Forsyth Advanced Solutions TireSDES - 704–OL | WINTER 2012 | PROFESSOR MARIAH HAY
PROJECT BRIEFForsythe Rubber Products is a publicly owned corporation. They are anOhio based manufacturer of tires for the original equipment industrywhose customers include major branded tire manufacturers – Michelin,Firestone, Uniroyal, as well as mass merchandisers such as Wal-Mart andPep Boys who carry their own private label products in additional to majorbrands. Forsythe has been a very successful company in the business-to-business sales model.Currently, Forsythe is feeling the pressure of its shareholders’ expectationsfor growth. This has made Forsythe Rubber Products a little uneasy, so amanagement team has responded to this with a well-funded initiative,code named FAST – Forsythe Advanced Solution Tire, to create aproprietary branded product that would generate higher margins for itsshareholders. This proprietary product will incorporate Forsythe’s excitingnew technology; colored rubber for tires.
PROJECT BRIEF Our project for this quarter is inherently complex: develop a design plan for a new brand that will change the way people think about a commodity product they care little about. The concept should appeal to and engage a new type of consumer through the integrated design of the product, brand, market communications, and extended retail experience that includes: Decision and Purchase Environment Information & Communication Service Cycle of Ownership
REFRAMING FAST : CHAMELEONA line of tires that quietly communicates proper tire maintenanceand branding through subtle use of colored-rubber accents.The NeedThis will inform the user of when to rotate tires or provide additional maintenance,without overuse of colored rubber. Although there are existing tires withcommunicative features such as tread benchmarks and psi recommendations, mostusers are unaware of its purpose and/or location. The need here is to simplyaddress the design of these features, in hopes of bringing them to the forefront ofthe average consumer’s mind, rather than remain an afterthought.• White rubber markings on the tirewall which identify proper tire inflation, size andbranding of the tire.• Red tread benchmarks placed inside tire grooves, to remain discreet enough foreveryday wear, but obviously command attention when the red begins to disappeardue to tire wear and tear.
REFRAMING FAST : CHAMELEONDifferentiateColored rubber has the potential to take the guesswork out of proper tiremaintenance. Through minimal use of colored rubber in the FAST: Chameleon line,consumers who understand the basics of tire maintenance benefit from the subtlecommunication and relevant placement. The use of colored rubber does not have tobe obvious, and can actually render existing safety features such as wheel wallmarkings and tread benchmarks more obvious.ProvenFAST Chameleon could essentially reward consumers for proactive tire care, offeringdiscounts on tire rotation/balance costs, as well as partnering with popular retailersfor branded promotions and point-of-purchase coupons. The concept of FAST:Chameleon will ultimately reflect not only how the tires change, but how purchase(r)interactions can evolve once proactive habits are formed: Less Tire Purchases, GasSaved, etc.
REFRAMING FAST : COLORWORKS A three-tiered system of colored rubber communicates tread wearand potential hazardous punctures, gashes or leaks in the tire.The NeedColor promotes proper tire maintenance and safety practices, educating consumerswith ease that are accustomed to trusting the opinion of others’, or that simply donot invest much time and interest overall.• Layers of green colored rubber lie beneath the black rubber tire surface,appearing once the tread has reached 2/32, requiring replacement in the nearfuture.• Amber layers of rubber lie just beneath the green, once the tread has reached1/32, and serve as a reminder for when to rotate tires for even, consistent wear.• Red layers of rubber are positioned in the tire to show when there is a substantialor problematic tread wear, as well as providing easy-to-identify punctures, air leaksand gashes.• White colored rubber is used to recommend tire inflation psi, size and brand.
REFRAMING FAST : COLORWORKSDifferentiateColored rubber has the potential to communicate clearly with consumers, regardlessof their prior tire knowledge or interest. The majority of consumer tire brandsassume the traditional product design: black rubber, leaving a lot of guess work forthose not well-versed in researched tire technologies. This lack of knowledge caneasily lead to tire maintenance neglect or worse, catastrophic failure if there is noother trusted opinion source. The concept of ColorWorks assumes the responsibilityfor the user, allowing them the comfort of knowing their tire will, “let them know”when an issue with their tire arises.ProvenFAST ColorWorks could provide interactive point-of-purchase displays to allowpotential customers to learn about the colored-rubber system before purchasing. Adissected display tire will clearly identify each colored layer, explaining the system todevelop trust at the point of purchase. Because this color-coded system is aimed atpreventing catastrophic tire failure, an extended tire replacement warranty could alsoencourage first-time buyers.
REFRAMING FAST : SPECTRUM | THE NEED Color-coding creates a system for mobilized customer service. • This system implements Forsythe’s colored rubber technology to offer exceptional customer service that goes far beyond the initial tire purchase. It will challenge the purchasing habits of those who trust the opinions of others’ above their own judgment, through colorful and simplified tire maintenance education. • Guides consumers in their tire selection and purchase decisions, dependent on their specific needs/values.
REFRAMING FAST : SPECTRUM | DIFFERENTIATE Differentiates and identifies tire brands within the FAST family line. Performance = Red rubber psi recommendations, branding and size on side of tire. Layers of red rubber indicate significant tread wear, as well as side wall damage and tire punctures. Includes high-performance tread for all weather, and run-flat technology.
REFRAMING FAST : SPECTRUM | DIFFERENTIATE Differentiates and identifies tire brands within the FAST family line. All-Terrain = White rubber psi recommendations, branding and size on side of tire. Layers of white rubber indicate significant tread wear, as well as side wall damage and tire punctures. Includes largest tread for aggressive, off-road driving conditions and run-flat technology.
REFRAMING FAST : SPECTRUM | DIFFERENTIATE Differentiates and identifies tire brands within the FAST family line. Eco = Green rubber psi recommendations, branding and size on side of tire. Layers of green rubber indicate significant tread wear, as well as side wall damage and tire punctures. Manufactured using the least amount of natural rubber for the line, as well as low-rolling resistance technology.
REFRAMING FAST : SPECTRUM | DIFFERENTIATE Differentiates and identifies tire brands within the FAST family line. Economy = Blue rubber psi recommendations, branding and size on side of tire. Layers of blue rubber indicate significant tread wear, as well as side wall damage and tire punctures. Smallest tire in the FAST line, radial tread and low rolling resistance technology, and lowest priced.
REFRAMING FAST : SPECTRUM | DIFFERENTIATE All tires feature layers of colored rubber banding, to communicate: • significant outer tread wear, communicating the need for a tire rotation. • significant inner tread wear, communicating the need for a tire replacement, or closer inspection. • tire punctures, cracked walls, air leaks, etc.
REFRAMING FAST : SPECTRUM | PROVENAll tires include RF chips embedded in colored rubber layers, andcommunicates directly with the user via computer or mobile phoneto alert in the event of:• significant tire pressure loss• an initial appearance of colored rubber layer, and links directly to a brand- specific resources for diagnosing the tire problem, as well as a list of resources on where/how to rotate or replace a tire if needed. Think of this feature as a mobile mechanic, which is another way for Forsythe to continuously offer exceptional customer service that goes far beyond the initial tire purchase.