Marketing and Implementation

The study recognizes that there exists social responsibility on the part of manufacturers, dealers, customers and other parties that are involved in the production, trading and usage of different products. Hence, in the automotive industry, each of the stakeholders has a special role to play in relation to the preservation of the environment. The focus of the study is to impart to these different stakeholders that they have a responsibility to protect the environment in their production, trading and usage of tyres.

It highlights the fact that environmental issues should also be of concern to these stakeholders in their usage or production of tyres as the same affects our environment. If one is to look closely, however, the study centers more on the issue of tyre disposal and not on periodic tyre maintenance. This presents to the public how money can be saved through tyre maintenance as the tyres would not have to be replaced often. The study would also mention how disposal of used tyres should be made as the improper disposal can be detrimental to our environment.

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It is true that environmental issues are touched upon in respect of disposing used tyres. It is equally true, however, that the environment can also be damaged by tyre usage even before the end of its life. Hence, there should also be a means of informing the customers and general public that poorly maintained car tyres can adversely affect the environment even before disposal and while the same is still subject to use by consumers.

It is advanced that the current trends are insufficient to fully educate the consumers about the importance of tyre maintenance and how the same can affect the society. Although they extend a certain amount of aid to the consumers, another mode of disseminating information regarding tyre maintenance is needed and should be promoted such as the inclusion of periodic tyre maintenance program in the services to be offered by tyre shops and garages. As mentioned in Chapter II of the study, the promotion of the program will be done through the use of different materials and forms of media.

It is aimed that the in the long run, the program will be considered as a trademark of the tyre shop that spearheaded the program in order for it to be characterized as a socially responsible business entity. It is viewed that to gain said reputation can be translated to a competitive edge in favor of the tyre shop. In this regard, advertising materials are definitely necessary if the tyre shop would want to ensure that the public will know of this additional feature in the shop.

These materials will also be the means of transmitting to the public the information that the tyre shop wants to deliver as regards tyre maintenance. It must be borne in mind that the kind of marketing paraphernalia that will be utilized by the tyre shop can also be determinative of the success of the recommended program. Marketing is an effective tool that will determine if the customers of the tyre shop will be interested by the tyre maintenance program being offered by the shop. It must also be borne in mind that the word-of-mouth can be an important tool in advertising the added feature in the tyre shop.

If more of its customers are properly informed of this added feature offered by the shop with its customary services, then customers will share the information to their friends or peers. If existing customers will hear about the program added to the services, they will recognize the shop as social responsible in pursuing green business. As a consequence, more customers will frequent the shop. Additionally, due to the advantages that the program will bring to the tyre shop, other tyre shops will be enticed to add the program to their own line of services.

This will open the possibility of negotiating borrowing/purchasing the promotion materials of the tyre shop. This could even be the start of a national campaign for tyre maintenance awareness spearheaded by the tyre shop. Pamphlets will be given away to customers in order for them to read relevant information concerning tyre maintenance. Posters are also considered as an addition to the use of pamphlets as the former will be more cost-effective on the part of the tyre shop. Posters would require less paper and less disbursement of funds when it comes to printing.

While pamphlets would require handing of one material to one customer, the use of posters would be more cost-efficient as one poster in a conspicuous place can be read by a number of customers. In addition to pamphlets and posters, the tyre shop will also make use of interactive media to be shown in the garage or shop for the customers to view. For this purpose, renovations will likely have to be made in the shop to provide space that can be converted into a viewing lounge for the customers.

Through this manner, and depending on how interesting the presentation is, learning the importance of periodic tyre maintenance can prove to be entertaining on the part of the customers. As such, it would be easier for the customer to absorb the information being transmitted by the tyre shop through the use of the interactive presentation. The use of a interactive presentation in implementing the program can also attract more customers, and additionally, existing customers will find more reason to stay in the shop and look for more things that they could probably purchase from the store.

Lastly, the Internet is also an option in disseminating information to customers, considering the advent of computers and the worldwide web. Through this manner, information will be channeled in a cheaper, faster and in a more convenient manner. The transmittal of information can be done through inclusion or upload of the same in the website of the tyre shop or by sending out information to the customers through electronic mail.