Manufacturing & Parts Interview South Africa

#BrandManagerMonth: Tracy Maclear from Goodyear South Africa

Marketing and brand manager for Goodyear South Africa, Tracy Maclear shares strategic insights into ensuring brand sustainability for the innovative tyre manufacturer.
Tracy Maclear
Tracy Maclear

What does brand management mean to you?

Maclear: “Consumers do not buy what you sell. They buy what has value to them” - Peter Drucker. The crucial first step is knowing who our target audience is and what has real meaning for them. With this insight, brand management is the art of creating and sustaining the brand through the consistent delivery of brand value at each touch point.

Tell us about a day in your work life.

Maclear: In one word: dynamic. Every day is different. We work with a wide variety of people, both within the organisation and externally. We also work on a range of different topics. There are many meetings, telephone calls and emails; but we also aim to make some time for fun.

What activations do you have planned for your brand stable for the year?

Maclear: We started 2016 with the roll-out of our revamped website which is focused on the consumer’s journey: to find the right tyre and the right dealer for tyre fitment. We have a number of exciting activations planned for the year including new product introductions, sales promotions, sponsorships and events.

What do you see currently as the main challenges and opportunities for your brand sector?

Maclear: Consumers rarely think about tyres until they need to buy new ones. Although they are recognised as crucial to vehicle safety, consumers generally have a limited understanding that one tyre can be safer than another, as the technology is not visible to the eye. This is a challenge, but also an opportunity.

Does Goodyear still see the value of TV, print and other mainstream media?

Maclear: We do believe there is still value in mainstream media. Media is certainly evolving; mainstream media is changing and digital channels have added a new, exciting dimension. The Goodyear Facebook and Twitter pages focus on relevant, interesting content that encourages sharing and conversation.

What are your own personal favourite brands?

Maclear: Goodyear of course, Disney and the Virgin Group.

What do you love most about your brand?

Maclear: Goodyear is focused on innovation and forward thinking. The company has been coming up with new ideas for over 117 years, such as the first tyre on the moon in the early 1970s. A further example is Goodyear’s latest concept tyre, the Eagle-360, developed with the autonomous vehicles of the future in mind, which was recently showcased at the Geneva International Motor Show.

Tracy Maclear is the marketing and brand manager at Goodyear South Africa. She holds a bachelor of commerce honours degree majoring in marketing, strategic and financial management from the Nelson Mandela Metropolitan University in Port Elizabeth. She started her career at Deloitte and has worked for Goodyear for over 18 years in marketing and sales positions, including a seven-year assignment at Goodyear's Europe, Middle East and Africa regional headquarters located in Belgium.

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