Goodyear launch case

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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

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

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