Name: Milestone tyre

Slogan: It moves with you

Logo:
Symbol: ?
Character:

“Milestone Tyre”

The word milestone shows the durability and longevity.

Reason of selecting this name is one is association with travelling and use of vehicle. A milestone
are always present in long journey which mean longevity of tyre.

Slogan: It moves with you

The purpose of choosing this slogan is that when we are moving to different places so tyre moves
with you to different places at different weather conditions.

Character:

Character itself is a tyre, which depicts strength and power.

Levels of product:

Core benefit level:

The core benefit of our product tyre is safe traveling, because we travel to different places in
different weather conditions so the safety is our first priority in driving. Your tyres are essential
for safe driving; they are the only link between your vehicle and the road.

Generic Product levels:

The important attribute of our tyre is to have better road grip and long lasting.

1. Provide grip for braking and acceleration

2. Maintain steering and directional control.
3. Support the weight of the vehicle
4. Act as a shock absorber for vibrations from the road

Expected Product level:

Customer always expect better quality tyres because it is link with the safe driving. So it is our
goal to fulfill all the expectations of our customers for our product. They would definitely expect
good quality tyres, better road grip and the quality of material we are using in the tyre from our
brand.

Augmented Product level:

We will be providing warranty, different type of claims, free service and exchange policy. So this
will help us to improve our brand equity in the market because customer always attract to those
brands which give more benefit with the products. So giving these benefits to the customer with
the tyre would increase customer loyalty with brand and reliability for the product.

Potential product level:

Our potential would be to cope with latest technology and surprise customers with our new
innovative production of tyres. Because due to the competition we have to capture the market
over competitors so for that adaption with new technology would be most important for us. We
will be providing more features and providing more secure and better grip of our tyres.

Risk reduction

Physical risk

We can have different kind of physical risk while driving so safety is very important in driving
and tyre is link between vehicle and road. So a better tyre can reduce many physical risk we can
face on road. These are the possible physical risk:

 Wear and damage (punctures, cuts, impacts, cracking/crazing of the tread/sidewall rubber,
lumps and bulges, etc.
 Driving over pot-holes and speed humps etc.
 Failure to maintain correct tyre pressure (over or under inflated)
 Failure to notice a change in handling, noise or vibration.
 Mixing tyre types.
 Not having tyre damage inspected by a professional.
 Failure to have a tyre inspected immediately after a severe impact.
 Using different sizes and type of tyre.

Financial risk:

A financial risk can be reduced for the customers because we will be providing them good
quality tyres with a better price compare to a market. Because for the customers the financial risk
is if the product is not up to the mark so they will lose their money so for every customers value
for money is also important for the product. So if you buy expensive tyre but it’s not of good
quality so in this way you phase financial risk and your money is wasted.

Time risk:

A good quality tyre can reduce the time risk by performing well and better durability and you also
don’t need to go after every week for the adjustment of tyre. A good quality tyre will give more
durability and longevity which will reduce your time risk and if you do not get good quality tyre
so this will increase time risk and also financial loss. Because no one have enough time to go and
change tyre again and again.

Social risk:

The social risk is that if you buy low quality tyre or local tyre so this will increase the risk of
failure of the tyre and will also be not accepted by the society because local tyre are the mostly
cause of accident which is not acceptable by the society. So we will be providing good quality
tyre with proper branding which will be more acceptability by society. Because society accept
good quality and branded tyre.

CBBE pyramid

Who are you?

I am tyre Production Company.

What are you?

I am tyre Production Company giving a better quality in a normal price range. Which is not
available in a market. Giving you a durable tyre which will perform in all kind of weather, road
condition also maintaining the tyre pressure and support the weight of vehicle.

What about you?

People recognize me being a quality symbol and I am a brand which give you confident that you
are investing in the right product. While using our product you feel safe because we are providing
best quality.
 What about you and me?

A better quality tyre will make a good relationship between manufacturers and consumers.
Because when you will feel safe you will use our product again.

CBBE pyramid Diagram:

Frame of reference

Target market:

 People who owns cars

 Motorbikes
 Any other vehicle using tyres

Demographics of target market:

Middle class and upper class

Competitors:

 Bridgestone
 Tyre point
 Service
 General tyre
 Yokohama

How is the brand similar to their competitors?

 All companies deal in all kind and sizes of tyres

 All of them produces rubber tyre
 All the tyre companies use almost same kind of packaging

Different from other competitors:

 Within a normal price range we provide warranty for tyre.

 No other competitor within our price range promises durability
 We are using unique patterns on our tyres to ensure safety and stability
Segmentation:

 Worriers: seeking safety

 Independent: people seeking with low price

Actual segmentation:

We divide our segments in the perspective of vehicle owners

Car owners = 60%

Bus and truck owners =10%

Commercial vehicles = 10%

Motor cycle owners = 15%

Jeep owners =5%

Brand Positioning

Facts:

 All the tyre companies’ operating around the world enjoy a minimum profit margin of
15% to 20%.
 The industry in Pakistan due to import duties and cluster markets enjoy a profit margin of
25% - 28%.

Positioning:

1. Since we will set our profit margins of about 10% - 12% which means we can spend more
on the quality while staying within the market price bracket. This will differ us from our
competitors and positions as a more quality product.
2. Our warranty policy will also differ us from competitors.

Points of Parity

As we know that almost all the companies deal in all kind and sizes of tyres. All of them produces
rubber tyre. Because yet there is no any substitute have produced by any company which reduce
the use of rubber. All the tyre companies use almost same kind of packaging because to reduce
the cost of production. Same sort of patterns are made by the companies.

Points of Difference

The difference we are giving in market than other companies is that we will give tyre within a
normal price range with that we will provide warranty for tyre to the customers. No other
competitor within our price range promises durability. We are using unique patterns on our tyres
to ensure safety and stability of our tyre for the customers to make brand equity strong in the
market.

Methods of marketing communication:

Advertising:

In advertising we will be using different of channels for advertising and those would be Tv, Print
media, Internet and place advertising. We will making different TV ads to communicate our brand
value and spread brand awareness so people should about our brand when they look at our logo.
Those ads will also be posted on social media so the people using social media also know about
us because the response of social media is much higher now a days than another. For
advertisement we will be using endorsers in our ads so people can attract to our ads and take
interest what we are advertising because endorsers have great impact in the advertisement of a
brand or its product.

Event Marketing and Sponsorship:

We will be sponsoring through event and sponsorship because this help to promote the name of a
brand in market more strongly. Marketers need to seize every opportunity to build relationships,
generate goodwill, and earn the trust of prospective buyers and customers. So that’s why we will
be doing sponsorship in different auto shows, rallies and other sports event in Pakistan.

Leveraging: