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Article: Case in point: strategic thinking drives sales.(NAMA'S 2007 MARKETER OF THE YEAR)
- Article from:
- Agri Marketing
- Article date:
- May 1, 2007
CopyrightCOPYRIGHT 2007 Doane Information Service. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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by the Colle + McVoy Staff
New Holland is a century-old hay tools company that once was linked to Ford Motor Company. The company and its agency, Colle + McVoy, faced the challenge of reinventing and reintroducing New Holland as a tractor brand.
They were up against fierce competition in the tractor marketplace, with domination by John Deere, strong movement by Kubota and Case IH, and an influx of less-expensive brands who were aggressively vying for the rest of the pie. Competitive brands were spending many times more than New Holland. Making matters worse, nearly every segment of the agriculture equipment industry was stagnant or shrinking.
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