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John Deere Forestry Products
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Categories
- Tracked Feller Bunchers
- Wheeled Feller Bunchers
- Skidders
- Forestry Swing Machines
- Wheeled Harvesters
- Forwarders
- Dozers
- Attachments
- Energy Wood Harvesters
For specific product information and applications, click here.
Overview of the current North American brand marketing initiatives
o Web Site Marketing
o Social Media Marketing
o Customer Relations – online and print
o Dealer Relations
o Events Marketing
o Dealer-to-Customer
o Brand-to-Customer
o Trade Shows
o Promotional Traveling Events
o Print Advertising
o Co-Op Print Advertising
o National Trade Magazines and e-zines
o Printed Collateral
o Promotional brochure
o Product catalog
o POS
o Public Relations
o Media pitching
o Media outreach
o Trade show media relations
o Press conferences
Assignment
Develop an Integrated Communications Plan to increase market share in Russia for John Deere’s construction and forestry offerings.
Taking a business-to-business approach and leveraging trade media and trade shows, identify target audiences, goals, objectives, strategies and tactics to:
- Build awareness of construction and forestry offerings;
- Position construction equipment and forestry equipment in the minds of Russian customers
- Differentiate CE & FE from the competition; and
- Increase sales in the growing Russian market.
Your plan should be 12-months long and be strategic in nature. It should be comprehensive; utilizing all integrated communication tactics as appropriate, but should especially include recommendations for:
- Utilizing direct marketing efforts
- Employing unconventional marketing and promotional tactics
- Developing a program of social media efforts
- Creating John Deere loyalty program/owners’s club (for Construction Equipment customers) similar to the ones in the car market (VW, Mazda, BMW)
- Tracking customer satisfaction.
Assume you have a budget of $500,000 to support your Integrated Communications Plan and marketing initiatives. Note: If it’s necessary for success to somehow scale or narrow the project, please focus on construction over forestry.
Resources
To learn more, visit www.johndeere.com
Please direct all inquiries to:
McGavock Edwards
mcgavocke@imre.com
919-747-8680
Professor Garry Bolan
Towson University
gbolan@towson.edu
Do not contact John Deere or John Deere’s worldwide marketing center under any circumstances. Failure to comply with this or the non-disclosure note may result in a penalty.
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