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Indian Problem Solvers: How do we establish brand awareness of our tires in India?
business marketing strategy customer experience brand development customer engagement branding & identity consumer insights market planning
$1,600
top 25
93
submissions
DONE
31 months ago
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Due to the nature and general focus of this brand launch, this challenge is open to Indian-Solvers only. Location will be verified and if you are not currently in India your submission cannot be accepted.

BFGoodrich is a well-known tire brand in the United States. Whether you are a commuter, an off-road enthusiast or something in-between, BFGoodrich has a wide range of products available to suit all driver needs/preferences. However, our brand is not currently available in India and, with our upcoming brand launch in India, we need your help to better understand the market. Establishing brand-awareness in a new country/market is of the utmost importance in order for the launch to be successful. Therefore, we want to hear from the Indian solvers to solicit the perspective of people who live in India. 

We want to gather your knowledge of how Indian citizens learn about new products, what the ideal go-to-market strategy should be, what that best value-proposition is, and more! It will help to research BFGoodrich as a whole, but we do plan to launch two specific tires to begin with -  the KO2 All-terrain tire and the KM3 Mud-terrain tire.

Deliverables

Imagine that you just got hired by BFGoodrich Tires- congratulations!  You are now responsible for launching the tire brand in India, (specifically the KO2 All-terrain tire and the KM3 Mud-terrain tire) and you have a limited budget. Using your knowledge of what you know about the Indian market and its residents, please outline your strategy of how to win in India. 

  1. Based on your knowledge of the market, what strategy would you use to successfully launch a new tire brand in India?
    1. Who are your main competitors?
    2. Who are the key retailers you would approach?
    3. What things would differentiate you from competitors? 
    4. Would you focus on product performance, brand heritage, or lifestyle the brand could enable?
  2. Who is your primary consumer target and how would you engage them? Please describe who they are from a demographic and a socio-economic perspective.
    1. What do they care about? 
    2. How would you make them aware of your brand? 
    3. What channels, events, platforms, etc. would you use and how will these methods work within a small budget? 

BONUS: Is there a brand that has launched a product successfully in India that we can learn something from? What did they do? Why did it work?

    Submissions will be graded on the following criteria:
  • Rating
Reward Tiers
5 Winners
will receive $120 each
20 Honorable Mentions
will receive $50 each
Leaderboard
$120.00 Picture?width=160 IIM Ahmedabad
$120.00 Picture?width=160 IIM Ahmedabad
$120.00 V Indian Institute of Management - Bangalore
$120.00 Square pic 60 img 20220607 104644 702 Galgotias University
$120.00 Square pic 60 dsc 0073 72 dpi Indian School of Business
$50.00 Square pic 60 img20190108124848 Manipal University
$50.00 Square pic 60 img 1026 University of Salford
$50.00 Square pic 60 img 20200130 wa0030 M S university vadodra
$50.00 V Christ University
$50.00 Square pic 60 dog and cat cuddling cropped Mumbai
$50.00 N BITS Pilani
$50.00 Square pic 60 priyansh jain 7 Birla Institute of Technology, Mesra
$50.00 Picture?width=160 B.S.A Crescent university
$50.00 Y VIT UNIVERSITY
$50.00 D OP Jindal Global University
$50.00 A Indian Institute of Management - Ahmedabad
$50.00 Square pic 60 cropped Rajasthan Technical University
$50.00 H IIM Bangalore
$50.00 Picture?width=160 Indian Institute of Technology - Bombay
$50.00 N G.M university
$50.00 A Bangalore Institute of technology
$50.00 A Indian Institute of Technology - Bombay
$50.00 Square pic 60 whatsapp image 2019 10 18 at 13.14.05 BITS PILANI
$50.00 S Bangalore central University
$50.00 Square pic 60 capture dp IIM Rohtak
Submission questions

Do you own a personal vehicle?

(Required)
Yes
No

What is your primary form of transportation in India?

(Required)
Personal vehicle