A new positioning “More care. Built in” was defined.

Market Situation / Problem
In 2001, Volvo Construction Equipment decided to centralise marketing and to define a new global brand positioning. At this time, there was no information available on the status of the brand Volvo CE and its major competitors nor on market and brand drivers.

Our Approach / The Solution
We analysed the status of major construction equipment brands in the key markets, US and Germany, and defined the key brand drivers. In cooperation with our client and with the advertising agency, the new positioning “More care. Built in” was defined. Then we pre-tested its implementation with print advertising and sales material. The country-specific adoption of the global positioning was defined via further brand research in France and Latin America. Monitoring of the brand development has taken place in the US and in Germany since 2002.

Result
Brand value has nicely developed in the US and in Germany, along with market share. Volvo CE has also strengthened its brand profile in key driving areas. At the same time, the new centralised global marketing strategy and the globalisation of brand positioning and advertising activities have lead to savings of 20% of the marketing budget.