Case about marketing

1. Good Year –The
Aquatred Launch
GROUP-9
LOKESH CHOUBISA
POONAM MENARIA
ARPIT VERDIA
AAYUSH JAIN

2. Sensitivity: Public (C4)
5C Framework
Company
• Found in
• Operated in 41
plants in US, 43
plants I other 25
countries
• 6 rubber
plantation and
more then 2000
outlets worldwide
• Launch innovative
products
• Diversified in 1980
but earning were
slow
Customer
• Price –constrained
buyer
• Value –oriented
buyer
• Quality buyer
• Commodity buyer
Competitor
• Michelin
• Firestone
• Uniroyal
• BF Goodrich
• Bridgestone
Collaborator
• Retailers
• Independent
dealers
• Tire Dealers
Union
Context
• Three imp
changes-
emergence of
radial tire
• Increase foreign
competition
• Demand of
customer
• Competitors are
launching tire with
80000 mile
warranty

3. Sensitivity: Public (C4)
Problem:-Analyzing the current market to determine the viability, timing, and
positioning of a possible launch of Aquatred.
1
2
3
Alternatives

4. Sensitivity: Public (C4)
Market Analysis: S.W.O.T.
Innovative products & Service
Good customer-base balance
Strong w/ price-constrained and
commodity buyers
Strong position w/ independent dealer
High performing design
• Sale with independent dealer
Olympic advertising contract
Visibly unique product
Absence of wet condition and durable
tire in market so aquatred would be a
breakthrough
No clear strategy
Large Interest Payment
Less of a warranty than
competing new products
Week market presence
out outside US
• Michelin has stronger image
with value-oriented & quality
buyers
• New channels compete w/ current
• New product development by
competitor
SWOT

5. Sensitivity: Public (C4)
Market Analysis:
Segmentation
*Aquatred
would be
Broad-Line
*Aquatred would be
sold as a replacement
*Aquatred wouldbe
part of the major
Goodyear brand
Market Analysis: Customers
• Value price and outlet
•Trusting Patrons and
Bargain Hunters
• *Goodyear Strength
•Loyal to outlet and
brand
• *Goodyear weakness
•Buy the best within the
budget
• Little loyalty to brand
• *Goodyear Strength
•Search for preferred
brand at the best price
• *Goodyear weakness

6. Sensitivity: Public (C4)
Criteria for Recommendation- Alternatives
Criteria Launch through
existing channel
Launch Aquatred and focus on
channel expansion into
warehouse
club
Don’t launch
Aquatred,
Profitability 4 2 2
Vendor Relations 5 2 2
Viability 4 3 3
Timing 5 4 2
Product Match 3 2 2
Positioning 4 2 3
Sales Volume 3 5 4
Totals 28 20 18

7. Sensitivity: Public (C4)
Recommendations Action:
• Launch Aquatred through existing channels; focus on independent dealer expansion through a franchise to
independent training and certification process.
• Excess channels will cannibalize current ones & dilute the image.
• The launch of Aquarted during "inter Olympics is a right decision as the product is in initial phase and hence
extensive marketing is needed.
• Boosts brand awareness by unique styling and feature and get interest of customer to buy 4 tires.

8. Sensitivity: Public (C4)
ACTION PLAN TO HANDLE
NEGATIVES
Continental
introduces
anti-
hydroplaning
tire
Aquatred sales are
lower than forecast
or are stunted by the
higher mileage
warranties on
competitors’
products
Continue T.V. ads;
reevaluate pricing
competitiveness
with Continental
offering; offer
incentives to
independent
dealers for sales
targets
Advertisement during
Winter Olympics
creates demand for
smaller sized import
cars which the
company can’t meet.
Reevaluate the value being
conveyed to dealers and
consumers, adjust message
accordingly; market
Aquatreds to OEMs;
consider an increased
warranty or other
competitive guarantee
Recommend Invicta
GS- very similar traction
ratings; plan sales
promotion when tires
for imports are on the
market; work to
implement necessary
modifications

9. Sensitivity: Public (C4)
Thank You