MARKETING STRATEGY OF CEAT TYRES

This is to certify That the project entitled A

study on “Marketing Strategy on Ceat Tyres”

Has been successfully completed by Akshit Bhatt

In partial fulfilment of the requirements for the

reward of degree of Bachelor of Business

Administration under my guidance during the

Academic year 2022 – 2025.

 Declaration

I, Akshit Bhatt, hereby declare that the project report titled "Marketing Strategy of

CEAT Tyres" submitted to Pt. Deen Dayal Upadhyay Management College is a

result of my original and independent work conducted under the guidance of MR

Chirag Jain. This project was undertaken as part of the requirements for BBA

Summer Training Project.

I have ensured that the data and information presented in this report have been

meticulously collected and are authentic to the best of my knowledge. All the sources

and references have been properly acknowledged, and any contribution from external

sources has been credited.

I understand that any form of plagiarism or academic dishonesty is against the ethical

guidelines of our college, and I assure that this project is free from such

malpractices.

DATE - AKSHIT BHATT

 ACKNOWLEDGEMENT

First and foremost, I would like to thank God Almighty for giving me the strength,

knowledge, ability and opportunity to undertake this project work and complete it

successfully. I extend my sincere gratitude to the Director of the college, Dr. Mayank

Agarwal and all the faculty members of the Department of Business Studies for their

overall guidance, inspiration and suggestions throughout my project work. I wish to

express my heartfelt thanks to the Head of Department, Mr Robin Rastogi and Mr

Chirag Jain who is my Project Guide, for his persistent help, guidance and

encouragement. His valuable comments and insights have greatly benefitted me and

helped me complete the project successfully. My acknowledgement would be

incomplete without thanking my parents, friends and everyone who have directly or

indirectly helped me for completing the project in time and thereby making it a

success.

AKSHIT BHATT
Executive Summary

CEAT Tyres has recently revamped its marketing strategy under CEO Arnab

Banerjee's leadership. The company retired its iconic rhino mascot and introduced the

new tagline, "Making Mobility Safer and Smarter Everyday." CEAT has focused on

building strong brand connections through partnerships with cricket and the Indian

Premier League (IPL). They aim to increase market share in the two- and three-

wheeler segments and achieve significant revenue growth1. CEAT also emphasizes

digital presence and technological advancements to stay competitive.

CEAT Tyres, a leading tyre manufacturer in India, has consistently evolved its

marketing strategy to stay ahead of the competition and address the dynamic needs of

the automotive market. Under the leadership of CEO Arnab Banerjee, the company

has taken bold steps to redefine its brand image, enhance customer engagement, and

expand its market presence. This executive summary provides a comprehensive

overview of CEAT's marketing strategy, focusing on key areas such as brand

evolution, strategic partnerships, product diversification, digital presence, market

expansion, customer engagement, and technological advancements.

CEAT has embarked on a significant transformation in its branding efforts. The

company retired its iconic rhino mascot and introduced a new tagline, "Making

Mobility Safer and Smarter Everyday." This change reflects CEAT's commitment to
innovation and customer-centricity. The new tagline emphasizes the company's focus

on delivering safe and intelligent mobility solutions to its customers.

The rebranding efforts are aimed at modernizing CEAT's image and aligning it with

contemporary consumer expectations. By highlighting safety and smart mobility, CEAT

aims to differentiate itself from competitors and position itself as a forward-thinking

and reliable brand in the tyre industry.

One of the key pillars of CEAT's marketing strategy is its strategic partnerships,

particularly in the realm of sports sponsorships. CEAT has built a strong brand

connection through its association with cricket and the Indian Premier League (IPL).

Cricket, being the most popular sport in India, provides an excellent platform for

CEAT to reach a wide audience and enhance brand visibility.

CEAT's sponsorship of the IPL and other cricket events has helped the company build

a loyal customer base and create a strong brand recall. By associating with cricket,

CEAT taps into the emotions and passion of cricket fans, fostering a positive brand

image and increasing customer engagement.

CEAT's product portfolio is extensive and diverse, catering to various segments of the

automotive market. The company offers a wide range of tyres, including car tyres,

SUV tyres, bike tyres, scooter tyres, commercial tyres, and agriculture .
INDEX PAGE NUMBER

. Introduction

. Literature Review

. Objective of the Study

. Need of the Study

. Company Profile

. Research Methodology

. Data Analysis and Interpretation

. Findings of the Study

. Conclusion

. Recommendations and Suggestions

. Limitations of the Study

. Annexures

. References and Bibliography

 CHAPTER 1
INTRODUCTION
INTRODUCTION

About: CEAT Tyres

• Founded: 1958

• Headquarters: Mumbai, India

• Key Products: Automotive tyres for bikes, cars, trucks, and more

• Vision Statement: Delivering safety, performance, and reliability

• Fun Fact: Part of the RPG Group

Ceat Ltd, a part of the RPG Goenka group, is the second largest tyre manufacturer

in the country after MRF. Ceat manufactures truck & bus, passenger car, scooter and

LCV tyres. The company is a dominant player in the truck & bus and passenger car

tyre segments with a market share of 14% and 17% respectively. In FY2000,Ceat did

well to posting a 21%yoy sales growth in the replacement market for truck & bus

tyres. It is presently focusing on catering to the fast growing passenger car and two

wheeler industry. Towards this, it is commissioning a new radialtyre factory in June

2000.Industry basicsTyre industry is capital intensive and as capacities come in spurts,

it leads toconstant demand-supply imbalances and consequent cyclicality in prices.

Variable cost is also very high, with raw materials forming nearly 70% of the costs.
Profit margins are therefore thin. Production process is technology intensive

andglobally huge sums are invested in R&D. Tyre demand is a derived demand,

dependent on the auto industry, both for OEM and replacement market. The major

segmentsare Truck & Bus (T&B) tyres and car tyres. Value share of T&B segment is

about73%. This segment is highly competitive and margins are typically lower than

inthe car tyres segment. Replacement market forms the largest segment (about

58%),followed by OEM (about 22%). Export accounts for about 15%. With global

demandslowing down, there is a consolidation of capacities through mergers etc. The

domestic tyre industry broadly mirrors the market characteristics of the global

industry. However, due to rough road conditions, the more rugged, suitable and

cheaper cross ply tyres are in vogue. Consumption of natural rubber is,

therefore,proportionately higher. The government has decided to impose 10% safeguard

dutyon carbon black and hiking benchmark prices of natural rubber (25-30% of

sales)in February 1999. Its impact was felt only to an extent Aashit Agarwal B.Com

(H)II Year 2017-18 as prices of these commodities are ruling at historical lows in the

global market.Ceat is part of the RPG group, which is diversified, with presence in

major sectors like power, fertilizers, pharmaceuticals, tyres, computer, telecom,

financial services etc. The group stumbled trying to grow via diverse platforms and

hasmany companies that have turned sick. But lately the strategy seems to be one

ofrestructuring and consolidation. The group is divided into 4 broad areas - rubber &

allied products, power, electronics & telecom and chemicals. Ceat’s investments in its

subsidiaries have also come down this fiscal which is a sign of prudence on the
management. BUSINESS DESCRIPTIONCeat is a manufacturing company, which

produces rubber, tire, nylon fabric products, nylon tire yarn, glass fiber, automotive

flaps, filament mats and other rubber products for the automotive markets in India.

The company has a well established research and development center that evaluates

the application and development of new raw materials, compounds and tire sizes. It

produces tires for two and three wheeled vehicles, passenger cars, LCVs, trucks and

buses. Ceat exports to almost 50 countries, with the US being the largest

destination.The company also provides investment financial services through Meteoric

Industrial Finance and Atlantic Holdings. Automotive tire sales account for around

90%of revenues, automotive tubes account for about 8% and the remaining revenues

come from other non-core operations.The company is pursuing a strategic initiative of

intensifying outsourcing to expand its product range and increase production volumes.

Ceat has an agreement with Pirelli of Italy for outsourcing radial tires which are

being marketed underthe CEAT Spider Radials brand name. Akshit Bhatt BBA III

Year 2025-26 CEAT INDIA Ceat Limited is a manufacturer of tires in India.

Automotive tires comprise the largest part of the Company s revenue, however it also

produces tire flaps, rubber tubing and nylon thread. The Company also offers

financial services through Ceat Financial Services Limited, including hire purchase,

office equipment finance, container and equipment/infrastructure leasing and money

market operations .History CEAT stands for Cavi Electrici Affini Torino (Electrical

Cables and Allied Products of Turin).CEAT International was first established in 1924

at Turino in Italy and manufactured cables for telephones and railways. In 1958,
CEAT came to India, and CEAT Tyres of India Ltd was established in collaboration

with the TATA Group.In 1982, the RPG Group took over CEAT Tyres of India, and

in 1990, renamed the company CEAT Ltd. The success of any organization in a

competitive market relies heavily on the strength of its marketing strategy. CEAT

Tyres, a leading player in the tire manufacturing industry, has established itself as a

significant name in the market. Known for its innovative products, strong brand

presence, and customer-centric approach, CEAT Tyres has continually evolved its

marketing strategies to maintain its position in the industry. This project explores the

comprehensive marketing strategy of CEAT Tyres, providing insights into its market

positioning, promotional tactics, and customer engagement. The tire industry in India

is a dynamic and fast-growing sector that plays a crucial role in supporting various

segments like automotive and transportation. CEAT Tyres, being one of the oldest and

most reputed tire manufacturers in India, faces constant challenges and opportunities

due to the evolving market trends, technological advancements, and competitive

landscape. This study aims to delve deep into the marketing strategies employed by

CEAT Tyres to navigate these complexities successfully.

Literature Overview

Brief History and Evolution of Marketing Strategies in the Tire

Industry

The tire industry has undergone significant transformations over the years. Early

marketing efforts were predominantly product-focused, emphasizing durability and cost

effectiveness. With the rise of competition and globalization, marketing strategies in

the tire industry evolved to include branding, customer loyalty programs, and

innovative promotional campaigns. In recent years, digital marketing has gained

prominence, enabling companies to engage with customers through online platforms,

social media, and targeted advertising.

Key Marketing Concepts and Frameworks Relevant to CEAT Tyres

Marketing frameworks such as the 4Ps (Product, Price, Place, Promotion) and SWOT

analysis are highly relevant to CEAT Tyres. By analyzing its product portfolio, pricing

strategies, distribution networks, and promotional activities, CEAT Tyres can optimize

its marketing efforts to meet customer expectations and maintain a competitive edge.

Overview of Competitors and Industry Benchmarks

The tire industry is characterized by intense competition, with major players like

MRF, Apollo Tyres, and JK Tyres vying for market share. Understanding the

strategies employed by these competitors provides a benchmark for evaluating CEAT

Tyres' performance. Factors such as innovation, brand loyalty, and customer service

play a crucial role in determining market leadership.

Objectives of the Study

The primary objectives of this study are:

1. To analyze the marketing strategy of CEAT Tyres: This involves an in-depth

review of the company’s promotional activities, branding, pricing strategies, and

product placement.

2. To understand CEAT’s target market and customer segmentation: Identifying

the specific demographics, psychographics, and geographic segments targeted by CEAT

Tyres.

3. To identify the key factors contributing to CEAT’s market success: Factors

such as innovation, customer satisfaction, and competitive pricing that contribute to its

sustained growth.

4. To provide actionable recommendations for future growth: Suggestions to

enhance CEAT Tyres’ market presence and respond effectively to industry challenges.
Need for the Study

The need for this study stems from several critical factors that emphasize the

importance of understanding and analyzing CEAT Tyres' marketing strategy in detail.

Below is an in-depth exploration of these factors:

1. Dynamic Nature of the Tire Industry The tire industry is constantly evolving,

driven by technological advancements, changing consumer preferences, and regulatory

pressures. Understanding how CEAT Tyres adapts to these changes through its

marketing strategies offers valuable insights into achieving sustainability and growth in

a competitive market.

2. Rising Competition in the Market CEAT Tyres operates in a highly competitive

landscape alongside other major players such as MRF, Apollo Tyres, and Bridgestone.

This study is crucial to examine how CEAT differentiates itself through innovative

marketing techniques, thereby maintaining its market position and attracting new

customers.

3. Increasing Importance of Customer-Centric Strategies Modern consumers

demand more than just high-quality products. They seek personalized experiences,

ethical practices, and value-driven interactions. By studying CEAT's customer-focused

marketing initiatives, the project aims to understand how the company builds loyalty

and engages with its diverse customer base.

4. Emergence of Digital Marketing Platforms The shift toward digital marketing

has transformed the way businesses communicate with their customers. This study
delves into how CEAT Tyres leverages online platforms, social media, and e-

commerce channels to expand its reach and strengthen its brand image.

5. Learning from Success Stories CEAT Tyres’ consistent growth and market

presence make it an exemplary case study for businesses aspiring to succeed in

similar industries. Analyzing its marketing strategy provides actionable insights for

startups, SMEs, and established corporations.

6. Enhancing Academic and Practical Understanding From an academic

perspective, this study contributes to the literature on effective marketing strategies in

industrial sectors. Practically, it serves as a guide for professionals in the tire and

related industries to develop and refine their own marketing tactics.

7. Addressing Key Challenges and Opportunities The study identifies the

challenges faced by CEAT Tyres, such as fluctuating raw material costs and intense

price competition, and explores how the company’s marketing strategies help mitigate

these issues. Additionally, it highlights untapped opportunities that CEAT can capitalize

on to further solidify its market position.

8. Influence of Environmental and Sustainability Factors Sustainability has

become a significant factor influencing purchasing decisions in the automotive sector.

This study investigates CEAT's marketing efforts in promoting eco friendly products

and sustainable practices to meet consumer expectations and regulatory standards. 9.

Guidance for Strategic Planning Understanding CEAT’s approach to market

segmentation, product innovation, and promotional activities provides a blueprint .

CHAPTER 2

COMPANY PROFILE
. Company Profile

History of CEAT Tyres

CEAT Tyres was originally founded in Italy in 1924 as Cavi Electrici e Affini

Torino. In 1958, the company began its operations in India and later became a part

of the RPG Group. Over the decades, CEAT has evolved into a leading tyre

manufacturer with a strong presence across multiple automotive segments. Products

and Services CEAT offers a wide range of tyres tailored to specific vehicle needs. Its

product portfolio includes: • Two-Wheeler Tyres: Catering to motorcycles, scooters,

and bicycles. • Passenger Car Tyres: Designed for city and off road conditions. •

Truck and Bus Tyres: Built for heavy-duty operations and long-haul performance. •

Off-The-Road (OTR) Tyres: Serving the needs of construction and agricultural

equipment

Market Position and Financial Performance

• CEAT is among the top five tyre manufacturers in India, competing with brands

like MRF, Apollo Tyres, and JK Tyres. With state-of-the-art manufacturing facilities

and a strong dealer network, CEAT commands a significant share of the domestic

tyre market. Its financial performance has seen steady growth, driven by increased

demand for automotive products and strategic investments in branding.

• Marketing Strategies
• CEAT Tyres has developed a comprehensive marketing strategy that aligns with its

vision of delivering superior value to customers through safety, performance, and

innovation. This section explores CEAT's marketing mix—Product, Price, Promotion,

and Place (4Ps)—and how it has contributed to the company’s success. •

• Product Strategy

• The foundation of CEAT’s marketing strategy lies in its diverse and innovative

product portfolio. • Key Features: • Durability and Safety: CEAT tyres are designed

to provide enhanced safety, especially in challenging terrains and weather conditions. •

Innovation: CEAT leverages cutting-edge technology to develop tyres with advanced

features such as low rolling resistance, high tread life, and superior grip. •

Customization: CEAT offers tyres tailored to specific consumer needs, such as city

driving, highway cruising, and off-road adventures. • Sustainability Initiatives: The

company has introduced eco-friendly tyres that minimize environmental impact by

reducing fuel consumption and emissions. • Examples of Product Success: • CEAT

Milaze X3: Renowned for its long-lasting performance, this tyre targets cost-conscious

customers. • CEAT SecuraDrive: Designed for passenger cars, this model emphasizes

comfort and safety at high speeds. •

• Pricing Strategy

• CEAT employs a competitive pricing strategy to appeal to a wide range of

customers, from cost sensitive consumers to premium buyers.

• Pricing Tactics:

• Value-for-Money Positioning: CEAT balances quality and affordability, making its

products accessible to middle-income groups.

• Segmented Pricing: Products are priced differently based on vehicle type,

usage, and market segment. For example: Entry-level tyres for two-wheelers are

affordable, targeting young riders. Premium car tyres are priced higher to cater to

urban and affluent customers. Discounts and Promotions: Periodic offers, trade

discounts, and bundled packages are provided to dealers and customers to encourage

bulk purchases. Impact: This approach has helped CEAT maintain a strong foothold

in the competitive tyre market, particularly in India, where price sensitivity is high. •

• Promotion Strategy

• Promotion is a key pillar of CEAT’s marketing strategy. The company employs a

mix of traditional and digital marketing methods to engage its audience.

• 1. Advertising Campaigns:

• CEAT’s advertisements often focus on themes of safety and reliability. • Iconic

campaign: “Road Safety Begins with CEAT” emphasizes accident prevention and tyre

reliability. • Use of humor and storytelling in ads has made CEAT’s campaigns

memorable.
• 2. Digital Marketing:

• CEAT actively uses platforms like Instagram, Facebook, and YouTube to engage

younger demographics. • Campaigns such as #GripOnLife showcase how CEAT tyres

provide superior grip and performance. • Collaborations with influencers and

automotive bloggers amplify reach.

• 3. Sponsorships:

• CEAT sponsors sports events such as cricket tournaments, enhancing brand

visibility. • The CEAT Cricket Awards celebrate excellence in cricket, aligning the

brand with India’s most popular sport.

• 4. Public Relations and CSR Initiatives: • CEAT organizes road safety

awareness programs, emphasizing its commitment to community welfare. • Partnerships

with NGOs for environmental sustainability highlight the brand’s social responsibility.

• • 3.4 Place (Distribution) Strategy • CEAT Tyres has built a robust distribution

network to ensure its products are accessible across urban and rural markets. •

Distribution Channels: • Dealer Network: CEAT has a vast network of authorized

dealers and distributors across India and key international markets. • Retail Outlets:

CEAT Shoppes provide a branded retail experience for customers, offering tyre

installation, servicing, and support. • E-Commerce: CEAT has embraced online

platforms like Amazon and Flipkart, as well as its own website, to cater to tech-

savvy consumers. • OEM Partnerships: Collaborations with major automobile

manufacturers like Tata, Maruti Suzuki, and Hero MotoCorp ensure CEAT tyres are
fitted on vehicles at the factory level. • Innovations in Distribution: • Use of

technology for inventory management and demand forecasting. • Expansion into tier-2

and tier-3 cities to capture untapped markets. • • 4. Analysis of Marketing Campaigns

• CEAT Tyres has executed a series of impactful marketing campaigns to strengthen

its brand identity, engage with its target audience, and drive sales. This section

examines some of its most notable campaigns, digital initiatives, and innovative

approaches to customer engagement. •

• Iconic Advertising Campaigns • Advertising has been a cornerstone of

CEAT’s marketing strategy, emphasizing safety, reliability, and innovation.

• 1. “Road Safety Begins with CEAT” • Theme: Highlighting tyre reliability and its

role in accident prevention. • Impact: This campaign became synonymous with

CEAT’s brand identity, reinforcing its commitment to safety. • Execution: TV ads,

print media, and outdoor billboards showcased everyday driving scenarios where

CEAT tyres ensured safety.

• 2. “Be Idiot Safe” Campaign • Theme: Using humor and quirky characters to

promote responsible driving and vehicle safety. • Target Audience: Urban youth and

middle-class families. • Impact: This campaign resonated with younger demographics,

making road safety discussions more relatable.

• 3. Sports-Centric Advertising • CEAT has leveraged cricket, India’s most followed

sport, to increase brand visibility. • Example: CEAT Cricket Awards, where the brand

celebrates top cricketing performances, aligns its values with the grit and
determination shown on the field. • 4.2 Digital Marketing Initiatives • CEAT has

embraced digital marketing to connect with tech-savvy consumers and strengthen its

online presence. • 1. Social Media Campaigns • CEAT maintains an active presence

on Instagram, Facebook, and Twitter, sharing content ranging from tyre safety tips to

product launches. • Example: The #GripOnLife campaign highlighted CEAT’s superior

grip in various driving conditions using engaging visuals and customer testimonials. •

2. Influencer and Content Marketing • CEAT collaborates with automotive influencers

and YouTubers to review its products and demonstrate their performance. • Blogs,

videos, and social media posts amplify awareness, especially among automobile

enthusiasts. • 3. Interactive Digital Tools • Tyre Finder Tool: Helps customers choose

the right tyres based on their vehicle and driving preferences. • Driving Safety

Games: Online games and quizzes aimed at educating users about tyre safety and

maintenance. • • 4.3 Traditional Media Campaigns • While digital strategies are vital,

CEAT continues to invest in traditional media to reach its diverse customer base. •

Television and Print Media • CEAT’s TV commercials blend storytelling with product

benefits, targeting families and working professionals. • Print ads in newspapers and

automotive magazines focus on new product launches and technical features. •

Outdoor Advertising • CEAT utilizes billboards, bus stop signage, and banners in

high-traffic areas, especially in tier-1 and tier-2 cities. • Focus areas include highways,

where CEAT tyres’ durability and performance are most relevant. •

• Campaign Performance Analysis

• Increased Brand Recall: Campaigns like “Road Safety Begins with CEAT” have

boosted CEAT’s recall among consumers, particularly in the tyre replacement market.

Social Media Engagement: CEAT has recorded significant growth in online

followers and engagement metrics due to its digital campaigns.

• Sales Growth: Integrated campaigns combining online and offline elements have

contributed to steady revenue growth, particularly in two wheeler and passenger car

segments. • • 4.5 Key Learnings from Campaigns • Consistency in Messaging: A

clear focus on safety across campaigns has strengthened CEAT’s positioning. •

Leveraging Popular Culture: Tapping into sports and humor has enhanced customer

relatability. • Adapting to Digital Trends: CEAT’s proactive adoption of digital

platforms ensures relevance in a fast-evolving market.

• Competitive Analysis • The tyre industry is highly competitive, with numerous

players vying for market share through innovation, pricing, and branding. CEAT Tyres

competes with both domestic and international giants, making its marketing strategy

critical to maintaining its position. This section examines CEAT's competitive

landscape and its strategies to stand out. •

• 5.1 Key Competitors • CEAT faces competition from well-established brands in the

Indian and global markets. • Domestic Competitors • MRF (Madras Rubber Factory):
• Market leader in India, known for its high-quality products and robust distribution

network. • Strong focus on sports sponsorships and premium branding. • Apollo

Tyres: • Offers a diverse portfolio catering to domestic and international markets. •

Known for its global presence and aggressive marketing strategies. • JK Tyres: •

Strong in the commercial vehicle segment with innovative radial tyres. • Focuses on

fuel efficiency and eco-friendly products. • International Competitors • Bridgestone: •

A global giant with premium products and a strong emphasis on R&D. • Known for

its brand association with high performance vehicles. • Michelin: • Leader in

innovation, offering advanced tyres for both passenger and commercial vehicles. •

Strong branding around sustainability and premium performance. •

• SWOT Analysis of CEAT Tyres

• Strengths • Brand Equity: CEAT’s campaigns focusing on safety and reliability

have established a strong brand identity. • Diverse Portfolio: A wide range of

products catering to multiple vehicle segments. • Distribution Network: Extensive

presence across urban and rural areas. • Affordability: Competitive pricing attracts

price sensitive customers in India. • Weaknesses • Limited Premium Penetration:

Struggles to compete with global giants like Michelin and Bridgestone in the premium

segment. • Heavy Dependence on Domestic Market: Over reliance on India for a

majority of its revenue. • Opportunities • Expanding Internationally: Increasing global

presence in high-growth markets like Southeast Asia and Africa. • Sustainability

Trends: Capitalizing on the growing demand for eco-friendly and fuel-efficient tyres. •

Digital Transformation: Further integration of digital marketing and e-commerce for

better customer outreach. • Threats • Intense Competition: Both domestic and

international competitors pose significant challenges. • Raw Material Costs: Volatility

in rubber and petroleum prices can affect profit margins. • Economic Slowdowns: A

decline in automobile sales directly impacts tyre demand. •

• Competitive Positioning

• CEAT’s positioning is centered on delivering value-for-money products that

prioritize safety and durability. The company leverages: • Advertising Differentiation:

Its focus on road safety sets it apart from competitors who emphasize performance or

premium branding. • Customer Accessibility: CEAT’s penetration in tier 2 and tier-3

cities allows it to capture untapped markets, unlike premium players. •

• Key Differentiators

• Focus on Safety: Campaigns such as “Road Safety Begins with CEAT” reinforce its

safety-first image. • Eco-Friendly Initiatives: Introduction of green tyres to appeal to

environmentally conscious consumers. • Sports Engagement: Sponsorships like the

CEAT Cricket Awards connect the brand with Indian cricket fans. •

•Performance Against Competitors

• Market Share: • CEAT holds a significant portion of the Indian tyre market but

lags behind MRF and Apollo in terms of revenue. • Brand Recall: • CEAT’s

advertising campaigns have given it a distinct identity, particularly in the two-wheeler

and replacement tyre segments. • R&D and Innovation: • While CEAT is innovative,
it invests less in R&D compared to global players like Michelin and Bridgestone. •

6. Market Trends and Consumer Insights • Understanding market trends and consumer

behavior is essential for shaping marketing strategies in the tyre industry. CEAT

Tyres, like other major brands, must adapt to emerging trends and shifting consumer

preferences to remain competitive. This section explores key trends in the tyre

industry and how CEAT has responded to these developments. •

• Industry Trends Affecting CEAT

• 1. Increasing Demand for Fuel-Efficient Tyres As fuel prices rise and

environmental concerns grow, consumers are increasingly opting for tyres that improve

fuel efficiency. Tyre manufacturers are investing in technology to create low rolling

resistance tyres, which reduce fuel consumption. • CEAT’s Response: CEAT has

introduced tyres like the CEAT FuelSmarrt, designed to offer better fuel efficiency

without compromising on performance. This product targets cost-conscious consumers

who seek both savings and environmental benefits.

• 2. Adoption of Radial Tyres Radial tyres have gained popularity due to their

ability to provide a smooth ride, better fuel efficiency, and longer lifespan. The shift

from bias tyres to radial tyres is a notable trend, particularly in the commercial

vehicle sector. • CEAT’s Response: CEAT has focused on producing high-quality

radial tyres for both passenger cars and commercial vehicles. The company has

increased its production capacity for radial tyres to meet growing demand, positioning

itself as a leader in the segment.

• 3. Growth of E-Commerce in Tyre Sales The rise of online shopping has

reshaped the retail landscape for tyres, particularly in the aftermarket segment.

Consumers increasingly prefer purchasing tyres online, attracted by the convenience

and ability to compare prices. • CEAT’s Response: CEAT has strengthened its online

presence through e-commerce platforms like Amazon and Flipkart, in addition to

launching its own digital portal for direct-to-consumer sales. The company also

partners with online tyre services, allowing customers to book installations and tyre

services online.

• 4. Sustainability and Eco-friendly Products Environmental sustainability is

becoming a focal point for consumers and regulatory bodies alike. Tyre manufacturers

are under pressure to adopt eco-friendly production methods and introduce tyres that

are recyclable and reduce carbon footprints. • CEAT’s Response: CEAT has invested

in green tyres that help reduce fuel consumption and lower CO2 emissions.

Additionally, the company is exploring sustainable manufacturing practices to reduce

waste and promote the recycling of used tyres.

• 5. Technological Advancements in Tyre Monitoring The rise of connected

technologies has led to innovations like tyre pressure monitoring systems (TPMS) and

smart tyres that can provide real-time data about the condition of tyres. These

systems help improve safety and extend the lifespan of tyres. • CEAT’s Response:

CEAT is exploring the integration of smart tyre technologies, partnering with

automotive OEMs to develop connected tyre systems. The introduction of CEAT

TyreCheck, an app for monitoring tyre health, is one example of the brand’s efforts

to leverage technology to enhance consumer safety. •

• Changing Consumer Preferences

1. Increased Focus on Safety and Performance • Consumers are becoming more

discerning, with a growing emphasis on safety features, performance, and

durability. While price remains an important factor, many buyers are willing to

pay a premium for tyres that offer superior performance and security. •

CEAT’s Response: CEAT has placed a significant focus on promoting the

safety features of its tyres, particularly through campaigns such as “Road

Safety Begins with CEAT”. The company also continues to improve tyre

performance, particularly in terms of grip, braking, and handling under varying

road conditions.

2. • 2. Demand for Low-Cost, High-Value Products • In emerging markets like

India, cost remains a critical consideration for many consumers. However, there

is a growing demand for products that offer good value for money, balancing

affordability with quality. • CEAT’s Response: CEAT caters to this segment

with its range of budget-friendly tyres that offer longer lifespan and higher

durability compared to many lower cost competitors. Products like CEAT

Milaze X3 have been positioned as high-value offerings that ensure longevity

and cost-effectiveness.
3. • 3. Influence of Social Media and Online Reviews • Consumers are

increasingly relying on online reviews and social media recommendations to

make purchase decisions. This shift has pushed tyre brands to enhance their

digital presence and engage with customers online. • CEAT’s Response: CEAT

has embraced digital marketing, particularly through social media platforms like

Instagram and Facebook, where it actively engages with consumers through

informative content, customer reviews, and influencer partnerships. Additionally,

CEAT encourages satisfied customers to share their experiences online,

leveraging word-of-mouth marketing.

4. • 4. Preference for Localized and Region-Specific Products • As global

automotive markets evolve, there is a growing demand for tyres tailored to

local road conditions and climates. Consumers in different regions prefer tyres

that are optimized for local driving conditions, such as high temperatures or

rough terrains. • CEAT’s Response: CEAT develops region-specific products,

particularly for emerging markets like India, where the conditions vary

dramatically between urban and rural areas. For instance, CEAT’s tyres

designed for rough, rural roads offer better durability and traction, catering to

local needs. •

5. • Consumer Insights

• CEAT has invested significantly in understanding consumer behavior to fine-

tune its marketing strategies and product offerings. •

1. Consumer Sentiment and Brand Loyalty

 CEAT’s consumers generally view the brand as reliable and affordable,

particularly in the two wheeler and passenger vehicle segments. Brand

loyalty is strong in markets where the brand has established itself through

consistent product performance and customer service. • Insights: Consumers

are highly loyal if the brand consistently meets their expectations in terms

of product quality and safety. •

2. Value of After-Sales Services

• Consumers value after-sales services, such as tyre installation,

maintenance, and repair. CEAT’s emphasis on customer service and

providing tire care products has helped strengthen its relationship with

customers. • Insights: Offering value-added services can significantly

enhance customer retention and lead to positive word-of-mouth marketing.

• 3. Young and Urban Demographics

Young consumers, particularly those in urban areas, are more likely to

choose tyres based on performance and technological features. CEAT has

strategically positioned itself as a youth friendly brand, often collaborating

with influencers and using humor in its advertising to connect with this

demographic. • Insights: Tailoring marketing messages to younger

audiences can drive brand engagement and increase sales in urban markets.
 CHAPTER 3:
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY

Every project work requires research, successful completion of any project and getting

the genuine results from that depends upon the research method used by the

researcher. The whole research process used by us is as follows:-

1. Problem Formulation

2. Research design

3 Sample design

4. Source of data

(a) Primary source of data

(b) Secondary source of data

(c) Collection of data

(d) Analysis of data

(e) Interpretation of data

(f) Project report and writing

Research

Research can be defined as a careful investigation or inquiry especially through search

for new facts in any branch of knowledge. Redman and Mory defines research as a

systematized effort to gain new knowledge.

1. Research Design

The study employs a mixed-methods research design, combining both quantitative

and qualitative approaches. This hybrid methodology enables a comprehensive

exploration of Ceat Tyres' marketing strategies by integrating numerical data with in-

depth insights into consumer behavior, market dynamics, and strategic implementation.

Rationale for the Design

• Quantitative Analysis: To measure the effectiveness of marketing campaigns,

sales data, market share, and customer demographics.

• Qualitative Analysis: To understand the perceptions, preferences, and behaviors

of stakeholders, including customers, dealers, and employees.

2. Research Objectives

The study is guided by the following objectives:

1. To identify the critical components of Ceat Tyres’ marketing strategy.

 2. To assess the effectiveness of its marketing channels (e.g., digital, retail, and

advertising).

3. To evaluate customer satisfaction and brand loyalty.

4. To analyze the impact of market trends on Ceat Tyres’ marketing strategies.

5. To recommend strategies for enhancing marketing performance and addressing

industry challenges.

3. Scope of the Study

The research focuses on the Indian market as Ceat Tyres holds a significant market

share in the domestic tyre industry. Additionally, the study examines its international

presence to assess how marketing strategies are adapted for global markets.

Key areas of focus include:

• Customer segmentation and targeting.

• Distribution and sales strategies.

• Branding and promotional campaigns.

• Competitor benchmarking.

• Technological and sustainability initiatives.

4. Data Collection Methods

The methodology employs a combination of primary data and secondary data to

ensure a comprehensive analysis.

4.1 Primary Data Collection

Primary data is gathered directly from stakeholders through structured and semi-

structured methods.

Techniques Used:

1. Surveys and Questionnaires:

o Target audience: Existing and potential customers, tyre dealers, and retail

partners.

o Focus: Preferences, satisfaction levels, brand perception, and buying

behavior.

o Distribution: Online and offline methods (e.g., Google Forms, in-store

questionnaires).

o Sample Size: 500+ respondents across urban, semi-urban, and rural

areas.

2. Interviews:

o Stakeholders: Ceat Tyres’ marketing team, senior executives, and dealers.

o Focus: Insights into strategic planning, challenges, and implementation.

3. Focus Groups:
 o Composition: Groups of 8-10 customers representing different vehicle

segments (e.g., two-wheelers, passenger cars, and trucks).

o Objective: To gather qualitative data on brand perception and consumer

priorities.

4. Observation Studies:

o Scope: In-store and online shopping behaviors.

o Focus: Customer decision-making processes and responses to promotional

campaigns.

4.2 Secondary Data Collection

Secondary data is sourced from reputable and credible platforms to complement

primary data.

Sources Include:

• Company Reports: Annual reports, financial statements, and press releases of

Ceat Tyres.

• Industry Reports: Tyre industry market analysis, growth trends, and competitor

strategies.

• Academic Research: Journal articles and case studies on marketing strategies

in the tyre industry.

• Digital Platforms: Social media analytics, website traffic, and campaign

performance metrics.
 • News Articles: Updates on Ceat Tyres’ marketing initiatives, product launches,

and collaborations.

5. Sampling Techniques

5.1 Sampling Methodology The study employs a stratified random sampling

technique to ensure representation from different customer groups and regions. The

population is divided into strata based on:

• Vehicle types (two-wheelers, passenger cars, commercial vehicles).

• Geographic location (urban, semi-urban, rural markets).

• Customer demographics (age, income, and profession).

5.2 Sample Size

• Customers: 500 respondents.

• Dealers and Retailers: 50 participants.

• Ceat Employees: 20 participants (marketing and sales teams).

6. Data Analysis Methods

Data analysis involves statistical and interpretative techniques to derive meaningful

insights.

6.1 Quantitative Analysis

 • Descriptive Statistics: Used to analyze survey data (e.g., mean, median,

percentages) to identify customer preferences and satisfaction levels.

• Comparative Analysis: Evaluates Ceat Tyres’ market share and performance

against competitors.

• Trend Analysis: Examines sales data over time to assess the impact of

marketing campaigns.

6.2 Qualitative Analysis

• Thematic Analysis: Used to interpret data from interviews and focus groups,

identifying recurring themes like brand perception and customer expectations.

• Content Analysis: Analyzes promotional content and social media campaigns to

evaluate brand messaging effectiveness.

6.3 Tools and Software

• SPSS/Excel: For quantitative data analysis.

• NVivo: For qualitative data coding and interpretation.

• Google Analytics: To assess digital marketing performance.

• Social Media Tools: For engagement and sentiment analysis.

7. Research Framework
The framework aligns with the 4 Ps of Marketing (Product, Price, Place,

Promotion) and Customer-Centric Models to evaluate the marketing strategy.

Key Parameters:

1. Product Strategy:

o Analysis of Ceat’s product portfolio, innovations, and customer value

propositions.

2. Pricing Strategy:

o Evaluation of pricing models (value-based, competitive, and premium).

3. Place Strategy:

o Assessment of distribution networks and supply chain efficiency.

4. Promotional Strategy:

o Analysis of advertising campaigns, sponsorships, and digital marketing

initiatives.

Customer-Centric Models:

• Customer Satisfaction Index (CSI): Measures how well Ceat Tyres meets

customer expectations.

• Net Promoter Score (NPS): Assesses customer loyalty and likelihood of

recommending Ceat products.

8. Ethical Considerations

The study adheres to ethical research standards:

1. Informed Consent: Participants are informed about the study’s purpose, and

their consent is obtained before participation.

2. Confidentiality: All data collected is anonymized to ensure privacy.

3. Voluntary Participation: Respondents have the right to withdraw from the

study at any point.

4. Transparency: Clear communication of how data will be used.

9. Limitations of the Methodology

• Response Bias: Some respondents may provide socially desirable answers.

• Regional Constraints: Focus on specific geographic areas may limit

generalizability.

• Time Constraints: Limited timeframe may restrict deeper exploration of long-

term strategies.

• Dynamic Market Conditions: Rapid changes in the tyre industry may affect

the relevance of findings.

10. Expected Outcomes

The methodology aims to achieve the following outcomes:

1. Comprehensive understanding of Ceat Tyres’ marketing strategy and its

effectiveness.

2. Insights into customer preferences and satisfaction levels.

3. Identification of areas for improvement in marketing efforts.

4. Strategic recommendations to enhance competitive positioning.

This research methodology provides a robust framework for studying the marketing

strategies of Ceat Tyres, ensuring that the analysis is both detailed and actionable. By

integrating diverse data sources and analytical tools, it captures a holistic view of

how Ceat Tyres engages with its market and adapts to changing industry dynamics
 CHAPTER 4:

DATA ANALYSIS
AND INTERPRETATION
.
 FINDINGS

 is found in survey that 24 % of the respondents are not satisfied with the product

quality.

 It is observed that only 18 % of the respondents are dissatisfied for the after

sales service.

 It is observed from the survey that many of your consumers want to shift over to

MRF (52%), Ceat (10%), TVS (10%), Modi (8%), and 4% to Good year.

 24% and 76% of the respondents are dissatisfied with the re-treading and mileage

performance of J K TYRES.

 It is found in the survey that most of the respondents are getting information

about the JK Tyres products through the Television (34 %) and Newspaper (36%).

 In the survey it came to know that most of the respondents have come to know

about the JK Tyres from more than 5 years, it is clear that the JK tyres company

has been taking steps to give information about its products.

 It is observed through the survey that only 16 % of the respondents are cost

conscious, and 64 % of the respondents are quality conscious they prefer only

because of quality and durability.

 It is found in the survey that 40 % of the respondents switching to this brand

because of re treading and 24% are because of performance.

 While purchasing tyres 42% of the respondents consider quality. 36% of the

respondents consider durability ofcourse price is also major important they don’t

worry about this much more. Aashit Agarwal B.Com (H)II Year 2017-18

 Purchasing of tyres frequently is depends upon the how they use vehicles and the

weight they carry, more than 50% of the respondentspurchase once in a year.

 More than 44 % of the respondents preferred service of the monthly camp for

quick knowledge.

 It is observed in the survey that more than 64% of the respondents satisfied with

the design, and 76% of the respondents satisfied with the out look and style of the

tyres.

 Company is not encouraging credit basis of selling the products.

 Regarding pricing when compared with the other competitors pride of this product,

respondents are happy with the price of the JK tyres because quality and price are

equal.

 More than 58 % of the respondents have accepted this brand only because they

are getting major advantages form this brand.

 LIMITATIONS

LIMITATION In Summer Project this study has some limitations when I joined the

company that time DM was too much busy with his own assignments as it was the

period where market was witnessing a lot dynamic changes like :-

(i) Unusual price increase like 8-10% in last 3 months.

(ii) (ii) All of a sudden under load restriction was imposed by

the Govt. of Bihar e.g. Golden Card (which was a govt.

authorized taken for overload) was withdrawn for transporters.

Under these circumstances or critical situations I face

difficulties which may affect my report directly or indirectly.

RECOMMENDATION AND SUGGESTION

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 MRF, 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 MRF consumers are lack of adequate promotional schemes.

Dealers don't provide adequate information in the support of the MRF 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.
CONCLUSION

After conducting six weeks survey at Bareilly I have reached these conclusion.

 Ceat tyre is the market leader in the LCV&SCV segment followed by Ceat, J.K.,

Birls, Ceat.

 MRF Tyre brand XT-7 and Amar are market leader at Bareilly 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.

 Approx 70% customers have positive and 30% customers have negative attitude in

support of preference of Ceat tyre at Bareilly.

 Customer's awareness level is better at Bareilly area.

 Ceat Tyre 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.

ANALYSIS

• This detailed project has provided a comprehensive analysis of the marketing strategy of

CEAT Tyres, a prominent player in the global tyre industry. Throughout the project, we have

explored various facets of CEAT's approach, from its branding initiatives and product

innovation to its global expansion and focus on sustainability. The strategic roadmap that

CEAT has implemented is designed to ensure its leadership position in the highly competitive

and dynamic tyre market. • One of the most notable aspects of CEAT’s strategy is its

customer-centric approach. By offering customized solutions for diverse markets, particularly

in emerging economies, and creating an integrated after-sales support system, CEAT has

managed to maintain a loyal customer base. The company's focus on digital innovation,

including e-commerce platforms and predictive analytics, has empowered customers to make

more informed decisions, enhancing their overall experience with the brand. • CEAT's

dedication to quality, performance, and safety has helped establish a strong brand identity,

one that resonates with consumers across different demographics and geographies. The use of

celebrity endorsements and its involvement in motorsports sponsorships have further

bolstered its image as a reliable and high performance tyre brand. By associating with well

known events, CEAT has solidified its connection with the aspirations of the target market,

particularly in regions like India. • Another key element of CEAT's success is its ability to

adapt to the global market. Through strategic partnerships, the company has expanded its

reach across regions such as Africa, Southeast Asia, and Latin America. This global

expansion has allowed CEAT to tap into emerging markets where the demand for reliable and
affordable tyres is growing rapidly. At the same time, its presence in developed markets like

Europe and North America strengthens its positioning as a global leader in the tyre industry. •

Sustainability plays a pivotal role in CEAT’s long term vision. The company has embraced

green manufacturing processes and focused on developing eco-friendly tyres and recycling

initiatives. Its commitment to sustainability aligns with growing consumer concerns about the

environmental impact of manufacturing and product disposal. CEAT’s efforts in developing

biodegradable tyres, incorporating renewable resources, and investing in recycled materials

position it as an environmentally responsible brand, which will continue to resonate with an

increasingly eco-conscious customer base. • The future of CEAT Tyres looks promising, as

the company continues to leverage technological advancements such as AI, smart tyres, and

sensor-integrated products. These innovations will ensure that CEAT remains at the forefront

of performance and customer satisfaction. With its robust digital transformation, including

data analytics and AI-powered solutions, CEAT is set to drive further efficiency in its

operations, ensuring that it remains agile and competitive. • In conclusion, CEAT’s ability to

blend traditional values with modern marketing strategies, product diversification, and

commitment to sustainability will enable it to continue to grow and thrive in a rapidly

changing market. As the tyre industry faces challenges related to sustainability, technology,

and customer expectations, CEAT is well-positioned to meet these challenges head on,

ensuring its leadership role for many years to come.

CHAPTER - 5

ANNEXURE
Annexure for CEAT Tyres

1. Company Overview

• Name: CEAT Tyres Limited

• Headquarters: Mumbai, India

• Established: 1958

• Parent Company: RPG Group

• Key Products:

o Passenger Car Tyres

o Two-Wheeler Tyres

o Truck & Bus Radials

o Off-the-Road (OTR) Tyres

o Agricultural Tyres
3. Manufacturing Facilities

CEAT Tyres operates several state-of-the-art manufacturing units located at:

• Nashik, Maharashtra

• Halol, Gujarat

• Ambernath, Maharashtra

• Chennai, Tamil Nadu

Key features of these facilities include advanced robotics, eco-friendly practices, and

stringent quality control processes.

4. Certifications and Achievements

• ISO 9001:2015 for quality management.

• ISO 14001:2015 for environmental management.

• Deming Prize for total quality management (TQM).

• Recognized among the top tyre manufacturers in India by multiple industry

publications.

5. Innovation and R&D

• R&D Centers: CEAT's dedicated research centers focus on developing advanced

tyre technologies for better mileage, safety, and performance.

• Key Innovations:

o Anti-skid treads for two-wheelers.

o Eco-friendly compounds reducing rolling resistance.

o Smart Tyre solutions with in-built sensors for pressure and temperature

monitoring.
6. Market Presence

• Domestic Market: CEAT has an extensive distribution network of over 4500

dealers and 450 exclusive outlets across India.

• Export Market: Products are exported to over 110 countries, including Europe,

North America, and Africa.

7. Sustainability Initiatives

• CEAT's "Green Tyre" initiative focuses on reducing the environmental footprint

through:

o Use of sustainable materials.

o Energy-efficient manufacturing processes.

o Recycling and safe disposal programs.

8. Key Clients

• OEM Partnerships: Maruti Suzuki, Tata Motors, Mahindra & Mahindra, Bajaj

Auto, Hero MotoCorp.

• Fleet Operators: Several logistics and transport companies rely on CEAT for

durable, high-performance tyres.

9. Warranty and Support

• CEAT Tyres offers warranties ranging from 3 to 5 years on most of its

products.

• Customer Support Channels: Toll-free number, website, mobile app for claims,

and service requests.

 CHAPTER - 6

BIBLIOGRAPHY
BIBLIOGRAPHY

The bibliography includes sources of information related to CEAT Tyres, covering

corporate history, product details, manufacturing practices, sustainability initiatives, and

financial performance. This compilation is ideal for research, academic references, or

business documentation.

1. Corporate History and Overview

• CEAT Tyres Official Website:

https://www.ceat.com

o Provides comprehensive information about the company’s history, vision,

mission, and milestones since its establishment in 1958.

o Source for historical data, parent company details, and corporate values.

• RPG Group Official Website:

https://www.rpggroup.com

o Insight into the parent company's role in managing CEAT Tyres and the

conglomerate’s influence on the tyre industry.

• Annual Reports and Corporate Filings:

 o CEAT Tyres Annual Report 2022–2023 (available on the official

website).

o Details on business strategies, financial performance, and future growth

plans.

2. Product Portfolio and Innovations

• CEAT Product Brochures and Catalogs:

Available on the official website under the Products section, covering

specifications for:

o Passenger vehicles, two-wheelers, commercial vehicles, agricultural, and

OTR tyres.

• Technical Papers and Whitepapers:

o Published by CEAT’s R&D team and available in journals like Tyre

Review Magazine and AutoTech Review.

o Focus on innovation, tyre technology advancements, and smart tyre

systems.

3. Manufacturing Facilities and Processes

• Articles in Business Magazines:

 o Economic Times and Forbes India cover CEAT’s manufacturing prowess

and the use of automation in facilities such as Halol and Nashik.

• Industry Reports by SIAM (Society of Indian Automobile Manufacturers):

o Provide insights into tyre production trends and CEAT’s contributions.

• CEAT’s Environmental Impact Reports:

o Sustainability-focused publications highlighting eco-friendly

manufacturing.

4. Market Presence and Performance

• Market Analysis Reports:

o Tyre Industry Report 2023 by CRISIL and ICRA ratings.

o Evaluates CEAT’s market share in domestic and international markets.

• Export Statistics:

o Export Import Data Bank, Ministry of Commerce and Industry, India:

▪ Details on CEAT’s tyre exports to over 110 countries.

• Media Articles:

o Autocar India and CarWale for news on CEAT’s collaborations with

automobile manufacturers like Tata Motors and Mahindra.

5. Sustainability and CSR Initiatives

• Sustainability Reports by CEAT Tyres:

Available under the Sustainability section on the official website.

o Discuss initiatives like Green Tyres and community programs.

• CSR Activities Coverage:

o Articles in CSR Journal and Indian Express about CEAT’s contributions

to education, health, and rural development.

6. Industry Recognition and Certifications

• CEAT’s Deming Prize Documentation:

o Available on Union of Japanese Scientists and Engineers (JUSE)

website.

• Articles in Tyre Times:

o Highlight CEAT’s achievements in total quality management and ISO

certifications.

7. Financial and Statistical Data

 • Stock Market Filings:

o Available on the National Stock Exchange (NSE) and Bombay Stock

Exchange (BSE) websites.

o Information on quarterly results, shareholding patterns, and market

capitalization.

• Industry Databases:

o IBEF (India Brand Equity Foundation):

▪ Sector-wise performance metrics for tyre companies, including

CEAT.

8. Media and Press Coverage

• CEAT Tyres Newsroom:

Accessible on the company’s official website for press releases, new product

launches, and partnerships.

• Coverage in Automotive Magazines:

o Overdrive and Auto Today regularly feature reviews of CEAT Tyres’

products and comparisons with competitors.

9. Corporate History and Organizational Overview

 • Official Company Website

CEAT Tyres Limited: www.ceat.com

o Comprehensive source for CEAT’s mission, vision, legacy, and brand

story since its establishment in 1958.

o Includes information on the company’s milestones, organizational

structure, and its affiliation with the RPG Group.

• Parent Company Details

RPG Group: www.rpggroup.com

o Covers CEAT’s integration into the RPG conglomerate, emphasizing the

group’s diverse business operations.

o Insight into how RPG supports CEAT’s growth and innovation.

• Business Profiles

o Articles in Economic Times and Business Standard often discuss CEAT’s

evolution as a leading tyre manufacturer.

o Example Article: "CEAT’s Journey: A Legacy of Performance and

Innovation," Business Standard, June 2023.

10. Market Presence and Export Operations

• Market Research Reports

 o CRISIL Tyre Industry Analysis 2023 provides in-depth information about

CEAT’s market share and competitive positioning.

o ICRA Reports highlight export trends and key international markets.

• Government Resources

o Export Import Data Bank, Ministry of Commerce, Government of India:

▪ Offers detailed statistics on CEAT’s tyre exports to over 110

countries.

o Example: “India’s Tyre Export Growth 2023,” Government of India Data

Bank, August 2023.

• OEM Partnerships and Fleet Collaborations

o Coverage in Fleet Owner Magazine explores CEAT’s partnerships with

leading automobile manufacturers like Tata Motors and Maruti Suzuki.

o Example Article: "CEAT Tyres: Trusted Partner for Indian OEMs," Fleet

Owner Magazine, April 2023.