Chapter 1

Rationale And Scope of the Study

1.1 INTRODUCTION Todays market is changing at an incredible pace. Companies operate in a Darwinian market place where the principle of natural selection leads to The Survival of The Fittest. In addition to the globalization and technological changes we are also witnessing a power shift from manufacturers to giant retailers, a rapid growth and acceptance of store brands, new retail firms, growing price and value sensitivity of consumers, a seemingly diminishing role for mass marketing and advertising and a disconcerting erosion of brand loyalty. The changes are dragging the companies instead of operating in a defined market with a fixed number of competitors and with a set of stable customer preference to a more volatile marketing atmosphere almost a war zone like situation, with rapidly changing variables ... like competitors, technology, business laws, trade policies, customers, brand loyalty etc. Companies very often find themselves unprepared and ill-equipped to have a competitive edge over its competitors especially then, when changes are even difficult to be predicted precisely or accurately.

This makes the situation more difficult for the companies & organisations as they are not always in a position to adapt themselves and their activities to suit to the demands of the changed scenarios. Thus companies find themselves running in a race where the road signs and rules keep changing too frequently and there is no visible finish line, no concept of permanent win. They simply have to keep racing in a

direction to be the one, which the customer, public and society want them to go into. Today the customer is donning the kings gown, He is more evolved than his predecessors and has grown to enjoy the limelight. All companies, who wish to survive and grow in the market, needs to focus their attention and resources to woo and please the customer the king. That is why the customer finds and unprecented glare at himself. The companies all queuing up and bowing respectfully before him and presenting him with their offerings. So, consumers today has the advantage of plenty of products in every category. They exhibit varying and diverse requirements for products / services combination of quality service. In the face of their vast choices, customers are gravitated to the offerings that best meet their

individual needs & expectations. They will buy on the basis of their perception of values. Therefore, todays winning companies are those who succeed in satisfying, indeed delighting their target customers. These companies see marketing as company widephilosophy not a separate function. Their marketing people define which customer group & needs the company can profitably serve and how to serve them more efficiently than competitors. These companies are market focused & customer driven rather than solely product focused or cost driven. They pay extreme attention to qualities & service to meeting and even exceeding customers expectation. They compete vigorously, pursue efficiently and yet are responsive & flexible. Perhaps, the basic change in marketing thinking is the paradigm shift from pursuing a sale to creating a customer Past marketing has been largely transaction oriented. Today it is more relationship oriented. In addition to designing the best marketing-mix to make a sale, there is growing emphasis on designing the best relationship-mix for winning and keeping customers. Good customers are always an asset which, when well managed & served, will return a handsome lifetime income stream to the company, In the intensely competitive market place, the companys first order of business is to retain customer loyalty through continually satisfying their needs in a superior way.

Nevertheless, marketers must study target consumers wants, perception, preferences and shopping & buying behaviour. Such study will provide clues for developing new products, product features, prices, channels, messages & other marketing mix elements. 1.2 AIM OF THE STUDY The ultimate aim of marketing is to meet and satisfy customers needs, wants and desires. But knowing customers is never simply. Customers may state their needs & wants but at otherwise. They may no in touch with their deeper motivations they may respond to influences that change their mind last minute. Plainly speaking the term consumer behaviour refers to the behaviour that consumers display in searching for purchasing, using, evaluating and dispersing of products and services that they expect would satisfy their needs. The study of consumer behaviour is the study of how individuals make decisions to spend their available resources (Time, Money, Efforts) on consumption related items. As scholar of human behaviour, we are concerned with understanding consumer behaviour, with gaining insights into why

individuals act in certain consumption related ways & learning what internal & external influences compel them to act as they do.

Pertaining to these, other purposes of our study includes :a) To get acquaintance with the marketing practices of an organisation

with special reference to APOLLO TYRES LTD. (ATL), PATNA. b) To analyse the consumers preferences & ultimately market share of

Apollo Tyres Ltd. in Jeep & Tractor tyres. c) To provide relevant research date which enable Apollo Tyres Ltd.

management for their policy framing and strategy formulation. d) To know the various factors which affect their buying decisions. e) Raising awareness level of Apollo Tyres Ltd. in FARM tyres segment through Road shows & personal selling. f) To know the opinion of the respondents towards ATL. g) Finally, to fulfill the regulatory norms of IMT, Ghaziabad for the award of PGDBM degree. 1.3 SCOPE OF THE STUDY The study of consumers behaviour under the Apollo Tyres Ltd., Patna is the study of how & in what manner individual make decisions to

spend their available resources (Time, Money & Efforts) on consumption related items. It includes within its periphery, the study of a) b) c) d) e) What they buy. Why they buy. Whey they buy Where they buy How often they & use it & etc.

The answers to the above question will help us to understand the diversifying buying behaviour of consumers, which ultimately help us to frame rational and result oriented marketing principles and strategies for making optimal sue of available resources. No doubt, such study of consumer behaviour shall give us great competitive advantages in the market place. Our study was diversified to the Jeep & tractor Tyres. Since the company has launched itself in Tractor tyres segment recently it needed to know about the consumer behaviour about tractors tyres and thus formulate its strategies. In the Jeep segment the company especially emphasised on to create new customer base and thus the study was focused towards that area.

Many of these applications of consumer research are managerial in perspective they are designed to help a marketer make specific marketing decisions concerning products, price, promotions & distribution.

Chapter 2

Details of Research Plan

2.1 STUDY METHODOLOGY The marketing concept is build on the premises that marketers first identify customers needs-both felt needs as well as unfelt (latent) needs and then develop products & services to satisfy those needs. Consumer research offers a set of diverse methods to identify such needs and is also used to better understand the consumer behaviour. Thus market research is the most appropriate tool available with us to conduct market study. In this particular research, the focus was on the Jeep Tyres and Tractor Tyres in the Western Bihar Comprising districts & surrounding villages of Danapur, Maner, Bihta, Ara, Piro, Jagdishpur, Buxar, Bikramganj, Brahmapur, Bihiya, Sone Barsha, Kochas, Bikram, Pali, Naubatpur, etc as Jeep Tractors are mostly found in the semi urban or rural areas.

For Market study first of all a research design was formulated.

2.2

RESEARCH DESIGN A research design is simply a framework of plan for a study that

guides the collection and analysis of data. Broadly there are tow typs of research design: (i) (ii) Exploratory Research Design & Conclusive Research Design.

An exploratory research design is used to find out various possible alternatives solutions to given problems. While conclusive research design provides information that helps in making a rational decisions from available alternatives. For the study purpose a proper mix of these two research design are used since it demands various informations. 2.3 SOURCES OF DATA For the purpose of study both Primary as well as Secondary data were used.

a)

Primary data : With the help of structured formal set of

questionnaire, various customers/consumers were personally interviewed regarding the various purchasing pattern and parameters with the help of a number of questions a mix of closed/open & disguised/under disguised. b) Secondary data : Relevant & related data were also collected from

the various secondary sources like company journals, magazines, newspapers, company websites, etc. (Ref. Appendix) 2.4 SAMPLE A sample of jeep owners/ drivers in various jeep stands of all districts as well as sample of tractors owners / drivers in the city & surrounding villages were randomly selected in all the important areas of West Bihar. The sample size in jeep segment was 50 on an average in each district while in tractor type segment it was on an average 40. The selected sample were representatives of various types of owners owing single vehicle, multi-vehicle users of farm as well as hauling tractors, etc. 2.5 LIMITATIONS Although the study has been done with proper care, certain shortcomings could not be ruled out which are beyond the reach of researchers control.

a)

Limitation of Time: - In a short span of 6 weeks the whole

universe cant be taken into consideration for the study which of course would have given more accurate results.

b)

Limitation of Sample Size: Since a limited number of customer /

respondents were selected from cities & villages but not the whole, so the result is likely to be affected. c) Biased information: In some cases Biased informations was

received from respondents. Also at times misleading responses were given. In any case market study is not an exact science. It relates to responses given by the consumers / respondents as against the questions pertaining to their behaviour & preferences Most of these responses are subjective in nature. Mathematical deductions are possible but the accuracy of data is bound to suffer from biases & prejudices of the respondents, no matter what be the degree of sophistication. Hence, this being the universal deficiency of market research, may have affected this particular research as well.

Chapter 3

The Tyre Industry & Apollo Tyres Ltd.

AN OVERVIEW Transportation forms an integral part of the infrastructure in any economy. Adequate transport infrastructure spurs economic activities. In the developing countries like India, transportation is the backbone of the economic development and prosperity. Since the geographical coverage in India is vast and versatile, road transport is a very important mode of transportation, second only to railways. The latter of course joins major cities & town across the country but road, transport is equally important as it links up almost all the nooks & corner of the land. This also connects major ports and city to remotest areas. The tyre industry fulfils the needs of the road transport sector and plays a very important role in the automobile industry. 3.1 INDUSTRY PROFILE

3.1

(a)

HISTROY OF TYRES

The covering for the outer rim of a wheel constitutes a tyre Most tyres are made of rubber reinforced with a kind of fabric and are pneumatic. While we all are familiar with the invention of the wheel, used in its earliest forms in Egypt & Mesopotamia, the pneumatic tyre came much later. 3.1 (b) THE BEGINNING

While the invention of the wheel changed the way we traveled early, Automobiles were not very comfortable to ride in. Hard seats & rigid metals wheels made the journey extremely arduous and literally a pain. Without the invention of the pneumatic rubber tyres, we would still be rattling around on wooden or rigid steel wheels. The invention of useful rubber is often attributed to Charles Goodyear. Natural or India Rubber, as it was then known, had few uses. In 1830, Goodyear began experimenting with raw rubber and brought a truckload and attempted to turn it into solid. Later he obtained a product with the consistency of gum. Goodyear invited some of his friends over to show them the ball of gummy rubber that he had managed to harden by mixing the rubber with sulphur and treating it with an acid gas. The ball accidentally landed on a hot wood stove. As Goodyear attempted to scrape the rubber off the stove, he discovered it has hardened to the

consistency he had been trying to achieve. The process of vulcanisation has thus been born.

In the summers of 1887, that a physician by profession and a veterinarian John Boyd Dunlop attempted to make air filled tyres for his sons bicycles to reduce the drag and improve the ride. He mounted a rubberised fabric on a metal rim, holding it in position by means of stitching and bolting it. The contraption was then inflated. Thus came into existence the pneumatic tyres. He patented the pneumatic bicycle tyre in 1889 to Harvey Du Cross, Jr. who started the Dunlop Tyre Company. The tyre then consisted of a rubber tube covered with canvas and attached to the rim of the wheel by a rubber solution. 3.1 (c) DEVELOPMENT

Had it not been persistent efforts of Goodyear, Dunlop, Michelin, Ceat, Sieberling, Goodnih, Strauss and the Likes, we might still be ratting around on rigid steel and wooden wheels. Their combined efforts have now been grown in a $70 Bn global tyre industry. The industry has come a long way both globally as well as domestically. In India the tyre industry was born in 1926 with the establishment of the first tyre company Dunlop rubber company. As the automobile sector began to take roots in the country. The tyre industry saw the entry of many players and

concurrently grew until the late 70s With waves of liberalisation sweeping the land in 1992 the industry saw the entry of many global players as a part of joint ventures. Developments in the tyre industry have to be viewed from the perspective of its strong linkages with performances of the agricultural and industrial sectors, overall exports, transpiration and a multiplicity of other factors, As a result, tyre industry operates in an environment, which is dynamic and driven by the performance of other sectors. Performance of the segment is linked to that of automobile and surface transport sectors. 3.1 (d) PRESENT SCENARIO

The last decade saw an average annual growth rate of 9%. However, in FY 03 the growth was 5.5% collectively. It was an increase by 2.9% over the FY 02 when the industry growth rate was at mere 2.6%. 3.1 (e) THE INDIAN TYRE COS

A brier introduction of some important Indian tyre cos is given to get acquainted with them. (i) Bombay Tyres International Ltd. : Set up in 1930 in Calcutta had

shifted to Bombay in 1939; started manufacturing in 1940; products marketed under the brand name MODISTONE; technological

collaborations with continental Gummi Werke; Germany has been facing a series of lockouts and strikes in the past decades. (ii) Ceat Limited : Set up in 1958; management under Mr. R. P.

Goenka, has achieved 100% capacity utilization & claims a considerable chunk of market share; technical collaboration with Okohama Rubber Co. Japan, very strong in research & development and distribution; significant presence in radial tyre segment. (iii) Dunlop India Ltd. : Set up in 1936 manufactured a wide range of

tyres ranging from bullock carts to aeroplanes; had technical collaboration with Sumitomo Rubber Co., Japan & Dunlop Ltd. UK, the company has closed down its operations in India. (iv) J.K. Industries : Set up in 1951; went public in 1974; under the

management of J.K. Group of Mr. H. K. Singhaniya, manufacturing tyres since 1972; technical collaboration with General tyres Ltd. International USA & Continental Gummi Werke, W. Germnay; Good market performance despite break out of fire at Plant & Labour problems in the continuing decade; has a very good reputation and consumer support is also good; one of the first Indian Tyre Cos. to be awarded ISO 9001. (v) MRF Ltd. : Set up in 1960, Madras Rubber Factory Ltd. is one of

the key players of the market; Chairman Mr. K.M. Mannen, technical

collaboration with Mansfield Tyre & Rubber Company, USA, Good performance despite closure of plant in Goa; pionner in Making tyres for new model cars in technical collaborations with Uniroyal Goodrich Tyres, USA & Pirelli, (vi) Modi Tyres : Setup in 19710at Ghaziabad, Chairman K.N. Modi; had technical collaborations with continental Gummi Werke, W. Germany; had a very good presence in bus & truck tyres segment, had good export figures too, was into making radial tyres for truck, cars & LCVs. Unfortunately had to close down in very recent past due to unavoidable circumstances.

(vii) Apollo Tyres : Set up in 1972 in Kerala by Industrialist Mr. Raunaq Singh; technology from General Tyres International, USA was earlier troubled by Industrial relations problems but has now come out of it with flying colours; increased overall growth by 18% vis-a-vis the entire category growth of a mere 2% in by 2001-02.

3.1

(f)

INDIAN TYRE INDUSTRY :

Some facts & figures. (1) Average annual compound growth rate in exports (2) Industry turnover in India : 27% : Rs.98000 Mn

(3) Total taxes & duties paid

: Rs.24250 Mn

(4) Average annual growth of production in last decade : 09% 3.1 (g) COLLABORATIONS OF SOME INDIAN TYRE

COMPANIES Companies (1) Apollo Tyres Ltd. Collaborations General Tyres Intl. Co. USA Continental AG (Germany) (2) MRF Ltd. Uniroyal Goodrich, USA (Part of Michelin, Germany) (3) (4) Goodyear India Ltd. Ceat Ltd. Goodyear Tyre & Rubber Co.,USA Yokohama Rubber Co. Japan Goodyear, USA (5) J. K. Industries Ltd. General Tyres Intl. Co. USA Continental A G (Germany) (6) (7) Vikrant Tyres Ltd. Birla Tyres Avon Technical Services Ltd. UK Society pneumatic Pirelli, SPA Italy (8) Modi Rubber Ltd. Continental, Germany

(9)

Dunlop India Ltd.

Sumitomo Rubber Ind. Japan Dunlop Ltd. UK Pirelli, Italy

(10) Bombay Tyres 3.2

Continental, Germany

ORGANISATIONAL PROFILE Named after Greek Sun GOD, Apollo was set up in 1972 in Kerala

by Legendary Industrialist Mr. Raunaq Singh. It was that era when hard nosed MNCs and Indian tyre majors dominated the industry. Despite incurring heavy losses in the Initial years, mainly due to the fact that all tyre major in those days had high production capacities as compared to the market demand; Apollo come back as a strong player backed by strong production & marketing strategies. It was the combined effort of Goal Oriented people and clear, adventurous vision of the top management and its state of the art technology, APOLLO, is today. A name to reckon with, not just in nylon but also in the radial tyre segment. With a view to position itself in the premium tyre segment, Apollo decided to price its brands reasonably higher than its competitors. The

rationale behind this was targeting a customer segment for whom price was almost a none-issue. The key criterion was product benefit, Premium branding led to the development of a niche that comprised of those who looked for the best tyre and not necessarily the best bargain. This not only made the company less vulnerable to recessionary trends in the years to come but also in recent times. While the industry has been crying wolf, Apollo has comfortably weathered the storm of Recession. Little wonder then, that customers loyalty to Apollo brands has become legendary. Believing firmly in the philosophy of always looking for new answers Apollo has all along envisioned Action that would challenge the conventional wisdom of the Tyre Industry. Call it holistic thinking or innovative marketing strategies. As a corporation, Apollo has always thrived on huge challenges so as to turn them around to its advantage.

VISION A leader in the Indian Tyre Industry and a significant global Player, Providing customer delight & enhancing share holder value.

CORE VALUES : C R E A T E : : : : : : Care for customers Respect for associates Excellence through teamwork Always learning. Trust mutually Ethical practices

PRINCIPLE OF GROWTH Its for the customer that we keep purchasing the bar of excellence, Time & again. By being innovative, efficient and caring we respond to our customer needs. What ever we do, we never fail to ask ourselves a simple question. How will the customer benefit from this particular innovation: technology or service? Will it bring about a substantial difference in their lives? Can we, in our quest for excellence, go even further? In meeting these challenges day in and day out, lies the secret of our success.

3.2

(a)

STRATEGIC GOALS

Apollo tyres aims to achieve a turnover of $1 billion by 2005-06. The corporate objectives in support of this are

(1) (2) (3) (4)

EMPLOYEE SATISFACTION CUSOMER DELIGHT REVENUE GROWTH OPERATING MARGING IMPORVEMENTS

3.2

(b)

OEM PARTNERS

Apollo had a long-standing relationship with various partners in the Industry. In association with partners Apollo Tyres is in full gear to become The Tyre company of the Next Generation. Following is the list of particular companies: -

Type of Tyres/Vehicles Trucks Radials LCV Farm

Name of the Cos Telco, Ashok Leyland Maruti, Mahindra & Mahindra, Telco. Eicher, Swaraj, Mazda, Telco, Bajaj Mahindra & Mahindra, Punjab Tractors, Tafe, ITC.

3.2 (c)

ACHIEVEMENT IN THE FORM OF CERTIFICATIONS & AWARDS

ACHIEVEMENTS 1. 2. 3. Fastest growing tyre co. in India, 7th in the world. Eighteenth largest tyre co. in the world. The first tyre co. in India to obtain ISO 9001. Certification for all

its operations. 4. The firs5t tyre co. to introduce packaging for tubes, two wheeler

tyres & car tyres. 5. The first tyre co. to have the concept of exclusive showrooms for

truck tyres called the APOLLO TYRE WORLD. 6. The only tyre company with more than 100 sales & service offices

in India.

CERTIFICATIONS DETAILS 1. 1994. First tyre company in the country to get ISO 9001 certification: Oct.

2. 01. 3.

One of the few tyre manufactures with QS-9000 certification Mar.

Consistently rated as excellent in quality audit by the collaborator

M/s Continental AG. 4. Manufacturing facility & Tyre Testing Lab certified by In-Metro

of Brazil. 5. 6. Registered with CQAV (Defence) & DGS & D (Govt.) Approved by Dept. of Transport of USA, ECE European

Economic Comm. of Europe. SASO-Saudi Arabian standards Org. of SA; Convening of Venezuela.

3.2

(d)

DISTRIBUTION REACH

Apollo Tyres Ltd. has a dealer network of over 5,000 dealers which is largest in the country. Out of these there are over 3000 exclusive outlets under the brand name Apollo Tyres World and ARW. Their quick response mechanism enables prompt product delivery and after sales services to provide holistic solution to customers. 3.2 (e) (1) (3) MANUFACTUREING LOCATIONS Perambra Cochin Limda Gujarat (2) (4) Pune Maharashtra, Kalamessary Kochin.

3.2

(f)

BUSINESS PROFILE

Apollo manufactures Truck & Bus, passenger car, jeep, LCV & Farm tyres. It has an extensive distribution network of more than 3000 dealers known for its quality & successful brand such as Amazer XL, XT9, Loadstar Super, Milestar, Champion Amar, Amar DLX, Mahatrooper, Tropper, Gripper, Duramile, Etc. It has a strong market aggressiveness which is giving a tough competition to MRF & others.

Percentage rise in sales 17.56%

Launched new farm tyres of Farmking, Krishak Super, Powerhaul, Krishak Premium, etc. It has targeted the farm segment of customers. The Farmaking is the first radial tractor tyre of India.

3.2

(g)

PRODUCTION

Production of tyres & tubes during the year 2003-04 was higher at 2.03 lacs tons as against 1.74 lakh tons during the previous year registering a growth of 16.66% in volume terms.

3.2

(h)

DOMESTIC MARKETING

During the year, the company has made substantial gains in all segments of business despite a less than bright domestic scenario. Rapid gains are made in the truck & bust tyres segment with the company emerging as the clear leader. A segment where the companys initiatives for customer delight led to leadership was the rear tractor tyre segment in the replacement market. This along with a significant original equipment (OE) presence has made the company a force to reckon with in the Agricultural tyres market. The company also assumed technological leadership by becoming the first Indian tyre manufacturer to commercially launch farm radials. Sales volume in the LCV and passenger car tyre segment also registered high double digit growth. During the year ended the company launched tubeless passenger car radials in the market. Maximising customers benefit the customers benefit the company rolled out attractive consumer promotions during the year to WOO the end customer. For instance for the launch of Farm radials Farm King

the company held mega events in the hinterland. These offered a suitable platforms to present the distinctive feartures of tyres to the end customersfarmers. In the open market economy when established brands are viewed as prime assets of a company fuelling future growth, the company takes pride in establishing well acclaimed brands as loadstar Super, XT-7, Amar, Milestar, Krishak Super in the commercial & farm segment & Amar in the passenger vehicle segment company. as prime asset brand of the

3.2

(i)

EXPORTS

The export of the companys product registered impressive growth during the year under review. The growth has been achieved in an industry that is facing fierce competition both from within the country as well as form outside, particularly from Chinese manufacturer of tyres. During the year, the exports of passenger radial tyres have been successfully commenced and exports volumes to Middle East, Pakistan, Africa & South East Asia were significantly increased.

3.2 (j)

EXPANSION PROGRAMME/FUTURE OUTLOOK

The farm radial project was completed on time during the year under review. The product lunched by the company has been well achieved in the market and initial tests have reported that the mileasge of these tyres are 60% more than that of the bias tyre. During the year under review the capacity of perambra plant was progressively increased from 132 MT to 147 MT per day. In order to fill up the demand supply gap the company has embarked upon an expansion plan. The company is also setting up a pilot truck radial facility at Baroda. In addition, the existing capacity of passenger & LCV radials is also being increased. 3.2 (k) ORGANISATIONAL STRUCTURE PROFILE ATL has a formal organisational structure. As far as decentralisation is concerned the company has taken care to ensure that proper authority is delegated to proper positions in the organisation. The company is headed by a Board of Directors. This board had 14 members of which one is the chairman and another one is the ViceChairman & managing director. Rest 12 members are the directors of the company. Apart from them there is company Secretary, Auditors & Bankers are also included.

The dignitaries of the board are the company and following: BOARD OF DIRECTOR AS ON YEAR 2003-2004 Chairman-cum-MD Chief Operating Officer & Whole Time Director Chief (Proj. & Corp. Affairs & Whole Time Director Director Nominated : UTI : Anil Khanna K. Jacob Thomas Kerala Govt. : L. Radhakrishnan M. R. B. Punja Vinod Roy. SBI Directors : : M. Y. Ravade Nimeseh N. Kampani O. P. Gupta Robert Steinetz : U. S. Oberoi : Neeraj Kanwar : Onkar S. Kanwar

Shardul S. Stroff

Company Secretary Auditors Bankers :

: :

R. N. Wahat Fraser & Ross

SBI, BOI, BOB, PNJ, SB Mysore, SB Patiala, SB Travanacore, ICICI Bank, UBI, Federal Bank Ltd. Hierarchical structure of Marketing & Sales Department Head Sales Truck WM Penta

Z1

Z2

Z3

Z4

Z5

NE

B WB A

DM1

DM2

DM3

DM4

DM5

DM6

DM7

AM1

AM2

Note : WM- Works Manager; Z1 Zone One; NE North East; B Bihar; WB West Bengal; A Assam; O Orissa; DM1 Distric Manager 1; AM1 Area Manager 1

3.3

PRODUCT PROFILE Tyre is a circular cushion of rubber that fits around the rim of a

wheel of a vehicle. It provides tractors and cushions the vehicle from shocks caused by the movement over hard surfaces. The most common tyre is pneumatic rubber tyre.

Tyre are basically of two types (a) (b) Cross ply or Bias tyres. Radial tyres.

In cross ply or bias tyres, nylon or rayon tyre cords are arranged diagonally across.

In radial tyre polyesters, nylon, fiberglass or steel cords are arranged perpendicular to the circumference.

Radial technology is an improvement over cross ply and radially tyres are priced at (of 25-30%) premium. They are long lasting & having lower incidence of flats.

3.3 a) b)

(a)

COMPONENTS OF TYRE

BEAD: The part of tyre shaped to fit the rim and hold the tyre to it. TREAD : The part of the tyre which covers in contact with the road

and is made of special rubber compounds. c) d) SIDE WALL : The part of the tyre between the tread and bead SIDE WALL RUBBER : The rubber layer on the side wall of the

tyre and over the carcass. e) CARCASS : The rubber bounded cord structure of a tyre integral

with the bead and containing the inflation pressure. f) CORD : The textile & non-textile threads used in various tyres

carcass, plies & breaks, etc. g) PLY : A layer of rubber coated fabric cords.

h)

BREAKER : Intermediate rubberized fabric layers between the

carcass & the tread.

3.3

(b)

TYRE PATTERNS 1. RIB Pattern : Used mainly on front driven axle because of steering response 2. LUG Pattern : Used mostly on rear driven axle for heavy haulage and long distance operations. 3. SEMI LUG Pattern : Can be used both on rear as well as front axle. 4. M & S Pattern : Known as Mud Snow pattern and mostly used on rough roads.

3.3

(c)

ADDITIONAL INFORMATION

In the tyre industry Apollo can boast of having one of the widest ranges of the product to be offered by any organisations in the Industry. It has tyres for all types of Trucks/Bus/Jeep/LCV/Car/ Tractor which can be observed from the list given below :

Tyres for Buses & Trucks Sizes & Pattern 1. 10.00 20 18 PR Loadstar Super 2. 10.00 20 18 PR 8.25 20 14 PR for load LUG Application for load LUG

3.

10.00 20 16 PR XT-7 Gold

for load & Mileage (Hi Med load)

10.00 20 16 PR XT-7 9.00 20 16 PR XT-7 4. 10.00 20 16 PR Commando

for load & mileage

for load & mileage (Lo-med load)

5.

12.00 20 18 PR Hauling

for load & mileage (Lo-med load)

11.00 20 16 PR Hauling

for load & mileage (Lo-med load)

10.00 20 16 PR Hauling

for load & mileage (Lo-med load)

6.

10.00 20 16 AT LUG

for mileage

9.00 20 16 PR AT LUG 7. 8. 10.00 20 16 PR Champion 10.00 20 16 PR Amar dlx 9.00 20 16 PR Amar dlx

for mileage for mileage Hi mileage (Optimum refread bulb) Hi mileage (Optimum refread bulb)

9.

10.00 20 - 16 PR Amar

Hi mileage (Optimum refread bulb)

10.

9.00 20 16 PR 3R

Optimum Mileage (Hi retreadibility) RIB

11.

9.00 - 20 16 per Super RIB

Optimum Mileage (Hi retreadibility) RIB

12.

10.00 20 16 PR aT Rib

Optimum Mileage (Hi retreadibility) RIB

13.

12.00 20 18 PR Cargomiler

Optimum Mileage (Hi retreadibility) RIB

11.00 20 16 Cargomiler

Optimum Mileage (Hi retreadibility) RIB

8.25 20 14 PR Cargomiler

Optimum Mileage (Hi retreadibility) RIB

14.

10.00 20 16 PR ST 5 9.00 20 16 PR ST 5

Semilug & Mining Semilug & Mining Semilug & Mining

15.

9.00 20 16 PR Rockmaster

Light Commercial Vehicle 16. 7.50 16 16 PR Milestar 8.25 - 16 14 PR Milestar 17. 18. 19. 20. 7.50 16 16 PR Loadstar Super 7.50 16 16 PR XT 9 7.50 16 16 PR Champion 7.50 16 16 PR Amar 7.00 15 12 PR Amar 21. 7.50 16 16 PR Amar Dlx 8.25 16 16 PR Amar Dlx Jeep LCV LCV LCV LCV LCV LCV LCV LCV LCV

22. 23.

6.00 16 Mahatrooper 6.00 - 16 Trooper 6.40 15 Trooper

Jeep Jeep Jeep Jeep

24.

6.00 - 16 Gripper

Farm Tyres 25. 26. 12.4 28 Farmking (Radial) 9.5 - 24 Krishak Super Rear 12.4 28 Krishak Super Rear 13.6 28 Krishak Super Rear 16.9 28 Krishak Super Rear 18.4 30 Krishak Super Rear 27. 12.4 28 Power Haul 13.6 28 Power Haul 16.9 28 Power Haul 28. 29. 12.4 28 Krishak Premium 6.00 16 Krishak Super Front Tractor rear Tractor Rear Tractor Rear Tractor Rear Tractor Rear Tractor Rear Tractor Rear Tractor Rear Tractor Rear Tractor Rear Tractor Front

6.50 20 Krishak Super Front 7.50 16 Krishak Super Front 30. 31. 9.00 16 Dhruv 6.00 19 Bhim 7.00 19 Bhim 8.00 19 Bhim Cars 32. 33. 34. 35. 36. 37. 38. Amazer XL 4 rib Amazer XL 5 rib Storm 7.00 R 15 Duramile Amazer Steel Amazer 4.50 12 Armour 5.90 15 Armour 5.20 14 Armour 5.60 13 Armour 5.65 12 Armour 4.50 12 Panther F 78 15 Panther

Tractor Front Tractor Front Tractor Trailor Animal driven Vehicle Animal driven Vehicle Animal driven Vehicle

Car Radial Car Radial Radial Car Radial Car Radial Radial Car Bias Car Bias Car Bias Car Bias Car Bias Car Bias Car Bias

39.

The Pattern nomenclature indicates many features & characteristics of the concerned tyre. e.g. If the nomenclature of the tyre is 7.50. 16 16 PR LCV it mean following.

7.50

16

16PR

LCV Vehicle Category LCV Ply Rating Nominal rum diameter Nominal section width Chapter 4

Data Analysis & Interpretation

This research was aimed at finding the market share, brand preference, brand in use, buying behaviour, satisfaction level about Apollo Farm & Jeep tyres.

The questionnaire was aimed at the owners of Jeep & Tractors who are the customers of farm & Jeep tyre. Because tyres are purchased by owners and there is no role of driver in pruchase of tyres.

In the jeep tyre segment a total of 200 samples were randomly selected and directly interviewed for the research. The questionnaire was

repared to obtain from the respondents the maximum amount of relevant & unbiased information on the concerned issue. A copy of questionnaire is also enclosed. In the farm tyre segment a total 400 samples were selected and directly interviewed for the research.

Because the survey area was vast and distant as well as remote the researcher tried its best to reach every nook & corner to collect sample so that any biased ness can be minimised. The data was collected in the stands in the case of jeep tyre and on the farms & villages as well as Hauling stations & Brick kilns in the case of farm tyres.

4.1 (a)

DATA ANALYSIS ABOUT JEEP TYRES On the issue of tyre using at present Location/ Tyre Danapur Maner Bihta Ara Bikram / Pali Buxar Bikramganj Piro MRF 20 15 12 18 9 28 19 12 Apollo 12 9 13 10 6 7 4 3 JK 16 19 18 14 12 12 8 2 Other 12 7 7 8 4 3 9 3 Total 60 50 50 50 30 50 40 20

10

20

30

40

50

60

70

D an ap ur M an er Bi ht a Bi k /P al i Bu xa Bi r kr am ga nj Pi ro ra m Ar a

Other JK Apollo MRF

Apollo

Bikramganj 6% Buxar 11% Bikram/Pali 9%

Piro 5% Danapur 19%

Ara 16% Bihta 20%

Maner 14%

(b)

On the issue of preference Location/ Tyre Danapur Maner Bihta Ara Bikram / Pali Buxar Bikramganj Piro MRF 20 15 12 18 9 28 20 8 Apollo 12 9 13 10 6 7 8 9 JK 16 19 18 14 12 12 7 1 Other 12 7 7 8 4 3 5 2 Total 60 50 50 50 30 50 40 20

70 60 50 40 30 20 10 0
/P al i Bu Bi kr xa r am ga nj Pi ro Da na pu r M an er Bi ht a am Ar a

Other JK Apollo MRF

Bi kr

Apollo
Apollo

Piro 11%

Danapur 14%

Bikramganj 22%

Maner 11%

Buxar 8% Bikram/Pali 7% Ara 12%

Bihta 15%

(c) Factors considered during purchase of tyres.

Of the 350 respondents interviewed 60% respondent in favour of quality & lasting, 20% favoured price, 15% favoured word of mouth & 5% favoured other factors.

60 50 40 30 20 10 0 Quality & Lasting 20 Price 15 Word of Month 5 Others 60

Word of Month 15%

Others 5%

Price 20%

Quality & Lasting 60%

(d) Average life of the tyre The average life of the tyre was found to be one year. (e) Use of Resole Tyres 45% respondents use resole tyres whereas 55% are reluctant to use it.

Resole Tyres 45% Reluctant 55%

60 50 40 30 20 10 0 Resole Tyres Reluctant

(f) Ply 70% respondents use 8 ply, 30% respondents use 10 ply.

70 60 50 40 30 20 10 0 8 Ply 10 Ply

10 Ply 30%

8 Ply 70%

(g) Awareness Level About Apollo Location/ Tyre Total Resp. Aware Not Aware

Danapur Maner Bihta Ara Bikram / Pali Buxar Bikramganj Piro Total

60 50 50 50 40 30 50 40 350

42 38 26 26 23 15 26 10 216

18 12 24 14 17 15 24 30 154

70 60 50 40 30 20 10 0

Not Aware Aware

Ar ra a m /P al i Bu Bi xa kr am r ga nj Bi k

D an ap ur M an er Bi ht a

Aware

Pi ro

Aware

Bihta 12% Bikram/Pali 7% Bikramganj 11%

Piro 5%

Danapur 18%

Maner 18%

Buxar 17%

Ara 12%

(h) Satisfaction Level Satisfied 70% Not Satisfied 30%

70 60 50 40 30 20 10 0 Satisfied Not Satisfied 30 70

Not Satisfied 30%

Satisfied 70%

4.2 DATA ANALYSIS REGARDING FARM TYRES Total Samples 500 LOCATION / TYRE Danapur Maner Bihta Ara Piro Naubatpur Pali Bikram SAMPLE COLLECTED 50 100 50 50 50 50 75 75

(a) Tyre Using At Present Location/Tyre Danapur Maner Bihta Ara Piro Naubatpur Pali Apollo 18 35 18 8 16 15 12 GY 20 40 20 23 16 20 33 Others 4 12 3 8 12 5 11 Total 50 100 50 50 50 50 75

Bikram

23

34

75

100 90 80 70 60 50 40 30 20 10 0
D an ap ur M an er Bi ht a Ar a

Others GY Apollo

Pi r N au o ba tp ur

Apollo

Bi k

Pa li

ra m

Bikram 16%

Danapur 12%

Pali 8%

Maner 25%

Naubatpur 10%

Piro 11%

Ara 6%

Bihta 12%

(b) Tyres Preferred Location/Tyre Danapur Maner Bihta Ara Piro Naubatpur Pali Bikram Apollo 20 40 20 8 17 18 12 30 GY 22 43 21 23 20 20 25 30 Others 2 7 3 4 7 12 15 Total 50 100 50 50 50 50 75 75

100 90 80 70 60 50 40 30 20 10 0
Pi r N au o ba tp ur D an ap ur M an er Bi ht a Bi k
Maner 25% Bihta 12%

Others GY Apollo

Apollo Bikram 18% Danapur 12%

Pali 7%

Naubatpur 11%

Piro 10%

Ara 5%

Pa li

ra m

Ar a

(c) Awareness Level About Apollo Farm Tyres LOCATION/TYRE Danapur Maner Bihta Ara Piro Naubatpur Pali Bikram TOTAL RESP. 50 100 50 50 50 50 75 75 AWARE 36 72 37 24 26 30 30 51 NOT AWARE 14 28 13 26 24 20 45 24

120 100 80 60 40 20 0
Ar a Na Pir ub o at pu r Pa Bi li kr am
Aware
Not aware Aware

Da na pu M r an er Bi ht a

Aware

Bikram 16%

Danapur 12%

Pali 11%

Maner 23%

Naubatpur 10% Piro 8% Ara 8% Bihta 12%

(d) People Aware & Not Aware Apollo Farm Tyres LOCATION/TYRE Danapur Maner Bihta Ara Piro Naubatpur Pali Bikram AWARE 36 72 37 24 26 30 34 51 USING 26 54 25 10 18 15 20 38

140 120 100 80 60 40 20 0

ur er ap D an M Bi h an ta

Using Aware

Bikram 16%

Pali 11%

Naubatpur 10%

Piro 8%

Ar a N Pi r au o ba tp ur Pa Bi l i kr am
Aware
Danapur 12% Maner 23% Ara 8% Bihta 12%

Chapter 5

Conclusion & Suggestions

Having done the market survey & research analysis of various factors some conclusions can now be drawn the concerned issue; the topic of the Research. These conclusions are scientifically reached upon as is evident form the analysis itself. There are margins of the errors in the research process, especially in data collection. But that does not take away the importance of the research. In fact, there is always an acceptable limit of margin of error and if the researchers respect this limit, the research is bound to be successful in a addressing the issue. In this particular research, every effort was taken to ensure that the research remained within the acceptable parameter. This discipline and carefulness yielded some invaluable results and conclusions. (A) (B) Results & Conclusions of Jeep Results & Conclusions of Farm tyres.

5.1

CONCLUSION

(a) 1.

RESULT & CONCLUSION OF JEEP TYRES MRF is the leading brand in the jeep segment followed by JK tyres & Apollo.

2.

Jeep owners prefer MRF as the first priority followed by Apollo & JK tyre respectively.

3.

Most Jeep drivers / owners make their purchase on quality rather than on price.

4. 5. 6. 7. 8. 9.

The average life of jeep tyres was found to be one year. Most of the respondents dont use resole tyres. Most jeep drivers use 8 ply rather than 10 ply tyres. Awareness level is not very good in the western Bihar side. Most of the aware respondents have used Apollo. Most of the respondents who have used Apollo are very satisfied with the performance of the tyre.

10.

The problems of Apollo users are followinga) b) Problems with regards to settlement of claim. Problem with regard to lack of adequate promotional

schemes. c) Dissatisfaction shown by dealers of the company regarding

delivery of tyres & gifts, etc. d) Dissatisfied dealers are selling multiple brands.

11.

The suggestion from the consumers to the tyre company are following:

(a) (b) (c)

They should reduce the price. Consumers should be given the benefits of promotional schemes. There should be fast proper settlement of claims

(b) 1.

RESULTS & CONCLUIONS OF FARM TYRES Most of the respondents use Goodyear tyres in the rear axle

followed by Apollo and MRF. 2. Most of the respondents prefer Goodyear tyres in the rear axle

followed by Apollo and MRF. 3. Most of the subjects buy tyres on the basis of quality & lasting

while very few give priority to price and some rely on word of mouth publicity. 4. years. 5. 6. Awareness level is average but not satisfying about the farm tyres. Of the aware respondents maximum were using Apollo tyresa in the The average life of each tyres was found to be more than three

rear axle. 7. Very less number of respondents use resole tyres.

8.

90% of the respondents who are using Apollo tyres are very much

satisfied with the performance. 9. The problems of Apollo users were with regard to lack of adequate

promotional schemes. Dealers do not provide adequate information in the support of Apollo brands. They see their margin of profit. The suggestions from the consumers to the tyre companies are following :(a) (b) They should reduce the price. Consumers should be given benefits of promotional schemes.

5.2

SUGGESTIONS The Indian tyre industry is passing through the phase of

toughest competition. In fact, this is the case with every industry. With the globalisation and liberalization striking India in the last decade, all the industries have been facing cut throat competitions. Domestic players have been duly threatened by the arrival of the multi-nationals in every space of business.

This has resulted in new offerings being made to the consumers. There have been price wars too. No doubt the biggest winner has been the customer. He how has the quality products at compatible price.

In order to survive & grow each company tries to make its products and services more distinguishable. Tyre industry is no exception, with each company offering new product and trying to develop better marketing strategies.

For this it must have an understanding of buyers preferences and buying behaviour. Buying behaviour of consumers is a complex phenomenon to understand, but its knowledge gives the market a definite edge over his competitors.

ATL, one of the leading companies of tyre trade has a good brand image, a large market share and a wide product range is definitely aware of the importance of these factors as is evident from its achievement in the tyre industry despite recessionary trends.

None the less there are some steps which the company needs to take in order to improve its market share in Western Bihar as revealed by the results of this survey.

So, the researcher has following suggestions for the company which they believe will definitely improve the performance of the organisation in the demographical area of Western Bihar.

5.2 1.

(a)

SUGGESTION WITH REGARD TO JEEP TYRES

A proper strategy should be aimed at the dealer in order to make

them participative in the marketing process. 2. Various promotional schemes like Hoardings, Banners, Leaflets,

etc. in the various jeep stands will be helpful in increasing the awareness level of consumers. 3. Various trade promotions in the form of buying allowances display

allowances, count-recount allowances, delayed bulling, inventory financing, etc. should be used by ATL to motivate the customers to perceive the brand. 4. In many parts of western Bihar areas, roads are in a bad condition

& Jeep owners have to replace their tyres frequently. Company can target those areas by appointing dealers & pushing the brands, which are on cheaper side. 5. The company should organise road campaigns in order to impart

technical knowledge to the consumers & general public.

6.

After sales service should be improved considerably in order to

incorporate maximum consumers.

5.2 1.

(b)

SUGGESTIONS WITH REGARD TO FARM TYRE

Since in the geographical area of western Bihar many of the tractors

are used both in the hauling purpose as well as Farming purposes. In the months of January to June. Tractors are used in loading purpose. From June when monsoon arrives these tractors are used in farming process. So the company may target both the areas i.e. loading stations such as Brick kilns, sand-post, chip factory, etc. as well as villages where farming is carried out. 2. The scheme Tyre Suraksha Bima launched by the company is a

very good scheme to establish its farm tyre brand in the market. The problem here is that leave alone consumers. Dealers are not aware about the scheme. So a training programme should be organised at least once in a month providing every updates of the companys strategies to them. By this they will feel their participation in the organisation & thus promote the Apollo brands.

3.

Company should improve the distribution network & should

minimise the delivery time. The late delivery creates dissatisfaction to customers in urgent need & ultimately he switches over to other brands. 4. The promotional schemes like Road shows, posters, hoardings,

banners, leaflets, gifts, etc. in the villages as well as Brick kilns, sand ports or chip-stands ports or chip-stands etc. 5. Besides the above promotional schemes the company should make

use of radio used by many villagers as a source of promotional compaign. 6. Company should try to associate with tractor companies at

Regional level. This is so because they organise free service camps in different areas on different days & the company may erect stall or use direct selling to those customers.

Chapter 6

Report About Sales Campaigning of Farm Tyres in Western Bihar

After the market study was conducted we were assigned the task to carry out the sales campaigning of the ATL with special reference to Apollo Farm Tyres Series. The campaigning was organised by the company to promote its new series of Apollo farm tyres such as (1) (2) (3) (4) (5) (6) Farm king : Indias first radial tractor etc. Krishak Super Krishak premium Powerhaul Sarpanch Krishak Super front. The campaigning was in a form of road show better known as Nautanki. This Nautanki was based on a story related to Mahabharata. Lord Narada comes to a pay a vistit to the Pandavas. When he reached to Pandeavs Yudhishthir tells him that he has deputed all the brothers

including himself to go to villages & work for the welfare of farmers. At the same time Bhisma Pitamah requests Narada to survey the farmer of earth & ask that what are the steps necessary for the welfare. Narada arrives to villages & after survey he found that Apollo tyres is the main reason of the happiness of farmers. He recommended this to Bhisma Pitamah to use the same. Thus the story ends. This story is followed by the magic show which was organised primiarliy for drawing the attention of farmer in villages. At last a quiz was organised related to the Nautanki & informations about tyres. Successful respondents were given gifts from the company.

This compaign was organised for one week in western Bihar comprising the following districts (town & villages). 1. 2. 3. 4. 5. 6. 7. 8. 9. Danapur Maner Bihta Ara Jagdishpur Bihiya Sonebarsha piro Kochas

10. Naubatpur

11. Bikram 12. Pali 13. Buxar 14. Bikramganj 15. Brahmapur

We targeted those areas where tractors were available in bulk to that maximum advantage could be taken from the campaign. We personally provided information regarding the questions of the farmers. Many of them were excited about the Farm King which is Indias first radial tractor tyre. They also shown interests towards Krishak Super & Krishak premium & powerful tyres.

Added with the scheme of tyres Suraksha Bima which provides unconditional warrantee on tyres for any defects due to which tyre cant be used, in between three years of 50% trade erosion whichever occurs earlier, many primary customers were formed which will be the future prospect.

Since farm tyres are relatively new products in its segment. Most of the people were unaware about the tyres as well as unconditional warrantee provided by the company. Dealers were also unaware of these schemes which shows companys poor promotional strategy.

Since sales campaigning was started at the time when monsoon was going to be started and the appropriate time for farmers to change their tyre, it provided a great help in imparting informations about companys product to the farmers & customers. It will certainly help in increasing the sales output of the company.

The company should try to make a consistence effort to carry on such type of campaigns so that every customers become aware of the products & services provided by the company.

UNSTOPPABLE..............

Bibliography

Marketing Management

Philip Kotler, Johnson

Marketing Research

G. N. Bajpayee

Marketing Strategy & Business Policy

Johnson & Scholes

Websites

www.apollotyres.com

Journals & Magazines

Newsletter, ATL, Feb. & March 2004 Annual Report, ATL, 2003-04 Business World, The Economic Times.

SURVEY ON LCV TYRES WITH SPECIAL REFERENCE TO

APOLLO

TYRRES

NAME

OF

THE

DRIVER .....................................................................................

OPERATING STAND ............................................................................................ VEHICLE NO ......................................................................................................... NAME OWNER ............................................................................................ ADDRESS ...................................................................................................... ........ TEL. NO. ............................................................................................................... MOBILE NO........................................................................................................ ROUTES OPERATING........................................................................................ THE

1.

Which tyre are you using right now ? (a) MRF (b) CEAT (c) JK Tyre (d) Apollo tyre (e) Any other

2.

Which Tyre do you prefer ? (a) MRF (b) CEAT (c) JK Tyre (d) Apollo tyre (e) Any other

3.

What factors do you consider during purchase of Tyres ? (a) Quality (b) Price (c) lasting (d) suitability (e) Credibility (f) any

other

4.

What is the average life of the tyre, which you are using ? (a) 6 months (b) One Year (c) One year or more

5.

Do you use resole tyres ? (a) Yes (b) No

6.

What ply do you use in tyres ? (a) 8 Ply (b) 10 Ply

7.

Are you aware that APOLLO TYRES is manufacturing JEEP and

TRACTGOR tyres ? (a) Yes (b) No

8.

Do you have used/using Apollo Tyres ? (a) Yes (b) No

9.

Are you satisfied with the performance of Apollo tyres ? (a) Yes (b) No

10.

If no, then what are the complains ? .............................................................................................................. ..............................................................................................................

11.

Any Suggestions .............................................................................................................. ..............................................................................................................

12.

Remarks: .............................................................................................................. ..............................................................................................................

(Interviewer)

Date ......................

SURVEY ON TRACTOR TYRES WITH SPECIAL REFERENCE TO APOLLO TYRES Survey conducted by Mr. Kumar Niraj (I.M.T., Study Centre, Patna)

NAME

OF

THE

FARMER/

OWNER ......................................................................... .......................................................................................................................... ............ VILLAGE: ...................................................................................................... ............ DISTRICT: ..................................................................................................... ............ ADDRESS: ..................................................................................................... ............ ........................................................................................................ .......... TYPE TRACTOR ................................................................................................ Vehicle No: ................................................................................................................. TEL. NO. ............................................... OF

CODE ....................................................... MOBILE NO. ..............................................................................................................

1.

Which tyre are you using right now? (a) MRF (b) CEAT (c) JK Tyre (d) Apollo tyre (e) Goodyear (f) Any

other......

2.

Which Tyre do you prefer? (a) MRF (b) CEAT (c) JK Tyre (d) Apollo tyre (e) Goodyear (f) Any

other......

3.

What factors do you consider during purchase of Tyres ? (a) Quality (b) Price (c) lasting (d) suitability (e) Credibility (f)

Rumors (g) any other

4.

What is the average life of the tyre, which you are using ?

(a) 6 months (b) One Year (c) Two Year (d) Three Year (e) Three or more

5.

Do you use resole tyres ? (a) Yes (b) No

6. tyres?

Are you aware that APOLLO TYRES is manufacturing TRACTOR

(a) Yes

(b) No

7.

Do you have used/using Apollo Tyres? (a) Yes (b) No

8.

Are you satisfied with the performance of Apollo Tyres? (a) Yes (b) No

9.

If no, then what are the complains? ...............................................................................................................

.......... ............................................................................................................... .......... 10. Any Suggestions : ............................................................................................................... .......... ............................................................................................................... ..........

11.

Remarks: ...............................................................................................................

..........

............................................................................................................... ..........

Date: ......................

APOLLO TYRES LTD.

TO WHOM IT MAY CONCERN

This is to certify that Mr. KUMAR NIRAJ, a participant of PGDBM (MARKETING). Session 2001-2004 from Institute of Management Technology, Ghaziabad has undergone Project (Training) in our organisation. The topic of the study was MARKET STUDY OF JEEP TYRES AND FARM TYRES WITH SPECIAL REFERENCE TO APOLLO TYRES IN WESTERN BIHAR FARM AND SALES IN

CAMPAIGNING

REGARDING

APOLLO

TYRES

WERSTERN BIHAR.

He is very sincere & willing to learn more and more. During the project work he has taken all the responsibilities on his shoulders to make project successful in all respects.

This project is a successful attempt in blending conceptual dimensions with practical implications.

I wish him all success in corporate world.

STATE MANAGER Apollo Tyres Ltd. Rukunpura, Bailey Road, Near Canal, Patna-800014 Phone No: 0612 2593726/2593727/2595770/2595778

Acknowledgement

The report on the research work of Market Study of Farm Tyres & Jeep Tyres with Special Reference to Apollo Tyres And Sales Campaigning in West Bihar in the following pages is the outcome of my research study done chiefly at the Western Bihar. It has been planned & executed under valuable & sympathetic guidance of Mr. Dharmendra Kumar Singh visiting faculty of IMT STUDY CENTRE, PATNA.

I also acknowledge my deep sense of gratitude to management team & staffs of the Apollo Tyrres Ltd., Patna who made available their valuable time & their constant encouragement to me.

It gives me immense pleasure in paying my reverence to my parents for his inspiration & Motivation.

I also acknowledge the support provided by my family & friends in this regard.

I would also like to extend my sincere thanks to Mr. Rajeev Ranjan, GRAPHIX, Patna for typing the manuscript of this report in a decent way.

At the end I acknowledge the blessing of almighty GOD.

Kumar Niraj

Preface

This project report titled A market study of farm tyres & Jeep tyres with special reference to Apollo Tyres & Sales Campaigning in West Bihar is an attempt in presenting the current market condition about the sale of tyre industry. In more than one sense it summarises the results of survey, study & analysis and sales campaigning.

The tyre industry is the backbone of the transport sector so this study become relevant. Also in this era of sweeping economic reforms, liberalisation & globalisation of the economy, these type of studies provide an opportunity for the management trainees to observe the actual marketing practices.

An introduction about industry scenario has been given in chapter one which provides the information about consumer behaviour & market conditions. The project has been done with the help of various research plans. A detail has been provided in Chapter-2. The Indian Tyre Industry is passing through a phase of great transformation and the Indian tyre companies are facing the competition with great commitment. This can be known by the performance of Apollo Tyres Ltd., Patna. A brief profile has been provided in Chapter-3. The outcome of data & suggestion has been prepared carefully which has been provided in Chapter-4.

A report on sales campaigning in Western Bihar regarding farm Tyres has also been provided in Chapter-6

Lastly, the researcher owns the entire responsibility of the facts & analysis as also the error, if any. Because there always remain a chance of

human error and biasedness cant be avoided. Despite this a great care has been taken while preparing this report.

Kumar Niraj

CONTENTS

Page Chapter-1 1.1 1.2 1.3 Rationale & Scope of The Study

Introduction Aim of The Study Scope of The Study

Chapter-2 2.1 2.2 2.3 2.4 2.5

Details of Research Plan

Study of Methodology Research Design Sources of Data Sample Limitations

Chapter-3

The Tyre Industry & Apollo Tyres Ltd.-An Overview

3.1 3.2 3.3

Industry Profile Organisational Profile Product Profile

Chapter-4 4.1 4.2

Data Analysis & Interpretations

Data Analysis of Jeep Tyres Data Analysis of Farm Tyre

Chapter-5 5.1 5.2

Conclusions & Suggestions

Conclusions Suggestions

Chapter-6

Report About Sales Campaigning of Farm

Tyres in West Bihar

Appendices I : Copy of Questionnaire of Jeep Tyres & Farm tyres

II : Appendix III : Bibliography IV : Product Display