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CEAT Digital Marketing
June 3, 2019

CEAT – Leading Tyre Manufacturer

Issue

Light Commercial Vehicles  (LCV), though a growing  category wasn’t doing too  well for the brand, despite  having a good range and  price competitiveness.

Intervention

Massive Qualitative research  LCV Drivers, Mechanics,  Distributors and retailers

 

Category and Usage immersion:

We identified a positioning mismatch that did not address usage-based perceived weakness of the tyre flexing more and worked on realigning the product’s suitability for heavy loading that culminated in the launch of a  well-differentiated product line.

Impact

Buland range of tyres launched and became a hit with channel partners with an off-take of 2000 tyres in the first month.

Post-launch research showed higher saliency and category traction.

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Aditya Bharadwaj
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