SUMMER TRAINING

REPORT

ON

“Market Share of Apollo Tyres in Passenger car radial

In Varanasi area ”

FOR

APOLLO TYRES LIMITED.

Under the supervision of Under the guidance of:

Mr.Shashank Sharma Mr.Bipin Singh District Manager MBA Faculty Submitted by:

Anand Jaiswal

MBA 3rd Sem (2009-10)

B.B.S. Institute Of Management Studies Greater Noida

1

ABSTRACT

In this project I have studied “Market Share of Apollo tyres in passenger car radial in

Varanasi area.’’ Apollo tyres are manufactured by Apollo tyres ltd. In this competitive era of

marketing where the satisfaction of customers towards the product has become first priority. It is

very important to analyse the customers’ behavior. Every company determines the price of its

products, sales promotion etc. according to the market requirement. Direct marketing is one of the

effective medium sales promotion because it is directly related to customers. With the help of

direct marketing company enhances its brand image. Without putting customers on top, no

company can get success. To get success every company should target customers because market

is totally customer oriented.

This project report evaluates the position of Apollo tyres in Varanasi market and the role

of direct & indirect marketing. Finally I have given some views and suggestion to the company

for its market strategy.

2

PREFACE

In spite of the theoretical knowledge gained through classroom study, a person is

incomplete if not subjected to practical exposure of real corporate world .He may have to face

hurdles, which will be difficult to overcome without any first-hand experience of business.

In this context, research program has been designed to make the person aware of

happenings of the real business world. The project entitled “Market share of Apollo tyres in

passenger car radial in Varanasi area’’ with special reference to Apollo, has been done at Varanasi

as a completion part of M.B.A program.

In our summer training, we worked upon the analysis of Apollo tyres fitment in Varanasi

by the fitment survey, customer attitude, and dealer preference through the personal contact,

interview and questionnaire . During my summer training, I got an opportunity to apply my

theoretical knowledge and meaningful concept to actual business condition and to familiarize

with the marketing activities of the products . All the works done on this project report is

confined to my broad objective.

3

ACKNOWLEDGEMENT

At the successful completion of our summer training at APOLLO TYRES

LIMITED at VARANASI . We would like to express our gratitude and thanks to

Mr. Shasank Sharma and all the staff members of APOLLO TYRES LIMITED at

VARANASI, for the guidance , support and help, without which the completions of this

project was not possible.

Equally , we are also grateful to Dr. S .K. Mishra (Coordinator of M.B.A. Programme,

BBSIMS), for his valuable guidance and support. I would also like to take this opportunity to

express my gratitude to all our M.B.A. teachers, who were the source of inspiration and

motivation all through the program.

Finally, we would also like to take this opportunity to express my gratitude to all the

members of Apollo Tyres Ltd. and faculty members of B.B.S Institute of Management Studies

( Greater Noida) for sharing their helpful ideas during this project .

(ANAND JAISWAL)

4

TABLE OF CONTENTS

PART-I

1. CHAPTERS

Introduction

Company Profile

Marketing Strategy

Scope

Product Profile

Global Presence

Basic Function of Tyres

Golden Rules for Tyres Selection

5

PART-II

1. Objective

2. Research Methodology

3. Data Analysis

4. SWOT Analysis

5. Recommendations

6. Conclusion

7. Limitations

8. Bibliography

Questionnaires

6

INTRODUCTION

In today’s world of intense competition and rapid dynamism, all the companies worldwide

are tuning their focuses on the customer. Suddenly, the customer had succeeded in capturing all

the attention of the companies towards him, so much so, that the once famous maxim, “customer

is the god” has become so true and relevant today. There has been a “paradigm shift” in the think-

ing of these companies and none other then the customer has brought this about.

Earlier there was a sellers market, since goods and services were in short supply and the

sellers use to call the shots. But, ever since the advent of the era of globalization, there has been

total transformation in the way the customers being perceived. Today, marketers are directing

their efforts in retaining the customers and customers’ base. Their focus has shifted towards inte-

grating the three elements people, service and marketing.

The customer’s importance has assumed imponderable proportions in today’s world, be-

cause of the inherent value that the customers command. A customers can “make or break” a com-

pany. It is the responsibility of every company to see that all its customers are equally satisfied

with them, for one single dissatisfied customer will tell at least nine others about the dissatisfac -

tion and will spark off a chain reaction and spell doom for that company. In such scenario, reten-

tion of the existing customers assumes diabolical proportion. Research has thrown light on some

important aspects of customers’ retention it has been proved empirically that acquiring new cus-

tomers can cost five times more than the cost involved in satisfying and retaining current cus-

tomers.

7

In the past, the customers was taken for a ride, as there were not many players in the fields,

not much importance was attached to product safety, quality, service and product appeal. The atti-

tude of the manufacture was that of “caveat – emptor”. Thanks to the government policies on lib-

eralization, globalization and privatization (LPG), the market scenario has changed today. Today,

the customer has a host of defense mechanism like the customers protection laws, regulation of

the government, the powerful hands of the organization, customers’ courts, switching to substitute

or competitors that offer at competitive prices, etc. The maxim,” caveat – emptor” has been re -

placed by “caveat venditor”.

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

attending to customers complaints. Availability of trainee service personal and quality genuine

spare parts posed serious problems. However, with the rising competition, there could not be

much product differentiation, as price and quality were comparable and latest technology was to

each and every company in the field. Since, there could not be much differential a tangible assets,

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

as a major differentiator. Today after sales service is an important aspect of every company, and it

is no more considered as a cost center, but considered as a profit center. Every organization strives

hard to retain its existing customers at any cost since it is five times costly to get a new customers,

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

best services to their customers.

8

HISTORY OF APOLLO TYRE COMPANY

“People deliver innovation Innovations deliver success

A few of the difference our people made”

1975 Inception

1976 Registered as a company

1977 First Plant commissioned in Perambra(Cochin, Kerala)

1991 Second Plant commissioned in Limda (Baroda, Gujarat)

1995 Acquired Premier Tyres in Kalamassery (Cochin, Kerala)

1996 Exclusive Tubes Plant Commissioned in Ranjangaon (Pune, Maharastra)

2000 Exclusive Radial Capacity established in Limda

2000 Established APOLLO TYRES Health Care Clinic for HIV. Aids awareness

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

2004 Production of India’s first H-Speed rated tubless passengers car radial tyres

2004 Support in setting up India’s first emergency medical service in Baroda

2005 APOLLO TYRES health care clinic in Udaipur in Rajasthan and Kanpur in Uttra Pradesh

2006 Expansion of passenger car radial capacity to 10000 tyres per day

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

2006 Acquired Dunlop tyres international in South Africa and Zimbabwe2006 Opening of Apollo tyres health care clinic in Ukkadam, Tamilnadu

9

2006 Launch of Dura Tread, trading material and solutions

2006 Launch of India’s first range of ultra high performance V and W-speed rated passenger car radial

2007 Launch of Regal Truck and Bus radial tyres

2007 Launch of Dura tyres, retreaded tyres from Apollo

2007 Launch of the Apollo Tennis Initiatinve and Mission 2018

10

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

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

India, Apollo is a young, ambitious and dynamic organisation, which takes pride in its unique

identity. Registered as a company in 1976, Apollo is built around the core principles of creating

stakeholder value through reliability in its products and dependability in its relationships.

Apollo’s present strength and market dynamism steps from its early years of strife in establishing

itself as a tyre manufacturer within the closed Indian economy. Over two decades, Apollo

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

initiatives to establish itself as a leader in its home market. Some of these include segmenting

customers by their load and mileage requirements, running tyre loyalty programmes, establishing

customer contact programmes which resulted in better health and driving habits, introducing

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

the first time, in 2006 Apollo ventured outside India in its quest to test itself outside its home

11

comforts. Apollo acquired Dunlop Tyres International Pty Ltd in South Africa (since renamed as

Apollo Tyres South Africa Pty Ltd) and Zimbabwe, taking on southern Africa as the second

domestic market. The company holds brand rights for the Dunlop brand across 30 African

countries.

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

Europe as its third crucial market. The company currently produces the entire range of

automotive tyres for ultra and high speed passenger cars, truck and bus, farm, Off-The-Road,

industrial and specialty applications like mining, retreaded tyres and retreading material. These

are produced across Apollo’s eight manufacturing locations in India, Netherlands and Southern

Africa. A ninth facility is currently under construction in southern India, and is expected to

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

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

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

exclusive or multi-product outlets. In South Africa the branded outlets are called Dunlop Zones,

while in India they are variously named Apollo Tyre World (for commercial vehicles) and

Apollo Radial World (for passenger cars). Exports out of these three key manufacturing locations

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

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

essential. Special efforts are made to understand customer needs and segment the market

accordingly. After which, products are developed for niche applications within a larger category

to enable the company to provide efficient, fuel and cost-saving products to each customer

segment. Innovation has always been an integral part of the Apollo way of doing business, this

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

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

community involvement and giving programmes directly related to its business. In India, the

12

focus has always been on finding ways to ensure a direct benefits to customer groups. For the

commercial vehicle community the company runs extensive HIV-AIDS awareness and

prevention programmes and has established Health Care Clinics across the country to cater to the

community’s health needs. For passenger car customers the focus is on cultivating Safe Driving

habits. Across its manufacturing locations, the key initiatives revolve around health and

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

talent through its Mission 2018, which is focused on nurturing and training youngsters in the

sport of tennis to enable an Indian to win a Singles Grand Slan Championship by the year 2018.

13

MARKETING STRATEGY

Strategic thinking is key to the evolution of successful marketing strategies of APOLLO

tyre. This involves the following analyses:

(a) Understanding markets: Strategic perspective of the market requires skilful analysis of

the trend and how they affect the market size and demand for the firm’s product.

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

niches in Indian market.

(c) Product and service planning: Analysis of the customer’s promotion of the brand, both

of the firm and competitors, besides an analysis of the situation in which the customer uses

the product.

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

are some of the key factors that are going to affect the distribution process in the Indian

market.

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

have to make effective utilization of every rupee spent in marketing.

Market opportunity of Apollo tyres:-

Identification of market opportunity is critical before the management of affirm takes a

decision to launch or diversify in any product area. This involves analysis of the following:

Size of the market

Marketing strategies and the extent and quality of services rendered by other firm in

the industry.

Market programmed required to satisfy market wants

Identification of key success factors in an industry and linking them to a firm’s

strengths and weakness

14

Market opportunity

(a) Size of the market

(b) How well the market is served

(c) Prospective inches

(d) Marketing mix required to succeed

(e) Core competencies required

i.

15

MARKETING MIX

A Marketing mix is the division of groups to make a particular product, by pricing,

product, branding, place, and quality. Although some marketers[who?] have added other P's, such as

personnel and packaging, the fundamentals of marketing typically identifies the four P's of the

marketing mix as referring to:-

1. Product

2. Price

3. Promotion

4. Place

16

Product

A tangible object or an intangible service that is mass produced or manufactured on a large

scale with a specific volume of units. Intangible products are often service based like the tourism

industry & the hotel industry. Typical examples of a mass produced tangible object are the tyre. A

less obvious but ubiquitous mass produced service is a computer operating system.

Price

The price is the amount a customer pays for the product. It is determined by a number of factors

including market share, competition, material costs, product identity and the customer's perceived

value of the product. The business may increase or decrease the price of product if other stores

have the same product.

17

Place

Place represents the location where a product can be purchased. It is often referred to as

the distribution channel. It can include any physical store as well as virtual stores on the Internet.

Promotion

Promotion represents all of the communications that a marketer may use in the

marketplace. Promotion has four distinct elements - advertising, public relations, word of mouth

and point of sale. A certain amount of crossover occurs when promotion uses the four principal

elements together, which is common in film promotion. Advertising covers any communication

that is paid for, from television and cinema commercials, radio and Internet adverts through print

media and billboards. One of the most notable means of promotion today is the Promotional

Product, as in useful items distributed to targeted audiences with no obligation attached. This

category has grown each year for the past decade while most other forms have suffered. It is the

only form of advertising that targets all five senses and has the recipient thanking the giver. Public

relations are where the communication is not directly paid for and includes press releases,

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

any apparently informal communication about the product by ordinary individuals, satisfied

customers or people specifically engaged to create word of mouth momentum. Sales staff often

plays an important role in word of mouth and Public Relations. Broadly defined, optimizing the

marketing mix is the primary responsibility of marketing. By offering the product with the right

combination of the four Ps marketers can improve their results and marketing effectiveness.

Making small changes in the marketing mix is typically considered to be a tactical change.

Making large changes in any of the four Ps can be considered strategic. For example, a large

change in the price, say from $19.00 to $39.00 would be considered a strategic change in the

position of the product. However a change of $131 to $130.99 would be considered a tactical

change, potentially related to a promotional offer.

18

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

options. They are not trade-offs but are fundamental marketing issues that always need to be

addressed. They are the fundamental actions that marketing requires whether determined

explicitly or by default.

19

SCOPE

The scope of the study has been limited to a few tyres manufacturing majors. It does not

extend to all the segments available in the market.

Only Varanasi district has been covered in this study. Any development in the tyre market

after July 2009 is beyond the scope of this study.

20

Product Profile

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

and The Apollo Tyres Company manufacturing the tyres for the entire segment (TRUCK, LCV,

PCR, FARMS, OTR).

   

   

 

  

   

 

21

   

   

 

   

H/V speed rated

Excellent handling at high speeds

Optimum wet and dry performance

Low external and in-cabin noise levels   for a comfortable ride

 

 

   

V/W speed rated with superb wet and dry performance   and exceptional driving pleasure

Innovative asymmetric tread pattern  for maximum performance

Special silica tread compound for better fuel economy   and wet performance

Rim protector

 

 

22

   

W/Y speed rated with a quick steering response  for a sporty performance

Unidirectional V-shaped tread design resists aquaplaning

Excellent handling at high speeds

Special silica tread compound for better fuel   economy and wet performance

 

 

   

S/T speed rated

Reinforced tyre construction for long life

Visual alignment indicator for detecting any misalignment wear in the tyre

Especially designed for low noise

 

 

   

   

    

   

23

MC 20 SH 41 SC32-SUV

SE 66 SH 19 SG 47

24

GLOBAL PRESENCE

Global partnerships, global reputations

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

become one of the world's biggest and most respected tyre brands. our operations are now

worldwide.

For location details, please visit our global locations section.

Working for you

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

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

with manufacturers. We also involve our India, South Africa and Zimbabwe sister companies to

provide the latest research and development, testing and manufacturing facilities.

For more information on original equipment fitment manufacturers. Wherever you are of

distribution centres, we also supply many retailers, including our retail chain, Hi-Q Tyres. Use

this section to find all the facts and information on Apollo's heritage, policies, global presence and

commitment to the future.

25

Locations in India

   

     

 

 

Limda, Baroda, Gujarat

In operation since 1991 Products manufactured

Passenger car radial Truck and bus radial & cross-ply Light truck radial & cross-ply Farm radial & cross-ply

 

26

 

Perambra, Cochin, Kerala

In operation since 1977 Products manufactured

Truck and bus cross-plyLight truck cross-plyFarm radial & cross-ply

Organizational structure of Apollo Tyre

27

GOALS OF APOLLO AND THE ENVIRONMENT

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

vehicle manufacturers use our tyres as original equipment because they trust and respect our

quality, development techniques and innovation. However, this alone is not enough. We must also

meet the demands of the environment by adopting sustainable practices and using our resources

more efficiently. We practice the latest manufacturing and management techniques and work only

to the highest standards as outlined in international standards.

In practice

Here are some of our activities:

Introduction of an Environmental Management System (EMS) as part of our integrated quality, environment, health and safety management system .

Promotion of EMS to our customers, suppliers and contractors .

Environmental performance targets to meet our legal, operational and business requirements.

Regular audits and reviews on our environmental performance

Environmental awareness training for all directors and senior management .

Appointment of environmental co-ordinators to ensure our EMS is implemented and maintained in line with ISO 14001

Continual re-alignment of our environmental policy and business objectives

28

TYRES SAFETY

(TYRES MAINTENANCE - YOUR MOST IMPORTANT SAFETY ITEM)

Your tyres are the only contact between you and the road and, like your vehicle, they too

require regular maintenance.

HERE ARE A FEW TIPS

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

your tyres are cold. Inspect tread and sidewalls for cuts and abrasions, bulges, unusual wear and

road damage. If the tyres receives a severe impact, ask your tyres retailer to check for internal

damage. Do not repair cuts in sidewalls of radial play tyres. Avoid using 'sealants' or other liquid

preparations to prevent deflation. These may cause the valve to stick open slightly, causing

pressure loss and indirectly causing corrosion of steel belts.

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

tyres to the suggested pressure. Take action immediately to rectify any unusual sounds or

vibrations. Tyre balance and vehicle wheel alignment should be checked regularly, (ie every

10,000km), especially if your tyres are subjected to rough roads or aggressive driving.

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

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

Tyre Pressure

Maintaining the correct pressure is the easiest, yet most important thing you can do to get

the best performance, economy and safety from your tyres. Information relating to the correct

pressure should be available from your vehicle's tyre placard however, considering these points

may help: 29

HERE ARE A FEW TIPS

Different driving conditions require different pressures. For example, a higher pressure is

usually recommended for high speed driving or when carrying or towing a heavier than normal

load. Seek advice on what is the best for you and your car. Tyres pressure should be checked

when tyres are cold, as pressures will increase when tyres warm up.

Under inflation of tyres can cause them to experience uneven or rapid tread wear, as well

as lead to an increase in fuel consumption. In addition, under inflation reduces your vehicles

braking and handling capabilities, and can ultimately lead to serious tyre failure. Where possible,

carry your own tyre pressure gauge. Sealing valve caps must ALWAYS be used, the best being

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

retailer.

TYRE ROTATION

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

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

components, vehicle misalignment or incorrect tyre balance. These concerns cannot be corrected

by simply rotating the tyres. Your local tyre retailer should correct these problems.

Front to back same side rotation is acceptable when tyres are wearing unevenly. If the

spare is included in the rotation it should be exchanged with the tyre allocated to the right hand

rear position.

30

Basic Function of Tyres

1. To roll

2. To carry a load

3. To steer the vehicle

4. To transmit braking force and power output

5. To absorb(noise and mechanical vibration)

6. To last

7. To handle speed

8. Low noise

9. Low rolling resistance

10. To look goods

31

THE GOLDEN RULES FOR TYRE SELECTION

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

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

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

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

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

32

OBJECTIVE

To understand the consumer behavior and perception about Apollo Tyres

To assess the relative competitive position of Apollo tyres in the minds of the consumer and dealers.

To determine the market share of Apollo tyres in Varanasi.

To determine the mind share and heart share.

To compare the performance of major market player with respect to their 4 P’s.

To determine the positioning strategy.

33

Research Methodology

Every project work requires research, successful completion of any project and getting the genuine results from that depends upon the research method used by the researcher. The whole research process used by us is as follows:-

1. Problem Formulation

2. Research design

3 Sample design

4. Source of data

(a) Primary source of data

(b) Secondary source of data

(c) Collection of data

(d) Analysis of data

(e) Interpretation of data

(f) Project report and writing

34

Research Research can be defined as a careful investigation or inquiry especially through search for

new facts in any branch of knowledge. Redman and Mory defines research as a systematized

effort to gain new knowledge.

Marketing research Marketing research is the systematic gathering, recording and analysis of data about

marketing problems to facilitate decision-making. Marketing research is the systematic design,

collection, analysis and reporting of data and finding relevant to a specific marketing situation

facing the company.

Type of Market Research

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

adequate information to the line of management. In these days of specialization, various types of

marketing research are adopted.

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

1. Marketing performance research

2. Product research

3. Promotion research

4. Distribution research

5. Pricing research

35

Methods of data collection

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

analysis and decision issue of the action to be taken.

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

conclusions from the detailed investigations.

There are two types of data primary and secondary.

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

time and thus happen to be original in character. There are several methods of collecting primary

data, particularly in survey and descriptive researches.

Some important methods of collecting primary data are:

a. Observation Method

b. Interview Method

c. Questionnaire

d. Schedules

2. Secondary data: - Secondary data are used means that are already available i.e. they refer

to the data which have already been collected and analyzed by someone else and which have

already been passed through the statistical process. Secondary data may either be published data

or unpublished data.

36

COLLECTION OF DATA THROUGH OBSERVATION

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

the sample of 100 vehicle models like INDICA, SENTRO, WAGONR, TATA SUMO, TOYOTA,

ZEN,SCORPIO, BMW, OCTAVIA, JAZZ, and QUALIS etc (four Wheelers).

Through my personal observation I have observed the tyres used in the above models and

presented them graphically.

This observation was done in the various areas of Varanasi like Nadeshar, Cant.Station,

Taj Hotal, Patal Nagar, Chauka Ghat, Andhra Pull, Raja Talab, Lahartara, Rohaniya, Vishal

Travel, and PCF Plaza, etc.

37

PROJECT

CONSUMER BEHAVIOR & MARKET SHARE OF APOLLO TYRES

Objective: - Analysis of Fitment of APOLLO TYRES by the personal contact, Interview, questionnaire & fitment survey.

Place: - VARANASI

Sample Size: -

(a) 100 Customer data collection

(b) 3 campaign

(c) Fitment survey of 100 vehicles

Methodology: - The data collected by two methods.

I. Primary data collection.

II. Secondary data collection.

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

schedules and questionnaire. In secondary data, The data are also available and we have observed

through net and company.

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

various brand of Apollo Tyres & take valuable information of tyre industry.

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

A:-FITMENT SURVEY

o Analysis of Front Tyres.

o Analysis of Rear Tyres

o Over all Analysis (Front + Rear) 38

Analysis

ANALYSIS OF FRONT TYRES

(Four Wheelers) (200 Tyres)

39

COMPANY NO. OF TYRES % SHARE

BRIDGE STONE 34 17 %

JK 38 19 %

CEAT 16 8 %

APOLLO 48 24 %

MRF 56 28 %

OTHERS 2 1 %

0

10

20

30

40

50

60

BR

IDG

E

ST

ON

E JK

CEAT

APOLL

O

MRF

GOOD

Y

EAR

O

THERS

NO. OF TYRES

% SHARE

GRAPHICAL REPRESENTATION OF MARKET

SHARE IN PASSENGER CAR RADIAL (Four Wheeler Front Tyres) VARANASI.

40

17%

19%

8%

24%

28%3% 1%

PERCENTAGE OF TYRES

BRIDGE STONEJKCEATAPOLLOMRFGOOD YEAROTHERS

41

ANALYSIS OF REAR TYRES

PASSENGER CAR (Four Wheelers) (200 Tyres)

GRAPHICAL REPRESENTATION OF MARKET

SHARE IN PASSENGER CAR RADIAL (Four Wheeler Rear Tyres) VARANASI

42

COMPANY NO. OF TYRES % SHARE

BRIDGE STONE 43 21.5 %

JK 40 20 %

CEAT 12 6 %

APOLLO 55 27.5%

MRF 38 19 %

GOOD YEAR 8 4%

OTHERS 4 2 %

0

10

20

30

40

50

60

BRID

GE

STONE

JK

CEAT

APOLLO

MRF

G

OOD

YEAR

O

THERS

NO. OF TYRES

% SHARE

22%

20%6%

28%

19%

4% 2%

PERCENTAGE OF TYRES

BRIDGE STONEJKCEATAPOLLOMRFGOOD YEAROTHERS

43

OVER ALL ANALYSIS (FRONT+REAR)

Passenger Car Radial (Four Wheeler) (400 TYRES)

22%

20%6%

28%

19%

4% 2%

PERCENTAGE OF TYRES

BRIDGE STONEJKCEATAPOLLOMRFGOOD YEAROTHERS

44

GRAPHICAL REPRESENTATION OF MARKET

SHARE IN (Four Wheeler Rear Tyres) VARANASI

45

COMPANY NO. OF TYRES % SHARE

BRIDGE STONE 77 19.25 %

JK 78 19.5%

CEAT 28 7%

APOLLO 103 25.75 %

MRF 94 23.5 %

GOOD YEAR 14 3.5 %

OTHERS 6 1.5 %

0

20

40

60

80

100

120

BRIDGE

STONE

JK

C

EAT

APOLLO

M

RF

G

OOD

Y

EAR

OTHERS

NO. OF TYRES

% SHARE

19%

20%

7%26%

24%

4% 2%

PERCENTAGE OF TYRES

BRIDGE STONEJKCEATAPOLLOMRFGOOD YEAROTHERS

46

B: - CUSTOMER MEETING

19%

20%

7%26%

24%

4% 2%

PERCENTAGE OF TYRES

BRIDGE STONEJKCEATAPOLLOMRFGOOD YEAROTHERS

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Meeting with Four wheeler owners:-

A-Nadeshar

B-Patel Nagar

C-Taj Hotal D-Vishal Travels

E-Chauka Ghat

F-Cant-Station

G-Andhra pull H-Raja Talab C:-CAMPAIGN

Nadeshar

Taj Hotal

Chauka Ghat

ANALYSIS OF CUSTOMER MEETING AND CAMPAIGN

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

whole the feed back that they gave was as follows approx 23% customer said that Apollo Tyres is

excellent and 56% customer said that Apollo Tyres is very good, 21% customer said that Apollo

Tyres is average and know body is said that Apollo Tyres is below average. The graph below

shows the following information.

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

that were received from customers are as follows around 75% customer said that they purchase

Apollo Tyres from the exclusive dealer of Apollo Tyres, 20% customer said that they purchase

from MBDs (Multi brand dealer ) so that they could make a comparison of cost between Apollo

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

tyres traders the graph below gives better information.

0%

10%

20%

30%

40%

50%

60%

Excellent Very Good Average Poor

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Exclusive Dealers Multi Brand Dealers Other Tyre Dealers0%

10%

20%

30%

40%

50%

60%

70%

80%

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

82% customer said that they get Apollo Tyres very easily whenever they require them from the

nearest dealer and 18% customers said that there is always a scarcity of the most popular brands

of Apollo Tyres Ltd. Such as Aspire, Acelere Sportz, Acelere, Hawkz and Amazer XL .

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The Graph below shows the exact position.

Readily Available

Not Readily Available

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

% AGE OF SATISFIED AND DISSATISFIED USER OFAPOLLO TYRES

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SATISFIED

DISSATISFIED

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

not satisfied with the Apollo Tyres . We met the different customers. Customer said that the

quality of Apollo Tyre is very good. Tyre is very costly but the performance of Apollo Tyre is

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better than other tyres. They said that the claim policy of Apollo Tyre is very good. Several

customers are very friendly and the Co-operate in our work but few customers behaved very

rudely. Customers are happy with the campaign and they said that they gain a lot of knowledge

from the campaign and they said that campaign should be organized continuously in different

area.

These things give us a good experience and obtain good knowledge about customers attitude.

SWOT ANALYSISSTRENGTHS -

Heavy range of products.

Brand awareness

Best promotion by display

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Advertisement

WEAKNESSES -

SVS depended on APOLLO

Shortage

No proper replacement of damage

Low margin for shopkeeper

No proper inspection of salesman

OPPORTUNITIES -

addition of outlet

Improve the market of APOLLO TYRES by giving some more advantages THREATS -

More satisfaction from local wholesale market, they can deduct the

number of outlets.

Dissatisfaction due to improper handling

Without proper inspection, salesman may be careless.

RECOMMENDATION

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

Existing product want some improvement according change of technology , competition and

spread of market.

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In our experience which I get within 45 days . I would like to suggest following points.

1. Made heavy duty tyre according demand of customer.

2. Expand its advertisement , emphasis on personal advertisement.

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

market.

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

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

6. Provide facilities to payment in installment.

7. To provide cheaper tyers with advanced quality .

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

CONCLUSION

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

Segment(Passenger Car Radial).

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

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

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

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

from the nearest dealer.

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

Apollo Tyres Ltd.

LIMITATIONS

1. Survey represent only Apollo market position:- Because this survey is conducted in

Varanasi . So we can not imagine through it nation level market position of Apollo tyre.

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2. Non respondent:- In this survey many respondent are included which give no idea

according our survey objective .

3. Sample size is limited:- In this survey I take only 400 unit as sample size. The conclusion

is find out through this sample size. So it not represent all market.

4. Time is limited:- This survey is done within 6 to 7 week, so it may be possible that some

aspect may be left.

5. Falls information:- In this survey we can not say that every information correct because

many respondent gives falls information it may more positive or negative.

6. Financial problem:- Money play very important role in any work in this survey there is

also effect of finance because I have limited finance.

BIBLIOGRAPHY

MARKETING MANAGEMENT:- By Philip Kotler

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RESEARCH METHODOLOGY:-

By C.R. Kothari

WEBSITES:-

www.apollotyres.com

www.google.com

www.weekypedia.com

QUESTIONNAIRE

Name-……………………… KM done by vehicle-………………….

Address-…………………… Condition of Tyres-…………………...

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……………………………...

………………………………

Mobile no.-………………….

1:- Have you heard of Apollo Tyres in PCR ? (a) Yes (b) No

2:- Are you satisfied with the radial car of Apollo Tyres ? (a) Yes (b) No (c) Don’t know.

3:- Which brand of Apollo tyres do you use ?

(a) Amazor XL (b) Acelers (c) Hawkz (d) Aspire (e) None of the above.

4:- Which tyre do you prefer in your used TL or TT.

5:- Which company TL tyre do you used ?

(a) MFR (b) Apollo (c) Michelin (d) CEAT (e) JK (f) other.

6:- Which company TT tyre do you use ? (a) Apollo (b) MRF (c) Michelin (d) Bridge stone (e) JK (f) CEAT

7:- which company tyre do give maximum mileage ?

(a) Apollo (b) MRF (c ) Michelin (d) Bridge stone (e) CEAT (f) JK

8:- Which company produce better after sales service?

(a) Apollo (b) MRF (c) Michelin (d) Bridge stone (e) CEAT (f) JK 59

9:- What type of warranty should company give ? (a) Conditional (b) Unconditional 10:- Which company give fastest claim ?

(a)Apollo (b) MRF (c) Michelin (d)Bridge stone (f) None of the above

11:- What is time period you change the tyres? (a) > 1 year (b) > 2 year (c ) > 3year (d) >4 year (e) none of the above

12:- Which company tyre is maximum accepted by the customer?

(a) Apollo (b) MRF (c ) Michelin (d) Bridge stone (e) JK

13:- What is the life expectancy of Apollo tyre? (a) > 1 year (b) > 2 year (c ) > 3year (d) >4 year (e) none of the above

14:- Which brand of Apollo in PCR gives maximum services? (a) Hawxz (b) Acelere (c) Amazor xl (d) Aspire (e) don’t know

15:- Which brand of other company do you like most on the grand of design and service?

(a) MRF (b) JK (c ) CEAT (d) Bridge stone (e) Yokohoms (f) Michelien

16:- How to promote the Apollo tyre in the market? (a) Print media (b)Electronic media (c )Service CAMP (d) Consumer meet (e) Other

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17:- If you are not satisfied please give some suggestions ?

…………………………………………………………………… ……………………………………………………………………

Signature-………………

Date- ……………….

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