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“Market Share of Apollo Tyres in Passenger car radial
In Varanasi area ”
APOLLO TYRES LIMITED.
Under the supervision of
Under the guidance of:
MBA 3rd Sem (2009-10)
B.B.S. Institute Of Management Studies
In this project I have studied “Market Share of Apollo tyres in passenger car radial in Varanasi area.’’ Apollo tyres are manufactured by Apollo tyres ltd. In this competitive era of marketing where the satisfaction of customers towards the product has become first priority. It is very important to analyse the customers’ behavior. Every company determines the price of its products, sales promotion etc. according to the market requirement. Direct marketing is one of the effective medium sales promotion because it is directly related to customers. With the help of direct marketing company enhances is totally customer oriented. its brand image. Without putting customers on top, no company can get success. To get success every company should target customers because market
PREFACE 4 .This project report evaluates the position of Apollo tyres in Varanasi market and the role of direct & indirect marketing. Finally I have given some views and suggestion to the company for its market strategy.
5 . which will be difficult to overcome without any first-hand experience of business. a person is incomplete if not subjected to practical exposure of real corporate world .A program. research program has been designed to make the person aware of happenings of the real business world. I got an opportunity to apply my theoretical knowledge and meaningful concept to actual business condition and to familiarize with the marketing activities of the products .He may have to face hurdles. we worked upon the analysis of Apollo tyres fitment in Varanasi by the fitment survey.B. In our summer training. has been done at Varanasi as a completion part of M. The project entitled “Market share of Apollo tyres in passenger car radial in Varanasi area’’ with special reference to Apollo. and dealer preference through the personal contact.In spite of the theoretical knowledge gained through classroom study. interview and questionnaire . All the works done on this project report is confined to my broad objective. In this context. During my summer training. customer attitude.
teachers. 6 . Shasank APOLLO TYRES LIMITED at VARANASI. S .B.K.A. Programme. Mishra (Coordinator of M. without which the completions of this project was not possible. who were the source of inspiration and motivation all through the program.ACKNOWLEDGEMENT At the successful completion of our summer training at APOLLO TYRES LIMITED at VARANASI . we are also grateful to Dr. Equally . support and help. I would also like to take this opportunity to express my gratitude to all our M.A. for his valuable guidance and support. We would like to express our gratitude and thanks to Sharma and all the staff members of Mr. BBSIMS). for the guidance .B.
B.S Institute of Management Studies ( Greater Noida) for sharing their helpful ideas during this project . (ANAND JAISWAL) TABLE OF CONTENTS PART-I 7 . we would also like to take this opportunity to express my gratitude to all the members of Apollo Tyres Ltd.Finally. and faculty members of B.
1. • CHAPTERS Introduction Company Profile Marketing Strategy Scope Product Profile Global Presence Basic Function of Tyres Golden Rules for Tyres Selection • • • • • • • 8 .
6. 2. 8. 7. 3.PART-II 1. 5. Objective Research Methodology Data Analysis SWOT Analysis Recommendations Conclusion Limitations Bibliography • Questionnaires 9 . 4.
ever since the advent of the era of globalization. “customer is the god” has become so true and relevant today. Their focus has shifted towards integrating the three elements people. so much so. all the companies worldwide are tuning their focuses on the customer. Suddenly. Earlier there was a sellers market. But. that the once famous maxim. 10 . marketers are directing their efforts in retaining the customers and customers’ base. Today. the customer had succeeded in capturing all the attention of the companies towards him. There has been a “paradigm shift” in the thinking of these companies and none other then the customer has brought this about.INTRODUCTION In today’s world of intense competition and rapid dynamism. since goods and services were in short supply and the sellers use to call the shots. service and marketing. there has been total transformation in the way the customers being perceived.
It is the responsibility of every company to see that all its customers are equally satisfied with them. In such scenario. In the past. etc. the customers was taken for a ride. for one single dissatisfied customer will tell at least nine others about the dissatisfaction and will spark off a chain reaction and spell doom for that company. customers’ courts. the powerful hands of the organization. 11 . the market scenario has changed today. globalization and privatization (LPG). The maxim. Research has thrown light on some important aspects of customers’ retention it has been proved empirically that acquiring new customers can cost five times more than the cost involved in satisfying and retaining current customers. switching to substitute or competitors that offer at competitive prices. The attitude of the manufacture was that of “caveat – emptor”. quality. the customer has a host of defense mechanism like the customers protection laws. not much importance was attached to product safety. as there were not many players in the fields. A customers can “make or break” a company. Today. because of the inherent value that the customers command. service and product appeal.The customer’s importance has assumed imponderable proportions in today’s world. retention of the existing customers assumes diabolical proportion.” caveat – emptor” has been replaced by “caveat venditor”. Thanks to the government policies on liberalization. regulation of the government.
then to retain an existing customers. Today after sales service is an important aspect of every company. after sales service was consider as a cost center. there could not be much differential a tangible assets. Companies were lethargic in attending to customers complaints. Since. 12 . and it is no more considered as a cost center. but considered as a profit center. which served as a major differentiator. as price and quality were comparable and latest technology was to each and every company in the field. Availability of trainee service personal and quality genuine spare parts posed serious problems. However. the companies concentrated on the “intangible assets”. with the rising competition.In the past. Every organization strives hard to retain its existing customers at any cost since it is five times costly to get a new customers. namely the “service factor”. there could not be much product differentiation. Today most of the industries use information technology to best services to their customers.
Gujarat) Acquired Premier Tyres in Kalamassery (Cochin. Aids awareness Expansion of passenger car radial capacity to 6600 tyres per day Production of India’s first H-Speed rated tubless passengers car radial tyres 13 . Kerala) Second Plant commissioned in Limda (Baroda.HISTORY OF APOLLO TYRE COMPANY “People deliver innovation Innovations deliver success A few of the difference our people made” 1975 1976 1977 1991 1995 1996 2000 2000 2003 2004 Inception Registered as a company First Plant commissioned in Perambra(Cochin. Maharastra) Exclusive Radial Capacity established in Limda Established APOLLO TYRES Health Care Clinic for HIV. Kerala) Exclusive Tubes Plant Commissioned in Ranjangaon (Pune.
Tamilnadu Launch of Dura Tread.2004 Support in setting up India’s first emergency medical service in Baroda 2005 APOLLO TYRES health care clinic in Udaipur in Rajasthan and Kanpur in Uttra Pradesh 2006 2006 2006 2006 2006 Expansion of passenger car radial capacity to 10000 tyres per day Expansion of passenger car range to include 4x4 and all terrain tyre Acquired Dunlop tyres international in South Africa and Zimbabwe Opening of Apollo tyres health care clinic in Ukkadam. trading material and solutions 2006 Launch of India’s first range of ultra high performance V and W-speed rated passenger car radial 2007 2007 2007 Launch of Regal Truck and Bus radial tyres Launch of Dura tyres. retreaded tyres from Apollo Launch of the Apollo Tennis Initiatinve and Mission 2018 14 .
which takes pride in its unique identity. For the first time. and thereby adding Europe as its third crucial market. Registered as a company in 1976. 16 . Apollo acquired Dunlop Tyres International Pty Ltd in South Africa (since renamed as Apollo Tyres South Africa Pty Ltd) and Zimbabwe. Head quartered in Gurgaon. Over two decades.Apollo Tyres Ltd is a high-performance company and the leading India tyre manufacturer. Apollo’s present strength and market dynamism steps from its early years of strife in establishing itself as a tyre manufacturer within the closed Indian economy. a corporate-hub in the National Capital Region of India. farm. running tyre loyalty programmes. Some of these include segmenting customers by their load and mileage requirements. Apollo is a young. The company currently produces the entire range of automotive tyres for ultra and high speed passenger cars. establishing customer contact programmes which resulted in better health and driving habits. ambitious and dynamic organisation. Apollo acquired Vredestein Banden B V in the Netherlands. Apollo is built around the core principles of creating stakeholder value through reliability in its products and dependability in its relationships. Apollo worked on a portfolio of products. In 2009. truck and bus. The company holds brand rights for the Dunlop brand across 30 African countries. taking on southern Africa as the second domestic market. Off-The-Road. in 2006 Apollo ventured outside India in its quest to test itself outside its home comforts. tuned to customer needs and an array of innovative marketing initiatives to establish itself as a leader in its home market. introducing India’s first farm radials and India’s first range of high-speed tubeless passenger car tyres.
Apollo operates through a network of branded. A ninth facility is currently under construction in southern India. Africa. Netherlands and Southern Africa. the Middle East and South-East Asia. Exports out of these three key manufacturing locations reach over 70 destinations across the world. An integral part of the Apollo Tyres world is its community involvement and giving programmes directly related to its business. In India. while in India they are variously named Apollo Tyre World (for commercial vehicles) and Apollo Radial World (for passenger cars). Regal and Vredestein. For Apollo Tyres. After which. and is expected to commence production towards the end of 2009. For the commercial vehicle community the company runs extensive HIV-AIDS awareness and prevention programmes and has established Health Care Clinics across the country to cater to the 17 . exclusive or multi-product outlets. Dunlop. fuel and cost-saving products to each customer segment. Innovation has always been an integral part of the Apollo way of doing business. this applies as much to product development and marketing as to how the company as a whole is focused on challenging existing boundaries. Kaizen. the focus has always been on finding ways to ensure a direct benefits to customer groups. with key comprising Europe. Maloya. retreaded tyres and retreading material. In the three domestic markets of India. In South Africa the branded outlets are called Dunlop Zones. products are developed for niche applications within a larger category to enable the company to provide efficient. Special efforts are made to understand customer needs and segment the market accordingly. offering the right product to the right customer is essential. These are produced across Apollo’s eight manufacturing locations in India. Southern Africa and Europe.industrial and specialty applications like mining. The major brands produced across these locations are: Apollo.
Across its manufacturing locations. the key initiatives revolve around health and education programmes. For passenger car customers the focus is on cultivating Safe Driving habits. which is focused on nurturing and training youngsters in the sport of tennis to enable an Indian to win a Singles Grand Slan Championship by the year 2018.community’s health needs. Apollo is one of the largest corporate investors in developing sporting talent through its Mission 2018. 18 .
convenience and technology are some of the niches in Indian market. This involves the following analyses: (a) Understanding markets: Strategic perspective of the market requires skilful analysis of the trend and how they affect the market size and demand for the firm’s product. (c) Product and service planning: Analysis of the customer’s promotion of the brand. (b) Finding market niches: Price. (i) Distribution: Structural changes in inventory management.MARKETING STRATEGY Strategic thinking is key to the evolution of successful marketing strategies of APOLLO tyre. besides an analysis of the situation in which the customer uses the product. both of the firm and competitors. service. mobile 19 .
distribution the Indian (ii) are some of the key factors that are going to affect the distribution process in market. This involves analysis of the following: ✔ Size of the market ✔ Marketing strategies and the extent and quality of services rendered by other firm in the industry. prices. marketers will have to make effective utilization of every rupee spent in marketing. ✔ Market programmed required to satisfy market wants ✔ Identification of key success factors in an industry and linking them to a firm’s strengths and weakness Market opportunity (a) (b) Size of the market How well the market is served 20 . Market opportunity of Apollo tyres:- Identification of market opportunity is critical before the management of affirm takes a decision to launch or diversify in any product area. and margins. Managing for result: With pressure on costs.
(c) (d) (e) Prospective inches Marketing mix required to succeed Core competencies required i. 21 .
and quality. branding. Although some marketers[who?] have added other P's. the fundamentals of marketing typically identifies the four P's of the marketing mix as referring to:1. 4. Price Promotion Place Product 22 . 3. product. place.MARKETING MIX A Marketing mix is the division of groups to make a particular product. 2. by pricing. such as personnel and packaging.
Intangible products are often service based like the 23 .Product A tangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units.
material costs. Typical examples of a mass produced tangible object are the tyre. product identity and the customer's perceived value of the product.tourism industry & the hotel industry. A less obvious but ubiquitous mass produced service is a computer operating system. It is determined by a number of factors including market share. The business may increase or decrease the price of product if other stores have the same product. competition. Price The price is the amount a customer pays for the product. 24 .
It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet. It is the only form of advertising that targets all five senses and has the recipient thanking the giver. satisfied customers or people specifically engaged to create word of mouth momentum.Place Place represents the location where a product can be purchased. Word of mouth is any apparently informal communication about the product by ordinary individuals. Broadly defined. radio and Internet adverts through print media and billboards. word of mouth and point of sale. exhibitions. Public relations are where the communication is not directly paid for and includes press releases. Promotion Promotion represents all of the communications that a marketer may use in the marketplace. public relations. conferences. One of the most notable means of promotion today is the Promotional Product. which is common in film promotion. seminars or trade fairs and events. This category has grown each year for the past decade while most other forms have suffered. from television and cinema commercials. optimizing the 25 .advertising. as in useful items distributed to targeted audiences with no obligation attached. Sales staff often plays an important role in word of mouth and Public Relations. sponsorship deals. Promotion has four distinct elements . Advertising covers any communication that is paid for. A certain amount of crossover occurs when promotion uses the four principal elements together.
However a change of $131 to $130. say from $19. Making small changes in the marketing mix is typically considered to be a tactical change. They are not trade-offs but are fundamental marketing issues that always need to be addressed.00 would be considered a strategic change in the position of the product.99 would be considered a tactical change.00 to $39. 26 . By offering the product with the right combination of the four Ps marketers can improve their results and marketing effectiveness. They are the fundamental actions that marketing requires whether determined explicitly or by default.marketing mix is the primary responsibility of marketing. For example. does not imply that the 4P elements represent options. potentially related to a promotional offer. The term "Marketing Mix" however. Making large changes in any of the four Ps can be considered strategic. a large change in the price.
It does not extend to all the segments available in the market.SCOPE The scope of the study has been limited to a few tyres manufacturing majors. 27 .
Any development in the tyre market after July 2009 is beyond the scope of this study. 28 .Only Varanasi district has been covered in this study.
Product Profile The Apollo Tyres ltd. 29 . OTR). FARMS. LCV. Is leading company for all tyres-manufacturing company in India and The Apollo Tyres Company manufacturing the tyres for the entire segment (TRUCK. PCR.
H/V speed rated Excellent handling at high speeds Optimum wet and dry performance Low external and in-cabin noise levels for a comfortable ride 31 .
V/W speed rated with superb wet and dry performance and exceptional driving pleasure Innovative asymmetric tread pattern for maximum performance Special silica tread compound for better fuel economy and wet performance Rim protector 32 .
W/Y speed rated with a quick steering response for a sporty performance Unidirectional V-shaped tread design resists aquaplaning Excellent handling at high speeds Special silica tread compound for better fuel economy and wet performance 33 .
S/T speed rated Reinforced tyre construction for long life Visual alignment indicator for detecting any misalignment wear in the tyre Especially designed for low noise 34 .
MC 20 SH 41 SC32-SUV SE 66 SH 19 SG 47 36 .
we have grown to become one of the world's biggest and most respected tyre brands. Sumo. Indica. BMW.GLOBAL PRESENCE Global partnerships. our operations are now worldwide. testing and manufacturing facilities. policies. For more information on original equipment fitment manufacturers. 1977. We also involve our India. 37 . Our tyre designers work closely with manufacturers.including Audi. Wherever you are of distribution centres. please visit our global locations section. including our retail chain. Hi-Q Tyres. Qualis . global presence and commitment to the future. Working for you Many of the world’s leading vehicle manufacturers . For location details.trust Apollo and fit our tyres as standard. Since then. Toyota. Use this section to find all the facts and information on Apollo's heritage. South Africa and Zimbabwe sister companies to provide the latest research and development. global reputations Apollo opened its first tyres plant in Perambra. we also supply many retailers.
Locations in India 38 .
Cochin. Baroda.Limda. Kerala In operation since 1977 Products manufactured Truck and bus cross-ply Light truck cross-ply Farm radial & cross-ply 39 . Gujarat In operation since 1991 Products manufactured Passenger car radial Truck and bus radial & cross-ply Light truck radial & cross-ply Farm radial & cross-ply Perambra.
Organizational structure of Apollo Tyre 40 .
Leading vehicle manufacturers use our tyres as original equipment because they trust and respect our quality. suppliers and contractors .GOALS OF APOLLOAND THE ENVIRONMENT At Apollo. operational and business requirements. development techniques and innovation. • Environmental performance targets to meet our legal. environment. However. we are committed to protecting and respecting the environment. We practice the latest manufacturing and management techniques and work only to the highest standards as outlined in international standards. We must also meet the demands of the environment by adopting sustainable practices and using our resources more efficiently. health and safety management system . • Promotion of EMS to our customers. 41 . In practice Here are some of our activities: • Introduction of an Environmental Management System (EMS) as part of our integrated quality. this alone is not enough.
• Regular audits and reviews on our environmental performance • Environmental awareness training for all directors and senior management . • Appointment of environmental co-ordinators to ensure our EMS is implemented and maintained in line with ISO 14001 • Continual re-alignment of our environmental policy and business objectives TYRES SAFETY (TYRES MAINTENANCE .YOUR MOST IMPORTANT SAFETY ITEM) 42 .
Tyre wear on front wheel drive vehicles is a little higher and therefore. causing pressure loss and indirectly causing corrosion of steel belts. always inflate tyres to the suggested pressure.000km). Take action immediately to rectify any unusual sounds or vibrations. Driving on under inflated tyres is almost certain to cause serious damage. These may cause the valve to stick open slightly. they too require regular maintenance. once a fortnight is recommended and ideally when your tyres are cold. Tyre Pressure Maintaining the correct pressure is the easiest. (ie every 10. Inspect tread and sidewalls for cuts and abrasions. economy and safety from your tyres. like your vehicle.Your tyres are the only contact between you and the road and. Do not repair cuts in sidewalls of radial play tyres. yet most important thing you can do to get the best performance. bulges. especially if your tyres are subjected to rough roads or aggressive driving. attention to tyre pressures as well as rotation should be made on a regular basis. unusual wear and road damage. If the tyres receives a severe impact. Avoid using 'sealants' or other liquid preparations to prevent deflation. HERE ARE A FEW TIPS Check your tyre pressures regularly. Tyre balance and vehicle wheel alignment should be checked regularly. Information relating to the correct 43 . ask your tyres retailer to check for internal damage.
as well as lead to an increase in fuel consumption. as pressures will increase when tyres warm up.pressure should be available from your vehicle's tyre placard however. considering these points may help: HERE ARE A FEW TIPS Different driving conditions require different pressures. If you require any assistance with the pressure of your tyres. Where possible. see your local tyre retailer. the best being the metal type. and can ultimately lead to serious tyre failure. For example. Sealing valve caps must ALWAYS be used. Under inflation of tyres can cause them to experience uneven or rapid tread wear. Tyres pressure should be checked when tyres are cold. under inflation reduces your vehicles braking and handling capabilities. carry your own tyre pressure gauge. TYRE ROTATION 44 . In addition. Seek advice on what is the best for you and your car. a higher pressure is usually recommended for high speed driving or when carrying or towing a heavier than normal load.
Basic Function of Tyres 1. vehicle misalignment or incorrect tyre balance. To roll 2. this may be due to worn suspension components. If uneven wear has occurred.Regular rotation of tyres is a proven method for promoting even wear and therefore extending tread life. Front to back same side rotation is acceptable when tyres are wearing unevenly. If the spare is included in the rotation it should be exchanged with the tyre allocated to the right hand rear position. Your local tyre retailer should correct these problems. To carry a load 3. These concerns cannot be corrected by simply rotating the tyres. To steer the vehicle 4. To transmit braking force and power output 45 .
To absorb(noise and mechanical vibration)
To handle speed
Low rolling resistance
To look goods
THE GOLDEN RULES FOR TYRE SELECTION
1. 2. 3.
This rule applies to all categories of tyres, with the exception of passenger. Fit the largest Tyre size possible, as recommended by the vehicle. Use the lowest ply rating-this does not apply in the case of steel cord Radial Truck tyres.
4. Recommend the correct Tyre Pressure for the Tyre size Ply rating, Load and operating condition. 5. This pressure should ideally be as low as possible, without under inflating the tyres. 47
To determine the positioning strategy. To determine the mind share and heart share. To determine the market share of Apollo tyres in Varanasi.• • To understand the consumer behavior and perception about ApolloTyres To assess the relative competitive position of Apollotyres in the minds of the consumer and dealers. To compare the performance of major market player with respect to their 4 P’s. • • • • 49 .
Problem Formulation Research design 50 .Research Methodology Every project work requires research. The whole research process used by us is as follows:1. 2. successful completion of any project and getting the genuine results from that depends upon the research method used by the researcher.
3 4. Sample design Source of data (a) (b) (c) (d) (e) (f) Primary source of data Secondary source of data Collection of data Analysis of data Interpretation of data Project report and writing 51 .
Type of Market Research 52 . Marketing research Marketing research is the systematic gathering. Marketing research is the systematic design.Research Research can be defined as a careful investigation or inquiry especially through search for new facts in any branch of knowledge. analysis and reporting of data and finding relevant to a specific marketing situation facing the company. Redman and Mory defines research as a systematized effort to gain new knowledge. collection. recording and analysis of data about marketing problems to facilitate decision-making.
Marketing performance research Product research Promotion research Distribution research Pricing research Methods of data collection The key for useful systems is the selection of the method for collecting data and linking it to analysis and decision issue of the action to be taken. 4. 3. In these days of specialization. 53 . There are five major types of marketing research with several sub types. 2. various types of marketing research are adopted.Marketing research is now placed under the control of some staff executive to provide adequate information to the line of management. 1. 5.
There are two types of data primary and secondary.The primary data are those which are collected a fresh and for the first time and thus happen to be original in character. Some important methods of collecting primary data are: a. Interview Method c. Schedules 54 . Questionnaire d. 1.The accuracy of the collected data is of great importance for drawing correct and valid conclusions from the detailed investigations. Observation Method b. There are several methods of collecting primary data. particularly in survey and descriptive researches. Primary data: .
2.e. SENTRO. and QUALIS etc (four Wheelers).SCORPIO. TOYOTA. Secondary data may either be published data or unpublisheddata. they refer to the data which have already been collected and analyzed by someone else and which have already been passed through the statistical process. ZEN. 55 . In this method we have taken the sample of 100 vehicle models like INDICA. Secondary data: .Secondary data are used means that are already available i. OCTAVIA. JAZZ. TATA SUMO. BMW. Through my personal observation I have observed the tyres used in the above models and presented them graphically. COLLECTION OF DATA THROUGH OBSERVATION We also use this method for the purpose of data collection. WAGONR.
This observation was done in the various areas of Varanasi like Nadeshar. Raja Talab. 56 . Vishal Travel. Chauka Ghat. Rohaniya. Patal Nagar. Lahartara. etc. Cant.and PCF Plaza. Taj Hotal.Station. Andhra Pull.
Primary data collection. 57 . I. Place: .PROJECT CONSUMER BEHAVIOR & MARKET SHARE OF APOLLO TYRES Objective: -Analysis of Fitment of APOLLO TYRES by the personal contact. Secondary data collection.VARANASI Sample Size: - (a) 100 Customer data collection (b) 3 campaign (c) Fitment survey of 100 vehicles Methodology: .The data collected by two methods. Interview. II. questionnaire & fitment survey.
In secondary data. we have data collect from the personal contact. UTILITY: . ○ Analysis of Rear Tyres ○ Over all Analysis (Front + Rear) Analysis 58 .From the collection of data we analyses the consumer behavior & market share of various brand of Apollo Tyres & take valuable information of tyre industry. The data are also available and we have observed through net and company. interview. schedules and questionnaire. Results: .In primary data collection.The result is divided into the following categories:A:-FITMENT SURVEY ○ Analysis of Front Tyres.
COMPANY NO. OF TYRES % SHARE BRIDGE STONE JK CEAT APOLLO MRF OTHERS 34 38 16 48 56 2 17 % 19 % 8% 24 % 28 % 1% ANALYSIS OF FRONT TYRES (FourWheelers) (200 Tyres) 59 .
61 .GRAPHICAL REPRESENTATION OF MARKET SHARE IN PASSENGER CAR RADIAL (Four Wheeler Front Tyres) VARANASI.
ANALYSIS OF REAR TYRES 62 .
5 % 20 % 6% 27.PASSENGER CAR (Four Wheelers) (200 Tyres) COMPANY NO. OF TYRES % SHARE BRIDGE STONE JK CEAT APOLLO 43 40 12 55 21.5% MRF GOOD YEAR 38 8 19 % 4% OTHERS 4 2% 63 .
GRAPHICAL REPRESENTATION OF MARKET SHARE IN PASSENGER CAR RADIAL (Four Wheeler Rear Tyres) VARANASI 64 .
5 % 3.5 % 67 .25 % 19.75 % 23.OVER ALL ANALYSIS (FRONT+REAR) Passenger Car Radial (Four Wheeler) (400 TYRES) COMPANY NO.5% 7% 25. OF TYRES % SHARE BRIDGE STONE JK CEAT APOLLO MRF GOOD YEAR 77 78 28 103 94 14 19.
5 % 68 .OTHERS 6 1.
GRAPHICAL REPRESENTATION OF MARKET SHARE IN (Four Wheeler Rear Tyres) VARANASI 69 .
B: - CUSTOMER MEETING
Meeting with Four wheeler owners:-
ANALYSIS OF CUSTOMER MEETING AND CAMPAIGN
When we asked about the general rating that customers might give to Apollo Tyres has whole the feed back that they gave was as follows approx 23% customer said that ApolloTyres is excellent and 56% customer said that Apollo Tyres is very good, 21% customer said that Apollo Tyres is average and know body is said that Apollo Tyres is below average. The graph below shows the following information. 73
20% customer said that they purchase from MBDs (Multi brand dealer ) so that they could make a comparison of cost between Apollo 74 .60% 50% 40% 30% 20% 10% 0% Excellent Very Good Average Poor When asked about where do most of the customers go for purchasing Apollo Tyres the feed back that were received from customers are as follows around 75% customer said that they purchase Apollo Tyres from the exclusive dealer of Apollo Tyres.
Such as Aspire. When asked about how easily customer get Apollo Tyres the response was follows approx 82% customer said that they get Apollo Tyres very easily whenever they require them from the nearest dealer and 18% customers said that there is always a scarcity of the most popular brands of Apollo Tyres Ltd.and other brands available and rest 5% customer said that they purchase Apollo Tyres from other tyres traders the graph below gives better information. The Graph below shows the exact position. Acelere Sportz. Hawkz and Amazer XL . Acelere. 75 .
% AGE OF SATISFIED AND DISSATISFIED USER OF APOLLO TYRES 76 .
We met the different customers. Several customers are very friendly and the Co-operate in our work but few customers behaved very rudely. Tyre is very costly but the performance of ApolloTyre is better than other tyres. These things give us a good experience and obtain good knowledge about customers attitude. 77 . Customer said that the quality of Apollo Tyre is very good.The 83% customers are fully satisfied with the Apollo Tyres and just 17% customers are not satisfied with the Apollo Tyres . They said that the claim policy of Apollo Tyre is very good. Customers are happy with the campaign and they said that they gain a lot of knowledge from the campaign and they said that campaign should be organized continuously in different area.
• Brand awareness • Best promotion by display 78 .SWOT ANALYSIS STRENGTHS - • Heavy range of products.
• Advertisement WEAKNESSES - • SVS depended on APOLLO • Shortage • No proper replacement of damage • Low margin for shopkeeper • No proper inspection of salesman OPPORTUNITIES - • addition of outlet 79 .
In our experience which I get within 45 days . competition and spread of market. RECOMMENDATION In our market analysis I found many block hole in marketing strategy and Apollo product Existing product want some improvement according change of technology . • Dissatisfaction due to improper handling • Without proper inspection. 1. I would like to suggest following points. Made heavy duty tyre according demand of customer. 80 . salesman may be careless.• THREATS - Improve the market of APOLLO TYRESby giving some more advantages • More satisfaction from local wholesale market. they can deduct the number of outlets.
7. Expand its advertisement . Open more outlet in order to insure availability of product (tyre) in VARANASI market. Provide facilities to payment in installment. emphasis on personal advertisement. CONCLUSION 81 . To give more discount and gift in order to competite its competitor 6. 4. 3.2. 8. To provide cheaper tyers with advanced quality . To make better study of its competitors strategy for monopoly in market. 5. Make claim policy easy and give claim on demand.
In Varanasi more then 25. Around 75% customer said that they purchase Apollo Tyres from the Exclusive dealer of Apollo Tyres Ltd. 3.75 % in Four wheeler 2. 4. 6. After sale service (Claim) of Apollo Tyres is very good. 5. Approx 82% customer said that they Apollo Tyres very easily whenever they require them from the nearest dealer. The market share of ApolloTyres Segment(Passenger Car Radial). 82 .1. Rate of Apollo Tyres are not high against with the other Company tyres. Approximately 87% customers are satisfied with the Apollo Tyres .
Survey represent only Apollo market position:.In this survey many respondent are included which give no idea according our survey objective .LIMITATIONS 1. So we can not imagine through it nation level market position of Apollo tyre.Because this survey is conducted in Varanasi . 83 . Non respondent:. 2.
84 . The conclusion is find out through this sample size. 4.3. Financial problem:-Money play very important role in any work in this survey there is also effect of finance because I have limited finance. 5. So it not represent all market. Sample size is limited:. Time is limited:.This survey is done within 6 to 7 week. so it may be possible that some aspect may be left.In this survey we can not say that every information correct because many respondent gives falls information it may more positive or negative.In this survey I take only 400 unit as sample size. Falls information:. 6.
Kothari WEBSITES:- 85 .R.BIBLIOGRAPHY MARKETING MANAGEMENT:- By Philip Kotler RESEARCH METHODOLOGY:- By C.
www.com www.google.com www.weekypedia.apollotyres.com QUESTIONNAIRE 86 .
. 1:.Have you heard of Apollo Tyres in PCR ? (a) Yes (b) No 2:...-…………………. 3:. Condition of Tyres-…………………. KM done by vehicle-…………………. ……………………………… Mobile no.Which brand of Apollo tyres do you use ? 87 .Are you satisfied with the radial car of Apollo Tyres ? (a) Yes (b) No (c) Don’t know.Name-……………………… Address-…………………… ……………………………..
5:- Which company TL tyre do you used ? (a) MFR (b) Apollo (c) Michelin (d) CEAT (e) JK (f) other. 6:- Which company TT tyre do you use ? (a) Apollo (b) MRF (c) Michelin (d) Bridge stone (e) JK (f) CEAT 7:- which company tyre do give maximum mileage ? (a) Apollo (b) MRF (c ) Michelin (d)Bridge stone (e) CEAT (f) JK 88 .(a) Amazor XL (b) Acelers (c) Hawkz (d) Aspire (e) None of the above. 4:- Which tyre do you prefer in your used TL or TT.
8:- Which company produce better after sales service? (a) Apollo (b) MRF (c) Michelin (d) Bridge stone (e) CEAT (f) JK 9:- What type of warranty should company give ? (a) Conditional (b) Unconditional 10:- Which company give fastest claim ? (a)Apollo (b) MRF (c) Michelin (d)Bridge stone (f) None of the above 11:- What is time period you change the tyres? (a) > 1 year (b) > 2 year (c ) > 3year (d) >4 year (e) none of the above 12:- Which company tyre is maximum accepted by the customer? 89 .
(a) Apollo (b) MRF (c ) Michelin (d) Bridge stone (e) JK 13:- What is the life expectancy of Apollo tyre? (a) > 1 year (b) > 2 year (c ) > 3year (d) >4 year (e) none of the above 14:- Which brand of Apollo in PCR gives maximum services? (a) Hawxz (b) Acelere (c) Amazor xl (d) Aspire (e) don’t know 15:.Which brand of other company do you like most on the grand of design and service? (a) MRF (b) JK (c ) CEAT (d) Bridge stone (e) Yokohoms (f) Michelien 90 .
16:- How to promote the Apollo tyre in the market? (a) Print media (b)Electronic media (c )Service CAMP (d) Consumer meet (e) Other 17:- If you are not satisfied please give some suggestions ? …………………………………………………………………… …………………………………………………………………… Signature-……………… Date- ………………. 91 .
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