Predators Report

7/30/2019 Predators Report

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Dedicated

with regards to my

Parents


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ACKNOWLEDGEMENT

The project of such magnitude cannot be accomplished without the assistance

and co-operation of several people. Exchange of ideas generates a new object to

work in a better way. So, whenever a person is helped and co-operation by

others, his heart is bound to pay gratitude and is not merely formalities but an

expression of deep sense of gratitude and cumulative appreciation.

Now first and foremost, I feel highly obliged to Mr. R. K. Sharma, District

Manager: BIRLA Tyres Ltd. Hubli who got me placed for project training,

which had sent materials, according to my topic for execution in order to

perform the work for preparing this dissertation.

I would like to mention something special about my supervisor Mr. Vipin

Kumar, (Asst. Professor) L.N.Mishra College of Business Management, Hubli,

and making acknowledgement that without his kind co-operation, attention, wise

guidance and a regular feedback from me, my mission would not have been

fulfilled its milestone. I have not the desired word power to express my heartiest

gratitude regards reverence and indebtness to him.

I also acknowledge with a deep sense of reverence, my gratitude towards of my

parents and member of my family, who has always supported me morally as

well as economically.

[Md. Nishat Alam]


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PREFACE

As it is said ............"The theory without practice is lame and practice without

theory is blind." obviously the theory and practice are two facts of same coin, or

in other way theory and practices complementary and supplementary to each

other. And of course these two embody the real knowledge based on the

principle of coming by doing or in pursuit of knowledge these two have become

part and parcel.

This dissertation imparts a deductive and prescriptive discussion on the duly on

Sales Promotion (with reference to BIRLA Tyres Ltd. Marketing division,

Hubli) in comprehensible and concise way............ on the basis of the training,

which was done by me in BIRLA Tyres Ltd., Hubli. The report has been written

for main of organization study as well as the consumer, The whole study has

been done to a particular area i.e.Hubli.

My observation in BIRLA Tyres Ltd. was to treat main, who are the main Factor

of Production among man, machine, materials, money manufacturing technology

with respect and dignity and how the organization is organised .

It has been endeavor of BIRLA to strive for open channel communication to

keep the bellow member a best with organization values cultural system,

philosophy and procedures.

Reviews are being done time to time to make the organization good at all fronts

and where building an established carrier is felt with pretty pride.

[Md. Nishat Alam]


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CONTENTS

Guide Certificate

Acknowledgement

Preface

TOPIC Page No.

Introduction to the study

a) Objectives of the Study

b) Scope of the Study

c) Methodology of the Study

d) Limitation of the Study

Introduction to the Organization

a) History of the Organization

b) Financial Status of the Organization

c) Product Profile

e) Competitors of the Organization


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Organizational Structure of BIRLA Tyres Ltd. at

Hubli.

A Theoretical Aspect of Brand Image with respect to Price Leadership.

Data Analysis and Interpretation

Conclusions & Suggestions

Questionnaire

Bibliography


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Introduction to the study

a) Objectives of the Study

b) Scope of the Study

c) Methodology of the Study

d) Limitation of the Study


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Introduction to the Study

As a part of academic curriculums in partial fulfillment of"Bachelor of

Business Administration" the trainee has done this summer project in the

organization of BIRLA TYRES LTD. Hubli. The introduction as well as

completion of the study is STUDY OF BRAND IMAGE with respect to Price

Leadership for BIRLA L.C.V. & S.C.V Tyres, at Hubli.


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Methodology of study

During the entire study, methods were followed which were found to be most

important :-

i) Personal Discussion :-

A lot of information on the subject, which were well known to the

different departments and branches of the company, were prevalent.

Academic went to these depts. And branches together, these information

from their respective heads.

ii) Documentary Observations :-

Secondary sources like books, journals published and unpublished

materials from different departments of the company were consulted.

iii) Field Observation :-

During the training period I visited Hubli market being sent by BIRLA

Tyres Ltd. Hubli to observe how the marketing operations were being

performed there.


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The marketing strategies and operations are closely observed

for all these information I visited retailers dealers and as well as consumers to

assess the present market situation of the product of BIRLA TYRES LTD.


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INTRODUCTION TO THE ORGANIZATION


b) Financial Status of the Organization

c) Product Profile

d) Competitors of the Organization


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INTRODUCTION TO THE ORGANIZATION


BIRLA Tyres straddles the Indian tyre industry much like the Greek Sun God

BIRLA's four horse-drawn chariot races across the vast expanse of the sky,

symbolising the creation of light, hence knowledge and truth. And like the Greek

charioteer, BIRLA Tyres has stood the test of time on the four pillars of vision,

integrity, quality and sheer determination.

The history of BIRLA Tyres dates back to 1974 when it was incorporated as a

company in Cochin, Kerala through the purchase of a licence from the Ruby

Rubber Works. Cochin by Mr. Mathew T. Marattukalam, Jacob Thomas and his

associates. In 1976, the company was taken over by Dr. Raunaq Singh. BIRLA's

first manufacturing facility (often referred to as the 'mother plant') is in

Perambra, Cochin where production commenced in 1977 with an installed

capacity of 420,000 each of tyres and tubes.

The first 20 years of the company's existence were not easy. Those were times

when licences and quotas ruled the world of manufacturing in a market

dominated by multinational companies with access to technology and machinery

and deep pockets.

Therefore, soon after its inception, due to the huge investments required, BIRLA

wiped out its net worth and became a BIFR company during the Emergency

years. However, BIRLA Tyres was returned to its owners during the Janata

Government.

BIRLA then used to make the entire gamut of tyres required for scooters,

bicycles, trucks and cars. However, the then core team, led by Onkar Singh


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Kanwar, realized that to make an impact in the market and

become financially viable it had to become a dominant player in the commercial

vehicles segment. At the time, Modi Tyres had an overwhelming market share

and reputation. Extensive on-ground research by the team allowed it to

understand the areas in which BIRLA could make an impact.

The philosophy then was 'one product fits all', where regardless of the kind of

usage, the tyres truckers fitted on their vehicles were the same. Team BIRLA

decided to known as the 'overload' segment and produce tyres which could

withstand the extra load the vehicles were made to carry, while providing drivers

with the crucial safety net. It was a tyre called the Hercules which was the first

of its kind. Later, products like Amar, Loadstar and XT-7, XT-9 and XT-9 Gold

were introduced, products still enjoy consumer validation. In fact, XT-9 is the

only tyre in India to have sold more than one crore units, providing the

superiority of the product.

In later years, there have been many such first in BIRLA's cap. Apart from

enjoying the distinction of being the first tyre company to segment the market on

the basis of load and mileage requirements, it has been the first to introduce

packaging for car tyres and tubes and also the very first Indian company to

introduce farm radial tyres. n other innovative moves, BIRLA is the first tyre

company to run customer loyalty and awareness programmes to enable them to

derive optimal benefits from their BIRLA farm tyres, and also the first to launchexclusive rural retail stores 'BIRLA Tyre World' for truck tyres. BIRLA tyres

Ltd. has another first to its credit being the first Tyre Manufacturing Company

Worldwide to be certified for B7799 given for information security of IT

systems. Another landmark has been the successful implementation of SAP

across the organisation for better results and productivity.


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"People deliver innovation

Innovations deliver success

A few of the differences our people made"

First Indian tyre company to launch exclusive branded outlets -- BIRLA Tyre

World -- for truck tyres

First Indian tyre company to segment the market on the basis of load and

mileage requirements

First Indian tyre company to introduce packaging for car and two-wheeler tyres

and tubes

First Indian tyre company to run a customer loyalty programme

First Indian tyre company to introduce radial tyres for the farm category

First tyre company in India to obtain ISO Certification for all its operations

First Indian tyre company to produce H, V and W-speed rated tubeless tyres

First Indian tyre company to run HIV-AIDS awareness and prevention clinics

for the trucking community

First Indian tyre company to support the creation of an Emergency Medical

Service in an Indian city

First Indian tyre company to execute an overseas acquisition

First Indian tyre company to reach a revenue of over US$ 1 billion

1975 Inception


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1975 Registered as a company

1977 First plant commissioned in Perambra (Cochin, Kerala)

1991 Second plant commissioned in Limda (Baroda, Gujarat )

1995 Acquired Premier Tyres in Kalamassery (Cochin, Kerala)

1996 Exclusive tubes plant commissioned in Ranjangaon (Pune, Maharashtra)

2000 Exclusive radial capacity established in Limda

2000 Established BIRLA Tyres Health Care Clinic for HIV-AIDS awarenessand prevention in Sanjay Gandhi Transport Nagar, Delhi

2003 Expansion of passenger car radial capacity to 6,600 tyres/day

2004 Production of India 's first H-speed rated tubeless passenger car radial

tyres

2004 Support in setting up India 's first Emergency Medical Service in Baroda ,

Gujarat

2005 BIRLA Tyres Health Care Clinics in Udaipur in Rajasthan and Kanpur in

Uttar Pradesh

2006 Expansion of passenger car radial capacity to 10,000 tyres/day

2006 Expansion of passenger car range to include 4x4 and all-terrain tyres

2006 Acquired Dunlop Tyres International in South Africa and Zimbabwe

2006 Opening of BIRLA Tyres Health Care Clinic in Ukkadam, Tamil Nadu

2006 Launch of DuraTread, treading material and solutions

2006 Launch of India's first range of ultra-high performance V and W-speed

rated tyres


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2007 Launch of Regal truck and bus radial tyres

2007 Launch of DuraTyre, retreaded tyres from BIRLA

2007 Launch of the BIRLA Tennis Initiative and Mission 2018

The Future

At BIRLA Tyres, they believe in being in control of their destiny. They set

ambitious targets and believe in stretching themselves to outperform them.

Therefore, the leadership position in the Indian market notwithstanding, BIRLA

is now set to look overseas for new challenges. Nearly all initiatives being taken

at this point in time are geared to fuel this ambition.

At home and abroad, BIRLA is looking to not only consolidate its leadership

position in various segments through newer, high technology products but also

through consistent organic and inorganic growth opportunities, in tyres and

allied products. Becoming a leader in the passenger car tyre segment is a priority

as is the export of passenger car radials. If the company continues to grow at the

current pace, BIRLA expected to reach the US$1 billion mark in less than five

years. Continuous focus on cost control and operating efficiency remains the

hallmark of the company.

Adding to all this is the fact that radialisation in India is throwing up fresh

opportunities, as is the boom in road infrastructure and the completion of the

Golden Quadrilateral and the North-South-East-West corridor. Therefore the

future is optimistic with promises of a virtuous cycle of growth.


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BIRLA has three tyre manufacturing facilities and one unit

for the production of tubes and flaps in four locations based in West and South

India. BIRLA endeavour has been to have the widest spread of sales and

regional offices, along with stock points at locations which allow for maximum

customer reach and efficient supply chain management. BIRLA dealer or

business partners are also chosen with great care. BIRLA's products are sold

through a combination of outlets ranging from exclusive dealerships to multi-

brand and branded retail outlets.

The continuous upgradation of dealer knowledge is in BIRLA's interest and

therefore their training is undertaken by the company. With a dedicated field

sales, technical and commercial force of 600, we feel that we are best positioned

to meet the customer specific needs.


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Research and Development for BIRLA Tyres

The state-of-the-art Research & Development Centre had its birth at Perambra,

Cochin and later on, it has grown to a substantial height and stature at its present

location at Limda, Baroda. From the hour of inception, its goal has been to foster

development and promote the evolution of new technologies in the field of Tyre

Science & Technology. Recently company has tie ups with IIT's & IIM's for

Rubber Technologies.

All the activities of the centre are extensively supported by a series of highly

sophisticated equipment, which help the research scientists develop products as

per customers' specific requirements.

We have the facilities and expertise for:

Development of compounds for improved performance

Raw material development

Analytical research

Reverse engineering

Advanced design using CAD

FEA modeling of tyres

Simulation testing of the designed product

Product validity & reliability studies


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The different activities of the centre are being executed by a pool of specialists

from the arena of Polymer Science, Rubber Technology, Inorganic & Organic

Chemistry, Textile Technology, Physics and Mathematics. Through a synergistic

blend of knowledge, experience and hard work, this multidisciplinary team of

scientists are devoted to lead the organisation towards an outstanding level of

success. Currently, the centre is aiming for further growth and is exploring

unchartered areas of research in the field of Tyre Technology that will provide

BIRLA Tyres the edge in today's ultra-competitive global market scenario.


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(b) Financial Status of the Organization

OPERATING FINANCIAL HIGHLIGHTS


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(c) Product Profile

Delivers premium mileage with enhanced

comfort

Excellent traction in both wet and dry conditions

Strong steel belts stabilise tread for high

mileage

Technical Details

Ideal for moderate load applications

Excellent traction for both on/off-road

applications

Strong steel belt with flexible sidewall for longertyre life

Technical Details
http://www.apollotyres.com/our-products/popup/light-commercial-vehicle/duramile.aspxhttp://www.apollotyres.com/our-products/popup/light-commercial-vehicle/duramile.aspxhttp://www.apollotyres.com/our-products/popup/light-commercial-vehicle/rancer.aspxhttp://www.apollotyres.com/our-products/popup/light-commercial-vehicle/rancer.aspxhttp://www.apollotyres.com/our-products/popup/light-commercial-vehicle/rancer.aspxhttp://www.apollotyres.com/our-products/popup/light-commercial-vehicle/duramile.aspx


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Reinforced radial construction for long life

Light truck construction for moderate loads

Good traction on highway terrain

Technical Details

More tread rubber mass delivers high mileage

Dual-bead construction for heavy load

applications

Very strong casing allows higher load-carrying

and multiple retreads

Technical Details
http://www.apollotyres.com/our-products/popup/light-commercial-vehicle/amazer-xl-lt.aspxhttp://www.apollotyres.com/our-products/popup/light-commercial-vehicle/amazer-xl-lt.aspxhttp://www.apollotyres.com/our-products/popup/light-commercial-vehicle/milestar.aspxhttp://www.apollotyres.com/our-products/popup/light-commercial-vehicle/milestar.aspxhttp://www.apollotyres.com/our-products/popup/light-commercial-vehicle/milestar.aspxhttp://www.apollotyres.com/our-products/popup/light-commercial-vehicle/amazer-xl-lt.aspx


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Technical Details

Reinforced bead for better load-carrying capacity

Cap and base construction for higher mileage

Cooler-running tyre for improved life and

multiple retreads

Technical Details

special casing design with dual beads for heavy-

load applicationsOptimised shoulder mass ensures cooler

running and improved performance
http://www.apollotyres.com/our-products/popup/light-commercial-vehicle/loadstar.aspxhttp://www.apollotyres.com/our-products/popup/light-commercial-vehicle/loadstar.aspxhttp://www.apollotyres.com/our-products/popup/light-commercial-vehicle/xt-9-plus.aspxhttp://www.apollotyres.com/our-products/popup/light-commercial-vehicle/xt-9-plus.aspxhttp://www.apollotyres.com/our-products/popup/light-commercial-vehicle/xt-9-plus.aspxhttp://www.apollotyres.com/our-products/popup/light-commercial-vehicle/loadstar.aspx


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High mileage in normal load applications

Cooler-running tyre ensures long life and more

retreads

Technical Details

Extra deep tread with cooler running for high

mileage

Superior cut-resistant tread compound ensures

smooth wear and high casing value

Technical Details
http://www.apollotyres.com/our-products/popup/light-commercial-vehicle/champion.aspxhttp://www.apollotyres.com/our-products/popup/light-commercial-vehicle/champion.aspxhttp://www.apollotyres.com/our-products/popup/light-commercial-vehicle/amar-gold.aspxhttp://www.apollotyres.com/our-products/popup/light-commercial-vehicle/amar-gold.aspxhttp://www.apollotyres.com/our-products/popup/light-commercial-vehicle/amar-gold.aspxhttp://www.apollotyres.com/our-products/popup/light-commercial-vehicle/champion.aspx


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Superior cut-resistant tread compound ensures

longer life and maximum casing value

Stronger casing for high loads and multiple

retreads

Technical Details

Designed for highway applications with excellent

traction in wet and dry conditions

Provides good cornering and braking

Design material provides longer life and wear-

resistance

Technical Details
http://www.apollotyres.com/our-products/popup/light-commercial-vehicle/amar-dlx.aspxhttp://www.apollotyres.com/our-products/popup/light-commercial-vehicle/amar-dlx.aspxhttp://www.apollotyres.com/our-products/popup/light-commercial-vehicle/cargo-rib.aspxhttp://www.apollotyres.com/our-products/popup/light-commercial-vehicle/cargo-rib.aspxhttp://www.apollotyres.com/our-products/popup/light-commercial-vehicle/cargo-rib.aspxhttp://www.apollotyres.com/our-products/popup/light-commercial-vehicle/amar-dlx.aspx


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Excellent road grip and traction

Designed for strength

Reinforced casing and material ensures longer

life and multiple retreadability

Technical Details

Unique design provides extra power and

resistance to cuts and cracks

Reinforced casing for high retredability and high

mileage

Provides excellent road grip and traction

Technical Details
http://www.apollotyres.com/our-products/popup/light-commercial-vehicle/anchor.aspxhttp://www.apollotyres.com/our-products/popup/light-commercial-vehicle/anchor.aspxhttp://www.apollotyres.com/our-products/popup/light-commercial-vehicle/lr-84.aspxhttp://www.apollotyres.com/our-products/popup/light-commercial-vehicle/lr-84.aspxhttp://www.apollotyres.com/our-products/popup/light-commercial-vehicle/lr-84.aspxhttp://www.apollotyres.com/our-products/popup/light-commercial-vehicle/anchor.aspx


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Performs well on both-carrying capacity

Higher load-carrying capacity

Excellent casing for multiple retreads

Technical Details

Strong casing with stronger beads allows higher

load-carrying capacity

Cooler running ensures minimal failures

Strong carcass for multiple retreads

Technical Details
http://www.apollotyres.com/our-products/popup/light-commercial-vehicle/cargo-sl.aspxhttp://www.apollotyres.com/our-products/popup/light-commercial-vehicle/cargo-sl.aspxhttp://www.apollotyres.com/our-products/popup/light-commercial-vehicle/amar-dlx2.aspxhttp://www.apollotyres.com/our-products/popup/light-commercial-vehicle/amar-dlx2.aspxhttp://www.apollotyres.com/our-products/popup/light-commercial-vehicle/amar-dlx2.aspxhttp://www.apollotyres.com/our-products/popup/light-commercial-vehicle/cargo-sl.aspx


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LUG

Over Load Technology

Loadstar Super

Key Features :

Load capability

Cut Resistance

Low failures

Casing Value

Cargo :

Sand/Stone chips Marble/Granite

Ores/coal Steel & iron

Wood

Loadstar Super Gold

Key Features :

Load capability

Cut Resistance


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Low failures

Casing Value

Cargo :

Sand/Stone chips Marble/Granite

Ores/coal Steel & iron

Wood

Load & Mileage Technology

XT-7

Key Features :

Durable/Mileage

Load carrying capacity.

Less down time

Cut resistance

Casing value

Cargo :


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Cement Frozen food

Agri products Aluminium/ Copper

Auto spares Potatoes

Textiles

Range...

XT-7 Haulug

Key Features :

Durable/Mileage


Less down time

Cut resistance

Casing value

Cargo :

Cement Frozen food




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Textiles

XT-7 Gold

Key Features :

Durable/Mileage


Less down time

Cut resistance

Casing value

Cargo :

Cement Frozen food



Textiles


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Premium Mileage Technology

XT-9

Key Features :

High Mileage

Very Low failures

Casing Value

Retreadibility

Price

Cargo :

Veg & fruits FMCG Goods

White goods Paper goods

Sundry Cargo Sea Food

Chemicals/Fertilizers


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XT-9 Gold

Key Features :

High Mileage

Very Low failures

Casing Value

Retreadibility

Price

Cargo :






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Regular Mileage Technology

Champion

Key Features :

Optimum Mileage

Retreadability

Price

Cargo :

Vehicle carrier Parcel Services

Petroleum products LPG Cylinders

Live stock

Range...

Champion DXL


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Key Features :

Optimum Mileage

Economic in Price

Better Casing Value

Cargo :

Bus Passengers

Live & Stocks/Chicken

feeds/Chicken

Champion Gold

Key Features :

Optimum Mileage

Retreadability

Price

Cargo :


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Vehicle carrier Parcel Services

Petroleum

products LPG Cylinders

Live stock

RIB

Load & Mileage Technology

Amar

Low failures

Durable/Mileage

Cut resistance

Casing value

Cargo



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Amar Deluxe

Low failures

Durable/Mileage

Cut resistance

Casing value

Cargo






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Premium Mileage Technology

Amar Gold

Low failures

Durable/Mileage

Cut resistance

Casing value

Cargo






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Regular Mileage Technology

Amar AT Rib

Low failures

Durable/Mileage

Cut resistance

Casing value

Cargo






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(d) Competitors of the Organization

List of competitors

CEATMRF

DUNLOP

BRIDGESTONE

J.K.Tyre

BIRLAGOODYEAR

OTHERS


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ORGANIZATIONAL STRUCTURE OF BIRLA Tyres Ltd.

ORGANIZATIONAL STRUCTURE OF BIRLA Tyres Ltd.

(Head, Zonal Heads and Divisional Heads)


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ChiefIndianOperations

Chief

Projects

ChiefStrat

egy

&

BusinessOperations

Chief

GroupAdvisory

Services

Chief

Research

&

Technolo

gy

Chief

Financial

Officer

Manager

Corporate

Relations

Chief

Marketing

Chief

Corporate

Affairs

Div.Head

Quality

Chief

H

R

HeadIT

Head

Internal

Audit

UnitHead

LimdaPlant

UnitHead

PunePlant

Head

Purchase

UnitHead

KeralaFactories

ChiefExecutiveOfficer

ChiefOperatingOfficer


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NATIONAL SALES ORGANIZATION CHART

IT

NSH

DIV.M

SM

RM

DM

ZM

DCI

NCH

RCI

ZCM

SCI

DCM

JCO

NTH

TE/PSEDM

STSMRM/SM

RTSM


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A THEORETICAL ASPECT OF BRAND IMAGE WITH

RESPECT TO PRICE LEADERSHIP


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A THEORETICAL ASPECT OF BRAND

IMAGE WITH RESPECT TO PRICE LEADERSHIP

A brand is a collection of images and ideas representing an economic producer;

more specifically, it refers to the descriptive verbal attributes and concrete

symbols such as a name, logo, slogan, and design scheme that convey the

essence of a company, product or service. Brand recognition and other reactions

are created by the accumulation of experiences with the specific product or

service, both directly relating to its use, and through the influence of advertising,

design, and media commentary. A brand is a symbolic embodiment of all the

information connected to a company, product or service. A brand serves to

create associations and expectations among products made by a producer. A

brand often includes an explicit logo, fonts, color schemes, symbols and sound

which may be developed to represent implicit values, ideas, and even

personality. The key objective is to create a relationship of trust.

The brand, and "branding" and brand equity have become increasingly important

components of culture and the economy, now being described as "cultural

accessories and personal philosophies".

In non-commercial contexts, the marketing of entities which supply ideas or

promises rather than product and services (e.g. political parties or religious

organizations) may also be known as "branding".


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Concepts

Some marketers distinguish the psychological aspect of a brand from the

experiential aspect. The experiential aspect consists of the sum of all points of

contact with the brand and is known as the brand experience. The

psychological aspect, sometimes referred to as the brand image, is a symbolic

construct created within the minds of people and consists of all the information

and expectations associated with a product or service.

Marketers engaged in branding seek to develop or align the expectations behind

the brand experience (see also brand promise), creating the impression that a

brand associated with a product or service has certain qualities or characteristics

that make it special or unique. A brand is therefore one of the most valuable

elements in an advertising theme, as it demonstrates what the brand owner is

able to offer in the marketplace. The art of creating and maintaining a brand is

called brand management. This approach works not only for consumer goods

B2C (Business-to-Consumer), but also for B2B (Business-to-Business), see

Philip Kotler & Waldemar Pfoertsch.

A brand which is widely known in the marketplace acquires brand recognition.

When brand recognition builds up to a point where a brand enjoys a critical mass

of positive sentiment in the marketplace, it is said to have achieved brand

franchise. One goal in brand recognition is the identification of a brand without

the name of the company present. For example, Disney has been successful at

branding with their particular script font (originally created for Walt Disney's

"signature" logo), which it used in the logo.


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Consumers may look on branding as an important value

added aspect of products or services, as it often serves to denote a certain

attractive quality or characteristic (see also brand promise). From the perspective

of brand owners, branded products or services also command higher prices.

Where two products resemble each other, but one of the products has no

associated branding (such as a generic, store-branded product), people may often

select the more expensive branded product on the basis of the quality of the

brand or the reputation of the brand owner.

Brand name

The brand name is often used interchangeably with "brand", although it is more

correctly used to specifically denote written or spoken linguistic elements of a

brand. In this context a "brand name" constitutes a type of trademark, if the

brand name exclusively identifies the brand owner as the commercial source of

products or services. A brand owner may seek to protect proprietary rights in

relation to a brand name through trademark registration. Advertising

spokespersons have also become part of some brands, for example: Mr. Whipple

of Charmin toilet tissue and Tony the Tiger of Kellogg's.

The act of associating a product or service with a brand has become part of pop

culture. Most products have some kind of brand identity, from common table

salt to designer clothes.

Brand identity

How the brand owner wants the consumer to perceive the brand - and by

extension the branded company, organisation, product or service. The brand


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owner will seek to bridge the gap between the brand image

and the brand identity.[2]Brand identity is fundamental to consumer recognition

and symbolizes the brand's differentiation from competitors.

Brand identity may be defined as simply the outward expression of the brand,

such as name and visual appearance.[3]Some practitioners however define brand

identity as not only outward expression (or physical facet), but also in terms of

the values a brand carries in the eye of the consumer. In 1992 Jean-Noel

Kapferer developed the Brand Identity Prism, which charts the brand identity

along a constructed source and constructed receiver axis, with externalization on

the one side and internalization on the other. On the externalization side brand

identity consists of "physical facet", "relationship" and "reflected consumer". On

the internalization side brand identity consists of "personality", "culture

(values)" and "consumer mentalisation". In this respect Kapferer positions brand

personality as one factor within brand identity.

Brand personality

Brand personality is the attribution of human personality traits to a brand as a

way to achieve differentiation. Such brand personality traits may include

seriousness, warmth, or imagination. Brand personality is usually built through

long-term marketing, as well as packaging and graphics.

Brand promise

Brand promise is a statement from the brand owner to customers, which

identifies what consumers should expect from all interactions with the brand.

Interactions may include employees, representatives, actual service or product
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quality or performance, communication etc. The brand

promise is often strongly associated with the brand owner's name and/or logo.

Brand value

Brand equity or brand value measures the total value of the brand to the brand

owner, and reflects the extent of brand franchise.

A brand can be an intangible asset, used by analysts to rationalize the difference

between a company's "book value" and market value. For example, the market

value of a company can far exceed its tangible assets (physical assets owned by

the company, such as stock or machinery), and its brand value can account for

some ofthe difference. Up to 85 percent of a companys market value might be

intangible (for example know-how, existing client relationships), and Interbrand,

a brand consultancy, states that tangible assets may account for less than five

percent of a companys market value.

Brand value, especially in the case of consumer product brands, may arise out of

customer loyalty. Brand value may also arise in terms of staff retention benefits

(e.g. the ability of the company to attract and retain skilled and/or talented

employees offering competitive salaries).

Campaigning groups may deliberately target a companys brand value to force a

company into adopting a certain position or practices. Some campaign groups

have thought to do this by deliberately subverting a brands image, logo or


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message, creating a negative association among consumers.

This attack may be visual, as pioneered by groups such as Adbusters, or focusing

on the message.

Brand monopoly

In economic terms the "brand" is, in effect, a device to create a "monopoly"

or at least some form of "imperfect competition" so that the brand owner can

obtain some of the benefits which accrue to a monopoly or unique point of sale,

particularly those related to decreased price competition. In this context, most

"branding" is established by promotional means. However, there is also a legal

dimension, for it is essential that the brand names and trademarks are protected

by all means available.

In all these contexts, retailers' "own label" brands can be just as powerful. The

"brand", whatever its derivation, is a very important investment for any

organization

Branding policies

There are a number of possible policies:

Company name

Often, especially in the industrial sector, it is just the company's name which is

promoted (leading to one of the most powerful statements of "branding"; the

saying, before the company's downgrading,).


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In this case a very strong brand name (or company name) is made the vehicle for

a range of products or even a range of subsidiary brands.

Individual branding

Individual branding, also called multibranding, is the marketing strategy of

giving each product in a product portfolio its own unique brand name.

This is contrasted with family branding in which the products in a product

line are given the same brand name. The advantage of individual

branding is that each product has a self image and identity that's unique.

This facilitates the positioning process. That means that there are less

Halo-effects and one can position all products differently without making

trade-offs.

Attitude branding

Attitude branding is the choice to represent a larger feeling, which is not

necessarily connected with the product or consumption of the product at all.

Marketing labeled as attitude branding include that of Nike, Starbucks, The

Body Shop, Safeway, and Apple Computer. In the 2000 book, No Logo, attitude

branding is described by Naomi Klein as a "fetish strategy".

"No-brand" branding

Recently a number of companies have successfully pursued "No-Brand"

strategies, examples include the Japanese company Muji, which means "No

label, quality goods" in English. Although there is a distinct Muji brand, Muji


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products are not branded. This no-brand strategy means that

little is spent on advertisement or classical marketing and Muji's success is

attributed to the word-of-mouth, a simple shopping experience and the anti-

brand movement. Other brands which are thought to follow a no-brand strategy

like Muji, does not brand its products.

Derived brands

In this case the supplier of a key component, used by a number of suppliers of

the end-product, may wish to guarantee its own position by promoting that

component as a brand in its own right.

Brand development

In terms of existing products, brands may be developed in a number of ways:

Brand extension

The existing strong brand name can be used as a vehicle for new or modified

products; for example, many fashion and designer companies extended brands

into fragrances, shoes and accessories, home textile, home decor, luggage, (sun-)

glasses, furniture, hotels, etc.

Multi-brands

Alternatively, in a market that is fragmented amongst a number of brands asupplier can choose deliberately to launch totally new brands in apparent


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competition with its own existing strong brand (and often

with identical product characteristics); simply to soak up some of the share of

the market which will in any case go to minor brands. The rationale is that

having 3 out of 12 brands in such a market will give a greater overall share than

having 1 out of 10 (even if much of the share of these new brands is taken from

the existing one). In its most extreme manifestation, a supplier pioneering a new

market which it believes will be particularly attractive may choose immediately

to launch a second brand in competition with its first, in order to pre-empt others

entering the market.

Individual brand names naturally allow greater flexibility by permitting a variety

of different products, of differing quality, to be sold without confusing the

consumer's perception of what business the company is in or diluting higher

quality products.

Once again, Procter & Gamble is a leading exponent of this philosophy, running

as many as ten detergent brands in the US market. This also increases the total

number of "facings" it receives on supermarket shelves. Sara Lee, on the other

hand, uses it to keep the very different parts of the business separate from

Sara Lee cakes through Kiwi polishes to L'Eggs pantyhose.

Small business brands

Branding a small or medium sized business (SME) follows essentially the same

principle a branding larger corporation. The main differences being that small

businesses usually have a smaller market and have less reach than larger brands.

Some people argue that it is not possible to brand a small business, however


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there are many examples of small businesses that became

very successful due to branding.

Own brands and generics

With the emergence of strong retailers the "own brand", a retailer's own branded

product (or service), also emerged as a major factor in the marketplace. Where

the retailer has a particularly strong this "own brand" may be able to compete

against even the strongest brand leaders, and may outperform those products that

are not otherwise strongly branded.

Concerns were raised that such "own brands" might displace all other brands,

but the evidence is that at least in supermarkets and department stores

consumers generally expect to see on display something over 50 per cent (and

preferably over 60 per cent) of brands other than those of the retailer.

The strength of the retailers has, perhaps, been seen more in the pressure they

have been able to exert on the owners of even the strongest brands (and in

particular on the owners of the weaker third and fourth brands). Relationship

marketing has been applied most often to meet the wishes of such large

customers (and indeed has been demanded by them as recognition of their

buying power). Some of the more active marketers have now also switched to

'category marketing' - in which they take into account all the needs of a retailer

in a product category rather than more narrowly focusing on their own brand.


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At the same time, probably as an outgrowth of consumerism,

"generic" (that is, effectively unbranded goods) have also emerged. These made

a positive virtue of saving the cost of almost all marketing activities;

emphasizing the lack of advertising and, especially, the plain packaging (which

was, however, often simply a vehicle for a different kind of image)..

**********


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DATA ANALYSIS AND INTERPRETATION


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DATA ANALYSIS AND INTERPRETATION

Due to rapid changes in Technology, Competitor and Consumer preferences a

company can not to stick solely with its existing products and services.

Customers want the new and improved product that comes about competitor. A

company may obtain new product development in company's own research and

development. To serve this purpose "BIRLA Tyres" has Research and

development department which develops new products as per the demand of the

market. To improvise this products or services they collects information from

the research person about their competitors products.

BIRLA Tyres is the largest tyre manufacturing company in India. It provides

good tyres to their customers.

My extensive survey is based on questionnaire having closed ended questions

given by the organization "BIRLA Tyres". During conducting survey views of

the customers who have heavy motor vehicle presently. The sample size was 65

from the Vehicle owner, and large number of fitment survey. Main view was

given to know the satisfaction/dissatisfaction of the customer who are presentlyusing Tyres from their existing company as well as what is their main

expectation from BIRLA Tyres.


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QUESTIONNAIR BASED FEEDBACK

1. Which Brand of Tyres you use in Lug Pattern ?

Company Name No. of Respondents

BIRLA 60

MRF 50

J.K. 35

Ceat 25

Birla 20

Others 10


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Brand of Tyres you use in Lug Pattern

29%

25%18%

13%

10% 5%

Apollo MRF J.K. Ceat Birla Others


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2. Which Brand you use in RIB Pattern ?

Company Name No. of Respondents

BIRLA 60

MRF 50

J.K. 35

Ceat 25

Birla 20

Others 10


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Brand of Tyres you use in Rib Pattern

29%

25%18%

13%

10%5%

Apollo MRF J.K. Ceat Birla Others


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3. In case of BIRLA, rank the following ?

Company Name Ranking Percentage

Quality 1 52%

Mileage 2 25%

Retred ability 3 10%

Claim Settlement 4 8%

Price 5 5%


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4. In case of other Brand what is the reason for choosing

other brand ?

Reason No. of Respondents

Price Sensitivity 65

Mileage 55

Service (after sale) 45


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In case of other Brand what is the reason for

choosing other brand

32%

27%

23%

18%

Price Sensitivity

Mileage

Service (after sale)

Credit


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5. Have you heard 2 days "Claim Samadhan" by BIRLA

?

No. of Respondents

yes 150

No 50


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6. Your Purchase on :

No. of Respondents

Cash 50

Credit 50

Both 100

Your Purchase on

25%

25%

50%

Cash

Credit

Both


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7. Does Company's Dealer help in choosing the Brand as

per your requirement ?

No. of Respondents

Yes 50

No 100

Both 50

Company's Dealer help in choosing the Brand

25%

50%

25%

Yes

No

Both


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8. Following table shows Market share of different company in Muzaffarpur.

Company Name Sales Tyres %

BIRLA 104 52%

MRF 50 25%

J.K. 20 10%

Ceat 16 8%

Birla 10 5%

Total 200 100%


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Market share of different company in Muzaffarpur

52%

10%

25%

5% 8%

Apollo J.K. MRF Birla Ceat


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MARKET SHARE OF AS PER FITTMENT

SURVEY

Company Name Fitted Tyres % Share

BIRLA 200 50%

MRF 98 24.50%

J.K. 35 8.75%

Ceat 19 5%

Birla 18 4.50%

Other 30 7.50%

Total 400 100%


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MARKET SHARE AS PER FITTMENT

SURVEYINLOCAL MARKET FOR LUG

Company Name LUG % Share in lug tyres

BIRLA 100 50%

MRF 50 25%

J.K. 20 10%

Ceat 10 5%

Birla 10 5%

Other 10 5%

Total 200 100%


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MARKET SHARE AS PER FITTMENT

SURVEYINLOCAL MARKET FOR RIB TYRE

Company Name RIB % Share in lug tyres

BIRLA 100 50%

MRF 48 24%

J.K. 15 7.5%

Ceat 9 4.5%

Birla 8 4%

Other 20 10%

Total 200 100%


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Conclusion & Suggestions

References

Appendices


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Conclusion & Suggestions

Conclusion

After conducting six weeks survey at Muzaffarpur I have reached these

conclusion.

BIRLA tyre is the market leader in the LCV&SCV segment followed by

MRF, J.K., Birls, Ceat.

BIRLA Tyres brand XT-7 and Amar are market leader at Muzaffarpur

Urban and Rural Area.

XT-7 is Lug tyres and Amar RIB tyres, Most of the customers are

satisfied with the performance of both tyres.

Appox 70% customers have positive and 30% customers have negative

attitude in support of preference of BIRLA tyre at Muzaffarpur.

Customer's awareness level is better at Muzaffarpur area.

BIRLA tyres is the first tyre company which has launched new scheme to

solve the claim within 2 days.

Most of the customers are unsatisfied with this scheme. Because dealers

do not provide them this type of facility at their disposal.


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Suggestions :-

The suggestions from the consumers to the tyre company are following.

Some consumer are unsatisfied with the price because competitors

product price are less than BIRLA, So company should pay attention in their

mind on price.

Company should provide more mileage of tyres because overloading has

been imposed by the government.

Company should provide credit facility because customer demands this

type of facility.

The problem of BIRLA consumers are lack of adequate promotional

schemes. Dealers don't provide adequate information in the support of the

BIRLA brands. They see their margin of profit alone.

Some schemes should be provided by company. It is good technique for

sales promotions.

Company should give special attention after sales service of their

customers.


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REFERENCES

Marketing Management - Kotler Philip

Statistical Investigation - Gupta B.N.

Monitoring the competition - Leonard. M. Fuld

Consumer behavior and action - Assel Henry

Magazines and Reports

Business World

Business India

Advertising Marketing

www.BIRLAtyres.com


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Questionnaire

(1) Name of respondent: ......................................................................

(2) Address : ..............................................................................................

..............................................................................................................

(3) Contact No. : .......................................................................................

(4) How many vehicle you have (LCV/SCV) ?

(a) 1 (b) 2 (c) 3

(d) 4 (e) above 4

(5) Which Brand of tyres you use in Lug Pattern ?

(a) BIRLA (b) MRF (c) J.K.

(d) Ceat (e) Birla (f) Others

(6) Which Brand you use in Rib Pattern ?

(a) BIRLA (b) MRF (c) J.K.

(d) Ceat (e) Birla

(7) In case of BIRLA, rank the following according to priority :-

a) Mileage ............................

b) Price ............................

c) Quality ............................

d) Retread ability .........................


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e) Claim Settlement .....................

(8) In case other brand what is the co region for choosing other brand

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

c) ....................................... d) .......................................

(9) Have you heard 2 days "Claim Settlement" by BIRLA.

(a) Yes (b) No

(10) Your Purchase on :

a) Cash b) Credit c) Both

(11) Does Company's Dealer help in choosing the Brand as per yourrequirement?

(a) Yes (b) No

(12) In case of not using BIRLA Brand reason for it.

a)

b)

Documents

Predators Report