marketing Archives - Page 213 of 216 - Tyrepress

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.

Tag Archive for: marketing

Round Two: Evans Versus Gibara

Some weeks ago, Akron Beacon Journal business columnist Diane Evans stressed the point that Goodyear bonds have become “junk bonds”. Who could ever have imagined that, she asked? In a letter to the editor, Gibara said that Evans seemed to criticise him constantly and, more importantly, not give the readers the full facts, which forced him to answer back in the name of all the good Goodyear associates. The issue rumbles on – the supervisory board has given Gibara a bonus of US$ 1.25 million, which Evans believes is not a good decision. Furthermore, it has become obvious that a power struggle is going on within the group, between the two highest-ranking managers.

15th March 2002/by Tyrepress Editors

Global Marketing Director For Goodyear

Jeanne B. Sherman (44) has been appointed as director, Global Marketing Services for the Goodyear Tire & Rubber Co., reporting to Cathryn M. Fischer, vice president and chief marketing officer. Sherman has 20 years’ experience of marketing with several well-known brands, including Wilson golf balls, Cheetos snacks and Kraft foods.

14th March 2002/by Tyrepress Editors

Name Change To Be The New Marketing Craze?

A bizarre tyre story from Canada: four Canadians have legally changed their names from Dunlop to Dunlop-Tire in order to win a share of a $25,000 prize. The money was offered by Dunlop Tires and more than 100 people applied. Dunlop Tires carried out a survey, in which 42 per cent said that they thought that name-changing to brands will be a new marketing strategy. 37 per cent said they would change their name if paid sufficiently.

14th March 2002/by Tyrepress Editors

Marketing Director For Goodyear Asia

Sanjay Sivanandan (35) has been appointed by Goodyear as marketing director, Asia. He has 12 years’ experience in Europe and Asia and joins the tyre manufacturer from Mars Inc., where he was responsible for business in India. Roger A. Hagstrom becomes Sales Director, Asia Region as part of Goodyear’s global sales and marketing reorganisation.

4th March 2002/by Tyrepress Editors

Net Sales of Federal Corporation Hit Record High in 2001

Federal Corporation, based in Taiwan, reported that, as a result of the success of its innovative quality ultra high performance tyre products coupled with the outstanding sales performance of its worldwide distribution network, the company grossed over $89,373,000 in 2001. This is an annual sales record for the company and a 13.26 percent increase on the year 2000.

8th February 2002/by Tyrepress Editors

Michelin Truck Tires Are “The Best” According to Annual Driver Poll

Michelin truck tires were named “Best Tires” in the sixth annual Readers’ Choice poll conducted by The Trucker, America’s trucking newspaper. “It’s a real honor when U.S. truckers choose Michelin as their favorite,” said Randy Clark, vice president of marketing, Michelin Americas Truck Tires. “Michelin truck tires were rated ‘Best Tire’ in 1998, 1999 and now for the year 2001 in this one-of-a-kind poll.” The Trucker surveys its readers annually to find out their preferences in a wide variety of services and products. The publication is a semi-monthly national newspaper for the truckload freight industry.

5th February 2002/by Tyrepress Editors

New MD For Bridgestone/Firestone

John McNaught, 52, has been appointed managing director of Bridgestone/Firestone UK and will assume his role on Monday 4th February. He has worked in the UK tyre industry since 1976 when he started with Goodyear. He moved to Central Tyres, part of the Pirelli organisation, in 1985, rising to the position of operations director and then switched to National Tyre Service, part of Continental, as a regional director. Mr McNaught became the managing director of National Tyre Service in 1998 and managed the sale of the business in 2001. Since August last year he has worked as director of commercial products for Continental Tyres. Bridgestone’s marketing director, Chikuma Otsuki has been acting managing director since the retiral of Jim Wilson.

23rd January 2002/by Tyrepress Editors

Truck Racing Loses Its Sponsor Continental

Continental wants to guarantee the supply of race tyres for the Truck Racing Championship next season. However, the sponsorship activities will be finished at the end of this season. This cost saving activity is justified with the promise of “other accents on marketing”, by which fleet managers can be targeted more efficiently.

28th December 2001/by Tyrepress Editors

Review Of 2001

This is a business on the move, this business is exciting. Tyres may sometimes be regarded as commodities in the eyes of marketing strategists, tyres seem to be boring, but insiders know that this is not correct. Tyres are high-tech products, the only problem is that most consumers do not realise this. Because of this we are looking for communicators who can whip up enthusiasm. The most important task of the tyre business must be to raise the image of the “round black things”. In reality this industry has for a long time collaborated with companies from the high tech electronics sector and there are many points of contact with the so highly-regarded IT companies. Applications in seemingly remote areas of science are checked for a possible transfer to tyres. In building tyres a revolution has happened, historical inventions since the first pneumatic tyre from John Boyd Dunlop as well as radialisation or the tubeless tyre, silica compounds or lamella technology in respect of materials or tread design, are all in the past and are only little steps in the history of the tyre. The dynamic of the tyre business in terms of technology is fantastic: a “brave new world” of tyres has begun. Unfortunately this feeling of progress and the many technical innovations which have had such an impact on the tyre industry and the tyre trade have not filtered through to everyday business. We – who deal with tyres day in and day out – ought also to be infected by this contagious enthusiasm which is rife in research and development departments, whose technicians are sometimes regarded by outsiders as somewhat staid. Let’s have a review of the year 2001: whoever reads the headlines of this business and comes from a totally different sector will envy us for being in such a dynamic industry.

28th December 2001/by Tyrepress Editors

Tyre Distribution At Car Dealers and Workshops

No doubt about it: distribution of passenger car and truck tyres is undergoing a dramatic change in Germany. With the (re)-organised workshops and fast fitters a lot of new distributors of passenger car tyres have entered the market in recent years, attacking the monopoly of the professional tyre retailers, which had been successfully preserved over the past decades. In addition, the tyre distribution channel of car dealers has grown continuously over the last few years. Approximately every third car tyre is sold through this kind of distributor nowadays. The speed of this process will increase because all leading car manufacturers have developed programmes to accompany the customers with a lifelong full-service, which includes tyres and wheels. How threatening is all this for tyre retailers? It would be possible to have a nice discussion about these trends but we wanted to take a look on the concrete, everyday tyre business situation at car dealers and car repair workshops. For this we visited a total of ten companies in Hamburg. Who is selling tyres? Under which conditions are they sold? What about the competence and motivation of the employees? Do they give advice to customers? If so, how good is this advice? Where are tyres neglected as a product? How professional is the marketing? Which companies could be regarded as serious competitors to tyre retailers? The variation in the results of this report could hardly have been wider! In general the trend is that most of the car dealers and workshop stations are miles away from a professional tyre marketing operation. There is always a big difference between the stated goals and the actual achievement in real life. In the end the conclusion is that, on the one hand the importance of these new distribution channels should not be underestimated, but on the other hand, their professional performance should not be overestimated by tyre retailers.

30th November 2001/by Tyrepress Editors

Loss In Market Share Not Without A Fight

The management of Bridgestone/Firestone USA has made it very clear that it will do everything in its power to revitalise the Firestone brand and losses in market share will not be accepted without a fight. It is expected that the company will embark on one of the biggest advertising and marketing campaigns in the group’s history.

30th November 2001/by Tyrepress Editors

Bears Threaten US Auto Market

Autopolis, the Bear-ish auto industry strategist is likely to downgrade forecasts for the US and North American automotive markets. Despite high sales, production is down by 20% and stocks 40% above normal. This follows an earlier warning of a forecast 11% drop in world-wide (in Western Europe and Asia too) demand, and alerts issued by Autopolis regarding over capacity, and the need to cut costs and improve marketing.

30th November 2001/by Tyrepress Editors

Ringtread Marketing Begins Successfully For Ellerbrock

A short time ago there was just one production facility for Ringtread products in the whole of Europe: at Marangoni in Frosinone (Italy) which is the patent holder for this product that has already been described several times in NEUE REIFENZEITUNG. Marangoni’s German subsidiary Ellerbrock has invested millions of Deutsche Marks in its plant located in the north of Hamburg in order to be able to produce the tread rings for itself. In addition Ellerbrock has assumed the distribution rights from Marangoni for the Ringtread products, covering the German speaking countries and Denmark. By the end of this year Ellerbrock (turnover 2000: > 60 million DM, 125 employees) wants to achieve complete coverage for these products within Germany. Up until now three retreaders have been working with this technology. The company has completed successful negotiations with a couple of other companies, as was underlined by Clemens Zimmermann, Director of Organisation and Systems at Ellerbrock. One of these companies is “Reifen Ihle”; one of the largest retreaders in Germany. There will be no cannibalisation effects on the other product lines. Ringtread will be offered in addition to the conventional product range, consisting of “Kontur” and “PRL” treads. The marketing strategy is a two-dimensional one: on the one hand Ellerbrock goes with the Ringtread retreader to the customer, the end user, in order to convince him of the advantages of this technology. On the other hand Ellerbrock searches for new customer groups which have until now exclusively used new truck tyres and not considered retreads. Zimmermann is convinced that the positioning of the products following the slogan “Next to the New” will be a helpful argument in this context.

30th November 2001/by Tyrepress Editors

A Change For The Better – Cooper-Avon Tyres

In 1997, Avon Tyres, a British-owned rubber goods and tyre manufacturer for over 120 years, was taken over by the American manufacturer Cooper Tire & Rubber Company. The subsequent three years or so have been among the most eventful in Avon’s long history; fears that the British company (annual turnover in excess of 100 million Pounds) would be absorbed by its new parent (annual turnover approaching $4 billion) proved to be groundless. This came as a relief to locals, as Avon was (and still is) the town of Melksham’s largest employer and plays an important part in community life. On the contrary, Cooper has invested heavily in its first manufacturing base outside the USA and Avon has reorganised, rethought its product offering and, in an uncertain economic climate, prospered. Our article examines how the company has changed and examines its prospects for the future. Managing Director Ron Shield and Marketing Director Julian Baldwin outline the events since the takeover and the way that the Cooper-Avon relationship has developed.

30th November 2001/by Tyrepress Editors

UK Retreaders Form Marketing And Communications Group

Members of the Retread Manufacturers Association have formed a group called the Marketing & Communications Committee, intended to promote the environmental benefits of retreading. UK car retread production has fallen from 7.2 million tyres in 1995 to an estimated 1.5 million this year. Truck tyre retreads have remained steady, at around the one million level over this period.

30th November 2001/by Tyrepress Editors