Navistar: International Advantage

Fathom Communications

ENTRY INFORMATION

Category: Automotive
Country where program ran: USA
Date program started/ended: January 2008

Product Description: International Truck is one of the world's leading producers on commercial trucks, ranging in size from delivery trucks to over-the-road semis.

Advertiser/Client Name: Navistar, Inc
Media Channels: DirectMail
Other
Website: www.InternationalTrucks.com/Advantage

STRATEGY

Marketplace Challenge:

Market research revealed International's dealer network was largely ignoring small-to-medium fleet customers (fleets of 1-50 trucks). With sales to these customers representing nearly 50% of annual sales, International knew they needed to further engage this vital customer segment in order to increase overall market share.