CHAPTER 1 INTRODUCTION

APOLLO TYRES Apollo Tyres Ltd, with its corporate headquarters in Gurgaon, India, is in the business of manufacture and sale of tyres since its inception in 1972. Over the years, the company has grown manifold, establishing its footprint across the globe.

The company has manufacturing presence in Asia, Europe and Africa, with 9 modern tyre facilities and exports to over 118 countries. Powered by its key brands Apollo, Dunlop (brand rights for 32 African countries) and Vredestein, the company offers a comprehensive product portfolio spread across passenger car, light truck, truck-bus, off highway and bicycle tyres, retreading material and retreaded tyres. At the end of its financial year on March 31, 2012, Apollo Tyres had clocked a turnover of US$ 2.5 billion, backed by a global workforce of approximately 16000 employees. Apollo Tyres Ltd is traded in India on the Bombay, National and Kochi Stock Exchanges, with 56.63% of shares held by the public, government entities, banks and financial institutions as on June 30, 2013

Apollo Tyres Ltd is the world's 17th biggest tyre manufacturer, with annual consolidated revenues of Rs 121.5 billion (US$ 2.5 billion) in 2011. It was founded in 1976. Its first plant was commissioned in Perambra, Kerala. The company now has four manufacturing units in India, one in South Africa, two in Zimbabwe and 1 in Netherlands. It has a network of over 4,000 dealerships in India, of which over 2,500 are exclusive outlets. It gets 59% of its revenues from India, 28% from Europe and 13% from Africa. Apollo tyres were awarded the FICCI award among large industries category for the best Quality systems. It is planning to become the 10th biggest tyre manufacturer in the world with annual revenues of $6 billion by 2016. On 12 June 2013, it is reported that Apollo Tyres Ltd would buy US-based Cooper Tire & Rubber Company for about $2.5 billion in a deal that would make it the world's seventhlargest tyre maker.
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Apollo's cash offer of $35 per share represents a premium of about 43 percent to Cooper's share price on the New York Stock Exchange. Apollo Tyres, which does not currently operate in the United States, gets two-thirds of its revenue from India. The acquisition of Cooper, the world's 11th biggest tyre company by sales, will give Apollo access to the US market for replacement tyres for cars and light and medium trucks

History
Apollo Tyres straddles the Indian tyre industry much like the Greek Sun God Apollo's four horse-drawn chariot races across the vast expanse of the sky, symbolising the creation of light, hence knowledge and truth. And like the Greek charioteer, Apollo Tyres has stood the test of time on the four pillars of vision, integrity, quality and sheer determination. The history of Apollo Tyres dates back to 1974 when it was incorporated as a company in Cochin, Kerala through the purchase of a licence from the Ruby Rubber Works. Cochin by Mr. Mathew T. Marattukalam, Jacob Thomas and his associates. In 1976, the company was taken over by Dr. Raunaq Singh. Apollo's first manufacturing facility (often referred to as the 'mother plant') is in Perambra, Cochin where production commenced in 1977 with an installed capacity of 420,000 each of tyres and tubes. The first 20 years of the company's existence were not easy. Those were times when licences and quotas ruled the world of manufacturing in a market dominated by multinational companies with access to technology and machinery and deep pockets.

Therefore, soon after its inception, due to the huge investments required, Apollo wiped out its net worth and became a BIFR company during the Emergency years. However, Apollo Tyres was returned to its owners during the Janata Government. Apollo then used to make the entire gamut of tyres required for scooters, bicycles, trucks and cars. However, the then core team, led by Onkar Singh Kanwar, realized that to make an impact in the market and become financially viable it had to become a dominant player in the
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commercial vehicles segment. At the time, Modi Tyres had an overwhelming market share and reputation. Extensive on-ground research by the team allowed it to understand the areas in which Apollo could make an impact. The philosophy then was 'one product fits all', where regardless of the kind of usage, the tyres truckers fitted on their vehicles were the same. Team Apollo decided to known as the 'overload' segment and produce tyres which could withstand the extra load the vehicles were made to carry, while providing drivers with the crucial safety net. It was a tyre called the Hercules which was the first of its kind. Later, products like Amar, Loadstar and XT-7, XT-9 and XT-9 Gold were introduced, products still enjoy consumer validation. In fact, XT-9 is the only tyre in India to have sold more than one crore units, providing the superiority of the product.

In later years, there have been many such first in Apollo's cap. Apart from enjoying the distinction of being the first tyre company to segment the market on the basis of load and mileage requirements, it has been the first to introduce packaging for car tyres and tubes and also the very first Indian company to introduce farm radial tyres. n other innovative moves, Apollo is the first tyre company to run customer loyalty and awareness programmes to enable them to derive optimal benefits from their Apollo farm tyres, and also the first to launch exclusive rural retail stores 'Apollo Tyre World' for truck tyres. Apollo tyres Ltd. has another first to its credit being the first Tyre Manufacturing Company Worldwide to be certified for B7799 given for information security of IT systems. Another landmark has been the successful implementation of SAP across the organisation for better results and productivity. First Indian tyre company to launch exclusive branded outlets -- Apollo Tyre World-- for truck tyres First Indian tyre company to segment the market on the basis of load and mileage requirements First Indian tyre company to introduce packaging for car and two-wheeler tyres and tubes First Indian tyre company to run a customer loyalty programme

First Indian tyre company to introduce radial tyres for the farm category First tyre company in India to obtain ISO Certification for all its operations First Indian tyre company to produce H, V and W-speed rated tubeless tyres First Indian tyre company to run HIV-AIDS awareness and prevention clinics for the trucking community First Indian tyre company to support the creation of an Emergency Medical Service in an Indian city First Indian tyre company to execute an overseas acquisition First Indian tyre company to reach a revenue of over US$ 1 billion 1975 Inception 1975 Registered as a company 1977 First plant commissioned in Perambra (Cochin, Kerala) 1991 Second plant commissioned in Limda (Baroda, Gujarat ) 1995 Acquired Premier Tyres in Kalamassery (Cochin, Kerala) 1996 Exclusive tubes plant commissioned in Ranjangaon (Pune, Maharashtra) 2000 Exclusive radial capacity established in Limda 2000 Established Apollo Tyres Health Care Clinic for HIV-AIDS awareness and prevention in Sanjay Gandhi Transport Nagar, Delhi 2003 Expansion of passenger car radial capacity to 6,600 tyres/day 2004 Production of India 's first H-speed rated tubeless passenger car radial tyres 2004 Support in setting up India 's first Emergency Medical Service in Baroda , Gujarat 2005 Apollo Tyres Health Care Clinics in Udaipur in Rajasthan and Kanpur in Uttar Pradesh 2006 Expansion of passenger car radial capacity to 10,000 tyres/day 2006 Expansion of passenger car range to include 4x4 and all-terrain tyres 2006 Acquired Dunlop Tyres International in South Africa and Zimbabwe 2006 Opening of Apollo Tyres Health Care Clinic in Ukkadam, Tamil Nadu 2006 Launch of DuraTread, treading material and solutions 2006 Launch of India's first range of ultra-high performance V and W-speed rated tyres
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2007 Launch of Regal truck and bus radial tyres 2008 New plant at Chennai, Tamil Nadu, India In 2009, Apollo Tyres acquired the Netherlands-based tyre maker Vredestein Banden B.V. (VBBV) for an undisclosed sum from Russia's bankrupt largest tyre manufacturer Amtel-Vredestein NV. 2013 Disposed of the Dunlop brand in Africa along with most of the South African operation in a sale to Sumitomo Rubber Industries of Japan. 2013, Apollo is set to acquire the US based Cooper Tire & Rubber Co. which is expected to be completed at the end of the year.

The Future
At Apollo Tyres, they believe in being in control of their destiny. They set ambitious targets and believe in stretching themselves to outperform them. Therefore, the leadership position in the Indian market notwithstanding, Apollo is now set to look overseas for new challenges. Nearly all initiatives being taken at this point in time are geared to fuel this ambition.

At home and abroad, Apollo is looking to not only consolidate its leadership position in various segments through newer, high technology products but also through consistent organic and inorganic growth opportunities, in tyres and allied products. Becoming a leader in the passenger car tyre segment is a priority as is the export of passenger car radials. If the company continues to grow at the current pace, Apollo expected to reach the US$1 billion mark in less than five years. Continuous focus on cost control and operating efficiency remains the hallmark of the company.

Adding to all this is the fact that radialisation in India is throwing up fresh opportunities, as is the boom in road infrastructure and the completion of the Golden Quadrilateral and the North-South-East-West corridor. Therefore the future is optimistic with promises of a virtuous cycle of growth.

Apollo has three tyre manufacturing facilities and one unit for the production of tubes and flaps in four locations based in West and South India. Apollo endeavour has been to have the
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widest spread of sales and regional offices, along with stock points at locations which allow for maximum customer reach and efficient supply chain management. Apollo dealer or business partners are also chosen with great care. Apollo's products are sold through a combination of outlets ranging from exclusive dealerships to multi-brand and branded retail outlets. The continuous upgradation of dealer knowledge is in Apollo's interest and therefore their training is undertaken by the company. With a dedicated field sales, technical and commercial force of 600, we feel that we are best positioned to meet the customer specific needs.

Research and Development for Apollo Tyres

The state-of-the-art Research & Development Centre had its birth at Perambra, Cochin and later on, it has grown to a substantial height and stature at its present location at Limda, Baroda. From the hour of inception, its goal has been to foster development and promote the evolution of new technologies in the field of Tyre Science & Technology. Recently company has tie ups with IIT's & IIM's for Rubber Technologies.

All the activities of the centre are extensively supported by a series of highly sophisticated equipment, which help the research scientists develop products as per customers' specific requirements.

QUALITY AT APOLLO TYRES

For a capital intensive industry like tyre manufacturing, technological developments are of paramount importance. Not only do the quality control teams at Apollo ensure that required standards are adhered to, but with the drive and the passion that forges across boundaries, the technical expertise of Apollo's personnel is constantly setting new benchmarks for the industry. Multiple quality driven initiatives are under progress, some of which are being continued from previous years. At this time, Process Maturity, Small Improvement Projects/QC and ISO/TS 16949 certification have started taking shape and giving results. Improved quality on the shop floors is evident form the fact that27 shop floor teams were recognised in various external competitions (including CII and QCFI) in 2007, as against, 11 in 2006 and 3 in 2005. Meanwhile, over 250 Small Improvement Projects have been
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completed, and another 200 are in various stages of completion. Extensive employee involvement and contribution to operational efficiency has already been witnessed. Multiple OE audits were accomplished successfully with appreciation received from auditors for good practices. The Six Sigma initiative made significant headway this year, bring in financial savings of Rs 134.07 million from both Black Belt and Green Belt projects. 20 Black Belts and 17 Green Belts were trained in this year completing one project each. Next year, 11 more Black Belts and 40 more Green Belts are planned to be trained. Quality control and enhancement initiatives also resulted in significant improvements in manufacturing processes. All manufacturing units have improved significantly towards manufacturing excellence as indicated by improvement in scores (PQA) by 60% compared to last year. Efforts are on to take Apollo Tyres to a high level of manufacturing excellence, benchmarking the company to enhance Apollo's core brand value. Marketing, Service & Distribution Besides the product, there is another very important contributor that bridges the journey for the product from the production unit to its final destination. Through our network of marketing and distribution service, we strive to constantly keep the customer in the loop regarding the latest developments at our end. Our marketing efforts reinforce the unstoppable journey that Apollo Tyres has set out on, and invites the people to join us on our passionate trail.

Bringing a 360 experience to the commercial vehicle customer India's first branded re-treaded tyre Apollo Dura Tyre was launched in May 2007. In contrast to the current low-technology, small-scale operation, offering no warranties on the product, Apollo's Dura Tyre, manufactured at Apollo's green field manufacturing unit in Kundli, Haryana, India, is a branded, high technology, warranty product, which gives a performance comparable to a new tyre.

To ensure proximity to the commercial vehicle customer, Apollo's marketing team plans to set up 4-5 similar facilities at locations close to large transportation hubs. Given the time constraints commercial vehicle customers operate under, the increased use of multi-axle vehicles and our improved highway infrastructure, Apollo's Dura Tyre comes at just the right time. At the automated Kundli plant, mono-rails are used to transport the tyres, which ensures

standardisation of the product and each casing is put through a scanning process to ensure that Dura Tyres are manufactured with only the best quality casings.

In the initial phase, Apollo is looking at North India as the key market, and will gradually take Dura Tyre across India as production volumes increase. In two year's time, we are looking at a turnover of Rs 500 crores (Rs 5 billion) from Dura Tyre. With the Dura Tyre, Apollo Tyres has become the only Indian tyre Company to offer the commercial vehicle segment a 360 product portfolio cross-ply and radial tyres, rethread material or pre-cured tread rubber, and now rethreaded tyres.

The full Regal TBR range is introduced With the unveiling of the Regal brand truck and bus radial tyres Transport RS (front axle) and Transport RD (drive or rear axle) The Apollo team brings home a renowned, international brand of radials. Always working to deliver better technology and greater performance to their customers, the Regal brand which was being produced in Apollo's manufacturing unit in Dunlop, South Africa, is now also rolling out of Baroda, India. Used extensively in Africa, Europe and Australia, the Regal Transport is the sole tyre used for entire fleet of vehicles of some of the major commercial fleet owners.

Tested extensively in Indian conditions for six months, the Regal Transport radial tyres are clear leaders providing higher mileage, generating lower heat and saving fuel. Due to the use of a specially designed tread compound, they also provide better steering response and traction as well as a higher number of re-treading cycles meaning a longer road life.

In tune with the Company's culture of Care for Customers, Apollo Tyres has put in place a dedicated team of techno-commercial experts, called Forza, to work in unison with Apollo's radial tyre customers to bring down their operating costs. Since the correct load and application in the radial commercial segment is important for consumers to extract full benefit, the Forza would be the 'expert tyre consultants' available to ensure that customers do attain the benefit that radial tyres are expected to bring.

ASPIRE - INDIAS FIRST 19 PASSENGER CAR TYRE

Apollo's zest for excellence once again made a landmark contribution to technology with the launch of India's first W-speed rated (safe up to 270 km per hour) directional tyres Aspire. Vehicle designer Dilip Chhabria exclusively created a car complimenting the new product and naming it the same. Always caring for the customer, Aspire is Apollo's creation for the discerning car enthusiasts, to be used on premier models like the Mercedes E and C Class, Audi A6 and A4, Toyota Camry, Skoda Superb, Laura and Octavia and the Honda Accord. Marketed through a handful of select high end tyre dealers across the country, the Aspire will be delivered only against customer bookings. This marketing strategy is another first in the Indian tyre industry. Only those dealerships capable of providing the highest levels of after sales service will be hand-picked in India. Production of the Aspire will commence soon at Apollo's Limda plant in Gujarat, with Europe and South-East Asia as the key export markets. The 100% silica compound used for the Aspire makes it ecological, fuel efficient with low rolling resistance. Other features of the Aspire include a directional tread pattern, low aspect ratio of the sidewalls and excellent braking, traction and handling. Like the Apollo Acelere Sportz, the Aspire too was tested extensively at the ATP proving grounds in Papen burg (a DaimlerChrysler test facility), where it outperformed chosen benchmark in wet conditions.

CHAPTER 2

ANALYSIS I
MARKETING STRATERGY
Strategic thinking is key to the evolution of successful marketing strategies of APOLLO tyre. This involves the following analyses:

(a) Understanding markets: Strategic perspective of the market requires skilful analysis of the trend and how they affect the market size and demand for the firms product.

(b) Finding market niches: Price, service, convenience and technology are some of the niches in Indian market. (c) Product and service planning: Analysis of the customers promotion of the brand, both of the firm and competitors, besides an analysis of the situation in which the customer uses the product distribution are some of the key factors that are going to affect
the distribution process in the Indian market.

(ii) Managing for result: With pressure on costs, prices, and margins, marketers will have to make effective utilization of every rupee spent in marketing.

Market opportunity of Apollo tyres:Identification of market opportunity is critical before the management of affirm takes a decision to launch or diversify in any product area. This involves analysis of the following:

Size of the market Marketing strategies and the extent and quality of services rendered by other firm in the industry. Market programmed required to satisfy market wants

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Identification of key success factors in an industry and linking them to a firms 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

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 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

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Product
A tangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products are often service based like the tourism industry & the hotel industry. Typical examples of a mass produced tangible object are the tyre. A less obvious but ubiquitous mass produced service is a computer operating system.

Price
The price is the amount a customer pays for the product. It is determined by a number of factors including market share, competition, material costs, product identity and the customer's perceived value of the product. The business may increase or decrease the price of product if other stores have the same product.

Place
Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet.

Promotion
Promotion represents all of the communications that a marketer may use in the marketplace. Promotion has four distinct elements - advertising, public relations, word of mouth and point of sale. A certain amount of crossover occurs when promotion uses the four principal elements together, which is common in film promotion. Advertising covers any communication that is paid for, from television and cinema commercials, radio and Internet adverts through print media and billboards. One of the most notable means of promotion today is the Promotional Product, as in useful items distributed to targeted audiences with no obligation attached. This category has grown each year for the past decade while most other forms have suffered. It is the only form of advertising that targets all five senses and has the recipient thanking the giver. Public relations are where the communication is not directly paid
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for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an important role in word of mouth and Public Relations. Broadly defined, optimizing the marketing mix is the primary responsibility of marketing. By offering the product with the right combination of the four Ps marketers can improve their results and marketing effectiveness. Making small changes in the marketing mix is typically considered to be a tactical change. Making large changes in any of the four Ps can be considered strategic. For example, a large change in the price, say from $19.00 to $39.00 would be considered a strategic change in the position of the product. However a change of $131 to $130.99 would be considered a tactical change, potentially related to a promotional offer.

The term "Marketing Mix" however, does not imply that the 4P elements represent options. They are not trade-offs but are fundamental marketing issues that always need to be addressed. They are the fundamental actions that marketing requires whether determined explicitly or by default.

SOWT ANALYSIS STRENGTHS

While taking fresh strides, Apollo Tyres has continued to maintain its lead in the market within the dominant segment of truck and bus tyres within the Indian tyre industry. The Company has established a state-of-the-art plant in Baroda. Quick response to changes in market conditions and product profiles has resulted in superior product innovation and technical expertise. The Company's marketing initiatives have resulted in a strong brand recall, even in the price sensitive tyre market. Aiding these efforts is an extensive distribution network. A progressive leadership has given direction to all the different aspects of the establishment, from the sourcing of raw materials to a global presence through the acquisition of Dunlop Tyres International (Pty) Ltd in South Africa. Economies of transportation cost are
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a constant benefit to the company on account of proximity to the natural rubber growing belt. With a move into the international arena, Apollo Tyres not only has access to global sources of raw materials, but can also follow and maintain global quality standards and international process and system certifications. Within its physical boundaries, the Company propagates extensive use of information technology systems, so as to hasten the flow of information and leverage opportunities across its multiple locations in India and South Africa.

WEAKNESSES

Apollo Tyres has no presence in the two and three wheeler segments. The capital intensive nature of the business in this segment also has its drawbacks. The non availability of APOLLO tyres in rural towns is also a draw back which leads the competitors to enter in the market with their own product.

OPPORTUNITIES

The national thrust in road infrastructure and construction of expressways and national highways presents a range of opportunities for the tyre industry and Apollo Tyres aims to make the most of these. Creation of road infrastructure has given, and will increasingly give, a tremendous fillip to surface transportation in the coming years. The tyre industry will continue to play an important role in this dynamic and evolving situation. Apollo's leadership position in the commercial vehicle segment will enable the company to leverage new and related business opportunities. We have already started leveraging these opportunities to our benefit with our new product segments like Truck/Bus Radial (TBR), Off-The-Road (OTR) tyres, re treading and allied automotive services. Growth within India also supports the Company's aim to be a leader in the global industry and partake in overseas markets like Europe.

THREATS There is a need to prepare for imports from neighbouring countries at competitive prices, which have been raising in the recent past as well the ever present challenge of raw material price volatility.
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PEST ANALYSIS
POLITICAL: Government level, it seems that some ambiguity exists. It also seems that measures to regulate the waste - including post-consumer tires - are the main one being set up as "reflex reactions, and with an eye toward securing political capital. This means that awareness and ways to tackle a simple waste question will be preferred solutions' low-key, and perhaps more effective. Once in service, plants or processes such as these may well be kept running to a "net deficit of the environment "to avoid political embarrassment - even if this results in the poaching" of raw materials from the waste conversion options ahead of the hierarchy. The goal now seems to be much on reducing vehicle use, as opposed to the optimal use of scarce resources. Producer responsibility has so far ignored the tire industry, which is treated as a part of automobile manufacturing as a whole. However, it moves to incorporate this fact concept in legislation, safeguards should be established for "blocks" the proportion of discarded casings for retreading - and also how these would be shared between the manufacturer's own tire retreading operations in-house and independent retreading facilities.

ECONOMIC: The Indian tyre industry accounts for around 5% of the global demand as well as global supply of tyres. Domestic tyre industry has witnessed a remarkable recovery in FY10, after a slowdown in FY09. This growth was driven by strong revival in automobile demand on the back of resurgence in economy, rise in employment levels, and easing of interest rate scenario. Although strong demand growth is an encouraging scenario for the domestic industry, rising imports has become key concern factor off late. On an average, 55% of the production is for replacement market, followed by 29.8% sold to OEMs directly and the remaining is exported.

SOCIAL: In terms of procurement, corporate fleet and transport managers are very low in organizational hierarchy. There is now a "blame culture" which tends to mitigate against any risks. So in terms of "packaging", supported by the financial benefits adherence to proven safety standards and quality would be required to overcome resistance. Although private consumption is more sensitive to environmental issues than ever only a small minority will

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actually make purchasing decisions based entirely on these criteria. However, "the image of the environment" could provide a justification for the purchase, if supported by safety and appropriate quality assurance standard. In a twist of others on the same topic, consumers as residents and special interest groups - are more willing to get involved in environmental issues to a policy level.

TECHNOLOGY: R&D: Most of the major players do not engage in basic research due to the high costs involved. The source of technology for the domestic firms has been through reverse engineering, joint ventures and collaborations. The emphasis given by Indian tyre companies to applied research and the setting up of well-equipped in-house R&D centers by the companies, which are manned by experts and experienced professionals, have also helped in technology upgradation. Indian tyre technology has exhibited versatility in maintaining inflow of technology through foreign collaborations and tailoring the same to Indian needs. R&D is essentially business or market driven. The emphasis given by Indian tyre companies to applied research, the setting up of well-equipped in house R&D centres by large tyre companies, manned by experts and experienced professionals have also helped in technology upgradation. Indian tyre technology has exhibited versatility in maintaining inflow of technology through foreign collaborations and tailoring the same to Indian needs.

Automation: The production system in the Indian tyre industry has been traditionally very labour intensive. The firms have been resorting to automation in order to tackle problems related to labour unionization and indiscipline in the sector. The rationale provided by the firms for the increasing drive towards automation of the manufacturing facilities has been that high quality and uniformity of the final product usually cannot be guaranteed with a labour intensive process

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Strategies: APOLLO TYRES

1. Understand Competitor Strategies and other Policies 2. Market Research (consumer analysis) 3. New Product Development (R & D) 4. More focus on company's internal & external environment 5. Diversification on the Basis of Area

Future strategies: 1. They should Focus more on Exports as it even get more foreign exchange to the Country. 2. They should try to give more of After Sales to the Customer. 3. Eg:-Warranty up to 25,000 Kilometers 4. Should attract customers with various Offers & Promotions

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CHAPTER 3

ANALYSIS II

RESEARCH
Research is a Purposeful investigation. It is a scientific and systematic search for knowledge and information on a specific topic. Research is useful and Research objective can be achieved if it is done in Propose Process.

METHODOLOGY
The word Methodology spells the meaning itself i.e. the method used by the researches in obtaining information. The data (Information can be collected from the Primary sources and Secondary sources.) By Primary data we mean, data collected by researches himself, for the first time to collaborate, the data which has previously not been used, is known as primary data; by secondary data we mean, the data collected from various Published matters, a magazine, newspapers status of previous research reports etc. In other words we can say that the data which has already been used for different purposes by different People is known as secondary. Primary data can be collected through questionnaire and personal interviews .As for as my research concern it is limited to customers only that is why I met customers personally. Secondary data are collected from the various books, journals, news papers editorial, expert suggestions, web sites and internet etc.

RESEARCH METHODOLOGY
Research Methodology is a Process to Systematically Solve the research Problem and the Procedures to achieve Research Objective. It covers various steps adopted by the researches like research design, the sampling procedures, the data collection method and analysis Procedures.

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RESEARCH DESIGN
This is the comprehensive master plan of the study undertaking given the general statement of the method used and procedure followed. It help the researcher to insure that the requisite data, in accordance with the topics of the study of all the aspects of corporate management, it will also be consist of detail understanding all the competitive TYRE MARKET. It is a kind of study, which is undertaken when the researcher is interested in knowing to which vending machine is operating and tries to take an appointment so that I can explain about my product. The purpose of this study is to insure about the which type of vending machine is installed in the company. Thus, the research design used for study was descriptive research design.

COLLECTION OF DATA:
DATA SOURCE: The various sources of information can be broadly divided into two categories. Primary source Secondary source

PRIMARY SOURCE: Sources from where first hand information is gathered directly are called PRIMARY DATA. In case of the above study primary source of collecting data was provided by the company. SECONDARY DATA: The source of information, already gathered for some other purpose from other sources such data are called secondary data. These data can be available from different magazines, journals and company profiles. So, with regards to my study to collect the secondary data I went through the company records, magazines, and internet and news papers. SAMPLE SIZE: 50 samples SAMPLE AREA: Mumbai, Thane.

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DATA COLLECTION METHOD:

The following method is widely used for collecting data:Questionnaire
In the above-mentioned method, questionnaire methods were mainly used for the undertaken topic. Survey method was mostly used for collecting data through Questionnaire study with the helped off the framed questionnaire. regarding survey a detailed study are conducted which is consists of areas covering of all the aspects of corporate sector, this survey is also includes the detail understanding of all about the Apollo brands through the framed questionnaire to understand the physiology of the competitors, further, an study will be conducted of own walk in different companies to identify the hidden opportunities in the nearby areas, according to the need and permission of the very organization on behalf on which we were appointed for the survey.

LIMITATIONS OF RESEARCH METHODOLOGY:

Although all the efforts have been made to make the results as accurate as possible, yet the survey suffers from some limitations. Following are some of the limitations of the study. The purpose of mentioning these limitations is not to dilute the quality of the results rather to enable the reader to judge the validity of the result regarding the study. Following are some limitation of the study. 1. Sample sizes are limited due to certain constraint. 2. Lack of funds was the major obstruction to limit my survey to a small sample of respondents. 3. Duration of study is also limited further intensive study field wise. 4. Finding of the study, this was done, in Mumbai and Thane. 5. Last but not the least Weather was the most important constraint because it changes continuously. However, the limitation has been judiciously counter balanced as far as practicable. However the research of this type cannot be absolutely fixed in a perpetual framework of time but in spite of some inherent limitations, think that the very report may be useful for the particular organization.

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After analysing the data collection from Mumbai and Thane we are of the view that following findings are being highlighted on the basis of our study; 1. Apollo tyres are only available in urban location of every district while other tyres like MRF, CEAT, and JK etc. are available in every location of the country even in small towns. 2. Apollo & its advertisement campaign are very less as compare to other competitors in the market. 3. Apollo does not provide maximum variety of two wheelers & three-wheelers tyre segment therefore its demand is like nothing in this segment of product. 4. It handle the customers complaints on pro-rata basis therefore it cant be considers as a full guarantee of company. 5. Its product cost is very reasonable thus; customers are much satisfied in price of Apollo tyres in every segment. 6. Heavy vehicles are using mostly Apollo tyres but MRF is the major competitor over here along with MODI & Birla tyres. 7. Distribution network of Apollo tyres is not as good as other competitors available in the market. 8. In Apollo tyres there are no beneficial schemes & discounts of its bulk purchasing. 9. Company Lack of outlets and customer care assistance support for queries of customers.

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DATA ANALYSIS & INTERPRETATION

Q. 1.-Do you know about Apollo tyres?

32%

Yes No

68%

DATA INTERPRETATION: In the sense of product awareness 68% respondents say that they know about Apollo tyres while rest of 32% told that they dont know.

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Q. 2.From which source you get information about Apollo tyres?

18%

38%

News T.V. Magzines Internet By reference of others 30%

7% 7%

DATA INTERPRETATION: In this question the 38% respondents reveal that they get information by others, 7% from magzines, also 7%from internet, 30% from T.V. programme while 18% from news papers.

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Q.3.What plays an important role in your tyres purchasing?

45% 40% 35%

43%

29% 30% 25% 20% 15% 10% 5% 0% Price Quality Durability All of these 8% 20% Series1

DATA INTERPRETATION:
In this question we collected information from truck drivers, car & taxi stands, tractors drivers and they reveals they mainlly focus on quality of tyres inspite of itsprice factors. Here 43% respondent says that they focus on quality on tyres during purchasing, 20%focus on budget and price, 8% on durability while 29% consider all of these.

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Q.4.-From where you purchase your tyres?

35% 35% 30% 30% 25% 20% 15% 10% 5% 0% Retailers Wholesellers Agency Company outlates 7% 28%

DATA INTERPRETATION:
Here maximum respondent were owner of vichle , driver etc.therefore 35% respondent are telling that they purchase their tyres from retailers , 30% from wholesellers , 28% from agency and 7% from companyoutlat

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Q.5.As per your opinion what is the durability of Apollo tyres?

Can't say

18%

Minimum

41%

Series1

Maximum

41%

0%

10%

20%

30%

40%

50%

DATA INTERPRETATION: From durability point of view something controversy among sellers and customers.Here maximum means 41% says that Apollo tyres in durable in nature and also same 41% respondent are telling that its durability is something less as compare to other brands while 18% reveals that we cant say.

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Q.6.What is the nature of your selling Apollo tyres?

33% Single quantity 48% bulk both

19%

DATA INTERPRETATION:
Here our group members collected maximum response from the sellers of apollo tyres .In this questions 33% sellers reveals that they sale in the single quantity, 19% are telling they selling bulk quantity, and 48% are in favour of both.

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Q.7.What about consumers demand of Apollo tyres?

Poor

8%

Average

8% Series1

Good

48%

Very good

36%

0%

10%

20%

30%

40%

50%

60%

DATA INTERPRETATION: Here maximum sellers are responding that the sale of Apollo tyres are good in market. Aproximate 48% respondent reveals that its sale are good, 36% says that very good, 8% are infavour of average sale while again 8% are telling that its sale is poor in the market.

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Q.8. Did you get any complaint from consumers about Apollo tyres?

10%

13%

Yes No can't say

77%

DATA INTERPRETATION:
When our project team were asking to the sellers about

complains in Apollo tyres then just 10% were telling that yes sometimes we get complains from customers,13% were telling that no we never get any complain from customers inApollo tyres and 77% respondent were saying that we cant say anything else.

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Q.9. As per your opinion what is availability in market of Apollo tyres?

9% 7%

Easy availability Only in whole sell store 84% Can't say

DATA INTERPRETATION:
In this question we collected information from both sellers and customers. In sense of product availability 84% respondent were telling that Apollo tyres are easily available in the market,7% told that its available in only wholesellers and urban areas while 9% were teling that their vehicle onwers purchase tyres therefore they cant say anything else.

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Q.10. Who is purchasing Apollo tyres mostly?

50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Two whealer Four whealer 15% 38%

47%

Series1

Series1 heavy whealer

DATA INTERPRETATION:
According to responses of sellers just 15% Apollo tyres purchased by two-wheeles like BUGGI, Buluck-cart,bikes etc,38% tyres purchased by light vehiclelike cars, DCM etc while maximum 47% purchasing is being done by heavy vehicle like trucks, bus, trailersetc.

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CHAPTER 4 SUMMARY, CONCLUSION & RECOMMENDATIONS

RECOMMENDATIONS:

Whatever findings realised our project team they really feel that for maximising the market share, brand equity, market leadership and product sale following important recommendations & suggestions must be there in Apollo tyres;

1. There should be availability of its product in two wheelers & three- wheelers segment in the market.

2. Apollo tyres require aggressive advertisement & sales promotion for leading the market.

3. Its sales may be maximising if company outlets will be there in the market.

4. It requires a complete market research for understanding the product availability & customers feedback.

5. There should be discounts & schemes in bulk tyre purchasing.

6. It requires customers care support in every city.

7. They have to improve their distribution network in each and every location of the country even in small towns also. 32

CONCLUTION

Producing large volume of products and services should not an ultimate motive of company. For better survival in the market, both production as well as distribution network must be better. After a broader analysis we find out in our live survey that in tod ays scenario customers are treated as a king of market therefore their satisfaction is the KEY MANTRA for maximum achievement of the company. In very simple term it always considers that larger availability of products in market is an effective tool of maximising the sale of product (according to production concept). Apollo company is well recognised in all over world but yet it lacking the sales promotion, advertisement campaign & its product availability in small towns. For leading the market a company always focuses on who is my customers either sellers or end users. Apollo Tyres Limited is maximum focus on dealers, wholesalers & agencies instead of focusing retailers & end users. Consumers/customers are the two important aspect of a single coin. Therefore for reaching the top position in corporate global world customers, intermediaries & product availability is a LIFE BLOOD for business enterprise.

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BIBLIOGRAPHY

Books & Magazines

Kotler, Philip Kothari.C.R. Business & Management 4 Ps of Business & Marketing

News Papers

Times of India Business Standard

Advertisement

Apollo Tyres campaign

Websites

www.apollo.co.in www.ask.co.in www.wikipedia.com

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APPENDIX: QUESTIONNAIRE

FOR CUSTOMERS
Q.1.Do you know about Apollo tyres? (a) Yes [ ] No [ ]

Q.2.From which source you get information about Apollo tyres? (a)News { } (b) TV { } (c) Magazine { } } (d) Internet { }

(e)By reference of other {

Q.3.What plays an important role in your tyres purchasing? (a)Price (b) Quality (c) Durability (d) All of these

Q.4. As per your opinion what is availability in market of Apollo tyres? (a)Easy availability (b) only in whole sell store (c) cant say

Q.5.As per your opinion what is the durability of Apollo tyres? (a) Maximum (b) Minimum (c) cant say

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FOR SELLERS
Q.6.What is the nature of your selling Apollo tyres? (a)Single quantity (b)Bulk (c)Both

Q.7.What about consumer demand of Apollo tyres? (a)Very good (b) Good (c) Average (d) Poor

Q.8. Did you get any complaint from consumers about Apollo tyres? (a)Yes (b) No (c) Cant says

Q.9. As per your opinion what is availability in market of Apollo tyres? (a)Easy availability (b) Only in whole sell store, (c)cant say

Q.10. Who is purchasing Apollo tyres mostly? (a)Two wheeler (b) Four wheeler (c) Heavy wheeler

36