HomeCases → PIRELLI
Project background

Founded in Italy in 1872, Pirelli has owned 24 factories in 12 countries around the world. More than one hundred years of experience in tyre production has resulted in the excellent performance: comfort, durability and safety of Pirelli Tyre. In 2005, the only Pirelli production base in the Asia-Pacific region was established and Pirelli began to enter the Chinese market. The base has been highly valued by the headquarters and Pirelli was committed to establishing the world’s largest factory here. Pirelli has always been committed to the research and innovation of automotive tyres, aiming to develop the most targeted products for different models and driving environments.

Challenge faced

PIRELLI Tyre enjoys a global reputation. In 2005, it entered the new market in the Asia-Pacific region.

As a leader in the industry, PIRELLI is not familiar with the Asia-Pacific market and comprehensive and systematic brand building is needed to

Brand management

Dotter has many years of rich brand experience in the tyre industry. Dotter has reached a consensus with PIRELLI that entered the Asia-Pacific market newly and formulated the brand positioning of PIRELLI in the Asia-Pacific market after discussion. We<