Eco7 Performa Evaluation sheet
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DIFM channel share
Exhibit 1
2000
2002
2004
2006
2008
2010
2012
Fast lube
36%
37%
36%
36%
34%
33%
32%
Oil change-plus
10%
10%
11%
11%
12%
12%
12%
Car dealer
25%
25%
26%
26%
28%
29%
29%
Mass merchandisers and club
6%
6%
6%
7%
8%
9%
10%
Repair shop
11%
10%
10%
9%
9%
9%
9%
Other
12%
12%
11%
11%
9%
8%
8%
Source: Adapted from multiple sources, including Valvoline, Desrosiers, Aftermarket.org, Packaged Facts, Frost & Sullivan, NPD, Kline
Brand and private label share
Exhibit 2
2000
2002
2004
2006
2008
2010
2012
Private label sales
18%
20%
24%
27%
29%
31%
32%
Branded sales
82%
80%
76%
73%
71%
69%
68%
Brand share
Baud
16%
18%
19%
20%
22%
23%
23%
Motoline
13%
13%
14%
14%
15%
15%
15%
Avellin
14%
13%
14%
13%
12%
11%
11%
Texoil
9%
8%
8%
9%
10%
9%
9%
Kemia
7%
7%
6%
8%
8%
8%
8%
Sevoline
5%
6%
6%
7%
7%
7%
8%
Others
36%
35%
33%
29%
26%
27%
26%
Sources: Adapted from Petroleum Trends International, National Oil & Lube News
Intent to Buy
Exhibit 3
Overall
DIY
% of PCMO customers
25%
45%
30%
Baud
16%
25%
9%
18%
Motoline
15%
15%
12%
19%
Avellin
15%
16%
17%
10%
Other brands
13%
11%
13%
16%
Undecided
41%
33%
49%
37%
DIFM, Price-focused
DIFM, Quality-focused
DIFM Margins
Exhibit 4
What is your interest in a "green" motor oil?
Very interested
13%
Interested
28%
Unsure
25%
Not interested
34%
Definitely
17%
Very likely
28%
Unsure
21%
Unlikely to purchase
34%
Personal sources, e.g. friends or family 8%
Public sources, e.g. online consumer reviews
18%
Analysis or scientific study conducted by neutral party
7%
Professional service provider
67%
DIY consumer
Assuming similar quality and performance, how likely are you to purchase a "green" motor oil if it is…?
Same price as current PCMO
What information source will be most influential in your decision to purchase "green" motor oil?
DIFM consumer
23%
32%
15%
30%
50% more
100% more
10%
4%
21%
10%
28%
35%
41%
51%
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