Apollo Tyres has planned to boost its brand value in the UK market; a first in the three event series has already been accomplished recently. The event saw its MD, UK operations; reveal strategic information on the same.
Apollo Embarks on Brand Building Strategy
The pinnacle of The Gherkin played a witness to the first in the series of three UK brand building events planned by Apollo Tyres. The tyre major’s UK MD, Stuart Jackson, oozed charisma with the Shard in his background, while he spoke about the company’s plans for growth in UK.
Apollo has the following major plans. There’s a new bus and truck tyre portfolio in the pipeline along with its fourth generation passenger car products. It will invest a sizeable amount in the UK market to foster the growth of its brand. Apollo Vredestein has targeted speaking to over 400 tyre industry stalwarts during this three-event sequence.
The Best is Yet to Come
Stuart Jackson revealed that Apollo is willing to dedicate a massive two million Euros to fortify its brand value in the UK. He added that the company will implement a fresh marketing strategy, in conjunction with “best in class” point of sale paraphernalia. Also, there’s a new tour truck designed and built to do rounds in UK. In a nutshell, Jackson stated that the brand will create one of the largest impacts in visibility, seen by auto industry in several years.
Certain potential dealers expressed that Apollo’s scale of investment and the way it’s promoting its brand value is quite impressive. And there’s more to follow this high-profile brand building exercise; two more events will be held later this month at Edinburgh Castle and Old Trafford football arena, which are among UK’s most iconic venues.
Ephemeral brand building is not what Apollo aims at. Its ultimate goal is to become Europe’s brand of choice, and Jackson expressed that Apollo is focusing on developing a product catalogue to meet this challenge.
Apollo Vredestein already builds TBR tyre products for markets out of Europe. And it will spend the year 2014-15 in testing and strengthening relationships with CV tyre dealers in a bid to launching these in Europe.
Moreover, Apollo plans to enhance its PCR range, by introducing fourth-gen products. These will include UHP and cold weather fitments. Launching a latest four model SUV tyre range, suitable for various terrains and winter usage, will be a part of its branding strategy too.
Apollo to Make Up for Missed Opportunity
In the end of 2013, Apollo missed an opportunity to find a place among world’s top 7 tyre manufacturers, with its deal with Cooper Tire being called off. Apollo, despite the failure of its audacious corporate move, is totally optimistic about its future. It is focusing its energy entirely on building its “young” brand, here in UK.
The tyre maker’s ability to turn its event at The Gherkin into a smash hit, or signing the Juan Mata, is a testimony to its commitment and persistence. These moves signify Apollo Tyres’ movement on the upward trajectory despite turbulent times it has faced.
Source: Tyre Blog
Published: 14 Feb 2014