Repositioning an Industry leader for a whole new market segment.
- Client
- BEDROCK
- Industry
- Tyre Manufacturing Industry
- Services
- Brand launch, brand positioning, digital marketing
About the Company
Poddar Tyres Ltd has long been known for its corporate values/ethics as well as its formidable product quality and customer service. The great quality and innovation of our tyres & tubes have been officially recognized through the receipt of many awards and international certification. Whether your interests lie in Motorcycle, Scooter, three-wheeler, E-rickshaw, or Bicycle Tyres & tubes, you will indeed be inspired by our vast portfolio.
The Challenge
The company needed to revamp its original business cycle tyre manufacturing, moving to modern times. It needed to be upgraded to command a high perceived value. Traditionally, it was a cycle tyre manufacturer, but it needed to move forward to launch tyres in the motorcycle segment.
Requirement
To launch a motorcycle tyre brand and be a preferred brand among peers. Tuff Tyres aims to create a new brand that resonates with the motorcycle market but doesn’t want to lose its old branding’s existing customers. The challenge for us was to find a way to rebrand without alienating their existing customers.
The Solution
Brand Launch:
Taking the company’s principles and values and using them as a starting point, we created a plan by bringing a new brand for launching their new product- tyres in the motorcycle segment.
Brand Positioning:
We brainstormed to bring the design & company values together. This is why we came up with a high-perceived value brand by repositioning it to a tech-savvy one with new technology and preferred among influencers. This included providing a brand manual with standards and guidelines across all spectrums.
Digital Marketing:
We mapped the customer journey and psychology and arrived at a unique technological hook called “Nitro cure”. We updated the visual brand language to all communication touchpoints by revamping the package design from a strategic perspective.
Client's Feedback
We wanted to give our company new wings, and Libcom branding was the right partner. The team has helped us take our ideas and shape them into a unique and inspirational brand. They also devised a strategy for our launch, and we could not be more thrilled with the results.
Anubhav Poddar
MD, Bedrock tyres