CHAPTER I

INTRODUCTION
Introduction:

J K Industries is a mega corporate entity that is emblematic of

excellence, diversification and pioneering new technologies. A part of JK
organisation which ranks among the top private groups in india, JK
industries is committed to self reliance and follows an ethic that views
customer satisfaction as an index of achievement.

Over the years, the company has expanded and diversified its business
portfolio. It has developed into a multi product, multi location corporate
entity comprising of following business division.

Market is a group of buyers and sellers interested in negotiating the

terms of purchase/ sale of goods or services.
--Philip Kotler

Marketing is the set of human activities directed at facilitating and

consummating exchange. The essence of marketing is exchange of products
and the transactions is to satisfy human needs & wants. All business
activities facilitating the exchange are included in marketing.
--Philip Kotler

The product is a bundle of all kinds of satisfaction of both a material

and non- material kinds, ranging from economic utilities to satisfaction of a
social psychological nature.
 Product mix is the entire range of products of a company for sale
product mix need not consists of related products.

Product mix of a company has three main characteristics: -

1) Width 2) Depth 3) Consistency

Width: - Width of a product mix depends upon the number of product

groups of product line found within the company.

Depth: - Depth depends upon the number of product items within each
product line.

Consistency: - Consistency of the product mix refers to the question

whether or not the products have production affinity, marketing affinity or
research affinity.

Brand is a name, term, symbol, design or combination of them which

is intended to identify the goods or services of one seller or group of sellers
and to differentiate them from those of competitors.

Packing may be defined as the general group of activities in the

planning of a product. These activities concentrate on formulating a design
of a package and producing an appropriate and attractive container or
wrapper for a product. The container itself act as a forceful though silent and
colorful salesman at the point of purchase.
 Warranty is an obligation of the producer and seller to stand behind
the product and assure the buyer that he will derive certain services and
satisfactions from the product.

All manufactures and dealers and appliances must offer a very

efficient after sales services, i.e., free services during the guarantee period
and there after at low charges. It covers repairs, spare parts and
maintenance.
 CHAPTER-II
RESEARCH DESIGN

Introduction:

Research methods are all those methods/techniques that are used for
conducting to the researchers use in performing research. Here more
emphasis is made on collection of the data directly through the customers
with directly interacting with them.

2.1 TITLE OF THE PROJECT STUDY

Title of the Project Study is A STUDY ON PRODUCT MIX

STRATEGIES OF J K TYRES. Tumkur.

2.2 OBJECTIVES OF THE STUDY: -

Considering the importance of the study, the following main

objectives have been drawn out.

1. To study and understand the profile of JK TYRES and various

activities in the company
2. The study made with special reference to PRODUCT MIX
3. To know the reaction of the consumers towards the Brand
4. To offer suggestions for major findings
2.3 SCOPE OF THE STUDY: -

Scope of the study extends to discover dealers reaction to the

products performance and physical characteristics, of J K TYRES.

Perform various marketing activities, how the product is perceived as

compared to its competitors performance with respect to quality, advertising
and company good will.

2.4 METHODOLOGY ADOPTED: -

The chief criteria for the validity of any research study lies in the
methodology an esquire would prove a failure if it were not done along
certain methodical lines.

PRIMARY DATA: -
Primary data was collected through structured questionnaires, which
were given to variety of respondents and personal discussion.

SECONDARY DATA: -
Secondary data was collected through company manuals, study
materials and survey reports.
SAMPLING: -
Random sampling: -

It is based on theory of probability. It provides known zero change for

selection of each population element. Under this sampling design every item
of the universe has an equal chance of inclusion in the sample. It is so to say
a lottery method in which individual units are picked up from the whole
group, not deliberately but by some mechanical process.

Sample Unit:

In this study the respondents are from Tumkur City.

Sample Size:

Sample size has taken 50 respondents.

2.5 LIMITATIONS OF THE STUDY: -

Any study of this kind will have its own limitations

1. Due to the information and time constraint, it was not possible to go in
detail to the study of PRODUCT MIX STRATAGIES OF J K TYRES
.
2. The study is made in one place at one dealers show room
3. It is restricted to certain area and to limited time.
2.6 CHAPTER SCHEME: -

Chapter-I
INTRODUCTION

Chapter-II
RESEARCH DESIGN

Chapter-III
COMPANY PROFILE

Chapter-IV
THEORITICAL BACKGROUND

Chapter-V
ANALYSIS OF JK TYRES PRODUCT MIX

Chapter-VI
ANALYSIS & INTERPRETATION OF DATA

Chapter VII
SUMMARY OF FINDINGS, SUGGESTIONS&
CONCLUSION
 CHAPTER-III
COMPANY PROFILE

3.1 VISION OF JK TYRES

To be amongst the most admired companies in India commited to

excellence.

MISSION OF JK TYRES

To be the largest & most profitable tyre company in india.

To retain No. 1 position in truck & bus segment & to be amongst top two
in all other 4-wheller tyre

To make truck/bus radial operations profitable & retain leadership in the

passenger radial market.

To be the largest indian tyre exporter. Continue to be a significant player

in the world in truck & bias market.
To be a customer obsessed company.

To enhance value to shareholders & service to all stakeholder.

 We the people of J K TYRES will have an organisation committed to
quality in everything we do.

We will continuously anticipate and understand our customers

requirements, convert these into performance standards for our products and
services and meet these standards everytime. Full-customer satisfaction-
both internal and external- is our motto.

J K industries set up its first tyre plant at Jajkajgram near Udaypur,

Rajasthan in 1977. The plant with an installed capacity of 5 lakh tyres per
annum was established in technical collaboration with General Tire
International co., U S A.
As J K Tyre grew from strength to strength, demand for tyres
increased proportionally to meet this growing demand, the plant at Rajasthan
was expanded and by 1990. The plant was producing nearly 14 lakhs tyres
per annum.

J K Tyre then went on to establish what is rated as the most modern

plant in India, a state of the art tyre plant in 1991, at Banmore near
Gwalior, Madya pradesh.

The plant deploys the most sophisticated techniques such as a Betaray

scanner, X-ray, units, computer controlled processing and tyre testing
machines to ensure a high quality of products. Both the plants have set
standards of efficiency and productivity in the tyre industry and have
consistency operated at high capacity utilisation with a total capacity of
28.13 lakhs tyres per annum.
 J K Tyres focus on R & D the plants ensures not just the
incorporation of the latest technology in products but also helps in the
development of new types and sizes of tyres. With the strategic acquisitions
of a controlling interest in Vikrant Tyre Limited. The V T L plant at
Mysore to contributes to J K Tyres total production capacity at its plants,
which amounts to 40 lakhs tyres per annum.

We believe that people are the biggest asset that a firm can possess. J
K Tyre offers unlimited opportunity for committed motivated individuals at
all levels and across a wide range of areas.

To ensure the same, J K Tyre has developed for its employees an

infrastructure consisting of: -
1) Regular upgradation of skill and practices

2) Management development programs

3) National and international training if you dream of working for a

globally growing

Corporation that encourages excellence rewards merit and initiative.

Vast in its operations and massive in its seal of activities JK Industries
is a mega corporate entity that is emblematic excellence diversification and
pioneering new technologies.
 A part of J K Organisation that ranks among the top private groups in
India, J K Industries is committed to self-reliance and follow an ethic that
views customer satisfaction as an index of achievement.
Aside from J K Tyre, the flagship brand of the corporation, J K Industries
includes: -

JK Sugar The manufacturer of the best quality sugar in the country.

JK Agrigenetics The Company that is revolutionizing Indian

agriculture through its research and production of pest-resistant and high
yield hybrid seeds and crops.

J K International: - A diversified trading house that exports a range of

products including textiles and leather goods, pharmaceuticals, tea,
coffee, spices, processed food and de-oiled cakes, to developed countries
like USA, UK, Canada, Germany, Netherlands and to countries in the middle
east, west Asia.
3.2 WHAT IS J K TYRE: -

1) It is the leading manufacturer of Radial tyres for both truck and car

2) It is the only supplier of the tyre for Mercedizs Benz

3) First to get the ISO 9001 certificate in the entire world for the
entire operation

4) 2nd largest manufacturer for 4 wheelers in India

5) 16th largest tyre manufacturer in the world

6) First Indian company to export for radials to Europe

7) First Indian company to export over 45 countries across Six

Continents

8) First and only Indian company to get the E mark Certificate

9) J K Tyre has 25-customer centers around the country.

10} J K Tyre the only Indian Company producing radials for the entire
ranges i.e., Trucks, buses, LCVs and Cars.
J K Tyre supplies tyres to different cars they are as follows: -

Ambassador, Armada, Cielo GL, Cielo GLE, Contessa, Fiat

UNO, Ford Escort, Mahindra commander, Mahindra classic, Maruthi
Esteem, Maruthi Omni, Maruthi Gypsy, Maruthi Zen, Maruthi 800, Hyundai
santro, Mercedise Benz, Opel astra, Peugot GI and GLD, Premier padmni,
Premier 118NE, TATA Estate,
TATA Mobile, TATA Sierra, TATA sumo, Honda City, Mitsubishi lancer.

3.3 PRODUCT MIX OF JK TYRES: -

BIASTRUCK: -

JET-TRAK
JET-TRAK 39
HIGRIP
SAND CUM HIGHWAY

BIASTRUCK / BUS: -

JETKING
JETRIB
NULIFE HIGH WAY KING
RADIAL TRUCK: -

JET STEELNS
STELL KINGNS
RADIAL- CAR: -

RALLY
TORNADO
AQUASONIC
ULTIMA
ULTIMAXS
BRUTE

JK TYRE launched the radial tyres because of the following advantages

it gave to its customer some of the advantages are as follows: -

1) J K Steel belted radials help in fuel saving

2) Retreated radials give better mileage than retreated ordinary bias

tyres.

3) Radials enhance the comfort level while driving

 4) Tyre can wear and tear the effect even if there is under inflation
pressure.

ABOUT THE RALLY: -

J K Tyre has been largely responsible for promoting motor sports in

India and bringing it to the forefront of national consciousness a role the
company continues to play.

Our involvement extends to all levels from the grass roots to the
professional and encompasses rallying, racing, Go-karting. Family
navigational rallies and vintage car rallies, pioneer in developing motor car
rally talent in the nation, J K Tyre has the countrys most successful rally
team.

THE DIFFERENT STANDARDS HELD BY THE J K TYRES: -

1. I S O 9001 Standard

2. Q C 9000 Standard

J K Tyre is the Ist tyre manufacturer in the world to get the ISO 9001
certificate in 1994 itself, for its entire operations, including marketing,
design, development, manufacturing, testing, stocking, distribution, sales
and services of conventional (bias) and radial tyres, tubes and flaps.
 J K Tyre has become the only tyre manufacturer in India and the first
tyre manufacturer in the world to achieve the Q C 9000 for multi location
operations, in the year 1998.
J K Tyre is attaining another milestone in its plan of achieving TQM,
i.e., Total Quality Management, and CII-EXIM award by 2000

THE DIFFERENT AWARDS HELD BY THE J K TYRE AND J K

INDUSTRIES ARE : -

National Export award

Brand Equity award

Capexil award (top export award)

 CHAPTER-IV
THEORITICAL BACKGROUND OF THE STUDY

Before knowing in deep about product and product mix it is important

to know the market and marketing.

4.1 MARKET

The American Marketing Association defines a Market as the

aggregate demand of the potential buyers for a product.

An area for potential exchange thus a market is a group of buyers

and sellers interested in negotiating the terms of purchase of goods or
services.
--Philip kotler
TYPES OF MARKETING
1 ON THE BASIS OF SELLING AREA

2 ON THE BASIS OF ARTICLE OF TRADE

3 ON THE BASIS OF NATURE OF EXCHANGE DEALINGS

4 ON THE BASIS OF NATURE OF GOODS SOLD

 5 ON THE BASIS OF PERIOD

KINDS OF GOODS: -

CONVENIENCE GOODS
SHOPPING GOODS
SPECIALITY GOODS

4.2 MARKETING:

The American Marketing Association defines Marketing as the

performance of business activities that directs the flow of goods and services
from producer to consumer or user.

The set of human activities directed at facilitating and consummating

exchange. The essence of Marketing is exchange of products and the
transaction is to satisfy human needs and wants. All business activities
facilitating the exchange are included in marketing.
--Philip kotler
4.3 MARKETING MIX OR 4 Ps OF MARKETING: -

Marketing mix is the set of controllable variable that a firm

can use to influence the buyers response with in a given marketing
environment. It has four elements of 4 Ps.

1 PRODUCT

2 PRICE

3 PROMOTION

4 PHYSICAL DISTRIBUTION

PRODUCT: -

A product is an idea, service or tangible good that a customer can

acquire through a monetary transaction or an exchange. Not only tangible
goods are considered as products; intangible like services and ideas are also
included.
 A Product then is the potential satisfied of a consumers want or need.
But a product is not just the essential item; it is made up of a number of
components that contribute to its ability to satisfy needs and wants.
Components that are included in a product are its package or the availability
of maintenance service. The total product is the sum of all physical and
psychological features that aid in satisfying a customers needs and wants.
The success of a product is judged by how well it satisfies those needs and
how well it sells.

PRICE: -

The price is the amount that is paid to purchase a product. It is also the
means through which the company recovers its costs and makes a profit.
Pricing is the marketing variable that offers the most flexibility. Price
dictates what the company selling the product will receive in return for its
efforts.
Price defines the value of product or service to the customer. How
much the customer is willing to give in order to have a particular product
indicates how much the item is worth to the customer. The price is where the
value of a product to the customer and the companys compensation for
producing the product intersect.

Marketers should establish prices that will expand the sales of highly
profitable item and contract sales of relatively unprofitable products with in
the same time.
PROMOTION: -

Promotion is the sharing of information, concepts and meanings by

the source and it receives about product and services and the organisation
that sells them.

There are 4 basic forms of marketing communication: -

1. ADVERTISING

2. SALES PROMOTION

3. PUBLICITY

4. PERSONAL SELLING

PHYSICAL DISTRIBUTION: -

Place or physical distribution is another element in the marketing mix,

which is considered with getting the product physically from the
manufacturer to the place where consumer can buy it.

The members of the distribution channel are the people and business
involving the product from the point of production to the point of
consumption. These members of the distribution channel are sometimes
referred as Marketing Intermediaries.
 Physical distribution is concerned with the movement and storage
activities required for making the firms product available to customer. The
physical distribution managers goal is to provide at the lowest possible cost,
the rights, the product to the right customer at the right time in the right
quality at the right location in the right condition. Business logistics is the
flow of materials from procurement of raw materials to manufacturing to the
consumers.
WHAT IS A PRODUCT?

The product is a bundle of all kinds of satisfaction of both a material

and non-material kinds, ranging from economic utilities to satisfaction of a
social psychological nature.

A product supplies two kinds of utility:

1. Economic utility

2. Supplementary utility

The product may be a good, a service, a good plus service, or just an

idea. A product is all things offered to a market. Those things include
physical object, design, package, label, price, services, supportive literature,
amenities and satisfaction not only from physical product and services
offered but also from ideas, personalities and organizations.
In short, a product is the sum of physical, economic, social and
psychological benefits. Marketers must define their market in terms of
product functions what the customer expects from the product.
4.4 PRODUCT MIX:

It is the entire range of products of a company for sale. Product mix

need not consists of related products. For example the product mix of J K
TYRE includes a diverse range of products such as TYRES, TUBES,
FLAPS.

The product mix of a company has three main characteristics:

1. WIDTH

2. DEPTH

3. COSISTENCY

WIDTH of a product mix depends upon the number of product groups of

product lines found within the company.

DEPTH depends upon the number of product items within each product
line.

CONSISTENCY of the product mix refers to the question whether or not

the products have production affinity, marketing affinity or research affinity.

4.5 BRANDING: -

WHAT IS BRANDING?
 American Marketing Association defines as - The word BRAND is a
comprehensive term. A brand is a name, term, symbol or design, or a
combination of them, which is intended to identify the goods or services of
one seller or group of sellers and to differentiate them from those of
competitors. A brand identifies the product for a buyer and gives seller a
chance to earn goodwill and repeated patronage.
IMORTANCE OF BRANDING:

1. The marketer can build up a bridge of his organization around the brand.

2. Branding enables the firm assured control over the market.

3. Branding by differentiating a product from the rivals enables the brand

owner to establish his own price which con not be easily compared with
the price for competing goods.

RESONS FOR BRANDING:

1. Ever-increasing competition.

2. Importance of packaging as a distinct marketing function.

3. Need for Advertising and Publicity.

4. Development of consumer brand.

ESSENTIALS OF GOOD BRAND:

A Brand should suggest something about product benefits, its uses,

quality, product nature, purpose, performance or action.

The name should be short, simple, easy to pronounce to spell and

remember, easy to identify and explain. It should be easy to
advertise.

It should be capable of being registered and protected legally under

the legislation.

It should have a stable life and be unaffected by time. It should not

depend upon fashions and styles as they have a short life.

It should create pleasant associations.

It should not be used as a general or common name for all products

It should be unique, attractive and distinctive.

TYPES OF BRANDS:

1. INDIVIDUAL BRAND NAME

2. FAMILY BRAND NAME
 3. UMBRELLA BRAND
4. COMBINATION DEVICE
5. PRIVATE OR MIDDLEMANS BRAND

Individual Brand Name:

Each product has a special and unique brand name, such as J K Tyre, J
K sugar, J K Internationals, Surf, etc., the manufacturer has to promote each
individual brand in the market separately. This creates a practical difficulty
in promotion. Other wise it is the best marketing strategy.

Family Brand Name:

Family name is limited to one line of a product, i.e., products that

complete the sales cycles, e.g., J K TYRES for tyres, Amul for milk
products, Ponds for cosmetics, etc., family
Brand name can help combined advertising and sales promotion.

Umbrella Brand Name:

We may have for all products the name of the company or the
manufacturer. All products such as soaps, chemicals, textiles, engineering
goods etc., manufactured by the Tata concerns will have the TATAs as one
umbrella brand, such a device will also obtain low promotion cost and
minimize marketing efforts.

Combination Device:
 TATA house is using a combination device, each product has an
individual name but it also has the umbrella brand to indicate the business
house producing the product, e.g., Tatas Taj. Under this method, side by
side with the product image, we have the image of the organisation also.
Many companies use this device profitably.

Private Middlemans Brand:

Manufacturers or distributors such as wholesalers, large retailers,

can do branding. This practice is popular in the woolen, hosiery, ports goods,
and such other industries. Big manufacturers also use it.

Benefits of Branding: -

As long as branding is considered desirable and as long as we do not

have overflow of branded goods, consumers in India may have the following
benefits of branding: -

1. Right kind of brand advertising and personal selling provide

ample information to the consumer about the branded products.
2. Branded goods have uniform and standardized quality and
holder of the registered brand is personally responsible to
maintain the quality.
 3. Rapid sales turnover assures fresher products due to frequent
replacement of stock with the retailer.

4. There is considerable saving in time in the selection of goods

and also in the making up of orders.
PACKAGING AND LABELING:

Packing may be defined as the general group of activity in the

planning of a product. These activities concentrate on formulating a design
of the package and producing an appropriate and attractive container or
wrapper for a product. The container itself can act as a forceful though silent
and colorful salesman at the point of purchase or an effective medium of
advertisement encouraging impulse buying. Many a time, package design
itself can act as a registered brand. Almost every article has to be packaged
to make a trip to the ultimate consumer. But packing is merely a physical
action and provides a handling convenience.

Packaging criteria:

The entities that influence package development are broadly classified

into the following criteria groups.

1. Appearance

2. Protection

3. Function
 4. Cost

5. Disposability

Appearance:

The appearance of a package is very important from many angles.

With the growing super-bazaars and cash transactions in marketing
activities, appearance is gaining momentum appearance helps to:

1. Identify the product throughout the distribution channel;

2. Carry instructions for use and disposal;

3. Carry information about the product and satisfy legal

requirements;

4. Exhibit brand name producers name;

5. Act as an important sales aid.

Protection:
 Protection to the product is very important and the type of protection
required depends upon the following factors: -

1. Name of the product;

2. Distribution system adopted for the product;
3. The total time required to protect;
4. Package system.

Protection is normally required from environment and physical

hazards. The unit package should provide protection from physio-chemical
and biological hazards. The bulk package is expected to protect the contents
against rough handling, storage and transportation.

Functions of Packaging:

1. Protection
2. Dependability
3. Storage cost of filled packages
4. Distribution and insurance cost
5. Cost due to package/ spoilage/product lose
6. Effect of the package on sales.

Disposability:

In developing countries the packaging industry has been fully

criticized on the grounds of environmental pollution. The disposal of
packaging materials after use assumes a greater importance. This was
considered to be a very minor problem. The disposability of the package
material after use had different forms, totally eliminating the material or
converting at the end of its useful life as a package. However three methods
are followed to dispose the package material after use.

Recycling, Using it as non-package appliance, Total elimination.

Package design:

A well-designed and attractive package is an ever-present shelf sales

man for the retailer. The package design itself can act as a brand. A good
package is:
1. Economical (to manufacturer, to store)
2. Functional (in transit, in store, at home)
3. Communicative (of brand, of products, of performance, of usage)
4. Attractive (in color, in design, in graphic impact)

At present packaging must also solve the problem of pollution by

reducing waste and by conserving scare resources.

LABELLING:

Label is a part of a product. It gives verbal information about the

product and the seller. The purpose of labeling, like the purpose of branding
is to give the customer information about the product he is buying and what
it will and will not do from him. A label is also a part of a package or it may
be attached directly to the product. There is a very close relationship
between labeling and packaging as well as labeling and branding or grading.

Brand label mentions the brand name of mark. Grade label identifies
the quality by a letter, number or word. Descriptive and informative labels
are similar; they give helpful information on the following:

Brand name, name and address of producer, weight measure count.

Ingredients by percentages, where possible, directions for the proper use of
the product, cautionary measures concerning the product and its use, special
care of the product, if necessary recipes of food products, nutritional
guidelines, Date of packing and date of Expiry, Retail price, and unit price
for comparison.

PRODUCT WARRANTY:

In modern life we have numerous products with complicated, intricate

and elaborate mechanism, such as radio, Television, motor car, electrical
appliances, etc., an average consumer is incompetent to known the INs and
outs of such sophisticated products. He will be at a loss if he is compelled to
take his own care while buying such products. Warranty is a stipulation
collateral to the main purpose of the contract. If it is broken, the victimized
party, i.e., the buyer can claim for damages but has no right to reject the
contract.

A warranty is an obligation of the producer and seller to stand behind

the product and assure the buyer that he will derive certain services and
satisfaction from the product. The product warranty must be clear
unambiguous and meaningful. It has become an important selling point and
a mean of product differentiation in a competitive market. Warranties are
also considered as promotional devices. Full disclosure of warranty
information will ensure the consumers right to know.

Warranty as seller aid:

A warranty is an assurance of the quality, service and performance. It

is a written guarantee of the intrinsic value of a product. It points out the
responsibility of the maker for repair, service and maintenance in the case of
consumer durable. The producer should use the word warranty instead of the
word guarantee.

After sales services:

After sales service is an important aspect of a marketing transaction.

Every increase in the use of machinery, appliances and equipment in all
branches of out economy has created a continuous demand for after sales
service, i.e., for the smooth maintenance and rapiers and low charges as well
as quick access to spare parts and accessories at responsible prices.

All manufacturers and dealers costly mechanical and electrical

machines and appliances must offer a very efficient after sales services, i.e.,
and free services during the guarantee period and thereafter at low charges.
 After sales service covers repairs, spare parts and maintenance. After
sales service is an important selling point helping the customer to take a
quick decision to purchase durable and costly goods. Such facilities prevent
dissatisfaction, frustration, and ill will among customers.

Benefits of after sales service

1. It can build up and maintain sellers goodwill

2. Mass distribution of costly consumers durable is possible only
through after sales service and consumer credit
3. Complaints and grievances regarding servicing and maintenance
will be promptly and efficiently dealt with by the seller
4. Sales campaign will achieve remarkable success if after sales
service is included in sales promotion
5. Free service during the guarantee period is the best selling point in
the sales of machinery and appliances.
 CHAPTER-V
ANALYSIS OF JK TYRES PRODUCTS MIX

The product is the most tangible and important single component of

the marketing program. The product policy and strategy is the cornerstone of
a marketing mix. Without a product there is nothing to distribute, nothing to
promote, nothing to price. If the product fails to satisfy consumer demand,
no additional cost on any of the other ingredients of the marketing mix will
improve the product performance in the market place.

J K Tyres offers following types of product for sale:

a) Tyres

b) Tubes

c) Flaps

It is manufacturing different lines of products like Truck tyres, Light

Commercial Vehicle tyres (LCV), for jeep, passenger car, tractors etc.,
5.1 Models of tyres

According to the needs and requirements of the consumers company

is releasing to the market: Black color tyres and the following models of
tyres.
BIAS-TRUCK: -

JET-TRAK
JET-TRAK 39
HIGHRIP
SAND CUM HIGHWAY

BIAS-TRUCK/BUS: -

JETKING
JET RIB
NULLIFY HI-WAY KIND

RADIAL-TRUCK: -

JET STEEL-NS
STEELKING-NS
 RADIAL-CAR: -

RALLY
TORNADO
AQUASONIC
ULTIMA
ULTIMA XS

Because of some marketing problems and competition in the market

the company follows the policy of product consistency. So all the products
or all the products offered by the company is related to each other but not
unrelated.

While introducing the new product to the market the company will
take into consideration the following factors:

a) Cost involved in the introduction of a new product to the market.

b) Demand for the product in the market
c) Competitive situation in the market for the product.

However, it is difficult for the company to explain the customers

about the suitability of its application.
5.2 DIVERSIFICATION POLICY OF J K TYRES

Company is concentrating its attention on product diversification

rather than simplification. The main reasons for diversification of product
lines are as follows:
a) Technology developments have contributed to the diversification
of product lines
b) Company is interested in widening its product line because it feels
that it could avoid the risks involved in a narrow product line
c) Company also prefers diversification of products to minimize the
risks arising out of changes in consumers tastes
d) It is also concentrating on diversification of products with the
intention of utilizing ideal plant capacity fully, man power and
financial resources.
e) Further company also feels that through diversification it can go
for better market reach, and can get huge popularity and customer
belief for the products.
f) It feels that it can acquire more market share through
diversification
g) Company also feels that if it goes for product diversification, it can
create demand for new product on the reputation of existing
products.
Companys product is meant for following types of customers:

Heavy Truck: - Commercial goods operators

Light Truck: - Light goods operators, passenger bus operators

Light Commercial Vehicles: - Passenger operators, passenger car

owners, Farmers (tractor owners)

5.3 FACTORS INFLUENCING PRODUCT MIX POLICY OF

THE COMPANY

a) Application of its product for its suitability

b) Economy in introducing various types of products
c) Cost factor involved

By product mix company is able to utilize the available marketing

capacity fully.

However, company is not able to reduce the advertising and

distribution cost by adopting product mix. But it is possible for the company
to add new product to its existing line of product. Even the government
policies do not affect the product mix policy mix policy of the organization.

PRODUCT MODIFICATION IN J K TYRES

Company believes that if it is offering same type of product to the

market continuously without any modification, it is difficult to attract the
existing and prospective customers. Therefore, it modifies the model of tyres
and other related products as and when it is required and felt by the
customers while conducting consumer survey and by observing the behavior
of the customers towards the product.

PROFITABILITY OF THE ORGANIZATION BY PRODUCT MIX:

No doubt, companys profitability has increased because of product

and product line expansion. However, how much profit has increased
depends upon the capacity of the product. Company is getting major share of
its profit by offering for sale Jet Rib and Jet Track.

It should be noted that company is not incurring loss from any of its product
or product line. It is because company is having its own QS standards. It will
not allow the continuation of production of the product until it reaches
elimination or deletion stage.
5.4 BRANDING IN J K TYRES

Company is having its own Brand name J K INDUSTRIES, which is

registered under the Trade Name and Trade Marks Act. Branding strategy of
the company indicates how the firm chooses to use branding as an integral
part of its overall marketing strategy. So branding is simple another
dimension of marketing strategy.

Because of Branding, company is able to build up a bright image of

the organization, has control over the market. Further, it is quite possible for
the company to avoid product substitution.

The companys Brand is helpful not only for creating demand for
existing product but also for new products for getting good reputation in the
market.

Companys brand has the following characteristics:

a) It is familiar to the customers

b) It is suggesting about the product
c) Its name is short, simple and easy to pronounce
d) It is capable of being registered and protect legally under the
legislation
e) It is having stability and unaffected by time
f) It is not depending upon fashions and styles as they have short life
 Company is adopting Family Brand names. It helps the company to
have combined advertising and sales promotion. Company is able to
expand the product mix with less risk by branding.

Advantages of branding to the customers of j k tyres:

a) Branded products of the company have uniform and standardized

quality.
b) Rapid sales turnover assures fresher product
c) There is considerable saving in time in the selection of the product.

PACKAGING OF THE COMPANY PRODUCTS

Company is packing its products while distributing it to the market.

The more effectively a product is packaged the more effective is its identity
individuality. Packaging alone makes possible branding and advertising of
products.

Company will pack its products for the purpose of protections from
various types of damages but not for the purpose of promotion. As
companys intention in its packaging is for the purpose of giving protection
to its products, it need not be that much attractive. So it need not spend huge
amount of money on packaging, so that the price of the final product will not
get increased to an enormous extent. Packaging system is able to protect the
contents from all types of breakage, spoilage and pilferage. Consumer,
therefore are not facing any major problems with regard to packaging system
of the organization. So companys package acts as a multi-purpose
arrangement. It is fulfilling utility function of protection, identification and
convenience.

LABELING

Companys Labeling provides verbal information about the product.

The intention of labeling is to give information to the consumers about the
product he is buying and what it will and will not do for him. It contains
name, size of application, inflation pressure, load carriable etc.,

5.5 PRODUCT WARRANTY

Company is giving warranty for its products. The warranty provided

by the company meets the obligation of manufacturing defects. If there is
any damage in the tyres distributed by the manufacturer, it can be replaced
by the distributor within the warranted period. Because of warranty given by
the manufacturers both the distributors and the consumers have been
satisfied.

In addition to providing qualitative products, warranty etc., company

is also providing After-Sale-Service to the distributors and in turn to the
ultimate consumers like customers education for application, repair
facilities and over all maintenance.
 Company will provide After-Sale-Service for the following terms:
a) Trucks:- 18 Months
b) Light Commercial Vehicle:- 3 Years

Though it is providing After-Sales-Service, price of the product wills

not increase, as sales turn over will increase in the same proportion. By
providing after sales service, to the customers can get better knowledge of
the product and there by can avoid losses.

Competitors of J K TYRES like MRF, Apollo, Ceat, Dunloop, Modi

continental, Bridgestone, Good Year are also providing same type of after
sales service as providing by this company.
CHANNELS OF DISTRIBUTION IN J K TYRES

In the field of marketing, channel of distribution indicates route or

pathways through which goods and services flow or move from producers to
consumers.

J K TYRES follows the following distribution channel while

distributing its products to the market.
FACTORY
AREA OFFICE-DEALER-CUSTOMER
CLEARING & FORWARDING
DEALERS
CUSTOMERS
 The product manufactured by the J K TYRES follow the channels of
distribution in a very simple way. The goods manufactured in the factory the
ultimate customer from there in.

The other channels of distribution adopted by the J K TYRES are the

movement of goods from the factory point to the area office, and from there
the goods are moved towards the clearing and forwarding department, and
from there towards the dealers. And the goods move from the dealers
towards the hands of the ultimate customers.
The company will take into consideration the following factors while
selecting a particular channel for the distribution of tyres: ---

a) The situation in the factory

b) The operational cost involved
c) Product availability to the customers
d) Financial position of the dealers
e) Financial position of the company
It covers the geographical area like: -
a) Well maintained high ways
b) Crucial road in rural and sub-urban places
c) Farms
d) Mines
The company is providing 2% to 4% commission to its agents
depending on the volume of sales affected and as per the rules and regulation
of the company.
 The company has to go through certain formalities while distributing
its products to the maker.
a) The products have to pass through commercial tax check post
b) All the invoices and documents for the sale should satisfy the
conditions of sale of goods act.

The company provides 15 days of credit facility to its agents. In

addition to this facility company gives cash discount if immediate cash is
paid. And turnover discount is provided on the basis of sales affected. If the
agent/distributors failed to make payment within 15 days, they are liable to
pay penalty as imposed by the company. Company is able to supply the
goods in time.

COMPANY EXPECTS THE FOLLOWING FROM THE

DISTRIBUTORS:

1) Quick payment
2) Better understanding
3) Having good knowledge about the product

In addition to selling tyres through distributors to the market company

is also selling products to the consumers if they buy in huge quantities
provided if they are a bus or truck operators.

Through a particular channel is followed by the company. It is not

fixed; according to the change in circumstances it can also change the
channel.
 Company has undertaken so many promotional activities like giving
advertisements in T.Vs and magazines. It provides Credit facilities, price
concessions, guarantee, warrantee, after sales services, gifts etc.,

CHAPTER-VI
ANALYSIS AND INTERPRETATION OF DATA

The data collected through the questionnaires is called as the primary

data. The primary data collected from 50 respondents through random
sampling.

Percentages, bar diagrams, histogram, pie charts etc., are used for
analysis of data. The analysis is explained as follows: -

6.1 Sources through which respondents became aware

Table No.6.1

SI. Options No. of %

NO: Respondents
1 TV 17 34
2 News 18 36
paper/magazines
3 Friends 8 16
4 Others 7 14
 Total 50 100
Source: primary data

Interpretation:

It can be observed from the above table that 34% of the respondents
are become aware of the J K TYRE product through T V, 18 % from News
paper and magazines, and 8% and 7 % have aware through Friends and
others.

Sources through which they became aware

20 18
18 17
16
14
12
10 8
8 7
6
4
2
0
1
No. of respondents

TV News papers.Magazines Friends Others

Fig. 6.1 showing sources through which they became aware.

6.2 Analysis of from how many years they known about this brand.
Table No.-6.2
SI. NO: OPTIONS No of %
respondents
1 Less than 2 years 9 18
2 2 to 5 years 14 28
3 More than 5 27 54
years
Total 50 100
Source: primary data

From how many years using this

product

30
25
20
15 27 Series1
10
14
5 9
0
Lessthan 2 2 to 5 Years Morethan 5
Years Years

Fig. 6.2 showing in years known about this product.

Interpretation:
From the above table it is clear that 54% of the customers have known
about the J K Tyres Brand from more than 5 years, 25% of the customers
have known from 2 to 5 years and remaining are known from less than 2
years.
6.3 Usage of this brand in years.
Table No.6.3
SI. NO OPTIONS No. of respondents %
1 Less than 3 years 11 22
2 3 to 5 years 18 36
3 More than 5 21 44
years
TOTAL 50 100
Source: primary data

USAGE IN YEARS

11
21 Lessthan 3 Years
3 to 5 years
5 & above
18

Fig.6.3 showing usage of this brand in years.

Interpretation:

From the above table it is known that more than 44% of the
customers have been using this brand from more than 5 years and 36 %,
22% of the customers are using from less than 3 years.
 6.4 Analysis of preference of customers towards this product.
Table No.6.4
SI. NO: No of %
respondents
1 Quality 32 64
2 Price 8 16
3 Durability 10 20
TOTAL 50 100
Source: primary data
Fig. 6.4. Showing the preference of customer towards JK tyres

Preference of the customer

20%

16%
64%
Interpretation:
 From the above diagram it is clear that more than (64%) the
respondents prefer the this brand because of quality, 16 % only because of
price and remaining 20% of the respondents prefer because of durability.

6.5.Aalysis of basis on which they purchase.

Table-6.5
SI NO: No. of respondents %
1 Cash 34 68
2 Credit 5 10
3 Half cash & Credit 11 22
TOTAL 50 100
Source: primary data

Basis of Purchase

35

30

25

20
34
15

10
11
5
5
0
Cash Credit Half Cash
& Credit

Fig. 6.5 showing basis on which they purchase.

Interpretation:
 From the above table it is clear that more than 68% of the customers
purchase on cash basis, 10% on credit basis and 22% half cash and credit
basis.

6.6 Analysis of satisfaction of the respondents.

Table No.6.6
SI NO: No. Respondents %
1 Yes 38 76
2 No 12 24
TOTAL 50 100

Source: primary data

Satisfaction

No
Yes
No
Yes

Fig. 6.6 showing % of respondents satisfied

Interpretation:

From the above table it is observed that 76% of the respondents

satisfied with this brand the 24 % of the respondents are not completely
satisfied with this brand.
6.7 Chances of shifting if they are not satisfied with this brand.
Table No.6.7
SI NO: No of respondents %
1 MRF 26 52
2 Ceat 5 10
3 Good year 2 4
4 Modi 4 8
5 TVS 5 10
6 Apollo 8 16
TOTAL 50 100
Source: primary data

Br and the y Pr e fe r

30
25
20
15
26
10
5 8
5 4 5
0 2
MRF Ceat Good Modi T V S A pollo
Y ear

Fig.6.7 showing the chances of shifting to other brand.

Interpretation:
From the above table 52 % of the respondents will shift to the MRF
tyres, 16% shift to the Apollo, 20% of the respondents shift to the TVS and
Ceat products and remaining 12 % (8+4) will shift to Good year and Modi
products.
6.8. Analysis of switching to this brand.
 Table No.6.8
SI NO: No of %
respondents
1 Initial mileage 8 16
2 Re- treading 20 40
3 After sales service 10 20
4 Performance 12 24
TOTAL 50 100
Source: primary data

switch to this brand

24% 16% Initial Milage

Re- treading
After sales service
20% 40%
Performance

Fig.6.8 showing the why they prefer this brand.

Interpretation:
From the above table 40 % of the respondents like the brand for re-
trading and 24 % of the respondents for performance and 20 % for after
sales services and 16% for the initial mileage.

6.9 Analysis of price.

Table No .6.9
SI NO: No of %
 respondents
1 Yes 42 84
2 No 8 16
TOTAL 50 100
Source: primary data

Price Satisfaction

42

Fig.6.9 showing the price satisfaction.

Interpretation:

From the above table it is known that 84 % of the respondents are

happy with the price of this brand and remaining 16 % of the responders are
unhappy with this brand.

6.10 Analysis of factors they consider while purchasing the tyres.

Table No.6.10

SI NO: No of %
 respondents
1 Quality 21 42
2 Durability 18 36
3 Price 11 22
TOTAL 50 100
Source: primary data

Factors they Consider

Price 11

Durability 18

Quality 21

0 5 10 15 20 25

Fig.6.10 showing the factor considered while purchasing the tyres.

Interpretation:
From the above table it is clear that while purchasing the tyres most of
the (42%) respondents consider the quality, 36% of the respondents consider
the durability and 22 % of them consider the price of the product.

6.11Analysis of average period of purchasing the tyres.

Table No-6.11
SI NO: No of %
respondents
1 3 Months 3 6
 2 6 Months 6 12
3 9 Months 16 32
4 1 year & above 25 50
TOTAL 50 100
Source: primary data

Average period of Purchase

30 25
20 16
10 3 6
0
3 Months 6 Months 9 Months 1 Year &
more

Fig.6.11 Showing the average period of purchase.

Interpretation:
It is difficult to tell that average period of purchasing it depends on how
use their vehicle and the weight they carry. From the above table we came to
know that 50 % of the respondents purchase tyres once in a year. And less
than 32 % purchase within 9 months.

6.12 Analysis of major advantages in this product.

Table No-6.12
SI NO: No of %
respondents
1 Everything 29 58
2 Nothing --
3 Initial mileage 17 34
4 Smoothness 4 8
 TOTAL 50 100
Source: primary data

Major advantages

35
29
30
25
20 17
15
10
4

Smoothness
5
Everithing

Mileage
Nothing
0

Initial
Fig. 6.12 showing the major advantages they find in this product.

Interpretation:
From the above table58% of the respondents accepted that the product of
the JK Tyres for everything and 34% find major advantage of initial mileage
and 8% for smoothness of the product.

6.13 Analysis of satisfaction of design of this product.

Table No-6.13
SI NO: No of %
respondents
1 Yes 32 64
2 No 18 36
TOTAL 50 100
Source: primary data
 Satisfaction of Design

36%
Yes
No
64%

Fig. 6.13 showing the satisfaction of design of the product.

Interpretation:

From the above table and graph it is observed that more than 64% of
the respondents are satisfied with the design of the JK Tyres, and remaining
are not satisfied.

6.14. Analysis of the out look and style of this brand.

Table No-6.14
SI NO: No of %
respondents
1 Yes 38 76
2 No 12 24
TOTAL 50 100
Sources primary data
Fig. 6.14 showing the outlook and style of the product respondents

Out look & Style

24%

Yes
No
76%

Interpretation:

From the above table and diagram it is observed that more than 76 %
of the respondents are satisfied with the style and design of this brand and
remaining are not satisfied.

6.15.Other services preferred from this brand.

Table No.6.15
SI NO: No of respondents %
1 Product knowledge 13 26
2 Door
Sdelivery
e r v i ce s P r ef 15 e r e d 30
3 Monthly camp 22 44
TOTAL 50 100
25
Source: primary data
20services they prefer.
Fig. 6.15 showing the
15
22
Interpretation: 10
13 15
5

0
Product Mnthly
Door
Know ledge Camp
delivery
 From the above table it is clear that (44%) most of the respondents are
prefer monthly camp, 30% prefer door delivery of the product and 26%
prefer like product knowledge.

6.16 Analysis of the relationship they have with this brand.

Table No-.6.16
SI NO: No of respondents %
1 Regular 35 70
2 Occasional 7 14
3 Special 5 10
4 Rare 3 6
TOTAL 50 100
Sources primary data
Fig.6.16 showing the relationship they have with this brand.

Relationship

35
30
25
20 35
15
10
5 7 5 3
Occassional

0
Regular

Special

Rare

Interpretation:
 From the above table it can be observed that 70% have the regular
relationship, and 14% of the respondents are occasional relation and 10 %
have Special relationship.

CHAPTER-VII
SUMMARY OF FINDINGS, SUGGESTIONS& CONCLUSION

In this chapter, I would like to bring out my survey findings &

suggestions are explained with reference to survey data. The findings are
recorded in tables and graphs, from the study the following findings were
made.

7.1 FINDINGS:
It is found in survey that 24 % of the respondents are not satisfied with
the product quality.

It is observed that only 18 % of the respondents are dissatisfied for the

after sales service.

It is observed from the survey that many of your consumers want to shift
over to MRF (52%), Ceat (10%), TVS (10%), Modi (8%), and 4% to
Good year.

24% and 76% of the respondents are dissatisfied with the re-treading and
mileage performance of J K TYRES.
 It is found in the survey that most of the respondents are getting
information about the JK Tyres products through the Television (34 %)
and Newspaper (36%).
In the survey it came to know that most of the respondents have come to
know about the JK Tyres from more than 5 years, it is clear that the JK
tyres company has been taking steps to give information about its
products.

It is observed through the survey that only 16 % of the respondents are

cost conscious, and 64 % of the respondents are quality conscious they
prefer only because of quality and durability.

It is found in the survey that 40 % of the respondents switching to this

brand because of re-treading and 24% are because of performance.

While purchasing tyres 42% of the respondents consider quality. 36% of

the respondents consider durability ofcourse price is also major important
they dont worry about this much more.

Purchasing of tyres frequently is depends upon the how they use vehicles
and the weight they carry, more than 50% of the respondents purchase
once in a year.

More than 44 % of the respondents preferred service of the monthly

camp for quick knowledge.
 It is observed in the survey that more than 64% of the respondents
satisfied with the design, and 76% of the respondents satisfied with the
out look and style of the tyres.
Company is not encouraging credit basis of selling the products.

Regarding pricing when compared with the other competitors pride of

this product, respondents are happy with the price of the JK tyres because
quality and price are equal.

More than 58 % of the respondents have accepted this brand only

because they are getting major advantages form this brand.
7.2 SUGGESTIONS:

From the above findings the following suggestions were made.

1. Quality is a main tool to get a good market of the product. The

quality should be accepted by all respondents. Even if a small
percentage are dissatisfied, they always reject and opinion always
will negative. In this context it is suggested that the company
should improve the quality of tyres, tubes and other items to win
the consumers hearts to obtain the market share.

2. In every business customer care is very important in post and pre

sale, many precautionary steps should be taken in all the levels of
the activities. It is suggested that company should introduce
programs like consumer council, sale after service etc. these steps
will encourage the consumers to explain their own feelings and
opinion.

3. Satisfaction of old customer and searching for new customer is the

main policy of all the business. In this respect it is suggested that
maintaining good quality, economy in price, promotional policy
 and appointing effective dealers will help to attract the new
customers.

4. Credit system introduction is necessary in mobilizing of sale. This

system will help to keep many more customers as well as getting
new customer.

5. It is suggested that the dissatisfaction of the customer will loose

the reputation and switching over to competitors product. In this
aspect it is suggested that improvement and standardization of the
product quality will bring down the problems while marketing the
product.
7.3 CONCLUSIONS:

Success and failure of any business enterprise depend upon the

quality products and services that company provides. In the present scenario
customers are more attracted towards the quality.

In olden days customers preferred the products that were suggested by

the friends and neighbors. But now it is not like that they purchase which
ever they, like because they are getting information about the product quality
and about the companys marketing strength.

In order to demonstrate its commitments towards quality, JK Tyre has

made never-ending efforts to make all its products of world-class quality.

Even though competitions at international market, JK Tyre keep its

name and fame in the international market by consciously following a policy
of continuously modernizing and expanding its tyre manufacturing facilities
to retain its edge in the market.
 BIBLIOGRAPHY

MARKETING MANAGEMENT-- SHERLEKAR

MARKETING MANAGEMENT-- PHILIP KOTLER

PRODUCT MANAGEMENT-- GANDHI

MARKETING MANAGEMENT-- W.J. STANTON

RESEARCH METHODOLOGY -- O.R. KRISHNA SWAMI

RESEARCH METHODOLOGY -- C.R. KOTHARI

WEB SITE-- www.jktyre.com

Economic Times-- Daily newspaper

Business Line-- Daily newspaper

JOURNALS AND MAGAZINES: -

 THE WEEK
BUSINESS INDIA
OUT LOOK

QUESTIONNAIRE:

DATA FOR THE STUDY

1) Through which media you become aware of J K TYRES brand?

a) T V [ ] b) News Paper /Magazines [ ]
c) Friends [ ] d) Others. [ ]

2) From how many years you kwon about this brand?

a) Less than 2 years [ ] b) 2 to 5 years [ ]

3) From how many years are you using this brand?

a) Less than 3 years [ ] b) 3 to 5 years [ ]
c) 5 & above [ ]

4) Why do you prefer J K Tyres?

a) Quality [ ] b) Price [ ]
c) Durability [ ]
5) On what basis would you purchase this brand?
a) Fully cash [ ] b) Fully credit [ ]
c) Half cash & credit [ ]

6) Are you satisfied with this product?

Yes [ ] No [ ]

7) If Not satisfied with this brand for which brand will you shift?
a) M R F [ ] b) Ceat [ ]
c) Good Year [ ] d) Modi [ ]
e) T V S [ ] f) Apollo [ ]

8) What made you to switch to this?

a) Initial Mileage [ ] b) Re-trading [ ]
c) After-sales-service [ ] d) Performance [ ]

9) When compared with the price. Are you happy with the price of this
product?
Yes [ ] No [ ]

10) What factors do you consider while purchasing tyre?

a) Price [ ] b) Quality [ ]
c) Durability [ ]

11) Average period of purchasing tyre.

a) 3 Months [ ] b) 6 Months [ ]
 c) 9 Months [ ] 1 year & above [ ]

12) What are the major advantages you find in this brand?
a) Everything [ ] b) Nothing [ ]
c) Initial Mileage [ ] d) Smoothness [ ]

13) Are you satisfied with the design of this product?

Yes [ ] No [ ]

14) Are you satisfied with the out look and style of this product?
Yes [ ] No [ ]

15) What are the other services would you prefer from this brand?
a) Product knowledge [ ]
b) Door delivery [ ]
c) Monthly camp [ ]

16) What is the relationship do you have with this brand?

a) Regular [ ] b) Occasional [ ]
c) Special [ ] d) Rare [ ]

17) What are your opinions about J K TYRES?

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