This is my presentation for SDES 704. The FAST design project requires for us to think of the new and innovative way for a tire manufacturer to use coloured tires in a commodity item. My solution was to make themed tires with designs and pattern that would support a cause, much like the ribbon bumper stickers that are so popular. The challenge, then, becomes how to brand this product effectively. This board will help me identify inspiration and best practices in the world of tire manufacturing as well as charity fundraising.

1. SDES 704 - Project A, Part 4 - Kelly Baker
Introduction
At the beginning of this course, each student was given a
brief explaining the FAST design problem. The solution to
the problem needed involve coloured rubber for tires.
Each student developed their own concept for incorporating
the coloured rubber into a new use for Forsythe, a tire
manufacturer, that would include a new brand and
potentially a new marketing approach.

2. SDES 704 - Project A, Part 4 - Kelly Baker
Proposed Solution
While there are a few companies that have explored using
coloured rubber for aesthetic purposes, it has not been
well marketed, or ever seen as very useful. Without a
good reason to spend the extra money on coloured
rubber, consumers do not have the incentive to buy.

3. SDES 704 - Project A, Part 4 - Kelly Baker
Proposed Solution
When trying to come up with a solution to the FAST design
problem, I was trying to think of a reason that people
would spend extra money on coloured
tires, and was reminded of the
ribbon bumper stickers and
many people display proudly
on their cars in support of a
variety of charities.

4. SDES 704 - Project A, Part 4 - Kelly Baker
Proposed Solution
I hypothesized that I could reach a similar market with
coloured tires. If the tire manufacturer would agree to
donate a portion of the profit from
the sale to a designated charity,
what was originally scene as a
purely aesthetic would now have
a cause associated with the
purchase.

5. SDES 704 - Project A, Part 4 - Kelly Baker
Secondary Research – Purchasing Tires
During my preliminary research, I read a number of articles
and opinion pieces on how people select their tires and
found that:
1) Most people don't think much about buying tires until
something goes wrong.
2) Most people also don't take the time to research into
what the difference between a good set of tires and a
budget set of tires.
3) If people have a reliable mechanic, they will trust the
mechanic to make the decision for them.

6. SDES 704 - Project A, Part 4 - Kelly Baker
Secondary Research – Bridgestone
Bridgestone is one of the only companies in North America
that are looking at anything similar to coloured rubber.
They are making a patterned tire, claiming “Multi-colored
tires can further encourage vehicle personalization and
offer a unique avenue for companies to take in
advertising. Rather than tire shopping out of necessity,
this may create a sort of customer that makes tire
purchases for recreation.” Bridgestone's approach is
what inspired my solution. Rather than looking at a safety
issue, or practicality approach, I think there is the
opportunity to find a strong solution based solely on the
aesthetic appearance of the tires.

7. SDES 704 - Project A, Part 4 - Kelly Baker
Primary Research – Carlane
Carlane is a large, family owned garage in Guelph, Ontario.
They have 8 bays for large volume throughput, and loyal
customers that trust the mechanics when it comes to
their vehicles.

8. SDES 704 - Project A, Part 4 - Kelly Baker
Primary Research – Carlane
When interviewed, Carlane customers were most
concerned with price, with quality being the second most
important factor when purchasing new tires.
66% of those interviewed had donated money to charity,
although the split between people who would be willing
to spend extra money for charitable causes when
purchasing a commodity was split evenly at 33%
between a “yes”, “no”, and “maybe response.

9. SDES 704 - Project A, Part 4 - Kelly Baker
Primary Research – Canadian Tire
Canadian Tire is a chain hardware store across Canada that
also does car repair.

10. SDES 704 - Project A, Part 4 - Kelly Baker
Primary Research – Canadian Tire
When interviewed, Canadian Tire customers were most
concerned with price. A few of the people interviewed
claimed that they wouldn't actually be in the market for
purchasing tires at all.
50% of those interviewed had donated money to charity
and only 25% would spend the extra money to donate
when purchasing commodities. 50% replied “maybe”
and 25% said “no”.

11. SDES 704 - Project A, Part 4 - Kelly Baker
Primary Research – Ted's Discount Tires
Ted's is a speciality tire shop in Guelph, Ontario that
features both high performance and low cost tires as well
as tire rims.

12. SDES 704 - Project A, Part 4 - Kelly Baker
Primary Research – Ted's Discount Tires
Only two customers came in while I was doing interviews at
Ted's, which isn't really a strong representation of their
client base. Both customers were concerned with quality
when asked. One had donated money while the other had
not personally donated. One replied “maybe” and the
other with “yes” when asked if they would spend extra
on basic commodities to support charity.

13. SDES 704 - Project A, Part 4 - Kelly Baker
Primary Research – Results
While the primary research wasn't overwhelmingly in favour
of my design solution, I believe there is still a market for
coloured tires for charity. Most people expressed a
general interest with what I was doing, and a few people
wanted to hear more about my design solution.
Based on primary and secondary research, I believe this is a
product that, if marketed and branded properly, could go
“viral”.

14. SDES 704 - Project A, Part 4 - Kelly Baker
Visual Audit – Tire Advertising
Michelin is regarded
as one of the most
successfully branded
companies in the world.
With the focus on safety,
Michelin's branding targets
families and those
concerned with quality over
price. Also, the company mascot, the “Michelin Man”
dates back to the company's origins in the late 1800s.

15. SDES 704 - Project A, Part 4 - Kelly Baker
Visual Audit – Charity Advertising
One of the most successful charity videos that I've seen in
recent years comes from WaterisLife.com – the video is
called “First World Problems”
and uses satire to show first
world countries why they need
to donate to third world
countries. The video went
viral and reached a huge
number of potential donors online.
http://www.youtube.com/watch?v=fxyhfiCO_XQ

16. SDES 704 - Project A, Part 4 - Kelly Baker
Point of Sale
One question that I've been wrestling with for the duration
of this project is where exactly the point of sale is for this
type of tire. Traditionally, tires are purchased through a
vendor by a mechanic or in a tire store by a customer.
Looking at the charity side of things, often charities will
promote and sell their own merchandise, either through a
website, or at events to help raise money for their cause.
My design solution will require a hybrid of these two
opportunities to sell, and, as a result, I will have to
address both opportunities when tackling the branding of
the tires.

17. SDES 704 - Project A, Part 4 - Kelly Baker
Persona #1 - Mary
Gender: Female
Age: 47
Status: Married with 2 children
Occupation: Medical Secretary
Annual Income: $40,000
Type of car: Toyota Corolla purchased new in 2009
Brand of tires: Michelin (one for summer and one for winter)
Charitable donations: M.A.D.D. Annual donation and
participates in “Run for the Cure” annual run for breast
cancer.

18. SDES 704 - Project A, Part 4 - Kelly Baker
Persona #1 - Mary
Mary is a hard working mother of two teenaged kids. She
has been getting her very reliable car services at the
same family-run garage for the past 15 years and trusts
her mechanic's opinion when it comes to her vehicle. She
understands that putting a little extra money into her
vehicle is important for her safety, and the safety of her
kids. Mary also has a history of donating money for
causes that she thinks are important, and even
participates in an annual run, raising money for breast
cancer.

19. SDES 704 - Project A, Part 4 - Kelly Baker
Persona #1 - Mary
Mary will be interested in coloured tires for a cause
because of the quality of the tires, and because she
knows that the money is going towards a good cause.
She found out about the tires from M.A.D.D., who ran a
design contest for their own tires, and she is interested in
purchasing them. She will definitely check with her
mechanic before making the investment.

20. SDES 704 - Project A, Part 4 - Kelly Baker
Persona #2 - John
Gender: Male
Age: 52
Status: Married with 3 children
Occupation: Farmer
Annual Income: $52,000
Type of car: Ford F250 2011
Brand of tires: Michelin LTX (all season)
Charitable donations: Member of the local A.N.A.F.

21. SDES 704 - Project A, Part 4 - Kelly Baker
Persona #2 - John
John has been working with a local farm supply store,
growing grain to feed cattle on his family run farm with
his brother and father. John has a lot to say about trucks
– he believes that he is very well informed from years of
experience driving farm trucks. He know what he likes
and is even more vocal about what he doesn't like. He
has a good relationship with his mechanic who works at
the only garage in his small town. John is also a member
of his local Army Navy & Air Force Club, and has been
supporting the establishment, like his father, for the past
28 years.

22. SDES 704 - Project A, Part 4 - Kelly Baker
Persona #2 - John
John saw the coloured tires for a cause on a friend's truck.
He purchased them because his son is a member of the
navy, and thought that the camouflage tires were a good
way to show support for our troops. John wouldn't
normally spend extra money, but he likes the camo
pattern, and his mechanic assured him that the quality
were good compared to what he currently has on his
truck.

23. SDES 704 - Project A, Part 4 - Kelly Baker
Persona #3 - Chelsey
Gender: Female
Age: 20
Status: Single
Occupation: University Student
Annual Income: $5,500
Type of car: Hyundai Sonata 2009
Brand of tires: Firestone (all season)
Charitable donations: None

24. SDES 704 - Project A, Part 4 - Kelly Baker
Persona #3 - Chelsey
Chelsea is a student at a university pursuing a general arts
degree. Her parents gave her a car before she left home
last year, and she has taken her car in to the dealership
for regular maintenance like her Dad told her to. Chelsea
has had part time jobs, but no regular income to speak of
before. Her parents help pay for her rent and other
necessities. She's very socially conscious and has helped
volunteer at school for a number of causes, but has never
had money to put towards charitable causes.

25. SDES 704 - Project A, Part 4 - Kelly Baker
Persona #3 - Chelsey
Chelsea first saw coloured tires for a cause on her friend's
car. She instantly fell in love with personalization and cool
colours, but wasn't sure if her parents would spring the
extra money to donate toward the cause. She called the
service desk at the dealership to get their opinion and
was happy to hear that the tires were a good brand.
Knowing that she will need to make a good sell to her
Dad so that he sees it as a good investment.