Rain-X(R) Receives Frost & Sullivan Brand Leadership Award
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Cited for 'Phenomenal Ability' to Recognize and Respond to Consumer Needs in Wiper Blades HOUSTON, Aug. 20 /PRNewswire/ -- Frost & Sullivan recognized Shell Lubricants and its Rain-X(R) brand with the 2008 Brand Development Strategy Leadership of the Year Award for the North American wiper blades aftermarket. Frost & Sullivan cited Rain-X(R) market-share increases in a low-growth, intensely competitive market flooded with inexpensive imported wiper blades. Rain-X(R) wiper blades are the fastest-growing brand of wiper blades in the automotive aftermarket. Of all brands in the automotive aftermarket in 2007, Rain-X(R) had the highest percentages of year-over-year dollar and unit growth. Rain-X(R) competed with all other wiper blade brands sold in America for the award. Frost & Sullivan attributed Rain-X(R) growth to a strong brand image and "a combination of unique product quality, innovative capabilities, price competitiveness, and communication and distribution strategies." "Rain-X(R) has exhibited phenomenal ability to perceive consumer needs," explained Avijit Ghosh, research analyst, Frost & Sullivan. "Furthermore, Rain-X develops marketing strategies that elevate the brand's quality, style and image to create an overall value perception." "It is an honor for Shell Lubricants to be recognized by Frost & Sullivan," said Steve Harman, president of Shell Lubricants, Americas. "We are particularly grateful for this award because it highlights the Rain-X brand team's efforts to help our customers grow their businesses by providing innovative wiper blades under a brand known for quality and durability. Through strong marketing support, we have also increased Rain-X's brand equity over the last six years, paying off in customer and consumer loyalty." Shell Lubricants leads the global and U.S.-branded lubricants categories, with a stated mission to be the fastest-growing lubricant and car-care business in the United States. The Shell growth strategy for wiper blades focuses on offering a broad product portfolio under the Rain-X(R) brand, which Shell acquired in 2002. In issuing the award, Frost & Sullivan also noted Rain-X(R) brand's: -- Quick response to technological change; -- Web site that serves as a customer relationship management tool, providing customers and installers with technical information and spreading awareness of the importance of good blades; -- Customer incentives that enhance distributor success; -- Cooperation with the distributor network to develop services and product features that make the highly effective Rain-X(R) wipers easy to market, including fitting them to almost every vehicle on the road; -- Increased customer loyalty; -- Effective launch of the Seemore Safety Campaign on Groundhog Day in 2006. The campaign emphasizes driver visibility in harsh winter conditions and reminds vehicle owners to replace their wiper blades every six months to one year. For more information about Rain-X(R), visit www.RainX.com. About Shell Lubricants The term 'Shell Lubricants' collectively refers to the companies of the Shell Group engaged in the lubricants business. Shell lubricants companies are global leaders in lubricants and operate in approximately 120 countries worldwide. They manufacture and blend products for use in a range of applications from consumer motoring to food processing and heavy industry to commercial transport. The Shell portfolio of top-quality lubricant brands includes Pennzoil(R), Quaker State(R), FormulaShell(R), Shell TELLUS(R), Shell CASSIDA(R), Shell ROTELLA(R) T, Shell SPIRAX(R) and a portfolio of car care products and Jiffy Lube(R) services. About Frost & Sullivan Best Practices Awards Frost & Sullivan Best Practices Awards recognize companies in a variety of regional and global markets for demonstrating outstanding achievement and superior performance in areas such as leadership, technological innovation, customer service, and strategic product development. Industry analysts compare market participants and measure performance through in-depth interviews, analysis, and extensive secondary research in order to identify best practices in the industry. Frost & Sullivan, the Growth Partnership Company, partners with clients to accelerate their growth. The company's TEAM Research, Growth Consulting and Growth Team Membership(TM) empower clients to create a growth- focused culture that generates, evaluates and implements effective growth strategies. SOURCE Shell Lubricants Kathleen Hamilton, CoynePR, +1-973-939-2875, email@example.com; Tricia Singer, SOPUS Products, +1-713-546-4833, firstname.lastname@example.org; or Jake Wengroff, Frost & Sullivan, +1-210-247- 3806, email@example.com
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