is it painted or polished finish? i have a wheel refurb machine that removed curb marks then can repolish the wheel.
I wouldnt bother with a diy kit. either pay someone to do it properly or do it yourself. the kits are a complete rip off.
he'll need a file (possibly), 80,120,240,460 and 600 wet and dry (if painted wheel), self etching primer, paint, lacquer.
if the curbing is really deep, start by filing the raised edges off. if it is light start with the wet and dry. you need to use the finest one you can get away with that actually achieves something. if it is deep you'll have to start at 80 if it is light you can get away with a lighter paper. often the wheel is hardly marked but the curbing looks severe as it makes a complete mess of the paint.
anyway, work through the grades of wet and dry till you get a nice smooth finish and the paint has feathered nicely. mask the tyre (or have it removed) couple of coats of primer allowing to dry between coats then sand down with 1200 which isnt on my list above ! then spray the colour on. assuming it is metallic hold the can at 45 degrees to the wheel. several layers but allow to dry between. 1200 wet sand then several very light layers of lacquer.
then let his wife drive it and do it all again next week!