Conti's grassroots efforts help build brands.(Special Report)

Tire Business, May, 2008

Byline: Bruce Davis

Continental Tire North America (CTNA) Inc.'s efforts to build brand equity for both the Continental and General brands are, well, unorthodox to say the least.

Lacking the advertising muscle of its larger competitors, the CTNA marketing team has opted for a number of grassroots-even guerrilla-like-marketing efforts.

Starting with the firm's current General Tire consumer advertising campaign-"the official tire of mermaids/ninjas/etc.''-CTNA's marketing managers are pushing the brands into corners of the marketing universe few thought possible.

A prime example of grassroots marketing is securing the official tire rights for the General brand for the entire scope of Lucas Oil Co.'s motorsports sponsorship efforts,...

Read the rest of this article with a Free Trial at HighBeam Research.

Premium Content Partnership | HighBeam Research provides an in-depth online archive library of reference works.