We have changed the idea of publicity within and out of the company entirely in the last 3/4 years. Now marketing is very instrumental for our company, It helps us create and maintain demand, give products relevance, maintain brand reputation, and allows us to be more valuable in the marketplace.
Currently JK Tornel is a company that manufactures agricultural, industrial, car, truck, van and motorcycle tires, with annual revenues of 320 million dollars. We are a family of more than 1,800 people who work diligently every day to provide our customers with a better product and experience.
But how did it come about?
It was in 1933 when the Tornel family manufactured its first tire, with the passage of time it began to gain prestige as a Mexican brand for its excellent quality and efficiency in what is offered to consumers. It was not until 2008, where JK Tire (an international company with Indian roots with more than 100 years of prestige and innovation with a presence in 110 countries) acquired the company Tornel to join them hand in hand and achieve a massive position for both brands globally.
Advertising as a key part
As part of the strategies that we have in force, the brand is adding efforts to generate the best perception in the market. We are present in videos, advertisements, magazines, luggage racks in the most important airlines (Copa Airlines, Avianca, Viva Aerobus), as well as in the baggage lanes inside terminals 1 and 2 of the Mexico City International Airport.
We have great impact on spectacular in Mexico, Peru, Bolivia, Brazil, Colombia and Guatemala; There are bus stops and advertising columns throughout Mexico City, the State of Mexico, Guadalajara, Monterrey, Chihuahua and Cuernavaca.
We participate as exhibitors in the most important fairs from Latin America such as FENATRAN, PNEU SHOW, ANDELLAC and Top Flotillas in Brazil and Mexico.
We are proud to be an official sponsor of the Formula Truck Brazil and Uruguaywith the presence of more than 40,000 people in each race.
Our brand was seen by a multitude of people during the NASCAR Mexico Speed Fest.
For the first time in our history, we made a commercial video with more than 2 million views, which is projected in Cinemex theaters, football matches, Liga MX, the most watched programs on TV Azteca, Imagen Televisión and Newscasts such as Imagen Noticias with Ciro Gomez Leyva.
“The objective of our marketing strategy is to make JK TIRE a Household name in LATAM”, Ashutosh Kejriwal Head of Marketing.
As part of each of the strategies that have been generated to JK Tire and Tornelthe industry wants to ensure that customers are purchasing a product produced by Mexican hands, That is why Tornel Tires has the slogan “Pride of Mexico”.
Via our distributors are working to connect with end users, supporting them with store identifications, billboards, promotional materials and graphic materials for your websites and social networks.
We will continue to give priority to traditional marketing and digital in the coming year to increase our “brand value” and perception in the eyes of the public.
Like our market in India, our goal is to position JK Tire and Tornel in Latin America as the brand with a better perception before the market and monopolizing the sales of each of our tire segments.
