Maxxis to Build “Centres of Excellence” Network
Maxxis given details of plans to grow its PCR business in the UK by setting up a series of retail ‘centres of excellence’ which will actively promote the brand to the tyre buying public. These centres will be developed throughout 2007 in conjunction with leading independent wholesaler Group Tyre (UK) Ltd, with whom Maxxis has signed an exclusive distribution agreement. The first participating centres are expected to be signed up “very soon.”
“Purchasing is significantly influenced by over the counter advice provided at the point of sale,” says Derek McMartin, managing director of Maxxis International UK plc. “A network of retail centres will provide consumers with a reason to purchase, as well as great prices, and will give us much wider exposure. It will therefore be the major focus of our brand development in the UK during the next couple of years.”
Derek McMartin continued: “There is very strong competition within the PCR sector and after operating in the UK for 12 years now we calculate that we will achieve the growth we want by developing extensive distribution across the UK and building awareness and affinity towards Maxxis with both the trade and the tyre buying public.
“The exclusive distribution agreement we have signed with Group Tyre is an essential part of our business strategy and will be complemented by the development of a network of Maxxis Centres. Group Tyre has an important role to play here, as its expertise is key to helping us deliver the retail profit opportunities that will enable us to achieve our growth targets.”
The key message Maxxis intends to convey is that it manufactures tyres that are safe and reliable – hence the strapline ‘tyres you can rely on’ – and it has pledged to achieve this through effective marketing communications designed to support the Maxxis Centres and reinforce the tyrefitter’s recommendation.
During the past 12 months Maxxis has raised awareness of its brand by implementing a dynamic communications strategy – combining top level sponsorship with the likes of Aston Villa FC and the British Motocross Championship with hard-hitting advertising and news and industry comment in the tyre trade press
While the UK tyre industry at large is seeing and hearing more about Maxxis, the company is also enhancing its credentials with consumers. Initially focussing on niche opportunities such as 4×4, Maxxis intends to build on its initial success in the latter part of 2006 and significantly expand its consumer market initiatives.
Marketing communications support for the new Maxxis Centres will comprise signage, POS, literature and merchandise – including a range of clothing, leaflet dispensers and promotional items – along with strong advertising in the tyre trade media to maintain awareness and build brand reassurance and familiarity. There will also be consumer-focussed web initiatives, sponsorship, POS and literature in support of the Maxxis Centres.
Karl Naylor, director of commercial operations at Group Tyre (UK) Ltd, said: “Maxxis tyres have been rightly dubbed the choice of champions because they prove themselves time and again. Most importantly, what they offer consumers is an unbeatable combination of quality and reliability at an affordable price.
“For retailers therefore, recommending and selling Maxxis products represents a highly attractive business growth and profit opportunity and we are delighted to be working in partnership with Maxxis International UK plc to establish the network of Maxxis Centres.
“All Maxxis Centres, both existing Group Tyre account holders and new customers, will benefit from our complete one-stop service, which includes ultra-competitive pricing, same-day deliveries (a minimum of twice a day for all Maxxis Centres and up to 10 times a day in certain locations), staff training, carcass removal and stock management support.”