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INTRODUCTION Introduction: J K Industries is a mega corporate entity that is emblematic of excellence, diversification and pioneering new technologies. A part of JK organisation which ranks among the top private groups in india, JK industries is committed to self reliance and follows an ethic that views customer satisfaction as an index of achievement. Over the years, the company has expanded and diversified its business portfolio. It has developed into a multi product, multi location corporate entity comprising of following business division. Market is a group of buyers and sellers interested in negotiating the terms of purchase/ sale of goods or services. --Philip Kotler Marketing is the set of human activities directed at facilitating and consummating exchange. The essence of marketing is exchange of products and the transactions is to satisfy human needs & wants. All business activities facilitating the exchange are included in marketing. --Philip Kotler The product is a bundle of all kinds of satisfaction of both a material and non- material kinds, ranging from economic utilities to satisfaction of a social psychological nature. Department of Commerce, Tumkur University, Tumkur.
“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”.
Product mix is the entire range of products of a company for sale product mix need not consists of related products. Product mix of a company has three main characteristics: 1) Width 2) Depth 3) Consistency
Width: - Width of a product mix depends upon the number of product groups of product line found within the company. Depth: - Depth depends upon the number of product items within each product line. Consistency: - Consistency of the product mix refers to the question whether or not the products have production affinity, marketing affinity or research affinity. Brand is a name, term, symbol, design or combination of them which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. Packing may be defined as the general group of activities in the planning of a product. These activities concentrate on formulating a design of a package and producing an appropriate and attractive container or wrapper for a product. The container itself act as a forceful though silent and colorful salesman at the point of purchase. Department of Commerce, Tumkur University, Tumkur.
“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”.
Warranty is an obligation of the producer and seller to stand behind the product and assure the buyer that he will derive certain services and satisfactions from the product. All manufactures and dealers and appliances must offer a very efficient after sales services, i.e., free services during the guarantee period and there after at low charges. maintenance. It covers repairs, spare parts and
Department of Commerce, Tumkur University, Tumkur.
To know the reaction of the consumers towards the Brand 4. Tumkur. Tumkur. Tumkur University. Here more emphasis is made on collection of the data directly through the customers with directly interacting with them. To study and understand the profile of JK TYRES and various activities in the company 2.2 OBJECTIVES OF THE STUDY: Considering the importance of the study. 2. 4 . To offer suggestions for major findings Department of Commerce. The study made with special reference to PRODUCT MIX 3. 2.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. CHAPTER-II RESEARCH DESIGN Introduction: Research methods are all those methods/techniques that are used for conducting to the researcher’s use in performing research. 1. the following main objectives have been drawn out.1 TITLE OF THE PROJECT STUDY Title of the Project Study is “A STUDY ON PRODUCT MIX STRATEGIES OF J K TYRES”.
2. 2. which were given to variety of respondents and personal discussion. PRIMARY DATA: Primary data was collected through structured questionnaires. how the product is perceived as compared to its competitor’s performance with respect to quality.4 METHODOLOGY ADOPTED: The chief criteria for the validity of any research study lies in the methodology an esquire would prove a failure if it were not done along certain methodical lines. Tumkur University.3 SCOPE OF THE STUDY: Scope of the study extends to discover dealer’s reaction to the product’s performance and physical characteristics. 5 .“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. SECONDARY DATA: Secondary data was collected through company manuals. Perform various marketing activities. of J K TYRES. advertising and company good will. Department of Commerce. study materials and survey reports. Tumkur.
6 . It provides known zero change for selection of each population element. SAMPLING: Random sampling: - It is based on theory of probability. The study is made in one place at one dealer’s show room 3. Department of Commerce. it was not possible to go in detail to the study of “PRODUCT MIX STRATAGIES OF J K TYRES ”. not deliberately but by some mechanical process. It is restricted to certain area and to limited time. Tumkur University. 2. Under this sampling design every item of the universe has an equal chance of inclusion in the sample. 2.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. Sample Size: Sample size has taken 50 respondents.5 LIMITATIONS OF THE STUDY: Any study of this kind will have its own limitations 1. Sample Unit: In this study the respondents are from Tumkur City. It is so to say a lottery method in which individual units are picked up from the whole group. Tumkur. Due to the information and time constraint.
SUGGESTIONS& Department of Commerce. 7 .“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. Tumkur.6 CHAPTER SCHEME: Chapter-I INTRODUCTION Chapter-II RESEARCH DESIGN Chapter-III COMPANY PROFILE Chapter-IV THEORITICAL BACKGROUND Chapter-V ANALYSIS OF JK TYRES PRODUCT MIX Chapter-VI ANALYSIS & INTERPRETATION OF DATA Chapter –VII SUMMARY CONCLUSION OF FINDINGS. 2. Tumkur University.
• Department of Commerce. • To be a customer obsessed company. • To retain No. CHAPTER-III COMPANY PROFILE 3.1 VISION OF JK TYRES “To be amongst the most admired companies in India commited to excellence.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”.” MISSION OF JK TYRES • To be the largest & most profitable tyre company in india. • To enhance value to shareholders & service to all stakeholder. Continue to be a significant player in the world in truck & bias market. Tumkur. 8 . Tumkur University. 1 position in truck & bus segment & to be amongst top two in all other 4-wheller tyre To make truck/bus radial operations profitable & retain leadership in the passenger radial market. • To be the largest indian tyre exporter.
9 . The plant with an installed capacity of 5 lakh tyres per annum was established in technical collaboration with General Tire International co.13 lakhs tyres per annum. We the people of J K TYRES will have an organisation committed to quality in everything we do. U S A.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. Both the plants have set standards of efficiency and productivity in the tyre industry and have consistency operated at high capacity utilisation with a total capacity of 28. Full-customer satisfactionboth internal and external. at Banmore near Gwalior. As J K Tyre grew from strength to strength. J K industries set up its first tyre plant at Jajkajgram near Udaypur. The plant was producing nearly 14 lakhs tyres per annum. X-ray. We will continuously anticipate and understand our customer’s requirements..is our motto. Tumkur University. Rajasthan in 1977. Tumkur. Department of Commerce. convert these into performance standards for our products and services and meet these standards everytime. demand for tyres increased proportionally to meet this growing demand. Madya pradesh. the plant at Rajasthan was expanded and by 1990. J K Tyre then went on to establish what is rated as the most modern plant in India. units. The plant deploys the most sophisticated techniques such as a Betaray scanner. computer controlled processing and tyre testing machines to ensure a high quality of products. a state of the art tyre plant in 1991.
We believe that people are the biggest asset that a firm can possess. With the strategic acquisitions of a controlling interest in Vikrant Tyre Limited. Tumkur University. 10 . Department of Commerce. which amounts to 40 lakhs tyres per annum. To ensure the same. The V T L plant at Mysore to contributes to J K Tyres total production capacity at its plants. J K Tyre has developed for its employees an infrastructure consisting of: 1) Regular upgradation of skill and practices 2) Management development programs 3) National and international training if you dream of working for a globally growing Corporation that encourages excellence rewards merit and initiative.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. Vast in its operations and massive in its seal of activities JK Industries is a mega corporate entity that is emblematic excellence diversification and pioneering new technologies. Tumkur. J K Tyres focus on R & D the plants ensures not just the incorporation of the latest technology in products but also helps in the development of new types and sizes of tyres. J K Tyre offers unlimited opportunity for committed motivated individuals at all levels and across a wide range of areas.
JK Agrigenetics – The Company that is revolutionizing Indian agriculture through its research and production of pest-resistant and high yield hybrid seeds and crops. J K International: . J K Industries is committed to self-reliance and follow an ethic that views customer satisfaction as an index of achievement. 11 . Aside from J K Tyre. Department of Commerce.A diversified trading house that exports a range of products including textiles and leather goods. tea.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. A part of J K Organisation that ranks among the top private groups in India. spices. Tumkur. pharmaceuticals. west Asia. Tumkur University. processed food and de-oiled cakes. UK. the flagship brand of the corporation. J K Industries includes: JK Sugar – The manufacturer of the best quality sugar in the country. Germany. coffee. Netherlands and to countries in the middle east. Canada. to developed countries like USA.
buses. 10} J K Tyre the only Indian Company producing radials for the entire ranges i. Department of Commerce. Trucks. Tumkur University.e. 12 .“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. Tumkur. LCV’s and Cars. 3.2 WHAT IS J K TYRE: 1) It is the leading manufacturer of Radial tyres for both truck and car 2) It is the only supplier of the tyre for Mercedizs Benz 3) First to get the ISO 9001 certificate in the entire world for the entire operation 2nd largest manufacturer for 4 wheelers in India 16th largest tyre manufacturer in the world 4) 5) 6) First Indian company to export for radials to Europe 7) First Indian company to export over 45 countries across Six Continents 8) First and only Indian company to get the ‘E’ mark Certificate 9) J K Tyre has 25-customer centers around the country..
3 PRODUCT MIX OF JK TYRES: BIAS—TRUCK: JET-TRAK JET-TRAK 39 HIGRIP SAND CUM HIGHWAY BIAS—TRUCK / BUS: JETKING JETRIB NULIFE HIGH WAY KING Department of Commerce. Cielo GLE. Armada. Fiat UNO. Cielo GL. Tumkur. TATA Mobile. Tumkur University. Peugot GI and GLD. Maruthi Gypsy. Maruthi 800. TATA sumo. Premier 118NE.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. Maruthi Omni. TATA Sierra. Maruthi Esteem. Mahindra commander. 3. Honda City. Premier padmni. 13 . TATA Estate. Hyundai santro. Mercedise Benz. Mahindra classic. Maruthi Zen. Ford Escort. J K Tyre supplies tyres to different cars they are as follows: Ambassador. Contessa. Mitsubishi lancer. Opel astra.
RADIAL TRUCK: JET STEEL—NS STELL KING—NS RADIAL. 3) Radials enhance the comfort level while driving Department of Commerce.CAR: RALLY TORNADO AQUASONIC ULTIMA ULTIMA—XS BRUTE JK TYRE launched the radial tyres because of the following advantages it gave to its customer some of the advantages are as follows: 1) J K Steel belted radials help in fuel saving 2) Retreated radials give better mileage than retreated ordinary bias tyres. Tumkur.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. Tumkur University. 14 .
I S O 9001 Standard 2. stocking. Q C 9000 Standard J K Tyre is the Ist tyre manufacturer in the world to get the ISO 9001 certificate in 1994 itself. distribution. Tumkur University. sales and services of conventional (bias) and radial tyres. Family navigational rallies and vintage car rallies. Go-karting. ABOUT THE RALLY: J K Tyre has been largely responsible for promoting motor sports in India and bringing it to the forefront of national consciousness a role the company continues to play. Our involvement extends to all levels from the grass roots to the professional and encompasses rallying. 4) Tyre can wear and tear the effect even if there is under –inflation pressure. development. pioneer in developing motor car rally talent in the nation.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. 15 . THE DIFFERENT STANDARDS HELD BY THE J K TYRES: 1. tubes and flaps. for its entire operations. manufacturing. racing. Department of Commerce. testing. design. including marketing. Tumkur. J K Tyre has the country’s most successful rally team.
Total Quality Management. Tumkur University. 16 . i. Tumkur.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. J K Tyre has become the only tyre manufacturer in India and the first tyre manufacturer in the world to achieve the Q C 9000 for multi location operations.. and CII-EXIM award by 2000 THE DIFFERENT AWARDS HELD BY THE J K TYRE AND J K INDUSTRIES ARE : - National Export award Brand Equity award Capexil award (top export award) Department of Commerce. J K Tyre is attaining another milestone in its plan of achieving TQM. in the year 1998.e.
4. “ An area for potential exchange thus a market is a group of buyers and sellers interested in negotiating the terms of purchase of goods or services. Tumkur University. CHAPTER-IV THEORITICAL BACKGROUND OF THE STUDY Before knowing in deep about product and product mix it is important to know the market and marketing. Tumkur. 17 . --Philip kotler TYPES OF MARKETING 1 ON THE BASIS OF SELLING AREA 2 ON THE BASIS OF ARTICLE OF TRADE 3 ON THE BASIS OF NATURE OF EXCHANGE DEALINGS 4 ON THE BASIS OF NATURE OF GOODS SOLD Department of Commerce.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”.1 MARKET The American Marketing Association defines a “ Market as the aggregate demand of the potential buyers for a product”.
“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. 5 ON THE BASIS OF PERIOD KINDS OF GOODS: CONVENIENCE GOODS SHOPPING GOODS SPECIALITY GOODS 4. --Philip kotler Department of Commerce.2 MARKETING: The American Marketing Association defines “ Marketing as the performance of business activities that directs the flow of goods and services from producer to consumer or user”. 18 . Tumkur. All business activities facilitating the exchange are included in marketing. Tumkur University. The set of human activities directed at facilitating and consummating exchange. The essence of Marketing is exchange of products and the transaction is to satisfy human needs and wants.
19 . service or tangible good that a customer can acquire through a monetary transaction or an exchange. 1 PRODUCT 2 PRICE 3 PROMOTION 4 PHYSICAL DISTRIBUTION PRODUCT: A product is an idea. 4. Tumkur. It has four elements of 4 P’s. Not only tangible goods are considered as products. Department of Commerce. intangible like services and ideas are also included.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”.3 MARKETING MIX OR 4 P’s OF MARKETING: Marketing mix is the set of controllable variable that a firm can use to influence the buyer’s response with in a given marketing environment. Tumkur University.
The price is where the value of a product to the customer and the company’s compensation for producing the product intersect. Price defines the value of product or service to the customer. Department of Commerce. A Product then is the potential satisfied of a consumer’s want or need. It is also the means through which the company recovers its costs and makes a profit. The success of a product is judged by how well it satisfies those needs and how well it sells. Components that are included in a product are its package or the availability of maintenance service. How much the customer is willing to give in order to have a particular product indicates how much the item is worth to the customer.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. 20 . The total product is the sum of all physical and psychological features that aid in satisfying a customer’s needs and wants. PRICE: The price is the amount that is paid to purchase a product. Price dictates what the company selling the product will receive in return for its efforts. Marketers should establish prices that will expand the sales of highly profitable item and contract sales of relatively unprofitable products with in the same time. But a product is not just the essential item. it is made up of a number of components that contribute to its ability to satisfy needs and wants. Tumkur. Pricing is the marketing variable that offers the most flexibility. Tumkur University.
PROMOTION: Promotion is the sharing of information. 21 .“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. SALES PROMOTION 3. Tumkur. Department of Commerce. There are 4 basic forms of marketing communication: 1. which is considered with getting the product physically from the manufacturer to the place where consumer can buy it. The members of the distribution channel are the people and business involving the product from the point of production to the point of consumption. Tumkur University. concepts and meanings by the source and it receives about product and services and the organisation that sells them. PUBLICITY 4. ADVERTISING 2. PERSONAL SELLING PHYSICAL DISTRIBUTION: Place or physical distribution is another element in the marketing mix. These members of the distribution channel are sometimes referred as “Marketing Intermediaries”.
the rights. WHAT IS A PRODUCT? The product is a bundle of all kinds of satisfaction of both a material and non-material kinds. Business logistics is the flow of materials from procurement of raw materials to manufacturing to the consumers. services. Tumkur. a good plus service. design.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. Those things include physical object. Supplementary utility The product may be a good. supportive literature. In short. or just an idea. Marketers must define their market in terms of product functions what the customer expects from the product. Tumkur University. The physical distribution manager’s goal is to provide at the lowest possible cost. a product is the sum of physical. Physical distribution is concerned with the movement and storage activities required for making the firm’s product available to customer. social and psychological benefits. the product to the right customer at the right time in the right quality at the right location in the right condition. Economic utility 2. a service. Department of Commerce. 22 . A product supplies two kinds of utility: 1. package. price. label. personalities and organizations. A product is all things offered to a market. ranging from economic utilities to satisfaction of a social psychological nature. amenities and satisfaction not only from physical product and services offered but also from ideas. economic.
FLAPS.4 PRODUCT MIX: It is the entire range of products of a company for sale. DEPTH depends upon the number of product items within each product line. 4. 4. CONSISTENCY of the product mix refers to the question whether or not the products have production affinity. For example the product mix of J K TYRE includes a diverse range of products such as TYRES. COSISTENCY WIDTH of a product mix depends upon the number of product groups of product lines found within the company. marketing affinity or research affinity. 23 . TUBES.5 BRANDING: WHAT IS BRANDING? Department of Commerce. DEPTH 3. Tumkur.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. WIDTH 2. Tumkur University. The product mix of a company has three main characteristics: 1. Product mix need not consists of related products.
Branding by differentiating a product from the rival’s enables the brand owner to establish his own price which con not be easily compared with the price for competing goods. A brand identifies the product for a buyer and gives seller a chance to earn goodwill and repeated patronage. IMORTANCE OF BRANDING: 1. Development of consumer brand. Ever-increasing competition. which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. symbol or design. 2. or a combination of them.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. American Marketing Association defines as . RESONS FOR BRANDING: 1. Need for Advertising and Publicity. 4. 3. Tumkur University. Tumkur. Importance of packaging as a distinct marketing function. term. 2. Branding enables the firm assured control over the market.The word BRAND is a comprehensive term. 3. The marketer can build up a bridge of his organization around the brand. A brand is a name. 24 . Department of Commerce.
TYPES OF BRANDS: Department of Commerce. easy to identify and explain. quality. performance or action. its uses. 25 . easy to pronounce to spell and remember. It should not be used as a general or common name for all products It should be unique. It should have a stable life and be unaffected by time.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. Tumkur. attractive and distinctive. simple. The name should be short. ESSENTIALS OF GOOD BRAND: A Brand should suggest something about product benefits. Tumkur University. It should be capable of being registered and protected legally under the legislation. product nature. purpose. It should be easy to advertise. should not depend upon fashions and styles as they have a short It should create pleasant associations. It life.
1. Family Brand Name: Family name is limited to one line of a product. family Brand name can help combined advertising and sales promotion. i. textiles. 4. Amul for milk products.. Tumkur University. engineering goods etc. chemicals. Umbrella Brand Name: We may have for all products the name of the company or the manufacturer... INDIVIDUAL BRAND NAME FAMILY BRAND NAME UMBRELLA BRAND COMBINATION DEVICE PRIVATE OR MIDDLEMAN’S BRAND Individual Brand Name: Each product has a special and unique brand name. All products such as soaps. 26 . Department of Commerce. etc. the manufacturer has to promote each individual brand in the market separately. J K TYRES for tyres. products that complete the sales cycles. Surf. 3..e. J K sugar. This creates a practical difficulty in promotion.g. Ponds for cosmetics. Other wise it is the best marketing strategy. J K Internationals. 5.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. such a device will also obtain low promotion cost and minimize marketing efforts. 2.. Tumkur. e. such as J K Tyre. manufactured by the Tata concerns will have the TATA’s as one umbrella brand. etc.
27 . side by side with the product image. we have the image of the organisation also. e. ports goods. Many companies use this device profitably. Department of Commerce. each product has an individual name but it also has the umbrella brand to indicate the business house producing the product. This practice is popular in the woolen. Private Middleman’s Brand: Manufacturers or distributors such as wholesalers. consumers in India may have the following benefits of branding: 1. Right kind of brand advertising and personal selling provide ample information to the consumer about the branded products. Tumkur University..“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. Combination Device: TATA house is using a combination device. large retailers. can do branding. and such other industries. Tata’s Taj.g. Benefits of Branding: As long as branding is considered desirable and as long as we do not have overflow of branded goods. Big manufacturers also use it. Under this method. hosiery. Tumkur.
4. Appearance 28 Department of Commerce. 1. Many a time.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. Almost every article has to be packaged to make a trip to the ultimate consumer. The container itself can act as a forceful though silent and colorful salesman at the point of purchase or an effective medium of advertisement encouraging impulse buying. But packing is merely a physical action and provides a handling convenience. These activities concentrate on formulating a design of the package and producing an appropriate and attractive container or wrapper for a product. package design itself can act as a registered brand. 2. Rapid sales turnover assures fresher products due to frequent replacement of stock with the retailer. . PACKAGING AND LABELING: Packing may be defined as the general group of activity in the planning of a product. There is considerable saving in time in the selection of goods and also in the making up of orders. 3. Tumkur. Branded goods have uniform and standardized quality and holder of the registered brand is personally responsible to maintain the quality. Tumkur University. Packaging criteria: The entities that influence package development are broadly classified into the following criteria groups.
Carry instructions for use and disposal. 2. appearance is gaining momentum appearance helps to: 1. 29 Department of Commerce. 3. With the growing super-bazaars and cash transactions in marketing activities. Tumkur University. 4. Carry information about the product and satisfy legal requirements. 2. . 4. Protection Function Cost Disposability Appearance: The appearance of a package is very important from many angles. Exhibit brand name producer’s name. Identify the product throughout the distribution channel.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. Tumkur. 3. 5.
Functions of Packaging: 1. The bulk package is expected to protect the contents against rough handling. Dependability 3. Tumkur. 2.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. storage and transportation. Protection 2. Storage cost of filled packages 4. Name of the product. 5. Tumkur University. Protection: Act as an important sales aid. Protection is normally required from environment and physical hazards. Department of Commerce. Protection to the product is very important and the type of protection required depends upon the following factors: 1. The total time required to protect. Effect of the package on sales. Distribution and insurance cost 5. Package system. Cost due to package/ spoilage/product lose 6. Distribution system adopted for the product. 4. The unit package should provide protection from physio-chemical and biological hazards. 3. 30 .
This was considered to be a very minor problem. in store. totally eliminating the material or converting at the end of its useful life as a package. Department of Commerce. Functional (in transit.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. 31 . Attractive (in color. Using it as non-package appliance. of products. Economical (to manufacturer. The disposability of the package material after use had different forms. in graphic impact) At present packaging must also solve the problem of pollution by reducing waste and by conserving scare resources. of usage) 4. to store) 2. The disposal of packaging materials after use assumes a greater importance. Communicative (of brand. The package design itself can act as a brand. Disposability: In developing countries the packaging industry has been fully criticized on the grounds of environmental pollution. in design. of performance. Package design: A well-designed and attractive package is an ever-present shelf sales man for the retailer. Total elimination. A good package is: 1. However three methods are followed to dispose the package material after use. Recycling. at home) 3. Tumkur University. Tumkur.
There is a very close relationship between labeling and packaging as well as labeling and branding or grading. like the purpose of branding is to give the customer information about the product he is buying and what it will and will not do from him. and unit price for comparison. Retail price. Television. Grade label identifies the quality by a letter. electrical appliances. if necessary recipes of food products. cautionary measures concerning the product and its use. A label is also a part of a package or it may be attached directly to the product. such as radio. Ingredients by percentages. directions for the proper use of the product. where possible. Tumkur University. special care of the product. motor car.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. name and address of producer. LABELLING: Label is a part of a product. He will be at a loss if he is compelled to take his own care while buying such products. Warranty is a stipulation Department of Commerce. Tumkur. It gives verbal information about the product and the seller. they give helpful information on the following: Brand name. number or word. 32 . Descriptive and informative labels are similar. weight measure count. PRODUCT WARRANTY: In modern life we have numerous products with complicated. an average consumer is incompetent to known the IN’s and out’s of such sophisticated products. nutritional guidelines.. Brand label mentions the brand name of mark. etc. intricate and elaborate mechanism. The purpose of labeling. Date of packing and date of Expiry.
Tumkur. service and performance. appliances and equipment in all branches of out economy has created a continuous demand for after sales service. the buyer can claim for damages but has no right to reject the contract. collateral to the main purpose of the contract. A warranty is an obligation of the producer and seller to stand behind the product and assure the buyer that he will derive certain services and satisfaction from the product. Department of Commerce. i. i. Warranties are also considered as promotional devices.. Every increase in the use of machinery.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. Tumkur University. It is a written guarantee of the intrinsic value of a product. The producer should use the word warranty instead of the word guarantee. the victimized party. It points out the responsibility of the maker for repair. The product warranty must be clear unambiguous and meaningful. 33 .e. for the smooth maintenance and rapiers and low charges as well as quick access to spare parts and accessories at responsible prices.. If it is broken.e. Warranty as seller aid: A warranty is an assurance of the quality. It has become an important selling point and a mean of product differentiation in a competitive market. service and maintenance in the case of consumer durable. After sales services: After sales service is an important aspect of a marketing transaction. Full disclosure of warranty information will ensure the consumers right to know.
“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”.
All manufacturers and dealers costly mechanical and electrical machines and appliances must offer a very efficient after sales services, i.e., and free services during the guarantee period and thereafter at low charges. After sales service covers repairs, spare parts and maintenance. After sales service is an important selling point helping the customer to take a quick decision to purchase durable and costly goods. Such facilities prevent dissatisfaction, frustration, and ill will among customers.
Benefits of after sales service 1. It can build up and maintain sellers goodwill 2. Mass distribution of costly consumers durable is possible only through after sales service and consumer credit 3. Complaints seller 4. Sales campaign will achieve remarkable success if after sales service is included in sales promotion 5. Free service during the guarantee period is the best selling point in the sales of machinery and appliances. and grievances regarding servicing and maintenance will be promptly and efficiently dealt with by the
Department of Commerce, Tumkur University, Tumkur.
“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”.
ANALYSIS OF JK TYRES PRODUCTS MIX
The product is the most tangible and important single component of the marketing program. The product policy and strategy is the cornerstone of a marketing mix. Without a product there is nothing to distribute, nothing to promote, nothing to price. If the product fails to satisfy consumer demand, no additional cost on any of the other ingredients of the marketing mix will improve the product performance in the market place. J K Tyres offers following types of product for sale: a) Tyres
Department of Commerce, Tumkur University, Tumkur.
“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”.
b) Tubes c) Flaps It is manufacturing different lines of products like Truck tyres, Light Commercial Vehicle tyres (LCV), for jeep, passenger car, tractors etc.,
5.1 Models of tyres According to the needs and requirements of the consumers company is releasing to the market: Black color tyres and the following models of tyres. BIAS-TRUCK: JET-TRAK JET-TRAK 39 HIGHRIP SAND CUM HIGHWAY BIAS-TRUCK/BUS: -
Department of Commerce, Tumkur University, Tumkur.
JETKING JET RIB NULLIFY HI-WAY KIND RADIAL-TRUCK: JET STEEL-NS STEELKING-NS RADIAL-CAR: RALLY TORNADO AQUASONIC ULTIMA ULTIMA XS Because of some marketing problems and competition in the market the company follows the policy of product consistency. So all the products or all the products offered by the company is related to each other but not unrelated. While introducing the new product to the market the company will take into consideration the following factors: Department of Commerce. Tumkur University.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. 37 . Tumkur.
man power and financial resources. a) Cost involved in the introduction of a new product to the market. However. it is difficult for the company to explain the customers about the suitability of its application. 5. b) Demand for the product in the market c) Competitive situation in the market for the product. 38 . The main reasons for diversification of product lines are as follows: a) Technology developments have contributed to the diversification of product lines b) Company is interested in widening its product line because it feels that it could avoid the risks involved in a narrow product line c) Company also prefers diversification of products to minimize the risks arising out of changes in consumer’s tastes d) It is also concentrating on diversification of products with the intention of utilizing ideal plant capacity fully.2 DIVERSIFICATION POLICY OF J K TYRES Company is concentrating its attention on product diversification rather than simplification. Tumkur. Department of Commerce. Tumkur University.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”.
Tumkur University.Commercial goods operators Light Truck: .Light goods operators. f) It feels that it can acquire more market share through diversification g) Company also feels that if it goes for product diversification. passenger bus operators Light Commercial Vehicles: . 39 .Passenger operators. Company’s product is meant for following types of customers: Heavy Truck: . passenger car owners.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. it can create demand for new product on the reputation of existing products.3 FACTORS INFLUENCING PRODUCT MIX POLICY OF THE COMPANY a) Application of its product for its suitability Department of Commerce. e) Further company also feels that through diversification it can go for better market reach. and can get huge popularity and customer belief for the products. Tumkur. Farmers (tractor owners) 5.
Therefore. 40 . But it is possible for the company to add new product to its existing line of product. Even the government policies do not affect the product mix policy mix policy of the organization. PRODUCT MODIFICATION IN J K TYRES Company believes that if it is offering same type of product to the market continuously without any modification. it modifies the model of tyres and other related products as and when it is required and felt by the customers while conducting consumer survey and by observing the behavior of the customers towards the product. it is difficult to attract the existing and prospective customers.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. Tumkur. b) Economy in introducing various types of products c) Cost factor involved By product mix company is able to utilize the available marketing capacity fully. company is not able to reduce the advertising and distribution cost by adopting product mix. company’s profitability has increased because of product and product line expansion. how much profit has increased Department of Commerce. Tumkur University. However. However. PROFITABILITY OF THE ORGANIZATION BY PRODUCT MIX: No doubt.
Further. It will not allow the continuation of production of the product until it reaches elimination or deletion stage.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. Company is getting major share of its profit by offering for sale Jet Rib and Jet Track. has control over the market.4 BRANDING IN J K TYRES Company is having its own Brand name J K INDUSTRIES. Tumkur University. It should be noted that company is not incurring loss from any of its product or product line. which is registered under the Trade Name and Trade Marks Act. Branding strategy of the company indicates how the firm chooses to use branding as an integral part of its overall marketing strategy. it is quite possible for the company to avoid product substitution. It is because company is having its own QS standards. Tumkur. Company’s brand has the following characteristics: a) It is familiar to the customers Department of Commerce. Because of Branding. So branding is simple another dimension of marketing strategy. 41 . The company’s Brand is helpful not only for creating demand for existing product but also for new products for getting good reputation in the market. 5. company is able to build up a bright image of the organization. depends upon the capacity of the product.
Department of Commerce. Company is able to expand the product mix with less risk by branding. 42 . simple and easy to pronounce d) It is capable of being registered and protect legally under the legislation e) It is having stability and unaffected by time f) It is not depending upon fashions and styles as they have short life Company is adopting Family Brand names. Advantages of branding to the customers of j k tyres: a) Branded products of the company have uniform and standardized quality. PACKAGING OF THE COMPANY PRODUCTS Company is packing its products while distributing it to the market. b) It is suggesting about the product c) Its name is short.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. It helps the company to have combined advertising and sales promotion. Packaging alone makes possible branding and advertising of products. The more effectively a product is packaged the more effective is its identity individuality. Tumkur University. Tumkur. b) Rapid sales turnover assures fresher product c) There is considerable saving in time in the selection of the product.
Packaging system is able to protect the contents from all types of breakage.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. load carriable etc.5 PRODUCT WARRANTY Company is giving warranty for its products. So it need not spend huge amount of money on packaging. As company’s intention in its packaging is for the purpose of giving protection to its products. LABELING Company’s Labeling provides verbal information about the product. It is fulfilling utility function of protection. Tumkur. therefore are not facing any major problems with regard to packaging system of the organization. It contains name. Tumkur University. so that the price of the final product will not get increased to an enormous extent. The warranty provided by the company meets the obligation of manufacturing defects.. identification and convenience. it need not be that much attractive. So company’s package acts as a multi-purpose arrangement. 5. it can be replaced by the distributor within the warranted period. 43 . If there is any damage in the tyres distributed by the manufacturer. inflation pressure. Consumer. size of application. spoilage and pilferage. Company will pack its products for the purpose of protections from various types of damages but not for the purpose of promotion. The intention of labeling is to give information to the consumers about the product he is buying and what it will and will not do for him. Because of warranty given by Department of Commerce.
Tumkur.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. Modi continental. company is also providing After-Sale-Service to the distributors and in turn to the ultimate consumers like customers’ education for application. Ceat.18 Months b) Light Commercial Vehicle:. as sales turn over will increase in the same proportion.3 Years Though it is providing After-Sales-Service. Apollo. Competitors of J K TYRES like MRF. Tumkur University. channel of distribution indicates route or pathways through which goods and services flow or move from producers to consumers. Bridgestone. In addition to providing qualitative products.. repair facilities and over all maintenance. CHANNELS OF DISTRIBUTION IN J K TYRES In the field of marketing. 44 . warranty etc. Department of Commerce. price of the product wills not increase. to the customers can get better knowledge of the product and there by can avoid losses. Good Year are also providing same type of after sales service as providing by this company. the manufacturers both the distributors and the consumers have been satisfied. By providing after sales service. Company will provide After-Sale-Service for the following terms: a) Trucks:. Dunloop.
Tumkur. The goods manufactured in the factory the ultimate customer from there in. 45 . The company will take into consideration the following factors while selecting a particular channel for the distribution of tyres: --a) The situation in the factory b) The operational cost involved c) Product availability to the customers d) Financial position of the dealers e) Financial position of the company It covers the geographical area like: Department of Commerce. Tumkur University. and from there the goods are moved towards the clearing and forwarding department. FACTORY AREA OFFICE-DEALER-CUSTOMER CLEARING & FORWARDING DEALERS CUSTOMERS The product manufactured by the J K TYRES follow the channels of distribution in a very simple way. And the goods move from the dealers towards the hands of the ultimate customers. and from there towards the dealers.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. The other channels of distribution adopted by the J K TYRES are the movement of goods from the factory point to the area office. J K TYRES follows the following distribution channel while distributing its products to the market.
“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. Tumkur. they are liable to pay penalty as imposed by the company. COMPANY EXPECTS THE FOLLOWING FROM THE DISTRIBUTORS: 1) Quick payment 2) Better understanding 3) Having good knowledge about the product Department of Commerce. The company provides 15 days of credit facility to its agents. If the agent/distributors failed to make payment within 15 days. Tumkur University. In addition to this facility company gives cash discount if immediate cash is paid. The company has to go through certain formalities while distributing its products to the maker. a) The products have to pass through commercial tax check post b) All the invoices and documents for the sale should satisfy the conditions of sale of goods act. And turnover discount is provided on the basis of sales affected. 46 . Company is able to supply the goods in time. a) Well maintained high ways b) Crucial road in rural and sub-urban places c) Farms d) Mines The company is providing 2% to 4% commission to its agents depending on the volume of sales affected and as per the rules and regulation of the company.
bar diagrams. CHAPTER-VI ANALYSIS AND INTERPRETATION OF DATA The data collected through the questionnaires is called as the primary data. pie charts etc. Company has undertaken so many promotional activities like giving advertisements in T. Tumkur University. In addition to selling tyres through distributors to the market company is also selling products to the consumers if they buy in huge quantities provided if they are a bus or truck operators. warrantee. guarantee.1 Sources through which respondents became aware Table No. according to the change in circumstances it can also change the channel. Through a particular channel is followed by the company. The primary data collected from 50 respondents through random sampling. are used for analysis of data..“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. price concessions. Percentages.6. The analysis is explained as follows: - 6.1 Department of Commerce. histogram.V’s and magazines.. It is not fixed. It provides Credit facilities. 47 . gifts etc. Tumkur. after sales services.
Tumkur University. SI. 48 . 18 % from News paper and magazines. of % 34 36 16 14 100 Respondents 17 18 8 7 50 Source: primary data Interpretation: It can be observed from the above table that 34% of the respondents are become aware of the J K TYRE product through T V. Tumkur. Department of Commerce. and 8% and 7 % have aware through Friends and others.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. NO: 1 2 3 4 Total Options TV News paper/magazines Friends Others No.
2 Analysis of from how many years they known about this brand. Table No.-6. 6.2 SI.1 showing sources through which they became aware. 6.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. Tumkur University. of respondents TV News papers. . Tumkur.Magazines Friends Others Fig. NO: 1 2 3 Total OPTIONS Less than 2 years 2 to 5 years More than 5 years 50 100 49 No of respondents 9 14 27 % 18 28 54 Department of Commerce. Sources through which they became aware 20 18 16 14 12 10 8 6 4 2 0 17 18 8 7 1 No.
3 Usage of this brand in years. Interpretation: From the above table it is clear that 54% of the customers have known about the J K Tyres Brand from more than 5 years. Table No. 6. Tumkur. 50 . NO 1 2 3 TOTAL OPTIONS No. of respondents Less than 3 years 11 3 to 5 years 18 More than 5 21 years 50 100 Source: primary data % 22 36 44 Department of Commerce. Tumkur University. 25% of the customers have known from 2 to 5 years and remaining are known from less than 2 years. 6.3 SI.6. Source: primary data From how many years using this product 30 25 20 15 10 5 0 27 9 Lessthan 2 Years 14 2 to 5 Years Morethan 5 Years Series1 Fig.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”.2 showing in years known about this product.
6. Tumkur University.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. 51 . Interpretation: From the above table it is known that more than 44% of the customers have been using this brand from more than 5 years and 36 %.6.3 showing usage of this brand in years. NO: 1 2 3 TOTAL Quality Price Durability No of respondents 32 8 10 50 % 64 16 20 100 Department of Commerce. Table No. 6.4 Analysis of preference of customers towards this product. 22% of the customers are using from less than 3 years.4 SI. Tumkur. USAGE IN YEARS 11 21 18 Lessthan 3 Years 3 to 5 years 5 & above Fig.
“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”.5. 6.4.Aalysis of basis on which they purchase. Tumkur. . 16 % only because of price and remaining 20% of the respondents prefer because of durability.5 SI NO: No. of respondents % 52 Department of Commerce. Tumkur University. 6. Showing the preference of customer towards JK tyres Preference of the customer 20% Quality Price Durabilty 16% 64% Interpretation: From the above diagram it is clear that more than (64%) the respondents prefer the this brand because of quality. Source: primary data Fig. Table-6.
Table No.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. Tumkur University. 10% on credit basis and 22% half cash and credit basis. Interpretation: From the above table it is clear that more than 68% of the customers purchase on cash basis. Respondents 38 12 % 76 24 Department of Commerce.5 showing basis on which they purchase.6 SI NO: 1 2 Yes No No. 53 . 1 2 3 TOTAL Cash Credit Half cash & Credit 34 5 11 50 68 10 22 100 Source: primary data B s o P rc a e a is f u h s 3 5 3 0 2 5 2 0 1 5 1 0 5 0 Cs ah 1 1 5 C d re it H lf C s a ah &C d re it 3 4 Fig.6 Analysis of satisfaction of the respondents. Tumkur.6. 6. 6.
6 showing % of respondents satisfied Interpretation: From the above table it is observed that 76% of the respondents satisfied with this brand the 24 % of the respondents are not completely satisfied with this brand. Tumkur University. Tumkur. TOTAL 50 100 Source: primary data Satisfaction No Yes No Yes Fig.7 SI NO: 1 2 3 MRF Ceat Good year No of respondents 26 5 2 % 52 10 4 54 Department of Commerce. .“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”.6. 6. 6.7 Chances of shifting if they are not satisfied with this brand. Table No.
4 5 6 TOTAL Modi TVS Apollo 4 5 8 50 8 10 16 100 Source: primary data Bn t e P f r r dhy r e a e 3 0 2 5 2 0 1 5 1 0 5 0 M R F 5 Ct e a 2 Gd o o Ya er 4 Mi o d 5 T S V 8 Ao plo l 2 6 Fig. Table No. Analysis of switching to this brand. Tumkur.treading After sales service Performance No of respondents 8 20 10 12 50 % 16 40 20 24 100 Department of Commerce. Tumkur University. Interpretation: From the above table 52 % of the respondents will shift to the MRF tyres.6. 55 . 16% shift to the Apollo.6.8. 20% of the respondents shift to the TVS and Ceat products and remaining 12 % (8+4) will shift to Good year and Modi products. 6.8 SI NO: 1 2 3 4 TOTAL Initial mileage Re.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”.7 showing the chances of shifting to other brand.
Source: primary data switch to this brand 24% 16% Initial Milage Re.6.9 Analysis of price.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. Tumkur.9 SI NO: 1 2 TOTAL Yes No No of % respondents 42 84 8 16 50 100 Source: primary data Department of Commerce. 6. Interpretation: From the above table 40 % of the respondents like the brand for retrading and 24 % of the respondents for performance and 20 % for after sales services and 16% for the initial mileage.8 showing the why they prefer this brand. Tumkur University.6.treading After sales s ervice Perform ance 20% 40% Fig. 56 . Table No .
6. Tumkur University.6. 57 .10 SI NO: 1 2 3 TOTAL Quality Durability Price No of respondents 21 18 11 50 Source: primary data % 42 36 22 100 Department of Commerce. 6. Table No. Price Satisfaction 8 0 42 Fig.9 showing the price satisfaction.10 Analysis of factors they consider while purchasing the tyres.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. Tumkur. Interpretation: From the above table it is known that 84 % of the respondents are happy with the price of this brand and remaining 16 % of the responders are unhappy with this brand.
58 .“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. 6. Tumkur. Fig.10 showing the factor considered while purchasing the tyres.6. Table No-6. 36% of the respondents consider the durability and 22 % of them consider the price of the product.11 SI NO: 1 2 3 4 TOTAL 3 Months 6 Months 9 Months 1 year & above No of respondents 3 6 16 25 50 % 6 12 32 50 100 Department of Commerce.11 Analysis of average period of purchasing the tyres. Factors they Consider Price Durability Quality 0 Interpretation: 11 18 21 5 10 15 20 25 From the above table it is clear that while purchasing the tyres most of the (42%) respondents consider the quality. Tumkur University.
11 Showing the average period of purchase.12 SI NO: 1 2 3 4 TOTAL Everything Nothing Initial mileage Smoothness No of % respondents 29 58 -17 34 4 8 50 100 Source: primary data Department of Commerce. Tumkur University.12 Analysis of major advantages in this product. Interpretation: It is difficult to tell that average period of purchasing it depends on how use their vehicle and the weight they carry.6. And less than 32 % purchase within 9 months. Tumkur. 59 . Source: primary data Average period of Purchase 30 20 10 0 3 Months 6 Months 9 Months 1 Year & more 3 6 16 25 Fig. From the above table we came to know that 50 % of the respondents purchase tyres once in a year.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. Table No-6. 6.
6. Tumkur.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. 6. Sm oothness Everithing 60 .13 SI NO: 1 2 TOTAL Yes No No of % respondents 32 64 18 36 50 100 Source: primary data Department of Commerce. Interpretation: From the above table58% of the respondents accepted that the product of the JK Tyres for everything and 34% find major advantage of initial mileage and 8% for smoothness of the product. Table No-6. Tumkur University. M jo a v na e a r da t gs 3 5 3 0 2 5 2 0 1 5 1 0 5 0 2 9 1 7 4 Mileage Nothing 0 Initial Fig.13 Analysis of satisfaction of design of this product.12 showing the major advantages they find in this product.
61 . Analysis of the out look and style of this brand. Interpretation: From the above table and graph it is observed that more than 64% of the respondents are satisfied with the design of the JK Tyres.14.14 SI NO: 1 2 TOTAL Yes No No of % respondents 38 76 12 24 50 100 Sources primary data Department of Commerce. 6. Table No-6. 6. Tumkur. Tumkur University.13 showing the satisfaction of design of the product.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. and remaining are not satisfied. Satisfaction of Design 36% 64% Yes No Fig.
Tumkur University. 62 . Table No. Fig. 6.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”.6. Tumkur.15.14 showing the outlook and style of the product respondents Out look & Style 24% Yes No 76% Interpretation: From the above table and diagram it is observed that more than 76 % of the respondents are satisfied with the style and design of this brand and remaining are not satisfied.15 SI NO: 1 2 3 Product knowledge Door delivery Monthly camp No of respondents 13 15 22 % 26 30 44 Department of Commerce.Other services preferred from this brand. 6.
6. Tumkur. Interpretation: From the above table it is clear that (44%) most of the respondents are prefer monthly camp. 6.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. 63 . Tumkur University.16 delivery SI NO: No of respondents 1 Regular 35 2 Occasional 7 3 Special 5 4 Rare 3 TOTAL 50 % 70 14 10 6 100 Department of Commerce. 30% prefer door delivery of the product and 26% prefer like product knowledge. 6. TOTAL 50 100 S r ic s P e e e ev e r f r d 2 5 2 0 1 5 1 0 1 3 5 0 P dc r ut o Ko le g nw de Mt ly nh Cm ap 2 2 1 5 Source: primary data Fig.16 Analysis of the relationship they have with this brand.15 showing the services they prefer. Door Table No-.
64 . SUGGESTIONS& CONCLUSION In this chapter. and 14% of the respondents are occasional relation and 10 % have Special relationship.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”.1 FINDINGS: Department of Commerce. The findings are recorded in tables and graphs. Relationship 35 30 25 20 15 10 Special Rare 0 Occassional 5 Regular 7 5 3 35 Interpretation: From the above table it can be observed that 70% have the regular relationship. CHAPTER-VII SUMMARY OF FINDINGS.16 showing the relationship they have with this brand.6. Tumkur. 7. from the study the following findings were made. Sources primary data Fig. I would like to bring out my survey findings & suggestions are explained with reference to survey data. Tumkur University.
Modi (8%).“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. It is found in survey that 24 % of the respondents are not satisfied with the product quality. In the survey it came to know that most of the respondents have come to know about the JK Tyres from more than 5 years. It is found in the survey that most of the respondents are getting information about the JK Tyres products through the Television (34 %) and Newspaper (36%). It is observed that only 18 % of the respondents are dissatisfied for the after sales service. Tumkur. It is observed through the survey that only 16 % of the respondents are cost conscious. Department of Commerce. and 4% to Good year. it is clear that the JK tyres company has been taking steps to give information about its products. 65 . and 64 % of the respondents are quality conscious they prefer only because of quality and durability. It is observed from the survey that many of your consumers want to shift over to MRF (52%). 24% and 76% of the respondents are dissatisfied with the re-treading and mileage performance of J K TYRES. TVS (10%). Ceat (10%). Tumkur University.
more than 50% of the respondents purchase once in a year.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. It is observed in the survey that more than 64% of the respondents satisfied with the design. Tumkur. More than 44 % of the respondents preferred service of the monthly camp for quick knowledge. Regarding pricing when compared with the other competitors pride of this product. Company is not encouraging credit basis of selling the products. respondents are happy with the price of the JK tyres because quality and price are equal. Department of Commerce. and 76% of the respondents satisfied with the out look and style of the tyres. Purchasing of tyres frequently is depends upon the how they use vehicles and the weight they carry. Tumkur University. More than 58 % of the respondents have accepted this brand only because they are getting major advantages form this brand. 66 . While purchasing tyres 42% of the respondents consider quality. It is found in the survey that 40 % of the respondents switching to this brand because of re-treading and 24% are because of performance. 36% of the respondents consider durability ofcourse price is also major important they don’t worry about this much more.
1. Tumkur University. Even if a small percentage are dissatisfied.2 SUGGESTIONS: From the above findings the following suggestions were made. they always reject and opinion always will negative. In this context it is suggested that the company Department of Commerce. The quality should be accepted by all respondents. 7.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. Quality is a main tool to get a good market of the product. 67 . Tumkur.
68 . tubes and other items to win the consumers hearts to obtain the market share. 4. Department of Commerce. In this aspect it is suggested that improvement and standardization of the product quality will bring down the problems while marketing the product.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. It is suggested that the dissatisfaction of the customer will loose the reputation and switching over to competitors product. Credit system introduction is necessary in mobilizing of sale. 3. Tumkur. 5. In this respect it is suggested that maintaining good quality. many precautionary steps should be taken in all the levels of the activities. sale after service etc. It is suggested that company should introduce programs like consumer council. This system will help to keep many more customers as well as getting new customer. should improve the quality of tyres. In every business customer care is very important in post and pre sale. Satisfaction of old customer and searching for new customer is the main policy of all the business. economy in price. promotional policy and appointing effective dealers will help to attract the new customers. 2. these steps will encourage the consumers to explain their own feelings and opinion. Tumkur University.
In olden days customers preferred the products that were suggested by the friends and neighbors.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. 69 . But now it is not like that they purchase which Department of Commerce. In the present scenario customers are more attracted towards the quality. 7. Tumkur. Tumkur University.3 CONCLUSIONS: Success and failure of any business enterprise depend upon the quality products and services that company provides.
“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. In order to demonstrate its commitments towards quality. ever they. like because they are getting information about the product quality and about the company’s marketing strength. Tumkur University. JK Tyre has made never-ending efforts to make all its products of world-class quality. Tumkur. BIBLIOGRAPHY MARKETING MANAGEMENT-MARKETING MANAGEMENT-PRODUCT MANAGEMENT-SHERLEKAR PHILIP KOTLER GANDHI Department of Commerce. Even though competitions at international market. JK Tyre keep its name and fame in the international market by consciously following a policy of continuously modernizing and expanding its tyre manufacturing facilities to retain its edge in the market. 70 .
jktyre. STANTON O.J. MARKETING MANAGEMENT-RESEARCH METHODOLOGY -RESEARCH METHODOLOGY -WEB SITE-Economic Times-Business Line-- W.R.com Daily newspaper Daily newspaper JOURNALS AND MAGAZINES: THE WEEK BUSINESS INDIA OUT LOOK QUESTIONNAIRE: DATA FOR THE STUDY 1) Through which media you become aware of J K TYRES brand? a) T V c) Friends [ [ ] ] b) News Paper d) Others………. KOTHARI www.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. Tumkur. 71 .R. KRISHNA SWAMI C. Tumkur University. /Magazines [ [ ] ] 2) From how many years you kwon about this brand? Department of Commerce.
a) Less than 2 years [ ] b) 2 to 5 years [ ] 3) From how many years are you using this brand? a) Less than 3 years c) 5 & above [ [ ] ] b) 3 to 5 years [ ] 4) Why do you prefer J K Tyres? a) Quality c) Durability [ [ ] ] b) Price [ ] 5) On what basis would you purchase this brand? a) Fully cash [ ] ] b) Fully credit [ ] c) Half cash & credit [ 6) Are you satisfied with this product? Yes [ ] No [ ] 7) If ‘Not satisfied’ with this brand for which brand will you shift? a) M R F e) T V S [ [ ] ] ] b) Ceat d) Modi f) Apollo [ [ [ ] ] ] c) Good Year [ 8) What made you to switch to this? a) Initial Mileage [ ] ] b) Re-trading d) Performance [ [ ] ] c) After-sales-service [ Department of Commerce. 72 . Tumkur University. Tumkur.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”.
Tumkur.“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. Tumkur University. . Are you happy with the price of this product? Yes [ ] No [ ] 10) What factors do you consider while purchasing tyre? a) Price c) Durability 11) [ [ ] ] b) Quality [ ] Average period of purchasing tyre. [ [ ] ] b) 6 Months 1 year & above [ [ ] ] a) 3 Months c) 9 Months 12) What are the major advantages you find in this brand? [ [ ] ] b) Nothing d) Smoothness [ [ ] ] a) Everything c) Initial Mileage 13) Are you satisfied with the design of this product? Yes [ ] No [ ] 14) Are you satisfied with the out look and style of this product? Yes [ ] No [ ] 15) What are the other services would you prefer from this brand? [ [ [ ] ] ] 73 a) Product knowledge b) Door delivery c) Monthly camp Department of Commerce. 9) When compared with the price.
“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”. 74 . Tumkur University. Tumkur. 16) What is the relationship do you have with this brand? a) Regular [ c) Special [ ] ] b) Occasional d) Rare [ [ ] ] 17) What are your opinions about J K TYRES? ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- Department of Commerce.