Goodyear case...
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Goodyear launched its new Aquatred tire with a $21 million marketing budget. The tire featured aqua channels and hydro planning technology to improve wet traction over 60,000 miles. Goodyear hoped the innovative tire would boost its market share and brand image as the third largest tire manufacturer globally with over 100,000 employees and sales in 41 US plants and 43 overseas.
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Goodyear's Aquatred
The document summarizes Goodyear's position in the tire industry in the 1970s and early 1990s. It describes Goodyear as the "Gorilla" of the tire industry, with global production facilities and a large brand portfolio. However, by 1991 Goodyear was in a severely damaged financial position and losing market share. The document then focuses on Goodyear's Aquatred tire, designed for wet traction, and the company's efforts to market and position it aggressively to differentiate from competitors and restore market share through a premium pricing strategy.
Goodyear- The Aquatred Launch
Goodyear is launching a new tire called the Aquatred. The U.S. tire market has seen three major changes in recent years that have impacted brand loyalty and switching. Goodyear must determine the best timing and partners for launching the Aquatred to maximize sales of their new innovative product while navigating the current market challenges. Establishing independent dealerships loyal to Goodyear and supplying only to independent retailers, not wholesale or mass retailers, would help promote the Aquatred successfully.
Goodyear the aquatred launch
Goodyear is launching a new tire called Aquatred designed to provide improved traction in wet conditions. The vice president of marketing is analyzing key issues for the launch, including whether Aquatred meets consumer needs, the appropriate timing for launch, whether to expand distribution channels, and pricing and promotion strategies. Consumer surveys found wet traction is important to buyers and they may accept a higher price for Aquatred. However, competitors plan lower-priced, longer-warranty tires. A full-scale launch is estimated to cost $21 million and targeting the quality buyer segment through existing channels could attract nearly 3 million tire sales.
Honda
The document traces the history of the Honda Civic from its origins in 1959 in Minato, Tokyo through various generations updated between 1972 and the present day. It also discusses the Civic Hybrid model and notes the Civic Hybrid provides high gas mileage in town, when braking, and on the highway thanks to its ability to capture energy through regenerative braking. An advertisement for the Civic Hybrid is referenced including its slogan of "Less gas. More comfort. And you have the Civic Hybrid to thank".
Strategy of Goodyear-Aquatred’s Launch and Its Implications.
The document discusses Goodyear's strategy to launch its new Aquatred tire, including positioning it as a premium product with high quality and long warranty at a 10% higher price point than competitors, distributing primarily through small independent dealers and manufacturer owned stores, and whether this strategy and its implications are appropriate. It provides an analysis of the pros and cons and recommendations to improve the strategy.
Goodyear : Aquatred
Created by Anngad Singh,
Delhi Technological University,
during an internship by Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com
Goodyear aquatred launch
1) The US tire industry in the 1970s-1980s experienced changes like increased foreign competition, emergence of radial tires, and consumers replacing tires less frequently.
2) This led to sluggish demand growth, declining tire prices, and increased mergers and acquisitions as tire capacity exceeded demand.
3) Goodyear sought to launch the Aquatred tire to create a market-driven organization and better serve customers through segmentation, distribution expansion, and promotional strategies. However, distribution channels and reaching the right customers were concerns.
Case study on Goodyear: The Aquatred launch
Goodyear was considering launching the Aquatred tire. Some key questions around the launch included whether it was the right product, the right timing, and whether distribution channels should be expanded. The Aquatred offered superior wet traction compared to competitors' tires and had a tread life of 60,000 miles, longer than industry average. However, pricing it at a 10% premium may limit some buyer groups. Launching during the winter Olympics could provide an early advantage through promotions tied to the games. Expanding independent dealers and wholesale channels may require additional support and incentives. Careful consideration of competitors' actions and market response would also be important.
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Goodyear's Aquatred
The document summarizes Goodyear's position in the tire industry in the 1970s and early 1990s. It describes Goodyear as the "Gorilla" of the tire industry, with global production facilities and a large brand portfolio. However, by 1991 Goodyear was in a severely damaged financial position and losing market share. The document then focuses on Goodyear's Aquatred tire, designed for wet traction, and the company's efforts to market and position it aggressively to differentiate from competitors and restore market share through a premium pricing strategy.
Goodyear- The Aquatred Launch
Goodyear is launching a new tire called the Aquatred. The U.S. tire market has seen three major changes in recent years that have impacted brand loyalty and switching. Goodyear must determine the best timing and partners for launching the Aquatred to maximize sales of their new innovative product while navigating the current market challenges. Establishing independent dealerships loyal to Goodyear and supplying only to independent retailers, not wholesale or mass retailers, would help promote the Aquatred successfully.
Goodyear the aquatred launch
Goodyear is launching a new tire called Aquatred designed to provide improved traction in wet conditions. The vice president of marketing is analyzing key issues for the launch, including whether Aquatred meets consumer needs, the appropriate timing for launch, whether to expand distribution channels, and pricing and promotion strategies. Consumer surveys found wet traction is important to buyers and they may accept a higher price for Aquatred. However, competitors plan lower-priced, longer-warranty tires. A full-scale launch is estimated to cost $21 million and targeting the quality buyer segment through existing channels could attract nearly 3 million tire sales.
Honda
The document traces the history of the Honda Civic from its origins in 1959 in Minato, Tokyo through various generations updated between 1972 and the present day. It also discusses the Civic Hybrid model and notes the Civic Hybrid provides high gas mileage in town, when braking, and on the highway thanks to its ability to capture energy through regenerative braking. An advertisement for the Civic Hybrid is referenced including its slogan of "Less gas. More comfort. And you have the Civic Hybrid to thank".
Strategy of Goodyear-Aquatred’s Launch and Its Implications.
The document discusses Goodyear's strategy to launch its new Aquatred tire, including positioning it as a premium product with high quality and long warranty at a 10% higher price point than competitors, distributing primarily through small independent dealers and manufacturer owned stores, and whether this strategy and its implications are appropriate. It provides an analysis of the pros and cons and recommendations to improve the strategy.
Goodyear : Aquatred
Created by Anngad Singh,
Delhi Technological University,
during an internship by Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com
Goodyear aquatred launch
1) The US tire industry in the 1970s-1980s experienced changes like increased foreign competition, emergence of radial tires, and consumers replacing tires less frequently.
2) This led to sluggish demand growth, declining tire prices, and increased mergers and acquisitions as tire capacity exceeded demand.
3) Goodyear sought to launch the Aquatred tire to create a market-driven organization and better serve customers through segmentation, distribution expansion, and promotional strategies. However, distribution channels and reaching the right customers were concerns.
Case study on Goodyear: The Aquatred launch
Goodyear was considering launching the Aquatred tire. Some key questions around the launch included whether it was the right product, the right timing, and whether distribution channels should be expanded. The Aquatred offered superior wet traction compared to competitors' tires and had a tread life of 60,000 miles, longer than industry average. However, pricing it at a 10% premium may limit some buyer groups. Launching during the winter Olympics could provide an early advantage through promotions tied to the games. Expanding independent dealers and wholesale channels may require additional support and incentives. Careful consideration of competitors' actions and market response would also be important.
Goodyear launch case
The document discusses Goodyear tires and their planned launch of the new Aquatred tire. It provides background on Goodyear's market share and distribution channels. It then analyzes the tire market using a SWOT analysis and BCG matrix. Finally, it proposes a strategy to launch the new Aquatred tire by aggressively promoting its safety and durability features during the upcoming Winter Olympics.
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WE WANT TO BUILD THE WORLD’S PUREST 4X4 AND ARE AIMING IT AT EXPLORERS, FARMERS AND OFF-ROAD ENTHUSIASTS ACROSS THE GLOBE.
JIM RATCLIFFE, CHAIRMAN OF INEOS
Goodyear aquatred launch
The document discusses Goodyear's plans to launch its new Aquatred tire. It proposes a $21 million budget to launch the tire during the Winter Olympics in January 1992. This would take advantage of the mass promotion and publicity of the Olympics. The launch plan focuses on value-oriented and quality customer segments. It recommends an integrated communication plan highlighting the tire's safety, trustworthiness and all-weather performance. Initial inventory should focus on domestic and imported mixes based on test market results. The plan also recommends using Goodyear's existing distribution channels and dealers while motivating other independent dealers to ensure consistent messaging across all touchpoints.
GOODYEAR CASE-STUDY
Goodyear is launching a new high-traction tire series called Aquatred to establish itself as an innovative tire manufacturer. It is considering expanding distribution channels and the risks and benefits of launching Aquatred. Goodyear hypothesizes that launching Aquatred, with some changes, could help revitalize the company due to its brand strength, loyal customer base, and the product's advantages over competitors in the wet-traction segment. However, Aquatred is currently overpriced and expanding independent dealers or mass-merchandisers could help reach more customers. Launching during the upcoming Winter Olympics may boost sales through heavy promotion relating Aquatred to safety. Alternatives will depend on the launch's success or
Goodyear aquatred launch
Goodyear is planning to launch the Aquatred tire, which has an innovative tread design that channels water out to reduce hydroplaning and improve wet traction. Some concerns have been raised about the Aquatred launch, including whether it is the right product, the right time to launch, and how distribution should be handled. The document discusses the tire market in the 1970-80s, Goodyear's past successful product launches, consumer preferences, competition, and distribution channels. It recommends that Goodyear control dealers' pricing before launch and use upcoming events like the Winter Olympics to introduce the Aquatred, as test data shows the innovative tread design could attract buyers and gain traction over competitors.
Goodyear the launch of aquatred
Goodyear was one of the major tire manufacturers in the US in the 1970s. During that time, the tire industry experienced significant changes with the emergence of radial tires and increased foreign competition. This led to sluggish demand, declining prices, and excess capacity. Goodyear launched the Aquatred tire in the 1980s, which featured an unique aqua channel design for better wet traction. Based on positive test market results showing 38% market share, Goodyear decided to launch Aquatred nationally. The recommended strategy was to target value and quality focused consumers in heavy rainfall areas, position Aquatred as a safe and reliable brand, and promote aggressively during the winter Olympics.
Goodyear tire and rubber company
Goodyear Tire and Rubber Company is considering selling their tires through Sears retail channels to access more price-sensitive consumers. This would provide a private label, low-cost tire option for customers who are already loyal to Sears. While it could undermine Goodyear's brand, partnering with Sears may help regain the 2 million tires they lost annually to competitors by offering tires through a trusted retailer. The best decision is to accept Sears' proposal but only sell one Eagle brand tire to prevent cannibalizing other dealer sales and damaging the Goodyear brand.
Goodyear presentation
Goodyear's marketing strategy involves increasing their social media presence on platforms like Instagram and implementing a mobile app. They sponsor NASCAR events and use affiliated pictures on social media to reach audiences. Their budget allocates most funds to social media, email marketing, and mobile marketing. Key performance indicators are tracked every 3 months and include website traffic, searches, and purchases.
Goodyear - The Aquatred Launch
Barry Robins and Stanley G. Gault are discussing Goodyear's launch of their new Aquatred tire. Goodyear is a major tire manufacturer with plants around the world and is seeking to launch the Aquatred through their traditional dealers. The Aquatred has innovative wet traction features and a high mileage warranty but launching it faces challenges around proper dealer training, distribution channels, timing, and pricing/promotion strategies. Suggestions are made to optimize the winter Olympics promotion, expand distribution carefully, market aggressively in rainy areas, and avoid discounts to protect the brand image.
Goodyear
Goodyear India Ltd is a leading global tire manufacturer with operations in 49 facilities worldwide. The global tire industry is projected to grow annually through 2015, with the Asia/Pacific region accounting for over half of demand. In India, the domestic tire industry is expected to grow 4-8% in the next three years. Goodyear offers various tire products for applications like cars, trucks, motorcycles, and more. The company strives to improve products through research and development efforts.
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Harvard Case Study analysis: P&G
P&G has grown to become a global leader in branded consumer goods known for iconic products through international expansion and acquisitions since 1945. It has transformed its marketing approach from focusing on functional benefits to becoming more consumer-centric and digital, leveraging successful campaigns like Old Spice on YouTube. Looking forward, P&G aims to continue innovating as the world's largest marketer and reach 5 billion consumers worldwide.
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Assignment 3
The document discusses Goodyear's launch of the Aquatred tire, which features an innovative tread design to improve wet traction. It raises issues around whether the Aquatred is the right product given competition from other tire brands. It also questions if launching during the upcoming winter Olympics is the right timing due to potential supply bottlenecks. Additionally, it debates the risks and benefits of expanding distribution channels and whether the new channels should sell the Aquatred.
Assignment 3
The document discusses Goodyear's launch of the Aquatred tire, which features an innovative tread design to improve wet traction. It analyzes several issues with the launch: 1) The Aquatred may not be the right product as it overlaps with Goodyear's existing Invicta GS tire; 2) Launching during the winter Olympics may cause supply issues due to initial production of smaller sizes; 3) Expanding distribution channels could erode the brand and cannibalize existing outlet sales. It determines the new channels should likely not sell the Aquatred due to questions around the product's differentiation and potential to burden inventory.
Good Year Case Grp Case about marketing strategy
- Good Year is considering launching a new tire called Aquatred to address the lack of durable wet condition tires in the market.
- A market analysis finds strengths in Good Year's innovative products and customer base, but weaknesses in its financial position and lack of global market presence compared to competitors like Michelin.
- Alternatives of launching through existing dealers, expanding warehouse clubs, or not launching are evaluated based on criteria like profitability, vendor relations, and sales volume.
- The recommendation is to launch Aquatred through existing dealers while expanding the independent dealer network through franchising and certification to boost the brand and take advantage of marketing during the Olympics.
Goodyear the aquatred launch
Goodyear is a major US tire manufacturer that dominated the market in the 1970s. It has over 4,400 independent dealers, 1,300 company-owned outlets, and 600 franchised dealers. Goodyear has 41 plants in the US and 43 in other countries. It transitioned from bias and bias-belted tires to radial tires and diversified in the 1980s. A market test showed strong potential for Aquatred tires among Goodyear's existing customer base. It is recommended that Goodyear launch Aquatred through its existing distribution channels, focusing on expanding its independent dealer network.
Goodyear the aquatred launch
Goodyear is a major US tire manufacturer that dominated the market in the 1970s. It has over 4,400 independent dealers, 1,300 company-owned outlets, and 600 franchised dealers. Goodyear has 41 plants in the US and 43 in other countries. It transitioned from bias and bias-belted tires to radial tires and diversified in the 1980s. A market test showed strong potential for Aquatred tires among Goodyear's existing customer base. It is recommended that Goodyear launch Aquatred through its existing distribution channels, focusing on expanding its independent dealer network.
The aquatred launch
Goodyear was analyzing the launch of its new Aquatred tire, designed to provide improved traction in wet conditions. Key considerations included determining the appropriate target market, pricing, distribution channels, and timing of launch given competitors were planning new high-mileage tire launches in 1992. While the Aquatred filled a need in the market, Goodyear debated whether to expand distribution beyond independent dealers or sell in lower-service channels at the risk of eroding the brand value. The management needed to determine if the Aquatred was the right product and if the launch strategy was aligned with strengthening Goodyear's position in the replacement tire market.
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Goodyear launch case
The document discusses Goodyear tires and their planned launch of the new Aquatred tire. It provides background on Goodyear's market share and distribution channels. It then analyzes the tire market using a SWOT analysis and BCG matrix. Finally, it proposes a strategy to launch the new Aquatred tire by aggressively promoting its safety and durability features during the upcoming Winter Olympics.
INEOS AUTOMOTIVE TO BUILD "UNCOMPROMISING" 4X4 OFF-ROADER
WE WANT TO BUILD THE WORLD’S PUREST 4X4 AND ARE AIMING IT AT EXPLORERS, FARMERS AND OFF-ROAD ENTHUSIASTS ACROSS THE GLOBE.
JIM RATCLIFFE, CHAIRMAN OF INEOS
Goodyear aquatred launch
The document discusses Goodyear's plans to launch its new Aquatred tire. It proposes a $21 million budget to launch the tire during the Winter Olympics in January 1992. This would take advantage of the mass promotion and publicity of the Olympics. The launch plan focuses on value-oriented and quality customer segments. It recommends an integrated communication plan highlighting the tire's safety, trustworthiness and all-weather performance. Initial inventory should focus on domestic and imported mixes based on test market results. The plan also recommends using Goodyear's existing distribution channels and dealers while motivating other independent dealers to ensure consistent messaging across all touchpoints.
GOODYEAR CASE-STUDY
Goodyear is launching a new high-traction tire series called Aquatred to establish itself as an innovative tire manufacturer. It is considering expanding distribution channels and the risks and benefits of launching Aquatred. Goodyear hypothesizes that launching Aquatred, with some changes, could help revitalize the company due to its brand strength, loyal customer base, and the product's advantages over competitors in the wet-traction segment. However, Aquatred is currently overpriced and expanding independent dealers or mass-merchandisers could help reach more customers. Launching during the upcoming Winter Olympics may boost sales through heavy promotion relating Aquatred to safety. Alternatives will depend on the launch's success or
Goodyear aquatred launch
Goodyear is planning to launch the Aquatred tire, which has an innovative tread design that channels water out to reduce hydroplaning and improve wet traction. Some concerns have been raised about the Aquatred launch, including whether it is the right product, the right time to launch, and how distribution should be handled. The document discusses the tire market in the 1970-80s, Goodyear's past successful product launches, consumer preferences, competition, and distribution channels. It recommends that Goodyear control dealers' pricing before launch and use upcoming events like the Winter Olympics to introduce the Aquatred, as test data shows the innovative tread design could attract buyers and gain traction over competitors.
Goodyear the launch of aquatred
Goodyear was one of the major tire manufacturers in the US in the 1970s. During that time, the tire industry experienced significant changes with the emergence of radial tires and increased foreign competition. This led to sluggish demand, declining prices, and excess capacity. Goodyear launched the Aquatred tire in the 1980s, which featured an unique aqua channel design for better wet traction. Based on positive test market results showing 38% market share, Goodyear decided to launch Aquatred nationally. The recommended strategy was to target value and quality focused consumers in heavy rainfall areas, position Aquatred as a safe and reliable brand, and promote aggressively during the winter Olympics.
Goodyear tire and rubber company
Goodyear Tire and Rubber Company is considering selling their tires through Sears retail channels to access more price-sensitive consumers. This would provide a private label, low-cost tire option for customers who are already loyal to Sears. While it could undermine Goodyear's brand, partnering with Sears may help regain the 2 million tires they lost annually to competitors by offering tires through a trusted retailer. The best decision is to accept Sears' proposal but only sell one Eagle brand tire to prevent cannibalizing other dealer sales and damaging the Goodyear brand.
Goodyear presentation
Goodyear's marketing strategy involves increasing their social media presence on platforms like Instagram and implementing a mobile app. They sponsor NASCAR events and use affiliated pictures on social media to reach audiences. Their budget allocates most funds to social media, email marketing, and mobile marketing. Key performance indicators are tracked every 3 months and include website traffic, searches, and purchases.
Goodyear - The Aquatred Launch
Barry Robins and Stanley G. Gault are discussing Goodyear's launch of their new Aquatred tire. Goodyear is a major tire manufacturer with plants around the world and is seeking to launch the Aquatred through their traditional dealers. The Aquatred has innovative wet traction features and a high mileage warranty but launching it faces challenges around proper dealer training, distribution channels, timing, and pricing/promotion strategies. Suggestions are made to optimize the winter Olympics promotion, expand distribution carefully, market aggressively in rainy areas, and avoid discounts to protect the brand image.
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This document discusses customer value, satisfaction, and loyalty. It defines customer value as the difference between the benefits and costs of an offering compared to alternatives. Customer satisfaction results from a product meeting or exceeding expectations. Loyalty is a commitment to continue purchasing a preferred product or service. The document stresses that the customer should be the top priority and that companies can deliver value, satisfaction and loyalty through monitoring feedback and continuously meeting or raising expectations.
Harvard Case Study analysis: P&G
P&G has grown to become a global leader in branded consumer goods known for iconic products through international expansion and acquisitions since 1945. It has transformed its marketing approach from focusing on functional benefits to becoming more consumer-centric and digital, leveraging successful campaigns like Old Spice on YouTube. Looking forward, P&G aims to continue innovating as the world's largest marketer and reach 5 billion consumers worldwide.
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Assignment 3
The document discusses Goodyear's launch of the Aquatred tire, which features an innovative tread design to improve wet traction. It raises issues around whether the Aquatred is the right product given competition from other tire brands. It also questions if launching during the upcoming winter Olympics is the right timing due to potential supply bottlenecks. Additionally, it debates the risks and benefits of expanding distribution channels and whether the new channels should sell the Aquatred.
Assignment 3
The document discusses Goodyear's launch of the Aquatred tire, which features an innovative tread design to improve wet traction. It analyzes several issues with the launch: 1) The Aquatred may not be the right product as it overlaps with Goodyear's existing Invicta GS tire; 2) Launching during the winter Olympics may cause supply issues due to initial production of smaller sizes; 3) Expanding distribution channels could erode the brand and cannibalize existing outlet sales. It determines the new channels should likely not sell the Aquatred due to questions around the product's differentiation and potential to burden inventory.
Good Year Case Grp Case about marketing strategy
- Good Year is considering launching a new tire called Aquatred to address the lack of durable wet condition tires in the market.
- A market analysis finds strengths in Good Year's innovative products and customer base, but weaknesses in its financial position and lack of global market presence compared to competitors like Michelin.
- Alternatives of launching through existing dealers, expanding warehouse clubs, or not launching are evaluated based on criteria like profitability, vendor relations, and sales volume.
- The recommendation is to launch Aquatred through existing dealers while expanding the independent dealer network through franchising and certification to boost the brand and take advantage of marketing during the Olympics.
Goodyear the aquatred launch
Goodyear is a major US tire manufacturer that dominated the market in the 1970s. It has over 4,400 independent dealers, 1,300 company-owned outlets, and 600 franchised dealers. Goodyear has 41 plants in the US and 43 in other countries. It transitioned from bias and bias-belted tires to radial tires and diversified in the 1980s. A market test showed strong potential for Aquatred tires among Goodyear's existing customer base. It is recommended that Goodyear launch Aquatred through its existing distribution channels, focusing on expanding its independent dealer network.
Goodyear the aquatred launch
Goodyear is a major US tire manufacturer that dominated the market in the 1970s. It has over 4,400 independent dealers, 1,300 company-owned outlets, and 600 franchised dealers. Goodyear has 41 plants in the US and 43 in other countries. It transitioned from bias and bias-belted tires to radial tires and diversified in the 1980s. A market test showed strong potential for Aquatred tires among Goodyear's existing customer base. It is recommended that Goodyear launch Aquatred through its existing distribution channels, focusing on expanding its independent dealer network.
The aquatred launch
Goodyear was analyzing the launch of its new Aquatred tire, designed to provide improved traction in wet conditions. Key considerations included determining the appropriate target market, pricing, distribution channels, and timing of launch given competitors were planning new high-mileage tire launches in 1992. While the Aquatred filled a need in the market, Goodyear debated whether to expand distribution beyond independent dealers or sell in lower-service channels at the risk of eroding the brand value. The management needed to determine if the Aquatred was the right product and if the launch strategy was aligned with strengthening Goodyear's position in the replacement tire market.
Goodyear Maketing Project Navin Bafna Gmba08 A123
Goodyear was developing the Aquatred tire, designed to improve traction in wet conditions. It planned to launch the tire during the 1992 Winter Olympics with a premium price and 60,000 mile warranty. However, competitors were planning launches of their own tires with longer warranties and large advertising budgets. Additionally, launching only in the replacement market and through lower-service channels could hurt the Aquatred brand. The document evaluates solutions like focusing on positioning and differentiating the premium product, emphasizing customer loyalty programs, and reducing wholeseller impact by partnering directly with stores.
Goodyear : The aquatred launch
- Goodyear is a major tire manufacturer with a global presence and over 100,000 employees.
- The passenger tire market consists of replacement tires (65% of revenue) and original equipment manufacturer tires (35% of revenue).
- Goodyear wanted to launch the new Aquatred tire to target value-oriented and quality-focused customers and revitalize its brand.
- It planned a major launch campaign during the 1992 Winter Olympics with a $21 million budget.
Goodyear
Goodyear: The Aquatred Launch HARVARD BUSINESS SCHOOL CASE STUDY
2. What is Aquatred ? It is a new tire providing improved driving traction under wet conditions
3. Major Tire Industries in U.S
4. Three major changes in US Tire Industry
5. Emergence of RADIAL tires to replace older “bias” and “bias-belted” tires. Between 1971-91 radial’s share of unit sales increased from 32% to 95%.
6. Increased in foreign competition
7. Change in nature of demand from consumers and car makers.
8. FOUR major impacts of these changes
9. Demand for the passenger tires grew sluggishly
10. New tires in the U.S market declined
11. Tires producing capacity outstripped demand Tire making capacity rose 12% and capacity utilization fell from 87% to 76%
12. Industry difficult economic conditions, coupled with the tire manufacturer slow response resulted in a number of mergers and acquisitions
13. In, 1991 company operated 41 plants in U.S, 43 plants in other 25 countries and 6 rubber plantations Known as “THE GORILLA” in world tire industry
14. Goodyear ranked third in worldwide sales of new tires
15. In 1977, company introduced the TIEMPO, first all season radial their unit sales grew from 2% to 71%
16. In 1981, company successfully launched the EAGLE
17. Market for Passenger Tires could be segmented in three ways
18. Distinction between Performance and Broad-line tires Performance Tires Broad-line Tires
19. Market can be also segmented on Replacement and OEM tires Replacement tires sold directly to the individual consumers OEM tires were sold to the car manufacturers
20. In 1986, Sir James Goldsmith attempt to takeover Goodyear greatly increased their debt. Their earnings were sluggish despite spending $1 million per day on investments.
21. Third segmentation was along brand classification It includes major brands, minor brands and private labels
22. Most consumers viewed tires as a “grudge purchase” An expensive necessity to keep vehicle in driving condition
23. Five important tire attributes 1)Tread life 2)Wet traction 3)Handling 4)Snow traction 5)Dry traction
24. Criteria for selecting Tire Retailer 1)Price 2)Offers fast service 3)Can trust personnel 4)Store is attractive 5)Offers mileage warranty 6)Brand selection 7)Maintains convenient hours
25. CONSUMER SEGMENTS
26. Price constrained buyer
27. Value oriented buyer
28. Quality buyers
29. Commodity buyers
30. Wholesale distribution channels
31. Retail distribution channels
32. Goodyear Distribution Structure 4,400 independent dealers accounted for 50% of sales revenue, 1,047 manufactured owned outlets generated 27% and the 600 franchised dealers for 8% and remaining 15% were to government agencies
33. Just Tires was a new retail format under test by Goodyear
34. Goodyear supported core events with radio, television and print advertising, announcing special prices on specific tire lines.
35. Independent Dealers
36. Indepe
Goodyear: The Aquatred Launch : Harvard Case Analysis
- Five tire companies once dominated the US tire market but faced decline due to foreign competition and rising costs. Radial tires with increased mileage replaced bias tires in the 1970s and 1980s.
- The document discusses the US tire market in the 1990s, noting increased average mileage per tire, lower prices due to overcapacity, and consumers' lack of brand loyalty. It profiles Goodyear as the only remaining US company and discusses its new Aquatred tire.
- Goodyear launched the Aquatred, positioned as an innovative radial tire with best-in-class wet traction and a 60,000 mile warranty. It was priced competitively at $89.95-$93.95 and marketed toward safety
Organised Retail in Tyres: Global Examples
The report gives a quick overview of leading names in global tyre market - their size, history, country of origin, and they products and services they offer.
In cases where the companies are listed, their key financial numbers are also presented.
IBR is positive on tyre retail business - we find retail margins are good, and it is possible to offer various other auto products and services from the same outlets. Hence there is scope to value add, and increase margins even further
Goodyear - The Aquatred Launch
1) The document discusses Goodyear's plans to launch their new tire, the Aquatred, which features improved traction in wet conditions. They plan to launch it during the 1992 Winter Olympics with a $21 million marketing budget.
2) Goodyear must decide whether to expand distribution channels for the Aquatred beyond their traditional independent dealers. They must also determine the right price point and ensure their sales force and dealers are properly trained.
3) The document provides suggestions that Goodyear optimize promotion during the Olympics, avoid price discounts to maintain brand image, and expand distribution to garages and service stations to boost sales and market share.
Goodyear the aquatred launch
Goodyear is the third largest tire manufacturer globally. It earns most of its revenue from replacement passenger tires sold through independent dealers and manufacturer-owned outlets. Goodyear aims to launch its new Aquatred tire, positioned as a high-performance tire with superior wet traction. It plans a high-profile nationwide launch during the 1992 Winter Olympics with a $21 million promotional budget. The strategy involves promoting Aquatred's safety benefits to travel agencies, rental car companies, and consumers in high-rainfall areas to establish early market leadership for its new wet-traction technology.
Goodyear : The Aquatred Launch
Goodyear was considering launching the Aquatred tire, which featured an innovative aqua channel design for better wet traction. The summary discusses:
1) Goodyear's market position in the tire industry in the early 1970s and its financial difficulties in the early 1990s that led to considering new product developments.
2) The Aquatred's unique aqua channel design that channels water away from under the tire for better wet traction stopping distances.
3) Goodyear's concerns about launching the higher priced Aquatred, including dealer and customer perspectives wanting low prices and long warranties.
Sample company insights General Motors co
1) The document provides an overview of General Motors, including its global reach, facilities, and revenue from 2014-2016. Revenue was $166.38 billion in 2016.
2) Regional revenue figures are given for North America and breakdowns by year from 2015-2016. North American revenue was over $110 billion in 2016.
3) Vehicle sales data globally and by region is presented, as well as GM's market share in cars, trucks, and crossovers in the US from 2016-2017.
CDE Introduction Presentation for Potential Dealers
CDE is a global leader in designing and manufacturing custom equipment for quarrying, mining, recycling, and waste management industries. They operate globally and have offices in Ireland, India, Qatar, and Dubai. CDE was established in 1992 and has become a market leader through experience and highly skilled engineers. They are dedicated to improving the industries they serve through investment in R&D.
Hydraulic winch market
A winch is a device which is used to pull in, let out, or adjust the tension of a wire rope. It comprises a cable or rope and a motor. A winch can be powered by hydraulic, electric, pneumatic, or internal combustion drives. Hydraulic mode of operation uses liquid to carry out the desired operation. Hydraulic winch is connected to the engine through a hydraulic pump which powers the hydraulic motor.
Gm corporation (long verrsion) copy (1)
General Motors Corporation (GM) is the world's largest automaker, employing 284,000 people worldwide. Headquartered in Detroit, GM manufactures vehicles under brands like Chevrolet, Buick, GMC, Cadillac, and more. In 2006, GM sold over 9 million vehicles globally. While once dominant in the US, GM has faced declining market share since the 1970s from increased competition. GM operates in over 33 countries and has partnerships with other automakers. The company aims to strengthen brands like Chevrolet and Cadillac. One recommendation is for GM to further penetrate the large Chinese market to regain customers and reputation.
Aquatred case
The document summarizes a Harvard Business School case study about Goodyear Tire & Rubber Company in the 1990s. It discusses Goodyear launching a new high-performance tire called Aquatred to target quality and value-oriented consumers. It analyzes whether Aquatred is suitable for dealers and consumers, whether distribution should be expanded, and what the pricing and promotional policies should be. The key conclusions are that Aquatred should be positioned as a premium product, current distribution channels should be utilized maximally, and dealers encouraged to maintain recommended pricing through aggressive marketing and advertising.
Otr Itm Final
The document provides an overview of Duratuff Radial Pvt. Ltd., a manufacturer of rubber tires established in 1976. It produces 200 kinds of tires for various applications across factories in India and South Africa. Its vision is to be a significant global tires player providing customer delight. Its goals include launching OTR tires in India and acquiring market share, and expanding internationally. It discusses opportunities in bias tires and exploiting the scarcity of radial OTR tires.
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Goodyear case...
- 1. Goodyear: The Aquatred Launch (Condensed) Presented by: Sambit Rout(12DM052) Ashutosh Beuria(12DM038) Chitta Ranjan Behra(12DM001) Rahul Kumar Singh(12DM044) Rakesh Pradhan(12DM104)
- 2. Back ground • 41 plant in U.S and 43 plant over seas. • 2000 distribution in world wide • It has 1,05,000 employees. • Ranked in the third position in sales of new tires. • The company also had a strong track record in launching innovative new products.
- 3. Goodyear channel of distribution • 4 channel of distribution • Independent dealers- 50% of sales revenue with 4400 outlets • Manufactured owned outlets- generated 27% of sales through 1,047 outlets. • Franchised dealers- 8% of sales • Government agencies- 15% of sales
- 4. • Goodyear did not sell tires in garages,service stations, warehouse clubs, or mass merchandisers. • However the another private label named kelly springfield was sold by mass merchandiser.
- 5. The Aquatred Tire • Different • Design performance and consumer prefernce aqua channel hydro planning and wet traction 60,000 mile warranty
- 6. Launch of The Aquatred Tire • Aquatred was planned to have a strong impact on the market as it was the product which would give a good image to goodyear in the market. • Budget of $21 million.