Appendix l

A
Project Report
On
JK TYRE Marketing Strategies
Submitted for partial fulfillment of requirement for the award
of degree
Of
Bachelor of Business Administration (II)
Of

MAHARSHI DAYANAND UNIVERSITY, ROHTAK

Session 2011-14
Supervision By
Mr. Pramod Kumar Pandey
Designation: Assistant Professor
Department: Management

Submitted by
Manav Pal
Roll No.: 1190111212
Enrollment No.: 1130320018
BBA VI Semester

2014
MAHARSHI DAYANAND UNIVERSITY, ROHTAK

Appendix II

DECLARATION
I the undersigned solemnly declare that the report of the project
work entitled JK Tyre Marketing Strategies, is based my own work
carried out during the course of my study under the supervision of Mr.
Pramod Kumar Pandey
I assert that the statements made and conclusions drawn are an
outcome of the project work. I further declare that to the best of my
knowledge and belief that the project report does not contain any part
of any work which has been submitted for the award of any other
degree/diploma/certificate in this University or any other University.

(Signature of the Candidate)

Manav Pal
Roll No.: 119011212
Enrollment No.: 1130320018

Appendix-III

CERTIFICATE BY GUIDE
This to certify that the report of the project submitted is the outcome of
the project work entitled JK Tyre Marketing Strategies carried out by
Manav Pal bearing Roll No.:-1190111212 & Enrollment No.:1130320018 Carried by under my guidance and supervision for the award
of Degree in Bachelor of Business Administration of Maharshi
Dayanand University, Rohtak, Haryana.
To the best of the my knowledge the report
i)
Embodies the work of the candidate him/herself,
ii)

Has duly been completed,

iii)

Fulfils the requirement of the ordinance relating to the BBA (II)

degree of the University and

iv)

Is up to the desired standard for the purpose of which is

submitted.

_______________________
(Signature of the Guide)
Name: Mr. Pramod Kumar Pandey
Designation: Assistant Professor
Department: Management
Name & Address of the Institute
JIMS Vasant Kunj
The project work as mentioned above is hereby being recommended and
forwarded for examination and evaluation.

Appendix IV

ACKNOWLEDGEMENT
I would like to express my sincere thanks to JK Tyre, for giving me the opportunity
to carry out the Internship Program in their organization.
I am very thankful to Mr. Pramod Kumar Pandey (Project Guide), for giving me the
opportunity to complete my training in JK Tyre and giving me the guidance and
interest evinced throughout the preparation of this project.
I take this opportunity, also to express my love and sincere thanks to my family
members and friends for their support and advice during various stage of work.
Last but not the least I thank God almighty for giving me the support for the
completion of the task.

_______________________
(Signature of the student)

TABLE OF CONTENTS
S. No
TOPIC
Chapter 1 Introduction

Page. No
1-51

1.1. Overview of Industry as a whole

1.2. Profile of the Organization

Origin

Recent Achievements

Mission & Vision

Products

Organization Structure

1.3 Introduction to the Topic/Title/Problem Studied

Chapter 2 - Objective & Methodology

52-58

2.1. Objectives of the Study

2.2. Research Methodology

Research Design

Sources of data

Sampling Technique

Sample size, if any

Methods of data collection

Tools and techniques of analysis

2.3. Limitations of the Study

Chapter 3 - Data Analysis & Interpretation

59-76

Chapter 4 - Findings

77-78

Chapter 5 - Recommendations

79-80

Annexures

81-87

Questionnaire/s

Tables/Graphs/ Annual Reports of Company/Industry etc.

Any other relevant documents

Bibliography/References

88-89

CHAPTER-1
INTRODUCTION

INTRODUCTION
1.1. Overview of Industry as a whole
In todays world of intense competition and rapid dynamism, all the companies
worldwide are tuning their focuses on the customer. Suddenly, the customer had
succeeded in capturing all the attention of the companies towards him, so much so,
that the once famous maxim, customer is the god has become so true and relevant
today. There has been a paradigm shift in the thinking of these companies and none
other then the customer has brought this about.
Earlier there was a sellers market, since goods and services were in short supply and
the sellers use to call the shots. But, ever since the advent of the era of globalization,
there has been total transformation in the way the customers being perceived. Today,
marketers are directing their efforts in retaining the customers and customers base.
Their focus has shifted towards integrating the three elements people, service and
marketing.
The customers importance has assumed imponderable proportions in todays world,
because of the inherent value that the customers command. A customers can make or
break a company. It is the responsibility of every company to see that all its
customers are equally satisfied with them, for one single dissatisfied customer will tell
at least nine others about the dissatisfaction and will spark off a chain reaction and
spell doom for that company. In such scenario, retention of the existing customers
assumes diabolical proportion. Research has thrown light on some important aspects
of customers retention it has been proved empirically that acquiring new customers
can cost five times more than the cost involved in satisfying and retaining current
customers.
In the past, the customers was taken for a ride, as there were not many players in the
fields, not much importance was attached to product safety, quality, service and
product appeal. The attitude of the manufacture was that of caveat emptor. Thanks
to the government policies on liberalization, globalization and privatization (LPG),
the market scenario has changed today. Today, the customer has a host of defense
mechanism like the customers protection laws, regulation of the government, the
powerful hands of the organization, customers courts, switching to substitute or

competitors that offer at competitive prices, etc. The maxim, caveat emptor has
been replaced by caveat venditor.
Analysis of any industry would require a through study along with critical analysis to
know the exact nature of the business. This study of Indian tyre industry is no
exception.
This project is undertaken to study the nature of Indian tyre industry along with its
different shades that affects Indian economy. The study includes analysis of various
key components like, growth, competitors, and foreign threats.
To gain in depth knowledge, it was important to study one brand in Indian tyre market
and then have a competitors analysis with other players. For this purpose JK TYRES
is analyzed as epicenter for gaining Marketing strategies as well as issues hampering
the tyre industry.
Strategy is a word that generates much confusion because different people use it in
different ways. And of course, there are different levels of strategy. For example:
Corporate Strategy, Marketing Strategy, Advertising Strategy, Creative Strategy,
Media Strategy. Regardless of level, strategy can be defined as the overall direction
which summarises how all the detailed tactics achieve a specific objective. Here is an
example of three competitors with three different marketing strategies in the tyre
market: Goodyear chose a strategy of mass volume, low cost market leadership.
Michelin chose a product development strategy and invested in new technology and
research and development to develop the radial tyre. This eventually redefined
customer needs and made the cross-ply tyre obsolete.
Armstrong Rubber adopted a third strategy: exploiting specialist application by
focusing on special tyres for agricultural, aviation and civil engineering market
segments.
Strategies are chosen from a range of carefully considered strategic options. American
author Michael Porter identified some core generic strategic options: Cost,
Differentiation and Focus. This means that you can choose whether to compete on

price, or differences in the features and benefits of your product, or you can compete
by focusing on specific target markets and serving them better than anyone else.
You can of course have more than one strategy. Here's Microsoft's Euaropean
Marketing Director.
"If our goal is to achieve a certain level of market share within a product category we
could decide that, let's say we needed to achieve 50% market share. We could
determine that our strategy would be to get 25% of that market share by encouraging
new people to buy spread sheets. So we would grow the overall market and
consequently achieve 25% market share. To secure the other 25% market share our
strategy could be to progressively attack one of our competitors customer bases and
encourage them to move from their product to our own. So, you can build up
therefore two different strategies. One of market expansion and creation of demand
and the other of a competitive stand point encouraging brands which are within a
competitors' base." John Leftwich, European Marketing Director, Microsoft
There is one important question that influences the choice of strategies: 'Does it
develop and exploit our sustainable competitive advantage? Which strategy exploits
our competitive strengths, or our competitive advantage? Is this advantage sustainable
in the future or will competition eat away at this temporary advantage. The key term
here is sustainable competitive advantage. Do we know what it is and do we know the
strategies to exploit it? A typical competitive advantage might be better designed
products, or perhaps more cost efficient production, or better customer service, or
brand imagery.
Perhaps the easiest way of understanding strategy is: it's a summary of how you
are going to achieve the objectives; it drives and summarises the tactics. It's 'the big
picture'. It often pans over a longer period of time than shorter term tactical activities.
The choice of strategy is influenced firstly by objectives, and secondly by the
resources available. For example: developing superior products depends on having
excellent research and development facilities and people - or at least it depends on
having the money to buy the facilitates and also the time to recruit and build a
Research and Development team. So the dimensions of marketing strategy can
include: objectives and resources, the scale of operation, a summary of marketing
mixes, positioning, target markets and timing - do we want to be 'first to market' or

come in later with a 'Me Too' product?. Finally, strategy and tactics, have military
meanings. It's no coincidence that there are several books written on marketing
warfare. The ultimate, for me at least, is Tsung Szu's ancient Chinese 'Art of War'.
Although it was written in 500BC it provides a rich source of reading for any budding
marketing strategists - and maybe it has been used extensively by some very
successful global companies already.

THE INDIAN TYRE INDUSTRY-AN OVERVIEW

Highlights
The tyre industry is a Rs. 12,000 crore industry. The fortune of this industry depends
on the agricultural and industrial performance of the economy, the transportation
needs and the production of vehicles. While the tyre industry is mainly dominated by
the organized sector, the unorganized sector holds away in bicycle tyres. In the last
five years (2008 to 2009), the industry managed to achieve a compounded annual
growth of only 4.40 per cent. However in the last fiscal the industry registered a
growth of 7 per cent.
Natural rubber constitutes 25 per cent of the total raw material cost of the tyres. The
ratio of natural rubber content to synthetic rubber content is 80:20 in Indian tyres,
whereas world wide, the ratio of natural rubber to synthetic rubber is 30:70. The
overall recession in the Indian economy and especially the automobile sector
continued for 3-4 years. The largest hit among the auto sector was the commercial
vehicle segment. Tyre industry is capital intensive, and as production is released in
spurts, it leads to constant demand-supply imbalances and consequent cyclically in
prices.
As raw materials form 70% of the costs, variable costs are very high. Profit margins
are therefore thin. Production process is technology intensive and globally huge sums
are invested in R&D. Tyre demand is a derived demand, dependent on the auto
industry.

Excellent Powerpoint Slides on Marketing and Strategy

In this section, you will find 14 excellent powerpoint slides on marketing and strategy.
All slides are designed in powerpoint files (ppt) so that you can modify and
immediately use for your own learning process.
Elements of Marketing Strategy
A marketing strategy is composed of several interrelated elements. The first and most
important is market selection: choosing the markets to be served. Product planning
includes the specific products the company sells, the makeup of the product line, and
the design of individual offerings in the line.
Marketing Mix and Strategy
A marketing strategy outlines the manner in which the marketing mix is used to attract
and satisfy the target market(s) and accomplish an organization's objectives.
Specifically, marketing strategy is develop by considering the following factors.
Marketing Plan Outline
The following article explores key components need to be included in designing an
effective marketing plan. First element: Product Performance. Two to three
paragraphs summarizing the product's performance relative to last year's plan, along
with explanations of variances from the plan. Any research conducted on product
performance or quality can be included in this section as well.
Key Elements of Brand Equity
Brand equity is a set of brand assets and liabilities linked to a brand, its name and
symbols, that add to or subtract from the value provided by a product or service to a
firm and/or to that firm's customer. For assets or liabilities to underlie brand equity
they must be linked to the name and/or symbol of the brand.
12 Steps for New Product Development
New product development can play a variety of roles in defining corporate strategy to
gain competitive advantage. This variability makes the process of new product
development subject to the emerging organizational issues of the day. In general, a
long-run, focused, and ongoing strategic commitment to attractive market

opportunities should define the role of new product development. New product
development should be integrated into an organizations strategy and significantly
contribute to its perpetual renewal.
Positioning Strategy
All marketing strategy is built on STP: Segmentation, Targeting, and Positioning. A
company discovers different needs and groups in the marketplace, targets those needs
and groups that it can satisfy in a superior way, and then positions its offering so that
the target market recognizes the company's distinctive offering and image.

SALIENT FEATURES
The Indian tyre market is expected to grow by 12% this year.
As automobiles have become more sophisticated, technology has become key to
success in this sector.
Truck and bus segment account for 60% of the total tyre market by value.
Passenger car radials are the most profitable but because of poor road conditions
in India; truck radials are yet to catch on.
It will take at least 5 years for light trucks and over 10 years for heavy trucks to
reach 25-30% radialisation.
With the large additions in capacity over the last two decades, tyre companies
have found themselves hard-pressed to maintain market share.

THE INDIAN TYRE INDUSTRY

Company wise figures
Company

FY99 (in nos.)

DIVISION OF TYRE
MARKET (%)
Excludes 2/3

Apollo Tyres

269,013

Wheelers tyres
10.7

Birla

170,640

5.6

Ceat
Goodyear
JKI/Vikrant
MRF
Modi Rubber

279,764
19,721
424,229
232,574
173,904

17.0
11.4
18.7
25.1
9.9

Sector Comments
Ever since the first Indian tyre company, Dunlop Rubber Company (India) was
incorporated in 1926, the tyre industry has grown rapidly and today it is a Rs. 12,000
crore industry. India has 2.61 lakhs villages, connected by 6.23 lakhs kms of metalled
roads and 9.81 lakhs kms of unmetalled roads. These villages are linked to small
towns and cities. There is a daily traffic of over 4.12 lakhs trucks, 1.27 lakhs buses,
7.23 lakhs cars, and thousands of taxis, two-wheelers, tractors and animal driven
vehicles on Indian roads. There exists a vast potential for the tyre industry in India.
The fortune of the tyre industry depends on the agricultural and industrial
performance of the economy, the transportation needs and the production of vehicles.
Hence, this is a very sensitive industry, which has to adapt itself to a highly volatile
environment.

Market Profile
While the tyre industry is mainly dominated by the organized sector, the un-organized
sector holds sway in bicycle tyres. The major players in the organized tyre segment
consist of MRF, Apollo Tyres, Ceat, and JK Industries, which account for 63 per cent
of the organized tyre market. The other key players include Modi Rubber, Kesoram
Industries and Goodyear India, with 11 per cent, 7 per cent share and 6 per cent share

respectively. Dunlop, Falcon, Tyre Corporation of India Limited (TCIL), TVSsrichakra, Metro Tyres and Balkrishna Tyres are some of the other players in the
industry. MRF, the largest tyre manufacturer in the country, has strong brand equity.
While it rules supreme in the industry, other players have created niche markets of
their own.

Sector specifics
The tyre industry is a major consumer of the domestic rubber production. Natural
rubber constitutes 80 per cent of the material content in Indian tyres. Synthetic rubber
constitutes only 20 percent of the rubber content of a tyre in India. World wide, the
ratio of natural rubber to synthetic rubber is 30:70. Apart from natural and synthetic
rubber, rubber chemicals are also widely used in tyres.
Most of the RSS-4 grade natural rubber required by the Indian tyre industry is
domestically sourced, with only a marginal amount being imported. This is an
advantage for the industry, since natural rubber constitutes 25 per cent of the total raw
material cost of the tyres. The two types of synthetic rubber used in tyres are Poly
Butadiene Rubber (PBR) and Styrene Butadiene Rubber (SBR). The former is used in
most of the tyres, while the latter is mainly used in the radials for passenger cars.
Synthetic rubber accounts for 14 per cent of the raw material cost. Unlike in the case
of natural rubber, India imports 60 per cent of its synthetic rubber requirements.
Apart from rubber, major raw materials are nylon tyre cord and carbon black. The
former is used to make the tyres strong and impart tenacity to it. The latter is
responsible for the colour of the tyre and also enhances the life span of the tyre. Nylon
tyre cord comprises 34 per cent, while carbon black accounts for another 13 per cent
of the raw material cost. In India, the carbon black used is of the N660, N220 and
N330 variety.
To sum up, the tyre industry is highly raw-material intensive, with raw material costs
accounting for 70 per cent of the lost of production. Fortunately for the industry, the
rubber and carbon black prices have taken a beating recently, which means lower
costs for the tyre industry. The export-import policy allows free import of all types of
new tyres and tubes. However, import of retreaded tyres, either for use or for

reclamation of rubber is restricted. This has led to used tyres being smuggled into the
country under the label of new tyres except natural rubber are under open general
license (OGL), only import of natural from Sri Lanka is eligible under OGL.

Sector Trends
Cross ply tyres have been used in India for several decades. In these tyres, the ply
cords run across each other or diagonally to the outer surface of the tyre. Rayon and
nylon tyre cords are used as the reinforcing medium. These tyres can be retreaded
twice during their lifetime and are hence preferred by Indian transport operators who
normally overload their trucks. A vehicle with the normal carrying capacity of around
12 tones is usually loaded with double the capacity. Moreover, one also has to contend
with the bad suspensions and bad road conditions. No wonder, 95 per cent of the tyres
used in India are cross plies. Radial tyres have their cords running radially from bead
at 90-degree angle to the rim or along the outer surface of the tyre.
The reinforcing mediums used in these tyres are polyester, nylon, fiberglass and steel.
Hence, these tyres are 20 per cent more expensive than the cross plies. But they have
a longer life and provide lower fuel consumption. The unhealthy condition of the
Indian roads has resulted in radial tyres accounting for only 5 per cent of the tyre
industry as against a global trend of 60 per cent. With two-thirds of the capacity of all
major tyre manufacturers being reserved for radials, this is a real cause for concern.
Tyre Industry in India comprises of 40 tyre companies (53 factories), 12 companies
account for over 85% of total production (In Nos.)

1.2 Company profile of the organization

Detailed Study of JK
J.K Organization founded over 100 years ago ranks within the Elite private groups in
terms of assets and sales. The Groups operations can best be characterized as multibusiness, multi-product and multi-location with head office in New Delhi, the capital

of India. The Group has a distinguished record of being pioneers in introducing

several new products and processes into India for the first time.
1.2.1 Origin:
It comprises of a number of industrial and commercial companies, exceeding 70 in
number, most of them public limited, in which J.K Organization has controlling
interest ranging from 35 to 70%. In the major public limited companies, there are a
large number of public shareholders aggregating over 8,00,000.
J.K. Organization has achieved a number of important technological break-through
and has an impressive record of FIRSTS in India, prominent among them being:
1944 First in India to produce Aluminiurn Virgin Metal from Indian Bauxite. The
Company was nationalized in 1973.
1949 First in India to manufacture Steel Engineering in 1973.
1969 First to manufacture Acrylic Fibres in India.
1977 First to produce Steel Belted Radial Tyres for passenger cars , trucks and buses
in India.
1980 First in the World to make Steel Belted Radial Tyres for 3 wheelers.
1984 First to produce White cement in India using dry processed technology, etc.
ASSETS AND TURNOVER: Member units of J.K. Organization have total assets of
over US $ 2.4 billion and these are expected to touch $ 3.0 billion within the next 2
years.
PRODUCT AND SERVICES: J.K. Organization has very diversified manufacturing
activities such as Synthetic Fibres like: Nylon, Polyester, Acrylic; Paper & Boards;
Cement; Automobile Tyres & Tubes; Cotton, Woollen and Jute Textiles; Engineering;
Plastic Processing; Agrochemicals; Hybrid Seeds; Cosmetics; Audio & Video
magnetic tapes; Power transmission including V-Belts and conveyor Beltings,
Automotive Belts, Oil Seals; System Engineering, Industrial, Electronics and Material
handling systems, etc.

The group is further diversifying in other fields like Petrochemicals, steel, Drugs &
Pharmaceuticals, Food & Dairy Products, Electronics, Computer Software, Power
Generation, Rubber hoses, etc. The Group exports number of products including Jute
Textiles, Woollen textiles, Readymade Garments, Engineering files, Tyres and Tubes,
Synthetic Fibres, Paper, Marine products, Spices, etc. The entrepreneurial, managerial
and technical expertise available within the J.K. Organization has enabled it to
establish and operate several projects in India and abroad.
Most of the industries promoted and established by J.K. Organization are today the
leaders in their product lines in India. The success of a manufacturing enterprise
depends, especially in a competitive consumer product line, on the efficiency of its
manufacturing and marketing organization and more so in India where the marketing
activities have to be very competitive. In fact, the success of J.K. Group of companies
is based primarily on the latest technology, innovation, and continuous Research &
development policies as also on its effective marketing set-up, which is involved on a
sustained basis in:
Maintaining continuous touch with the customer,
Identifying the needs of the consumer,
Establishing effective channels of distribution,
After-Sales Service and consumer satisfaction.
J.K. Organization has well-established necessary infrastructure and capabilities to
market a very wide range of products, which include core sector industrial products,
engineering products, consumer goods, agrochemicals, etc.
To cater to the needs of the various consumers for the goods manufactured by the
group and to provide prompt delivery and services, as, when and where required, the
organization has established:
Over 50 well-equipped branch offices all over the country for distribution, control and
monitoring product lines;

Four Zonal Offices at:

New Delhi
Bombay
Calcutta and
Kanpur
To support and monitor the branch offices.
Network of over 5,000 distributors and retailers for distribution and sales promotion
of different products.
Besides the above, the Group has established, wherever required, number of show
rooms for retail trade as in case of woolen Textiles. The large distribution network has
enabled the Group to enter very successfully into many competitive lines of
manufacture such as Paper, Cement, Automobile Tyres & Tubes, Synthetic Fibres,
Agrochemical, Cosmetics, etc. The Group enjoys high reputation for the quality of
their products and has been able to capture reasonably high share of the market within
a short time.
The group has in-house setup for handling, advertising, market service, sales
promotion, supply/demand forecast, government liaison and coordination supported
by some of the leading outside marketing and advertising agencies and arrangements
with diverse media and publicity channels like newspapers, magazines, financial
weeklies, cinema slides, commercials on TV etc., depending on the type of product.
J.K. Organization is highly competent and eminently suited to promote and operate
industrial enterprises as also plantations. It offers Entrepreneurial, Commercial,
Managerial and Technical expertise for launching new projects right from concept to
commissioning, which would include:

Identification and development of new projects

Selection of Technology
Preparation of Feasibility Reports
Arranging Basic and Detailed Engineering of the Projects
Procurement and Inspection of Equipment & Machinery
Training of personnel

Erection and commissioning of Plants

Running and Management of the Plants
Social & Welfare Activities
J.K. organization, conscious of its social responsibilities and dedication to improving
the quality of life of its people, strives to serve the community in diverse fields of
social welfare. These include promotion of education, religious and ethical values,
provision of medical and modern living facilities and amenities.
J.K. Industries is a mega corporate entity that is emblematic of excellence,
diversification and pioneering new technologies. A part of JK Organization which
ranks among the top private groups private groups in India, J.K. Industries is
committed to self reliance and follows an ethic that views marketing strategy 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 divisions:

1.2.2: Achievements
Achievements
JK Tyre is India's leading four-wheeler tyre manufacturer. It has four state-of-the-art
plants strategically located in Rajasthan, Madhya Pradesh and Karnataka. The
company recently embarked upon an international odyssey by making its first
international acquisition in the form of Compania Hulera Tornel a well-established
tyre company in Mexico. Tornel has three manufacturing plants in Mexico with a
combined capacity of 6.6 million tyres per annum. The advantages of this acquisition
have been immense but possibly the most significant is that it provides JK Tyre access
to the NAFTA trade block and the emerging economies of Central and South America.
In addition to the above manufacturing facilities, JK Tyre also has strategic
international sourcing arrangements in South East Asia and China.Today, JK Tyre is
India's leading exporter with presence in 80 countries across six continents and enjoys
a premium brand status in various markets, including the US. In India, JK Tyre is a
preferred partner to some of the best names in the automotive business including
Maruti Suzuki,Tata Motors, Ashok Leyland, Fiat, AMW, Mahindra & Mahindra,
Eicher, Force Motors,TAFE etc and is also a leading supplier for defence vehicles and

to various State Transport Undertakings. In fact, Delhi Transport Corporation the

world's largest eco-friendly fleet of public transport buses rides exclusively on JK
Radial Tyres. JK Tyre has established a nationwide network of 127 stocking points,
4000 dealers and an exclusive franchised network of retail outlets branded as 'JK Tyre
Steel Wheels'. These 125 elite outlets are equipped with sophisticated wheel servicing
equipment and provide cutting-edge service to consumers. Today, JK Tyre Steel
Wheels is rapidly expanding with an aggressive thrust in nonmetro towns.
History
JK Tyre commenced operations in 1977 when it set up its first tyre manufacturing
plant, with an installed capacity of 500,000 tyres per annum in Kankroli, Rajasthan.
Keeping pace with the growth in the market and the demand for its products, JK Tyre
established a new state-of-the-art passenger radial manufacturing facility at Banmore
near Gwalior in Madhya Pradesh. In 1997 it made a strategic acquisition of Vikrant
Tyre, a Government of Karnataka undertaking. In a short span, JK Tyre had turned it
into a qualitydriven company with all four ISO 9001, QS 9000, ISO 14001 and TS
16949 accreditations to its credit. This indeed is a true reflection of JK Tyre's
commitment to systems and its quality-oriented approach. S. Sarath Kumar's lap times
at the MRF Challenge broke records set by seasoned professionals. S. Sarath
Kumar won the 2010 National Championship with 7 victories and lap records.
[Shawn Abraham] sets the record of the fastest lap in One make championships.
Sidvin Indian National Motorcycle Racing Championship
Ten10 Racing participated in almost all classes in the Sidvin Indian National
Motorcycle Racing Championship 2010 (INMRC)and registered the fastest laps at
Saturday's qualifying, with riders securing Pole in all 3 categories - Group D (stock
category), Group B (modified category for Indian bikes) and Group A (600cc
Supersport). Vikram V. qualified 3rd on his 600cc bike and was placed in the front
row on the grid, whereas, Sameer V. qualified 6th on the grid.
JK Tyre FMSCI National Racing Championship
Ten10 Racing made their presence felt in their first race at the historic Irungattukottai
Track on August 12, 2009 with two podium finishes in both the Group 'A' Superbike
races at the JK Tyre FMSCI National Racing Championship.

WTR-Ten10
The Ten10 Racing Team joined with the Sammarinese WTR Team to enter the world
of MotoGP in the 125cc class for 2011 MotoGP season
Ten10 Racing that has tied up with the San Marino-based WTR Team for a
provisional entry in the 125cc class. The joint venture will be called WTR-Ten10
Racing Team. The team will be field two riders, one Indian (S. Sarath Kumar) and one
Italian (Francesco Mauriello). This is the first time that an Indian rider will make it to
the MotoGP grid. These developments mark India?s entry onto the global motorcycle
motorsport. The country prepares to hold its first motorcycle GP in 2012 at the Jaypee
Circuit in Greater Noida. The contract includes a 3-year deal of technical-commercial
partnership between the two teams. The team is named "WTR-Ten10 Racing Team", a
wanted choice aimed at representing the strong cohesion of the partnership: passion
for the sport, same principles, ambitions and future growth expectations are the values
commonly shared together.Besides entry into the 125cc class, both the teams will
continue to race in the upcoming Moto3 class for 2012 and also look at getting into
the Moto2 category in due course.
MotoGP
Road Racing World Championship Grand Prix is the premier championship of
motorcycle road racing and is currently divided into three distinct classes: 125cc,
Moto2 and MotoGP. The 125cc class uses a two-stroke engine.125cc machines are
restricted to a single cylinder and a minimum weight of 80 kilograms. First instituted
in 2005, all riders in the 125cc class can not be older than 28 years or 25 years for
new contracted riders participating for the first time and wild. The 125cc class will be
replaced in 2012 by the Moto3 class. This class will be restricted to single cylinder
250cc 4-stroke engines with a maximum bore of 81 mm. Ten10's partnership with
WTR enables it to gain entry into the MotoGP in the 125cc class.

1.2.3: Mission & Vision

MISSION OF THE COMPANY
To be the largest & profitable tyre in India.
To retain no 1 position in truck & bus segment and to be amongst top two in all
other four-wheeler tyre segment.
To make truck/ bus radial operations profitable and retain leadership in the
passenger radial market.
To be largest Indian tyre exporter
To is customer-obsessed company
To enhance value to shareholders an service to stake holders
To develops highly motivated team with a sense of Amanda.
To excel as value driven organization.
To be the most preferred tyre brand in India.
VISION
To be amongst the most admired companies in India, committed to excellence
MISSION

Be a Customer Obsessed Company - Customer First 24x7

No.1 Tyre Brand in India

Most profitable Tyre Company in India

Motivated and Committed team for excellence in performance

Be a Green Company

Deliver Enhanced Value to all stakeholders

Enhance global presence through Acquisition / JV / Strategic Partnerships

GLOBAL VISION OF THE COMPANY

J.k tyres branded products are sold in nearly sixty countries across six countries. J.k
Tyre is the number one exporter of tyres from India to developed nations like U.S.A.
this Has lead to repeated recognition such as prime ministers national export award
top? Export award of chemical and allied products export council lac export award for
exports

1.2. 4. Product range of the company

The TITANS of the automotive industry forge ahead J.K. Tyre has been at the
forefront of the radial revolution in India. Since inception, we have been regularly
releasing high quality & technology products, which have withstood the test of time.
It is our philosophy to continuously anticipate and understand the customer
requirements, convert them into performance standards for our products and services,
and meet these standards every time.
APOLLO TYRES
J.K TYRES
MODISTONE
BIRLA TYRES
CEAT
MODI RUBBER LTD
CEAT INDIA LT
MRF LTD
FALCON TYRE LTD
PREMIER TYRE LTD
GOODYEAR INDIA LTD
VIKRANT TYRE LTD
Industry turnover

Rs 100,000 Million

Installed capacity

5730 Million Numbers

Production

4140 Million Numbers

Capacity Utilization

72%

(2009-2010)
Taxes and Duties paid

Rs 28,500 Million

SALIENT FEATURES OF INDIAN TYRE INDUSTRY

Adaptability & Absorption
Successful and fast absorption of international technology and availability of technical
expertise and professionals to absorb and implement technical advancements.

Innovativeness
Several innovations introduced to apply international technologies/ processes to create
tyres suitable for Indian road conditions.

Exports
Sustained exports for over a decade to more than 50 countries. All large tyre
companies are exporting, with over 30% exports to US. Approx. 20% of total Truck &
Bus tyres produced domestically is exported. All large companies are engaged in
sustained exports as a long-term commitment.

Technology Progression
Within a span of four decades, technology progression from cotton (reinforcement)
carcass to high performance radial tyres.

Indigenous and Ready Availability

New vehicle manufacturers, while launching a series of latest models, have easy
access to (and ready availability of) indigenous tyres of their respective specifications
and matching international standards.

To Latin America.
Ever since its inception it has been JK Tyre's belief in the value of technological
superiority that has made it grow by leaps and bounds. This division produces and
sells tyres and tubes under the brand name "JK Tyre" for Truck, Buses, Passenger
Cars, Jeeps, Light Commercial Vehicles, Multi Utility Vehicles and Tractors. The
company pioneered Steel Radial Technology in India in 1977 and continues to be. The
industry leader in the Radial segment in India. JK Tyre is the only Tyre Manufacturer
in the country to produce high performance 'T' & 'H' -rated steel radial tyres. JK Tyre
has consciously followed a policy of continuously modernizing and expanding its tyre
manufacturing facilities to retain its edge in the market place.
Our customer base covers virtually the entire Original Equipment Manufacturers
(OEMs) in India together with Replacement Market for four wheeler vehicles,
Defence and State Transport Units. Besides India, we have a worldwide customer
base in over 45 countries across all 6 continents. To keep pace with the market

demand as well as technological leadership in Indian market, J.K. Industries acquired

Vikrant Tyres Limited, Mysore in 1997. J.K. Industries and Vikrant Tyres Limited are
the only tyre companies in India to have received all three ISO 9001, QS 9000 and
ISO 14001 certificates. This indeed is a true reflection of our commitment to systemoriented approach. The company has a technical collaboration with M/s Continental
AG, Germany, which is among the top five tyre manufacturers in the world to keep
pace with latest technological developments. To stay at the forefront of technological
advancements a state of art Research & Development Centre, HASETRI, was set up,
which remains the nerve centre for providing cutting edge technology. In a short span
of time it has emerged as the 17th largest tyre manufacturer in the world an
achievement in itself.
With three plants located in Rajasthan, Madhya Pradesh and Karnataka, JK Tyre is the
largest manufacturer of truck and bus tyres in India. The truck and bus tyres produced
account for nearly 74% of the total tyre business in India, thus giving JK Tyre an
undisputed position. Additionally, JK Tyre is the only manufacturer of truck/ bus steel
radial tyres, and the second largest manufacturer of 4-wheeler tyres in the country.
Also, JK Tyre is the largest exported tyre brand from India. It was awarded the
CAPEXIL's Highest Export Award for 1997-97 by FIEO. It enjoys preferred premium
brand status in Truck Bias market in USA and across many markets in Africa, Middle
East and South East Asia.

JK Tyre plans Rs 170-cr expansion

JK Tyre is investing Rs 170 crore this year to augment production capacity at its car
and truck radial facilities and aims 15 per cent top line growth at Rs 2,300 crore this
fiscal due to rising car tyre sale. "We have earmarked Rs 170 crore to increase
production capacity at two of our manufacturing units, one for cars and the other for
truck radials," JK Tyre vice chairman Raghupati Singhania told PTI. The production
capacity at the passenger car tyres unit will be hiked to 3.6 million units from 3.2
million units at present while production at the truck radial tyre plant will be
augmented to 3.5 lakhs units over 2.5 lakhs units. The Rs 170 crore investment will be
a mix of internal accruals and debt. At present, JK Tyre has 22 per cent market share
in the Rs 12,000 crore Indian four-wheeler tyre market, which produces 20 million
units annually. The JK Industry flagship targets 25 per cent rise in export earnings at

Rs 400 crore during 2008-09 over Rs 320 crore last year. The company ships tyres to
65 countries, including Australia and the Southeast Asian countries. JK Tyre also
sources tyres from a number of countries like China and European nations for both
domestic and international markets.

Colored Tyres from JK Tyre

India's No.1 manufacturer of four-wheeler tyres and pioneers of radial tyre technology
in India today unveiled nation's first eco-friendly coloured radials. Developed
indigenously at JK Tyre's state-of-the-art R&D facilities HASETRI (Hari Shankar
Singhania Elastomer and Tyre Research Institute), these tyres employ path-breaking
technology, which replaces the traditionally used Carbon Black with environment
friendly material Silica. Besides being environmentally less hazardous, silica also
promises higher fuel efficiency as a result of its lower rolling resistance.
These tyres will also have longer life due to advanced compounding technology offering excellent performance; handling and breaking that are a hallmark of tyres
from JK Tyre. Results of JK Tyre's pioneering research initiatives into new-age
environment-friendly raw materials, these tyres are made from silica based tread
compounds. The tyres also offer higher durability as compared to normal radials and
offer better resistance against cuts - thanks to its superior compounding technology.
Showcasing the stunning next generation tyres - Mr. Raghupati Singhania - Managing
Director, JK Industries, said, " We have always been conscious and committed
towards the cause of environment and its conservation. Indeed, it was the inspiration
from nature's best gift to mankind - colour, along with the technical competence of
our R&D team, which lead to the development of the product you're seeing today. In
line with it's pioneering spirit, JK Tyre has again set an example for the entire Indian
automobile industry to become more sensitive towards the environment. Celebrating
our 25th year of glorious existence, we dedicate this product to our nation on the eve
of the World Environment Day. Welcome to a colorful journey ahead."
The new radials, to be initially available in green colour, will be manufactured at
state-of-the-art Banmore radial tyre plant of JK Industries. To be launched in a phased

manner, they would be currently available in the major cities such as Delhi, Mumbai,
Bangalore, Chennai, Cochin, Pune and Chandigarh.
These new tyres will not only add a dash of glamour to cars on the road, but also
promise to transform the image of a tyre from just an auto accessory to a keydifferentiating feature which is sure to catch fancy of customers across all segments.
Apart from being eco-friendly, the coloured tyres promise to make a lifestyle
statement. These revolutionary tyres are currently available in the sizes 165/65/R13
Tornado Green (for Hyundai Santro & Tata Indica) & 175/70/R13 Ultima XPS Green
(for Ford Icon, Hyundai Accent, Fiat Siena, Opel Corsa, Honda City, Daewoo Cielo,
Maruti Esteem).

J K INDUSTRIES COMPLETES RESTRUCTURING

Demerger of Sugar and Agri-Genetics and Merger of Vikrant Tyres creates a Tyre
giant The Board of Directors of J K Industries Limited (JKI), a flagship company of H
S Singhania Group, today announced the completion of the restructuring of its
Businesses. As a result JKI, upon demerger of its non-tyre businesses and merger of
Vikrant Tyres has emerged as a Tyre giant with Automobile Tyres as its sole business.
Non tyre business viz. Sugar and Agri seeds have been demerged into two separate
entities namely J K Sugar Limited (JKSL) and J K Agri-genetics Limited (JKAGL)
respectively.
Commenting on the restructuring initiatives, Mr Hari Shankar Singhania, Chairman,
JKI said "This is a forward looking strategic step for the Company by creating strong
business focussed entities, which will be able to leverage their core competencies in
the competitive business environment both in the domestic as well as global markets.
This reorganization and creation of three business focussed entities opens up
tremendous possibilities of strategic alliances and enhancement of technological
prowess which would result in further strengthening market leadership in these
important sectors of Indian Economy".
JKI's main business is Tyres sold under the well-known brand "J K Tyre". Some time
back the Company had made foray into Agri businesses by setting up facility for
manufacture of Sugar and established research farms and facilities for production of

Hybrid and High Yielding Seeds. These businesses will now have better focus on a
stand-alone basis. JKI had acquired majority stake in Vikrant Tyres Ltd. (VTL) in
1997 and turned it around in a short period of one year. Merger of VTL with JKI is a
logical step forward to achieve the benefits of scale, synergy, logistics and marketing,
besides greater financial strength. The consolidated tyre entity will increase its global
competitive strength thereby significantly contributing to better profitability and
future growth, thus maximizing shareholder value.

J.K. Tyre is the foremost

manufacturer of four wheeler tyres and is the largest bus and truck tyre manufacturer.
Mr Singhania added that JK Tyre pioneered radial technology in India way back in
1977 and is the leader in radials. It is the only Indian manufacturer producing the
entire range of truck/bus, LCV, MUV, Jeep, Car and Tractor radials. It has taken upon
the challenge of leading the radial revolution in commercial vehicle segments as well.
JK Tyre is first and the only manufacturer of truck radials in India. It has a state-ofthe-art Truck Radial plant in Mysore, which is poised for further expansion of the
capacity. JK Tyre's expansion of bias truck tyres and passenger radials is nearing
completion, which will raise its radial passenger capacity by 50%. This shall further
strengthen its market share. JKI's turnover in a years time would be Rs.2, 500 crores,
which is expected to increase to Rs.5, 000 crores by the year 2009. JK Tyre is the
largest exporter of tyres from India accounting for 30% of total tyre exports. It exports
to over 60 countries in all the 6 continents including USA, Latin America, Africa,
Middle East, South East Asia, Australia, etc. It has launched its products in China and
is also out-sourcing tyres from China for international markets. JK Sugar's current
capacity of 4,300 TCD is poised for expansion to 5,000 TCD. Its co-generation
capacity of 19 MW and export of power to UP Power Corporation adds great value to
the business.
JK Agri-Genetics Ltd. is a leading producer of Hi-yielding Hybrid seeds under its
brand name "JK Seeds". It produces seeds for a large variety of crops such as Bajra,
Jowar, Cotton, Maize, Rice, Sun Flower, Tomato, etc. It is the largest in Bajra and
leader in Jowar and Cotton. JK Seeds are sown by 8 lakhs farmers in 15 states
covering an area of 2 million acres under cultivation. It has a state-of-the-art
Biotechnology Lab in Hyderabad and research farms to carry out its research
activities.

Both these Agri businesses of Sugar and Hybrid Seeds have tremendous scope for
growth, looking at India's fundamental strength in Agriculture. The shareholders of
JKI will reap benefits by creation of these 3 focused entities. They will be receiving
the share of J K Sugar and J K Agri-genetics as well in the same proportion as their
existing holding in JKI. The shareholders of VTL shall also be rewarded. For every
holder of 100 shares of VTL, the shareholder will be receiving 45 shares of JKI i.e. in
the proportion of 9 shares of JKI for every 20 shares held in VTL. This is a win-win
situation for the shareholders in every respect.

TANKER LUG/ FEATURES & BENEFITS

Specialized tyre for tanker operations and vehicles carrying dynamic load.
16 PR Nylon Tyre for Rear Fitment On Normal Load Vehicles.
Optimum design and premium Lug depth for Extra High Mileage for Normal
Load Applications.
Computer Designed Tread for Uniform wears.
Wide Deep Pyramid Lugs for all types of road conditions.
Wider Center Rib for Higher Initial Mileage and Tread life.
Special tread compound for more mileage.

INNOVATIVE CONSTRUCTION
Super Strong Casing, which gives Maximum Service and Better Retreadibility.
Deep Tread gives High Mileage.

SUPERIOR PERFORMANCE
Dual Compound Tread to ensure Structural Stability and High Mileage Potential.
Cut Ressistant.
Runs Cooler For High Performance.
Gives Extra High Mileage.
Renders Excellent Service and Clean Casing.

1.2.5 Organization Structure

S.W.O.T ANALYSIS OF J.K TYRE

STRENGTH.
Best of the technology used for production.
State govt incentives are available since the manufacturing plants are located
in socially and economically backward areas.
High production capacity
Sound dealer network throughout the country
Biggest truck/ bus tyre manufacturer in India
Wide product range
Pioneer in radial tyre
Supplier to OEMS like telco m&m Mercedes Benz

 Economics of scale provide a competitive edge over the others

Pricing is better as compared to other Indian tyre manufacturing company
The brand quality of jet track 39 of j.k and track king and star lug of vtl is
found to be better than competing brand of Apollos amar&xt-7 and Ceats hcl
80 plus
They have good performance tyres for rainy as well as winter season this adds
up to there line up of good tyre manufacturers.
J.K industries gives claim up to 50% of ruggedness while its major competitor
entertained only up to 10% of ruggedness.

WEAKNESS
Quality control problems.
Slow dealer response.
No proper communication channel with dealers.
Fluctuating rates are disturbing the market price.
There is more swelling of tyres have been reported in vikrant.the quality of
tyres are inferior to Apollo tyres.
The performance of tyre is found to be bad in summers.
J.k tyres performance in overloading is not satisfactory.
More manufacturing defects have been found out in j.k and vtl.
There is lack of equity in schemes for big and small dealers.
There have harsh payment policies as compared to mrf tyres.
Stock of vikrant tyres is inappropriate as complained by several dealers.

OPPORTUNITIES
Passenger car market growing @ 12% per annum.
Good export potential.
Still immense scope in truck/ bus radial market.
Two wheeler segments is still to be explored.

 The upward trend of the share of road transport vs. train transportation is
expected to strengthen further with govt. initiative for developing a network of
multilane high ways and for giving shape to the golden quadrangle.
Eco friendly tyre is a hotcake in the market with no substitute.
There is tremendous potential in the Delhi area that opens the gateway for
increasing the sales and capturing a larger to ast of market share.
The price to quality ratio of Apollo is similar to the price quality ratio of j.k
tyres if the r&d work is done more in j.k some of the popular brands like jet
track and jet track-39 the quality could be improve so that it could work better
in summers with relative less increase in price.
j.k tyres has been found out to have poor performance in overloading which
can be improve through R&D. however the quality of vikrant tyres in
overloading has been found out to be superior. Tyre infinding its place infront
as well as rear tyres.
The claim must be given with in 2/3 days as demand by most of the dealers
and thus could enhance their claim services above atl.
There should be proper communication in disclosing the complaints of the
dealers as early as possible.
There is a high demand for the promotional scheme that should be in the
market regularly to boost up sales.
The scheme for the dealer and customers must be separate as Apollo launches
attractive schemes for the dealers.

THREATS
The market is flooded with many competitors like atl ceat mrf Apollo
Goodyear Birla in truck segment. Many new multinational players are going to
launch their products in the near future. In order to save themselves and
maintain and increase their market share they have to constantly incur expanse
in R&D to have superior quality better technology and environment friendly.
There is a threat of price war that is set at the stage to have the cutthroat
competition. The price quality ratio must have the competitive edge over its
nearest competitor Apollo tyres.

 In the overloading capacity the performance of tyre is not satisfactory as

compared to its nearest competitor mrf & Apollo.
The mileage has unsatisfactory performance as compared to the multinational
brands like Goodyear and mrf and national company like Apollo.
The shortage in availability which is currently noticed in all the companies in
India if persist long time may lead to a set back in the brand image and also
will loose the marketing strategy. The shortage especially faced by the smaller
dealers may result in the purchase from the bigger ones may also affect the
sales from companies premises.
Up coming competition in radial segment from countries like china & South
Korea.
Liquid products are being transported through pipelines, which is again a
major threat for tyre industry.

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:

Product

Price

Promotion

Place

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 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.

1.3 Introduction to the Topic/Title/Problem Studied

PROBLEMS OF THE ORGANIZATION
The study includes analysis of various key components like, growth, competitors, and
foreign threats.
This study of Indian tyre industry is no exception. This project is undertaken to study
the nature of Indian tyre industry along with its different shades that affects Indian
economy. To gain in depth knowledge, it was important to study one brand in Indian
tyre market and then have a competitors analysis with other players. For this purpose
JK TYRES is analyzed as epicenter for gaining Marketing strategies as well as issues
hampering the tyre industry.
Analysis of any industry would require a through study along with critical analysis to
know the exact nature of the business.

COMPETITION INFORMATION
THE company is one among the major players in the Indian tyre industry the main
competitors being. Apollo MRF Ceat, Birla G- year Bridgestone.

The competition is not restricted to the product mix only but also to the price mix
promotion mix product range quality product development product positioning and
other areas in preview of marketing management.
J.K Tyre has successfully overcome the prevailing recession in the economy and
further strength then its position vis--vis competitors by improved operations cost
reduction and aggressive consumer focused marketing.
The rate of growth is much higher than the comparative growth in the industry.

Briefing about the Competitior

GOODYEAR INDIA LTD: -Goodyear India ltd is subsidiary of Goodyear an
American multinational that is one of the largest tyre manufacturers in the world.
Goodyear has a substantial share in the global market and in 1955 it was 3 rd among
the top 20 tyre manufacturers in the world with a sales of $10105million.

But

Goodyear indicated is relatively enjoying a market share of about 6% and despite

strong brand loyalty has not been able to overcome its increase in its cost.

MRF: - MRF ltd was established in 1960 manufacturers automobile tyre in

collaboration with mans field tyre and rubber company U.S.A. MRF becomes the
largest manufacturer in 1993 with a turnover of Rs 1500crore. The company makes
automotive tyres conveyor belts tubes leather products and surface coaching. It was
the largest producer of tyre in each and every segment in 1995-1996. Mrf enjoys high
brand equity as well as a very good reputation both between consumer and dealers.
Today mrf has a Vast network spanning 3000 dealers across India around 50 to 100
new dealers joining up every year. Today the company spends about Rs 40 crorers on
advertising, which revolves around strengths and the vision of its pneumonic the mrf
muscleman.
A special factory dedicated entirely to the manufacture of radials is being built up at
Pondichery, MRF tyres were also chosen for fitment on the ford opal and feat uno
further proofs its superior quality.

DUNLOP INDIA: - Dunlop world wide had been at the fore front of every
development of pneumatic tyres, which is the actual name of tyres we use for 100
years after 100 years of establishment Dunlop tyre group is a global network, fully

geared to meet the growing needs of the world market. Today Dunlop has the size
economies and scale that enable it to invest in research and development and in
modern facilities to manufacture products of highest quality. It has got technical
collaboration with sumitomo rubber industries Japan Dunlop ltd U.K. currently under
take over of Mr. Chhabria.

CEAT LTD: - set up in 1958 management under R.P. Goenka, technical

collaboration with Yokohama rubber company Japan. Ceat ltd enjoys a market share
of about 20%. It has found its position amongst the top manufactures in the country. It
has manufactured a wide range of tyres and boosts of capacity utilization of 55%. It is
the second largest car tyre manufacturers in the world with a turn over of $322million.

APOLLO TYRES: -set up in 1972 in Karla by industrialist Raunaa Singh with

technical collaboration with general tyre international. Apollo is one of the fastest
growing tyre companies in the world. Its strength lie in its aggressive marketing and
this is reflected in sales growing of over 30% per annum for the last 5 years, the
company produced truck lcv passenger car tyres. Apollo is tied up with s Kumars to
manufacture-2 wheeler tyre to sell under the Apollo brand name Apollo is among top
three manufacturers in the country and in 1995 it was 16 th amongst the top 25 tyre
manufacturers in the world with a turn over of about $376million.

QUALITY POLICY OF JK TYRES

We the people of JK Tyre will have an organization 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 for our products and services and meet these standards every
time. Full marketing strategy - both internal and external is our motto.

Quality Management
ISO 9001: - JK Tyre worlds first tyre company to receive ISO 9001 certification for
its entire operations in 1995 in one go. Our Quality Management System is
completely integrated into all aspects of our operations.

QS 9000: - JK Tyre the worlds first tyre company to receive Quality Management
System certification QS 9000, in 1998 for multi location operations. We are
using QS 9000 system as a tool for continuous incremental improvement.

Environment Management System (ISO 14001): - JK Tyre recognizes the

impact that our business has on the environment and takes our responsibilities for
maintaining harmony with nature. We are the first tyre company in India to receive
ISO 14001 certification for multi location operations in 1999.

E-mark
JK Tyre is the only Tyre Company in India having the E-mark certification on their
products, a mandatory requirement for exporting tyres to European Markets.

DOT (Department of Transport)

JK Tyre has the DOT certification on its products, a mandatory requirement for
exporting tyres to US Market.
We also have the certification from INMETRO a mandatory requirement for
exporting tyres to Brazil (South America). This is a product as well as a system
certification. Also this is a proof of superior quality of JK Tyre and our ability to meet
stringent international standards.

THE CURRENT SCENARIO OF JK TYRES

JK Tyres have risen by leaps and bounds by posting a net profit of Rs. 44.2mn in
April, 03 as compared to Rs. 23.8mn in the corresponding period last year. This
happened due to a rise in sales and operating margins.
Net sales raised due to a rise in demand for commercial vehicles and passenger cars.
Operating margin (less other income) has risen fallen to a rise in prices of important

petroleum based raw materials like carbon black and nylon tyre cord. The
management has succeeded in keeping a check on interest costs, which, however,
provided as a support to the bottom line.
The recent development of FIIs expressing their desire to sell their 44% stake in the
company is still hanging fire with the management opposing such a move. The
outlook for the company is not rosy, as it will be facing increasing competition from
the likes of Apollo Tyres, Ceat and Goodyear.

BACKGROUND
JK derives its revenue from sale of automobile tyres, automobile tubes and
automobile flaps and camelback/retreating materials.01 A small portion of the revenue
comes from trading in tubes, flaps, garments and other articles. JK has a presence in
almost all the segments of the tyre industry. It manufactures truck, bus, car, jeep,
tractor (front, rear and trailer), and scooter and motorcycle tyres. The company has a
market share of 14.8%.
Sales are concentrated in the truck and bus (T & B) tyre segment, which also forms
the bulk of the market. 45 % production caters to the T&B segment. Next comes the
passenger car segment with about 9.7% of total production catering to it. It also has a
decent presence in the tractor segment with about 10% of total industry production.

MARKETIG STRATEGIES OF JK TYRE

Strategic thinking is key to the evolution of successful marketing strategies of JK tyre.
This involves the following analyses:

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.

Finding market niches: Price, service, convenience and technology are some of
the niches in Indian market.

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: 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.

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

Marketing strategies serve as the fundamental underpinning of marketing plans

designed to fill market needs and reach marketing objectives. Plans and objectives are
generally tested for measurable results. Commonly, marketing strategies are
developed as multi-year plans, with a tactical plan detailing specific actions to be
accomplished in the current year. Time horizons covered by the marketing plan vary
by company, by industry, and by nation, however, time horizons are becoming shorter
as the speed of change in the environment increases. Marketing strategies are dynamic
and interactive. They are partially planned and partially unplanned. See strategy
dynamics.
Marketing strategy involves careful scanning of the internal and external
environments. Internal environmental factors include the marketing mix, plus
performance analysis and strategic constraints. External environmental factors include
customer analysis, competitor analysis, target market analysis, as well as evaluation of
any elements of the technological, economic, cultural or political/legal environment
likely to impact success. A key component of marketing strategy is often to keep
marketing in line with a company's overarching mission statement. Besides SWOT
analysis, portfolio analyses such as the GE/McKinsey matrix or COPE analysis can be
performed to determine the strategic focus.
Once a thorough environmental scan is complete, a strategic plan can be constructed
to identify business alternatives, establish challenging goals, determine the optimal
marketing mix to attain these goals, and detail implementation. A final step in
developing a marketing strategy is to create a plan to monitor progress and a set of
contingencies if problems arise in the implementation of the plan.

Types of strategies
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by adding citations to reliable sources. Unsourced material may be challenged and
removed. (June 2008)
Marketing strategies may differ depending on the unique situation of the individual
business. However there are a number of ways of categorizing some generic
strategies. A brief description of the most common categorizing schemes is presented
below:
Strategies based on market dominance - In this scheme, firms are classified based on
their market share or dominance of an industry. Typically there are four types of
market dominance strategies:

Leader

Challenger

Follower

Nicher

Porter generic strategies - strategy on the dimensions of strategic scope and strategic
strength. Strategic scope refers to the market penetration while strategic strength
refers to the firms sustainable competitive advantage. The generic strategy
framework (porter 1984) comprises two alternatives each with two alternative scopes.
These are Differentiation and low-cost leadership each with a dimension of Focusbroad or narrow.

Product differentiation (broad)

Cost leadership (broad)

Market segmentation (narrow)

Innovation strategies This deals with the firm's rate of the new product
development and business model innovation. It asks whether the company is on the
cutting edge of technology and business innovation. There are three types:

Pioneers

Close followers

Late followers

Growth strategies In this scheme we ask the question, How should the firm
grow?. There are a number of different ways of answering that question, but the most
common gives four answers:
Marketing warfare strategies - This scheme draws parallels between marketing
strategies and military strategies.
Strategic models
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by adding citations to reliable sources. Unsourced material may be challenged and
removed. (June 2010). Marketing participants often employ strategic models and tools
to analyze marketing decisions. When beginning a strategic analysis, the 3Cs can be
employed to get a broad understanding of the strategic environment. An Ansoff
Matrix is also often used to convey an organization's strategic positioning of their
marketing mix. The 4Ps can then be utilized to form a marketing plan to pursue a
defined strategy.
There are many companies especially those in the Consumer Package Goods (CPG)
market that adopt the theory of running their business centered around Consumer,
Shopper & Retailer needs. Their Marketing departments spend quality time looking
for "Growth Opportunities" in their categories by identifying relevant insights (both
mindsets and behaviors) on their target Consumers, Shoppers and retail partners.
These Growth Opportunities emerge from changes in market trends, segment
dynamics changing and also internal brand or operational business challenges.The
Marketing team can then prioritize these Growth Opportunities and begin to develop
strategies to exploit the opportunities that could include new or adapted products,
services as well as changes to the 7Ps.
Real-life marketing

Real-life marketing primarily revolves around the application of a great deal of

common-sense; dealing with a limited number of factors, in an environment of
imperfect information and limited resources complicated by uncertainty and tight
timescales. Use of classical marketing techniques, in these circumstances, is
inevitably partial and uneven.
Thus, for example, many new products will emerge from irrational processes and the
rational development process may be used (if at all) to screen out the worst nonrunners. The design of the advertising, and the packaging, will be the output of the
creative minds employed; which management will then screen, often by 'gut-reaction',
to ensure that it is reasonable.
For most of their time, marketing managers use intuition and experience to analyze
and handle the complex, and unique, situations being faced; without easy reference to
theory. This will often be 'flying by the seat of the pants', or 'gut-reaction'; where the
overall strategy, coupled with the knowledge of the customer which has been
absorbed almost by a process of osmosis, will determine the quality of the marketing
employed. This, almost instinctive management, is what is sometimes called 'coarse
marketing'; to distinguish it from the refined, aesthetically pleasing, form favored by
the theorists.

Business model

Customer engagement

Market segmentation

Pricing strategies

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 firms strengths and weakness.
Size of the market

How well the market is served

Prospective inches

Marketing mix required to succeed

Core competencies required

Size of the market:

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

Market Segmentation
The customer base of JK Tyre covers the entire Original Equipment Market (OEM) in
India together with Replacement Market for four wheeler vehicles, Defense and State

Transport Undertakings (STU). "The demand of tyres in a particular market is

determined by the vehicular population in that market. However, the ownership
patterns are now slowly changing, specially in the metros, affecting the marketing
strategies of tyre majors" In this section of brand speak, Neeraj Bhatia, General
Manager- Marketing talks to exchange4media's Nikhil Gupta, about the brand- JK
Tyres, their marketing strategy and unique trends in the Indian market. Starting his
career with the Modi Group, Bhatia joined JK tyres as a marketing manager in year
1994, rose through the ranks to become General Manager- Marketing in year 2001
and he is now driving the brand towards new levels in the consumer mind space.

JK Tyre's No 1 market position

In what is being considered as a landmark decision in the highly competitive Indian
tyre industry, the Advertising Standards Council of India (ASCI) has upheld JK
Industries Ltd's claim of being India's No 1 tyre manufacturer in the four-wheeler tyre
segment, reaffirming JK's leadership position in the market.
Expressing his happiness over ASCI's judgement, JK Tyre marketing director T K
Banerjee says: ''This is a fabulous example of why all of us need to have faith in
bodies like ASCI. We believe that the process of self-regulation in Indian advertising
is working for both companies and agencies. We also hope that this would encourage
various players to bring superior technology and consumer service standards and
claim leadership in a more healthier and competitive manner.''
The case was started when few competitors filed a complaint with ASCI against JK
Tyre's print advertisement, in which JK Tyre announced its numero uno position in the
four- wheeler tyre segment, quoting production figures compiled by Automotive Tyre
Manufacturer Association and other authentic industry sources. But the competitors
contradicted the claim, stating the fact that market figures from a company's annual
report should be used as authentic data to claim one's leadership, not the production
figures.
But ASCI considered the case at the Consumer Complaints Council on 23 May 2002
and upheld JK Tyre's contention that production figures, as compiled by authentic

industry sources and used by JK Tyre to claim its leadership, is a valid and applicable
comparison platform.
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 worldclass technologies in India, JK Tyre has recently launched the country's first ecofriendly coloured tyres as well as steel-belted tractor rear radials.

Sales & Marketing

Strategically situated across the North American continent, our Sales and Marketing
teams offer customers a comprehensive portfolio of well-known and highly-respected
tire brands for every market segment and price point. Whether you enjoy direct
customer contact or developing sophisticated marketing strategies, our Sales and
Marketing organizations offer a wide range of challenging career options.
Sales Michelin sales professionals are field-based and customer-focused. You'll work
independently, without daily supervision in a competitive, dynamic, and goal-driven
environment. You'll need effective communication skills and the ability to interface
equally well with the tire technician or the company owner. Extensive travel, both on
a daily and overnight basis, is required. All sales employees complete extensive
training at the Michelin Sales Training Center in Greenville, S.C.
Retail Sales Representative The Retail Sales Representative professionally
represents Michelin and optimizes the sell-in and sell-out of passenger tires through
all national retail account locations. You'll assist in achieving the business objectives
and priorities of the National Retail Group (NRG) through proper implementation of
distribution, training, merchandising/promotions and pricing/competitive strategies.

Analyzes strengths, weaknesses, opportunities and threats facing the National

Retail Group locations within each market

Determines the need for and provides training to customers to achieve

business objectives and priorities set by the National Retail Group

Ensures implementation of all team/individual promotions at each point of sale

Reports on all competitive activities, including pricing, strategies and other

local marketing activities

Effectively communicates with internal/external customers at all levels

Ensures that all NRG accounts comply with established merchandising

programs

Supports and participates in weekend account-specific events and activities

A bachelor's degree, preferably in business administration or a related field, is

required. Knowledge of market analysis, customer relations, budget
management, needs analysis, and brand positioning is helpful.

Fleet Account Manager Fleet Account Managers (FAMs) serve as business

consultants to truck fleet customers and assist in lowering fleet operating costs
through tire sales, analyzing alignment/wear problems, performing cost-per-mile
analyses, and investigating mechanical issues. As an FAM, you'll implement a variety
of sales strategies, tactics, programs, and training to create a level of support and
service that meets or exceeds the needs of the fleet customer.

Forms effective, consultative partnerships with assigned accounts that result in

increased sales of Michelin products

Advises, recommends and assists in the development and execution of sales

and service plans

Maintains the highest possible net recovery for each given sale

A bachelor's degree, preferably in business administration or a related field, is

required. Knowledge in market analysis, customer relations, budget
management, needs analysis, and brand positioning is helpful.

Marketing The Michelin North America marketing strategy is based on delivering

superior value in brands, products and services to customers with vehicles ranging
from bicycles to the Space Shuttle.
Our products are marketed directly to end-users in the trucking, earthmover, aircraft,
and agricultural markets and through various channels including national retailers
(like Sam's Club, Wal-Mart and Sears), independent wholesalers and retailers.
Associate Marketing Manager The Associate Marketing Manager is an entry-level
position within the passenger and light-truck marketing group located at North
American Headquarters in Greenville, S.C. Initial assignments may be in market
research, advertising, communications or web site development. A strong marketing
orientation, excellent oral and written communications skills, analytical skills, and
creative problem solving abilities are required. Project assignments vary and include
budget analysis, consumer and trade promotions, new product introductions and
point-of-sale material development. New employees receive product training at the
Michelin Sales Training Center. Experienced employees receive additional training in
applied marketing through Michelin Marketing Training.

Manages the brand S&A budget

Develops and executes consumer and trade promotions

Analyzes brand financial and budget status

A bachelor's degree in marketing and relevant marketing experience is

required; MBA is strongly desired

ORIGINAL EQUIPMENT MARKET (OEMS)

The category under which automobiles industries use particular branded tyre as
standard fitment for their vehicles. Companies, which form this market, are MUL,
M&M, TELCO, HM, and BAJAJ TEMPO. It consists of nearly 32 % of JK business.
The association of MUL with JK Tyre is envy of many competitors in same segment.
Maruti 800, Zen is few models, which have standard fitment of JK tyres.

REPLACEMENT MARKET

The market comprising of Dealers and Distributors. It constitutes largest Business

share of JK Tyre constituting nearly 53% of total business. It is backed up by 3500
strong dealership network spread all across the country.

EXPORT
The production process being undertaken for a predetermined foreign market falls
under Export category. It is widely spread across 50 countries in 6 continents
constituting 11 % of business.

KEY MARKETING AND COMPETATIVE ADVANTAGES

Technology leadership
Pioneered the Radial Revolution in India.
Introduced T- Rated Radial Tyres in India.
ISO 9001 Worlds first ever tyre company to get this certification for entire
operations.
Introduced H- Rated Radial in India.
QS- 9000 - Worlds first tyre company for multi- location operations.
ISO 14001 - Indias first tyre company for multi- location operations.

R & D Center
Hari Shanker Singhania Elastomer & Tyre Research Institute (HAESETRI) an
independent research institute promoted by JK Tyre is engaged in basic & applied
research in elastomer & tyre including assimilation and dissemination of knowledge,
First of its kind in India.

Quality Movement
J.K. Tyre has the following Quality System Accreditation to its credit:
ISO 9001
QS 9000
ISO 14001
HASETRI has the following Quality system Accreditation:
ISO 9002

Sales and Service

Countrys top exporter with exports to 50 countries across six continents. It has a vast
distribution and service network besides the unique steel wheels outlets a chain
of more than 90 tyre care centers across India. It has unique dial a tyre service to its
credit.

Continuous up-gradation.
IN pursuit of excellence, J K has invested Rs 280 Crores in last five years on up
gradation of manufacturing facilities.

ASSOCIATION WITH MOTOR SPORTS

JK Tyre has expressed its corporate responsibility in the development of exports in
India, promoting professional rallying and racing by sponsoring team of
drivers-Team JK Tyre, which has reigned as the national Rally Champion for four
years in a row (2009-10).
JK adopted the promotion and development of Motor sports as its long-term strategy.
It has taken upon itself the task of identifying motor sport racing talent in the country
and then guides these talents to get essential exposure to various national and
international forums.
Akbar Ebrahim: The first Indian to drive in F2 and F3 championship.
Narain Karthikeyan: The first Indian to test drive at F1.
Parthiva Sureshwaran: The fastest Indian in Asia.
The above-mentioned are few name of outstanding talented drivers, JK has put on the
International circuit. Over the span of last five years, JK has invested over Rs 15
crores to support its several initiatives in this direction and build a unique
infrastructure.

SUPPLY CHAIN MANAGEMENT

Long term partnerships, have been developed with technical collaborators, OEMs
dealers / distributors, C&F agents, Transporters, service providers and vendors. These
partnerships have been developed over last few years and are based on mutual trust

and benefits. The partners have been selected on the basis of the items as well as their
capabilities to meet their volumes, quality, delivery and other service requirements.

TECHNICAL COLLABORATIOR CONTINENTAL AG, GERMANY

JK tyre has long-term partnership of more than 25 years with them, and still going
strong.

OEMs
They have two major OEMs as their partners Maruti Udyog and Mahindra
Automotives. They are the only tyre company, which was audited by Suzuki Motor
Corporation R&D for ascertaining their capabilities to tailor make a Tyre, which could
provide optimal performance of the vehicle.

DEALEARS / DISTRIBUTORS
In the replacement market they have around 3500 dealers in the country. In addition,
an innovative concept of steel wheels outlets has been created currently the chain
has 90 tyres care centers, which will increase to 130 by April03. A one-stop shop for
the wheel alignment, computerized wheel balancing and automatic tyre changing
were few concepts provided by JK Tyres to its customers through their dealers and
distributors. Through the concept of A SYNERGY OF ENERGY JK and Indian Oil
Corporation have built a mutually beneficial relationship to service the customer. This
includes installation of air filling stations and free tyre check camps at selected IOC
petrol pumps.
C&F AGENTS: JK have 51 C&F Agents spread all across the country.
EXPORTS: Based on the principles of dealing, reliability of quality and delivery and
standing by the customer during difficult market conditions has paid dividend in terms
of consistent exports over the last four years. As a result, export volumes of truck /
bus tyres as a total truck tyre production has been higher than the industry average by
3-5%.

TRANSPORTERS
JK have developed transporters for movement of both finished goods as well as raw
materials on the basis of SWOT analysis, their customer base, responsiveness etc.
Training is imparted to them on various aspects of Quality Management System

(QMS) and Environment Management System (EMS). Around 40% of their transport
business is handled by one of their major transport.

VENDORS- TUBES AND FLAPS

JK is outsourcing tubes and flaps for dual purposes, one for cost saving and another
because of limited in house capacity in vie of low value addition. They have
developed dedicated vendors by providing them moulds technical/ system support,
training etc. Three out of six tube vendors and one out of three flap vendors have
obtained ISO 9001 certification. The target date for balance vendors is 31 st march
2011.

Year

Number of Distributor Agents

2006-2007
2007-2008
2008-2009
2009-2010

58
63
74
89

For the benefits of the customer JK have been distributing corporate brochures,
product leaflets, price lists and handouts free of cost to make an impression in the
eyes of the capable customers.

SALES GROWTH
Year

Sales

Volume Total

Average
2007-2008
2008-2009
2009-2010

(Per Month)
16024
19388
22302

Sales %

Rank in The Industry

nos. (Average Nos. Share

Per Month)
70167
90417
117333

22.8
21.4
19.0

2nd
2nd
2nd

MARKETING CONCEPTS AND STRATEGIES

Modern & successful concepts of marketing have been discussed:
Strategies for profitable growth of j.k tyres limited have been suggested based on
these concepts.
A business can have sustainable growth if there is efficient customer service.

THE CUSTOMER FIRST, LAST & ALWAYS

Expectations are shaped by the customers personal needs, past experience and the
nature of the service on offer. Corporate image/positioning plays an important role in
the development of these expectations. Perceptions are influenced not only by what
the customer receives but how the service is delivered
These are influenced by companys objectives, strategies and operational needs.
Typically it is only when a service delivery fails that customers begin to make an
assessment of the level of service delivery achieve against their expectations. Nothing
is worthwhile until it touches the customer.
Without satisfied customers, you lose business to your competitors. Without the
ability to satisfy customers, you fail to attract new business. There are only two
possible sources of business revenues, selling to new customers or selling to repeat
customers. And since repeat customers are generally easier and more profitable to
work with, you generally want to maximize marketing strategy and ensure a high rate
of retention.
Thus to succeed, a business needs to attract new customers, and then make sure they
are sufficiently satisfied to come back again & again. To attract; companies redesign
the products, lower prices, develop new ad campaigns, seek faster & more convenient
ways to distribute the products to customers and so forth the options are limited only
by your marketing imagination similarly to retain customers cos. In improved
customer service, warranties & quality of their product and anything else they think
might help.

MARKETING CONCEPTS
The marketing concept is something you have to adopt at many levels, emotionally as
well as rationally.
People who have decided to act as if the customers are always right have a different
approach to business. It is not that they literally chose to lose every argument with
customers. Or that they think they can ask customers how to run their business. Its
that they chose to accept responsibility for marketing strategy. And that means they do

not blame customers, but instead look within themselves and their companies
whenever they fail to attract a new customer or retention an old one.
The failure of a new product is most likely because the products did not live up to
customers expectations and needs. The failure to maintain a leadership positions for
long enough to benefit from the several advantages of being the first mover firm is
another source of disappointing product launches.
An increasing number of companies seem to be pursuing what is known as the fastfollowers strategy, which involves rapid imitation of innovating competitors. Fast
followers increase the threat that a competitor will steal the thunder and some of the
profits. Given this threat how can you be sure a new products competitive advantage
will prove durable? What can be done to foil the efforts of those diabolical fast
followers?

THE FACTORS THAT CAN BE USED TO MAKE THE PRODUCT

HARDER TO IMITATE
Product Form

Give the product a distinctive form and encourage customers to

Product Function

make inferences about product function from its form.

Differentiate the product on one or more functional
characteristics rather than introduce a generic or non-

Product Intangibles

specialized product.
Innovate in this area, adding value through warranties,
financing, product availability, support to the customer and so

Pricing

forth
Use penetration pricing, and also price based sales promotion,
if appropriate, to encourage rapid trial and adoption.

Promotion

Use advertising and other promotional efforts to carve out a

desirable position within the market, building consumer
awareness of this position and signaling possession of it to
potential competitors.

Distribution

Minimize transaction barriers (obstacle to customer purchase &

use). Invest in building good distribution channels to make the
product readily available and to support the user.

Firm Characteristics

A unique location or specialized skills and resources can

provide the building blocks of durable competitive advantages.
Basically, if your firm is less like its competitors, it is more
likely to come up with hard to imitate innovations.

THE company is one among the major players in the Indian tyre industry the main
competitors being. Apollo MRF Ceat, Birla G- year Bridgestone. The competition is
not restricted to the product mix only but also to the price mix promotion mix product
range quality product development product positioning and other areas in preview of
marketing management. J.K Tyre has successfully overcome the prevailing recession
in the economy and further strength then its position vis--vis competitors by
improved operations cost reduction and aggressive consumer focused marketing. The
rate of growth is much higher than the comparative growth in the industry.

BRIEFING ABOUT THE COMPETITIOR

GOODYEAR INDIA LTD: -Goodyear India ltd is subsidiary of Goodyear an
American multinational that is one of the largest tyre manufacturers in the world.
Goodyear has a substantial share in the global market and in 1955 it was 3 rd among
the top 20 tyre manufacturers in the world with a sales of $10105million.

But

Goodyear indicated is relatively enjoying a market share of about 6% and despite

strong brand loyalty has not been able to overcome its increase in its cost.

MRF: - MRF ltd was established in 1960 manufacturers automobile tyre in

collaboration with mans field tyre and rubber company U.S.A. MRF becomes the
largest manufacturer in 1993 with a turnover of Rs 1500crore. The company makes
automotive tyres conveyor belts tubes leather products and surface coaching. It was
the largest producer of tyre in each and every segment in 1995-1996. Mrf enjoys high
brand equity as well as a very good reputation both between consumer and dealers.

Today MRF has a

Vast network spanning 3000 dealers across India around 50 to 100 new dealers
joining up every year. Today the company spends about Rs 40 crorers on advertising,
which revolves around strengths and the vision of its pneumonic the mrf muscleman.
A special factory dedicated entirely to the manufacture of radials is being built up at
Pondichery, MRF tyres were also chosen for fitment on the ford opal and feat uno
further proofs its superior quality.

DUNLOP INDIA: - Dunlop world wide had been at the fore front of every
development of pneumatic tyres, which is the actual name of tyres we use for 100
years after 100 years of establishment Dunlop tyre group is a global network, fully
geared to meet the growing needs of the world market. Today Dunlop has the size
economies and scale that enable it to invest in research and development and in
modern facilities to manufacture products of highest quality. It has got technical
collaboration with sumitomo rubber industries Japan Dunlop ltd U.K. currently under
take over of Mr. Chhabria.

CEAT LTD: - set up in 1958 management under R.P. Goenka, technical

collaboration with Yokohama rubber company Japan. Ceat ltd enjoys a market share
of about 20%. It has found its position amongst the top manufactures in the country. It
has manufactured a wide range of tyres and boosts of capacity utilization of 55%. It is
the second largest car tyre manufacturers in the world with a turn over of $322million.

APOLLO TYRES: -set up in 1972 in Karla by industrialist Raunaa Singh with

technical collaboration with general tyre international. Apollo is one of the fastest
growing tyre companies in the world. Its strength lie in its aggressive marketing and
this is reflected in sales growing of over 30% per annum for the last 5 years, the
company produced truck lcv passenger car tyres. Apollo is tied up with s Kumars to
manufacture-2 wheeler tyre to sell under the Apollo brand name Apollo is among top
three manufacturers in the country and in 1995 it was 16 th amongst the top 25 tyre
manufacturers in the world with a turn over of about $376million.

CHAPTER- 2
OBJECTIVE & METHODOLOGY

OBJECTIVE & METHODOLOGY

2.1: Research objective
To determiner which of the attributes are most critically examined by the
consumers before making a purchase decision.
To determine as to what factors are considered by the consumers to take a decision
while going for repeat sales.
To determine the consumers perception about jk tyre products and to record their
recommendations.
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 customers needs regarding the product and policies formulated by
the company.
To find out the brand image of JK tyre

MANAGERIAL USEFULNESS OF THE STUDY

The ultimate objective of the management of any organization is to maximize the
profits of the organization by increasing the consumer satisfaction and improving the
goodwill of the organization.
It would help to predict the threats from the competitive companies.
Study would help to know the steps required to boost the sales of various dormant
products.
Study would enable the organization to determine the u s p (unique selling
preposition), which the company must promote.

2.2 RESEARCH METHODOLOGY

The methodology is an integral primary part of the project work. Every project has
been undertaken in and definite manner, which forms the validity of the report. The
project undertaken by me is also based on a definite method, which is usually found in
most of the research projects.
The methodology in my project is based on the following manner in a sequential
order: -

Data Collection
Data Collection (types of data).
Source of data collection.
Method of data collection
Data Analysis
Sampling
Sample Size

Matching of Samples
The above-mentioned points of methodology are precisely discussed as below in the
following points: -

DATA COLLECTION
The collection of data is a core part of every activities relating to marketing decisions.
The information derived from such data is closely analyzed, interpreted and a
conclusion has been arrived on which other decisions are totally depends.
There are various sources from where data can be collected and there should be most
appropriate methods in the application of which we can collect the data. In the
application of sources and methods the reliability and accuracy must be well judged
prior
To collection: The whole study has been worked out depending on the data availed
from.

Sources of data collection

There two sources on which data can be collected via primary source and secondary
source. The data, which are prepared from the main proposed and researcher or
owner, it is called primary source and the data collected from this source is called
primary data. The data which is collected from the persons, private bodies, private
research agencies etc are called secondary source and the data collected is from both
primary and secondary type.
The following are the data that have been collected from both the sources: Primary data: - In the course of carrying out the project I have collected very few
data from this source but they are more needed in carrying out the project work. The
following data has been collected from this source like the market share of
competitors and market share of JK.
Secondary Data: - Most of the data in my project has been collected from the
secondary source as the data is only available to them and other parties I have find the
most convenient source and collected from them. The data collected from this source
are the past records and it is used to analyses.
The data, which have been collected from this source, are mentioned below:
Historical data from Internet
Past records from the company
Product line of J.k Tyres

Methods of data collection

The method of data collection is as the source of collection of data. The methods of
data collection establish a pattern, the application on which provides a well fledged
out data.
A most appropriate method will produce data, which are more accurate, reliable, and
cheap and also will require less time and efforts in the collection. In the carrying of
my project I have used the following methods in collecting the data: -

Personal Enquiry: - The data from the general public has been collected by the use
of the method of personal enquiry. The dealers and customers (transporters) located at
different places in and around Delhi were approached by me to obtain favorable and
required data to add in to the part of my project.
Personal Survey: - The information regarding Tyre industry being used by many
transporters has been collected through personal survey.
The application of the above mentioned the guide has instructed methods. Infact, in
some cases it has been beneficial on the part of the project to meet the big persons like
head persons of any organization or any company. The most important part of the
project under the data collection has been the collecting the information from the
various sectors of Delhi and around Delhi.

SAMPLING
Sampling is a most important part of the data collection. It is a tool that tries to
matches the data according to the criteria. The sampling methods is used specially in
the context of data segregation Researchers in the field of market research scientific
investigation and other fields study where it requires a deep ground selection of
variables. So, sampling is a relevant answer to the accurate and most appropriate
selection.
There are many methods of segregating the samples probability and non-probability
sampling is the abstraction of the data into mathematical calculation which is done by
the application of various formulas of probability. The non- probability sampling is
the non-mathematical presentation of the sampling. The most important part of the
non-probability sampling is the samples are selected ambiguously without any
concrete methods.
There are various types of non-probability sampling, which is used by the investigator
or researcher according to his convenience.
Judgment Sampling: - The judgment sampling is a kind of non-probability sampling
where the researchers select the samples from according to its judgment The criteria

have been fixed previously before taking in to consideration of the samples. The
judgment sampling is one of the most important parts of carrying out in any project
work.
QUESTIONNAIRE DESIGN / FORMULATION
Questionnaires: - A questionnaire consists of a set of questions presented to
respondent for their answers. It can be Closed Ended of Open Ended
Open Ended: - Allows respondents to answer in their own words & are difficult to
Interpret and Tabulate.
Close Ended: - Pre-specify all the possible answers & are easy to Interpret and
Tabulate.
TYPES OF QUESTIONS USED IN THIS PROJECT
Close ended Questions
To know the choice of the people regarding various matters.
Dichotomous Questions
This has only two answers Yes or No.
Multiple Choice Questions
Where respondent is offered more than two choices. This is done to know the
choice of the customers regarding different matters.
Sample Extent
NCR Delhi
SAMPLE SIZE: 100 trucks
Method of Collection: Market Survey
Time Frame
8 weeks in 2011

Sampling Methods: In this project study, the method adopted for the sampling purpose is the most
common method of sampling:

2.3 : Limitations of the Research

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 restricted only to sample space chosen for the study. In this method,
we select our sample units by picking them from the population randomly. So
when applied to our project, it means that we just walk out in different areas of

Delhi and border area that come in U.P. for required no. of respondents were
chosen from different localities.
Sample of those competitors companies that are involve in manufacturing of tyres
also gave us the information for fulfillment of our project goal.

CHAPTER 3
DATA ANALYSIS & INTERPRETATION

DATA ANALYSIS AND INTERPRETATION

1. Fitment Survey of Different Tyre Companies in Heavy Commercial Vehicle in
and Around Delhi (6 Wheelers)
COMPANIES
CEAT
MRF
JK TYRES
APOLLO
BIRLA
OTHERS
TOTAL

NO. OF TYRES
124
129
86
192
41
28
600

7%

PER%
20.66%
21.50%
14.33%
32%
6.83%
4.66%
100.00%

5%
21%
CEAT
MRF
JK TYRES
APOLLO

31%

BIRLA

22%

OTHERS

14%

2. Fitment survey of different tyre companies in heavy commercial vehicle in

and around Delhi(10 wheelers)
COMPANIES

NO. OF TYRES

PER%

APOLLO
JK TYRES
MRF
CEAT
BIRLA
OTHERS
TOTAL

285
160
175
295
15
70
1000

28.50%
16.00%
17.50%
30%
1.50%
7.00%
100.00%

7%
2%
28%
APOLLO
JK TYRES
29%

MRF
CEAT
BIRLA
OTHERS
16%
18%

3. Market share of different companies in HCV segment at RIB position (RIB

survey)

COMPANIES
APOLLO
JK TYRES
MRF
CEAT
BIRLA
OTHERS
TOTAL

RIB
138
43
49
52
24
44
350

PER%
14.86%
14.00%
12.29%
39%
6.85%
12.57%
100.00%
RIB

13%
APOLLO

7%

39%

JK TYRES
MRF
CEAT

15%

BIRLA
OTHERS
14%

12%

4. MARKET SHARE OF DIFFERENT COMPANIES IN HCV SEGMENT AT

LUG POSITION (LUG SURVEY)

COMPANIES
APOLLO
JK TYRES
MRF
CEAT
BIRLA
OTHERS
TOTAL

LUG
156
54
62
59
31
38
400

PER%
14.75%
15.50%
13.50%
39%
7.75%
9.50%
100.00%

LUG

8%

10%
38%

15%

15%

14%

APOLLO
JK TYRES
MRF
CEAT
BIRLA
OTHERS

5. MARKET SHARE OF JK TYRES IN HCV SEGMENT AT RIB/LUG

POSITION
PRODUCT
JET RIB
JET MILE
JET TRAK
ET TRAK DX
JET KING
ETTRAK TUF
TOTAL

RIB/LUG
RIB
RIB
LUG
LUG
LUG
LUG

NO. OF TYRES
34
6
34
19
48
24
165

60
48

50
40

34

34

30

24
19

20
10

6
20.00%

3.00%

RIB

RIB

JET RIB

JET MILE

20.00%
LUG

12.00%
LUG

JET TRAK JET TRAK

DX

30.00%

15.00%

LUG

LUG

JET KING

JETTRAK
TUF

6. LOAD TREND SURVEY

LOAD

Weight in Tonnes
6 Wheeler

10 Wheeler

0-12

0-15

12-15

15-25

Moderate
Heavy

15-18

25-30

Super Heavy

18-above

30-above

Normal or Under load

7. LOAD TREND SURVEY OF 6 WHEELERS (VEHICLES)

LOAD

Weight in Tones

Normal or under load

0-12

82

Moderate

12-15

Heavy

15-18

Super Heavy

18-above

Total

No. Of vehicles

100

8. LOAD TREND SURVEY OF 10 WHEELERS (VEHICLES)

LOAD
Normal or Under Load

Weight in Tones

NO. Of vehicles
39

0-15
Moderate

15-25

58

Heavy

25-30

Super Heavy

30-above

Total

100

9. FACTORS

DETERMINING

THE

BUYERS

BEHAVIOUR

PERCENTAGE

FACTORS

NO. OF SAMPLES

PER %

PRICE

13

11.81%

DURABILITY

74

67.27%

DEALER

5.45%

BRAND

11

10%

OTHERS

5%

TOTAL

110

100.00%

OTHERS
BRAND 5%
10%
DEALER
5%

PRICE
12%
PRICE
DURABILITY
DEALER
BRAND
OTHERS
DURABILITY
68%

IN

10. NO. OF TYRE PURCHASED FROM DIFFERENT SOURCES

PLACE OF PURCHASE

NO. OF RESPONDENTS

PERCENT

MANUFACTURERS

33

30%

DEALERS

69

62.72%

OTHERS

7.27%

TOTAL

110

100%

69

70
60
50
40

NO. OF
RESPONDENTS

33

PER %

30
20
10
0

8
30%
MANUFACTURERS

62.72%
DEALERS

7.27%
OTHERS

11. PROBLEMS IDENTIFIED IN JK TYRE IN PERCENTAGE

PROBLEMS

RESPONDENTS

PERCENT

SEPERATION

18

22.00%

BURST

8.53%

WEAK CROWN

11.00%

EXTRA FRICTION

6.09%

NO PROBLEM

43

52.43%

TOTAL

82

100.00%

SEPERATION
22%
SEPERATION
BURST
BURST
9%

NO PROBLEM
52%

WEAK
CROWN
EXTRA 11%
FRICTION
6%

WEAK CROWN
EXTRA FRICTION
NO PROBLEM

Q12. HOW DO YOU MANAGE YOUR SUPPLY CHAIN?

Manually
Electronically

Q13. HOW SUCCESSFUL DO YOU THINK IS YOUR COMPANY IN

MANAGING ITS SUPPLY CHAIN?
Hugely successful
Somewhat successful
Somewhat not so-successful
Not at all successful

Q14. WHICH OF THE FOLLOWING YOU THINK THAT YOURE

COMPANY NEEDS TO DO IN ORDER TO MANAGE ITS SUPPLY
CHAIN BETTER?
CLOSE PARTNERSHIP WITH SUPPLIERS
CLOSE PARTNERSHIP WITH CUSTOMERS

Q15. DOES

YOUR

DEPARTMENT?
Yes
No

COMPANY

HAVE

SEPARATE

LOGISTICS

Q16. DOES YOUR COMPANY HAVE A CLEAR LOGISTICS STRATEGIC

PLAN?
Strongly agree
Somewhat agree
Neutral
Somewhat disagree
Strongly disagree

Q17. DO YOU AGREE THAT THE INTRODUCTION OF KNOWLEDGE

MANAGEMENT IN THE FIELD OF SUPPLY CHAIN MANAGEMENT
HAS ACTUALLY HELPED TO IMPROVE THE SUPPLY CHAIN
OPERATIONS?
Strongly agree
Somewhat agree
Neutral
Somewhat disagree
Strongly disagree

Q18. IN THIS AGE OF HIGHEST CONSUMER EXPECTATIONS AND

EVERY COMPANYS INITIATIVE TO MINIMISE THE SUPPLY
CHAIN COST, KNOWLEDGE MANAGEMENT HAS A CRUCIAL
ROLE TO PLAY IN SUPPLY CHAIN OPERATIONS, DO YOU
AGREE?
Strongly agree
Somewhat agree
Neutral
Somewhat disagree
Strongly disagree

CHAPTER-4
FINDINGS

FINDINGS
After taking the feedback of more than 100 customers the study reveals that
customers are fond of different brands in different areas. Like, in Gouripur area
almost 70% of customers prefer BIRLA tyres (especially SAMSON), in Panihati areas
customers prefer JK tyres, where in Dunlop people prefer JK & APOLLO. Not only
different choices but also having different experience on different brands. It has been
found that Apollo is the market leader in HCV segment. JK Tyre is competing with
CEAT in some of the brand, but it can be said that JK Tyre is at no.3. There are
various problems came when I was interacting with the customers. As discussed
aforementioned separation, cut & burst, expansion, weak crown & extraction are the
problems in JK TYRE.
Apollo is the market leader with approx 32% market share in 6 wheelers, whereas
CEAT is the market leader in 10 wheelers having market share 30%. Apollo, MRF,
CEAT is the main competitor of J.K. tyre. Durability is the main factor, which lead the
buying behavior of consumers. Price is the leading factor for J.K. Tyre. Separation is
the main problem in J.K. tyre.
The study shows that JKs strong contender is APOLLO whos quality was
appreciated by many. APOLLOs XT-7 & LOAD STAR SUPER are very much
preferred. In guaranteed tyres BIRLAs SAMSON is the main contender of JK.
Incase of normal loaded trucks customers mostly rely on CEAT but in over load
APOLLO & JK are reliable. Certainly MRF has not a good reputation at all.
JK is the market leader followed by APOLLO.
VIKRANT TRACK KING of JK is most used/preferred tyre overall.
In economy segment JK has Strong hold but premium segment is dominated by
APOLLO.
JK Tyre is having edge breaking problem

CHAPTER 5
RECOMMENDATIONS

RECOMMENDATIONS
The above study brings us to the conclusion that JK tyres have been successful in
terms of its marketing strategy. Good quality, good distribution network, long life
products has added to its success. But it needs to look in some areas of production like
heavy commercial vehicles. Being a key player in the Tyre segment JK tyres has built
a good brand value, though there are a few places where it has to achieve a lot yet, the
growing numbers and growing exports indicates that JK tyres and its business are all
in sweet spots.

RECOMMENDATION
Improve customer orientation, product quality especially in HCV segment. The
company shall reform its distribution policy and should prevent discrimination
between small dealers and big dealers while providing the sales promotion schemes
and performance rewards and all the dealers should be treated a like irrespective of
their size. The company should communicate with the dissatisfied consumers who
have quit JK Tyres and try to offer them better products and services. Document
should be delivered in time to consumers and dealers. JK marketing people should
regularly interact with customers. At the end aggressive marketing is required.

ANNEXURE

ANNEXURES
QUESTIONNAIRE
1. Fitment Survey of Different Tyre Companies in Heavy Commercial Vehicle in
and Around Delhi (6 Wheelers)
COMPANIES
CEAT
MRF
JK TYRES
APOLLO
BIRLA
OTHERS
TOTAL

NO. OF TYRES
124
129
86
192
41
28
600

PER%
20.66%
21.50%
14.33%
32%
6.83%
4.66%
100.00%

2. Fitment survey of different tyre companies in heavy commercial vehicle in

and around Delhi(10 wheelers)
COMPANIES
APOLLO
JK TYRES
MRF
CEAT
BIRLA
OTHERS
TOTAL

NO. OF TYRES
285
160
175
295
15
70
1000

PER%
28.50%
16.00%
17.50%
30%
1.50%
7.00%
100.00%

3. Market share of different companies in HCV segment at RIB position (RIB

survey)

COMPANIES
APOLLO
JK TYRES
MRF
CEAT
BIRLA
OTHERS
TOTAL

RIB
138
43
49
52
24
44
350

PER%
14.86%
14.00%
12.29%
39%
6.85%
12.57%
100.00%

4. MARKET SHARE OF DIFFERENT COMPANIES IN HCV SEGMENT AT

LUG POSITION (LUG SURVEY)

COMPANIES
APOLLO
JK TYRES
MRF
CEAT
BIRLA
OTHERS
TOTAL

LUG
156
54
62
59
31
38
400

PER%
14.75%
15.50%
13.50%
39%
7.75%
9.50%
100.00%

5. MARKET SHARE OF JK TYRES IN HCV SEGMENT AT RIB/LUG

POSITION
PRODUCT
JET RIB
JET MILE
JET TRAK
ET TRAK DX
JET KING
ETTRAK TUF
TOTAL

RIB/LUG
RIB
RIB
LUG
LUG
LUG
LUG

NO. OF TYRES
34
6
34
19
48
24
165

6. LOAD TREND SURVEY

LOAD

Weight in Tonnes
6 Wheeler

10 Wheeler

0-12

0-15

12-15

15-25

Moderate
Heavy

15-18

25-30

Super Heavy

18-above

30-above

Normal or Under load

7. LOAD TREND SURVEY OF 6 WHEELERS (VEHICLES)

LOAD

Weight in Tones

Normal or under load

0-12

82

Moderate

12-15

Heavy

15-18

Super Heavy

18-above

Total

No. Of vehicles

100

8. LOAD TREND SURVEY OF 10 WHEELERS (VEHICLES)

LOAD
Normal or Under Load
Moderate
Heavy
Super Heavy
Total

Weight in Tones
0-15
15-25
25-30
30-above

NO. Of vehicles
39
58
1
2
100

9. FACTORS DETERMINING
PERCENTAGE

THE

BUYERS

BEHAVIOUR

FACTORS

NO. OF SAMPLES

PER %

PRICE

13

11.81%

DURABILITY

74

67.27%

DEALER

5.45%

BRAND

11

10%

OTHERS

5%

TOTAL

110

100.00%

10. NO. OF TYRE PURCHASED FROM DIFFERENT SOURCES

PLACE OF PURCHASE

NO. OF RESPONDENTS

PERCENT

MANUFACTURERS

33

30%

DEALERS

69

62.72%

OTHERS

7.27%

TOTAL

110

100%

11. PROBLEMS IDENTIFIED IN JK TYRE IN PERCENTAGE

PROBLEMS

RESPONDENTS

PERCENT

SEPERATION

18

22.00%

BURST

8.53%

WEAK CROWN

11.00%

EXTRA FRICTION

6.09%

NO PROBLEM

43

52.43%

TOTAL

82

100.00%

IN

Q12. HOW DO YOU MANAGE YOUR SUPPLY CHAIN?

Manually
Electronically

Q13. HOW SUCCESSFUL DO YOU THINK IS YOUR COMPANY IN

MANAGING ITS SUPPLY CHAIN?
Hugely successful
Somewhat successful
Somewhat not so-successful
Not at all successful

Q14. WHICH OF THE FOLLOWING YOU THINK THAT YOURE

COMPANY NEEDS TO DO IN ORDER TO MANAGE ITS SUPPLY
CHAIN BETTER?
CLOSE PARTNERSHIP WITH SUPPLIERS
CLOSE PARTNERSHIP WITH CUSTOMERS
Q15. DOES YOUR COMPANY
DEPARTMENT?
Yes
No

HAVE

SEPARATE

LOGISTICS

Q16. DOES YOUR COMPANY HAVE A CLEAR LOGISTICS STRATEGIC

PLAN?
Strongly agree
Somewhat agree
Neutral
Somewhat disagree
Strongly disagree
Q17. DO YOU AGREE THAT THE INTRODUCTION OF KNOWLEDGE
MANAGEMENT IN THE FIELD OF SUPPLY CHAIN MANAGEMENT
HAS ACTUALLY HELPED TO IMPROVE THE SUPPLY CHAIN
OPERATIONS?
Strongly agree
Somewhat agree
Neutral
Somewhat disagree
Strongly disagree

Q18. IN THIS AGE OF HIGHEST CONSUMER EXPECTATIONS AND

EVERY COMPANYS INITIATIVE TO MINIMISE THE SUPPLY
CHAIN COST, KNOWLEDGE MANAGEMENT HAS A CRUCIAL
ROLE TO PLAY IN SUPPLY CHAIN OPERATIONS, DO YOU
AGREE?
Strongly agree
Somewhat agree
Neutral
Somewhat disagree
Strongly disagree

REFERENCES/BIBLIOGRAPHY

REFERENCES/BIBLIOGRAPHY
BOOKS:
Kotler Philips, Marketing Management: 11th Edition, 2010, Prentice Hall of India
Ltd., New Delhi.
Marketing management, Rajan Saxsena
Trade journals of ATMA.
ITD India Case study on Indian tyre Brand.
COMPETITIVE STRATEGY , by Michael E Porter.

INTERNET WEBSITE LINKS

www.jktyres.com
www.google.com
www.Ceattyres.com
www.mrftyres.com
www.Apollotyres.com