Targeting the Lifestyle Consumer
Dunlop’s appearance at the Autosport show saw the company launch a new 22 inch SP Sport Maxx size and promote its 2005 Drivers Academy. There was even the opportunity to virtually compete, with a race simulator. The motivation behind all this? In order to increase its exposure amongst the key “lifestyle” target audience.
The Autosport show was the first time that Dunlop has exhibited the 22 inch version of its SP Sport Maxx tyre in the UK. Developed in association with tuning companies that build modified BMW and Mercedes machinery, the company says the new tyres are designed to complement the existing product range which begins with a more humble 16 inch fitment. The SP Sport Maxx will now be available in 265/35R22, 285/30R22 and 305/30R22 sizes.
In recent months Dunlop has been trying to improve its brand position amongst 25 – 35 year olds, a strategy that has seen the company invest heavily in marketing itself to this audience. In the words of communications manager, James Bailey, this means “consolidating an already well-known position” and taking Dunlop to the “lifestyle consumer.” The tread magazine, produced by and distributed with The Independent, and the company’s new “Drivers Know” web site both demonstrate the lengths Dunlop is willing to go to engage with its target audience. Having won the organiser’s award for best stand at the Autosport show, Dunlop could be forgiven for thinking it is going in the right direction.
Visitors to the Autosport show were also offered the opportunity to win a drive in a national championship, through the company’s Dunlop Race Academy. 2005 will be the academy’s second year. Last year Andy Walker was crowned academy winner and drove in the final of the national Ginetta Championship.
“The 2004 Academy was a major success. With a staggering 7000 entries, it really caught the imagination of those wanting to get on the grid. Dunlop have built their reputation in competition for over a century, by always striving to be the fastest, the safest and the best. We are now offering a driver with the same credentials the chance to win this unique opportunity to get on the grid,” commented Mr Bailey.