WINTER TRANING REPORT

ON

‛‛Preciption for Birla Tyres vis. competiters’’

For

Birla Tyres

Submitted by

Rishi Chandrasekhar Gupta

Preface

In spite of the theoretical knowledge gained through classroom study ,a person is

Incomplete if not subjected to practical exposure of real corporate world .He may has to

face hurdles, which will be difficult to overcome without any first-hand Exposer of

business.

In this context, research program has been designed to make the person aware of

happenings of the real business world. The project entitled “Perception of Birla Tyre

verses Competitors’ with special reference to Birla Tyre has been done at NAGPUR

In my winter training, I worked on market share analysis of Birla Tyre in NAGPUR by the

fitment survey, customer attitude and preference through the personal contact, interview

and questionnaire .During my winter training, I got an opportunity to apply my theoretical

knowledge and meaningful concept to actual business condition and to familiarize with

the marketing activities of the products. All the works done on this project report is

confined to my broad objective.

Executive summery

As a summer trainee, I had started my work in Birla Tyre with the objective to find out

the effectiveness of promotional effort of the company, at the same time, I also worked

upon the satisfaction of marketing mix and the fitment survey to find out the market

share. For accomplishment of my objectives I went through collection of primary data

in the form of questionnaire and observation method.

To persuading this project, I made the sample of 110 respondents who were related

with subjected area. For another aspect that is fitment survey I decided to observe 330

vehicles that had 6 and 10 wheels. After deciding my sample size, I formed

questionnaire by considering consumer and customer of this industry. In the execution

process I had to go to the transporters, fleet owners along with dealers in Nagpur at

different-different places, like Transport nagar, Wardana, Wadi, Kamtee Road, etc

with the questionnaire for filling it. In this work where I got precious information

about the customer on the other hand I got first time industrial exposer too. Some time

I also participated in companies’ promotional campaign, from where I taken practical

experience with the direct interaction of customers. In my one month period of project

many things bothered me for instance either busyness of customer or the changing

climate but thanks to ‛‛God’’ that ultimately I finished my work with these hurdles.

In my study I found many drawbacks along with mile stones in company’s strategy

which is mention in their respective headings. I have also suggested some of the area

where Birla Tyres should have to improve or rectify their strategy for better

performance in market.

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ABSTRACT

Tyre Industry which is basically my concern industry around which my project has to

be revolved is really a very complex industry. And to work for this was really a

complex and hectic task, some times I felt so frustrated that I thought to left the project

and go for any new industry and new project. Challenges which I faced while doing

this were following.

Tyre producing co. was quite similar in offering products and because of that it

was very difficult to discriminate between our product and products of the

competitors.

Target customers and respondents were to busy persons that to get their time and

view for specific questions was very difficult. Apart from it some time, I felt

language problem too.

Area covered for the project while doing job also was very large and it was very

difficult to correlate two different customers/respondents views in a one’s

Every tyre customer has his/her own need and according to the requirements of the

customer product customization was not possible.

So above challenges some time forced me to leave the project but any how I did my

project in all circumstances. Basically in this project I analyzed that what factors are

really responsible for fitment of tyre in vehicles, Market share of BIRLA TYRE along

with the effectiveness of BIRLA TYRE promotional performance in this competitive

era.

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Indian Tyre Industry

Indian Tyre Industry to Register a Growth of 9-10% in the Next 5 Years

The Indian Tyre Industry produced 736 lakh units of tyres (11 lakh tonnes) garnering

Rs. 19000 crores in FY07. MRF Ltd. was the market leader (22% market share)

followed closely by Apollo Tyres Ltd. (21%). The other major players were JK Tyre

& Industries (18%) and Ceat Ltd.(13%). 

The Indian tyre industry is characterized by its raw material intensity (raw material

costs account for approximately 70% of operating income), capital intensity,

cyclicality, fierce competition among the top players, low bargaining power and

resulting low margins. The top players are now focusing on branding their products

and strengthening their distribution network so as to increase their market share. 

The industry derives its demand from the automobile Industry. While OEM market

offtake is dependent on the new vehicle sales, replacement market demand depends on

the total population of vehicles on road, road conditions, vehicle scrapping rules,

overloading norms for trucks, average life of tyres and prevalence of tyre retreading.

The main category of tyres produced in the country is that of Truck & Bus tyres. These

tyres accounted for 57% of the total tyre tonnage production in FY07 followed by

LCV tyres which accounted for 9% of the total tyre tonnage production.

Approximately 53% of the total tyre tonnage offtake was by the replacement market,

31% by OEM and 15% by the export market in FY07.

Radialisation of tyres is still minimal in India. Only the car tyre market has

moved to radial tyres (95%) but in all other categories, cross ply tyres are still

preferred. Poor road conditions, overloading in trucks, higher cost of radial tyres

and poor awareness of the tyre users are the main reasons for the non transition

of the domestic market to radial tyres. However, going ahead radialisation in

truck & bus tyres may increase due to government’s focus on infrastructure

development.

INDEX

Sr.no. Contents Page no.

1. Company Profile 1

2. Purpose of study 12

3. Objective of Study 13

4. Review of Literature 14

5. Research Methodology 20

6. Data Analysis 28

7. Findings 40

8. Conclusion 41

9. Recommendations 43

10. Assumption &limitation 44

11. Bibliography 46

12. Annexure

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LIST OF TABELS & GRAPHS

Sr. NO. Table & graphs Contents Page No.

1. Market share. 26

2. Customer’s declaration about vehicle. 29

3. Frequency of changing of tire. 30

4. Awareness of Birla Tyres 31

5. Medium of awareness 32

6. To Promote the Birla Tyres 33

7. Customer preferred brand. 34

8. Birla Tyres uses. 35

9. Consumer experience about continental Birla Tyres 36

10. Reason for using Birla Tyres 37

11. The place where consumer prefer to by the product. 38

12. Reason for using other brand 39

13. Consumer feelings about claim 40

14. Type of purchasing customer prefers 41

Abbreviation

MBD - Multi Brand Dealer

Fleet Owner - The person who carries more then two trucks.

Stand alone Transporter - The person who carries less then two

truck or bus and reside at destination place.

Birla Tyre

COMPANY PROFILE

INTRODUCTION

Birla Tyre . engages in the manufacture and marketing of various Nylon bias ply tyres and

butyl tubes under the name of Birla Tyres. It offers products for two and three wheelers,

passenger cars, Jeep, light commercial vehicles, farm vehicles and OTR Tyres. The

Company in March 1992, commissioned a plant at Balasore and Haridwar, Uttarakhand

known as Birla Tyres in Orissa.

Aheritage of growth signifies the organization of Birla Tyres (Prop. Kesoram Industries

Ltd.), a flagship unit of the B.K.Birla Group. Our performance is built using a highly

skilled workforce and latest technology.

The Birla Tyres collaboration with Pirelli Ltd., U.K., a subsidiary company of the world

famous Pirelli Group of Italy - a pioneer in production and development of automotive

tyres in the world.

The Company was manufacturing of 10 lac MT p.a. automotive tyres and tubes in the

radial tyre per annum within the existing licensed capacity for the entire range of radial

truck, passenger car commercial truck tyre and light truck tyre The company was granted

permission to both for the domestic and export markets.

The Birla Tyres have Strategically build a new state-of-the-art truck tyre factory at

Haridwar, Uttarakhand in a record time of 12 months.(This unit will get 10 year

exemption from Excise and 5year exemption from income tax.)

About Product.

Propelled by the spirit of dynamism and the quest for higher technology, Birla Tyres today

one of the largest tyre manufacturers in India. In collaboration with the world renowned

Pirelli Ltd. of U.K. Trusted for strength and durability, Birla Tyres are the culmination of

Pirelli Ltd. engineering prowess and Indian infrastructure. Be it a rugged truck tyre, Birla

Tyres stands for superior quality and unparalleled performance. Our quest for excellence

has been recognized with ISO 9001, ISO 14000 and TS 16949 accreditations. It is also the

only tyre plant in India to have been conferred with the TPM award from JIPM-Japan. The

endorsement of the latest breakthroughs in related fields have inspired the company to

improve its product range and the company is now looking forward to launch its radial

tyres for cars, other LCVs and commercial truck’s in India. Backed by top-of-the-line

Pirelli technology, theses radial tyres are slated to be first -of-its-kind in India. On the

anvil is also the radial truck tyre project.

About Success

Birla Tyres Private Limited. A company known as much as by the quality product it

manufactures as by the simple idea that lies behind it - the desire to excel.

The same idea, that has been the driving force behind the giant strides made by the

company. Leading to greater success.

Birla Tyres have Strategically build a new state-of-the-art truck tyre factory at Haridwar,

Uttarakhand in a record time of 12 months.(This unit will get 10 year exemption from

Excise and 5year exemption from income tax.)

An entire rang of Mining and OTR Tyres is being developed. We are adding capacities to

make Farm Tyres, especially Tractor Rear Tyres and a new lineto make Truck & Bus

Radial Tyres.

Superior quality and time-tested performance, Birla Tyres is popular not only in India but

also the exported about 25% of production is to over 28 countries across the globe.

The capacity at the said plant was further augmented during the year by 19 MT per day

aggregating to 271 MT per day production facility. The Greenfield Project of 257 MT per

day capacity in the State of Uttarakhand with a capex of about Rs.760 crores commenced

the commercial production in phases during the financial year 2008-09.The Company as

on 31.3.2009 had the manufacturing capacities of 3.71 million tyres, 2.95 million tubes

and 1.53 million flaps per annum in the Plants including at Uttarakhand Plant.

About Quality

Meticulous quality planning is a prelude to flawless quality, which leads to better

performance, self-reliance and undisputed leadership".

The Company's commitment to perfection has been ably aided by the sustained R&D

enterprise and its endeavour to enhance and update its technological proficiency.

The company also has a special cell on ISO 9001, ISO 14000 and TS 16949 quality

experts. With one of the most well equipped R&D divisions in the industry and competent

personnel, Birla Tyres is all about international quality experts. With one of the most well

equipped R&D divisions in the industry and competent personnel, Birla Tyres is all about

international quality, International standards.

About People

The objective of Birla Tyres may be exalted but the means to realise them are people-

oriented. The Birla Tyres family members, each striving to attain the corporate dream of

surmounting all obstacles. Developing new technologies, adapting them to suit the

indigenous requirement, undertaking dynamic marketing and comprehensive contact

programme - the onus of steering Birla Tyres to greater heights lies on the hard working

shoulders of the adept workforce. Development of human resources has always ranked

high in the priority list of the Company. Birla Tyre Private Limited is one of the few

companies where exists a harmonious and mutually beneficial relation between the

management and the workforce.

About service

Customer satisfaction has always been the priority of Birla Tyre Private Limited

operations. Since inception there has been conscious efforts to be within the reach of

customers. Birla Tyres believes in reaching out to the customer on a one-to-one basis

and presently has a well spread-out network of nearly 66 efficient sale and service

centers all over India. One of the major tasks of the personnel is to interact with the

customers and to attend to any grievance or requests with promptness and also to

instill confidence in them. Regular and comprehensive market research and the

utilization of the same data in the process of product-designing, production and

distribution helps the company to achieve optimum level of customer-satisfaction.

This is the reason why Birla Tyres today has the distinction of being one of the oldest

thriving business houses - erstwhile manufacturer of more than 40 lacs tyres per year -

pioneer ... a winner all the way.

About Distribution

Birla Tyres has efficient sales network of 9 Zonal Offices, 150 Depots and over 3000

Dealers across the country.

Birla Tyres, C&FAs are equipped with latest information technology tool and are on

line for all business transactions. The dealers and consumers shall derive from the

company the advantages of best and transparent services.

ECOFRIENDLY EFFORT OF Birla Tyres

Birla Tyres committed to protecting and respecting the environment. Leading vehicle

manufacturers use co tyres as original equipment because they trust and respect co quality,

development techniques and innovation. However, this alone is not enough. Co must also

meet the demands of the environment by adopting sustainable practices and using

resources more efficiently. Co practices the latest manufacturing and management

techniques and work only to the highest standards as outlined in international standards.

In practice

Here are some of our activities:

Plantation lay out was prepared before start of construction activities.   All plantation

constructed  as per  lay out plan. Today we have more than 50,000 trees in our

premises. The factory is in the midst of a beautiful garden.

We have planned and included from the beginnin

E.S.Ps. for boilers. Our stack emission is always less than the permissible limits.

Dust collectors for all Banburies.

Effluent treatment plant to treat discharged water:

We use for gardening and horticulture, the ETP discharged water to conserve water.

Regular test of air and water by a well set up environmental laboratory.

Installed solar water heater system for our canteen as a step towards use of non-

conventional  energy sources.

Regularly various programmes are undertaken to conserve natural resources and to

improve our  environment performance.

Appointment of environmental co-ordinators to ensure our EMS is implemented and

maintained in line with ISO 14001 since 1998.

Our environment consciousness is also extended to our colony.

Continued commitment

Environmental performance targets to meet our legal, operational and business

requirements

Regular audits and reviews on our environmental performance

Environmental awareness training for all directors and senior management.

We do not use poly-bags to carry goods in our Co-operative stores.

Wastes are segregated and non-biodegradable wastes are sent for recycling.

Efforts are taken for conservation of water by regular awareness and monitoring

Co. has a series of procedures and initiatives to ensure continual improvement of our

environmental performance.

Birla Tyre sets environmental objectives every year as part of its business planning

process.

Design

Whatever the tyre, co design engineers develop quality products that meet the demands of

our customers - and the environment.

Here are some examples:

Extensive market research, research and development, computer modelling and

rigorous testing

Continual improvement of co low-rolling resistance tyres (offering lower

temperature generation and attrition without loss of grip) for long lasting products

and improved fuel economy

Development of new materials and compounds for lighter and more durable tyres.

Continued commitment

Manufacturing

While co production efficiency increases every year, it has also successfully reduced its

energy consumption and waste.

Purpose of the study.

The scope of this project is very wide. This could be used in various decision making process in future.

In the scenario this project could be used to conduct SWOT analysis of Birla Tyres. It could also be handy in determining the present consumer buying behavior.

It could be used as a database for solving any problem arising in future and could also used to develop market strategies to increase the market penetration.

This project could be used to improve the services to increase customer satisfaction of Birla Tyres.

Objective :-

To assess the effectiveness of promotional strategy

Satisfaction with marketing mix

To find out it’s market standing at different place of Nagpur

LITERATURE REVIEW

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’‛Tyre Basic’’

What is tyre:-

A tire is a ring-shaped covering that fits around a wheel to protect it and enable better vehicle performance by providing a flexible cushion that absorbs shock while keeping the wheel in close contact with the ground. The word itself is derived from the word "attire", referring to the dressing of the wheel.

History

The earliest tires were bands of iron (later steel), placed on wooden wheels, used on carts and wagons. The tire would be heated in a forge fire, placed over the wheel and quenched, causing the metal to contract and fit tightly on the wheel. A skilled worker, known as a wheelwright, carried out this work. The outer ring served to "attire" the wheel for use, providing a wear-resistant surface to the perimeter of the wheel. The word "tire" thus emerged as a variant spelling to refer to the metal bands used to dress wheels

Tire is an older spelling than tyre but both were used in the 15th and 16th centuries for a metal tire; tire became the settled spelling in the 17th century. In the UK, tyre was revived in the 19th century for pneumatic tires, possibly because it was used in some patent documents, though many continued to use tire for the iron variety. The Times newspaper was still using tire as late as 1905.The first practical pneumatic tire was made by the Scot, John Boyd Dunlop, in 1887 for his son's bicycle, in an effort to prevent the headaches his son had while riding on rough roads (Dunlop's patent was later declared invalid because of prior art by fellow Scot Robert William Thomson).

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Dunlop is credited with "realizing rubber could withstand the wear and tear of being a tire while retaining its resilience".

Pneumatic tires are made of a flexible elastomer material, such as rubber, with reinforcing materials such as fabric and wire. Tire companies were first started in the early 20th century, and grew in tandem with the auto industry. Today, over 1 billion tires are produced annually, in over 400 tire factories, with the three top tire makers commanding a 60% global market share.

INGREDIENTS USED IN TYRE MAKING

The fundamental materials of modern tires are rubber, Black Carban and fabric along with other compound chemicals. Their constructive make-up consists of the tread and the body. The tread provides traction while the body ensures support. Before rubber was invented, the first versions of tires were simply bands of metal that fit around wooden wheels in order to prevent wear and tear. The most recent and popular type of tire is pneumatic, pertaining to a fitted rubber based ring that is used as an inflatable cushion and generally filled with compressed air. Pneumatic tires are used on many types of vehicles, such as bicycles, motorcycles, cars, trucks, earthmovers, and aircraft.

Type;-

There are two type of tyre cross ply and radial; the structure of both has been given below.

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Bias tire (or cross ply) construction utilizes body ply cords that extend diagonally from bead to bead, usually at angles in the range of 30 to 40 degrees, with successive plies laid at opposing angles forming a crisscross pattern to which the tread is applied. The design allows the entire tire body to flex easily, providing the main advantage of this construction, a smooth ride on rough surfaces. This cushioning characteristic also causes the major disadvantages of a bias tire: increased rolling resistance and less control and traction at higher speeds.

Radial tire construction utilizes body ply cords extending from the beads and across the tread so that the cords are laid at approximately right angles to the centerline of the tread, and parallel to each other, as well as stiff stabilizer belts directly beneath the tread. The advantages of this construction include longer tread life, better steering control, and lower rolling resistance. Disadvantages of the radial tire include a harder ride at low speeds on rough roads and in the context of off-roading, decreased "self-cleaning" ability and lower grip ability at low speeds.

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MARKETING MIX

Marketer segregate the market in clusters with their specification & it’s known as

segmentation. For each segment or subdivision of the market, we formulate a combination

of a number of devices or types of marketing activities that are integrated in a single

marketing programme to reach a particular potential target market segment. The

combination of this activity or tools termed as marketing mix.

The variable of that mix are only four.

Decision regarding product and services,

Decision regarding price,

Decision regarding place,

Decision regarding promotion,

It’s also known as 4p’s of marketing, these variables having their own mixes too -

Product mix

Price mix

Place mix

Promotion mix

Product mix - it is the bundle of utilities and feature that is made by the company to

provide ultimate satisfaction to the customer. This might be the physical or psychological.

It has following components.

product range or product line

service after sale

branding and packaging

quality level

warranties etc

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Price mix – prices is the valuation placed upon the product by the maker. It having these

components –

face value

terms

differentiation

discounts

allowances etc

Place mix – this includes the distribution strategy of product and services or the product

availability. The components of this mix are –

channel type

intermediaries

outlet location

transportation

storage etc

Promotion mix – promotion is the persuasive communication about the product by the

marketer to the prospective buyer. Thus the mix become very critical to design by taking

all the previous mixes in the mind, these are as follow-

sales people

advertisement

sales promotion

publicity

gifts

discounts etc

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Research Methodology

Research

Research can be defined as a careful investigation or inquiry especially through search for

new facts in any branch of knowledge. Redman and Mory defines research as a

systematized effort to gain new knowledge.

Marketing research

Marketing research is the systematic gathering, recording, and analysis of data about

marketing problems to facilitate decision-making. Marketing research is the systematic

design, collection, analysis and reporting of data and finding relevant to a specific

marketing situation facing the company.

RESEARCH DESIGN:

Every project work requires research, successful completion of any project and getting the

genuine results from that depends upon the research method used by the researcher. The

whole research process used by us is as follows.

(1)- Problem Formulation

(2)- Research design

(3) Assumption & limitation.

(3)- Sample design

(4)- Source of data

(I)- Primary source of data

(II)- Secondary source of data

(5) - Collection of data

(6)- Analysis of data

(7)- Interpretation of data

(8)- Project report and writing

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Type of Market Research

Marketing research is now placed under the control of some staff executive to provide

adequate information to the line of management. In these days of specialization, various

types of marketing research are adopted.

There are five major types of marketing research with several sub types.

Marketing performance research

Product research

Promotion research

Distribution research

Pricing research

Methods of data collection

The key for useful systems is the selection of the method for collecting data and linking it

to analysis and decision issue of the action to be taken. The accuracy of the collected data

is of great importance for drawing correct and valid conclusions from the detailed

investigations.

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There are two types of data primary and secondary.

1. Primary data: - The primary data are those which are collected a fresh hand for the

first time and thus happen to be original in character. There are several methods of

collecting primary data, particularly in survey and descriptive researches.

Some important methods of collecting primary data are:

Observation Method

Interview Method

Questionnaire

Schedules

2. Secondary data: -Secondary data are used means that are already available i.e. they

refer to the data which have already been collected and analyzed by someone else and

which have already been passed through the statistical process. Secondary data may

either be published data or unpublished data.

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The study started with taking interview by personal contact, filling up the questionnaire

along with fitment survey of vehicles.

Sample Size: -

A sample is a fraction of subset of population; it is regarded as a representative of entire

population. The valid statistical procedure of drawing sample from population is called

Sampling.

For persuading this research I gone through the non probability convenience sampling

110 Transporter and stand alone vehicle owner

Fitment survey of 330 vehicles

Methodology: -

The data collected by two methods.

Primary data collection.

Secondary data collection.

In primary data collection, we have data collect from the personal contact, interview,

schedules, and questionnaire. In secondary data, the data were available on internet and

company.

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COLLECTION OF DATA THROUGH QUESTIONNAIRES

This method of data collection is quite popular, particularly in case of big enquires.

It is being adopt by private individual research workers, private and public organization,

and even by government. In this method questionnaires are sent to the person concerned

with the request to answer the question and return the questionnaires. A questionnaire

consist of a number of questions printed, typed in a definite order on a form or set of

forms. The respondents (custmer) have to answer the question on their own experience.

COLLECTION OF DATA THROUGH OBSERVATION

We also use this method for the purpose of data collection. In this method we have taken

the sample of 330 vehicle models like TATA, EICHER, and ASHOK LOYLAND etc.

Through our personal observation we have observed the tyres used in the above models

and have presented them graphically. This observation was done in the various areas of

NAGPUR like Transport Nagar , Wadi, Wardanna, Kamtee Road, Kalmana Marker, Nari

Road etc.

UTILITY: -

From the collection of data we analyses the consumer behavior & market share of various

brand of Birla Tyres & take valuable information of tyre industry.

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Results: - The result is divided into the following categories:-

A:-FITMENT SURVEY

Analysis of front tyres.

Analysis of Rear Tyres

Over all Analysis (Front + Rear)

B:- CONSUMER MEETING

Analysis of data

C:-DEALER MEETING

Analysis of data

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ANALYSIS

OVER ALL ANALYSIS (1000X20)

MARKET SHARE

COMPANY NAME NO OF TYRES MARKET SHAREBIRLA 1800 15.87%

APOLLO 2550 22.48%

JK 2120 18.69%

CEAT 2450 21.60%

Good Year 300 2.64%

Michelin 120 1.05%

MRF 1700 14.99%

OTHER 300 2.64%

TOTAL 11340 100%

Graphical representation of data

B: - CUSTOMER MEETING

Meeting with the truck, bus owners:-

1. How many trucks and Bus do you have?

NO. OF VEHICLE RESPONDENT

More then 5 61

Less then 5 49

Graphical representation of data

INFERENCE

There are 61 transporters who having more then 5 vehicles & 49 vehicle owners have less

then 5 vehicle.

2. Have you know about Birla Tyres?

Awareness of Birla Tyres RESPONSE

Yes 107

No 3

Graphical representation of data

INFERANCE

During analysis of collected data it is found that only 97% of transporters know about Birla Tyres brand and 3% of transporters (LCV) not know about Birla Tyres.

3. By which medium you get aware with Birla Tyres?

Medium of awareness of brand Response % of responseThrough hording 5 4Through friends 15 14Through shop 60 54through sales person 30 28

Graphical representation of data’s

INFERANCE

Out of 110 people 4%{5} of people said that I saw the brand at hording 54%(60) of people said that retailer had award me while I went to purchase the tyre 15%(14) people added that my friend told me about this tyre and only least transporter i.e. 28%(30) owners said that the company sales person had visited their office for order.

4. How to promote the Birla Tyre in market.

means Print Media Electronic Media Service CAMP Consumer meet

response 35 8 5 62

% of response

31% 8% 5% 56%

Graphical representation of data’s

INFERANCE

During analysis of data it was found that, the respondent were suggested 31% print media (News Paper) , 8% electronic media (News Channels) ,5% service CAMP, 56% consumer meet commercial for advertisement.

5. Which Brand are you using for your vehicle?

Brand Response % of responseBirla Tyre 60 22%Apollo 75 27%Ceat 41 16%MRF 47 18%

JK 35 13%

Other 10 4%

Graphical representation of data’s

INFERANCE

During analysis of data it was found that, the respondent were use major brand 22%Birla Tyres , 27% Apollo, 16%Ceat, 18%MRF, 13% JK, 4% Other.

6. Have you used Biral Tyres ever?

Uses of continental Response % of response

Yes 55 50%

No 55 50%

Graphical representation of data’s

INFERANCE

During analysis of data it was found that, the respondent were use 50% of people said yes & 50% no.

7. How was the quality and performance of Birla Tyres?

Rates of experience Response % of responseExcellent 6 11%Good 29 52%Average 17 31%Worst 3 6%

Graphical representation of data’s

During analysis of data it was found that, the respondent were quality and performance of Birla Tyres 11% excellent, 52% good, 31% average, 6% worst.

8. Why have you preferred Birla Tyres?

Reason to use continental Response % of responseDue to quality 9 17%Due to durability 16 29%Due to price 30 54%Due to Brand name 0

Graphical representation of data’s

During analysis of data it was found that, the respondent were quality and performance of

Birla Tyres 11% excellent, 52% good, 31% average, 6% worst

9. Where do most of the customer go for purchasing Birla Tyres?

Place of purchase Response % of responseExclusive Dealer 72 65%MBD’s(Multi Brand Dealer) 28 26%From other Trader’s 10 9%

Graphical representation of data’s

INFERANCE

When asked about where do most of the customers go for purchasing Birla Tyres the feed back that were received from customers are as follow.

Around 26% customer said that they purchase Birla Tyres from the Multi Brand Dealer, 65% customer said that they purchase from retailer so that they could make a comparison of cost between Birla Tyres and other brands available and rest 9% customer said that they purchase Birla Tyres from other tyres traders.

10. Rate your experience with company claim policy? Rates of experience Response % of responseGood 0 0%Average 9 18%Worst 23 41%No Claim 23 41%

Graphical representation of data’s

INFERANCEDuring analysis of data it was found that, the claim policy of Birla Tyres is worst,Because 41% uses of Birla Tyres say that claim process is very slow and most of time claim is not pass. 41% uses of Birla Tyres has no claim, 18% are average.

11. What type of purchasing customer prefers?

Purchasing Prefers Response % of responseCash Discount 25 23%Quality and Performance of Product 16 14%Long Time Credit 53 49%According To Dealer 16 14%

INFERANCEDuring analysis of data it was found that, the purchasing prefers by customer, 23% of customer prefers cash discount, 14% of customer prefers quality and performance of product, 49% of customer prefers long time credits, 14% of customer prefers according to dealer (Relationship between dealer and customer).

Is it easily available wherever it’s needed?

In the answer of this question 100% customer said that yes it is easily available and There was no one who said that it is not available in the market.

Suggestion of customers

In the Column of suggestion most of customer had written that the company would improve and fast the claim policy and they are appreciated the campaign which is done by my group at different – different places in nagpur, the company should also have to maintain it, because it create the brand image among customer it provide knowledge for proper maintenance of tyre & avoiding tyre blast .the company should also give a glimpse on the distributor prices, because a lot of difference has been fond in the market from on MBD to another.

Findings

From the fitment survey at different places in nagpur it is found that nagpur having

only 16% share that is low as we have seen on demand of tyre in market. (see

graph no.1)

It is said that only 97% people are aware of Birla Tyres in sample size of 110. It

shows the companies good promotion and advertisement. (see graph no.3)

During the collection of data one of the major reasons found for those who are the

big giants in this market i.e. fleet owner, company have a few no of CCR

(customer contact representative) as compare to rivals. Company would taking

more effort towards the campaigns in area of prospects.

In the whole study it’s found that people have positive word of mouth toward

quality and price of product. it’s also found that our two product i.e. BT 112

Platinum and BT Ultra is better from rivals substitute in quality and piece hence

we can conclude that for 16 to 20 tone segment we are good as compare to rivals

product. .(See graph no 9&10)

Our pricing strategy is also appreciated by the customer (See graph no 9 of

consumer meeting)

The claim policy is very poor as comparison to other tyre brand (See graph no 13of

consumer meeting)

In the suggestion most of the customer said that company should concentrate upon

advertisement, campaign for creating the brand image (LCV Tyres).

Conclusion

1) The market share of Birla Tyres in Nagpur is 16%.

2) Approximately 80% customers are satisfied with the Birla Tyres.

3) As we have seen in data collection the after sales service (claim) of Birla Tyre is very poor.

4) Perhaps lack in Promotion, Company has loosed its 5% customer.

5) Our most of the customer are happy with the pricing policy.

6) The product of company is readily available to customer

7) Apollo is the leader in the market.

SWOT ANALYSIS

STRENGTHS -

Heavy range of products.

Reasonable price.

Good quality and performances of product

Good margin for channel partners.

WEAKNESSES -

Not quick replacement of damage.

No proper inspection of salesman.

Less advertisement effort.

Less sales campaign.

Few no. of CCR (customer contact representative).

OPPORTUNITIES –

Fleet owner can be tap because of low price.

Due to low price we can bid in PCMC & PMC for heavy transportation vehicle.

By improving the promotional strategy we can increase our Revenue and volume of sales because of low price.

THREATS –

Increasing demand of Radial tyres.

Entrée of new MNC and Apollo’s radial product.

Without proper inspection salesman may be careless.

Recommendation

During my 30 days at market I found many block-holes in marketing strategy of Birla

Tyres .In some of the area company is not lesser with the latest tools & techniques, where

the shortage of manpower is very dangerous for company future, it might create problem

for the foot hold in the market. By looking the aggressive marketing strategy of

competitors I would like to suggest to BirlaTyres in some area where improvement is

needed.

Company should tap the fleet owners as far as possible because they are those

giant of market who are having good demand of product every month.

Company should increase the number of hoardings and GSB at every potential site

for creating Brand awareness.

In a month 2 to 3 Campaign Company should do. Like free eye checking for

drivers and free nitrogen gas feeling etc.

Birla Tyres should take a decision regarding gift & reward for dealers and

consumer to compete the rivals.

Make redial as soon as it is possible.

Expand its advertisement budget and emphasis on personal advertisement.

Recruitment of at least two CCR for nagpur as soon as possible.

Company should have to study time to time competitor’s strategy for prevent their

monopoly.

Company should improve in supply of product on time.

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ASSUMPTION & LIMITATION

The sampling size covered was very small i.e.110 for interview and 330 vehicles

for fitment survey.

In the sample of 110 for interview, fleet owners & stand alone transporters both

were included.

The conclusion has been found out from this sample size. So it cant be generalize

as national level.

The area was restricted for nagpur only.

For the fitment survey we had chosen 90 buses with 6 wheels and 240 trucks with

6 and 10 wheelers.

Survey represents only nagpur market position : - Because this survey is conducted in nagpur. So we can not imagine result at national level market Position of Birla Tyres.

Non respondent : - In this survey many respondent are included which has given no idea according our survey objective.

Time was limited : - This survey has been done within 4 week, so it might be possible that some of the aspect may be left.

Falls information : - In this survey we can not say that every information is correct.

Because many respondent might have given falls information it may more positive or negative

Fleet owners:-

Those transporter’s who having more then 5 trucks assumed as fleet owners.

**********

Stand alone transporter:-

Those people who reside in village or any destination places and not owner ofMore then 2 tucks assumed as stand alone transporter. This study is only done by considering the passenger caring buses and goods caring trucks. MBD

Here MBD is those distributors and retailer who sold many Brand tyres

BIBLIOGRAPHY

MARKETING MANAGEMENT: - By Philip Kotler

RESEARCH METHODOLOGY: - By C.R. Kothari

WEBSITES: - www.goggle.com

www.kesocorp.com

www.birlatyres.com

www.weenkypedia.com