Newbury Partners - Case Study

In 2004, Joe Gibbs Racing, a three time champion NASCAR Team contacted Newbury Partners with a unique request.

About five years earlier, JGR had developed their own proprietary formulation of racing oil that gave them more horsepower and provided better engine protection than standard oil. They had invested a substantial amount of money in development while other race teams had “income” from oil companies as sponsors. They wanted to figure out how to get a return in this important category and product for a race team.

The Task

Can we sell this oil to other racers/consumers? Can we do this with as little risk and investment as possible?

Newbury Partners developed the complete business plan and strategy for taking the product to market to build a brand and product line from the grass roots.

That strategy included –

Market Analysis – JGR didn’t have money to undergo a large scale market research project, so using industry data and information was acquired to create a detailed analysis of the market potential.

Business Strategy – How to go to market. Determining the most effective distribution channels and how to get the best penetration as quickly as possible.

Value Proposition – The value proposition to not only the end user, but the distributor and dealer – How we structured the product value so that they wanted to sell “our” product over an entrenched competitor.

Brand Strategy – Development of the brand strategy required taking the equities of Joe Gibbs Racing and Joe Gibbs and building a brand that can be expanded and grow with the business.

Business Planning – Building a road map to leverage limited resources in the way of sales, marketing, and operations.

In addition, Newbury Partners provides these services for Joe Gibbs Driven –

Creative Design – Newbury has led the creative process that drives off the brand positioning since inception. This has included creating the Joe Gibbs Driven logo and award winning creative.

Web Development – For a high end product, information is the key. Newbury Partners handles web creative for Joe Gibbs Driven that maximizes ease of information and education for the products.

The Results

In four years, Joe Gibbs Driven has gone from a “sheet of paper” to a top brand in the performance lubricant category.

The brand is poised to extend and grow beyond just lubricants and distribution has been growing quickly.

Newbury Partners continues to oversee the brand and business strategy of this successful brand extension for Joe Gibbs Racing.





					In 2004, Joe Gibbs Racing, a three time champion NASCAR Team contacted Newbury Partners with a unique request. About five years earlier, JGR had developed their own proprietary formulation of racing oil that gave them more horsepower and provided better engine protection than standard oil. They had invested a substantial amount of money in development while other race teams had “income” from oil companies as sponsors. They wanted to figure out how to get a return in this important category and product for a race team. The Task Can we sell this oil to other racers/consumers? Can we do this with as little risk and investment as possible? Newbury Partners developed the complete business plan and strategy for taking the product to market to build a brand and product line from the grass roots. That strategy included – Market Analysis – JGR didn’t have money to undergo a large scale market research project, so using industry data and information was acquired to create a detailed analysis of the market potential. Business Strategy – How to go to market. Determining the most effective distribution channels and how to get the best penetration as quickly as possible. Value Proposition – The value proposition to not only the end user, but the distributor and dealer – How we structured the product value so that they wanted to sell “our” product over an entrenched competitor. Brand Strategy – Development of the brand strategy required taking the equities of Joe Gibbs Racing and Joe Gibbs and building a brand that can be expanded and grow with the business. Business Planning – Building a road map to leverage limited resources in the way of sales, marketing, and operations. In addition, Newbury Partners provides these services for Joe Gibbs Driven – Creative Design – Newbury has led the creative process that drives off the brand positioning since inception. This has included creating the Joe Gibbs Driven logo and award winning creative. Web Development – For a high end product, information is the key. Newbury Partners handles web creative for Joe Gibbs Driven that maximizes ease of information and education for the products. The Results In four years, Joe Gibbs Driven has gone from a “sheet of paper” to a top brand in the performance lubricant category. The brand is poised to extend and grow beyond just lubricants and distribution has been growing quickly. Newbury Partners continues to oversee the brand and business strategy of this successful brand extension for Joe Gibbs Racing.






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