A

PROJECT REPORT
ON

“SALES PROMOTION”
At

For the partial fulfillment of the award of

Bachelor of Commerce Administration

Submitted To Submitted by
MR. OMKAR CHATURVEDI SATEESH RAJAK
B.COM. - VI Sem.
 DECLARATION

I ATUL CHATURVEDI , student of MBA III Semester of IPS COLLEGE

OF TECHNOLOGY AND MANAGEMENT, GWALIOR hereby
declare that the project is my original piece of work and not the copy of any
such work undertaken by someone else, all the information , facts and figures
presented in the report are first hand in nature. They are actually based on my
intense efforts conducted in JK TYRE.

Date: ATUL CHATURVEDI

MBA III SEM

 CERTIFICATE

This is to certify that ATUL CHATURVEDI Student of MBA III Semester of

IPS COLLEGE OF TECHNOLOGY AND MANAGEMENT,
GWALIOR has completed his training of 45 days and this report is submitted
by his for the completion of the training requirement under my guidance and
supervision.

Date:

Place:
 ACKNOWLEDGEMENT

It is a great sense of satisfaction and a matter of privilege to me to work at JK

TYRE.

I wish to express my heartiest thanks Dr.VINOD BHATNAGAR (HOD

Management Deptt ) ,for providing me the opportunity to undergone training
in the esteemed organization under such a nice environment, systematic work
approach and target oriented task management of this division provided me with
much desired training experience needed for future.
I will be failing in my obligation of to not thanks my family for their
support and encouragement.

Date: LAKSHMAN SINGH KUSHWAH

MBA III SEM
 CONTENTS
CHAPTER-1
 Organisation at a glance
 Board of director
 Review of literature
 Sales promotion
 Objectives of the study
CHAPTER -2
 Research methodology
 Sample design
 Tools used for data collection
 Tools used for data analysis
CHAPTER-3
 Results And Discussion
CHAPTER-4
 Findings And Observations
CHAPTER-5
 Suggestions
CHAPTER-6
 Summary
CHAPTER-7
 Conclusion
 References
 Annexure
History of the organization & Objective

Introduction of JK TYRE
HISTORY & ORGANISATION

INTRODUCTION OF JK TYRE
JK Tyre is a leading exporter of tyres from India and roughly accounts for about 26%
of the total tyre exports from India (along with its associate Vikrant Tyres Limited)
maruti zen steel radials, bias tires for passenger vehicles, ultima XP steel radials

It is the first and only tyre manufacture in the world to receive the QS 9000 for
multilocation operations : World's first tyre manufacture to receive the ISO 9000 for
all its operations in one go. Also J.K Tyres is the first tyre company in India to receive
ISO 14001 in recognisition of its environmental management systems.

Today, JK Tyre's products compete with the best international players in the premium
international bias market in more than 55 countries in 6 continents . The exports
operate through a strong and dedicated distribution network, and our distributors are
fully supported by the company's technical team in terms of continued product
development to meet specific market needs. JK Tyre had obtained international
accreditation for its products in the US , Europe , South America and the Middle East.

J.K Tyre has been the recepient of various awards for exports for the last many years
for its commitment to offer superior performance standards & path -breaking
innovations. Recently , it was honored with ' The Special Export Award 2000-2001'
from Capexil, making it its fourth consecutive award from India's premier industrial
association . JK Tyre has also been recently recognised by Indian Trade Promotion
Organisation (ITPO) for being the largest tyre exporter to Latin America markets and
is the proud recepient of first-ever FOCUS LAC Award for the year 1999-2000. J.K
Tyres constant endeavor to deliver superior value to its customers and a sound
marketing strategy forms the foundation of this spectacularly consistent performance
on the international front.

While JK Tyre has maintained its consistency in its marketing and distribution
strategies for the export markets, it has also actively pursued development of new
superior products to adapt to specific requirements of the different markets . The
credit goes to the India's biggest in-house R&D centre, HASETRI (Hari Shankar
Singhania Elastomer and Tyre Research Institute) . This Centre for Rubber and Allied
Technology was eatablished at Jaykaygram, ISO/IEC Guide 25 & EN 45001.
Equipped with advanced testing facilities, it pursues excellence by evolving
technologies for superior product performance to reduce waste and pre-empt
consumer needs.

HISTORY OF J.K. TYRE

Excellence comes not from mere words or procedures. It comes from an urge to
strive and deliver the best. A mindset that says, When it is good enough, improve it.
It is a way of thinking that comes only from a power within." - H.S.Singhania

JK Tyre & Industries Ltd. is the flagship company under the umbrella of JK
Organisation

The advent of JK Organization on the industrial landscape of India almost

synchronizes with the beginning of an era of industrial awareness - an endeavor for
self reliance and the setting up of a dynamic Indian industry. This was way back in
the middle of the 19th century. And the rest that followed is history JK Organization
has been a forerunner in the economic and social advancement of India. It always
aimed at creating job opportunities for a multitude of countrymen and to provide
high quality products. It has striven to make India self reliant by pioneering the
production of a number of industrial and consumer products, by adopting the latest
technology as well as developing its own know-how. It has also undertaken
industrial ventures in several other countries.

JK Organisation is an association of industrial and commercial companies and

charitable trusts. Its member companies, employing nearly 50,000 persons are
engaged in the manufacture of a variety of products and in diverse fields of
commerce.

Trusts are devoted to promoting industrial, technical and medical research,

education, religious values and providing better living and recreational facilities.
With the spirit of social consciousness uppermost in mind, J.K. Organisation is
committed to the cause of human advancement

 1940 First in India to manufacture steel Bailing Hoops for jute and cotton and to
make the country self sufficient by meeting the entire demand-J.K. Iron & Steel
Co. Ltd., Kanpur
 1941 First in India to produce Aluminium virgin Metal from Indian Bauxite
Aluminium Corporation of India Ltd., Jaykaynagar
 1942 First in India to manufacture Engineering files- J.K. Engineers'Files,
Bombay in India to set up a continuous process Rayon Plant
 1949 First to manufacture a Hydraulically Operated Cane Crushing Mill for
Khandsari Sugar Plant and completed 100 ton plant-J.K. Iron & Steel Co. Ltd.,
Kanpur
 1950 First in world to set up a plant for production of Hydrosulphite of soda by
Sodium Amalgam Process- J.K. Chemicals Ltd., Bombay
 1959 First in India to produce Nylon-6 with its own polymerised raw material-
J.K Synthetics Ltd., Kota
 1960 First to produce Sodium Sulphoxylate Formaldehyde (Rangolite C of
Formosul) in India - J.K. Chemicals Ltd., Bombay
 1968 First to manufacture TV Sets in India- J.K. Electronics, Kanpur. First to
manufacture Metallic Cops for Synthetic Filament yarn industries in India-
Syntex tube works, Kanpur
 1970 First to manufacture Acrylic Fibres- J.K. Synthetics Ltd. Kota
 1971 First to develop differentially Dyeable Nylon- J.K. Synthetics Ltd., Kota
 1974 First in India to license Synthetic Fibre Technology to third party as well as
the first to manufacture Synthetic Fibre Machinery Fibretech Engineers &
Manufacturers, Dadri
 COMPANY PROFILE

JK Tyre & Industries Ltd is one of the leading automotive tyre manufacturers in India.
The company is engaged in manufacturing of automobile tyres, tubes and flaps. They
manufactures Radial and Bias 4-wheeler tyres for trucks, buses passenger cars, LCVs,
tractors etc. They sell their products under the brand name 'JK Tyre'. They have four
plants located in Rajasthan, Madhya Pradesh and Karnataka. The company has 134
sales, service and stock points located throughout the country. They have over 3,500
dealerships across India. The company's customer base covers virtually the entire
Original Equipment Manufacturers in India together with Replacement Market for
four wheeler vehicles, Defence and State Transport Units. Besides India, they have a
worldwide customer base in over 45 countries across all six continents. JK Tyre &
Industries Ltd was incorporated in the year 1951 as a private limited under the name
JK Industries Pvt Ltd. Until March 31, 1970, the company was engaged in the
managing agency business. Thereafter the company decided to undertake
manufacturing activities and obtained a letter of intent in February 1972 for the
manufacture of automobile tyres and tubes. The company name was changed into JK
Industries LTD with effect from May 24, 1974 consequent upon conversion of the
company into a public limited company. In the year 1974, the company entered into a
technical collaboration with General Tire International Co, USA, a subsidiary of
General Tire & Rubber Co, USA for technical services and sales agreement for the
supply of technical know how engineering and documentation for operational
facilities. In the year 1989, the company introduced several new patterns and sizes of
tyres including a semi-lug Nylon Truck tyre. In the year 1991, the company set up
Banmore Tyre Plant with a capacity of 5.7 lakh tyres per annum.
They launched radial tyres for tractors. In the year 1992, the company's international
division expanded their activities by opening their office in Moscow. In addition, they
set up a Research and Development center at HASETRI. In the year 1993, they
introduced new radial tyres namely, Brute and Ultima and in the next year, they
launched 'Jet Track-39' to meet the need of the heavy load market. In June 1997, the
company acquired 51% stake in Vikrant Tyres Ltd from Karnataka Government. They
launched India's first H-Rated tyre. During the year 1998-99, as per the Scheme
of Arrangement between the company and JK Drugs & Pharmaceuticals
Ltd, the pharmaceutical undertaking of
the company was transferred to and vested in JK Drugs & Pharmaceuticals Ltd with
effect from appointed date July 1, 1996. During the year 2002-03, as per the Scheme
of Arrangement and Amalgamation between the company, JK Agri, JK Sugar and
Vikrant Tyres Ltd, the agri-genetics undertaking of the company was transferred to
JK Agri, the sugar undertaking was transferred to JK Sugar and Vikrant Tyre Ltd was
amalgamated with the company. During the year 2004-05, the expansion of capacity
of Truck/ Bus Radials by 50% was completed. In addition, the expansion of the
passenger radial capacity was completed. In December 2006, as per the Scheme of
Arrangement and De-merger between the company and Netflier Technologies Ltd
(name since changed to Netflier Finco Ltd), the business of holding and dealing in
investments and some other assets and properties of the company and liabilities and
obligations thereof stood transferred to and vested in Netflier Finco Ltd. In addition,
Hansdeep Investment Ltd, Hidrive Finance Ltd, Panchanan Investment Ltd and Radial
Finance Ltd ceased to be the subsidiaries of the company.
During the year 2006-07, the company introduced a new tyre, offering high
mileage 'Jet One' and launched new Semi-Lug and Rib pattern Truck Radial tyres.
They also diversified into Special Application Tyres and commenced their exports. In
order to capture the brand 'JK Tyre' and their value in the name of the company, they
changed their name to JK Tyre & Industries Ltd with effect from April 2, 2007. The
company entered into an arrangement with BEML for supply of OTR tyres on a long-
term basis. In June 2008, the company acquired the controlling interest in Empresas
Tornel, S A de C V (Tornel), a company incorporated under the laws of Mexico, by
acquiring 100% of their equity capital for a consideration of USD 28.75 million.
Tornel has three tyre manufacturing plants in Mexico with a combined capacity of 6.6
million tyres per annum During the year 2008-09, the company doubled the capacity
of Truck/Bus Radial plant to 8.00 lakh tyres from 3.67 lakh tyres per annum at an
estimated project cost of Rs 315 crore. This has further strengthened JK Tyre's
commanding position in the fast growing Truck/Bus segment. The company has
undertaken a project for substantial expansion of their OTR tyre capacity at a capital
outlay of Rs 120 crore, which is expected to be completed by 2010.
Organisation Structure of - JK Tyre & Ind

Name Designation

Hari Shankar Singhania Chairman / Chair Person

Bharat Hari Singhania Managing Director

Swaroop Chand Sethi Whole Time Director

Arvind Singh Mewar Director

Govind Ballabh Pandey Director

T K Mukhopadhyay Director

Name Designation

Raghupati Singhania Vice Chairman & Mng.Director

Vikrampati Singhania Deputy Managing Director

Arun K Bajoria President & Director

Bakul Jain Director

Om Prakash Khaitan Director

Hence, JK Tyre's claim as No 1 tyre manufacturer in India is a perfectly valid and
correct statement. This also reflects ASCI's agreement to JK Tyre's viewpoint that
figures, as stated in the one's annual report, could actually be misleading and could
include revenues from non-tyre-related businesses also.
JK Tyre, pioneers of radial technology in India, is today India's largest manufacturer
of tyres in the four-wheel segment, including tyres for trucks and buses, LCVs,
passenger cars, jeeps, tractors, ADVs and OTRs. After 25 years of pioneering world-
class technologies in India, JK Tyre has recently launched the country's first eco-
friendly coloured tyres as well as steel-belted tractor rear radials.

b. Mission & Vision

Vision:
To be amongst the most admire companies in India committed to be excellence.

Mission:

a. Be a customer obsessed company

b. No.1 Tyre brand in India
c. Deliver enhanced value at all stakeholders
d. Most profitable Tyre Company in India
e. Enhance global presence through acquisition
f. Motivated and committed team development for high performance organization

c. Marketing Strategy

Strategic thinking is key to the evolution of successful marketing strategies of JK tyre.

This involves the following analyses:

i. Understanding markets: Strategic perspective of the market requires skilful

analysis of the trend and how they affect the market size and demand for the
firm’s product.
ii. Finding market niches: Price, service, convenience and technology are some of
the niches in Indian market.
iii. Product and service planning: Analysis of the customer’s promotion of the
brand, both of the firm and competitors, besides an analysis of the situation in
which the customer uses the product.
iv. Distribution: Structural changes in inventory management, mobile distribution
are some of the key factors that are going to affect the distribution process in the
Indian market.
v. Managing for result: With pressure on costs, prices, and margins, marketers will
have to make effective utilization of every rupee spent in marketing.

Market opportunity of JK:

 Identification of market opportunity is critical before the management of affirm takes
a decision to launch or diversify in any product area. This involves analysis of the
following:
 Size of the market
 Marketing strategies and the extent and quality of services rendered by other
firm in the industry.
 Market programmed required to satisfy market wants
 Identification of key success factors in an industry and linking them to a firm’s
strengths and weakness
Market opportunity
a. Size of the market
b. How well the market is served
c. Prospective inches
d. Marketing mix required to succeed
e. Core competencies required

Market Industry Competition

segment analysis analysis
analysis

Demand Trade
Conditions analysis

Market opportunity
a. Size of the market
b. How well the market is served
c. Prospective inches
d. Marketing mix required to succeed
e. Core competencies required

Framework of market opportunity analysis

Size of the market:
Sizes of the market are....
I. Demand analysis: is the core aspect of market opportunity.
 II. Segmentation analysis: is the process of dividing the market into homogeneous sub
units.
III. Industry analysis:

Entry Barriers: High

The entry barriers are high for the tyre

industry. It is a highly capital intensive
industry. A plant with an annual capacity of
1.5 million cross-ply tyres costs between Rs.
4,000 and Rs. 5,000 million. A similiar plant
producing radial tyres costs Rs. 8,000
million.

Bargaining Power of the

Buyers: High Bargaining Power of the
Suppliers: High

The OEMs have total control
over prices. In fact, the
OEMs faced with declining
profitability have also
reduced the number of
component suppliers to
make the supply chain more
efficient.
Inter Firm Rivalry: Low
The tyre industry in India is fairly
concentrated, with the top eight
companies accounting for more than
80% of the total production of tyres
The tyre industry consumes
nearly 50% of the natural
rubber produced in the
country. The price of natural
rubber is controlled by Rubber
Control Board and the
domestic prices of natural
rubber have registered a
significant increase in recent
times.

Threat of Substitutes: Low but

Increasing

During the FY2002, over 1,10,000 passenger

car tyres were imported. This constitutes
over 2% of total radial passenger car tyre
production in the country. However, with the
reduction of peak custom duty, the import of
tyres is likely to increase.

Industry Analysis - Porter's Model

iv. Competitor analysis: analysis of competition how well the market is served.
Marketing mix:

A Marketing mix is the division of groups to make a particular product, by pricing,

product, branding, place, and quality. Although some marketers[who?] have added other
P's, such as personnel and packaging, the fundamentals of marketing typically identifies
the four P's of the marketing mix as referring to:

1. Product
2. Price
3. Promotion
4. Place
SALES PROMOTION
.

Sales Promotion Tools

Many tools can be used to accomplish sales promotion objectives. Descriptions of

the main promotional tools are as follows;

Consumer Promotion Tools

The main consumer promotion tools are as follows;

 Samples:

They are offers of a trial amount of a product. It consists of inviting

prospective purchasers to try the product without cost or at a lower cost in the
hope that they will buy the product. Samples may be free or discounted.

 Coupons:

Coupons are certificates that give buyers a saving when they purchase a
specified product. Coupons can be mailed, placed in advertisements or
included with other products.

 Rebates:

Rebate is also known as cash refund offers. Rebates are offers to refund part
of the purchase price of a product to its customers who send a proof of
purchase to the manufacturer. These are like coupons except that the price
reduction occurs after the purchase and not at the point of sale.

 Price Packs:
 Cents-off deals or price packs offer consumers savings by way of reducing
prices that are marked by the producer directly on the package.

 Premiums:

These are the goods offered either free or at a low cost as an incentive to
buy a product. Premiums may be in-pack or on-pack (outside the pack).

 Prizes:

They are offers of chance to win something such as cash, trips or goods – by luck
or through extra efforts. Contests of talent and sweepstakes or draws the most
popular prize offering promotions.

 Tie-in Promotions:

Tie-in promotions involve two or more brands or companies that team up on

coupons, refunds or contests to increase their pulling powers.

 Cross Promotions:

Cross promotions involve using one brand to advertise non-competing brand.

 Advertising Specialties:

These are useful articles imprinted with an advertiser’s name, given as gifts to
consumers.
 Patronage Rewards:

They are cash or other awards for the regular use of company’s products or
services. They are values (in cash otherwise) that are proportional to one’s
patronage of a certain vendor or a group of vendors. They aim at building brand
loyalty.

 PoP Promotions:

Point of purchase (PoP) includes displays and demonstrations that take place at
the point of purchase or sale.
 Trade Promotion Tools

More money is spent by companies on trade promotion (58%) than on consumer

promotions (42%). The major trade promotion tools are as follows;

 Discounts:

It is also known as price-off or off-invoice or off-list. Discounts price cut off the
list price on a particular quantity purchased during a stated time.

 Allowances:

They are the amount offered in return for an agreement by the retailer to feature
the manufacturer’s products in some way; displays, advertising or otherwise.

 Free Goods:

Free goods are the extra merchandise offered to middlemen who buy a specific
amount of a product.
Companies also offer push money and specialty advertising items to the
middlemen.
 Business Promotion Tools

Companies spend huge amount on promotions focused on industrial consumers.

The major business promotion tools are as follows;

 Trade Shows and Conventions.

 Sales Contests.

Clearly, sales promotions play an important role in the total promotion mix. To use it
well, the marketer must define the sales promotion objectives, select the best tools,
design the sales promotion program, pretest and implement the program and evaluate
its results.
 Objectives of the study

 To find out market share of JK Tyres.

 To understand the marketing strategy of JK Tyres.

 To focus on the Marketing mix of JK tyre

 To evaluate the limitations of JK tyre.
 To analyze the customer’s needs regarding the product and policies formulated
by the company.
 To find out the brand image of JK tyre

Need for the study

Management is like a coin having two sides. One is the theoretical part and second is
the practical part. In the theoretical part of management we learn in our classroom
from the lectures, seminars, group discussions that are arranged from time to time.

To know the practical aspect of management a practical training is provided to the

students. The main idea behind practical training is to bring the management students
face to face with the actual environment of practical management so that he/ she will
be able to apply theory to practical situation before finally moving into the
professional world to show the efficiency and capability.

The project study focused on “JK tyre” as a product and the subject is to understand
the mind set of different customers about the product. Being a student of marketing
management, the inquisitiveness to peep on practical side of consumer perception
promoted in study.
 CHAPTER -2
RESEARCH METHODOLOGY
 REASEARCH METHODOLOGY
Objectives of study
The specific objectives set for sales promotions will vary with the type of the
target market. For consumer promotions, objectives include encouraging purchasing
of larger sized units, building trial among non-users and attracting switchers away
from the competitor’s brands. For trade promotions, objectives may include; including
retailers to carry new items and higher level of inventory, encouraging off-seasonal
buying, of-setting competitive promotions, building brand loyalty of retailers and
gaining entry into new retail outlets. The sales force promotions help in encouraging
support of a new product or model, encouraging more prospecting and stimulating
off-seasonal sales. But most importantly, sales promotion should be focused on
consumer relationship building

Title of the Study

The title of the study is – “A STUDY ON SALES PROMOTION JK

TYRE ”

Statement of the Problem

The project is mainly undertaken to study the sales promotional strategies at JK
TYRE. The intention of the study is to find what attributes needs further
improvement in order to make the product more preferable in the market.

The main aim of the study is to uncover new relationship and identify any problem
that may arise in future. Hence, exploratory research is been conducted. Exploratory
research as its name implies endeavors of exploring the possibility of doing research
on a subject where due to lack of existing knowledge framing and testing the
hypotheses is difficult. In today’s crowed marketplace where products and services
are touting themselves to be the best, it is vital to stand out in the crowd. The study
was undertaken to explore how a company or brand can ensure a store that stands out
and not get lost in the crowd.
 Limitations of the Study

Every study is bound by limitations and as such this is no exceptions.

1. “Change is Constant” rule of nature. Hence, the study undertaken may not
hold good for longer duration.

2. The study was conducted under the assumption that the information given by
the respondents is authentic.

3. The analysis and suggestion are given only with respect to marketing aspects
as technical suggestion with respect to the product could not be given.

4. Confidential matters were not disclosed by the company.

5. There were time constraints.

 Methodology of the Study
A variety of methods of study have been adopted by the researcher to fulfill the
objectives of the study.

 In order to have a better grasp of the study, the researcher chose to become
a keen observer, studying the various aspects of the organization.

 To have a broader perspective of the study, the researcher attended the

Lifestyle Exhibition at Palace Grounds wherein the products of JK TYRE.
were displayed.

 In order to fund out the market realities, the researcher visited the
showrooms of certain companies having almost similar product profile as
that of JK TYRE. To name a few Quezel, Veneto Cosines, Trident Inter
Wood, etc.

 With a view to understand the crunch of the matter and to find out the
ground realities, the researcher formed a schedule specifically for the set of
respondents. The researcher met the respondents personally, interviewed
them and made them to fill the questionnaire.

The researcher has done the research in the following manner;

a) Type of the research undertaken is analytical.
b) Technique used is random sampling.
c) Sample size taken is 30.
d) Sources of data used include both primary as well as secondary data.
e) Tool used for the research is questionnaire.
f) Plan of analysis are tables and graphs.
 Data Collection Methods

In this study, the foremost data collection instrument used is the questionnaire
method. The questionnaire has been designed with both open ended and closed ended
questions. Apart from this, the research instrument consists of primary and secondary
data collected for the study.

Primary Data:
Here first hand information is obtained by distributing printed questionnaire to the
marketing executives of the company. Data was also obtained from the observation
and interview technique adopted by the researcher. Moreover, information was
disseminated by the departmental heads.

Secondary Data:
Here the information is obtained from the brochure of Ferror Dek, books, websites,
newsletter, journals, magazines, newspapers, etc.
 DATA INTERPRETATION

6 wheelers
Table showing market share in RIB tyres

NAME OF COMPANY NO. OF TYRES PERCENTAGE SHARE

APOLLO 40 17%
BIRLA 15 7%
BRIDGESTONE 1 0%
CEAT 57 25%
CHINA 5 2%
JK 100 43%
MRF 14 6%
OTHERS 0 0%

Fig-3.1(a)

Interpretation: From the above table it is shown that in Rib tyre segment JK is the
market leader with 43%, followed by CEAT with 25% market share, APOLLO with
17%, BIRLA with 7%, MRF with 6%, CHINESE with 2% and BRIDGESTONE &
others with 0% of market share.
Exhibit-3.2
Table showing Market share in LUG tyre

NAME OF COMPANY NO. OF TYRES PERCENTAGE SHARE

APOLLO 73 16%
BIRLA 57 12%
BRIDGESTONE 0 0%
CEAT 157 34%
CHINA 25 5%
JK 111 24%
MRF 43 9%
OTHERS 2 0%

Interpretation: From the above table it is shown that in lug tyre segment CEAT is the
market leader with 34% followed by JK with 24%, APOLLO with 16%, BIRLA with
12%,MRF with 9%, CHINESE with 5%,and others with 0%
Exhibit-3.3
Table showing Total market share(6 WHEELERS)

Table-3.3

NAME OF COMPANY NO. OF TYRES PERCENTAGE SHARE

APOLLO 109 16%
BIRLA 72 11%
BRIDGESTONE 1 0%
CEAT 214 31%
CHINA 30 4%
JK 211 30%
MRF 57 8%
OTHERS 2 0%

From the above table it is shown that in tyre segment(6 wheelers) CEAT is the
market leader with 31% followed by JK 30% ,APOLLO with 16% BIRLA with 11%,
MRF with 8%, CHINA with 4% and others are 0%.
Exhibit-3.4
Table showing Total market share(10 WHEELERS)

Table-3.4

NAME OF COMPANY NO. OF TYRES PERCENTAGE SHARE

APOLLO 151 10%
BIRLA 134 9%
BRIDGESTONE 6 0%
CEAT 186 13%
CHINA 375 26%
JK 473 32%
MRF 124 9%
OTHERS 11 1%
From the above table it is shown that in tyre segment(10 wheelers) JK is the market
leader with 32% followed by CHINA 26% ,Ceat with 13% APOLLO with 10%, Birla
with 9%, MRF with 9% and others are 1%.

From the above table it is shown that in tyre segment(10 wheelers) JK is the market
leader with 32% followed by CHINA 26% ,Ceat with 13% APOLLO with 10%, Birla
with 9%, MRF with 9% and others are 1%.
Exhibit-3.5
Table showing market share in RIB tyre(10 WHEELERS)

Table-3.5

NAME OF COMPANY NO. OF TYRES PERCENTAGE SHARE

APOLLO 52 18%
BIRLA 36 12%
BRIDGESTONE 0 0%
CEAT 42 14%
CHINA 13 5%
JK 111 38%
MRF 31 11%
OTHERS 7 2%

From the above table it is shown that in RIB tyre segment(10 wheelers) JK is the
market leader with 32% followed by APOLLO 18% ,Ceat with 14% APOLLO with
18%, MRF with 11%, CHINA with 5% and others are 2%.
Exhibit-3.6
Table showing market share in LUG tyre(10 WHEELERS)

Table-3.5

NAME OF COMPANY NO. OF TYRES PERCENTAGE SHARE

APOLLO 99 9%
BIRLA 98 8%
BRIDGESTONE 6 1%
CEAT 144 12%
CHINA 362 31%
JK 362 31%
MRF 93 8%
OTHERS 4 0%

From the above table it is shown that in LUG tyre segment(10 wheelers) JK &
CHINESE ARE the market leaders with 31% each followed by CEAT 12% ,APOLLO
with 9% BIRLA & MRF with 8% each, and others are 0%.
 CHAPTER- 3
RESULTS & DISCUSSION
RESULTS AND DISCUSSION

The project surfers from the following limitations due to the inherent and restrictive
nature of the study undertaken:

 Due to constraints of time, money and other resources applicable to

this study.
 This study is confined to only a few specified areas of and is not
comprehensive study of the customers of JK tyre all over
GWALIOR
 This study is restricted only to sample space chosen for the study.
 The areas covered under the surveys are: Transport Nagar, Purani
Chhavni, Hanuman Parking, Kansana’s Premises.

 The sample size of 100 respondents was too small for generalization.
 The survey was restricted only to GWALIOR.
 The duration of the study is only 45 days, due to the reason the study
may not give full fledged information to the Media Planning Group.
 Some of the respondents were reluctant to give the right information.
CHAPTER -4
FINDINGS
 FINDING AND OBSERVATION
 Heavy range of products
 Brand awareness
 Best promotion by display.
 Advertisement.
 Effective margin for delaers.
 Brand image of radial tyres
 Lack of co-ordination of the demand put forth by dealers and the supply of
appropriate tyres from the plant.
 The offerings given by the company are not enough for the business partners
to make the market operating rates competitive
 The supply of truck radial tyres is not in proportion to the demand
 Mode of councelling is not co-operative.
 Monetory rewards are not given.
 Food quality for the employees are not good.
CHAPTER- 5
 SUGGESTION

First of all what Idea need to do is to improve its image among its own
customers. Its churn rate is high so it needs to retain its existing customers
along with acquiring new customers because it’s old customer who brings
revenue for the company. So Idea needs to focus on its existing customer
base because the churn rate in telecom industry is increasing at an alarming
pace and the reason for it is the fierce competition. As is doing now, calling its
ex-customers and asking for the reasons for leaving JK because it has
realized the problem of churn. So Idea also need to focus on this thing.

Idea should work on its connectivity; its connectivity is not up to the desired
mark. It’s the connectivity of the service provider that decides the quality. Idea
also needs to improve the customer care service. Idea is able to start new
VAS in the past but presently few customers use these VAS. So it needs to
keep coming with new attractive Value Added Services. And the reason for
that is the future of the mobile telephony that lies in Value Added Services.
They will bring the revenues for the telecom companies

Other thing Idea can do is to introduce attractive Value Added Service that are
possible at this point of time. 3G is almost reached and Airtel is starting IP TV.
So Idea can take this as an eye-opener. Idea can start applications like Mobile
Magazine, Mobile Learning, Mobile Marketing, Mobile Social Networking,
Mobile Blogging and Music Downloads etc. because these are very potential
services which can generate huge revenues for the company.
 CONCLUSIONS

The research shows that the JKTYRE Ltd. has a low image among its own customers.

They are not fully satisfied with the service they are getting and customer satisfaction

is the base for any company to survive. The main reason for choosing a service

provider is connectivity and Idea is not meeting the expectations of the customers on

this front.

JK TYRE is not able to retain its customers as compared to other service providers. The

churn rate for Idea Cellular is high and it has maximum of new customers as

compared to other service providers. And it’s a satisfied old customer who spends

more money than a new one. Monthly spending by Idea users is less than the other

players.

The future of the mobile companies lies in Value Added Services, these services will be

the revenue generator in the future. Idea customers pay more attention to Value

Added Service related messages than other customers. Unless a customer know about

something how can he use it.

Survey shows that the customer portion that doesn’t use any VAS for Idea is very

large. The main VAS used by Idea as well as generally are Dialer tones and Ringtones.

The money spent on VAS by Idea customers is lower than the general customers.
 BIBLIOGRAPHY

NAMES OF BOOK:
Marketing management, Rajan Saxsena
Marketing management, Philip Kotler
www.indiacar.net
www.jktyre.com
www.businessstandard.com