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with regards to my
L.N.Mishra College of Business Management, Muzaffarpur
The project of such magnitude cannot be accomplished without the assistance and cooperation of several people. Exchange of ideas generates a new object to work in a better way. So, whenever a person is helped and co-operation by others, his heart is bound to pay gratitude and is not merely formalities but an expression of deep sense of gratitude and cumulative appreciation. Now first and foremost, I feel highly obliged to Mr. R. K. Sharma, District Manager: Apollo Tyres Ltd. Muzaffarpur who got me placed for project training, which had sent materials, according to my topic for execution in order to perform the work for preparing this dissertation. I would like to mention something special about my supervisor Mr. Vipin Kumar, (Asst. Professor) L.N.Mishra College of Business Management, Muzaffarpur, and making acknowledgement that without his kind co-operation, attention, wise guidance and a regular feedback from me, my mission would not have been fulfilled its milestone. I have not the desired word power to express my heartiest gratitude regards reverence and indebtness to him. I also acknowledge with a deep sense of reverence, my gratitude towards of my parents and member of my family, who has always supported me morally as well as economically.
[Md. Nishat Alam]
L.N.Mishra College of Business Management, Muzaffarpur
As it is said ............"The theory without practice is lame and practice without theory is blind." obviously the theory and practice are two facts of same coin, or in other way theory and practices complementary and supplementary to each other. And of course these two embody the real knowledge based on the principle of coming by doing or in pursuit of knowledge these two have become part and parcel. Here, the practical during summer vacation is of prime to the Faculty of Management for the purpose of evolution of final (4rth Semester) examination assist the paper in order to complete in M.B.A. course of the academic curriculum. This dissertation imparts a deductive and prescriptive discussion on the duly on Sales Promotion (with reference to Apollo Tyres Ltd. Marketing division, Muzaffarpur) in comprehensible and concise way............ on the basis of the training, which was done by me in marketing division of Apollo Tyres Ltd., Muzaffarpur. The report has been written for main of marketing as well as the consumer, Marketing is the lifeblood of any organization to run fast. So marketing starts right from the time of production. Marketing is nothing but first to assess the market and then to access the market. The present study is entitled to the study on Sales Promotion of Apollo Tyres have been determined. The whole study has been done to a particular area i.e. Muzaffarpur. Simplicity is the main feature of this report from beginning to end so that even a non-marketing man can take advantage of it. My observation in Apollo Tyres Ltd. was to treat main, who are the main Factor of Production among man, machine, materials, money manufacturing technology with respect and dignity.
L.N.Mishra College of Business Management, Muzaffarpur
N. Reviews are being done time to time to make the organization good at all fronts and where building an established carrier is felt with pretty pride. Nishat Alam] L.Mishra College of Business Management.It has been endeavor of Apollo to strive for open channel communication to keep the bellow member a breast with organization values cultural system. Muzaffarpur . philosophy and procedures. [Md.
Introduction to the study a) Objectives of the Study b) Scope of the Study c) Methodology of the Study d) Limitation of the Study Chapter 01. Organizational Structure of Apollo Tyres Ltd. at Muzaffarpur. A Theoretical Aspect of Brand Image with respect to Price Leadership.Mishra College of Business Management. Chapter 02. Introduction to the Organization a) History of the Organization b) Financial Status of the Organization c) Product Profile e) Competitors of the Organization Chapter 03. Data Analysis and Interpretation Conclusions & Suggestions Questionnaire Bibliography L.N. Muzaffarpur . Chapter 04.CONTENTS Guide Certificate Acknowledgement Preface TOPIC Page No. Chapter 05. Chapter 06.
N.Mishra College of Business Management. Muzaffarpur .Chapter 1 Introduction to the study a) Objectives of the Study b) Scope of the Study c) Methodology of the Study d) Limitation of the Study L.
V. The introduction as well as completion of the study is STUDY OF BRAND IMAGE with respect to Price Leadership for APOLLO L. The study centered to take strategic decisions in support of APOLLO TYRES in the field of marketing.V Tyres.C.C. creating a brand position in the market and taking measures to make the brand remain in its position.N. L.Introduction to the Study As a part of academic curriculums in partial fulfillment of "Master of Business Administration" the trainee has done this summer project in the marketing division of APOLLO TYRES LTD. One of the important aspects of this study is also to increase the market segment for the products. The main scope of this study is to ascertain various methods to increase the sales volume of the concern. The method includes regular product information to the buyers. at Muzaffarpur. Muzaffarpur . Muzaffarpur. & S.Mishra College of Business Management.
To collect their ideas about future purchasing of Apollo Tyres. L.N. During this practical exposure of Six Weeks. To know the awareness level of customers of Apollo Tyres specially. To collect the information and their attitude from Tyres customers. The objective of study is to describe the unique characteristics of Apollo Tyres in Comparison to others. This is important of management. In any marketing job this forms one of the important tools and therefore to know the utility of such a tool is definitely one of the important aims of this study. I have collected some important information for (about) Apollo Tyers ltd.(a) Objective of the Study:Such a study is part of my curriculum to complete management Studies. and betterment of its Sale. at Muzaffarpur. This increase penetrability in the market.Mishra College of Business Management. I am fulfilling the objectives of my curriculum. The main objective of study is to present conclusion and necessary suggestions regarding consumer awareness relating to Apollo Tyres. So while taking part in the practical exposure by joining Apollo Tyres Limited for six weeks training. To know the latest grievance of Customers. I have to complete this part also. The objective of the study is to develop sound inter personal relation to get maximum output both customer and producer of Apollo Tyres. Muzaffarpur . The purpose of the study is to explore the market of Apollo Tyres Ltd.
"Consumer Preference". Business Economics Research of Apollo Tyres It is concerned with Buying behaviour of Apollo Tyres.b) Scope of the Study The scope of marketing research can be pointed out by a single word. Broadly its scope can be classified in the following categories : It is concerned with product of Apollo Tyres. Last but not the least Brand Image of Apollo in market L.N. Muzaffarpur .Mishra College of Business Management. Research on Promotional Policies of Apollo Tyres Research on pricing of Apollo Tyres. Marketing survey has wide scope and covers all aspects of marketing. It is concerned with Sales and Distribution of Apollo Tyres. It can be termed as the balance wheel as the marketing system which harmonies the study and demand factors.
And branches together. Muzaffarpur to observe how the marketing operations were being performed there.Mishra College of Business Management. methods were followed which were found to be most important :i) Personal Discussion :A lot of information on the subject. journals published and unpublished materials from different departments of the company were consulted. these information from their respective heads. Academic went to these depts.N. which were well known to the different departments and branches of the company. iii) Field Observation :During the training period I visited Muzaffarpur market being sent by Apollo Tyres Ltd. were prevalent. The marketing strategies and operations are closely observed for all these information I visited retailers dealers and as well as consumers to assess the present market situation of the product of APOLLO TYRES LTD.c) Methodology of the Study During the entire study. L. Muzaffarpur . ii) Documentary Observations :Secondary sources like books.
Under these circumstances or critical situations I face difficulties which may affect my report directly or indirectly.(i)Unusual price increase like 810% in last 3 months.N. authorised taken for overload) was withdrawn for transporters. Muzaffarpur . Golden Card (which was a govt. L. of Bihar e. (ii) All of a sudden underload restriction was imposed by the Govt.Mishra College of Business Management.(d) LIMITATION OF THE STUDY In Summer Project this study has some limitations when I joined the company that time DM was too much busy with his own assignments as it was the period where market was witnessing a lot dynamic changes like :.g.
Chapter 2 INTRODUCTION TO THE ORGANIZATION a) History of the Organization b) Financial Status of the Organization c) Product Profile d) Competitors of the Organization L. Muzaffarpur .N.Mishra College of Business Management.
the then core team.000 each of tyres and tubes. L. Jacob Thomas and his associates. Mathew T. And like the Greek charioteer. integrity. Marattukalam.Mishra College of Business Management. Muzaffarpur . Those were times when licences and quotas ruled the world of manufacturing in a market dominated by multinational companies with access to technology and machinery and deep pockets. symbolising the creation of light.INTRODUCTION TO THE ORGANIZATION a) History of the Organization Apollo Tyres straddles the Indian tyre industry much like the Greek Sun God Apollo's four horse-drawn chariot races across the vast expanse of the sky. Therefore. At the time.N. Apollo Tyres has stood the test of time on the four pillars of vision. Apollo Tyres was returned to its owners during the Janata Government. Cochin by Mr. Extensive on-ground research by the team allowed it to understand the areas in which Apollo could make an impact. the company was taken over by Dr. The history of Apollo Tyres dates back to 1974 when it was incorporated as a company in Cochin. Apollo wiped out its net worth and became a BIFR company during the Emergency years. hence knowledge and truth. Apollo's first manufacturing facility (often referred to as the 'mother plant') is in Perambra. bicycles. trucks and cars. However. Raunaq Singh. Cochin where production commenced in 1977 with an installed capacity of 420. due to the huge investments required. In 1976. Modi Tyres had an overwhelming market share and reputation. However. realized that to make an impact in the market and become financially viable it had to become a dominant player in the commercial vehicles segment. soon after its inception. quality and sheer determination. Apollo then used to make the entire gamut of tyres required for scooters. The first 20 years of the company's existence were not easy. led by Onkar Singh Kanwar. Kerala through the purchase of a licence from the Ruby Rubber Works.
Apollo Tyre World -. Apart from enjoying the distinction of being the first tyre company to segment the market on the basis of load and mileage requirements. providing the superiority of the product. "People deliver innovation Innovations deliver success A few of the differences our people made" First Indian tyre company to launch exclusive branded outlets -. products like Amar. In fact. products still enjoy consumer validation. there have been many such first in Apollo's cap. while providing drivers with the crucial safety net. n other innovative moves. Apollo is the first tyre company to run customer loyalty and awareness programmes to enable them to derive optimal benefits from their Apollo farm tyres. Team Apollo decided to known as the 'overload' segment and produce tyres which could withstand the extra load the vehicles were made to carry. the tyres truckers fitted on their vehicles were the same. It was a tyre called the Hercules which was the first of its kind. Loadstar and XT-7. XT-9 and XT-9 Gold were introduced. has another first to its credit being the first Tyre Manufacturing Company Worldwide to be certified for B7799 given for information security of IT systems.N. where regardless of the kind of usage. Later.The philosophy then was 'one product fits all'.Mishra College of Business Management. Muzaffarpur .for truck tyres First Indian tyre company to segment the market on the basis of load and mileage requirements First Indian tyre company to introduce packaging for car and two-wheeler tyres and tubes First Indian tyre company to run a customer loyalty programme L. Apollo tyres Ltd. Another landmark has been the successful implementation of SAP across the organisation for better results and productivity. In later years. XT-9 is the only tyre in India to have sold more than one crore units. and also the first to launch exclusive rural retail stores 'Apollo Tyre World' for truck tyres. it has been the first to introduce packaging for car tyres and tubes and also the very first Indian company to introduce farm radial tyres.
N. Delhi 2003 Expansion of passenger car radial capacity to 6. Gujarat 2005 Apollo Tyres Health Care Clinics in Udaipur in Rajasthan and Kanpur in Uttar Pradesh 2006 Expansion of passenger car radial capacity to 10. Muzaffarpur . treading material and solutions 2006 Launch of India's first range of ultra-high performance V and W-speed rated tyres 2007 Launch of Regal truck and bus radial tyres L.600 tyres/day 2004 Production of India 's first H-speed rated tubeless passenger car radial tyres 2004 Support in setting up India 's first Emergency Medical Service in Baroda . Gujarat ) 1995 Acquired Premier Tyres in Kalamassery (Cochin. Tamil Nadu 2006 Launch of DuraTread. Kerala) 1996 Exclusive tubes plant commissioned in Ranjangaon (Pune. Kerala) 1991 Second plant commissioned in Limda (Baroda.Mishra College of Business Management. Maharashtra) 2000 Exclusive radial capacity established in Limda 2000 Established Apollo Tyres Health Care Clinic for HIV-AIDS awareness and prevention in Sanjay Gandhi Transport Nagar. V and W-speed rated tubeless tyres First Indian tyre company to run HIV-AIDS awareness and prevention clinics for the trucking community First Indian tyre company to support the creation of an Emergency Medical Service in an Indian city First Indian tyre company to execute an overseas acquisition First Indian tyre company to reach a revenue of over US$ 1 billion 1975 Inception 1975 Registered as a company 1977 First plant commissioned in Perambra (Cochin.000 tyres/day 2006 Expansion of passenger car range to include 4x4 and all-terrain tyres 2006 Acquired Dunlop Tyres International in South Africa and Zimbabwe 2006 Opening of Apollo Tyres Health Care Clinic in Ukkadam.First Indian tyre company to introduce radial tyres for the farm category First tyre company in India to obtain ISO Certification for all its operations First Indian tyre company to produce H.
Becoming a leader in the passenger car tyre segment is a priority as is the export of passenger car radials. Muzaffarpur . Apollo is looking to not only consolidate its leadership position in various segments through newer. Adding to all this is the fact that radialisation in India is throwing up fresh opportunities. L. Apollo expected to reach the US$1 billion mark in less than five years. Therefore the future is optimistic with promises of a virtuous cycle of growth. If the company continues to grow at the current pace. At home and abroad.2007 Launch of DuraTyre. the leadership position in the Indian market notwithstanding.N. They set ambitious targets and believe in stretching themselves to outperform them. Apollo's products are sold through a combination of outlets ranging from exclusive dealerships to multi-brand and branded retail outlets. as is the boom in road infrastructure and the completion of the Golden Quadrilateral and the North-South-East-West corridor. high technology products but also through consistent organic and inorganic growth opportunities. Apollo is now set to look overseas for new challenges. Therefore. retreaded tyres from Apollo 2007 Launch of the Apollo Tennis Initiative and Mission 2018 The Future At Apollo Tyres. Nearly all initiatives being taken at this point in time are geared to fuel this ambition. Apollo dealer or business partners are also chosen with great care. in tyres and allied products. along with stock points at locations which allow for maximum customer reach and efficient supply chain management. Apollo has three tyre manufacturing facilities and one unit for the production of tubes and flaps in four locations based in West and South India.Mishra College of Business Management. Apollo endeavour has been to have the widest spread of sales and regional offices. they believe in being in control of their destiny. Continuous focus on cost control and operating efficiency remains the hallmark of the company.
With a dedicated field sales. technical and commercial force of 600. we feel that we are best positioned to meet the customer specific needs. L. Muzaffarpur .Mishra College of Business Management.N.The continuous upgradation of dealer knowledge is in Apollo's interest and therefore their training is undertaken by the company.
Research and Development for Apollo Tyres The state-of-the-art Research & Development Centre had its birth at Perambra. it has grown to a substantial height and stature at its present location at Limda. its goal has been to foster development L.Mishra College of Business Management. From the hour of inception.N. Muzaffarpur . Cochin and later on. Baroda.
Muzaffarpur . Recently company has tie ups with IIT's & IIM's for Rubber (b) Financial Status of the Organization L. We have the facilities and expertise for: Development of compounds for improved performance Raw material development Analytical research Reverse engineering Advanced design using CAD FEA modeling of tyres Simulation testing of the designed product Product validity & reliability studies The different activities of the centre are being executed by a pool of specialists from the arena of Polymer Science. Currently. the centre is aiming for further growth and is exploring unchartered areas of research in the field of Tyre Technology that will provide Apollo Tyres the edge in today's ultracompetitive global market scenario. Inorganic & Organic Chemistry. Textile Technology. Through a synergistic blend of knowledge. experience and hard work. All the activities of the centre are extensively supported by a series of highly sophisticated equipment. Rubber Technology.Mishra College of Business Management. Technologies.N.and promote the evolution of new technologies in the field of Tyre Science & Technology. this multidisciplinary team of scientists are devoted to lead the organisation towards an outstanding level of success. Physics and Mathematics. which help the research scientists develop products as per customers' specific requirements.
N.Mishra College of Business Management. Muzaffarpur .OPERATING FINANCIAL HIGHLIGHTS L.
L.N. Muzaffarpur .Mishra College of Business Management.
(c) Product Profile
Delivers premium mileage with enhanced comfort Excellent traction in both wet and dry conditions Strong steel belts stabilise tread for high mileage
Ideal for moderate load applications Excellent traction for both on/off-road applications Strong steel belt with flexible sidewall for longer tyre life
Reinforced radial construction for long life Light truck construction for moderate loads Good traction on highway terrain
More tread rubber mass delivers high mileage Dual-bead construction for heavy load applications Very strong casing allows higher load-carrying and multiple retreads
L.N.Mishra College of Business Management, Muzaffarpur
special casing design with dual beads for heavy-load applications Optimised shoulder mass ensures cooler running and improved performance •
Reinforced bead for better load-carrying capacity Cap and base construction for higher mileage Cooler-running tyre for improved life and multiple retreads
High mileage in normal load applications Cooler-running tyre ensures long life and more retreads
Extra deep tread with cooler running for high mileage Superior cut-resistant tread compound ensures smooth wear and high casing
Superior cut-resistant tread compound ensures longer life and maximum casing value Stronger casing for high loads and multiple retreads
L.N.Mishra College of Business Management, Muzaffarpur
Designed for highway applications with excellent traction in wet and dry conditions Provides good cornering and braking Design material provides longer life and wear-resistance
Excellent road grip and traction Designed for strength Reinforced casing and material ensures longer life and multiple retreadability
Unique design provides extra power and resistance to cuts and cracks Reinforced casing for high retredability and high mileage Provides excellent road grip and traction
Performs well on both-carrying capacity Higher load-carrying capacity Excellent casing for multiple retreads
L.N.Mishra College of Business Management, Muzaffarpur
N. Muzaffarpur . Loadstar Super Gold Key Features : Load capability Cut Resistance Low failures Casing Value Cargo : Sand/Stone chips Ores/coal Wood Marble/Granite Steel & iron Load & Mileage Technology L..Mishra College of Business Management.Strong casing with stronger beads allows higher load-carrying capacity Cooler running ensures minimal failures Strong carcass for multiple retreads Technical Details LUG Over Load Technology Loadstar Super Key Features : Load capability Cut Resistance Low failures Casing Value Cargo : Sand/Stone chips Ores/coal Wood Marble/Granite Steel & iron Range. .
XT-7 Key Features : Durable/Mileage Load carrying capacity. Less down time Cut resistance Casing value Cargo : Cement Frozen food Agri products Aluminium/ Copper Auto spares Potatoes Textiles L.. Muzaffarpur .Mishra College of Business Management. XT-7 Haulug Key Features : Durable/Mileage Load carrying capacity.N. Less down time Cut resistance Casing value Cargo : Cement Frozen food Agri products Aluminium/ Copper Auto spares Potatoes Textiles Range..
N.Mishra College of Business Management. Less down time Cut resistance Casing value Cargo : Cement Frozen food Agri products Aluminium/ Copper Auto spares Potatoes Textiles Premium Mileage Technology XT-9 Key Features : High Mileage Very Low failures Casing Value Retreadibility Price Cargo : Veg & fruits White goods Sundry Cargo Chemicals/Fertilizers FMCG Goods Paper goods Sea Food L. Muzaffarpur .XT-7 Gold Key Features : Durable/Mileage Load carrying capacity.
Muzaffarpur .Mishra College of Business Management.XT-9 Gold Key Features : High Mileage Very Low failures Casing Value Retreadibility Price Cargo : Veg & fruits White goods Sundry Cargo Chemicals/Fertilizers FMCG Goods Paper goods Sea Food Regular Mileage Technology Champion Key Features : Optimum Mileage Retreadability Price Cargo : Vehicle carrier Petroleum products Live stock ] Parcel Services LPG Cylinders Range... Champion DXL Key Features : Optimum Mileage Economic in Price Better Casing Value L.N.
Muzaffarpur .Mishra College of Business Management.Cargo : Bus Passengers Live & Stocks/Chicken feeds/Chicken Champion Gold Key Features : Optimum Mileage Retreadability Price Cargo : Vehicle carrier Petroleum products Live stock Parcel Services LPG Cylinders RIB Load & Mileage Technology L.N.
N.Mishra College of Business Management.Amar Low failures Durable/Mileage Cut resistance Casing value Cargo Veg & fruits White goods Sundry Cargo Chemicals/Fertilizers FMCG Goods Paper goods Sea Food Amar Deluxe Low failures Durable/Mileage Cut resistance Casing value Cargo Veg & fruits White goods Sundry Cargo Chemicals/Fertilizers FMCG Goods Paper goods Sea Food Premium Mileage Technology L. Muzaffarpur .
N.Mishra College of Business Management. Muzaffarpur .Amar Gold Low failures Durable/Mileage Cut resistance Casing value Cargo Veg & fruits White goods Sundry Cargo Chemicals/Fertilizers FMCG Goods Paper goods Sea Food Regular Mileage Technology Amar AT Rib Low failures Durable/Mileage Cut resistance Casing value Cargo Veg & fruits White goods Sundry Cargo Chemicals/Fertilizers FMCG Goods Paper goods Sea Food L.
(d) Competitors of the Organization List of competitors MRF CEAT BRIDGESTONE DUNLOP J.K.N.Tyre OTHERS GOODYEAR BIRLA L. Muzaffarpur .Mishra College of Business Management.
Muzaffarpur .N. L.Chapter 2 ORGANIZATIONAL STRUCTURE OF APOLLO Tyres Ltd.Mishra College of Business Management.
H e a d Q u a lity C h ie f C o rp o ra te A ffa irs H ead IT ORGANIZATIONAL STRUCTURE OF APOLLO Tyres Ltd. Zonal Heads and Divisional Heads) D iv .C h ie f E x e c u tiv e O ffic e r C h ie f O p e ra tin g O ffic e r C h ie f In d ia n O p e ra tio n s C h ie f F in a n c ia l O ffic e r H ead P u rch ase U n it H e a d L im d a P la n t U n it H e a d K e ra la F a c to rie s U n it H e a d P u n e P la n t C h ie f R esearch & T e c h n o lo g y C h ie f G ro u p A d v is o ry S e rv ic e s C h ie f P ro je c ts C h ie f S tra te g y & B u s in e s s O p e ra tio n s C h ie f M a rk e tin g C h ie f H R NATIONAL SALES ORGANIZATION CHART (Head. Muzaffarpur H ead In te rn a l A u d it M anager C o rp o ra te R e la tio n s .Mishra College of Business Management.N. L.
M DCM RTSM ZM ZCM STSM→RM/SM RM RCI TE/PSE→DM SM SCI DM DCI IT JCO Chapter 3 L.Mishra College of Business Management.NSH NCH NTH DIV.N. Muzaffarpur .
Mishra College of Business Management. Muzaffarpur .N.A THEORETICAL ASPECT OF BRAND IMAGE WITH RESPECT TO PRICE LEADERSHIP A THEORETICAL ASPECT OF BRAND IMAGE WITH RESPECT TO PRICE LEADERSHIP L.
The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. fonts. Concepts Some marketers distinguish the psychological aspect of a brand from the experiential aspect. color schemes. A brand often includes an explicit logo. and even personality. creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. now being described as "cultural accessories and personal philosophies". political parties or religious organizations) may also be known as "branding". In non-commercial contexts. ideas. as it demonstrates what the brand owner is able to offer in the L. product or service.A brand is a collection of images and ideas representing an economic producer.N. and through the influence of advertising. it refers to the descriptive verbal attributes and concrete symbols such as a name. product or service. A brand is therefore one of the most valuable elements in an advertising theme. both directly relating to its use. The brand. and design scheme that convey the essence of a company. Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service. the marketing of entities which supply ideas or promises rather than product and services (e. A brand serves to create associations and expectations among products made by a producer.Mishra College of Business Management. The psychological aspect. sometimes referred to as the brand image. design. symbols and sound which may be developed to represent implicit values.g. A brand is a symbolic embodiment of all the information connected to a company. and "branding" and brand equity have become increasingly important components of culture and the economy. and media commentary. more specifically. slogan. Marketers engaged in branding seek to develop or align the expectations behind the brand experience (see also brand promise). logo. is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service. The key objective is to create a relationship of trust. Muzaffarpur .
but also for B2B (Business-to-Business). for example: Mr. From the perspective of brand owners. Consumers may look on branding as an important value added aspect of products or services. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace. but one of the products has no associated branding (such as a generic. it is said to have achieved brand franchise.marketplace. A brand owner may seek to protect proprietary rights in relation to a brand name through trademark registration.N. L. if the brand name exclusively identifies the brand owner as the commercial source of products or services. people may often select the more expensive branded product on the basis of the quality of the brand or the reputation of the brand owner. For example. Whipple of Charmin toilet tissue and Tony the Tiger of Kellogg's. although it is more correctly used to specifically denote written or spoken linguistic elements of a brand. This approach works not only for consumer goods B2C (Business-to-Consumer). branded products or services also command higher prices. In this context a "brand name" constitutes a type of trademark. The art of creating and maintaining a brand is called brand management.Mishra College of Business Management. Where two products resemble each other. as it often serves to denote a certain attractive quality or characteristic (see also brand promise). Brand name The brand name is often used interchangeably with "brand". Muzaffarpur . Advertising spokespersons have also become part of some brands. which it used in the logo. A brand which is widely known in the marketplace acquires brand recognition. One goal in brand recognition is the identification of a brand without the name of the company present. store-branded product). Disney has been successful at branding with their particular script font (originally created for Walt Disney's "signature" logo). see Philip Kotler & Waldemar Pfoertsch.
such as name and visual appearance. Such brand personality traits may include seriousness. which identifies what consumers should expect from all interactions with the brand. Brand identity is fundamental to consumer recognition and symbolizes the brand's differentiation from competitors. In 1992 Jean-Noel Kapferer developed the Brand Identity Prism. product or service. representatives. The brand owner will seek to bridge the gap between the brand image and the brand identity. Brand promise Brand promise is a statement from the brand owner to customers. Most products have some kind of brand identity. actual service or product quality or performance.The act of associating a product or service with a brand has become part of pop culture.N. or imagination. "relationship" and "reflected consumer". with externalization on the one side and internalization on the other.Mishra College of Business Management. from common table salt to designer clothes. "culture (values)" and "consumer mentalisation". Muzaffarpur . organisation. Brand personality is usually built through long-term marketing. but also in terms of the values a brand carries in the eye of the consumer.and by extension the branded company. On the internalization side brand identity consists of "personality". In this respect Kapferer positions brand personality as one factor within brand identity. On the externalization side brand identity consists of "physical facet". Brand personality Brand personality is the attribution of human personality traits to a brand as a way to achieve differentiation. Interactions may include employees. which charts the brand identity along a constructed source and constructed receiver axis. Brand identity may be defined as simply the outward expression of the brand. Some practitioners however define brand identity as not only outward expression (or physical facet). as well as packaging and graphics. L. Brand identity How the brand owner wants the consumer to perceive the brand . warmth.
the ability of the company to attract and retain skilled and/or talented employees offering competitive salaries). Muzaffarpur . or focusing on the message. in effect. particularly those related to decreased price competition. Brand value may also arise in terms of staff retention benefits (e. In this context. This attack may be visual. and its brand value can account for some of the difference.Mishra College of Business Management. creating a negative association among consumers. The brand promise is often strongly associated with the brand owner's name and/or logo. such as stock or machinery). may arise out of customer loyalty. the market value of a company can far exceed its tangible assets (physical assets owned by the company. Brand value.g. Some campaign groups have thought to do this by deliberately subverting a brand’s image. Brand monopoly In economic terms the "brand" is. and reflects the extent of brand franchise.communication etc. Brand value Brand equity or brand value measures the total value of the brand to the brand owner. existing client relationships). states that tangible assets may account for less than five percent of a company’s market value. Up to 85 percent of a company’s market value might be intangible (for example know-how. used by analysts to rationalize the difference between a company's "book value" and market value. a device to create a "monopoly" — or at least some form of "imperfect competition" — so that the brand owner can obtain some of the benefits which accrue to a monopoly or unique point of sale. as pioneered by groups such as Adbusters. a brand consultancy. logo or message. most "branding" is L.N. and Interbrand. A brand can be an intangible asset. Campaigning groups may deliberately target a company’s brand value to force a company into adopting a certain position or practices. For example. especially in the case of consumer product brands.
). it is just the company's name which is promoted (leading to one of the most powerful statements of "branding". This facilitates the positioning process. also called multibranding. which is not necessarily connected with the product or consumption of the product at all. and Apple L. The "brand". Muzaffarpur . In all these contexts. Starbucks. The Body Shop. for it is essential that the brand names and trademarks are protected by all means available.N. That means that there are less Halo-effects and one can position all products differently without making trade-offs. whatever its derivation. especially in the industrial sector. there is also a legal dimension. Individual branding Individual branding. In this case a very strong brand name (or company name) is made the vehicle for a range of products or even a range of subsidiary brands. This is contrasted with family branding in which the products in a product line are given the same brand name. Safeway. retailers' "own label" brands can be just as powerful. Attitude branding Attitude branding is the choice to represent a larger feeling. is a very important investment for any organization Branding policies There are a number of possible policies: Company name Often.established by promotional means. the saying. before the company's downgrading.Mishra College of Business Management. is the marketing strategy of giving each product in a product portfolio its own unique brand name. Marketing labeled as attitude branding include that of Nike. However. The advantage of individual branding is that each product has a self image and identity that's unique.
brands may be developed in a number of ways: Brand extension The existing strong brand name can be used as a vehicle for new or modified products. a simple shopping experience and the anti-brand movement.Computer. L. for example. Multi-brands Alternatively. examples include the Japanese company Muji. attitude branding is described by Naomi Klein as a "fetish strategy". Muzaffarpur . (sun-) glasses.Mishra College of Business Management. home textile. Although there is a distinct Muji brand. simply to soak up some of the share of the market which will in any case go to minor brands. No Logo. Other brands which are thought to follow a no-brand strategy like Muji. etc. furniture. luggage. Derived brands In this case the supplier of a key component. Muji products are not branded. "No-brand" branding Recently a number of companies have successfully pursued "No-Brand" strategies. quality goods" in English. may wish to guarantee its own position by promoting that component as a brand in its own right. which means "No label. home decor. many fashion and designer companies extended brands into fragrances. used by a number of suppliers of the endproduct. in a market that is fragmented amongst a number of brands a supplier can choose deliberately to launch totally new brands in apparent competition with its own existing strong brand (and often with identical product characteristics). does not brand its products. In the 2000 book. hotels.N. This no-brand strategy means that little is spent on advertisement or classical marketing and Muji's success is attributed to the word-of-mouth. shoes and accessories. Brand development In terms of existing products.
N. Once again.The rationale is that having 3 out of 12 brands in such a market will give a greater overall share than having 1 out of 10 (even if much of the share of these new brands is taken from the existing one). also emerged as a major factor in the marketplace. The main differences being that small businesses usually have a smaller market and have less reach than larger brands. uses it to keep the very different parts of the business separate — from Sara Lee cakes through Kiwi polishes to L'Eggs pantyhose. Sara Lee. Individual brand names naturally allow greater flexibility by permitting a variety of different products. Where the retailer has a particularly strong this "own brand" may be able to compete against even the strongest brand leaders. This also increases the total number of "facings" it receives on supermarket shelves. and may outperform those products that are not otherwise strongly branded. a retailer's own branded product (or service). Muzaffarpur . however there are many examples of small businesses that became very successful due to branding. to be sold without confusing the consumer's perception of what business the company is in or diluting higher quality products. running as many as ten detergent brands in the US market. L. on the other hand. Procter & Gamble is a leading exponent of this philosophy.Mishra College of Business Management. In its most extreme manifestation. in order to pre-empt others entering the market. Some people argue that it is not possible to brand a small business. Own brands and generics With the emergence of strong retailers the "own brand". of differing quality. Small business brands Branding a small or medium sized business (SME) follows essentially the same principle a branding larger corporation. a supplier pioneering a new market which it believes will be particularly attractive may choose immediately to launch a second brand in competition with its first.
These made a positive virtue of saving the cost of almost all marketing activities. especially. At the same time. Muzaffarpur .N. but the evidence is that — at least in supermarkets and department stores — consumers generally expect to see on display something over 50 per cent (and preferably over 60 per cent) of brands other than those of the retailer. ********** L. "generic" (that is.in which they take into account all the needs of a retailer in a product category rather than more narrowly focusing on their own brand.Mishra College of Business Management. Some of the more active marketers have now also switched to 'category marketing' . emphasizing the lack of advertising and. effectively unbranded goods) have also emerged.Concerns were raised that such "own brands" might displace all other brands. however. been seen more in the pressure they have been able to exert on the owners of even the strongest brands (and in particular on the owners of the weaker third and fourth brands). often simply a vehicle for a different kind of image). The strength of the retailers has.. Relationship marketing has been applied most often to meet the wishes of such large customers (and indeed has been demanded by them as recognition of their buying power). the plain packaging (which was. probably as an outgrowth of consumerism. perhaps.
Mishra College of Business Management.N. Muzaffarpur .Chapter 4 DATA ANALYSIS AND INTERPRETATION L.
N.L. Muzaffarpur .Mishra College of Business Management.
During conducting survey views of the customers who have heavy motor vehicle presently. Competitor and Consumer preferences a company can not to stick solely with its existing products and services. Customers want the new and improved product that comes about competitor. To improvise this products or services they collects information from the research person about their competitors products. Main view was given to know the satisfaction/dissatisfaction of the customer who are presently using Tyres from their existing company as well as what is their main expectation from Apollo Tyres. A company may obtain new product development in company's own research and development. Muzaffarpur . The sample size was 65 from the Vehicle owner.N. L.DATA ANALYSIS AND INTERPRETATION Due to rapid changes in Technology. Apollo Tyres is the largest tyre manufacturing company in India. It provides good tyres to their customers. My extensive survey is based on questionnaire having closed ended questions given by the organization "Apollo Tyres". To serve this purpose "Apollo Tyres" has Research and development department which develops new products as per the demand of the market.Mishra College of Business Management. and large number of fitment survey.
Ceat Birla Others No. Muzaffarpur .K. Ceat Birla Others L.K.N. of Respondents 60 50 35 25 20 10 Brand of Tyres you use in Lug Pattern 10% 13% 5% 29% 18% 25% Apollo MRF J.Mishra College of Business Management. Which Brand of Tyres you use in Lug Pattern ? Company Name Apollo MRF J.QUESTIONNAIR BASED FEEDBACK 1.
K. Ceat Birla Others L.K. Ceat Birla Others No.2. Muzaffarpur . of Respondents 60 50 35 25 20 10 Brand of Tyres you use in Rib Pattern 10% 13% 5% 29% 18% 25% Apollo MRF J. Which Brand you use in RIB Pattern ? Company Name Apollo MRF J.Mishra College of Business Management.N.
Mishra College of Business Management.N.3. rank the following ? Company Name Quality Mileage Retred ability Claim Settlement Price Ranking 1 2 3 4 5 Percentage 52% 25% 10% 8% 5% L. Muzaffarpur . In case of Apollo.
4. Muzaffarpur . Your Purchase on : L.N.Mishra College of Business Management. of Respondents yes No heard 2 days "Claim Samadhan" by Apollo 150 50 25% Yes No 75% 6. In case of other Brand what is the reason for choosing other brand ? Reason Price Sensitivity Mileage Service (after sale) Credit No. of Respondents 65 55 45 35 In case of other Brand what is the reason for choosing other brand 18% 32% Price Sensitivity Mileage 23% 27% Service (after sale) Credit 5. Have you heard 2 days "Claim Samadhan" by Apollo ? No.
Does Company's Dealer help in choosing the Brand as per your requirement ? Yes No Both No.N.Mishra College of Business Management. of Respondents 50 50 100 Your Purchase on 25% Cash Credit 50% 25% Both 7. of Respondents 50 100 50 Company's Dealer help in choosing the Brand 25% 25% Yes No Both 50% L. Muzaffarpur .Cash Credit Both No.
Muzaffarpur . Ceat Birla Total Sales Tyres 104 50 20 16 10 200 % 52% 25% 10% 8% 5% 100% Market share of different company in Muzaffarpur 5% 8% 25% 52% 10% Apollo J. Company Name Apollo MRF J. MRF Birla Ceat MARKET SHARE OF AS PER FITTMENT SURVEY L. Following table shows Market share of different company in Muzaffarpur.N.8.K.K.Mishra College of Business Management.
50% 8.K.Mishra College of Business Management.50% 7. Ceat Birla Other Total 200 98 35 19 18 30 400 50% 24.50% 100% MARKET SHARE AS PER FITTMENT SURVEYINLOCAL MARKET FOR LUG L.N.Company Name Fitted Tyres % Share Apollo MRF J.75% 5% 4. Muzaffarpur .
Muzaffarpur . Ceat Birla Other Total LUG 100 50 20 10 10 10 200 % Share in lug tyres 50% 25% 10% 5% 5% 5% 100% MARKET SHARE AS PER FITTMENT SURVEYINLOCAL MARKET FOR RIB TYRE Company Name Apollo MRF J.K.Company Name Apollo MRF J.N.Mishra College of Business Management.K.5% L. RIB 100 48 15 % Share in lug tyres 50% 24% 7.
Mishra College of Business Management. Muzaffarpur .Ceat Birla Other Total 9 8 20 200 4.5% 4% 10% 100% Chapter 6 L.N.
Apollo tyres is the first tyre company which has launched new scheme to solve J.Conclusion & Suggestions References Appendices Conclusion & Suggestions Conclusion After conducting six weeks survey at Muzaffarpur I have reached these conclusion. Apollo tyre is the market leader in the LCV&SCV segment followed by MRF. L. in support of preference of Apollo tyre at Muzaffarpur.K. Birls. the performance of both tyres. Ceat.. Muzaffarpur . Most of the customers are satisfied with Appox 70% customers have positive and 30% customers have negative attitude Customer's awareness level is better at Muzaffarpur area. and Rural Area.N.Mishra College of Business Management. Apollo Tyres brand XT-7 and Amar are market leader at Muzaffarpur Urban XT-7 is Lug tyres and Amar RIB tyres. the claim within 2 days.
Most of the customers are unsatisfied with this scheme. Because dealers do not provide them this type of facility at their disposal. Muzaffarpur . L.Mishra College of Business Management.N.
N.Mishra College of Business Management.Suggestions :The suggestions from the consumers to the tyre company are following.N. Some schemes should be provided by company. Company should provide more mileage of tyres because overloading has been imposed by the government. L. Company should provide credit facility because customer demands this type of facility. Company should give special attention after sales service of their customers. They see their margin of profit alone. Dealers don't provide adequate information in the support of the Apollo brands. The problem of Apollo consumers are lack of adequate promotional schemes. So company should pay attention in their mind on price. Some consumer are unsatisfied with the price because competitors product price are less than Apollo. Muzaffarpur . It is good technique for sales promotions. REFERENCES Marketing Management Statistical Investigation Kotler Philip Gupta B.
................. Fuld Assel Henry Questionnaire (1) (2) Name of respondent: ....................... Address : ........................................Monitoring the competition Consumer behavior and action Magazines and Reports Business World Business India Advertising Marketing www..........................N......... L.................................................apollotyres.................................... ....Mishra College of Business Management........................................................ M.com - Leonard......... Muzaffarpur ............
................ ................................................K.............................. : ................................. Muzaffarpur Yes (b) No In case of not using Apollo Brand reason for it.... Retread ability .....................................K......... (c) 3 (5) Which Brand of tyres you use in Lug Pattern ? (a) (d) (6) Which Brand you use in Rib Pattern ? (a) (d) (7) In case of Apollo.... Others J....... (a) a) Your Purchase on : (11) (12) Does Company's Dealer help in choosing the Brand as per your requirement? (a) a) b) c) d) L.............................. How many vehicle you have (LCV/SCV) ? (a) (d) 1 4 Apollo Ceat Apollo Ceat Mileage Price Quality (b) (e) (b) (e) (b) (e) 2 above 4 MRF Birla MRF Birla (c) (f) (c) J........................... .......... ...............Mishra College of Business Management........................(3) (4) Contact No... Yes Cash b) d) (b) b) ................. No Credit c) Both (8) In case other brand what is the co region for choosing other brand a) c) (9) (10) Have you heard 2 days "Claim Settlement" by Apollo........... ...... .............. rank the following according to priority :a) b) c) d) e) ...... Claim Settlement ...N....... ...................
Muzaffarpur . L.N.Mishra College of Business Management.
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