Marketing Strategy: Learn from Caterpillar

Everybody must know Caterpillar, a manufacturer that produce heavy machinery and equipment for construction, mining, etc. Caterpillar is now the leading manufacturer in the heavy machinery product. What actually the Caterpillar has done for his marketing?

Adding Value

In this world, there are many heavy machinery factory like Komatsu, Hitachi, Volvo, New Holland, Caterpillar, etc. We believe all the manufacturer produce qualified products. But, Caterpillar leads the sales. Its products are used everywhere in this world. What the factory's strategy for its marketing is actually the same as what it is done in Mayo Clinic. Caterpillar uses CARING for its customers.

So what kind of caring does Caterpillar implement? Humanizing human is the answer. It treats the customer like human. Let's see deeper. Its customer uses the machinery in a place that it is hard to achieve. It is maybe in the jungle or in the middle of the sea. Caterpillar knows better what its customers need. Spareparts! Yup, how good the product is made, it can be broken. To ensure the guarantee of sparepart availability , the company makes a beautiful marketing tag line. The tag line is something like this:

"48 Hours Part Service Anywhere in the world or Caterpillar Pays"

That tag line gives a sensational offer for Caterpillar's customer. This marketing strategy has made the company win the battle in the machinery market. As Caterpillar fulfill its tagline, it becoming the adding value for the company. The customer will feel really sure to use the product as the company guarantee the part service availability. This is how CARING is used in Caterpillar.