Forsythe Rubber Products is developing a proprietary branded tire called FAST to generate higher margins. The project is to design a brand that changes how people think about tires through an integrated product, brand, and retail experience. Three reframe concepts were proposed: Chameleon uses subtle colored rubber accents to communicate maintenance needs, ColorWorks uses a three-tier colored rubber system to indicate tread wear and issues, and Spectrum uses different colored rubber bands and RFID chips to differentiate tire types and directly alert users to problems.

1. Forsyth Advanced Solutions Tire
SDES - 704–OL | WINTER 2012 | PROFESSOR MARIAH HAY

2. PROJECT BRIEF
Forsythe Rubber Products is a publicly owned corporation. They are an
Ohio based manufacturer of tires for the original equipment industry
whose customers include major branded tire manufacturers – Michelin,
Firestone, Uniroyal, as well as mass merchandisers such as Wal-Mart and
Pep Boys who carry their own private label products in additional to major
brands. Forsythe has been a very successful company in the business-to-
business sales model.
Currently, Forsythe is feeling the pressure of its shareholders’ expectations
for growth. This has made Forsythe Rubber Products a little uneasy, so a
management team has responded to this with a well-funded initiative,
code named FAST – Forsythe Advanced Solution Tire, to create a
proprietary branded product that would generate higher margins for its
shareholders. This proprietary product will incorporate Forsythe’s exciting
new technology; colored rubber for tires.

3. 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

4. REFRAMING FAST : CHAMELEON
A line of tires that quietly communicates proper tire maintenance
and branding through subtle use of colored-rubber accents.
The Need
This will inform the user of when to rotate tires or provide additional maintenance,
without overuse of colored rubber. Although there are existing tires with
communicative features such as tread benchmarks and psi recommendations, most
users are unaware of its purpose and/or location. The need here is to simply
address the design of these features, in hopes of bringing them to the forefront of
the average consumer’s mind, rather than remain an afterthought.
• White rubber markings on the tirewall which identify proper tire inflation, size and
branding of the tire.
• Red tread benchmarks placed inside tire grooves, to remain discreet enough for
everyday wear, but obviously command attention when the red begins to disappear
due to tire wear and tear.

5. REFRAMING FAST : CHAMELEON
Differentiate
Colored rubber has the potential to take the guesswork out of proper tire
maintenance. Through minimal use of colored rubber in the FAST: Chameleon line,
consumers who understand the basics of tire maintenance benefit from the subtle
communication and relevant placement. The use of colored rubber does not have to
be obvious, and can actually render existing safety features such as wheel wall
markings and tread benchmarks more obvious.
Proven
FAST Chameleon could essentially reward consumers for proactive tire care, offering
discounts on tire rotation/balance costs, as well as partnering with popular retailers
for 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, Gas
Saved, etc.

6. REFRAMING FAST : COLORWORKS
A three-tiered system of colored rubber communicates tread wear
and potential hazardous punctures, gashes or leaks in the tire.
The Need
Color promotes proper tire maintenance and safety practices, educating consumers
with ease that are accustomed to trusting the opinion of others’, or that simply do
not 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 near
future.
• Amber layers of rubber lie just beneath the green, once the tread has reached
1/32, 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 substantial
or problematic tread wear, as well as providing easy-to-identify punctures, air leaks
and gashes.
• White colored rubber is used to recommend tire inflation psi, size and brand.

7. REFRAMING FAST : COLORWORKS
Differentiate
Colored rubber has the potential to communicate clearly with consumers, regardless
of their prior tire knowledge or interest. The majority of consumer tire brands
assume the traditional product design: black rubber, leaving a lot of guess work for
those not well-versed in researched tire technologies. This lack of knowledge can
easily lead to tire maintenance neglect or worse, catastrophic failure if there is no
other trusted opinion source. The concept of ColorWorks assumes the responsibility
for the user, allowing them the comfort of knowing their tire will, “let them know”
when an issue with their tire arises.
Proven
FAST ColorWorks could provide interactive point-of-purchase displays to allow
potential customers to learn about the colored-rubber system before purchasing. A
dissected display tire will clearly identify each colored layer, explaining the system to
develop trust at the point of purchase. Because this color-coded system is aimed at
preventing catastrophic tire failure, an extended tire replacement warranty could also
encourage first-time buyers.

8. 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.

9. 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.

10. 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.

11. 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.

12. 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.

13. 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.

14. REFRAMING FAST : SPECTRUM | PROVEN
All tires include RF chips embedded in colored rubber layers, and
communicates directly with the user via computer or mobile phone
to 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.