After many years of R&D, Goodyear has developed the Aquatred, an innovative new tire. However, the tire industry has matured and evolved, raising questions. Goodyear Aquarted tyre launch case anaalysis by rishi Contemplating the launch for the Aquatred, an innovative tire providing improved driving traction under wet driving conditions, Goodyear needs.

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Because the target market consists of Quality-Conscious buyers who care more about the particular characteristics of the tire safety, performance, handling, wet traction, etc. Actionable Marketing Plan for Aquatred Price: Of the potential caee, the target market analysis in Exhibit 2 clearly illustrates the size of the market and why the Quality-Conscious Buyers would be the most profitable segment to target. Technology and Operations Management.

Even though Warehouse Clubs are a relatively new retail format, they are quickly growing thanks to their variety of product offerings and their low prices. This will help associate the tires image as a superior product on the market offering unmatchable quality characteristics.

Even though Aquatred would not directly fit into this cade channel structure, Goodyear should design a low cost tire to appeal specifically to this channel.

CFI-M could expand aggressively by mass marketing to the general population. The Journal of Business Forecasting Cas and. In a time when tire purchases are becoming more price sensitive and moving towards a market demanding low cost private labels, Goodyear needs to determine an efficient strategy that markets a premium priced tire to this price dependent consumer base.


The price of Aquatred should be based less on cost-plus or margin techniques and should instead be calculated from a Perceived-Value Pricing strategy. Additional promotional activities are illustrated in Exhibit 8.

Students should find the product and distribution easy to understand, but the international market context provides a goodyeag opportunity to apply core marketing principles.

Goodyear: The Aquatred Launch

Below is a summary of the proposed marketing plan: Quelch and Katherine B. The research findings facilitate Goodyear in the decision making process. Based on current market trends, the only growing channel that Goodyear has yet to utilize would be that of Warehouse Clubs.

Aquatred tire was innovated in late and was result of a long, cautious, fase research. The decision should be aquatrex on market size, market trends, and also the channels compatibility with the Goodyear company and its associated products. The Goodyear tire and rubber company-history-overview. Cite View Details Purchase Related. Aquatred family tire is best known for: The purpose of the third research was to identify: In order to lower advertising costs, voodyear will be targeted toward promotional hot spots as shown in Exhibit 7.

Year 1 Expected Sales: Goodyear needs to analyze how the market is evolving and determine which channels they need to qquatred in now, in order to provide them with the best possible position to establish market share in the future.

In order to appeal to the Quality-Conscious buyers, promotions and advertising need to illustrate and inform the consumer about the strong gooodyear attributes that the Aquatred tire possesses. The commonality between these two segments is their emphasis on tire quality, performance, and overall value.


Business and Environment Business History Entrepreneurship. With the indentation to assist ease this condition, Goodyear’s family of Aquatred-branded tires features deep, wide grooves and aggressive tread patterns designed to keep the tires in contact with the aquagred even in deep water at high speeds, promising increased safety on wet roads.

In regard to Aquatreds innovative technology, Goodyear has a great deal of time and money riding on the implementation of its strategy. How about receiving a customized one? Cite View Details Purchase.

Goodyear: The Aquatred Launch by Dipendu Chanda on Prezi

aquatree It is well known that wet road conditions contribute to more than 1 million automobile accidents each year. Contingency Plan The contingency plan can be found under Exhibit 9.

The case can be used to discuss strategy, positioning, and marketing aqyatred, which are relevant to considering alternative strategies for growth. A more conservative approach would use targeted communications and promotions. The overall advertising message will illustrate that the Aquatred is more than just premium tire, but can save lives too.

Finance General Management Marketing.