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Goodyear faces multiple issues regarding the launch of the Aquatred. I feel that pursuing the following strategies would make this a successful launch:

Strategy for the Aquatred launch

• Target Market Strategy: Goodyear should target value-oriented and quality buyers (Multi market strategy) for the Aquatred tire. Exhibit 7 shows that in these two segments Michelin is stronger than Goodyear and we can also see from Exhibit 8 that 44% of Michelin customers are loyal to their brand, which is the highest. So, it would be hard for Goodyear to attract their customers but now they have a very good product, which suits these two segments perfectly.

• Market entry time: Goodyear should launch the Aquatred in January 1992 during the winter Olympics. As Michelin and Bridgestone are introducing new products in 1992 with a higher warranty and heavy advertising, Goodyear must advertise in a big stage to attract the customers.

• Product positioning strategy: Goodyear should position the Aquatred in such a way through advertising that the customers perceive it as a different kind of tire. The advertising should appeal to the informed buyer. Goodyear should start with heavy advertising ensuring that customers know the name ‘Aquatred'

• Pricing strategy: As Goodyear is positioning the Aquatred at the top of the broad-line tires, they should convey this message through the price. So, Goodyear should train and monitor the sales people so that they highlight wet traction and hydroplaning feature more.