Escolar Documentos
Profissional Documentos
Cultura Documentos
Aquatred Launch
Dr. Prafulla AGNIHOTRI
Professor Marketing Group,
IIM Calcutta
Case: The Aquatread Lau
nch
All
PriceValueQuality
Buyers Constrained Oriented Buyers
Commo
Buyers
Goodyear
13
16
17
18
10
Michelin
13
24
22
Other
19
18
20
25
16
Uncommit
ted
55
57
39
35
68
Brand Switching
Exhibit 8
10
11
12
Loyalty to
Specific
Outlets
Price
constrained
Price, then
brand
Price
Outlet
Extensive
Moderate
( s/to price)
Very low
Extensive
High
Very low
Very high
Mod. to low
Mod. to high
Very high
outlet Brief
brand Brief
Extensive
Low
Case: The Aquatread Lau
Brief
Low
nch
Low
13
Very high
14
Goodyears Distribution in
Replacement Market
Industry Goodyear
Garages / service stations
Warehouse clubs
Mass merchandisers
12
Manufacturer-owned outlets
27
63
58 (incl. franchised
dealers)
Others
4
Case: The Aquatread Lau
nch
15 (gov.t agencies)
15
16
17
18
19
20
Thank You
21