NEW POSITIONING CAMPAIGN

THE OPPORTUNITY

The Eaton Hydraulics division was moving from a product segment marketing strategy to an industry specific strategy. During this time they were also shifting their market positioning from a primary brand to an ingredient brand and they were launching a new product. They needed new value propositions and messages, new methods of developing messaging, a product name with a new brand architecture and personality - all within one week to two months.

MY WORK

• Determined key attributes per product segment, family and customer

• Identified and solidified new product architecture

• Applied an emotive-based approach to a business to business market

• Charted the value proposition development path

• Identified and narrowed target audiences, establishing pain points

• Identified a new name with localized preliminary trademark searching

• Wrote 100+ key messages to go into eight different market segments in under a week

• Developed industry and "star product" value propositions

• Managed the production of new literature, trades how graphics and promotional materials

MY IMPACT

• Clear customer-centric communication and brand architecture designed for global expansion, longevity, and multiple applications

• Defined industry presence

• Focused audiences

• Unified product portfolios while allowing for individuality within existing brand families

• Successful product launch, on time, on budget and useful to the sale representatives

• Improved internal awareness and understanding of the market based, ingredient brand strategy