Bond International aiming to sell 80,000 tyres a month by 2012
Bond International, the exclusive UK distributor of Infinity Tyres, aims to increase its monthly sales from the current level of 50-60,000 to 80,000 by 2012. To achieve this, the company must persevere in what it calls its “biggest challenge” for this year, namely to introduce the Infinity brand to its two to three thousand customers throughout the UK. Reaching this goal in turn requires employing the correct marketing strategy.
“I think it is important to get the right promotion to our customers; it has to be promoted the right way,” Bond International founder and CEO Reginald Bond elaborates. “Promoted to the trade, and from trade to the consumer. For example, when you go to a tyre shop, you see the Infinity logo at reception. It is all around you, this helps to promote the brand to the customer. You want to build a relationship with them, and to do this, you must get to the consumer. That is why events such as the races at York (the Infinity Sweepstakes) are good, because they say something to the customer, because this is something out of the ordinary and 20 million motorists in the UK might take note of this.
Mr. Bond observes that a tyre on its own “means nothing to a consumer” when it sits in a shop alongside 30 or 60 different tyre brands. “What sets one apart from another?” he ponders. In response, Bond states that Infinity stands apart as a brand due to the great pride taken in quality control and as new products and sizes are constantly being developed. “That sets Infinity Tyres apart. That is why they are special,” he adds.