Headquartered in the USA, Titan manufactures and distributes a range of specialist tyres, wheels and rims to the agricultural, earthmover and ATV sectors across Europe and Africa. As part of a large multi-national group (Titan Europe), Titan Distribution UK was frequently forgotten and lost within the corporate marketing machine. With a different product range and sales strategy to the rest of the group, the umbrella-style branding and marketing approach was not working for Titan Distribution and was proving to be ineffective in getting its message to market. We have been working with Titan Distribution since August/September 2009. During this time we have completed a full marketing audit and based on the data collected, produced a comprehensive marketing plan tailored to the specific needs of Titan Distribution. Using the plan we have helped Titan to redefine its competitive advantage, identify target markets and initiate an appropriate marketing strategy to reach and connect with its defined audience. The process has proved to be invaluable, motivating and energising the sales team as well as revitalising relationships with its customers. We have also produced several marketing tools including a website, flyer, email marketing campaign and a company brochure.