CAT FINNING

Case study
Hello!
I am Usman Rafiq
I am here give recommendations on
branding strategy for CAT finning &
rental store case study.

2
Solution
Branding Strategy
● CAT Finning’s rental store customers are feeling
ignored, due to their focus on large contractors.
● In my view CAT should tackle this issue in two
phases. First merge the two brands, rental store
& CAT finning (keep it CAT finning from a brand
equity’s perspective)
● To serve the ‘small customer’ segment, they
should pull together a team of specialized
customer representatives. Who should follow
up with customers for their needs(issues,
replacement etc.)
4
Brand
Mantra
Unmatched performance & reliability
of our equipment, through dedication
& passion for building.

5
SUBSTAITATORS
● Heavy duty, reliable equipment & Build quality.

● Excellent Customer Service

● Dedication towards profession

6
BONUS ITEMS

7
 LOGO
Tag Line: Toughness, & Cutting Edge Performance

8
 How to make
branding fun.

1 2

9
Promotion of
Strategy
Relaunch CAT logo Social Media usage &
Projection display on Burj Khalifa, Branding
Dubai. CAT should put the social media
team in 5th gear. Billions of
people spend more time on social
Trade events media then any other medium,
Great exposure. It’s possible CAT
Display branding in trade events
might find it’s next customer from
and exhibitions.
Facebook and the likes.

10
Thanks!
You can find me at:
● musmanrafiq@khi.iba.edu.pk

11