SUMMER TRAINING REPORT ON

“Market Share of Apollo Tyres in Passenger car radial

In Varanasi area ”

FOR

APOLLO TYRES LIMITED.

1

Under the supervision of
Mr.Shashank Sharma

Under the guidance of:
Mr.Bipin Singh

DistrictManager

MBA Faculty

Submitted by:
Anand Jaiswal

MBA 3rd Sem (2009-10)

B.B.S. Institute Of Management Studies
2

Greater Noida

ABSTRACT

In this project I have studied “Market Share of Apollo tyres in passenger car radial in Varanasi area.’’ Apollo tyres are manufactured by Apollo tyres ltd. In this competitive era of marketing where the satisfaction of customers towards the product has become first priority. It is very important to analyse the customers’ behavior. Every company determines the price of its products, sales promotion etc. according to the market requirement. Direct marketing is one of the effective medium sales promotion because it is directly related to customers. With the help of direct marketing company enhances is totally customer oriented. its brand image. Without putting customers on top, no company can get success. To get success every company should target customers because market

3

PREFACE 4 .This project report evaluates the position of Apollo tyres in Varanasi market and the role of direct & indirect marketing. Finally I have given some views and suggestion to the company for its market strategy.

All the works done on this project report is confined to my broad objective.In spite of the theoretical knowledge gained through classroom study. and dealer preference through the personal contact. 5 . During my summer training. In our summer training.A program. has been done at Varanasi as a completion part of M. a person is incomplete if not subjected to practical exposure of real corporate world . I got an opportunity to apply my theoretical knowledge and meaningful concept to actual business condition and to familiarize with the marketing activities of the products . In this context. customer attitude. which will be difficult to overcome without any first-hand experience of business. The project entitled “Market share of Apollo tyres in passenger car radial in Varanasi area’’ with special reference to Apollo. interview and questionnaire .B. we worked upon the analysis of Apollo tyres fitment in Varanasi by the fitment survey.He may have to face hurdles. research program has been designed to make the person aware of happenings of the real business world.

support and help.A.A. Mishra (Coordinator of M. without which the completions of this project was not possible. S . We would like to express our gratitude and thanks to Sharma and all the staff members of Mr. 6 .K. Equally . Programme. Shasank APOLLO TYRES LIMITED at VARANASI. for his valuable guidance and support. BBSIMS). teachers. we are also grateful to Dr.B.ACKNOWLEDGEMENT At the successful completion of our summer training at APOLLO TYRES LIMITED at VARANASI . who were the source of inspiration and motivation all through the program.B. I would also like to take this opportunity to express my gratitude to all our M. for the guidance .

(ANAND JAISWAL) TABLE OF CONTENTS PART-I 7 .Finally. we would also like to take this opportunity to express my gratitude to all the members of Apollo Tyres Ltd. and faculty members of B.B.S Institute of Management Studies ( Greater Noida) for sharing their helpful ideas during this project .

1. • CHAPTERS Introduction Company Profile Marketing Strategy Scope Product Profile Global Presence Basic Function of Tyres Golden Rules for Tyres Selection • • • • • • • 8 .

4.PART-II 1. 7. 5. 8. 2. Objective Research Methodology Data Analysis SWOT Analysis Recommendations Conclusion Limitations Bibliography • Questionnaires 9 . 6. 3.

INTRODUCTION In today’s world of intense competition and rapid dynamism. Suddenly. Today. Their focus has shifted towards integrating the three elements people. ever since the advent of the era of globalization. that the once famous maxim. there has been total transformation in the way the customers being perceived. service and marketing. since goods and services were in short supply and the sellers use to call the shots. the customer had succeeded in capturing all the attention of the companies towards him. marketers are directing their efforts in retaining the customers and customers’ base. so much so. But. Earlier there was a sellers market. “customer is the god” has become so true and relevant today. all the companies worldwide are tuning their focuses on the customer. There has been a “paradigm shift” in the thinking of these companies and none other then the customer has brought this about. 10 .

” caveat – emptor” has been replaced by “caveat venditor”. the powerful hands of the organization. because of the inherent value that the customers command. 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. customers’ courts. etc. It is the responsibility of every company to see that all its customers are equally satisfied with them. retention of the existing customers assumes diabolical proportion. A customers can “make or break” a company. In the past. as there were not many players in the fields. Thanks to the government policies on liberalization. The maxim. switching to substitute or competitors that offer at competitive prices. regulation of the government. 11 . 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. In such scenario. globalization and privatization (LPG). the customers was taken for a ride. the customer has a host of defense mechanism like the customers protection laws. Today. The attitude of the manufacture was that of “caveat – emptor”. not much importance was attached to product safety. quality. the market scenario has changed today.The customer’s importance has assumed imponderable proportions in today’s world. service and product appeal.

and it is no more considered as a cost center. there could not be much differential a tangible assets. namely the “service factor”. However. but considered as a profit center. Today after sales service is an important aspect of every company. Every organization strives hard to retain its existing customers at any cost since it is five times costly to get a new customers. which served as a major differentiator. then to retain an existing customers. the companies concentrated on the “intangible assets”. there could not be much product differentiation.In the past. with the rising competition. 12 . as price and quality were comparable and latest technology was to each and every company in the field. Today most of the industries use information technology to best services to their customers. Companies were lethargic in attending to customers complaints. after sales service was consider as a cost center. Availability of trainee service personal and quality genuine spare parts posed serious problems. Since.

Kerala) Exclusive Tubes Plant Commissioned in Ranjangaon (Pune. Aids awareness Expansion of passenger car radial capacity to 6600 tyres per day Production of India’s first H-Speed rated tubless passengers car radial tyres 13 .HISTORY OF APOLLO TYRE COMPANY “People deliver innovation Innovations deliver success A few of the difference our people made” 1975 1976 1977 1991 1995 1996 2000 2000 2003 2004 Inception Registered as a company First Plant commissioned in Perambra(Cochin. Maharastra) Exclusive Radial Capacity established in Limda Established APOLLO TYRES Health Care Clinic for HIV. Gujarat) Acquired Premier Tyres in Kalamassery (Cochin. Kerala) Second Plant commissioned in Limda (Baroda.

retreaded tyres from Apollo Launch of the Apollo Tennis Initiatinve and Mission 2018 14 . Tamilnadu Launch of Dura Tread. trading material and solutions 2006 Launch of India’s first range of ultra high performance V and W-speed rated passenger car radial 2007 2007 2007 Launch of Regal Truck and Bus radial tyres Launch of Dura tyres.2004 Support in setting up India’s first emergency medical service in Baroda 2005 APOLLO TYRES health care clinic in Udaipur in Rajasthan and Kanpur in Uttra Pradesh 2006 2006 2006 2006 2006 Expansion of passenger car radial capacity to 10000 tyres per day Expansion of passenger car range to include 4x4 and all terrain tyre Acquired Dunlop tyres international in South Africa and Zimbabwe Opening of Apollo tyres health care clinic in Ukkadam.

15 .

tuned to customer needs and an array of innovative marketing initiatives to establish itself as a leader in its home market. Apollo is built around the core principles of creating stakeholder value through reliability in its products and dependability in its relationships. Registered as a company in 1976. establishing customer contact programmes which resulted in better health and driving habits. introducing India’s first farm radials and India’s first range of high-speed tubeless passenger car tyres. Apollo acquired Vredestein Banden B V in the Netherlands. which takes pride in its unique identity. Apollo worked on a portfolio of products.Apollo Tyres Ltd is a high-performance company and the leading India tyre manufacturer. farm. Apollo is a young. ambitious and dynamic organisation. The company currently produces the entire range of automotive tyres for ultra and high speed passenger cars. Head quartered in Gurgaon. taking on southern Africa as the second domestic market. running tyre loyalty programmes. Some of these include segmenting customers by their load and mileage requirements. Over two decades. and thereby adding Europe as its third crucial market. For the first time. Apollo’s present strength and market dynamism steps from its early years of strife in establishing itself as a tyre manufacturer within the closed Indian economy. Off-The-Road. The company holds brand rights for the Dunlop brand across 30 African countries. 16 . Apollo acquired Dunlop Tyres International Pty Ltd in South Africa (since renamed as Apollo Tyres South Africa Pty Ltd) and Zimbabwe. in 2006 Apollo ventured outside India in its quest to test itself outside its home comforts. In 2009. a corporate-hub in the National Capital Region of India. truck and bus.

Special efforts are made to understand customer needs and segment the market accordingly. while in India they are variously named Apollo Tyre World (for commercial vehicles) and Apollo Radial World (for passenger cars). Exports out of these three key manufacturing locations reach over 70 destinations across the world. products are developed for niche applications within a larger category to enable the company to provide efficient. Netherlands and Southern Africa. An integral part of the Apollo Tyres world is its community involvement and giving programmes directly related to its business. and is expected to commence production towards the end of 2009. In India.industrial and specialty applications like mining. Dunlop. fuel and cost-saving products to each customer segment. In South Africa the branded outlets are called Dunlop Zones. Innovation has always been an integral part of the Apollo way of doing business. Africa. For Apollo Tyres. exclusive or multi-product outlets. Southern Africa and Europe. retreaded tyres and retreading material. the focus has always been on finding ways to ensure a direct benefits to customer groups. this applies as much to product development and marketing as to how the company as a whole is focused on challenging existing boundaries. Regal and Vredestein. For the commercial vehicle community the company runs extensive HIV-AIDS awareness and prevention programmes and has established Health Care Clinics across the country to cater to the 17 . Kaizen. Maloya. Apollo operates through a network of branded. In the three domestic markets of India. These are produced across Apollo’s eight manufacturing locations in India. offering the right product to the right customer is essential. A ninth facility is currently under construction in southern India. with key comprising Europe. The major brands produced across these locations are: Apollo. the Middle East and South-East Asia. After which.

community’s health needs. the key initiatives revolve around health and education programmes. Apollo is one of the largest corporate investors in developing sporting talent through its Mission 2018. For passenger car customers the focus is on cultivating Safe Driving habits. Across its manufacturing locations. which is focused on nurturing and training youngsters in the sport of tennis to enable an Indian to win a Singles Grand Slan Championship by the year 2018. 18 .

This involves the following analyses: (a) Understanding markets: Strategic perspective of the market requires skilful analysis of the trend and how they affect the market size and demand for the firm’s product. (c) Product and service planning: Analysis of the customer’s promotion of the brand. service. both of the firm and competitors.MARKETING STRATEGY Strategic thinking is key to the evolution of successful marketing strategies of APOLLO tyre. mobile 19 . convenience and technology are some of the niches in Indian market. besides an analysis of the situation in which the customer uses the product. (b) Finding market niches: Price. (i) Distribution: Structural changes in inventory management.

Managing for result: With pressure on costs.distribution the Indian (ii) are some of the key factors that are going to affect the distribution process in market. Market opportunity of Apollo tyres:- Identification of market opportunity is critical before the management of affirm takes a decision to launch or diversify in any product area. and margins. prices. ✔ Market programmed required to satisfy market wants ✔ Identification of key success factors in an industry and linking them to a firm’s strengths and weakness Market opportunity (a) (b) Size of the market How well the market is served 20 . 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. marketers will have to make effective utilization of every rupee spent in marketing.

21 .(c) (d) (e) Prospective inches Marketing mix required to succeed Core competencies required i.

place. 3.MARKETING MIX A Marketing mix is the division of groups to make a particular product. by pricing. 2. Although some marketers[who?] have added other P's. and quality. branding. product. the fundamentals of marketing typically identifies the four P's of the marketing mix as referring to:1. 4. such as personnel and packaging. Price Promotion Place Product 22 .

Product A tangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products are often service based like the 23 .

material costs.tourism industry & the hotel industry. product identity and the customer's perceived value of the product. 24 . Price The price is the amount a customer pays for the product. A less obvious but ubiquitous mass produced service is a computer operating system. competition. It is determined by a number of factors including market share. Typical examples of a mass produced tangible object are the tyre. The business may increase or decrease the price of product if other stores have the same product.

seminars or trade fairs and events. Sales staff often plays an important role in word of mouth and Public Relations. sponsorship deals. Word of mouth is any apparently informal communication about the product by ordinary individuals. One of the most notable means of promotion today is the Promotional Product.advertising. A certain amount of crossover occurs when promotion uses the four principal elements together. Public relations are where the communication is not directly paid for and includes press releases. word of mouth and point of sale. which is common in film promotion. optimizing the 25 . Broadly defined. Advertising covers any communication that is paid for.Place Place represents the location where a product can be purchased. public relations. It is often referred to as the distribution channel. Promotion has four distinct elements . This category has grown each year for the past decade while most other forms have suffered. It can include any physical store as well as virtual stores on the Internet. as in useful items distributed to targeted audiences with no obligation attached. exhibitions. conferences. It is the only form of advertising that targets all five senses and has the recipient thanking the giver. from television and cinema commercials. satisfied customers or people specifically engaged to create word of mouth momentum. Promotion Promotion represents all of the communications that a marketer may use in the marketplace. radio and Internet adverts through print media and billboards.

potentially related to a promotional offer. They are the fundamental actions that marketing requires whether determined explicitly or by default. By offering the product with the right combination of the four Ps marketers can improve their results and marketing effectiveness. The term "Marketing Mix" however.00 would be considered a strategic change in the position of the product. a large change in the price. They are not trade-offs but are fundamental marketing issues that always need to be addressed. For example.00 to $39. Making large changes in any of the four Ps can be considered strategic. Making small changes in the marketing mix is typically considered to be a tactical change. However a change of $131 to $130. say from $19.99 would be considered a tactical change. does not imply that the 4P elements represent options.marketing mix is the primary responsibility of marketing. 26 .

27 .SCOPE The scope of the study has been limited to a few tyres manufacturing majors. It does not extend to all the segments available in the market.

28 . Any development in the tyre market after July 2009 is beyond the scope of this study.Only Varanasi district has been covered in this study.

LCV. 29 . FARMS. PCR. Is leading company for all tyres-manufacturing company in India and The Apollo Tyres Company manufacturing the tyres for the entire segment (TRUCK. OTR).Product Profile The Apollo Tyres ltd.

30 .

H/V speed rated Excellent handling at high speeds Optimum wet and dry performance Low external and in-cabin noise levels for a comfortable ride 31 .

V/W speed rated with superb wet and dry performance and exceptional driving pleasure Innovative asymmetric tread pattern for maximum performance Special silica tread compound for better fuel economy and wet performance Rim protector 32 .

W/Y speed rated with a quick steering response for a sporty performance Unidirectional V-shaped tread design resists aquaplaning Excellent handling at high speeds Special silica tread compound for better fuel economy and wet performance 33 .

S/T speed rated Reinforced tyre construction for long life Visual alignment indicator for detecting any misalignment wear in the tyre Especially designed for low noise 34 .

35 .

MC 20 SH 41 SC32-SUV SE 66 SH 19 SG 47 36 .

1977.including Audi. South Africa and Zimbabwe sister companies to provide the latest research and development. Wherever you are of distribution centres. For location details. Hi-Q Tyres. We also involve our India. global reputations Apollo opened its first tyres plant in Perambra. Toyota. we also supply many retailers. global presence and commitment to the future. Qualis .GLOBAL PRESENCE Global partnerships. our operations are now worldwide. policies. Our tyre designers work closely with manufacturers. Since then. testing and manufacturing facilities. 37 . BMW. Use this section to find all the facts and information on Apollo's heritage. For more information on original equipment fitment manufacturers. Sumo. Working for you Many of the world’s leading vehicle manufacturers .trust Apollo and fit our tyres as standard. Indica. including our retail chain. we have grown to become one of the world's biggest and most respected tyre brands. please visit our global locations section.

Locations in India 38 .

Gujarat In operation since 1991 Products manufactured Passenger car radial Truck and bus radial & cross-ply Light truck radial & cross-ply Farm radial & cross-ply Perambra.Limda. Baroda. Kerala In operation since 1977 Products manufactured Truck and bus cross-ply Light truck cross-ply Farm radial & cross-ply 39 . Cochin.

Organizational structure of Apollo Tyre 40 .

However. We must also meet the demands of the environment by adopting sustainable practices and using our resources more efficiently. Leading vehicle manufacturers use our tyres as original equipment because they trust and respect our quality.GOALS OF APOLLOAND THE ENVIRONMENT At Apollo. health and safety management system . • Promotion of EMS to our customers. operational and business requirements. In practice Here are some of our activities: • Introduction of an Environmental Management System (EMS) as part of our integrated quality. We practice the latest manufacturing and management techniques and work only to the highest standards as outlined in international standards. suppliers and contractors . 41 . environment. development techniques and innovation. we are committed to protecting and respecting the environment. this alone is not enough. • Environmental performance targets to meet our legal.

• Regular audits and reviews on our environmental performance • Environmental awareness training for all directors and senior management .YOUR MOST IMPORTANT SAFETY ITEM) 42 . • Appointment of environmental co-ordinators to ensure our EMS is implemented and maintained in line with ISO 14001 • Continual re-alignment of our environmental policy and business objectives TYRES SAFETY (TYRES MAINTENANCE .

bulges.000km). once a fortnight is recommended and ideally when your tyres are cold. ask your tyres retailer to check for internal damage. Tyre Pressure Maintaining the correct pressure is the easiest. (ie every 10. causing pressure loss and indirectly causing corrosion of steel belts. If the tyres receives a severe impact. yet most important thing you can do to get the best performance. attention to tyre pressures as well as rotation should be made on a regular basis. HERE ARE A FEW TIPS Check your tyre pressures regularly. economy and safety from your tyres. Tyre balance and vehicle wheel alignment should be checked regularly. Tyre wear on front wheel drive vehicles is a little higher and therefore. always inflate tyres to the suggested pressure. Avoid using 'sealants' or other liquid preparations to prevent deflation. Driving on under inflated tyres is almost certain to cause serious damage. Do not repair cuts in sidewalls of radial play tyres. unusual wear and road damage. Inspect tread and sidewalls for cuts and abrasions.Your tyres are the only contact between you and the road and. These may cause the valve to stick open slightly. Information relating to the correct 43 . Take action immediately to rectify any unusual sounds or vibrations. they too require regular maintenance. especially if your tyres are subjected to rough roads or aggressive driving. like your vehicle.

Under inflation of tyres can cause them to experience uneven or rapid tread wear. the best being the metal type. a higher pressure is usually recommended for high speed driving or when carrying or towing a heavier than normal load. Sealing valve caps must ALWAYS be used. see your local tyre retailer. In addition. If you require any assistance with the pressure of your tyres. and can ultimately lead to serious tyre failure. Tyres pressure should be checked when tyres are cold. carry your own tyre pressure gauge.pressure should be available from your vehicle's tyre placard however. Where possible. Seek advice on what is the best for you and your car. TYRE ROTATION 44 . considering these points may help: HERE ARE A FEW TIPS Different driving conditions require different pressures. as pressures will increase when tyres warm up. For example. as well as lead to an increase in fuel consumption. under inflation reduces your vehicles braking and handling capabilities.

To roll 2. To carry a load 3. If the spare is included in the rotation it should be exchanged with the tyre allocated to the right hand rear position. this may be due to worn suspension components. If uneven wear has occurred. Front to back same side rotation is acceptable when tyres are wearing unevenly. vehicle misalignment or incorrect tyre balance.Regular rotation of tyres is a proven method for promoting even wear and therefore extending tread life. These concerns cannot be corrected by simply rotating the tyres. Basic Function of Tyres 1. To steer the vehicle 4. To transmit braking force and power output 45 . Your local tyre retailer should correct these problems.

5.

To absorb(noise and mechanical vibration)

6.

To last

7.

To handle speed

8.

Low noise

9.

Low rolling resistance

10.

To look goods

46

THE GOLDEN RULES FOR TYRE SELECTION

1. 2. 3.

This rule applies to all categories of tyres, with the exception of passenger. Fit the largest Tyre size possible, as recommended by the vehicle. Use the lowest ply rating-this does not apply in the case of steel cord Radial Truck tyres.

4. Recommend the correct Tyre Pressure for the Tyre size Ply rating, Load and operating condition. 5. This pressure should ideally be as low as possible, without under inflating the tyres. 47

OBJECTIVE

48

To determine the mind share and heart share.• • To understand the consumer behavior and perception about ApolloTyres To assess the relative competitive position of Apollotyres in the minds of the consumer and dealers. • • • • 49 . To compare the performance of major market player with respect to their 4 P’s. To determine the positioning strategy. To determine the market share of Apollo tyres in Varanasi.

successful completion of any project and getting the genuine results from that depends upon the research method used by the researcher.Research Methodology Every project work requires research. The whole research process used by us is as follows:1. Problem Formulation Research design 50 . 2.

3 4. Sample design Source of data (a) (b) (c) (d) (e) (f) Primary source of data Secondary source of data Collection of data Analysis of data Interpretation of data Project report and writing 51 .

Type of Market Research 52 . recording and analysis of data about marketing problems to facilitate decision-making. Marketing research Marketing research is the systematic gathering. Redman and Mory defines research as a systematized effort to gain new knowledge.Research Research can be defined as a careful investigation or inquiry especially through search for new facts in any branch of knowledge. analysis and reporting of data and finding relevant to a specific marketing situation facing the company. Marketing research is the systematic design. collection.

53 . 5. various types of marketing research are adopted. 2.Marketing research is now placed under the control of some staff executive to provide adequate information to the line of management. 4. 1. In these days of specialization. Marketing performance research Product research Promotion research Distribution research Pricing research Methods of data collection The key for useful systems is the selection of the method for collecting data and linking it to analysis and decision issue of the action to be taken. 3. There are five major types of marketing research with several sub types.

particularly in survey and descriptive researches. Primary data: . Questionnaire d.The primary data are those which are collected a fresh and for the first time and thus happen to be original in character. Observation Method b. Interview Method c. There are two types of data primary and secondary. Some important methods of collecting primary data are: a. Schedules 54 . There are several methods of collecting primary data.The accuracy of the collected data is of great importance for drawing correct and valid conclusions from the detailed investigations. 1.

2.e. ZEN.SCORPIO. BMW. TOYOTA. and QUALIS etc (four Wheelers). Secondary data: . In this method we have taken the sample of 100 vehicle models like INDICA. TATA SUMO. WAGONR. SENTRO. COLLECTION OF DATA THROUGH OBSERVATION We also use this method for the purpose of data collection. 55 . they refer to the data which have already been collected and analyzed by someone else and which have already been passed through the statistical process. JAZZ. Through my personal observation I have observed the tyres used in the above models and presented them graphically. Secondary data may either be published data or unpublisheddata. OCTAVIA.Secondary data are used means that are already available i.

Andhra Pull. Raja Talab. 56 . Lahartara.and PCF Plaza. Taj Hotal. etc. Vishal Travel.This observation was done in the various areas of Varanasi like Nadeshar.Station. Chauka Ghat. Cant. Rohaniya. Patal Nagar.

The data collected by two methods. Place: .VARANASI Sample Size: - (a) 100 Customer data collection (b) 3 campaign (c) Fitment survey of 100 vehicles Methodology: . Interview. questionnaire & fitment survey. 57 .PROJECT CONSUMER BEHAVIOR & MARKET SHARE OF APOLLO TYRES Objective: -Analysis of Fitment of APOLLO TYRES by the personal contact. II. I. Primary data collection. Secondary data collection.

○ Analysis of Rear Tyres ○ Over all Analysis (Front + Rear) Analysis 58 . UTILITY: . Results: .From the collection of data we analyses the consumer behavior & market share of various brand of Apollo Tyres & take valuable information of tyre industry. interview. The data are also available and we have observed through net and company. In secondary data. schedules and questionnaire.In primary data collection. we have data collect from the personal contact.The result is divided into the following categories:A:-FITMENT SURVEY ○ Analysis of Front Tyres.

OF TYRES % SHARE BRIDGE STONE JK CEAT APOLLO MRF OTHERS 34 38 16 48 56 2 17 % 19 % 8% 24 % 28 % 1% ANALYSIS OF FRONT TYRES (FourWheelers) (200 Tyres) 59 .COMPANY NO.

60 .

GRAPHICAL REPRESENTATION OF MARKET SHARE IN PASSENGER CAR RADIAL (Four Wheeler Front Tyres) VARANASI. 61 .

ANALYSIS OF REAR TYRES 62 .

5% MRF GOOD YEAR 38 8 19 % 4% OTHERS 4 2% 63 . OF TYRES % SHARE BRIDGE STONE JK CEAT APOLLO 43 40 12 55 21.5 % 20 % 6% 27.PASSENGER CAR (Four Wheelers) (200 Tyres) COMPANY NO.

GRAPHICAL REPRESENTATION OF MARKET SHARE IN PASSENGER CAR RADIAL (Four Wheeler Rear Tyres) VARANASI 64 .

65 .

66 .

5 % 67 .75 % 23.5% 7% 25.5 % 3.OVER ALL ANALYSIS (FRONT+REAR) Passenger Car Radial (Four Wheeler) (400 TYRES) COMPANY NO.25 % 19. OF TYRES % SHARE BRIDGE STONE JK CEAT APOLLO MRF GOOD YEAR 77 78 28 103 94 14 19.

5 % 68 .OTHERS 6 1.

GRAPHICAL REPRESENTATION OF MARKET SHARE IN (Four Wheeler Rear Tyres) VARANASI 69 .

70 .

B: - CUSTOMER MEETING
Meeting with Four wheeler owners:-

A-Nadeshar

B-Patel Nagar

71

C-Taj Hotal

D-Vishal Travels

E-Chauka Ghat

F-Cant-Station

G-Andhra pull

H-Raja Talab

C:-CAMPAIGN
Nadeshar

Taj Hotal

72

Chauka Ghat

ANALYSIS OF CUSTOMER MEETING AND CAMPAIGN
When we asked about the general rating that customers might give to Apollo Tyres has whole the feed back that they gave was as follows approx 23% customer said that ApolloTyres is excellent and 56% customer said that Apollo Tyres is very good, 21% customer said that Apollo Tyres is average and know body is said that Apollo Tyres is below average. The graph below shows the following information. 73

20% customer said that they purchase from MBDs (Multi brand dealer ) so that they could make a comparison of cost between Apollo 74 .60% 50% 40% 30% 20% 10% 0% Excellent Very Good Average Poor When asked about where do most of the customers go for purchasing Apollo Tyres the feed back that were received from customers are as follows around 75% customer said that they purchase Apollo Tyres from the exclusive dealer of Apollo Tyres.

Such as Aspire. When asked about how easily customer get Apollo Tyres the response was follows approx 82% customer said that they get Apollo Tyres very easily whenever they require them from the nearest dealer and 18% customers said that there is always a scarcity of the most popular brands of Apollo Tyres Ltd. 75 . The Graph below shows the exact position.and other brands available and rest 5% customer said that they purchase Apollo Tyres from other tyres traders the graph below gives better information. Acelere. Hawkz and Amazer XL . Acelere Sportz.

% AGE OF SATISFIED AND DISSATISFIED USER OF APOLLO TYRES 76 .

They said that the claim policy of Apollo Tyre is very good. Tyre is very costly but the performance of ApolloTyre is better than other tyres. Several customers are very friendly and the Co-operate in our work but few customers behaved very rudely. Customer said that the quality of Apollo Tyre is very good. We met the different customers. These things give us a good experience and obtain good knowledge about customers attitude. Customers are happy with the campaign and they said that they gain a lot of knowledge from the campaign and they said that campaign should be organized continuously in different area. 77 .The 83% customers are fully satisfied with the Apollo Tyres and just 17% customers are not satisfied with the Apollo Tyres .

• Brand awareness • Best promotion by display 78 .SWOT ANALYSIS STRENGTHS - • Heavy range of products.

• Advertisement WEAKNESSES - • SVS depended on APOLLO • Shortage • No proper replacement of damage • Low margin for shopkeeper • No proper inspection of salesman OPPORTUNITIES - • addition of outlet 79 .

I would like to suggest following points.• THREATS - Improve the market of APOLLO TYRESby giving some more advantages • More satisfaction from local wholesale market. 1. they can deduct the number of outlets. In our experience which I get within 45 days . salesman may be careless. Made heavy duty tyre according demand of customer. RECOMMENDATION In our market analysis I found many block hole in marketing strategy and Apollo product Existing product want some improvement according change of technology . • Dissatisfaction due to improper handling • Without proper inspection. 80 . competition and spread of market.

3. 4. Open more outlet in order to insure availability of product (tyre) in VARANASI market. To provide cheaper tyers with advanced quality . To give more discount and gift in order to competite its competitor 6.2. 8. emphasis on personal advertisement. Expand its advertisement . Make claim policy easy and give claim on demand. 5. 7. Provide facilities to payment in installment. To make better study of its competitors strategy for monopoly in market. CONCLUSION 81 .

Around 75% customer said that they purchase Apollo Tyres from the Exclusive dealer of Apollo Tyres Ltd. In Varanasi more then 25. 6. 4. Rate of Apollo Tyres are not high against with the other Company tyres.75 % in Four wheeler 2.1. After sale service (Claim) of Apollo Tyres is very good. The market share of ApolloTyres Segment(Passenger Car Radial). 3. 82 . 5. Approx 82% customer said that they Apollo Tyres very easily whenever they require them from the nearest dealer. Approximately 87% customers are satisfied with the Apollo Tyres .

LIMITATIONS 1.In this survey many respondent are included which give no idea according our survey objective . 2. 83 . Non respondent:. So we can not imagine through it nation level market position of Apollo tyre. Survey represent only Apollo market position:.Because this survey is conducted in Varanasi .

Sample size is limited:.In this survey I take only 400 unit as sample size. 5. So it not represent all market. Financial problem:-Money play very important role in any work in this survey there is also effect of finance because I have limited finance.In this survey we can not say that every information correct because many respondent gives falls information it may more positive or negative.This survey is done within 6 to 7 week. so it may be possible that some aspect may be left. 4.3. Time is limited:. 84 . The conclusion is find out through this sample size. Falls information:. 6.

R.BIBLIOGRAPHY MARKETING MANAGEMENT:- By Philip Kotler RESEARCH METHODOLOGY:- By C. Kothari WEBSITES:- 85 .

weekypedia.apollotyres.www.com www.com QUESTIONNAIRE 86 .com www.google.

Name-……………………… Address-…………………… ……………………………. ……………………………… Mobile no.Have you heard of Apollo Tyres in PCR ? (a) Yes (b) No 2:.-…………………. KM done by vehicle-…………………. 1:.Are you satisfied with the radial car of Apollo Tyres ? (a) Yes (b) No (c) Don’t know.Which brand of Apollo tyres do you use ? 87 . Condition of Tyres-………………….. 3:....

5:- Which company TL tyre do you used ? (a) MFR (b) Apollo (c) Michelin (d) CEAT (e) JK (f) other.(a) Amazor XL (b) Acelers (c) Hawkz (d) Aspire (e) None of the above. 4:- Which tyre do you prefer in your used TL or TT. 6:- Which company TT tyre do you use ? (a) Apollo (b) MRF (c) Michelin (d) Bridge stone (e) JK (f) CEAT 7:- which company tyre do give maximum mileage ? (a) Apollo (b) MRF (c ) Michelin (d)Bridge stone (e) CEAT (f) JK 88 .

8:- Which company produce better after sales service? (a) Apollo (b) MRF (c) Michelin (d) Bridge stone (e) CEAT (f) JK 9:- What type of warranty should company give ? (a) Conditional (b) Unconditional 10:- Which company give fastest claim ? (a)Apollo (b) MRF (c) Michelin (d)Bridge stone (f) None of the above 11:- What is time period you change the tyres? (a) > 1 year (b) > 2 year (c ) > 3year (d) >4 year (e) none of the above 12:- Which company tyre is maximum accepted by the customer? 89 .

(a) Apollo (b) MRF (c ) Michelin (d) Bridge stone (e) JK 13:- What is the life expectancy of Apollo tyre? (a) > 1 year (b) > 2 year (c ) > 3year (d) >4 year (e) none of the above 14:- Which brand of Apollo in PCR gives maximum services? (a) Hawxz (b) Acelere (c) Amazor xl (d) Aspire (e) don’t know 15:.Which brand of other company do you like most on the grand of design and service? (a) MRF (b) JK (c ) CEAT (d) Bridge stone (e) Yokohoms (f) Michelien 90 .

16:- How to promote the Apollo tyre in the market? (a) Print media (b)Electronic media (c )Service CAMP (d) Consumer meet (e) Other 17:- If you are not satisfied please give some suggestions ? …………………………………………………………………… …………………………………………………………………… Signature-……………… Date- ………………. 91 .

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