Index

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Contents
Introduction
Company Profile
Vision & Mission
Product Portfolio
Brand Umbrella
Marketing Strategy
Overview
Marketing Strategies
Roadmap In India
International Marketing
Strategies
Building Brand Identity
Significance Of The
Company Logo
SWOT Analysis
Conclusion
Biblography

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Introduction

Apollo Tyres Ltd. is a part of Apollo Group of companies founded

by Raunaq Singh, with its corporate headquarters in Gurgaon,
India, is in the business of manufacture and sale of tyres since
its inception in 1972. Over the years, the company has grown
manifold, establishing its footprint across the globe.

The company has manufacturing presence in Asia, Europe and

Africa, with 8 modern tyre facilities and exports to over 100
countries. Powered by its key brands Apollo and Vredestein,
the company offers a comprehensive product portfolio spread
across passenger car, light truck, truck bus, off highway and
bicycle tyres, retreading material and retreaded tyres.

Apollo Tyres Ltd is the world's 17th biggest tyre manufacturer,

with annual consolidated revenues of Rs 121.5 billion (US$2.5
billion) in 2011.
It gets 62.6% of its revenues from India, 27.9% from Europe
and 9.5% from Africa.
Apollo tyres were awarded the FICCI award among large
industries category for the best Quality systems. It is planning
to become the 10th biggest tyre manufacturer in the world with
annual revenues of $6 billion by 2016.

On 12 June 2013, it is reported that Apollo Tyres Ltd would buy

US-based Cooper Tire & Rubber Company for about $2.5 billion
in a deal that would make it the world's seventh-largest tyre
maker but the takeover collapsed after legal battles. Neeraj
Kanwar explained that Apollo will now focus on the European
market

At the end of its financial year on March 31, 2013, Apollo Tyres
had clocked a turnover of US$ 2.34 billion, backed by a global
workforce of approximately 16000 employees.

Apollo Tyres Ltd is traded in India on the Bombay, National and

Kochi Stock Exchanges, with 56.5% of shares held by the
3

public, government entities, banks and financial institutions as

on September 30, 2013.

Company Profile
Apollo Tyres Ltd is the leading tyre manufacturing company in
India. They are engaged in manufacturing automobile tyres and
tubes. They are having their manufacturing facilities at Trichur
in Kerala and Vadodara in Gujarat. They are the first Indian tyre
company to launch exclusive branded outlets for truck tyres
and also the first Indian company to introduce radial tyres for
the farm category.
The company was incorporated on
September 28, 1972. They started their production in the year
1977 at Perambra in Kerala. In the year 1991, the company
commissioned their second plant at Limda in Gujarat.
In the year 1995, they acquired Premier Tyres at Kalamassery in
Kerala. In the year 1996, exclusive tubes plant commissioned in
Ranjangoan in Maharashtra and in the year 2000, they
established exclusive radial capacity in Limda. On Novermber
17, 2003, the company entered into an strategic alliance
Michelin, France for setting up a joint venture company namely
Michelin Apollo Tyres Pvt Ltd for producing dual branded truck &
bus radial tyres in India. In the year 2004, they produced India's
first H-speed rated tubeless passenger car radial tyres. Also
they increased the production capacity of Automobile Tyres and
Automobiles Tubes by 1283560 number and 414000 number
respectively and in the next year, they further increased the
production capacity by 1466432 number and 1567200 number
respectively.
During the year 2005- 06, the company incorporated a wholly
owned subsidiary company, Apollo (Mauritius) Holdings Pvt Ltd
in Mauritius and they also formed Apollo Automotive Tyres Ltd
and Apollo Radial Tyres Ltd as wholly owned subsidiaries of the
company. In the same year, PTL Enterprises Ltd ceased to be a
subsidiary company. Also, the company realigned their
relationship with Michelin and exited from the joint venture
company Michelin Apollo Tyres (P) Ltd. The company increased
the production capacity of Automobiles Tyres and Automobile
Tubes by 1045632 number and 1379360 number respectively
during the year 2005-06 and they further increased the
production capacity by 888340 number and 218440 number
during the next year.
5

During the year 2007-08, they increased the production

capacity of Automobile Tyres by 836620 Nos. Thus the total
capacity for Automobile Tyres and Automobile Tubes increased
to 9659232 Nos and 6741000 Nos.
On April 21, 2006, the company acquired Dunlop Tyres
International (Pty) Ltd, South Africa. During the year 2006-07,
they increased the manyfacturing capacity of Camel Back/Pre
Cured Tread Rubber by 217000 Nos to 220000 Nos and in the
next year they further inceased to 248040 Nos. The company
incorporated Apollo Tyres AG, Switzerland as a wholly owned
subsidiary with effect for July 4, 2007. Also, two subsidiaries
namely Apollo Automotive Tyres Ltd and Apollo Radical Tyres
Ltd have been desubsidiarized with effect from December 21
2007.
The company is in the process of setting up of a greenfield
plant for the manufacture of radial tyres in Hungary with the
estimated cost of Rs 12000 million.

Vision

To become a significant player in the global tyre indusrty.

Become a brand of choice, providing customer delight and
continuously enhancing stakeholder value. To be amongst the
most admired companies in India, committed to excellence.

Mission

Be a Customer Obsessed Company - Customer First 24x7

No.1 Tyre Brand in India Most profitable Tyre
Company in India Motivated and Committed team for
excellence in performance
7

Be a Green Company Deliver Enhanced Value to all

stakeholders

Enhance global presence through Acquisition / JV / Strategic

Partnerships acquisition of Cooper, the world's 11th biggest
tyre company by sales, will give Apollo access to the US market
for replacement tyres for cars and light and medium trucks. The
two companies had combined sale.
Apollo Tyres Ltd, with its corporate headquarters in Gurgaon,
India, is in the business of manufacture and sale of tyres since
its inception in 1972. Over the years, the company has grown
manifold, establishing its footprint across the globe. The
company has manufacturing presence in Asia, Europe and
Africa, with 9 modern tyre facilities and exports to over 118
countries. Powered by its key brands Apollo, Dunlop (brand
rights for 32 African countries) and Vredestein, the company
offers a comprehensive product portfolio spread across
passenger car, light truck, truck-bus, off highway and bicycle
tyres, retreading material and retreaded tyres. At the end of its
financial year on March 31, 2012, Apollo Tyres had clocked a
turnover of US$ 2.5 billion, backed by a global workforce of
approximately 16000 employees.
Apollo Tyres Ltd is traded in India on the Bombay, National and
Kochi Stock Exchanges, with 53.06% of shares held by the
public, government entities, banks and financial institutions as
on June 30, 2012 Apollo Tyres Ltd is the world's 17th biggest
tyre manufacturer, with annual consolidated revenues of Rs
121.5 billion (US$ 2.5 billion) in 2011. It was founded in 1976.
Its first plant was commissioned in Perambra, Kerala. The
company now has four manufacturing units in India, one in
South Africa, two in Zimbabwe and 1 in Netherlands. It has a
network of over 4,000 dealerships in India, of which over 2,500
are exclusive outlets. It gets 59% of its revenues from India,
28% from Europe and 13% from Africa.
Apollo tyres was awarded the FICCI award among large
industries category for the best Quality systems. It is planning
8

to become the 10th biggest tyre manufacturer in the world with

annual revenues of $6 billion by 2016.[5] On 12 June 2013, it is
reported that Apollo Tyres Ltd would buy US-based Cooper Tire
& Rubber Company for about $2.5 billion in a deal that would
make it the world's seventh-largest tyre maker. Apollo's cash
offer of $35 per share represents a premium of about 43
percent to Cooper's share price on the New York Stock
Exchange. Apollo Tyres, which does not currently operate in the
United States, gets two-thirds of its revenue from India of $6.6
billion in 2012.

Product Portfolio
Apollo Tyres Ltd. is engaged in manufacture of automobile tires,
tubes and tire re-treading compound. The product portfolio of
the Company consists of passenger car, sport utility vehicle
(SUV), multi utility vehicle (MUV), light truck, truck-bus,
agriculture, industrial, bicycle and off highway tires, retreading
material and tires, and alloy wheels. Its brands in its domestic
markets include Apollo in India, Dunlop in 32 African countries
and Vredestein in Europe.

The Company has four tire manufacturing plants, which include

two in Cochin, one in Vadodara and one in Chennai. It has two
main overseas subsidiaries: Apollo Tyres South Africa (Pty) Ltd.,
which has two tire manufacturing plants in South Africa and its
products are sold in Africa and Europe, and Apollo Vredestein
B.V., which has one manufacturing plant in Netherlands.
During the fiscal year ended March 31, 2012, the Company
launched Apollo Aspire 4G, Vredestein Ultrac Vorti & Sportrac 5
and XT-7 Gold+ tires Available for our customers is a range of
tyres, which combines performance, safety and design. Tested
and fine-tuned to meet varying vehicle and customer
requirements, for different seasons.
The Apollo experience is not just about buying quality tyres it
is best-in-class service, learning more about how to maximize
your products performance and always finding a ready ear to
hear your feedback.

10

Brand Umbrella

In 2009, Apollo acquired Dutch tyre maker Vredestein BV, which

makes tyres for high-end cars at its facility in the Netherlands.
While the buyout is officially complete, you may have to wait a
few months before you can fit Dutch rubber on your car in
India. Apollo has also set up an R&D facility in the Netherlands,
to work on new tread patterns and rubber compounds to
improve tyre performance and longevity. The centre will cater
to all three brands under the umbrella Apollo, Vredestein and
Dunlop (Apollo acquired distribution rights for Dunlop in Africa
in 2006
Apollo manufactures 70,000 car tyres and 15,000 truck tyres
every day in its plants in India. Now, with three new additional
brands, that number will only go north. Add the Vredestein
name to the mix and it creates a company that will have tyres
for everything from the Maruti Alto to the Audi R8. Going Dutch
has probably never been this fruitful. Apollo, traditionally a
truck tyre supplier, had recently entered the small car tyre
market and is now expanding into tyres for luxury cars like the
Audi A4, BMW 5 series and VW Passat, among others Apollos
fourth generation of car tyres is represented by three new
brands Aspire 4G, Alnac 4G and Amazer 4G, which should fit
pretty much every size requirement you have.

11

The Amazer 4G will fit small hatchbacks like the Maruti Alto,
Tata Indica and VW Polo as well as compact sedans like the
Maruti DZire, and will be available in sizes from 12 to 14 inches.
It is T speed rated, meaning it should be safe up to 190kph.
Apollo Tyres (NSE:APOLLOTYRE), one of Indias largest tire
companies, sealed a deal on Wednesday to purchase North
American Cooper Tire and Rubber Company (NYSE:CTB)
The deal is for $2.5 billion in cash. The company currently
produces the entire range of automotive tyres for ultra and high
speed passenger cars, truck and bus, farm, Off-The-Road,
industrial and specialty applications like mining, retreaded tyres
and retreading material. These are produced across Apollos
eight manufacturing locations in India, Netherlands and
Southern Africa. A ninth facility is currently under construction
in southern India, and is expected to commence production
towards the end of 2009. The major brands produced across
these locations are: Apollo, Dunlop, Kaizen, Maloya, Regal and
Vredestein.

Business markets
In the three domestic markets of India, Southern Africa and
Europe, Apollo operates through a network of branded,
exclusive or multi-product outlets. In South Africa the branded
outlets are called Dunlop Zones, while in India they are
variously named Apollo Tyre World (for commercial vehicles)
and Apollo Radial World (for passenger cars). Exports out of
these three key manufacturing locations reach over 70
destinations across the world.

12

Marketing Strategy Overview

Strategic thinking is key to the evolution of successful

marketing strategies of Apollo tyre. This involves the following
analyses:
8 Understanding markets: Strategic perspective of the
market requires skilful analysis of the trend and how they
affect the market size and demand for the firms product.
8 Finding market niches: Price, service, convenience and
technology are some of the niches in Indian market.
8 Product and service planning: Analysis of the customers
promotion of the brand, both of the firm and competitors,
besides an analysis of the situation in which the customer
uses the product.
(i)

Distribution: Structural changes in inventory

management, mobile distribution are some of the key
factors that are going to affect the distribution process
in the Indian market.

(ii)

Managing for result: With pressure on costs, prices, and

margins, marketers will have to make effective
utilization of every rupee spent in marketing.

13

Marketing Strategies Roadmap in

India
Ever since the inception of Apollo Tyres Ltd, the company has
been effective in developing strategies which greatly helped in
its growth. Expansion of business is given great focus and
strategies are developed in accordance with the situation and
the requirements. Apollo is noted for its ability to foresee the
opportunities and act accordingly thereby converting the
opportunity into their strength. Apollo has always been keen in
maintaining a good and effective relationship with their
suppliers and customers. Their entry strategy has been a huge
success and has helped them establish a strong foothold in the
foreign countries as well. In order to have a control on the
supply of raw material Apollo tyres have also ventured into
backward integration strategies in areas where they face
problems with the supply of raw materials. Capacity expansion
of plants is also undertaken thereby helping Apollo Tyres Ltd in
attaining economies of scale leading to an impact on the
pricing strategy.
The Key Strategies undertaken by Apollo Tyres over the
years are been listed below:
8 Started operation in 1976 in Kerala, which is the biggest
producer of rubber in the country ensuring raw material
supply.
8 In 1988 they expanded into Gujarat by setting up a plant
in Baroda worth 168.96 Cr
8 In 1989 entered into a strategic alliance with Maruti for
radial tyres. And premium tyres for some truck
manufacturing companies.
8 In 1994 they enhanced the supply chain management by
creating 2500 dealers thereby establishing an effective
distribution network.
14

8 In 1995 ventured into the automobile hub in the country at

Pune with a manufacturing unit.
8 In 1995, set up a 50:50 Joint Venture with continental tyres
with a production capacity of 4.7 million and a capital
outlay of 400 CR.
8 In 1998 Apollo Tyres announced a voluntary retirement
scheme (VRS) for the workers at its Perambra unit in
Kerala with a view to optimize manpower utilization and
costs.
8 In 2003, established a 49:51 Joint Venture with Michelin
Group to manufacture truck and bus radials for the Indian
market.
8 In 2005 entered into a distribution tie up with Triveni
Khushali Bazaar for retailing its farm tyres.
8 Expansion into the global market through investments and
alliances in Western Europe, Eastern Europe, East Asia,
Latin America, Africa.
8 Planning to enter into the Chinese market which is
currently the world's largest tyre producing and exporting
market. If Apollo is successful in this venture it would be
the first Indian tyre manufacturing company to establish a
permanent production presence in China.
8 Apollo tyres aim to be a global tyre producer with
footprints in all corners of the world.

15

International Marketing Strategies

of Apollo Tyres
Apollo Tyres has already done it brand positioning very
well covering many different countries including India. As
we studied that Apollo Tyre is a global player having its
base in India, it has adopted very innovative marketing
strategies for Indian Market since the start.
Some of them are as follows:
8 Collaboration with Manchester United:

16

The new initiative with Manchester United saw Apollo produce

football based play zones constructed from used tyres. These
rubber-based pitches will be open to young people from local
communities in the UK and India, with the aim of encouraging
them to take up sports and have a more active.
While the Apollo Tyres logo would not sport on the Manchester
United Jersey, the Indian company's logo will be there on the
club's website and Apollo Tyres will be free to use certain
players of Manchester United for their marketing and promotion
campaign.

8 Television Advertisements:

17

Apollo Tyres has had many TV commercials from Safety of

your loved ones to Manchester United Promo which has
led to a successful global brand image and increased their
sales more than the quarter as compared to their previous
years of marketing. Since the launch of TV commercials
Apollo tyres has gained a wide traction on a global scale in
the countries of their existence as well as other countries
attracting a huge number of exports from around the
world.
8 Campaign:

18

Apollo Tyres has recently launched a new TV

advertisement campaign with tag line There are no
shortcuts. The comapny this time featured players
of Manchester United Footbal club of UK. The campaign
has been created and conceptualized by Brooklyn Brothers
drawing parallels between the journeys of Apollo tyres and
Manchester United. The campaign is being launched
simultaneously in the UK and India.
The 'There are no shortcuts' campaign between Apollo
tyres and the Manchester United Football Club is an
expression of the 'parallels' drawn between the journeys of
both Apollo Tyres and Manchester United, as they continue
to go the distance in the pursuit of great performance. The
campaign expresses a powerful message of the effort,
determination and skill required to reach your goal, and
that there are no shortcuts to achieving your full potential.
In this TV advertisement there is a background song music
is played which is very good one to setup as your phone
ringtone.
8 Co-Branding with Car Companies:
Apollo Tyre along with 2 other competitors has been one of
the first companies to do the Co-Branding with Car
companies on their launch events, exhibitions and TV
commercials of Cars. This has attracted more car
companies than they are already associated with and has
led to the increase in their portfolio firms and is one of the
reasons for the company to hit the billion dollar charts.
8 Media Reports and coverage:
Apollo tyres has in last 4 years captured a very good
amount of Media coverage and reporting on a global level
in different ways some on which may also be positively or
negatively controversial. The acquisition proposals of
Apollo Tyres and the competitive issue with MRF tyres
through which they had to experience a downfall and
again they made a comeback on 2014 has got them
featured in media and news a lot which has proved to be
natural as well as planned strategic moves for marketing.
8 CSR Projects:

19

Apollo Tyres Ltd's corporate social responsibility (CSR)

philosophy stems from its vision statement of
"...continuously enhancing stakeholder value". The overall
aim is to add value to the lives of stakeholders, through
not-for-profit initiatives, with the objective of ensuring that
all programmes and initiatives remain sustainable and
relevant. The company believes that if undertaken in the
right spirit and process, social initiatives can be a long
term risk mitigator and help manage key business and
operational challenges. This framework clearly revolves
around the principle of 3 Is i.e. Involve, Influence and
Impact stakeholders. Apollo Tyres Foundation is the body
which works dedicatedly towards achievement of these
goals. Apollo Tyres has managed to create a good image in
the minds of their stakeholders with their non-profit
initiatives so far.

1. HIV-AIDS:
The companys HIV-AIDS Awareness and Prevention
Programme is targeted at 4 key stakeholders
employees,
customers,
business
partners and community. Under this, Apollo undertakes
awareness and prevention sessions and provides
voluntary, confidential testing and support.
The Programme has the largest footprint in India and
South Africa. At both locations, formally trained Master
Trainers from amongst the employees conduct
awareness modules for their colleagues as well as for the
companys business partners.
In India, the company runs 21 Health Care Centres in
prominent transhipment hubs for the commercial vehicle
community. Each of these centres is equipped with
qualified doctors, paramedic staff and counsellors, and
also has its own network of peer educators who work with
the community to effect behaviour change.
20

2. Malaria and Other Diseases

Across geographies, and particularly at its manufacturing
locations, the company works towards building a healthy
workforce and community. Health check camps are
organised for members of the community and so are
cleanliness and sanitation drives with a view to curb
diseases like malaria and chikungunya. As a policy,
employees too are encouraged to undergo periodic health
checks.

3. Environment Program:

Habitat Apollo is the companys umbrella environment

programme under which Apollo undertakes a number of
initiatives aimed at resource conservation, recycling and
reuse.
Complementing the organisations sustainability initiative,
this programme particularly looks at behaviour change
amongst employees with regards to paper, energy, water
21

and waste reduction. In India, the organisation has also

undertaken a paper recycling drive across its corporate
headquarters and manufacturing units.
Other
initiatives
include
organic farming
across
manufacturing locations in India, the produce of which is
used by the cafeterias at these facilities, for the benefit of
the employees.
Moreover, across its operations, Apollo Tyres has also
made a move towards usage of less polluting and nonfossil fuel sources of energy like gas, steam and wind
power at the manufacturing facilities.
Working with local communities considered to be a key
stakeholder across its manufacturing locations, is an
ongoing initiative for the company. Is it promoting
vocational training, providing support for primary and
technical education or infrastructure development.
4. In India, the focus is on Project U a plan to address
issues
of health, sanitation, domestic
habits
and
behaviours, and the environment formulated post a
needs assessment survey across manufacturing
locations. Under this income generation and livelihood
projects have been identified as areas of concern, and
to address the same, the company has designed and
deployed a comprehensive program focusing on skill
up-gradation and job placement for the youth.

22

Building Brand Identity

Apollo Tyre Ltd has always been focusing on
building its brand identity. Their focus on building
the companies brand identity is directly linked with their vision
of creating a long lasting relationship with their customers,
though providing values resulting in customer delight. Brand
building is very important since most customers do not
understand the specifics of the product.
As President of Apollo Tyres, Satish Sharma guides strategy and
oversees the implementation of key functions like
manufacturing,
sales and marketing, customer relations and profitability in Asia
Pacific, Middle East and North Africa.
Few factors influencing brand identity building of
Apollo:
8 Product diversification is done on an extensive basis so as
to suit the requirements & various climatic and natural
conditions existing in the location (cross ply tyres to radial
tyres).
8 2% to 3% of the companies total profit is spend on
advertisement which helps them in improving their brand
identity.
8 Providing high endurance tyres (second to MRF ).
8 Building brand identity through reinventing, innovating
and reinforcing its market leadership.
8 Cutting-edge technology and competitive products to
worldwide markets on the back of its brand values of
quality, reliability, safety and trust.

23

8 Brand differentiation is crucially undertaken to build Apollo

as a global brand.
8 Three pillars helping Apollo to create a brand identity are
international quality standards, last much longer & thus
enhancing value for money and provides a smooth and
quiet ride.
8 Focusing on Word of mouth publicity to build brand
identity since in automobile and tyre industry 90% of the
vehicle owners makes their choice based on this.
8 Investing in R&D to upgrade the technology as a result of
which they have come up with different product
bifurcation.
8 Establishing Co branding relationships with automobile
manufactures like Maruti.

Significance of the Company Logo

The logo of Apollo tyres is very much significant to the

company strategies. The logo depicts a red disc with an
unending road which symbolizes the reliability and long life. It
means the tyres ensure a longer period of life. The red colour
represents the harshness of the road and means to convey that
Apollo tyres are designed in a manner that they can be used in
any circumstances thereby converting your ride in a smooth
quiet and joyful one.
The logo also has an advantage that it clearly engraves the
name Apollo in it there by it makes it easier for the customers
and public to identify and recall the brand spontaneously. It
24

helps in invoking a clearer brand image of the company with

the customers.
The logo shown above is developed with the concept of roads
and tyres the O represents tyres and the straight line
represents road. Thus it covers the direct aspect of their
product and its usage. The symbol circle stands for energy,
motion, life and space which are directly linked to the four
wheels of a vehicle. The different colour used by apollo in its
new logo gives it new identity to the brand. The logo is
depicted across thousands of tyre stores, communication media
and even on the tyres. Thus the effective logo also helps the
company in building a brand identity in the minds of the
customers.
No famous celebrities and events are undertaken to endorse
the brand which we feel could be used to enhance the brand
image like what MRF have done using Sachin Tendulkar to
endorse the brand. The advertisements of Apollo tyres are not
much acclaimed.

SWOT Analysis
Strength
1. Wide product variety
2. Excellent Geographical coverage across
Asian, European and African markets.
3. Good financial position
4. Good Brand awareness about the product
5. Over 4000 dealerships in India and over 900 in South Africa
6. Has manufacturing plants at India, SA, Zimbabwe and
Netherlands
Weakness
1. Low presence in latest car models.
2. Low presence in two/three wheeler segment
25

3. Brand yet to establish itself like the market leaders

Opportunity
1.Emerging markets and improved lifestyle
2. More tie-ups with Automobile companies as its mainly into
B2B market.
3. Improved Infrastructure
transportation

has

fuelled

more

and

more

4. Emergence of India as a hub for small car production

Threats
1. Price wars
2. Stiff competition from national and international brands
3. Cheaper technologies
4. Volatility in prices and availability of raw material as Indias
rubber production is less than its demand.
5. Government Policies with respect to export duties, import
duties, tax levied on automobile industries and economic
condition of nation as it determines the sale of automobiles .

Recommendations
8 Apollo Tyres should device a strategy to enter the twowheeler market as there is a huge market size which it has
not been able to tap currently.
8 Apollo Tyres Should utilize its current brand awareness and
the present market opportunity to improve its brand
perception on similar lines. If Cooper deal is finalized
successfully, it will provide a great push for this.
8 Apollo Tyres should be more flexible in its credit policies to
cater to the changing market behavior. Currently they
follow strict no-credit policy. This will also allow them to
bag the opportunities of various big government contracts.
8 Apollo Tyres should invest in researching for alternate
materials in place of natural rubber to significantly reduce
material cost.
26

Conclusion
8 Apollo Tyres Ltd is the leading tyre manufacturing
company in India. They are the first Indian tyre company
to launch exclusive branded outlets for truck tyres and
also the first Indian company to introduce radial tyres for
the farm category.
8 Apollo Tyres International market standing has a great
potential in terms of product quality, corporate market
standing (acquisitions and competitive edge).
8 Ever since the inception of Apollo Tyres Ltd, the company
has been effective in developing strategies which greatly
helped in its growth. Expansion of business is given great
focus and strategies are developed in accordance with the
situation and the requirements.
8 Capacity expansion of plants is also undertaken thereby
helping Apollo Tyres Ltd in attaining economies of scale
leading to an impact on the pricing strategy.
8 Apollo Tyre Ltd has always been focusing on building its
brand identity. Their focus on building the companies
brand identity is directly linked with their vision of creating
a long lasting relationship with their customers
8 Apollo Tyre is a global player having its base in India, it has
adopted very innovative marketing strategies for Indian
Market since the start.

27

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