Strategy Myth 12aYou sell tyres by selling performance
Kumho, one of the world’s top five tyre makers, was not well known in the UK. They asked Kevin Murphy and his team to begin to address this.
The team decided to step away from the technical and performance territory so fiercely fought over by other tyre brands and instead, to take a sideways-look at the problem and develop a more human face:
When you buy or sell Kumho Tyres, you’re making a difference to both safety and society. New strapline:
Kumho. Making a Difference
Charity promotions and support for local good causes engaged Kumho dealers with their communities, while safety was addressed by Playsafer – a unique road safety programme delivered to schoolkids, their parents and teachers in association with the police, Sir Bobby Charlton, Ryan Giggs, Rio Ferdinand, Wayne Rooney and other Manchester United legends.
The programme was launched at Old Trafford itself, where hundreds of kids and their dads honed soccer skills and road safety awareness, while also having loads of fun.
They entered the event through the Kumho arch, dribbled the ball through Kumho tyres, learned about situation awareness and safe crossing, then took away Kumho branded T shirts, skills cards and an official certificate (picturing their favourite soccer stars of course).
The events then rolled out to Manchester schools and spread out nationally within a few months. Interest and excitement were intense, with the Playsafer website recording visits from 84 countries and the brand enjoying widespread press and TV interest.
Did all this make a difference to the brand? Absolutely. Increased awareness, coupled with unique emotional differentiation has helped Kumho to become a well-established upper mid-range player in this crowded, competitive arena.