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Product fact book Barum Bravuris 3 HM Product management I Leo Kolodziej I 2013 I © Continental START
ContentsContinueBack Product Fact Book Barum Bravuris 3 HM Product Management I Leo Kolodziej I 2013 I © Continental Reifen Deutschland GmbH Brand Brand statement Brand position Reason Benefits Basic consumer insight Barum – Good tyres. Good deal. Good quality for a fair price. Smart shoppers: focus on value for money Attractive price Balanced performance Barum tyres have been systematically designed for high mileage performance and therefore offer an attractive balance of price and performance. MarketingTechnologyMarket launch
ContentsContinueBack Product Fact Book Barum Bravuris 3 HM Product Management I Leo Kolodziej I 2013 I © Continental Reifen Deutschland GmbH The mileage promiseThe mileage promise The plus in mileage is a key selling point for dealers. For this reason, this performance characteristic is given special emphasis for the Bravuris 3 HM using the following measures: 1. We use ‘HM’ as an abbreviation of ‘high mileage’ and include it in the product name: Bravuris 3 HM. MarketingTechnologyMarket launch Advantages: The promise of higher mileage is directly connected to the product name.
ContentsContinueBack Product Fact Book Barum Bravuris 3 HM Product Management I Leo Kolodziej I 2013 I © Continental Reifen Deutschland GmbH Feature – Effect – Benefit Feature – Effect – BenefitFeature Mileage Wide and flat contour with well balanced rib structure High number of pitches and numerous sipes Handling Closed shoulders with macro-blocks (outside) and sub depth elements for shoulder blocks (inside) Wide center and intermediate ribs Wet breaking High number of grip edges due to sipes and a high pitch count number State-of-the-art compoundEffect Mileage Reduced and equal pressure distribution in contact patch Reduced block deformation and slip in contact patch Handling High lateral stiffness enables good transmission of side forces Transference of side forces supported especially for lower wheel angles Wet breaking Grip edges penetrate the water film in wet driving conditions, improving road surface contact Improved road grip on wet surfacesBenefit Mileage Higher mileage due to reduced wear rate and even wear shape Higher mileage due to reduced friction energy Handling Precise handling and safe driving on winding roads Good directional stability Wet breaking Short wet braking distances MarketingTechnologyMarket launch
ContentsContinueBack Product Fact Book Barum Bravuris 3 HM Product Management I Leo Kolodziej I 2013 I © Continental Reifen Deutschland GmbH Performance diagramPerformance diagram MarketingTechnologyMarket launch Aquaplaning 97% Wet handling 102% Wet braking 107% Dry handling 101% Dry braking 99% Mileage 116% Noise 102% Rolling resistance 110% Bravuris 2 Bravuris 3 HM
ContentsContinueBack Product Fact Book Barum Bravuris 3 HM Product Management I Leo Kolodziej I 2013 I © Continental Reifen Deutschland GmbH Market launch Market development by inch Market development in EuropeMarket development in Europe MarketingTechnology Source: Marketing Intelligence Continental AG* = prediction Source: ERMC data +1% –10% +5% +7% +13% = 19 inch 100,000,000 90,000,000 80,000,000 70,000,000 60,000,000 50,000,000 40,000,000 30,000,000 20,000,000 10,000, ,000,000 60,000,000 50,000,000 40,000,000 30,000,000 20,000,000 10,000, Speed symbols R, S, T Speed symbol H Speed symbol V Speed symbols W, Y, Z +2.7% +2.3% –0.3% –2.9% *2014*2015*2016*2017* Market development by speed symbol The positive development of the segment >= 17 inch and speed symbols V, W, Y and Z continues
ContentsContinueBack Product Fact Book Barum Bravuris 3 HM Product Management I Leo Kolodziej I 2013 I © Continental Reifen Deutschland GmbH Product rangeProduct range Market launchMarketingTechnology Serie /55 R V TL 185/55 R H TL 225/55 R Y TL XL FR 215/55 R V TL 225/50 R 17 Y XL FR 185/55 R H TL 225/55 R V TL 195/55 R16 87 V TL 195/55 R H TL 185/55 R V TL 215/55 R Y TL 205/55 R H TL 195/55 R V TL 215/50 R 17 Y XL FR 225/55 R Y TL XL 205/55 R V TL XL 215/55 R H TL 215/55 R17 94 Y TL FR 225/55 R Y TL 195/55 R H TL 215/55 R H TL XL 235/55 R Y TL XL FR Serie /50 R H TL 195/50 R V TL 205/50 R V TL FR 205/50 R Y TL XL FR 205/50 R V TL XL FR 205/50 R Y TL 195/50 R V TL XL 215/50 R Y TL FR 205/50 R V TL 225/50 R Y TL XL FR 215/50 R Y TL XL FR 225/50 R Y TL 225/50 R V TL XL FR 225/50 R Y TL FR 205/50 R V TL Serie /45 R V TL FR 225/45 R Y TL XL FR 235/45 R Y TL FR 225/45 R Y TL FR 205/45 R V TL FR 205/45 R Y TL FR 245/45 R Y TL FR 195/45 R V TL XL FR 205/45 R Y TL XL FR 195/45 R V TL FR 245/45 R Y TL XL FR 245/45 R Y TL XL FR 235/45 R Y TL XL FR 225/45 R Y TL XL FR 225/45 R V TL XL FR 235/45 R Y TL XL FR 255/45 R Y TL XL FR 215/45 R Y TL XL FR 215/45 R V TL FR Serie /40 R Y TL XL FR 235/40 R Y TL XL FR 245/40 R Y TL FR 215/40 R Y TL XL FR 225/40 R Y TL XL FR 255/40 R Y TL XL FR 205/40 R Y TL XL FR 245/40 R Y TL FR 245/40 R Y TL FR Serie /35 R Y TL XL FR 235/35 R Y TL XL FR 255/35 R Y TL XL FR 255/35 R Y TL XL FR 225/35 R Y TL XL FR = new size
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