TO AUDIT THE SIGNAGE & TO MEASURE ITS EFFECTIVENESS

PAGE 3

TO AUDIT THE SIGNAGE & TO MEASURE ITS EFFECTIVENESS&

LISTING OF INSTITUTIONS TO COLLECT THE INFORMATION ABOUT INSTITUTIONAL/ORGANISATIONAL PURCHASING OF TYRESA PROJECT REPORTSubmitted byRAVI KUMAR YADAVin partial fulfillment for the award of the diploma

ofPOST GRADUATE DIPLOMA IN MANAGEMENTinMARKETING

MAHARISHI INSTITUTE OF MANAGEMENT,NOIDAJULY2009

Abstract

This report is based on two projects, the first project covers signage audit of five truck tyre brands;Apollo,J.K.,Ceat,Goodyear,birla & MRF .This is done sothat after comparison among them it can be infer that upto which extent signage are working to pramote the sale in kanpur or any other thing is working.In first project truck tyre fitters are also covered to know the no. of fitments of truck tyres in kanpur of different-different brands as well as to know the no. of official visits to the fitters & to compare the ceat services with other brands.The second project covers listing of institutions/organizations & preparing of questionnaire to collect the information about institutional tyre procurement .

For collecting the data of signage & truck tyre fitters a format containing different-different questions is used which is attached in the report.

To collect the information about institutional tyre procurement a questionnaire is designed which is attached in the report.

During the project period 118 outlets of truck tyres has been covered for signage audit of all the above mentioned tyre brands and 116 glowshines, 195 shutters, and 56 wallpaints has been found .83 fitters was contacted,who are fitting almost 12036 truck tyres per month.for the second project 620 institutions are listed to collect information about institutional tyre purchasing.the first project is indirectly used for sales promotion and the second project is directly used for sales promotion.both are prominent for business .

Acknowledgements

We are in the twenty-first century,era of phenomenal changes all over the world.as we are facing slow down all over the world.many companys and organizations became bankrupt .companys are exploring reasons and solution to improve the companys performance & growth statistics. companys are recruiting candidates for these kind of activities from different-different streams and backgrounds.this report is also prepared by a management student .there are some prominent personalities who helped in this work..

(i) Mr.Ankur prakash Sharma(ZBM Ceat ltd.)

(ii) My friendsTable of contents

Chapter No. Title Page No. Abstract 2 Acknowledgement 3 List of tables & figures 5-6Chapter-1 Introduction

Company overview 7-8 Project overview 9-10 Key products 11-12Chapter-2 Material 13-20Chapter-3 Data analysis 21-33Chapter-4 Scope of branding 34Chapter-5 Inferences 35-36Chapter-6 Conclusion 37-38Chapter-7 References 39Chapter-8 Appendices

List of Tables & figures. S.n.TitlePage no.

1Zone wise list of locations in kanpur(table)13

2List of fitters in kanpur(table)14

3List of motor maliks in naubasta morang mandi(table)20

4T.P. nagar signage audit(table,bar graph)21

5Jareeb chauki signage audit(table,bar graph)22

6Yashoda nagar to ruma signage audit(table,bar graph)23

7Baradevi to ramaipur signage audit(table,bar graph)24

8Kidwainagar to govindnagar to saketnagar signage audit(table,bar graph)25

9Naubasta thaana to rania signage audit(table,bar graph)26

10Mariampur to kalyanpur to panki to vijainagar signage audit(table,bar graph)27

11Parade to p.road to harshnagar to bazaria signage audit(table,bar graph)28

12Gadarianpurva & fazalganj signage audit(table,bar graph)29

13Fitters analysis(table,pie chart)31

14Official visits to fitters(table,pie chart)32

15Tyre claim policy(table)33

Appendices

Appendix serialTitlePage no.

Appendix--{A}Signage audit in kanpur(sheet)

Appendix--{B}Fitter's analysis in kanpur(sheet)

Appendix--{C}Listing of institutions(sheet)

Introduction

Ceat ltd. was first named as Ceat international when established in 1924 at Turino in Italy at that time it was manufacturing cables for telephones & railways.In 1958, Ceat came to India and Ceat tyres of India ltd. was established in collaboration with TATA group.In 1982 RPG group took over Ceat tyres of India ltd. and renamed Ceat ltd. in 1990.now since 1958 Ceat ltd. has proved itself as a best tyre manufacturer all over the world.now over 6 million tyres are produced every year at Ceat ltd..manufacturing operations are taking place at Mumbai and Nasik plants.tyres are exported to USA,Africa,America,Australia,and other parts of asia.it has network of 36 regional offices ,over 3500 dealers,and more than 100 C&F agents.now the annual turn over of Ceat ltd. is Rs.2600 crore.Ceat has 10 outsourcing units for tyre & tubes.3 dedicated 2-3 wheeler plants controlled by Ceat. Now it is eying to increase manufacturing capacity 60,000 per month to 3 million tyres.it also cares its employs because they believe We believe that ability to care gives life its deepest significance.

CEAT Nashik Plant

INCLUDEPICTURE "http://www.ceatyres.com/images/CSR_Eyecamp_01.gif" \* MERGEFORMATINET

Free Eye Check-up Camp Kirat Seth VillageThe vision CEAT will at all times provide total customer satisfaction through products and services of highest quality and reliability. is followed since its take over and still followed.The mission To nurture an exciting and challenging work environment with fairness and transparency.Company has assured his customer for better quality policy and for it they have ensured the PDCA approach(plan,do,check,act)cycle of process approach.now with the great efforts of RPG Ceat is blooming day by day .Actually Ceat is an integral part of RPG group ,this group has a golden history since 1820 when Ramdutt goenka started business. At this time they have 20 company in their bag dealing in 8 sectors power,tyre,transmission,IT,retail,entertainment,carbonblack and speciality. some of the companies are CESC,Noida power company,Ceat,KEC international,RPG cables,Zensar technologies,Spencers retail, Music world ,Book and beyond, Saregama, Phillips carbonblack,RPG life sciences,Raychem RPG,Harrisons malyalam.these companies are yielding the turnover of Rs.15000 crore.

The vision of RPG group is as follows..

Project overview

In the present scenario of globlisation many of the companies are investing funds on R&D work to explore new sources and opportunities for the upliftment of the company.

Companies are also investing huge amount of funds on advertisements Ceat is investing huge amount on advertisement, in which signage & fitters influencing programmes are

included the report is based on signage audit & fitters analysis and the second project that is tyre purchasing institutions listing is also base of report.

In the first project that is signage audit & fitters analysis, kanpur is divided into four zones and then every zone is analised and audited in detail with the format containing question and points to which the study is started ,then zone wise outlets signage and fitters are covered . .. .

[ROUTES VISITED FOR SIGNAGE AUDIT & FITTERS ANALYSIS]In all the four zones signage are audited on the basis of its area,location,condition,type,

Number,tyre brand,presence,and many more things.outlets of truck tyres audited in which outlet location,which tyre brands outlet,outlet signage,and all the criterias mentioned above.fitters are interrogated to collect the data about tyre fitment,tyre claim policy,companys official visits and many more things.

In the second project of listing the institutions to collect the information about the institutional tyre purchasing like tenders,suppliers,favourate tyre brand ,location etc.

CEAT OFFICE (FAZALGANJ)The study covers lug-segment of tyres in kanpur for 6w and 10w vehicles.the renowned products are..KEY PRODUCTS

Material

In this section zonewise list of locations ,list of fitters,questionnaire to collect the information of institutional tyre purchasing activity are as follows..

Zone wise covered location in kanpur

North-east ZoneSouth-west Zone

civil linesfazalganj

gwaltoligadarianpurva

khalasi linedarshanpurva

mac robertganjsarojni nagar

collonelganjgovind nagar

bagamganjsaket nagar

paradenirala nagar

nayachaukbaradevi

sisamaugaushala

chamanganjlohia nagar

mulganjratanlal nagar

kamlatowernaubasta to ramaipur

phulbaghnaubasta to rania

kotwali

North-west ZoneSouth-east Zone

tilak nagarbans mandi

swarup nagarcooperganj

motijheelcollectorganj

arya nagarshanti nagar

ashok nagarkhapra mohal

jawahar nagarbakarganj

kaushalpurikidwai nagr

kakadevbabu purva

sarvodaya nagaracharya nagar

pandu nagarrail bazar

vijai nagaranwar ganj

indra nagarmirpur

lakhanpurlalbangla

nawabganjyashoda nagar to ruma

companybagh

azad nagar

List of fitters in Kanpur

Virendra singhRahmatMiraz

Sahib singhAbdul-ul-ahaMohd. Alam

Mohd. ShahidZia-ul AnsariArvind pandey

Mohd. MustaqeemMohd. JabbarIrshad

Mohd. SartaazMohd. HusainMunna

Umesh yadavUmar FarukMohd Shameem

Mh.EmaamShahidZabbar Ansari

Mohd. RahmatSantoshHaqueem Ahmad

Mh.Zahangeer AlamMohd. MansoorMohd. Zia-udeen

Mohd. Ishataq AliBarkat TY ServicesSonu TY Services

AmarjeetSabirAhmad

Rakesh pandiitAmar singhMohd. Hussain

Mohd. MausimMohd. NaseemMohd. Naushad

Jitendra singhMohd. EkramulMohd. Mansoor

ChunnaShakeel AhmadRiyaz Ahmad

AslamBaba AnwarMohd. Kalum

Jalil AhmadRizwanKulam Rabbani

Mohd. AkbarMulla TY serviceMohd. Nurain

Mohd. MirazZahid KhanKallu

Mohd. YaseenAlam TY serviceAftab alam

Mohd. KallamAbdul kayumZalall-u-din

Mohd. HaleemChotey Bihari TYManauwar

Mohd. ShadnawazMohd. MahudeenIbnil

Mohd. MansoorRamlal prajapatiIshtiyaq

BahadurMubarakKishan

Mohd. MiazRiyaz AhmadPandit

Mohd. NisarAli Raza

Mohd. Sirazulmoh.nisad

Listing of institutions to

collect the tyre purchase information

In the appendix there is a list of institutions. To collect the information a questionnaire is designed in which there are some questions related to purchase habits of institution,profile of the institution,tyre procurement information of institution,tyre requirement information of institution,supplier details related questions,questions related to institutions loyality to one brand of tyre etc.

INSTITUTIONAL PURCHASERS QUESTIONNAIRE

GENRAL INFORMATIONName of the institution

Address

City State Zip code

World Wide Web address

Purchase Manager[Transportation deppt.]

Contact No. Email ID

Disignation

Any other detail...

TYRE PROCUREMENTQ:- How does the institution buy tyres ?

(i)Through dealers (ii)Sales agents (iii)Direct from co. (iv)Tenders

If through tenders,then please give tender opening details

Q:-If other than tender,then the duration when institution purchase tyres?

(i)Quarterly (ii)yearly (iii)In two years (iv)More than two years

Q:-What is the mode of payment ?

(i)Credit (ii)Cash (iii)other

Q:-What is the budget for tyres for current year ?

SUPPLIER IDENTIFICATION

Q:-Which co.s tyres institution purchased previously ?

Q:-Five largest tyre supplier to institution ?

S.n.Supplier NameContact personContact no.

1

2

3

4

5

Q:How many suppliers do you generally contact before making a purchase?

(i)One (ii)Two (iii)Three (iv)Four (v)More than fourIf one ,then reason for doing so.

Institutional Requirement Please rate the factors below on the basis of importance for institution .

VERY IMPORTANT

SOME IMPORTANTNOT IMPORTANT

Availability

Dilivery time

Discounts offered

Credit limit

Price

Max. quantity at low price

packaging

Product consistency

Quality

Reliability of supply

Services

Transportation cost

If other,then specify..

Q:-What characteristics does your institution consider when determines

the quality of tyres ?

Q:-Which are the three preferred tyre brands of institution ?

Q:- Which is the most preferred tyre brand of your institution & why ?

In this project some motor maliks are also contacted.a list of them is as follows.MOTOR MALIKS WHO ARE INTERROGATED

Name of transport co.Contact no.Location address

Janta motorsNaubasta morang mandi

Sobhan transport co.9415930088Naubasta morang mandi

Manish transport co.9839816387Naubasta morang mandi

Ashu transport co.9935053483Naubasta morang mandi

Trimurti transport co.9415144693Naubasta morang mandi

Trideva transport co.9026049955Naubasta morang mandi

Location wise analysis of signage

T.P. NAGAR

Tyre brandsNo.of outletsNo.of glowshinesNo.of shuttersNo.of wallpaints

Apollo911178

J.K.4572

Ceat4352

Goodyear0000

Birla42114

MRF4621

TOTAL25274217

This is the area where you can easily find heavyload, overload lorries.

In this location Apollo market is good.its Amargold,load star, and haulug are preferred for over load.

Ceats RD SUPER & HCL SUPER HL are the main focus for the study.

Amar transport co.,Swastik transport co.,Raju auto traders,Avtar tyres,M.K.tyres,Mac international,Trimurti tyres,Sunny tyres,Munna tyres,Goldi tyres,Batra tyres,Amca tyres,Sardar tyres, are some places in this location where there is a great need of Ceat signage.

Avtar tyres,Sunny tyres, Munna tyres,Goldi tyres,Batra tyres ,Amca tyres,Sardar tyres, are some places where there is need of Ceats outlets.JAREEB CHAUKI

Tyre brandsNo.of outletsNo.of glowshinesNo.of shuttersNo.of wallpaints

Apollo3320

J.K.1111

Ceat7790

Goodyear3500

Birla1120

MRF3300

TOTAL1820141

In this location normal load lorries can be easily found.

In this location Ceat has a good market on the basis of outlets and signage.

In this location if Ceat supervision is applicable because here is enough signage and outlets of Ceat.YASHODANAGAR BYPASS RAMADEVI RUMA

Tyre brandsNo.of outletsNo.of glowshinesNo.of shuttersNo.of wallpaints

Apollo5281

J.K.2333

Ceat2110

Goodyear0000

Birla2060

MRF2201

TOTAL138185

In this location heavy load & normal load lorries can be easily found.

In this location Apollo and J.K. has good market trends on the basis of signage & outlets.

Bhagwati petrol pump, yblock kidwai nagar,Beetal tyres,Rajdhaani tyres,Shivam tyres,J.K.tyres(koela nagar),Industrial area chakeri ruma road,Harpreet tyres,Om tyres,Raunak tyres ,are some points where there is great need of Ceat signage & outlets .BARADEVI NAUBASTA RAMAIPUR

Tyre brandsNo.of outletsNo.of glowshinesNo.of shuttersNo.of wallpaints

Apollo5393

J.K.2132

Ceat1031

Goodyear0000

Birla42156

MRF0000

TOTAL1263012

In this location sand lorries & heavy load lorries can be easily found .

Birla and Apollo are big players in this route on the basis of signage and outlets .

Harpreet tyres,Balaji tyres,Thakur tyres,Ghatampur depot,Mehra tyres,Mohit tyres,New Rama tyres,Thakur tyres naubasta thaana , are some points in this location where there is great need of Ceat signage and outlets. Birlas platinum 112 is best tyre as high load is concerned.KIDWAINAGAR BARADEVI GOVINDNAGAR NIRALANAGAR SAKETNAGAR

Tyre brandsNo.of outletsNo.of glowshinesNo.of shuttersNo.of wallpaints

Apollo1110

J.K.0000

Ceat1100

Goodyear0000

Birla0000

MRF2220

TOTAL4430

In this location normal load lorries can be easily found .

In this location there are not more outlets & signage but MRF is big player in comparison of others.

Harsh tyres is a point of this location where there is need of Ceat signage as well as outlet.NAUBASTA THAANA BARRA BYPASS DABAULI BHAUNTI RANIA

Tyre brandsNo.of outletsNo.of glowshinesNo.of shuttersNo.of wallpaints

Apollo22151

J.K.0101

Ceat0000

Goodyear0000

Birla1130

MRF0005

TOTAL34187

In this location sand lorries and high load lorries can be easily seen.

Apollo is one of the prominent brands in this location.

Meenakshi tyres,Harshit tyres,J.K.tyres new bharat dharamkaanta,Mehta transport co.,sahmati traders,and road side of NH2 , are some points where there is great need of Ceat signage.

Meenakshi tyres, Harshit tyres, are some points where there is need of Ceat outlets.MARIAMPUR -- KAKADEV--RAWATPUR KALYANPUR--IIT GATEPANKI--VIJAINAGAR

Tyre brandsNo.of outletsNo.of glowshinesNo.of shuttersNo.of wallpaints

Apollo0000

J.K.1130

Ceat4571

Goodyear1200

Birla0000

MRF4400

TOTAL1012101

In this location normal load & under load lorries can be easily seen.

Ceat has good statistics in this location.

Although Ceat has good statistics in this location but still in some places like Kalyanpur,IIT gate,Panki,Vijainagar,there is a great need of ceat signage.

PARADE---P. ROAD---HARSHNAGAR---BAZARIA---NAVEEN MARKET---PPN COLLEGE

Tyre brandsNo.of outletsNo.of glowshinesNo.of shuttersNo.of wallpaints

Apollo1110

J.K.1210

Ceat2600

Goodyear0000

Birla1100

MRF1220

TOTAL61240

In this location normal load & under load lorries can be seen.

Ceat again has good statistics on the basis of signage & outlets.

Kanpur auto centre PPN degree college,Bazariya road kanpur,are some of the places where there is need of Ceat signage & outlets.GADARIANPURVA & FAZALGANJ

Tyre brandsNo.of outletsNo.of glowshinesNo.of shuttersNo.of wallpaints

Apollo97266

J.K.5581

Ceat5542

Goodyear2310

Birla3093

MRF3381

TOTAL27235613

In this location normal load & high load lorries can be easily seen.

In this location Apollo has good statistics on the basis of signage & outlets .

Batra tyres,Thakur tyres,Bhatia tyres,Avtar tyres,Royal dharamkaanta,Shankar garage,Ahuja tyres,G.K traders,Gandhi tyres, are some of the points in this location where there is need of Ceat signage & outlets.

Fitters Analysis

TRUCK TYRE FITMENT PER MONTH IN KANPUR (According to fitters)

s.no.Tyre brandsTyre fitted/monthTotal/monthPercentage breakage of fitment

1apollo4,9951203641.5004985

2j.k.10228.491193087

3ceat187615.58657361

4mrf142711.85609837

5good year330.274177468

6birla216217.96277833

7other5214.328680625

Official visits to fitters

COMPANYS OFFICIAL'S VISITS TO FITTERS(According to fitters)

s.no.Tyre brandsOfficial visits to fittersTotal visitspercentage breakage of visits

1apollo3010827.77777778

2j.k.1917.59259259

3ceat2119.44444444

4mrf1110.18518519

5good year00

6birla2624.07407407

7

other10.925925926

Tyre claim policy of tyre brands(according to fitters)

TYRE CLAIM POLICY(according to fitters )

s.n.Tyre brandsNo. of fitters favouring claim policy of tyre brandsTotal

1Apollo3483

2J.K.12

3Ceat13

4MRF8

5Goodyear0

6Birla16

7Other0

Scope of branding

Providing small notebook diaries with easy CEAT information access in hindi to customers,fitters and dealers.

Hanging card boards of CEAT at the shops of fitters with easy information access.

Small stickers with easy information access can be sticked in on Indane & other oil & gas companies tankers.

Water tanks and air tanks can be painted with CEAT logo and some information. According to fitters other tyre companies are providing accessories like torches,chairs,coolguage,wallclocks,shades,schoolbags etc.so company can think upon these accessories.

Wall can be painted with CEAT logo & information on both sides of the NH2.

Inferences.

Claim process time is more in Ceat according to fitters and some motor maliks.

Lack of quick response from the company side.

Credit limit time is less in comparison of other tyre brands because motor maliks are claiming that dealers are not getting more time for payment thats why they are not offering to motor maliks.

According to motor maliks Ceat tyres are facing problem in running in sand in comparison of Apollo.

Dealers are not handling the customer well when they claim about their problem with Ceat tyres.

There are lots of wall-paint(10x10) of MRF on both side of NH2 from Bhaunti to rania.

There are lack of signage advertisement in Govind nagar ,Dadanagar,Barra to Ratanlalnagar main road while in this road there is rush of trucks every time in a day.

Tyre sale is not only influenced by fitters but many more aspect are here which influence more than fitters which are importance wise as follows.

Motor maliks

Dealers

Truck drivers

Fitters

There is absence of big dealers at main roads & highways.

There is a lack of official visits to dealers,fitters & transport companys.

If we target any specific segment(LUG) of tyres then we have to just give information of some highlighted range of tyres by signage like RD super(18 pr) & HCL super HL (18 pr).

Advertising should be in such a way that can provide maximum information to customer about companys..

Pricing policy

Product variation for different segment

Services (claims,offers,&others)

Company should invest some fund on retention process of customers .

There should be customer prize distribution ceremony like Dainik jagran is organizing in which company can provide Ceat bags,buckets,mug,pots,& other home accessories .same formula should be applied for fitters,dealers,motor maliks.

According to motor maliks supply chain of Ceat is not to strong, some times they have to wait for their preferred variation of product.

In T.P. nagar there are lots of Apollos outlets. This is also the big reason for higher sales of it. Because lorry maliks dont want to take any kind of tension regarding purchasing of tyres.Conclusion

At this time companies and different countrys economies are struggling against slowdown &recession .it means companies should more customer centric regarding customer services and product quality and quantity .due to this crisis of economy companies are thinking to invest fund on appropriate causes which are supporting to enhance the sale of the products of the company.advertising is the prominent part of sale of the companys products thats why companies are targeting those steps of advertising which can really authentic for company on the basis of funds and implementation.Ceat is also doing so. If kanpur is concerned there are majorily four tyre brands which are competitor of Ceat.that are Apollo,Birla,J.K.,MRF.taking on account these brands company should think on the following points.

Public always give attention to uniqueness & uniqueness can be based on.

Quality of advertisement Quantity of advertisement

Quality of advertisement means advertisement in television ,radio & etc.

Quantity of advertisement means huge number of wallpaint,shutterpaint,glowshine in a given location like PSIT in kanpur. In every city company should have some provision for summer internships for local candidates from management and other streams. Because it also works as a advertisement(mouth advertisement through candidates relatives,family members,and others) method.

Company should sponsor social welfare programmes to strengthen companys social welfare approach. since Sikhs are more involved as a dealer in tyre selling profession, Muslims are more involved in tyre fitting profession.so company can sponsor programmes like.

Sikhs lungers

Id ul-milad and many moreREFERENCES

1. www.upgov.nic.in

2. www.ceatyres.com3. Truck tyre fitters analysis table4. Signage audit table

5. List of institutions

KANPUR

NORTH- WEST

ZONE

NORTH-EAST

ZONE

SOUTH-EAST

ZONE

SOUTH-WEST

ZONE

Some institutions have their own inventory for a long time ,purchased in bulk.

(tyrefitted/total)*100

In kanpur ,if fitters are concerned Apollos tyre fitment is maximum.according to fitters apollos dealers are giving 90 days credit limit to motor maliks.easy acces of tyre is one of the major point.

(visits/totalvisits)*100

According to fitters almost 28 % of the total official are of Apollos.it means apollo is giving focus to fitters also.

According to fitters apollos claim policy is better because it is providing claim upto 1.5 inch cut .

Its dealers have authority to give claim to customer on their own investigation.

After interrogating lots of fitters one outcome was drawn that Ceat must reduce claim process time.

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