case study aquatred
TRANSCRIPT
REVEREND PERSONALITIES…
•BARRY ROBINS (Vice President of Marketing GOODYEAR, North America)
• STANLEY G. GAULT (Retired Chairman RUBBERMAID)
• It was an expensive necessity to keep vehicle in driving condition.•Time lag between purchase of 2 tires was 2.5 years.•People were purchasing out of compulsion.•People purchased in form of “pairs”.
2 tires- 42% 4 tires- 40% 1 tire- 16% 3 tires- 2%
EARLIER…
- SCOPE OF IMPROVEMENT -
7 MOST IMPORTANT CRITERIA…
I. Price
II. Offset fast service
III. Can trust personnel
IV. Store is attractive
V. Offers mileage warranty
VI. Brand selection
VII.Maintains convenient hours
CONSUMER SEGMENTATION
I. Price constrained buyers
II. Value constrained buyers
III. Quality buyers
IV. Commodity buyers
Asses the new outlets for “AQUATRED”? How should it move ahead with its strategy of involving
Company armed outlets and Independent dealers???
1976 1981 1986 19910
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DISTRIBUTION CHANNELS(% of Replacement Passenger tires per unit)
Oil companies Large retailers Manufacturer- owned outlets Independent dealers
GOODYEAR’S SALES TO 3 KINDS OF INDEPENDENT DEALERS
Sales
Dealers (Strictly Wholesalers)Dealers (sold tires and resold tires)Dealers (who brought tires to resell in their own outlets)
- SCOPE OF IMPROVEMENT -
STRATEGIC IMPLEMENTATION FOR
CUSTOMERS
I. New owners franchised
II. Consistent levels of sales
III. Goodyear supported core events
IV. Various discount offers were implemented
V. Additional accessories were provided
SERVICES PROVIDED TO DEALERS
I. Expertise and training
II. Certified Auto service
III. Goodyear Business Management
IV. National & Regional advertising
V. Research on market trends
VI. Various allowances
How should Goodyear indulge itself in getting the right product?
Determine the appropriate time of its launch???