Client Case Study

Engaged employees to successfully launch a new product, deliver the brand promise

Challenge:

To ensure its position as a category leader, International Truck and Engine’s (now Navistar International) engineers and designers needed to fully understand expected customer benefits and deliver the brand promise via the first new product in 25 years.

Actions:

• Articulated the CEO’s product vision and boundary conditions.
• Conducted brand seminars for 450 engineers and designers.
• Helped obtain a “seat at the table” for engineers and designers, involving them in the strategic positioning statement and advertising development.
• Developed a “brand in a box” for internal road shows.

Results:

• Re-engineered the power train and vehicle front-end for responsiveness and handling. Under the hood, re-engineered fill and check points for accessibility.
• Prompted 2,000 dealers and customers to participate in a competitive ride-and-drive at the launch event, with 4,300 trucks sold at launch (43.3 percent over goal).
• Continued to deliver a 20-point share increase for two months (60 percent in the industry).
• Saved the company $7.9 million in planned launch event costs.