GOODYEAR by Melissa Bilza https://padlet.com/mbilza/m25cypiiz63c Marketing Communications en-us 2017-10-13 09:45:34 UTC 2024-05-29 19:52:13 UTC hello@padlet.com Demographic/Geographic: https://padlet.com/mbilza/m25cypiiz63c/wish/198220787 Companies who conduct business in the UK and use 100+ commercial trucks to meet their companies need.]]> 2017-10-18 13:38:28 UTC https://padlet.com/mbilza/m25cypiiz63c/wish/198220787 Brand Positioning mbilza https://padlet.com/mbilza/m25cypiiz63c/wish/198262572 2017-10-18 14:39:10 UTC https://padlet.com/mbilza/m25cypiiz63c/wish/198262572 Positioning Map: mbilza https://padlet.com/mbilza/m25cypiiz63c/wish/198298108 2017-10-18 15:27:54 UTC https://padlet.com/mbilza/m25cypiiz63c/wish/198298108 Key Competitors: Michelin, Bridgestone, Continental, Pirelli*¹ mbilza https://padlet.com/mbilza/m25cypiiz63c/wish/198301099 2017-10-18 15:32:24 UTC https://padlet.com/mbilza/m25cypiiz63c/wish/198301099 Unique Selling Points: mbilza https://padlet.com/mbilza/m25cypiiz63c/wish/198302083 1. “Proactive Fleet includes two options, Driver Behaviour and Track & Trace, which help fleets to reduce fuel consumption and journey times while increasing safety.”*²

Goodyear Proactive Solutions is the only company that offers a Driver Behavior tracking package. This package benefits fleet operators and the environment.]]> 2017-10-18 15:33:56 UTC https://padlet.com/mbilza/m25cypiiz63c/wish/198302083 Bibliography: mbilza https://padlet.com/mbilza/m25cypiiz63c/wish/198389948 1. Universal Tyres. (2017). Top 5 Tyre Manufactures. [online] Available at: http://www.universal-tyres.co.uk/news/top-5-tyre-manufacturers/ [Accessed 18 Oct. 2017].

2. Goodyear Newsroom. (2017). Goodyear Launches New Business - Connected Fleet Management Solutions. [online] Available at: http://news.goodyear.eu/latest-news/goodyear-launches-new-business---connected-fleet-management-solutions/s/6fd788e2-88b5-45a3-b4aa-2b99afbefcfb [Accessed 18 Oct. 2017].

]]> 2017-10-18 17:58:17 UTC https://padlet.com/mbilza/m25cypiiz63c/wish/198389948 PESTLE ANALYSIS https://padlet.com/mbilza/m25cypiiz63c/wish/198442196 Political forces 
  • The United Kingdom leaving the European Union  
  • the corporation tax for company profit in the UK is 19% 
  • Current taxes on rubber 

Economic forces 
  • The exchange rate (GBP against others) 
  • British economy is doing well 
    • however , with BREXIT it is forecasted that there will be less investments by businesses 

Social forces 
  • “Consumers and businesses expect deliveries to be faster, cheaper and more flexible”
  • The cultural implications/differences of how to do business in different countries 
    • Etc. different ways of negotiating 

Technological forces 
  • Numerous communication channels such as, internet, social media, email etc. 
  • New technology to monitor tires 
  • Connected and fully automated solutions 
  • Less fuel use 
  • Possibility of introducing driverless trucks 

Legal forces 
  • Employment laws 
  • Laws in relation to the environment 
  • Health and product safety 

Environmental forces 
  • Corporate responsibility 
  • Doing business as an ethical and sustainable company
  • Carbon footprint, reducing emissions
  • Use of large water amount to make tires


]]> 2017-10-18 19:50:23 UTC https://padlet.com/mbilza/m25cypiiz63c/wish/198442196 annelaurelouat https://padlet.com/mbilza/m25cypiiz63c/wish/198450811 Objectives about the Market]]> 2017-10-18 20:17:35 UTC https://padlet.com/mbilza/m25cypiiz63c/wish/198450811 annelaurelouat https://padlet.com/mbilza/m25cypiiz63c/wish/198451056 Objectives related to the company]]> 2017-10-18 20:18:18 UTC https://padlet.com/mbilza/m25cypiiz63c/wish/198451056 annelaurelouat https://padlet.com/mbilza/m25cypiiz63c/wish/198453953 Front page]]> 2017-10-18 20:28:54 UTC https://padlet.com/mbilza/m25cypiiz63c/wish/198453953 Business Objectives mbilza https://padlet.com/mbilza/m25cypiiz63c/wish/198467292 2017-10-18 21:24:10 UTC https://padlet.com/mbilza/m25cypiiz63c/wish/198467292 Current campaign slogan: mbilza https://padlet.com/mbilza/m25cypiiz63c/wish/198468445  "Made to Feel Good"

]]> 2017-10-18 21:30:25 UTC https://padlet.com/mbilza/m25cypiiz63c/wish/198468445 Business Environment Analysis mbilza https://padlet.com/mbilza/m25cypiiz63c/wish/198469255 2017-10-18 21:34:44 UTC https://padlet.com/mbilza/m25cypiiz63c/wish/198469255 Target Audience mbilza https://padlet.com/mbilza/m25cypiiz63c/wish/198469565 2017-10-18 21:35:36 UTC https://padlet.com/mbilza/m25cypiiz63c/wish/198469565 Positioning Statement: mbilza https://padlet.com/mbilza/m25cypiiz63c/wish/198470313 Goodyear Proactive Solutions provides an innovative fleet management solution that revolutionizes the way in which you run your business. Through high quality performance, enhanced safety features, and environmental impact monitoring, Goodyear Proactive Solutions is committed to offering the best solution for your company and for the world.]]> 2017-10-18 21:39:30 UTC https://padlet.com/mbilza/m25cypiiz63c/wish/198470313 New campaign slogan: mbilza https://padlet.com/mbilza/m25cypiiz63c/wish/198477193 Made to Feel Good. Made to Do Good.]]> 2017-10-18 22:28:20 UTC https://padlet.com/mbilza/m25cypiiz63c/wish/198477193 Internal Analysis: mbilza https://padlet.com/mbilza/m25cypiiz63c/wish/198601704 2 million GBP budget]]> 2017-10-19 11:35:49 UTC https://padlet.com/mbilza/m25cypiiz63c/wish/198601704 Marketing Communications Objectives: mbilza https://padlet.com/mbilza/m25cypiiz63c/wish/198653107 - "Increase sales of the fleet management solution by 10 % within one year".
- "To position our brand as the premium product of choice in fleet management solutions for its innovative technology and eco-friendly features."
- "To increase awareness of our fleet management solutions by a brand awareness score of 30% within our one year campaign."]]> 2017-10-19 13:35:09 UTC https://padlet.com/mbilza/m25cypiiz63c/wish/198653107 Product Description: Goodyear Proactive Solution's fleet management technology is a software package that "using intelligent computer algorithms, a wealth of data derived from Goodyear’s extensive commercial tyre and service business, and clear, accurate reporting, the solutions allow fleet operators to precisely identify and resolve tyre-related and potential safety issues before they happen." *² mbilza https://padlet.com/mbilza/m25cypiiz63c/wish/198667453 2017-10-19 13:57:37 UTC https://padlet.com/mbilza/m25cypiiz63c/wish/198667453 Behavioristic: mbilza https://padlet.com/mbilza/m25cypiiz63c/wish/198677115 Customer status:
  • Current customers: Companies who use vehicle with GoodYear tire
  • Competitor’s customers: because GoodYear Proactive Solution is suitable on every tire
Needs: 
  • Deliver on time: avoiding breakdowns, reducing downtime and preventing accidents. 
  • Manage budgets: tire longevity, fuel consumption, maintenance frequency and eco-friendly driver training.
]]> 2017-10-19 14:14:17 UTC https://padlet.com/mbilza/m25cypiiz63c/wish/198677115 Psychographic: mbilza https://padlet.com/mbilza/m25cypiiz63c/wish/198685130 Values:
  • Companies who care about reducing their negative environmental impacts.
  • Companies who provide their customers with shipment tracking and make specific delivery time table promises.
]]> 2017-10-19 14:27:36 UTC https://padlet.com/mbilza/m25cypiiz63c/wish/198685130 Examples of target https://padlet.com/mbilza/m25cypiiz63c/wish/199955383
  • Royal Mail fleet
  • Supermarket fleet: Waitrose, Tesco
  • Delivery companies: DHL, DPD, iParcel, Yodel, UPS, XPO
    • ]]>     2017-10-24 13:00:10 UTC https://padlet.com/mbilza/m25cypiiz63c/wish/199955383     Reminder of the Goodyear's goal annelaurelouat https://padlet.com/mbilza/m25cypiiz63c/wish/200440833 2017-10-25 14:52:56 UTC https://padlet.com/mbilza/m25cypiiz63c/wish/200440833 annelaurelouat https://padlet.com/mbilza/m25cypiiz63c/wish/200449687 Bibliography]]> 2017-10-25 15:06:37 UTC https://padlet.com/mbilza/m25cypiiz63c/wish/200449687 Campaign Messages https://padlet.com/mbilza/m25cypiiz63c/wish/200792524
    1. Our fleet management solutions help companies save money on fuel costs .
    2.Have advanced technology 
    3. Goodyear can help you save time on deliveries 
    4. Security issues - can track drivers 
    5. You can improve your brand image by reducing your environnemental impact]]>     2017-10-26 13:16:52 UTC https://padlet.com/mbilza/m25cypiiz63c/wish/200792524     annelaurelouat https://padlet.com/mbilza/m25cypiiz63c/wish/200821874 Objectives for business consumers]]> 2017-10-26 14:05:45 UTC https://padlet.com/mbilza/m25cypiiz63c/wish/200821874