A Project Report on Apollo Tyres Brand Image

Dedicated with regards to my

Parents

L.N.Mishra College of Business Management, Muzaffarpur

ACKNOWLEDGEMENT The project of such magnitude cannot be accomplished accomplished without the assistance and cooperation 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.

Mr. R. K. Sharma Sharma,, Distr District ict Now Now first first and and fore foremo most, st, I feel feel highl highly y oblige obliged d to Mr. Manager: Apollo Tyres Ltd. Muzaffarpur 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 Business Management Management,, Muzaffarpur Muzaffarpur,, and making acknowledgement that without his kind co-operation, attention, wise guidance and and a regu regula larr feed feedba back ck from from me, me, my missi mission on would would not have have been been fulf fulfil ille led d 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 and memb member er of my fami family ly,, who who has has alwa always ys supp suppor orte ted d me mora morall lly y as well well as economically.

[Md. Nishat Alam]


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. Here, the practical during summe summerr vaca vacatio tion n is of prim primee to the Facu Facult lty y of Mana Manage geme ment nt for for the pu purp rpose ose of evolution of final (4rth Semester) examination assist the paper in order to complete in M.B.A. course of the academic curriculum.

This dissertation dissertation imparts a deductive deductive and prescriptive prescriptive discussion discussion on the duly on Sales Promotion (with reference to Apollo Tyres Ltd. Marketing division, Muzaffarpur) in comprehensible and concise way............ on the basis of the training, which was done by me in marketing division of Apollo Tyres Ltd., Muzaffarpur. The report has been written for main of marketing as well as the consumer, Marketing is the lifeblood of any organization to run fast. So marketing starts right from the time of production. Marketing is nothing but first to assess the market and then to access the market. The present study is entitled to the study on Sales Promotion of Apollo Tyres have been determined.

The whole study has been done to a particular particular area i.e. Muzaffarpur Muzaffarpur.. Simplicity is the main feature of this report from beginning to end so that even a non-marketing man can take advantage of it.

My observation in Apollo Tyres Ltd. was to treat main, who are the main Factor of Production among man, machine, materials, money manufacturing technology with respect and dignity. d ignity.


It has been endeavor of Apollo to strive for open channel communication to keep the bellow member a breast 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]


CONTENTS 

Guide Certificate



Acknowledgement



Preface TOPIC

Chapter 01.

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

Chapter 02.

Introduction to the Organization

a) History of the Organization b) Financial Status of the Organization c) Product Profile e) Competitors of the Organization Chapter 03 03.

Organizational St Structure of of Apollo Ty Tyres Lt Ltd. at at Muzaffarpur.

Chapt hapteer 04. 04.

A Th Theeoretic tical Aspec spectt of of Br Brand and Im Image age wi with respe especct to to Pri Pricce Leadership.

Chapter 05.

Data Analysis and In Interpretation

Chapter 06.

Conclusions & Suggestions

Questionnaire Bibliography


Chapter 1 Introduction Introductio n 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 Study "Master of Business Business As a part of academic curriculums in partial fulfillment of "Master Administration" the trainee has done this summer project in the marketing division of APOLLO TYRES LTD. Muzaffarpur. The introduction as well as completion of

the study is STUDY OF BRAND IMAGE with respect to Price Leadership for APOLLO L.C.V. & S.C.V Tyres, at Muzaffarpur.

The study centered to take strategic decisions in support of APOLLO TYRES in the field of marketing. The main scope of this study is to ascertain various methods to incre increas asee the sale saless volum volumee of the the conc concer ern. n. The meth method od includ includes es regu regula larr produ product ct information to the buyers, creating a brand position in the market and taking measures to make the brand remain in its position. One of the important aspects of this study is also to increase the market segment for the products.


(a) Objective of the Study:-

Such a study is part of my curriculum to complete management Studies, I have to complete this part also. So while taking part in the practical exposure by joining Apollo Tyres Limited for six weeks training. trainin g. I am fulfilling the objectives of my curriculum. During this practical exposure of Six Weeks. I have collected some important inform informat ation ion for for (abou (about) t) Apoll Apollo o Tyers yers ltd. ltd. at Mu Muza zaff ffar arpur pur.. Th This is is impo import rtan antt of management. This increase penetrability in the market. In any marketing job this forms one of the important important tools and therefore to know the utility of such a tool is definitely one of the important aims of this study. 

The main objective of study is to present conclusion and necessary suggestions regarding consumer awareness aw areness relating to t o Apollo Tyres. Tyres.



The purpose of the study is to explore the market of Apollo Tyres Ltd. and betterment of its Sale.



The objective of study is to describe the unique characteristic characteristicss of Apollo Tyres Tyres in Comparison to others.



To collect the information i nformation and their attitude from Tyres Tyres customers.



To know the awareness level of customers of o f Apollo Tyres Tyres specially.



To collect their ideas about future purchasing of Apollo Tyres. Tyres.



The objective of the study is to develop sound inter personal relation to get maximum output both customer and producer of Apollo Tyres. Tyres.



To know the latest l atest grievance of Customers. Cust omers.


b) Scope of the Study The scope of marketing research can be pointed out by a single word, "Consumer Preference". It can be termed as the balance wheel as the marketing system which harmonies the study and demand factors.



Marketing Marketing survey has wide scope and covers all aspects of marketing. marketing. Broadly its scope can be classified in the following categories :-



It is concerned with wit h product of Apollo Tyres.



It is concerned with wit h Sales and Distribution of Apollo Tyres. Tyres.



Research on Promotional Promotion al Policies of Apollo Tyres Tyres



Research on pricing of Apollo Tyres. Tyres.



Business Economics Research of Apollo Tyres Tyres



It is concerned with wit h Buying behaviour of Apollo Tyres. Tyres.



Last but not the least Brand Image of Apollo in market


c) Methodology of the Study Durin During g the the enti entire re stud study y, metho methods ds were were foll followe owed d which which were were foun found d to be most 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 these depts. depts. And branche branchess togethe together, r, these these inform informati ation on from from their their respec respective tive 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 Muzaffarpur market being sent by Apollo Tyres Ltd. Muzaffarpur to observe how the marketing operations were being performed there.

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 APOLLO TYRES LTD.


(d) LIMITATION OF THE STUDY

In Summer Project this study has some limitations when I joined the company that time DM was too much busy with his own assignments as it was the period where market market was witnessing witnessing a lot dynamic dynamic changes like :- (i)Unusual price increase increase like 810% in last 3 months. (ii) (ii)

All All of a sudde sudden n under underlo load ad rest restri rict ctio ion n was was impo impose sed d by the the Govt. Govt. of Biha Biharr e.g. e.g. Golden Card (which was a govt. authorised authorised taken for overload) overload) was withdrawn withdrawn for transporters.

Under these circumstances or critical situations I face difficulties which may affect my report directly or indirectly. indirectly.


Chapter 2 INTRODUCTION TO THE ORGANIZATION a) History of the Organization b) Financial Status of the Organization c) Product Profile d) Competitors of the Organization


INTRODUCTION TO THE ORGANIZATION a) History of the Organization Apollo Tyres straddles the Indian tyre industry much like the Greek Sun God Apollo'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, Apollo Tyres has stood the test of time on the four pillars of vision, integrity, quality and sheer determination. The history of Apollo 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. Apollo's first manufacturing facility (often referred to as the 'mother plant') is in Perambra, Cochin where production commenced in 1977 with an installed ins talled capacity of 420,000 each of tyres and tubes. tu bes. 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, Apollo wiped out its net worth and became a BIFR company during the Emergency years. However, Apollo Tyres Tyres was returned to its owners during du ring the Janata Government. Apollo 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 Kanwar, realized that to make an impact in the market and become financially viable it had to become a dominant dominant player player in the commercial commercial vehicles segment. At the time, Modi Tyres Tyres had an overwhelming market share and reputation. Extensive on-ground research by the team allowed it to understand the areas in which Apollo 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 Apollo 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 Apollo'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 innov innovat ative ive move moves, s, Apol Apollo lo is the the first first tyre tyre comp compan any y to run run custo custome merr loya loyalty lty and and awareness programmes to enable them to derive optimal benefits from their Apollo farm tyres, and also the first to launch exclusive rural retail stores 'Apollo Tyre World' for truck tyres. Apollo 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 produ ctivity..

"People deliver innovation Innovations deliver success A few of the differences our people made" First

Indian tyre company to launch exclusive branded outlets -- Apollo Tyre Tyre World 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 L.N.Mishra College of Business Management, Muzaffarpur

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 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 Apollo Tyres Tyres Health Care Clinic for HIV-AIDS HIV-AIDS awareness and 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 Apollo 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 Apollo Tyres Health Care Clinic in Ukkadam, Tamil Nadu 2006 Launch of DuraTread, treading material and solutions 2006 Launch of India's first fi rst range of ultra-high ult ra-high performance V and W-speed rated tyres 2007 Launch of Regal truck and bus radial tyres L.N.Mishra College of Business Management, Muzaffarpur

2007 Launch of DuraTyre, DuraTyre, retreaded tyres from Apollo 2007 Launch of the Apollo Tennis Initiative and Mission 2018 2 018

The Future At Apollo Tyres, they believe in being in control of their destiny. They set ambitious target targetss and believ believee in stretc stretching hing themsel themselves ves to outperf outperform orm them. them. Theref Therefore ore,, the leadership position in the Indian market notwithstanding, Apollo is now set to look overseas overseas for new challenges. challenges. Nearly all initiatives initiatives being taken at this point in time are geared to fuel this ambition.

At home and abroad, Apollo is looking to not only consolidate its leadership position in vari various ous segm segmen ents ts throu through gh newe newerr, high high tech techno nolog logy y prod produc ucts ts bu butt also also throu through gh 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, Apollo 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.

Addi Adding ng to all all this this is the the fact fact that that radi radial alis isat atio ion n in Indi Indiaa is thro throwi wing ng up fres fresh h opportunities, as is the boom in road infrastructure and the completion of the Golden Quad Quadri rila late tera rall and and the the Nort Northh-So South uth-E -Eas astt-W West est corr corrid idor or.. There Therefo fore re the the futur futuree is optimistic with promises of a virtuous cycle of growth.

Apollo has three tyre manufacturing facilities and one unit for the production of tubes and flaps in four locations locations based in West West and South India. India. Apollo endeavour endeavour has been to have the widest spread of sales and regional offices, along with stock points at locat location ionss which which allow allow for for maxim maximum um cust custom omer er reac reach h and and effi effici cien entt suppl supply y chai chain n manage managemen ment. t. Apollo dealer dealer or busines businesss partne partners rs are are also also chosen chosen with great great care. care. Apollo'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 Apollo'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.


Research and Development for Apollo 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 L.N.Mishra College of Business Management, Muzaffarpur

and and prom promot otee the evolu evolutio tion n of new new tech technol nologi ogies es in the the fiel field d of Tyre yre Scie Scienc ncee & Techn echnol olog ogy y.

Rece Recent ntly ly comp compan any y has has tie tie up upss with with IIT' IIT'ss & IIM' IIM'ss for for Rubb Rubber er

Technologies. All All the activ activiti ities es of the the cent centre re are are exte extensi nsive vely ly suppo support rted ed by a seri series es 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 The different activities of the centre are being executed by a pool of specialists from the arena arena of Polymer Polymer Science, Science, Rubber Technolog Technology y, Inorganic Inorganic & Organic Organic Chemistry Chemistry,, Textil extilee Techn echnolo ology gy,, Phys Physic icss and and Math Mathem emat atic ics. s. Throug Through h a syne synerg rgis istic tic blend 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 Tyre Technolog Technology y that will provide Apollo Apollo Tyres Tyres the edge in today's today's ultracompetitive global market scenario.

(b) Financial Status of the Organization


OPERATING FINANCIAL HIGHLIGHTS



(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 longer tyre life

Technical Details


Reinforced 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


special casing design with dual beads for heavy-load applications applications Optimised shoulder mass ensures cooler running and improved performance

•

Technical Details

Reinforced Reinforced bead for better load-carrying capacity Cap and base construction for higher mileage Cooler-running Cooler-running tyre for improved life and multiple retreads

Technical Details

High mileage in normal load applications Cooler-running 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

Superior cut-resistant 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


Excellent road grip and traction Designed for strength Reinforced Reinforced casing and material ensures longer life and multiple retreadability

Technical Details

Unique design provides extra power and resistance to cuts and cracks Reinforced Reinforced casing for high retredability and high mileage Provides excellent road grip and traction

Technical Details

Performs well on both-carrying capacity Higher load-carrying capacity Excellent 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

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

Range...

Loadstar Super Gold Key Features :

Load capability

Cut Resistance

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. capacity.

Less down time

Cut resistance

Casing value


Cargo :

Cement Frozen food

Agri products Aluminium/ Copper

Auto spares Potatoes

Textiles

Range...

XT-7 XT-7 Haulug H aulug


Key Features :

Durable/Mileage


Less down time

Cut resistance

Casing value


Cargo :

Cement Frozen food



Textiles

XT-7 Gold


Key Features :

Durable/Mileage


Less down time

Cut resistance

Casing value


Cargo :

Cement Frozen food



Textiles

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

XT-9 Gold


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

Regular Mileage Technology

Champion


Key Features :

Optimum Mileage

Retreadability

Price

Cargo :

Vehicle carrier Parcel Services

Petroleum products LPG Cylinders

Live stock

Range...

]

Champion DXL L.N.Mishra College of Business Management, Muzaffarpur

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 :

Vehicle carrier

Parcel Services

Petroleum products

LPG Cylinders

Live stock


RIB Load & Mileage Technology

Amar 

Low failures



Durable/Mileage Cut resistance Casing value

 

Cargo Veg & fruits FMCG Goods White goods Paper goods Sundry Cargo Sea Food Chemicals/Fertilizers

Amar Deluxe 

Low failures




 



Premium Mileage Technology

Amar Gold 

Low failures




 



Regular Mileage Technology

Amar AT AT Rib Ri b 

Low failures




 

Cargo


Veg & fruits FMCG Goods White goods Paper goods Sundry Cargo Sea Food Chemicals/Fertilizers

CEAT MRF

BRIDGESTONE DUNLOP

(d) Competitors of the Organization

List of competitors J.K.Tyre OTHERS


GOODYEAR

BIRLA

Chapter 2

ORGANIZA ORGANI ZATIONAL TIONAL STRUCTURE STRUCT URE OF APOLLO Tyres Ltd.


ORGANIZA ORGANI ZATIONAL TIONAL STRUCTURE STRUCT URE OF APOLLO Tyres Ltd. (Head, Zonal Heads and Divisional Heads)

T I d a e H f e i R h H C e t a s r r i o a p f r f C o A f e i h g n f i t e i e h k r C a

C

M

d a y e t i l H a . u v i Q D

s n o i t

s n o i t a r e p

r e c i f f

r e c i f f

O

O

e v i t u c e x

g n i t a r e p

E f e i h

O f e i h

n a i d n I f e i h

C

C

C

y g a e r t e a p r t S & O s f s e i e h n i C s u B

O

s f t e c i e j h o C r P

y r o s i s f v e e d c i i

t d n a a l e P H a t i d n m i U L

s e i r d o a t e c a H F t i a n l a U r e K

t d n a a e l P H t e i n n u U P

e s d a a h e c r H u P

h A v r C p e u S o r G

y g f h o l e c i r o h a n e C s h c e e R T &

l a r f i e e c c i n i h a f f n C i O F

e s r t e a n g r o i a o t n p a a r l o e M C R

l a t i d n a r d e e u t H n A I

NATIONAL SALES ORGANIZATION CHART L.N.Mishra College of Business Management, Muzaffarpur

NSH

NCH

NTH

DIV.M

DCM

RTSM

ZM

ZCM

RM

RCI

SM

SCI

DM

DCI

IT

JCO

STSM→RM/SM

TE/PSE→DM

Chapter 3 L.N.Mishra College of Business Management, Muzaffarpur

A THEORETICAL ASPECT OF BRAND IMAGE WITH RESPECT TO PRICE LEADERSHIP

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 producer.. A brand often includes includes an explicit explicit logo, fonts, color schemes, 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, brand, and "brandin "branding" g" and brand brand equity equity have have become become increa increasing singly ly importa important nt 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 political parties parties or religious organizations) organizations) may also be known as "branding".

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 brand experi experienc encee (see (see also also brand brand promis promise), e), creati creating ng the impressi impression on that that a brand 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 L.N.Mishra College of Business Management, Muzaffarpur

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), (Busi ness-to-Business), see Philip Kotler & Waldemar Waldemar Pfoertsch.

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

brand recognition 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.

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), product), people may often select the more expensive 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 excl exclus usive ively ly identi identifi fies es the the bran brand d owne ownerr as the the comm commer erci cial al sourc sourcee of produ product ctss 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 owner will seek to bridge the gap between the brand image and the brand identity. [2] Brand identity is fundamental fundamental to consumer consumer recognition recognition and symbolizes symbolizes the brand's brand's differenti differentiation ation from competitors.

Brand identity identity may be defined as simply the outward expression 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 Iden Identit tity y Prism Prism,, which which char charts ts the the bran brand d identi identity ty alon along g a cons constr truc ucte ted d sour source ce and and constructed receiver axis, with externalization on the one side and internalization on the other other. On the extern externali alizat zation ion side side brand brand identit identity y consis consists ts of "physic "physical al facet", facet", "relationship" and "reflected consumer". On the internalization side brand identity consist consistss of "person "personali ality" ty",, "cultur "culturee (value (values)" s)" and "consum "consumer er mental mentalisa isation tion". ". 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, employees, representati representatives, ves, actual actual service service or product product quality or performance performance,, L.N.Mishra College of Business Management, Muzaffarpur

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 such as stoc stock k or mach machin iner ery) y),, and and its its bran brand d valu valuee can can acco accoun untt for for some some of the the difference. Up to 85 percent of a company’s 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 company’s 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).

Campai Campaignin gning g groups groups may deliberat deliberately ely target target a compan company’ y’ss brand brand value value to force force a company into adopting a certain position or practices. Some campaign groups have thoug thought ht to do this this by delib deliber erat atel ely y subv subver erti ting ng a bran brand’ d’ss imag image, e, logo logo or messa message ge,, creati creating ng a negati negative ve associ associati ation on among among consum consumers ers.. This attack may be visual, 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 those relate related d to decrea decreased sed price price compet competitio ition. n. In this context, context, most most "brand "branding" ing" is L.N.Mishra College of Business Management, Muzaffarpur

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,).

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 individual branding is that each product 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 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 anti-br -bran and d move moveme ment nt.. Othe Otherr bran brands ds whic which h are are thoug thought ht to follo follow w a no no-b -bra rand nd 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 a supplier can choose deliberately to launch totally new brands in apparent competition with its own existing strong brand (and often with identical identical product product characteri characteristics); stics); simply to soak up some of the share of the market which will in any case go to minor brands. L.N.Mishra College of Business Management, Muzaffarpur

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

Brandin Branding g a small small or medium medium sized busine business ss (SME) (SME) follows follows essential essentially ly the same pri princ ncipl iplee a bran brandin ding g larg larger er corp corpor orat ation ion.. Th Thee main main diff differ eren ence cess bein being g that that smal smalll businesses usually have a smaller market and have less reach than larger brands. Some people argue argue that it is not possible to brand a small business, however 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 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 generally expect to see on display something over 50 per cent (and preferably 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 strongest brands (and in particular particular on the owners owners of the weaker weaker third third and fourth fourth brands) brands).. Relati Relationsh onship ip marketi marketing ng has been 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.

At the same same time, time, proba probably bly as an ou outgr tgrow owth th of cons consum umer eris ism, m, "gen "gener eric ic"" (tha (thatt is, 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)..

**********


Chapter 4

DAT DA TA ANALYSI ANALYSIS S AND AN D INT INTERPR ERPRET ETA ATIO TION N



DAT DA TA ANALYSI ANALYSIS S AND AN D INT INTERPR ERPRET ETA ATIO TION N Due to rapid changes in Technology, Technology, Competitor and Consumer Cons umer preferences a company can not to stick solely with its existing products and services. Customers want the new and improve improved d produc productt that that comes comes about about compet competitor itor.. A compan company y may may obtain obtain new produc productt developm development ent in compan company's y's own resear research ch and develop developmen ment. t. To serve serve this this purpose "Apollo Tyres" has Research and development department which develops new products as per the demand of the market. market. To To improvise this products or services services they collects information from the research person about their competitors products.

Apollo 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 "Apollo Tyres". During conducting survey views of the customers who have heavy motor vehicle presently. The sample size was 65 from the Vehicle owne ownerr, and and larg largee

numbe numberr of fitm fitmen entt surv survey ey.. Main Main view view was was give given n to know the

satisfaction/dissatisfaction of the customer who are presently using Tyres from their existing company as well as what is their main expectation from Apollo Tyres. Tyres.

QUESTIONNAIR BASED FEEDBACK


1. Which Which Brand Brand of Tyre Tyress you use use in Lug Patte Pattern rn ? Company Name

No. of Respondents 60 50 35 25 20 10

Apollo MRF J.K. Ceat Birla Others

Brand of Tyres you use in Lug Pattern P attern

5%

10%

29%

13%

18%

Apollo

25%

MRF

J.K.

Ce a t

Bir la

Others


2. Which Which Brand Brand you use in RIB RIB Patt Pattern ern ?

Company Name

No. of Respondents 60 50 35 25 20 10

Apollo MRF J.K. Ceat Birla Others

Brand of Tyres you use in Rib Pattern

5%

10%

29%

13%

18%

Apollo

25%

MRF

J.K.

Ce a t

Bir la

Others


3. In case case of of Apollo, Apollo, rank rank the the follo following wing ?

Company Name Quality Mileage Retred ability Claim Settlement Price

Ranking 1 2 3 4 5

Percentage 52% 25% 10% 8% 5%


4. In case case of of other other Brand Brand what is the reason for choosing choosing other brand ? Reason Price Sensitivity Mileage Service (after sale) Credit

No. of Respondents 65 55 45 35

In case of other Brand what is the reason for choosing choosing other brand

18% 32%

Price Sensitivity Mileage Service (after sale)

23%

Credit 27%

5. Have you heard heard 2 days "Claim "Claim Samadhan" Samadhan" by Apollo Apollo ? No. of Respondents

yes No

15 0 50 he ard 2 days "Claim Samadhan" Samadhan" by Apollo Apollo

25%

Yes No

75%

6. Your Purc Purcha hase se on : L.N.Mishra College of Business Management, Muzaffarpur

No. of Respondents 50 50 10 0

Cash Credit Both

Your Purchase on

25% Cash Credit 50%

Both 25%

7. Does Company Company's 's Dealer Dealer help help in choosing choosing the Brand Brand as as per your requirement requirement ? No. of Respondents 50 10 0 50

Yes No Both

Company Company's 's Dealer he lp in choosing the Brand

25%

25%

Yes No Both

50%


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

Company Name Apollo MRF J.K. Ceat Bi r l a Total

Sales Tyres 1 04 50 20 16 10 200

% 52% 25% 10% 8% 5% 100%

Market share of different company in Muz affarpur

8%

5%

25%

52%

10%

Apollo

J.K.

MRF

Birla

Ceat

MARKET SHARE OF AS PER FITTMENT SURVEY L.N.Mishra College of Business Management, Muzaffarpur

Company Name

Fitted Tyres

% Share

Apollo

20 0

50 %

MRF

98

24.50%

J.K.

35

8.75%

Ceat

19

5%

Birla

18

4.50%

Other

30

7.50%

Total

40 0

1 00 %

MARKET SHARE AS PER FITTMENT SURVEYINLOCAL MARKET FOR LUG L.N.Mishra College of Business Management, Muzaffarpur

Company Name Apollo MRF J.K. Ceat Birla Other Total

LUG

1 00 50 20 10 10 10 2 00

% Share in lug tyres 50% 25% 10% 5% 5% 5% 10 0 %

MARKET SHARE AS PER FITTMENT SURVEYINLOCAL MARKET FOR RIB TYRE

Company Name Apollo MRF J.K.

RIB

1 00 48 15

% Share in lug tyres 50% 24% 7.5%


Ceat Birla Other Total

9 8 20 2 00

4.5% 4% 10% 10 0 %

Chapter 6


Conclusion & Suggestions References Appendices

Conclusion & Suggestions Conclusion After conducting six weeks survey at Muzaffarpur I have reached these conclusion. 

Apollo tyre is the market leader in the LCV&SCV segment followed by MRF, MRF, J.K., Birls, Ceat.



Apollo Tyres Tyres brand XT-7 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 o f preference of Apollo tyre at Muzaffarpur.



Customer's awareness level is better at Muzaffarpur area.



Apollo tyres is the first tyre company which has launched new scheme to solve the claim within 2 days. L.N.Mishra College of Business Management, Muzaffarpur



Most of the customers are unsatisfied with this scheme. Because dealers do not provide them this type of facility at their disposal.


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 Apollo, 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 Apollo consumers are lack of adequate promotional schemes. Dealers don't provide adequate information in the support of the Apollo 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.

REFERENCES


Marketing Management

-

Kotler Philip

Statistical Investigation

-

Gupta B.N.

Monitor toring the the competiti ition

-

Leonar nard. M. Fuld uld

Consumer behavior and action

-

Assel Henry

Magazines and Reports Business World Business India Advertising Marketing www.apollotyres.com

Questionnaire (1)

Name of respondent: respondent: ......... .............. .......... .......... ......... ......... .......... .......... ......... ......... .......... ......... ......... ......... .... L.N.Mishra College of Business Management, Muzaffarpur

(2)

Address Address : .......... .............. ......... .......... ......... ......... .......... .......... ......... ......... .......... .......... ......... ......... .......... ......... ......... .......... ......... .... ................................ ................................................ ................................ ................................. ................................. ............................. .............

(3)

Contact Contact No. : ......... .............. .......... ......... ......... .......... .......... ......... ......... .......... .......... ......... ......... .......... .......... ......... ......... ....... ..

(4) (4)

How How man many y veh vehic icle le yo you u ha have (LCV (LCV/S /SCV CV)) ?

(5) (5)

(6) (6)

(7) (7)

(8) (8)

(9) (9)

(a)

1

(b)

2

(d)

4

(e)

ab o v e 4

(a)

Apollo

(b)

MRF

(c)

J.K.

(d)

Ceat

(e)

Birla

(f)

Others

(c)

J.K.

Whic Which h Bra Brand nd yo you u use use in Rib Rib Pa Patter ttern n? (a)

Apollo

(b)

MRF

(d)

Ceat

(e)

Birla

In cas casee of Apollo Apollo,, ran rank k the the foll followi owing ng acc accord ordin ing g to prio priorit rity y ::a)

Mileage

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

b)

Price

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

c)

Quality

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

d)

Retre etreaad abili ability ty .... ...... ....... ...... ....... ......... ....... ....

e)

Claim laim Sett Settle leme ment nt .... ......... ....... ......... ...... .....

In cas casee othe otherr bran brand d what what is is the the co co regi region on for for choo choosin sing g othe otherr bran brand d a)

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

b)

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

c)

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

d)

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

Have Have yo you u hea heard rd 2 day dayss "Cl "Clai aim m Set Settl tlem emen ent" t" by Apoll Apollo. o. (b)

No

Cash

b)

Credit

c)

Both

Does Does Compan Company's y's Deale Dealerr help in choos choosing ing the the Brand Brand as per per your your require requiremen ment? t? (a)

(12) (12)

Yes

Your Purchase on : a)

(11) (11)

3

Whic Which h Bra Brand nd of tyre tyress you you use use in in Lug Lug Patt Patter ern n?

(a) (10)

(c)

Yes

(b)

No

In cas casee of not not usin using g Apo Apollo llo Bra Brand nd rea reaso son n for for it. it. a) b) L.N.Mishra College of Business Management, Muzaffarpur

c) d)




A Project Report on Apollo Tyres Brand Image

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