Summer Internships

2010
PGDM 2009-11
Summer Internship Project
Report
on
“Market Analysis & Study of
Consumer Behaviour”
Undertaken at

JK Tyre & Industries Ltd.

Gwalior(M.P.)

Prepared By:
(Gaurav Dubey)
(Roll No.15)
Company Guide Faculty Guide
Mr. M. Robinson Prof. Rajesh Agrawal
(Area Manager)
 Acknowledgement
I owe a great many thanks to a great many
people who helped and supported me during my
project.

My deepest thanks to Prof. Rajesh Agrawal, the

faculty guide for guiding and correcting various
documents of mine with attention and care. He has
taken pains to go through the project and make
necessary correction as and when needed.

I express my sincere thanks to The Dean Prof Anil

Sinha for providing me this opportunity.

My deep sense of gratitude to Mr. M. Robinson,

Area Manager, JK Tyres & Industries ltd. , Gwalior for
his immense support and valuable guidance. Thanks
& appreciation to the staff of JK tyres & Industries
ltd, Gwalior for their support.

Finally I would like to thank the respondents for

my survey for their co-operation. I also extend my
heartful thanks to my parents & well wishers.
 Unit-1:
MARKET SHARE OF DIFFERENT
TYRE COMPANIES IN TRUCK
SEGMENT

Unit-2:
CUSTOMER’S PREFERENCE ON
DIFFERENT BRANDS AND TYRE
COMPANIES IN TRUCK SEGMENT
 Contents
Unit-1: MARKET SHARE OF DIFFERENT TYRE COMPANIES IN TRUCK SEGMENT.
 Executive Summary:
a. Introduction
b. About Tyre industries in India (Background,
key issues, Review of performance)
c. Growth of Tyre Industries
d. Various Types of Tyre segment
 JK’s Brief profile
(Company)
a. About JK
b. Mission & Vision
c. Marketing strategy
d. SWOT analysis
e. Organizational structure
 Objectives of the study
 Need for the study
 Limitation of the study
 Research Methodology of the study
 Data analysis & Interpretation
 Findings
 Suggestions
Unit-2: CUSTOMER’S PREFERENCE ON DIFFERENT BRANDS AND TYRE COMPANIES IN TRUCK SEGMENT.
 Consumer Buying behaviour
 Indian consumer profile
 Objective of the study
 Limitation Of the study
 Methodology
 Data analysis & interpretation
 Findings
 Suggestions
 Conclusion

Bibliography
Annexure
  Executive Summary:
a. About Tyre industries in India
b. Growth of Tyre Industries
c. Various Types of Tyre segment

 JK’s Brief
profile (Company)
About
JK
Mission
& Vision
Marketin
g strategy
SWOT
analysis
Marketin
g Organization

Executive Summary

a. Introduction
 In today’s world of intense competition and rapid dynamism, all the companies
worldwide are tuning their focuses on the customer. Suddenly, the customer had
succeeded in capturing all the attention of the companies towards him, so much so, that
the once famous maxim, “customer is the god” has become so true and relevant today.
There has been a “paradigm shift” in the thinking of these companies and none other then
the customer has brought this about.

Earlier there was a sellers market, since goods and services were in short supply and
the sellers use to call the shots. But, ever since the advent of the era of globalization,
there has been total transformation in the way the customers being perceived. Their focus
has shifted towards integrating the three elements people, service and marketing.

A customers can “make or break” a company. It is the responsibility of every

company to see that all its customers are equally satisfied with them, for one single
dissatisfied customer will tell at least nine others about the dissatisfaction and will spark
off a chain reaction and spell doom for that company. Research has thrown light on some
important aspects of customers’ retention it has been proved empirically that acquiring
new customers can cost five times more than the cost involved in satisfying and retaining
current customers.

In the past, the customers was taken for a ride, as there were not many players in the
fields, not much importance was attached to product safety, quality, service and product
appeal. The attitude of the manufacture was that of “caveat – emptor”. Thanks to the
government policies on liberalization, globalization and privatization (LPG), the market
scenario has changed today. Today, the customer has a host of defense mechanism like
the customers protection laws, regulation of the government, the powerful hands of the
organization, customers’ courts, switching to substitute or competitors that offer at
competitive prices, etc. The maxim,” caveat – emptor” has been replaced by “caveat
venditor”.
b. About Tyre industries in India

Background
The origin of the Indian Tyre Industry dates back to 1926 when Dunlop Rubber Limited
set up the first tyre company in West Bengal. MRF followed suit in 1946. Since then, the
Indian tyre industry has grown rapidly.

Transportation industry and tyre industry go hand in hand as the two are interdependent.
Transportation industry has experienced 10% growth rate year after year with an absolute
level of 870 billion ton freight. With an extensive road network of 3.2 million km, road
accounts for over 85% of all freight movement in India.
Key Issues of tyre industries
High tax usage

The high tax content on tyres can be gauged from the fact that the percentage of total tax
to the tax excluded price for various categories of tyres is - 44% for Truck Tyre; 41% for
Passenger Car Radial Tyre, 35% for Tractor Rear Tyre and 76% for Truck Tyre Tube.

Increase in raw material costs

Apart from being capital intensive, the tyre industry is highly raw material intensive. Any
change in the prices of raw materials affects the profitability of tyre companies. The raw
materials used in the manufacture of tyres are rubber and petroleum derivatives like
nylon tyre cord, carbon black, styrene butadiene rubber and poly butadiene rubber. The
most important raw material is rubber-natural and synthetic. Natural rubber (NR), with
29% weightage in the cost of raw materials used by tyre industry, is the highest cost item.
Annual consumption of NR by tyre industry is 3.50 lakh tonnes, valued at Rs. 14 billion.
Over 85% of NR consumed' by the industry is procured domestically. 15% is imported.

Import of tyres
During the FY2002, over 1,10,000 passenger car tyres were imported. Although this
constitutes a small percentage (1.5%) of total passenger car tyre production in the
country, since total imports are of radial passenger car tyres, the percentage is higher
when compared against domestic production of radial passenger car tyres. A large
percentage of imports are from South Korea at a concessional rate of customs duty (i.e.
15%) under the Bangkok Agreement - as against 20% normal rate of customs duty.

Even though the Government has imposed a restraint on the import of used tyres into
India, occasionally there are reports of import of such tyres in a clandestine manner,
sometimes as new tyre at low value, since there is no restriction on import of new tyres or
as tyres under the "others" category. Many countries such as Japan, Bangladesh, Pakistan,
Philippines, Thailand, Kenya, South Korea, etc. have either put a complete ban on import
of used tyres or have placed stringent conditions on such imports.

Tyre Exports

The product focus of tyre exports from India has been Traditional Truck Tyres. Globally
this segment of tyre export is shrinking due to greater acceptance of radial tyres. Over the
years, China has emerged as a major exporter in bias tyre category. Additionally, export
of Indian tyres to select countries is subjected to non-tariff barriers (NTBs) by way of
standards, tests, etc. Export of cheaper tyres from China to major tyre importing markets,
like US, is adversely affecting Indian tyre exports to these markets. India's share in
exports to these countries (especially USA) is progressively declining. If the trend is not
reversed, Indian tyre industry will find it extremely difficult to regain its erstwhile
position in these markets. Low rate of interest, cheaper electricity tariff, hidden subsidies
by the Chinese Government, better infrastructure facilities and lower transaction costs are
factors favourable to Chinese tyre industry.

Trends in Production, Consumption, Price & Capacity Utilization

The total tyre produced in the country was 51.58 million units in FY2003 - a 19% growth
rate over FY2002.
 CAGR of tyre production (in %)

FY 1993-2003
9%FY 1993-1998 7%
FY 1999-2003 9%
FY 2002-2003 19%

Compiled by INGRES
Currently, the size of the Indian tyre industry is estimated at Rs. 128 billion (0.5% of
Indian GDP), as of FY2003. The total installed capacity of the Indian tyre industry is
around 60.5 mn units, and the capacity utilization is around 85%. Additionally, in
FY2003, the price realization of tyre manufacturers also registered an increase by 8%, as
against a 0.6% increase in FY2002.

Demand Supply Gap

The demand for tyres is either in the domestic market or in the export market. As far as
domestic demand is concerned, the OEM and the replacement segments are likely to
witness strong growth given the current performance of the automotive sector. Given the
strong linkages of tyre industry with automotives, its demand is likely to be strong over
the short to medium term.
As regards supply of tyres, currently, the major players are in the process of expanding
their capacities, in anticipation of uptrend in sales. For instance, Apollo Tyres has set up a
joint venture with Michelin for manufacture and sale of bus and truck radials. JK is
expanding its Mysore truck and bus radial facility along with eyeing acquisitions of
smaller units. Ceat has increased its offtake by 3 times from Pirelli. However, a
characteristic of the Indian tyre industry is that most of the tyre manufacturers in the past
had increased capacities in anticipation of a surge in demand, but when it did not
materialise, they reduced their addition to capacities. Thus, the demand-supply gap is
likely to be an important issue for the Indian tyre industry over the short to medium term.
Review of Performance
Overall Performance
The operating margin of the representative sample of tyre companies improved during
FY2003. However, the net profit margin of the tyre companies even though improved,
was still at 3%.
 Performance in FY2004
The tyre industry continues to be driven by good demand growth, propelled by sustained
uptrend in demand and sales of automobiles in general, and commercial vehicles and
passenger cars in particular. However, this does not get translated into improved margins
for the industry, as it is witnessing sustained rise in prices of raw materials like natural
rubber. Additionally, the customs duty on imports has been brought down from 25% to
20% and Special Additional Duty of 4% has been dispensed with.

Outlook
The level of economic activity, performance of domestic automotive industry, and the
faring of the transport sector directly influence the performance of the tyre industry in
India. With the replacement segment dominating the overall tyre demand in India, the
industry remains inherently vulnerable to economic cycles. While radicalization has
become the norm in the passenger car segment, in the bus and truck tyre segment, its
acceptance is still limited. Bus and truck radicalization could emerge in the long term as
the quality of roads improves and the restrictions on overloading are better enforced. The
practice of re-treading, which is gaining increasing acceptance, could pose a challenge to
replacement demand in the medium term.
In the domestic market, tyre manufacturers are expected to increasingly focus on
expanding their dealership networks & explore possibilities of tie-ups among themselves
to penetrate the growing customer base. They are also likely to pursue innovative
measures (such as "dial-a-tyre service and road shows) to improve customer awareness.
The consolidation of the Indian tyre industry is likely to continue in the coming years
through mergers among existing players. The industry is likely to expand through a
combination of organic and inorganic growth. While organic growth would come from
raising efficiency levels, inorganic growth would be achieved through alliances and
M&As.
c. Growth of Tyre industries in India

The Indian tyre industry is expected to clock a tonnage growth of 9-10 per cent over the
next five years, according to a study by Credit Analysis and Research Limited (CARE)
 While the truck and buses tyres are set to register a CAGR (compounded annual growth
rate) of 8 per cent, the LCV (lightCommercial vehicles) tyres are poised for a CAGR of
14 per cent.

According to the CARE study, the growth in the Indian tyre industry will be fuelled by
the expansion plans of the automobile companies, government's focus on development of
road infrastructure and sourcing of auto parts by the global Original Equipment
Manufacturers (OEMs). However, the tyre industry has to grapple with raw material price
volatility, rupee appreciation and cheap Chinese imports.

The tyre industry in India recorded a CAGR of 9.69 per cent during 2002-07. The size of
the industry was estimated at Rs 19,000 crore in 2006-07 with a total production of 736
lakh units of tyres. In 2006-07, the replacement tyres accounted for 53 per cent of the
total tyre tonnage offtake, followed by 31 per cent share of OEM and 15 per cent by
exports.

Out of the 736 lakh ton of tyres, 54, 49,560 units worth Rs 2,600 crore were exported.
The exports from India posted a CAGR of 13 per cent in unit terms and 18 per cent in
value terms between 2002-07.

The study points out that on the export front, the Indian tyre companies need to explore
newer markets as the existing market is nearing saturation. This apart, with
rationalization catching up in the foreign markets, the Indian tyre companies need to
graduate to radial tyres so as to protect their share in the export market.

The CARE report observes that though the tyre technology in India has witnessed several
developments with continuous innovation, the domestic tyre manufacturers still lag
behind their global counterparts in terms of product differentiation. Global tyre makers
offer a wide change of products like tyres with pressure warning systems, run flat tyres,
eco-friendly tyres and energy efficient tyres.

d. Various types of Tyre segment

Tyres by Type
The Indian tyre industry produces the complete range of tyres required by the Indian
automotive industry, except for aero tyres and some specialised tyres. Domestic
manufacturers produce tyres for trucks, buses, passenger cars, jeeps, light trucks, tractors
(front, rear and trailer), animal drawn vehicles, scooters, motorcycles, mopeds, bicycles
and off-the-road vehicles and special defence vehicles.

The scenario in India stands in sharp contrast to that in the world tyre market, where car
tyres (including light trucks) have the major share (88%) by volume followed by truck

Tyres (12%). In India, however, passenger car tyres have a mere 17% share of the overall
tyre market.

Truck and Bus Tyres

The truck and bus tyre segment accounted for 19% of tyres produced in India in FY2003.
Every truck/bus manufactured generates a demand for seven tyres (six regular and one
spare) as against three in the case of two-wheelers and five for passenger cars. In
addition, the price of a truck tyre is significantly higher than that of a passenger car tyre
(roughly 10 times) or a motorcycle tyre. Thus the demand multiple emanating from the
commercial vehicle segment is highest in value terms.
Given the regular use and heavy wear and tear of truck and bus tyres, the demand from
the replacement market in this segment worked out to 68% of the total demand for truck
and bus tyres in FY2003; the OEM demand accounted for around 9% the same year.
With the Indian manufacturers of cross-ply tyres focusing on the export market, this
segment accounts for around 22% of the demand for truck and bus tyres.

Passenger Car Tyres

The passenger car tyre segment accounted for 17% of all tyres produced in India in
FY2003. With passenger car production witnessing a growth of 12% in FY2003 over the
previous year, OEM demand accounted for about 33% of the total sales that year. The
replacement market accounted for around 63% of the total sales of passenger car tyres in
FY2003. Exports accounted for 4% of the total passenger car tyre demand in FY2003.
With the stock of cars increasing, replacement demand is likely to continue.

Motorcycle Tyres
Motorcycles accounted for 76% of two-wheelers sold in the domestic market in FY2003.
Motorcycle tyres constitute the largest segment of the domestic tyre industry (29% of
total tyre demand in FY2003). The replacement market accounted for around 49.8% of
the total motorcycle tyres sold in FY 2003, while OEM demand accounted for around
50%.

Scooter Tyres

Scooters were the dominant segment in the Indian two-wheeler industry till FY1998,
accounting for around 42% of domestic two-wheeler sales. However, the introduction of
new motorcycle models has seen the share of scooters declining to 19% of domestic two-
wheeler sales in FY2003. The OEM segment accounted for around 34% of the total sales
in the scooter tyre segment in FY2003, with the rest being accounted for by the
replacement market.

Tyre Demand by Markets

JK’s Brief Profile

a. About JK
Jk Tyre and Industries is a mega corporate entity that is emblematic of excellence,
diversification and pioneering new technologies. A part of JK Organization which ranks
among the top private groups private groups in India, Jk Tyre and Industries is committed
to self reliance and follows an ethic that views customer satisfaction as an index of
achievement.
Over the years, the company has expanded and diversified its business portfolio. It has
developed into a multi product, multi-location corporate entity comprising of following
business divisions:
The advent of JK Organization on the industrial landscape of India almost synchronizes
with the beginning of an era of industrial awareness - an endeavor for self reliance and
the setting up of a dynamic Indian industry. This was way back in the middle of the 19th
century. And the rest that followed is history.

CORE VALUES:

JK Organization has been a forerunner in the economic and social advancement of India.
It always aimed at creating job opportunities for a multitude of countrymen and to
provide high quality products. It has striven to make India self reliant by pioneering the
production of a number of industrial and consumer products, by adopting the latest
technology as well as developing its own know-how. It has also undertaken industrial
ventures in several other countries.

JK Organization is an association of industrial and commercial companies and charitable

trusts. Its member companies, employing nearly 50,000 persons are engaged in the
manufacture of a variety of products and in diverse fields of commerce.

Trusts are devoted to promoting industrial, technical and medical research, education,
religious values and providing better living and recreational facilities. With the spirit of
social consciousness uppermost in mind, J.K. Organization is committed to the cause of
human advancement.

1933 First in India to manufacture Calico Prints- Juggilal Kamlapat Cotton

Spinning and Weaving Mills Co. Ltd., Kanpur.
1940 First in India to manufacture steel Bailing Hoops for jute and cotton
and to make the country self sufficient by meeting the entire demand-
J.K. Iron & Steel Co. Ltd., Kanpur.

1944 First in India to produce Aluminium virgin Metal from Indian Bauxite-
Aluminium Corporation of India Ltd., Jaykaynagar.

1949 First in India to manufacture Engineering files- J.K. Engineers ‘Files,

Bombay.

1959 First in India to set up a continuous process Rayon Plant.

1960 First to manufacture a Hydraulically Operated Cane Crushing Mill for

Khandsari Sugar Plant and completed 100 ton plant-J.K. Iron & Steel
Co. Ltd., Kanpur.

1961 First in world to set up a plant for production of Hydrosulphite of soda

by Sodium Amalgam Process- J.K. Chemicals Ltd., Bombay.

1965 First to produce Sodium Sulphoxylate Formaldehyde (Rangolite C of

Formosul) in India - J.K. Chemicals Ltd., Bombay

1968 First to manufacture TV Sets in India- J.K. Electronics, Kanpur. First to

manufacture Metallic Cops for Synthetic Filament yarn industries in
India- Syntex tube works, Kanpur.

1969 First to manufacture Acrylic Fibres- J.K. Synthetics Ltd. Kota

First to develop differentially Dyeable Nylon- J.K. Synthetics Ltd., Kota

1973 First in India to license Synthetic Fibre Technology to third party as

well as the first to manufacture Synthetic Fibre Machinery Fibretech
Engineers & Manufacturers, Dadri.

1976 First in India to produce steel belted Radial Tyres for passenger cars,
 trucks and buses- J.K. Tyre Plant, Kankroli.

1980 First in world to make Steel Belted Radial Tyres for three wheelers-
J.K. Tyre Plant, Kankroli.

1984 First in India to produce white cement through dry process- J.K. White
cement. Gotan.

1985 First in India to produce Cathonic Dyeable Polyester Fibre- J.K.

Synthetics Ltd., Kota.

First in India to produce Nylon Tyre Cord based on Spin Draw

Technology- J.K. Synthetics Ltd., Kota.

1989 First in India to produce magnetic tapes with cobalt technology J.K.
magnetics, Surajpur.

1991 Banmore Tyre Plant (BTP) set-up with a capacity of 5.7 lacs tyres p.a.

1992 R & D center set-up at HASTERI.

1994 India's first T-Rated tyre launched

Banmore Tyre Plant (BTP) crossed 100 TPD.

1995 Mercedes Benz Launched on JK steel radials

First tyre manufacturer in the world to get ISO 9001

1996 India's first dual contact high traction steel radial- aquasonic launched.

Introduced steel wheels.

1997 Awarded the National Export Award for 96-97.

Vikrant Tyres (VTL) acquired.

 India's first H rated tyre launched.

Only Tyre manufacturer to get 'E' Mark certification.

HASETRI became the first research institute in Asia to get ISO 9002.

1998 First tyre manufacturer in the world to get QS 9000.

Awarded CAPEXIL's highest export award for 1997-98.

1999 Synergy with VTL in procurement, marketing and production flexibility.

Completion of state of the art modernisation of truck radials.

JK Tyres ranked 16th largest Tyre Company in the world.

ISA - 14000 accredition for environment & safety.

2000 JK introduced National Go-Karting Championships.

2001 Recieved CAPEXIL award.

J.K. Industries recieved FOCUS LAC export award for the year 1999-
2000.
Commendation Certificate of CII Exim.
IInd National Go-Karting Championships held.

JK Tyre's No 1 market position

In what is being considered as a landmark decision in the highly competitive Indian tyre
industry, the Advertising Standards Council of India (ASCI) has upheld JK Industries
 Ltd's claim of being India's No 1 tyre manufacturer in the four-wheeler tyre segment,
reaffirming JK's leadership position in the market.

The case was started when few competitors filed a complaint with ASCI against JK
Tyre's print advertisement, in which JK Tyre announced its numero uno position in the
four-wheeler tyre segment, quoting production figures compiled by Automotive Tyre
Manufacturer Association and other authentic industry sources.

But the competitors contradicted the claim, stating the fact that market figures from a
company's annual report should be used as authentic data to claim one's leadership, not
the production figures.

But ASCI considered the case at the Consumer Complaints Council on 23 May 2002 and
upheld JK Tyre's contention that production figures, as compiled by authentic industry
sources and used by JK Tyre to claim its leadership, is a valid and applicable comparison
platform.

Hence, JK Tyre's claim as No 1 tyre manufacturer in India is a perfectly valid and correct
statement. This also reflects ASCI's agreement to JK Tyre's viewpoint that figures, as
stated in the one's annual report, could actually be misleading and could include revenues
from non-tyre-related businesses also.
JK Tyre, pioneers of radial technology in India, is today India's largest manufacturer of
tyres in the four-wheel segment, including tyres for trucks and buses, LCVs, passenger
cars, jeeps, tractors, ADVs and OTRs. After 25 years of pioneering world-class
technologies in India, JK Tyre has recently launched the country's first eco-friendly
coloured tyres as well as steel-belted tractor rear radials.

b. Mission & Vision

Vision:

To be amongst the most admire companies in India committed to be excellence.

Mission:

a. Be a customer obsessed company

b. No.1 Tyre brand in India
c. Deliver enhanced value at all stakeholders
d. Most profitable Tyre Company in India
e. Enhance global presence through acquisition
f. Motivated and committed team development for high performance
organization

c. Marketing Strategy

Strategic thinking is key to the evolution of successful marketing strategies of JK tyre.

This involves the following analyses:

i. Understanding markets: Strategic perspective of the market

requires skilful analysis of the trend and how they affect the market size and demand
for the firm’s product.
ii. Finding market niches: Price, service, convenience and
technology are some of the niches in Indian market.
iii. Product and service planning: Analysis of the customer’s
promotion of the brand, both of the firm and competitors, besides an analysis of the
situation in which the customer uses the product.
iv. 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.
v. Managing for result: With pressure on costs, prices, and margins,
marketers will have to make effective utilization of every rupee spent in marketing.

Market opportunity of JK:

 Identification of market opportunity is critical before the management of affirm takes a
decision to launch or diversify in any product area. This involves analysis of the
following:
 Size of the market
 Marketing strategies and the extent and quality of services rendered by other firm in
the industry.
 Market programmed required to satisfy market wants
 Identification of key success factors in an industry and linking them to a firm’s
strengths and weakness
Market opportunity
a. Size of the market
b. How well the market is served
c. Prospective inches
d. Marketing mix required to succeed
e. Core competencies required

Market Industry Competition

segment analysis analysis
analysis

Demand
Trade
Condition
analysis
s

Market opportunity
Size of the market
How well the market is served
Prospective inches
Marketing mix required to succeed
Core competencies required

Framework of market opportunity analysis

Size of the market:

 Sizes of the market are....
I. Demand analysis: is the core aspect of market opportunity.
II. Segmentation analysis: is the process of dividing the market into homogeneous sub
units.
III. Industry analysis:

Entry Barriers: High

The entry barriers are high for the tyre

industry. It is a highly capital intensive
industry. A plant with an annual capacity of
1.5 million cross-ply tyres costs between Rs.
4,000 and Rs. 5,000 million. A similiar plant
producing radial tyres costs Rs. 8,000
million.

Bargaining Power of the Bargaining Power of the

Buyers: High Suppliers: High

The OEMs have total control Inter Firm Rivalry: Low The tyre industry consumes
The tyre industry in India is fairly nearly 50% of the natural
over prices. In fact, the
concentrated, with the top eight rubber produced in the
OEMs faced with declining
companies accounting for more than country. The price of natural
profitability have also
80% of the total production of tyres rubber is controlled by Rubber
reduced the number of
component suppliers to make Control Board and the
the supply chain more domestic prices of natural
efficient. rubber have registered a
significant increase in recent
times.

Threat of Substitutes: Low but Increasing

During the FY2002, over 1,10,000 passenger
car tyres were imported. This constitutes over
2% of total radial passenger car tyre
production in the country. However, with the
reduction of peak custom duty, the import of
tyres is likely to increase.

Industry Analysis - Porter's Model

Competitor analysis: analysis of competition how well the market is served.

Marketing mix:
A Marketing mix is the division of groups to make a particular product, by pricing, product,
branding, place, and quality. Although some marketers[who?] have added other P's, such as
personnel and packaging, the fundamentals of marketing typically identifies the four P's of
the marketing mix as referring to:

1. Product
2. Price
3. Promotion
4. Place

Product
A tangible object or an intangible service that is mass produced or manufactured on a
large scale with a specific volume of units. Intangible products are often service based
like the tourism industry & the hotel industry. Typical examples of a mass produced
tangible object are the tyre. A less obvious but ubiquitous mass produced service is a
computer operating system.

Product range:

BIAS

SIZE TYPE

RIB 9.00-2014PR
JET RIB
9.00-2016PR
JET RIB
10.00-2016PR JET RIB
JET MILES
9.00-2014PR
TRACK TUF
SEMI 9.00-2016PR
LUG TRACK TUF
10.00-2016PR
TRACK TUF
NORMAL LOAD
8.25-2014PR JET TRACK
 9.00-2014PR JET TRACK

9.00-2016PR JET TRACK

10.00-2016PR JET KING

11.00-2016PR JET KING

12.00-2016PR JET KING

MODERATE
8.25-2014PR JET TRACK
LUG
9.00-2014PR JET TRACK
9.00-2016PR JET TRACK

10.00-2016PR JET CLASSIC

HEAVY
10.00-2016PR TRACK 39 & DX
SUPER HEAVY
10.00-2016PR TRACK 39 DX
RADIAL

SIZE TYPE

9.00-2016PR JET STEEL-JDH

LUG 10.00-2016PR JET STEEL-JDC

11.00-2016PR JET STEEL-JDC

09.00-2016PR JET WAY JUC

SEMI 10.00R2016PR JET WAY JUC

LUG
11.00R2016PR JET WAY JUC

9.00R2014/16PR JET WAY JUC

RIB 10.00R2016PR JET WAY JBR

11.00R2016PR JET WAY JUH

12.00R2018PR JET WAY JUH

Price
The price is the amount a customer pays for the product. It is determined by a number of
factors including market share, competition, material costs, product identity and the
customer's perceived value of the product. The business may increase or decrease the
price of product if other stores have the same product.

Place

Place represents the location where a product can be purchased. It is often referred to as
the distribution channel. It can include any physical store as well as virtual stores on the
Internet.

Promotion

Promotion represents all of the communications that a marketer may use in the
marketplace. Promotion has four distinct elements - advertising, public relations, word of
mouth and point of sale. A certain amount of crossover occurs when promotion uses the
four principal elements together, which is common in film promotion. Advertising covers
any communication that is paid for, from television and cinema commercials, radio and
Internet adverts through print media and billboards. One of the most notable means of
promotion today is the Promotional Product, as in useful items distributed to targeted
audiences with no obligation attached. Saes staff, word of mouth, Public relations etc are
other such means of promotion.

d. SWOT Analysis
STRENGTH
• Heavy range of products
• Brand awareness
• Best promotion by display.
• Advertisement.
• Effective margin for delaers.
• Brand image of radial tyres
OPPORTUNITIES
• Lot of scope for grabbing
chunk of the market share in
radial tyres in most of the towns
coming under the depo..
• With adequate and prompt
advertisement and lucrative
offers sale of farm tyres can be
enhanced or doubled.
e. Organizational structure of JK Tyre
WEAKNESS
• Lack of co-ordination of the
demand put forth by dealers and the
supply of appropriate tyres from the
plant.
• The offerings given by the company
are not enough for the business
partners to make the market
operating rates competitive
• The supply of truck radial tyres is
not in proportion to the demand
THREATS
• Entry of chinese tyres in the
region has resulted in
awareness for the truck radial
tyres and calls for immediate
improvement in supply chain.
• Inadequacy of supply may
result into brand changes by
the consumers as the
competitors are very aggressive
  Objectives of the
study
 Need for the
study
 Limitation of the
study
 Research
Methodology of
the study

Objectives of the study

 To find out market share of JK Tyres.

 To understand the marketing strategy of JK Tyres.

 To focus on the Marketing mix of JK tyre

 To evaluate the limitations of JK tyre.

  To analyze the customer’s needs regarding the product and policies formulated by
the company.
 To find out the brand image of JK tyre

Need for the study

Management is like a coin having two sides. One is the theoretical part and second is the
practical part. In the theoretical part of management we learn in our classroom from the
lectures, seminars, group discussions that are arranged from time to time.

To know the practical aspect of management a practical training is provided to the

students. The main idea behind practical training is to bring the management students
face to face with the actual environment of practical management so that he/ she will be
able to apply theory to practical situation before finally moving into the professional
world to show the efficiency and capability.

The project study focused on “JK tyre” as a product and the subject is to understand the
mind set of different customers about the product. Being a student of marketing
management, the inquisitiveness to peep on practical side of consumer perception
promoted in study.

In this study efforts have been made to prepare the report as realistic as possible.

Limitation of the study

The project surfers from the following limitations due to the inherent and restrictive
nature of the study undertaken:

• Due to constraints of time, money and other resources applicable to this

study.
 • This study is confined to only a few specified areas of and is not
comprehensive study of the customers of JK tyre all over GWALIOR
• This study is restricted only to sample space chosen for the study.
• The areas covered under the surveys are: Transport Nagar, Purani
Chhavni, Hanuman Parking, Kansana’s Premises.

Research Methodology of the study

SAMPLE SIZE: 262 trucks(146, 10 WHEELERS & 116, 6 WHEELERS)

METHOD OF COLLECTION: MARKET SURVEY

DATA TYPE:

For the above study both type of data were used such as primary data and secondary data.
For primary data different areas of GWALIOR were being visited and for the secondary
data internet & reference books have been used.
• Collecting data from market through Fitment survey of Trucks on road.
• Working on the data.
• Graphical representation of results.
• Analyzing the graph and driving further enquiries.
 Data analysis & Interpretation

Exhibit-3.1
6 wheelers
Table showing market share in RIB tyres

NAME OF COMPANY NO. OF TYRES PERCENTAGE SHARE

APOLLO 40 17%
BIRLA 15 7%
BRIDGESTONE 1 0%
CEAT 57 25%
 CHINA 5 2%
JK 100 43%
MRF 14 6%
OTHERS 0 0%

Fig-3.1(a)

Interpretation: From the above table it is shown that in Rib tyre segment JK is the
market leader with 43%, followed by CEAT with 25% market share, APOLLO with 17%,
BIRLA with 7%, MRF with 6%, CHINESE with 2% and BRIDGESTONE & others with
0% of market share.

Exhibit-3.2
Table showing Market share in LUG tyre

NAME OF COMPANY NO. OF TYRES PERCENTAGE SHARE

APOLLO 73 16%
BIRLA 57 12%
BRIDGESTONE 0 0%
CEAT 157 34%
CHINA 25 5%
 JK 111 24%
MRF 43 9%
OTHERS 2 0%

Interpretation: From the above table it is shown that in lug tyre segment CEAT is the
market leader with 34% followed by JK with 24%, APOLLO with 16%, BIRLA with
12%,MRF with 9%, CHINESE with 5%,and others with 0%

Exhibit-3.3
Table showing Total market share(6 WHEELERS)

Table-3.3

NAME OF COMPANY NO. OF TYRES PERCENTAGE SHARE

APOLLO 109 16%
BIRLA 72 11%
BRIDGESTONE 1 0%
CEAT 214 31%
 CHINA 30 4%
JK 211 30%
MRF 57 8%
OTHERS 2 0%

From the above table it is shown that in tyre segment(6 wheelers) CEAT is the market
leader with 31% followed by JK 30% ,APOLLO with 16% BIRLA with 11%, MRF with
8%, CHINA with 4% and others are 0%.

Exhibit-3.4
Table showing Total market share(10 WHEELERS)

Table-3.4

NAME OF COMPANY NO. OF TYRES PERCENTAGE SHARE

APOLLO 151 10%
BIRLA 134 9%
BRIDGESTONE 6 0%
CEAT 186 13%
 CHINA 375 26%
JK 473 32%
MRF 124 9%
OTHERS 11 1%
From the above table it is shown that in tyre segment(10 wheelers) JK is the market
leader with 32% followed by CHINA 26% ,Ceat with 13% APOLLO with 10%, Birla with
9%, MRF with 9% and others are 1%.

From the above table it is shown that in tyre segment(10 wheelers) JK is the market
leader with 32% followed by CHINA 26% ,Ceat with 13% APOLLO with 10%, Birla with
9%, MRF with 9% and others are 1%.

Exhibit-3.5
Table showing market share in RIB tyre(10 WHEELERS)

Table-3.5

NAME OF COMPANY NO. OF TYRES PERCENTAGE SHARE

APOLLO 52 18%
BIRLA 36 12%
BRIDGESTONE 0 0%
CEAT 42 14%
 CHINA 13 5%
JK 111 38%
MRF 31 11%
OTHERS 7 2%

From the above table it is shown that in RIB tyre segment(10 wheelers) JK is the market
leader with 32% followed by APOLLO 18% ,Ceat with 14% APOLLO with 18%, MRF
with 11%, CHINA with 5% and others are 2%.

Exhibit-3.6
Table showing market share in LUG tyre(10 WHEELERS)

Table-3.5

NAME OF COMPANY NO. OF TYRES PERCENTAGE SHARE

APOLLO 99 9%
BIRLA 98 8%
BRIDGESTONE 6 1%
CEAT 144 12%
 CHINA 362 31%
JK 362 31%
MRF 93 8%
OTHERS 4 0%

From the above table it is shown that in LUG tyre segment(10 wheelers) JK & CHINESE
ARE the market leaders with 31% each followed by CEAT 12% ,APOLLO with 9%
BIRLA & MRF with 8% each, and others are 0%.
  Findings

 Suggestions

Findings
After taking the feedback of more than 100 customers & analyzing 2156 tyres the study
reveals that customers are fond of different brands in different areas. Like, in Purani
chhavni area almost 60% of customers prefer BIRLA tyres (especially BT339), in
hanuman areas customers prefer JK tyres, where in Transport Nagar people prefer JK &
APOLLO. Not only different choices but also having different experience on different
brands. It is found that many customers prefer JK’s guaranteed tyres such as “JET TRAK
39” and economy class rib tyre “VIKRANT TRACK KING” for its milage & reliability
but it is also true that many other brands such as “JET MILES”, “JET ACE”, “JET
SUPER LUG” do not have a strong place in customers mind. The study shows that JK’s
strong contender is CEAT who’s quality was appreciated by many. CEAT’s “FM 78” &
“HCL SUPER” are very much preferred. In guaranteed tyres APOLLO’s “FM78” is the
main contender of JK. Incase of normal loaded trucks customers mostly rely on CEAT
but in over load APOLLO & JK are reliable. Certainly MRF has not a good reputation at
all. Also for LUG & Semi Lug segment Chinese tyres such as YELLO SEA & CROSS
are also grabbing a strong foothold in the market.

1. JK is the market leader followed by APOLLO.

2. VIKRANT TRACK KING of JK is most used/preferred tyre overall.
3. In economy segment JK has Strong hold but premium segment is dominated by
CEAT.
4. JK Tyre is having edge breaking problem

Suggestion

1. JK Tyre is doing well in rib segment but they are based in only on one
brand “Vikrant”. So JK should try to aware to increase the awareness of other
brands.
2. “Price-Quality relationship” needs to improve in premium rib and lug tyre
segment.
3. Keep eye to reduce the cost of manufacturing. So price will further
reduced and competition will increased.
4. The company should look after its tread erosion/breaking problem.
Unit-2: CUSTOMER’S PREFERENCE ON DIFFERENT BRANDS AND
TYRE COMPANIES IN TRUCK SEGMENT.

Consumer Buying behaviour

Indian consumer profile
Objective of the study
Limitation Of the study
Methodology

Consumer Buying Behaviour

Consumer buying behavior is influenced by the culture and subculture. Habits, likes and
dislikes of the people belonging to a particular culture or subculture can affect the
marketing efforts of a firm to a great extent. The social class to which the individual
belongs tells about the type of products the individual prefers. Other factors that influence
the buying behavior are social factors like reference group and family, personal factors
like the age, life cycle and occupation, and psychological factors like motivation,
perception and attitudes of the customers.

Buying roles and buying decision constitute consumer’s decision-making behavior. A

customer can adapt various buying roles like initiator, influencer, decider, buyer,
preparer, maintainer and disposer in purchasing and using the products. Buying behavior
helps marketers learn the intensity and degree of involvement of customers in purchasing
the products. Customer buying behavior is broadly classified into three types. Extensive
problem solving buying behavior is exhibited when a customer buys high involvement,
expensive and less frequently purchased products. Consumers are involved in routine
problem solving decision-making process, when they purchase routinely purchased, low
cost products. Variety seeking behavior is seen when customers purchase low-
involvement products.

Customers usually go through five stages in arriving at a purchase decision, though it

might not be so in all the cases. In the first stage, the customer identifies an unsatisfied
need in him. In the second stage, customers collect the information about the product and
available brands through personal sources, commercial sources, public sources or
experiential sources. In the third stage, the customers evaluate all the alternatives with the
help of available information. In the fourth stage, the customer makes a purchase
decision. And finally in the fifth stage, he experiences post purchase satisfaction or
dissatisfaction.

Post purchase usage and disposal of the product is also of equal importance to the
marketer, as it can save cost and time of producing as well as help in protecting the
environmental equilibrium.

Factors influencing the behaviour of buyers.

Consumer behaviour is affected by many uncontrollable factors. Just think, what

influences you before you buy a product or service? Your friends, your upbringing, your
culture, the media, a role model or influences from certain groups?
Culture is one factor that influences behaviour. Simply culture is defined as our attitudes
and beliefs. But how are these attitudes and beliefs developed? As an individual growing
up, a child is influenced by their parents, brothers, sister and other family member who
may teach them what is wrong or right. They learn about their religion and culture, which
helps them develop these opinions, attitudes and beliefs (AIO). These factors will
influence their purchase behaviour however other factors like groups of friends, or people
they look up to may influence their choices of purchasing a particular product or service.
Reference groups are particular groups of people some people may look up towards to
that have an impact on consumer behaviour. So they can be simply a band like the Spice
Girls or your immediate family members. Opinion leaders are those people that you look
up to because your respect their views and judgments and these views may influence
consumer decisions. So it maybe a friend who works with the IT trade who may influence
your decision on what computer to buy. The economical environment also has an impact
on consumer behaviour; do consumers have a secure job and a regular income to spend
on goods? Marketing and advertising obviously influence consumers in trying to evoke
them to purchase a particular product or service.

People’s social status will also impact their behaviour. What is their role within society?
Are they Actors? Doctors? Office worker? And mothers and fathers also? Clearly being
parents affects your buying habits depending on the age of the children, the type of job
may mean you need to purchase formal clothes; the income which is earned has an
impact. The lifestyle of someone who earns £250000 would clearly be different from
someone who earns £25000. Also characters have an influence on buying decision.
Whether the person is extrovert (out going and spends on entertainment) or introvert
(keeps to themselves and purchases via online or mail order) again has an impact on the
types of purchases made.

Types of buying behaviour.

There are four typical types of buying behaviour based on the type of products that
intends to be purchased. Complex buying behaviour is where the individual purchases a
high value brand and seeks a lot of information before the purchase is made. Habitual
buying behaviour is where the individual buys a product out of habit e.g. a daily
newspaper, sugar or salt. Variety seeking buying behaviour is where the individual likes
to shop around and experiment with different products. So an individual may shop around
for different breakfast cereals because he/she wants variety in the mornings! Dissonance
reducing buying behaviour is when buyer are highly involved with the purchase of the
product, because the purchase is expensive or infrequent. There is little difference
between existing brands an example would be buying a diamond ring, there is perceived
little difference between existing diamond brand manufacturers.

How do customers buy?

Research suggests that customers go through a five-stage decision-making process in any

purchase. This is summarized in the diagram below:
This model is important for anyone making marketing decisions. It forces the marketer to
consider the whole buying process rather than just the purchase decision (when it may be
too late for a business to influence the choice!)

The model implies that customers pass through all stages in every purchase. However, in
more routine purchases, customers often skip or reverse some of the stages.

The buying process starts with need recognition. At this stage, the buyer recognizes a
problem or need (e.g. I am hungry, we need a new sofa, I have a headache) or responds to
a marketing stimulus (e.g. you pass Starbucks and are attracted by the aroma of coffee
and chocolate muffins).

An “aroused” customer then needs to decide how much information (if any) is required.
If the need is strong and there is a product or service that meets the need close to hand,
then a purchase decision is likely to be made there and then. If not, then the process of
information search begins.

A customer can obtain information from several sources:

• Personal sources: family, friends, neighbors etc

• Commercial sources: advertising; salespeople; retailers; dealers; packaging; point-
of-sale displays
• Public sources: newspapers, radio, television, consumer organizations; specialist
magazines
• Experiential sources: handling, examining, using the product

The usefulness and influence of these sources of information will vary by product and by
customer. Research suggests that customer’s value and respect personal sources more
than commercial sources (the influence of “word of mouth”). The challenge for the
marketing team is to identify which information sources are most influential in their
target markets. In the evaluation stage, the customer must choose between the alternative
brands, products
Post-purchase evaluation - Cognitive Dissonance

The final stage is the post-purchase evaluation of the decision. It is common for
customers to experience concerns after making a purchase decision. This arises from a
concept that is known as “cognitive dissonance”. The customer, having bought a product,
may feel that an alternative would have been preferable. In these circumstances that
customer will not repurchase immediately, but is likely to switch brands next time.

To manage the post-purchase stage, it is the job of the marketing team to persuade the
potential customer that the product will satisfy his or her needs. Then after having made a
purchase, the customer should be encouraged that he or she has made the right decision.

Indian consumer profile

 Indian consumers are knowledgeable.

 They are tech savvy.
 Indian consumers are literate.
 Most of the Indian are middle class.
 Standard of living improved.
 Rational and think in a linear manner.
 They can explain their thought and behaviour.
 Think in words.

OBJECTIVE

• The objective of the project was solely to evaluate preference level of JK tyre
among the minds of customers in respect of certain important factors like
goodwill, acceptance, satisfaction etc.
• To assess the consumer perception
• To understand the factors this motivates the customers for buying.
• To understand the satisfaction level of the customers.
Limitation of the study
 The sample size of 100 respondents was too small for generalization.
 The survey was restricted only to GWALIOR.
 The duration of the study is only 45 days, due to the reason the study may not
give full fledged information to the Media Planning Group.
 Some of the respondents were reluctant to give the right information.

Methodology of the study

TYPE OF STUDY:
Study is partly descriptive and partly exploratory. It is deceptive as it is concerned with
the descriptions of the variables in the problem model, i.e. what variables or factors
constitute customer satisfaction, and what additional variables or factors could be
included, to constitute an acceptable the present customer satisfaction package or to
increase the degree of satisfaction of the customers from delight to “ecstasy”. It is
exploratory as it is concerned with exploring and discovering the satisfaction levels and
the reasons for dissatisfaction, if any in general.

DATA COLLECTION METHOD:

PRIMARY DATA:
The primary data is collected through survey research by conducting personal interviews
with the customers.
RESEARCH TOOLS:
The customers are administered a carefully prepared, well thought out and structured
questionnaire, which consists of open- ended but mostly be close questions, which
includes multiple choice questions, Dichotomous questions.
SAMPLING DESIGN:
The sample size is 100.
Sampling areas: GWALIOR
SECONDARY DATA:
The data has been collected from various Magazines, Books and company Websites.
 Data analysis &

interpretation
EXHIBIT-2.1(a)
Table showing Brand preference for front wheel as per
respondents

Table-2.1(a)
Brand No. Of Respondents Per Cent

JK 31 31%

APPOLO 28 28%

MRF 8 8%

BIRLA 23 23%

OTHERS 10 10%

TOTAL 100 100%

Source- Primary data

Fig-2.1(a)
Brand preference for front wheel

10%

31%
JK
23% APPOLO
MRF
BIRLA
OTHERS

8%
28%

Interpretation: From the above table it is shown that majority of the respondents [31]
prefer JK tyer for front wheel because of smooth driving. 28% of respondents prefer
Appolo tyre for better mileage. 8% of respondents prefer MRF tyre for quick service.
23% of the respondents prefer Birla tyre for better claim policy. 10% of the respondents
prefer other brands.

EXHIBIT-2.1(b)
Table showing Brand preference for rear wheel as per
respondents

Table-2.1(b)
Brand No. Of Respondents Per Cent

JK 28 28%

APPOLO 18 18%

MRF 10 10%

BIRLA 27 27%

OTHERS 17 17%

TOTAL 100 100%

Source- Primary data

Fig-2.1(b)
Brand preference for rear w heel

17%
28% JK
APPOLO
MRF
BIRLA
27%
18% OTHERS
10%

Interpretation: From the above table it is shown that majority of the respondents [28%]
prefer JK tyer for rear wheel because of smooth driving. 18% of respondents prefer
Appolo tyre for better mileage.10% of respondents prefer MRF tyre for quick service.
27% of the respondents prefer Birla tyre for better claim policy. 17% of the respondents
prefer other brands.

EXHIBIT-2.2
Table showing Best brand as per respondents

Table-2.2
Brand No. Of Respondents Per Cent

JK 29 29%

APPOLO 27 27%

MRF 5 5%

BIRLA 27 27%

OTHERS 12 12%

TOTAL 100 100%

Source- Primary data

Fig-2.2
Best brand as per respondents

12%
29%
JK
APPOLO
MRF
27% BIRLA
OTHERS
5% 27%

Interpretation: From the above table it is shown that majority of the respondents [29%]
prefer JK tyer because of smooth driving, better quality and reasonable price, etc. 27%
of respondents prefer Appolo tyre for better mileage, good appearance.5% of
respondents prefer MRF tyre for quick service, flexibility. 27% of the respondents prefer
Birla tyre for better claim policy, load capacity. 12% of the respondents prefer other
brands.

EXHIBIT-2.3
Table showing Reason behind the selected brand as per
respondents

Table-2.3
Particular No. Of Respondents Per Cent

QUALITY 29 29%

PRICE 23 23%

CARRYING 27 27%
CAPACITY

DURABLITY 21 21%

TOTAL 100 100%

Source- Primary data

Fig-2.3
Reason behind selected brand as per respondents

21% 29% QUALITY

PRICE
CARRING CAPICITY
27% DURABLITY
23%

Interpretation: From the above table it is shown that 29% of the respondents prefer the
brand for better quality, 27% of the respondents prefer the brands for better carrying
capacity, 23% of the respondents prefer the brand for price and 21% of the respondents
prefer for durability.

EXHIBIT-2.4
Table showing Qualities of selected brand as per respondents

Table-2.4
Particular No. Of Respondents Per Cent

SERVICE 24 24%

LESS EROSION 16 16%

CLAIM 31 31%

MILEAGE 19 19%

OTHERS 10 10%

TOTAL 100 100%

Source- Primary data

Fig-2.4

Quality of selected brand as per respondents

10%
24%

SERVICE
19%
LESSEROSION
CLIAM
MILLAGE
16% OTHERS

31%

Interpretation: 31% of the respondents prefer the brand for better claim, 24% of the
respondents prefer the brand for better service, 19% of the respondents prefer the brand
for better mileage, 16% of the respondents prefer the brand for less erosion and 10%
of the respondents prefer the brand for other reason.

EXHIBIT-2.5
Table showing Best claim policy of selected brand as per
respondents

Table-2.5
Brand No. Of Respondents Per Cent

JK 19 19%

APPOLO 30 30%

MRF 17 17%

BIRLA 23 23%

OTHERS 11 11%

TOTAL 100 100%

Source- Primary data

Fig-2.5

Best claim policy of selected brand as per respondents

11% 19%
JK
23% APPOLO
MRF
BIRLA
30% OTHERS
17%

Interpretation: From the above table it is shown that 30% of the respondents prefer
Appolo for better claim policy, 23% of the respondents prefer Birla, 19% of the
respondents prefer JK tyre, 17% of the respondents prefer MRF and 11% of the
respondents prefer other brands for better claim policy.

EXHIBIT-2.6
Table showing Best claim policies of JK as per respondents

Table-2.6
Particular No. Of Respondents Per Cent

QUICK 19 19%

MORE FACILITY 20 20%

RELIABLE 17 17%

NO PENDING 21 21%

GURANTEE 23 23%

TOTAL 100 100%

Source- Primary data

Fig-2.6

Best claim policy as per respondents

23% 19%
QUICK
MORE FACILITY
RELIABLE
20% NO PENDING
21%
GURANTEE
17%

Interpretation: From the above table it is shown that 23% of the respondents prefer
JK’s guarantee policy, 21% of the respondents prefer no pending policy, 20% of the
respondents prefer more facility, 19% of the respondents prefer quick policy, 17% of the
respondents prefer more reliable policy.
EXHIBIT-2.7(a)
Table showing Brand preferred for heavy load capacity

Table-2.7(a)
Brand No. Of Respondents Per Cent

JK 26 26%

APPOLO 18 18%

MRF 7 7%

BIRLA 29 29%

OTHERS 20 20%

TOTAL 100 100%

Source- Primary data

Fig-2.7(a)
Brand prefered for heavy load capacity

20% 26% JK
APPOLO
MRF
BIRLA
29% 18% OTHERS
7%

Interpretation: From the above table it is shown that 29% of the respondents prefer
Birla for heavy load capacity, 26%of the respondents prefer JK, 20% of the respondents
prefer other brand, 18% of the respondents prefer Appolo tyre and 7% of the
respondents prefer MRF tyre for heavy load capacity.
EXHIBIT-2.7(b)
Table showing Brand preference for medium load capacity

Table-2.7(b)
Brand No. Of Respondents Per Cent

JK 27 27%

APPOLO 26 26%

MRF 8 8%

BIRLA 14 14%

OTHERS 25 25%

TOTAL 100 100%

Source- Primary data

Fig-2.7(b)
Brand prefered for medium load capacity

25% 27%
JK
APPOLO
MRF
BIRLA
14% OTHERS
8% 26%

Interpretation: From the above table it is shown that 27% of the respondents prefer JK
tyre for medium load capacity, 26% of the respondents prefer Appolo tyre, 25% of the
respondents prefer other brand, 14% of the respondents prefer Birla and 8% of the
respondents prefer MRF for medium load capacity.
EXHIBIT-2.7(c)
Table showing Brand preference for normal load capacity

Table-2.7(c)
Brand No. Of Respondents Per Cent

JK 24 24%

APPOLO 23 23%

MRF 10 10%

BIRLA 23 23%

OTHERS 20 20%

TOTAL 100 100%

Source- Primary data

Fig-2.7(c)

Brand prefered for normal load capacity

20% 24%
JK
APPOLO
MRF
BIRLA
23%
23% OTHERS
10%

Interpretation: From the above table it is shown that 24% of the respondents prefer JK
tyre for normal load capacity, both 23% of the respondents prefer Appolo and Birla, 20%
of the respondents prefer other brand and 10% of the respondents prefer MRF for normal
load capacity.
EXHIBIT-2.8
Table showing Motivating factors behind the level of
satisfaction

Table-2.8
Particular No. Of Respondents Per Cent

HANDLING 13 13%

APPEARANCE 28 28%

TRACTION 16 16%

RIDE 16 16%

DURABILITY 27 27%

TOTAL 100 100%

Source- Primary data

Fig-2.8

Factors affecting behind the level of satisfaction as per

respondents

13%
27% HANDLING
APPEARANCE
TRACTION
28% RIDE
16% DURABILITY
16%

Interpretation: From the above table it is shown that 28% of the respondents are
satisfied with the appearance of the tyre, 27% of the respondents are satisfied with the
durability of the tyre, both 16% of the respondents are satisfied with the traction and ride
of the tyre and 13% of the respondents are satisfied with the handling capacity of the
tyre.

 Findings
 Suggestions
 Conclusion
Findings

1. Customers are loyal to different brands in different areas.

2. In claim policy JK Tyre beat others by mile.
3. Durability of JK Tyre is satisfactory

Suggestions

1. Some customers are not satisfied with the claim policies as it is not properly clear to
the customers why the claim has been rejected.
2. Today more people prefer guaranteed tyres like “BT 339”, “APOLLO XT 7” so JK
can modify its guaranty policy to attract more customers.
3. Need to increase relationship with customers

Conclusion

JK is one of the best Tyre manufacturing companies in India. Where the

improvement is required is the relationship with its potential customer. Also
in some segment JK has not any strong hold compare to APOLLO, CEAT,
BIRLA and others. So it can further increase its market share through
customer relationship program and brand awareness strategy.
 BIBLIOGRAPHY
Marketing management, Rajan Saxsena
Marketing management, Philip Kittler
www.indiacar.net
www.jktyre.com
www.businessstandard.com