Komatsu Undercarriage Program

Market Opportunity
Management saw huge potential for growth in market share of undercarriage solutions, but did not know how to realise this potential. Management also wanted to provide support to field technicians about their undercarriage service.

Research & Insight
We conducted telephone interviews with customers and staff. Interviews revealed that over 50% of customers that received a free ultrasonic inspection went on to purchase additional Undercarriage Services. This information provided us with the basis for our communications – we are not selling a service, we are offering a free inspection and report.

Recommendation
Simple. To grow market share we developed communications platform that promoted free ultrasonic undercarriage inspections and reports. To support field technicians we developed a comprehensive sales support and education kit.

Program Development
Carlon Leong worked with Komatsu to develop all contents for the education kit, including sales process and customer equipment profiling. In addition we produced advertising, direct mail for in house debtor mail-out and PR releases. Original photography was commissioned using staff and a Komatsu customer.