The Hindu Business Line : Goodyear India embarks on new marketing campaign

Mumbai, Aug. 14 Goodyear India has embarked on a new marketing campaign that will focus primarily on the customer. To start with, the company plans to set up 250 international format shop-in-shop outlets by the end of 2008 across the country. All these outlets will be air-conditioned, have international look-and-feel interiors and attractive range-based display, utilise computerised software for easy access to tyre information; and carry prominent branding, said Mr K. Mahesh, Sales and Marketing Director, Goodyear India. The company’s space in the store-in-store format will vary in size between 400-900 square feet.

Retail outlets

These outlets will be standalone Goodyear retail outlets aimed sustaining and building strong loyalty amidst customers.

The company has set up a 24-hour call centre that will cater to complaints, suggestions and feedback on tyres. It is called the “Goodyear Wheel Assist” that will have a unique toll-free number (1800-11-6767). Customers can get information on dealer contacts, tyre range and prices and current schemes. The company has also initiated an educational drive for women with valid driving licences by offering free tyre check-ups, tips on balancing, alignment and guidance on tyre maintenance in prime cities such as Mumbai, Delhi, Pune, Bangalore, Chennai and Chandigarh.

Now, the company is about to set up a Goodyear online club named ‘Goodyear My Turf’ that will cater to the elite Goodyear customers. There will be blogs and interactive content that will build the Goodyear brand.

All these initiatives are part of the ‘Take the winning turn’ marketing campaign that was initiated by the company.