Indian Tyre Industry

Presented by:
Gourab Sanyal
Jaskaran Singh
Snigdha Patra
Sweta Jhunjhunwala
Vishal Singh

Agenda
Overview of Indian Tyre Industry
Segmentation of the Industry
Prominent B2C and B2B Brands
Ways of Segmentation and their Prominent Brands
Segmentation in B2B
B2B Buying Behaviour
Marketing Mix
SWOT Analysis of MRF Tyres
Recommendations

Overview of Indian Tyre Industry

Market Share of Tyre Industry(%)
Others; 12%
Apollo Tyres; 20%

Birla Tyres; 7%

Goodyear; 3%

JK Tyres; 14%

TVS Srichakra; 4%
MRF; 28%
CEAT; 12%

Source- Annual Reports of the companies

Segmentation of the Industry

Segmentation(%)
Export; 6%

Replacement Market; 48%

OEMs; 46%

Replace
ment
Market
OEMs
Export

B2B = OEMs + 49% of Exports = 49%

B2C = Replacement Market + 51% of Exports = 51%
Source- Automotive Tyre Manufacturers Association
(ATMA)

Prominent B2C and B2B brands

MCWG

B2C

ZAPPER
NYLO GRIP
TERMINATOR

B2B

TERMINATOR
WANDERER
ZIGMA

LMV

B2C

ACELERE
AMAZER
UX1
ZVTV

B2B

ACELERE
ULTIMA NXT
ZEC

Source: Annual Reports of the companies and Dealers and

Distributors

HMV

B2C

BT 112
SUPER MAX

B2B

HCL
SUPER LUG
XT7

Ways of Segmentation

PRICING

TYPES
SEGMENTATI
ON

Source: Official websites of

BENEFITS

USAGE

Types
Overall Industry

Commercial
vehicles and buses
(73%)

Passenger
vehicles tyres
(23%)

MHCV LCV Tractor

(55%) (8%) (10%) Cars/MUVS Two-wheelers
(11%)
(12%)
Source: Official websites of

Others
(4%)

Prominent Brands
Types
`MHCV:
MRF: WANDERER, ZV2K
CEAT: MILAZE, RHINO

TRACTOR:
MRF: SHAKTI SUPER,
MITAS: MITAS RD 02
JK TYRES: JK SONA

LCV:
APOLLO:ACELERE, AMAZER
JK TYRES: ULTIMA NXT, UXI
PASSENGER CAR:
JK TYRES: ULTIMA XP,
TORNADO
MRF TYRES: SUPER MAX,
SUPER LUG REVZ
Source: Official websites of

TWO-WHEELERS:
MRF TYRES: ZAPPER,
NYLOGRIP
TVS TYRES: TERMINATOR

Pricing

HIGH
Rs.16000Rs.22000

Source: Official websites of

MEDIUM
Rs.10000Rs.16000

LOW
Rs.10000
BELOW

Prominent Brands
Pricing

HIGH
CEAT: ANMOL, CZAR
MRF TYRES: Z SERIES, WANDERER
APOLLO: ASPIRE

MEDIUM
BF GOODRICH: ACTIVAN, G-FORCE
PROFILERFORT CONTACT
KLEBER: HYDRAXER, VIAXER
LOW
BIRLA TYRES: BT 112, BT ULTRA
CONTINENTAL: CONTI CROSS
CONTACT, CONTI COMFORT CONTACT
TVS TYRES: BADSHAH, LUG
Source: Official websites of

Usage
Touring
Tyres

Source: Official websites of

Sports
Tyres

Economy
Tyres

Prominent Brands
Usage
TOURING TYRES
CONTINENTAL: CONTINENTAL PURE CONTACT, CONTINENTAL
PREMIUM CONTACT
GOODYEAR: GOODYEAR EXCELLENCE & GOODYEAR DURAGRIP
SPORTS TYRES
MICHELIN: MICHELIN LATITUDE SPORT &
MICHELIN DIAMARIS
ECONOMY TYRES
MRF TYRES: SUPER LUG REVZ
TVS TYRES: LUG
BIRLA TYRES: BT 112, BT
ULTRA
Source: Official websites of

Benefits
All Season
Tyres

Performance
Tyres

Snow and
Mud Tyres
All Terrain
Tyres
Source: Official websites of

Mud Tyres

Prominent Brands
Benefits
Performance Tyres
MRF TYRES:ZSERIES, WANDERER
CONTINENTAL:CONTIFORCE
CONTACT, SPORT CONTACT

All Season Tyres

BRIDGESTONE: ECOPIA EP422,
TURANZA SERENITY PLUS
CONTINENTAL: ECO CONTACT, PRO
CONTACT

All- terrain tyres

CEAT: MILAZE, RHINO
MICHELIN: MICHELIN
CROSS TERRAIN
Snow and Mud tyres
GOODYEAR: GOODYEAR
ULTRAGRIP 8 PERFORMANCE,
GOODYEAR ULTRAGRIP 7 PLUS
CEAT: CEAT ARTIC 3, CEAT
FORMULA WINTER

Mud tyres
MRF: SHAKTI SUPER
MITAS: MITAS RD 02
JK TYRES: JK SONA
Source: Official websites of

Segmentation in B2B
Category

Segment-wise Percentage
supply
(as % of Total Production)
B2C
B2B

Truck/Bus

80

20

Passenger Car/ Jeep

55

45

LCV

54

46

Tractor Front

59

41

Tractor Rear

38

62

Scooter / Moped

40

60

Motor Cycle

41

59

Source- Automotive Tyre Manufacturers Association

B2B Buying Behaviour

Purchase decisions are performance based and rationale
Technical Expertise
Price

Source: Expert Interview

MRF Tyres- Tyres with muscles

Marketing Mix
Product
MRF TYRES
NYLO GRIP
SUPER MAX
ZAPPER

APOLLO TYRES
ACELERE
AMAZER
ASPIRE

CEAT
HCL
MILAZE
RHINO

JK TYRES
ULTIMA NXT
UX1
ELANZO NXT

Source: Official websites of

Price

Source: Official websites of

Promotion
MRF TYRES

APOLLO
TYRES

CEAT

JK TYRES

TAGLINE

Tyres with
muscles

Go The Distance

Born Tough

The tyre that

never tires

ADVERTISING
STRATEGY

Ads at Petrol
Campaigns
Pump, Car and
attracting youth
Bike Showrooms

BRAND
Gautam Gambhir Mahesh Bhupati
AMBASSADOR
&
Radek Stepanek

Source: Official websites of

Focus on youth
Ads by
through seminars multimedia and
and campaigns
prints

Irfan Khan

Armaan Ebrahim

Tie-ups
Tie-ups of MRF Tyres with
Maruti
Mahindra and Mahindra
TATA Motors
General Motors
Tie-ups of CEAT Tyres with
TATA Motors
Mahindra and Mahindra
L&T
Hero Honda

Source: Official websites of

Tie-ups of APOLLO Tyres with

Audi
Fiat
GM
Hyundai

Positioning for B2B Institutions

Product
HCV & LCV tyres.
Passenger Cars & 2-wheelers tyres.
Promotion
MRF promotes its tyres as tough,reliable and high endurance
for Truck & Bus manufacturers.
It promotes its tyres for passenger cars and 2-wheelers as
high quality and high performance tyre manufacturer.
MRF uses pull marketing strategy for its dealers.
Price
List price for standard products.
Competitive Bidding and Negotiated Prices.
Source: Expert

SWOT Analysis of MRF Tyres

STRENGTHS

Improved capacity utilization and

overall cost efficiency.
Reliability and Durability.
Product Innovation.
Customer focus.
Strong distribution network.
High importance to R&D and
conservation of energy.

WEAKNESS

OPPORTUNITIE
S

THREATS

Existing and potential growth of

automobile industry.
Governments focus on
development and infrastructure.
Reduction in interest of loans.
Change in the tyre patterns of
commercial vehicles from bias to
radial patterns.

Volatility in industrial relation.

Rising Rubber Price.

Volatility of prices of rubber and

crude oil.
Steep inflow of inferior Chinese
tyres.
Low liquidity and high interest
costs.
Source: Expert

Recommendations
Focusing on increase in production at par with the growing
automobile industry
Increasing acquisitions and accelerating its franchise
programs worldwide
Tackling competition from the Chinese market through dealer

push
Spending more on advertisement and promotion through
safety videos
Enabling huge investment in R & D
Introduction of new variants like cycle tyres

Thankyou