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A Market Study on rubber patches for Tube, Tyre and Tubeless Tyres

(Pune, Belgaum and Hospet)

REPORT

BY

Vijaykumar Kurdagi (PGDM No: 12057)

Work Carried at

Mysore Polymers Co. Pvt Ltd, Mysore

Submitted in partial fulfilment of the requirement of

Summer Internship Programme

Under the supervision of

Corporate Guide Faculty GuideMr M. Nagabhushana Dr M. R Suresh

AGM (Marketing) Professor (Marketing)

Mypol, Mysore SDMIMD, Mysore

SDM Institute for Management Development

Mysore, Karnataka, India

(June 2013)

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SIP Report 2013 MYPOL

SDMIMD, Mysore i

COMPANY CERTIFICATE

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SDMIMD, Mysore ii

CERTIFICATE BY THE FACULTY GUIDE

SDM INSTITUTE FOR MANAGEMENT DEVELOPEMNT, MYSORE

This is to certify that PGDM No 12057, Mr Vijaykumar Kurdagi of PGDM Batch 2012-14

has satisfactorily completed Summer Internship Project titled A Market Study on rubberpatches for Tube, Tyre and Tubeless Tyres at Mysore Polymers Co. Pvt Ltd (MYPOL)

located at 20 P, K.R.S. Road, Metagalli Post, Mysore 570016, Karnataka from 1 st April

2013 to 31 st May 2013 as partially fulfil the requirements of the PGDM program under my

guidance.

Dr. M. R Suresh

Professor (Marketing)

SDM Institute for Management Development, Mysore

Date: 23/06/2013

Place: Mysore

Institutional Stamp

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SDMIMD, Mysore iii

E XECUTIVE S UMMARY

Project Title: A Market Study on rubber patches for Tube, Tyre and tubeless tyres in

Pune, Belgaum and Hospet

Supervision: Mr Nagabhusana

Name of the Student: Vijaykumar Kurdagi

PGDM No : 12057

This project aims at identifying the market condition and market study for tube and tyre

repair patches, so that company can identify the strategy to enter into tube and tyre repairindustry.

Mysore Polymer Co. private Ltd (Mypol) was established in 1981. Manufacturing unit of

Mypol is located in Mysore city. Its a pioneer in rubber products. It is planning to make a

foray into the tube and tyre repair patches and related products.

Patches are used by vulcanizers or mechanics for repair work. The current study focusses on

the patches and the study has been conducted in Pune, Belgaum and Hospet.

The research work included survey and in-depth interviews with the vulcanizers and dealers.

The questionnaire was used to record the response of the sample.

The study has shown that the prospects for a new supplier in the market are positive. In order

to enter the market it will have to follow carefully prepared strategies.

The project, which was blend of market research, business and new product development,

was quite a learning and satisfying experience

The thesis describes the above mentioned work in detail.

Name of the student Supervisor

Vijaykumar Kurdagi Mr. Nagabhushana

PGDM No: 12057 AGM (Marketing)

SDMIMD MYPOL, Mysore

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SDMIMD, Mysore iv

A CKNOWLEDGEMENT

This summer internship project is just not merely doing the project, but it is also to get the

first-hand experience of the industry. It is rightly said that no one is as good as all of us. Thisstatement underlines the significance of the contributions of people in order to make any

effort a success. This endeavour of market research could not have met its end without the

assistance and wishes of many individuals who made this effort possible. I am thankful to our

institute SDMIMD, Mysore for providing us an opportunity and encouragement to

undergo project training in MYPOL company.

I would like to take this opportunity to express my gratitude to my corporate guide Mr.

Nagabhushana , AGM (Marketing) Mypol, who provided me the opportunity to execute the project which not only was important for the organisation but also allowed me to have

practical insights of the corporate world and improved my perspective.

I would like to thank my faculty guide Dr. M. R Suresh for being there always to support

whenever I needed it. This enabled me to make this project a blend of academics and

practice.

At last, I want to appreciate the incessant support of my friends and relatives who helped in

seeking a number of appointments within the industry and made the data collection possible.

VIJAYKUMAR KURDAGI

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L IST OF F IGURES , C HARTS AND T ABLE Pictures a, b, c and d Tube, Tyre and tubeless tyre repair methods

Table a Information requirement Planning (IRP)

Table b Break-up of sample size

Table c Brands of patches in Pune

Table d - Brands of patches in Belgaum

Table e - Brands of patches in Hospet

Table f Preference for branded patches

Table g Charges for carrying out repair activity

Table h Size and shape most preferred (Tube)

Table i - Size and shape most preferred (Tyre)

Chart a Current market network

Chart b Fast moving size of patches

Chart c Vehicles that visit puncture shops for tube and tyre repair

Chart d Patches are supplied with bonding gum

Chart e satisfaction level of current patches

Chart f features/ factors which are important for patches

Chart g Punctures in seasons

Chart h How many punctures daily

Chart i Same brand of bonding gum with patches

Chart j New brand preference

Chart k Buy patches

Chart l Dealer Analysis

Chart m Profit margin

Chart n Market Share

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T ABLE OF C ONTENTS Company Certificate ............................................................................................................... i

Certificate by faculty guide .................................................................................................... ii

Executive Summary ............................................................................................................. iii

Acknowledgement ................................................................................................................. iv

List of Figures, Charts and Table ........................................................................................... v

Chapter I Introduction ...1

1.1 Company Profile .............................................................................................................. 1

1.2 Introduction to the project topic ....................................................................................... 2

1.3 Purpose of the study ......................................................................................................... 2

1.4 Industrial market research ................................................................................................ 3

Chapter II Product Introduction - Patches 4

2.1 Product Definition ............................................................................................................ 4

2.2 Usage ................................................................................................................................ 4

2.3 Related Products ............................................................................................................... 5

2.4 New Product Generation ..5

Chapter III Theoretical Framework ...7

3.1 Research Purpose ............................................................................................................. 7

3.2 Research Objectives ......................................................................................................... 7

3.3 Research Questions .......................................................................................................... 7

3.4 Research Users ................................................................................................................. 8

3.5 Research Boundary .......................................................................................................... 8

Chapter IV Research And Sample Design ...10

4.1 Research Methodology ..................................................................................................... 9

4.2 Information requirement planning ................................................................................... 9

4.2 Type of research ............................................................................................................. 10

4.4 Questionnaire Development ........................................................................................... 10

4.5 Sampling plan ................................................................................................................. 11

Chapter V Data Analysis and Graphical Presentation .12

5.1 Pune ................................................................................................................................ 12

5.2 Belgaum ......................................................................................................................... 14

5.3 Hospet............................................................................................................................. 15

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5.4 Overall Responses from the questionnaire ..................................................................... 16

Chapter VI Analysis of In-Depth Interview 22

6.1 Key Findings & feedback from dealers, Vulcanizers in Pune city ................................ 22

6.2 Key Findings & feedback from dealers, Vulcanizers in Belgaum city .......................... 23

6.3 Key Findings & feedback from dealers, Vulcanizers in Hospet city ............................. 24

Chapter VII Competitors Analysis ..25

7.1 Introduction .................................................................................................................... 25

7.2 Unipatch Rubber Limited (OMNI Brand) ...................................................................... 25

7.3 Kwik patch limited, Chennai .......................................................................................... 27

Chapter VIII Results and Discussions .30

8.1 SWOT Analysis.............................................................................................................. 30

8.2 Important Findings ......................................................................................................... 31

8.3 Recommendations .......................................................................................................... 31

8.4 Competition & Strategy ................................................................................................. 32

Chapter IX Conclusion 34

References & Bibliography

Appendix: Questionnaires

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1

Chapter I Introduction

1.1 C OMPANY P ROFILE

Mysore Polymers & Rubber Products Pvt. Ltd. (Mypol) is an automotive inner tube & rubber

products manufacturer established in 1981. Mypol is India's first butyl tube manufacturer.

Mypol is closely held Private Limited company (41 individual shareholders), not listed in any

stock exchange, with an authorized capital of US $1.28Million.

Mypol is preferred inner tube manufacturer to tyre companies like Good Year, JK Tyres, Ceat

and General Tyres among others. Presently Mypol manufactures Butyl & Chlorobutyl inner

tubes for almost every type of vehicle from 2 wheelers to large trucks and farm equipment

and thus has a wide range of 45 different sizes of tubes. Moreover, brand of Mypol tubes

has a strong presence in the replacement market. These are distributed across India &

SriLanka through 9 branches which cater to more than 1300 dealers. Today Mypol is perhaps

the largest manufacturer of high quality Butyl automotive inner tubes in India.

Mypol is tightly integrated with its own Compound Mixing, Testing & Manufacturing

facilities. This not only helps in product quality but dramatically shortens product

development time. Rubber product activity spans a number of solutions for criticalapplications in defence, space, medical & severe environments in cement, garment industries.

With the expertise in rubber technology, product & process innovations, knowledge of

manufacturing processes, ability to keep costs in control, Mypol has been catering to critical

rubber product requirements from across the world. Mypol exports spanning more than 20

countries including United States, Germany, and Holland etc.

Mypol is accredited with ISO 9001:2008 certification, IS/ ISO/TS: 16949:2009 (TUV NORD

Germany) for design, development, manufacture and supply of automotive inner tubes &

rubber products.

Major Customers of Mypol: Good Year India Ltd, Dunlop India, JK Tyres Ltd, MRF Ltd,

General Tyre (Pakistan), Ceat Kelani (Sri Lanka), DSI Samson Group (Sri Lanka), Richard

Pieris Co. Ltd (Sri Lanka), Larsen & Toubro Ltd., Elgitread Ltd, VMI Holland BV.

Institutional Sales: The Company enjoys a lot of support from the government institutes like

Indian Space Research Organization (ISRO), Indian Navy, Nuclear Fuel Complex, Defence

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Research Development Organization, Defence Research Development Laboratory and

KSRTC and many other institutes.

The company is focused on customer success through its ceaseless attention to quality,

innovation and lower cost as well as operating with high standards of integrity. Service andcustomer satisfaction is their corporate goal. They believe in co-operation with their

customers and wish to have a stronger and long lasting relationship with them.

The present project has been conducted in order to gather information about the rubber

patches used by the vulcanizers/mechanics. This market research attempts to ensure effective

marketing by the firm within this industry so as to gain competitive advantage.

1.2 I NTRODUCTION TO THE PROJECT TOPIC

Mypol proposed to launch branded patches and related products and also re-treading

materials. These products are going to be produced in MYPOL Company. Towards this end

Mypol decided to commission a market research project to be undertaken by SDMIMD

students as a summer internship projects.

The objective was to understand the market and the demand for patches and related products

from dealers, manufacturers and vulcanizers/Mechanics.

1.3 P URPOSE OF THE STUDY

1.3.1 Objective:

1. To understand the tube & tyre repair market and recommend MYPOL how should

they go in launching Mypol Patches in this market?

2. Applying theoretical knowledge of management to real time practical situation.

1.3.2 Organizational Context:

Mypol is the one of the leading firms in customized rubber products. With its undisputable

repute and experience it is planning to expand its business in rubber products. It wants to

venture into Tube and Tyre repair market (Patches and Retreading). The purpose of the

current research is to gather the information about the current market. The research purpose is

to communicate the response of the target customers to the firm so as to enable it to link with

them so that firm is able to provide valuable product and services to the customers. There ishuge potential market in India for tube & tyre repair products, but still; unorganised sector is

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high compared to organised sector. There are many brands available in the market along with

local brands. But there is chance to gain a market for MYPOL if they produce their own

repair products with the MYPOL brand.

A detailed Study of the market of Pune, Belgaum and Hospet was done.

1.4 I NDUSTRIAL MARKET RESEARCH The aim of marketing is to know and understand the customer so well the product or service

fits him and sells itself Peter Drucker

Kotler on Marketing (Kotler, 2012) Marketing is an organizational function and a set of

processes for creating, communicating, and delivering value to customers and for managing

customer relationships in ways that benefit the organization and its stake holders .

Marketing is the process of planning and executing the conception, pricing, promotion, and

distribution of ideas, goods and services to create exchanges that satisfy individual and

organizational goals.

Market Research - Definition: The systematic gathering, recording, and analyzing of data

with respect to a particular market, where market refers to a specific customer group in a

specific geographic area. (Dictionary)

Marketing research is a systematic problem analysis, model building and fact finding for the

purpose of improved decision-making and control in the marketing of goods and services .

Philip Kotler

Industrial market Research - The importance of industrial market research cannot be over-

stated because it defines the specific target markets and products that will produce increased

sales and higher profit margins. More specifically, industrial market research defines the

companies that are most like your best customers and most likely to need what you sell in themarketplace.

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Chapter II Product Introduction- Patches

2.1 P RODUCT D EFINITION

Patches: A specially designed unit made of rubber that is applied to a tyre or tube to restoretyre and/or tube integrity. Rubber patches is a material which is used to repair a worn area,

hole or a tear of tubes and tyres. They are available in different shapes and size depending on

needs. Patches are used by vulcanizers and some mechanics. Therefore, the methods and

materials used in tyre repairs are to be of the highest quality.

2.2 U SAGE

As with any automotive repair, a repair requires the utmost precision, cleanliness andaccuracy to attain maximum safety and effectiveness. Patches can be used for any size injury,

from pinhole repairs in tubes through section repairs in Giant/OTR tyres.

Tube

Repair

Picture (a) Picture (b)

One method features a base gum that will

cure chemically. This soft, high-tack gum is

less prone to problems associated with

moisture, handling and cement drying time.

Vulcanization: A chemical reaction that takes place under appropriate time, temperature,

and pressure. This is a hot process.

Tyre Repair

Picture (c)

Both Hot process and cold process are used.

The process is same as above.

Tubeless

Tyre Repair

In the Indian market following 3 repair

methods are available Plug Method, Patch

Method and Filler Method. Most Preferred

Method is Plug (Mushroom type) and filler

Methods because this gives a permanent,

strong and airtight repairing. Patch method is

unsafe.

Picture (d)

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2.3 R ELATED P RODUCTSThere are wide variety of products formulated for bonding, cleaning, sealing and lubricating

rubber products, below are the some major related products.

1. Vulcanizing gum: An especially compounded repair gum which cures at room temperature by chemical action.

2. Repair Tools

3. Vulcanizing machine

4. Tubeless Repair Kit

2.4 N EW P RODUCT G ENERATION

Phase 1: Opportunity Identification and Selection

MYPOL found that there is a broader scope in the market for Rubber patches for tyre, tube

and tubeless tyres. They thought the market is only captured by a single brand OMNI and

MYPOL using their brand image in tube and tyre industry wanted to capture the rubber

patches market as well.

Phase 2: Concept Generation

MYPOL had an Idea that they want to launch rubber patches in the market but did not have a

broader picture about the market and wanted to know who else or which other brands are in

the market. So a market study was conducted across India to retrospect the market and find

out the other major market leaders or followers.

Phase 3: Concept Evaluation

Market Research was conducted pan India and a detailed analysis was done to know the

market, market share and how the overall process is done. How the channeling and

distribution of the patches are maintained and done also came into picture. Analysis was done

with the obtained results and after analyzing the samples obtained.

Phase 4: Development

The Analysis clearly mentioned that OMNI is not only the brand existing brand in the market

but still there are many other branded and Local patches in the market but OMNI was the

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market leader this was confirmed from the analysis. So after the report analysis been done

MYPOL though to launching the product keeping in mind the reputation of MYPOL which it

has acquired till now and MYPOL is one of the Indias leading tube manufacturers.

Response from the market stated that Quality has to be good and price remaining the same.So company decided not to compromise in its quality.

Phase 5: Launch

The company is still in the thought process of launching the product. Once the detailed

discussion with the top management and cost benefit and profit analysis will be done the

company will decide on launching of the product.

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Chapter III Theoretical Framework

3.1 R ESEARCH P URPOSE

The purpose of the study was to identify the following factors for patches in Pune, Belgaumand Hospet.

1. Brand

2. Fast moving size of patches

3. Type of Packing(No of pieces)

4. Price

5. Dimension of the patches

6. Purchase frequency

7. Supply in set i.e. with vulcanizing solution or patch alone (Because Major brands

Supply in sets).

The research has identified the reasons and collected the feedback from the sample that helps

the management to take necessary steps for launching the product.

3.2 R ESEARCH O BJECTIVES 1. To study the market w.r.t to the factors mentioned above.

2. To study the buying behaviour of dealers and vulcanizers regarding the patches.

3. To gather information which will help in making the strategy to enter the patches

market for tube, tyre and tubeless tyre for Mypol.

3.3 R ESEARCH Q UESTIONS1. What is the extent of brand awareness of the Mypol help the company to sell patches

in the market?2. What are the major attributes that influence purchases of patches?

3. Which brands and why they are preferred by dealers and vulcanizers in different

market?

4. What is the level of satisfaction of dealers and vulcanizers?

5. How to influence the buyer in this market?

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3.4 R ESEARCH U SERS The research analysis will be used by the top management. This analysis will aid them to do

further detailed study and to take certain strategic decisions.

3.5 R ESEARCH B OUNDARY1. Research was conducted in Pune, Belgaum and Hospet.

2. The target groups were dealers, vulcanizers, and manufacturer.

3. The respondents have assumed to have provided objective information without any

bias.

4. Many respondents were not willing or able to entertain the request for survey.

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Chapter IV Research & Sample Design

4.1 R ESEARCH M ETHODOLOGY The survey was started internally in Mypol, collecting data of internal report on the domestic

market place, information on distribution, regional buying pattern. Collected the data on the

requirements of the research and this was very helpful and is indicative of the likely domestic

market place and indicate strengths and weakness that will help in segmentation. An external

search through our own channels and collection of secondary data also took place, so that

helped to obtain and analyse existing market.

Pilot Survey

A pilot study was conducted in Hubli city, which included vulcanizers/mechanics, dealers

and manufacturer. This survey was done with the help of questionnaires followed by in-depth

interview and sample was selected by convenience sampling. It was helpful for better

understanding of research work and also helped to improve the questionnaire.

4.2 I NFORMATION REQUIREMENT PLANNINGSource of Information Information Required Scaling Approach

Vulcanizers

(Puncture Shops)

Mechanics

Purchase Behaviours Frequency of Purchase Price Preferred Brand Awareness Fast moving size of patches Additional Features Dimension of the patches

Packaging

Nominal and Ordinal

Retailers & Wholesalers

Dealers

Brands Available & Price of each

brand.

Frequency of Purchase of each brand. Additional Features Selling Price Stocking Incentives

Nominal and Ordinal

Table (a)

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4.2 T YPE OF RESEARCH

4.2.1 Exploratory Research

Exploratory research is generally used to clarify thoughts and opinions about the research problem to provide insights on how to do conclusive research. The results of the exploratory

study can give valuable inputs for the second study. It helps in developing and refining the

plan for the research. During the first ten days of the research exploration was carried out.

During this phase unstructured in-depth interviews were conducted with some

vulcanizers/mechanics and dealers within the aforesaid industries so as to appreciate the

significance and magnitude of the market. After this phase questionnaires were developed.

4.2.2 Descriptive Research

The survey was conducted using the questionnaires. Various scales and parameters were

included in the questionnaire to draw the value expectations of the buyers. The questionnaires

were in tune with the objectives of the research study.

4.4 Q UESTIONNAIRE D EVELOPMENT

It is the platform which is used to elicit the information from the respondents. First, the draft

questionnaire was prepared using the information collected during the exploration phase. It

included a set of subjective questions. Then, the questionnaire was administered during pilot

survey. This helped in gathering valuable information for the research which enables the

researcher to reframe the questionnaire to meet the desired objectives more effectively. The

second questionnaire was the combination of subjective and objective questions. Various

scales were used to enable the respondent express their views clearly.

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4.5 S AMPLING PLAN

The Current Market Network is as follows

Chart (a)

Break-up of Sample Size

Particulars Total

Vulcanizers

(unorganised)

Unorganised 40

Organised 20

Dealers/Distributors (Includes Listed & Non-listed) 20

Manufacturers 2

Total 82

Table (b)

A total of 82 sample size was selected to conduct the research work for the cities assigned.

Fieldwork was started from 22 nd of April till 10 th of May.

For selecting the vulcanizers convenience and snowball sampling techniques are used.

Basically for listed dealers, detailed list of records was available with sales executives of the

company in respective cites and also with their marketing head and their guidance was taken

in approaching the dealers. Non-listed dealers data was collected with the help of snowball

sampling technique.

Manufacturer Distributors

Dealers

Vulcanizers/

Mechanics

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Chapter V Data Analysis and Graphical Presentation

5.1 P UNE

In Pune, 80% of the vulcanizers do the patch/repair work for all types of vehicles i.e. twowheelers to more than four wheelers and for all categories of tube, tyre and tubeless tyres.

There is a more than 70% of vehicles come for repair is tube & tyre, but vulcanizers say

tubeless tyres may take 4-5 years to overtake tube and tyre market.

Brands of Patches

Tube

OMNI 64.3%

Others

(5 Product) 36.0%

Tyre

No Name 31.1%

OMNI 17.9%

Fix It 14.3%Diamond 14.3%

Tubeless

Kwik 56.0%

OMNI 20.0%

Others

(3 Product) 8.0%

Table (c)

Branded Local Patches

Here there are more than 15 brands are available in the market, out of these vulcanizers and

dealers prefer OMNI Patches. 64.3% shows OMNI has captured very well in tube patches.

There are no preferences for brand in tyre patches, many vulcanizers prefer local tyre patches

Vulcanizers/Mechanics

Brands Tube Tyre TubelessOmni 18 5 5

Life B2 - 2 -

Kwik 2 - 14

J.M.T Gold - 2 -

Mayur - - 2

Fix It - 4 -

Pearl 2 - -Diamond 2 4 -

Popular 2 - -

Puma - 2 -

Serve - - 2

Black seal - - 2

Sheet 2 - -

Magnet - 2 - No Name - 7 -

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as they are convenient and price is low. Kwik has very well known for tubeless tyre repair

strips. Kwik has slowly capturing OMNIs market share.

Fast moving sizes of patches?

Chart (b) shows fast moving size of patches

Cycle Round is most preferred and is fast moving patches. There are again different variants

in cycle round i.e. Mini round, all-purpose and tiny round etc which are used by vulcanizers.

Rank the vehicles in terms of punctures

Chart (c) shows major vehicles that visit puncture shops for tube & tyre repair

Mainly we see that vulcanizers frequently repair puncture for two-wheelers, so the patches

used for two-wheelers like round, oval and sheet are fast moving and vulcanizers buy these patches more.

0

5

10

15

20

25

30

Cycle Round Radial Oval Sheet Rectangular

Fast Moving Size of Patches

0

5

10

15

20

25

Bicycle Scooter Bike Car Bus/Truck

2

18

22

12

53

11 108 7

1 2 1 2 1

Rank the vehicles in terms of frequency of punctures

Highest Medium Least

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Are the patches being supplied along with vulcanizing cement or patches alone?

Chart (d) shows are patches are supplied with the vulcanizing cement/bonding gum

The Chart displays that 100 % of the respondents replied that they do buy it separately, they

do sell separately. But, sometimes they bring both these product together if it is required.

Dealers orders both patches and bonding gum from the manufacturer or distributors for thestock.

5.2 B ELGAUM

Brands of Patches Available

Table (d)

0

28

Yes

No

Are the patches being supplied along with vulcanizingcement/bonding gum ?

Tube

Omni 31.81%

Mahant 13.63%

Sheet 13.63%

Others

(6 products) 6.83%


Brands Tube Tyre TubelessOmni 7 3 2

Best 2 1 1

Vultec 4

Mahant 3 2

Kwik 1

Action 1 1

Chetan 1

PNR 1

Maby 3

MRF 1

Sheet 3

No Name 3 2 1

Tyre

Vultec 30.77%

Omni 23.07%

Others

(4) 11.50%

Tubeless

Maby 37.50%

Omni 25.00%

Other(3) 12.33%

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dealers prefer OMNI Patches. 31.81% shows OMNI is moving very well in tube patches.

Local manufacturer Mahant Industries under the brand name vultec and mahant patches

has good presence in tyre patches with 30.77% market share. Maby a local manufacturer has

very well known for tubeless tyre repair strips. OMNIs patches has good presence in all the

three categories i.e. tube, tyre and tubeless categories.

5.3 H OSPET

Brands of Patches Available

Table (e)


dealers prefer OMNI Patches. 61.50% shows OMNI is moving very well in tube patches and

tubeless repair strips. Local patches are preferred for tyre patches, most of them are

handmade. OMNIs patches has good presence in all the three categories i.e. tube, tyre and

tubeless categories.

Tube

Omni 61.50%

Others(5 Products) 7.70%


Brands Tube Tyre Tubeless

Omni 8 2 2

Bond - 1 -

VIP - 2 -

Best 1 1 1

Kwik 1 - 1

Pearl 1 - -

Piston 1 - -

Mahant - 1 -

Mobo - - 1

Gemini - - 1

Fire - 1 -

Sheet 1 - -

No Name - 3 -

Tyre

No Name 27.30%

Omni 18.18%

VIP 18.18%

Tubeless

Omni 33.33%

Others(4 Products) 16.66%

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5.4 O VERALL R ESPONSES FROM THE QU ESTIONNAIRE

Why respondents prefer branded patches?

Factors taking into consideration for preferring particular brand patches by

vulcanizers/Mechanics

1-Least Important; 2- Neutral; 3- Important; 4- Very Important

Interpret the values as

Lower the mean number Factor which has given less importance

Higher the mean number- Factor which has given more importance

N Sum MeanPrice 65 128 1.969

Quality 65 192 2.954

Availability 65 88 1.354

Packaging 65 98 1.508

Size Avail 65 102 1.569

Table (f)

From the table, we can see quality and price are the dominant factors. Next to that they give

preference to packaging and size available. They are not bothered about whether the brand is

available or not in the shop.

Are they satisfied with current patches w.r.t price and quality?

Chart (e)

Tubes Tyres Tubeless

48

168

48

32

44

Are they satisfied with the price level of the patches andits quality?

Not Satisfied Neutral Satisfied

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SDMIMD, Mysore 17

Vulcanizers are satisfied with the price level of patches for all the three categories. But there

are some mixed opinions for tyre patches as their quality and price per piece is not that

considerable. Thus vulcanizers are somewhat unhappy with the tyre patches.

What factors/features are more important for patches?

Chart (f)

This open ended question gave some positive features for the improvement of the product

which can differentiate our product from others product. Vulcanizers was given chance to

tell the feature they want to see in new brand. Thus, Smoothness is the major feature they

look for, Flexible and double coating are the second major feature they look for in a new

brand.

Vulcanizers business details

In which season you get more repair work?

Chart (g)

6

14

2

2

62

2

2

2

Flexible

Smooth

Thickness

Gripness

DoubleReliable

Hard layer

Long life

Satisfied With

Factors/Features which are important for patches?

69.2%

19.2%

11.5%

March-June

July-November

December-Feb

More no of punctures to be prepared in season

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What are the charges for carrying out an activity?

Tube Tyre Tubeless

Bicycle 20.00 - -

Scooter 50.00 50.00 100.00

Bike 50.00 80.00 100.00

Car 70.00 150.00 120.00

Bus/Truck 100.00 150.00 -

Table (g)

How many punctures do you repair daily?

Chart (h)

What are the sizes and shape of patches most preferred and fast moving?

1-High , 2-Medium, 3-Low

The values are interpreted as

Lower the mean no Sizes and Shape which has less preferred and not fast moving

Higher the mean No- Sizes and Shape which has most preferred and fast moving

Tube N Sum Mean

Round 65 84 1.292308

Oval 65 31 0.476923

0 5 10 15 20 25 30 35

40

How many punctures do you repair daily?

Tubeless Tyres Tubes

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Square 65 19 0.292308

Radial 65 42 0.646154

Sheet 65 80 1.230769

Rectangle 65 28 0.430769Table (h)

Here the data obtained were analysed by using Mean method. Respondents were asked to

rank major size and shapes which are most preferred and fast moving on a scale 1 to 3. From

the table, we can see Round and Sheet are the dominant size and shapes.

Tyre N Sum Mean

BP (Bias Ply) 65 90 1.384615

Radial 65 79 1.215385

Butterfly 65 121 1.861538

Square 65 30 0.461538

Table (i)

From the above table, we see Butterfly, BP (Bias Ply) and Radial are the dominant size and

shapes.

Do respondents use same brand of bonding gum for the same branded patches?

Chart (i)

Yes

35%

No24%

Sometimes41%

Do you use same brand of bonding gum/vulcanizingcement for the same branded patches?

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If new brand is coming up with entire feature you mentioned above. Would respondents

prefer buying it?

Chart (j)

Where do you buy Patches?

Chart (k)

28%

6%66%

Tube Patches

Yes No Not Sure

69%0%

31%

Tyre Patches

Yes No Not Sure

39%

5%

56%

Tubeless

Yes No Not Sure

Retailers9%

Wholesales

79%

other12%

Buy Patches

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Dealers Analysis

Chart (l)

Does Vulcanizers/Mechanic seek your suggestion as to the brand they can buy?

Are you Satisfied with the profit margin/ Current Sales for patches?

Chart (m)

70%Yes

30%No

1

2

5

9

3

9

5

0

0

3

4

10

Dissatisfy

Neutral

Satisfy

Highly Satidfy

R u satisfied with the profit margin/current sales for

patches?Tubeless Tyre Tube

Retailer

8

Wholesaler

4

Both

5

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Chapter VI Analysis of In-Depth Interview

6.1 K EY F INDINGS & FEEDBACK FROM DEALERS , V ULCANIZERS INP UNE CITY

KWIK patches is used by almost all vulcanizers of organised sector for tubeless tyre

repair and the researcher was able to meet a dealer Mr Akhil.V of S.R Enterprises

who is a mega distributor for KWIK patches for the entire Maharashtra state and

received some facts and discussed the information about distribution, sales and

stocking etc of patches and researcher got to know the picture of Pune market.

It was very difficult to get the dimension of the patches because different brands have

different size and shapes. Each vulcanizer has different practices, methods of working

and tools used. So a few samples of different brands and sizes have been collected for

the reference.

Dealers and distributors are satisfied with the current patches available because there

are no complaints from the vulcanizers and also they are satisfied with the profit

margin. They have given some recommendations for our proposed new brand of

patches w.r.t how the quality should be, packaging and incentives so that they can

prefer the new brand to the customer (vulcanizer).

Most challenging task for a researcher was to convince dealers/distributors to respond

for questions. Researcher found out some type of biasing while they were responding

and some regret to give the details of their business and responded by specifying that

they never entertain such activities.

Lot of local brands of patches are available in the market, especially for tyre category,

it is maximum.

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6.2 K EY F INDINGS & FEEDBACK FROM DEALERS , V ULCANIZERS INB ELGAUM CITY

Organised sector has a very systematic supply chain network of procuring patches,

retreading materials and other related products. Researcher was given an opportunity

in MRF Pretreads to know how the process undertaken in there factory & discussed

with the vulcanizers who do it professionally in MRF, Tyre Sol, TVS tread Sundaram

Industries.

Researcher visited Mahant Industries who produces tread rubber, tyre and tube

patches, solution, bonding gum and other rubber products, but there market for

patches is limited to Belgaum, Goa and some part of Maharashtra only. Even in these

cities they are struggling to gain market share, but they are the one of the big suppliers

of tread rubber in the retreading industries in India.

It was surprising in the market survey that even Duplicate patches are available with

dealers and vulcanizers. Duplicates can be identified which are alphabetically

misspelt like OMNI as OMINI and BEST as BEAST etc are available, its price is half

the original branded patch. Vulcanizers from rural and who wanted high profit margin

buy these duplicate patches. This is threat to the branded rubber patches, for a

Branded tyre patch (8 No) it costs Rs 80, but duplicate cost around 25-35 Rs.Vulcanizers from Rural dont care about the quality of patch; they just look at the

profit margin. Vulcanizers of Organized and urban area are more careful about the

quality, profit and quality of work they do.

Even major brands do not supply in sets (Both vulcanizing solution and patch). They

are sold separately.

6.3 K EY F INDINGS & FEEDBACK FROM DEALERS , V ULCANIZERS INH OSPET CITY

Vulcanizers are very busy in their work during mining season. At that period they buy

more no of patches and other rubber products etc. So at this time Patches are fast

moving and vulcanizers keep in stock.

Here also in Hospet duplicate patches are available.

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Major retailers/Wholesalers of rubber patches bring the stock from Hubli & Mumbai.

Patches are been supplied by the Middle men to these dealers here in Hospet. They

are very unhappy with the current market situation, due to lot of competition, lot of

pre-investment in rubber products, no credit period etc. Many Tyre Dealers keep these

patches as side products along with tube, tyres etc.

Many Vulcanizers use Sheet of different brands which are easy and they say it is cost

effective.

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Chapter VII Competitors Analysis

7.1 I NTRODUCTION For any business, there is always a set of players who control the market. Any firm which

wants to enter into a business must understand those players to make plans accordingly. In

tube & tyre repair market too there are a number of well-established and experienced players.

Chart (n): The market share of the competitors in the surveyed market

The pie chart shows that the majority, i.e. 64% of the market share is covered by the OMNI

Brand (Unipatch Rubber Limited, Delhi) for tube patches. For the tyre patches there is no

such market leader, so there is lot of opportunity in tyre patches. Kwik brand has 67% of

market share in tubeless patches (strips) and Omni has 24% of market share in this product

category. Others include all the local brands, duplicates etc.

7.2 U NIPATCH R UBBER L IMITED (OMNI)

Business Aspects Related Information

1. Business Type Exporter, Manufacturer, Supplier

B2B and B2C Segments

Retail sales through a network of over 350 Distributors

OMNI64%

Others(5)36%

Tube Patches

NoName32%

OMNI23%

Fix It18%

Diamond18%

Others(4)9%

Tyre Patches

Kwik67%

OMNI24%

Others(3)9%

Tubeless strips

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SDMIMD, Mysore 26

& 6000 Dealers Institutional sales to buyers like Indian Army, Maruti

Suzuki, Ashok Leyland, Tata Motors etc.

Tyre companies like Michelin, Bridgestone, Apollo,Apollo International

Government Sales to State Transport Undertakings like

Delhi Transport Corporation, APSRTC etc

2. Year of

Establishment

1983

3. Product Range Tyre & Tube repair patches Solvents & Adhesives Retreading material Allied Tools & Accessories Curing Bags, Envelopes, Tubes and Flaps

4. Standard

Certification

ISO 9001:2008

5. Export Markets East Africa, Middle East, SAARC Region & other

neighbouring countries

6. Technology

Adopted

Latest ECC v6.0 enterprise resource planning software from

SAP to seamlessly integrate our operations across three manufacturing facilities with the latest state of

the art technology an in-house R&D centre 21 sales offices across India

7. Manufacturing

Facilities

Bhiwadi (Rajasthan) Gwalior( Madhya Pradesh) Nalagarh(Himachal Pradesh)

These facilities employ a total manpower of over 600 workers

and are equipped with the state of art machinery and tools. Each

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SDMIMD, Mysore 27

plant has a fully equipped testing lab, headed by an experienced

rubber technologist.

8. Partners Tech International, USA ( In-house R & D Support)

9. Sales &

Distribution

The Indian Market is divided into 4 zones, with each zone

headed by an Area Manager, who reports to the GM (Sales).

The Global Market is divided in regions with the region sales

head reporting to the GM (Exports).

North Branch: Based at New Delhi it covers the states

of Jammu & Kashmir, Himachal Pradesh, Punjab,Haryana, Rajasthan, Delhi, Uttar Pradesh and

Uttrakhand.

East Branch: Based at Kolkata (West Bengal), it covers

the states of West Bengal, Orissa, Bihar, Jharkhand and

the North Eastern states comprising Sikkim, Assam,

Arunachal Pradesh, Nagaland, Meghalaya, Manipur and

Tripura. West Branch: Based at Mumbai (Maharashtra) , it

covers the states of Gujarat, Maharashtra, Madhya

Pradesh, Chhattisgarh, Goa, Daman & Diu.

South Branch: Based at Bengaluru, it covers the states

of Tamil Nadu, Karnataka, Kerala, Andhra Pradesh and

Pondicherry.

7.3 K WIK PATCH LIMITED , C HENNAI

Business Aspects Related Information

1. Business Type Manufacturer, Supplier and Exporter

2. Year of

Establishment

1987

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3. Product Range Tyre Puncture Tools & Accessories Puncture Tyre Repair Machine Tubeless Tyre Repair Patches

OTR Tyre Repair Patches Tyre Plug Repair Patches Tyre Retreading Tools Conveyor Belt Repair Patches Tyre Repair String Tyre Chemicals Wheel Weight Precured Tread Rubber

4. Standard

Certification

ISO 9001:2008 certified

5. Export Markets Sri Lanka, Malaysia, Singapore, Indonesia, Thailand, Hong

Kong, China, Middle East, Africa, Vietnam and South

America in addition to INDIA.

6. Technology

Adopted

Modern machinery and technology in all their

manufacturing units.

Qualified and trained personnel ensure best quality

products.

Rigorous inspection and testing procedures Constant feedback from collaborators.

7.

ManufacturingFacilities Guindy, Chennai

8. Partners Joint venture with Patch Rubber Company

(www.patchrubber.com) which is a division of the US $ 1.1 B

Myers Industries of USA (www.myersind.com).

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9. Sales &

Distribution

Strong distribution channel i.e. Capable of supplying all the

requirements for retreading and repairing of tyres / tubes /

wheels. Kwik products are widely distributed in all parts of

India including State Transport Undertakings.

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Chapter VIII Results and Discussion

The research has resulted in the following outcomes which will help the organization in not

only understanding the market but also in designing the strategy for introducing Mypol

patches for tube, tyre and tubeless tyres.

8.1 SWOT A NALYSIS External Environment

Opportunities

Potential to become market leader by increasing brand awareness of Mypol patches. Very huge tube and tyre repair market

Threats

Local and experienced players in the market Duplicate patches of well-known brands which are available at low cost. More than 60% of market share of OMNI.

Internal Environment

Strengths

Business Experience Brand value Financial Strength World Class Production Commitment on high quality products.

Market leader in butyl tubes Human Capital Strong distribution network.

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8.2 I MPORTANT F INDINGS

Price

Respondents are satisfied the price of the current branded patches. To gain initial

foothold in the market it is recommended to launch a product with 2-5% discount

compared to the competitors prices to gain fast response of the price sensitive

customers.

Market Response

With approx. average 50% of the customers for all the three regions responding

positively and not sure to a new supplier, it is the best time to take advantage of the

optimism among the customers.

Brand

Mypol needs to take advantage of its brand value by focusing on this market. This

market promise huge scope and premium pricing for the brands.

8.3 R ECOMMENDATIONS

Initially concentrate on south regions where company has its strong operations.

Initially push strategy seems to work where people from the company can go and visit

vulcanizers and dealers, give them product at a discounted price or some initially free

sample to try. Peer influence in deciding the brand is significant. Later get them

connected to the dealer who can provide them the product whenever they want.

Do a detailed study on the strategy, product launch promotional techniques and

distribution channel of the competitors.

Promotional activities involve organizing events for dealers and

vulcanizers/mechanics and provide them the tools, patches, supply patches along with

Mypol tubes and other related products, because they are interested to come only if

they get any advantage and also some other promotional activities done by the

company like giving dairy, key chain, wall clock etc.

Credit facilities seem to play an important role, but now no company gives credit to

the dealers so dealers look only for discounts. So company should try to extend its

credit period or giving discounts after analysing the cash flow of the company.

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8.4 C OMPETITION & S TRATEGY

The competition in any business can be segmented in the following classes:-

Market leader:

It is the company which commands the majority share of the market. It has high brand value

and charge premiums for it. It has efficient and effective production, marketing and

distribution channels.

Market Challenger:

It is the company which holds second largest share in the market. It has plans to topple the

market leader.

Market Followers:

They wish to maintain their market share and not rock the boat. The hypothetical market

structure classifies the competitors in the following segments:

Initially it is recommended that in order to enter this market and keeping in mind the

strengths and weaknesses of Mypol, to aim to be a market follower. This will help it to gain

strong footholds in the market at first. In the latter stage, that is after gaining experience in

the market the company can target to be a market challenger.

Now, the following strategy is recommended as a market follower:

Market Penetration Approach Make people Try

Focusing on growth strategy by emphasizing current products in current markets, because

thoroughly developing and exploiting the knowledge and expertise in a specific market with

known products.

Offering incentives for increased use: Attracting your competitors customers: You lure

customers away from your competitors by establishing differentiation between yourself and

them, increasing advertising efforts, or cutting your prices.

OMNIMarket Leader

Kwik, BondMarket Challenger

Pearl,Vultec,Mahant,Best etcMarket Follower

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Attract nonusers to buy your products: This process can be done by offering trial uses of

products, adjusting the price up or down, and promoting other uses to attract these customers.

(mystrategicplan)

Innovative Imitation:

Theodore Levitt highlighted the concept of innovative imitation. This strategy of product

imitation might be as profitable as a strategy of product innovation. The interested firm can

study the product of the leader and make some improvements and launch in the market. This

calls for experimenting with the product of the competitors. It calls for using the strengths of

R&D department.

Now in the second stage, the company can target to be a market challenger and follow the

following strategy:-

Frontal Attack: In this strategy the attacker matches its opponents product,

advertising, pricing and distribution. The principle of force says that the side with the

greater resource will win.

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B IBLIOGRAPHY

Dictionary, A. (n.d.). http://www.marketingpower.com/. Retrieved from

http://www.marketingpower.com/_layouts/dictionary.aspx?dletter=m

DNA. (n.d.). Retrieved from http://www.dnaindia.com/pune/1816794/report-soon-city-vehicle-population-to-

cross-35-l-mark

http://www.entrepreneur.com . (n.d.). Retrieved from entrepreneur:

http://www.entrepreneur.com/encyclopedia/market-research

Indiatimes. (n.d.). Retrieved from http://articles.timesofindia.indiatimes.com/2013-03-

21/pune/37901879_1_pune-district-pune-office-pune-scores

Kotler, P. (2012). Marketing management. In 13th Edition. Pearson.

Kwik patch . (n.d.). Retrieved 06 2013, from

http://www.google.co.in/url?sa=t&rct=j&q=kwik%20patches&source=web&cd=1&cad=rja&ved=0CCk

QFjAA&url=http%3A%2F%2Fwww.kwikpatch.com%2F&ei=LNbGUc7GOMGIrQem2oDACA&usg=AFQjC

NEvSfrw33FGsCXiCOF2vEv7v1bqaQ&bvm=bv.48293060,d.bmk

mystrategicplan. (n.d.). Retrieved from http://mystrategicplan.com:

http://mystrategicplan.com/resources/choosing-a-market-penetration-

strategy/#sthash.zyh78Xmj.dpuf

OMNI. (n.d.). unipatch . Retrieved from www.unipatch.com: http://www.unipatch.com/home.html

Rubber patches . (n.d.). Retrieved 06 2013, from http://www.patchrubber.com/tire_repair/index.html

Rubin, L. a. (2011). Statistics for Management. Pearson.

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APPENDIX

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QUESTIONNAIRE FOR VULCANIZERS/ PUNCTURE SHOP MECHANIC

Name of the shop ________________________ Name of the Person ________________________________

Age ______ Experience (In Yrs.) ______ Contact No ___________________ Area_________________

1. Are you a Mechanic Vulcanizer Both

2. What kind of vehicles you do the patches work?

2 wheelers 3 Wheelers 4 Wheelers >4 Wheelers

3. Will you do the repair (Patch Work) for

Tube Tyre Tubeless All

4. Which do you think will have more demand in near future?

Tube & Tyre patches Tubeless patches

5. Would you prefer

Local rubber patches Branded rubber patches

If Local Rubber Patches, What do u prefer while buying these (please )

Cost Packaging

Easily Available Quantity

Traditional method (tube rubber) Quality

Others, Please Specify

If Branded rubber patches, which brand you are using now?


6. Why do prefer these brands? { Rate (1) Least Important (2) Neutral (3) Important (4) Very

Important }

Attributes 1 2 3 4

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Price

Quality

Ease of Availability

Packaging

Size Availability

Others, please Specify

7. What is maximum Price range, you would prefer while buying patches?


8. Are You Satisfied with the Price level of the patches and its quality? {1. Not Satisfied 2. Neutral 3.Satisfied}


9. Why do Patches Fail ?

10. What factors/features are more important for Patches?

1.

2.

3.

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11. How many punchers do you repair daily?

No. of punchers Tubes Tyres Tubeless

< 5

5-10

11-20

21-40

>40

12. What are the charges for carrying out an activity of repairing a puncture?

Type of vehicle Tubes Tyres Tubeless tyres

Bicycle

Scooter/Autos

Bike

Car

Bus/ truck

13. What are the sizes and shape of patches most preferred and fast moving?

(1) Less used (2) moderately used (3) Mostly used

Shapes and Sizes 1 2 3

Dimensions & Observations :

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14. Would you prefer using Whole patch sheet? Yes ( ) No ( )

Why? ___________________________________________________________________________________

15. Do you use same brand of bonding gum/vulcanizing Cement for the same branded patches?

Yes No Sometimes

If Yes, _________________________________________________

If No, __________________________________________________

16. Where do you buy patches?

Retailers Wholesale Dealers Others _______________

Address:

17. If new brand coming up with the entire feature you mentioned above. Would you prefer buying it?

Response Tubes Tyres Tubeless

Yes / No / Not Sure

Response

18. In which season you get more no. of punctures to be repaired?

March-June July-November December-February

19. Rank the vehicles in terms of frequency of punctures (1-being most no. of times and 3- being the lowest)?

Bicycle Scooter Bike Car Bus/truck

20. What is the price per box/pouch or per piece?

Tube Tyre Tubeless

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21. How many boxes of patches you buy every month?

Tube Tyre Tubeless

22. How many pieces are there in each box?

Tube Tyre Tubeless

23. Are the patches being supplied along with vulcanizing cement/Bonding gum? YES ( ) NO ( )

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QUESTIONNAIRE FOR RETAILERS AND DEALERS

Name of the Shop ______________________________ Name of the Person ___________________________Age ______ Establishment _______ Contact No ___________________ Area_________________________

1. Are you Retailers Wholesalers Both

2. Which brands of Patches do you have currently?Tubes Tyres Tubeless

3. Which brand of patch do you prefer the most to the customer?Tubes Tyres Tubeless

4. Which is the Customer Brand Preference?Tubes Tyres Tubeless

5. What are the Complaints you get from the Customers regarding the Rubber Patches?

6. What are the reasons for preferring some specific brand? {1. Least imp 2. Moderately Imp 3. Mostimp}

Reasons Rate

1 2 3

Price

Quality

Availability

Packaging

Range

Replacement

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7. What is the selling price for patches?Tubes Tyres Tubeless

8. What does a customer looks for while buying a repair patch? {1.Least imp 2. Moderately Imp 3. VeryImp }Reasons For tubes For normal tyres For tubeless tyres

Price

Quality

Availability

Packaging

Range

Replacement

Others(mention)

9. How many Patches do you sell each month? (Approx., or which sold Most?)Tyre Patches Tube Patches Tubeless Patches

10. Do Customer Seek your suggestion as to the brand they can buy? Yes ( ) No ( )If yes, Then How many Percentage (%) _____________

11. Please rank the major factors that you take into considerations for stocking patches? Note: 1. High 2. Medium 3. Low

Customer Demand __ Availability __ Packaging __

Profit Margin __ Incentives __ Performance __Advertisement __ Brand Awareness __ Credit Period __

12. What offers and Support from the manufactures that influences your purchase of new brand?1

2

3

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13. R u satisfied with the profit Margin/ Current Sales for Patches? {1. Dissatisfy 2. Neutral 3. Satisfy 4.Highly Satisfy}

For Tube Tyre Tubeless

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