Professional Documents
Culture Documents
A PROJECT REPORT
ON
“MARKETING STRATEGY ”
At
(2008-2011)
Submitted To Submitted by
BBA-V Sem.
2
CERTIFICATE
DECLARATION
BBA –V Sem
4
ACKNOWLEDGEMENT
The present work is dedicated to the persons who not only taught me, but continue
inspire me in knowing the clandestine facts of workmanship. I bow in honor before these
great teachers. The accomplishment of the present study became possible by the
invaluable assistance and guidance of my professional guides to whom I may gratefully
indebted. Firstly I would like to express my sincere gratitude to my faculty guide
PROF.YOGESH ATRAY without whose invaluable guidance, moral support and
encouragement my work would have ever assumed the present shape, research. I were
indebted to my parents and friends for their moral support and possible efforts they
made for me.
INDEX
Chapter -1
• Introduction
Chapter –II
Chapter –III
Chapter – IV
• Suggestion
Chapter –V
6
• Conclusion
Introduction of JK
TYRE
7
INTRODUCTION OF JK TYRE
JK Tyre is a leading exporter of tyres from India and roughly accounts for about
26% of the total tyre exports from India (along with its associate Vikrant Tyres
Limited) maruti zen steel radials, bias tires for passenger vehicles, ultima XP
steel radials
It is the first and only tyre manufacture in the world to receive the QS 9000 for
multilocation operations : World's first tyre manufacture to receive the ISO 9000
for all its operations in one go. Also J.K Tyres is the first tyre company in India to
receive ISO 14001 in recognisition of its environmental management systems.
Today, JK Tyre's products compete with the best international players in the
premium international bias market in more than 55 countries in 6 continents . The
exports operate through a strong and dedicated distribution network, and our
distributors are fully supported by the company's technical team in terms of
continued product development to meet specific market needs. JK Tyre had
obtained international accreditation for its products in the US , Europe , South
America and the Middle East.
J.K Tyre has been the recepient of various awards for exports for the last many
years for its commitment to offer superior performance standards & path
-breaking innovations. Recently , it was honored with ' The Special Export Award
2000-2001' from Capexil, making it its fourth consecutive award from India's
premier industrial association . JK Tyre has also been recently recognised by
Indian Trade Promotion Organisation (ITPO) for being the largest tyre exporter to
Latin America markets and is the proud recepient of first-ever FOCUS LAC
Award for the year 1999-2000. J.K Tyres constant endeavor to deliver superior
value to its customers and a sound marketing strategy forms the foundation of
this spectacularly consistent performance on the international front.
8
While JK Tyre has maintained its consistency in its marketing and distribution
strategies for the export markets, it has also actively pursued development of
new superior products to adapt to specific requirements of the different markets .
The credit goes to the India's biggest in-house R&D centre, HASETRI (Hari
Shankar Singhania Elastomer and Tyre Research Institute) . This Centre for
Rubber and Allied Technology was eatablished at Jaykaygram, ISO/IEC Guide
25 & EN 45001. Equipped with advanced testing facilities, it pursues excellence
by evolving technologies for superior product performance to reduce waste and
pre-empt consumer needs.
9
10
Excellence comes not from mere words or procedures. It comes from an urge to strive and
deliver the best. A mindset that says, When it is good enough, improve it. It is a way of thinking
that comes only from a power within." - H.S.Singhania
JK Tyre & Industries Ltd. is the flagship company under the umbrella of JK Organisation
The advent of JK Organization on the industrial landscape of India almost synchronizes with
the beginning of an era of industrial awareness - an endeavor for self reliance and the setting up
of a dynamic Indian industry. This was way back in the middle of the 19th century. And the rest
that followed is history JK Organization has been a forerunner in the economic and social
advancement of India. It always aimed at creating job opportunities for a multitude of
countrymen and to provide high quality products. It has striven to make India self reliant by
pioneering the production of a number of industrial and consumer products, by adopting the
latest technology as well as developing its own know-how. It has also undertaken industrial
ventures in several other countries.
Trusts are devoted to promoting industrial, technical and medical research, education, religious
values and providing better living and recreational facilities. With the spirit of social
consciousness uppermost in mind, J.K. Organisation is committed to the cause of human
advancement
• 1940 First in India to manufacture steel Bailing Hoops for jute and cotton and to make the
country self sufficient by meeting the entire demand-J.K. Iron & Steel Co. Ltd., Kanpur
10
11
• 1941 First in India to produce Aluminium virgin Metal from Indian Bauxite
Aluminium Corporation of India Ltd., Jaykaynagar
• 1942 First in India to manufacture Engineering files- J.K. Engineers'Files, Bombay in India
to set up a continuous process Rayon Plant
• 1949 First to manufacture a Hydraulically Operated Cane Crushing Mill for Khandsari
Sugar Plant and completed 100 ton plant-J.K. Iron & Steel Co. Ltd., Kanpur
• 1950 First in world to set up a plant for production of Hydrosulphite of soda by Sodium
Amalgam Process- J.K. Chemicals Ltd., Bombay
• 1959 First in India to produce Nylon-6 with its own polymerised raw material- J.K
Synthetics Ltd., Kota
• 1960 First to produce Sodium Sulphoxylate Formaldehyde (Rangolite C of Formosul) in
India - J.K. Chemicals Ltd., Bombay
• 1968 First to manufacture TV Sets in India- J.K. Electronics, Kanpur. First to manufacture
Metallic Cops for Synthetic Filament yarn industries in India- Syntex tube works, Kanpur
• 1970 First to manufacture Acrylic Fibres- J.K. Synthetics Ltd. Kota
• 1971 First to develop differentially Dyeable Nylon- J.K. Synthetics Ltd., Kota
• 1974 First in India to license Synthetic Fibre Technology to third party as well as the first to
manufacture Synthetic Fibre Machinery Fibretech Engineers & Manufacturers, Dadri
• 1978 First in India to produce steel belted Radial Tyres for passenger cars, trucks and
buses- J.K. Tyre Plant, Kankroli
• 1980 First in world to make Steel Belted Radial Tyres for three wheelers- J.K. Tyre Plant,
Kankroli
• 1981 First in India to produce white cement through dry process- J.K. White cement Gotan
• 1985 First in India to produce Cathonic Dyeable Polyester Fibre- J.K. Synthetics Ltd.,Kota.
First in India to produce Nylon Tyre Cord based on Spin Draw Technology- J.K. Synthetics
Ltd., Kota
• 1987 First in India to produce magnetic tapes with cobalt technology J.K. magnetics,
Surajpur
• 1989 more Tyre Plant (BTP) set-up with a capacity of 5.7 lacs tyres p.a.R & D cente set-up
at HASTERI
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12
• 1994 India's first T-Rated tyre launched banmore Tyre Plant (BTP) crossed 100 TPD
• 1995 Mercedes Benz Launched on JK steel radials first tyre manufacturer in the world to
get ISO 9001
• 1996 India's first dual contact high traction steel radial- aquasonic launched.
Introduced steel wheels
• 1998 First tyre manufacturer in the world to get QS 9000 awarded CAPEXIL's highest
export award for 1997-98
• 1999 Synergy with VTL in procurement, marketing and production flexibility
• 2000 Completion of state of the art modernisation of truck radials.JK Tyres ranked 16th
largest Tyre Company in the world.ISA - 14000 accredition for environment & safety
• 2001 JK introduced National Go-Karting Championships
• 2002 JK. Industries recieved FOCUS LAC export award for the year 1999-2000
The Principal business of the JK Organization includes Tyre, Paper, Cement, Drugs &
Pharmaceuticals, Agri Genetics, Dairy and Food Products, Audio Magnetic Tapes, Sugar,
Cosmetics, Woolen Textiles, Steel, Engineering Files, International Trading, Hybrid Seeds,
Industrial Rubber Products, Material Handling System etc The group besides having a
consistent record of growth and diversification has created a reputation for quality for all its
products and most of its products enjoy a leadership status in their respective market segments
To cope up with the demand in the market most of the companies in JK Organization are
certified for International Quality Systems like ISO 9001, ISO 14001 and QS 9001 Identifying
with social issues and contributing to the society has been a philosophy, which has been carried
on from the founding fathers. Various institutions set up by th group throughout India in diverse
fields of social welfare stand testimony to this philosophy
12
13
COMPANY PROFILE
JK Tyre & Industries Ltd is one of the leading automotive tyre manufacturers in
India. The company is engaged in manufacturing of automobile tyres, tubes and
flaps. They manufactures Radial and Bias 4-wheeler tyres for trucks, buses
passenger cars, LCVs, tractors etc. They sell their products under the brand
name 'JK Tyre'. They have four plants located in Rajasthan, Madhya Pradesh
and Karnataka. The company has 134 sales, service and stock points located
throughout the country. They have over 3,500 dealerships across India. The
company's customer base covers virtually the entire Original Equipment
Manufacturers in India together with Replacement Market for four wheeler
vehicles, Defence and State Transport Units. Besides India, they have a
worldwide customer base in over 45 countries across all six continents. JK Tyre
& Industries Ltd was incorporated in the year 1951 as a private limited under the
name JK Industries Pvt Ltd. Until March 31, 1970, the company was engaged in
the managing agency business. Thereafter the company decided to undertake
manufacturing activities and obtained a letter of intent in February 1972 for the
manufacture of automobile tyres and tubes. The company name was changed
into JK Industries LTD with effect from May 24, 1974 consequent upon
conversion of the company into a public limited company. In the year 1974, the
company entered into a technical collaboration with General Tire International
Co, USA, a subsidiary of General Tire & Rubber Co, USA for technical services
and sales agreement for the supply of technical know how engineering and
documentation for operational facilities. In the year 1989, the company
introduced several new patterns and sizes of tyres including a semi-lug Nylon
Truck tyre. In the year 1991, the company set up Banmore Tyre Plant with a
capacity of 5.7 lakh tyres per annum. They launched radial tyres for tractors. In
the year 1992, the company's international division expanded their activities by
opening their office in Moscow. In addition, they set up a Research and
Development center at HASETRI. In the year 1993, they introduced new radial
tyres namely, Brute and Ultima and in the next year, they launched 'Jet Track-39'
14
to meet the need of the heavy load market. In June 1997, the company acquired
51% stake in Vikrant Tyres Ltd from Karnataka Government. They launched
India's first H-Rated tyre. During the year 1998-99, as per the Scheme of
Arrangement between the company and JK Drugs & Pharmaceuticals Ltd, the
pharmaceutical undertaking of the company was transferred to and vested in JK
Drugs & Pharmaceuticals Ltd with effect from appointed date July 1, 1996.
During the year 2002-03, as per the Scheme of Arrangement and Amalgamation
between the company, JK Agri, JK Sugar and Vikrant Tyres Ltd, the agri-genetics
undertaking of the company was transferred to JK Agri, the sugar undertaking
was transferred to JK Sugar and Vikrant Tyre Ltd was amalgamated with the
company. During the year 2004-05, the expansion of capacity of Truck/ Bus
Radials by 50% was completed. In addition, the expansion of the passenger
radial capacity was completed. In December 2006, as per the Scheme of
Arrangement and De-merger between the company and Netflier Technologies
Ltd (name since changed to Netflier Finco Ltd), the business of holding and
dealing in investments and some other assets and properties of the company
and liabilities and obligations thereof stood transferred to and vested in Netflier
Finco Ltd. In addition, Hansdeep Investment Ltd, Hidrive Finance Ltd,
Panchanan Investment Ltd and Radial Finance Ltd ceased to be the subsidiaries
of the company. During the year 2006-07, the company introduced a new tyre,
offering high mileage 'Jet One' and launched new Semi-Lug and Rib pattern
Truck Radial tyres. They also diversified into Special Application Tyres and
commenced their exports. In order to capture the brand 'JK Tyre' and their value
in the name of the company, they changed their name to JK Tyre & Industries Ltd
with effect from April 2, 2007. The company entered into an arrangement with
BEML for supply of OTR tyres on a long-term basis. In June 2008, the company
acquired the controlling interest in Empresas Tornel, S A de C V (Tornel), a
company incorporated under the laws of Mexico, by acquiring 100% of their
equity capital for a consideration of USD 28.75 million. Tornel has three tyre
manufacturing plants in Mexico with a combined capacity of 6.6 million tyres per
annum During the year 2008-09, the company doubled the capacity of Truck/Bus
15
Radial plant to 8.00 lakh tyres from 3.67 lakh tyres per annum at an estimated
project cost of Rs 315 crore. This has further strengthened JK Tyre's
commanding position in the fast growing Truck/Bus segment. The company has
undertaken a project for substantial expansion of their OTR tyre capacity at a
capital outlay of Rs 120 crore, which is expected to be completed by 2010.
16
Name Designation
T K Mukhopadhyay Director
Name Designation
Hence, JK Tyre's claim as No 1 tyre manufacturer in India is a perfectly valid and correct
statement. This also reflects ASCI's agreement to JK Tyre's viewpoint that figures, as
stated in the one's annual report, could actually be misleading and could include revenues
from non-tyre-related businesses also.
JK Tyre, pioneers of radial technology in India, is today India's largest manufacturer of
tyres in the four-wheel segment, including tyres for trucks and buses, LCVs, passenger
cars, jeeps, tractors, ADVs and OTRs. After 25 years of pioneering world-class
technologies in India, JK Tyre has recently launched the country's first eco-friendly
coloured tyres as well as steel-belted tractor rear radials.
Vision:
Mission:
c. Marketing Strategy
Demand
Trade
Condition
analysis
s
Market opportunity
Size of the market
How well the market is served
Prospective inches
Marketing mix required to succeed
Core competencies required
The OEMs have total control Inter Firm Rivalry: Low The tyre industry consumes
The tyre industry in India is fairly nearly 50% of the natural
over prices. In fact, the
concentrated, with the top eight rubber produced in the
OEMs faced with declining
companies accounting for more than country. The price of natural
profitability have also
80% of the total production of tyres rubber is controlled by Rubber
reduced the number of
component suppliers to make Control Board and the
the supply chain more domestic prices of natural
efficient. rubber have registered a
significant increase in recent
times.
Marketing mix:
1. Product
2. Price
3. Promotion
4. Place
22
MARKETING STRATEGY
Marketing strategy is a process that can allow an organization to concentrate its limited
resources on the greatest opportunities to increase sales and achieve a sustainable
competitive advantage. A marketing strategy should be centered around the key concept
that customer satisfaction is the main goal.
Basic theory:
1. Target Audience
2. Proposition/Key Element
3. Implementation
23
Types of strategies
• Strategies based on market dominance - In this scheme, firms are classified based
on their market share or dominance of an industry. Typically there are four types
of market dominance strategies:
o Leader
o Challenger
o Follower
o Nicher
• Porter generic strategies - strategy on the dimensions of strategic scope and
strategic strength. Strategic scope refers to the market penetration while strategic
strength refers to the firm’s sustainable competitive advantage. The generic
strategy framework (porter 1984) comprises two alternatives each with two
alternative scopes. These are Differentiation and low-cost leadership each with a
dimension of Focus-broad or narrow.
o Product differentiation (broad)
o Cost leadership (broad)
o Market segmentation (narrow)
• Innovation strategies - This deals with the firm's rate of the new product
development and business model innovation. It asks whether the company is on
the cutting edge of technology and business innovation. There are three types:
o Pioneers
o Close followers
o Late followers
25
• Growth strategies - In this scheme we ask the question, “How should the firm
grow?”. There are a number of different ways of answering that question, but the
most common gives four answers:
o Horizontal integration
o Vertical integration
o Diversification
o Intensification
• Prospector
• Analyzer
• Defender
• Reactor
• Marketing warfare strategies - This scheme draws parallels between marketing
strategies and military strategies.
The term "marketing mix" was coined in 1953 by Neil Borden in his
American Marketing Association presidential address. However, this
28
Four P's
Elements of the marketing mix are often referred to as the "Four P's":
• Price – The price is the amount a customer pays for the product. The business
may increase or decrease the price of product if other stores have the same
product.
• 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.
29
• Promotion represents all of the communications that a marketer may use in the
marketplace. Promotion has four distinct elements: advertising, public relations,
personal selling and sales promotion. 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 cinema
commercials, radio and Internet adverts through print media and billboards.
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 (see Product above).
More recently, three more Ps have been added to the marketing mix
namely People, Process and Physical Evidence. This marketing
mix is known as Extended Marketing Mix.
• People: All people involved with consumption of a service are important. For
example workers, management, consumers etc. It also defines the market
segmentation, mainly demographic segmentation. It addresses particular class of
people for whom the product or service is made available.
• Process: Procedure, mechanism and flow of activities by which services are used.
Also the 'Procedure' how the product will reach the end user.
• Physical Evidence: The marketing strategy should include effectively
communicating their satisfaction to potential customers.
30
Strategy evaluation
Suitability
Suitability deals with the overall rationale of the strategy. The key
point to consider is whether the strategy would address the key
strategic issues underlined by the organisation's strategic position.
32
Feasibility
Acceptability
• Return deals with the benefits expected by the stakeholders (financial and non-
financial). For example, shareholders would expect the increase of their wealth,
employees would expect improvement in their careers and customers would
expect better value for money.
• Risk deals with the probability and consequences of failure of a strategy
(financial and non-financial).
33
• what-if analysis
• stakeholder mapping
General approaches
In general terms, there are two main approaches, which are opposite
but complement each other in some ways, to strategic management:
were many firms with low market share. The least profitable firms were
those with moderate market share. This was sometimes referred to as
the hole in the middle problem. Porter’s explanation of this is that firms
with high market share were successful because they pursued a cost
leadership strategy and firms with low market share were successful
because they used market segmentation to focus on a small but
profitable market niche. Firms in the middle were less profitable
because they did not have a viable generic strategy.
This dimension is not a separate strategy per se, but describes the
scope over which the company should compete based on cost
leadership or differentiation. The firm can choose to compete in the
39
Product range:
BIAS
SIZE TYPE
RIB 9.00-2014PR
JET RIB
9.00-2016PR
JET RIB
10.00-2016PR JET RIB
JET MILES
9.00-2014PR
TRACK TUF
SEMI 9.00-2016PR
LUG TRACK TUF
41
10.00-2016PR
TRACK TUF
NORMAL LOAD
8.25-2014PR JET TRACK
9.00-2014PR JET TRACK
LUG MODERATE
8.25-2014PR JET TRACK
9.00-2014PR JET TRACK
HEAVY 9.00-2016PR JET TRACK
SUPER HEAVY
10.00-2016PR JET CLASSIC
10.00-2016PR TRACK 39 DX
RADIAL
SIZE TYPE
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.
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. Saes staff, word of mouth, Public relations etc are
other such means of promotion.
STRENGTH
• Brand awareness
• Advertisement.
WEAKNESS
• Lack of co-ordination of the demand put forth by dealers and the supply of
appropriate tyres from the plant.
• The offerings given by the company are not enough for the business partners to
make the market operating rates competitive
• The supply of truck radial tyres is not in proportion to the
demand
• Mode of councelling is not co-operative.
• Monetory rewards are not given.
• Food quality for the employees are not good.
44
SPECIAL POINT
1940 First in India to manufacture steel Bailing Hoops for jute and cotton
and to make the country self sufficient by meeting the entire demand-
J.K. Iron & Steel Co. Ltd., Kanpur.
1944 First in India to produce Aluminium virgin Metal from Indian Bauxite-
Aluminium Corporation of India Ltd., Jaykaynagar.
1976 First in India to produce steel belted Radial Tyres for passenger cars,
trucks and buses- J.K. Tyre Plant, Kankroli.
1980 First in world to make Steel Belted Radial Tyres for three wheelers-
J.K. Tyre Plant, Kankroli.
1984 First in India to produce white cement through dry process- J.K. White
cement. Gotan.
1989 First in India to produce magnetic tapes with cobalt technology J.K.
magnetics, Surajpur.
1991 Banmore Tyre Plant (BTP) set-up with a capacity of 5.7 lacs tyres p.a.
1996 India's first dual contact high traction steel radial- aquasonic launched.
HASETRI became the first research institute in Asia to get ISO 9002.
INTRODUCTION
a. 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 thinking 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. Their focus
has shifted towards integrating the three elements people, service and marketing.
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 attitude of the manufacture was that of “caveat – emptor”. Thanks to the
government policies on liberalization, 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
48
competitive prices, etc. The maxim,” caveat – emptor” has been replaced by “caveat
venditor”.
b. About Tyre industries in India
Background
The origin of the Indian Tyre Industry dates back to 1926 when Dunlop Rubber Limited
set up the first tyre company in West Bengal. MRF followed suit in 1946. Since then, the
Indian tyre industry has grown rapidly.
Transportation industry and tyre industry go hand in hand as the two are interdependent.
Transportation industry has experienced 10% growth rate year after year with an absolute
level of 870 billion ton freight. With an extensive road network of 3.2 million km, road
accounts for over 85% of all freight movement in India.
Key Issues of tyre industries
High tax usage
The high tax content on tyres can be gauged from the fact that the percentage of total tax
to the tax excluded price for various categories of tyres is - 44% for Truck Tyre; 41% for
Passenger Car Radial Tyre, 35% for Tractor Rear Tyre and 76% for Truck Tyre Tube.
Apart from being capital intensive, the tyre industry is highly raw material intensive. Any
change in the prices of raw materials affects the profitability of tyre companies. The raw
materials used in the manufacture of tyres are rubber and petroleum derivatives like
nylon tyre cord, carbon black, styrene butadiene rubber and poly butadiene rubber. The
most important raw material is rubber-natural and synthetic. Natural rubber (NR), with
29% weightage in the cost of raw materials used by tyre industry, is the highest cost item.
Annual consumption of NR by tyre industry is 3.50 lakh tonnes, valued at Rs. 14 billion.
Over 85% of NR consumed' by the industry is procured domestically. 15% is imported.
49
To analyze the customer’s needs regarding the product and policies formulated by
the company.
To find out the brand image of JK tyre
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.
The project study focused on “JK tyre” as a product and the subject is to understand the
mind set of different 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.
50
6 wheelers
Table showing market share in RIB tyres
Fig-3.1(a)
Interpretation: From the above table it is shown that in Rib tyre segment JK is the
market leader with 43%, followed by CEAT with 25% market share, APOLLO with 17%,
BIRLA with 7%, MRF with 6%, CHINESE with 2% and BRIDGESTONE & others with
0% of market share.
51
Exhibit-3.2
Table showing Market share in LUG tyre
Interpretation: From the above table it is shown that in lug tyre segment CEAT is the
market leader with 34% followed by JK with 24%, APOLLO with 16%, BIRLA with
12%,MRF with 9%, CHINESE with 5%,and others with 0%
52
Exhibit-3.3
Table showing Total market share(6 WHEELERS)
Table-3.3
From the above table it is shown that in tyre segment(6 wheelers) CEAT is the market
leader with 31% followed by JK 30% ,APOLLO with 16% BIRLA with 11%, MRF with
8%, CHINA with 4% and others are 0%.
53
Exhibit-3.4
Table showing Total market share(10 WHEELERS)
Table-3.4
From the above table it is shown that in tyre segment(10 wheelers) JK is the market
leader with 32% followed by CHINA 26% ,Ceat with 13% APOLLO with 10%, Birla with
9%, MRF with 9% and others are 1%.
54
Exhibit-3.5
Table showing market share in RIB tyre(10 WHEELERS)
Table-3.5
From the above table it is shown that in RIB tyre segment(10 wheelers) JK is the market
leader with 32% followed by APOLLO 18% ,Ceat with 14% APOLLO with 18%, MRF
with 11%, CHINA with 5% and others are 2%.
55
Exhibit-3.6
Table showing market share in LUG tyre(10 WHEELERS)
Table-3.5
From the above table it is shown that in LUG tyre segment(10 wheelers) JK & CHINESE
ARE the market leaders with 31% each followed by CEAT 12% ,APOLLO with 9%
BIRLA & MRF with 8% each, and others are 0%.
56
DISCUSSION
The project surfers from the following limitations due to the inherent and restrictive
nature of the study undertaken:
• The sample size of 100 respondents was too small for generalization.
• The survey was restricted only to GWALIOR.
• The duration of the study is only 45 days, due to the reason the study
may not give full fledged information to the Media Planning Group.
• Some of the respondents were reluctant to give the right information.
57
SUGGESTIONS
monitory rewards.
CONCLUSION
Every organization needs to look after recruitment and selection in the initial period and
thereafter as and when additional manpower is required due to expansion and
development of business activity.
Right for the right job is the basic principle in recruitment and selection. Ever person
organization should give attention to the selection of its manpower, especially its
managers. The operative manpower is equally important and and essential for the orderly
working fan enterprise. Every business organization/unit need manpower for carrying
different business activities smoothly and efficiential.Human resource management in a
organization will not be possible if unsuitable persons are selected and employment in a
business unit.
BIBLIOGRAPHY
Marketing management, Rajan Saxsena
Marketing management, Philip Kittler
www.indiacar.net
www.jktyre.com
www.businessstandard.com