edf40wrjww2CF_PaperMaster:Desc
NEWEX project-anti-hydroplaning tire that was visibly differentiated from anything on the market, in 1989.
Completed in 1991, was the Aquatred, a tire with a channel down the middle of the tread that increased traction on wet pavement as well as functioned as an all- season radial.
Goodyear would only be able to sell the Aquatred into the replacement tire market.
The tire would be placed at the high end of the broad line segment and sold at a 10% premium over the Invicta
Key challenges:
Value to the target segment
Value for the dealers
Channel selection
Pricing
Timing
Aquatred value for customers
Improved wet road stopping
When 50 % worn, the Aquatred maintained the same wet traction as a new all-season tire.
60,000-mile warranty
Full fledged advertising campaign will help create more awareness-will create a pull
However, ratings for Invicta GS were at par with Aquatred wrt traction
Positioning Aquatred
As a premium quality tire-offering unmatched traction, safety, comfort and reliability
Goodyear primarily announces low price of its tires in advertisements-need to change this strategy
Goodyear is perceived as innovative-this is an advantage
Differentiating the product to cut into competitors share will enable sustenance in the long run
Pricing
Aquatred priced between Eagle ST (100$) and Invicta GS (80$) for maximum current profit
The target segments for Aquatred are not price sensitive
Need to ensure that Aquatred does not cannibalize sales of Eagle ST
Aquatred can cut into Invicta GS over period. Goodyear should prepare for this
Distribution
A staggered approach is recommended
First distribute ...