Project Study Report

Topic: A Study on Customer Awareness of Birla Tyres

Submitted By: Mohd. Adeeb Khan
MBA/12/2232
Its a division of Kesoram Industries, was founded in 1991.
They manufacture tyres forautomobiles, motorcycles,commercial vehicles,
farm vehicles and heavy earth-mover machinery.
Headquarters Kolkata, India
Number of locations Balasore, Orissa
The company enjoyed an increase in turnover of Rs. 1947.22 crore in 2008
to Rs. 2849.61 crores in 2009.

BIRLA TYRES
BIRLA TYRES
From motorcycles to farm tractors, millions of people rely on Birla Tyres for their
everyday needs.

Birla Tyres for different categories of vehicles:

Truck and Bus

Light Truck

Passenger Car

Motor Cycle

Farm

OTR and mining

Pepsico foods (Frito
Lay)
Lays.
Kurkure.
Aliva

Haldirams (Traditional
Farsan.).

ITC Bingo


Parle (Musst Chips & Stix)

Parle Agro (Hippo)

Balaji (Chips).

Diamond (Chips).

Key Players
(Packaged snacks category)
13%
48%
5%
34%
Market Share (Packaged Snack Market)
Bingo
Lays
Parle's Musst
Others
Market Share
Mar 14, 2007
Bingo! was launched in March 2007 with a wide range of
exciting packaged salted snacks. The range includes multiple
flavor variants of Potato Chips & Finger Snacks.

The brand is associated with youth, fun and excitement. It
fulfils the consumers need for variety and novelty in snacks. At
present Bingo! has 4 sub-brands in its portfolio, each of which
have unique values based on consumer need differentiation.
- Bingo Yumitos
- Bingo Mad Angles
- Bingo Tede Mede
- Bingo Tangles












To study distribution practices of the ITC in Contrast with
Frito-Lay's and other companies
To identify factors influencing customers brand choice.
To examine comparative service quality across retailer base.
To ensure availability and visibility of Bingo at Retail outlets.
To offer suggestions for increasing market-share of ITC in
Snacks Industry.

Objective of the Research
RESEARCH METHODOLOGY
Research
Design
Exploratory
Area of
Sampling
Jaipur
Sampling
Technique
Convenient
Sampling
Tools &
Technique
Bar Graphs
Pie Charts
Percentages &
Average
Research
Instruments
Questionnai
re
Personal
Interview
Primary
Secondary
Data Source
Sample Size
210
Retailers
180
consumers
Not Cooperative respondent :
Out of the total respondent surveyed some of them were not
cooperative due to which accurate prediction was not possible

confined Study:
The study was confined to the Jaipur city only.

Limited Scope:
The study has not been intended on a very large scale, have
the possibility of errors, which cannot be ruled out.

LIMITATION OF THE STUDY

SALESMENS VISIT TO THE MARKET
180
190
95
80
0 100 200 300 400 500
ITC
Lays
Parle
Diamond
Interpretation:

Out of 210 outlets covered, 180 outlets are visited by the ITCs salesmen, Lays DS visits 190
outlets, Parle DS visits 95 outlets and Diamonds DS visit 80 outlets. In rural areas, at many
outlets the DS of Lays and Parle do not visit the outlets.
Distributor Salesman(DS) Visit in a week
0 100 200 300 400 500
once a week
Twice a week
Thrice a week
more
OTHERS
Parle
LAYS
ITC
Interpretation:-

DS of both the major brands Bingo and Lays visit market once in a week and are
more in no., While other brands like Parle Visit the market twice in a week but
they are lesser in no.
Availability of Product
0 100 200 300 400 500
ITC
LAYS
Parle
Others
Interpretation:

Out of 210 outlets, LAYS is on the top of the chart with availability in 185
outlets whereas ITCs Bingo is available in 155 outlets. Parle is available in 43
and others including Parle, Crax, & Diamond are available in 90 outlets of the
inner areas of city.

Preferred company
25%
41%
11%
23%
Preferred Company
ITC
LAYS
PARLE
Others
Total outlets
ITC LAYS PARLE OTHERS
210 53 87 23 47
Interpretation:
The above data clearly indicate that LAYS is most preferred Brand of the outlets
as the result of higher consumer demand and a strong brand image of the
company. Some outlets prefer the ITC and PARLE as they remain out of reach of
the DS of LAYS.
Grievance handling by Distributor Salesman(DS)
Total Grievances Satisfied Dissatisfied
ITC 180 133 47
LAYS 190 155 35
PARLE 95 76 19
74%
26%
ITC
Satisfied
Dissatisfied
Interpretation:
Out of 180 retail outlets, DS are successful in handling 133 retailers grievances
while 47 grievances remain dissatisfied.
Continue
82%
18%
LAYS
Satisfied
Dissatisfied
80%
20%
PARLE
Satisfied
Dissatisfied
Interpretation: Out of 190 retail outlets, 155
retailers grievances are satisfied while 35
grievances remain dissatisfied.
Interpretation: Out of 95 retail outlets, 76
retailers grievances are satisfied while 19
grievances remain dissatisfied

Preferred Company
22%
53%
10%
15%
Prefered Company
ITC
LAYS
PARLE
Total No. of
Consumer
ITC LAYS PARLE OTHERS
180 40 95 18 27
Interpretation:
The above data clearly indicate that LAYS is most preferred company by the
consumers due to a strong brand image of the company and also it matches their
taste. ITC is trying its best to reach more and more consumers.


Factors affecting
Preferred company

Interpretation:
The above data clearly indicate that LAYS is most preferred company by the
consumers due to a strong brand image of the company and also it matches their
taste. ITC is trying its best to reach more and more consumers.

50%
17%
23%
10%
Criteria for selection
Taste
Pricing
Visiability/Availabili
ty
Others
No. of Consumers Taste Pricing Visibility Others
180 90 31 41 18
Source of Knowledge
Interpretation:
The above data clearly indicate that visibility of the product at the outlet increases
the knowledge of the consumer about the product. Also the recommendation of
friends and relatives are always a major source of knowledge for any product.
Magazines and newspaper also helps Brands to reach to the consumers.

50%
26%
14%
10%
Source of knowledge
Outlet Visibility
Recommendations
Magazines
Others
Total
Consumers
Outlet
Visibility
Friends Magazine/Newspaper Others
180 90 47 25 18
Areas of Improvement
Interpretation:
The above data clearly indicate that taste and marketing are the two major areas
of concern where some improvements are required. Like taste of different flavors
of Mad Angles is good but in wafers some difference with Excellency is required.
45%
30%
17%
8%
Area of Improvements
Taste
Marketing
Pricing
Others
Total Consumer Taste Marketing Pricing/Weight Others
180 81 54 32 13
The market share of Lays is more than ITCs Bingo.

Advertising policy of Lays is better then ITC so sincere efforts of Sales
Promotion for Bingo are required.

A communication channel between retailer and company is required.

All the Sales Promotional Schemes should be communicated to Retailers
properly and on time.

Lays scores on flavor while Bingo is crunchier. Right now Lays has the
upper hand but Bingo has a good thing going with new and innovative
products like 'Mad Angles and Tangles.
Conclusions
Width of distribution i.e. Total no. of outlets covered should be increased in
order to bridge the distribution gap and for that ITC should increase no. of DS.

The profit margin on cost should be increased in order to compete with Lays.

ITC should also provide higher margin to wholesalers so that sales can be
increased.

Sales promotion activities are required to increase the awareness of Bingo.

Retailers should be intimated about all the current Schemes on time.

Death stock should be replaced on time as per the convenience of Retailer.

ITC should adopt a different advertising policy in which the product should be
endorsed by a Celebrity.

Recommendations and Suggestions
BOOKS:
Kotler Philip, Marketing management13
th
Edition.
Research Methodology- C.R.Kothari
Principles of Marketing 13
th
Edition- P. Kotler & Armstrong
Malhotra, Naresh, MARKETTING RESEARCH- AN APPLIED ORIENTATION, Prentice
Hall Of India Private Limited, New Delhi

WEBSITES:
www.wikipedia.org
www.birlatyre.com

NEWS PAPERS:
The Economics Times

Bibliography