In this project I have studied “Market Share of Apollo tyres in passenger car radial in Varanasi area. ’’ Apollo tyres are manufactured by Apollo tyres ltd. In this competitive era of marketing where the satisfaction of customers towards the product has become first priority. It is very important to analyse the customers’ behavior. Every company determines the price of its products, sales promotion etc. according to the market requirement.
Direct marketing is one of the effective medium sales promotion because it is directly related to customers. With the help of direct marketing company enhances its brand image. Without putting customers on top, no company can get success. To get success every company should target customers because market is totally customer oriented. This project report evaluates the position of Apollo tyres in Varanasi market and the role of direct & indirect marketing. Finally I have given some views and suggestion to the company for its market strategy. PREFACE
In spite of the theoretical knowledge gained through classroom study, a person is incomplete if not subjected to practical exposure of real corporate world . He may have to face hurdles, which will be difficult to overcome without any first-hand experience of business. In this context, research program has been designed to make the person aware of happenings of the real business world. The project entitled “Market share of Apollo tyres in passenger car radial in Varanasi area’’ with special reference to Apollo, has been done at Varanasi as a completion part of M.
B. A program. In our summer training, we worked upon the analysis of Apollo tyres fitment in Varanasi by the fitment survey, customer attitude, and dealer preference through the personal contact, interview and questionnaire . During my summer training, I got an opportunity to apply my theoretical knowledge and meaningful concept to actual business condition and to familiarize with the marketing activities of the products . All the works done on this project report is confined to my broad objective. ACKNOWLEDGEMENT
At the successful completion of our summer training at APOLLO TYRES LIMITED at VARANASI . We would like to express our gratitude and thanks to Mr. Shasank Sharma and all the staff members of APOLLO TYRES LIMITED at VARANASI, for the guidance , support and help, without which the completions of this project was not possible. Equally , we are also grateful to Dr. S . K. Mishra (Coordinator of M. B. A. Programme, BBSIMS), for his valuable guidance and support. I would also like to take this opportunity to express my gratitude to all our M.
B. A. teachers, who were the source of inspiration and motivation all through the program. Finally, we would also like to take this opportunity to express my gratitude to all the members of Apollo Tyres Ltd. and faculty members of B. B. S Institute of Management Studies ( Greater Noida) for sharing their helpful ideas during this project . (ANAND JAISWAL) TABLE OF CONTENTS PART-I 1. CHAPTERS * Introduction * Company Profile * Marketing Strategy * Scope * Product Profile * Global Presence * Basic Function of Tyres * Golden Rules for Tyres Selection PART-II 1. Objective 2.
Research Methodology 3. Data Analysis 4. SWOT Analysis 5. Recommendations 6. Conclusion 7. Limitations 8. Bibliography * Questionnaires 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. Today, marketers are directing their efforts in retaining the customers and customers’ base. Their focus has shifted towards integrating the three elements people, service and marketing. The customer’s importance has assumed imponderable proportions in today’s world, because of the inherent value that the customers command. A customers can “make or break” a company.
It is the responsibility of every company to see that all its customers are equally satisfied with them, for one single dissatisfied customer will tell at least nine others about the dissatisfaction and will spark off a chain reaction and spell doom for that company. In such scenario, retention of the existing customers assumes diabolical proportion. Research has thrown light on some important aspects of customers’ retention it has been proved empirically that acquiring new customers can cost five times more than the cost involved in satisfying and retaining current customers.
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 competitive prices, etc.
The maxim,” caveat – emptor” has been replaced by “caveat venditor”. In the past, after sales service was consider as a cost center, Companies were lethargic in attending to customers complaints. Availability of trainee service personal and quality genuine spare parts posed serious problems. However, with the rising competition, there could not be much product differentiation, as price and quality were comparable and latest technology was to each and every company in the field.
Since, there could not be much differential a tangible assets, the companies concentrated on the “intangible assets”, namely the “service factor”, which served as a major differentiator. Today after sales service is an important aspect of every company, and it is no more considered as a cost center, but considered as a profit center. Every organization strives hard to retain its existing customers at any cost since it is five times costly to get a new customers, then to retain an existing customers. Today most of the industries use information technology to best services to their customers.
HISTORY OF APOLLO TYRE COMPANY “People deliver innovation Innovations deliver successA few of the difference our people made”| 1975Inception1976Registered as a company1977First Plant commissioned in Perambra(Cochin, Kerala)1991Second Plant commissioned in Limda (Baroda, Gujarat)1995Acquired Premier Tyres in Kalamassery (Cochin, Kerala)1996Exclusive Tubes Plant Commissioned in Ranjangaon (Pune, Maharastra)2000Exclusive Radial Capacity established in Limda2000Established APOLLO TYRES Health Care Clinic for HIV.
Aids awareness 2003Expansion of passenger car radial capacity to 6600 tyres per day2004Production of India’s first H-Speed rated tubless passengers car radial tyres2004Support in setting up India’s first emergency medical service in Baroda2005APOLLO TYRES health care clinic in Udaipur in Rajasthan and Kanpur in Uttra Pradesh2006Expansion of passenger car radial capacity to 10000 tyres per day2006Expansion of passenger car range to include 4×4 and all terrain tyre2006Acquired Dunlop tyres international in South Africa and Zimbabwe2006Opening of Apollo tyres health care clinic in Ukkadam, Tamilnadu2006Launch of Dura Tread, trading material and solutions2006Launch of India’s first range of ultra high performance V and W-speed rated passenger car radial2007 Launch of Regal Truck and Bus radial tyres2007Launch of Dura tyres, retreaded tyres from Apollo2007Launch of the Apollo Tennis Initiatinve and Mission 2018HIHIHHHHHJJ| Apollo Tyres Ltd is a high-performance company and the leading India tyre manufacturer. Head quartered in Gurgaon, a corporate-hub in the National Capital Region of India, Apollo is a young, ambitious and dynamic organisation, which takes pride in its unique identity. Registered as a company in 1976, Apollo is built around the core principles of creating stakeholder value through reliability in its products and dependability in its relationships. Apollo’s present strength and market dynamism steps from its early years of strife in establishing itself as a tyre manufacturer within the closed Indian economy.
Over two decades, Apollo worked on a portfolio of products, tuned to customer needs and an array of innovative marketing initiatives to establish itself as a leader in its home market. Some of these include segmenting customers by their load and mileage requirements, running tyre loyalty programmes, establishing customer contact programmes which resulted in better health and driving habits, introducing India’s first farm radials and India’s first range of high-speed tubeless passenger car tyres. For the first time, in 2006 Apollo ventured outside India in its quest to test itself outside its home comforts. Apollo acquired Dunlop Tyres International Pty Ltd in South Africa (since renamed as Apollo Tyres South Africa Pty Ltd) and Zimbabwe, taking on southern Africa as the second domestic market.
The company holds brand rights for the Dunlop brand across 30 African countries. In 2009, Apollo acquired Vredestein Banden B V in the Netherlands, and thereby adding Europe as its third crucial market. The company currently produces the entire range of automotive tyres for ultra and high speed passenger cars, truck and bus, farm, Off-The-Road, industrial and specialty applications like mining, retreaded tyres and retreading material. These are produced across Apollo’s eight manufacturing locations in India, Netherlands and Southern Africa. A ninth facility is currently under construction in southern India, and is expected to commence production towards the end of 2009.
The major brands produced across these locations are: Apollo, Dunlop, Kaizen, Maloya, Regal and Vredestein. In the three domestic markets of India, Southern Africa and Europe, Apollo operates through a network of branded, exclusive or multi-product outlets. In South Africa the branded outlets are called Dunlop Zones, while in India they are variously named Apollo Tyre World (for commercial vehicles) and Apollo Radial World (for passenger cars). Exports out of these three key manufacturing locations reach over 70 destinations across the world, with key comprising Europe, Africa, the Middle East and South-East Asia. For Apollo Tyres, offering the right product to the right customer is essential.
Special efforts are made to understand customer needs and segment the market accordingly. After which, products are developed for niche applications within a larger category to enable the company to provide efficient, fuel and cost-saving products to each customer segment. Innovation has always been an integral part of the Apollo way of doing business, this applies as much to product development and marketing as to how the company as a whole is focused on challenging existing boundaries. An integral part of the Apollo Tyres world is its community involvement and giving programmes directly related to its business. In India, the focus has always been on finding ways to ensure a direct benefits to customer groups.
For the commercial vehicle community the company runs extensive HIV-AIDS awareness and prevention programmes and has established Health Care Clinics across the country to cater to the community’s health needs. For passenger car customers the focus is on cultivating Safe Driving habits. Across its manufacturing locations, the key initiatives revolve around health and education programmes. Apollo is one of the largest corporate investors in developing sporting talent through its Mission 2018, which is focused on nurturing and training youngsters in the sport of tennis to enable an Indian to win a Singles Grand Slan Championship by the year 2018. | | MARKETING STRATEGYStrategic thinking is key to the evolution of successful marketing strategies of APOLLO tyre.
This involves the following analyses:(a)Understanding markets: Strategic perspective of the market requires skilful analysis of the trend and how they affect the market size and demand for the firm’s product. (b)Finding market niches: Price, service, convenience and technology are some of the niches in Indian market. (c)Product and service planning: Analysis of the customer’s promotion of the brand, both of the firm and competitors, besides an analysis of the situation in which the customer uses the product. (i)Distribution: Structural changes in inventory management, mobile distribution are some of the key factors that are going to affect the distribution process in the Indian market. (ii)Managing for result: With pressure on costs, prices, and margins, marketers will have to make effective utilization of every rupee spent in marketing.
Market opportunity of Apollo tyres:-Identification of market opportunity is critical before the management of affirm takes a decision to launch or diversify in any product area. This involves analysis of the following: * Size of the market * Marketing strategies and the extent and quality of services rendered by other firm in the industry. * Market programmed required to satisfy market wants * Identification of key success factors in an industry and linking them to a firm’s strengths and weaknessMarket opportunity(a)Size of the market(b)How well the market is served(c)Prospective inches(d)Marketing mix required to succeed(e)Core competencies required i. | MARKETING MIX
A Marketing mix is the division of groups to make a particular product, by pricing, product, branding, place, and quality. Although some marketers[who? ] have added other P’s, such as personnel and packaging, the fundamentals of marketing typically identifies the four P’s of the marketing mix as referring to:- 1. Product 2. Price 3. Promotion 4. Place Product A tangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products are often service based like the tourism industry & the hotel industry. Typical examples of a mass produced tangible object are the tyre.
A less obvious but ubiquitous mass produced service is a computer operating system. Price The price is the amount a customer pays for the product. It is determined by a number of factors including market share, competition, material costs, product identity and the customer’s perceived value of the product. The business may increase or decrease the price of product if other stores have the same product. Place Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet. Promotion Promotion represents all of the communications that a marketer may use in the marketplace.
Promotion has four distinct elements – advertising, public relations, word of mouth and point of sale. A certain amount of crossover occurs when promotion uses the four principal elements together, which is common in film promotion. Advertising covers any communication that is paid for, from television and cinema commercials, radio and Internet adverts through print media and billboards. One of the most notable means of promotion today is the Promotional Product, as in useful items distributed to targeted audiences with no obligation attached. This category has grown each year for the past decade while most other forms have suffered. It is the only form of advertising that targets all five senses and has the recipient thanking the giver.
Public relations are where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an important role in word of mouth and Public Relations. Broadly defined, optimizing the marketing mix is the primary responsibility of marketing. By offering the product with the right combination of the four Ps marketers can improve their results and marketing effectiveness. Making small changes in the marketing mix is typically considered to be a tactical change. Making large changes in any of the four Ps can be considered strategic.
For example, a large change in the price, say from $19. 00 to $39. 00 would be considered a strategic change in the position of the product. However a change of $131 to $130. 99 would be considered a tactical change, potentially related to a promotional offer. The term “Marketing Mix” however, does not imply that the 4P elements represent options. They are not trade-offs but are fundamental marketing issues that always need to be addressed. They are the fundamental actions that marketing requires whether determined explicitly or by default. SCOPE The scope of the study has been limited to a few tyres manufacturing majors. It does not extend to all the segments available in the market.
Only Varanasi district has been covered in this study. Any development in the tyre market after July 2009 is beyond the scope of this study. Product Profile The Apollo Tyres ltd. Is leading company for all tyres-manufacturing company in India and The Apollo Tyres Company manufacturing the tyres for the entire segment (TRUCK, LCV, PCR, FARMS, OTR). | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | H/V speed rated| | | Excellent handling at high speeds| | | Optimum wet and dry performance | | | Low external and in-cabin noise levels | | for a comfortable ride| | | | | | | | | | | V/W speed rated with superb wet and dry performance | | and exceptional driving pleasure | | | Innovative asymmetric tread pattern| | for maximum performance| | | Special silica tread compound for better fuel economy | | and wet performance| | | Rim protector| | | | | | | | | | | | W/Y speed rated with a quick steering response| | for a sporty performance| | | Unidirectional V-shaped tread design resists aquaplaning| | | Excellent handling at high speeds| | | Special silica tread compound for better fuel | | economy and wet performance | | | | | | | | | | | | S/T speed rated | | | Reinforced tyre construction for long life| | | Visual alignment indicator for detecting | any misalignment wear in the tyre| | | Especially designed for low noise | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | MC 20 SH 41 SC32-SUV SE 66 SH 19 SG 47 GLOBAL PRESENCE Global partnerships, global reputations Apollo opened its first tyres plant in Perambra, 1977. Since then, we have grown to become one of the world’s biggest and most respected tyre brands. our operations are now worldwide. For location details, please visit our global locations section. Working for you
Many of the world’s leading vehicle manufacturers – including Audi, BMW, Indica, Sumo, Toyota, Qualis – trust Apollo and fit our tyres as standard. Our tyre designers work closely with manufacturers. We also involve our India, South Africa and Zimbabwe sister companies to provide the latest research and development, testing and manufacturing facilities. For more information on original equipment fitment manufacturers. Wherever you are of distribution centres, we also supply many retailers, including our retail chain, Hi-Q Tyres. Use this section to find all the facts and information on Apollo’s heritage, policies, global presence and commitment to the future. Locations in India | | | | | | | | | | Limda, Baroda, Gujarat| In operation since 1991 Products manufactured| Passenger car radial| | Truck and bus radial ;amp; cross-ply| | Light truck radial ;amp; cross-ply| | Farm radial ;amp; cross-ply| | | | | | | Perambra, Cochin, Kerala| In operation since 1977 Products manufactured | | Truck and bus cross-ply| | Light truck cross-ply| | Farm radial ;amp; cross-ply| | | | | | | | Organizational structure of Apollo Tyre GOALS OF APOLLO AND THE ENVIRONMENT At Apollo, we are committed to protecting and respecting the environment. Leading vehicle manufacturers use our tyres as original equipment because they trust and respect our quality, development techniques and innovation. However, this alone is not enough.
We must also meet the demands of the environment by adopting sustainable practices and using our resources more efficiently. We practice the latest manufacturing and management techniques and work only to the highest standards as outlined in international standards. In practice Here are some of our activities: * Introduction of an Environmental Management System (EMS) as part of our integrated quality, environment, health and safety management system . * Promotion of EMS to our customers, suppliers and contractors . * Environmental performance targets to meet our legal, operational and business requirements. * Regular audits and reviews on our environmental performance Environmental awareness training for all directors and senior management . * Appointment of environmental co-ordinators to ensure our EMS is implemented and maintained in line with ISO 14001 * Continual re-alignment of our environmental policy and business objectives TYRES SAFETY (TYRES MAINTENANCE – YOUR MOST IMPORTANT SAFETY ITEM) Your tyres are the only contact between you and the road and, like your vehicle, they too require regular maintenance. HERE ARE A FEW TIPS Check your tyre pressures regularly, once a fortnight is recommended and ideally when your tyres are cold. Inspect tread and sidewalls for cuts and abrasions, bulges, unusual wear and road damage.
If the tyres receives a severe impact, ask your tyres retailer to check for internal damage. Do not repair cuts in sidewalls of radial play tyres. Avoid using ‘sealants’ or other liquid preparations to prevent deflation. These may cause the valve to stick open slightly, causing pressure loss and indirectly causing corrosion of steel belts. Driving on under inflated tyres is almost certain to cause serious damage, always inflate tyres to the suggested pressure. Take action immediately to rectify any unusual sounds or vibrations. Tyre balance and vehicle wheel alignment should be checked regularly, (ie every 10,000km), especially if your tyres are subjected to rough roads or aggressive driving.
Tyre wear on front wheel drive vehicles is a little higher and therefore, attention to tyre pressures as well as rotation should be made on a regular basis. Tyre Pressure Maintaining the correct pressure is the easiest, yet most important thing you can do to get the best performance, economy and safety from your tyres. Information relating to the correct pressure should be available from your vehicle’s tyre placard however, considering these points may help: HERE ARE A FEW TIPS Different driving conditions require different pressures. For example, a higher pressure is usually recommended for high speed driving or when carrying or towing a heavier than normal load.
Seek advice on what is the best for you and your car. Tyres pressure should be checked when tyres are cold, as pressures will increase when tyres warm up. Under inflation of tyres can cause them to experience uneven or rapid tread wear, as well as lead to an increase in fuel consumption. In addition, under inflation reduces your vehicles braking and handling capabilities, and can ultimately lead to serious tyre failure. Where possible, carry your own tyre pressure gauge. Sealing valve caps must ALWAYS be used, the best being the metal type. If you require any assistance with the pressure of your tyres, see your local tyre retailer. TYRE ROTATION
Regular rotation of tyres is a proven method for promoting even wear and therefore extending tread life. If uneven wear has occurred, this may be due to worn suspension components, vehicle misalignment or incorrect tyre balance. These concerns cannot be corrected by simply rotating the tyres. Your local tyre retailer should correct these problems. Front to back same side rotation is acceptable when tyres are wearing unevenly. If the spare is included in the rotation it should be exchanged with the tyre allocated to the right hand rear position. Basic Function of Tyres 1. To roll 2. To carry a load 3. To steer the vehicle 4. To transmit braking force and power output 5.
To absorb(noise and mechanical vibration) 6. To last 7. To handle speed 8. Low noise 9. Low rolling resistance 10. To look goods THE GOLDEN RULES FOR TYRE SELECTION 1. This rule applies to all categories of tyres, with the exception of passenger. 2. Fit the largest Tyre size possible, as recommended by the vehicle. 3. Use the lowest ply rating-this does not apply in the case of steel cord Radial Truck tyres. 4. Recommend the correct Tyre Pressure for the Tyre size Ply rating, Load and operating condition. 5. This pressure should ideally be as low as possible, without under inflating the tyres. OBJECTIVE * To understand the consumer behavior and perception about Apollo Tyres To assess the relative competitive position of Apollo tyres in the minds of the consumer and dealers. * To determine the market share of Apollo tyres in Varanasi. * To determine the mind share and heart share. * To compare the performance of major market player with respect to their 4 P’s. * To determine the positioning strategy. Research Methodology Every project work requires research, successful completion of any project and getting the genuine results from that depends upon the research method used by the researcher. The whole research process used by us is as follows:- 1. Problem Formulation 2. Research design 3Sample design 4. Source of data (a)Primary source of data (b)Secondary source of data c)Collection of data (d)Analysis of data (e)Interpretation of data (f)Project report and writing Research Research can be defined as a careful investigation or inquiry especially through search for new facts in any branch of knowledge. Redman and Mory defines research as a systematized effort to gain new knowledge. Marketing research Marketing research is the systematic gathering, recording and analysis of data about marketing problems to facilitate decision-making. Marketing research is the systematic design, collection, analysis and reporting of data and finding relevant to a specific marketing situation facing the company. Type of Market Research
Marketing research is now placed under the control of some staff executive to provide adequate information to the line of management. In these days of specialization, various types of marketing research are adopted. There are five major types of marketing research with several sub types. 1. Marketing performance research 2. Product research 3. Promotion research 4. Distribution research 5. Pricing research Methods of data collection The key for useful systems is the selection of the method for collecting data and linking it to analysis and decision issue of the action to be taken. The accuracy of the collected data is of great importance for drawing correct and valid conclusions from the detailed investigations. There are two types of data primary and secondary. 1.
Primary data: – The primary data are those which are collected a fresh and for the first time and thus happen to be original in character. There are several methods of collecting primary data, particularly in survey and descriptive researches. Some important methods of collecting primary data are: a. Observation Method b. Interview Method c. Questionnaire d. Schedules 2. Secondary data: – Secondary data are used means that are already available i. e. they refer to the data which have already been collected and analyzed by someone else and which have already been passed through the statistical process. Secondary data may either be published data or unpublished data. COLLECTION OF DATA THROUGH OBSERVATION We also use this method for the purpose of data collection.
In this method we have taken the sample of 100 vehicle models like INDICA, SENTRO, WAGONR, TATA SUMO, TOYOTA, ZEN,SCORPIO, BMW, OCTAVIA, JAZZ, and QUALIS etc (four Wheelers). Through my personal observation I have observed the tyres used in the above models and presented them graphically. This observation was done in the various areas of Varanasi like Nadeshar, Cant. Station, Taj Hotal, Patal Nagar, Chauka Ghat, Andhra Pull, Raja Talab, Lahartara, Rohaniya, Vishal Travel, and PCF Plaza, etc. PROJECT CONSUMER BEHAVIOR & MARKET SHARE OF APOLLO TYRES Objective: – Analysis of Fitment of APOLLO TYRES by the personal contact, Interview, questionnaire & fitment survey. Place: – VARANASI Sample Size: – a) 100 Customer data collection (b) 3 campaign (c) Fitment survey of 100 vehicles Methodology: – The data collected by two methods. I. Primary data collection. II. Secondary data collection. In primary data collection, we have data collect from the personal contact, interview, schedules and questionnaire. In secondary data, The data are also available and we have observed through net and company. UTILITY: – From the collection of data we analyses the consumer behavior & market share of various brand of Apollo Tyres & take valuable information of tyre industry. Results: – The result is divided into the following categories:- A:-FITMENT SURVEY Analysis of Front Tyres. * Analysis of Rear Tyres * Over all Analysis (Front + Rear) Analysis COMPANY| NO. OF TYRES| % SHARE| BRIDGE STONE| 34| 17 %| JK| 38| 19 %| CEAT| 16| 8 %| APOLLO| 48| 24 %| MRF| 56| 28 %| OTHERS| 2| 1 %| ANALYSIS OF FRONT TYRES (Four Wheelers) (200 Tyres) GRAPHICAL REPRESENTATION OF MARKET SHARE IN PASSENGER CAR RADIAL (Four Wheeler Front Tyres) VARANASI. 0 10 20 30 40 50 60 BRIDGE STONE JK CEAT APOLLO MRF GOOD YEAR OTHERS NO. OF TYRES % SHARE ANALYSIS OF REAR TYRES PASSENGER CAR (Four Wheelers) (200 Tyres) COMPANY| NO. OF TYRES| % SHARE| BRIDGE STONE| 43| 21. 5 %| JK| 40| 20 %| CEAT| 12| 6 %| APOLLO| 55| 27. 5%|
MRF| 38| 19 %| GOOD YEAR| 8| 4%| OTHERS| 4| 2 %| GRAPHICAL REPRESENTATION OF MARKET SHARE IN PASSENGER CAR RADIAL (Four Wheeler Rear Tyres) VARANASI 0 10 20 30 40 50 60 BRIDGE STONE JK CEAT APOLLO MRF GOOD YEAR OTHERS NO. OF TYRES % SHARE OVER ALL ANALYSIS (FRONT+REAR) Passenger Car Radial (Four Wheeler) (400 TYRES) COMPANY| NO. OF TYRES| % SHARE| BRIDGE STONE| 77| 19. 25 %| JK| 78| 19. 5%| CEAT| 28| 7%| APOLLO| 103| 25. 75 %| MRF| 94| 23. 5 %| GOOD YEAR| 14| 3. 5 %| OTHERS| 6| 1. 5 %| GRAPHICAL REPRESENTATION OF MARKET SHARE IN (Four Wheeler Rear Tyres) VARANASI 0 20 40 60 80 100 120 BRIDGE STONE JK CEAT APOLLO MRF GOOD YEAR OTHERS NO. OF TYRES % SHARE
B: – CUSTOMER MEETING Meeting with Four wheeler owners:- A-Nadeshar B-Patel Nagar C-Taj Hotal D-Vishal Travels E-Chauka Ghat F-Cant-Station G-Andhra pull H-Raja Talab C:-CAMPAIGN Nadeshar Taj Hotal Chauka Ghat ANALYSIS OF CUSTOMER MEETING AND CAMPAIGN When we asked about the general rating that customers might give to Apollo Tyres has whole the feed back that they gave was as follows approx 23% customer said that Apollo Tyres is excellent and 56% customer said that Apollo Tyres is very good, 21% customer said that Apollo Tyres is average and know body is said that Apollo Tyres is below average. The graph below shows the following information.
When asked about where do most of the customers go for purchasing Apollo Tyres the feed back that were received from customers are as follows around 75% customer said that they purchase Apollo Tyres from the exclusive dealer of Apollo Tyres, 20% customer said that they purchase from MBDs (Multi brand dealer ) so that they could make a comparison of cost between Apollo and other brands available and rest 5% customer said that they purchase Apollo Tyres from other tyres traders the graph below gives better information. When asked about how easily customer get Apollo Tyres the response was follows approx 82% customer said that they get Apollo Tyres very easily whenever they require them from the nearest dealer and 18% customers said that there is always a scarcity of the most popular brands of Apollo Tyres Ltd. Such as Aspire, Acelere Sportz, Acelere, Hawkz and Amazer XL . The Graph below shows the exact position. % AGE OF SATISFIED AND DISSATISFIED USER OF APOLLO TYRES
The 83% customers are fully satisfied with the Apollo Tyres and just 17% customers are not satisfied with the Apollo Tyres . We met the different customers. Customer said that the quality of Apollo Tyre is very good. Tyre is very costly but the performance of Apollo Tyre is better than other tyres. They said that the claim policy of Apollo Tyre is very good. Several customers are very friendly and the Co-operate in our work but few customers behaved very rudely. Customers are happy with the campaign and they said that they gain a lot of knowledge from the campaign and they said that campaign should be organized continuously in different area.
These things give us a good experience and obtain good knowledge about customers attitude. SWOT ANALYSIS STRENGTHS – * Heavy range of products. * Brand awareness * Best promotion by display * Advertisement WEAKNESSES – * SVS depended on APOLLO * Shortage * No proper replacement of damage * Low margin for shopkeeper * No proper inspection of salesman OPPORTUNITIES – * addition of outlet * Improve the market of APOLLO TYRES by giving some more advantages THREATS – * More satisfaction from local wholesale market, they can deduct the number of outlets. * Dissatisfaction due to improper handling * Without proper inspection, salesman may be careless. RECOMMENDATION
In our market analysis I found many block hole in marketing strategy and Apollo product Existing product want some improvement according change of technology , competition and spread of market. In our experience which I get within 45 days . I would like to suggest following points. 1. Made heavy duty tyre according demand of customer. 2. Expand its advertisement , emphasis on personal advertisement. 3. Open more outlet in order to insure availability of product (tyre) in VARANASI market. 4. Make claim policy easy and give claim on demand. 5. To give more discount and gift in order to competite its competitor 6. Provide facilities to payment in installment. 7.
To provide cheaper tyers with advanced quality . 8. To make better study of its competitors strategy for monopoly in market. CONCLUSION 1. The market share of Apollo Tyres In Varanasi more then 25. 75 % in Four wheeler Segment(Passenger Car Radial). 2. Approximately 87% customers are satisfied with the Apollo Tyres . 3. Rate of Apollo Tyres are not high against with the other Company tyres. 4. After sale service (Claim) of Apollo Tyres is very good. 5. Approx 82% customer said that they Apollo Tyres very easily whenever they require them from the nearest dealer. 6. Around 75% customer said that they purchase Apollo Tyres from the Exclusive dealer of Apollo Tyres Ltd. LIMITATIONS 1.
Survey represent only Apollo market position:- Because this survey is conducted in Varanasi . So we can not imagine through it nation level market position of Apollo tyre. 2. Non respondent:- In this survey many respondent are included which give no idea according our survey objective . 3. Sample size is limited:- In this survey I take only 400 unit as sample size. The conclusion is find out through this sample size. So it not represent all market. 4. Time is limited:- This survey is done within 6 to 7 week, so it may be possible that some aspect may be left. 5. Falls information:- In this survey we can not say that every information correct because many respondent gives falls information it may ore positive or negative. 6. Financial problem:- Money play very important role in any work in this survey there is also effect of finance because I have limited finance. BIBLIOGRAPHY MARKETING MANAGEMENT:- By Philip Kotler RESEARCH METHODOLOGY:- By C. R. Kothari WEBSITES:- www. apollotyres. com www. google. com www. weekypedia. com QUESTIONNAIRE Name-……………………… KM done by vehicle-…………………. Address-…………………… Condition of Tyres-…………………… ……………………………… ……………………………… Mobile no. -…………………. 1:- Have you heard of Apollo Tyres in PCR ? (a) Yes (b) No :- Are you satisfied with the radial car of Apollo Tyres ? (a) Yes (b) No (c) Don’t know. 3:- Which brand of Apollo tyres do you use ? (a) Amazor XL (b) Acelers (c) Hawkz (d) Aspire (e) None of the above. 4:- Which tyre do you prefer in your used TL or TT. 5:- Which company TL tyre do you used ? (a) MFR (b) Apollo (c) Michelin (d) CEAT (e) JK (f) other. 6:- Which company TT tyre do you use ? (a) Apollo (b) MRF (c) Michelin (d) Bridge stone (e) JK (f) CEAT 7:- which company tyre do give maximum mileage ? (a) Apollo (b) MRF (c ) Michelin (d) Bridge stone (e) CEAT (f) JK :- Which company produce better after sales service? (a) Apollo (b) MRF (c) Michelin (d) Bridge stone (e) CEAT (f) JK 9:- What type of warranty should company give ? (a) Conditional (b) Unconditional 10:- Which company give fastest claim ? (a)Apollo (b) MRF (c) Michelin (d)Bridge stone (f) None of the above 11:- What is time period you change the tyres? (a) > 1 year (b) > 2 year (c ) > 3year (d) >4 year (e) none of the above 12:- Which company tyre is maximum accepted by the customer? (a) Apollo (b) MRF (c ) Michelin (d) Bridge stone (e) JK 13:- What is the life expectancy of Apollo tyre? a) > 1 year (b) > 2 year (c ) > 3year (d) >4 year (e) none of the above 14:- Which brand of Apollo in PCR gives maximum services? (a) Hawxz (b) Acelere (c) Amazor xl (d) Aspire (e) don’t know 15:- Which brand of other company do you like most on the grand of design and service? (a) MRF (b) JK (c ) CEAT (d) Bridge stone (e) Yokohoms (f) Michelien 16:- How to promote the Apollo tyre in the market? (a) Print media (b)Electronic media (c )Service CAMP (d) Consumer meet (e) Other 17:- If you are not satisfied please give some suggestions ? …………………………………………………………………… …………………………………………………………………… Signature-……………… Date- ……………….