Subject:-Analyzing the significance of brand image and studying consumer perception with special

reference to case study of Apollo Tyres.

Introduction-

What is brand image?

An image is the set of beliefs, ideas, and impression that a person holds regarding an object. – Kotler

A brand Image is the perception of the brand in the mind of the customer. It is an aggregate of beliefs, ideas, and
impressions that a customer holds regarding the brand.

A brand can be perceived differently by different customers. Hence, the formation of a consistent brand image is a
huge task for any business.

Apollo Tyres is the one of major tyre manufacturing company of India. Established in 1972, Apollo is one of the
biggest companies in India having a market share of 28% in India. Apollo Tyres manufactures the tyres for almost
all the segment of vehicle like for Car, Motorbike, Earth mover, Industrial, Farm, truck etc. Company also has a
global presence as it is ranked as 11th biggest tyre manufacturing company in the world.

Its first plant was established in Perambra, Kerala India. The company now has four manufacturing units in India,
1 in Netherlands and 1 in Hungary. Apollo tyres has 5,000 dealerships in India and about 2,500 exclusive outlets.

How brand image is significant in terms of consumer purchase?

Every Company strives to build a strong image as it helps in fulfilling their business motives. A strong brand
image has the following advantages –

 More profits as new customers are attracted towards the brand.

The central idea of the project is to study the brand image and consumer perceptions on their choice of brand in
tyre purchasing. For this I will be conducting survey of 100 customers using tyres in and around Mumbai to
calculate the satisfaction level of customers with regard to Apollo tyres, for which questioners will be formed and
as many as 120 people will be participating in the survey.

Objective:-

1. Studying significance of brand image for Apollo Tyres.

2. Studying customer preference while buying it?

Rational of Research:-

The Indian Tyre Industry is an integral part of the Auto Sector – It contributes to ~3% of the manufacturing GDP
of India and ~0.5% of the total GDP directly.

Indian tyre industry has almost doubled from ~Rs 30,000 crores in 2010-11 to ~Rs 59,500 crores in 2017-18 of
which 90-95% came from the domestic markets. The top three companies – MRF, Apollo Tyres and JK Tyres
have ~60% of the market share in terms of revenue. In terms of segmentation tyres can be divided in two ways –
based on end market and based on product.

This project covers in detail about the brand image and why customers prefer Apollo tyres as a brand inspite of
other major options available in the market and what’s the customer’s behavior while choosing this particular
brand of tyres.
Research Methodology:-

The best way to carry out research on this particular topic would be to identify the customer brand preference
level through survey and through face to face interviews.

In the process of conducting the research we will ask as set of questions which may consists of 10 to 12 questions
which will have both close ended questions and open ended questions. After getting all the responses from the
customers I will put input into a sheet with their opinion through various graphs and pie charts will be
analyzed and the results based on that will be recorded.

Expected Contribution:-

The year was 1888, when the first rubber inflated tyres attached to a Benz engineered car rolled onto the roads.
That changed the face of the tyre industry forever. The tyre industry today stands at around $6 billion, done over
the past few decades. Talking specifically about the Indian tyre industry, it is expected to increase by 8-10 per cent
during the fiscal year 2018.

Standing at the three hold of an important leap, the domestic tyre industry is set to witness major growth. The
diversity of Indian terrain gives tyre manufacturers an opportunity to engineer unique and well-suited tyres. This
not only makes the industry competitive, but also helps it grow.

Also, the fact that major Original Equipment Manufacturers (OEMs) in the world prefer tyres made in India, is
itself an endorsement for the industry. Another major development is that India exports tyres to over 100
countries, including the United States of America.

A major role in the development of this sector is being played by key companies in the market. Various tyre
manufacturers like MRL Tyres Ltd, Goodyear India Ltd, Apollo Tyres, JK Tyres and Industries and more are
revolutionizing the tyre and rubber industry

Apollo Tyres is already one of the major player in tyre industry and has been established very well in the market as it
is ranked 2nd in India among top tyre manufacturers.
During the course of the research I would study the brand image of Apollo tyres and its preference among
customers and what are their expectations related to Apollo tyres. After the analysis I would come to know how
Apollo tyres have been successful in well establishing its brand image and became a success story.

Limitations:-

To remain competitive in this increasingly globalized industry tyre producers need to make key decisions about
the future commercial and technical developments in their tyer manufacturing plants.

Even though my report talks about customer satisfaction and their brand preferences among tyre usage still it does
not cover all the factors like dealer satisfaction and how they sell the product across.

Inspite being such a huge competitive market and The impact of key trends and drivers – environmental and tire
regulations, material sourcing and performance, design considerations, process innovations, electric and
automated vehicles, outsourcing, and Industry 4.0 – are critically assessed across the five years to 20 yea