Motor, auto: Tyres, fuel, accessories, services

 

In 2006-07, Goodyear was under increasing amounts of pressure from aggressive competitors and newly emerging Asian brands. The tire market was also a low-interest category, and Goodyear's communicatio ...

As the used car market increasingly moved online, Auto Trader faced a challenge to attract buyers to its website and to increase sale postings. Because of the brand's countrywide reach, communications ...

In January 2003 a new chief executive officer, Alan Feldman, took over Midas, Inc. Though possessing a well-respected brand, the company was in disarray. For years Midas had focused on muffler manufac ...

Upon regaining its title as the world's largest tire manufacturer in 1999, the Goodyear Tire & Rubber Company broke sales records and was busy collecting the tattered market shares of it ...

In the early 2000s General Motors Corporation (GM) found itself the victim of its own success. Improved quality in its vehicles had resulted in less warranty work for the service centers of GM deale ...

In 1997 Texaco was the fifth-largest marketer of crude oil, natural gas, and other related products. On the list of rival companies that were outperforming Texaco were the Exxon Corporation, the Royal ...

Mobile phones with integrated GPS, or access to it through Bluetooth technology, enables mobile value-added service companies to provide new and better services based on accurate knowledge of the clie ...

Kwik-Fit's 2003-04 ad campaign aimed to revitalise the company after a period of sales decline and little advertising. There was an urgent need to reverse the sales decline, increase margins by improv ...

JP Morgan Cazenove has recently suggested that oil giant BP should split into two companies, separating `upstream' (exploration and production) from `downstream (marketing). The article argues that it ...

Tyres are of low interest to many consumers, selective distribution is under consolidation, and price is increasingly important. Continental required a campaign that would establish “German engineerin ...

TomTom GO was launched in a market dominated by complex, expensive, built-in car navigation systems. TomTom GO managed to position itself not just as another technical product, but as an easy, smart a ...

As one of the most recognisable brands in the world, Shell operates the world's largest single-brand retail network with 40,000 outlets. And according to Interbrand's annual survey, it is one of the w ...

RAC has been meeting the needs of the motorist since the beginning of motoring itself in the late 19th century. Today's RAC aims to satisfy all consumer needs throughout the motoring lifecycle - inclu ...

This paper covers gasoline service stations primarily engaged in selling gasoline and lubricating oils. These establishments frequently sell other merchandise, such as tires, batteries, and other auto ...

This paper covers establishments primarily engaged in the retail sale of new automobile tires, batteries, and other automobile parts and accessories. Frequently, these establishments sell a substantia ...

In the summer, promotions flood the market, as gasoline outlets and their convenience stores try to attract traffic. But these promotions do little to differentiate themselves. In reality, Irving’s Cr ...

Describes how ExxonMobil, Lubricants and Specialities, creates and develops global branding for its Exxon, Mobil and Esso lubricant brands. The strategic process involves creating branding blueprints, ...

The Uniroyal brand had not received marketing support during the previous two years. This campaign was focused on the Hispanic population of South Carolina and aimed at improving awareness, brand con ...

The objective of this campaign was to challenge drivers to go further in order to fill up at a Shell station. The target market is described as young male, fast drivers. The study claims that Shell wa ...

Launch campaign (2001) for new premium-priced petrol brand, Shell Optimax, in UK, into a largely commoditised market. Target: by end 2001, 10% of Shell petrol sales, 1% increase in Shell petrol sales, ...

Co-ordinated global corporate image campaign for Shell, to counter `antisocial' image (described, especially after Brent Spar and Nigeria) amongst stakeholders. Stage 1: focused on global opinion lead ...

The market for consumer purchased oil filters had been stagnant or decreasing for five years, as a result of the proliferation of national oil-change franchises and other speciality car-care chains. F ...

Campaign in 1999 by Lowe Direct for the RAC (relaunched and rebranded in 1997). Campaign based on personal experiences of the breakdown recovery service. Media: direct marketing (brief was to revitali ...

This paper describes the revolution in petrol retailing in the United Kingdom; a revolution initiated by the major supermarket operators and which has resulted in the oil companies losing 25% of their ...

In 1995 Palmer Hargreaves were approached by Continental Tyres to 'make them famous' - but without the budget for TV advertising. Palmer Hargreaves developed a campaign to create brand awareness in a ...

The RAC recognised the link between their lack of understanding of how to manage their customer relationships and their constantly fluctuating membership renewal rate. A downward trend in renewals pro ...

1994-5 campaign for Pirelli tyres, which transformed results from losses of over £155 million 1992-3 to breakeven 1994 and profit of £85 million in 1995, with an 18% sales increase across Europe. Mark ...

1993-5 campaign for the Automobile Association. By 1992, the AA was losing fees and members: recession, aggressive competition from RAC and new cut-price competition (e.g. National Breakdown); a conti ...

This paper describes how research was used to help Shell UK to develop a strategy to understand and build relationships with consumers in a market which has become increasingly competitive: the UK pet ...

This paper shows how a thorough understanding of the way consumers and the trade relate to tyres and tyre advertising was used to give the creative team some important pointers that helped create a pi ...