Bridge Stone Tyre Report

ON

Submitted for the partial fulfillment of requirement for the award of

POST GRADUATE DIPLOMA IN BUSINESS MANAGEMENT

Under the Guidance of:Mr. Rajnish kochgave

Submitted by:Kunal Kumar Sinha

GJUJUL08AC158JULY (2008-2010)

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B-II/1, MCIE, Delhi-Mathura Road, New Delhi

CERTIFICATE

This is to certify that the summer project report title “Analysis of sales,demand and service performance level of bridgestone tyres in delhi region” is a bonafide work done by Mr. Kunal Kumar Sinha Roll No. GJUJUL08AC158 of Batch 2008 – 2010, Submitted to NSB School of Business, New Delhi in partial fulfillment of the requirement for the award of Post Graduate Diploma In Business Management, and that the report represents independent and original work on the part of the candidate.

Prof. Alok Satsangi Corporate Relations Cell

CONTENTS

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Page No.

CHAPTER1 »» CERTIFICATE 3

CHAPTER 2 »» PREFACE 6

CHAPTER 3 »» ACKNOWLEDGEMENT 7

CHAPTER 4 COMPANY PROFILE 8

ABOUT BRIDGESTONE CORPORATION 9

MISSION 10

SPIRIT 11

MANAGEMENT STANCE

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CERTIFICATE 11

ABOUT BSID 12

PRESENT PERFORMANCE 13

COMPETITORS 14

CHAPTER 5 »» INDUSTRIAL PROFILE 15

FACTORS RELATED TO TYRE COMPANY 17

ABOUT PRODUCT 18

CONTENTS OF TYRES 19

PARTS OF TYRES 20

CARE & MAINTENANCE OF TYRE AND TUBES 23

WARRANTY POLICY OF BSID 24

CHAPTER 6 »» INTRODUCTION TO TOPICS 25

EXECUTIVE SUMMARY

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CHAPTER 7 »» RESEARCH METHODOLOGY 28

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RESEARCH DESIGN 29

RESEARCH PROBLEM 29

SITUATIONAL ANALYSIS 29

DATA COLLECTION SOURCE 30

VISITED DEALERS 32

CHAPTER 8 »» DATA ANALYSIS & INTERPRETATION 34

ANALYSIS OF DEALERS VIEWS 35

CHAPTER 9 »» CONCLUSION & RECOMMENDATION 55

CHAPTER 10 »» SWOT ANALYSIS OF BSID 57

CHAPTER 11»» ORGANISATIONAL CHART 60

CHAPTER 12»»BIBLIOGRAPHY 62

CHAPTER 13»»ANNEXURE 64

QUESTIONAIRE FOR DEALERS 66-69

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PREFACE

Perpetual change in business has made inevitable for every business organization to

do environment scanning, so that it may be able to cope with the fastest changes in their

respective field of business and to move with the pace of the industry. The environmental

scanning makes it possible for every organization to study their market and to exploit the

available opportunity.

The Tyre industry has changed during last few years it is expanding tremendously. The

market is getting highly competitive. So it is necessary for mobile the companies to launch

new offers in order to sustain in the market. It is also very necessary for the companies to

provide cost effective and competitive price in the market. The Tyre market is now truly a

buyer’s market, where a lot of variety is available. It is the customers who can make or ruin

the fortune of any company in even a small period of time. Taking this into consideration

this fact every company is fully devoted towards very basic concept of marketing that is the

customer oriented business. “Bridgestone India Private Limited” is one of such companies

which try to fulfill every expectation of its customer."

This project report is the result of the whole scanning of the company in New Delhi.

Which will lead to the scope of the company in the market? This report will also help them

to improve their laggings in the services. So that it will benefit to the company and

indirectly it will generate more business for the company.

I hope that this report will provide an experimental outlook to the dynamic marketing of

BSID in Delhi.

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ACKNOWLEDGEMENT

Behind this successful undertaking is the blessing & guidance of many. This

formal piece of acknowledgement may not be sufficient to express my feelings and

gratitude.

I express my thanks towards “BRIDGESTONE INDIA PRIVATE

LIMITED” For offering me a valuable chance to undergo summer training in this

prestigious organization.

My sincere thanks to Mr. Rajnish kochgave (District Sales Manager) without

whose kind and best benediction this training would not have been possible.

I wish my deep regard to Mr. Arvind Chauhan (Assistant Manager.), Mr.

Mrinal Bora (D.D.S.M), Mr. Praveen Parashar(Engineer) They supported me

throughout this project and without The help of them this project was impossible to

give shape and other staff of sales service and marketing division (BRIDGESTONE

INDIA PRIVATE LIMITED.) for providing facilities and other relevant information

for the completion of project.

I express my gratitude towards the distributor, stockiest, wholesalers and

dealers for their kind cooperation and providing me needed information.

KUNAL KUMAR SINHA

PGDBM Sem II

JULY (2008-2010)

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BRIDGESTONE CORPORATION

Bridgestone the worlds leading tyre company was born in 1931 with aim to serve people by

providing quality products. Bridgestone is a Japanese $ 80 billion company with a market

share of 18.6 % world wide & a profit of $ 797.5 million (88.69 billion Yen). It has

strength of 1.10 lakh of employees serving in nearly 150 countries. Bridgestone is lead by

Mr. Shigeo Watanabe ( President, Chairman of the board & Chief executive officer ).

Bridgestone has 46 tyre plants & 52 non tyre plants for diversified products in 24 nations &

marketing their product in more than 150 nations.Bridgestone is busy in developing &

promoting comprehensive linesof products – from value oriented, medium priced tires to

high performance tires for the worlds highest performance cars – Honda, Toyota,

Mitsubishi, Suzuki, Audi, Ferrari, Porsche, Volkswagen, Lamborghini, Hyundai, Daewoo

and other famous brands of cars and other vehicles. Today’s world’s largest tyre

manufacturing company was started by Shojiro Ishibashi in 1931 on the southern Japanese

island of Kyushu.( The surname Ishibani translates to “stone bridge” )

The corporate moto – “ Serving society with products of superior quality ”

commits the company formally to founders vision.According to Bridgestone Quality

policy :

“ Our motto is to offer products and services to customer satisfaction at speedy

rate through TQM with continual improvement in quality, technology, cost &

services by demonstrating product safety and protection of environment ”

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Now, as the world's no. 1 tyre and rubber company, Bridgestone Corporation has

made its presence felt on a global scale. It has subsidiaries spread across the globe - from

America to Australia and from Africa to Europe. Leading the quality charts in the tyre

industry, Bridgestone also provides value added services to its customers. Hard work and

un-divided 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.

Mission :

Bridgestone is among the worlds leading suppliers of tires of cars, busses, trucks,

air craft cnstruction, mining and civil engineering equipments. Farm tractors, motorcycle

forklifts and even subway and mono rail trains.

Technologically, Bridgestone continues to lead the industry in important product,

advances and safety for We inherit the words and the spirit of our mission from our

founder. His emphasis on "superior quality" means striving for excellence in technology,

in products and service, and in all our activities.

The quest for excellence is a quest for every individual at every Bridgestone

company. So we encourage each other in the spirit of mutual respect and help one another

make the most of our potential. Our commitment to quality is a worldwide commitment.

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We share the values of the community, including the universal desire for a sound

environment and work consistently to improve the quality of life for people everywhere.

Bridgestone mission is global 2020that means to achive the turn over of 2020 billion dollar

upto 2020.

Bridgestones technical centers are located at Tokyo, Akron & Rome on three

continents in Texas, Ohio, Mexico, Italy and Japan.

the customer. Thechnological leadership is evident in “ state of the art ” passanger car tyre

based on AQ donuts ( Driver oriented new ultimate tyre system ) technology.

Bridgestone works closely with auto makers in developing and supplying original

equipments tyres to them. The company supplies tyre to all auto makers in Japan, North

America & Europe. In replacement markets, Bridgestone distributes tyres through

extensive network of special tyre stores, gas stations, repair garages & general retailers. In

every large market they include closely affiliated “ Family channels ” which comprise of

independent retailers who display the Bridgestone name.

Bridgestone has received 6 consecutive global supplier of the year award from

general motors and it has received first ever contract to supply tyres for factory filament on

a Mercedes Benz model the popular C- class car showing it’s commitment to serve society

with superior quality.

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Bridgestone is the world’s largest tyre maker, but in addition to supplying tyres to

most major car manufracturers, the company also makes tyre for heavy equipment (off-

road mining vehicles) and aircrafts. Non tyre products include building materials (roof

tiles), sporting goods (golf balls), indutrial rubber products ( conveyor belts and automotive

houese), marine components (oil booms, fish breeding reservoirs and marine fenders ) and

switches.

Spirit(trust & pride)

The trust that we earn from people in the community makes us proud of our

companies. Our pride in our companies encourages us to do even better in exceeding

people’s highest expectations. We earn people’s trust by providing products and services

that make life safer and more fun and fulfilling. That trust becomes visible to us through

our interaction with customers and with all the members of the community. It makes us

proud of our products, of our companies and of each other.

The crucial linkage between the trust and the pride is action. Only through concrete

action we can earn the trust that becomes the basis for our pride in our company and

products. Only when that pride motivates us to become even better we can continue to earn

and retain the trust of the community.

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Management stance

1. Focus continuously on the future and pursue continuing growth in corporate value.

2. Be fair, honest and open in our corporate management.

3. Understand and honor fully the ethical values, moral practices and legal regulations

of every nation and region where we operate.

4. View ourselves through the eyes of our customers and adapt our approach

responsively to exceed their expectations.

5. Build positive momentum by nurturing capable, motivated employees who, in turn

will foster a stronger company.

6. Take our future into our own hands by leading our industry in introducing

innovative new technologies.

7. Maximize our collective strength by sharing information freely and promoting

cooperation among divisions and companies in the Bridgestone.

Certification

Our 'Passion for Excellence' has driven us to stand out in every facet of the tyre industry.

The credentials received by us are great motivators to better our performance every

moment.

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ISO (International Organization for Standardization) is the world's largest developer of

standards and we are proud to have met their expectations

Quality Management System Standard: ISO / TS 16949: 2002, applicable to

"Design & manufacture of steel belted radial tyres & tubes for passenger cars

& multi-utility vehicles"

BRIDGESTONE INDIA PRIVATE LIMITED ( BSID )

Bridgestone started off as a joint venture between Bridgestone Corporation Japan

( BSJ ), world leader in tyres and rubber goods, the Associated Cement Companies Limited

(ACC), India a leader in Indian cement industry. There were two other silent but strong

promoters for the company- Mitsui And Corporation Limited of Japan & TATA

Engineering And Locomotive Company Limited ( TELCO ) of India.

Thus was born BRIDGESTONE ACC INDIA LIMITED ( BAIL) on 27th February

1996. The other important events are :

ESTABLISHMENT : FEB 1996

GROUND BREAKING : SEP 1996

1st TYRE PRODUCTION : NOV 1997

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MASS PRODUCTION : MAR 1998

COMMERCIAL SALE : JUL 1998

INAUGRATION CEREMONY : NOV 1998

PRODUCTION OF 1 MILLIONTH TYRE : AUG 1999

PRODUCTION OF 10 MILLIONTH TYRE : FEB 2004

SALE OF 1 MILLIONTH TYRE : SEP 1999

With such high pedigree, it was natural that there would be strong support from the

promoters because of which, Kheda plant of BAIL was set up in a record time. Further

more, BAIL established itself soon as a leader in radial tyre for passanger vehicles in India

due to strong technological support from BSJ, and BRIDGESTONE became a well

recognised brand in India.

Soon ACC and TELCO who had core business in other area, desired to put out of

BAIL. Also Mistui & corporation felt that they should sell their shares in BAIL to BSJ,

who therefore bought all the shares of ACC, TELCO and Mitsui and became 100 % owner

of BAIL. BSJ, ACC and TELCO signed shares purchase agreement and shares were finally

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transferred to BSJ on 14th February 2003. BSJ then filled an application with appropriate

authority for chage of name of the company Bridgestone India Limited which was done on

3rd March 2004.

Considering the fact that BSJ became singal parent of Bridgestone company and

there being no public intrest is involved, it was appropriate to change the company status

from public limited to private limited. Accordingly action was ignited to change the status

and finally a new certificate of incorporation was issuedby the registrar of company in the

name of BRIDGESTONE INDIA PRIVATE LIMITED ( BSID) on 20th March 2003.

Thus the company, BAIL has finally transformed into BSID, which is fully owned

subsidiary of Bridgeston corporation Tokyo, Japana fact of which we all are really proud

of.

The company is manfacturing radial tyres for car passangers and light van. It has

managed to garner original equipment manufracturer (OEM) status for Maruti Udyog

Limited, Daewoo, Honda, Telco, Fiat, General Motors, Mahindra and Mahindra, Toyota,

Ford and Hindustan motors in India. It caters cars like Alto, Wagon R, Versa, Sx4, Santro,

Verna, Sierra, Sienna, City,Civic, Accord, Scorpio, Bolero, Accent, Santro, Lancer,

Contessa and others.

The company is only focusing in radials. It has 3 million tyre per annum capacity

plant at Kheda, Pithampur ( Dhar district) near Indore. The head office is at Indore and 33

corporate offices in major cities all over India.

Bridgestone has introduced 7 series and 37 sizes of tyres for theIndian market in

passanger car multiutility vehicle cateogary. They are “ S- series ” (S248-80’s and S322-

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70’s) Potenza (RE88), for car segment and multiutility vehicle Dueler (689), Turanza

( ER30, ER300, ER60 ).

PRESENT PERFORMANCE

Bridgestone, in a short stint of 10 years in India has grown to tremendous heights. It

has become one of the major suppliers to almost all the reputed car-manufacturing

companies in India. Quality has always been a premium at Bridgestone and the strict

standards followed, are certified by the world's leading authority in quality certifications.

With a vast network of more than 1,000 dealers spread across India, efforts are being

constantly taken to increase this penetration level and make the quality tyres available even

in the remotes corners of the country.

Important competitors of BSID among Indian tyre company

1. M.R.F Bridgestone no. 1 competitor in India. Largest coverage on

newspapers.

2. APOLLO Leader in taxis, truck and buses.

3. J.K Top in advertisement expenditure, largest coverage on television

4. CEAT A RPG group company. It has also an dominent share in the market.

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http://www.bridgestone.co.in/corporate/certificate/index.asp

5. BIRLA A Birla group company. Add only few patterns and size available.

Caters to non premium segment.

Important MNC competitors of Bridgestone in India

1. MICHELIN No. 1 competitor of Bridgestone world wide. It is a fresh tyre giant.

It started its production in India with Apollo.

2. GOODYEAR Present in the Indian market since long. MNC company with strong

and neck to neck competition with Bridgestone.

3.YOKOHAMA Japanese tyre maker started seed marketing in India.

4. PIRELLI Italian tyre giant has sought license for commercial production of

tyres in India

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The story of rubber starts from the time of John Boyd Dunlop who invented the first

pneumatic tyre way back in 1888. The industry has come a long way both globally as well

as domestically. In India the tyre industry was born in 1926 with establishment of the first

tyre company, the tyre industry saw the entry of players and concurrently grew until the

late 70’s. With wave of liberalization, sweeping the land in 1992, the industry saw the entry

of many players as a part of joint ventures.

The size of the tyre industry in India has been estimated at Rs.78 billion in 2001-02.

At an expected growth rate of around 6 % per annum, the tyre industry is expected to

increase to around Rs.105 billion by 2006-2007. Demand of tyres is directly related to

vehicle population. Hence, the size and growth of the tyre industry is related to that of

automobile industry. The size of the domestic tyre industry is estimated at around 15% of

the size of the domestic automobile industry. The size of the global tyre industry was

estimated at around USD 72 billion in 2001, with a long-term trend o growth of 2-3 % per

annum.

In the domestic market, commercial vehicle tyre account for 80% of the total tyre

demand, in value terms, as compared with 30% globally. The share of commercial vehicle

tyres in total tyre demand is high, as commercial vehicles are at amore advanced stage of

demand growth in India, as compared with the passenger vehicle, such as car. However a

higher rate of growth in cars and motorcycles, as compared with those commercial

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vehicles, is expected to result in a gradual increase in share of the passenger vehicle tyre

sales in total tyre sales.

Profile

TOTAL NUMBER OF TYRE COMPANIES = 40

TOTAL NUMBER OF TYRE FACTORIES = 47

TOTAL NUMBER OF NON TYRE PLANTS =93

TOTAL NUMBER OF TECHNICAL RESERCH

AND DEVELOPMENT CENTERS =3

TOTAL NUMBER OF GROUNDS PROVIDING =10

TURNOVER =US $23.3 BILLION

GLOBAL TYRE MARKET SHARE =18.2%

CONSOLIDATED SUBSIDIARIES =435 COMPANIES

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FACTORS RELATED TO TYRE INDUSTRY

1. Raw material: - Reduction in import tariff and consequential reduction in landed

cost of imported raw materials will yield benefits for raw material intensive

industry like tyres.

2. Replacement demand (Passenger car segment):- The high level of growth in car

sales (56%) in 1999-2000 is likely to get translated into replacement sales during

2001-02.

3. Radicalization level:- Having achieved over 65% level of radicalization in the

passenger car segment tyre industry is poised to achieve even higher level of

radicalization of new passenger car models.

4. Exports: - Tyre export is likely to remain steady and grow at current level at 6 – 8

% over the next 2-3 years. Chinas entry into WTO is going to be a major

determining factor.

5. Imports: - It is likely to increase in number but considering a low base and high

volume of domestic production in all category such imports are not likely to have

any adverse impact on the Indian tyre industry.

6. Price increase:- Much like any other sector as per force one tyre company or

another will have to increase tyre price with the objective of improving its financial

condition.

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The future outlook for the next 2-3 years, it is estimated that the growth in tyre

demand in the commercial vehicle segment will be around 8-10 %.

Products

Tyre made in India broadly classified as Cross ply and radials. The main

difference between these two tyres is the direction in which ply cods are arranged & the

type of reinforcement medium used in the cross ply and fabric cod of the tyre crisscross

each other & the major reinforcing medium used are rayon and nylon tyre cords. Radial

tyres have flexible sidewalls and the reinforcing medium include polyester, nylon,

fiberglass & steel. A radial tyre provides certain advantages like better vehicle control,

longer life, better road holding and lower fuel consumption. They even reduce the

occurrence of flats in Indian road condition. However cross plies can be retreated twice

during the lifetime of the tyre and give the cost of a new tyre it comes out much cheaper.

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CONTENTS OF TYRE

NATURAL RUBBER

POLY BUTADINE RUBBER

STYRENE BUTADINE RUBBER

NYLON TYRE CORD FABRIC

CARBON BLACK

RUBBER CHEMICAL

BUTYL RUBBER

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PARTS OF TYRES

BEAD CORE: This part of tyre is responsible for the grip of the tyre on the rim.

SIDEWALL: It is the softest part of the tyre between thread and bead responsible for

turning comfort.

TREAD : It comes in contact with road. It is the hardest and toughest part of the

tyre and takes the entire load of the vehicle.

PLY CORD : It connects different parts as bracer steel strips and beads together.

CARACAS : It is a rubber bounded core structure of the tyre with bead, which

contents the inflation pressure.

STEEL BELT : It gives stiffness, grip and puncture resistance.

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TYRE SIZE DESIGNATION

145/70 R 12 69 S

Speed symbol

Load index

Rim diameter (inches)

Construction (R- radial)

Nominal aspect ratio (Section height/width)

Nominal section width

SPEED SYMBOL LOAD INDEX

The symbol indicating the speed Index figure indicating the

at which the tyre is rated to carry maximum load (mass), the tyre

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a load corresponding to its load can carry under specified

index, under specified condition. Conditions.

Example Example

B – 50

C – 60

D – 65 60 250

E – 70 61 257

F – 80 62 265

G – 90 63 272

S – 180 64 280

65 290

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EXECUTIVE SUMMARY

Objective:-

To observe Dealers sales quantity.

To understand dealers &customers requirements.

To observe maximum selling tyre size.

To know problems & benefits dealers faces from current source.

To get an idea of cost & profit for the dealers.

To observe the importance of schemes given by the companies.

To observe the customer awareness.

To observe the advertising effects.

To observe leading brand in current market by selling particular sizes of tyres.

To observe service performance level of companies.

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Based on above data & observation how it can be implemented to increase sales &

satisfaction of dealers by providing competitive rates, prompt supplies, necessary

trainings, pops & customer satisfaction.

To observe the quality of different brands.

For first purpose I have used the primary data by visiting dealers in Delhi region as

their population is much more in there area.

For second objective the primary data I have approaches more than 60 dealers that

is my sampling was NON-PROBABILITY QUOTA sampling.

For this purpose first I have collected their address through Bridgestone office and

visited them with my questionnaire to collect the relevant information for my project.

After collecting all the information and analyzing them the following conclusion

can be made.

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Dealer’s views

According to dealers the product quality is very good. Their first requirement is up

to date price list. They are not fully satisfied with the margin of products.

INTRODUCTION TO THE TOPIC

“Analyzing the market to make better promotional strategies”

It’s quite apparent means nothing is vague, rather it is known to all that dealers are

the key factor to sale the product in the current market, and product qualities are also the

major factor for selling the product. Dealer’s reputation is also the major issue to promote a

product.

The dealer’s opinion to introduce a product in the market is most important.

Market research by the dealer’s point of views will be beneficial to the company.

By marketing research we can know about the dealer’s requirement as well as the

customer’s requirement. The preference of customers, dealers awareness towards company,

the volume of sales the product, these all can be calculated by the marketing research.

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The tyre market comprises of 3 segments, the Original Equipment, Replacement

segment and Export segment. In which Bridgestone do not export tires from India, so we

are not going to concern on export segment.

Demand of TYRES is related to the production of vehicles during the year. While

demand from the replacement segment is related to the average population of vehicles for

automobile segment that are in earlier growth phase like Hyundai, TATA, Honda and

Maruti.

Where as for automobile segment where the growth rate is stabilized like taxis, the

replacement segment accounts for large share of demand.

Dealers work as link between customers & producers. As per the customer

requirement they purchase product from the producer & provide it for consumer. They

form a chain for the flow of product.

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RESEARCH METHODOLOGY

Research design

Bridgestone India private limited enjoys a market share of 43 % in selling segment.

Since the operation in India is limited to only this segment Bridgestone India private

limited wants to increase the market share.

Research problem

To increase the market share, Bridgestone India private limited has to understand

the policies, strategies and tactics of the competitors to evolve a distribution channel

development strategy. An insight of the competitor standing and the preference of the

channel members of the distribution network will have to formulate the strategy for

increased sale and increasing market share.

Situational analysis

There are increased from many fronts to maintain & increase market share of

Bridgestone India private limited. Some of them are as follows:-

There has been a constant threat from multinational players like Michelin,

Goodyear, Yokohama, and Pirelli.

All Indian major players in the market have producing radial tiers. They are in the

market for substantially long time to challenge Bridgestone India private limited.

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Data collection sources

Primary Data:

Primary data is that which is collected since the research problem is related to the

distribution channel and penetration so the source for collection of the data is dealer.

Secondary data:

Secondary data is that data which is collected from various sources like websites,

books, magazines, newspapers & company’s journals.

Data collection method:

The primary data from the dealers is collected by the survey method.

Data collection instrument:

The data collection instruments are Questionnaire and interview used for the

research. The Questionnaire is aimed at:

Preference of the dealers.

Quantity & price of maximum tyre size selling through dealers.

Problems faced by dealers.

Requirements of dealer to promote the product.

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Competitive standing of various companies on the attributes preferred by the

several channel members.

The questionnaires have a synchronization of open ended, dichotomous & multiple

choice questions to get optimum results from the dealers

The questionnaires is formed considering the facts that it should not be too lengthy,

contain all the relevant information only and is formed with multiple choice questions.

The questionnaires were followed by the interview which was focused on getting

the maximum result about the research problem.

Sampling plan:

Universe: New Delhi

Dealers

Authorized & some non authorized dealers

Bridgestone has divided the whole New Delhi region into four areas as North Delhi,

West Delhi, South Delhi A, South Delhi B. I surveyed in the South Delhi & north Delhi

region according to my sampling unit.

Sampling unit:

The sampling unit in the research is market by the dealers.

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Sampling method:

The sampling plan or the method is the non-probability Quota sampling. The quotas

were formed on the bases of

Limitations of survey:

The survey encompasses only a fraction of the population of the authorized

dealers. Hence there are chances that the preference and responses of some

channel members are left out from the survey and are not represented in the

conclusion.

There may be errors in the survey owing to the faulty data provided by the

dealers.

Editing & Coding:

The questions which were not responded by the dealers were analyzed with the total

number of respondent for that particular question. Microsoft word & Microsoft excel was

used in coding & analyzing the data.

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VISITED DEALERS:

1. THE TYRE STATION

2. GALAXY MOTORS

3. NATHU MAL AHUJA & SONS

4. THE TYRE PLAZA

5. TYRE VILLA

6. KHALSA TYRE & CAR DÉCOR

7. XTRA TYRE SHOPPE

8. SOUTH DELHI TYRES

9. GANDHI MOTOR STORE

10. BINDRA TYRE SHOPPE

11. THE TYRE CLINIC

12. CONTINENTAL CAR SCANNERS

13. EMBASSY TYRES

14. UNIVERSAL TYRE HOUSE

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15. TYRE KING

16. HIND TYRE

17. GREWAL AUTO STORE

18. GREATWAY TYRE SERVICE

19. MAHAVIR TYRE HOUSE

20. UNIQUE INDIA TYRE

21. WHEELS PLAZA

22. SUPER TYRE HOUSE

23. SPEED TYRES

24. LODHI TYRE SHOP

25. CHAWLA TYRE HOUSE

26. HIND TYRES

27. CHADHA TYRE SHOPPE

28. KRISHAN TYRE HOUSE

29. SIYARAM BROTHERS

30. MILI TYRE PLAZA

31. RANA TYRES

32. TYRE SHOPPE NARAINA

33. POOJA TYRE

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34. ALLIED AGENCIES

35. J.J.TYRE HOUSE

36. LUCKY TYRE SERVICE

37. THE NEW TYRE HOUSE

38. SONU MOTORS

39. LUXMI WHEELS

40. GOLDEN TYRE

41. NEW QUALITY TYRES

42. NEW FRIENDS VULCANIZING WORKS

43. NEW VISHAL TYRE SERVICE

44. CAR DI’OLOGIST

45. SHAM TYRE CENTRE

46. SHIV TYRES & MOTORS

47. JAURA TYRES

48. KABBIR TYRE SHOPPE

49. NATIONAL TYRE

50. CEAT SHOPPE

51. MRF TYRES

52. SONU MOTORS

53. S.SDUA &SONS

54. RANA TYRES

55. OBERAI TYRES

56. MRF TYRES

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ANALYSIS OF DEALERS VIEWS

Dealers surveyed in New Delhi region. In this survey I Visited More Than 60 Dealers

Shop. Dealers were surveyed to find out the market situation of Bridgestone tyres. The

Dealers were asked to fill up the questionnaire. Out Of 60 Dealers, 40 were Filled Up The

questionnaire. Dealears Views Are The Key To Promote The Product In The Market.

Majority of dealers said that more than 90% sale depends on dealers goodwill in the

Market. According to few dealers 50% sales of product depends on Sell in Scheme.

On The Basis Of Dealers Views The Questions Of Questionnaire Are Analyze One By

One.

1. The First Preferable Brand By The Customer is(in avg) :

= Out of 40 dealers, 65% Of Dealers Said Bridgestone Is the First Preferable Brand by the Customers.

= 30% Of Dealers Said MRF Is The First Preferable Brand By The Customers.

= 2.5% Of Dealers Said JKTYRE Is The First Preferable Brand By The Customers. = 2.5% of Dealers Said Michelin Is the First Preferable Brand By The Customers.

48

2. Rating to the different brands on the basis of quality?

= Out Of 40, 57.5% Of Dealers Said Bridgestone Is The Best Quality STyre On The

Scale Of 6.

= 22.5% Of Dealers Said MRF Is The Best Quality Tyre On The Scale Of 6.

= 20% of Dealers Said Michelin Is the Best Quality Tyre On The

Scale of 6.

49

2. Rating On The Basis Of Claim Handling On the Scale of Six.

= 35% Of Dealers Said Bridgestone Is The Best Manufacture Claim Handler On

The Scale Of 6.

= 35% Of Dealers Said JKTYRE Is The Best Manufacture Claim Handler On The

Scale Of 6.

=10% Of Dealers Said Goodyear Is The Best Manufacture Claim Handler On The

Scale Of 6.

=15% Of Dealers Said MRF Is The Best Manufacture Claim Handler On The Scale

of 6.

= 3% Of Dealers Said Michelin Is the Best manufacture claims Handler on the

Scale of 6.

=3% Of Dealers Said CEAT Is The Best Manufacture Claim Handler On The Scale

Of 6.

51

3. The Percentage Of Tyre Brands To Be Sold By 41 Dealers =

Bridgestone = 43.5%

Goodyear =12.75%

JKTYRE =16.50%

MRF =13.87%

Michelin =6.45%

Ceat =6.90%

52

3. Is the delivery done within 24 hours of order capture?

Out of 46 Dealers, 90% of Dealers Said Bridgestone Done the Delivery with

in 24 hours.

84% of Dealers Said Goodyear Done the Delivery with in 24 hours.

85% of Dealers Said JKTYRE Done the Delivery with in 24 hours.

77% of Dealers Said MRF Done the Delivery with in 24 hours.

80% of Dealers Said Michelin Done the Delivery with in 24 hours.

87% of Dealers Said Ceat Done the Delivery with in 24 hours.

53

4. Which brand is available to you always (which one provides you the fastest service)?

Out of 40 Dealers, 82% of Dealers Said Bridgestone Provide Them The Fastest

Service.

40 % of Dealers Said Goodyear Provide Them The Fastest Service.

47% of Dealers Said JKTYRE Provide Them The Fastest Service.

40 % of Dealers Said MRF Provide Them The Fastest Service.

25% of Dealers Said Michelin Provide Them The Fastest Service.

22% of Dealers Said Ceat Provide Them The Fastest Service.

54

5. Is there any specific supervisor or merchandiser visiting to your outlet?

Out of 40 Dealers, 89.47% of Dealers Said That Supervisor From

Bridgestone Used to Come Over There.

72.22% of Dealers said that Supervisor from Goodyear Used to Come over

There.

68.75% of Dealers Said That Supervisor From JKTYRE Used to Come

Over There.

65.62% of Dealers Said That Supervisor From MRF Used to Come Over

There.

73.91% of Dealers Said That Supervisor From Michelin Used to Come Over

There.

47.82% of Dealers Said That Supervisor From Ceat Used to Come Over

There.

55

6. Rating the highest customer promotion scheme given by The Brands on the Scale of 6.

Out of 40 Dealers, 62.5% of Dealers Said Bridgestone Given The Highest Customer

Promotion Scheme.

15% of Dealers Said Goodyear Given The Highest Customer Promotion

Scheme.

22.5% of Dealers Said JKTYRE Given The Highest Customer Promotion

Scheme.

2.5% of Dealers Said MRF Given The Highest Customer Promotion

Scheme.

7.5% of Dealers Said Michelin Given The Highest Customer Promotion

Scheme.

56

6. The leading brand for selling the following sizes of tyres in current market on the

Scale of 6?

A. 155/70R13

Out of 40 Dealers, 77.5% of Dealers said Bridgestone Is the Leading brand For

Selling This Particular size of Tyre in the Current Market.

7.5% of Dealers Said Goodyear Is the Leading brand For Selling This Particular

size of Tyre in the Current Market.

2.5% of Dealers Said JKTYRE Is the Leading brand For Selling This Particular size

of Tyre in the Current Market.

10% of Dealers Said MRF Is the Leading brand For Selling This Particular size of

Tyre in the Current Market.

2.5% of Dealers Said Michelin Is the Leading brand For Selling This Particular size


57

B. 145/70R13

Out of 40 Dealers, 52.5% of Dealers said Bridgestone Is the Leading brand For


2.5% of Dealers said Goodyear Is the Leading brand For Selling This Particular size


27.5% of Dealers said JKTYRE Is the Leading brand For Selling This Particular


17.5% of Dealers Said MRF Is the Leading brand For Selling This Particular size of


58

C. 165/65R13

Out of 40 dealers, 47.5% of dealers said Bridgestone Is the Leading brand For


7.5% of dealers said Goodyear Is the Leading brand For Selling This Particular size


12.5% of Dealers said JKTYRE Is the Leading brand For Selling This Particular


22.5% of Dealers Said MRF Is the Leading brand For Selling This Particular size of


2.5% of Dealers said MICHELIN Is the Leading brand For Selling This Particular


2.5% of Dealers said CEAT Is the Leading brand For Selling This Particular size of


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D. 175/70R13

Out of 40 dealers, 70% of dealers said Bridgestone Is the Leading brand For


12.5% of dealers said Goodyear Is the Leading brand For Selling This Particular


10% of Dealers said JKTYRE Is the Leading brand For Selling This Particular size


5% of Dealers said MRF Is the Leading brand For Selling This Particular size of


2.5% of Dealers said MICHELIN Is the Leading brand For Selling This Particular


60

E. 185/65R14.

Out of 40 dealers, 60% of dealers said Bridgestone Is the Leading brand For Selling

This Particular size of Tyre in the Current Market.

17.5% of dealers said GOODYEAR Is the Leading brand For Selling This

Particular size of Tyre in the Current Market.

12.5% of dealers said JK TYRE Is the Leading brand For Selling This Particular


7.5% of dealers said MRF Is the Leading brand For Selling This Particular size of


2.5% of dealers said MICHELIN Is the Leading brand For Selling This Particular


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F. 195/60R15.

Out of 40 Dealers, 65% of dealers said Bridgestone Is the Leading brand For


10% of dealers said GOODYEAR Is the Leading brand For Selling This Particular


12.5% of dealers said JK TYRE Is the Leading brand For Selling This Particular


7.5% of dealers said MRF Is the Leading brand For Selling This Particular size of


5% of dealers said MICHELIN Is the Leading brand For Selling This Particular size


62

G. 205/65R15.

Out of 40 dealers, 65% of dealers said Bridgestone Is the Leading brand For Selling

This Particular size of Tyre in the Current Market.

17.5% of dealers said GOODYEAR Is the Leading brand For Selling This

Particular size of Tyre in the Current Market.

7.5% of dealers said JK TYRE Is the Leading brand For Selling This Particular size


5% of dealers said MRF Is the Leading brand For Selling This Particular size of


2.5% of dealers said MICHELIN Is the Leading brand For Selling This Particular


2.5% of dealers said CEAT Is the Leading brand For Selling This Particular size of


63

7. The Brand Which is Proving more Margin to the Dealers :

Out of 40 Dealers, 15% of Dealers Said Bridgestone Provide the best

margin.

30% of Dealers Said Goodyear Provide the best margin.

20% of Dealers Said JKTYRE Provide the best margin.

10% of Dealers Said MRF Provide the best margin.

15% of Dealers Said Michelin Provide the best margin.

10% of Dealers Said Ceat Provide the best margin.

64

8. Do you feel that Bridgestone monitoring the effectiveness of its advertising?

Out of 40 dealers, 27 dealers said Bridgestone monitoring the effectiveness of its

advertising and rest 13 dealers said Bridgestone is not monitoring the effectiveness

of its advertising.

Many dealers are not exposing the scheme banners that are running by the company

in the current market.

65

9. What is the average percentage of target you achieve in a month? For selling the

product.

Out of 40 dealers, 17 dealers said I achieve 100% of target at the end of the

month.

4 dealers said I achieve 80% of target at the end of the month.


2 dealers said I achieve 75 % of target at the end of the month.


And rests have said less than 70% of target.

66

10. Does the customer aware about the scheme before come to the shop or you make

them aware about promotion scheme running by the companies? Give the

percentage of customer who knows before?

According to the survey of market 19% customers aware about the sellout

schemes, that are providing by the company.

Basically these awareness of customers are depends on the geographical

areas and the major segment behind that is advertising of these scheme

pump let or banners.

Many dealers are not exposing these scheme banners.

67

11. Which scheme is the most important for selling the product, sell in or sellout?

Out of 40 dealers,28 dealers said sell in is the most important scheme for

selling the product and rest 12 dealers said sellout is best scheme for selling

the product.

Many dealers have said different –different opinions such as the dealer “new

friends vulcanizing works” said customer promotion scheme should be

useful, according to him sellout scheme is not useful.

As per the opinion of “Guru kripa autos” (tyre clinic) have said sell in

scheme is important from dealers point of views, but from the companies

point of views sellout schemes more important provided the dealers passes

the benefit to the customer.

Some of dealers openly said if I am not getting good margin over the product,

I won’t sale that product.

68

CONCLUSION AND RECOMMENDATION

MARKET SURVEY BY QUESTIONNAIRE:

The Bridgestone is the first preferable brand by the customer in the current market.

Leading the quality charts in the tyre industry, Bridgestone also provides value

added services to its customers. Hard work and un-divided focus on superior products has

helped Bridgestone, gain trust of its customers.

Bridgestone also leading in claim handle segment but few dealers are not satisfied

with this segment.

Non dealers are also selling the Bridgestone tyres in heavy quantity.

As far the position is concerned Bridgestone is a leading one but needs more

promotional activities for keeping a healthy relation with the dealers.

Bridgestone leads in market share also. It covers 43.5% of market.

70

Bridgestone is the leading brand for selling the most demanded sizes of tyres by the

customers.

Bridgestone is not providing good margin to dealers and this segment is very much

effecting the sales of product, company should aware about it.

Bridgestone should provide more sell in scheme in comparison of its competitor,

because more than 70% dealers said sell in scheme is most beneficial for selling the prodct,

in this segment Goodyear is leading company in the current market.

71

SWOT ANALYSIS OF BRIDGESTONE INDIA PRIVATE LIMITED

Strength

1. Wide variety of tires.

2. Quality of tyre is very good.

3. Hold highest market shares.

4. Very high acceptance in metro & big cities.

5. Very strong equity of parent company Bridgestone Corporation.

73

Weakness

1. Expensive.

2. Less coverage on advertising.

3. Inadequate promotional activities in India.

Opportunity

1. Market other than metro is still fairly untapped.

2. OE segment will convert into replacement market.

3. Bus & truck tyre market as the company has strong presence in metros.

4. Two wheeler tyres should be produced by the company.

74

Threat

1. Competitors like MRF, GOODYEAR & JK have already a strong presence in India.

2. Providing fewer margins to the dealers.

3. Many dealers are not aware about technical knowledge of Bridgestone tyres for

promoting the product.

4. The competitors have a lower price as compared to Bridgestone India Pvt. Ltd.

which consumer generally go for.

5. International companies are queuing to enter the Indian market.

75

ORGANISATIONAL CHART OF BRIDGESTONE PRIVATE LIMITED

(WITH SPECIAL FOCUS ON MARKETING DIVISION)

MANAGING DIRECTOR

DIRECTOR (REPLACEMENT)

GENERAL MANAGER SALES (REPLACEMNT)

REGIONAL MANAGER SALES

DISTRICT SALES MANAGER

DEPUTY DISTRICT SALES MANAGER

MANAGEMENT TRAINEE

77

BSID

Product flow through OE dealers

78

Competitor

BPC

B-Shop

Dealers

OE Dealers

Customers

BIBLIOGRAPHY

Books Referred

Author’s Name Name of the

book

Edition Publishing

company

Year of

publication

Kotler, Philip Marketing

management

13th Pearson

education

(Singapore)

Pvt. Ltd.

2006

Kothari, C.R. Research

methodology

4th Vishwa

prakashan

2006

Magazine

MOTORING

80

INDEX

1. PREFACE

2. ACKNOWLEDGEMENT

3. COMPANY PROFILE

4. INDUSTRIAL PROFILE

5. INTRODUCTION TO TOPIC

6. RESEARCH METHODOLOGY

7. DATA ANALYSIS AND INTERPRETATION

8. CONCLUSION AND RECOMMENDATION

9. SWOT ANALYSIS

10. ORGANISATIONAL CHART

11. BIBLIOGRAPHY

12. ANNEXURE

13. QUESTIONNAIRE

82

QUESTIONNAIRE

NAME………………………………………………………….................

ADDRESS………………………………………………………………..

PHONE No……………………...

1. Which Brand is the most preferable brad by the customer?

BRIDGESTONE GOODEYEAR JK

TYRE

MRF MICHELIN CEAT

2. Give the rating to the different brands on the basis of quality, on the scale of 6?

BRIDGESTONE GOODYEAR JK

TYRE

MRF MICHELIN CEAT

83

3. Which brand is providing you good performance & claim handling give the rating on

the scale of 6?


TYRE

MRF MICHELIN CEAT

4. Do you purchase the products from?

Brand BRIDGESTO

NE

GOODYE

AR

JK TYRE MRF MICHELI

N

CEAT

Compan

y

Salesma

n

Wholesal

er

Others

84

5. What is the frequency of selling of products (per month)?

BRANDS

100-

200

200-

300

300-

400

400-

500

500-

600

ABOVE60

0

BRIDGESTO

NE

GOODYEAR

JK TYRE

MRF

MICHELIN

CEAT

6. Is the delivery done within 24 hours of order capture?

BRIDGESTONE Yes No

GOODYEAR Yes No

JK TYRE Yes No

MRF Yes No

MICHELIN Yes No

CEAT Yes No

85

7. Which brand is available to you always (which one provides you the fastest service)?

BRIDGESTONE GOODYEAR JK TYRE MRF MICHELIN CEAT

8. Is there any specific supervisor or merchandiser visiting to your outlet?

BRIDGESTONE Yes No

GOODYEAR Yes No

JK TYRE Yes No

MRF Yes No

MICHELIN Yes No

CEAT Yes No

9. Which brand is giving the highest customer promotion scheme?(Give the rating on the

scale of 6)


TYRE

MRF MICHELIN CEAT

10. What is your average monthly turnover?.. …………………

86

11. Which brand is the leading for selling the following sizes of tyres in current market?

Give the rating on the scale of 6?


TYRE

MRF MICHELIN CEAT

155/70R13

145/70R13

165/65R13

175/70R13

185/65R14

195/60R15

205/65R15

12. Which brand is providing you more margin as per the rating on the scale of 6?

BRIDGESTONE GOODYEAR JK TYRE MRF MICHELIN CEAT

13. Do you feel that Bridgestone monitoring the effectiveness of its advertising?

Yes ………… No ………….

87

14. What is the average % of target you achieve in a month?

……….…………

15. Does the customer aware about the scheme before come to the shop or you make them

aware about promotion scheme running by the companies? Give the % of customer

who knows before?

……………………………….

16. Which scheme is the most important for selling the product, sellin or sellout?

…………………………

THANKING YOU

88

Bridge Stone Tyre Report

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