Articles
DUNLOP, A WINNING BRAND
Monday, 07 August 2017
SUMITOMO RUBBER SOUTH AFRICA (PTY) LTD
"Dunlop, long regarded as one of the most iconic and recognisable tyre brands in the world has done it once again, emerging as the winner of the tyres category in the 2017/2018 Ask Afrika Icon Brands Survey."
Dunlop,
long regarded as one of the most iconic and recognisable tyre brands in the
world has done it once again, emerging as the winner of the tyres
category in the 2017/2018 Ask Afrika Icon Brands Survey. The win
comes as the fifth triumph since 2011 and is testimony to the loyalty inherent
in the South African market in Dunlop as a brand of choice.
The
Ask Afrika Icon Brands Survey sources its data from the Target Group Index
(TGI), the largest of its kind in South African with 19 consumer sectors,
across 163 product categories. Thousands of brands across hundreds of product
categories were included in the initial analysis with only 28 Icon Brands
identified for 2017/2018.
Dunlop,
which has a strong heritage dating back to over 120 years, has been at the
forefront of developing quality products, setting new motorsport milestones,
and pioneering ground breaking innovations in vehicle safety and performance.
The
company hopes to retain this status through the support of its retailers -
Dunlop Zones and independent distributors alike – who continue to act as the
custodians of the brand and drive its success in the marketplace.
Maria
Petousis, Director of Target Group Index Southern Africa (Pty) Ltd, which runs
the Ask Afrika Icon Brands Survey, said an enumerated area sampling design was
employed and the universe includes all communities with more than 8 000
inhabitants over the age of 15. Over 15 000 consumers were surveyed representing
over 25 million adult South African consumers.
“South
African consumers vote with their hearts and wallets to select their Icon
brands. These are brands that have established a durable and timeless
relationship with South African consumers, irrespective of background or living
standard.
“Icon
brands are celebrated as they have mastered the complexities inherent in
serving emerging and polarised markets. By doing so, these brands have expanded
their horizons and in the process have attracted a broad and diverse consumer
base,” said Petousis.
Yvette
Govender, Director Marketing and Business Development at Sumitomo Rubber South
Africa (Pty) Ltd (SRSA), parent company of the iconic brand, said it was
uplifting to have Dunlop - already a world tyre brand icon – reaffirmed as the
winner in the 2017/2018 Icon Brands Survey.
“Earning
a nation’s trust is not easy. High standards of quality, affordability and
availability have clearly combined to endear the Dunlop brand to South
Africans. At a time when cash-strapped consumers are showing less commitment to
brands, it is indeed inspiring to see that Dunlop has been able to build
loyalty with consumers.” said Govender.
About
SRSA
SRSA is owned by
Japanese listed company Sumitomo Rubber Industries Ltd (SRI), situated in Kobe,
Japan, and is ranked the world’s sixth-largest producer of automotive tyres and
industrial rubber products and has tyre manufacturing plants in Japan, China,
Indonesia, Thailand, Brazil, Turkey, USA and South Africa. The existing South African
plant in Ladysmith (founded in 1973) currently produces passenger car, sport
utility vehicle and light truck tyres only, which are sold in South Africa and
exported across Africa and other countries
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