Aayushi Saxena

B.com (Hons) II nd Year

2017-18

CHAPTER-1

INTRODUCTION

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B.com (Hons) II nd Year
2017-18

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. Today, marketers are directing their efforts in retaining the customers

and customers’ base. Their focus has shifted towards integrating the three elements

people, service and marketing.

The customer’s importance has assumed imponderable proportions in

today’s world, because of the inherent value that the customers command. 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. In such scenario,

retention of the existing customers assumes diabolical proportion. Research has

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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”

In the past, after sales service was consider as a cost center, Companies were

lethargic in attending to customers complaints. Availability of trainee service

personal and quality genuine spare parts posed serious problems. However, with

the rising competition, there could not be much product differentiation, as price

and quality were comparable and latest technology was to each and every company

in the field. Since, there could not be much differential a tangible assets, the

companies concentrated on the “intangible assets”, namely the “service factor”,

which served as a major differentiator. Today after sales service is an important

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aspect of every company, and it is no more considered as a cost center, but

considered as a profit center. Every organization strives hard to retain its existing

customers at any cost since it is five times costly to get a new customers, then to

retain an existing customers. Today most of the industries use information

technology to best services to their customers.

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HISTORY OF APOLLO TYRE COMPANY

“People deliver innovation

Innovations deliver success

A few of the difference our people made”

1975 Inception

1976 Registered as a company

1977 First Plant commissioned in Perambra(Cochin, Kerala)

1991 Second Plant commissioned in Limda (Baroda, Gujarat)

1995 Acquired Premier Tyres in Kalamassery (Cochin, Kerala)

1996 Exclusive Tubes Plant Commissioned in Ranjangaon (Pune,

Maharastra)

2000 Exclusive Radial Capacity established in Limda

2000 Established APOLLO TYRES Health Care Clinic for HIV. Aids

awareness

2003 Expansion of passenger car radial capacity to 6600 tyres per day

2003 Production of India’s first H-Speed rated tubless passengers car radial

tyres

2005 Support in setting up India’s first emergency medical service in

Baroda

2011 APOLLO TYRES health care clinic in Udaipur in Rajasthan and

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Kanpur in Uttra Pradesh

2014 Expansion of passenger car radial capacity to 10000 tyres per day

2014 Expansion of passenger car range to include 4x4 and all terrain tyre

2014 Acquired Dunlop tyres international in South Africa and Zimbabwe

2014 Opening of Apollo tyres health care clinic in Ukkadam, Tamilnadu

2014 Launch of Dura Tread, trading material and solutions

2014 Launch of India’s first range of ultra high performance V and W-

speed rated passenger car radial

2015 Launch of Regal Truck and Bus radial tyres

2015 Launch of Dura tyres, retreaded tyres from Apollo

2015 Launch of the Apollo Tennis Initiatinve and Mission 2018

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CHAPTER-2
COMPANY
OVERVIEW

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COMPANY PROFILE

Apollo Tyres Ltd is a high-performance company and the leading India tyre

manufacturer. Head quartered in Gurgaon, a corporate-hub in the National Capital

Region of India, Apollo is a young, ambitious and dynamic organisation, which

takes pride in its unique identity. Registered as a company in 1976, Apollo is built

around the core principles of creating stakeholder value through reliability in its

products and dependability in its relationships. Apollo’s present strength and

market dynamism steps from its early years of strife in establishing itself as a tyre

manufacturer within the closed Indian economy. Over two decades, Apollo worked

on a portfolio of products, tuned to customer needs and an array of innovative

marketing initiatives to establish itself as a leader in its home market. Some of

these include segmenting customers by their load and mileage requirements,

running tyre loyalty programmes, establishing customer contact programmes

which resulted in better health and driving habits, introducing India’s first farm

radials and India’s first range of high-speed tubeless passenger car tyres. For the

first time, in 2014 Apollo ventured outside India in its quest to test itself outside its

home comforts. Apollo acquired Dunlop Tyres International Pty Ltd in South

Africa (since renamed as Apollo Tyres South Africa Pty Ltd) and Zimbabwe,

taking on southern Africa as the second domestic market. The company holds

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brand rights for the Dunlop brand across 30 African countries.

In 2009, Apollo acquired Vredestein Banden B V in the Netherlands, and

thereby adding Europe as its third crucial market. The company currently produces

the entire range of automotive tyres for ultra and high speed passenger cars, truck

and bus, farm, Off-The-Road, industrial and specialty applications like mining,

retreaded tyres and retreading material. These are produced across Apollo’s eight

manufacturing locations in India, Netherlands and Southern Africa. A ninth facility

is currently under construction in southern India, and is expected to commence

production towards the end of 2009. The major brands produced across these

locations are: Apollo, Dunlop, Kaizen, Maloya, Regal and Vredestein. In the three

domestic markets of India, Southern Africa and Europe, Apollo operates through a

network of branded, exclusive or multi-product outlets. In South Africa the

branded outlets are called Dunlop Zones, while in India they are variously named

Apollo Tyre World (for commercial vehicles) and Apollo Radial World (for

passenger cars). Exports out of these three key manufacturing locations reach over

70 destinations across the world, with key comprising Europe, Africa, the Middle

East and South-East Asia. For Apollo Tyres, offering the right product to the right

customer is essential. Special efforts are made to understand customer needs and

segment the market accordingly. After which, products are developed for niche

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applications within a larger category to enable the company to provide efficient,

fuel and cost-saving products to each customer segment. Innovation has always

been an integral part of the Apollo way of doing business, this applies as much to

product development and marketing as to how the company as a whole is focused

on challenging existing boundaries. An integral part of the Apollo Tyres world is

its community involvement and giving programmes directly related to its business.

In India, the focus has always been on finding ways to ensure a direct benefits to

customer groups. For the commercial vehicle community the company runs

extensive HIV-AIDS awareness and prevention programmes and has established

Health Care Clinics across the country to cater to the community’s health needs.

For passenger car customers the focus is on cultivating Safe Driving habits. Across

its manufacturing locations, the key initiatives revolve around health and

education programmes. Apollo is one of the largest corporate investors in

developing sporting talent through its Mission 2018, which is focused on nurturing

and training youngsters in the sport of tennis to enable an Indian to win a Singles

Grand Slan Championship by the year 2018.

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MARKETING STRATEGY

Before knowing in deep about product and product mix it is important to

know the market and marketing.

MARKET

The American Marketing Association defines a “ Market as the aggregate

demand of the potential buyers for a product”.

“ An area for potential exchange thus a market is a group of buyers and

sellers interested in negotiating the terms of purchase of goods or services.

--Philip kotler

TYPES OF MARKETING

1 ON THE BASIS OF SELLING AREA

2 ON THE BASIS OF ARTICLE OF TRADE

3 ON THE BASIS OF NATURE OF EXCHANGE DEALINGS

4 ON THE BASIS OF NATURE OF GOODS SOLD

5 ON THE BASIS OF PERIOD

KINDS OF GOODS: -

 CONVENIENCE GOODS

 SHOPPING GOODS

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 SPECIALITY GOODS

MARKETING:

The American Marketing Association defines “ Marketing as the

performance of business activities that directs the flow of goods and services from

producer to consumer or user”.

The set of human activities directed at facilitating and consummating

exchange. The essence of Marketing is exchange of products and the transaction is

to satisfy human needs and wants. All business activities facilitating the exchange

are included in marketing.

--Philip kotler

Strategic thinking is key to the evolution of successful marketing strategies

of APOLLO tyre. This involves the following analyses:

(a) 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.

(b) Finding market niches: Price, service, convenience and technology are

some of the niches in Indian market.

(c) 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

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which the customer uses the product.

(i) Distribution: Structural changes in inventory management, mobile

distribution are some of the key factors that are going to affect the

distribution process in the Indian market.

(ii) Managing for result: With pressure on costs, prices, and margins,

marketers will have to make effective utilization of every rupee spent in

marketing.

Market opportunity of Apollo tyres:-

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

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(c) Prospective inches

(d) Marketing mix required to succeed

(e) Core competencies required

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

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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.

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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.

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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. This category has grown each year for the past decade while

most other forms have suffered. It is the only form of advertising that targets all

five senses and has the recipient thanking the giver. Public relations are where the

communication is not directly paid for and includes press releases, sponsorship

deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth

is any apparently informal communication about the product by ordinary

individuals, satisfied customers or people specifically engaged to create word of

mouth momentum. Sales staff often plays an important role in word of mouth and

Public Relations. Broadly defined, optimizing the marketing mix is the primary

responsibility of marketing. By offering the product with the right combination of

the four Ps marketers can improve their results and marketing effectiveness.
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Making small changes in the marketing mix is typically considered to be a tactical

change. Making large changes in any of the four Ps can be considered strategic.

For example, a large change in the price, say from $19.00 to $39.00 would be

considered a strategic change in the position of the product. However a change of

$131 to $130.99 would be considered a tactical change, potentially related to a

promotional offer.

The term "Marketing Mix" however, does not imply that the 4P elements

represent options. They are not trade-offs but are fundamental marketing issues

that always need to be addressed. They are the fundamental actions that marketing

requires whether determined explicitly or by default.

SCOPE OF STUDY

The scope of the study has been limited to a few tyres manufacturing

majors. It does not extend to all the segments available in the market.

Only Bareilly district has been covered in this study. Any development in the

tyre market after July 2009 is beyond the scope of this study.

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Product Profile

The Apollo Tyres ltd. Is leading company for all tyres-manufacturing

company in India and The Apollo Tyres Company manufacturing the tyres for the

entire segment (TRUCK, LCV, PCR, FARMS, OTR).

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H/V speed rated

Excellent handling at high speeds

Optimum wet and dry performance

Low external and in-cabin noise levels

for a comfortable ride

V/W speed rated with superb wet and dry

performance

and exceptional driving pleasure

Innovative asymmetric tread pattern

for maximum performance

Special silica tread compound for better

fuel economy

and wet performance

Rim protector

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B.com (Hons) II nd Year
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W/Y speed rated with a quick steering

response

for a sporty performance

Unidirectional V-shaped tread design

resists aquaplaning

Excellent handling at high speeds

Special silica tread compound for better

fuel

economy and wet performance

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B.com (Hons) II nd Year
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S/T speed rated

Reinforced tyre construction for long life

Visual alignment indicator for detecting

any misalignment wear in the tyre

Especially designed for low noise

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MC 20 SH 41 SC32-SUV

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2017-18

SE 66 SH 19 SG 47

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MARKETING MIX OR 4 P’s OF MARKETING: -

Marketing mix is the set of controllable variable that a firm can

use to influence the buyer’s response with in a given marketing environment. It has

four elements of 4 P’s.

1 PRODUCT

2 PRICE

3 PROMOTION

4 PHYSICAL DISTRIBUTION

PRODUCT: -

A product is an idea, service or tangible good that a customer can acquire

through a monetary transaction or an exchange. Not only tangible goods are

considered as products; intangible like services and ideas are also included.

A Product then is the potential satisfied of a consumer’s want or need. But a

product is not just the essential item; it is made up of a number of components that

contribute to its ability to satisfy needs and wants. Components that are included in

a product are its package or the availability of maintenance service. The total

product is the sum of all physical and psychological features that aid in satisfying a

customer’s needs and wants. The success of a product is judged by how well it

satisfies those needs and how well it sells.

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PRICE: -

The price is the amount that is paid to purchase a product. It is also the

means through which the company recovers its costs and makes a profit. Pricing is

the marketing variable that offers the most flexibility. Price dictates what the

company selling the product will receive in return for its efforts.

Price defines the value of product or service to the customer. How much the

customer is willing to give in order to have a particular product indicates how

much the item is worth to the customer. The price is where the value of a product

to the customer and the company’s compensation for producing the product

intersect.

Marketers should establish prices that will expand the sales of highly

profitable item and contract sales of relatively unprofitable products with in the

same time.

PROMOTION: -

Promotion is the sharing of information, concepts and meanings by the

source and it receives about product and services and the organisation that sells

them.

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There are 4 basic forms of marketing communication: -

1. ADVERTISING

2. SALES PROMOTION

3. PUBLICITY

4. PERSONAL SELLING

PHYSICAL DISTRIBUTION: -

Place or physical distribution is another element in the marketing mix, which

is considered with getting the product physically from the manufacturer to the

place where consumer can buy it.

The members of the distribution channel are the people and business

involving the product from the point of production to the point of consumption.

These members of the distribution channel are sometimes referred as “Marketing

Intermediaries”.

Physical distribution is concerned with the movement and storage activities

required for making the firm’s product available to customer. The physical

distribution manager’s goal is to provide at the lowest possible cost, the rights, the

product to the right customer at the right time in the right quality at the right

location in the right condition. Business logistics is the flow of materials from

procurement of raw materials to manufacturing to the consumers.

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WHAT IS A PRODUCT?

The product is a bundle of all kinds of satisfaction of both a material and

non-material kinds, ranging from economic utilities to satisfaction of a social

psychological nature.

A product supplies two kinds of utility:

1. Economic utility

2. Supplementary utility

The product may be a good, a service, a good plus service, or just an idea. A

product is all things offered to a market. Those things include physical object,

design, package, label, price, services, supportive literature, amenities and

satisfaction not only from physical product and services offered but also from

ideas, personalities and organizations.

In short, a product is the sum of physical, economic, social and

psychological benefits. Marketers must define their market in terms of product

functions what the customer expects from the product.

PRODUCT MIX:

It is the entire range of products of a company for sale. Product mix need not

consists of related products. For example the product mix of APPOLO TYRE

includes a diverse range of products such as TYRES, TUBES, FLAPS.

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The product mix of a company has three main characteristics:

1. WIDTH

2. DEPTH

3. COSISTENCY

WIDTH of a product mix depends upon the number of product groups of product

lines found within the company.

DEPTH depends upon the number of product items within each product line.

CONSISTENCY of the product mix refers to the question whether or not the

products have production affinity, marketing affinity or research affinity.

BRANDING: -

WHAT IS BRANDING?

American Marketing Association defines as - The word BRAND is a

comprehensive term. A brand is a name, term, symbol or design, or a combination

of them, which is intended to identify the goods or services of one seller or group

of sellers and to differentiate them from those of competitors. A brand identifies

the product for a buyer and gives seller a chance to earn goodwill and repeated

patronage.

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IMORTANCE OF BRANDING:

1. The marketer can build up a bridge of his organization around the brand.

2. Branding enables the firm assured control over the market.

3. Branding by differentiating a product from the rival’s enables the brand owner

to establish his own price which con not be easily compared with the price for

competing goods.

RESONS FOR BRANDING:

1. Ever-increasing competition.

2. Importance of packaging as a distinct marketing function.

3. Need for Advertising and Publicity.

4. Development of consumer brand.

ESSENTIALS OF GOOD BRAND:

 A Brand should suggest something about product benefits, its uses,

quality, product nature, purpose, performance or action.

 The name should be short, simple, easy to pronounce to spell and

remember, easy to identify and explain. It should be easy to advertise.

 It should be capable of being registered and protected legally under the

legislation.

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 It should have a stable life and be unaffected by time. It should not

depend upon fashions and styles as they have a short life.

 It should create pleasant associations.

 It should not be used as a general or common name for all products

 It should be unique, attractive and distinctive.

TYPES OF BRANDS:

1. INDIVIDUAL BRAND NAME

2. FAMILY BRAND NAME

3. UMBRELLA BRAND

4. COMBINATION DEVICE

5. PRIVATE OR MIDDLEMAN’S BRAND

Individual Brand Name:

Each product has a special and unique brand name, such as Appolo tyre, J K sugar, J K

Internationals, Surf, etc., the manufacturer has to promote each individual brand in the market

separately. This creates a practical difficulty in promotion. Other wise it is the best marketing

strategy.

Family Brand Name:

Family name is limited to one line of a product, i.e., products that complete

the sales cycles, e.g., APPOLO TYRES for tyres, Amul for milk products, Ponds

for cosmetics, etc., family

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Brand name can help combined advertising and sales promotion.

Umbrella Brand Name:

We may have for all products the name of the company or the manufacturer.

All products such as soaps, chemicals, textiles, engineering goods etc.,

manufactured by the Tata concerns will have the TATA’s as one umbrella brand,

such a device will also obtain low promotion cost and minimize marketing efforts.

Combination Device:

TATA house is using a combination device, each product has an individual

name but it also has the umbrella brand to indicate the business house producing

the product, e.g., Tata’s Taj. Under this method, side by side with the product

image, we have the image of the organisation also. Many companies use this

device profitably.

Private Middleman’s Brand:

Manufacturers or distributors such as wholesalers, large retailers, can do

branding. This practice is popular in the woolen, hosiery, ports goods, and such

other industries. Big manufacturers also use it.

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Benefits of Branding: -

As long as branding is considered desirable and as long as we do not have

overflow of branded goods, consumers in India may have the following benefits of

branding: -

1. Right kind of brand advertising and personal selling provide ample

information to the consumer about the branded products.

2. Branded goods have uniform and standardized quality and holder of

the registered brand is personally responsible to maintain the quality.

3. Rapid sales turnover assures fresher products due to frequent

replacement of stock with the retailer.

4. There is considerable saving in time in the selection of goods and also

in the making up of orders.

PACKAGING AND LABELING:

Packing may be defined as the general group of activity in the planning of a

product. These activities concentrate on formulating a design of the package and

producing an appropriate and attractive container or wrapper for a product. The

container itself can act as a forceful though silent and colorful salesman at the

point of purchase or an effective medium of advertisement encouraging impulse

buying. Many a time, package design itself can act as a registered brand. Almost

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every article has to be packaged to make a trip to the ultimate consumer. But

packing is merely a physical action and provides a handling convenience.

Packaging criteria:

The entities that influence package development are broadly classified into

the following criteria groups.

1. Appearance

2. Protection

3. Function

4. Cost

5. Disposability

Appearance:

The appearance of a package is very important from many angles. With the

growing super-bazaars and cash transactions in marketing activities, appearance is

gaining momentum appearance helps to:

1. Identify the product throughout the distribution channel;

2. Carry instructions for use and disposal;

3. Carry information about the product and satisfy legal requirements;

4. Exhibit brand name producer’s name;

5. Act as an important sales aid.

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Protection:

Protection to the product is very important and the type of protection

required depends upon the following factors: -

1. Name of the product;

2. Distribution system adopted for the product;

3. The total time required to protect;

4. Package system.

Protection is normally required from environment and physical hazards. The

unit package should provide protection from physio-chemical and biological

hazards. The bulk package is expected to protect the contents against rough

handling, storage and transportation.

Functions of Packaging:

Protection

Dependability

Storage cost of filled packages

Distribution and insurance cost

Cost due to package/ spoilage/product lose

Effect of the package on sales.

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Disposability:

In developing countries the packaging industry has been fully criticized on

the grounds of environmental pollution. The disposal of packaging materials after

use assumes a greater importance. This was considered to be a very minor

problem. The disposability of the package material after use had different forms,

totally eliminating the material or converting at the end of its useful life as a

package. However three methods are followed to dispose the package material

after use.

Recycling, Using it as non-package appliance, Total elimination.

Package design:

A well-designed and attractive package is an ever-present shelf sales man for

the retailer. The package design itself can act as a brand. A good package is:

1. Economical (to manufacturer, to store)

2. Functional (in transit, in store, at home)

3. Communicative (of brand, of products, of performance, of usage)

4. Attractive (in color, in design, in graphic impact)

At present packaging must also solve the problem of pollution by reducing

waste and by conserving scare resources.

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LABELLING:

Label is a part of a product. It gives verbal information about the product

and the seller. The purpose of labeling, like the purpose of branding is to give the

customer information about the product he is buying and what it will and will not

do from him. A label is also a part of a package or it may be attached directly to

the product. There is a very close relationship between labeling and packaging as

well as labeling and branding or grading.

Brand label mentions the brand name of mark. Grade label identifies the

quality by a letter, number or word. Descriptive and informative labels are similar;

they give helpful information on the following:

Brand name, name and address of producer, weight measure count.

Ingredients by percentages, where possible, directions for the proper use of the

product, cautionary measures concerning the product and its use, special care of

the product, if necessary recipes of food products, nutritional guidelines, Date of

packing and date of Expiry, Retail price, and unit price for comparison.

PRODUCT WARRANTY:

In modern life we have numerous products with complicated, intricate and

elaborate mechanism, such as radio, Television, motor car, electrical appliances,

etc., an average consumer is incompetent to known the IN’s and out’s of such

sophisticated products. He will be at a loss if he is compelled to take his own care

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while buying such products. Warranty is a stipulation collateral to the main

purpose of the contract. If it is broken, the victimized party, i.e., the buyer can

claim for damages but has no right to reject the contract.

A warranty is an obligation of the producer and seller to stand behind the

product and assure the buyer that he will derive certain services and satisfaction

from the product. The product warranty must be clear unambiguous and

meaningful. It has become an important selling point and a mean of product

differentiation in a competitive market. Warranties are also considered as

promotional devices. Full disclosure of warranty information will ensure the

consumers right to know.

Warranty as seller aid:

A warranty is an assurance of the quality, service and performance. It is a

written guarantee of the intrinsic value of a product. It points out the responsibility

of the maker for repair, service and maintenance in the case of consumer durable.

The producer should use the word warranty instead of the word guarantee.

After sales services:

After sales service is an important aspect of a marketing transaction. Every

increase in the use of machinery, appliances and equipment in all branches of out

economy has created a continuous demand for after sales service, i.e., for the

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smooth maintenance and rapiers and low charges as well as quick access to spare

parts and accessories at responsible prices.

All manufacturers and dealers costly mechanical and electrical machines and

appliances must offer a very efficient after sales services, i.e., and free services

during the guarantee period and thereafter at low charges.

After sales service covers repairs, spare parts and maintenance. After sales

service is an important selling point helping the customer to take a quick decision

to purchase durable and costly goods. Such facilities prevent dissatisfaction,

frustration, and ill will among customers.

Benefits of after sales service

1. It can build up and maintain sellers goodwill

2. Mass distribution of costly consumers durable is possible only through

after sales service and consumer credit

3. Complaints and grievances regarding servicing and maintenance will be

promptly and efficiently dealt with by the seller

4. Sales campaign will achieve remarkable success if after sales service is

included in sales promotion

5. Free service during the guarantee period is the best selling point in the

sales of machinery and appliances.

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GLOBAL PRESENCE

Global partnerships, global reputations

Apollo opened its first tyres plant in Perambra, 1977. Since then, we have

grown to become one of the world's biggest and most respected tyre brands. our

operations are now worldwide.

For location details, please visit our global locations section.

Working for you

Many of the world’s leading vehicle manufacturers - including Audi, BMW,

Indica, Sumo, Toyota, Qualis - trust Apollo and fit our tyres as standard. Our tyre

designers work closely with manufacturers. We also involve our India, South

Africa and Zimbabwe sister companies to provide the latest research and

development, testing and manufacturing facilities.

For more information on original equipment fitment manufacturers.

Wherever you are of distribution centres, we also supply many retailers, including

our retail chain, Hi-Q Tyres. Use this section to find all the facts and information

on Apollo's heritage, policies, global presence and commitment to the future.

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Locations in India

Limda, Baroda, Gujarat

In operation since 1991

Products manufactured

Passenger car radial

Truck and bus radial & cross-

ply

Light truck radial & cross-ply

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Farm radial & cross-ply

Perambra, Cochin, Kerala

In operation since 1977

Products manufactured

Truck and bus cross-ply

Light truck cross-ply

Farm radial & cross-ply

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Organizational structure of Apollo Tyre

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GOALS OF APOLLO AND THE ENVIRONMENT

At Apollo, we are committed to protecting and respecting the environment.

Leading vehicle manufacturers use our tyres as original equipment because they

trust and respect our quality, development techniques and innovation. However,

this alone is not enough. We must also meet the demands of the environment by

adopting sustainable practices and using our resources more efficiently. We

practice the latest manufacturing and management techniques and work only to the

highest standards as outlined in international standards.

In practice

Here are some of our activities:

 Introduction of an Environmental Management System (EMS) as part of our

integrated quality, environment, health and safety management system .

 Promotion of EMS to our customers, suppliers and contractors .

 Environmental performance targets to meet our legal, operational and

business requirements.

 Regular audits and reviews on our environmental performance

 Environmental awareness training for all directors and senior management .

 Appointment of environmental co-ordinators to ensure our EMS is

implemented and maintained in line with ISO 14001

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 Continual re-alignment of our environmental policy and business objectives

TYRES SAFETY

(TYRES MAINTENANCE - YOUR MOST IMPORTANT SAFETY

ITEM)

Your tyres are the only contact between you and the road and, like

your vehicle, they too require regular maintenance.

HERE ARE A FEW TIPS

Check your tyre pressures regularly, once a fortnight is recommended and

ideally when your tyres are cold. Inspect tread and sidewalls for cuts and abrasions,

bulges, unusual wear and road damage. If the tyres receives a severe impact, ask

your tyres retailer to check for internal damage. Do not repair cuts in sidewalls of

radial play tyres. Avoid using 'sealants' or other liquid preparations to prevent

deflation. These may cause the valve to stick open slightly, causing pressure loss

and indirectly causing corrosion of steel belts.

Driving on under inflated tyres is almost certain to cause serious damage, always

inflate tyres to the suggested pressure. Take action immediately to rectify any

unusual sounds or vibrations. Tyre balance and vehicle wheel alignment should be

checked regularly, (ie every 10,000km), especially if your tyres are subjected to

rough roads or aggressive driving.

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Tyre wear on front wheel drive vehicles is a little higher and therefore, attention to

tyre pressures as well as rotation should be made on a regular basis.

Tyre Pressure

Maintaining the correct pressure is the easiest, yet most important thing you

can do to get the best performance, economy and safety from your tyres.

Information relating to the correct pressure should be available from your vehicle's

tyre placard however, considering these points may help:

HERE ARE A FEW TIPS

Different driving conditions require different pressures. For example, a

higher pressure is usually recommended for high speed driving or when carrying or

towing a heavier than normal load. Seek advice on what is the best for you and

your car. Tyres pressure should be checked when tyres are cold, as pressures will

increase when tyres warm up.

Under inflation of tyres can cause them to experience uneven or rapid tread

wear, as well as lead to an increase in fuel consumption. In addition, under

inflation reduces your vehicles braking and handling capabilities, and can

ultimately lead to serious tyre failure. Where possible, carry your own tyre

pressure gauge. Sealing valve caps must ALWAYS be used, the best being the

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metal type. If you require any assistance with the pressure of your tyres, see your

local tyre retailer.

TYRE ROTATION

Regular rotation of tyres is a proven method for promoting even wear and

therefore extending tread life. If uneven wear has occurred, this may be due to

worn suspension components, vehicle misalignment or incorrect tyre balance.

These concerns cannot be corrected by simply rotating the tyres. Your local tyre

retailer should correct these problems.

Front to back same side rotation is acceptable when tyres are wearing

unevenly. If the spare is included in the rotation it should be exchanged with the

tyre allocated to the right hand rear position.

Basic Function of Tyres

1. To roll

2. To carry a load

3. To steer the vehicle

4. To transmit braking force and power output

5. To absorb(noise and mechanical vibration)

6. To last

7. To handle speed

8. Low noise

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9. Low rolling resistance

10. To look goods

THE GOLDEN RULES FOR TYRE SELECTION

1. This rule applies to all categories of tyres, with the exception of passenger.

2. Fit the largest Tyre size possible, as recommended by the vehicle.

3. Use the lowest ply rating-this does not apply in the case of steel cord Radial

Truck tyres.

4. Recommend the correct Tyre Pressure for the Tyre size Ply rating, Load and

operating condition.

5. This pressure should ideally be as low as possible, without under inflating

the tyres.

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Competitors of the Organization

 List of competitors

CEAT
MRF

BRIDGESTONE
DUNLOP

J.K.Tyre
OTHERS

GOODYEAR
BIRLA

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A THEORETICAL ASPECT OF BRAND IMAGE WITH RESPECT TO

PRICE LEADERSHIP

A brand is a collection of images and ideas representing an economic producer;

more specifically, it refers to the descriptive verbal attributes and concrete symbols

such as a name, logo, slogan, and design scheme that convey the essence of a

company, product or service. Brand recognition and other reactions are created by

the accumulation of experiences with the specific product or service, both directly

relating to its use, and through the influence of advertising, design, and media

commentary. A brand is a symbolic embodiment of all the information connected

to a company, product or service. A brand serves to create associations and

expectations among products made by a producer. A brand often includes an

explicit logo, fonts, color schemes, symbols and sound which may be developed to

represent implicit values, ideas, and even personality. The key objective is to create

a relationship of trust.

The brand, and "branding" and brand equity have become increasingly important

components of culture and the economy, now being described as "cultural

accessories and personal philosophies".

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In non-commercial contexts, the marketing of entities which supply ideas or

promises rather than product and services (e.g. political parties or religious

organizations) may also be known as "branding".

Concepts

Some marketers distinguish the psychological aspect of a brand from the

experiential aspect. The experiential aspect consists of the sum of all points of

contact with the brand and is known as the brand experience. The psychological

aspect, sometimes referred to as the brand image, is a symbolic construct created

within the minds of people and consists of all the information and expectations

associated with a product or service.

Marketers engaged in branding seek to develop or align the expectations behind

the brand experience (see also brand promise), creating the impression that a brand

associated with a product or service has certain qualities or characteristics that

make it special or unique. A brand is therefore one of the most valuable elements

in an advertising theme, as it demonstrates what the brand owner is able to offer in

the marketplace. The art of creating and maintaining a brand is called brand

management. This approach works not only for consumer goods B2C (Business-to-

Consumer), but also for B2B (Business-to-Business), see Philip Kotler &

Waldemar Pfoertsch.

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A brand which is widely known in the marketplace acquires brand recognition.

When brand recognition builds up to a point where a brand enjoys a critical mass

of positive sentiment in the marketplace, it is said to have achieved brand

franchise. One goal in brand recognition is the identification of a brand without

the name of the company present. For example, Disney has been successful at

branding with their particular script font (originally created for Walt Disney's

"signature" logo), which it used in the logo.

Consumers may look on branding as an important value added aspect of products

or services, as it often serves to denote a certain attractive quality or characteristic

(see also brand promise). From the perspective of brand owners, branded products

or services also command higher prices. Where two products resemble each other,

but one of the products has no associated branding (such as a generic, store-

branded product), people may often select the more expensive branded product on

the basis of the quality of the brand or the reputation of the brand owner.

Brand name

The brand name is often used interchangeably with "brand", although it is more

correctly used to specifically denote written or spoken linguistic elements of a

brand. In this context a "brand name" constitutes a type of trademark, if the brand

name exclusively identifies the brand owner as the commercial source of products

or services. A brand owner may seek to protect proprietary rights in relation to a

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brand name through trademark registration. Advertising spokespersons have also

become part of some brands, for example: Mr. Whipple of Charmin toilet tissue

and Tony the Tiger of Kellogg's.

The act of associating a product or service with a brand has become part of pop

culture. Most products have some kind of brand identity, from common table salt

to designer clothes.

Brand identity

How the brand owner wants the consumer to perceive the brand - and by extension

the branded company, organisation, product or service. The brand owner will seek

to bridge the gap between the brand image and the brand identity. [2] Brand identity

is fundamental to consumer recognition and symbolizes the brand's differentiation

from competitors.

Brand identity may be defined as simply the outward expression of the brand, such

as name and visual appearance.[3] Some practitioners however define brand identity

as not only outward expression (or physical facet), but also in terms of the values a

brand carries in the eye of the consumer. In 1992 Jean-Noel Kapferer developed

the Brand Identity Prism, which charts the brand identity along a constructed

source and constructed receiver axis, with externalization on the one side and

internalization on the other. On the externalization side brand identity consists of

"physical facet", "relationship" and "reflected consumer". On the internalization

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side brand identity consists of "personality", "culture (values)" and "consumer

mentalisation". In this respect Kapferer positions brand personality as one factor

within brand identity.

Brand personality

Brand personality is the attribution of human personality traits to a brand as a way

to achieve differentiation. Such brand personality traits may include seriousness,

warmth, or imagination. Brand personality is usually built through long-term

marketing, as well as packaging and graphics.

Brand promise

Brand promise is a statement from the brand owner to customers, which identifies

what consumers should expect from all interactions with the brand. Interactions

may include employees, representatives, actual service or product quality or

performance, communication etc. The brand promise is often strongly associated

with the brand owner's name and/or logo.

Brand value

Brand equity or brand value measures the total value of the brand to the brand

owner, and reflects the extent of brand franchise.

A brand can be an intangible asset, used by analysts to rationalize the difference

between a company's "book value" and market value. For example, the market

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value of a company can far exceed its tangible assets (physical assets owned by the

company, such as stock or machinery), and its brand value can account for some of

the difference. Up to 85 percent of a company’s market value might be intangible

(for example know-how, existing client relationships), and Interbrand, a brand

consultancy, states that tangible assets may account for less than five percent of a

company’s market value.

Brand value, especially in the case of consumer product brands, may arise out of

customer loyalty. Brand value may also arise in terms of staff retention benefits

(e.g. the ability of the company to attract and retain skilled and/or talented

employees offering competitive salaries).

Campaigning groups may deliberately target a company’s brand value to force a

company into adopting a certain position or practices. Some campaign groups have

thought to do this by deliberately subverting a brand’s image, logo or message,

creating a negative association among consumers. This attack may be visual, as

pioneered by groups such as Adbusters, or focusing on the message.

Brand monopoly

In economic terms the "brand" is, in effect, a device to create a "monopoly" — or

at least some form of "imperfect competition" — so that the brand owner can

obtain some of the benefits which accrue to a monopoly or unique point of sale,

particularly those related to decreased price competition. In this context, most

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"branding" is established by promotional means. However, there is also a legal

dimension, for it is essential that the brand names and trademarks are protected by

all means available.

In all these contexts, retailers' "own label" brands can be just as powerful. The

"brand", whatever its derivation, is a very important investment for any

organization

Branding policies

There are a number of possible policies:

Company name

Often, especially in the industrial sector, it is just the company's name which is

promoted (leading to one of the most powerful statements of "branding"; the

saying, before the company's downgrading,).

In this case a very strong brand name (or company name) is made the vehicle for a

range of products or even a range of subsidiary brands.

Individual branding

Individual branding, also called multibranding, is the marketing strategy of giving

each product in a product portfolio its own unique brand name. This is contrasted

with family branding in which the products in a product line are given the same

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brand name. The advantage of individual branding is that each product has a self

image and identity that's unique. This facilitates the positioning process. That

means that there are less Halo-effects and one can position all products differently

without making trade-offs.

Attitude branding

Attitude branding is the choice to represent a larger feeling, which is not

necessarily connected with the product or consumption of the product at all.

Marketing labeled as attitude branding include that of Nike, Starbucks, The Body

Shop, Safeway, and Apple Computer. In the 2000 book, No Logo, attitude

branding is described by Naomi Klein as a "fetish strategy".

"No-brand" branding

Recently a number of companies have successfully pursued "No-Brand" strategies,

examples include the Japanese company Muji, which means "No label, quality

goods" in English. Although there is a distinct Muji brand, Muji products are not

branded. This no-brand strategy means that little is spent on advertisement or

classical marketing and Muji's success is attributed to the word-of-mouth, a simple

shopping experience and the anti-brand movement. Other brands which are thought

to follow a no-brand strategy like Muji, does not brand its products.

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Derived brands

In this case the supplier of a key component, used by a number of suppliers of the

end-product, may wish to guarantee its own position by promoting that component

as a brand in its own right.

Brand development

In terms of existing products, brands may be developed in a number of ways:

Brand extension

The existing strong brand name can be used as a vehicle for new or modified

products; for example, many fashion and designer companies extended brands into

fragrances, shoes and accessories, home textile, home decor, luggage, (sun-)

glasses, furniture, hotels, etc.

Multi-brands

Alternatively, in a market that is fragmented amongst a number of brands a

supplier can choose deliberately to launch totally new brands in apparent

competition with its own existing strong brand (and often with identical product

characteristics); simply to soak up some of the share of the market which will in

any case go to minor brands. The rationale is that having 3 out of 12 brands in such

a market will give a greater overall share than having 1 out of 10 (even if much of

the share of these new brands is taken from the existing one). In its most extreme
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manifestation, a supplier pioneering a new market which it believes will be

particularly attractive may choose immediately to launch a second brand in

competition with its first, in order to pre-empt others entering the

market.Individual brand names naturally allow greater flexibility by permitting a

variety of different products, of differing quality, to be sold without confusing the

consumer's perception of what business the company is in or diluting higher

quality products.

Once again, Procter & Gamble is a leading exponent of this philosophy, running as

many as ten detergent brands in the US market. This also increases the total

number of "facings" it receives on supermarket shelves. Sara Lee, on the other

hand, uses it to keep the very different parts of the business separate — from Sara

Lee cakes through Kiwi polishes to L'Eggs pantyhose.

Small business brands

Branding a small or medium sized business (SME) follows essentially the same

principle a branding larger corporation. The main differences being that small

businesses usually have a smaller market and have less reach than larger brands.

Some people argue that it is not possible to brand a small business, however there

are many examples of small businesses that became very successful due to

branding.

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Own brands and generics

With the emergence of strong retailers the "own brand", a retailer's own branded

product (or service), also emerged as a major factor in the marketplace. Where the

retailer has a particularly strong this "own brand" may be able to compete against

even the strongest brand leaders, and may outperform those products that are not

otherwise strongly branded.

Concerns were raised that such "own brands" might displace all other brands, but

the evidence is that — at least in supermarkets and department stores — consumers

generally expect to see on display something over 50 per cent (and preferably over

60 per cent) of brands other than those of the retailer.

The strength of the retailers has, perhaps, been seen more in the pressure they have

been able to exert on the owners of even the strongest brands (and in particular on

the owners of the weaker third and fourth brands). Relationship marketing has been

applied most often to meet the wishes of such large customers (and indeed has

been demanded by them as recognition of their buying power). Some of the more

active marketers have now also switched to 'category marketing' - in which they

take into account all the needs of a retailer in a product category rather than more

narrowly focusing on their own brand.

At the same time, probably as an outgrowth of consumerism, "generic" (that is,

effectively unbranded goods) have also emerged. These made a positive virtue of

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saving the cost of almost all marketing activities; emphasizing the lack of

advertising and, especially, the plain packaging (which was, however, often simply

a vehicle for a different kind of image)..

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OBJECTIVE

 To understand the consumer behavior and perception about Apollo Tyres

 To assess the relative competitive position of Apollo tyres in the minds of

the consumer and dealers.

 To determine the market share of Apollo tyres in Bareilly.

 To determine the mind share and heart share.

 To compare the performance of major market player with respect to their 4

P’s.

 To determine the positioning strategy.

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SWOT ANALYSIS

STRENGTHS

 Appolo Tyre has already established its brand in the automobile segment in

India and other International markets. It is now the leader in this industry

with majority of market share.

 Appolo Tyre produces low cost, fuel efficient Tyres in India. It has targeted

normal middle class person who is feasible to buy a car for his family. It has

launched Tata Indica, a passenger car in 2013 which became the largest

selling car in the segment 2 years after its launch.

 Appolo Tyre has spread widely across the country. With 3500 touch points,

the company has easy and fast access to its network of dealers, sales,

services and spare parts in almost every areas.

 The company's recent acquisitions of foreign brands has increased its global

presence.

 The human resource of Appolo Tyre is very strong with around 24000

employees.

 Appolo Tyre has its own manufacturing plants in India.

 Their acquisitions play an important role in exchange of knowledge. Since it

has acquired Daewoo and Jaguar Landrover, the company has learnt the

disciplines and work methodology of how the global brands operate, what

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strategy they follow and how do they overcome problems in the business,

their techniques and so on. This is expertise exchange is good and healthy

for an organisation.

 The product portfolio of Appolo Tyre has been enhanced by their

acquisitions and alliances.

 The company has a strong focus and strategy on the management

development for its further expansion and growth as a leader globally.

WEAKNESSES

 The rate of return on Appolo Tyre shares is low which in turn affects its

growth in financial terms amidst investors.

 Appolo Tyre is still behind the technology advancements despite having

large R&D Department in the country. It is still producing Tyres in the old

generation platforms without any additional developments in the engineering

department. Customers expect new technologies which Appolo Tyre fail to

meet. It also affects its competitive advantage over its rivals.

 While most of the other car manufacturers in the country has concentrated

on the luxury car segment, Appolo Tyre remain isolated from luxury car

market which is a disadvantage to the company.

 Appolo Tyre fails to meet the safety and emission standard norms as

regulated by the Society of Indian Automobile Manufacturers (SIAM).

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OPPORTUNITIES

 Since Appolo Tyre has bought one of the world's luxurious car brands

Jaguar and Landrover from Ford Motors officially in 2008 for a whooping

£2.3million(GBP), it has increased its possibility of gaining a substantial

amount of market share in the luxury car segments. These added

acquisitions to Tata's portfolio will certainly gain competitive advantage.

 Appolo Tyre can install additional safety features such as dual air bags to

increase its customer satisfaction levels.

 It should focus strongly on the luxury car segments also.

 Since Appolo Tyres is doing well on the Indian roads and the demand is

rising, the production of Appolo Tyres cars should be increased which

reduces the long waitlists for Appolo Tyres.

THREATS

 Since the other car manufacturers are attracting the customers in terms of

quality and riding comfort they offer, Appolo Tyre should also concentrate

on this aspect failing which results in losing the customers.

 Appolo Tyre have an advantage of being a low-cost producer. If the other

rival companies find those development methods, Tata can no longer have a

competitive advantage.

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 Since the prices of steel and aluminium are rising high, it can pose a major

threat to this low cost producer.

 Though the sales of Appolo Tyre have increased by 1% ending November

2015, absence of safety features and inability to meet the SIAM standards

can heavily impact sales.

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CHAPTER-3
RESEARCH
METHODOLOGY

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RESEARCH METHODOLOGY

Every project work requires research, successful completion of any project

and getting the genuine results from that depends upon the research method used

by the researcher. The whole research process used by us is as follows:-

1. Problem Formulation

2. Research design

3 Sample design

4. Source of data

(a) Primary source of data

(b) Secondary source of data

(c) Collection of data

(d) Analysis of data

(e) Interpretation of data

(f) Project report and writing

Research

Research can be defined as a careful investigation or inquiry especially

through search for new facts in any branch of knowledge. Redman and Mory

defines research as a systematized effort to gain new knowledge.

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Marketing research

Marketing research is the systematic gathering, recording and analysis of

data about marketing problems to facilitate decision-making. Marketing research is

the systematic design, collection, analysis and reporting of data and finding

relevant to a specific marketing situation facing the company.

Type of Market Research

Marketing research is now placed under the control of some staff executive

to provide adequate information to the line of management. In these days of

specialization, various types of marketing research are adopted.

There are five major types of marketing research with several sub types.

1. Marketing performance research

2. Product research

3. Promotion research

4. Distribution research

5. Pricing research

Methods of data collection

The key for useful systems is the selection of the method for collecting data and

linking it to analysis and decision issue of the action to be taken.

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The accuracy of the collected data is of great importance for drawing correct

and valid conclusions from the detailed investigations.

There are two types of data primary and secondary.

1. Primary data: - The primary data are those which are collected a fresh and

for the first time and thus happen to be original in character. There are several

methods of collecting primary data, particularly in survey and descriptive

researches.

Some important methods of collecting primary data are:

a. Observation Method

b. Interview Method

c. Questionnaire

d. Schedules

2. Secondary data: - Secondary data are used means that are already available

i.e. they refer to the data which have already been collected and analyzed by

someone else and which have already been passed through the statistical process.

Secondary data may either be published data or unpublished data.

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COLLECTION OF DATA THROUGH OBSERVATION

We also use this method for the purpose of data collection. In this method

we have taken the sample of 100 vehicle models like INDICA, SENTRO,

WAGONR, TATA SUMO, TOYOTA, ZEN,SCORPIO, BMW, OCTAVIA, JAZZ,

and QUALIS etc (four Wheelers).

Through my personal observation I have observed the tyres used in the

above models and presented them graphically.

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 Aayushi Saxena
B.com (Hons) II nd Year
2017-18

CONSUMER BEHAVIOR & MARKET SHARE OF APOLLO TYRES

Objective: - Analysis of Fitment of APOLLO TYRES by the personal contact,

Interview, questionnaire & fitment survey.

Place: - BAREILLY

Methodology: - The data collected by two methods.

I. Primary data collection.

II. Secondary data collection.

In primary data collection, we have data collect from the personal contact,

interview, schedules and questionnaire. In secondary data, The data are also

available and we have observed through net and company.

UTILITY: - From the collection of data we analyses the consumer behavior &

market share of various brand of Apollo Tyres & take valuable information of tyre

industry.

Results: - The result is divided into the following categories:-

A:-FITMENT SURVEY

o Analysis of Front Tyres.

o Analysis of Rear Tyres

o Over all Analysis (Front + Rear)

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 Aayushi Saxena
B.com (Hons) II nd Year
2017-18

CHAPTER-4
DATA ANALYSIS
AND
INTERPRETATION

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 Aayushi Saxena
B.com (Hons) II nd Year
2017-18

DATA ANALYSIS AND INTERPRETATION

ANALYSIS OF FRONT TYRES

COMPANY NO. OF TYRES % SHARE

BRIDGE STONE 34 17 %

JK 38 19 %

CEAT 16 8%

APOLLO 48 24 %

MRF 56 28 %

OTHERS 2 1%

(Four Wheelers) (200 Tyres)

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 Aayushi Saxena
B.com (Hons) II nd Year
2017-18

GRAPHICAL REPRESENTATION OF MARKET

SHARE IN PASSENGER CAR RADIAL (Four Wheeler Front Tyres)

BAREILLY.

60

50

40
NO. OF TYRES
30
% SHARE
20

10

0
BRIDGE JK CEAT APOLLO GOOD OTHERS
STONE MRF
YEAR

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 Aayushi Saxena
B.com (Hons) II nd Year
2017-18

PERCENTAGE OF TYRES

BRIDGE STONE
3% 1%
JK
17%
28% CEAT
APOLLO
19%
MRF
24% 8% GOOD YEAR
OTHERS

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B.com (Hons) II nd Year
2017-18

ANALYSIS OF REAR TYRES

PASSENGER CAR (Four Wheelers) (200 Tyres)

COMPANY NO. OF TYRES % SHARE

BRIDGE STONE 43 21.5 %

JK 40 20 %

CEAT 12 6%

APOLLO 55 27.5%

MRF 38 19 %

GOOD YEAR 8 4%

OTHERS 4 2%

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 Aayushi Saxena
B.com (Hons) II nd Year
2017-18

GRAPHICAL REPRESENTATION OF MARKET

SHARE IN PASSENGER CAR RADIAL (Four Wheeler Rear Tyres)

BAREILLY

60

50

40
NO. OF TYRES
30
% SHARE
20

10

0
GOOD
BRIDGE JK CEAT APOLLO MRF OTHERS
YEAR
STONE

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 Aayushi Saxena
B.com (Hons) II nd Year
2017-18

PERCENTAGE OF TYRES

2%
4% BRIDGE STONE
21%
19% JK
CEAT

20% APOLLO
28% 6% MRF
GOOD YEAR
OTHERS

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 Aayushi Saxena
B.com (Hons) II nd Year
2017-18

OVER ALL ANALYSIS (FRONT+REAR)

Passenger Car Radial (Four Wheeler) (400 TYRES)

COMPANY NO. OF TYRES % SHARE

BRIDGE STONE 77 19.25 %

JK 78 19.5%

CEAT 28 7%

APOLLO 103 25.75 %

MRF 94 23.5 %

GOOD YEAR 14 3.5 %

OTHERS 6 1.5 %

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 Aayushi Saxena
B.com (Hons) II nd Year
2017-18

GRAPHICAL REPRESENTATION OF MARKET

SHARE IN (Four Wheeler Rear Tyres) BAREILLY

120

100

80
NO. OF TYRES
60
% SHARE
40

20

0
BRIDGE CEAT APOLLO MRF GOOD OTHERS
JK
STONE YEAR

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 Aayushi Saxena
B.com (Hons) II nd Year
2017-18

PERCENTAGE OF TYRES

4% 2%
BRIDGE STONE
19%
23% JK
CEAT
19% APOLLO
26% 7% MRF
GOOD YEAR
OTHERS

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 Aayushi Saxena
B.com (Hons) II nd Year
2017-18

ANALYSIS OF CUSTOMER MEETING AND CAMPAIGN

When we asked about the general rating that customers might give to Apollo

Tyres has whole the feed back that they gave was as follows approx 23% customer

said that Apollo Tyres is excellent and 56% customer said that Apollo Tyres is

very good, 21% customer said that Apollo Tyres is average and know body is said

that Apollo Tyres is below average. The graph below shows the following

information.

60%

50%

40%

30%

20%

10%

0%
Excellent Very Good Average Poor

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 Aayushi Saxena
B.com (Hons) II nd Year
2017-18

When asked about where do most of the customers go for purchasing Apollo Tyres

the feed back that were received from customers are as follows around 75%

customer said that they purchase Apollo Tyres from the exclusive dealer of Apollo

Tyres, 20% customer said that they purchase from MBDs (Multi brand dealer ) so

that they could make a comparison of cost between Apollo and other brands

available and rest 5% customer said that they purchase Apollo Tyres from other

tyres traders the graph below gives better information.

80%

70%

60%

50%

40%

30%

20%

10%

0%
Exclusive Dealers Multi Brand Dealers Other Tyre Dealers

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 Aayushi Saxena
B.com (Hons) II nd Year
2017-18

When asked about how easily customer get Apollo Tyres the response was follows

approx 82% customer said that they get Apollo Tyres very easily whenever they

require them from the nearest dealer and 18% customers said that there is always a

scarcity of the most popular brands of Apollo Tyres Ltd. Such as Aspire, Acelere

Sportz, Acelere, Hawkz and Amazer XL .

The Graph below shows the exact position.

90%
80%
70%
60%
50%
40%
30%
20%
10%
0% Ser
ies
Readily Available 1

Not Readily Available

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 Aayushi Saxena
B.com (Hons) II nd Year
2017-18

% AGE OF SATISFIED AND DISSATISFIED USER OF

APOLLO TYRES

DISSATISFIE
D

SATISFIED

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 Aayushi Saxena
B.com (Hons) II nd Year
2017-18

The 83% customers are fully satisfied with the Apollo Tyres and just 17%

customers are not satisfied with the Apollo Tyres . We met the different customers.

Customer said that the quality of Apollo Tyre is very good. Tyre is very costly but

the performance of Apollo Tyre is better than other tyres. They said that the claim

policy of Apollo Tyre is very good. Several customers are very friendly and the

Co-operate in our work but few customers behaved very rudely. Customers are

happy with the campaign and they said that they gain a lot of knowledge from the

campaign and they said that campaign should be organized continuously in

different area.

These things give us a good experience and obtain good knowledge about

customers attitude.

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 Aayushi Saxena
B.com (Hons) II nd Year
2017-18

CHAPTER-5
CONCLUSION
AND
SUGGESTIONS

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 Aayushi Saxena
B.com (Hons) II nd Year
2017-18

CONCLUSION

1. The market share of Apollo Tyres In Bareilly more then 25.75 % in Four

wheeler Segment(Passenger Car Radial).

2. Approximately 87% customers are satisfied with the Apollo Tyres .

3. Rate of Apollo Tyres are not high against with the other Company tyres.

4. After sale service (Claim) of Apollo Tyres is very good.

5. Approx 82% customer said that they Apollo Tyres very easily whenever they

require them from the nearest dealer.

6. Around 75% customer said that they purchase Apollo Tyres from the

Exclusive dealer of Apollo Tyres Ltd.

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 Aayushi Saxena
B.com (Hons) II nd Year
2017-18

SUGGESTIONS

In our market analysis I found many block hole in marketing strategy and

Apollo product Existing product want some improvement according change of

technology , competition and spread of market.

1. Made heavy duty tyre according demand of customer.

2. Expand its advertisement , emphasis on personal advertisement.

3. Open more outlet in order to insure availability of product (tyre) in

BAREILLY market.

4. Make claim policy easy and give claim on demand.

5. To give more discount and gift in order to competite its competitor

6. Provide facilities to payment in installment.

7. To provide cheaper tyers with advanced quality .

8. To make better study of its competitors strategy for monopoly in

market.

9. Should improve the quality of tyre.

10.Should more focus on security measure .

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B.com (Hons) II nd Year
2017-18

11.Try to make customer more satisfied with their services.

12.Should provide road side assistance.

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 Aayushi Saxena
B.com (Hons) II nd Year
2017-18

BIBLIOGRAPHY

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 Aayushi Saxena
B.com (Hons) II nd Year
2017-18

BIBLIOGRAPHY

BOOKS:

 Philip Kotler -: Marketing Management

 Kothari C.R. -: Research Methodology

 New age international publishers , 2007

 Research Methodology C. R. Kothari

 Advertising D. R. Singh,

R. M. Upadhaya,

R. K. Tandon,

WEBSITES

 http://www.google.com

 www.india-today.com/btoday

 http.www.google.com

 http.www.wekipedia.com

 www.apollotyres.com

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