Bridgestone Final Project Report by Rajat Tokas

8/13/2019 Bridgestone Final Project Report by Rajat Tokas

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TABLE OF CONTENTS

SL.NO. PARTICULARS PAGE NO.

1 INTRODUCTION 6-24

2 RESEARCH DESIGN 25-29

3 CONCEPTUAL DISCUSSIONS 30-37

4 DATA ANALYSIS ANDINTERPRETATION 38-68

5 FINDINGS ANDRECOMMENDATIONS 69-70

6 BIBLIOGARAPHY 71-72

7 ANNEXURE 73-77


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CHAPTER-1

INTRODUCTION


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1.1 OVERVIEW OF INDUSTRY AS A WHOLE:

The story of rubber starts from the time of John Boyd Dunlop who invented the first

pneumatic tyre way back in 1888.The industry has come a long way both globally as well as

domestically. In India the tyre industry was born in 1926 with establishment of the first tyre

company, the tyre industry saw the entry of players and concurrently grew until the late 70s.

With wave of liberalization, sweeping the land in 1992, the industry saw the entry of many

players as a part of joint ventures.

The size of the tyre industry in India has been estimated at Rs.78 billion in 2001-02. At an

expected growth rate of around 6 % per annum, the tyre industry is expected to increase to

around Rs.105 billion by 2006-2007. Demand of tyres is directly related to vehicle

population. Hence, the size and growth of the tyre industry is related to that of automobile

industry. The size of the domestic tyre industry is estimated at around 15% of the size of the

domestic automobile industry. The size of the global tyre industry was estimated at around

USD 72 billion in 2001, with a long-term trend o growth of 2-3 % per annum.

In the domestic market, commercial vehicle tyre account for 80% of the total tyre demand, in

value terms, as compared with 30% globally. The share of commercial vehicle tyres in total

tyre demand is high, as commercial vehicles are at a more advanced stage of demand growth

in India, as compared with the passenger vehicle, such as car. However a higher rate of

growth in cars and motorcycles, as compared with those commercial vehicles, is expected to

result in a gradual increase in share of the passenger vehicle tyre sales in total tyre sales.

INDUSTRY PROFILE:

TOTAL NUMBER OF TYRE COMPANIES = 40

TOTAL NUMBER OF TYRE FACTORIES = 47

TOTAL NUMBER OF NON TYRE PLANTS =93

TOTAL NUMBER OF TECHNICAL RESERCH

AND DEVELOPMENT CENTERS =3

TOTAL NUMBER OF GROUNDS PROVIDING =10

TURNOVER =US $23.3 BILLION


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GLOBAL TYRE MARKET SHARE =18.2%

CONSOLIDATED SUBSIDIARIES =435 COMPANIES

FACTORS RELATED TO THE TYRE INDUSTRY:

1. Raw material: -Reduction in import tariff and consequential reduction in landed cost of

imported raw materials will yield benefits for raw material intensive industry like tyres.

2. Replacement demand: -(Passenger car segment):- The high level of growth in car sales

(56%) in 1999-2000 is likely to get translated into replacement sales during 2001-02.

3. Radicalization level: -Having achieved over 65% level of radicalization in the passenger

car segment tyre industry is poised to achieve even higher level of radicalization of new

passenger car models.

4. Exports:- Tyre export is likely to remain steady and grow at current level at 6 8 % over

the next 2-3 years. Chinas entry into WTO is going to be a major determining factor.

5. Imports:- It is likely to increase in number but considering a low base and high volume of

domestic production in all category such imports are not likely to have any adverse impact on

the Indian tyre industry.

6. Price increase: -Much like any other sector as per force one tyre company or another will

have to increase tyre price with the objective of improving its financial condition.

The future outlook for the next 2-3 years, it is estimated that the growth in tyre demand in the

commercial vehicle segment will be around 8-10 %.

PRODUCTS:

Tyre made in India broadly classified as Cross ply and radials. The main difference between

these two tyres is the direction in which ply cods are arranged & the type of reinforcement

medium used in the cross ply and fabric cod of the tyre crisscross each other & the major


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reinforcing medium used are rayon and nylon tyre cords. Radial tyres have flexible sidewalls

and the reinforcing medium include polyester, nylon, fiberglass & steel. A radial tyre

provides certain advantages like better vehicle control, longer life, better road holding and

lower fuel consumption. They even reduce the occurrence of flats in Indian road condition.

However cross plies can be retreated twice during the lifetime of the tyre and give the cost of

a new tyre it comes out much cheaper.

PARTS OF TYRES:

S.No. ELEMENT FUNCTIONS

1. Tread Tread is the part which comes into contact with

road surface. It protects the carcass & provides

good grip, longer life, maneuverability and

durability.

2. Steel Belt This Provides stiffness to the tread & protects the

carcass.

3. Spiral Cap This provides high maneuverability and

durability.

4. Shoulder Shoulder is the thickest part of the tyre. It protects

carcass from external shocks & damages.

5. Sidewall Sidewall is the most flexible part of the tyre. It

protects carcass & provides comfortable ride.


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6. Ply Cord Ply Cord is the main body part of the tyre. It

sustains the inflation pressure and endures load

and road shocks.

7. Bead Filler This provides high maneuverability and

durability.

8. Bead Wires It holds the tyre on rim.

9. Chafer Chafer protects ply cord at the bead area from

heat generated due to the abrasion of bead and rim

flange.

CONTENTS OF TYRES:

NATURAL RUBBER

POLY BUTADINE RUBBER

STYRENE BUTADINE RUBBER

NYLON TYRE CORD FABRIC

CARBON BLACK

RUBBER CHEMICAL

BUTYL RUBBER

FUNCTION OFA TYRES:

Four important functions of tyres are:

Supporting vehicle weight.(characteristics of supporting load)

Transferring Traction and Braking Forces to the Road surface. (characteristics of

traction braking)

Changing and Maintaining Direction of Travels. (characteristics of steering and

stability)

Absorbing Road shocks. (characteristics of comfortable driving)


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TYRES SIZE DESIGNATION:

SPEED SYMBOL:

This indicates the maximum safe speed corresponding to its given load index at which the

vehicle can be plied, under specified conditions.

Speed

Symbol

Speed Km /

hr

A1 5

A2 10

A3 15

A4 20

A5 25

Speed

SymbolSpeed Km / hr

D 65

E 70

F 80

G 90

J 100

Speed

Symbol

Speed Km

/ hr

Q 160

R 170

S 180

T 190

U 200


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A6 30

A7 35

A8 40

B 50

C 60

K 110

L 120

M 130

N 140

P 150

H 210

V 240

W 270

Y 300

LOAD INDEX:

Index figure indicating the maximum load(mass), tyre can carry under specified conditions.

Load Index TLCC*Kg

60 250

61 257

62 265

63 272

64 280

65 290

66 300

67 307

68 315

69 325

70 335

71 345

72 355

73 365

74 375

75 387

76 400

Load Index TLCC*Kg

77 412

78 425

79 437

80 450

81 462

82 475

83 487

84 500

85 515

86 530

87 545

88 560

89 580

90 600

91 615

92 630

93 650

Load Index TLCC*Kg

94 670

95 690

96 710

97 730

98 750

99 775

100 800

101 825

102 850

103 875

104 900

105 925

106 950

107 975

108 1000

109 1030

110 1060

Total load carrying capacity.


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COMPAIRING BIAS &RADIAL TYRES:

In a radial tyres ply cord run from bead to bead in a radial manner and are protected with

dual steel belts, which makes the tread very stiff .But in a bias tyres ply cords run

diagonally and are protected with nylon breakers.

DIFFERENCE BETWEEN TUBELESS &TUBE TYPE TYRES:

TUBLESS TUBETYPE

The inner tube is integral within the tyres,

known as inner liner. The value is

permanently fixed to the rim. The assembly

Components: Tyres, Tube with value &

Rim.


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Loss of air is very slow, after getting

punctured, because air can escape through

the point of puncture only.

Instant air leakage. The air under pressure

finds a way between the tube, tyre and

through the rim hole.

TYRE MANUFACTURING PROCESS:

Have you ever wondered how Bridgestone tyres are made? Each tyre undergoes an extensiveprocess beginning with raw materials and ending with a final inspection. This ensures thateach tyre is made with the same attention to quality that our company is reputed for.

1. Mixing the materials

Various grades of natural and synthetic rubber are combined withcarbon black, sulphur and chemical products in an internal mixerto meet specific compound requirements. The resulting blend iscalled the "master batch", which is formed into rubber sheets, andcooled. Some rubber is used for additional processing while themajority is prepared for the extruding stage.


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2. Extruding the tread

Heat is applied to the rubber to make it more elastic and then it isput through extruders machines where the tread and sidewalls,which require two different rubber compounds, are formed into the

required shapes. The extruders produce a continuous sheet of treadrubber, which is then cooled and cut to specific tyre lengths.

3. Weaving the plies

Spinning cords such as rayon, nylon, steel and polyester undergo aprocess called calendering, where they are woven into sheets

and coated with rubber on both sides.Once this is finished, the sheets are then cut at the proper angle

into specific widths and lengths and eventually used for casing andcap plies, while steel cords are used for the belts.

4. Preparing the bead core

The bead core is formed by aligning, and then coating plated steel wires with rubber. After, itis wound on a coil a certain number of times to form bead rings, which provide a specificdiameter and strength for a particular tyre.

5. Building process

The building process involves two stages.Stage 1: Beginning with the woven sheets, the inner liner, body

plies and sidewalls are placed on the building drum. The correctly-positioned beads rings are then attached, which results in theautomatic wrapping of the ply edges around the bead core, and thesimultaneously movement of the sidewalls into position.Stage 2: The tyre is shaped by inflating the rubber and applyingsidetread rubber, two steel belts and a cap ply to achieve a "green" tyre.

6. Vulcanisation

The green tyre is placed in a curing press for a certainperiod oftime (10-15 minutes) at a specific pressure and temperature. Onceheat and pressure has been applied to the tyre, it is then removedfrom the mould having achieved its final size, shape and tread

pattern.


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7. Trimming

Excess rubber from the curing process is removed, and the tyre is trimmed to order.

8. Final inspection

Each tyre is visually and electronically inspected for balance, quality and uniformity. Thisfinal check ensures consistent and reliable performance.

CARE AND MAINTENANCE TYRES:


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1.2 PROFILE OF THE ORGANIZTION:

BRIDGESTONE COROPRATION:

Bridgestone the worlds leading tyre company was born in 1931 with aim to serve people by

providing quality products. Bridgestone is a Japanese $ 80 billion company with a market

share of 18.6 % world wide & a profit of $ 797.5 million (88.69 billion Yen). It has strength

of 1.10 lakh of employees serving in nearly 150 countries. Bridgestone is lead by Mr. Shigeo

Watanabe (President, Chairman of the board & Chief executive officer). Bridgestone has 46

tyre plants & 52 non tyre plants for diversified products in 24 nations & marketing their

product in more than 150 nations. Bridgestone is busy in developing & promoting

comprehensive lines of products from value oriented, medium priced tires to high

performance tires for the worlds highest performance cars Honda, Toyota, Mitsubishi,

Suzuki, Audi, Ferrari, Porsche, Volkswagen, Lamborghini, Hyundai, Daewoo and other

famous brands of cars and other vehicles. Todays worlds largest tyre manufacturing

company was started by Shojiro Ishibashi in 1931 on the southern Japanese island of Kyushu.

(Surname Ishibani translates to stone bridge)

The corporate motto Serving society with products of superior quality commits the

company formally to founders vision.According to Bridgestone Quality policy:

Our motto is to offer products and services to customer satisfaction at speedy rate

through TQM with continual improvement in quality, technology, cost & services by

demonstrating product safety and protection of environment

Now, as the world's no. 1 tyre and Rubber Company, Bridgestone Corporation has made its

presence felt on a global scale. It has subsidiaries spread across the globe from America to

Australia and from Africa to Europe. Leading the quality charts in the tyre industry,

Bridgestone also provides value added services to its customers. Hard work and un-divided

focus on superior products has helped Bridgestone, gain trust of its customers.


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Bridgestone has maintained its tradition of innovation and development to produce only

excellent products. Continuing to set new benchmarks for its competitors, Bridgestone has

become synonymous to quality.

Mission:

Bridgestone is among the worlds leading suppliers of tires of cars, busses, trucks, air craft

construction, and mining and civil engineering equipments. Farm tractors, motorcycle

forklifts and even subway and mono rail trains. Technologically, Bridgestone continues to

lead the industry in important product, advances and safety for we inherit the words and the

spirit of our mission from ourfounder. His emphasis on "superior quality" means striving

for excellence in technology,in products and service, and in all our activities.

The quest for excellence is a quest for every individual at every Bridgestone company. So we

encourage each other in the spirit of mutual respect and help one another make the most of

our potential. Our commitment to quality is a worldwide commitment.

We share the values of the community, including the universal desire for a sound

environment and work consistently to improve the quality of life for people everywhere.

Bridgestone mission is global 2020that means to achieve the turnover of 2020 billion dollar

up to 2020.

Bridgestones technical centers are located at Tokyo, Akron & Rome on three continents in

Texas, Ohio, Mexico, Italy and Japan.

The customer. Technological leadership is evident in state of the art passenger car tyre

based on AQ donuts (Driver oriented new ultimate tyre system) technology.

Bridgestone works closely with auto makers in developing and supplying original equipments

tyres to them. The company supplies tyre to all auto makers in Japan, North America &

Europe. In replacement markets, Bridgestone distributes tyres through extensive network of

special tyre stores, gas stations, repair garages & general retailers. In large market they


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include closely affiliated Family channels which comprise of independent retailers who

display the Bridgestone name.

Bridgestone has received 6 consecutive global supplier of the year award from general

motors and it has received first ever contract to supply tyres for factory filament on a

Mercedes Benz model the popular C- class car showing its commitment to serve society with

superior quality.

Bridgestone is the worlds largest tyre maker, but in addition to supplying tyres tomost major

car manuracturers, the company also makes tyre for heavy equipment (off-road mining

vehicles) and aircrafts. Non tyre products include building materials (roof tiles), sporting

goods (golf balls), indutrial rubber products (conveyor belts and automotive houese), marine

components (oil booms, fish breeding reservoirs and marine fenders) and switches.

SPIRIT (TRUST &PRIDE):

The trust that we earn from people in the community makes us proud of our companies. Our

pride in our companies encourages us to do even better in exceeding peoples highest

expectations. We earn peoples trust by providing products and services that make life safer

and more fun and fulfilling. That trust becomes visible to us through our interaction with

customers and with all the members of the community. It makes us proud of our products, of

our companies and of each other.

The crucial linkage between the trust and the pride is action. Only through concrete action

we can earn the trust that becomes the basis for our pride in our company andproducts. Only

when that pride motivates us to become even better we can continue to earn and retain the

trust of the community.

MANAGEMENT STANCE:

Focus continuously on the future and pursue continuing growth in corporate value.

Be fair, honest and open in our corporate management.


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Understand and honor fully the ethical values, moral practices and legal regulations of

every nation and region where we operate.

View ourselves through the eyes of our customers and adapt our approach

responsively to exceed their expectations. Build positive momentum by nurturing capable, motivated employees who, in turn

will foster a stronger company.

Take our future into our own hands by leading our industry in introducing innovative

new technologies.

Maximize our collective strength by sharing information freely and promoting

cooperation among divisions and companies in the Bridgestone.

CERTIFICATION:

Our 'Passion for Excellence' has driven us to stand out in every facet of the tyre industry.

The credentials received by us are great motivators to better our performance every moment.

ISO (International Organization for Standardization) is the world's largest developer of

standards and we are proud to have met their expectations

Quality Management System Standard: ISO / TS 16949: 2002, applicable to

"Design & manufacture of steel belted radial tyres & tubes for passenger cars & multi-utility

vehicles".

BRIDGESTONE INDIA PRIVATE LIMITED (BSID) :

Bridgestone started off as a joint venture between Bridgestone Corporation Japan( BSJ ),

world leader in tyres and rubber goods, the Associated Cement Companies Limited (ACC),

India a leader in Indian cement industry. There were two other silent but strong promoters for

the company- Mitsui And Corporation Limited of Japan & TATA Engineering And

Locomotive Company Limited (TELCO) of India.


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Thus was born BRIDGESTONE ACC INDIA LIMITED (BAIL) on 27th February

1996. The other important events are:

ESTABLISHMENT : FEB 1996

GROUND BREAKING : SEP 1996

1st TYRE PRODUCTION : NOV 1997

MASS PRODUCTION : MAR 1998

COMMERCIAL SALE : JUL 1998

INAUGRATION CEREMONY : NOV 1998

PRODUCTION OF 1 MILLIONTH TYRE : AUG 1999

PRODUCTION OF 10 MILLIONTH TYRE : FEB 2004 SALE OF 1 MILLIONTH TYRE : SEP 1999

With such high pedigree, it was natural that there would be strong support from the promoters

because of which, Kheda plant of BAIL was set up in a record time. Furthermore, BAIL

established itself soon as a leader in radial tyre for passenger vehicles in India due to strong

technological support from BSJ, and BRIDGESTONE became a well recognized brand in

India.

Soon ACC and TELCO who had core business in other area, desired to put out of BAIL. Also

Mistui & corporation felt that they should sell their shares in BAIL to BSJ, who therefore

bought all the shares of ACC, TELCO and Mitsui and became 100 % owner of BAIL. BSJ,

ACC and TELCO signed shares purchase agreement and shares were finally transferred to

BSJ on 14th February 2003. BSJ then filed an application with appropriate authority for

change of name of the company Bridgestone India Limited which was done on 3rd March

2004.

Considering the fact that BSJ became singal parent of Bridgestone Company and there being

no public interest is involved, it was appropriate to change the company status from public

limited to private limited. Accordingly action was ignited to change the status and finally a

new certificate of incorporation was issued by the registrar of company in the name of

BRIDGESTONE INDIA PRIVATE LIMITED (BSID) on 20th March 2003.

Thus the company, BAIL has finally transformed into BSID, which is fully owned subsidiary

of Bridgestone Corporation Tokyo, Japan fact of which we all are really proud of.


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The company is manufacturing radial tyres for car passengers and light van. It has managed

to garner original equipment manufacturer (OEM) status for Maruti Udyog Limited, Daewoo,

Honda, Telco, Fiat, General Motors, Mahindra and Mahindra, Toyota, Ford and Hindustan

motors in India. It caters cars like Alto, Wagon R, Versa, Sx4, Santro, Verna, Sierra, Sienna,

City, Civic, Accord, Scorpio, Bolero, Accent, Santro , Lancer and others.

The company is only focusing in radials. It has 3 million tyres per annum capacity plant at

Kheda, Pithampur (Dhar district) near Indore. The head office is at Indore and 33 corporate

offices in major cities all over India.

Bridgestone has introduced 7 series and 37 sizes of tyres for the Indian market in passenger

car multi-utility vehicle category. They are S- series (S248-80s and S322-70s) Potenza

(RE88), for car segment and multi-utility vehicle Dueler (689), Turanza (ER30, ER300,

ER60).

1.3. SWOT ANALYSIS OF BRIDGESTONE INDIA PRIVATE

LIMITED:

STRENGHT:

Worlds No.1 Company having market share of 18.2% globally.

Strong brand equity.

Considered to be quality product.

Hold highest market preference.

Customer preference at OE manufacture.

Good strength of loyal family channel members.

Having wide range of products globally.

WEAKNESS:

Low product range.

Less presence in print and local media.

Low share in OE.


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OPPORTUNITY:

Growing automobile industry in Indian market.

Growth of Premium cars.

India is considered export hub for car manufacture.

The two-wheeler vehicle remains untouched.

THREAT:

Entrance of global tyre manufactures like Michelin Yokohama etc.

Global tyres Manufactures will have own production capacity in India.

.Mass users (Tours and Travels) prefer low price tyres.

Import of cheaper and low quality tyres.

PRESENT PERFORMANCE:

Bridgestone, in a short stint of 16 years in India has grown to tremendous heights. It has

become one of the major suppliers to almost all the reputed car-manufacturing in India.

Quality has always been a premium at Bridgestone and the strict standards followed, are

certified by the world's leading authority in quality certifications.

With a vast network of more than 3000, dealers spread across India, efforts are being

constantly taken to increase this penetration level and make the quality tyres available even in

the remotes corners of the country.

1.4. COMPETITORS INFORMATION:

IMPORTANT COMPETITORS OF BSID AMONG INDIAN TYRE

COMPANY:

M.R.F -No. 1 competitor of Bridgestone in India. Largest coverage on newspapers.

APOLLO- Leader in taxis, truck and buses.

J.K -Top in advertisement expenditure, largest coverage on television

CEAT - A RPG group company. It has also an dominant share in the market.


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BIRLA -A Birla group company. Add only few patterns and size available. Caters to

non premium segment.

IMPORTANT MNCCOMPETITORS OF BRIDESTONE IN INDIA:

MICHELIN -No. 1 competitor of Bridgestone worldwide. It is a fresh tyre giant. It

started its production in India with Apollo.

GOODYEAR- Present in the Indian market since long. MNC Companies with strong

and neck to neck competition with Bridgestone.

YOKOHAMA -Japanese tyre maker started seed marketing in India.

PIRELLI -Italian tyre giant has sought license for commercial production of tyres in

India


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CHAPTER-2

OBJECTIVE &

METHODOLOGY


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2.1OBJECTIVE OF THE STUDY:

For Dealer & Tour and Travels Agents:

To observe Dealers sales quantity.

To understand dealers &customers requirements.

To observe maximum selling tyre size.

To know problems & benefits dealers faces from current source.

To get an idea of cost & profit for the dealers.

To observe the importance of schemes given by the companies.

To observe the customer awareness.

To observe the advertising effects.

To observe leading brand in current market by selling particular sizes of tyres.

To observe service performance level of companies.

Based on above data & observation how it can be implemented to increase sales &

satisfaction of dealers by providing competitive rates, prompt supplies, necessary

trainings, pops & customer satisfaction.

To observe the quality of different brands.

Factors influencing Buying Behavior of Tours and Travels.

Factor affecting Brand Preference and Brand Awareness of Tours and Travels.

Dealer & Customers expectation from the company.

Features which customers is looking at the time of purchasing a tyres

2.2SCOPE OF THE STUDY:

All progress is born of enquiry. Doubt is better than over confidence for it leads to enquiry

and enquiry leads to investigation.

The project aims to give relevant information to Bridgestone India Pvt.Ltd.!About the study

the method used in the research methodology to study the comprehensive background of the

study and the conclusions and suggestions inferred from the findings. It also aims to enable to

Bridgestone India Pvt.Ltd. To implement the recommendations made by the researchers.

The study copes to enable the company to gain insight as to the areas where it has to make

improvements as to increase the customer Awareness.


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2.3 LIMITATION OF THE STUDY:

The study has the following limitations:

The study was limited to South Delhi Region only.

There can be response bias from the respondents, which limits the validity of findings.

Due to the time constraints, it was not possible to go far a very large sample size.

This study was conducted for academic purpose only.

The time duration for the study was limited.

The sample consists of small numbers of people.

Not everyone provided a suitable response to the questionnaire.

The company provided limited data.

2.4RESEARCH METHODOLOGY:

Research design:

Bridgestone India private limited enjoys a market share of 43 % in selling segment. Since the

operation in India is limited to only this segment Bridgestone India Pvt.Ltd wants to increasethe market share.

Research problem:

To increase the market share, Bridgestone India private limited has to understand the policies,

strategies and tactics of the competitors to evolve a distribution channel development

strategy. An insight of the competitor standing and the preference of the channel members of

the distribution network will have to formulate the strategy for increased sale and increasing

market share.

Situational analysis:

There are increased from many fronts to maintain & increase market share of

Bridgestone India Pvt. Ld. some of them are as follows:-

There has been a constant threat from multinational players like Michelin, Goodyear,

Yokohama, MRF and Pirelli.

All Indian major players in the market have producing radial tyers. They are in the

market for substantially long time to challenge Bridgestone India private limited.


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Data collection sources:

Primary Data:

Primary data is that which is collected since the research problem is related to the distribution

channel and penetration so the source for collection of the data is dealer.

Secondary data:

Secondary data is that data which is collected from various sources like websites, books,

magazines, newspapers & companys journals.

Data collection method:

The primary data from the dealers is collected by the survey method.

Data collection instrument:

The data collection instruments are Questionnaire and interview used for the research. The

Questionnaire is aimed at:

Preference of the dealers.

Quantity & price of maximum tyre size selling through dealers.

Problems faced by dealers.

Requirements of dealer to promote the product.

Competitive standing of various companies on the attributes preferred by the several

channel members.

The questionnaires have a synchronization of open ended, dichotomous & multiple choice

questions to get optimum results from the dealers

The questionnaires is formed considering the facts that it should not be too lengthy,

Contain all the relevant information only and is formed with multiple choice questions.

The questionnaires were followed by the interview which was focused on getting the

maximum result about the research problem.

Sampling plan:

Universe:New Delhi

Dealers

Authorized & some non authorized dealers

Bridgestone has divided the whole New Delhi region into four areas as North Delhi,

West Delhi, East Delhi, South Delhi. I surveyed in the South Delhi according to my sampling

unit.

Sampling unit:


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The sampling unit in the research is market by the dealers.

Sampling method:

The sampling plan or the method is the probability Simple random sampling.

Editing & Coding:

The questions which were not responded by the dealers were analyzed with the total number

of respondent for that particular question. Microsoft word & Microsoft excel was used in

coding & analyzing the data.

2.5 NEED OF THE STUDY:

Management is like a coin having two sides. One is the theoretical part and second is the

practical part. In the theoretical part of management we learn in our classroom from the

lectures, seminars, group discussions that are arranged from time to time.

To know the practical aspect of management a practical training is provided to the students.

The main idea behind practical training is to bring the management students face to face with

the actual environment of practical management so that he/ she will be able to apply theory to

practical situation before finally moving into the professional world to show the efficiency

and capability.

The project study focused on Bridgestone Passenger Car Tyre as a product and the subject

is to understand the mind set of different Dealers and customers about the product. Being a

student of marketing management, the inquisitiveness to peep on practical side of consumer

perception promoted in study.

In this study efforts have been made to prepare the report as realistic as possible.


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CHAPTER-3

CONCEPTUAL

DISCUSSION


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THEORTICAL CONCEPTS OF MARKETING

3.1 DENITION OF MARKETING:

Marketing is a social and managerial process by which individuals and groups obtain what

they need want through creating, offering and exchanging products of value with others.

Marketing is to identify customer needs and satisfy those needs.

3.2 MARKETING MIX:

The marketing mixis a business tool used in marketing and by marketing

professionals. The marketing mix is often crucial when determining a product or

brand's offering, and is often synonymous with the four

Ps:price,product,promotion, andplace; in service marketing, however, the four Ps

have been expanded to the Seven Ps to address the different nature of services.

3.2.1 THE FOUR Ps OF MARKETING:

The primary goal of marketing is to optimize the marketing mix, offering the best

possible combination of the four P's to maximize the effectiveness of marketing

efforts. The variables known as the four P's of the marketing mix are: 1) Product, 2)

Price, 3) Place and 4) Promotion.

PRODUCT:

Products are the goods and services that your business provides for

sale to your target market. When developing a product you should

consider quality, design, features, packaging, customer service and any

subsequent after-sales service.

PRICE:

Price concerns the amount of money that customers must pay in order

to purchase your products. There are a number of considerations in
http://toolkit.smallbiz.nsw.gov.au/dsrd/part/defining_your_product_or_service/3/11/52.htmlhttp://toolkit.smallbiz.nsw.gov.au/dsrd/part/types_of_pricing/3/12/58.htmlhttp://toolkit.smallbiz.nsw.gov.au/dsrd/part/types_of_pricing/3/12/58.htmlhttp://toolkit.smallbiz.nsw.gov.au/dsrd/part/defining_your_product_or_service/3/11/52.html


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relation to price including price setting, discounting, credit and cash

purchases as well as credit collection.

PLACE:

Place is in regards to distribution, location and methods of getting the

product to the customer. This includes the location of your business,

shop front, distributors, logistics and the potential use of the internet to

sell products directly to consumers.

PROMOTION:

Promotion refers to the act of communicating the benefits and value of

your product to consumers. It then involves persuading general

consumers to become customers of your business using methods such

as advertising, direct marketing, personal selling and sales promotion.

3.3IMPORTANCE OF MARKETING:

Ensures we get our goods and services to our customers effectively and efficiently

Builds and maintains brand value and awareness

Delivers profitable growth

Builds customer value

Enhances shareholder value

Companies that focus on customersneeds and deliver great customer experience are

more successful than those that do not.
http://toolkit.smallbiz.nsw.gov.au/dsrd/part/distribution/3/12/59.htmlhttp://toolkit.smallbiz.nsw.gov.au/dsrd/part/advertising_and_promotions/3/12/61.htmlhttp://toolkit.smallbiz.nsw.gov.au/dsrd/part/advertising_and_promotions/3/12/61.htmlhttp://toolkit.smallbiz.nsw.gov.au/dsrd/part/distribution/3/12/59.html


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3.4SCOPE OF MARKETING:

Marketing is typically seen as the task of creating, promoting, and delivering goods and

services to consumers and businesses. Marketers are skilled in stimulating demand for a

companys products, but this is too limited a view of the tasks marketers performs. Just as

production and logistics professionals are responsible for supply management, marketers

are responsible for demand management. Marketing managers seek to influence the level,

timing and composition of demand to meet the organizations objectives.

Marketing people are involved in marketing 10 types of entities: goods, services,

experiences, events, persons, places, properties, organizations, information and ideas.

GOODS- Physical goods constitute the bulk of most countries production and

marketing effort. Each year U.S. companies alone market billions of canned and

frozen food products, millions of tons of steel, millions of hair dryers, cars, television

sets , machines, and various other mainstays of a modern economy. Not only do

companies market their goods, but thanks to the Internet, even individuals can market

goods.

SERVICES- As economies advance, a growing proportion of their activities is

focused on the production of services. The U.S. economy ,Today consists of a 70-30

services-to-goods mix. Services include the work of airlines, hotels, car rental firms,

barbers and beauticians, maintenance and repair people, dog kennels and dog

therapists, as well as professionals working within or for companies, such as

accountants, lawyers, engineers, doctors, software programmers, and management

consultants.

EXPERIENCES- By orchestrating several services and goods, a firm can create,

stage, and market experiences. There is also a market for customized experiences,

such as spending a week on baseball camp playing with some retired baseball greats,

playing to conduct the Chicago Symphony Orchestra for five minutes, or climbing

Mount Everest.


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EVENTS- Marketers promote time based events, such as the Olympics, company

anniversaries, major trade shows, sports events, and artistic performances. There is a

whole profession of meeting planners who work out the details of an event and make

sure it comes off perfectly.

PERSONS- Celebrity marketing is a major business. Years ago, someone seeking

fame would hire a press agent to plant stories in newspapers and magazines. Today

every major film star has an agent, a personal manager, and ties to a public relations

agency. Artists, musicians, CEOs, physicians, high-profile lawyers and financiers,

and other professionals are also getting help from celebrity marketers .

PLACES- Placescities, states, regions, and whole nationscompete activity to

attract tourists, factories, company headquarters, and new residents. Place marketers

include economic development specialists, real estate agents, commercial banks, local

business associations, and advertising and public relations agencies.

PROPERTIES- Properties are intangible rights of ownership of either real property

(real estate) or financial property (stocks and bonds). Properties are bought and sold,

and this requires marketing. Investment companies and banks are involved in

marketing securities to both institutional and individual investors.

ORGANIZATIONS- Organizations actively work to build a strong, favorable image

in the minds of their publics. Companies spend money on corporate identity ads.

Philips, the Dutch electronics company, puts out ads with the tag line Lets Make

Things Better.

INFORMATION- Information can be produced and marketed as a product. This is

essentially what schools and universities produce and distribute at a price to parents,

students, and communities. Encyclopedias and most nonfiction books market

information. The production, packaging, and distribution of information are one of

our societys major industries.


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3.5BRAND:

3.5.1 Definition:

Brand is a uniquedesign,sign,symbol,words, or acombination of these,employed in

creating animage that identifies aproduct and differentiates it from itscompetitors.Over

time, this image becomesassociated with a level of credibility,quality, andsatisfaction in

theconsumer's mind .Thus brands help harried consumers in crowded

andcomplexmarketplace,by standing for certainbenefits andvalue.Legal name for a brand

istrademark and, when it identifies or represents a firm, it iscalled a brand name. See

also corporate identity.

To a consumer, brand means and signifies:

Source of product

Delegating responsibility to the manufacturer of product

Lower risk

Less search cost

Quality symbol

Deal or pact with the product manufacturer

Symbolic device

To a seller, brand means and signifies:

Basis of competitive advantage

Way of bestowing products with unique associations

Way of identification to easy handling

Way of legal protection of products unique traits/features

Sign of quality to satisfied customer

Means of financial returns
http://www.businessdictionary.com/definition/design.htmlhttp://www.businessdictionary.com/definition/sign.htmlhttp://www.businessdictionary.com/definition/symbol.htmlhttp://www.businessdictionary.com/definition/combination.htmlhttp://www.businessdictionary.com/definition/employed.htmlhttp://www.businessdictionary.com/definition/image.htmlhttp://www.businessdictionary.com/definition/product.htmlhttp://www.businessdictionary.com/definition/competitor.htmlhttp://www.businessdictionary.com/definition/overtime.htmlhttp://www.businessdictionary.com/definition/overtime.htmlhttp://www.businessdictionary.com/definition/associated.htmlhttp://www.businessdictionary.com/definition/quality.htmlhttp://www.businessdictionary.com/definition/satisfaction.htmlhttp://www.businessdictionary.com/definition/consumer.htmlhttp://www.businessdictionary.com/definition/complex.htmlhttp://www.businessdictionary.com/definition/marketplace.htmlhttp://www.businessdictionary.com/definition/benefit.htmlhttp://www.businessdictionary.com/definition/value.htmlhttp://www.businessdictionary.com/definition/legal-name.htmlhttp://www.businessdictionary.com/definition/trademark.htmlhttp://www.businessdictionary.com/definition/call.htmlhttp://www.businessdictionary.com/definition/call.htmlhttp://www.businessdictionary.com/definition/trademark.htmlhttp://www.businessdictionary.com/definition/legal-name.htmlhttp://www.businessdictionary.com/definition/value.htmlhttp://www.businessdictionary.com/definition/benefit.htmlhttp://www.businessdictionary.com/definition/marketplace.htmlhttp://www.businessdictionary.com/definition/complex.htmlhttp://www.businessdictionary.com/definition/consumer.htmlhttp://www.businessdictionary.com/definition/satisfaction.htmlhttp://www.businessdictionary.com/definition/quality.htmlhttp://www.businessdictionary.com/definition/associated.htmlhttp://www.businessdictionary.com/definition/overtime.htmlhttp://www.businessdictionary.com/definition/overtime.htmlhttp://www.businessdictionary.com/definition/competitor.htmlhttp://www.businessdictionary.com/definition/product.htmlhttp://www.businessdictionary.com/definition/image.htmlhttp://www.businessdictionary.com/definition/employed.htmlhttp://www.businessdictionary.com/definition/combination.htmlhttp://www.businessdictionary.com/definition/symbol.htmlhttp://www.businessdictionary.com/definition/sign.htmlhttp://www.businessdictionary.com/definition/design.html


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3.5.2 Brand Name:

Brand name is one of the brand elements which helps the customers to identify and

differentiate one product from another. It should be chosen very carefully as it

captures the key theme of a product in an efficient and economical manner. It can

easily be noticed and its meaning can be stored and triggered in the memory instantly.

Choice of a brand name requires a lot of research. Brand names are not necessarily

associated with the product. For instance, brand names can be based on places (Air

India, British Airways), animals or birds (Dove soap, Puma), people (Louise Phillips,

Allen Solly). In some instances, the company name is used for all products (General

Electric, LG).

Features of a Good Brand Name:

A good brand name should have following characteristics:

It should be unique / distinctive (for instance- Kodak, Mustang)

It should be extendable.

It should be easy to pronounce, identified and memorized. (For instance-Tide)

It should give an idea about products qualities and benefits (For instance-

Swift, Quick fix, Lip guard).

It should be easily convertible into foreign languages.

It should be capable of legal protection and registration.

It should suggest product/service category (For instance Newsweek).

It should indicate concrete qualities (For instance Firebird).

It should not portray bad/wrong meanings in other categories. (For instance

NOVA is a poor name for a car to be sold in Spanish country, because in

Spanish it means doesnt go).

3.5.3 Brand Image:

The impression in the consumers mind of a brands total personality (real and

imaginary qualities and shortcomings).Brand image is developed over time through

advertising campaigns with a consistent theme, and is authenticated through the

consumers direct experience .See also corporate image.


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3.5.4 Brand Awareness:

Extent to which abrand is recognized by potentialcustomers and is

correctlyassociated with a particular product. Expressed usually as a percentage

oftarget market, brand awareness is theprimarygoal ofadvertising in the

earlymonths or years of aproduct's introduction.

3.5.4.1 Importance Of Brand Awareness:

Brand awareness plays a major role in a consumers buying decision process. The

knowledge of an acquaintance or friend having used the product in the past or a high

recognition of the product through constant advertisements and associations coaxes

the person to make his decision in the favor of the brand.

The eventual goal of most businesses is to make profits and increase sales. Businesses

intend to increase their consumer pool and encourage repeat purchases. Apple is a

brilliant example of how there is a very high recognition of the brand logo and high

anticipation of a new product being released by the company. An iPod is the first

thing that pops into our minds when we think of purchasing an mp3 player. iPod is

used as a replaceable noun to describe an mp3 player. Finally, high brand awareness

about a product suggests that the brand is easily recognizable and accepted by the

market in a way that the brand is differentiated from similar products and other

competitors. Brand building also helps in improving brand loyalty.

3.5.5 Brand Preference:

Measure ofbrand loyalty in which aconsumer will choose a particular brand in

presence ofcompetingbrands,but will acceptsubstitutes if that brand is not available.
http://www.businessdictionary.com/definition/brand.htmlhttp://www.businessdictionary.com/definition/customer.htmlhttp://www.businessdictionary.com/definition/associated.htmlhttp://www.businessdictionary.com/definition/target-market.htmlhttp://www.businessdictionary.com/definition/primary.htmlhttp://www.businessdictionary.com/definition/goal.htmlhttp://www.businessdictionary.com/definition/advertiser.htmlhttp://www.businessdictionary.com/definition/month.htmlhttp://www.businessdictionary.com/definition/product.htmlhttp://www.businessdictionary.com/definition/measure.htmlhttp://www.businessdictionary.com/definition/brand-loyalty.htmlhttp://www.businessdictionary.com/definition/consumer.htmlhttp://www.businessdictionary.com/definition/competing.htmlhttp://www.businessdictionary.com/definition/brand.htmlhttp://www.businessdictionary.com/definition/substitutes.htmlhttp://www.businessdictionary.com/definition/substitutes.htmlhttp://www.businessdictionary.com/definition/brand.htmlhttp://www.businessdictionary.com/definition/competing.htmlhttp://www.businessdictionary.com/definition/consumer.htmlhttp://www.businessdictionary.com/definition/brand-loyalty.htmlhttp://www.businessdictionary.com/definition/measure.htmlhttp://www.businessdictionary.com/definition/product.htmlhttp://www.businessdictionary.com/definition/month.htmlhttp://www.businessdictionary.com/definition/advertiser.htmlhttp://www.businessdictionary.com/definition/goal.htmlhttp://www.businessdictionary.com/definition/primary.htmlhttp://www.businessdictionary.com/definition/target-market.htmlhttp://www.businessdictionary.com/definition/associated.htmlhttp://www.businessdictionary.com/definition/customer.htmlhttp://www.businessdictionary.com/definition/brand.html


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CHAPTER-4

DATA ANALYSIS &

INTERPRETATONS


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UNIT -1 (South Delhi)

1 No. of Tyres sold in a month and the market shares of tyres?

Company Name Total Sales of Tyres

in a month

Market shares of

Tyres in a month

Bridgestone 7160 25.41%

Ceat 2745 9.74%

MRF 4530 16.08%

Apollo 2220 7.88%

Goodyear 3005 10.66%

Michelin 1555 5.52%

Yokohama 780 2.77%

Dunlop 545 1.93%

Continental 475 1.69%

JK 2320 8.23%

others 2845 10.10%

Total 100%

TABLE NO.4.1.1


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GRAPH NO.4.1.1

INTERPRETATION:

After discussion with the various dealers in the market of South Delhi Region, I got amixed response from dealers and I found that Bridgestone has highest market share

25.41% which is followed by MRF who has 16.08% of market share and rest of the

market (58.51%) is occupied by the various companies such as Good year, Ceat, JK

Tyres, Apollo, Michelin and so on.

25.41%

9.74%

16.80%

7.88%

10.66%5.52%

2.77%1.93%1.69%

8.23%

10.10%

MARKET SHARES OF COMPANIES

Bridgestone

Ceat

MRF

Apollo

Goodyear

Michelin

Yokohama

Dunlop

Continental

JKOthers


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2 As per you (dealers) which is the most preferred brand by customer? Dealer can

answer more than one brand?

Company Name Most Preferred

Brand By customer

Bridgestone 41

Ceat 6

MRF 24

Apollo 4

Goodyear 3

Michelin 4

Yokohama 3

Dunlop 1

Continental -

JK 6

others -

TABLE NO. 4.1.2


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GRAPH NO.4.1.2

INTERPRETATION:

After discussion with the various dealers in the market, I got a mixed response from

dealers and I found that out of 71 respondents 41 say that the brand most preferred by

the customer is Bridgestone which is followed by MRF whereas 24 respondent say

that brand most preferred by customer is MRF.

41

624

43

43 1 0

6

0

Most prefered brand by the customers

Bridgestone

Ceat

MRF

Apollo

Goodyear

Michelin

Yokohama


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3 As per you (dealers) which is most profitable brand? Dealer can answer more than

one brand?

Company Name Profitable Brand

Bridgestone 11

Ceat 10

MRF 29

Apollo 7

Goodyear 5

Michelin 3

Yokohama 2

Dunlop 1

Continental 0

JK 6

others 2

TABLE NO.4.1.3


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GRAPH NO.4.1.3

INTERPRETATION:

After discussion with the various dealers in the market, I got a mixed response

from dealers and I found that out of 71 respondents 29 say that the most profitable

brand for the dealers is MRF which is followed by Bridgestone whereas 11

respondent say that the most profitable brand for the dealers is Bridgestone.

11

10

29

7

5

3

2 10

62

Most profitable brand for dealers

Bridgestone

Ceat

MRF

Apollo

Goodyear

Michelin

Yokohama

Dunlop

Continental

JK


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4 Prime factor which influence customers buying behavior?

Price 20

Brand 43

After sale service 3

Long term relationship -

Product performance 1

Others 4

TABLE NO.4.1.4

GRAPH NO. 4.1.4

20

43

30

1 4

Factors influence customers buying

behavior

Price

Brand

After sales service

Long term Relationship

Product performance

Others


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INTERPRETATION:


from dealers and I found that out of 71 respondents 43 say that brand is the prime

factor which influenced customers buying behavior whereas 20 respondents are

saying that Price is the Prime factor which influenced customer buying behavior.


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5 (A) How you rate Bridgestone quality on 1-10 scales?

1-3(poor) -

3-5(Satisfactory) -

5-8(Very Good) 20

8-10(Excellent) 51

TABLE NO.4.1.5 (A)

GPRAPH NO.4.1.5 (A)

INTERPRETATION:


from dealers and I found that out of 71 respondents 51 say that quality of

Bridgestone tyres is excellent whereas 20 say that quality of Bridgestone tyres is

very good.

20

51

0

10

20

30

40

50

60

1-3 3-5 5-8 8-10

Quality

Quality


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5. (B) How you rate Bridgestone price on 1-10 scales?

1-3(Low Price) 6

3-5(Average Price) 12

5-8(Moderate Price) 42

8-10(Unfair Price) 11

TABLE NO.4.1.5 (B)

GRAPH NO.4.1.5 (B)

INTERPRETATION:


from dealers and I found that out of 71 respondents 42 say that Price of

Bridgestone tyres is moderate whereas 12 say that price of Bridgestone tyres is

average Price.

6

12

42

11

0

5

10

15

20

25

30

35

40

45

1-3 3-5 5-8 8-10

Price

Price


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5. (C) How you rate Bridgestone customer awareness on 1-10 scales?

1-3(Less Aware) -

3-5(Adequate) 1

5-8(Known) 15

8-10(Well Known) 55

TABLE NO.4.1.5 (C)

GRAPH NO.4.1.5 (C)

INTERPRETATION:

After discussion with the various dealers in the market, I got a mixed response from dealers

and I found that out of 71 respondents 55 say that customer are well known about

Bridgestone tyres whereas 15 say that Bridgestone tyres is known to them.

1

15

55

0

10

20

30

40

50

60

1-3 3-5 5-8 8-10

Customer Awareness

Customer Awareness


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5. (D) How you rate Bridgestone delivery (dealers) on 1-10 scales?

1-3(Poor) 2

3-5(Satisfactory) 2

5-8(Very Good) 4

8-10(Excellent) 25

TABLE NO.4.1.5 (D)

GRAPH NO.4.1.5 (D)

INTERPRETATION:


and I found that out of 33 respondents 25 say that delivery of Bridgestone tyres is excellent

whereas 4 say that delivery of Bridgestone tyres is very good.

2 2 4

25

0

5

10

15

20

25

30

1-3 3-5 5-8 8-10

Delivey

Delivery


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5. (E) How you rate Bridgestone Promotional Activities (dealers) on 1-10 scales?

1-3(Poor) 6

3-5(Satisfactory) 3

5-8(Very Good) 15

8-10(Excellent) 9

TABLE NO.4.1.5 (E)

GRAPH NO.4.1.5 (E)

INTERPRETATION:


and I found that out of 33 respondents 25 say that delivery of Bridgestone tyres is excellent

whereas 4 say that delivery of Bridgestone tyres is very good.

63

15

9

0

5

10

15

20

1-3 3-5 5-8 8-10

Promotional Activities

Prmotional Activities


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5. (F) How you rate Bridgestone after sales service (dealers) on 1-10 scales?

1-3(Poor) -

3-5(Satisfactory) 2

5-8(Very Good) 18

8-10(Excellent) 13

TABLE NO.4.1.5 (F)

GRAPH NO.4.1.5 (F)

INTERPRETATION:


and I found that out of 33 respondents18 say that after sales service of Bridgestone tyres is

very good whereas 13 say that after sales service of Bridgestone tyres is excellent..

2

18

13

0

5

10

15

20

1-3 3-5 5-8 8-10

After Sales Service

After Sales Service


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5. (G) How you rate Bridgestone advertisement on 1-10 scales?

1-3(Poor) 6

3-5(Satisfactory) 6

5-8(Very Good) 38

8-10(Excellent) 21

TABLE NO.4.1.5 (G)

GRAPH NO.4.1.5 (G)

INTERPRETATION:


and I found that out of 71 respondents 38 say that advertisement of Bridgestone tyres is very

good whereas 21say that delivery of Bridgestone tyres is excellent.

6 6

38

21

0

10

20

30

40

1-3 3-5 5-8 8-10

Advertisement

Advertisement


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6 Which are the nearest competitors of Bridgestone?

Company Name Nearest

Competitors

Ceat 3

MRF 34

Apollo 4

Goodyear 2

Michelin 24

Yokohama 2

Dunlop -

Continental -

JK 2

TABLE NO. 4.1.6


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GRAPH NO. 4.1.6

INTERPRETATION:


and I found that out of 71 respondents 34 say that the nearest competitor Bridgestone tyres is

MRF which followed Michelin whereas 24 respondent say that Michelin is the nearest

competitor of Bridgestone tyres.

3

34

42

24

2

0

0

2

Nearest competitor of Bridgestone

Ceat

MRF

Apollo

Goodyear

Michelin

Yokohama

Dunlop

Continental

JK


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7 According to you which medium is the most sought by the customer to be brand

aware?

Medium Total

Company website/Internet 4

Digital Advertisement 14

Print Media -

Word of Mouth 17

Promotional Activities 1

Others

OE fitments

Dealers

Just dial

35

20

10

5

TABLE NO. 4.1.7

GRAPH NO. 4.1.7

0

5

10

15

20

25

30

35

4

14

0

17

1

20

10

5

Medium through which customer aware

about brand

Just Dial

Dealers

OE

Medium through which

customer aware about brand


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INTERPRETATION:

After discussion with the dealers the medium which is most sought by the

customer to be brand aware is others which include (OE Fitment, Dealers, Just-

dial), and followed by the word of mouth where maximum respondents are saying

that customer is aware through word of mouth.


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UNIT -2( Tour and Travels in South Delhi)

1) Kindly rate the tyre company as per your preference?

Rank(R) Frequency(F) FR

1 22 22

2 10 20

3 6 18

4 6 24

5 0 0

6 1 6

7 0 0

8 0 0

Total 45 90

TABLE NO. 4.2.1

Mean=90/45= 2

GRAPH NO. 4.2.1

22

10

6

6

0 1 0 0

Prefernce of Bridgestone Tyres

1

2

3

4

5

6

7

8


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INTERPRETATION:

After discussion with the various customers, I got a mixed response from

customers and I found that out of 45 respondents 22 say that as per preference

they have given No.1 rating to Bridgestone tyres on 1-10 rating scale whereas 10

respondents say that as per preference they have given No.2 rating to Bridgestone

tyres on 1-10 rating scale.


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2) Kindly rate the tyre company as per your usage?

Rank(R) Frequency(F) FR

1 22 22

2 9 18

3 8 24

4 5 20

5 0 0

6 1 6

7 0 0

8 0 0

Total 45 90

TABLE NO. 4.2.2

GRAPH NO. 4.2.2

22

9

8

5

0 1 0 0

Usage of Bridgestone Tyres

1

23

4

5

6

7

8


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INTERPRETATION:

After discussion with the various customers, I got a mixed response from

customers and I found that out of 45 respondents 22 say that as per usage they

have given No.1 rating to Bridgestone tyres on 1-10 rating scale whereas 9

respondents say that as per usage they have given No.2 rating to Bridgestone

tyres on 1-10 rating scale.


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3) Kindly rate the major factors affecting tyre purchased?

Price 12 26.7%

Availability - 0%

After Sales Service 7 15.6%

Performance 24 53.3%

Others 2 4.4%

TABLE NO. 4.2.3

GRAPH NO. 4.2.3

INTERPRETATION:

After discussion with the various customers, I got a mixed response from customers

and I found that out of 45 respondents 24 say that performance of tyre is major factor

that affecting tyre purchased but 12 respondent say that price is the major factor that

affecting tyre purchased.

26.70%

0%

15.60%53.30%

4.40%

Factor affaceting Tyre purchsed

Price

Availability

After Sales services

Performance

Others


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4) Major factors which you seek in tyres?

Tyre Life 33

Comfort 10

Low Noise -

Cost effective 2

Others -

TABLE NO. 4.2.4

GRAPH NO. 4.2.4

INTERPRETATION:

After discussion with respondents I found that 73.30% respondents say that the

major factor which customers seek in tyre is the life of the tyres whereas

22.2%respondents say that comfort is the major factor which they seeks in tyres.

73.30%

22.20%

04.40%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

Tyres Life Comfort Low Noise Cost effective

Major factor which customer seek in tyres

Major factor which customer

seek in tyres


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5) Major purchase of tyres?

Cash 37

Credit 1

Both 7

TABLE NO. 4.2.5

GRAPH NO. 4.2.5

INTERPRETATION:

After discussion with respondents I found that 82.20% respondents say that

purchased tyre on cash whereas 15.60 % of respondents say that they purchased

tyres on cash as well as credit.

82.20%

2.20% 15.60%

Purchase of Tyres

Cash

Credit

Both


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6) Dealers from which they are buying?

Mahavir Tyres 19

Krishna Tyres 4

South Delhi Tyres 7

Mahadev Tyres 6

Giant Tyres 1

Baba Tyres 1

Universal Tyres 3

Pravren Tyres 1

Rohet Tyres 1

Munna Tyres 1

MRF Authorized shop 1

TABLE NO. 4.2.6

GRAPH NO. 4.2.6

42.20%

8.90%

15.60%13.30%

2.20%2.20%

6.70%

2.20%2.20%2.20%2.20%

0.00%

5.00%

10.00%

15.00%

20.00%25.00%

30.00%

35.00%

40.00%

45.00%

Dealer from which Customer are buying

maximum Tyres

Dealer from which Customer

are buying maximum Tyres


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INTERPRETATION:

After discussion with respondents ,I got a mixed response from customer and I

found that out of 45 respondents 19 respondents say that they are buying from

Mahavir Tyres whereas 7 respondents say that they are buying from South Delhi

tyres and others respondents say that they are buying from different different

dealers such as Mahadev Tyres, Universal Tyres, Baba Tyres etc.


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7) Major reasons for buying tyres from particular dealers?

Company authorized dealers 12

Best deals 22

Tyre Fitted as OE

Credit(Period) 8

Good after sales service 2

Others 1

TABLE NO. 4.2.7

GRAPH NO. 4.2.7

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

50.00%

26.70%

48.90%

0%

17.70%

4.40% 2.20%

Major reason for buying from a particular

dealers

Major reason for buying from a

particular dealers


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INTERPRETATION:

After discussion with respondents, I got a mixed response from customer and I

found that out of 45 respondents 22 respondents say that major reason buying

from particular dealers is they are giving best deals to them whereas 12

respondents say that major reason buying from particular is they are company

authorized dealers and 8 respondents are saying that they are giving tyres on

credit to them.


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CHAPTER-5

FINDINGS &

RECOMMENDATIONS


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FINDINGS

Bridgestone is the leading tyre company in the market.

As compare to others brand price of Bridgestone tyres is so high in the market.

The most profitable brand for the dealers is MRF.

Most of the customers give their first preference to brand after that price.

Bridgestone is not providing claim to its customers easily.

Nearest competitor of Bridgestone Tyre in the market is MRF.

Major factor which customer seeks in tyre is the life of the tyres.

Major factor which affecting tyre purchased is tyre performance of tyre.

RECOMMENDATIONS South Delhi market is having lot of customers, so Bridgestone should bring low price

tyres.

Availability in UHP (Ultra High Performance) size 17, 18, 19 needs to be improved.

Arrangement of pattern needs to be done as Bridgestone is having lot of patterns.

There is a need to promote through Billboards, Holdings and Kiosk at bus stand.

More need of corporate types.

Need of a pricing review and in some-sizes price re-alignment is needed.

Correction for different pricing offered to different dealers.

Need for internal branding.

Periodical training of dealers.

Provide handbills and technical booklets to customers.

Need Super Select stores in South Delhi market as market is having maximum higher

segment cars.


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BIBLIOGRAPHY


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BIBLIOGRAPHY AND REFERNCE:

http://www.brigestone India.com/ (COMPANY PROFILE)

http://www.bridgestone.eu/bfe/v/index.jsp?vgnextoid=00000000000000000000001_2

_790articleRCRD&vgnextchannel=000000000000000000000000000000000891RCR

D (TYRE MAKING PROCESS)

http://toolkit.smallbiz.nsw.gov.au/part/3/12/56 ( 4PS OF MARKETING)

http://jatropha.pro/PDF%20bestanden/6%20TNT%20%20SWC%20TNT%20template%20de%20beer.pdf (IMPORTANCE OF MARKETI NG)

http://www.businessdictionary.com/definition/brand.html#ixzz2a54ybSMf

( DEFINITION OF BRAND)

http://www.businessdictionary.com/definition/brandimage.html#ixzz2a5P9em6F

( DEFINIION OF BRAND IMAGE)

http://www.businessdictionary.com/definition/brandawareness.html#ixzz2a5SOY6M

Z( DEFINITION OF BRAND AWARENESS)

http://www.businessdictionary.com/definition/brandpreference.html#ixzz2a5ZOJ4pN

( DEFINITIN OF BRAND PREFERNCE).


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ANNEXURE


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UNIT-1

Survey Questionnaire

SectionA

Date-

A1 Firm Name

A2 Respondent Name

A3 Contact no.

A4 EmailA5 Service Available 1 )Tyre changer 2) Wheel Balancer

3) Aligner 4)Nitro inflator

SectionB

1) No. of brands dealing in/ Authorized?

a)........ b) .. c)d) e) f)

2) which all brand you are authorized to deal for?

a)........ b) .. c)

d) e) f)

3) No. of tyres sold out in a month?

4) Average sales by a brand?

a)........ b) .. c)

d) e) f)

5) No. of tyres sold from your counter for given below segment in a month?

a)Passenger car tyres . b) Two wheeler tyres

6) As per you which a most profitable brand?


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7) As per you which is the most preferred brand by customer?

8) Which is the nearest competitor of Bridgestone and why?

9) prime factors which influence customers buying behavior?

a) Price b) Brand c) After sales service

d) Long-term Relationship e) Product Performance f Others

10) According to you which medium is the most sought by the customer to be brand aware?

a) Company website b) Digital Advertisement c) Print Media

d) Word of Mouth e) Promotional Activities f) Others

11) How will rate Bridgestone on 1-10 scale?

a) Quality b ) Price. c) Customer Awareness .

d) Delivery .. e) Promotional Activities f) After sales service..

g) Advertisement .

12.1) As a Dealer which all other areas do you think that Bridgestone should improve?

12.2)Non Dealers- Are you interested in becoming Bridgestone Dealers? Kindly validate with

reasons?


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UNIT-2

Survey Questionnaire

SectionA

Date:

A1 Firm Name

A2 Respondent Name

A3 Designation

A4 Age

A5 Contact no.A6 Email-Id

SectionB

1. How many vehicles do you have?

.

2. Model wise vehicles breakup.

a)........ b) .. c)

d) e) f)

3. Most of your vehicles run in the :-

a) Within the city b) Outside the city

4. Who takes decision for purchasing of tyres/spares in firm?

5. kindly rate the tyre company as per your preference (1 to 10)

a)MRF........ b) Bridgestone.. c)CEAT d)Apollo

e)J.K f) Michelin g) GoodYear h) others

6. kindly rate the tyre company as per your usage (1 to 10)


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a)MRF........ b) Bridgestone.. c)CEAT d)Apollo

e)JK f) Michelin g) GoodYear h) others

7. Kindly rate the major factor affecting tyre purchased(1-10).

a) Price b) Availability

c) After sales service d) Performance

8. Major factors which you seek for in tyres ?

a) Tyre life b) Comfort

c) Low noise d) Cost effective

9. Your annual purchase of tyre ?

..

10.Major purchase of tyre .

a) Credit

b) Cash

11.Dealer from which you are buying tyre? And which brand ?

12. Major reason for buying tyre?

a)Company Authorized dealer b) Best Deal c) Tyre Fitted as OE

d) Credit (Period) e) Good after sales service f)Others

13. Your opinion about Bridgestone tyres?

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Bridgestone Final Project Report by Rajat Tokas

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