Aquatred Case

Goodyear should maintain their three current distribution outlets of lower-ranking independent dealers, manufacturer-owned outlets, and franchised dealers while expanding distribution to target much limited types of consumers and geographicalal regions for their Aquatred launch. The current distribution channels for Goodyear projects encounter been successful at that placefore, there is no reason to change something that works. Especially with its high harm and high timberland, the Aquatred would non be successful in distribution through service stations, store club, or mass merchandisers cod to their low terms focus.Goodyear should analyze specific types of consumers who would be nigh credibly to secure the Aquatred tire and push sales heavily towards this market segment. As discovered in the market tests, consumers who purchased Aquatred tires were more wantly to have researched information about the tire prior to purchase, bevy an imported car, and specifically sought out the Aquatred tire for purchase upon portal into a distribution center. Goodyear should use the knowledge to promote information on the Aquatred to consumers matching the above characteristics.For example, Goodyear should heavily promote and advertise the Aquatred tire due to the fact that the target consumer is research oriented before purchasing. Goodyear could also have a specific concentration on outdoorsy consumers. Consumers that frequently off-road and accede in other rural terrain areas would need a better quality tire with more safety for hazardous weather conditions. In accompaniment to focusing on specific consumers, Goodyear should also target particular geographic regions that Aquatred would benefit most.Areas with large rain quanti get hitched withs would be more likely to purchase the Aquatred tire. Goodyear should look into meteorological patterns to determine such areas of focus. When car owners were surveyed about most classical tire attribute, wet tr action was the second most important which indicates that the interest already exists among consumers for a product to better serve this need. Also, Goodyear could tie in the human psychological need for safety by displace emphasis on Aquatreds safety benefits in wet conditions.Consumers oddly those with families will be more likely to overlook the higher cost in order to have a product more likely to ensure their safety and protection. In order to combat the issue of price, Goodyear could yarn-dye a loyalty program among its Aquatred users. Therefore, once consumers have initially purchased the product, there would be an even greater incentive to continue using Aquatred. Also, Goodyear would sack the expense of the discount so dealers are satisfied with greater revenues gum olibanum a greater incentive to sell the Aquatred tire.Such a program would alleviation the tension on price among dealers and consumers. In addition to the loyalty program, Goodyear whitethorn need to dev elop a promotion price that would look like a deal to consumers but still ensure Goodyear receive their targeted price. The price is critical due to the fact that 75% of all Goodyear tires are sell on promotion and the company should be wary not to get hold of away large numbers of consumers due to price sensitivity.