Bandi Vaczi, Manager Marketing Communications of Apollo Vredestein, takes a holistic view of 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. They also look at what other brands, like DSM, the chemical giant, try to communicate through their design.
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 makes sure that all elements, from the trade-fair boots through the internal magazine to the website design, are top-notch. Overall emphasizes 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
Apollo Vredestein BV, formerly known as Vredestein, is owned by the Indian manufacturer Apollo Tires Ltd. Apollo Vredestein designs and produces a wide selection of car, two-wheel, agricultural and industrial tires, each having a number of types. The company caters to a global market with its headquarter in Enschede, Netherlands. It also has manufacturing units in India, Indonesia and Thailand, and offices in Europe and North America.
The Vredestein brand itself has been in the tire manufacturing industry for over 100 years. It was in May 2009 that the ownership of the company was sold to Apollo Tires Ltd., a worldwide leading tire manufacturer based in India. The company name was then changed to Apollo Vredestein BV. Apollo Tires is an international company with production plants and offices in Africa, Asia, and Europe. Its corporate office is in Gurgaon, India. Check out also this article about the Royal Dutch Shell Brand.
Car tires by Apollo Vredestein BV are designed in collaboration with Giugiaro Design, a world-renowned design house based in Italy. The design is focused on functionality, performance, safety, as well as aesthetic value.
The strategy of making this company a global success lies in excellent communication, a delegation of tasks, an entrepreneurial mindset and a motivating working environment where each employee is encouraged to participate. Employees are expected to be creative, competent and resourceful to contribute on every level of responsibilities. To ensure fast relay of communication and prompt decision making, responsibilities and tasks are designated to as low a level as possible.
The company is well-recognized for constantly improving and developing new products and technologies to keep up with the changing needs of their clients. In fact, just recently Vredestein worked in partnership with Gemballa, a German tuning company, to develop the ultimate winter tire package, the Wintrac Nextreme SUV. This tire was designed to run efficiently on ice and snow yet still highly functional on a dry road. It can perform well at speeds of up to 300 km/h.