Dunlop Marketing Mix (4Ps) & Marketing Strategy
Marketing strategy of Dunlop through marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion).
Dunlop Product Strategy:
Dunlop is a leading tyre manufacturer which supplies tyres to all over the world for cars, commercial vehicles, heavy trucks etc. Dunlop Tyres produces nearly 200 million tyres each year. Dunlop product line in its marketing mix offers multiple varieties of tyres like-
• Direzza Tire: Combination of sporty style with high-powered performance for extreme drivers
• Grandtrek Tire: Combination of high design with high-performance handling for SUVs and trucks
• Graspic Tire: Expert design to provide control and traction during winter
• Rover Tires: Rugged design combined with enhanced all-season grip for adventures
• Signature Tires: Sleek design, quiet comfort, and better handling
• SP Sport Tire: Sleek design and ultra-high performance
• SP Tire: Provide all-season traction and better grip for adventures
• Sport Maxx Tire: Precision and power combined for luxury sport performance
• Winter Maxx Tire: Gripping and traction for winter roads
Dunlop also offers tyres by vehicle type- car, minivan, crossover, SUV, truck or pick-up and by tyre feature like all terrain, run flat or sport performance. One can also buy tyres based on weather preferences: all season tyres- fit for all seasons, summer tyres- made to function in hot weather conditions and winter tyres- made for cold temperatures and terrain. Dunlop also offers a host of services for both automotive and tyres including but not limited to air conditioning, brake system repairing, steering and suspension, tyre rotation, tyre installation etc.
Image: Wikimedia
This concludes the product strategy in Dunlop marketing mix & strategy.
Dunlop Price/Pricing Strategy:
Below is the pricing strategy in Dunlop marketing mix strategy:
Dunlop follows value based pricing strategy, with the price of tyres increasing as the number of features increases. As it invests heavily in research and comes up with high technology tyres, Dunlop keeps the prices of its products at a premium as a part of its marketing mix pricing strategy.
The car/minivan tyres start at $69 and are priced at $557 for the SP sport maxx variety. Crossover tyres from Dunlop are priced from $99 to $222, while SUV tyres vary from $90 to $448. Prices vary on the basis of specifications and requirements. It is expensive than mid-range tyres, but is still priced in the lower strata of premium tyres as the competitors like Pirelli and Cooper tyres charge more than $1000 for some of their tyre variants. Therefore, it is suitable for buyers who want a good value and brand for their money.
Read more about Dunlop
Dunlop Place & Distribution Strategy:
Following is the distribution strategy in the Dunlop marketing mix:
Dunlop tyres has its headquarters in Akron, Ohio, USA. Dunlop operates across four regions worldwide – North America, Europe, South Africa and Australia and New Zealand under its parent company Goodyear Tire and Rubber Company. Apart from having a physical presence through a strong dealer network, Dunlop also has a very good online presence in the form of dedicated websites for customers to buy tyres as per their needs and specifications. There are different websites for catering to different regions- US, Europe, Australia and South Africa separately. The websites help users in not only identifying tyres specific to their vehicles, but also tell them about the various other products offered by Dunlop tyres, in effect serving as an online product catalogue. The website also tells about the various services offered by the company in automotive and tyres segment.
The Dunlop tyre company is present in around 22 countries where it employs over 73,000 people.
Dunlop Promotion & Advertising Strategy:
The promotional and advertising strategy in the Dunlop marketing mix is as follows:
Dunlop does its promotions mostly in association with automotive brands, for example in auto expos. It also advertises through its webpage with catchy slogans like- “Drive with confidence”, “Drivers know”, “Driving to the Future” and “For smooth, comfortable ride”, the latest one being - “The arrival is as important as the journey”. Such taglines help position itself as an innovative, trustworthy and stylish brand. The Dunlop tyre company also supplies tyres to world car racing championships like the British Touring Car Championship where it has been supplying since 2003, the V8 Supercars Championship since 2002 and the most recent (from 2015) European Le Mans Series GTE class. Such tournaments, apart from being a good business opportunity, also help in a lot of promotion for the tyre brand. As sales promotion strategy, the Dunlop also offers discount coupons on its service offerings on purchase of tyres. Sometimes it associates with other brands for promotions. For example, it collaborated with Amazon, in association with its dealers and offered Amazon gift cards on the purchase of Dunlop tyres in UK. Such promotional activities help increase the sales of Dunlop tyres. Hence this completes the marketing mix of Dunlop tyres.
About Dunlop:
Dunlop Tyres was established in 1889 in Birmingham, England by Jon Boyd Dunlop. It is one of world’s most advanced and well renowned tyre manufacturing company. With a heritage of over 125 years, it has come a long way in the innovation of tyre manufacturing and has led way to a number of breakthrough technologies in tyre industry. Dunlop was the first company to develop pneumatic tyres in the world in the late 19th century and has a strong brand equity. Dunlop tyres focuses on innovative designs and high-performance products which is a major differentiating factor from other brands. Dunlop is a subsidiary of Goodyear Tire and Rubber Company, USA and has a host of competitors in the industry who are doing very well like Bridgestone, Michelin, Cooper Tyres, Continental, Yokohama and many more.
The world tyre industry is slated to grow due to growth and high automotive demand in the developing markets of Asia. Industry analysts suggest that overall demand will rise by 4% to 3 billion units by 2019.
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