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with regards to my
L.N.Mishra College of Business Management, Muzaffarpur
The project of such magnitude cannot be accomplished without the assistance and cooperation of several people. Exchange of ideas generates a new object to work in a better way. So, whenever a person is helped and co-operation by others, his heart is bound to pay gratitude and is not merely formalities but an expression of deep sense of gratitude and cumulative appreciation. Now first and foremost, I feel highly obliged to Mr. R. K. Sharma, District Manager: Apollo Tyres Ltd. Muzaffarpur who got me placed for project training, which had sent materials, according to my topic for execution in order to perform the work for preparing this dissertation. I would like to mention something special about my supervisor Mr. Vipin Kumar, (Asst. Professor) L.N.Mishra College of Business Management, Muzaffarpur, and making acknowledgement that without his kind co-operation, attention, wise guidance and a regular feedback from me, my mission would not have been fulfilled its milestone. I have not the desired word power to express my heartiest gratitude regards reverence and indebtness to him. I also acknowledge with a deep sense of reverence, my gratitude towards of my parents and member of my family, who has always supported me morally as well as economically.
[Md. Nishat Alam]
L.N.Mishra College of Business Management, Muzaffarpur
As it is said ............"The theory without practice is lame and practice without theory is blind." obviously the theory and practice are two facts of same coin, or in other way theory and practices complementary and supplementary to each other. And of course these two embody the real knowledge based on the principle of coming by doing or in pursuit of knowledge these two have become part and parcel. Here, the practical during summer vacation is of prime to the Faculty of Management for the purpose of evolution of final (4rth Semester) examination assist the paper in order to complete in M.B.A. course of the academic curriculum. This dissertation imparts a deductive and prescriptive discussion on the duly on Sales Promotion (with reference to Apollo Tyres Ltd. Marketing division, Muzaffarpur) in comprehensible and concise way............ on the basis of the training, which was done by me in marketing division of Apollo Tyres Ltd., Muzaffarpur. The report has been written for main of marketing as well as the consumer, Marketing is the lifeblood of any organization to run fast. So marketing starts right from the time of production. Marketing is nothing but first to assess the market and then to access the market. The present study is entitled to the study on Sales Promotion of Apollo Tyres have been determined. The whole study has been done to a particular area i.e. Muzaffarpur. Simplicity is the main feature of this report from beginning to end so that even a non-marketing man can take advantage of it. My observation in Apollo Tyres Ltd. was to treat main, who are the main Factor of Production among man, machine, materials, money manufacturing technology with respect and dignity.
L.N.Mishra College of Business Management, Muzaffarpur
Reviews are being done time to time to make the organization good at all fronts and where building an established carrier is felt with pretty pride.It has been endeavor of Apollo to strive for open channel communication to keep the bellow member a breast with organization values cultural system. [Md. philosophy and procedures. Nishat Alam] L.Mishra College of Business Management.N. Muzaffarpur .
Data Analysis and Interpretation Conclusions & Suggestions Questionnaire Bibliography L.Mishra College of Business Management. Chapter 06. Muzaffarpur . A Theoretical Aspect of Brand Image with respect to Price Leadership.CONTENTS Guide Certificate Acknowledgement Preface TOPIC Page No. at Muzaffarpur. Introduction to the study a) Objectives of the Study b) Scope of the Study c) Methodology of the Study d) Limitation of the Study Chapter 01. Chapter 04. Chapter 02.N. Introduction to the Organization a) History of the Organization b) Financial Status of the Organization c) Product Profile e) Competitors of the Organization Chapter 03. Organizational Structure of Apollo Tyres Ltd. Chapter 05.
N.Mishra College of Business Management. Muzaffarpur .Chapter 1 Introduction to the study a) Objectives of the Study b) Scope of the Study c) Methodology of the Study d) Limitation of the Study L.
The main scope of this study is to ascertain various methods to increase the sales volume of the concern.Mishra College of Business Management. The method includes regular product information to the buyers. The study centered to take strategic decisions in support of APOLLO TYRES in the field of marketing. Muzaffarpur. at Muzaffarpur. Muzaffarpur .V Tyres.V.C.C.N. & S.Introduction to the Study As a part of academic curriculums in partial fulfillment of "Master of Business Administration" the trainee has done this summer project in the marketing division of APOLLO TYRES LTD. L. One of the important aspects of this study is also to increase the market segment for the products. The introduction as well as completion of the study is STUDY OF BRAND IMAGE with respect to Price Leadership for APOLLO L. creating a brand position in the market and taking measures to make the brand remain in its position.
and betterment of its Sale.N. The purpose of the study is to explore the market of Apollo Tyres Ltd. To know the awareness level of customers of Apollo Tyres specially. The objective of study is to describe the unique characteristics of Apollo Tyres in Comparison to others. I am fulfilling the objectives of my curriculum.(a) Objective of the Study:Such a study is part of my curriculum to complete management Studies. Muzaffarpur . I have collected some important information for (about) Apollo Tyers ltd. The main objective of study is to present conclusion and necessary suggestions regarding consumer awareness relating to Apollo Tyres. at Muzaffarpur. L. This is important of management. In any marketing job this forms one of the important tools and therefore to know the utility of such a tool is definitely one of the important aims of this study. To know the latest grievance of Customers. So while taking part in the practical exposure by joining Apollo Tyres Limited for six weeks training. I have to complete this part also. This increase penetrability in the market. During this practical exposure of Six Weeks. The objective of the study is to develop sound inter personal relation to get maximum output both customer and producer of Apollo Tyres. To collect the information and their attitude from Tyres customers.Mishra College of Business Management. To collect their ideas about future purchasing of Apollo Tyres.
b) Scope of the Study The scope of marketing research can be pointed out by a single word. Research on Promotional Policies of Apollo Tyres Research on pricing of Apollo Tyres. "Consumer Preference". Muzaffarpur . It is concerned with Sales and Distribution of Apollo Tyres.N. Marketing survey has wide scope and covers all aspects of marketing.Mishra College of Business Management. Business Economics Research of Apollo Tyres It is concerned with Buying behaviour of Apollo Tyres. Broadly its scope can be classified in the following categories : It is concerned with product of Apollo Tyres. Last but not the least Brand Image of Apollo in market L. It can be termed as the balance wheel as the marketing system which harmonies the study and demand factors.
N. Muzaffarpur . ii) Documentary Observations :Secondary sources like books. methods were followed which were found to be most important :i) Personal Discussion :A lot of information on the subject. were prevalent. Muzaffarpur to observe how the marketing operations were being performed there. Academic went to these depts. journals published and unpublished materials from different departments of the company were consulted. The marketing strategies and operations are closely observed for all these information I visited retailers dealers and as well as consumers to assess the present market situation of the product of APOLLO TYRES LTD.Mishra College of Business Management. which were well known to the different departments and branches of the company. L.c) Methodology of the Study During the entire study. iii) Field Observation :During the training period I visited Muzaffarpur market being sent by Apollo Tyres Ltd. these information from their respective heads. And branches together.
Golden Card (which was a govt.g. authorised taken for overload) was withdrawn for transporters. Muzaffarpur . L.Mishra College of Business Management.N. (ii) All of a sudden underload restriction was imposed by the Govt. Under these circumstances or critical situations I face difficulties which may affect my report directly or indirectly.(i)Unusual price increase like 810% in last 3 months.(d) LIMITATION OF THE STUDY In Summer Project this study has some limitations when I joined the company that time DM was too much busy with his own assignments as it was the period where market was witnessing a lot dynamic changes like :. of Bihar e.
Muzaffarpur .Chapter 2 INTRODUCTION TO THE ORGANIZATION a) History of the Organization b) Financial Status of the Organization c) Product Profile d) Competitors of the Organization L.Mishra College of Business Management.N.
The first 20 years of the company's existence were not easy. due to the huge investments required. However. symbolising the creation of light. At the time. led by Onkar Singh Kanwar. Therefore. L. Jacob Thomas and his associates. Cochin where production commenced in 1977 with an installed capacity of 420. And like the Greek charioteer. Apollo wiped out its net worth and became a BIFR company during the Emergency years. The history of Apollo Tyres dates back to 1974 when it was incorporated as a company in Cochin. Apollo Tyres has stood the test of time on the four pillars of vision.Mishra College of Business Management. the then core team. hence knowledge and truth. Apollo's first manufacturing facility (often referred to as the 'mother plant') is in Perambra. Marattukalam. Modi Tyres had an overwhelming market share and reputation. Apollo Tyres was returned to its owners during the Janata Government. quality and sheer determination. Raunaq Singh. realized that to make an impact in the market and become financially viable it had to become a dominant player in the commercial vehicles segment. Kerala through the purchase of a licence from the Ruby Rubber Works. soon after its inception. trucks and cars. Muzaffarpur . Mathew T. Cochin by Mr.N. integrity. However. bicycles.INTRODUCTION TO THE ORGANIZATION a) History of the Organization Apollo Tyres straddles the Indian tyre industry much like the Greek Sun God Apollo's four horse-drawn chariot races across the vast expanse of the sky. In 1976. the company was taken over by Dr. Those were times when licences and quotas ruled the world of manufacturing in a market dominated by multinational companies with access to technology and machinery and deep pockets.000 each of tyres and tubes. Extensive on-ground research by the team allowed it to understand the areas in which Apollo could make an impact. Apollo then used to make the entire gamut of tyres required for scooters.
XT-9 and XT-9 Gold were introduced. Apollo tyres Ltd. while providing drivers with the crucial safety net. In fact. n other innovative moves. has another first to its credit being the first Tyre Manufacturing Company Worldwide to be certified for B7799 given for information security of IT systems. Apollo is the first tyre company to run customer loyalty and awareness programmes to enable them to derive optimal benefits from their Apollo farm tyres. there have been many such first in Apollo's cap. Later. Muzaffarpur .The philosophy then was 'one product fits all'. XT-9 is the only tyre in India to have sold more than one crore units. providing the superiority of the product.for truck tyres First Indian tyre company to segment the market on the basis of load and mileage requirements First Indian tyre company to introduce packaging for car and two-wheeler tyres and tubes First Indian tyre company to run a customer loyalty programme L. In later years. Another landmark has been the successful implementation of SAP across the organisation for better results and productivity. Loadstar and XT-7. and also the first to launch exclusive rural retail stores 'Apollo Tyre World' for truck tyres. the tyres truckers fitted on their vehicles were the same. products still enjoy consumer validation. products like Amar. It was a tyre called the Hercules which was the first of its kind.N. Team Apollo decided to known as the 'overload' segment and produce tyres which could withstand the extra load the vehicles were made to carry.Apollo Tyre World -.Mishra College of Business Management. Apart from enjoying the distinction of being the first tyre company to segment the market on the basis of load and mileage requirements. where regardless of the kind of usage. "People deliver innovation Innovations deliver success A few of the differences our people made" First Indian tyre company to launch exclusive branded outlets -. it has been the first to introduce packaging for car tyres and tubes and also the very first Indian company to introduce farm radial tyres.
First Indian tyre company to introduce radial tyres for the farm category First tyre company in India to obtain ISO Certification for all its operations First Indian tyre company to produce H. V and W-speed rated tubeless tyres First Indian tyre company to run HIV-AIDS awareness and prevention clinics for the trucking community First Indian tyre company to support the creation of an Emergency Medical Service in an Indian city First Indian tyre company to execute an overseas acquisition First Indian tyre company to reach a revenue of over US$ 1 billion 1975 Inception 1975 Registered as a company 1977 First plant commissioned in Perambra (Cochin.N. Maharashtra) 2000 Exclusive radial capacity established in Limda 2000 Established Apollo Tyres Health Care Clinic for HIV-AIDS awareness and prevention in Sanjay Gandhi Transport Nagar. Gujarat ) 1995 Acquired Premier Tyres in Kalamassery (Cochin. Delhi 2003 Expansion of passenger car radial capacity to 6. Muzaffarpur .600 tyres/day 2004 Production of India 's first H-speed rated tubeless passenger car radial tyres 2004 Support in setting up India 's first Emergency Medical Service in Baroda . Kerala) 1996 Exclusive tubes plant commissioned in Ranjangaon (Pune.000 tyres/day 2006 Expansion of passenger car range to include 4x4 and all-terrain tyres 2006 Acquired Dunlop Tyres International in South Africa and Zimbabwe 2006 Opening of Apollo Tyres Health Care Clinic in Ukkadam. Kerala) 1991 Second plant commissioned in Limda (Baroda. Tamil Nadu 2006 Launch of DuraTread.Mishra College of Business Management. Gujarat 2005 Apollo Tyres Health Care Clinics in Udaipur in Rajasthan and Kanpur in Uttar Pradesh 2006 Expansion of passenger car radial capacity to 10. treading material and solutions 2006 Launch of India's first range of ultra-high performance V and W-speed rated tyres 2007 Launch of Regal truck and bus radial tyres L.
L. Nearly all initiatives being taken at this point in time are geared to fuel this ambition. At home and abroad. high technology products but also through consistent organic and inorganic growth opportunities. retreaded tyres from Apollo 2007 Launch of the Apollo Tennis Initiative and Mission 2018 The Future At Apollo Tyres. Apollo's products are sold through a combination of outlets ranging from exclusive dealerships to multi-brand and branded retail outlets. Apollo has three tyre manufacturing facilities and one unit for the production of tubes and flaps in four locations based in West and South India. Therefore. If the company continues to grow at the current pace. in tyres and allied products. Continuous focus on cost control and operating efficiency remains the hallmark of the company. Adding to all this is the fact that radialisation in India is throwing up fresh opportunities. Therefore the future is optimistic with promises of a virtuous cycle of growth.N.2007 Launch of DuraTyre. Becoming a leader in the passenger car tyre segment is a priority as is the export of passenger car radials. Apollo is looking to not only consolidate its leadership position in various segments through newer. along with stock points at locations which allow for maximum customer reach and efficient supply chain management. Apollo dealer or business partners are also chosen with great care. Muzaffarpur . They set ambitious targets and believe in stretching themselves to outperform them. Apollo expected to reach the US$1 billion mark in less than five years. Apollo is now set to look overseas for new challenges.Mishra College of Business Management. the leadership position in the Indian market notwithstanding. as is the boom in road infrastructure and the completion of the Golden Quadrilateral and the North-South-East-West corridor. Apollo endeavour has been to have the widest spread of sales and regional offices. they believe in being in control of their destiny.
Mishra College of Business Management. Muzaffarpur .The continuous upgradation of dealer knowledge is in Apollo's interest and therefore their training is undertaken by the company. L. With a dedicated field sales.N. we feel that we are best positioned to meet the customer specific needs. technical and commercial force of 600.
From the hour of inception. Cochin and later on. its goal has been to foster development L. it has grown to a substantial height and stature at its present location at Limda.N.Mishra College of Business Management. Muzaffarpur . Baroda.Research and Development for Apollo Tyres The state-of-the-art Research & Development Centre had its birth at Perambra.
N.Mishra College of Business Management. Physics and Mathematics. Recently company has tie ups with IIT's & IIM's for Rubber (b) Financial Status of the Organization L. Currently. Muzaffarpur . the centre is aiming for further growth and is exploring unchartered areas of research in the field of Tyre Technology that will provide Apollo Tyres the edge in today's ultracompetitive global market scenario.and promote the evolution of new technologies in the field of Tyre Science & Technology. All the activities of the centre are extensively supported by a series of highly sophisticated equipment. experience and hard work. We have the facilities and expertise for: Development of compounds for improved performance Raw material development Analytical research Reverse engineering Advanced design using CAD FEA modeling of tyres Simulation testing of the designed product Product validity & reliability studies The different activities of the centre are being executed by a pool of specialists from the arena of Polymer Science. Textile Technology. this multidisciplinary team of scientists are devoted to lead the organisation towards an outstanding level of success. Through a synergistic blend of knowledge. Rubber Technology. which help the research scientists develop products as per customers' specific requirements. Technologies. Inorganic & Organic Chemistry.
Muzaffarpur .Mishra College of Business Management.OPERATING FINANCIAL HIGHLIGHTS L.N.
Muzaffarpur .L.Mishra College of Business Management.N.
(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
Ideal for moderate load applications Excellent traction for both on/off-road applications Strong steel belt with flexible sidewall for longer tyre life
Reinforced radial construction for long life Light truck construction for moderate loads Good traction on highway terrain
More tread rubber mass delivers high mileage Dual-bead construction for heavy load applications Very strong casing allows higher load-carrying and multiple retreads
L.N.Mishra College of Business Management, Muzaffarpur
special casing design with dual beads for heavy-load applications Optimised shoulder mass ensures cooler running and improved performance •
Reinforced bead for better load-carrying capacity Cap and base construction for higher mileage Cooler-running tyre for improved life and multiple retreads
High mileage in normal load applications Cooler-running tyre ensures long life and more retreads
Extra deep tread with cooler running for high mileage Superior cut-resistant tread compound ensures smooth wear and high casing
Superior cut-resistant tread compound ensures longer life and maximum casing value Stronger casing for high loads and multiple retreads
L.N.Mishra College of Business Management, Muzaffarpur
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
Excellent road grip and traction Designed for strength Reinforced casing and material ensures longer life and multiple retreadability
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
Performs well on both-carrying capacity Higher load-carrying capacity Excellent casing for multiple retreads
L.N.Mishra College of Business Management, Muzaffarpur
N. Muzaffarpur .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 Loadstar Super Key Features : Load capability Cut Resistance Low failures Casing Value Cargo : Sand/Stone chips Ores/coal Wood Marble/Granite Steel & iron Range.Mishra College of Business Management. Loadstar Super Gold Key Features : Load capability Cut Resistance Low failures Casing Value Cargo : Sand/Stone chips Ores/coal Wood Marble/Granite Steel & iron Load & Mileage Technology L. ..
XT-7 Key Features : Durable/Mileage Load carrying capacity. XT-7 Haulug Key Features : Durable/Mileage Load carrying capacity.. Less down time Cut resistance Casing value Cargo : Cement Frozen food Agri products Aluminium/ Copper Auto spares Potatoes Textiles Range.Mishra College of Business Management..N. Less down time Cut resistance Casing value Cargo : Cement Frozen food Agri products Aluminium/ Copper Auto spares Potatoes Textiles L. Muzaffarpur .
Mishra College of Business Management.N. Muzaffarpur .XT-7 Gold Key Features : Durable/Mileage Load carrying capacity. Less down time Cut resistance Casing value Cargo : Cement Frozen food Agri products Aluminium/ Copper Auto spares Potatoes Textiles 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 L.
.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 : Vehicle carrier Petroleum products Live stock ] Parcel Services LPG Cylinders Range.N. Champion DXL Key Features : Optimum Mileage Economic in Price Better Casing Value L.. Muzaffarpur .Mishra College of Business Management.
Mishra College of Business Management.Cargo : Bus Passengers Live & Stocks/Chicken feeds/Chicken Champion Gold Key Features : Optimum Mileage Retreadability Price Cargo : Vehicle carrier Petroleum products Live stock Parcel Services LPG Cylinders RIB Load & Mileage Technology L. Muzaffarpur .N.
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 Premium Mileage Technology L.N. Muzaffarpur .Mishra College of Business Management.
Muzaffarpur .Mishra College of Business Management.N.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 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 L.
(d) Competitors of the Organization List of competitors MRF CEAT BRIDGESTONE DUNLOP J.K.Tyre OTHERS GOODYEAR BIRLA L. Muzaffarpur .Mishra College of Business Management.N.
Mishra College of Business Management.Chapter 2 ORGANIZATIONAL STRUCTURE OF APOLLO Tyres Ltd. Muzaffarpur . L.N.
N. L. Zonal Heads and Divisional Heads) D iv . Muzaffarpur H ead In te rn a l A u d it M anager C o rp o ra te R e la tio n s .Mishra College of Business Management. H e a d Q u a lity C h ie f C o rp o ra te A ffa irs H ead IT ORGANIZATIONAL STRUCTURE OF APOLLO Tyres Ltd.C h ie f E x e c u tiv e O ffic e r C h ie f O p e ra tin g O ffic e r C h ie f In d ia n O p e ra tio n s C h ie f F in a n c ia l O ffic e r H ead P u rch ase U n it H e a d L im d a P la n t U n it H e a d K e ra la F a c to rie s U n it H e a d P u n e P la n t C h ie f R esearch & T e c h n o lo g y C h ie f G ro u p A d v is o ry S e rv ic e s C h ie f P ro je c ts C h ie f S tra te g y & B u s in e s s O p e ra tio n s C h ie f M a rk e tin g C h ie f H R NATIONAL SALES ORGANIZATION CHART (Head.
Muzaffarpur .M DCM RTSM ZM ZCM STSM→RM/SM RM RCI TE/PSE→DM SM SCI DM DCI IT JCO Chapter 3 L.NSH NCH NTH DIV.N.Mishra College of Business Management.
N.A THEORETICAL ASPECT OF BRAND IMAGE WITH RESPECT TO PRICE LEADERSHIP A THEORETICAL ASPECT OF BRAND IMAGE WITH RESPECT TO PRICE LEADERSHIP L. Muzaffarpur .Mishra College of Business Management.
and through the influence of advertising. Muzaffarpur . and design scheme that convey the essence of a company.Mishra College of Business Management. the marketing of entities which supply ideas or promises rather than product and services (e. Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service. The brand. A brand often includes an explicit logo. fonts. A brand is therefore one of the most valuable elements in an advertising theme. design. is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service. and even personality. symbols and sound which may be developed to represent implicit values. Concepts Some marketers distinguish the psychological aspect of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique.N. now being described as "cultural accessories and personal philosophies".A brand is a collection of images and ideas representing an economic producer. The key objective is to create a relationship of trust. product or service. as it demonstrates what the brand owner is able to offer in the L. logo. A brand serves to create associations and expectations among products made by a producer. more specifically. slogan. A brand is a symbolic embodiment of all the information connected to a company. and media commentary. political parties or religious organizations) may also be known as "branding". both directly relating to its use.g. In non-commercial contexts. The psychological aspect. sometimes referred to as the brand image. ideas. Marketers engaged in branding seek to develop or align the expectations behind the brand experience (see also brand promise). product or service. and "branding" and brand equity have become increasingly important components of culture and the economy. it refers to the descriptive verbal attributes and concrete symbols such as a name. color schemes.
marketplace. For example. but also for B2B (Business-to-Business). This approach works not only for consumer goods B2C (Business-to-Consumer). Disney has been successful at branding with their particular script font (originally created for Walt Disney's "signature" logo). Where two products resemble each other. but one of the products has no associated branding (such as a generic. it is said to have achieved brand franchise. see Philip Kotler & Waldemar Pfoertsch. store-branded product). as it often serves to denote a certain attractive quality or characteristic (see also brand promise). Muzaffarpur . A brand owner may seek to protect proprietary rights in relation to a brand name through trademark registration. The art of creating and maintaining a brand is called brand management. which it used in the logo. branded products or services also command higher prices. A brand which is widely known in the marketplace acquires brand recognition. people may often select the more expensive branded product on the basis of the quality of the brand or the reputation of the brand owner. Advertising spokespersons have also become part of some brands.N. although it is more correctly used to specifically denote written or spoken linguistic elements of a brand. for example: Mr. Consumers may look on branding as an important value added aspect of products or services. L. From the perspective of brand owners. One goal in brand recognition is the identification of a brand without the name of the company present. Brand name The brand name is often used interchangeably with "brand". if the brand name exclusively identifies the brand owner as the commercial source of products or services. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace.Mishra College of Business Management. In this context a "brand name" constitutes a type of trademark. Whipple of Charmin toilet tissue and Tony the Tiger of Kellogg's.
Muzaffarpur . organisation. which identifies what consumers should expect from all interactions with the brand. L. with externalization on the one side and internalization on the other. but also in terms of the values a brand carries in the eye of the consumer. Interactions may include employees. "culture (values)" and "consumer mentalisation". In this respect Kapferer positions brand personality as one factor within brand identity. as well as packaging and graphics. from common table salt to designer clothes. such as name and visual appearance. representatives. Brand identity How the brand owner wants the consumer to perceive the brand . "relationship" and "reflected consumer". Brand personality Brand personality is the attribution of human personality traits to a brand as a way to achieve differentiation. The brand owner will seek to bridge the gap between the brand image and the brand identity. Brand personality is usually built through long-term marketing. actual service or product quality or performance. product or service. Some practitioners however define brand identity as not only outward expression (or physical facet). Brand promise Brand promise is a statement from the brand owner to customers.and by extension the branded company. Brand identity may be defined as simply the outward expression of the brand. Brand identity is fundamental to consumer recognition and symbolizes the brand's differentiation from competitors. warmth. Such brand personality traits may include seriousness.The act of associating a product or service with a brand has become part of pop culture.Mishra College of Business Management. In 1992 Jean-Noel Kapferer developed the Brand Identity Prism. or imagination.N. On the internalization side brand identity consists of "personality". On the externalization side brand identity consists of "physical facet". Most products have some kind of brand identity. which charts the brand identity along a constructed source and constructed receiver axis.
A brand can be an intangible asset. especially in the case of consumer product brands. and Interbrand. Some campaign groups have thought to do this by deliberately subverting a brand’s image. existing client relationships). The brand promise is often strongly associated with the brand owner's name and/or logo. Brand value. Campaigning groups may deliberately target a company’s brand value to force a company into adopting a certain position or practices. or focusing on the message. states that tangible assets may account for less than five percent of a company’s market value. used by analysts to rationalize the difference between a company's "book value" and market value. Brand monopoly In economic terms the "brand" is.communication etc. and reflects the extent of brand franchise. in effect. a brand consultancy.g. a device to create a "monopoly" — or at least some form of "imperfect competition" — so that the brand owner can obtain some of the benefits which accrue to a monopoly or unique point of sale.Mishra College of Business Management. as pioneered by groups such as Adbusters. the ability of the company to attract and retain skilled and/or talented employees offering competitive salaries). Brand value may also arise in terms of staff retention benefits (e. may arise out of customer loyalty. Brand value Brand equity or brand value measures the total value of the brand to the brand owner. Up to 85 percent of a company’s market value might be intangible (for example know-how. most "branding" is L.N. creating a negative association among consumers. the market value of a company can far exceed its tangible assets (physical assets owned by the company. For example. logo or message. and its brand value can account for some of the difference. In this context. such as stock or machinery). Muzaffarpur . particularly those related to decreased price competition. This attack may be visual.
the saying. whatever its derivation. This is contrasted with family branding in which the products in a product line are given the same brand name. and Apple L. The "brand".N. is a very important investment for any organization Branding policies There are a number of possible policies: Company name Often. Attitude branding Attitude branding is the choice to represent a larger feeling. Safeway. Starbucks.established by promotional means. In all these contexts. That means that there are less Halo-effects and one can position all products differently without making trade-offs.Mishra College of Business Management. which is not necessarily connected with the product or consumption of the product at all. The Body Shop. This facilitates the positioning process.). is the marketing strategy of giving each product in a product portfolio its own unique brand name. However. especially in the industrial sector. Muzaffarpur . Individual branding Individual branding. also called multibranding. Marketing labeled as attitude branding include that of Nike. In this case a very strong brand name (or company name) is made the vehicle for a range of products or even a range of subsidiary brands. retailers' "own label" brands can be just as powerful. it is just the company's name which is promoted (leading to one of the most powerful statements of "branding". before the company's downgrading. The advantage of individual branding is that each product has a self image and identity that's unique. for it is essential that the brand names and trademarks are protected by all means available. there is also a legal dimension.
which means "No label. Derived brands In this case the supplier of a key component. quality goods" in English. used by a number of suppliers of the endproduct. for example. (sun-) glasses. in a market that is fragmented amongst a number of brands a supplier can choose deliberately to launch totally new brands in apparent competition with its own existing strong brand (and often with identical product characteristics). hotels. many fashion and designer companies extended brands into fragrances. Muzaffarpur .N. L. etc. Muji products are not branded. may wish to guarantee its own position by promoting that component as a brand in its own right. Other brands which are thought to follow a no-brand strategy like Muji. No Logo. attitude branding is described by Naomi Klein as a "fetish strategy". home textile. In the 2000 book. luggage. Multi-brands Alternatively. furniture. examples include the Japanese company Muji. Brand development In terms of existing products. home decor. Although there is a distinct Muji brand. does not brand its products.Mishra College of Business Management. "No-brand" branding Recently a number of companies have successfully pursued "No-Brand" strategies. This no-brand strategy means that little is spent on advertisement or classical marketing and Muji's success is attributed to the word-of-mouth. brands may be developed in a number of ways: Brand extension The existing strong brand name can be used as a vehicle for new or modified products. a simple shopping experience and the anti-brand movement. simply to soak up some of the share of the market which will in any case go to minor brands.Computer. shoes and accessories.
Procter & Gamble is a leading exponent of this philosophy. also emerged as a major factor in the marketplace. Small business brands Branding a small or medium sized business (SME) follows essentially the same principle a branding larger corporation. uses it to keep the very different parts of the business separate — from Sara Lee cakes through Kiwi polishes to L'Eggs pantyhose. of differing quality. to be sold without confusing the consumer's perception of what business the company is in or diluting higher quality products. running as many as ten detergent brands in the US market. Individual brand names naturally allow greater flexibility by permitting a variety of different products. and may outperform those products that are not otherwise strongly branded. Own brands and generics With the emergence of strong retailers the "own brand". however there are many examples of small businesses that became very successful due to branding. Once again. Sara Lee. The main differences being that small businesses usually have a smaller market and have less reach than larger brands. a supplier pioneering a new market which it believes will be particularly attractive may choose immediately to launch a second brand in competition with its first. L. This also increases the total number of "facings" it receives on supermarket shelves. on the other hand.The rationale is that having 3 out of 12 brands in such a market will give a greater overall share than having 1 out of 10 (even if much of the share of these new brands is taken from the existing one). Some people argue that it is not possible to brand a small business.N. Muzaffarpur . a retailer's own branded product (or service). in order to pre-empt others entering the market. Where the retailer has a particularly strong this "own brand" may be able to compete against even the strongest brand leaders.Mishra College of Business Management. In its most extreme manifestation.
Mishra College of Business Management. however.. the plain packaging (which was. been seen more in the pressure they have been able to exert on the owners of even the strongest brands (and in particular on the owners of the weaker third and fourth brands). especially. probably as an outgrowth of consumerism. These made a positive virtue of saving the cost of almost all marketing activities. emphasizing the lack of advertising and. perhaps.Concerns were raised that such "own brands" might displace all other brands. Relationship marketing has been applied most often to meet the wishes of such large customers (and indeed has been demanded by them as recognition of their buying power). "generic" (that is.in which they take into account all the needs of a retailer in a product category rather than more narrowly focusing on their own brand. The strength of the retailers has. ********** L. Muzaffarpur . Some of the more active marketers have now also switched to 'category marketing' . At the same time. but the evidence is that — at least in supermarkets and department stores — consumers generally expect to see on display something over 50 per cent (and preferably over 60 per cent) of brands other than those of the retailer. effectively unbranded goods) have also emerged. often simply a vehicle for a different kind of image).N.
Mishra College of Business Management. Muzaffarpur .N.Chapter 4 DATA ANALYSIS AND INTERPRETATION L.
Muzaffarpur .L.N.Mishra College of Business Management.
Customers want the new and improved product that comes about competitor. It provides good tyres to their customers. and large number of fitment survey. To serve this purpose "Apollo Tyres" has Research and development department which develops new products as per the demand of the market. The sample size was 65 from the Vehicle owner. My extensive survey is based on questionnaire having closed ended questions given by the organization "Apollo Tyres".Mishra College of Business Management. Muzaffarpur .N. During conducting survey views of the customers who have heavy motor vehicle presently. A company may obtain new product development in company's own research and development.DATA ANALYSIS AND INTERPRETATION Due to rapid changes in Technology. Main view was given to know the satisfaction/dissatisfaction of the customer who are presently using Tyres from their existing company as well as what is their main expectation from Apollo Tyres. To improvise this products or services they collects information from the research person about their competitors products. Apollo Tyres is the largest tyre manufacturing company in India. L. Competitor and Consumer preferences a company can not to stick solely with its existing products and services.
Muzaffarpur . Ceat Birla Others No.K.K.Mishra College of Business Management. Which Brand of Tyres you use in Lug Pattern ? Company Name Apollo MRF J. Ceat Birla Others L.N.QUESTIONNAIR BASED FEEDBACK 1. of Respondents 60 50 35 25 20 10 Brand of Tyres you use in Lug Pattern 10% 13% 5% 29% 18% 25% Apollo MRF J.
Which Brand you use in RIB Pattern ? Company Name Apollo MRF J.K. Ceat Birla Others L.Mishra College of Business Management.K. Ceat Birla Others No.N. of Respondents 60 50 35 25 20 10 Brand of Tyres you use in Rib Pattern 10% 13% 5% 29% 18% 25% Apollo MRF J. Muzaffarpur .2.
3. rank the following ? Company Name Quality Mileage Retred ability Claim Settlement Price Ranking 1 2 3 4 5 Percentage 52% 25% 10% 8% 5% L.Mishra College of Business Management. Muzaffarpur . In case of Apollo.N.
Your Purchase on : L.Mishra College of Business Management. Muzaffarpur .N. Have you heard 2 days "Claim Samadhan" by Apollo ? No.4. of Respondents yes No heard 2 days "Claim Samadhan" by Apollo 150 50 25% Yes No 75% 6. of Respondents 65 55 45 35 In case of other Brand what is the reason for choosing other brand 18% 32% Price Sensitivity Mileage 23% 27% Service (after sale) Credit 5. In case of other Brand what is the reason for choosing other brand ? Reason Price Sensitivity Mileage Service (after sale) Credit No.
of Respondents 50 100 50 Company's Dealer help in choosing the Brand 25% 25% Yes No Both 50% L.Cash Credit Both No. Does Company's Dealer help in choosing the Brand as per your requirement ? Yes No Both No.Mishra College of Business Management. Muzaffarpur .N. of Respondents 50 50 100 Your Purchase on 25% Cash Credit 50% 25% Both 7.
K. MRF Birla Ceat MARKET SHARE OF AS PER FITTMENT SURVEY L. Ceat Birla Total Sales Tyres 104 50 20 16 10 200 % 52% 25% 10% 8% 5% 100% Market share of different company in Muzaffarpur 5% 8% 25% 52% 10% Apollo J.K.8.N. Following table shows Market share of different company in Muzaffarpur. Muzaffarpur .Mishra College of Business Management. Company Name Apollo MRF J.
N.Mishra College of Business Management. Ceat Birla Other Total 200 98 35 19 18 30 400 50% 24.50% 8. Muzaffarpur .75% 5% 4.Company Name Fitted Tyres % Share Apollo MRF J.50% 100% MARKET SHARE AS PER FITTMENT SURVEYINLOCAL MARKET FOR LUG L.K.50% 7.
N. Ceat Birla Other Total LUG 100 50 20 10 10 10 200 % Share in lug tyres 50% 25% 10% 5% 5% 5% 100% MARKET SHARE AS PER FITTMENT SURVEYINLOCAL MARKET FOR RIB TYRE Company Name Apollo MRF J.K.5% L.K.Company Name Apollo MRF J. Muzaffarpur . RIB 100 48 15 % Share in lug tyres 50% 24% 7.Mishra College of Business Management.
Mishra College of Business Management.Ceat Birla Other Total 9 8 20 200 4.5% 4% 10% 100% Chapter 6 L.N. Muzaffarpur .
Ceat. Most of the customers are satisfied with Appox 70% customers have positive and 30% customers have negative attitude Customer's awareness level is better at Muzaffarpur area. L.Conclusion & Suggestions References Appendices Conclusion & Suggestions Conclusion After conducting six weeks survey at Muzaffarpur I have reached these conclusion. the performance of both tyres.Mishra College of Business Management.N. Apollo Tyres brand XT-7 and Amar are market leader at Muzaffarpur Urban XT-7 is Lug tyres and Amar RIB tyres. the claim within 2 days. Birls.K. Muzaffarpur . in support of preference of Apollo tyre at Muzaffarpur. and Rural Area. Apollo tyre is the market leader in the LCV&SCV segment followed by MRF.. Apollo tyres is the first tyre company which has launched new scheme to solve J.
Most of the customers are unsatisfied with this scheme. Because dealers do not provide them this type of facility at their disposal.Mishra College of Business Management.N. L. Muzaffarpur .
Company should give special attention after sales service of their customers. REFERENCES Marketing Management Statistical Investigation Kotler Philip Gupta B.Mishra College of Business Management. L. So company should pay attention in their mind on price.N. It is good technique for sales promotions. Muzaffarpur . Company should provide more mileage of tyres because overloading has been imposed by the government.N. They see their margin of profit alone. Some consumer are unsatisfied with the price because competitors product price are less than Apollo. The problem of Apollo consumers are lack of adequate promotional schemes. Dealers don't provide adequate information in the support of the Apollo brands.Suggestions :The suggestions from the consumers to the tyre company are following. Company should provide credit facility because customer demands this type of facility. Some schemes should be provided by company.
.........................................................................apollotyres................ Address : ........... L............. ......N................................... Fuld Assel Henry Questionnaire (1) (2) Name of respondent: ..... M.. Muzaffarpur ..................................................................com - Leonard..........Mishra College of Business Management...............................Monitoring the competition Consumer behavior and action Magazines and Reports Business World Business India Advertising Marketing www..............
.............................. ......................... No Credit c) Both (8) In case other brand what is the co region for choosing other brand a) c) (9) (10) Have you heard 2 days "Claim Settlement" by Apollo........ ....N... Claim Settlement ............. Yes Cash b) d) (b) b) ....Mishra College of Business Management..... : ............... Muzaffarpur Yes (b) No In case of not using Apollo Brand reason for it........................ rank the following according to priority :a) b) c) d) e) .... ...................... Others J.............(3) (4) Contact No............... (a) a) Your Purchase on : (11) (12) Does Company's Dealer help in choosing the Brand as per your requirement? (a) a) b) c) d) L...................... ....... Retread ability .................... . .........K.................................... (c) 3 (5) Which Brand of tyres you use in Lug Pattern ? (a) (d) (6) Which Brand you use in Rib Pattern ? (a) (d) (7) In case of Apollo......... How many vehicle you have (LCV/SCV) ? (a) (d) 1 4 Apollo Ceat Apollo Ceat Mileage Price Quality (b) (e) (b) (e) (b) (e) 2 above 4 MRF Birla MRF Birla (c) (f) (c) J........K...................................................................................
L. Muzaffarpur .N.Mishra College of Business Management.
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