Mayank Training File (1)

8/13/2019 Mayank Training File (1)

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A STUDY ON PRODUCT MIX STRATEGIES OF JK TYRES.

MAHARANA PRATAP COLLEGE OF TECHNOLOGY 1

1.History of the Organization &

Objectives


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I NTRODUCTION OF JK TYRE


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Introduction of JK Tyre

JK Organization owes its name to Late Lala Juggilal Singhania, a dynamic personality

with a broad vision, Inspired by the Swadeshi movement of Mahatma Gandhi, and driven

by the zeal to set up an Indian enterprise, Lala Kamlapat Singhania founded JKorganization in the 19th century in India.The process of industrialization and

diversification was worthily and successfully carried on by Lala Kamlapats three

illustrious sons Sir Padampat, Lala Kailashpat and Lala Laksmipat, aided in no small

measure by the late Gopal Krishna son of sir Padampat.

JK Organization has been a forerunner in the economic and social

advancement of India. It always aimed at creating job opportunities for a multitude of

country men and provides high quality of products. It has driven to make India self reliant

by pioneering the production of number of industrial and consumer products, by adopting

latest as well as developing its own know-how. It has also under taken industrial ventures

in several other countries. JK Organization is an association of industrial and commercial

companies and charitable trust. Its member companies, employing nearly 50000 persons

are engaged in the manufacture of variety of products and in diverse fields of commerce.

Trust are devoted to promoting industrial, technical and medical researches, education,

religious values and providing better living and recreational facility. With the spirit of

social consciousness uppermost in mind, JK organization is committed to cause the

human advancement.

Background and inception of the company

1933 First in India to manufacture calico prints- {Juggilal Kamlapat cottons spinning

and weaving mills company, Kanpur}.

1940 First in India to manufacture steel bailing Hoops for jute and cotton and to make

the country self sufficient by meeting the entire demand- J.K Iron and Steel Co.

Ltd.,Kanpur.

1944 First in India to produce Aluminum Virgin Metal for Indian Bauxite- Aluminum

Corporation of India Ltd., Jaykayanagar.

1949 First in India to manufacture Engineering files- J.K. Engineers files Bombay.


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1959 First in India to set up a continuous process Rayon plant.

1960 First in India to set up a Hydraulically operated Cane Crushing Mill for Kandsari

Sugar Plant and completed 100 ton plant.

1961 First in world to set up a plant for production of Hydrosulphite of soda bySodium Amalagam process- J.K. Chemicals Ltd., Bombay.

1962 First in India to produce Nylon-6 with its own polymerized raw material-

JK.Synthetics Ltd., Kota.

1965 First to produce sodium Sulphoxylate Formaldehyde [Rangolite C of Formosul]

in India- J.K. Chemicals Ltd., Bombay.

1968 First to manufacture TV sets in India- J.K. Electronics, Kanpur.

1976 First in India to produce steel belted Radial tyres for passenger car, trucks and

buses- J.K. Tyre plant, Kankroli.

1980 First in the world to make steel belted radial tyres for 3 wheelers.

1984 First in India to produce white cement through dry process.

1985 First in India to produce cathonic Dye able Polyester Fiber.

1989 First in India to produce magnetic tapes with cobalt technology.

1991 Banmore tyre plant {BTP} set up with the capacity of 5.7 lacks tyres per annum.

1992. R&D centre setup at HASTERI

1994 Indias first T-rated tyre launched Banmore Tyre Plant {BTP} Crossed 100 TPD.

1995 Mercedes Benz launched on JK STEEL RADIALS first tyre manufacturer in the

world to get ISO 9001.

1996. Indias first dual contact high tractions steel radial- aqua sonic launched

{Introduce steel wheels}.

1998 First tyre manufacturer in the world to get QS 9000. Awarded CAPEXILS

highest export award for 1997-98.

1999. Synergy with VTL in procurement, marketing and production flexibility

Completion of states of the art modernizations of truck radials.

Synergy with VTL in procurement, marketing and production flexibility.

J.K. Tyres ranked 16th largest tyre company in the world.

ISO- 14001 accreditation for environment and safety.


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2000 J.K. introduced national Go- carting championships.

2001 J.K. industries received FOCUS LAC EXPORT award for the year 1999-2000.

Commendation certification of CII ND National exam. Go- carting

championships held.

JK Tyres Plants

Mysore plant- 1 {VTP} - Karnataka

Mysore plant- 2 {VTP Radial} - Karnataka

Kankroli - Rajasthan

Banmore - Madhya Pradesh


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Company Profile

J K GROUP DIVERSIFICATION

JK PAPER LTD.

JK Paper Limited is one of the leading manufacturers of

reading and writing paper.

JK LAKSHMI CEMENT LTD.

JK Lakshmi Cement Limited is a well respected name in

the cement industry in India.

FENNER (I) LTD.

Fenner (I) Limited is a leading manufacturer of Industrial

and Automotive Belts, Oil Seals, Power Transmission

Accessories and Textile Yarn.


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UMANG DAIRIES LTD.

The Creme de la creme of dairy foods.

JK AGRI-GENETICS LTD.

At JK Agri-genetics limited, concentrates on

Research and Development, production, processing

and marketing of hybrid seeds.

JK SUGAR LTD.

The company's principle activity is to

manufacture Sugar. However,the company currently

operates in two segments. Power and Sugar.

JK RISK MANAGERS AND INSURANCE BROKERS

LTD.Services rendered to various clients for all facets

of Insurance both life & non-life.

CLINIRX RESEARCH PRIVATE LTD.

Full Service Contract Research Organization (CRO).


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2. Organizational Structure


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Structure

The Structure of the company is shown in the next page.

JK Industries limited formerly being public sector unit, is a democratic and well

organized structure in itself. The lower level and functional level managers are consultedand consultations are analyzed before the top management takes any decisions.

Task to be performed are assigned to separate functional heads.

JK Industries limited adopted the BPR (Business process re engineering) concepts, its

objectives.

Radically improve the process and make changes in the way business is done.

Integrate and align all business processes and sub processes.

Reduction of cycle time a reducing cost for all business transactions.

To reduce Bureaucracy and excess fat.

JK Industries (VIP) Board of Directors:

Chairman: Hari Shankar Singhania

Vice Chairman & Managing Direction: Raghupathi Singhania

Directors: Arvind Narottam Lalbhai

Arvind Singh Mewar

Bhakul Jain

I.M. Vittala Murthy

LIC Nominee: Om Prakash Khaitan

IDBI Nominee: Dr. Vinayashil Gautam

Managing Director: Bharat Hari Singhania

Dy. Managing Director: Vikrampati Singhania

WholeTime Director: Swaroop Chand Sethi

Auditors: Lodha & Co., Chartered Accounts


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Organizational structure

Mr. Arun Kumar Bajoria

President & Director

Mr. A K. Kinra

Finance Director

Mr. V. K. Misra

Technical Director

Mr. A S. Mehta

Marketing Director

Mr. Swaranjit Singh

Materials Director

Mr. Sanjiv Saxena

VPCorporate Accounts


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3. Personnel


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Human Resources Department :

Objectives:

To establish the training needs and impart training to support organizational objectives of

enhancing knowledge skill and effective utilization of human resources.Functions:

A JK industry is a production oriented company has a majority of work force that the

technically oriented and also management executives.

Training becomes a part and parcel of inputs given by the company to its employees.

Training records helps to measure the effectiveness of sending various people on

training and those who really need help It has been rightly said if you plan fora year,

plant a corn, if you plan for a decade, plant a tree, but if you plant for a century, plant aman. This is the philosophy, which guides the people policies atJK Tyres.

Work Culture:

JK Tyres provides enabling work culture with a clear sense of vision; mission and

strategies in which people work with clear goals and there by achieve more. Goals are

set, performance are reviewed transparently, starting with self assessment. Merit is

recognized through proportionate reward and growth opportunities.

TRAINING

TRAINING AT JK TYRES LTD.

ON THE JOB TRAINING OFF THE JOB TRAINING

Job Rotation

Coaching Lecture

Job Instructions

Step-by Step Training Discussion


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4. Productions & operations


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Work Flow Model

BU 1

1) Compound at Banbury:

Compound is the process of mixing the necessary raw materials with selected elastomerin the banbury. Banbury is an internal mixer, which consists of a completely enclosed

mixing chamber with two spiral shaped rotors. There is a hoper to feed the ingredients

and a door to discharge the mix. The rubber ingredients like chemicals are weighted as

mentioned in specification file and feed into hoper. Then the mixing process takes place.

Required mixing time is fixed to get better quality mixing.

2) Extruder:

The main function of an extruder is to produce tread and side wall, bead, apex. Extrusion

is a process of forcing the mixed compound by means of screw, which rotates inside the

barrel. There are two types of extruder: a) Screw extruder, b) Ram extruder.

3) Zell Plant : Dipping

The dipping process takes places in a zeal plant. Here rayon, nylon. Polyesters are dipped

in a solution containing normally a latex based resorcinol formaldehyde to improve

adhesive properties. Then the fabric is dried at a temperature of about 280-300F for 150-

180 sec, the fabric is stretches to about 0-15%.

4) Calendaring:

Calendaring is a machine, which consists of three or four rolls held in a frame work used

to produce the rubber sheets of required strength and length. To get a better quality

calendared fabric with uniform gauges, viscosity is important in the same way, hot

temperature of about 110-137mm.

BU2

5) Bias Cutter:It is a machine used to make plys or to the rubber coated fabrics at required width and

angle, which are used in the production of tyres. Bias angle is the angle of cords in tyres

with respect to the central line. Based on the ideal cured angle, required for particular

type size and pattern, bias angle is calculated for the particular drum.


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6) Pocket Making:

It is a process of making the pocket from the angle cutter fabrics. In pocket making

section, three types of pockets are constructed. The plys used for the first and second

pocket are known ad inner ply and those used for third pocket are known as outer ply.7) Bead Assembly: Bead wire High tensile copper coated Steelwire coated with

compound wound on a former , fillered and flipped.

8) Tyre Assembly:All individual components of tyre Viz Beads , Pockets, Tread and

Sidewall are assembled on a Building drum and the finished product is called as Green

Tyre.

BU 3

9) Bladder:

Butyl rubber compound is used for making the bladder. As first, butyl rubber is mixed

with specified chemicals properly and then it enters the extruder section by the use of the

extruder, a specific length and width of slug is extruded. Then the ends of the slugs are

cut into the specified angle for proper joining.

8) Tyre Moulding:Before moulding operations, the green tyre has to be made ready for

painting with inner lubricants inside tyre for easy release from the bladder and the side

walls are to be coated with blemish paints.

9) Tyre Curing:

It is a process of cross linking the rubber compounds through heat and pressure. For the

pressure of curing tyres presses are used. These pressed are pre warmed before loading of

green tyre is done in the top ring raise condition with vacuum.

10) Tyre Finishing and Inspection:

After curing, the tyres obtained by trimming of the extensions on the tyres surfaces are

checked for defects. Thus the process of removing excess materials from the tyre after

curing is called finishing. The finishing process is done either by buffing or trimming

method. All the tyres then are inspected and separated.


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BU 5:

Finished Goods Storage and dispatch : Storing of Okay tyres and arranging logistics to

various depots / STUs / OEMs as per the marketing requirements.

Future growth and prospectus:

To be the No.1 tyre company in India.

To be the largest tyre export company in India.

To be a customer obsessed company.

High quality of products.

Profit Maximization.


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5. Marketing


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Marketing Networks

Head office at Mysore connected with various regional offices, districts offices,

branch offices and carrying and forwarding agents throughout the country.

Common marketing organization (CMO) manages the marketing of Nylon bias tyres

JK industries the head of CMO is at Delhi.

The marketing of all steel truck radials Tyre is managed by the Truck Radial Groups

(TRG) head office at TRG in Bangalore.

3) Exports Department

JK industries are exported to over 68 countries. Major countries include United States of

America, Australia, Nether land, United Kingdom, Newzeland, Hong Kong, Africa, most

of Middle East countries and Asian Countries.4) Main problems in Exports:

The exporter is fully geared up to meet the expectations of the customer there is no

authority or control for lot of other aspect with are behind the control some of problems

are common to the exporter.

Availability of container ships.

Date of departure of ships.

Delay by the concerned people of the inspection agencies.

Port strike and other disturbance.

Customs authority.Roles and responsibilities:

Sales and marketing overseas.

Customer interaction.

Sales planning, forecast and targeting.

Interaction with HO and other parties.

Regular monitoring with production department.

Monitor CHA (customer house).

Coordinate with exporting for smooth work flow.

Timely dispatch to insure schedule shipping of Tyres to customers.


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Functions

1. Finance for there banking transaction.

2. Purchase of advance licenses DEPB (Duty Entitlement pass book benefits).

3. Production for meeting the customers requirements.4. CHA for interaction with customs.

5. Export inspection agencies for inspection of the cargo (Export).

6. Shipping companies like Maresk, APL (American President Lines) for

documents after the cargo is shipped.


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6. Vision & Mission of the

Organisation


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Vision:

TO BE AMONGEST THE MOST ADMIRED COMPANIES IN INDIA COMMITED

TO EXCELLENCE

Mission:

To be a customer obsessed company.

To be the largest and most profitable tyre company in India.

To retain No 1 position in truck and bus segment and to be amongst top 2 in all other 4

wheeler tyres.

To make truck/bus radial operations profitable and retain leadership in the passenger

radial market.

To enhance value to shareholders and service to all stake holders.

To excel as a value driven organization.

To be the most preferred tyre brand in India.


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7. SWOT


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Swot Analysis

SWOT analysis stands for strengths, weakness, opportunities, and threats. It is a tool for

auditing and organization and its environment. It is the first stage of planning and helps

marketers to focus on key issues. Strengths and Weakness are internal factors.Opportunities and Threats are external factors.

Strengths

JK Tyre is the only company which has adopted TPM {Total production

maintenance}.

First truck/bus steel radial plant in India.

Over rise decades of experience in tyre manufacturing.

It is self sufficient in tyre production.

In Bangladesh it has no, position in market share.

Absorption of international technology to suit Indian conditions.

Well-knit distribution network.

Exports to more then 68 countries in the world.

It has 21% market share in India.

Tyre is easily available and serviced even in remotest parts of the country.

Weakness

Media of advertisement is insufficient.

Target will be fixed by the head office.

It doesnt manufacture two wheeler tyres.

There is no pricing strategy adopted by JK Tyres, Vikrant plant, Mysore.

The company is incurring more cost compare to other tyre manufacturer.

Welfare of the labour is not taken into consideration.

Low productivity of labour, in comparison to world standards. High cost of raw materials in comparison with the goal standards, smaller size of

plant and hence less economic units.


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Opportunities

It is easy to become No.1 Tyre Company in India.

Robust economic growth, particularly vehicle production growth resulting in

healthy demand growth for tyres in the future. Excellent brand equity of Indian cross ply/bias truck tyres in the world market.

Export culture inculcated enabling participation of small car is expected to give a

thrust of auto component and tyre segment.

Improved road infrastructure especially on the golden quadrilateral and north-

south-east-west national highway project will result in significant increase in

movement of goods and passenger traffic through roads with resulting growth in

demand for in tyres.

The company has the knowledge of entire tyre industry and businesses conditions

prevailing in the market. So it can easily start two wheeler tyre productions.

Threats

Faster pace of opening up of the economy will increase import of tyres.

Gradual increasing in natural rubber price.

Reduction in important duties will lead to high volume of tyre imports.

Confessional import tariffs for countries like china and South Korea under

regional trade agreement will lead to additional imports.

Competition posed by the national and international market.

Too much intervention by the head office.

It has to adopt modern technology to reduce the cost of production.

Government policies about the tyre industry.

Multinationals with financial muscle setting up of manufacturing facilities in the

country.


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8. Discussion with Management.


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Suggestions:In this competitive world it is very much important to have experience of working in anorganization and only class room teaching is not enough. Doing this project lot of

learning has occurred. Learning of practical applications of theoretical knowledge by

exposing to company has occurred. The learning experience is enlisted below.

1. The company is managing good industrial relations wherein good relation betweenworkers and the superior managers.

2. The company is well managed with timely business strategies.

3. Based on ratio analysis the financial soundness of the company is measured.

The following suggestions are comes out in the discussion with management of the

company

. I have studied the organization of the company, the strategy adapted by the

company, the organization hierarchy and the way it works. The company gets the products of other competitors such as Bridgestone tyre to

their testing labs and makes comparison with their product and adopts thetechnology of their competitors and attempts to give better product than their

competitors. The company has adopted The participative leadership style so it encourages to

its workers to show more interest in managerial activities. In production department, the process of the production is divided into different

shops. It has safety measures at the work place. It has used advanced technologylike automated machine in order to minimize cost of production. They produce

quality product. Main strategic intention of the department is recycling the

wastage. If any wastage comes after the recycling it is send to other company formaking the rubber better.

During the adoption of new technology, management provides more trainingskills to the workers for the efficient work and the work position.

In order to motivate the employees, the company follows an internal recruitmentprocess through promotions. If there is any vacant job the company first searches

within the organization and if right employee is not available internally then it

goes for external recruitment.


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CHAPTER-I

INTRODUCTION


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Introduction:

J K Industries is a mega corporate entity that is emblematic of excellence, diversification

and pioneering new technologies. A part of JK organisation which ranks among the top

private groups in india, JK industries is committed to self reliance and follows an ethicthat views customer satisfaction as an index of achievement.

Over the years, the company has expanded and diversified its business portfolio. It

has developed into a multi product, multi location corporate entity comprising of

following business division.

Market is a group of buyers and sellers interested in negotiating the terms of

purchase/ sale of goods or services.

--Philip Kotler

Marketing is the set of human activities directed at facilitating and consummating

exchange. The essence of marketing is exchange of products and the transactions is to

satisfy human needs & wants. All business activities facilitating the exchange are

included in marketing.

--Philip Kotler

The product is a bundle of all kinds of satisfaction of both a material and non-

material kinds, ranging from economic utilities to satisfaction of a social psychological

nature.

Product mix is the entire range of products of a company for sale product mix

need not consists of related products.

Product mix of a company has three main characteristics: -

1) Width 2) Depth 3) Consistency

Width: -Width of a product mix depends upon the number of product groups of product

line found within the company.

Depth: - Depth depends upon the number of product items within each product line.Consistency: -Consistency of the product mix refers to the question whether or not the

products have production affinity, marketing affinity or research affinity.

Brand is a name, term, symbol, design or combination of them which is intended to

identify the goods or services of one seller or group of sellers and to differentiate them

from those of competitors.


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Packing may be defined as the general group of activities in the planning

of a product. These activities concentrate on formulating a design of a package and

producing an appropriate and attractive container or wrapper for a product. The container

itself act as a forceful though silent and colorful salesman at the point of purchase.Warranty is an obligation of the producer and seller to stand behind the

product and assure the buyer that he will derive certain services and satisfactions from the

product.

All manufactures and dealers and appliances must offer a very efficient after sales

services, i.e., free services during the guarantee period and thereafter at low charges. It

covers repairs, spare parts and maintenance.


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CHAPTER-II

RESEARCH DESIGN


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Introduction:

Research methods are all those methods/techniques that are used for conducting to the

researchers use in performing research. Here more emphasis is made on collection of the

data directly through the customers with directly interacting with them.

2.1 TITLE OF THE PROJECT STUDY

Title of the Project Study is A STUDY ON PRODUCT MIX STRATEGIES OF JK

TYRES.

2.2 ABOUT THE TOPIC

Before knowing in deep about product and product mix it is important to know the

marketand marketing.

MARKET

The American Marketing Association defines a Marketas the aggregate demand of the

potential buyers for a product.

An area for potential exchange thus a market is a group of buyers and sellers

interested in negotiating the terms of purchase of goods or services.

--Philip Kotler

TYPES OF MARKETING

On The Basis of Selling Area

On The Basis of Article of Trade

On The Basis of Nature of Exchange Dealings

On The Basis of Nature of Goods Sold

On The Basis of Period

KINDS OF GOODS: -

Convenience Goods

Shopping Goods

Speciality Goods


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MARKETING:

The American Marketing Association defines Marketing as the performance of

business activities that directs the flow of goods and services from producer to consumer

or user.The set of human activities directed at facilitating and consummating exchange.

The essence of Marketing is exchange of products and the transaction is to satisfy human

needs and wants. All business activities facilitating the exchange are included in

marketing.

--Philip Kotler

Marketing Mix Or 4 Ps Of Marketing: -

Marketing mix is the set of controllable variable that a firm can use to influence the

buyers response within a given marketing environment. It has four elements of 4 Ps.

PRODUCT

PRICE

PROMOTION

PLACE

PRODUCT: - A product is an idea, service or tangible good that a customer can acquire

through a monetary transaction or an exchange. Not only tangible goods are considered

as products; intangible like services and ideas are also included.

A Product then is the potential satisfied of a consumers want or need.

But a product is not just the essential item; it is made up of a number of components that

contribute to its ability to satisfy needs and wants. Components that are included in a

product are its package or the availability of maintenance service. The total product is the

sum of all physical and psychological features that aid in satisfying a customers needs

and wants. The success of a product is judged by how well it satisfies those needs and

how well it sells.


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PRICE: - The price is the amount that is paid to purchase a product. It is also the means

through which the company recovers its costs and makes a profit. Pricing is the

marketing variable that offers the most flexibility. Price dictates what the company

selling the product will receive in return for its efforts.Price defines the value of product or service to the customer. How much the

customer is willing to give in order to have a particular product indicates how much the

item is worth to the customer. The price is where the value of a product to the customer

and the companys compensation for producing the product intersect.

Marketers should establish prices that will expand the sales of highly profitable

item and contract sales of relatively unprofitable products within the same time.

PROMOTION: -Promotion is the sharing of information, concepts and meanings by the

source and it receives about product and services and the organisation that sells them.

There are 4 basic forms of marketing communication: -

Advertising

Sales Promotion

Publicity

Personal Selling

PLACE:- Place or physical distribution is another element in the marketing mix, which

is considered with getting the product physically from the manufacturer to the place

where consumer can buy it.

The members of the distribution channel are the people and business

involving the product from the point of production to the point of consumption. These

members of the distribution channel are sometimes referred as Marketing

Intermediaries.


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Physical distribution is concerned with the movement and storage activities required for

making the firms product available to customer. The physical distribution managers

goal is to provide at the lowest possible cost, the rights, the product to the right customer

at the right time in the right quality at the right location in the right condition. Businesslogistics is the flow of materials from procurement of raw materials to manufacturing to

the consumers.

What is a Product?

The product is a bundle of all kinds of satisfaction of both a material and non-

material kinds, ranging from economic utilities to satisfaction of a social psychological

nature.

A product supplies two kinds of utility:

Economic utility

Supplementary utility

The product may be a good, a service, a good plus service, or just an idea. A

product is all things offered to a market. Those things include physical object, design,

package, label, price, services, supportive literature, amenities and satisfaction not only

from physical product and services offered but also from ideas, personalities and

organizations.

In short, a product is the sum of physical, economic, social and psychological benefits.

Marketers must define their market in terms of product functions what the customer

expects from the product.

Product Mix:

It is the entire range of products of a company for sale. Product mix need not consists of

related products. For example the product mix of JK TYREincludes a diverse range of

products such as Tyres, Tubes, Flaps.

The product mix of a company has three main characteristics:WIDTH

DEPTH

COSISTENCY


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Width of a product mix depends upon the number of product groups of product lines

found within the company.

Depthdepends upon the number of product items within each product line.

Consistency of the product mix refers to the question whether or not the products have

production affinity, marketing affinity or research affinity.

Branding: -

What is Branding?

American Marketing Association defines as- The word BRAND is a

comprehensive term. A brand is a name, term, symbol or design, or a combination of

them, which is intended to identify the goods or services of one seller or group of sellers

and to differentiate them from those of competitors. A brand identifies the product for a

buyer and gives seller a chance to earn goodwill and repeated patronage.

Importance of Branding:

The marketer can build up a bridge of his organization around the brand.

Branding enables the firm assured control over the market.

Branding by differentiating a product from the rivals enables the brand owner to

establish his own price which can not be easily compared with the price for

competing goods.

Reasons for Branding:

Ever-increasing competition.

Importance of packaging as a distinct marketing function.

Need for Advertising and Publicity.

Development of consumer brand.


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Essentials of Good Brand:

A Brand should suggest something about product benefits, its uses, quality,

product nature, purpose, performance or action.

The name should be short, simple, easy to pronounce to spell and remember, easyto identify and explain. It should be easy to advertise.

It should be capable of being registered and protected legally under the

legislation.

It should have a stable life and be unaffected by time. It should not depend upon

fashions and styles as they have a short life.

It should create pleasant associations.

It should not be used as a general or common name for all products.

It should be unique, attractive and distinctive.

TYPES OF BRANDS:

Individual Brand Name

Family Brand Name

Umbrella Brand

Combination Device

Private Or Middlemans Brand

Individual Brand Name:- Each product has a special and unique brand name, such as

JK Tyre, J K sugar, J K Internationals, Surf, etc., the manufacturer has to promote each

individual brand in the market separately. This creates a practical difficulty in promotion.

Otherwise it is the best marketing strategy.

Family Brand Name:- Family name is limited to one line of a product, i.e., products that

complete the sales cycles, e.g., J K TYRES for tyres, Amul for milk products, Ponds for

cosmetics, etc., family. Brand name can help combined advertising and sales promotion.

Umbrella Brand Name:- We may have for all products the name of the company or the

manufacturer. All products such as soaps, chemicals, textiles, engineering goods etc.,

manufactured by the Tata concerns will have the TATAs as one umbrella brand, such a

device will also obtain low promotion cost and minimize marketing efforts.


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Combination Device:- TATA house is using a combination device, each product has an

individual name but it also has the umbrella brand to indicate the business house

producing the product, e.g., Tatas Taj. Under this method, side by side with the product

image, we have the image of the organisation also. Many companies use this deviceprofitably.

Private Middlemans Brand:- Manufacturers or distributors such as wholesalers, large

retailers, can do branding. This practice is popular in the woolen, hosiery, ports goods,

and such other industries. Big manufacturers also use it.

Benefits of Branding: -

As long as branding is considered desirable and as long as we do not have

overflow of branded goods, consumers in India may have the following benefits of

branding: -

Right kind of brand advertising and personal selling provide ample information to

the consumer about the branded products.

Branded goods have uniform and standardized quality and holder of the registered

brand is personally responsible to maintain the quality.

Rapid sales turnover assures fresher products due to frequent replacement of stock

with the retailer.

There is considerable saving in time in the selection of goods and also in the

making up of orders.

PACKAGING:-

Packing may be defined as the general group of activity in the planning of a product.

These activities concentrate on formulating a design of the package and producing an

appropriate and attractive container or wrapper for a product. The container itself can act

as a forceful though silent and colorful salesman at the point of purchase or an effective

medium of advertisement encouraging impulse buying. Many a time, package design

itself can act as a registered brand. Almost every article has to be packaged to make a trip


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to the ultimate consumer.But packing is merely a physical action and provides a handling

convenience.

Packaging criteria:

The entities that influence package development are broadly classified into thefollowing criteria groups.

1. Appearance

2. Protection

3. Function

4. Cost

5. Disposability

1. Appearance:-The appearance of a package is very important from many angles. With

the growing super-bazaars and cash transactions in marketing activities, appearance is

gaining momentum appearance helps to:

Identify the product throughout the distribution channel;

Carry instructions for use and disposal;

Carry information about the product and satisfy legal requirements;

Exhibit brand name producers name;

Act as an important sales aid.

2. Protection:- Protection to the product is very important and the type of protection

required depends upon the following factors: -

Name of the product;

Distribution system adopted for the product;

The total time required to protect;

Package system.

Protection is normally required from environment and physical hazards. The unit package

should provide protection from physio-chemical and biological hazards. The bulk

package is expected to protect the contents against rough handling, storage and

transportation.


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3. Functions of Packaging:

Protection

Dependability

Storage cost of filled packages Distribution and insurance cost

4. Cost due to package/ spoilage/product lose

Effect of the package on sales.

5. Disposability:- In developing countries the packaging industry has been fully

criticized on the grounds of environmental pollution. The disposal of packaging materials

after use assumes a greater importance. This was considered to be a very minor problem.

The disposability of the package material after use had different forms, totally

eliminating the material or converting at the end of its useful life as a package. However

three methods are followed to dispose the package material after use.

Recycling, Using it as non-package appliance, Total elimination.

Package design:

A well-designed and attractive package is an ever-present shelf sales man for the

retailer. The package design itself can act as a brand. A good package is:

Economical (to manufacturer, to store)

Functional (in transit, in store, at home)

Communicative (of brand, of products, of performance, of usage)

Attractive (in color, in design, in graphic impact)

At present packaging must also solve the problem of pollution by reducing waste and by

conserving scare resources.

LABELLING:-Label is a part of a product. It gives verbal information about the product

and the seller. The purpose of labeling, like the purpose of branding is to give the

customer information about the product he is buying and what it will and will not do from

him. A label is also a part of a package or it may be attached directly to the product.

There is a very close relationship between labeling and packaging as well as labeling and

branding or grading.


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Brand label mentions the brand name of mark. Grade label identifies the quality by a

letter, number or word. Descriptive and informative labels are similar; they give helpful

information on the following:

Brand name, name and address of producer, weight measure count. Ingredients bypercentages, where possible, directions for the proper use of the product, cautionary

measures concerning the product and its use, special care of the product, if necessary

recipes of food products, nutritional guidelines, Date of packing and date of Expiry,

Retail price, and unit price for comparison.

2.3 Objectives of the Study: -

Considering the importance of the study, the following main objectives have been drawn

out.

To study and understand the profile of JK TYRES and various activities in the

company.

The study made with special reference to PRODUCT MIX.

To know the reaction of the consumers towards the Brand.

To offer suggestions for major findings.

2.4 Scope of the Study: -

Scope of the study extends to discover dealers reaction to the products performance and

physical characteristics, of J K TYRES.

Perform various marketing activities, how the product is perceived as compared

to its competitors performance with respect to quality, advertising and company good

will.

2.5 Methodology Adopted: -The chief criteria for the validity of any research study lies in the methodology an esquire

would prove a failure if it were not done along certain methodical lines.

Primary Data: -

Primary data was collected through structured questionnaires, which were given

to variety of respondents and personal discussion.


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Secondary Data: -

Secondary data was collected through company manuals, study materials and

survey reports.

Sampling: -Random sampling: - It is based on theory of probability. It provides known zero

change for selection of each population element. Under this sampling design every item

of the universe has an equal chance of inclusion in the sample. It is so to say a lottery

method in which individual units are picked up from the whole group, not deliberately

but by some mechanical process.

Sample Unit:

In this study the respondents are from Gwalior City.

Sample Size:

Sample size has taken 50 respondents.

2.6 Limitations of the Study: -

Any study of this kind will have its own limitations

Due to the information and time constraint, it was not possible to go in detail to the study

of PRODUCT MIX STRATAGIES OF JK TYRES .

The study is made in one place at one dealers show room.

It is restricted to certain area and to limited time.


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CHAPTER-III

FINDINGS OF JK TYRES

PRODUCTS MIX


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Findings of JK Tyres Products Mix

The product is the most tangible and important single component of the marketing

program. The product policy and strategy is the cornerstone of a marketing mix. Without

a product there is nothing to distribute, nothing to promote, nothing to price. If theproduct fails to satisfy consumer demand, no additional cost on any of the other

ingredients of the marketing mix will improve the product performance in the market

place.

J K Tyres offers following types of product for sale:

Tyres

Tubes

Flaps

It is manufacturing different lines of products like Truck tyres, Light Commercial

Vehicle tyres (LCV), for jeep, passenger car, tractors etc.,

3.1 Models of tyres

According to the needs and requirements of the consumers company is releasing to the

market: Black color tyres and the following models of tyres.

BIAS-TRUCK: -

JET-TRAK

JET-TRAK 39

HIGHRIP

SAND CUM HIGHWAY

BIAS-TRUCK/BUS: -

JETKING

JET RIB

NULLIFY HI-WAY KIND


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RADIAL-TRUCK: -

JET STEEL-NSSTEELKING-NS

RADIAL-CAR: -

RALLY

TORNADO

AQUASONIC

ULTIMA

ULTIMA XS

Because of some marketing problems and competition in the market the company

follows the policy of product consistency. So all the products or all the products offered

by the company is related to each other but not unrelated.

While introducing the new product to the market the company will take into

consideration the following factors:

Cost involved in the introduction of a new product to the market.

Demand for the product in the market

Competitive situation in the market for the product.

However, it is difficult for the company to explain the customers about the

suitability of its application.

3.2 Diversification Policy of J K Tyres

Company is concentrating its attention on product diversification rather than

simplification. The main reasons for diversification of product lines are as follows:

Technology developments have contributed to the diversification of product lines

Company is interested in widening its product line because it feels that it could

avoid the risks involved in a narrow product line

Company also prefers diversification of products to minimize the risks arising out

of changes in consumers tastes


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It is also concentrating on diversification of products with the intention of utilizing ideal

plant capacity fully, man power and financial resources.

Further company also feels that through diversification it can go for better market reach,

and can get huge popularity and customer belief for the products.It feels that it can acquire more market share through diversification

Company also feels that if it goes for product diversification, it can create demand for

new product on the reputation of existing products.

Companys product is meant for following types of customers:

Heavy Truck: - Commercial goods operators

Light Truck: - Light goods operators, passenger bus operators

Light Commercial Vehicles: - Passenger operators, passenger car owners, Farmers

(tractor owners)

3.3 Factors Influencing Product Mix Policy of the Company

Application of its product for its suitability

Economy in introducing various types of products.

Cost factor involved.

By product mix company is able to utilize the available marketing capacity fully.

However, company is not able to reduce the advertising and distribution cost by

adopting product mix. But it is possible for the company to add new product to its

existing line of product. Even the government policies do not affect the product

mix policy mix policy of the organization.

Product Modification in J K Tyres

Company believes that if it is offering same type of product to the market continuously

without any modification, it is difficult to attract the existing and prospective customers.

Therefore, it modifies the model of tyres and other related products as and when it is

required and felt by the customers while conducting consumer survey and by observing

the behavior of the customers towards the product.


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Profitability of the Organization by Product Mix:

No doubt, companys profitability has increased because of product and product line

expansion. However, how much profit has increased depends upon the capacity of the

product. Company is getting major share of its profit by offering for sale Jet Riband JetTrack.

It should be noted that company is not incurring loss from any of its product or

product line. It is because company is having its own QS standards. It will not allow the

continuation of production of the product until it reaches elimination or deletion stage.

Company expects the following from the Distributors:

Quick payment.

Better understanding.

Having good knowledge about the product.

In addition to selling tyres through distributors to the market company is also

selling products to the consumers if they buy in huge quantities provided if they are a bus

or truck operators.

Through a particular channel is followed by the company. It is not fixed;

according to the change in circumstances it can also change the channel.

Company has undertaken so many promotional activities like giving

advertisements in T.Vs and magazines. It provides Credit facilities, price concessions,

guarantee, warrantee, after sales services, gifts etc.


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CHAPTER-IV

ANALYSIS AND

INTERPRETATION OF DATA


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Analysis and Interpretation of Data

The data collected through the questionnaires is called as the primary data. The primary

data collected from 50 respondents through random sampling.

Percentages, bar diagrams, histogram, pie charts etc., are used for analysis of data.The analysis is explained as follows: -

4.1 Sources through which respondents became aware

Table No.4.1

SI. NO: Options No. of

Respondents

%

1 T V 17 34

2 News paper/magazines 18 36

3 Friends 8 16

4 Others 7 14

Total 50 100

Source: primary data

Interpretation:-

It can be observed from the above table that 34% of the respondents are become aware of

the J K TYRE product through T V, 18 % from News paper and magazines, and 8% and

7 % have aware through Friends and others.


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Fig. 4.1 showing sources through which they became aware.

4.2 Analysis of from how many years they known about this brand.

Table No.-4.2


SI. NO: OPTIONS No. of respondents %

1 Less than 2 years 9 18

2 2 to 5 years 14 28

3 More than 5 years 27 54

Total 50 100

1718

87

0

2

4

6

8

10

12

14

16

18

20

1No. of respondents

Sources through which they became aware

TV


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Fig. 4.2 showing in years known about this product

Interpretation:

From the above table it is clear that 54% of the customers have known about the JK

Tyres Brand from more than 5 years, 25% of the customers have known from 2 to 5 years

and remaining are known from less than 2 years.

4.3 Usage of this brand in years.

Table No.4.3

SI. NO OPTIONS No. of respondents %

1 Less than 3 years 11 22

2 3 to 5 years 18 36

3 More than 5 years 21 44

TOTAL 50 100


914

27

0

5

10

15

20

25

30

Lessthan 2Years

2 to 5 Years Morethan 5Years

From how many years using this product

Series1


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Fig.4.3 showing usage of this brand in years.Interpretation:

From the above table it is known that more than 44% of the customers have been using

this brand from more than 5 years and 36 %, 22% of the customers are using from less

than 3 years.

4.4 Analysis of preference of customers towards this product.

Table No.6.4

SI. NO: No of respondents %

1 Quality 32 64

2 Price 8 16

3 Durability 10 20

TOTAL 50 100

Fig. 4.4. Showing thepreference of customer towards JK tyres

11

18

21

USAGE IN YEARS

Lessthan 3 Years

3 to 5 years

5 & above


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Interpretation:

From the above diagram it is clear that more than (64%) the respondents prefer the this

brand because of quality, 16 % only because of price and remaining 20% of the

respondents prefer because of durability.

4.5.Analysis of basis on which they purchase.

Table-4.5

SI NO: No. of respondents %

1 Cash 34 68

2 Credit 5 10

3 Half cash & Credit 11 22

TOTAL 50 100

64%

16%

20%

Preference of the customer

Quality

Price

Durabilty


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Fig. 4.5 showing basis on which they purchase.

Interpretation:

From the above table it is clear that more than 68% of the customers purchase on

cash basis, 10% on credit basis and 22% half cash and credit basis.

4.6 Analysis of satisfaction of the respondents.

Table No.4.6

SI NO: No. Respondents %

1 Yes 38 76

2 No 12 24

TOTAL 50 100

0

5

10

15

20

25

30

35

Cash Credit Half Cash &

Credit

34

511

Basis of Purchase


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Fig. 4.6 showing % of respondents satisfied

Interpretation:

From the above table it is observed that 76% of the respondents satisfied with this brand

the 24 % of the respondents are not completely satisfied with this brand.

4.7 Chances of shifting if they are not satisfied with this brand.

Table No.4.7

SI NO: Other Brands No of respondents %

1 M R F 26 52

2 Ceat 5 10

3 Good year 2 4

4 Modi 4 8

5 T V S 5 10

6 Apollo 8 16

TOTAL 50 100


Yes

No

Satisfaction

Yes

No


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Fig.4.7 showing the chances of shifting to other brand.

Interpretation:From the above table 52 % of the respondents will shift to the MRF tyres, 16% shift to

the Apollo, 20% of the respondents shift to the TVS and Ceat products and remaining 12

% (8+4) will shift to Good year and Modi products.

4.8. Analysis of switching to this brand.

Table No.4.8

SI NO: No of respondents %

1 Initial mileage 8 16

2 Re- treading 20 40

3 After sales service 10 20

4 Performance 12 24

TOTAL 50 100

26

52 4

58

0

5

10

15

20

25

30

MRF Ceat Good Year Modi T V S Apollo

Brand they Prefer


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Fig.4.8 showing the why they prefer this brand.

Interpretation:

From the above table 40 % of the respondents like the brand for re-trading and 24

% of the respondents for performance and 20 % for after sales services and 16% for the

initial mileage.

4.9 Analysis of price.

Table No .4.9

SI NO: No of

respondents

%

1 Yes 42 84

2 No 8 16

TOTAL 50 100


16%

40%20%

24%

Switch to this brand

Initial Milage

Re- treading

After sales service

Performance


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Fig.4.9 showing the price satisfaction.

Interpretation:

From the above table it is known that 84 % of the respondents are happy with the price of

this brand and remaining 16 % of the responders are unhappy with this brand.

4.10 Analysis of factors they consider while purchasing the tyres.

Table No.4.10


1 Quality 21 42

2 Durability 18 36

3 Price 11 22

TOTAL 50 100

000

42

8

0

Price Satisfaction


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Fig.4.10 showing the factor considered while purchasing the tyres.

Interpretation:

From the above table it is clear that while purchasing the tyres most of the (42%)

respondents consider the quality, 36% of the respondents consider the durability and 22

% of them consider the price of the product.

Analysis of average period of purchasing the tyres.

Table No-4.11

SI NO: Time period No of respondents %

1 3 Months 3 6

2 6 Months 6 12

3 9 Months 16 32

4 1 year & above 25 50

TOTAL 50 100

21

18

11

0 10 20 30

Quality

Durability

Price

Factors they Consider


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Fig.4.11 Showing the average period of purchase.

Interpretation:

It is difficult to tell that average period of purchasing it depends on how use their

vehicle and the weight they carry. From the above table we came to know that 50 % of

the respondents purchase tyres once in a year. And less than 32 % purchase within 9

months.

4.12 Analysis of major advantages in this product.

Table No-4.12


1 Everything 29 58

2 Nothing --

3 Initial mileage 17 34

4 Smoothness 4 8

TOTAL 50 100


36

16

25

05

1015202530

3 Months 6 Months 9 Months 1 Year & more

Average period of Purchase


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Fig. 4.12 showing the major advantages they find in this product.

Interpretation:

From the above table58% of the respondents accepted that the product of the JK

Tyres for everything and 34% find major advantage of initial mileage and 8% for

smoothness of the product.

Analysis of satisfaction of design of this product.

Table No-4.13


1 Yes 32 64

2 No 18 36

TOTAL 50 100


29

0

17

4

0

5

10

15

20

25

30

35

Major advantages


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Fig. 4.13 showing the satisfaction of design of the product.

Interpretation:

From the above table and graph it is observed that more than 64% of the respondents are

satisfied with the design of the JK Tyres, and remaining are not satisfied.

4.14. Analysis of the out look and style of this brand.

Table No-4.14


1 Yes 38 76

2 No 12 24

TOTAL 50 100

Sources primary data

64%

36%

Satisfaction of Design

Yes

No


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Fig. 4.14 showing the outlook and style of the product respondents

Interpretation:

From the above table and diagram it is observed that more than 76 % of the respondents

are satisfied with the style and design of this brand and remaining are not satisfied.

4.15.Other services preferred from this brand.

Table No.6.15


1 Product knowledge 13 26

2 Door delivery 15 30

3 Monthly camp 22 44

4 Total 50 100


76%

24%

Out look & Style

Yes

No


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Fig. 4.15 showing the services they prefer.

Interpretation:

From the above table it is clear that (44%) most of the respondents are prefer monthly

camp, 30% prefer door delivery of the product and 26% prefer like product knowledge.

4.16 Analysis of the relationship they have with this brand.

Table No-.4.16


1 Regular 35 70

2 Occasional 7 14

3 Special 5 10

4 Rare 3 6

TOTAL 50 100

0

5

10

15

20

25

Product KnowledgeDoor DeliviryMnthly Camp

1315

22

Services Prefered


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Sources primary data

Fig.4.16 showing the relationship they have with this brand.

Interpretation:

From the above table it can be observed that 70% have the regular relationship,and 14% of the respondents are occasional relation and 10 % have Special relationship.

0

5

10

15

20

25

30

35

Regular Special

35

7 5 3

Relationship


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CHAPTER-V

CONCLUSION &

SUGGESTIONS


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Conclusion:-

In this chapter, I would like to bring ot my survey findings & suggestions are explained

with reference to survey data. The findings are recorded in tables and graphs, from the

study the following findings were made.

5.1FINDINGS:

1. It is found in survey that 24 % of the respondents are not satisfied with the product

quality.

2. It is observed that only 18 % of the respondents are dissatisfied for the after sales

service.

3. It is observed from the survey that many of your consumers want to shift over to MRF

(52%), Ceat (10%), TVS (10%), Modi (8%), and 4% to Good year.

4. 24% and 76% of the respondents are dissatisfied with the re-treading and mileage

performance of J K TYRES.

5. It is found in the survey that most of the respondents are getting information about the

JK Tyres products through the Television (34 %) and Newspaper (36%).

6. In the survey it came to know that most of the respondents have come to know about

the JK Tyres from more than 5 years, it is clear that the JK tyres company has been

taking steps to give information about its products.

7. It is observed through the survey that only 16 % of the respondents are cost conscious,

and 64 % of the respondents are quality conscious they prefer only because of quality and

durability.

8. It is found in the survey that 40 % of the respondents switching to this brand because

of re-treading and 24% are because of performance.

9. While purchasing tyres 42% of the respondents consider quality. 36% of the

respondents consider durability of courseprice is also major important they dont worry

about this much more.

10. Purchasing of tyres frequently is depends upon the how they use vehicles and the

weight they carry, more than 50% of the respondents purchase once in a year.

11. More than 44 % of the respondents preferred service of the monthly camp for quick

knowledge.


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12. It is observed in the survey that more than 64% of the respondents satisfied with the

design, and 76% of the respondents satisfied with the outlook and style of the tyres.

13. Company is not encouraging credit basis of selling the products.

14. Regarding pricing when compared with the other competitors pride of this product,respondents are happy with the price of the JK tyres because quality and price are equal.

15. More than 58 % of the respondents have accepted this brand only because they are

getting major advantages form this brand.

5.2 SUGGESTIONS:-

From the above findings the following suggestions were made.

1. Quality is a main tool to get a good market of the product. The quality should beaccepted by all respondents. Even if a small percentage are dissatisfied, they

always reject and opinion always will negative. In this context it is suggested that

the company should improve the quality of tyres, tubes and other items to win the

consumers hearts to obtain the market share.

2. In every business customer care is very important in post and pre sale, many

precautionary steps should be taken in all the levels of the activities. It is

suggested that company should introduce programs like consumer council, sale

after service etc. these steps will encourage the consumers to explain their own

feelings and opinion.

3. Satisfaction of old customer and searching for new customer is the main policy of

all the business. In this respect it is suggested that maintaining good quality,

economy in price, promotional policy and appointing effective dealers will help to

attract the new customers.

4. Credit system introduction is necessary in mobilizing of sale. This system will

help to keep many more customers as well as getting new customer.

5. It is suggested that the dissatisfaction of the customer will loose the reputation

and switching over to competitors product. In this aspect it is suggested that

improvement and standardization of the product quality will bring down the

problems while marketing the product.


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Implications of the study


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Implications of the study:-

Success and failure of any business enterprise depend upon the quality products

and services that company provides. In the present scenario customers are more attracted

towards the quality.In olden days customers preferred the products that were suggested by the friends

and neighbors. But now it is not like that they purchase which ever they, like because

they are getting information about the product quality and about the companys

marketing strength.

In order to demonstrate its commitments towards quality, JK Tyre has made

never-ending efforts to make all its products of world-class quality.

Even though competitions at international market, JK Tyre keep its name and

fame in the international market by consciously following a policy of continuously

modernizing and expanding its tyre manufacturing facilities to retain its edge in the

market.


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QUESTIONNAIRE:

DATA FOR THE STUDY

1. Through which media you become aware of J K TYRES brand?

a) T V [ ] b) News Paper /Magazines [ ]c) Friends [ ] d) Others. [ ]

2. From how many years you kwon about this brand?

a) Less than 2 years [ ] b) 2 to 5 years [ ]

3. From how many years are you using this brand?

a) Less than 3 years [ ] b) 3 to 5 years [ ]

c) 5 & above [ ]

4. Why do you prefer J K Tyres?

a) Quality [ ] b) Price [ ]

c) Durability [ ]

5. On what basis would you purchase this brand?

a) Fully cash [ ] b) Fully credit [ ]

c) Half cash & credit [ ]

6. Are you satisfied with this product?

Yes [ ] No [ ]

7. If Not satisfied with this brand for which brand will you shift?

a) M R F [ ] b) Ceat [ ]c) Good Year [ ] d) Modi [ ]

e) T V S [ ] f) Apollo [ ]


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8. What made you to switch to this?

a) Initial Mileage [ ] b) Re-trading [ ]

c) After-sales-service [ ] d) Performance [ ]

9. When compared with the price. Are you happy with the price of this product?

Yes [ ] No [ ]

10. What factors do you consider while purchasing tyre?

a) Price [ ] b) Quality [ ]

c) Durability [ ]

11.Average period of purchasing tyre.

a) 3 Months [ ] b) 6 Months [ ]

c) 9 Months [ ] 1 year & above [ ]

11.What are the major advantages you find in this brand?

a) Everything [ ] b) Nothing [ ]

c) Initial Mileage [ ] d) Smoothness [ ]

12.Are you satisfied with the design of this product?

Yes [ ] No [ ]

13.Are you satisfied with the out look and style of this product?

Yes [ ] No [ ]

14.What are the other services would you prefer from this brand?

a) Product knowledge [ ] b) Door delivery [ ]

c) Monthly camp [ ]


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15.What is the relationship do you have with this brand?

a) Regular [ ] b) Occasional [ ]

c) Special [ ] d) Rare [ ]

16.What are your opinions about J K TYRES?

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Mayank Training File (1)