A brand conquers the international tractor market

Kubota - a future global major brand

Kubota should become one of the strongest brands in the world. This is what the company's Japanese Executive Board decided back in 2016. The first market to realize this ambition was Europe. And we were Kubota's partner in this. The product category that was chosen as the pilot for this project is also interesting: It was to be all about the new tractors for arable farming. This is a product category that was completely unknown in Europe among the strong tractor brands. The aim was therefore to achieve really big goals ...

Key facts

• Almost 845 farmers surveyed
• Almost 90 employees surveyed
• 7 European countries
• 3 Europe-wide workshops
• 1 synchronized brand story

Such A major Brand Project Needs Strategic Methodological Expertise

If you've ever been a little boy, you know that just like cars, tractors are very strong and highly emotional brands. And if you're a technology fan standing in front of a big tractor, you can feel your enthusiastic child running away with you. Your eyes get big and start to light up. And the want-to-have effect kicks in with a vengeance. So there are a lot of emotional drivers at work when it comes to buying tractors. So it's only natural that we decoded these with our brandsync tool. This enabled us to identify the emotional drivers and motives behind potential tractor purchase decisions.

Success factor: A tightly managed project process

Admittedly, the schedule was really bold. Yes, almost more than that ... there were only three months for market research in Europe. Almost 850 farmers were surveyed in seven countries. An internal survey of Kubota experts was conducted with 90 participants. We then compared and discussed the results in detail. We moderated this process and developed recommendations for action in three European workshops. Anyone who knows brandsync knows that we did this together with the customer: We were joined in this process by sales managers, marketing professionals and top managers from all seven core markets surveyed.

The result: a synchronized and European brand story

"When times are tough, you need unexpected tough solutions." This roughly translates as: When times are tough, you need unexpected tough solutions. This is the brand story with which we launched the new Kubota large tractors on the European market. It is straightforward and to the point, because it reflects the requirements of farmers. Rough times with high economic pressure are exactly the playing field on which Kubota tractors win.