David Hensley shares a rebranding case study on Birla Tires.
Updating Perceptions of Birla Tyres
Birla Tyres has been one of India’s leading tyre manufacturers for over 25 years, having been set up in collaboration with Pirelli in the early 1990s. However, while there has been significant recent investment in R&D, new tyres, an enhanced logistics capability and a new regional management structure to take Birla Tyres closer to its customers, public and trade perceptions had lagged behind.
Being known for our work with other tyre and automotive manufacturers around the world, we were brought in to help transform the image of the brand by bringing the website up to world-class standards. We have now launched a new website with a new look and feel – and are continuing to collaborate to add future interactive functionality to engage their customers.
We started with some online research to gauge opinion of tyre buyers across India, particularly buyers of tyres for commercial vehicles and 2-wheelers – these being the target customers for Birla Tyres new ranges.
Brand Positioning – what they want to be known for
We then discussed the findings in a management workshop, and identified the unhelpful image attributes they needed to lose – old, no-innovation, etc. – and the attributes they need Birla Tyres to be respected for: quality, value-for-money, reliability etc.
We helped them clarify their new brand positioning in more detail, and their mission – which became the brief for the new website.
New look and feel
To bring the updated Birla Tyres brand proposition to life, we designed a new look and feel for the website. It has moved away from volumes of small text to shorter, clearer messages. It has moved from talking about the company to talking about the products and the benefits for customers. And shifted from an old fashioned style to a more contemporary, responsive look and feel.
Key points include:
- Website redesign
- Making the product the hero
- Identifying negative brand attributes
Access the full case study, Appearance isn’t everything – but it helps, on HensleyPartners.com.