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Thetford

Founded in 1963, Thetford is the leading supplier of sanitation and refrigeration products for the RV, marine, camping, and heavy-duty trucking industries.

The Challenge

Thetford is known for their high-quality products that make mobile living more convenient, cleaner, and easier. What is not clear is their organizational mission and brand strategy.

In any successful organization, strategy must drive tactics – meaning you cannot develop an effective branding strategy unless you first clearly understand the mission and goals of the organization. RCP partnered with Thetford to conduct a Flight Plan™ – a deep dive into Thetford’s business model from both an internal and external perspective to develop the most effective branding strategy. Two initiatives were launched to better understand the perspectives of their different consumer channels.

What We Learned

  • Thetford has four well-defined attitudinal customer segments.
  • Demographic differences, like age, do not play, a role in their customer’s or prospects attitudes toward their purchase decisions, resources utilized, or brand recognition.
  • At the product level, respondents were more familiar with the product brand names than the Thetford brand.
  • RV dealers have an opportunity to influence the product purchase behavior of 80% of all new or used RV owners.
  • All respondents want RV brands to provide care and maintenance videos and guides.