Kumho Premium Range
Helping Dealers Recommend the Right Premium Tyre
The Challenge
Kumho had a premium tyre range with genuine performance advantages, but the challenge wasn’t the product. It was giving dealers the confidence, tools and messaging to clearly explain the range and recommend the right tyre for each customer’s needs.
The Strategy
Rather than focusing on consumer advertising alone, we built a channel marketing program around the people who influence the buying decision most: the dealer.
Every element was designed to make product recommendations simpler, clearer and more consistent.
The Solution
We developed an integrated campaign that supported every stage of the launch, from strategy and product positioning through to creative development, dealer communications, training, point-of-sale, digital assets and rollout planning.
Key elements included:
- A premium identity that clearly differentiated the range within the broader Kumho portfolio.
- A Good, Better, Best framework that made product positioning easy for dealers and customers to understand.
- Sales-focused dealer tools written for sales conversions, not technical specifications.
- Retail point-of-sale designed specifically for dealership environments.
- Training that fits existing workflows by integrating with current dealer incentive programs, encouraging adoption without creating extra processes.
The Results
More than 18 months after launch, the campaign continues to support Kumho’s dealer network, contributing to strong year-on-year growth across the premium range while providing a repeatable framework for future dealer communications.
Why It Worked
The campaign wasn’t about producing individual marketing assets. It was about solving a business problem.
By combining strategy, creative and dealer enablement into one connected program, Kumho made it easier for dealers to recommend the right premium tyre with confidence.
