A PROJECT STUDY REPORT ON MARKETING STRATEGY OF JK TYRE LIMITED

PRESENTED BY: YASH ATREYA (13719201710)

FOR THE PARTIAL FULFILLMENT OF BACHELOR OF BUSINESS ADMINISTRATION

PRESENTED TO: MR. PRANAV MISHRA (HEAD OF THE DEPARTMENT)

MR SUMIT SHERAWAT (PROJECT INCHARGE)

OBJECTIVE OF STUDY : To find the major challenge of tyre industry. To find out market share of JK Tyres. To understand the marketing strategy of JK Tyres. To focus on the marketing mix of JK Tyres. To evaluate the limitations of JK Tyres. To find out brand image of JK Tyres.

INTRODUCTION TO THE INDUSTRY

About Tyre A tyre is a ring shaped covering that fits around the wheel rim to protect from shock when wheel contact with ground and give better performance. The earliest tires were bands of iron, placed on the wooden wheels used on carts and wagons. First Pneumatic tyre developed in 1845 by Robert Thomson. The first pneumatic tires of cars were brought out by the Michelin brothers in 1895. Radial ply tyre invented by Michelin in 1913 and first introduce steel belted radial tyre in Europe in 1946. JK tyre pioneered in Radial tyre in Indian Market, launched in 1980.

ABOUT INDIAN TYRE INDUSTRIES

The origin of the Indian tyre industry dates back to 1926 when Dunlop Rubber Industry setup the first tyre company in West Bengal.

Currently, the size of Indian tyre industry is estimated at Rs 300 billion (0.5% of GDP), as of FY 2012-13.
The truck and bus tyre segment accounted for 15% of tyres produced in India in FY 2012.

Industries Average net profit margin is 4%.

Out of 119 million of tyres, 3.7 million units worth Rs 2877 crores were exported.

MAJOR TYRE PLAYERS

Ceat Ltd. Apollo tyres Ltd. Birla tyres. Bridgestone India Pvt. Ltd. TVS Ltd. Goodyear India Ltd. Falcon tyre Ltd. MRF Ltd. JK TYRE & INDUSTRIES LTD.

INTRODUCTION TO THE ORGANISATION

JKs brief profile JK was incorporated in West Bengal in February 14,1951. JK tyre was named on the name of Lala Juggilal Singhania and Lala Kamlapat Singhania. 3rd largest tyre company in India and 16th largest in the world. Annual turnover around 4810 crores. No.1 position in truck and bus segment (22% share). Pioneer in Radial tyre in India.

MISSION & VISION

Vision: To be amongst the most admired companies in India, committed to excellence. Mission: Be a customer obsessed company. No.1 tyre brand in India. Most profitable tyre company in India. Deliver enhanced value to all stakeholders.

JK RADIAL TYRE
In major transport area, JK RADIAL TYRE success to make position in market and beat competitor. All over India transporter appreciate jk tyre with respect to claim settlement better mileage, fleet management services.

RECOMMENDATION & SUGGESTION

1. 2. 3. 4. 5. 6. 7. 8. Some customers are not satisfied with the claim policies as it is not properly clear to the customers why the claim has been rejected. Today more people prefer guaranteed tyres. Need to increase relationship with customers. Need to provide tyre maintenance truck driver. Manage credit facility to small transporter. Strong the product mix. Increase tie up with automobile companies. Open service centers for proper maintenance of tyres.

MY LEARNING DURING TRAINING

Know about Tyre Industry Customers. Know the Basic of Tyre Marketing. Know about Fleet Management. Learn about Tyre fitment. Learn about Basics of Radial Truck Tyre. Understand the Customer Demand Pattern.

Learn about Customer Welfare Branding.

Learn about Tyre Supply Chain Management.

PRESENTED BY : YASH ATREYA