Aftermarket Company — mid market brand

Problem:

PJ has always specialized in the completive middle market. It offers good performance at a value for money price.
Before Phil came along, however, the brand was being devalued by the previous distributor, and was being sold as a cheap product in line with the lesser quality far Eastern imports.

Actions:

• PJ needed to be re-positioned correctly, and that is what Phil did.
• He had to raise prices — which upset some of his existing customer base.
• He also dramatically increased service levels, and created an advertising and promotional campaign to raise brand perceptions.

Result:

It worked! Now Pi blade sales are at an all time high — 15 times higher than they were when Phil took on the project.
PJ was voted the best UK wiper blade 2 years running by the British Institute of Transport Management

The UK is now the largest biggest market for the Pi Branded Product (Valeo) outside of France.