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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
[Md. Nishat Alam] L. 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.Mishra College of Business Management.N. Muzaffarpur . philosophy and procedures.
Chapter 02. 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.Mishra College of Business Management. Chapter 06. at Muzaffarpur. Chapter 04.CONTENTS Guide Certificate Acknowledgement Preface TOPIC Page No. 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 05.N. A Theoretical Aspect of Brand Image with respect to Price Leadership. Muzaffarpur . Data Analysis and Interpretation Conclusions & Suggestions Questionnaire Bibliography L. Organizational Structure of Apollo Tyres Ltd.
Mishra College of Business Management.N. 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 introduction as well as completion of the study is STUDY OF BRAND IMAGE with respect to Price Leadership for APOLLO L. & S.Mishra College of Business Management.V Tyres. L. One of the important aspects of this study is also to increase the market segment for the products. Muzaffarpur.C. The main scope of this study is to ascertain various methods to increase the sales volume of the concern. Muzaffarpur .V. creating a brand position in the market and taking measures to make the brand remain in its position.N.C. The study centered to take strategic decisions in support of APOLLO TYRES in the field of marketing. The method includes regular product information to the buyers. at Muzaffarpur.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.
The objective of study is to describe the unique characteristics of Apollo Tyres in Comparison to others.N. 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 their ideas about future purchasing of Apollo Tyres. I have collected some important information for (about) Apollo Tyers ltd. I have to complete this part also. Muzaffarpur . at Muzaffarpur. The main objective of study is to present conclusion and necessary suggestions regarding consumer awareness relating to Apollo Tyres.Mishra College of Business Management. This is important of management. and betterment of its Sale. This increase penetrability in the market. During this practical exposure of Six Weeks. To collect the information and their attitude from Tyres customers. The purpose of the study is to explore the market of Apollo Tyres Ltd. 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.(a) Objective of the Study:Such a study is part of my curriculum to complete management Studies. So while taking part in the practical exposure by joining Apollo Tyres Limited for six weeks training. L. To know the awareness level of customers of Apollo Tyres specially. I am fulfilling the objectives of my curriculum.
Research on Promotional Policies of Apollo Tyres Research on pricing of Apollo Tyres. Marketing survey has wide scope and covers all aspects of marketing. It is concerned with Sales and Distribution of Apollo Tyres. "Consumer Preference". It can be termed as the balance wheel as the marketing system which harmonies the study and demand factors. Last but not the least Brand Image of Apollo in market L.N. Broadly its scope can be classified in the following categories : It is concerned with product of Apollo Tyres.Mishra College of Business Management. Muzaffarpur . Business Economics Research of Apollo Tyres It is concerned with Buying behaviour of Apollo Tyres.b) Scope of the Study The scope of marketing research can be pointed out by a single word.
which were well known to the different departments and branches of the company.Mishra College of Business Management. Muzaffarpur . ii) Documentary Observations :Secondary sources like books. iii) Field Observation :During the training period I visited Muzaffarpur market being sent by Apollo Tyres Ltd. methods were followed which were found to be most important :i) Personal Discussion :A lot of information on the subject. these information from their respective heads. Academic went to these depts. 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. L. And branches together. were prevalent. Muzaffarpur to observe how the marketing operations were being performed there. journals published and unpublished materials from different departments of the company were consulted.N.c) Methodology of the Study During the entire study.
(i)Unusual price increase like 810% in last 3 months. Muzaffarpur . Golden Card (which was a govt.(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 :.g. L. authorised taken for overload) was withdrawn for transporters.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.Mishra College of Business Management. of Bihar e.
Mishra College of Business Management.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.N. Muzaffarpur .
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. the then core team. In 1976. Apollo wiped out its net worth and became a BIFR company during the Emergency years. However. Marattukalam. Muzaffarpur . Apollo's first manufacturing facility (often referred to as the 'mother plant') is in Perambra. The first 20 years of the company's existence were not easy. trucks and cars. quality and sheer determination. symbolising the creation of light. The history of Apollo Tyres dates back to 1974 when it was incorporated as a company in Cochin. Apollo Tyres was returned to its owners during the Janata Government. due to the huge investments required. Therefore. And like the Greek charioteer. Raunaq Singh. However. Cochin by Mr. 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. led by Onkar Singh Kanwar.000 each of tyres and tubes. Kerala through the purchase of a licence from the Ruby Rubber Works. integrity. hence knowledge and truth. soon after its inception. 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. At the time. Cochin where production commenced in 1977 with an installed capacity of 420. Mathew T. Modi Tyres had an overwhelming market share and reputation. 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. the company was taken over by Dr.Mishra College of Business Management. L. Jacob Thomas and his associates.N. Apollo Tyres has stood the test of time on the four pillars of vision.
n other innovative moves. and also the first to launch exclusive rural retail stores 'Apollo Tyre World' for truck tyres. 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. providing the superiority of the product. In fact. where regardless of the kind of usage. products like Amar. It was a tyre called the Hercules which was the first of its kind. Later.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.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.Mishra College of Business Management. In later years. the tyres truckers fitted on their vehicles were the same. 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. Loadstar and XT-7. Apart from enjoying the distinction of being the first tyre company to segment the market on the basis of load and mileage requirements. products still enjoy consumer validation. Apollo tyres Ltd. "People deliver innovation Innovations deliver success A few of the differences our people made" First Indian tyre company to launch exclusive branded outlets -. XT-9 is the only tyre in India to have sold more than one crore units. while providing drivers with the crucial safety net. Another landmark has been the successful implementation of SAP across the organisation for better results and productivity.The philosophy then was 'one product fits all'. there have been many such first in Apollo's cap. Muzaffarpur .Apollo Tyre World -. XT-9 and XT-9 Gold were introduced.
Tamil Nadu 2006 Launch of DuraTread.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. 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. Muzaffarpur . 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.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.N. Kerala) 1991 Second plant commissioned in Limda (Baroda.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 .Mishra College of Business Management. 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. 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. Gujarat ) 1995 Acquired Premier Tyres in Kalamassery (Cochin. Delhi 2003 Expansion of passenger car radial capacity to 6. Kerala) 1996 Exclusive tubes plant commissioned in Ranjangaon (Pune.
Nearly all initiatives being taken at this point in time are geared to fuel this ambition.Mishra College of Business Management. 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. L. Becoming a leader in the passenger car tyre segment is a priority as is the export of passenger car radials. retreaded tyres from Apollo 2007 Launch of the Apollo Tennis Initiative and Mission 2018 The Future At Apollo Tyres. Continuous focus on cost control and operating efficiency remains the hallmark of the company. along with stock points at locations which allow for maximum customer reach and efficient supply chain management. high technology products but also through consistent organic and inorganic growth opportunities. in tyres and allied products. If the company continues to grow at the current pace. Apollo expected to reach the US$1 billion mark in less than five years. Apollo is now set to look overseas for new challenges. they believe in being in control of their destiny. Apollo dealer or business partners are also chosen with great care. as is the boom in road infrastructure and the completion of the Golden Quadrilateral and the North-South-East-West corridor.N.2007 Launch of DuraTyre. Adding to all this is the fact that radialisation in India is throwing up fresh opportunities. Therefore. At home and abroad. Therefore the future is optimistic with promises of a virtuous cycle of growth. Apollo is looking to not only consolidate its leadership position in various segments through newer. the leadership position in the Indian market notwithstanding. Apollo's products are sold through a combination of outlets ranging from exclusive dealerships to multi-brand and branded retail outlets. They set ambitious targets and believe in stretching themselves to outperform them. Apollo endeavour has been to have the widest spread of sales and regional offices. Muzaffarpur .
Mishra College of Business Management.The continuous upgradation of dealer knowledge is in Apollo's interest and therefore their training is undertaken by the company. we feel that we are best positioned to meet the customer specific needs. With a dedicated field sales. L. technical and commercial force of 600. Muzaffarpur .N.
Mishra College of Business Management. it has grown to a substantial height and stature at its present location at Limda. Muzaffarpur . From the hour of inception. Cochin and later on. Baroda.Research and Development for Apollo Tyres The state-of-the-art Research & Development Centre had its birth at Perambra. its goal has been to foster development L.N.
N. Inorganic & Organic Chemistry. Currently.Mishra College of Business Management. Technologies. Recently company has tie ups with IIT's & IIM's for Rubber (b) Financial Status of the Organization L. Textile Technology. All the activities of the centre are extensively supported by a series of highly sophisticated equipment. 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. this multidisciplinary team of scientists are devoted to lead the organisation towards an outstanding level of success. Muzaffarpur . experience and hard work.and promote the evolution of new technologies in the field of Tyre Science & Technology. which help the research scientists develop products as per customers' specific requirements. Rubber Technology. Through a synergistic blend of knowledge. Physics and Mathematics. 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.
OPERATING FINANCIAL HIGHLIGHTS L. Muzaffarpur .N.Mishra College of Business Management.
N.L.Mishra College of Business Management. Muzaffarpur .
(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
Muzaffarpur . .N.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..
Mishra College of Business Management.. Less down time Cut resistance Casing value Cargo : Cement Frozen food Agri products Aluminium/ Copper Auto spares Potatoes Textiles Range.XT-7 Key Features : Durable/Mileage Load carrying capacity. XT-7 Haulug Key Features : Durable/Mileage Load carrying capacity.N. Less down time Cut resistance Casing value Cargo : Cement Frozen food Agri products Aluminium/ Copper Auto spares Potatoes Textiles L.. Muzaffarpur .
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-7 Gold Key Features : Durable/Mileage Load carrying capacity. Muzaffarpur .Mishra College of Business Management.N.
.N..Mishra College of Business Management. Champion DXL Key Features : Optimum Mileage Economic in Price Better Casing Value L. Muzaffarpur .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.
Muzaffarpur .N.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.
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.Mishra College of Business Management. Muzaffarpur .
Muzaffarpur .N.Mishra College of Business Management.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.
Tyre OTHERS GOODYEAR BIRLA L.K.N.Mishra College of Business Management. Muzaffarpur .(d) Competitors of the Organization List of competitors MRF CEAT BRIDGESTONE DUNLOP J.
L.N.Chapter 2 ORGANIZATIONAL STRUCTURE OF APOLLO Tyres Ltd. Muzaffarpur .Mishra College of Business Management.
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 . L.N. 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. Zonal Heads and Divisional Heads) D iv .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.Mishra College of Business Management.
Mishra College of Business Management.M DCM RTSM ZM ZCM STSM→RM/SM RM RCI TE/PSE→DM SM SCI DM DCI IT JCO Chapter 3 L. Muzaffarpur .NSH NCH NTH DIV.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.N.
design.Mishra College of Business Management. and media commentary. In non-commercial contexts. Marketers engaged in branding seek to develop or align the expectations behind the brand experience (see also brand promise). slogan. the marketing of entities which supply ideas or promises rather than product and services (e.g. sometimes referred to as the brand image. more specifically. color schemes. Muzaffarpur . and through the influence of advertising. political parties or religious organizations) may also be known as "branding". and even personality.A brand is a collection of images and ideas representing an economic producer. A brand is a symbolic embodiment of all the information connected to a company. creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. and "branding" and brand equity have become increasingly important components of culture and the economy.N. A brand often includes an explicit logo. is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service. product or service. as it demonstrates what the brand owner is able to offer in the L. and design scheme that convey the essence of a company. logo. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. A brand is therefore one of the most valuable elements in an advertising theme. both directly relating to its use. A brand serves to create associations and expectations among products made by a producer. The key objective is to create a relationship of trust. symbols and sound which may be developed to represent implicit values. Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service. fonts. product or service. it refers to the descriptive verbal attributes and concrete symbols such as a name. The psychological aspect. Concepts Some marketers distinguish the psychological aspect of a brand from the experiential aspect. The brand. ideas. now being described as "cultural accessories and personal philosophies".
The art of creating and maintaining a brand is called brand management. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace.N. One goal in brand recognition is the identification of a brand without the name of the company present. as it often serves to denote a certain attractive quality or characteristic (see also brand promise). From the perspective of brand owners.Mishra College of Business Management. Where two products resemble each other. for example: Mr. if the brand name exclusively identifies the brand owner as the commercial source of products or services. but one of the products has no associated branding (such as a generic. 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. Brand name The brand name is often used interchangeably with "brand". Whipple of Charmin toilet tissue and Tony the Tiger of Kellogg's.marketplace. L. see Philip Kotler & Waldemar Pfoertsch. but also for B2B (Business-to-Business). branded products or services also command higher prices. store-branded product). Consumers may look on branding as an important value added aspect of products or services. although it is more correctly used to specifically denote written or spoken linguistic elements of a brand. which it used in the logo. it is said to have achieved brand franchise. In this context a "brand name" constitutes a type of trademark. Muzaffarpur . This approach works not only for consumer goods B2C (Business-to-Consumer). For example. A brand which is widely known in the marketplace acquires brand recognition. Disney has been successful at branding with their particular script font (originally created for Walt Disney's "signature" logo). A brand owner may seek to protect proprietary rights in relation to a brand name through trademark registration.
Interactions may include employees. "relationship" and "reflected consumer". representatives. L. Brand identity How the brand owner wants the consumer to perceive the brand . Brand identity may be defined as simply the outward expression of the brand. or imagination.Mishra College of Business Management. warmth. On the internalization side brand identity consists of "personality". such as name and visual appearance. but also in terms of the values a brand carries in the eye of the consumer. "culture (values)" and "consumer mentalisation". Brand personality is usually built through long-term marketing. product or service. which charts the brand identity along a constructed source and constructed receiver axis.The act of associating a product or service with a brand has become part of pop culture. Brand personality Brand personality is the attribution of human personality traits to a brand as a way to achieve differentiation. On the externalization side brand identity consists of "physical facet". Brand promise Brand promise is a statement from the brand owner to customers. In this respect Kapferer positions brand personality as one factor within brand identity. The brand owner will seek to bridge the gap between the brand image and the brand identity. Brand identity is fundamental to consumer recognition and symbolizes the brand's differentiation from competitors. In 1992 Jean-Noel Kapferer developed the Brand Identity Prism. Such brand personality traits may include seriousness.N. Muzaffarpur . Most products have some kind of brand identity. which identifies what consumers should expect from all interactions with the brand. actual service or product quality or performance. with externalization on the one side and internalization on the other. from common table salt to designer clothes. organisation.and by extension the branded company. as well as packaging and graphics. Some practitioners however define brand identity as not only outward expression (or physical facet).
g. and its brand value can account for some of the difference. a brand consultancy. in effect. Brand value. the ability of the company to attract and retain skilled and/or talented employees offering competitive salaries). especially in the case of consumer product brands. states that tangible assets may account for less than five percent of a company’s market value. Muzaffarpur . Up to 85 percent of a company’s market value might be intangible (for example know-how. Some campaign groups have thought to do this by deliberately subverting a brand’s image. creating a negative association among consumers. For example. A brand can be an intangible asset.communication etc. used by analysts to rationalize the difference between a company's "book value" and market value. This attack may be visual. may arise out of customer loyalty. Brand value may also arise in terms of staff retention benefits (e.N. particularly those related to decreased price competition. existing client relationships). most "branding" is L. such as stock or machinery).Mishra College of Business Management. logo or message. Brand monopoly In economic terms the "brand" is. 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. Brand value Brand equity or brand value measures the total value of the brand to the brand owner. Campaigning groups may deliberately target a company’s brand value to force a company into adopting a certain position or practices. and reflects the extent of brand franchise. In this context. and Interbrand. as pioneered by groups such as Adbusters. the market value of a company can far exceed its tangible assets (physical assets owned by the company. The brand promise is often strongly associated with the brand owner's name and/or logo. or focusing on the message.
and Apple L. is the marketing strategy of giving each product in a product portfolio its own unique brand name. In all these contexts. Starbucks.established by promotional means. The Body Shop. This facilitates the positioning process. The "brand". Individual branding Individual branding. especially in the industrial sector. Marketing labeled as attitude branding include that of Nike.). is a very important investment for any organization Branding policies There are a number of possible policies: Company name Often. 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.Mishra College of Business Management. the saying. which is not necessarily connected with the product or consumption of the product at all. retailers' "own label" brands can be just as powerful. That means that there are less Halo-effects and one can position all products differently without making trade-offs. 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. there is also a legal dimension. also called multibranding. Muzaffarpur . whatever its derivation. Safeway. This is contrasted with family branding in which the products in a product line are given the same brand name. for it is essential that the brand names and trademarks are protected by all means available. Attitude branding Attitude branding is the choice to represent a larger feeling. However.N. The advantage of individual branding is that each product has a self image and identity that's unique.
Brand development In terms of existing products. examples include the Japanese company Muji. a simple shopping experience and the anti-brand movement. shoes and accessories. home decor.N. 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). Muzaffarpur . hotels. does not brand its products. furniture. attitude branding is described by Naomi Klein as a "fetish strategy". luggage. home textile. many fashion and designer companies extended brands into fragrances. may wish to guarantee its own position by promoting that component as a brand in its own right. (sun-) glasses. 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.Computer. Multi-brands Alternatively. Other brands which are thought to follow a no-brand strategy like Muji. etc. Derived brands In this case the supplier of a key component. used by a number of suppliers of the endproduct. Muji products are not branded.Mishra College of Business Management. No Logo. quality goods" in English. "No-brand" branding Recently a number of companies have successfully pursued "No-Brand" strategies. In the 2000 book. simply to soak up some of the share of the market which will in any case go to minor brands. which means "No label. Although there is a distinct Muji brand. for example. 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. L.
also emerged as a major factor in the marketplace. Individual brand names naturally allow greater flexibility by permitting a variety of different products. Muzaffarpur . Once again. to be sold without confusing the consumer's perception of what business the company is in or diluting higher quality products. a retailer's own branded product (or service). Procter & Gamble is a leading exponent of this philosophy.N. Own brands and generics With the emergence of strong retailers the "own brand". In its most extreme manifestation. running as many as ten detergent brands in the US market. on the other hand. Where the retailer has a particularly strong this "own brand" may be able to compete against even the strongest brand leaders. 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. 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. The main differences being that small businesses usually have a smaller market and have less reach than larger brands. of differing quality. and may outperform those products that are not otherwise strongly branded. Some people argue that it is not possible to brand a small business. This also increases the total number of "facings" it receives on supermarket shelves. in order to pre-empt others entering the market. however there are many examples of small businesses that became very successful due to branding. L.Mishra College of Business Management.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). Sara Lee.
N.. 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). probably as an outgrowth of consumerism. The strength of the retailers has. At the same time.Concerns were raised that such "own brands" might displace all other brands. often simply a vehicle for a different kind of image). "generic" (that is. These made a positive virtue of saving the cost of almost all marketing activities. 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). Muzaffarpur . 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. perhaps.Mishra College of Business Management. emphasizing the lack of advertising and. Some of the more active marketers have now also switched to 'category marketing' . ********** L.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. especially. however.
Mishra College of Business Management. Muzaffarpur .N.Chapter 4 DATA ANALYSIS AND INTERPRETATION L.
N.L.Mishra College of Business Management. Muzaffarpur .
To improvise this products or services they collects information from the research person about their competitors products. L. During conducting survey views of the customers who have heavy motor vehicle presently. 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.Mishra College of Business Management. A company may obtain new product development in company's own research and development. My extensive survey is based on questionnaire having closed ended questions given by the organization "Apollo Tyres". Customers want the new and improved product that comes about competitor. The sample size was 65 from the Vehicle owner. 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. Competitor and Consumer preferences a company can not to stick solely with its existing products and services.N.DATA ANALYSIS AND INTERPRETATION Due to rapid changes in Technology. Muzaffarpur . Apollo Tyres is the largest tyre manufacturing company in India.
Mishra College of Business Management.N. Ceat Birla Others No. Ceat Birla Others L.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 of Tyres you use in Lug Pattern ? Company Name Apollo MRF J.K.K. Muzaffarpur .
Mishra College of Business Management.2.K.K. 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. Ceat Birla Others L. Which Brand you use in RIB Pattern ? Company Name Apollo MRF J. Ceat Birla Others No. Muzaffarpur .N.
Mishra College of Business Management. In case of Apollo.N. Muzaffarpur .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.
N. 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. of Respondents yes No heard 2 days "Claim Samadhan" by Apollo 150 50 25% Yes No 75% 6. Muzaffarpur .4. Have you heard 2 days "Claim Samadhan" by Apollo ? No.Mishra College of Business Management. In case of other Brand what is the reason for choosing other brand ? Reason Price Sensitivity Mileage Service (after sale) Credit No. Your Purchase on : L.
of Respondents 50 100 50 Company's Dealer help in choosing the Brand 25% 25% Yes No Both 50% L. Does Company's Dealer help in choosing the Brand as per your requirement ? Yes No Both No.N.Cash Credit Both No.Mishra College of Business Management. of Respondents 50 50 100 Your Purchase on 25% Cash Credit 50% 25% Both 7. Muzaffarpur .
8. Muzaffarpur .K. Following table shows Market share of different company in Muzaffarpur.N. MRF Birla Ceat MARKET SHARE OF AS PER FITTMENT SURVEY L.Mishra College of Business Management. Company Name Apollo MRF J. 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.
Muzaffarpur .Mishra College of Business Management.75% 5% 4.50% 7.50% 100% MARKET SHARE AS PER FITTMENT SURVEYINLOCAL MARKET FOR LUG L.Company Name Fitted Tyres % Share Apollo MRF J.50% 8.N.K. Ceat Birla Other Total 200 98 35 19 18 30 400 50% 24.
K. RIB 100 48 15 % Share in lug tyres 50% 24% 7.K.N.Company Name Apollo MRF J.5% L. Muzaffarpur .Mishra College of Business Management. 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.
N.Ceat Birla Other Total 9 8 20 200 4. Muzaffarpur .5% 4% 10% 100% Chapter 6 L.Mishra College of Business Management.
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. Apollo Tyres brand XT-7 and Amar are market leader at Muzaffarpur Urban XT-7 is Lug tyres and Amar RIB tyres. Apollo tyre is the market leader in the LCV&SCV segment followed by MRF. Muzaffarpur .K. Ceat. in support of preference of Apollo tyre at Muzaffarpur. L. Birls.Mishra College of Business Management.Conclusion & Suggestions References Appendices Conclusion & Suggestions Conclusion After conducting six weeks survey at Muzaffarpur I have reached these conclusion. the claim within 2 days.. and Rural Area. the performance of both tyres. Apollo tyres is the first tyre company which has launched new scheme to solve J.N.
Muzaffarpur . L.Mishra College of Business Management. Because dealers do not provide them this type of facility at their disposal.N. Most of the customers are unsatisfied with this scheme.
N. The problem of Apollo consumers are lack of adequate promotional schemes. Some consumer are unsatisfied with the price because competitors product price are less than Apollo. Dealers don't provide adequate information in the support of the Apollo brands. Company should provide more mileage of tyres because overloading has been imposed by the government. They see their margin of profit alone. Company should provide credit facility because customer demands this type of facility. It is good technique for sales promotions.N. REFERENCES Marketing Management Statistical Investigation Kotler Philip Gupta B.Mishra College of Business Management. So company should pay attention in their mind on price. L. Muzaffarpur .Suggestions :The suggestions from the consumers to the tyre company are following. Company should give special attention after sales service of their customers. Some schemes should be provided by company.
..... M...........................................................................N...... L......................................................... Muzaffarpur ...............Monitoring the competition Consumer behavior and action Magazines and Reports Business World Business India Advertising Marketing www..................... ............ Fuld Assel Henry Questionnaire (1) (2) Name of respondent: ....apollotyres... Address : ....................................................................com - Leonard.....Mishra College of Business Management...........
(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.................................................... 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. Retread ability ........... ............ ............. Muzaffarpur Yes (b) No In case of not using Apollo Brand reason for it..... Yes Cash b) d) (b) b) ............................. rank the following according to priority :a) b) c) d) e) ......................................... ..................................... .. 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........Mishra College of Business Management...... : ..K.........................K........................(3) (4) Contact No............................. Others J......... ..........N............ . Claim Settlement .................................................. (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.
Muzaffarpur .Mishra College of Business Management.N. L.