The Challenge:
How can we dislodge strong, well-established shock absorber brands in the automotive aftermarket, and establish/strengthen the KYB brand with warehouse distributors, the first tier of the aftermarket distribution chain?

The Solution:
By developing and conducting nationwide focus group research to measure the awareness and gauge the perceptions of KYB and competitive brands among warehouse distributors, installers and consumers. The findings were then used to create marketing materials that clearly position KYB as a serious competitor with pricing, innovative performance features, availability and strong marketing support. Two products were featured: MonoMax Performance Gas Shocks, which were positioned in the SUV/4WD market, and AGX Adjustable Gas Shocks, which were positioned with the performance market. Sales materials were targeted to the specific nature of the installer and highlighted the products features, benefits, specifications and applications.