I recently came across an interesting article on the state and hopes of the LPG industry in Australia. It serves as a good product focused marketing strategy example.
These last few years they’ve faced a declining market due to the popularity of the hybrids, high tech fuel efficient engines and the resurgence of diesel power.
Michael Carmody, the CEO of LPG Australia, has a mandate to be product centred – he is after all the head of a product focused entity. So in response to a declining market it is no surprise to read he’s staying “on product”. However he is also representing the LPG converters and installers who have been doing it very tough. I think they need some better advice.
As quoted on a recent article on the carsales.com.au network, he states:
“The decline in vehicle conversions started occurring in 2008, which I guess was the heyday of vehicle conversions — and the conversions have been declining since that period, where today the market is doing it extremely tough… in terms of keeping that vehicle conversionindustry a viable industry.”