Case Study: Automotive
- Challenge:
Increase sales for an established automotive brand with mature product and declining sales.
- Approach:
Leverage the positive brand equity of the brand.
- Recommendations:
Highlight one feature on each vehicle dramatically.
- Results:
30% sales increase within 30 days.
Challenge
This domestic automotive brand at one time had the largest selling midsize vehicle in the U.S.
Although it still enjoyed substantial brand awareness and brand equity, the lack of new product and styling combined with aggressive import competition led to significant sales declines.
The brand was still thought of positively, but due to fewer advertising funds it could no longer reach the awareness levels of previous years.
Trainor was asked to:
- Identify ways to optimize the limited marketing and advertising funds
- Design a plan to increase brand awareness, dealership traffic, and sales
- Implement and manage the plan