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.
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.
- 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