From the high-priority 2012 calendar release ceremony of Pirelli to Michelin's "patience" campus activities, from Bridgestone's down-to-earth "people-to-people line" to the German horse branding in all kinds of football fields... It is reported that the degree of tension in the " soft contest " of the brand is not inferior to the "close combat" of product sales.
Bridgestone: The market is missing what I give
Compared with Pirelli's "high profile," Bridgestone, a tire brand born in Japan, seems to have inherited more Japanese courtesy, courtesy, and pragmatic characteristics.
Its marketing activities in the Chinese market in 2012 - Bridgestone 2012 "TCS Tire Safety Checkpointing Activity", "IloveTire Baby Love Tour" 2012 National Tour of Safety and Environmental Protection Activities, "Exploration --- Years to protect the jade environment Protecting the “Body Philanthropy Tour†and the “Happy Typhoon†of the Happy Family Creative Park, the large-scale environmental public welfare activities... all emphasize “parent-childâ€, “low-carbon environmental protection†and “quality and safetyâ€, and these are precisely what Chinese society and government Needed or emphasized.
Bridgestone part of the event
From a worldwide perspective, recently, Bridgestone released the "100% sustainable materials" project, and announced that by 2050, the company's tire raw materials will all use renewable resources. This is undoubtedly a big move in response to the global trend of "low-carbon environmental protection" and "green tires."
In contrast to Pirelli's "wind and fire," Bridgestone's marketing approach is "taking soft gram just." It is also like a whisper to the public's "speaking" way: "Come on, I am safe, natural, and enjoyable."
Michelin: Long Line Big Fish
As the tire giant with the longest time in the Chinese market, Michelin is more leisurely, but behind its continuous "campus security", the marketing strategy of "long-term, big fish" is obvious.
Throughout 2011 and 2012, the “Michelin Road Safety Campus Line†activity was carried out on the primary school campuses in Chinese cities.
2012 "Michelin Road Safety Campus" activity
There are no statistics on the number of students who have participated in this activity. However, if this is done for 5 years and 10 years... I am afraid that the first tire brand that Chinese primary school students know will be Michelin, and besides, it will be “white and tenderâ€. The "Mr. Michelin" can also get a strong feeling of goodwill from the children.
As a result, when these children grow up as car consumers, what tires will they choose? The answer is self-evident.
According to statistics, the ratio of tire production to car ownership in the domestic market is approximately 10:1. Therefore, as China's car ownership increases, the replacement tire market will have a stronger driving force for tire sales. This also proves the correctness of Michelin's "Catch from Doll" to cultivate a loyal consumer strategy.
From this point on the analysis of Michelin's marketing "language", perhaps it should be: "We are good friends who grew up together."
Horse: Orange forever on the football field
In the recent fiery European Cup, the most eye-catching addition to the various football players, it will be counting from time to time to "fall in" the horse's tire orange billboards.
Horse brand tires support various activities
According to incomplete statistics, Ma Tire sponsored the UEFA Champions League in 1995-2000, the 2006 World Cup in Germany, the 2008 European Cup in Austria and Switzerland, the 2010 World Cup in South Africa, the European Cup in 2012, and will be held in 2014. Brazil World Cup.
The horse's "love" for football matches is almost equivalent to Pirelli's "love" for F1. The effect is also obvious: years of European brand marketing have contributed to the 30% share of the European card market; So seizing the World Cup in Brazil is inextricably linked to its share of more than 10% of Brazil's replacement tire market.
Some people say that there are horse tires where there is football. The brand voice that the horse is trying to deliver is: “You love football, I love football, and we have a common language.â€
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