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Products & Services Sales and Marketing Marketing Management Deploying Marketing Programs Marketing Communication and Promotion Integrated Organizational Consistency

Marketing Communication Standardization and Consistency

DB Image

ID: 3684


Features:


Words: 1,224


Published: Pre-2016


Delivery Format: Online


 

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Single User: Authorizes use by the person who places the order or for whom the order was placed.

Sitewide: Authorizes use of the report for a geographic site. All people at site can view the report for a year and copies can be printed.

Corporate: Authorizes use for the entire company for a year and copies can be printed. No limitations for usage inside the company.




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919-403-0251

  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • SPECIAL OFFER
Create a common “voice” for all communications to ensure consistency in all
information pieces.
Caterpillar recently made sweeping changes to the look, feel and message of its
marketing communications. Past communications at Caterpillar were quite
disjointed, lacking a consistent look or feel. Additionally, different
departments often created communications that varied greatly in quality. After
conducting in-depth research with dealers and final consumers, the company
sought to create the “Cat voice,” which has provided the continuity that
marketing communications needed. The “Cat voice” concept, which is being
institutionalized throughout the company, standardizes the way that information
is displayed and organizes a wide spectrum of needs:
The customer knows what he/she is looking at and knows where to find
important information, and
Communicators can create communications more efficiently by utilizing
the readily available templates ...

Industries Profiled:
Manufacturing; Medical Device; Pharmaceutical; Automobile; Financial Services


Companies Profiled:
Caterpillar; 3M; Ford; General Motors

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