JK TYRE MAIN PROJECT

“A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES”.

CHAPTER –IINTRODUCTION

Introduction:

J K Industries is a mega corporate entity that is emblematic of

excellence, diversification and pioneering new technologies. A part of JK

organisation which ranks among the top private groups in india, JK

industries is committed to self reliance and follows an ethic that views

customer satisfaction as an index of achievement.

Over the years, the company has expanded and diversified its business

portfolio. It has developed into a multi product, multi location corporate

entity comprising of following business division.

Market is a group of buyers and sellers interested in negotiating the

terms of purchase/ sale of goods or services.

--Philip Kotler

Marketing is the set of human activities directed at facilitating and

consummating exchange. The essence of marketing is exchange of products

and the transactions is to satisfy human needs & wants. All business

activities facilitating the exchange are included in marketing.

--Philip Kotler

Department of Commerce, Tumkur University, Tumkur. 1


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.

Product mix is the entire range of products of a company for sale

product mix need not consists of related products.

Product mix of a company has three main characteristics: -

1) Width 2) Depth 3) Consistency

Width: - Width of a product mix depends upon the number of product

groups of product line found within the company.

Depth: - Depth depends upon the number of product items within each

product line.

Consistency: - Consistency of the product mix refers to the question

whether or not the products have production affinity, marketing affinity or

research affinity.

Brand is a name, term, symbol, design or 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.

Packing may be defined as the general group of activities in the

planning of a product. These activities concentrate on formulating a design



of a package and producing an appropriate and attractive container or

wrapper for a product. The container itself act as a forceful though silent and

colorful salesman at the point of purchase.

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

satisfactions from the product.

All manufactures and dealers and appliances must offer a very

efficient after sales services, i.e., free services during the guarantee period

and there after at low charges. It covers repairs, spare parts and

maintenance.



CHAPTER-IIRESEARCH DESIGN

Introduction:

Research methods are all those methods/techniques that are used for

conducting to the researcher’s use in performing research. Here more

emphasis is made on collection of the data directly through the customers

with directly interacting with them.

2.1 TITLE OF THE PROJECT STUDY

Title of the Project Study is “A STUDY ON PRODUCT MIX

STRATEGIES OF J K TYRES”. Tumkur.

2.2 OBJECTIVES OF THE STUDY: -

Considering the importance of the study, the following main

objectives have been drawn out.

1. To study and understand the profile of JK TYRES and various

activities in the company

2. The study made with special reference to PRODUCT MIX

3. To know the reaction of the consumers towards the Brand

4. To offer suggestions for major findings



2.3 SCOPE OF THE STUDY: -

Scope of the study extends to discover dealer’s reaction to the

product’s performance and physical characteristics, of J K TYRES.

Perform various marketing activities, how the product is perceived as

compared to its competitor’s performance with respect to quality,

advertising and company good will.

2.4 METHODOLOGY ADOPTED: -

The chief criteria for the validity of any research study lies in the

methodology an esquire would prove a failure if it were not done along

certain methodical lines.

PRIMARY DATA: -

Primary data was collected through structured questionnaires, which

were given to variety of respondents and personal discussion.

SECONDARY DATA: -

Secondary data was collected through company manuals, study

materials and survey reports.



SAMPLING: -

Random sampling: -

It is based on theory of probability. It provides known zero change for

selection of each population element. Under this sampling design every item

of the universe has an equal chance of inclusion in the sample. It is so to say

a lottery method in which individual units are picked up from the whole

group, not deliberately but by some mechanical process.

Sample Unit:

In this study the respondents are from Tumkur City.

Sample Size:

Sample size has taken 50 respondents.

2.5 LIMITATIONS OF THE STUDY: -

Any study of this kind will have its own limitations

1. Due to the information and time constraint, it was not possible to go in

detail to the study of “PRODUCT MIX STRATAGIES OF J K TYRES

”.

2. The study is made in one place at one dealer’s show room

3. It is restricted to certain area and to limited time.



2.6 CHAPTER SCHEME: -

Chapter-I

INTRODUCTION

Chapter-II

RESEARCH DESIGN

Chapter-III

COMPANY PROFILE

Chapter-IV

THEORITICAL BACKGROUND

Chapter-V

ANALYSIS OF JK TYRES PRODUCT MIX

Chapter-VI

ANALYSIS & INTERPRETATION OF DATA

Chapter –VII

SUMMARY OF FINDINGS, SUGGESTIONS&

CONCLUSION



CHAPTER-IIICOMPANY PROFILE

3.1 VISION OF JK TYRES

“To be amongst the most admired companies in India commited to

excellence.”

MISSION OF JK TYRES

To be the largest & most profitable tyre company in india.

To retain No. 1 position in truck & bus segment & to be amongst top two

in all other 4-wheller tyre

To make truck/bus radial operations profitable & retain leadership in the

passenger radial market.

To be the largest indian tyre exporter. Continue to be a significant player

in the world in truck & bias market.

To be a customer obsessed company.

To enhance value to shareholders & service to all stakeholder.

We the people of J K TYRES will have an organisation committed to

quality in everything we do.



We will continuously anticipate and understand our customer’s

requirements, convert these into performance standards for our products and

services and meet these standards everytime. Full-customer satisfaction-

both internal and external- is our motto.

J K industries set up its first tyre plant at Jajkajgram near Udaypur,

Rajasthan in 1977. The plant with an installed capacity of 5 lakh tyres per

annum was established in technical collaboration with General Tire

International co., U S A.

As J K Tyre grew from strength to strength, demand for tyres

increased proportionally to meet this growing demand, the plant at Rajasthan

was expanded and by 1990. The plant was producing nearly 14 lakhs tyres

per annum.

J K Tyre then went on to establish what is rated as the most modern

plant in India, a state of the art tyre plant in 1991, at Banmore near

Gwalior, Madya pradesh.

The plant deploys the most sophisticated techniques such as a Betaray

scanner, X-ray, units, computer controlled processing and tyre testing

machines to ensure a high quality of products. Both the plants have set

standards of efficiency and productivity in the tyre industry and have

consistency operated at high capacity utilisation with a total capacity of

28.13 lakhs tyres per annum.



J K Tyres focus on R & D the plants ensures not just the

incorporation of the latest technology in products but also helps in the

development of new types and sizes of tyres. With the strategic acquisitions

of a controlling interest in Vikrant Tyre Limited. The V T L plant at

Mysore to contributes to J K Tyres total production capacity at its plants,

which amounts to 40 lakhs tyres per annum.

We believe that people are the biggest asset that a firm can possess. J

K Tyre offers unlimited opportunity for committed motivated individuals at

all levels and across a wide range of areas.

To ensure the same, J K Tyre has developed for its employees an

infrastructure consisting of: -

1) Regular upgradation of skill and practices

2) Management development programs

3) National and international training if you dream of working for a

globally growing

Corporation that encourages excellence rewards merit and initiative.

Vast in its operations and massive in its seal of activities JK Industries

is a mega corporate entity that is emblematic excellence diversification and

pioneering new technologies.



A part of J K Organisation that ranks among the top private groups in

India, J K Industries is committed to self-reliance and follow an ethic that

views customer satisfaction as an index of achievement.

Aside from J K Tyre, the flagship brand of the corporation, J K Industries

includes: -

JK Sugar – The manufacturer of the best quality sugar in the country.

JK Agrigenetics – The Company that is revolutionizing Indian

agriculture through its research and production of pest-resistant and high

yield hybrid seeds and crops.

J K International: - A diversified trading house that exports a range of

products including textiles and leather goods, pharmaceuticals, tea,

coffee, spices, processed food and de-oiled cakes, to developed countries

like USA, UK, Canada, Germany, Netherlands and to countries in the

middle east, west Asia.



3.2 WHAT IS J K TYRE: -

1) It is the leading manufacturer of Radial tyres for both truck and car

2) It is the only supplier of the tyre for Mercedizs Benz

3) First to get the ISO 9001 certificate in the entire world for the

entire operation

4) 2nd largest manufacturer for 4 wheelers in India

5) 16th largest tyre manufacturer in the world

6) First Indian company to export for radials to Europe

7) First Indian company to export over 45 countries across Six

Continents

8) First and only Indian company to get the ‘E’ mark Certificate

9) J K Tyre has 25-customer centers around the country.

10} J K Tyre the only Indian Company producing radials for the

entire ranges i.e., Trucks, buses, LCV’s and Cars.



J K Tyre supplies tyres to different cars they are as follows: -

Ambassador, Armada, Cielo GL, Cielo GLE, Contessa, Fiat

UNO, Ford Escort, Mahindra commander, Mahindra classic, Maruthi

Esteem, Maruthi Omni, Maruthi Gypsy, Maruthi Zen, Maruthi 800, Hyundai

santro, Mercedise Benz, Opel astra, Peugot GI and GLD, Premier padmni,

Premier 118NE, TATA Estate,

TATA Mobile, TATA Sierra, TATA sumo, Honda City, Mitsubishi lancer.

3.3 PRODUCT MIX OF JK TYRES: -

BIAS—TRUCK: -

JET-TRAK

JET-TRAK 39

HIGRIP

SAND CUM HIGHWAY

BIAS—TRUCK / BUS: -

JETKING

JETRIB

NULIFE HIGH WAY KING



RADIAL TRUCK: -

JET STEEL—NS

STELL KING—NS

RADIAL- CAR: -

RALLY

TORNADO

AQUASONIC

ULTIMA

ULTIMA—XS

BRUTE

JK TYRE launched the radial tyres because of the following advantages

it gave to its customer some of the advantages are as follows: -

1) J K Steel belted radials help in fuel saving

2) Retreated radials give better mileage than retreated ordinary bias

tyres.

3) Radials enhance the comfort level while driving

4) Tyre can wear and tear the effect even if there is under –inflation

pressure.



ABOUT THE RALLY: -

J K Tyre has been largely responsible for promoting motor sports in

India and bringing it to the forefront of national consciousness a role the

company continues to play.

Our involvement extends to all levels from the grass roots to the

professional and encompasses rallying, racing, Go-karting. Family

navigational rallies and vintage car rallies, pioneer in developing motor car

rally talent in the nation, J K Tyre has the country’s most successful rally

team.

THE DIFFERENT STANDARDS HELD BY THE J K TYRES: -

1. I S O 9001 Standard

2. Q C 9000 Standard

J K Tyre is the Ist tyre manufacturer in the world to get the ISO 9001

certificate in 1994 itself, for its entire operations, including marketing,

design, development, manufacturing, testing, stocking, distribution, sales

and services of conventional (bias) and radial tyres, tubes and flaps.

J K Tyre has become the only tyre manufacturer in India and the first

tyre manufacturer in the world to achieve the Q C 9000 for multi location

operations, in the year 1998.



J K Tyre is attaining another milestone in its plan of achieving TQM,

i.e., Total Quality Management, and CII-EXIM award by 2000

THE DIFFERENT AWARDS HELD BY THE J K TYRE AND J K

INDUSTRIES ARE : -

National Export award

Brand Equity award

Capexil award (top export award)



CHAPTER-IVTHEORITICAL BACKGROUND OF THE STUDY

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

to know the market and marketing.

4.1 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

SPECIALITY GOODS

4.2 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



4.3 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.

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.



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.



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.

4.4 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 J K

TYRE includes a diverse range of products such as TYRES, TUBES,

FLAPS.



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.

4.5 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.



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.

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 J K 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., J K TYRES for tyres, Amul for milk

products, Ponds for cosmetics, etc., family

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.

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 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.

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:

1. Protection

2. Dependability

3. Storage cost of filled packages

4. Distribution and insurance cost

5. Cost due to package/ spoilage/product lose

6. Effect of the package on sales.

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.

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 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 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.



CHAPTER-VANALYSIS OF JK TYRES PRODUCTS MIX

The product is the most tangible and important single component of

the marketing program. The product policy and strategy is the cornerstone of

a marketing mix. Without a product there is nothing to distribute, nothing to

promote, nothing to price. If the product fails to satisfy consumer demand,

no additional cost on any of the other ingredients of the marketing mix will

improve the product performance in the market place.

J K Tyres offers following types of product for sale:

a) Tyres

b) Tubes

c) Flaps

It is manufacturing different lines of products like Truck tyres, Light

Commercial Vehicle tyres (LCV), for jeep, passenger car, tractors etc.,



5.1 Models of tyres

According to the needs and requirements of the consumers company

is releasing to the market: Black color tyres and the following models of

tyres.

BIAS-TRUCK: -

JET-TRAK

JET-TRAK 39

HIGHRIP

SAND CUM HIGHWAY

BIAS-TRUCK/BUS: -

JETKING

JET RIB

NULLIFY HI-WAY KIND

RADIAL-TRUCK: -

JET STEEL-NS

STEELKING-NS



RADIAL-CAR: -

RALLY

TORNADO

AQUASONIC

ULTIMA

ULTIMA XS

Because of some marketing problems and competition in the market

the company follows the policy of product consistency. So all the products

or all the products offered by the company is related to each other but not

unrelated.

While introducing the new product to the market the company will

take into consideration the following factors:

a) Cost involved in the introduction of a new product to the market.

b) Demand for the product in the market

c) Competitive situation in the market for the product.

However, it is difficult for the company to explain the customers

about the suitability of its application.



5.2 DIVERSIFICATION POLICY OF J K TYRES

Company is concentrating its attention on product diversification

rather than simplification. The main reasons for diversification of product

lines are as follows:

a) Technology developments have contributed to the diversification

of product lines

b) Company is interested in widening its product line because it feels

that it could avoid the risks involved in a narrow product line

c) Company also prefers diversification of products to minimize the

risks arising out of changes in consumer’s tastes

d) It is also concentrating on diversification of products with the

intention of utilizing ideal plant capacity fully, man power and

financial resources.

e) Further company also feels that through diversification it can go

for better market reach, and can get huge popularity and customer

belief for the products.

f) It feels that it can acquire more market share through

diversification

g) Company also feels that if it goes for product diversification, it can

create demand for new product on the reputation of existing

products.



Company’s product is meant for following types of customers:

Heavy Truck: - Commercial goods operators

Light Truck: - Light goods operators, passenger bus operators

Light Commercial Vehicles: - Passenger operators, passenger car

owners, Farmers (tractor owners)

5.3 FACTORS INFLUENCING PRODUCT MIX POLICY OF

THE COMPANY

a) Application of its product for its suitability

b) Economy in introducing various types of products

c) Cost factor involved

By product mix company is able to utilize the available marketing

capacity fully.

However, company is not able to reduce the advertising and

distribution cost by adopting product mix. But it is possible for the company

to add new product to its existing line of product. Even the government

policies do not affect the product mix policy mix policy of the organization.



PRODUCT MODIFICATION IN J K TYRES

Company believes that if it is offering same type of product to the

market continuously without any modification, it is difficult to attract the

existing and prospective customers. Therefore, it modifies the model of tyres

and other related products as and when it is required and felt by the

customers while conducting consumer survey and by observing the behavior

of the customers towards the product.

PROFITABILITY OF THE ORGANIZATION BY PRODUCT MIX:

No doubt, company’s profitability has increased because of product

and product line expansion. However, how much profit has increased

depends upon the capacity of the product. Company is getting major share of

its profit by offering for sale Jet Rib and Jet Track.

It should be noted that company is not incurring loss from any of its product

or product line. It is because company is having its own QS standards. It will

not allow the continuation of production of the product until it reaches

elimination or deletion stage.

5.4 BRANDING IN J K TYRES

Company is having its own Brand name J K INDUSTRIES, which is

registered under the Trade Name and Trade Marks Act. Branding strategy of



the company indicates how the firm chooses to use branding as an integral

part of its overall marketing strategy. So branding is simple another

dimension of marketing strategy.

Because of Branding, company is able to build up a bright image of

the organization, has control over the market. Further, it is quite possible for

the company to avoid product substitution.

The company’s Brand is helpful not only for creating demand for

existing product but also for new products for getting good reputation in the

market.

Company’s brand has the following characteristics:

a) It is familiar to the customers

b) It is suggesting about the product

c) Its name is short, simple and easy to pronounce

d) It is capable of being registered and protect legally under the

legislation

e) It is having stability and unaffected by time

f) It is not depending upon fashions and styles as they have short life

Company is adopting Family Brand names. It helps the company to

have combined advertising and sales promotion. Company is able to

expand the product mix with less risk by branding.



Advantages of branding to the customers of j k tyres:

a) Branded products of the company have uniform and standardized

quality.

b) Rapid sales turnover assures fresher product

c) There is considerable saving in time in the selection of the product.

PACKAGING OF THE COMPANY PRODUCTS

Company is packing its products while distributing it to the market.

The more effectively a product is packaged the more effective is its identity

individuality. Packaging alone makes possible branding and advertising of

products.

Company will pack its products for the purpose of protections from

various types of damages but not for the purpose of promotion. As

company’s intention in its packaging is for the purpose of giving protection

to its products, it need not be that much attractive. So it need not spend huge

amount of money on packaging, so that the price of the final product will not

get increased to an enormous extent. Packaging system is able to protect the

contents from all types of breakage, spoilage and pilferage. Consumer,

therefore are not facing any major problems with regard to packaging system

of the organization. So company’s package acts as a multi-purpose

arrangement. It is fulfilling utility function of protection, identification and

convenience.



LABELING

Company’s Labeling provides verbal information about the product.

The intention of labeling is to give information to the consumers about the

product he is buying and what it will and will not do for him. It contains

name, size of application, inflation pressure, load carriable etc.,

5.5 PRODUCT WARRANTY

Company is giving warranty for its products. The warranty provided

by the company meets the obligation of manufacturing defects. If there is

any damage in the tyres distributed by the manufacturer, it can be replaced

by the distributor within the warranted period. Because of warranty given by

the manufacturers both the distributors and the consumers have been

satisfied.

In addition to providing qualitative products, warranty etc., company

is also providing After-Sale-Service to the distributors and in turn to the

ultimate consumers like customers’ education for application, repair

facilities and over all maintenance.

Company will provide After-Sale-Service for the following terms:

a) Trucks:- 18 Months

b) Light Commercial Vehicle:- 3 Years



Though it is providing After-Sales-Service, price of the product wills

not increase, as sales turn over will increase in the same proportion. By

providing after sales service, to the customers can get better knowledge of

the product and there by can avoid losses.

Competitors of J K TYRES like MRF, Apollo, Ceat, Dunloop, Modi

continental, Bridgestone, Good Year are also providing same type of after

sales service as providing by this company.

CHANNELS OF DISTRIBUTION IN J K TYRES

In the field of marketing, channel of distribution indicates route or

pathways through which goods and services flow or move from producers to

consumers.

J K TYRES follows the following distribution channel while

distributing its products to the market.

FACTORY

AREA OFFICE-DEALER-CUSTOMER

CLEARING & FORWARDING

DEALERS

CUSTOMERS

The product manufactured by the J K TYRES follow the channels of

distribution in a very simple way. The goods manufactured in the factory the

ultimate customer from there in.



The other channels of distribution adopted by the J K TYRES are the

movement of goods from the factory point to the area office, and from there

the goods are moved towards the clearing and forwarding department, and

from there towards the dealers. And the goods move from the dealers

towards the hands of the ultimate customers.

The company will take into consideration the following factors while

selecting a particular channel for the distribution of tyres: ---

a) The situation in the factory

b) The operational cost involved

c) Product availability to the customers

d) Financial position of the dealers

e) Financial position of the company

It covers the geographical area like: -

a) Well maintained high ways

b) Crucial road in rural and sub-urban places

c) Farms

d) Mines

The company is providing 2% to 4% commission to its agents

depending on the volume of sales affected and as per the rules and regulation

of the company.

The company has to go through certain formalities while distributing

its products to the maker.

a) The products have to pass through commercial tax check post

b) All the invoices and documents for the sale should satisfy the

conditions of sale of goods act.



The company provides 15 days of credit facility to its agents. In

addition to this facility company gives cash discount if immediate cash is

paid. And turnover discount is provided on the basis of sales affected. If the

agent/distributors failed to make payment within 15 days, they are liable to

pay penalty as imposed by the company. Company is able to supply the

goods in time.

COMPANY EXPECTS THE FOLLOWING FROM THE

DISTRIBUTORS:

1) Quick payment

2) Better understanding

3) Having good knowledge about the product

In addition to selling tyres through distributors to the market company

is also selling products to the consumers if they buy in huge quantities

provided if they are a bus or truck operators.

Through a particular channel is followed by the company. It is not

fixed; according to the change in circumstances it can also change the

channel.

Company has undertaken so many promotional activities like giving

advertisements in T.V’s and magazines. It provides Credit facilities, price

concessions, guarantee, warrantee, after sales services, gifts etc.,



CHAPTER-VIANALYSIS AND INTERPRETATION OF DATA

The data collected through the questionnaires is called as the primary

data. The primary data collected from 50 respondents through random

sampling.

Percentages, bar diagrams, histogram, pie charts etc., are used for

analysis of data. The analysis is explained as follows: -

6.1 Sources through which respondents became aware

Table No.6.1

SI.

NO:

Options No. of

Respondents

%

1 T V 17 34

2 News

paper/magazines

18 36

3 Friends 8 16

4 Others 7 14

Total 50 100

Source: primary data



Interpretation:

It can be observed from the above table that 34% of the respondents

are become aware of the J K TYRE product through T V, 18 % from News

paper and magazines, and 8% and 7 % have aware through Friends and

others.

Fig. 6.1 showing sources through which they became aware.

6.2 Analysis of from how many years they known about this brand.



Table No.-6.2

SI. NO: OPTIONS No of

respondents

%

1 Less than 2 years 9 18

2 2 to 5 years 14 28

3 More than 5

years

27 54

Total 50 100


Fig. 6.2 showing in years known about this product.

Interpretation:

From the above table it is clear that 54% of the customers have known

about the J K Tyres Brand from more than 5 years, 25% of the customers

have known from 2 to 5 years and remaining are known from less than 2

years.



6.3 Usage of this brand in years.

Table No.6.3

SI. NO OPTIONS No. of respondents %

1 Less than 3 years 11 22

2 3 to 5 years 18 36

3 More than 5

years

21 44

TOTAL 50 100


Fig.6.3 showing usage of this brand in years.

Interpretation:

From the above table it is known that more than 44% of the

customers have been using this brand from more than 5 years and 36 %,

22% of the customers are using from less than 3 years.



6.4 Analysis of preference of customers towards this product.

Table No.6.4

SI. NO: No of

respondents

%

1 Quality 32 64

2 Price 8 16

3 Durability 10 20

TOTAL 50 100


Fig. 6.4. Showing the preference of customer towards JK tyres

Interpretation:



From the above diagram it is clear that more than (64%) the

respondents prefer the this brand because of quality, 16 % only because of

price and remaining 20% of the respondents prefer because of durability.

6.5.Aalysis of basis on which they purchase.

Table-6.5

SI NO: No. of respondents %

1 Cash 34 68

2 Credit 5 10

3 Half cash & Credit 11 22

TOTAL 50 100


Fig. 6.5 showing basis on which they purchase.



Interpretation:

From the above table it is clear that more than 68% of the customers

purchase on cash basis, 10% on credit basis and 22% half cash and credit

basis.

6.6 Analysis of satisfaction of the respondents.

Table No.6.6

SI NO: No. Respondents %

1 Yes 38 76

2 No 12 24

TOTAL 50 100


Fig. 6.6 showing % of respondents satisfied

Interpretation:



From the above table it is observed that 76% of the respondents

satisfied with this brand the 24 % of the respondents are not completely

satisfied with this brand.

6.7 Chances of shifting if they are not satisfied with this brand.

Table No.6.7

SI NO: No of respondents %

1 M R F 26 52

2 Ceat 5 10

3 Good year 2 4

4 Modi 4 8

5 T V S 5 10

6 Apollo 8 16

TOTAL 50 100


Fig.6.7 showing the chances of shifting to other brand.



Interpretation:

From the above table 52 % of the respondents will shift to the MRF

tyres, 16% shift to the Apollo, 20% of the respondents shift to the TVS and

Ceat products and remaining 12 % (8+4) will shift to Good year and Modi

products.

6.8. Analysis of switching to this brand.

Table No.6.8

SI NO: No of

respondents

%

1 Initial mileage 8 16

2 Re- treading 20 40

3 After sales service 10 20

4 Performance 12 24

TOTAL 50 100


Fig.6.8 showing the why they prefer this brand.



Interpretation:

From the above table 40 % of the respondents like the brand for re-

trading and 24 % of the respondents for performance and 20 % for after

sales services and 16% for the initial mileage.

6.9 Analysis of price.

Table No .6.9

SI NO: No of

respondents

%

1 Yes 42 84

2 No 8 16

TOTAL 50 100


Fig.6.9 showing the price satisfaction.



Interpretation:

From the above table it is known that 84 % of the respondents are

happy with the price of this brand and remaining 16 % of the responders are

unhappy with this brand.

6.10 Analysis of factors they consider while purchasing the tyres.

Table No.6.10

SI NO: No of

respondents

%

1 Quality 21 42

2 Durability 18 36

3 Price 11 22

TOTAL 50 100




Fig.6.10 showing the factor considered while purchasing the tyres.

Interpretation:

From the above table it is clear that while purchasing the tyres most of

the (42%) respondents consider the quality, 36% of the respondents consider

the durability and 22 % of them consider the price of the product.

6.11 Analysis of average period of purchasing the tyres.

Table No-6.11

SI NO: No of

respondents

%

1 3 Months 3 6

2 6 Months 6 12

3 9 Months 16 32

4 1 year & above 25 50

TOTAL 50 100




Fig.6.11 Showing the average period of purchase.

Interpretation:

It is difficult to tell that average period of purchasing it depends on how

use their vehicle and the weight they carry. From the above table we came to

know that 50 % of the respondents purchase tyres once in a year. And less

than 32 % purchase within 9 months.

6.12 Analysis of major advantages in this product.

Table No-6.12

SI NO: No of

respondents

%

1 Everything 29 58

2 Nothing --

3 Initial mileage 17 34

4 Smoothness 4 8

TOTAL 50 100




Fig. 6.12 showing the major advantages they find in this product.

Interpretation:

From the above table58% of the respondents accepted that the product of

the JK Tyres for everything and 34% find major advantage of initial mileage

and 8% for smoothness of the product.

6.13 Analysis of satisfaction of design of this product.

Table No-6.13

SI NO: No of

respondents

%

1 Yes 32 64

2 No 18 36

TOTAL 50 100




Fig. 6.13 showing the satisfaction of design of the product.

Interpretation:

From the above table and graph it is observed that more than 64% of

the respondents are satisfied with the design of the JK Tyres, and remaining

are not satisfied.

6.14. Analysis of the out look and style of this brand.

Table No-6.14

SI NO: No of

respondents

%

1 Yes 38 76

2 No 12 24

TOTAL 50 100

Sources primary data



Fig. 6.14 showing the outlook and style of the product respondents

Interpretation:

From the above table and diagram it is observed that more than 76 %

of the respondents are satisfied with the style and design of this brand and

remaining are not satisfied.

6.15.Other services preferred from this brand.

Table No.6.15


1 Product knowledge 13 26

2 Door delivery 15 30

3 Monthly camp 22 44

TOTAL 50 100




Fig. 6.15 showing the services they prefer.

Interpretation:

From the above table it is clear that (44%) most of the respondents are

prefer monthly camp, 30% prefer door delivery of the product and 26%

prefer like product knowledge.

6.16 Analysis of the relationship they have with this brand.

Table No-.6.16


1 Regular 35 70

2 Occasional 7 14

3 Special 5 10

4 Rare 3 6

TOTAL 50 100

Sources primary data

Fig.6.16 showing the relationship they have with this brand.


Door delivery


Interpretation:

From the above table it can be observed that 70% have the regular

relationship, and 14% of the respondents are occasional relation and 10 %

have Special relationship.

CHAPTER-VIISUMMARY OF FINDINGS, SUGGESTIONS& CONCLUSION

In this chapter, I would like to bring out my survey findings &

suggestions are explained with reference to survey data. The findings are

recorded in tables and graphs, from the study the following findings were

made.

7.1 FINDINGS:

It is found in survey that 24 % of the respondents are not satisfied with

the product quality.

It is observed that only 18 % of the respondents are dissatisfied for the

after sales service.

It is observed from the survey that many of your consumers want to shift

over to MRF (52%), Ceat (10%), TVS (10%), Modi (8%), and 4% to

Good year.

24% and 76% of the respondents are dissatisfied with the re-treading and

mileage performance of J K TYRES.



It is found in the survey that most of the respondents are getting

information about the JK Tyres products through the Television (34 %)

and Newspaper (36%).

In the survey it came to know that most of the respondents have come to

know about the JK Tyres from more than 5 years, it is clear that the JK

tyres company has been taking steps to give information about its

products.

It is observed through the survey that only 16 % of the respondents are

cost conscious, and 64 % of the respondents are quality conscious they

prefer only because of quality and durability.

It is found in the survey that 40 % of the respondents switching to this

brand because of re-treading and 24% are because of performance.

While purchasing tyres 42% of the respondents consider quality. 36% of

the respondents consider durability ofcourse price is also major important

they don’t worry about this much more.

Purchasing of tyres frequently is depends upon the how they use vehicles

and the weight they carry, more than 50% of the respondents purchase

once in a year.

More than 44 % of the respondents preferred service of the monthly

camp for quick knowledge.



It is observed in the survey that more than 64% of the respondents

satisfied with the design, and 76% of the respondents satisfied with the

out look and style of the tyres.

Company is not encouraging credit basis of selling the products.

Regarding pricing when compared with the other competitors pride of

this product, respondents are happy with the price of the JK tyres because

quality and price are equal.

More than 58 % of the respondents have accepted this brand only

because they are getting major advantages form this brand.



7.2 SUGGESTIONS:

From the above findings the following suggestions were made.

1. Quality is a main tool to get a good market of the product. The

quality should be accepted by all respondents. Even if a small

percentage are dissatisfied, they always reject and opinion always

will negative. In this context it is suggested that the company

should improve the quality of tyres, tubes and other items to win

the consumers hearts to obtain the market share.

2. In every business customer care is very important in post and pre

sale, many precautionary steps should be taken in all the levels of

the activities. It is suggested that company should introduce

programs like consumer council, sale after service etc. these steps

will encourage the consumers to explain their own feelings and

opinion.

3. Satisfaction of old customer and searching for new customer is the

main policy of all the business. In this respect it is suggested that

maintaining good quality, economy in price, promotional policy

and appointing effective dealers will help to attract the new

customers.



4. Credit system introduction is necessary in mobilizing of sale. This

system will help to keep many more customers as well as getting

new customer.

5. It is suggested that the dissatisfaction of the customer will loose

the reputation and switching over to competitors product. In this

aspect it is suggested that improvement and standardization of the

product quality will bring down the problems while marketing the

product.



7.3 CONCLUSIONS:

Success and failure of any business enterprise depend upon the

quality products and services that company provides. In the present scenario

customers are more attracted towards the quality.

In olden days customers preferred the products that were suggested by

the friends and neighbors. But now it is not like that they purchase which

ever they, like because they are getting information about the product quality

and about the company’s marketing strength.

In order to demonstrate its commitments towards quality, JK Tyre has

made never-ending efforts to make all its products of world-class quality.

Even though competitions at international market, JK Tyre keep its

name and fame in the international market by consciously following a policy

of continuously modernizing and expanding its tyre manufacturing facilities

to retain its edge in the market.



BIBLIOGRAPHY

MARKETING MANAGEMENT-- SHERLEKAR

MARKETING MANAGEMENT-- PHILIP KOTLER

PRODUCT MANAGEMENT-- GANDHI

MARKETING MANAGEMENT-- W.J. STANTON

RESEARCH METHODOLOGY -- O.R. KRISHNA SWAMI

RESEARCH METHODOLOGY -- C.R. KOTHARI

WEB SITE-- www.jktyre.com

Economic Times-- Daily newspaper

Business Line-- Daily newspaper

JOURNALS AND MAGAZINES: -

THE WEEK



BUSINESS INDIA

OUT LOOK

QUESTIONNAIRE:

DATA FOR THE STUDY

1) Through which media you become aware of J K TYRES brand?

a) T V [ ] b) News Paper /Magazines [ ]

c) Friends [ ] d) Others………. [ ]

2) From how many years you kwon about this brand?

a) Less than 2 years [ ] b) 2 to 5 years [ ]

3) From how many years are you using this brand?

a) Less than 3 years [ ] b) 3 to 5 years [ ]

c) 5 & above [ ]

4) Why do you prefer J K Tyres?

a) Quality [ ] b) Price [ ]

c) Durability [ ]

5) On what basis would you purchase this brand?

a) Fully cash [ ] b) Fully credit [ ]

c) Half cash & credit [ ]

6) Are you satisfied with this product?


http://www.jktyre.com/


Yes [ ] No [ ]

7) If ‘Not satisfied’ with this brand for which brand will you shift?

a) M R F [ ] b) Ceat [ ]

c) Good Year [ ] d) Modi [ ]

e) T V S [ ] f) Apollo [ ]

8) What made you to switch to this?

a) Initial Mileage [ ] b) Re-trading [ ]

c) After-sales-service [ ] d) Performance [ ]

9) When compared with the price. Are you happy with the price of this

product?

Yes [ ] No [ ]

10) What factors do you consider while purchasing tyre?

a) Price [ ] b) Quality [ ]

c) Durability [ ]

11) Average period of purchasing tyre.

a) 3 Months [ ] b) 6 Months [ ]

c) 9 Months [ ] 1 year & above [ ]

12) What are the major advantages you find in this brand?

a) Everything [ ] b) Nothing [ ]

c) Initial Mileage [ ] d) Smoothness [ ]



13) Are you satisfied with the design of this product?

Yes [ ] No [ ]

14) Are you satisfied with the out look and style of this product?

Yes [ ] No [ ]

15) What are the other services would you prefer from this brand?

a) Product knowledge [ ]

b) Door delivery [ ]

c) Monthly camp [ ]

16) What is the relationship do you have with this brand?

a) Regular [ ] b) Occasional [ ]

c) Special [ ] d) Rare [ ]

17) What are your opinions about J K TYRES?

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