Saturday, Oct 27, 2007 at 22:52
"Cooper drivers are not welcome at your club"
Sorry Andrew but Where did I say that?? Sounds like a bit of "Cooper Advertising" to me.
The simple fact is that they soon see that the tyre does not stand up to its claimed performance and when they try and take the argument up with the dealer they are offered the excuses listed in my previous response.
I have also retailed for near on 25 years (Not Tyres) and sold specific brands as opposed to my competition for a couple of very good reasons.
The main being that the wholesale price was better than others ensuring the margin was more conducive to selling their product over one with the obvious lesser.
They also limited the dealer arrangements to ensure they protected the distribution network, again allowing the margin to be preserved.
Simply speaking too many distributors means they cut the price to get the business over the competition, market the product as something special and exclusive and limit the dealers who toe the same sales line and the margin is better maintained for all.
I still vividly remember a particular brand in my industry that was marketed in Australia like this and it maintained the No 1 brand position in Aus despite it having the largest product return rate within the industry.
They did this by having a no argument return / warranty policy allowed for because the margin for both the wholesaler and the retailer was so good. In other words they could afford to do it.
The same product was rated at 14th in the list of most popular brands in the USA.
The Australian distributor just marketed the brand better here than the yanks did.
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