June 27, 2013

Detail Doctor Wheel Jelly

Description: A wheel cleaner
Main Pitch: "Your wheels can look showroom new without any scrubbing or harsh chemicals"
Main Offer: $14.99 for one bottle
Bonus: TS-90 Tire Shine (just pay shipping)
Starring: Danny "The Count" Koker
Marketer: IdeaVillage
Website: www.GetWheelJelly.com
Prediction: Unlikely to succeed

"Wheel jelly" does not sound tasty at all! I don't put much stock in names, but I have seen some evidence that a bad name can hurt sales. If so, this name is definitely a liability.

As for the product, I believe it to be ill-fated because: a) With few exceptions, car items don't do well on DRTV, b) the one major exception I can think of is helping Detail Doctor sales -- and that won't be the case with this item, and c) it is way too early to benefit from or extend this brand.

Finally, even if all of the above weren't true, this product is a bonus at best because its use is too specific. The first product transformed the look of an entire car, not just one part of it.

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