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Goodyear launch case
 

Goodyear launch case

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This is regarding the marketing case on Goodyear Aquatread tyre launch.

This is regarding the marketing case on Goodyear Aquatread tyre launch.

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  • Named in honor of Charles GoodYear In 1898. Ford-T model, Corsair airships in WW2. Named in honor of Charles GoodYear In 1898. Ford-T model, Corsair airships in WW2.
  • Named in honor of Charles GoodYear In 1898. Ford-T model, Corsair airships in WW2. Named in honor of Charles GoodYear In 1898. Ford-T model, Corsair airships in WW2.
  • Named in honor of Charles GoodYear In 1898. Ford-T model, Corsair airships in WW2. Named in honor of Charles GoodYear In 1898. Ford-T model, Corsair airships in WW2.
  • Named in honor of Charles GoodYear In 1898. Ford-T model, Corsair airships in WW2. Named in honor of Charles GoodYear In 1898. Ford-T model, Corsair airships in WW2.
  • Named in honor of Charles GoodYear In 1898. Ford-T model, Corsair airships in WW2. Named in honor of Charles GoodYear In 1898. Ford-T model, Corsair airships in WW2.
  • Named in honor of Charles GoodYear In 1898. Ford-T model, Corsair airships in WW2. Named in honor of Charles GoodYear In 1898. Ford-T model, Corsair airships in WW2.
  • Named in honor of Charles GoodYear In 1898. Ford-T model, Corsair airships in WW2. Named in honor of Charles GoodYear In 1898. Ford-T model, Corsair airships in WW2.
  • Named in honor of Charles GoodYear In 1898. Ford-T model, Corsair airships in WW2. Named in honor of Charles GoodYear In 1898. Ford-T model, Corsair airships in WW2.
  • Named in honor of Charles GoodYear In 1898. Ford-T model, Corsair airships in WW2. Named in honor of Charles GoodYear In 1898. Ford-T model, Corsair airships in WW2.

Goodyear launch case Goodyear launch case Presentation Transcript

    • GoodYear:
    • The Aquatred Launch
  • History
    • Traditionally huge market share.
    • Foreign market share rose from 8% in 1972 to 22% in 1990 .
    • Increased oil prices
      • High Input cost as oil was a raw material
      • Low demand of cars
  • Market Segmentation
    • Replacement & OEM
    • Performance & Broad line
    • Major, Minor & Private Brands
  • Market Segmentation
  • Brand Share
  • Consumer Segmentation
    • Price-Constrained buyers
    • Value-Oriented buyers
    • Quality buyers
    • Commodity buyers
  • Consumer Segmentation
  • Distribution Channels Garage/service stations Large Independent tire dealers Others Small Independent tire dealers Manufacturer-owned outlets Mass merchandisers Warehouse Clubs
  • Distribution Channels
  • Goodyear’s Distribution
  • SWOT
    • Strength:
    • Dedicated independent dealers
    • Brand recognition
    • Strong track record in launching new products.
    • Largest market share in replacement segment.
    • Strong brand image among price oriented buyer.
  • SWOT
    • Weakness:
    • Michelin has stronger value oriented and quality oriented buyers and has stronger customer loyalty.
    • Low profit and high indebtedness.
    • Limited marketing channels.
    • Availability of Goodyear products at unauthorized dealers at low prices.
    • Low availability in other outlets forced consumers to choose other brands.
    • Knowledge levels of distributors.
  • SWOT
    • Opportunity:
    • New technological breakthrough.
    • Absence of high durability/distance tires.
    • Absence of wet condition tires.
    • Winter Olympics .
    • Threat:
    • Possibility of competitors launching products in the same segment.
    • Further erosion of market share to foreign competition.
  • Aquatred (Elements)
  • POP
    • Quality radials
    • Precision handling
    • Large dealership network
  • POD
    • Safety (lowest stopping distance)
    • Durability (60,000 miles>> Industry average)
    • Best Wet Traction
    • Appearance: New, innovative & contemporary design
  • BCG Matrix High Low High Low Cash Returns Cash Usage Value oriented Buyers Commodity Buyers Quality Buyers Price-constrained Buyers
  • Should we launch Aquatred?
  • What are we selling? SAFETY
  • Strategy
  • Strategy
    • Forward Integration to be manifested into:
      • Promotion among travel agencies and car rental services.
        • Size of car rental services in 2001 was $9.5 billion, in 1991 $2.5 billion.
      • Promoting specialised training for sales personnel of independent dealers.
  • Strategy
      • Promote aggressively during the Olympics and create difference awareness among the customers.
        • To counter the trend of “grudge purchase” and “commoditization”.
      • A Story
  • Strategy
    • Customer Relationship Management
      • To increase brand loyalty
      • To increase direct communication
      • To create a database for trends and consumer preferences
  • Strategy
    • Use Winter Olympics to advertise and launch.
    • Capitalise on high brand recognition.
    • Use new, sleek appearance to woo customers.
    • Promote high durability aspect.
    • Price at a premium range for new safety feature.
    • Promote as a high-performance tire in wet conditions.
    • Aggressively promote in high-precipitation areas.
  • A Q & Q U E S T I O N S A N S W E R S