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Marketing Srategy

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Submitted By imraan7866
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| Understanding your customer | Individual assignment | | Imraan Ebrahim Student number 21350020 | 6/24/2013 |

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Contents
Introduction page 3
The Customer page 4
The Organisation page 4
The competitors page 5
The environment page 5 Marketing strategy page 6
Target market page 6
Product page 7
Range page7
Promotion page10 Place page 10
Price page 11
Conclusion page 12
Bibliography page 13

Introduction
The South African Truck and Bus market is very competitive in terms of price, quality and safety.
The Dunlop Truck Radial tyres are excellent performers on the field, both on and off road. The following market analysis will enable us to form a marketing strategy so as to improve the image and sales of the Truck radial tyres.

The customer
The customer is always king, and a customer looking to purchase Truck Radial Tyres, is in search of a product that would deliver safety, durability, good tread and casing life, as well as after sales services and guarantees.
As well as the above, the customer is also restricted by the cost factor. This is why Dunlop offers large end users the luxury of training staff on tyre pressures, maintenance of trucks and trailers, so as to maximise the life span of a tyre on the road, so as to avoid premature failure and achieve maxim CPK, (cost per kilometre).
The customer is also interested in a brand that is reliable and designed for use on South African roads.

The organisation - Dunlop Tyres Truck Radial Division
The first pneumatic tyre invented was by John Boyd Dunlop, and since then continuously been improved on. This means Dunlop has more than 120 years of experience. The recent merger with the Japanese company, Sumitomo Rubber industries, can only mean more advanced Technology and a better product.
The plant manufactures the products from the raw state. This means that the crude rubber, oil and other additives are used to develop and mix special rubber compounds for different components and applications of a tyre. This rubber is then extruded into treads, sidewalls and plies used to build a tyre on tyre building machines thereafter being cured in bag o matic presses. This whole process is stringently monitored by quality processes and testing.
When it comes to Truck Radial Tyres, Dunlop Tyres offers a tyre for different types of applications. We offer on or off the road tyres, long or short haul tyres, as well as steer, drive and trailer tyres for all applications of bus and truck.
We also offer an excellent after sale service as well as guarantees and training so as to maximise tyre life on the road.

The Competitors
Just like any other brands, Dunlop has many local and international competitors, all striving to succeed in a very competitive and volatile market.
Cheap Chinese imports, such as brands like Jinju are flooding the local market with ridiculously low prices, but are not delivering the mileage that local tyres can. These tyres are also experience pre-mature failure. The reasons for this are that these tyres are not designed for South African roads and climate.
Local brands such as Bridgestone/Firestone, Goodyear and Continental, all offer a good tyre but due to customers preferences and past experiences, some may choose a Dunlop for the steer, and Continental or Goodyear for the drive and trailer tyres, or vice versa. Some may even, after bad experiences, still use cheap imports.

The Environment
Due to the Rand being as weak as it is, and the trucking industry being so competitive, the end users are being forced into opting for the cheap imports.
However, the more educated and experienced end users are loyally sticking to the Dunlop and other locally manufactured tyres, for safety, warrantees, and high mileage reasons.

Marketing strategy
A recent test was held at Nida transport by the Dunlop sales and service team, whereby two Volvo440 side tipper trucks of the same model and using the same route. Truck number 128 was fitted with Dunlop 315/80TS811 trailer tyres, whilst truck number 136, were fitted with the import Chinese trailer tyre, Jinju.
Truck number 128, fitted with Dunlop tyres was evaluated once a month, where the tyre pressure, alignment and mileage were recorded.
Four of the 8 Jinju tyres fitted on truck 136, failed between 45 0000km – 53 0000km, The 8 Dunlop transteel fitted on Truck 128 were removed from service after 72 300km so as to be safely recapped, and used again.
The Jinju tyres which costed R2640 equates to R0.058 CPK, and the Dunlop which R3078 equates to R0.042 CPK.

Target market
The end users, such as major Trucking and Bus companies with large fleets such as Nida Trucking and Durban transport, should be the companies that need to be targeted.
A company like Nida Trucking, which has a fleet of 473 trucks, which equates to 10 406 rolling wheels, should be the new type of target market.
The OE, (original equipment), market should also be concentrated on such as Man Diesel which produced 24000 units last year. www.mantruckandbus.co.za/.../man_south_africa/MAN_Truck_and bus.
Some owners would prefer to only fit OE tyres to their vehicles as it is recommended and factory fitted with these tyres, this is why it is absolutely vital that this market is also penetrated.

The Product
Durability helps make for a safer more cost-effective tire. Dunlop truck tires are constructed with durability and efficiency in mind. Fuel-saving compounds that promote energy efficiency mean less fuel costs. Proven construction helps ensure even wear and longer tire life, which means more miles between changes. Dunlop technology is geared toward making tires that work as hard as you do. www.dunloptrucktires.com/‎

Every stage in the development of a tyre endures strict quality standards, quality processes and intensive testing. This quality and testing starts from the very beginning stages of crude rubber through to the mixing, extruding, calendaring, building, moulding and viewing of every single truck radial tyre.

As some customers are driven to buy tyres by name and reputability, many brands are manufactured in the Dunlop Durban plant, namely, Dunlop, Transteel, Regal etc.

The Range

There is an extensive range to choose from, for all types of applications on or off the road, ranging from steer, drive or trailer tyres. These can either be long or medium haul tyres suited to the needs and wants of the customer.

There are too many tyres in the range to mention, but listed below are some of the premium tyres and big sellers.

`

Dunlop Transteel 344
An all-position general-purpose tyre specifically designed to give ultra-competitive performance for the medium commercial vehicle range. Its 4-rib tread design offers excellent tread life and resistance to irregular wear.

Dunlop Transteel 367
Based on the highly successful TS366 pattern, the TS367 boasts some unique design and compounding refinements to make it ideally suited for the tougher on-/off-road truck and rural bus market where stop/start conditions play a major role.

Dunlop Transteel 811
An all-position tyre with a refined compound that provides resistance to cuts and chipping in more aggressive operations. Optimum performance will be achieved in short- and medium-haul operations.

Dunlop Transteel 431
A premium pattern-depth steel radial tyre designed specifically for drive-axle fitment in regional-haul applications. This unique block pattern offers excellent traction and prolonged tread life without sacrificing retreadability, and can be used in selected off-road conditions.

www.dunloptrucktires.com/‎

Promotion
As an initiative for Dunlop to promote its products and for companies and individuals to purchase Dunlop tyres, promotions in the form of giveaways and competitions have been put in place.
All Dunlop Zone and Dunlop accredited Dealers were given a list of corporate gifts, ranging from Stainless steel braai stands and gazebos to tog bags and pens, to be issued to loyal customers and to customers purchasing a minimum amount of tyres qualifying them for a free gift. These were also given to sales reps so as to issue them to the end users as well.
A competition was also put in place for Top gear tickets. However the current competition running is major one. The winner will walk away with a luxury Jaguar XF.
Dunlop has also started internet websites and can also be followed on Twitter and Facebook, so as to follow marketing communications, promotions and competitions.

Place
The best marketers of this product to the public should be the Dunlop Zones and Dunlop Accredited Dealers. These are the organisations that are campaigning for the product. They are doing the competitions and give-aways.

Price
When it comes to the local tyre market, there is no major price difference in tyres. For example a Goodyear RHD2 trailer tyre may sell for R3112 and a Dunlop Transteel SP811 sells for R3078, a price difference of only R34, whereas a Dunlop drive tyre could be R40 more than a Goodyear.
However a Chinese import could sell for far less, but would not give the same mileage, ride and quality as a Dunlop. Now this is where the CPK, (cost per kilometre), comes into play.

Conclusion
From the assessment and data we can conclude that the Dunlop Truck tyre is an excellent product.
The marketing strategy for Dunlop is just to go out and prove to the End users and the Truck and bus manufacturers that Dunlop should be the brand of choice for their vehicles.
And the way in which it should be done is to continually, test our tyres on the field against competitor tyres and to continually prove that this is truly a marvellous tyre in terms of quality, safety, and value for money.

Bibliography

www.dunloptrucktires.com/‎ www.mantruckandbus.co.za/.../man_south_africa/MAN_Truck_and bus.
Consumer Behaviour/ Cant, M.C., Brink, A. And Brijball, S., 2nd Ed., Juta 2011

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