Z

STUDY OF POSITIONING AND PROMOTION OF TYRES WITH SPECIAL REFERENCE TO

APOLLO TYRES LTD.

Submitted to:-

INDIAN INSTITUTE OF BUSNESS MANAGEMENT

PATNA

Impartial fulfillment of the degree of

POST GRADUTE DIPLOMA IN BUSNESS MANAGEMENT (PGDM)

Under the guidance of ByMr. SHALENDAR KUMAR SINGH KALIM AHMAD AZMIDept. of Mgt PGDMIIBM PATNA ROLL-70

Z

DECLARATION

I hereby declare that this survey report entitled “Study of positioning and

Promotion of Tyres with special reference to Apollo Tyres Ltd.” has been

prepared by me for partial fulfillment of POST GRADUTE DIPLOMA IN

BUSINESS MANAGEMENT (PGDM) program under the guidance of “Mr.

Rohit Singh” Regional Manager APOLLO TYRES LTD

I hereby declare that this survey report has not been submitted to any other

organization or institute

Kalim Ahmad Azmi

Z

PREFACE

A professional course like Post Graduate Diploma In Business Management

demands in depth theoretical knowledge and practical exposure for its

application.

The course aims to groom the students professionally and offer them a

chance to work in the real environment of the corporate world, to have an

opportunity to gain experience on practical aspects and supplement their

theoretical knowledge.

A sincere effort has been made to bring about the beached fact and it is

hoped that this reports meet the given expectations and various requirements.

The PGDM participants make a humble presentation of this report to all those

persons who may have professional and academic interest in this topic.

Z

ACKNOWLEDGEMENT

I would like this opportunity to give our heartfelt thanks to the individuals

without whom this endeavor of ours would not have been possible. I

appreciate their help in each and every step of our long and arduous yet

fruitful and learning experience. First and foremost, I would like to express our

gratitude to our guide and facilitator of the Project,

I extend my thanks to Mr. Rohit Singh (Regional Manager) for giving

me an opportunity to do this project in this company. I am indeed indebted to

Mr. Dinesh Singh (State Manager) and Mr. Santanu Dutta (district Manager)

for his valuable and generous guidance in the preparation of this project.

I also thankful to Mr. Amit Chatterji, Mr. MD. Arif Ali (Territory

Incharge), & Mr. Ranu Prakash (Business Consultant TBR) for helping me

and guided me for the Project.

I also acknowledge my deep sense of gratitude to staff of APOLLO

TYRES LTD. Patna who made violable their valuable time and their constant

encouragement to me.

Special thanks to all the respondents who helped us in the collection of

data required for the study. I would like to thanks all the dealers of APOLLO

TYRES and who has helped in my research.

I would thank to all the respondent and customer of APOLLO TYRES.

for giving me their precious time and relevant information.

ZLast but not the least I acknowledge the blessing and support provide by

friends, family and almighty GOD.

CERTIFICATE

This is to certify that the project entitled “Study of Positioning and

Promotion of Tyre With Special Reference To Apollo Tyres Ltd.” is done

by Kalim Ahmad Azmi , student of IIBM PATNA Under my guidance and

supervision for partial fulfillment of the requirement for the award of degree

PGDM of INDIAN INSTIUTE OF BUSINESS MANEGEMENT from 23th May

2011 to 04th July 2011

The assistance and help receive during the evaluation of the project has been

fully acknowledged.

(Rohit Singh)Regional Manager

Z

CERTIFICATE OF GUIDE

This is to certify that the project report entitled “STUDY OF POSITIONING &

PROMOTION OF TYRES WITH SPECIAL REFERENCE OF APOLLO

TYRES LTD.” submitted by KALIM AHMAD AZMI is a bonafide piece of

work conducted under my supervision & guidance. It may be considered for

evaluation in partial fulfillment of requirement for the award of Degree of

PGDM this survey report has not been submitted to any other organization or

institute

Date: Signature

Mr. SHAILENDAR KUMAR SINGH DEPT.OF MGT.

Z IIBM PATNA

INDEX

PARTICULARS PAGE NO

INTRODUCTION 11COMPANY PROFILE 12RESEARCH METHODOLOGY 13PROMOTION 14DATA INTERPRETATION & ANALYSIS 15LIMITATION 16CONCLUTION 17SUGGESTION 18QUESTIONNAIRE 19REFERENCE 20

Z

INTRODUCTION

Z

INTRODUCTION

Transportation forms an integral part of the infrastructure in any economy.

Adequate transport infrastructure spurs economic activities. In 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 and

towns across the country, but road transport is equally important as it links up almost all the

nooks and corners of the land. This also connects major ports and city to remotest

areas .the tyre industry fulfills the needs of the road transport sector and plays a very

important role in the automobile industry.

WHAT IS TYRE ?

Z

A COMPOSITE PRODUCT :

A tyre is a composite, in other words an inseparable assembly of materials with very different properties, whose manufacture demands great precision.

IT IS MADE UP OF THE FOLLOWING SEMI-FINISHED PRODUCTS :

  THE INNER LINER. A LAYER OF AIRTIGHT SYNTHETIC RUBBER.This is found inside the tyre and functions as the modern equivalent of the inner tube.

  THE CASING PLY.This casing is composed of fine textile fiber cords, laid down in straight lines and sandwiched in rubber. These cords are a key element in the structure of a tyre and enable it to resist pressure. In each ply of a car tyre, there are about 1400 cords, each of which can resist a force of 15 kg.

  THE LOWER BEAD AREA.Its role is to transmit engine and braking torque from the rim of the tyre through to the contact patch.

  THE BEAD WIRES.

ZHelp to hold the tyre onto the rim. They can bear a load of up to 1800 kg without the risk of breakage.

  SUPPLE RUBBER SIDEWALLS.

Help to protect the tyre from shocks that could damage the casing, e.g. minor shocks against pavements, potholes etc. There is hard, protection rubber where the tyre joins the rim.

  BRACING PLIES.Reinforced with very fine, very resistant steel cords in a rubber sandwich. These 2, (occasionally more), plies are stuck together and cross the tread area at angles of around 60º to each other. Their steel cords cross the casing cords to form braced triangles. This is known as triangulation, and it makes the crown rigid.The plies encircle the entire crown of the tyre, and perform a very complex role:they must be sufficiently rigid around the Tyres circumference that they aren't stretched by centrifugal force, thus controlling the diameter of the tyre in all conditions.they must also be rigid transversally, to resist the stresses and strains of cornering. At the same time, they must be supple enough in a vertical sense, to "absorb" deformations caused by surface variations and other obstacles.To obtain these plies, steel has to be stuck to rubber. It is very difficult to do, but Michelin has mastered the art of perfect cohesion between these dissimilar materials, which is absolutely essential.

  THE TREAD.

Is laid over the bracing plies. It is the patterned part of the tyre that will be in contact with the road. The tread in the contact patch must be able to resist very significant stresses. The tread rubber compound must grip on all types of surfaces, resist wear and abrasion, and heat up as little as possible.

All that then remains is to mould in the tread pattern and vulcanize all these semi-finished products together to form what we know as a whole tyre.

Z

PRODUCT PROFILE:-

Tyre is a circular cushion of rubber that fits around the rim of a wheel of a vehicle.

It cushions the vehicle from the shocks caused by the movement over hard surfaces. The

most common tyre is pneumatic rubber tyre.

Tyres are basically of two types:-

(a) Bias tyres or Cross Ply

(b) Radial tyres

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

ZIn radials tyres, polyesters, nylon, fiberglass or steel cords are arranged

perpendicular to the circumference.

Radial technology is an improvement over cross ply and radial tyres are priced at

25-30% premium. They are having long lasting and having lower incidence of flats.

TYRE PATTERNS

1. RIB PATTERNS: - Used mainly on front driven axle because of steering responses.

2. LUG PATTERNS: - Used mostly on rear driven axle for heavy haulage and long

distance operations.

3. SEMI-LUG PATTERNS: - Can be used on both rear as well as front axle.

4. M & S: - Known as mud & snow pattern and mostly used on rough roads.

GROWTH AND EXPANSION OF INDIAN TYRE INDUSTRIES :-

Indian Tyre Industry to Register a Growth of 9-10% in the Next 5 Years

The Indian Tyre Industry produced 736 lakh units of Tyres (11 lakh tonnes) garnering Rs.

19000 crores in FY07. MRF Ltd. was the market leader (22% market share) followed

closely by Apollo Tyres Ltd. (21%). The other major players were JK Tyre & Industries

(18%) and Ceat Ltd.(13%).

The Indian tyre industry is characterized by its raw material intensity (raw material costs

Zaccount for approximately 70% of operating income), capital intensity, cyclicality, fierce

competition among the top players, low bargaining power and resulting low margins. The

top players are now focusing on branding their products and strengthening their distribution

network so as to increase their market share.

The industry derives its demand from the automobile Industry. While OEM market off take

is dependent on the new vehicle sales, replacement market demand depends on the total

population of vehicles on road, road conditions, vehicle scrapping rules, overloading norms

for trucks, average life of Tyres and prevalence of tyre retreading.

The main category of tyres produced in the country is that of Truck & Bus tyres. These

tyres accounted for 57% of the total tyre tonnage production in FY07 followed by LCV tyres

which accounted for 9% of the total tyre tonnage production. Approximately 53% of the total

tyre tonnage off take was by the replacement market, 31% by OEM and 15% by the export

market in FY07.

COMPANY PROFILE

Z

Alone we can do so little; together we can do so muchOur corporate identity enhancing shareholder value

VISION

A leader in the Indian tyre industry and a Significant global player, providing customer delight and enhancing shareholder value

MISSION

A journey called “Passion in Motion” to be a US$ 2 billion company by the year 2010on the three pillars of People, Quality and Technology using the rigour of the Six Sigma process.

Z

CORE VALUES C Care for CustomersR Respect for Associates E Excellence through TeamworkA Always LearningT Trust MutuallyE Ethical Values

The create logo represents the Apollo One family. It takes each one of us to complete a circle, it is only when each individual Apolloite successfully completes what he or she is responsible for – is success possible.

Corporate Objectives

Employee Satisfaction

Customer Delight

Revenue Growth

Operating Margin Improvements

BRANDS OF APOLLO TYRES :-

Z

SALES AND MARKETING :-

120 Sales, Services and Sock Points.

Z 5 Zonal offices.

19 State offices.

4000+ Business Partners.

2100+ Apollo Tyres Worlds.

190+ Apollo Radial Worlds.

160+ Tubeless Service Points.

60+ Apollo Pragati Kendra.

7 Redistribution centres.

INTERNATIONAL

Presence across 6 Continents.

Export to 60+ Countries across the World.

A RESPONSIBLE CORPORATE CITIZEN :-

Running 7 AIDS Prevention Health Care Clinics

Partnering with ILO and IFC Washington

Eye Check-up Camps for truck drivers

“Tyre Pressure Check Days” for commercial vehicles

“Safe Drive” tyrecheck camps for passenger vehicles

Collaboration with the “War Wounded Foundation”

50 former handicapped soldiers our dealers

“Monsoon Disaster Management” campaign for Mumbai

Z Emergency Medical Service in Baroda

Adoption of villages around the Limda plant

EXPANSION PLAN OF APOLLO TYRES:

Rs.2000 crore for investment in the next three years to increase its production

capacity both in India and abroad.

ATL also launched Greenfield facility in Hungary.

Invest Rs. 200 million Euro for upcoming plant in Hungary.

Hungary plant would be company service hub for its passenger car radial tyre

buyers in Europe, North America as well as other countries.

Augmenting the Passenger Car Tyre production capacity at the Vadodra unit from

the existing 10,000 Tyres to 15,000 Tyres a day by mid 2009.

TBR Tyre manufacturing capacity would be raised four fold from the present 300

Tyres to about 1100 Tyres a day.

Vadodra plant would also manufacture off the road Tyres with a triplicate pact with

construction equipment maker BEML & Coal India.

Setting up a production unit in Chennai with a capacity of 20000 Tyres by mid 2009.

Z Providing after sales support to its Bus and Truck Tyres.

Due to Radialisation in Commercial Vehicle Tyres, Company is setting up a chain of

wheel balancing allingment centre called “TRUST” , and opening its first such centre

in Salem in Tamilnadu and would later extended the chain to other cities.

RESEARCH METHODOLOGY

Z

RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. It is also

known as a science of studying how research is done systematically.

Research is, thus an original contribution to the existing stock of knowledge making for its

advancement. The purpose of research is to discover answer to the question through the

application of scientific procedures. Our project has specified framework for collecting data

in an effective manner. Such framework is called “RESEARCH METHODOLOGY”

Sample size:-his refers to the number of items to be selected from the universe to

constitute a sample. The size of sample should neither be excessively large, nor too small,

it should be optimum. The sample size for my study is 500.

ZSampling procedure: It is a way through which sampling is done. There are various

procedures like random, systematic etc. The sampling procedure for my study is

convenience sampling.

Research design: A research is simply a framework of plan for a study that guides the

collection and analysis of data. Broadly, there are two types of research design:-

(i) Exploratory Research Design, and

(ii) Conclusive Research Design

An exploratory research design is used to find out various possible alternative solutions to

the given problems.

While conclusive research design provides information that helps in making rational

decisions from available alternatives.

For the study purpose, a proper mix of these two research designs are used since it

demands various types of information.

DATA COLLECTION:

Data Collection: Information can be collected from both primary and secondary data .the

main emphasis was on secondary data in this research. The primary data has been used to

make thing clearer.

I. Primary data: Primary data are those, which are collected a fresh and for the

first time, and thus happens to be original in chapter have which includes both

open ended and closed ended questions and also personal interviewing.

ZII. Secondary data: secondary data are collected for this research from ATL News

letter, annual publications, newspapers, Magazines, book, web sites etc.

SAMPLE

A sample of owners and drivers in the city and the surrounding areas were selected on the

basis of convenience and judgment in almost all the important areas of Patna. The sample

size on an average in each of the place is about 60-70. The selected samples were

representatives of various types of owners – owning single vehicle, multi-vehicle users of

farm, Bus, Truck, Car, Jeep & LCV segment.

PROMOTION

Z

FOR PROMOTION OF TYRES WE ARE ORGANIZING FOLLOWING PLAN EVERY MONTH :

Direct Interaction with Customer

SMS Alert

Campaign

Exciting Offers

Questionnaire form

360* solution

After sales service

Z

DIRECT INTERACTION WITH CUSTOMER :

Every day Before meet with Customer & Dealers sales team use Rapid Force for

sales call

Precall :

R :- Recap/Review of last Call

A :- Appointment

P :- Prepare & Plan for the Call

Z

During The Call :

I :- Inspect & Intelligence

D :- Develop

F :- Fresh

O :- Order

R :- Recapitulate

C :- Courtesy

Post Call :

E :- End Call

SMS ALERT :-

Through SMS we are sending message for our latest Updates and Scheme to

dealer and also we are giving updates of Tyre claims that end user Tyre is Accepted or

Rejected or in how much money end user will get new Tyres

CAMPAIGN :

Z Every month Team Apollo organize Campaign for each tyre category like

TBR (Truck Bus Radial)

TBB (Truck Bus Bias)

PCR (Passenger Commercial Radial)

LCV (Light Commercial Vehicle)

Farm

Each Campaign will be done on different Location

CAMPAIGN PLANNER

1st stage

Campaign date decided

Venue decided

Identify correct Customer

2nd stage

Inviting customer through visiting cards

Make a call of each Customer

3rd stage

Give benefits about their tyres and also through Power Point Presentation &

oral discussion they sort out the problem of customer and also makes people

to convince for their product.

4th stage

With this they take data of each and every customer who attend the

campaign, we take data like:

Name:

Address:

Contact No:

ZNo of vehicle:

Types of Vehicle:

Tyres brand used:

Dealer Name:

5th stage

Lastly they organize lucky draw and also quiz competition. Related With their

presentation where winner gets prize.

EXISTING OFFER:

For the promotional activity the organization offers marketing scheme. For example

1) Apollo Seven Wonders Of the World

In PCR the organization has given reward of foreign trips in a dealer in see the 7 under of

the world Such schemes are very motivational. This include the dealers growth with apollo

as well as enjoy life & vacation since every year one wonder to be qualified so in a way

this particular scheme also works to retain the dealer for a long term association

2) Surprise scheme

Since the market is very competitive & price mechanism is always under threat witch

makes the dealer pass on all the incentive to the customers witch resulted in almost no

profit for the dealers.

The organization has come out with this unique scheme of giving a surprise

incentive to those who gives particular growth in their off take.

3) Speedo Sunglass Offer:

ZOn purchase of 4 Tyres of Accelere, Hawkz, Aspire 215/75 R 15 Tyres you

will get a Speedo Sunglass.

4) Value Edge Club:

the organization has also created value edge club as per their business

where as per their business they created club and among it is a very prestigious matter

higher the club they are higher the status & respect in the market.

This also to motivates dealers.

360 DEGREE SOLUTION :

The organization has diversified to expected in a way so that a 360*

degree can be given to customer the basic purpose of this is if a customer get

all facilities at one place then he does not move out and also the customer is

retain for a long time

Apollo offers 360 degree solution to its Customer by providing

1) Exchange Offer

2) Own Today Pay Later

3) Dura Tread

4) Dura Tyre

1) EXCHANGE OFFER :-

Apollo Tyres Exchange Offer is a hassle free way for customers to exchange

their Old Commercial Vehicle Tyre Casing with new Tyres at their doorstep.

The exciting offer will be regulated and processed through an issuance

of an exchange voucher against a casing which can be subsequently

redeemed on any new tyre purchase with heavy commercial vehicle category.

ZThe exchange voucher is available in five denomination to cover the three

grades of casing available in the size

of 10.00-20 and 9.00-20 used tyres.

2) OWN TODAY PAY LATER

Another initiative Own Today Pay Later sees it that customer don’t have to

think twice to be able to own a set of new tyres. With this new option

customers can pay the cost of tyre in six monthly installment while effectively

reducing the total cost of purchase. Brand covered in this scheme are 10.00-

20 Regal Transport RS/RD/MD, Entire Gold Series, XT-9, XT-7, XT-7 Haulug,

Amar and Amar Deluxe. This system also allows the sales force to target a

new set of untapped customer.

3) DURA TREAD

Another initiative Dura Tread came into market with those Customer who

want to use retreaded Tyres, so due to this company is focusing on Dura

Treads which is a retreaded material used for old tyre retread.

4) DURA TYRE

It is another milestone announces by Apollo Tyres to launch Dura Tyre.

Which is generally for those customer who are price sensitive? It is also used

to trap untapped customer. And also through this company will promote tyres.

ZIt is used in lower income profile customer as well as in good & bad road

condition.

AFTER SALES SERVICE:

It has always been seen & proven that after sale service is very effective to

satisfy the customer witch again result in long term satisfaction

Z

DATA INTERPRETATION&

ANALYSIS

CONSUMPTION SURVEY FOR TRUCK IN MAY-JUNE 2011

ZBRAND NAME

FRONT FITMENT SURVEY

REAR FITMENT SURVEY

TOTAL FITMENT SURVEY

APOLLO 40% 48% 44%BIRLA 8% 10% 9%CEAT 16% 12% 14%GOODYEAR 1% 1.00% 1%JK & VIKRANT 19% 19% 19%MRF 13% 9% 10%OTHERS 3% 2% 2.5%TOTAL 100% 100% 100%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

% O

F F

ITM

EN

T

AP

OL

LO

BIR

LA

CE

AT

GO

OD

YE

AR

JK

& V

IKR

AN

T

MR

F

OT

HE

RS

BRAND NAME

FITMENT SURVEY CHART

FRONT FITMENT SURVEY

REAR FITMENT SURVEY

TOTAL FITMENT SURVEY

ZCONSUMPTION SURVEY FOR BUS IN MAY-JUNE 2011

BRAND NAMEFRONT FIMENT SURVEY

REAR FITMENT SURVEY

TOTAL FITMENT SURVEY

APOLLO 33% 43% 40%BIRLA 13% 7% 9%CEAT 16% 17% 17%GOODYEAR 1% 1% 1%JK & VIKRANT 22% 22% 22%MRF 15% 10% 11%TOTAL 100% 100% 100%

Z

CONSUMPTON SURVEY FOR PCR IN MAY-JUNE 2011

BRAND NAMEFRONT FITMENT SURVEY

REAR FITMENT SURVEY TOTAL FITMENT SURVEY

APOLLO 25% 26% 26%BRIDGESTONE 32% 34% 33%CEAT 18% 15% 16%JK TYRE 8% 8% 8%GOODYEAR 5% 5% 5%MRF 12% 12% 12%TOTAL 100% 100% 100%

0%5%

10%15%20%25%30%35%40%

BRAND NAME

% O

F F

ITM

EN

T FRONT FITMENTSURVEY

REAR FITMENTSURVEY

TOTAL FITMENTSURVEY

Z

CONSUMPTION SURVEY FOR LCV (PASSENGER) IN MAY-JUNE 2011

BRAND NAMEFRONT FITMENT SURVEY

REAR FITMENT SURVEY

TOTAL FITMENT SURVEY

APOLLO 20% 29% 25%BIRLA 3% 2% 3%CEAT 7% 25% 17%GOODYEAR 48% 19% 31%JK TYRE 7% 4% 5%MRF 15% 21% 19%TOTAL 100% 100% 100%

0%

10%

20%

30%

40%

50%

60%

BRAND NAME

% O

F F

ITM

EN

T

FRONT FITMENTSURVEY

REAR FITMENTSURVEY

TOTAL FITMENTSURVEY

Z

CONSUMPTION SURVEY FOR ALL CATEGORIES IN MAY-JUNE 2011

BRAND NAME TRUCK BUSLCV(PASSENGER) LCV (GOODS) PCR FARM

APOLLO 44% 40% 25% 43% 26% 23%BIRLA 9% 9% 3% 10% 0% 1%BRIDGESTONE 0% 0% 0% 0% 33% 0%CEAT 14% 17% 17% 11% 16% 16%GOODYEAR 1% 1% 31% 3% 5% 33%JK & VIKRANT 19% 22% 5% 11% 8% 17%MRF 10% 11% 19% 22% 12% 10%OTHERS 3% 0% 0% 0% 0% 0%TOTAL 100% 100% 100% 100% 100% 100%

0%10%20%30%40%50%

TRUCK BUS

LCV(PASSENGER) LCV (GOODS)

PCR FARM

Z

CONSUMPTION BASED ON LOADING PATTERN OF VEHICLES

No of tyres/year Heavy Load Vehicle Normal Load Vehicle Under Load Vehicle10-Above 10% 3% 1%6-10 Tyres 33% 12% 9%3-6 Tyres 52% 57% 42%0-3 Tyres 5% 28% 48%

Total 100% 100% 100%

10%

33%

52%

5%3%

12%

57%

28%

1%

9%

42%48%

0%

10%

20%

30%

40%

50%

60%

10 Above 6-10 Tyres 3-6 Tyres 0-3 Tyres

Number Of Tyres/yr

Co

nsu

mp

tio

n %

Heavy Load Normal Load Under Load

Z

LIMITATIONS OF STUDY

Z

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.

The various types of limitations are as follows:

(a) Limitation of Time : In a short span of 8 weeks, the whole universe

can’t 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 customers/

respondents were selected from cities and outskirt areas, but not the whole, so the

result was likely to be affected.

(c) Biased Information : In some cases, biased information was received

from respondents. Also at times, misleading response 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 behavior and

Zpreferences. Most of these responses are subjective in nature. Mathematical deduction is

possible but the accuracy of data is bound to suffer from biases and 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.

CONCLUSIONS

Z

CONCLUSIONS :-

1. Most of the respondents use Apollo tyres in the truck and buses, LCV’s and

Good year tyres and Apollo tyres in the tractors & Apollo, MRF, JK and Bridgestone

in there cars and Jeeps.

2. Most of the respondents buy tyres on the basis of quality durability while very few

give priority to price and some rely on word of mouth publicity.

3. The average life of each tyre was found not more than 1 year.

4. Awareness level was found to be good about Apollo tyres.

5. Of the aware respondents, many were using Apollo tyres in their rear and front of

there vehicles due to the fact that Apollo is manufacturing tyres for the different

segments. They were not so much aware about the product ranges and the offers

available.

Z6. More than 90% of the respondents using Apollo tyres are very much satisfied

with its performance.

7. Very less number of respondents use resole tyres.

8. Dealers do not provide adequate information in support of Apollo brands. They

see their margin of profit.

9. Apollo Sales team did Good Job by providing every time Tyre checkup camp as

well as checkup camp for driver as well as their family.

Z

SUGGESTIONS

SUGGESTIONS:-

I have the following suggestions for the company, which they believe will definitely

improve the performance of the company in the demographical area of Bihar.

1. In the geographical area of Bihar, many of the consumers are using their vehicle for

roaming, haulage, farming and haulage & farming both purposes.

Z Apollo should target the tractors owners not only at the time of farming but

company should target the loading stations such as brick kilns, sand post,

chip factory etc. it should give some schemes to the customers. And can

promote through regular sales campaign.

Apollo is the market leader in the truck and bus segment it can increase its

market share through regular sales campaign and can give better offers to the

customers. Apollo invisible schemes are given to the dealer’s similar type of

offers should be given to the customers also.

In LCV segment it can increase its market share through regular sales

campaign and can give better offers to the customers.

In the car segment there is very tough competition among the different

companies so Apollo has to work really hard in this segment it can increase

its market share through regular sales campaign and can give better offers to

the customers and dealers. By participating in different car rally’s it can

promote its Apollo brand.

2. Company should improve the distribution network and should minimize the delivery

time. The late delivery creates dissatisfaction to customers in urgent need and

ultimately they switch over to other brands.

3. The promotional schemes like road shows, posters, hoardings, banners, leaflets,

gifts, etc., should be carried out in the villages as well as brick kilns, sand ports, chip

stands, etc.

Z4. Besides the above promotional schemes, the company should make extensive use

of media like Radio, T.V, Newspapers, etc. used by the customers as a source of

promotional campaign.

5. The company should try to associate with different automobile companies at the

regional level. This is so because they organize free service camps in different areas

on different days, and the company may erect stalls or use direct selling to those

customers.

6. The company should also try to improve their after sales service like quick

settlement of warranty claims, if any, and other related services.

7. The company should make their commercial policy flexible because its competitors

are having very flexible commercial policy.

QUESTIONNAIRE

1) Name :- ……………………………………………………

2) Address :- …………………………………………………………………………. …………………………………………………………………………

3) Contact Number :- …………………………………………………

Z

4) No. of Vehicle :

PCR LCV TRUCK BUS TRACTOR

5) Which brand of tyre you prefer for your vehicle :

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

7) What is your monthly consumption of Tyres :

…………………………………………………………………………………………………………………..

8) What is your loading pattern (for HCV,LCV & farm) :

i) Normal Load ii) Under Load iii) Over Load

9) Do you decide earlier which brand you will buy? : Y / N

10) If yes how do you take decision :

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

11) If required who helps you with the decision to choose a particular brand :

Reference group Dealer Local garages Com - ads Driver Self

12) What is your first brand choice while buying a tyre? (for LCV / HCV) :

I) MRF II) Apollo III) JK Tyre IV) Ceat V) Goodyear

VI) Others

Z13) What is your first brand choice while buying a tyre? (for PCR) :

I) MRF II) Apollo III) JK Tyre IV) Ceat V) Goodyear

VI) Bridgestone VII) Michelin

14) If you use Apollo then what is your past experience :

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REFERENCES

Marketing management : Philip Kotler: Rajan Saxena

Z

Marketing Research : G. C. Beri: Sunanda Eshwaran: Sharmilla J Singh

Marketing strategy : Potter

Websites : www.apollotyres.com www.google.com www.icicimoney.com

Journals & Magazines : Newsletter, ATL,Apr-June 2011 : Annual report : Trade communication Apr-Jun 2011 : Business world : The Economic Times