Problem: In 2005 Goodyear Dunlop Tyres owned 40 outlets without common branding, values or business models. Traffic was briefed to develop a new branding and marketing strategy that would achieve market dominance over time.
Solution: New brand name ‘AUTOCARE’, new brand equity signal (Goodyear ‘JACK’) backed by a ‘One stop shop’ positioning and a promise – “We’ll keep you running”.
Results: Today, five years later Goodyear Autocare is a vibrant, highly successful brand with 130+ franchised outlets and plans for continued growth. The success has been due to a combination of rigorous adherence to the Goodyear franchise model and the values and professionalism of the franchisees who now know the commercial value of lifetime customers.