Dunlop has once again been heralded as the leading name in the Tyre Brands Category in the 2016/17 Target Group Index (TGI) Icon Brands Survey, published on Sunday, 31 July 2016. This win comes as the fourth triumph since 2011 and is testimony to the trust inherent in the South African market in Dunlop as a brand of choice.
This achievement represents yet another significant win for Dunlop’s parent company, Sumitomo Rubber South Africa (SRSA), who has embarked on a series of investments over the past two years in enhancing its operating capacities and revitalising its brand. According to Yvette Govender, acting Marketing Director for the SRSA group, the most notable attribute of the survey is that it does not measure “softer” brand attributes, but looks at actual product usage. “Achieving this status is encouraging – reflection that Dunlop is indeed the brand of choice. Product usage is a solid proof point that demonstrates that users trust our product and its performance, especially when we consider that this is a repeat accolade we have enjoyed over several years,” said Govender.
The TGI survey, from where the Icon Brands results are sourced, is the largest of its kind in South African with 19 sectors and 163 product categories. Dunlop ranked number one in the category dedicated to tyre brands. An enumerated area sampling design was employed and 15,107 consumers were surveyed, representing over 24 million adult South African consumers. The data was weighted using the Statistics South Africa’s population mid-year estimates.
The company hopes to retain this status in the years to come through the support of its retailers – Dunlop Zones and independent distributors alike. They continue to act as the custodians of the brand and drive its success in the marketplace. Earlier this month, Dunlop launched its new positioning, “Take the Road.” “Through consistent delivery of quality tyre products and services to the market, we believe that we will continue to enable consumers to quite literally “take the road” with this solid trust and confidence in our brand,” concluded Govender.
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