Shgac rh branddevelopment 011013 af1

Page 1

Sears auto center

Roadhandler Brand Development Category Research and Positioning january 10, 2013


roadhandler | audit

Logo

Advertising

On Product


the Roadhandler tire brand: current

Relatively unknown despite earlier popularity in the 80’s and 90’s. Previous brand equity lost through time and overshadowed by co-branding in later phases.


the Roadhandler tire brand: goal

Create a competitive identity for the new Roadhandler tire, positioning Roadhandler as a high-quality private label in the Tier 1/Premium category.


comparable tire

Recent taglines

logo

roadhandler | competitive tier 1 landscape

Your Journey, Our Passion

More Driven

A better way forward

Passion for Excellence

Get There

Because so much is riding on your tires


roadhandler | competitive tier 1 marketing snapshot

Bridgestone

advertising: print

advertising: online

web site

promos

Goodyear

Dubai print example

Michelin


roadhandler | Tier 1 product snapshot

Selling points (per advertising and manufacturer info)

Bridgestone Turanza Serenity Plus

Goodyear Assurance Comfortred

• A quiet, comfortable ride

• A smooth, quiet ride

• 5 Degree Noise Reduction cancels sound waves

• 20% more cushion

• Improved performance on wet surfaces

• Refined handling and comfort

• A long wear life • Mid-End Grooves: Improves noise and helps prevent irregular treadwear

Michelin Defender

RoadHandler

• Stops 31ft shorter than Goodyear Assurance

• Impressive all-season performance

• MaxTouch Construction: Improved acceleration, braking and cornering

• Outstanding rain/snow traction

• EnergySaver Construction: Can save up to $250 in fuel at $3.50/gal.

• Kontrol Technology*

• Belt edge tape: increased sidewall durability

• IntelliSipe Technology: Lasts 21,000 miles longer *See page 12

Warranty

• Buy & Try 30-day guarantee

• 30-day pledge

• 30-day satisfaction guarantee

• Gold Pledge & Platinum Pact Limited Warranties: 3 yrs, 5yrs after replacement

• 70,000–80,000 mile warranty*

• 90,000 mile warranty

• 100,000 mile warranty

• Highway Tire Replacement Limited Warranty *Depending on tire size

Main product highlight

• Best-in-class road noise absorption in both wet and dry conditions

• Comfort: A smooth, quiet ride and refined handling

• Drives safer and lasts longer

• Best-in-class mileage warranty


roadhandler | competitive takeaways

Takeaways

graphic takeaways

• A t

• Competitor logos/wordmarks all use italic type

the brand level, competitors use Performance, Durability and Safety as main communication touchpoints

• M arketing

collateral supports tagline positioning

• C ompetitors

have additional historic equity, e.g. Goodyear blimp and Michelin man

• L evel

playing field in terms of product quality: tires are essentially the same in Tier 1 category

• C ompetitive

and Safety

products highlight Noise, Comfort

• M inimal branding on actual product • M ain brand identifiers within tire category*: - Logo (name) - Key color (blue, red and yellow most common) - Image style (how product is portrayed, environment product is shown in) *See Appendix on page 15


roadhandler | positioning

Who are we talking to?

Males, responsible shopper, weighing cost and quality. Willing to pay a bit more for better quality. Using brand names as a shortcut in the research process, as they represent reasonable quality (think, “At least I’ve heard of this one”).

How do they feel?

Here I am, Saturday afternoon, replacing my tires. This is just how I hoped to spend my day off, in an auto service center, dropping a few hundred bucks on something I probably won’t enjoy much at all. When I bought my last set of tires, the guy told me they’d last at least 70,000 miles, but here they are at 60,000, shot. How’d that happen? How is it that the guy on that commercial was driving with these same tires on his race car and I can’t even make it around corners comfortably in my Camry? Why do those signs suggest taking turns at 30 while I feel like I’m about to fly off the road at a mere 15? What in the world has happened to my tires? I think I might know. (continued on next page)


roadhandler | positioning

(continued from prev page) Maybe it’s all those pot holes that, no matter how much I anticipate, pop up when they’re only 3 feet ahead. Maybe it’s those other drivers that must have never taken Driver’s Ed or could care less if they force me to swerve and slam on my breaks in the middle of rush hour. Perhaps it’s the 5 straight months of winter every year, and those invisible icy patches scattered across the roads, or maybe it’s those few inches of snow that never get plowed along my neighborhood’s roads that surprise, surprise, have turned to ice. Perhaps it’s those cute little squirrels that continue to cross in front of me every evening as I drive home. Maybe that’s it. Now that I think about it, no matter how prepared I am or how much I know the roads, there’s always something. I guess the road has owned me.

What do we want the brand to “say”?

Own the road with RoadHandler.


roadhandler | positioning

Why should they believe it?

Best-In-Class Mileage Warranty – RoadHandler tires will come with a 100K miles warranty. The tires are built to last with a new tread compound. Added Durability – With square belt edge tape technology that reinforces the upper sidewall area, customers get long-term protection against tread separation. Outstanding Traction in Rain and Snow – Our RoadHandler tires have wide circumferential grooves to evacuate water and tread sypes for grip in winter conditions. Built with Kontrol Technology – A philosophy and set of proprietary innovations that provide benefits across 4 areas: performance, safety, comfort and the tire’s impact on the environment.

What’s our tone?

Courageous, confident, up-to-the-challenge, responsible


kontrol technology | marketing pros & Cons

PROS • A dditional • E xclusive

CONS

selling point/marketing claim to Roadhandler

• C reates

another level of information to explain

• C urrent

Kontrol Technology icons need further development in order to be beneficial to brand

• D istracts • L imits

from product attributes/selling points

potential for SAC overall use


roadhandler | Summary

brand recommendations

Positioning: Leverage warranty and durability—“Own the road with RoadHandler.” Brand Attributes: Courageous, Confident, Up-to-the-challenge, Responsible Kontrol Technology: Merits further/separate discussion

graphic recommendations

Logo: Explore treatments that help distinguish, but do not require redesign of, current logo Color: Explore using key color and/or developing brand palette Imagery: Explore different approaches that reinforce brand positioning


roadhandler |

next steps •

Agency and client alignment on brand positioning

Design research and development based on brand positioning

Design exploration of logo treatments (not redesign), color/palette, imagery


roadhandler | appendix


Turn static files into dynamic content formats.

Create a flipbook
Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.