Dunlop Project

8/9/2019 Dunlop Project

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INTRODUCTION

In this project I have undergone a study of

BrandawarenessandBrand PerceptionofDunlop India Ltd.

In this competitive era of marketing where the satisfaction of customer towards

the product has become first priority , it is very important to analyze the customer awareness andtheir

perception towards the brand.

Every company determine the price, sales promotion etc. of its product according to the

market requirement . Direct marketing is one of the effective medium sales promotion

because it is directly related with customer . With the help of direct marketing company

increase its brand image. Without putting customer on top any company can not get

success , forgetting success every company should target customer because market is

totally customer oriented.

This project report evaluate the position of Dunlop Tyres in Kolkata market and

the role of Brand awareness and Brand perception in the growth of a compnay.

Finally I have given some views and suggestion to

company for its market strategy.


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ABOUTDUNLOPCOMPANY

Jhon Boyd

The company traced its origins to 1889, when Dunlop Pneumatic Tyre Co. Ltd was formed in

Dublin to acquire and commercialise John Dunlop's patent for pneumatic tyres. This was the

period of the bicycle boom. In 1896 the company incorporated a subsidiary in England. Initially

the company contracted manufacture, but by 1902 it had its own manufacturing subsidiary,

Dunlop Rubber Co. Ltd, in Birmingham, England. In the early 1890s Dunlop established

branches in Europe, North America and Australia. Although the pneumatic tyre was successful,

Dunlop ran into financial difficulties, and had to sell its overseas operations. A significant

disposal was the sale of the Australian branch in 1899. Since then, Dunlop Australia has not been

connected with the British company, except for a 25% share in Dunlop Australia owned by the

British company from 1927 to 1984. As a result, the rights to the Dunlop brands in Australia and

New Zealand have been under different ownership from those in the rest of the World. In 1900

the company started production of tyres for motor cars. The company continued its expansion,

and in 1918 production started at the new plant at Fort Dunlop, Birmingham. By 1920 the

company had selling subsidiaries or branches in South Africa, South America, the Netherlands,Belgium, Italy, Denmark , Sweden , Spain and India, manufacturing operations in France,

Japan and the USA, and rubber plantations in Malaya and Ceylon.


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However, from 1920, Dunlop established itself as a major tyre and rubber product brand

in India. Due to lack of capital, finance and governmental support, it had to stop its production

during the mid 90s. they again started its regular production by 2002, but unfortunately it also

stopped in few months. Government declared it sick and by 2009 December, it again started its

productions.

Now at this centain juncture, dunlop is struggling to build a proper brand image in the mind of

the customer. And they certainly need to understand what this modern tyre market beheviour is

and what image the customer has on Dunlop as well as other comptetiors in the market.

Dunlop started its operation again now with this revised Value, Vision and Mission:

VALUE: Dunlop India LTD. is committed to deliver world class products manufactured to

international quality and standards at optimum cost and in accordance with the highest

expectations of ther customers.

MISSION: Towards this end Dunlop India dedicates itself to continuous improvement and

adopts the changing market demands through establishing and maintaining necessary systems,

procedures and training in order to guarantee quality and keep un-interrupted work in all aspects

of the organization. To be a value driven orgaization and to rank one in the truck tyre segment in

India.

VISION: To establish the brand as a world class tyre company in respect to quality and

standards, and lead the tyre market in India by 2015.

VISION STATEMENT OF DUNLOP: TO BE AMONGST THE MOST ADMIRED

COMPANIES IN INDIA COMMITTED TO EXCELLENCE


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SWOT ANALYSIS

STRENGHTS

y Its durabilityy Its qualityy Gripping of tyres/designy Age of the brand in market

WEAKNESS

y Its availabilityy Lack of brand awarenessy Improper promotiony Dunlop neglecting the large motor-

vehicle segment-the four wheeler cars.

y Political problems affecting the imageof the brand even more.

OPPORTUNITIES

y Brand loyalty among existingcustomers.

y Less promotion undertaking by themarket leaders

y Approaching the untapped market.y Getting into four-wheeler market.y Scope is there to promote the brand as a

fresher or new comer in the market.

THREATS

y MRF is the biggest threat for Dunlop.It covers almost 50% of the tyre marketsegment.

y The upcoming eg. Michellin, as well asthe existing companies.


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JOB PROFILE

Designation: Brand Trainee

Worked under: Mr.B R Narang

Zonal Manager, East

JOB DESCRIPTION:

y To reach the target segments in the market of Kolkata and get the idea aboutwhat perception and how much awareness they have about Dunlop.

y To extract the information from the data and analyze it through statisticaltools and make an idea about what the customer thinks.

y To come to a conclution, report it to the higher management.y To convert the management question into research question, formulate it into

an information with proper research tools that can help them to create a

proper branding strategy was the main objective of my job.


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TYRE AN OVERVIEW

Basics Functionof

a Tyre

1. To roll

2. To carry a load

3. To steer thevehicle

4. To transmit

braking force and

power output

5. To absorb (noise

and mechanical

vibration)

6. To last longer

7. To handle speed

8. To minimize

jerking

9. Low rolling

resistance

10. To look good


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TYRE INDUSTRY IN INDIA

The achievements of the Indian tyre and rubber industry have been an unheralded success story.

It is perhaps the only industry in India to have achieved an average annual 6.5 percent growth

rate for almost 44 years, since 1960. The country's rubber industry got off to a very modest start

in Calcutta in 1936 but India is today the world's 4th largest rubber consuming country, with

rubber consumption of over 1 million tones (1,065,020 tonnes) including 50 percent of reclaim

rubber as pure polymer. Thats why, Tyre industry is such a profitable industry in india with

several international and local brands. The brands that are so how in good shape in Indian market

are as follows.

MRF Tyres: Market leaders in India for quite sometime now and has a cetrain superior image in

the mind of the customer.

JKTyres

The advent of JK Organization on the industrial landscape of India almost synchronizes with the

beginning of an era of industrial awareness - an endeavor for self reliance and the setting up of adynamic Indian industry

Ceat Tyres

Since inception in 1958, CEAT has been at one of the forefront of Indian Tyre industry. It has

established itself as one of the Top Manufacturers of Superior quality.

Birla Tyres

Birla Tyres entered the Indian tyre market in 1991. has scaled new heights of productivity. And

they have started to reach its customer with superior branding strategies.

Appolo tyres: its also a new entrance in Indian market. And is quite a big name today intruck

and heavy loaded vehicles.


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Bridgestone: A strong threat to MRF, and is growing at a high rate. Its a popular brand for cars

of all catagories.

Falcon Tyres Ltd: Falcon manufactures and markets a wide range of nylon bias tyres which

includes low aspect ratio of varying Load Index, Uni-Directional tyres, Tube less tyres (Scooter)

and butyl tubes for two and three wheelers, passenger cars, jeep, light commercial vehicles and

farm vehicles, under 'DUNLOP' brand for the domestic market and 'FALCON' brand for

overseas market.


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PRODUCT PROFILE OF DUNLOP INDIA Pvt Ltd.

Dunlop India Ltd is catering to the needs of different customers countrywide .Our products has

been received very well in the market place in major categories like TRUCK/BUS ,FARM and

OTR range.

Dunlop has already made inroads in different segments like State Transport Undertakings and

other large Commercial Houses.

Dunlop is regularly exporting in the name of DONIN brand to Far East, South

America and Gulf Countries in Truck and OTR categories.

TYPES OF DUNLOP TYRES IN INDIA:

TRUCK& BUS TYRES:

FARM SERVICE TYRES:

OFF THE ROAD TYRES (OTR):


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RESEARCH METHODOLOGY

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 me is as follows:-

y Problem Formulationy Research designy Sample designy Source of datay Collection of datay Analysis of datay Interpretation of datay Project report

Methodsofdatacollection.

The accuracy of the collected data is of great importance for drawing correct and valid

conclusions from the detailed investigations.

1. Primary data: - The primary data are those which are collected a fresh and 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:

a. Observation Method

b. Interview Method

c. Questionnaire

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 statistical tools.

Thedatathat I gotis Primary Dataas I didmy researchonasampleof100 people.Andthe

mainmotiveofmy researchwastoanalyze whatperception,awarenessandimage Dunlop

hasinthemindoftyrecustomersinthecity ofKolkata.


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ANALYSIS OF MY RESEARCH THROUGH PRIMARY DATA

Companies that comes in consumers mind when they think about tyres:

Sl. No. Particulars % age

1 MRF 43

2 DUNLOP 5

3 CEAT 25

4 APPOLLO 10

5 J.K. TYRES 15

6 BIRLA TYRES 2

Brand that customers are using now:

Sl. No. Particulars %age

1 MRF 42

2 DUNLOP 8

3 CEAT 5

4 APOLLO 14

5 J.K. TYRES 26

6 BIRLA TYRES 5

Reason why they use this brand:


1 Quality/mileage/durability 62

2 Price 30

3 Brand Image 2

4 Credit 0

5 Availability 6


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brand of tyre they choose the first time they went to buy a tyre:


1 Well known global brand 9

2 Unknown local brand 03 Known local brand with low

price

3

4 International brand 88

If they have used Dunlop tyre before:


1 YES 812 NO 19

Where people find Dunlop advertisements and which is most influencing:


1 Newspaper 20

2 Posters 27

3 Banners 42

4 TV-ad 11

The most powerful aspect of Dunlop from customers point of view:


1 Durability 79

2 Price 11

3 Availability 0

4 Design 10


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Position of dunlop compared to other companies in the market:


1 Well reputed company 32

2 Average company 38

3 Comparatively Better 6

4 A branded name 14

5 No idea 10

Utility that customers perceive from Dunlop:


1 High 56

2 Medium 293 Low 15

When customers deal with a tyre company, their priority is:


1 Total image & reputation 5

2 Way am spoken by the staffs

of the company

0

3 Way I feel I am served overallwith the productquality/service

12

4 Product Performance 83

When they meet a people from Dunlop, the most important thing to them is:


1 How they solve your problem 55

2 How much time they take 45


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LEARNING

I had a wonderful experience during the period of internship, that I got at DIL, situated at

Kolkata and is having more than 250 employees.

Although I came to know a lot of similarities between theory and practical situation in a

company, I also found some of the differences in their working style.

There were basically three levels in the organization, namely top management, middle

management, and lower level workers. But instead of taking only strategic decisions, the

manager was seen to be moved in all activities in an organization.

I came to know what are the various aspects that are taken under consideration and what are the

various factors kept, to make a proper Branding Strategy.

I also learned how unity among workers in several departments helps to solve the problems that

come each and every single day, and also how they overcome it to carry on the vision &mission

of the company.

When I attended a brand meeting with an Advertising agency called Lintus, I learned that 7Ps

and 4Ms, i.e. Men, Machine, Material & Money is the main factors behind a Branding Strategy.

So, to conclude with my learning experience, I had deeply involved in studying the

organizational work culture in practical, which I have been studying in the class room theoretical

concepts, through which I came to know that to what extent are these concepts important and

useful in real corporate world to be implemented and also being implemented.

Finally, I would like to tell that, Every experience gained in never an experience lost. I will

always be able to apply wherever it it is applicable.


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FINDINGS AND RECOMMENDATIONS

From the study, it is found that quality/mileage/durability of a tyre is most important behind the

purchase decision, hence the company should concentrate more on the product quality to create

brand image.

Its clear that MRF is leading by a huge margin, if compared to Dunlop. So to lift the image of the

company, more effort should be given behind advertising.

From the study, I found that the logo of Dunlop just gives an impression to move ahead. For a

product like tyre, its very important for the logo to denote strength and dependability as thebasic feature.

As per research, the customers finds posters attractive, but in modern days television is the

most appealing media behind branding and advertising. So Dunlop, should take television as a

tool behind branding, as its competitors like MRF, JK tyres, CEAT, etc have done it and all are

successful.

Not a single person said that Dunlop tyres are easily available in the market. So, they may go

with newspapers where it should be clearly mentioned the locations where it is available, to

protect the brand from getting rare from customers point of view.

Dunlop is badly struggling with Brand recall image among the customers. Therefore they may

use celebrities to endorse the brand and create such an impact that customers can easily recall the

brand with the celebrity.

Customers are not too satisfied with the after sales service of Dunlop, and most of them have

complained that service centers are not easily available. So Dunlop should open more outlets as a

product like tyre, carries its image majorly o after sales service.

Customers say that when they deal with a tyre company, most important to them is the product

and on the contrary they says Dunlops most powerful aspect is its durability. So, its quite clear

that, a proper branding & marketing strategy will help the customers to trust the brand.


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CONCLUSION

The study on the Measurement of Brand awareness & Brand perception that

there is a very positive awareness regarding the products of Dunlop. Hence it is

strongly recommended to stress on the promotional activities, which is necessary

to increase the brand awareness.

Since, Dunlop is a well established brand in India for many years, this study can

be conducted nation wide to gain more detailed idea about the current market.

This study was conducted only among truck and bus owners in Kolkata, and the

responses from the people were collected only for analysis.

It is quite clear that advertisements create a major role in making a brand, so

huge amount of money and attention should be spent behind advertisements.

The theories and examples that I learned in the classroom has huge similarity with

the way decisions are made behind a proper brand strategy in modern corporate

world, and the span of time and opportunity I got in Dunlop will always help me as

an experience.


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QUESTIONNAIRE

No. of Vehicle(s) : Name :

1.What are the companies that comes in your mind when you think about tyres?

MRF DUNLOP CEAT APPOLLO

J.K. TYRES BIRLA TYRES

2. What is the brand you are using right now?

MRF DUNLOP CEAT APPOLLO J.K. TYRES

BIRLA TYRES

3. Why do you use this brand ?

Quality/mileage/durability Price Brand name Credit Availability

4. Which brand of tyre did you chose the first time you went to buy a tyre?

Well known global brand Unknown local brand Known local brand but with a low price International brands


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5. Have you used Dunlop tyres?

Yes No

6. Where do you see Dunlop Advertisements, and which one is most influencing?

Newspaper Posters Banners TV-advertisements

7. Suggest any three critical factors which Dunlop need to improve.

________________________________

________________________________

________________________________

8. What do you think is the most powerful aspect of dunlop ?

Durability Price Availability Design

9. What do you perceive from the logo of Dunlop?

______________________________________________________________________________

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10. Where do you think, does Dunlop stand when compared to other companies ?

Well reputed company Average company Comparatively better A branded name No idea

11. How much utility do you perceive from Dunlop?

High Medium Low

12. Overall when you deal with a Tyre company what is most important to you ?

The total image and reputation of the company The way I am spoken by the staffs of the company The way I feel I am served overall with the product quality/service The product performance.

13. When you meet a people from Dunlop, the most important thing to you is

How they solve your problems How much time they take

14. What should Dunlop do to improve the service? Any suggestion

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--THANK YOU--

Documents

Dunlop Project