Integrated Marketing - International Auto-parts Manufacturer

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Situation

An Italian international manufacturer of high performance automotive and OEM parts reached out to HeimannHills Marketing Group to help launch its brand and product line in the competitive U.S. market. The company needed assistance in assessing its strengths, weaknesses, opportunities and threats in order to create an identity in the U.S. In addition, it needed to develop unique selling points to stand out at a crowded trade show in Las Vegas, and generate new leads in the U.S. market.

Strategy

We facilitated discussions with key executives of the company to identify the strengths and weaknesses of the firm’s products and processes. In addition, we analyzed the competition and other industry trends. These discussions and analyses helped us identify that the key strengths of the company were the fine Italian design engineering used in product development and the economical production conducted in China. The value added by the company’s Italian and Chinese partnership was used in all the messages. The primary challenge was to communicate that the Chinese production processes were controlled by the long standing Italian company. We created and implemented this unique messaging in a new logo, tagline, and visual brand for the company. Collateral included a website, brochure and a re-usable trade show booth

Impact

The client was able to create a unique identity and generate many leads at the crowded trade show in Las Vegas. The new website provided a place to order products and the re-usable trade show booth and brochure were used for trade shows and sales presentations throughout North America.

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