Marketing decisions
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The document discusses marketing decisions for retailers, including switching target markets from inexpensive jewelry to higher margin products which resulted in a retailer like Zales losing its traditional customers without gaining new ones. It also touches on topics like demand forecasting, merchandise selection, inventory management, using RFID systems and advanced analytics for procurement. Additionally, it suggests retailers offer a wide array of quality products at affordable prices, reward loyal customers, run promotional schemes, and invest in technology, as well as focus on services, store atmosphere, and in-store activities and experiences.
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2. What is Aquatred ? It is a new tire providing improved driving traction under wet conditions
3. Major Tire Industries in U.S
4. Three major changes in US Tire Industry
5. Emergence of RADIAL tires to replace older “bias” and “bias-belted” tires. Between 1971-91 radial’s share of unit sales increased from 32% to 95%.
6. Increased in foreign competition
7. Change in nature of demand from consumers and car makers.
8. FOUR major impacts of these changes
9. Demand for the passenger tires grew sluggishly
10. New tires in the U.S market declined
11. Tires producing capacity outstripped demand Tire making capacity rose 12% and capacity utilization fell from 87% to 76%
12. Industry difficult economic conditions, coupled with the tire manufacturer slow response resulted in a number of mergers and acquisitions
13. In, 1991 company operated 41 plants in U.S, 43 plants in other 25 countries and 6 rubber plantations Known as “THE GORILLA” in world tire industry
14. Goodyear ranked third in worldwide sales of new tires
15. In 1977, company introduced the TIEMPO, first all season radial their unit sales grew from 2% to 71%
16. In 1981, company successfully launched the EAGLE
17. Market for Passenger Tires could be segmented in three ways
18. Distinction between Performance and Broad-line tires Performance Tires Broad-line Tires
19. Market can be also segmented on Replacement and OEM tires Replacement tires sold directly to the individual consumers OEM tires were sold to the car manufacturers
20. In 1986, Sir James Goldsmith attempt to takeover Goodyear greatly increased their debt. Their earnings were sluggish despite spending $1 million per day on investments.
21. Third segmentation was along brand classification It includes major brands, minor brands and private labels
22. Most consumers viewed tires as a “grudge purchase” An expensive necessity to keep vehicle in driving condition
23. Five important tire attributes 1)Tread life 2)Wet traction 3)Handling 4)Snow traction 5)Dry traction
24. Criteria for selecting Tire Retailer 1)Price 2)Offers fast service 3)Can trust personnel 4)Store is attractive 5)Offers mileage warranty 6)Brand selection 7)Maintains convenient hours
25. CONSUMER SEGMENTS
26. Price constrained buyer
27. Value oriented buyer
28. Quality buyers
29. Commodity buyers
30. Wholesale distribution channels
31. Retail distribution channels
32. Goodyear Distribution Structure 4,400 independent dealers accounted for 50% of sales revenue, 1,047 manufactured owned outlets generated 27% and the 600 franchised dealers for 8% and remaining 15% were to government agencies
33. Just Tires was a new retail format under test by Goodyear
34. Goodyear supported core events with radio, television and print advertising, announcing special prices on specific tire lines.
35. Independent Dealers
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What are the guidelines for effective brand building eventsSameer Mathur
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The document outlines guidelines for effective brand-building through events and experiences. It discusses using events to become part of meaningful consumer moments, sponsorship enabling brand exposure and influence over attitudes, and objectives like increasing salience, enhancing image, and entertaining clients. Key decisions include choosing events that meet objectives and target the right audience with sufficient awareness and image, designing sponsorship programs that publicize fundraising, and measuring supply-side media coverage or demand-side consumer effects.Marketing decisions
- 1. Marketing Decision for Retailers
- 4. Switch target markets by replacing inexpensive jewellery with high margin product Result - Zales lost it’s traditional customers without gaining any new ones
- 5. CHANNELS
- 7. PROCUREMENT • Demand Forecasting • Merchandise selection • Inventory Management • RFID systems • Advanced Analytics
- 9. • Offers wide array of products • Quality product at affordable price • Reward for loyal customers • Runs regular promotional schemes • Investment in technology
- 11. Other Factors • Services • Store atmosphere • Store activities and experiences
- 13. Created by: Mohd Wasil IIT Delhi During Internship by Sameer Mathur, IIM Lucknow