CHAPTER-I

INTRODUCTION

JK 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 in india, JK
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 division.

Market is a group of buyers and sellers interested in negotiating the

Terms of purchase/ sale of goods or services.

--Philip Kotler

Marketing is the set of human activities directed at facilitating and consummating exchange. The essence
of marketing is exchange of products and the transactions is to satisfy human needs & wants. All
business activities facilitating the exchange are included in marketing.

--Philip Kotler

The product is a bundle of all kinds of satisfaction of both a material and non- material kinds, ranging
from economic utilities to satisfaction of a social psychological nature.
Product mix is the entire range of products of a company for sale product mix need not consists of
related products.

Product mix of a company has three main characteristics: -

1) Width

2) Depth

3) Consistency

Width: Width of a product mix depends upon the number of product groups of product line found within
the company.

Depth: - Depth depends upon the number of product items within cach product line.

Consistency: Consistency of the product mix refers to the question whether or not the products have
production affinity, marketing affinity or research affinity.

Brand is a name, term, symbol, design or combination of them which is intended to identify the goods or
services of one seller or group of sellers and to differentiate them from those of competitors..

Packing may be defined as the general group of activities in the planning of a product. These activities
concentrate on formulating a design of a package and producing an appropriate and attractive container
or wrapper for a product. The container itself act as a forceful though silent and colorful salesman at the
point of purchase.
Warranty is an obligation of the producer and seller to stand behind the product and assure the buyer
that he will derive certain services and satisfactions from the product.

All manufactures and dealers and appliances must offer a very efficient after sales services, i.e., free
services during the guarantee period and there after at low charges. It covers repairs, spare parts and
maintenance.
CHAPTER SCHEME: -

Chapter-I

INTRODUCTION

Chapter-II

RESEARCH DESIGN

Chapter-III

COMPANY PROFILE

Chapter-IV

THEORITICAL BACKGROUND

Chapter-V

ANALYSIS OF JK TYRES PRODUCT MIX

Chapter-VI

ANALYSIS & INTERPRETATION OF DATA

Chapter -VII

SUMMARY OF FINDINGS, SUGGESTIONS & CONCLUSION

COMPANY PROFILE

3.1 VISION OF JK TYRES

"To be amongst the most admired companies in India commited to

excellence."

MISSION OF JK TYRES

• To be the largest & most profitable tyre company in india.

• To retain No. 1 position in truck & bus segment & to be amongst top two in all other 4-wheller tyre

⚫ To make truck/bus radial operations profitable & retain leadership in the passenger radial market.

• To be the largest indian tyre exporter. Continue to be a significant player

in the world in truck & bias market. • To be a customer obsessed company.

⚫ To enhance value to shareholders & service to all stakeholder.

quality in everything we do.

We will continuously anticipate and understand our customer's requirements, convert these into
performance standards for our products and services and meet these standards everytime. Full-
customer satisfaction- both internal and external- is our motto.

JK industries set up its first tyre plant at Jajkajgram near Udaypur, Rajasthan in 1977. The plant with an
installed capacity of 5 lakh tyres per annum was established in technical collaboration with General Tire
International co., USA.

As JK Tyre grew from strength to strength, demand for tyres increased proportionally to meet this
growing demand, the plant at Rajasthan was expanded and by 1990. The plant was producing nearly 14
lakhs tyres per annum.

JK Tyre then went on to establish what is rated as the most modern

plant in India, a state of the art tyre plant in 1991, at Banmore near

Gwalior, Madya pradesh.

The plant deploys the most sophisticated techniques such as a Betaray scanner. X-ray, units, computer
controlled processing and tyre testing machines to ensure a high quality of products. Both the plants
have set standards of efficiency and productivity in the tyre industry and have consistency operated at
high capacity utilisation with a total capacity of 28.13 lakhs tyres per annum.
JK Tyres focus on R & D the plants ensures not just the incorporation of the latest technology in products
but also helps in the development of new types and sizes of tyres. With the strategic acquisitions of a
controlling interest in Vikrant Tyre Limited. The V T L plant at Mysore to contributes to JK Tyres total
production capacity at its plants, which amounts to 40 lakhs tyres per annum.

We believe that people are the biggest asset that a firm can possess. J K Tyre offers unlimited
opportunity for committed motivated individuals at all levels and across a wide range of areas.

To ensure the same, JK Tyre has developed for its employees an infrastructure consisting of: - 1) Regular
upgradation of skill and practices

2) Management development programs

3) National and international training if you dream of working for a

globally growing

Corporation that encourages excellence rewards merit and initiative. Vast in its operations and massive
in its seal of activities JK Industries is a mega corporate entity that is emblematic excellence
diversification and pioneering new technologies.
A part of J K Organisation that ranks among the top private groups in India, J K Industries is committed to
self-reliance and follow an ethic that views customer satisfaction as an index of achievement. Aside from
J K Tyre, the flagship brand of the corporation, J K Industries includes: -

JK Sugar - The manufacturer of the best quality sugar in the country.

JK Agrigenetics - The Company that is revolutionizing Indian agriculture through its research and
production of pest-resistant and high yield hybrid seeds and crops.

JK International: A diversified trading house that exports a range of products including textiles and
leather goods, pharmaceuticals, tea, coffee, spices, processed food and de-oiled cakes, to developed
countries like USA, UK, Canada, Germany, Netherlands and to countries in the middle east, west Asia.
3.2 WHAT IS JKTYRE: -

1) It is the leading manufacturer of Radial tyres for both truck and car

2) It is the only supplier of the tyre for Mercedizs Benz

3) First to get the ISO 9001 certificate in the entire world for the entire operation

4) 2nd largest manufacturer for 4 wheelers in India

5) 16 largest tyre manufacturer in the world

6) First Indian company to export for radials to Europe

7) First Indian company to export over 45 countries across Six

Continents

8) First and only Indian company to get the ‘E’ mark Certificate

9) JK Tyre has 25-customer centers around the country.

10) J K Tyre the only Indian Company producing radials for the

Entire ranges i.e., Trucks, buses, LCV’s and Cars.

Ambassador. Armada. Cielo GL, Cielo GLE. Contessa, Fiat UNO, Ford Escort, Mahindra commander,
Mahindra classic, Maruthi Esteem, Maruthi Omni, Maruthi Gypsy, Maruthi Zen. Maruthi 800, Hyundai
santro, Mercedise Benz, Opel astra, Peugot GI and GLD, Premier padmni, Premier 118NE, ΤΑΤΑ Estate,
TATA Mobile, TATA Sierra, TATA sumo, Honda City, Mitsubishi lancer.

3.3 PRODUCT MIX OF JK TYRES:-

BIAS TRUCK:-

→ JET-TRAK

JET-TRAK 39

+ HIGRIP

→ SAND CUM HIGHWAY

BIAS TRUCK/BUS:-

* JETKING

• JETRIB

→ NULIFE HIGH WAY KING

JET STEEL NS

STELL KING-NS

RADIAL CAR:-

+ RALLY

→ TORNADO

• AQUASONIC

+ ULTIMA

→ ULTIMA XS

• BRUTE

JK TYRE launched the radial tyres because of the following advantages it gave to its customer some of
the advantages are as follows: -

1) JK Steel belted radials help in fuel saving

2) Retreated radials give better mileage than retreated ordinary bias tyres.

3) Radials enhance the comfort level while driving

Pressure.

ABOUT THE RALLY: -

JK Tyre has been largely responsible for promoting motor sports in India and bringing it to the forefront
of national consciousness a role the company continues to play.

Our involvement extends to all levels from the grass roots to the professional and encompasses rallying,
racing. Go-karting. Family navigational rallies and vintage car rallies, pioneer in developing motor car rally
talent in the nation, J K Tyre has the country’s most successful rally team.

THE DIFFERENT STANDARDS HELD BY THE J K TYRES: -

1. ISO 9001 Standard

2. QC 9000 Standard

JK Tyre is the 1st tyre manufacturer in the world to get the ISO 9001 certificate in 1994 itself, for its entire
operations, including marketing. Design, development, manufacturing, testing, stocking, distribution,
sales and services of conventional (bias) and radial tyres, tubes and flaps.
JK Tyre has become the only tyre manufacturer in India and the first

tyre manufacturer in the world to achieve the Q C 9000 for multi location

operations, in the year 1998. JK Tyre is attaining another milestone in its plan of achieving TQM.

i.e.. Total Quality Management, and CII-EXIM award by 2000

THE DIFFERENT AWARDS HELD BY THE J K TYRE AND J K

INDUSTRIES ARE:-

National Export award

→ Brand Equity award

→ Capexil award (top export award)

THEORITICAL BACKGROUND OF THE STUDY

Before knowing in deep about product and product mix it is important to know the market and
marketing

4.1 MARKET

The American Marketing Association defines a " Market as the aggregate demand of the potential buyers
for a product".

"An area for potential exchange thus a market is a group of buyers and sellers interested in negotiating
the terms of purchase of goods or services.

TYPES OF MARKETING

--Philip Kotler

1 ON THE BASIS OF SELLING AREA

2 ON THE BASIS OF ARTICLE OF TRADE

3 ON THE BASIS OF NATURE OF EXCHANGE DEALINGS

4 ON THE BASIS OF NATURE OF GOODS SOLD

KINDS OF GOODS: -

CONVENIENCE GOODS

→ SHOPPING GOODS

SPECIALITY GOODS

4.2 MARKETING:

The American Marketing Association defines Marketing as the performance of business activities that
directs the flow of goods and services from producer to consumer or user”.

The set of human activities directed at facilitating and consummating

Exchange. The essence of Marketing is exchange of products and the

Transaction is to satisfy human needs and wants. All business activities

Facilitating the exchange are included in marketing.

--Philip kotler
4.3 MARKETING MIX OR 4 P’s OF MARKETING: -

Marketing mix is the set of controllable variable that a firm can use to influence the buyer’s response
with in a given marketing environment. It has four elements of 4 P’s.

1 PRODUCT

2 PRICE

3 PROMOTION

4 PHYSICAL DISTRIBUTION

PRODUCT:-

A product is an idea, service or tangible good that a customer can acquire through a monetary
transaction or an exchange. Not only tangible goods are considered as products; intangible like services
and ideas are also included.
A Product then is the potential satisfied of a consumer's want or need. But a product is not just the
essential item; it is made up of a number of components that contribute to its ability to satisfy needs and
wants. Components that are included in a product are its package or the availability of maintenance
service. The total product is the sum of all physical and psychological features that aid in satisfying a
customer's needs and wants. The success of a product is judged by how well it satisfies those needs and
how well it sells.

PRICE:-

The price is the amount that is paid to purchase a product. It is also the means through which the
company recovers its costs and makes a profit. Pricing is the marketing variable that offers the most
flexibility. Price dictates what the company selling the product will receive in return for its efforts.

Price defines the value of product or service to the customer. How much the customer is willing to give in
order to have a particular product indicates how much the item is worth to the customer. The price is
where the value of a product to the customer and the company's compensation for producing the
product intersect.

Marketers should establish prices that will expand the sales of highly profitable item and contract sales
of relatively unprofitable products with in

the same time.

Promotion is the sharing of information, concepts and meanings by the source and it receives about
product and services and the organisation that sells them.

There are 4 basic forms of marketing communication: -

1. ADVERTISING

2. SALES PROMOTION

3. PUBLICITY

4. PERSONAL SELLING

PHYSICAL DISTRIBUTION: -

Place or physical distribution is another element in the marketing mix, which is considered with getting
the product physically from the manufacturer to the place where consumer can buy it.

The members of the distribution channel are the people and business involving the product from the
point of production to the point of consumption. These members of the distribution channel are
sometimes referred as “Marketing Intermediaries”
Physical distribution is concerned with the movement and storage activities required for making the
firm’s product available to customer. The physical distribution manager’s goal is to provide at the lowest
possible cost. The rights, the product to the right customer at the right time in the right quality at the
right location in the right condition. Business logistics is the flow of materials from procurement of raw
materials to manufacturing to the consumers.

WHAT IS A PRODUCT?

The product is a bundle of all kinds of satisfaction of both a material and non-material kinds, ranging
from economic utilities to satisfaction of a social psychological nature.

A product supplies two kinds of utility:

1. Economic utility

2. Supplementary utility

The product may be a good, a service, a good plus service, or just an

Idea. A product is all things offered to a market. Those things include

Physical object, design, package, label, price, services, supportive literature. Amenities and satisfaction
not only from physical product and services offered but also from ideas, personalities and organizations.
In short, a product is the sum of physical, economic, social and psychological benefits. Marketers must
define their market in terms of product functions what the customer expects from the product.
 4.4 PRODUCT MIX:
4.5

It is the entire range of products of a company for sale. Product mix need not consists of related
products. For example the product mix of J K TYRE includes a diverse range of products such as TYRES,
TUBES,

FLAPS.

The product mix of a company has three main characteristics:

1. WIDTH

2. DEPTH

3. COSISTENCY

WIDTH of a product mix depends upon the number of product groups of product lines found within the
company.

DEPTH depends upon the number of product items within each product

Line.

CONSISTENCY of the product mix refers to the question whether or not the products have production
affinity, marketing affinity or research affinity.

4.6 BRANDING:-
4.7

WHAT IS BRANDING?
American Marketing Association defines as – The word BRAND is a comprehensive term. A brand is a
name, term, symbol or design, or a combination of them, which is intended to identify the goods or
services of one seller or group of sellers and to differentiate them from those of competitors. A brand
identifies the product for a buyer and gives seller a chance to earn goodwill and repeated patronage.
IMORTANCE OF BRANDING:

1. The marketer can build up a bridge of his organization around the brand.

2. Branding enables the firm assured control over the market.

3. Branding by differentiating a product from the rival’s enables the brand owner to establish his
own price which con not be easily compared with the price for competing goods.

RESONS FOR BRANDING:

1. Ever-increasing competition.

2. Importance of packaging as a distinct marketing function.

3. Need for Advertising and Publicity.

4. Development of consumer brand.

→ A Brand should suggest something about product benefits. Its uses, quality, product nature, purpose,
performance or action.

→ The name should be short, simple, easy to pronounce to spell and remember, easy to identify and
explain. It should be casy to advertise.

It should be capable of being registered and protected legally

Under the legislation.

It should have a stable life and be unaffected by time. It should not depend upon fashions and styles as
they have a short life.

It should create pleasant associations.

It should not be used as a general or common name for all

‫܀‬

Products

 It should be unique, attractive and distinctive.

TYPES OF BRANDS:
1.

INDIVIDUAL BRAND NAME

3. FAMILY BRAND NAME

UMBRELLA BRAND

4. COMBINATION DEVICE

5.

PRIVATE OR MIDDLEMAN’S BRAND

Individual Brand Name:

Each product has a special and unique brand name, such as J K Tyre, J K sugar, J K Internationals, Surf,
etc., the manufacturer has to promote each individual brand in the market separately. This creates a
practical difficulty in promotion. Other wise it is the best marketing strategy.

Family Brand Name:

Family name is limited to one line of a product, i.e., products that complete the sales cycles, c.g., J K
TYRES for tyres, Amul for milk products. Ponds for cosmetics, etc., family Brand name can help
combined advertising and sales promotion.

Umbrella Brand Name:

We may have for all products the name of the company or the manufacturer. All products such as soaps,
chemicals, textiles, engineering goods etc., manufactured by the Tata concerns will have the TATA’s as
one umbrella brand, such a device will also obtain low promotion cost and minimize marketing efforts.
Combination Device:

TATA house is using a combination device, each product has an individual name but it also has the
umbrella brand to indicate the business house producing the product, e.g., Tata’s Taj. Under this method,
side by side with the product image, we have the image of the organisation also. Many companies use
this device profitably.

Private Middleman’s Brand:

Manufacturers or distributors such as wholesalers, large retailers, can do branding. This practice is
popular in the woolen, hosiery, ports goods, and such other industries. Big manufacturers also use it.

Benefits of Branding: -

As long as branding is considered desirable and as long as we do not

Have overflow of branded goods, consumers in India may have the following

Benefits of branding: -

1. Right kind of brand advertising and personal selling provide ample information to the consumer
about the branded products.
 2. Branded goods have uniform and standardized quality and holder of the registered brand is
personally responsible to maintain the quality.

3. Rapid sales turnover assures fresher products due to

Frequent replacement of stock with the retailer.

4. There is considerable saving in time in the selection of goods and also in the making up of
orders. PACKAGING AND LABELING:

Packing may be defined as the general group of activity in the planning of a product. These activities
concentrate on formulating a design of the package and producing an appropriate and attractive
container or wrapper for a product. The container itself can act as a forceful though silent and colorful
salesman at the point of purchase or an effective medium of advertisement encouraging impulse buying.
Many a time, package design itself can act as a registered brand. Almost every article has to be packaged
to make a trip to the ultimate consumer. But packing is merely a physical action and provides a handling
convenience.

Packaging criteria:

The entities that influence package development are broadly classified into the following criteria groups.

1.

Appearance
2.Protection

4. Function

5. Cost

5.

Disposability

Appearance:

The appearance of a package is very important from many angles. With the growing super-bazaars and
cash transactions in marketing activities, appearance is gaining momentum appearance helps to:

1.

Identify the product throughout the distribution channel;

Carry instructions for use and disposal:

4. Carry information about the product and satisfy legal

Requirements:

4.

Exhibit brand name producer’s name;

Act as an important sales aid.

Protection:

Protection to the product is very important and the type of protection required depends upon the
following factors: -

1. Name of the product;

2. Distribution system adopted for the product;

3. The total time required to protect,

4. Package system.

Protection is normally required from environment and physical hazards. The unit package should provide
protection from physio-chemical and biological hazards. The bulk package is expected to protect the
contents against rough handling, storage and transportation.

Functions of Packaging:

1. Protection

2. Dependability

3. Storage cost of filled packages

4. Distribution and insurance cost

6. Effect of the package on sales.

Disposability:

In developing countries the packaging industry has been fully criticized on the grounds of environmental
pollution. The disposal of packaging materials after use assumes a greater importance. This was
considered to be a very minor problem. The disposability of the package material after use had different
forms, totally eliminating the material or converting at the end of its useful life as a package. However
three methods are followed to dispose the package material after use.

Recycling, Using it as non-package appliance, Total elimination.

Package design:

A well-designed and attractive package is an ever-present shelf sales man for the retailer. The package
design itself can act as a brand. A good package is:

1. Economical (to manufacturer, to store)

2. Functional (in transit, in store, at home)

3. Communicative (of brand, of products, of performance, of

Usage)

4. Attractive (in color, in design, in graphic impact)

Reducing waste and by conserving scare resources.