`MINI PROJECT-I REPORT (KMBN252)

ON

APOLLO TYRES BRAND

IMAGE

A Project Report Submitted In Partial Fulfillment of the Requirement

for the Award of Degree Of
MASTER OF BUSINESS ADMINISTRATION

UNDER THE GUIDANCE OF

Ms. Aanchal Shrivastava (ASST. PROF.)

M.B.A DEPARTMENT

Submitted By

SHAILESH SINGH

MBA - IInd Semester

SESSION:-2021-22

B.N. COLLEGE OF ENGINEERING AND TECHNOLOGY LUCKNOW

(Affiliated To DR. A.P.J. ABDUL KALAM TECHNICAL UNIVERSITY,
LUCKNOW)
APOLLO TYRES
 RECOMMENDATION

This is to certify that the project report entitled APOLLO TYRES BRAND
IMAGE submitted by SHAILESH SINGH towards partial fulfillment for the
award of degree of Master of Business Administration from B.N. COLLEGE
OF ENGINEERING AND TECHNOLOGY affiliated to Dr. A.P.J. Abdul
Kalam Technical University Uttar Pradesh, Lucknow, is a satisfactory account
of their work based on syllabus and is recommended for the award of the
degree.

PROJECT GUIDE ASST. PROF. AANCHAL SRIVASTAVA

HEAD OF DEPARTMENT PROF (DR.) SMRITI SHRIVASTAVA

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 DECLARATION

I SHAILESH SINGH, Student of MBA IInd Semester, studying in

B.N.C.E.T. Lucknow, hereby declare that this Mini Project on APOLLO
TYRES BRAND IMAGE submitted to A.K.T.U, in a partial fulfillment
of “Degree of Masters of Business Administration” is the original work
conducted by meby primary and secondary data collection method.
The information and data given in the project is authentic to the best of my
knowledge. This Project is not being submitted to any other university for
any other Degree, Diploma and fellowship.

Date: NAME- NEHA RAI

Place: Lucknow

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 ACKNOWLEDGEMENT

I am highly obliged to Ms AANCHAL SHRIVASTAVA my class

coordinator, for her guidance and support and granting me permission to
carry out my project report on “APOLLO TYRES BRAND IMAGE’’

I find immense pleasure in expressing my indebtedness and gratitude to

PROF. (Dr.) SMRITI SHRIVASTAVA (H.O.D of Management Dep.) for
having received much help and assistance.

Last but not the least I would like thank my family and friends for their
support without which this project would not have been successful.

NAME – SHAILESH SINGH

ROLL NO- 2104310700045

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 PREFACE

For a Management student, Mini Project plays an important role during the study. This

project provides a corporate or real world platform to learn practically. MBA degree

without any Innovative Project or ideas, experience is just like food without salt. So, Mini

Project provides a great learning experience about management concepts and its

applications.

This project was undertaken as a part of the curriculum of MBA course, which is

compulsory for each student to have the project in any new ideas to the development

of the student capabilities and gain the knowledge. This exposure enables the mentor to

learn effective and efficient ways and means to solve the real problems faced by the

organization and also to understand its dynamic.

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 TABLE OF CONTENT

Particulars Page No

TITLE PAGE i
DECLARATION iii
ACKNOWLEDGEMENT iv
PREFACE 1
INTRODUCTION OF THE TOPIC 2
SCOPE OF THE STUDY 3
RESEARCH METHODOLOGY 4
LIMITATION OF STUDY 5
INTRODUCTION OF THE ORGANIZATION 6
HITORY OF ORGANIZATION 6-13
FINANCIAL STATUS OF THE ORGANIZATION 14-15

PRODUCT PROFILE 16-24

COMPETITORS OF THE ORGANIZATION 25-25
ORGANIZATIONAL STRUCTURE OF APOLLO TYRES LTD 26-27
A THEORETICAL ASPECT OF BRAND IMAGE WITH
RESPECT TO PRICE LEADERSHIP 28-34
DATA ANALYSIS AND INTERPRETATION 35-48
CONCLUSIONS & SUGGESTIONS 49-51
✯ Questionnaire
✯ Bibliography
 INTRODUCTION

The study centered to take strategic decisions in support of APOLLO TYRES in the field
of marketing. The main scope of this study is to ascertain various methods to increase the
sales volume of the concern. The method includes regular product information to the
buyers, creating a brand position in the market and taking measures to make the brand
remain in its position. One ofthe important aspects of this study is also to increase the
market segment for the products.

a) Objectives of the Study

b) Scope of the Study
c) Methodology of the Study
d) Limitation of the Study

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 OBJECTIVES OF STUDY
Such a study is part of my curriculum to complete management Studies, I have to complete this part
also. I am fulfilling the objectives of my curriculum.
I have collected some important information for (about) Apollo Tyers ltd. This is
important of management. This increase penetrability in the market. In any marketing job this
forms one of the important tools and therefore to know the utility of such a tool is definitely one of
the important aims of this study.
 The main objective of study is to present conclusion and necessary suggestions regarding
consumer awareness relating to Apollo Tyres.
 The purpose of the study is to explore the market of Apollo Tyres Ltd. and betterment of its
Sale.
 The objective of study is to describe the unique characteristics of Apollo Tyres in
Comparison to others.
 To collect the information and their attitude from Tyres customers.
 To know the awareness level of customers of Apollo Tyres specially.
 To collect their ideas about future purchasing of Apollo Tyres.
 The objective of the study is to develop sound inter personal relation to get maximum output
both customer and producer of Apollo Tyres.
To know the latest grievance of Customers

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 SCOPE OF STUDY

The scope of marketing research can be pointed out by a single word, "Consumer Preference". It
can be termed as the balance wheel as the marketing system which harmonies the study and demand
factors.

 Marketing survey has wide scope and covers all aspects of marketing. Broadly its scope can
be classified in the following categories :-
 It is concerned with product of Apollo Tyres.
 It is concerned with Sales and Distribution of Apollo Tyres.
 Research on Promotional Policies of Apollo Tyres
 Research on pricing of Apollo Tyres.
 Business Economics Research of Apollo Tyres
 It is concerned with Buying behaviour of Apollo Tyres.
 Last but not the least Brand Image of Apollo in market

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 METHODOLOGY OF STUDY

During the entire study, methods were followed which were found to be most important :-

i) Personal Discussion :-
A lot of information on the subject, which were well known to the different
departments and branches of the company, were prevalent. Academic went to these
depts. And branches together, these information from their respective heads.

ii) Documentary Observations :-

Secondary sources like books, journals published and unpublished materials from
different departments of the company were consulted.

The marketing strategies and operations are closely observed for all these information I
visited retailers dealers and as well as consumers to assess the present market situation of
the product of APOLLO TYRES LTD.

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 LIMITATION OF THE STUDY

In Project this study has some limitations as this is the period where market was witnessing
a lot dynamic changes like :-
(i) Unusual price increase like 8-10% in last 3 months.

Under these circumstances or critical situations I face difficulties which may affect my
report directly or indirectly.

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INTRODUCTION TO THE
ORGANIZATION

a) History of the Organization

b) Financial Status of the Organization
c) Product Profile
d) Competitors of the Organization

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 INTRODUCTION OF ORGANIZATION

a) History of the Organization

Apollo Tyres straddles the Indian tyre industry much like the Greek Sun God Apollo's four
horse- drawn chariot races across the vast expanse of the sky, symbolising the creation of light,
hence knowledge and truth. And like the Greek charioteer, Apollo Tyres has stood the test of time
on thefour pillars of vision, integrity, quality and sheer determination.

The history of Apollo Tyres dates back to 1974 when it was incorporated as a company in Cochin,
Kerala through the purchase of a licence from the Ruby Rubber Works. Cochin by Mr. Mathew T.
Marattukalam, Jacob Thomas and his associates. In 1976, the company was taken over by Dr.
Raunaq Singh. Apollo's first manufacturing facility (often referred to as the 'mother plant') is in
Perambra, Cochin where production commenced in 1977 with an installed capacity of 420,000 each
of tyres and tubes.

The first 20 years of the company's existence were not easy. Those were times when licences and
quotas ruled the world of manufacturing in a market dominated by multinational companies with
access to technology and machinery and deep pockets.

Therefore, soon after its inception, due to the huge investments required, Apollo wiped out its net
worth and became a BIFR company during the Emergency years. However, Apollo Tyres was
returned to its owners during the Janata Government.

Apollo then used to make the entire gamut of tyres required for scooters, bicycles, trucks and cars.
However, the then core team, led by Onkar Singh Kanwar, realized that to make an impact in the
market and become financially viable it had to become a dominant player in the commercial
vehicles segment. At the time, Modi Tyres had an overwhelming market share and reputation.
Extensive on-ground research by the team allowed it to understand the areas in which Apollo could
make an impact.

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The philosophy then was 'one product fits all', where regardless of the kind of usage, the tyres
truckers fitted on their vehicles were the same. Team Apollo decided to known as the 'overload'
segment and produce tyres which could withstand the extra load the vehicles were made to carry,
while providing drivers with the crucial safety net. It was a tyre called the Hercules which was the
first of its kind. Later, products like Amar, Loadstar and XT-7, XT-9 and XT-9 Gold were
introduced, products still enjoy consumer validation. In fact, XT-9 is the only tyre in India to have
sold more than one crore units, providing the superiority of the product.

In later years, there have been many such first in Apollo's cap. Apart from enjoying the distinction
of being the first tyre company to segment the market on the basis of load and mileage requirements,
it has been the first to introduce packaging for car tyres and tubes and also the very first Indian
company to introduce farm radial tyres. n other innovative moves, Apollo is the first tyre company
to run customer loyalty and awareness programmes to enable them to derive optimal benefits from
their Apollo farm tyres, and also the first to launch exclusive rural retail stores 'Apollo Tyre World'
for truck tyres. Apollo tyres Ltd. has another first to its credit being the first Tyre Manufacturing
Company Worldwide to be certified for B7799 given for information security of IT systems.
Another landmark has been the successful implementation of SAP across the organisation for better
results and productivity.

"People deliver innovation

Innovations deliver success
A few of the differences our people made"

F i r s t Indian tyre company to launch exclusive branded outlets -- Apollo Tyre

World -- for truck tyres
F i r s t Indian tyre company to segment the market on the basis of load and mileage
requirements
F i r s t Indian tyre company to introduce packaging for car and two-wheeler tyres
and tubes
F i r s t Indian tyre company to run a customer loyalty programme
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F i r s t Indian tyre company to introduce radial tyres for the farm category
F i r s t tyre company in India to obtain ISO Certification for all its operations
F i r s t Indian tyre company to produce H, V and W-speed rated tubeless tyres
F i r s t Indian tyre company to run HIV-AIDS awareness and prevention clinics for the
trucking community
F i r s t Indian tyre company to support the creation of an Emergency Medical Service
in an Indian city
F i r s t Indian tyre company to execute an overseas acquisition
F i r s t Indian tyre company to reach a revenue of over US$ 1 billion
1975 Inception
1975 Registered as a company
1977 First plant commissioned in Perambra (Cochin, Kerala)
1991 Second plant commissioned in Limda (Baroda, Gujarat )
1995 Acquired Premier Tyres in Kalamassery (Cochin, Kerala)
1996 Exclusive tubes plant commissioned in Ranjangaon (Pune, Maharashtra)
2000 Exclusive radial capacity established in Limda
2000 Established Apollo Tyres Health Care Clinic for HIV-AIDS awareness and prevention in
Sanjay Gandhi Transport Nagar, Delhi
2003 Expansion of passenger car radial capacity to 6,600 tyres/day
2004 Production of India 's first H-speed rated tubeless passenger car radial tyres
2004 Support in setting up India 's first Emergency Medical Service in Baroda , Gujarat
2005 Apollo Tyres Health Care Clinics in Udaipur in Rajasthan and Kanpur in Uttar Pradesh
2006 Expansion of passenger car radial capacity to 10,000 tyres/day
2006 Expansion of passenger car range to include 4x4 and all-terrain tyres
2006 Acquired Dunlop Tyres International in South Africa and Zimbabwe
2006 Opening of Apollo Tyres Health Care Clinic in Ukkadam, Tamil Nadu
2006 Launch of DuraTread, treading material and solutions
2006 Launch of India's first range of ultra-high performance V and W-speed rated tyres
2007 Launch of Regal truck and bus radial tyres
2007 Launch of DuraTyre, retreaded tyres from Apollo
2007 Launch of the Apollo Tennis Initiative and Mission 2018

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The Future

At Apollo Tyres, they believe in being in control of their destiny. They set ambitious targets and
believe in stretching themselves to outperform them. Therefore, the leadership position in the Indian
market notwithstanding, Apollo is now set to look overseas for new challenges. Nearly all initiatives
being taken at this point in time are geared to fuel this ambition.

At home and abroad, Apollo is looking to not only consolidate its leadership position in various
segments through newer, high technology products but also through consistent organic and
inorganic growth opportunities, in tyres and allied products. Becoming a leader in the passenger car
tyre segment is a priority as is the export of passenger car radials. If the company continues to grow
at the current pace, Apollo expected to reach the US$1 billion mark in less than five years.
Continuous focus on cost control and operating efficiency remains the hallmark of the company.

Adding to all this is the fact that radialisation in India is throwing up fresh opportunities, as is the
boom in road infrastructure and the completion of the Golden Quadrilateral and the North-South-
East-West corridor. Therefore the future is optimistic with promises of a virtuous cycle of growth.

Apollo has three tyre manufacturing facilities and one unit for the production of tubes and flaps in
four locations based in West and South India. Apollo endeavour has been to have the widest spread
of sales and regional offices, along with stock points at locations which allow for maximum
customer reach and efficient supply chain management. Apollo dealer or business partners are also
chosen with great care. Apollo's products are sold through a combination of outlets ranging from
exclusive dealerships to multi-brand and branded retail outlets.

The continuous upgradation of dealer knowledge is in Apollo's interest and therefore their training
is undertaken by the company. With a dedicated field sales, technical and commercial force of 600,
we feel that we are best positioned to meet the customer specific needs.

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 Research and Development for
Apollo Tyres
The state-of-the-art Research & Development Centre had its birth at Perambra, Cochin and later on,
it has grown to a substantial height and stature at its present location at Limda, Baroda. From the
hour of inception, its goal has been to foster development
and promote the evolution of new technologies in the field of Tyre Science & Technology. Recently
company has tie ups with IIT's & IIM's for Rubber Technologies.

All the activities of the centre are extensively supported by a series of highly sophisticated
equipment, which help the research scientists develop products as per customers' specific
requirements.

We have the facilities and expertise for:

Development of compounds for improved performance

Raw material development
Analytical research
Reverse engineering
Advanced design using CAD
FEA modeling of tyres
Simulation testing of the designed product
Product validity & reliability studies

The different activities of the centre are being executed by a pool of specialists from the arena of
Polymer Science, Rubber Technology, Inorganic & Organic Chemistry, Textile Technology,
Physics and Mathematics. Through a synergistic blend of knowledge, experience and hard work,
this multidisciplinary team of scientists are devoted to lead the organisation towards an outstanding
level of success. Currently, the centre is aiming for further growth and is exploring unchartered
areas of research in the field of Tyre Technology that will provide Apollo Tyres the edge in today's
ultra-competitive global market scenario.

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(b) Financial Status of the Organization

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OPERATING FINANCIAL HIGHLIGHTS

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(c) Product Profile

Delivers premium mileage with enhanced comfort

Excellent traction in both wet and dry conditions
Strong steel belts stabilise tread for high mileage

Technical Details

Ideal for moderate load applications

Excellent traction for both on/off-road applications
Strong steel belt with flexible sidewall for longer tyre life

Technical Details

Reinforced radial construction for long life

Light truck construction for moderate loads
Good traction on highway terrain

Technical Details

More tread rubber mass delivers high mileage

Dual-bead construction for heavy load applications
Very strong casing allows higher load-carrying and multiple retreads

Technical Details

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 special casing design with dual beads for heavy-load applications
Optimised shoulder mass ensures cooler running and improved performance

Technical Details

Reinforced bead for better load-carrying capacity

Cap and base construction for higher mileage
Cooler-running tyre for improved life and multiple retreads

Technical Details

High mileage in normal load applications

Cooler-running tyre ensures long life and more retreads

Technical Details

Extra deep tread with cooler running for high mileage

Superior cut-resistant tread compound ensures smooth wear and high
casing value

Technical Details

Superior cut-resistant tread compound ensures longer life and

maximum casing value
Stronger casing for high loads and multiple retreads

Technical Details

.
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Excellent road grip and traction
Designed for strength
Reinforced casing and material ensures longer life and multiple retreadability

Technical Details

Unique design provides extra power and resistance to cuts and cracks
Reinforced casing for high retredability and high mileage
Provides excellent road grip and traction

Technical Details

Performs well on both-carrying capacity

Higher load-carrying capacity
Excellent casing for multiple retreads

Technical Details

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Load & Mileage Technology

XT-7

Key Features :

Durable/Mileage
Load carrying capacity.
Less down time
Cut resistance
Casing value
Cargo :
Cement Frozen food
Agri products Aluminium/ Copper
Auto spares Potatoes
Textiles
Range...

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 Loadstar Super Gold

Key Features :
Load capability
Cut Resistance
Low failures
Casing Value
Cargo :
Sand/Stone chips Marble/Granite
Ores/coal Steel & iron
Wood

Regular Mileage Technology

Champion
Key Features :
Optimum Mileage
Retreadability
Price
Cargo :
Vehicle carrier Parcel Services
Petroleum products LPG Cylinders
Live stock
Range...

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Champion DXL
Key Features :

Optimum Mileage

Economic in Price

Better Casing Value

Cargo :

Bus Passengers

Live & Stocks/Chicken feeds/Chicken

Champion Gold
Key Features :

Optimum Mileage

Retreadability

Price

Cargo :

Vehicle carrier Parcel Services

Petroleum products LPG Cylinders

Live stock

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 XT-9 Gold
Key Features :
High Mileage
Very Low failures
Casing Value
Retreadibility
Price
Cargo :
Veg & fruits FMCG Goods
White goods Paper goods
Sundry Cargo Sea Food
Chemicals/Fertilizers

Regular Mileage Technology

Champion
Key Features :
Optimum Mileage
Retreadability
Price
Cargo :
Vehicle carrier Parcel Services
Petroleum products LPG Cylinders
Live stock

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Champion DXL
Key Features :

Optimum Mileage

Economic in Price

Better Casing Value

Cargo :

Bus Passengers

Live & Stocks/Chicken feeds/Chicken

Champion Gold
Key Features :

Optimum Mileage

Retreadability

Price
Cargo :

Vehicle carrier Parcel Services

Petroleum products LPG Cylinders

Live stock

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 Amar Gold
 Low failures
 Durable/Mileage
 Cut resistance
 Casing value
Cargo
Veg & fruits FMCG Goods
White goods Paper goods
Sundry Cargo Sea Food
Chemicals/Fertilizers

Regular Mileage Tech nology

Amar AT Rib
 Low failures
 Durable/Mileage
 Cut resistance
 Casing value
Cargo
Veg & fruits FMCG Goods
White goods Paper goods
Sundry Cargo Sea Food
Chemicals/Fertilizers

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(d) Competitors of the Organization

 List of competitors

CEAT
MRF

BRIDGESTONE
DUNLOP

J.K.Tyre
OTHERS

GOODYEAR
BIRLA

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 ORGANIZATIONAL STRUCTURE OF APOLLO Tyres Ltd.
Chief Executive Officer

Chief Operating Officer

Chief Indian Operations

Chief Chief Chief Chief Chief Strategy Chief Chief

Financial Research & Group Advisory Projects & Marketing HR
Officer Technology Services Business Operations

Head Head Chief Head IT

Internal Purchase Unit Head Corporate
Audit Manager Limda Plant Div. Head Affairs
Corporate Quality
Relations
Unit Head
Kerala Factories

Unit Head
Pune Plant
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NATIONAL SALES ORGANIZATION CHART

NSH NCH NTH

DIV.M JCO RTSM

ZM
DCM STSM→RM/SM

RM
DCI

SM

ZCM

DM

IT

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 A THEORETICAL ASPECT OF BRAND IMAGE WITH
RESPECT TO PRICE LEADERSHIP

A brand is a collection of images and ideas representing an economic producer; more

specifically, it refers to the descriptive verbal attributes and concrete symbols such as a name,
logo, slogan, and design scheme that convey the essence of a company, product or service.
Brand recognition and other reactions are created by the accumulation of experiences with the
specific product or service, both directly relating to its use, and through the influence of
advertising, design, and media commentary. A brand is a symbolic embodiment of all the
information connected to a company, product or service. A brand serves to create associations
and expectations among products made by a producer. A brand often includes an explicit logo,
fonts, color schemes, symbols and sound which may be developed to represent implicit values,
ideas, and even personality. The key objective is to create a relationship of trust.

The brand, and "branding" and brand equity have become increasingly important components of
culture and the economy, now being described as "cultural accessories and personal philosophies".

In non-commercial contexts, the marketing of entities which supply ideas or promises rather than
product and services (e.g. political parties or religious organizations) may also be known as
"branding".

Concepts

Some marketers distinguish the psychological aspect of a brand from the experiential aspect. The
experiential aspect consists of the sum of all points of contact with the brand and is known as the
brand experience. The psychological aspect, sometimes referred to as the brand image, is a
symbolic construct created within the minds of people and consists of all the information and
expectations associated with a product or service.

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Marketers engaged in branding seek to develop or align the expectations behind the brand
experience (see also brand promise), creating the impression that a brand associated with a
product or service has certain qualities or characteristics that make it special or unique. A brand
is therefore one of the most valuable elements in an advertising theme, as it demonstrates what
the brand owner is able to offer in the
marketplace. The art of creating and maintaining a brand is called brand management. This
approach works not only for consumer goods B2C (Business-to-Consumer), but also for B2B
(Business-to-Business), see Philip Kotler & Waldemar Pfoertsch

A brand which is widely known in the marketplace acquires brand recognition. When brand
recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the
marketplace, it is said to have achieved brand franchise. One goal in brand recognition is the
identification of a brand without the name of the company present. For example, Disney has been
successful at branding with their particular script font (originally created for Walt Disney's
"signature" logo), which it used in the logo.

Consumers may look on branding as an important value added aspect of products or services, as
it often serves to denote a certain attractive quality or characteristic (see also brand promise). From
the perspective of brand owners, branded products or services also command higher prices. Where
two products resemble each other, but one of the products has no associated branding (such as a
generic, store-branded product), people may often select the more expensive branded product on
the basis of the quality of the brand or the reputation of the brand owner.

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Brand name

The brand name is often used interchangeably with "brand", although it is more correctly used to
specifically denote written or spoken linguistic elements of a brand. In this context a "brand name"
constitutes a type of trademark, if the brand name exclusively identifies the brand owner as the
commercial source of products or services. A brand owner may seek to protect proprietary rights
in relation to a brand name through trademark registration. Advertising spokespersons have also
become part of some brands, for example: Mr. Whipple of Charmin toilet tissue and Tony the
Tiger of Kellogg's.

The act of associating a product or service with a brand has become part of pop culture. Most
products have some kind of brand identity, from common table salt to designer clothes.

Brand identity

How the brand owner wants the consumer to perceive the brand - and by extension the branded
company, organisation, product or service. The brand owner will seek to bridge the gap between
the brand image and the brand identity.[2] Brand identity is fundamental to consumer recognition
and symbolizes the brand's differentiation from competitors

Brand identity may be defined as simply the outward expression of the brand, such as name and
visual appearance.[3] Some practitioners however define brand identity as not only outward
expression (or physical facet), but also in terms of the values a brand carries in the eye of the
consumer. In 1992 Jean-Noel Kapferer developed the Brand Identity Prism, which charts the
brand identity along a constructed source and constructed receiver axis, with externalization on
the one side and internalization on the other. On the externalization side brand identity consists of
"physical facet", "relationship" and "reflected consumer". On the internalization side brand
identity consists of "personality", "culture (values)" and "consumer mentalisation". In this respect
Kapferer positions brand personality as one factor within brand identity

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Brand personality

Brand personality is the attribution of human personality traits to a brand as a way to achieve
differentiation. Such brand personality traits may include seriousness, warmth, or imagination.
Brand personality is usually built through long-term marketing, as well as packaging and graphics.

Brand promise

Brand promise is a statement from the brand owner to customers, which identifies what consumers
should expect from all interactions with the brand. Interactions may include employees,
representatives, actual service or product quality or performance, communication etc. The brand
promise is often strongly associated with the brand owner's name and/or logo.

Brand value

Brand equity or brand value measures the total value of the brand to the brand owner, and reflects
the extent of brand franchise.

A brand can be an intangible asset, used by analysts to rationalize the difference between a
company's "book value" and market value. For example, the market value of a company can far
exceed its tangible assets (physical assets owned by the company, such as stock or machinery),
and its brand value can account for some of the difference. Up to 85 percent of a company’s
market value might be intangible (for example know-how, existing client relationships), and
Interbrand, a brand consultancy, states that tangible assets may account for less than five percent
of a company’s market value

Brand value, especially in the case of consumer product brands, may arise out of customer loyalty.
Brand value may also arise in terms of staff retention benefits (e.g. the ability of the company to
attract and retain skilled and/or talented employees offering competitive salaries).

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Campaigning groups may deliberately target a company’s brand value to force a company into
adopting a certain position or practices. Some campaign groups have thought to do this by
deliberately subverting a brand’s image, logo or message, creating a negative association among
consumers. This attack may be visual, as pioneered by groups such as Adbusters, or focusing on
the message.

Brand monopoly
In economic terms the "brand" is, in effect, a device to create a "monopoly" — or at least some
form of "imperfect competition" — so that the brand owner can obtain some of the benefits which
accrue to a monopoly or unique point of sale, particularly those related to decreased price
competition. In this context, most "branding" is established by promotional means. However,
there is also a legal dimension, for it is essential that the brand names and trademarks are protected
by all means available.

In all these contexts, retailers' "own label" brands can be just as powerful. The "brand", whatever
its derivation, is a very important investment for any organization

Branding policies

There are a number of possible policies

Company name

Often, especially in the industrial sector, it is just the company's name which is promoted (leading
to one of the most powerful statements of "branding"; the saying, before the company's
downgrading,).

In this case a very strong brand name (or company name) is made the vehicle for a range of
products or even a range of subsidiary brands

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 Individual branding

Individual branding, also called multibranding, is the marketing strategy of giving each product
in a product portfolio its own unique brand name. This is contrasted with family branding in which
the products in a product line are given the same brand name. The advantage of individual
branding is that each product has a self image and identity that's unique. This facilitates the
positioning process. That means that there are less Halo-effects and one can position all products
differently without making trade-offs.

Attitude branding

Attitude branding is the choice to represent a larger feeling, which is not necessarily connected
with the product or consumption of the product at all. Marketing labeled as attitude branding
include that of Nike, Starbucks, The Body Shop, Safeway, and Apple Computer. In the 2000 book,
No Logo, attitude branding is described by Naomi Klein as a "fetish strategy".

"No-brand" branding
Recently a number of companies have successfully pursued "No-Brand" strategies, examples
include the Japanese company Muji, which means "No label, quality goods" in English. Although
there is a distinct Muji brand, Muji products are not branded. This no-brand strategy means that
little is spent on advertisement or classical marketing and Muji's success is attributed to the word-
of-mouth, a simple shopping experience and the anti-brand movement. Other brands which are
thought to follow a no-brand strategy like Muji, does not brand its products.

Derived brands
In this case the supplier of a key component, used by a number of suppliers of the end-product,
may wish to guarantee its own position by promoting that component as a brand in its own right.

Brand development
In terms of existing products, brands may be developed in a number of ways:

Brand extension

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The existing strong brand name can be used as a vehicle for new or modified products; for
example, many fashion and designer companies extended brands into fragrances, shoes and
accessories, home textile, home decor, luggage, (sun-) glasses, furniture, hotels, etc.

Multi-brands
Alternatively, in a market that is fragmented amongst a number of brands a supplier can choose
deliberately to launch totally new brands in apparent competition with its own existing strong
brand (and often with identical product characteristics); simply to soak up some of the share of
the market which will in any case go to minor brands. The rationale is that having 3 out of 12
brands in such a market will give a greater overall share than having 1 out of 10 (even if much
of the share of these new brands is taken from the existing one). In its most extreme
manifestation, a supplier pioneering

a new market which it believes will be particularly attractive may choose immediately to launch
a second brand in competition with its first, in order to pre-empt others entering the market.

Individual brand names naturally allow greater flexibility by permitting a variety of different
products, of differing quality, to be sold without confusing the consumer's perception of what
business the company is in or diluting higher quality products.

Once again, Procter & Gamble is a leading exponent of this philosophy, running as many as ten
detergent brands in the US market. This also increases the total number of "facings" it receives
on supermarket shelves. Sara Lee, on the other hand, uses it to keep the very different parts of
the business separate — from Sara Lee cakes through Kiwi polishes to L'Eggs pantyhose

Small business brands

Branding a small or medium sized business (SME) follows essentially the same principle a
branding larger corporation. The main differences being that small businesses usually have a
smaller market and have less reach than larger brands. Some people argue that it is not possible
to brand a small business, however there are many examples of small businesses that became very
successful due to branding.

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Own brands and generics
With the emergence of strong retailers the "own brand", a retailer's own branded product (or
service), also emerged as a major factor in the marketplace. Where the retailer has a particularly
strong this "own brand" may be able to compete against even the strongest brand leaders, and may
outperform those products that are not otherwise strongly branded.

Concerns were raised that such "own brands" might displace all other brands, but the evidence is
that — at least in supermarkets and department stores — consumers generally expect to see on
display something over 50 per cent (and preferably over 60 per cent) of brands other than those
of the retailer.
The strength of the retailers has, perhaps, been seen more in the pressure they have been able to
exert on the owners of even the strongest brands (and in particular on the owners of the weaker
third and fourth brands). Relationship marketing has been applied most often to meet the wishes
of such large customers (and indeed has been demanded by them as recognition of their buying
power). Some of the more active marketers have now also switched to 'category marketing' - in
which they take into account all the needs of a retailer in a product category rather than more
narrowly focusing on their own brand.

At the same time, probably as an outgrowth of consumerism, "generic" (that is, effectively
unbranded goods) have also emerged. These made a positive virtue of saving the cost of almost
all marketing activities; emphasizing the lack of advertising and, especially, the plain packaging
(which was, however, often simply a vehicle for a different kind of image)..

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 DATA ANALYSIS AND INTERPRETATION

Due to rapid changes in Technology, Competitor and Consumer preferences a company can
not to stick solely with its existing products and services. Customers want the new and improved
product that comes about competitor. A company may obtain new product development in
company's own research and development. To serve this purpose "Apollo Tyres" has Research
and development department which develops new products as per the demand of the market. To
improvise this products or services they collects information from the research person about their
competitors products.

Apollo Tyres is the largest tyre manufacturing company in India. It provides good tyres to their
customers.

My extensive survey is based on questionnaire having closed ended questions given by the
organization "Apollo Tyres". During conducting survey views of the customers who have heavy
motor vehicle presently. The sample size was 65 from the Vehicle owner, and large number of
fitment survey. Main view was given to know the satisfaction/dissatisfaction of the customer who
are presently using Tyres from their existing company as well as what is their main expectation
from Apollo Tyres.

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QUESTIONNAIR BASED FEEDBACK

Company Name No. of Respondents

Apollo 60

MRF 50

Ceat 25

Birla 20

Others 10

Brand of Tyres you use in Lug Pattern

5%
10% 30%
13%

17%
25%

Apollo MRF J.K. Ceat Birla Others

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1.Which Brand you use in RIB Pattern ?
Company Name No. of Respondents
Apollo 60
MRF 50
J.K. 35
Ceat 25
Birla 20
Others 10

Brand of Tyres you use in Rib Pattern

5%
10% 30%
13%

17%
25%

Apollo MRF J.K. Ceat Birla Others

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2.In case of Apollo, rank the following ?

Company Name Ranking Percentage

Quality 1 52%

Mileage 2 25%

Retred ability 3 10%

Claim Settlement 4 8%

Price 5 5%

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3.In case of Apollo, rank the following ?
Company Name Ranking Percentage
Quality 1 52%
Mileage 2 25%
Retred ability 3 10%
Claim Settlement 4 8%
Price 5 5%

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

Reason No. of Respondents

Price Sensitivity 65
Mileage 55
Service (after sale) 45
Credit 35

In case of other Brand what is the reason for

choosing other brand

18% Price Sensitivity

32%
23% Mileage
27% Service (after sale)
Credit

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

No. of Respondents
Yes 150
No 50

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 heard 2 days "Claim Samadhan" by Apollo

25%
Yes
75% No

6.Your Purchase on

No. of Respondents
Cash 50
Credit 50
Both 100

Your Purchase on

25%
Cash
50%
25% Credit
Both

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 MARKET SHARE OF AS PER
FITTMENT SURVEY

Company Name Fitted Tyres % Share

Apollo 200 50%

MRF 98 24.50%
J.K. 35 8.75%
Ceat 19 5%
Birla 18 4.50%
Other 30 7.50%
Total 400 100%

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 MARKET SHARE AS PER FITTMENT
SURVEYINLOCAL MARKET FOR LUG

Company Name LUG % Share in lug tyres

Apollo 100 50%
MRF 50 25%
J.K. 20 10%
Ceat 10 5%
Birla 10 5%
Other 10 5%
Total 200 100%

LUG

5% 5%
5%

10% Apollo
50% MRF
J.K.
Ceat
25% Birla
Other

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 MARKET SHARE AS PER FITTMENT
SURVEYINLOCAL MARKET FOR RIB
TYRE

Company Name RIB % Share in lug tyres

Apollo 100 50%
MRF 48 24%
J.K. 15 7.5%
Ceat 9 4.5%
Birla 8 4%
Other 20 10%
Total 200 100%

RIB

4% 10%

5%

7% Apollo
50% MRF
J.K.
Ceat
24% Birla
Other

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 Conclusion & Suggestions
Conclusion:-

After preparing and collecting all the data , I have reached these conclusion.
Apollo tyre is the market leader in the LCV&SCV segment followed by MRF, J.K., Birls, Ceat.

 Apollo Tyres brand XT-7 and Amar are market leader at Muzaffarpur Urban and Rural Area.
 XT-7 is Lug tyres and Amar RIB tyres, Most of the customers are satisfied with the
performance of both tyres.
 Appox 70% customers have positive and 30% customers have negative attitude in support of
preference of Apollo tyre at Muzaffarpur.
 Customer's awareness level is better at Muzaffarpur area.
 Apollo tyres is the first tyre company which has launched new scheme to solve the claim within
2 days.
 Most of the customers are unsatisfied with this scheme. Because dealers do not provide them
this type of facility at their disposal.

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Suggestions :-
The suggestions from the consumers to the tyre company are following.
 Some consumer are unsatisfied with the price because competitors product price are less than

Apollo, So company should pay attention in their mind on price.

 Company should provide more mileage of tyres because overloading has been imposed by

the government.

 Company should provide credit facility because customer demands this type of facility.

 The problem of Apollo consumers are lack of adequate promotional schemes. Dealers don't

provide adequate information in the support of the Apollo brands. They see their margin of

profit alone.

 Some schemes should be provided by company. It is good technique for sales promotions.

 Company should give special attention after sales service of their customers.

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 REFERENCES

Marketing Management - Kotler Philip

Statistical Investigation - Gupta B.N.
Monitoring the competition - Leonard. M. Fuld
Consumer behavior and action - Assel Henry

Magazines and Reports

Business World
Business India
Advertising Marketing
www.apollotyres.com

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 Questionnaire

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

(2) Address : ..............................................................................................
..............................................................................................................
(3) Contact No. : .......................................................................................
(4) How many vehicle you have (LCV/SCV) ?
(a) 1 (b) 2 (c) 3
(d) 4 (e) above 4
(5) Which Brand of tyres you use in Lug Pattern ?
(a) Apollo (b) MRF (c) J.K.
(d) Ceat (e) Birla (f) Others
(6) Which Brand you use in Rib Pattern ?
(a) Apollo (b) MRF (c) J.K.
(d) Ceat (e) Birla
(7) In case of Apollo, rank the following according to priority :-
a) Mileage ............................
b) Price ............................
c) Quality ............................
d) Retread ability .........................
e) Claim Settlement .....................
(8) In case other brand what is the co region for choosing other brand
a) ................................... b) ......................................
c) ....................................... d) .......................................
(9) Have you heard 2 days "Claim Settlement" by Apollo.
(a) Yes (b) No
(10) Your Purchase on :
a) Cash b) Credit c) Both

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(11) Does Company's Dealer help in choosing the Brand as per your requirement?
(a) Yes (b) No
(12) In case of not using Apollo Brand reason for it.
a)
b)

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