Promotional Plan For Michelin Tires

Running head: MARKETING
Marketing
Name of student
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Author note

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MARKETING
Executive summary
The Report was designed to present the promotional plan for Michelin Tires in
Australia. The Canadian market was first analysed and based on that, the promotional plan
was developed with the assessment of product, price, place and promotions managed by the
company and also how it allowed the company to target the specific market segments quite
comprehensively. The promotional plan was integrated with the help of social media
promotions and also by using consumer sales promotions and various other digital platforms
for create awareness among people, establish brand equity and positive image too.

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MARKETING
Table of Contents
Situational analysis.....................................................................................................................4
SWOT analysis...........................................................................................................................5
Competitive advantage...............................................................................................................6
Target market, positioning and strategies..................................................................................6
Creative objectives.....................................................................................................................7
Promotional recommendations...................................................................................................8
Proposed Media Execution & Overall Budget...........................................................................9
Methods for promotional plan....................................................................................................9
Exhibits....................................................................................................................................10
References................................................................................................................................10

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MARKETING
Situational analysis
a) Canadian market
The Canadian tire market comprises of over $4.9 billion, as recorded in the year 2018
and has been growing at a CAGR of 4.9 percent, high ensures reaching a target of over $6.5
billion by the end of the year 2024. The increased rate of industrialisation and management of
online sales within the tire industry have further benefited the companies to increase retail
sales annually (Michelin.ca, 2020).
b) Analysis of brand
i) Product
The products of Michelin Tires include tyres for passenger cars. SUVs and also customised
tyres. The company also extends its product range by producing Pilot tyres, Latitude line of
tyres, Energy line of tyres and broadened the product range by adding tyres for bikes as well
(Michelin.ca, 2020).
ii) Current Target Market
The target market comprise of customers, especially more male dominated and the racers,
drivers and truck drivers and truck owners too.
iii) Positioning
The company positions itself competitively so as to gain greater outreach to different market
segments and fulfil the varied needs of people much more comprehensively.
iv) Pricing
Because of the focus on quality and long lasting performance, the competitive pricing has
been used by Michelin, which also vary on the basis of exchange market globally. The prices