The document summarizes research into tractors as a product category and their target demographic market. Key insights include that John Deere is seen as an iconic American brand among older, white males aged 55-64 who value strength, practicality and self-reliance. The creative brief positions John Deere tractors as embodying American ideals and calls for increasing brand loyalty among this target group by emphasizing patriotism.

1. Tractors:
The True Symbol of America
By Sarah Brandt
ADV 208.1
3/22/12

2. The Product:
 John Deere was the brand of tractors I chose
 Types of tractors include: utility tractors, compact-utility tractors, sub-compact
utility tractors, garden tractors, backhoe loaders, engineering tractors, two-
wheel tractors, four-wheel tractors, track tractors, and specialty tractors
 My definition: a vehicle similar to a car (in which it houses an engine, runs on
fuel [diesel], and can come in all different shapes and sizes) that is used for
hard manual labor in a farm, industrial, or construction setting
 Uses hydraulics and torque to push, pill, lift, dig, and move objects
 One of the main components of the tractors is the PTO, power take-off unit
which is where attachments are connected to the tractor
 Examples of tractor use: mowing the lawn, plowing snow, moving heavy or
large objects, digging holes, yard maintenance, animal maintenance, and
crop maintenance

4. The Marketplace:
 Using Simmons OneView to do my research I was lead to
the following demographic conclusions:
 Age of people who most commonly use tractors or garden
tractors: 55-64 years old
 Ethnicity of people who most commonly use tractors or
garden tractors: White
 Gender of people who most commonly use tractors or
garden tractors: Male
 Size of property a person owns who is most likely to use
tractors or garden tractors: 10 acres and above
 Status of employment of person who is most likely to own a
tractor or garden tractor: Retired

5. The Marketplace: (cont.)
 Using Simmons OneView to do my research I was lead to
the following psychographic conclusions:
 These men believe that the way they spend their time is
more important than the income they receive
 They are good at fixing mechanical things
 They think we should strive for equality for all
 They have a practical outlook on life
 And they prefer to travel within the US opposed to traveling
to other foreign countries
 I chose specific lifestyle questions that I believe
embodied the spirit of an older white male

7. The Consumer:
 Although a tractor owner may encompass the farmer-like ideals
and qualities of a hard workingman or women who doesn’t
mind getting their hands dirty once in a while, there are many
different types of people who use tractors daily very much
different than the stereotypical farmer.
 My study objectives were to understand and learn about
moderate to heavy users of tractors
 My method was interviewing a diverse group of users (in
gender, age, and state of residence) who shared common
usage rate of the product
 I interviewed 5 individuals over the phone and each session lasted
for 15-20 minutes

8. The Consumer: (cont.)
 Joe’s Story: a 65-year old white male from NY who owns 13 acres of
land and a 30-horsepower Massey-Ferguson utility tractor with a PTO
 Bill’s Story: a 54-year old white male from Oregon, who owns a 17-acre
alpaca farm with nationally winning alpacas and a 44-horsepower
large John Deere compact utility tractor
 Dave’s Story: a 28-year old white male from NY, who co-owns a 5,000
acre commercial farm with his family and a fleet of over 5 tractors of all
different brands
 Justene’s Story: a 19-year old white female from PA, who is an animal
science major at Penn State and co-owns her family’s 180-acre farm
with their International Harvester tractor
 Charles Story: a 19-year old white male from RI, who’s family owns 20-
acres of land and 2 Kubota tractors (one garden and one farm tractor)

10. The Big Insight:
 I discovered were how John Deere was seen as a true
“American Brand” and how it embodied a strong sense
of patriotism
 John Deere is quality and practicality therefore this
demographic of people will buy it
 Masculinity, “fleet”, visual image of American pride
 A hard worker that has the characteristics of an ideal
American

11. The Creative Brief:
 Positioning Statement:
 For men ages 55-64 of age, John Deere is the brand that offers strength and
practicality that reflects the American-spirit and way of life
 Objective:
 To increase brand loyalty of John Deere tractors among older men by 15% in the
next 12 months
 Who:
 55-64 year old men, with a sense of American pride/spirit, hard workers, people who
have worked everyday of there life
 What:
 Buying a John Deere shows your patriotism and sense of pride to our country
 Why:
 A tractor should represent you and the principles you stand for