A PROJECT REPORT

ON

MARKET SURVEY & PRODUCT PROMOTION´

For the partial fulfillment of the award of
Bachelor of Business Administration (2007-2010)

Submitted To
JIWAJI UNIVERSITY GWALIOR

Submitted by
PRADEEP RAJORIYA BBA-V Sem.

PRESTIGE INSTITUTE OF MANAGEMENT, GWALIOR
Airport Road, Near Deen Dayal Nagar, Gwalior-474020 Email: info@prestigegwl.org; Website: www.prestigegwl.org

DECLARATION

I PADMJA SINGH, student of BBA V Semester of Prestige Institute of Management, Gwalior, hereby declare that the project is my original piece of work and not the copy of any such work undertaken by someone else, all the information , facts and figures presented in the report are first hand in nature. They are actually based on my intense efforts conducted in BSNL . I have completed this project under the guidance of Prof. ASHISH MEHRA ( Faculty PIMG)

Date:

PADMJA SINGH BBA ±V Sem

CERTIFICATE

This is to certify that Miss. PADMJA SINGH Student of BBA Vth

Semester

programme has completed her summer training of 4 weeks and prepared this report of
³

Financial Statement Analysis of BSNL´

under my guidance .

Date:

Prof. ASHISH MEHRA (Faculty Guide)

ACKNOWLEDGEMENT
The present work is dedicated to the persons who not only taught me, but continue inspire me in knowing the clandestine facts of workmanship. I bow in honor before these great teachers. The accomplishment of the present study became possible by the invaluable assistance and guidance of my professional guides to whom I may gratefully indebted. Firstly I would like to express my sincere gratitude to my faculty guide Prof. ASHISH MEHRA without whose invaluable guidance, moral support and

encouragement my work would have ever assumed the present shape, research. I were indebted to my parents and friends for their moral support and possible efforts they made for me.

Date:

PADMJA SINGH BBA ±V Sem

INDEX
y History of the Organisation & Objective y Organisational Structure y Financial Performance y MARKETING y Production & Operations y Strength & Weakness of the Organisation. y Suggestion y Special Point y Names of the CEO/MD/Department Head Chapter -1 y Introduction Chapter ±II y Objective of The Study Chapter ±III y Result & Discussion Chapter ± IV y Suggestion Chapter ±V y Conclusion

.

EXECUTIVE SUMMARY This project is based on the annual reports of the J.K.Tyre. Further,in this project Chapter 1 includes the introduction of the company wherein I told about
the objectives of the study and profile of the J.K.Tyre.

Chapter 2 includes the research Methodology wherein I have discussed
the research Design and Various sources of the Data collection.

Chapter 3 includes the Data analysis and findings wherein analyze the
data collected from the departmental records, annual reports and web site records.

Chapter 4 represents the conclusion and the suggestions based on the
departmental records and annual report.

History of the organization & Objective

Introduction of JK TYRE

HISTORY & ORGANISATION INTRODUCTION OF JK TYRE
JK Tyre is a leading exporter of tyres from India and roughly accounts for about 26% of the total tyre exports from India (along with its associate Vikrant Tyres Limited) maruti zen steel radials, bias tires for passenger vehicles, ultima XP steel radials

It is the first and only tyre manufacture in the world to receive the QS 9000 for multilocation operations : World's first tyre manufacture to receive the ISO 9000 for all its operations in one go. Also J.K Tyres is the first tyre company in India to receive ISO 14001 in recognisition of its environmental management systems.

Today, JK Tyre's products compete with the best international players in the premium international bias market in more than 55 countries in 6 continents . The exports operate through a strong and dedicated distribution network, and our distributors are fully supported by the company's technical team in terms of continued product development to meet specific market needs. JK Tyre had obtained international accreditation for its products in the US , Europe , South America and the Middle East.

J.K Tyre has been the recepient of various awards for exports for the last many years for its commitment to offer superior performance standards & path breaking innovations. Recently , it was honored with ' The Special Export Award 2000-2001' from Capexil, making it its fourth consecutive award from India's premier industrial association . JK Tyre has also been recently recognised by Indian Trade Promotion Organisation (ITPO) for being the largest tyre exporter to Latin America markets and is the proud recepient of first-ever FOCUS LAC Award for the year 1999-2000. J.K Tyres constant endeavor to deliver superior value to its customers and a sound marketing strategy forms the foundation of this spectacularly consistent performance on the international front.

While JK Tyre has maintained its consistency in its marketing and distribution strategies for the export markets, it has also actively pursued development of new superior products to adapt to specific requirements of the different markets . The credit goes to the India's biggest in-house R&D centre, HASETRI (Hari Shankar Singhania Elastomer and Tyre Research Institute) . This Centre for Rubber and Allied Technology was eatablished at Jaykaygram, ISO/IEC Guide 25 & EN 45001. Equipped with advanced testing facilities, it pursues excellence by evolving technologies for superior product performance to reduce waste and pre-empt consumer needs.

HISTORY OF J.K. TYRE
Excellence comes not from mere words or procedures. It comes from an urge to strive and deliver the best. A mindset that says, When it is good enough, improve it. It is a way of thinking that comes only from a power within." - H.S.Singhania JK Tyre & Industries Ltd. is the flagship company under the umbrella of JK Organisation

The advent of JK Organization on the industrial landscape of India almost synchronizes with the beginning of an era of industrial awareness - an endeavor for self reliance and the setting up of a dynamic Indian industry. This was way back in the middle of the 19th century. And the rest that followed is history JK Organization has been a forerunner in the economic and social advancement of India. It always aimed at creating job opportunities for a multitude of countrymen and to provide high quality products. It has striven to make India self reliant by pioneering the production of a number of industrial and consumer products, by adopting the latest technology as well as developing its own know-how. It has also undertaken industrial ventures in several other countries. JK Organisation is an association of industrial and commercial companies and charitable trusts. Its member companies, employing nearly 50,000 persons are engaged in the manufacture of a variety of products and in diverse fields of commerce.

Trusts are devoted to promoting industrial, technical and medical research, education, religious values and providing better living and recreational facilities. With the spirit of social

consciousness uppermost in mind, J.K. Organisation is committed to the cause of human advancement y 1940 First in India to manufacture steel Bailing Hoops for jute and cotton and to make the country self sufficient by meeting the entire demand-J.K. Iron & Steel Co. Ltd., Kanpur

11

y

1941 First in India to produce Aluminium virgin Metal from Indian Bauxite Aluminium Corporation of India Ltd., Jaykaynagar

y

1942 First in India to manufacture Engineering files- J.K. Engineers'Files, Bombay in India to set up a continuous process Rayon Plant

y

1949 First to manufacture a Hydraulically Operated Cane Crushing Mill for Khandsari Sugar Plant and completed 100 ton plant-J.K. Iron & Steel Co. Ltd., Kanpur 1950 First in world to set up a plant for production of Hydrosulphite of soda by Sodium Amalgam Process- J.K. Chemicals Ltd., Bombay 1959 First in India to produce Nylon-6 with its own polymerised raw materialSynthetics Ltd., Kota J.K

y

y

y

1960 First to produce Sodium Sulphoxylate Formaldehyde (Rangolite C of Formosul) in India - J.K. Chemicals Ltd., Bombay

y

1968 First to manufacture TV Sets in India- J.K. Electronics, Kanpur. First to manufacture Metallic Cops for Synthetic Filament yarn industries in India- Syntex tube works, Kanpur

y y y

1970 First to manufacture Acrylic Fibres- J.K. Synthetics Ltd. Kota 1971 First to develop differentially Dyeable Nylon- J.K. Synthetics Ltd., Kota 1974 First in India to license Synthetic Fibre Technology to third party as well as the first to manufacture Synthetic Fibre Machinery Fibretech Engineers & Manufacturers, Dadri

y

1978

First in India to produce steel belted Radial Tyres for passenger cars, trucks and

buses- J.K. Tyre Plant, Kankroli y 1980 First in world to make Steel Belted Radial Tyres for three wheelers- J.K. Tyre Plant, Kankroli y y 1981 First in India to produce white cement through dry process- J.K. White cement Gotan 1985 First in India to produce Cathonic Dyeable Polyester Fibre- J.K. Synthetics Ltd.,Kota. First in India to produce Nylon Tyre Cord based on Spin Draw Technology- J.K. Synthetics Ltd., Kota y 1987 First in India to produce magnetic tapes with cobalt technology J.K. magnetics, Surajpur y 1989 more Tyre Plant (BTP) set-up with a capacity of 5.7 lacs tyres p.a.R & D cente set-up at HASTERI

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y y

1994 India's first T-Rated tyre launched banmore Tyre Plant (BTP) crossed 100 TPD 1995 Mercedes Benz Launched on JK steel radials first tyre manufacturer in the world to get ISO 9001

y

1996 India's first dual contact high traction steel radial- aquasonic launched. Introduced steel wheels

y

1998 First tyre manufacturer in the world to get QS 9000 awarded CAPEXIL's highest export award for 1997-98

y y

1999 Synergy with VTL in procurement, marketing and production flexibility 2000 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

y y

2001 JK introduced National Go-Karting Championships 2002 JK. Industries recieved FOCUS LAC export award for the year 1999-2000

Today JK Organization, an association of Industrial and commercial companies and charitable trusts, continues to grow to greater heights under the stewardship of its President, Hari Shankar Singhania The Principal business of the JK Organization includes Tyre, Paper, Cement, Drugs & Pharmaceuticals, Agri Genetics, Dairy and Food Products, Audio Magnetic Tapes, Sugar, Cosmetics, Woolen Textiles, Steel, Engineering Files, International Trading, Hybrid Seeds, Industrial Rubber Products, Material Handling System etc The group besides having a consistent record of growth and diversification has created a reputation for quality for all its products and most of its products enjoy a leadership status in their respective market segments To cope up with the demand in the market most of the companies in JK Organization are certified for International Quality Systems like ISO 9001, ISO 14001 and QS 9001 Identifying with social issues and contributing to the society has been a philosophy, which has been carried on from the founding fathers. Various institutions set up by th group throughout India in diverse fields of social welfare stand testimony to this philosophy

13

COMPANY PROFILE

JK Tyre & Industries Ltd is one of the leading automotive tyre manufacturers in India. The company is engaged in manufacturing of automobile tyres, tubes and flaps. They manufactures Radial and Bias 4-wheeler tyres for trucks, buses passenger cars, LCVs, tractors etc. They sell their products under the brand name 'JK Tyre'. They have four plants located in Rajasthan, Madhya Pradesh and Karnataka. The company has 134 sales, service and stock points located throughout the country. They have over 3,500 dealerships across India. The company's customer base covers virtually the entire Original Equipment Manufacturers in India together with Replacement Market for four wheeler vehicles, Defence and State Transport Units. Besides India, they have a worldwide customer base in over 45 countries across all six continents. JK Tyre & Industries Ltd was incorporated in the year 1951 as a private limited under the name JK Industries Pvt Ltd. Until March 31, 1970, the company was engaged in the managing agency business. Thereafter the company decided to undertake manufacturing activities and obtained a letter of intent in February 1972 for the manufacture of automobile tyres and tubes. The company name was changed into JK Industries LTD with effect from May 24, 1974 consequent upon conversion of the company into a public limited company. In the year 1974, the company entered into a technical collaboration with General Tire International Co, USA, a subsidiary of General Tire & Rubber Co, USA for technical services and sales agreement for the supply of technical know how engineering and documentation for operational facilities. In the year 1989, the company introduced several new patterns and sizes of tyres including a semi-lug Nylon Truck tyre. In the year 1991, the company set up Banmore Tyre Plant with a capacity of 5.7 lakh tyres per annum. They launched radial tyres for tractors. In the year 1992, the company's international division expanded their activities by opening their office in Moscow. In addition, they set up a Research and Development center at HASETRI. In the year 1993, they introduced new radial tyres namely, Brute and Ultima and in the next year, they launched 'Jet Track-39' 14

to meet the need of the heavy load market. In June 1997, the company acquired 51% stake in Vikrant Tyres Ltd from Karnataka Government. They launched India's first H-Rated tyre. During the year 1998-99, as per the Scheme of Arrangement between the company and JK Drugs & Pharmaceuticals Ltd, the pharmaceutical undertaking of the company was transferred to and vested in JK Drugs & Pharmaceuticals Ltd with effect from appointed date July 1, 1996. During the year 2002-03, as per the Scheme of Arrangement and Amalgamation between the company, JK Agri, JK Sugar and Vikrant Tyres Ltd, the agri-genetics undertaking of the company was transferred to JK Agri, the sugar undertaking was transferred to JK Sugar and Vikrant Tyre Ltd was amalgamated with the company. During the year 2004-05, the expansion of capacity of Truck/ Bus Radials by 50% was completed. In addition, the expansion of the passenger radial capacity was completed. In December 2006, as per the Scheme of Arrangement and De-merger between the company and Netflier Technologies Ltd (name since changed to Netflier Finco Ltd), the business of holding and dealing in investments and some other assets and properties of the company and liabilities and obligations thereof stood transferred to and vested in Netflier Finco Ltd. In addition, Hansdeep Investment Ltd, Hidrive Finance Ltd, Panchanan Investment Ltd and Radial Finance Ltd ceased to be the subsidiaries of the company. During the year 2006-07, the company introduced a new tyre, offering high mileage 'Jet One' and launched new Semi-Lug and Rib pattern Truck Radial tyres. They also diversified into Special Application Tyres and commenced their exports. In order to capture the brand 'JK Tyre' and their value in the name of the company, they changed their name to JK Tyre & Industries Ltd with effect from April 2, 2007. The company entered into an arrangement with BEML for supply of OTR tyres on a long-term basis. In June 2008, the company acquired the controlling interest in Empresas Tornel, S A de C V (Tornel), a company incorporated under the laws of Mexico, by acquiring 100% of their equity capital for a consideration of USD 28.75 million. Tornel has three tyre manufacturing plants in Mexico with a combined capacity of 6.6 million tyres per annum During the year 2008-09, the company doubled the capacity of Truck/Bus

15

Radial plant to 8.00 lakh tyres from 3.67 lakh tyres per annum at an estimated project cost of Rs 315 crore. This has further strengthened JK Tyre's commanding position in the fast growing Truck/Bus segment. The company has undertaken a project for substantial expansion of their OTR tyre capacity at a capital outlay of Rs 120 crore, which is expected to be completed by 2010.

16

Organisation Structure of - JK Tyre & Ind
Name Hari Shankar Singhania Bharat Hari Singhania Swaroop Chand Sethi Arvind Singh Mewar Govind Ballabh Pandey T K Mukhopadhyay Designation Chairman / Chair Person Managing Director Whole Time Director Director Director Director

Name Raghupati Singhania Vikrampati Singhania Arun K Bajoria Bakul Jain Om Prakash Khaitan

Designation Vice Chairman & Mng.Director Deputy Managing Director President & Director Director Director

17

MARKETING
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.

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b. Mission & Vision

Vision:

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

a. Be a customer obsessed company b. No.1 Tyre brand in India c. Deliver enhanced value at all stakeholders d. Most profitable Tyre Company in India e. Enhance global presence through acquisition f. 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. Finding market niches: Price, service, convenience and technology are some of the niches in Indian market. iii. 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.

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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. 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. 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. Size of the market b. How well the market is served c. Prospective inches d. Marketing mix required to succeed e. Core competencies required

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Market segment analysis

Industry analysis

Competition analysis

Demand Conditions

Trade analysis

a. b. c. d. e.

Market opportunity Size of the market How well the market is served Prospective inches Marketing mix required to succeed Core competencies required

Framework of market opportunity analysis

Size of the market: Sizes of the market are.... I. Demand analysis: is the core aspect of market opportunity. II. Segmentation analysis: is the process of dividing the market into homogeneous sub units. III. Industry analysis:

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Entry Barriers: High
The entry barriers are high for the tyre industry. It is a highly capital intensive industry. A plant with an annual capacity of 1.5 million cross-ply tyres costs between Rs. 4,000 and Rs. 5,000 million. A similiar plant producing radial tyres costs Rs. 8,000 million.

Bargaining Power of the Buyers: High

Bargaining Power of the Suppliers: High Inter Firm Rivalry: Low
The tyre industry in India is fairly concentrated, 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. 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.

The OEMs have total control over prices. In fact, the OEMs faced with declining profitability have also reduced the number of component suppliers to make the supply chain more efficient.

Threat of Substitutes: Low but Increasing
During the FY2002, over 1,10,000 passenger car tyres were imported. This constitutes over 2% of total radial passenger car tyre production in the country. However, with the reduction of peak custom duty, the import of tyres is likely to increase.

Industry Analysis - Porter's Model iv. Competitor analysis: analysis of competition how well the market is served.

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

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Consumer Buying Behaviour
Consumer buying behavior is influenced by the culture and subculture. Habits, 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. The social class to which the individual belongs tells about the type of products the individual prefers. Other factors that influence the buying behavior are social factors like reference group and family, personal factors like the age, life cycle and occupation, and psychological factors like motivation, perception and attitudes of the customers. Buying roles and buying decision constitute consumer¶s decision-making behavior. A customer can adapt various buying roles like initiator, influencer, decider, buyer, preparer, maintainer and disposer in purchasing and using the products. Buying behavior helps marketers learn the intensity and degree of involvement of customers in purchasing the products. Customer buying behavior is broadly classified into three types. Extensive problem solving buying behavior is exhibited when a customer buys high involvement, expensive and less frequently purchased products. Consumers are involved in routine problem solving decision-making process, when they purchase routinely purchased, low cost products. Variety seeking behavior is seen when customers purchase lowinvolvement products.

Customers usually go through five stages in arriving at a purchase decision, though it might not be so in all the cases. In the first stage, the customer identifies an unsatisfied need in him. In the second stage, customers collect the information about the product and available brands through personal sources, commercial sources, public sources or experiential sources. In the third stage, the customers evaluate all the alternatives with the help of available information. In the fourth stage, the customer makes a purchase decision. And finally in the fifth stage, he experiences post purchase satisfaction or dissatisfaction.

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Post purchase usage and disposal of the product is also of equal importance to the marketer, as it can save cost and time of producing as well as help in protecting the environmental equilibrium. Factors influencing the behaviour of buyers. Consumer behaviour is affected by many uncontrollable factors. Just think, what influences you before you buy a product or service? Your friends, your upbringing, your culture, the media, a role model or influences from certain groups? Culture is one factor that influences behaviour. Simply culture is defined as our attitudes and beliefs. But how are these attitudes and beliefs developed? As an individual growing up, a child is influenced by their parents, brothers, sister and other family member who may teach them what is wrong or right. They learn about their religion and culture, which helps them develop these opinions, attitudes and beliefs (AIO). These factors will influence their purchase behaviour however other factors like groups of friends, or people they look up to may influence their choices of purchasing a particular product or service. Reference groups are particular groups of people some people may look up towards to that have an impact on consumer behaviour. So they can be simply a band like the Spice Girls or your immediate family members. Opinion leaders are those people that you look up to because your respect their views and judgments and these views may influence consumer decisions. So it maybe a friend who works with the IT trade who may influence your decision on what computer to buy. The economical environment also has an impact on consumer behaviour; 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. People¶s social status will also impact their behaviour. 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, the type of job 25

may mean you need to purchase formal clothes; the income which is earned has an impact. The lifestyle of someone who earns £250000 would clearly be different from someone who earns £25000. Also characters have an influence on buying decision. 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.

Types of buying behaviour. There are four typical types of buying behaviour based on the type of products that intends to be purchased. Complex buying behaviour is where the individual purchases a high value brand and seeks a lot of information before the purchase is made. Habitual buying behaviour is where the individual buys a product out of habit e.g. a daily newspaper, sugar or salt. Variety seeking buying behaviour is where the individual likes to shop around and experiment with different products. 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, because the purchase is expensive or infrequent. There is little difference between existing brands an example would be buying a diamond ring, there is perceived little difference between existing diamond brand manufacturers. How do customers buy? Research suggests that customers go through a five-stage decision-making process in any purchase. This is summarized in the diagram below:

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This model is important for anyone making marketing decisions. 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. However, in more routine purchases, customers often skip or reverse some of the stages. The buying process starts with need recognition. At this stage, the buyer recognizes a problem or need (e.g. I am hungry, we need a new sofa, I have a headache) or responds to a marketing stimulus (e.g. you pass Starbucks and are attracted by the aroma of coffee and chocolate muffins). An ³aroused´ customer then needs to decide how much information (if any) is required. If the need is strong and there is a product or service that meets the need close to hand, then a purchase decision is likely to be made there and then. If not, then the process of information search begins. A customer can obtain information from several sources:

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y y

Personal sources: family, friends, neighbors etc Commercial sources: advertising; salespeople; retailers; dealers; packaging; pointof-sale displays

y

Public sources: newspapers, radio, television, consumer organizations; specialist magazines

y

Experiential sources: handling, examining, using the product

The usefulness and influence of these sources of information will vary by product and by customer. Research suggests that customer¶s value and respect personal sources more than commercial sources (the influence of ³word of mouth´). The challenge for the marketing team is to identify which information sources are most influential in their target markets. In the evaluation stage, the customer must choose between the alternative brands, products

Post-purchase evaluation - Cognitive Dissonance The final stage is the post-purchase evaluation of the decision. It is common for customers to experience concerns after making a purchase decision. This arises from a concept that is known as ³cognitive dissonance´. The customer, having bought a product, may feel that an alternative would have been preferable. In these circumstances that customer will not repurchase immediately, but is likely to switch brands next time. To manage the post-purchase stage, it is the job of the marketing team to persuade the potential customer that the product will satisfy his or her needs. Then after having made a purchase, the customer should be encouraged that he or she has made the right decision.

Indian consumer profile 
Indian consumers are knowledgeable.  They are tech savvy.  Indian consumers are literate.

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Most of the Indian are middle class.  Standard of living improved.  Rational and think in a linear manner.  They can explain their thought and behaviour.  Think in words.

OBJECTIVE
y 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, acceptance, satisfaction etc. y y y To assess the consumer perception To understand the factors this motivates the customers for buying. To understand the satisfaction level of the customers.

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PRODUCTION & OPERATION
Product A tangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products are often service based like the tourism industry & the hotel industry. Typical examples of a mass produced tangible object are the tyre. A less obvious but ubiquitous mass produced service is a computer operating system.

Product range:

BIAS
SIZE TYPE

RIB

9.00-2014PR JET RIB 9.00-2016PR 10.00-2016PR JET RIB JET RIB JET MILES 9.00-2014PR TRACK TUF

SEMI

9.00-2016PR TRACK TUF

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LUG

10.00-2016PR TRACK TUF
NORMAL LOAD

8.25-2014PR
9.00-2014PR 9.00-2016PR 10.00-2016PR 11.00-2016PR 12.00-2016PR

JET TRACK JET TRACK JET TRACK JET KING JET KING JET KING

LUG

MODERATE

8.25-2014PR
9.00-2014PR 9.00-2016PR 10.00-2016PR

JET TRACK JET TRACK JET TRACK JET CLASSIC

HEAVY SUPER HEAVY

10.00-2016PR
10.00-2016PR

TRACK 39 & DX TRACK 39 DX

RADIAL
SIZE TYPE

9.00-2016PR LUG 10.00-2016PR 11.00-2016PR 09.00-2016PR SEMI LUG 10.00R2016PR 11.00R2016PR 9.00R2014/16PR

JET STEEL-JDH JET STEEL-JDC JET STEEL-JDC JET WAY JUC JET WAY JUC JET WAY JUC JET WAY JUC

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RIB

10.00R2016PR 11.00R2016PR 12.00R2018PR

JET WAY JBR JET WAY JUH JET WAY JUH

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

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STRENGTH AND WEAKNESS OF THE ORGANISATION STRENGTH
y y y y y y
Heavy range of products Brand awareness Best promotion by display. Advertisement. Effective margin for delaers. Brand image of radial tyres

WEAKNESS
y Lack of co-ordination of the demand put forth by dealers and the supply of appropriate tyres from the plant. y The offerings given by the company are not enough for the business partners to make the market operating rates competitive y y y y The supply of truck radial tyres is not in proportion to the demand Mode of councelling is not co-operative. Monetory rewards are not given. Food quality for the employees are not good.

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SPECIAL POINT
.

1933

First in India to manufacture Calico Prints- Juggilal Kamlapat Cotton Spinning and Weaving Mills Co. Ltd., Kanpur.

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.K. Iron & Steel Co. Ltd., Kanpur.

1944

First in India to produce Aluminium virgin Metal from Indian BauxiteAluminium Corporation of India Ltd., Jaykaynagar.

1949

First in India to manufacture Engineering files- J.K. Engineers µFiles, Bombay.

1959

First in India to set up a continuous process Rayon Plant.

1960

First to manufacture a Hydraulically Operated Cane Crushing Mill for Khandsari Sugar Plant and completed 100 ton plant-J.K. Iron & Steel Co. Ltd., Kanpur.

1961

First in world to set up a plant for production of Hydrosulphite of soda by Sodium Amalgam Process- J.K. Chemicals Ltd., Bombay.

1965

First to produce Sodium Sulphoxylate Formaldehyde (Rangolite C of Formosul) in India - J.K. Chemicals Ltd., Bombay

1968

First to manufacture TV Sets in India- J.K. Electronics, Kanpur. First to manufacture Metallic Cops for Synthetic Filament yarn industries in India- Syntex tube works, Kanpur.

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1969

First to manufacture Acrylic Fibres- J.K. Synthetics Ltd. Kota First to develop differentially Dyeable Nylon- J.K. Synthetics Ltd., 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, Dadri.

1976

First in India to produce steel belted Radial Tyres for passenger cars, trucks and buses- J.K. Tyre Plant, Kankroli.

1980

First in world to make Steel Belted Radial Tyres for three wheelersJ.K. Tyre Plant, Kankroli.

1984

First in India to produce white cement through dry process- J.K. White cement. Gotan.

1985

First in India to produce Cathonic Dyeable Polyester Fibre- J.K. Synthetics Ltd., Kota. First in India to produce Nylon Tyre Cord based on Spin Draw Technology- J.K. Synthetics Ltd., Kota.

1989

First in India to produce magnetic tapes with cobalt technology J.K. magnetics, Surajpur.

1991

Banmore Tyre Plant (BTP) set-up with a capacity of 5.7 lacs tyres p.a.

1992

R & D center set-up at HASTERI.

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1994

India's first T-Rated tyre launched Banmore Tyre Plant (BTP) crossed 100 TPD.

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- aquasonic launched. Introduced steel wheels.

1997

Awarded the National Export Award for 96-97. Vikrant Tyres (VTL) acquired. 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.

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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.

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INTRODUCTION
a. Introduction In today¶s world of intense competition and rapid dynamism, all the companies worldwide are tuning their focuses on the customer. Suddenly, the customer had succeeded in capturing all the attention of the companies towards him, so much so, that the once famous maxim, ³customer is the god´ has become so true and relevant today. There has been a ³paradigm shift´ in the thinking of these companies and none other then the customer has brought this about.

Earlier there was a sellers market, since goods and services were in short supply and the sellers use to call the shots. But, ever since the advent of the era of globalization, there has been total transformation in the way the customers being perceived. Their focus has shifted towards integrating the three elements people, service and marketing.

A customers can ³make or break´ a company. It is the responsibility of every company to see that all its customers are equally satisfied with them, 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. 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.

In the past, the customers was taken for a ride, as there were not many players in the fields, not much importance was attached to product safety, quality, service and product appeal. The attitude of the manufacture was that of ³caveat ± emptor´. Thanks to the government policies on liberalization, globalization and privatization (LPG), the market scenario has changed today. Today, the customer has a host of defense mechanism like the customers protection laws, regulation of the government, the powerful hands of the organization, customers¶ courts, switching to substitute or competitors that offer at

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competitive prices, etc. The maxim,´ caveat ± emptor´ has been replaced by ³caveat venditor´. b. About Tyre industries in India

Background
The origin of the Indian Tyre Industry dates back to 1926 when Dunlop Rubber Limited set up the first tyre company in West Bengal. MRF followed suit in 1946. Since then, the Indian tyre industry has grown rapidly.

Transportation industry and tyre industry go hand in hand as the two are interdependent. Transportation industry has experienced 10% growth rate year after year with an absolute level of 870 billion ton freight. With an extensive road network of 3.2 million km, road accounts for over 85% of all freight movement in India.

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 - 44% for Truck Tyre; 41% for Passenger Car Radial Tyre, 35% for Tractor Rear Tyre and 76% for Truck Tyre Tube.

Increase in raw material costs
Apart from being capital intensive, the tyre industry is highly raw material intensive. Any change in the prices of raw materials affects the profitability of tyre companies. The raw materials used in the manufacture of tyres are rubber and petroleum derivatives like nylon tyre cord, carbon black, styrene butadiene rubber and poly butadiene rubber. The most important raw material is rubber-natural and synthetic. Natural rubber (NR), with 29% weightage in the cost of raw materials used by tyre industry, is the highest cost item. Annual consumption of NR by tyre industry is 3.50 lakh tonnes, valued at Rs. 14 billion. Over 85% of NR consumed' by the industry is procured domestically. 15% is imported.

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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. To analyze the customer¶s needs regarding the product and policies formulated by the company. To find out the brand image of JK tyre

Need for the study
Management is like a coin having two sides. One is the theoretical part and second is the practical part. In the theoretical part of management we learn in our classroom from the lectures, seminars, group discussions that are arranged from time to time.

To know the practical aspect of management a practical training is provided to the students. 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.

The project study focused on ³JK tyre´ as a product and the subject is to understand the mind set of different customers about the product. Being a student of marketing management, the inquisitiveness to peep on practical side of consumer perception promoted in study.

In this study efforts have been made to prepare the report as realistic as possible.

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RESULTS & DISCUSSION 6 wheelers Table showing market share in RIB tyres
NAME OF COMPANY APOLLO BIRLA BRIDGESTONE CEAT CHINA JK MRF OTHERS NO. OF TYRES 40 15 1 57 5 100 14 0 PERCENTAGE SHARE 17% 7% 0% 25% 2% 43% 6% 0%

Fig-3.1(a)

Interpretation: From the above table it is shown that in Rib tyre segment JK is the market leader with 43%, followed by CEAT with 25% market share, APOLLO with 17%, BIRLA with 7%, MRF with 6%, CHINESE with 2% and BRIDGESTONE & others with 0% of market share.

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Exhibit-3.2
Table showing Market share in LUG tyre

NAME OF COMPANY APOLLO BIRLA BRIDGESTONE CEAT CHINA JK MRF OTHERS

NO. OF TYRES 73 57 0 157 25 111 43 2

PERCENTAGE SHARE 16% 12% 0% 34% 5% 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%, APOLLO with 16%, BIRLA with 12%,MRF with 9%, CHINESE with 5%,and others with 0%

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Exhibit-3.3
Table showing Total market share(6 WHEELERS) Table-3.3 NAME OF COMPANY APOLLO BIRLA BRIDGESTONE CEAT CHINA JK MRF OTHERS NO. OF TYRES 109 72 1 214 30 211 57 2 PERCENTAGE SHARE 16% 11% 0% 31% 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% ,APOLLO with 16% BIRLA with 11%, MRF with 8%, CHINA with 4% and others are 0%.

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Exhibit-3.4
Table showing Total market share(10 WHEELERS) Table-3.4 NAME OF COMPANY NO. OF TYRES PERCENTAGE SHARE 151 10% APOLLO 134 9% BIRLA 6 0% BRIDGESTONE 186 13% CEAT 375 26% CHINA 473 32% JK 124 9% MRF 11 1% OTHERS 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%, Birla with 9%, MRF with 9% and others are 1%.

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%, Birla with 9%, MRF with 9% and others are 1%.

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Exhibit-3.5
Table showing market share in RIB tyre(10 WHEELERS) Table-3.5 NAME OF COMPANY APOLLO BIRLA BRIDGESTONE CEAT CHINA JK MRF OTHERS NO. OF TYRES 52 36 0 42 13 111 31 7 PERCENTAGE SHARE 18% 12% 0% 14% 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% ,Ceat with 14% APOLLO with 18%, MRF with 11%, CHINA with 5% and others are 2%.

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Exhibit-3.6
Table showing market share in LUG tyre(10 WHEELERS) Table-3.5 NAME OF COMPANY APOLLO BIRLA BRIDGESTONE CEAT CHINA JK MRF OTHERS NO. OF TYRES 99 98 6 144 362 362 93 4 PERCENTAGE SHARE 9% 8% 1% 12% 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% ,APOLLO with 9% BIRLA & MRF with 8% each, and others are 0%.

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DISCUSSION
The project surfers from the following limitations due to the inherent and restrictive nature of the study undertaken:

y

Due to constraints of time, money and other resources applicable to this study.

y

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

y y

This study is restricted only to sample space chosen for the study. The areas covered under the surveys are: Transport Nagar, Purani Chhavni, Hanuman Parking, Kansana¶s Premises.

y y y

The sample size of 100 respondents was too small for generalization. The survey was restricted only to GWALIOR. The duration of the study is only 45 days, due to the reason the study may not give full fledged information to the Media Planning Group.

y

Some of the respondents were reluctant to give the right information.

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SUGGESTIONS
1) Belonging towards the organization must be generated in the habitual absentees, through individual counseling .The mode of counseling should be co-operative in which both counselor & counselee, arrives at solution through mutual co-operation. 2) 3) 4) 5) Training Programme for workers. Better leave encashment programme should be implemented. Reward for employees having less absenteeism. Employees having leave under a particular limit should be awarded monitory rewards. 6) In order to create competition amongst the employee, employee having less leave should be awarded ³Best employee of the month´,´ Best Employee of the Year´. Strong action should be taken against the.

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CONCLUSION
Every organization needs to look after recruitment and selection in the initial period and thereafter as and when additional manpower is required due to expansion and development of business activity.

Right for the right job is the basic principle in recruitment and selection. Ever person organization should give attention to the selection of its manpower, especially its managers. The operative manpower is equally important and and essential for the orderly working fan enterprise. Every business organization/unit need manpower for carrying different business activities smoothly and efficiential.Human resource management in a organization will not be possible if unsuitable persons are selected and employment in a business unit.

In recruitment, information is collected from interested. For this different source such as newspaper advertisement, employment exchanges, internal promotion, etc.are used. In the recruitment, a pool of eligible and interested candidates is created for selection of most suitable candidates. Recruitment represents the first contact that company makes with potential employees Selection is basically picking an applicant from (a pool of applicants) who has the appropriate qualification and competency to do the job. The difference between recruitment and selection: Recruitment is identifying n encouraging prospective

employees to apply for a job. Selection is selecting the right candidate from the pool of applicants.

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

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