Case Study: Product Launch
CST Tires

Situation

High-quality MAXXIS bicycle tires are manufactured and marketed in the United States by Taiwan-based Cheng Shin Tires (CST). The company identified an opportunity to extend its product line with lower-priced Cheng Shin Tires to a broader segment of consumers via a network of U.S. distributors and retailers. 

Objectives

• Create a U.S. identity for the brand and each of its ten tire models
• Identify the importance of the lower-priced consumer market to potential distributors

Strategy

• Launch the new brand at Interbike 2005, a national trade show for retailers and distributors.
• Max2o designed print advertising to position CST among retailers and distributors as higher margin tires for the “everyday consumer.”
• Max2o created identity packages for each of the ten tire models, including hot patch designs, wire-bead and foldable packaging for each model, and a bar-code system for efficiency.
• Max2o developed an 8-page catalog plus booth graphics, display cards and collateral to launch the brand at the Interbike trade show.

Results

Despite the aggressive three-month timeframe for the launch, all branding and materials were produced on time and within budget. The CST sales team reported strong interest and high booth traffic at the Interbike trade show. And, most importantly, CST exceeded the anticipated number of distributors who committed to carrying the brand in their 2006 line.