I need a marketing campaign for Goodyear Tire Company in Brazil South America. I have attached my strategies that I am going with. This will require some research and creativity. Also, there are four questions that need to be answered for the campaign. I need sources cited. Please put the campaign in word document. Also I need a brief Power Point presentation created (2-3 slides).
Please see below:
Strategy of re-using rubber material from used tires to create cheaper commodity tires. Goodyear primary objective is to gain Brazilian market share and reduce operating cost through 2016 and utilizing recycled tires.
Very few recycled tires are being effetely utilized to help reduce raw material cost and dependence on natural and synthetic rubber. Tires are being ground up and used as playground material and mulch which is not in high demand in Brazil. A tire can be more effectively used if it can be converted into a saleable tire. In the past, rubber from scrap tires would be ground and reused as a low-volume filler material in a new tire. However, ground rubber use was generally a small percentage of new tires primarily due to product quality constraints
New technology in tire recycling has allowed the old tires to be remolded into new tires. This new process can utilized up to 80% of recycled tires into new tires. This is a huge cost savings in raw materials which can also lower the overall cost of a new tire. In addition, the Brazilian Government has limitations on tire retreading. This recycling method is a low cost way to generate a new tire with long life without having to retread. The re-molded tire would cost 30 - 50% less than a new tire.
The new "re-molding" tire recycling technology is more suited for Goodyear than recycling centers. This is due to the fact the new recycling method utilizes a tire molds which requires extensive capital equipment to purchase and maintain. Goodyear has five (5) tire manufacturing facilities in Latin America and can add the capability of tire remolding into their existing facilities.
By providing the Latin American tire manufacturing facilities the capability produce tires with 80% unserviceable tires will dramatically reduce the need to raw materials and can offer tires to the Brazilian customer at a much lower costs. The cost reduction would allow Goodyear to provide a low cost tire, without retreading, directly competing against other low cost Chinese tires. A Thirty-Seven Million dollar investment in the Latin American manufacturing is expected to grow Latin American Tires sales by 10% per year.
Strategy of creating a tire specifically for the Brazilian market, with a focus on light trucks used to transport agricultural produce from various parts of Brazil to the ports and markets.....the tire will be designed for poor roadways.
For Marketing Campaign need to identify and develop:
1. How do we market new tires in Brazil (both to automakers & retailers)
2. Who are Goodyear Tire's current distributors in Brazil
3. How does Goodyear use retailers in Brazil
4. How do we promote Goodyear Tire's recycling efforts proposed in the above strategy
The document explains how Goodyear tires can market new recycled tires to Brazilian markets.