SlideShare une entreprise Scribd logo
1  sur  31
Télécharger pour lire hors ligne
THE AQUATRED LAUNCH
A
HARVARD
CASE
STUDY
ANALYSIS
ABOUT
THE
CASE
the players (1/2)
• BARRY ROBINS
– Vice President of Marketing
• STANLEY G. GAULT
– Chairman of Goodyear
GOODYEAR’s BACKGROUND (2/2)
• In 1991 – 41 Plants in USA, 43 Plants
other nations
• 3rd Rank in Worldwide Sales
• Income < 1% of $10.91 Billion Revenue
• $1 Million per day on Interest Spending in
1991
• History of Successful Product Innovation
AIM
OF
THIS
CASE
OBJECTIVE 1
• MAKING SURE GOODYEAR
HAS THE RIGHT PRODUCT &
TIMING TO GENERATE
SUPPORT FROM THE
COMPANY’S TRADITIONAL
BASE OF INDEPENDENT
DEALERS
OBJECTIVE 2
• WEIGHING THE RISKS &
BENEFITS OF EXPANDING
DISTRIBUTION CHANNELS.
ANALYZING WHETHER THE
NEW CHANNELS WOULD SELL
THE AQUATRED
– We’ll study the company’s distribution structure &
analyze the market research done on this
TIRE
INDUSTRY
IN USA
OVERVIEW from 1970 to 1990
• 3 Major Events – CAUSE
a. Radial tires introduced, required heavy
investments
b. Increase in foreign competition
c. Change in Demand due to Increase in Oil Prices
• Impact – EFFECT
a. Slow Demand Growth
b. Price reduction
c. Production Capacity >
Demand
d. Mergers & Acquisitions
MARKET FOR
PASSENGER
TIRES
MARKET SEGMENTATION (1/3)
• Market divided on basis of :-
a. PERFORMANCE vs BROAD-LINE TIRES
b. REPLACEMENT vs OEM TIRES
c. BRAND CLASSIFICATION
i. Major Brand (36%)
ii. Minor Brand (24%)
iii. Private Label (40%)
• TIRE
ATTRIBUTES
a. Tread Life
b. Wet Traction
c. Handling
d. Snow Traction
e. Dry Traction
• RETAILER
CRITERIA
a. Price
b. Offers Fast Service
c. Trustable Personnel
d. Attractive Store
e. Mileage Warranty
f. Brand Selection
g. Convenient Hours
CONSUMER PREFERENCES (2/3)
CONSUMER SEGMENTATION (3/3)
• On the basis of preference of brand or
outlet
a. Price-Constrained Buyers – 22%
b. Value-Oriented Buyers – 18%
c. Quality Buyers – 23%
d. Commodity Buyers – 37%
• In 1992
a. 45% Price Oriented
b. 22% Brand Oriented
c. 33% Outlet Oriented
MARKET FOR
REPLACEMENT
TIRES
Retail channel (1/3)
DISTRIBUTION
CHANNELS
Garage/
Service
Stations
(6%)
Warehouse
Clubs (6%)
Mass
Merchandis
ers (12%)
Manufactur
er owned
Stores (9%)
Small
Independe
nt Dealers
(40%)
Large
Independe
nt dealers
(23%)
Goodyear's distribution structure (2/3)
DISTRIBUTION
CHANNELS
4400
INDEPENDENT
DEALERS
50%
1047
MANUFACTURER
OWNED
27%
600
FRANCHISED
DEALERS
8%
GOVERNMENT
AGENCIES
15%
Number of stores Sales Revenue
Goodyear ‘S independent dealers (3/3)
• Dealers Organized into :-
– 28 Districts
– 1 District Manager
– 3 Area Sales Managers
• Goodyear Offered Services like :-
– Expertise & Training
– Certified Auto Service
– Goodyear Business Management System
– National & Regional Advertising
– Research on Market Trends
THE
AQUATRED
TIRE
AQUATRED features (1/2)
• INNOVATIVE – Design Improved Traction in
Wet Conditions
• SAFE – Reduced Braking Time & Distance
• SUPERIOR – Top of Broad Line Segment
• STRENGTH – 60,000 Mile Warranty
• APPEARANCE – New & Striking Design
AQUATRED’s LAUNCH (2/2)
• Sale only through Replacement Market
• Priced at a premium of 10% over Invicta GS
• Launch Budget of $21 million
• Launch during Winter Olympics in January
1992
LAUNCH
CONCERNS
PRODUCT (1/5)
• Is it the Right Product for the market ?
– Michelin & Bridgestone planned to launch new
tires with 80,000 mile warranties and huge
advertisement budgets
• What would the consumer prefer ?
Distribution channel (2/5)
• Should they expand distribution ?
– Would prevent being replaced
by other brands
• If yes then through which channels ?
– Selling through lower service
outlets could erode Brand Value
Timing (3/5)
• When should it be Launched ?
– Plan to launch during Winter Olympics
– Might spark Sales
– Initial Inventory unavailable for Imported cars
EDUCATING DEALERS (4/5)
• Which customer would be likely to switch
to Aquatreds ?
– Dealers tried selling to
affluent looking customers
• Should the new channels
receive the Aquatred?
Pricing & Promotion (5/5)
• What should the price be ?
– Kept at a premium of 10% over Invicta GS
• Should they allow price promotions on
Aquatred ?
– Problem of tires being diverted to Unauthorized
dealers
SOME
SUGGESTIONS
Suggestions (1/3)
• Sales force and dealers must be properly
trained so that they convey the correct
message to the customer
– EXHIBIT 10
• Avoid discounts on Aquatred instead
Decrease Prices
– Success of Tiempo due to low retail price
– In competition with high mile warranty tires
– Reduces Brand Image
SUGGESTIONS (2/3)
• Optimize promotion during Winter
Olympics
– Launch the product before the competition does
– Increase awareness of a new product among
customers by creating curiosity
– Change mindset by highlighting the importance &
need of safe tires in all conditions
• Unavailability of product for imported cars
would not be a big concern
– Only 26% buyers of Imported cars
SUGGESTIONS (3/3)
• Market Extensively & Aggressively in Rain-
prone areas
• Expand Distribution Network into
Garage/Service Stations
– Reduce effects of whole sellers
– Maximizes geographic reach
– Increases Sales & Market Share
Goodyear - The Aquatred Launch

Contenu connexe

Tendances

(MBASkills.IN) Good Year
(MBASkills.IN) Good Year(MBASkills.IN) Good Year
(MBASkills.IN) Good YearSameer Mathur
 
Clique Pens - Case Study Solution by Kamal Allazov (Essay type)
Clique Pens - Case Study Solution by Kamal Allazov (Essay type)Clique Pens - Case Study Solution by Kamal Allazov (Essay type)
Clique Pens - Case Study Solution by Kamal Allazov (Essay type)Kamal Allazov (MSc.)
 
Goodyear tire and rubber company - Aquatred Case study
Goodyear tire and rubber company - Aquatred Case studyGoodyear tire and rubber company - Aquatred Case study
Goodyear tire and rubber company - Aquatred Case studyDr. Nilendra Singh Ph.D.
 
Natureview Farm : Harvard Business School Case
Natureview Farm : Harvard Business School CaseNatureview Farm : Harvard Business School Case
Natureview Farm : Harvard Business School CaseAnmol Agrawal
 
Natureview Farm Case Analysis
Natureview Farm Case AnalysisNatureview Farm Case Analysis
Natureview Farm Case AnalysisSarthak Anand
 
Natureview farm-A Hbr Case Study
Natureview farm-A Hbr Case StudyNatureview farm-A Hbr Case Study
Natureview farm-A Hbr Case StudyPrashant Ojha
 
Natureview Farm - Case Study
Natureview Farm - Case StudyNatureview Farm - Case Study
Natureview Farm - Case StudySuyash Karkare
 
Lays case study_Marketing
Lays case study_MarketingLays case study_Marketing
Lays case study_MarketingMehak Gupta
 
Natureview Farm Study Case -1
Natureview Farm Study Case -1 Natureview Farm Study Case -1
Natureview Farm Study Case -1 Esha Singh
 
Natureview Farm - HBR Case Study
Natureview Farm - HBR Case StudyNatureview Farm - HBR Case Study
Natureview Farm - HBR Case StudyShomik Biswas
 
Mountain Equipment Co-op: The Private Label Strategy
Mountain Equipment Co-op: The Private Label StrategyMountain Equipment Co-op: The Private Label Strategy
Mountain Equipment Co-op: The Private Label StrategyAbhijeet Thorat
 
Natureview Farm - Harvard Case Study
Natureview Farm - Harvard Case StudyNatureview Farm - Harvard Case Study
Natureview Farm - Harvard Case StudySanthosh Kumar
 
natureview farm case study
natureview farm case studynatureview farm case study
natureview farm case studyJai Rathore
 
Harvard business school case study -Nature view farm
Harvard business school case study -Nature view farmHarvard business school case study -Nature view farm
Harvard business school case study -Nature view farmManu Tyagi
 
Natureview Farm Harvard Case Analysis
Natureview Farm Harvard Case AnalysisNatureview Farm Harvard Case Analysis
Natureview Farm Harvard Case AnalysisShreyans Hinger
 
Nature view farm case study group submited1
Nature view farm case study group submited1Nature view farm case study group submited1
Nature view farm case study group submited1Ibah Jungmin
 

Tendances (20)

(MBASkills.IN) Good Year
(MBASkills.IN) Good Year(MBASkills.IN) Good Year
(MBASkills.IN) Good Year
 
Clique Pens - Case Study Solution by Kamal Allazov (Essay type)
Clique Pens - Case Study Solution by Kamal Allazov (Essay type)Clique Pens - Case Study Solution by Kamal Allazov (Essay type)
Clique Pens - Case Study Solution by Kamal Allazov (Essay type)
 
Goodyear tire and rubber company - Aquatred Case study
Goodyear tire and rubber company - Aquatred Case studyGoodyear tire and rubber company - Aquatred Case study
Goodyear tire and rubber company - Aquatred Case study
 
Natureview farm
Natureview farmNatureview farm
Natureview farm
 
Natureview Farm : Harvard Business School Case
Natureview Farm : Harvard Business School CaseNatureview Farm : Harvard Business School Case
Natureview Farm : Harvard Business School Case
 
Natureview Farm Case Analysis
Natureview Farm Case AnalysisNatureview Farm Case Analysis
Natureview Farm Case Analysis
 
Natureview farm-A Hbr Case Study
Natureview farm-A Hbr Case StudyNatureview farm-A Hbr Case Study
Natureview farm-A Hbr Case Study
 
Natureview Farm - Case Study
Natureview Farm - Case StudyNatureview Farm - Case Study
Natureview Farm - Case Study
 
Lays case study_Marketing
Lays case study_MarketingLays case study_Marketing
Lays case study_Marketing
 
Natureview Farm Study Case -1
Natureview Farm Study Case -1 Natureview Farm Study Case -1
Natureview Farm Study Case -1
 
Natureview Farm - HBR Case Study
Natureview Farm - HBR Case StudyNatureview Farm - HBR Case Study
Natureview Farm - HBR Case Study
 
Mountain Equipment Co-op: The Private Label Strategy
Mountain Equipment Co-op: The Private Label StrategyMountain Equipment Co-op: The Private Label Strategy
Mountain Equipment Co-op: The Private Label Strategy
 
Natureview farm case analysis
Natureview farm case analysisNatureview farm case analysis
Natureview farm case analysis
 
Natureview Farm - Harvard Case Study
Natureview Farm - Harvard Case StudyNatureview Farm - Harvard Case Study
Natureview Farm - Harvard Case Study
 
natureview farm case study
natureview farm case studynatureview farm case study
natureview farm case study
 
Natureview case
Natureview caseNatureview case
Natureview case
 
Natureview
NatureviewNatureview
Natureview
 
Harvard business school case study -Nature view farm
Harvard business school case study -Nature view farmHarvard business school case study -Nature view farm
Harvard business school case study -Nature view farm
 
Natureview Farm Harvard Case Analysis
Natureview Farm Harvard Case AnalysisNatureview Farm Harvard Case Analysis
Natureview Farm Harvard Case Analysis
 
Nature view farm case study group submited1
Nature view farm case study group submited1Nature view farm case study group submited1
Nature view farm case study group submited1
 

En vedette

Goodyear : The aquatred launch
Goodyear : The aquatred launchGoodyear : The aquatred launch
Goodyear : The aquatred launchSameer Mathur
 
Goodyear the aquatred launch
Goodyear the aquatred launchGoodyear the aquatred launch
Goodyear the aquatred launchSagar S T
 
Goodyear : The Aquatred Launch
Goodyear : The Aquatred LaunchGoodyear : The Aquatred Launch
Goodyear : The Aquatred LaunchSameer Mathur
 
Goodyear the launch of aquatred
Goodyear the launch of aquatredGoodyear the launch of aquatred
Goodyear the launch of aquatredSameer Mathur
 
Goodyear: The Aquatred Launch : Harvard Case Analysis
Goodyear: The Aquatred Launch : Harvard Case AnalysisGoodyear: The Aquatred Launch : Harvard Case Analysis
Goodyear: The Aquatred Launch : Harvard Case AnalysisSameer Mathur
 
Goodyear launch case
Goodyear launch caseGoodyear launch case
Goodyear launch caseshashank.kr
 

En vedette (9)

Goodyear : The aquatred launch
Goodyear : The aquatred launchGoodyear : The aquatred launch
Goodyear : The aquatred launch
 
Goodyear the aquatred launch
Goodyear the aquatred launchGoodyear the aquatred launch
Goodyear the aquatred launch
 
Goodyear
GoodyearGoodyear
Goodyear
 
Goodyear : The Aquatred Launch
Goodyear : The Aquatred LaunchGoodyear : The Aquatred Launch
Goodyear : The Aquatred Launch
 
Goodyear the launch of aquatred
Goodyear the launch of aquatredGoodyear the launch of aquatred
Goodyear the launch of aquatred
 
Goodyear: The Aquatred Launch : Harvard Case Analysis
Goodyear: The Aquatred Launch : Harvard Case AnalysisGoodyear: The Aquatred Launch : Harvard Case Analysis
Goodyear: The Aquatred Launch : Harvard Case Analysis
 
Goodyear Case Study
Goodyear Case StudyGoodyear Case Study
Goodyear Case Study
 
GOODYEAR CASE-STUDY
GOODYEAR CASE-STUDYGOODYEAR CASE-STUDY
GOODYEAR CASE-STUDY
 
Goodyear launch case
Goodyear launch caseGoodyear launch case
Goodyear launch case
 

Similaire à Goodyear - The Aquatred Launch

Goodyear - The Aquatred Launch
Goodyear - The Aquatred LaunchGoodyear - The Aquatred Launch
Goodyear - The Aquatred LaunchSameer Mathur
 
Case study on Goodyear: The Aquatred launch
Case study on Goodyear: The Aquatred launchCase study on Goodyear: The Aquatred launch
Case study on Goodyear: The Aquatred launchSameer Mathur
 
Goodyear aquatred launch
Goodyear aquatred launchGoodyear aquatred launch
Goodyear aquatred launchNigam Bhavsar
 
Good Year Case Grp Case about marketing strategy
Good Year Case Grp Case about marketing strategyGood Year Case Grp Case about marketing strategy
Good Year Case Grp Case about marketing strategyRahatulAshafeen
 
Goodyear tire and rubber company
Goodyear tire and rubber companyGoodyear tire and rubber company
Goodyear tire and rubber companyjuanconderevuelta2
 
M&A: acquisition plan Pirelli-Goodyear
M&A: acquisition plan Pirelli-GoodyearM&A: acquisition plan Pirelli-Goodyear
M&A: acquisition plan Pirelli-GoodyearFrancesco Micaletti
 
Goodyear the aquatred launch
Goodyear the aquatred launchGoodyear the aquatred launch
Goodyear the aquatred launchSameer Mathur
 
Product life cycle (PLC) & Boston Consultancy Group (BCG) MBA ppt
Product life cycle (PLC) & Boston Consultancy Group (BCG) MBA pptProduct life cycle (PLC) & Boston Consultancy Group (BCG) MBA ppt
Product life cycle (PLC) & Boston Consultancy Group (BCG) MBA pptPratik Thakkar
 
AADA_Presentation_UrbSci
AADA_Presentation_UrbSciAADA_Presentation_UrbSci
AADA_Presentation_UrbSciDavid Cain
 
Marketing Strategy of Apollo Tyres
Marketing Strategy of Apollo TyresMarketing Strategy of Apollo Tyres
Marketing Strategy of Apollo TyresPrakhar Jain
 
Goodyear Maketing Project Navin Bafna Gmba08 A123
Goodyear  Maketing Project Navin Bafna Gmba08 A123Goodyear  Maketing Project Navin Bafna Gmba08 A123
Goodyear Maketing Project Navin Bafna Gmba08 A123Navin Bafna
 

Similaire à Goodyear - The Aquatred Launch (20)

Goodyear - The Aquatred Launch
Goodyear - The Aquatred LaunchGoodyear - The Aquatred Launch
Goodyear - The Aquatred Launch
 
Case study on Goodyear: The Aquatred launch
Case study on Goodyear: The Aquatred launchCase study on Goodyear: The Aquatred launch
Case study on Goodyear: The Aquatred launch
 
Goodyear aquatred launch
Goodyear aquatred launchGoodyear aquatred launch
Goodyear aquatred launch
 
Goodyear the aquatred launch
Goodyear  the aquatred launchGoodyear  the aquatred launch
Goodyear the aquatred launch
 
The aquatred launch
The aquatred launchThe aquatred launch
The aquatred launch
 
Good Year Case Grp Case about marketing strategy
Good Year Case Grp Case about marketing strategyGood Year Case Grp Case about marketing strategy
Good Year Case Grp Case about marketing strategy
 
Goodyear tire and rubber company
Goodyear tire and rubber companyGoodyear tire and rubber company
Goodyear tire and rubber company
 
Goodyear : Aquatred
Goodyear : AquatredGoodyear : Aquatred
Goodyear : Aquatred
 
Goodyear Case Study
Goodyear Case StudyGoodyear Case Study
Goodyear Case Study
 
Aquatred case
Aquatred caseAquatred case
Aquatred case
 
M&A: acquisition plan Pirelli-Goodyear
M&A: acquisition plan Pirelli-GoodyearM&A: acquisition plan Pirelli-Goodyear
M&A: acquisition plan Pirelli-Goodyear
 
Goodyear the aquatred launch
Goodyear the aquatred launchGoodyear the aquatred launch
Goodyear the aquatred launch
 
Goodyear the aquatred launch
Goodyear the aquatred launchGoodyear the aquatred launch
Goodyear the aquatred launch
 
Product life cycle (PLC) & Boston Consultancy Group (BCG) MBA ppt
Product life cycle (PLC) & Boston Consultancy Group (BCG) MBA pptProduct life cycle (PLC) & Boston Consultancy Group (BCG) MBA ppt
Product life cycle (PLC) & Boston Consultancy Group (BCG) MBA ppt
 
AADA_Presentation_UrbSci
AADA_Presentation_UrbSciAADA_Presentation_UrbSci
AADA_Presentation_UrbSci
 
Marketing Strategy of Apollo Tyres
Marketing Strategy of Apollo TyresMarketing Strategy of Apollo Tyres
Marketing Strategy of Apollo Tyres
 
Goodyear Maketing Project Navin Bafna Gmba08 A123
Goodyear  Maketing Project Navin Bafna Gmba08 A123Goodyear  Maketing Project Navin Bafna Gmba08 A123
Goodyear Maketing Project Navin Bafna Gmba08 A123
 
Good year report
Good year reportGood year report
Good year report
 
Assignment 3
Assignment 3Assignment 3
Assignment 3
 
Assignment 3
Assignment 3Assignment 3
Assignment 3
 

Dernier

7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfSourav Sikder
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato pptElizangelaSoaresdaCo
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 

Dernier (20)

7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato ppt
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 

Goodyear - The Aquatred Launch

  • 3. the players (1/2) • BARRY ROBINS – Vice President of Marketing • STANLEY G. GAULT – Chairman of Goodyear
  • 4. GOODYEAR’s BACKGROUND (2/2) • In 1991 – 41 Plants in USA, 43 Plants other nations • 3rd Rank in Worldwide Sales • Income < 1% of $10.91 Billion Revenue • $1 Million per day on Interest Spending in 1991 • History of Successful Product Innovation
  • 6. OBJECTIVE 1 • MAKING SURE GOODYEAR HAS THE RIGHT PRODUCT & TIMING TO GENERATE SUPPORT FROM THE COMPANY’S TRADITIONAL BASE OF INDEPENDENT DEALERS
  • 7. OBJECTIVE 2 • WEIGHING THE RISKS & BENEFITS OF EXPANDING DISTRIBUTION CHANNELS. ANALYZING WHETHER THE NEW CHANNELS WOULD SELL THE AQUATRED – We’ll study the company’s distribution structure & analyze the market research done on this
  • 9. OVERVIEW from 1970 to 1990 • 3 Major Events – CAUSE a. Radial tires introduced, required heavy investments b. Increase in foreign competition c. Change in Demand due to Increase in Oil Prices • Impact – EFFECT a. Slow Demand Growth b. Price reduction c. Production Capacity > Demand d. Mergers & Acquisitions
  • 11. MARKET SEGMENTATION (1/3) • Market divided on basis of :- a. PERFORMANCE vs BROAD-LINE TIRES b. REPLACEMENT vs OEM TIRES c. BRAND CLASSIFICATION i. Major Brand (36%) ii. Minor Brand (24%) iii. Private Label (40%)
  • 12. • TIRE ATTRIBUTES a. Tread Life b. Wet Traction c. Handling d. Snow Traction e. Dry Traction • RETAILER CRITERIA a. Price b. Offers Fast Service c. Trustable Personnel d. Attractive Store e. Mileage Warranty f. Brand Selection g. Convenient Hours CONSUMER PREFERENCES (2/3)
  • 13. CONSUMER SEGMENTATION (3/3) • On the basis of preference of brand or outlet a. Price-Constrained Buyers – 22% b. Value-Oriented Buyers – 18% c. Quality Buyers – 23% d. Commodity Buyers – 37% • In 1992 a. 45% Price Oriented b. 22% Brand Oriented c. 33% Outlet Oriented
  • 15. Retail channel (1/3) DISTRIBUTION CHANNELS Garage/ Service Stations (6%) Warehouse Clubs (6%) Mass Merchandis ers (12%) Manufactur er owned Stores (9%) Small Independe nt Dealers (40%) Large Independe nt dealers (23%)
  • 16. Goodyear's distribution structure (2/3) DISTRIBUTION CHANNELS 4400 INDEPENDENT DEALERS 50% 1047 MANUFACTURER OWNED 27% 600 FRANCHISED DEALERS 8% GOVERNMENT AGENCIES 15% Number of stores Sales Revenue
  • 17. Goodyear ‘S independent dealers (3/3) • Dealers Organized into :- – 28 Districts – 1 District Manager – 3 Area Sales Managers • Goodyear Offered Services like :- – Expertise & Training – Certified Auto Service – Goodyear Business Management System – National & Regional Advertising – Research on Market Trends
  • 19. AQUATRED features (1/2) • INNOVATIVE – Design Improved Traction in Wet Conditions • SAFE – Reduced Braking Time & Distance • SUPERIOR – Top of Broad Line Segment • STRENGTH – 60,000 Mile Warranty • APPEARANCE – New & Striking Design
  • 20. AQUATRED’s LAUNCH (2/2) • Sale only through Replacement Market • Priced at a premium of 10% over Invicta GS • Launch Budget of $21 million • Launch during Winter Olympics in January 1992
  • 22. PRODUCT (1/5) • Is it the Right Product for the market ? – Michelin & Bridgestone planned to launch new tires with 80,000 mile warranties and huge advertisement budgets • What would the consumer prefer ?
  • 23. Distribution channel (2/5) • Should they expand distribution ? – Would prevent being replaced by other brands • If yes then through which channels ? – Selling through lower service outlets could erode Brand Value
  • 24. Timing (3/5) • When should it be Launched ? – Plan to launch during Winter Olympics – Might spark Sales – Initial Inventory unavailable for Imported cars
  • 25. EDUCATING DEALERS (4/5) • Which customer would be likely to switch to Aquatreds ? – Dealers tried selling to affluent looking customers • Should the new channels receive the Aquatred?
  • 26. Pricing & Promotion (5/5) • What should the price be ? – Kept at a premium of 10% over Invicta GS • Should they allow price promotions on Aquatred ? – Problem of tires being diverted to Unauthorized dealers
  • 28. Suggestions (1/3) • Sales force and dealers must be properly trained so that they convey the correct message to the customer – EXHIBIT 10 • Avoid discounts on Aquatred instead Decrease Prices – Success of Tiempo due to low retail price – In competition with high mile warranty tires – Reduces Brand Image
  • 29. SUGGESTIONS (2/3) • Optimize promotion during Winter Olympics – Launch the product before the competition does – Increase awareness of a new product among customers by creating curiosity – Change mindset by highlighting the importance & need of safe tires in all conditions • Unavailability of product for imported cars would not be a big concern – Only 26% buyers of Imported cars
  • 30. SUGGESTIONS (3/3) • Market Extensively & Aggressively in Rain- prone areas • Expand Distribution Network into Garage/Service Stations – Reduce effects of whole sellers – Maximizes geographic reach – Increases Sales & Market Share