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UNIVERSITY DEGREE MARKETING
Marketing Management
Course MGMT : 5250
Case Study
Goodyear Aquatred launch
Strategic Recommendations
By Kirrily Van Riel
INTER OFFICE MEMO
To: Mr Barry Robbins
From: Kirrily Van Riel
Re: Aquatred Launch
Please find attached a summary of recommendations relating to the pending Aquatred launch as discussed at our meeting earlier this week.
If you have any further queries, please do not hesitate to contact me at the office as soon as required.
Yours sincerely,
Kirrily Van Riel
Summary of Recommendations:
The timing, targeted segments and distribution channels are critical to the successful launch of the Aquatred tire and to the reposition of Goodyear as No 1 in all its segments consideration sets. Thus;
* The Aquatred should be launched during the Olympics and be positioned as a top of the line, broad-line, major brand replacement tire.
* The Aquatred can and should be priced at $90.
* Distribution of the Aquatred should be restricted to existing channels (Independent Dealers).
* Immediate attention should be placed on overcoming issues associated with availability of stock and import moulds for the Aquatred.
* Goodyear should view the Mass Merchandiser and Discount Club channels as an area for extensive future growth. Immediate expansion into this channel is recommended for low to medium price/product segments.
Notations relating to the Aquatred launch:
* Aquatreds differentiating characteristics of superior performance, wear and consequently higher price will most likely hold highest appeal in the upper tiers of the Broadline segments of 'Quality' and 'Commodity' type tire consumers. This segment has a propensity to buy tires bearing superior attributes across each category (Appendix III)and is less likely to make trade offs of one attribute over another. These consumers also demonstrate a relatively low price sensitivity( Appendix V) making the
UNIVERSITY DEGREE MARKETING
Marketing Management
Course MGMT : 5250
Case Study
Goodyear Aquatred launch
Strategic Recommendations
By Kirrily Van Riel
INTER OFFICE MEMO
To: Mr Barry Robbins
From: Kirrily Van Riel
Re: Aquatred Launch
Please find attached a summary of recommendations relating to the pending Aquatred launch as discussed at our meeting earlier this week.
If you have any further queries, please do not hesitate to contact me at the office as soon as required.
Yours sincerely,
Kirrily Van Riel
Summary of Recommendations:
The timing, targeted segments and distribution channels are critical to the successful launch of the Aquatred tire and to the reposition of Goodyear as No 1 in all its segments consideration sets. Thus;
* The Aquatred should be launched during the Olympics and be positioned as a top of the line, broad-line, major brand replacement tire.
* The Aquatred can and should be priced at $90.
* Distribution of the Aquatred should be restricted to existing channels (Independent Dealers).
* Immediate attention should be placed on overcoming issues associated with availability of stock and import moulds for the Aquatred.
* Goodyear should view the Mass Merchandiser and Discount Club channels as an area for extensive future growth. Immediate expansion into this channel is recommended for low to medium price/product segments.
Notations relating to the Aquatred launch:
* Aquatreds differentiating characteristics of superior performance, wear and consequently higher price will most likely hold highest appeal in the upper tiers of the Broadline segments of 'Quality' and 'Commodity' type tire consumers. This segment has a propensity to buy tires bearing superior attributes across each category (Appendix III)and is less likely to make trade offs of one attribute over another. These consumers also demonstrate a relatively low price sensitivity( Appendix V) making the