12

In todays world of intense competition and rapid dynamism, all the companies worldwide
are tuning their focuses on the customer. Suddenly, the customer had succeeded in capturing
all the attention of the companies towards him, so much so, that the once famous maxim,
customer is the god has become so true and relevant today. There has been a paradigm
shift in the thinking of these companies and none other then the customer has brought this
about. Earlier there was a sellers market, since goods and services were in short supply and
the sellers use to call the shots. But ever since the advent of the era of globalization there has
been total transformation in the way the customers being perceived. Today, marketers are
directing their efforts in retaining the customers and customers base. Their focus has shifted
towards integrating the three elements people, service and marketing.
The customers importance has assumed imponderable proportions in todays world, because
of the inherent value that the customers command. A customers can make or break a
company. It is the responsibility of every company to see that all its customers are equally
satisfied with them, for one single dissatisfied customer will tell at least nine others about the
dissatisfaction and will spark off a chain reaction and spell doom for that company. In such
scenario, retention of the existing customers assumes diabolical proportion. Research has
thrown light on some important aspects of customers retention it has been proved empirically
that acquiring new customers can cost five times more than the cost involved in satisfying
and retaining current customers.
In the past, the customers was taken for a ride, as there were not many players in the fields,
not much importance was attached to product safety, quality, service and product appeal.
The attitude of the manufacture was that of caveat emptor. Thanks to the government
policies on liberalization, globalization and privatization (LPG), the market scenario has
changed today. Today, the customer has a host of defense mechanism like the customers
protection laws, regulation of the government, the powerful hands of the organization,
customers courts, switching to substitute or competitors that offer at competitive prices, etc.
The maxim, caveat emptor has been replaced by caveat venditor.
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12

PROJECT OBJECTIVES
To know the market size of Birla Tyres.
To find out the reasons of preference of Birla Tyres.

To find out what other services customers want from Birla

Tyres.
To

find

the

providing

best

customers

services.
To

understand

the

consumer

behavior

and

perception

about

ApolloTyres
To compare the performance of major market player with respect to
their 4 Ps.
To determine the positioning strategy.
To assess the relative competitive position of Apollotyres in the
minds of the consumer and
dealers .

12

12

1. Survey represent only Balasore (ORISSA) market position:- Because this

survey is conducted in Balasore. So we cannot imagine through it nation level market
position of Birla tyre.

2. Non respondent:- In this survey many respondent are included which give no idea
according our survey objective .

3. Sample size is limited:- In this survey I have only taken 200 Trucks and 100 Four
wheeler as sample size. The conclusion is find out through this sample size. So it does not
represent all market.

4. Time is limited:- This survey is done within 6 to 7 week, so it may be possible that
some aspect may be left.

5. Falls information:- In this survey we cannot say that every information correct
because many respondent gives falls information it may more positive or negative.

6. Financial problem:- Money play very important role in any work in this survey there
is also effect of finance because I have limited finance.

12

12

Birla Tyres entered the Indian tyres market in 1991. The manufacturing

facilities are

located at Balasore in Orissa. In ten years of operation, it has scaled new heights of
productivity. The initial capacity of 1million tyres per annum has since been enhanced to 1.5
million tyres per annum. The new millennium saw it roll out high performance Steel Belted
Car and L.C.V. radials, using state-of-the-art machines with the latest technology from the
world famous Pirelli of Italy. The continuous quest for excellence saw the Birla Tyres team
add many feathers to its cap. It has received ISO 9001, ISO 14000 and QS 9000 .certification.
The B K Birla Group of Companies, with its diverse businesses and widespread locations, has
a judicious blend of the traditional heritage of entrepreneurship and sound professionalism.
The name 'Birla' holds different connotations for different people. A name that has gone
beyond stock markets and balance sheets to become a major shareholder of millions of Indian
hearts.

12

Corporate profile

Birla Tyres was set up to manufacture automobile Tyres, Tubes and Flaps in the district of
Balasore, Orissa and started commercial production with effect from March 01 1992.

The

plant was set up in technical collaboration with Pirelli Ltd, UK, a subsidiary of the
international giant Pirelli group of Italy. They are one of the largest manufactures of tyres in
the world. The technical collaboration envisaged supply of all the technical documentation,
basic engineering, expert assistance during commissioning and subsequent production in the
plant. The plant is equipped with the best and latest machinery from around the world. It has
equipment from world leaders of tyre machinery manufacturers such as Berstroff (Germany),
C.A. Litzler(U.S.A.), Comerio (Italy), Pirelli (Italy), Mitsubishi (Japan), Spadone (U.S.A.).
Important Indian companies which have supplied equipment's include L&T. Mc Neil, Farrel
Anand, Alfred Herbert etc. A team of experienced personnel from Tyre Industry and dynamic
team of young qualified engineers, totalling 350 in numbers, hand in hand with a trained and
skilled labour force, of approximately 1600 person, have enabled the company to achieve
optimal capacity utilisation within a record time. This backed with an experience and highly
motivated Sales Forces along with 5 Regional Offices, 74 Depots and more than 2000
dealers, has helped Birla Tyres achieve the status of the most efficiently run tyre company in
the country. With an installed capacity of 1.50 million Tyres, Tubes and Flaps per year and
supported by effective design and development activities, today Birla Tyres, is the producer
of premium quality truck, rear tractor, light truck, passenger bias and passenger radial Tyres,
Tubes and Flaps. Approximately 30% of its production is being exported to 43 countries.
It is the only tyre plant in India to be ISO 9001, QS 9000, ISO 14001 certified along with
having bagged the TPM Excellence Award 1sCategoryform Japan Institute of Plant
Maintenance. An unrelenting pursuit of excellence has been the hallmark of the group -a US
$1.2 billion conglomerate encompassing diverse businesses in varied industries like textiles,
cement, chemicals, rayon, tyres, ply boards, plantations, education, horticulture, shipping, airtaxi, electricals, spunpipes, refractories.
12

12

Domestic
We manufacture a large variety of tyres that serve the needs of urban and rural users. We
address a variety of segments ranging from the owners of latest generation cars to
commercial vehicles extending to the agricultural segment.
We produce tyres in LUG, SEMI LUG, & RIB pattern for various segments of the Indian
Road Transport. LUG production is taken up depending on the application and usage namely
road conditions, loading patterns, vehicle tyres, etc. Out of our total production approx 68%
is Truck tyres and balance 32% Non-truck tyres. Birla Tyre enjoys the status of a preferred
OEM for supplying tyres to Tata Motors, providing JIT (Just in Time) services, contributing
to their business bottom line. We also serve State Transport Units all across the country with a
wide range of tyres. The various transport corporations we serve are NBSTC, SBSTC, CTC,
Maharashtra STC, Karnataka STC, 21 units in Tamil Nadu, BEST, Himachal STC, Pepsu,
Punjab Roadways, Pune Municipal Transport, Rajasthan STC, MPSTC, Chandigarh STC,
J&K STC, Haryana STC, etc.

Exports
We have also carved a niche for ourselves in the international arena. About 30% of the total
production is currently being exported to 43 countries across the globe. We have registered an
export growth of 18% during 2002-03 and its products are well accepted in domestic and
export markets. We export 30% of its production against the industries average of 20% to
more than 43 countries namely Bangladesh, Vietnam, Middle East, Africa, Philippines,
Afghanistan, South Africa, North America, etc. By offering quality products backed by
12

aggressive marketing policies based on customer need and requirement and converting it into
performance standard for the company.

12

The 21st Century Atlas

Atlas, The Titan-Collective Strength of the Group

This symbol, as a whole, represents the collective strength of the Group. The astute and
dynamic management, which binds the Group together and gives it leadership and direction,
is personified in the figure of Atlas. A pillar of strength, Atlas also stands for steadfastness,
consistency and reliability.

The Sun-Enlightenment and Growth:

The head of the Atlas also represents the Sun. In this context, the Sun stands for a luminous
and powerful presence that the Group has over the industrial arena on one hand, and
resourcefulness in items of finance technological skill and intellectual leadership on the other.

12

Earth Segments- Diversified Activities:

Each latitude around the Titan represents the different industries or activities that constitute
the Group. They individually draw and give strength and support to the central figure of
Atlas.

The Globe-Global Vision

The Groups global vision and presence are visually inherent in the figure of the Earth.

The Base-Solid Foundations:

The strength of the entire edifice depends upon the strength of the foundation embedded in
the bedrock, represented here by the Group Name.

12

Symmetry and Balance- Resilience, Versatility and Stability:

The overall design, balance and harmonious blend of all elements, add
up to a well-conceptualized industrial conglomerate.

Vision statement
" Birla Tyres shall strive to grow in select businesses and
will be driven by a commitment to continuously improve
customer and other stake holders satisfaction with
leadership in cost effectiveness."

Birla Tyres Quality Policies

Quality Policy
We, at Birla Tyres, are committed to continuously deliver the best value for money to our
customers and maintain cost leadership.
To achieve this, we shall:
Continuously monitor and improve customer satisfaction.
Ensure strategic growth in the truck tyre business.
Deliver an optimum product mix to truck tyre market.
Strive to be cost effective in all aspects.
Enhance knowledge, skill and involvement of employees.
Build strong partnerships with suppliers.
Be a socially responsible and environment-friendly company.
12

S.H.E. (Safety, Health & Environment) Policy

We, at Birla Tyres, are committed to ensure a healthy & safe environment and improved
working conditions, by minimising adverse effects of our process and activities
In order to attain this, we shall :
Continuously monitor and improve the work conditions and performance related to
safety, health and environment.
Ensure compliance with all requirements of social accountability standard and
applicable national and other laws related to
work conditions, safety, health and environment;
Respect the principles of internationals instruments related to work conditions.
Ensure efficient use and conservation of resources by effective management practices
and technological measures to prevent
pollution and minimise health & safety hazards;
Adequately train all employees on health , safety, environment and social
accountability issues.

T.P.M. Policy
We, the members of Birla Tyres family, in our continuous pursuit for excellence and customer
satisfaction are committed to achieve optimal utilisation of our resources on a company wide
basis by:
Striving for zero accidents, zero defects and zero down time.
Enhancing individual skills.
Total involvement through promotion of small group activities.
Creating a healthy and safe environment.
12

Technology

Start-up:
The plant was set up in Technical collaboration with Pirelli Ltd, U.K. a subsidiary of
international giant Pirelli group of Italy. They are one of the largest manufacturers of tyres in
the world. The collaboration envisages supply of all the technical documentation, basic
engineering, expert assistance during commissioning and subsequent production in the
plant.The technical collaboration agreement expired on 18th May 1997.

12

R&D Laboratory:
Birla Tyres' R& D Laboratory is equipped with the most advanced equipments to assure the
quality of raw materials used in tyres and also the quality of the semi-processed products at
different stages of processing. Continuous upgradation of bias technology is carried out to
meet the everchanging demands of the market.

Facilities:
Birla Tyres launched its Steel Belted Radial Tyre range, in January 2000, manufacturing
world class high quality and high speed category tyres. Birla Tyres has very sophisticated
production machineries like: Steelastic Machines for right Steel Belt pack, 1st and 2nd stage
tyre building machines, supplied by Pirelli. Segmented moulds for ensuring high quality and
12

uniformity of tyres. For ensuring world class performance of the Steel Belted Radials, Birla
Tyres has installed the most modern testing equipments.

TESTING
Product Development, Manufacturing & Performance Testing
Facilities at Birla Tyres, Balasore Factory.

Uniformity testing:
It measures the force variation both in radial and lateral direction which
is the prime consideration for vehicle stability and riding comfort at high
speed for the new generation tyres.

12

Universal X-ray checking machine:

Keeping in mind that even a minor flaw in a tyre made for high speed
applications can be detrimental in service, every tyre is x-rayed before
releasing it in the market.

Tyre Testing Machine (TTM-3):

This machine can test the performance of a tyre at speeds as high as
260 Kmph.

12

Steel Belted Radials

12

Constructional Features
Square footprint developed, using Grid Analysis, for excellent mileage and better road
grip on all surfaces.
Multi-layered nylon overlay beneath the tread surface for long-lasting protection to
Steel belt.
Right Steel Belt pack for high-speed performance.
Casting geometry specially developed, using sophisticated FEA (Finite Element
Analysis) package, for better grip and maneuverability.
Reinforced, tapered, bead contour combined with supple sidewall for maximum riding
comfort at all speed.

Tread Pattern Features

Sonic pitch configuration for quieter running.
Strong shoulder blocks for excellent cornering capability and dry traction.
Wide and angled radial grooves for quicker water drainage on wet roads.
Larger footprint area for maximum mileage and better road grip.
Straight, deep and wider channels for excellent resistance to aqua planning on wet
roads, even at higher speed.

12

ULTRA GRIP (14.00-25)

The Ultra Grip Tyres are constructed for wider rims and provides superior floatation under all
conditions.

Advantages
Greater tread width and lower pressure combine to reduce bruising and cutting by
increasing weight distribution and increasing tyre to ground contact.
Heavy angled lugs for forward and backward traction and rough or soft surface
traction.
Thick driving bars and shoulders of extra tough, cut resisting compounds protect
against cutting hazards.

LOADER MAX (16.9-28)

The Loader Max tyres are designed for multi-purpose use on any terrain for front-end
loaders, dozers, and military usage meeting the need of good traction for big loads in soft,
muddy & slippery conditions.

12

Advantages
Offers maximum two-way, non-skid traction hard pulling and long wearing. Angled
bars down the sidewall take a driving grip on soft surfaces.
Tapered bead construction seats tyre firmly on rim- eliminates tyre slippage caused by
lower air pressure in grader tyres.

GRADER MAX (13.00-24 / 14.00-24)

Built for units operating on highway soft earth, sand, mud & dirt. Particularly well suited for
machinery engaged in grading embankments/ contour banking and deep drainage.

Advantages
Full depth of non-skid in the wide tapered bars open center pattern perform the tyre to
dig in deep for strong pull in soft surfaces, i.e., outstanding traction & lugs / bars
stability.
Separated tread bars are tapered and angled to force mud and dirt out at each wheel
turn, thus freeing bar for next bite.

12

KALAPATHAR (12.00-24)
Regular type tread designed for haulage/slow speed service in mining & logging operations.

Advantages
Specially compounded rubber for operating on rock, coal & earth, resists cutting,
wearing as well as overheating.
It has strong traction due to large surface contact with the ground.
Tread reinforcing bar to strengthen & stabilize tread.

12

Strategic thinking is key to the evolution of successful marketing strategies of BIRLA

12

TYRES. This involves the following analyses:

(a)

Understanding markets: Strategic perspective of the market requires

skilful analysis of the trend and how they affect the market size and demand for the
firms product.
(b)

Finding market niches: Price, service, convenience and technology

are some of the niches in Indian market.

(c) Product and service planning: Analysis of the customers promotion of
the brand, both of the firm and competitors, besides an analysis of the situation in which
the customer uses the product.
(i) Distribution: Structural changes in inventory management, mobile distribution
are
Some of the key factors that are going to affect the distribution process in the market.
(ii) Managing for result: With pressure on costs, prices, and margins,
marketers
will have to make effective utilization of every rupee spent in marketing.

Market opportunity of BIRLA TYRES:Identification of market opportunity is critical before the management of affirm takes a
decision to launch or diversify in any product area. This involves analysis of the following:
Size of the market
Marketing strategies and the extent and quality of services rendered by other firm in
The industry.
Market programmed required to satisfy market wants
Identification of key success factors in an industry and linking them to a firms
strengths and weakness.

12

Market opportunity
(a) Size of the market
(b) How well the market is served
(c) Prospective inches
(d) Marketing mix required to succeed
(e) Core competencies required

MARKETING MIX
A Marketing mix is the division of groups to make a particular product, by pricing, product,
branding, place, and quality. Although some marketers have added other P's, such as
personnel and packaging, the fundamentals of marketing typically identifies the four P's of
the marketing mix as referring to:-

1. Product
2. Price
3. Promotion
4. Place

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Product
12

A tangible object or an intangible service that is mass produced or manufactured on a large

scale with a specific volume of units. Intangible products are often service based like the
tourism industry & the hotel industry. Typical examples of a mass produced tangible object
are the tyres. A less obvious but ubiquitous mass produced service is a computer operating
system.

Price
The price is the amount a customer pays for the product. It is determined by a number of
factors including market share, competition, material costs, product identity and the
customer's perceived value of the product. The business may increase or decrease the price of
product if other stores have the same product.

Place
Place represents the location where a product can be purchased. It is often referred to as the
distribution channel. It can include any physical store as well as virtual stores on the Internet.

Promotion
Promotion represents all of the communications that a marketer may use in the Market place.
Promotion has four distinct elements - advertising, public relations, word of mouth and point
of sale. A certain amount of crossover occurs when promotion uses the four principal
elements together, which is common in film promotion. Advertising covers any
12

communication that is paid for, from television and cinema commercials, radio and Internet
adverts through print media and billboards. One of the most notable means of promotion
today is the Promotional Product, as in useful items distributed to targeted audiences with no
obligation attached. Public relations are where the communication is not directly paid for and
includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs
and events. For example, a large change in the price, say from $19.00 to $39.00 would be
considered a strategic change in the position of the product..

12

Every project work requires research, successful completion of any project and getting the
genuine results from that depends upon the research method used by the researcher. The
whole research process used by us is as follows:1. Problem Formulation
2. Research design
3. Sample design
4. Source of data
Primary source of data
Secondary source of data
Collection of data
Analysis of data
Interpretation of data
Project report and writing

RESEARCH
Research can be defined as a careful investigation or inquiry especially through search for
new facts in any branch of knowledge. Redman and Mory defines research as a systematized
effort to gain new knowledge.

Marketing research
Marketing research is the systematic gathering, recording and analysis of data about
marketing problems to facilitate decision-making. Marketing research is the systematic

12

design, collection, analysis and reporting of data and finding relevant to a specific marketing
situation facing the company.

Type of Market Research

Marketing research is now placed under the control of some staff executive to provide
adequate information to the line of management. In these days of specialization, various types
of marketing research are adopted.
There are five major types of marketing research with several sub types.
1. Marketing performance research
2. Product research
3. Promotion research
4. Distribution research
5. Pricing research

Methods of data collection

The key for useful systems is the selection of the method for collecting data and linking it to
analysis and decision issue of the action to be taken.
The accuracy of the collected data is of great importance for drawing correct and valid
conclusions from the detailed investigations.
There are two types of data primary and secondary.

12

1. Primary data: - The primary data are those which are collected a fresh and for the first
time and thus happen to be original in character. There are several methods of collecting
primary data, particularly in survey and descriptive researches.
Some important methods of collecting primary data are:
Observation Method
Interview Method
Questionnaire
Schedules

2. Secondary data: - Secondary data are used means that are already available i.e. they
refer to the data which have already been collected and analyzed by someone else and which
have already been passed through the statistical process. Secondary data may either be
published data or unpublished data.

12

Research Methodology of the study

Objective: -

Analysis of Fitment of Birla Tyres by the personal contact, Interview,

questionnaire & fitment survey.

Place: - BALASORE (ORISSA)

Sample Size: - 200 Trucks and 100 Four wheeler
Methodology: -The data collected by two methods.
Primary data collection.
Secondary data collection.

12

In primary data collection, we have data collect from the personal contact, interview,
schedules and questionnaire. In secondary data, The data are also available and we have
observed through net and company.

UTILITY: - From the collection of data we analyses the consumer behavior

& market share of various brand of Birla Tyres & take valuable information of tyre industry.

Results: - The result is divided into the following categories:A:-FITMENT SURVEY

B: - CUSTOMER MEETING

Basic Function of Tyres

To roll
To carry a load
To steer the vehicle
To transmit braking force and power output
To absorb(noise and mechanical vibration)
To last
To handle speed
12

Low noise
Low rolling resistance
To look goods

THE GOLDEN RULES FOR TYRE SELECTION

This rule applies to all categories of tyres, with the exception of passenger.
Fit the largest Tyre size possible, as recommended by the vehicle.
Use the lowest ply rating-this does not apply in the case of steel cord Radial
Truck tyres.
Recommend the correct Tyre Pressure for the Tyre size Ply rating, Load and
operating condition.
This pressure should ideally be as low as possible, without under inflating the
tyres.

The section covers the most frequently asked questions and

answers:

Question1: How do I find the right kind of tyre for my car?

Answer1: Every model or make of a car has a specific tyre defined. It is important that you
know what make or model of tyres suit your car.
Question2: Why do tyre and wheel assemblies need balancing?
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Answer2: Production tolerance of both tyres and wheels and variations of fit of a tyre on its
wheel make the assembly not exactly round. This generates vibration when the vehicle runs,
particularly at high speed , which sometimes can be felt at the steering wheel. Balancing
corrects this.
Question3: How does a tyre grip the road in the dry and in the wet?
Answer3: A tyre has a tread region made of rubber compound which is specially formulated
to grip the road surface it rolls on and to resist wear. The rubber compound is soft and slightly
resilient and so is able to shape itself to closely fit to and engage with the roughness of the
road surface. This is on both a macro scale where you can see the roughness and on a micro
scale when to the naked eye the surface appears to be smooth. The tyre tread region is
provided with a tread pattern of very carefully designed grooves which, in wet road
conditions, take water away from the rubber tread in contact with the road surface so that it
can remain in intimate contact and allow the compound to provide the grip. Tread compounds
are designed to give grip throughout a wide range of operating temperatures.

Question4: What is rolling resistance - how does it effect fuel consumption?

Answer4: A tyre is made of flexible material and so when it flexes as it rolls on road it has
energy lost in it. The result is a restraining force to the rolling of the tyre. This restraining
force is called rolling resistance as it resists the movement of the vehicle thus taking up fuel.
Modern tyres have a very low rolling resistance.
Question5: Why do tyres have different patterns?
Answer5: A tyre tread has a pattern to take water from the ground engaging tread surface on
a wet road so its tread can engage the road surface and to provide edges to give grip on road
conditions such as mud, ice and snow. Road surfaces vary greatly and there are many
differing vehicle types and conditions of use so different patterns are used. The tread pattern
generates noise as its edges contact the road. The tread pattern also effects other properties of
the tyre, its reaction to braking and cornering forces. As a result there are many different
patterns designed to give the performance which is required for the particular vehicle
concerned.
12

Question6: What sort of tests are tyres put through?

Answer6: Tyres must exceed certain official standards that include performance tests to
check durability and safety and measurement to check that the tyre will fit vehicles and
wheels for which they are intended. Tyre manufacturers use these tests and many others to
design tyres which exceed the required standards so that their tyres have the very highest
levels of performance, durability and safety. Tests include indoor tests on machines such as
steel drums or moving pavements which allow running at different speeds, under high loads
and often with cornering forces applied to find the limits of every tyre design and to develop
better tyres. Other tests maximize performance under extreme conditions of water, ice and
snow and to minimize noise and rolling resistance. These properties are also tested on
vehicles where many miles are covered on special test tracks and normal roads. Furthermore,
when a new tyre is fitted as an original equipment, it is subject to additional testing with the
vehicle manufacturer and used for vehicle development.

Question7: What is a blow out? What causes it and what is the effect?
Answer7: This is a general term used when a tyre suddenly loses its air pressure. Air
pressure in a type provides the essential forces needed to maintain the shape and structure of
the tyre so it can transmit the forces between the vehicle and the road surface. Loss of air
pressure is very serious as the tyre then acts very differently, can transmit much less force
between the road and the vehicle and so control of the vehicle may be lostAlso bad tyre
maintenance, such as failure to maintain the specified pressure for the road and speed at
which it is used, can result in tyre damage leading, in extreme cases, to loss of air pressure.
Question8: How are tubeless tyres different from conventional tyres with tubes?
Answer8: Tubeless tyres have a lining made of special rubber over the innermost layer of the
tyre, which makes the tyre air tight and seals it just like a tube. Moreover, if a nail pierces the
tyre, the liner engulfs it and minimizes air leaking out. Air leaks out very slowly once the nail
is taken out. Thus, a tubeless tyre never goes flat all of a sudden and hence is safer than
conventional tyres.
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Question 9 : How vital is correct inflation pressure? What is the damage caused by
improper-inflation?
Answer9: It is very essential to correctly inflate tyres. Under-inflation causes tyres to wear
faster, steering drag, excessive fuel consumption and tyre failure. Over-inflation causes hard
riding, damage to suspension and steering and uneven tyre were. Check pressure with an
accurate gauge when tyres are cool. Regularly check your pressure gauge with a standard
gauge for accuracy.
Question10:What is the ideal inflation pressure for my tyre?
Answer10: The vehicle placard/owner's manual of the vehicle normally indicates the correct
inflation pressure. However, for extreme low traction situation you may have to decrease
inflation pressures. This increases foot print size of the tyre and floatation ability and aids
traction. But NEVER DEFLATE YOUR TYRES UNDER 16 PSI and inflate to original
pressure as soon as you return to tarmac. Also you should keep in mind that the load carrying
capacity of a tyre is proportional to its inflation.

12

A:-FITMENT SURVEY

Analysis
12

ANALYSIS OF MARKET SHARE IN RIB & SEMI LUG TYRE

NAME OF COMPANY

NUMBER OF TYRES

% SHARE

BIRLA

57

22.5

APOLLO

45

28.5

CEAT

35

17.5

J.K.

25

12.5

MRF

17

8.5

GOOD YEAR

14

OTHERS

3.5

TOTAL

200

100

MARKET SHARE IN RIB & SEMI LUG TYRE

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Interpretation:- From the above table and figure it is shown that in RIB & SEMI LUG
tyres segment

APOLLO is the market leader with 28% followed by BIRLA with

22%,CEAT 17%,J.K. with 12%,MRF with 9%, Good Year with8%,and others with4%.

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MARKET SHARE IN LUG TYRE

NAME OF COMPANY

NUMBER OF TYRES

% SHARE

BIRLA

60

30

APOLLO

45

22.5

CEAT

30

15

J.K.

22

11

MRF

19

9.5

GOOD YEAR

16

OTHERS

TOTAL

200

100

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MARKET SHARE IN LUG TYRE

Interpretation:- From the above table it is shown that in lug tyre segment BIRLA Tyre
is the market leader with 30% followed by APOLLO with 22%,CEAT 15%,J.K. with
11%,MRF with 10%, Good Year with 8%and others with4%.
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OVER ALL ANALYSIS

NAME OF COMPANY

NUMBER OF TYRES

% SHARE

BIRLA

117

29.25

APOLLO

90

22.50

CEAT

65

16.25

J.K.

47

11.75

MRF

36

GOOD YEAR

30

7.50

OTHERS

15

3.75

TOTAL

400

100

12

TOTAL MARKET SHARE

12

Interpretation:- From the above table it is shown that in total market share segment
BIRLA is the market leader with 29% followed by APOLLO with 22%,CEAT with 16%,
J.K. with 12%, MRF with 9%,GOOD YEAR with 8% and OTHERS with 4%.

B: - CUSTOMER MEETING
ANALYSIS OF CUSTOMER MEETING
When we asked about the general rating that customers might give to Birla Tyres has
whole the feed back that they gave was as follows approx 23% customer said that
Birla Tyres is excellent and 56% customer said that Birla Tyres is very good, 21%
customer said that Birla Tyres is average and know body is said that Birla Tyres is
below average. The graph below shows the following information.

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When asked about where do most of the customers go for purchasing Birla Tyres the
feed back that were received from customers are as follows around 75% customer
said that they purchase Birla Tyres from the exclusive dealer of Birla Tyres,20%
customer said that they purchase from MBDs (Multi brand dealer ) so that they could
make a comparison of cost between Birla Tyres and other brands available and rest
5% customer said that they purchase Birla Tyres from other tyres traders, the graph
below gives better information.

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When asked about How easily customer get Birla Tyres the response was
follows approx 82% customer said that they get Birla Tyres very easily
whenever they require them from the nearest dealer and 18% customers said
that there is always a scarcity of the most popular brands of Falcn Tyres Ltd.
such as Birla XMLug, Birla megastare and Birla Topstare .The Graph below
shows the exact position.
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It was really very appreciating to hear the most of the customer said that Birla Tyres
have the best claim policy in comparison to other player in the market. 30% customer
said that Birla tyres have an excellent claim policy, 40% customer said that the claim
policy is good, 15% customer said that claim policy is okay, 10% said that it is
average and finally 5% customer said that the claim policy is poor .On an over all
basis it could be conclude that claim policy of Birla Tyres is appreciated by majority
of customers.

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% AGE OF SATISFIED AND DISSATISFIED USER OF BIRLA

TYRES

The 70% customers are fully satisfied with the Birla Tyres and just 30% customers are not
satisfied with the Birla Tyres. We meet the different customers. Customer said that the quality
of Birla Tyre is very good. Tyre is very costly but the performance of Birla Tyre is better than
other tyres. They said that the claim policy of Birla Tyre is very good. Several customers are
very friendly and the cooperate in our work but few customers behaved very rudely.
Customers are very happy with the campaign and they said that they gain a lot of knowledge
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from the campaign and they said that campaign should be organized continuously in different
area. These things give us good experience and obtain good knowledge about customer
attitude.

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STRENGTHS
Heavy range of products.
Brand awareness
Best promotion by display
Advertisement

WEAKNESSES
SVS depended on BIRLA TYRES
Shortage
No proper replacement of damage
Low margin for shopkeeper
No proper inspection of salesman

OPPORTUNITIES
Addition of more outlet
Improve the market of BIRLA by giving some more advantages

THREATS
More satisfaction from local wholesale market they can deduct the number of outlets.
Dissatisfaction due to not proper handling
Without proper inspection salesman may by careless.

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1. The market share of Birla Tyres in Balasore more than 35% in Truck Segment.
2. Approximately 70% customers are satisfied with the Birla Tyres.
3. Rate of Birla Tyres are not high against with the other Company tyres.
4. After sale service (Claim) of Birla Tyres is very good.
5. Approx 75% customer said that they Birla Tyres very easily whenever they require
them from the nearest dealer.
6. Around 75% customer said that they purchase Birla Tyres from the Exclusive dealer
of Birla Tyres Ltd.

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Name-

KM done by vehicle-.

Address-

Condition of Tyres-...

...

Mobile no.-.
1:- Have you heard of Birla Tyres in PCR ?
(a) Yes (b) No
2:- Are you satisfied with the radial car of Birla Tyres?
(a) Yes (b) No (c) Dont know.
3:- Which brand of Birla tyres do you use?
(a) Amazor XL (b) Acelers (c) Hawkz (d) Aspire (e) None of the above.
4:- Which company TL tyre do you used ?
(a) Birla (b) Apollo (c) Good Year (d) CEAT (e) JK (f) other.
5:- Which company TT tyre do you use?
(a) Birla (b) MRF (c) Good Year (d) J.K (e) CEAT (f) Others
6:- Which company tyre do give maximum mileage?
(a) Birla (b) MRF (c) Good Year (d) J.K (e) CEAT (f) Others
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7:- Which company produce better after sales service?

(a) Birla (b) MRF (c) Good Year (d) J.K (e) CEAT (f) Others

8:- What type of warranty should company give ?

(a) Conditional (b) Unconditional
9:- Which company gives fastest claim?
(a) Birla (b) MRF (c) Good Year (d) J.K (e) CEAT (f) Others
10:- What is time period you change the tyres?
(a) > 1 year (b) > 2 year (c ) > 3year (d) >4 year (e) none of the above
11:- Which company tyre is maximum accepted by the customer?
(a) Birla (b) MRF (c) Good Year (d) J.K (e) CEAT (f) Others
12:- What is the life expectancy of Birla tyre?
(a) > 1 year (b) > 2 year (c) > 3year (d) >4 year (e) none of the above
13:- Which brand of other company do you like most on the grand of design and service?
(a) Birla (b) MRF (c) Good Year (d) J.K (e) CEAT (f) Others
14:- How to promote the Birla tyre in the market?
(a) Print media (b) Electronic media (c) Service CAMP (d) Consumer meet (e) Other
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15:- If you are not satisfied please give some suggestions?

Signature-
Date-

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MARKETING MANAGEMENT:By Philip Kotler

RESEARCH METHODOLOGY:By C.R. Kothari

MAGAZINES:Business World
Business Today

WEBSITES:www.birlatyre.com
www.google.com

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