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"Working with ITP on the
Grand Vitara Training Program
was very refreshing.
They understood our need for
share of mind with the dealer
principal and sales force.
They viewed this program as a
significant product launch versus
just a training video.
We made the right decision in
hiring ITP and we look forward to
a long and successful relationship."
American Suzuki
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| Objective |
American Suzuki Motor Corporation hired ITP Strategic in the third quarter of 1999 to help launch the Grand Vitara to its dealer network. The comprehensive training program must target the dealer principals and sales force.
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| Challenge |
In the past years, Suzuki had their advertising agency produce and distribute a training video. However, this approach provided "training only". It was not successful because the program did not adhere to a specific process and was not accountable. The Grand Vitara is a unique, niche vehicle. Its position as a small SUV with more versatility, options and power was critical to the future success of American Suzuki Motor Corporation. The launch must position this vehicle powerfully in the minds of the sales force.
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| ITP Solution |
We took an integrated approach to this project. Specifically, we
- Defined issues and expectations
- Conducted a field audit to discover wants, needs and past problems
- Developed a training program that consisted of: measurable objectives, dealer audit, pre-promotion, training, testing and feedback.
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