TABLE OF CONTENTS

SL.NO. 1

PARTICULARS INTRODUCTION

PAGE NO. 6-24

RESEARCH DESIGN

25-29

CONCEPTUAL DISCUSSIONS

30-37

DATA ANALYSIS AND INTERPRETATION

38-68

FINDINGS AND RECOMMENDATIONS

69-70

BIBLIOGARAPHY

71-72

ANNEXURE

73-77

Page 1

CHAPTER-1 INTRODUCTION

Page 2

1.1

OVERVIEW OF INDUSTRY AS A WHOLE:

The story of rubber starts from the time of John Boyd Dunlop who invented the first pneumatic tyre way back in 1888.The industry has come a long way both globally as well as domestically. In India the tyre industry was born in 1926 with establishment of the first tyre company, the tyre industry saw the entry of players and concurrently grew until the late 70s. With wave of liberalization, sweeping the land in 1992, the industry saw the entry of many players as a part of joint ventures.

The size of the tyre industry in India has been estimated at Rs.78 billion in 2001-02. At an expected growth rate of around 6 % per annum, the tyre industry is expected to increase to around Rs.105 billion by 2006-2007. Demand of tyres is directly related to vehicle population. Hence, the size and growth of the tyre industry is related to that of automobile industry. The size of the domestic tyre industry is estimated at around 15% of the size of the domestic automobile industry. The size of the global tyre industry was estimated at around USD 72 billion in 2001, with a long-term trend o growth of 2-3 % per annum.

In the domestic market, commercial vehicle tyre account for 80% of the total tyre demand, in value terms, as compared with 30% globally. The share of commercial vehicle tyres in total tyre demand is high, as commercial vehicles are at a more advanced stage of demand growth in India, as compared with the passenger vehicle, such as car. However a higher rate of growth in cars and motorcycles, as compared with those commercial vehicles, is expected to result in a gradual increase in share of the passenger vehicle tyre sales in total tyre sales.

INDUSTRY PROFILE:

TOTAL NUMBER OF TYRE COMPANIES = 40 TOTAL NUMBER OF TYRE FACTORIES = 47 TOTAL NUMBER OF NON TYRE PLANTS =93 TOTAL NUMBER OF TECHNICAL RESERCH AND DEVELOPMENT CENTERS =3 TOTAL NUMBER OF GROUNDS PROVIDING =10 TURNOVER =US $23.3 BILLION

Page 3

GLOBAL TYRE MARKET SHARE =18.2% CONSOLIDATED SUBSIDIARIES =435 COMPANIES

FACTORS RELATED TO THE TYRE INDUSTRY:

1. Raw material: - Reduction in import tariff and consequential reduction in landed cost of imported raw materials will yield benefits for raw material intensive industry like tyres.

2. Replacement demand: - (Passenger car segment):- The high level of growth in car sales (56%) in 1999-2000 is likely to get translated into replacement sales during 2001-02.

3. Radicalization level: - Having achieved over 65% level of radicalization in the passenger car segment tyre industry is poised to achieve even higher level of radicalization of new passenger car models. 4. Exports: - Tyre export is likely to remain steady and grow at current level at 6 8 % over the next 2-3 years. Chinas entry into WTO is going to be a major determining factor.

5. Imports: - It is likely to increase in number but considering a low base and high volume of domestic production in all category such imports are not likely to have any adverse impact on the Indian tyre industry.

6. Price increase: - Much like any other sector as per force one tyre company or another will have to increase tyre price with the objective of improving its financial condition.

The future outlook for the next 2-3 years, it is estimated that the growth in tyre demand in the commercial vehicle segment will be around 8-10 %.

PRODUCTS:
Tyre made in India broadly classified as Cross ply and radials. The main difference between these two tyres is the direction in which ply cods are arranged & the type of reinforcement medium used in the cross ply and fabric cod of the tyre crisscross each other & the major

Page 4

reinforcing medium used are rayon and nylon tyre cords. Radial tyres have flexible sidewalls and the reinforcing medium include polyester, nylon, fiberglass & steel. A radial tyre provides certain advantages like better vehicle control, longer life, better road holding and lower fuel consumption. They even reduce the occurrence of flats in Indian road condition. However cross plies can be retreated twice during the lifetime of the tyre and give the cost of a new tyre it comes out much cheaper.

PARTS OF TYRES:

S.No. 1.

ELEMENT Tread

FUNCTIONS Tread is the part which comes into contact with road surface. It protects the carcass & provides good grip, longer life, maneuverability and durability.

2.

Steel Belt

This Provides stiffness to the tread & protects the carcass.

3.

Spiral Cap

This

provides

high

maneuverability

and

durability. 4. Shoulder Shoulder is the thickest part of the tyre. It protects carcass from external shocks & damages. 5. Sidewall Sidewall is the most flexible part of the tyre. It protects carcass & provides comfortable ride.

Page 5

6.

Ply Cord

Ply Cord is the main body part of the tyre. It sustains the inflation pressure and endures load and road shocks.

7.

Bead Filler

This

provides

high

maneuverability

and

durability. 8. 9. Bead Wires Chafer It holds the tyre on rim. Chafer protects ply cord at the bead area from heat generated due to the abrasion of bead and rim flange.

CONTENTS OF TYRES:
NATURAL RUBBER POLY BUTADINE RUBBER STYRENE BUTADINE RUBBER NYLON TYRE CORD FABRIC CARBON BLACK RUBBER CHEMICAL BUTYL RUBBER

FUNCTION OFA TYRES:

Four important functions of tyres are: Supporting vehicle weight.(characteristics of supporting load) Transferring Traction and Braking Forces to the Road surface. (characteristics of traction braking) Changing and Maintaining Direction of Travels. (characteristics of steering and stability) Absorbing Road shocks. (characteristics of comfortable driving)

Page 6

TYRES SIZE DESIGNATION:

SPEED SYMBOL:
This indicates the maximum safe speed corresponding to its given load index at which the vehicle can be plied, under specified conditions.

Speed Symbol A1 A2 A3 A4 A5

Speed Km / hr 5 10 15 20 25

Speed Symbol D E F G J

Speed Km / hr 65 70 80 90 100

Speed Symbol Q R S T U

Speed Km / hr 160 170 180 190 200

Page 7

A6 A7 A8 B C

30 35 40 50 60

K L M N P

110 120 130 140 150

H V W Y

210 240 270 300

LOAD INDEX:
Index figure indicating the maximum load(mass), tyre can carry under specified conditions.

Load Index 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76

TLCC* Kg 250 257 265 272 280 290 300 307 315 325 335 345 355 365 375 387 400

Load Index 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93

TLCC* Kg 412 425 437 450 462 475 487 500 515 530 545 560 580 600 615 630 650

Load Index 94 95 96 97 98 99 100 101 102 103 104 105 106 107 108 109 110

TLCC* Kg 670 690 710 730 750 775 800 825 850 875 900 925 950 975 1000 1030 1060

Total load carrying capacity.

Page 8

COMPAIRING BIAS &RADIAL TYRES:

In a radial tyres ply cord run from bead to bead in a radial manner and are protected with dual steel belts, which makes the tread very stiff .But in a bias tyres ply cords run diagonally and are protected with nylon breakers.

DIFFERENCE BETWEEN TUBELESS &TUBE TYPE TYRES:

TUBLESS

TUBETYPE

The inner tube is integral within the tyres, Components: Tyres, Tube with value & known as inner liner. The value is Rim. permanently fixed to the rim. The assembly

Page 9

Loss of air is very slow, after getting Instant air leakage. The air under pressure punctured, because air can escape through finds a way between the tube, tyre and the point of puncture only. through the rim hole.

TYRE MANUFACTURING PROCESS:

Have you ever wondered how Bridgestone tyres are made? Each tyre undergoes an extensive process beginning with raw materials and ending with a final inspection. This ensures that each tyre is made with the same attention to quality that our company is reputed for. 1. Mixing the materials Various grades of natural and synthetic rubber are combined with carbon black, sulphur and chemical products in an internal mixer to meet specific compound requirements. The resulting blend is called the "master batch", which is formed into rubber sheets, and cooled. Some rubber is used for additional processing while the majority is prepared for the extruding stage.

Page 10

2. Extruding the tread Heat is applied to the rubber to make it more elastic and then it is put through extruders machines where the tread and sidewalls, which require two different rubber compounds, are formed into the required shapes. The extruders produce a continuous sheet of tread rubber, which is then cooled and cut to specific tyre lengths.

3. Weaving the plies Spinning cords such as rayon, nylon, steel and polyester undergo a process called calendering, where they are woven into sheets and coated with rubber on both sides. Once this is finished, the sheets are then cut at the proper angle into specific widths and lengths and eventually used for casing and cap plies, while steel cords are used for the belts.

4. Preparing the bead core The bead core is formed by aligning, and then coating plated steel wires with rubber. After, it is wound on a coil a certain number of times to form bead rings, which provide a specific diameter and strength for a particular tyre. 5. Building process The building process involves two stages. Stage 1: Beginning with the woven sheets, the inner liner, body plies and sidewalls are placed on the building drum. The correctlypositioned beads rings are then attached, which results in the automatic wrapping of the ply edges around the bead core, and the simultaneously movement of the sidewalls into position. Stage 2: The tyre is shaped by inflating the rubber and applying sidetread rubber, two steel belts and a cap ply to achieve a "green" tyre. 6. Vulcanisation The green tyre is placed in a curing press for a certain period of time (10-15 minutes) at a specific pressure and temperature. Once heat and pressure has been applied to the tyre, it is then removed from the mould having achieved its final size, shape and tread pattern.

Page 11

7. Trimming Excess rubber from the curing process is removed, and the tyre is trimmed to order. 8. Final inspection Each tyre is visually and electronically inspected for balance, quality and uniformity. This final check ensures consistent and reliable performance.

CARE AND MAINTENANCE TYRES:

Page 12

1.2

PROFILE OF THE ORGANIZTION:

BRIDGESTONE COROPRATION:
Bridgestone the worlds leading tyre company was born in 1931 with aim to serve people by providing quality products. Bridgestone is a Japanese $ 80 billion company with a market share of 18.6 % world wide & a profit of $ 797.5 million (88.69 billion Yen). It has strength of 1.10 lakh of employees serving in nearly 150 countries. Bridgestone is lead by Mr. Shigeo Watanabe (President, Chairman of the board & Chief executive officer). Bridgestone has 46 tyre plants & 52 non tyre plants for diversified products in 24 nations & marketing their product in more than 150 nations. Bridgestone is busy in developing & promoting comprehensive lines of products from value oriented, medium priced tires to high performance tires for the worlds highest performance cars Honda, Toyota, Mitsubishi, Suzuki, Audi, Ferrari, Porsche, Volkswagen, Lamborghini, Hyundai, Daewoo and other famous brands of cars and other vehicles. Todays worlds largest tyre manufacturing company was started by Shojiro Ishibashi in 1931 on the southern Japanese island of Kyushu. (Surname Ishibani translates to stone bridge) The corporate motto Serving society with products of superior quality commits the company formally to founders vision. According to Bridgestone Quality policy: Our motto is to offer products and services to customer satisfaction at speedy rate through TQM with continual improvement in quality, technology, cost & services by demonstrating product safety and protection of environment

Now, as the world's no. 1 tyre and Rubber Company, Bridgestone Corporation has made its presence felt on a global scale. It has subsidiaries spread across the globe from America to Australia and from Africa to Europe. Leading the quality charts in the tyre industry, Bridgestone also provides value added services to its customers. Hard work and un-divided focus on superior products has helped Bridgestone, gain trust of its customers.

Page 13

Bridgestone has maintained its tradition of innovation and development to produce only excellent products. Continuing to set new benchmarks for its competitors, Bridgestone has become synonymous to quality.

Mission:
Bridgestone is among the worlds leading suppliers of tires of cars, busses, trucks, air craft construction, and mining and civil engineering equipments. Farm tractors, motorcycle forklifts and even subway and mono rail trains. Technologically, Bridgestone continues to lead the industry in important product, advances and safety for we inherit the words and the spirit of our mission from our founder. His emphasis on "superior quality" means striving for excellence in technology, in products and service, and in all our activities.

The quest for excellence is a quest for every individual at every Bridgestone company. So we encourage each other in the spirit of mutual respect and help one another make the most of our potential. Our commitment to quality is a worldwide commitment.

We share the values of the community, including the universal desire for a sound environment and work consistently to improve the quality of life for people everywhere.

Bridgestone mission is global 2020that means to achieve the turnover of 2020 billion dollar up to 2020. Bridgestones technical centers are located at Tokyo, Akron & Rome on three continents in Texas, Ohio, Mexico, Italy and Japan. The customer. Technological leadership is evident in state of the art passenger car tyre based on AQ donuts (Driver oriented new ultimate tyre system) technology.

Bridgestone works closely with auto makers in developing and supplying original equipments tyres to them. The company supplies tyre to all auto makers in Japan, North America & Europe. In replacement markets, Bridgestone distributes tyres through extensive network of special tyre stores, gas stations, repair garages & general retailers. In large market they

Page 14

include closely affiliated Family channels which comprise of independent retailers who display the Bridgestone name.

Bridgestone has received 6 consecutive global supplier of the year award from general motors and it has received first ever contract to supply tyres for factory filament on a Mercedes Benz model the popular C- class car showing its commitment to serve society with superior quality. Bridgestone is the worlds largest tyre maker, but in addition to supplying tyres to most major car manuracturers, the company also makes tyre for heavy equipment (off-road mining vehicles) and aircrafts. Non tyre products include building materials (roof tiles), sporting goods (golf balls), indutrial rubber products (conveyor belts and automotive houese), marine components (oil booms, fish breeding reservoirs and marine fenders) and switches.

SPIRIT (TRUST &PRIDE):

The trust that we earn from people in the community makes us proud of our companies. Our pride in our companies encourages us to do even better in exceeding peoples highest expectations. We earn peoples trust by providing products and services that make life safer and more fun and fulfilling. That trust becomes visible to us through our interaction with customers and with all the members of the community. It makes us proud of our products, of our companies and of each other.

The crucial linkage between the trust and the pride is action. Only through concrete action we can earn the trust that becomes the basis for our pride in our company and products. Only when that pride motivates us to become even better we can continue to earn and retain the trust of the community.

MANAGEMENT STANCE:
Focus continuously on the future and pursue continuing growth in corporate value. Be fair, honest and open in our corporate management.

Page 15

Understand and honor fully the ethical values, moral practices and legal regulations of every nation and region where we operate. View ourselves through the eyes of our customers and adapt our approach responsively to exceed their expectations. Build positive momentum by nurturing capable, motivated employees who, in turn will foster a stronger company. Take our future into our own hands by leading our industry in introducing innovative new technologies. Maximize our collective strength by sharing information freely and promoting cooperation among divisions and companies in the Bridgestone.

CERTIFICATION:
Our 'Passion for Excellence' has driven us to stand out in every facet of the tyre industry. The credentials received by us are great motivators to better our performance every moment. ISO (International Organization for Standardization) is the world's largest developer of standards and we are proud to have met their expectations

Quality Management System Standard: ISO / TS 16949: 2002, applicable to "Design & manufacture of steel belted radial tyres & tubes for passenger cars & multi-utility vehicles".

BRIDGESTONE INDIA PRIVATE LIMITED (BSID) :

Bridgestone started off as a joint venture between Bridgestone Corporation Japan( BSJ ), world leader in tyres and rubber goods, the Associated Cement Companies Limited (ACC), India a leader in Indian cement industry. There were two other silent but strong promoters for the company- Mitsui And Corporation Limited of Japan & TATA Engineering And Locomotive Company Limited (TELCO) of India.
Page 16

Thus was born BRIDGESTONE ACC INDIA LIMITED (BAIL) on 27th February 1996. The other important events are: ESTABLISHMENT : FEB 1996 GROUND BREAKING : SEP 1996 1st TYRE PRODUCTION : NOV 1997 MASS PRODUCTION : MAR 1998 COMMERCIAL SALE : JUL 1998 INAUGRATION CEREMONY : NOV 1998 PRODUCTION OF 1 MILLIONTH TYRE : AUG 1999 PRODUCTION OF 10 MILLIONTH TYRE : FEB 2004 SALE OF 1 MILLIONTH TYRE : SEP 1999

With such high pedigree, it was natural that there would be strong support from the promoters because of which, Kheda plant of BAIL was set up in a record time. Furthermore, BAIL established itself soon as a leader in radial tyre for passenger vehicles in India due to strong technological support from BSJ, and BRIDGESTONE became a well recognized brand in India. Soon ACC and TELCO who had core business in other area, desired to put out of BAIL. Also Mistui & corporation felt that they should sell their shares in BAIL to BSJ, who therefore bought all the shares of ACC, TELCO and Mitsui and became 100 % owner of BAIL. BSJ, ACC and TELCO signed shares purchase agreement and shares were finally transferred to BSJ on 14th February 2003. BSJ then filed an application with appropriate authority for change of name of the company Bridgestone India Limited which was done on 3rd March 2004. Considering the fact that BSJ became singal parent of Bridgestone Company and there being no public interest is involved, it was appropriate to change the company status from public limited to private limited. Accordingly action was ignited to change the status and finally a new certificate of incorporation was issued by the registrar of company in the name of BRIDGESTONE INDIA PRIVATE LIMITED (BSID) on 20th March 2003.

Thus the company, BAIL has finally transformed into BSID, which is fully owned subsidiary of Bridgestone Corporation Tokyo, Japan fact of which we all are really proud of.

Page 17

The company is manufacturing radial tyres for car passengers and light van. It has managed to garner original equipment manufacturer (OEM) status for Maruti Udyog Limited, Daewoo, Honda, Telco, Fiat, General Motors, Mahindra and Mahindra, Toyota, Ford and Hindustan motors in India. It caters cars like Alto, Wagon R, Versa, Sx4, Santro, Verna, Sierra, Sienna, City, Civic, Accord, Scorpio, Bolero, Accent, Santro , Lancer and others.

The company is only focusing in radials. It has 3 million tyres per annum capacity plant at Kheda, Pithampur (Dhar district) near Indore. The head office is at Indore and 33 corporate offices in major cities all over India.

Bridgestone has introduced 7 series and 37 sizes of tyres for the Indian market in passenger car multi-utility vehicle category. They are S- series (S248-80s and S322-70s) Potenza (RE88), for car segment and multi-utility vehicle Dueler (689), Turanza (ER30, ER300, ER60).

1.3. SWOT ANALYSIS OF BRIDGESTONE INDIA PRIVATE LIMITED:

STRENGHT:
Worlds No.1 Company having market share of 18.2% globally. Strong brand equity. Considered to be quality product. Hold highest market preference. Customer preference at OE manufacture. Good strength of loyal family channel members. Having wide range of products globally.

WEAKNESS:
Low product range. Less presence in print and local media. Low share in OE.

Page 18

OPPORTUNITY:
Growing automobile industry in Indian market. Growth of Premium cars. India is considered export hub for car manufacture. The two-wheeler vehicle remains untouched.

THREAT:

Entrance of global tyre manufactures like Michelin Yokohama etc. Global tyres Manufactures will have own production capacity in India. .Mass users (Tours and Travels) prefer low price tyres. Import of cheaper and low quality tyres.

PRESENT PERFORMANCE:
Bridgestone, in a short stint of 16 years in India has grown to tremendous heights. It has become one of the major suppliers to almost all the reputed car-manufacturing in India. Quality has always been a premium at Bridgestone and the strict standards followed, are certified by the world's leading authority in quality certifications.

With a vast network of more than 3000, dealers spread across India, efforts are being constantly taken to increase this penetration level and make the quality tyres available even in the remotes corners of the country.

1.4. COMPETITORS INFORMATION:

IMPORTANT COMPETITORS OF BSID AMONG INDIAN TYRE COMPANY:
M.R.F -No. 1 competitor of Bridgestone in India. Largest coverage on newspapers. APOLLO- Leader in taxis, truck and buses. J.K -Top in advertisement expenditure, largest coverage on television CEAT - A RPG group company. It has also an dominant share in the market.
Page 19

BIRLA -A Birla group company. Add only few patterns and size available. Caters to non premium segment.

IMPORTANT MNCCOMPETITORS OF BRIDESTONE IN INDIA:

MICHELIN -No. 1 competitor of Bridgestone worldwide. It is a fresh tyre giant. It started its production in India with Apollo. GOODYEAR- Present in the Indian market since long. MNC Companies with strong and neck to neck competition with Bridgestone. YOKOHAMA -Japanese tyre maker started seed marketing in India. PIRELLI -Italian tyre giant has sought license for commercial production of tyres in India

Page 20

CHAPTER-2 OBJECTIVE & METHODOLOGY

Page 21

2.1 OBJECTIVE OF THE STUDY:

For Dealer & Tour and Travels Agents:
To observe Dealers sales quantity. To understand dealers &customers requirements. To observe maximum selling tyre size. To know problems & benefits dealers faces from current source. To get an idea of cost & profit for the dealers. To observe the importance of schemes given by the companies. To observe the customer awareness. To observe the advertising effects. To observe leading brand in current market by selling particular sizes of tyres. To observe service performance level of companies. Based on above data & observation how it can be implemented to increase sales & satisfaction of dealers by providing competitive rates, prompt supplies, necessary trainings, pops & customer satisfaction. To observe the quality of different brands. Factors influencing Buying Behavior of Tours and Travels. Factor affecting Brand Preference and Brand Awareness of Tours and Travels. Dealer & Customers expectation from the company. Features which customers is looking at the time of purchasing a tyres

2.2SCOPE OF THE STUDY:

All progress is born of enquiry. Doubt is better than over confidence for it leads to enquiry and enquiry leads to investigation. The project aims to give relevant information to Bridgestone India Pvt.Ltd.! About the study the method used in the research methodology to study the comprehensive background of the study and the conclusions and suggestions inferred from the findings. It also aims to enable to Bridgestone India Pvt.Ltd. To implement the recommendations made by the researchers. The study copes to enable the company to gain insight as to the areas where it has to make improvements as to increase the customer Awareness.
Page 22

2.3 LIMITATION OF THE STUDY:

The study has the following limitations: The study was limited to South Delhi Region only. There can be response bias from the respondents, which limits the validity of findings. Due to the time constraints, it was not possible to go far a very large sample size. This study was conducted for academic purpose only. The time duration for the study was limited. The sample consists of small numbers of people. Not everyone provided a suitable response to the questionnaire. The company provided limited data.

2.4RESEARCH METHODOLOGY:
Research design: Bridgestone India private limited enjoys a market share of 43 % in selling segment. Since the operation in India is limited to only this segment Bridgestone India Pvt.Ltd wants to increase the market share. Research problem: To increase the market share, Bridgestone India private limited has to understand the policies, strategies and tactics of the competitors to evolve a distribution channel development strategy. An insight of the competitor standing and the preference of the channel members of the distribution network will have to formulate the strategy for increased sale and increasing market share. Situational analysis: There are increased from many fronts to maintain & increase market share of Bridgestone India Pvt. Ld. some of them are as follows: There has been a constant threat from multinational players like Michelin, Goodyear, Yokohama, MRF and Pirelli. All Indian major players in the market have producing radial tyers. They are in the market for substantially long time to challenge Bridgestone India private limited.

Page 23

Data collection sources: Primary Data: Primary data is that which is collected since the research problem is related to the distribution channel and penetration so the source for collection of the data is dealer. Secondary data: Secondary data is that data which is collected from various sources like websites, books, magazines, newspapers & companys journals. Data collection method: The primary data from the dealers is collected by the survey method. Data collection instrument: The data collection instruments are Questionnaire and interview used for the research. The Questionnaire is aimed at: Preference of the dealers. Quantity & price of maximum tyre size selling through dealers. Problems faced by dealers. Requirements of dealer to promote the product.

Competitive standing of various companies on the attributes preferred by the several channel members.

The questionnaires have a synchronization of open ended, dichotomous & multiple choice questions to get optimum results from the dealers The questionnaires is formed considering the facts that it should not be too lengthy, Contain all the relevant information only and is formed with multiple choice questions. The questionnaires were followed by the interview which was focused on getting the maximum result about the research problem. Sampling plan: Universe: New Delhi Dealers Authorized & some non authorized dealers Bridgestone has divided the whole New Delhi region into four areas as North Delhi, West Delhi, East Delhi, South Delhi. I surveyed in the South Delhi according to my sampling unit. Sampling unit:

Page 24

The sampling unit in the research is market by the dealers. Sampling method: The sampling plan or the method is the probability Simple random sampling. Editing & Coding: The questions which were not responded by the dealers were analyzed with the total number of respondent for that particular question. Microsoft word & Microsoft excel was used in coding & analyzing the data.

2.5 NEED OF THE STUDY:

Management is like a coin having two sides. One is the theoretical part and second is the practical part. In the theoretical part of management we learn in our classroom from the lectures, seminars, group discussions that are arranged from time to time. To know the practical aspect of management a practical training is provided to the students. The main idea behind practical training is to bring the management students face to face with the actual environment of practical management so that he/ she will be able to apply theory to practical situation before finally moving into the professional world to show the efficiency and capability. The project study focused on Bridgestone Passenger Car Tyre as a product and the subject is to understand the mind set of different Dealers and customers about the product. Being a student of marketing management, the inquisitiveness to peep on practical side of consumer perception promoted in study. In this study efforts have been made to prepare the report as realistic as possible.

Page 25

CHAPTER-3 CONCEPTUAL DISCUSSION

Page 26

THEORTICAL CONCEPTS OF MARKETING

3.1 DENITION OF MARKETING:

Marketing is a social and managerial process by which individuals and groups obtain what they need want through creating, offering and exchanging products of value with others. Marketing is to identify customer needs and satisfy those needs.

3.2 MARKETING MIX:

The marketing mix is a business tool used in marketing and by marketing professionals. The marketing mix is often crucial when determining a product or brand's offering, and is often synonymous with the four

Ps: price, product, promotion, and place; in service marketing, however, the four Ps have been expanded to the Seven Ps to address the different nature of services.

3.2.1 THE FOUR Ps OF MARKETING:

The primary goal of marketing is to optimize the marketing mix, offering the best possible combination of the four P's to maximize the effectiveness of marketing efforts. The variables known as the four P's of the marketing mix are: 1) Product, 2) Price, 3) Place and 4) Promotion. PRODUCT:

Products are the goods and services that your business provides for sale to your target market. When developing a product you should consider quality, design, features, packaging, customer service and any subsequent after-sales service. PRICE:

Price concerns the amount of money that customers must pay in order to purchase your products. There are a number of considerations in
Page 27

relation to price including price setting, discounting, credit and cash purchases as well as credit collection.

PLACE:

Place is in regards to distribution, location and methods of getting the product to the customer. This includes the location of your business, shop front, distributors, logistics and the potential use of the internet to sell products directly to consumers.

PROMOTION:

Promotion refers to the act of communicating the benefits and value of your product to consumers. It then involves persuading general consumers to become customers of your business using methods such as advertising, direct marketing, personal selling and sales promotion.

3.3 IMPORTANCE OF MARKETING:

Ensures we get our goods and services to our customers effectively and efficiently Builds and maintains brand value and awareness Delivers profitable growth Builds customer value Enhances shareholder value Companies that focus on customers needs and deliver great customer experience are more successful than those that do not.

Page 28

3.4 SCOPE OF MARKETING:

Marketing is typically seen as the task of creating, promoting, and delivering goods and services to consumers and businesses. Marketers are skilled in stimulating demand for a companys products, but this is too limited a view of the tasks marketers performs. Just as production and logistics professionals are responsible for supply management, marketers are responsible for demand management. Marketing managers seek to influence the level, timing and composition of demand to meet the organizations objectives. Marketing people are involved in marketing 10 types of entities: goods, services, experiences, events, persons, places, properties, organizations, information and ideas.

GOODS- Physical goods constitute the bulk of most countries production and marketing effort. Each year U.S. companies alone market billions of canned and frozen food products, millions of tons of steel, millions of hair dryers, cars, television sets , machines, and various other mainstays of a modern economy. Not only do companies market their goods, but thanks to the Internet, even individuals can market goods.

SERVICES- As economies advance, a growing proportion of their activities is focused on the production of services. The U.S. economy ,Today consists of a 70-30 services-to-goods mix. Services include the work of airlines, hotels, car rental firms, barbers and beauticians, maintenance and repair people, dog kennels and dog

therapists, as well as professionals working within or for companies, such as accountants, lawyers, engineers, doctors, software programmers, and management consultants.

EXPERIENCES- By orchestrating several services and goods, a firm can create, stage, and market experiences. There is also a market for customized experiences, such as spending a week on baseball camp playing with some retired baseball greats, playing to conduct the Chicago Symphony Orchestra for five minutes, or climbing Mount Everest.

Page 29

EVENTS- Marketers promote time based events, such as the Olympics, company anniversaries, major trade shows, sports events, and artistic performances. There is a whole profession of meeting planners who work out the details of an event and make sure it comes off perfectly.

PERSONS- Celebrity marketing is a major business. Years ago, someone seeking fame would hire a press agent to plant stories in newspapers and magazines. Today every major film star has an agent, a personal manager, and ties to a public relations agency. Artists, musicians, CEOs, physicians, high-profile lawyers and financiers, and other professionals are also getting help from celebrity marketers.

PLACES- Placescities, states, regions, and whole nationscompete activity to attract tourists, factories, company headquarters, and new residents. Place marketers include economic development specialists, real estate agents, commercial banks, local business associations, and advertising and public relations agencies.

PROPERTIES- Properties are intangible rights of ownership of either real property (real estate) or financial property (stocks and bonds). Properties are bought and sold, and this requires marketing. Investment companies and banks are involved in marketing securities to both institutional and individual investors.

ORGANIZATIONS- Organizations actively work to build a strong, favorable image in the minds of their publics. Companies spend money on corporate identity ads. Philips, the Dutch electronics company, puts out ads with the tag line Lets Make Things Better.

INFORMATION- Information can be produced and marketed as a product. This is essentially what schools and universities produce and distribute at a price to parents, students, and communities. Encyclopedias and most nonfiction books market information. The production, packaging, and distribution of information are one of our societys major industries.

Page 30

3.5 BRAND:

3.5.1 Definition:
Brand is a unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors. Over time, this image becomes associated with a level of credibility, quality, and satisfaction in the consumer's mind .Thus brands help harried consumers in crowded

and complex marketplace, by standing for certain benefits and value. Legal name for a brand is trademark and, when it identifies or represents a firm, it is called a brand name. See also corporate identity. To a consumer, brand means and signifies: Source of product Delegating responsibility to the manufacturer of product Lower risk Less search cost Quality symbol Deal or pact with the product manufacturer Symbolic device

To a seller, brand means and signifies: Basis of competitive advantage Way of bestowing products with unique associations Way of identification to easy handling Way of legal protection of products unique traits/features Sign of quality to satisfied customer Means of financial returns

Page 31

3.5.2 Brand Name:

Brand name is one of the brand elements which helps the customers to identify and differentiate one product from another. It should be chosen very carefully as it captures the key theme of a product in an efficient and economical manner. It can easily be noticed and its meaning can be stored and triggered in the memory instantly. Choice of a brand name requires a lot of research. Brand names are not necessarily associated with the product. For instance, brand names can be based on places (Air India, British Airways), animals or birds (Dove soap, Puma), people (Louise Phillips, Allen Solly). In some instances, the company name is used for all products (General Electric, LG).

Features of a Good Brand Name: A good brand name should have following characteristics: It should be unique / distinctive (for instance- Kodak, Mustang) It should be extendable. It should be easy to pronounce, identified and memorized. (For instance-Tide) It should give an idea about products qualities and benefits (For instanceSwift, Quick fix, Lip guard). It should be easily convertible into foreign languages. It should be capable of legal protection and registration. It should suggest product/service category (For instance Newsweek). It should indicate concrete qualities (For instance Firebird). It should not portray bad/wrong meanings in other categories. (For instance NOVA is a poor name for a car to be sold in Spanish country, because in Spanish it means doesnt go).

3.5.3 Brand Image:

The impression in the consumers mind of a brands total personality (real and imaginary qualities and shortcomings).Brand image is developed over time through advertising campaigns with a consistent theme, and is authenticated through the consumers direct experience .See also corporate image.

Page 32

3.5.4 Brand Awareness:

Extent to which a brand is recognized by potential customers and is

correctly associated with a particular product. Expressed usually as a percentage of target market, brand awareness is the primary goal of advertising in the

early months or years of a product's introduction.

3.5.4.1 Importance Of Brand Awareness:

Brand awareness plays a major role in a consumers buying decision process. The knowledge of an acquaintance or friend having used the product in the past or a high recognition of the product through constant advertisements and associations coaxes the person to make his decision in the favor of the brand. The eventual goal of most businesses is to make profits and increase sales. Businesses intend to increase their consumer pool and encourage repeat purchases. Apple is a brilliant example of how there is a very high recognition of the brand logo and high anticipation of a new product being released by the company. An iPod is the first thing that pops into our minds when we think of purchasing an mp3 player. iPod is used as a replaceable noun to describe an mp3 player. Finally, high brand awareness about a product suggests that the brand is easily recognizable and accepted by the market in a way that the brand is differentiated from similar products and other competitors. Brand building also helps in improving brand loyalty.

3.5.5 Brand Preference:

Measure of brand loyalty in which a consumer will choose a particular brand in presence of competing brands, but will accept substitutes if that brand is not available.

Page 33

CHAPTER-4 DATA ANALYSIS & INTERPRETATONS

Page 34

UNIT -1 (South Delhi)

1 No. of Tyres sold in a month and the market shares of tyres?

Company Name

Total Sales of Tyres Market shares of in a month Tyres in a month 25.41%

Bridgestone

7160

Ceat

2745

9.74%

MRF

4530

16.08%

Apollo Goodyear Michelin Yokohama Dunlop Continental JK others

2220 3005 1555 780 545 475 2320 2845

7.88% 10.66% 5.52% 2.77% 1.93% 1.69% 8.23% 10.10%

Total

100%

TABLE NO.4.1.1

Page 35

MARKET SHARES OF COMPANIES

10.10% 8.23% 1.69% 2.77% 1.93% 5.52% 10.66% 7.88% 9.74% 16.80% Bridgestone Ceat MRF Apollo Goodyear Michelin Yokohama Dunlop Continental JK Others

25.41%

GRAPH NO.4.1.1

INTERPRETATION: After discussion with the various dealers in the market of South Delhi Region, I got a mixed response from dealers and I found that Bridgestone has highest market share 25.41% which is followed by MRF who has 16.08% of market share and rest of the market (58.51%) is occupied by the various companies such as Good year, Ceat, JK Tyres, Apollo, Michelin and so on.

Page 36

As per you (dealers) which is the most preferred brand by customer? Dealer can answer more than one brand?

Company Name

Most Preferred Brand By customer

Bridgestone

41

Ceat

MRF

24

Apollo Goodyear Michelin Yokohama Dunlop Continental JK others

4 3 4 3 1 6 -

TABLE NO. 4.1.2

Page 37

Most prefered brand by the customers

Bridgestone 3 1 0 6 24 0 41 MRF 6 Apollo Goodyear

Ceat

Michelin Yokohama

GRAPH NO.4.1.2

INTERPRETATION: After discussion with the various dealers in the market, I got a mixed response from dealers and I found that out of 71 respondents 41 say that the brand most preferred by the customer is Bridgestone which is followed by MRF whereas 24 respondent say that brand most preferred by customer is MRF.

Page 38

As per you (dealers) which is most profitable brand? Dealer can answer more than one brand?

Company Name Bridgestone

Profitable Brand 11

Ceat

10

MRF

29

Apollo Goodyear Michelin Yokohama Dunlop Continental JK others

7 5 3 2 1 0 6 2

TABLE NO.4.1.3

Page 39

Most profitable brand for dealers

2 1 3 5 10 0 6 2 Bridgestone 11 Ceat MRF Apollo Goodyear Michelin 7 Yokohama Dunlop Continental 29 JK

GRAPH NO.4.1.3 INTERPRETATION:

After discussion with the various dealers in the market, I got a mixed response from dealers and I found that out of 71 respondents 29 say that the most profitable brand for the dealers is MRF which is followed by Bridgestone whereas 11 respondent say that the most profitable brand for the dealers is Bridgestone.

Page 40

Prime factor which influence customers buying behavior?

Price Brand After sale service Long term relationship Product performance Others

20 43 3 1 4

TABLE NO.4.1.4

Factors influence customers buying 3 1 4 0 behavior

20

43 Price Brand After sales service Long term Relationship Product performance Others

GRAPH NO. 4.1.4

Page 41

INTERPRETATION: After discussion with the various dealers in the market, I got a mixed response from dealers and I found that out of 71 respondents 43 say that brand is the prime factor which influenced customers buying behavior whereas 20 respondents are saying that Price is the Prime factor which influenced customer buying behavior.

Page 42

(A) How you rate Bridgestone quality on 1-10 scales? 1-3(poor) 3-5(Satisfactory) 5-8(Very Good) 8-10(Excellent) 20 51

TABLE NO.4.1.5 (A)

Quality
60 50 40 30 51 20 10 0 1-3 3-5 5-8 8-10 20

Quality

GPRAPH NO.4.1.5 (A) INTERPRETATION: After discussion with the various dealers in the market, I got a mixed response from dealers and I found that out of 71 respondents 51 say that quality of Bridgestone tyres is excellent whereas 20 say that quality of Bridgestone tyres is very good.

Page 43

5. (B) How you rate Bridgestone price on 1-10 scales?

1-3(Low Price) 3-5(Average Price) 5-8(Moderate Price) 8-10(Unfair Price)

6 12 42 11

TABLE NO.4.1.5 (B)

Price
45 40 35 30 25 20 15 10 5 0 1-3 3-5 5-8 8-10 12 6 11 42 Price

GRAPH NO.4.1.5 (B) INTERPRETATION: After discussion with the various dealers in the market, I got a mixed response from dealers and I found that out of 71 respondents 42 say that Price of Bridgestone tyres is moderate whereas 12 say that price of Bridgestone tyres is average Price.

Page 44

5. (C) How you rate Bridgestone customer awareness on 1-10 scales?

1-3(Less Aware) 3-5(Adequate) 5-8(Known) 8-10(Well Known)

1 15 55

TABLE NO.4.1.5 (C)

Customer Awareness
60 50 40 30 20 10 0 1-3 1 3-5 15 5-8 8-10 55 Customer Awareness

GRAPH NO.4.1.5 (C) INTERPRETATION:

After discussion with the various dealers in the market, I got a mixed response from dealers and I found that out of 71 respondents 55 say that customer are well known about

Bridgestone tyres whereas 15 say that Bridgestone tyres is known to them.

Page 45

5. (D) How you rate Bridgestone delivery (dealers) on 1-10 scales?

1-3(Poor) 3-5(Satisfactory) 5-8(Very Good) 8-10(Excellent)

2 2 4 25

TABLE NO.4.1.5 (D)

Delivey
30 25 20 15 10 5 0 2 1-3 2 3-5 4 5-8 8-10 25 Delivery

GRAPH NO.4.1.5 (D) INTERPRETATION:

After discussion with the various dealers in the market, I got a mixed response from dealers and I found that out of 33 respondents 25 say that delivery of Bridgestone tyres is excellent whereas 4 say that delivery of Bridgestone tyres is very good.

Page 46

5. (E) How you rate Bridgestone Promotional Activities (dealers) on 1-10 scales?

1-3(Poor) 3-5(Satisfactory) 5-8(Very Good) 8-10(Excellent)

6 3 15 9

TABLE NO.4.1.5 (E)

Promotional Activities
20 15 10 15 5 0 1-3 6 9 3 3-5 5-8 8-10 Prmotional Activities

GRAPH NO.4.1.5 (E) INTERPRETATION:

After discussion with the various dealers in the market, I got a mixed response from dealers and I found that out of 33 respondents 25 say that delivery of Bridgestone tyres is excellent whereas 4 say that delivery of Bridgestone tyres is very good.

Page 47

5. (F) How you rate Bridgestone after sales service (dealers) on 1-10 scales?

1-3(Poor) 3-5(Satisfactory) 5-8(Very Good) 8-10(Excellent)

2 18 13

TABLE NO.4.1.5 (F)

After Sales Service

20 15 10 5 0 1-3 2 3-5 5-8 8-10 18 13

After Sales Service

GRAPH NO.4.1.5 (F) INTERPRETATION:

After discussion with the various dealers in the market, I got a mixed response from dealers and I found that out of 33 respondents18 say that after sales service of Bridgestone tyres is very good whereas 13 say that after sales service of Bridgestone tyres is excellent..

Page 48

5. (G) How you rate Bridgestone advertisement on 1-10 scales?

1-3(Poor) 3-5(Satisfactory) 5-8(Very Good) 8-10(Excellent)

6 6 38 21

TABLE NO.4.1.5 (G)

Advertisement
40 30 20 10 0 6 1-3 6 3-5 5-8 8-10 38 21 Advertisement

GRAPH NO.4.1.5 (G) INTERPRETATION:

After discussion with the various dealers in the market, I got a mixed response from dealers and I found that out of 71 respondents 38 say that advertisement of Bridgestone tyres is very good whereas 21say that delivery of Bridgestone tyres is excellent.

Page 49

Which are the nearest competitors of Bridgestone?

Company Name

Nearest Competitors

Ceat MRF Apollo Goodyear Michelin Yokohama Dunlop Continental JK

3 34 4 2 24 2 2

TABLE NO. 4.1.6

Page 50

Nearest competitor of Bridgestone

24 0 2 0 2 Ceat 3 34 MRF

Apollo Goodyear 2 4

Michelin Yokohama Dunlop Continental JK

GRAPH NO. 4.1.6

INTERPRETATION:

After discussion with the various dealers in the market, I got a mixed response from dealers and I found that out of 71 respondents 34 say that the nearest competitor Bridgestone tyres is MRF which followed Michelin whereas 24 respondent say that Michelin is the nearest competitor of Bridgestone tyres.

Page 51

According to you which medium is the most sought by the customer to be brand aware? Medium Company website/Internet Digital Advertisement Print Media Word of Mouth Promotional Activities Others OE fitments Dealers Just dial Total 4 14 17 1 35 20 10 5

TABLE NO. 4.1.7

Medium through which customer aware about brand

35 30 25 20 15 10 5 0 5 10 Just Dial Dealers OE Medium through which customer aware about brand

14 4 0

17 1

20

GRAPH NO. 4.1.7

Page 52

INTERPRETATION:

After discussion with the dealers the medium which is most sought by the customer to be brand aware is others which include (OE Fitment, Dealers, Justdial), and followed by the word of mouth where maximum respondents are saying that customer is aware through word of mouth.

Page 53

UNIT -2( Tour and Travels in South Delhi)

1) Kindly rate the tyre company as per your preference? Rank(R) 1 2 3 4 5 6 7 8 Total Frequency(F) 22 10 6 6 0 1 0 0 45 FR 22 20 18 24 0 6 0 0 90

TABLE NO. 4.2.1

Mean=90/45= 2

Prefernce of Bridgestone Tyres

01 0 6 6 10 0 22 1 2 3 4 5 6 7 8

GRAPH NO. 4.2.1

Page 54

INTERPRETATION:

After discussion with the various customers, I got a mixed response from customers and I found that out of 45 respondents 22 say that as per preference they have given No.1 rating to Bridgestone tyres on 1-10 rating scale whereas 10 respondents say that as per preference they have given No.2 rating to Bridgestone tyres on 1-10 rating scale.

Page 55

2) Kindly rate the tyre company as per your usage?

Rank(R) 1 2 3 4 5 6 7 8 Total

Frequency(F) 22 9 8 5 0 1 0 0 45

FR 22 18 24 20 0 6 0 0 90

TABLE NO. 4.2.2

Usage of Bridgestone Tyres

01 0 5 8 9 22 0 1 2 3 4 5 6 7 8

GRAPH NO. 4.2.2

Page 56

INTERPRETATION:

After discussion with the various customers, I got a mixed response from customers and I found that out of 45 respondents 22 say that as per usage they have given No.1 rating to Bridgestone tyres on 1-10 rating scale whereas 9 respondents say that as per usage they have given No.2 rating to Bridgestone tyres on 1-10 rating scale.

Page 57

3) Kindly rate the major factors affecting tyre purchased? Price Availability After Sales Service Performance Others 12 7 24 2 26.7% 0% 15.6% 53.3% 4.4%

TABLE NO. 4.2.3

Factor affaceting Tyre purchsed

4.40% Price 26.70% 0% 15.60% Availability After Sales services 53.30% Performance Others

GRAPH NO. 4.2.3

INTERPRETATION: After discussion with the various customers, I got a mixed response from customers and I found that out of 45 respondents 24 say that performance of tyre is major factor that affecting tyre purchased but 12 respondent say that price is the major factor that affecting tyre purchased.

Page 58

4) Major factors which you seek in tyres? Tyre Life Comfort Low Noise Cost effective Others 33 10 2 -

TABLE NO. 4.2.4

Major factor which customer seek in tyres

80.00% 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Tyres Life Comfort 22.20% 4.40% 0 Low Noise Cost effective 73.30% Major factor which customer seek in tyres

GRAPH NO. 4.2.4 INTERPRETATION:

After discussion with respondents I found that 73.30% respondents say that the major factor which customers seek in tyre is the life of the tyres whereas 22.2%respondents say that comfort is the major factor which they seeks in tyres.

Page 59

5) Major purchase of tyres? Cash Credit Both 37 1 7

TABLE NO. 4.2.5

Purchase of Tyres
2.20% 15.60% Cash Credit 82.20% Both

GRAPH NO. 4.2.5

INTERPRETATION:

After discussion with respondents I found that 82.20% respondents say that purchased tyre on cash whereas 15.60 % of respondents say that they purchased tyres on cash as well as credit.

Page 60

6) Dealers from which they are buying? Mahavir Tyres Krishna Tyres South Delhi Tyres Mahadev Tyres Giant Tyres Baba Tyres Universal Tyres Pravren Tyres Rohet Tyres Munna Tyres MRF Authorized shop 19 4 7 6 1 1 3 1 1 1 1

TABLE NO. 4.2.6

Dealer from which Customer are buying maximum Tyres

45.00% 42.20% 40.00% 35.00% 30.00% 25.00% 20.00% 15.60% 13.30% 15.00% 8.90% Dealer from which Customer 6.70% 10.00% 2.20%2.20% 2.20%2.20%2.20%2.20% are buying maximum Tyres 5.00% 0.00%

GRAPH NO. 4.2.6

Page 61

INTERPRETATION:

After discussion with respondents ,I got a mixed response from customer and I found that out of 45 respondents 19 respondents say that they are buying from Mahavir Tyres whereas 7 respondents say that they are buying from South Delhi tyres and others respondents say that they are buying from different different dealers such as Mahadev Tyres, Universal Tyres, Baba Tyres etc.

Page 62

7) Major reasons for buying tyres from particular dealers? Company authorized dealers Best deals Tyre Fitted as OE Credit(Period) Good after sales service Others 8 2 1 12 22

TABLE NO. 4.2.7

Major reason for buying from a particular dealers

50.00% 45.00% 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00%

48.90% 26.70% 17.70% 0% 4.40% 2.20% Major reason for buying from a particular dealers

GRAPH NO. 4.2.7

Page 63

INTERPRETATION:

After discussion with respondents, I got a mixed response from customer and I found that out of 45 respondents 22 respondents say that major reason buying from particular dealers is they are giving best deals to them whereas 12 respondents say that major reason buying from particular is they are company authorized dealers and 8 respondents are saying that they are giving tyres on credit to them.

Page 64

CHAPTER-5 FINDINGS & RECOMMENDATIONS

Page 65

FINDINGS
Bridgestone is the leading tyre company in the market. As compare to others brand price of Bridgestone tyres is so high in the market. The most profitable brand for the dealers is MRF. Most of the customers give their first preference to brand after that price. Bridgestone is not providing claim to its customers easily. Nearest competitor of Bridgestone Tyre in the market is MRF. Major factor which customer seeks in tyre is the life of the tyres. Major factor which affecting tyre purchased is tyre performance of tyre.

RECOMMENDATIONS
South Delhi market is having lot of customers, so Bridgestone should bring low price tyres. Availability in UHP (Ultra High Performance) size 17, 18, 19 needs to be improved. Arrangement of pattern needs to be done as Bridgestone is having lot of patterns. There is a need to promote through Billboards, Holdings and Kiosk at bus stand. More need of corporate types. Need of a pricing review and in some-sizes price re-alignment is needed. Correction for different pricing offered to different dealers. Need for internal branding. Periodical training of dealers. Provide handbills and technical booklets to customers. Need Super Select stores in South Delhi market as market is having maximum higher segment cars.

Page 66

BIBLIOGRAPHY

Page 67

BIBLIOGRAPHY AND REFERNCE:

http://www.brigestone India.com/ (COMPANY PROFILE) http://www.bridgestone.eu/bfe/v/index.jsp?vgnextoid=00000000000000000000001_2 _790articleRCRD&vgnextchannel=000000000000000000000000000000000891RCR D (TYRE MAKING PROCESS) http://toolkit.smallbiz.nsw.gov.au/part/3/12/56( 4PS OF MARKETING) http://jatropha.pro/PDF%20bestanden/6%20TNT%20%20SWC%20TNT%20templat e%20de%20beer.pdf (IMPORTANCE OF MARKETI NG) http://www.businessdictionary.com/definition/brand.html#ixzz2a54ybSMf ( DEFINITION OF BRAND) http://www.businessdictionary.com/definition/brandimage.html#ixzz2a5P9em6F ( DEFINIION OF BRAND IMAGE)

http://www.businessdictionary.com/definition/brandawareness.html#ixzz2a5SOY6M Z( DEFINITION OF BRAND AWARENESS)

http://www.businessdictionary.com/definition/brandpreference.html#ixzz2a5ZOJ4pN ( DEFINITIN OF BRAND PREFERNCE).

Page 68

ANNEXURE

Page 69

UNIT-1 Survey Questionnaire

Section A
Date-

A1 A2 A3 A4 A5

Firm Name Respondent Name Contact no. Email Service Available

1 )Tyre changer 3) Aligner

2) Wheel Balancer 4)Nitro inflator

Section B
1) No. of brands dealing in/ Authorized? a)........ d) b) .. e) c) f)

2) which all brand you are authorized to deal for? a)........ d) b) .. e) c) f)

3) No. of tyres sold out in a month? 4) Average sales by a brand? a)........ d) b) .. e) c) f)

5) No. of tyres sold from your counter for given below segment in a month? a)Passenger car tyres . 6) As per you which a most profitable brand? b) Two wheeler tyres

Page 70

7) As per you which is the most preferred brand by customer? 8) Which is the nearest competitor of Bridgestone and why? 9) prime factors which influence customers buying behavior? a) Price d) Long-term Relationship b) Brand e) Product Performance c) After sales service f Others

10) According to you which medium is the most sought by the customer to be brand aware? a) Company website d) Word of Mouth b) Digital Advertisement e) Promotional Activities c) Print Media f) Others

11) How will rate Bridgestone on 1-10 scale? a) Quality d) Delivery .. b ) Price. c) Customer Awareness .

e) Promotional Activities f) After sales service..

g) Advertisement . 12.1) As a Dealer which all other areas do you think that Bridgestone should improve? 12.2) Non Dealers- Are you interested in becoming Bridgestone Dealers? Kindly validate with reasons?

Page 71

UNIT-2 Survey Questionnaire

Section A
Date:

A1 A2 A3 A4 A5 A6

Firm Name Respondent Name Designation Age Contact no. Email-Id

Section B

1.

How many vehicles do you have? .

2. Model wise vehicles breakup.

a)........ d) b) .. e) c) f)

3. Most of your vehicles run in the :a) Within the city b) Outside the city 4. Who takes decision for purchasing of tyres/spares in firm? 5. kindly rate the tyre company as per your preference (1 to 10)
a)MRF........ e)J.K b) Bridgestone.. f) Michelin c)CEAT g) GoodYear d)Apollo h) others

6. kindly rate the tyre company as per your usage (1 to 10)

Page 72

a)MRF........ e)JK

b) Bridgestone.. f) Michelin

c)CEAT g) GoodYear

d)Apollo h) others

7. Kindly rate the major factor affecting tyre purchased(1-10). a) Price b) Availability c) After sales service d) Performance 8. a) Tyre life c) Low noise 9. Major factors which you seek for in tyres ? b) Comfort d) Cost effective

Your annual purchase of tyre ? ..

10.Major purchase of tyre . a) Credit b) Cash 11.Dealer from which you are buying tyre? And which brand ? 12. Major reason for buying tyre?
a)Company Authorized dealer d) Credit (Period) b) Best Deal e) Good after sales service c) Tyre Fitted as OE f)Others

13. Your opinion about Bridgestone tyres?

Page 73