MRF Project

PROJECT REPORT
ON
“BRAND EXPANSION STRATEGY”
IN
MRF LIMITED
Submitted to
MAHARSHI DAYANAND UNIVERSITY, ROHTAK,

In partial fulfillment of the requirements
for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
(INDUSTRY INTEGRATED)
July 2013
Submitted by:
Name: P.Bokkish raja
Reg.no: 1130690018
Roll no.: 1190211109
NBA SCHOOL OF BUSINESS
(ELC CODE: 331011050)
NBA Group of Institutions
Scindia Villa, Sarojini Nagar, Delhi

MRF Tyres and Service Franchise
CERTIFICATE
This is to certify that P.BOKKISH RAJA, a student of the Maharshi Dayanand University,
Rohtak, has prepared his/her Project Report entitled “ brand expansion strategy Program
for students” at MRF LIMITED under my guidance. She/he has fulfilled all requirements
leading to award of the degree of MBA (Industry Integrated). This report is the record of bonafide
training undertaken by him/her and no part of it has been submitted to any other University or
Educational Institution for award of any other degree/diploma/fellowship or similar titles or prizes.
I wish him all success in life.
Prof.Honey Dhussa
Professor
(IB&HR)
2
STUDENT DECLARATION
I hereby declare that the Project Report conducted at
MALAISODI TYRES ,TUTICORIN
Under the guidance of
Prof.Honey Dhussa
(IB & HR)
Submitted in Partial fulfillment of the requirements for the
Degree of
MASTER OF BUSINESS ADMINISTRATION
(Industry Integrated)
TO
MAHARSHI DAYANAND UNIVERSITY, ROHTAK
Is my original work and the same has not been submitted for the
award of any other Degree/diploma /fellowship
or other similar titles or prizes.
Place: New Delhi BOKKISH RAJA.P
Date: Reg.no: 1130690018
Roll No.: 1190211109
3
4
ACKNOWLEDGEMENTS
I am thankful to all the people who have directly or indirectly helped me in the successful
completion of my project.
It was a privilege working in MALAISOODI TYRES, TUTICORIN. I would like to express my
gratitude towards the management of Advait Life Education.
I am extremely thankful to Mr. P.M.Paulraj (Managing Director of Malaisoodi Tyres) under
whose able guidance I could complete my project successfully. He was very helpful and
encouraged me to put forth my ideas.
I am also thankful to Prof.Honey Dhussa for his extremely valuable guidance and cooperation to
complete my project.
I express my deep sense of gratitude to him for providing me all the support and guidance during
the completion of my project.
I also thank the employees of Malaisoodi tyres for their valuable suggestion and cooperation.
Bokkish raja.P
Reg.no: 1130690018
Roll No.: 1190211109
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CONTENTS:
CHAPTER 1:
I. INTRODUCTION 08
II. STATEMENT OF THE PROBLEMS 12
III. OBJECTIVES OF THE STUDY 13
IV. SCOPE & LIMITATIONS 14
CHAPTER 2:
I. LITERATURE REVIEW 16
II. IMPROVING CUSTOMER SATISFACTION 17
III. INDUSTRY PROFILE 18
IV. PRODUCT CATEGORY IN TWO WHEELER SEGMENT 32
V. COMPANY PROFILE 42
VI. RESEARCH METHODOLOGY 51
CHAPTER 3:
I. DATA ANALYSIS AND INTERPRETATION 54
6
CHAPTER 4:
I. FINDINGS 67
II. SUGGESTIONS 69
CHAPTER 5:
I. Strategic Group Analysis. 72
II. NEW BUSINESS EXPANSION. 74
III. TECHNOLOGY COMPETITIVE ADVANTAGE. 76
CHAPTER 6:
I. CONCLUSION 89
II. QUESTIONNAIRE 90
III. BIBLIOGRAPHY 93
IV. APPENDIX 94
7
CHAPTER I
8
INTRODUCTION
9
INTRODUCTION
The main object of every organization is to earn more profit, to achieve this object the organization
should increase its sales by getting more customer and the only way to get more customer is that
the organization should provide expected satisfaction to the customers.
Here the word customer satisfaction means “the utility which customer expect from the product”
and when a customer get expected utilities it is called as customer satisfaction.
MRF manufactures the largest range of tyres in India and enjoys the highest brand preference for
superior quality, company manufactures the largest range of tyres in India and is the market leader
with the largest market share it tyre industry.
Since 1984 MRF tyres has consistently been chosen as oem fitment by almost every major car
manufacturer in India apart from tyres MRF also manufacturer conveyor belts, pretreads and
advanced polyurethane paints.
Here every customer of MRF is getting satisfaction and it may analyzed by the following
information
• MRF own No. 1 award for customer satisfaction by J.D Power Asia pacific for 2001&2002
• It is also created good brand name in other countries also, and it is the first Indian company
to export tyres to the US, the very birthplace of tyre technology. It is the first company in
India to manufacture and market Nylon tyres passenger tyres commercially.
10
• MRF is providing huge number of products to the customer as per the requirement and
need.
• They provide more warranties to the customers and it will shows that the company has
confident on its product.
So as per the above information it found that the customer satisfaction towards MRF tyres is good
11
STATEMENT OF THE PROBLEMS:
Profit earning has become one of the important objectives of each and every company.
It is very easy to attract new customers but retaining old customer is too difficulty only
the satisfied customer will remain loyal to the firm brands.
A person enters a showroom when he wants to purchase tyres, but before purchasing
tyres he consults so many persons about tyre. Like about price, quality, service etc, and then he
make decision to purchase.
If he finds any problem with tyres, he may change his positive attitude into negative
attitude towards tyres given by the showroom.
Considering, all above points, I have decided “To study the Customers Satisfaction
towards MRF Tyres in Tuticorin city”.
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OBJECTIVES OF THE STUDY:
A customer is not dependent on us we are dependent on customer , this statement is basis
thing for every firm or service sector.
Objectives are:
1. To know the customer satisfaction towards MRF tyres in Tuticorin city.
2. To know the attributes which creates customer satisfaction among MRF tyre users in
Tuticorin .
3. To know the satisfaction level of the customer with the MRF tyres.
4. To know valuable suggestion form the customer.
13
SCOPE & LIMITATIONS
SCOPE:
The study is purely based on the survey conducted in Tuticorin city and has focused on
customers. The study covers the information about the mind set which may varies from situation
& where the respondents may not be able to give required and accurate information.
LIMITATIONS:
1. Due to respondents busy schedules, the interests shown by respondents to answer the
questionnaire may be less. This may have resulted in collecting inaccurate information.
2. Due to time and cost constraint the sample size selected is 100.
3. The selected sample size is small as compared to the total number of customers. Hence the
obtained result may not be accurate as it may not represent the whole population.
4. The project is open for further improvement of the work.
14
CHAPTER II
Literature Review
15
Customer satisfaction
In a competitive marketplace where businesses compete for customers, customer satisfaction is

seen as a key differentiator and increasingly has become a key element of business strategy.
Measuring customer satisfaction
Organizations are increasingly interested in retaining existing customers while targeting non-
customers; measuring customer satisfaction provides an indication of how successful the
organization is at providing products and/or services to the marketplace.
Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the
state of satisfaction will vary from person to person and product/service to product/service. The
state of satisfaction depends on a number of both psychological and physical variables which
correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction
can also vary depending on other options the customer may have and other products against
which the customer can compare the organization's products.
Because satisfaction is basically a psychological state, care should be taken in the effort of
quantitative measurement, although a large quantity of research in this area has recently been
developed. Work done by Berry (Bart Allen) and Brodeur between 1990 and 1998 defined ten
'Quality Values' which influence satisfaction behavior, further expanded by Berry in 2002 and
known as the ten domains of satisfaction. These ten domains of satisfaction include: Quality,
Value, Timeliness, Efficiency, Ease of Access, Environment, Inter-departmental Teamwork,
Front line Service Behaviors, Commitment to the Customer and Innovation. These factors are
emphasized for continuous improvement and organizational change measurement and are most
often utilized to develop the architecture for satisfaction measurement as an integrated model.
Work done by Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and 1988 provides
the basis for the measurement of customer satisfaction with a service by using the gap between
the customer's expectation of performance and their perceived experience of performance. This
provides the measurer with a satisfaction "gap" which is objective and quantitative in nature.
Work done by Cronin and Taylor propose the "confirmation/disconfirmation" theory of
combining the "gap" described by Parasuraman, Zeithaml and Berry as two different measures
(perception and expectation of performance) into a single measurement of performance
according to expectation. According to Garbrand, customer satisfaction equals perception of
performance divided by expectation of performance.
The usual measures of customer satisfaction involve a survey with a set of statements using a
Likert Technique or scale. The customer is asked to evaluate each statement and in term of their
perception and expectation of performance of the organization being measured.
Improving Customer Satisfaction
16
Published standards exist to help organizations develop their current levels of customer
satisfaction. The International Customer Service Institute (TICSI) has released The
International Customer Service Standard (TICSS). TICSS enables organizations to focus their
attention on delivering excellence in the management of customer service, whilst at the same
time providing recognition of success through a 3rd Party registration scheme. TICSS focuses an
organization’s attention on delivering increased customer satisfaction by helping the organization
through a Service Quality Model.
TICSS Service Quality Model uses the 5 P's - Policy, Processes, and People, Premises,
Product/Services, as well as performance measurement. The implementation of a customer
service standard should lead to higher levels of customer satisfaction, which in turn influences
customer retention and customer loyalty.
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INDUSTRY PROFILE
INTRODUCTION OF MRF COMPANY
18
1946 - A year to remember… India was on the threshold of independence.
A young entrepreneur, K.M. Mammen Mappillai, opened a small manufacturing unit where
balloons, latex cast squeaking toys and industrial gloves were manufactured… little did he
realize then that the company he started would grow to become the no.1 tyre manufacturer in
India.
MRF established its first office in 1949 at Chennai, Tamil Nadu, and India. The company began
as a manufacturer of toy balloons and other rubber products and then later on moved to
manufacture tyres in 1961.
Today MRF is into a league of its own with:
MRF manufactures the largest range of tyres in India and enjoys the highest brand
preference for superior quality, company manufactures the largest range of tyres in India and is
the market leader with the largest market share it tyre industry.
Since 1984 MRF tyres has consistently been chosen as oem fitment by almost every major car
manufacturer in India apart from tyres MRF also manufacturer conveyor belts, pretreads and
advanced polyurethane paints
The milestones achieved while being such a progressive and vibrant company, is also recognized
by the corporate world through a number of awards like.
Voted as one of the Indian most admired marketing companies by A & M leading advertising
and marketing and marketing journal.
No. 1 award for customer satisfaction by J.D Power Asia pacific for 2001&2002
Most ethical company in India by business world, a leading business magazine.
19
Industry Review
Indian Tyre Industry to Register a Growth of 9-10% in the Next 5 Years

The Indian Tyre Industry produced 736 lakh units of tyres (11 lakh tones) garnering Rs.
19000 crores in FY07. MRF Ltd. was the market leader (22% market share) followed closely by
Apollo Tyres Ltd. (21%). The other major players were JK Tyre & Industries (18%) and Ceat
Ltd.(13%). The Indian tyre industry is characterized by its raw material intensity (raw material
costs account for approximately 70% of operating income), capital intensity, and cyclicality, fierce
competition among the top players, low bargaining power and resulting low margins. The top
players are now focusing on branding their products and strengthening their distribution network
so as to increase their market share.
The industry derives its demand from the automobile Industry. While OEM market off take
is dependent on the new vehicle sales, replacement market demand depends on the total population
of vehicles on road, road conditions, vehicle scrapping rules, overloading norms for trucks, average
life of tyres and prevalence of tyre retreading.
The main category of tyres produced in the country is that of Truck & Bus tyres. These
tyres accounted for 57% of the total tyre tonnage production in FY07 followed by LCV tyres which
accounted for 9% of the total tyre tonnage production. Approximately 53% of the total tyre tonnage
off take was by the replacement market, 31% by OEM and 15% by the export market in FY07.
The industry tonnage production registered a 5 year CAGR of 9.69% between FY 02-07. The
largest category of Truck & Bus tyres recorded a 5 year CAGR of 7.85% (slower than the industry)
20
while Light Commercial Vehicle (LCV), motorcycle and car tyre categories grew at 15%, 16%
and 14% respectively (faster than the industry). Off the road (OTR) tyre category (customized
tyres) which fetch a higher margin compared to other tyre categories, is the fastest growing
category.
The OTR tyre category has registered a 5 year CAGR of over 20% in the last five years.
Most of the top players are increasing their capacity for the production of OTR tyres so as to
improve their product mix, this being a high margin product.
The exports from the country clocked a CAGR of 13% in unit terms and 18% in value
terms in the period FY 02-07. Most of these tyres that are exported are of cross ply design. With
radicalization catching up in some of these markets, the Indian manufacturers will need to graduate
to production and export of radial tyres so as to protect their share in the export market.
Radicalization of tyres is still minimal in India.
Only the car tyre market has moved to radial tyres (95%) but in all other categories, cross
ply tyres are still preferred. Poor road conditions, overloading in trucks, higher cost of radial tyres
and poor awareness of the tyre users are the main reasons for the non transition of the domestic
market to radial tyres. However, going ahead radicalization in truck & bus tyres may increase due
to government’s focus on infrastructure development.
21
CARE Research projects the Indian Tyre Industry to register a growth of 9-

10% in the next five years
The Indian Tyre Industry produced 736 lakh units of tyres (11 lakh tones) garnering Rs. 19,000
crores in FY 07. MRF Ltd. was the market leader (22% market share) followed closely by Apollo
Tyres Ltd. (21%). The other major players were JK Tyre & Industries Ltd (18%) and Ceat Ltd.
(13%). The industry tonnage production registered a 5 year CAGR of 9.69% between FY 02-07¬.
Truck & Bus tyre category (accounting for 57% of the tonnage production) recorded a 5 year
CAGR of 7.85% (a rate slower than that of the industry) while Light Commercial Vehicle (LCV),
Motorcycle and Car tyre categories grew at 15%, 16% and 14% respectively (at rates faster than
that of the industry). Off the road (OTR) tyres (customized tyres which fetch a higher margin
compared to other tyres) category is growing at a fast pace. The OTR tyre category registered a 5
year CAGR of over 20% in the last five years. Most of the top players are increasing their capacity
for the production of OTR tyres so as to improve their product mix, for e.g. CEAT Ltd. is
increasing its OTR capacity at its Nasik plant from 60,000 to 1,00,000 tyres by end 2008, JK Tyre
& Industries is expanding its OTR capacity from 25,000 tyres to 42,000 tyres by end 2008, even
smaller player like Falcon tyres is making its foray into the OTR category.
The exports from the country clocked a CAGR of 13% in unit terms and 18% in value terms in the
period FY 02¬07. Most of these tyres that are exported are of cross ply design. With radicalization
catching up in some of these markets, the manufacturers will need to graduate to radial tyres so as
to protect their share in the export market. Radicalization of tyres is still minimal in India. Only
the car tyre market has moved to radial tyres (95%) but in all other categories cross ply tyres are
still preferred. Poor road conditions, overloading in trucks, higher initial cost of radial tyres and
poor awareness levels in tyre users are the main reasons for the non transition of the domestic
market to radial tyres. However, going ahead, radicalization in truck & bus tyres may increase due
to government’s focus on infrastructure development.
CARE Research expects the tyre industry to register a tonnage growth of 9¬10% in the next five
years (FY 07¬12). The truck & bus and LCV tyre category are expected to register a CAGR of 8%
and 14% respectively (FY 07¬12).
22
MARKET PLAYERS
Indian % International %
MRF 22.00% Michelin 20.01%
Apollo 20.00% Brighestone 18.04%
JK Tyres 19.00% Goodyear 16.09%
Ceat 16.00%
Birla 7.00%
Goodyear 6.00%
Birla Tyres
Registered Office Shivam Chambers 53,
Syed Amir Ali Avenue, Kolkata,
West Bengal-700019.
Phone +91-33-22814516
Primary Industry Tyre Manufacturers

Total Employees 30
Business Summary
Birla Tyres entered the Indian tyre market in 1991. The manufacturing facilities are located
at Balasore in Orissa. In ten years of operation, it has scaled new heights of productivity.
The initial capacity of 1 million tyres per annum has since been enhanced to 1.5 million
tyres per annum. The new millennium saw it roll out high performance Steel Belted Car
and L.C.V. radials, using state-of-the-art machines with the latest technology from the
world famous Pirelli of Italy. The continuous quest for excellence saw the Birla Tyres team
add many feathers to its cap. It has received ISO 9001, ISO 14000 and QS 9000
certification.
Publicly traded No
Contact Persons
Name Phone Email
+91-33-22814516 ho@birlatyre.com
Executive Team
Executive Name Designation Phone
23
Company Website http://www.birlatyre.com/
Jk Tyre & Industries Ltd. - Company Profile.
Company Profile: Jk Tyre & Industries Ltd.

Ticker: 530007
Exchanges: BOM
2007 Sales: 27,652,000,000
Major Industry: Chemicals
Sub Industry: Rubber & Tire Mfrs.
Country: INDIA
Employees:
Business Description
Jk Tyre & Industries Ltd. Formerly known as J.K.Industries Limited. The Group's principal activity is to
design, develop, manufacture and market of conventional and radial tyres, tubes and flaps. It manufactures
truck and bus radials, steel radials for cars, LCV, trucks and bus. Its radial brands of the Group include
Ultimo and Rally.
APOLLO TYRES LIMITED
Apollo Tyres Limited is the premier tyre manufacturing company in India. In truck tyres it has more than 30% market
share. The brand XT7 became the largest selling truck tyre in the country. The vision of the company is to be a leader
in the Indian tyre industry and a significant global player.
Quick Facts
Country India
Industry Tyre manufacturing
Listings & its codes NSE: APOLLOTYRE; BSE: 500877
Head Office 7 Institutional Area, Sector-32
Gurgaon Haryana - 122001, India
Tel.: +(91)-(124)-2383002 to 18
Registered Office 6th Floor, Cherupushpam Bldg.
Shanmugham Road, Cochin-682031 (Kerala)
Tel.: +(91)-(484)-2381902, 2381903, 2380720
Website www.apollotyres.com
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Bridgestone
s
The Bridgestone Group (the parent company Bridgestone Corporation and its consolidated subsidiaries)
constitutes the world's largest manufacturer of tires and rubber products. The parent company was
established in 1931 in the small town of Kurume on the island of Kyushu in Japan. Today, the Bridgestone
Group has manufacturing bases in 25 countries and sells products in over 150 countries worldwide. Tires
accounted for about 80% of consolidated sales in 2006, with the remainder made up of a varied range of
industrial and consumer products, together with bicycles and other sporting goods.
Headquarters 1-10-1 Kyobashi, Chuo-ku, Tokyo 104-8340 JAPAN
Telephone +81-3-3567-0111
Stock Code - TSE
5108 Stock Price - TSE
President Shoshi Arakawa
Sector Opthomology
Industries Industrial & Manufacturing
Established 1931
Listed 1961
Homepage Error! Hyperlink reference not valid.
Market drivers: India

• Robust growth rate in all vehicular segments over last 5 years
• Improved capacity utilization by all major manufacturers(>80%)
• Decrease in custom and excise duties to nullify increase in raw
25
Material costs and increases OPM

• Low labour cost : partially offset by low productivity
• Improved credit profile and loan serviceability
Market challenges: India

• The Radicalization challenge- Radial vs. Cross ply Tyres
Global average- 65% India -2%
Why use Radial tyres?

Positives Negatives
Longer life -100,000 kms Comparatively Higher Cost
Better fuel efficiency – 5 to 8% marginally poorer overloading
Lower aspect ratio- Better control
• Other challenges –Poor roads
Misperception that they are unsuited for India
Difficulty to integrate in old vehicles
Lack of radial manufacturing capabilities
Scope and challenges

• Industry poised for a very good growth rate
• More J.V’s with world market leaders- better technical
Know-how and quality
• Growth in automobile sector – cumulative effect on
Tyre industry
• Increasing trend in capacity utilization – better output
• New and uncharted territories as export markets.
• Increasing productivity – both labour and machinery
• Competition from other developing markets
• Increasing raw material costs – will effect OPM
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MRF LTD.
"Tyres with Muscle"
MRF Ltd. is the first Indian company to export tyres to the US, the very birthplace of tyre
technology. It is the first company in India to manufacture and market Nylon tyres passenger tyres
commercially. In 2004, the company's turnover crossed INR 30 billion mark. The company was
given the title of most ethical company by 'Business World' magazine after a survey conducted in
1999.
Quick Facts
Founder K. M. Mammen Mappillai
Country India
Year of Establishment 1946 as a toy factory
Industry Tyre Manufacturing
Listings & its codes NSE: MRF; BSE: 500290
Registered Office 124, Greams Road

Chennai - 600 006
India
Tel.: +(91)-(44)-28292777
Fax: +(91)-(44)-28291844/ 0562
Website http://www.mrftyres.com/
Related Website http://www.mrf-exports.com/ (MRF Exports)
27
Segment and Brands

• Truck / Bus Tyres
• Light Commercial, Jeep & Utility Vehicle Tyres
• Passenger Cars Tyres
• Off the road tyres
• Two-Wheelers Tyres
MRF Ltd:
A LEADING PLAYER IN THE TYRE MANUFACTURING INDUSTRY
MRF Limited is engaged in the manufacturing, distribution
And sale of an extensive range of superior quality tyres for
Various kinds of vehicles.
The company’s operations relate to manufacture of rubber products, such as tyres, tubes, flaps,
tread rubber
And conveyor belt, as well as specialty coatings for a variety of applications. MRF has six
production facilities in India and around 80 sales offices. From its humble origins in 1946, the
company has come long way to become the market leader in the tyre manufacturing industry. MRF
exports its products to over 75 countries
Worldwide. Today, global tyre manufacturers have to plan and adapt to changes in customer
Demand, fluctuations in raw material prices and availability, while keeping pace with timelines
for shipments; in the face of increasing competition in the global marketplace.
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MRF ranked 12th by Crain Communication
MRF, India’s largest tyre-maker, has moved up the pecking order. According to the latest report
of Tire Business, published by Crain Communications of the US, MRF’s rank has improved to
12th during 2000 from 13th during 1999.
The special report titled, "2001 Global Tyre Company Ranking", covered 72 tyre companies
across the world. Commenting on the improved ranking of MRF, executive director (marketing),
Philip Eapen told ET, "It clearly shows the intrinsic strength of MRF, brand equity and its ability
to protect bottom-line.
He said that MRF is retaining its position as number one tyre company in India for the last several
years. Its improved global ranking comes at a time when the automotive industry is facing a tough
market with tremendous pressure on margins.
At the global level, Bridgestone Corporation was ranked number one by Tire Business, closely
followed by Michelin. Among other major Indian players, J K Industries was ranked 17th against
16th in 1999 while Apollo Tyres moved up the ladder from 21 to 18 in 2000. Ceat was positioned
at 20 last year against 19 in 1999.
Eapen said MRF has emerged as the sole supplier of truck tyres to Volvo. While it is the largest
supplier of radial car tyres (40 per cent share) to Telco’s Indica with a monthly supply of 10,000
tyres.
MRF was originally started as a small manufacturing unit of balloons, latex cast squeaking toys
and industrial gloves. It was only in the year 1961 that the company started manufacturing tyres.
Today, MRF has 6 manufacturing plants in India located in Tiruvottiyur and Arakonam in Tamil
Nadu, Kottayam in Kerala, Ponda in Goa, Medak in Andhra Pradesh, and one in the Union
Territory of Pondicherry. It has a distribution network of more than 2,500 outlets in the country
and exports tyres in over 75 countries globally. The company established its first office in 1949 at
Chennai, Tamil Nadu. It has overseas offices in United Arab Emirates, Bangladesh and Vietnam.
29
MRF manufactures the largest range of tyres in India and it has the highest brand preference. It
makes tyres for heavy duty truck, bus, light truck, passenger car to motor sports, rally cars, off the
road earth movers, two and three wheelers, farm service and military service. It is the market leader
and has 26 per cent share in the Rs 19,00000 million Indian tyre industry.
Funskool India is a joint venture between MRF and Hasbro Inc., USA, the world`s largest toy
company. Funskool`s Goa plant has been making its own moulds for a number of its products, the
most popular of which are Pipsqueaks, a range of low priced baby toys. MRF collaborated with
PIRELLI to manufacture Conveyor Belting. The MRF Conveyor Belt plant in Arkonam, Tamil
Nadu, with an annual capacity of 3000 tonnes, is the most modern belting plant in India. The
company also has a paints and coating subsidiary. It manufactures speciality coatings for wide
range of applications like Metalcoat, Woodcoat Glasscoat etc. MRF made a foray in retreading as
far back as 1970. MRF Pretreads is the most advanced Precured Retreading system in India. MRF
made a foray in retreading as far back as 1970. In the MRF Pretreads system, the tread rubber is
precured from MRF`s factory. It also has the specialised expertise required for retreading Radial
Tyres. The company is an original equipment supplier (OES) of radial tyres to Tata Indica,
Hyundai Elantra, Ford Fiesta and many other cars. Volvo also sources most of its tyres
from MRF for its Indian operations.
30
Financials
The Company swung to loss for the quarter ended December 2008. During the quarter, the
company reported loss of Rs 383 million compared with a profit of Rs 517.50 million in the same
quarter last year. Net sales for the quarter rose 17% to Rs 13,519.70 million, while total income
for the quarter rose 16.81% to Rs 13,560.30 million, when compared with the prior year period. It
reported loss of Rs 90.32 a share during the quarter compared with earnings of Rs 122.03 a share
in previous year period.
31
PRODUCT CATEGORY IN TWO

WHEELER SEGMENT
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Awards and Achievements:

In 2000, MRF launched smile campaign on Indian
roads.
MAJOR MILESTONES OF MRF COMPANY
The company has stood Himalayan height in the tyre industry. It grabbed all most all
prestigious awards in the key areas like production, customer satisfaction, exports and
many more.
40
MRF: A tough brand
An enterprise that started as a toy ballon maker in 1946 in South India quickly grew to
become one of India’s biggest and respected companies. Renowned for product superiority and
innovation, MRF continues to be the leading tyre maker in India.
MRF crossed the INR 3 bn mark and also became the No 1 tyre company in India. MRF legend
the premium nylon car tyre was introduced.
The MRF pace foundation was set up with international pace bowler, Dennis Lilli as its director.
Not long thereafter, pace bowlers trained at the foundation were selected for the Indian cricket
team. In the year 1989, MRF was the clear market leader in every tyre segment. Once again in
recognition of excellence, MRF was awarded the Vishweshwarayya award for the Best business
house in India.
MRF collaborated with Hasbro Intl USA, the world’s largest toy makers, and launched funskool
in India. Company also entered into collaboration with Vapocure, Australia to manufacture
polyurethane paint formulations and with Pirelli muscleflex, conveyor, and elevator belting.
MRF also opened the MRF tyredrome, India’s first tyre company owned wheel care complex at
Madras.
MRF brought the 6th world cup boxing championship to Mumbai the first of its kind- with 39
countries participating. In 1993 & 1995 the company was voted by the far eastern economic
review as one of the ten leading corporate groups in India and a leader in Asia. During the same
time MRF was selected as one of India’s most admired marketing companies by the readers of
the A&M magazine.
The company’s turn over crossed INR 15 bn in the year 1995.In 2000, MRF launched smile
campaign on Indian roads. It also launched ZVTS tyres for passenger cars in 2000.
MRF wins JD power award in 2003 & 2004. So far it has taken 6 JD awards.
IN the year 2004, MRF’s turnover crossed INR 30 bn mark. In 2005, MRF wins the it’s third
APRC rally. In 2006, MRF’s turnover crossed the 5000 crore mark.
41
COMPANY PROFILE
42
INTRODUCTION OF MALAISOODI TYRES

Establishment:
On March 8th 2002, the MALAISOODI Tyres authorized dealer for MRF
tyres. It was inaugurated by Mr.Charles(Regional manager) & Asst District Manager Mr. Edison,
regional office, Chennai.
MRF company follows the corporate identity for the establishment of
showrooms across the country.
Corporate Identity:
It means the company has its policy in respect of land, building, paints & timing of showroom.
It considers the following factors while starting a showroom as per the Corporate Identity.
i) Location: Every commercial phenomena needs a good location. It up lifts the business
process. Malaisoodi Tyres situated in a main road and it is connected to a bus stand.
ii) Building: For customer attraction a well planned infrastructure is essential. It has
2500 sq. ft area of show room. As well as 1000 sq feet for gowdown, which is connected
with show room.
iii) Machinery: To install the tyres in proper way it has different machines like ..,
a) Tyre Fermant machine
b) Air Compressor
c) Wheel alignment tooling machine
iv) Labours: The labours are the base for any organization. In Tuticorin, there is no
problem for required labours for this business. Malaisoodi Tyres has sufficient and
skilled workers.
Key Competitors: Newly established Appollo Tyres Show rooms and other local branded
tyre showrooms. But these have not any significant effect on show room activities.
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SPECIFICATIONS OF CORPORATE IDENTITY

1) Showroom must be situated in a place which should have easy connectivity.
2) Show room must have the length of 1000 sq.ft.
3) Frontage of 20 feet connected with gowdon of minimum 500 sq.ft.
4) Display of racks, inside & outside showroom colour, display boards, tiles, reception table,
as per the company specifications.
5) Showroom should have automotive tyre fitment machine which must be placed in the
showroom visible to the customers.
6) Company decides monthly sales target, on the basis of population and number of vehicles.
Target goes on renewing and dealer must compulsorily achieve the target.
7) Company has regional offices, so as to fulfill the needs of a dealer. It also has employed,
technical supervisor, sales supervisors.
DUTIES OF TECHNICAL SUPERVISION:

1) To look after the dealers problems.
2) To facilitate any changes in price of a tyre any improvements, and to inform the new tyres
which are going to introduce in the market.
3) Technical Supervisor is a qualified technical person who actually completed engineering
and got training regarding tyres and tubes specifications.
4) One regional office covers 4 districts. Tuticorin comes under regional office of Chennai.
5) Company usually replaces tyres if tyres are found to have minimum of 5% manufacturing
defects.
DUTIES OF SALES SUPERVISOR:

1) Twice in a month he visits the dealer.
2) Collects information about the customer.
3) Visiting each and every customers and informing them about quality and price of tyres.
4) He helps the dealer to increase the sales and works with them to achieve the monthly
targets.
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DEPARTMENT OF MALAISOODI TYRES, TUTICORIN

To provide better service Malaisoodi TYRES has made 3 sections. They are as follows.
1) Sales Section
2) Accountant
3) Service station
SALES SECTION
To achieve increased sales Malaisoodi Tyres has separate sales section. It provides the
quotations and all information regarding the tyres to the customers. Sales section plays
significance role in achieving targets by. It has to provide all information regarding sales to
regional sales supervisor.
ACCOUNT SECTION
It collects all information of transaction and records in systematic manner. It maintains
different account books for different tasks. It also maintains ledgers and regular balance sheets.
SERVICE SECTION
This department provides quality service to customers. It fits the tyres in right position with
the help of tyre fitment machine. And it replaces the defective tyres if the tyres found to be 5%
defectives and provides tyre remolding facility to customers in a less price.
FUNCTIONS OF THE SHOW ROOM
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I) Customer Visit: Customer care supervisor attends the customer and gives information
regarding :
a) Model
b) Size
c) Price
d) Quality
e) Other information about tyres.
II) Complaint of tyres: Complaints are taken from the customer recorded in the dockets
like serial number, name of customer, contact number, date of purchase and purchase
bill.
III) If any car radial tyres purchased from the showrooms, then the tyres will be fitted in
the showroom with the help of automate tyre changer.
IV) Dealer has to pay from his own pocket for any promotional activities undertaken by
him.
V) It collects information regarding to tyre users and sends it to regional office.
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DISRTIBUTION CHANNEL: The company has vertical marketing system. The

structure of the marketing system .
FACTORY
REGIONAL OFFICE
DEALERS
( MALAISOODI TYRE)
Main Dealer
CUSTOMER
It involves the distribution of tyres and tubes purchased from the company. The showroom
makes the purchase of tubes and tyres. For the Chennai regional office, and distributes tyres and
tubes to the customer through the show room.
The Malaisoodi Show room stands at the Dealers stage in the network of distribution. It
performs the operations according to the policies of the company.
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Type of tyres 2010-11 2011-12 2012-13*
Truck / Buses 122 146 160
Light Commercial 28 36 88
Vehicles
Jeep/trekker/Trax 40 60 100
Car BIAS ply 44 - -
Car radials 240 480 700
Motorcycle(Light 900 1500 2250

motorcycles)
Moped 50 120 150
Scooter 40 100 350
Auto 132 180 150
Tractor rear 12 40 60
Tractor front 4 10 20
Tractor trailor 20 20 20
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49
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RESEARCH METHODOLOGY
To achieve the stated objective a survey was conducted at Tuticorin city regarding
customer “satisfaction towards MRF Tyres” provided by Malaisoodi Tyres show room Tuticorin.
Primary Data:
Primary data is collected by the random sampling method. Here we have randomly
interviewed 50 customers through Questionnaire and personal interview and collected the primary
data.
Secondary Data:
These are generally published sources which have been collected originally for some other
purpose, they are not gathered specially to achieve the objectives of the particular research project
hands but already assembled.
Survey Techniques:
Once the researcher has decided to use survey method for collecting data he has to
make a decision to adopt any one of the following survey techniques.
1. personal interview
2. telephone survey
3. mail survey
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Questionnaire
It is the most commonly used instrument in collecting primary data. A questionnaire
consisting of set of questions presented to a respondent for his/her answer. The questionnaire is
very flexible in the sense that there are many ways to ask questions.
Data Collection:
Method used to collect data for the study was through survey. Survey is a systematic
collection of information directly from the respondents; survey was through personal interview
which involves collection of data through face to face communication with the help of
questionnaire.
Method of Sampling:
Tuticorin city has a huge population and each person’s opinion cannot be collected. So the
respondents were chosen randomly in Tuticorin city.
Sample Size:
Sample size for the study consisted of 50 persons residing in Tuticorin city. Among them
only some of them responded and others rejected to respond as they were not interested.
Sample Unit:
Customer of Malaisoodi Tyre showroom and owners of vehicles in Tuticorin City.
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CHAPTER III
53
DATA ANALYSIS
AND
INTERPRETATION
54
DATA ANALYSIS AND INTERPRETATION
Data Analysis:
I have conducted marketing survey on 50 customer to analysis their satisfaction level, for
this purpose I have prepared a questionnaire to collect the information from them. Among these
50 customers, only some of them responded as per that now we will see the analysis of the collected
data.
1. The following tables shows the factors which motivated the customer to purchase the
“MRF TYERS”
FACTORS CUSTOMERS
Friends 8
Brand Image 9
Advertisement 9
Relatives 8
Self-decision 16
Total 50
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0.35
0.3
0.25
0.2 Series2
0.15 31% Series1
0.1 19% 21%
16% 13%
0.05
0 0
RS nds
age ent
tives ion
O ie la cis
CT Fr d Im sem e e
FA an erti R lf-d
Br Adv S e
Interpretation:
The above table & graph shows that:
A. 16 customers have purchased MRF Tyres by there own decision.
B. 8 customers have purchased MRF Tyres by there Friends recommendation.
C. 9 customers have purchased MRF Tyres by its Brand Image.
D. 9 customers have purchased MRF Tyres on the basis of Advertisement.
E. 8 customers have purchased MRF Tyres on there Relatives recommendation.
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2. The following tables shows the level of satisfaction of customer need/purpose of
purchasing “MRF TYRES”
Fully Satisfied 23
Satisfied 17
Dissatisfied 7
Fully dissatisfied 3
Total 50
Interpretation:
The above graph shows that:
45 % of people are fully satisfied with the purchase of MRF tyres.
35 % of people are just satisfied with the purchase of MRF tyres.
13% of people are dissatisfied with the purchase of MRF tyres.
7 % of people are fully satisfied with the purchase of MRF tyres.
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3. As compare to other tyres the “MRF TYRES” are rated as below.
A) Price of Tyres
Strongly Satisfied 15
Satisfied 16
Not Satisfied 10
Fully Not Satisfied 9
Total 50
Interpretation:
30 % of customers are strongly satisfied with the price of MRF tyres.
35 % of customers are satisfied with the price of MRF tyres.
21 % of customers are not satisfied with the price of MRF tyres.
14 % of customers are fully not satisfied with the price of MRF tyres.
B) Quality Of Tyres:
Satisfied 15
Not Satisfied 8
Total 50
Interpretation:
45 % of customers are strongly satisfied with quality of the tyres.
30 % of customers are satisfied with quality of the tyres
16 % of customers are not satisfied with quality of the tyres
9 % of customers are fully not satisfied with quality of the tyres.
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C) Durability of Tyres
Satisfied 16
Not Satisfied 7
Total 50
Interpretation:
45% of customers are strongly satisfied with durability of tyres
32%of customers are satisfied with durability or tyres
14%of customers are not satisfied with durability or tyres
9%of customers are fully not satisfied with durability of tyres.
D) Performance Of Tyres:
Satisfied 17
Not Satisfied 7
Total 50
Interpretation:
42%of customers are strongly satisfied with performance of tyres
35% of customers are just satisfied with performance of tyres
14% of customers are not satisfied with performance of tyres
9% of customers are fully not satisfied with performance of tyres
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E) Mileage Of Tyres:
Satisfied 15
Not Satisfied 7
Total 50
Interpretation:
48% of customers are strongly satisfied with the performance of tyres
30% of customers are only just satisfied with the performance of tyres
13% of customers are not satisfied with the performance of tyres
9% of customers are fully not satisfied with the performance of tyres
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5) The following tables show the customer opinion about “MRF TYRES”.
Fully Satisfied 14
Satisfied 21
Not satisfied 8
Total 50
100% 100%
90%
80%
70%
60%
50%
42% 40%
28% 30%
17% 20%
13%
10%
0%
Fully Satisfied Not Fully Not Total
Satisfied satisfied Satisfied
Interpretation:
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As per the above chart it shows the details:
28 % of customers are fully satisfied
42 % of customers are satisfied
17 % of customers are not satisfied
13 % of customers are fully not satisfied
6) The following table’s shows the behavior of the showroom people while taking quotations
or purchasing the “MRF TYRES”.
Very Friendly 17
Friendly 22
Not friendly 4
Don’t know 7
Total 50
120%
100% 100%
80%
60%
40% 44%
34%
20%
9% 13%
0%
Very Friendly Not Don’t Total
Friendly friendly know
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Interpretation:
34 % customer say that the behavior of showroom people while taking quotation or purchasing
MRF tyres were very friendly.
44 % customer says that the behavior of showroom people were friendly
9 % customer says the behavior of showroom people not friendly
13 % customer says the behavior of showroom people – don’t know
7) The following table shows the customers opinion about service charges in show room.
Very Reasonable 15
Reasonable 21
Costly 8
Very Costly 6
Total 50
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120%
100%
100%
80%
60% Series1
42%
40% 30%
16% 12%
20%
0%
y al
ble
able
ostl stly
To
t
sona
son C y Co
a a r
Re Re Ve
ery
V
Interpretation:
30 % of customers said that service charges are very reasonable.
42 % of customers said that service charges are reasonable.
16 % of customers said that service charges are costly
12 % of customers said that service charges are very costly
8) The following tables show why customer prefers “MRF TYRES”.
Quality 19
Price 12
Service 8
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Durability 11
Total 50
Interpretation:
38 % customers prefers the MRF tyres due to the good Quality
24 % customers prefers the MRF tyres due to the reasonable price
22 % customers prefers the MRF tyres due to its durability
16 % customers prefers the MRF tyres due to its service
9) The following tables shows the problems faced by customers while purchasing “MRF TYRES”
Lack of Information 11
Non co-operation of show room people 4
Delay 8
No problem 17
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Total 50
Lack of
54%
60% Information
50%
Non co-operation of
40% show room people
30% 22% Delay

17%
20%
7%
10% No problem
0%
1
Interpretation:
22 % customer faced the problem due to lack of information
07 % customer faced the problem due to non cooperation of show room people
17 % customer faced the problem due to delay
54 % customer faced no problem
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CHAPTER IV
FINDINGS
 31% of customers have purchased on there own decision. They have decision
on the basis of experience and some customers have taken after making
comparison with other tyres. Hence it reveals that customers are satisfied with
“MRF TYRES”
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 Majority of customers means 45% are satisfied with the fulfillment of their
need/purpose.
 Only 30% of customers are fully satisfied with price of the tyres about 21% are
not satisfied and 14% of customers are fully not satisfied with the price.
 About 45% of customers are fully satisfied,30% o f customers are only just
satisfied and 16% are not satisfied with the quality.
 About 45% of customers are satisfied with durability of tyres, and 14% are not
satisfied with durability.
 About 42% of customers are fully satisfied with the performance of the tyres,
and only 14% are dissatisfied.
 The customers are having a very good opinion about the MRF TYERES” about
28% are strongly satisfied with its performance, and only 17% are not satisfied
with performance.
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 The customers are having very good opinion about the behavior of showroom
people about 44% of customers are saying they are friendly and only 13% are
don’t know.
 The service charges are very reasonable in the view of about 43% of customers
and about 11% of customers believe that the service charges are costly.
 Majority of customers are fully satisfied with the “MRF TYRES”
SUGGESTIONS
SUGGESTIONS TO SHOWROOM:
 Showroom must recruit well qualified and skilled labours that care about the
customer. It will abolish the problem of unskilled and poor quality service.
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 Showroom employees and workers should maintain friendly relation with every
customers.
 Showroom should provide the remolding system to the existing customers.
 Showroom should maintain tyres, tube, air compression machines etc,. which are
needed to the customer at any time.
 Always adopt the improvement of servicing system and keep the showroom in good
conditions.
SUGGESTIONS TO COMPANY:
o The company should reduce the price of there products.
o Improve the distribution network and make available the products in needed time
of customers.
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o Company always keeps some prizes and gifts to attract the customers.
o The products should advertised in the Regional TV channels and in leading
newspaper must.
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CHAPTER V
Strategic Group Analysis
Strategic Group Analysis is a method to find the nearest competitor and analysis his competitive
advantage and change your strategies to meet him in the market.
A strategic group is a concept used in strategic management that groups companies within an
industry that have similar business models or similar combinations of strategies. For example,
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the restaurant industry can be divided into several strategic groups including fast-food and fine-
dining based on variables such as preparation time, pricing, and presentation. The number of
groups within an industry and their composition depends on the dimensions used to define the
groups. Strategic management professors and consultants often make use of a two dimensional
grid to position firms along an industry's two most important dimensions in order to distinguish
direct rivals (those with similar strategies or business models) from indirect rivals. Strategy is the
direction and scope of an organization over the long term which achieves advantages for the
organization while business model refers to how the firm will generate revenues or make money.
Hunt (1972) coined the term strategic group while conducting an analysis of the appliance
industry after he discovered a higher degree of competitive rivalry than suggested by industry
concentration ratios. He attributed this to the existence of subgroups within the industry that
competed along different dimensions making tacit collusion more difficult. These asymmetrical
strategic groups caused the industry to have more rapid innovation, lower prices, higher quality
and lower profitability than traditional economic models would predict.
Michael Porter (1980) developed the concept and applied it within his overall system of strategic
analysis. He explained strategic groups in terms of what he called "mobility barriers". These are
similar to the entry barriers that exist in industries, except they apply to groups within an
industry. Because of these mobility barriers a company can get drawn into one strategic group or
another. Strategic groups are not to be confused with Porter's generic strategies which are
internal strategies and do not reflect the diversity of strategic styles within an industry.
Example chart:
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Strategic Group Analysis
Strategic group analysis identifies groups of competitors with similar strategic characteristics.
Strategic Group Analysis for Malaisoodi Tyres is given below:
NEW BUSINESS EXPANSION
MRF have introduced Truck Alignment with modern technology to it Dealer, Now Malaisoodi
Tyres have a competitive advantage to meet Samy tyres in truck tyre sales and services.
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Truck alignment is a maintaining step for truck tyre life and fuel efficiency step in truck
alignment is given below
wheel balance and alignment troubleshooting tips will help you pinpoint the truck's symptoms so
that you can convey useful information to a repair person. Potential solutions are a guide to help
you understand your truck, but should not be used to make a diagnosis.
Constant shake or vibration at all speeds
Bad tire
Bent wheel
Constant shake or vibration at specific speeds or ranges
Out of balance wheel or wheels
Vibration when you hit a bump
Worn or loose steering or suspension parts
Loose front wheel bearings
Constant steering wheel vibration
Problem in the front wheels
Constant vibration in the seats
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Problem in the rear wheels
Pull or Drift
Incorrect tire pressure is the most common cause of pull (vehicle wants to go quickly to the left
or right) and drift (truck makes a gradual direction change).
Issues with Radial Tires
Do you feel a consistent pulling to the right or to the left? It might be radial pull, which can
occur anytime, even with new tires. If you have the ability and tools, try switching tires side-to-
side (left side tires with right side tires). If the pull changes directions or stops, you're dealing
with radial pull.
Steering Alignment or Worn Parts
If the alignment is out of spec or you have worn steering components, the vehicle will pull or
wander (you must constantly correct to the left and right) .
TECHNOLOGY COMPETITIVE ADVANTAGE
Cutting Edge Design & Technology:
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Bee Line built its exceptional reputation by producing state-of-the-art, quality equipment through
innovating at every opportunity.
Continuous process improvement, providing the very best in testing, maintenance and alignment
technology results with innovative products that meet our ambitious standards.
Being an innovation leader requires a highly qualified, skilled and inspired staff. Careful
personnel planning, internal and external collaboration and on-going research ensures that
industry standards are constantly surpassed.
Bee Line boasts complete in-house manufacturing capabilities:
Mechanical design and engineering
Internal software development team
Electronics engineered in-house
A modern manufacturing facility
Leading-edge Quality assurance lab
In-house design, internal software development, world class manufacturing capabilities, ISO
certified, national and international sales team and legendary customer service make Bee Line
uniquely self-reliant.
Computerized Wheel Alignment;
Bee Line invented laser alignment technology to achieve the most accurate wheel alignment
measurements on the market today. The bright laser beams on our state-of-the-art LC7500 Laser
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Guided Computer Wheel Alignment Systems are highly visible and help the operator become
more confident and efficient. The entire system can be calibrated in a few minutes right in your
shop, lowering your cost of performing alignments and improving profit potential. With accuracy
up to .005”, our systems produce the results you demand.
The LC7500 Laser Guided Computer Wheel Alignment System was developed to significantly
lower your cost of performing alignments and increase productivity, therefore improving profit
potential.
Built-in Calibration lowers costs and increases productivity
Exclusive in-house software design with updates at no additional charge
Locally sourced Windows-based computer & 32" monitor, viewable at a greater distance,
minimizes downtime
On-Board Assist / Remote Diagnostics / F1 Help makes training uncomplicated and
straighforward
Faster processing, extraordinary accuracy and increased speed all come together in the LC7500
Series to deliver the ultimate return on your investment by enhancing productivity. Users have
performed at least one more alignment per day, generating additional revenue each week — all
without adding more technicians or working overtime.
If your shop is interested in offering more convenience, our acclaimed LC7500 Series lets you
take your alignment service directly to the customer’s location with the ultimate Mobile
Alignment Package. This system is ideal for gauging truck wheel alignment on location, inside
or out, and utilizes a laptop computer loaded with our WindSpeed 7500 software.
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The Bee Line On The Floor Alignment configuration is a popular setup for trucking fleets and
shops that perform routine alignment checks but do not have a dedicated alignment bay. All the
same great features of the LC7500 Series are Computerized Wheel Alignmentavailable with our
On The Floor System, giving your shop the ability to accurately diagnose any misalignment
condition — including toe, camber, caster and tracking, plus KPI and turning radius — in any
bay of your shop.
Rear/tandem axle and trailer alignment can also be performed as part of our computerized
gauging system using the 22000 Rear Axle Aligner. This intelligent system allows axles to be
aligned to the centerline of the vehicle, ensuring maximum tire life and the safest vehicle
operation.
Rear / Tandem Axle Alignment:
Centerline Alignment for Rear Axles
In order for a vehicle to achieve proper tracking, the wheels must travel parallel to the centerline.
All rear axles, including offset axles and axles with different tire spacers or different size tires
are set perfectly at 90 degrees to the centerline of the vehicle regardless of whether the chassis is
centered over the axle. If the rear axles are not traveling 90 degrees to the center line of the
vehicle, there will be excessive tire wear on the front and rear tires. The rear axle alignment is
usually thought of as the second most critical tire wearing angle, although the rear axle tracking
can be the most costly due to it causing premature tire wear on all of the vehicle’s tires – front
and rear. Proper rear axle tracking will also increase fuel mileage since wheel dragging is
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relieved. The Proven Bee Line self-centering Wheel Cradles assure the correct position of the
laser when seated on the cradles in relation to the axle. Wheel Cradles eliminate the need for run-
out and raising the vehicle off the floor, allowing the operator to gauge the suspension alignment
in its operational position.
The proven 22000 lets you accurately position your rear axles perpendicular to the vehicle’s
centerline, allowing the wheels to travel in a straight line.
With the newly redesigned Bee Line 22000 Portable Rear Axle Aligner, you can take rear axle
alignment to your customers’ shops, terminals or wherever they might be located. The 22000 can
be used as a stand-alone manual gauging system for tractors and trailers or as a part of our
computerized gauging system. The design of the equipment allows the axles to be aligned to the
centerline of the vehicle, ensuring maximum tire life and the safest vehicle operation. Self-
centering frame gauges and a calibrated laser provide the highest level of accuracy on the
market. Tracking error can be diagnosed in less than five minutes. The 22000 is the latest version
of our intelligent, time tested design that continues to be the industry benchmark for tractor and
trailer axle alignment.
The laser beam is aimed forward in a line identical to the axle’s thrust line and strikes the front
target, which measures the amount of axle error from the center line of the vehicle.
Save up to 30% on tire costs and up to 2% on fuel costs.
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Axle Correction:
Bee Line is a pioneer in axle correction equipment, and our exclusive equipment is a must for the
truck repair facility that wants to perform complete truck alignment service. Most passenger cars
and light trucks have adjustments or aftermarket kits to adjust camber and caster to preferred
specifications vs. OEM tolerances, so it only makes sense to set a heavy duty truck to preferred
specifications for optimized performance. The Bee Line floating beam system and correction
tooling allow the operator to fine-tune the axles to these specs.
By making cold bends, our tools enable you to make precise camber and caster corrections on
any size axle without removing them from the vehicle. Improper camber is the third leading
cause of steer tire wear. Not correcting camber causes premature tire wear and costs the operator
money. With Bee Line’s patented and proven camber and caster correction tooling, you can align
tractors and trailers completely for top performance.
Frame Correction Systems:
The Bee Line Truck Frame Machine and Press system is a chassis and suspension correction
system for heavy duty vehicles of all types. It is widely considered to be the most accurate and
efficient system available on the market today, with unlimited possibilities of configuration and
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installation to fit your shop’s needs. Our Frame Presses come in a variety of sizes and models —
including drive through, floor, pit and portable — to diagnose and correct conditions like side
sway, sag, twist and diamond.
Built tough and versatile
The Bee Line extra heavy duty frame machine is designed to fit into your shop and help increase
production and correct all chassis to better than new. The runways easily adjust from 39" to 94"
tread width. The Bee Line frame machine has the ability to handle all sizes of trucks, buses,
trailers and even specialized equipment. Bee Line's design makes corrections without causing
additional damage to the vehicle and without heat. The vehicle retains its original tensile
strength.
With frame correction capabilities in your own shop, you no longer have to rely on outside
sources to work the job into their schedule. You can perform the job quickly and cost effectively
with reduced downtime.
Frame correction products include:
• Standard Truck Frame Press — Works in conjunction with Advanced Aligner Runways.
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• “I” Beam System — Constructed using I-beams mounted securely to the floor.
• Drive-Over Frame Press — Completely portable press that saves shop space.
• Dump Body Tools — Reshapes damaged dump bodies quickly, safely and easily.
Manual Alignment:
Caster-Camber Gauges with Two-Dial Runout Eliminator
The Bee Line 18305 and 19305 gauges come complete with these great features:
Bee Line Micrometer Dial, which has proven itself time and again in the industry as the most
accurate and easy to read mechanical Caster-Camber gauge.
Complete horizontal and vertical runout compensation with exclusive two-dial system eliminates
any guesswork.
The cam system locks easily and securely to bead, fellow or any other part of the rim or wheel.
The reversible advancer will mount securely to the inside or the outside of the rim.
Quality construction of lightweight durable materials ensure a long, dependable life.
Wheel Balancing:
On The Vehicle Wheel Balancing
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Accuracy and simplicity are the hallmarks of Bee Line’s revolutionary Smart Balancer II, the
latest generation of touch screen computerized systems that balances wheels on the vehicle. With
a few short spins of the wheel, the touch screen illustrates the exact amount of weight and
location where it should be added to the wheel, dramatically decreasing the time it takes for a
complete balance. With the Smart Balancer II, you make more money with a better quality
balance in less time.
Off The Vehicle Wheel Balancing
We now also offer the ET66 Wheel Balancer and HD700 Electrohydraulic Tire Changer through
a partnership with Corghi USA Inc., an international leader in wheel service equipment, as part
of our mission to provide professional equipment that differentiates you from the competition
and helps you become a highly productive, one-stop-shop solution provider.
The ET66 is an extremely compact model that utilizes an integrated lift, making the technician’s
job effortless with less opportunity for physical injury. The balancer’s energy-saving, slower
speed of 75 rpm reduces the risks associated with rotating parts, and its spin time of just 17
seconds gets the job done in a flash.
Total Vehicle Wheel Alignment
With the ability to gauge all critical alignment angles AND correct camber and caster, Bee Line
offers the only heavy duty Total Vehicle Wheel Alignment Solution.
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Heavy duty alignment equipment on the market today varies widely in areas of overall design,
technology and the extent of capabilities. Inexpensive and basic systems may only use
mechanical equipment that depends on technician interpretation to gauge alignment angles, while
more expensive equipment may take only a few basic alignment measurements and input the
findings into a computer to analyze the alignment condition. Even some computerized alignment
equipment available may only allow you to measure and adjust basic toe and tracking errors.
Total Vehicle Wheel Alignment means measuring and correcting all alignment angles, not just
toe and rear tracking. What good is it knowing the truck is out of alignment if you cannot correct
the problem?
Bee Line recognized a long time ago that measurement and correction of all the major alignment
angles is necessary to achieve maximum truck efficiency. That is why we promote Total Vehicle
Wheel Alignment to extend tire life, maximize fuel efficiency and improve vehicle handling. Our
services and products include:
Advanced Aligner Runway System
The Bee Line Advanced Aligner Runway machine and our alignment tooling are designed to
allow a shop to perform all necessary alignment corrections. The machine places the truck at a
comfortable working height, either in a pit or above ground. It allows room to make adjustments
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not only to toe and tracking, but also camber and caster. There is no fixed beam or equipment in
the way to hinder access or make it difficult to work on the vehicle.
Suspension Inspection
The first step in a professional alignment is to raise the vehicle and inspect the suspension for
problems like damaged springs, worn king pins, loose bearings or worn steering linkage. Without
raising the vehicle, these problems can go unnoticed and continue to cause tire wear and
handling problems. Using a Bee Line alignment machine along with our heavy duty air jack
allows you space to inspect the vehicle. Our popular Advanced Aligner Runway machine is
available in a variety of lengths and widths, beginning at two sections. Once on the runway, the
heavy duty air jack lifts the front of the vehicle so inspection, maintenance and runout can easily
be performed.
Computer Alignment System
Bee Line’s state-of-the-art computerized alignment system utilizes lasers, which are more
accurate than manual or infrared sensors. The bright laser beams are highly visible and show any
alignment errors on the vehicle. Bee Line lasers provide the most accurate alignment readings on
the market today. While most systems only measure to one-hundredths of an inch, we use a
system capable of measuring alignment variables to five-thousandths of an inch.
All corrections and adjustments to a vehicle’s alignment are done with a “live” reading. The
readings for toe, rear tracking and camber are shown on the computer screen or a wireless
Remote Display and reflect all changes as corrections are being made to ensure accuracy.
Calibration is built-in on Bee Line equipment. Calibration is an important part of any alignment
system and should be done frequently to ensure accurate alignment readings. Our equipment can
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be calibrated by the operator at any time in just a few minutes — there is no long wait or extra
expense while waiting for an outside party to come and calibrate the equipment.
Axle Correction Tools
Complete alignment does not stop with a measuring system. Why take readings if they are not
used? Improper camber causes tire wear and improper caster causes handling problems. To
correct caster and camber on trucks, Bee Line developed the Floating Beam System, which
allows one technician to correct heavy duty truck axles on the vehicle when used with the Bee
Line AA machine. Our patented camber tooling can correct out of tolerance camber on all axle
sizes, as well as correct caster due to axle twist. The floating beam system is designed to be
easily attached to the vehicle axle for corrections and removed and placed out of the way when
the correction is finished. Our special Bee Line Spring Lift also allows easy removal and
replacement of caster wedges.
Rear Axle Aligner
Complete your total alignment system with a 22000 Rear Axle Aligner. For a vehicle to track
properly, the rear axles must be perpendicular to the vehicle’s centerline and parallel to each
other. The Rear Axle Aligner is fast, accurate and easy to learn and use. A technician can set up
the system and take all necessary measurements in less than five minutes. If adjustments are
needed, they can be made with the Rear Axle Aligner in place, using it as a guide for the
adjustment.
87
With the following technology advantage Malaisoodi Tyres can become monopoly in
Tuticorin Market.
88
CHAPTER V
CONCLUSION
According to the study I conclude that the MRF TYRES company satisfies the customer
need and the purpose, but only problem is with the service given to the customers by the
89
showroom. So, as per study in my opinion based on project I can say that MRF TYRES should
think about the service provided by showrooms in order to capture the maximum market segment.
According to Tuticorin city the market is vast almost the whole district customers and other
new people purchase the MRF Tyres because it is old brand running tyres in market. Almost people
demands the MRF Tyres comparing to other company tyres.
Company provide more advertisement and always keep customers need with development
of MRF Tyres.
“Customers Satisfaction towards MRF TYRES in Tuticorin city”
QUESTIONNAIRE
Dear Sir/Madam,
(Please tick ( ) appropriate answer in the box / space)
I. Customer Introduction:
90
a. Name : _____________________________________________
b. Address : _____________________________________________
_____________________________________________
c. Occupation / Job: _____________________________________________
II. Which factors motivated you to purchase “MRF TYRES”?
A: Friends [ ] B: Brand Image [ ]
C: Advertisement [ ] D: Relatives [ ]
E: Self decision [ ] F: Others [ ]
III. To what extent the “MRF TYRES” has satisfied your purpose / need?
A: Fully Satisfied [ ] B: Satisfied [ ]
C: Dissatisfied [ ] D: Fully Dissatisfied [ ]
IV. As compare to other tyres how do you rate the following characteristics of your
“MRF TYRES”
Characteristics Excellent Very good Good Average
Price
Quality
Durable
Performance
Mileage
V: What is your opinion about “MRF TYRES”?
A: Excellent [ ] B: Very Good [ ]
C: Good [ ] D: Bad [ ]
91
VI: what was the behavior of show room people while taking quotations or while
Purchasing “MRF TYRES”?
A: Very Friendly [ ]
B: Friendly [ ]
C: Not-Friendly [ ]
D: Don’t Know [ ]
VII: What is your opinion about “service charges” in the show room?
A: Very Reasonable [ ]
B: Reasonable [ ]
C: Costly [ ]
D: Very Costly [ ]
VIII: Why did you prefer “MRF TYRE”?
A: Quality [ ]
B: Price [ ]
C: Service [ ]
D: Durability [ ]
IX: What problems faced while purchasing “MRF TYRES”?
A: Lack of information’s [ ]
B: Non co-operations of show room peoples [ ]
C: Delay [ ]
D: No problem [ ]
X: Give your valuable suggestions to improve “MRF TYRES”?
A: __________________________________________________
92
B: __________________________________________________
C: __________________________________________________
***************THANK YOU***************
BIBLIOGRAPHY
To complete this project I have referred the following books:
93
i) Marketing management - Philip kotlar.
ii) Marketing research - Tull & Hawkins
iii) Customer relationship management - Kristin anderson
iv) Customer service delivery - Larry fogli
v) WWW.MRFTYRESINDIA.COM
APPENDIX
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PROJECT REPORT

“BRAND EXPANSION STRATEGY”

MAHARSHI DAYANAND UNIVERSITY, ROHTAK,

for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

Name: P.Bokkish raja

Roll no.: 1190211109

NBA SCHOOL OF BUSINESS

(ELC CODE: 331011050)

NBA Group of Institutions

Scindia Villa, Sarojini Nagar, Delhi

I wish him all success in life.

I hereby declare that the Project Report conducted at

MALAISODI TYRES ,TUTICORIN

Under the guidance of

(IB & HR)

Submitted in Partial fulfillment of the requirements for the

MASTER OF BUSINESS ADMINISTRATION

MAHARSHI DAYANAND UNIVERSITY, ROHTAK

award of any other Degree/diploma /fellowship

or other similar titles or prizes.

Place: New Delhi BOKKISH RAJA.P

Date: Reg.no: 1130690018

Roll No.: 1190211109

It was a privilege working in MALAISOODI TYRES, TUTICORIN. I would like to express my

gratitude towards the management of Advait Life Education.

I am extremely thankful to Mr. P.M.Paulraj (Managing Director of Malaisoodi Tyres) under

encouraged me to put forth my ideas.

the completion of my project.

Roll No.: 1190211109

II. STATEMENT OF THE PROBLEMS 12

III. OBJECTIVES OF THE STUDY 13

IV. SCOPE & LIMITATIONS 14

II. IMPROVING CUSTOMER SATISFACTION 17

III. INDUSTRY PROFILE 18

IV. PRODUCT CATEGORY IN TWO WHEELER SEGMENT 32

VI. RESEARCH METHODOLOGY 51

I. DATA ANALYSIS AND INTERPRETATION 54

I. Strategic Group Analysis. 72

II. NEW BUSINESS EXPANSION. 74

III. TECHNOLOGY COMPETITIVE ADVANTAGE. 76

the organization should provide expected satisfaction to the customers.

and when a customer get expected utilities it is called as customer satisfaction.

with the largest market share it tyre industry.

advanced polyurethane paints.

India to manufacture and market Nylon tyres passenger tyres commercially.

confident on its product.

STATEMENT OF THE PROBLEMS:

the satisfied customer will remain loyal to the firm brands.

make decision to purchase.

attitude towards tyres given by the showroom.

towards MRF Tyres in Tuticorin city”.

OBJECTIVES OF THE STUDY:

A customer is not dependent on us we are dependent on customer , this statement is basis

thing for every firm or service sector.

1. To know the customer satisfaction towards MRF tyres in Tuticorin city.

4. To know valuable suggestion form the customer.

SCOPE & LIMITATIONS

4. The project is open for further improvement of the work.

In a competitive marketplace where businesses compete for customers, customer satisfaction is

Measuring customer satisfaction

Improving Customer Satisfaction

INTRODUCTION OF MRF COMPANY

1946 - A year to remember… India was on the threshold of independence.