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Master Degree

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Submitted By bucefalo52
Words 1137
Pages 5
1898

1901
Wingfoot logo

1917
Akron to Boston

1925
The pilgrim

1977 The tiempo 1992
Aquatred

1992
Assurance is here

Algo de Historia e innovación
 1898 - Se funda Goodyear  1904 - Goodyear fabrica el primer neumático extraíble  1908 - Goodyear produce los neumáticos para el modelo Ford-T, el primer coche fabricado a gran escala  1934 - Goodyear lanza "Lifeguard", el primer neumático que proporciona estabilidad extra en caso de reventón  1952 - El primer avión comercial de pasajeros monta neumáticos Goodyear  1964 - Los neumáticos Goodyear son elegidos para el primer vehículo que alcanza el récord de velocidad en tierra: 965 km/h  1971 - Goodyear es el primer neumático que pisa la Luna  1993 - Goodyear lanza Aquatred, el primer neumático específicamente diseñado para superficies mojadas  1997- Los neumáticos Goodyear son los primeros en alcanzar 350 victorias en los circuitos Grand Prix  2001 - Goodyear inventa BioTRED, un compuesto biosostenible para el medio ambiente basado en el maíz  2005 - Goodyear lanza el Run On Flat, un neumático que continúa rodando después de sufrir un reventón.

La industria

La industria
4 grandes impactos Llantas radiales Competencia extranjera Cambios en el consumidor y la demanda 3 cambios importantes en la industria de las llantas en el mercado de los estados unidos 70s – 80s

-Lento crecimiento de la demanda - Descenso en los precios del mercado -La capacidad de producción supera la demanda - La industria enfrenta dificultades economicas

La industria
El lento crecimiento en las ventas de neumáticos se debe al aumento del ciclo de vida de las llantas

Goodyear esta 3ra en el ranking mundial de ventas con 21% share

Goodyear tiene una participación de 20% en el mercado americano de llantas de vehículos de pasajeros

Perfil del Cliente
 La mayoría de los consumidores ven el cambio de neumáticos como una "Compra de mala gana“, se califica como una necesidad costosa para que un vehículo este en condiciones de trabajo.  Los neumáticos se reemplazan cada 2.5 años, sin embargo la mitad de las compras de los neumáticos se hacen el mismo día en que el consumidor cae en cuenta de la necesidad de cambio.  La mayoría de las compras se hacen en pares (42% dos llantas, 40% cuatro llantas, 16% una llanta y 2% tres llantas)

SELECCIÓN DE ALMACEN DESEMPEÑO Vida de la rueda Tracción en mojado Maniobrabilidad Tracción en nieve Tracción en seco
Precio Agilidad en el servicio Personal confiable

Almacén bien presentado
Garantía de Vida útil (Kilometraje) Surtido de marcas Horarios convenientes

Segmentos de Clientes
 Compradores limitados por el precio

 Compradores orientados al valor
 Compradores orientados a la calidad  Compradores de prestigio  Conservadores

 Compradores Basicos (commodity buyers)
 Cazadores de Gangas  Clientes Confiados

 3/4 de las ventas se hacen con promociones en promedio 25% de descuento.

Goodyear utiliza principalmente dos canales para llegar al consumidor final
• Tiendas propias: 42 distritos con

20-23 tiendas cada uno. • Distribuidores Independientes.

DISTRIBUIDORES INDEPENDIENTES
Goodyear brinda soporte permanente a los distribuidores que consta de:
  

Jefe Distrito (28)

Ejecutivo Ventas (3)




Experiencia y entrenamiento Certificados en servicio automotor Software, Goodyear business management System. Publicidad nacional y regional Investigación de mercados

Consejeros regionales

Gerentes Ventas

Consejo Nacional de distribuidores

Altos ejecutivos

Todos los servicios tienen un precio, pero no son obligatorios

Gerentes de mercadeo

 Los distribuidores independientes permitían un mayor crecimiento 

 



a menor costo. 1992 Michellin cuenta con solo 125 tiendas propias pero se vende en mas de 7000 distribuidores independientes, además de estaciones de servicio y 95% de los almacenes tipo Sam’s club. Firestone = caso aislado, pierde participación al cambiar a independientes, 1991 y con 1550 TP. vuelve al modelo de DI. En 1989  El 70% DI. Vendian solo Goodyear  30% vendia otras marcas poco agresivas comercialmente. Para 1991  50% DI. Viendian solo Goodyear  50% DI. Vendian otras marcas agresivas comercialmente.

Baja participación las estaciones de servicio y aumentan los pequeños distribuidores y grandes cadenas de distribuidores independientes de llantas

La diferencia de precios entre canales hace que el usuario se incline cada vez mas por los pequeños distribuidores, los grandes distribuidores independientes y Wharehouse Club

 1989 Inicia proceso de desarrollo Newex. Se

busca algo diferente.  Se compara desempeño y gusto de los clientes para 10 diseños.  Surge Aqutread, con “Aquachannel”, mejor desempeño en condiciones húmedas.

Posicionamiento

     

Llanta de gama Alta 60.000 millas de garantía. Mercado de reposición Diseño patentado Costo de lanzamiento US$21M Lanzamiento durante las olimpiadas de invierno/92

Pruebas de mercado
Área metropolitana representativa

Aquatred
 62% de compradores

Invicta GS
 49% de compradores

reemplazaron no Goodyear.  91% compro 4 llantas. Calificación  5 Usuarios Bajo desempeño  180 usuarios desempeño excelente

reemplazaron no Goodyear.  54% compro 4 llantas. Calificación  3 Usuarios Bajo desempeño.  184 Usuarios desempeño excelente.

 Es Aquatred el producto adecuado para los

Distribuidores y para los Clientes?
Competencia: Michelin y Bridgestone 1993 80.000 millas Consumidor: Larga duración Bajo costo (marcas privadas)

 Que hará que los distribuidores sean fieles a

Aquatred?
“estaría mas interesado en una llanta de 80.000 millas que en una que saca el agua de la vía…. Aquatrade es una llanta boutique, pero donde debo poner yo mi dinero como distribuidor?”

RETOS
 Aquatred sólo puede ser lanzado en el mercado de reposición  Aquatred tenia mayor posibilidad de venta en los canales con niveles mas bajos de servicio, esta decisión aumentaría las ventas pero podía erosionar

la marca

 Los precios definidos para Aquatred estaban 10% por encima del neumático (llanta) de gama alta de la competencia (Invicta GS )

 Sus dos competidores Michelin y Bridgestone planean lanzar nuevos neumáticos para 1992 con las siguientes características:  80.000 millas de garantía  Mayores presupuestos de publicidad  El plan de lanzar el producto en los Juegos Olímpicos de invierno con solo la capacidad de producción para el segmento nacional de automóviles

Precipitación pluvial USA

ESTRATEGIAS
 

Selección del canal de lanzamiento teniendo en cuenta el posicionamiento del producto en el mercado (valued oriented buyers y Quality buyers) Posicionamiento y diferenciación del producto


 

Posicionamiento agresivo en areas de alta precipitacion pluvial
Centrarse en las competencias clave del negocio Se debe hacer hincapié en el segmento Premium (valued oriented buyers y Quality buyers)


 

Iniciar un programa de lealtad (CRM?)
El manejo de las ofertas se ha convertido en el precio final del producto lo que ha reducido el valor de la marca, se debe replantear la estrategia de promoción especialmente para esta gama. Debe reducir el impacto que tiene el posicionamiento de un canal especifico sobre todo el peso de las ventas, debe seguir desarrollando los nuevos canales y apoyando los tradicionales convirtiéndolos en canales rentables para la compañía.

Clientes orientados al Valor
Prefieren las marcas reconocidas y principales
Tienen algo de lealtad hacia una tienda especifica Buscan la marca de su preferencia al mejor precio.

Volver

Clientes orientados a la calidad
Son leales hacia una tienda especifica
Son leales a una marca o se dejan influenciar por el personal de la tienda.

Volver

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