Dunlop SA is excited to be a part of the South African Festival of Motoring, which takes place at the Kyalami Grand Prix circuit in Midrand from 31 August to 4 September. The brand is geared to capitalize on the masses of car enthusiasts - ranging from those looking to buy a new car right up to the die-hard motor sport enthusiasts - that are anticipated to attend the five day event.
Taking the form of a mobile Dunlop Zone, the tyre manufacturer hopes to both highlight its retail offering, as well as to enhance its profile as a brand of choice among consumers. Dunlop was recently announced as a Category Winner in the 2016/2017 TGI Brand survey, as the most used tyre brand among South Africans.
“Visitors can look forward to a unique experience at the Dunlop Zone stand – from gamification to technical tyre advice, to price incentives – it’s a veritable one-stop shop,” said Acting Marketing Director for Dunlop SA, Yvette Govender. The company has embraced the concept of enhancing its brand presence to remain top of mind in spite of challenging economic circumstances when most companies reel in the marketing spend.
The organisers of SAFoM echo this sentiment.
“We know that the South African economy is in a downturn, but we believe that the companies that market aggressively in these negative cycles benefit when the economic climate improves,” said Konstantin von Vieregge, the recently-appointed CEO of SA Shows Messe Frankfurt, the organiser of this re-imagined motor show. “The smart guys invest in the hard times and reap the benefits in the good times.”
The automotive industry is one of the country’s largest sectors, contributing an estimate 7 percent to South Africa’s GDP. This festival reflects the industry’s positive sentiment and commitment to the future of South Africa. Show organisers, SA Shows Messe Frankfurt, describe the SA Festival Motoring as an experiential showcase for the local automotive industry. The event is endorsed by the National Association of Automobile Manufacturers of South Africa (NAAMSA).
The Dunlop Zone stand can be found at the Affiliated Industries zone at the Kyalami Grand Prix Circuit.
Dunlop has once again been heralded as the leading name in the Tyre Brands Category in the 2016/2017 TGI Icon Brands Survey which was published on Sunday, 31 July 2016.
This win comes as the fourth triumph since 2011 and is testimony to the trust inherent in the South African market in Dunlop as a brand of choice.
This achievement represents yet another significant win for Dunlop’s parent company, Sumitomo Rubber South Africa (SRSA) who have embarked on a series of investments over the past two years in its operating capacities and brand revitalization. According to Yvette Govender, acting Marketing Director for the SRSA group, the most notable attribute of the survey is that it does not measure “softer” brand attributes, but looks at actual product usage. “Achieving this status is encouraging reflection that Dunlop is indeed a brand of choice - product usage is a solid proof point that demonstrates that users trust our product and its performance, especially when we consider that this is a repeat accolade we have enjoyed over several years,” said Govender.
The Target Group Index (TGI) Survey, from where the Icon Brands results are sourced, is the largest of its kind in South African with 19 sectors, and 163 product categories - in which Dunlop ranked number one in the category dedicated to tyre brands. An enumerated area sampling design was employed and 15,107 consumers were surveyed, representing over 24 million adult South African consumers. The data was weighted using the Statistics South Africa’s population mid-year estimates.
The company hopes to retain this status in the years to come, through the support of its retailers - Dunlop Zones and independent distributors alike - which continue to act as the custodians of the brand and drive its success in the marketplace. Earlier this month, Dunlop launched its new positioning, “Take the Road”. “Through consistent delivery of quality tyre products to the market, we hope that we will continue to enable consumers to quite literally take the road with this type of trust and confidence in our brand,” concluded Govender.