MINI PROJECT REPORT

ON
A COMPARATIVE STUDY OF ADVERTISING
STRATEGIES ADOPTED BY APOLLO AND MRF TYRES

Dr. A.P.J Abdul Kalam Technical University, Lucknow

Towards the partial fulfillment of
Master of Business Administration (MBA)
(BBDITM, Lucknow)

SUBMITTED TO SUBMITTED BY
DR. PREETI MISHRA RAJSHREE JAISWAL
(2nd SEMESTER)
(ASSOCIATE PROFESSOR)
Roll No. 2100540700069
DEPARTMENT OF MANAGEMENT, BBDITM

Session 2022-2023

Babu Banarasi Das

Institute of Technology & Management
Sector I, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India
 DECLARATION

I hereby declare that the field work entitled of “A COMPARATIVE STUDY OF

ADVERTISING STRATEGIES ADOPTED BY APOLLO AND MRF TYRES” submitted

to the BBDITM, LUCKNOW is a record of an original work done by me under the guidance of

DR. MEETU PANDEY (College Guide) and this field study report is submitted in the partial

fulfillment of Bachelor in Business Administration.

RAJSHREE JAISWAL
ROLL NO.2100540700069

ii
 ACKNOWLEDGEMENT

No project report ever reflects the efforts of a single individual. The report owes its existence to
the constant support and guidance of a number of people. I am thankful to all of them.

I would like to thank my HOD Dr. Meetu Pandey for giving their valuable time and
providinguseful insight into finer aspects of Advertising.

I am grateful to my coordinator Dr. Preeti Mishra who have guided me to the completion of
the field study report.
I am also grateful to all those who have either directly or indirectly contributed towards the
completion of the project, for their support and encouragement.

RAJSHREE JAISWAL

iii
 ABSTRACT

In today’s world of intense competition and rapid dynamism, all the companies worldwide are
tuning their focuses on the customer. Suddenly, the customer had succeeded in capturing all the
attention of the companies towards him, so much so, that the once famous maxim, “customer is
the god” has become so true and relevant today. There has been a “paradigm shift” in the
thinking of these companies and none other than the customer has brought this about.

Earlier there was a seller’s market, since goods and services were in short supply and the
sellers use to call the shots. But, ever since the advent of the era of globalization, there has been
total transformation in the way the customers being perceived. Today, marketers are directing
their efforts in retaining the customers and customers’ base. Their focus has shifted towards
integrating the three elements people, service and marketing.

The customer’s importance has assumed imponderable proportions in today’s world,

because of the inherent value that the customers command. A customers can “make or break” a
company. It is the responsibility of every company to see that all its customers are equally
satisfied with them, for one single dissatisfied customer will tell at least nine others about the
dissatisfaction and will spark off a chain reaction and spell doom for that company. In such
scenario, retention of the existing customers assumes diabolical proportion. Research has thrown
light on some important aspects of customers’ retention it has been proved empirically that
acquiring new customers can cost five times more than the cost involved in satisfying and
retaining current customers.

The project is based primarily on primary data; however few references to industry
figures from secondary data have been made. Data has been collected through in depth
interviews and administered questionnaires.

The study has given help an inside of the tyre Industry and an opportunity to use the theoretical
knowledge in live project.

iv
 TABLE OF CONTENT

Sr.No Topic Page no.

1. Introduction 6-20

2. Industry & Company Profile 21-27

3. Theoretical Framework 28

4. Data Analysis & Interpretation, Findings 29-30

5. Conclusions, Recommendations & Future 32-41

enhancements

6. ANNEXUE. (Bibliography & Questionnaire) 42

v
 INTRODUCTION

1.1 Advertising Strategy

Strategic thinking is key to the evolution of successful Advertising strategies of
APOLLO AND MRF tyre. This involves the following analyses:

i. Understanding markets: Strategic perspective of the market requires skilful

analysis of the trend and how they affect the market size and demand for the
firm’s product.
ii. Finding market niches: Price, service, convenience and technology are some of
the niches in Indian market.
iii. Product and service planning: Analysis of the customer’s Advertising of the
brand, both of the firm and competitors, besides an analysis of the situation in
which the customer uses the product.
iv. Distribution: Structural changes in inventory management, mobile distribution
are some of the key factors that are going to affect the distribution process in the
Indian market.
v. Managing for result: With pressure on costs, prices, and margins, marketers will
have to make effective utilization of every rupee spent in Advertising.

1.2 Market opportunity of APOLLO AND MRF:

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
 Advertising strategies and the extent and quality of services rendered by other
firm in the industry.
 Market programmed required to satisfy market wants

6
  Identification of key success factors in an industry and linking them to a firm’s
strengths and weakness
Market opportunity
a. Size of the market
b. How well the market is served
c. Prospective inches
d. Advertising mix required to succeed
e. Core competencies required

Market Industry Competition

segment analysis analysis
analysis

Demand Trade
Conditions analysis

Market opportunity
a. Size of the market
b. How well the market is served
c. Prospective inches
d. Marketing mix required to succeed
e. Core competencies required

Framework of market opportunity analysis

Size of the market:
Sizes of the market are....
I. Demand analysis: is the core aspect of market opportunity.
II. Segmentation analysis: is the process of dividing the market into homogeneous sub
units.
III. Industry analysis:

7
 Entry Barriers: High

The entry barriers are high for the tyre

industry. It is a highly capital intensive
industry. A plant with an annual capacity of
1.5 million cross-ply tyres costs between Rs.
4,000 and Rs. 5,000 million. A similiar plant
producing radial tyres costs Rs. 8,000
million.

Bargaining Power of the

Buyers: High Bargaining Power of the
Suppliers: High

The OEMs have total control Inter Firm Rivalry: Low The tyre industry consumes
over prices. In fact, the The tyre industry in India is fairly nearly 50% of the natural
OEMs faced with declining concentrated, with the top eight rubber produced in the
profitability have also companies accounting for more than country. The price of natural
reduced the number of 80% of the total production of tyres rubber is controlled by Rubber
component suppliers to Control Board and the
make the supply chain more domestic prices of natural
efficient. rubber have registered a
significant increase in recent
times.

Threat of Substitutes: Low but

Increasing

During the FY2002, over 1,10,000 passenger

car tyres were imported. This constitutes
over 2% of total radial passenger car tyre
production in the country. However, with the
reduction of peak custom duty, the import of
tyres is likely to increase.

1.3. Objectives of the study

 To understand the Advertising strategy of APOLLO AND MRF Tyres.

 To focus on the Advertising mix of APOLLO AND MRF tyre

 To evaluate the limitations of APOLLO AND MRF tyre.
 To analyze the customer’s needs regarding the product and policies formulated
by the company.
 To find out the brand image of APOLLO AND MRF tyre

8
1.4. Research Methodology

To achieve the stated objective a survey was conducted at Lucknow regarding

customer “satisfaction towards MRF Tyres” provided by Apollo and MRFTyres show

room Tuticorin.

1.4.1 Primary Data:

Primary data is collected by the random sampling method. Here we have

randomly interviewed 50 customers through Questionnaire and personal interview

and collected the primary data.

1.4.2 Secondary Data:

These are generally published sources which have been collected originally for

some other purpose, they are not gathered specially to achieve the objectives of the

particular research project hands but already assembled.

1.4.3 Survey Techniques:

Once the researcher has decided to use survey method for collecting

data he has to make a decision to adopt any one of the following survey techniques.

1. personal interview

2. telephone survey

3. mail survey

1.4.5 Questionnaire

It is the most commonly used instrument in collecting primary data. A

questionnaire consisting of set of questions presented to a respondent for his/her

9
answer. The questionnaire is very flexible in the sense that there are many ways to ask

questions.

1.4.6 Data Collection:

Method used to collect data for the study was through survey. Survey is a

systematic collection of information directly from the respondents; survey was

through personal interview which involves collection of data through face to face

communication with the help of questionnaire.

1.4.7 Method of Sampling:

Lucknow has a huge population and each person’s opinion cannot be

collected. So the respondents were chosen randomly in Lucknow.

Sample Size:

Sample size for the study consisted of 50 persons residing in Lucknow.

Among them only some of them responded and others rejected to respond as they

were not interested.

Sample Unit:

Customer of Apollo and MRF Tyre showroom and owners of vehicles in

Lucknow.

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1.5 Limitations of the Study

Every study is bound by limitations and as such this is no exceptions.

1. “Change is Constant” rule of nature. Hence, the study undertaken may not
hold good for longer duration.

2. The study was conducted under the assumption that the information given by
the respondents is authentic.

3. The analysis and suggestion are given only with respect to Advertising
aspects as technical suggestion with respect to the product could not be given.

4. Confidential matters were not disclosed by the company.

5. There were time constraints.

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 COMPANY PROFILE

ABOUT COMPANY
APOLLO TYRES LTD

Apollo Tyres Ltd is a high-performance company and the leading Indian tyre
manufacturer with revenues of ~ US$ 1 billion. It is built around the core principles of
creating stakeholder value through reliability in its products and dependability in its
relationships. The company has four manufacturing units in India and four in southern
Africa, with a Greenfield facility currently underway in Chennai, India. The company
has a network of over 4,000 dealerships in India, of which over 2,500 are exclusive
outlets. In South Africa, it has over 900 dealerships, of which 190 are Dunlop Zones.

CORE VALUES:

APOLLO Organization has been a forerunner in the economic and social

advancement of India. It always aimed at creating job opportunities for a multitude of
countrymen and to provide high quality products. It has striven to make India self
reliant by pioneering the production of a number of industrial and consumer products,
by adopting the latest technology as well as developing its own know-how. It has also
undertaken industrial ventures in several other countries.

APOLLO Organization is an association of industrial and commercial

companies and charitable trusts. Its member companies, employing nearly 50,000
persons are engaged in the manufacture of a variety of products and in diverse fields
of commerce.
Trusts are devoted to promoting industrial, technical and medical research, education,
religious values and providing better living and recreational facilities. With the spirit
of social consciousness uppermost in mind, APOLLO TYRES Organization is
committed to the cause of human advancement.

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 Apollo Tyres Market Position

In what is being considered as a landmark decision in the highly

competitive Indian tyres industry, the Advertising Standards Council of India

(ASCI) has upheld Apollo Tyres Ltd's claim of being India's No 1 tyres

manufacturer in the four-wheeler tyres segment, reaffirming APOLLO

leadership position in the market.

Expressing his happiness over ASCI's judgments, Apollo Tyres

marketing director Shashank Sharma says: ''This is a fabulous example of

why all of us need to have faith in bodies like ASCI. We believe that the

process of self-regulation in Indian advertising is working for both companies

and agencies. We also hope that this would encourage various players to

bring superior technology and consumer service standards and claim

leadership in a more healthier and competitive manner.''

The case was started when few competitors filed a complaint with

ASCI against Apollo Tyre's print advertisement, in which Apollo Tyres

announced its numero uno position in the four-wheeler tyres segment, quoting

production figures compiled by Automotive Tyres Manufacturer Association

and other authentic industry sources.

13
 But the competitors contradicted the claim, stating the fact that market

figures from a company's annual report should be used as authentic data to

claim one's leadership, not the production figures.

But ASCI considered the case at the Consumer Complaints Council on

20 JUNE 2009 and upheld Apollo Tyre's contention that production figures, as

compiled by authentic industry sources and used by Apollo Tyre to claim its

leadership, is a valid and applicable comparison platform.

Hence, Apollo Tyre's claim as No 1 tyre manufacturer in India is a perfectly

valid and correct statement. This also reflects ASCI's agreement to Apollo 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.

Apollo 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, and OTRs. After 25 years of pioneering world-

class technologies in India, APOLLO Tyre has recently launched the country's first

eco-friendly colored tyres as well as steel-belted tractor rear radials.

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 MRF COMPANY

1946 - A year to remember… India was on the threshold of

independence. A young entrepreneur, K.M. Mammen Mappillai, opened a small

manufacturing unit where balloons, latex cast squeaking toys and industrial gloves

were manufactured… little did he realize then that the company he started would

grow to become the no.1 tyre manufacturer in India.

MRF established its first office in 1949 at Chennai, Tamil Nadu, and India. The

company began as a manufacturer of toy balloons and other rubber products and then

later on moved to manufacture tyres in 1961.

Today MRF is into a league of its own with:

MRF manufactures the largest range of tyres in India and enjoys the highest

brand preference for superior quality, company manufactures the largest range of

tyres in India and is the market leader with the largest market share it tyre industry.

Since 1984 MRF tyres has consistently been chosen as oem fitment by almost every

major car manufacturer in India apart from tyres MRF also manufacturer conveyor

belts, pretreads and advanced polyurethane paints

The milestones achieved while being such a progressive and vibrant company, is also

recognized by the corporate world through a number of awards like.

Voted as one of the Indian most admired marketing companies by A & M leading

advertising and marketing and marketing journal.

No. 1 award for customer satisfaction by J.D Power Asia pacific for 2001&2002

Most ethical company in India by business world, a leading business magazine.

15
 Industry Review

Indian Tyre Industry to Register a Growth of 9-10% in the Next 5 Years

The Indian Tyre Industry produced 736 lakh units of tyres (11 lakh tones)
garnering Rs. 19000 crores in FY07. MRF Ltd. was the market leader (22% market
share) followed closely by Apollo Tyres Ltd. (21%). The other major players were JK
Tyre & Industries (18%) and Ceat Ltd.(13%). The Indian tyre industry is
characterized by its raw material intensity (raw material costs account for
approximately 70% of operating income), capital intensity, and cyclicality, fierce
competition among the top players, low bargaining power and resulting low margins.
The top players are now focusing on branding their products and strengthening their
distribution network so as to increase their market share.
The industry derives its demand from the automobile Industry. While OEM
market off take is dependent on the new vehicle sales, replacement market demand
depends on the total population of vehicles on road, road conditions, vehicle
scrapping rules, overloading norms for trucks, average life of tyres and prevalence of
tyre retreading.

The main category of tyres produced in the country is that of Truck & Bus
tyres. These tyres accounted for 57% of the total tyre tonnage production in FY07
followed by LCV tyres which accounted for 9% of the total tyre tonnage production.

16
Approximately 53% of the total tyre tonnage off take was by the replacement market,
31% by OEM and 15% by the export market in FY07. The industry tonnage
production registered a 5 year CAGR of 9.69% between FY 02-07. The largest
category of Truck & Bus tyres recorded a 5 year CAGR of 7.85% (slower than the
industry) while Light Commercial Vehicle (LCV), motorcycle and car tyre categories
grew at 15%, 16% and 14% respectively (faster than the industry). Off the road
(OTR) tyre category (customized tyres) which fetch a higher margin compared to
other tyre categories, is the fastest growing category.
The OTR tyre category has registered a 5 year CAGR of over 20% in the last
five years. Most of the top players are increasing their capacity for the production of
OTR tyres so as to improve their product mix, this being a high margin product.
The exports from the country clocked a CAGR of 13% in unit terms and 18%
in value terms in the period FY 02-07. Most of these tyres that are exported are of
cross ply design. With radicalization catching up in some of these markets, the Indian
manufacturers will need to graduate to production and export of radial tyres so as to
protect their share in the export market.
Radicalization of tyres is still minimal in India.
Only the car tyre market has moved to radial tyres (95%) but in all other
categories, cross ply tyres are still preferred. Poor road conditions, overloading in
trucks, higher cost of radial tyres and poor awareness of the tyre users are the main
reasons for the non transition of the domestic market to radial tyres. However, going
ahead radicalization in truck & bus tyres may increase due to government’s focus on
infrastructure development.

17
CARE Research projects the Indian Tyre Industry to register a
growth of 9-10% in the next five years
The Indian Tyre Industry produced 736 lakh units of tyres (11 lakh tones) garnering
Rs. 19,000 crores in FY 07. MRF Ltd. was the market leader (22% market share)
followed closely by Apollo Tyres Ltd. (21%). The other major players were JK Tyre
& Industries Ltd (18%) and Ceat Ltd. (13%). The industry tonnage production
registered a 5 year CAGR of 9.69% between FY 02-07¬.
Truck & Bus tyre category (accounting for 57% of the tonnage production) recorded a
5 year CAGR of 7.85% (a rate slower than that of the industry) while Light
Commercial Vehicle (LCV), Motorcycle and Car tyre categories grew at 15%, 16%
and 14% respectively (at rates faster than that of the industry). Off the road (OTR)
tyres (customized tyres which fetch a higher margin compared to other tyres) category
is growing at a fast pace. The OTR tyre category registered a 5 year CAGR of over
20% in the last five years. Most of the top players are increasing their capacity for the
production of OTR tyres so as to improve their product mix, for e.g. CEAT Ltd. is
increasing its OTR capacity at its Nasik plant from 60,000 to 1,00,000 tyres by end
2008, JK Tyre & Industries is expanding its OTR capacity from 25,000 tyres to
42,000 tyres by end 2008, even smaller player like Falcon tyres is making its foray
into the OTR category.

18
The exports from the country clocked a CAGR of 13% in unit terms and 18% in value
terms in the period FY 02¬07. Most of these tyres that are exported are of cross ply
design. With radicalization catching up in some of these markets, the manufacturers
will need to graduate to radial tyres so as to protect their share in the export market.
Radicalization of tyres is still minimal in India. Only the car tyre market has moved to
radial tyres (95%) but in all other categories cross ply tyres are still preferred. Poor
road conditions, overloading in trucks, higher initial cost of radial tyres and poor
awareness levels in tyre users are the main reasons for the non transition of the
domestic market to radial tyres. However, going ahead, radicalization in truck & bus
tyres may increase due to government’s focus on infrastructure development.
CARE Research expects the tyre industry to register a tonnage growth of 9¬10% in
the next five years (FY 07¬12). The truck & bus and LCV tyre category are expected
to register a CAGR of 8% and 14% respectively (FY 07¬12).

MARKET PLAYERS

Indian % International %
MRF 22.00% Michelin 20.01%

Apollo 20.00% Brighestone 18.04%

JK Tyres 19.00% Goodyear 16.09%

Ceat 16.00%
Birla 7.00%
Goodyear 6.00%

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 Market drivers: India
• Robust growth rate in all vehicular segments over last 5 years
• Improved capacity utilization by all major manufacturers(>80%)
• Decrease in custom and excise duties to nullify increase in raw
Material costs and increases OPM
• Low labour cost : partially offset by low productivity
• Improved credit profile and loan serviceability

Market challenges: India

• The Radicalization challenge- Radial vs. Cross ply Tyres
Global average- 65% India -2%

Why use Radial tyres?

Positives Negatives
Longer life -100,000 kms Comparatively Higher Cost
Better fuel efficiency – 5 to 8% marginally poorer overloading
Lower aspect ratio- Better control
• Other challenges –Poor roads
Misperception that they are unsuited for India
Difficulty to integrate in old vehicles
Lack of radial manufacturing capabilities

Scope and challenges

• Industry poised for a very good growth rate
• More J.V’s with world market leaders- better technical
Know-how and quality
• Growth in automobile sector – cumulative effect on
Tyre industry
• Increasing trend in capacity utilization – better output
• New and uncharted territories as export markets.
• Increasing productivity – both labour and machinery
• Competition from other developing markets
• Increasing raw material costs – will effect OPM

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 MRF LTD.
"Tyres with Muscle"

MRF Ltd. is the first Indian company to export tyres to the US, the very
birthplace of tyre technology. It is the first company in India to manufacture and
market Nylon tyres passenger tyres commercially. In 2004, the company's turnover
crossed INR 30 billion mark. The company was given the title of most ethical
company by 'Business World' magazine after a survey conducted in 1999.
Quick Facts
Founder K. M. Mammen Mappillai

Country India

Year of Establishment 1946 as a toy factory

Industry Tyre Manufacturing

Listings & its codes NSE: MRF; BSE: 500290

Registered Office 124, Greams Road

Chennai - 600 006
India
Tel.: +(91)-(44)-28292777
Fax: +(91)-(44)-28291844/ 0562

Website http://www.mrftyres.com/

Related Website http://www.mrf-exports.com/ (MRF Exports)

Segment and Brands

 Truck / Bus Tyres

 Light Commercial, Jeep & Utility Vehicle Tyres

 Passenger Cars Tyres

 Off the road tyres

 Two-Wheelers Tyres

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 MRF Ltd:
A LEADING PLAYER IN THE TYRE MANUFACTURING INDUSTRY
MRF Limited is engaged in the manufacturing, distribution
And sale of an extensive range of superior quality tyres for
Various kinds of vehicles.
The company’s operations relate to manufacture of rubber products, such as tyres,
tubes, flaps, tread rubber
And conveyor belt, as well as specialty coatings for a variety of applications. MRF
has six production facilities in India and around 80 sales offices. From its humble
origins in 1946, the company has come long way to become the market leader in the
tyre manufacturing industry. MRF exports its products to over 75 countries
Worldwide. Today, global tyre manufacturers have to plan and adapt to changes in
customer
Demand, fluctuations in raw material prices and availability, while keeping pace with
timelines for shipments; in the face of increasing competition in the global
marketplace.

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 THEORETICAL FRAME WORK
Competitor analysis: analysis of competition how well the market is served.
Advertising mix:

A Advertising 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 Advertising typically identifies
the four P's of the Advertising mix as referring to:

1. Product
2. Price
3. Advertising
4. Place

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SALES ADVERTISING
.

Sales Advertising Tools

Many tools can be used to accomplish sales Advertising objectives. Descriptions

of the main Advertisingal tools are as follows;

Consumer Advertising Tools

The main consumer Advertising tools are as follows;

 Samples:

They are offers of a trial amount of a product. It consists of inviting

prospective purchasers to try the product without cost or at a lower cost in the
hope that they will buy the product. Samples may be free or discounted.

 Coupons:

Coupons are certificates that give buyers a saving when they purchase a
specified product. Coupons can be mailed, placed in advertisements or
included with other products.

 Rebates:

Rebate is also known as cash refund offers. Rebates are offers to refund part
of the purchase price of a product to its customers who send a proof of
purchase to the manufacturer. These are like coupons except that the price
reduction occurs after the purchase and not at the point of sale.

24
 Price Packs:

Cents-off deals or price packs offer consumers savings by way of reducing

prices that are marked by the producer directly on the package.

 Premiums:

These are the goods offered either free or at a low cost as an incentive to
buy a product. Premiums may be in-pack or on-pack (outside the pack).

 Prizes:

They are offers of chance to win something such as cash, trips or goods – by luck
or through extra efforts. Contests of talent and sweepstakes or draws the most
popular prize offering Advertisings.

 Tie-in Advertisings:

Tie-in Advertisings involve two or more brands or companies that team up on

coupons, refunds or contests to increase their pulling powers.

 Cross Advertisings:

Cross Advertisings involve using one brand to advertise non-competing brand.

 Advertising Specialties:

25
 These are useful articles imprinted with an advertiser’s name, given as gifts to
consumers.

 Patronage Rewards:

They are cash or other awards for the regular use of company’s products or
services. They are values (in cash otherwise) that are proportional to one’s
patronage of a certain vendor or a group of vendors. They aim at building brand
loyalty.

 PoP Advertisings:

Point of purchase (PoP) includes displays and demonstrations that take place at
the point of purchase or sale.

Trade Advertising Tools

More money is spent by companies on trade Advertising (58%) than on consumer

Advertisings (42%). The major trade Advertising tools are as follows;

 Discounts:

It is also known as price-off or off-invoice or off-list. Discounts price cut off the
list price on a particular quantity purchased during a stated time.

 Allowances:

They are the amount offered in return for an agreement by the retailer to feature
the manufacturer’s products in some way; displays, advertising or otherwise.

26
 Free Goods:

Free goods are the extra merchandise offered to middlemen who buy a specific
amount of a product.
Companies also offer push money and specialty advertising items to the
middlemen.

Business Advertising Tools

Companies spend huge amount on Advertisings focused on industrial consumers.

The major business Advertising tools are as follows;

 Trade Shows and Conventions.

 Sales Contests.

Clearly, sales Advertisings play an important role in the total Advertising mix. To use
it well, the marketer must define the sales Advertising objectives, select the best tools,
design the sales Advertising program, pretest and implement the program and
evaluate its results.

27
DATA ANALYSIS AND

INTERPRETATION

28
 DATA ANALYSIS AND INTERPRETATION

Data Analysis:

I have conducted marketing survey on 50 customer to analysis their

satisfaction level, for this purpose I have prepared a questionnaire to collect the

information from them. Among these 50 customers, only some of them responded as

per that now we will see the analysis of the collected data.

1. The following tables shows the factors which motivated the customer to

purchase the “APOLLO AND MRF ”

FACTORS CUSTOMERS

Friends 8

Brand Image 9

Advertisement 9

Relatives 8

Self-decision 16

Total 50

29
 0.35
0.3
0.25
0.2 Series2
0.15 31% Series1
0.1 19% 21%
16% 13%
0.05
0 0
s e t s
RS
n d ag en
i v e
si on
O rie m m at c i
T I e l
A C F
n d rt is R e
f- de
F ra ve e l
B Ad S

Interpretation:

The above table & graph shows that:

A. 16 customers have purchased MRF Tyres by there own decision.

B. 8 customers have purchased MRF Tyres by there Friends recommendation.

C. 9 customers have purchased MRF Tyres by its Brand Image.

D. 9 customers have purchased MRF Tyres on the basis of Advertisement.

E. 8 customers have purchased MRF Tyres on there Relatives recommendation.

2. The following tables shows the level of satisfaction of customer need/purpose

of purchasing “APOLLO AND MRF ”

30
 Fully Satisfied 23

Satisfied 17

Dissatisfied 7

Fully dissatisfied 3

Total 50

Fully
dissatisfied
7%
Dissatisfied
13%
Fully Satisfied
Fully Satisfied
45% Satisfied
Dissatisfied
Fully dissatisfied
Satisfied 35%

Interpretation:

The above graph shows that:

45 % of people are fully satisfied with the purchase of Apollo and MRF .

35 % of people are just satisfied with the purchase of Apollo and MRF .

13% of people are dissatisfied with the purchase of Apollo and MRF .

7 % of people are fully satisfied with the purchase of Apollo and MRF .

31
3. As compare to other tyres the “APOLLO AND MRF ” are rated as below.

A) Price of Tyres

Strongly Satisfied 15

Satisfied 16

Not Satisfied 10

Fully Not Satisfied 9

Total 50

Interpretation:
30 % of customers are strongly satisfied with the price of Apollo and MRF .

35 % of customers are satisfied with the price of Apollo and MRF .

21 % of customers are not satisfied with the price of Apollo and MRF .

14 % of customers are fully not satisfied with the price of Apollo and MRF .

B) Quality Of Tyres:

Strongly Satisfied 23

Satisfied 15

Not Satisfied 8

Fully Not Satisfied 4

Total 50

Interpretation:
45 % of customers are strongly satisfied with quality of the tyres.

30 % of customers are satisfied with quality of the tyres

16 % of customers are not satisfied with quality of the tyres

9 % of customers are fully not satisfied with quality of the tyres.

32
 C) Durability of Tyres

Strongly Satisfied 23

Satisfied 16

Not Satisfied 7

Fully Not Satisfied 4

Total 50

Interpretation:
45% of customers are strongly satisfied with durability of tyres

32%of customers are satisfied with durability or tyres

14%of customers are not satisfied with durability or tyres

9%of customers are fully not satisfied with durability of tyres.

D) Performance Of Tyres:

Strongly Satisfied 21

Satisfied 17

Not Satisfied 7

Fully Not Satisfied 5

Total 50

Interpretation:
42%of customers are strongly satisfied with performance of tyres

35% of customers are just satisfied with performance of tyres

14% of customers are not satisfied with performance of tyres

9% of customers are fully not satisfied with performance of tyres

33
 E) Mileage Of Tyres:

Strongly Satisfied 24

Satisfied 15

Not Satisfied 7

Fully Not Satisfied 4

Total 50

Interpretation:
48% of customers are strongly satisfied with the performance of tyres

30% of customers are only just satisfied with the performance of tyres

13% of customers are not satisfied with the performance of tyres

9% of customers are fully not satisfied with the performance of tyres

34
5) The following tables show the customer opinion about “APOLLO AND MRF ”.

Fully Satisfied 14

Satisfied 21

Not satisfied 8

Fully Not Satisfied 7

Total 50

100% 100%
90%
80%
70%
60%
50%
42% 40%
28% 30%
17% 20%
13%
10%
0%
Fully Satisfied Not Fully Not Total
Satisfied satisfied Satisfied

Interpretation:
As per the above chart it shows the details:

28 % of customers are fully satisfied

42 % of customers are satisfied

17 % of customers are not satisfied

13 % of customers are fully not satisfied

35
 6) The following table’s shows the behavior of the showroom people while taking

quotations or purchasing the “APOLLO AND MRF ”.

Very Friendly 17

Friendly 22

Not friendly 4

Don’t know 7

Total 50

120%

100% 100%

80%

60%

40% 44%
34%
20%
9% 13%
0%
Very Friendly Not Don’t Total
Friendly friendly know

Interpretation:
34 % customer say that the behavior of showroom people while taking quotation or

purchasing

Apollo and MRF were very friendly.

44 % customer says that the behavior of showroom people were friendly

9 % customer says the behavior of showroom people not friendly

13 % customer says the behavior of showroom people – don’t know

36
7) The following table shows the customers opinion about service charges in show

room.

Very Reasonable 15

Reasonable 21

Costly 8

Very Costly 6

Total 50

120%
100%
100%
80%
60% Series1
42%
40% 30%
16% 12%
20%
0%
tly
le

l
ly
le

ta
b

t
ab

os

To
os
na

on

C
C
so

y
s
ea

er
ea

V
R

R
y
er
V

Interpretation:
30 % of customers said that service charges are very reasonable.

42 % of customers said that service charges are reasonable.

16 % of customers said that service charges are costly

12 % of customers said that service charges are very costly

37
8) The following tables show why customer prefers “APOLLO AND MRF ”.

Quality 19

Price 12

Service 8

Durability 11

Total 50

Durability
22%
Quality
38%
Service
16%
Price 24%

Interpretation:
38 % customers prefers the Apollo and MRF due to the good Quality

24 % customers prefers the Apollo and MRF due to the reasonable price

22 % customers prefers the Apollo and MRF due to its durability

16 % customers prefers the Apollo and MRF due to its service

38
9) The following tables shows the problems faced by customers while purchasing

“APOLLO AND MRF ”

Lack of Information 11

Non co-operation of show room people 4

Delay 8

No problem 17

Total 50

Lack of
54%
60% Information

50%
Non co-operation of
40% show room people

30% 22% Delay

17%
20%
7%
10% No problem

0%
1

Interpretation:
22 % customer faced the problem due to lack of information

07 % customer faced the problem due to non cooperation of show room people

17 % customer faced the problem due to delay

54 % customer faced no problem

39
 FINDINGS

 31% of customers have purchased on there own decision. They have decision on the

basis of experience and some customers have taken after making comparison with

other tyres. Hence it reveals that customers are satisfied with “APOLLO AND MRF

 Majority of customers means 45% are satisfied with the fulfillment of their

need/purpose.

 Only 30% of customers are fully satisfied with price of the tyres about 21% are not

satisfied and 14% of customers are fully not satisfied with the price.

 About 45% of customers are fully satisfied,30% o f customers are only just satisfied

and 16% are not satisfied with the quality.

 About 45% of customers are satisfied with durability of tyres, and 14% are not

satisfied with durability.

 About 42% of customers are fully satisfied with the performance of the tyres, and

only 14% are dissatisfied.

40
 The customers are having a very good opinion about the MRF TYERES” about 28%

are strongly satisfied with its performance, and only 17% are not satisfied with

performance.

 The customers are having very good opinion about the behavior of showroom

people about 44% of customers are saying they are friendly and only 13% are don’t

know.

 The service charges are very reasonable in the view of about 43% of customers and

about 11% of customers believe that the service charges are costly.

 Majority of customers are fully satisfied with the “APOLLO AND MRF ”

41
 SUGGESTIONS

o The both company should reduce the price of there products.

o Improve the distribution network and make available the products in

needed time of customers.

o Company always keeps some prizes and gifts to attract the customers.

o The products should advertised in the Regional TV channels and in

leading newspaper must.

42
ANNEXURE

43
 ANNEXURE-1

BIBLIOGRAPHY

To complete this project I have referred the following books:

i) Marketing management - Philip kotlar.

ii) Marketing research - Tull & Hawkins

iii) Customer relationship management - Kristin anderson

iv) Customer service delivery - Larry fogli

v) Advertising management, Rajan Saxsena

vi) Advertising management, Philip Kotler

 WWW.MRFTYRESINDIA.COM

 www.indiacar.net
 www.apollotyre.com
 www.mrf tyre.com
 www.businessstandard.com

44
 ANNEXURE-2

QUESTIONNAIRE

Dear Sir/Madam,

(Please tick ( ) appropriate answer in the box / space)

I. Customer Introduction:

a. Name : _____________________________________________

b. Address : _____________________________________________

_____________________________________________

c. Occupation / Job: _____________________________________________

II. Which factors motivated you to purchase “APOLLO AND MRF TYRES”?

A: Friends [ ] B: Brand Image [ ]

C: Advertisement [ ] D: Relatives [ ]

E: Self decision [ ] F: Others [ ]

III. To what extent the “APOLLO AND MRF TYRES” has satisfied your

purpose / need?

A: Fully Satisfied [ ] B: Satisfied [ ]

C: Dissatisfied [ ] D: Fully Dissatisfied [ ]

IV. As compare to other tyres how do you rate the following characteristics of

your

“APOLLO AND MRF TYRES”

Characteristics Excellent Very good Good Average

Price

45
Quality

Durable

Performance

Mileage

V: What is your opinion about “APOLLO AND MRF TYRES”?

A: Excellent [ ] B: Very Good [ ]

C: Good [ ] D: Bad [ ]

VI: what was the behavior of show room people while taking quotations or while

Purchasing “APOLLO AND MRF TYRES”?

A: Very Friendly [ ]

B: Friendly [ ]

C: Not-Friendly [ ]

D: Don’t Know [ ]

VII: What is your opinion about “service charges” in the show room?

A: Very Reasonable [ ]

B: Reasonable [ ]

C: Costly [ ]

D: Very Costly [ ]

VIII: Why did you prefer “APOLLO AND MRF TYRE”?

A: Quality [ ]

B: Price [ ]

C: Service [ ]

D: Durability [ ]

46
IX: What problems faced while purchasing “APOLLO AND MRF TYRES”?

A: Lack of information’s [ ]

B: Non co-operations of show room peoples [ ]

C: Delay [ ]

D: No problem [ ]

X: Give your valuable suggestions to improve “APOLLO AND MRF TYRES”?

A: __________________________________________________

B: __________________________________________________

C: __________________________________________________

***************THANK YOU***************

47
48