"REFINED Toughness".


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"REFINED Roughness" GOODYEAR WILL Present Another "BRAND" OF TIRE FOR THE Growing Extravagance SUV/Half breed MARKET OCTOBER 28, 2001. THE NEW GOODYEAR FORTERA Gives SUV DRIVERS THE Accompanying: THE RIDE, Solace, AND Treatment OF An Auto TIRE WITH THE Tough LOOK OF A SUV TIRE
Transcripts
Slide 1

“REFINED RUGGEDNESS”

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GOODYEAR WILL INTRODUCE A NEW “BRAND” OF TIRE FOR THE EXPANDING LUXURY SUV/HYBRID MARKET OCTOBER 28, 2001.

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THE NEW GOODYEAR FORTERA PROVIDES SUV DRIVERS WITH THE FOLLOWING: THE RIDE, COMFORT, AND HANDLING OF A CAR TIRE WITH THE RUGGED LOOK OF A SUV TIRE LUXURY CAR-LIKE RIDE WITH A RUGGED SUV LOOK

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AGENDA CURRENT/FUTURE SUV MARKET SUV CUSTOMER DEMOGRAPHICS FORTERA PRODUCT MARKET ROLL OUT

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LT TRUCK VEHICLE PRODUCTION % GROWTH 1998 - 2004 LUXURY & HYBRID VEHICLES ARE THE FASTEST GROWING SEGMENT OF LT MARKET

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REPLACEMENT TIRE MARKET % GROWTH 1998 - 2004 TOTAL CONSUMER TIRES 15.9 BROAD MARKET (.03) PERFORMANCE 14.6 LT 33.4 P-METRIC 207.0 LT and P-Metric are the quickest developing fragments of the Replacement Tire Market

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BIG THREE CAR/LIGHT TRUCK MODEL COUNT Model Count 1994 1999 2004 3 New LT models for each 2 new auto models in 2004

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JD Power Market Segmentation Established Segments : Traditional-Mini -Chevy Tracker, Kia Sportage - stable development Compact SUV -Chevy Blazer, Ford Explorer - stable development Intermediate SUV -Chevy Tahoe, Ford Expedition - solid Full Size SUV -Chevy Suburban, Toyota Land Cruiser - stable Emerging Subsegments : Luxury SUV -Cadillac, Lincoln, BMW, Mercedes-Benz, Porsche Hybrid (Crossover) -Honda, Subaru, Volvo,Toyota, Audi

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Emerging SUV Sub-Segment Projections Premium Crossover Luxury SUV’s Source: DRI/Ward’s, 1999 actuals-Automotive News

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Luxury SUV Market Segment Source: DRI.WEFA/Ward’s North American Light Vehicle Forecast Report 9/’01

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Premium Hybrid (Crossover) Market Segment Source: DRI.WEFA/Ward’s North American Light Vehicle Forecast Report 9/’01

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VEHICLE CLASSIFICATION MAZE SPORTS UTILITY VEHICLE (SUV) MINI VAN PASSENGER CAR VAN TRUCK LUXURY ACTIVITY VEHICLE (LAV) SPORTS ACTIVITY VEHICLE (SAV) CROSSOVER (Hybrid) SPORTS VAN RECREATIONAL ACTIVITY VEHICLE (RAV) SPORTS WAGON )

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CROSSOVER VEHICLES CAR BASED PRODUCTION BMW X5 2001 PONTIAC AZTEC MERCEDES ML320 LEXUS RX300 SUBARU FORESTER 2001 HYUNDAI SANTA FE TOYOTA RAV4

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CROSSOVER VEHICLES TRUCK BASED - PRODUCTION 2001 FORD ESCAPE 2001 EXPLORER SPORT TRAC 2001 TOYOTA SEQUOIA 2000 FORD 4 DOOR F150

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MRI STORYFINDER RESULTS SUV DRIVERS ARE: Outdoor fans Participate in skiing, sculling, rollerblading, golf, biking, trekking, outdoors, paddling, and so forth. Own different sorts of recreational gear Sports fans Attend/view/listen to a wide range of wearing occasions Exercise much of the time and are healthy Affluent and accomplished Own/utilization the most recent innovation for business and interpersonal interchanges Invest in land, securities, and common trusts Urban Bi-beach front Premium-scaled down and extravagance SUV proprietors move in huge metros (A) Northeast\'s provinces and Pacific Nielsen showcasing locales

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SUV TARGET ANALYSIS Demographic profile of SUV client is basically the same, paying little respect to vehicle size Married Adults 25-54 (48%/52% male/female split) College instructed Professional/Managerial Affluent (HHI $40k+) Only slight deviations in the middle of reduced and full size SUV proprietors Compact proprietors skew more youthful while full size skew more established Slightly more expert/administrative minimal proprietors Occupations of full size proprietors are all the more equally dispersed among a wide range of callings

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SUV DRIVERS TARGET ANALYSIS % US TOT SUV PREM MINI LUX SUV DEMOS POP INDEX INDEX INDEX Gender: Male 48.0 107 56 98 Female 52.0 94 220 110 Age: 18-24 12.9 98 95 19 25-34 19.6 126 112 68 35-44 22.2 119 95 106 45-54 17.4 125 121 152 55-64 11.4 80 57 95 Source: 2000 MRI Doublebase

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SUV DRIVERS TARGET ANALYSIS % US TOT SUV PREM MINI LUX SUV DEMOS POP INDEX INDEX INDEX HH Income $100K+ 10.1 199 210 175 75-100K 20.7 188 192 173 60-75K 32.4 171 177 52 50-60K 40.0 155 163 148 40-50K 52.5 149 150 136 20-40K 26.1 69 81 15 0-20K 21.9 35 62 6 Source: 2000 MRI Doublebase

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SUV DRIVERS TARGET ANALYSIS % US TOT SUV PREM MINI LUX SUV DEMOS POP INDEX INDEX INDEX Education: Grad College+ 22.5 139 151 194 Grad College 15.1 144 157 270 Attend Coll 26.7 112 96 66 Grad HS 34.1 94 36 23 Source: 2000 MRI Doublebase

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SUV DRIVERS TARGET ANALYSIS % US TOT SUV PREM MINI LUX SUV DEMOS POP INDEX INDEX INDEX Marital Status: Single 23.7 81 164 67 Married 57.2 122 85 111 Race: White 83.7 107 104 95 Black 11.9 55 136 145 Hispanic 9.6 70 139 95 Asian/Other 4.8 84 256 244 Source: 2000 MRI Doublebase

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WHAT DOES SUV CUSTOMER WANT? Well-to-do/well educated  Premium item Outdoor/sports enthusiasts  Active/recreational lifestyle Knowledgeable/perceptive  Recognize distinction in items SUV client needs the “best of the best” - values the picture and styling, however requests execution

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LUXURY/HYBRID SEGMENTS HYBRID Smooth Visual Appeal Quiet Aggressive Shoulder INTEGRITY Quiet Ride Long-enduring All-season Value Priced Safe WRANGLER Aggressive Shoulder Strong Rugged Treadface Durable EAGLE Sporty Appearance Low Aspect Handling

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THE NEW “FORTERA” BRAND Hybrid of ebb and flow brands (Wrangler, Eagle, Integrity) Targeted at the Luxury SUV and the developing hybrid portion Visually engaging Quiet, smooth ride Aggressive shoulder styling REFINED RUGGEDNESS

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Introducing … FORTERA HL (Highway Luxury Edition)

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FORTERA Smooth, calm ride of traveler auto tire Aggressive appearance of a SUV tire Hybrid Aquatred 3 tread exacerbate All-season footing and treadwear 60,000 mile treadwear guarantee

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INITIAL FORTERA SIZE LINE-UP % Current P-Metric Market P215/75R15 4.1 P225/75R15 7.5 P235/70R15 2.3 P235/75R15 45.1 P265/70R15 .8 P265/75R15 1.8 P235/70R16 3.4 P245/70R16 1.7 P245/75R16 4.1 255/65R16 .2 P255/70R16 6.6 P265/70R16 2.1 P265/75R16 2.8 P275/70R16 .7 P255/75R17 .1 P265/70R17 2.2 Total Market Coverage 85.5% Source: 2000 RMA

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Fortera Size Line-Up P215/75R15 Jeep Cherokee, Jeep Wrangler, Honda Passport, Isuzu Rodeo, Nissan Pathfinder P225/75R15 Jeep Cherokee Wrangler, Honda Passport, Isuzu Rodeo, Mitsubishi Montero P235/70R15 Blazer, Jimmy, Envoy, Bravada, Nissan Xterra, Nissan Pathfinder P235/75R15 Ford Explorer, Blazer, Jimmy, Durango, Isuzu Rodeo (and so on.) P265/75R15 Mazda B4000, Toyota Tacoma P235/70R16 Ford F-150, ‘02 Ford Explorer P245/70R16 Jeep Grand Cherokee, Infiniti QX4, Acura SLX, Honda Passport, Nissan Pathfinder, Isuzu: Rodeo, Vehicross, Trooper P245/75R16 Suburban, Tahoe, Yukon, Lincoln Navigator P255/70R16 Ford Explorer, Ford F-150 P265/70R16 Cadillac Escalade, Yukon Denali, Toyota 4-Runner, Toyota Sequoia 255/65R16 Mercedes ML320, LR Discovery II, Infiniti QX4, Nissan Pathfinder, Nissan Frontier P265/75R16 Chevy Tahoe, GMC Yukon P275/70R16 Lexus LX470, Toyota Land Cruiser P265/70R17 Ford Exp, ‘01 Denali, ‘01 Escalade, ‘01Suburban P255/75R17 Lincoln Navigator 4X4 P265/70R15 Nissan Pathfinder, Nissan SE Xterra, Mitsubishi Montero

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FUTURE LIGHT TRUCK PRODUCT POSITIONING ON ON/OFF CROSSOVER HIGHWAY OFF ROAD PREMIUM MID ENTRY FORTERA Wrangler Conquest

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FORTERA Market Roll-out Production begin - August 2001 Web-based media dispatch - October 16 National retailer declaration - October 28 Initial request sales - October 28 Product accessible for shipment - November (initial 10 sizes) Retail advancement starts Nov, Dec, Jan Public relations battle - Nov Point-of-offer marketing - Dec Store presentation, pocket guide, item pamphlet Website item survey - Dec Retail publicizing - Jan Consumer post office based mail crusade and RAMP

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