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| Topic: |
History
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| Number of pages / Number of words: |
3 / 788 |
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The brand is well established in the Heavy commercial segment with amarket share of 19% while in the car radial, it has only 10%.
Ceat is famous for its Tagline " Born Tough". It is one of the best positioning you can have in the industry. The mascot Galloping Rhino exemplifies the positioning of the brand as the tough brand...
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Ceat used this mascot and the positioning during the nintees with lot of effectiveness.The website of Ceat talks about the target segment as Strong Men who are Dynamic and Adventurous which personifies the brand DNA. Ideally this brand could have been an icon in the market . But it did not become one...
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