Michelin Earthmover
Industry Research How do you discover where your brand stands with end users, the competition and industry influencers and decision makers? Serious research.

OPPORTUNITY

When you do things the way they've always been done, there's always room for improvement. No matter how profitable the business.

The Michelin Earthmover tire business is one of its parent company's most profitable and important global business units. However, this business unit had a relatively archaic go-to-market strategy with respect to industry segmentation, end user understanding and market-driven product development.

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IDEA

Let's initiate the industry's largest market strategy study: a massive two-phase approach.

Qualitative research was conducted through focus groups and individual interviews and quantitative research was conducted through mail, online and phone interviews. (In total, 1,275 interviews!) Highlights from our 200+ pages of results included:

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OUTCOME

As a result of Jackson's research and findings, Michelin greatly matured their go-to-market strategy for earthmover tires. Key changes included:

• Sales force realignment
• Industry segmentation
• A new focus on service as a key component of the earthmover tire-buying process
• An increase in the importance of the tire dealer
• The impact of accelerated radicalization of the market
• Creation of targeted messages for each industry vertical
• Development of communications optimization matrix