Glasslinks
 

March 26, 1999

 
The following text is from PPG regarding  PPG Prostars, sent out to   LYNX Services participants:

PPG PROSTARS response to recent Internet postings

A good decision cannot be made without the correct facts, and an objective viewpoint of the opportunity. Unfortunately many of the Internet postings have missed the point entirely of what PPG PROSTARS represents for after-market auto glass retailers.

PPG PROSTARS is an investment opportunity. It is an avenue for progressive business people to invest efficiently together to create brand, and drive sales. PPG is offering a new consumer brand to the industry. It was developed with considerable consumer input. The PPG PROSTARS Certified Technicians logo addresses car owner desires to be serviced by professionals who will complete the work right, the first time. Incorporation of the PPG logo into the mark gives it strength. For the car owner, it adds an instant statement of assurance that a glass shop will do good work. The brand mark should be viewed as a communications toot to strengthen a participant's business.

Participants in PPG PROSTARS will invest together along with PPG to establish the logo as a nationally recognized mark of quality. It will signal to consumers what can be expected from a PPG PROSTARS designated location. The mark will provide participants with differentiation in a crowded marketplace.

Will branding work? Auto glass industry characteristics that suggest decisions can be influenced by brand, include: 1) a car owner making an infrequent purchase for a valuable asset, 2) a customer that has little knowledge about the required service, 3) a short time period for decision making, 4) a decision making process that sometimes removes the full cost of service from the purchaser's consideration, 5) an insurance industry where decision making is moving away from agents, and 6) a population that more and more relies on brands to guide decisions. All of these indicate that branding is the right strategy.

A retailer's decision to participate is best evaluated by considering whether they are better off with PPG PROSTARS or without it. The trend of industry consolidators is toward brand advertising, With PPG PROSTARS a retailer will be part of the industry's strongest national consumer brand. Access is gained to a valuable branding tool without sacrificing independence. Participants will be taking advantage of the pooled resources of their peers across the country, as well as PPG’s contributions.

 

Don't be fooled. Brands are tools of the strong. They have not yet been created in our industry because no single entity has had the capability to create them. That is changing. Today is the time to create a strong brand position. Success will take a concerted effort from an industry group that has not effectively worked together in the past. PPG, through PPG PROSTARS, is providing a structure for retailers to share resources to communicate to consumers their ability to perform quality work.

 

A few more comments worth noting:

The PPG PROSTARS agreement follows the LYNX contract on most items with the exception of investment in brand, standards for customer satisfaction and brand identity, and purchase requirements for PPG manufactured parts. Some Internet postings have positioned these requirements as one-sided. Those that are investing in PPG PROSTARS understand and want standards to protect their investment. They also understand that a commitment, to buy PPG product allows PPG to benefit from its investment without being burdensome. They view PPG as an important OEM producer of automotive glass parts for the after-market, and understand that success of PPG PROSTARS will ultimately hinge on PPG’s ability to provide a total competitive package and to keep participants satisfied with their investment in the marketing alliance.

 

So whom should you listen to? Ultimately yourself and your own good judgement. But take PPG PROSTARS for what it is, an opportunity to associate your own good name with a nationally recognized brand mark that stands for, and communicates that "high quality auto glass work is available here."