1. Assess Aquatred’s strategic role and the marketing program.

Strategic role of Aquatred

Introduction
 Aquatred introduced to be the premium segment tire in Goodyear’s product line.

 Value proposition through product uniqueness: The product is designed in such a way
so that in any wet roadways, the tyre can spread out water from its bottom and ensure
proper traction. The tyre maintains the same traction performance even 50% of the
tyre is worn out.

 Differentiated look of the tire: Enhancement in customer feeling with an essence of

new and fresh look.

 Tested Performance: In wet conditions cars driving on Aquatred tyres travelling at a

speed of 55 miles per hour, stopped in a much lesser distance after application of
break, in comparison to conventional all-seasonal radial tyres.

 Warranty Period: 60000-mile warranty period proposed which is one of the highest in
the premium segment tyres.

Strategic mix:
 Targeting replacement market: Aquatred product line of Goodyear has been aimed to
cater the requirement of replacement market for the auto industry and it is not
available for the auto manufacturers due to their long buying cycles.

 Fast-moving Inventory: Aquatred introduced aiming as the fast-moving product for

the company.

 Improve Financial Health: Aquatred designed to improve the top line of the Goodyear
and drastically improving the health of the company.

 Increasing the Brand Equity: The innovative product is aimed to create a niche in the
competitive environment by increasing the brand equity in the premium sector.

 Introduction of Promotional activities: Promotional activities planned in order to

increase awareness of the product and the company.
  Using the unique product: Technological implication using a differentiated tire will
compel one-time customers to stick to the product reducing the chances of switching
over to other brands.

 Improving perception of the customer by implementing POD: Introduction of

Aquatred by Goodyear is to improve the perception of customers towards a more
technology oriented and innovative company. Creating several Point-of-Difference
(POD) from other market players including Michelin, as mentioned in the
introduction.

 Distribution type: Cannibalizing the present distribution channels for distribution

operation

 Introduction of superior quality product: Goodyear wanted to be the market leader by

introducing the powerful and superior quality product.

Marketing Program:
 Goodyear planned to conduct the test marketing on a larger population in metro cities.

 Position: Target positioning in the premium segment with 60000 warranty miles.

 Different appearance: Aquatred designed to have a different appearance so that

customer can identify amongst other product.

 Goodyear wanted to launch the Aquatred before the 1992 Olympic so that a wider
range of customers can be attracted.

 Adopt aggressive promotional strategy with areas having high amount of

precipitation.

 Evaluating the channel network for Aquatred launch

 Promotional programmes during launch