a-project-report-on-apollo-tyres-brand-image-1

Dedicated

with regards to my

Parents

L.N.Mishra College of Business Management, Muzaffarpur

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 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

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.

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]


CONTENTS

Guide Certificate

Acknowledgement

Preface

TOPIC Page No.

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

Leadership.

Chapter 05. Data Analysis and Interpretation

Chapter 06. Conclusions & Suggestions

Questionnaire

Bibliography


Introduction to the study

a) Objectives of the Study



d) Limitation of the Study


Chapter 1

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.


(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.



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



During the entire study, methods were followed which were found to be 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 depts. And branches together, these information from their respective

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 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.


INTRODUCTION TO THE ORGANIZATION


b) Financial Status of the Organization

c) Product Profile

d) Competitors of the Organization


Chapter 2

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 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 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

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

Innovations deliver success

A few of the differences our people made"

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

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 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.


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 product

Product 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.

(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 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


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

http://www.apollotyres.com/our-products/popup/light-commercial-vehicle/amazer-xl-lt.aspx

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

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

http://www.apollotyres.com/our-products/images/duramile-b.jpg

http://www.apollotyres.com/our-products/images/rancer-b.jpg

http://www.apollotyres.com/our-products/images/amazer-xl-b.jpg

http://www.apollotyres.com/our-products/images/milestar-b.jpg

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


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/amar-dlx.aspx

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

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

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

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

http://www.apollotyres.com/our-products/images/loadstar-b.jpg

http://www.apollotyres.com/our-products/images/xt-9-plus-b.jpg

http://www.apollotyres.com/our-products/images/champion-b.jpg

http://www.apollotyres.com/our-products/images/amar-gold-b.jpg

http://www.apollotyres.com/our-products/images/amar-dlx-b.jpg

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

Performs well on both-carrying capacity

Higher load-carrying capacity

Excellent casing for multiple retreads

Technical Details


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

http://www.apollotyres.com/our-products/popup/light-commercial-vehicle/lr-84.aspx

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Strong casing with stronger beads allows higher load-carrying capacity

Cooler running ensures minimal failures

Strong carcass for multiple retreads

Technical Details

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

WoodRange..

.

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


http://www.apollotyres.com/our-products/popup/light-commercial-vehicle/amar-dlx2.aspx

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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

Textiles Range...

XT-7 Haulug

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 :





Regular Mileage Technology

Champion

Key Features :

Optimum Mileage

Retreadability

Price

Cargo :

Vehicle carrier Parcel Services

Petroleum products LPG Cylinders

Live stockRange...

]

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


Amar

Low failures

Durable/Mileage Cut resistance Casing value

Cargo





Amar Deluxe Low failures


Cargo





Premium Mileage Technology


Amar Gold

Low failures


Cargo





Regular Mileage Technology

Amar AT Rib

Low failures


Cargo






(d) Competitors of the Organization

List of competitors


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J.K.Tyre

BIRLA

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ORGANIZATIONAL STRUCTURE OF APOLLO Tyres

Ltd.


Chapter 2

ORGANIZATIONAL STRUCTURE OF APOLLO Tyres Ltd.

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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. 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 religious 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 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.

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.

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 the values 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, L.N.Mishra College of Business Management, Muzaffarpur

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

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

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 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 can obtain

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 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 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.

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 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.

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 — 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)..

**********


DATA ANALYSIS AND INTERPRETATION


Chapter 4

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.


QUESTIONNAIR BASED FEEDBACK

1. Which Brand of Tyres you use in Lug Pattern ?

Company Name No. of RespondentsApollo 60MRF 50J.K. 35Ceat 25Birla 20Others 10

Brand of Tyres you use in Lug Pattern

29%

25%18%

13%

10%5%

Apollo MRF J.K. Ceat Birla Others


2. Which Brand you use in RIB Pattern ?

Company Name No. of RespondentsApollo 60MRF 50J.K. 35Ceat 25Birla 20Others 10

Brand of Tyres you use in Rib Pattern

29%

25%18%

13%

10%5%

Apollo MRF J.K. Ceat Birla Others


3. In case of Apollo, rank the following ?

Company Name Ranking PercentageQuality 1 52%Mileage 2 25%Retred ability 3 10%Claim Settlement 4 8%Price 5 5%


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

Reason No. of RespondentsPrice Sensitivity 65Mileage 55Service (after sale) 45Credit 35

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

32%

27%

23%

18%

Price Sensitivity

Mileage

Service (after sale)

Credit

5. Have you heard 2 days "Claim Samadhan" by Apollo

?

No. of Respondents

yes 150No 50

heard 2 days "Claim Samadhan" by Apollo

75%

25%

Yes

No

6. Your Purchase on :


No. of RespondentsCash 50Credit 50Both 100

Your Purchase on

25%

25%

50%

Cash

Credit

Both

7. Does Company's Dealer help in choosing the Brand as per your requirement ?

No. of RespondentsYes 50No 100Both 50

Company's Dealer help in choosing the Brand

25%

50%

25%

Yes

No

Both


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

Company Name Sales Tyres %Apollo 104 52%MRF 50 25%J.K. 20 10%Ceat 16 8%Birla 10 5%Total 200 100%

Market share of different company in Muzaffarpur

52%

10%

25%

5%8%

Apollo J.K. MRF Birla Ceat

MARKET SHARE OF AS PER FITTMENT SURVEY


Company Name Fitted Tyres % Share

Apollo 200 50%

MRF 98 24.50%

J.K. 35 8.75%

Ceat 19 5%

Birla 18 4.50%

Other 30 7.50%

Total 400 100%

MARKET SHARE AS PER FITTMENT SURVEYINLOCAL MARKET FOR

LUG


Company Name LUG % Share in lug tyresApollo 100 50%MRF 50 25%J.K. 20 10%Ceat 10 5%Birla 10 5%Other 10 5%Total 200 100%

MARKET SHARE AS PER FITTMENT SURVEYINLOCAL

MARKET FOR RIB TYRE

Company Name RIB % Share in lug tyresApollo 100 50%MRF 48 24%J.K. 15 7.5%L.N.Mishra College of Business Management, Muzaffarpur

Ceat 9 4.5%Birla 8 4%Other 20 10%Total 200 100%


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,

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.


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

Monitoring the competition - Leonard. M. Fuld

Consumer behavior and action - Assel Henry

Magazines and Reports

Business World

Business India

Advertising Marketing

www.apollotyres.com

Questionnaire

(1) Name of respondent: ......................................................................

(2) Address : ..............................................................................................

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


(3) Contact No. : .......................................................................................

(4) How many vehicle you have (LCV/SCV) ?

(a) 1 (b) 2 (c) 3

(d) 4 (e) above 4

(5) Which Brand of tyres you use in Lug Pattern ?

(a) Apollo (b) MRF (c) J.K.

(d) Ceat (e) Birla (f) Others

(6) Which Brand you use in Rib Pattern ?

(a) Apollo (b) MRF (c) J.K.

(d) Ceat (e) Birla

(7) In case of Apollo, rank the following according to priority :-

a) Mileage ............................

b) Price ............................

c) Quality ............................

d) Retread ability .........................

e) Claim Settlement .....................

(8) In case other brand what is the co region for choosing other brand

a) ................................... b) ......................................

c) ....................................... d) .......................................

(9) Have you heard 2 days "Claim Settlement" by Apollo.

(a) Yes (b) No

(10) Your Purchase on :

a) Cash b) Credit c) Both

(11) Does Company's Dealer help in choosing the Brand as per your requirement?

(a) Yes (b) No

(12) In case of not using Apollo Brand reason for it.

a)

b)

c)

d)


a-project-report-on-apollo-tyres-brand-image-1

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