The bigger the tyre brand, the more important marketing becomes in order to communicate its values and its worth. With this in mind, the “marketing” tag collates all the latest marketing-related news and analysis into a single place. This reverse-chronological list of thousands of articles is your go-to source of tyre industry, marketing-related news and information.
Michelin has renewed its logo and visual identity. In short, Bibendum has been reconfigured as modern line drawing rather than the 3D rendering of the decade or so since 2000. At the same time the mascot has been brought together with the company’s name once again.
Maxxis, has announced the appointment of experience tyre industry marketeer, Nikki McCluney. As a HiQ Goodyear Dunlop alumni – and with over twenty years’ senior level marketing experience spanning retail, fast fit, fuel and light commercial vehicle, McCluney is tasked with raising awareness of the quality, performance and value offering of Maxxis products across passenger car, bicycle, motorcycle and specialist tyre markets. McCluney is also tasked with cultivating the existing UK dealer network and promoting the impressive profit margin opportunities available, and lifetime warranty offered on a majority of car tyres. Developing relations with existing and prospective overseas distribution partners in order to grow market share across Europe is also on the agenda.
Chelsea could wrap up the Premier League title this evening with a win at West Bromwich Albion, and the club’s excellent season has helped boost shirt sponsor Yokohama’s global brand recognition. The tyre manufacturer states that it is benefitting from record levels of brand exposure thanks to the concentrated attention on the club. Chelsea has also reached the FA Cup final, taking place on Saturday 27 May at Wembley Stadium, giving Antonio Conte’s team even more live television coverage in the UK and around the world.
In the last few weeks, Apollo has initiated production at its new Hungary tyre factory and launched a brand new European truck tyre range (see Company News section pages 32 – 24); Doublestar has confirmed that it is the only remaining bidder in the race for 42 per cent of Kumho Tire (see pages 36 – 37); and as we went to press, Finnish tyre maker Nokian announced that it will build its third production plant, this time in the USA. All this points to what we might call a re-globalisation trend. Rather than businesses from the large so-called developed nations expanding around the globe, this second wave of international expansion sees the roles reversing to some extent. While before the Western nations were looking to invest in fast-growing “emerging” economies, now the proverbial shoe is on the other foot and large companies in what used to be called the BRIC nations are investing in more developed tyre markets.
Bridgestone has launched its extended worldwide Olympic Partnership in the UK with a national campaign focused on “putting some emotion” into its brand marketing, according to the manufacturer’s representatives. In order to achieve this, the world’s largest tyre maker has adopted the campaign slogan “Chase Your Dream, No Matter What”, with three British Olympians who have overcome different kinds of adversity representing this ethos.
Liqui Moly is back in handball. The German oil and additive specialist is lending its name to the final tournament of the EHF Cup. On May 20 and 21, the four best club teams of the Europe-wide competition will face one another. “As an international tournament, it fits in very well with our strategy of making the Liqui Moly brand even better known outside of Germany,” says Peter Baumann, marketing manager at Liqui Moly.
Manchester photographer Greg Harding has received a national award recognising outstanding professional images in the car and truck industry. The prestigious British Institute of Professional Photographers (BIPP) judged that Harding’s photographs capture the drama and detail of high performance tyres for manufacturer Giti Tire, presenting him with the Qualification Award for his portfolio of work.
John Powath, CEO of Asian Business Media (ABM), which published titles including Rubber Asia, passed away at night on 28 March 2017, in Kochi, India.
A well-known personality in the rubber industry, John Powath had a wide circle of friends in the industry. He was associated with All India Rubber Industries Association (AIRIA) for decades and played a crucial role in the growth of the association and its flagship event, India Rubber Expo (IRE).
Continental Tyres has been awarded Consumer Superbrands status for 2017. This follows the release of the latest results of the long-running annual survey, which has been identifying the UK’s leading brands since 1995. The process, managed by The Centre for Brand Analysis (TCBA), questioned 2,500 British adults who assessed just over 1,500 brands. Consumers judged the brands on three key criteria: quality, reliability and distinction.
Jared Nelson has recently joined Maxxis, taking on the role of digital marketing executive. Within this role, 27-year-old Nelson will handle the company’s digital platforms; focussing on strategy creation, communications development, social media, SEO and more.
A restructuring of the marketing team for Bridgestone Europe’s Central Region was implemented at the start of this year, and this has been accompanied by three new appointments. Julia Krönlein is now head of marketing for the region and takes on responsibility for all marketing activities and product management for the consumer business in the German, Austrian and Swiss markets. Long-time Bridgestone employee Stefan Lamp has been appointed product marketing manager for the consumer business, while Christian Blazekovic has been named head of brand and communication for the consumer and commercial business.
WAI has appointed Christine Smith to the role of marketing and communications manager. Based in Florida, as part of WAI’s US division, Smith joins from a sales and technology background, having worked previously in marketing, operations & management roles with API, Gatekeeper Business Solutions, Universal Health Services (UHS), Fine Lions, & Direct Office Interiors.
Heuver states that it is “ready for maximum attack” following a shift in marketing focus and increase in size to support the company’s ambitious sales plans. The company said it has witnessed an increase in search and ordering activities in its web-shop, leading to a renewed focus on this business area.
Prinx Chengshan Europe appointed Marina Mamojka, who comes from outside the tyre industry, as its marketing director in November.
Prior to joining Prinx Chengshan, Mamojka spent more than a decade in a media environment. During this time she was responsible for marketing and sales in the major Slovakian TV, radio and printing media houses.
Accella Tire Fill Systems has announced that its TyrFil brand of polyurethane tyre fill products will transition to a new naming approach. By 1 January 2017, the new TyrFil product family names will be as follows:
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