Case Study / Logistik

Client
Penske Logistics is one of the leading logistics service providers in the USA and has also been active in Europe for a number of years. As a Lead Logistics Provider (LLP), the name Penske stands for supply chain management, transport and inventory management solutions.

Goal
The aim of the communication activities in Germany is to make Penske an established name in the relevant logistics, pharmaceutical and chemical
trade media. The market share of Penske is also
to be increased in the European core logistics
countries of Germany and the Netherlands.

Strategy

• Position Penske as a logistics consultant to distinguish it from companies that just provide transport services.
• Establish long-term relationships with core trade media.
• Position Penske as an expert on the defined core industries.

Implementation

• Performance of national audits (journalist surveys) in order to define potential core industries on the European market in which Penske Logistics can successfully deploy its expertise.
• Targeted positioning of a selected group of Penske managers through guest editorial articles and interviews in key logistics media such as "DVZ – Deutsche Logistik-Zeitung"
  or "CHEMANAGER".

Result

• Extensive publicity in key logistics media.
• Increased awareness in Germany of Penske Logistics as a specialist Lead Logistics Provider for the pharmaceutical, chemical and automotive industry.