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Bridgestone and MRF tyre industry

Bridgestone and MRF tyre industry

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Published by Sankar Rajan
Complete marketing analysis and strategies of Tyre companies
Complete marketing analysis and strategies of Tyre companies

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Published by: Sankar Rajan on Jan 18, 2010
Copyright:Attribution Non-commercial

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04/21/2014

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 A
 
D
 
J
 
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N
 
ra
 
mrita
 
Vivekaivya
 
Kiron
 
isurya
 
Pavit se
 
Robin
 
Pat .
 
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eethu
 
Jose
 
 
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ra eg n ly is
 
Brand Strategy Analysis
1 |P a g e 
Table of Contents
Section
 
I
Bridgestone
 
India
 
&
 
MRF:
 
An
 
Introduction
 
Chapter
 
1
Indian
 
Tyre
 
Industry:
 
A
 
Brief 
 
Analysis
 
5
 
1
 
Overview
 
of 
 
the
 
Indian
 
Tyre
 
Industry
 
5
 
1.1
 
An
 
Introduction
 
5
 
1.2
 
Key
 
Influencers
 
5
 
1.3
 
Role
 
of 
 
Marketing
 
6
 
1.4
 
Sales
 
and
 
Profitability
 
6
 
1.5
 
Trends
 
in
 
the
 
Past
 
Years
 
6
 
1.6
 
Current
 
Status
 
and
 
Future
 
Trends
 
7
 
1.7
 
Towards
 
the
 
Future
"Radialisation
 
in
 
India"
 
8
 
1.8
 
Major
 
Players
 
and
 
Market
 
Shares
 
9
 
1.9
 
Environment
 
Analysis 9
 
1.10
 
Swot
 
Analysis
 
for
 
the
 
Tyre
 
Industry 10
 
1.11
 
The
 
Companies
 
and
 
Major
 
Product
 
Lines 11
 
Section
 
II
Marketing
 
Strategies
 
Chapter
 
1
Analyzing
 
the
 
Marketing
 
Environment
 
15
 
1
 
The
 
Mind
 
of 
 
the
 
Consumer 15
 
1.1
 
Who
 
is
 
the
 
Consumer? 15
 
1.2
 
Radial
 
Tyres:
 
Meeting
 
the
 
Indian
 
Drivers
 
"Unsatisfied
 
Need"
 
16
 
1.3
 
Buying
 
a
 
Radial
 
Tyre:
 
Key
 
Decision
 
Makers
 
16
 
1.4
 
Consumer
 
Behaviour
 
17
 
2
 
The
 
Company
 
18
 
2.1
 
Core
 
Competencies
 
18
 
2.1.1
 
Bridgestone
 
India
 
18
 
2.1.2
 
MRF
 
India
 
18
 
2.2
 
Company
 
Resources 20
 
2.2.1
 
Bridgestone
 
India 20
 
2.2.2
 
MRF
 
India
 
22
 
2.3
 
Concern
 
Areas
 
24
 
2.3.1
 
Bridgestone
 
India
 
24
 
2.3.2
 
MRF
 
India
 
25
 
3
 
The
 
Competitors
 
27
 
3.1
 
Principal
 
Competitors 27
 
3.2
 
Salient
 
Strengths
 
&
 
Weaknesses 27
 
3.2.1
 
Bridgestone
 
India 27
 
 
Brand Strategy Analysis
2 |P a g e 
3.2.2
 
MRF
 
India
 
28
 
3.3
 
Basis
 
of 
 
Competition
 
29
 
4
 
Important
 
Collaborators
 
30
 
4.1
 
Upstream
 
Collaborators 30
 
4.1.1
 
Bridgestone
 
India 30
 
4.1.2
 
MRF
 
India
 
30
 
4.2
 
Collaborator
 
Incentives
 
31
 
4.2.1
 
Assured
 
Supply
 
31
 
4.2.2
 
Assured
 
Quality
 
31
 
4.2.3
 
Just
 
in
 
Time
 
Supplies
 
31
 
5
 
Context
Trends
 
Shaping
 
the
 
Tyre
 
Industry
 
32
 
5.1
 
Economic
 
Environment 32
 
5.1.1
 
Unresolved
 
Tax
 
Issues 32
 
5.1.2
 
Increasing
 
Cost
 
of 
 
Raw
 
Materials 32
 
5.1.3
 
Import
 
Restrictions
 
32
 
5.1.4
 
Road
 
and
 
Support
 
Infrastructures
 
33
 
5.1.5
 
Sources
 
of 
 
Demand
 
33
 
5.2
 
Technological
 
Environment
 
35
 
5.2.1
 
Indigenous
 
Development
 
of 
 
Radial
 
Technology
 
35
 
5.2.2
 
Market
 
Entry
 
by
 
International
 
Players
 
35
 
5.2.3
 
Improved
 
Capacity
 
Utilization
 
Techniques 35
 
5.3
 
Socio
cultural
 
Environment 35
 
5.3.1
 
Explosion
 
in
 
the
 
Number
 
of 
 
Nuclear
 
Families
 
35
 
5.3.2
 
Higher
 
Car
 
Density
 
Per
 
Family
 
35
 
5.3.3
 
Shifting
 
Away
 
from
 
Savings,
 
to
 
EMI
 
Culture
 
36
 
Chapter
 
2
Segmentation,
 
Targeting
 
&
 
Positioning
 
37
 
1
 
Basis
 
for
 
Segmentation
Vehicle
 
Types
 
37
 
2
 
Selecting
 
the
 
Target
 
Segment
 
38
 
2.1
 
Bridgestone:
 
The
 
Market
 
Specialization
 
Approach
 
38
 
2.2
 
MRF:
 
The
 
Complete
 
Market
 
Coverage
 
Approach
 
39
 
3
 
Differentiating
 
and
 
Positioning
 
Strategies
 
39
 
3.1
 
Establishing
 
Category
 
Membership
 
39
 
3.1.1
 
Bridgestone
High
 
Performance
 
with
 
Value
 
for
 
Money
 
39
 
3.1.2
 
MRF
Tyres
 
with
 
Muscle
 
40
 
3.2
 
Points
 
of 
 
Parity
 
40
 
3.3
 
Points
 
of 
 
Difference
 
41
 
3.3.1
 
Bridgestone
Quality
 
&
 
Value
 
for
 
Money
 
41
 
3.3.2
 
MRF
High
 
Endurance
 
Tyres
 
41
 
3.4
 
Value
 
Proposition
 
42
 
3.4.1
 
Bridgestone
Quality
 
&
 
Value
 
for
 
Money
 
42
 
3.4.2
 
MRF
Endurance
 
Guaranteed
 
42
 
3.5
 
Positioning
 
Statements
 
42
 
3.5.1
 
Bridgestone
Passion
 
for
 
Excellence
 
42
 

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