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