Marangoni Does the Business for Esher Tyre

The partnership between tyre retailer Esher Tyre and Exhaust and Group Tyre (UK) member Broadway tyres is a perfect example of a regional wholesaler and independent retailer working together for mutual advantage. The catalyst in this relationship is the Marangoni tyre brand, as Mr. F. Frost, who manages the outlet and who is the second generation in charge of this family-run business explains:

“When our Group Tyre representative from Broadway Tyres, Phil Hancock, informed us that the Marangoni brand was available we were more than willing to trial the brand. On receipt of the first delivery, I had a set mounted on my car and took it for a drive – and I was not disappointed. Since that day we have never looked back as we can hardly keep ourselves in stock, such is the demand.”

The visibility of the Marangoni brand in the UK has been raised significantly since exclusive distributorship was handed to wholesaler Group Tyre (UK) Ltd. A comprehensive Marangoni dealer network has been created, with a full high-impact support package provided, including PoS, exterior signage and branded clothing and merchandise; something which Mr Frost sees as a critical element to the brand’s success. He says: “Marangoni is easily our most profitable brand pound for pound, and that includes all the premium brands we stock.

“The support package offered is more comprehensive than any I have seen in the industry. In addition to the point of sale literature, items such as branded shirts, polo shirts and combat trousers means our staff look extremely presentable, constantly reinforcing the Marangoni brand message. In addition, the Intelligence Manual which includes a Manufacturer’s Recommended Retail Price List has proved extremely useful – often we have been able to sell tyres at £5-£10 more than the RRP!”

Another critical element is the service from Broadway Tyres, which offers multiple same day deliveries, and over 40,000 tyres held in stock. “Availability of product is a massive benefit.” Mr Frost explains. “The majority of our customers want immediate fitting so they are off the road for the minimum time possible. With the support from Broadway Tyres, we can virtually always fit a replacement Marangoni tyre straight from stock – resulting in a reduction in lost sales.”