Repositioning Meguiar's

Meguiar's is an Irvine, California-based manufacturer of top-quality surface care products used on automotive finishes. They have always been the product of choice for the auto buff and those with a passion for automobiles.

Laitmon, Inc. was able to increase distribution by presenting the products to Original Equipment Manufacturers (OEMs) and dealers via both a private label as well as on a shared (co-label) basis.

Knowing that the OEM and Dealer both benefit when their paint finishes look better, a program was put in place to give dealers the opportunity to learn how to use product to:

  • Correct paint defects as a result of conditions that might have emanated in the manufacturing process, thus cutting down on warranty claims and avoiding unnecessary repainting
  • Prep the new vehicle finishes to mirror a showroom shine
  • Generate profits in the detailing of new and used vehicles

This strategy helped Meguiar's develop relationships with many manufacturers, including BMW, Chrysler, Ford and General Motors. Laitmon also played a pivotal role in the development of the highly successful co-branded product line for Mercedes Benz.

This shining example of liquid profits came when Mercedes Benz agreed to co label (Meguiar's and Mercedes Benz) on a full line of consumer products. We introduced the line with seven products, and then added three for the SL soft back window. These products were sold throughout the U.S. and then requested by Mercedes Benz, England and Australia; where (due to the English product labeling) distribution could begin immediately.

Laitmon's experience in dealing with distribution and channel marketing created other initiatives for Meguiar's. We took the Meguiar's furniture care product line to Henredon, where a co-label was developed and sold through stores that distributed Henredon furniture (and also marketed on the Henredon website). We followed this success by creating a line of private label furniture care product for Ethan Allen, which created incremental revenue and drove branding to new levels at point-of-sale.

The success with Meguiar's resulted in Peter Laitmon being recruited as an independent Marketing Director for Jiffy Lube; prior to its acquisition by Pennzoil.

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