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