GOODYEAR

THE AQUATRED
LAUNCH
 FACTS
• They Launch The Aquarted Tyre During the winter Olympics in
1992.
• The Aquarted Was Developed After Comparing Ten Different
Designs On Performance And Consumer Performance.
• Aquarted Tyre Was Expensive Than Invicta GS.
• Also Goodyear Was Selling Large Varity Of Tyres So Dealers
Need Advice About Which Customers Would Be Likely To
Switch To Aquarted.
• Good Year Tyre Was Only Marketed In Metropolitan Area.
GOODYEAR TYRE ATTRIBUTES
1977- INTRODUCED TIEMPO ,The First
All Season Radial Tyre.
1981- LAUNCH EAGLE ,The First Radial
Tyre Offering High Speed Traction For Sports
Cars.
1992-AQUARTED TYRES
•Safety. (Lowest Stopping Distance)
•Durability. (60000 Miles)
•Best Wet Traction. .
•Appearance- New Innovative Design.
 PROBLEMS IN THIS CASE
 To Come With “Radial” Or “Aquarted” Tyre To Replace
The Older “Bias” Tyre.
 Increasing Foreign Competition.(Michelin, Bridgestone)
Import Unit Sales Increase(8%-22%)
 Change In The Nature Of Demand From Customer & Car
Maker.
 Distribution And Channel Management.
 PROMOTION STRATEGY
Goodyear Ads Should Sell Safety & Early Bird Discounts
To Attract Customers.
 One Free Tyre With The Purchase Of Three Tyre.
 One Tyre For Half Price With The Purchase Of Another
Tyre At Full Price.
 25% Off The Price Of Selected Tyres.
 GOODYEAR’S DISRIBUTION
STRUCTURE
Goodyear did not sell tires in garages /services stations,
warehouse instead, the company focus on these types of outlets.
Good year ‘s 4400 independent dealers accounted for 50 %
of sales revenues.
1047 manufacturer-owned outlets generated 27% of sales.
600 franchised dealers accounted for another 8% of sales.
The remaining 15% of sales were primarily to government
agencies.
 SOLUTION
 Salesman should be advised to promote Aquarted, By
mentioning it first & emphasizing on it’s superior wet
traction, safety & quality.
 Promotion through advertising such as television,
newspaper ads, auto racing & winter Olympics.
 Aquarted distribution should be expanded to large
independent dealers. Independent dealers must be given
high importance.
 Goodyear Had A Stronger Image Among Price
Constrained Buyers And Commodity Buyers.