Agree with Francis. I would first revisit the tire's installation. Make sure no tube is trapped under the tire bead, not the problem at the location in the photo but could be elsewhere. Why redo the fit? Because one of the next steps is to use air pressure as a inflating device (gosh is that too simple?) It's common practice in shops to pump up the tire past the ,max inflation level during the re seating attempts. Often the tire bead will "pop" up and fit correctly with just 10+% more pressure. Of course insuring that there are no under seated portions of the tire is important, hence revisiting the tire mounting first. Failing this step then seating pliers come into play soon. Two brands, Park and Bicycle Research, are the most popular. Both work well, I think the park work better with narrower tires and the Bicycle Researches less so. Lubricating the rim/tire beads can help, dish soap is the classic stuff. Andy