Autofix (auto repair) - brand development
Background
For years Pneu Trade, Hungary’s third largest tire wholesaler and retailer, had to follow along as competing tire traders constantly undercut each others’ prices, ruining profit margins for the whole market. Meanwhile, the multinational tire manufacturers were trying to cut out retailers by establishing their own tire store chains. International trends were not promising either.
Objectives
Velvet Hammer Branding was hired as the outsourced marketing department and ordered
to develop a marketing strategy fit for the future.
Tasks
The client needed a new business base that it could pursue with few structural changes.
The challenge was to become more profitable without changing much of the machinery, personnel, premises, etc.
Based on the experience of the company’s eight tire shops, it was already clear that
the road to success would lead away from trade and more towards service.
Strategy
After evaluating international trends and comparing them to the Hungarian situation, Velvet Hammer Branding quickly found a promising concept: Instead of simply offering tire services, the company should expand its profile to include general car repair.
The concept has the following benefits:
- It can be realized quickly without major costs.
- It has proven to be successful all over the world.
- Pneu Trade could introduce the concept in Hungary, which means it could create and
posses this business category with its own brand name.
- The newly created brand optimally communicates services, promises and
advantages towards the target audiences.
Results
- The brand name Autofix was created and defined. Autofix stands for:
- fast car service for all car makes;
- five main services: brakes, tires, chassis, lube and emissions;
- the slogan and promise: “We work for your trust”;
- total transparency regarding prices and services.
- The essence of the brand was translated into hands-on rules regarding staff and services,
outer appearance, marketing and communications.
- The business plan mapped out a step-by-step introduction within the existing
Pneu Trade shops and expansion into a franchise network.
See more about Autofix
