June '16

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48 • RV PRO • JUNE 2016 rv-pro.com Rewinding in Time Fort Lauderdale, Fla.-based Star brite originally began gearing its product lines toward the RV market around 1983. Hahn says it was an emerging, fast-growing market and the supplier had a lot of inno- vative products to offer. However, the supplier's RV product run was short-lived. Some six or seven years later, Star brite made the decision to exit the RV market due to fierce competition. Hahn says the competition had been under- cutting Star brite by offering cheaper (but less effective) products. "What happened was a lot of competi- tors got into the chemical side of the RV business and really came out with some watered-down products," he says. "It was a price-point war and … we didn't want to participate in that philosophy." Fast forward to 2014, and Star brite was back in the game. Hahn says Star brite made the decision to re-enter the RV market after seeing a comeback within the industry and repeated requests from its distributors. But Hahn emphasizes that Star brite is determined not to play the price-point game – standing by its philosophy to deliver quality products at fair prices. "Our philosophy as a company when it comes to product performance is: We want to give you the Cadillac deal for a Chevy price," he quips. "We're not the lowest price by any means in the marketplace. But we're going to give you a product that really per- forms, which saves money in the long haul." The Trifecta Approach Due diligence on the part of Star brite executives, Hahn says, revealed growth opportunities within the RV market due to market changes, such as consolidation among competitors and distributors as well as stagnant product development. Com- pany officials honed in on the latter part and spearheaded its resurgence into the RV market by utilizing a three-pronged mar- keting approach via TV, print, social media and radio that focused on water, air and fuel quality. Hahn says Star brite already had been developing a lot of products that had great applications for RVs. "It was stuff that hadn't been seen before Chemist Edwin de Carmen creates a new chemical formula in the quality control lab. Other tasks performed by Star brite chemists include testing each batch for quality and retaining samples of each to ensure consistency. Star brite is focusing its resurgence into the RV market in part by offering water quality products. Applicable products include the company's Water Shock, Water System Conditioner, and Water Treatment and Freshner.

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