SUMMER TRAINING PROJECT REPORT ON MARKET SHARE OF APOLLO TYERS

Submitted front the partial fulfillment of the Award Of

Bachelor of Business Administration Degree From Ch. Charan Singh University, Meerut (Session 2010-2013) Submitted to Mrs. Juhi Mam Faculty, Management Submitted by Udit Kumar Roll No. 9184514 BBA VIth Sem. Department of Management INSTITUTE OF INFORMATICS & MANAGEMENT SCIENCES, MEERUT Anuyogi Puram, Near Medical College, Garh Road, Meerut-250004 Tel: 2760396, Fax: (0121)2765023, e-mail: [email protected]

Page 1

INSTITUTE OF INFORMATICS & MANAGEMENT SCIENCES, MEERUT

Affiliated to UP Technical University Lucknow & CCS University Meerut Approved by AICTE New Delhi & NCTE New Delhi

TO WHOM IT MAY CONCERN

This is to certify that Mr.UDIT KUMAR has done his Summer Training Project on theTopic MARKET SHARE OF APOLLO TYERS Under my guidance and supervision. To the best of my knowledge the project report presented is satisfactory.

(Project Guide) Head , Deptt, of Management(BBA)

Anuyogi Puram, Near Medical College, Garh Road, Meerut-250004 Tel: 2760396 Fax: (0121)2765023, e-mail: [email protected]

Page 2

DECLARATION

I UDIT KUMAR, ROLL NO 9184514 ,student of BBA VIth semester of IIMS, Department of Management Studies, MEERUT here by declare that the research work presented in this project report entitled MARKET

SHARE OF APOLLO TYERS, for the fulfillment

of the award of Bachelor of Business Administration Degree from CH. CHARAN SINGH UNIVERSITY,MEERUT is based on my work during summer training in the APOLLO TYERS. The project embodies the result of original work & studies carried out by me & the contents of the project do not from the basis for the award of any other degree to me or to anybody eles.

Date:UDIT KUMAR ROLL NO.9184514 BBA VIth Sem.

Page 3

Acknowledgement

I am highly thankful to the management & staff of APOLLO TYERS I am especially thankful to Mr/ Ms. (Name of the employee of the organization & designation) for helping me in my Practical Studies. In Addition to allowing me to visit the company and study the organization, the provided me with many details which were very useful in preparing this report. I take this opportunity to thank our Director,Mr. YOGASH TYAGI, Professor incharge Mrs. JUHI MAM for their encouragement and the office staff for providing us all the facilities for making the visit more learning oriented.

PREFACE
Page 4

In spite of the theoretical knowledge gained through classroom study, a person is incomplete if not subjected to practical exposure of real corporate world .He may have to face hurdles, which will be difficult to overcome without any first-hand experience of business.

In this context, research program has been designed to make the person aware of happenings of the real business world. The project entitled Market share of Apollo tyres in passenger car radial in Varanasi area with special reference to Apollo, has been done at Varanasi as a completion part of B.B.A program.

In our summer training, we worked upon the analysis of Apollo tyres fitment in Varanasi by the fitment survey, customer attitude, and dealer preference through the personal contact, interview and questionnaire . During my summer training, I got an opportunity to apply my theoretical knowledge and meaningful concept to actual business condition and to familiarize with the marketing activities of the products . All the works done on this project report is confined to my broad objective.

TABLE OF CONTENTS

Page 5

PART-I

1.

CHAPTERS
Introduction.9 Company Profile.14 Marketing Strategy17 Scope...23 Product Profile24 Global Presence..29 Basic Function of Tyres..58

Golden Rules for Tyres Selection...59

Page 6

PART-II

1.

Objective..60

2.

Research Methodology61

3.

Data Analysis..68

4.

SWOT Analysis..86

5.

Recommendations...87

6.

Conclusion..89

7.

Limitations..91

8.

Bibliography..93 Questionnaires95

9.

Page 7

S.No. 1

Content Of Figure Subject Figure 1:- Marketing Mix Figure 2:-Product Profile

Page No. 20 24-46

2 Figure 3:- Competitoors of the Organization 3 Figure 4:- Organizational Structure of Apollo Tyers LTD. 4 Figure 5:- National Sales Organization Chart 5 Figure 6:Organizational Structure of Apollo Tyers 6 Figure 7:- Graphical Representation of Market Share in Passenger Car Radial. 7 Figure 8:- Analysis of Rear Tyers 8 Figure 9:- Over All Analysis(Front+Rear) 9 Figure 10:- Analysis of Customer Meeting & Campaign 10 Figure 11:-%age of Satisfied & Dissatisfied User of Apollo Tyers 11

47 50 51

54 71-72 74-75 78-79 80-82 83

Page 8

INTRODUCTION

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,

Page 9

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. 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. Today most of the industries use information technology to best services to their customers.

Page 10

HISTORY OF APOLLO TYRE COMPANY

People deliver innovation Innovations deliver success A few of the difference our people made

1975

Inception

1976

Registered as a company

1977

First Plant commissioned in Perambra(Cochin, Kerala)

1991

Second Plant commissioned in Limda (Baroda, Gujarat)

1995

Acquired Premier Tyres in Kalamassery (Cochin, Kerala)

Page 11

1996

Exclusive Tubes Plant Commissioned in Ranjangaon (Pune, Maharastra)

2000

Exclusive Radial Capacity established in Limda

2000

Established APOLLO TYRES Health Care Clinic for HIV. Aids awareness

2003

Expansion of passenger car radial capacity to 6600 tyres per day

2004

Production of Indias first H-Speed rated tubless passengers car radial tyres

2004

Support in setting up Indias first emergency medical service in Baroda

2005

APOLLO TYRES health care clinic in Udaipur in Rajasthan and Kanpur in Uttra Pradesh

2006

Expansion of passenger car radial capacity to 10000 tyres per day

2006

Expansion of passenger car range to include 4x4 and all terrain tyre

Page 12

2006 2006

Acquired Dunlop tyres international in South Africa and Zimbabwe Opening of Apollo tyres health care clinic in Ukkadam, Tamilnadu

2006

Launch of Dura Tread, trading material and solutions

2006

Launch of Indias first range of ultra high performance V and W-speed rated passenger

car radial

2007

Launch of Regal Truck and Bus radial tyres

2007

Launch of Dura tyres, retreaded tyres from Apollo

2007

Launch of the Apollo Tennis Initiatinve and Mission 2018

Page 13

Apollo Tyres Ltd is a high-performance company and the leading India tyre manufacturer. Head quartered in Gurgaon, a corporate-hub in the National Capital Region of India, Apollo is a young, ambitious and dynamic organisation, which takes pride in its unique identity. Registered as a company in 1976, Apollo is built around the core principles of creating stakeholder value through reliability in its

Page 14

products and dependability in its relationships. Apollos present strength and market dynamism steps from its early years of strife in establishing itself as a tyre manufacturer within the closed Indian economy. Over two decades, Apollo worked on a portfolio of products, tuned to customer needs and an array of innovative marketing initiatives to establish itself as a leader in its home market. Some of these include segmenting customers by their load and mileage requirements, running tyre loyalty programmes, establishing customer contact programmes which resulted in better health and driving habits, introducing Indias first farm radials and Indias first range of high-speed tubeless passenger car tyres. For the first time, in 2006 Apollo ventured outside India in its quest to test itself outside its home comforts. Apollo acquired Dunlop Tyres International Pty Ltd in South Africa (since renamed as Apollo Tyres South Africa Pty Ltd) and Zimbabwe, taking on southern Africa as the second domestic market. The company holds brand rights for the Dunlop brand across 30 African countries.

In 2009, Apollo acquired Vredestein Banden B V in the Netherlands, and thereby adding Europe as its third crucial market. The company currently produces the entire range of automotive tyres for ultra and high speed passenger cars, truck and bus, farm, Off-The-Road, industrial and specialty applications like mining, retreaded tyres and retreading material. These are produced across Apollos eight manufacturing locations in India, Netherlands and Southern Africa. A ninth facility is currently under construction in southern India, and is expected to commence production towards the end of 2009. The major brands produced across these locations are: Apollo, Dunlop, Kaizen, Maloya, Regal and Vredestein. In the three domestic markets of India, Southern Africa and Europe, Apollo operates through a network of branded, exclusive or multi-product outlets. In South Africa the branded outlets are called Dunlop Zones, while in India they are variously named Apollo Tyre World (for commercial vehicles) and Apollo Radial World (for passenger cars). Exports out of these three key manufacturing locations reach over 70 destinations across the world, with key comprising Europe, Africa, the Middle East and South-East Asia. For Apollo Tyres, offering the right product to the right customer is essential.

Page 15

Special efforts are made to understand customer needs and segment the market accordingly. After which, products are developed for niche applications within a larger category to enable the company to provide efficient, fuel and cost-saving products to each customer segment. Innovation has always been an integral part of the Apollo way of doing business, this applies as much to product development and marketing as to how the company as a whole is focused on challenging existing boundaries. An integral part of the Apollo Tyres world is its community involvement and giving programmes directly related to its business. In India, the focus has always been on finding ways to ensure a direct benefits to customer groups. For the commercial vehicle community the company runs extensive HIV-AIDS awareness and prevention programmes and has established Health Care Clinics across the country to cater to the communitys health needs. For passenger car customers the focus is on cultivating Safe Driving habits. Across its manufacturing locations, the key initiatives revolve around health and education programmes. Apollo is one of the largest corporate investors in developing sporting talent through its Mission 2018, which is focused on nurturing and training youngsters in the sport of tennis to enable an Indian to win a Singles Grand Slan Championship by the year 2018.

Page 16

MARKETING STRATEGY

Strategic thinking is key to the evolution of successful marketing strategies of APOLLO tyre. This involves the following analyses: (a) Understanding markets: Strategic perspective of the market requires skilful analysis of the trend and how they affect the market size and demand for the firms product. (b) Finding market niches: Price, service, convenience and technology are some of the in Indian market. (c) Product and service planning: Analysis of the customers promotion of the brand, both of firm and competitors, besides an analysis of the situation in which the customer uses (i) the product. the niches

Distribution: Structural changes in inventory management, mobile distribution are market.

some of the key factors that are going to affect the distribution process in the Indian (ii)

Managing for result: With pressure on costs, prices, and margins, marketers will

have to make effective utilization of every rupee spent in marketing.

Page 17

Market opportunity of Apollo tyres:-

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 firms strengths and weakness
Market opportunity

(a) (b) (c) (d) (e)

Size of the market How well the market is served Prospective inches Marketing mix required to succeed Core competencies required

i.

Page 18

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:-

1.
2. 3. 4.

Product
Price Promotion Place

Page 19

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.

Page 20

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

Page 21

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 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.

Page 22

SCOPE

The scope of the study has been limited to a few tyres manufacturing majors. It does not extend to all the segments available in the market. Only Varanasi district has been covered in this study. Any development in the tyre market after July 2009 is beyond the scope of this study.

Page 23

Product Profile

The Apollo Tyres ltd. Is leading company for all tyres-manufacturing company in India and The Apollo Tyres Company manufacturing the tyres for the entire segment (TRUCK, LCV, PCR, FARMS, OTR).

Page 24

Page 25

H/V speed rated

Excellent handling at high speeds

Optimum wet and dry performance

Low external and in-cabin noise levels for a comfortable ride

V/W speed rated with superb wet and dry performance and exceptional driving pleasure

Innovative asymmetric tread pattern for maximum performance

Special silica tread compound for better fuel economy and wet performance

Rim protector

Page 26

W/Y speed rated with a quick steering response for a sporty performance

Unidirectional V-shaped tread design resists aquaplaning

Excellent handling at high speeds

Special silica tread compound for better fuel economy and wet performance

S/T speed rated

Reinforced tyre construction for long life

Visual alignment indicator for detecting any misalignment wear in the tyre

Especially designed for low noise

Page 27

MC 20

SH 41

SC32-SUV

Page 28

SE 66

SH 19

SG 47

GLOBAL PRESENCE
Global partnerships, global reputations Apollo opened
its first tyres plant in Perambra, 1977. Since then, we have grown to

become one of the world's biggest and most respected tyre brands. our operations are now worldwide. For location details, please visit our global locations section.

Working for you Many of the worlds leading vehicle manufacturers - including Audi, BMW, Indica, Sumo, Toyota, Qualis - trust Apollo and fit our tyres as standard. Our tyre designers work closely with manufacturers. We also involve our India, South Africa and Zimbabwe sister

Page 29

companies to provide the latest research and development, testing and manufacturing facilities.

For more information on original equipment fitment manufacturers. Wherever you are of distribution centres, we also supply many retailers, including our retail chain, Hi-Q Tyres. Use this section to find all the facts and information on Apollo's heritage, policies, global presence and commitment to the future.

Page 30

Page 31

(c) Product Profile

Delivers premium mileage with enhanced comfort Excellent traction in both wet and dry conditions Strong steel belts stabilise tread for high mileage

Technical Details

Ideal for moderate load applications Excellent traction for both on/off-road applications Strong steel belt with flexible sidewall for longer tyre life

Technical Details

Reinforced radial construction for long life Light truck construction for moderate loads Good traction on highway terrain

Technical Details

Page 32

More tread rubber mass delivers high mileage Dual-bead construction for heavy load applications Very strong casing allows higher load-carrying and multiple retreads

Technical Details

special casing design with dual beads for heavy-load applications Optimised shoulder mass ensures cooler running and improved performance

Technical Details

Reinforced bead for better load-carrying capacity Cap and base construction for higher mileage Cooler-running tyre for improved life and multiple retreads

Technical Details

Page 33

High mileage in normal load applications Cooler-running tyre ensures long life and more retreads

Technical Details

Extra deep tread with cooler running for high mileage Superior cut-resistant tread compound ensures smooth wear and high casing value

Technical Details

Superior cut-resistant tread compound ensures longer life and maximum casing value Stronger casing for high loads and multiple retreads

Technical Details

Designed for highway applications with excellent traction in wet and dry conditions Provides good cornering and braking Design material provides longer life and wear-resistance

Technical Details

Page 34

Excellent road grip and traction Designed for strength Reinforced casing and material ensures longer life and multiple retreadability

Technical Details

Unique design provides extra power and resistance to cuts and cracks Reinforced casing for high retredability and high mileage Provides excellent road grip and traction

Technical Details

Performs well on both-carrying capacity Higher load-carrying capacity Excellent casing for multiple retreads

Technical Details

Page 35

Strong casing with stronger beads allows higher load-carrying capacity Cooler running ensures minimal failures Strong carcass for multiple retreads

Technical Details

LUG
Over Load Technology

Page 36

Loadstar Super Key Features : Load capability Cut Resistance Low failures Casing Value Cargo : Sand/Stone chips Ores/coal Wood Range... Marble/Granite Steel & iron

Loadstar Super Gold Key Features :

Load capability Cut Resistance Low failures Casing Value

Cargo :

Sand/Stone chips Ores/coal Wood

Marble/Granite Steel & iron

Page 37

Load & Mileage Technology

XT-7
Key Features :

Durable/Mileage Load carrying capacity. Less down time Cut resistance Casing value
Cargo :

Cement Agri products Auto spares Textiles

Frozen food Aluminium/ Copper Potatoes

Range...

Page 38

XT-7 Haulug
Key Features :

Durable/Mileage Load carrying capacity. Less down time Cut resistance Casing value
Cargo :

Cement Agri products Auto spares Textiles

Frozen food Aluminium/ Copper Potatoes

XT-7 Gold
Key Features :

Durable/Mileage Load carrying capacity. Less down time Cut resistance Casing value
Cargo :

Page 39

Cement Agri products Auto spares Textiles

Frozen food Aluminium/ Copper Potatoes

Premium Mileage Technology

XT-9
Key Features :

High Mileage Very Low failures Casing Value Retreadibility Price

Cargo :

Veg & fruits White goods Sundry Cargo Chemicals/Fertilizers

FMCG Goods Paper goods Sea Food

Page 40

XT-9 Gold
Key Features :

High Mileage Very Low failures Casing Value Retreadibility Price

Cargo :

Veg & fruits White goods Sundry Cargo Chemicals/Fertilizers

FMCG Goods Paper goods Sea Food

Regular Mileage Technology

Champion
Key Features :

Optimum Mileage Retreadability Price

Cargo :

Page 41

Vehicle carrier Petroleum products Live stock

Parcel Services LPG Cylinders

Range...

Champion DXL
Key Features :
Optimum Mileage

Economic in Price

Better Casing Value

Cargo :
Bus Passengers

Live & Stocks/Chicken feeds/Chicken

Page 42

Champion Gold
Key Features :
Optimum Mileage

Retreadability

Price
Cargo :

Vehicle carrier

Parcel Services

Petroleum products

LPG Cylinders

Live stock

RIB
Load & Mileage Technology

Page 43

Amar

Low failures Durable/Mileage Cut resistance Casing value

Cargo
Veg & fruits White goods Sundry Cargo Chemicals/Fertilizers FMCG Goods Paper goods Sea Food

Amar Deluxe

Low failures Durable/Mileage Cut resistance Casing value

Cargo
Veg & fruits White goods Sundry Cargo Chemicals/Fertilizers FMCG Goods Paper goods Sea Food

Page 44

Premium Mileage Technology

Amar Gold

Low failures Durable/Mileage Cut resistance Casing value

Cargo
Veg & fruits White goods Sundry Cargo Chemicals/Fertilizers FMCG Goods Paper goods Sea Food

Regular Mileage Technology

Page 45

Amar AT Rib

Low failures Durable/Mileage Cut resistance Casing value

Cargo
Veg & fruits White goods Sundry Cargo Chemicals/Fertilizers FMCG Goods Paper goods Sea Food

(d) Competitors of the Organization

List of competitors

Page 46

CEAT MRF

BRIDGESTONE DUNLOP

J.K.Tyre OTHERS

GOODYEAR

BIRLA

Page 47

Chapter 2

ORGANIZATIONAL STRUCTURE OF APOLLO Tyres Ltd.

Page 48

Page 49

Chief Executive Officer

Chief Operating Officer

Chief Indian Operations

NATIONAL SALES ORGANIZATION CHART

Chief Research & Technology Head Purchase Chief Group Advisory Services Chief Projects Chief Strategy & Business Operations Chief Marketing Chief HR Unit Head Limda Plant Unit Head Kerala Factories Unit Head Pune Plant Div. Head Quality Chief Corporate Affairs Head IT

Page 50

Chief Financial Officer

Head Internal Audit

Manager Corporate Relations

NSH

NCH

NTH

DIV.M DCM ZM RTSM

ZCM RM

STSMRM/SM

SM RCI DM TE/PSEDM

IT

SCI

DCI

JCO

Page 51

Locations in India

Page 52

Limda, Baroda, Gujarat

In operation since 1991 Products manufactured Passenger car radial Truck and bus radial & cross-ply Light truck radial & cross-ply Farm radial & cross-ply

Perambra, Cochin, Kerala

In operation since 1977 Products manufactured Truck and bus cross-ply Light truck cross-ply Farm radial & cross-ply

Organizational structure of Apollo Tyre

Page 53

GOALS OF APOLLO AND THE ENVIRONMENT

At Apollo, we are committed to protecting and respecting the environment. Leading vehicle manufacturers use our tyres as original equipment because they trust and respect our quality, development techniques and innovation. However, this alone is not enough. We must also meet the demands of the environment by adopting sustainable practices and using our resources more efficiently. We practice the latest manufacturing and management techniques and work only to the highest standards as outlined in international standards.

Page 54

In practice
Here are some of our activities:

Introduction of an Environmental Management System (EMS) as part of our integrated quality, environment, health and safety management system .

Promotion of EMS to our customers, suppliers and contractors . Environmental performance targets to meet our legal, operational and business requirements.

Regular audits and reviews on our environmental performance

Environmental awareness training for all directors and senior management .

Appointment of environmental co-ordinators to ensure our EMS is implemented and maintained in line with ISO 14001

Continual re-alignment of our environmental policy and business objectives

Page 55

TYRES SAFETY
(TYRES MAINTENANCE - YOUR MOST IMPORTANT SAFETY ITEM) Your tyres are the only contact between you and the road and, like your vehicle, they too require regular maintenance. HERE ARE A FEW TIPS Check your tyre pressures regularly, once a fortnight is recommended and ideally when your tyres are cold. Inspect tread and sidewalls for cuts and abrasions, bulges, unusual wear and road damage. If the tyres receives a severe impact, ask your tyres retailer to check for internal damage. Do not repair cuts in sidewalls of radial play tyres. Avoid using 'sealants' or other liquid preparations to prevent deflation. These may cause the valve to stick open slightly, causing pressure loss and indirectly causing corrosion of steel belts.

Driving on under inflated tyres is almost certain to cause serious damage, always inflate tyres to the suggested pressure. Take action immediately to rectify any unusual sounds or vibrations. Tyre balance and vehicle wheel alignment should be checked regularly, (ie every 10,000km), especially if your tyres are subjected to rough roads or aggressive driving.

Tyre wear on front wheel drive vehicles is a little higher and therefore, attention to tyre pressures as well as rotation should be made on a regular basis. Tyre Pressure Maintaining the correct pressure is the easiest, yet most important thing you can do to get the best performance, economy and safety from your tyres. Information relating to the correct pressure should be available from your vehicle's tyre placard however, considering these points may help:

Page 56

HERE ARE A FEW TIPS Different driving conditions require different pressures. For example, a higher pressure is usually recommended for high speed driving or when carrying or towing a heavier than normal load. Seek advice on what is the best for you and your car. Tyres pressure should be checked when tyres are cold, as pressures will increase when tyres warm up. Under inflation of tyres can cause them to experience uneven or rapid tread wear, as well as lead to an increase in fuel consumption. In addition, under inflation reduces your vehicles braking and handling capabilities, and can ultimately lead to serious tyre failure. Where possible, carry your own tyre pressure gauge. Sealing valve caps must ALWAYS be used, the best being the metal type. If you require any assistance with the pressure of your tyres, see your local tyre retailer. TYRE ROTATION Regular rotation of tyres is a proven method for promoting even wear and therefore extending tread life. If uneven wear has occurred, this may be due to worn suspension components, vehicle misalignment or incorrect tyre balance. These concerns cannot be corrected by simply rotating the tyres. Your local tyre retailer should correct these problems. Front to back same side rotation is acceptable when tyres are wearing unevenly. If the spare is included in the rotation it should be exchanged with the tyre allocated to the right hand rear position.

Page 57

Basic Function of Tyres

1. To roll

2.

To carry a load

3.

To steer the vehicle

4.

To transmit braking force and power output

5.

To absorb(noise and mechanical vibration)

6.

To last

7.

To handle speed

8.

Low noise

9.

Low rolling resistance

Page 58

10.

To look goods

THE GOLDEN RULES FOR TYRE SELECTION

1.

This rule applies to all categories of tyres, with the exception of passenger.

2.

Fit the largest Tyre size possible, as recommended by the vehicle.

3.

Use the lowest ply rating-this does not apply in the case of steel cord Radial Truck tyres.

4.

Recommend the correct Tyre Pressure for the Tyre size Ply rating, Load and operating

condition.

5.

This pressure should ideally be as low as possible, without under inflating the tyres.

Page 59

OBJECTIVE

To understand the consumer behavior and perception about Apollo Tyres

To assess the relative competitive position of Apollo tyres in the minds of the consumer and dealers.

To determine the market share of Apollo tyres in Varanasi.

To determine the mind share and heart share.

To compare the performance of major market player with respect to their 4 Ps.

Page 60

To determine the positioning strategy.

Research Methodology
Every project work requires research, successful completion of any project and getting the genuine results from that depends upon the research method used by the researcher. The whole research process used by us is as follows:-

1.

Problem Formulation

2.

Research design

Sample design

Page 61

4.

Source of data (a) Primary source of data

(b)

Secondary source of data

(c)

Collection of data

(d)

Analysis of data

(e)

Interpretation of data

(f)

Project report and writing

Research
Research can be defined as a careful investigation or inquiry especially through search for new facts in any branch of knowledge. Redman and Mory defines research as a systematized effort to gain new knowledge.

Marketing research

Page 62

Marketing research is the systematic gathering, recording and analysis of data about marketing problems to facilitate decision-making. Marketing research is the systematic design, collection, analysis and reporting of data and finding relevant to a specific marketing situation facing the company.

Type of Market Research

Marketing research is now placed under the control of some staff executive to provide adequate information to the line of management. In these days of specialization, various types of marketing research are adopted. There are five major types of marketing research with several sub types. 1. 2. 3. 4. 5. Marketing performance research Product research Promotion research Distribution research Pricing research

Methods of data collection

The key for useful systems is the selection of the method for collecting data and linking it to analysis and decision issue of the action to be taken.

Page 63

The accuracy of the collected data is of great importance for drawing correct and valid conclusions from the detailed investigations. There are two types of data primary and secondary. 1. Primary data: - The primary data are those which are collected a fresh and for the first time

and thus happen to be original in character. There are several methods of collecting primary data, particularly in survey and descriptive researches.

Some important methods of collecting primary data are:

a. Observation Method

b. Interview Method

c. Questionnaire

d. Schedules
2. Secondary data: - Secondary data are used means that are already available i.e. they refer to

the data which have already been collected and analyzed by someone else and which have already been passed through the statistical process. Secondary data may either be published data or unpublished data.

COLLECTION OF DATA THROUGH OBSERVATION

Page 64

We also use this method for the purpose of data collection. In this method we have taken the sample of 100 vehicle models like INDICA, SENTRO, WAGONR, TATA SUMO, TOYOTA, ZEN,SCORPIO, BMW, OCTAVIA, JAZZ, and QUALIS etc (four Wheelers).

Through my personal observation I have observed the tyres used in the above models and presented them graphically.

This observation was done in the various areas of Varanasi like Nadeshar, Cant.Station, Taj Hotal, Patal Nagar, Chauka Ghat, Andhra Pull, Raja Talab, Lahartara, Rohaniya, Vishal Travel, and PCF Plaza, etc.

Page 65

PROJECT
CONSUMER BEHAVIOR & MARKET SHARE OF APOLLO TYRES

Objective: - Analysis of Fitment of APOLLO TYRES by the personal contact, Interview, questionnaire & fitment survey.

Place: - VARANASI

Sample Size: -

(a) 100 Customer data collection (b) 3 campaign (c) Fitment survey of 100 vehicles

Methodology: - The data collected by two methods.

I.

Primary data collection.

Page 66

II.

Secondary data collection.

In primary data collection, we have data collect from the personal contact, interview, schedules and questionnaire. In secondary data, The data are also available and we have observed through net and company. UTILITY: - From the collection of data we analyses the consumer behavior & market share of various brand of Apollo Tyres & take valuable information of tyre industry. Results: - The result is divided into the following categories:-

A:-FITMENT SURVEY

o Analysis of Front Tyres.

o Analysis of Rear Tyres

o Over all Analysis (Front + Rear)

Page 67

ANALYSIS

Page 68

Analysis

ANALYSIS OF FRONT TYRES

COMPANY

NO. OF TYRES

% SHARE

BRIDGE STONE JK CEAT APOLLO MRF OTHERS

34 38 16 48 56 2

17 % 19 % 8% 24 % 28 % 1%

(Four Wheelers) (200 Tyres)

Page 69

GRAPHICAL REPRESENTATION OF MARKET

SHARE IN PASSENGER CAR RADIAL (Four Wheeler Front Tyres) VARANASI.

Page 70

60 50 40 30 20 10 0
BRIDGE STONE JK CEAT APOLLO MRF GOOD OTHERS YEAR

NO. OF TYRES % SHARE

Page 71

PERCENTAGE OF TYRES

3% 1% 17% 28% 19% 24% 8%

BRIDGE STONE JK CEAT APOLLO MRF GOOD YEAR OTHERS

Page 72

ANALYSIS OF REAR TYRES

PASSENGER CAR (Four Wheelers) (200 Tyres)

COMPANY

NO. OF TYRES

% SHARE

BRIDGE STONE JK

43 40

21.5 % 20 %

CEAT

12

6%

APOLLO

55

27.5%

MRF GOOD YEAR

38 8

19 % 4%

OTHERS

2%

Page 73

GRAPHICAL REPRESENTATION OF MARKET

SHARE IN PASSENGER CAR RADIAL (Four Wheeler Rear Tyres) VARANASI

60 50 40 30 20 10 0
BRIDGE STONE JK CEAT APOLLO MRF GOOD OTHERS YEAR

NO. OF TYRES % SHARE

Page 74

PERCENTAGE OF TYRES
2% 4% 19% 21% BRIDGE STONE JK CEAT 20% 28% 6% APOLLO MRF GOOD YEAR OTHERS

Page 75

OVER ALL ANALYSIS (FRONT+REAR)

Passenger Car Radial (Four Wheeler) (400 TYRES)

COMPANY

NO. OF TYRES

% SHARE

BRIDGE STONE JK CEAT APOLLO MRF GOOD YEAR

77 78 28 103 94 14

19.25 % 19.5% 7% 25.75 % 23.5 % 3.5 %

Page 76

OTHERS

1.5 %

Page 77

GRAPHICAL REPRESENTATION OF MARKET

SHARE IN (Four Wheeler Rear Tyres) VARANASI

120 100 80 60 40 20 0
BRIDGE STONE JK CEAT APOLLO MRF GOOD OTHERS YEAR

NO. OF TYRES % SHARE

Page 78

PERCENTAGE OF TYRES
4% 23% 19% 26% 7% 2% 19% BRIDGE STONE JK CEAT APOLLO MRF GOOD YEAR OTHERS

Page 79

B: - CUSTOMER MEETING
Meeting with Four wheeler owners:A-Nadeshar B-Patel Nagar C-Taj Hotal D-Vishal Travels E-Chauka Ghat F-Cant-Station G-Andhra pull H-Raja Talab

C:-CAMPAIGN
Nadeshar

Page 80

Taj Hotal Chauka Ghat

Page 81

ANALYSIS OF CUSTOMER MEETING AND CAMPAIGN

When we asked about the general rating that customers might give to Apollo Tyres has whole the feed back that they gave was as follows approx 23% customer said that Apollo Tyres is excellent and 56% customer said that Apollo Tyres is very good, 21% customer said that Apollo Tyres is average and know body is said that Apollo Tyres is below average. The graph below shows the following information.

60% 50% 40% 30% 20% 10% 0% Excellent Very Good Average Poor

Page 82

When asked about where do most of the customers go for purchasing Apollo Tyres the feed back that were received from customers are as follows around 75% customer said that they purchase Apollo Tyres from the exclusive dealer of Apollo Tyres, 20% customer said that they purchase from MBDs (Multi brand dealer ) so that they could make a comparison of cost between Apollo and other brands available and rest 5% customer said that they purchase Apollo Tyres from other tyres traders the graph below gives better information.

80% 70% 60% 50% 40% 30% 20% 10% 0% Exclusive Dealers Multi Brand Dealers Other Tyre Dealers

When asked about how easily customer get Apollo Tyres the response was follows approx 82% customer said that they get Apollo Tyres very easily whenever they require them from the nearest dealer and 18% customers said that there is always a scarcity of the most popular brands of Apollo Tyres Ltd. Such as Aspire, Acelere Sportz, Acelere, Hawkz and Amazer XL .

The Graph below shows the exact position.

Page 83

90% 80% 70% 60%

50%
40% 30% 20% 10% 0% Readily Available Not Readily Available

Ser ies 1

Page 84

% AGE OF SATISFIED AND DISSATISFIED USER OF APOLLO TYRES

DISSATISFIE D

SATISFIED

The 83% customers are fully satisfied with the Apollo Tyres and just 17% customers are not satisfied with the Apollo Tyres . We met the different customers. Customer said that the quality of Apollo Tyre is very good. Tyre is very costly but the performance of Apollo Tyre is better than other tyres. They said that the claim policy of Apollo Tyre is very good. Several customers are very friendly and the Co-operate in our work but few customers behaved very rudely. Customers are happy with

Page 85

the campaign and they said that they gain a lot of knowledge from the campaign and they said that campaign should be organized continuously in different area.

Page 86

SWOT ANALYSIS
STRENGTHS Heavy range of products. Brand awareness Best promotion by display Advertisement

WEAKNESSES OPPORTUNITIES THREATS More satisfaction from local wholesale market, they can deduct the number of outlets. Dissatisfaction due to improper handling Without proper inspection, salesman may be careless. addition of outlet Improve the market of APOLLO TYRES by giving some more advantages SVS depended on APOLLO Shortage No proper replacement of damage Low margin for shopkeeper No proper inspection of salesman

Page 87

Page 88

RECOMMENDATION

Page 89

RECOMMENDATION

In our market analysis I found many block hole in marketing strategy and Apollo product Existing product want some improvement according change of technology , competition and spread of market.

In our experience which I get within 45 days . I would like to suggest following points.

1. Made heavy duty tyre according demand of customer.

2. Expand its advertisement , emphasis on personal advertisement.

3. Open more outlet in order to insure availability of product (tyre) in VARANASI market.

4. Make claim policy easy and give claim on demand.

5. To give more discount and gift in order to competite its competitor

6.

Provide facilities to payment in installment.

7.

To provide cheaper tyers with advanced quality .

8. To make better study of its competitors strategy for monopoly in market.

Page 90

CONCLUSION

Page 91

CONCLUSION

1. The market share of Apollo Tyres In Varanasi more then 25.75 % in Four wheeler Segment(Passenger Car Radial). 2. Approximately 87% customers are satisfied with the Apollo Tyres . 3. Rate of Apollo Tyres are not high against with the other Company tyres. 4. After sale service (Claim) of Apollo Tyres is very good. 5. Approx 82% customer said that they Apollo Tyres very easily whenever they require them from the nearest dealer. 6. Around 75% customer said that they purchase Apollo Tyres from the Exclusive dealer of Apollo Tyres Ltd.

Page 92

LIMITATIONS

Page 93

LIMITATIONS

1. Survey represent only Apollo market position:- Because this survey is conducted in Varanasi . So we can not imagine through it nation level market position of Apollo tyre.

2. Non respondent:- In this survey many respondent are included which give no idea according our survey objective .

3. Sample size is limited:- In this survey I take only 400 unit as sample size. The conclusion is find out through this sample size. So it not represent all market.

4. Time is limited:- This survey is done within 6 to 7 week, so it may be possible that some aspect may be left.

5. Falls information:- In this survey we can not say that every information correct because many respondent gives falls information it may more positive or negative.

6. Financial problem:- Money play very important role in any work in this survey there is also effect of finance because I have limited finance.

Page 94

Page 95

BIBLIOGRAPHY

Page 96

BIBLIOGRAPHY

MARKETING MANAGEMENT:By Philip Kotler

RESEARCH METHODOLOGY:-

By C.R. Kothari

WEBSITES:www.apollotyres.com

www.google.com

www.weekypedia.com

Page 97

Page 98

QUESTIONNAIRE

Page 99

QUESTIONNAIRE
Name- KM done by vehicle-.

Address-

Condition of Tyres-...

...

Mobile no.-.

1:- Have you heard of Apollo Tyres in PCR ?

(a) Yes

(b) No

2:- Are you satisfied with the radial car of Apollo Tyres ?

Page 100

(a) Yes

(b) No

(c) Dont know.

3:- Which brand of Apollo tyres do you use ?

(a) Amazor XL (b) Acelers (c) Hawkz (d) Aspire (e) None of the above.

4:- Which tyre do you prefer in your used TL or TT.

5:- Which company TL tyre do you used ?

(a) MFR (b) Apollo (c) Michelin (d) CEAT (e) JK (f) other.

6:- Which company TT tyre do you use ?

(a) Apollo (b) MRF (c) Michelin (d) Bridge stone (e) JK (f) CEAT

7:- which company tyre do give maximum mileage ?

Page 101

(a) Apollo (b) MRF (c ) Michelin (d) Bridge stone (e) CEAT (f) JK

8:- Which company produce better after sales service?

(a) Apollo

(b) MRF

(c) Michelin (d) Bridge stone (e) CEAT (f) JK

9:-

What type of warranty should company give ?

(a) Conditional

(b) Unconditional

10:-

Which company give fastest claim ?

(a)Apollo (b) MRF (c) Michelin (d)Bridge stone (f) None of the above

11:- What is time period you change the tyres?

Page 102

(a) > 1 year (b) > 2 year (c ) > 3year (d) >4 year (e) none of the above

12:-

Which company tyre is maximum accepted by the customer?

(a) Apollo (b) MRF (c ) Michelin (d) Bridge stone (e) JK

13:-

What is the life expectancy of Apollo tyre?

(a) > 1 year (b) > 2 year (c ) > 3year (d) >4 year (e) none of the above

14:-

Which brand of Apollo in PCR gives maximum services?

(a) Hawxz

(b) Acelere

(c) Amazor xl

(d) Aspire (e) dont know

15:- Which brand of other company do you like most on the grand of design and service?

(a) MRF

(b) JK

(c ) CEAT (d) Bridge stone (e) Yokohoms (f) Michelien

Page 103

16:-

How to promote the Apollo tyre in the market?

(a) Print media

(b)Electronic media (c )Service CAMP

(d) Consumer meet (e) Other

17:-

If you are not satisfied please give some suggestions ?

Signature-

Date-

Page 104