A Summer Training Project Report On

Titled “BRAND AND IMAGE” Submitted in partial fulfillment for the Award of degree of Master of Business Administration

Submitted By: Rakhi MBA III Sem

Submitted To: Ms.Silky Tuteja



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 BIRLA 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 BIRLA 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 BIRLA 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 BIRLA Tyres Ltd. was to treat main, who are the main Factor of Production among man, machine, materials, money manufacturing technology with respect and dignity.


The project of such magnitude cannot be accomplished without the assistance and co-operation 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: BIRLA 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.

the customer had succeeded in capturing all the attention of the companies towards him. so much so. all the companies worldwide are tuning their focuses on the customer. In the past. the powerful hands of the organization.” caveat – emptor” has been replaced by “caveat venditor” . There has been a “paradigm shift” in the thinking of these companies and none other then the customer has brought this about. 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. quality. there has been total transformation in the way the customers being perceived. Earlier there was a sellers market. service and marketing. The attitude of the manufacture was that of “caveat – emptor”. that the once famous maxim. as there were not many players in the fields.4 Executive Summary In today’s world of intense competition and rapid dynamism. The maxim. Today. Their focus has shifted towards integrating the three elements people. the customer has a host of defense mechanism like the customers protection laws. regulation of the government. the market scenario has changed today. Suddenly. A customers can “make or break” a company. not much importance was attached to product safety. ever since the advent of the era of globalization. But. Thanks to the government policies on liberalization. It is the responsibility of every company to see that all its customers are equally satisfied with them. service and product appeal. “customer is the god” has become so true and relevant today. switching to substitute or competitors that offer at competitive prices. customers’ courts. etc. 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. since goods and services were in short supply and the sellers use to call the shots. globalization and privatization (LPG). the customers was taken for a ride.

5 Table of contents S.5 Limitation of Study Facts and Findings Analysis and Interpretation SWOT Conclusion Recommendations & Suggestion Appendix Bibliography Pg.3 Sample Size & method of selecting sample 3. 2. INTRODUCTION TO THE INDUSTRY . 8. No. 10.2 Type of Research 3. Particulars Introduction to the Industry Introduction to the Organization Research Methodology 3. 6.4 Scope of Study 3. 9. 5. No. 7. 4. 3.1 Objective of Study 3. 1.

V Tyres. slogan. and design scheme that convey the essence of a company. The key objective is to create a relationship of trust. both directly relating to its use. design. The main scope of this study is to ascertain various methods to increase the sales volume of the concern. & S. A THEORETICAL ASPECT OF BRAND IMAGE WITH RESPECT TO PRICE LEADERSHIP A brand is a collection of images and ideas representing an economic producer. fonts. and even personality. The method includes regular product information to the buyers. and through the influence of advertising. A brand is a symbolic embodiment of all the information connected to a company. One of the important aspects of this study is also to increase the market segment for the products. Muzaffarpur. A brand often includes an explicit logo. and media commentary. product or service. . symbols and sound which may be developed to represent implicit values. A brand serves to create associations and expectations among products made by a producer. color schemes. logo. product or service. at Muzaffarpur.C. it refers to the descriptive verbal attributes and concrete symbols such as a name.V. ideas.C. more specifically. The introduction as well as completion of the study is STUDY OF BRAND IMAGE with respect to Price Leadership for BIRLA L.6 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 BIRLA TYRES LTD. creating a brand position in the market and taking measures to make the brand remain in its position. The study centered to take strategic decisions in support of BIRLA TYRES in the field of marketing. Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service.

The psychological aspect. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace. as it demonstrates what the brand owner is able to offer in the marketplace. The art of creating and maintaining a brand is called brand management. Disney has been successful at branding with their particular script . creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. political parties or religious organizations) may also be known as "branding".Concepts Some marketers distinguish the psychological aspect of a brand from the experiential aspect. is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service. now being described as "cultural accessories and personal philosophies". the marketing of entities which supply ideas or promises rather than product and services (e. This approach works not only for consumer goods B2C (Business-to-Consumer). A brand is therefore one of the most valuable elements in an advertising theme. see Philip Kotler & Waldemar Pfoertsch. One goal in brand recognition is the identification of a brand without the name of the company present. it is said to have achieved brand franchise. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. and "branding" and brand equity have become increasingly important components of culture and the economy. sometimes referred to as the brand image. In non-commercial contexts.g. A brand which is widely known in the marketplace acquires brand recognition.7 The brand. but also for B2B (Business-to-Business). Marketers engaged in branding seek to develop or align the expectations behind the brand experience (see also brand promise). For example.

In this context a "brand name" constitutes a type of trademark. Where two products resemble each other. The act of associating a product or service with a brand has become part of pop culture. but one of the products has no associated branding (such as a generic. Advertising spokespersons have also become part of some brands. A brand owner may seek to protect proprietary rights in relation to a brand name through trademark registration. which it used in the logo. for example: Mr. Whipple of Charmin toilet tissue and Tony the Tiger of Kellogg's. although it is more correctly used to specifically denote written or spoken linguistic elements of a brand. 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. . as it often serves to denote a certain attractive quality or characteristic (see also brand promise). Most products have some kind of brand identity. store-branded product). Consumers may look on branding as an important value added aspect of products or services. Brand name The brand name is often used interchangeably with "brand". branded products or services also command higher prices. if the brand name exclusively identifies the brand owner as the commercial source of products or services. from common table salt to designer clothes.8 font (originally created for Walt Disney's "signature" logo). From the perspective of brand owners.

warmth.9 Brand identity How the brand owner wants the consumer to perceive the brand . Brand personality is usually built through long-term marketing. or imagination. Such brand personality traits may include seriousness.[2] Brand identity is fundamental to consumer recognition and symbolizes the brand's differentiation from competitors. as well as packaging and graphics. with externalization on the one side and internalization on the other. In 1992 JeanNoel Kapferer developed the Brand Identity Prism. In this respect Kapferer positions brand personality as one factor within brand identity. which charts the brand identity along a constructed source and constructed receiver axis. Brand identity may be defined as simply the outward expression of the brand. but also in terms of the values a brand carries in the eye of the consumer. "relationship" and "reflected consumer". "culture (values)" and "consumer mentalisation". On the externalization side brand identity consists of "physical facet".[3] Some practitioners however define brand identity as not only outward expression (or physical facet). The brand owner will seek to bridge the gap between the brand image and the brand identity. . Brand personality Brand personality is the attribution of human personality traits to a brand as a way to achieve differentiation. On the internalization side brand identity consists of "personality". organisation. product or service. such as name and visual appearance.and by extension the branded company.

representatives. Campaigning groups may deliberately target a company’s brand value to force a company into adopting a certain position or practices. states that tangible assets may account for less than five percent of a company’s market value.10 Brand promise Brand promise is a statement from the brand owner to customers. Brand value may also arise in terms of staff retention benefits (e. Some campaign groups have thought to do this by deliberately subverting a brand’s image. which identifies what consumers should expect from all interactions with the brand. . For example. Up to 85 percent of a company’s market value might be intangible (for example know-how. and its brand value can account for some of the difference. Interactions may include employees. a brand consultancy. used by analysts to rationalize the difference between a company's "book value" and market value. and Interbrand. 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. such as stock or machinery).g. Brand value. and reflects the extent of brand franchise. 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. may arise out of customer loyalty. existing client relationships). A brand can be an intangible asset. actual service or product quality or performance. communication etc. Brand value Brand equity or brand value measures the total value of the brand to the brand owner.

creating a negative association among consumers. whatever its derivation. for it is essential that the brand names and trademarks are protected by all means available. However. In this context. retailers' "own label" brands can be just as powerful. Brand monopoly In economic terms the "brand" is. before the company's downgrading. particularly those related to decreased price competition. is a very important investment for any organization Branding policies There are a number of possible policies: Company name Often. in effect. most "branding" is established by promotional means. the saying. or focusing on the message. 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. as pioneered by groups such as Adbusters.).11 logo or message. it is just the company's name which is promoted (leading to one of the most powerful statements of "branding". . This attack may be visual. In all these contexts. The "brand". especially in the industrial sector. 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. there is also a legal dimension.

12 Individual branding Individual branding. That means that there are less Halo-effects and one can position all products differently without making trade-offs. This is contrasted with family branding in which the products in a product line are given the same brand name. Attitude branding Attitude branding is the choice to represent a larger feeling. attitude branding is described by Naomi Klein as a "fetish strategy". also called multibranding. examples include the Japanese company Muji. 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. Muji products are not branded. Other brands which are thought to follow a no-brand strategy like Muji. a simple shopping experience and the anti-brand movement. Safeway. which is not necessarily connected with the product or consumption of the product at all. In the 2000 book. quality goods" in English. No Logo. and Apple Computer. The advantage of individual branding is that each product has a self image and identity that's unique. which means "No label. . This facilitates the positioning process. Starbucks. The Body Shop. is the marketing strategy of giving each product in a product portfolio its own unique brand name. Although there is a distinct Muji brand. does not brand its products. "No-brand" branding Recently a number of companies have successfully pursued "No-Brand" strategies. Marketing labeled as attitude branding include that of Nike.

brands may be developed in a number of ways: Brand extension The existing strong brand name can be used as a vehicle for new or modified products. a 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. 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).13 Derived brands In this case the supplier of a key component. may wish to guarantee its own position by promoting that component as a brand in its own right. Multi-brands Alternatively. hotels. home decor. 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). . in order to pre-empt others entering the market. used by a number of suppliers of the end-product. furniture. In its most extreme manifestation. (sun-) glasses. shoes and accessories. luggage. simply to soak up some of the share of the market which will in any case go to minor brands. etc. Brand development In terms of existing products. many fashion and designer companies extended brands into fragrances. for example. home textile.

Their focus has shifted towards integrating the three elements people. the customers was taken for a ride. as there were not many players in the fields. not much importance was attached to product safety. Thanks to the government policies on liberalization. regulation of the government. MRF followed suit in 1946. the powerful hands of the organization. there has been total transformation in the way the customers being perceived. service and marketing. switching to substitute or competitors that offer at competitive prices. the customer has a host of defense mechanism like the customers protection laws. quality.” caveat – emptor” has been replaced by “caveat venditor”. In the past. The attitude of the manufacture was that of “caveat – emptor”. 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. customers’ courts. But. 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. Since then. since goods and services were in short supply and the sellers use to call the shots. The maxim. ever since the advent of the era of globalization. service and product appeal. globalization and privatization (LPG).14 Earlier there was a sellers market. 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. . Today. etc. 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. the Indian tyre industry has grown rapidly. the market scenario has changed today.

44% for Truck Tyre. Annual consumption of NR by tyre industry is 3. The raw materials used in the manufacture of tyres are rubber and petroleum derivatives like nylon tyre cord. 14 billion. over 1.50 lakh tonnes. styrene butadiene rubber and poly butadiene rubber. carbon black. 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 .15 Transportation industry and tyre industry go hand in hand as the two are interdependent. Although this constitutes a small percentage (1. Any change in the prices of raw materials affects the profitability of tyre companies. Natural rubber (NR). The most important raw material is rubber-natural and synthetic. With an extensive road network of 3. the tyre industry is highly raw material intensive. Over 85% of NR consumed' by the industry is procured domestically. 41% for Passenger Car Radial Tyre. 15% is imported.10.000 passenger car tyres were imported. road accounts for over 85% of all freight movement in India. valued at Rs. with 29% weightage in the cost of raw materials used by tyre industry.5%) of total passenger car .2 million km. 35% for Tractor Rear Tyre and 76% for Truck Tyre Increase in raw material costs Apart from being capital intensive. Import of tyres During the FY2002. Transportation industry has experienced 10% growth rate year after year with an absolute level of 870 billion ton freight. is the highest cost item.

etc. 15%) under the Bangkok Agreement as against 20% normal rate of customs duty. Globally this segment of tyre export is shrinking due to greater acceptance of radial tyres. Kenya. China has emerged as a major exporter in bias tyre category. Indian tyre industry will find it extremely difficult to regain its erstwhile position in these markets. since there is no restriction on import of new tyres or as tyres under the "others" category. sometimes as new tyre at low value.e. Additionally. Over the years. tests. hidden subsidies by the Chinese Government. Philippines. the percentage is higher when compared against domestic production of radial passenger car tyres. since total imports are of radial passenger car tyres. South Korea. Pakistan. A large percentage of imports are from South Korea at a concessional rate of customs duty (i. Many countries such as Japan.16 tyre production in the country. Bangladesh. have either put a complete ban on import of used tyres or have placed stringent conditions on such imports. is adversely affecting Indian tyre exports to these markets. like US. Export of cheaper tyres from China to major tyre importing markets. cheaper electricity tariff. Tyre Exports The product focus of tyre exports from India has been Traditional Truck Tyres. Thailand. If the trend is not reversed. better infrastructure facilities and lower transaction costs are factors favourable to Chinese tyre industry. India's share in exports to these countries (especially USA) is progressively declining. . etc. Even though the Government has imposed a restraint on the import of used tyres into India. occasionally there are reports of import of such tyres in a clandestine manner. export of Indian tyres to select countries is subjected to non-tariff barriers (NTBs) by way of standards. Low rate of interest.

a 19% growth rate over FY2002. the major players are in the process of expanding their capacities. the price realization of tyre manufacturers also registered an increase by 8%. but when it did not materialise. as against a 0. in FY2003. they reduced their addition to capacities. Additionally. As regards supply of tyres. The total installed capacity of the Indian tyre industry is around 60. As far as domestic demand is concerned. Price & Capacity Utilization The total tyre produced in the country was 51. Apollo Tyres has set up a joint venture with Michelin for manufacture and sale of bus and truck radials.6% increase in FY2002. in anticipation of uptrend in sales. Given the strong linkages of tyre industry with automotives. as of FY2003. the size of the Indian tyre industry is estimated at Rs. currently. and the capacity utilization is around 85%. the OEM and the replacement segments are likely to witness strong growth given the current performance of the automotive sector.5% of Indian GDP). JK is expanding its Mysore truck and bus radial facility along with eyeing acquisitions of smaller units. CAGR of tyre production (in %) FY 1993-2003 9%FY 1993-1998 FY 1999-2003 FY 2002-2003 7% 9% 19% Compiled by INGRES Currently. For instance. However. Ceat has increased its offtake by 3 times from Pirelli. Thus.17 Trends in Production.58 million units in FY2003 . 128 billion (0. a characteristic of the Indian tyre industry is that most of the tyre manufacturers in the past had increased capacities in anticipation of a surge in demand.5 mn units. Demand Supply Gap The demand for tyres is either in the domestic market or in the export market. Consumption. the demand-supply gap is . its demand is likely to be strong over the short to medium term.

its acceptance is still limited. the industry remains inherently vulnerable to economic cycles. propelled by sustained uptrend in demand and sales of automobiles in general. and commercial vehicles and passenger cars in particular. In the domestic market. could pose a challenge to replacement demand in the medium term. Review of Performance Overall Performance The operating margin of the representative sample of tyre companies improved during FY2003. With the replacement segment dominating the overall tyre demand in India. the net profit margin of the tyre companies even though improved. Additionally. was still at 3%. as it is witnessing sustained rise in prices of raw materials like natural rubber. . and the faring of the transport sector directly influence the performance of the tyre industry in India. However. in the bus and truck tyre segment. tyre manufacturers are expected to increasingly focus on expanding their dealership networks & explore possibilities of tie-ups among themselves to penetrate the growing customer base. which is gaining increasing acceptance. this does not get translated into improved margins for the industry. performance of domestic automotive industry. However. Bus and truck radicalization could emerge in the long term as the quality of roads improves and the restrictions on overloading are better enforced.18 likely to be an important issue for the Indian tyre industry over the short to medium term. The practice of re-treading. Performance in FY2004 The tyre industry continues to be driven by good demand growth. While radicalization has become the norm in the passenger car segment. The level of economic activity. They are also likely to pursue innovative measures (such as "dial-a-tyre service and road shows) to improve customer awareness. the customs duty on imports has been brought down from 25% to 20% and Special Outlook Additional Duty of 4% has been dispensed with.

Growth of Tyre industries in India The Indian tyre industry is expected to clock a tonnage growth of 9-10 per cent over the next five years. inorganic growth would be achieved through alliances and M&As.69 per cent during 2002-07. However. The size of the industry was estimated at Rs 19. the replacement tyres accounted for 53 per cent of the total tyre tonnage offtake. followed by 31 per cent share of OEM and 15 per cent by exports. The industry is likely to expand through a combination of organic and inorganic growth. the Indian tyre companies need to explore newer markets as the existing market is nearing saturation. The study points out that on the export front.000 crore in 2006-07 with a total production of 736 lakh units of tyres. with rationalization catching up in the foreign markets. 49. the LCV (lightCommercial vehicles) tyres are poised for a CAGR of 14 per cent. This apart.600 crore were exported. rupee appreciation and cheap Chinese imports.19 The consolidation of the Indian tyre industry is likely to continue in the coming years through mergers among existing players. according to a study by Credit Analysis and Research Limited (CARE) While the truck and buses tyres are set to register a CAGR (compounded annual growth rate) of 8 per cent. the growth in the Indian tyre industry will be fuelled by the expansion plans of the automobile companies. While organic growth would come from raising efficiency levels. the tyre industry has to grapple with raw material price volatility. 54. According to the CARE study. government's focus on development of road infrastructure and sourcing of auto parts by the global Original Equipment Manufacturers (OEMs). Out of the 736 lakh ton of tyres.560 units worth Rs 2. The tyre industry in India recorded a CAGR of 9. a. the Indian tyre . In 2006-07. The exports from India posted a CAGR of 13 per cent in unit terms and 18 per cent in value terms between 2002-07.

This also increases the total number of "facings" it receives on supermarket shelves. Sara Lee. Once again. Small business brands Branding a small or medium sized business (SME) follows essentially the same principle a branding larger corporation. Some people argue that it is not possible to brand a small business. on the other hand. running as many as ten detergent brands in the US market. . run flat tyres. however there are many examples of small businesses that became very successful due to branding. the domestic tyre manufacturers still lag behind their global counterparts in terms of product differentiation. The main differences being that small businesses usually have a smaller market and have less reach than larger brands.20 companies need to graduate to radial tyres so as to protect their share in the export market. Global tyre makers offer a wide change of products like tyres with pressure warning systems. of differing quality. Procter & Gamble is a leading exponent of this philosophy. to be sold without confusing the consumer's perception of what business the company is in or diluting higher quality products. eco-friendly tyres and energy efficient tyres Individual brand names naturally allow greater flexibility by permitting a variety of different products. uses it to keep the very different parts of the business separate — from Sara Lee cakes through Kiwi polishes to L'Eggs pantyhose. The CARE report observes that though the tyre technology in India has witnessed several developments with continuous innovation.

Where the retailer has a particularly strong this "own brand" may be able to compete against even the strongest brand leaders. 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).21 Own brands and generics With the emergence of strong retailers the "own brand". probably as an outgrowth of consumerism. At the same time.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. 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. especially. emphasizing the lack of advertising and. a retailer's own branded product (or service). Concerns were raised that such "own brands" might displace all other brands. the plain packaging (which was. however.. and may outperform those products that are not otherwise strongly branded. The strength of the retailers has. often simply a vehicle for a different kind of image). 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). effectively unbranded goods) have also emerged. also emerged as a major factor in the marketplace. These made a positive virtue of saving the cost of almost all marketing activities. perhaps. "generic" (that is. Some of the more active marketers have now also switched to 'category marketing' . .

Mathew T. due to the huge investments required. integrity. The history of BIRLA Tyres dates back to 1974 when it was incorporated as a company in Cochin. However. Marattukalam. BIRLA Tyres has stood the test of time on the four pillars of vision. the company was taken over by Dr. soon after its inception. Therefore.22 2. Raunaq Singh. symbolising the creation of light. At the time. And like the Greek charioteer. Cochin by Mr. Jacob Thomas and his associates. BIRLA wiped out its net worth and became a BIFR company during the Emergency years. In 1976. BIRLA Tyres was returned to its owners during the Janata Government. bicycles. quality and sheer determination. The first 20 years of the company's existence were not easy. Kerala through the purchase of a licence from the Ruby Rubber Works. 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. 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. BIRLA's first manufacturing facility (often referred to as the 'mother plant') is in Perambra. the then core team. led by Onkar Singh Kanwar. However. Extensive on-ground research by the team allowed it to understand the areas in which BIRLA could make an impact. BIRLA then used to make the entire gamut of tyres required for scooters. Modi Tyres had an overwhelming market share and reputation. . trucks and cars. hence knowledge and truth. Cochin where production commenced in 1977 with an installed capacity of 420.000 each of tyres and tubes. INTRODUCTION TO THE ORGANIZATION History of the Organization BIRLA Tyres straddles the Indian tyre industry much like the Greek Sun God BIRLA's four horse-drawn chariot races across the vast expanse of the sky.

Later. n other innovative moves. Loadstar and XT-7. "People deliver innovation Innovations deliver success A few of the differences our people made" First Indian tyre company to launch exclusive branded outlets -. In fact. products still enjoy consumer validation.23 The philosophy then was 'one product fits all'. Apart from enjoying the distinction of being the first tyre company to segment the market on the basis of load and mileage requirements. BIRLA tyres Ltd. providing the superiority of the product. In later years. 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.for truck tyres .BIRLA Tyre World -. 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. BIRLA is the first tyre company to run customer loyalty and awareness programmes to enable them to derive optimal benefits from their BIRLA farm tyres. and also the first to launch exclusive rural retail stores 'BIRLA Tyre World' for truck tyres. XT-9 is the only tyre in India to have sold more than one crore units. there have been many such first in BIRLA's cap. It was a tyre called the Hercules which was the first of its kind. Another landmark has been the successful implementation of SAP across the organisation for better results and productivity. products like Amar. the tyres truckers fitted on their vehicles were the same. while providing drivers with the crucial safety net. where regardless of the kind of usage. Team BIRLA decided to known as the 'overload' segment and produce tyres which could withstand the extra load the vehicles were made to carry. XT-9 and XT-9 Gold were introduced.

24 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 First First First First

Indian tyre company to run a customer loyalty programme Indian tyre company to introduce radial tyres for the farm category tyre company in India to obtain ISO Certification for all its operations Indian tyre company to produce H, V and W-speed rated tubeless tyres Indian tyre company to run HIV-AIDS awareness and prevention clinics for the trucking community


Indian tyre company to support the creation of an Emergency Medical Service in an Indian city

First First

Indian tyre company to execute an overseas acquisition 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, Kerala) 1991 Second plant commissioned in Limda (Baroda, Gujarat ) 1995 Acquired Premier Tyres in Kalamassery (Cochin, Kerala) 1996 Exclusive tubes plant commissioned in Ranjangaon (Pune, Maharashtra) 2000 Exclusive radial capacity established in Limda

25 2000 Established BIRLA Tyres Health Care Clinic for HIV-AIDS awareness and prevention in Sanjay Gandhi Transport Nagar, Delhi 2003 Expansion of passenger car radial capacity to 6,600 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 , Gujarat 2005 BIRLA Tyres Health Care Clinics in Udaipur in Rajasthan and Kanpur in Uttar Pradesh 2006 Expansion of passenger car radial capacity to 10,000 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 BIRLA Tyres Health Care Clinic in Ukkadam, Tamil Nadu 2006 Launch of DuraTread, 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 2007 Launch of DuraTyre, retreaded tyres from BIRLA 2007 Launch of the BIRLA Tennis Initiative and Mission 2018

The Future At BIRLA Tyres, they believe in being in control of their destiny. They set ambitious targets and believe in stretching themselves to outperform them.

26 Therefore, the leadership position in the Indian market notwithstanding, BIRLA is now set to look overseas for new challenges. Nearly all initiatives being taken at this point in time are geared to fuel this ambition. At home and abroad, BIRLA is looking to not only consolidate its leadership position in various segments through newer, high technology products but also through consistent organic and inorganic growth opportunities, in tyres and allied products. Becoming a leader in the passenger car tyre segment is a priority as is the export of passenger car radials. If the company continues to grow at the current pace, BIRLA expected to reach the US$1 billion mark in less than five years. Continuous focus on cost control and operating efficiency remains the hallmark of the company. Adding to all this is the fact that radialisation in India is throwing up fresh opportunities, as is the boom in road infrastructure and the completion of the Golden Quadrilateral and the North-South-East-West corridor. Therefore the future is optimistic with promises of a virtuous cycle of growth. BIRLA has three Tyre manufacturing facilities and one unit for the production of tubes and flaps in four locations based in West and South India. BIRLA Endeavour has been to have the widest spread of sales and regional offices, along with stock points at locations which allow for maximum customer reach and efficient supply chain management. BIRLA dealer or business partners are also chosen with great care. BIRLA's products are sold through a combination of outlets ranging from exclusive dealerships to multi-brand and branded retail outlet The continuous up gradation of dealer knowledge is in BIRLA's interest and therefore their training is undertaken by the company. With a dedicated field sales, technical and commercial force of 600, we feel that we are best positioned to meet the customer specific needs.

Research and Development for BIRLA Tyres
The state-of-the-art Research & Development Centre had its birth at Perambra, Cochin and later on, it has grown to a substantial height and

Baroda. this multidisciplinary team of scientist devoted to lead the organisation towards an outstanding level of success. its goal has been to foster development 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. Inorganic & Organic Chemistry. Recently company has tie ups with IIT's & IIM's for Rubber Technologies. 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. All the activities of the centre are extensively supported by a series of highly sophisticated equipment. Textile Technology. Physics and Mathematics. the centre is aiming for further growth . experience and hard work. From the hour of inception. Rubber Technology.27 stature at its present location at Limda. Through a synergistic blend of knowledge. Currently.

iii. . The brand name is often used interchangeably with "brand". if the brand name exclusively identifies the brand owner as the commercial source of products or services. 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. besides an analysis of the situation in which the customer uses the product. Advertising spokespersons have also become part of some brands. and margins. ii. both of the firm and competitors. convenience and technology are some of the niches in Indian market. Product and service planning: Analysis of the customer’s promotion of the brand. mobile distribution are some of the key factors that are going to affect the distribution process in the Indian market. iv.28 and is exploring unchartered areas of research in the field of Tyre Technology that will provide BIRLA Tyres the edge in today's ultra-competitive global market scenario. Managing for result: With pressure on costs. for example: Mr. prices. Whipple of Charmin toilet tissue and Tony the Tiger of Kellogg's. Distribution: Structural changes in inventory management. Marketing Strategy Strategic thinking is key to the evolution of successful marketing strategies of Birla Tyre. Finding market niches: Price. although it is more correctly used to specifically denote written or spoken linguistic elements of a brand. This involves the following analyses: i. service. v. In this context a "brand name" constitutes a type of trademark. A brand owner may seek to protect proprietary rights in relation to a brand name through trademark registration. marketers will have to make effective utilization of every rupee spent in marketing.

Marketing mix required to succeed e. Prospective inches d. How well the market is served c. Core competencies required . 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.29 Market opportunity of Birla: Identification of market opportunity is critical before the management of affirm takes a decision to launch or diversify in any product area. Size of the market b.   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.

Demand analysis: is the core aspect of market opportunity. I.. III. II..30 Market segment analysis Industry analysis Competition analysis Demand Condition s Trade analysis 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.. Segmentation analysis: is the process of dividing the market into homogeneous sub units. Industry analysis: .

Threat of Substitutes: Low but Increasing During the FY2002. 8. over 1.31 Entry Barriers: High The entry barriers are high for the tyre industry.000 million. This constitutes over 2% of total radial passenger car tyre production in the country. A plant with an annual capacity of 1. 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.000 passenger car tyres were imported.10. However. the import of tyres is likely to increase. Industry Analysis . A similiar plant producing radial tyres costs Rs. . 4.5 million cross-ply tyres costs between Rs.Porter's Model Competitor analysis: analysis of competition how well the market is served. the OEMs faced with declining profitability have also reduced the number of component suppliers to make the supply chain more efficient. In fact. 5.000 and Rs. Bargaining Power of the Suppliers: High Inter Firm Rivalry: Low The tyre industry in India is fairly concentrated. It is a highly capital intensive industry.000 million. with the reduction of peak custom duty. Bargaining Power of the Buyers: High The OEMs have total control over prices. with the top eight companies accounting for more than 80% of the total production of tyres The tyre industry consumes nearly 50% of the natural rubber produced in the country.

by pricing. place. the fundamentals of marketing typically identifies the four P's of the marketing mix as referring to: 1.32 Marketing mix: A Marketing mix is the division of groups to make a particular product. Place . branding. and quality. Product 2. such as personnel and packaging. Price 3. Although some marketers[who?] have added other P's. product. Promotion 4.

00-2016PR 10. Product range: BIAS SIZE RIB 9.33 Product A tangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units.00-2016PR JET RIB JET RIB JET MILES TYPE .00-2014PR JET RIB 9. A less obvious but ubiquitous mass produced service is a computer operating system. Typical examples of a mass produced tangible object are the tyre. Intangible products are often service based like the tourism industry & the hotel industry.

25-2014PR 9.00-2016PR TRACK TUF NORMAL LOAD 8.00-2016PR 10.00-2014PR TRACK TUF SEMI LUG 10.00-2016PR 12.00-2014PR 9.34 9.00-2016PR LUG MODERATE 8.00-2016PR 09.00-2016PR HEAVY 10.00-2016PR 11.00-2016PR 11.25-2014PR 9.00-2016PR LUG 10.00-2016PR 10.00-2014PR 9.00-2016PR TYPE JET STEEL-JDH JET STEEL-JDC JET STEEL-JDC JET WAY JUC TRACK 39 DX TRACK 39 & DX JET TRACK JET TRACK JET TRACK JET KING JET KING JET KING 9.00-2016PR RADIAL SIZE 9.00-2016PR SUPER HEAVY 10.00-2016PR TRACK TUF JET TRACK JET TRACK JET TRACK JET CLASSIC .

It is determined by a number of factors including market share.00R2018PR JET WAY JUC JET WAY JBR JET WAY JUH JET WAY JUH Price The price is the amount a customer pays for the product.00R2016PR 12.00R2016PR SEMI LUG 11. radio and Internet adverts . Advertising covers any communication that is paid for. which is common in film promotion. Promotion Promotion represents all of the communications that a marketer may use in the marketplace. It can include any physical store as well as virtual stores on the Internet.advertising.35 10. word of mouth and point of sale. Place Place represents the location where a product can be purchased.00R2016PR JET WAY JUC JET WAY JUC 9. public relations. material costs.00R2014/16PR RIB 10. product identity and the customer's perceived value of the product.00R2016PR 11. A certain amount of crossover occurs when promotion uses the four principal elements together. The business may increase or decrease the price of product if other stores have the same product. It is often referred to as the distribution channel. Promotion has four distinct elements . competition. from television and cinema commercials.

Public relations etc are other such means of promotion. Financial Status of the Organization NG FINANCIAL HIGHLIGHTSOPERATI . Saes staff.36 through print media and billboards. as in useful items distributed to targeted audiences with no obligation attached. word of mouth. One of the most notable means of promotion today is the Promotional Product.

37 .

Tyre OTHERS GOODYEAR BIRLA .38 Competitors of the Organization  List of competitors MRF CEAT BRIDGESTONE DUNLOP J.K.

Electronics and Computer Software Export Promotion Council (ESC)-an autonomous organization under the Ministry of Information Technology. Computer Software. Extra Durable Lug. RIBLUG FOR HEAVY DUTY ON/OFF USE. It has a membership of 1800 companies divided into the following product groups :. Telecommunication Equipment. FABRIC BELTED RADIAL PASSENGER TYRES. on a regular basis to Indian electronics and computer software exporters. Computer Hardware and Peripherals. Government of India is the nodal agency to promote the Electronics and Computer Software trade with India. PASSENGER BIAS TYRES. Practically all major players in the Indian Electronics export arena are members of ESC. Government of India is the nodal agency to promote the Electronics and Computer Software trade with India. HIGHWAY RIB. Market research studies in major overseas markets on a regular basis to . The services provided by ESC include. Extra Heavy Duty Lug.Consumer Electronics and toys of all kinds. Various types of tyres available is given here : Deep Tread Highway Rib. Heavy Duty Highway Rib. Medical and other Industrial Electronics. Internet Related Services. Extra Durable Lug. Highway Rib. Telecommunication Equipment. Electronics and Computer Software Export Promotion Council (ESC)-an autonomous organization under the Ministry of Information Technology. MUD AND SNOW TYRES. We provide services such as : ESC : YOUR VITAL LINK TO THE INFORMATION TECHNOLOGY AND ELECTRONICS INDUSTRY IN INDIA. Development of export and exploration of possibilities of strategic tie ups. Highway Rib. Standard Highway Rib. FARM SERVICE RIB. Development of export and exploration of possibilities of strategic tie ups. Electronic Instruments. RIB-LUG FOR HEAVY DUTY ON/OFF USE. Market research studies in major overseas markets on a regular basis to explore foreign markets and identify items of export potential. REAR FARM TYRES. A constant stream of upgraded information on international marketing trends and products specifications is made available. We provide services such as : ESC : YOUR VITAL LINK TO THE INFORMATION TECHNOLOGY AND ELECTRONICS INDUSTRY IN INDIA. Computer Hardware and Peripherals. FARM SERVICE RIB. It has a membership of 1800 companies divided into the following product groups :. Standard Highway Rib. contract manufacturing and other tie ups. Extra Heavy Duty Lug. PASSENGER BIAS TYRES. Electronic Components. Internet Related Services. Practically all major players in the Indian Electronics export arena are members of ESC. Computer Software. REAR FARM TYRES. Heavy Duty Highway Rib. Electronic Instruments. HIGHWAY RIB.Consumer Electronics and toys of all kinds. Workshops and Deep Tread Highway Rib. Medical and other Industrial Electronics. FABRIC BELTED RADIAL PASSENGER TYRES. All Terrain Highway Traction. The information is packaged through Seminars. Tubes & Flaps. Electronic Components. contract manufacturing and other tie ups. All Terrain Highway Traction. MUD AND SNOW TYRES.39 We are manufacturers and exporters of Automotive Tyres. The services provided by ESC include.

Workshops andPublications. The social class to which the individual belongs tells about the type of products the individual prefers. Habits. Variety seeking behavior is seen when customers purchase low-involvement products. and psychological factors like motivation. Our tyres are approved by DOT (Dept. Other factors that influence the buying behavior are social factors like reference group and family. Organises buyers/sellers meets. when they purchase routinely purchased. Customer buying behavior is broadly classified into three types.. of Transportation. Extensive problem solving buying behavior is exhibited when a customer buys high involvement. Buying roles and buying decision constitute consumer’s decision-making behavior.40 explore foreign markets and identify items of export potential. Brazil. on a regular basis to Indian electronics and computer software exporters. market surveys and sales study missions in overseas markets. We are part of B. The plant has an installed capacity of 1 million Tyres & Tubes per annum. perception and attitudes of the customers. life cycle and occupation. A customer can adapt various buying roles like initiator. USA) and in-metro. Birla Tyres became one of the first tyre manufacturers in the country to be awarded the ISO 9001 certificates. ESC participates in practically all major electronic exhibitions in the world to help Indian electronics and computer software exporters meet potential importers. maintainer and disposer in purchasing and using the products. 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. Buying behavior helps marketers learn the intensity and degree of involvement of customers in purchasing the products. in technical collaboration with Pirelli Ltd. buyer. influencer. personal factors like the age.K.K. low cost products. one of the biggest business houses in India. A constant stream of upgraded information on international marketing trends and products specifications is made available. U. expensive and less frequently purchased products. We are one of the leading manufacturers of automotive Tyres and Tubes in India. decider. The information is packaged through Seminars. preparer. . Birla Group of companies. having set-up of a very modern plant at Balasore and Orissa. Consumers are involved in routine problem solving decision-making process. Consumer Buying Behaviour Consumer buying behavior is influenced by the culture and subculture.

customers collect the information about the product and available brands through personal sources. In the fourth stage. In the third stage. sister and other family member who may teach them what is wrong or right. brothers. These factors will influence their purchase behaviour however other factors like groups of friends. your upbringing. a role model or influences from certain groups? Culture is one factor that influences behaviour.41 Customers usually go through five stages in arriving at a purchase decision. public sources or experiential sources. the customers evaluate all the alternatives with the help of available information. Opinion leaders are those people that you look up to because your respect their views and judgments and these views may influence consumer . the customer identifies an unsatisfied need in him. In the second stage. Simply culture is defined as our attitudes and beliefs. he experiences post purchase satisfaction or dissatisfaction. your culture. Consumer behaviour is affected by many uncontrollable factors. the customer makes a purchase decision. In the first stage. which helps them develop these opinions. They learn about their religion and culture. So they can be simply a band like the Spice Girls or your immediate family members. Just think. though it might not be so in all the cases. 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. And finally in the fifth stage. Post purchase usage and disposal of the product is also of equal importance to the marketer. commercial sources. the media. as it can save cost and time of producing as well as help in protecting the environmental equilibrium. a child is influenced by their parents. what influences you before you buy a product or service? Your friends. Factors influencing the behaviour of buyers. But how are these attitudes and beliefs developed? As an individual growing up. attitudes and beliefs (AIO).

People’s social status will also impact their behaviour. Also characters have an influence on buying decision. 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. a daily newspaper. . Whether the person is extrovert (out going and spends on entertainment) or introvert (keeps to themselves and purchases via online or mail order) again has an impact on the types of purchases made. 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. Types of buying behaviour. There is little difference between existing brands an example would be buying a diamond ring. the type of job may mean you need to purchase formal clothes.42 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. the income which is earned has an impact. The lifestyle of someone who earns £250000 would clearly be different from someone who earns £25000. 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. Complex buying behaviour is where the individual purchases a high value brand and seeks a lot of information before the purchase is made. because the purchase is expensive or infrequent. sugar or salt.g. There are four typical types of buying behaviour based on the type of products that intends to be purchased. Habitual buying behaviour is where the individual buys a product out of habit e. Variety seeking buying behaviour is where the individual likes to shop around and experiment with different products. there is perceived little difference between existing diamond brand manufacturers.

This is summarized in the diagram below: This model is important for anyone making marketing decisions. in more routine purchases. customers often skip or reverse some of the stages.43 How do customers buy? Research suggests that customers go through a five-stage decision-making process in any purchase. However. 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. .

having bought a product. you pass Starbucks and are attracted by the aroma of coffee and chocolate muffins). then a purchase decision is likely to be made there and then. may feel that an alternative would have been . In the evaluation stage. then the process of information search begins. the customer must choose between the alternative brands. The customer. point-of-sale displays Public sources: newspapers. we need a new sofa.g.g. products Post-purchase evaluation . The challenge for the marketing team is to identify which information sources are most influential in their target markets. salespeople. An “aroused” customer then needs to decide how much information (if any) is required. If not. Research suggests that customer’s value and respect personal sources more than commercial sources (the influence of “word of mouth”). At this stage. specialist magazines Experiential sources: handling. packaging. television. It is common for customers to experience concerns after making a purchase decision. consumer organizations. examining. If the need is strong and there is a product or service that meets the need close to hand. neighbors etc Commercial sources: advertising.44 The buying process starts with need recognition. A customer can obtain information from several sources: • • • • Personal sources: family.Cognitive Dissonance The final stage is the post-purchase evaluation of the decision. dealers. friends. I am hungry. radio. retailers. the buyer recognizes a problem or need (e. This arises from a concept that is known as “cognitive dissonance”. I have a headache) or responds to a marketing stimulus (e. using the product The usefulness and influence of these sources of information will vary by product and by customer.

To manage the post-purchase stage. Indian consumer profile  Indian consumers are knowledgeable.  They can explain their thought and behaviour. In these circumstances that customer will not repurchase immediately.  Most of the Indian are middle class. but is likely to switch brands next time.45 preferable. Then after having made a purchase.  Think in words.  They are tech savvy.  Indian consumers are literate.  Standard of living improved. the customer should be encouraged that he or she has made the right decision. . it is the job of the marketing team to persuade the potential customer that the product will satisfy his or her needs.  Rational and think in a linear manner.

This is important of management.1Title of the study: “Brand and Image” 3. So while taking part in the practical exposure by joining BIRLA Tyres Limited for six weeks training. I have to complete this part also. 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.46 3. This increase penetrability in the market.3 Objective of the Study:- Such a study is part of my curriculum to complete management Studies. at Muzaffarpur. During this practical exposure of Six Weeks.2 Duration of the study: 3. RESEARCH METHODOLOGY 3. . I have collected some important information for (about) BIRLA Tyers ltd. I am fulfilling the objectives of my curriculum.

and betterment of its Sale.4 Scope of the Study The scope of marketing research can be pointed out by a single word. "Consumer Preference".  The purpose of the study is to explore the market of BIRLA Tyres Ltd.  The objective of study is to describe the unique characteristics of BIRLA Tyres in Comparison to others. It is concerned with Sales and Distribution of BIRLA Tyres.  To know the latest grievance of Customers.  To collect the information and their attitude from Tyres customers. 3.  To collect their ideas about future purchasing of BIRLA Tyres. It can be termed as the balance wheel as the marketing system which harmonies the study and demand factors.  Marketing survey has wide scope and covers all aspects of marketing. Broadly its scope can be classified in the following categories :-  It is concerned with product of BIRLA Tyres.  The objective of the study is to develop sound inter personal relation to get maximum output both customer and producer of BIRLA Tyres.47  The main objective of study is to present conclusion and necessary suggestions regarding consumer awareness relating to BIRLA Tyres.  To know the awareness level of customers of BIRLA Tyres specially. Research on Promotional Policies of BIRLA Tyres   .

these information from their respective heads. Last but not the least Brand Image of BIRLA in market    3. Academic went to these depts. . iii) Field Observation :During the training period I visited Muzaffarpur market being sent by BIRLA Tyres Ltd.5 Methodology of the Study During the entire study. which were well known to the different departments and branches of the company. Muzaffarpur to observe how the marketing operations were being performed there. methods were followed which were found to be most important :- i) Personal Discussion :A lot of information on the subject.48  Research on pricing of BIRLA Tyres. ii) Documentary Observations :Secondary sources like books. were prevalent. Business Economics Research of BIRLA Tyres It is concerned with Buying behaviour of BIRLA Tyres. And branches together. journals published and unpublished materials from different departments of the company were consulted.

Golden Card (which was a govt.6Limitation 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 :. authorized taken for overload) was withdrawn for transporters. (ii) All of a sudden under load restriction was imposed by the Govt.(i) Unusual price increase like 8-10% in last 3 months. Under these circumstances or critical situations I face difficulties which may affect my report directly or indirectly. 3.g.49 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 BIRLA TYRES LTD. of Bihar e. .

Incase of normal loaded trucks customers mostly rely on CEAT but in over load APOLLO & JK are reliable. Like. in Purani chhavni area almost 60% of customers prefer BIRLA tires (especially BT339). In guaranteed tyres APOLLO’s “FM78” is the main contender of JK. Not only different choices but also having different experience on different brands. 2. Certainly MRF has not a good reputation at all. VIKRANT TRACK KING of JK is most used/preferred tyre overall. CEAT’s “FM 78” & “HCL SUPER” are very much preferred. “JET ACE”. where in Transport Nagar people prefer JK & APOLLO. Birla is the market leader followed by APOLLO. FACTS AND FINDING Findings After taking the feedback of more than 100 customers & analyzing 2156 tires the study reveals that customers are fond of different brands in different areas.50 4. The study shows that JK’s strong contender is CEAT who’s quality was appreciated by many. It is found that many customers prefer JK’s guaranteed tyres such as “JET TRAK 39” and economy class rib tyre “VIKRANT TRACK KING” for its milage & reliability but it is also true that many other brands such as “JET MILES”. “JET SUPER LUG” do not have a strong place in customers mind. Also for LUG & Semi Lug segment Chinese tyres such as YELLO SEA & CROSS are also grabbing a strong foothold in the market. in hanuman areas customers prefer Birla tyres. . 1.

out of which 5 countries. Competitor and Consumer preferences a company can not to stick solely with its existing products and services. JK Tyre is having edge breaking problem We are manufacturers and exporters of Automotive Tyres. we are market leaders 5. . In economy segment JK has Strong hold but premium segment is dominated by CEAT. DATA ANALYSIS AND INTERPRETATION Due to rapid changes in Technology. To improvise this products or services they collects information from the research person about their competitors products. Various types of tyres available is given here : . BIRLA Tyres is the largest tyre manufacturing company in India. A company may obtain new product development in company's own research and development.51 3. It provides good tyres to their customers. Customers want the new and improved product that comes about competitor. To serve this purpose "BIRLA Tyres" has Research and development department which develops new products as per the demand of the market. Tubes & Flaps. 4.

52 1.K. Ceat Birla Others No. of Respondents 60 50 35 25 20 10 . Which Brand of Tyres you use in Lug Pattern ? Company Name BIRLA MRF J.

Which Brand you use in RIB Pattern ? Company Name BIRLA MRF J.K.53 Brand of Tyres you use in Lug Pattern 10% 13% 5% 29% 18% 25% Apollo MRF J. Ceat Birla Others No. Ceat Birla Others 2.K. of Respondents 60 50 35 25 20 10 .

54 Brand of Tyres you use in Rib Pattern 10% 13% 5% 29% 18% 25% Apollo MRF J.K. Ceat Birla Others 3. In case of BIRLA. rank the following ? Company Name Quality Mileage Retred ability Claim Settlement Price Ranking 1 2 3 4 5 Percentage 52% 25% 10% 8% 5% .

55 .

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 .56 4.In case of other Brand what is the reason for choosing other brand ? Reason Price Sensitivity Mileage Service (after sale) Credit No.

Have you heard 2 days "Claim Samadhan" by BIRLA ? No. of Respondents yes No 150 50 heard 2 days "Claim Samadhan" by Apollo 25% Yes 75% No .57 5.

58 6.Your Purchase on : No. of Respondents Cash Credit Both 50 50 100 Your Purchase on 25% Cash Credit 50% 25% Both .

of Respondents Yes No Both 50 100 50 Company's Dealer help in choosing the Brand 25% 25% Yes No Both 50% 8.59 7. .Following table shows Market share of different company in Muzaffarpur.Does Company's Dealer help in choosing the Brand as per your requirement ? No.

K.SWOT Analysis .60 Company Name BIRLA MRF J.K. 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. MRF Birla Ceat 6.

• Advertisement. Inadequacy of supply may result into brand changes by the consumers as the competitors are very aggressive 7. . • • Entry of chinese tyres in the region has resulted in awareness for the truck radial tyres and calls for immediate improvement in supply chain. • With adequate and prompt advertisement and lucrative offers sale of farm tyres can be enhanced or doubled. • 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 THREATS OPPORTUNITIES • Lot of scope for grabbing chunk of the market share in radial tyres in most of the towns coming under the depo. • 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.61 STRENGTH • Heavy range of products • Brand awareness • Best promotion by display. • Effective margin for delaers.Conclusion After conducting six weeks survey at Muzaffarpur I have reached these conclusion..

Because dealers do not provide them this type of facility at their disposal.  Customer's awareness level is better at Muzaffarpur area.. 8.62  BIRLA tyre is the market leader in the LCV&SCV segment followed by MRF.. J. Recommendation and suggestion The suggestions from the consumers to the tyre company are following. . Most of the customers are satisfied with the performance of both tyres.  BIRLA Tyres brand XT-7 and Amar are market leader at Muzaffarpur Urban and Rural Area. Birls.  Most of the customers are unsatisfied with this scheme.  Appox 70% customers have positive and 30% customers have negative attitude in support of preference of BIRLA tyre at Muzaffarpur.K. BIRLA tyres is the first tyre company which has launched new scheme  to solve the claim within 2 days.  XT-7 is Lug tyres and Amar RIB tyres. Ceat.

They see their margin of profit alone.  The problem of BIRLA consumers are lack of adequate promotional schemes. 9. APPENDIX .  Some schemes should be provided by company. Dealers don't provide adequate information in the support of the BIRLA brands.  Company should provide credit facility because customer demands this type of facility.63  Some consumer are unsatisfied with the price because competitors product price are less than BIRLA.  Company should give special attention after sales service of their customers. It is good technique for sales promotions. So company should pay attention in their mind on price.  Company should provide more mileage of tyres because overloading has been imposed by the government.

....... : ........... (3) (4) Contact No................ .........................................K...... (f) Others (6) Which Brand you use in Rib Pattern ? (a) (d) BIRLA Ceat (b) MRF (e) Birla (c) J...K. rank the following according to priority :a) b) c) Mileage Price Quality ......... ................................................................................... ...... ......................... (7) In case of BIRLA............................... d) Retread ability ... e) Claim Settlement ........................... How many vehicle you have (LCV/SCV) ? (a) (d) 1 4 (b) (e) 2 above 4 (c) 3 (5) Which Brand of tyres you use in Lug Pattern ? (a) (d) BIRLA Ceat (b) MRF (e) Birla (c) J......64 Questionnaire (1) (2) Name of respondent: .............................................................................................................................................................................................................................. Address : .

..... .....................65 (8) In case other brand what is the co region for choosing other brand a) c) (9) ............. BIBLIOGRAPHY ........ a) b) c) d)   10..................................................... (a) Yes (b) No (10) Your Purchase on : a) Cash b) Credit c) Both (11) Does Company's Dealer help in choosing the Brand as per your requirement? (a) Yes (b) No (12) In case of not using BIRLA Brand reason for it......... Have you heard 2 days "Claim Settlement" by BIRLA............. b) d) ............... ..................

66 Marketing Management Statistical Investigation Monitoring the competition Consumer behavior and action - Kotler Philip Gupta B. Fuld Assel Henry Magazines and Reports Business World Business India Advertising Marketing www.com .BIRLAtyres.N. Leonard. M.

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