Bandi Vaczi, Manager Marketing Communications of Apollo Vredestein, takes a holistic view on the company communication strategy.
Vredestein product brand originating from Holland is best known for an amazing product design and very good quality. Vredestein was bought by the Indian company Apollo Tires Ltd in 2009.
Today Apollo Vredestein is a company that combines market orientation, creativity and flexibility in a unique way. Vredestein’s strategy is absolutely clear: produce beautiful, quality tires that will not harm your budget.
As a medium-sized tire manufacturer Apollo Vredestein chooses a flat organizational structure to ensure the best way to implement this strategy. Decisions can be made quickly and confidently, which accelerates the development of original products, says Bandi Vaczi.
Thanks to large investments in recent years, the headquarters of the company in Enschede has the most modern production equipment. The company is perfectly suited for the production of a complex wide range of tires, carried out in one place for summer tires, winter tires, all-season tires and SUV tires. The production also includes tires for vintage cars, tractors and a wide range of applications in agriculture and industry.
The Vredestein Brand has branches in 13 European countries and the United States, and sells about 6 million tires per year, continues Vaczi.
Vredestein is renowned for its work with the Italian Giorgetto Giugiaro design studio, forming a strong partnership with this famous industrial design company. Vredestein is the first tire manufacturer, who drew attention to the design of their products.
Vredestein collaborates with top brands of cars. Vredestein tires are chosen by the most demanding users for the most exclusive vehicles in Europe and around the world. Even though Vredestein tires are of superior quality (Premium) they remain affordable for the average household.
This kind of brand positioning requires a special communication strategy which Bandi Vaczi (and his team) introduced 5 years ago when he joined the company. Vredestein chooses to use high quality media titles, exhibitions and promotional items to appeal to consumers in their target demographics. High quality promotional items infer a sense of immediate value with each product, and this important notion carries through all marketing efforts of Vredestein. Besides that, a consistent brand identity for all the product groups strengthens the brand.
Although Vredestein has offices in 13 markets, the communication strategy is planned and implemented at Vredestein headquarters in Enschede. Bandi together with his team make sure that all elements, from the trade-fair boots through the internal magazine to the website design, are top-notch. Overall emphasizis is on design and quality, and this approach is easy to spot in all communication materials.
If, one day, you would wonder how to convey quality, study the communication strategy of the Vredestein marketing team under the leadership of Vaczi.
Vredestein and Apollo Tyres Ltd. were featured in CoolBrands publications by Anouk Pappers and Maarten Schafer twice. The first time in 2009 in “Guru Book 2” and recently “Around the World in 80 Brands” (2012).
This article is based on an interview with Bandi Vaczi, conducted by Bea Stanford