Falken Announces New Marketing Strategy, Company Expansion
Nov. 5, 2014—Falken Tire has launched a new marketing strategy that will introduce the brand’s race-proven benefits to a much broader market segment of value-minded car, light truck and CUV owners.
The first step in Falken’s new strategy will focus on raising awareness among tire shoppers visiting one of the company’s more than 5,500 North American dealers. Retail tools include new point-of-sale (POS) materials that call out Falken’s brand strengths, including its performance heritage.
Falken’s new POS approach will include high-profile brand and product displays specific to the most popular, and profitable, tire models. Tire inserts, mobiles and long-term floor displays will highlight the competitive benefits, performance ratings and particular applications of each so consumers can make educated purchase decisions.
New sales materials, more dealer tools and expanded communications initiatives are expected to boost demand for Falken’s full line of passenger vehicle tires considerably. To handle this increased volume, Falken has opened two new, state-of-the-art regional distribution centers (DC) since August, one in Robbinsville, N.J., and more recently, one in Joliet, Ill.
The new DC in Joliet will service tire dealers in the Chicago area, across the Midwest and into central Canada. It is able to store 54 percent more tires per square foot and is integral to a long-term strategy to drive down operating costs and improve service.
Along with an expanded fleet of delivery trucks, the addition of these locations offers dealers faster fill rates for better retail service.
To match the increased capacity and its mission of delivering the best possible response to dealer needs, Falken has also expanded its sales force by 50 percent this year.