J little projectcpart2

Forsyth Advanced Solutions TireS D E S - 7 0 4 – O L | W I N T E R 2 0 1 2 | P R O F E S S O R M A R I A H H A Y

P R O J E C T B R I E F

Forsythe Rubber Products is a publicly owned corporation. They are an Ohio

based manufacturer of tires for the original equipment industry whose

customers include major branded tire manufacturers – Michelin, Firestone,

Uniroyal, as well as mass merchandisers such as Wal-Mart and Pep Boys

who carry their own private label products in additional to major brands.

Forsythe has been a very successful company in the business-to-business

sales model.

Currently, Forsythe is feeling the pressure of its shareholders’ expectations

for growth. This has made Forsythe Rubber Products a little uneasy, so a

management team has responded to this with a well-funded initiative, code

named FAST – Forsythe Advanced Solution Tire, to create a proprietary

branded product that would generate higher margins for its shareholders.

This proprietary product will incorporate Forsythe’s exciting new

technology; colored rubber for tires.

F A S T : S P E C T R U M | C O N C E P T

Color-coding creates a system for mobilized customer service.

• This system implements Forsythe’s colored rubber technology to offer

exceptional customer service that goes far beyond the initial tire purchase. It

will challenge the purchasing habits of those who trust the opinions of others’

above their own judgment, through colorful and simplified tire maintenance

education.

P E R F O R M A N C E A L L – T E R R A I N E C O / T O U R I N G S A V E R

F A S T : S P E C T R U M | M A R K E T D I F F E R E N T I A T I O N

Differentiates and identifies tire brands within the FAST family line.

Performance = Red rubber psi recommendations, branding and size on side of tire.

Layers of red rubber indicate significant tread wear, as well as side wall damage

and tire punctures. Includes high-performance tread for all weather, and run-flat

technology.

F A S T : S P E C T R U M | M A R K E T D I F F E R E N T I A T I O N

All-Terrain = White rubber psi recommendations, branding and size on side of tire.

Layers of white rubber indicate significant tread wear, as well as side wall damage

and tire punctures. Includes largest tread for aggressive, off-road driving conditions

and run-flat technology.

F A S T : S P E C T R U M | M A R K E T D I F F E R E N T I A T I O N

Eco/Touring = Green rubber psi recommendations, branding and size on side of tire.

Layers of green rubber indicate significant tread wear, as well as side wall damage

and tire punctures. Manufactured using the least amount of natural rubber for the

line, as well as low-rolling resistance technology.

F A S T : S P E C T R U M | M A R K E T D I F F E R E N T I A T I O N

Economy = Blue rubber psi recommendations, branding and size on side of tire.

Layers of blue rubber indicate significant tread wear, as well as side wall damage

and tire punctures. Smallest tire in the FAST line, radial tread and low rolling

resistance technology, and lowest priced.

F A S T : S P E C T R U M | C O L O R F U L B R A N D I N G

Color-coding creates a system for mobilized customer service.

• Guides consumers in their tire selection and purchase decisions, dependent on

their specific needs/values.

P E R F O R M A N C E A L L – T E R R A I N E C O / T O U R I N G S A V E R

F A S T : S P E C T R U M | C O L O R F U L B R A N D I N G

Purchase Cycles

• Point of purchase displays located in local retail and independent tire dealers,

such as Wal-Mart, Pep Boys and Savannah Tire.

• The FAST website could feature the Spectrum line on it’s home page, and offer

online purchasing for vendors as well as individual customers.

F A S T : S P E C T R U M | R F I D T E C H N O L O G Y

All tires feature layers of colored rubber banding, to communicate:

• significant outer tread wear, communicating the need for a tire rotation.

• significant inner tread wear, communicating the need for a tire replacement, or closer inspection.

• tire punctures, cracked walls, air leaks, etc.

F A S T : S P E C T R U M | R F I D T E C H N O L O G Y C Y C L E

The technology cycle is user-centric. To the left we see the user’s connection to web

and mobile; the connection between web, mobile and tire — facilitated by the RF

FAST ID and internet access.

R E F R A M I N G F A S T : S P E C T R U M | M O B I L E C A P A B I L I T I E S

All tires include RF chips embedded in colored rubber layers, and

communicates directly with the user via computer or mobile phone

to alert in the event of:

• significant tire pressure loss

• an initial appearance of colored rubber layer, and links directly to a brand-

specific resources for diagnosing the tire problem, as well as a list of resources

on where/how to rotate or replace a tire if needed.

F A S T : S P E C T R U M | M O B I L E C U S T O M E R S E R V I C E

Think of this campaign a pitch for the mobile mechanic, not just tires. It’s just

another way for Forsythe to continuously offer exceptional customer service that

goes far beyond the initial tire purchase.