Client Profile: One of India’s leading two and three wheeler tyre manufacturers rolling out over 11 million tyres per annum. They are one of India’s largest OEM manufacturers for tyres for companies like Bajaj, Hero and TVS.
One of India’s Largest Two-Wheeler Tyre Brands
Outsourced Brand management
How we turned our client from a distant second to the industry leader to a definite player in
The business challenge
Although a strong player in the OEM segment due to its association with its sister concern – a top 2-wheeler brand, our client’s brand was completely overshadowed in the aftermarket segment by a far larger competing brand. Associated with the company and all its brand-building exercises since 2003, Vertebrand was faced with the challenge of evaluating and redesigning its marketing mix; creating a brand strategy that would differentiate it from the mother brand; and developing a Marketing & Communication plan to reinforce brand awareness in the aftermarket.
What We Did
Having actively worked with the brand since 2003, Vertebrand already had a wealth of knowledge about the company, consumer and the environment. With a single-minded focus on creating a nationwide marketing plan that would help the client capture a sizeable chunk of the market, Vertebrand began with a market map. We found that the sector’s two biggest players had the same USP of physical strength. So we identified a different positioning for our brand, in line with the corporate identity. We gave it an intellectual and technological edge.
Vertebrand evolved a MarCom plan to increase mindshare among key customer segments. The advertising agency summed it up with the baseline ‘Ride Smart.’ To arrive at the marketing plan Vertebrand identified focus states based on market potential for sale of two-wheeler tyres. The marketing activities were designed based on concern areas like conversion rate, replacement behavior, reasons for replacement and the profile of key customers. Our final plan had a city-wise prioritization of marketing initiatives with cost effective brand activities designed especially for the 20-40-year age group who were identified as the primary target segment.
The Results :
A thorough brand and retail track conducted later indicated that the client’s position in the market was steadily improving, especially in traditionally weak markets like Pune. The favourable marketing cost-market return ratio was another indicator of the success of this brand strategy exercise.