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• W2189724904 abstract "Introduction Merritt, we feel we've got a great opportunity with the CK3000 hybrid engine system in the Class Four, Five and Six Gross Vehicle Weight Rating (GVWR) buses and delivery trucks. As we've discussed, we really feel that our niche is the shuttle and small transit bus market. Now, let's go out and make this product a success! With those words of the Cummins Crosspoint president still ringing in his ears, Merritt Becker began to plan just how to make that happen. As the CEO of Crosspoint Kinetics (CK), a newly formed subdivision LLC of the Cummins Engine distributor Cummins Crosspoint, he knew he had quite a challenge in front of him. The CK3000 hybrid engine system had made it through the design verification and validation stages and had already been placed on a number of customers' vehicles. The initial feedback from customers had thus far been encouraging, and Merritt and his team now believed that the product was ready for a full-blown launch into the marketplace. As he pondered how to put the marketing plan for the CK3000 hybrid electrical system together, Merritt knew that he could take advantage of the solid reputation and the brand equity of the parent company, Cummins Engine Corporation, and also the brand equity of Cummins' local distributor, Cummins Crosspoint. However, he also knew that he faced some significant challenges in making this product a success. Merritt took out a pad of paper and wrote down three letters across the top of the page--S T P--standing for segmentation, targeting, and positioning. He knew from past experience that all successful product introductions were dependent on successfully determining the STP for that product, and this situation was certainly no different. However, given the rather unique circumstances surrounding the CK3000 system Merritt knew this introduction was more difficult. Unlike any other new product introductions Merritt had been a part of, the introduction of the CK3000 system faced three unique and significant challenges. First, a number of previous manufacturers of these types of engines had either gone bankrupt or had discovered they did not have the expertise to service their engines properly. This in turn had given these engines a negative reputation in the marketplace that needed to be overcome. Second, there was not a great deal of demand for the CK3000 system in the marketplace. There were not a lot of customers actively requesting this product, so CK was faced with the task of creating demand. Finally, when potential customers considered the cost of retrofitting a current vehicle with this engine many would not find the financial payback attractive. The owner of Cummins Crosspoint had asked Merritt to have viable introduction strategy for the CK3000 system to him within 30 days. He knew he would need all of that time to come up with a plan that would successfully position the product in the market and at the same time deal with the challenges they faced. History of Cummins Engine Cummins Engine was a multinational Fortune 500 company that operated and served customers around the globe. The firm was founded in Columbus, Indiana, in 1919 as Cummins Engine Company and named after its founder Clessie Lyle Cummins. The fledgling firm was among the first to see the commercial potential of an unproven engine technology invented two decades earlier by Rudolph Diesel. Fortunately for Clessie Cummins, a self-taught mechanic and inventor, his vision was shared by someone with the financial resources to make it a reality--William Glanton (W.G.) Irwin, a successful local banker and investor who already had provided financial backing for Cummins' auto mechanic operation and machine shop. After a decade of fits and starts during which time the diesel engine failed to take hold as a commercial success, a stroke of marketing genius by Clessie Cummins helped save the Company. He mounted a diesel engine in a used Packard limousine and on Christmas day in 1929 took W. …" @default.
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• W2189724904 date "2015-11-15" @default.
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• W2189724904 title "Cummins Crosspoint Kinetics: Positioning and Launching the CK3000 Hybrid Engine" @default.
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