7. The Tyre Industry has seen a Compound Annual Growth Rate of 3.7%
between 2011 to 2014. Amounting to 271,230.9 Million in 2015. Asia Pacific
accounts for 47% Market Share of the industry as of now.
8. In the Asia Pacific, according to Marketline. The
leading companies in this market would be
GoodYear, Bridgestone and Michelin.
Bridgestone - 12.5%
Michelin - 9%
GoodYear - 6.6%
10. Most drivers use the tyres that come with their cars. Even though
consumers expect quality in the products, most tyres are
undifferentiated and similar. The perception of tyres changes according
to branding.
12. Product (Brand
Personality)
Pirelli is a performance
based brand.
They have a lot of focus on
innovation and product
quality.
Price
Pirelli has a wide range of tyre products,
mostly focusing on their PZERO series.
Their price range costs similar to other
brands, from the cheaper smaller sized
wheels costing about $150 to bigger sized
wheels that can cost up to $700 - $800.
Place
Direct selling from Pirelli as
the supplier, or through
retailers.
Pirelli is the official tyre
supplier for companies like
Pagani, McLaren, Sauber
and Ferrari.
Promotion
Pirelli’s “HighwayZERO” campaign:
To promote the company’s P Zero All
Season Plus tyre.
The new site will feature “gaming style”
interactive features so users can interact
with three videos showcasing the P Zero
in mixed, dry and snowy road conditions.
14. Product (Brand Personality)
Dunlop prides itself as a high
performance brand that utilizes
technology to connect the driver
and the road. Main attribute would
be the stability of tyres.
Price
The most premium price for
Dunlop Tyres would be the
Dunlop SportMax GT600 CCT V1
SIZE 285/35R20 $750 while the
lowest cost in the series is
Dunlop SportMax TT 225/45/18
$200
Place
Dunlop tyres can be purchased
through its official website and
retailers.
Promotion
Dunlop’s “I RIDE” Campaign
(2014):
The I RIDE Dunlop campaign
features print ads, online
advertising, social media content
and commercials that run in
conjunction with the 2014 AMA
Supercross and Motocross races.
Main reason for the event would
be to test the functionality of the
vehicles.
16. Product (Brand
Personality):
Bridgestone tends to
focus most of their
product marketing with
the F1 motorsports
scene.
Price
Tyres of Bridgestone range, the most
expensive tyre would be the Continental
Sport Contact 3 Runflat (Size 275/40R19)
$560 and for the least expensive tyre on the
website would go to Continental Sport
Contact 5 (Size 225/45R17 MO) $158
Place
Through retailers,
suppliers and
Bridgestones official
website
Bridgestone is the
official tyre sponsor for
Formula 1 cars.
Promotion:
Bridgestone’s “Google Display Network safety
and winter tyre campaign” (2011):
to build awareness of Bridgestone winter
tyres and the importance of tyres in road
safety.
The creative approach featured a range of
messages and formats tied in with real-life
situations – such as the weather forecast for
winter tyre safety – and made use of various
targeting options such as contextual,
placement and topic targeting.
18. Product (Brand
Personality)
Continental tyres are highly
versatile due to their wide
range of tyres. Also seen as
modern and fresh.
Price
On the website, the most expensive tyre would
be the Continental Sport Contact 3 Runflat (Size
275/40R19) $560 and for the least expensive
tyre on the website would go to Continental
Sport Contact 5 (Size 225/45R17 MO) $158
Place
Through retailer, and
automotive traders.
Continental supplies tyres to
companies like Mercedes-
Benz Chrysler and
Volkswagen.
Promotion Continental has Done:
Continental partners with “Stop the Crash”
campaign (2015):
New initiative to promote crash avoidance
systems and tyre safety
Aims to raise awareness of these life-saving
technologies
Continental will be holding driving
demonstrations to raise awareness of the
benefits of safety technologies that are already
being volume-produced and to encourage their
adoption in subcompact and compact models
20. What is the differentiation between
Michelin and its competitors?
21. As seen, Michelin has a decent market share in tyre industry, for
both the worldwide and in the Asia Pacific market.
To drivers, there is no strong emphasis of needing buy a good tyre.
The common trend of other competitors would be to link their
products to either the luxury scene or the competitive scene. In
addition, they are similar in terms of functionality.
Michelin should aim to segregate themselves from their competitors
through branding and communication.
Refer to Appendix 1 for Online Survey Results
24. Michelin is seen as a
family-orientated as well as a
commercialised brand.
25. There is no distinction in positioning between
Michelin’s performance and general tyres.
26. Michelin’s website has been set up in a way to be fully
functional, without any differentiation between the
performance and safety oriented wheels.
27.
28. Latest promotion from the Michelin campaign, focusing
on family safety and practicality rather than performance.
29.
30. Michelin puts a lot of emphasis on tyre safety, for both their sport tyres and general
car tyres. Safety and durability are always firmly reassured.
33. We need to show PDPs that our tyres are on equal or better performance than
competitors even though we are seen as a family oriented brand.
34. In-order to do that, we must let them experience our tyres at their best,
therefore MPSE will provide them with the dream drive they always wanted.
37. 42 RESPONDENTS
28 TO 45 YEARS OLD
69% SAY THAT SPEED IS THE FIRST
WORD THEY THINK OF IN TERMS OF
PERFORMANCE.
33.3% SAYS THAT “TEST DRIVES” IS WHAT
THEY LOOK FORWARD TO IN A RACE
EVENT.
83.8% SAYS THAT THEY USE INTERNET
THE MOST AMONGST OTHER MEDIA
PLATFORMS.
Refer to Appendix 2 for Online Survey Results
38. KEY TAKE AWAY?
We need to build our campaign focusing on speed
and include the element of test drivers.
Our campaign should be mainly digital.
40. MARTIN TEO
40 YEARS OLD
Mr Teo described himself as a meticulous person.
Although, he appreciates luxury cars, he would
love to own a Mini Morris as it was his first car.
To him, the first tyre brand that comes to mind is
Pirelli, due to them sponsoring F1. Martin
mentioned that he has heard of MPSE, through
reading and hearing about them on media
platforms. Such as magazines and the internet.
Martin treats cars and driving as a hobby. He’s
only moderately active on social media, mostly
LinkedIn. He does not have people to join car
crews with.
41. THEODORUS Oentero
31 YEARS OLD
Mr Oentero described himself as having a loud personality.
His favourite feature of his car though is the large interior
space of his Mercedes C63 AMG
He feels that the first tyre brand that comes to mind would
be Michelin, mainly due to his personal experiences as well
as Michelin’s excellent performance in the F1.
However, he would not participate in a racing event.
I like driving quite a bit, it's convenient and exhilarating.
Quite active on social media but don't participate in any
car crews. However he has never heard of the MPSE.
42. What are the differences between
PDPs among different countries?
44. The PDPs in thailand are highly separated from the social class
PDPs have more chances to appreciate the full performance of
their car
PDPs are also more willing to upgrade their car parts
However roads are not well made and maintained making it
more dangerous for them
Thailand
45. Philippines have fewer PDP drivers
Roads that are well built up are congested with other cars
Philippines PDPs enjoy wide number of race car tracks
Philippines
46. Singaporean PDPs like to test their cars, usually in
malaysia.
Singaporeans PDPs are also brave Having competitions
for speed police as they challenge them.
Singapore
47. Malaysians care the most for the paint coating on the car.
Speeding and being chased by police is considered fun for
them.
Malaysia
48. Extremely willing to purchase cars and upgrades due to
lack of COE.
Enjoy driving vintage cars instead of the latest sports
cars in the market.
Enjoy well builts roads as well as many racing tracks.
Australia
49. Indonesia has a small number of PDPs.
Many of its roads are not well maintained.
There are many race tracks in Indonesia for the
PDPs to enjoy.
Indonesia
51. PDPs will have gone a racetrack with their own cars. It is not surprising that
they have experience driving on professional tracks, but they have never
experienced “true racing”.
52. We also wanted to dig deeper into
their car communities.
53. PDPs cherish their motorsports family. However when it
comes to racing, it is all individual performance.
56. DEMOGRAPHICS
Lifestyles:
Car enthusiasts that have hobbies and likes centered
around motorsports. People who are passionate
about cars and everything about it.
Attitudes and Beliefs:
People who are influential towards the car industry. .
They take great pride in knowing and understanding
what is the best equipment for cars. Their dreams
being able to afford a car.
PSYCHOGRAPHICS
○ Age: 28 to 45
○ Gender: Male/Female
○ Race: Any race
○ Household / Individual Income: Ranges,
no defined income.
○ Occupation: Working Professionals
○ Geographic Location: Singapore, Malaysia,
Thailand, Indonesia, Philippines and Australia
58. DEMOGRAPHICS
Lifestyles:
Car enthusiasts that have hobbies and likes centered
around motorsports. They may like racing events,
watching automobile related TV shows, reading
magazines about motor vehicles like Top Gear. They
also own luxury cars.
Attitudes and Beliefs:
They have high self esteem and are influential. They
take great pride in their material possessions like their
cars. They also like being the “best”.
PSYCHOGRAPHICS
○ Age: 28 to 45
○ Gender: Male/Female
○ Race: Any race
○ Household / Individual Income: $8000 to
$20000
○ Occupation: Working Professionals
○ Geographic Location: Singapore, Malaysia,
Thailand, Indonesia, Philippines and Australia
64. All the other tyre
brands let you
dream and aspire
to be a racer
They let you
dream about it,
we fulfill it.
To position
Michelin as a
performance tyre
brand in the
minds of PDPs
65. All the other tyre
brands let you
dream and aspire
to be a racer
They let you
dream about it,
we fulfill it.
To position
Michelin as a
performance tyre
brand in the
minds of PDPs
66. All the other tyre
brands let you
dream and aspire
to be a racer
They let you
dream about it,
we fulfill it.
To position
Michelin as a
performance tyre
brand in the
minds of PDPs
73. MPSE is an immersive 360 racing event like no other.
The event allows participants to live the racing
experience, from pit-stop workshops to drives by
professional racers. Not to mention, sitting in the seats
of real track cars.
74. Participants get to actually live their dream of being a racer
driver by driving these cars around a 5.5km unobstructed road
on the Sepang F1 track. PDPs aren’t going to just experience a
racing event, they are going to live it, and experience a day of
motorsports unlike any other.
76. An introduction to our executions.
Ken Block teaser
video on YouTube
We will make use of
Facebook to garner
likes to release 2nd
part of the video
2nd part of Ken
Block video released
on YouTube
77. An introduction to our executions.
Besides that, we will also have our video commercial, print
advertisement and digital commercial from March to June. The
advertisements aims to get car lovers and PDPs to sign up for our VR
race.
78. An introduction to our executions.
Lastly, we have a series of games that allow PDPs to collect points,
leading up to the virtual reality competition where we will send the best
25 to live their dreams at MPSE.
81. Ken Block
Youtube Video
Ken Block, a professional
rally driver with the Hoonigan
Racing Division.
472K
FOLLOWERS
2.8M
FOLLOWERS
5.6M
LIKES
82. Ken Block
Youtube Video
Ken Block, a professional
rally driver with the Hoonigan
Racing Division.
He has won many awards.
2010: winning the Rally in the 100 Acre Wood for the 5th
consecutive time.
2013: entering top-ten in the Mexican rally, thus receiving
his first six points for the championship and score a best-
ever 7th overall finish.
2016: At Hockenheim-Germany, Block finished in 3rd-place
on Supercar Final and achieved his second podium in this
series.
83. Ken Block
Youtube Video
Ken Block, a professional
rally driver with the Hoonigan
Racing Division.
He was also featured on many other platforms in
the Motorsports scene.
2006: for the Discovery Channel show Stunt Junkies, Block jumped his Subaru
WRX STi rally car 171 feet (52 m) and a max height of 25 feet (7.6 m). The whole
episode was dedicated to Block attempting this stunt.
2010: Block's third Gymkhana video, featuring a Ford Fiesta, was released on
YouTube. The video got more than seven million views in its first week. This
vehicle is now on display on the Petersen Automotive Museum.
2011: the fourth Gymkhana video, The Hollywood Megamercial was released on
YouTube, featuring Block driving around the Universal Studiosbacklot.[22]
2015: Block appears in the Need for Speed Video Game as the style icon.
84. Ken Block
Youtube Video
Michelin would collaborate with
Ken Block to release a YouTube
video that showcases him doing
stunts with Michelin’s decaled cars
(and our tyres). He would do the
stunts on the Virtual Reality
Simulator and proceed onto doing
it live.
85. Ken Block
Youtube Video
This would tease the opening of the Pre-MPSE competition and garner awareness
amongst PDPs to compete for the 25 spots in MPSE.
86. Ken Block
Youtube Video
This aims to show how our virtual reality simulator is very close to real life driving.
It will also create hype as Ken Block is one of the most inspiring race car drivers
amongst the car lovers community.
Ken would also give Michelin’s sports series a face as he is now associated with us.
90. Video
Commercials
This video commercial wants to show the passion and association PDPs have for a car
in their everyday. In a way, everything around them can be associated to the racetrack,
showing how they daydream about cars in their daily lives. In our video commercial,
we aim to convey this idea by creating sounds of the race track scene through their
daily activities such as preparing food and waking up. Our video commercial has been
set in a more vague context to let viewers anticipate the connection between the
racing in their day to day lives.
The video commercial will promote Michelin’s MPSE website as well as entice and
raise awareness for the MPSE hype.
91. Print
Advertisement
The print advertisement wants to show the PDP’s that a mundane worker like
themselves has the potential to fulfill a childhood dream that they have long since
ignored. Therefore the headline would be “Dreamers to drivers.”
Lastly the body copy would be “Time to get behind the wheel.” This call to action to
create a clear separation between those who only talk about achieving their dreams
and those who actually put in their body and soul to fulfill their dreams.
The print advertisement will create hype for Michelin’s MPSE as well as create a
prompt that would drive
93. Digital
Advertisement
The web banners would be placed on Facebook, Google, Instagram as well as Twitter.
For the Web Banners, the advertisement is aimed to show a glimpse of the feeling of how a
racer looks like. The Web Banner is meant to make PDPs for being in the hot seat of a race.
94. Digital
Advertisement
The visual shows a hand on a steering wheel
and the car is on the race car track. This
compliments the copy, which is “Live your
dream”.
Through this web banner, we aim to send
the key message that Michelin is able to
fulfill that dream of being a race car driver.
To view it simply, all PDPs knows how the
POV of racer looks like, but we want to show
that they can be in that shoe of a racer.
96. Michelin Pilot Sport
Experience Website
We propose to create a separate new
website for the MPSE to break away
from the current perception of Michelin
being a family orientated brand.
Currently Michelin’s website is family
orientated. This website aim to give
PDPs a touch point that is more relatable
to them.
97. Michelin Pilot Sport
Experience Application
As part of the campaign, we would also
create an application for Michelin. The
application would sync information from
all users social media and keep them
constantly updated about the MPSE.
There are features such as small games
and even a personal account on the
application.
98. Michelin Pilot Sport
Experience Application
The application will include a small racing
game similar to Need for Speed. In
addition, it acts as a speed test for the
potential car performance of a crafted car.
Players can put up these cars online and
to brag about how their own car breeds
performance.
99. Sign up for
VR Race Competition
The sign ups would be opened and the public would be
notified if they check our social media, website or mobile
application.
People are to sign up individually. PDPs and Car
enthusiasts will have to showcase their cars and in
addition talk bout their passion for cars.
100. Sign up for
VR Race Competition
Michelin will pick whoever shows passion in being a racer,
this includes both PDPs and car enthusiasts. We believe
that a car enthusiasts who has the spending power to
upgrade their vehicle will also translate to tyre sales for
Michelin.
The sign ups will be done through our website and mobile
applications.
101. Michelin Pilot Sport
Experience Website
For both the website and
the application, there will
be a live leaderboard that
will show the top racers
that have the most
amount of points.
103. Snapchat Speed
Challenge
Ken Block would be travelling to every
country to host this Michelin Snapchat
speed game. He would be driving a car that
has Michelin’s colour scheme
104. Snapchat Speed
Challenge
Clues would be sent out on Michelin’s social
media accounts as well as our apps.
Specifically, on our app, we are able to track
our participants geographic location and
send a notification to them. For example -
“Pshhhh, you are getting close, look harder.”
105. Snapchat Speed
Challenge
Participants would have to capture this car
on their snapchat, use the Michelin filter
and upload to their stories.
Their snaps would also be viewed in other
countries that are involved in this event.
The first 3 snapchats uploaded with the
fliter on their stories would earn points for
their crew.
106. The MPSE
Virtual Reality Competition
The VR competition will allow
participants to take part in a “real”
race.
We will partner Oculus to provide VR
headsets, and participants will be
placed in the “driver’s seat” of a track
car on the Sepang circuit.
107. The VR competition will be held at
different cities in Singapore,
Malaysia, Indonesia, The Philippines,
Australia and Thailand.
A record of their VR race will be
personally sent to participants
through the MPSE mobile app.
People are able to review their
performance online and gauge how
well they have performed.
This race aims to create a simulated
experience of MPSE.
The MPSE
Virtual Reality Competition
116. The MPSE
Virtual Reality Competition
Out of the total amount of
participants, we will pick the top 100
to fly to sepang to race it out for the
top 25 spots.
We aim to give participants the feel
of competition and thrill where the
prize is “so near yet so far”.
119. Social Media Posts
We will be using
Twitter as a platform
to provide updates on
the campaign as well
as tease the MPSE
event.
We also aim to garner
retweets and likes
from users.
120. Social Media Posts
As we made the
twitter tease in a mini
competition format
where only the fastest
will get to know more
about the MPSE.
Michelin will personally
message these winners
for a sense of
exclusivity.
121. Social Media Posts
Example of updates of
Michelin’s VR events.
This can include other
campaigns such as Ken
Block and the Michelin
Car.
122. Social Media Posts
Facebook would be
used to garner a
certain amount of likes
for the release of Ken
Block’s video as well as
tease the launch of
MPSE.
It will also be used as a
platform for Michelin
to share updates about
the campaign as well
as tease MPSE.
123. Social Media Posts
Facebook would also
be used to contact the
winners for the mini
competition. They
would be approached
through a personal and
exclusive direct
message, similar to
twitter.
125. Social Media Posts
Similar to Facebook and
Twitter, Instagram aims
to tease the MPSE
event though its mini
competition.
Instagram would be
used to share photos
and short videos of the
campaign. It would
mainly focus on the
behind-the-scenes of
the campaign in an light
hearted tone to relate
to the consumers.
126. Social Media Posts
Similar to Facebook and
twitter, Michelin will
send personal
messages to those who
participated in the mini
event.
128. Social Media Posts
Other than to release
our video commercials
and the Ken Block
teaser video, Michelin
would engage with the
consumers by replying
to selected comments
on YouTube. We also
aim to garner shares
and likes for Michelin’s
129. Social Media Posts
Snapchat will be used
to provide live updates
on the whole campaign
as well as MPSE.
Content would range
from behind the scenes
to up close and
personal videos of the
winners.
131. Ken Block
Youtube Video
This aims to show how our virtual reality simulator is very close to real life driving.
It will also create hype as Ken Block is one of the most inspiring race car drivers
amongst the car lovers community.
Ken would also give Michelin’s sports series a face as he is now associated with us.
137. 1. Ken Block - 3 million
2. VR Equipment - 3 million
3. App Development - 1 million
4. Snapchat Filter - 700 000
5. Venue Costs - 700 000
6. TVC Production - 500 000
7. Manpower - 500 000
8. Youtube Ads - 400 000
9. Print Ad Placements - 400 000
10. Video Ad Placements - 200 000
11. Web Banner Placement - 200 000
12. Facebook - 600 000
13. Vehicular Maintenance - 300 000
14. Travel Expenditure - 200 000
15. Instagram- 300 000
16. Twitter - 200 000
138. We want to position Michelin not just as a
performance brand that only aims at
excellence. But also as a brand that allows
anyone to live their dreams as a racer.
