MARKETING STRATEGY OF CEAT TYRES

A STUDY OF MARKETING STRATEGY ADOPTED BY CEAT TYRES IN NAGPUR CITY
INTRODUCTION OF TOPIC:-
In mainstream economics, the concept of market is any structure that allows buyers
and sellers to exchange any type of goods, services and information. The exchange of goods and
services for money is a transaction.
Market participants consist of all the buyers and sellers off a good who
influence of its price. This influence is a major study of economics and has given rise to several
theories and models concerning the basic market force of supply and demand. There are two rules in
markets, buyers and sellers. The market facilities trade and enable the distribution and allocation of
resources in a society. Markets allow any tradable item to be evaluated and priced. A market emerges
more or less spontaneously or is constructed deliberately by human interaction in order to enable the
exchange of right of services and goods
1.1 Introduction of Marketing:-

Marketing is the process of communicating the value of a product or service
to customers, for the purpose of selling that product or service.
From a societal point of view, marketing is the link between a society’s material
requirements and its economic patterns of response. Marketing satisfies these needs and wants
through exchange processes and building long term relationships. Marketing can be looked at as an
organizational function and a set of processes for creating, delivering and communicating value to
customers, and managing customer relationships in ways that also benefit the organization and
its shareholders. Marketing is the science of choosing target markets through market analysis
and market segmentation, as well as understanding consumer buying behaviour and providing
superior customer value.
Definition:-
‘’Marketing is the process of planning and executing the conception , pricing, promotion
and distribution of ideas, goods and services to create exchange that satisfy individual and
organizational objectives.’’
(American Marketing Association)
Page No. 1
‘’Marketing is a societal process by which individual and groups obtain what they need and
want through creating, offering and freely exchanging products of value with others’’
(Dr. Philip Kotler’)
‘’Marketing is a total system of business activity designed to plan, price, promote and
distribute want satisfying product to target market to achieve organizational objectives.’’
(William Stanton)
1.2 Importance of Marketing:-
Marketing is a very important aspect in business since it contributes greatly to the success
of the organization. Production and distribution depend largely on marketing. Many people think that
sales and marketing are basically the same. These two concepts are different in many aspects.
Marketing covers advertising, promotions, public relations, and sales. It is the process of introducing
and promoting the product or service into the market and encourages sales from the buying public.
Sales refer to the act of buying or the actual transaction of customers purchasing the product or
service. Since the goal of marketing is to make the product or service widely known and recognized
to the market, marketers must be creative in their marketing activities. In this competitive nature of
many businesses, getting the product noticed is not that easy.
Strategically, the business must be cantered on the customers more than the products.
Although good and quality products are also essential, the buying public still has their personal
preferences. If you target more of their needs, they will come back again and again and even bring
along recruits. If you push more on the product and disregard their wants and the benefits they can
get, you will lose your customers in no time. The sad thing is that getting them back is the hardest
part. Marketing is the art of creating, satisfying by meeting the needs of customer and by creating
value satisfaction for them. The essence of marketing is that the entire business has to be seen from
the point given of the customer.” However customer face a wide variety of products and brand
choice prices, supplies and to understand the needs and preferences of the customers. The consumer
are the largest economic group in any country and the present day business activities are because of
customer only. Thus consumers are the pillars of the economy. The consumer are not only the heart
of the marketing system but also the controller of marketing system and the study of consumer
behaviour enable marketers to understand and the predict consumer behaviour in the market place. It
also promotes understanding of the role that consumption and satisfaction plays in an individual.
Page No. 2
1.3 Market Research:-
A successful business organization takes competition seriously by being aggressive in their

marketing campaigns. But a careful company studies the market trend first and understands the
movement in the business world before investing on marketing programs which can be costly and
risky.
One of the ways in studying the market is through a marketing research. This process has to
be given high consideration since the outputs and results will help the company figure out the
suitable marketing campaigns for the targeted customers
1.4 Marketing Research Explained:-
Market research, also referred to as marketing research, is a vital aspect in the concept of
marketing management. It refers to the gathering or collection of data that will serve to be useful to a
company or business. The data gathered may be about customer profiles or the industry competitors.
Market research is commonly confused with marketing research. The former focuses on the markets
while marketing research pertains to the marketing processes. But in the long run, both terms have
been widely and generally accepted with a common perception.
Marketing research is performed by the availability of both primary and secondary data.
Primary research is conducted by the company itself so data is collected by the company. An
example for this is a survey. On the other hand, secondary research utilizes data that is already
gathered and collected like that of the book of statistics. This method of data gathering is less costly
but the primary research is more advantageous as it caters directly to the needs of the company.
There are two major methods in data collection: qualitative and quantitative research.
Qualitative research is targeted at determining the reasons people buy a product or use the service
and it is also geared at assessing product value. It elicits more of people’s ideas about a product or
service. Focus groups or group discussions are primary means of conducting qualitative research.
Quantitative research aims more at collecting numerical data and a very common way of doing this is
through surveys.
Page No. 3
1.5 Characteristics of Marketing Research:-
Every company that conducts marketing research must know the features of a good
marketing research. First, it should have a systematic approach. Any research or study done
randomly will not yield productive results. A methodological process must be observed when
performing procedures. Apart from that, advance planning and proper documentation are important.
Next, a marketing research must be objective and ideal. The results generated must be
accurate as much as possible and the process of doing the research must be impartial. A research
output must be conducted on neutral grounds and free from any bias and personal considerations.
This also stresses the importance of ethics in marketing.
Thirdly, marketing research, as the term alone implies, entails identification, data collection,
data analysis, and distribution or awareness. Every phase is equally important as the other during the
entire marketing process. When a business is able to identify a market opportunity or probably a
marketing concern, information is needed to study it and conduct thorough investigation. Once
Findings Are Inferred, These Should Be Presented To The Marketing Management For Further
Action.
1.6 Marketing Plan: Marketing Objectives And Strategies:-
Examples of marketing objectives follow:
1. Increase product awareness among the target audience by 30 percent in one year.
2. Inform target audience about features and benefits of our product and its competitive
advantage, leading to a 10 percent increase in sales in one year.
3. Decrease or remove potential customers' resistance to buying our product, leading to a 20

percent increase in sales that are closed in six months or less.
If you have multiple objectives, make sure they are consistent and not in conflict with each other.
Also, be sure that the remainder of your marketing plan components - the marketing strategy, budget,
action programs, controls and measures - supports your marketing objectives. Setting your marketing
objectives and finalizing the remaining components of your marketing plan may serve as a reality
Page No. 4
check: Do you have the resources necessary to accomplish your objectives? The marketing
strategy section of your plan outlines your game plan to achieve your marketing objectives. It is,
essentially, the heart of the marketing plan.
1.7 MARKETING MIX:-
Product: A product is seen as an item that satisfies what a consumer demands. It is a tangible
good or an intangible service. Tangible products are those that have an independent physical
existence. Typical examples of mass-produced, tangible objects are the motor car and the disposable
razor. A less obvious but ubiquitous mass-produced service is a computer operating system.
Page No. 5
Price: The amount a customer pays for the product. The price is very important as it determines the
company's profit and hence, survival. Adjusting the price has a profound impact on the marketing
strategy, and depending on the price elasticity of the product, often it will affect the demand and
sales as well. The marketer should set a price that complements the other elements of the marketing
mix
Promotion: All of the methods of communication that a marketer may use to provide information
to different parties about the product. Promotion comprises elements such as: advertising, public
relations, sales organisation and sales promotion.
Advertising covers any communication that is paid for, from cinema commercials, radio and Internet
advertisements through print media and billboards. Public relations is where the communication is
not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences,
seminars or trade fairs and events. Word-of-mouth is any apparently informal communication about
the product by ordinary individuals, satisfied customers or people specifically engaged to create
word of mouth momentum. Sales staff often plays an important role in word of mouth and public
relations
Place: Refers to providing the product at a place which is convenient for consumers to access.
Various strategies such as intensive distribution, selective distribution, exclusive distribution and
franchising can be used by the marketer to complement the other aspects of the marketing mix.
People: People are the most important element of any service or experience. Services tend to be
produced and consumed at the same moment, and aspects of the customer experience are altered to
meet the individual needs of the person consuming it. Most of us can think of a situation where the
personal service offered by individuals has made or tainted a tour, vacation or restaurant meal.
Remember, people buy from people that they like, so the attitude, skills and appearance of all staff
need to be first class. People have an important role in service delivery, they are relied upon to
deliver and maintain transactional marketing and people play an important part in the customer
relationship.
Page No. 6
Physical evidence: Physical Evidence is the final element of the three additions to the basic
marketing mix as proposed by Booms and Bitner (1981). We’ve already discussed ‘People’ and
‘Processes’. So what do we mean by ‘Physical Evidence’? The original authors described it as ‘The
environment in which the service is delivered and where the firm and customer interact, and any
tangible components that facilitate performance or communication of the service’. Retail premises,
bank branches, restaurants, or hotel premises would be good examples of this.
Process: The processes by which services are created and delivered to the customer can be a major
factor within the services marketing mix, for customers perceive the delivery system as part of the
service itself. This means that operations management decisions can be of great importance
regarding the competitive position of the service.
Process, in the sense it is used here, means work activity. Thus, any procedure, task, schedule,
mechanism or routine which helps to deliver the service to the customer will fall under this heading.
From this it follows that any policy decisions that are made about customer involvement or employee
discretion have a direct impact on the processes element of the marketing mix.
Page No. 7
1.8 Marketing Strategies:-
a) Marketing:-
Marketing usually involves an exchange between buyers and sellers or between other parties.
Marketing has an impact on the firm, its suppliers, its customers, and others affected by the firm’s
choices. Marketing frequently involves enduring relationships between buyers, sellers, and other
parties. Marketing Processes involved include ―creating, communicating, delivering, and
exchanging Offerings. Marketing is the link between a society’s material requirements and its
economic patterns of response. Marketing satisfies these needs and wants through exchange
processes and building long term relationships. Marketing can be looked at as an organizational
function and a set of processes for creating, delivering and communicating value to customers, and
managing customer relationships in ways that also benefit the organization and its shareholders. A
main objective of marketing is to create customer value. Marketing is the science of choosing target
markets through market analysis and market segmentation, as well as understanding consumer
buying behaviour and providing superior customer value.
‘’Marketing is a societal process by which individual and groups obtain what they need and
want through creating, offering and freely exchanging products of value with others’’ marketing is
also define as ‘’Marketing is a total system of business activity designed to plan, price, promote and
distribute want satisfying product to target market to achieve organizational objectives.’’
b) Marketing Strategy:-
Marketing strategy is the fundamental goal of increasing sales and achieving a

sustainable competitive advantage. Marketing strategy includes all basic, short-term, and long-term
activities in the field of marketing that deal with the analysis of the strategic initial situation of a
company and the formulation, evaluation and selection of market-oriented strategies and therefore
contribute to the goals of the company and its marketing objectives. A marketing strategy
or marketing plan is an explanation of what specific actions will be taken over time to achieve the
objectives. Plans can be extended to cover many years, with sub-plans for each year, although as the
speed of change in the merchandising environment quickens, time horizons are becoming shorter.
Page No. 8
Marketing strategies may differ depending on the unique situation of the individual business.
However, there are a number of ways of categorizing some generic strategies. Innovation strategies
deal with the firm's rate of the new product development and business model innovation. A strategy
is a long-term plan to achieve certain objectives. A marketing strategy is therefore a marketing plan
designed to achieve marketing objectives. For example, marketing objective may relate to becoming
the market leader by delighting customers. The strategic plan therefore is the detailed planning
involving marketing research, and then developing a marketing mix to delight customers.
c) Why Is Marketing Strategy Important?
 Marketing strategy is a powerful process that gives an organization a competitive advantage

in the market place. While just defining a marketing strategy will not automatically create a
competitive advantage, it will allow the organization to concentrate its resource on the
greatest opportunity to increase and achieve a sustainable competitive advantage.
 A marketing strategy always serves as the foundation of the marketing plans. A marketing
plan consists of set of specific action required to successfully implement a specific marketing
strategy.
 For example: use a low cost product for attracting consumer. Once our organizations, via our
low cost product, have established a relationship with its customer, our organization will sell
additional, higher margin product and services that enhance the consumer’s interaction with
the low cost product or services.
 A strategy is different from tactic. While it is possible to write a tactical marketing plan
without a sound, well considered strategy, it is not recommended. Without a sound marketing
strategy, a marketing plan has no foundation. Marketing strategy serve as a fundamental
underpinning of marketing plan designed to reach marketing objectives have a measurable
results.
 A good marketing strategy should integrates an organizations marketing goal, policies and
action sequences into a cohesive whole, the objective to a marketing strategy is to provide a
foundation from which a tactical plan is developed. This allow the organization to carry outs
its mission effectively and efficiently.
Page No. 9
1.9 Consumer Buying Behaviour
Consumer behaviour is the process and activities people engaged in when searching for, selecting,
purchasing, using, evaluating and disposing of product and services so as to satisfy their needs and
desire. Consumer behaviour is the study of when, why, how and where people do or do not buy
product. It blends elements from psychology, sociology and economics. It attempts to understand
buyer’s decision making process, both individually or group. It studies the characteristics of
individual customer such as demographic and behavioural variables in an attempt to understand the
peoples want. It also tries to assess the influence on the consumer group such as family, friends,
reference group and society in general. Consumer behaviour study is based on consumer behaviour
with consumer playing three distinct roles of user, payer, and buyer. Consumer behaviour, in its
broadest sense, is concerned with how consumers select and use goods and services
The study of consumer behaviour is concerned with all aspects of purchasing behaviour - from pre-
purchase activities through to post-purchase consumption and evaluation activities. It is also
concerned with all persons involved, either directly or indirectly, in purchasing decisions and
consumption activities including brand-influencers and opinion leaders. Research has shown that
consumer behaviour is difficult to predict, even for experts in the field. However, new research
methods such as ethnography and consumer neuroscience are shedding new light on how consumers
make decisions.
Customer relationship management (CRM) databases have become an asset for the analysis of
customer behaviour. The voluminous data produced by these databases enables detailed examination
of behavioural factors that contribute to customer re-purchase intentions, consumer retention, loyalty
and other behavioural intentions such as the willingness to provide positive referrals, become brand
advocates or engage in customer citizenship activities. Databases also assist in market segmentation,
especially behavioural segmentation such as developing loyalty segments, which can be used to
develop tightly targeted, customized marketing strategies on a one-to-one basis. (Also see
relationship marketing)
Page No. 10
Factors Affecting Consumer Behaviour
Cultural
Factors
Social
Factors Factors
Affecting
Consumer
Behaviour:- personal
Facors
psychological
factors
I. Cultural factors:-
Cultural factors are coming from the different components related to culture or cultural environment
from which the consumer belongs.
Culture:-
Culture is crucial when it comes to understanding the needs and behaviours of an individual.
Throughout his existence, an individual will be influenced by his family, his friends, his cultural
environment or society that will “teach” him values, preferences as well as common behaviours to
their own culture.
Page No. 11
For a brand, it is important to understand and take into account the cultural factors inherent to each
market or to each situation in order to adapt its product and its marketing strategy. As these will play
a role in the perception, habits, behaviour or expectations of consumers.
II. Social factors:-
Social factors are among the factors influencing consumer behaviour significantly. They fall into
three categories: reference groups, family and social roles and status.
Reference groups and membership groups:-
The membership groups of an individual are social groups to which he belongs and which will
influence him. The membership groups are usually related to its social origin, age, place of
residence, work, hobbies, leisure, etc..
The understanding of the specific features (mind-set, values, lifestyle, etc.) of each group allows
brands to better target their advertising message.
Family:
The family is maybe the most influencing factor for an individual. It forms an environment of
socialization in which an individual will evolve, shape his personality, and acquire values. But also
develop attitudes and opinions on various subjects such as politics, society, social relations or
himself and his desires. But also on his consumer habits, his perception of brands and the products he
buys.
III. Personal factors:-
Decisions and buying behaviour are obviously also influenced by the characteristics of each
consumer.
Age and way of life:-
A consumer does not buy the same products or services at 20 or 70 years. His lifestyle, values,
environment, activities, hobbies and consumer habits evolve throughout his life.
Purchasing power and revenue:-
Page No. 12
The purchasing power of an individual will have, of course, a decisive influence on his behaviour
and purchasing decisions based on his income and his capital. This obviously affects what he can
afford, his perspective on money and the level of importance of price in his purchasing decisions.
Lifestyle:-
The lifestyle of an individual includes all of its activities, interests, values and opinions. The lifestyle
of a consumer will influence on his behaviour and purchasing decisions.
IV. Psychological factors:-
Among the factors influencing consumer behaviour, psychological factors can be divided into 4
categories: motivation, perception, learning as well as beliefs and attitudes.
Motivation:-
Motivation is what will drive consumers to develop a purchasing behaviour. It is the expression of a
need is which became pressing enough to lead the consumer to want to satisfy it. It is usually
working at a subconscious level and is often difficult to measure.
Perception:-
Perception is the process through which an individual selects, organizes and interprets the
information he receives in order to do something that makes sense. The perception of a situation at a
given time may decide if and how the person will act. Depending to his experiences, beliefs and
personal characteristics, an individual will have a different perception from another.
Learning:-
Learning is through action. When we act, we learn. It implies a change in the behaviour resulting
from the experience. The learning changes the behaviour of an individual as he acquires information
and experience.
Page No. 13
2.1 COMPANY PROFILE:-
CEAT, the flagship company of RPG Enterprises, was established in 1958. Its predecessor Cavi
Electric e Affine Torino Spa was established in Italy in 1924. Today, CEAT is one of India’s leading
tyre manufacturers and has presence in global markets, and has a capacity of over 95,000+ Tyres per
day. CEAT offers tyres to all segments and manufactures radials for: Heavy-duty Trucks and Buses,
Light Commercial Vehicles, Earthmovers, Forklifts, Tractors, Trailers, Cars, Motorcycles and
Scooters as well as Auto-rickshaws.
COMPANY OVERVIEW
CEAT accelerates movement with the finest tyres known for their tough, smooth and secure grip on
roads. It manufactures high-performance world-class radials for a wide variety of vehicles.
One of India's leading tyre marketers: capacity of

95,000 +Tyres / day
CEAT manufactures high-performance world-class radial tyres for a range of vehicles
Page No. 14
Major market share in the light truck and truck tyre market
Flagship Company of RPG Enterprises
CEAT is built on a corporate ethos of reliability, dynamism and toughness. We are committed to
innovate, rebuild and help millions of vehicles go the distance.
Page No. 15
2.2 HISTORY OF COMPANY:-
1958 - The Company was incorporated on 10th March, at Mumbai. The main objects of the company
is to construct, produce, prepare, manufacture, press, vulcanize, repair, retread, purchase, sell, import
and to deal in tyres, semi-tyres for all types of vehicles and inner tubes, flaps and repairs material in
general.
1965 - The company obtained a letter of intent from the Government for the manufacture of 2
million Bicycle Tyres and Tubes per annum.
1972 - Research and Development unit was set up at company's Bhandup works. Various types of
testing machines were installed in the laboratory.
1973 - 55,660 bonus equity shares issued in the proportion 1:6.
1976 - 55,660 bonus equity shares issued in the proportion 1:7.
1980 - Authorised capital reclassified in 1978. 89,056 bonus equity shares issued in prop. 1:5.
1981 - Deccan Fibre Glass Ltd., was amalgamated with the Company with effect from 1st June. In
terms of the Scheme of Amalgamation, members of Deccan Fibre Glass Ltd., were allotted 87,105
No. of equity shares of Rs 100 each of the Company in the proportion of 1 equity share of the
Company for every 40 No. of equity shares held of DFL. A letter of intent was also in hand for the
manufacture of glass wool.
1982 - The company along with the Pradeshiya Industrial and Investment Corporation of U.P. Ltd.
promoted a joint venture company "UPCOM Cables Ltd." in technical collaboration with Ceat Cari
of Italy. The company entered into a collaboration agreement with Yokohama Rubber Company of
Japan in order to keep abreast of the technological progress in the tyre industry as also to develop
radial tyres suitable to the Indian road conditions.
1983 - Atlantic Holdings Ltd., and Malabar Coastal Holdings Ltd.,became subsidiaries of the
Company.
1986 - During September, the Company offered 15% secured non-convertible redeemable debentures
(third series) of Rs 10 crores on a rights basis to the holders of equity shares/debentures.
1987 - An application was made for industrial licence for the manufacture of conveyor belts. The
Company also took in hand a project for the manufacture of radial tyres and this project was1983 –
Atlantic Holdings Ltd., and Malabar Coastal Holdings Ltd., became subsidiaries of the Company.
1986 - During September, the Company offered 15% secured non-convertible redeemable debentures
(third series) of Rs 10 crores on a rights basis to the holders of equity shares/debentures.
Page No. 16
1987 - An application was made for industrial licence for the manufacture of conveyor belts. The
Company also took in hand a project for the manufacture of radial tyres and this project was
implemented in the middle of 1987. - The Company undertook to set up a factory for production of
nylon industrial yarn/cord and nylon tyre cord fabric, a high cost raw material input for tyre
manufacture, at Malanpur, in the State of M.P. Technical collaboration and agreement was entered
into with Toray Industries Inc. of Japan
1988 - The Company proposed to expand production facilities at Nasik plat to 10 lakh nos. of
automotive tyres and also to set up a third tyre plant at Waluj, a backward area near Aurangabad. -
The Company entered into an agreement with Nitto Boseki Co. Ltd., Japan for improved technology
for expansion of the licensed capacity of the fibre glass division to 5,000 tonnes per annum. -
Meteoric Industrial Finance Co. Pvt. Ltd., became a subsidiary of the Company on 29th August,
consequent upon Ceat Finance Co. Ltd., acquiring majority equity stake in that company.
1989 - During January and Febraury the production and sales went up despite interruption at Nasik
plant due to labour strike. The Company proposed to introduce steel belted radials both for cars and
light commercial vehicles by the collaboration agreement with Yokohama Rubber Company, Japan. -
By the orders of the Board for Industrial and Financial Reconstruction dated 31st August,
1990 Murphy India Ltd., was amalgamated with the Company with effect from 1st July, 1989. -
Murphy's plant at Thane manufacturing audio and TV products has been christened as the
Electronics Division The Company issued 3, 69,008-12.5% secured partly convertible debentures of
Rs 160 each to the employees on an equitable basis (only 16,850 debentures were taken up).
1990 - During October, the company offered 90,00,000-14% secured redeemable non-convertible
debentures of Rs. 100 each on right basis in the ratio of 5 Debentures : 7 equity shares held.
Additional 1, 01, 69,000 debentures were allotted to retain oversubscription. - Simultaneously, the
company offered 4, 50,000 Debentures to the employees (160 taken up) and the remaining treated as
unissued. - Further 2 warrants were issued for every five debentures allotted.
1991. 1992 - The Operations of the Electronics Division was suspended and continued to remain
suspended during 1993 and all the workers accepted voluntary retirement subsequent to a settlement
with the Union for employees. - The Company undertook a programme of modernisation of its plant
and machinery at Mumbai with a view to improving its productivity and availing of the increased
licensed capacity granted. - A project was set up in technical and financial collaboration with
Goodyear Tyre & Rubber Co. of USA.
Page No. 17
1993 - A collaboration agreement entered into with Yokohama Rubber Company of Japan for the
manufacture of Tyres at Nasik Plant. 1995 - The Company was gearing up to launch the Country's
latest technology car radials, produced at its Aurangabad Factory.
1996 - The Company launched a new radial car tyre `Maestro' the first radial tyre in India to use
state-of-the-art polyester tyre cord technology combined with steel belts. - The Company also
launched a new heavy duty product `Stamina' a light commercial vehicle tyre.
2003-Delsit equity shares of the company from Ahmedabad, Calcutta, Madras & Delhi Stock
Exchanges. 2005 -Ceat Ltd Issues Rights in the Ratio of 3:10
2009 - Ceat Ltd has appointed Mr. Vinay Bansal as a Director of the Company in casual vacancy
caused due to sudden death of Mr. M A Bakre. - Ceat Ltd has appointed Mr. Anant Vardhan Goenka
as an Additional Director on the Board of Directors with effect from December 21, 2009.
2010 - Ceat Ltd has appointed Mr. Anant Vardhan Goenka as the Deputy Managing Director of the
Company with effect from January 04, 2010.
2011 -Commercial production of passenger/truck radial tyres has commenced at Halol plant of the
Company -Ceat Ltd have recommended Rs. 2/- per share as dividend.
2012 -M/s S. R. Batliboi & Associates, Chartered Accountants has been appointed as Statutory
Auditors of the Company -Mr. Anant Vardhan Goenka has been appointed as Managing Director of
the Company.
2013 - Ceat Ltd - Signing of Joint Venture Agreement with A K Khan & Company Ltd. - The
Company approved the appointment of Mr. Arnab Banerjee as the Additional Director(Whole-time
Director (designated as the Executive-Director-Operations) on the Board of Directors of the
Company.
2014 - The Company has recommended a dividend of 100% i.e. Rs. 10/- on the equity shares of face
value Rs. 10/- each. - The Company has approved the appointment of Ms. Punita Lal as an
Additional (Independent) Director on the Board of Directors of the Company.
2016 -CEAT announces investment of Rs. 2800 crore".
Page No. 18
2.3 PARTNERS:-
Across CEAT, we pride ourselves on precision and operational excellence. It helps us create new
business opportunities, reduce costs, market faster, and above all, enhanced client value. We call it
the CEAT advantage and it is changing the way we do business with our partners.
CATEGORIES
Working closely with the R & D department of our partners, we manufacture highly-durable,
customised tyres for Indian vehicles including trucks, light commercial vehicles (LCVs), passenger
cars (PCs), utility vehicles (UVs), tractors, truck trailers and two-wheelers. Our partners include the
best vehicle manufacturers in the country.
 2 Wheelers
 Small Commercial Vehicles
 Passenger
 LCV
 Truck
 Farm Tyres
 OTR Tyres
Page No. 19
RANGE:-
SCOOTER
Page No. 20
CAR & SUV
LCV
LAST MILE
Page No. 21
FARM VEHICLES & TRAILERS
TRUCKS
OFF THE ROAD / SPECIALITY
Page No. 22
2.4 AWARDS:-
2011 – Present
 ABP Award For Brand Exellence_Automobile (Tyres) Sector
 Gold award for ‘Best Use of Mobile Media’ at the Media Abby Awards at Goafest, 2015.
 Silver award for ‘Social cause supported by a corporate/brand’ at Campaign India Digital
Crest Awards, 2015.
 Bronze award for ‘Experiential’ at Campaign India Digital Crest Awards, 2015.
 Effie (bronze) in the category: Automobiles and auto parts, two wheelers and auto related for
CEAT Nimbu Mirchi campaign
 CEAT features amongst the Top 100 Franchise Opportunities for the year 2014 by
Franchising World, India’s largest circulated franchising magazine, in their 16th annual
survey
 ASIA's 100 best & fastest Growing Marketing Brand by WCRC (World Consulting &
Research Corporation)
 Top Export Award 2013-14 for excellence in Export of Automobile tyres, tubes and pipes
 CEAT Monsoon Smart Campaign: On-ground promotion of the year for Brand Awareness
2013
 CEAT Bike-tagging: Campaign showcasing the innovative use of technology 2013
 Best Direct Marketing Campaign of the year 2013
 Best Supplier award from TATA Motors 2013
Page No. 23
 Employer Branding and Best HR Practices 2013
 CEAT MTV Chase the Monsoon Bronze for Most Effective Digital Media Strategy for a
Youth 2013
 CEAT Chase the Monsoon Gold for Social Media Campaign of the Year 2013
 Gold in Reader’s Digest Most Trusted Brand 2012
 CAPEXIL: Special Export Award 2012
 Effie (Silver) Integrated Advertising Campaign – Be Idiot Safe with CEAT Bike Tyres 2011
 Effie Gold in Automobile and Parts, Two Wheelers and Auto Related Cateogry. Be Idiot Safe
with CEAT Bike Tyres 2011
 Consumer Award for Cause Based Marketer of the Year 2011
Page No. 24
Page No. 25
3. SWOT ANALYSIS:-
Strength:-
 High Brand awareness.
 Fantastic product line.
 Local brand of specific relevance to India.
 Innovative performance.
 Integrated supply chain and well spread manufacturing unit.
 Celebrity endorsement.
 Strong parent company.
 Ability to deliver cost savings.
Weakness:-
 Price positioning in some categories allow from low price competition.
 Varying quality range in its product.
 Many competitors enter into the market
 Limited presence in the premium market.
Opportunity:-
 Changing environment
 Brand growth through increase consumption depth and frequency of usage across all
categories.
 Upgrading consumer through innovation to new level of quality and performance.
 Co-creating the growth strategies.
Page No. 26
Threats:-
 Aggressive price competition from local and multinational players.
 Availability of cheap local brand and imitation.
 Spurious/counterfeit products in rural areas and small towns.
 Increasing allergies cases.
 No existence of brand image in long run.
Page No. 27
RESEARCH METHODOLOGY:-
4.1 MEANING:-
Research methodology is a methodology for collecting all sorts of information and data pertaining to
the subject in question. The objective is to examine all the issue involved and conduct situational
analysis. The methodology includes the overall research designing, sampling procedure and file
work, file work done and analysis procedure. The methodology used in the study consistence of
sample survey both primary and secondary data.
The study is mainly based on secondary data which has been collected from mail files, broachers,
reports etc.
Research may be defined as the search for knowledge through an objective and scientific method of
finding solution of problem. Research Methodology is a way to systematically solve the research
problem. It includes various steps that are generally adopted by a research problem along with the
logic behind them. During my research I have adopted the following research design.
RESEARCH DESIGN:-
A research design is the specification of the methods and producers for acquiring the
information needed. According to my research design, I have performed the following steps
in project:-
STEPS:
1) Determining the objective of the project.

2) Finding out its Scope.
3) Research method to be adopted
4) Sources of data.
5) Method of data collection.
6) Concluding field survey for data collection.
7) Checking of the data.
8) Preparing the final project report.
Page No. 28
4.2 Source Of Data Collection:-
 Primary Data
 Secondary Data
PRIMARY DATA:-
Primary data is defined as the data that is collected for the first time. It is new in nature. This type of
data is collected directly from the source of information. The techniques which were involved in
collecting in the primary data are personal interview, survey, questionnaire etc.
1. Direct personal investigation

2. Interview
3. Drafting Questionnaire
Direct Personal Investigation:-

The implies the situation where the research goes into the field of study in person for the
collections of required data. Also, the investigation of this nature is normally confined to a single
locality and the information gathered is capital in nature.
Interview Method:-
Every interview has got its own balance of revelation and has withheld information. An
interview can be effective verbal or nonverbal conversation initiated for the specific purpose and
focused on certain planned content areas.
A method of interview consists of personnel interview and telephone interview. Direct

personnel interview requires face to face contact with the respondent. Other type interviewing
techniques are structured or unstructured methods. The interview based on predetermined questions,
order of asking, wording of questions etc. and the response pattern are highly standardized technique
is called structural interview. Here the number and nature of questions, order of questions etc. can be
Page No. 29
changed depending on the response pattern. Telephone interview can be used as follow up of a
mailed question and is fairly used to carry out on the actual interview.
Questionnaire Method:-
Yet another method of data collection is a survey that consists of asking questions intended to
cover a cross section of population. A questionnaire is generally mailed or handled to cover to the
respondent and filled by him without the help of the interview.
The research has to ensure that the questionnaire is relevant both to the study’s goal and to the
respondent. Questionnaire should not be ambiguous. The level of wording the questions should
match the education level of the respondent but the questions should generally kept simple.
Questionnaire can be of two categories, close ended and open ended. Close ended questions
have answers that are easy to code and analyse sometimes this can be done right from the
questionnaire, thereby saving time and money. It helps respondents to be sure and clear about the
meaning of the questions
SECONDARY DATA:-
Secondary data are those, which have already been collected by other. When it is possible to collect
data in primary form the research may take the help of secondary data. They are those, which have
already been collected with some view in mind. They are collected for serving the objectives other
than what the research might have in his mind.
The sources of secondary data include:-
1. Magazines
2. Website
3. Journal
Magazines:-
Page No. 30
A magazine is a periodical publication containing a variety of article, generally financed by

advertising, purchased by reader, or both. In practical, magazines are subset of periodicals. Distinct
from those periodicals produced by scientific, artistic, academic or special interest publisher.
Websites:-
A website may be the work of an individual, a business or other organization and is
typically dedicated to some particular to some particular topic or purpose any website can contain a
hyperlink to any other website, so the distinction between individual sites, as perceived by the user,
may sometimes be blurred. Website are written in, or dynamically converted to HTML (Hyper Text
Mark-up Language) and are accessed using a software program called a web browser, also known as
an HTTP client.
Journals:-
Many publication issued at stated intervals, such as magazines or the record of the transaction
of a society, are often called journals. In academic use, a journal refer to a serious, scholarly
publication, most often peer-reviewed. A non-scholarly magazine written for education audience
about an industry or an area of professional activity is usually called professional journal. The
purpose of a journal is to provide a place for the introduction and security of a new research, and a
new often a forum for critique of existing research.
Page No. 31
4.3 SAMPLE DESCRIPTION:-
Survey method:-
A Survey is a complete operation, which requires some technical knowledge Survey methods
are mostly personal in character. Surveys are best suited for getting primary data. Their search
obtains information from the respondents by interviewing them.
Sampling:-
It is not always necessary to collect data from whole universe. A small representative sample
may serve the purpose. A sample means a small group taken in a large lot. This small group taken in
a large lot .This small group should be emanative cross section and really “representative” in
character. This selection process in calls sampling.
Sample size:-
Samples size denotes the number of elements selected for the study. For the present study 10
Dealers were selected at random. And 15 retailers of Nagpur.
Page No. 32
4.4 RESEARCH OBJECTIVE:-
 The objective of our project is to comprehensively research on one of the most successful of
CEAT Tyres.
 To research marketing strategies followed by CEAT Tyres.
 To find the promotional program in term of communication affection Market potential and
Awareness among market.
 To identify the various marketing element i.e Product, Price, Place, Promotion by CEAT
Tyres.
 To find out the advertising activity followed by all dealers and retailers of CEAT Tyres.
Page No. 33
4.5 SCOPE OF STUDY:-
 The study would guide to customers for its quality.
 To offering a range of products to the consumers.
 The study is reveal about its features.
 The study would reveal about to preferences of customer best its features.
Page No. 34
5. HYPOTHESIS:-
H0: People are less aware about marketing strategy of CEAT Tyres.
H1: People are satisfied with the advertising of CEAT Tyres.
H2: People are not satisfied with promotional activity of CEAT Tyres.
Page No. 35
6. DATA ANALYSIS & INTERPRETATION:-
For Dealers:-
Q.1 from how many years you are selling CEAT tyres?
Particular Dealers % of Dealers

More than 40 year 3 30%
More than 20year 5 50%
More than 15 year 2 20%
Total 10 100%
Sample Size – 10
Page No. 36
Column1
20%
30% More than 40 years
More than 20 years
More than 15 years
50%
Interpretation:-
From the above table it is clear that the most of dealer’s i.e. 30% of them are having more than 40
year experience, 50% of them are having more than 20 year experience, and only 20% have More
than 15 year of experience with them.
Q.2 which company’s tyre you are selling more?

CEAT 5 50%
MRF 3 30%
Others 2 20%
Total 10 100%
Sample Size – 10
Page No. 37
Column1
20%
50%
30%
Interpretation:-
From the above table 60% Dealers selling CEAT tyres mostly and 30% of dealers sale MRF
tyres and 20% sales others company’s tyres.
Q.3 at present which segment is in more demanded by customer?
Different Segment Dealers % of Dealers
for two-wheelers, 1 10%
four-wheelers 3 30%
tractors, 2 20%
tippers and trucks 4 40%
total 10 100%
Page No. 38
Sample Size – 10
10%
40% For two-wheelers

30% Four wheelers
Tractors
Tippers and trucs
20%
Interpretation:-
From the above table conclude 10% CEAT tyrs demanded by customer for for two-wheelers, 30%
for four-wheelers,20% for tractors and 40% for tractors
Q. 4 what are the different area mention below in which you as dealer trying to satisfy the customer?
Different Area Dealer Satisfy The Customer Percentage Of Response
Service quality 43%
Giving accessories 27%
Free pick up and drop facility during service 6%
Documentation assistance 6%
Finance assistance 18%
Page No. 39
Different Area Dealer Satisfy The Customer
Service quality
18% Giving accessories
Free pick up and drop facility
6% during service
43%
Documentation assistance
6% Finance assistance
27%
Interpretation:-
From the above table conclude that 43% of the Dealer told that Customer satisfy of CEAT tyres by
giving Service quality, 27% of the Dealer told that by Giving accessories, 6% of the Dealer said that
by Giving Free pick up and drop facility during service, 6% of the Dealer said that by Giving
Documentation assistance, and 18% of the Dealer said that by Giving Finance assistance.
Q.5 what is the sales position of CEAT TYRES?
Sales position Dealers % of Dealers
Going up 7 70%%
Going down 2 20%
Response constant 1 10%
Total 10 100%
Sample Size – 10
Page No. 40
sales position
10% Going Up
Going down
20% Response constant
70%
Interpretation:-
From the above table conclude that 70% of the Dealer told that CEAT Tyres’ sales position is going
up while 20% of the dealer said that it is going down and 10% of dealer said that the sales position is
remains the same.
Q.6 as per your experience customer is price sensitive?
Price Sensitive Dealers % of Dealers
Yes 2 20%
No 8 80%
Total 10 100%
Page No. 41
Sales
20%
Yes
No
80%
Interpretation:-
The above data table shows that 20% of customers are price sensitive and rest 80% are not price
sensitive.
Q.7 what is competitive advantage of CEAT Tyres over other Tyres companies?
Features % of loyalty
Price 38%
Quality 22%
Service 35%
Others 5%
Page No. 42
Features
5%
Price
Quality
38% Service
35%
Others
22%
Interpretation:-
The above table shows that according to the dealers the 38% of customers are buying the CEAT
Tyres for its price, 22% buy them due to their quality. 35% think that after sale service is beautifully
provided by CEAT Tyres. And 5% people buy them due to other reason like style, look etc.
Q.8 Do you provide finance facility to your customers?
Price Sensitive Dealers % of Dealers
Yes 7 70%
No 3 30%
Total 10 100%
Page No. 43
Price sensitive
30% Yes
No
70%
Interpretation:-
The above data table shows that 70% of dealers provide finance facility to their customers and 30%
provide no finance facility to their customers
Q.9 which promotional tools are more effective for CEAT Tyres?
Particular % of respondents
Public selling 30%
Direct marketing 24%
Sales promotion 20%
Event and experience 16%
Public relation 10%
Total 100%
Page No. 44
Sample Size – 10
Public selling
events and experience
sales promotion
Direct marketing
Interpretation:-
30% dealers say Public selling are more effective for CEAT Tyres, 24% people say Direct
marketing, 20% people say Sales promotion, 16% people say Event and experience and 10% dealers
say Public relation are more effective for CEAT Tyres.
Q.10 do you think promotion through social networking websites will be helpful for CEAT Tyres?
Particular Respondents % of respondents

Yes 7 70%
No 3 30%
Total 10 100%
Sample Size – 10
Page No. 45
No
30%
Yes
70%
Yes No
Interpretation:-
70% people say yes for promotion through social networking websites will be helpful for CEAT
Tyres and 30% people say no.
Q.11 If CEAT Tyres is to be endorsed by celebrity will it a affect your purchasing/ selling decision?
Particular Respondents % of respondents

Yes 6 60%
No 4 40%
Total 10 100%
Sample Size – 10
Page No. 46
Yes No
Interpretation:-
60% dealers think that endorsed by celebrity will it a affect their purchasing/ selling decision and
40% dealers don’t think that endorsed by celebrity will it a affect their purchasing/ selling decision.
Q.12 Do you want any changes in promotional activity?
Respondent No .of Dealers % in Response

Yes 8 80%
No 2 20%
Total 10 100%
Page No. 47
20%
yes
no
80%
Interpretation:-
20% customers yes to told some changes in promotional activity &
80% customers said that no other changes in promotion activity of CEAT Tyres.
For Retailers:-
Q.1Name the most preferable brand of customer?

CEAT 6 40%
MRF 4 27%
Apollo tyres 2 13%
JK tyres 2 13%
Others 1 7%
Total 15 100%
Page No. 48
Sample Size – 15
7%
13%
40%
13%
27%
Interpretation:-
From the above table 40% retailers said the most preferable brand of customer is CEAT tyres,
27% is MRF, 13% is Apollo tyres, 13% is JK tyres and 7% is others company’s tyres is
preferable brand of customer.
Q.2 Is your dealers provide credit facility to you?
Respondent No .of Retailers % in Response

Yes 9 60%
No 6 40%
Total 15 100%
Sample Size – 15
Page No. 49
40%
yes
no
60%
Interpretation:-
60% say yes to, their dealers provide credit facility to them & 40% say no.
Q.3 Is your dealers give the delivery of CEAT tyres on time?

Yes 11 74%
No 4 26%
Total 15 100%
Sample Size – 15
Page No. 50
26%
74%
yes no
Interpretation:-
74% of retailers said yes to, their dealers give the delivery of CEAT tyres on time & 26%of retailers
said their dealers take time on delivery of CEAT tyres.
Q.4 Is season affect the selling of CEAT tyres?

Yes 8 54%
No 4 26%
Can’t say 3 20%
Total 15 100%
Sample Size – 15
Page No. 51
Can't say
20%
yes
54%
no
26%
Interpretation:-
54% of retailers said yes that season affect the selling of CEAT tyres,26% of retailers said no &20%
of retailer can’t estimate this.
Q.5 Reason that motivates respondents to buy the CEAT tyres?
Particular Frequency Percentage

Quality 8 54%
Variety 2 13%
Availability 3 20%
Price 2 13%
Total 15 100%
Page No. 52
Reason that motivates respondents to buy the

CEAT Tyres
13%
20%
54%
13%
Quality Variety Availability Price
Interpretation:-
54% of retailers out of 100% they said Quality can motivate to respondents to purchase CEAT
tyres 13% of retailer said Variety, 20% of retailer said Availability & 13 % retailers said Price.
Q.6 Are you satisfied with the promotional strategy of CEAT tyres?
Particular No .of Retailers % in Response

Yes 9 60%
No 6 40%
Total 15 100%
Sample Size – 15
Page No. 53
40%
60%
yes no
Interpretation:-
60% of retailers said yes & on the contrary 40% of retailers said no they are not satisfied with the
promotional strategy of CEAT tyres.
7. LIMITATION:-
 This research limited for Nagpur city only.
 The opinion of the respondents may be biased, due to preference to any other product brand
or personal choice.
 Assumption is made that views and suggestion given by the respondent are his factual
knowledge about information.
Page No. 54
 The study may be subject to perception or communication error.
 The research study is limited to the population of Nagpur city and that too only east Nagpur.
Hence the sample size taken into consideration is very limited.
 Since the project has to be completed within a short period of time the information collected
could be biased.
 The study is based on responses of client and guidance of corporation only, which may not
give a true picture.
 Approaching retailer to take their opinion is a very time consuming.
● There was limited consumer base.
 Last but not the least and the most deciding factor paucity of time.
8. CONCLUSION:-
The Research Work Was Successfully Identifying The Different Segmentation Of CEAT And
Also The Sales Trend. The Conclusion Can Be Drown From This Study May Be:-
 CEAT tyres is India’s one of the leading automobile manufacturer and also the leader of the
market both in terms of volume and revenue generated.
 The awareness level should be increased by the different means of promotional efforts.
Page No. 55
 Television Advertisement influences most of the customer to buy Television Advertisement

influences most of the customer to buy they still like the easily availability of various
products. So that CEAT Tyres’s customer is fully satisfied to use the product.
 Prices should be reduced.
 Features and quality played a key role in the buying behavior and satisfaction level of
customer. Dealers play a key role in the channels of distribution.
 Hence CEAT tyres has capture over all share in the Indian tyres market.
FINDINGS:-
 It clears that all dealer are experienced enough to understand the trend of sales and
segmentation of CEAT tyres and they can also add valuable suggestion to us for the
recommendation part.
Page No. 56
 From the above study seems that the CEAT tyres’ dealers always trying to customer by
service quality, giving accessories, free pick up and drop facility during services,
documentation assistance and finance assistance. But from this different areas customer more
satisfied with CEAT tyres service quality.
 Here we can conclude that the sales position of CEAT tyres is going up and up. So CEAT
tyres should always maintain this. Because CEAT has most of the more experiences
employee.
SUGGESTIONS:-
 The dealer should invest more money on advertising through media, internet and personal
selling.
Page No. 57
 Allurement and discount schemes should be given to the highest selling dealer of CEAT tyres
and the chain should reach to the consumer as well.
 The CEAT dealer arranges the big event in every month for increasing the selling on the
vehicles.
 CEAT tyres most of all dealer have more experience employee and the dealer should
maintain this.
 Dealer supposed to give special scheme to customer which is made by dealer.

BIBLIOGRAPHY:-
Book referred:-
 Gerson, R.F., Measuring Customer Satisfaction. Menlo Park, CA. 1993.
Page No. 58
 Mihelis A, Grigoroudis E., Siskos Y., Politis Y., Malandrakis Y., Customer Satisfaction
Measurement in The Private Bank Sector, European Journal of Operational Research 130
(2001) 347-360.
 Hawkins, Del I. &Tull, .Donald S, (2004), Marketing Research in Practice, Marketing

Research-Measurement and Method, 6th edition, pp 1-4.
 Philip Kotler, "MARKETING MANAGMENT".
 Anderson, E.W. and Fornell, C., ``A Customer Satisfaction Research Prospectus'', in
Rust, R.T. and Oliver, R.L. (Eds), Service Quality: New Directions in Theory and Practice,
1994, 241-68.
 Parasuraman, A., Zeithaml, V.A. and Berry, L.L. , ``Servqual: A Multiple-Item Scale
For Measuring Consumer Perceptions Of Service Quality'', Journal of Retailing, Vol. 64,
spring 1988, 12-40.
 Company source.
Website:-
 WWW.Google.com
 www.wikipedia.com
 www.businessknowhow.com/marketing
QUESTIONNAIRE:-
NAME - _____________________________________________
Page No. 59
AGE - _______________
GENDER- ________________
ADDRESS - _____________________________________________________________________
DATE- / / PLACE-
For Dealers:-
Q.1 from how many years you are selling CEAT tyres?
More than 40 year
More than 20 year
More than 15 year
Q.2 which company’s tyre you are selling more?
CEAT
MRF
Others
Q.3 at present which segment is in more demanded by customer?
For Two-Wheelers
Four-Wheelers
Page No. 60
Tractors,
Tippers and Trucks
Q. 4 what are the different area mention below in which you as dealer trying to satisfy the customer?
Service quality
Giving accessories
Free pick up and drop facility during service
Documentation assistance
Finance assistance
Q.5 what is the sales position of CEAT Tyres?
Going up
Going down
Response constant
Q.6 as per your experience customer is price sensitive?
Yes
No
Q.7 what is competitive advantage of CEAT Tyres over other Tyres companies?
Price
Quality
Service
Q.8 Do you provide finance facility to your customers?
Yes
No
Page No. 61
Q.9 which promotional tools are more effective for CEAT Tyres?
Public selling
Direct marketing
Sales promotion
Event and experience
Event and experience
Q.10 do you think promotion through social networking websites will be helpful for CEAT Tyres?
Yes
No
Q.11 If CEAT Tyres is to be endorsed by celebrity will it a affect your purchasing/ selling decision?
Yes
No
Q.12 Do you want any changes in promotional activity?
Yes
No
For Retailers:-
Q.1Name the most preferable brand of customer?
CEAT
Page No. 62
MRF
Apollo tyres
JK tyres
Others
Q.2 Is your dealers provide credit facility to you?
Yes
No
Q.3 Is your dealers give the delivery of CEAT tyres on time?
Yes
No
Q.4 Is season affect the selling of CEAT tyres?
Yes
No
Q.5 Reason that motivates respondents to buy the CEAT tyres?
Quality
Variety
Availability
Price
Q.6 Are you satisfied with the promotional strategy of CEAT tyres?
Yes
No
Page No. 63
Q. 7 Any suggestions….
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
Page No. 64

MARKETING STRATEGY OF CEAT TYRES

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

MARKETING STRATEGY OF CEAT TYRES

Uploaded by

Copyright:

Available Formats

A STUDY OF MARKETING STRATEGY ADOPTED BY CEAT TYRES IN NAGPUR CITY

1.1 Introduction of Marketing:-

(American Marketing Association)

(Dr. Philip Kotler’)

1.2 Importance of Marketing:-

1.3 Market Research:-

A successful business organization takes competition seriously by being aggressive in their

1.4 Marketing Research Explained:-

1.5 Characteristics of Marketing Research:-

1.6 Marketing Plan: Marketing Objectives And Strategies:-

Examples of marketing objectives follow:

3. Decrease or remove potential customers' resistance to buying our product, leading to a 20

1.7 MARKETING MIX:-

1.8 Marketing Strategies:-

Marketing strategy is the fundamental goal of increasing sales and achieving a

c) Why Is Marketing Strategy Important?

 Marketing strategy is a powerful process that gives an organization a competitive advantage

1.9 Consumer Buying Behaviour

Factors Affecting Consumer Behaviour

II. Social factors:-

Reference groups and membership groups:-

III. Personal factors:-

Age and way of life:-

Purchasing power and revenue:-

IV. Psychological factors:-

2.1 COMPANY PROFILE:-

One of India's leading tyre marketers: capacity of

CEAT manufactures high-performance world-class radial tyres for a range of vehicles

Flagship Company of RPG Enterprises

2.2 HISTORY OF COMPANY:-

1973 - 55,660 bonus equity shares issued in the proportion 1:6.

1976 - 55,660 bonus equity shares issued in the proportion 1:7.

2016 -CEAT announces investment of Rs. 2800 crore".

 Small Commercial Vehicles

CAR & SUV

FARM VEHICLES & TRAILERS

OFF THE ROAD / SPECIALITY

 ABP Award For Brand Exellence_Automobile (Tyres) Sector

 CEAT Bike-tagging: Campaign showcasing the innovative use of technology 2013

 Best Direct Marketing Campaign of the year 2013

 Best Supplier award from TATA Motors 2013

 Employer Branding and Best HR Practices 2013

 Gold in Reader’s Digest Most Trusted Brand 2012

 CAPEXIL: Special Export Award 2012

 Consumer Award for Cause Based Marketer of the Year 2011

 High Brand awareness.

 Fantastic product line.

 Local brand of specific relevance to India.

 Integrated supply chain and well spread manufacturing unit.

 Strong parent company.

 Ability to deliver cost savings.

 Price positioning in some categories allow from low price competition.

 Varying quality range in its product.

 Many competitors enter into the market

 Limited presence in the premium market.

 Upgrading consumer through innovation to new level of quality and performance.

 Co-creating the growth strategies.

 Aggressive price competition from local and multinational players.

 Availability of cheap local brand and imitation.

 Spurious/counterfeit products in rural areas and small towns.

 Increasing allergies cases.

 No existence of brand image in long run.