JK Tyre Marketing Strategies of JK Tyres Limited
JK Tyre Marketing Strategies of JK Tyres Limited
JK Tyre Marketing Strategies of JK Tyres Limited
A
Project Report
On
JK TYRE Marketing Strategies
Submitted for partial fulfillment of requirement for the award
of degree
Of
Bachelor of Business Administration (II)
Of
Submitted by
Manav Pal
Roll No.: 1190111212
Enrollment No.: 1130320018
BBA VI Semester
2014
MAHARSHI DAYANAND UNIVERSITY, ROHTAK
Appendix II
DECLARATION
I the undersigned solemnly declare that the report of the project
work entitled JK Tyre Marketing Strategies, is based my own work
carried out during the course of my study under the supervision of Mr.
Pramod Kumar Pandey
I assert that the statements made and conclusions drawn are an
outcome of the project work. I further declare that to the best of my
knowledge and belief that the project report does not contain any part
of any work which has been submitted for the award of any other
degree/diploma/certificate in this University or any other University.
Appendix-III
CERTIFICATE BY GUIDE
This to certify that the report of the project submitted is the outcome of
the project work entitled JK Tyre Marketing Strategies carried out by
Manav Pal bearing Roll No.:-1190111212 & Enrollment No.:1130320018 Carried by under my guidance and supervision for the award
of Degree in Bachelor of Business Administration of Maharshi
Dayanand University, Rohtak, Haryana.
To the best of the my knowledge the report
i)
Embodies the work of the candidate him/herself,
ii)
iii)
iv)
_______________________
(Signature of the Guide)
Name: Mr. Pramod Kumar Pandey
Designation: Assistant Professor
Department: Management
Name & Address of the Institute
JIMS Vasant Kunj
The project work as mentioned above is hereby being recommended and
forwarded for examination and evaluation.
Appendix IV
ACKNOWLEDGEMENT
I would like to express my sincere thanks to JK Tyre, for giving me the opportunity
to carry out the Internship Program in their organization.
I am very thankful to Mr. Pramod Kumar Pandey (Project Guide), for giving me the
opportunity to complete my training in JK Tyre and giving me the guidance and
interest evinced throughout the preparation of this project.
I take this opportunity, also to express my love and sincere thanks to my family
members and friends for their support and advice during various stage of work.
Last but not the least I thank God almighty for giving me the support for the
completion of the task.
_______________________
(Signature of the student)
TABLE OF CONTENTS
S. No
TOPIC
Chapter 1 Introduction
Page. No
1-51
Origin
Recent Achievements
Products
Organization Structure
52-58
Research Design
Sources of data
Sampling Technique
59-76
Chapter 4 - Findings
77-78
Chapter 5 - Recommendations
79-80
Annexures
81-87
Questionnaire/s
Bibliography/References
88-89
CHAPTER-1
INTRODUCTION
INTRODUCTION
1.1. Overview of Industry as a whole
In todays 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 customers importance has assumed imponderable proportions in todays 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.
Analysis of any industry would require a through study along with critical analysis to
know the exact nature of the business. This study of Indian tyre industry is no
exception.
This project is undertaken to study the nature of Indian tyre industry along with its
different shades that affects Indian economy. The study includes analysis of various
key components like, growth, competitors, and foreign threats.
To gain in depth knowledge, it was important to study one brand in Indian tyre market
and then have a competitors analysis with other players. For this purpose JK TYRES
is analyzed as epicenter for gaining Marketing strategies as well as issues hampering
the tyre industry.
Strategy is a word that generates much confusion because different people use it in
different ways. And of course, there are different levels of strategy. For example:
Corporate Strategy, Marketing Strategy, Advertising Strategy, Creative Strategy,
Media Strategy. Regardless of level, strategy can be defined as the overall direction
which summarises how all the detailed tactics achieve a specific objective. Here is an
example of three competitors with three different marketing strategies in the tyre
market: Goodyear chose a strategy of mass volume, low cost market leadership.
Michelin chose a product development strategy and invested in new technology and
research and development to develop the radial tyre. This eventually redefined
customer needs and made the cross-ply tyre obsolete.
Armstrong Rubber adopted a third strategy: exploiting specialist application by
focusing on special tyres for agricultural, aviation and civil engineering market
segments.
Strategies are chosen from a range of carefully considered strategic options. American
author Michael Porter identified some core generic strategic options: Cost,
Differentiation and Focus. This means that you can choose whether to compete on
price, or differences in the features and benefits of your product, or you can compete
by focusing on specific target markets and serving them better than anyone else.
You can of course have more than one strategy. Here's Microsoft's Euaropean
Marketing Director.
"If our goal is to achieve a certain level of market share within a product category we
could decide that, let's say we needed to achieve 50% market share. We could
determine that our strategy would be to get 25% of that market share by encouraging
new people to buy spread sheets. So we would grow the overall market and
consequently achieve 25% market share. To secure the other 25% market share our
strategy could be to progressively attack one of our competitors customer bases and
encourage them to move from their product to our own. So, you can build up
therefore two different strategies. One of market expansion and creation of demand
and the other of a competitive stand point encouraging brands which are within a
competitors' base." John Leftwich, European Marketing Director, Microsoft
There is one important question that influences the choice of strategies: 'Does it
develop and exploit our sustainable competitive advantage? Which strategy exploits
our competitive strengths, or our competitive advantage? Is this advantage sustainable
in the future or will competition eat away at this temporary advantage. The key term
here is sustainable competitive advantage. Do we know what it is and do we know the
strategies to exploit it? A typical competitive advantage might be better designed
products, or perhaps more cost efficient production, or better customer service, or
brand imagery.
Perhaps the easiest way of understanding strategy is: it's a summary of how you
are going to achieve the objectives; it drives and summarises the tactics. It's 'the big
picture'. It often pans over a longer period of time than shorter term tactical activities.
The choice of strategy is influenced firstly by objectives, and secondly by the
resources available. For example: developing superior products depends on having
excellent research and development facilities and people - or at least it depends on
having the money to buy the facilitates and also the time to recruit and build a
Research and Development team. So the dimensions of marketing strategy can
include: objectives and resources, the scale of operation, a summary of marketing
mixes, positioning, target markets and timing - do we want to be 'first to market' or
come in later with a 'Me Too' product?. Finally, strategy and tactics, have military
meanings. It's no coincidence that there are several books written on marketing
warfare. The ultimate, for me at least, is Tsung Szu's ancient Chinese 'Art of War'.
Although it was written in 500BC it provides a rich source of reading for any budding
marketing strategists - and maybe it has been used extensively by some very
successful global companies already.
opportunities should define the role of new product development. New product
development should be integrated into an organizations strategy and significantly
contribute to its perpetual renewal.
Positioning Strategy
All marketing strategy is built on STP: Segmentation, Targeting, and Positioning. A
company discovers different needs and groups in the marketplace, targets those needs
and groups that it can satisfy in a superior way, and then positions its offering so that
the target market recognizes the company's distinctive offering and image.
SALIENT FEATURES
The Indian tyre market is expected to grow by 12% this year.
As automobiles have become more sophisticated, technology has become key to
success in this sector.
Truck and bus segment account for 60% of the total tyre market by value.
Passenger car radials are the most profitable but because of poor road conditions
in India; truck radials are yet to catch on.
It will take at least 5 years for light trucks and over 10 years for heavy trucks to
reach 25-30% radialisation.
With the large additions in capacity over the last two decades, tyre companies
have found themselves hard-pressed to maintain market share.
DIVISION OF TYRE
MARKET (%)
Excludes 2/3
Apollo Tyres
269,013
Wheelers tyres
10.7
Birla
170,640
5.6
Ceat
Goodyear
JKI/Vikrant
MRF
Modi Rubber
279,764
19,721
424,229
232,574
173,904
17.0
11.4
18.7
25.1
9.9
Sector Comments
Ever since the first Indian tyre company, Dunlop Rubber Company (India) was
incorporated in 1926, the tyre industry has grown rapidly and today it is a Rs. 12,000
crore industry. India has 2.61 lakhs villages, connected by 6.23 lakhs kms of metalled
roads and 9.81 lakhs kms of unmetalled roads. These villages are linked to small
towns and cities. There is a daily traffic of over 4.12 lakhs trucks, 1.27 lakhs buses,
7.23 lakhs cars, and thousands of taxis, two-wheelers, tractors and animal driven
vehicles on Indian roads. There exists a vast potential for the tyre industry in India.
The fortune of the tyre industry depends on the agricultural and industrial
performance of the economy, the transportation needs and the production of vehicles.
Hence, this is a very sensitive industry, which has to adapt itself to a highly volatile
environment.
Market Profile
While the tyre industry is mainly dominated by the organized sector, the un-organized
sector holds sway in bicycle tyres. The major players in the organized tyre segment
consist of MRF, Apollo Tyres, Ceat, and JK Industries, which account for 63 per cent
of the organized tyre market. The other key players include Modi Rubber, Kesoram
Industries and Goodyear India, with 11 per cent, 7 per cent share and 6 per cent share
respectively. Dunlop, Falcon, Tyre Corporation of India Limited (TCIL), TVSsrichakra, Metro Tyres and Balkrishna Tyres are some of the other players in the
industry. MRF, the largest tyre manufacturer in the country, has strong brand equity.
While it rules supreme in the industry, other players have created niche markets of
their own.
Sector specifics
The tyre industry is a major consumer of the domestic rubber production. Natural
rubber constitutes 80 per cent of the material content in Indian tyres. Synthetic rubber
constitutes only 20 percent of the rubber content of a tyre in India. World wide, the
ratio of natural rubber to synthetic rubber is 30:70. Apart from natural and synthetic
rubber, rubber chemicals are also widely used in tyres.
Most of the RSS-4 grade natural rubber required by the Indian tyre industry is
domestically sourced, with only a marginal amount being imported. This is an
advantage for the industry, since natural rubber constitutes 25 per cent of the total raw
material cost of the tyres. The two types of synthetic rubber used in tyres are Poly
Butadiene Rubber (PBR) and Styrene Butadiene Rubber (SBR). The former is used in
most of the tyres, while the latter is mainly used in the radials for passenger cars.
Synthetic rubber accounts for 14 per cent of the raw material cost. Unlike in the case
of natural rubber, India imports 60 per cent of its synthetic rubber requirements.
Apart from rubber, major raw materials are nylon tyre cord and carbon black. The
former is used to make the tyres strong and impart tenacity to it. The latter is
responsible for the colour of the tyre and also enhances the life span of the tyre. Nylon
tyre cord comprises 34 per cent, while carbon black accounts for another 13 per cent
of the raw material cost. In India, the carbon black used is of the N660, N220 and
N330 variety.
To sum up, the tyre industry is highly raw-material intensive, with raw material costs
accounting for 70 per cent of the lost of production. Fortunately for the industry, the
rubber and carbon black prices have taken a beating recently, which means lower
costs for the tyre industry. The export-import policy allows free import of all types of
new tyres and tubes. However, import of retreaded tyres, either for use or for
reclamation of rubber is restricted. This has led to used tyres being smuggled into the
country under the label of new tyres except natural rubber are under open general
license (OGL), only import of natural from Sri Lanka is eligible under OGL.
Sector Trends
Cross ply tyres have been used in India for several decades. In these tyres, the ply
cords run across each other or diagonally to the outer surface of the tyre. Rayon and
nylon tyre cords are used as the reinforcing medium. These tyres can be retreaded
twice during their lifetime and are hence preferred by Indian transport operators who
normally overload their trucks. A vehicle with the normal carrying capacity of around
12 tones is usually loaded with double the capacity. Moreover, one also has to contend
with the bad suspensions and bad road conditions. No wonder, 95 per cent of the tyres
used in India are cross plies. Radial tyres have their cords running radially from bead
at 90-degree angle to the rim or along the outer surface of the tyre.
The reinforcing mediums used in these tyres are polyester, nylon, fiberglass and steel.
Hence, these tyres are 20 per cent more expensive than the cross plies. But they have
a longer life and provide lower fuel consumption. The unhealthy condition of the
Indian roads has resulted in radial tyres accounting for only 5 per cent of the tyre
industry as against a global trend of 60 per cent. With two-thirds of the capacity of all
major tyre manufacturers being reserved for radials, this is a real cause for concern.
Tyre Industry in India comprises of 40 tyre companies (53 factories), 12 companies
account for over 85% of total production (In Nos.)
Detailed Study of JK
J.K Organization founded over 100 years ago ranks within the Elite private groups in
terms of assets and sales. The Groups operations can best be characterized as multibusiness, multi-product and multi-location with head office in New Delhi, the capital
The group is further diversifying in other fields like Petrochemicals, steel, Drugs &
Pharmaceuticals, Food & Dairy Products, Electronics, Computer Software, Power
Generation, Rubber hoses, etc. The Group exports number of products including Jute
Textiles, Woollen textiles, Readymade Garments, Engineering files, Tyres and Tubes,
Synthetic Fibres, Paper, Marine products, Spices, etc. The entrepreneurial, managerial
and technical expertise available within the J.K. Organization has enabled it to
establish and operate several projects in India and abroad.
Most of the industries promoted and established by J.K. Organization are today the
leaders in their product lines in India. The success of a manufacturing enterprise
depends, especially in a competitive consumer product line, on the efficiency of its
manufacturing and marketing organization and more so in India where the marketing
activities have to be very competitive. In fact, the success of J.K. Group of companies
is based primarily on the latest technology, innovation, and continuous Research &
development policies as also on its effective marketing set-up, which is involved on a
sustained basis in:
Maintaining continuous touch with the customer,
Identifying the needs of the consumer,
Establishing effective channels of distribution,
After-Sales Service and consumer satisfaction.
J.K. Organization has well-established necessary infrastructure and capabilities to
market a very wide range of products, which include core sector industrial products,
engineering products, consumer goods, agrochemicals, etc.
To cater to the needs of the various consumers for the goods manufactured by the
group and to provide prompt delivery and services, as, when and where required, the
organization has established:
Over 50 well-equipped branch offices all over the country for distribution, control and
monitoring product lines;
1.2.2: Achievements
Achievements
JK Tyre is India's leading four-wheeler tyre manufacturer. It has four state-of-the-art
plants strategically located in Rajasthan, Madhya Pradesh and Karnataka. The
company recently embarked upon an international odyssey by making its first
international acquisition in the form of Compania Hulera Tornel a well-established
tyre company in Mexico. Tornel has three manufacturing plants in Mexico with a
combined capacity of 6.6 million tyres per annum. The advantages of this acquisition
have been immense but possibly the most significant is that it provides JK Tyre access
to the NAFTA trade block and the emerging economies of Central and South America.
In addition to the above manufacturing facilities, JK Tyre also has strategic
international sourcing arrangements in South East Asia and China.Today, JK Tyre is
India's leading exporter with presence in 80 countries across six continents and enjoys
a premium brand status in various markets, including the US. In India, JK Tyre is a
preferred partner to some of the best names in the automotive business including
Maruti Suzuki,Tata Motors, Ashok Leyland, Fiat, AMW, Mahindra & Mahindra,
Eicher, Force Motors,TAFE etc and is also a leading supplier for defence vehicles and
WTR-Ten10
The Ten10 Racing Team joined with the Sammarinese WTR Team to enter the world
of MotoGP in the 125cc class for 2011 MotoGP season
Ten10 Racing that has tied up with the San Marino-based WTR Team for a
provisional entry in the 125cc class. The joint venture will be called WTR-Ten10
Racing Team. The team will be field two riders, one Indian (S. Sarath Kumar) and one
Italian (Francesco Mauriello). This is the first time that an Indian rider will make it to
the MotoGP grid. These developments mark India?s entry onto the global motorcycle
motorsport. The country prepares to hold its first motorcycle GP in 2012 at the Jaypee
Circuit in Greater Noida. The contract includes a 3-year deal of technical-commercial
partnership between the two teams. The team is named "WTR-Ten10 Racing Team", a
wanted choice aimed at representing the strong cohesion of the partnership: passion
for the sport, same principles, ambitions and future growth expectations are the values
commonly shared together.Besides entry into the 125cc class, both the teams will
continue to race in the upcoming Moto3 class for 2012 and also look at getting into
the Moto2 category in due course.
MotoGP
Road Racing World Championship Grand Prix is the premier championship of
motorcycle road racing and is currently divided into three distinct classes: 125cc,
Moto2 and MotoGP. The 125cc class uses a two-stroke engine.125cc machines are
restricted to a single cylinder and a minimum weight of 80 kilograms. First instituted
in 2005, all riders in the 125cc class can not be older than 28 years or 25 years for
new contracted riders participating for the first time and wild. The 125cc class will be
replaced in 2012 by the Moto3 class. This class will be restricted to single cylinder
250cc 4-stroke engines with a maximum bore of 81 mm. Ten10's partnership with
WTR enables it to gain entry into the MotoGP in the 125cc class.
Be a Green Company
Rs 100,000 Million
Installed capacity
Production
Capacity Utilization
72%
(2009-2010)
Taxes and Duties paid
Rs 28,500 Million
Innovativeness
Several innovations introduced to apply international technologies/ processes to create
tyres suitable for Indian road conditions.
Exports
Sustained exports for over a decade to more than 50 countries. All large tyre
companies are exporting, with over 30% exports to US. Approx. 20% of total Truck &
Bus tyres produced domestically is exported. All large companies are engaged in
sustained exports as a long-term commitment.
Technology Progression
Within a span of four decades, technology progression from cotton (reinforcement)
carcass to high performance radial tyres.
To Latin America.
Ever since its inception it has been JK Tyre's belief in the value of technological
superiority that has made it grow by leaps and bounds. This division produces and
sells tyres and tubes under the brand name "JK Tyre" for Truck, Buses, Passenger
Cars, Jeeps, Light Commercial Vehicles, Multi Utility Vehicles and Tractors. The
company pioneered Steel Radial Technology in India in 1977 and continues to be. The
industry leader in the Radial segment in India. JK Tyre is the only Tyre Manufacturer
in the country to produce high performance 'T' & 'H' -rated steel radial tyres. JK Tyre
has consciously followed a policy of continuously modernizing and expanding its tyre
manufacturing facilities to retain its edge in the market place.
Our customer base covers virtually the entire Original Equipment Manufacturers
(OEMs) in India together with Replacement Market for four wheeler vehicles,
Defence and State Transport Units. Besides India, we have a worldwide customer
base in over 45 countries across all 6 continents. To keep pace with the market
Rs 400 crore during 2008-09 over Rs 320 crore last year. The company ships tyres to
65 countries, including Australia and the Southeast Asian countries. JK Tyre also
sources tyres from a number of countries like China and European nations for both
domestic and international markets.
manner, they would be currently available in the major cities such as Delhi, Mumbai,
Bangalore, Chennai, Cochin, Pune and Chandigarh.
These new tyres will not only add a dash of glamour to cars on the road, but also
promise to transform the image of a tyre from just an auto accessory to a keydifferentiating feature which is sure to catch fancy of customers across all segments.
Apart from being eco-friendly, the coloured tyres promise to make a lifestyle
statement. These revolutionary tyres are currently available in the sizes 165/65/R13
Tornado Green (for Hyundai Santro & Tata Indica) & 175/70/R13 Ultima XPS Green
(for Ford Icon, Hyundai Accent, Fiat Siena, Opel Corsa, Honda City, Daewoo Cielo,
Maruti Esteem).
Hybrid and High Yielding Seeds. These businesses will now have better focus on a
stand-alone basis. JKI had acquired majority stake in Vikrant Tyres Ltd. (VTL) in
1997 and turned it around in a short period of one year. Merger of VTL with JKI is a
logical step forward to achieve the benefits of scale, synergy, logistics and marketing,
besides greater financial strength. The consolidated tyre entity will increase its global
competitive strength thereby significantly contributing to better profitability and
future growth, thus maximizing shareholder value.
manufacturer of four wheeler tyres and is the largest bus and truck tyre manufacturer.
Mr Singhania added that JK Tyre pioneered radial technology in India way back in
1977 and is the leader in radials. It is the only Indian manufacturer producing the
entire range of truck/bus, LCV, MUV, Jeep, Car and Tractor radials. It has taken upon
the challenge of leading the radial revolution in commercial vehicle segments as well.
JK Tyre is first and the only manufacturer of truck radials in India. It has a state-ofthe-art Truck Radial plant in Mysore, which is poised for further expansion of the
capacity. JK Tyre's expansion of bias truck tyres and passenger radials is nearing
completion, which will raise its radial passenger capacity by 50%. This shall further
strengthen its market share. JKI's turnover in a years time would be Rs.2, 500 crores,
which is expected to increase to Rs.5, 000 crores by the year 2009. JK Tyre is the
largest exporter of tyres from India accounting for 30% of total tyre exports. It exports
to over 60 countries in all the 6 continents including USA, Latin America, Africa,
Middle East, South East Asia, Australia, etc. It has launched its products in China and
is also out-sourcing tyres from China for international markets. JK Sugar's current
capacity of 4,300 TCD is poised for expansion to 5,000 TCD. Its co-generation
capacity of 19 MW and export of power to UP Power Corporation adds great value to
the business.
JK Agri-Genetics Ltd. is a leading producer of Hi-yielding Hybrid seeds under its
brand name "JK Seeds". It produces seeds for a large variety of crops such as Bajra,
Jowar, Cotton, Maize, Rice, Sun Flower, Tomato, etc. It is the largest in Bajra and
leader in Jowar and Cotton. JK Seeds are sown by 8 lakhs farmers in 15 states
covering an area of 2 million acres under cultivation. It has a state-of-the-art
Biotechnology Lab in Hyderabad and research farms to carry out its research
activities.
Both these Agri businesses of Sugar and Hybrid Seeds have tremendous scope for
growth, looking at India's fundamental strength in Agriculture. The shareholders of
JKI will reap benefits by creation of these 3 focused entities. They will be receiving
the share of J K Sugar and J K Agri-genetics as well in the same proportion as their
existing holding in JKI. The shareholders of VTL shall also be rewarded. For every
holder of 100 shares of VTL, the shareholder will be receiving 45 shares of JKI i.e. in
the proportion of 9 shares of JKI for every 20 shares held in VTL. This is a win-win
situation for the shareholders in every respect.
INNOVATIVE CONSTRUCTION
Super Strong Casing, which gives Maximum Service and Better Retreadibility.
Deep Tread gives High Mileage.
SUPERIOR PERFORMANCE
Dual Compound Tread to ensure Structural Stability and High Mileage Potential.
Cut Ressistant.
Runs Cooler For High Performance.
Gives Extra High Mileage.
Renders Excellent Service and Clean Casing.
WEAKNESS
Quality control problems.
Slow dealer response.
No proper communication channel with dealers.
Fluctuating rates are disturbing the market price.
There is more swelling of tyres have been reported in vikrant.the quality of
tyres are inferior to Apollo tyres.
The performance of tyre is found to be bad in summers.
J.k tyres performance in overloading is not satisfactory.
More manufacturing defects have been found out in j.k and vtl.
There is lack of equity in schemes for big and small dealers.
There have harsh payment policies as compared to mrf tyres.
Stock of vikrant tyres is inappropriate as complained by several dealers.
OPPORTUNITIES
Passenger car market growing @ 12% per annum.
Good export potential.
Still immense scope in truck/ bus radial market.
Two wheeler segments is still to be explored.
The upward trend of the share of road transport vs. train transportation is
expected to strengthen further with govt. initiative for developing a network of
multilane high ways and for giving shape to the golden quadrangle.
Eco friendly tyre is a hotcake in the market with no substitute.
There is tremendous potential in the Delhi area that opens the gateway for
increasing the sales and capturing a larger to ast of market share.
The price to quality ratio of Apollo is similar to the price quality ratio of j.k
tyres if the r&d work is done more in j.k some of the popular brands like jet
track and jet track-39 the quality could be improve so that it could work better
in summers with relative less increase in price.
j.k tyres has been found out to have poor performance in overloading which
can be improve through R&D. however the quality of vikrant tyres in
overloading has been found out to be superior. Tyre infinding its place infront
as well as rear tyres.
The claim must be given with in 2/3 days as demand by most of the dealers
and thus could enhance their claim services above atl.
There should be proper communication in disclosing the complaints of the
dealers as early as possible.
There is a high demand for the promotional scheme that should be in the
market regularly to boost up sales.
The scheme for the dealer and customers must be separate as Apollo launches
attractive schemes for the dealers.
THREATS
The market is flooded with many competitors like atl ceat mrf Apollo
Goodyear Birla in truck segment. Many new multinational players are going to
launch their products in the near future. In order to save themselves and
maintain and increase their market share they have to constantly incur expanse
in R&D to have superior quality better technology and environment friendly.
There is a threat of price war that is set at the stage to have the cutthroat
competition. The price quality ratio must have the competitive edge over its
nearest competitor Apollo tyres.
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:
Product
Price
Promotion
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.
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
COMPETITION INFORMATION
THE company is one among the major players in the Indian tyre industry the main
competitors being. Apollo MRF Ceat, Birla G- year Bridgestone.
The competition is not restricted to the product mix only but also to the price mix
promotion mix product range quality product development product positioning and
other areas in preview of marketing management.
J.K Tyre has successfully overcome the prevailing recession in the economy and
further strength then its position vis--vis competitors by improved operations cost
reduction and aggressive consumer focused marketing.
The rate of growth is much higher than the comparative growth in the industry.
But
DUNLOP INDIA: - Dunlop world wide had been at the fore front of every
development of pneumatic tyres, which is the actual name of tyres we use for 100
years after 100 years of establishment Dunlop tyre group is a global network, fully
geared to meet the growing needs of the world market. Today Dunlop has the size
economies and scale that enable it to invest in research and development and in
modern facilities to manufacture products of highest quality. It has got technical
collaboration with sumitomo rubber industries Japan Dunlop ltd U.K. currently under
take over of Mr. Chhabria.
Quality Management
ISO 9001: - JK Tyre worlds first tyre company to receive ISO 9001 certification for
its entire operations in 1995 in one go. Our Quality Management System is
completely integrated into all aspects of our operations.
QS 9000: - JK Tyre the worlds first tyre company to receive Quality Management
System certification QS 9000, in 1998 for multi location operations. We are
using QS 9000 system as a tool for continuous incremental improvement.
E-mark
JK Tyre is the only Tyre Company in India having the E-mark certification on their
products, a mandatory requirement for exporting tyres to European Markets.
petroleum based raw materials like carbon black and nylon tyre cord. The
management has succeeded in keeping a check on interest costs, which, however,
provided as a support to the bottom line.
The recent development of FIIs expressing their desire to sell their 44% stake in the
company is still hanging fire with the management opposing such a move. The
outlook for the company is not rosy, as it will be facing increasing competition from
the likes of Apollo Tyres, Ceat and Goodyear.
BACKGROUND
JK derives its revenue from sale of automobile tyres, automobile tubes and
automobile flaps and camelback/retreating materials.01 A small portion of the revenue
comes from trading in tubes, flaps, garments and other articles. JK has a presence in
almost all the segments of the tyre industry. It manufactures truck, bus, car, jeep,
tractor (front, rear and trailer), and scooter and motorcycle tyres. The company has a
market share of 14.8%.
Sales are concentrated in the truck and bus (T & B) tyre segment, which also forms
the bulk of the market. 45 % production caters to the T&B segment. Next comes the
passenger car segment with about 9.7% of total production catering to it. It also has a
decent presence in the tractor segment with about 10% of total industry production.
Finding market niches: Price, service, convenience and technology are some of
the niches in Indian market.
Managing for result: With pressure on costs, prices, and margins, marketers will
have to make effective utilization of every rupee spent in marketing.
Types of strategies
This article needs additional citations for verification. Please help improve this article
by adding citations to reliable sources. Unsourced material may be challenged and
removed. (June 2008)
Marketing strategies may differ depending on the unique situation of the individual
business. However there are a number of ways of categorizing some generic
strategies. A brief description of the most common categorizing schemes is presented
below:
Strategies based on market dominance - In this scheme, firms are classified based on
their market share or dominance of an industry. Typically there are four types of
market dominance strategies:
Leader
Challenger
Follower
Nicher
Porter generic strategies - strategy on the dimensions of strategic scope and strategic
strength. Strategic scope refers to the market penetration while strategic strength
refers to the firms sustainable competitive advantage. The generic strategy
framework (porter 1984) comprises two alternatives each with two alternative scopes.
These are Differentiation and low-cost leadership each with a dimension of Focusbroad or narrow.
Innovation strategies This deals with the firm's rate of the new product
development and business model innovation. It asks whether the company is on the
cutting edge of technology and business innovation. There are three types:
Pioneers
Close followers
Late followers
Growth strategies In this scheme we ask the question, How should the firm
grow?. There are a number of different ways of answering that question, but the most
common gives four answers:
Marketing warfare strategies - This scheme draws parallels between marketing
strategies and military strategies.
Strategic models
This article needs additional citations for verification. Please help improve this article
by adding citations to reliable sources. Unsourced material may be challenged and
removed. (June 2010). Marketing participants often employ strategic models and tools
to analyze marketing decisions. When beginning a strategic analysis, the 3Cs can be
employed to get a broad understanding of the strategic environment. An Ansoff
Matrix is also often used to convey an organization's strategic positioning of their
marketing mix. The 4Ps can then be utilized to form a marketing plan to pursue a
defined strategy.
There are many companies especially those in the Consumer Package Goods (CPG)
market that adopt the theory of running their business centered around Consumer,
Shopper & Retailer needs. Their Marketing departments spend quality time looking
for "Growth Opportunities" in their categories by identifying relevant insights (both
mindsets and behaviors) on their target Consumers, Shoppers and retail partners.
These Growth Opportunities emerge from changes in market trends, segment
dynamics changing and also internal brand or operational business challenges.The
Marketing team can then prioritize these Growth Opportunities and begin to develop
strategies to exploit the opportunities that could include new or adapted products,
services as well as changes to the 7Ps.
Real-life marketing
Business model
Customer engagement
Market segmentation
Pricing strategies
Prospective inches
Market Segmentation
The customer base of JK Tyre covers the entire Original Equipment Market (OEM) in
India together with Replacement Market for four wheeler vehicles, Defense and State
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 worldclass technologies in India, JK Tyre has recently launched the country's first ecofriendly coloured tyres as well as steel-belted tractor rear radials.
Maintains the highest possible net recovery for each given sale
REPLACEMENT MARKET
EXPORT
The production process being undertaken for a predetermined foreign market falls
under Export category. It is widely spread across 50 countries in 6 continents
constituting 11 % of business.
R & D Center
Hari Shanker Singhania Elastomer & Tyre Research Institute (HAESETRI) an
independent research institute promoted by JK Tyre is engaged in basic & applied
research in elastomer & tyre including assimilation and dissemination of knowledge,
First of its kind in India.
Quality Movement
J.K. Tyre has the following Quality System Accreditation to its credit:
ISO 9001
QS 9000
ISO 14001
HASETRI has the following Quality system Accreditation:
ISO 9002
Continuous up-gradation.
IN pursuit of excellence, J K has invested Rs 280 Crores in last five years on up
gradation of manufacturing facilities.
and benefits. The partners have been selected on the basis of the items as well as their
capabilities to meet their volumes, quality, delivery and other service requirements.
OEMs
They have two major OEMs as their partners Maruti Udyog and Mahindra
Automotives. They are the only tyre company, which was audited by Suzuki Motor
Corporation R&D for ascertaining their capabilities to tailor make a Tyre, which could
provide optimal performance of the vehicle.
DEALEARS / DISTRIBUTORS
In the replacement market they have around 3500 dealers in the country. In addition,
an innovative concept of steel wheels outlets has been created currently the chain
has 90 tyres care centers, which will increase to 130 by April03. A one-stop shop for
the wheel alignment, computerized wheel balancing and automatic tyre changing
were few concepts provided by JK Tyres to its customers through their dealers and
distributors. Through the concept of A SYNERGY OF ENERGY JK and Indian Oil
Corporation have built a mutually beneficial relationship to service the customer. This
includes installation of air filling stations and free tyre check camps at selected IOC
petrol pumps.
C&F AGENTS: JK have 51 C&F Agents spread all across the country.
EXPORTS: Based on the principles of dealing, reliability of quality and delivery and
standing by the customer during difficult market conditions has paid dividend in terms
of consistent exports over the last four years. As a result, export volumes of truck /
bus tyres as a total truck tyre production has been higher than the industry average by
3-5%.
TRANSPORTERS
JK have developed transporters for movement of both finished goods as well as raw
materials on the basis of SWOT analysis, their customer base, responsiveness etc.
Training is imparted to them on various aspects of Quality Management System
(QMS) and Environment Management System (EMS). Around 40% of their transport
business is handled by one of their major transport.
Year
2006-2007
2007-2008
2008-2009
2009-2010
58
63
74
89
For the benefits of the customer JK have been distributing corporate brochures,
product leaflets, price lists and handouts free of cost to make an impression in the
eyes of the capable customers.
SALES GROWTH
Year
Sales
Volume Total
Average
2007-2008
2008-2009
2009-2010
(Per Month)
16024
19388
22302
Sales %
22.8
21.4
19.0
2nd
2nd
2nd
Expectations are shaped by the customers personal needs, past experience and the
nature of the service on offer. Corporate image/positioning plays an important role in
the development of these expectations. Perceptions are influenced not only by what
the customer receives but how the service is delivered
These are influenced by companys objectives, strategies and operational needs.
Typically it is only when a service delivery fails that customers begin to make an
assessment of the level of service delivery achieve against their expectations. Nothing
is worthwhile until it touches the customer.
Without satisfied customers, you lose business to your competitors. Without the
ability to satisfy customers, you fail to attract new business. There are only two
possible sources of business revenues, selling to new customers or selling to repeat
customers. And since repeat customers are generally easier and more profitable to
work with, you generally want to maximize marketing strategy and ensure a high rate
of retention.
Thus to succeed, a business needs to attract new customers, and then make sure they
are sufficiently satisfied to come back again & again. To attract; companies redesign
the products, lower prices, develop new ad campaigns, seek faster & more convenient
ways to distribute the products to customers and so forth the options are limited only
by your marketing imagination similarly to retain customers cos. In improved
customer service, warranties & quality of their product and anything else they think
might help.
MARKETING CONCEPTS
The marketing concept is something you have to adopt at many levels, emotionally as
well as rationally.
People who have decided to act as if the customers are always right have a different
approach to business. It is not that they literally chose to lose every argument with
customers. Or that they think they can ask customers how to run their business. Its
that they chose to accept responsibility for marketing strategy. And that means they do
not blame customers, but instead look within themselves and their companies
whenever they fail to attract a new customer or retention an old one.
The failure of a new product is most likely because the products did not live up to
customers expectations and needs. The failure to maintain a leadership positions for
long enough to benefit from the several advantages of being the first mover firm is
another source of disappointing product launches.
An increasing number of companies seem to be pursuing what is known as the fastfollowers strategy, which involves rapid imitation of innovating competitors. Fast
followers increase the threat that a competitor will steal the thunder and some of the
profits. Given this threat how can you be sure a new products competitive advantage
will prove durable? What can be done to foil the efforts of those diabolical fast
followers?
Product Function
Product Intangibles
specialized product.
Innovate in this area, adding value through warranties,
financing, product availability, support to the customer and so
Pricing
forth
Use penetration pricing, and also price based sales promotion,
if appropriate, to encourage rapid trial and adoption.
Promotion
Distribution
Firm Characteristics
THE company is one among the major players in the Indian tyre industry the main
competitors being. Apollo MRF Ceat, Birla G- year Bridgestone. The competition is
not restricted to the product mix only but also to the price mix promotion mix product
range quality product development product positioning and other areas in preview of
marketing management. J.K Tyre has successfully overcome the prevailing recession
in the economy and further strength then its position vis--vis competitors by
improved operations cost reduction and aggressive consumer focused marketing. The
rate of growth is much higher than the comparative growth in the industry.
But
DUNLOP INDIA: - Dunlop world wide had been at the fore front of every
development of pneumatic tyres, which is the actual name of tyres we use for 100
years after 100 years of establishment Dunlop tyre group is a global network, fully
geared to meet the growing needs of the world market. Today Dunlop has the size
economies and scale that enable it to invest in research and development and in
modern facilities to manufacture products of highest quality. It has got technical
collaboration with sumitomo rubber industries Japan Dunlop ltd U.K. currently under
take over of Mr. Chhabria.
CHAPTER- 2
OBJECTIVE & METHODOLOGY
Data Collection
Data Collection (types of data).
Source of data collection.
Method of data collection
Data Analysis
Sampling
Sample Size
Matching of Samples
The above-mentioned points of methodology are precisely discussed as below in the
following points: -
DATA COLLECTION
The collection of data is a core part of every activities relating to marketing decisions.
The information derived from such data is closely analyzed, interpreted and a
conclusion has been arrived on which other decisions are totally depends.
There are various sources from where data can be collected and there should be most
appropriate methods in the application of which we can collect the data. In the
application of sources and methods the reliability and accuracy must be well judged
prior
To collection: The whole study has been worked out depending on the data availed
from.
Personal Enquiry: - The data from the general public has been collected by the use
of the method of personal enquiry. The dealers and customers (transporters) located at
different places in and around Delhi were approached by me to obtain favorable and
required data to add in to the part of my project.
Personal Survey: - The information regarding Tyre industry being used by many
transporters has been collected through personal survey.
The application of the above mentioned the guide has instructed methods. Infact, in
some cases it has been beneficial on the part of the project to meet the big persons like
head persons of any organization or any company. The most important part of the
project under the data collection has been the collecting the information from the
various sectors of Delhi and around Delhi.
SAMPLING
Sampling is a most important part of the data collection. It is a tool that tries to
matches the data according to the criteria. The sampling methods is used specially in
the context of data segregation Researchers in the field of market research scientific
investigation and other fields study where it requires a deep ground selection of
variables. So, sampling is a relevant answer to the accurate and most appropriate
selection.
There are many methods of segregating the samples probability and non-probability
sampling is the abstraction of the data into mathematical calculation which is done by
the application of various formulas of probability. The non- probability sampling is
the non-mathematical presentation of the sampling. The most important part of the
non-probability sampling is the samples are selected ambiguously without any
concrete methods.
There are various types of non-probability sampling, which is used by the investigator
or researcher according to his convenience.
Judgment Sampling: - The judgment sampling is a kind of non-probability sampling
where the researchers select the samples from according to its judgment The criteria
have been fixed previously before taking in to consideration of the samples. The
judgment sampling is one of the most important parts of carrying out in any project
work.
QUESTIONNAIRE DESIGN / FORMULATION
Questionnaires: - A questionnaire consists of a set of questions presented to
respondent for their answers. It can be Closed Ended of Open Ended
Open Ended: - Allows respondents to answer in their own words & are difficult to
Interpret and Tabulate.
Close Ended: - Pre-specify all the possible answers & are easy to Interpret and
Tabulate.
TYPES OF QUESTIONS USED IN THIS PROJECT
Close ended Questions
To know the choice of the people regarding various matters.
Dichotomous Questions
This has only two answers Yes or No.
Multiple Choice Questions
Where respondent is offered more than two choices. This is done to know the
choice of the customers regarding different matters.
Sample Extent
NCR Delhi
SAMPLE SIZE: 100 trucks
Method of Collection: Market Survey
Time Frame
8 weeks in 2011
Sampling Methods: In this project study, the method adopted for the sampling purpose is the most
common method of sampling:
Delhi and border area that come in U.P. for required no. of respondents were
chosen from different localities.
Sample of those competitors companies that are involve in manufacturing of tyres
also gave us the information for fulfillment of our project goal.
CHAPTER 3
DATA ANALYSIS & INTERPRETATION
NO. OF TYRES
124
129
86
192
41
28
600
7%
PER%
20.66%
21.50%
14.33%
32%
6.83%
4.66%
100.00%
5%
21%
CEAT
MRF
JK TYRES
APOLLO
31%
BIRLA
22%
OTHERS
14%
NO. OF TYRES
PER%
APOLLO
JK TYRES
MRF
CEAT
BIRLA
OTHERS
TOTAL
285
160
175
295
15
70
1000
28.50%
16.00%
17.50%
30%
1.50%
7.00%
100.00%
7%
2%
28%
APOLLO
JK TYRES
29%
MRF
CEAT
BIRLA
OTHERS
16%
18%
COMPANIES
APOLLO
JK TYRES
MRF
CEAT
BIRLA
OTHERS
TOTAL
RIB
138
43
49
52
24
44
350
PER%
14.86%
14.00%
12.29%
39%
6.85%
12.57%
100.00%
RIB
13%
APOLLO
7%
39%
JK TYRES
MRF
CEAT
15%
BIRLA
OTHERS
14%
12%
COMPANIES
APOLLO
JK TYRES
MRF
CEAT
BIRLA
OTHERS
TOTAL
LUG
156
54
62
59
31
38
400
PER%
14.75%
15.50%
13.50%
39%
7.75%
9.50%
100.00%
LUG
8%
10%
38%
15%
15%
14%
APOLLO
JK TYRES
MRF
CEAT
BIRLA
OTHERS
RIB/LUG
RIB
RIB
LUG
LUG
LUG
LUG
NO. OF TYRES
34
6
34
19
48
24
165
60
48
50
40
34
34
30
24
19
20
10
6
20.00%
3.00%
RIB
RIB
JET RIB
JET MILE
20.00%
LUG
12.00%
LUG
30.00%
15.00%
LUG
LUG
JET KING
JETTRAK
TUF
Weight in Tonnes
6 Wheeler
10 Wheeler
0-12
0-15
12-15
15-25
Moderate
Heavy
15-18
25-30
Super Heavy
18-above
30-above
Weight in Tones
0-12
82
Moderate
12-15
Heavy
15-18
Super Heavy
18-above
Total
No. Of vehicles
100
LOAD
Normal or Under Load
Weight in Tones
NO. Of vehicles
39
0-15
Moderate
15-25
58
Heavy
25-30
Super Heavy
30-above
Total
100
9. FACTORS
DETERMINING
THE
BUYERS
BEHAVIOUR
PERCENTAGE
FACTORS
NO. OF SAMPLES
PER %
PRICE
13
11.81%
DURABILITY
74
67.27%
DEALER
5.45%
BRAND
11
10%
OTHERS
5%
TOTAL
110
100.00%
OTHERS
BRAND 5%
10%
DEALER
5%
PRICE
12%
PRICE
DURABILITY
DEALER
BRAND
OTHERS
DURABILITY
68%
IN
PLACE OF PURCHASE
NO. OF RESPONDENTS
PERCENT
MANUFACTURERS
33
30%
DEALERS
69
62.72%
OTHERS
7.27%
TOTAL
110
100%
69
70
60
50
40
NO. OF
RESPONDENTS
33
PER %
30
20
10
0
8
30%
MANUFACTURERS
62.72%
DEALERS
7.27%
OTHERS
PROBLEMS
RESPONDENTS
PERCENT
SEPERATION
18
22.00%
BURST
8.53%
WEAK CROWN
11.00%
EXTRA FRICTION
6.09%
NO PROBLEM
43
52.43%
TOTAL
82
100.00%
SEPERATION
22%
SEPERATION
BURST
BURST
9%
NO PROBLEM
52%
WEAK
CROWN
EXTRA 11%
FRICTION
6%
WEAK CROWN
EXTRA FRICTION
NO PROBLEM
Q15. DOES
YOUR
DEPARTMENT?
Yes
No
COMPANY
HAVE
SEPARATE
LOGISTICS
CHAPTER-4
FINDINGS
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 has been
found that Apollo is the market leader in HCV segment. JK Tyre is competing with
CEAT in some of the brand, but it can be said that JK Tyre is at no.3. There are
various problems came when I was interacting with the customers. As discussed
aforementioned separation, cut & burst, expansion, weak crown & extraction are the
problems in JK TYRE.
Apollo is the market leader with approx 32% market share in 6 wheelers, whereas
CEAT is the market leader in 10 wheelers having market share 30%. Apollo, MRF,
CEAT is the main competitor of J.K. tyre. Durability is the main factor, which lead the
buying behavior of consumers. Price is the leading factor for J.K. Tyre. Separation is
the main problem in J.K. tyre.
The study shows that JKs strong contender is APOLLO whos quality was
appreciated by many. APOLLOs XT-7 & LOAD STAR SUPER are very much
preferred. In guaranteed tyres BIRLAs 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.
JK is the market leader followed by APOLLO.
VIKRANT TRACK KING of JK is most used/preferred tyre overall.
In economy segment JK has Strong hold but premium segment is dominated by
APOLLO.
JK Tyre is having edge breaking problem
CHAPTER 5
RECOMMENDATIONS
RECOMMENDATIONS
The above study brings us to the conclusion that JK tyres have been successful in
terms of its marketing strategy. Good quality, good distribution network, long life
products has added to its success. But it needs to look in some areas of production like
heavy commercial vehicles. Being a key player in the Tyre segment JK tyres has built
a good brand value, though there are a few places where it has to achieve a lot yet, the
growing numbers and growing exports indicates that JK tyres and its business are all
in sweet spots.
RECOMMENDATION
Improve customer orientation, product quality especially in HCV segment. The
company shall reform its distribution policy and should prevent discrimination
between small dealers and big dealers while providing the sales promotion schemes
and performance rewards and all the dealers should be treated a like irrespective of
their size. The company should communicate with the dissatisfied consumers who
have quit JK Tyres and try to offer them better products and services. Document
should be delivered in time to consumers and dealers. JK marketing people should
regularly interact with customers. At the end aggressive marketing is required.
ANNEXURE
ANNEXURES
QUESTIONNAIRE
1. Fitment Survey of Different Tyre Companies in Heavy Commercial Vehicle in
and Around Delhi (6 Wheelers)
COMPANIES
CEAT
MRF
JK TYRES
APOLLO
BIRLA
OTHERS
TOTAL
NO. OF TYRES
124
129
86
192
41
28
600
PER%
20.66%
21.50%
14.33%
32%
6.83%
4.66%
100.00%
NO. OF TYRES
285
160
175
295
15
70
1000
PER%
28.50%
16.00%
17.50%
30%
1.50%
7.00%
100.00%
COMPANIES
APOLLO
JK TYRES
MRF
CEAT
BIRLA
OTHERS
TOTAL
RIB
138
43
49
52
24
44
350
PER%
14.86%
14.00%
12.29%
39%
6.85%
12.57%
100.00%
COMPANIES
APOLLO
JK TYRES
MRF
CEAT
BIRLA
OTHERS
TOTAL
LUG
156
54
62
59
31
38
400
PER%
14.75%
15.50%
13.50%
39%
7.75%
9.50%
100.00%
RIB/LUG
RIB
RIB
LUG
LUG
LUG
LUG
NO. OF TYRES
34
6
34
19
48
24
165
Weight in Tonnes
6 Wheeler
10 Wheeler
0-12
0-15
12-15
15-25
Moderate
Heavy
15-18
25-30
Super Heavy
18-above
30-above
Weight in Tones
0-12
82
Moderate
12-15
Heavy
15-18
Super Heavy
18-above
Total
No. Of vehicles
100
Weight in Tones
0-15
15-25
25-30
30-above
NO. Of vehicles
39
58
1
2
100
9. FACTORS DETERMINING
PERCENTAGE
THE
BUYERS
BEHAVIOUR
FACTORS
NO. OF SAMPLES
PER %
PRICE
13
11.81%
DURABILITY
74
67.27%
DEALER
5.45%
BRAND
11
10%
OTHERS
5%
TOTAL
110
100.00%
PLACE OF PURCHASE
NO. OF RESPONDENTS
PERCENT
MANUFACTURERS
33
30%
DEALERS
69
62.72%
OTHERS
7.27%
TOTAL
110
100%
RESPONDENTS
PERCENT
SEPERATION
18
22.00%
BURST
8.53%
WEAK CROWN
11.00%
EXTRA FRICTION
6.09%
NO PROBLEM
43
52.43%
TOTAL
82
100.00%
IN
HAVE
SEPARATE
LOGISTICS
REFERENCES/BIBLIOGRAPHY
REFERENCES/BIBLIOGRAPHY
BOOKS:
Kotler Philips, Marketing Management: 11th Edition, 2010, Prentice Hall of India
Ltd., New Delhi.
Marketing management, Rajan Saxsena
Trade journals of ATMA.
ITD India Case study on Indian tyre Brand.
COMPETITIVE STRATEGY , by Michael E Porter.