Case Study on Vauxhall Trade Club

Summary: Vauxhall Trade Club is a trade parts programme selling genuine parts from Vauxhall dealers to the independent repairer. It is an established, successful and profitable programme operating for 20 years. In the previous year sales had remained static and research identified a need to change the way Trade Club was promoted, and move away from a price and discount-led proposition. At the time of the change (2010) there were a variety of challenges facing Vauxhall Trade Club, ranging from the economic climate to the speedy pace of change within the industry. Vauxhall wanted to move the focus away from price and competitive discounts on a few key products while re-establishing growth in market share…

Strategy: The team at Palmer Hargreaves worked with Vauxhall to develop a brand strategy to maximise Trade Club’s opportunities for growth and differentiation in a crowded marketplace. Using Palmer Hargreaves’ “3D” internal branding tool, including customer research, questionnaires and workshops it was established: what this long term strategy for Trade Club should be, what the customer looks like, what the current offer is, and potentially could be, what are the values and personality that would need to be developed, the competition, what is the at the core of all Trade Clubs actions…
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