CNH Reman
Discovering Opportunities for Growth

Challenge

CNH Reman was looking to gain increased awareness and consideration within the agriculture and construction segments for remanufactured engines and components. Their direct customer is not the end user – it’s their dealers, and they needed a means to get into the minds of the end user to identify growth opportunities.

Solution

R+K 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. R+K used the insights to develop messaging and communication strategies from both a pull (end users) and push (dealer) focus.

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

1 %
“Excellent” Rating Construction Cohort
%
“Excellent” Rating Ag Cohort

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