Goodyear Creatoor

Do we know eachother?

Our goal is…

Our goal is…

Our approach is strategic …

Our approach is strategic …

S - Situation Analysis - where are we now?

O - Objectives where do we want to go?

S - Strategy how we are going to get there.

T - Tactics the details of strategy.

A - Action or implementation - putting the plan to work.

C - Control measurement, monitoring, reviewing, updating

and modifying.

First step … analysis

•Industry analysis

•Company analysis

•Marketing mix analysis

•Implementation

Who are we?

What kind of a company are we?

Rubber industry, high-tech company?

What do we provide?

PRODUCT or SOLUTION?

APPLE or TASTE? QUALITY or COMFORT?

Our Strenghts & Opportunities…

S Global company

Goodyear brand

Market leader in USA

Continuous research & development

International knowledge exchange

W Market share in Europe

Unused cross selling

Organisation

Market presence

Communication

TExchangeability with GY tires

New players at the market

Too good picture about ourselves

Low success motivation

Keen competition of stabile

players

O New communication

Continuous communication wiht

customers

Customer awarding

Cross seling sistem

Strateške povezave s partnerji

Enfocement of new trends

Commercialists at the right places

Our ideas…

Focussed on marketing

communication

Excellence = Idea + Message + Execution

Idea ?

What are we promoting?

What are we promoting?

Message ?

What are we communicating?

Our main challenge - Tires

What is doing our competition ?

Can we compete …

Idea

+

Message

+

Execution

Focussing on product

We offer more …

We offer more …

Ideas & solutions

We offer more …

Ideas & solutions

Make no compromise …

We offer more …

Ideas & solutions

Make no compromise …

Choose the best!

Make no compromise!

The message…

The idea

The idea - How do tigers move?

Tigers have soft pads on the bottoms of their feet that

allow the tiger to move silently.

Tigers walk, moving their front and back leg forward

together. This helps the tiger move silently, and swiftly.

How would you like to drive?

Idea + Message + Execution

Tactics – more than advertising

•Product

•Price

•Placement

•Promotion

•People

•Processes

What are industry order winners…

•Qualifiers

•Order winners

•Non issue