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    Goodyear Aquatred

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    Saloni
    Goodyear holds the largest market share in the replacement tire market but is third in new tire sales behind Michelin and Bridgestone. The tire market can be segmented based on whether tires are sold to replacement buyers or original equipment manufacturers. Replacement buyers are further segmented based on their loyalty to brands or outlets and priorities around price, quality, or recommendations. Goodyear distributes tires through independent dealers, manufacturer-owned outlets, and franchised dealers. While broadening distribution is recommended, the document suggests promoting Goodyear's new Aquatred tire through existing independent and franchise channels rather than mass merchandisers since it appeals to value and quality buyers and requires education at point of sale.

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    Goodyear Aquatred

    Uploaded by

    Saloni
    379 views2 pages
    Goodyear holds the largest market share in the replacement tire market but is third in new tire sales behind Michelin and Bridgestone. The tire market can be segmented based on whether tires are sold to replacement buyers or original equipment manufacturers. Replacement buyers are further segmented based on their loyalty to brands or outlets and priorities around price, quality, or recommendations. Goodyear distributes tires through independent dealers, manufacturer-owned outlets, and franchised dealers. While broadening distribution is recommended, the document suggests promoting Goodyear's new Aquatred tire through existing independent and franchise channels rather than mass merchandisers since it appeals to value and quality buyers and requires education at point of sale.

    Original Description:

    Marketing case study analysis

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    Goodyear holds the largest market share in the replacement tire market but is third in new tire sales behind Michelin and Bridgestone. The tire market can be segmented based on whether tires are sold to replacement buyers or original equipment manufacturers. Replacement buyers are further segmented based on their loyalty to brands or outlets and priorities around price, quality, or recommendations. Goodyear distributes tires through independent dealers, manufacturer-owned outlets, and franchised dealers. While broadening distribution is recommended, the document suggests promoting Goodyear's new Aquatred tire through existing independent and franchise channels rather than mass merchandisers since it appeals to value and quality buyers and requires education at point of sale.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    379 views2 pages

    Goodyear Aquatred

    Uploaded by

    Saloni
    Goodyear holds the largest market share in the replacement tire market but is third in new tire sales behind Michelin and Bridgestone. The tire market can be segmented based on whether tires are sold to replacement buyers or original equipment manufacturers. Replacement buyers are further segmented based on their loyalty to brands or outlets and priorities around price, quality, or recommendations. Goodyear distributes tires through independent dealers, manufacturer-owned outlets, and franchised dealers. While broadening distribution is recommended, the document suggests promoting Goodyear's new Aquatred tire through existing independent and franchise channels rather than mass merchandisers since it appeals to value and quality buyers and requires education at point of sale.

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    Goodyear: The Aquatred Launch

    By Saloni Kapil (PGP 15300)


    Presently, Goodyear holds the largest market share in both the replacement market (15%
    share) and OEM market (38% share). In New Tire sales, however, it is in the 3 rd position with
    $8.5 billion total sales and is preceded by Michelin and Bridgestone at $10.4 and $9.8
    billion sales.
    Market and Replacement Tire Consumer Segmentation:
    Segment
    ation
    Basis
    Sold to
    which
    customer

    Tire
    Features

    Performa
    nce

    Replace
    ment
    (78%)

    Broadline

    OEM
    (22%)

    Brand
    Classficat
    ion

    Major
    (36%)

    Minor
    (24%)

    Private
    label
    (40%)

    Type of Buyers Loyalty to Outlet


    Loyalty to Brand
    Shop around?
    Other Remarks
    Price constrained
    Less

    Less

    More

    Best within budget

    Value oriented Less

    Major brand

    Extensively Preferred brand at best


    price

    Quality Prestige
    More

    More

    Less

    Own the best tires

    Quality CC

    More

    Less

    Less

    Outlets
    recommendation

    Commodity
    BH

    Less

    Less

    Extensively Young, price conscious

    Commodity
    TP

    More

    Less

    Less

    Low price

    Distribution Scenario:
    Distribution Channel
    Number
    Independent Dealers
    4400
    Manufacturer Owned Outlets1047
    Franchised Dealers
    600
    Government Agencies
    NA

    Percentage Share
    50
    27
    8
    15

    Goodyear shifted to an increasing emphasis on franchise and independent dealerships.


    Goodyear has also been trying to experiment with Just Tires like retail format. Its
    subsidiary, Kelly-Springfield, however, has no company-owned outlets and primarily sells
    through mass merchandisers, independent tire dealers and gas/service stations.
    Recommendation:
    Goodyear needs to broaden its distribution to mass merchandisers. With decreasing
    brand loyalty amongst independent dealers, and among end consumers, it is necessary
    to better penetrate the market for greater visibility and sales.
    Aquatred, being a new, and quality product, requires extensive detailing to the consumer
    to enable purchase behavior, as evident through the test-marketing results. The
    Aquatred offering appeals to the value-oriented and quality buyers. Hence, I believe that
    Aquatred should not be mixed in the clutter of mass merchandisers, but should employ

    existing independent and franchise channels. We should incentivize dealers and provide
    them with appropriate training to deliver concurrent messages at the point of sale.

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