Continental Tyres announces attacking approach to auto tyre market
Continental Tyres vows to use attacking plans through all channels as Thailand is enjoying the growth of its auto tyres market. The plans include nationwide marketing activities to increase sales, and the release of new ContiMaxContactTM MC5, tyre for any type of affordable and luxurious cars which provides fun driving, superior comfort and German-quality safety.
Pheera Phatthanangkul, National Sale Manager-PLT, Continental Tyres Thailand, said since the official opening of the Thai office in 2009, the company's market share has continuously expanded during these three years. Now it targets to increase the market possession to 5% in the next two years. To approach the auto tyre market, attacking marketing plans will be deployed through all channels, including sale agents and retailers. Not only does the company plan to increase its retail shops to 300 as an attempt to reach consumers nationwide, the shops will also be developed and standardized according to the Continental standards or "Conti-Shop". The international leading tyre maker is also going to import auto cars from Asian and European sources to sell in Thailand at 80% and 20% respectively.
The company's marketing strategy will focus on creating a difference. High quality products are manufactured with the integration of technology from Germany, the country which is widely known for innovations, and environment-friendly technology. We understand the problems and put our hearts in our services. Our major marketing campaigns will reach all groups of customers, including distributors, retailers and users. As part of the branding and sport marketing, we have become an official sponsor of the UEFA EURO 2012 and the 2014 FIFA World Cup.
“The target of Continental Tyres’ marketing strategies is to make this premium brand known and desired in the market. The unique identity, appeal to consumers and differences from competitors are our strengths that will drive our retail sales and increase earnings in the long term”
This year Continental Tyres plans to release ContiMaxContactTM MC5, new tyre that will meet the growing domestic auto market. The product will be promoted through marketing activities, test drives, road shows and promotional campaigns.
“ContiMaxContactTM MC5 makes driving enjoyable with its capability and superior comfort. The applied technology makes the driving silent, soft and smooth. The nooks of tyre treads are installed with anti-noise instruments in order to spread the noise waves occurring in the nooks. Lopsided tyre treads reduce the noise level and provide soft, smooth and fast driving, and effective control when driving on a dry road. The big, arched rim of the tyre tread prevents the tread from becoming slippery. That makes sure that the tyre keeps its stability and remains under control despite fast driving. The mixture of silica and polymer creates highly stabilizing polymer crosslink that provides an effective grip on a wet road. The tyre, coming at 16-18 inches, is suitable for cars that are designed for fast, silent, soft and safe driving.
Pheera believes the domestic tyre market will experience positive impacts from this year's auto industry, which, driven by introduction of new passenger cars and commercial trucks, is expected to expand and spur high competition in the domestic tyre market. It is estimated that eight million tyres will be produced this year, or an increase by 3-4% on year.
