Page 23 - The Tyreman V43 2012-4
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ing was prominent alongside that of the established Sun Rubber brand. “We are emphasising the Eco Wise branding in order to stress the green nature of the company”, said Lee.
GIIB have been attending Reifen Essen for several years. Tai Qisheng, head of marketing at GIIB talked to Tyreman about the strategy of GIIB in the market place.
“Initially,” said Tai, “we had many com- panies in the Group and many brands and whilst from some perspectives that was a good thing, it was also confusing the market, so we brought everything under one corporate brand, GIIB. It was a big move, but it has simplified our op- erations and now we just need to en- sure that everyone knows who we are.
“So, our presence here at Essen is more about developing the brand im-
age, making sure that people know who we are and that we are in the market and are able to supply retread materials. We are not desperate to steal market share with low quality and low prices, rather we want to see steady growth of our high quality pre- mium products in the global market place. Anyone can sell containers of cheap pre-cure, once or twice, but we are looking at a longer term strategy where we provide top class products with a top class technical service and where we can develop long term busi- ness with a regular clientele.
“If we go home from Essen with new orders from new clientele that will be a bonus. However, we have come to primarily consolidate our relationships with our existing clients, meet old friends and develop brand awareness. We are confident that the business in Europe will develop in due course.”
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