Summer Internships 2010 PGDM 2009-11

Summer Internship Project Report on “Market Analysis & Study of Consumer Behaviour”
Undertaken at

JK Tyre & Industries Ltd. Gwalior(M.P.)
Prepared By: (Gaurav Dubey) (Roll No.15) Company Guide Mr. M. Robinson (Area Manager) Faculty Guide Prof. Rajesh Agrawal

Acknowledgement
I owe a great many thanks to a great many people who helped and supported me during my project. My deepest thanks to Prof. Rajesh Agrawal, the faculty guide for guiding and correcting various documents of mine with attention and care. He has taken pains to go through the project and make necessary correction as and when needed. I express my sincere thanks to The Dean Prof Anil Sinha for providing me this opportunity. My deep sense of gratitude to Mr. M. Robinson, Area Manager, JK Tyres & Industries ltd. , Gwalior for his immense support and valuable guidance. Thanks & appreciation to the staff of JK tyres & Industries ltd, Gwalior for their support. Finally I would like to thank the respondents for my survey for their co-operation. I also extend my heartful thanks to my parents & well wishers.

MARKET SHARE OF DIFFERENT TYRE COMPANIES IN TRUCK SEGMENT CUSTOMER’S PREFERENCE ON DIFFERENT BRANDS AND TYRE COMPANIES IN TRUCK SEGMENT
Unit-2:

Unit-1:

Organizational structure  Objectives of the study  Need for the study  Limitation of the study  Research Methodology of the study  Data analysis & Interpretation  Findings  Suggestions Unit-2: CUSTOMER’S PREFERENCE ON DIFFERENT BRANDS AND TYRE COMPANIES IN TRUCK SEGMENT. JK’s Brief profile About JK Mission & Vision Marketing strategy SWOT analysis e.  Executive Summary: a. key issues.  (Company) a. c. Introduction About Tyre industries in India (Background. Growth of Tyre Industries d. d. Various Types of Tyre segment b.Contents Unit-1: MARKET SHARE OF DIFFERENT TYRE COMPANIES IN TRUCK SEGMENT. b.  Consumer Buying behaviour  Indian consumer profile  Objective of the study  Limitation Of the study  Methodology  Data analysis & interpretation  Findings  Suggestions  Conclusion Bibliography Annexure . Review of performance) c.

Growth of Tyre Industries c. Executive Summary: a. About Tyre industries in India b. Various Types of Tyre segment  JK’s profile (Company) JK Brief About Mission & Vision Marketin g strategy SWOT analysis Marketin g Organization Executive Summary a. Introduction .

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

styrene butadiene rubber and poly butadiene rubber.The origin of the Indian Tyre Industry dates back to 1926 when Dunlop Rubber Limited set up the first tyre company in West Bengal.2 million km. road accounts for over 85% of all freight movement in India. Annual consumption of NR by tyre industry is 3. Key Issues of tyre industries High tax usage The high tax content on tyres can be gauged from the fact that the percentage of total tax to the tax excluded price for various categories of tyres is . with 29% weightage in the cost of raw materials used by tyre industry. carbon black. 15% is imported. Natural rubber (NR). Over 85% of NR consumed' by the industry is procured domestically. is the highest cost item. 14 billion. 41% for Passenger Car Radial Tyre. Transportation industry and tyre industry go hand in hand as the two are interdependent. The raw materials used in the manufacture of tyres are rubber and petroleum derivatives like nylon tyre cord.44% for Truck Tyre.50 lakh tonnes. 35% for Tractor Rear Tyre and 76% for Truck Tyre Tube. Since then. The most important raw material is rubber-natural and synthetic. the Indian tyre industry has grown rapidly. the tyre industry is highly raw material intensive. Transportation industry has experienced 10% growth rate year after year with an absolute level of 870 billion ton freight. MRF followed suit in 1946. With an extensive road network of 3. Increase in raw material costs Apart from being capital intensive. valued at Rs. Any change in the prices of raw materials affects the profitability of tyre companies. Import of tyres .

as against 20% normal rate of customs duty. like US. cheaper electricity tariff. the percentage is higher when compared against domestic production of radial passenger car tyres. Indian tyre industry will find it extremely difficult to regain its erstwhile position in these markets. Philippines. Consumption. hidden subsidies by the Chinese Government. tests. China has emerged as a major exporter in bias tyre category. sometimes as new tyre at low value. since there is no restriction on import of new tyres or as tyres under the "others" category. Pakistan. Export of cheaper tyres from China to major tyre importing markets. Bangladesh. Even though the Government has imposed a restraint on the import of used tyres into India. Low rate of interest.58 million units in FY2003 . occasionally there are reports of import of such tyres in a clandestine manner. is adversely affecting Indian tyre exports to these markets. A large percentage of imports are from South Korea at a concessional rate of customs duty (i. If the trend is not reversed. Globally this segment of tyre export is shrinking due to greater acceptance of radial tyres. etc. over 1. export of Indian tyres to select countries is subjected to non-tariff barriers (NTBs) by way of standards.During the FY2002. South Korea. Thailand. Many countries such as Japan. Although this constitutes a small percentage (1. Kenya. .10. better infrastructure facilities and lower transaction costs are factors favourable to Chinese tyre industry.a 19% growth rate over FY2002. Additionally.e.5%) of total passenger car tyre production in the country. since total imports are of radial passenger car tyres. Tyre Exports The product focus of tyre exports from India has been Traditional Truck Tyres. India's share in exports to these countries (especially USA) is progressively declining. etc.000 passenger car tyres were imported. 15%) under the Bangkok Agreement . Trends in Production. Price & Capacity Utilization The total tyre produced in the country was 51. Over the years. have either put a complete ban on import of used tyres or have placed stringent conditions on such imports.

However. the net profit margin of the tyre companies even though improved. was still at 3%. JK is expanding its Mysore truck and bus radial facility along with eyeing acquisitions of smaller units. Demand Supply Gap The demand for tyres is either in the domestic market or in the export market. as of FY2003. As regards supply of tyres. Thus. Ceat has increased its offtake by 3 times from Pirelli. the OEM and the replacement segments are likely to witness strong growth given the current performance of the automotive sector. they reduced their addition to capacities. the demand-supply gap is likely to be an important issue for the Indian tyre industry over the short to medium term.CAGR of tyre production (in %) FY 1993-2003 9%FY 1993-1998 FY 1999-2003 FY 2002-2003 7% 9% 19% Compiled by INGRES Currently. The total installed capacity of the Indian tyre industry is around 60. but when it did not materialise. the size of the Indian tyre industry is estimated at Rs. Given the strong linkages of tyre industry with automotives. Apollo Tyres has set up a joint venture with Michelin for manufacture and sale of bus and truck radials. the major players are in the process of expanding their capacities. However. and the capacity utilization is around 85%. .5 mn units. Additionally. a characteristic of the Indian tyre industry is that most of the tyre manufacturers in the past had increased capacities in anticipation of a surge in demand. 128 billion (0.5% of Indian GDP). For instance. Review of Performance Overall Performance The operating margin of the representative sample of tyre companies improved during FY2003.6% increase in FY2002. As far as domestic demand is concerned. currently. as against a 0. the price realization of tyre manufacturers also registered an increase by 8%. in FY2003. its demand is likely to be strong over the short to medium term. in anticipation of uptrend in sales.

according to a study by Credit Analysis and Research Limited (CARE) . In the domestic market. could pose a challenge to replacement demand in the medium term. Growth of Tyre industries in India The Indian tyre industry is expected to clock a tonnage growth of 9-10 per cent over the next five years. The practice of re-treading. and commercial vehicles and passenger cars in particular. inorganic growth would be achieved through alliances and M&As. The industry is likely to expand through a combination of organic and inorganic growth. which is gaining increasing acceptance. Outlook The level of economic activity. Additionally. While organic growth would come from raising efficiency levels.Performance in FY2004 The tyre industry continues to be driven by good demand growth. performance of domestic automotive industry. its acceptance is still limited. tyre manufacturers are expected to increasingly focus on expanding their dealership networks & explore possibilities of tie-ups among themselves to penetrate the growing customer base. With the replacement segment dominating the overall tyre demand in India. as it is witnessing sustained rise in prices of raw materials like natural rubber. Bus and truck radicalization could emerge in the long term as the quality of roads improves and the restrictions on overloading are better enforced. However. this does not get translated into improved margins for the industry. The consolidation of the Indian tyre industry is likely to continue in the coming years through mergers among existing players. While radicalization has become the norm in the passenger car segment. and the faring of the transport sector directly influence the performance of the tyre industry in India. propelled by sustained uptrend in demand and sales of automobiles in general. the customs duty on imports has been brought down from 25% to 20% and Special Additional Duty of 4% has been dispensed with. in the bus and truck tyre segment. the industry remains inherently vulnerable to economic cycles. They are also likely to pursue innovative measures (such as "dial-a-tyre service and road shows) to improve customer awareness. c.

The exports from India posted a CAGR of 13 per cent in unit terms and 18 per cent in value terms between 2002-07. Various types of Tyre segment Tyres by Type . Out of the 736 lakh ton of tyres. run flat tyres. The CARE report observes that though the tyre technology in India has witnessed several developments with continuous innovation. The size of the industry was estimated at Rs 19. the LCV (lightCommercial vehicles) tyres are poised for a CAGR of 14 per cent.560 units worth Rs 2. eco-friendly tyres and energy efficient tyres. the replacement tyres accounted for 53 per cent of the total tyre tonnage offtake.000 crore in 2006-07 with a total production of 736 lakh units of tyres. the tyre industry has to grapple with raw material price volatility. the Indian tyre companies need to graduate to radial tyres so as to protect their share in the export market. The tyre industry in India recorded a CAGR of 9. 54. In 2006-07. The study points out that on the export front. the domestic tyre manufacturers still lag behind their global counterparts in terms of product differentiation. d. However. According to the CARE study.69 per cent during 2002-07. the growth in the Indian tyre industry will be fuelled by the expansion plans of the automobile companies. with rationalization catching up in the foreign markets. rupee appreciation and cheap Chinese imports. followed by 31 per cent share of OEM and 15 per cent by exports.600 crore were exported. Global tyre makers offer a wide change of products like tyres with pressure warning systems. government's focus on development of road infrastructure and sourcing of auto parts by the global Original Equipment Manufacturers (OEMs).While the truck and buses tyres are set to register a CAGR (compounded annual growth rate) of 8 per cent. This apart. the Indian tyre companies need to explore newer markets as the existing market is nearing saturation. 49.

mopeds. except for aero tyres and some specialised tyres. Every truck/bus manufactured generates a demand for seven tyres (six regular and one spare) as against three in the case of two-wheelers and five for passenger cars. passenger car tyres have a mere 17% share of the overall tyre market. buses. In addition. rear and trailer). Given the regular use and heavy wear and tear of truck and bus tyres. OEM demand accounted for about 33% of the total sales that year. In India. however. Domestic manufacturers produce tyres for trucks. tractors (front. the OEM demand accounted for around 9% the same year. the price of a truck tyre is significantly higher than that of a passenger car tyre (roughly 10 times) or a motorcycle tyre. The scenario in India stands in sharp contrast to that in the world tyre market. bicycles and off-the-road vehicles and special defence vehicles. where car tyres (including light trucks) have the major share (88%) by volume followed by truck Tyres (12%). . scooters. With the Indian manufacturers of cross-ply tyres focusing on the export market.The Indian tyre industry produces the complete range of tyres required by the Indian automotive industry. animal drawn vehicles. With passenger car production witnessing a growth of 12% in FY2003 over the previous year. Truck and Bus Tyres The truck and bus tyre segment accounted for 19% of tyres produced in India in FY2003. this segment accounts for around 22% of the demand for truck and bus tyres. Passenger Car Tyres The passenger car tyre segment accounted for 17% of all tyres produced in India in FY2003. motorcycles. jeeps. passenger cars. light trucks. Exports accounted for 4% of the total passenger car tyre demand in FY2003. Thus the demand multiple emanating from the commercial vehicle segment is highest in value terms. the demand from the replacement market in this segment worked out to 68% of the total demand for truck and bus tyres in FY2003. The replacement market accounted for around 63% of the total sales of passenger car tyres in FY2003.

8% of the total motorcycle tyres sold in FY 2003. Tyre Demand by Markets JK’s Brief Profile a. About JK . Motorcycle Tyres Motorcycles accounted for 76% of two-wheelers sold in the domestic market in FY2003.With the stock of cars increasing. accounting for around 42% of domestic two-wheeler sales. The replacement market accounted for around 49. The OEM segment accounted for around 34% of the total sales in the scooter tyre segment in FY2003. while OEM demand accounted for around 50%. Motorcycle tyres constitute the largest segment of the domestic tyre industry (29% of total tyre demand in FY2003). However. with the rest being accounted for by the replacement market. replacement demand is likely to continue. the introduction of new motorcycle models has seen the share of scooters declining to 19% of domestic twowheeler sales in FY2003. Scooter Tyres Scooters were the dominant segment in the Indian two-wheeler industry till FY1998.

the company has expanded and diversified its business portfolio. education. It always aimed at creating job opportunities for a multitude of countrymen and to provide high quality products. With the spirit of social consciousness uppermost in mind. J.. employing nearly 50. Kanpur. This was way back in the middle of the 19th century.K. Trusts are devoted to promoting industrial. Ltd. And the rest that followed is history. diversification and pioneering new technologies. technical and medical research.000 persons are engaged in the manufacture of a variety of products and in diverse fields of commerce. Over the years. It has also undertaken industrial ventures in several other countries.Jk Tyre and Industries is a mega corporate entity that is emblematic of excellence. religious values and providing better living and recreational facilities. by adopting the latest technology as well as developing its own know-how. 1933 First in India to manufacture Calico Prints. It has striven to make India self reliant by pioneering the production of a number of industrial and consumer products. JK Organization is an association of industrial and commercial companies and charitable trusts. multi-location corporate entity comprising of following business divisions: The advent of JK Organization on the industrial landscape of India almost synchronizes with the beginning of an era of industrial awareness . CORE VALUES: JK Organization has been a forerunner in the economic and social advancement of India. Its member companies.Juggilal Kamlapat Cotton Spinning and Weaving Mills Co. It has developed into a multi product. .an endeavor for self reliance and the setting up of a dynamic Indian industry. Organization is committed to the cause of human advancement. A part of JK Organization which ranks among the top private groups private groups in India. Jk Tyre and Industries is committed to self reliance and follows an ethic that views customer satisfaction as an index of achievement.

K. Kanpur.. Chemicals Ltd. Ltd.. Iron & Steel Co. Kanpur.J.K.J. Bombay.K.. Jaykaynagar. Ltd.Syntex tube works.K. Electronics. 1965 First to produce Sodium Sulphoxylate Formaldehyde (Rangolite C of Formosul) in India . Synthetics Ltd. 1944 1949 First in India to manufacture Engineering files.1940 First in India to manufacture steel Bailing Hoops for jute and cotton and to make the country self sufficient by meeting the entire demandJ. Bombay. Bombay 1968 First to manufacture TV Sets in India.K.. Iron & Steel Co.. Kanpur. Kota 1973 First in India to license Synthetic Fibre Technology to third party as well as the first to manufacture Synthetic Fibre Machinery Fibretech Engineers & Manufacturers.J. Kanpur. 1969 First to manufacture Acrylic Fibres. Kota First to develop differentially Dyeable Nylon.J. 1959 First in India to set up a continuous process Rayon Plant. .J. Engineers ‘Files.K. 1976 First in India to produce steel belted Radial Tyres for passenger cars. Chemicals Ltd. First in India to produce Aluminium virgin Metal from Indian BauxiteAluminium Corporation of India Ltd.K.K.. 1960 First to manufacture a Hydraulically Operated Cane Crushing Mill for Khandsari Sugar Plant and completed 100 ton plant-J. First to manufacture Metallic Cops for Synthetic Filament yarn industries in India. Synthetics Ltd.J. 1961 First in world to set up a plant for production of Hydrosulphite of soda by Sodium Amalgam Process. Dadri.

Tyre Plant. 1991 Banmore Tyre Plant (BTP) set-up with a capacity of 5. Synthetics Ltd. 1997 Awarded the National Export Award for 96-97.K. Kankroli. 1994 India's first T-Rated tyre launched Banmore Tyre Plant (BTP) crossed 100 TPD. Synthetics Ltd. 1980 First in world to make Steel Belted Radial Tyres for three wheelersJ.7 lacs tyres p.. White cement. First in India to produce Nylon Tyre Cord based on Spin Draw Technology. 1985 First in India to produce Cathonic Dyeable Polyester Fibre.K. 1992 R & D center set-up at HASTERI.J. Tyre Plant. Vikrant Tyres (VTL) acquired. Introduced steel wheels. Gotan. Kankroli.trucks and buses. 1984 First in India to produce white cement through dry process. .K.J.. 1995 Mercedes Benz Launched on JK steel radials First tyre manufacturer in the world to get ISO 9001 1996 India's first dual contact high traction steel radial. Kota.J.K.aquasonic launched. Kota.K. magnetics. Surajpur.a.J.K. 1989 First in India to produce magnetic tapes with cobalt technology J.

India's first H rated tyre launched. Only Tyre manufacturer to get 'E' Mark certification. HASETRI became the first research institute in Asia to get ISO 9002.

1998

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

1999

Synergy with VTL in procurement, marketing and production flexibility. Completion of state of the art modernisation of truck radials. JK Tyres ranked 16th largest Tyre Company in the world. ISA - 14000 accredition for environment & safety.

2000

JK introduced National Go-Karting Championships.

2001

Recieved CAPEXIL award. J.K. Industries recieved FOCUS LAC export award for the year 19992000. Commendation Certificate of CII Exim. IInd National Go-Karting Championships held.

JK Tyre's No 1 market position In what is being considered as a landmark decision in the highly competitive Indian tyre industry, the Advertising Standards Council of India (ASCI) has upheld JK Industries

Ltd's claim of being India's No 1 tyre manufacturer in the four-wheeler tyre segment, reaffirming JK's leadership position in the market. The case was started when few competitors filed a complaint with ASCI against JK Tyre's print advertisement, in which JK Tyre announced its numero uno position in the four-wheeler tyre segment, quoting production figures compiled by Automotive Tyre Manufacturer Association and other authentic industry sources. But the competitors contradicted the claim, stating the fact that market figures from a company's annual report should be used as authentic data to claim one's leadership, not the production figures. But ASCI considered the case at the Consumer Complaints Council on 23 May 2002 and upheld JK Tyre's contention that production figures, as compiled by authentic industry sources and used by JK Tyre to claim its leadership, is a valid and applicable comparison platform. Hence, JK Tyre's claim as No 1 tyre manufacturer in India is a perfectly valid and correct statement. This also reflects ASCI's agreement to JK Tyre's viewpoint that figures, as stated in the one's annual report, could actually be misleading and could include revenues from non-tyre-related businesses also. JK Tyre, pioneers of radial technology in India, is today India's largest manufacturer of tyres in the four-wheel segment, including tyres for trucks and buses, LCVs, passenger cars, jeeps, tractors, ADVs and OTRs. After 25 years of pioneering world-class technologies in India, JK Tyre has recently launched the country's first eco-friendly coloured tyres as well as steel-belted tractor rear radials.

b.

Mission & Vision
Vision:

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

Mission:

a. b. c. d. e. f.

Be a customer obsessed company No.1 Tyre brand in India Deliver enhanced value at all stakeholders Most profitable Tyre Company in India Enhance global presence through acquisition Motivated and committed team development for high performance

organization c. Marketing Strategy Strategic thinking is key to the evolution of successful marketing strategies of JK tyre. This involves the following analyses: i. Understanding markets: Strategic perspective of the market requires skilful analysis of the trend and how they affect the market size and demand for the firm’s product. ii. iii. Finding market niches: Price, service, convenience and technology are some of the niches in Indian market. Product and service planning: Analysis of the customer’s promotion of the brand, both of the firm and competitors, besides an analysis of the situation in which the customer uses the product. iv. Distribution: Structural changes in inventory management, mobile distribution are some of the key factors that are going to affect the distribution process in the Indian market. v. Managing for result: With pressure on costs, prices, and margins, marketers will have to make effective utilization of every rupee spent in marketing.

Market opportunity of JK:

Identification of market opportunity is critical before the management of affirm takes a decision to launch or diversify in any product area. Marketing mix required to succeed e. 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. Prospective inches d. Size of the market b. Core competencies required Market segment analysis Industry analysis Competition analysis Demand Condition s Trade analysis Market opportunity Size of the market How well the market is served Prospective inches Marketing mix required to succeed Core competencies required Framework of market opportunity analysis Size of the market: . How well the market is served c.   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.

. It is a highly capital intensive industry. Demand analysis: is the core aspect of market opportunity. A plant with an annual capacity of 1. 4. the import of tyres is likely to increase. Bargaining Power of the Buyers: High The OEMs have total control over prices.000 and Rs. over 1. Bargaining Power of the Suppliers: High Inter Firm Rivalry: Low The tyre industry in India is fairly concentrated. However. This constitutes over 2% of total radial passenger car tyre production in the country. A similiar plant producing radial tyres costs Rs. the OEMs faced with declining profitability have also reduced the number of component suppliers to make the supply chain more efficient. Segmentation analysis: is the process of dividing the market into homogeneous sub units. Industry analysis: Entry Barriers: High The entry barriers are high for the tyre industry. with the top eight companies accounting for more than 80% of the total production of tyres The tyre industry consumes nearly 50% of the natural rubber produced in the country. In fact. III. with the reduction of peak custom duty. Threat of Substitutes: Low but Increasing During the FY2002..10.Sizes of the market are..000 passenger car tyres were imported. II.000 million. Marketing mix: .Porter's Model Competitor analysis: analysis of competition how well the market is served.5 million cross-ply tyres costs between Rs. 5. Industry Analysis . The price of natural rubber is controlled by Rubber Control Board and the domestic prices of natural rubber have registered a significant increase in recent times.000 million. 8. I.

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

00-2016PR 9. A less obvious but ubiquitous mass produced service is a computer operating system.00-2014PR JET RIB 9. Intangible products are often service based like the tourism industry & the hotel industry.00-2016PR 10.00-2016PR TRACK TUF 10.25-2014PR JET TRACK . Product range: BIAS SIZE TYPE RIB 9. Typical examples of a mass produced tangible object are the tyre.A tangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units.00-2016PR TRACK TUF NORMAL LOAD 8.00-2014PR TRACK TUF JET RIB JET RIB JET MILES SEMI LUG 9.

00-2016PR RADIAL SIZE 9.00-2016PR 12.25-2014PR 9.00R2016PR 11.00R2016PR 12.00-2016PR 11.00-2016PR 09.00-2016PR MODERATE JET TRACK JET TRACK JET KING JET KING JET KING JET TRACK JET TRACK JET TRACK JET CLASSIC TRACK 39 & DX TRACK 39 DX TYPE LUG 8.00-2016PR SEMI LUG 10.00-2016PR 10.00-2016PR 11.00-2016PR HEAVY SUPER HEAVY 10.00-2016PR 10.9.00R2018PR Price JET STEEL-JDH JET STEEL-JDC JET STEEL-JDC JET WAY JUC JET WAY JUC JET WAY JUC JET WAY JUC JET WAY JBR JET WAY JUH JET WAY JUH .00-2014PR 9.00R2016PR 9.00R2016PR 11.00R2014/16PR RIB 10.00-2014PR 9.00-2016PR LUG 10.00-2016PR 10.

Saes staff. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet. Advertising covers any communication that is paid for. word of mouth and point of sale. from television and cinema commercials. The business may increase or decrease the price of product if other stores have the same product. One of the most notable means of promotion today is the Promotional Product. SWOT Analysis . It is determined by a number of factors including market share. material costs. which is common in film promotion. word of mouth. Place Place represents the location where a product can be purchased.advertising. product identity and the customer's perceived value of the product. public relations. Promotion has four distinct elements . as in useful items distributed to targeted audiences with no obligation attached. A certain amount of crossover occurs when promotion uses the four principal elements together. Public relations etc are other such means of promotion. competition. d. radio and Internet adverts through print media and billboards.The price is the amount a customer pays for the product. Promotion Promotion represents all of the communications that a marketer may use in the marketplace.

• Effective margin for delaers. The offerings given by the company are not enough for the business partners to make the market operating rates competitive The supply of truck radial tyres is not in proportion to the demand • • OPPORTUNITIES • Lot of scope for grabbing • chunk of the market share in radial tyres in most of the towns coming under the depo.STRENGTH • Heavy range of products • Brand awareness • Best promotion by display. • Brand image of radial tyres WEAKNESS • Lack of co-ordination of the demand put forth by dealers and the supply of appropriate tyres from the plant. • Advertisement. With adequate and prompt advertisement and lucrative offers sale of farm tyres can be enhanced or doubled.. THREATS • Entry of chinese tyres in the • region has resulted in awareness for the truck radial tyres and calls for immediate improvement in supply chain. Organizational structure of JK Tyre . Inadequacy of supply may result into brand changes by the consumers as the competitors are very aggressive e.

 Objectives of the study  Need study for the  Limitation of the study  Research Methodology of the study Objectives of the study   To find out market share of JK Tyres. To understand the marketing strategy of JK Tyres.  To focus on the Marketing mix of JK tyre  To evaluate the limitations of JK tyre. .

group discussions that are arranged from time to time. To analyze the customer’s needs regarding the product and policies formulated by the company. In this study efforts have been made to prepare the report as realistic as possible. The project study focused on “JK tyre” as a product and the subject is to understand the mind set of different customers about the product. Limitation of the study The project surfers from the following limitations due to the inherent and restrictive nature of the study undertaken: • Due to constraints of time. To know the practical aspect of management a practical training is provided to the students. . seminars. Being a student of marketing management. the inquisitiveness to peep on practical side of consumer perception promoted in study. The main idea behind practical training is to bring the management students face to face with the actual environment of practical management so that he/ she will be able to apply theory to practical situation before finally moving into the professional world to show the efficiency and capability. To find out the brand image of JK tyre  Need for the study Management is like a coin having two sides. In the theoretical part of management we learn in our classroom from the lectures. One is the theoretical part and second is the practical part. money and other resources applicable to this study.

• • • • Collecting data from market through Fitment survey of Trucks on road. Graphical representation of results. Kansana’s Premises. . 10 WHEELERS & 116. Hanuman Parking. Working on the data. Analyzing the graph and driving further enquiries. The areas covered under the surveys are: Transport Nagar. Research Methodology of the study SAMPLE SIZE: 262 trucks(146. For primary data different areas of GWALIOR were being visited and for the secondary data internet & reference books have been used. Purani Chhavni. 6 WHEELERS) METHOD OF COLLECTION: MARKET SURVEY DATA TYPE: For the above study both type of data were used such as primary data and secondary data.• • • This study is confined to only a few specified areas of and is not comprehensive study of the customers of JK tyre all over GWALIOR This study is restricted only to sample space chosen for the study.

 Data analysis & Interpretation Exhibit-3.1 6 wheelers Table showing market share in RIB tyres NAME OF COMPANY APOLLO BIRLA BRIDGESTONE CEAT NO. OF TYRES 40 15 1 57 PERCENTAGE SHARE 17% 7% 0% 25% .

BIRLA with 7%.CHINA JK MRF OTHERS 5 100 14 0 2% 43% 6% 0% Fig-3.2 Table showing Market share in LUG tyre NAME OF COMPANY APOLLO BIRLA BRIDGESTONE CEAT CHINA NO. APOLLO with 17%. Exhibit-3.1(a) Interpretation: From the above table it is shown that in Rib tyre segment JK is the market leader with 43%. OF TYRES 73 57 0 157 25 PERCENTAGE SHARE 16% 12% 0% 34% 5% . MRF with 6%. followed by CEAT with 25% market share. CHINESE with 2% and BRIDGESTONE & others with 0% of market share.

and others with 0% Exhibit-3. BIRLA with 12%. CHINESE with 5%.3 NAME OF COMPANY APOLLO BIRLA BRIDGESTONE CEAT NO.3 Table showing Total market share(6 WHEELERS) Table-3. APOLLO with 16%.MRF with 9%.JK MRF OTHERS 111 43 2 24% 9% 0% Interpretation: From the above table it is shown that in lug tyre segment CEAT is the market leader with 34% followed by JK with 24%. OF TYRES 109 72 1 214 PERCENTAGE SHARE 16% 11% 0% 31% .

Exhibit-3. MRF with 8%.APOLLO with 16% BIRLA with 11%.4 Table showing Total market share(10 WHEELERS) Table-3.CHINA JK MRF OTHERS 30 211 57 2 4% 30% 8% 0% From the above table it is shown that in tyre segment(6 wheelers) CEAT is the market leader with 31% followed by JK 30% . CHINA with 4% and others are 0%. OF TYRES 151 134 6 186 PERCENTAGE SHARE 10% 9% 0% 13% .4 NAME OF COMPANY APOLLO BIRLA BRIDGESTONE CEAT NO.

Birla with From the above table it is shown that in tyre segment(10 wheelers) JK is the market leader with 32% followed by CHINA 26% .Ceat with 13% APOLLO with 10%. MRF with 9% and others are 1%.CHINA JK MRF OTHERS From the above table it is shown that in 9%.Ceat with 13% APOLLO with 10%. Exhibit-3. MRF with 9% and others are 1%.5 NAME OF COMPANY APOLLO BIRLA BRIDGESTONE CEAT NO.5 Table showing market share in RIB tyre(10 WHEELERS) Table-3. 375 26% 473 32% 124 9% 11 1% tyre segment(10 wheelers) JK is the market leader with 32% followed by CHINA 26% . OF TYRES 52 36 0 42 PERCENTAGE SHARE 18% 12% 0% 14% . Birla with 9%.

6 Table showing market share in LUG tyre(10 WHEELERS) Table-3.Ceat with 14% APOLLO with 18%. MRF with 11%. OF TYRES 99 98 6 144 PERCENTAGE SHARE 9% 8% 1% 12% .5 NAME OF COMPANY APOLLO BIRLA BRIDGESTONE CEAT NO. Exhibit-3. CHINA with 5% and others are 2%.CHINA JK MRF OTHERS 13 111 31 7 5% 38% 11% 2% From the above table it is shown that in RIB tyre segment(10 wheelers) JK is the market leader with 32% followed by APOLLO 18% .

and others are 0%. .APOLLO with 9% BIRLA & MRF with 8% each.CHINA JK MRF OTHERS 362 362 93 4 31% 31% 8% 0% From the above table it is shown that in LUG tyre segment(10 wheelers) JK & CHINESE ARE the market leaders with 31% each followed by CEAT 12% .

in Purani chhavni area almost 60% of customers prefer BIRLA tyres (especially BT339). It is found that many customers prefer JK’s guaranteed tyres such as “JET TRAK . Not only different choices but also having different experience on different brands. in hanuman areas customers prefer JK tyres. Like. where in Transport Nagar people prefer JK & APOLLO.  Findings Suggestions Findings After taking the feedback of more than 100 customers & analyzing 2156 tyres the study reveals that customers are fond of different brands in different areas.

2. So price will further The company should look after its tread erosion/breaking problem. reduced and competition will increased. JK is the market leader followed by APOLLO.39” and economy class rib tyre “VIKRANT TRACK KING” for its milage & reliability but it is also true that many other brands such as “JET MILES”. 1. 2. JK Tyre is having edge breaking problem Suggestion 1. So JK should try to aware to increase the awareness of other . Certainly MRF has not a good reputation at all. segment. In guaranteed tyres APOLLO’s “FM78” is the main contender of JK. “JET ACE”. In economy segment JK has Strong hold but premium segment is dominated by CEAT. 3. Also for LUG & Semi Lug segment Chinese tyres such as YELLO SEA & CROSS are also grabbing a strong foothold in the market. “JET SUPER LUG” do not have a strong place in customers mind. VIKRANT TRACK KING of JK is most used/preferred tyre overall. “Price-Quality relationship” needs to improve in premium rib and lug tyre Keep eye to reduce the cost of manufacturing. brands. 4. 4. 3. Incase of normal loaded trucks customers mostly rely on CEAT but in over load APOLLO & JK are reliable. JK Tyre is doing well in rib segment but they are based in only on one brand “Vikrant”. The study shows that JK’s strong contender is CEAT who’s quality was appreciated by many. CEAT’s “FM 78” & “HCL SUPER” are very much preferred.

Unit-2: CUSTOMER’S PREFERENCE ON DIFFERENT BRANDS AND TYRE COMPANIES IN TRUCK SEGMENT. The social class to which the individual belongs tells about the type of products the individual prefers. Consumer Buying behaviour Indian consumer profile Objective of the study Limitation Of the study Methodology Consumer Buying Behaviour Consumer buying behavior is influenced by the culture and subculture. Other factors that influence the buying behavior are social factors like reference group and family. Habits. personal factors . likes and dislikes of the people belonging to a particular culture or subculture can affect the marketing efforts of a firm to a great extent.

when they purchase routinely purchased. perception and attitudes of the customers. public sources or experiential sources. In the third stage. Customer buying behavior is broadly classified into three types. influencer. your upbringing. customers collect the information about the product and available brands through personal sources. your culture. low cost products. In the first stage. Post purchase usage and disposal of the product is also of equal importance to the marketer.like the age. Consumers are involved in routine problem solving decision-making process. And finally in the fifth stage. expensive and less frequently purchased products. Just think. buyer. A customer can adapt various buying roles like initiator. Extensive problem solving buying behavior is exhibited when a customer buys high involvement. as it can save cost and time of producing as well as help in protecting the environmental equilibrium. decider. commercial sources. though it might not be so in all the cases. the customer identifies an unsatisfied need in him. Buying roles and buying decision constitute consumer’s decision-making behavior. and psychological factors like motivation. In the second stage. the customer makes a purchase decision. life cycle and occupation. Customers usually go through five stages in arriving at a purchase decision. the customers evaluate all the alternatives with the help of available information. Variety seeking behavior is seen when customers purchase lowinvolvement products. Factors influencing the behaviour of buyers. Buying behavior helps marketers learn the intensity and degree of involvement of customers in purchasing the products. he experiences post purchase satisfaction or dissatisfaction. the media. a role model or influences from certain groups? . what influences you before you buy a product or service? Your friends. Consumer behaviour is affected by many uncontrollable factors. preparer. In the fourth stage. maintainer and disposer in purchasing and using the products.

do consumers have a secure job and a regular income to spend on goods? Marketing and advertising obviously influence consumers in trying to evoke them to purchase a particular product or service. Opinion leaders are those people that you look up to because your respect their views and judgments and these views may influence consumer decisions. Complex buying behaviour is where the individual purchases a high value brand and seeks a lot of information before the purchase is made. Habitual . Simply culture is defined as our attitudes and beliefs.Culture is one factor that influences behaviour. the type of job may mean you need to purchase formal clothes. a child is influenced by their parents. Reference groups are particular groups of people some people may look up towards to that have an impact on consumer behaviour. The lifestyle of someone who earns £250000 would clearly be different from someone who earns £25000. What is their role within society? Are they Actors? Doctors? Office worker? And mothers and fathers also? Clearly being parents affects your buying habits depending on the age of the children. Also characters have an influence on buying decision. There are four typical types of buying behaviour based on the type of products that intends to be purchased. Types of buying behaviour. which helps them develop these opinions. But how are these attitudes and beliefs developed? As an individual growing up. the income which is earned has an impact. The economical environment also has an impact on consumer behaviour. attitudes and beliefs (AIO). or people they look up to may influence their choices of purchasing a particular product or service. These factors will influence their purchase behaviour however other factors like groups of friends. So it maybe a friend who works with the IT trade who may influence your decision on what computer to buy. People’s social status will also impact their behaviour. sister and other family member who may teach them what is wrong or right. They learn about their religion and culture. Whether the person is extrovert (out going and spends on entertainment) or introvert (keeps to themselves and purchases via online or mail order) again has an impact on the types of purchases made. So they can be simply a band like the Spice Girls or your immediate family members. brothers.

There is little difference between existing brands an example would be buying a diamond ring.g. So an individual may shop around for different breakfast cereals because he/she wants variety in the mornings! Dissonance reducing buying behaviour is when buyer are highly involved with the purchase of the product. there is perceived little difference between existing diamond brand manufacturers.buying behaviour is where the individual buys a product out of habit e. Variety seeking buying behaviour is where the individual likes to shop around and experiment with different products. a daily newspaper. How do customers buy? Research suggests that customers go through a five-stage decision-making process in any purchase. because the purchase is expensive or infrequent. This is summarized in the diagram below: . sugar or salt.

we need a new sofa. salespeople. the buyer recognizes a problem or need (e.This model is important for anyone making marketing decisions.g. retailers. packaging. dealers. I have a headache) or responds to a marketing stimulus (e. In the evaluation stage. However. If the need is strong and there is a product or service that meets the need close to hand.g. At this stage. Research suggests that customer’s value and respect personal sources more than commercial sources (the influence of “word of mouth”). An “aroused” customer then needs to decide how much information (if any) is required. If not. customers often skip or reverse some of the stages. using the product The usefulness and influence of these sources of information will vary by product and by customer. radio. specialist magazines Experiential sources: handling. A customer can obtain information from several sources: • • • • Personal sources: family. neighbors etc Commercial sources: advertising. the customer must choose between the alternative brands. The buying process starts with need recognition. consumer organizations. examining. then the process of information search begins. The challenge for the marketing team is to identify which information sources are most influential in their target markets. television. friends. It forces the marketer to consider the whole buying process rather than just the purchase decision (when it may be too late for a business to influence the choice!) The model implies that customers pass through all stages in every purchase. then a purchase decision is likely to be made there and then. I am hungry. pointof-sale displays Public sources: newspapers. in more routine purchases. you pass Starbucks and are attracted by the aroma of coffee and chocolate muffins). products .

 Most of the Indian are middle class. Indian consumer profile  Indian consumers are knowledgeable. .  They are tech savvy.  Standard of living improved. but is likely to switch brands next time. may feel that an alternative would have been preferable.  They can explain their thought and behaviour. it is the job of the marketing team to persuade the potential customer that the product will satisfy his or her needs. It is common for customers to experience concerns after making a purchase decision. In these circumstances that customer will not repurchase immediately. To manage the post-purchase stage.  Indian consumers are literate. having bought a product.  Rational and think in a linear manner.Cognitive Dissonance The final stage is the post-purchase evaluation of the decision. acceptance. satisfaction etc. The customer. the customer should be encouraged that he or she has made the right decision. OBJECTIVE • The objective of the project was solely to evaluate preference level of JK tyre among the minds of customers in respect of certain important factors like goodwill.Post-purchase evaluation . Then after having made a purchase. • • • To assess the consumer perception To understand the factors this motivates the customers for buying. To understand the satisfaction level of the customers.  Think in words. This arises from a concept that is known as “cognitive dissonance”.

to constitute an acceptable the present customer satisfaction package or to increase the degree of satisfaction of the customers from delight to “ecstasy”. It is deceptive as it is concerned with the descriptions of the variables in the problem model. .  The duration of the study is only 45 days. which consists of open.  Some of the respondents were reluctant to give the right information. Books and company Websites. what variables or factors constitute customer satisfaction. and what additional variables or factors could be included. Sampling areas: GWALIOR SECONDARY DATA: The data has been collected from various Magazines. i.e. Dichotomous questions. due to the reason the study may not give full fledged information to the Media Planning Group.Limitation of the study  The sample size of 100 respondents was too small for generalization. RESEARCH TOOLS: The customers are administered a carefully prepared.  The survey was restricted only to GWALIOR. Methodology of the study TYPE OF STUDY: Study is partly descriptive and partly exploratory. It is exploratory as it is concerned with exploring and discovering the satisfaction levels and the reasons for dissatisfaction. DATA COLLECTION METHOD: PRIMARY DATA: The primary data is collected through survey research by conducting personal interviews with the customers. which includes multiple choice questions.ended but mostly be close questions. well thought out and structured questionnaire. if any in general. SAMPLING DESIGN: The sample size is 100.

 Data analysis & interpretation .

1(a) Table showing Brand preference for front wheel as per respondents Table-2. 8% of respondents prefer MRF tyre for quick service. 28% of respondents prefer Appolo tyre for better mileage.1(a) Brand preference for front wheel 10% 31% JK 23% APPOLO MRF BIRLA OTHERS 8% 28% Interpretation: From the above table it is shown that majority of the respondents [31] prefer JK tyer for front wheel because of smooth driving.1(a) Brand JK APPOLO MRF BIRLA OTHERS TOTAL No. .EXHIBIT-2. Of Respondents 31 28 8 23 10 100 Per Cent 31% 28% 8% 23% 10% 100% Source.Primary data Fig-2.

18% of respondents prefer .1(b) Brand preference for rear w heel 17% 28% JK APPOLO MRF BIRLA 27% 10% 18% OTHERS Interpretation: From the above table it is shown that majority of the respondents [28%] prefer JK tyer for rear wheel because of smooth driving.1(b) Table showing Brand preference for rear wheel as per respondents Table-2. EXHIBIT-2.Primary data Fig-2. Of Respondents 28 18 10 27 17 100 Per Cent 28% 18% 10% 27% 17% 100% Source.23% of the respondents prefer Birla tyre for better claim policy. 10% of the respondents prefer other brands.1(b) Brand JK APPOLO MRF BIRLA OTHERS TOTAL No.

flexibility. 17% of the respondents prefer other brands.2 Table showing Best brand as per respondents Table-2. EXHIBIT-2.2 Best brand as per respondents 12% 29% JK APPOLO MRF BIRLA OTH ERS 27% 5% 27% Interpretation: From the above table it is shown that majority of the respondents [29%] prefer JK tyer because of smooth driving. 27% of the respondents prefer Birla tyre for better claim policy.5% of respondents prefer MRF tyre for quick service. Of Respondents 29 27 5 27 12 100 Per Cent 29% 27% 5% 27% 12% 100% Source.Primary data Fig-2.Appolo tyre for better mileage. better quality and reasonable price. good appearance.10% of respondents prefer MRF tyre for quick service. 27% of respondents prefer Appolo tyre for better mileage. 27% of the respondents prefer .2 Brand JK APPOLO MRF BIRLA OTHERS TOTAL No. etc.

Of Respondents 29 23 27 21 100 Per Cent 29% 23% 27% 21% 100% Source.Primary data Fig-2.3 Reason behind selected brand as per respondents 21% 29% QUALITY P RICE CARRING CAP ICITY 27% 23% DURABLITY Interpretation: From the above table it is shown that 29% of the respondents prefer the brand for better quality.3 Particular QUALITY PRICE CARRYING CAPACITY DURABLITY TOTAL No.Birla tyre for better claim policy. 12% of the respondents prefer other brands. EXHIBIT-2. load capacity. 27% of the respondents prefer the brands for better carrying .3 Table showing Reason behind the selected brand as per respondents Table-2.

4 Particular SERVICE LESS EROSION CLAIM MILEAGE OTHERS TOTAL No. 24% of the respondents prefer the brand for better service. Of Respondents 24 16 31 19 10 100 Per Cent 24% 16% 31% 19% 10% 100% Source. EXHIBIT-2.Primary data Fig-2.4 Quality of selected brand as per respondents 10% 24% 19% SERVICE LESSEROSION CLIAM MILLAGE 16% OTHERS 31% Interpretation: 31% of the respondents prefer the brand for better claim. 19% of the respondents prefer the brand . 23% of the respondents prefer the brand for price and 21% of the respondents prefer for durability.capacity.4 Table showing Qualities of selected brand as per respondents Table-2.

5 Brand JK APPOLO MRF BIRLA OTHERS TOTAL No.5 Table showing Best claim policy of selected brand as per respondents Table-2. less erosion and 10% EXHIBIT-2. 23% of the respondents prefer Birla. Of Respondents 19 30 17 23 11 100 Per Cent 19% 30% 17% 23% 11% 100% Source.for better mileage.5 Best claim policy of selected brand as per respondents 11% 23% 19% JK APPOLO MRF BIRLA 30% OTHERS 17% Interpretation: From the above table it is shown that 30% of the respondents prefer Appolo for better claim policy. 19% of the .Primary data Fig-2. 16% of the respondents prefer the brand for of the respondents prefer the brand for other reason.

20% of the respondents prefer more facility.6 Particular QUICK MORE FACILITY RELIABLE NO PENDING GURANTEE TOTAL No. 21% of the respondents prefer no pending policy.6 Best claim policy as per respondents 23% 19% QUICK MORE FACILITY RELIABLE 20% NO PENDING GURANTEE 21% 17% Interpretation: From the above table it is shown that 23% of the respondents prefer JK’s guarantee policy. 19% of the respondents prefer quick policy. Of Respondents 19 20 17 21 23 100 Per Cent 19% 20% 17% 21% 23% 100% Source.respondents prefer JK tyre. 17% of the respondents prefer more reliable policy. EXHIBIT-2. 17% of the respondents prefer MRF and 11% of the respondents prefer other brands for better claim policy. .Primary data Fig-2.6 Table showing Best claim policies of JK as per respondents Table-2.

. 26%of the respondents prefer JK.EXHIBIT-2.7(a) Table showing Brand preferred for heavy load capacity Table-2. 18% of the respondents prefer Appolo tyre and 7% of the respondents prefer MRF tyre for heavy load capacity. Of Respondents 26 18 7 29 20 100 Per Cent 26% 18% 7% 29% 20% 100% Source. 20% of the respondents prefer other brand.7(a) Brand prefered for heavy load capacity 20% 26% JK APPOLO MRF BIRLA 29% 7% 18% OTHERS Interpretation: From the above table it is shown that 29% of the respondents prefer Birla for heavy load capacity.Primary data Fig-2.7(a) Brand JK APPOLO MRF BIRLA OTHERS TOTAL No.

7(b) Brand prefered for medium load capacity 25% 27% JK APPOLO MRF BIRLA 14% 8% 26% OTHERS Interpretation: From the above table it is shown that 27% of the respondents prefer JK tyre for medium load capacity. 25% of the respondents prefer other brand. 14% of the respondents prefer Birla and 8% of the respondents prefer MRF for medium load capacity.7(b) Brand JK APPOLO MRF BIRLA OTHERS TOTAL No.Primary data Fig-2. Of Respondents 27 26 8 14 25 100 Per Cent 27% 26% 8% 14% 25% 100% Source.EXHIBIT-2.7(b) Table showing Brand preference for medium load capacity Table-2. . 26% of the respondents prefer Appolo tyre.

20% of the respondents prefer other brand and 10% of the respondents prefer MRF for normal load capacity. both 23% of the respondents prefer Appolo and Birla. .Primary data Fig-2. Of Respondents 24 23 10 23 20 100 Per Cent 24% 23% 10% 23% 20% 100% Source.EXHIBIT-2.7(c) Brand prefered for normal load capacity 20% 24% JK APPOLO MRF BIRLA 23% 10% 23% OTHERS Interpretation: From the above table it is shown that 24% of the respondents prefer JK tyre for normal load capacity.7(c) Brand JK APPOLO MRF BIRLA OTHERS TOTAL No.7(c) Table showing Brand preference for normal load capacity Table-2.

8 Factors affecting behind the level of satisfaction as per respondents 27% 13% HANDLING APPEARANCE TRACTION 28% RIDE DURABILITY 16% 16% Interpretation: From the above table it is shown that 28% of the respondents are satisfied with the appearance of the tyre.8 Particular HANDLING APPEARANCE TRACTION RIDE DURABILITY TOTAL No. 27% of the respondents are satisfied with the .8 Table showing Motivating factors behind the level of satisfaction Table-2. Of Respondents 13 28 16 16 27 100 Per Cent 13% 28% 16% 16% 27% 100% Source.Primary data Fig-2.EXHIBIT-2.

both 16% of the respondents are satisfied with the traction and ride of the tyre and 13% of the respondents are satisfied with the handling capacity of the tyre.    Findings Suggestions Conclusion .durability of the tyre.

Where the improvement is required is the relationship with its potential customer. Also in some segment JK has not any strong hold compare to APOLLO. CEAT. BIRLA and others. 3. Some customers are not satisfied with the claim policies as it is not properly clear to the customers why the claim has been rejected. Need to increase relationship with customers Conclusion JK is one of the best Tyre manufacturing companies in India. Durability of JK Tyre is satisfactory Suggestions 1. 2. “APOLLO XT 7” so JK can modify its guaranty policy to attract more customers. So it can further increase its market share through customer relationship program and brand awareness strategy. . In claim policy JK Tyre beat others by mile. Today more people prefer guaranteed tyres like “BT 339”. 3.Findings 1. 2. Customers are loyal to different brands in different areas.

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

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