A PROJECT REPORT

ON

MARKET SURVEY
&
PRODUCT PROMOTION”

For the partial fulfillment of the award of

Bachelor of Business Administration

(2007-2010)

Submitted To Submitted by

JIWAJI UNIVERSITY GWALIOR PRADEEP RAJORIYA

BBA-V Sem.

PRESTIGE INSTITUTE OF MANAGEMENT, GWALIOR

 Airport Road, Near Deen Dayal Nagar, Gwalior-474020

Email: info@prestigegwl.org; Website: www.prestigegwl.org    
    
                               
 DECLARATION

I PADMJA SINGH, student of BBA V Semester of Prestige Institute of Management,

Gwalior, hereby declare that the project is my original piece of work and not the copy of
any such work undertaken by someone else, all the information , facts and figures
presented in the report are first hand in nature. They are actually based on my intense
efforts conducted in BSNL . I have completed this project under the guidance of Prof.
ASHISH MEHRA ( Faculty PIMG)

Date: PADMJA SINGH

BBA –V Sem
 CERTIFICATE

This is to certify that Miss. PADMJA SINGH Student of BBA Vth Semester
programme has completed her summer training of 4 weeks and prepared this report of

“Financial Statement Analysis of BSNL” under my guidance .

Date: Prof. ASHISH MEHRA

(Faculty Guide)

    
     
    
 

   
   
   
    
   
  

ACKNOWLEDGEMENT

The present work is dedicated to the persons who not only taught me, but continue
inspire me in knowing the clandestine facts of workmanship. I bow in honor before these
great teachers. The accomplishment of the present study became possible by the
invaluable assistance and guidance of my professional guides to whom I may gratefully
indebted. Firstly I would like to express my sincere gratitude to my faculty guide Prof.
ASHISH MEHRA without whose invaluable guidance, moral support and
encouragement my work would have ever assumed the present shape, research. I were
indebted to my parents and friends for their moral support and possible efforts they
made for me.

Date: PADMJA SINGH

BBA –V Sem
 INDEX

 History of the Organisation & Objective

 Organisational Structure
 Financial Performance
 MARKETING
 Production & Operations
 Strength & Weakness of the Organisation.
 Suggestion
 Special Point
 Names of the CEO/MD/Department Head

Chapter -1

 Introduction

Chapter –II

 Objective of The Study

Chapter –III

 Result & Discussion

Chapter – IV

 Suggestion

Chapter –V
  Conclusion

.
EXECUTIVE SUMMARY

This project is based on the annual reports of the J.K.Tyre.

Further,in this project

Chapter 1 includes the introduction of the company wherein I told about

the objectives of the study and profile of the J.K.Tyre.

Chapter 2 includes the research Methodology wherein I have discussed

the research Design and Various sources of the Data collection.

Chapter 3 includes the Data analysis and findings wherein analyze the
data collected from the departmental records, annual reports and web site
records.

Chapter 4 represents the conclusion and the suggestions based on the

departmental records and annual report.
History of the organization & Objective

Introduction of JK TYRE
HISTORY & ORGANISATION

INTRODUCTION OF JK TYRE
JK Tyre is a leading exporter of tyres from India and roughly accounts for about
26% of the total tyre exports from India (along with its associate Vikrant Tyres
Limited) maruti zen steel radials, bias tires for passenger vehicles, ultima XP
steel radials

It is the first and only tyre manufacture in the world to receive the QS 9000 for
multilocation operations : World's first tyre manufacture to receive the ISO 9000
for all its operations in one go. Also J.K Tyres is the first tyre company in India to
receive ISO 14001 in recognisition of its environmental management systems.

Today, JK Tyre's products compete with the best international players in the
premium international bias market in more than 55 countries in 6 continents . The
exports operate through a strong and dedicated distribution network, and our
distributors are fully supported by the company's technical team in terms of
continued product development to meet specific market needs. JK Tyre had
obtained international accreditation for its products in the US , Europe , South
America and the Middle East.

J.K Tyre has been the recepient of various awards for exports for the last many
years for its commitment to offer superior performance standards & path
-breaking innovations. Recently , it was honored with ' The Special Export Award
2000-2001' from Capexil, making it its fourth consecutive award from India's
premier industrial association . JK Tyre has also been recently recognised by
Indian Trade Promotion Organisation (ITPO) for being the largest tyre exporter to
Latin America markets and is the proud recepient of first-ever FOCUS LAC
Award for the year 1999-2000. J.K Tyres constant endeavor to deliver superior
value to its customers and a sound marketing strategy forms the foundation of
this spectacularly consistent performance on the international front.
While JK Tyre has maintained its consistency in its marketing and distribution
strategies for the export markets, it has also actively pursued development of
new superior products to adapt to specific requirements of the different markets .
The credit goes to the India's biggest in-house R&D centre, HASETRI (Hari
Shankar Singhania Elastomer and Tyre Research Institute) . This Centre for
Rubber and Allied Technology was eatablished at Jaykaygram, ISO/IEC Guide
25 & EN 45001. Equipped with advanced testing facilities, it pursues excellence
by evolving technologies for superior product performance to reduce waste and
pre-empt consumer needs.
 HISTORY OF J.K. TYRE

Excellence comes not from mere words or procedures. It comes from an urge to strive and
deliver the best. A mindset that says, When it is good enough, improve it. It is a way of thinking
that comes only from a power within." - H.S.Singhania

JK Tyre & Industries Ltd. is the flagship company under the umbrella of JK Organisation

The advent of JK Organization on the industrial landscape of India almost synchronizes with
the beginning of an era of industrial awareness - an endeavor for self reliance and the setting up
of a dynamic Indian industry. This was way back in the middle of the 19th century. And the rest
that followed is history JK Organization has been a forerunner in the economic and social
advancement of India. It always aimed at creating job opportunities for a multitude of
countrymen and to provide high quality products. It has striven to make India self reliant by
pioneering the production of a number of industrial and consumer products, by adopting the
latest technology as well as developing its own know-how. It has also undertaken industrial
ventures in several other countries.

JK Organisation is an association of industrial and commercial companies and charitable trusts.

Its member companies, employing nearly 50,000 persons are engaged in the manufacture of a
variety of products and in diverse fields of commerce.

Trusts are devoted to promoting industrial, technical and medical research, education, religious
values and providing better living and recreational facilities. With the spirit of social
consciousness uppermost in mind, J.K. Organisation is committed to the cause of human
advancement

 1940 First in India to manufacture steel Bailing Hoops for jute and cotton and to make the
country self sufficient by meeting the entire demand-J.K. Iron & Steel Co. Ltd., Kanpur

11
 1941 First in India to produce Aluminium virgin Metal from Indian Bauxite
Aluminium Corporation of India Ltd., Jaykaynagar

 1942 First in India to manufacture Engineering files- J.K. Engineers'Files, Bombay in India
to set up a continuous process Rayon Plant

 1949 First to manufacture a Hydraulically Operated Cane Crushing Mill for Khandsari
Sugar Plant and completed 100 ton plant-J.K. Iron & Steel Co. Ltd., Kanpur

 1950 First in world to set up a plant for production of Hydrosulphite of soda by Sodium
Amalgam Process- J.K. Chemicals Ltd., Bombay

 1959 First in India to produce Nylon-6 with its own polymerised raw material- J.K
Synthetics Ltd., Kota

 1960 First to produce Sodium Sulphoxylate Formaldehyde (Rangolite C of Formosul) in

India - J.K. Chemicals Ltd., Bombay

 1968 First to manufacture TV Sets in India- J.K. Electronics, Kanpur. First to manufacture
Metallic Cops for Synthetic Filament yarn industries in India- Syntex tube works, Kanpur

 1970 First to manufacture Acrylic Fibres- J.K. Synthetics Ltd. Kota

 1971 First to develop differentially Dyeable Nylon- J.K. Synthetics Ltd., Kota

 1974 First in India to license Synthetic Fibre Technology to third party as well as the first to
manufacture Synthetic Fibre Machinery Fibretech Engineers & Manufacturers, Dadri

 1978 First in India to produce steel belted Radial Tyres for passenger cars, trucks and
buses- J.K. Tyre Plant, Kankroli

 1980 First in world to make Steel Belted Radial Tyres for three wheelers- J.K. Tyre Plant,
Kankroli

12
 1981 First in India to produce white cement through dry process- J.K. White cement Gotan

 1985 First in India to produce Cathonic Dyeable Polyester Fibre- J.K. Synthetics Ltd.,Kota.
First in India to produce Nylon Tyre Cord based on Spin Draw Technology- J.K. Synthetics
Ltd., Kota

 1987 First in India to produce magnetic tapes with cobalt technology J.K. magnetics,
Surajpur

 1989 more Tyre Plant (BTP) set-up with a capacity of 5.7 lacs tyres p.a.R & D cente set-up
at HASTERI

 1994 India's first T-Rated tyre launched banmore Tyre Plant (BTP) crossed 100 TPD

 1995 Mercedes Benz Launched on JK steel radials first tyre manufacturer in the world to
get ISO 9001

 1996 India's first dual contact high traction steel radial- aquasonic launched.
Introduced steel wheels

 1998 First tyre manufacturer in the world to get QS 9000 awarded CAPEXIL's highest
export award for 1997-98

 1999 Synergy with VTL in procurement, marketing and production flexibility

 2000 Completion of state of the art modernisation of truck radials.JK Tyres ranked 16th
largest Tyre Company in the world.ISA - 14000 accredition for environment & safety

 2001 JK introduced National Go-Karting Championships

 2002 JK. Industries recieved FOCUS LAC export award for the year 1999-2000

13
Today JK Organization, an association of Industrial and commercial companies and charitable
trusts, continues to grow to greater heights under the stewardship of its President, Hari Shankar
Singhania

The Principal business of the JK Organization includes Tyre, Paper, Cement, Drugs &
Pharmaceuticals, Agri Genetics, Dairy and Food Products, Audio Magnetic Tapes, Sugar,
Cosmetics, Woolen Textiles, Steel, Engineering Files, International Trading, Hybrid Seeds,
Industrial Rubber Products, Material Handling System etc The group besides having a
consistent record of growth and diversification has created a reputation for quality for all its
products and most of its products enjoy a leadership status in their respective market segments
To cope up with the demand in the market most of the companies in JK Organization are
certified for International Quality Systems like ISO 9001, ISO 14001 and QS 9001 Identifying
with social issues and contributing to the society has been a philosophy, which has been carried
on from the founding fathers. Various institutions set up by th group throughout India in diverse
fields of social welfare stand testimony to this philosophy

14
COMPANY PROFILE

JK Tyre & Industries Ltd is one of the leading automotive tyre manufacturers in
India. The company is engaged in manufacturing of automobile tyres, tubes and
flaps. They manufactures Radial and Bias 4-wheeler tyres for trucks, buses
passenger cars, LCVs, tractors etc. They sell their products under the brand
name 'JK Tyre'. They have four plants located in Rajasthan, Madhya Pradesh
and Karnataka. The company has 134 sales, service and stock points located
throughout the country. They have over 3,500 dealerships across India. The
company's customer base covers virtually the entire Original Equipment
Manufacturers in India together with Replacement Market for four wheeler
vehicles, Defence and State Transport Units. Besides India, they have a
worldwide customer base in over 45 countries across all six continents. JK Tyre
& Industries Ltd was incorporated in the year 1951 as a private limited under the
name JK Industries Pvt Ltd. Until March 31, 1970, the company was engaged in
the managing agency business. Thereafter the company decided to undertake
manufacturing activities and obtained a letter of intent in February 1972 for the
manufacture of automobile tyres and tubes. The company name was changed
into JK Industries LTD with effect from May 24, 1974 consequent upon
conversion of the company into a public limited company. In the year 1974, the
company entered into a technical collaboration with General Tire International
Co, USA, a subsidiary of General Tire & Rubber Co, USA for technical services
and sales agreement for the supply of technical know how engineering and
documentation for operational facilities. In the year 1989, the company
introduced several new patterns and sizes of tyres including a semi-lug Nylon
Truck tyre. In the year 1991, the company set up Banmore Tyre Plant with a
capacity of 5.7 lakh tyres per annum. They launched radial tyres for tractors. In
the year 1992, the company's international division expanded their activities by
opening their office in Moscow. In addition, they set up a Research and
Development center at HASETRI. In the year 1993, they introduced new radial
tyres namely, Brute and Ultima and in the next year, they launched 'Jet Track-39'

15
to meet the need of the heavy load market. In June 1997, the company acquired
51% stake in Vikrant Tyres Ltd from Karnataka Government. They launched
India's first H-Rated tyre. During the year 1998-99, as per the Scheme of
Arrangement between the company and JK Drugs & Pharmaceuticals Ltd, the
pharmaceutical undertaking of the company was transferred to and vested in JK
Drugs & Pharmaceuticals Ltd with effect from appointed date July 1, 1996.
During the year 2002-03, as per the Scheme of Arrangement and Amalgamation
between the company, JK Agri, JK Sugar and Vikrant Tyres Ltd, the agri-genetics
undertaking of the company was transferred to JK Agri, the sugar undertaking
was transferred to JK Sugar and Vikrant Tyre Ltd was amalgamated with the
company. During the year 2004-05, the expansion of capacity of Truck/ Bus
Radials by 50% was completed. In addition, the expansion of the passenger
radial capacity was completed. In December 2006, as per the Scheme of
Arrangement and De-merger between the company and Netflier Technologies
Ltd (name since changed to Netflier Finco Ltd), the business of holding and
dealing in investments and some other assets and properties of the company
and liabilities and obligations thereof stood transferred to and vested in Netflier
Finco Ltd. In addition, Hansdeep Investment Ltd, Hidrive Finance Ltd,
Panchanan Investment Ltd and Radial Finance Ltd ceased to be the subsidiaries
of the company. During the year 2006-07, the company introduced a new tyre,
offering high mileage 'Jet One' and launched new Semi-Lug and Rib pattern
Truck Radial tyres. They also diversified into Special Application Tyres and
commenced their exports. In order to capture the brand 'JK Tyre' and their value
in the name of the company, they changed their name to JK Tyre & Industries Ltd
with effect from April 2, 2007. The company entered into an arrangement with
BEML for supply of OTR tyres on a long-term basis. In June 2008, the company
acquired the controlling interest in Empresas Tornel, S A de C V (Tornel), a
company incorporated under the laws of Mexico, by acquiring 100% of their
equity capital for a consideration of USD 28.75 million. Tornel has three tyre
manufacturing plants in Mexico with a combined capacity of 6.6 million tyres per
annum During the year 2008-09, the company doubled the capacity of Truck/Bus

16
Radial plant to 8.00 lakh tyres from 3.67 lakh tyres per annum at an estimated
project cost of Rs 315 crore. This has further strengthened JK Tyre's
commanding position in the fast growing Truck/Bus segment. The company has
undertaken a project for substantial expansion of their OTR tyre capacity at a
capital outlay of Rs 120 crore, which is expected to be completed by 2010.

17
Organisation Structure of - JK Tyre & Ind

Name Designation

Hari Shankar Singhania Chairman / Chair Person

Bharat Hari Singhania Managing Director

Swaroop Chand Sethi Whole Time Director

Arvind Singh Mewar Director

Govind Ballabh Pandey Director

T K Mukhopadhyay Director

Name Designation

Raghupati Singhania Vice Chairman & Mng.Director

Vikrampati Singhania Deputy Managing Director

Arun K Bajoria President & Director

Bakul Jain Director

Om Prakash Khaitan Director

18
MARKETING

JK Tyre's No 1 market position

In what is being considered as a landmark decision in the highly competitive Indian tyre
industry, the Advertising Standards Council of India (ASCI) has upheld JK Industries
Ltd's claim of being India's No 1 tyre manufacturer in the four-wheeler tyre segment,
reaffirming JK's leadership position in the market.

The case was started when few competitors filed a complaint with ASCI against JK
Tyre's print advertisement, in which JK Tyre announced its numero uno position in the
four-wheeler tyre segment, quoting production figures compiled by Automotive Tyre
Manufacturer Association and other authentic industry sources.

But the competitors contradicted the claim, stating the fact that market figures from a
company's annual report should be used as authentic data to claim one's leadership, not
the production figures.

But ASCI considered the case at the Consumer Complaints Council on 23 May 2002 and
upheld JK Tyre's contention that production figures, as compiled by authentic industry
sources and used by JK Tyre to claim its leadership, is a valid and applicable comparison
platform.

Hence, JK Tyre's claim as No 1 tyre manufacturer in India is a perfectly valid and correct
statement. This also reflects ASCI's agreement to JK Tyre's viewpoint that figures, as
stated in the one's annual report, could actually be misleading and could include revenues
from non-tyre-related businesses also.
JK Tyre, pioneers of radial technology in India, is today India's largest manufacturer of
tyres in the four-wheel segment, including tyres for trucks and buses, LCVs, passenger
cars, jeeps, tractors, ADVs and OTRs. After 25 years of pioneering world-class
technologies in India, JK Tyre has recently launched the country's first eco-friendly
coloured tyres as well as steel-belted tractor rear radials.

19
b. Mission & Vision

Vision:

To be amongst the most admire companies in India committed to be excellence.

Mission:

a. Be a customer obsessed company

b. No.1 Tyre brand in India
c. Deliver enhanced value at all stakeholders
d. Most profitable Tyre Company in India
e. Enhance global presence through acquisition
f. Motivated and committed team development for high performance
organization

c. Marketing Strategy

Strategic thinking is key to the evolution of successful marketing strategies of JK tyre.

This involves the following analyses:

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

of the trend and how they affect the market size and demand for the firm’s product.
ii. Finding market niches: Price, service, convenience and technology are some of the
niches in Indian market.
iii. Product and service planning: Analysis of the customer’s promotion of the brand,
both of the firm and competitors, besides an analysis of the situation in which the
customer uses the product.
iv. Distribution: Structural changes in inventory management, mobile distribution are
some of the key factors that are going to affect the distribution process in the Indian
market.

20
v. Managing for result: With pressure on costs, prices, and margins, marketers will
have to make effective utilization of every rupee spent in marketing.

Market opportunity of JK:

Identification of market opportunity is critical before the management of affirm takes a

decision to launch or diversify in any product area. This involves analysis of the
following:
 Size of the market
 Marketing strategies and the extent and quality of services rendered by other firm in
the industry.
 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. Size of the market
b. How well the market is served
c. Prospective inches
d. Marketing mix required to succeed
e. Core competencies required

21
 Market Industry Competition
segment analysis analysis
analysis

Demand Trade
Condition analysis
s

Market opportunity
Size of the market
How well the market is served
Prospective inches
Marketing mix required to succeed
Core competencies required

Framework of market opportunity analysis

Size of the market:

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

22
 Entry Barriers: High

The entry barriers are high for the tyre

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

Bargaining Power of the

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

Threat of Substitutes: Low but Increasing

During the FY2002, over 1,10,000 passenger
car tyres were imported. This constitutes over
2% of total radial passenger car tyre
production in the country. However, with the
reduction of peak custom duty, the import of
tyres is likely to increase.

Industry Analysis - Porter's Model

iv. Competitor analysis: analysis of competition how well the market is served.

23
Marketing mix:

A Marketing mix is the division of groups to make a particular product, by pricing, product,
branding, place, and quality. Although some marketers[who?] have added other P's, such as
personnel and packaging, the fundamentals of marketing typically identifies the four P's of
the marketing mix as referring to:

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

24
Consumer Buying Behaviour

Consumer buying behavior is influenced by the culture and subculture. Habits, likes and
dislikes of the people belonging to a particular culture or subculture can affect the
marketing efforts of a firm to a great extent. The social class to which the individual
belongs tells about the type of products the individual prefers. Other factors that influence
the buying behavior are social factors like reference group and family, personal factors
like the age, life cycle and occupation, and psychological factors like motivation,
perception and attitudes of the customers.

Buying roles and buying decision constitute consumer’s decision-making behavior. A

customer can adapt various buying roles like initiator, influencer, decider, buyer,
preparer, maintainer and disposer in purchasing and using the products. Buying behavior
helps marketers learn the intensity and degree of involvement of customers in purchasing
the products. Customer buying behavior is broadly classified into three types. Extensive
problem solving buying behavior is exhibited when a customer buys high involvement,
expensive and less frequently purchased products. Consumers are involved in routine
problem solving decision-making process, when they purchase routinely purchased, low
cost products. Variety seeking behavior is seen when customers purchase low-
involvement products.

Customers usually go through five stages in arriving at a purchase decision, though it

might not be so in all the cases. In the first stage, the customer identifies an unsatisfied
need in him. In the second stage, customers collect the information about the product and
available brands through personal sources, commercial sources, public sources or
experiential sources. In the third stage, the customers evaluate all the alternatives with the
help of available information. In the fourth stage, the customer makes a purchase
decision. And finally in the fifth stage, he experiences post purchase satisfaction or
dissatisfaction.

Post purchase usage and disposal of the product is also of equal importance to the

25
marketer, as it can save cost and time of producing as well as help in protecting the
environmental equilibrium.

Factors influencing the behaviour of buyers.

Consumer behaviour is affected by many uncontrollable factors. Just think, what

influences you before you buy a product or service? Your friends, your upbringing, your
culture, the media, a role model or influences from certain groups?

Culture is one factor that influences behaviour. Simply culture is defined as our attitudes
and beliefs. But how are these attitudes and beliefs developed? As an individual growing
up, a child is influenced by their parents, brothers, sister and other family member who
may teach them what is wrong or right. They learn about their religion and culture, which
helps them develop these opinions, attitudes and beliefs (AIO). These factors will
influence their purchase behaviour however other factors like groups of friends, or people
they look up to may influence their choices of purchasing a particular product or service.
Reference groups are particular groups of people some people may look up towards to
that have an impact on consumer behaviour. So they can be simply a band like the Spice
Girls or your immediate family members. Opinion leaders are those people that you look
up to because your respect their views and judgments and these views may influence
consumer decisions. So it maybe a friend who works with the IT trade who may influence
your decision on what computer to buy. The economical environment also has an impact
on consumer behaviour; do consumers have a secure job and a regular income to spend
on goods? Marketing and advertising obviously influence consumers in trying to evoke
them to purchase a particular product or service.

People’s social status will also impact their behaviour. What is their role within society?
Are they Actors? Doctors? Office worker? And mothers and fathers also? Clearly being
parents affects your buying habits depending on the age of the children, the type of job
may mean you need to purchase formal clothes; the income which is earned has an
impact. The lifestyle of someone who earns £250000 would clearly be different from
someone who earns £25000. Also characters have an influence on buying decision.
Whether the person is extrovert (out going and spends on entertainment) or introvert

26
(keeps to themselves and purchases via online or mail order) again has an impact on the
types of purchases made.

Types of buying behaviour.

There are four typical types of buying behaviour based on the type of products that
intends to be purchased. Complex buying behaviour is where the individual purchases a
high value brand and seeks a lot of information before the purchase is made. Habitual
buying behaviour is where the individual buys a product out of habit e.g. a daily
newspaper, sugar or salt. Variety seeking buying behaviour is where the individual likes
to shop around and experiment with different products. So an individual may shop around
for different breakfast cereals because he/she wants variety in the mornings! Dissonance
reducing buying behaviour is when buyer are highly involved with the purchase of the
product, because the purchase is expensive or infrequent. There is little difference
between existing brands an example would be buying a diamond ring, there is perceived
little difference between existing diamond brand manufacturers.

How do customers buy?

Research suggests that customers go through a five-stage decision-making process in any

purchase. This is summarized in the diagram below:

27
This model is important for anyone making marketing decisions. It forces the marketer to
consider the whole buying process rather than just the purchase decision (when it may be
too late for a business to influence the choice!)

The model implies that customers pass through all stages in every purchase. However, in
more routine purchases, customers often skip or reverse some of the stages.

The buying process starts with need recognition. At this stage, the buyer recognizes a
problem or need (e.g. I am hungry, we need a new sofa, I have a headache) or responds to
a marketing stimulus (e.g. you pass Starbucks and are attracted by the aroma of coffee
and chocolate muffins).

28
An “aroused” customer then needs to decide how much information (if any) is required.
If the need is strong and there is a product or service that meets the need close to hand,
then a purchase decision is likely to be made there and then. If not, then the process of
information search begins.

A customer can obtain information from several sources:

 Personal sources: family, friends, neighbors etc

 Commercial sources: advertising; salespeople; retailers; dealers; packaging; point-
of-sale displays
 Public sources: newspapers, radio, television, consumer organizations; specialist
magazines
 Experiential sources: handling, examining, using the product

The usefulness and influence of these sources of information will vary by product and by
customer. Research suggests that customer’s value and respect personal sources more
than commercial sources (the influence of “word of mouth”). The challenge for the
marketing team is to identify which information sources are most influential in their
target markets. In the evaluation stage, the customer must choose between the alternative
brands, products

Post-purchase evaluation - Cognitive Dissonance

The final stage is the post-purchase evaluation of the decision. It is common for
customers to experience concerns after making a purchase decision. This arises from a
concept that is known as “cognitive dissonance”. The customer, having bought a product,
may feel that an alternative would have been preferable. In these circumstances that
customer will not repurchase immediately, but is likely to switch brands next time.

29
To manage the post-purchase stage, it is the job of the marketing team to persuade the
potential customer that the product will satisfy his or her needs. Then after having made a
purchase, the customer should be encouraged that he or she has made the right decision.

Indian consumer profile

 Indian consumers are knowledgeable.

 They are tech savvy.
 Indian consumers are literate.
 Most of the Indian are middle class.
 Standard of living improved.
 Rational and think in a linear manner.
 They can explain their thought and behaviour.
 Think in words.

OBJECTIVE

 The objective of the project was solely to evaluate preference level of JK tyre
among the minds of customers in respect of certain important factors like
goodwill, acceptance, satisfaction etc.
 To assess the consumer perception
 To understand the factors this motivates the customers for buying.
 To understand the satisfaction level of the customers.

30
PRODUCTION & OPERATION
Product
A tangible object or an intangible service that is mass produced or manufactured on a
large scale with a specific volume of units. Intangible products are often service based
like the tourism industry & the hotel industry. Typical examples of a mass produced
tangible object are the tyre. A less obvious but ubiquitous mass produced service is a
computer operating system.

Product range:

BIAS

SIZE TYPE

RIB 9.00-2014PR
JET RIB
9.00-2016PR
JET RIB
10.00-2016PR JET RIB
JET MILES
9.00-2014PR
TRACK TUF
SEMI 9.00-2016PR
LUG TRACK TUF
10.00-2016PR

31
 TRACK TUF
NORMAL LOAD
8.25-2014PR JET TRACK
9.00-2014PR JET TRACK

9.00-2016PR JET TRACK

10.00-2016PR JET KING

11.00-2016PR JET KING

12.00-2016PR JET KING

LUG MODERATE
8.25-2014PR JET TRACK
9.00-2014PR JET TRACK
9.00-2016PR JET TRACK

10.00-2016PR JET CLASSIC

HEAVY
10.00-2016PR TRACK 39 & DX
SUPER HEAVY
10.00-2016PR TRACK 39 DX
RADIAL

SIZE TYPE

9.00-2016PR JET STEEL-JDH

LUG
10.00-2016PR JET STEEL-JDC

11.00-2016PR JET STEEL-JDC

09.00-2016PR JET WAY JUC

SEMI 10.00R2016PR JET WAY JUC

LUG
11.00R2016PR JET WAY JUC

9.00R2014/16PR JET WAY JUC

RIB 10.00R2016PR JET WAY JBR

11.00R2016PR JET WAY JUH

32
 12.00R2018PR JET WAY JUH

Price

The price is the amount a customer pays for the product. It is determined by a number of
factors including market share, competition, material costs, product identity and the
customer's perceived value of the product. The business may increase or decrease the
price of product if other stores have the same product.

Place

Place represents the location where a product can be purchased. It is often referred to as
the distribution channel. It can include any physical store as well as virtual stores on the
Internet.

Promotion

Promotion represents all of the communications that a marketer may use in the
marketplace. Promotion has four distinct elements - advertising, public relations, word of
mouth and point of sale. A certain amount of crossover occurs when promotion uses the
four principal elements together, which is common in film promotion. Advertising covers
any communication that is paid for, from television and cinema commercials, radio and
Internet adverts through print media and billboards. One of the most notable means of
promotion today is the Promotional Product, as in useful items distributed to targeted
audiences with no obligation attached. Saes staff, word of mouth, Public relations etc are
other such means of promotion.

STRENGTH AND WEAKNESS OF THE ORGANISATION

33
STRENGTH

 Heavy range of products

 Brand awareness

 Best promotion by display.

 Advertisement.

 Effective margin for delaers.

 Brand image of radial tyres

WEAKNESS
 Lack of co-ordination of the demand put forth by dealers and the supply of
appropriate tyres from the plant.
 The offerings given by the company are not enough for the business partners to
make the market operating rates competitive
 The supply of truck radial tyres is not in proportion to the demand
 Mode of councelling is not co-operative.
 Monetory rewards are not given.
 Food quality for the employees are not good.

34
SPECIAL POINT

1933 First in India to manufacture Calico Prints- Juggilal Kamlapat Cotton

Spinning and Weaving Mills Co. Ltd., Kanpur.

1940 First in India to manufacture steel Bailing Hoops for jute and cotton
and to make the country self sufficient by meeting the entire demand-
J.K. Iron & Steel Co. Ltd., Kanpur.

1944 First in India to produce Aluminium virgin Metal from Indian Bauxite-
Aluminium Corporation of India Ltd., Jaykaynagar.

1949 First in India to manufacture Engineering files- J.K. Engineers ‘Files,

Bombay.

1959 First in India to set up a continuous process Rayon Plant.

1960 First to manufacture a Hydraulically Operated Cane Crushing Mill for

Khandsari Sugar Plant and completed 100 ton plant-J.K. Iron & Steel
Co. Ltd., Kanpur.

1961 First in world to set up a plant for production of Hydrosulphite of soda

by Sodium Amalgam Process- J.K. Chemicals Ltd., Bombay.

1965 First to produce Sodium Sulphoxylate Formaldehyde (Rangolite C of

Formosul) in India - J.K. Chemicals Ltd., Bombay

1968 First to manufacture TV Sets in India- J.K. Electronics, Kanpur. First to

manufacture Metallic Cops for Synthetic Filament yarn industries in
India- Syntex tube works, Kanpur.

35
1969 First to manufacture Acrylic Fibres- J.K. Synthetics Ltd. Kota

First to develop differentially Dyeable Nylon- J.K. Synthetics Ltd., Kota

1973 First in India to license Synthetic Fibre Technology to third party as

well as the first to manufacture Synthetic Fibre Machinery Fibretech
Engineers & Manufacturers, Dadri.

1976 First in India to produce steel belted Radial Tyres for passenger cars,
trucks and buses- J.K. Tyre Plant, Kankroli.

1980 First in world to make Steel Belted Radial Tyres for three wheelers-
J.K. Tyre Plant, Kankroli.

1984 First in India to produce white cement through dry process- J.K. White
cement. Gotan.

1985 First in India to produce Cathonic Dyeable Polyester Fibre- J.K.

Synthetics Ltd., Kota.

First in India to produce Nylon Tyre Cord based on Spin Draw

Technology- J.K. Synthetics Ltd., Kota.

1989 First in India to produce magnetic tapes with cobalt technology J.K.
magnetics, Surajpur.

1991 Banmore Tyre Plant (BTP) set-up with a capacity of 5.7 lacs tyres p.a.

1992 R & D center set-up at HASTERI.

1994 India's first T-Rated tyre launched

Banmore Tyre Plant (BTP) crossed 100 TPD.

36
1995 Mercedes Benz Launched on JK steel radials

First tyre manufacturer in the world to get ISO 9001

1996 India's first dual contact high traction steel radial- aquasonic launched.

Introduced steel wheels.

1997 Awarded the National Export Award for 96-97.

Vikrant Tyres (VTL) acquired.

India's first H rated tyre launched.

Only Tyre manufacturer to get 'E' Mark certification.

HASETRI became the first research institute in Asia to get ISO 9002.

1998 First tyre manufacturer in the world to get QS 9000.

Awarded CAPEXIL's highest export award for 1997-98.

1999 Synergy with VTL in procurement, marketing and production flexibility.

Completion of state of the art modernisation of truck radials.

JK Tyres ranked 16th largest Tyre Company in the world.

ISA - 14000 accredition for environment & safety.

2000 JK introduced National Go-Karting Championships.

2001 Recieved CAPEXIL award.

J.K. Industries recieved FOCUS LAC export award for the year 1999-
2000.
Commendation Certificate of CII Exim.

37
IInd National Go-Karting Championships held.

38
INTRODUCTION

a. Introduction

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

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

A customers can “make or break” a company. It is the responsibility of every

company to see that all its customers are equally satisfied with them, for one single
dissatisfied customer will tell at least nine others about the dissatisfaction and will spark
off a chain reaction and spell doom for that company. 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.

In the past, the customers was taken for a ride, as there were not many players in the
fields, not much importance was attached to product safety, quality, service and product
appeal. The attitude of the manufacture was that of “caveat – emptor”. Thanks to the
government policies on liberalization, globalization and privatization (LPG), the market
scenario has changed today. Today, the customer has a host of defense mechanism like
the customers protection laws, regulation of the government, the powerful hands of the
organization, customers’ courts, switching to substitute or competitors that offer at

39
competitive prices, etc. The maxim,” caveat – emptor” has been replaced by “caveat
venditor”.
b. About Tyre industries in India

Background
The origin of the Indian Tyre Industry dates back to 1926 when Dunlop Rubber Limited
set up the first tyre company in West Bengal. MRF followed suit in 1946. Since then, the
Indian tyre industry has grown rapidly.

Transportation industry and tyre industry go hand in hand as the two are interdependent.
Transportation industry has experienced 10% growth rate year after year with an absolute
level of 870 billion ton freight. With an extensive road network of 3.2 million km, road
accounts for over 85% of all freight movement in India.
Key Issues of tyre industries
High tax usage

The high tax content on tyres can be gauged from the fact that the percentage of total tax
to the tax excluded price for various categories of tyres is - 44% for Truck Tyre; 41% for
Passenger Car Radial Tyre, 35% for Tractor Rear Tyre and 76% for Truck Tyre Tube.

Increase in raw material costs

Apart from being capital intensive, the tyre industry is highly raw material intensive. Any
change in the prices of raw materials affects the profitability of tyre companies. The raw
materials used in the manufacture of tyres are rubber and petroleum derivatives like
nylon tyre cord, carbon black, styrene butadiene rubber and poly butadiene rubber. The
most important raw material is rubber-natural and synthetic. Natural rubber (NR), with
29% weightage in the cost of raw materials used by tyre industry, is the highest cost item.
Annual consumption of NR by tyre industry is 3.50 lakh tonnes, valued at Rs. 14 billion.
Over 85% of NR consumed' by the industry is procured domestically. 15% is imported.

40
Objectives of the study

 To find out market share of JK Tyres.

 To understand the marketing strategy of JK Tyres.

 To focus on the Marketing mix of JK tyre

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

Need for the study

Management is like a coin having two sides. One is the theoretical part and second is the
practical part. In the theoretical part of management we learn in our classroom from the
lectures, seminars, group discussions that are arranged from time to time.

To know the practical aspect of management a practical training is provided to the

students. The main idea behind practical training is to bring the management students
face to face with the actual environment of practical management so that he/ she will be
able to apply theory to practical situation before finally moving into the professional
world to show the efficiency and capability.

The project study focused on “JK tyre” as a product and the subject is to understand the
mind set of different customers about the product. Being a student of marketing
management, the inquisitiveness to peep on practical side of consumer perception
promoted in study.

In this study efforts have been made to prepare the report as realistic as possible.

41
RESULTS & DISCUSSION

6 wheelers
Table showing market share in RIB tyres

NAME OF COMPANY NO. OF TYRES PERCENTAGE SHARE

APOLLO 40 17%
BIRLA 15 7%
BRIDGESTONE 1 0%
CEAT 57 25%
CHINA 5 2%
JK 100 43%
MRF 14 6%
OTHERS 0 0%

Fig-3.1(a)

Interpretation: From the above table it is shown that in Rib tyre segment JK is the
market leader with 43%, followed by CEAT with 25% market share, APOLLO with 17%,
BIRLA with 7%, MRF with 6%, CHINESE with 2% and BRIDGESTONE & others with
0% of market share.

42
Exhibit-3.2
Table showing Market share in LUG tyre

NAME OF COMPANY NO. OF TYRES PERCENTAGE SHARE

APOLLO 73 16%
BIRLA 57 12%
BRIDGESTONE 0 0%
CEAT 157 34%
CHINA 25 5%
JK 111 24%
MRF 43 9%
OTHERS 2 0%

Interpretation: From the above table it is shown that in lug tyre segment CEAT is the
market leader with 34% followed by JK with 24%, APOLLO with 16%, BIRLA with
12%,MRF with 9%, CHINESE with 5%,and others with 0%

43
Exhibit-3.3
Table showing Total market share(6 WHEELERS)

Table-3.3

NAME OF COMPANY NO. OF TYRES PERCENTAGE SHARE

APOLLO 109 16%
BIRLA 72 11%
BRIDGESTONE 1 0%
CEAT 214 31%
CHINA 30 4%
JK 211 30%
MRF 57 8%
OTHERS 2 0%

From the above table it is shown that in tyre segment(6 wheelers) CEAT is the market
leader with 31% followed by JK 30% ,APOLLO with 16% BIRLA with 11%, MRF with
8%, CHINA with 4% and others are 0%.

44
Exhibit-3.4
Table showing Total market share(10 WHEELERS)

Table-3.4

NAME OF COMPANY NO. OF TYRES PERCENTAGE SHARE

APOLLO 151 10%
BIRLA 134 9%
BRIDGESTONE 6 0%
CEAT 186 13%
CHINA 375 26%
JK 473 32%
MRF 124 9%
OTHERS 11 1%
From the above table it is shown that in tyre segment(10 wheelers) JK is the market
leader with 32% followed by CHINA 26% ,Ceat with 13% APOLLO with 10%, Birla with
9%, MRF with 9% and others are 1%.

From the above table it is shown that in tyre segment(10 wheelers) JK is the market
leader with 32% followed by CHINA 26% ,Ceat with 13% APOLLO with 10%, Birla with
9%, MRF with 9% and others are 1%.

45
Exhibit-3.5
Table showing market share in RIB tyre(10 WHEELERS)

Table-3.5

NAME OF COMPANY NO. OF TYRES PERCENTAGE SHARE

APOLLO 52 18%
BIRLA 36 12%
BRIDGESTONE 0 0%
CEAT 42 14%
CHINA 13 5%
JK 111 38%
MRF 31 11%
OTHERS 7 2%

From the above table it is shown that in RIB tyre segment(10 wheelers) JK is the market
leader with 32% followed by APOLLO 18% ,Ceat with 14% APOLLO with 18%, MRF
with 11%, CHINA with 5% and others are 2%.

46
Exhibit-3.6
Table showing market share in LUG tyre(10 WHEELERS)

Table-3.5

NAME OF COMPANY NO. OF TYRES PERCENTAGE SHARE

APOLLO 99 9%
BIRLA 98 8%
BRIDGESTONE 6 1%
CEAT 144 12%
CHINA 362 31%
JK 362 31%
MRF 93 8%
OTHERS 4 0%

From the above table it is shown that in LUG tyre segment(10 wheelers) JK & CHINESE
ARE the market leaders with 31% each followed by CEAT 12% ,APOLLO with 9%
BIRLA & MRF with 8% each, and others are 0%.

47
DISCUSSION

The project surfers from the following limitations due to the inherent and restrictive
nature of the study undertaken:

 Due to constraints of time, money and other resources applicable to this

study.
 This study is confined to only a few specified areas of and is not
comprehensive study of the customers of JK tyre all over GWALIOR
 This study is restricted only to sample space chosen for the study.
 The areas covered under the surveys are: Transport Nagar, Purani
Chhavni, Hanuman Parking, Kansana’s Premises.

 The sample size of 100 respondents was too small for generalization.
 The survey was restricted only to GWALIOR.
 The duration of the study is only 45 days, due to the reason the study
may not give full fledged information to the Media Planning Group.
 Some of the respondents were reluctant to give the right information.

48
SUGGESTIONS

1) Belonging towards the organization must be generated in the habitual

absentees, through individual counseling .The mode of counseling should

be co-operative in which both counselor & counselee, arrives at solution

through mutual co-operation.

2) Training Programme for workers.

3) Better leave encashment programme should be implemented.

4) Reward for employees having less absenteeism.

5) Employees having leave under a particular limit should be awarded

monitory rewards.

6) In order to create competition amongst the employee, employee having

less leave should be awarded “Best employee of the month”,” Best

Employee of the Year”.

Strong action should be taken against the.

49
CONCLUSION

Every organization needs to look after recruitment and selection in the initial period and
thereafter as and when additional manpower is required due to expansion and
development of business activity.

Right for the right job is the basic principle in recruitment and selection. Ever person
organization should give attention to the selection of its manpower, especially its
managers. The operative manpower is equally important and and essential for the orderly
working fan enterprise. Every business organization/unit need manpower for carrying
different business activities smoothly and efficiential.Human resource management in a
organization will not be possible if unsuitable persons are selected and employment in a
business unit.

In recruitment, information is collected from interested. For this different source

such as newspaper advertisement, employment exchanges, internal promotion, etc.are
used.
In the recruitment, a pool of eligible and interested candidates is created for
selection of most suitable candidates. Recruitment represents the first contact that
company makes with potential employees
Selection is basically picking an applicant from (a pool of applicants) who has the
appropriate qualification and competency to do the job. The difference between
recruitment and selection: Recruitment is identifying n encouraging prospective
employees to apply for a job.
Selection is selecting the right candidate from the pool of applicants.

50
 BIBLIOGRAPHY
Marketing management, Rajan Saxsena
Marketing management, Philip Kittler
www.indiacar.net
www.jktyre.com
www.businessstandard.com

51