Problem:
The aftermarket was crowded with many top brand spark plugs – readily available in all channels of distribution. The price point for existing spark plugs had been driven down to the commodity level. SplitFire wanted to introduce a dual-tip spark plug that would have a price point up to 400% greater than an existing plug on the market.
Opportunity:
SplitFire needed to develop a merchandising system that would:
1) demonstrate the operating features of the new spark plug,
2) present the spark plug in a manner that would justify its significantly higher price point, and
3) justify elevated consumers expectations by providing third party testimonials as to the product’s superior performance.
Solution:
Automotive In-Store Marketing, Inc. developed a merchandising system that:
1) presented to consumers an interactive demonstration as to how the spark plug worked,
2) encased a sample spark plug in a “jewel case” to position the plug as a high performing solution, and
3) created both a free-standing and counter top display.
Result:
Immediately upon introduction the SplitFire spark plug began to enjoy enormous consumer appeal. Combined with an expertly managed marketing program, the SplitFire spark plug has continued to enjoy wide-spread success and has established itself as a major brand.
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