Komatsu driven by your success campaign
Market
Research highlighted that customer perception within the earthmoving, mining and construction industries was not entirely favourable. Customers perceived Komatsu as providing quality, technologically advanced equipment that lacked after sales support.
Communication
Customer focused training is currently taking place within Komatsu. A new corporate communications campaign aims to reflect the Komatsu brand’s more customer focused market position. The campaign focuses on how Komatsu helps customers succeed in mining, construction and earthmoving.
Internal communications were also developed to help staff align with the new customer focused vision.
Results
As the campaign is still in its early stages no post campaign research has yet been commissioned. However, the campaign continues to run in targeted industry media and anecdotal evidence has been favourable.