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    Cat Parts Positioning, Final Feb 2021

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    nghiahn

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    © All Rights Reserved
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    Cat Parts Positioning, Final Feb 2021

    Uploaded by

    nghiahn
    9 views1 page

    Copyright

    © © All Rights Reserved

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    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    9 views1 page

    Cat Parts Positioning, Final Feb 2021

    Uploaded by

    nghiahn

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    You are on page 1of 1

    ISSUED: 3.1.

    2021 DEALER INTERNAL USE ONLY

    CAT® PARTS LINE POSITIONING


    UPDATE 2021

    OVERVIEW POSITIONING LANGUAGE

    » More choices at the right price for the right application


    Effective: March 2021
    » Designed by Caterpillar for your Cat equipment
    Regions: All
    » Conveniently available from your Cat Dealer
    Part Families: All » Reliable performance, with Cat Parts Warranty

    PARTS RELIABILITY DURABILITY TECHNOLOGY BRAND POSITION


    LINE (quality & fit) (longevity, life)

    Industry leading:
    Best equipment
    designed for full range
    Performance Cat Parts Warranty Industry leading performance
    of applications
    and integration
    and utilization

    Returns used parts


    to like new condition
    Reman
    Cat Parts Warranty Industry leading Industry leading at a fraction of the cost;
    same quality, warranty, and
    performance as factory-fit

    Meets industry
    Competitive initial
    expectations - top of
    Meets industry purchase price with
    competitive range.
    General Duty Cat Parts Warranty expectations competitive life vs
    Designed for moderate
    industry standards for
    and light applications and
    targeted application
    lower utilization

    DOs DON’Ts
    » Do use positioning when showing choices and » Don’t position as good, better, best - position as
    comparing parts to help identify the right part for the the best product for the application and customer
    right application and need economic situation
    » Do use positioning to provide clarity to » Don’t position as “tiered offerings”
    product differences
    » Do reference multiple value offerings as “choices”
    externally with customers

    PLEASE SEND INQUIRIES TO: BRAND HELP DESK +1 309-675-5135 | brand.cat.com

    © 2021 Caterpillar. All Rights Reserved. CAT, CATERPILLAR, LET’S DO THE WORK, their respective logos,
    “Caterpillar Corporate Yellow”, the “Power Edge” and Cat “Modern Hex” trade dress as well as corporate
    and product identity used herein, are trademarks of Caterpillar and may not be used without permission.

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