Pirelli Tyre is the operational holding company for a group with 20 factories in 11 countries around the world, and involved in the design, development, manufacturing and marketing of tyres destined for various types of vehicles: cars, light vehicles and motorcycles (Consumer sector, 70% of revenues), buses, trucks, agricultural and earth moving machinery, and the production and marketing of steelcord (Industrial segment, 30% of revenues). As at 31 December 2009, the net sales amounted to 3,992.9 million euro with 27,481 employees.
Here follows our proposed action plan aimed at :
- contributing to the improvement of drivers' knowledge and know-how on road safety by
- creating an educational content package covering the tyre's main aspects that contribute to the improvement of road safety
- delivering and communicating the educational package to our point-of-sale network in Europe (with a potential of 20.000 POS), as well as to our European affiliated companies for employees education
- communicating and making available the educational package via our web site (with a potential reaching of 8 million users per year)
- communicating the content of the educational package via our publications for truck professional drivers (15.000 copies and access through website)
- active training of tyre dealers and drivers on tyre main aspects contributing to the improvement of road safety (with a potential of 10.000 dealers & drivers)
- organizing seminars for special targets on safety aspects (pilot project potential of 500 drivers a year in Germany)
- rising awareness of highways users to safety topics by a broad campaign on the pre-summer vacation tyre control that includes an institutional communication and PR campaign, the distribution of educational leaflets and materials at highway service parks, tyre dealer point of sales, end-user events at highway stations in Italy with potential reach of 25 Mio. end- users [partnership with Highway administration Co]
- organizing safety checking points at highway station before starting and during critical road traffic seasonal periods (summer vacation and winter season; pilot project in Belgium for a potential initial 25.000 users)
- set-up of viral marketing campaign potentially involving more than 100,000 motorcyclists, both online and offline, with a safety message including advices on how to enjoy driving motorcycle in a safe way (homologated helmet, protective clothing, motorcycle integrity and respect of the highway code)
- contributing to the early development of safety driving awareness and skills of future young learner driver by sponsoring active training programmes targeted at youngsters (from 11 to 16 years old) with the involvement of their parents (pilot project potential of 60.000 children plus parents, so 180.000 people per year in UK)
Note: The above mentioned pilot projects' are planned to be extended to other European countries in 2011 and 2012.