Case Study: Volvo Trucks

Volvo Trucks, the truck division of Swedish AB Volvo has been selling trucks in markets around the world for several decades. Its early trucks lacked quality, were sold under a variety of names in different countries, at relatively low prices, and had gained a reputation as low-status fleet trucks. In recent years, however, Volvo Trucks had consolidated its various nameplates under the Volvo brand and had developed a new line of premium trucks the VN Series which were superior to competing premium brands. However, despite the VNs superior performance, Volvo was still perceived as low status activity was needed to ensure that the Volvo brand matched the new high-quality product developed. The Marketing Director was tasked with developing an integrated campaign to align Brand and Product, with specific brand objectives:
To increase awareness from 68% to 75% To increase preference from 54% to 64% To increase scores on key core Volvo brand attributes:
Quality 35% to 60% Safety 45% to 80% Modernity 28% to 58% Comfort 32% to 45%

Case Study: Volvo Trucks

The campaign needed to address both truck fleet buyers, independent owneroperators and drivers themselves, as firms perceived as having better performing, more comfortable, higher status trucks have a big edge in attracting and holding good drivers. In order to ensure maximum impact for the campaign, the Marketing Director decided to go for a common theme for all activity that could be adapted across Europe. Research had identified that nearly half of all truck drivers watch some or all of an average European finals football match. The new Marketing Director called for a meeting with his team to think and develop an innovative integrated campaign consisting of relevant Marcomms activities, to insure the achievement of Volvo Trucks brand objectives.
(work in teams)