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Executive Summary

The Indian Tyre industry has been witnessing tremendous growth for the past few years on

account of growth in automobiles demand, especially in passenger vehicles and two-wheeler

segments. In fact, availability of raw material (natural rubber) and ultramodern production

facilities has led the country to emerge as one of the worlds most competitive Tyre markets.

Driven by the strong demand in automobile OEM sector and replacement market, the India

tyre industry has been witnessing stupendous growth from since the last two fiscal years.

Our study also finds out how Tyre manufacturers are coming up with new technologies to

provide customers with better products and services. The concept of green Tyres is

becoming a paradigm of the countrys competitive edge. Technologies like run flat Tyre

(RFT) by Bridgestone are paving the way in Indian market. This new category of Tyres is

now being widely accepted in India

If we look through the graph of Tyre industry, we will find, there is a lot cut throat competition

going on in the market. The turnover of the Indian Tyre industry has exceeded about Rs.43000

crore and it plays a very important role in the economic development of the country this

includes the foreign players in Indian ground i.e. Bridgestone, the largest Tyre company in

the world.

Since it is felt that this top multi-national company will be in great trouble as comparison to

domestic tyre manufacturer. In spite of the hurdles faced Bridgestone India Pvt. Ltd.it is trying

to be in the heart of the consumers so as to capture the biggest part of the market segment of

the India.

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As a Part of my Training Program, the Bridgestone India Pvt. Ltd. gave a project, to do market

survey of dealers associated with car passenger tyres and truck Segment. The main motto was

to know the Market Potential of Bridgestone Tyre in Jaipur with the help of fitment survey of

Passenger Car and Truck and also know about the Satisfaction level of Dealers & OEM with

the help of Interviewing Method & Questionnaire.

Through My Study I also can know about the dealers requirement as well as the customers

requirement. The preference of customers, dealers awareness towards company, the monthly

off take by Bridgestone and others compared to other Players, these all can be calculated by

the marketing research.

To collect Dealers views about the Product is very important as Dealer plays as a link

between producer and customer. So whatever feedback given by them is very crucial for

companys decision making. So we also given a task to collect the feedback from Dealers.

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Introduction Bridgestone Corporation is a multinational auto and truck parts manufacturer founded in

1931 in Japan. Bridgestone, 1st World largest Tyre manufacturer, is a truly global

enterprise and an undisputed world number one brand in both name and substance is in

the business of manufacture and sale of tyres since 1931 with 85 years of experience

with its presence in more than 150 nations worldwide.

Bridgestone India Pvt Ltd, a part of Bridgestone Corporation, Japan is one of the leading

manufacturers of tyres in India. The abundant support of its customers coupled with

consistent quality products has added to its success. Sharing an equal Passion for

Excellence with joint venture with Bridgestone Corporation, Japan.

First plant was commenced in 1998 at Segore, Madhya Pradesh, India with the latest

technology from Bridgestone Japan. Bridgestone has come a long way and has

established themselves as a leader in Radial Tyres used for Passenger Cars in India and

has become one of the preferred OEM suppliers to major car manufacturers in India.

Company launched second manufacturing plant at Chakan Pune, Maharashtra two year

ago.

Bridgestone, in a stint of 18 years in India has grown to tremendous heights. It has

become one of the major suppliers to almost all the reputed car-manufacturing

companies in India. Quality has always been a premium at Bridgestone and the strict

standards followed, are certified by the world's leading authority in quality certifications.

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In the past decade India has seen a tremendous growth in the automobile segment.

Bridgestone has been able to spearhead its contribution in this booming passenger car

market and has become one of the preferred OEM suppliers to major car manufacturers

in India.

With a vast network of more than 3000 dealers spread across India, efforts are being

constantly taken to increase this penetration level and make the quality tyres available

even in the remotest corners of the country.

Industry Basics

Bridgestone has major manufacturing plants in 25 countries worldwide with a total of 178

manufacturing units out of which 47 are Tyre plants, 29 Tyre related plants, 19 raw material

plants, 89 diversified product plants, 4 technical centers. Some of the major plants are located

in:

Europe: Belgium, France, Hungary, Italy, Poland, Spain, and Turkey

America: Argentina, Brazil, Canada, Costa Rica, Mexico, United States, and Venezuela

Asia/ Oceania: Australia, China, India, Indonesia, Japan, Taiwan, Thailand

Middle East: South Africa

Bridgestone offers a comprehensive product portfolio spread across Passenger Car, SUVs,

trucks and buses, Construction and mining, Agriculture, Industrial, Aircrafts, Motorcycles and

Scooters Tyres and Tubes and other automotive parts, retreading materials and repair services.

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The company Manufacture only Premium Brand with Quality ISO 14001 and 16949. It has

increasing their Market share from 22 to 35 % from 2007 to 2013. Currently there was a slack

in market share to 22 % in 2014 according to survey. It has more than 3000 dealers and 35

sales office across India. Its main Competitors are Michelin, Mrf, Apollo, Jk tyre in respect of

Market Share and growth.

Basically, Bridgestone tire has three Product line Category:

1. General category : S248, S322, B800, B390, B250, D689

2. Luxury category and sport : Re088, G3,My01, My02, Re050

3. Luxury comfort : Er10, Er20, Er300, Er200,Er90, Er60

There are three methods to get rid of puncture i.e. Filler method, Patch method, Plug method

and company suggests the Plug method as they believe this is most appropriate method to get

rid of puncture.

Vision and mission statement

Bridgestone Group set a long-term environmental vision for the year 2050 and

beyond with respect to the three objectives of our Environmental Mission Statement -

namely, ecological conservation, resource conservation and reduction of CO2

emissions - in order to help establish a more sustainable society.

The Bridgestone Group's mission is based on the words of its founder: Serving

Society with Superior Quality. To fulfill this mission, Bridgestone Group has used

the concept of foundation to demonstrate the sustained commitment of employees

to provide its customers with world class products and services and to serve the

communities where Bridgestone does business.

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Some of highlighted activities are as follows:

To know about how Bridgestone is playing in the Market regarding market share.

To familiarize Bridgestone tyre among the people.

To identify Competitors of Bridgestone tyre prevailing in the Market.

To gather information about future plans and future schemes in Tyre Company.

To know the perception and views of dealers so as to improve the strategies of the

company to upgrade the quality of the Tyre.

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Organization Overview History

Sharing an equal 'Passion for Excellence' as our parent company, we, Bridgestone India Private

Limited (BSID), are proud to be one of the leading tyre manufacturers in India. We began as a

joint venture between Bridgestone Corporation of Japan (BSJ) and The Associated Cement

Companies of India Ltd. (ACC), in 1996.

Our first plant had been established at Kheda (Madhya Pradesh) with a paid up capital of Rs.

2753 million. With the latest technology from Bridgestone, Japan, the plant at Kheda, covering

265,500 sq. mts. and was officially inaugurated on 12th of November 1998.

Continuing to be a part of the Japanese Multinational - Bridgestone Corporation of Japan - we

have come a long way and have established ourselves as a leader in Radial tyres, producing

around 2.7 million tyres per year. Our products include Passenger steel belted radial tyres and

tubes and Light commercial vehicle steel belted radial tyres and tubes. Our Radial tyres are

used for passenger cars in India and are supplied to almost all the major Original Equipment

manufacturers.

Over a period of time we have established a distinct culture in the company with various HR

principles and systems. With a strong work force of around 900 employees, we have

continuously strived to contribute to the Indian Society and realize happiness by achieving our

targets with mutual trust and understanding.

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Milestones (Journey)

1996 (27th February) : Incorporated in India

1997 (November) : First Tyre Produced

1998 (18th July) : Product launched

1999 (August) : Production of 1 Million Tyre

2002 (October) : ISO/TS 16949:2002 Certification

2003 (March) : Owned Subsidiary of Bridgestone Corporation

2006 (March) : New Pattern ER-60 launched

2012 (October) : Pune headquarter Initiated

2013 (10th October) : New Pattern B290 launched

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Industry Analysis Strengths

They have a strong brand name through Motorsports and car racing

They have 52 enterprises and more than 139,822 employees which testify to the fact

that its a big brand name.

Building more sustainable and eco-friendly products.

Weakness

Products Price is very high, so every class of people never opt. for Bridgestone.

After Sales service is not much effective.

Opportunities

Opportunities for Improvement include growing global tires and rubber market.

Two Wheeler Market is growing in India so they can have great opportunities to

explore their market by Launching Two Wheeler segment in Indian Market.

Threats

Intense competition

Fluctuation of exchange rates

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Main Competitors:

MRF

YOKOHAMA

MICHELIN

CONTINENTAL

J K TYRES

APPOLLO

PEST Analysis

Political Factors & Economic Factors

During last few years it has been seen that in union Budget, the Custom duty on Tyres

and peak rate of Custom Duty on all non-Agricultural products were reduced, but in

case of Natural Rubber it is observed that 20% Custom duty has remain Unchanged

for over a Decade. This has resulted that Custom duty on Raw Material (Natural

Rubber@ 20%) being higher than Custom duty on Finished Product (Tyre 10 %).

This will adversely impact on Bridgestone as their prices goes up.

Although Bridgestone having good premium Quality tyres but due to Poor Road

condition their life of tyres is reduced because Bridgestone manufactures only Radial

Tyres, So Poor road and support infrastructure act as a barrier to radialisation in the

commercial vehicle segment.

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Socio Cultural

Explosion in the number of nuclear families.

Higher car density per family

Shifting away from Savings, to EMI culture

Technological Factors

Radial Technology is firstly started by Bridgestone and none of the Indian Tyre

companies had good radial technology know-how. But all that seems to be changing

at scorching pace now. Major Indian players such as MRF, JK tyres and Apollo tyres

are pumping in a lot of money in R&D to upgrade their technologies indigenously.

Porters Five Forces Model 1. Power of buyers: Bargaining Power of Buyers is High

2. Bargaining power of Suppliers: High

3. Competitive Rivalry: Medium

4. Availability of Substitutes: Medium

5. Entry Barriers: low

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Sip Experiences and Key Learning Nature of Work / tasks done by me:

1. Meeting with most of the tyre dealers in Jaipur and OEM Workshop to check the

monthly off take of Bridgestone Tyres & other tyres and taking Feedback.

2. Meeting with Taxi, Cab Service Dealers in Jaipur for dealership like Meru cab, Jaipur

cab, Meri cab etc.

3. Brand promotion by Pasting a Scheme posters on dealers shop and doing Word of Mouth

publicity directly to customers by distributing pamphlets or leaf lets.

4. Fitment Survey of Passenger car and truck.

(Brand Promotion Activity): We did one campaign as decided by company in which

we setup Canopy near all the (SELECT) dealers labelled Bridgestone and convince

the customers to buy Tyres (particular size on which the scheme is available).

What were some of my proud Moments?

1. I have got appreciation from my industry mentor for my conclusive and hard work

done for achieving the given targets and also received an offer to work with the

company.

2. I got a bag of Swiss polo and followed by multi-color pen labeled Bridgestone.

3. I remembered that day it was very warm and hot but I had to work whole day as I have

to report daily to my Mentor. At that moment I realized that I can do work the whole

day even in very warm climate.

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Key Learning:

I learned about the Diversified Companies who manufacturing tyres in India and how

they are performing in the Market.

Indian Companies Include: Apollo, Tvs, Jk, Ceat, Mrf & Ralson India etc.

Global Companies in India: Bridgestone, Continental, Michelin, Goodyear, and

Dunlop.

I learned about the different type of passenger car running in the Market and I found

the most demanded Car is Maruti Swift and Swift Dzire followed by Hyundai I 10

and I 20.

I also learned about the Tyres attributes and how it is manufactured.

I also acquired the little Knowledge of Inventory Management and Quality

management in Warehouse (Bridgestone Jaipur Sales Office).

Gained the Knowledge of Different size of tyres used for different type of Cars(SUV,

MUV, SEDAN).

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Here Some of the size I Mentioned:

I. Pattern : S248 Sizes Available Make/Model 145/80 R12 74S Maruti Alto (Old) 145/80 R13 75S Fiat UNO 155/80 R14 81S Peugeot-30 (PADMINI) 165/80 R14 85S Maruti Swift 165/80 R14 85T Maruti Swift Dzire 175/80 R13 86S Mitsubishi Lancer

II. Pattern : S322 Sizes Available 145/70 R12 69S Maruti 800 145/70 R13 71S Maruti Wagon R lxi 155/65 R13 73S Maruti Wagon R (2010) 155/70 R13 75S Tata Indica 165/65 R13 77T Tata Indica V2 165/65 R14 79T Chevrolet Beat

III. Pattern : B290 Sizes Available 145/70 R13 71T Daewoo Matiz 145/80 R12 74T Maruti Swift 165/80 R14 85T Maruti Ritz 175/65 R14 82T Ford Fiesta 175/70 R14 84T Skoda Rapid

IV. Pattern : TURANZA AR20 Sizes Available 145/80 R12 74H Hyundai EON 155/70 R14 77H Chevrolet Beat 195/60 R15 88H Hyundai Elantra, Fiat Punto 185/65 R14 86H Chevrolet Srv 155/80 R13 79 Ford Ikon Glx

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I also gained the knowledge about Tyre Functions. Here some of the its functions

I mentioned:

o Traction

o Braking

o Steering

o Comfort

o Fuel saving

o Safety

I also get to know about the difference between Radial Tyre and Bias Tyre.

Radial Tyre is basically having steel belt sheet whereas bias Tyre having nylon

sheet so they do not have long life and durability.

Radial Tyre is having 90 degree angle whereas bias Tyre having low degree of

angle so it is not easy to balance the car in bias.

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Research Analysis As we know that Research methodology is the way to systematically solve the research

problem or achieve the objectives. It may be understand as a science of studying how

research is done scientifically. It is necessary for the researcher to know not only the

research method but also the methodology. As we know in automobile sector tyre industry

plays a vital role in which Bridgestone is one of the major tyre manufacturer in our country.

To fulfill my above objectives I choose questionnaire and Interviewing is the most efficient

and effective methods to do analysis.

Some highlighted points must take into consideration:

Importance of Study

Limitation of Study

Origination of Study

Importance of study Studying the objective of the research methods its vitality can be studied with the help of

present attributes such as:

Bridgestone market and market potential

To which other Tyre industry Bridgestone get the cut through competition

Consciousness of Bridgestone among customers and familiarize among customers

This above three points covered those aspects which are very crucial to get the true market

picture of Bridgestone. It is absolutely true that while we doing any survey it will increase

the health share profitability in minds of people.

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Limitations

Some of the shortcomings of study are as follows:

a) Sometimes the Dealers does not reveal the true information because of biasness.

b) The sample size of study is very small i.e. 105, so the results cannot be predict as

completely true.

c) The result determined by the survey is of the selected respondents based on the

information given by the prospects.

d) The objective of the project was very limited therefore it was not possible to go in

details in many aspect market.

The duration of study is just 45 days so we cannot evaluate the results properly. On the

basis of duration company cannot take decision fastly.

Origination of Data

A definite plan was drawn up for obtaining a sample from different areas of Jaipur. Thus

sample size has been determined using a particular method. The availability of resources in

terms of infrastructure of field force. Time and cost was also taken into account.

Since the Type of study, undertaken by me is descriptive research, I have concentrated on

Primary data through Survey and Interviews and Some data from Secondary data.

Data Collection:

As a matter of fact, I am using Primary data method to collect data. The questionnaire for

data collection according to the information required from the dealers was designed. The

region undertaken for the research is Jaipur (Raj.). Different areas selected for collection of

data through questionnaire and interviews.

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Secondary data collection:

The data has been collected from various Magazines, Books and company Websites.

Sampling design:

For that I choose the random sampling method or non-Probability methods in which I took a

survey of 105 dealers and for count survey I took a survey of 1000 Car in Passenger car

segment and in truck segment I took a survey of 350 truck.

This above method of data collection is very useful in the determination of current market

share of Bridgestone in Jaipur.

Dealers are located everywhere in Jaipur so Ill go different parts of Jaipur to do survey but

biggest market in Jaipur is M.I Road through which most of the sales generated.

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Data Analysis & Interpretation According to Count Survey, Results shows the Bridgestones market share slacking down as compared to last year but still it is leading in passenger car radial segment. This era shows a following intention towards the Tyre market. Here it is:

Interpretation On this basis of table analysis, we can say that Bridgestone is the Market leader

in passenger car segment. It has maximum market share i.e. 22% in compared to

all other players prevailing in the market.

As we know Bridgestone is manufacturing only premium segment so it is costly

but still it has a maximum market share because the customer are satisfied as of

quality and service.

Talking about other players i.e. Mrf give tough competition to Bridgestone

because its tyre is not so expensive, mostly in rural area people used Mrf. and

followed by Apollo, JK and others.

Overall, we can say that Bridgestone is Market Leader in Indian Tyre Industry.

BRAND NAME MARKET SHARE COUNT APOLLO 18 720 BRIDGESTONE 21.9 876 CEAT 5.725 229 CONTINENTAL 1.15 46 GOODYEAR 12.875 515 JK 13.475 539 MICHELIN 3.5 140 MRF 18.275 731 YOKOHAMA 1.3 52 OTHERS 3.8 152 Grand Total 100 4000

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18

21.9

5.725

1.15

12.875

13.475

3.5

18.275

1.3

3.8

MARKET SHARE

APOLLO

BRIDGESTONE

CEAT

CONTINENTAL

GOODYEAR

JK

MICHELIN

MRF

YOKOHAMA

OTHERS

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Analysis of Dealers Survey

Interpretation

It is clearly seen from the above table that in Jaipur there are 24 dealers are already

having dealership i.e. 23% and they running their business successfully.

As we see the market of Jaipur in which Bridgestone still is the market leader but at

the same time their Market is declining from 35% to 22% So Company are looking

to expand its network by giving more dealership. But the facts says it is not easy to

increase the market share just by giving the dealership to anyone.

It is crux that out of 105 only 24 having dealership and out of which 5 having Select

dealership and rest of the having Normal Dealership.

0

20

40

60

80

100

120

140

160

N

Y

81

24

77.14285714

22.85714286

% of dealers who dealing with Bridgestone

Count % of Dealers who already dealing in Bs

Dealing with Bridgestone Count % of Dealers who already dealing in

Bridgestone

N 81 77.14285714

Y 24 22.85714286

Total 105 100

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Analysis of interest percentage in taking dealership

Interpretation The company want to expand its network so they are looking for more dealers so

here it is dealers survey finding.

On the above analysis, we can say that dealers who are not interested to take

dealership are having 66% because they are satisfied with their present company

dealership. Some dealers not want to expand its network.

32% of the dealers are interested to take dealership because they are not satisfied

with other company dealership. Out of these nearly 2-3% want to take dealership in

upcoming two Months.

Rest of all are interested after 8 months or above because mostly are started their

business 2-3 months so they didnt want to take risk.

Interested in dealership Count of interested in delaership % of dealers

N 69 65.71428571

Y 33 31.42857143

Y(after 6-8 months) 1 0.952380952

Y(only for industrial tyres) 2 1.904761905

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0

50

100

150

200

250

NY

Y(after 6-8

months) Y(only for

industrial

tyres)

Total

69

33

12

105

65.71428571

31.42857143

0.9523809521.904761905

100

Interested in Dealership

Count of interested in delaership % of dealers

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Percentage of Monthly off take of different Tyres Company BRAND MONTHLY OFF TAKE COUNT % MONTHLY OFF TAKE

BIRLA 1740 12.20453111

APOLLO 2039 14.30174651

BRIDGESTONE 2720 19.07834748

CEAT 1240 8.697481939

MRF 3509 24.61247107

GOOD YEAR 410 2.875780318

MICHELIN 700 4.909868836

JK 1346 9.440976362

OTHERS 553 3.878

TOTAL 14257 100

Interpretation On the basis of above table we can conclude that in Jaipur city out of our sample data how

much dealers are off take monthly on the basis of customer demands.

It is clearly seen in above finding that customer are more demanding Mrf rather

than Bridgestone followed by Apollo because it has low price and it has more

dealers. In Jaipur itself it has more than 40 dealers so it has huge network.

It is stated that those dealers off take in between 1000 to 2000 are having a less

turnover and less demand as we talk about Birla, Ceat, and JK they all are having

very less number of Dealers so their monthly off take is less.

If we talking about those dealers who are having off take of less than 1000 like

Good Year, Michelin and other(Dunlop, falkon) having a very less demanded by

customer because they are not satisfied with its Quality, Price and other Attributes.

So they are not able to catch the market in Jaipur.

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12.20453111

14.30174651

19.07834748

8.697481939

24.61247107

2.875780318

4.909868836

9.440976362

3.878

0 5 10 15 20 25 30

% MONTHLY OFF TAKE

Monthly demand

Others JK Michelin Good year MRF CEAT Bridgestone Apollo Birla

1740

2039

2720

1240

3509

410

700

1346

553

BIRLA APOLLO BRIDGESTONE CEAT MRF GOOD YEAR MICHELIN JK OTHERS

MONTHLY OFF TAKE COUNT

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Dealers feedback

Interpretation In the above data we can conclude that in Jaipur, More than 50% dealers who is dealing

in Bridgestone directly or indirectly are satisfied.

As we see in the data nearly 23% of the dealers are completely satisfied because of its

quality, durability, and also because of its popularity. In this category of dealers customer

demand is more because of above attributes.

Nearly 12 % are having a problem of Margin they told that as a dealer they dont have

gain profit, so they are not satisfied, some may having problem in pricing as we know

Bridgestone manufactures only premium tyres so it is very expensive to buy for below

middle class person.

The Most Negative feedback from dealers is after sales service although they are having

good quality in tyre but if we talk about replacement market & after sales service it has a

very negative image in the market. About 16% dealers including OEMS are giving same

feedback that their replacement market is very bad.

Basis Count % of dealers Satisfied 38 36.19047619

Margin problem 13 12.38095238

After sales service problem 16 15.23809524

Price and Costing problem 15 14.28571429

Completely satisfied 23 21.9047619

Total 105 100

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36%

13%

15%

14%

22%

DEALER'S ASSESSMENT

Satisfied

Margin problem

After sales service problem

price and costing problem

Completely satisfied

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Percentage of vehicles mostly Preferred

Interpretation: From above data we can say that in Jaipur the most running passenger car is of

Maruti Company.

As we can see in the above table which showed us Maruti having first preference

for customers i.e. 42% which is very high as compared to other car companies.

The most running model in Maruti is Swift and Swift Dzire followed by Alto

because it has low price in there segment and having high fuel efficiency. It is

mostly preferred by middle class people.

After Maruti Hyundai is second choice for customers as it has good brand value.

Its main model running are I 10, I 20 which are considered as the most promising

car in Jaipur because it has good engine.

Rest of all are mostly have less demanded by customers as these are little bit more

expensive except Tatas car all having a high price like Skoda, Honda, Toyota,

etc. but their engine is far better than Maruti and Hyundai.

Bridgestone tyre are mostly seen in Mahindra, Tata, Hyundai, Ford, and Honda.

These companies are mostly recommended Bridgestone tyres to Customers

because of Good Quality.

Vehicles Preference Count Percentage

Maruti 422 42.2

Chevrolet 40 4

Ford 32 3.2

Honda 73 7.3

Hyundai 206 20.6

Mahindra 47 4.7

Skoda 20 2

Tata 56 5.6

Toyota 50 5

Others 54 5.4

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42.2

43.27.3

20.6

4.7

2 5.65 5.4

Percenatge of preference of vehicles

Maruti Chevrolet Ford Honda Hyundai Mahihndra Skoda Tata Toyotta Others

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Analysis of fitment survey of truck

Interpretation: According to above data we can conclude that in Truck segment survey Mrf is

the market leader as it has a maximum market share of 29 %( approx.) Followed

by Birla, Apollo and JK.

Mostly truck driver prefer Mrf because it is economical in nature and it has high

popularity in this segment. As we know in India truck are running overloaded

so in that case radial tyre doesnt give much comfort compared to Nylon Tyre.

Talking about Bridgestone Tyre it is very expensive in this Segment as some

truck driver dont know the name of these Tyre Because Bridgestone recently

started manufacturing of Truck Tyre so it is not covered the market in this

segment.

Brand Truck Tyre Count % Market Share

Apollo 250 19.231 Birla 290 21.48 Bridgestone 10 0.769 Ceat 40 3.077 Chinese 50 3.846 Continental 51 3.923 JK 191 14.14 Kaizen 36 2.769 Michelin 34 2.615 Mrf 398 29.48 Total 1350 100

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0

5

10

15

20

25

30

% Market Share

19.231

21.48

0.769

3.077

3.846

3.923

14.14

2.769 2.615

29.48

Apollo Birla Bridgestone Ceat Chinese Continental JK kaizen Michelin Mrf

TRUCK MARKET ANALYSIS

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Finding & Conclusions Bridgestone is a Market leader in Car passenger market with 21.9% but there is

decline of 13% against last year.

31.42% of the other company dealers are keen Interested in taking Dealership of

Bridgestone as they are not satisfied with their present company.

Monthly off take percentage of Bridgestone is just 19.07 % as compared to Mrf i.e.

24.61 % as Mrf having a diversified network in Jaipur

Overall Finding / Observations

1. According to dealers Point of view they didnt get good after sales service and

even they are not satisfied with Margin for Dealers.

2. Some OEMS are having problem in Replacement of tyres as Bridgestone didnt

have policy to replace the tyre (if any damaged happens) and they also told us that

Company doesnt do proper Follow up.

3. Bridgestones main output or turnover come from Urban Areas as they spends a

very less amount of money on Advertisement and campaign so they didnt reach

to rural areas compared to Mrf.

4. Talking about Bridgestone share in Truck Segment they are No Where in the

Market as they started their truck segment just 2-3 years ago so their market share

is come out to only 0.76% which is really unbearable.

5. The most Running passenger car is of Maruti Company as their market share is

come out to be 29.48 % which is very high as compared to other Cars.

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Suggestions & Recommendations

AS we know Indian Tyre Industry is very huge industry in Automobile sector. It plays a

vital role in automobile sector. As a matter of fact no vehicle whether two wheeler or four

wheeler can run without Tyres. As we talk about four Wheeler Passenger Car segment one

Name strikes in everybodys Mind i.e. Bridgestone. Although the company having good

Quality Tyre with long durability but somewhere down the line they are lagging behind. So

I would suggest some points which will definitely helpful to explore the Market of

Bridgestone in both passenger car market and truck segment market in Radial Tyres:

Company should focus on After Sales Service if they want to maintain the market

position or want to upgrade its present market share then Company has to improve his

follow up part. So Company can excite more customers and it leads to create Brand

Loyalty in the minds of Customers.

Company should introduce some more patterns of the tyres because many OEMs

especially Renault has recommended the particular Size with pattern i.e. 215/65 R 16

99 H.

Company should arrange an awareness program i.e. attractive advertisement with more

publicity in rural areas regarding the tubeless tyres so that customers can know about it

and buy it as a next purchase.

Company must diversified their Business in two Wheeler segment in India as there is

huge scope in this segment because City like Jaipur there is huge traffic of two wheelers

like pulsar, splendor, etc. and scooter like active. I think company must contact to two

wheeler Manufacturing companies like Bajaj, Honda, Hero and Tvs. This will lead to

Increase its Sales.

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Conclusion

Bridgestone is one of the best Tyre manufacturing companies in the world in respect

to Quality, but their after sales is not up to the mark. Many of the dealers and OEMS

having After sales Service Problem. Bridgestone has also having a very less

Profit Margin to Dealers so they are not satisfied with it.

As their market share is maximum but it doesnt capture the market in minds of

every people as lot of people doesnt know name of Bridgestone.

Company has to focus more on Advertisement & Publicity and so they can increase

the Awareness among the People.

The main competitor to Bridgestone is MRF (which is very popular Brand in India)

as it has very catching advertisement and very popular in rural areas followed by

semi urban areas as it is very economical compared to Bridgestone Tyres.

In truck segment Bridgestone is not found anywhere although they started this

segment 2-3 years ago but their market share is just 0.76% because their tyres are

very expensive and they make only Radial tyres, as we know in India where Truck

running with overload materials so the customer required Nylon tyres so most of

truck drivers are not using Bridgestone. They have to reduce the price and start

manufacturing the Nylon tyres.

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Bibliography/Reference

BOOKS REFERRED:

Marketing Management (Latest edition) Philip Kotler

WEBSITE REFERRED:

www.bridgestone.co.in> Corporate > Bridgestone India > Introduction http://www.mbaskool.com> Brand guide> Automobiles> Bridgestone

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Annexure/ Questionnaire (Questionnaire for OEM)

BRIDGESTONE INDIA PVT.LTD, JAIPUR

1. Name Address .... Tele No. ..

2. Dealing with which Tyre and per month off take? a. .

b. . c. ..

d. .. e. ..

3. How many vehicle service per day? ...................................................................................................................

4. Ever contacted by Bridgestone team if yes the Who?

Yes No

5. Are you interested for Bridgestone dealership?

Yes No

6. Any suggestion?

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Annexure/ Questionnaire 2 (Questionnaire for Dealers)

BRIDGESTONE INDIA PVT.LTD, JAIPUR

Dealer Name: ______________________________________________________________

Contact Person: ____________________________________________________________

Contact No: ________________________________________________________________

Address: __________________________________________________________________

Dealing with and per month offtake

1.

2.

3.

4.

5.

6.

Dealing with BRIDGESTONE, if no why? & interested for dealership?

_________________________________________________________________________

_________________________________________________________________________

_________________________________________________________________________

Ever contacted by BRIDGESTONE team if yes then who?

_________________________________________________________________________

Any suggestions for BRIDGESTONE?

_________________________________________________________________________

_________________________________________________________________________

_________________________________________________________________________

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FINDINGS AND RESULTS

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SUGGESTIONS & RECOMMENDATIONS

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