Pirelli Tyres: Guida da Razza

Paper looks at market background showing how cheap far eastern imports were affecting six established companies. Developed a campaign using Carl Lewis with a strategy to appeal to those who enjoyed driving. TV with press and a large increase in budget. 1994-95 campaign showed a move from losses of over £155million in 1992-93, to break even in 1994 and reach a profit of £85m in 1995, an 18% sales increase across Europe. Pirelli seen to perform against cheap imports better than other brands, with sales growing in all markets. 1995 sales target was reached by July