Pennzoil-Quaker State Company Uses Internet Focus Groups to Evaluate Products; Total Shine(R) From Blue Coral/Slick 50 Gets High Marks
20 September 2000
Pennzoil-Quaker State Company Uses Internet Focus Groups to Evaluate Products; Total Shine(R) From Blue Coral/Slick 50 Gets High Marks
HOUSTON, Sept. 20 Pennzoil-Quaker State Company
is using Internet focus groups to develop, evaluate and improve
products. The Internet opens new and fertile territory as the company
continues to redefine itself, following a December 1998 merger that created
one of the world's largest automotive consumer products companies. Pennzoil-
Quaker State Company markets Pennzoil(R) and Quaker State(R) brand motor oils,
the number one and number two selling motor oils in the United States, as well
as some 1,300 other car care products.
"Internet focus groups are an effective, cost efficient tool in the
development of new products as well as the evaluation and improvement of
existing products," said Dave Lupyan, vice president of consumer product
technology. "We expect to refine the process continually to support and
expand our already extensive product portfolio."
The company first used an Internet focus group to evaluate a relatively
new product, Total Shine(R), developed by its Blue Coral/Slick 50 business
unit in Cleveland, Ohio. Launched late in 1999, Total Shine(R) is a unique
liquid cleaner/polisher that can be used to detail all of a car's surfaces
except glass. Samples of Total Shine(R) were delivered to 150 households
along with a questionnaire developed by Bart Ivic, vice president of Marketing
for Blue Coral/Slick 50.
"We were somewhat concerned to do this so soon after the product was
launched," said Ivic. "We wondered if we would be deluged with suggestions
that might have produced a better product. In this case we were gratified to
learn that among the consumers who responded, Total Shine(R) was rated a
product that they would probably buy."
A diverse mix of participants in 108 of the 150 targeted households
completed the survey. Shine satisfaction was ranked highest. Performance in
removing white residue due to past wax jobs was also highly ranked.
Participants praised Total Shine(R) for being very easy to use and performing
as promised. Total Shine's(R) packaging was rated effective and the
likelihood to buy scores were very high.
Survey analyst Kurt Steigerwald of National Market Measure, Inc. was
impressed by the Total Shine(R) results. "It is rare that I do a study where
I do not see a weakness or potential performance problems. This is one of
those rare products that seems to really do well." National Market Measures,
Inc., is a full-service marketing research company that designs and executes
primary research studies for its clients. Since 1982, NMM has been using both
qualitative and quantitative techniques to help its clients understand their
customers and markets, and to develop well-disciplined, solid strategic
marketing plans.
Use of Internet focus groups will be keeping Pennzoil Quaker State
employees busy in the months and years ahead. The company is a leading
worldwide automotive consumer products company, marketing over 1,300 products
with 20 leading brands in more than 50 countries. Pennzoil-Quaker State
Company also markets a complete line of automotive car care products including
Axius(TM) auto accessories, Blue Coral(R) and Classic(R) waxes and washes,
Black Magic(R) and Westley's(R) tire and wheel care products, Fix-A-Flat(R)
tire sealants, Medo(R) air fresheners, Rain-X(R) glass treatments, Gumout(R),
Snap(R) and The Outlaw(R) maintenance chemicals and Slick 50(R) engine
treatments. The company recently introduced Pennzoil Roadside(TM) Rescue(R)
Emergency Fuel Additive, a safe, conveniently packaged emergency fuel additive
that transports out-of-gas vehicles about 10 miles from the side of the road
to safety. Pennzoil Roadside(TM) Rescue(R) was named one of Business Week's
Best Products of 1999. Jiffy Lube, a wholly owned subsidiary of Pennzoil-
Quaker State Company, is the world's largest fast lube operator and
franchiser.