wvp the wvp GmbH to a large extent on serious shortcomings in the direct speech of the consumer back criticised failings at the point of sale in introduction of E10 Stuttgart 09.03.2011 leads the failed introduction of new biofuel E10. Ford Jr. The Stuttgart advertising agency, which is specialized in strategic brand management and trade marketing, especially criticized was informed in the past few months at the petrol pumps and gas stations only insufficiently about the new fuel. Normally companies will be particularly big trouble, if they bring a new product to the market. Early before the introduction we planned, how consumers can be informed and the product advertised target groups. In the case of E10 everyone knew for a long time that the biofuel must be offered”Anette Rottmar, Managing Director of the wvp GmbH. how very heart lies the German car, is really no secret reports. Thus, it was clear that when E10 especially early must gain the confidence of the public. Because car drivers are necessarily regularly at the pump, the ideal would have been this, to inform people and inspire for the product.
We know that 75 percent of the purchasing decisions of consumers directly at the point of sale are taken. This fact must be considered when communicating around E10.” The Stuttgart-based agency holds little of the prompt to the citizens, to inform itself, for example, on the Internet. Also the 8.5 million brochures that have been distributed through associations such as the ADAC and the automobile and petroleum industry, contribute according to wvp only little to the enlightenment and confidence in E10. The 30,000 printed posters and the 2 million brochures that will be produced now in addition, Anette Rottmar promises no major effects. The people must be matched directly with the product. This is done directly at the pump or in the showroom of petrol stations.