense ratios • Financial analysis • Market-based scorecard analysis ii. Profitability Marketing controller To examine where the company is making and losing money • product • territory • customer • segment • trade channel • order size iii. Efficiency Line and staff management Marketing controller To evaluate and improve the spending efficiency and impact of marketing expenditures • sales force • advertising • sales promotion • distribution iii. Strategic Top management Marketing auditor To examine whether the company is pursuing its best opportunities with respect to markets, products, and channels • Marketing effectiveness rating instrument • Marketing audit • Marketing excellence review • Company ethical and social responsibility review
  • 24. Conclusions • Eco7 is a good environmentally friendly product. • The price between $5.25 - $6.75 should be further explored in order to identify the right price point. • Test marketing is a good approach to understand the customer needs and demand • Upgrades from conventional to Eco7 will have impact towards demand on conventional market, to some extend customer may choose product from competitor. • The penetration percentage provided is too high to achieve. • Avellin should consider collaboration with car dealer to capture new customer rather than relying on existing customer
  • 25. References • http://www.valvoline.com • https://www.slideshare.net/jainprakhar1/apollo-v2 • https://www.epa.gov/greenvehicles/alternative-vehicle-fuels • http://www.pennzoil.com • https://www.essays24.com/Business/Eco-7-Launching-a-New-Motor-Oil/66837.html • Kotler, P. & Keller, K. (2012). Marketing Management. London, England: Pearson.