Understanding the market dynamics of tyre industry and identifying potential reasons behind CEAT’s low market share in certain applications in the TBR category of Kolkata, North & South 24 Pargana, Hoogly, Howrah, Midnapore.

1. STUDY ON CEAT RADIAL MARKET
MAINAK SAHA
AMITY UNIVERSITY KOLKATA

2. TABLE OF CONTENTS
 TABLE OF CONTENT
 TERRITORY COVERED
 MARKET SHARE ON BOTH TBB & TBR
 MARKET STUDY
 WHY NOT INTERESTED IN CEAT RADIAL
 REASON BEHIND THE SALES OF OTHER BRANDS
 SOLUTION FOR THE LOW TRB MARKET SHARE
 CONCLUSION
 REFERENCE

3. TERRITORY COVERED
 KOLKATA
 NORTH 24 PARGANA
 SOUTH 24 PARGANA
 HOWRAH
 HOOGHLY
 WEST MIDNAPUR
 EAST MIDNAPUR

4. MARKET SHARE ON BOTH TBB & TBR
THIS IS BASED ON FITMENT SERVEY
LOCATION- DUNLOP, AIRPORT AND BARASAT AREA
TOTAL 100 VECHILE IS SEEN OUT OF WHICH 19 VECHILE IS 10 WHEEL REST
81 IS 6 WHEEL TOTAL 676 TYRE IS SEEN
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
TBB TBR

5. MARKET STUDY
CEAT being in a leading position in tire industry had shortfall in
radial whereas bias is booming the report carried based on
fitment survey, CEAT LTD. occupy almost 40% market share
but in case of radial the figure is very less. So we carried out a
special program to take the customer voice to improve the
radial market i.e. “Capturing Verbatim Of The Customer”
through questioner by selecting radial customer in reference
to “Halla Bol” data.
We moved on and find out different views of problem and also
its solution………

6. WHY NOT INTERESTED IN CEAT RADIAL
It is prepared on the study of customer voice, maximum of
customer need frequent visit and the customer suffering from
claim and quality can be converted to potential buyer by
reward and continuous in touch with customer .
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
WANT
REWARDS
CLAIM
ISSUE
NEED OF
VISIT
QUALITY
ISSUE
No. of Customer
No. of Customer

7. REASON BEHIND THE SALES OF OTHER BRANDS
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
JK APOLLO MRF MICHELIN
REWARDS OFFERED
CLAIM SETTLED BY COMPANY
EASY AVAILIBILITY
QUALITY

8. SOLUTION FOR THE LOW TRB MARKET SHARE
 NEED OF SPECIAL DIVISION OF SALES & SERVICE IN TBR TO
MEET THE CUSTOMER FREQUENTLY AND TAKE CARE OF THEIR
DEMAND, THE DIVISION CAN BE MARGED IS THAT CASE.
 ATTRACTIVE SMALL GIFT TO TBR CUSTOMER ON VISIT.
 LOYALITY POINT SCHEME IS TO BE INTRODUCED WITH
LUCRATIVE YEARLY GIFT.
 MORE ADVERTISEMENT IS TO BE DONE TO MADE FAMILIAR
WITH THE PRODUCT .

9. CONCLUSION
FRIENDLY POLICY.
IMPROVED CUSTOMERS RELATION.
RIGHT PRODUCT PITCH TO RIGHT
APPLICATION.
CONTINUOUS CUSTOMER FEEDBACK.

10. REFERENCE
HALLA BOL DATA
FITMENT SURVEY DATA
CUSTOMER VERBATIM
INTERNET