‘Vauxhall Trade Club – shaping your business’ for Vauxhall UK, by Palmer Hargreaves

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.

Palmer Hargreaves’ “3D” brand development tool was used to examine and agree a new Trade Club point of difference, establishing that Vauxhall must place the customer at the heart of their business and provide a superior quality programme. Vauxhall are a business that other businesses aspire to work with and are an approachable partner. These values had to be promoted in a communications programme. A creative brief was written and a new identity was born, followed by an aggressive communications plan announcing the rebirth of Vauxhall Trade Club.