14.03.2019final Work Tolins

1.
INTRODUCTION
Marketing is a customer centered approach which aims at the satisfaction of their wants
through the distribution of valuable products and services. Marketing brings together
customer, products and services. The concept of marketing is based on identification of
customer needs and their satisfaction. The process of marketing is a combination of
four elements.
1. Development of products
2. Determination of price
3. Distribution channel to deliver the products at the customer’s place, and
4. Promotion (advertisement) strategy.
Marketing is a significant business activity, which contribute greatly to the success of an

organization. It facilitates firms to understand customer needs and develop products
and services accordingly. Effective marketing strategies help organizations to
differentiate their products and services in a complex market environment. The success
or failure of an organization depends on the quality of its marketing strategies. Firms
without a marketing mindset move around their products rather than their customers
which may result in undesirable products.
Marketing in simple terms can be "A human activity directed at satisfied needs and
wants through and exchange process" Marketing as a functional area of management is
becoming extremely important as compared to other fields.
The American marketing association (AMA) defines marketing as "An

organizational function and set of process for creating, communicating and delivering
value to customers and for managing customer relationship in ways that benefit the
organization and its stakeholders."
Dennis Adcock defines marketing as the right products, in the right place, at the
right time, at the right price."
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HISTORY OF THE ORGANIZATION
Founded in 1982 Tolins Tyres has initiated in this are
as an SSI unit, the Group has established itself as a major tyre retreading solutions
provider across India and as many as 40 foreign countries, including the Middle East,
East Africa Jordan, Israel, Kenya, Syria and Egypt. Tolins is the first Indian retread
brand to enter and survive in the toughest and most competitive American market for
pre-cured retreading products. Quality, durability, technology, value and international
standards coverage at tolins manufacturing plants in India and abroad. We possess
an excellent track record in the manufacturing and marketing of tyres and accessories,
well-knit dealer network across the country. Our product earns huge accolades in the
market for their durability, high strength and longer functional life. The precision
engineered, range of products offer extra mileage and is ideal for all kind of vehicles
ranging from two wheeler tyres, passenger car tyres, truck tyres to earth mover tyres.
The great visionary late K P Varkey, foreseeing the prospects in retreads, the Group has
gone a long way ahead in expanding its core business. We are headed by our
experienced entrepreneur and technocrat with experience & expertise ' to cater the
varied requirement of the patrons. He is a great source of inspiration for every individual
working with us. Under his guidance, we have been successful in making a distinct
identity for ourselves in this domain.
MISSION AND FOCUS OF THE ORGANIZATION
MISSION
Standardization of operations at all levels, right from procurement to the last
mile, is the mission in front of us. Procurement of right quality raw materials from the
source sophisticated R&D, quality control implementation at all production plants, ultra-
modern machinery and a chain of retail outlets etc., are the leading factors which help
us to accomplish this mission.
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FOCUS
At present, 30% of Tolin's production is devoted to addressing the export requirements.

In the domestic market the company has a solid client base comprising major State
Public Sector units (STU's). We have also opened up sales in the US market recently
and are now procuring special molds to develop patterns for the US Market. Expanding
the section or sections of the establishment, wholly or partially for any period or periods.
Without notice. Workers should be notified by the management by notifying about the
shutdown in the notice period prior to the stoppage within practicable time period.
Authority
Any worker aggrieved by an order of punishment shall have the right to appeal to the
managing director against the punishment imposed on him. Managing director may in
his discretion revoke, rescind, amend or confirm the punishment awarded to the
workman.
Complaints
All complaints arising out of the terms of employment or conditions of service shall
be dealt with according to the grievance procedure.
Confidential Record of Service

A record of service is maintained which contains the details of the employee like his
date of birth, age as on the day when he joined, qualifications, promotions, salary at
The start of the service, punishment records etc. This record is open for inspection by
the concerned member anytime as he desires.
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DEPARTMENTS OF THE ORGANIZATION
Departments are the entities of the organization for organizing people, reporting
relationships and to assist the flow of duties in a way that best supports the
accomplishment of the firm's goal. Each department performs specific functions which
yields a quality future for the organization. Various departments in tollins tyres are:
1. Production Department
2. Marketing Department
3. Commercial Department
4. Finance Department
5. Human Resource Department
6. Materials Department
7. Research and Development Department
8. Engineering Department
9. Legal Department
10. Safety Department
11. Medical Department
12. Project Department
13. Security and Vigilance Department.
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1.2 INDUSTRY PROFILE
Rubber is a versatile product with multiple usages. It is grown in various countries and
plays a crucial role in the Indian economy too. India is one of the leading rubber
producers in the world.
The use of rubber is widespread, ranging from household to industrial product, entering
the production stream at the intermediate stage or as final products. Tyre and tubes are
the largest consumers of rubber. The remaining 44% is taken up by the general rubber
goods sector, which includes all products, except tyre and tubes, Synthetic rubber is
mainly used for the production of tyres and tubes, cycle tyres and tubes and footwear.
Other applications for the synthetic variety are camel back and belts.
India, being the fourth largest producer of natural rubber in the world, is considered to
be on of the key players in the global rubber business. The entire requirement of rubber
based industries for natural rubber, synthetic rubber, rayon and nylon tyre cord, steel
cord, carbon 1 black and rubber chemicals, etc. is being met from indigenous sources.
Rapid progress has also been made in the production of natural rubber.
The future for natural rubber looks bright. Ever increasing volumes are being produced.
At 5.92 million tons per annum, natural rubber has 39% of the world rubber
consumption of 15.14 million tons per annum. The rubber industry is expected to grow,
at over 8% per annum this decade, as the per capita consumption of rubber is 0.8 kg
against 14 kg in the developed world. India is likely to become the world's third- largest
producer of natural rubber after Thailand and Indonesia, rubber board sources said.
With crude prices unlikely to come down, synthetic rubber is likely to remain a costly
alternative. With accelerating demand from automobile industry and other rubber
consuming industries in developing countries, the shortage of natural rubber is likely to
aggravate in coming years. There exists a huge scope for expansion causing import of
machinery, technology and raw materials and export of rubber goods
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Most of the rubber production is consumed by the tyre industry which is almost 52% of
the total production of India. Among the states, Kerala is the leading consumer of
rubber, followed by Punjab and Maharashtra. Though, India is one of the leading of
rubber but it still imports rubber from other countries. At present, India is importing
around 50000 tons of rubber annually. There is a very good scope in this field. New
entrepreneurs venturing in this field will find immense market potential.
History of the industry
The indigenous people of the Americas had known and used rubber long before the
arrival of European explorers. Rubber makers in ancient Mesoamerica were
almost 3500 years ahead of Charles Goodyear and his vulcanized rubber. The ancient
mayan people used latex to make rubber balls which were used in an important ritual
game. This game was called Tlachtlic, a cross between football and basketball, but had
religious significance.
In 1525, a person called Padred' Anghieria reported that “he had seen Mexican tribes
people playing with elastic balls. An eraser was considered to be the first use for rubber.
This was suggested by Magellan, a descendent of famous Portuguese navigator. It was
popularized in England by someone called Priestley and it became known as India
rubber. The Portuguese meaning of rubber is borracha and this originated from making
jars replacing the leather borrachas that the Portuguese used to ship wine.
In 1735, the first scientific study of rubber was undertaken by Charles de la condamine.
According to him, rubber could be used to produce flexible tubes. Since then, there
were many draftsmen who become involved with rubber. In 1820, Nadier, a British
industrialist produced rubber threads and attempted to use them in clothing
accessories. This was the time when America was seized by rubber fever, and there
was the waterproof footwear used by the indigenous people which became a success.
Snow boots and waterproof fabrics were produced in New England
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In 1832, the Rosburg factory was set up which unfortunately did not do well as
cold weather affected goods produced from non-vulcanized natural rubber, leaving them
brittle and thereby discouraging consumers.
After a long period trying to develop a process to upgrade rubber qualities that almost
ruined him, Goodyear discovered vulcanization, quite by accident in 1840. Till 1839,
rubber was subject to the change in weather conditions. The rubber was hot and sticky
during hot weather. It became cold and brittle during cold weather. Goodyear discovered
the process vulcanization when a mixture of rubber, lead and sulphur were accidentally
dropped into a hot stove. This resulted in a product which wasn't affected by weather,
and which came back original form if stretched. The process was refined and thereby
the uses for rubber materials increased. This new vulcanized rubber was resistant to
water and chemical interactions and did not conduct electricity, and hence suitable for a
variety of products.
Pre-Columbian people of South and Central America used rubber for balls, containers
and shoes and for waterproofing fabrics. Mentioned by Spanish and Portuguese writers
in the 16 century, rubber did not attract the interest of Europeans until reports about it
were made (1736-1751) to the French Academy of Science by Charles de la
Condamine and Francois Freneau. Pioneer research in finding rubber solvents and in
waterproofing fabrics was done before 1800, but rubber was used only for elastic bands
and erasers, and these were made by cutting up pieces imported from Brazil.
The first rubber factory in the world was established near Paris in 1803, the first in
England by Thomas Hancock in 1820. Hancock devised the forerunner of the
masticator (the roller through which the rubber is passed to partially break the polymer
chains), and in 1835, Edwin Chaffee, an American, patented a mixing mill and a
calendar (a press for rolling the rubber into sheets).
In 1823, Charles Macintosh found a practical process for waterproofing fabrics, and
in 1839, Charles Goodyear discovered vulcanization, which revolutionized the rubber
industry. In the latter half of the 19th century, the demand for rubber insulation by the
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electrical industry and the invention of the pneumatic tyre extended the demand for
rubber. In the 19h century, wild rubber was harvested in South and Central America and
in Africa most of it came from the para rubber tree of the Amazon basin.
Key Features
 At present there are 40 listed companies in the tyre sector in India.
 Major players are MRF, JK tyres, APPOLO tyres and CEAT, which account for 63
percent of the organized tyre market. The other key players include Modi Rubber
Kesoram Industries and Good Year India, with 11 per cent. 7 percent and 6 percent
share respectively. Dunlop, Falcon, Tyre Corporation of India Limited (TCIL),
 TVS-Srichakra, Metro tyres and Balakrishna tyres are some of other significant
players in the industry.
 While the tyre industry is largely dominated by the organized sector, the unorganized
sector is predominant with respect to by cycle tyres.
 The industry is a major consumer of the domestic rubber market. Natural rubber
constitutes 80% while synthetic rubber only 20% of the material content in Indian
tyres. Interestingly world-wide the proportion of natural to synthetic rubber in tyres is
30:70.
 The sector is raw material intensive, with raw material accounting for 70% of the
total cost of production.
 Total production figures in tonnage: 11.35 lakh MT 7 total production of tyres in all
categories: 811 lakh (2007-2008).
 Current level of radicalization includes 95% for all passenger car tyres, 12% for light
commercial vehicles and 3% for heavy vehicles (truck and bus)
 Restrictions were placed on important of used retreaded tyres since April 2006.
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 Import of new tyres & tubs is freely allowed. Expect for radial tyres in the truck/bus
segment which has been placed in the restricted list since November 2008.
 Total value of tyre exports from India is approximately Rs. 3000 cr (2007-08).
 The major factor affecting the demand for tyres include the level of industrial
activity, availability and cost of credit, transportation volumes and network of roads
execution of vehicle loading rules, radicalization, retarding and exports.
Tyre- supplies are targeted and marketed primarily to the following categories:
Replacement market, Original equipment manufacturers, Export, Government supplies
and State transport undertakings. The replacement market is significant for
manufacturers of tyres in the category of motor cycles, scooters/mopeds and tractors,
while the OEM segment is significant for the category of passenger cars and jeeps.
Future Scope Of The Industry
The future for natural rubber looks bright. Ever increasing volumes are being produced.
At 5.92 million tonnes per annum, natural rubber has 39% of the world rubber
consumption of 15.14 million tonne per annum. The rubber industry is expected to grow
at over 8% per annum this decade, as per capita consumption of rubber is 0.8 kilogram
against 14 kilogram in the developed world. India is likely to become the world's third-
largest producer of natural rubber after Thailand and Indonesia. With crude oil prices
unlikely to come down, synthetic rubber is likely to remain a costly alternative. With
accelerating demand from automobile industry and other rubber consuming industries in
developing countries, the shortage of natural rubber is likely to aggravate in coming
years. There exists a huge scope for expansion causing import of machinery,
technology and raw materials and export of rubber goods.
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The rubber industry in India is basically divided in two sectors. Tyre and non-tyre
sector, they produce all types of auto tyres, conventional as well as radial tyres and
exports to advance countries like USA. The non-tyre sector comprises the medium
scale, small scale and tiny units. It produces high technology and sophisticated
industrial products. The small scale sector accounts for over 50% production of rubber
goods in the non-tyre sect Growing by share of rubber consumption, automotive tyre
sector is the single largest sector accounting for about 50% consumption of all kinds of
rubbers, followed by bicycles tyres and tubes 15%, footwear 6%, camelback and latex
products 7%. All other remaining rubber products put together account for 10%.
With the saturation in rubber consumption in Western countries and the shift in
consumption of rubber to the Asia Pacific region, the focal points for this decade for
development will before India. The industry is expected to grow at over 8% per annum
in the coming decade. Taking into account the above prospects, the industry envisaged
annual growth rate of890 and per capita consumption of rubber at 0.8 kilogram against
14 kilogram. There exists tremendous scope for expansion and development in coming
years provided basic raw materials, particularly natural and synthetic rubber are made
available in adequate quantity and at reasonable prices. Consumption of 1.25 million
tonnes of rubber with per capita usage of 1.2 kilograms and exports of rubber goods
worth Rs.30 billion seems possible by the year 2005. Asia is now in the focus of growth
in the rubber industry. All the world natural rubber is grown in this region namely.
Thailand, Indonesia, India, Malaysia, Sri Lanka etc. The fastest growing economies in
the world are here namely China, India and Malaysia etc.
. World's powerhouse Japan is here. The largest investments in new synthetic rubber
plants are coming up in Asia. Production of all auto majors is shifting to Asia, even as
consumption-wise Asia's share in the world's auto market grows. Highest growth and
availability of technically trained manpower for the rubber industry is in this region. Low
demand growth for the end products, high labor costs, very strict environmental norms,
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non-availability of backyard are all propelling the world's major input suppliers for the
rubber industry to look towards Asia.
COMPANY PROFILE
TOLINS TYRES Pvt. Ltd. was started in 1982 with its corporate office in Kalady. The
goal of the industry is to be the market leader in Tyre Re- treading. TOLINS TYRES Pvt.
Ltd. has a presence worldwide and has a strong dealer following. Their products range
from Pre-cured Tread rubber; Nylon Truck Tyres, Mould cure Tread Rubber, Bonding
gum, Vulcanizing solution, and Strip rubber.
Tolins Tyres Pvt. Ltd.
Name : Tolins Tyres Pvt. Ltd
Address : М.С. Road, Mattoor,
Ernakulam District, Kerala, India.
Founder : Mr. K.P. Varkey.
M.D : Dr. K.V. Tolin
Website : www.tolins.com
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Located on a sprawling 50-acre area on the beautiful banks of river Periyar in the
evergreen South India state of Kerala is Tolins Tyre's. India's fast growing tyre and
retread manufacturer. Over the last three decades and more the Tolins group of
companies has earned and maintained an excellent track record on the strength of its
superior quality products and highly dependable services. Not surprisingly, it has earned
a pride of place in the global tyre and retreads industry thanks to its expertise and vast
knowledge base in both rubber and tyre.
During 1982 late Mr. K.P. Varkey has sparked the start as an SSI unit and submitted
his entrepreneurial skills, vision and commitment over the years to become this flagship
venture The Tolins Tyres".
Tolins group was headed by its founder and chairman late Mr. K.P. Varkey and
competently assisted by his son and the Managing Director Mr. K. V. Tolin along with
well
qualified executives and dedicated work force. Today the organization is in the safe and
able hands of Dr. K.V. Tolin.
The group has established itself as a major tyre retreading solutions provider across
India and as many as 40 foreign countries, including the Middle East, East Africa,
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Jordan,
Israel, Kenya, Syria and Egypt, Notably, Tolins is the first Indian retread brand to enter
and survive in the toughest and competitive American market for pre-cured re-treading
products.
Quality, durability, technology value and International standards converge at Tolins

manufacturing plants in Indian and abroad. An excellent track record in the
manufacturing
and marketing of tyres and accessories, well-knit dealer network across the country and
commendable customer support are some of the strong fundamentals of this company.
"Our tyres are black, still Green" claims Dr. K.V Tolin, MD of Tolins Group, highlighting
its
green manufacturing practices and concern for the environment.
HISTORY OF THE COMPANY
Tolins rubber were 25 years old company with excellent track record in manufacturing
rubber products such as rubber, tread rubber, rubber compounds etc. The company's
corporate headquarters and production plants are spread over 'an area of 50 acres
situated along the M.C road state highway Kalady. Tolins Group is headed by its founder
and chairman Shri K.P. Varkey and competently assisted by his son and the Managing
Director.
Shri K. V. Tolin, along with his well-qualified and dedicated work force. During 1982, Shri
К.Р. Varkey has sparked the start, as an SSI unit and submitted his entrepreneurial
skills,
vision and commitment over the years to become this flagship venture "The Tolins
Group"
Over a short span of time, the group has succeeded in developing Tolins brand into one
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of the leading Rubber Products and Tyre Manufacturing Companies in the country. Our
overseas manufacturing unit in UAE has also started producing quality products with the
latest technology.
At present the company produces 1500 tonnes of finished retreads per month. Marely
30% of the total production is exported every month. It has bagged the Best Exporter of
the year awards for the years 2006-2007 and 2007-2008 instituted by CAPEXIL (Export
promotion Council) BERCHNOVA 2007 Entrepreneur of the year Award for the year
2006-2007 by Berchmans Institute of Management Studies, S.B. College,
Changanaserry
and the Global Malayalee Council's Business Award for the year 2004 to chainman
K.P Varkey.
Tolins has a turnover of 120 cores in the current financial year and expected to reach
300 cores on achievement of full capacity of tyre's production. It produces 15000 tyres
per month including tractor tyres and plans to scale up to 30000 tyres per month very
shortly.
Tolins Milestones
1982 - Late K.P. Varkey started a small scale Tread Rubber Manufacturing Unit at
Mattoor Kalady with a capacity of 50 tonnes per month.
1985 - Second unit was started at Kanjoor with the same capacity.
1990 - Third unit started: Product-pre-cured Tread Rubber.
1992 - Acquired a running Mixing Unit of Muringoor, Chalakudy
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1994 - Fourth unit started also Pre-cured tread rubber with capacity of 250 tonnes
per month.
1997 - A new mixing Unit with two ban ries started at Marottichodu, Kalady with a
mixing capacity of 900 tonnes month.
1998 - Capacity of Pre-cured tread rubber plant increased to 600 tonnes and first
export made Middle East.
2002 - Acquired a Tube manufacturing Unit at Edathala, Aluva.
2005 - One or more Pre-cured tread rubber unit started with a capacity of 300
Tonnes a month; Tolin's capacity increases to 1200 MT per month.
2006 - Became a Multinational Company by starting a plant at Ras-Al-Khaima,

UAE
2007 - Best exporter award from government of India.
2008 - Started tyre manufacture at Kalady plant, started exporting 90% of tyre
production to several countries worldwide.
2010 - Doubled tyre production capacity; tyre accredited by SONACAP-A product

certificate.
2011 - Capacity of PCTR hiked to 1600 tonnes per month, entered Gujarat by
opening own sales depot.
2011 - Capacity of PCTR hiked to 1600 tonnes per month; entered Gujarat by
opening own sales depot.
2012 - Signed 50.50 JV with a Ukrainian firm to produce Tread Rubber.
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FUTURE AND GROWTH PLANS
Founded in 1982 as an SSI unit by great visionary late K.P. Varkey, foreseeing the
prospects in retreads, the group has gone a long way ahead in expanding its core
business. The company is currently on a major expansion spree. With a view of
reinforcing its foothold in the global market, the company has recently entered into a
strategic join venture with a Ukrainian company and occupied land in Sri Lanka for a
green field facility besides targeting to spread out operations in Australia and some
unrepresented arcs in Europe and Africa. The company does not have any plans to
enter in the radial tyre segment as there are many established players in the segment.
This phenomenon is not present in the bias tyre market, and that is our strength.
PRIORITIES AND FOCUS
At present 30% of Tolins production is devoted to addressing the export requirements.

In the domestic market the company has solid client base comprising major state public
sector units (STUs). Infrastructural expansions are currently on for doubling the
production of tyres to meet the extensive demand in the domestic and international
markets adding that region - specific characteristics such as climate, driving habits, road
conditions ete. Are taken into account while improvisations are made in product
compositions so as to address these diverse markets. Additional investments are
channelized for new moulds and development of compounds. Expanding the dealer
networks in the domestic market and opening up exclusive shops in niche areas are
company's priorities and their turnover has already crossed Rs. 5000 million and
expected to touch Rs. 10,000 million in the next 2 years. Tolins capacity is projected to
expand the present 2000 tonnes a month to 4000 tonnes, also within a span of 2 years.
VISION AND MISSION
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Mission
Standardization of operations at all levels, right from procurement to the last mile"
VISION
"Emerge as global player in rubber and tyre industry and position the company in an
innovative in new generation tyres”.
Quality policy
 Total customer satisfaction
 Opportunity cost
 Less price
 Innovative
 Nature good relationship
 System for continual relationship
Objectives of the company
 Total customer satisfaction
 Create opportunity for rubber and rubber products
 Provide products at lesser price
 Provide products at lesser price
 Maintain good relationship
 Maintain system of continuous improvement
 Create new generation tyres
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 Better utilization of available resources
Future scope of the company
Company has a vast scope in rubber industry. Company's well developed departments
especially Research and Development department brings new innovations in the
industry. Tolins will become one of the main companies in rubber industry. The quality
maintained by them is one of the main reasons for their success. In future they expect
an excellent growth. Their new innovation was undertaken on new generation tyres.
They hope it brings one more reason for Quality, Durability, Technology, Value and
International standards meets the road at Tolins manufacture plants. An excellent track
record in the manufacturing and marketing of tyre accessories, well-knit dealer network
across the country and customer support has motivated us to launch these world class
tyres in the Indian market starting with Kochi Kerala. Thus Tolins has an opportunity to
expand its market over the entire world
TOLINS Lug tyres are designed with square lateral groove, good cornering, open
shoulders, which features high load capacity and good durability, excellent resistance to
cuts and tearing on all terrains and more re-treads. Four grooves Rib type pattern of
TOLINS TYRES with bevels on shoulders provides unmatched performance in steering.
Low rolling resistance, heat resistance, long wear, side skid resistance and a re-tread
friendly shoulder are features that make TOLINS TYRES perform for excellence.
By maintaining this intense level of quality control and developing new method and
techniques to ensure top products quality, Tolins perpetuate its long standing position at
the forefront of the industry. Business operations are those activities involved in the
running of a business for the purpose of producing value for the stakeholder. Compare
business processes, the outcome of business operations is the harvesting of value from
assets owned by a business. Asset can be either physical or intangible.
Company life cycle
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Company life cycle refers to different stages through which the company passes away
during its life time. The company passes through five stages. They are Introduction,
Growth Maturity, Saturation and Decline.
 Introduction.
This is the first stage of the company. This starts when the company is launched
in 1982. At the time of introduction stage, sales and demand are very low. During this
period promotional activities are heavy. Profits are negative due to heavy expenses at
the stage.
 Growth
This is a period of rapid market acceptance and increasing profits because promotional
cost is spread over a large volume of sales. This starts from 1995, During these stage
sales and profits will increase rapidly.
 Maturity
Maturity stage is the stage that the company reaches its maximum. It is the present
situation in the initial period of the stage profits increase and reaches its maximum,
gradually profit will start falling.
 Saturation
This is a period of stability, in this stage the sales began to decline.
 Decline
The last stage in the company life cycle is decline stage. During the stage sales declin
much. This is the end stage of the company
Product range
Tolins tyres producing various kinds of products in related with tyre industry, they are as
Follows:
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 Pre-cured tread rubber.
It is manufactured using only the finest natural and synthetic rubber along with high-
tech carbon black and tested and proven quality chemicals. It is usually of high density
and available in various tread designs, is lined with cushion gum before applying to a
buffed casing using the cold cap method of re-treading. It is available in various ranges
of designs and sizes from 85 mm to 370 mm base width.
 Tyre
Tyres are produced only for Light commercial vehicles. These may range in different
categories. Tolins Lug tyre are uniquely designed with square lateral groove, good
covering shoulders, featuring high load capacity and good durability, excellent
resistance to cuts open and tearing on all terrains. These tyres are only meant for the
trucks in foreign countries, as they are custom designed. So these tyres are only being
produced and exported to foreign counties.
 Bonding gum
It is used for tyre repairing processes. It is being made from the good quality natural
rubber which gives a very long shell life and a very good tackiness pre-cured. It is the
combination of highly tacking resins and the best blend of polymer. Bonding gum is
available in t dimensions of customer choice suitable for curing temperature 99 degree
C, 125 degree C and 150 degree C in 10 kg and 30 kg packing
 Vulcanizing solution
It is used for the vulcanization of tube patches and rubber base valve repairs. It is used
for repairing punctures in the tubes cleaning the repair area of tyres and tubes. It is
suitable for tyre re-treading 99 degree C, 125 degree C and 150 degree C available in
5.25 and 200 litres packing.
 Tyre flaps
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It is a perfect blend in polymer to get the best result in re-treading champer, highly heat
resistant and extra durable. The tyre flaps are used to protect the tube from chafing with
the rim and prevents it from being pushed under the bead toe.
 Rope rubber
It is used in both hot and cold re-treading of tyres. It is essential for filling the injuries I
tyres. It is a self-curing compound for cosmetic repairs only.
 Camel black
SIt is a specially designed compound for extra shelf life and high mileage. It is available
in different grades to suit different applications, manufactured in sizes as per customer's
specifications.
 Curing bag
These bags are used for tyre re-treading purpose. Each size of tyre requires rubber
curing bags of the same size. It is specially designed to maximize the cures. These are
manufactured for all segments of vehicles.
 Tyre and tube repair patches
The company offers a wide range of repair patches for both ordinary and radial tyres
with chemical and heat vulcanizing system.
Marketing Department
This department performs the function of producing, fulfilling and servicing the products
for the customers. This department is currently focusing on the product development
and the adoption of latest technologies for better sales of the products. This department
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is headed by the marketing manager who manages the various functions of the
company like research, promotion, sales, storage etc.
Market details
At least 30% of the tyres, and re-treads are being exported out of the total production.
The company is looking at Chennai as a major marketing hub of its products for the
Indian market. In the domestic market, the company has a solid client base comprising
major state public sector units. The company can genuinely boast of an excellent track
record in the manufacturing and marketing of tyre and well-knit dealer network across
the country with dedicate tons of synthetic rubber from Korea, Japan and China during
the period of six months.
Tolins Tyres Pvt. Ltd. Mainly deals with the manufacturing and production of retread
products globally. But the tyres are only being exported to foreign countries. The tyres
being manufactured were initially launched in both the domestic and the foreign market.
But due the lack of success in the Indian roads, its production and sales were withdrawn
from the domestic market. The reason for the lack of success was not depended on the
quality, but due to the customization of to be suitable for the foreign roads. So the
company started exporting their tyres to foreign countries alone.
Competitors and market share
In the present scenario Tolins is facing tight competition from other companies. MRF is
considered to be the major competitor, as it produces the same products as compared
to Tolins. MIDAS is one of the major competitors in the re-trend products. The major
competitors are:
 MIDAS Tyre Ltd. Kottayam
 MRF Tyres Ltd. Chennai
 CEAT Tyres Ltd. Kothamangalam.
22
 JK Tyres Ltd. Udhaypur.
 Apollo Tyre Ltd. Perambra
Market position share
The company currently produces 200 units of tyre per day and 2000 tons of re-tread per
month. The gross production has reached 15000 Mt's and turnover has crossed Rs.200
crore The Tolins Tyre has 10% of market share compared to other companies.
Structure of marketing department
Marketing manager
Sales manager
Sales man
Functions
 Product development
 Strategies for customer satisfaction
 Increasing goodwill
 Market research.
23
 Buying and assembling
Advertisement and Sales Promotion activities
 Promotion through wholesalers or dealers
 Fixing commission for dealers
 Website
 Offering surprise gifts to customers’ dealers and event repairs
 Television adds
 Magazines
 Dealers conferences in every 6 months
Review of Literature
Eric M.Olson February 2018
Characteristics of the marketing organization and their relationship with strategy

implementation have been the focus of considerable research over the past three
decades. These characteristics include the marketing organization's structure, culture,
processes, influence and leadership, among others. However, little attention has been
paid to human resource
Salman Yousaf October 2018
In the present study, the use of the internet to promote Halal cuisines and culinary
tourism is compared and contrasted through content analysis method of investigation of
the national tourism bureaus of China, South Korea, Japan and Thailand on their official
websites. It was found that Japan, South Korea and Thailand attempted to strategize
24
their country's potential as a preferred Halal tourism destination for Muslim tourists by
introducing and promoting Halal cuisines, Halal food culture, Halal food restaurants and
general Halal services of interest for Muslims. However, the same was not observed in
the case of China, which dealt with the issue of religion as an ethnic issue in its culinary
tourism strategies. The findings furnished by the present study accommodate both the
perspectives of the industry and the research by providing a framework for essential
website dimensions for the promotion of Halal culinary tourism and additional Halal
services.
Patrick De Pelsmacke June 2018

We investigate to what extent digital marketing strategies (such as having a digital
marketing plan, responsiveness to guest reviews, and monitoring and tracking online
review information) influence hotel room occupancy and RevPar directly, and indirectly
through the mediating effect of the volume and valence of online reviews they lead to,
and to what extent this mechanism is different for different types of hotels in terms of
star rating and independent versus chain hotels. The research was carried out in 132
Belgian hotels. The results indicate that review volume drives room occupancy and
review valence impacts RevPar. Digital marketing strategies and tactics affect both the
volume and valence of online reviews and, indirectly, hotel performance. This is more
outspoken in chain hotels than in independent hotels, and in higher-star hotels than in
lower-tier hotels.
Matthias Fink 6 October 2018

Social media offers a myriad of opportunities for entrepreneurial marketing strategies
that leverage the power of communities, especially when they are combined with
traditional approaches such as celebrity endorsement. The reach, frequency, and speed
of communication on social media offer the ideal leverage for the drivers of
entrepreneurial marketing. However, the rapid rate of change may threaten the effects
of investments in entrepreneurial marketing on social media and they might become
only short-lived.
25
Noor Azman Ali January 2015
This is a conceptual paper to study the impacts of green marketing strategy on the
Malaysian certified ISO 14001 Environmental Management System firms’ performance.
The paper aims at presenting the reviews of the literature on the green marketing and
analyses the two factors that will influence the firms’ performance. Despite the rising
trend of consumers that willing to spend for a green product and the potential of green
product, previous literature revealed that green marketing has encountered some
challenges. The conclusion that was drawn is that, green innovation and the green
promotion have a positive effect on the firms’ performance.
Sinee Sankrusme 2015
This was a case study analysis on Seagram (Thailand) Limited. The company was a
producer of several whisky brands such as Chivas Regal and Master Blend. This study
analyzed the marketing strategy of the company before liquor liberalization in 2000.
Qualitative and descriptive research method had been used in this study. The results
showed as follows: Its marketing objective was to increase sale and income. Its
marketing strategies were focused on direct sell strategy and sport marketing strategy.
Additionally, the company conducted marketing mix strategy such as product, price,
promotion and place (of distribution).
Ourania Notta 2015
The purpose of this article is to investigate the changes in marketing strategies of Greek
food manufacturing companies due to the economic crisis started in 2010. In order to
achieve the above research aim, face-to face semi-structured interviews with managers
of 161 established Greek firms involved in food industry were conducted. The analysis
of firms with changed marketing strategies due to economic crisis with the use of the
principal components method explains the presence of seven leading profiles in the
sample survey. They are: i) promotional oriented; ii) new product oriented; iii) seller
oriented, iv) advertising oriented, v) cost-price oriented; vi) discounts oriented and vii)
26
B2B market oriented. Based on the seven factor scores, a cluster analysis has been
conducted and three homogeneous groups are identified.
Priyanka P. (2015)
Studied that social media can be used for increasing customer loyalty. With the help of
continuous customer support services leads to improvement in customer retention. New
applications and social platforms will flourish and allow even greater personalization and
real-time, location-based engagements in media.
Mack 2012
Every product has some worth or cost in the mind of the ultimate customer. This is called
perceived value of that product. It is the customer’s perceived value of a certain product
which sets the price, which a customer is happily willing to pay for it.
Peter Gabrielsson, Mika Gabrielsson, Tomi Seppala 2012
This study examines the marketing strategies of companies originating in small and
open economies as they expand into foreign markets. It distinguishes two major
globalization paths (that of born global and that of globalizing internationals), contrasts
them with traditional internationalizes, and describes their characteristics. It then
outlines a framework and hypotheses regarding the marketing strategies used in foreign
expansion and examines them empirically in the information and communication
technology field. The authors examine two important strategic marketing issues: the
breadth of product offering and the standardization of marketing strategies across
countries. The empirical results show that foreign expansion path, foreign business
experience, and external globalization pressure have an impact on the selection
27
of marketing strategies. The study also finds that the fit between these contextual
factors and the standardization of marketing strategy has a positive effect on
performance. The novel results regarding the importance of foreign expansion paths in
the selection of marketing strategies have important implications for both academicians
and practitioners in the field of international marketing.
K. Vimaladevi, and Dr. M. Dhanabhakayam (2012)

Study explored on online consumer reviews which was used for future buyers, which is
related to the related products. The person who are interested in getting more quality
information about products form the person who already used that product. Word-of-
mouth (WOM) is important information source used by a consumer when they are
making decisions as it is a new trend of marketing.
Elizabeth Wright 2010
Americans are exposed to an astounding number of advertising messages every day.

The result of this bombardment of advertising on society is that consumers have
become increasingly resistant to traditional forms of advertising. After spending millions
of dollars on mass advertising that consumers tend to block out and ignore, marketers
have re-evaluated their advertising methods and are following holistic marketing
concepts that focus on customer relationship marketing and more creative, understated
ads instead of in-your-face billboards and loud television segments. This paper explores
social media trends, including social media opportunities and mobile marketing, and the
potentially lasting effects that these trends have on advertising.
Andreas Hinterhuber 2008
28
Customer value‐based pricing strategies: why companies resist Customer value‐
based pricing is increasingly recognized by academics and practitioners as the most
effective approach to pricing for companies wishing to achieve increased profitability
and sustained success. However, despite this apparent support for the
implementation of value‐based pricing, the practical reality is that more than 80
percent of companies continue to price their products and services primarily on the
basis of costs and/or competitive price levels.
Madhu Viswanathan 2010
Understanding subsistence marketplaces: Toward sustainable consumption and

commerce for a better world.
This article provides the background and the events leading up to this special issue, and
the composition of articles that follow. This special issue includes articles that take a
bottom-up approach in understanding and explaining subsistence marketplaces,
focusing on individual, communal, and cultural factors that influence consumers and
entrepreneurs who live at or near subsistence, and who comprise a majority of the
world's population.
DR. PUJA KHATRI 2006
Celebrity Endorsement: A Strategic Promotion Perspective. The celebrity endorser is a

panacea for all marketing woes. It is today a frequently used approach in marketing for
all brand building exercises. The star appeal however needs to be perfectly blended
intelligently and strategically to reap the benefits and make brands .It serves as an aid
to expedite recall and influence purchase. But can also be a nightmare unless
accompanied by a powerful idea, effective and impeccable positioning
Burnett John [2008]
29
In the book “Core Concepts of Marketing” has provided insights on different aspects
like determining the needs of customers and their satisfaction through products that has
value and accessibility. The features are clearly communicated in the general purpose
of any business. The author also has introduced the tools of marketing practices used in
the marketing of their products.
George S. Low 2000
Brand managers in packaged goods firms are under pressure to increase or maintain
high sales promotion spending at the expense of media advertising. This study
investigates the antecedents and outcomes of brand managers' advertising and sales
promotion budget allocations by adopting a bounded rationality perspective.
Joffre Swait 2002

The importance of consistency of the marketing mix is widely regarded as a key
marketing principle. Consistency is commonly understood to apply among marketing
mix elements, but it also involves a temporal dimension: Marketing messages and,
more generally, marketing mix strategies should achieve some degree of consistency
over time. In this article, the authors focus on a particular aspect of marketing mix
consistency over time in the context of frequently purchased packaged consumer goods
Harald J. Van Heerde 2003

based on household scanner-panel data. A key result is that the majority of the sales
promotion elasticity, approximately 74% on average, is attributed to secondary demand
effects (brand switching) and the remainder is attributed to primary demand effects
(timing acceleration and quantity increases.
BRAM FOUBERT 2007

Bundle promotions—the practice of granting consumers a discount when they buy a
certain number of units from a designated range of stock keeping units—have gained
popularity among manufacturers and retailers. In this research, the authors investigate
30
the purchase effects of bundle promotions for a category of packaged goods. Contrary
to intuition, they find that promotional bundles are far more effective at inducing
switching than at boosting category sales.
M. BERK ATAMAN 2010

Few studies have considered the relative role of the integrated marketing mix
(advertising, price promotion, product, and place) on the long-term performance of
mature brands, instead emphasizing advertising and price promotion. Thus, little
guidance is available to firms regarding the relative efficacy of their various marketing
expenditures over the long run. To investigate this issue, the authors apply a
multivariate dynamic linear transfer function model to five years of advertising and
scanner data for 25 product categories and 70 brands in France.
Ajay Kalra 2010

Sweepstakes and contests are some of the most frequently used promotional tools.
Consumers participating in sweepstakes or contests have an opportunity to win prizes
through a random draw. The authors examine how commonly used sweepstakes
formats that vary in the number of winners and the allocation of the total reward money
among the winners affect consumer valuations of the promotion.
Hang-Yee Chan 2018

We demonstrate a novel template-based approach to profiling brand image using
functional magnetic resonance imaging (fMRI). By comparing consumers’ brain
responses during passive viewing of visual templates (photos depicting various social
scenarios) and brain responses during active visualizing of a brand’s image, we
generate individual neural profiles of brand image that correlate with the participant’s
own self-report perception of those consumer brands.
31
Timothy P. Derdenger 2018
Using data on advertising and sales of an innovative piece of golf equipment and the
performance of its celebrity endorsers, the authors build a discrete choice model that
incorporates consumer awareness and preferences.
3. RESEARCH METHODOLOGY
3.1 Need for the Study
The success of any manufacturing organization depends largely on the workers, the
employees are considered as the backbone of any company. The study was mainly
undertaken to identify the effectiveness of marketing strategies adopted by the company
and in order to know that it is implemented in the most effective way in the organization.
To study about the various promotional activities happening in the company. To know
about the impact of price on customer satisfaction. To know about the marketing
32
strategies adopted by the company and its effectiveness and to give some suggestions
to improve the current strategies.
3.2 SCOPE OF STUDY
The study focuses on finding the effectiveness of marketing strategies adopted by the
company.
3.3 OBJECTIVE OF THE STUDY
1. To know the various marketing strategies adopted by the company

2. To study the effectiveness of promotional strategies
3. To find out the product image in the minds of the customers.
4. To study the impact of price on customers satisfaction.
3.4 RESEARCH DESIGN
Survey method is used for this study the study is based upon the responses given by
local customers in Ernakulam district. As it was not possible to survey the entire
population elements, sample survey was adopted.
3.5 SOURCES OF DATA
Primary Data
The source of primary data was direct observation and personal interview with
customers and with managers. The data regarding customer satisfaction procured
directly from the customers through a questionnaire. The primary data include
questionnaire.
Secondary Data
33
Secondary Data refers to the data which is originally collected and published by
authorities other than how require it. Such data is already available in some Govt,
publications research study, journals, newspapers and magazines. The data are
collected from the office of the company through various records and manuals of the
company.
3.6 Population
The population of the study comprised of customers at Ernakulam district
3.7 Sample size

the study is focused on local customers in Ernakulam district. The
required data will is collected from 120 respondents.
3.8 Sampling Technique
The researcher uses the convenient sampling procedure that helps to collect the best
information to achieve the objectives of the study.
3.9 Period of Study

The period of study is from Oct 4 2018, to Mar 4 2019, which is a Four months of study.
3.10 STRUCTURE OF QUESTIONNAIRE
Questionnaire consists of a section of questions like closed ended questions,

Dichotomous questions and Rating and Ranking questions were also asked to the
respondents for the collection of personal details to collect data for the study purpose.
Prepared well in advance. Initiates a formal inquiry.
3.11 Analytical tools
The analytical tool used is SPSS for testing the hypothesis for chi square and ANOVA in
SPSS tool.
3.12 LIMITATIONS OF THE STUDY
Some of the respondents were illiterate and explaining the questions and collecting
data was difficult.
34
Some of the people were not willing to give their valuable time to give response to the
questions and they were busy.
As the time allotted for the study was 4 months it was not enough to collect all the
relevant data.
DATA ANALYSIS AND INTERPRETATION
4.1 PERCENTAGE ANALYSIS
Table-4.1.1: Table showing Marital Status wise classification of respondents
Options Number of Responses Percentage

MARRIED 50 42%
35
UNMARRIED 70 58%
TOTAL 120 100
Source: Primary Data.
Object 3
Chart 4.1.1-Marital status
Interpretation:
From the above table it is interpreted that 58% are Unmarried respondents, 42% are
married respondents. Majority of the respondents are unmarried.
Table-4.1.2: Table showing Age Group wise classification of respondents
AGE GROUP RESPONDENT PRECENT

18-25 70 58%
26-35 25 21%
36-45 15 13%
Above 10 8%
Total 120 100%
36
Object 5
Chart 4.1.2-Age Group
Interpretation:
From the above table it is interpreted that 58% are Between below 18-25 years
respondents, 21% are between 26-35 year respondents13% are between 36-45 and 8%
are above 45 years. Majority of the respondents are between the age 18-25 years that
is 58%.
Table-4.1.3: Table showing Qualification wise classification of respondents
Qualification Respondents Percentage

SSLC 25 21%
U.G 70 58%
P.G 20 17%
OTHERS 5 4%
TOTAL 120 100%
37
Object 7
Chart 4.1.3- Qualification
Interpretation:
From the above table it is interpreted that 21% are SSLC respondents, 58% are U.G
respondents, 17% are P.G respondents, and 4% are OTHERS respondents. Majority of
the respondents are U.G Qualified that is 58%.
Table-4.1.4: Table showing income of the respondents.
Income Respondents percentage

Below 1 lakhs 70 58%
1 lakhs - 2 lakhs 30 25%
3 lakhs - 4 lakhs 20 17%
Above 0 0%
Total 120 100%
38
Object 9
Chart 4.1.4- Income
Interpretation:
From the above table it is interpreted that 58% of the respondents are having income
below 1 lakhs, 25% of the respondents are having income between 1 lakhs to 2 lakhs,
and 17% of the respondents are having between 3 lakhs to 4 lakhs. Majority of the
respondents are having below 1 lakhs that is 58%.
Table-4.1.5: Table showing Factor which motivated to purchase the product

Friends 47 39%
Advertisement 33 28%
Brand Image 31 26%
Other 9 8%
Total 120 100%
39
Object 11
Chart 4.1.5- Chart showing Factor which motivated to purchase the product.
Interpretation:
From the above table it is interpreted that 39% are friends the other factor
such as advertisement is 27% and brand image is 26% have same importance. Balance
8% for them responded about other factor. Majority (39%) of the respondents are
Motivated through friends.
Table-4.1.6: Table showing The number of people who have seen the
advertisement of tolins tyre.
Sometimes 65 54%
Every time 8 6%
Rarely 32 27%
Never 15 13%
Total 120 100%

40
Object 13
Chart 4.1.6- The number of people who have seen the advertisement of tolins tyre.
Interpretation:
The above table shows that 54% of the people have seen the
advertisements of the company and only 7% have seen the advertisement every time
and 27% people have seen it rarely and the balance 12% have not seen the
advertisements. Majority (54%) of the respondents have seen the advertisement some
times
Table-4.1.7: Table showing Viewers of tolins tyre’s website.
Yes 65 54%
No 55 46%
Total 120 100%

41
Object 15
Chart 4.1.7- viewers of the website of Tolins tyre
Interpretation:
The above chart shows that 54% of the respondents visit the website of
TOLINS TYRE 46% of the respondents do not visit the website. Majority (54%) of the
respondents have visited the website of Tolins tyre.
Table-4.1.8: Table showing the effectiveness of advertisement of the company

Highly Satisfied 30 25%
Satisfied 60 50%
Neutral 30 25%
Dissatisfied 0 0%
Highly dissatisfied 0 0%
Total 120 100%
42
Object 17
Chart 4.1.8- Chart showing the effectiveness of advertisement of the company
Interpretation:
The above chart shows that most of the respondents are highly satisfied 25%
with the advertisement of the product and 50% of the respondents are satisfied and
balance 25% of them have neutral opinion over the advertisement of the product.
Majority (50%) of the respondents are Highly Satisfied with the effectiveness of
advertisements.
Table-4.1.9: Table showing the effective medium of advertisement

Television 38 32%
News paper 35 29%
Internet 27 23%
Radio 20 16%
Others 0 0%
Total 120 100%
43
Object 20
Chart 4.1.9- Chart showing the effective medium of advertisement
Interpretation:
The above table shows that 32% television and newspaper 29%.
The internet is also a best medium for the advertisement it is 22%and then the radio has
the least response 17%. Majority (50%) of the respondents says that it is television
32%.
Table-4.1.10: Table showing whether the company needs more promotional

activities.
Required 100 83%
Not Required 20 17%
Total 120 100%

44
Object 23
Chart 4.1.10- Chart showing whether the company needs more promotional
activities.
Interpretation:
Most the of the respondents said that the company need

promotional activities and 83% and 17% of the respondent said that the company do
not required more activities because they are already popular among the users .
Majority (83%) of the respondents says that the company need more promotional
activates.
Table-4.1.11: Table showing Satisfaction level of distribution channels of tolins

Satisfied 67 56%
Neutral 23 19%
Dissatisfied 0 0%
Total 120 100%
45
Object 25
Chart 4.1.11- Chart showing Satisfaction level of distribution channels of tolins
Interpretation:
Most of the respondents are satisfied with the distribution channel of

the tolins tyres 56%. 25% of them are highly satisfied with the distribution channel and
balance 19% are much concerned about the distribution channel. Majority (56%) of the
respondents are satisfied with the distribution channels of tolins tyres.
Table-4.1.12: Table showing Satisfaction level of the delivery system of tolins tyre.

Satisfied 62 52%
Neutral 9 8%
Dissatisfied 0 0%
Total 120 100%
46
Object 27
Chart 4.1.12- Chart showing Satisfaction level of the delivery system of tolins tyre.
Interpretation:
Most of the respondents are satisfied with the delivery system of the product
52% and 40% are highly satisfied. Then the rest 8% of the respondents are Neutral with
the delivery system of the product. Majority (52%) of the respondents are satisfied with
the delivery system of tolins tyre.
Table-4.1.13: Table showing whether the organization supply their product at the
right time and right quantity.

Always 74 62%
Sometime 44 36%
Rarely 2 2%
Never 0 0%
Total 120 100%
47
Object 30
Chart 4.1.13- Chart showing about the supply of the product
Interpretation:
The above data shows that 62% of the respondents are agreed that the
organization supply products at the right time and right quantity. 36% of the respondents
says that only some time they provide at the right time.2% of them says rarely. Majority
(62%) of the respondents says that the organization supply their product at the right
time and right quantity.
Table-4.1.14: Table showing the brand preferences of the respondents.

Tolins Tyre 49 41%
Apollo Tyre 35 29%
MRF Tyre 25 21%
Other 11 9%
Total 120 100%
48
Object 32
Chart 4.1.14- Chart showing the brand preferences of the respondent
Interpretation:
The above data shows that 41% of the respondent supports the tolins
tyre and 29% likes to buy the Apollo tyres then 21% of them prefer to buy MRF tyres.
And balance 9% prefer other brands. Majority (41%) of the respondents prefer Tolins
tyre.
Table-4.1.15: Table showing Durability of tolins tyres as compared to its

competitors.

Satisfied 62 52%
Neutral 9 7%
Dissatisfied 0 0%
Total 120 100%
49
Object 34
Chart 4.1.15- Chart showing Durability of tolins tyres as compared to its

competitors.
Interpretation:
The above chart shows that 52% of them says highly satisfied and its
more durable. Then 41% are satisfied with the product and 7% are ok with the durability
of the product. Majority (52%) of the respondents are satisfied with the durability of the
product.
Table-4.1.16: Table showing rating of after sales service of tolins tyres.

Excellent 29 24%
Good 64 53%
Average 27 23%
Poor 0 0%
Total 120 100%
50
Object 36
Chart 4.1.16- Chart showing rating of after sales service
Interpretation:
Most of the respondents has rated as good that is 53% and 24% have
rated as excellent and the 23% have rated it for Average. Majority (53%) of the
respondents says it is good product.
Table-4.1.17: Table showing which aspect of advertisement influenced you the

most

Tag Line 41 34%
Design 62 52%
Creativity 15 12%
Performance 2 2%
Celebrity 0 0%
total 120 100%
51
Object 38
Chart 4.1.17- Chart showing which aspect of advertisement influenced you the
most
Interpretation:
The above chart shows that most of them select the tolins tyre because
of its design 52% then 34% of the respondent says that it is the Tag Line. The balance
12% says it’s the creativity. 2% for the performance. Majority (52%) of the respondents
says is the design of the product.
Table-4.1.18: Table showing the type of vehicle used by the respondents.

Two wheeler 64 54%
Three Wheeler 10 8%
Four Wheeler 26 22%
Six wheeler 20 16%
Above 0 0%
Total 120 100%
52
Object 40
Chart 4.1.18- Chart showing the type of vehicle used by the respondents
Interpretation:
The above table shows that 54% of them are using the Two Wheelers they
are the highest number and 22% of them are using the Four wheelers then the 16% of
them are using the six wheelers and the least amount of respondents are using three
wheelers that is 8%. Majority (54%) of the respondents are using two wheelers.
Table-4.1.19: Table showing whether the price of tolins tyre meets quality.
Satisfied 52 43%
Neutral 4 3%
Dissatisfied 0 0%
Total 120 100%

53
Object 42
Chart 4.1.19- Chart showing whether the price of tolins tyre meets quality.
Interpretation:
Here 54% of the respondents are highly satisfied with the quality and
43% are satisfied with the product quality. And 3% of them are neither satisfied nor not
satisfied with the product. Majority (54%) of the respondents are highly satisfied with the
price of the product.
Table-4.1.20: Table showing the attractive factors of tolins tyre.

Price 39 33%
Brand Image 14 12%
Quality 25 20%
Long lasting 24 20%
Affordability 18 15%
Total 120 100%
54
Object 44
Chart 4.1.20- Chart showing the attractive factors of tolins tyre.
Interpretation:
The above chart shows that almost all the five elements have equal
importance and these five are the attractive factors of tolins tyre. 33% are attracted with
the price and 12% are regarding the brand image. Quality and long lasting has the
same importance 20% and 15% for the affordability of the product. Majority (33%) of the
respondents are attracted by the price of the product.
Table-4.1.21: Table showing does the organization provide any after sales
services.

YES 117 97%
NO 3 3%
Total 120 100%
55
Object 46
Chart 4.1.21- showing about the after sales services of the company.
Interpretation:
Most them agree that the company is having the after sales service and
they provide it to the customers 97% of them agree with that and only 3% of them are
not agreeing. Majority (97%) of the respondents says the company has a good after
sales services.
Table-4.1.22: Table showing about whether the organization provide any discount
on price during the time of purchase.

YES 87 72%
NO 33 28%
Total 120 100%
56
Object 48
Chart 4.1.22- Chart showing about the company giving discounts at the time of
purchase.
Interpretation:
The above table shows that the almost everyone is getting some amount
of discounts at the time of purchase that is 72% and only 28% of the people are not
getting the discounts and they are not satisfied. Majority (72%) of the respondents says
the are getting discount.
Table-4.1.23: Table showing whether the take effective measures to solve

customer complaints.

Excellent 41 34%
Very Good 51 43%
Good 28 23%
57
Average 0 0%
Poor 0 0%
Total 120 100%
Object 50
Chart 4.1.23- Chart showing whether the take effective measures to solve customer
complaints.
Interpretation:
34% of the respondents are saying excellent with the complaints

solving and 43% are saying very good and the 23% are telling that it is good about the
company and they are satisfied. Majority (43%) of the respondents says very good
about the complaint solving.
Table-4.1.24: Table showing Rate the overall customer satisfaction towards

TOLINS tyres.

Satisfied 34 28%
Neutral 9 8%
Dissatisfied 0 0%
Total 120 100%
58
Object 52
Chart 4.1.24- chart showing the overall customer satisfaction towards TOLINS tyres.
Interpretation:
Most of the respondents are satisfied with the tolins tyre and they are 64%
highly satisfied and 28% are satisfied with the product and 8% percent have neutral
opinion. Majority (64%) of the respondents are highly satisfied with the Tolins tyre.
4.2 CHI SQUARE TEST

HYPOTHESIS:
HO (NULL HYPOTHESIS): there is no significant difference between the advertisement

effectiveness and the media through which it is done.
H1 (ALTERNATE HYPOTHESIS): there is significant difference between the

advertisement effectiveness and the media through which it is done.
Table 4.2.1 there is no much difference between effectiveness of advertisement of

the company and the media through which it is done.
q1 * q2 Cross tabulation
Expected Count
q2
television news paper internet radio Total
q1 highly satisfied 10.1 9.0 7.0 4.9 31.0
satisfied 19.5 17.5 13.5 9.5 60.0
neutral 9.4 59 8.5 6.5 4.6 29.0
Total 39.0 35.0 27.0 19.0 120.0
Case Processing Summary
Chi-Square Tests
Cases
Value df Asymptotic Significance
(2-sided)
Valid Missing Total
N Percent N Percent N Percent

q1 * q2 120 100.0% 0 0.0% 120 100.0%
Pearson Chi-Square 163.038a 6 .000
Likelihood Ratio 169.487 6 .000
Linear-by-Linear Association 87.254 1 .000
N of Valid Cases 120
a. 2 cells (16.7%) have expected count less than 5. The minimum expected count is 4.59.
Inference
Since the significance vale is 0.00<0.05, then alternate hypothesis exists and there is a
significant difference between your advertisement effectiveness and the media used for
advertisement.
60
CHI SQUARE TEST
HYPOTHESIS:
HO (NULL HYPOTHESIS): there is no significant difference between the Advertisement

of the product and the factors which motivated to purchase the product.
H1 (ALTERNATE HYPOTHESIS): there is significant difference between the

Advertisement of the product and the factors which motivated to purchase the product.
Table 4.2.1 there is no significant difference between the Advertisement of the

product and the factors which motivated to purchase the product.
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent

q2 * q1 120 100.0% 0 0.0% 120 100.0%
q2 * q1 Cross tabulation
Count
q1
Every time Sometimes Never Rarely Total
q2 Friends 1 46 0 0
47
Brand Image 0 19 12 0 31
61
Advertisement 0 0 3 30 33
9 0 0 0 9 9
Total 1 65 15 39 120
Chi-Square Tests
Asymptotic Significance
Value df (2-sided)
a
Pearson Chi-Square 138.120 9 .000
Likelihood Ratio 168.163 9 .000
Linear-by-Linear Association 54.394 1 .000
N of Valid Cases 120
a. 9 cells (56.3%) have expected count less than 5. The minimum expected count is .08.

Inference
Since the significance vale is 0.00<0.05, then alternate hypothesis exists and there is
significant difference between the Advertisement of the product and the factors which
motivated to purchase the product.
62
4.3 ANOVA
Table 4.3.1 Do you think that TOLINS tyres more durable than its competitors?
HYPOTHESIS:
HO (NULL HYPOTHESIS): there is no significant difference between the durability of

the product and price of the product with its quality.
H1 (ALTERNATE HYPOTHESIS): there is significant difference between the durability

of the product and price of the product with its quality.
THE DURABLEITY OF THE PRODUCT

Descriptive
q1
95% Confidence Interval
for Mean
Std. Std. Lower Upper Maximu
N Mean Deviation Error Bound Bound Minimum m
Highly 64 1.23 .427 .053 1.13 1.34 1 2
Satisfied
Satisfied 52 2.08 .269 .037 2.00 2.15 2 3
Neutral 4 3.00 .000 .000 3.00 3.00 3 3
Total 120 1.66 .601 .055 1.55 1.77 1 3
ANOVA
q1
Sum of Squares df Mean Square F Sig.
Between Groups 27.815 2 13.907 107.216 .000
Within Groups 15.177 117 .130
Total 42.992 119
Inference
Anova findings
63
significant difference between the durability of the product and price of the product with
its quality.
POST HOC TESTS
HOMOGENEOUS SUBSETS
q1
Duncana,b
Subset for alpha = 0.05
q2 N 1 2 3
Highly Satisfied 64 1.23
Satisfied 52 2.08
Nutral 4 3.00
Sig. 1.000 1.000 1.000
Means for groups in homogeneous subsets are displayed.
a. Uses Harmonic Mean Sample Size = 10.532.
b. The group sizes are unequal. The harmonic mean of the group sizes is used. Type I error levels are not
guaranteed.
64
ANOVA
Table 4.3.1 Do you think that TOLINS tyres more durable than its competitors?
HYPOTHESIS:
HO (NULL HYPOTHESIS): there is no significant difference between the durability of

the product and price of the product with its quality.
H1 (ALTERNATE HYPOTHESIS): there is significant difference between the durability

of the product and price of the product with its quality.
THE SATISFACTION LEVEL OF DISTRIBUTION CHANNEL OF THE PRODUCT

Descriptive
q1
95% Confidence Interval
for Mean
Std. Std. Lower Upper
N Mean Deviation Error Bound Bound Minimum Maximum
Highly 50 1.40 .495 .070 1.26 1.54 1 2
Satisfied
Satisfied 62 2.26 .441 .056 2.15 2.37 2 3
Neutral 8 3.00 .000 .000 3.00 3.00 3 3
Total 120 1.95 .672 .061 1.83 2.07 1 3
ANOVA
q1
Sum of Squares df Mean Square F Sig.
Between Groups 29.829 2 14.915 73.101 .000
Within Groups 23.871 117 .204
Total 53.700 119
Anova findings
65
significant difference between distribution channel of the product and delivery system of
the product.
POST HOC TESTS
HOMOGENEOUS SUBSETS
q1
Duncana,b
Subset for alpha = 0.05
q2 N 1 2 3
Highly Satisfied 50 1.40
Satisfied 62 2.26
Neutral 8 3.00
Sig. 1.000 1.000 1.000
Means for groups in homogeneous subsets are displayed.
a. Uses Harmonic Mean Sample Size = 18.619.
b. The group sizes are unequal. The harmonic mean of the group sizes is used. Type I error levels are not
guaranteed.
66
FINDINGS 5
5.1 FINDINGS
1. Most of the respondents are Unmarried respondents 58%, 42% are married
respondents. Majority (39%) of the respondents are Motivated through friends.
2. Most of the respondents are between below 18-25 years respondents, 21% are
between 26-35 year respondents13% are between 36-45 and 8% are above 45
years. Majority of the respondents are between the age 18-25 years that is 58%.
3. Some of the respondents are SSLC qualified respondents 21%, 58% are U.G
respondents, 17% are P.G respondents, and 4% are OTHERS respondents.
Majority of the respondents are U.G Qualified that is 58%.
4. Most of the respondents says that it is 58% of the respondents are having
income below 1 lakhs, 25% of the respondents are having income between 1
lakhs to 2 lakhs, and 17% of the respondents are having between 3 lakhs to 4
lakhs. Majority of the respondents are having below 1 lakhs that is 58%
5. Most of the respondents says that it is 39% are friends the other factor such as
advertisement is 27% and brand image is 26% have same importance. Balance
8% for them responded about other factor. Majority (39%) of the respondents are
Motivated through friends.
6. Most of the respondents says that it is 58% of the people have seen the
advertisements of the company and only 1% have seen the advertisement every
time and 28% people have seen it rarely and the balance 13% have not seen the
advertisements. Majority (54%) of the respondents have seen the advertisement
some times.
7. Most of the respondents says that it is 54% of the respondents visit the website
of TOLINS TYRE 46% of the respondents do not visit the website. Majority (54%)
of the respondents have visited the website of Tolins tyre.
8. Most of the respondents are highly satisfied 25% with the advertisement of the
product and 50% of the respondents are satisfied and balance 25% of them have
67
neutral opinion over the advertisement of the product. Majority (50%) of the
respondents are Highly Satisfied with the effectiveness of advertisements.
9. Most of the respondents says that it is 32% television and newspaper 29%. The
internet is also a best medium for the advertisement it is 22%and then the radio
has the least response 17%. Majority (50%) of the respondents says that it is
television 32%.
10. Most the of the respondents said that the company need promotional activities
and 83% and 17% of the respondent said that the company do not required
more activities because they are already popular among the users . Majority
(83%) of the respondents says that the company need more promotional
activates.
11. Most of the respondents are satisfied with the distribution channel of the tolins
tyres 56%. 25% of them are highly satisfied with the distribution channel and
balance 19% are much concerned about the distribution channel. Majority (56%)
of the respondents are satisfied with the distribution channels of tolins tyres.
12. Most of the respondents are satisfied with the delivery system of the product 52%
and 40% are highly satisfied. Then the rest 8% of the respondents are Neutral
with the delivery system of the product. Majority (52%) of the respondents are
satisfied with the delivery system of tolins tyre.
13. Most of the respondents says that it is 62% of the respondents are agreed that
the organization supply products at the right time and right quantity. 36% of the
respondents says that only some time they provide at the right time.2% of them
says rarely. Majority (62%) of the respondents says that the organization supply
their product at the right time and right quantity.
14. Most of the respondents says that it is 41% of the respondent supports the tolins
tyre and 29% likes to buy the Apollo tyres then 21% of them prefer to buy MRF
tyres. And balance 9% prefer other brands. Majority (41%) of the respondents
prefer Tolins tyre.
15. Most of the respondents says that it is 52% of them says highly satisfied and its
more durable. Then 41% are satisfied with the product and 7% are ok with the
durability of the product. Majority (52%) of the respondents are satisfied with the
durability of the product.
68
16. Most of the respondents has rated as good that is 53% and 24% have rated as
excellent and the 23% have rated it for Average. Majority (53%) of the
respondents says it is good product.
17. Most of them select the tolins tyre because of its design 52% then 34% of the
respondent says that it is the Tag Line. The balance 12% says it’s the creativity.
2% for the performance. Majority (52%) of the respondents says is the design of
the product.
18. Most of the respondents says that it is 54% of them are using the Two Wheelers
they are the highest number and 22% of them are using the Four wheelers
then the 16% of them are using the six wheelers and the least amount of
respondents are using three wheelers that is 8%. Majority (54%) of the
respondents are using two wheelers.
19. Most of the respondents says that it is 54% of the respondents are highly
satisfied with the quality and 43% are satisfied with the product quality. And 3%
of them are neither satisfied nor not satisfied with the product. Majority (54%) of
the respondents are highly satisfied with the price of the product
20. Most of the respondents says that all the five elements have equal importance
and these five are the attractive factors of tolins tyre. 33% are attracted with the
price and 12% are regarding the brand image. Quality and long lasting has the
same importance 20% and 15% for the affordability of the product. Majority
(33%) of the respondents are attracted by the price of the product.
21. Most them agree that the company is having the after sales service and they
provide it to the customers 97% of them agree with that and only 3% of them are
not agreeing. Majority (97%) of the respondents says the company has a good
after sales services.
22. Most them agree that almost everyone is getting some amount of discounts at
the time of purchase that is 72% and only 28% of the people are not getting the
discounts and they are not satisfied. Majority (72%) of the respondents says the
are getting discount.
23. Most them agree that 34% of the respondents are saying excellent with the
complaints solving and 43% are saying very good and the 23% are telling that it
69
is good about the company and they are satisfied. Majority (43%) of the
respondents says very good about the complaint solving.
24. Most of the respondents are satisfied with the tolins tyre and they are 64% highly
satisfied and 28% are satisfied with the product and 8% percent have neutral
opinion. Majority (64%) of the respondents are highly satisfied with the Tolins
tyre.
Chi-square findings
significant difference between your advertisement effectiveness and the media used for
advertisement.
Chi-square findings
Since the significance vale is 0.00<0.05, then alternate hypothesis exists and there is
significant difference between the Advertisement of the product and the factors which
motivated to purchase the product.
Anova findings
significant difference between the durability of the product and price of the product with
its quality.
Anova findings
significant difference between distribution channel of the product and delivery system of
the product
5.2 SUGGESTIONS
70
 Most of the respondents are motivated through friends and must maintain this
good contacts for ever.
 Have to improve on the advertisements and give more importance to that.
 The Tolins tyre website should have more contents and details.
 Most of the respondents says that television is the most effective medium of
advertisement so must give more importance on that.
 Most of the customers prefer the Tolins tyre because the low price and the good
quality of the product so suggest to continue the same in the future.
 Majority of the respondents like the design of the product so I prefer that to bring
out new attractive designs to get more customers.
 The company has a very good after sales service the company must maintain
this always to maintain the existing customers.
 The company must give the discounts for the customers to attract more
customers.
 The company can establish a proper customer care unit to attend the grievances
of the customers.
 Suggest to give more offers to the customers. Like the competitors give.
 Give more focus on the advertisement through the media.
 Improve overall marketing activities of the company.
 To fix the price according to the quality of the product.
 Give more focus on distribution channels of the company.
 To increase the number of dealers to make more sales.
 Strengthen the after sales services.
5.3 Conclusion
The study about effectiveness of marketing of TOLINS TYRES is very important to the
firm because marketing is the heart of market success. Without proper marketing
strategy the company cannot survive in the market. The study also considers
71
customer's opinion about TOLINS TYRES. In this report, I try to cover the entire
functional departments of TOLINS TYRES PVT. LTD.KALADY. All the departments are
contributing their best for improve the profit of the organization. The immense time that i
has spent at TOLINS TYRES PVT.LTD. Has created a great impression in the
development of my career. The job and hardship required to build up good career was
reflecting from the department heads at Tolins Tyres pvt.ltd, and the company is blessed
with qualified and experienced workers that will help in profit maximization. I hope in the
coming future, TOLINS GROUP will hold the top position in the tyre industry in both
national and international sector.
QUESTIONNAIRE
A study on effectiveness of marketing strategies adopted by TOLINS TYRES.
Name:
1. Marital status:
72
Married Unmarried
2. Age group:
Age : 18-25 26-35 36-45 Above
3. Sex : Male Female
4. Qualification:
(a) SSLC (b) U.G (c) P.G (d) OTHERS
5. Which factor motivated you to purchase Tolins Tyre?
Friends Brand Image
Advertisement Other
6. Have you seen the advertisement of TOLINS tyres?
Every time sometimes
Rarely Never
7. Do you visit the website of TOLINS tyres?
Yes NO
8. Are you satisfied with the advertisement effectiveness of the product?
Highly Satisfied Satisfied Neutral Dissatisfied
Highly dissatisfied
9. Through which media do you think advertisements are more effective?
Television News paper Internet Radio Others
10. Do you think the company needs more promotional activities?
Required Not Required
11. Are you satisfied with the distribution channel of the product?
Highly Satisfied satisfied Neutral Dissatisfied
73
Highly dissatisfied
12. Are you satisfied with the delivery system of TOLINS tyres?
Highly dissatisfied
13. Does the organization supply their products at the right time and in right quantity?
Always Sometime Rarely Never
14. Which brand will you prefer if you buy a tyre?
Tolins Tyre Apollo Tyre
MRF Tyre Other
15. Do you think that TOLINS tyres more durable than its competitors?
Highly Satisfied Satisfied
Neutral Dissatisfied Highly dissatisfied
16. Rate the after-sales services provided by TOLINS tyres?
Excellent Good Average Poor
17. Which aspect of advertisement influenced you the most?
Tag Line Design Creativity Performance Celebrity
18. Which type of vehicle are you using?
Two wheeler Four Wheeler Three Wheeler
Six wheeler Above
19. Do you think the price of the TOLINS tyres meets quality?
74
Highly Satisfied Satisfied
Neutral Dissatisfied Highly dissatisfied
20. Which is the most attractive factor to select TOLINS tyres?
Price Brand Image Quality Long lasting Affordability
21. Does the organization provide any after sales services?
Yes No
22. Does the organization provide any discount on price during the time of purchase?
Yes No
23. Does the organization take effective measures to solve customer complaints?
Excellent Very Good Good
Average Poor
24. Rate the overall customer satisfaction towards TOLINS tyres?
Highly dissatisfied
A STUDY ON EFFECTIVENESS OF MARKETING STRATEGIES ADOPTED
BY TOLINS TYRE PVT.LTD.MATTOOR KALADY
Bastian v Antony
bastianvantony22@gmail.com
75
Dr. J.RANI. MBA, M.Phil, Ph.D.
Asst. Professor
Sathyabama Institute of Science & Technology.
ABSTRACT:
The study about effectiveness of marketing strategies adopted by tolins tyres

Pvt.Ltd.Mattor, kalady. As Marketing is very important to a firm because marketing is
the heart of market success. Without proper marketing strategy the company cannot
survive in the market. The study also considers customers opinion about TOLINS
TYRE. In this am going to study that how effective is the current marketing strategy
and how can we improve on marketing with regard to the new strategies adopted by
other companies and to give some suggestions to the company about the new
trends in marketing. The Project duration was 4 months. A descriptive research
design was adopted. The data was collected from 120 customers through
convenient sampling technique by using the self-prepared questionnaire. The
questionnaire focus on Effectiveness of Marketing strategies Adopted by Tolins Tyres
total 20 questions were asked to respondents. The statistical tool used in this study
is Percentage Analysis, ANOVA and Chi-square test. The primary data for this study
was collected with help of the questionnaire. The secondary data was collected from
the books and journals for reference.
Keywords: marketing strategies, market success.
INTRODUCTION
Marketing is a customer centered approach which aims at the satisfaction of their wants
through the distribution of valuable products and services. Marketing brings together
customer, products and services. The concept of marketing is based on identification of
76
customer needs and their satisfaction. The process of marketing is a combination of
four elements.
1. Development of products
2. Determination of price
3. Distribution channel to deliver the products at the customer’s place, and
4. Promotion (advertisement) strategy.
Marketing is a significant business activity, which contribute greatly to the success of an

organization. It facilitates firms to understand customer needs and develop products
and services accordingly. Effective marketing strategies help organizations to
differentiate their products and services in a complex market environment. The success
or failure of an organization depends on the quality of its marketing strategies. Firms
without a marketing mindset move around their products rather than their customers
which may result in undesirable products.
Marketing in simple terms can be "A human activity directed at satisfied needs and
wants through and exchange process" Marketing as a functional area of management is
becoming extremely important as compared to other fields.
Review of Literature
Eric M.Olson February 2018
Characteristics of the marketing organization and their relationship with strategy

implementation have been the focus of considerable research over the past three
decades. These characteristics include the marketing organization's structure, culture,
processes, influence and leadership, among others. However, little attention has been
paid to human resource
Salman Yousaf October 2018
In the present study, the use of the internet to promote Halal cuisines and culinary
tourism is compared and contrasted through content analysis method of investigation of
the national tourism bureaus of China, South Korea, Japan and Thailand on their official
77
websites. It was found that Japan, South Korea and Thailand attempted to strategize
their country's potential as a preferred Halal tourism destination for Muslim tourists by
introducing and promoting Halal cuisines, Halal food culture, Halal food restaurants and
general Halal services of interest for Muslims. However, the same was not observed in
the case of China, which dealt with the issue of religion as an ethnic issue in its culinary
tourism strategies. The findings furnished by the present study accommodate both the
perspectives of the industry and the research by providing a framework for essential
website dimensions for the promotion of Halal culinary tourism and additional Halal
services.
Patrick De Pelsmacke June 2018

We investigate to what extent digital marketing strategies (such as having a digital
marketing plan, responsiveness to guest reviews, and monitoring and tracking online
review information) influence hotel room occupancy and RevPar directly, and indirectly
through the mediating effect of the volume and valence of online reviews they lead to,
and to what extent this mechanism is different for different types of hotels in terms of
star rating and independent versus chain hotels. The research was carried out in 132
Belgian hotels. The results indicate that review volume drives room occupancy and
review valence impacts RevPar. Digital marketing strategies and tactics affect both the
volume and valence of online reviews and, indirectly, hotel performance. This is more
outspoken in chain hotels than in independent hotels, and in higher-star hotels than in
lower-tier hotels.
Matthias Fink 6 October 2018

Social media offers a myriad of opportunities for entrepreneurial marketing strategies
that leverage the power of communities, especially when they are combined with
traditional approaches such as celebrity endorsement. The reach, frequency, and speed
78
of communication on social media offer the ideal leverage for the drivers of
entrepreneurial marketing. However, the rapid rate of change may threaten the effects
of investments in entrepreneurial marketing on social media and they might become
only short-lived.
Noor Azman Ali January 2015
This is a conceptual paper to study the impacts of green marketing strategy on the
Malaysian certified ISO 14001 Environmental Management System firms’ performance.
The paper aims at presenting the reviews of the literature on the green marketing and
analyses the two factors that will influence the firms’ performance. Despite the rising
trend of consumers that willing to spend for a green product and the potential of green
product, previous literature revealed that green marketing has encountered some
challenges. The conclusion that was drawn is that, green innovation and the green
promotion have a positive effect on the firms’ performance.
Mack 2012
Every product has some worth or cost in the mind of the ultimate customer. This is called
perceived value of that product. It is the customer’s perceived value of a certain product
which sets the price, which a customer is happily willing to pay for it.
ABOUT THE STUDY
The success of any manufacturing organization depends largely on the workers, the
employees are considered as the backbone of any company. The study was mainly
undertaken to identify the effectiveness of marketing strategies adopted by the company
and in order to know that it is implemented in the most effective way in the organization.
To study about the various promotional activities happening in the company. To know
about the impact of price on customer satisfaction. To know about the marketing
strategies adopted by the company and its effectiveness and to give some suggestions
to improve the current strategies.
79
RESEARCH METHODOLOGY
The sample size for this research is 120.Questionnaire is used as the tool for data
collection. Questionnaire is a self-report data collection instrument that each research
participant fills out as part of a research study. Primary and Secondary both sources are
used for data collection in this study. The aim of this study is to find the effectiveness of
marketing strategies adopted by the tolins tyre. The questions like Closed ended
questions, Dichotomous questions and Rating and Ranking questions were also asked
to the respondents for the collection of personal details and to collect data for the study
purpose. The analytical tool used is SPSS for testing the hypothesis for chi square and
ANOVA in SPSS tool.
ANALYSIS:
1. Factor which motivated to purchase the product
Object 54
Chart showing Factor which motivated to purchase the product.
2.The number of people who have seen the advertisement of tolins tyre.
80
Object 56
Chart showingThe number of people who have seen the advertisement of tolins
tyre.
3. The effective medium of advertisement.
Object 58
Chart showing the effective medium of advertisement.
4. Showing whether the company needs more promotional activities.
Object 60
Graph showing whether the company needs more promotional activities.
5. showing Satisfaction level of the delivery system of tolins tyre.
81
Object 62
Graph showing Satisfaction level of the delivery system of tolins tyre.
6. Showing the brand preferences of the respondents.
Object 64
Chart showing the brand preferences of the respondent.
7. Showing Rating of the overall customer satisfaction towards the product.
Object 66
Graph showing the overall customer satisfaction towards TOLINS tyres.
The above analysis shows that most of the respondents are motivated through the
friends to purchase the product. Then most the respondents have seen the
82
advertisement of the product and the most effective way of advertisement is through
television. Most of the respondents says that the company needs more promotional
activities the delivery system of the company is good .mostly all the customers preferred
to purchase tolins tyre and they are highly satisfied with the product.
CONCLUSION
The study about effectiveness of marketing of TOLINS TYRES is very important to the
firm because marketing is the heart of market success. Without proper marketing
strategy the company cannot survive in the market. The study also considers
customer's opinion about TOLINS TYRES. In this report, I try to cover the entire
functional departments of TOLINS TYRES PVT. LTD.KALADY. All the departments are
contributing their best for improve the profit of the organization. The immense time that i
has spent at TOLINS TYRES PVT.LTD. Has created a great impression in the
development of my career. The job and hardship required to build up good career was
reflecting from the department heads at Tolins Tyres pvt.ltd, and the company is blessed
with qualified and experienced workers that will help in profit maximization. I hope in the
coming future, TOLINS GROUP will hold the top position in the tyre industry in both
national and international sector.
83
REFERENCES
1. AJAY KALRA Consumer Value-Maximizing Sweepstakes and Contests Journal of
Marketing Research Vol. 47, No. 2 (April 2010), pp. 287-3007
2. Andreas Hinterhuber, (2008) "Customer value‐based pricing strategies:

Why companies resist", Journal of Business Strategy, Vol. 29 Issue: 4, pp.41-
50.
3. Bram Foubert and Els Gijsbrechts Journal of Marketing Research

Vol. 44, No. 4 (Nov., 2007), pp. 647-662
4. DR. PUJA KHATRI 2006 Indian Media Studies Journal • Vol.1 • No.1. July-Dec.
2006.
5. Eric M.Olson February 2018, Industrial Marketing Management Volume 69,
February 2018, Pages 62-73.
6. George S. Low, Jakki J. Mohr, (2000) "Advertising vs sales promotion: a

brand management perspective", Journal of Product & Brand Management,
Vol. 9 Issue: 6, pp.389-414.
7. Harald J. Van Heerde, Sachin Gupta and Dick R. Wittink Journal of Marketing
Research
Vol. 40, No. 4 (Nov., 2003), pp. 481-491
8. Joffre Swait and Tülin Erdem Journal of Marketing Research

Vol. 39, No. 3 (Aug., 2002), pp. 304-320.
84
9. Hang-Yee Chan 2018 Neural Profiling of Brands: Mapping Brand Image in
Consumers’ Brains with Visual Templates Hang-Yee Chan, Maarten Boksem
Maarten Boksem Erasmus University Rotterdam.
First Published August 1, 2018 Vol 55, Issue 4, 2018.
10. M. Berk Ataman 2010 The Long-Term Effect of Marketing Strategy on Brand
Sales M. Berk Ataman, Harald J. Van Heerde, Carl F. Mela First
Published October 1, 2010 Vol 47, Issue 5, 2010 pp 304-308
11. Madhu Viswanathan 2010 Journal of Business Research Volume 63, Issue
6, June 2010, Pages 535-537.
12. Mack 2012, Journal of International Marketing: June 2012, Vol. 20, No. 2, pp. 25-
48.
13. Matthias Fink 6 October 2018 Ref: Journal of Business Research

Available online 6 October 2018
14. Noor Azman Ali January 2015 Ref: Procedia - Social and Behavioral Sciences
Volume 172, 27 January 2015, Pages 463-470.
15. Ourania Notta 2015 Ref: Procedia Economics and Finance Volume 24, 2015,
Pages 485-490.
16. Ourania Notta 2015 Marketing Strategy and Types of Strategies
Aug 20th, 2015 Pages 6.
17. Patrick De Pelsmacke June 2018 Ref: International Journal of Hospitality

Management Volume 72, June 2018, Pages 47-55
18. Salman Yousaf October 2018, Ref: Tourism Management Volume 68, October
2018, Pages 423-443
85
19. Sinee Sankrusme 2015 Ref: Procedia Economics and Finance Volume
23, 2015, Pages 872-877.
20. Timothy P 2018 Strategic Leverage of Unplanned Exposure and Planned

Advertising: An Analysis in the Context of Celebrity Endorsements Timothy P.
Derdenger ,Hui Li and Kannan Srinivasan Vol 55, Issue 1, 2018.
Websites:
www.TOLINS.COM
WWW.WIKIPEDIA>COM
86

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Marketing is a significant business activity, which contribute greatly to the success of an

The American marketing association (AMA) defines marketing as "An

MISSION AND FOCUS OF THE ORGANIZATION

At present, 30% of Tolin's production is devoted to addressing the export requirements.

Confidential Record of Service

History of the industry

 At present there are 40 listed companies in the tyre sector in India.

Future Scope Of The Industry

Tolins Tyres Pvt. Ltd.

Name : Tolins Tyres Pvt. Ltd

Address : М.С. Road, Mattoor,

Ernakulam District, Kerala, India.

Founder : Mr. K.P. Varkey.

M.D : Dr. K.V. Tolin

Quality, durability, technology value and International standards converge at Tolins

HISTORY OF THE COMPANY

1990 - Third unit started: Product-pre-cured Tread Rubber.

1992 - Acquired a running Mixing Unit of Muringoor, Chalakudy

export made Middle East.

2002 - Acquired a Tube manufacturing Unit at Edathala, Aluva.

Tonnes a month; Tolin's capacity increases to 1200 MT per month.

2006 - Became a Multinational Company by starting a plant at Ras-Al-Khaima,

2007 - Best exporter award from government of India.

2010 - Doubled tyre production capacity; tyre accredited by SONACAP-A product

2012 - Signed 50.50 JV with a Ukrainian firm to produce Tread Rubber.

PRIORITIES AND FOCUS

At present 30% of Tolins production is devoted to addressing the export requirements.

VISION AND MISSION

 Total customer satisfaction

 Nature good relationship

 System for continual relationship

Objectives of the company

 Total customer satisfaction

 Create opportunity for rubber and rubber products

 Provide products at lesser price

 Provide products at lesser price

 Maintain good relationship

 Maintain system of continuous improvement

 Create new generation tyres

Future scope of the company

Company life cycle

This is a period of stability, in this stage the sales began to decline.

 Tyre and tube repair patches

Competitors and market share

 MIDAS Tyre Ltd. Kottayam

 MRF Tyres Ltd. Chennai

 CEAT Tyres Ltd. Kothamangalam.

 Apollo Tyre Ltd. Perambra

Market position share

Structure of marketing department

 Strategies for customer satisfaction

Advertisement and Sales Promotion activities

 Promotion through wholesalers or dealers

 Fixing commission for dealers

 Offering surprise gifts to customers’ dealers and event repairs

 Dealers conferences in every 6 months

Characteristics of the marketing organization and their relationship with strategy

Salman Yousaf October 2018

Patrick De Pelsmacke June 2018

Matthias Fink 6 October 2018

Sinee Sankrusme 2015

Ourania Notta 2015

Peter Gabrielsson, Mika Gabrielsson, Tomi Seppala 2012