Allison Transmission's BTL Activity

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Allison Transmission study outlines its presence in India with the BTL activities to present themselves as a world leading manufacturer of fully automatic transmissions. …

Allison Transmission study outlines its presence in India with the BTL activities to present themselves as a world leading manufacturer of fully automatic transmissions.

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  • 1. Presents CASE STUDY OF ASSOCIATION FROM OCTOBER 2010 No of Projects - I
  • 2. 1 .About Company:Allison Transmission is the world’s largest manufacturer of fully automatic transmissions formedium and heavy-duty commercial vehicles, medium and heavy-tactical U.S. military vehiclesand hybrid-propulsion systems for transit buses. Allison transmissions are used in a variety ofapplications including on-highway trucks (distribution, refuse, construction, fire & emergency),buses (primarily school and transit), motor homes, off-highway vehicles & equipment (primarilyenergy and mining) and military vehicles (wheeled and tracked). Founded in 1915, Allison hasglobal presence in 80 countries, and over 1,500 independent distributor and dealer locations.2. Aim / Measurable objectives: - The company is very new to Indian market though they are the leader in Automatic transmission globally; to mark their presence in India they wish to present themselves as a world leading brand which is technologically advanced. - To share Allison’s history of growth globally, by creating attractive and wonderful experience zone with history walls. - Display of actual transmissions and tear down parts along with technical specification.3. Strategic Insights: - Allison Transmission wanted to do 8-10 Tech Day events in a year in the premises of different Original Equipment Manufacturers / State Transport Undertaking’s/ Trade shows: Ashok Leyland, Tata Motors, APSTRC,BMTC, UMI. To cope with this requirement they required: Complete responsibility from design to execution from one agency with impeccable co-ordination. A portable set-up which is reconfigurable to cope with different dimensions of space available and re-usable to compensate their different types of promotional activities. - Innovative solution that goes well with their brand image.4. Challenges: - No-tools were allowed in the premises where set-up had to be executed. - There was a stringent time limit for built-up which had to be done noiselessly. - The execution had to be done in different parts of India from time to time. I
  • 3. 5. Design Conceptualization: - Mark a Grand presence in Indian market - To create an experience zone where free interaction is possible. - Huge Innovative display spaces for their heavy products. - A large seamless wall to display the brand’s History.6. Projects: TECH DAY AT ASHOK LEYLAND CHENNAI I
  • 5. EXHIBIT SET-UPS FOR TRADE FAIRS7. Client Feedback:“ INSTA group provided us with high quality of service , and worked tirelessly on all aspects ofour PAN INDIA road shows at regular intervals-their work includes site visits, set-up concept,signage’s, artwork design logistic management, Installation & dismantling of set-up andmuch more. INSTA exceeded our expectations in all areas.’’ ‘Priyanka Singh, MarketingSpecialist, Allison Transmission’. I
  • 6. C S S UD E A E T IS