GOODYEAR AQUATRED LAUNCH CASE STUDY

It will boost both the sales of Private Labels and Goodyear simultaneously. We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. They needed a lot of help in promotion, pricing and management oversight. Visibility Others can see my Clipboard. Performance tests showed that in wet conditions, cars equipped with Aquatreds travelling at 55 miles per hour stopped in as much as two- carlengths-less distance than similar cars equipped with conventional all-season radials. Habitual buyers rely on the same brand and channel of purchasing; while dissonance seeking consumers explore product variety in terms of performance, resilience and durability and make a purchase in their favorite distribution channel. Full Name Comment goes here.

This is a true distribution business where margins are accepted at a lower base point, if volume is high. Both Bridgestone and Michelin were planning to introduce new tires with 80,mile warranties, while Uniroyal was introducing a new tire for light trucks. Goodyear regularly surveyed car owners, asking about performance attributes considered when purchasing tires. This is a high maintenance category as evident by the Bill of Rights asking to be treated better by manufacturers. These reliability connected to a experience and broad selection consumers are looking at psychological safety factor. Simplification of the message to consumers. How well the Goodyear addressed these changes.

The company has fulfilled the demands of its customers very efficiently throughout its time. To design the channel network, Goodyear should understand what the need of the Quality Conscious consumer segment goodyear aquatred launch case study and where they purchase their tires. Goodyear needs to review their other investments and select its core focus as a company. These tires gave more mileage then the bias tires and bias-belted tires, and were cheap in cost.

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Competitors are already selling at this channel without scarifying its image. However, the tire industry has matured and evolved, raising questions about the ability of Aquatred to enlist the support of independent dealers Goodyear tires. This was not a core business, but was important from the awareness standpoint. These reliability connected to a experience and broad selection consumers are looking at psychological safety factor.

Price conscious reliability – groves, tread and benefits are important in consumers are drawn to the superior high touch service at terms of lifetime for tire and low cost, one stop shopping the point of sale. The attractive and economic properties of Aquatred is bound to bring good sales. The high price will communicate the image of a superior product to the market. Goodyear had protected its dealers by not selling Goodyear-branded tires in other outlets Goodyear dealers did not carry other brands.

See our User Agreement and Privacy Policy. Pricing strategy starts from setting a pricing objective based on integrated analysis of goodyear aquatred launch case study goals, fixed and variable costs, customer buying behavior, competitive differentiation and product value context. See our Privacy Policy and User Agreement for goodyear aquatred launch case study.

Performance Tire have high demands. This is just a sample partial case solution.

This is just a sample partial case solution. One tire for half price with the purchase of another tire at full price.

Car makers used volume purchases to negotiate substantial discounts on tires. All American Goodyear is planning Goodyear to discontinue Concorde Goodyear is planning Goodyear to discontinue Small and Large Manufacturers with excess capacity Overall, the Goodyear needed Aquatred to improve its financial position and build up brand equity and establish itself as an innovation leader along competitors with a premium product lines in a stagnant tire replacement market.

Unique value proposition is to provide goodyear aquatred launch case study traction in snow, ice, dry and wet weather for improved safety. It started to open outlets on anaverage of per year. Search Case Solutions Search for: SlideShare Explore Search You. As defined above, the market is divided among Quality, Value and Price conscious consumers. Inthe company was already operating more than outlets. Embeds 0 No embeds.

Goodyear Aquatred Case Study – Marketing 1. While we can assume that the price range should be within the perceived value category, it is goodyear aquatred launch case study to run more studies using models of Van Westendorp and Conjoint analysis to measure distribution of perceptions about the acceptable price of the product.

Participate in car magazines reviews, industry specific events. The industry at this time was not looking for a high performance tire so much, but rather goodyear aquatred launch case study with a guarantee and that would last them a really long time.

Goodyear Aquatred Case Study – Marketing

Before launching of The Aquatred, Goodyear need to look into an important matter. Evaluate the goodyear aquatred launch case study of Goodyear distribution channels and discuss the management challenges these changes have brought?

Price for Consumers The goal of large warehouse and chains was to push the largest volume of product at smaller margins. Its competitors are planning to launch a wide campaign.

Goodyear: The Aquatred Launch | Case Study Solution | Case Study Analysis

They were at a crossroads in deciding which direction the company would take. Manufactured owned outlets personnel were more educated to address consumer concerns with a Goodyear product line. Consumers viewed tires as an expensive necessity. Aquatred commission accelerator should be placed for internal sales.

Some consumer purchase tires only when there is a need to replace existingones. Channels should contribute to the value chain of the product through the following characteristics: By defocusing on innovations in tire markets, they are facing an price wars as their differentiators from private label and other competitor are very small, as perceived by the consumer. He tried restructuring the company and sold-off some assets and prioritized goodyear aquatred launch case study product development.

Outlets goodyear aquatred launch case study the quality and value standard for performance seeking consumer as they have better training and educated personnel to evaluate the problem and provide solution.