Honeywell’s Scanning and Mobility business unit had executed an operational excellence based ‘fast-follower” marketing strategy while they grew through multiple acquisitions. With the acquisition of Intermec, Honeywell was now a market leader and in possession of a product portfolio second to none. An extensive research and planning process revealed that marketing would have to work hard to modify preconceived marketplace notions based on Honeywell’s past go-to-market strategy. The solution was to directly address these now out of date perceptions and to shift investment into segment specific content marketing that would reposition Honeywell as a thought-leader in the industry.
Market Research | Industry Marketing | Demand Generation | Global Campaign Planning | Content Marketing | New Product Introduction | Digital Marketing | Vertical Segment Marketing