Corporate Communications Aishwarya Lahiri MBA (Ad) Introduction: The Goodyear Tire & Rubber Company was founded in 1898 by Frank Seiberling. Today it is the third largest tire company in the world after Bridgestone and Michelin. Goodyear manufactures tires for automobiles, commercial trucks, light trucks, SUVs, race cars, airplanes, and heavy earth-mover machinery. Although the company was not connected with him, it was named in honour of Charles Goodyear. Goodyear invented vulcanized rubber in 1839. The first Goodyear Tires became popular because they were easily detachable and low maintenance.
History: The first Goodyear factory opened in Akron, Ohio in 1898. The thirteen original employees manufactured bicycle and carriage tires, rubber horseshoe pads, and poker chips. The company grew with the advent of the automobile. By 1926 Goodyear was the largest rubber company in the world. Only four years earlier they were forced to temporarily cease race tire production due to competition. Nevertheless, the popularity of the Goodyear tire on the racing circuit led to a popular demand for the brand.
On July 10, 2008, the Goodyear Tire & Rubber Company was recognized as one of America’s most respected companies by the Reputation Institute (RI) and Forbes magazine. Goodyear ranked 16th on the magazine’s third annual listing of companies with the best reputations in the United States. Goodyear’s marketing philosophy: Goodyear’s strengths involves very simple terms, which are nonetheless, very important. They are: • Goodyear’s Financials • Goodyear’s Shareholders • Goodyear’s Leadership • Goodyear’s Associates • Goodyear’s global Footprint • Goodyear’s Vision Goodyear’s Values Goodyear’s marketing philosophy stems from 7 core values which are: • Leadership • A focus on cash • A lower cost structure • Leverage distribution • Building brand strength • Product leadership • Advantaged supply chain Logo: • Rationale The popular symbol of the winged foot is borrowed from the Roman God of speed, Mercury and the Greek God Hermes. Mercury in ancient times was the god of trade and commerce; but it was as a swift messenger for all the gods of mythology that he was best known, and as such he has continued to be known through the centuries.
The idea of speed had much to do with Goodyear’s selection of the symbol, for the wingfooted Mercury was regarded as a fleet herald of good news. But it is as a herald or carrier of good tidings to users of Goodyear products everywhere that the Wingfoot now stands in the minds of the people of the world. • Previous: The previous logo of Goodyear was the logo above. This logo is more commonly known as Wingfoot. As seen today, the original location and size of the wingfoot was much larger than it is today. CSR:
Goodyear has as its CSR, environmental issues, health, industrial hygiene and safety. • Environment: In 2006, Goodyear made a commitment to eliminate all waste disposed in landfills. The same year, the company’s chemical operations became the first for zero waste to landfills. By the end of 2007, 55 of its 58 plants had successfully reached this goal. Also under environment, Goodyear looks into reducing the use of solvents, energy efficiency, manufacturing efficiency and efficient use of water. • Safety:
Apart from industrial safety, Goodyear looks into fire safety, employee training and prevention of workplace violence. • Community: Goodyear’s strategic charitable efforts were directed to women’s training in car care and servicing. Goodyear started driving schools in Latin America, and Goodyear Venezuela started Medical Day in partnership with Rotary Club. In North America, Goodyear started its Child Seat Safety Program. Many more programs come under the many Goodyear offices across the globe. ====================================================================
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