Navistar: International Advantage

Navistar is one of the world’s leading truck manufacturers based in the US. In January 2008, they decided to tackle a hitherto neglected market of small to medium fleet owners with 1 to 50 vehicles.

Navistar: International Advantage

Fathom Communications

ENTRY INFORMATION

Category: AutomotiveCountry where program ran: USADate 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, IncMedia Channels: DirectMailOtherWebsite: 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...

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