As an entrepreneur, Marco Villa Tron Katie is used to shuttle the general entertainment industry or the fashion in various Vanity Fair, in many cases, he will bring the beautiful lady was the wife of Tunis. 2010 in Moscow, and with him is known as Caesar’s Karl Lagerfeld fashion, making the latter invited the general Villa Pirelli calendar 2011; 2011 in New York, Hollywood actress Julianne Moore is pleased to present Pirelli Calendar 2012 launch, and a guest a guest host.
Vera is the general tire company Pirelli’s chairman and president. The world’s fifth-largest tire company, since 2002, has 190-year-old Italian company began to gradually divest its wire and cable and telecommunications services, focusing on high-end tire business.
Last November, the company released its 2015 vision, and revised the 2011-2015 investment plan, the amount of new investment will be 5 years from 1.9 billion euros to 22 billion euros, to 2015 as the world’s the absolute high-end tire market leader, in order to improve the EBIT margin to more than 16% in 2010 pre-tax profit margin of 8.4% per annum, the tire manufacturer to achieve a luxurious transformation.
As early as before the establishment of Ford, the Italian company produced its first automobile tire, which is 1901 (the French company Michelin in 1985 produced the first pneumatic tire of the car). Half a century later, thanks to the automotive and communications industries to flourish, as telecommunications cables and tire manufacturer Pirelli has developed rapidly. However, Ford and General Motors in the automobile production process (large-scale assembly line) and the company management system, marketing of innovation (the company’s centralization and decentralization, as well as multi-brand strategy), and the subsequent rise of the German and Japanese cars Toyota Lean production management innovation, and ultimately the formation of the United States, Germany, Japan Three Kingdoms pattern of the global automotive industry, so the Japanese Bridgestone Goodyear and the United States, Germany, mainland China (Horse brand) and the first production tire tire company Michelin in France forest as the world’s four major tire manufacturers, and the same “old” followed by Pirelli, the lack of large domestic auto industry in the context of Pirelli need for differentiation.
1964 of an accidental cross-border attempt to bring the brand Pirelli high-end of the driving force for half a century in the 20th century until today, which brings its brand of premium, then get rid of simple price competition passive situation.
Tire market, like all auto parts, as can be divided into parts and supporting business operations, the former through other channels, such as auto repair shop to sell directly to end customers, which is directly into the vehicle manufacturer’s parts suppliers .
In order to improve market share in the retail tire companies need to establish a good relationship with the channel, the most important is the car repair shop. In a very long period of time, mixed with sweat and gasoline auto repair shop in a variety of sexy female models hanging wall calendar, popular vehicle maintenance workers are welcome. Some parts maker will match up to New Year’s gift calendar.
In 1964, Pirelli UK decided not to do the same attempt. They entrusted the guidance of Derek Forsyth, hire Beatles photographer Robert Freeman to the Queen’s 1965 Pirelli calendar shoot, they only use young female models, as presented to the customer a small gift, this popular calendar. Pirelli’s decision to adopt the British practice in the next ten years, each Pirelli hired well-known photographer, the young or the very personal choice of model or actress as a calendar model, during the 1964-1974 years, the calendar works more or less mixed with the Beatles, rock, short skirts and anti-Vietnam war movement and other brand of the times, and gradually the entertainment vehicle repairer to the Western model offered to become a fashion legend to create calendars.
The 1970s, a decade after the Gulf War, the Pirelli company’s business has been affected, given the global economic downturn, after 1974, stopped making Pirelli Pirelli calendar, which led to the literary circle and fashion collection within the Pirelli calendar craze, some people will Pirelli calendar as photographs assembled into a book, printing and publishing. Involved in production in calendar photographers, models and their fans, driven by a tire company’s calendar has been promoted as a large fashion.
To the 1984 Pirelli Calendar Pirelli decided to restart production. The new era of Pirelli Calendar has more commercial atmosphere – the new version of the Pirelli calendar, the company’s tires or tire-related imprint is always time to time appeared in the Pirelli calendar. At the same time, throughout the period of the 1980s, Pirelli began aggressive mergers and acquisitions, the company was to the brink of bankruptcy.
Thus, the general-law Vera to the identity of the founder took over the Pirelli company, and began implementing a series of reforms and restructuring initiatives. The general management of Villa and his new found Pirelli Calendar help to reverse the influence of the Group’s image. By 1993, they once again to adjust the positioning of the Pirelli calendar, decided to give up all the information about tires, only concerned about the calendar of artistic expression, abandoned except for good taste-and outside of all the constraints and conditions. Adjustment of the Pirelli Calendar was invited to the world’s hottest models such as Cindy Crawford and Kate Moss, etc., once again a big success, and effectively improve the Pirelli Group’s brand awareness and reputation, especially in the celebrity circle. Many celebrities are willing to believe that a calendar could create works of art as a company able to provide the most high-quality and high-end products.
In fact, in the 1990s decade, the general Vera spent a lot of time and energy to the company’s mergers and acquisitions, restructuring, spin-off, so as to realize the value of personal and corporate assets. Until after 2002, began to gradually shrink, once again focused on the tire business. Villa’s latest plan is general in 2015 to firmly occupy the high-end tire market, for which he spared no expense to beat Michelin, a tire 2011-2013 F1 race sponsor. Of course, to become a car tire in the LV, the light of “a large fashion” is not enough, the first re-tire as a functional product, Pirelli high-end market to beat the other opponents, a basic premise is that the leading product quality and performance innovation, which requires the production process and materials technology continue to accumulate. This is also the general Vera decided to increase investment in the next four years, the reason why.
