Suitable replacement name for ULTRA

[Art_Vandelay]

Originally Posted By: jfking106
Originally Posted By: Art_Vandelay
Originally Posted By: 440Magnum
I'm still not convinced SOPUS even has a problem.


SOPUS doesn't have a problem with the product. It's first rate. Their problem was choosing to market it under Pennzoil's label. Having two poorly differentiated synthetics under the same brand name was a hole in the boat idea.

The average customer makes a product sink or swim. Not the enthusiast. What does the average customer know about Pennzoil Platinum and Pennzoil Ultra?

- One bottle is silver and the other is black
- One cleans your engine more than the other (probably makes them wonder if they're in the wrong aisle)
- One costs more than the other. But why?

Ultra's strongest selling point (GTL) is a better kept secret than most matters of national security.

If you ask Ultra purchasers what GTL means you'll probably hear Gym Tan Laundry 99 times out of 100.

SOPUS needs to fire a lot of people. Starting with everyone who believed...if the Platinum Diner is doing well, opening an Ultra Diner next door to it will rewrite the definition of brilliance.



The problem isn't the name. The problem is the market is glutted with synthetics. The market has spoken. Only a handful of people are willing to pay the premium SOPUS is asking for Ultra. And that market is already saturated by Amsoil, Redline, etc.


Pennzoil Ultra - an equivocal failure.
Shell Helix Ultra - a success around the world.
They are the same product.

The problem isn't with the name. The name is Ultra.
The problem is with the brand name.

 

[Built_Well]

Originally Posted By: Sunnyinhollister
Originally Posted By: Built_Well
Originally Posted By: Sunnyinhollister

It's not at WalMart, AZ, NAPA, O'Rielly, or CARQUEST. Those are all the autostores within 40 miles of where I live. Maybe it's still at Pepboys but that is an hours drive away and I have not been there for a while. At this point it is mail order status only. I have an easier time finding Redline on the shelf than Ultra. So if they are not discontinuing it, why is it no longer available anywhere?

SunnyinHolister, after checking Pennzoil.com I also called the AutoZone on McCray Street to be sure Pennzoil's info about availability is reliable. Ultra is definitely availabe there. They have 20 bottles of various grades. I'm not quite sure why you thought Ultra was missing in your town's AutoZones, but you're lucky. It's not missing. The Pennzoil.com info is much more reliable than Walmart.com's info, but it's useful to use both web sites.


The Pennzoil site is wrong. I was at O'Rielly this week and no Ultra was present. I was in AZ last week and no Ultra was present. I'm not sure who you talked to, but they were probably thinking Platinum=Ultra. If you look on Autozone's website they do not list "Pick up at store" or "ship to home" as an option for Ultra.

Don't get me wrong, I like the product and have used it on the past. I have three quarts left over from one of the last sales. I just wish it was still available locally. Next time I make it out to Pepboys I'll check their shelves for some.


I spoke with the McCray Street AutoZone on Friday (2 days ago). The clerk assured me they have 40 1-quart bottles of Ultra (20 bottles in 5w-30 grade). He also said they do not carry the bigger jugs. He went back to the shelves, placing me on hold, to double-check. I asked him, "We're talking about Ultra right, not Platinum?" He said yes, it's Ultra.

He said 20 1-quart bottles of Ultra 5w-30, and 20 more bottles of 10w-30.

He even quoted me a price of 9.59, which is the price of Ultra, not Platinum. Ultra 1-quart bottles are 9.59 here too, in Missouri, 2,000 miles away.

Did you go to the Chestnut Autozone or the McCray street one? I didn't call the Chestnut AutoZone after speaking with the McCray Street store, and finding it there.

This all happened on Friday, but I just called again (today) Sunday to confirm, since you had me wondering. A clerk named Andrew said yes, they have 15 bottles of Ultra at $9.59. This time he kept me on hold 7 minutes--he wasn't as fast as the first clerk on Friday. (I guess they sold 5 quarts of Ultra since Friday since now they have 15 instead of 20 quarts.) And he assured me we're talking about Ultra, not Platinum. He said they also have Platinum.

But get this, Sunny, this is the BEST PART for you:

The clerk said they have a sale where you can get a Bosch filter AND 5 quarts of ULTRA for only $35 !! Yes, $35.

Trying to help you get some Ultra cheap before it's all gone Good luck!

 

[Built_Well]

....I forgot to add to my post above that AutoZone has a GREAT deal going on right now for Ultra, Platinum, and Mobil 1. I posted the deal in the Sales and Rebates forum.

 

[BlueOvalFitter]

GTL-ULTRA or ULTRA-GTL

 

[Danh]

Originally Posted By: Art_Vandelay
Originally Posted By: jfking106
Originally Posted By: Art_Vandelay
Originally Posted By: 440Magnum
I'm still not convinced SOPUS even has a problem.


SOPUS doesn't have a problem with the product. It's first rate. Their problem was choosing to market it under Pennzoil's label. Having two poorly differentiated synthetics under the same brand name was a hole in the boat idea.

The average customer makes a product sink or swim. Not the enthusiast. What does the average customer know about Pennzoil Platinum and Pennzoil Ultra?

- One bottle is silver and the other is black
- One cleans your engine more than the other (probably makes them wonder if they're in the wrong aisle)
- One costs more than the other. But why?

Ultra's strongest selling point (GTL) is a better kept secret than most matters of national security.

If you ask Ultra purchasers what GTL means you'll probably hear Gym Tan Laundry 99 times out of 100.

SOPUS needs to fire a lot of people. Starting with everyone who believed...if the Platinum Diner is doing well, opening an Ultra Diner next door to it will rewrite the definition of brilliance.



The problem isn't the name. The problem is the market is glutted with synthetics. The market has spoken. Only a handful of people are willing to pay the premium SOPUS is asking for Ultra. And that market is already saturated by Amsoil, Redline, etc.


Pennzoil Ultra - an equivocal failure.
Shell Helix Ultra - a success around the world.
They are the same product.

The problem isn't with the name. The name is Ultra.
The problem is with the brand name.


Unfortunately for SOPUS, they've positioned brands as Shell=good, Quaker State=better, Pennzoil=best, so having the flagship product under the bottom brand doesn't make much sense. Hard to un-ring that bell. On the other hand, Helix Ultra sounds good, even as a Pennzoil product.

 

[TFB1]

Originally Posted By: Quattro Pete
Originally Posted By: Clevy
SOPUS needs to fire a lot of people.

Fire? I don't think they have anyone in marketing. They need to start hiring.

Agreed, saying it keeps pistons cleaner than a excellent product like the Platinum will get you a deer in the headlights stare form all but the hardcore enthusiast...

I don't care what the name is but it better rate as being more durable, allowing extended OCI(over platinum) if I'm going to consider it... Yeah I'm a M1 EP user...

 

[Hermann]

On a positive note, on Wal-Mart's Web site over half of the stores in the KC metro, 8 or so, have 5qt jugs of all grades in stock for $26. So it is still here.

 

[jrustles]

Originally Posted By: Art_Vandelay
Originally Posted By: jfking106
Originally Posted By: Art_Vandelay
Originally Posted By: 440Magnum
I'm still not convinced SOPUS even has a problem.


SOPUS doesn't have a problem with the product. It's first rate. Their problem was choosing to market it under Pennzoil's label. Having two poorly differentiated synthetics under the same brand name was a hole in the boat idea.

The average customer makes a product sink or swim. Not the enthusiast. What does the average customer know about Pennzoil Platinum and Pennzoil Ultra?

- One bottle is silver and the other is black
- One cleans your engine more than the other (probably makes them wonder if they're in the wrong aisle)
- One costs more than the other. But why?

Ultra's strongest selling point (GTL) is a better kept secret than most matters of national security.

If you ask Ultra purchasers what GTL means you'll probably hear Gym Tan Laundry 99 times out of 100.

SOPUS needs to fire a lot of people. Starting with everyone who believed...if the Platinum Diner is doing well, opening an Ultra Diner next door to it will rewrite the definition of brilliance.



The problem isn't the name. The problem is the market is glutted with synthetics. The market has spoken. Only a handful of people are willing to pay the premium SOPUS is asking for Ultra. And that market is already saturated by Amsoil, Redline, etc.


Pennzoil Ultra - an equivocal failure.
Shell Helix Ultra - a success around the world.
They are the same product.

The problem isn't with the name. The name is Ultra.
The problem is with the brand name.


Shell Helix Ultra confirmed for GTL base??

 

[jrustles]

Originally Posted By: Hermann
On a positive note, on Wal-Mart's Web site over half of the stores in the KC metro, 8 or so, have 5qt jugs of all grades in stock for $26. So it is still here.


You Americans are very lucky to get oil for those kind of prices.

 

[BlueOvalFitter]

Originally Posted By: jrustles
Originally Posted By: Hermann
On a positive note, on Wal-Mart's Web site over half of the stores in the KC metro, 8 or so, have 5qt jugs of all grades in stock for $26. So it is still here.


You Americans are very lucky to get oil for those kind of prices.

AY?

 

[Clevy]

Originally Posted By: BlueOvalFitter
Originally Posted By: jrustles
Originally Posted By: Hermann
On a positive note, on Wal-Mart's Web site over half of the stores in the KC metro, 8 or so, have 5qt jugs of all grades in stock for $26. So it is still here.


You Americans are very lucky to get oil for those kind of prices.

AY?


Its spelled "eh" eh

 

[Clevy]

Originally Posted By: jrustles
Originally Posted By: Hermann
On a positive note, on Wal-Mart's Web site over half of the stores in the KC metro, 8 or so, have 5qt jugs of all grades in stock for $26. So it is still here.


You Americans are very lucky to get oil for those kind of prices.


Well we don't get them all the time but I got 15 jugs of ultra from napa last month for 28 a jug,so deals are out there.
And there is always wal-Marty's roll back pricing. Pp can be found for 24 a jug and qsud also for 24 a jug

 

[BlueOvalFitter]

Originally Posted By: Clevy
Originally Posted By: BlueOvalFitter
Originally Posted By: jrustles
Originally Posted By: Hermann
On a positive note, on Wal-Mart's Web site over half of the stores in the KC metro, 8 or so, have 5qt jugs of all grades in stock for $26. So it is still here.


You Americans are very lucky to get oil for those kind of prices.

AY?


Its spelled "eh" eh

Sorry. The way you Canucks speak, it sounds like "AY."

Eh; A Canadian term, used at the end of a scentence which means, "do you understand?" or "do you agree?"

"The Leafs are gonna win the cup fer sure, eh?"

Here is OUR word terminology down here in Louisiana!

http://www.cajunpotluck.com/CajunDictionary.html
http://www.boodrow.com/mainwebsite/cajun_dictionary.htm

 

[Built_Well]

Originally Posted By: Built_Well
Originally Posted By: Sunnyinhollister
Originally Posted By: Built_Well
Originally Posted By: Sunnyinhollister

It's not at WalMart, AZ, NAPA, O'Rielly, or CARQUEST. Those are all the autostores within 40 miles of where I live. Maybe it's still at Pepboys but that is an hours drive away and I have not been there for a while. At this point it is mail order status only. I have an easier time finding Redline on the shelf than Ultra. So if they are not discontinuing it, why is it no longer available anywhere?

SunnyinHolister, after checking Pennzoil.com I also called the AutoZone on McCray Street to be sure Pennzoil's info about availability is reliable. Ultra is definitely availabe there. They have 20 bottles of various grades. I'm not quite sure why you thought Ultra was missing in your town's AutoZones, but you're lucky. It's not missing. The Pennzoil.com info is much more reliable than Walmart.com's info, but it's useful to use both web sites.


The Pennzoil site is wrong. I was at O'Rielly this week and no Ultra was present. I was in AZ last week and no Ultra was present. I'm not sure who you talked to, but they were probably thinking Platinum=Ultra. If you look on Autozone's website they do not list "Pick up at store" or "ship to home" as an option for Ultra.

Don't get me wrong, I like the product and have used it on the past. I have three quarts left over from one of the last sales. I just wish it was still available locally. Next time I make it out to Pepboys I'll check their shelves for some.


I spoke with the McCray Street AutoZone on Friday (2 days ago). The clerk assured me they have 40 1-quart bottles of Ultra (20 bottles in 5w-30 grade). He also said they do not carry the bigger jugs. He went back to the shelves, placing me on hold, to double-check. I asked him, "We're talking about Ultra right, not Platinum?" He said yes, it's Ultra.

He said 20 1-quart bottles of Ultra 5w-30, and 20 more bottles of 10w-30.

He even quoted me a price of 9.59, which is the price of Ultra, not Platinum. Ultra 1-quart bottles are 9.59 here too, in Missouri, 2,000 miles away.

Did you go to the Chestnut Autozone or the McCray street one? I didn't call the Chestnut AutoZone after speaking with the McCray Street store, and finding it there.

This all happened on Friday, but I just called again (today) Sunday to confirm, since you had me wondering. A clerk named Andrew said yes, they have 15 bottles of Ultra at $9.59. This time he kept me on hold 7 minutes--he wasn't as fast as the first clerk on Friday. (I guess they sold 5 quarts of Ultra since Friday since now they have 15 instead of 20 quarts.) And he assured me we're talking about Ultra, not Platinum. He said they also have Platinum.

But get this, Sunny, this is the BEST PART for you:

The clerk said they have a sale where you can get a Bosch filter AND 5 quarts of ULTRA for only $35 !! Yes, $35.

Trying to help you get some Ultra cheap before it's all gone Good luck!


SunnyInHollister, still there? Oh well, some people you can't help, no matter how much you try, I guess. They take offense too easily. I guess it's a defense mechanism for grave injustices suffered in the past. So it's completely forgiveable. Also in social media, it's too easy to infer something that was not implied, since the net lacks facial gestures and vocal intonation.

Anyway SunnyInHollister, I hope you're able to get the Ultra you so love at that McCray Street AutoZone before they run out of supplies. During their $35 sale for 5 quarts and a Bosch filter, I doubt the Ultra will last long.

 

[440Magnum]

Originally Posted By: Art_Vandelay
Originally Posted By: 440Magnum
I'm still not convinced SOPUS even has a problem.


SOPUS doesn't have a problem with the product. It's first rate. Their problem was choosing to market it under Pennzoil's label. Having two poorly differentiated synthetics under the same brand name was a hole in the boat idea.

The average customer makes a product sink or swim. Not the enthusiast. What does the average customer know about Pennzoil Platinum and Pennzoil Ultra?

- One bottle is silver and the other is black
- One cleans your engine more than the other (probably makes them wonder if they're in the wrong aisle)
- One costs more than the other. But why?

Ultra's strongest selling point (GTL) is a better kept secret than most matters of national security.

If you ask Ultra purchasers what GTL means you'll probably hear Gym Tan Laundry 99 times out of 100.

SOPUS needs to fire a lot of people. Starting with everyone who believed...if the Platinum Diner is doing well, opening an Ultra Diner next door to it will rewrite the definition of brilliance.




I agree with you... but I still suspect that both Platinum and Ultra are selling in EXACTLY the right volumes to maximize SOPUS profit. That was my point- from THEIR point of view, they have no problem. I've already said that from the average consumer's point of view, the screwup was the name chosen for Pennzoil synthetic blend (ie, Platinum). Nothing wrong with the name "Ultra" at all.