SITUATION
CNH Reman was looking to gain increased awareness and consideration within the agriculture and construction segments for remanufactured engines and components. The company’s direct customer is not the end user — it’s the dealers. CNH Reman needed a means to get into the dealers’ minds to identify growth opportunities.
SOLUTION
We developed a quantitative and qualitative research study with targeted end user groups to understand levels of awareness, perception and consideration factors for remanufactured products in general, and CNH Reman specifically. We used the insights to develop messaging
and communication strategies from both a pull (end users) and push (dealer) prospective.
RESULTS
- Uncovered valuable insights including the primary need for end user educational content about the process of remanufacturing and related misconceptions
- Developed strategies and tactics for communicating cost comparisons in a fast and effective manner
- Generated a comprehensive communication plan and messaging strategies for dealers and end users to increase awareness, consideration and trial of CNH Reman products
Reliability Perception Rating Increase After Defining CNH Remanufacturing Process