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Guru Wax
premium paste wax

guru premium paste waxManufacturers' Claimsguru wax
  • Expensive
  • Easy to apply
  • Easy to remove
  • Packaged for the perception of value
  • The small packaging becomes problematic for use

The Reviews

Over-all Rating

Packaging

Ease of Application

Ease of Removal

Covering/Hiding Performance

Finished Appearance Rating

Darren's Remarks

I was introduced to this newer car wax product through one of my suppliers looking to possibly carry this line of wax. I asked him what his impression was, and true to his character, he was unwilling to make any comments prior to my testing; he wants to make sure I go into it with no preconceived impressions.

I will start off by saying that as far as car waxes run, this is on the expensive side of the scale. At $69.99 per tub, I think many people would have a hard time justifying the price.

This is what I call the guilt by association method of marketing; the bigger the price, the more exclusive the product becomes. While price is usually an indicator of quality, price also automatically dictates where you reside on the echelon of society; so I understand the strategy when it comes to price points. Of course the neurotics and fanatics amongst us are easy targets for this kind of marketing, as they hardly stand a chance in succumbing to the lure of exclusivity with the perception created with high price points.

Based on the basic merits of this product, I would give it a thumbs up; I would even go as far as to use it in my daily car detailing business. It delivers the results, is user friendly, and my "distinguished" clientele' would appreciate the perception of value that a high priced, high packaged car wax product would represent.

The smaller than normal packaging adds to the perception of value through the old supply and demand factor; decrease supply, and demand/price goes up. The problem with this is that becomes a counterproductive moment when it comes to actually using this car wax product. It is easy to see why paste wax has long been packaged and sold in the larger, shallow wax tins that we have long become accustomed to; there is room to actually get at the wax. But once again in closing, I give the Guru wax a thumbs up!



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