POSITIONING AND MESSAGING

JUMP START ENGINE SALES

BRANDING ENGINES

Capability: Market Communications

Axiom Tools: Market StrategyNamingMessaging

Business Objective

  • Reposition client engine group as superior to Caterpillar and Cummins to drive increased profitability through increased share of market and pricing

Strategy

  • Rename the company division
  • Create messaging and visuals that spotlight industry innovations brought to market by client
  • Train sales team and dealers to deliver the new story to end user customers
  • Create industry leadership collateral and ads

Results

  • Average increased price and overall profitability estimated at 11% and 8%, respectively in less than 24 months
  • Grew non-client dealer distribution by 10%

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