The Client
- 30 year old direct retailer of automotive aftermarket parts, based in Effingham, Illinois
- one of the top 3 Porsche, Corvette and Volkswagen aftermarket auto parts direct retailers in the US
- strong desire to become the nation's entertainment destination for automotive enthusiasts
The Challenge - Brand Repositioning Plan
Measure brand equity and determine a proper market positioning platform to re-brand the business by:
- assessing and defining current customer and non-customer perceptions
- profiling customers
- understanding industry trends
- defining marketplace strengths, weaknesses, opportunities and threats
- evaluating product and price offers relative to the competition
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