Final Apollo Tyre

8/7/2019 Final Apollo Tyre

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ACKNOWLEDGEMENT

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

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

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

heart is bound to pay gratitude and is not merely formalities but an expression of

deep sense of gratitude and cumulative appreciation.

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

Manager: 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 Management,

Muzaffarpur, and making acknowledgement that without his kind co-operation,

attention, wise guidance and a regular feedback from me, my mission would not

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

heartiest gratitude regards reverence and indebtness to him.

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

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

[Md. Nishat Alam]

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PREFACE

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

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

other way theory and practices complementary and supplementary to each other.

And of course these two embody the real knowledge based on the principle of

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

parcel. Here, the practical during summer vacation is of prime to the Faculty of

Management for the purpose 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 imparts a deductive and prescriptive 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 area i.e. 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.

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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.

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]

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C ONTENTS

TOPIC

Chapter 01. 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. Organizational Structure of Apollo Tyres Ltd. at

Muzaffarpur.

Chapter 04. A Theoretical Aspect of Brand Image with respect to

price.

Chapter 05. Conclusions & Suggestions

a) Questionnaire

b) Bibliography

4



CHAPTER 1

Introduction to the study

a) Objectives of the Study


c) Methodology of the Study

d) Limitation of the Study

5



Introduction to the Study

As a part of academic curriculums in partial fulfillment of "Master of Business

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 increase the sales volume of the concern. The method includes regular

product 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.

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(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. I am fulfilling the objectives of my

curriculum.

During this practical exposure of Six Weeks. I have collected some

important information for (about) Apollo Tyers ltd. at Muzaffarpur. This is

important of management. This increase penetrability in the market. In any

marketing job this forms one of the 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 relating to Apollo 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 characteristics of Apollo

Tyres in Comparison to others.

• To collect the information and their attitude from Tyres customers.

• To know the awareness level of customers of Apollo Tyres specially.

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

• The objective of the study is to develop sound inter personal relation to

get maximum output both customer and producer of Apollo Tyres.

• To know the latest grievance of Customers.

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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 survey has wide scope and covers all aspects of marketing.

Broadly its scope can be classified in the following categories :-

• It is concerned with product of Apollo Tyres.

• It is concerned with Sales and Distribution of Apollo Tyres.

• Research on Promotional Policies of Apollo Tyres

• Research on pricing of Apollo Tyres.

• Business Economics Research of Apollo Tyres

• It is concerned with Buying behaviour of Apollo Tyres.

• Last but not the least Brand Image of Apollo in market

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(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 was witnessing a lot dynamic changes like :-

(i) Unusual price increase like 8-10% in last 3 months.

(ii) All of a sudden underload restriction was imposed by the Govt. of Bihar

e.g. Golden Card (which was a govt. authorised taken for overload) was

withdrawn for transporters.

Under these circumstances or critical situations I face difficulties which may affect

my report directly or indirectly.

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CHAPTER 2

INTRODUCTION TO THE ORGANIZATION


b) Financial Status of the Organization

c) Product Profile

d) Competitors of the Organization

11



INTRODUCTION TO 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 capacity of

420,000 each of tyres and tubes.The first 20 years of the company's existence were

not easy. Those were times when licences and quotas ruled the world of

manufacturing in a market dominated by multinational companies with access to

technology and machinery and deep pockets.Therefore, soon after its inception,

due to the huge investments required, Apollo wiped out its net worth and became a

BIFR company during the Emergency years. However, Apollo Tyres was returned

to its owners during the Janata Government.Apollo then used to make the entire

gamut of tyres required for scooters, bicycles, trucks and cars. However, the then

12



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 player in the

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

market share and reputation. Extensive on-ground research by the team allowed itto 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 innovative moves, Apollo is the first tyre

company to run customer loyalty 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.

"People deliver innovation

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Innovations deliver success

A few of the differences our people made"

AWARDS

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

World -- for truck tyres

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

mileage requirements

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

and tubes

First Indian tyre company to run a customer loyalty programme

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

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

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

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

the trucking community

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

Service in an Indian city

First Indian tyre company to execute an overseas acquisition

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

1975 Inception

1975 Registered as a company

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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 Health Care Clinic for 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 range of ultra-high performance V and W-speed

rated tyres

2007 Launch of Regal truck and bus radial tyres

2007 Launch of DuraTyre, retreaded tyres from Apollo

2007 Launch of the Apollo Tennis Initiative and Mission 2018

The Future

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

ambitious targets and believe in stretching themselves to outperform them.

Therefore, the leadership position in the Indian market notwithstanding, Apollo is

15



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

this point in time are geared to fuel this ambition.

At home and abroad, Apollo is looking to not only consolidate its leadership position in various segments through newer, high technology products but also

through consistent organic and inorganic growth opportunities, in tyres and allied

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

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

pace, 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.

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

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

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

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

Apollo has three tyre manufacturing facilities and one unit for the production of

tubes and flaps in four locations based in West and South India. Apollo endeavour

has been to have the widest spread of sales and regional offices, along with stock

points at locations which allow for maximum customer reach and efficient supply

chain management. Apollo dealer or business partners are also chosen with great

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.

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17



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

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

Rubber Technologies.All the activities of the centre are extensively supported by a

series of highly sophisticated equipment, which help the research scientists

develop products as per customers' specific requirements.We have the facilities

and expertise for:

Development of compounds for improved performance

Raw material development

Analytical research

Reverse engineering

Advanced design using CAD

FEA modeling of tyres

Simulation testing of the designed productProduct validity & reliability studies

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

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

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

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

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

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

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

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

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(b) Financial Status of the Organization

OPERATING FINANCIAL HIGHLIGHTS

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c) Product Profile

Delivers premium mileage with enhanced comfort

Excellent traction in both wet and dry conditions

Strong steel belts stabilise tread for high mileage

Technical Details

Ideal for moderate load applications

Excellent traction for both on/off-road applications

Strong steel belt with flexible sidewall for longer tyre life

Technical Details

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

21

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Technical Details

Reinforced bead for better load-carrying capacity

Cap and base construction for higher mileage

Cooler-running tyre for improved life and multiple retreads

Technical Details

High mileage in normal load applications

Cooler-running tyre ensures long life and more retreads

Technical Details

Extra deep tread with cooler running for high mileage

Superior cut-resistant tread compound ensures smooth wear

and high casing value

Technical Details

Superior cut-resistant tread compound ensures longer life

and maximum casing value

Stronger casing for high loads and multiple retreads

Technical Details

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special casing design with dual beads for heavy-load applications

Optimised shoulder mass ensures cooler running and improved

performance

•

http://www.apollotyres.com/our-products/popup/light-commercial-vehicle/loadstar.aspx

http://www.apollotyres.com/our-products/popup/light-commercial-vehicle/xt-9-plus.aspx

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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 casing and material ensures longer life and

multiple retreadability

Technical Details

Unique design provides extra power and resistance to cuts and cracks

Reinforced casing for high retredability and high mileage

Provides excellent road grip and traction

Technical Details

Strong casing with stronger beads allows higher load-carrying capacity

Cooler running ensures minimal failures

Strong carcass for multiple retreads

Technical Details

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LUGOver 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 capabilityCut Resistance

Low failures

Casing Value

Cargo :

Sand/Stone chips Marble/Granite

Ores/coal Steel & iron

Wood

Load & Mileage Technology

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XT-7

Key Features :Durable/Mileage

Load carrying capacity.

Less down time

Cut resistance

Casing value

Cargo :

Cement Frozen food

Agri products Aluminium/ Copper

Auto spares Potatoes

TextilesRange...

XT-7 Haulug

Key Features :

Durable/Mileage


Less down time

Cut resistance

Casing value

Cargo :

Cement Frozen food



Textiles

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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

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XT-9 Gold

Key Features :

High Mileage

Very Low failures

Casing Value

Retreadibility

Price

Cargo :





Regular Mileage Technology

Champion

Key Features :

Optimum Mileage

Retreadability

Price

Cargo :

Vehicle carrier Parcel Services

Petroleum products LPG Cylinders

Live stock Range...

]

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Champion DXL

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

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Amar

Low failures

Durable/Mileage Cut resistance

Casing value

Cargo





Amar Deluxe Low failures

Durable/Mileage

Cut resistance

Casing value

Cargo





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Premium Mileage Technology

Amar Gold

Low failures

Durable/Mileage

Cut resistance

Casing value

Cargo





Regular Mileage Technology

Amar AT Rib

Low failures

Durable/Mileage

Cut resistance

Casing value

Cargo





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(d) Competitors of the Organization

List of competitors

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CEATMRF

DUNLOP

BRIDGESTONE

J.K.Tyre

BIRLA

GOODYEAR

OTHERS



CHAPTER 2

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ORGANIZATIONAL STRUCTURE OF APOLLO

Tyres Ltd.

ORGANIZATIONAL STRUCTURE OF APOLLOTyres Ltd.(Head, Zonal Heads and Divisional Heads)

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CHAPTER 3

A THEORETICAL ASPECT OF BRAND IMAGE

WITH RESPECT TO PRICE LEADERSHIP

35



A THEORETICAL ASPECT OF BRAND IMAGE

WITH RESPECT TO PRICE LEADERSHIP

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

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

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

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

created by the accumulation of experiences with the specific product or service,

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

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

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

and expectations among products made by a producer. A brand often includes an

explicit logo, fonts, color schemes, symbols and sound which may be developed to

represent implicit values, ideas, and even personality. The key objective is to

create a relationship of trust.

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

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

accessories and personal philosophies".

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

promises rather than product and services (e.g. political parties or religiousorganizations) may also be known as "branding".

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Concepts

Some marketers distinguish the psychological aspect of a brand from the

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

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

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

within the minds of people and consists of all the information and expectations

associated with a product or service.

Marketers engaged in branding seek to develop or align the expectations behindthe brand experience (see also brand promise), creating the impression that a brand

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

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

in an advertising theme, as it demonstrates what the brand owner is able to offer in

the marketplace. The art of creating and maintaining a brand is called brand

management. This approach works not only for consumer goods B2C (Business-

to-Consumer), but also for B2B (Business-to-Business), see Philip Kotler &Waldemar Pfoertsch.

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

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

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

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

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

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

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

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Consumers may look on branding as an important value added aspect of products

or services, as it often serves to denote a certain attractive quality or characteristic

(see also brand promise). From the perspective of brand owners, branded products

or services also command higher prices. Where two products resemble each other, but one of the products has no associated branding (such as a generic, store-

branded product), people may often select the more expensive branded product on

the basis of the quality of the brand or the reputation of the brand owner.

Brand name

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

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

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

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

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

brand name through trademark registration. Advertising spokespersons have also

become part of some brands, for example: Mr. Whipple of Charmin toilet tissue

and Tony the Tiger of Kellogg's.

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

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

to designer clothes.

Brand identity

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

the branded company, organisation, product or service. The brand owner will seek

to bridge the gap between the brand image and the brand identity. [2] Brand identity

is fundamental to consumer recognition and symbolizes the brand's differentiation

from competitors.

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http://en.wikipedia.org/wiki/#cite_note-1

http://en.wikipedia.org/wiki/#cite_note-1



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

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

identity as not only outward expression (or physical facet), but also in terms of thevalues a brand carries in the eye of the consumer. In 1992 Jean-Noel Kapferer

developed the Brand Identity Prism, which charts the brand identity along a

constructed source and constructed receiver axis, with externalization on the one

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

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

internalization side brand identity consists of "personality", "culture (values)" and

"consumer mentalisation". In this respect Kapferer positions brand personality as

one factor within brand identity.

Brand personality

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

to achieve differentiation. Such brand personality traits may include seriousness,

warmth, or imagination. Brand personality is usually built through long-term

marketing, as well as packaging and graphics.

Brand promise

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

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

may include employees, representatives, actual service or product quality or

performance, communication etc. The brand promise is often strongly associated

with the brand owner's name and/or logo.

Brand value

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

owner, and reflects the extent of brand franchise.

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http://en.wikipedia.org/wiki/#cite_note-autogenerated1-2

http://en.wikipedia.org/wiki/#cite_note-autogenerated1-2



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

some of 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).

Campaigning groups may deliberately target a company’s brand value to force a

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

have thought to do this by deliberately subverting a brand’s image, logo or

message, creating a negative association among consumers. This attack may be

visual, as pioneered by groups such as Adbusters, or focusing on the message.

Brand monopoly

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

at least some form of "imperfect competition" — so that the brand owner canobtain some of the benefits which accrue to a monopoly or unique point of sale,

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

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

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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.

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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 iscontrasted with family branding in which the products in a product line are

given the same brand name. The advantage of individual branding is that

each product has a self image and identity that's unique. This facilitates the

positioning process. That means that there are less Halo-effects and one can

position all products differently without making trade-offs.

Attitude branding

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

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

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

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

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

"No-brand" branding

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

examples include the Japanese company Muji, which means "No label, quality

goods" in English. Although there is a distinct Muji brand, Muji products are not

branded. This no-brand strategy means that little is spent on advertisement or

classical marketing and Muji's success is attributed to the word-of-mouth, a simple

shopping experience and the anti-brand movement. Other brands which are

thought to follow a no-brand strategy like Muji, does not brand its products.

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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 componentas 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 product

characteristics); simply to soak up some of the share of the market which will in

any case go to minor brands. The rationale is that having 3 out of 12 brands in

such a market will give a greater overall share than having 1 out of 10 (even if

much of the share of these new brands is taken from the existing one). In its most

extreme manifestation, a supplier pioneering a new market which it believes will

be particularly attractive may choose immediately to launch a second brand in

competition with its first, in order to pre-empt others entering the market.

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Individual brand names naturally allow greater flexibility by permitting a variety

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

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

quality products.

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

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

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

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

Lee cakes through Kiwi polishes to L'Eggs pantyhose.

Small business brands

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

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

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

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

are many examples of small businesses that became very successful due to

branding.

Own brands and generics

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

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

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

even the strongest brand leaders, and may outperform those products that are not

otherwise strongly branded.

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

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

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

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

The strength of the retailers has, perhaps, been seen more in the pressure they have been able to exert on the owners of even the strongest brands (and in particular on

the owners of the weaker third and fourth brands). Relationship marketing has

been applied most often to meet the wishes of such large customers (and indeed

has been demanded by them as recognition of their buying power). Some of the

more active marketers have now also switched to 'category marketing' - in which

they take into account all the needs of a retailer in a product category rather than

more narrowly focusing on their own brand.

At the same time, probably as an outgrowth of consumerism, "generic" (that is,

effectively unbranded goods) have also emerged. These made a positive virtue of

saving the cost of almost all marketing activities; emphasizing the lack of

advertising and, especially, the plain packaging (which was, however, often

simply a vehicle for a different kind of image)..

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CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

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DATA ANALYSIS AND INTERPRETATION

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

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

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

obtain new product development in company's own research and development. To

serve this purpose "Apollo Tyres" has Research and development department

which develops new products as per the demand of the market. To improvise this

products or services they collects information from the research person about their

competitors products.

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 owner, and large number of fitment survey. Main view was given 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.

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Conclusion & Suggestions

References

Appendices

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Conclusion & Suggestions

Conclusion

After conducting six weeks survey at Muzaffarpur I have reached these

conclusion.

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

MRF, J.K., Birls, Ceat.

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

Urban and Rural Area.

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

with the performance of both tyres. Appox 70% customers have positive and 30% customers have negative

attitude in support of preference of 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.

Most of the customers are unsatisfied with this scheme. Because dealers do not

provide them this type of facility at their disposal

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Suggestions :-

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

Some consumer are unsatisfied with the price because competitors product

price are less than 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.

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REFERENCES

Marketing Management - Kotler Philip

Statistical Investigation - Gupta B.N.

Monitoring the competition - Leonard. M. Fuld

Consumer behavior and action - Assel Henry

Magazines and Reports

Business World

Business India

Advertising Marketing

www.apollotyres.com

Final Apollo Tyre

Documents

Transcript of Final Apollo Tyre