The Challenge
Horton is the market leader for engine cooling fans and fan clutches in the on-highway and off-highway truck market. It is recognized as the premium brand and is known for innovation, quality and durability. Once a vehicle is out of warranty, however, the trend is for owners and fleet operators to choose a less expensive aftermarket option to keep their vehicle productive when the fan clutch fails. Over the last several years, competitors have been able to gain an increasing share of this lucrative business. Therefore, Horton elected to retake share by introducing a value brand – Klondike by Horton.
Approach
Content Squared was asked to help develop and introduce an entirely new brand and line of value-oriented products, while minimizing cannibalization of the Horton brand. The target market was selected dealers and distributors who would need to be convinced of the brand’s utility and learn, in turn, how to present it to their customers. Working with the Horton Team, Content Squared conducted a phased introduction in the channel and promoted it via publicity with advertising to follow. It also developed an internal marketing campaign to engage and motivate employees associated with the new brand.
Result
The launch took place in December and it’s ongoing. Early reports suggest a positive reception and strong sales by dealers and distributors.
