Project Report

on

For the Partial Fulfillment of the degree of

Bachelors of Business Administration
SESSION -2010-2011
SUBMITTED TO SUBMITTED BY
Manish Jain Sir Ajeet Singh Bundela
Supervisor B.B.A. IVth SEM.

1
 DECLARATION OF THE STUDENT

I declare that the project report titled " Market Strategies of MRF
Tyres " on Market Segmentation is nay own work conducted under the
supervision of Mr. Manish Jain Department of Business Management ,
Gyanveer Mahavidhyalaya Sagar To the best of my knowledge the report
does not contain any work , which has been submitted for the award of any
degree , anywhere.

Date

(Ajeet Singh Bundela)

B.B.A IVth Sem

2
 CERTIFICATE

The project report titled "Market Strategies of MRF Tyres" been

prepared by Ajeet Singh Bundela BBA IVth Semester , under the
guidance and supervision of Mr. Manish Jain for the partial fulfillment of
the Degree of B.B.A.

Signature of the Signature of the Signature of the

Supervisor Head of the Examiner

Department

CONTENTS

TOPIC

3
 TITLE

1.
Preface

2. Acknowledgement

3. Declaration of the Candidate

4. Certificate

5. Introduction of Washing Tyres

6. History of Washing Tyres

7. Marketing Segmentation

8. Swot Profile of Washing Tyres

9. Scope of the Study

10 Limitations

11 Research Methodology
12 Data Analysis & Interpretation
13 Conclusion
14 Bibliography
15 Questionnaire

Introduction to MRF Tyres

Madras Rubber Factory

Type Public

4
 Founded 1949

Founder(s) K.M.Mammen Mappillai

Headquarters Chennai, India

Key people Arun Mammen (MD)

Products Tyres, Toys, Sports Goods

Revenue 8,080 crore (US$1.64 billion)(2010)

Operating income 354 crore (US$71.79 million)(2010)

Net income 543 crore (US$110.12 million)(2010)

Subsidiaries Funskool, MRF Pace Foundation, MRF Racing

Website www.mrftyres.com

Madras Rubber Factory, popularly known as MRF, is a major tyre manufacturing company located
in Chennai, Tamil Nadu, India.The name was later changed as "Manorama Rubber Factory". MRF is
mainly involved in making vehicle tyres. It is India's largest tyre manufacturing company, and among
the dozen largest worldwide. It exports to more than 65 countries.MRF is the sister concern of the
leading malayalam daily "Malayala Manorama".The founder of the MRF, Mr.K.M.Mammen Mappilai
was the brother of late Mr.K.M.Mathew, ex-chief editor of "Malayala Manorama"

HISTORY
1946

A young entrepreneur, K.M.Mammen Mappillai, opened a small toy balloon manufacturing unit
in a shed at Tiruvottiyur, Madras (now Chennai).

1949

5
 Although the factory was just a small shed without any machines, a variety of products,
ranging from balloons and latex-cast squeaking toys to industrial gloves and contraceptives, were
produced. During this time, MRF established its first office at 334, Thambu Chetty Street, Madras (now
Chennai), Tamil Nadu, India.

1952

MRF ventured into the manufacture of tread rubber. And with that, the first machine, a rubber
mill, was installed at the factory. This step into tread-rubber manufacture, was later to catapult MRF
into a league that few had imagined possible.

1955

MRF soon became the only Indian-owned unit to manufacture the superior extruded, non-
blooming and cushion-backed tread-rubber, enabling it to compete with the MNC's operating in India at
that time.

1956

By the close of 1956, MRF had become the market leader with a 50% share of the tread-
rubber market in India. So effective was MRF's hold on the market, that the large multinationals had no
other option but to withdraw from the tread rubber business in India.

1960

The Company was incorporated as a private limited company on 5 November. The Company
Manufacture automobile, aircraft, cycle tyres and tubes in collaboration with the Mansfield Tire &
Rubber Co., Mansfield, Ohio, U.S.A. The tyres are sold under the trade name Mansfield Tyres (MRF).
The Company also produces other industrial products made of rubber like conveyor belt, hoses etc. It
took over the entire business of the Madras Rubber Factory as a going concern as from 16 November,
for a consideration of Rs.25 Lakh.

1961

The Madras Rubber Factory Private Limited was converted into a public company on 1 April,
and additional capital was issued in order to start the manufacture of automobile tyres and tubes in
collaboration with the Mansfield Tire & Rubber Co., Mansfield, Ohio, U.S.A. The Company was given
permission to export tyres having Mansfield trade mark to all world markets except U.S.A. and
Canada. : 2,49,650 shares allotted without payment in cash. 350 shares subscribed for by the
signatories to the Memorandum of Association. 2,50,000 shares reserved and allotted directors.
5,00,000 shares issued to public in April 1961. The balance 2,50,000 shares allotted to collaborators
as payment for machinery.

1962

6
 The main plant for production of tyres and tubes were commissioned on 4 December.

1963

Nylon Hot-Stretch Unit of the latest design was commissioned in November. 6,25,000 Right
Equity shares offered at par in the proportion 1:2.

1964

With the commissioning of the main plant in 1964, MRF also made progress in the export of
tyres. An overseas office at Beirut

(Lebanon) was established to develop the export market, and it was amongst India's very first
efforts. This year also marked the birth of the now famous MRF Muscleman.

1967

MRF became the first Indian company to export tyres to USA - the very birthplace of tyre
technology.

1970

In March, 5,62,500 bonus equity shares issued in the proportion 3:10.

1973

MRF scored a major breakthrough by being among the very first in India to manufacture and
market Nylon tyres.

1975

During September, 12,18,714 bonus shares issued in proportion 1:2. (Only 12,18,689 shares
were taken up).

1978

The Company finalised a technical know-how collaboration with B.F. Goodrich Co., U.S.A.,
which became fully operative in early 1980-81.

This agreement was revalidated for further five years.

1979
The Mansfield Tire & Rubber Co., U.S.A. offered for sale out of its holding
3,74,250 No. of Equity shares of Rs 10 each of the Company at a premium of Rs 4 each
as follows: 3,63,786 shares as rights to the existing shareholders in the proportion 1:8 and
10,464 shares to the employees of the Company.
1980

7
 The Company crossed several milestones in its history. It went into technical collaboration
with BF Goodrich Tire Co., USA in the year.

The name of the Company, Madras Rubber Factory Ltd. was changed to MRF Ltd in the year.

1981

Mansfield Tire & Rubber Co. of U.S.A., offered for the their balance shareholding of 3,55,537
No. of Equity shares of Rs 10 each in the

Company at a premium of Rs.4 per share as follows: 3,29,587 shares to the existing resident
Indian shareholders and non-resident Indian shareholders (on non-repatriation basis) in proportion
1:10 and 25,950 shares to the Indian employees, business associates and dealers of the Company.

2,00,000 No. of Equity shares allotted in Feb. 1982 to IFCI at a premium of Rs 5 per shares on
conversion of loans.

1983
The Company finalised a technical collaboration agreement with M/s. Marangoni
TRS SPA, Italy for the supply of know-how for the manufacture pre-cured tread rubber
for retreading industry.
1984

Sales crossed INR two billion. MRF tyres were the first tyres selected for fitment onto the
Maruti Suzuki 800 - India's first

small, modern car.

1985

A letter of intent was obtained for the manufacture of conveyor belts and hoses in
collaboration with Industrial Pirelli SPA, Italy. Plans were also on hand to go in for a joint venture
with the aero tyre division of B.F. Goodrich & Co., for retreading and subsequently for
manufacturing aircraft tyres.
1986

The Company issued 15% non-convertible debentures of Rs 100 each (II Series) for Rs.8 Crore
as rights to the existing shareholders to raise finances for modernisation of the Company. Under
Cumulative interest payment scheme, these debentures are redeemable in 3 annual instalments
of Rs 35 each commencing on 8 May 1993 at a premium of 5% in the first instalment. Under the
non-cumulative interest payment scheme, the debentures are redeemable in five equal annual

8
instalments of Rs.20 each commencing from 8 May 1991 at a premium of 5% which will be paid
on 8 May 1993.
1987
(18 months), The Company obtained MRTP clearance and a letter of intent for the
manufacture of pre-cured tread rubber up to 6,000 tonnes per annum by using
indigenous technology developed by the Company. MRTP clearance was also obtained
for setting up a new plant at Tada in Andhra Pradesh for manufacture of 1.5 million
number of tyres and tubes per annum.
The Company entered into a collaboration agreement with Vapocure of Australia
to manufacture polyurethane paint formulations that can be rapidly cured at room
temperature and would also help in the manufacture of shatter-proof glass. The plant
with an installed capacity of 10,000 tonnes per annum was being set up at
Gummidipoondi in Tamil Nadu.

 At IPL 2010, MRF got the charge of the moored balloon[1] floating above the cricket grounds. It
contained a high-definition camera recording live actions of the cricket

The MRF Design Process

The Design process at MRF starts from the customer - inputs from individual customers are
compiled by marketing and given to Corporate Technical MRF's R&D and Product Development
Division or vehicle specific requirements are received from the OE customer.
MRF's team of 300 engineers and scientists gives MRF its enormous strength in product design.
Requirements received, a team now works on converting the customer input into a Design
Concept.
MRF uses cutting - edge technologies in predictive testing and design validation before it leaves
the drawing board. These advances have significantly brought down the time to market for new
designs.
Advanced raw materials are tested and approved in our NABL accredited laboratories. MRF
works closely with global suppliers in using the latest developments in materials across the globe.

9
Our laboratories which have the very latest in testing equipment closely monitor the quality of the
material going into our tyres at the time of approval and regularly after that.
The prototypes for verification and validation testing are manufactured in one of MRF's 6 factories
all of which are TS 16949/ISO 9001 certified. The tyres then go through testing for confirming the
architecture and a series of indoor testing to ensure that they meet MRF's tight standards and
also those required by the OEM or by any of the national standards like BIS/JIS/ETRTO/T&RA.
Tyres are now handed over to the Vehicle Dynamics Group, who now validates the design on the
vehicle. These tests are done at the test track in a series of manoeuvres at various speeds,
pushing the tyres to the limits of its capabilities.
MRF also tests tyres on fleets across the country to ensure that the tyres have endured
successfully all the types of roads on which our customers travel daily. Race Tracks and Indian
Roads are our laboratories.
Only after this do we give any tyres to the customer - all global players manufacturing a global
class of vehicles. MRF has been designing tyres this class of vehicles for more than a decade
now. MRF tyres have met the demanding requirements of these vehicles, backed by an R&D
team which is completely in-house and self reliant.

COMPANY PROFILE
About Company
 
Title : PublicFounded : 1949(chennai)Headquarters : Chennai, IndiaIndustry :
ManufacturingProducts : Car tyres, Motorcycle tyresMRF is India's largest tyre
manufacturing company, and among thedozen largest worldwide. It exports
to more than 65 countries.MRF received the highest rankings in the study in four
of the five
Factors Determining
overall satisfaction with tyres
1)
 

10
 Appearance 3) Traction
2)
 
Durability 4) Handling
 History
MRF Ltd. India‟s largest manufacturer of automotive tyres and tubes, as
incorporated as private limited company in1960 to take over the business of
a partnership firm called the Madras Rubber Factory, started by late Sri. K. M
Mammen Mapillai. The company was converted intopublic limited company in April
1961. MRF entered tyre manufacturingin 1962 through a technical collaboration with
Mansfield, USA. Over the years, the company has established its own R&D center
and currently functions independently.
Present
It is also involved in a range of other activities via subsidiaries. FunskoolIndia, a
Joint venture between Hasbro and MRF, is a major toy manufacturing company
in the country. MF Pretreads offers world classprecured tyre retreading service,
and MRF Muscleflex is involved inmaking conveyor belts. It is presently under
the leadership of VinooMammen, son of the late K.M. Mammen Mappillai.

11
 Types of TYRES
Radial Tyre Patterns


ZLOView Details


VTMView Details


ZCTView Details

12

SLMView Details


ZQTView Details


ZTXView Details

13

ZSLKView Details


ZECView Details


ZVRLView Details

14

ZV2KView Details


ZVTView Details


ZCCView Details

15

ZGTView Details


ZGPView Details


ZVTSView Details

16

WandererView Details

17
-

18
 MARKET SEGMENTATION
The Design process at MRF starts from the customer - inputs from individual
customers are compiled by marketing and given to Corporate Technical MRF's
R&D and Product Development Division or vehicle specific requirements are
received from the OE customer.
MRF's team of 300 engineers and scientists gives MRF its enormous strength in
product design. Requirements received, a team now works on converting the
customer input into a Design Concept.
MRF uses cutting - edge technologies in predictive testing and design validation
before it leaves the drawing board. These advances have significantly brought
down the time to market for new designs.
Advanced raw materials are tested and approved in our NABL accredited
laboratories. MRF works closely with global suppliers in using the latest
developments in materials across the globe. Our laboratories which have the
very latest in testing equipment closely monitor the quality of the material going
into our tyres at the time of approval and regularly after that.
The prototypes for verification and validation testing are manufactured in one of
MRF's 6 factories all of which are TS 16949/ISO 9001 certified. The tyres then go
through testing for confirming the architecture and a series of indoor testing to
ensure that they meet MRF's tight standards and also those required by the OEM
or by any of the national standards like BIS/JIS/ETRTO/T&RA.
Tyres are now handed over to the Vehicle Dynamics Group, who now validates
the design on the vehicle. These tests are done at the test track in a series of
manoeuvres at various speeds, pushing the tyres to the limits of its capabilities.
MRF also tests tyres on fleets across the country to ensure that the tyres have
endured successfully all the types of roads on which our customers travel daily.
Race Tracks and Indian Roads are our laboratories.

19
 SWOT PROFILE OF MRF TYERS
STRENGTHS
 Business description – A detailed description of the company’s operations and business

divisions.

 Corporate strategy – GlobalData’s summarization of the company’s business strategy.

 SWOT analysis – A detailed analysis of the company’s strengths, weakness,

opportunities and threats.

 Company history – Progression of key events associated with the company.

 Major products and services – A list of major products, services and brands of the

company.

 Key competitors – A list of key competitors to the company.

 Key employees – A list of the key executives of the company.

 Executive biographies – A brief summary of the executives’ employment history.

 Key operational heads – A list of personnel heading key departments/functions.

 Important locations and subsidiaries – A list of key locations and subsidiaries of the

company, including contact details.



 Note: Some sections may be missing if data is unavailable for the company.

OBJECTIVES, SCOPE, METHODOLOGY

20
Objectives

The overall objective of the study summarized in this report was to gather data
on waste management technologies and to provide a basis for comparison of
various alternatives for managing MSW. The specific objectives of the study
were to:

1. 1. Compile detailed data for existing waste management technologies on

costs, environmental releases, energy requirements and production, and
coproducts such as recycled materials and compost.
2. 2. Identify missing information necessary to make energy, economics,
and environmental comparisons of various MSW management
technologies, and define needed research that could enhance the
usefulness of the technology.
3. 3. Develop a data base that can be used to identify the technology that
best meets specific criteria defined by a user of the data base.

Project Scope

The first step in attaining the study objectives was to compile publicly available
information on MSW management technologies. The following major MSW
technologies were selected for consideration:

 Landfill with gas recovery and use(3)

 Mass burning, including steam and/or electricity production
 Refuse-derived fuel (RDF) production, with subsequent utilization of the
fuel for direct combustion to produce heat for steam or electricity
 Materials collection, separation, and recycling, which includes curbside
collection of reusable materials as well as separation at material recovery
facilities(MRFs)
 Composting

The following less common waste management technologies are also

covered(in Section 9), to the extent that data are available:
 Anaerobic digestion(4)
 Cofiring of RDF with coal
 Gasification/pyrolysis(4)

For the selected technologies, the report describes:

 Technical features

21
  Energy requirements and production
 Environmental releases
 Capital and operating costs.

Although about 70% of MSW is collected and transported directly to a landfill,

municipalities often add other technologies to create an integrated strategy for
MSW management. Accordingly, the data on individual waste management
technologies were combined to calculate energy balances and environmental
releases for the integrated strategies defined in Table 1.1. (Costs are presented
only for the process technologies.)

Methodology

Life-Cycle Analysis

In compiling data about energy requirements and environmental releases, a life-

cycle assessment framework was used. That approach generally followed life-
cycle assessment practice as described, for example, by the Society of
Environmental Toxicology and Chemistry (SETAC, 1991).

The MSW life cycle was defined as extending from the waste's origin-the point
at which the waste is placed by the generator (a household, commercial
establishment, or institution) for collection by a municipality (e.g., at the curb
for household waste), through any and all transportation and processing
operations, to its final disposition, such as through recycling, combustion, and
landfilling operations. The MSW technologies that were investigated can be
combined or integrated in several ways, as illustrated in Figure 1.1. For each
operation(5), data describing net energy balances and environmental releases
were compiled and converted to a common basis of one ton of MSW placed for
collection. These data can be combined to determine the overall net energy
balances and environmental releases for a given integrated MSW management
strategy.

Data Consistency

Data on energy requirements and recovery and on emissions to air, water, and
land are reported on a consistent basis in pounds per ton of MSW processed.
That format was chosen to simplify comparisons between the various
approaches to MSW disposal.

22
Conversion of emissions data to that uniform basis is complicated because
emissions are usually reported in terms of concentrations. For example, sources
may provide data in nano-grams of dioxin per cubic meter of stack gas without
mentioning the quantity of MSW fuel fed to the facility, the stack gas flow
rates, or even indirect measures of those quantities. Thus, in some cases it was
necessary to make assumptions about average MSW consumption and heating
value to convert emissions data. The assumptions have undoubtedly introduced
systematic errors leading to uncertainties of perhaps +30% in the emissions
estimates given here. The range of those uncertainties, however, is far smaller
than the range of emissions estimates reported in the literature. In actual
process tests, individual measurements for the same equipment sometimes
differ from each other by factors of up to 10.

Limitations of the Study

 Response biasness could be one of the limitations.

23
 The sample chosen may not be the true representative of the whole

population.

 As the research was exploratory in nature, it was not possible to study the

accurate phenomenon of the fact.

24
 DATA ANALYSIS & INTERPRETATION
(1)Sales Promotion Schemes Offered On MRF TYERS
The primary analysis found that “Price off” is the best sales promotion schemes offered
on
S a le s P r o m o t io n s c h e m e s

40
35
30
25
PERC EN TA GE 20
15
10
5
0
P r ic e o f f P ro d u ct C a sh C ro ss P r iz e s
B u n d lin g R e fu n d P r o m o t io n
SC H EM ES

MRF TYERS (40% of the retailers agreed on this). “Product Bundling” was the next best
with 30% of the retailers in favour of the same.

(2)NORMAL DURATION OF SALES PROMOTION SCHEMES

60
60%
50 Duration

40

30 25%
15%
20

10

0
15 Days – 1 Month – More than
1 Month 3 Month - 3 months

25
The primary analysis found that “1 month – 3 month” is the normal accepted
duration of sales promotion schemes (60% of the retailers agreed on this).
“More than 3 months” was the next best with 25% of the retailers in favour
of the same
(3)HOW OFTEN SALES PROMOTION SCHEMES ARE OFFERED ON MRF
TYERS

F req u en cy o f S ch em es O f f ered

6 m o n t h s- 1 y ea r 5%

3 -6 M o n th s 20 %

L ess t h a n 3 m o n t h s 75%

The primary analysis found that “Less than 3 months” is the general
perceived frequency for sales promotion schemes offered on TYRES (75%
of the retailers agreed on this). “3 months – 6 months” was the next best
with 20% of the retailers in favour of the same.

(4)AFFECT ON SALES OF MRF TYERS DUE TO SALES

PROMOTION SCHEMES

A ffe c t o n S a le s
100

80 75 %
S a le s
60

40
15 %
20 10 %
0
In c re a s e C ant say N o E ffe ct 26
in S a le s
The primary analysis found that sales promotion schemes offered on MRF
TYERS caused an “Increase in sales” (75% of the retailers agreed on that).
“Can’t say” was the next best opinion with 15% of the retailers in favour of
the same.
(5)COMMUNICATION OF SALES PROMOTION SCHEMES
M o d e o f c o m m u n ic a tio n
fo r p ro m o tio n s c h e m e s
80
70
60
45 %
50
40 25 %
30 20 %
20 10 %
10
0
T h ro u g h S a le s T h ro u g h T h ro u g h T h ro u g h
R e p re s e n t a t iv e w h o le s a le rs P rin t E le c t ro n ic
M e d ia M e d ia

The primary analysis found that “Wholesalers” were the best medium of
communication of sales promotion schemes (45% of the retailers agreed on
that). “Sales representatives” was the next best with 25% of the retailers in
favour of the same
(6) LEVEL OF SERVICING DURING SALES PROMOTION - COMPARISION
WITH COMPETITOR
O n e - s to p s h o p ?

60 45%

40 35%

20 10% 10%

0
S u p e rio r S i m il a r & S u p e rio r
In fe rio r &
& m o re m o re & le s s
m o re
F re q u e n t F re q u e n t F re q u e n t
F re q u e n t

27
The primary analysis found that the level of servicing during sales
promotion vis-à-vis competitors was “Superior and more frequent (45% of
the retailers agreed on that). “Similar and more frequent” was the next best
with 35% of the retailers in favour of the same.

(8)AFFECT OF SALES PROMOTION SCHEMES ON

DIFFERENT AGE GROUP
A f fe c t o f S a le s P r o m o t io n
The primary analysis
90
80 found that “26-45 age
70
60 55% group” were the most
50 affected by sales
40 30%
30 promotion (55% of the
20 15 %
10
retailers agreed on that).
0
16 - 2 5 26-45 46-60 “16-25 age group” was the
A g e g ro u p
next best with 30% of the
retailers in favour of the same
(9)PROBLEMS FACED DURING & AFTER SALES
PROMOTION SCHEMES P ro b le m s F a c e d
70
The primary analysis found that
60

“Stock out” and “Handling 50

45% 45%

problem” were major problems 40

30
faced during and after sales 10%
20
promotion schemes (with 45% 10
0
of the retailers in favour of the H a n d li n g
P r o b le m S to c k o u t Im p r o p e r
same) in f o r m a t i o n

28
(10)INCENTIVES PROVIDED DURING SALES PROMOTION
55 55%
SCHEME
50
The primary analysis found that 45
40
“Cash discount” is the best 35
incentive provided during sales 30 25%
25
promotion scheme offered on 20
15
MRF TYERS (55% of the 10% 10%
10
retailers agreed on that). “Prizes” 5
0
was the next best with 25% of the C a sh G if t s P r iz e s O th e r s
D is c o u n t
retailers in favour of the same.

(10)BEST SALES PROMOTION SCHEME

The primary analysis found that “Price off” is the best sales promotion
schemes offered on MRF TYERS (55% of the retailers agreed on that).
“Product Bundling” was the next best with 20% of the retailers in favor of
the same

RECOLLECTION OF ANY ADVERTISEMENT OF TYRES

R e c o m m e n d a tio n
95%

10%

Yes No
29
MOST EFFECTIVE MEDIUM OF SALES PROMOTION

M e d iu m F o r P r o m o t i o n
90
80
70
60
50
40 30% 30%
20%
30
20 15%
5%
10
0
A d v e r t is in g S a le s P u b lic R e l a t io n P erso n al In t e r n e t
P r o m o t io n & P u b lic it y S e llin g

The primary analysis found that “Advertising” is the most effective medium
for sales promotion 30% of the consumers agreed on that). “Sales
Promotion” was the next best with 30%(approx) of the consumers in favour
of the same.

PREFERENCE OF PROMTIONAL SCHEME

30
25
20
15
10
5
0
F re e T ria l P r i c e o ff C r o s s P r o m o ti o n D is c o u n t
C oupons

30
The primary analysis found that “Free Trial” is the most preferred
promotional scheme (30% of the consumers agreed on that). “Price Off ”,
“Discount Coupons”, “Cross Promotion” was the next best with 20%, 15%,
10% of the consumers in favour.
PERCEPTION ABOUT CHANGE IN QUALITY DURING
SALES PROMOTION SCHEME
P a y m e n t P re fe re n c e
The primary analysis found that the 70

60
perception about change in quality
50
during sales promotion scheme was
40
“Superior” (70% of the consumers 30

agreed on that). “No change” was the 20

10
next best with 20% of the consumers
0
in favour of the same S u p e rio r
N o chang e

PROBLEMS FACED DURING SALES PROMOTION

SCHEMES
The primary analysis 55%
60
found that “Stock 20% 5%
50
Out” is the biggest 40
problems faced during 30
sales promotion 20 15%

schemes (55% of the 10 5%

consumers agreed on 0
S to c k O u t I m p r o p e r G if t s N o t C o u p o n s N o t Any
I n f o r m a t io n R e c e iv e d E n c a s h e d O th e r

31
that). “Coupons Not Encashed” was the next best with 20% of the
consumers in favour of the same.

32
33
 CONCLUSION

The findings of the empirical study indicate that unless the brand
to be promoted is in the consideration set of the consumer, sales
promotion by itself is unlikely to have any major impact. Clearly this
shows that managers need to invest into brand building exercise so that
his/her brand appears in the consideration set of the target consumers.
Only after this should he spend time, money and energy on sales
promotion activities. Sales promotion should not be used in isolation
but need to be integrated with other tools and in line with the overall
positioning of the brand. Also the importance of the role of mass media
came out clearly in both the studies. Companies need to create
sufficient awareness about sales promotion schemes through mass
media in order to create awareness The role of retailer in influencing
consumer in brand choice decision in a toilet Tyres category was found
to be insignificant which also supports the above observations. Tyress
are low involvement products characterised by switching behaviors.
Also the person going to the shop for the purchase of Tyres is the final
decision maker of the brand. Hence it is essential that companies need
to design attractive, striking, visible POPs for scheme announcements.

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 BIBLIOGRAPHY
The information included in this project is taken from the reference:

BOOKS:
Marketing Research :
By Varma M. ,Agarwal R.
By Majumdar

WEBSITES:
www.indiainfoline.com
www.hul.com

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 GYANVEER MAHAVIDHALAYA SAGAR
CUSTOMER'S QUESTIONNAIRE
Researcher's Name : _________________ Name of Person : :___________
Class :_________________ Age : __________________
Occupation ______________

(1)Which brand of Fan do you use ?

............................................................................................

(2) Is the same brand of Fan used by your other family members?
If not , which brand of MRF TYERS do they
use? ......................................................................................

(3) How would you rank following criterion for selecting a Ceiling fan ?

o Fragrance of Tyres
o Brand value
o Price
o Benefits
o Packaging
o Word of mouth
o Advertisement
o Promotional schemes
(4) What comes in to your mind when you think about Tyres ?

o Fans of film stars

o Nothing specific
(5) Can you recall any current advertisement of Tyres ?

o Yes.
o No.
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(6) Which is the most effective medium for promoting the product?

o Advertising
o Sales promotion
o Public relation & Publicity
o Personal selling
100 points, allot the points according to your preference on the following promotional schemes?

o Price off Internet

o (7) Out of total
o Discount coupons
o Contests
o Scratch card
o Cross promotion
o Cash refund
o Prizes
o Free trial
(8) Do you perceive any change in quality of Fans during the sales promotion scheme?

o Superior
o Inferior
o No change
(9) What type of impact does the sales promotion scheme on Fans creates on you?

o Makes you switch to Tyres

o Buy it during sales promotion offer
o Continue buying even after sales promotion offer is scrapped
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o No change in buying behavior

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