Research based Brand Strategy
Since David Hensley led the rebranding of Giti Tire while at Lippincott, Hensley Partners have worked with Giti Tire around the world doing extensive market research into the drivers of demand for tires and then developing brand strategies based on the insights from this research.
B2C and B2B Research across 6 Continents
Our research reached 20,000 consumers across 6 continents, covering the Australia, Brazil, Canada, France, Germany, Indonesia, Italy, Malaysia, Nigeria, the Philippines, Singapore, Spain, the UK and the USA. We also did research with tire retailers and in-store observation of consumer purchasing behaviours. Using factor analysis we were able to identify what actually drives consumer choice (as opposed to what they say drives them), and see how this varied around the world. It was interesting to see that the Nigerians were the most sophisticated tire buyers, and the Brazilians the least.
Brand and Marketing Strategy
We subsequently worked with them on market entry, brand marketing and advertising strategies across their multi-brand portfolio.
This has enabled them to successfully grow their business internationally. They now sell into over 130 countries and have built market share so that they have reached the global top 10 - which was considered an audacious goal at the start of the brand strategy work.
Corporate Communications and Annual Report
We have also supported them in their corporate brand communications, including the website and Annual Report.