Being the largest bulldozer manufacturer in the world, Shantui commanded a significant percentage of the construction machinery market in China. To grow their export business Shantui commissioned VMA Worldwide to internationalize their brand. Utilizing the already strong Shantui logotype, VMA Worldwide began with developing the brand platform resulting in the creation of the positioning statement VALUE THAT WORKS. In addition to the “value” proposition, Shantui has been also aggressively diversifying its product offering which became a significant component of the messaging developed for the application of the refreshed brand. Over several years, VMA Worldwide has developed an integrated marketing communications program that has included a corporate overview brochure, corporate video, company website, print ad campaign, product brochures & specification sheets, global brand identity standards manual, environmental graphics guidelines and more in five languages.
“VMA Worldwide captured the ideal balance between performance and price with the multi-level-meaning ‘VALUE THAT WORKS’ positioning statement.”