01 May 2009: Germany Launch

Leading tyre industry research specialist Encircle Marketing is pleased to announce the July 2009 launch of a Sell-Out Pricing and Selling Way programme in Germany. 

Initially running as a pilot, the programme shall run for 3 full calendar months (July, August & September) in order to attract custom whilst in field.

Encircle plan to make over 1,500 calls each month across the top 20 sizes. This should in turn garner in the region of 4,000 prices (per month). In order to provide an accurate and representative Total Market picture month on month quotas shall be set by POS, tyre size, region.

Robust and actionable sets of results across speed ratings/ tyres sizes/ brands, pos, channels (to name just a few) will be available live whilst in field through Encircle Marketing’s unique online reporting system. Clients will have access at the click of a button to the most up-to-date data available in the market.

As with the Encircle’s UK programme, they shall be collating the brands which are being recommended by Centre Staff rather than actively pursuing the information by direct request method.

This provides numerous advantages over traditional price collation methods namely;

  • True reflection of the brands being recommended in the market
  • Allows a user to understand the order of brands being recommended (first, second etc.)
  • Provides an accurate picture of the brand policies being used within the market place
  • Eliminates bias by not actively calling to capture particular brands/ sizes
  • Allows for true picture of argumentations being used/ promotions being offered

Each mystery call will be conducted by a mystery caller, within pre-determined guidelines.

About Encircle Marketing – is a relatively new innovative market research company focussed purely on delivering ‘ready made’ insights to the automotive industry. Established in 2007 and created by David Myers & Jason Cunningham, who collectively have over 17 years experience of working in the automotive & research industries. Encircle launched a UK Sell-Out Pricing and Selling Way programme (as well as Mystery Calling) in January 2008 and since then have secured an impressive roster of clients.

Since the research began, Encircle have made over 40,000 calls and collated over 120,000 tyre prices.