WILLIAMSBURG, Va.-The Private Brand Tire Group is taking a proactive approach to emphasizing the value of private brand tires to independent tire dealers. The group voted, at its annual spring meeting in Williamsburg, April 24-26, to publish a brochure and produce a video promoting private brand tires.
The two projects are designed to serve as tools for independent tire dealers-the primary retailers of private brand tires, according to Skip Viola, eastern sales manager for El Dorado Tire Co. and president of the private brand group.
The projects are the result of a new focus for the group, which last year rewrote its mission statement and broke away from the National Tire Dealers & Retreaders Association to become an independent organization.
``Though each brand has its own marketing function, the group felt it would be a benefit to promote private brands as an entity as opposed to each individual brand,'' Mr. Viola said.
Both the brochure and video will cover the positive aspects of selling private brand tires, and emphasize their value to dealers in terms of exclusivity and quality.
The brochure will be made available in quantities to all PBTG members for use in their own marketing programs and as training tools for dealers. Target date for availability is early July.
Like the brochure, the 12-minute video will emphasize the value of private brand tires to the independent dealer, Mr. Viola said.
It will discuss, among other things, ``why he should sell private brand tires, as opposed to other tires he may carry.*.*.*,'' Mr. Viola said, and will emphasize the quality and value of these products to the consumer.
Some dealers likely will use the video with their counter people as a guideline in selling private brand tires, he added. The video should be completed in September.
Both projects together will cost in excess of $10,000 and be funded by group members.
The group also decided to hold its fall meeting in conjunction with the NTDRA convention, Sept. 5-7 in Atlanta. This reflects the group's desire to work with the NTDRA, Mr. Viola said.
The PBTG consists of 23 mem-ber companies that account for an estimated 28 percent of the replacement tire market.
In addition to Mr. Viola, PBTG officers include Thomas Brawley of Universal Cooperative Inc., vice president; Bill Hirst of Laramie Tire Distributors Inc., treasurer; and Ray Evans of Galaxy Tire Co., secretary.
Membership in the group is open to independent private brand tire companies which market, distribute or sell motor vehicle tires under their own brand name. The tires are produced to the marketer's specifications by tire manufacturers who have no financial involvement in the marketing group. All members must be approved by a majority of the PBTG's board of directors.