Vinod Kumar, 37, joined CEAT as a management trainee 15 years ago, soon after graduating from Symbiosis Centre for Management and Human Resource Development. Now Vice-President (Marketing), Kumar was put through the paces in sales, product management and sales development. He was responsible for the company’s entry into the speciality tyre business, recognising the need for a dedicated rural sales team and for setting up CEAT Hubs in non-metro towns.

In his current position, Kumar is responsible for driving top line and bottom line performance across all product categories and market segments. A graduate of Hyderabad’s Osmania University, he enjoys reading and travelling and is a running enthusiast who has actively participated in the Mumbai Marathon for the last two years.

My most memorable marketing initiative

The ‘beidiotsafe’ campaign for CEAT motorcycle tyres. What started from an insight that motorcycle riders find that other people on the road are the biggest threat to their own safety culminated in a 360-degree campaign. Incorporating TVC, digital and outdoor, the campaign went on to deliver an all-time high market share growth and also win the coveted EFFIE awards.

The key insight here was that a biker considered careless people on the road as the biggest danger to his safety. Our key value proposition was ‘superior grip’, to keep the biker safe in any risky situation.

The challenge was to get above the clutter and communicate this critical but often-perceived-as-mundane message in a humorous manner, clearly driving home the relevance to the consumer. Thus the beidiotsafe campaign was born. We used TVC, digital (beidiotsafe.com), hoardings and on-ground activations through Cafe Coffee Day outlets. Apart from the communication we also introduced new tread patterns such as Gripp, Milaze and Zoom which connoted the ‘superior grip’ proposition in a distinct manner.

First product launch

Mile XL in Truck, when I was Product Manager – Truck. This brand is now CEAT’s largest selling truck brand, and amongst the leading brands in the industry.

The insight obtained from consumers was that they would like to reduce the trip time between destinations. One time-consuming factor in any long-distance trip for truckers is the regular stops they have to make every 3-4 hours to allow the tyres to cool down, failing which the tyre’s lifespan reduces, resulting in substantial cost implications. As the Product Manager, I had to work with our R&D to convert this insight into a product feature.

We came up with a special compound and tread geometry resulting in cooler running tyre. This meant that the trucker could travel longer hours with fewer breaks, thus reducing his overall trip time and increasing vehicle utilisation.

The tagline Thanda chaley, jyaada chaley distinctly communicated the product feature as well as the benefit in a very succinct and clear manner

A great idea that never took off

The ‘Design-Your-Own-Tyre’ concept for motorcycle customers at CEAT Shoppes. This idea envisaged that motorcycle owners can design their own personalised tread pattern, order it through the Shoppe after which it would be delivered to them within a specified timeframe. It did not take off, but I am sure some day, sooner than later, it will click.

Setbacks I learnt from

There have been many. Setbacks are the greatest source of learnings.

Where I get my insights from

Simple daily observations, intense dialoguing with consumers, and specific researches.

How B-School has helped my career

It shaped my thinking faculties, helped build people skills and inculcated in me the importance of meeting deadlines.

Marketing challenges peculiar to the tyre category

Unlike regular consumer products, where one can directly influence a consumer to buy your product, tyres pose specific challenges. The consumer is influenced by dealers, mechanics, OE fitment and such, hence your communication must address all these entities to build preference for your brand. Tyres give a great opportunity to have a good mix of above-the-line and below-the-line marketing.

Over the years, consumers have become more knowledgeable and discerning. They now like to do their own research, either through the Internet or through references before they make their purchase decision. And since the consumer buys tyres once in 2-3 years, the challenge is to keep him engaged throughout this period, till he buys.

Increasing end-consumers’ involvement with tyres

Involvement levels can be increased by helping the consumer derive more from his tyre. For a commercial buyer (truck tyres, for example), services such as staff training on tyre care and driver training, which enhance the life of the tyre, are a great way of engaging.

For passenger consumers (such as cars and two-wheelers) involvement can be built through relevant activities such as road safety workshops and off-roading drives.

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