Building on the ‘Intelligent’ theme of the 2006 Marangoni/Group Tyre marketing campaign, key dealers will be known as ‘Intelligence Centres’ and strongly branded with prominent exterior signage and themed point-of-sale material.
“We are promoting the Marangoni brand through one of the strongest campaigns in the industry. In Europe, our brand visibility is high and this European level of exposure is also one of our objectives in the U.K. as we continue to build brand share. We have adopted the ‘Intelligent’ approach for the campaign because the U.K. customer base is sophisticated and U.K. consumers make considered choices on their purchases,” said Marangoni’s Derek Carruthers. “From the new Mythos UHP tyre positioned at the top of the performance spectrum and through to the rugged Maxo 4×4 tyre, the huge Marangoni range covers every market need,” he added described Marangoni as a “premium European manufacturer.
The Marangoni ‘Intelligent’ theme will be strongly promoted at retail level throughout 2006. Potential customers are to be exposed to the premise that Marangoni is the intelligent tyre choice through strongly-themed “point-of sale imagery.”
A range of branded items will be available to dealers either based on Marangoni sales volumes or available for purchase. These items including chronograph watches, umbrellas, pens, mugs, coasters, note blocks and desk pads. Branded clothing will also be made available to Marangoni stockists. The range includes fleeces, combat-style work-wear trousers, pilot shirts, t-shirts, polo shirts and baseball caps. “The Marangoni brand has never been more strongly promoted at retail level and this is a key element underpinning our 2006 marketing activity,” said Derek Carruthers.