Skip to main content
EVENT TRACKER
Keep track of rescheduled, canceled industry events with our COVID-affected event tracker - Powered by Snap Finance
Close
Sister Publication Links
  • Rubber & Plastics News
  • European Rubber Journal
tb-logo
Subscribe
  • Login
  • Register
  • Subscribe
  • News
    • OPINION
    • CORONAVIRUS
    • AUTO INDUSTRY
    • BUSINESS/FINANCIAL
    • COMMERCIAL TIRE
    • FACTORY FIXES
    • GOVERNMENT & LAW
    • INTERNATIONAL
    • MOTOR SPORTS
    • NEW PRODUCTS
    • RETAIL TIRES
    • SERVICE ZONE
    • SEMA/AAPEX
    • SMALL BUSINESS
    • TIRE MAKERS
    • SPONSORED CONTENT
    • Tire Cologne canceled; rescheduled until 2022
      New round of Paycheck Protection Program funding opens
      Vaccine may usher sense of normalcy
      Cover-up: More retailers requiring face masks to curb COVID
    • Icahn Auto trims fiscal 2020 operating loss despite 14% lower sales
      Oshkosh unit gets contract for new USPS local delivery vehicle
      Sumitomo adds treadwear-detection to 'Sensor Core' toolkit
      New Porsche 911 GT3 to feature Michelin fitment
    • Michelin, BFG, Uniroyal car/LT tire prices going up 8% on April 1
      Rebound in car tire demand drives USTMA market forecast for 2021
      Bridgestone celebrating 90 years as a business in 2021
      Icahn Auto trims fiscal 2020 operating loss despite 14% lower sales
    • TravelCenters plans 6 TA Express sites in California in 2021
      Carlisle TyrFil broadens recycling technology options
      U.K. retreader Vaculug to promote tread rubber supplier Vipal
      TMC moves spring conference online, sets trade show for September
    • USTMA joins coalition supporting passage of Equality Act
      McMahon's Best-One increases its minimum wage to $15
      Oshkosh unit gets contract for new USPS local delivery vehicle
      Conti recalling 94,000 Conti-, General-, Barum-brand LT/SUV tires
    • Rebound in car tire demand drives USTMA market forecast for 2021
      Michelin driving for '100% sustainable' tires by 2050
      Bridgestone celebrating 90 years as a business in 2021
      Yokohama sets ambitious goals through 2023
    • Bridgestone World Solar Challenge canceled due to pandemic restrictions
      Pirelli, Goodyear ink sedan racing series contracts in Canada, Europe
      Goodyear extends partnership with Nürburgring race circuit
      BFG to support ATV/UTV racers in WORCS series
    • Michelin launching ‘eco-responsible' performance tire for sporty EVs
      Martins Industries launches products in 3 categories
      Carlisle TyrFil broadens recycling technology options
      New McLaren supercar incorporates Pirelli's Cyber Tyre system
    • Our View: Goodyear, Cooper deal historic moment in tire history
      McMahon's Best-One increases its minimum wage to $15
      Tire Kingdom treats front-line workers at Palm Beach Gardens hospitals
      Icahn Auto trims fiscal 2020 operating loss despite 14% lower sales
    • Washington dealership uses new-school solution for recruiting auto techs
      Marinucci: Customers may ignore dangerous conditions
      Automotive Lift Institute introduces Check360 inspection, label
      Martins Industries launches products in 3 categories
    • SEMA scholarships and loan forgiveness now available
      WTC hosting webinar Jan. 20 on load-capacity standards
      Denver's Brian Sump named AAPEX Shop Owner of the Year
      DUB, TIS Wheels founder Myles Kovacs is SEMA Person of the Year
    • Trade groups oppose minimum wage increase proposal
      New stimulus package fixes PPP loan confusion
      Vaccine may usher sense of normalcy
      2020 Review: PPP loans give boost to small businesses
    • Rebound in car tire demand drives USTMA market forecast for 2021
      Michelin launching ‘eco-responsible' performance tire for sporty EVs
      Goodyear, Cooper deal creates tire production synergies
      Goodyear promotes Helsel to senior VP, global operations role
    • Sponsored By Yokohama Tire Company
      7 questions to ask consumers when they need tires for a crossover SUV
      Sponsored By Yokohama Tire Company
      Stocking Tires for Crossover SUVs
      Sponsored By AppointmentPlus
      Three Important Lessons Learned for the Tire Business During a Pandemic
      Sponsored By Yokohama Tire Company
      7 questions to ask consumers when they need tires for a crossover SUV
  • SHOP FLOOR
    • BALANCING
    • DEMOUNTING
    • SAFETY
    • TIRE REPAIR
    • TPMS
    • TRAINING
    • VEHICLE LIFTING
    • WHEEL TORQUE
    • Video: Balancing Tire
      An introduction to wheel balancing
      Wheel weights: Balancing form with function
      Choosing the right balancing equipment
    • Video: Demounting
      An introduction to demounting, mounting and inflation
      Staying safe when demounting and mounting tires
      Demounting Equipment
    • Video: Safety
      Introduction: Creating a culture of safety
      Protecting your people with proper hygiene
      Making friends with OSHA
    • Video: Tire Repair
      An introduction to tire repair
      How to properly patch a puncture
      Tire repair: Shining a light on visual inspections
    • Video: TMPS Service
      An introduction to TPMS service
      The importance of proper relearn procedures
      Decoding sensor data for TPMS diagnosis
    • Video: Training
      Intro: Finding and training technicians
      Shop Floor: Scholarships
      Advantages of apprentice program partnerships
    • Video:Vehicle Lifting
      An introduction to lifts and lift safety
      Recommendations for using a jack
      Jack stands for commercial tire service
    • Video: Wheel Torque
      Introduction to proper wheel installation
      Torque check and recheck recommendations
      Using torque sticks to speed service times
  • Multimedia
    • VIDEOS
    • PHOTOS
    • PODCASTS
  • Events
    • ASK THE EXPERT
    • LIVESTREAMS
    • WEBINARS
    • SEMA LIVESTREAMS
  • Data
    • DATA STORE
  • Resources
    • DIRECTORY
    • CLASSIFIEDS
  • ADVERTISE
  • DIGITAL EDITION
  • Awards
    • Tire Dealer Humanitarian Award
MENU
Breadcrumb
  1. Home
May 24, 2004 02:00 AM

Brand positioning (part 1 of 2)

Miles Moore
  • Tweet
  • Share
  • Share
  • Email
  • More
    Print

    You've got this super product you believe is nothing short of a technological marvel. Problem is, it just so happens to be a tire.

    So how do you differentiate your pride and joy from the millions of other round, black ones on the market? Can it be done? The short answer: Yes, but.... Yes, but it's a lot different than, say, hawking a shiny new car or a refrigerator.

    In the first part of this article, a brand management consulting firm outlined the four consumer dimensions that make a brand stand out from the crowd. They are differentiation-the perceived distinctiveness of the brand; relevance-the perceived usefulness of the brand to consumers and its ability to meet consumers' needs; esteem-the respect a brand has among consumers; and knowledge-the depth of consumer understanding about the brand.

    This installment will consider the factors that go into positioning a tire brand in the marketplace, the tie-in between tires and motorsports and how some tire dealerships position the brands they sell to get a bigger bang for their buck.

    Putting tires in their proper place

    There are any number of factors that go into positioning a tire brand in the market, according to the marketing executives of various tire companies.

    ``From a product perspective, we consider the various segments we'll participate in,'' said Phil Caris, vice president, sales and marketing for Cooper Tire & Rubber Co. ``Our positioning strategies range all the way from entry level to ultra-high performance and luxury tires.''

    Part of Cooper's positioning strategy is the company's decision ``to lead the market in certain segments and become known as an innovator in the market,'' said Pat Brown, Cooper vice president, global branding and communications. Cooper's Zeon family of tires, she said, is a perfect example: ``We had a lot of ground to make up when we entered the ultra-high performance market, but in sports truck sizes we will be first or second in the market with the Zeon family.''

    In an earlier Tire Business article, Ms. Brown discussed the advertising campaign Cooper began in April to raise the Cooper brand's profile among consumers.

    ``We're going to treat that brand like a precious jewel,'' she said. ``We're going to be religious about where we allow it to be used, how it's going to be used (and) what it's going to be used in affiliation with. We are going to make this a premium brand that it truly is today.''

    In the typical ``good-better-best'' marketing strategy, most tire makers push for their various lines. At Bridgestone/Firestone, Bridgestone is the ``premium'' brand, Firestone the ``better'' brand and associate brands such as Dayton the ``good'' brands, according to Michael Fluck, BFS advertising and Internet manager.

    ``In brand positioning, we consider the competitive environment-what other products are out there,'' Mr. Fluck said. ``We ask, `What's the need?' and, `What can be positioned to fill that demand?' We also ask whether we need a `best' tire positioned in that market.''

    Vehicle fitment, demographics, market research, consumer demand, mileage warranties and Uniform Tire Quality Grading (UTQG) ratings are only some of the factors that go into making those determinations, he said.

    ``We're very happy with the segmentation we've achieved,'' added Phil Pacsi, BFS executive director-North American consumer tire brand marketing. He and Mr. Fluck identified the segmentation for the Bridgestone Potenza and Firestone Firehawk lines, as well as the Bridgestone Dueler and Firestone Destination lines in the light truck field, as particular successes for the company. The original equipment fitment of the Bridgestone Potenza RE050 on the new Ferrari was a major coup, they said.

    To reach the youth market, BFS made the decision last year to launch an entirely new brand, Fuzion, and introduced it with a flourish at last fall's Specialty Equipment Market Association/International Tire Expo in Las Vegas. ``We're the first company to do an entirely new brand,'' Mr. Fluck said.

    At Michelin Americas Small Tires (MAST), according to Sheryl Henderson, director, Michelin brand, ``The Four P's'' are paramount in brand positioning: product, price, placement (or distribution) and promotion.

    ``We consider what the consumer profile looks like,'' she said. ``We do segmentation on a multi-brand basis, so we figure out how consumers align with different brands. That sets the framework.''

    MAST positions the Michelin brand as its premium brand, she noted. ``Michelin is a value-based product, based on the notion that you get what you pay for. If you're price-sensitive, we're probably not the brand for you. But our Uniroyal brand-also a very good tire-would fit right in with the brands price-conscious folks might consider.''

    Letter
    to the
    Editor

    Do you have an opinion about this story? Do you have some thoughts you'd like to share with our readers? Tire Business would love to hear from you. Email your letter to Editor Don Detore at [email protected].

    SIGN UP FOR NEWSLETTERS
    EMAIL ADDRESS

    Please enter a valid email address.

    Please enter your email address.

    Please verify captcha.

    Please select at least one newsletter to subscribe.

    Newsletter Center

    Staying current is easy with Tire Business delivered straight to your inbox.

    SUBSCRIBE TODAY

    Subscribe to Tire Business

    SUBSCRIBE
    Connect with Us
    • Facebook
    • LinkedIn
    • Twitter
    • RSS

    Our Mission

    Tire Business is an award-winning publication dedicated to providing the latest news, data and insights into the tire and automotive service industries.

    tb-logo
    Reader Services
    • Contact Us
    • About Us
    • Site Map
    • Industry Sites
    • Order Reprints
    • Customer Service: 877-320-1716
    Partner Sites
    • Rubber & Plastics News
    • European Rubber Journal
    • Automotive News
    • Plastics News
    • Plastics News China
    • Urethanes Technology
    RESOURCES
    • Advertise
    • Privacy Policy
    • Privacy Request
    • Terms of Service
    • Media Guide
    • Editorial Calendar
    • Classified Rates
    • Digital Edition
    • Careers
    • Ad Choices Ad Choices
    Copyright © 1996-2021. Crain Communications, Inc. All Rights Reserved.
    • News
      • OPINION
      • CORONAVIRUS
      • AUTO INDUSTRY
      • BUSINESS/FINANCIAL
      • COMMERCIAL TIRE
      • FACTORY FIXES
      • GOVERNMENT & LAW
      • INTERNATIONAL
      • MOTOR SPORTS
      • NEW PRODUCTS
      • RETAIL TIRES
      • SERVICE ZONE
      • SEMA/AAPEX
      • SMALL BUSINESS
      • TIRE MAKERS
      • SPONSORED CONTENT
    • SHOP FLOOR
      • BALANCING
      • DEMOUNTING
      • SAFETY
      • TIRE REPAIR
      • TPMS
      • TRAINING
      • VEHICLE LIFTING
      • WHEEL TORQUE
    • Multimedia
      • VIDEOS
      • PHOTOS
      • PODCASTS
    • Events
      • ASK THE EXPERT
      • LIVESTREAMS
      • WEBINARS
      • SEMA LIVESTREAMS
    • Data
      • DATA STORE
    • Resources
      • DIRECTORY
      • CLASSIFIEDS
    • ADVERTISE
    • DIGITAL EDITION
    • Awards
      • Tire Dealer Humanitarian Award