Case Name :      Pennzoil-Quaker State Canada: The One-to-One Decision (A)

Authors :           Terry H. Deutscher, Christopher Spalding

Source :             Ivey Publishing

Case ID :            904A10

Discipline :        Marketing

Case Length :    25 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

The director of the lubricants business for Pennzoil-Quaker State Canada is facing a significant challenge–overcoming customer apathy about changing motor oil. Increasing the frequency of oil changes and improving retention of its customers were critical for the financial success of the company. In response to this challenge, the director had to decide on the adoption and implementation of a major new promotional program: One-to-One. The program was designed to create closer relationships among consumers, retailers, and Pennzoil-Quaker State. Making the program work required active cooperation on the part of retail installers who performed the oil changes.