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TYREPPT
- 1. Presented by: Gourab Sanyal JaskaranSingh Snigdha Patra Sweta Jhunjhunwala Vishal Singh Indian Tyre Industry
- 2. Agenda • Overview ofIndian Tyre Industry • Segmentation of the Industry • Prominent B2C and B2B Brands • Ways of Segmentation and their Prominent Brands • Segmentation in B2B • B2B Buying Behaviour • Marketing Mix • SWOT Analysis of MRF Tyres • Recommendations
- 3. Overview of IndianTyre Industry Apollo Tyres 20% JK Tyres 14% TVS Srichakra 4% CEAT 12% MRF 28% Birla Tyres 7% Goodyear 3% Others 12% MARKET SHARE OF TYRE INDUSTRY(%) Source- Annual Reports of the companies
- 4. Segmentation of theIndustry Replacement Market 48%OEMs 46% Export 6% Segmentation(%) Replacement Market OEMs Export Source- Automotive Tyre Manufacturers’Association (ATMA) B2B = OEMs + 49% of Exports = 49% B2C = Replacement Market + 51% of Exports = 51%
- 5. Prominent B2C andB2B brands Source: Annual Reports of the companies and Dealers and Distributors B2C BT 112 SUPER MAX B2B HCL SUPER LUG XT7 B2C ZAPPER NYLO GRIP TERMINATOR B2B TERMINATOR WANDERER ZIGMA B2C ACELERE AMAZER UX1 ZVTV B2B ACELERE ULTIMA NXT ZEC MCWG HMVLMV
- 6. Ways of Segmentation TYPESPRICING USAGE BENEFITS SEGMENTATION Source: Official websites of Tyres
- 7. Types Overall Industry Commercial vehicles andbuses (73%) Passenger vehicles tyres (23%) Others (4%) MHCV (55%) LCV (8%) Tractor (10%) Cars/MUVS (11%) Two-wheelers (12%) Source: Official websites of Tyres
- 8. Prominent Brands Types `MHCV: MRF: WANDERER,ZV2K CEAT: MILAZE, RHINO LCV: APOLLO:ACELERE, AMAZER JK TYRES: ULTIMA NXT, UXI PASSENGER CAR: JK TYRES: ULTIMA XP, TORNADO MRF TYRES: SUPER MAX, SUPER LUG REVZ TWO-WHEELERS: MRF TYRES: ZAPPER, NYLOGRIP TVS TYRES: TERMINATOR TRACTOR: MRF: SHAKTI SUPER, MITAS: MITAS RD 02 JK TYRES: JK SONA Source: Official websites of Tyres
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- 10. Prominent Brands HIGH CEAT: ANMOL,CZAR MRF TYRES: Z SERIES, WANDERER APOLLO: ASPIRE MEDIUM BF GOODRICH: ACTIVAN, G-FORCE PROFILERFORT CONTACT KLEBER: HYDRAXER, VIAXER LOW BIRLA TYRES: BT 112, BT ULTRA CONTINENTAL: CONTI CROSS CONTACT, CONTI COMFORT CONTACT TVS TYRES: BADSHAH, LUG Source: Official websites of Tyres Pricing
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- 12. ECONOMY TYRES MRF TYRES:SUPER LUG REVZ TVS TYRES: LUG BIRLA TYRES: BT 112, BT ULTRA TOURING TYRES CONTINENTAL: CONTINENTAL PURE CONTACT, CONTINENTAL PREMIUM CONTACT GOODYEAR: GOODYEAR EXCELLENCE & GOODYEAR DURAGRIP SPORTS TYRES MICHELIN: MICHELIN LATITUDE SPORT & MICHELIN DIAMARIS Source: Official websites of Tyres Prominent Brands Usage
- 13. Benefits Performance Tyres Mud Tyres All Terrain Tyres Snowand Mud Tyres All Season Tyres Source: Official websites of Tyres
- 14. Performance Tyres MRF TYRES:ZSERIES,WANDERER CONTINENTAL:CONTIFORCE CONTACT, SPORT CONTACT All- terrain tyres CEAT: MILAZE, RHINO MICHELIN: MICHELIN CROSS TERRAIN Snow and Mud tyres GOODYEAR: GOODYEAR ULTRAGRIP 8 PERFORMANCE, GOODYEAR ULTRAGRIP 7 PLUS CEAT: CEAT ARTIC 3, CEAT FORMULA WINTER Mud tyres MRF: SHAKTI SUPER MITAS: MITAS RD 02 JK TYRES: JK SONA All Season Tyres BRIDGESTONE: ECOPIA EP422, TURANZA SERENITY PLUS CONTINENTAL: ECO CONTACT, PRO CONTACT Source: Official websites of Tyres Prominent Brands Benefits
- 15. Category Segment-wise Percentagesupply (as % of Total Production) B2C B2B Truck/Bus 80 20 Passenger Car/ Jeep 55 45 LCV 54 46 Tractor Front 59 41 Tractor Rear 38 62 Scooter / Moped 40 60 Motor Cycle 41 59 Segmentation in B2B Source- Automotive Tyre Manufacturers’Association
- 16. B2B Buying Behaviour •Purchase decisions are performance based and rationale • Technical Expertise • Price Source: Expert Interview
- 17. MRF Tyres- Tyreswith muscles
- 18. Product MRF TYRES •NYLO GRIP •SUPERMAX •ZAPPER APOLLO TYRES •ACELERE •AMAZER •ASPIRE CEAT •HCL •MILAZE •RHINO JK TYRES •ULTIMA NXT •UX1 •ELANZO NXT Marketing Mix Source: Official websites of Tyres
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- 20. Promotion MRF TYRES APOLLO TYRES CEATJK TYRES TAGLINE Tyres with muscles Go The Distance Born Tough The tyre that never tires ADVERTISING STRATEGY Ads at Petrol Pump, Car and Bike Showrooms Campaigns attracting youth Focus on youth through seminars and campaigns Ads by multimedia and prints BRAND AMBASSADOR Gautam Gambhir Mahesh Bhupati & Radek Stepanek Irfan Khan Armaan Ebrahim Source: Official websites of Tyres
- 21. Tie-ups of MRFTyres with • Maruti •Mahindra and Mahindra •TATA Motors •General Motors Tie-ups of CEAT Tyres with •TATA Motors •Mahindra and Mahindra •L&T •Hero Honda Tie-ups Tie-ups of APOLLO Tyres with •Audi •Fiat •GM •Hyundai Source: Official websites of Tyres
- 22. Positioning for B2BInstitutions Product • HCV & LCV tyres. • Passenger Cars & 2-wheelers tyres. Promotion • MRF promotes its tyres as tough,reliable and high endurance for Truck & Bus manufacturers. • It promotes its tyres for passenger cars and 2-wheelers as high quality and high performance tyre manufacturer. • MRF uses pull marketing strategy for its dealers. Price • List price for standard products. • Competitive Bidding and Negotiated Prices. Source: Expert Interview
- 23. •Improved capacity utilizationand overall cost efficiency. •Reliability and Durability. •Product Innovation. •Customer focus. •Strong distribution network. •High importance to R&D and conservation of energy. •Volatility of prices of rubber and crude oil. •Steep inflow of inferior Chinese tyres. •Low liquidity and high interest costs. •Volatility in industrial relation. •Rising Rubber Price. •Existing and potential growth of automobile industry. •Government’s focus on development and infrastructure. •Reduction in interest of loans. •Change in the tyre patterns of commercial vehicles from bias to radial patterns. STRENGTHS WEAKNESS OPPORTUNITIES THREATS SWOT Analysis of MRF Tyres Source: Expert Interview
- 24. Recommendations • Focusing onincrease in production at par with the growing automobile industry • Increasing acquisitions and accelerating its franchise programs worldwide • Tackling competition from the Chinese market through dealer push • Spending more on advertisement and promotion through safety videos • Enabling huge investment in R & D • Introducing a new variants like cycle tyres
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