Forsyth Advanced Solutions Tire S D E S - 7 0 4 – O L | W I N T E R 2 0 1 2 | P R O F E S S O R M A R I A H H A Y

P R O J E C T B R I E F

Forsythe Rubber Products is a publicly owned corporation. They are an

Ohio based manufacturer of tires for the original equipment industry

whose customers include major branded tire manufacturers – Michelin,

Firestone, Uniroyal, as well as mass merchandisers such as Wal-Mart and

Pep Boys who carry their own private label products in additional to major

brands. Forsythe has been a very successful company in the business-to-

business sales model.

Currently, Forsythe is feeling the pressure of its shareholders’ expectations

for growth. This has made Forsythe Rubber Products a little uneasy, so a

management team has responded to this with a well-funded initiative,

code named FAST – Forsythe Advanced Solution Tire, to create a

proprietary branded product that would generate higher margins for its

shareholders. This proprietary product will incorporate Forsythe’s exciting

new technology; colored rubber for tires.

P R O J E C T B R I E F

Our project for this quarter is inherently complex: develop a design plan

for a new brand that will change the way people think about a commodity

product they care little about. The concept should appeal to and engage a

new type of consumer through the integrated design of the product, brand,

market communications, and extended retail experience that includes:

Decision and Purchase Environment Information & Communication Service Cycle of Ownership

R E F R A M I N G F A S T : C H A M E L E O N A line of tires that quietly communicates proper tire maintenance and branding through subtle use of colored-rubber accents.

The Need

This will inform the user of when to rotate tires or provide additional maintenance,

without overuse of colored rubber. Although there are existing tires with

communicative features such as tread benchmarks and psi recommendations, most

users are unaware of its purpose and/or location. The need here is to simply

address the design of these features, in hopes of bringing them to the forefront of

the average consumer’s mind, rather than remain an afterthought.

• White rubber markings on the tirewall which identify proper tire inflation, size and

branding of the tire.

• Red tread benchmarks placed inside tire grooves, to remain discreet enough for

everyday wear, but obviously command attention when the red begins to disappear

due to tire wear and tear.

R E F R A M I N G F A S T : C H A M E L E O N

Differentiate

Colored rubber has the potential to take the guesswork out of proper tire

maintenance. Through minimal use of colored rubber in the FAST: Chameleon line,

consumers who understand the basics of tire maintenance benefit from the subtle

communication and relevant placement. The use of colored rubber does not have to

be obvious, and can actually render existing safety features such as wheel wall

markings and tread benchmarks more obvious.

Proven

FAST Chameleon could essentially reward consumers for proactive tire care, offering

discounts on tire rotation/balance costs, as well as partnering with popular retailers

for branded promotions and point-of-purchase coupons. The concept of FAST:

Chameleon will ultimately reflect not only how the tires change, but how purchase(r)

interactions can evolve once proactive habits are formed: Less Tire Purchases, Gas

Saved, etc.

R E F R A M I N G F A S T : C O L O R W O R K S A three-tiered system of colored rubber communicates tread wear and potential hazardous punctures, gashes or leaks in the tire.

The Need

Color promotes proper tire maintenance and safety practices, educating consumers

with ease that are accustomed to trusting the opinion of others’, or that simply do

not invest much time and interest overall.

• Layers of green colored rubber lie beneath the black rubber tire surface,

appearing once the tread has reached 2/32, requiring replacement in the near

future.

• Amber layers of rubber lie just beneath the green, once the tread has reached

1/32, and serve as a reminder for when to rotate tires for even, consistent wear.

• Red layers of rubber are positioned in the tire to show when there is a substantial

or problematic tread wear, as well as providing easy-to-identify punctures, air leaks

and gashes. • White colored rubber is used to recommend tire inflation psi, size and brand.

R E F R A M I N G F A S T : C O L O R W O R K S

Differentiate

Colored rubber has the potential to communicate clearly with consumers, regardless

of their prior tire knowledge or interest. The majority of consumer tire brands

assume the traditional product design: black rubber, leaving a lot of guess work for

those not well-versed in researched tire technologies. This lack of knowledge can

easily lead to tire maintenance neglect or worse, catastrophic failure if there is no

other trusted opinion source. The concept of ColorWorks assumes the responsibility

for the user, allowing them the comfort of knowing their tire will, “let them know”

when an issue with their tire arises.

Proven

FAST ColorWorks could provide interactive point-of-purchase displays to allow

potential customers to learn about the colored-rubber system before purchasing. A

dissected display tire will clearly identify each colored layer, explaining the system to

develop trust at the point of purchase. Because this color-coded system is aimed at

preventing catastrophic tire failure, an extended tire replacement warranty could also

encourage first-time buyers.

R E F R A M I N G F A S T : S P E C T R U M | T H E N E E D

Color-coding creates a system for mobilized customer service.

•  This system implements Forsythe’s colored rubber technology to offer

exceptional customer service that goes far beyond the initial tire purchase. It

will challenge the purchasing habits of those who trust the opinions of others’

above their own judgment, through colorful and simplified tire maintenance

education.

•  Guides consumers in their tire selection and purchase decisions, dependent on

their specific needs/values.

R E F R A M I N G F A S T : S P E C T R U M | D I F F E R E N T I A T E

Differentiates and identifies tire brands within the FAST family line. Performance = Red rubber psi recommendations, branding and size on side of tire.

Layers of red rubber indicate significant tread wear, as well as side wall damage

and tire punctures. Includes high-performance tread for all weather, and run-flat

technology.

R E F R A M I N G F A S T : S P E C T R U M | D I F F E R E N T I A T E

Differentiates and identifies tire brands within the FAST family line. All-Terrain = White rubber psi recommendations, branding and size on side of tire.

Layers of white rubber indicate significant tread wear, as well as side wall damage

and tire punctures. Includes largest tread for aggressive, off-road driving

conditions and run-flat technology.

R E F R A M I N G F A S T : S P E C T R U M | D I F F E R E N T I A T E

Differentiates and identifies tire brands within the FAST family line. Eco = Green rubber psi recommendations, branding and size on side of tire. Layers

of green rubber indicate significant tread wear, as well as side wall damage and tire

punctures. Manufactured using the least amount of natural rubber for the line, as

well as low-rolling resistance technology.

R E F R A M I N G F A S T : S P E C T R U M | D I F F E R E N T I A T E

Differentiates and identifies tire brands within the FAST family line. Economy = Blue rubber psi recommendations, branding and size on side of tire.

Layers of blue rubber indicate significant tread wear, as well as side wall damage

and tire punctures. Smallest tire in the FAST line, radial tread and low rolling

resistance technology, and lowest priced.

R E F R A M I N G F A S T : S P E C T R U M | D I F F E R E N T I A T E

All tires feature layers of colored rubber banding, to communicate:

•  significant outer tread wear, communicating the need for a tire rotation.

•  significant inner tread wear, communicating the need for a tire replacement, or closer inspection.

•  tire punctures, cracked walls, air leaks, etc.

R E F R A M I N G F A S T : S P E C T R U M | P R O V E N

All tires include RF chips embedded in colored rubber layers, and

communicates directly with the user via computer or mobile phone

to alert in the event of:

•  significant tire pressure loss

•  an initial appearance of colored rubber layer, and links directly to a brand-

specific resources for diagnosing the tire problem, as well as a list of resources

on where/how to rotate or replace a tire if needed. Think of this feature as a

mobile mechanic, which is another way for Forsythe to

continuously offer exceptional customer service that goes far beyond the initial

tire purchase.