Narasimha S Alandkar F

CONTENT
SL.NO TITLE PAGE NO

CHAPTER -I 01-11
1. 1.1 INTRODUCTION 01
1.2 OBJECTIVES OF THE STUDY 06
1.3 RESEARCH METHODOLOGY 07
1.4 SCOPE OF THE STUDY 10
1.5 LIMITATIONS OF THE STUDY 11
CHAPTER -II 12-27

2. THEORETICAL BACKGROUND 13
CHAPTER -III 28-64

3. COMPANY PROFILE 29
CHAPTER-1
4.
INTRODUCTION
CHAPTER -IV
DATA ANALYSIS AND INTERPRETATION
65-91
66
CHAPTER -V 91-98
5. FINDINGS 92
CONCLUSION 93
SUGGESTION 94
BIBLIOGRAPHY 95
ANNEXURE 96
QUESTIONAIRE
MARKET POTENTIAL OF MRF TYRES IN GULBARGA TYRES
1.1 INTRODUCTION
In the present world, Tyres plays an important role in the field of transportation. Tyres are
the workhorses for the mobile society. A great deal of public attention has been paid to this
very important commodity. Tyre manufacturers will be working to bring about much
greater uniformity in all aspects of the performance.
In a huge potential market like India, where the customers demand the best quality
products and services, MRF tyres faces a lot of competition from its competitors like MRF,
CEAT, J K TYRES, GOOD YEAR,and so on. In addition to it, the introduction of
imported tyres and second-hand tyres, the competition has become too high that even the
well-established brands are finding it difficult to be at the top for long.
The tyre industry began to grow in India in early 1930’s. The growth of the tyre industry
was in different phases. In the first phase, the multinational came and started selling the
tyre in India. First among them was Firestone followed by other multinationals like Good
Year, Dunlop, etc.
In the second phase the multi national started their production in India. They
became the first generation tyres for Indian industry. Among the first generation tyres
Dunlop was the first, which started their domestic production at Calcutta.
VIVEKANAND INSTITUTE OF MANAGEMENT Page 1

The third phase of Indian tyre industry began when Indian companies started
producing tyres, which came to be called second-generation tyres. Important, among them
are MRF Tyres, Premier Tyres, Good Year, CEAT, ETC.
They started production in the sixties. Later in the seventies the third generation tyres like
MRF Tyres, Vikrant, J K Tyres, Modi Tyres, etc.
All the company that started production after the 70’s and the tyre companies that
are yet to start production are classified under the head, Fourth generation tyres, and the
companies that shined among them are S.Kumar Tyres, Rado Tyres, SriChakra Tyres and
Birla Tyres.
Sharper focus on the business seems to be the buzzword in the increasingly

competitive market place. Players are now enhancing the less important production line.
Another strategy is to grab the market share with big competitiveness. Players are looking at
every possible avenue to control cost by inventory management, overheads or processor.
The main leaders in Indian tyre industry are MRF, J K TYRES, CEAT,APOLLO
TYRES, MODI RUBBER, and BIRLA TYRES ETC.Every one is updating their strategies
in order to hold their share and include others.
Currently Indian companies are facing severe threat from foreign firms. Global
leaders like Good Year and Bridge stone are trying to invade in market. India can’t stand
away from global standard, as the firms can’t survive with good quality and effective
marketing. And the main problem affecting Indian companies is the lack of advance
technology. So the current market leaders are throwing away the past ways and are
invading the newer ones and the main aim that they sense is to create a position in the
customer mind and thus in the market too.

The total turnover of Tyre industry in India is about 50902.5 million. There are 13 large
scale and 15 small-scale tyre industries in India. The major Tyre manufactures are MRF,
Modi, Ceat, MRF, JK, Dunlop, Good year etc. these companies contribute 75 % of the
output of our country.
The task marketing not ends merely with the selling of products. In fact the process
begins even before the products being introduced in the market and even after the product
introduced in one market. This includes various process studies targeting the channel
through which the product reach and satisfy customers in the main aim market potential is
the limit approach by marketing demand as industry by marketing expenditures approaches
infinity for a given marketing environment.
The marketing of today includes different subject like product management, sales
management and most important is consumer business in which includes the consumer
retained, motivation for consumer. The buying patterns of consumers, their attitude and
perception towards the product. The marketing department is much concentrated on
consumer attitude and their perception as the mid point of marketing actions.

1.2 OBJECTIVES OF THE STUDY
 The main objective of the study was to find the market potential of MRF TYRES in
Gulbarga tyrs
 Finding overall market potential available for MRF TYRES in Gulbarga tyres.
 To understand customer attitude towards dealer service.
 To know the dealer customer relationship.

 To predict future growth of Gulbarga tyres which can be usufull for growth of
business
 To know about the availability of various model / colour of bike with the dealers

1.3 RESEARCH METHODOLOGY
RESEARCH
The study was conducted for Gulbarga Tyres, MRF Tyres, Kalaburagi city. In this
study we have used the survey technique as the emphasis was placed on primary data.
DATA COLLECTION
A questionnaire written is English was administered to collect primary data. The
procedure adopted for data collection was the market potential of retailer's service at this
business premises. All the questions were made simple as the respondents were simple and
genuine. The questionnaire consisted of a mixture of close ended questions and open ended
questions for easy answering. The confidentiality of the data was assured to the
respondents.
Primary Data:
Definition:
Those data which do not already exists in any form, and thus have to be collected is
known as primary data.
Primary data collected through personal interview and questionnaire prepared with
respect to topic and covering all the aspect. The main method adopted for collection data
was through field survey method. In this method the technique of questionnaire and oral
consultation method were used.
Secondary Data:
Definition:
Data which are not originally collected but rather obtain from published or
unpublished sources are known as secondary data.

The secondary data constitute the chief material on the basis of which statistical
work is carried out in many investigations. In fact, before collecting primary data it is
desirable that one should go through the existing literature and learn what is already known
of the general area in which the specific problem falls and any and all surrounding
information that may give us leads and lessons.
From there source we can collected secondary data.

The secondary data has been collected from different source they are as follows:
1. Annual report of the company.
2. Company journal and files.
3. Concerned text book.
4. Internet.
Sampling Method
Here the random sampling technique was used for sampling (non probability
sampling).
Data Collection
It is done through structured questionnaire.
Data Analysis
After conducting a survey of 100 respondents mark sheet were prepaid which serve
simple statistical tools they help in analyzing the data such as finding the average wherever
possible and representing in graphical forms.
It was felt necessary to collect qualitative data along with quantitative data as the
subject matter was relevant in understanding the woman behavior.

In brief the methodology was

Data  Primary and secondary
Sample size  100
Method  Survey
Techniques  Questionnaire
Analytical tools  Simple analytical tool
Statistical tools
• Graphs
• Statistical calculation
• Likert’s Scale

1.4 SCOPE OF THE STUDY
The market move towards intense price competition companies would book for the all types of
customers, middle class as well as upper or high level class consumers to make permanent customers.
The study was carried out to analyze the potential of market towards customers.
Promotional activities have to be unique and should have relative effect to retain and add
new customers thereby the study would help to identify the framework understanding the
potential along with other relative factors.
The study helps to know the drawbacks of the organization and marketing. Hence a
study was conducted to analyse the scope of the MRF Tyres motor products, relevant
questionnaire prepared to analyze in Kalaburagi city with potential consumer for their
perception taste, consumer preference and attitude.

1.1 LIMITATIONS OF THE STUDY
The study has certain limitations. The limitations experienced during the course of
the study are enumerated below:
 As the products was not to specified to a individual customer in market. The scope
of the study was more preliminary in nature.
 The findings are substantially based on the information given by the respondents
and the information can be limited.

CHAPTER II
THEROTICAL BACKGROUND

CHAPTER-II
THEROTICAL BACKGROUND
INTRODUCTION TO MARKETING
Marketing consists of all activities by which a company adapts itself to its
environment creativity and profitability. It is the whole business seen from the point of
view of its final that is from customer’s point of view. Basically business firm’s objective
is to convert societal needs and demands of the consumers of the society.
Philip Kotler has said “Marketing is determining the needs and wants of target
markets and delivering the desired satisfaction more effectively and efficient than
competitors”. Thus it shows that consumer is the key to the success to any company’s
marketing services.
Evolution of Marketing
The development of marketing concept is evolutionary i.e. gradual rather than
evolutionary. The evolution of marketing is one of the oldest professions of the world.
Marketing is both philosophy and a technology. As a philosophy, it guides and

directs the business thinking i.e. whether to produce or not to produce. As a technology it
is concerned with deciding what deciding what should be produced, how and we can say
that producers have to adapt different methods of satisfying his customers due to change in
customer taste and preferences.

Marketing:
Meaning:
The action/ business of promoting and selling products/ services including
marketing research and advertising.
Definition:
Marketing includes all the activities which are concern with effecting changes in
the ownership and possession of goods and services.
“Market includes both places region in which buyers and sellers are in free
competition with one another”.
Marketing management:
Meaning:
Marketing management is the organizational discipline which focuses on the
practical application of marketing orientation, techniques and methods inside enterprises
and organization and on the management of a firms marketing resources and activities.
Distinguish between market and marketing:
Market is an arrangement providing an opportunity to exchange goods. In the

market forces of demand and supply, they operate directly by means of communication and
they themselves determine prices. Whereas marketing is sum totals of all those activities
that is related to free flow of goods from the points of production to consumption. Physical
movements of goods are the hallmark of marketing. That is once the price fixation is done,
the journey starts from seller and ends at buyer.
Under the marketing concept the different heads and concepts studies are:
1. Societal concept
2. Production concept

3. Product concept
4. Want and demand concept
5. Selling concept
The marketing concept is a business philosophy that challenges the previous
concepts. It meets the needs profitably and helps in finding the wants to fulfill them.
1. Societal concept:- It holds that the organization’s task is to determine needs, wants
and interest of targets markets and to deliver the desired satisfaction more
effectively than competitors in a way that enhances all the consumers and society’s
well being.
2. Production concept:- It says that consumers will favor those products that are
widely available and economical. Managers of production oriented organization
concentrate on achieving high production and wide distribution coverage.
3. Production concept:- Holds that consumers will favor those products that offer the
most good quality, performance or innovative features.
4. Wants and demand concepts:- Say that a human need is a state of felt deprivation
of some basic satisfaction? Wants are desire for satisfying needs. Demands or
wants for specific products that are backed by an ability and willingness to buy
them.
5. Selling concept:-Marketing is a social and managerial process by which
individuals and groups obtain what they need and want through creating, offering
and exchanging products of value with others. Hence the importance of marketing
arises.

Here different heads studies are:

1. Analyzing market opportunities.
2. Researching and selecting target markets and positioning the offer.
3. Planning market demand.
4. Current marketing situation.
 A firm due to constraints on resources cannot exploit all marketing opportunities
existing in marketing environment. As opportunities should have to be diagnosed
and evaluated to choose only accessible and feasible marketing opportunities.
 A product should be designed to cater to requirements of specific market segments
known as target markets. It is required to conduct research to identify the target
market segments, which can be chosen by the firm.
 Since marketing is consumer oriented it is necessary to assess the market demand
for a product so as to manufacture required quantity and supply at right time.
 All marketing activities should be organized and implemented keeping in mind the
current marketing situations, which can be determined by analyzing the
environment factor affecting process of marketing.
 Marketing function is defined as an act operation or services by which original
product and the final consumer are linked together.
Concepts studied are:

1. Macro environment.
2. Buying functions.
3. Methods of buying.
4. Estimating current demands.
 Total market potential
 Area market potential
5. Marketing mix.
6. Segment of market.

1) The macro environment of marketing consists of:

a) Demography
b) Economy
c) Social and cultural
d) Political and legal
e) Technological
a) The demographic environment of marketing studies is a scientific study of human

beings, populations and distribution. Quantitative elements such as sex, education,
occupation, income, etc are also studied here.
b) The people constitute only one element of a market. The second essential element
of a market is purchasing power and willingness to spend by people. Then only
comes the effective demand. That is why the economic conditions play a significant
role in marketing.
c) Social and cultural forces usually influence the welfare of a business concern in
long run. The society is ever changing. New demands are oriented and old ones are
in due course. Hence marketing management is called upon to mark necessary
adjustments in marketing plans in order to fulfill new social demands.
d) Political and legal forces are important in marketing services, activities and
operation of business enterprise. Marketing systems are affected by government’s
monetary and fiscal policies, import export duties and customs duties, anti-
pollution lawn etc.
e) Consumer purchases and the manner in which they are consumed reflect a society’s
life style. Technological forces help to shape changes in the style of living of
consumers. Marketing management with help of technology can create and deliver
standards, and style of life. It has responsibility of relating, changing life style
patterns, values and changing technology to marketing opportunity for profitable
sales to particular market segments.

2) Buying is procurement of goods or services for eventual resale to the

consumers or industrial users:
Different functions are:
a. Planning purchase of goods
b. Contractual function
c. Assembling
d. Negotiation
e. Contractual
a) Planning purchase of goods :- It Implies planning of purchases for the
organization or consumers.
b) Contractual function:- Is concerned with searching for and determining the
sources of supply and establishing and maintaining contacts with them.
Establishing of relationship is with view to earn name and fame.
c) Assembling:- It means bringing together to collecting a large amount of similar
goods and many producers for resale in a single region. Assembling and buying
are not one and the same.
d) Negotiation:- It brings together goods of same type from different source
where as buying involves purchase of variety of product.
Getting together of business buyers and suppliers with a view to discuss the
contents of contracts as the price, payments, quality can be said as negotiation.
e) Contractual:- It entering into contract to buy is end of buying function. The
provision of sale of goods act with which we operate the business to protect the
will and interest of parties of business. It binds both parties to that aggrieved
party to get justice for breach of contract by other.

3) Methods of buying
Buying is the basic of marketing activity. Good buying can be defined as
buying at right price. There are different methods of buying namely.
a) Concentrated buying: if purchases are confined to a very few sources of supply, it

is concentrated buying.
b) Diversified buying: when a buyer decides to buy good required from a large
number of suppliers it is known as diversified buying.
c) Reciprocal buying: the main idea of this is that the purchases are mutual i.e. “you
buy our products, than we buy your products”.
d)
4) Market potential:
Current and future market demands are determined by analyzing the entire
environmental factor affecting marketing process. The two way of estimating demand are:

Area market potential:

It is demand that exists for a particular product or service in it particular area of
market. Say jaynagar in Bangalore or sanjaynagar in Bangalore etc.
 In market planning we use marketing information to assess the situation. We use to

select specific marketing targets in form of market segments. For each segment or
diversion of the market formulate a combination of number of devices or types of
marketing activities that are coordinated into a single marketing program to reach a
particular target market segment. The combination of these is marketing mix. The
basic marketing mix is blending of four inputs, which form core of marketing
system.
They are:
a) Product mix: Product mix is the thing possessing utility. It has four main
components namely product range, after sales service, brand and package.
b) Price mix: Price is the valuation placed upon the products by offered. It has to
cover pricing, discounts, allowance and terms of credit. It mainly deals with
price competition.
c) Place mix: Distribution is the delivery of product and right to consume it. It
includes channels of distribution, transportation, and ware housing and
inventory control.
d) Promotion mix: Promotion is the persuasive communication about the
product by offer to the prospect. It covers advertising, personal selling, sales
promotion, publicity, public relations, and exhibition of demonstrations used in
promotion. Largely it deals with non-price competition.

5) Market consists of buyers and buyers differ in one or more respect. They may differ
in their wants, purchasing power, geographical location, buying attitudes and
practices. These variables are the main causes of market segmentation. Hence it is a
method of achieving maximum market response from limited marketing resources.
The different segmentations are:
Geographic segmentation: Geographic location is usual and popular basis for market
segmentation. Further distinction as rural and urban markets, city and suburban markets etc
also form geographic segmentation.
Demographic segmentation: Demography is study of population. Demographically

characters such as sex, age, marital status, number and age of children, place of residence,
mobility, income, education, occupation, family life cycle, social class, culture etc., make
the base of demographic sub culture.
Psychographic segmentation: Here buyers are divided into different groups on the basis
of social class, life style and for personality characteristics. People within same
demographic group can exhibit very different psychographic profiles.

While managing a product, managers are generally interested in obtaining as

estimates of the market size of an aggregate level (that is for all competitive brands). Under
certain assumed business conditions in particulars sales potential refers to the maximum
possible sales opportunity of the product marketed by a company. Where applied to
geographical areas .It means the maximum sales volume, which could be generated by
buyers in the area for the some stated period. Area potential can be expressed both in
absolute terms and as a percentage of the total market. Generally, the sales forecast is
lower than the market potential, because a company may be constrained by resources or
other places or priorities. Since most products are similar to a no of others, consumers
often engage in considerable in the development of potentials. The decision on whether to
include or exclude closely related substitutes would often have a pronounced effect on
estimated sales potential. For example in considering the relative sales potential for canned
peas one would have to consider the possible sales of fear frozen peas, since the two can be
viewed as close substitutes for each other.

Market potential and sales forecasts are not the same things, although the two are
sometimes used interchangeably, Market potential typically refer to total sales possibilities.
Several different potentials may be considered depending on what conditions are assumed
one potential could have to do with the conditions of use for example the amount of tooth
paste that would be used if all persons using toothpaste, brushed after every meal. Another
potential could be one based brushing only once a day, and so on. Thus the word potential
has specific meaning only in terms of the assumptions used when making the calculations
Traditionally market was a physical place where buyers and sellers gather to buy
and sell goods.
According to Phillip Kotler, Market is “An area of atmosphere for a potential

exchange”.
A marketer is someone who seeks a response (attention, a purchase, a vote, a

donation) from another party, called prospect, If two parties are seeking to sell something
to each other, they are called
Marketing has been described as “the art of selling products” Marketing is the process of planning
and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create
exchanges that satisfy individual and organizational goals.
“It is the limit approached by market demand as including market expenditures

approach infinity for a given marketing environment”

METHODS OF MEASURING
MARKET POTENTIAL:
Different methods were used to estimate market potential. They are known as the:
1. Direct method
2. Correlation method
1) DIRECT METHOD:
In the direct method data on the actual product for which one wishes to estimate the
potential is used. The correlation method is used. The correlation method makes use of
data related to but different from the product at hand for example in direct method a
company used a total including sales figures to estimates efforts are changed ,the sales
figure are also likely to change. Thus this method may suggest subjective production based
on some assumption about business conditions and competitive activities
2) CORRELATION METHOD:
This method of measuring market potential is based on the data idea that there is
some association between sales and another variable called a “Factor” for example
population size is a good general factor that helps in estimating the sale potential for
numerous products. As such many statistical technique are now available to measure the
degree of association between sales and the market factor. For instance and automobile
company was interested in finding out the market potential of spare parts for its vehicles
market in different regions. It is a reasonable to collection of fresh data. So as to arrive at
a genuine conclusion of there by suggest a practical solution.
The primary data for the survey were collected from the respective target audience.
The questionnaire method was used to obtain primary data. The questions were
made simple as the brand to assume that the demand in any area is closely related to the no
of vehicles in the area. The application of this method based on hypothetical data.

Defining Sales Territories:

A sales manager typically tries to develop sales territories that are equal in sales
potential and in work load so that each salesman has an equal opportunity to make sales. A
study of the literature in the field found that four territorial characteristics were typically
used in defining territories. Market potential was used in every case which concentration
dispersion and work land were used to less digress. Potential was found to have a positive
effect on sales in almost all instances and concentration the extract to which potential was
concentrated in a few accounts also tended to have a positive relationship to sales.
Geographical dispersion and work land (defined as No of accounts) where not found to be
strongly related to sales, but this may be partially the result of the fact that only proxy
measures were available to measure them.
Setting Sales Quotas:

Sales quotas should be set after market potentials have fun derived and sales
territories established. The potential for each territory is then known, but sales quotas must
also consider fast sales performance changes to be made in the amount of supporting sales
effort during the coming year and anticipated activities of compotators. Quotas are usually
set for such sales territory and for each sales representative. They are ordinarily not the
same as potentials are even of the same relative size. One market may have twice the
potential of another but may have local competitors that look the market potential of a
consumer Non-durable, data was collected from different sales territories. Percentage
distribution was used as a measure of the relative potential that existed in each of the
territories. These percentage figures were then used to estimate the potential for each
territory.

The principle advantage of using total industry sales to measure market potential is
that the actual sales data is used which make the method easy to operate often, it is difficult
to obtain correct sales figures for an industry. This method will fail to offer reliable
estimates when the market undergoes frequent changes. Here past sales are used to
indicate market potential. Which tacitly consume, certain sales efforts. If these sales take
so large a share that a given firms quota may be smaller than in are area which less
potential.
Sales quotas set in light of sales potentials furnish a much better basis for
measuring the efficiency of sales representatives than do quotas set by the old role of
thumb.
Company Sales Potential:

Company sales potential is the sales limit approached by company demand as
company marketing efforts increases relative to competitors. The absolute limit of
company demand is, of course, the market potential. The two would be equal it the
company achieved 100% of the market. In most cases, company sales potential is less than
market potentials even when company market expenditures increases considerably relative
to competitors. The reasons that each competitors has a hard core of loyal buyers who are
not very responsive to other companies efforts to woo them.
Total Marketing Potential:

Total Market potential is the maximum amount of sales that might be available to
all the firms in are industry during a given period under a given level of industry marketing
effort and given environmental conditions. A common way to estimate total market
potential is a follows. Estimate that potential no of buyers times the average quantity
purchased by buyer times the prices.

Area Market Potential:

Companies face the problem of selecting the list territories and allocating their
marketing budget optimally among these territories. There fore, they need to estimate the
market potential of different cities, states and nations. Two major methods of assessing
area market potential are available, the market build up method, which is used primarily by
business marketers and the multiple factor index methods, which is used primarily by
consumer marketers.
Collection of Fresh Data. So as to arrive at a Genuine conclusion and there by

biggest a practical solution.

CHAPTER-III
COMPANY PROFILE

CHAPTER-III
COMPANY PROFILE
BACKGROUND OF MRF:
The history of MRF begins with the story of its founder, the late Mr. K.
C.MammenMapillai a versatile genius who was the source of inspiration and a Beacon
light to many industries in India.
KCMM's first venture, the newspaper ‘Malayalam Manorama' was started 100
years ago. From newspapers, he shitted to Banking. With a modest capital he started
‘Travancore Central Bank'. The bank recorded rapid growth and within a few years had 65
branches. Meanwhile, he invested successfully in plantation in Kerala and Karnataka.
KCMNl soon ventured into the tobacco industry to manufacture a special brand of
cigarettes. Imperial Tobacco w ho enjoyed a monopoly in the field reacted sharply and cut
their process drastically. KCMNl was compelled to wind up his cigarette venture. It was a
rare failure. His son Mr. K.M Mapillai opened a Balloon Factory, from there started
making rubber and later tyres. He then opened a research centre in Thiruvananthapuram.
The main head office of MRF Ltd. is situated in Chennai.

Today MRF is into a league of its own with: manufacturing plants in India located
in Tiruvottiyer andArakonam in Tamil Nadu, Kottayam in Kerala, Ponda in Goa, Medak
inAndra Pradesh, and the most recent one in the territory of productivity.
A distribution network of over 2,500 outlets in India.Overseasoffices in United

Arab Emirates, Bangladesh and Vietnam Exports to over 75 countries worldwide.
MRF enjoys the highest brand preference for their high quality and durability. MRF
leads the Tyre industry in India with the largest market segment in almost every segment.
MRF has consistently been chosen for the first fitment on almost every new car launched
in India, since 1984.
In addition, MRF manufactures conveyor belting in collaboration with Pirelli of
Italy, advanced polyurethane paint systems, tyre machines in collaboration with Abex of
USA, and MRF’s subsidiary, funskool, manufacturing toys in a joint venture with Hasbro
of USA. MRF is the only tyre company that manufactures pre-cured rethreading rubber
which is sold and serviced throughout India by Company-selected and closely supervised
franchisees.
MRF operates India’s largest motor-racing commitment, where it is the winner of

more rallies and races than any other company in India. This race / rally commitment acts a
rich and vibrant test-base where the performance Of MRF tyres are tested in vigorous
competition with other tyres. MRF is the first Indian company to produce formula Tyres
for the formula cars.
MRF is also widely associated with world class sporting events. And from this
sporting dedication, was bom an extraordinary commitment - the MRF pace foundation. It
is a unique institution, with the legendary Dennis Lillie of Australia as its Director. The
pace foundation’s mandate is to scientifically train and produce world class bowlers for
Indian and international cricketing nations. The foundation had already contributed several
pace bowlers to the Indian cricket team and it now regularly receives trainees nominated
by various other countries, as well as established stars who want to perfect their fast
bowling skills.

Objectives are:
1. To determine the Market potentialMRF tyres in Gulbarga Tyres, Kalaburagi
city.
2. To find out the attributes which creates customer satisfaction among MRF tyre
users in Gulbarga Tyres, Kalaburagi .
3. To find out the satisfaction level of the customer with the MRF tyres.
4. To find out valuable suggestion form the customer.

BRIEF DETAILS ABOUT MRF PLANTS :
TIRUVOTTIYUR (TN):
This is the first plant of MRF started on a small scale in 1963 withhand made machines for
manufacturing of tyres and expanded gradually. OTR (off the road) tyres used in mines are
manufactured besides Two wheeler and passenger segments.
KOTTAYAM (KERALA):
This plant was started in 1975. This plant is the home plant doing the mixing of stocks and
supply to all other plants. Truck/two wheeler segments are manufactured in this plant.
PCTR -Procured tread rubber is also produced here.
POND A (GOA):
MRF plant in Goa was started in the year 1971 at Usgao, adjacent to the National
Highway NH 4. The production commenced on Sep\ 29th \ 1971. Initially, the production
was limited to cotton fibers and flap’s but over a period of time, the MRF Goa unit has
grown into a vast organization for manufacture of truck tyres/ tubes employing a total of
1750 people as on date thus providing employment to a large number of people in Goa.
In MRF Goa unit the production department is the main department. The Head
Office Chennai mostly carries out the marketing function. The marketing team forecasts
the demand and then divides total amount of tyres required for the year based on the
capacity of each plant.

The productivity of Goa unit is give below:

Average Tyres of 3700 per day.
Average Flaps of 3490 per day.
Average Tubes of4000 per day
It is one of the six plants which boasts of the largest turnover of about 1400 crores. It is
employing around 1150 workmen, 300 staff and 300 trainees.
The Marketing department which is situated at the head office in Chennai forecasts the
demand for the tyres required to be supplied to all dealers and franchisee’s and then gives
the order for the production of tyres to all its plants which manufacture different
sizes/types of tyres.
The plant is so well located around the river bed of Mandovi that it does not face any
problems of being isolated from other industrial areas. Here the water supply is continuous
to the plant with a pressure of 100PSI which is much more higher than required. The
electricity supplied to the plant is always regular and the power cuts to MRF Ltd is very
low due to the high volume of production that takes place here. The government of Goa
supplies electricity to MRF Ltd at the best subsidized rates it could ever give to a super
large scale industry.
MRF has now undertaken the art and the challenge of producing tyres for heavy earth
movers like Bulldozers, Crane’s & special tyres for aircrafts which include the famous
Cheetah & Jaguar helicopters of our Indian Air Force.
MRF Goa & Arkonam plants have achieved milestone in becoming a “TPM” certified
company by japanese institute of management:

ARKONAM (TN):This plant was started in 1973. The major Passenger radial and bias
tyres /two wheeler segments are manufactured here. Besides this is the only plant carrying
out the Conveyor belting process in MRF.
MEDAK (AP):This plant was started in 1991. They have a product mix of all
truck/passenger/two wheeler/OTR/PCTR segments and is contributing the highest turnover
of all the other MRF plants.
PONDICHERY: This is the 6th plant of MRF started in 1998. The major segments like
Truck radials/passenger segments are manufactured here.
MILE STONES OF MRF:

1946: K.MammenMapillai opened a small toy balloon-manufacturing unit in a shed at
Tiruvdttiyur, Madras (Chennai).
1949: Although the “factory” was just a small shed without any machines, a variety of
products ranging from balloon and latex-cast squeaking toys to industrial gloves and
contraceptives, were produced. During this time, MRF established its first office at 334,
ThambuChetty Street, madras (now Chennai), Tamil Nadu, and India.
1952:- MRF ventured into the manufacture of tread rubber. And with that the, first
machine, a rubber mill, was installed at the factory. This step into tread-rubber
manufacture was later to catapult MRF into a league that few had imagined possible.
1955:- MRF soon became the only Indian-owned unit to manufacture the superior
extruded, non-blooming and cushion-backed tread rubber, enabling it to compete with the
MNC’s operating in India at that time.
1961:- With the success achieved in tread rubber, MRF entered into the manufacture of
tyres. MRF established a technical collaboration with the Mansfield Tire & Rubber

Company of USA. Around the same time, it also became a public company. It set up a
pilot plant for tyre manufacture at Tiruvottiyur, Madras (now Chennai).
1963:- On June 12, 1963, India’s First Prime Minister, Late Pandit Jawaharlal Nehru laid
the foundation stone for the Rubber Research Centre at Tiruvottiyur to commemorate the
inauguration of the Tiruvottiyur factory.
1967:- MRF became the first Indian company to export tyres to USA - the very birthplace
of tyre technology
1980;- MRF entered into a technical collaboration with the B.F.GoodrichTyre Company of
USA, which was involved with the development of tyres for the NASA space shuttle.
1984:- Sales crossed INR Two Billion. MRF tyres were the first tyres selected for fitment
into the Maruti Suzuki 800 - India’s first small, modem car.
1987:- MRF crossed the INR three billion mark, becoming the No.ltyre company in India.
MRF Legend, the premium nylon car tyre was introduced.
1988:-The MRF PacoFoundation wan net up, with international pacc bowler, Dennis Lillee
as its Director. Not long thereafter, paccbowlerM trained at the Foundation were selected
for the Indian Cricket Team.
1989:-MRF launched the MRF ZigrtuiCC Radial together with the MRF World Series
Cricket Tournament for the Jawaharlal Nehru Trophy. The Chief Minister of Tamil Nadu,
Dr. M.Karunanidhi, awarded MRF the Special Export Award. MRF also opened the MRF
Tyredome, India's first tyre company-owned wheel care complex at Madras (now
Chennai).

1993:-K.C.MammenMapillai was awarded the Padmashri Award of National Recognition

for his contribution to industry - the only industrialist from South India to be accorded this
honour. MRF also became the first tyre company in India to cross the INR 10 billion mark.
1996:-In the Golden Jubilee year, MRF’s turnover crossed the INR 20 billion milestone.
1999:-MRF was declared the most ethical company by “Business World” magazine.
2000:- MRF launched the Smile campaign on Indian roads.
2011:- MRF commissioned its 8th plant for the production of conventional tyres in
Trichy(TN).
2013:- MRF's Aero Muscle becomes the only Indian tyre to be chosen for the legendary
fighter jet - Sukhoi 30 MK
2020:-MRF FY20 profit rises 25% to Rs 1,422 crore; govt's restriction on tyre import to
help industry
2021:-FIA European Rally | MRF Tyres team takes second place
2021:-Presently MRF is working on fuel-efficient tyres. Rolling resistance is important in

the context of new emission standards. We are working on it and also trying to use nano
technology in our product development,” KM Mammen,
2021:-MRF the radial and bias tire manufacturing technologies is creating significant
potential for automotive tire
The Board of MRF Limited has committed to spend a sum of Rs.25 crores to support
various initiatives to address the exigencies arising out of the COVID pandemic.

COMPANY LOGO:
The mere mention of the word ‘MRF’ is bound to bring the muscleman
to the mind of Indians. The Muscleman was born in 1964, soon after
MRF began manufacturing tyres. Over the past 33 years, it has evolved
from a mere corporate mascot to a symbol of strength, reliability and
durability -embodying the very quality of the tyres it represent.
The Robotic muscleman introduced in the mid-80s, a sign of the changing times.
His new appearance was silent evidence to the determined spirit that carried MRF across
the INR 20 billion mark. The muscleman’s appearance changed once again in 1996,
MRF’s golden jubilee year. He started appearing in full form, and came to be known
affectively as the MRFTyreman by motorists across India and 65 countries worldwide,
which have to come to rely on him for a safe and comfortable ride.
THE BIRTH OF THE MUSCLEMAN:

In the 1960’s, the Indian tyre market was completely controlled by the large multi-
national companies. Around this time MRF opened a tyre factory at Tiruvottiyur in Tamil
Nadu. With that, came the task of recognizing an appropriate corporate brand symbol: one
that would distinctly represent the company’s culture, and convey the same to everyone in
a country of varied languages and cultures.
In this process of developing suggestions for the symbol, some enterprising

employees conducted an informal market survey, interviewing people from all over the
country about their expectations from a good tyre. The responses ranged from the dull to
the average. But one day, a truck driver at a roadside dhaba (makeshift eatery) somewhere
in Western India hit upon the right idea when he said, “A good tyre should have all the
qualities of a pahalwan (strong man)”. And from this simple statement, the muscleman was
born.

NATURE OF BUSINESS:
MRP Ltd is a manufacturing company. It manufactures tyres to various
automobiles.
These are the following products produced by them:
 Tyres
 Tubes
 Flaps
VISION AND QUALITY POLICY:

VISION MRF:
MRF will be a significant global player delighting customers worldwide through
 Leadership in technology
 Excellence in manufacturing
 World class systems
Driven by a team of motivated high performers and committed staff, to achieve

profitable growth.
QUALITY POLICY OF MRF:

 Is to maintain market leadership through continuous quality improvement.
 To achieve this goal, all the MRF plants and the corporate office shall pay
perticular attention to the following
 Product/process improvements by field /plant performance monitoring and prompt
service to the customer.
 Up gradation of machinery to meet the increasing needs of the customers.
 Continuous training of all the employees in order to acquire necessary skills and
knowledge.

 At the plant level, the respective senior general managers/general managers are
assigned the responsibility of earring out the quality system by collaberating with
corporate functions.
PRODUCT PROFILE:
These are the following products produced by them:
Tyres
Tubes
Flaps
PRODUCT
TYRES
Two–Wheelers,
Passenger cars,
Trucks, Buses,
Tractors,
Light Commercial Vehicles
Off–the–roadtyres. The major products include MRF Nyogrip for bikes, MRF
ZVTs and MRF Wanderers for cars and SUVs, MRF Meteor all terrain tyres, MRF Steel
Muscle for trucks and buses.[

DESCRIPTION OF MRF - 2 WHEELER TYRES - ZAPPER C - 120/80 R17 (61P)

TUBELESS
How to Measure your Two-Wheeler Tyre
MRF NYLOGRIP
Benefits Features
• Better stability • Front
Fitment
• Directional •
Unique tread pattern
• Extended shoulders •
Sharp cornering capability
• Round profile • Good maneuverability
• ‘Sticky’ compound • Good traction

MRF - 2 Wheeler Tyres - Zapper C - 120/80 R17 (61P) Tubeless

SELLING PRICE 3000
MRF - 2 Wheeler Tyres - Nylogrip ZPR-C N6 - 3.00-18

PASSANGER CAR TYRES
ZVRL
FEATURES
 Aggressive block pattern Computerized tread pitch sequence
BENEFITS
 Good for On/Off Conditions
 Quitter Ride
LENGTH OF THE PRODUCTS AVAILABLE SIZES

• 245/70R16111S ZVRL TL
• 265/70R15112S ZVRL TL

ZVTS
AVAILABLE SIZES
• 145/80R1274S ZVTS TL
• 155/70R13 ZVTS TL
• 155/80R13 ZVTS TL
• 165/65R13 ZVTS TL
• 165/80R13 ZVTS TL
• 175/65R1482T ZVTS HTL
• 175/70R1484T ZVTS YTL
• 185/60R14 ZVTS TL
• 185/65R1384H ZVTS TL
•185/60R14 ZVTS TL
• 185/65R1384H ZVTS TL
• 185/70R14 ZVTS
• 205/60R1387H ZVTS

ZSPORT
FEATURES
 Receptive steering response
 Low profile design for robust cornering power
 Precise handling
 Superior dry/wet braking
BENEFITS
 Cruise with minimal steering or change lanes with precision with predictive
responses to steering input
 Stay in complete control when rounding corners with superior handling
 Treads designed to enhance your grip in all weather condition
AVAILABLE SIZES
• 205/ 55 / R15 88H TL
AVAILABLE FOR
• FIAT: LINEA / PUNTO
• FORD: FIESTA NEW / FUSION
• GM: OPTRA MAGNUM
• HONDA: HONDA CITY (Model 2014 & 2008) / JAZZ
• HYUNDAI: VERNA FLUDIC
• MARUTI: ERTIGA / SWIFT / DZIRE/ CIAZ SKODA: RAPID

ZGP TT
FEATURES
Bold block tread pattern
All-terrain tread compound
BENEFITS
Excellent even on rugged terrains
Enhanced breaking and stability
AVAILABLE SIZES
• 205/70R1498S ZGP TT
• 215/75R15 ZGP
• 235/70R16 ZGP TT
• 255/70R15 ZGP TT
• LT235/75R15 ZGP

Truck tyres
M-77
FEATURES
 Angled shoulderlug& groove for better tyre life
 Strong casing for better retreadability
BENEFITS
 Sinusoidal centre rib for better rib life and uniform wear
 Heavy intermediate ribs for extra mileage
AVAILABLE SIZES
• 9.00-20 16 PR
• 10.00-20 16 PR
• 11-20
• 12-20
• 12-24

S1T4
FEATURES
 Strong casing for beterretreadability
 Balanced rib type design to give excellent mileage
BENEFITS
 Unique tread pattern design minimizes side sliding on wet road
AVAILABLE SIZES
8.25 R 20 PR
9.00 R 20 PR
MRF TYRE BRAND:

1) MRF brands are market leaders in almost every segment.
2) Thecountries largest selling TRUCK tyres- SUPERLUG
3) The countries largest selling TRACTOR tyres- SHAKTI
4) Thecountries largest selling RADIAL tyresZIGMA ZVTS
5) The countries largest selling TWO WHEELAR tyres- NYLO-GRIP
6) The countries largest selling CONVENTIONAL CAR tyres- LEGEND

MRF RANGE OF PRODUCTS:

1) Tyres (radial/bias tubeless & tube type)
2) Inner tubes & flaps
3) Trrad rubber, Pretreads
4) Tyre repair materials
5) Conveyor belting
6) Toys (fun school)
7) Paints (vepoure)
8) Sports goods
AREA OF OPERATION:
MRF manufacturing plants in India located in Tiruvottiyur and Arakonam in Tamil
Nadu, Kottayam in Kerala, Ponda in Goa, Medak in Andhra Pradesh, and the most recent
one in the union territory of Pondicherry.
A distribution network of over 2,500 outlets in India.

Overseas offices in United Arab Emirates, Bangladesh and Vietnam
Exports to over 75 countries worldwide.
OWNERSHIP PATTERNS:
MRF LTD is a Private limited company.

Board of directors
Name Designation
K M Mammen Chairman and Managing director
K M Philip Whole Time Director
Ashok Jacob Director
Vijay R Kirloskar Director
Ranjit I Jesudasen Director
Salim Joseph Thomas Director
ArunMammen Managing Director
K C Mammen Director
V Sridhar Director
N Kumar Director
S SVaidya Director
COMPETITORS:
Major competitors in market are
1) Apollo Tyres
2) BalkrishnaInd
3) JK tyres & Ind
4) Ceat
5) TVS Srichakra
6) PTL Enterprise
7) Elgi Rubber
INFRASTRUCTURE:
1) Canteen facility
2) Medical centre
3) Training centre
4) Fire detection and suppression
5) Transportation facility

ACHIEVEMENTS/ AWARDS:
2001;-Won the JD award for the first time amd won APSC Rally with its Rally Team
2003;- MRF registers its second APRC victory.
2005;- MRF wins its third APRC rally.
2007;- MRF made a turnover of 1 Billion Dollars.
2008:- MRF crossed Rs.5000 Crores turnover. Both Goa and Arkonam Plants were
awarded the prestigious TPM award by Japanese Institute of Management
2011;- MRF commissioned its seventh Plant at Ankanpally
2011;- MRF commissioned its 8th plant for the production of conventional tyres in
Trichy(TN).
2012;- MRF commissioned its 9th plant in Trichy (TN) solely for themanufacture of
Radial Tyre
2013;- Won the JD power award for the 10th time.
2014;- Won the JD power award for the 11th time.
2014;- MRF wins the APRC Championship for the 6th time
2015;-MRF breaks into Forbes India's Super 50 list of the best companies in India.
2016;- MRF wins the JD Power Award for a record 12th time in 16 years!
2017;- MRF jumps 5 rankings to garner a spot in the coveted list of Super 30 Companies
in India.
2017;- MRF climbs higher in the global rankings, to make it to the list of Top 15 Tire
Companies.
2017;- MRF featured in the esteemed Brandz list of Top 50 Valuable Indian brands.
2017;- MRF claims a position in Business World’s list of the Fastest Growing Companies.

2017;- Gaurav Gill of Team MRF claims the Coffee Day Rally and with it his 3rd APRC
crown.
2018;- The JD Power Award comes home for the 13th time

WORK FLOW MODEL:

FUTURE GROWTH & PROSECTS:

The MRF has now undertaken the art and the challenge of producing tyres for
heavy earth movers like Bulldozers, Crane’s & special tyres for aircrafts which include the
famous Cheetah & Jaguar helicopters of our Indian Air Force.
Company has already has taken expansion in other plants and also in Goa plant.
New plant, green field project Trichi is underconstruction. Meddiak MRF project has to
achive turnover of 10000 crores by year 2011, as of now having turnover of 2600 crores,
with expansion project.
MCKENSY’S 7S FRAME WORK:
The above figure illustrates the multiplicity interconnectedness of elements that

define an organization's ability to change. The theory helped to change manager's thinking
about how companies could be improved. It says that it is not just a matter of devising a
new strategy and following it through. Nor is it a matter of setting up new systems and
letting them generate improvements.

7S model is an anthropological way to understand culture. The model shows that corporate
success requires the development of both the hard Ss (strategy, structure, and systems) and the soft Ss
(style of leadership, skills, stakeholder values, and shared values)
The 7S are:
Structure:
The framework in which the activities of the organization's members are
coordinated. The four basic structural forms are the functional form, divisional structure,
matrix structure, and network structure.
Skills:
What the company does best; the distinctive capabilities and competencies that I
reside in the organization.
Skill implemented in MRF has been divided into 3 levels. They are
Levels Occupations Qualifications
Top level Managers, CEO, Chairman MBA, M.Tech, MCA
Middle level HOD’s, Assistant Managers, Supervisors LLB, B.com, B.E
Lower level Labours, Helpers and etc ITI, Diploma, PUC II
Style:

The leadership approach of top management and the organization's overall

operating approach; also the way in which the organization's employees present themselves
to the outside world, to suppliers and customers.
Strategy:-
The route that the organization has chosen for its future growth; a plan an
organization formulates to gain a sustainable competitive advantage...More
System:-
The formal and informal procedures, including innovation systems, compensation
systems, management information systems, and capital allocation systems, that govern
everyday activity.
Staff:-
The organization's human resources; refers to how people are developed, trained,
socialized, integrated, motivated, and how their careers are managed.
Shared values:
Originally called super ordinate goals; the guiding concepts and principles of the
organization - values and aspirations, often unwritten - that go beyond the convention a
statements of corporate objectives; the fundamental ideas around which a business is built;
the things that influence a group to work together for a common aim bureaucratic
Structure: MRF organization has a bureaucratic structure that has highly task achieved
through specialization, formulized rules and regulation, task grouped into functional
departments and decision making that follows the chain of RSI Thus the main advantage of
this structure Is that it helps to perform standardized activities in a highly effective manner,
thus resulting in economics of scales.

Work Specialization: MRF truly believes in work specialization where in the work
in the organization is divided into separate units where in each employee are skilled and do
a specific job thus doing it very effectively and efficiently.
Chain of Command: MRF has an unbroken line of authority tat extends from the
top of the organization to the lowest and clarifies that who reports to whom. Each manager
is given a degree of authority in order to meet his or her responsibilities. Thus the authority
enables the [managerial position to give orders and to expect the orders to be obeyed.
DEPARTMENTS IN THE ORGANIZATION

1) Operation/Production Department.
2) Quality department
3) Human Resource Department.
4) Finance Department.
5) Shipping Department.
6) operation /Production Department
Production department is the main department:

Production department is thw main department where the raw materials are
converted into goods. At MRF Ltd production department is well planned and adequately
equipped l7& manufacturing set up where the entire necessary infrastructure is available.
The quality product almost depends on the production department.
Human Resource Department:

The Human Resource Department of the organization is well developed and
maintained. 'They follow the method of direct appointment of the employees who seek for
jobs. Selection of the employees is on the basis of vacancies available.. They also provide
the new joined employees with an induction program.

They also provide the employees with the basic training and they are appointed for.
The basic training includes the following:
 Process knowledge
 Communication to subordinates
 Safety knowledge
 Manpower handling
 Quality parameter
 Record maintenance
 Inventory maintenance
 Purchase maintenance
 Certification knowledge
Quality Department:
A stringent quality control procedure is followed at MRF. The Quality control
activity has been ably supported by top class testing instruments in the well equipped,
Material testing Laboratory.
Finance Department:
Finance department is one of the important sec tor in any organisation. p|mctions
that are carried out by finance department of MRF (Goa unit)
Payment of bills: Finance dept need to check, varify and finally pay the bills right
from transportation bills to telephone bills.
Salary and wages: Need to pay employess and workmen. Maintenance of records,
maintain the records in such a way that they can be produced as an when required. Daily
transactions’ like payment to labours and supplier.

Shipping Department:
MRF maintains a separate storage department. The storage department can store the
produce of 3 days. The products are checked before they are shifted to the shipping
department and also rechecked before they are dispatched.
SKILL:
Skills include those characteristics that a company feels the employees must posses
to carry out the work efficiently as well as effectively in key positions.
Sl. No. Skill Title of the training

1. Leadership Decision making tools
Counseling Techniques
Building Term Spirit/Term Management
Corporate Communication
Strategic planning –Long Term &Shop
Term
2. Managerial Time management –Basics
Problem solving techniques
Presentation skills
People Management
Conducting review meetings
Process improvement
3. Technology Computer knowledge –Basics
Enhancing productivity
4. Administration/ Preparation of commercial documents
Finance Inventory control
IT Training on last versions of entry Tax
STYLE:
Style of management refers to how the management collectively manages the
functioning of various departments and how much importance is given to the employees in
decision making. Style impacts the norms people follow and how they work and interact

with each other and with customers. It also shows how managers spend their time in taking
care of his subordinates’ requirements and also the attention on the working of the
subordinate. It also refers to pattern of action among the employees in the organization.
STYLE ADOPTED BY THE ORGANIZATION:

A) Top down approach:
Planning, Decision making, delegation of work, and other procedural aspects are
done as per ‘Top Down’ approach. The employees are required to follow the rules and
regulations of the company and these policies are strictly implemented.
B) Participative:
The subordinates are encouraged to talk to their heads about any topic at any time.
While setting targets the superior and subordinates sit together, discuss and decide on the
targets for the day. The employees are also free to express their opinions about the
organizations working to their heads who then forwards to the concerned department. This
aspect clearly shows that the management is allowing the ’Participation’ of employees in
the overall development of the organization.
The best example for this is that the management is providing prizes for the best
suggestions given.

STRATEGY:
Strategy refers to the determination of the purpose and the long term basic
objectives of an enterprise, and the adoption of courses of action and allocation of
resources necessary to achieve these aims.
 Strategy is a plan that an organization formulates to gain a sustainable advantage
over the competition. Strategy is an art of devising and employing a system of
activities that mobilizes all resources towards the goal. In other words, the route
that the organization has chosen for its future growth; a plan and organization
formulates to gain a competitive advantage.
 Strategy to bridge the gap between customer needs and availability of raw material.
 Strategies to retain the customers or maintain good relationship with the customers.
 Strategies for reducing defects accidents and break downs.
SYSTEM:
 Material issue system: FIFO
 ABC technique for engineering goods.
 Use of SAP ie.System Application and Product in Data Processing software that
stores the data. It is centralized software used in all units of MRF. Using SAP at
any movement position of party, receipt and payment, pending bills and other
information can be accessed.
STAFF:
The manpower in the organization has been divided based on the responsibilities
and also on the basis of their functional departments

ROLES AND RESPONSIBILITIES OF VARIOUS STAFF WORKING

Roles and Responsibilities Of General Manager
 Plan for business development.
 Is responsible to set responsibility and authority for all functions .
 To conduct the management review meeting
 Growth of the company through team work, value addition and relationship
building
Roles and Responsibilities Of Operation Head

 Is responsible for production planning.
 Is responsible to achieve the production plan quantity.
 To check the raw material availability.
 To maintain the production records.
 To ensure smooth flow of production.
 To maintain good housekeeping in production area.
 Identify the training requirements for employees
 Maintain training records
 To ensure the work safety during production
 To maintain records related to statutory & regulatory requirements (R).
Roles And Responsibilities Of Quality Manager

 To monitor the process parameter as per quality plan.
 Isresponsible preparation of quality plan for incoming, in process/ final.
 Isresponsible for carrying the rejection analyses.
 Isresponsible for safe handling of instrument.
 Isresponsible for continual improvement of product quality.
 Responsible for process monitoring.
 Responsible for customer complaints

Roles and Responsibilities Of Finance Manager

 Is responsible for sales invoicing
 Is responsible for preparing the annual reports of the company
 Is responsible for making payments for materials purchased
 Is responsible for preparing salary sheets
Roles and Responsibility Of Stores Manager

 Is responsible to issue the raw material for production.
 Is responsible for preservation for raw material & customer-supplied items
 To carry the physical stock verification every month
SHAREDVALUES:
 System based on. transparency and trust.
 Long term relationship with the Customer.
 High concern for quality, safety and work environment
 Achieving organizational growth through excellence.
 Maintenance of contract.
 Disciplined and systematic working

SWOT ANALYSIS:
SWOT Analysis refers to strength, weakness of the company and opportunities,

threats in the externalenvironment. Following is the SWOT Analysis of MRF Ltd.
Strengths:
 Leading manufacturers of tyres all over India.
 Good infrastructure well equipped imported machines with best technical staff.
 Corporate social responsibility is maintained resulting ingood social status.
 Co-ordination between the departments and amongst theemployees is best.
 Timely supply of goods to the customers.
 Good supply chain management.
 Well networked dealers and loyal associations (on mutual understanding bases).

Weakness:
 Absenteeism among the workers in off seasons, weekends, etc.
 Breakdown of machinery acts as a major cause of worry to the Production
department/injury to the workers on the job site.
 Many competitor’s are on the rise in tyre industries.
Opportunities:
 Technological advancement will help in further development in production and
security measures.
 The government has focused on the development of infrastructure, particularly inter
(O) city roads. This development is favorable to the tyreindustry as it will
accelerate demand.
 Due to the goodwill of the company the sales growth per quarter is more
theexpected.
 The company is trying to produce Eco-friendly tyres with the help of the
Government.
 improvededucation and awareness among the students of near by villages which
will enhance the goodwill of the firm.
Threats:
 Competitors in the market like Apollo, JK tyre, Ceat etc..
 Retention of market share in North India is under pressure.
 Maintaining good quality products with competitive prices in the current market.
 Inferior Chinese tyres continue to enter into the Indian tyre market. These tyres are
priced
 low to attract customers. Whilst the government cannot stop import of Chinese
tyres due to bilateral trade agreement, the unfair trade practice should be checked
by higher import duties or anti dumping tariff.

CHAPTER-IV
DATA ANALYSIS AND
INTERPRETATION

CHAPTER-IV
DATA ANALYSIS AND INTERPRETATION
Table No.4.1:
Gender wise classification of respondents
Gender No. of Respondents

Male 87
Female 13
Total 100
From the above table it was found that 87 percent respondents were male, 13 percent respondents
were female.

Graph No.4.1:
Gender wise classification of respondents
100
87
90
80
No. of Respondents
70
60
50
40
30
20 13
10
0
Male Female
Gender
Male Female

Table No.4.2:
Age wise classification of respondents
Age No. of Respondents

Below 20 years 34
20-40 years 56
40-60 years 08
Above 60 years 02
Total 100
From the above table it was found that 56 percent respondents were belongs to the age group of 20-
40 years, 34 percent respondents were belongs to the age group of below 20 years 08 percent respondents
were belongs to the age group of 40-60 years and 02 percent respondents were belongs to the age group of
above 60 years.

Graph No.4.2:
Age wise classification of respondents
100
90
80
No. of Respondents
70
56
60
50
40 34
30
20
8
10 2
0
Below 20 years 20-40 years 40-60 years Above 60 years
Age
Below 20 years 20-40 years 40-60 years Above 60 years

Table No.4.3:
Qualification wise classification of respondents
Qualification No. of Respondents

Under graduate 17
Graduate 65
Post graduate 12
Others 06
Total 100
From the above table it was found that 65 percent respondents were graduate, 17 percent
respondents were under graduate, 12 percent respondents were post graduate and 6 percent respondents were
others.

Graph No.4.3:
Qualification wise classification of respondents
100
90
80
No. of Respondents
70 65
60
50
40
30
20 17
12
10 6
0
Under graduate Graduate Post graduate Others
Qualification
Under graduate Graduate Post graduate Others

Table No.4.4:
Occupation wise classification of respondents
Occupation No. of Respondents

Students 32
House wife 03
Business 27
Profession 21
Agriculturist 15
Other specify 02
Total 100
From the above table it was found that 32 percent respondents were students, 27 percent
respondents were businessman, 21 percent respondents were profession, 15 percent respondents were
agriculturist, 03 percent respondents were house wife and 2 percent respondents were others.

Graph No.4.4:
Occupation wise classification of respondents
100
90
80
No. of Respondents
70
60
50
40 32
30 27
21
20 15
10 3 2
0
Students House wife Business Profession Agriculturist Other
specify
Occupation
Students House wife Business Profession Agriculturist Other specify

Table No.4.5:
Monthly income wise classification of respondents
Monthly income No. of Respondents

Below Rs. 20,000 46
Rs. 20,000 to 40,000 37
Rs. 40,000 to 60,000 14
Above Rs. 60,000 03
Total 100
From the above table it was found that 46 percent respondents monthly income was below Rs.
20,000, 37 percent respondents monthly income was Rs. 20,000 to 40,000, 14 percent respondents monthly
income was Rs. 40,000 to 60,000 and 3 percent respondents monthly income was above Rs. 60,000.

Graph No.4.5:
Monthly income wise classification of respondents
3
14
46
37
Below Rs. 20,000 Rs. 20,000 to 40,000 Rs. 40,000 to 60,000 Above Rs. 60,000

Table No.4.6:
How long have you been using MRF Tyres
Using MRF Tyres No. of Respondents

0-2 years 15
2-4 years 38
4-6 years 44
More than 6 years 03
Total 100
From the above table it was found that 44 percent respondents were using MRF Tyres from last 4-6
years, 38 percent respondents were using MRF Tyres 2-4 years, 15 percent respondents were using MRF
Tyres from last 2 years and 3 percent respondents were using MRF Tyres more than 6 years.

Graph No.4.6:
How long have you been using MRF Tyres
100
90
80
No. of Respondents
70
60
50 44
38
40
30
20 15
10 3
0
0-2 years 2-4 years 4-6 years More than 6 years
Using Appolo Tyres
0-2 years 2-4 years 4-6 years More than 6 years

Table No.4.7:
Source of awareness
Source of awareness No. of Respondents

TV ads 37
Friends & relatives 56
Print media 05
Dealer networks 02
Outdoor publicity 00
Total 100
From the above table it was found that 56 percent respondents were aware about MRF Tyres from
friends & relatives, 37 percent respondents were aware by TV ads, 05 percent respondents were aware by
print media and 02 percent respondents were aware by MRF Tyres dealers network.

Graph No.4.7:
Source of awareness
100
90
No. of Respondents
80
70
60 56
50
37
40
30
20
10 5 2 0
0
TV ads Friends & Print media Dealer Outdoor
relatives networks publicity
Source of awareness
TV ads Friends & relatives Print media Dealer networks Outdoor publicity

Table No.4.8:
Most effective media among the alternative
Media No. of Respondents

TV ads 53
Friends & relatives 32
Print media 10
Dealer networks 5
Outdoor publicity 0
Total 100
From the above table it was found that 53 percent respondents opined that tv adds was the most
effective media 32 percent respondents opined that friends and relative was the most effective media 10
percent respondents opined that print media was more effective and 5 percent respondents opined that dealers
networks was most effective media.

Graph No.4.8:
Most effective media among the alternative
100
90
80
70
No. of Respondents
60
53
50
40
32
30
20
10
10 5
0
0
TV ads Friends & Print media Dealer networks Outdoor publicity
relatives
Media
TV ads Friends & relatives Print media Dealer networks Outdoor publicity

Table No.4.9:
Respondents purchase MRF Tyres
Purchase MRF Tyres No. of Respondents

MRF Tyres 39
Others 61
Total 100
From the above table it was found that 61 percent respondents had purchased from others and 39
percent respondents had purchased from MRF Tyres.

Graph No.4.9:
Respondents purchase MRF Tyres
39
61
MRF Tyres Others

Table No.4.10:
Attributes for purchasing MRF Tyres
Attributes No. of Respondents

Brand image 35
Price 26
Looks 11
Features 20
Others specify 8
Total 100
From the above table it was found that 35 percent respondents attribute for purchase was brand
image, 26 percent respondents purchased due to price, 20 percent respondents purchased due to features, 11
percent respondents had purchased due to was looks and 08 percent respondents purchased due to other
specific.

Graph No.4.10:
Attributes for purchasing MRF Tyres
100
90
80
No. of Respondents
70
60
50
40 35
30 26
20
20 11 8
10
0
Brand image Price Looks Features Others specify
Attributes
Brand image Price Looks Features Others specify

Table No.4.11:
Mode of purchase
Mode of purchase No. of Respondents

Cash 44
Finance 56
Total 100
From the above table it was found that 56 percent respondents mode of purchase was finance and 44
percent respondents mode of purchase was cash.

Graph No.4.11:
Mode of purchase
44
56
Cash Finance

Table No.4.12:
Respondents experience at service
Experiences No. of Respondents Ranks Actual score

Excellent 24 4 96
Good 46 3 138
Average 22 2 44
Poor 8 1 8
Total 100 279
Actual score
Likert’s scale =  100
Expected score
279
=  100
400
= 69.75%
From the above table & calculation of Likert’s scale it was found that 69.75 percent
respondents had good experience at service.

Table No.4.13:
Respondents opinion towards advertisement campaign
Advertisement campaign No. of Respondents Ranks Actual score

Good 25 3 75
Very Good 60 4 240
Satisfactory 12 2 24
Poor 3 1 3
Total 100 340
Actual score
Likert’s scale =  100
Expected score
340
=  100
400
= 85%
From the above table & calculation of Likert’s scale it was found that 85 percent
respondents had opinion that advertisement campaign was very good.

Table No.4.14:
Respondents recommend to their friends and relatives
Recommend No. of Respondents

Yes 47
No 53
Total 100
From the above table it was found that 53 percent respondents had recommend to friends and
relatives and 47 percent respondents had recommending to their friends and relatives.

Graph No.4.14:
Respondents recommend to their friends and relatives
47
53
Yes No

CHAPTER-V

CHAPTER-V
5.1 FINDINGS
From the study it was found that:

1. From the study it was found that 87 percent respondents were male.
2. From the study it was found that 56 percent respondents were belongs to age group
of 20-40 years.
3. From the study it was found that 65 percent respondents were graduate.
4. From the study it was found that 32 percent respondents were students.
5. From the study it was found that 46 percent respondents monthly income was
below Rs. 20,000.
6. From the study it was found that 44 percent respondents were using MRF Tyres
from 4-6 years.
7. Form the study it was found that 56 percent respondents were aware about MRF
Tyres through friends and relatives.
8. From the study it was found that 53 percent respondents opined that TV adds was
the most effective media.
9. From the study it was found that 61 percent respondents had purchased from other.
10. From the study it was found that 35 percent respondents had purchased due to
brand image.
11. Form the study it was found that 56 percent respondents mode of purchase was
finance.
12. From the study it was found that 81 percent respondents opined availability of
spare was good.
13. It was found that 69.75 percent respondents were had good experience at service.
14. It was found that 85 percent respondents had opined that advertisement campaign
was very good.

15. From the study it was found that 47 percent respondents had recommend to their
friends & relatives.
5.2 CONCLUSION
The study conducted with the view that the Tyres market is highly growth oriented
where survival is defined factor. Almost all people where aware and buying Tyres and
most of them were the regular customers of MRF Tyres Discover Tyres. It had got loyal
customers and it would easy for MRF Tyres Discover Tyres to retain its customers.
In Kalaburagi City, compare to other Tyres, MRF Tyres Discover Tyres is in well
position so, organisation strive for maintaining that position in the market in the future
course of time.

5.3 SUGGESTIONS
1. MRF Tyres Discover Tyres should improve its delivery services so, that every rider
can get the Tyres in time.
2. MRF Tyres Discover Tyres should convenience its customer that it believe in
“customer is the boss” concept. It helps in retaining its customer and their loyalty.
3. New technological advancements in respect of coverage, service, quality and price
should adopted by it.
4. MRF Tyres Discover Tyres should get the feeds act of its customer regarding its
services.
5. MRF Tyres Discover Tyres should increase its market share by extending its
operations by adopting penetrating pricing policy.
6. Improvement should be made in coverage of MRF Tyres Discover Tyres by
increasing its communication channels.

5.4 BIBLIOGRAPHY
BOOKS:
 Philip Kotler (2004), “Marketing Management”, North Western University,
Prentice Hall of India Pvt. Ltd., New Delhi, P.No. 04-09.
 Leon G Schiffman Leslie Lazar Kanuk, “Consumer Behaviour”, City University of
New York, Prentice Hall of India Private Limited, New Delhi, P.No. 30-35.
Websites:
www.mrftyres.com
https://m.mrftyres.com/milestones-2001
https://en.wikipedia.org/wiki/MRF_(company)

5.5 ANNEXURE
QUESTIONNAIRE
1. Name: __________________
2. Gender:
a) Male [ ] b) Female [ ]
3. Age:
a) Below 20 years [ ] b) 20-40 years [ ]
c) 40-60 years [ ] d) Above 60 years [ ]
4. Qualification:
a) Under Graduate [ ] b) Graduate [ ]
c) Post graduate [ ] d) Others [ ]
5. Occupation:
a) Student [ ] b) Housewife [ ]
c) Business [ ] d) Profession [ ]
e) Agriculturist [ ] f) Other (specify) [ ]
6. Monthly Income?
a) Below Rs. 20,000 [ ] b) Rs. 20,000 to 40,000 [ ]
c) Rs. 40,000 to 60,000[ ] d) Above Rs. 60,000 [ ]
7. How long have you been using MRF Tyres?
a) 0-2 years [ ] b) 2-4 years [ ]
c) 4-6 years [ ] d) More than 6 years [ ]
8. Which is the most effective media among the alternatives?
a) TV Ads [ ] b) Friends & Relatives [ ]
c) Print Media [ ] d) Dealer networks [ ]
e) Outdoor Publicity [ ]
9. From where did you purchase MRF Tyres?
a) MRF Tyres [ ] b) Others [ ]

10. How did you come to know about MRF Tyres?

a) TV Ads [ ] b) Friends & Relatives [ ]
c) Print Media [ ] d) Dealer networks [ ]
e) Outdoor Publicity [ ]
11. What are the factors for purchasing a MRF Tyres?

a) Brand image [ ] b) Price [ ]
c) Looks [ ] d) Features [ ]
e) Other (specify) [ ]
12. What are the modes of Purchasing?
a) Cash [ ] b) Finance [ ]
13. How was your experience at our service centre?
a) Excellent [ ] b) Good [ ]
c) Average [ ] d) Poor [ ]
14. How would you rate MRF Tyres Advertisement campaign?
a) Good [ ] b) Very good [ ]
c) Satisfactory [ ] d) Poor [ ]
15. Would you like to recommend this MRF Tyres to your friends and relatives?
a) Yes [ ] b) No [ ]
16. Would you like to give any suggestion please specify.
………………………………………………………………………………………
………………..
………………………………………………………………………………………
………………..

Narasimha S Alandkar F

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CONTENT

SL.NO TITLE PAGE NO

CHAPTER -II 12-27

CHAPTER -III 28-64

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Sharper focus on the business seems to be the buzzword in the increasingly

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1.2 OBJECTIVES OF THE STUDY

 To understand customer attitude towards dealer service.

 To know the dealer customer relationship.

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1.3 RESEARCH METHODOLOGY

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From there source we can collected secondary data.

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In brief the methodology was

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1.4 SCOPE OF THE STUDY

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1.1 LIMITATIONS OF THE STUDY

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Marketing is both philosophy and a technology. As a philosophy, it guides and

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Distinguish between market and marketing:

Market is an arrangement providing an opportunity to exchange goods. In the

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Here different heads studies are:

Concepts studied are:

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1) The macro environment of marketing consists of:

a) The demographic environment of marketing studies is a scientific study of human

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2) Buying is procurement of goods or services for eventual resale to the

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a) Concentrated buying: if purchases are confined to a very few sources of supply, it

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Area market potential:

 In market planning we use marketing information to assess the situation. We use to

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The different segmentations are:

Demographic segmentation: Demography is study of population. Demographically

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While managing a product, managers are generally interested in obtaining as

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According to Phillip Kotler, Market is “An area of atmosphere for a potential

A marketer is someone who seeks a response (attention, a purchase, a vote, a

“It is the limit approached by market demand as including market expenditures

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Defining Sales Territories:

Setting Sales Quotas:

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Company Sales Potential:

Total Marketing Potential:

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Area Market Potential:

Collection of Fresh Data. So as to arrive at a Genuine conclusion and there by

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A distribution network of over 2,500 outlets in India.Overseasoffices in United