Dedicated

with regards to my

Parents

ACKNOWLEDGEMENT

The project of such magnitude cannot be accomplished without the assistance

and co-operation of several people. Exchange of ideas generates a new object to

work in a better way. So, whenever a person is helped and co-operation by

others, his heart is bound to pay gratitude and is not merely formalities but an

expression of deep sense of gratitude and cumulative appreciation.

Now first and foremost, I feel highly obliged to Mr. R. K. Sharma, District

Manager: BIRLA Tyres Ltd. Muzaffarpur who got me placed for project

training, which had sent materials, according to my topic for execution in order

to perform the work for preparing this dissertation.

I would like to mention something special about my supervisor Mr. Vipin

Kumar, (Asst. Professor) L.N.Mishra College of Business Management,

Muzaffarpur, and making acknowledgement that without his kind co-operation,

attention, wise guidance and a regular feedback from me, my mission would not

have been fulfilled its milestone. I have not the desired word power to express

my heartiest gratitude regards reverence and indebtness to him.

I also acknowledge with a deep sense of reverence, my gratitude towards of my

parents and member of my family, who has always supported me morally as

well as economically.

[Md. Nishat Alam]

PREFACE

As it is said ............"The theory without practice is lame and practice without

theory is blind." obviously the theory and practice are two facts of same coin, or

in other way theory and practices complementary and supplementary to each

other. And of course these two embody the real knowledge based on the

principle of coming by doing or in pursuit of knowledge these two have become

part and parcel. Here, the practical during summer vacation is of prime to the

Faculty of Management for the purpose of evolution of final (4rth Semester)

examination assist the paper in order to complete in M.B.A. course of the

academic curriculum.

This dissertation imparts a deductive and prescriptive discussion on the duly on

Sales Promotion (with reference to BIRLA Tyres Ltd. Marketing division,

Muzaffarpur) in comprehensible and concise way............ on the basis of the

training, which was done by me in marketing division of BIRLA Tyres Ltd.,

Muzaffarpur. The report has been written for main of marketing as well as the

consumer, Marketing is the lifeblood of any organization to run fast. So

marketing starts right from the time of production. Marketing is nothing but first

to assess the market and then to access the market. The present study is entitled

to the study on Sales Promotion of BIRLA Tyres have been determined.

The whole study has been done to a particular area i.e. Muzaffarpur. Simplicity

is the main feature of this report from beginning to end so that even a non-

marketing man can take advantage of it.

My observation in BIRLA Tyres Ltd. was to treat main, who are the main

Factor of Production among man, machine, materials, money manufacturing

technology with respect and dignity.

It has been endeavor of BIRLA to strive for open channel communication to

keep the bellow member a breast with organization values cultural system,

philosophy and procedures.

Reviews are being done time to time to make the organization good at all fronts

and where building an established carrier is felt with pretty pride.

[Md. Nishat Alam]

CONTENTS

Guide Certificate

Acknowledgement

Preface

TOPIC Page No.

Chapter 01. Introduction to the study

a) Objectives of the Study

b) Scope of the Study

c) Methodology of the Study

d) Limitation of the Study

Chapter 02. Introduction to the Organization

a) History of the Organization

b) Financial Status of the Organization

c) Product Profile

e) Competitors of the Organization

Chapter 03. Organizational Structure of BIRLA Tyres Ltd. at

Muzaffarpur.

Chapter 04. A Theoretical Aspect of Brand Image with respect to

Price Leadership.

Chapter 05. Data Analysis and Interpretation

Chapter 06. Conclusions & Suggestions

Questionnaire

Bibliography

Introduction to the study

a) Objectives of the Study

b) Scope of the Study

c) Methodology of the Study

d) Limitation of the Study

Chapter 1

Introduction to the Study

As a part of academic curriculums in partial fulfillment of "Master of

Business Administration" the trainee has done this summer project in the

marketing division of BIRLA TYRES LTD. Muzaffarpur. The introduction

as well as completion of the study is STUDY OF BRAND IMAGE with

respect to Price Leadership for BIRLA L.C.V. & S.C.V Tyres, at

Muzaffarpur.

The study centered to take strategic decisions in support of BIRLA

TYRES in the field of marketing. The main scope of this study is to ascertain

various methods to increase the sales volume of the concern. The method

includes regular product information to the buyers, creating a brand position in

the market and taking measures to make the brand remain in its position. One of

the important aspects of this study is also to increase the market segment for the

products.

(a) Objective of the Study:-

Such a study is part of my curriculum to complete management Studies, I have

to complete this part also. So while taking part in the practical exposure by

joining BIRLA Tyres Limited for six weeks training. I am fulfilling the

objectives of my curriculum.

During this practical exposure of Six Weeks. I have collected some

important information for (about) BIRLA Tyers ltd. at Muzaffarpur. This is

important of management. This increase penetrability in the market. In any

marketing job this forms one of the important tools and therefore to know the

utility of such a tool is definitely one of the important aims of this study.

The main objective of study is to present conclusion and necessary

suggestions regarding consumer awareness relating to BIRLA Tyres.

The purpose of the study is to explore the market of BIRLA Tyres Ltd.

and betterment of its Sale.

The objective of study is to describe the unique characteristics of BIRLA

Tyres in Comparison to others.

To collect the information and their attitude from Tyres customers.

To know the awareness level of customers of BIRLA Tyres specially.

To collect their ideas about future purchasing of BIRLA Tyres.

The objective of the study is to develop sound inter personal relation to

get maximum output both customer and producer of BIRLA Tyres.

To know the latest grievance of Customers.

b) Scope of the Study

The scope of marketing research can be pointed out by a single word,

"Consumer Preference". It can be termed as the balance wheel as the marketing

system which harmonies the study and demand factors.

Marketing survey has wide scope and covers all aspects of marketing.

Broadly its scope can be classified in the following categories :-

It is concerned with product of BIRLA Tyres.

It is concerned with Sales and Distribution of BIRLA Tyres.

Research on Promotional Policies of BIRLA Tyres

Research on pricing of BIRLA Tyres.

Business Economics Research of BIRLA Tyres

It is concerned with Buying behaviour of BIRLA Tyres.

Last but not the least Brand Image of BIRLA in market

c) Methodology of the Study

During the entire study, methods were followed which were found to be most

important :-

i) Personal Discussion :-

A lot of information on the subject, which were well known to the

different departments and branches of the company, were prevalent.

Academic went to these depts. And branches together, these information

from their respective heads.

ii) Documentary Observations :-

Secondary sources like books, journals published and unpublished

materials from different departments of the company were consulted.

iii) Field Observation :-

During the training period I visited Muzaffarpur market being sent by

BIRLA Tyres Ltd. Muzaffarpur to observe how the marketing operations

were being performed there.

The marketing strategies and operations are closely observed for all these

information I visited retailers dealers and as well as consumers to assess the

present market situation of the product of BIRLA TYRES LTD.

(D) Limitation Of The Study

In Summer Project this study has some limitations when I joined the company

that time DM was too much busy with his own assignments as it was the period

where market was witnessing a lot dynamic changes like :- (i) Unusual price

increase like 8-10% in last 3 months.

(ii) All of a sudden underload restriction was imposed by the Govt. of Bihar

e.g. Golden Card (which was a govt. authorised taken for overload) was

withdrawn for transporters.

Under these circumstances or critical situations I face difficulties which may

affect my report directly or indirectly.

INTRODUCTION TO THE ORGANIZATION

a) History of the Organization

b) Financial Status of the Organization

c) Product Profile

d) Competitors of the Organization

Chapter 2

INTRODUCTION TO THE ORGANIZATION

a) History of the Organization

BIRLA Tyres straddles the Indian tyre industry much like the Greek Sun God

BIRLA's four horse-drawn chariot races across the vast expanse of the sky,

symbolising the creation of light, hence knowledge and truth. And like the

Greek charioteer, BIRLA Tyres has stood the test of time on the four pillars of

vision, integrity, quality and sheer determination.

The history of BIRLA Tyres dates back to 1974 when it was incorporated as a

company in Cochin, Kerala through the purchase of a licence from the Ruby

Rubber Works. Cochin by Mr. Mathew T. Marattukalam, Jacob Thomas and his

associates. In 1976, the company was taken over by Dr. Raunaq Singh. BIRLA's

first manufacturing facility (often referred to as the 'mother plant') is in

Perambra, Cochin where production commenced in 1977 with an installed

capacity of 420,000 each of tyres and tubes.

The first 20 years of the company's existence were not easy. Those were times

when licences and quotas ruled the world of manufacturing in a market

dominated by multinational companies with access to technology and

machinery and deep pockets.

Therefore, soon after its inception, due to the huge investments required,

BIRLA wiped out its net worth and became a BIFR company during the

Emergency years. However, BIRLA Tyres was returned to its owners during the

Janata Government.

BIRLA then used to make the entire gamut of tyres required for scooters,

bicycles, trucks and cars. However, the then core team, led by Onkar Singh

Kanwar, realized that to make an impact in the market and become financially

viable it had to become a dominant player in the commercial vehicles segment.

At the time, Modi Tyres had an overwhelming market share and reputation.

Extensive on-ground research by the team allowed it to understand the areas in

which BIRLA could make an impact.

The philosophy then was 'one product fits all', where regardless of the kind of

usage, the tyres truckers fitted on their vehicles were the same. Team BIRLA

decided to known as the 'overload' segment and produce tyres which could

withstand the extra load the vehicles were made to carry, while providing

drivers with the crucial safety net. It was a tyre called the Hercules which was

the first of its kind. Later, products like Amar, Loadstar and XT-7, XT-9 and

XT-9 Gold were introduced, products still enjoy consumer validation. In fact,

XT-9 is the only tyre in India to have sold more than one crore units, providing

the superiority of the product.

In later years, there have been many such first in BIRLA's cap. Apart from

enjoying the distinction of being the first tyre company to segment the market

on the basis of load and mileage requirements, it has been the first to introduce

packaging for car tyres and tubes and also the very first Indian company to

introduce farm radial tyres. n other innovative moves, BIRLA is the first tyre

company to run customer loyalty and awareness programmes to enable them to

derive optimal benefits from their BIRLA farm tyres, and also the first to launch

exclusive rural retail stores 'BIRLA Tyre World' for truck tyres. BIRLA tyres

Ltd. has another first to its credit being the first Tyre Manufacturing Company

Worldwide to be certified for B7799 given for information security of IT

systems. Another landmark has been the successful implementation of SAP

across the organisation for better results and productivity.

"People deliver innovation

Innovations deliver success

A few of the differences our people made"

First Indian tyre company to launch exclusive branded outlets -- BIRLA Tyre

World -- for truck tyres

First Indian tyre company to segment the market on the basis of load and

mileage requirements

First Indian tyre company to introduce packaging for car and two-wheeler

tyres and tubes

First Indian tyre company to run a customer loyalty programme

First Indian tyre company to introduce radial tyres for the farm category

First tyre company in India to obtain ISO Certification for all its operations

First Indian tyre company to produce H, V and W-speed rated tubeless tyres

First Indian tyre company to run HIV-AIDS awareness and prevention clinics

for the trucking community

First Indian tyre company to support the creation of an Emergency Medical

Service in an Indian city

First Indian tyre company to execute an overseas acquisition

First Indian tyre company to reach a revenue of over US$ 1 billion

1975 Inception

1975 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, Maharashtra)

2000 Exclusive radial capacity established in Limda

2000 Established BIRLA Tyres Health Care Clinic for HIV-AIDS awareness

and prevention in Sanjay Gandhi Transport Nagar, Delhi

2003 Expansion of passenger car radial capacity to 6,600 tyres/day

2004 Production of India 's first H-speed rated tubeless passenger car radial

tyres

2004 Support in setting up India 's first Emergency Medical Service in Baroda ,

Gujarat

2005 BIRLA Tyres Health Care Clinics in Udaipur in Rajasthan and Kanpur in

Uttar Pradesh

2006 Expansion of passenger car radial capacity to 10,000 tyres/day

2006 Expansion of passenger car range to include 4x4 and all-terrain tyres

2006 Acquired Dunlop Tyres International in South Africa and Zimbabwe

2006 Opening of BIRLA Tyres Health Care Clinic in Ukkadam, Tamil Nadu

2006 Launch of DuraTread, treading material and solutions

2006 Launch of India's first range of ultra-high performance V and W-speed

rated tyres

2007 Launch of Regal truck and bus radial tyres

2007 Launch of DuraTyre, retreaded tyres from BIRLA

2007 Launch of the BIRLA Tennis Initiative and Mission 2018

The Future

At BIRLA Tyres, they believe in being in control of their destiny. They set

ambitious targets and believe in stretching themselves to outperform them.

Therefore, the leadership position in the Indian market notwithstanding, BIRLA

is now set to look overseas for new challenges. Nearly all initiatives being taken

at this point in time are geared to fuel this ambition.

At home and abroad, BIRLA is looking to not only consolidate its leadership

position in various segments through newer, high technology products but also

through consistent organic and inorganic growth opportunities, in tyres and

allied products. Becoming a leader in the passenger car tyre segment is a

priority as is the export of passenger car radials. If the company continues to

grow at the current pace, BIRLA expected to reach the US$1 billion mark in

less than five years. Continuous focus on cost control and operating efficiency

remains the hallmark of the company.

Adding to all this is the fact that radialisation in India is throwing up fresh

opportunities, as is the boom in road infrastructure and the completion of the

Golden Quadrilateral and the North-South-East-West corridor. Therefore the

future is optimistic with promises of a virtuous cycle of growth.

BIRLA has three tyre manufacturing facilities and one unit for the production of

tubes and flaps in four locations based in West and South India. BIRLA

endeavour has been to have the widest spread of sales and regional offices,

along with stock points at locations which allow for maximum customer reach

and efficient supply chain management. BIRLA dealer or business partners are

also chosen with great care. BIRLA's products are sold through a combination

of outlets ranging from exclusive dealerships to multi-brand and branded retail

outlets.

The continuous upgradation of dealer knowledge is in BIRLA's interest and

therefore their training is undertaken by the company. With a dedicated field

sales, technical and commercial force of 600, we feel that we are best positioned

to meet the customer specific needs.

Research and Development for BIRLA Tyres

The state-of-the-art Research & Development Centre had its birth at Perambra,

Cochin and later on, it has grown to a substantial height and stature at its present

location at Limda, Baroda. From the hour of inception, its goal has been to

foster development and promote the evolution of new technologies in the field

of Tyre Science & Technology. Recently company has tie ups with IIT's &

IIM's for Rubber Technologies.

All the activities of the centre are extensively supported by a series of highly

sophisticated equipment, which help the research scientists develop products as

per customers' specific requirements.

We have the facilities and expertise for:

Development of compounds for improved performance

Raw material development

Analytical research

Reverse engineering

Advanced design using CAD

FEA modeling of tyres

Simulation testing of the designed product

Product validity & reliability studies

The different activities of the centre are being executed by a pool of specialists

from the arena of Polymer Science, Rubber Technology, Inorganic & Organic

Chemistry, Textile Technology, Physics and Mathematics. Through a

synergistic blend of knowledge, experience and hard work, this

multidisciplinary team of scientists are devoted to lead the organisation towards

an outstanding level of success. Currently, the centre is aiming for further

growth and is exploring unchartered areas of research in the field of Tyre

Technology that will provide BIRLA Tyres the edge in today's ultra-competitive

global market scenario.

(b) Financial Status of the Organization

OPERATING FINANCIAL HIGHLIGHTS

(c) Product Profile

Delivers premium mileage with enhanced comfort Excellent traction in both wet and dry conditions Strong steel belts stabilise tread for high mileage

  Technical Details

Ideal for moderate load applications Excellent traction for both on/off-road applications Strong steel belt with flexible sidewall for longer tyre life

  Technical Details

 

Reinforced radial construction for long life Light truck construction for moderate loads Good traction on highway terrain

  Technical Details

 

More tread rubber mass delivers high mileage Dual-bead construction for heavy load applications Very strong casing allows higher load-carrying and multiple retreads

  Technical Details

Technical Details

Reinforced bead for better load-carrying capacity

Cap and base construction for higher mileage Cooler-running tyre for improved life and multiple retreads

  Technical Details

special casing design with dual beads for heavy-load applications Optimised shoulder mass ensures cooler running and improved performance

High mileage in normal load applications Cooler-running tyre ensures long life and more retreads

  Technical Details

Extra deep tread with cooler running for high mileage Superior cut-resistant tread compound ensures smooth wear and high casing     value

  Technical Details

 

Superior cut-resistant tread compound ensures longer life and maximum     casing value Stronger casing for high loads and multiple retreads

  Technical Details

Designed for highway applications with excellent traction in wet and dry     conditions Provides good cornering and braking Design material provides longer life and wear-resistance

  Technical Details

Excellent road grip and traction Designed for strength Reinforced casing and material ensures longer life and multiple retreadability

  Technical Details

Unique design provides extra power and resistance to cuts and cracks Reinforced casing for high retredability and high mileage Provides excellent road grip and traction

  Technical Details

Performs well on both-carrying capacity Higher load-carrying capacity Excellent casing for multiple retreads

  Technical Details

Strong casing with stronger beads allows higher load-carrying capacity Cooler running ensures minimal failures Strong carcass for multiple retreads

  Technical Details

LUG

Over Load Technology

Loadstar Super

 Key Features :

Load capability

Cut Resistance

Low failures

Casing Value

 Cargo :

Sand/Stone chips Marble/Granite

Ores/coal Steel & iron

Wood

Loadstar Super Gold

 Key Features :

Load capability

Cut Resistance

Low failures

Casing Value

 Cargo :

Sand/Stone chips Marble/Granite

Ores/coal Steel & iron

Wood

Load & Mileage Technology

XT-7

 Key Features :

Durable/Mileage

Load carrying capacity.

Less down time

Cut resistance

Casing value

 Cargo :

Cement Frozen food

Agri products Aluminium/ Copper

Auto spares Potatoes

Textiles    

Range...

XT-7 Haulug

 Key Features :

Durable/Mileage

Load carrying capacity.

Less down time

Cut resistance

Casing value

 Cargo :

Cement Frozen food

Agri products Aluminium/ Copper

Auto spares Potatoes

Textiles    

XT-7 Gold

 Key Features :

Durable/Mileage

Load carrying capacity.

Less down time

Cut resistance

Casing value

 Cargo :

Cement Frozen food

Agri products Aluminium/ Copper

Auto spares Potatoes

Textiles  

Premium Mileage Technology

XT-9

 Key Features :

High Mileage

Very Low failures

Casing Value

Retreadibility

Price

 Cargo :

Veg & fruits FMCG Goods

White goods Paper goods

Sundry Cargo Sea Food

Chemicals/Fertilizers    

XT-9 Gold

 Key Features :

High Mileage

Very Low failures

Casing Value

Retreadibility

Price

 Cargo :

Veg & fruits FMCG Goods

White goods Paper goods

Sundry Cargo Sea Food

Chemicals/Fertilizers  

Regular Mileage Technology

Champion

 Key Features :

Optimum Mileage

Retreadability

Price

 Cargo :

Vehicle carrier Parcel Services

Petroleum products LPG Cylinders

Live stock

Range...

Champion DXL

 Key Features :

 Optimum Mileage

 Economic in Price

 Better Casing Value

 Cargo :

 Bus Passengers

 Live & Stocks/Chicken

feeds/Chicken

 

Champion Gold

 Key Features :

Optimum Mileage

Retreadability

Price

 Cargo :

Vehicle carrier Parcel Services

Petroleum

productsLPG Cylinders

Live stock

RIB

Load & Mileage Technology

Amar

Low failures

Durable/Mileage

Cut resistance

Casing value

Cargo

Veg & fruits FMCG Goods

White goods Paper goods

Sundry Cargo Sea Food

Chemicals/Fertilizers    

Amar Deluxe

Low failures

Durable/Mileage

Cut resistance

Casing value

Cargo

Veg & fruits FMCG Goods

White goods Paper goods

Sundry Cargo Sea Food

Chemicals/Fertilizers    

Premium Mileage Technology

Amar Gold

Low failures

Durable/Mileage

Cut resistance

Casing value

Cargo

Veg & fruits FMCG Goods

White goods Paper goods

Sundry Cargo Sea Food

Chemicals/Fertilizers    

Regular Mileage Technology

Amar AT Rib

Low failures

Durable/Mileage

Cut resistance

Casing value

Cargo

Veg & fruits FMCG Goods

White goods Paper goods

Sundry Cargo Sea Food

Chemicals/Fertilizers    

(d) Competitors of the Organization

List of competitors

CEATMRF

DUNLOPBRIDGESTONE

J.K.Tyre

BIRLAGOODYEAR

OTHERS

ORGANIZATIONAL STRUCTURE OF BIRLA Tyres Ltd.

ORGANIZATIONAL STRUCTURE OF BIRLA Tyres Ltd.

(Head, Zonal Heads and Divisional Heads)

Chapter 2

NATIONAL SALES ORGANIZATION CHART

IT

NSH

DIV.M

SM

RM

DM

ZM

DCI

NCH

RCI

ZCM

SCI

DCM

JCO

NTH

TE/PSE→DM

STSM→RM/SM

RTSM

A THEORETICAL ASPECT OF BRAND IMAGE WITH

RESPECT TO PRICE LEADERSHIP

Chapter 3

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".

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.

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 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 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

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

"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 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.

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 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.

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 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)..

**********

DATA ANALYSIS AND INTERPRETATION

Chapter 4

DATA ANALYSIS AND INTERPRETATION

Due to rapid changes in Technology, Competitor and Consumer preferences a

company can not to stick solely with its existing products and services.

Customers want the new and improved product that comes about competitor. A

company may obtain new product development in company's own research and

development. To serve this purpose "BIRLA Tyres" has Research and

development department which develops new products as per the demand of the

market. To improvise this products or services they collects information from

the research person about their competitors products.

BIRLA Tyres is the largest tyre manufacturing company in India. It provides

good tyres to their customers.

My extensive survey is based on questionnaire having closed ended questions

given by the organization "BIRLA Tyres". During conducting survey views of

the customers who have heavy motor vehicle presently. The sample size was 65

from the Vehicle owner, and large number of fitment survey. Main view was

given to know the satisfaction/dissatisfaction of the customer who are presently

using Tyres from their existing company as well as what is their main

expectation from BIRLA Tyres.

QUESTIONNAIR BASED FEEDBACK

1. Which Brand of Tyres you use in Lug Pattern ?

Company Name No. of Respondents

BIRLA 60

MRF 50

J.K. 35

Ceat 25

Birla 20

Others 10

2. Which Brand you use in RIB Pattern ?

Company Name No. of Respondents

BIRLA 60

MRF 50

J.K. 35

Ceat 25

Birla 20

Others 10

3. In case of BIRLA, rank the following ?

Company Name Ranking Percentage

Quality 1 52%

Mileage 2 25%

Retred ability 3 10%

Claim Settlement 4 8%

Price 5 5%

4. In case of other Brand what is the reason for choosing

other brand ?

Reason No. of Respondents

Price Sensitivity 65

Mileage 55

Service (after sale) 45

Credit 35

5. Have you heard 2 days "Claim Samadhan" by BIRLA ?

No. of Respondents

yes 150

No 50

6. Your Purchase on :

No. of Respondents

Cash 50

Credit 50

Both 100

7. Does Company's Dealer help in choosing the Brand as

per your requirement ?

No. of Respondents

Yes 50

No 100

Both 50

8. Following table shows Market share of different company in

Muzaffarpur.

Company Name Sales Tyres %

BIRLA 104 52%

MRF 50 25%

J.K. 20 10%

Ceat 16 8%

Birla 10 5%

Total 200 100%

MARKET SHARE OF AS PER FITTMENT SURVEY

Company Name Fitted Tyres % Share

BIRLA 200 50%

MRF 98 24.50%

J.K. 35 8.75%

Ceat 19 5%

Birla 18 4.50%

Other 30 7.50%

Total 400 100%

MARKET SHARE AS PER FITTMENT SURVEYINLOCAL

MARKET FOR LUG

Company Name LUG % Share in lug tyres

BIRLA 100 50%

MRF 50 25%

J.K. 20 10%

Ceat 10 5%

Birla 10 5%

Other 10 5%

Total 200 100%

MARKET SHARE AS PER FITTMENT SURVEYINLOCAL

MARKET FOR RIB TYRE

Company Name RIB % Share in lug tyres

BIRLA 100 50%

MRF 48 24%

J.K. 15 7.5%

Ceat 9 4.5%

Birla 8 4%

Other 20 10%

Total 200 100%

Conclusion & Suggestions

References

Appendices

Chapter 6

Conclusion & Suggestions

Conclusion

After conducting six weeks survey at Muzaffarpur I have reached these

conclusion.

BIRLA tyre is the market leader in the LCV&SCV segment followed by

MRF, J.K., Birls, Ceat.

BIRLA Tyres brand XT-7 and Amar are market leader at Muzaffarpur

Urban and Rural Area.

XT-7 is Lug tyres and Amar RIB tyres, Most of the customers are

satisfied with the performance of both tyres.

Appox 70% customers have positive and 30% customers have negative

attitude in support of preference of BIRLA tyre at Muzaffarpur.

Customer's awareness level is better at Muzaffarpur area.

BIRLA tyres is the first tyre company which has launched new scheme to

solve the claim within 2 days.

Most of the customers are unsatisfied with this scheme. Because dealers

do not provide them this type of facility at their disposal.

Suggestions :-

The suggestions from the consumers to the tyre company are following.

Some consumer are unsatisfied with the price because competitors

product price are less than BIRLA, So company should pay attention in

their mind on price.

Company should provide more mileage of tyres because overloading has

been imposed by the government.

Company should provide credit facility because customer demands this

type of facility.

The problem of BIRLA consumers are lack of adequate promotional

schemes. Dealers don't provide adequate information in the support of the

BIRLA brands. They see their margin of profit alone.

Some schemes should be provided by company. It is good technique for

sales promotions.

Company should give special attention after sales service of their

customers.

REFERENCES

Marketing Management - Kotler Philip

Statistical Investigation - Gupta B.N.

Monitoring the competition - Leonard. M. Fuld

Consumer behavior and action - Assel Henry

Magazines and Reports

Business World

Business India

Advertising Marketing

www.BIRLAtyres.com

Questionnaire

(1) Name of respondent: ......................................................................

(2) Address : ..............................................................................................

..............................................................................................................

(3) Contact No. : .......................................................................................

(4) How many vehicle you have (LCV/SCV) ?

(a) 1 (b) 2 (c) 3

(d) 4 (e) above 4

(5) Which Brand of tyres you use in Lug Pattern ?

(a) BIRLA (b) MRF (c) J.K.

(d) Ceat (e) Birla (f) Others

(6) Which Brand you use in Rib Pattern ?

(a) BIRLA (b) MRF (c) J.K.

(d) Ceat (e) Birla

(7) In case of BIRLA, rank the following according to priority :-

a) Mileage ............................

b) Price ............................

c) Quality ............................

d) Retread ability .........................

e) Claim Settlement .....................

(8) In case other brand what is the co region for choosing other brand

a) ................................... b) ......................................

c) ....................................... d) .......................................

(9) Have you heard 2 days "Claim Settlement" by BIRLA.

(a) Yes (b) No

(10) Your Purchase on :

a) Cash b) Credit c) Both

(11) Does Company's Dealer help in choosing the Brand as per your

requirement?

(a) Yes (b) No

(12) In case of not using BIRLA Brand reason for it.

a)

b)

c)

d)