New waxes, truck accessories tow spring auto

Discount Store News, Nov 9, 1987 by Richard C. Halverson

New Waxes, Truck Accessories Tow Spring Auto

Don't expect to see many dramatic shifts when discounters unveil their spring car-care promotions.

Some of the few new products on shelves will be Armor All wash and wax products, backed by a $5 million national TV and auto buff magazine campaign that will cost more than the entire car wax industry spent last year on advertising. Others will be the new Hydro-Wash and Wax products from Turtle Wax, which will sell for substantially more than the products they're meant to replace: dry wash powder and liquid polish.

Truck Accessories Emphasized

But look for an even heavier emphasis on pickup truck accessories, including a new, behind the seat, molded storage chest from Rubber Queen, said a number of discount store automotives buyers and merchandisers.

K mart, for instance, "has been concentrating on truck accessories and will continue,' said Wayne Sales, divisional merchandise manager, automotive parts and services. "We'll move with the market.'

Auto makers project that about a third of the 15 million vehicles they expect to sell in 1988 will be composed of trucks--pickups, vans or utility vehicles.

In late October, K mart still was finalizing orders, Sales said, but noted the orders would be in by November.

Sales said he also likes the new pickup tool boxes from Contico.

The K mart executive declined to discuss both expected prices and promotion plans, citing competitive restraints.

Just about every discounter, including K mart, Wal-Mart, Caldor and Zayre, has taken on the new Armor All wax and wash line, said Paul Jones, business development manager for the auto aftermarket supplier.

Discounters accounted for 35 percent to 40 percent of the $180 million wax and polish business, but business has been flat, Jones said.

To help promote the new line of four products, Armor All will offer through a rebate program a free 8-ounce bottle of Armor All protectant to every purchaser of its new paste wax. The car wash will be promoted with a $1 rebate, Jones said.

The car wash, 16-ounce liquid, an impulse item for wax customers, is expected to sell at discounters for $2.69 to $2.89, he said. Paste wax in a 14-ounce can and an 8-ounce aerosol pressure can and liquid wax in a 16-ounce bottle each will sell at discounters for $4.49 to $4.99, he said. Armor All began shipping its wax line Oct. 19, so Sunbelt stores will have it on shelves in time for Christmas.

Armor All is finding that discounters aren't loading up as heavily for November and December delivery, Jones said, but instead are ordering smaller quantities, planning to reorder as they sell through.

Other than the Hydro-Wash program from Turtle Wax and the Armor All waxes, "It will be kind of a quiet year for spring products,' Jones predicted.

Predicts Quiet Spring

Chuck Tornabene, vice president of marketing for Turtle Wax, also predicted "a very quiet spring season,' except for the new was programs.

Turtle Wax will promote its Hydro Wash and Wax products--sprayed from bottles that screw on to a garden hose--with on-pack rebates of $2 for the wax and wash products and $1 for the wash only, Tornabene said.

At discounters, the wash and wax is expected to retail for $6.99 to $7.99, he said, while the wash liquid will retail for about $4.99 to $5.99.

Turtle Wax also is shipping "excellent' amounts of its new non-abrasive wax in paste and liquid and its new Clean Machine detailer liquid for cleaning everying from carpeting and glass to engines and wheels, Tornabene said.

Steve O'Malley, senior automotives buyer for Jamesway, Secaucus, N.J., said he intends to bulk up on the four or five best selling waxes, including Turtle Wax, Simonize and Borden's Rain Dance, and lighten up on the rest.

"I'm going to look at Armor All,' O'Malley said, and he is negotiating with Turtle Wax on its Hydro-Wash line.

"Armor All will sell because of its name,' O'Malley predicted.

Jamesway expects good sales of Turtle Wax spray-on products and plans to promote them heavily instore with endcap displays and signage. Jamesway has done well with another spray-on product--liquid fertilizer--and expects similar customer acceptance in automotives, as well.

In addition, Jamesway will expend "quite a bit of effort' on an entire program of truck accessories from Rubber Queen and Kenco, including running boards, pickup tool boxes, bed mats and tail gate protectors, O'Malley said.

Promotional efforts will include direct mail circulars and instore signs, he said.

Car wash brushes, such as Swirl-On from Clyde Industries and the Turbo-Tek pressure car washer, have been a strong category for Jamesway, O'Malley said, and he plans to add one or two new items.

On the other hand, Jamesway will de-emphasize hard parts such as mufflers, spark plugs and wires, and distributor caps, O'Malley said.

Jamesway plans to maximize successful categories, fashion truck accessories and cleaning products, as it cuts back on hard parts.

Swallens, Cincinnati, will emphasize dress-up, add-on accessories for spring. Accessories for looks, rather than performance, will be the key, said Vince Lonneman, automotives buyers.