Orion Industrial
Orion Industrial is a manufacturer of synthetic lubricants. These lubricants help companies (fleets, non-road, and agricultural users of medium and heavy-duty diesel engines) lower their fuel costs. Orion Industrial's management team recognized their products' potential and selected Fahrenheit to help develop a cost-effective strategy to bring them to market.
Using Fahrenheit's Marketing by Objectives planning process, we were able to help Orion Industrial identify its best customers to focus its limited resources for the initial launch and to support the first year's promotional plan to: increase awareness of the company and its products; induce trial through field testing and analysis; and, implement the lubricants' use into the customer's fuel and maintenance program.
The success of the program is clear. Orion Industrial has been able to meet or surpass its measurable objectives as identified in the plan.
