Case Study Eco7: Launching a New Motor
1. How do consumers purchase motor oil? 2. Assess Avellin’s position in the PCMO industry, including consumer perception and Avellin’s distribution strategy. 3. What is the strategic role of Eco7? How should Avellin weigh consumer interest in, and willingness to pay for, a green motor oil? Is it the right product at the right time? 4. What is the right launch strategy for Eco7? a. How should Eco7 be priced? What are the profit implications for wholesalers and DIFM stores? b. How should Eco7 be distributed? What is your recommendation regarding exclusivity for Aventage stores?