project report of mrf

7/30/2019 Project report of MRF

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PROJECT REPORT

ON

BRAND EXPANSION STRATEGY

IN

MRF LIMITED

Submitted to

MAHARSHI DAYANAND UNIVERSITY, ROHTAK,

In partial fulfillment of the requirements

for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

(INDUSTRY INTEGRATED)

July 2013

Submitted by:

Name: P.Bokkish raja

Reg.no: 1130690018

Roll no.: 1190211109

NBA SCHOOL OF BUSINESS

(ELC CODE: 331011050)

NBA Group of Institutions

Scindia Villa, Sarojini Nagar, Delhi


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MRF Tyres and Service Franchise

CERTIFICATE

This is to certify that P.BOKKISH RAJA, a student of the Maharshi Dayanand University,

Rohtak, has prepared his/her Project Report entitled brand expansion strategy Program

for students at MRF LIMITED under my guidance. She/he has fulfilled all requirements

leading to award of the degree of MBA (Industry Integrated). This report is the record of

bonafide training undertaken by him/her and no part of it has been submitted to any other

University or Educational Institution for award of any other degree/diploma/fellowship or similar

titles or prizes.

I wish him all success in life.

Prof.Honey Dhussa

Professor

(IB&HR)

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STUDENT DECLARATION

I hereby declare that the Project Report conducted at

MALAISODI TYRES ,TUTICORIN

Under the guidance of

Prof.Honey Dhussa

(IB & HR)

Submitted in Partial fulfillment of the requirements for the

Degree of

MASTER OF BUSINESS ADMINISTRATION

(Industry Integrated)

TO

MAHARSHI DAYANAND UNIVERSITY, ROHTAK

Is my original work and the same has not been submitted for the

award of any other Degree/diploma /fellowship

or other similar titles or prizes.

Place: New Delhi BOKKISH RAJA.P

Date: Reg.no: 1130690018

Roll No.: 1190211109

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ACKNOWLEDGEMENTS

I am thankful to all the people who have directly or indirectly helped me in the successful

completion of my project.

It was a privilege working in MALAISOODI TYRES, TUTICORIN. I would like to express my

gratitude towards the management of Advait Life Education.

I am extremely thankful to Mr. P.M.Paulraj (Managing Director of Malaisoodi Tyres) under

whose able guidance I could complete my project successfully. He was very helpful and

encouraged me to put forth my ideas.

I am also thankful to Prof.Honey Dhussa for his extremely valuable guidance and cooperation to

complete my project.

I express my deep sense of gratitude to him for providing me all the support and guidance during

the completion of my project.

I also thank the employees of Malaisoodi tyres for their valuable suggestion and cooperation.

Bokkish raja.P

Reg.no: 1130690018

Roll No.: 1190211109

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CONTENTS:

CHAPTER 1:

I. INTRODUCTION 08

II. STATEMENT OF THE PROBLEMS 12

III. OBJECTIVES OF THE STUDY 13

IV. SCOPE & LIMITATIONS 14

CHAPTER 2:

I. LITERATURE REVIEW 16

II. IMPROVING CUSTOMER SATISFACTION 17

III. INDUSTRY PROFILE 18

IV. PRODUCT CATEGORY IN TWO WHEELER SEGMENT 32

V. COMPANY PROFILE 42

VI. RESEARCH METHODOLOGY 51

CHAPTER 3:

I. DATA ANALYSIS AND INTERPRETATION 54

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CHAPTER 4:

I. FINDINGS 67

II. SUGGESTIONS 69

CHAPTER 5:

I. Strategic Group Analysis. 72

II. NEW BUSINESS EXPANSION. 74

III. TECHNOLOGY COMPETITIVE ADVANTAGE. 76

CHAPTER 6:

I. CONCLUSION 89

II. QUESTIONNAIRE 90

III. BIBLIOGRAPHY 93

IV. APPENDIX 94

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CHAPTER I

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INTRODUCTION

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INTRODUCTION

The main object of every organization is to earn more profit, to achieve this object the

organization should increase its sales by getting more customer and the only way to get more

customer is that the organization should provide expected satisfaction to the customers.

Here the word customer satisfaction means the utility which customer expect from the product

and when a customer get expected utilities it is called as customer satisfaction.

MRF manufactures the largest range of tyres in India and enjoys the highest brand preference for

superior quality, company manufactures the largest range of tyres in India and is the market

leader with the largest market share it tyre industry.

Since 1984 MRF tyres has consistently been chosen as oem fitment by almost every major car

manufacturer in India apart from tyres MRF also manufacturer conveyor belts, pretreads and

advanced polyurethane paints.

Here every customer of MRF is getting satisfaction and it may analyzed by the following

information

MRF own No. 1 award for customer satisfaction by J.D Power Asia pacific for

2001&2002

It is also created good brand name in other countries also, and it is the first Indian

company to export tyres to the US, the very birthplace of tyre technology. It is the first

company in India to manufacture and market Nylon tyres passenger tyres commercially.

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MRF is providing huge number of products to the customer as per the requirement and

need.

They provide more warranties to the customers and it will shows that the company has

confident on its product.

So as per the above information it found that the customer satisfaction towards MRF tyres is

good

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STATEMENT OF THE PROBLEMS:

Profit earning has become one of the important objectives of each and every company.

It is very easy to attract new customers but retaining old customer is too difficulty only

the satisfied customer will remain loyal to the firm brands.

A person enters a showroom when he wants to purchase tyres, but before purchasing

tyres he consults so many persons about tyre. Like about price, quality, service etc, and then he

make decision to purchase.

If he finds any problem with tyres, he may change his positive attitude into negative

attitude towards tyres given by the showroom.

Considering, all above points, I have decided To study the Customers Satisfaction

towards MRF Tyres in Tuticorin city.

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OBJECTIVES OF THE STUDY:

A customer is not dependent on us we are dependent on customer , this statement is basis

thing for every firm or service sector.

Objectives are:

1. To know the customer satisfaction towards MRF tyres in Tuticorin city.

2. To know the attributes which creates customer satisfaction among MRF tyre users in

Tuticorin .

3. To know the satisfaction level of the customer with the MRF tyres.

4. To know valuable suggestion form the customer.

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SCOPE & LIMITATIONS

SCOPE:

The study is purely based on the survey conducted in Tuticorin city and has focused on

customers. The study covers the information about the mind set which may varies from situation

& where the respondents may not be able to give required and accurate information.

LIMITATIONS:

1. Due to respondents busy schedules, the interests shown by respondents to answer the

questionnaire may be less. This may have resulted in collecting inaccurate information.

2. Due to time and cost constraint the sample size selected is 100.

3. The selected sample size is small as compared to the total number of customers. Hence

the obtained result may not be accurate as it may not represent the whole population.

4. The project is open for further improvement of the work.

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CHAPTER II

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Literature Review

Customer satisfaction

In a competitive marketplace where businesses compete for customers, customer satisfaction is

seen as a key differentiator and increasingly has become a key element of business strategy.

Measuring customer satisfaction

Organizations are increasingly interested in retaining existing customers while targeting non-

customers; measuring customer satisfaction provides an indication of how successful the

organization is at providing products and/or services to the marketplace.

Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of thestate of satisfaction will vary from person to person and product/service to product/service. The

state of satisfaction depends on a number of both psychological and physical variables which

correlate with satisfaction behaviors such as return and recommend rate. The level of satisfactioncan also vary depending on other options the customer may have and other products against

which the customer can compare the organization's products.

Because satisfaction is basically a psychological state, care should be taken in the effort of

quantitative measurement, although a large quantity of research in this area has recently been

developed. Work done by Berry (Bart Allen) and Brodeur between 1990 and 1998 defined ten'Quality Values' which influence satisfaction behavior, further expanded by Berry in 2002 and

known as the ten domains of satisfaction. These ten domains of satisfaction include: Quality,Value, Timeliness, Efficiency, Ease of Access, Environment, Inter-departmental Teamwork,

Front line Service Behaviors, Commitment to the Customer and Innovation. These factors are

emphasized for continuous improvement and organizational change measurement and are mostoften utilized to develop the architecture for satisfaction measurement as an integrated model.

Work done by Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and 1988 provides

the basis for the measurement of customer satisfaction with a service by using the gap between

the customer's expectation of performance and their perceived experience of performance. Thisprovides the measurer with a satisfaction "gap" which is objective and quantitative in nature.

Work done by Cronin and Taylor propose the "confirmation/disconfirmation" theory ofcombining the "gap" described by Parasuraman, Zeithaml and Berry as two different measures(perception and expectation of performance) into a single measurement of performance

according to expectation. According to Garbrand, customer satisfaction equals perception of

performance divided by expectation of performance.

The usual measures of customer satisfaction involve a survey with a set of statements using aLikert Technique or scale. The customer is asked to evaluate each statement and in term of their

perception and expectation of performance of the organization being measured.

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Improving Customer Satisfaction

Published standards exist to help organizations develop their current levels of customer

satisfaction. The International Customer Service Institute (TICSI) has released TheInternational Customer Service Standard (TICSS). TICSS enables organizations to focus their

attention on delivering excellence in the management of customer service, whilst at the same

time providing recognition of success through a 3rd Party registration scheme. TICSS focuses anorganizations attention on delivering increased customer satisfaction by helping the organization

through a Service Quality Model.

TICSS Service Quality Model uses the 5 P's - Policy, Processes, and People, Premises,

Product/Services, as well as performance measurement. The implementation of a customerservice standard should lead to higher levels of customer satisfaction, which in turn influences

customer retention and customer loyalty.

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INDUSTRY PROFILE

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INTRODUCTION OF MRF COMPANY

1946 - A year to remember India was on the threshold of independence.

A young entrepreneur, K.M. Mammen Mappillai, opened a small manufacturing unit where

balloons, latex cast squeaking toys and industrial gloves were manufactured little did he

realize then that the company he started would grow to become the no.1 tyre manufacturer in

India.

MRF established its first office in 1949 at Chennai, Tamil Nadu, and India. The company began

as a manufacturer of toy balloons and other rubber products and then later on moved to

manufacture tyres in 1961.

Today MRF is into a league of its own with:

MRF manufactures the largest range of tyres in India and enjoys the highest brand

preference for superior quality, company manufactures the largest range of tyres in India and is

the market leader with the largest market share it tyre industry.

Since 1984 MRF tyres has consistently been chosen as oem fitment by almost every major car

manufacturer in India apart from tyres MRF also manufacturer conveyor belts, pretreads and

advanced polyurethane paints

The milestones achieved while being such a progressive and vibrant company, is also recognized

by the corporate world through a number of awards like.

Voted as one of the Indian most admired marketing companies by A & M leading advertising

and marketing and marketing journal.

No. 1 award for customer satisfaction by J.D Power Asia pacific for 2001&2002

Most ethical company in India by business world, a leading business magazine.

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Industry Review

Indian Tyre Industry to Register a Growth of 9-10% in the Next 5 Years

The Indian Tyre Industry produced 736 lakh units of tyres (11 lakh tones) garnering Rs.

19000 crores in FY07. MRF Ltd. was the market leader (22% market share) followed closely by

Apollo Tyres Ltd. (21%). The other major players were JK Tyre & Industries (18%) and Ceat

Ltd.(13%). The Indian tyre industry is characterized by its raw material intensity (raw material

costs account for approximately 70% of operating income), capital intensity, and cyclicality,

fierce competition among the top players, low bargaining power and resulting low margins. The

top players are now focusing on branding their products and strengthening their distribution

network so as to increase their market share.

The industry derives its demand from the automobile Industry. While OEM market off

take is dependent on the new vehicle sales, replacement market demand depends on the total

population of vehicles on road, road conditions, vehicle scrapping rules, overloading norms for

trucks, average life of tyres and prevalence of tyre retreading.

The main category of tyres produced in the country is that of Truck & Bus tyres. Thesetyres accounted for 57% of the total tyre tonnage production in FY07 followed by LCV tyres

which accounted for 9% of the total tyre tonnage production. Approximately 53% of the total

tyre tonnage off take was by the replacement market, 31% by OEM and 15% by the export

market in FY07. The industry tonnage production registered a 5 year CAGR of 9.69% between

FY 02-07. The largest category of Truck & Bus tyres recorded a 5 year CAGR of 7.85% (slower

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than the industry) while Light Commercial Vehicle (LCV), motorcycle and car tyre categories

grew at 15%, 16% and 14% respectively (faster than the industry). Off the road (OTR) tyre

category (customized tyres) which fetch a higher margin compared to other tyre categories, is the

fastest growing category.

The OTR tyre category has registered a 5 year CAGR of over 20% in the last five years.

Most of the top players are increasing their capacity for the production of OTR tyres so as to

improve their product mix, this being a high margin product.

The exports from the country clocked a CAGR of 13% in unit terms and 18% in value

terms in the period FY 02-07. Most of these tyres that are exported are of cross ply design. With

radicalization catching up in some of these markets, the Indian manufacturers will need to

graduate to production and export of radial tyres so as to protect their share in the export market.

Radicalization of tyres is still minimal in India.

Only the car tyre market has moved to radial tyres (95%) but in all other categories,

cross ply tyres are still preferred. Poor road conditions, overloading in trucks, higher cost of

radial tyres and poor awareness of the tyre users are the main reasons for the non transition of the

domestic market to radial tyres. However, going ahead radicalization in truck & bus tyres may

increase due to governments focus on infrastructure development.

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CARE Research projects the Indian Tyre Industry to register a growth of 9-

10% in the next five years

The Indian Tyre Industry produced 736 lakh units of tyres (11 lakh tones) garnering Rs. 19,000

crores in FY 07. MRF Ltd. was the market leader (22% market share) followed closely byApollo Tyres Ltd. (21%). The other major players were JK Tyre & Industries Ltd (18%) and

Ceat Ltd. (13%). The industry tonnage production registered a 5 year CAGR of 9.69% between

FY 02-07.

Truck & Bus tyre category (accounting for 57% of the tonnage production) recorded a 5 year

CAGR of 7.85% (a rate slower than that of the industry) while Light Commercial Vehicle

(LCV), Motorcycle and Car tyre categories grew at 15%, 16% and 14% respectively (at rates

faster than that of the industry). Off the road (OTR) tyres (customized tyres which fetch a higher

margin compared to other tyres) category is growing at a fast pace. The OTR tyre category

registered a 5 year CAGR of over 20% in the last five years. Most of the top players are

increasing their capacity for the production of OTR tyres so as to improve their product mix, for

e.g. CEAT Ltd. is increasing its OTR capacity at its Nasik plant from 60,000 to 1,00,000 tyres by

end 2008, JK Tyre & Industries is expanding its OTR capacity from 25,000 tyres to 42,000 tyres

by end 2008, even smaller player like Falcon tyres is making its foray into the OTR category.

The exports from the country clocked a CAGR of 13% in unit terms and 18% in value terms in

the period FY 0207. Most of these tyres that are exported are of cross ply design. With

radicalization catching up in some of these markets, the manufacturers will need to graduate to

radial tyres so as to protect their share in the export market. Radicalization of tyres is still

minimal in India. Only the car tyre market has moved to radial tyres (95%) but in all other

categories cross ply tyres are still preferred. Poor road conditions, overloading in trucks, higher

initial cost of radial tyres and poor awareness levels in tyre users are the main reasons for the non

transition of the domestic market to radial tyres. However, going ahead, radicalization in truck &

bus tyres may increase due to governments focus on infrastructure development.

CARE Research expects the tyre industry to register a tonnage growth of 910% in the next five

years (FY 0712). The truck & bus and LCV tyre category are expected to register a CAGR of

8% and 14% respectively (FY 0712).

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MARKET PLAYERS

Birla Tyres

Registered Office Shivam Chambers 53,

Syed Amir Ali Avenue, Kolkata,West Bengal-700019.

Phone +91-33-22814516

Primary Industry Tyre ManufacturersTotal Employees 30

Business Summary

Birla Tyres entered the Indian tyre market in 1991. The manufacturing facilities are locatedat Balasore in Orissa. In ten years of operation, it has scaled new heights of productivity.

The initial capacity of 1 million tyres per annum has since been enhanced to 1.5 million tyresper annum. The new millennium saw it roll out high performance Steel Belted Car and L.C.V.

Indian % International %MRF 22.00% Michelin 20.01%

Apollo 20.00% Brighestone 18.04%JK Tyres 19.00% Goodyear 16.09%

Ceat 16.00%Birla 7.00%Goodyear 6.00%

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radials, using state-of-the-art machines with the latest technology from the world famousPirelli of Italy. The continuous quest for excellence saw the Birla Tyres team add many

feathers to its cap. It has received ISO 9001, ISO 14000 and QS 9000 certification.

Publicly traded No

Contact PersonsName Phone Email

+91-33-22814516 [email protected]

Executive Team

Executive Name Designation Phone

Company Website http://www.birlatyre.com/

Jk Tyre & Industries Ltd. - Company Profile.

Company Profile: Jk Tyre & Industries Ltd.

Ticker: 530007

Exchanges: BOM

2007 Sales: 27,652,000,000

Major Industry: Chemicals

Sub Industry: Rubber & Tire Mfrs.

Country: INDIA

Employees:

Business DescriptionJk Tyre & Industries Ltd. Formerly known as J.K.Industries Limited. The Group's principal activity is to

design, develop, manufacture and market of conventional and radial tyres, tubes and flaps. It manufactures

truck and bus radials, steel radials for cars, LCV, trucks and bus. Its radial brands of the Group include

Ultimo and Rally.

APOLLO TYRES LIMITED

Apollo Tyres Limited is the premier tyre manufacturing company in India. In truck tyres it has more than 30% market

share. The brand XT7 became the largest selling truck tyre in the country. The vision of the company is to be a leader

in the Indian tyre industry and a significant global player.

Quick Facts

Country India

Industry Tyre manufacturing

Listings & its codes NSE: APOLLOTYRE; BSE: 500877

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Head Office 7 Institutional Area, Sector-32Gurgaon Haryana - 122001, India

Tel.: +(91)-(124)-2383002 to 18

Registered Office 6th Floor, Cherupushpam Bldg.

Shanmugham Road, Cochin-682031 (Kerala)

Tel.: +(91)-(484)-2381902, 2381903, 2380720

Website www.apollotyres.com

Bridgestones

The Bridgestone Group (the parent company Bridgestone Corporation and its consolidated subsidiaries)constitutes the world's largest manufacturer of tires and rubber products. The parent company was

established in 1931 in the small town of Kurume on the island of Kyushu in Japan. Today, the BridgestoneGroup has manufacturing bases in 25 countries and sells products in over 150 countries worldwide. Tiresaccounted for about 80% of consolidated sales in 2006, with the remainder made up of a varied range ofindustrial and consumer products, together with bicycles and other sporting goods.

Headquarters 1-10-1 Kyobashi, Chuo-ku, Tokyo 104-8340 JAPANTelephone +81-3-3567-0111

Stock Code - TSE

5108Stock Price - TSE

President Shoshi Arakawa

Sector Opthomology

Industries Industrial & Manufacturing

Established 1931Listed 1961

Homepage www.bridgestone.co.jp/english/

Market drivers: India

Robust growth rate in all vehicular segments over last 5 years

Improved capacity utilization by all major manufacturers(>80%)

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Decrease in custom and excise duties to nullify increase in raw

Material costs and increases OPM

Low labour cost : partially offset by low productivity

Improved credit profile and loan serviceability

Market challenges: India

The Radicalization challenge- Radial vs. Cross ply Tyres

Global average- 65% India -2%

Why use Radial tyres?

Positives Negatives

Longer life -100,000 kms Comparatively Higher Cost

Better fuel efficiency 5 to 8% marginally poorer overloading

Lower aspect ratio- Better control

Other challenges Poor roads

Misperception that they are unsuited for India

Difficulty to integrate in old vehicles

Lack of radial manufacturing capabilities

Scope and challenges

Industry poised for a very good growth rate

More J.Vs with world market leaders- better technical

Know-how and quality

Growth in automobile sector cumulative effect on

Tyre industry

Increasing trend in capacity utilization better output

New and uncharted territories as export markets.

Increasing productivity both labour and machinery

Competition from other developing markets

Increasing raw material costs will effect OPM

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MRF LTD.

"Tyres with Muscle"

MRF Ltd. is the first Indian company to export tyres to the US, the very birthplace of tyre

technology. It is the first company in India to manufacture and market Nylon tyres passenger

tyres commercially. In 2004, the company's turnover crossed INR 30 billion mark. The company

was given the title of most ethical company by 'Business World' magazine after a survey

conducted in 1999.

Quick Facts

Founder K. M. Mammen Mappillai

Country India

Year of Establishment 1946 as a toy factory

Industry Tyre Manufacturing

Listings & its codes NSE: MRF; BSE: 500290

Registered Office 124, Greams Road

Chennai - 600 006

India

Tel.: +(91)-(44)-28292777

Fax: +(91)-(44)-28291844/ 0562

Website http://www.mrftyres.com/

Related Website http://www.mrf-exports.com/ (MRF Exports)

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Segment and Brands

Truck / Bus Tyres

Light Commercial, Jeep & Utility Vehicle Tyres

Passenger Cars Tyres

Off the road tyres

Two-Wheelers Tyres

MRF Ltd:

A LEADING PLAYER IN THE TYRE MANUFACTURING INDUSTRY

MRF Limited is engaged in the manufacturing, distribution

And sale of an extensive range of superior quality tyres for

Various kinds of vehicles.

The companys operations relate to manufacture of rubber products, such as tyres, tubes, flaps,

tread rubber

And conveyor belt, as well as specialty coatings for a variety of applications. MRF has six

production facilities in India and around 80 sales offices. From its humble origins in 1946, the

company has come long way to become the market leader in the tyre manufacturing industry.

MRF exports its products to over 75 countries

Worldwide. Today, global tyre manufacturers have to plan and adapt to changes in customer

Demand, fluctuations in raw material prices and availability, while keeping pace with timelines

for shipments; in the face of increasing competition in the global marketplace.

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MRF ranked 12th by Crain Communication

MRF, Indias largest tyre-maker, has moved up the pecking order. According to the latest report

of Tire Business, published by Crain Communications of the US, MRFs rank has improved to

12th during 2000 from 13th during 1999.

The special report titled, "2001 Global Tyre Company Ranking", covered 72 tyre companies

across the world. Commenting on the improved ranking of MRF, executive director

(marketing), Philip Eapen told ET, "It clearly shows the intrinsic strength of MRF, brand equity

and its ability to protect bottom-line.

He said that MRF is retaining its position as number one tyre company in India for the last

several years. Its improved global ranking comes at a time when the automotive industry is

facing a tough market with tremendous pressure on margins.

At the global level, Bridgestone Corporation was ranked number one by Tire Business, closely

followed by Michelin. Among other major Indian players, J K Industries was ranked 17th

against 16th in 1999 while Apollo Tyres moved up the ladder from 21 to 18 in 2000. Ceat was

positioned at 20 last year against 19 in 1999.

Eapen said MRF has emerged as the sole supplier of truck tyres to Volvo. While it is the largest

supplier of radial car tyres (40 per cent share) to Telcos Indica with a monthly supply of 10,000tyres.

MRF was originally started as a small manufacturing unit of balloons, latex cast squeaking toys

and industrial gloves. It was only in the year 1961 that the company started manufacturing tyres.

Today, MRF has 6 manufacturing plants in India located in Tiruvottiyur and Arakonam in Tamil

Nadu, Kottayam in Kerala, Ponda in Goa, Medak in Andhra Pradesh, and one in the Union

Territory of Pondicherry. It has a distribution network of more than 2,500 outlets in the country

and exports tyres in over 75 countries globally. The company established its first office in 1949

at Chennai, Tamil Nadu. It has overseas offices in United Arab Emirates, Bangladesh and

Vietnam.

MRF manufactures the largest range of tyres in India and it has the highest brand preference. It

makes tyres for heavy duty truck, bus, light truck, passenger car to motor sports, rally cars, off

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the road earth movers, two and three wheelers, farm service and military service. It is the market

leader and has 26 per cent share in the Rs 19,00000 million Indian tyre industry.

Funskool India is a joint venture between MRF and Hasbro Inc., USA, the world`s largest toy

company. Funskool`s Goa plant has been making its own moulds for a number of its products,

the most popular of which are Pipsqueaks, a range of low priced baby toys. MRF collaborated

with PIRELLI to manufacture Conveyor Belting. The MRF Conveyor Belt plant in Arkonam,

Tamil Nadu, with an annual capacity of 3000 tonnes, is the most modern belting plant in India.

The company also has a paints and coating subsidiary. It manufactures speciality coatings for

wide range of applications like Metalcoat, Woodcoat Glasscoat etc. MRF made a foray in

retreading as far back as 1970. MRF Pretreads is the most advanced Precured Retreading system

in India. MRF made a foray in retreading as far back as 1970. In the MRF Pretreads system, the

tread rubber is precured from MRF`s factory. It also has the specialised expertise required for

retreading Radial Tyres. The company is an original equipment supplier (OES) of radial tyres to

Tata Indica, Hyundai Elantra, Ford Fiesta and many other cars. Volvo also sources most of its

tyres from MRF for its Indian operations.

Financials

The Company swung to loss for the quarter ended December 2008. During the quarter, the

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company reported loss of Rs 383 million compared with a profit of Rs 517.50 million in the

same quarter last year. Net sales for the quarter rose 17% to Rs 13,519.70 million, while total

income for the quarter rose 16.81% to Rs 13,560.30 million, when compared with the prior year

period. It reported loss of Rs 90.32 a share during the quarter compared with earnings of Rs

122.03 a share in previous year period.

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PRODUCT CATEGORY IN TWO

WHEELER SEGMENT

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The company has stood Himalayan height in the tyre industry. It grabbed all most all

prestigious awards in the key areas like production, customer satisfaction, exports andmany more.


Awards and Achievements:

In 2000, MRF launched smile campaign on Indian

roads.

MAJOR MILESTONES OF MRF COMPANY

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MRF: A tough brand

An enterprise that started as a toy ballon maker in 1946 in South India quickly grew tobecome one of Indias biggest and respected companies. Renowned for product superiority and

innovation, MRF continues to be the leading tyre maker in India.

MRF crossed the INR 3 bn mark and also became the No 1 tyre company in India. MRF legend

the premium nylon car tyre was introduced.

The MRF pace foundation was set up with international pace bowler, Dennis Lilli as its director.

Not long thereafter, pace bowlers trained at the foundation were selected for the Indian cricket

team. In the year 1989, MRF was the clear market leader in every tyre segment. Once again in

recognition of excellence, MRF was awarded the Vishweshwarayya award for the Best business

house in India.MRF collaborated with Hasbro Intl USA, the worlds largest toy makers, and launched funskool

in India. Company also entered into collaboration with Vapocure, Australia to manufacture

polyurethane paint formulations and with Pirelli muscleflex, conveyor, and elevator belting.

MRF also opened the MRF tyredrome, Indias first tyre company owned wheel care complex at

Madras.

MRF brought the 6th world cup boxing championship to Mumbai the first of its kind- with 39

countries participating. In 1993 & 1995 the company was voted by the far eastern economic

review as one of the ten leading corporate groups in India and a leader in Asia. During the same

time MRF was selected as one of Indias most admired marketing companies by the readers of

the A&M magazine.

The companys turn over crossed INR 15 bn in the year 1995.In 2000, MRF launched smile

campaign on Indian roads. It also launched ZVTS tyres for passenger cars in 2000.

MRF wins JD power award in 2003 & 2004. So far it has taken 6 JD awards.

IN the year 2004, MRFs turnover crossed INR 30 bn mark. In 2005, MRF wins the its third

APRC rally. In 2006, MRFs turnover crossed the 5000 crore mark.

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COMPANY PROFILE

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INTRODUCTION OF MALAISOODI TYRES

Establishment:

On March 8th 2002, the MALAISOODI Tyres authorized dealer for

MRF tyres. It was inaugurated by Mr.Charles(Regional manager) & Asst District Manager Mr.

Edison, regional office, Chennai.

MRF company follows the corporate identity for the establishment of

showrooms across the country.

Corporate Identity:

It means the company has its policy in respect of land, building, paints & timing of showroom.

It considers the following factors while starting a showroom as per the Corporate Identity.

i) Location: Every commercial phenomena needs a good location. It up lifts thebusiness process. Malaisoodi Tyres situated in a main road and it is connected to a

bus stand.

ii) Building: For customer attraction a well planned infrastructure is essential. It has

2500 sq. ft area of show room. As well as 1000 sq feet for gowdown, which is

connected with show room.

iii) Machinery: To install the tyres in proper way it has different machines like ..,

a) Tyre Fermant machine

b) Air Compressor

c) Wheel alignment tooling machine

iv) Labours: The labours are the base for any organization. In Tuticorin, there is no

problem for required labours for this business. Malaisoodi Tyres has sufficient and

skilled workers.

Key Competitors: Newly established Appollo Tyres Show rooms and other local branded

tyre showrooms. But these have not any significant effect on show room activities.

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SPECIFICATIONS OF CORPORATE IDENTITY

1) Showroom must be situated in a place which should have easy connectivity.

2) Show room must have the length of 1000 sq.ft.

3) Frontage of 20 feet connected with gowdon of minimum 500 sq.ft.

4) Display of racks, inside & outside showroom colour, display boards, tiles, reception

table, as per the company specifications.

5) Showroom should have automotive tyre fitment machine which must be placed in the

showroom visible to the customers.

6) Company decides monthly sales target, on the basis of population and number of

vehicles. Target goes on renewing and dealer must compulsorily achieve the target.

7) Company has regional offices, so as to fulfill the needs of a dealer. It also has employed,

technical supervisor, sales supervisors.

DUTIES OF TECHNICAL SUPERVISION:

1) To look after the dealers problems.

2) To facilitate any changes in price of a tyre any improvements, and to inform the new

tyres which are going to introduce in the market.

3) Technical Supervisor is a qualified technical person who actually completed engineering

and got training regarding tyres and tubes specifications.

4) One regional office covers 4 districts. Tuticorin comes under regional office of Chennai.

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5) Company usually replaces tyres if tyres are found to have minimum of 5% manufacturing

defects.

DUTIES OF SALES SUPERVISOR:

1) Twice in a month he visits the dealer.

2) Collects information about the customer.

3) Visiting each and every customers and informing them about quality and price of tyres.

4) He helps the dealer to increase the sales and works with them to achieve the monthly

targets.

DEPARTMENT OF MALAISOODI TYRES, TUTICORIN

To provide better service Malaisoodi TYRES has made 3 sections. They are as follows.

1) Sales Section

2) Accountant

3) Service station

SALES SECTION

To achieve increased sales Malaisoodi Tyres has separate sales section. It provides the

quotations and all information regarding the tyres to the customers. Sales section plays

significance role in achieving targets by. It has to provide all information regarding sales to

regional sales supervisor.

ACCOUNT SECTION

It collects all information of transaction and records in systematic manner. It maintains

different account books for different tasks. It also maintains ledgers and regular balance

sheets.

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SERVICE SECTION

This department provides quality service to customers. It fits the tyres in right position

with the help of tyre fitment machine. And it replaces the defective tyres if the tyres found tobe 5% defectives and provides tyre remolding facility to customers in a less price.

FUNCTIONS OF THE SHOW ROOM

I) Customer Visit: Customer care supervisor attends the customer and gives information

regarding :

a) Model

b) Size

c) Price

d) Quality

e) Other information about tyres.

II) Complaint of tyres: Complaints are taken from the customer recorded in the dockets

like serial number, name of customer, contact number, date of purchase and purchase

bill.

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III) If any car radial tyres purchased from the showrooms, then the tyres will be fitted in

the showroom with the help of automate tyre changer.

IV) Dealer has to pay from his own pocket for any promotional activities undertaken by

him.

V) It collects information regarding to tyre users and sends it to regional office.

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DISRTIBUTION CHANNEL: The company has vertical marketing system. The

structure of the marketing system .

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It involves the distribution of tyres and tubes purchased from the company. The

showroom makes the purchase of tubes and tyres. For the Chennai regional office, and

distributes tyres and tubes to the customer through the show room.

The Malaisoodi Show room stands at the Dealers stage in the network of distribution. It

performs the operations according to the policies of the company.

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Type of tyres 2010-

11

2011-12 2012-13*

Truck / Buses 122 146 160

Light Commercial

Vehicles

28 36 88

Jeep/trekker/Trax 40 60 100

Car BIAS ply 44 - -

Car radials 240 480 700

Motorcycle(Light

motorcycles)

900 1500 2250

Moped 50 120 150

Scooter 40 100 350

Auto 132 180 150

Tractor rear 12 40 60

Tractor front 4 10 20

Tractor trailor 20 20 20

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RESEARCH METHODOLOGY

To achieve the stated objective a survey was conducted at Tuticorin city regarding

customer satisfaction towards MRF Tyres provided by Malaisoodi Tyres show room Tuticorin.

Primary Data:

Primary data is collected by the random sampling method. Here we have randomly

interviewed 50 customers through Questionnaire and personal interview and collected the

primary data.

Secondary Data:

These are generally published sources which have been collected originally for some

other purpose, they are not gathered specially to achieve the objectives of the particular research

project hands but already assembled.

Survey Techniques:

Once the researcher has decided to use survey method for collecting data he has to

make a decision to adopt any one of the following survey techniques.

1. personal interview

2. telephone survey

3. mail survey

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Questionnaire

It is the most commonly used instrument in collecting primary data. A questionnaire

consisting of set of questions presented to a respondent for his/her answer. The questionnaire is

very flexible in the sense that there are many ways to ask questions.

Data Collection:

Method used to collect data for the study was through survey. Survey is a systematic

collection of information directly from the respondents; survey was through personal interview

which involves collection of data through face to face communication with the help of

questionnaire.

Method of Sampling:

Tuticorin city has a huge population and each persons opinion cannot be collected. So

the respondents were chosen randomly in Tuticorin city.

Sample Size:

Sample size for the study consisted of 50 persons residing in Tuticorin city. Among them

only some of them responded and others rejected to respond as they were not interested.

Sample Unit:

Customer of Malaisoodi Tyre showroom and owners of vehicles in Tuticorin City.

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CHAPTER III

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DATA ANALYSIS

AND

INTERPRETATION

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DATA ANALYSIS AND INTERPRETATION

Data Analysis:

I have conducted marketing survey on 50 customer to analysis their satisfaction level, for

this purpose I have prepared a questionnaire to collect the information from them. Among these

50 customers, only some of them responded as per that now we will see the analysis of the

collected data.

1. The following tables shows the factors which motivated the customer to purchase the

MRF TYERS

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FACTORS CUSTOMERS

Friends 8

Brand Image 9

Advertisement 9

Relatives 8

Self-decision 16Total 50

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0

16%19% 21%

13%

31%

0

0.05

0.1

0.15

0.2

0.25

0.3

0.35

FACT

ORS

Frie

nds

Bran

dIm

age

Adve

rtisement

Relativ

es

Self-d

ecisio

n

Series2

Series1

Interpretation:

The above table & graph shows that:

A. 16 customers have purchased MRF Tyres by there own decision.

B. 8 customers have purchased MRF Tyres by there Friends recommendation.

C. 9 customers have purchased MRF Tyres by its Brand Image.

D. 9 customers have purchased MRF Tyres on the basis of Advertisement.

E. 8 customers have purchased MRF Tyres on there Relatives recommendation.

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2. The following tables shows the level of satisfaction of customer need/purpose of

purchasing MRF TYRES

Fully Satisfied 23

Satisfied 17Dissatisfied 7

Fully dissatisfied 3

Total 50

Fully Satisfied

45%

Satisfied 35%

Dissatisfied

13%

Fully

dissatisfied

7%

Fully Satisfied

Satisfied

Dissatisfied

Fully dissatisfied

Interpretation:

The above graph shows that:

45 % of people are fully satisfied with the purchase of MRF tyres.

35 % of people are just satisfied with the purchase of MRF tyres.

13% of people are dissatisfied with the purchase of MRF tyres.

7 % of people are fully satisfied with the purchase of MRF tyres.

3. As compare to other tyres the MRF TYRES are rated as below.

A) Price of Tyres

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Strongly Satisfied 15

Satisfied 16

Not Satisfied 10

Fully Not Satisfied 9

Total 50

Interpretation:30 % of customers are strongly satisfied with the price of MRF tyres.

35 % of customers are satisfied with the price of MRF tyres.

21 % of customers are not satisfied with the price of MRF tyres.

14 % of customers are fully not satisfied with the price of MRF tyres.

B) Quality Of Tyres:

Strongly Satisfied 23Satisfied 15

Not Satisfied 8


Total 50

Interpretation:45 % of customers are strongly satisfied with quality of the tyres.

30 % of customers are satisfied with quality of the tyres

16 % of customers are not satisfied with quality of the tyres

9 % of customers are fully not satisfied with quality of the tyres.

C) Durability of Tyres


Satisfied 16

Not Satisfied 7

Fully Not Satisfied 4Total 50

Interpretation:45% of customers are strongly satisfied with durability of tyres

32%of customers are satisfied with durability or tyres

14%of customers are not satisfied with durability or tyres

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9%of customers are fully not satisfied with durability of tyres.

D) Performance Of Tyres:


Satisfied 17Not Satisfied 7


Total 50

Interpretation:42%of customers are strongly satisfied with performance of tyres

35% of customers are just satisfied with performance of tyres

14% of customers are not satisfied with performance of tyres

9% of customers are fully not satisfied with performance of tyres

E) Mileage Of Tyres:


Satisfied 15

Not Satisfied 7

Fully Not Satisfied 4Total 50

Interpretation:48% of customers are strongly satisfied with the performance of tyres

30% of customers are only just satisfied with the performance of tyres

13% of customers are not satisfied with the performance of tyres

9% of customers are fully not satisfied with the performance of tyres

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5) The following tables show the customer opinion about MRF TYRES.

Fully Satisfied 14

Satisfied 21

Not satisfied 8


Total 50

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Fully

Satisfied

Satisfied Not

satisfied

Fully Not

Satisfied

Total

28%

100%

13%17%

42%

0%

10%

20%

30%

40%

50%

60%70%

80%

90%

100%

Interpretation:As per the above chart it shows the details:

28 % of customers are fully satisfied

42 % of customers are satisfied

17 % of customers are not satisfied

13 % of customers are fully not satisfied

6) The following tables shows the behavior of the showroom people while taking quotations

or purchasing the MRF TYRES.

Very Friendly 17

Friendly 22

Not friendly 4

Dont know 7Total 50

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34%

44%

9% 13%

100%

0%

20%

40%

60%

80%

100%

120%

Very

Friendly

Friendly Not

friendly

Dont

know

Total

Interpretation:34 % customer say that the behavior of showroom people while taking quotation or purchasing

MRF tyres were very friendly.

44 % customer says that the behavior of showroom people were friendly

9 % customer says the behavior of showroom people not friendly

13 % customer says the behavior of showroom people dont know

7) The following table shows the customers opinion about service charges in show room.

Very Reasonable 15

Reasonable 21

Costly 8

Very Costly 6Total 50

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30%42%

16% 12%

100%

0%

20%

40%

60%

80%

100%

120%

VeryR

easona

Reaso

nabl

Costly

VeryCos

t

Total

Series1

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Interpretation:30 % of customers said that service charges are very reasonable.

42 % of customers said that service charges are reasonable.

16 % of customers said that service charges are costly

12 % of customers said that service charges are very costly

8) The following tables show why customer prefers MRF TYRES.

Quality 19

Price 12Service 8

Durability 11

Total 50

Quality

38%

Price 24%

Service

16%

Durability

22%

Interpretation:38 % customers prefers the MRF tyres due to the good Quality

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24 % customers prefers the MRF tyres due to the reasonable price

22 % customers prefers the MRF tyres due to its durability

16 % customers prefers the MRF tyres due to its service

9) The following tables shows the problems faced by customers while purchasing MRF

TYRES

Lack of Information 11

Non co-operation of show room people 4

Delay 8

No problem 17

Total 50

22%

7%

17%

54%

0%

10%

20%

30%

40%

50%

60%

1

Lack ofInformation

Non co-operation of

show room people

Delay

No problem

Interpretation:22 % customer faced the problem due to lack of information

07 % customer faced the problem due to non cooperation of show room people

17 % customer faced the problem due to delay

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54 % customer faced no problem

CHAPTER IV

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FINDINGS

31% of customers have purchased on there own decision. They have decision

on the basis of experience and some customers have taken after making

comparison with other tyres. Hence it reveals that customers are satisfied with

MRF TYRES

Majority of customers means 45% are satisfied with the fulfillment of their

need/purpose.

Only 30% of customers are fully satisfied with price of the tyres about 21%

are not satisfied and 14% of customers are fully not satisfied with the price.

About 45% of customers are fully satisfied,30% o f customers are only just

satisfied and 16% are not satisfied with the quality.

About 45% of customers are satisfied with durability of tyres, and 14% are not

satisfied with durability.

About 42% of customers are fully satisfied with the performance of the tyres,

and only 14% are dissatisfied.

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The customers are having a very good opinion about the MRF TYERES

about 28% are strongly satisfied with its performance, and only 17% are not

satisfied with performance.

The customers are having very good opinion about the behavior of showroom

people about 44% of customers are saying they are friendly and only 13% are

dont know.

The service charges are very reasonable in the view of about 43% of

customers and about 11% of customers believe that the service charges are

costly.

Majority of customers are fully satisfied with the MRF TYRES

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SUGGESTIONS

SUGGESTIONS TO SHOWROOM:

Showroom must recruit well qualified and skilled labours that care about the

customer. It will abolish the problem of unskilled and poor quality service.

Showroom employees and workers should maintain friendly relation with every

customers.

Showroom should provide the remolding system to the existing customers.

Showroom should maintain tyres, tube, air compression machines etc,. which are

needed to the customer at any time.

Always adopt the improvement of servicing system and keep the showroom in

good conditions.

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SUGGESTIONS TO COMPANY:

o The company should reduce the price of there products.

o Improve the distribution network and make available the products in

needed time of customers.

o Company always keeps some prizes and gifts to attract the customers.

o The products should advertised in the Regional TV channels and in

leading newspaper must.

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CHAPTER V

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Strategic Group Analysis

Strategic Group Analysis is a method to find the nearest competitor and analysis his competitive

advantage and change your strategies to meet him in the market.

A strategic group is a concept used in strategic management that groups companies within an

industry that have similar business models or similar combinations of strategies. For example,

the restaurant industry can be divided into several strategic groups including fast-food and fine-

dining based on variables such as preparation time, pricing, and presentation. The number of

groups within an industry and their composition depends on the dimensions used to define the

groups. Strategic management professors and consultants often make use of a two dimensional

grid to position firms along an industry's two most important dimensions in order to distinguish

direct rivals (those with similar strategies or business models) from indirect rivals. Strategy is the

direction and scope of an organization over the long term which achieves advantages for the

organization while business model refers to how the firm will generate revenues or make money.

Hunt (1972) coined the term strategic group while conducting an analysis of the appliance

industry after he discovered a higher degree of competitive rivalry than suggested by industry

concentration ratios. He attributed this to the existence of subgroups within the industry that

competed along different dimensions making tacit collusion more difficult. These asymmetrical

strategic groups caused the industry to have more rapid innovation, lower prices, higher quality

and lower profitability than traditional economic models would predict.

Michael Porter (1980) developed the concept and applied it within his overall system of strategic

analysis. He explained strategic groups in terms of what he called "mobility barriers". These are

similar to the entry barriers that exist in industries, except they apply to groups within an

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industry. Because of these mobility barriers a company can get drawn into one strategic group or

another. Strategic groups are not to be confused with Porter's generic strategies which are

internal strategies and do not reflect the diversity of strategic styles within an industry.

Example chart:

Strategic Group Analysis

Strategic group analysis identifies groups of competitors with similar strategic characteristics.

Strategic Group Analysis for Malaisoodi Tyres is given below:

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NEW BUSINESS EXPANSION

MRF have introduced Truck Alignment with modern technology to it Dealer, Now Malaisoodi

Tyres have a competitive advantage to meet Samy tyres in truck tyre sales and services.

Truck alignment is a maintaining step for truck tyre life and fuel efficiency step in truck

alignment is given below

wheel balance and alignment troubleshooting tips will help you pinpoint the truck's symptoms so

that you can convey useful information to a repair person. Potential solutions are a guide to help

you understand your truck, but should not be used to make a diagnosis.

Constant shake or vibration at all speeds

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Bad tire

Bent wheel

Constant shake or vibration at specific speeds or ranges

Out of balance wheel or wheels

Vibration when you hit a bump

Worn or loose steering or suspension parts

Loose front wheel bearings

Constant steering wheel vibration

Problem in the front wheels

Constant vibration in the seats

Problem in the rear wheels

Pull or Drift

Incorrect tire pressure is the most common cause of pull (vehicle wants to go quickly to the left

or right) and drift (truck makes a gradual direction change).

Issues with Radial Tires

Do you feel a consistent pulling to the right or to the left? It might be radial pull, which can

occur anytime, even with new tires. If you have the ability and tools, try switching tires side-to-

side (left side tires with right side tires). If the pull changes directions or stops, you're dealing

with radial pull.

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Steering Alignment or Worn Parts

If the alignment is out of spec or you have worn steering components, the vehicle will pull or

wander (you must constantly correct to the left and right) .

TECHNOLOGY COMPETITIVE ADVANTAGE

Cutting Edge Design & Technology:

Bee Line built its exceptional reputation by producing state-of-the-art, quality equipment through

innovating at every opportunity.

Continuous process improvement, providing the very best in testing, maintenance and alignment

technology results with innovative products that meet our ambitious standards.

Being an innovation leader requires a highly qualified, skilled and inspired staff. Careful

personnel planning, internal and external collaboration and on-going research ensures that

industry standards are constantly surpassed.

Bee Line boasts complete in-house manufacturing capabilities:

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Mechanical design and engineering

Internal software development team

Electronics engineered in-house

A modern manufacturing facility

Leading-edge Quality assurance lab

In-house design, internal software development, world class manufacturing capabilities, ISO

certified, national and international sales team and legendary customer service make Bee Line

uniquely self-reliant.

Computerized Wheel Alignment;

Bee Line invented laser alignment technology to achieve the most accurate wheel alignment

measurements on the market today. The bright laser beams on our state-of-the-art LC7500 Laser

Guided Computer Wheel Alignment Systems are highly visible and help the operator become

more confident and efficient. The entire system can be calibrated in a few minutes right in your

shop, lowering your cost of performing alignments and improving profit potential. With accuracy

up to .005, our systems produce the results you demand.

The LC7500 Laser Guided Computer Wheel Alignment System was developed to significantly

lower your cost of performing alignments and increase productivity, therefore improving profit

potential.

Built-in Calibration lowers costs and increases productivity

Exclusive in-house software design with updates at no additional charge

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Locally sourced Windows-based computer & 32" monitor, viewable at a greater distance,

minimizes downtime

On-Board Assist / Remote Diagnostics / F1 Help makes training uncomplicated and

straighforward

Faster processing, extraordinary accuracy and increased speed all come together in the LC7500

Series to deliver the ultimate return on your investment by enhancing productivity. Users have

performed at least one more alignment per day, generating additional revenue each week all

without adding more technicians or working overtime.

If your shop is interested in offering more convenience, our acclaimed LC7500 Series lets you

take your alignment service directly to the customers location with the ultimate Mobile

Alignment Package. This system is ideal for gauging truck wheel alignment on location, inside

or out, and utilizes a laptop computer loaded with our WindSpeed 7500 software.

The Bee Line On The Floor Alignment configuration is a popular setup for trucking fleets and

shops that perform routine alignment checks but do not have a dedicated alignment bay. All the

same great features of the LC7500 Series are Computerized Wheel Alignmentavailable with our

On The Floor System, giving your shop the ability to accurately diagnose any misalignment

condition including toe, camber, caster and tracking, plus KPI and turning radius in any

bay of your shop.

Rear/tandem axle and trailer alignment can also be performed as part of our computerized

gauging system using the 22000 Rear Axle Aligner. This intelligent system allows axles to be

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aligned to the centerline of the vehicle, ensuring maximum tire life and the safest vehicle

operation.

Rear / Tandem Axle Alignment:

Centerline Alignment for Rear Axles

In order for a vehicle to achieve proper tracking, the wheels must travel parallel to the centerline.

All rear axles, including offset axles and axles with different tire spacers or different size tires

are set perfectly at 90 degrees to the centerline of the vehicle regardless of whether the chassis is

centered over the axle. If the rear axles are not traveling 90 degrees to the center line of the

vehicle, there will be excessive tire wear on the front and rear tires. The rear axle alignment is

usually thought of as the second most critical tire wearing angle, although the rear axle tracking

can be the most costly due to it causing premature tire wear on all of the vehicles tires front

and rear. Proper rear axle tracking will also increase fuel mileage since wheel dragging is

relieved. The Proven Bee Line self-centering Wheel Cradles assure the correct position of the

laser when seated on the cradles in relation to the axle. Wheel Cradles eliminate the need for run-

out and raising the vehicle off the floor, allowing the operator to gauge the suspension alignment

in its operational position.

The proven 22000 lets you accurately position your rear axles perpendicular to the vehicles

centerline, allowing the wheels to travel in a straight line.

With the newly redesigned Bee Line 22000 Portable Rear Axle Aligner, you can take rear axle

alignment to your customers shops, terminals or wherever they might be located. The 22000 can

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be used as a stand-alone manual gauging system for tractors and trailers or as a part of our

computerized gauging system. The design of the equipment allows the axles to be aligned to the

centerline of the vehicle, ensuring maximum tire life and the safest vehicle operation. Self-

centering frame gauges and a calibrated laser provide the highest level of accuracy on the

market. Tracking error can be diagnosed in less than five minutes. The 22000 is the latest version

of our intelligent, time tested design that continues to be the industry benchmark for tractor and

trailer axle alignment.

The laser beam is aimed forward in a line identical to the axles thrust line and strikes the front

target, which measures the amount of axle error from the center line of the vehicle.

Save up to 30% on tire costs and up to 2% on fuel costs .

Axle Correction:

Bee Line is a pioneer in axle correction equipment, and our exclusive equipment is a must for the

truck repair facility that wants to perform complete truck alignment service. Most passenger cars

and light trucks have adjustments or aftermarket kits to adjust camber and caster to preferred

specifications vs. OEM tolerances, so it only makes sense to set a heavy duty truck to preferred

specifications for optimized performance. The Bee Line floating beam system and correction

tooling allow the operator to fine-tune the axles to these specs.

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By making cold bends, our tools enable you to make precise camber and caster corrections on

any size axle without removing them from the vehicle. Improper camber is the third leading

cause of steer tire wear. Not correcting camber causes premature tire wear and costs the operator

money. With Bee Lines patented and proven camber and caster correction tooling, you can align

tractors and trailers completely for top performance.

Frame Correction Systems:

:

The Bee Line Truck Frame Machine and Press system is a chassis and suspension correction

system for heavy duty vehicles of all types. It is widely considered to be the most accurate and

efficient system available on the market today, with unlimited possibilities of configuration and

installation to fit your shops needs. Our Frame Presses come in a variety of sizes and models

including drive through, floor, pit and portable to diagnose and correct conditions like side

sway, sag, twist and diamond.

Built tough and versatile

The Bee Line extra heavy duty frame machine is designed to fit into your shop and help increase

production and correct all chassis to better than new. The runways easily adjust from 39" to 94"

tread width. The Bee Line frame machine has the ability to handle all sizes of trucks, buses,

trailers and even specialized equipment. Bee Line's design makes corrections without causing

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additional damage to the vehicle and without heat. The vehicle retains its original tensile

strength.

With frame correction capabilities in your own shop, you no longer have to rely on outside

sources to work the job into their schedule. You can perform the job quickly and cost effectively

with reduced downtime.

Frame correction products include:

Standard Truck Frame Press Works in conjunction with Advanced Aligner Runways.

I Beam System Constructed using I-beams mounted securely to the floor.

Drive-Over Frame Press Completely portable press that saves shop space.

Dump Body Tools Reshapes damaged dump bodies quickly, safely and easily.

Manual Alignment:

Caster-Camber Gauges with Two-Dial Runout Eliminator

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The Bee Line 18305 and 19305 gauges come complete with these great features:

Bee Line Micrometer Dial, which has proven itself time and again in the industry as the most

accurate and easy to read mechanical Caster-Camber gauge.

Complete horizontal and vertical runout compensation with exclusive two-dial system eliminates

any guesswork.

The cam system locks easily and securely to bead, fellow or any other part of the rim or wheel.

The reversible advancer will mount securely to the inside or the outside of the rim.

Quality construction of lightweight durable materials ensure a long, dependable life.

Wheel Balancing:

On The Vehicle Wheel Balancing

Accuracy and simplicity are the hallmarks of Bee Lines revolutionary Smart Balancer II, the

latest generation of touch screen computerized systems that balances wheels on the vehicle. With

a few short spins of the wheel, the touch screen illustrates the exact amount of weight and

location where it should be added to the wheel, dramatically decreasing the time it takes for a

complete balance. With the Smart Balancer II, you make more money with a better quality

balance in less time.

Off The Vehicle Wheel Balancing

We now also offer the ET66 Wheel Balancer and HD700 Electrohydraulic Tire Changer through

a partnership with Corghi USA Inc., an international leader in wheel service equipment, as part

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of our mission to provide professional equipment that differentiates you from the competition

and helps you become a highly productive, one-stop-shop solution provider.

The ET66 is an extremely compact model that utilizes an integrated lift, making the technicians

job effortless with less opportunity for physical injury. The balancers energy-saving, slower

speed of 75 rpm reduces the risks associated with rotating parts, and its spin time of just 17

seconds gets the job done in a flash.

Total Vehicle Wheel Alignment

With the ability to gauge all critical alignment angles AND correct camber and caster, Bee Line

offers the only heavy duty Total Vehicle Wheel Alignment Solution.

Heavy duty alignment equipment on the market today varies widely in areas of overall design,

technology and the extent of capabilities. Inexpensive and basic systems may only use

mechanical equipment that depends on technician interpretation to gauge alignment angles, while

more expensive equipment may take only a few basic alignment measurements and input the

findings into a computer to analyze the alignment condition. Even some computerized alignment

equipment available may only allow you to measure and adjust basic toe and tracking errors.

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Total Vehicle Wheel Alignment means measuring and correcting all alignment angles, not just

toe and rear tracking. What good is it knowing the truck is out of alignment if you cannot correct

the problem?

Bee Line recognized a long time ago that measurement and correction of all the major alignment

angles is necessary to achieve maximum truck efficiency. That is why we promote Total Vehicle

Wheel Alignment to extend tire life, maximize fuel efficiency and improve vehicle handling. Our

services and products include:

Advanced Aligner Runway System

The Bee Line Advanced Aligner Runway machine and our alignment tooling are designed to

allow a shop to perform all necessary alignment corrections. The machine places the truck at a

comfortable working height, either in a pit or above ground. It allows room to make adjustments

not only to toe and tracking, but also camber and caster. There is no fixed beam or equipment in

the way to hinder access or make it difficult to work on the vehicle.

Suspension Inspection

The first step in a professional alignment is to raise the vehicle and inspect the suspension for

problems like damaged springs, worn king pins, loose bearings or worn steering linkage. Without

raising the vehicle, these problems can go unnoticed and continue to cause tire wear and

handling problems. Using a Bee Line alignment machine along with our heavy duty air jack

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allows you space to inspect the vehicle. Our popular Advanced Aligner Runway machine is

available in a variety of lengths and widths, beginning at two sections. Once on the runway, the

heavy duty air jack lifts the front of the vehicle so inspection, maintenance and runout can easily

be performed.

Computer Alignment System

Bee Lines state-of-the-art computerized alignment system utilizes lasers, which are more

accurate than manual or infrared sensors. The bright laser beams are highly visible and show any

alignment errors on the vehicle. Bee Line lasers provide the most accurate alignment readings on

the market today. While most systems only measure to one-hundredths of an inch, we use a

system capable of measuring alignment variables to five-thousandths of an inch.

All corrections and adjustments to a vehicles alignment are done with a live reading. The

readings for toe, rear tracking and camber are shown on the computer screen or a wireless

Remote Display and reflect all changes as corrections are being made to ensure accuracy.

Calibration is built-in on Bee Line equipment. Calibration is an important part of any alignment

system and should be done frequently to ensure accurate alignment readings. Our equipment can

be calibrated by the operator at any time in just a few minutes there is no long wait or extra

expense while waiting for an outside party to come and calibrate the equipment.

Axle Correction Tools

Complete alignment does not stop with a measuring system. Why take readings if they are not

used? Improper camber causes tire wear and improper caster causes handling problems. To

correct caster and camber on trucks, Bee Line developed the Floating Beam System, which

allows one technician to correct heavy duty truck axles on the vehicle when used with the Bee

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Line AA machine. Our patented camber tooling can correct out of tolerance camber on all axle

sizes, as well as correct caster due to axle twist. The floating beam system is designed to be

easily attached to the vehicle axle for corrections and removed and placed out of the way when

the correction is finished. Our special Bee Line Spring Lift also allows easy removal and

replacement of caster wedges.

Rear Axle Aligner

Complete your total alignment system with a 22000 Rear Axle Aligner. For a vehicle to track

properly, the rear axles must be perpendicular to the vehicles centerline and parallel to each

other. The Rear Axle Aligner is fast, accurate and easy to learn and use. A technician can set up

the system and take all necessary measurements in less than five minutes. If adjustments are

needed, they can be made with the Rear Axle Aligner in place, using it as a guide for the

adjustment.

With the following technology advantage Malaisoodi Tyres can become monopoly in

Tuticorin Market.

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CHAPTER V

CONCLUSION

According to the study I conclude that the MRF TYRES company satisfies the customer

need and the purpose, but only problem is with the service given to the customers by the

showroom. So, as per study in my opinion based on project I can say that MRF TYRES should

think about the service provided by showrooms in order to capture the maximum market

segment.

According to Tuticorin city the market is vast almost the whole district customers and

other new people purchase the MRF Tyres because it is old brand running tyres in market.

Almost people demands the MRF Tyres comparing to other company tyres.

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Company provide more advertisement and always keep customers need with

development of MRF Tyres.

Customers Satisfaction towards MRF TYRES in Tuticorin city

QUESTIONNAIRE

Dear Sir/Madam,

(Please tick ( ) appropriate answer in the box / space)

I. Customer Introduction:

a. Name : _____________________________________________

b. Address : _____________________________________________

_____________________________________________

c. Occupation / Job: _____________________________________________

II. Which factors motivated you to purchase MRF TYRES?

A: Friends [ ] B: Brand Image [ ]

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C: Advertisement [ ] D: Relatives [ ]

E: Self decision [ ] F: Others [ ]

III. To what extent the MRF TYRES has satisfied your purpose / need?

A: Fully Satisfied [ ] B: Satisfied [ ]

C: Dissatisfied [ ] D: Fully Dissatisfied [ ]

IV. As compare to other tyres how do you rate the following characteristics of your

MRF TYRES

Characteristics Excellent Very good Good AveragePrice

Quality

Durable

Performance

Mileage

V: What is your opinion about MRF TYRES?

A: Excellent [ ] B: Very Good [ ]

C: Good [ ] D: Bad [ ]

VI: what was the behavior of show room people while taking quotations or while

Purchasing MRF TYRES?

A: Very Friendly [ ]

B: Friendly [ ]

C: Not-Friendly [ ]

D: Dont Know [ ]

VII: What is your opinion about service charges in the show room?

A: Very Reasonable [ ]

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B: Reasonable [ ]

C: Costly [ ]

D: Very Costly [ ]

VIII: Why did you prefer MRF TYRE?

A: Quality [ ]

B: Price [ ]

C: Service [ ]

D: Durability [ ]

IX: What problems faced while purchasing MRF TYRES?

A: Lack of informations [ ]

B: Non co-operations of show room peoples [ ]

C: Delay [ ]

D: No problem [ ]

X: Give your valuable suggestions to improve MRF TYRES?

A: __________________________________________________

B: __________________________________________________

C: __________________________________________________

***************THANK YOU***************

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BIBLIOGRAPHY

To complete this project I have referred the following books:

i) Marketing management - Philip kotlar.

ii) Marketing research - Tull & Hawkins

iii) Customer relationship management - Kristin anderson

iv) Customer service delivery - Larry fogli

v) WWW.MRFTYRESINDIA.COM

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http://www.mrftyresindia.com/http://www.mrftyresindia.com/


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APPENDIX

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project report of mrf

Documents