The Crucial Role of Transportation and the Competitive Tire Market in Indonesia
Transportation is an essential aspect of daily life, enabling the mobility of people and goods. Various vehicles, including cars, motorcycles, and trucks, rely on key components to function effectively, one of the most critical being tires. High-quality tires are vital in ensuring optimal performance, safety, and driving comfort.
Indonesia presents a strategic market for the automotive industry, with the number of vehicles increasing each year. However, like many other industries, the tire market is highly competitive, with both global and local brands striving to offer the best products and capture their target audience’s attention.
Dunlop, a leading multinational tire brand, has been operating in Indonesia for over two decades, producing a wide range of tires for cars, motorcycles, and trucks. To further strengthen its presence and achieve its business goals, Dunlop partnered with IDEOWORKS, a well established marketing agency in Indonesia, to develop and execute a highly effective marketing strategy.
IDEOWORKS has a proven track record of helping both national and multinational companies achieve their business objectives. In this article, we will delve into the marketing strategies implemented by IDEOWORKS that enabled Dunlop to boost brand awareness by 18,9K new followers, 96K engagements, and 8M impressions across its social media platforms within a year. Read on to uncover valuable insights that can help you grow your business and advance your professional career.
Overview of Dunlop
Dunlop is a leading tire manufacturer committed to producing high-quality tires for various vehicles. Since launching its production in Indonesia in 1997, Dunlop has expanded its product lineup to 19 car tire variants, 28 motorcycle tire variants, and 7 truck tire variants.
Operating for 27 years, Dunlop has continuously implemented various strategies to drive business growth, including publishing both conventional and digital magazines, conducting training programs through Dunlop Academy, and executing diverse marketing initiatives. The brand has evolved from traditional to digital marketing, adapting to industry trends to stay competitive in the Indonesian market.
One of Dunlop’s key strategies in strengthening its market presence is leveraging social media optimization and collaborating with brand ambassadors to promote its products effectively. These efforts have helped Dunlop maintain its position as a trusted and innovative tire brand in Indonesia.
Business Challenge
Despite being recognized as a high-quality tire brand with strong brand recognition, Dunlop faces challenges in expanding brand awareness and reaching a broader audience. The increasing competition in the tire industry has led multiple brands to aggressively market their products, making it essential for Dunlop to stand out.
To achieve this, Dunlop needs more than just superior tire quality, it must establish itself as a top-of-mind brand, becoming the first choice for consumers when selecting and recommending tires.
To secure this position, Dunlop must effectively communicate its brand value to a wider audience. The greater the reach, the stronger the brand presence, increasing the likelihood of Dunlop being the preferred choice among its target market
Audit Channel & Brand Analysis
Dunlop has implemented various digital marketing strategies and brand activation initiatives to maximize its business potential. One key strategy is social media optimization, with an active presence on Instagram, TikTok, Facebook, Twitter/X, and YouTube to communicate product value and engage with audiences.
Beyond digital efforts, Dunlop has also executed brand activation programs, including Safety Campaigns in five major cities, giveaways, weekly quizzes, CSR initiatives (Dunlop Peduli), Consumer Promo (Kejutan Dunlop), and other engagement activities. These efforts contribute to strengthening the brand presence and audience connection.
Target Audience Research & Insights
IDEOWORKS conducted an in-depth audience analysis to understand Dunlop’s consumer preferences and expectations regarding tire products. The research identified three key audience segments:
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Automotive Enthusiasts
Passionate about car modifications and performance upgrades, predominantly male consumers seeking an enhanced driving experience. -
High-Mobility Users
Professionals and business travelers who prioritize safety and comfort for long-distance trips. -
Pragmatic Users
Mostly female consumers focused on practicality and reliability for daily commuting and family needs.
Additionally, demographic factors significantly influence consumer perceptions, especially outside Java, where road conditions are more challenging. Consumers in these areas prioritize durability and long-lasting tires that can handle rough terrain and long distances.
Moreover, the study found that tire maintenance awareness is still low, with most consumers only focusing on air pressure checks and relying on mechanics for other maintenance aspects.
By addressing these audience insights, Dunlop can tailor its marketing strategies and product communication to better resonate with its target consumers.
IDEOWORKS conducted an in-depth analysis to understand the key triggers influencing consumers when purchasing new tires. The research revealed two main categories:
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Reactive Response
– Mechanic or Staff Recommendations – Many consumers rely on trusted mechanics or workshop staff when selecting tires.
– Worn Out or Flat Tires – Experiencing tire punctures or excessive wear is a major reason for immediate replacement. -
Preventive Measures
– Mileage-Based Replacement – Consumers often replace tires after reaching a specific mileage to maintain vehicle performance.
– 1 to 2 Years of Use – Some buyers proactively change tires after 1–2 years to avoid potential risks.
Long-Distance Travel Preparation – Before long trips, consumers prefer replacing tires for safety and comfort.
Consumer Purchase Journey
The typical tire purchase process follows these steps:
1. Seeking recommendations from mechanics or family.
2. Conducting online research to compare options.
3. Checking product availability and brand reputation.
4. Consulting experts on tire tread patterns and compatibility.
Most consumers have limited knowledge about tire tread types and specifications, focusing mainly on brand perception when making a purchase. By understanding these patterns, Dunlop can optimize marketing strategies and product positioning to better address consumer needs.
Competitor Research & Analysis
Dunlop operates in a highly competitive market, with its main competitors being:
- Bridgestone
- Goodyear
- GT Radial
- Michelin
IDEOWORKS conducted an in-depth competitor analysis to assess their strengths, weaknesses, and consumer perceptions in the Indonesian market.
Key Findings:
- Dunlop stands out for its strong promotional strategies, offering more attractive deals and marketing approaches compared to competitors.
- While competitors may focus on premium positioning, durability, or innovation, Dunlop’s affordability and promotional strength make it a compelling choice for consumers.
Understanding these competitive dynamics allows Dunlop to refine its branding, marketing, and engagement strategies to differentiate itself further and reinforce its market position.
Campaign Idea & Execution Strategy
After conducting in-depth research and analysis, the key findings highlight Dunlop as a high-quality and affordable brand, with OEM-standard tires used in over 60% of vehicle variants. However, while Dunlop is well-regarded, it faces a consumer perception challenge, often seen as having mid-tier quality compared to Bridgestone.
Consumer Insight:
- Recommendations provide assurance, but personal experience is undeniable.
- Consumers trust expert opinions but rely on real-world performance for final decisions.
Strategic Positioning: Exceeding Expectations
To strengthen Dunlop’s market positioning, the brand must emphasize how it goes beyond expectations, communicating:
- Superior grip & comfort – Enhanced driving stability and noise reduction.
- Unmatched durability – Tires built for longevity in various conditions.
- Fuel efficiency – Optimized for better mileage and cost-effectiveness.
- Unbeatable traction – Exceptional performance in all terrains.
- Off-road capabilities – Reliable even in rugged environments.
By amplifying these values, Dunlop can shift audience perception and become the most recommended tire brand over its competitors.
Campaign Execution Strategy
1. Social Media Strategy
With the rise of digital platforms, social media is the most effective channel to communicate brand value and engage a wider audience. Through compelling and strategic content, Dunlop aims to:
- Enhance brand awareness & credibility
- Drive audience interaction & recommendations
- Increase leads & conversions
Stay tuned for the full breakdown of how Dunlop’s social media, digital performance, and influencer collaborations will be leveraged to achieve these goals!
In this case, Dunlop’s brand values are communicated through content shared on social media platforms. The main objectives are to increase brand awareness, enhance credibility, and amplify word-of-mouth marketing. As a result, Dunlop’s products will gain more recommendations through shares, likes, saves, and retweets, ultimately driving higher leads and sales.
The content delivered focuses on Dunlop’s brand identity, product experiences, biker and driver lifestyles, and special promotions
The content delivered revolves around Dunlop’s brand identity, product experience, biker and driver lifestyles, and special promotions.
Instagram Optimization
On Instagram, Dunlop focuses on delivering visually appealing and engaging content through high-quality images and video reels to attract and retain audience interest. Additionally, Instagram optimization includes creating content that resonates with the target audience, utilizing popular audio, and aligning with current trends to maximize engagement.
Here are the types of content being delivered:
On the other hand, every piece of content incorporates strategic hashtags to maximize reach and engagement:
- Brand Hashtags: #Dunlop #DunlopIndonesia
- Campaign Hashtag: #DriveBeyond
- General Hashtags: #TipsMobil #TipsMotor #MobilIndonesia #MotorIndonesia, etc.
Through Instagram, Dunlop actively engages with its audience by responding to comments and gathering feedback to foster stronger connections.
TikTok Optimization
To enhance visibility and audience reach, Dunlop optimizes its TikTok strategy by:
- Creating trend-driven, relevant content tailored to the platform.
- Utilizing strategic and trending automotive hashtags for broader exposure.
- Encouraging audience interaction through comments, feedback, and an active community.
By implementing these strategies, Dunlop strengthens brand perception and positions itself as the top consumer choice in the tire industry—focusing on safety, comfort, and durability.
2. Digital Performance Strategy
SEO: Content & Optimization
Search Engine Optimization (SEO) is a crucial strategy for improving a website’s visibility and ranking on search engines like Google, Yahoo, and Bing. SEO goes beyond increasing traffic. It helps build credibility, enhance user experience, and support business growth.
Before optimizing Dunlop’s SEO strategy, IDEOWORKS conducted a competitive analysis, examining how rival brands attract audiences and leverage high-potential keywords.
Key SEO Focus Areas for Dunlop:
- Boosting organic traffic – Despite strong existing traffic, untapped potential remains in backlinks, referring domains, and keyword expansion.
- Improving website quality – Enhancing page speed, mobile-friendliness, and user experience to lower bounce rates and boost engagement.
- On-page SEO optimization – Regularly updating content, integrating relevant keywords, and securing high-authority backlinks to strengthen search rankings.
Meta Strategy (Facebook & Instagram Ads)
Meta platforms (Facebook & Instagram) offer powerful tools for audience engagement and product promotion. An effective Meta marketing strategy not only relies on compelling content but also precise audience targeting.
Dunlop’s Meta Advertising Strategy:
- Leveraging Meta’s tracking & analytics – Ensuring real-time campaign adjustments for better conversions.
- Advantage+ ad placements – Automatically distributing ads across Meta’s network to maximize budget efficiency and audience reach.
- Daily performance monitoring – Continuously optimizing ads based on trends and audience behavior to ensure high ROI.
3. KOL and Influencer Strategy
In the ever-evolving digital marketing landscape, Key Opinion Leaders (KOLs) and influencers play a crucial role in building brand credibility and increasing awareness. They serve as a bridge between brands and their audience, creating a more personal connection and significantly influencing consumer behavior.
In this regard, Dunlop strategically collaborates with influencers who align with its target audience to maximize engagement and brand impact. The selected influencers include:
Results
After implementing the above strategies, the following results were achieved:
- Social Media Optimization – Over one year of executing an organic content strategy, Dunlop gained 18,9K new followers, 96K engagements, and 8M impressions across its social media platforms.
- SEO Performance – Dunlop successfully increased organic traffic to its website, achieving 300K organic visitors and improved search visibility.
Looking to Expand Your Business in the Indonesian Market? IDEOWORKS is Ready to Help You Achieve Your Business Goals!
Are you also looking to expand your business in Indonesia but don’t have the right strategy? Or have you already started but haven’t achieved the desired results?
If you are facing these challenges, consult with IDEOWORKS Agency.
Why Choose IDEOWORKS?
As Indonesia’s top marketing agency, IDEOWORKS has extensive experience and deep market insights in branding and marketing. With professionalism and strong commitment, we have successfully helped numerous national and multinational companies reach their business goals in Indonesia.
Don’t miss this opportunity to grow your business in Indonesia! Let IDEOWORKS handle your strategy—fill in your details below and get ready to consult directly with our experts.
