Spotlight on Michelin Lifestyle Awards for Licensees

Christian Delhaye, Michelin Lifestyle’s Managing Director, recently announced the new Michelin Lifestyle Awards for Licensees. The inaugural awards were announced during the recent International Licensee Meeting which was held in Chengdu, China. The representatives from Babolat, JV International, NFA, Pylon and Remington received their award from Christian Delhaye at the event. The awards and their winners in full are:

• Award: Special Award for the Investment by the Teams in the Start Up of a New Global Business Venture
  Licensee: JV International
  Why JV International won this award: JV International put together a dedicated team which quickly gained knowledge of the MICHELIN brand and guidelines, as well as, understanding and embracing the MLL strategy. They did this and quickly launched products through partnerships in the US and Europe.
• Award: Customer Satisfaction through Product Design, Product Quality and Consumer Support
  Licensee: Pylon
  Why Pylon won this award: There are three reasons why Pylon won this award; the first is they have a developed and launched a good example of a differentiated product with the MICHELIN Stealth wiper blade. Secondly, they have excellent quality control during the manufacture of the wiper blades and thirdly they have an excellent after-sales service with their helpline facility in the US.
• Award: Investment in Development of a MICHELIN branded Differentiated Product
  Licensee: Remington
  Why Remington won this award: Remington have developed a truly differentiated range of products with the MICHELIN EdgeLiner floor mat. These custom-fit mats needed significant initial investment in terms of scanning the inside of vehicles to gain precise measurements to produce a perfectly fitting product.
• Award: Speed to Establish a New Range of MICHELIN Vehicle Accessories in an Emerging Market
  Licensee: NFA (New Focus Auto)
  Why NFA won this award: The domestic market in China is a very important emerging market, which is growing very quickly, particularly the vehicle accessories market. NFA launched over 30 products in a very short time which were specifically for the Chinese market.
• Award: Extension of the MICHELIN brand into a New World
  Licensee: Babolat
  Why Babolat won this award: Babolat has taken the MICHELIN brand into a retail environment where it hasn’t been in the past with the tennis and badminton shoes with Michelin technology in the sole. Babolat also embarked on several successful communication campaigns in which to promote the shoes in these new channels for Michelin.
• Award: Promotion of the MICHELIN brand in the Tyre Channel
  Licensee: Kleen-Flo
  Why Kleen-Flo won this award: Kleen-Flo has taken the MICHELIN brand further into the tyre channel by developing a successful Store-in-Store concept in Canada which by animating their promotional work has resulted in strong sales.
• Award: Speed to Establish a New Range of MICHELIN Vehicle Accessories in a Mature Market
  Licensee: SPA (System Partner Autoteile)
  Why SPA won this award: SPA were selected as a licensee because of their knowledge of the vehicle accessories sector, and when coupled with the MICHELIN brand, this enabled SPA to quickly launch over 30 MICHELIN products in to the market in a short time.
• Award: Category Management in Vehicle Accessories including the MICHELIN brand
  Licensee: Impex
  Why Impex won this award: Impex have optimised the presence of the MICHELIN brand in the mass market environment with a category management approach. They have listings of the whole vehicle accessories category in mass market retailers.
• Award: Development of an Iconic product under the MICHELIN brand
  Licensee: Bardahl
  Why Bardahl won this award: Bardahl took on a clear specification delivered by MLL and through extensive research and development, created a product that exceeded this. The tyre sealant is a temporary repair supplied in an aerosol can. It re-inflates the tyre to a safe level to allow the car to be driven to the nearest tyre dealer where an expert can implement a permanent solution.
• Award: Promotion of the MICHELIN brand in the Do It Yourself Channel
  Licensee: FIAC
  Why FIAC won this award: FIAC placed the MICHELIN brand into a new channel by developing the Air Boutique concept for Air Compressors and Accessories for the DIY channel. This took up a lot of space and therefore enabled lots of MICHELIN branding in store.
• Award: Market Penetration in an Emerging Market
  Licensee: AR (Annovi Reverberi)
  Why AR won this award: Brazil is an important emerging market, where Karcher was a dominant force. AR have managed to gain good listings and embarked on good promotional activity in mass market channels, particularly DIY. They have gained excellent market growth in only 2 years.
• Award: Design of a MICHELIN branded, Differentiated Product Range
  Licensee: CAE (Custom Accessories Europe)
  Why CAE won this award: CAE recognised the need to evolve and improve the range of MICHELIN inflation products. They have now produced a unique design for the MICHELIN brand with a full range of compressors and foot pumps, with the very first digital foot pump launching with great success.

Christian Delhaye, Michelin Lifestyle’s Managing Director, recently announced the new Michelin Lifestyle Awards for Licensees.

Christian Delhaye said, “It’s very important to say that these awards are not for a Licensee’s overall business performance; they recognise certain specific best practices which we want to share amongst our Licensees.”

Congratulations to all of the winners from everyone in Michelin Lifestyle!