Evaluate Evinrude’s position in the marketplace
Evinrude, founded in 1909 by Ole Evinrude in Sturtevant, Wisconsin, is the creator of the world’s first commercially viable outboard engine. Since that invention, Evinrude has built a legacy of innovation by engineering the most environmentally friendly engines on the market. However, despite the company’s long history in the outboard engine industry, their market share began to diminish as competitors expanded their presence in the industry.
In an effort to regain market share, Evinrude approached Hawthorne Strategy Group with a unique challenge: determine the company’s relationship with consumers, media, community leaders, and the industry by conducting a brand perception study. The findings from this study would then shape a strategic communications plan aimed at raising their visibility with key audiences.