A Summer Internship Project Report on

A study on potential market survey and lead generation for

Bridgestone India pvt. Ltd

Submitted in partial fulfillment of the requirement for the degree of

Master of Business Administration

(Affiliated to Savitribai Phule Pune University)

By

Dhanaraj Balasaheb Patil

Roll No.38

Under the guidance of

Prof. Tausif Mistry

A study conducted for

At

Indira School of Business Studies

Tathwade, Pune 411033

1
 2015-2017

Acknowledgement
It has been an enriching experience for me to complete my summer training at BRIDGESTONE
INDIA PVT. LTD, which would not have possible without the goodwill and support of the
people around. As a student of INDIRA SCHOOL OF BUSINESS STUDIES, TATHWADE, I
would like to express my sincere thanks to all those who helped me during my training program.

I take this opportunity to firstly thank my institute, for giving me this opportunity to undergo this
Project in one of the most reputed TYRE Company. It has been a great learning experience in
terms of gaining exposure into the market and knowing how actually a business can be
developed and run.

I would like to acknowledge my sincere thanks to Mr. PRAVEER KUMAR NANDI Sir for
providing me an opportunity to do my Summer Internship at BRIDGESTONE.

I thank my Faculty Guide, Prof. Tausif Mistry who put all their efforts in making me understand
the overall theme of the Project and thereby increasing my knowledge. Their time and efforts
have indeed been very fruitful.

I hope this project will definitely help BRIDGESTONE for engaging the brand and to develop
new market for their distributers

2
 Certificate from ISBS
This is to certify that Mr. Dhanaraj B. Patil, student of Indira School of Business Studies, Pune
has successfully completed his project titled A study on potential market survey and lead
generation for Bridgestone India pvt. Ltd. for the period from 16th May 2016 to 18st July 2016 in
partial fulfillment of Master in Business Administration (MBA) course.

Dr. Renu Bhargava Prof. Tausif Mistry

Director, MBA Internal Project Guide
ISBS, Pune ISBS, Pune

3
Certificate from the Company

4
 Executive Summary
Bridgestone has successfully grown in Indian tyre industry and it continues to grow. Now it has
already set up its second production unit in Pune, Maharashtra. For Bridgestone, Goa is one of
the growing markets with wide market coverage of different regions. Bridgestone in Goa has
been doing well and continuous increases in the number of dealers in Goa shows a healthy
business growth and demand for Bridgestone Tyre. The focus of study is passenger car radial
(PSR) tyre market for Bridgestone in Goa.

The study has three major focus areas: One is to analyze about PSR tyre brand preference, to
identify the prospect buyers and prospect dealer for Bridgestone, and to forecast the approximate
tyre requirement among garages, OEs in Goa. Second is to identify those big garages and wheel
alignment and balancing centers where Bridgestone can do branding through wall painting
BRIDGESTONE brand. And the third is to identify the potential service failures during product
offering to PSR consumer at Bridgestone SELECT and SUPER SELECT dealers outlets. The
study also focuses on branding a giving knowledge about Bridgestone PSR tyre, and its product
features among these garages, OEs & non dealers.

For the study market surveys are carried out with designed questionnaire, sampling and data
collection. From the survey it has been found that among the visited garages, OEs and dealers
Bridgestone is the most preferred PSR tyre brand among other PSR tyre brands Apollo, MRF,
JK, CEAT, Goodyear and Michelin.

The survey gives a healthy number of 5 prospects dealers who are willing to business with
Bridgestone because of its product quality which is most demanded in the market. The location
of these prospects dealers are different which would be an added advantage for Bridgestone for
brand appeal and been identified where Bridgestone can do wall painting of the Bridgestone
brand. Products reach to maximum consumers in wide market coverage.

5
 Index / Table of Contents

SN Contents Pg No

1 Introduction / Project Outline 1

2 Industry / Company overview 4

3 Objectives 17

4 Research Methodology 19

Data Analysis , Results and

5 22
Interpretation

6 Conclusion 38

Learnings & Contribution /

7 40
Limitation

8 References / Bibliography 42

6
 List of Figures
Sr.No. Figure Pg No.

Fig.
Brand awareness scenario 23
5.1

Fig.
Customer satisfaction level 24
5.2

Fig.
Customer preference level by Garages 25
5.3

Fig.
Customer preference level by OEM 26
5.4

Fig.
Customer preference level Customer 27
5.5

Fig.
Time period for changing tyres 28
5.6

Fig.
Brand preference by Garage Owner 29
5.7

Fig.
Tyre selling scenario 30
5.8

Fig.
Number of tyres sold per month for South Goa 31
5.9

Fig.
Number of tyres sold per month for North Goa 33
5.10

Fig.
Number of tyres sold by OEMs 34
5.11

Fig.
Better after sales service 36
5.12

7
Chapter 1: Introduction / Project
Outline

8
 Introduction
1. Background

1.1 Indian Tyre Industry

The Indian tyre industry is one of the fastest growing industries globally. Strong developments in
all prominent automobile segments have infused tyre demand in previous years. International as
well as domestic auto giants have invested heavily in the passenger cars segment, which has
resulted into increasing tyre demand. The trend is expected to continue in coming years and the
passenger cars tyre industry will record impressive CAGR of 8.8% during FY 2010-FY2015.

The top players such as Bridgestone, MRF and Apollo are now focusing on branding their
products and strengthening their distribution networks so as to increase their market share.

The industry derives its demand from the automobile Industry. While the OEM (original
Equipment manufacturer) market off take is dependent on the new vehicle sales, replacement
market demand depends on the total population of vehicles on road, road conditions, vehicle
scrapping rules, overloading norms for trucks, average life of tyre and prevalence of tyre
retreading.

1.2 Bridgestone Corporation

Founded way back in 1931, in Japan, Bridgestone is a tyre manufacture with 84 years of
experience. In these years, the plentiful support of its customers across the globe has made
Bridgestone worlds no. 1 tyre and Rubber Company. Bridgestone Corporation is one of the
biggest tyre and rubber manufactures in the world and it sells its tyre and other products in more
than 150 nations, employing more than 110,000 people.

Bridgestone is the vision and dream of the inventive mind of Shojiro Ishibashi. The realization of
this dream took place in the form of Bridgestone Tyre Company Limited, in 1931. Growth in
Japans automobile industry gave an upward boost to Bridgestone and elevated the company to
the top most position in the tyre market. It also acquired Firestone Tyre & Rubber Company.

9
Leading the quality charts in the tyre industry, Bridgestone also provides value added services to
its customers. Hard work and undivided focus on superior products has helped Bridgestone, gain
trust of its customers. Bridgestone has maintained its tradition of innovation and development to
produce only excellent products. Continuing to set new benchmarks for its competitors,
Bridgestone has become synonymous to quality.

1.3Project Outline:

The study will help Bridgestone for lead generation of Bridgestone brand at suggested garages
and wheel alignment & balancing centers and market development through the identified
prospect dealers in Goa for its PSR tyre products. It will help the organization to increase its
sales volume and profit in the region.

Methodology

Sampling Universe
Garages, OEs and Dealers in Goa.
Sample Size
297 (32garages +4 OEs+60 dealers+200 Customers)
Sampling Technique
1. Convenience Sampling (Non-Probability Sampling)
2. Purposive Sampling (Non- Probability Sampling)
Data Collection
1. Primary Data: Data from sample survey. The survey is conducted in 7 different areas, and
data has been collected by interviewing the respondents & observation at the garages,
showrooms, and workshops in a designed questionnaire.

Secondary Data: Data from secondary resources such as Internet.

10
Chapter 2: Industry Overview& Company
Overview

11
 Industry / Company Overview
Overview of Industry/ Sector

2.1 An Overview

Key Figures:

No. of Tyre Companies: 39

No. of Tyre Plants: 60

Industry Turnover 2014-15 (est.): Rs. 50000 cr (US$ 8.5 Bn)

Exports 2014-15 (est.): Rs. 10500 cr (US $ 1.7 B

2.1.2. Key Influences of the Industry

The level of economic activity, performance of domestic automotive industry, and the faring of
the transport sector directly influence the performance of the tyre industry in India. With the
replacement segment dominating the overall tyre demand, the industry remains inherently
vulnerable to economic cycles. Among all, redialisation is the most influencer for Indian tyre
industry.

2.1.3. Segmentation of Indian Tyre Market

Replacement Market (Aftermarket)

Original Equipment Manufacturers (OEMs) i.e. vehicle manufacturers
Export
Government Purchases

12
2.1.4. Role of Marketing

Over the tyre, tyre manufactures have developed a vast marketing network using dealers and
depots and as such all types of tyre are now easily available even in the remotest corners of the
country. No doubt, international auto majors in India now roll out their vehicles using Indian
manufactured tyres.

2.1.5. Sales & Distribution

The distribution system consists of distributors, followed by large dealers and also small/sub
dealers. Some tyre companies also follow a system of appointing C&F agents, in place of
distributors.

1. Replacement Market: Tyre companies sell tyre through widespread dealer distribution
net-work (over 5000 in the country), either through exclusive dealer of the companies or
through multi company dealers.
2. OEM: Direct supply by tyre companies through negotiations.
3. STU: Direct supply by tyre companies through tender system.
4. Government: Direct supply by tyre companies through tender system.
5. Export: Through dealers in the exporting countries
6. Import: Some tyre companies also import tyres for the domestic market. Such imports
are generally from the principal company overseas or from technical collaborator or from
tyre companies with which it has an alliance for a particular line of tyres, for example,
passenger car tubeless tyres; with tyre import freely allowed (except truck/ Bus (Radial
Tyres)) import of various categories of tyres is also taking place. Tyres are imported by
importing agents and then marketed through the dealers who are marketing Indian tyres
also.

2.1.6. Types of Dealers

13
 1. Dealers: Multi Brand (different companies); Single Brand; Company owned exclusive
showrooms.
2. Dealers of commercial vehicle tyres and passenger segment tyres are different, though
some overlap does exist
3. Dealers of commercial vehicle tyres also financing purchase of tyres for commercial
vehicles and agricultural tyres.
4. Dealers are also an important link between the tyre companies and the end consumer and
replacement/warranty schemes are implemented by the companies through the dealers.

2.1.7. Raw Materials- An Overview

Tyre Industry is highly raw material intensive. Raw materials cost accounts for approx. 63% of
tyre industry turnover and 72% of production cost. Given below is the composition of raw-
material as a percentage (%) of Total raw Material Cost:

Natural Rubber 43%

Nylon Tyre Cord

18%
Fabric

Carbon Black 11%

Rubber Chemicals 5%

Butyl Rubber 4%

PBR 5%

SBR 5%

Others 9%

62% of total Natural Rubber consumption is by the Tyre Sector balance by rubber based
non-tyre industries.
Total weight of raw materials consumed by tyre industry 15.50 Lakh M.T.

14
 Total Cost of raw Materials consumed by tyre industry RS. 16,000 Crore.

2.1.8 Raw Materials Availability

1. No domestic production of Butyl rubber and Styrene Butadiene Rubber (SBR) of tyre
grades, i.e., 1502 and 1712. Production of Nylon Tyre Cord Fabric, Polybutadiene
Rubber (PBR), Rubber Chemicals, Steal Tyre Cord, Polyester Tyre Cord insufficient to
meet domestic demand.
2. Tyre industry imports raw materials on account of the following factors:
3. Duty-free imports permitted against export of tyres; domestic demand not sufficient to
meet complete requirement; technical and commercial considerations;
4. Business strategy to have multiple sources of supply.

2.1.9. Major Players of the Industry

MRF, Apollo, JK, Bridgestone, Goodyear, Michelin, CEAT, & Birla.

15
Overview of Company:

16
2.2.1. History:

Bridgestones journey began in a small city, in the island of Kyushu in Japan. The year was 1931,
hopes were high. It all started with a dream. Turning this dream into reality was the driving
passion of Mr. Shojiro Ishibashi. To achieve his ambition, he even named his fledging venture
with an English variation of his name to take on the world, and succeed in his mission; Mr.
Ishibashi relied heavily on his able and trusted Lieutenant technology.

Started his venture in a small factory in Kurume, he wanted his company and tyres to go places,
perhaps that was the reason why he christened his fledging venture with an English variation of
his name (Ishibashi translates as Stone Bridge). Today, Shojiro Ishibashis company is a US
$23.2 billion Corporation with its headquarters at Tokyo. Brands like Bridgestone and Firestone
herald the companys strong presence in the tyre and rubber goods, automotive parts, industrial
goods, chemical goods and sporting goods. Bridgestone Corporation has come a long way from
Shojiros Kurume days.

2.2.2. Outline:

17
 Establishment 1931

Paid in capital 126,354 Million-Yen

Head office Tokyo, Japan

Tokyo & Yokohama- Japan,

Technical centers Akron. Ohio -USA, Rome-
Italy

Employees More than 140,000

Consolidated Subsidiaries 435 companies

Turnover $23.2 billion

Global tyre market share 18.20%

selling products to more than 150 Nations

Bridgestone & its subsidiary plants Tyre plants : 178 in 25 nations

Proving grounds 10

2.2.3. Bridgestone your journey our passion

Bridgestone is a world-class tyre manufacturing, Japanese Company. The company having the
punch line your journey our passion is working with a clear sense of purpose, to serve
society by providing people with quality products the motto being to ensure CUSTOMER
SATISFACTION. Bridgestone aims at Quality. Quality is paramount in all fields, be it
Human Resources, be it Sales & Marketing, and be it Production. Bridgestone wants that there
should not be any defect in their products. To ensure this, the company has adopted the, ZERO

18
DEFECTS system. The organization also wants the things at right time, at right place, and for
this it has adopted the JUST-IN-TIME (JIT) technique.

2.2.4. Bridgestone Way

Spirit : trust & Pride

Mission : Serving society with superior quality
Management Stance
Focus continuously on the future and pursue continuing growth in corporate value.
Be fair, honest and open in our corporate management.
Understand and honor fully the ethical values, moral practices and legal regulations
of every nation and region where Bridgestone operates.
View ourselves through the eyes of our customers and adapt our approach
responsively to exceed their expectations.
Build positive momentum by nurturing capable, motivated employees who, in turn
will foster a stronger company.
Take our future unto our hands by leading our industry in introducing innovative new
technologies.
Maximize our collective strength by sharing information freely and promoting
cooperation among division and companies in the Bridgestone groups.
People: Promise to all.

2.2.5. Passenger Car Product Line-up

2.2.5.1. Sporting: PONTENZA GIII & PONTENZA RE88

19
PONTENZA GIII : Features PONTENZA RE88 : Features
Sporty & Stylish high performance tyre Designed for high speed capabilities
Superior Handling performance on wet Good performance on wet as well as

& dry roads dry roads

Stylish unidirectional trend pattern & Good handling performance and

attractive side wall design maneuverability

Adequately comfortable ride Comfortable and quiet ride.

2.2.5.2. Touring: TURANZA ER 60 & TURANZA ER300

TURANZA ER 60: Features TURANZA ER 300: Features

Excellent riding comfort. Asymmetric pattern to provide high wet

& dry performance.

Excellent breaking Superior handling
Superior looks. Comfortable handling.

20
 Wide & Strong design for high driving

stability.

2.2.5.3. General: B series & S-series

B250: Features S322 & S248 : Features

Excellent wet & dry performance Well accepted patterns in India
High durability especially on Indian
Long tyre life
roads
Excellent stability & safety High wet traction
Good riding comfort High maneuverability
Low tyre noise
B390: Features

21
 Well balanced touring tyre
Excellent safety
Good riding comfort & quiet ride

B800: Features
Sustains rough road conditions
Good comfort &maneuverability

2.2.5.4. SUV: DUELER H/T & A/T

DUELER H/T 689: Features DUELER H/T & A/T

High terrain tyre All terrain tyre for On-road as well as

Off-road uses
Tough aggressive design Aggressive looks
Long tyre life Excellent Grip
Strong grip Long life & improved lifetime

performance
Better handling Riding comfort that surpasses SUV

concepts
Perfect for 4*4 cars

22
Chapter 3: Objectives

23
3.1 Objectives:
1. To know about passenger car radial tyre brand preference among garages, OEs and
Dealer-Non dealer and indirectly among passenger car owners.
2. To create awareness about Bridgestones car radial tyres product line up and products
sound features to garage owners and OEs and through them transfer the information to
end users (all car owners).
3. To identify the big garages (>45 cars per month), OEs and wheel alignment & balancing
centers.
4. To project the approximate passenger car radial tyre requirement/sales at garages and
OEs.

24
Chapter 4: Research Methodology

25
 Research Methodology
Research Methodology:
Research is the systematic design, collection, analysis and reporting of data and findings
relevant to a specific situation or problem. The objective of this section is to describe the
research procedure and methods that have been adopted for the achievement of the project
objectives.

Research Design-

Descriptive Research Method:

Descriptive Research method attempts to determine the extent of differences in the needs,
perceptions, attitude and characteristics of subgroups. It determines the answers as to who, what,
when, where, and how questions. For E.g. identify the demographics of the consumers who
purchase the Tyre. My research is Survey in nature.

Sampling Design-
Data Collection:

Primary Data: The study proposed to collect Primary Data through questionnaire using survey
method. So as to give a precise, accurate, realistic and relevant data. Data collected from sample
survey. The survey is conducted in 7 different areas of Goa and data has been collected by
interviewing the respondents & observation at the garages, showrooms, workshops and dealers in
a designed questionnaire.

Secondary Data: The Secondary Data as it has always been important for the completion of any
report provides a reliable, suitable, equate and specific knowledge. The data will collect from
websites published by the company that is data from secondary resources such as Internet.

Respondent profile:

1. Proprietor of Garage
2. Service or workshop managers or spare parts purchase manager of OEs
3. Dealers

26
Limitation of study:

1. This survey is limited to Goa.

2. The deviation of city in areas has been done for visiting convenience.
3. Through the survey has tried to cover all garages, OEs, and dealers. There are some
garages which has been excluded because of non-response of the garage proprietors or
because the proprietors could not be met, or because of non-convenience to visit.
4. There is some car models for which information about OE fitted tyre brand & pattern
could not collected because those models are not available in the showroom or workshop.

27
Chapter 5: Data Analysis and Interpretation

28
 1. Have you heard of Bridgestone PSR tyre?

Nature Of Response Number Of Respondents

Yes 170

No 30

Total 200

Table 5.1: Brand awareness scenario

Fig. 5.1: Brand awareness scenario

Data Analysis & Interpretation:

Above data is obtained from fitment survey of 200 vehicles. Out of them 170 people are using
Bridgestone tyre. The above pie chart shows the no. of Bridgestone tyre users are more in the
Goa market. There has to be requirement of more promotion and advertising of Bridgestone tyre
so everyone will aware of this brand.

29
 2. Are you satisfied with the radial Bridgestone tyres?

Satisfaction Level Number Of Respondents

Yes 163

No 3

Don't Know 4

Total 170

Table 5.2: Customer satisfaction level

Fig. 5.2: Customer satisfaction level

Data Analysis & Interpretation:

The above graph explains the satisfaction level of customers who are using Bridgestone tyres.
There are maximum no. of people are satisfied with the radial Bridgestone tyre. Though there are
very less no. of people who are dissatisfied by using this tyre. Bridgestone can find out the
reason for dissatisfaction and resolve that problem so every customer will be satisfied.

3. Which tyre do you prefer to your users?

30
I. Response by Garages

31
 Type Of Tyre Preferred Number Of Respondents

Tube Type 0

Tubeless 32

Total 32

Table 5.3: Customer preference level

Fig. 5.3: Customer preference level

Data Analysis & Interpretation:

From the Garage survey, the above data is obtained that every garage owner recommend
Tubeless tyre to their customer. Tubeless tyre is having so many advantages over Tube type tyre

II. Response by Original Equipment Manufacturers

32
 Type Of Tyre
Number Of Respondents
Preferred

Tube Type 0

Tubeless 4

Total 4

Table 5.4: Customer preference level

Fig. 5.4: Customer preference level

Data Analysis & Interpretation:

From the Original Equipment Manufacturer survey, the above data is obtained that every OEMs
recommend Tubeless tyre to their customer. Tubeless tyre is having so many advantages over
Tube type tyre. Bridgestone also has to focus more on production of Tubeless tyre over tube type
tyre.

33
 III. Response by End Customers
IV.
V.

VI. Type Of
VII. Number Of
Tyre
Responden
Preferr
ts
ed
VIII. Tube
IX. 0
Type

X. Tubeless XI. 170

XII. Total XIII. 170

XIV.
XV. Table 5.5: Customer preference level
XVI.
XVII.

XVIII.
XIX.
XX. Fig. 5.5: Customer preference level

XXI. Data Analysis & Interpretation:

XXII. Now a days customer are also aware of the advantages of Tubeless tyre. So in the
fitment survey it is noticed that every customer is giving preference to the
Tubeless tyre.

XXIII.

XXIV.

34
 XXV.

4. What is the time period, you change the tyre?

XXVII. Number
XXVI. Time
Of
Perio
Respond
d
ents
XXVIII. >1
XXIX. 50
Year
XXX. >2
XXXI. 30
Year
XXXII. >3
XXXIII. 80
Year
XXXIV. >4
XXXV. 10
Year
XXXVI. Total XXXVII. 170
XXXVIII. Table 5.6: Time period for changing tyres

XXXIX.

XL.

XLI. Fig. 5.6: Time period for changing tyres

XLII.

XLIII. Data Analysis & Interpretation:

XLIV. From the fitment survey, It is observed that the life of tyre is different as per the
end users. Average life of tyre is three years or 40,000km. There are some people

35
 who change the tyre in one year which means that there vehicle running is more
as compared to other vehicles. At extreme end, there are some people who
changed the tyre of their vehicle once in four years which means that there vehicle
running is very less.

5. As a garage owner, which tyre brand will you prefer most?

XLVI. Number Of
XLV. Time
Responden
Period
ts
XLVII. Apollo XLVIII. 6

XLIX. MRF L. 8
LI. Bridgest
LII. 8
one
LIII. Goodye
LIV. 4
ar
LV. Yokoho
LVI. 4
ma
LVII. Others LVIII. 2

LIX. Total LX. 32

LXI.
LXII. Table 5.7: Brand preference by Garage Owner
LXIII.

LXIV.
LXV. Fig. 5.7: Brand preference by Garage Owner
LXVI.

LXVII. Data Analysis & Interpretation:

36
 LXVIII. From Garage/Mechanic survey, It is observed that most of the garage owner
recommend Bridgestone and MRF tyre followed by Apollo and Goodyear.
Bridgestone has to make its dealership network more stronger so there will be
increase in no. of garage owners who will recommend Bridgestone more than MRF.
LXIX.
LXX.
6. Do you sell the tyre?
LXXI.

LXXII. Natur LXXIII. Number

e Of Of
Respo Respond
nse ents
LXXIV. Yes LXXV. 3

LXXVI. No LXXVII. 29

LXXVIII. Total LXXIX. 32

LXXX.
LXXXI. Table 5.8: Tyre selling scenario
LXXXII.

LXXXIII.
LXXXIV.
LXXXV. Fig. 5.8: Tyre selling scenario
LXXXVI.
LXXXVII.

LXXXVIII. Data Analysis & Interpretation:

LXXXIX. The above fig. explains that from the mechanic survey only few percent of
garages sell the tyre of different companies. From this survey it can be clearly
mention that if Bridgestone wants to increase its sell, It has to approach those

37
 garages who are selling the tyre. Also Bridgestone has to encourage those
mechanics to take a dealership of it.

XC.

XCI.

XCII.

7. Monthly, how much tyre you sell?

XCIII.
1) Tyres sold by dealers
XCIV.
I. For South Goa

XCVI. Numbe
XCV. Tyre r Of
Brand Tyres
Sold
XCVII. Bridgest
one XCVIII. 1060
XCIX. Goodye
ar C. 335
CI. JK CII. 300
CIII. MRF CIV. 1150
CV. Apollo CVI. 735
CVII. Michelin CVIII. 160
CIX. Yokoha
ma CX. 270
CXI. Ceat CXII. 180
CXIII. Contine
ntal CXIV. 90
CXV. Other CXVI. 0
CXVII. Total CXVIII. 4280
CXIX.
CXX. Table 5.9: Number of tyres sold per month for South Goa
CXXI.
CXXII.

38
 CXXIII.
CXXIV. Fig. 5.9: Number of tyres sold per month for South Goa

CXXV. Data Analysis & Interpretation:

CXXVI. The above fig explains the no. of tyre selling of different companies in south Goa.
In south region MRF is the market leader and Bridgestone is at the second
position. These two are tough competitor of each other. Bridgestone has to focus
more in south region to increase its sell. Bridgestone can do more campaigning in
this area. It can also workout on its dealership network. If possible Bridgestone
can increase its dealers in south area and can also do more branding.

CXXVII.
II. For North Goa

CXXVIII.

CXXIX. Tyre
CXXX. Number Of
Bran
Tyres Sold
d
CXXXI. Bridg
eston CXXXII. 1040
e
CXXXIII. Good
CXXXIV. 510
year
CXXXV. JK CXXXVI. 180
CXXXVII. MRF CXXXVIII. 1080
CXXXIX. Apoll
CXL. 720
o

39
 CXLI. Mich
CXLII. 310
elin
CXLIII. Yokoh
CXLIV. 300
ama
CXLV. Ceat CXLVI. 520
CXLVII. Conti
nenta CXLVIII. 40
l
CXLIX. Other CL. 0
CLI. Total CLII. 4700
CLIII.
CLIV. Table 5.10: Number of tyres sold per month for North Goa
CLV.
CLVI.

CLVII.
CLVIII. Fig. 5.10: Number of tyres sold per month for North Goa
CLIX.

CLX. Data Analysis & Interpretation:

CLXI. The above fig explains the no. of tyre selling of different companies in north Goa.
In north region Bridgestone is the market leader slightly ahead than MRF
followed by Apollo and then Goodyear. Though Bridgestone is the market leader
in the north region, it has to focus more on its distribution network to increase its
sell. MRF is lagging slightly and it can overtake Bridgestone at any time.
Bridgestone has to use different marketing techniques to increase its sells.

40
 CLXII.

CLXIII.

CLXIV.

CLXV.

CLXVI.

CLXVII.

CLXVIII.

2) Tyres sold by original equipment manufacturers

CLXIX.

CLXXI. N
u
m
b
er CLXXII. Num
Of ber
CLXX. Original Ty Of
Equipment re Tyres
Manufactur s Sold
er S (Brid
ol gest
d one)
(O
th
er
s)
CLXXIII. Honda CLXXIV. 80 CLXXV. 40
CLXXVII. 10
CLXXVI. Hyundai CLXXVIII. 50
0
CLXXIX. Ford Motors CLXXX. 70 CLXXXI. 30
CLXXXII. Sharayu CLXXXIII. 10
CLXXXIV. 50
Toyota 0
CLXXXVI. 35
CLXXXV. Total CLXXXVII. 170
0
CLXXXVIII. Table 5.11: Number of tyres sold by OEMs
CLXXXIX.
CXC.
41
 CXCI.

CXCII. Fig. 5.11: Number of tyres sold by OEMs

CXCIII.

CXCIV.

CXCV. Data Analysis & Interpretation:

CXCVI. The above illustration is obtained from original equipment manufacturer survey.
The survey is conducted in four different OEM. As shown above, Bridgestone
tyre selling in Hyundai and Toyota is same that is 50 per month. Ford motors are
selling less no of Bridgestone tyres. Bridgestone has to focus more on its OEM
network. As the total potential of OEMs is more, so Bridgestone can force them to
sell Bridgestone tyre by giving them some discount.
CXCVII.

42
CXCVIII.

CXCIX.

CC.

CCI.

CCII.

CCIII.

CCIV.

CCV.

CCVI.

CCVII.

CCVIII.

CCIX.

CCX.

CCXI.

CCXII.

CCXIII.

CCXIV.

CCXV.

8. Which company gives better after sales service?

CCXVII. Response
CCXVIII. Response
CCXVI. Ty By
By
re Responde
Responden
Br nts
ts
an (For
(For North
d South
Goa)
Goa)
CCXIX. Ap
oll CCXX. 6 CCXXI. 6
o

43
 CCXXII. MR
CCXXIII. 7 CCXXIV. 6
F
CCXXV. Bri
dg
est CCXXVI. 7 CCXXVII. 6
on
e
CCXXVIII. Go
od
CCXXIX. 5 CCXXX. 5
ye
ar
CCXXXI. Yok
oh
CCXXXII. 4 CCXXXIII. 4
am
a
CCXXXIV. Ot
her CCXXXV. 2 CCXXXVI. 2
s
CCXXXVII. Tot
CCXXXVIII. 31 CCXXXIX. 29
al
CCXL.

CCXLI. Table 5.12: Better after sales service

CCXLII.

44
 CCXLIII.

CCXLIV. Fig. 5.12: Better after sales service

CCXLV.

CCXLVI. Data Analysis & Interpretation:

CCXLVII. The above data is obtained from dealers survey. No doubt exclusive dealers give
preference to their respective brand. There is also some multiband dealer which
gives genuine reply to this question by mentioning specific brand. Comparing
north and south Goa dealers status, It is observed that Bridgestone and MRF
gives better after sales services. That is why sell of Bridgestone and MRF tyre is
more in the GOA market compared to other brands.

CCXLVIII.

45
 CCXLIX.

CCL.

CCLI.

CCLII.
CCLIII.
CCLIV.
CCLV.
CCLVI. Chapter 6: Conclusions

46
 CCLVII. Conclusion
CCLVIII. Goa is fast growing market for Bridgestone, and Bridgestone has successfully
captured this market. The number of dealers in Goa is gradually increasing which
results in its sales growth. By Campaigning and promotion at suggested location
in Goa, Bridgestone would be able to send its brand appeal to the remotest corner
of Goa, and able to create a strong PSR tyre brand image there. By adding up the
identified prospect dealers in its dealers list in Goa, Bridgestone would be able to
widen its market coverage and to increase its market share in PSR tyre market in
Goa. The findings are as per my understanding and findings and this has nothing
to do with Bridgestone. I am totally responsible for above data and information
shared.

CCLIX.

CCLX.

CCLXI.

CCLXII.

CCLXIII.

CCLXIV.

47
 CCLXV.
CCLXVI.
CCLXVII.
CCLXVIII.
CCLXIX.
CCLXX.
CCLXXI. Chapter 7: Learnings &
Contribution

CCLXXII.

48
 CCLXXIII. Learning:
1 From Business Perspective:
CCLXXIV.
o Creative thinking, Quality, Precision and Control during research studies.
o Computer skills such as Excel.
o Methods of primary research and data collection.
o Practical study of marketing concepts such as,
o
2 From Self Development Perspective:
CCLXXV.
o Self confidence
o Interpersonal skills
o Planning skills and Problem solving skills
o Time management

CCLXXVI. Contribution:
CCLXXVII. During the internship, Company has been given target to cover min. 20 garages, 30
dealers and scope for improvement of Bridgestone tyres. I successfully completed more no of
garages, dealers and generated leads to the company where it can expand its business by selling
more no of tyres.
CCLXXVIII.
CCLXXIX.
CCLXXX. Suggestions:
CCLXXXI.
Suggested Locations for Branding.
Meeting with Prospect Dealers for further negotiation for dealership.
Suggestion for Improvement in Service Quality of Bridgestones SELECT & SUPPER
SELECT Dealers
CCLXXXII.

CCLXXXIII.
CCLXXXIV.

49
CCLXXXV.
CCLXXXVI.
CCLXXXVII.
CCLXXXVIII.
CCLXXXIX.
CCXC.
CCXCI. Chapter 8: References /
Bibliography

CCXCII.

50
 CCXCIII. Bibliography
CCXCIV.

1 http://www.bridgestone.co.in
2 http://www.atma.org.co.in
3 http://www.atmaindia.org/ITI_Overview.htm#:
4 http://www.atmaindia.org/Radialisation.htm
5 http://india.gov.in
6 http://www.rbi.org.in/scripts/AnnualPublications.aspx
7 http://www.irmra.org (Indian Rubber Manufactures Association)

CCXCV.

51
 CCXCVI. ANNEXURE

1 Have you heard of Bridgestone PSR tyre?

Yes
No
CCXCVII.
2 Are you satisfied with the radial Bridgestone tyres?
Yes
No
Dont Know
CCXCVIII.
3 Which tyre do you prefer to your users?
Tube type
Tubeless
CCXCIX.
4 What is the time period, you change the tyre?
>1 year
>2 year
>3 year
>4 year
None of the above
CCC.
5 As a garage owner, which tyre brand will you prefer most?
Apollo
MRF
Bridgestone
Goodyear
Yokohoma
Others
CCCI.
6 At you workplace, which brand your customers would prefer most?
Apollo
MRF
Bridgestone
Goodyear
Yokohoma
Others
CCCII.
7 Do you sell the tyre?
Yes
No
CCCIII.
52
8 Monthly, how much tyre you sell?
Between 0 to 100
Between 101 to 300
Between 301 to 500
CCCIV.
9 Which company tyre does give maximum mileage?
Apollo
MRF
Bridgestone
Goodyear
Yokohoma
Others
CCCV.
10 Which company gives better after sales service?
Apollo
MRF
Bridgestone
Goodyear
Yokohoma
Others

CCCVI.
CCCVII.

CCCVIII.

CCCIX.

53