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February 19, 2013 01:00 AM

Cooper overhauls European marketing strategy

European Rubber Journal Report
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    MELKSHAM, England—Cooper Tire Europe has overhauled its marketing strategy for Europe, seeking to increase brand awareness among the 18- to 35-year-old male demographic.

    Cooper said it is already acknowledged as one of the world's top 4x4 tire makers, but is launching a sales and marketing strategy for its ultra-high-performance range of tires in Europe, including a European consumer advertising campaign using the men's lifestyle magazine FHM.

    The plan will complement Cooper's existing presence in European motorsports, also a crucial "hook" for the targeted UHP market, according to the tire maker.

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