New Product Release (New Product, Existing Customers!)

Situation

For many years, the company has enjoyed the largest share of demand for replacement components driven by their leading share in the OEM markets. Due to this large installed base, they are a target for offshore, value line manufacturers. Over the past 10 years, as these offshore manufacturers improved the quality of their products, they became “good enough” for the older commercial vehicle where the owner is particularly focused on the lowest possible cost of operation. By offering one premium grade of replacement parts, the company was losing share to these value-line manufacturers

Action

I developed a value line offering, assisted the engineering team with performance qualities, helped supply base with sourcing, worked with Marketing on branding and launch materials