Cooper Tires Marketing Mix (4Ps) & Marketing Strategy
Marketing strategy of Cooper Tires through marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion).
Cooper Tires Product Strategy:
Cooper Tires is one of the world’s leading tyre manufacturer. It offers only tires as a product but this too comes at a wide range as a part of its marketing mix product portfolio. The range of products like Adventurer A/T, Adventurer H/T, Adventurer H/T CUV, Adventurer Tour that are meant for SUVs and light truck and are suitable for all-terrain traction. They have tires like Cobra Radial G/T, Cooper Zeon LTZ, Cooper Zeon RS3-A and Cooper Zeon RS3-G1 that are meant for SUVs, CUVs and sedans and have various features like a smooth ride, classic muscle look, comfort, agile handling, ultra-quiet ride etc. Cooper Tires have special tires for harsh weather climates known as Discoverer A/TW, Discoverer AT3 4S, Discoverer AT3 LT, Discoverer HTP, Discoverer H/T Plus and other Discoverer range which offer features like enhanced snow capabilities, tight grip under severe weather like hot, cold, wet or dry, dirt & gravel resistant, sporty look, tires made for steep gravel slopes, rocky trails, muddy bogs, slush and black ice. They also offer a range of tires called Evolution that is made for cars and minivans and have features like a smooth ride, stability etc. Their other ranges include Lifeliner GLS, Trendsetter SE, Weather-Master WSC which are meant for specifically designed for sedans, coupes, CUVs, SUVs and light duty pickup trucks and come at a moderate price range.
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This concludes the product strategy in Cooper Tires marketing mix & strategy.
Cooper Tires Price/Pricing Strategy:
Below is the pricing strategy in Cooper Tires marketing mix strategy:
The pricing strategy of Cooper tires is value-based and varies from product to product. As the features in a tire increase so does the price of the product.
They have tires ranging from under $100 to $500 depending on the type and style. The company also offers tire packages by vehicles, size & range. The company also offers a myriad of promotions and rebates so as to offer discounts to its customer. Even though a lot of research goes into the development of different types of tyres the pricing strategy of Cooper Tires is such that it caters to each and every kind of customer needs especially in the tire segment.
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Cooper Tires Place & Distribution Strategy:
Following is the distribution strategy in the Cooper Tires marketing mix:
Cooper Tires has a global presence. Its tires are developed and designed in Ohio, Melksham, England, Findlay, China and Kunshan. The vehicle test centre is located in San Antonio, Texas. This vehicle test centre is a top-notch facility where Cooper products are tested and refined to ensure tires high in quality providing maximum performance are delivered to the customers. Cooper Tires has manufacturing centres in North America, Europe and China and distribution centres across the globe. Apart from this its products are easily available in stores.
the company also has an online website where any customer can decide the type of tire he or she wants to purchase based their needs, this also helps expand the reach of the brand to the consumers.
Cooper Tires Promotion & Advertising Strategy:
The promotional and advertising strategy in the Cooper Tires marketing mix is as follows:
Cooper Tires to promote its products offers area-wise promotion scheme to its customers. All the customer needs to do is to enter the zip code of the locality in its online website and search for various promotions in that area/ locality. To promote its products it has been official tire of different Formula 1 races like A1 Grand Prix, British Formula Three Championship, FIA Formula Two Championship, Champ Car Atlantic Championship, Mazda Road to Indy, FIA World Rallycross Championship and Indy lights to name a few. In April 2010, its sub-brand Avon presented a formal proposal to FOTA (Formula One Team Association) to make them the official tire supplier for F1 Season 2011. Hence this completes the Cooper Tires marketing mix.
About Cooper Tires:
Cooper Tires was officially established in the year 1920 by John F. Schaefer and his brother in law Claude E when they purchased M&M manufacturing company in Akron. M&M manufacturing company was producing, tire repair kits, tire patches, tire cement etc. A year later it was acquired The Giant Tire & Rubber Company which specialised in making tires for motorbikes, road cars and tires for motor racing. The was incorporated in 1964 as Cooper Tires & Rubber company. Over the years after series of acquisitions it has gone on the become America's fourth largest manufacturer of tires.
It has developed a niche market for itself and is ranks among the world's top ten tiremakers. Today almost 9200 people work for Cooper tires and the brand is worth $300 million worth of shares.
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