Jk Tyre Marketing File

8/13/2019 Jk Tyre Marketing File

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Topic :-MARKET SHARE OF DIFFERENT

TYRE COMPANIES IN TRUCKSEGMENT

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ContentsUnit-1: MARKET SHARE OF DIFFERENT TYRE COMPANIES IN TRUCK SEGMENT.

Executive Summary:a. Introdu t!on

". A"out T#re !ndu$tr!e$ !n Ind!a%&a 'ground( 'e# !$$ue$( Re)!e* o+ ,er+or-an e

. Gro*t/ o+ T#re Indu$tr!e$d. 0ar!ou$ T#,e$ o+ T#re $eg-ent

JKs Brief profile(Company)

a. A"out K ". M!$$!on 0!$!on. Mar'et!ng $trateg#d. S3OT ana4#$!$e. Organ!5at!ona4 $tru ture

Objectives of t e stu!y

"ee! for t e stu!y

#imitation of t e stu!y

$esearc %et o!olo&y of t e stu!y

Data ana !sis " Inte#p#etation

C$apte# -%

'in!in&sSu&&estions

ConclusionBibliography

Annexure


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Executive Summary:a. About Tyre industries in Indiab. Growth of Tyre Industries

c. Various Types of Tyre segment

JKs Briefprofile (Company)

a. About

JK

b. Mission

& Vision

c. Mar etin

g

strategy

d. !"#T

ana$ysis

e. Mar etin

g

#rgani%a

tion


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Ear4!er t/ere *a$ a $e44er$ -ar'et( $!n e good$ and $er)! e$ *ere !n $/ort $u,,4# and

t/e $e44er$ u$e to a44 t/e $/ot$. &ut( e)er $!n e t/e ad)ent o+ t/e era o+ g4o"a4!5at!on(

t/ere /a$ "een tota4 tran$+or-at!on !n t/e *a# t/e u$to-er$ "e!ng ,er e!)ed. Toda#(

-ar'eter$ are d!re t!ng t/e!r e++ort$ !n reta!n!ng t/e u$to-er$ and u$to-er$7 "a$e. T/e!r

+o u$ /a$ $/!+ted to*ard$ !ntegrat!ng t/e t/ree e4e-ent$ ,eo,4e( $er)! e and -ar'et!ng.

T/e u$to-er7$ !-,ortan e /a$ a$$u-ed !-,ondera"4e ,ro,ort!on$ !n toda#7$

*or4d( "e au$e o+ t/e !n/erent )a4ue t/at t/e u$to-er$ o--and. A u$to-er$ an

9-a'e or "rea': a o-,an#. It !$ t/e re$,on$!"!4!t# o+ e)er# o-,an# to $ee t/at a44 !t$

u$to-er$ are e


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na-e4# t/e 9$er)! e +a tor:( */! / $er)ed a$ a -a@or d!++erent!ator. Toda# a+ter $a4e$

$er)! e !$ an !-,ortant a$,e t o+ e)er# o-,an#( and !t !$ no -ore on$!dered a$ a o$t

enter( "ut on$!dered a$ a ,ro+!t enter. E)er# organ!5at!on $tr!)e$ /ard to reta!n !t$

e8!$t!ng u$to-er$ at an# o$t $!n e !t !$ +!)e t!-e$ o$t4# to get a ne* u$to-er$( t/en to

reta!n an e8!$t!ng u$to-er$. Mo$t o+ t/e !ndu$tr!e$ toda# u$e o+ !n+or-at!on te /no4og#

to "e$t $er)! e$ to t/e!r u$to-er$.

b *bout +yre in!ustries in n!ia

ac ground

T/e or!g!n o+ t/e Ind!an T#re Indu$tr# date$ "a ' to 1 2B */en Dun4o, Ru""er >!-!ted

$et u, t/e +!r$t t#re o-,an# !n 3e$t &enga4. MRF +o44o*ed $u!t !n 1 ;B. S!n e t/en( t/e

Ind!an t#re !ndu$tr# /a$ gro*n ra,!d4#.

Tran$,ortat!on !ndu$tr# and t#re !ndu$tr# go /and !n /and a$ t/e t*o are !nterde,endent.

Tran$,ortat!on !ndu$tr# /a$ e8,er!en ed 1 gro*t/ rate #ear a+ter #ear *!t/ an a"$o4ute

4e)e4 o+ "!44!on ton +re!g/t. 3!t/ an e8ten$!)e road net*or' o+ 6.2 -!44!on '-( road

a ount$ +or o)er ? o+ a44 +re!g/t -o)e-ent !n Ind!a.

Key Issues of tyre industries

'igh ta( usage

T/e /!g/ ta8 ontent on t#re$ an "e gauged +ro- t/e +a t t/at t/e ,er entage o+ tota4 ta8

to t/e ta8 e8 4uded ,r! e +or )ar!ou$ ategor!e$ o+ t#re$ !$ ;; +or Tru ' T#re ;1 +or

Pa$$enger Car Rad!a4 T#re( 6? +or Tra tor Rear T#re and B +or Tru ' T#re Tu"e.

Increase in raw materia$ costs

A,art +ro- "e!ng a,!ta4 !nten$!)e( t/e t#re !ndu$tr# !$ /!g/4# ra* -ater!a4 !nten$!)e. An#

/ange !n t/e ,r! e$ o+ ra* -ater!a4$ a++e t$ t/e ,ro+!ta"!4!t# o+ t#re o-,an!e$. T/e ra*

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-ater!a4$ u$ed !n t/e -anu+a ture o+ t#re$ are ru""er and ,etro4eu- der!)at!)e$ 4!'e

n#4on t#re ord( ar"on "4a '( $t#rene "utad!ene ru""er and ,o4# "utad!ene ru""er. T/e

-o$t !-,ortant ra* -ater!a4 !$ ru""er natura4 and $#nt/et! . Natura4 ru""er %NR ( *!t/

2 *e!g/tage !n t/e o$t o+ ra* -ater!a4$ u$ed "# t#re !ndu$tr#( !$ t/e /!g/e$t o$t !te-.

Annua4 on$u-,t!on o+ NR "# t#re !ndu$tr# !$ 6.? 4a'/ tonne$( )a4ued at R$. 1; "!44!on.

O)er ? o+ NR on$u-ed "# t/e !ndu$tr# !$ ,ro ured do-e$t! a44#. 1? !$ !-,orted.

In t/e 2 6 ; +!$ a4( a$ aga!n$t t/e M!n!-u- Statutor# Pr! e o+ R$. 62. ,er 'g( t/e

ru4!ng do-e$t! ,r! e o+ NR /ad "een o)er R$. ? ,er 'g. T/!$ !$ /!g/er t/an t/e *or4d

ru""er ,r! e$. Ho*e)er( t/!$ doe$ not enta!4 t/e t#re !ndu$tr# ,4a#er$ to !-,ort a$ a

nu-"er o+ re$tr! t!on$ are !-,o$ed on t/e !-,ort o+ NR. NR an "e !-,orted on4#

t/roug/ t*o ,ort$ Ko4'ata 0!$a'/a,atna-. T/e u$to-$ dut# on !-,ort o+ natura4

ru""er !$ 2 ( *!t/ 1 under &ang'o' Agree-ent. Ho*e)er( t/!$ !$ not re4e)ant( a$

NR !$ not u4t!)ated !n Sout/ Korea( &ang4ade$/ C/!na %$!gnator!e$ under t/e &ang'o'

Agree-ent . Hen e( NR an "e $our ed on4# +ro- Sr! >an'a %under t/e Indo Sr! >an'a

Agree-ent ( */! / !$ o+ "ad


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Tyre )(ports

T/e ,rodu t +o u$ o+ t#re e8,ort$ +ro- Ind!a /a$ "een Trad!t!ona4 Tru ' T#re$. G4o"a44#

t/!$ $eg-ent o+ t#re e8,ort !$ $/r!n'!ng due to greater a e,tan e o+ rad!a4 t#re$. O)er t/e#ear$( C/!na /a$ e-erged a$ a -a@or e8,orter !n "!a$ t#re ategor#. Add!t!ona44#( e8,ort

o+ Ind!an t#re$ to $e4e t ountr!e$ !$ $u"@e ted to non tar!++ "arr!er$ %NT&$ "# *a# o+

$tandard$( te$t$( et . E8,ort o+ /ea,er t#re$ +ro- C/!na to -a@or t#re !-,ort!ng -ar'et$(

4!'e US( !$ ad)er$e4# a++e t!ng Ind!an t#re e8,ort$ to t/e$e -ar'et$. Ind!a $ $/are !n

e8,ort$ to t/e$e ountr!e$ %e$,e !a44# USA !$ ,rogre$$!)e4# de 4!n!ng. I+ t/e trend !$ not

re)er$ed( Ind!an t#re !ndu$tr# *!44 +!nd !t e8tre-e4# d!++! u4t to rega!n !t$ er$t*/!4e

,o$!t!on !n t/e$e -ar'et$. >o* rate o+ !ntere$t( /ea,er e4e tr! !t# tar!++( /!dden $u"$!d!e$

"# t/e C/!ne$e Go)ern-ent( "etter !n+ra$tru ture +a !4!t!e$ and 4o*er tran$a t!on o$t$ are

+a tor$ +a)oura"4e to C/!ne$e t#re !ndu$tr#.

Trends in *roduction+ ,onsumption+ *rice & ,apacity -ti$i%ation

T/e tota4 t#re ,rodu ed !n t/e ountr# *a$ ?1.? -!44!on un!t$ !n FY2 6 a 1 gro*t/

rate o)er FY2 2.

,AG of tyre production /in 0123 455678996 5023 45567455: ;023 455578996 5023 899878996 450

Compiled by INGRES Current4#( t/e $!5e o+ t/e Ind!an t#re !ndu$tr# !$ e$t!-ated at R$. 12 "!44!on % .? o+

Ind!an GDP ( a$ o+ FY2 6. T/e tota4 !n$ta44ed a,a !t# o+ t/e Ind!an t#re !ndu$tr# !$

around B .? -n un!t$( and t/e a,a !t# ut!4!5at!on !$ around ? . T/e a,a !t# ut!4!5at!on

!-,ro)ed !n FY2 6 +o44o*!ng !-,ro)ed de-and +ro- t/e auto-ot!)e $eg-ent % ? !n

FY2 1 . Add!t!ona44#( !n FY2 6( t/e ,r! e rea4!5at!on o+ t#re -anu+a turer$ a4$o

reg!$tered an !n rea$e "# ( a$ aga!n$t a .B !n rea$e !n FY2 2.

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#ut$oo

T/e 4e)e4 o+ e ono-! a t!)!t#( ,er+or-an e o+ do-e$t! auto-ot!)e !ndu$tr#( and t/e

+ar!ng o+ t/e tran$,ort $e tor d!re t4# !n+4uen e t/e ,er+or-an e o+ t/e t#re !ndu$tr# !n

Ind!a. 3!t/ t/e re,4a e-ent $eg-ent do-!nat!ng t/e o)era44 t#re de-and !n Ind!a( t/e

!ndu$tr# re-a!n$ !n/erent4# )u4nera"4e to e ono-! # 4e$. 3/!4e rad! a4!5at!on /a$

"e o-e t/e nor- !n t/e ,a$$enger ar $eg-ent( !n t/e "u$ and tru ' t#re $eg-ent( !t$

a e,tan e !$ $t!44 4!-!ted. &u$ and tru ' rad! a4!5at!on ou4d e-erge !n t/e 4ong ter- a$

t/e at!n A-er! a. O)era44( t#re -anu+a turer$ are 4!'e4#

to ta, t/e e8,ort -ar'et !n an e++ort to "oo$t $a4e$. T/e !n rea$!ng e8,ort$ o+ "u$ and

tru ' t#re$ % ro$$,4# )ar!et# +ro- Ind!a to de)e4o,!ng ountr!e$ !$ "e au$e o+ t/e +a t

t/at de)e4o,!ng ountr!e$ are una"4e to $our e t/e- +ro- de)e4o,ed ountr!e$ a$ t/e$e are

no -ore ,rodu ed t/ere. T#re !-,ort$ are un4!'e4# to ,o$e a t/reat to t/e do-e$t!

!ndu$tr#( g!)en t/at do-e$t! ,r! e$ are 4o*er t/an !nternat!ona4 t#re ,r! e$.

In t/e do-e$t! -ar'et( t#re -anu+a turer$ are e8,e ted to !n rea$!ng4# +o u$ on

e8,and!ng t/e!r dea4er$/!, net*or'$ e8,4ore ,o$$!"!4!t!e$ o+ t!e u,$ a-ong t/e-$e4)e$

to ,enetrate t/e gro*!ng u$to-er "a$e. T/e# are a4$o 4!'e4# to ,ur$ue !nno)at!)e

-ea$ure$ %$u / a$ Jd!a4 a t#re $er)! e and road $/o*$ to !-,ro)e u$to-er a*arene$$.

T/e on$o4!dat!on o+ t/e Ind!an t#re !ndu$tr# !$ 4!'e4# to ont!nue !n t/e o-!ng #ear$

t/roug/ -erger$ a-ong e8!$t!ng ,4a#er$. T/e !ndu$tr# !$ 4!'e4# to e8,and t/roug/ a

o-"!nat!on o+ organ! and !norgan! gro*t/. 3/!4e organ! gro*t/ *ou4d o-e +ro-

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ra!$!ng e++! !en # 4e)e4$( !norgan! gro*t/ *ou4d "e a /!e)ed t/roug/ a44!an e$ and

M A$.

c ,ro-t of +yre in!ustries in n!ia

T/e Ind!an t#re !ndu$tr# !$ e8,e ted to 4o ' a tonnage gro*t/ o+ 1 ,er ent o)er t/e

ne8t +!)e #ear$( a ord!ng to a $tud# "# Cred!t Ana4#$!$ and Re$ear / >!-!ted %CARE ( a

noted rat!ng +!r- t/at o++er$ a *!de range o+ rat!ng and grad!ng $er)! e$ a ro$$ $e tor$.

3/!4e t/e tru ' and "u$e$ t#re$ are $et to reg!$ter a CAGR % o-,ounded annua4 gro*t/

rate o+ ,er ent( t/e >C0 %4!g/t

Co--er !a4 )e/! 4e$ t#re$ are ,o!$ed +or a CAGR o+ 1; ,er ent.

A ord!ng to t/e CARE $tud#( t/e gro*t/ !n t/e Ind!an t#re !ndu$tr# *!44 "e +ue44ed "#

t/e e8,an$!on ,4an$ o+ t/e auto-o"!4e o-,an!e$( go)ern-ent $ +o u$ on de)e4o,-ent o+

road !n+ra$tru ture and $our !ng o+ auto ,art$ "# t/e g4o"a4 Or!g!na4 E


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T/e $tud# ,o!nt$ out t/at on t/e e8,ort +ront( t/e Ind!an t#re o-,an!e$ need to e8,4ore

ne*er -ar'et$ a$ t/e e8!$t!ng -ar'et +or "!a$ tru ' t#re */! / a ount$ +or a"out ;? ,er

ent o+ t/e tota4 e8,ort )o4u-e !$ near!ng $aturat!on.

T/!$ a,art( *!t/ rat!ona4!5at!on at /!ng u, !n t/e +ore!gn -ar'et$( t/e Ind!an t#re

o-,an!e$ need to graduate to rad!a4 t#re$ $o a$ to ,rote t t/e!r $/are !n t/e e8,ort

-ar'et.

At ,re$ent( rad! a4!5at!on o+ t#re$ !$ 4o* !n Ind!a e8 e,t +or t/e ar t#re -ar'et */ere ?

,er ent o+ t/e t#re$ !$ rad! a4!5ed */!4e ro$$ ,4# t#re$ !$ ,re+erred !n a44 ot/er ategor!e$.

Cro$$ ,4# t#re$ are ,re+erred o*!ng to ,oor road ond!t!on$( o)er4oad!ng !n tru '$( /!g/er

o$t o+ rad!a4 t#re$ and ,oor a*arene$$ a-ong t/e t#re u$er$ !n t/e ountr#.

T/e CARE re,ort o"$er)e$ t/at t/oug/ t/e t#re te /no4og# !n Ind!a /a$ *!tne$$ed $e)era4

de)e4o,-ent$ *!t/ ont!nuou$ !nno)at!on( t/e do-e$t! t#re -anu+a turer$ $t!44 4ag

"e/!nd t/e!r g4o"a4 ounter,art$ !n ter-$ o+ ,rodu t d!++erent!at!on.

G4o"a4 t#re -a'er$ o++er a *!de /ange o+ ,rodu t$ 4!'e t#re$ *!t/ ,re$$ure *arn!ng

$#$te-$( run +4at t#re$( e o +r!end4# t#re$ and energ# e++! !ent t#re$.

! .arious types of +yre se&ment

Tyres by Type

T/e Ind!an t#re !ndu$tr# ,rodu e$ t/e o-,4ete range o+ t#re$ re


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T#re$ %12 . In Ind!a( /o*e)er( ,a$$enger ar t#re$ /a)e a -ere 1 $/are o+ t/e o)era44

t#re -ar'et.

Truc and us Tyres

T/e tru ' and "u$ t#re $eg-ent a ounted +or 1 o+ t#re$ ,rodu ed !n Ind!a !n FY2 6.

E)er# tru ' "u$ -anu+a tured generate$ a de-and +or $e)en t#re$ %$!8 regu4ar and one

$,are a$ aga!n$t t/ree !n t/e a$e o+ t*o */ee4er$ and +!)e +or ,a$$enger ar$. In

add!t!on( t/e ,r! e o+ a tru ' t#re !$ $!gn!+! ant4# /!g/er t/an t/at o+ a ,a$$enger ar t#re

%roug/4# 1 t!-e$ or a -otor # 4e t#re. T/u$ t/e de-and -u4t!,4e e-anat!ng +ro- t/e

o--er !a4 )e/! 4e $eg-ent !$ /!g/e$t !n )a4ue ter-$.

G!)en t/e regu4ar u$e and /ea)# *ear and tear o+ tru ' and "u$ t#re$( t/e de-and +ro-t/e re,4a e-ent -ar'et !n t/!$ $eg-ent *or'ed out to B o+ t/e tota4 de-and +or tru '

and "u$ t#re$ !n FY2 6 t/e OEM de-and a ounted +or around t/e $a-e #ear.

3!t/ t/e Ind!an -anu+a turer$ o+ ro$$ ,4# t#re$ +o u$!ng on t/e e8,ort -ar'et( t/!$

$eg-ent a ount$ +or around 22 o+ t/e de-and +or tru ' and "u$ t#re$.

*assenger ,ar Tyres

T/e ,a$$enger ar t#re $eg-ent a ounted +or 1 o+ a44 t#re$ ,rodu ed !n Ind!a !n

FY2 6. 3!t/ ,a$$enger ar ,rodu t!on *!tne$$!ng a gro*t/ o+ 12 !n FY2 6 o)er t/e

,re)!ou$ #ear( OEM de-and a ounted +or a"out 66 o+ t/e tota4 $a4e$ t/at #ear. T/e

re,4a e-ent -ar'et a ounted +or around B6 o+ t/e tota4 $a4e$ o+ ,a$$enger ar t#re$ !n

FY2 6. E8,ort$ a ounted +or ; o+ t/e tota4 ,a$$enger ar t#re de-and !n FY2 6.

3!t/ t/e $to ' o+ ar$ !n rea$!ng( re,4a e-ent de-and !$ 4!'e4# to ont!nue.

Motorcyc$e Tyres

Motor # 4e$ a ounted +or B o+ t*o */ee4er$ $o4d !n t/e do-e$t! -ar'et !n FY2 6.Motor # 4e t#re$ on$t!tute t/e 4arge$t $eg-ent o+ t/e do-e$t! t#re !ndu$tr# %2 o+

tota4 t#re de-and !n FY2 6 . T/e re,4a e-ent -ar'et a ounted +or around ; . o+

t/e tota4 -otor # 4e t#re$ $o4d !n FY 2 6( */!4e OEM de-and a ounted +or around

? .

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!cooter Tyres

S ooter$ *ere t/e do-!nant $eg-ent !n t/e Ind!an t*o */ee4er !ndu$tr# t!44 FY1 (

a ount!ng +or around ;2 o+ do-e$t! t*o */ee4er $a4e$. Ho*e)er( t/e !ntrodu t!on o+

ne* -otor # 4e -ode4$ /a$ $een t/e $/are o+ $ ooter$ de 4!n!ng to 1 o+ do-e$t! t*o

*/ee4er $a4e$ !n FY2 6. T/e OEM $eg-ent a ounted +or around 6; o+ t/e tota4 $a4e$

!n t/e $ ooter t#re $eg-ent !n FY2 6( *!t/ t/e re$t "e!ng a ounted +or "# t/e

re,4a e-ent -ar'et.

Tyre


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T/e re,4a e-ent -ar'et( !n 4ud!ng State tran$,ort underta'!ng$ and Go)ern-ent "u#!ng(

a ounted +or around ? o+ t/e tota4 t#re de-and !n FY2 6. T/e de-and !n t/e

re,4a e-ent -ar'et de,end$ on t/e )e/! 4e ,o,u4at!on( t/e 4e)e4 o+ e ono-! a t!)!t#(

4!+e o+ t/e ,rodu t$ tran$,orted( '!4o-etreage ,er )e/! 4e( t/e ,r! e o+ t/e t#re$ and t/e


16/42

Introdu t!on o+ tu"e4e$$ t#re$ !n t/e ,a$$enger ar $eg-ent !$ a4$o 4!'e4# to a++e t

re,4a e-ent de-and ad)er$e4#

Introdu t!on o+ e o +r!end4# rad!a4 t#re$ $u / a$ /#,er "ond!ng $!4! a te /no4og#

!n t/e ,a$$enger ar $eg-ent -a# a++e t re,4a e-ent de-and ad)er$e4#.

)(ports

In t/e 4!g/t o+ t/e ,re)a!4!ng do-e$t! -ar'et $!tuat!on( -o$t o+ t/e t#re -anu+a turer$

/a)e ta'en to e8,ort$ to redu e !n)entor# "u!4d u,$. In FY2 6( Ind!an t#re e8,ort$ $tood

at R$. 1 . "!44!on %1 o+ t/e tota4 !ndu$tr# !n )a4ue ter-$ and 6.1 -!44!on !n un!t ter-$

%B.? o+ tota4 ,rodu t!on . Ind!an o-,an!e$ /a)e urrent4# entered !nto $our !ng

agree-ent$ %+or t#re$ *!t/ ne!g/"or!ng ountr!e$. For !n$tan e( Ceat and K T#re$ /a)e

$our !ng agree-ent$ *!t/ t#re ,rodu er$ !n Sr! >an'a and C/!na. T/!$ !$ 4!'e4# to /a)e a

,o$!t!)e !-,a t on t#re e8,ort$ +ro- Ind!a.

Mar et *$ayers

So-e o+ t/e -a@or ,4a#er$ !n t/e Ind!an t#re !ndu$tr# are MRF( Ceat( K Indu$tr!e$(

A,o44o T#re$( &r!dge$tone Ind!a( Good#ear Ind!a( Fa4 on T#re$ and T0S Sr! /a'ra. T/e

t#re !ndu$tr# !n Ind!a !$ +a!r4# on entrated( *!t/ t/e $a-,4e o+ e!g/t o-,an!e$

JKs Brief /rofile

a *bout JK

' T#re and Indu$tr!e$ !$ a -ega or,orate ent!t# t/at !$ e-"4e-at! o+ e8 e44en e(

d!)er$!+! at!on and ,!oneer!ng ne* te /no4og!e$. A ,art o+ K Organ!5at!on */! / ran'$

a-ong t/e to, ,r!)ate grou,$ ,r!)ate grou,$ !n Ind!a( ' T#re and Indu$tr!e$ !$ o--!tted

to $e4+ re4!an e and +o44o*$ an et/! t/at )!e*$ u$to-er $at!$+a t!on a$ an !nde8 o+

a /!e)e-ent.

O)er t/e #ear$( t/e o-,an# /a$ e8,anded and d!)er$!+!ed !t$ "u$!ne$$ ,ort+o4!o. It /a$

1B | P a g e


17/42


18/42

19## First in India to produce luminium virgin etal from Indian %au ite- luminium Corporation of India !td." Ja*(a*nagar.

19#9 First in India to manufacture /ngineering files- J.K. /ngineers 0Files"%om+a*.

19 9 First in India to set up a continuous process 2a*on Plant.

19 $ First to manufacture a &*draulicall* 4perated Cane Crus)ing ill forK)andsari Sugar Plant and completed 1$$ ton plant-J.K. Iron , SteelCo. !td." Kanpur.

19 1 First in 5orld to set up a plant for production of &*drosulp)ite of soda+* Sodium malgam Process- J.K. C)emicals !td." %om+a*.

19 First to produce Sodium Sulp)o *late Formalde)*de 62angolite C ofFormosul7 in India - J.K. C)emicals !td." %om+a*

19 8 First to manufacture : Sets in India- J.K. /lectronics" Kanpur. First to

manufacture etallic Cops for S*nt)etic Filament *arn industries inIndia- S*nte tu+e 5or(s" Kanpur.

19 9 First to manufacture cr*lic Fi+res- J.K. S*nt)etics !td. Kota

First to develop differentiall* ;*ea+le


19/42

J.K. *re Plant" Kan(roli.

198# First in India to produce 5)ite cement t)roug) dr* process- J.K. W)itecement. >otan.

198 First in India to produce Cat)onic ;*ea+le Pol*ester Fi+re- J.K.S*nt)etics !td." Kota.

First in India to produce


20/42

& S/ 2I +ecame t)e first researc) institute in sia to get IS4 9$$?.

1998 First t*re manufacturer in t)e 5orld to get S 9$$$.

5arded C P/DI!@s )ig)est e port a5ard for 199=-98.

1999 S*nerg* 5it) : ! in procurement" mar(eting and production fle i+ilit*.

Completion of state of t)e art modernisation of truc( radials.

JK *res ran(ed 1 t) largest *re Compan* in t)e 5orld.

IS - 1#$$$ accredition for environment , safet*.

?$$$ JK introduced o-Karting C)ampions)ips.

?$$1 2ecieved C P/DI! a5ard.J.K. Industries recieved F4CES ! C e port a5ard for t)e *ear 1999-?$$$.Commendation Certificate of CII / im.IInd o-Karting C)ampions)ips )eld.

JK Tyre?s @o 4 mar et position

In */at !$ "e!ng on$!dered a$ a 4and-ar' de !$!on !n t/e /!g/4# o-,et!t!)e Ind!an t#re

!ndu$tr#( t/e Ad)ert!$!ng Standard$ Coun !4 o+ Ind!a %ASCI /a$ u,/e4d K Indu$tr!e$

>td $ 4a!- o+ "e!ng Ind!a $ No 1 t#re -anu+a turer !n t/e +our */ee4er t#re $eg-ent(

rea++!r-!ng K $ 4eader$/!, ,o$!t!on !n t/e -ar'et.

2 | P a g e


21/42

E8,re$$!ng /!$ /a,,!ne$$ o)er ASCI $ @udge-ent( K T#re -ar'et!ng d!re tor T K

&aner@ee $a#$L T/!$ !$ a +a"u4ou$ e8a-,4e o+ */# a44 o+ u$ need to /a)e +a!t/ !n "od!e$

4!'e ASCI. 3e "e4!e)e t/at t/e ,ro e$$ o+ $e4+ regu4at!on !n Ind!an ad)ert!$!ng !$ *or'!ng

+or "ot/ o-,an!e$ and agen !e$. 3e a4$o /o,e t/at t/!$ *ou4d en ourage )ar!ou$ ,4a#er$

to "r!ng $u,er!or te /no4og# and on$u-er $er)! e $tandard$ and 4a!- 4eader$/!, !n a

-ore /ea4t/!er and o-,et!t!)e -anner.

T/e a$e *a$ $tarted */en +e* o-,et!tor$ +!4ed a o-,4a!nt *!t/ ASCI aga!n$t K

T#re $ ,r!nt ad)ert!$e-ent( !n */! / K T#re announ ed !t$ numero uno ,o$!t!on !n t/e

+our */ee4er t#re $eg-ent( C0$( ,a$$enger

ar$( @ee,$( tra tor$( AD0$ and OTR$. A+ter 2? #ear$ o+ ,!oneer!ng *or4d 4a$$te /no4og!e$ !n Ind!a( K T#re /a$ re ent4# 4aun /ed t/e ountr# $ +!r$t e o +r!end4#

o4oured t#re$ a$ *e44 a$ $tee4 "e4ted tra tor rear rad!a4$.

b %ission 0 .ision

21 | P a g e


22/42

Vision:

To "e a-ong$t t/e -o$t ad-!re o-,an!e$ !n Ind!a o--!tted to "e e8 e44en e

Mission:

a. &e a u$to-er o"$e$$ed o-,an#

". No.1 T#re "rand !n Ind!a

. De4!)er en/an ed )a4ue at a44 $ta'e/o4der$

d. Mo$t ,ro+!ta"4e T#re Co-,an# !n Ind!a

e. En/an e g4o"a4 ,re$en e t/roug/ a


23/42


24/42

S!5e$ o+ t/e -ar'et are....

I.


25/42

A Mar'et!ng -!8 !$ t/e d!)!$!on o+ grou,$ to -a'e a ,art! u4ar ,rodu t( "# ,r! !ng( ,rodu t(

"rand!ng( ,4a e( and


26/42


27/42

SE%#4,

9.$$-?$1 P22 CK EF

1$.$$-?$1 P22 CK EF

LUG

NORMAL LOAD.2? 2 1;PR J/ 2 CK

9.00-201 !R J/ 2 CK

9.00-201"!R J/ 2 CK10.00-201"!R J/ KI

11.00-201"!R J/ KI

12.00-201"!R J/ KI

MOD#RA$#

.2? 2 1;PR J/ 2 CK

9.00-201 !R J/ 2 CK

9.00-201"!R J/ 2 CK

10.00-201"!R J/ C! SSIC

1 . 2 1BPR 2 CK 39 , ;D

10.00-201"!R2 CK 39 ;D

$*5 *#

S 2E +3/E

LUG9.$$-?$1 P2 J/ S //!-J;&

1$.$$-?$1 P2 J/ S //!-J;C

11.$$-?$1 P2 J/ S //!-J;C

SEMILUG

$9.$$-?$1 P2 J/ W JEC

1$.$$2?$1 P2 J/ W JEC

11.$$2?$1 P2 J/ W JEC

9.$$2?$1#G1 P2 J/ W JEC

2 | P a g e

%#A&'

()!#R %#A&'


28/42

RIB1$.$$2?$1 P2 J/ W J%2

11.$$2?$1 P2 J/ W JE&

1?.$$2?$18P2 J/ W JE&

Price

T/e ,r! e !$ t/e a-ount a u$to-er ,a#$ +or t/e ,rodu t. It !$ deter-!ned "# a nu-"er o+

+a tor$ !n 4ud!ng -ar'et $/are( o-,et!t!on( -ater!a4 o$t$( ,rodu t !dent!t# and t/e

u$to-er $ ,er e!)ed )a4ue o+ t/e ,rodu t. T/e "u$!ne$$ -a# !n rea$e or de rea$e t/e

,r! e o+ ,rodu t !+ ot/er $tore$ /a)e t/e $a-e ,rodu t.

Place

P4a e re,re$ent$ t/e 4o at!on */ere a ,rodu t an "e ,ur /a$ed. It !$ o+ten re+erred to a$

t/e d!$tr!"ut!on /anne4. It an !n 4ude an# ,/#$! a4 $tore a$ *e44 a$ )!rtua4 $tore$ on t/e

Internet.

Promotio

Pro-ot!on re,re$ent$ a44 o+ t/e o--un! at!on$ t/at a -ar'eter -a# u$e !n t/e

-ar'et,4a e. Pro-ot!on /a$ +our d!$t!n t e4e-ent$ ad)ert!$!ng ( ,u"4! re4at!on$ ( *ord o+

-out/ and ,o!nt o+ $a4e. A erta!n a-ount o+ ro$$o)er o ur$ */en ,ro-ot!on u$e$ t/e

+our ,r!n !,a4 e4e-ent$ toget/er( */! / !$ o--on !n +!4- ,ro-ot!on. Ad)ert!$!ng o)er$

an# o--un! at!on t/at !$ ,a!d +or( +ro- te4e)!$!on and !ne-a o--er !a4$( rad!o and

Internet ad)ert$ t/roug/ ,r!nt -ed!a and "!44"oard$. One o+ t/e -o$t nota"4e -ean$ o+

,ro-ot!on toda# !$ t/e Pro-ot!ona4 Produ t( a$ !n u$e+u4 !te-$ d!$tr!"uted to targeted

aud!en e$ *!t/ no o"4!gat!on atta /ed. T/!$ ategor# /a$ gro*n ea / #ear +or t/e ,a$t

de ade */!4e -o$t ot/er +or-$ /a)e $u++ered. It !$ t/e on4# +or- o+ ad)ert!$!ng t/at

target$ a44 +!)e $en$e$ and /a$ t/e re !,!ent t/an'!ng t/e g!)er. Pu"4! re4at!on$ are */eret/e o--un! at!on !$ not d!re t4# ,a!d +or and !n 4ude$ ,re$$ re4ea$e$( $,on$or$/!, dea4$(

e8/!"!t!on$( on+eren e$( $e-!nar$ or trade +a!r$ and e)ent$. 3ord o+ -out/ !$ an#

a,,arent4# !n+or-a4 o--un! at!on a"out t/e ,rodu t "# ord!nar# !nd!)!dua4$( $at!$+!ed

u$to-er$ or ,eo,4e $,e !+! a44# engaged to reate *ord o+ -out/ -o-entu-. Sa4e$ $ta++

o+ten ,4a#$ an !-,ortant ro4e !n *ord o+ -out/ and Pu"4! Re4at!on$.

2 | P a g e
http://en.wikipedia.org/wiki/Pricehttp://en.wikipedia.org/wiki/Placehttp://en.wikipedia.org/wiki/Promotionhttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Word_of_mouthhttp://en.wikipedia.org/wiki/Word_of_mouthhttp://en.wikipedia.org/wiki/Point_of_salehttp://en.wikipedia.org/wiki/Pricehttp://en.wikipedia.org/wiki/Placehttp://en.wikipedia.org/wiki/Promotionhttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Word_of_mouthhttp://en.wikipedia.org/wiki/Word_of_mouthhttp://en.wikipedia.org/wiki/Point_of_sale


29/42

&road4# de+!ned( o,t!-!5!ng t/e -ar'et!ng -!8 !$ t/e ,r!-ar# re$,on$!"!4!t# o+

-ar'et!ng. o++er!ng t/e ,rodu t *!t/ t/e r!g/t o-"!nat!on o+ t/e +our P$ -ar'eter$

an !-,ro)e t/e!r re$u4t$ and -ar'et!ng e++e t!)ene$$. Ma'!ng $-a44 /ange$ !n t/e

-ar'et!ng -!8 !$ t#,! a44# on$!dered to "e a ta t! a4 /ange. Ma'!ng 4arge /ange$ !n

an# o+ t/e +our P$ an "e on$!dered $trateg! . For e8a-,4e( a 4arge /ange !n t/e ,r! e(

$a# +ro- 1 . to 6 . *ou4d "e on$!dered a $trateg! /ange !n t/e ,o$!t!on o+ t/e

,rodu t. Ho*e)er a /ange o+ 161 to 16 . *ou4d "e on$!dered a ta t! a4 /ange(

,otent!a44# re4ated to a ,ro-ot!ona4 o++er.

T/e ter- JMar'et!ng M!8J /o*e)er( doe$ not !-,4# t/at t/e ;P e4e-ent$ re,re$ent

o,t!on$. T/e# are not trade o++$ "ut are +unda-enta4 -ar'et!ng !$$ue$ t/at a4*a#$ need to

"e addre$$ed. T/e# are t/e +unda-enta4 a t!on$ t/at -ar'et!ng re


30/42

#**# T-@ITI)!

A "urgeon!ng *or' +or e and gro*!ng -!dd4e 4a$$ ,o,u4at!on

H!g/ gro*t/ ,otent!a4 +or !t$ e8,ort$ a$ de-and +or K t#re !n Euro,e!n rea$!ng.

Ind!an u$to-er$ are -a!n4# )a4ue "u#er$ de-and!ng a "etter o)era44 ,a 'age.

K !$ ,o!$ed !n a "etter ,o$!t!on t/an ot/er ,4a#er$ !n t/e -ar'et to a,!ta4!$e

on t/!$ o,,ortun!t#

Entr# o+ ne* ,4a#er$ *!t/ ne*er and "etter te /no4og!e$ !n t/e $-a44 ar t#re

$eg-ent

So -an# 4o$e o-,et!tor$ 4!'e A,,o4o( &!r4a( Ceat( Mod!( Ka!5en et .

e Or&ani7ational structure of JK +yre

6 | P a g e

T' )AT!


31/4261 | P a g e

Objectives of t e

stu!y

"ee! for t e

stu!y

#imitation of t e

stu!y

$esearc

%et o!olo&y of

t e stu!y


32/42

Objectives of t e stu!y

To +!nd out -ar'et $/are o+ K T#re$.

To under$tand t/e -ar'et!ng $trateg# o+ K T#re$.

To +o u$ on t/e Mar'et!ng -!8 o+ K t#re

To e)a4uate t/e 4!-!tat!on$ o+ K t#re.

To ana4#5e t/e u$to-er7$ need$ regard!ng t/e ,rodu t and ,o4! !e$ +or-u4ated "#

t/e o-,an#.

To +!nd out t/e "rand !-age o+ K t#re

"ee! for t e stu!y

Manage-ent !$ 4!'e a o!n /a)!ng t*o $!de$. One !$ t/e t/eoret! a4 ,art and $e ond !$ t/e

,ra t! a4 ,art. In t/e t/eoret! a4 ,art o+ -anage-ent *e 4earn !n our 4a$$roo- +ro- t/e

4e ture$( $e-!nar$( grou, d!$ u$$!on$ t/at are arranged +ro- t!-e to t!-e.

To 'no* t/e ,ra t! a4 a$,e t o+ -anage-ent a ,ra t! a4 tra!n!ng !$ ,ro)!ded to t/e

$tudent$. T/e -a!n !dea "e/!nd ,ra t! a4 tra!n!ng !$ to "r!ng t/e -anage-ent $tudent$

+a e to +a e *!t/ t/e a tua4 en)!ron-ent o+ ,ra t! a4 -anage-ent $o t/at /e $/e *!44 "e

62 | P a g e


33/42

a"4e to a,,4# t/eor# to ,ra t! a4 $!tuat!on "e+ore +!na44# -o)!ng !nto t/e ,ro+e$$!ona4

*or4d to $/o* t/e e++! !en # and a,a"!4!t#.

T/e ,ro@e t $tud# +o u$ed on 9 K t#re: a$ a ,rodu t and t/e $u"@e t !$ to under$tand t/e

-!nd $et o+ d!++erent u$to-er$ a"out t/e ,rodu t. &e!ng a $tudent o+ -ar'et!ng

-anage-ent( t/e !n


34/42

For t/e a"o)e $tud# "ot/ t#,e o+ data *ere u$ed $u / a$ ,r!-ar# data and $e ondar# data.

For ,r!-ar# data d!++erent area$ o+ Ko4'ata *ere "e!ng )!$!ted and +or t/e $e ondar# data

!nternet re+eren e "oo'$ /a)e "een u$ed.

Co44e t!ng data +ro- -ar'et t/roug/ F!t-ent $ur)e# o+ Tru '$ on road.

3or'!ng on t/e data.

Gra,/! a4 re,re$entat!on o+ re$u4t$.

Ana4#5!ng t/e gra,/ and dr!)!ng +urt/er en


35/42

E&$i'it-()1Tab$e showing mar et share in I & !)MI B-G tyre

Table-3.1

!AME!O" O# RIB $ SEMI

LUG %&RES' I! %O%AL RIB $ SEMI LUG %&RES

' I! %O%AL%&RES

APOLLO ()* *+"(,' -*"+('

BIRLA -++ ."/)' *"(0'

CEA% -./ -+"0,' /"+0'

1"2" (-/ +0"-3' --".,'

MR# +3) -("(/' /".0'

GOO4 &EAR +3 -"(3' 3"/,'

O%5ERS -/ -"3/' 3"(*'

%O%AL -(+) -33"33' (3",0'

F!g 6.1%a F!g 6.1%"

6? | P a g e


36/42

M2% S5ARE I! RIB $ SEMI LUG %&RES6'7

$.$$H

.$$H

1$.$$H

1 .$$H

?$.$$H

? .$$H

3$.$$H

3 .$$H

1

COMPA!IES

' O

# % O % A L M 2

% S 5 A R E

-P4!!4

%I2!-

C/-9J.K.

2F

>44; /-2

49&/2S

K9. S&-2/ 4F 2I% , S/ I

!E> 92/S

-P4!!4

%I2!-

C/-9

J.K.

2F

>44; /-2

49&/2S

Interpretation From the above table it is shown that in Rib and Semi lug tyre segment Appolo is the market leader with 3 .!"#$ %ollowed by &' with (.1)# market

share$ *RF with 1!.!+#$ , AT with 1 .("#$ irla with /.+0#$ ood 2ear with 1.!)#

and others with1.)+# o% market shar.

E&$i'it-()* +able s o-in& %ar1et s are in #4, tyre

Table-3.

!AME!O" O# LUG

%&RES' I! %O%AL LUG

%&RES' I! %O%AL %&RES

APOLLO (0* +*".+' -("-3'

BIRLA -)( ,"0+' (")0'

CEA% (*/ +-"3-' -+"(('

1"2" /.. +."(-' -)".+'

MR# +-/ -3"*0' )"-/'

GOO4 &EAR --3 /"*-' *"-/'

O%5ERS )/ *"-(' -".)'

%O%AL +3,3 -33"33' /0"+-'

F!g 6.2%a F!g 6.2%"

6B | P a g e


37/42

M2% S5ARE I! LUG %&RES6'7

$.$$H

.$$H

1$.$$H

1 .$$H

?$.$$H

? .$$H

3$.$$H

1

COMPA!IES

' O

# % O % A L M 2 %

S 5 A R E % & R

-P4!!4

%I2!-

C/-9

J.K.

2F

>44; /-2

49&/2S

K9.S&-2/ 4F !E> 92/S I< H

-P4!!4

%I2!-

C/-9

J.K.

2F

>44; /-2

49&/2S

Interpretation From the above table it is shown that in lug tyre segment &' is the

market leader with /.!1# %ollowed by Appolo with 3./ #$, AT 1.)1#$ *RF with

1).3(#$ irla with ".( #$ ood 2ear with +.31#$and others with1./0#

E&$i'it-()* +able s o-in& +otal mar1et s are

Table-3.3

!AME %O%AL !O O# %&RES ' I! %O%AL

APOLLO 0/) +,"*/'

BIRLA +.) ."-.'

CEA% )+3 -,",*'

1"2" -33* +.")0'

MR# (+- -+"3('

GOO4 &EAR -*3 *",+'O%5ERS .3 +"+0'

%O%AL *(0) -33"33'

F!g 6.6%a F!g 6.6%"

6 | P a g e


38/42

%O%AL M2% S5ARE6'7

$.$$H

.$$H

1$.$$H

1 .$$H

?$.$$H

? .$$H

3$.$$H

3 .$$H

1

COMPA!IES

' O

# % O % A L M

2 % S 5 A R -P4!!4

%I2!-

C/-9

J.K.

2F

>44; /-2

49&/2S

949-! K9. S&-2/ 4F 9 2/S I< H

-P4!!4

%I2!-C/-9

J.K.

2F

>44; /-2

49&/2S

From the above table it is shown that in lug tyre segment &' is the market leader with

/.0(# %ollowed by Appolo ".3+# $,eat with 1"."3# *RF with 1 .)!#$ irla with/.1/#$ ood 2ear with 3. "# and others are . (#.

'in!in&s

Su&&estions

6 | P a g e


39/42

'in!in&s

A+ter ta'!ng t/e +eed"a ' o+ -ore t/an 1 u$to-er$ t/e $tud# re)ea4$ t/at u$to-er$

are +ond o+ d!++erent "rand$ !n d!++erent area$. >!'e( !n Gour!,ur area a4-o$t o+

u$to-er$ ,re+er &IR>A t#re$ %e$,e !a44# SAMSON ( !n Pan!/at! area$ u$to-er$ ,re+er

K t#re$( */ere !n Dun4o, ,eo,4e ,re+er K APO>>O. Not on4# d!++erent /o! e$ "ut

a4$o /a)!ng d!++erent e8,er!en e on d!++erent "rand$. It !$ +ound t/at -an# u$to-er$

,re+er K7$ guaranteed t#re$ $u / a$ 9 ET TRAK 6 : and e ono-# 4a$$ r!" t#re

90IKRANT TRACK KING: +or !t$ -!4age re4!a"!4!t# "ut !t !$ a4$o true t/at -an# ot/er "rand$ $u / a$ 9 ET MI>ES:( 9 ET PACE:( 9 ET SUPER >UG: do not /a)e a $trong

,4a e !n u$to-er$ -!nd. T/e $tud# $/o*$ t/at K7$ $trong ontender !$ APO>>O */o7$


40/42


41/42

Conclusion

K !$ one o+ t/e "e$t T#re -anu+a tur!ng o-,an!e$ !n Ind!a. 3/ere t/e

!-,ro)e-ent !$ re>O( CEAT(

&IR>A and ot/er$. So !t an +urt/er !n rea$e !t$ -ar'et $/are t/roug/u$to-er re4at!on$/!, ,rogra- and "rand a*arene$$ $trateg#.

;1 | P a g e


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+I+,IOGRAPHYMarketing management, Rajan Saxsena

Marketing management, Philip Kittler

www.indiacar.net

www.jktyre.com

www.businessstandard.com
http://www.indiacar.net/http://www.jktyre.com/http://www.businessstandard.com/http://www.indiacar.net/http://www.jktyre.com/http://www.businessstandard.com/

Documents

Jk Tyre Marketing File