The document discusses two units:
Unit 1 analyzes the market share of different tyre companies in the truck segment in India. It provides background on the tyre industry in India and discusses key issues like taxes, raw material costs, and imports/exports. It also examines trends in production, consumption, pricing, and capacity utilization.
Unit 2 will examine customers' preferences for different tyre brands and companies in the truck segment. It will discuss consumer buying behavior, objectives of the study, and methodology.
The document presents a project study report on the truck and bus radial tire segment. It discusses the major challenges facing the tire industry, including some customers using unbranded or Chinese tires and being unhappy with after-sales service. It analyzes JK Tyre's performance in the market and provides recommendations such as improving claim policies, increasing relationships with customers, and opening more service centers. The report is based on primary research conducted with 250 respondents in the Jaipur area.
The document provides information on the Indian automobile and tyre industries. It then focuses on analyzing financial statements and ratios for JK Tyres and CEAT.
Some key points:
- The Indian tyre industry has 60 plants, annual turnover of Rs. 50,000 crore, and exports of Rs. 10,500 crore. Major players are MRF, JK Tyres, and Apollo/CEAT.
- Ratio analysis shows CEAT has stronger financials than JK Tyres, with lower debt-equity ratio, higher net profit margin, and better ROI.
- Based on the analysis, CEAT is considered a better investment option compared to JK Tyres.
JK Tyre summer internship report on two wheeler tyre segmentVarun Jha
This document is a summer training report submitted by Varun Jha at JK Tyre & Industries Limited. The report analyzes dealer and customer satisfaction at JK Tyre. It includes an acknowledgement, declaration, executive summary, details about JK Tyre and the tyre industry in India, objectives, methodology, data analysis, conclusions, findings, suggestions, learning experience, and a week-by-week description of the training. The executive summary provides an overview of factors affecting customer and dealer satisfaction discovered in the study such as price, quality, brand, durability, commission, new schemes, service, and quality.
Study on customer satisfaction with special reference to Mahindra & MahindraAshish Gupta
This project is a part of our university dissertation and shows the appreciation and satisfaction level, tastes and preference of consumer towards Mahindra & Mahindra and how the company be a common name is Indian.
Tata Motors aims to capitalize on India's young population by hiring designers and engineers to create a new line of sleek, youth-focused products. It will survey young people for feedback on initial designs before production. To increase automobile demand in developing countries that lack roads, Tata's strategy is to form alliances with foreign governments to build more roads. Tata also aims to take advantage of resources from its parent company, the Tata Group, which could provide a strong competitive advantage through collaboration. There is opportunity for Tata's Nano car in other developing countries where consumers have low incomes.
Mahindra Report : Analysis of Mahindra & Mahindra ScorpioAnand Tomar
Analysis of Mahindra as a part of my final 1st semester project report of my PGDM course.
Analysis is on following topics : Sector, Company,, Product, Services, Marketing Strategies, Financial Analysis ,Human Resource Management of Mahindra.
Market strategy on mahindra finance their STP, Swot and 4 p Strategieskunal mittal
Mahindra finance Introduction,swot, STP, Competitor analysis, 4 P's, CSR activities, Products and their comparison, Price, Place, And ways of promoting their Product
Maruti Suzuki India Limited is a subsidiary of Suzuki Motor Corporation of Japan. It has a majority market share in India and has two manufacturing facilities near Delhi with a combined annual capacity of 1.2 million vehicles. The company offers a wide range of vehicles across segments, including popular models like Alto, WagonR, Swift, and SX4. It plans to expand manufacturing capacity to 1.75 million vehicles by 2013. The company is focusing on capacity expansion and R&D to maintain its leadership position in India's growing automobile market.
The document presents a project study report on the truck and bus radial tire segment. It discusses the major challenges facing the tire industry, including some customers using unbranded or Chinese tires and being unhappy with after-sales service. It analyzes JK Tyre's performance in the market and provides recommendations such as improving claim policies, increasing relationships with customers, and opening more service centers. The report is based on primary research conducted with 250 respondents in the Jaipur area.
The document provides information on the Indian automobile and tyre industries. It then focuses on analyzing financial statements and ratios for JK Tyres and CEAT.
Some key points:
- The Indian tyre industry has 60 plants, annual turnover of Rs. 50,000 crore, and exports of Rs. 10,500 crore. Major players are MRF, JK Tyres, and Apollo/CEAT.
- Ratio analysis shows CEAT has stronger financials than JK Tyres, with lower debt-equity ratio, higher net profit margin, and better ROI.
- Based on the analysis, CEAT is considered a better investment option compared to JK Tyres.
JK Tyre summer internship report on two wheeler tyre segmentVarun Jha
This document is a summer training report submitted by Varun Jha at JK Tyre & Industries Limited. The report analyzes dealer and customer satisfaction at JK Tyre. It includes an acknowledgement, declaration, executive summary, details about JK Tyre and the tyre industry in India, objectives, methodology, data analysis, conclusions, findings, suggestions, learning experience, and a week-by-week description of the training. The executive summary provides an overview of factors affecting customer and dealer satisfaction discovered in the study such as price, quality, brand, durability, commission, new schemes, service, and quality.
Study on customer satisfaction with special reference to Mahindra & MahindraAshish Gupta
This project is a part of our university dissertation and shows the appreciation and satisfaction level, tastes and preference of consumer towards Mahindra & Mahindra and how the company be a common name is Indian.
Tata Motors aims to capitalize on India's young population by hiring designers and engineers to create a new line of sleek, youth-focused products. It will survey young people for feedback on initial designs before production. To increase automobile demand in developing countries that lack roads, Tata's strategy is to form alliances with foreign governments to build more roads. Tata also aims to take advantage of resources from its parent company, the Tata Group, which could provide a strong competitive advantage through collaboration. There is opportunity for Tata's Nano car in other developing countries where consumers have low incomes.
Mahindra Report : Analysis of Mahindra & Mahindra ScorpioAnand Tomar
Analysis of Mahindra as a part of my final 1st semester project report of my PGDM course.
Analysis is on following topics : Sector, Company,, Product, Services, Marketing Strategies, Financial Analysis ,Human Resource Management of Mahindra.
Market strategy on mahindra finance their STP, Swot and 4 p Strategieskunal mittal
Mahindra finance Introduction,swot, STP, Competitor analysis, 4 P's, CSR activities, Products and their comparison, Price, Place, And ways of promoting their Product
Maruti Suzuki India Limited is a subsidiary of Suzuki Motor Corporation of Japan. It has a majority market share in India and has two manufacturing facilities near Delhi with a combined annual capacity of 1.2 million vehicles. The company offers a wide range of vehicles across segments, including popular models like Alto, WagonR, Swift, and SX4. It plans to expand manufacturing capacity to 1.75 million vehicles by 2013. The company is focusing on capacity expansion and R&D to maintain its leadership position in India's growing automobile market.
This document summarizes an internship project at JK Tyres on understanding the radialization process and conducting a fitment survey of passenger cars. The project involved researching JK Tyres' radialization workflow, product lines including truck, off-road vehicle, and passenger car tires. A survey of 200 passenger cars found JK Tyres had a 21% market share but lower dealer satisfaction than competitors. Recommendations included improving quality assurance, dealer training, and promoting JK Tyres' passenger car tires.
This document provides general information about a marketing project report on CEAT Limited's marketing mix prepared by Pritesh Radadiya for his college course. It includes a declaration, acknowledgements, preface, table of contents, and an initial section on general information about CEAT Limited including its history, vision, mission, size, types of products offered, market share, competitors, and covered areas.
This document discusses the different levels of strategy employed by Tata Group, including corporate, business, and functional strategies. It provides examples of Tata's growth, acquisition, joint venture, turnaround, divestment, differentiation, value innovation, R&D, operations, and sustainability strategies. Key strategies mentioned include Tata's alliance with NTT DoCoMo, acquisition of Corus and other companies, joint ventures with Starbucks and others, transforming Tata Power Delhi Distribution, and investing over 12,500 crore annually in R&D.
Maruti suzuki india ltd. Analysis through different Matrices.Owais Ashraf
Maruti Suzuki India's mission is to modernize the Indian automobile industry through producing fuel efficient vehicles. It aims for market penetration, partnerships, and learning. It has a wide range of popular vehicle models. It sees opportunities in India's growing purchasing power and government subsidies, but faces threats from used cars, competition, and Chinese manufacturers. It recognizes establishing electric two-wheelers as an opportunity due to no dominant player and tax benefits, but needs resources like production facilities and partnerships to pursue this new market.
This document outlines the vision, mission, five forces analysis, BCG matrix, SWOT analysis, core competencies, balanced scorecard, and principles for building a company to last for a tire manufacturing company. The vision is to provide highest quality products and services for total customer satisfaction. The mission is to be the number one tire brand in India and most profitable through customer obsession, high quality tires, and value for stakeholders. The five forces analysis finds supplier bargaining power and rivalry to be high threats. The BCG matrix shows tires as the cash cow. The SWOT analysis identifies innovation, supply chain, and market share as strengths and rising costs and competition as threats. Core competencies are identified as innovation, training, risk-
A study on customer preferebce and satisfaction towards bajaj bikesAjay Savaliya
This document summarizes a study on customer preference and satisfaction towards Bajaj bikes. The study found that customers primarily prefer Bajaj bikes for their price, mileage, maintenance cost and engine capacity. While most customers were satisfied with attributes like price and engine capacity, many were dissatisfied with the resale value and after sales services provided by Bajaj. The study also found associations between some customer demographics and attributes like mileage, look and style. Common problems reported included battery issues.
Interesting group project assessing whether Tata Motors should build a manufacturing plant in Vietnam or Malaysia, written after we spent some time in and around Ho Chi Minh City talking to business owners.
MBA marketing (summer internship report)MANUJ SINGH
The document is a marketing internship report submitted by Manuj Singh to Dr. Sanjeev Arora at Graphic Era University in Dehradun, India. The report focuses on the marketing strategies of Mahindra & Mahindra, an Indian automaker, with special reference to their SUV model Mahindra Scorpio. The report includes sections on the company profile, milestone achievements, product profiles of various Mahindra vehicles, research methodology used in the study, data analysis and findings on marketing strategies.
Project on Marketing Strategy of Maruti Suzuki.Ashish1004
This document provides an overview of the Indian automobile industry and Maruti Suzuki Ltd. In 3 sentences:
The automobile industry in India has grown significantly since the 1940s and liberalization in the 1990s allowed more foreign automakers to enter the market. Maruti Suzuki Ltd was established in 1981 as a joint venture between the Indian government and Suzuki Motor Corporation of Japan, and was very successful with its launch of the Maruti 800. The document discusses the history and development of the automobile industry in India as well as Porter's Five Forces model, and provides details on Maruti Suzuki's history, marketing strategies, and performance.
MRF Tyres Strategy Analysis
The company, MRF Ltd., originally started as a small manufacturing unit of balloons, latex cast squeaking toys and industrial gloves.
A young entrepreneur, K. M. Mammen Mappillai, opened a small toy balloon manufacturing unit in a shed at Tiruvottiyur, Madras (now Chennai).
The company established its first office in 1949 at Chennai
It began the manufacturing of tyres in 1961.
Maruti Suzuki was established in 1981 through an act of parliament to meet the growing demand for personal transportation. It launched its first car, the Maruti 800, in 1983. Suzuki Motor Company was chosen as a partner due to its expertise in small cars. Initially Suzuki held a 26% stake in Maruti Suzuki. Maruti Suzuki gained market dominance by segmenting the market and launching different models to target various income groups and customer types. However, it lost market share in the late 1990s when competitors launched new models with more features at similar prices. To regain market share, Maruti Suzuki launched new models like Zen, Alto and WagonR which were successful.
This document summarizes an environmental scan conducted by the Boston Consulting Group for Apollo Tyres to identify opportunities and threats in India. The scan analyzed how factors like agriculture, industrial performance, transportation and vehicle production impact the tyre industry. It found the industry is primarily demand-driven and dependent on original equipment and replacement segments. The main macro factors selected for analysis were GDP, industrial production, road length and inflation. The scan concluded increasing income, consumption and vehicle production present opportunities for Apollo Tyres to partner with automakers and target youth. Tying rural sales to tractors and motorcycles was also recommended.
Tata Motors is India's largest automobile company headquartered in Mumbai. It produces passenger vehicles, trucks, buses and defense vehicles. The presentation analyzed Tata Motors' financial performance from 2012-2013 to 2015-2016. Key findings were that the company's gross profit ratio remained consistent, net profit ratio improved year-over-year, debt-equity ratio remained below 1, and return on net worth increased, indicating growing profitability. The analysis also examined Tata Motors' competitors, product segments, strengths, weaknesses and opportunities for growth.
This document provides an overview of Tata Motors, an Indian automotive manufacturing company. It was submitted by 7 students as part of a class project. It discusses Tata Motors' history, products, facilities, operations strategies, and capacity planning. Key points include that Tata Motors was founded in 1945 and manufactures commercial vehicles, passenger cars, and buses. It has major manufacturing bases in Jamshedpur, Pune, Lucknow, and Pantnagar. The document also covers topics like facility layout, inventory management, and procurement processes at Tata Motors.
Group 1 presented a case study on Maruti Udyog Limited, now known as Maruti Suzuki India Limited. The summary is:
1. Maruti Suzuki is India's largest automobile company and a joint venture between Suzuki Motor Corporation and the Government of India.
2. It was established in 1981 to meet the demand for personal transportation in India and began production in 1983.
3. Over the years, Maruti has grown to become the market leader in the car segment through strategic initiatives like expanding its product line up, focusing on customer service, and maintaining cost leadership.
The document provides an analysis of the Indian automobile and tyre industries. It discusses key trends in the industries and provides an overview of major players JK Tyres and CEAT. Ratio analysis is conducted on the financial statements of JK Tyres and CEAT from 2013-2016. The analysis shows that while JK Tyres has a larger market share, CEAT has stronger financial metrics like lower debt-equity ratio, higher net profit margin, and better return on investment. Therefore, the summary concludes that CEAT provides better investment opportunities compared to JK Tyres.
The chemical industry in India is one of the earliest domestic industries, contributing around 7% to India's GDP. It has witnessed growth of 13-14% in the last 5 years and is in the growth phase of its industry lifecycle. The Indian chemicals market size is estimated at $110 billion for fiscal year 2015, growing at over 10-13% annually. Key growth drivers include the huge growth potential in the developing domestic market, rising GDP and purchasing power, low-cost manufacturing, and policies supporting 100% FDI. Critical success factors for players in the industry include developing the Indian market, leveraging the cost advantage for production and exports, capturing growth in associated chemical-dependent sectors, and ensuring reliable feedstock supply.
Tata Motors saw success in turning around its passenger vehicle segment through its "Turnaround 2.0" strategy. This included focusing on building a strong portfolio of products across high-demand segments through third-generation impact design models with high safety ratings. Maintaining a presence in all key segments and launching localized campaigns helped Tata Motors achieve its goal of becoming the third largest player in the domestic passenger vehicle market in India.
M&M complete analysis done in the year 2013, from july 2013-october 2013 with the help of our respective college staff. Special thanks to the Dean Prof. Bhattacharjee & visiting faculty prof. Abhay Srivastava.
The automobile sector is a global industry worth over $2 trillion annually. Emerging markets now account for over half of global vehicle sales, a trend that is accelerating. Major automakers like Toyota, GM, and Volkswagen produce over 50 million vehicles each year across countries like the US, Japan, Europe, India and employ over 50 million people directly or indirectly. Factors that impact the automobile industry include material and labor costs, technology, advertising, government policies, and demand drivers like consumer income and financing availability.
JK Tyre was founded in 1951 in West Bengal and is named after its founders, Lala Juggilal Singhania and Lala Kamlapat Singhania. The company's vision is to be one of the most admired companies in India committed to excellence, and its mission is to be a customer-obsessed company and the number one tyre brand in India. The document discusses a study conducted to understand customer satisfaction and awareness of JK Tyre and tubeless tyre technology. The study found that 87.4% of customers were satisfied with JK Tyre performance, slightly less than for MRF. It also found that 95.6% of customers were aware of tubeless tyre technology and most saw
Corporate social responsibility is a concept where organizations consider the interests of society by taking responsibility for their impact on stakeholders and the environment. JK Tyre, established in 1951, is a leading Indian tire exporter that engages in various social responsibility initiatives like free medical camps, eye camps, and programs for mentally retarded children. JK Tyre also supports initiatives related to HIV/AIDS awareness, road safety, education through the Lakshmipat Singhania School, environmental conservation through tree planting and public parks, and maintenance of civic amenities.
This document summarizes an internship project at JK Tyres on understanding the radialization process and conducting a fitment survey of passenger cars. The project involved researching JK Tyres' radialization workflow, product lines including truck, off-road vehicle, and passenger car tires. A survey of 200 passenger cars found JK Tyres had a 21% market share but lower dealer satisfaction than competitors. Recommendations included improving quality assurance, dealer training, and promoting JK Tyres' passenger car tires.
This document provides general information about a marketing project report on CEAT Limited's marketing mix prepared by Pritesh Radadiya for his college course. It includes a declaration, acknowledgements, preface, table of contents, and an initial section on general information about CEAT Limited including its history, vision, mission, size, types of products offered, market share, competitors, and covered areas.
This document discusses the different levels of strategy employed by Tata Group, including corporate, business, and functional strategies. It provides examples of Tata's growth, acquisition, joint venture, turnaround, divestment, differentiation, value innovation, R&D, operations, and sustainability strategies. Key strategies mentioned include Tata's alliance with NTT DoCoMo, acquisition of Corus and other companies, joint ventures with Starbucks and others, transforming Tata Power Delhi Distribution, and investing over 12,500 crore annually in R&D.
Maruti suzuki india ltd. Analysis through different Matrices.Owais Ashraf
Maruti Suzuki India's mission is to modernize the Indian automobile industry through producing fuel efficient vehicles. It aims for market penetration, partnerships, and learning. It has a wide range of popular vehicle models. It sees opportunities in India's growing purchasing power and government subsidies, but faces threats from used cars, competition, and Chinese manufacturers. It recognizes establishing electric two-wheelers as an opportunity due to no dominant player and tax benefits, but needs resources like production facilities and partnerships to pursue this new market.
This document outlines the vision, mission, five forces analysis, BCG matrix, SWOT analysis, core competencies, balanced scorecard, and principles for building a company to last for a tire manufacturing company. The vision is to provide highest quality products and services for total customer satisfaction. The mission is to be the number one tire brand in India and most profitable through customer obsession, high quality tires, and value for stakeholders. The five forces analysis finds supplier bargaining power and rivalry to be high threats. The BCG matrix shows tires as the cash cow. The SWOT analysis identifies innovation, supply chain, and market share as strengths and rising costs and competition as threats. Core competencies are identified as innovation, training, risk-
A study on customer preferebce and satisfaction towards bajaj bikesAjay Savaliya
This document summarizes a study on customer preference and satisfaction towards Bajaj bikes. The study found that customers primarily prefer Bajaj bikes for their price, mileage, maintenance cost and engine capacity. While most customers were satisfied with attributes like price and engine capacity, many were dissatisfied with the resale value and after sales services provided by Bajaj. The study also found associations between some customer demographics and attributes like mileage, look and style. Common problems reported included battery issues.
Interesting group project assessing whether Tata Motors should build a manufacturing plant in Vietnam or Malaysia, written after we spent some time in and around Ho Chi Minh City talking to business owners.
MBA marketing (summer internship report)MANUJ SINGH
The document is a marketing internship report submitted by Manuj Singh to Dr. Sanjeev Arora at Graphic Era University in Dehradun, India. The report focuses on the marketing strategies of Mahindra & Mahindra, an Indian automaker, with special reference to their SUV model Mahindra Scorpio. The report includes sections on the company profile, milestone achievements, product profiles of various Mahindra vehicles, research methodology used in the study, data analysis and findings on marketing strategies.
Project on Marketing Strategy of Maruti Suzuki.Ashish1004
This document provides an overview of the Indian automobile industry and Maruti Suzuki Ltd. In 3 sentences:
The automobile industry in India has grown significantly since the 1940s and liberalization in the 1990s allowed more foreign automakers to enter the market. Maruti Suzuki Ltd was established in 1981 as a joint venture between the Indian government and Suzuki Motor Corporation of Japan, and was very successful with its launch of the Maruti 800. The document discusses the history and development of the automobile industry in India as well as Porter's Five Forces model, and provides details on Maruti Suzuki's history, marketing strategies, and performance.
MRF Tyres Strategy Analysis
The company, MRF Ltd., originally started as a small manufacturing unit of balloons, latex cast squeaking toys and industrial gloves.
A young entrepreneur, K. M. Mammen Mappillai, opened a small toy balloon manufacturing unit in a shed at Tiruvottiyur, Madras (now Chennai).
The company established its first office in 1949 at Chennai
It began the manufacturing of tyres in 1961.
Maruti Suzuki was established in 1981 through an act of parliament to meet the growing demand for personal transportation. It launched its first car, the Maruti 800, in 1983. Suzuki Motor Company was chosen as a partner due to its expertise in small cars. Initially Suzuki held a 26% stake in Maruti Suzuki. Maruti Suzuki gained market dominance by segmenting the market and launching different models to target various income groups and customer types. However, it lost market share in the late 1990s when competitors launched new models with more features at similar prices. To regain market share, Maruti Suzuki launched new models like Zen, Alto and WagonR which were successful.
This document summarizes an environmental scan conducted by the Boston Consulting Group for Apollo Tyres to identify opportunities and threats in India. The scan analyzed how factors like agriculture, industrial performance, transportation and vehicle production impact the tyre industry. It found the industry is primarily demand-driven and dependent on original equipment and replacement segments. The main macro factors selected for analysis were GDP, industrial production, road length and inflation. The scan concluded increasing income, consumption and vehicle production present opportunities for Apollo Tyres to partner with automakers and target youth. Tying rural sales to tractors and motorcycles was also recommended.
Tata Motors is India's largest automobile company headquartered in Mumbai. It produces passenger vehicles, trucks, buses and defense vehicles. The presentation analyzed Tata Motors' financial performance from 2012-2013 to 2015-2016. Key findings were that the company's gross profit ratio remained consistent, net profit ratio improved year-over-year, debt-equity ratio remained below 1, and return on net worth increased, indicating growing profitability. The analysis also examined Tata Motors' competitors, product segments, strengths, weaknesses and opportunities for growth.
This document provides an overview of Tata Motors, an Indian automotive manufacturing company. It was submitted by 7 students as part of a class project. It discusses Tata Motors' history, products, facilities, operations strategies, and capacity planning. Key points include that Tata Motors was founded in 1945 and manufactures commercial vehicles, passenger cars, and buses. It has major manufacturing bases in Jamshedpur, Pune, Lucknow, and Pantnagar. The document also covers topics like facility layout, inventory management, and procurement processes at Tata Motors.
Group 1 presented a case study on Maruti Udyog Limited, now known as Maruti Suzuki India Limited. The summary is:
1. Maruti Suzuki is India's largest automobile company and a joint venture between Suzuki Motor Corporation and the Government of India.
2. It was established in 1981 to meet the demand for personal transportation in India and began production in 1983.
3. Over the years, Maruti has grown to become the market leader in the car segment through strategic initiatives like expanding its product line up, focusing on customer service, and maintaining cost leadership.
The document provides an analysis of the Indian automobile and tyre industries. It discusses key trends in the industries and provides an overview of major players JK Tyres and CEAT. Ratio analysis is conducted on the financial statements of JK Tyres and CEAT from 2013-2016. The analysis shows that while JK Tyres has a larger market share, CEAT has stronger financial metrics like lower debt-equity ratio, higher net profit margin, and better return on investment. Therefore, the summary concludes that CEAT provides better investment opportunities compared to JK Tyres.
The chemical industry in India is one of the earliest domestic industries, contributing around 7% to India's GDP. It has witnessed growth of 13-14% in the last 5 years and is in the growth phase of its industry lifecycle. The Indian chemicals market size is estimated at $110 billion for fiscal year 2015, growing at over 10-13% annually. Key growth drivers include the huge growth potential in the developing domestic market, rising GDP and purchasing power, low-cost manufacturing, and policies supporting 100% FDI. Critical success factors for players in the industry include developing the Indian market, leveraging the cost advantage for production and exports, capturing growth in associated chemical-dependent sectors, and ensuring reliable feedstock supply.
Tata Motors saw success in turning around its passenger vehicle segment through its "Turnaround 2.0" strategy. This included focusing on building a strong portfolio of products across high-demand segments through third-generation impact design models with high safety ratings. Maintaining a presence in all key segments and launching localized campaigns helped Tata Motors achieve its goal of becoming the third largest player in the domestic passenger vehicle market in India.
M&M complete analysis done in the year 2013, from july 2013-october 2013 with the help of our respective college staff. Special thanks to the Dean Prof. Bhattacharjee & visiting faculty prof. Abhay Srivastava.
The automobile sector is a global industry worth over $2 trillion annually. Emerging markets now account for over half of global vehicle sales, a trend that is accelerating. Major automakers like Toyota, GM, and Volkswagen produce over 50 million vehicles each year across countries like the US, Japan, Europe, India and employ over 50 million people directly or indirectly. Factors that impact the automobile industry include material and labor costs, technology, advertising, government policies, and demand drivers like consumer income and financing availability.
JK Tyre was founded in 1951 in West Bengal and is named after its founders, Lala Juggilal Singhania and Lala Kamlapat Singhania. The company's vision is to be one of the most admired companies in India committed to excellence, and its mission is to be a customer-obsessed company and the number one tyre brand in India. The document discusses a study conducted to understand customer satisfaction and awareness of JK Tyre and tubeless tyre technology. The study found that 87.4% of customers were satisfied with JK Tyre performance, slightly less than for MRF. It also found that 95.6% of customers were aware of tubeless tyre technology and most saw
Corporate social responsibility is a concept where organizations consider the interests of society by taking responsibility for their impact on stakeholders and the environment. JK Tyre, established in 1951, is a leading Indian tire exporter that engages in various social responsibility initiatives like free medical camps, eye camps, and programs for mentally retarded children. JK Tyre also supports initiatives related to HIV/AIDS awareness, road safety, education through the Lakshmipat Singhania School, environmental conservation through tree planting and public parks, and maintenance of civic amenities.
The document provides an overview of the Indian tyre industry. It discusses the origins and growth of the industry since 1926. It notes that the industry now employs nearly 1 million people directly and indirectly. The industry is dominated by large organized players but the unorganized sector remains significant for bicycle tires. The document also outlines some key trends, segments, demand drivers, exports, concerns and opportunities for the Indian tire industry.
Apollo Tyres aims to strengthen its brand awareness and perception through a marketing mix focused on product innovation, an extensive distribution network, and promotional campaigns emphasizing functional benefits. The company segments consumers and targets various vehicle types, focusing currently on passenger cars and the truck/bus segment. Apollo positions itself as providing high-performance, safe tyres at a value price through advanced technology.
MRF is a leading manufacturer and exporter of tires, conveyor belts, and paints headquartered in Chennai, India. It has 7 manufacturing plants in South India and over 2,500 distribution outlets across India and 65 other countries. MRF differentiates itself through high quality and durable products. It targets individual car owners as well as automotive companies. While it faces competition on factors like price and performance, MRF maintains its leadership through innovation, loyal customers, and financial strength.
A project report on to study the customers satisfaction towards mrf tyres at...Babasab Patil
This document provides an introduction to studying customer satisfaction towards MRF Tyres. It begins with background on MRF, which manufactures the largest range of tires in India and enjoys high brand preference for quality. It also owns awards for customer satisfaction. The document then states the objectives of the study, which are to understand customer satisfaction attributes and levels towards MRF tires in Bagalkot city. It outlines the scope as focusing on customer information in Bagalkot and limitations such as sample size.
Apollo Tyres Ltd generates 59% of its revenue from India, 28% from Europe, and 13% from Africa. It has operations in India, the Netherlands, South Africa, and Zimbabwe. The company's vision is to become a significant global tyre player and a preferred brand that enhances stakeholder value. The Indian tyre industry is worth approximately Rs. 225 billion with the top players being Apollo Tyres, MRF, JK Tyres, and Ceat, which combined account for 75% of industry turnover. Apollo Tyres has grown its net worth, net current assets, net block, and total debt between 2007-2011. It has also increased total operating income, profits, earnings per share, and
MRF Ltd. started as a small toy balloon manufacturing unit in 1949 and began manufacturing tires in 1961. It is now a major tire manufacturer in India with multiple plant locations. MRF produces tires, conveyor belts, pretreads, and industrial paints and coatings. It has key OEM customers like Maruti, Tata Motors, and Honda. MRF faces competition from other major Indian tire manufacturers like CEAT and Apollo. It has established a large distribution network across India to market its industrial and automotive products.
Tyre Manufacturing Process at J K TyreMayank Verma
Radial Pioneer is the first Indian company to manufacture radial tires. It has a 21% market share in the passenger car segment and produces India's largest off-the-road tire. The tire manufacturing process involves several key steps: blending and milling rubber, extruding and calendering the rubber into thin sheets, assembling tire components, curing the green tire into shape using heat and pressure, finishing and inspecting the final tire. The document outlines the tire production process and emphasizes the importance of skilled labor and systematic work methods for efficient mass tire production.
The document provides an analysis of the Indian tyre industry. It discusses key details of the $47.5 billion industry, including that the top 10 companies account for over 90% of production. Domestic demand is driven by factors like industrial activity and personal income growth. Exports have grown at an 8% CAGR. The industry faces competition from cheaper Chinese tires. A PESTEL analysis identifies political issues like import duties and economic challenges from fluctuating demand cycles. Company profiles and financial analyses are provided for major players like MRF, Apollo, and CEAT to evaluate their performance and prospects.
The document discusses Michelin, a tire and mobility company. It provides details on Michelin's history, leadership, organizational structure, strategic business units which include tires, tourism and navigation products. There is an analysis of Michelin's tire production rates, manufacturing process, internal financial situation, and external competitive environment. Key competitors in the tire industry like Bridgestone and Goodyear are also discussed. Government regulations and the potential for new competitors entering the Asian market are noted as influences in Michelin's industry environment.
The document discusses the key processes involved in tyre manufacturing, including compounding and mixing rubber and other materials, milling and calendaring the rubber into sheets, extruding tread and other components, assembling the components on a tyre building machine, curing and vulcanizing the assembled tyre, and final inspection and finishing of the cured tyre. Tyre manufacturing requires combining many raw materials like various rubber compounds, carbon black, fabric, and steel wires and cables through mixing, shaping, building, and curing processes to produce the final product.
Vingtor-Stentofon Maritime Product OfferingZenitel Group
This is a selection of Vingtor-Stentofon and 3rd party products provided as stand-alone systems and integrated solutions by the Zenitel Group. IP Public Address & General Alarm, Talk Back, Intercom, Integrated Bridge Solutions, IP TV Entertainment and radio are some of the systems we provide.
Big data in oil and natural gas industriesVINU KIRAN S
This presentation is designed to discuss about complete view of using big data and analytics techniques over vast geological survey data, as they are applied to the oil and gas industry.
The document discusses implementing a project lifecycle methodology to address issues arising from a lack of defined processes. It proposes:
1) Fast deployment of a complete project lifecycle methodology using a ready-made schema from a third party to improve efficiency and quality standards compliance.
2) Implementing the methodology may be done gradually by splitting it into several projects to address resource constraints.
3) Training all project stakeholders on the new methodology to ensure successful adoption and improved return on investment.
An integrated marketing plan takes a strategic approach by defining the target audience (WHO), the desired actions (WHAT), and how to execute the plan (HOW). Simply being on Facebook is not a strategy without understanding WHO the target users are, WHAT the business wants them to do, and HOW the plan will be implemented. An effective plan requires determining objectives, conducting research, setting a budget and goals, analyzing strengths/weaknesses/opportunities/threats, testing and measuring results.
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Customer perception @ bijjaragi motors mba project reportBabasab Patil
The document discusses a study of customer perception and loyalty towards Bijjaragi Motors in Bijapur, Karnataka. It provides background on the automobile industry in India and Tata Motors. Bijjaragi Motors is a Tata Motors dealership that sells various Tata vehicle models. The study aims to understand customer awareness, opinions, and factors influencing vehicle purchases from Bijjaragi Motors. A survey was conducted through questionnaires with 50 potential customers in Bijapur district to collect primary data for the study.
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1. The first motor tricycle was built in 1884 in England. Early gasoline motorcycles were developed in Germany and France in the 1880s-1890s.
2. Motorcycle popularity grew after 1910, especially during WWI when they were used by armed forces for dispatching. Interest continued after WWI until the Great Depression. Another revival occurred after WWII.
3. Today's competitive motorcycle market includes models from India and global collaborations focusing on features like technology, efficiency and styling. Several pioneering motorcycle brands from the late 19th/early 20th century are mentioned.
4. The two
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Marketing strategies in automobile industry in indiaRaagini m
EXECUTIVE SUMMARY
Marketing is the action or business of promoting and selling products or services, including market research, strategies, advertising, etc.
Indian Automobile Industry is one of the largest in the world. It contributes to 7.1% of country’s GDP.
In this research, the marketing strategies that are taken up by the automobile manufacturers to grow and sustain in the Indian Market is discussed. This research is secondary in nature. For this purpose, two of the leading automobile companies are taken – Tata Motors Ltd and Hyundai Motors India Ltd (HMIL).
3 major criteria are taken to carry out this research:
a) 4P’s of Marketing
b) SWOT analysis
c) Pest Analysis
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Tata has a well-established brand name
It is almost in all segments of the automobile market.
It is socially more active and giving than HMIL
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0601073 perception mapping of competitors product in the mind of customers Supa Buoy
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1. Unit-1:
MARKET SHARE OF DIFFERENT
TYRE COMPANIES IN TRUCK
SEGMENT
Unit-2:
CUSTOMER’S PREFERENCE ON
DIFFERENT BRANDS AND TYRE
COMPANIES IN TRUCK SEGMENT
Ambedkar Institute of Management Studies 1
2. Contents
Unit-1: MARKET SHARE OF DIFFERENT TYRE COMPANIES IN TRUCK SEGMENT.
Executive Summary:
a. Introduction
b. About Tyre industries in India (Background, key issues,
Review of performance)
c. Growth of Tyre Industries
d. Various Types of Tyre segment
JK’s Brief profile (Company)
a.
About JK
b.
Mission & Vision
c.
Marketing strategy
d.
SWOT analysis
e. Organizational structure
Objectives of the study
Need for the study
Limitation of the study
Research Methodology of the study
Data analysis & Interpretation
Findings
Suggestions
Unit-2: CUSTOMER’S PREFERENCE ON DIFFERENT BRANDS AND TYRE COMPANIES IN TRUCK SEGMENT.
Consumer Buying behaviour
Indian consumer profile
Objective of the study
Limitation Of the study
Methodology
Data analysis & interpretation
Findings
Suggestions
Conclusion
Bibliography
Annexure
Ambedkar Institute of Management Studies 2
3. Executive Summary:
a. About Tyre industries in India
b. Growth of Tyre Industries
c. Various Types of Tyre segment
JK’s Brief profile (Company)
a. About JK
b. Mission & Vision
c. Marketing strategy
d. SWOT analysis
e. Marketing Organization
Executive Summary
a. Introduction
Ambedkar Institute of Management Studies 3
4. In today’s world of intense competition and rapid dynamism, all the companies
worldwide are tuning their focuses on the customer. Suddenly, the customer had
succeeded in capturing all the attention of the companies towards him, so much so, that
the once famous maxim, “customer is the god” has become so true and relevant today.
There has been a “paradigm shift” in the thinking of these companies and none other then
the customer has brought this about.
Earlier there was a sellers market, since goods and services were in short supply and
the sellers use to call the shots. But, ever since the advent of the era of globalization,
there has been total transformation in the way the customers being perceived. Today,
marketers are directing their efforts in retaining the customers and customers’ base. Their
focus has shifted towards integrating the three elements people, service and marketing.
The customer’s importance has assumed imponderable proportions in today’s
world, because of the inherent value that the customers command. A customers can
“make or break” a company. It is the responsibility of every company to see that all its
customers are equally satisfied with them, for one single dissatisfied customer will tell at
least nine others about the dissatisfaction and will spark off a chain reaction and spell
doom for that company. In such scenario, retention of the existing customers assumes
diabolical proportion. Research has thrown light on some important aspects of customers’
retention it has been proved empirically that acquiring new customers can cost five times
more than the cost involved in satisfying and retaining current customers.
In the past, the customers was taken for a ride, as there were not many players in the
fields, not much importance was attached to product safety, quality, service and product
appeal. The attitude of the manufacture was that of “caveat – emptor”. Thanks to the
government policies on liberalization, globalization and privatization (LPG), the market
scenario has changed today. Today, the customer has a host of defense mechanism like
the customers protection laws, regulation of the government, the powerful hands of the
organization, customers’ courts, switching to substitute or competitors that offer at
competitive prices, etc. The maxim,” caveat – emptor” has been replaced by “caveat
venditor”.
Ambedkar Institute of Management Studies 4
5. In the past, after sales service was consider as a cost center, Companies were lethargic in
attending to customers complaints. Availability of trainee service personal and quality
genuine spare parts posed serious problems. However, with the rising competition, there
could not be much product differentiation, as price and quality were comparable and
latest technology was to each and every company in the field. Since, there could not be
much differential a tangible assets, the companies concentrated on the “intangible assets”,
namely the “service factor”, which served as a major differentiator. Today after sales
service is an important aspect of every company, and it is no more considered as a cost
center, but considered as a profit center. Every organization strives hard to retain its
existing customers at any cost since it is five times costly to get a new customers, then to
retain an existing customers. Most of the industries today use of information technology
to best services to their customers.
b. About Tyre industries in India
Background
The origin of the Indian Tyre Industry dates back to 1926 when Dunlop Rubber Limited
set up the first tyre company in West Bengal. MRF followed suit in 1946. Since then, the
Indian tyre industry has grown rapidly.
Transportation industry and tyre industry go hand in hand as the two are interdependent.
Transportation industry has experienced 10% growth rate year after year with an absolute
level of 870 billion ton freight. With an extensive road network of 3.2 million km, road
accounts for over 85% of all freight movement in India.
Key Issues of tyre industries
High tax usage
The high tax content on tyres can be gauged from the fact that the percentage of total tax
to the tax excluded price for various categories of tyres is - 44% for Truck Tyre; 41% for
Passenger Car Radial Tyre, 35% for Tractor Rear Tyre and 76% for Truck Tyre Tube.
Ambedkar Institute of Management Studies 5
6. Increase in raw material costs
Apart from being capital intensive, the tyre industry is highly raw material intensive. Any
change in the prices of raw materials affects the profitability of tyre companies. The raw
materials used in the manufacture of tyres are rubber and petroleum derivatives like
nylon tyre cord, carbon black, styrene butadiene rubber and poly butadiene rubber. The
most important raw material is rubber-natural and synthetic. Natural rubber (NR), with
29% weightage in the cost of raw materials used by tyre industry, is the highest cost item.
Annual consumption of NR by tyre industry is 3.50 lakh tonnes, valued at Rs. 14 billion.
Over 85% of NR consumed' by the industry is procured domestically. 15% is imported.
In the 2003-04 fiscal, as against the Minimum Statutory Price of Rs. 32.0 per kg, the
ruling domestic price of NR had been over Rs. 50 per kg. This is higher than the world
rubber prices. However, this does not entail the tyre industry players to import as a
number of restrictions are imposed on the import of NR. NR can be imported only
through two ports-Kolkata & Visakhapatnam. The customs duty on import of natural
rubber is 20%, with 10% under Bangkok Agreement. However, this is not relevant, as NR
is not cultivated in South Korea, Bangladesh & China (signatories under the Bangkok
Agreement). Hence, NR can be sourced only from Sri Lanka (under the Indo-Sri Lanka
Agreement), which is of bad quality. Thus, the options of rubber import are restricted and
the manufacturers have to rely on the domestic market for procuring rubber.
Import of tyres
During the FY2002, over 1,10,000 passenger car tyres were imported. Although this
constitutes a small percentage (1.5%) of total passenger car tyre production in the
country, since total imports are of radial passenger car tyres, the percentage is higher
when compared against domestic production of radial passenger car tyres. A large
percentage of imports are from South Korea at a concessional rate of customs duty (i.e.
15%) under the Bangkok Agreement - as against 20% normal rate of customs duty.
Even though the Government has imposed a restraint on the import of used tyres into
India, occasionally there are reports of import of such tyres in a clandestine manner,
Ambedkar Institute of Management Studies 6
7. sometimes as new tyre at low value, since there is no restriction on import of new tyres or
as tyres under the "others" category. Many countries such as Japan, Bangladesh, Pakistan,
Philippines, Thailand, Kenya, South Korea, etc. have either put a complete ban on import
of used tyres or have placed stringent conditions on such imports.
Tyre Exports
The product focus of tyre exports from India has been Traditional Truck Tyres. Globally
this segment of tyre export is shrinking due to greater acceptance of radial tyres. Over the
years, China has emerged as a major exporter in bias tyre category. Additionally, export
of Indian tyres to select countries is subjected to non-tariff barriers (NTBs) by way of
standards, tests, etc. Export of cheaper tyres from China to major tyre importing markets,
like US, is adversely affecting Indian tyre exports to these markets. India's share in
exports to these countries (especially USA) is progressively declining. If the trend is not
reversed, Indian tyre industry will find it extremely difficult to regain its erstwhile
position in these markets. Low rate of interest, cheaper electricity tariff, hidden subsidies
by the Chinese Government, better infrastructure facilities and lower transaction costs are
factors favourable to Chinese tyre industry.
Trends in Production, Consumption, Price & Capacity Utilization
The total tyre produced in the country was 51.58 million units in FY2003 - a 19% growth
rate over FY2002.
CAGR of tyre production (in %)
FY 1993-2003 9%
FY 1993-1998 7%
FY 1999-2003 9%
FY 2002-2003 19%
Compiled by INGRES
Currently, the size of the Indian tyre industry is estimated at Rs. 128 billion (0.5% of
Indian GDP), as of FY2003. The total installed capacity of the Indian tyre industry is
around 60.5 mn units, and the capacity utilization is around 85%. The capacity utilization
improved in FY2003 following improved demand from the automotive segment (75% in
FY2001). Additionally, in FY2003, the price realization of tyre manufacturers also
registered an increase by 8%, as against a 0.6% increase in FY2002.
Ambedkar Institute of Management Studies 7
8. Demand Supply Gap
The demand for tyres is either in the domestic market or in the export market. As far as
domestic demand is concerned, the OEM and the replacement segments are likely to
witness strong growth given the current performance of the automotive sector. Given the
strong linkages of tyre industry with automotives, its demand is likely to be strong over
the short to medium term. As for the export demand for tyres, the outlook is positive,
even though some downsides remain.
As regards supply of tyres, currently, the major players are in the process of expanding
their capacities, in anticipation of uptrend in sales. For instance, Apollo Tyres has set up a
joint venture with Michelin for manufacture and sale of bus and truck radials. JK is
expanding its Mysore truck and bus radial facility along with eyeing acquisitions of
smaller units. Ceat has increased its offtake by 3 times from Pirelli. However, a
characteristic of the Indian tyre industry is that most of the tyre manufacturers in the past
had increased capacities in anticipation of a surge in demand, but when it did not
materialise, they reduced their addition to capacities. Thus, the demand-supply gap is
likely to be an important issue for the Indian tyre industry over the short to medium term.
Review of Performance
Overall Performance
The operating margin of the representative sample of tyre companies improved during
FY2003. However, the net profit margin of the tyre companies even though improved,
was still at 3%.
Performance in FY2004
The tyre industry continues to be driven by good demand growth, propelled by sustained
uptrend in demand and sales of automobiles in general, and commercial vehicles and
passenger cars in particular. However, this does not get translated into improved margins
for the industry, as it is witnessing sustained rise in prices of raw materials like natural
rubber. Additionally, the customs duty on imports has been brought down from 25% to
20% and Special Additional Duty of 4% has been dispensed with.
Ambedkar Institute of Management Studies 8
9. Outlook
The level of economic activity, performance of domestic automotive industry, and the
faring of the transport sector directly influence the performance of the tyre industry in
India. With the replacement segment dominating the overall tyre demand in India, the
industry remains inherently vulnerable to economic cycles. While radicalization has
become the norm in the passenger car segment, in the bus and truck tyre segment, its
acceptance is still limited. Bus and truck radicalization could emerge in the long term as
the quality of roads improves and the restrictions on overloading are better enforced. The
practice of re-treading, which is gaining increasing acceptance, could pose a challenge to
replacement demand in the medium term. The ability of the re-treading sector to capture
potential replacement demand would depend on the awareness among customers (of the
benefits of retreading) and also the quality of retreading done. Given the low levels of
penetration of two-wheelers and passenger cars in the country, OEM demand is likely to
increase, which in turn would push up replacement demand with a lag.
The prospects of tyre exports from India appear healthy, following efforts by Indian
companies to increasingly enter into outsourcing agreements with tyre producers in
Southeast Asia, Eastern Europe and Latin America. Overall, tyre manufacturers are likely
to tap the export market in an effort to boost sales. The increasing exports of bus and
truck tyres (crossply variety) from India to developing countries is because of the fact
that developing countries are unable to source them from developed countries as these are
no more produced there. Tyre imports are unlikely to pose a threat to the domestic
industry, given that domestic prices are lower than international tyre prices.
In the domestic market, tyre manufacturers are expected to increasingly focus on
expanding their dealership networks & explore possibilities of tie-ups among themselves
to penetrate the growing customer base. They are also likely to pursue innovative
measures (such as "dial-a-tyre service and road shows) to improve customer awareness.
The consolidation of the Indian tyre industry is likely to continue in the coming years
through mergers among existing players. The industry is likely to expand through a
combination of organic and inorganic growth. While organic growth would come from
Ambedkar Institute of Management Studies 9
10. raising efficiency levels, inorganic growth would be achieved through alliances and
M&As.
c. Growth of Tyre industries in India
The Indian tyre industry is expected to clock a tonnage growth of 9-10 per cent over the
next five years, according to a study by Credit Analysis and Research Limited (CARE), a
noted rating firm that offers a wide range of rating and grading services across sectors.
While the truck and buses tyres are set to register a CAGR (compounded annual growth
rate) of 8 per cent, the LCV (light
Commercial vehicles) tyres are poised for a CAGR of 14 per cent.
According to the CARE study, the growth in the Indian tyre industry will be fuelled by
the expansion plans of the automobile companies, government's focus on development of
road infrastructure and sourcing of auto parts by the global Original Equipment
Manufacturers (OEMs).
However, the tyre industry has to grapple with raw material price volatility, rupee
appreciation and cheap Chinese imports.
The tyre industry in India recorded a CAGR of 9.69 per cent during 2002-07.
The size of the industry was estimated at Rs 19,000 crore in 2006-07 with a total
production of 736 lakh units of tyres.
In 2006-07, the replacement tyres accounted for 53 per cent of the total tyre tonnage
offtake, followed by 31 per cent share of OEM and 15 per cent by exports.
Out of the 736 lakh ton of tyres, 54, 49,560 units worth Rs 2,600 crore were exported.
The exports from India posted a CAGR of 13 per cent in unit terms and 18 per cent in
value terms between 2002-07.
Ambedkar Institute of Management Studies 10
11. The study points out that on the export front, the Indian tyre companies need to explore
newer markets as the existing market for bias truck tyre which accounts for about 45 per
cent of the total export volume is nearing saturation.
This apart, with rationalization catching up in the foreign markets, the Indian tyre
companies need to graduate to radial tyres so as to protect their share in the export
market.
At present, radicalization of tyres is low in India except for the car tyre market where 95
per cent of the tyres is radicalized while cross ply tyres is preferred in all other categories.
Cross ply tyres are preferred owing to poor road conditions, overloading in trucks, higher
cost of radial tyres and poor awareness among the tyre users in the country.
The CARE report observes that though the tyre technology in India has witnessed several
developments with continuous innovation, the domestic tyre manufacturers still lag
behind their global counterparts in terms of product differentiation.
Global tyre makers offer a wide change of products like tyres with pressure warning
systems, run flat tyres, eco-friendly tyres and energy efficient tyres.
d. Various types of Tyre segment
Tyres by Type
The Indian tyre industry produces the complete range of tyres required by the Indian
automotive industry, except for aero tyres and some specialised tyres. Domestic
manufacturers produce tyres for trucks, buses, passenger cars, jeeps, light trucks, tractors
(front, rear and trailer), animal drawn vehicles, scooters, motorcycles, mopeds, bicycles
and off-the-road vehicles and special defence vehicles.
The scenario in India stands in sharp contrast to that in the world tyre market, where car
tyres (including light trucks) have the major share (88%) by volume followed by truck
Ambedkar Institute of Management Studies 11
12. Tyres (12%). In India, however, passenger car tyres have a mere 17% share of the overall
tyre market.
Truck and Bus Tyres
The truck and bus tyre segment accounted for 19% of tyres produced in India in FY2003.
Every truck/bus manufactured generates a demand for seven tyres (six regular and one
spare) as against three in the case of two-wheelers and five for passenger cars. In
addition, the price of a truck tyre is significantly higher than that of a passenger car tyre
(roughly 10 times) or a motorcycle tyre. Thus the demand multiple emanating from the
commercial vehicle segment is highest in value terms.
Given the regular use and heavy wear and tear of truck and bus tyres, the demand from
the replacement market in this segment worked out to 68% of the total demand for truck
and bus tyres in FY2003; the OEM demand accounted for around 9% the same year. With
the Indian manufacturers of cross-ply tyres focusing on the export market, this segment
accounts for around 22% of the demand for truck and bus tyres.
Passenger Car Tyres
The passenger car tyre segment accounted for 17% of all tyres produced in India in
FY2003. With passenger car production witnessing a growth of 12% in FY2003 over the
previous year, OEM demand accounted for about 33% of the total sales that year. The
replacement market accounted for around 63% of the total sales of passenger car tyres in
FY2003. Exports accounted for 4% of the total passenger car tyre demand in FY2003.
With the stock of cars increasing, replacement demand is likely to continue.
Motorcycle Tyres
Motorcycles accounted for 76% of two-wheelers sold in the domestic market in FY2003.
Motorcycle tyres constitute the largest segment of the domestic tyre industry (29% of
total tyre demand in FY2003). The replacement market accounted for around 49.8% of
the total motorcycle tyres sold in FY 2003, while OEM demand accounted for around
50%.
Ambedkar Institute of Management Studies 12
13. Scooter Tyres
Scooters were the dominant segment in the Indian two-wheeler industry till FY1998,
accounting for around 42% of domestic two-wheeler sales. However, the introduction of
new motorcycle models has seen the share of scooters declining to 19% of domestic two-
wheeler sales in FY2003. The OEM segment accounted for around 34% of the total sales
in the scooter tyre segment in FY2003, with the rest being accounted for by the
replacement market.
Tyre Demand by Markets
Vehicle Manufacturers or OEMs
The demand from the OEM segment is a derived one and directly correlated to the level
of automotive production. The OEMs demand varies significantly across categories from
between 8% for truck and bus tyres to over 50% for some other segments like, jeeps and
mopeds.
Replacement Market
Ambedkar Institute of Management Studies 13
14. The replacement market, including State transport undertakings and Government buying,
accounted for around 59% of the total tyre demand in FY2003. The demand in the
replacement market depends on the vehicle population, the level of economic activity, life
of the products transported, kilometreage per vehicle, the price of the tyres and the
quality of the existing road infrastructure. Additionally, the replacement market, which
offers better margins, is extremely competitive. The replacement market is dominated by
the truck and buses segment, which accounted for 22% of all tyre sales in the replacement
market in FY2003.The large size of the replacement in turn is determined by the interplay
of various factors as discussed below:
The replacement demand may be lower because of longer replacement intervals and
lower business mileage if the economic activity slows down.
• Replacement demand in India is higher because of a low vehicle scrap page rate.
• Poor road conditions by lowering the life of tyres, have a positive impact on
replacement demand.
• Stricter enforcement of the MV Act, which seeks to prevent overloading of
vehicles, will result in an increase in the life of tyres and thus impact replacement
demand negatively.
• Applying a new tread or "re-treading" can extend the life of the tyre at a
significantly lower cost, thereby lowering replacement demand. In India, re-
treading finds greater acceptance in the commercial segment.
• Radicalization of tyres is likely to result in lower replacement demand. While car
radicalization in the country has reached a level of 65%, truck and bus
radicalization stands at just 2-10%. Poor road and support infrastructure as well as
traditional vehicle designs act as a barrier to radicalization in the commercial
vehicle segment. Radial technology for trucks and buses would help increase
operating efficiencies by delivering better mileage and minimizing wear and tear.
According to ATMA, even if only 25% of the truck and bus segment is radicalized,
the savings in fuel costs would be around Rs. 7,500 million.
Ambedkar Institute of Management Studies 14
15. • Introduction of tubeless tyres in the passenger car segment is also likely to affect
replacement demand adversely
• Introduction of eco-friendly radial tyres such as hyper-bonding silica technology
in the passenger car segment may affect replacement demand adversely.
Exports
In the light of the prevailing domestic market situation, most of the tyre manufacturers
have taken to exports to reduce inventory build-ups. In FY2003, Indian tyre exports stood
at Rs. 10.8 billion (10% of the total industry) in value terms and 3.1 million in unit terms
(6.5% of total production). Indian companies have currently entered into sourcing
agreements (for tyres) with neighboring countries. For instance, Ceat and J K Tyres have
sourcing agreements with tyre producers in Sri Lanka and China. This is likely to have a
positive impact on tyre exports from India.
Market Players
Some of the major players in the Indian tyre industry are MRF, Ceat, JK Industries,
Apollo Tyres, Bridgestone India, Goodyear India, Falcon Tyres and TVS Srichakra. The
tyre industry in India is fairly concentrated, with the sample of eight companies
JK’s Brief Profile
a. About JK
Jk Tyre and Industries is a mega corporate entity that is emblematic of excellence,
diversification and pioneering new technologies. A part of JK Organization which ranks
among the top private groups private groups in India, Jk Tyre and Industries is committed
to self reliance and follows an ethic that views customer satisfaction as an index of
achievement.
Over the years, the company has expanded and diversified its business portfolio. It has
developed into a multi product, multi-location corporate entity comprising of following
business divisions:
The advent of JK Organization on the industrial landscape of India almost synchronizes
with the beginning of an era of industrial awareness - an endeavor for self reliance and
Ambedkar Institute of Management Studies 15
16. the setting up of a dynamic Indian industry. This was way back in the middle of the 19th
century. And the rest that followed is history.
CORE VALUES:
JK Organization has been a forerunner in the economic and social advancement of India.
It always aimed at creating job opportunities for a multitude of countrymen and to
provide high quality products. It has striven to make India self reliant by pioneering the
production of a number of industrial and consumer products, by adopting the latest
technology as well as developing its own know-how. It has also undertaken industrial
ventures in several other countries.
JK Organization is an association of industrial and commercial companies and charitable
trusts. Its member companies, employing nearly 50,000 persons are engaged in the
manufacture of a variety of products and in diverse fields of commerce.
Trusts are devoted to promoting industrial, technical and medical research, education,
religious values and providing better living and recreational facilities. With the spirit of
social consciousness uppermost in mind, J.K. Organization is committed to the cause of
human advancement.
1933 First in India to manufacture Calico Prints- Juggilal Kamlapat Cotton
Spinning and Weaving Mills Co. Ltd., Kanpur.
1940 First in India to manufacture steel Bailing Hoops for jute and cotton
and to make the country self sufficient by meeting the entire demand-
J.K. Iron & Steel Co. Ltd., Kanpur.
1944 First in India to produce Aluminium virgin Metal from Indian Bauxite-
Aluminium Corporation of India Ltd., Jaykaynagar.
1949 First in India to manufacture Engineering files- J.K. Engineers ‘Files,
Bombay.
Ambedkar Institute of Management Studies 16
17. 1959 First in India to set up a continuous process Rayon Plant.
1960 First to manufacture a Hydraulically Operated Cane Crushing Mill for
Khandsari Sugar Plant and completed 100 ton plant-J.K. Iron & Steel
Co. Ltd., Kanpur.
1961 First in world to set up a plant for production of Hydrosulphite of soda
by Sodium Amalgam Process- J.K. Chemicals Ltd., Bombay.
1965 First to produce Sodium Sulphoxylate Formaldehyde (Rangolite C of
Formosul) in India - J.K. Chemicals Ltd., Bombay
1968 First to manufacture TV Sets in India- J.K. Electronics, Kanpur. First to
manufacture Metallic Cops for Synthetic Filament yarn industries in
India- Syntex tube works, Kanpur.
1969 First to manufacture Acrylic Fibres- J.K. Synthetics Ltd. Kota
First to develop differentially Dyeable Nylon- J.K. Synthetics Ltd., Kota
1973 First in India to license Synthetic Fibre Technology to third party as well
as the first to manufacture Synthetic Fibre Machinery Fibretech
Engineers & Manufacturers, Dadri.
1976 First in India to produce steel belted Radial Tyres for passenger cars,
trucks and buses- J.K. Tyre Plant, Kankroli.
1980 First in world to make Steel Belted Radial Tyres for three wheelers-
J.K. Tyre Plant, Kankroli.
1984 First in India to produce white cement through dry process- J.K. White
cement. Gotan.
Ambedkar Institute of Management Studies 17
18. 1985 First in India to produce Cathonic Dyeable Polyester Fibre- J.K.
Synthetics Ltd., Kota.
First in India to produce Nylon Tyre Cord based on Spin Draw
Technology- J.K. Synthetics Ltd., Kota.
1989 First in India to produce magnetic tapes with cobalt technology J.K.
magnetics, Surajpur.
1991 Banmore Tyre Plant (BTP) set-up with a capacity of 5.7 lacs tyres p.a.
1992 R & D center set-up at HASTERI.
1994 India's first T-Rated tyre launched
Banmore Tyre Plant (BTP) crossed 100 TPD.
1995 Mercedes Benz Launched on JK steel radials
First tyre manufacturer in the world to get ISO 9001
1996 India's first dual contact high traction steel radial- aquasonic launched.
Introduced steel wheels.
1997 Awarded the National Export Award for 96-97.
Vikrant Tyres (VTL) acquired.
India's first H rated tyre launched.
Only Tyre manufacturer to get 'E' Mark certification.
HASETRI became the first research institute in Asia to get ISO 9002.
1998 First tyre manufacturer in the world to get QS 9000.
Awarded CAPEXIL's highest export award for 1997-98.
Ambedkar Institute of Management Studies 18
19. 1999 Synergy with VTL in procurement, marketing and production flexibility.
Completion of state of the art modernisation of truck radials.
JK Tyres ranked 16th largest Tyre Company in the world.
ISA - 14000 accredition for environment & safety.
2000 JK introduced National Go-Karting Championships.
2001 Recieved CAPEXIL award.
J.K. Industries recieved FOCUS LAC export award for the year 1999-
2000.
Commendation Certificate of CII Exim.
IInd National Go-Karting Championships held.
JK Tyre's No 1 market position
In what is being considered as a landmark decision in the highly competitive Indian tyre
industry, the Advertising Standards Council of India (ASCI) has upheld JK Industries
Ltd's claim of being India's No 1 tyre manufacturer in the four-wheeler tyre segment,
reaffirming JK's leadership position in the market.
Expressing his happiness over ASCI's judgement, JK Tyre marketing director T K
Banerjee says: ''This is a fabulous example of why all of us need to have faith in bodies
like ASCI. We believe that the process of self-regulation in Indian advertising is working
for both companies and agencies. We also hope that this would encourage various players
to bring superior technology and consumer service standards and claim leadership in a
more healthier and competitive manner.''
The case was started when few competitors filed a complaint with ASCI against JK Tyre's
print advertisement, in which JK Tyre announced its numero uno position in the four-
wheeler tyre segment, quoting production figures compiled by Automotive Tyre
Manufacturer Association and other authentic industry sources.
Ambedkar Institute of Management Studies 19
20. But the competitors contradicted the claim, stating the fact that market figures from a
company's annual report should be used as authentic data to claim one's leadership, not
the production figures.
But ASCI considered the case at the Consumer Complaints Council on 23 May 2002 and
upheld JK Tyre's contention that production figures, as compiled by authentic industry
sources and used by JK Tyre to claim its leadership, is a valid and applicable comparison
platform.
Hence, JK Tyre's claim as No 1 tyre manufacturer in India is a perfectly valid and correct
statement. This also reflects ASCI's agreement to JK Tyre's viewpoint that figures, as
stated in the one's annual report, could actually be misleading and could include revenues
from non-tyre-related businesses also.
JK Tyre, pioneers of radial technology in India, is today India's largest manufacturer of
tyres in the four-wheel segment, including tyres for trucks and buses, LCVs, passenger
cars, jeeps, tractors, ADVs and OTRs. After 25 years of pioneering world-class
technologies in India, JK Tyre has recently launched the country's first eco-friendly
coloured tyres as well as steel-belted tractor rear radials.
b. Mission & Vision
Vision:
To be amongst the most admire companies in India committed to be excellence.
Mission:
a. Be a customer obsessed company
b. No.1 Tyre brand in India
c. Deliver enhanced value at all stakeholders
d. Most profitable Tyre Company in India
e. Enhance global presence through acquisition
Ambedkar Institute of Management Studies 20
21. f. Motivated and committed team development for high performance organization
c. Marketing Strategy
Strategic thinking is key to the evolution of successful marketing strategies of JK tyre.
This involves the following analyses:
i. Understanding markets: Strategic perspective of the market requires skilful analysis
of the trend and how they affect the market size and demand for the firm’s product.
ii. Finding market niches: Price, service, convenience and technology are some of the
niches in Indian market.
iii. Product and service planning: Analysis of the customer’s promotion of the brand,
both of the firm and competitors, besides an analysis of the situation in which the
customer uses the product.
iv. Distribution: Structural changes in inventory management, mobile distribution are
some of the key factors that are going to affect the distribution process in the Indian
market.
v. Managing for result: With pressure on costs, prices, and margins, marketers will
have to make effective utilization of every rupee spent in marketing.
Market opportunity of JK:
Identification of market opportunity is critical before the management of affirm takes a
decision to launch or diversify in any product area. This involves analysis of the
following:
Size of the market
Marketing strategies and the extent and quality of services rendered by other firm in
the industry.
Market programmed required to satisfy market wants
Identification of key success factors in an industry and linking them to a firm’s
strengths and weakness
Market opportunity
Ambedkar Institute of Management Studies 21
22. a. Size of the market
b. How well the market is served
c. Prospective inches
d. Marketing mix required to succeed
e. Core competencies required
Market Industry Competition
segment analysis analysis
analysis
Demand Trade
Condition analysis
s
Market opportunity
Size of the market
How well the market is served
Prospective inches
Marketing mix required to succeed
Core competencies required
Framework of market opportunity analysis
Size of the market:
Sizes of the market are....
I. Demand analysis: is the core aspect of market opportunity.
II. Segmentation analysis: is the process of dividing the market into homogeneous sub
units.
III. Industry analysis:
Ambedkar Institute of Management Studies 22
23. Entry Barriers: High
The entry barriers are high for the tyre
industry. It is a highly capital intensive
industry. A plant with an annual capacity of
1.5 million cross-ply tyres costs between Rs.
4,000 and Rs. 5,000 million. A similiar plant
producing radial tyres costs Rs. 8,000
million.
Bargaining Power of the
Bargaining Power of the Suppliers: High
Buyers: High
The OEMs have total control Inter Firm Rivalry: Low The tyre The tyre industry consumes
over prices. In fact, the industry in India is fairly concentrated, nearly 50% of the natural
OEMs faced with declining with the top eight companies accounting rubber produced in the
profitability have also for more than 80% of the total country. The price of natural
reduced the number of production of tyres rubber is controlled by Rubber
component suppliers to make Control Board and the
the supply chain more domestic prices of natural
efficient. rubber have registered a
significant increase in recent
times.
Threat of Substitutes: Low but Increasing
During the FY2002, over 1,10,000 passenger
car tyres were imported. This constitutes over
2% of total radial passenger car tyre
production in the country. However, with the
reduction of peak custom duty, the import of
tyres is likely to increase.
Industry Analysis - Porter's Model
iv. Competitor analysis: analysis of competition how well the market is served.
Marketing mix:
A Marketing mix is the division of groups to make a particular product, by pricing, product,
branding, place, and quality. Although some marketers[who?] have added other P's, such as
personnel and packaging, the fundamentals of marketing typically identifies the four P's of
the marketing mix as referring to:
Ambedkar Institute of Management Studies 23
24. 1. Product
2. Price
3. Promotion
4. Place
Product
A tangible object or an intangible service that is mass produced or manufactured on a
large scale with a specific volume of units. Intangible products are often service based
like the tourism industry & the hotel industry. Typical examples of a mass produced
tangible object are the tyre. A less obvious but ubiquitous mass produced service is a
computer operating system.
Ambedkar Institute of Management Studies 24
25. Product range:
BIAS
SIZE TYPE
RIB 9.00-2014PR
JET RIB
9.00-2016PR
JET RIB
10.00-2016PR JET RIB
JET MILES
9.00-2014PR
TRACK TUF
SEMI 9.00-2016PR
LUG TRACK TUF
10.00-2016PR
TRACK TUF
Ambedkar Institute of Management Studies 25
26. NORMAL LOAD
8.25-2014PR
JET TRACK
9.00-2014PR JET TRACK
9.00-2016PR JET TRACK
10.00-2016PR JET KING
11.00-2016PR JET KING
12.00-2016PR JET KING
LUG MODERATE
8.25-2014PR
JET TRACK
9.00-2014PR JET TRACK
9.00-2016PR JET TRACK
10.00-2016PR JET CLASSIC
HEAVY
10.00-2016PR TRACK 39 & DX
SUPER HEAVY
10.00-2016PR TRACK 39 DX
RADIAL
SIZE TYPE
9.00-2016PR JET STEEL-JDH
LUG 10.00-2016PR JET STEEL-JDC
11.00-2016PR JET STEEL-JDC
09.00-2016PR JET WAY JUC
SEMI 10.00R2016PR JET WAY JUC
LUG
11.00R2016PR JET WAY JUC
9.00R2014/16PR JET WAY JUC
RIB 10.00R2016PR JET WAY JBR
11.00R2016PR JET WAY JUH
12.00R2018PR JET WAY JUH
Ambedkar Institute of Management Studies 26
27. Price
The price is the amount a customer pays for the product. It is determined by a number of
factors including market share, competition, material costs, product identity and the
customer's perceived value of the product. The business may increase or decrease the
price of product if other stores have the same product.
Place
Place represents the location where a product can be purchased. It is often referred to as
the distribution channel. It can include any physical store as well as virtual stores on the
Internet.
Promotion
Promotion represents all of the communications that a marketer may use in the
marketplace. Promotion has four distinct elements - advertising, public relations, word of
mouth and point of sale. A certain amount of crossover occurs when promotion uses the
four principal elements together, which is common in film promotion. Advertising covers
any communication that is paid for, from television and cinema commercials, radio and
Internet adverts through print media and billboards. One of the most notable means of
promotion today is the Promotional Product, as in useful items distributed to targeted
audiences with no obligation attached. This category has grown each year for the past
decade while most other forms have suffered. It is the only form of advertising that
targets all five senses and has the recipient thanking the giver. Public relations are where
the communication is not directly paid for and includes press releases, sponsorship deals,
exhibitions, conferences, seminars or trade fairs and events. Word of mouth is any
apparently informal communication about the product by ordinary individuals, satisfied
customers or people specifically engaged to create word of mouth momentum. Sales staff
often plays an important role in word of mouth and Public Relations.
Broadly defined, optimizing the marketing mix is the primary responsibility of
marketing. By offering the product with the right combination of the four Ps marketers
can improve their results and marketing effectiveness. Making small changes in the
marketing mix is typically considered to be a tactical change. Making large changes in
Ambedkar Institute of Management Studies 27
28. any of the four Ps can be considered strategic. For example, a large change in the price,
say from $19.00 to $39.00 would be considered a strategic change in the position of the
product. However a change of $131 to $130.99 would be considered a tactical change,
potentially related to a promotional offer.
The term "Marketing Mix" however, does not imply that the 4P elements represent
options. They are not trade-offs but are fundamental marketing issues that always need to
be addressed. They are the fundamental actions that marketing requires whether
determined explicitly or by default.
d. SWOT Analysis
STRENGTHS
• Strong brand image • Very large distribution
• Being quality oriented rather than quantity channel
oriented • Reasonable price
• Large product width & line (product mix) • Effective employee in JK
• Economies of scale due to optimum capacity utilization
• Collaboration with Vikrant, know for their technological superiority
bringing together performance, economy, durability and comfort.
• Strong financial positions
WEAKNESSES
• Less Brand Awareness
• Less concern about small car segment
OPPORTUNITIES
• A burgeoning work force and growing middle class population
• High growth potential for its exports as demand for JK tyre in Europe
increasing.
Ambedkar Institute of Management Studies 28
29. • Indian customers are mainly value buyers demanding a better overall package.
JK is poised in a better position than other players in the market to capitalise
on this opportunity
THREATS
• Entry of new players with newer and better technologies in the small car tyre
segment
• So many close competitors like Appolo, Birla, Ceat, Modi, Kaizen etc.
e. Organizational structure of JK Tyre
Ambedkar Institute of Management Studies 29
30. Objectives of the
study
Need for the
study
Limitation of the
study
Research
Methodology of
the study
Objectives of the study
To find out market share of JK Tyres.
To understand the marketing strategy of JK Tyres.
To focus on the Marketing mix of JK tyre
Ambedkar Institute of Management Studies 30
31. To evaluate the limitations of JK tyre.
To analyze the customer’s needs regarding the product and policies formulated by
the company.
To find out the brand image of JK tyre
Need for the study
Management is like a coin having two sides. One is the theoretical part and second is the
practical part. In the theoretical part of management we learn in our classroom from the
lectures, seminars, group discussions that are arranged from time to time.
To know the practical aspect of management a practical training is provided to the
students. The main idea behind practical training is to bring the management students
face to face with the actual environment of practical management so that he/ she will be
able to apply theory to practical situation before finally moving into the professional
world to show the efficiency and capability.
The project study focused on “JK tyre” as a product and the subject is to understand the
mind set of different customers about the product. Being a student of marketing
management, the inquisitiveness to peep on practical side of consumer perception
promoted in study.
In this study efforts have been made to prepare the report as realistic as possible.
Limitation of the study
The project surfers from the following limitations due to the inherent and restrictive
nature of the study undertaken:
Ambedkar Institute of Management Studies 31
32. • Due to constraints of time, money and other resources applicable to this
study.
• This study is confined to only a few specified areas of and is not
comprehensive study of the customers of JK tyre all over Kolkata and
North 24 Pgs.
• This study is restricted only to sample space chosen for the study.
• The areas covered under the surveys are: Dunlop, Agarpara, Chiriamore,
Panihati, Titagarh, Khardah,
Research Methodology of the study
SAMPLE SIZE: 500 trucks
METHOD OF COLLECTION: MARKET SURVEY
DATA TYPE:
For the above study both type of data were used such as primary data and secondary data.
For primary data different areas of Kolkata were being visited and for the secondary data
internet & reference books have been used.
• Collecting data from market through Fitment survey of Trucks on road.
• Working on the data.
• Graphical representation of results.
• Analyzing the graph and driving further enquiries.
Ambedkar Institute of Management Studies 32
33. Data analysis & Interpretation
Exhibit-3.1
Table showing market share in RIB & SEMI LUG tyre
Table-3.1
NO. OF RIB & SEMI % IN TOTAL RIB &
NAME % IN TOTAL TYRES
LUG TYRES SEMI LUG TYRES
Ambedkar Institute of Management Studies 33
34. APOLLO 463 32.47% 13.24%
BIRLA 122 8.56% 3.49%
CEAT 185 12.97% 5.29%
J.K. 415 29.10% 11.87%
MRF 206 14.45% 5.89%
GOOD YEAR 20 1.40% 0.57%
OTHERS 15 1.05% 0.43%
TOTAL 1426 100.00% 40.79%
Fig-3.1(a) Fig-3.1(b)
MKT SHARE IN RIB & SEMI LUG TYRES(%) MKT. SHARE OF RIB & SEMI
LUG TYRES
35.00%
30.00%
% OF TOTAL MKT SHARE
APOLLO
25.00%
BIRLA
APOLLO
20.00% CEAT
J.K. BIRLA
15.00% MRF CEAT
GOOD YEAR
10.00% J.K.
OTHERS
MRF
5.00%
GOOD YEAR
0.00%
1
OTHERS
COMPANIES
Interpretation: From the above table it is shown that in Rib and Semi lug tyre
segment Appolo is the market leader with 32.47%, followed by JK with 29.10% market
share, MRF with 14.45%, CEAT with 12.97%, Birla with 8.56%, Good Year with 1.40%
and others with1.05% of market shar.
Exhibit-3.2
Table showing Market share in LUG tyre
Table-3.2
NO. OF LUG % IN TOTAL LUG
NAME % IN TOTAL TYRES
TYRES TYRES
APOLLO 493 23.82% 14.10%
BIRLA 164 7.92% 4.69%
Ambedkar Institute of Management Studies 34
35. CEAT 435 21.01% 12.44%
J.K. 588 28.41% 16.82%
MRF 215 10.39% 6.15%
GOOD YEAR 110 5.31% 3.15%
OTHERS 65 3.14% 1.86%
TOTAL 2070 100.00% 59.21%
Fig-3.2(a) Fig-3.2(b)
MKT SHARE IN LUG TYRES(%) MKT.SHARE OF LUG TYRES IN %
30.00%
% OF TOTAL MKT SHARE TYRES
25.00%
APOLLO
20.00% BIRLA APOLLO
CEAT
BIRLA
15.00% J.K.
CEAT
MRF
10.00% GOOD YEAR J.K.
OTHERS MRF
5.00%
GOOD YEAR
0.00% OTHERS
1
COMPANIES
Interpretation: From the above table it is shown that in lug tyre segment JK is the
market leader with 28.41% followed by Appolo with 23.82%,CEAT 21.01%, MRF with
10.39%,Birla with 7.92%, Good Year with 5.31%,and others with1.86%
Exhibit-3.2
Table showing Total market share
Table-3.3
NAME TOTAL NO OF TYRES % IN TOTAL
APOLLO 956 27.35%
BIRLA 286 8.18%
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36. CEAT 620 17.73%
J.K. 1003 28.69%
MRF 421 12.04%
GOOD YEAR 130 3.72%
OTHERS 80 2.29%
TOTAL 3496 100.00%
Fig-3.3(a) Fig-3.3(b)
TOTAL MKT SHARE(%)
TOTAL MKT. SHARE OF TYRES IN %
35.00%
30.00%
% OF TOTAL MKT SHARE
APOLLO
25.00%
BIRLA APOLLO
20.00% CEAT
BIRLA
J.K.
15.00% CEAT
MRF
GOOD YEAR J.K.
10.00%
OTHERS MRF
5.00%
GOOD YEAR
0.00% OTHERS
1
COMPANIES
From the above table it is shown that in lug tyre segment JK is the market leader with
28.69% followed by Appolo 27.35% ,Ceat with 17.73% MRF with 12.04%, Birla with
8.18%, Good Year with 3.27% and others are 2.29%.
Ambedkar Institute of Management Studies 36
37. Findings
Suggestions
Findings
After taking the feedback of more than 100 customers the study reveals that customers
are fond of different brands in different areas. Like, in Gouripur area almost 70% of
customers prefer BIRLA tyres (especially SAMSON), in Panihati areas customers prefer
JK tyres, where in Dunlop people prefer JK & APOLLO. Not only different choices but
also having different experience on different brands. It is found that many customers
Ambedkar Institute of Management Studies 37
38. prefer JK’s guaranteed tyres such as “JET TRAK 39” and economy class rib tyre
“VIKRANT TRACK KING” for its milage & reliability but it is also true that many other
brands such as “JET MILES”, “JET PACE”, “JET SUPER LUG” do not have a strong
place in customers mind. The study shows that JK’s strong contender is APOLLO who’s
quality was appreciated by many. APOLLO’s “XT-7” & “LOAD STAR SUPER” are very
much preferred. In guaranteed tyres BIRLA’s “SAMSON” is the main contender of JK.
Incase of normal loaded trucks customers mostly rely on CEAT but in over load
APOLLO & JK are reliable. Certainly MRF has not a good reputation at all.
1. JK is the market leader followed by APOLLO.
2. VIKRANT TRACK KING of JK is most used/preferred tyre overall.
3. In economy segment JK has Strong hold but premium segment is dominated by
APOLLO.
4. JK Tyre is having edge breaking problem
Suggestion
1. JK Tyre is doing well in rib segment but they are based in only on one brand
“Vikrant”. So JK should try to aware to increase the awareness of other brands.
2. “Price-Quality relationship” needs to improve in premium rib and lug tyre
segment.
3. Keep eye to reduce the cost of manufacturing. So price will further reduced and
competition will increased.
4. The company should look after its tread erosion/breaking problem.
Ambedkar Institute of Management Studies 38
39. Unit-2: CUSTOMER’S PREFERENCE ON DIFFERENT BRANDS AND TYRE COMPANIES IN TRUCK SEGMENT.
Consumer Buying behaviour
Indian consumer profile
Objective of the study
Limitation Of the study
Methodology
Consumer Buying Behaviour
Consumer buying behavior is influenced by the culture and subculture. Habits, likes and
dislikes of the people belonging to a particular culture or subculture can affect the
marketing efforts of a firm to a great extent. The social class to which the individual
belongs tells about the type of products the individual prefers. Other factors that influence
the buying behavior are social factors like reference group and family, personal factors
like the age, life cycle and occupation, and psychological factors like motivation,
perception and attitudes of the customers.
Ambedkar Institute of Management Studies 39
40. Buying roles and buying decision constitute consumer’s decision-making behavior. A
customer can adapt various buying roles like initiator, influencer, decider, buyer, preparer,
maintainer and disposer in purchasing and using the products. Buying behavior helps
marketers learn the intensity and degree of involvement of customers in purchasing the
products. Customer buying behavior is broadly classified into three types. Extensive
problem solving buying behavior is exhibited when a customer buys high involvement,
expensive and less frequently purchased products. Consumers are involved in routine
problem solving decision-making process, when they purchase routinely purchased, low
cost products. Variety seeking behavior is seen when customers purchase low-
involvement products.
Customers usually go through five stages in arriving at a purchase decision, though it
might not be so in all the cases. In the first stage, the customer identifies an unsatisfied
need in him. In the second stage, customers collect the information about the product and
available brands through personal sources, commercial sources, public sources or
experiential sources. In the third stage, the customers evaluate all the alternatives with the
help of available information. In the fourth stage, the customer makes a purchase
decision. And finally in the fifth stage, he experiences post purchase satisfaction or
dissatisfaction.
Post purchase usage and disposal of the product is also of equal importance to the
marketer, as it can save cost and time of producing as well as help in protecting the
environmental equilibrium.
Factors influencing the behaviour of buyers.
Consumer behaviour is affected by many uncontrollable factors. Just think, what
influences you before you buy a product or service? Your friends, your upbringing, your
culture, the media, a role model or influences from certain groups?
Culture is one factor that influences behaviour. Simply culture is defined as our attitudes
and beliefs. But how are these attitudes and beliefs developed? As an individual growing
up, a child is influenced by their parents, brothers, sister and other family member who
Ambedkar Institute of Management Studies 40
41. may teach them what is wrong or right. They learn about their religion and culture, which
helps them develop these opinions, attitudes and beliefs (AIO). These factors will
influence their purchase behaviour however other factors like groups of friends, or people
they look up to may influence their choices of purchasing a particular product or service.
Reference groups are particular groups of people some people may look up towards to
that have an impact on consumer behaviour. So they can be simply a band like the Spice
Girls or your immediate family members. Opinion leaders are those people that you look
up to because your respect their views and judgments and these views may influence
consumer decisions. So it maybe a friend who works with the IT trade who may influence
your decision on what computer to buy. The economical environment also has an impact
on consumer behaviour; do consumers have a secure job and a regular income to spend
on goods? Marketing and advertising obviously influence consumers in trying to evoke
them to purchase a particular product or service.
People’s social status will also impact their behaviour. What is their role within society?
Are they Actors? Doctors? Office worker? And mothers and fathers also? Clearly being
parents affects your buying habits depending on the age of the children, the type of job
may mean you need to purchase formal clothes; the income which is earned has an
impact. The lifestyle of someone who earns £250000 would clearly be different from
someone who earns £25000. Also characters have an influence on buying decision.
Whether the person is extrovert (out going and spends on entertainment) or introvert
(keeps to themselves and purchases via online or mail order) again has an impact on the
types of purchases made.
Types of buying behaviour.
There are four typical types of buying behaviour based on the type of products that
intends to be purchased. Complex buying behaviour is where the individual purchases a
high value brand and seeks a lot of information before the purchase is made. Habitual
buying behaviour is where the individual buys a product out of habit e.g. a daily
newspaper, sugar or salt. Variety seeking buying behaviour is where the individual likes
to shop around and experiment with different products. So an individual may shop around
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42. for different breakfast cereals because he/she wants variety in the mornings! Dissonance
reducing buying behaviour is when buyer are highly involved with the purchase of the
product, because the purchase is expensive or infrequent. There is little difference
between existing brands an example would be buying a diamond ring, there is perceived
little difference between existing diamond brand manufacturers.
How do customers buy?
Research suggests that customers go through a five-stage decision-making process in any
purchase. This is summarized in the diagram below:
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43. This model is important for anyone making marketing decisions. It forces the marketer to
consider the whole buying process rather than just the purchase decision (when it may be
too late for a business to influence the choice!)
The model implies that customers pass through all stages in every purchase. However, in
more routine purchases, customers often skip or reverse some of the stages.
For example, a student buying a favourite hamburger would recognize the need (hunger)
and go right to the purchase decision, skipping information search and evaluation.
However, the model is very useful when it comes to understanding any purchase that
requires some thought and deliberation.
The buying process starts with need recognition. At this stage, the buyer recognizes a
problem or need (e.g. I am hungry, we need a new sofa, I have a headache) or responds to
a marketing stimulus (e.g. you pass Starbucks and are attracted by the aroma of coffee
and chocolate muffins).
An “aroused” customer then needs to decide how much information (if any) is required.
If the need is strong and there is a product or service that meets the need close to hand,
then a purchase decision is likely to be made there and then. If not, then the process of
information search begins.
A customer can obtain information from several sources:
• Personal sources: family, friends, neighbors etc
• Commercial sources: advertising; salespeople; retailers; dealers; packaging; point-
of-sale displays
• Public sources: newspapers, radio, television, consumer organizations; specialist
magazines
• Experiential sources: handling, examining, using the product
The usefulness and influence of these sources of information will vary by product and by
customer. Research suggests that customer’s value and respect personal sources more
than commercial sources (the influence of “word of mouth”). The challenge for the
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44. marketing team is to identify which information sources are most influential in their
target markets. In the evaluation stage, the customer must choose between the alternative
brands, products
Post-purchase evaluation - Cognitive Dissonance
The final stage is the post-purchase evaluation of the decision. It is common for
customers to experience concerns after making a purchase decision. This arises from a
concept that is known as “cognitive dissonance”. The customer, having bought a product,
may feel that an alternative would have been preferable. In these circumstances that
customer will not repurchase immediately, but is likely to switch brands next time.
To manage the post-purchase stage, it is the job of the marketing team to persuade the
potential customer that the product will satisfy his or her needs. Then after having made a
purchase, the customer should be encouraged that he or she has made the right decision.
Indian consumer profile
Indian consumers are knowledgeable.
They are tech savvy.
Indian consumers are literate.
Most of the Indian are middle class.
Standard of living improved.
Rational and think in a linear manner.
They can explain their thought and behaviour.
Think in words.
OBJECTIVE
• The objective of the project was solely to evaluate preference level of JK tyre
among the minds of customers in respect of certain important factors like
goodwill, acceptance, satisfaction etc.
• To assess the consumer perception
• To understand the factors this motivates the customers for buying.
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45. • To understand the satisfaction level of the customers.
Limitation of the study
The sample size of 100 respondents was too small for generalization.
The survey was restricted only to Kolkata.
The duration of the study is only 45 days, due to the reason the study may not
give full fledged information to the Media Planning Group.
Some of the respondents were reluctant to give the right information.
Methodology of the study
TYPE OF STUDY:
Study is partly descriptive and partly exploratory. It is deceptive as it is concerned with
the descriptions of the variables in the problem model, i.e. what variables or factors
constitute customer satisfaction, and what additional variables or factors could be
included, to constitute an acceptable the present customer satisfaction package or to
increase the degree of satisfaction of the customers from delight to “ecstasy”. It is
exploratory as it is concerned with exploring and discovering the satisfaction levels and
the reasons for dissatisfaction, if any in general.
DATA COLLECTION METHOD:
PRIMARY DATA:
The primary data is collected through survey research by conducting personal interviews
with the customers.
RESEARCH TOOLS:
The customers are administered a carefully prepared, well thought out and structured
questionnaire, which consists of open- ended but mostly be close questions, which
includes multiple choice questions, Dichotomous questions.
SAMPLING DESIGN:
The sample size is 100.
Sampling areas: Kolkata
SECONDARY DATA:
The data has been collected from various Magazines, Books and company Websites.
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46. Data analysis & interpretation
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47. EXHIBIT-2.1(a)
Table showing Brand preference for front wheel as per
respondents
Table-2.1(a)
Brand No. Of Respondents Per Cent
JK 31 31%
APPOLO 28 28%
MRF 8 8%
BIRLA 23 23%
OTHERS 10 10%
TOTAL 100 100%
Source- Primary data
Fig-2.1(a)
Brand preference for front w heel
10%
31%
JK
23% APPOLO
MRF
BIRLA
OTHERS
8%
28%
Interpretation: From the above table it is shown that majority of the respondents [31]
prefer JK tyer for front wheel because of smooth driving. 28% of respondents prefer
Appolo tyre for better mileage. 8% of respondents prefer MRF tyre for quick service.
23% of the respondents prefer Birla tyre for better claim policy. 10% of the respondents
prefer other brands.
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48. EXHIBIT-2.1(b)
Table showing Brand preference for rear wheel as per
respondents
Table-2.1(b)
Brand No. Of Respondents Per Cent
JK 28 28%
APPOLO 18 18%
MRF 10 10%
BIRLA 27 27%
OTHERS 17 17%
TOTAL 100 100%
Source- Primary data
Fig-2.1(b)
Brand preference for rear w heel
17%
28% JK
APPOLO
MRF
BIRLA
27%
18% OTHERS
10%
Interpretation: From the above table it is shown that majority of the respondents [28%]
prefer JK tyer for rear wheel because of smooth driving. 18% of respondents prefer
Appolo tyre for better mileage.10% of respondents prefer MRF tyre for quick service.
27% of the respondents prefer Birla tyre for better claim policy. 17% of the respondents
prefer other brands.
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49. EXHIBIT-2.2
Table showing Best brand as per respondents
Table-2.2
Brand No. Of Respondents Per Cent
JK 29 29%
APPOLO 27 27%
MRF 5 5%
BIRLA 27 27%
OTHERS 12 12%
TOTAL 100 100%
Source- Primary data
Fig-2.2
Best brand as per respondents
12%
29%
JK
APPOLO
M RF
27% BIRLA
OTHERS
5% 27%
Interpretation: From the above table it is shown that majority of the respondents [29%]
prefer JK tyer because of smooth driving, better quality and reasonable price, etc. 27%
of respondents prefer Appolo tyre for better mileage, good appearance.5% of
respondents prefer MRF tyre for quick service, flexibility. 27% of the respondents prefer
Birla tyre for better claim policy, load capacity. 12% of the respondents prefer other
brands.
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50. EXHIBIT-2.3
Table showing Reason behind the selected brand as per
respondents
Table-2.3
Particular No. Of Respondents Per Cent
QUALITY 29 29%
PRICE 23 23%
CARRYING 27 27%
CAPACITY
DURABLITY 21 21%
TOTAL 100 100%
Source- Primary data
Fig-2.3
Reason behind selected brand as per respondents
21% 29% QUALITY
PRICE
CARRING CAPICITY
27% DURABLITY
23%
Interpretation: From the above table it is shown that 29% of the respondents prefer the
brand for better quality, 27% of the respondents prefer the brands for better carrying
capacity, 23% of the respondents prefer the brand for price and 21% of the respondents
prefer for durability.
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51. EXHIBIT-2.4
Table showing Qualities of selected brand as per respondents
Table-2.4
Particular No. Of Respondents Per Cent
SERVICE 24 24%
LESS EROSION 16 16%
CLAIM 31 31%
MILEAGE 19 19%
OTHERS 10 10%
TOTAL 100 100%
Source- Primary data
Fig-2.4
Quality of selected brand as per respondents
10%
24%
SERVICE
19%
LESSEROSION
CLIAM
MILLAGE
16% OTHERS
31%
Interpretation: 31% of the respondents prefer the brand for better claim, 24% of the
respondents prefer the brand for better service, 19% of the respondents prefer the brand
for better mileage, 16% of the respondents prefer the brand for less erosion and 10%
of the respondents prefer the brand for other reason.
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52. EXHIBIT-2.5
Table showing Best claim policy of selected brand as per
respondents
Table-2.5
Brand No. Of Respondents Per Cent
JK 19 19%
APPOLO 30 30%
MRF 17 17%
BIRLA 23 23%
OTHERS 11 11%
TOTAL 100 100%
Source- Primary data
Fig-2.5
Best claim policy of selected brand as per respondents
11% 19%
JK
23% APPOLO
MRF
BIRLA
30% OTHERS
17%
Interpretation: From the above table it is shown that 30% of the respondents prefer
Appolo for better claim policy, 23% of the respondents prefer Birla, 19% of the
respondents prefer JK tyre, 17% of the respondents prefer MRF and 11% of the
respondents prefer other brands for better claim policy.
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53. EXHIBIT-2.6
Table showing Best claim policies of JK as per respondents
Table-2.6
Particular No. Of Respondents Per Cent
QUICK 19 19%
MORE FACILITY 20 20%
RELIABLE 17 17%
NO PENDING 21 21%
GURANTEE 23 23%
TOTAL 100 100%
Source- Primary data
Fig-2.6
Best claim policy as per respondents
23% 19%
QUICK
MORE FACILITY
RELIABLE
20% NO PENDING
21%
GURANTEE
17%
Interpretation: From the above table it is shown that 23% of the respondents prefer JK’s
guarantee policy, 21% of the respondents prefer no pending policy, 20% of the
respondents prefer more facility, 19% of the respondents prefer quick policy, 17% of the
respondents prefer more reliable policy.
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54. EXHIBIT-2.7(a)
Table showing Brand preferred for heavy load capacity
Table-2.7(a)
Brand No. Of Respondents Per Cent
JK 26 26%
APPOLO 18 18%
MRF 7 7%
BIRLA 29 29%
OTHERS 20 20%
TOTAL 100 100%
Source- Primary data
Fig-2.7(a)
Brand prefered for heavy load capacity
20% 26% JK
APPOLO
MRF
BIRLA
29% 18% OTHERS
7%
Interpretation: From the above table it is shown that 29% of the respondents prefer
Birla for heavy load capacity, 26%of the respondents prefer JK, 20% of the respondents
prefer other brand, 18% of the respondents prefer Appolo tyre and 7% of the respondents
prefer MRF tyre for heavy load capacity.
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55. EXHIBIT-2.7(b)
Table showing Brand preference for medium load capacity
Table-2.7(b)
Brand No. Of Respondents Per Cent
JK 27 27%
APPOLO 26 26%
MRF 8 8%
BIRLA 14 14%
OTHERS 25 25%
TOTAL 100 100%
Source- Primary data
Fig-2.7(b)
Brand prefered for m edium load capacity
25% 27%
JK
APPOLO
MRF
BIRLA
14% OTHERS
8% 26%
Interpretation: From the above table it is shown that 27% of the respondents prefer JK
tyre for medium load capacity, 26% of the respondents prefer Appolo tyre, 25% of the
respondents prefer other brand, 14% of the respondents prefer Birla and 8% of the
respondents prefer MRF for medium load capacity.
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56. EXHIBIT-2.7(c)
Table showing Brand preference for normal load capacity
Table-2.7(c)
Brand No. Of Respondents Per Cent
JK 24 24%
APPOLO 23 23%
MRF 10 10%
BIRLA 23 23%
OTHERS 20 20%
TOTAL 100 100%
Source- Primary data
Fig-2.7(c)
Brand prefered for norm al load capacity
20% 24%
JK
APPOLO
MRF
BIRLA
23%
23% OTHERS
10%
Interpretation: From the above table it is shown that 24% of the respondents prefer JK
tyre for normal load capacity, both 23% of the respondents prefer Appolo and Birla, 20%
of the respondents prefer other brand and 10% of the respondents prefer MRF for normal
load capacity.
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57. EXHIBIT-2.8
Table showing Motivating factors behind the level of
satisfaction
Table-2.8
Particular No. Of Respondents Per Cent
HANDLING 13 13%
APPEARANCE 28 28%
TRACTION 16 16%
RIDE 16 16%
DURABILITY 27 27%
TOTAL 100 100%
Source- Primary data
Fig-2.8
Factors affecting behind the level of satisfaction as per
respondents
13%
27% HANDLING
APPEARANCE
TRACTION
28% RIDE
16% DURABILITY
16%
Interpretation: From the above table it is shown that 28% of the respondents are
satisfied with the appearance of the tyre, 27% of the respondents are satisfied with the
durability of the tyre, both 16% of the respondents are satisfied with the traction and ride
of the tyre and 13% of the respondents are satisfied with the handling capacity of the
tyre.
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58. Findings
Suggestions
Conclusion
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59. Findings
1. Customers are loyal to different brands in different areas.
2. In claim policy JK Tyre beat others by mile.
3. Durability of JK Tyre is satisfactory
Suggestions
1. Some customers are not satisfied with the claim policies as it is not properly clear to
the customers why the claim has been rejected.
2. Today more people prefer guaranteed tyres like “JET TRAK 39”, “BIRLA
SAMSON” so JK can modify its guaranty policy to attract more customers.
3. Need to increase relationship with customers
Conclusion
JK is one of the best Tyre manufacturing companies in India. Where the
improvement is required is the relationship with its potential customer. Also
in some segment JK has not any strong hold compare to APOLLO, CEAT,
BIRLA and others. So it can further increase its market share through
customer relationship program and brand awareness strategy.
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60. BIBLIOGRAPHY
Marketing management, Rajan Saxsena
Marketing management, Philip Kittler
www.indiacar.net
www.jktyre.com
www.businessstandard.com
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