chapter
TRANSCRIPT
Chapter – 1
Rationale And Scope of the
Study
1.1 INTRODUCTION
Today’s market is changing at an incredible pace. Companies
operate in a Darwinian market place where the principle of natural
selection leads to “The Survival of The Fittest”. In addition to the
globalization and technological changes we are also witnessing a power
shift from manufacturers to giant retailers, a rapid growth and acceptance
of store brands, new retail firms, growing price and – value sensitivity of
consumers, a seemingly diminishing role for mass – marketing and
advertising and a disconcerting erosion of brand loyalty. The changes are
dragging the companies– instead of operating in a defined market with a
fixed number of competitors and with a set of stable customer preference
to a more volatile marketing atmosphere – almost a war zone like
situation, with rapidly changing variables ... like competitors, technology,
business laws, trade policies, customers, brand loyalty etc. Companies
very often find themselves unprepared and ill-equipped to have a
competitive edge over its competitors especially then, when changes are
even difficult to be predicted precisely or accurately.
This makes the situation more difficult for the companies &
organisations as they are not always in a position to adapt themselves and
their activities to suit to the demands of the changed scenarios. Thus
companies find themselves running in a race where the road signs and
rules keep changing too frequently and there is no visible finish line, no
concept of “permanent win”. They simply have to keep racing in a
direction to be the one, which the customer, public and society want them
to go into.
Today the customer is donning the kings gown, He is more evolved
than his predecessors and has grown to enjoy the limelight. All
companies, who wish to survive and grow in the market, needs to focus
their attention and resources to woo and please the “customer – the king”.
That is why the customer finds and unprecented glare at himself. The
companies all queuing up and bowing respectfully before him and
presenting him with their offerings.
So, consumers today has the advantage of plenty of products in
every category. They exhibit varying and diverse requirements for
products / services – combination of quality service. In the face of their
vast choices, customers are gravitated to the offerings that best meet their
individual needs & expectations. They will buy on the basis of their
perception of values.
Therefore, today’s winning companies are those who succeed in
satisfying, indeed delighting their target customers. These companies see
marketing as company– wide–philosophy – not a separate function. Their
marketing people define which customer group & needs the company can
profitably serve and how to serve them more efficiently than competitors.
These companies are market focused & customer driven rather than
solely product focused or cost driven. They pay extreme attention to
qualities & service to meeting and even exceeding customer’s
expectation. They compete vigorously, pursue efficiently and yet are
responsive & flexible.
Perhaps, the basic change in marketing thinking is the paradigm
shift from “pursuing a sale” to “creating a customer” Past marketing has
been largely transaction oriented. Today it is more relationship oriented.
In addition to designing the best marketing-mix “to make a sale”, there is
growing emphasis on designing the best relationship-mix for winning and
keeping customers. Good customers are always an asset which, when
well – managed & served, will return a handsome lifetime income stream
to the company, In the intensely competitive market place, the company’s
first order of business is to retain customer loyalty through continually
satisfying their needs in a superior way.
Nevertheless, marketers must study target consumers’ wants,
perception, preferences and shopping & buying behaviour. Such study
will provide clues for developing new products, product features, prices,
channels, messages & other marketing mix elements.
1.2 AIM OF THE STUDY
The ultimate aim of marketing is to meet and satisfy customer’s
needs, wants and desires. But “knowing customers” is never simply.
Customers may state their needs & wants but at otherwise. They may no
in touch with their deeper motivations they may respond to influences
that change their mind last minute.
Plainly speaking the term consumer behaviour refers to the
behaviour that consumers display in searching for purchasing, using,
evaluating and dispersing of products and services that they expect would
satisfy their needs. The study of consumer behaviour is the study of how
individuals make decisions to spend their available resources (Time,
Money, Efforts) on consumption related items.
As scholar of human behaviour, we are concerned with
understanding consumer behaviour, with gaining insights into why
individuals act in certain consumption related ways & learning what
internal & external influences compel them to act as they do.
Pertaining to these, other purposes of
our study includes :-
a) To get acquaintance with the marketing practices of an
organisation with special reference to APOLLO TYRES LTD.
(ATL), PATNA.
b) To analyse the consumers preferences & ultimately market share
of Apollo Tyres Ltd. in Jeep & Tractor tyres.
c) To provide relevant research date which enable Apollo Tyres Ltd.
management for their policy framing and strategy formulation.
d) To know the various factors which affect their buying decisions.
e) Raising awareness level of Apollo Tyres Ltd. in FARM tyres
segment through Road shows & personal selling.
f) To know the opinion of the respondents towards ATL.
g) Finally, to fulfill the regulatory norms of IMT, Ghaziabad for the
award of PGDBM degree.
1.3 SCOPE OF THE STUDY
The study of consumers behaviour under the Apollo Tyres Ltd.,
Patna is the study of how & in what manner individual make decisions to
spend their available resources (Time, Money & Efforts) on consumption
related items. It includes within its periphery, the study of -
a) What they buy.
b) Why they buy.
c) Whey they buy
d) Where they buy
e) How often they & use it & etc.
The answers to the above question will help us to understand the
diversifying buying behaviour of consumers, which ultimately help us to
frame rational and result oriented marketing principles and strategies for
making optimal sue of available resources. No doubt, such study of
consumer behaviour shall give us great competitive advantages in the
market place.
Our study was diversified to the Jeep & tractor Tyres. Since the
company has launched itself in Tractor tyres segment recently it needed
to know about the consumer behaviour about tractors tyres and thus
formulate its strategies. In the Jeep segment the company especially
emphasised on to create new customer base and thus the study was
focused towards that area.
Many of these applications of consumer research are managerial in
perspective they are designed to help a marketer make specific marketing
decisions concerning products, price, promotions & distribution.
Chapter – 2
Details of Research Plan
2.1 STUDY METHODOLOGY
The marketing concept is build on the premises that marketers first
identify customers needs-both felt needs as well as unfelt (latent) needs
and then develop products & services to satisfy those needs. Consumer
research offers a set of diverse methods to identify such needs and is also
used to better understand the consumer behaviour. Thus market research
is the most appropriate tool available with us to conduct market study.
In this particular research, the focus was on the Jeep Tyres and
Tractor Tyres in the Western Bihar Comprising districts & surrounding
villages of Danapur, Maner, Bihta, Ara, Piro, Jagdishpur, Buxar,
Bikramganj, Brahmapur, Bihiya, Sone Barsha, Kochas, Bikram, Pali,
Naubatpur, etc as Jeep Tractors are mostly found in the semi urban or
rural areas.
For Market study first of all a research design was formulated.
2.2 RESEARCH DESIGN
A research design is simply a framework of plan for a study that
guides the collection and analysis of data. Broadly there are tow typs of
research design:
(i) Exploratory Research Design &
(ii) Conclusive Research Design.
An exploratory research design is used to find out various possible
alternatives solutions to given problems.
While conclusive research design provides information that helps
in making a rational decisions from available alternatives.
For the study purpose a proper mix of these two research design
are used since it demands various informations.
2.3 SOURCES OF DATA
For the purpose of study both Primary as well as Secondary data
were used.
a) Primary data : With the help of structured formal set of
questionnaire, various customers/consumers were personally
interviewed regarding the various purchasing pattern and
parameters with the help of a number of questions – a mix of
closed/open & disguised/under disguised.
b) Secondary data : Relevant & related data were also collected
from the various secondary sources like company journals,
magazines, newspapers, company websites, etc. (Ref. Appendix)
2.4 SAMPLE
A sample of jeep owners/ drivers in various jeep stands of all
districts as well as sample of tractors owners / drivers in the city &
surrounding villages were randomly selected in all the important areas of
West Bihar. The sample size in jeep segment was 50 on an average in
each district while in tractor type segment it was on an average 40. The
selected sample were representatives of various types of owners – owing
single vehicle, multi-vehicle users of farm as well as hauling tractors, etc.
2.5 LIMITATIONS
Although the study has been done with proper care, certain
shortcomings could not be ruled out which are beyond the reach of
researcher’s control.
a) Limitation of Time: - In a short span of 6 weeks the whole
universe can’t be taken into consideration for the study which of
course would have given more accurate results.
b) Limitation of Sample Size: Since a limited number of customer /
respondents were selected from cities & villages but not the whole,
so the result is likely to be affected.
c) Biased information: In some cases Biased informations was
received from respondents. Also at times misleading responses
were given.
In any case market study is not an exact science. It relates to
responses given by the consumers / respondents as against the questions
pertaining to their behaviour & preferences Most of these responses are
subjective in nature. Mathematical deductions are possible but the
accuracy of data is bound to suffer from biases & prejudices of the
respondents, no matter what be the degree of sophistication. Hence, this
being the universal deficiency of market research, may have affected this
particular research as well.
Chapter – 3
The Tyre Industry & Apollo
Tyres Ltd.
AN OVERVIEW
Transportation forms an integral part of the infrastructure in any
economy. Adequate transport infrastructure spurs economic activities. In
the developing countries like India, transportation is the backbone of the
economic development and prosperity. Since the geographical coverage
in India is vast and versatile, road transport is a very important mode of
transportation, second only to railways. The latter of course joins major
cities & town across the country but road, transport is equally important
as it links up almost all the nooks & corner of the land. This also
connects major ports and city to remotest areas. The tyre industry fulfils
the needs of the road transport sector and plays a very important role in
the automobile industry.
3.1 INDUSTRY PROFILE
3.1 (a) HISTROY OF TYRES
The covering for the outer rim of a wheel constitutes a tyre Most
tyres are made of rubber reinforced with a kind of fabric and are
pneumatic. While we all are familiar with the invention of the wheel,
used in its earliest forms in Egypt & Mesopotamia, the pneumatic tyre
came much later.
3.1 (b) THE BEGINNING
While the invention of the wheel changed the way we traveled
early, Automobiles were not very comfortable to ride in. Hard seats &
rigid metals wheels made the journey extremely arduous and literally a
pain. Without the invention of the pneumatic rubber tyres, we would still
be rattling around on wooden or rigid steel wheels.
The invention of useful rubber is often attributed to Charles
Goodyear. Natural or India Rubber, as it was then known, had few uses.
In 1830, Goodyear began experimenting with raw rubber and brought a
truckload and attempted to turn it into solid. Later he obtained a product
with the consistency of gum. Goodyear invited some of his friends over
to show them the ball of gummy rubber that he had managed to harden
by mixing the rubber with sulphur and treating it with an acid gas. The
ball accidentally landed on a hot wood stove. As Goodyear attempted to
scrape the rubber off the stove, he discovered it has hardened to the
consistency he had been trying to achieve. The process of vulcanisation
has thus been born.
In the summers of 1887, that a physician by profession and a
veterinarian John Boyd Dunlop attempted to make air filled tyres for his
son’s bicycles to reduce the drag and improve the ride. He mounted a
rubberised fabric on a metal rim, holding it in position by means of
stitching and bolting it. The contraption was then inflated. Thus came
into existence the pneumatic tyres. He patented the pneumatic bicycle
tyre in 1889 to Harvey Du Cross, Jr. who started the Dunlop Tyre
Company. The tyre then consisted of a rubber tube covered with canvas
and attached to the rim of the wheel by a rubber solution.
3.1 (c) DEVELOPMENT
Had it not been persistent efforts of Goodyear, Dunlop, Michelin,
Ceat, Sieberling, Goodnih, Strauss and the Likes, we might still be ratting
around on rigid steel and wooden wheels. Their combined efforts have
now been grown in a $70 Bn global tyre industry. The industry has come
a long way – both globally as well as domestically. In India the tyre
industry was born in 1926 with the establishment of the first tyre
company – Dunlop rubber company. As the automobile sector began to
take roots in the country. The tyre industry saw the entry of many players
and concurrently grew until the late 70’s With waves of liberalisation
sweeping the land in 1992 the industry saw the entry of many global
players as a part of joint ventures.
Developments in the tyre industry have to be viewed from the
perspective of its strong linkages with performances of the agricultural
and industrial sectors, overall exports, transpiration and a multiplicity of
other factors, As a result, tyre industry operates in an environment, which
is dynamic and driven by the performance of other sectors. Performance
of the segment is linked to that of automobile and surface transport
sectors.
3.1 (d) PRESENT SCENARIO
The last decade saw an average annual growth rate of 9%.
However, in FY ’03 the growth was 5.5% collectively. It was an increase
by 2.9% over the FY ’02 when the industry growth rate was at mere
2.6%.
3.1 (e) THE INDIAN TYRE CO’S
A brier introduction of some important Indian tyre co’s is given to
get acquainted with them.
(i) Bombay Tyres International Ltd. : Set up in 1930 in Calcutta
had shifted to Bombay in 1939; started manufacturing in 1940; products
marketed under the brand name “MODISTONE”; technological
collaborations with continental Gummi Werke; Germany has been facing
a series of lockouts and strikes in the past decades.
(ii) Ceat Limited : Set up in 1958; management under Mr. R. P.
Goenka, has achieved 100% capacity utilization & claims a considerable
chunk of market share; technical collaboration with Okohama Rubber
Co. Japan, very strong in research & development and distribution;
significant presence in radial tyre segment.
(iii) Dunlop India Ltd. : Set up in 1936 manufactured a wide range of
tyres ranging from bullock carts to aeroplanes; had technical
collaboration with Sumitomo Rubber Co., Japan & Dunlop Ltd. UK, the
company has closed down its operations in India.
(iv) J.K. Industries : Set up in 1951; went public in 1974; under the
management of J.K. Group of Mr. H. K. Singhaniya, manufacturing tyres
since 1972; technical collaboration with General tyres Ltd. International
USA & Continental Gummi Werke, W. Germnay; Good market
performance despite break out of fire at Plant & Labour problems in the
continuing decade; has a very good reputation and consumer support is
also good; one of the first Indian Tyre Co’s. to be awarded ISO 9001.
(v) MRF Ltd. : Set up in 1960, Madras Rubber Factory Ltd. is one of
the key players of the market; Chairman Mr. K.M. Mannen, technical
collaboration with Mansfield Tyre & Rubber Company, USA, Good
performance despite closure of plant in Goa; pionner in Making tyres for
new model cars in technical collaborations with Uniroyal Goodrich
Tyres, USA & Pirelli,
(vi) Modi Tyres : Setup in 19710at Ghaziabad, Chairman K.N. Modi;
had technical collaborations with continental Gummi Werke, W.
Germany; had a very good presence in bus & truck tyres segment, had
good export figures too, was into making radial tyres for truck, cars &
LCVs. Unfortunately had to close down in very recent past due to
unavoidable circumstances.
(vii) Apollo Tyres : Set up in 1972 in Kerala by Industrialist Mr.
Raunaq Singh; technology from General Tyres International, USA was
earlier troubled by Industrial relations problems but has now come out of
it with flying colours; increased overall growth by 18% vis-a-vis the
entire category growth of a mere 2% in by 2001-02.
3.1 (f) INDIAN TYRE INDUSTRY :
Some facts & figures.
(1) Average annual compound growth rate in exports : 27%
(2) Industry turnover in India : Rs.98000 Mn
(3) Total taxes & duties paid : Rs.24250 Mn
(4) Average annual growth of production in last decade : 09%
3.1 (g) COLLABORATIONS OF SOME INDIAN TYRE
COMPANIES
Companies Collaborations
(1) Apollo Tyres Ltd. General Tyres Intl. Co. USA
Continental AG (Germany)
(2) MRF Ltd. Uniroyal Goodrich, USA (Part of
Michelin, Germany)
(3) Goodyear India Ltd. Goodyear Tyre & Rubber Co.,USA
(4) Ceat Ltd. Yokohama Rubber Co. Japan
Goodyear, USA
(5) J. K. Industries Ltd. General Tyres Intl. Co. USA
Continental A G (Germany)
(6) Vikrant Tyres Ltd. Avon Technical Services Ltd. UK
(7) Birla Tyres Society pneumatic Pirelli, SPA
Italy
(8) Modi Rubber Ltd. Continental, Germany
(9) Dunlop India Ltd. Sumitomo Rubber Ind. Japan
Dunlop Ltd. UK Pirelli, Italy
(10) Bombay Tyres Continental, Germany
3.2 ORGANISATIONAL PROFILE
Named after Greek Sun GOD, Apollo was set up in 1972 in Kerala
by Legendary Industrialist Mr. Raunaq Singh. It was that era when hard
nosed MNC’s and Indian tyre majors dominated the industry. Despite
incurring heavy losses in the Initial years, mainly due to the fact that all
tyre major in those days had high production capacities as compared to
the market demand; Apollo come back as a strong player backed by
strong production & marketing strategies.
It was the combined effort of Goal Oriented people and clear,
adventurous vision of the top management and its state of the art
technology, APOLLO, is today. A name to reckon with, not just in nylon
but also in the radial tyre segment.
With a view to position itself in the premium tyre segment, Apollo
decided to price its brands reasonably higher than its competitors. The
rationale behind this was targeting a customer segment for whom price
was almost a none-issue. The key criterion was product benefit, Premium
branding led to the development of a niche that comprised of those who
looked for the best tyre and not necessarily the best bargain.
This not only made the company less vulnerable to recessionary
trends in the years to come but also in recent times. While the industry
has been crying wolf, Apollo has comfortably weathered the storm of
Recession. Little wonder then, that customers’ loyalty to Apollo brands
has become legendary.
Believing firmly in the philosophy of always looking for new
answers Apollo has all along envisioned Action that would challenge the
conventional wisdom of the Tyre Industry. Call it holistic thinking or
innovative marketing strategies. As a corporation, Apollo has always
thrived on huge challenges so as to turn them around to its advantage.
VISION
“A leader in the Indian Tyre Industry and a significant global
Player, Providing customer delight & enhancing share holder value.”
CORE VALUES :
C : Care for customers
R : Respect for associates
E : Excellence through teamwork
A : Always learning.
T : Trust mutually
E : Ethical practices
PRINCIPLE OF GROWTH
“It’s for the customer that we keep purchasing the bar of excellence,
Time & again. By being innovative, efficient and caring we respond to our
customer needs. What ever we do, we never fail to ask ourselves a simple
question. How will the customer benefit from this particular innovation:
technology or service? Will it bring about a substantial difference in their
lives? Can we, in our quest for excellence, go even further? In meeting
these challenges day in and day out, lies the secret of our success.”
3.2 (a) STRATEGIC GOALS
Apollo tyres aims to achieve a turnover of $1 billion by 2005-06.
The corporate objectives in support of this are
(1) EMPLOYEE SATISFACTION
(2) CUSOMER DELIGHT
(3) REVENUE GROWTH
(4) OPERATING MARGING IMPORVEMENTS
3.2 (b) OEM PARTNERS
Apollo had a long-standing relationship with various partners in the
Industry. In association with partners Apollo Tyres is in full gear to
become “The Tyre” company of the Next Generation. Following is the list
of particular companies: -
Type of Tyres/Vehicles Name of the Co’s
Trucks Telco, Ashok Leyland
Radials Maruti, Mahindra & Mahindra, Telco.
LCV Eicher, Swaraj, Mazda, Telco, Bajaj
Farm Mahindra & Mahindra, Punjab Tractors,
Tafe, ITC.
3.2 (c) ACHIEVEMENT IN THE FORM OF CERTIFICATIONS
& AWARDS
ACHIEVEMENTS
1. Fastest growing tyre co. in India, 7th in the world.
2. Eighteenth largest tyre co. in the world.
3. The first tyre co. in India to obtain ISO 9001. Certification for all
its operations.
4. The firs5t tyre co. to introduce packaging for tubes, two wheeler
tyres & car tyres.
5. The first tyre co. to have the concept of exclusive showrooms for
truck tyres called the APOLLO TYRE WORLD.
6. The only tyre company with more than 100 sales & service offices
in India.
CERTIFICATIONS DETAILS
1. First tyre company in the country to get ISO 9001 certification:
Oct. 1994.
2. One of the few tyre manufactures with QS-9000 certification –
Mar. ’01.
3. Consistently rated as excellent in quality audit by the collaborator
M/s Continental AG.
4. Manufacturing facility & Tyre Testing Lab certified by “In-Metro”
of Brazil.
5. Registered with CQAV (Defence) & DGS & D (Govt.)
6. Approved by Dept. of Transport of USA, ECE – European
Economic Comm. of Europe.
SASO-Saudi Arabian standards’ Org. of SA; Convening of Venezuela.
3.2 (d) DISTRIBUTION REACH
Apollo Tyres Ltd. has a dealer network of over 5,000 dealers
which is largest in the country. Out of these there are over 3000 exclusive
outlets under the brand name Apollo Tyres World and ARW. Their quick
response mechanism enables prompt product delivery and after sales
services to provide holistic solution to customers.
3.2 (e) MANUFACTUREING LOCATIONS
(1) Perambra – Cochin (2) Pune – Maharashtra,
(3) Limda – Gujarat (4) Kalamessary – Kochin.
3.2 (f) BUSINESS PROFILE
Apollo manufactures Truck & Bus, passenger car, jeep, LCV &
Farm tyres. It has an extensive distribution network of more than 3000
dealers known for its quality & successful brand such as Amazer XL,
XT-9, Loadstar Super, Milestar, Champion Amar, Amar DLX,
Mahatrooper, Tropper, Gripper, Duramile, Etc. It has a strong market
aggressiveness which is giving a tough competition to MRF & others.
Percentage rise in sales – 17.56%
Launched new farm tyres of Farmking, Krishak Super, Powerhaul,
Krishak Premium, etc. It has targeted the farm segment of customers. The
Farmaking is the first radial tractor tyre of India.
3.2 (g) PRODUCTION
Production of tyres & tubes during the year 2003-04 was higher at
2.03 lacs tons as against 1.74 lakh tons during the previous year
registering a growth of 16.66% in volume terms.
3.2 (h) DOMESTIC MARKETING
During the year, the company has made substantial gains in all
segments of business despite a less than bright domestic scenario. Rapid
gains are made in the truck & bust tyres segment with the company
emerging as the clear leader.
A segment where the company’s initiatives for customer delight
led to leadership was the rear tractor tyre segment in the replacement
market. This along with a significant original equipment (OE) presence
has made the company a force to reckon with in the Agricultural tyres
market. The company also assumed technological leadership by
becoming the first Indian tyre manufacturer to commercially launch farm
radials.
Sales volume in the LCV and passenger car tyre segment also
registered high double digit growth. During the year ended the company
launched tubeless passenger car radials in the market.
Maximising customers benefit the customers benefit the company
rolled out attractive consumer promotions during the year to WOO the
end customer. For instance for the launch of Farm radials “Farm King”
the company held mega events in the hinterland. These offered a suitable
platforms to present the distinctive feartures of tyres to the end
customers-farmers.
In the open market economy when established brands are viewed
as prime assets of a company fuelling future growth, the company takes
pride in establishing well acclaimed brands as loadstar Super, XT-7,
Amar, Milestar, Krishak Super in the commercial & farm segment &
Amar in the passenger vehicle segment as prime asset brand of the
company.
3.2 (i) EXPORTS
The export of the company’s product registered impressive growth
during the year under review. The growth has been achieved in an
industry that is facing fierce competition both from within the country as
well as form outside, particularly from Chinese manufacturer of tyres.
During the year, the exports of passenger radial tyres have been
successfully commenced and exports volumes to Middle East, Pakistan,
Africa & South East Asia were significantly increased.
3.2 (j) EXPANSION PROGRAMME/FUTURE OUTLOOK
The farm radial project was completed on time during the year
under review. The product lunched by the company has been well
achieved in the market and initial tests have reported that the mileasge of
these tyres are 60% more than that of the bias tyre.
During the year under review the capacity of perambra plant was
progressively increased from 132 MT to 147 MT per day. In order to fill
up the demand supply gap the company has embarked upon an expansion
plan.
The company is also setting up a pilot truck radial facility at
Baroda. In addition, the existing capacity of passenger & LCV radials is
also being increased.
3.2 (k) ORGANISATIONAL STRUCTURE PROFILE
ATL has a formal organisational structure. As far as decentralisation
is concerned the company has taken care to ensure that proper authority is
delegated to proper positions in the organisation.
The company is headed by a Board of Directors. This board had 14
members of which one is the chairman and another one is the Vice-
Chairman & managing director. Rest 12 members are the directors of the
company. Apart from them there is company Secretary, Auditors &
Bankers are also included.
The dignitaries of the board are the company and following:
BOARD OF DIRECTOR AS ON YEAR 2003-2004
Chairman-cum-MD : Onkar S. Kanwar
Chief Operating Officer
& Whole Time Director : Neeraj Kanwar
Chief (Proj. & Corp. Affairs
& Whole Time Director : U. S. Oberoi
Director Nominated :
UTI : Anil Khanna
K. Jacob Thomas
Kerala Govt. : L. Radhakrishnan
M. R. B. Punja
Vinod Roy.
SBI : M. Y. Ravade
Directors : Nimeseh N. KampaniO. P. GuptaRobert SteinetzShardul S. Stroff
Company Secretary : R. N. Wahat
Auditors : Fraser & Ross
Bankers :
SBI, BOI, BOB, PNJ, SB Mysore, SB Patiala, SB Travanacore,
ICICI Bank, UBI, Federal Bank Ltd.
Hierarchical structure of Marketing & Sales Department
Head Sales
Truck Penta WM
Z1 Z2 Z3 Z4 Z5
NE B WB A O
DM1 DM2 DM3 DM4 DM5 DM6 DM7
AM1 AM2
Note : WM- Works Manager; Z1 – Zone One; NE – North East; B– Bihar;
WB – West Bengal; A – Assam; O – Orissa; DM1 – Distric Manager – 1;
AM1 – Area Manager – 1
3.3 PRODUCT PROFILE
Tyre is a circular cushion of rubber that fits around the rim of a
wheel of a vehicle. It provides tractors and cushions the vehicle from
shocks caused by the movement over hard surfaces. The most common
tyre is pneumatic rubber tyre.
Tyre are basically of two types –
(a) Cross ply or Bias tyres.
(b) Radial tyres.
In cross ply or bias tyres, nylon or rayon tyre cords are arranged
diagonally across.
In radial tyre polyesters, nylon, fiberglass or steel cords are arranged
perpendicular to the circumference.
Radial technology is an improvement over cross ply and radially
tyres are priced at (of 25-30%) premium. They are long lasting & having
lower incidence of flats.
3.3 (a) COMPONENTS OF TYRE
a) BEAD: The part of tyre shaped to fit the rim and hold the tyre to
it.
b) TREAD : The part of the tyre which covers in contact with the
road and is made of special rubber compounds.
c) SIDE WALL : The part of the tyre between the tread and bead
d) SIDE WALL RUBBER : The rubber layer on the side wall of the
tyre and over the carcass.
e) CARCASS : The rubber bounded cord structure of a tyre integral
with the bead and containing the inflation pressure.
f) CORD : The textile & non-textile threads used in various tyres
carcass, plies & breaks, etc.
g) PLY : A layer of rubber coated fabric cords.
h) BREAKER : Intermediate rubberized fabric layers between the
carcass & the tread.
3.3 (b) TYRE PATTERNS
1. RIB Pattern : Used mainly on front driven axle because of
steering response
2. LUG Pattern : Used mostly on rear driven axle for heavy
haulage and long distance operations.
3. SEMI LUG Pattern : Can be used both on rear as well as
front axle.
4. M & S Pattern : Known as Mud Snow pattern and mostly
used on rough roads.
3.3 (c) ADDITIONAL INFORMATION
In the tyre industry Apollo can boast of having one of the widest
ranges of the product to be offered by any organisations in the Industry. It
has tyres for all types of Trucks/Bus/Jeep/LCV/Car/ Tractor which can be
observed from the list given below :
Tyres for Buses & Trucks
Sizes & Pattern Application
1. 10.00 – 20 18 PR for load LUG
Loadstar Super
2. 10.00 – 20 18 PR for load LUG
8.25 – 20 14 PR
3. 10.00 – 20 16 PR XT-7 Gold for load & Mileage
(Hi Med load)
10.00 – 20 16 PR XT-7 for load & mileage
9.00 – 20 16 PR XT-7
4. 10.00 – 20 16 PR Commando for load & mileage
(Lo-med load)
5. 12.00 – 20 18 PR Hauling for load & mileage
(Lo-med load)
11.00 – 20 16 PR Hauling for load & mileage
(Lo-med load)
10.00 – 20 16 PR Hauling for load & mileage
(Lo-med load)
6. 10.00 – 20 16 AT LUG for mileage
9.00 – 20 16 PR AT LUG for mileage
7. 10.00 – 20 16 PR Champion for mileage
8. 10.00 – 20 16 PR Amar dlx Hi mileage (Optimum refread bulb)
9.00 – 20 16 PR Amar dlx Hi mileage
(Optimum refread bulb)
9. 10.00 – 20 - 16 PR Amar Hi mileage
(Optimum refread bulb)
10. 9.00 – 20 16 PR 3R Optimum Mileage
(Hi– retreadibility) RIB
11. 9.00 - 20 16 per Super RIB Optimum Mileage
(Hi– retreadibility) RIB
12. 10.00 – 20 16 PR aT – Rib Optimum Mileage
(Hi– retreadibility) RIB
13. 12.00 – 20 18 PR Cargomiler Optimum Mileage
(Hi– retreadibility) RIB
11.00 – 20 16 Cargomiler Optimum Mileage
(Hi– retreadibility) RIB
8.25 – 20 14 PR Cargomiler Optimum Mileage
(Hi– retreadibility) RIB
14. 10.00 – 20 16 PR ST – 5 Semilug & Mining
9.00 – 20 16 PR ST – 5 Semilug & Mining
15. 9.00 – 20 16 PR Rockmaster Semilug & Mining
Light Commercial Vehicle
16. 7.50 – 16 16 PR Milestar LCV
8.25 - 16 14 PR Milestar LCV
17. 7.50 – 16 16 PR Loadstar Super LCV
18. 7.50 – 16 16 PR XT – 9 LCV
19. 7.50 – 16 16 PR Champion LCV
20. 7.50 – 16 16 PR Amar LCV
7.00 – 15 12 PR Amar LCV
21. 7.50 – 16 16 PR Amar Dlx LCV
8.25 – 16 16 PR Amar Dlx LCV
Jeep
22. 6.00 – 16 Mahatrooper Jeep
23. 6.00 - 16 Trooper Jeep
6.40 – 15 Trooper Jeep
24. 6.00 - 16 Gripper Jeep
Farm Tyres
25. 12.4 – 28 Farmking (Radial) Tractor rear
26. 9.5 - 24 Krishak Super – Rear Tractor Rear
12.4 – 28 Krishak Super – Rear Tractor Rear
13.6 – 28 Krishak Super – Rear Tractor Rear
16.9 – 28 Krishak Super – Rear Tractor Rear
18.4 – 30 Krishak Super – Rear Tractor Rear
27. 12.4 – 28 Power Haul Tractor Rear
13.6 – 28 Power Haul Tractor Rear
16.9 – 28 Power Haul Tractor Rear
28. 12.4 – 28 Krishak Premium Tractor Rear
29. 6.00 – 16 Krishak Super Front Tractor Front
6.50 – 20 Krishak Super Front Tractor Front
7.50 – 16 Krishak Super Front Tractor Front
30. 9.00 – 16 Dhruv Tractor Trailor
31. 6.00 – 19 Bhim Animal driven Vehicle
7.00 – 19 Bhim Animal driven Vehicle
8.00 – 19 Bhim Animal driven Vehicle
Cars
32. Amazer XL 4 rib Car Radial
33. Amazer XL 5 rib Car Radial
34. Storm Radial
35. 7.00 R 15 Duramile Car Radial
36. Amazer Steel Car Radial
37. Amazer Radial
38. 4.50 – 12 Armour Car Bias5.90 – 15 Armour Car Bias
5.20 – 14 Armour Car Bias5.60 – 13 Armour Car Bias5.65 –12 Armour Car Bias
39. 4.50 – 12 Panther Car Bias
F 78 – 15 Panther Car Bias
The Pattern nomenclature indicates many features & characteristics
of the concerned tyre. e.g. If the nomenclature of the tyre is 7.50. 16 16
PR LCV it mean following.
7.50 16 16PR LCV
Vehicle Category LCV
Ply Rating
Nominal rum diameter
Nominal section width
Chapter – 4
Data Analysis &
Interpretation
This research was aimed at finding the market share, brand
preference, brand in use, buying behaviour, satisfaction level about
Apollo Farm & Jeep tyres.
The questionnaire was aimed at the owners of Jeep & Tractors who
are the customers of farm & Jeep tyre. Because tyres are purchased by
owners and there is no role of driver in pruchase of tyres.
In the jeep tyre segment a total of 200 samples were randomly
selected and directly interviewed for the research. The questionnaire was
repared to obtain from the respondents the maximum amount of relevant
& unbiased information on the concerned issue. A copy of questionnaire
is also enclosed.
In the farm tyre segment a total 400 samples were selected and
directly interviewed for the research.
Because the survey area was vast and distant as well as remote the
researcher tried its best to reach every nook & corner to collect sample so
that any biased ness can be minimised. The data was collected in the
stands – in the case of jeep tyre and on the farms & villages as well as
Hauling stations & Brick kilns in the case of farm tyres.
4.1 DATA ANALYSIS ABOUT JEEP TYRES
(a) On the issue of tyre using at present
Location/ Tyre MRF Apollo JK Other Total
Danapur 20 12 16 12 60
Maner 15 9 19 7 50
Bihta 12 13 18 7 50
Ara 18 10 14 8 50
Bikram / Pali 9 6 12 4 30
Buxar 28 7 12 3 50
Bikramganj 19 4 8 9 40
Piro 12 3 2 3 20
(b) On the issue of preference
Location/ Tyre MRF Apollo JK Other Total
Danapur 20 12 16 12 60
Maner 15 9 19 7 50
Bihta 12 13 18 7 50
Ara 18 10 14 8 50
Bikram / Pali 9 6 12 4 30
Buxar 28 7 12 3 50
Bikramganj 20 8 7 5 40
Piro 8 9 1 2 20
Apollo
(c) Factors considered during purchase of tyres.
Of the 350 respondents interviewed 60% respondent in favour of
quality & lasting, 20% favoured price, 15% favoured word of mouth & 5%
favoured other factors.
(d) Average life of the tyre
The average life of the tyre was found to be one year.
(e) Use of Resole Tyres
45% respondents use resole tyres whereas 55% are reluctant to use
it.
(f) Ply – 70% respondents use 8 ply, 30% respondents use 10 ply.
(g) Awareness Level About Apollo
Location/ Tyre Total Resp. Aware Not Aware
Danapur 60 42 18
Maner 50 38 12
Bihta 50 26 24
Ara 50 26 14
Bikram / Pali 40 23 17
Buxar 30 15 15
Bikramganj 50 26 24
Piro 40 10 30
Total 350 216 154
Aware
(h) Satisfaction Level
Satisfied – 70% Not Satisfied – 30%
4.2 DATA ANALYSIS REGARDING FARM TYRES
Total Samples – 500
LOCATION / TYRE SAMPLE COLLECTED
Danapur 50
Maner 100
Bihta 50
Ara 50
Piro 50
Naubatpur 50
Pali 75
Bikram 75
(a) Tyre Using At Present
Location/Tyre Apollo GY Others Total
Danapur 18 20 4 50
Maner 35 40 12 100
Bihta 18 20 3 50
Ara 8 23 8 50
Piro 16 16 12 50
Naubatpur 15 20 5 50
Pali 12 33 11 75
Bikram 23 34 7 75
Apollo
(b) Tyres Preferred
Location/Tyre Apollo GY Others Total
Danapur 20 22 2 50
Maner 40 43 7 100
Bihta 20 21 3 50
Ara 8 23 4 50
Piro 17 20 7 50
Naubatpur 18 20 12 50
Pali 12 25 - 75
Bikram 30 30 15 75
(c) Awareness Level About Apollo Farm Tyres
LOCATION/TYRE TOTAL RESP. AWARE NOT AWARE
Danapur 50 36 14
Maner 100 72 28
Bihta 50 37 13
Ara 50 24 26
Piro 50 26 24
Naubatpur 50 30 20
Pali 75 30 45
Bikram 75 51 24
Aware
(d) People Aware & Not Aware Apollo Farm Tyres
LOCATION/TYRE AWARE USING
Danapur 36 26
Maner 72 54
Bihta 37 25
Ara 24 10
Piro 26 18
Naubatpur 30 15
Pali 34 20
Bikram 51 38
Aware
Chapter – 5
Conclusion & Suggestions
Having done the market survey & research analysis of various
factors some conclusions can now be drawn the concerned issue; the
topic of the Research. These conclusions are scientifically reached upon
as is evident form the analysis itself. There are margins of the errors in
the research process, especially in data collection. But that does not take
away the importance of the research. In fact, there is always an
acceptable limit of margin of error and if the researchers respect this
limit, the research is bound to be successful in a addressing the issue.
In this particular research, every effort was taken to ensure that the
research remained within the acceptable parameter. This discipline and
carefulness yielded some invaluable results and conclusions.
(A) Results & Conclusions of Jeep
(B) Results & Conclusions of Farm tyres.
5.1 CONCLUSION
(a) RESULT & CONCLUSION OF JEEP TYRES
1. MRF is the leading brand in the jeep segment followed by JK tyres
& Apollo.
2. Jeep owners prefer MRF as the first priority followed by Apollo &
JK tyre respectively.
3. Most Jeep drivers / owners make their purchase on quality rather
than on price.
4. The average life of jeep tyres was found to be one year.
5. Most of the respondents don’t use resole tyres.
6. Most jeep drivers use 8 ply rather than 10 ply tyres.
7. Awareness level is not very good in the western Bihar side.
8. Most of the aware respondents have used Apollo.
9. Most of the respondents who have used Apollo are very satisfied
with the performance of the tyre.
10. The problems of Apollo users are following-
a) Problems with regards to settlement of claim.
b) Problem with regard to lack of adequate promotional
schemes.
c) Dissatisfaction shown by dealers of the company regarding
delivery of tyres & gifts, etc.
d) Dissatisfied dealers are selling multiple brands.
11. The suggestion from the consumers to the tyre company are
following:
(a) They should reduce the price.
(b) Consumers should be given the benefits of promotional schemes.
(c) There should be fast proper settlement of claims
(b) RESULTS & CONCLUIONS OF FARM TYRES
1. Most of the respondents use Goodyear tyres in the rear axle
followed by Apollo and MRF.
2. Most of the respondents prefer Goodyear tyres in the rear axle
followed by Apollo and MRF.
3. Most of the subjects buy tyres on the basis of quality & lasting
while very few give priority to price and some rely on word of
mouth publicity.
4. The average life of each tyres was found to be more than three
years.
5. Awareness level is average but not satisfying about the farm tyres.
6. Of the aware respondents maximum were using Apollo tyresa in
the rear axle.
7. Very less number of respondents use resole tyres.
8. 90% of the respondents who are using Apollo tyres are very much
satisfied with the performance.
9. The problems of Apollo users were with regard to lack of adequate
promotional schemes. Dealers do not provide adequate information
in the support of Apollo brands. They see their margin of profit.
The suggestions from the consumers to the tyre companies are
following :-
(a) They should reduce the price.
(b) Consumers should be given benefits of promotional schemes.
5.2 SUGGESTIONS
The Indian tyre industry is passing through the phase of
toughest competition. In fact, this is the case with every industry. With
the globalisation and liberalization striking India in the last decade, all
the industries have been facing cut throat competitions. Domestic players
have been duly threatened by the arrival of the multi-nationals in every
space of business.
This has resulted in new offerings being made to the consumers.
There have been price wars too. No doubt the biggest winner has been
the customer. He how has the quality products at compatible price.
In order to survive & grow each company tries to make its
products and services more distinguishable. Tyre industry is no
exception, with each company offering new product and trying to
develop better marketing strategies.
For this it must have an understanding of buyers preferences and
buying behaviour. Buying behaviour of consumers is a complex
phenomenon to understand, but its knowledge gives the market a definite
edge over his competitors.
ATL, one of the leading companies of tyre trade has a good brand
image, a large market share and a wide product range is definitely aware
of the importance of these factors as is evident from its achievement in
the tyre industry despite recessionary trends.
None the less there are some steps which the company needs to
take in order to improve its market share in Western Bihar as revealed by
the results of this survey.
So, the researcher has following suggestions for the company
which they believe will definitely improve the performance of the
organisation in the demographical area of Western Bihar.
5.2 (a) SUGGESTION WITH REGARD TO JEEP TYRES
1. A proper strategy should be aimed at the dealer in order to make
them participative in the marketing process.
2. Various promotional schemes like Hoardings, Banners, Leaflets,
etc. in the various jeep stands will be helpful in increasing the
awareness level of consumers.
3. Various trade promotions in the form of buying allowances display
allowances, count-recount allowances, delayed bulling, inventory
financing, etc. should be used by ATL to motivate the customers to
perceive the brand.
4. In many parts of western Bihar areas, roads are in a bad condition
& Jeep owners have to replace their tyres frequently. Company can
target those areas by appointing dealers & pushing the brands,
which are on cheaper side.
5. The company should organise road – campaigns in order to impart
technical knowledge to the consumers & general public.
6. After sales service should be improved considerably in order to
incorporate maximum consumers.
5.2 (b) SUGGESTIONS WITH REGARD TO FARM TYRE
1. Since in the geographical area of western Bihar many of the
tractors are used both in the hauling purpose as well as Farming
purposes. In the months of January to June. Tractors are used in
loading purpose. From June when monsoon arrives these tractors
are used in farming process. So the company may target both the
areas i.e. loading stations such as Brick kilns, sand-post, chip
factory, etc. as well as villages where farming is carried out.
2. The scheme Tyre Suraksha Bima launched by the company is a
very good scheme to establish its farm tyre brand in the market.
The problem here is that leave alone consumers. Dealers are not
aware about the scheme. So a training programme should be
organised at least once in a month providing every updates of the
company’s strategies to them. By this they will feel their
participation in the organisation & thus promote the Apollo brands.
3. Company should improve the distribution network & should
minimise the delivery time. The late delivery creates
dissatisfaction to customers in urgent need & ultimately he
switches over to other brands.
4. The promotional schemes like Road shows, posters, hoardings,
banners, leaflets, gifts, etc. in the villages as well as Brick kilns,
sand ports or chip-stands ports or chip-stands etc.
5. Besides the above promotional schemes the company should make
use of radio used by many villagers as a source of promotional
compaign.
6. Company should try to associate with tractor companies at
Regional level. This is so because they organise free service camps
in different areas on different days & the company may erect stall
or use direct selling to those customers.
Chapter – 6
Report About Sales
Campaigning of
Farm Tyres in Western Bihar
After the market study was conducted we were assigned the task to
carry out the sales campaigning of the ATL with special reference to
Apollo Farm Tyres Series.
The campaigning was organised by the company to promote its
new series of Apollo farm tyres such as
(1) Farm king : India’s first radial tractor etc.
(2) Krishak Super
(3) Krishak premium
(4) Powerhaul
(5) Sarpanch
(6) Krishak Super – front.
The campaigning was in a form of road show better known as
Nautanki. This Nautanki was based on a story related to Mahabharata.
Lord Narada comes to a pay a vistit to the Pandavas. When he reached to
Pandeavs – Yudhishthir tells him that he has deputed all the brothers
including himself to go to villages & work for the welfare of farmers. At
the same time Bhisma Pitamah requests Narada to survey the farmer of
earth & ask that what are the steps necessary for the welfare. Narada
arrives to villages & after survey he found that Apollo tyres is the main
reason of the happiness of farmers. He recommended this to Bhisma
Pitamah to use the same. Thus the story ends.
This story is followed by the magic show which was organised
primiarliy for drawing the attention of farmer in villages. At last a quiz
was organised related to the Nautanki & informations about tyres.
Successful respondents were given gifts from the company.
This compaign was organised for one week in western Bihar
comprising the following districts (town & villages).
1. Danapur
2. Maner
3. Bihta
4. Ara
5. Jagdishpur
6. Bihiya
7. Sonebarsha
8. piro
9. Kochas
10. Naubatpur
11. Bikram
12. Pali
13. Buxar
14. Bikramganj
15. Brahmapur
We targeted those areas where tractors were available in bulk to that
maximum advantage could be taken from the campaign. We personally
provided information regarding the questions of the farmers. Many of
them were excited about the Farm King which is Indias first radial tractor
tyre. They also shown interests towards Krishak Super & Krishak
premium & powerful tyres.
Added with the scheme of tyres Suraksha Bima which provides
unconditional warrantee on tyres for any defects due to which tyre can’t
be used, in between three years of 50% trade erosion whichever occurs
earlier, many primary customers were formed which will be the future
prospect.
Since farm tyres are relatively new products in its segment. Most
of the people were unaware about the tyres as well as unconditional
warrantee provided by the company. Dealers were also unaware of these
schemes which shows company’s poor promotional strategy.
Since sales campaigning was started at the time when monsoon
was going to be started and the appropriate time for farmers to change
their tyre, it provided a great help in imparting informations about
company’s product to the farmers & customers. It will certainly help in
increasing the sales output of the company.
The company should try to make a consistence effort to carry on
such type of campaigns so that every customers become aware of the
products & services provided by the company.
UNSTOPPABLE..............
Bibliography
Marketing Management : Philip Kotler, Johnson
Marketing Research : G. N. Bajpayee
Marketing Strategy : Johnson & Scholes
& Business Policy
Websites : www.apollotyres.com
Journals & Magazines : Newsletter, ATL, Feb. & March
2004
Annual Report, ATL, 2003-04
Business World,
The Economic Times.
SURVEY ON LCV TYRES WITH SPECIAL REFERENCE TO
APOLLO TYRRES
NAME OF THE
DRIVER .....................................................................................
OPERATING
STAND ............................................................................................
VEHICLE
NO .........................................................................................................
NAME THE
OWNER ............................................................................................
ADDRESS .....................................................................................................
.........
TEL.
NO. ...............................................................................................................
MOBILE
NO........................................................................................................
ROUTES
OPERATING........................................................................................
1. Which tyre are you using right now ?
(a) MRF (b) CEAT (c) JK Tyre (d) Apollo tyre (e) Any other
2. Which Tyre do you prefer ?
(a) MRF (b) CEAT (c) JK Tyre (d) Apollo tyre (e) Any other
3. What factors do you consider during purchase of Tyres ?
(a) Quality (b) Price (c) lasting (d) suitability (e) Credibility (f) any
other
4. What is the average life of the tyre, which you are using ?
(a) 6 months (b) One Year (c) One year or more
5. Do you use resole tyres ?
(a) Yes (b) No
6. What ply do you use in tyres ?
(a) 8 Ply (b) 10 Ply
7. Are you aware that APOLLO TYRES is manufacturing JEEP and
TRACTGOR tyres ?
(a) Yes (b) No
8. Do you have used/using Apollo Tyres ?
(a) Yes (b) No
9. Are you satisfied with the performance of Apollo tyres ?
(a) Yes (b) No
10. If no, then what are the complains ?
..............................................................................................................
..............................................................................................................
11. Any Suggestions
..............................................................................................................
..............................................................................................................
12. Remarks:
..............................................................................................................
..............................................................................................................
(Interviewer) Date ......................
SURVEY ON TRACTOR TYRES WITH SPECIAL REFERENCE TO
APOLLO TYRES
Survey conducted by Mr. Kumar Niraj (I.M.T., Study Centre, Patna)
NAME OF THE FARMER/
OWNER .........................................................................
........................................................................................................................
..............
VILLAGE: .....................................................................................................
.............
DISTRICT: ....................................................................................................
.............
ADDRESS: ....................................................................................................
.............
.......................................................................................................
...........
TYPE OF
TRACTOR ................................................................................................
Vehicle
No: .................................................................................................................
TEL. NO. ...............................................
CODE .......................................................
MOBILE
NO. ..............................................................................................................
1. Which tyre are you using right now?
(a) MRF (b) CEAT (c) JK Tyre (d) Apollo tyre (e) Goodyear (f) Any
other......
2. Which Tyre do you prefer?
(a) MRF (b) CEAT (c) JK Tyre (d) Apollo tyre (e) Goodyear (f) Any
other......
3. What factors do you consider during purchase of Tyres ?
(a) Quality (b) Price (c) lasting (d) suitability (e) Credibility (f)
Rumors
(g) any other
4. What is the average life of the tyre, which you are using ?
(a) 6 months (b) One Year (c) Two Year (d) Three Year (e) Three or more
5. Do you use resole tyres ?
(a) Yes (b) No
6. Are you aware that APOLLO TYRES is manufacturing TRACTOR
tyres?
(a) Yes (b) No
7. Do you have used/using Apollo Tyres?
(a) Yes (b) No
8. Are you satisfied with the performance of Apollo Tyres?
(a) Yes (b) No
9. If no, then what are the complains?
..............................................................................................................
...........
..............................................................................................................
...........
10. Any Suggestions :
..............................................................................................................
...........
..............................................................................................................
...........
11. Remarks:
..............................................................................................................
...........
..............................................................................................................
...........
Date: ......................
APOLLO TYRES LTD.
TO WHOM IT MAY CONCERN
This is to certify that Mr. KUMAR NIRAJ, a participant of PGDBM
(MARKETING). Session 2001-2004 from Institute of Management
Technology, Ghaziabad has undergone Project (Training) in our
organisation. The topic of the study was “ MARKET STUDY OF JEEP
TYRES AND FARM TYRES WITH SPECIAL REFERENCE TO
APOLLO TYRES IN WESTERN BIHAR AND SALES
CAMPAIGNING REGARDING APOLLO FARM TYRES IN
WERSTERN BIHAR.”
He is very sincere & willing to learn more and more. During the project
work he has taken all the responsibilities on his shoulders to make project
successful in all respects.
This project is a successful attempt in blending conceptual dimensions
with practical implications.
I wish him all success in corporate world.
STATE MANAGER
Apollo Tyres Ltd. Rukunpura, Bailey Road, Near Canal, Patna-800014
Phone No: 0612 2593726/2593727/2595770/2595778
Acknowledgement
The report on the research work of “Market Study of Farm Tyres &
Jeep Tyres with Special Reference to Apollo Tyres And Sales
Campaigning in West Bihar” in the following pages is the outcome of my
research study done chiefly at the Western Bihar. It has been planned &
executed under valuable & sympathetic guidance of Mr. Dharmendra
Kumar Singh visiting faculty of IMT STUDY CENTRE, PATNA.
I also acknowledge my deep sense of gratitude to management team
& staffs of the Apollo Tyrres Ltd., Patna who made available their
valuable time & their constant encouragement to me.
It gives me immense pleasure in paying my reverence to my parents
for his inspiration & Motivation.
I also acknowledge the support provided by my family & friends in
this regard.
I would also like to extend my sincere thanks to Mr. Rajeev Ranjan,
GRAPHIX, Patna for typing the manuscript of this report in a decent way.
At the end I acknowledge the blessing of almighty GOD.
Kumar Niraj
Preface
This project report titled A market study of farm tyres & Jeep tyres
with special reference to Apollo Tyres & Sales Campaigning in West
Bihar” is an attempt in presenting the current market condition about the
sale of tyre industry. In more than one sense it summarises the results of
survey, study & analysis and sales campaigning.
The tyre industry is the backbone of the transport sector so this study
become relevant. Also in this era of sweeping economic reforms,
liberalisation & globalisation of the economy, these type of studies provide
an opportunity for the management trainees to observe the actual
marketing practices.
An introduction about industry scenario has been given in chapter
one which provides the information about consumer behaviour & market
conditions. The project has been done with the help of various research
plans. A detail has been provided in Chapter-2. The Indian Tyre Industry is
passing through a phase of great transformation and the Indian tyre
companies are facing the competition with great commitment. This can be
known by the performance of Apollo Tyres Ltd., Patna. A brief profile has
been provided in Chapter-3. The outcome of data & suggestion has been
prepared carefully which has been provided in Chapter-4.
A report on sales campaigning in Western Bihar regarding farm
Tyres has also been provided in Chapter-6
Lastly, the researcher owns the entire responsibility of the facts &
analysis as also the error, if any. Because there always remain a chance of
human error and biasedness can’t be avoided. Despite this a great care has
been taken while preparing this report.
Kumar Niraj
CONTENTS
Page
Chapter-1 Rationale & Scope of The Study
1.1 Introduction
1.2 Aim of The Study
1.3 Scope of The Study
Chapter-2 Details of Research Plan
2.1 Study of Methodology
2.2 Research Design
2.3 Sources of Data
2.4 Sample
2.5 Limitations
Chapter-3 The Tyre Industry & Apollo Tyres Ltd.-An Overview
3.1 Industry Profile
3.2 Organisational Profile
3.3 Product Profile
Chapter-4 Data Analysis & Interpretations
4.1 Data Analysis of Jeep Tyres
4.2 Data Analysis of Farm Tyre
Chapter-5 Conclusions & Suggestions
5.1 Conclusions
5.2 Suggestions
Chapter-6 Report About Sales Campaigning of Farm
Tyres in West Bihar
Appendices
I : Copy of Questionnaire of Jeep Tyres & Farm tyres
II : Appendix
III : Bibliography
IV : Product Display