Despite Marix, Marangoni’s marketing strategy remains unchanged
A couple of months ago, Marangoni began producing and marketing retreaded truck and OTR tyres under the “Marix” brand, a name previously reserved for passenger car, light commercial and 4×4 tyres. The Italian retreader previously relied upon the strength of its “Marangoni” brand, however it chose to respond to a changing competitive landscape by modifying its brand concept and in future will, according to Brenno Benaglia, pursue a clearer brand concept.
Factors influencing this decision, the marketing director of Marangoni’s Commercial and Industrial Tyres business unit told Tyres & Accessories, include the growing presence of imported new truck tyres in Europe that – at least in regards to price – directly compete with retreads. Another factor is the growing presence of the major new tyre manufacturers within Europe’s retreading market. “The need to communicate and deliver to both our end users and trade partners all the elements and attributes of our value proposition through a clear and strong vehicle and symbol convinced us to extend the use of the Marix brand into these segments, where we will in any case keep a strong endorsement with our corporate brand – Marangoni,” Bengalia explains.
In future, therefore, all truck and OTR tyres retreaded in the company’s own Rovereto plant – where Marangoni has an annual capacity of 200,000 tyres – will now be manufactured with the Marix brand name upon the sidewall, regardless of whether they are manufactured using the dominant mould cure or the cold cure process. At the same time, the “Marangoni” name will also appear on the sidewall of Marix tyres. As Brenno Benaglia points out, the new truck and OTR tyre brand strategy does not represent a change in marketing strategy. In other words, in future Marangoni will also distribute the lion’s share of its Marix truck and OTR tyres in Italy and “limit sales outside its home market to a few areas.” Using this new brand as a potential replacement for already established brands within Marangoni’s retreading business is not under consideration, however:
Ringtread treads and other products will not be renamed; the Marix brand name will only apply to truck and OTR tyres that Marangoni retreads itself in Rovereto. Marangoni retreaded passenger car, light commercial vehicle and 4×4 tyres will also continue to be offered under the Marix brand name. This new brand concept, incidentally, will only be utilised in Europe; it will not apply in South or North America, where Marangoni has a strong presence.