Goodyear, “Get There”
BUSINESS SITUATION AND CAMPAIGN OBJECTIVES
It's fair to say that Goodyear, America's most famous tire company, was facing a bumpy road heading into 2007.
Goodyear Faced Stiff Competition from Mass and High-End Segments:
Automotive brands such as Toyota and Hyundai had removed the stigma of buying Asian automotive products, helping previously unknown tire brands break into the American marketplace. These lower-priced Asian brands, such as Hankook, Kumho, Toyo and Yokohama, were accelerating their market share growth. In 2006 alone, Hankook's market share grew a whopping +69%. (Source: Modern Tire Dealer) With so many lower priced brands gaining...