Marketing strategy

Kumho Tire diversifies its marketing strategy

Images captured from Kumho Tire’s new advertisement titled ‘There’s No Road You Can’t Take’. (Kumho tire)

South Korean tire maker Kumho Tire said on Monday it had incorporated new differentiated marketing strategies to accelerate business standardization.

The tire maker launched a new advertisement in April under the slogan “There is no road you can’t take”, to express its belief that there is no road in the world that Kumho Tire cannot borrow, company officials said.

The ad was uploaded to the tire manufacturer’s YouTube channel. Kumho Tire currently operates the largest YouTube channel in the industry, amassing over 118,000 subscribers since its launch in 2019.

In order to diversify its strategy, the manufacturer has announced that it will participate in two international tire shows, The Tire Cologne, which will be held between Tuesday and Thursday in Cologne, Germany, and Autopromotec, which will be held between Wednesday and Saturday in Bologna. , in Italy.

Meanwhile, the tire company sponsors sports teams, including English football club Tottenham Hotspur and German football club Bayer Leverkusen. It is also the official sponsor of the US National Basketball Association.

The tire maker said it reported sales growth in the first quarter, successfully returning to the black despite rising material and distribution costs. Company officials attributed the success to the company’s various marketing strategies and said they hoped its cumulative first-half performance will see continued expansion in sales and earnings.

By Lee Seung-ku ([email protected])