Local Tyre Brand Market

Visibility drive to enable B2C

business

Objective: Local Tyre Brand OEM Manufacturing to drive market visibility, create

pull, increase revenues at the retail end for better margins for the B2C business.

Agency Challenge: Conceptualize an effective visibility strategy, brand management, campaign execution

for the region for the client in B2C space to enable acceptance within the customer segment for its

product offerings.

Background: Regional tyre manufacturing operating for last 20 yrs, catering to tractor range of tyre

vertical of business catering to farming and other farm related equipment tyre products with limited

operations to North India. Limited traction with customers as in B2C, business mostly focused on

channel sales via distribution. Company loosing channel confidence due to competition in terms of

margins and market share due to lack of credibility and competition.

Channel & Distribution commissions were taken care by the company directly.

The Visibility Campaign Management Process: Create a marketing campaign around the 20 years of

existence of the brand in an around the identified TG sec. Reinforce the brand promise of being the best

dependable tyre brand for the farming community in the north part of the country.

Process part 1: Device a creative campaign around the trust and dependable factors riding high with the

brand

Process part 2: Identify the market size and the touch points to address the audience regarding the

brand promise and the legacy of the brand of being so dependable for the last 20 years. Adaptation of the

campaign at various marketing touch points as per the TG sec,

Process part 3: Attractive marketing gimmick for the TG to filling out the registration form. Thus creating

a prospect and the acquisition funnel for the client. Effectively increase in customer conversions via

structuring the interface with customer pool through various direct and indirect means

Process part 4: Map the ongoing lead generation processes and conceptualize strategy to augment the

outcome. Effectively map and conceptualize the improvements and device a road map for improvement in

customer conversions.

Process part 5: Map the ongoing brand management process and conceptualize steps to

optimize/augment its effectiveness by strategizing steps to leverage more out of box customer

engagement solutions

Miller Marketing was successful in addressing customer relationships and guide teams on the sensitivities of pertaining to new customer relationships. Understanding to sustain customer confidence in

brand by converting the brand promise in to actual revenue contribution with better margins and establishing the brand in the B2C space as per the sales & distribution objectives.

Suggested them steps to garner newer alliances with established tractor brands as OEM suppliers to

reinforce trust among TG and do co-brand with a bigger and better name to address dynamic market

environments in the future. Disclaimer: The information contained in this case study is the property of miller marketing & advertising services and is published only as examples of the work executed by the agency.