A category-leading automotive aftermarket parts manufacturer was faced with a crossroads: Continue to support multiple sub-brands that competed in the same market and at similar price points, or make the difficult decision to discontinue one of the brands? As Martec Partner Chuck Bean demonstrates in our latest case study, the answer came with confidence, in the form of a methodology known as Price-Value Mapping... "There was significant risk in making the decision to essentially kill a product offering and all of its market share; and such a weighty consideration brought with it an understandable amount of hesitance. "Using a series of research studies in a methodology known as Price-Value Mapping, the conclusions were clear, and the decision was made with confidence. "What resulted, perhaps initially thought to be counterintuitive, was increased market share, all while reducing costs and administrative burden." CONTINUE READING to learn how Martec applied this methodology to achieve meaningful, measurable results: "By going the extra mile to do the hard work of studying the market, and its stated and unexpressed preferences, costs were saved and market share was gained — the ultimate win-win."
Keith Miller
4w
Great details on what can be done.
Rick Claar
4w
Thanks Chuck, these are great insights.
Business Development Executive at The Martec Group
4wGreat stuff here! We've done so much good work up and down the entire automotive value chain, and it's great to see our pricing solutions getting some love!