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1.History of the Organization &
Objectives
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I NTRODUCTION OF JK TYRE
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Introduction of JK Tyre
JK Organization owes its name to Late Lala Juggilal Singhania, a dynamic personality
with a broad vision, Inspired by the Swadeshi movement of Mahatma Gandhi, and driven
by the zeal to set up an Indian enterprise, Lala Kamlapat Singhania founded JKorganization in the 19th century in India.The process of industrialization and
diversification was worthily and successfully carried on by Lala Kamlapats three
illustrious sons Sir Padampat, Lala Kailashpat and Lala Laksmipat, aided in no small
measure by the late Gopal Krishna son of sir Padampat.
JK Organization has been a forerunner in the economic and social
advancement of India. It always aimed at creating job opportunities for a multitude of
country men and provides high quality of products. It has driven to make India self reliant
by pioneering the production of number of industrial and consumer products, by adopting
latest as well as developing its own know-how. It has also under taken industrial ventures
in several other countries. JK Organization is an association of industrial and commercial
companies and charitable trust. Its member companies, employing nearly 50000 persons
are engaged in the manufacture of variety of products and in diverse fields of commerce.
Trust are devoted to promoting industrial, technical and medical researches, education,
religious values and providing better living and recreational facility. With the spirit of
social consciousness uppermost in mind, JK organization is committed to cause the
human advancement.
Background and inception of the company
1933 First in India to manufacture calico prints- {Juggilal Kamlapat cottons spinning
and weaving mills company, Kanpur}.
1940 First in India to manufacture steel bailing Hoops for jute and cotton and to make
the country self sufficient by meeting the entire demand- J.K Iron and Steel Co.
Ltd.,Kanpur.
1944 First in India to produce Aluminum Virgin Metal for Indian Bauxite- Aluminum
Corporation of India Ltd., Jaykayanagar.
1949 First in India to manufacture Engineering files- J.K. Engineers files Bombay.
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1959 First in India to set up a continuous process Rayon plant.
1960 First in India to set up a Hydraulically operated Cane Crushing Mill for Kandsari
Sugar Plant and completed 100 ton plant.
1961 First in world to set up a plant for production of Hydrosulphite of soda bySodium Amalagam process- J.K. Chemicals Ltd., Bombay.
1962 First in India to produce Nylon-6 with its own polymerized raw material-
JK.Synthetics Ltd., Kota.
1965 First to produce sodium Sulphoxylate Formaldehyde [Rangolite C of Formosul]
in India- J.K. Chemicals Ltd., Bombay.
1968 First to manufacture TV sets in India- J.K. Electronics, Kanpur.
1976 First in India to produce steel belted Radial tyres for passenger car, trucks and
buses- J.K. Tyre plant, Kankroli.
1980 First in the world to make steel belted radial tyres for 3 wheelers.
1984 First in India to produce white cement through dry process.
1985 First in India to produce cathonic Dye able Polyester Fiber.
1989 First in India to produce magnetic tapes with cobalt technology.
1991 Banmore tyre plant {BTP} set up with the capacity of 5.7 lacks tyres per annum.
1992. R&D centre setup at HASTERI
1994 Indias first T-rated tyre launched Banmore Tyre Plant {BTP} Crossed 100 TPD.
1995 Mercedes Benz launched on JK STEEL RADIALS first tyre manufacturer in the
world to get ISO 9001.
1996. Indias first dual contact high tractions steel radial- aqua sonic launched
{Introduce steel wheels}.
1998 First tyre manufacturer in the world to get QS 9000. Awarded CAPEXILS
highest export award for 1997-98.
1999. Synergy with VTL in procurement, marketing and production flexibility
Completion of states of the art modernizations of truck radials.
Synergy with VTL in procurement, marketing and production flexibility.
J.K. Tyres ranked 16th largest tyre company in the world.
ISO- 14001 accreditation for environment and safety.
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2000 J.K. introduced national Go- carting championships.
2001 J.K. industries received FOCUS LAC EXPORT award for the year 1999-2000.
Commendation certification of CII ND National exam. Go- carting
championships held.
JK Tyres Plants
Mysore plant- 1 {VTP} - Karnataka
Mysore plant- 2 {VTP Radial} - Karnataka
Kankroli - Rajasthan
Banmore - Madhya Pradesh
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Company Profile
J K GROUP DIVERSIFICATION
JK PAPER LTD.
JK Paper Limited is one of the leading manufacturers of
reading and writing paper.
JK LAKSHMI CEMENT LTD.
JK Lakshmi Cement Limited is a well respected name in
the cement industry in India.
FENNER (I) LTD.
Fenner (I) Limited is a leading manufacturer of Industrial
and Automotive Belts, Oil Seals, Power Transmission
Accessories and Textile Yarn.
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UMANG DAIRIES LTD.
The Creme de la creme of dairy foods.
JK AGRI-GENETICS LTD.
At JK Agri-genetics limited, concentrates on
Research and Development, production, processing
and marketing of hybrid seeds.
JK SUGAR LTD.
The company's principle activity is to
manufacture Sugar. However,the company currently
operates in two segments. Power and Sugar.
JK RISK MANAGERS AND INSURANCE BROKERS
LTD.Services rendered to various clients for all facets
of Insurance both life & non-life.
CLINIRX RESEARCH PRIVATE LTD.
Full Service Contract Research Organization (CRO).
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2. Organizational Structure
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Structure
The Structure of the company is shown in the next page.
JK Industries limited formerly being public sector unit, is a democratic and well
organized structure in itself. The lower level and functional level managers are consultedand consultations are analyzed before the top management takes any decisions.
Task to be performed are assigned to separate functional heads.
JK Industries limited adopted the BPR (Business process re engineering) concepts, its
objectives.
Radically improve the process and make changes in the way business is done.
Integrate and align all business processes and sub processes.
Reduction of cycle time a reducing cost for all business transactions.
To reduce Bureaucracy and excess fat.
JK Industries (VIP) Board of Directors:
Chairman: Hari Shankar Singhania
Vice Chairman & Managing Direction: Raghupathi Singhania
Directors: Arvind Narottam Lalbhai
Arvind Singh Mewar
Bhakul Jain
I.M. Vittala Murthy
LIC Nominee: Om Prakash Khaitan
IDBI Nominee: Dr. Vinayashil Gautam
Managing Director: Bharat Hari Singhania
Dy. Managing Director: Vikrampati Singhania
WholeTime Director: Swaroop Chand Sethi
Auditors: Lodha & Co., Chartered Accounts
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Organizational structure
Mr. Arun Kumar Bajoria
President & Director
Mr. A K. Kinra
Finance Director
Mr. V. K. Misra
Technical Director
Mr. A S. Mehta
Marketing Director
Mr. Swaranjit Singh
Materials Director
Mr. Sanjiv Saxena
VPCorporate Accounts
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3. Personnel
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Human Resources Department :
Objectives:
To establish the training needs and impart training to support organizational objectives of
enhancing knowledge skill and effective utilization of human resources.Functions:
A JK industry is a production oriented company has a majority of work force that the
technically oriented and also management executives.
Training becomes a part and parcel of inputs given by the company to its employees.
Training records helps to measure the effectiveness of sending various people on
training and those who really need help It has been rightly said if you plan fora year,
plant a corn, if you plan for a decade, plant a tree, but if you plant for a century, plant aman. This is the philosophy, which guides the people policies atJK Tyres.
Work Culture:
JK Tyres provides enabling work culture with a clear sense of vision; mission and
strategies in which people work with clear goals and there by achieve more. Goals are
set, performance are reviewed transparently, starting with self assessment. Merit is
recognized through proportionate reward and growth opportunities.
TRAINING
TRAINING AT JK TYRES LTD.
ON THE JOB TRAINING OFF THE JOB TRAINING
Job Rotation
Coaching Lecture
Job Instructions
Step-by Step Training Discussion
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4. Productions & operations
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Work Flow Model
BU 1
1) Compound at Banbury:
Compound is the process of mixing the necessary raw materials with selected elastomerin the banbury. Banbury is an internal mixer, which consists of a completely enclosed
mixing chamber with two spiral shaped rotors. There is a hoper to feed the ingredients
and a door to discharge the mix. The rubber ingredients like chemicals are weighted as
mentioned in specification file and feed into hoper. Then the mixing process takes place.
Required mixing time is fixed to get better quality mixing.
2) Extruder:
The main function of an extruder is to produce tread and side wall, bead, apex. Extrusion
is a process of forcing the mixed compound by means of screw, which rotates inside the
barrel. There are two types of extruder: a) Screw extruder, b) Ram extruder.
3) Zell Plant : Dipping
The dipping process takes places in a zeal plant. Here rayon, nylon. Polyesters are dipped
in a solution containing normally a latex based resorcinol formaldehyde to improve
adhesive properties. Then the fabric is dried at a temperature of about 280-300F for 150-
180 sec, the fabric is stretches to about 0-15%.
4) Calendaring:
Calendaring is a machine, which consists of three or four rolls held in a frame work used
to produce the rubber sheets of required strength and length. To get a better quality
calendared fabric with uniform gauges, viscosity is important in the same way, hot
temperature of about 110-137mm.
BU2
5) Bias Cutter:It is a machine used to make plys or to the rubber coated fabrics at required width and
angle, which are used in the production of tyres. Bias angle is the angle of cords in tyres
with respect to the central line. Based on the ideal cured angle, required for particular
type size and pattern, bias angle is calculated for the particular drum.
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6) Pocket Making:
It is a process of making the pocket from the angle cutter fabrics. In pocket making
section, three types of pockets are constructed. The plys used for the first and second
pocket are known ad inner ply and those used for third pocket are known as outer ply.7) Bead Assembly: Bead wire High tensile copper coated Steelwire coated with
compound wound on a former , fillered and flipped.
8) Tyre Assembly:All individual components of tyre Viz Beads , Pockets, Tread and
Sidewall are assembled on a Building drum and the finished product is called as Green
Tyre.
BU 3
9) Bladder:
Butyl rubber compound is used for making the bladder. As first, butyl rubber is mixed
with specified chemicals properly and then it enters the extruder section by the use of the
extruder, a specific length and width of slug is extruded. Then the ends of the slugs are
cut into the specified angle for proper joining.
8) Tyre Moulding:Before moulding operations, the green tyre has to be made ready for
painting with inner lubricants inside tyre for easy release from the bladder and the side
walls are to be coated with blemish paints.
9) Tyre Curing:
It is a process of cross linking the rubber compounds through heat and pressure. For the
pressure of curing tyres presses are used. These pressed are pre warmed before loading of
green tyre is done in the top ring raise condition with vacuum.
10) Tyre Finishing and Inspection:
After curing, the tyres obtained by trimming of the extensions on the tyres surfaces are
checked for defects. Thus the process of removing excess materials from the tyre after
curing is called finishing. The finishing process is done either by buffing or trimming
method. All the tyres then are inspected and separated.
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BU 5:
Finished Goods Storage and dispatch : Storing of Okay tyres and arranging logistics to
various depots / STUs / OEMs as per the marketing requirements.
Future growth and prospectus:
To be the No.1 tyre company in India.
To be the largest tyre export company in India.
To be a customer obsessed company.
High quality of products.
Profit Maximization.
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5. Marketing
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Marketing Networks
Head office at Mysore connected with various regional offices, districts offices,
branch offices and carrying and forwarding agents throughout the country.
Common marketing organization (CMO) manages the marketing of Nylon bias tyres
JK industries the head of CMO is at Delhi.
The marketing of all steel truck radials Tyre is managed by the Truck Radial Groups
(TRG) head office at TRG in Bangalore.
3) Exports Department
JK industries are exported to over 68 countries. Major countries include United States of
America, Australia, Nether land, United Kingdom, Newzeland, Hong Kong, Africa, most
of Middle East countries and Asian Countries.4) Main problems in Exports:
The exporter is fully geared up to meet the expectations of the customer there is no
authority or control for lot of other aspect with are behind the control some of problems
are common to the exporter.
Availability of container ships.
Date of departure of ships.
Delay by the concerned people of the inspection agencies.
Port strike and other disturbance.
Customs authority.Roles and responsibilities:
Sales and marketing overseas.
Customer interaction.
Sales planning, forecast and targeting.
Interaction with HO and other parties.
Regular monitoring with production department.
Monitor CHA (customer house).
Coordinate with exporting for smooth work flow.
Timely dispatch to insure schedule shipping of Tyres to customers.
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Functions
1. Finance for there banking transaction.
2. Purchase of advance licenses DEPB (Duty Entitlement pass book benefits).
3. Production for meeting the customers requirements.4. CHA for interaction with customs.
5. Export inspection agencies for inspection of the cargo (Export).
6. Shipping companies like Maresk, APL (American President Lines) for
documents after the cargo is shipped.
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6. Vision & Mission of the
Organisation
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Vision:
TO BE AMONGEST THE MOST ADMIRED COMPANIES IN INDIA COMMITED
TO EXCELLENCE
Mission:
To be a customer obsessed company.
To be the largest and most profitable tyre company in India.
To retain No 1 position in truck and bus segment and to be amongst top 2 in all other 4
wheeler tyres.
To make truck/bus radial operations profitable and retain leadership in the passenger
radial market.
To enhance value to shareholders and service to all stake holders.
To excel as a value driven organization.
To be the most preferred tyre brand in India.
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7. SWOT
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Swot Analysis
SWOT analysis stands for strengths, weakness, opportunities, and threats. It is a tool for
auditing and organization and its environment. It is the first stage of planning and helps
marketers to focus on key issues. Strengths and Weakness are internal factors.Opportunities and Threats are external factors.
Strengths
JK Tyre is the only company which has adopted TPM {Total production
maintenance}.
First truck/bus steel radial plant in India.
Over rise decades of experience in tyre manufacturing.
It is self sufficient in tyre production.
In Bangladesh it has no, position in market share.
Absorption of international technology to suit Indian conditions.
Well-knit distribution network.
Exports to more then 68 countries in the world.
It has 21% market share in India.
Tyre is easily available and serviced even in remotest parts of the country.
Weakness
Media of advertisement is insufficient.
Target will be fixed by the head office.
It doesnt manufacture two wheeler tyres.
There is no pricing strategy adopted by JK Tyres, Vikrant plant, Mysore.
The company is incurring more cost compare to other tyre manufacturer.
Welfare of the labour is not taken into consideration.
Low productivity of labour, in comparison to world standards. High cost of raw materials in comparison with the goal standards, smaller size of
plant and hence less economic units.
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Opportunities
It is easy to become No.1 Tyre Company in India.
Robust economic growth, particularly vehicle production growth resulting in
healthy demand growth for tyres in the future. Excellent brand equity of Indian cross ply/bias truck tyres in the world market.
Export culture inculcated enabling participation of small car is expected to give a
thrust of auto component and tyre segment.
Improved road infrastructure especially on the golden quadrilateral and north-
south-east-west national highway project will result in significant increase in
movement of goods and passenger traffic through roads with resulting growth in
demand for in tyres.
The company has the knowledge of entire tyre industry and businesses conditions
prevailing in the market. So it can easily start two wheeler tyre productions.
Threats
Faster pace of opening up of the economy will increase import of tyres.
Gradual increasing in natural rubber price.
Reduction in important duties will lead to high volume of tyre imports.
Confessional import tariffs for countries like china and South Korea under
regional trade agreement will lead to additional imports.
Competition posed by the national and international market.
Too much intervention by the head office.
It has to adopt modern technology to reduce the cost of production.
Government policies about the tyre industry.
Multinationals with financial muscle setting up of manufacturing facilities in the
country.
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8. Discussion with Management.
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Suggestions:In this competitive world it is very much important to have experience of working in anorganization and only class room teaching is not enough. Doing this project lot of
learning has occurred. Learning of practical applications of theoretical knowledge by
exposing to company has occurred. The learning experience is enlisted below.
1. The company is managing good industrial relations wherein good relation betweenworkers and the superior managers.
2. The company is well managed with timely business strategies.
3. Based on ratio analysis the financial soundness of the company is measured.
The following suggestions are comes out in the discussion with management of the
company
. I have studied the organization of the company, the strategy adapted by the
company, the organization hierarchy and the way it works. The company gets the products of other competitors such as Bridgestone tyre to
their testing labs and makes comparison with their product and adopts thetechnology of their competitors and attempts to give better product than their
competitors. The company has adopted The participative leadership style so it encourages to
its workers to show more interest in managerial activities. In production department, the process of the production is divided into different
shops. It has safety measures at the work place. It has used advanced technologylike automated machine in order to minimize cost of production. They produce
quality product. Main strategic intention of the department is recycling the
wastage. If any wastage comes after the recycling it is send to other company formaking the rubber better.
During the adoption of new technology, management provides more trainingskills to the workers for the efficient work and the work position.
In order to motivate the employees, the company follows an internal recruitmentprocess through promotions. If there is any vacant job the company first searches
within the organization and if right employee is not available internally then it
goes for external recruitment.
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CHAPTER-I
INTRODUCTION
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Introduction:
J K Industries is a mega corporate entity that is emblematic of excellence, diversification
and pioneering new technologies. A part of JK organisation which ranks among the top
private groups in india, JK industries is committed to self reliance and follows an ethicthat views customer satisfaction as an index of achievement.
Over the years, the company has expanded and diversified its business portfolio. It
has developed into a multi product, multi location corporate entity comprising of
following business division.
Market is a group of buyers and sellers interested in negotiating the terms of
purchase/ sale of goods or services.
--Philip Kotler
Marketing is the set of human activities directed at facilitating and consummating
exchange. The essence of marketing is exchange of products and the transactions is to
satisfy human needs & wants. All business activities facilitating the exchange are
included in marketing.
--Philip Kotler
The product is a bundle of all kinds of satisfaction of both a material and non-
material kinds, ranging from economic utilities to satisfaction of a social psychological
nature.
Product mix is the entire range of products of a company for sale product mix
need not consists of related products.
Product mix of a company has three main characteristics: -
1) Width 2) Depth 3) Consistency
Width: -Width of a product mix depends upon the number of product groups of product
line found within the company.
Depth: - Depth depends upon the number of product items within each product line.Consistency: -Consistency of the product mix refers to the question whether or not the
products have production affinity, marketing affinity or research affinity.
Brand is a name, term, symbol, design or combination of them which is intended to
identify the goods or services of one seller or group of sellers and to differentiate them
from those of competitors.
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Packing may be defined as the general group of activities in the planning
of a product. These activities concentrate on formulating a design of a package and
producing an appropriate and attractive container or wrapper for a product. The container
itself act as a forceful though silent and colorful salesman at the point of purchase.Warranty is an obligation of the producer and seller to stand behind the
product and assure the buyer that he will derive certain services and satisfactions from the
product.
All manufactures and dealers and appliances must offer a very efficient after sales
services, i.e., free services during the guarantee period and thereafter at low charges. It
covers repairs, spare parts and maintenance.
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CHAPTER-II
RESEARCH DESIGN
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Introduction:
Research methods are all those methods/techniques that are used for conducting to the
researchers use in performing research. Here more emphasis is made on collection of the
data directly through the customers with directly interacting with them.
2.1 TITLE OF THE PROJECT STUDY
Title of the Project Study is A STUDY ON PRODUCT MIX STRATEGIES OF JK
TYRES.
2.2 ABOUT THE TOPIC
Before knowing in deep about product and product mix it is important to know the
marketand marketing.
MARKET
The American Marketing Association defines a Marketas the aggregate demand of the
potential buyers for a product.
An area for potential exchange thus a market is a group of buyers and sellers
interested in negotiating the terms of purchase of goods or services.
--Philip Kotler
TYPES OF MARKETING
On The Basis of Selling Area
On The Basis of Article of Trade
On The Basis of Nature of Exchange Dealings
On The Basis of Nature of Goods Sold
On The Basis of Period
KINDS OF GOODS: -
Convenience Goods
Shopping Goods
Speciality Goods
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MARKETING:
The American Marketing Association defines Marketing as the performance of
business activities that directs the flow of goods and services from producer to consumer
or user.The set of human activities directed at facilitating and consummating exchange.
The essence of Marketing is exchange of products and the transaction is to satisfy human
needs and wants. All business activities facilitating the exchange are included in
marketing.
--Philip Kotler
Marketing Mix Or 4 Ps Of Marketing: -
Marketing mix is the set of controllable variable that a firm can use to influence the
buyers response within a given marketing environment. It has four elements of 4 Ps.
PRODUCT
PRICE
PROMOTION
PLACE
PRODUCT: - A product is an idea, service or tangible good that a customer can acquire
through a monetary transaction or an exchange. Not only tangible goods are considered
as products; intangible like services and ideas are also included.
A Product then is the potential satisfied of a consumers want or need.
But a product is not just the essential item; it is made up of a number of components that
contribute to its ability to satisfy needs and wants. Components that are included in a
product are its package or the availability of maintenance service. The total product is the
sum of all physical and psychological features that aid in satisfying a customers needs
and wants. The success of a product is judged by how well it satisfies those needs and
how well it sells.
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PRICE: - The price is the amount that is paid to purchase a product. It is also the means
through which the company recovers its costs and makes a profit. Pricing is the
marketing variable that offers the most flexibility. Price dictates what the company
selling the product will receive in return for its efforts.Price defines the value of product or service to the customer. How much the
customer is willing to give in order to have a particular product indicates how much the
item is worth to the customer. The price is where the value of a product to the customer
and the companys compensation for producing the product intersect.
Marketers should establish prices that will expand the sales of highly profitable
item and contract sales of relatively unprofitable products within the same time.
PROMOTION: -Promotion is the sharing of information, concepts and meanings by the
source and it receives about product and services and the organisation that sells them.
There are 4 basic forms of marketing communication: -
Advertising
Sales Promotion
Publicity
Personal Selling
PLACE:- Place or physical distribution is another element in the marketing mix, which
is considered with getting the product physically from the manufacturer to the place
where consumer can buy it.
The members of the distribution channel are the people and business
involving the product from the point of production to the point of consumption. These
members of the distribution channel are sometimes referred as Marketing
Intermediaries.
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Physical distribution is concerned with the movement and storage activities required for
making the firms product available to customer. The physical distribution managers
goal is to provide at the lowest possible cost, the rights, the product to the right customer
at the right time in the right quality at the right location in the right condition. Businesslogistics is the flow of materials from procurement of raw materials to manufacturing to
the consumers.
What is a Product?
The product is a bundle of all kinds of satisfaction of both a material and non-
material kinds, ranging from economic utilities to satisfaction of a social psychological
nature.
A product supplies two kinds of utility:
Economic utility
Supplementary utility
The product may be a good, a service, a good plus service, or just an idea. A
product is all things offered to a market. Those things include physical object, design,
package, label, price, services, supportive literature, amenities and satisfaction not only
from physical product and services offered but also from ideas, personalities and
organizations.
In short, a product is the sum of physical, economic, social and psychological benefits.
Marketers must define their market in terms of product functions what the customer
expects from the product.
Product Mix:
It is the entire range of products of a company for sale. Product mix need not consists of
related products. For example the product mix of JK TYREincludes a diverse range of
products such as Tyres, Tubes, Flaps.
The product mix of a company has three main characteristics:WIDTH
DEPTH
COSISTENCY
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Width of a product mix depends upon the number of product groups of product lines
found within the company.
Depthdepends upon the number of product items within each product line.
Consistency of the product mix refers to the question whether or not the products have
production affinity, marketing affinity or research affinity.
Branding: -
What is Branding?
American Marketing Association defines as- The word BRAND is a
comprehensive term. A brand is a name, term, symbol or design, or a combination of
them, which is intended to identify the goods or services of one seller or group of sellers
and to differentiate them from those of competitors. A brand identifies the product for a
buyer and gives seller a chance to earn goodwill and repeated patronage.
Importance of Branding:
The marketer can build up a bridge of his organization around the brand.
Branding enables the firm assured control over the market.
Branding by differentiating a product from the rivals enables the brand owner to
establish his own price which can not be easily compared with the price for
competing goods.
Reasons for Branding:
Ever-increasing competition.
Importance of packaging as a distinct marketing function.
Need for Advertising and Publicity.
Development of consumer brand.
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Essentials of Good Brand:
A Brand should suggest something about product benefits, its uses, quality,
product nature, purpose, performance or action.
The name should be short, simple, easy to pronounce to spell and remember, easyto identify and explain. It should be easy to advertise.
It should be capable of being registered and protected legally under the
legislation.
It should have a stable life and be unaffected by time. It should not depend upon
fashions and styles as they have a short life.
It should create pleasant associations.
It should not be used as a general or common name for all products.
It should be unique, attractive and distinctive.
TYPES OF BRANDS:
Individual Brand Name
Family Brand Name
Umbrella Brand
Combination Device
Private Or Middlemans Brand
Individual Brand Name:- Each product has a special and unique brand name, such as
JK Tyre, J K sugar, J K Internationals, Surf, etc., the manufacturer has to promote each
individual brand in the market separately. This creates a practical difficulty in promotion.
Otherwise it is the best marketing strategy.
Family Brand Name:- Family name is limited to one line of a product, i.e., products that
complete the sales cycles, e.g., J K TYRES for tyres, Amul for milk products, Ponds for
cosmetics, etc., family. Brand name can help combined advertising and sales promotion.
Umbrella Brand Name:- We may have for all products the name of the company or the
manufacturer. All products such as soaps, chemicals, textiles, engineering goods etc.,
manufactured by the Tata concerns will have the TATAs as one umbrella brand, such a
device will also obtain low promotion cost and minimize marketing efforts.
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Combination Device:- TATA house is using a combination device, each product has an
individual name but it also has the umbrella brand to indicate the business house
producing the product, e.g., Tatas Taj. Under this method, side by side with the product
image, we have the image of the organisation also. Many companies use this deviceprofitably.
Private Middlemans Brand:- Manufacturers or distributors such as wholesalers, large
retailers, can do branding. This practice is popular in the woolen, hosiery, ports goods,
and such other industries. Big manufacturers also use it.
Benefits of Branding: -
As long as branding is considered desirable and as long as we do not have
overflow of branded goods, consumers in India may have the following benefits of
branding: -
Right kind of brand advertising and personal selling provide ample information to
the consumer about the branded products.
Branded goods have uniform and standardized quality and holder of the registered
brand is personally responsible to maintain the quality.
Rapid sales turnover assures fresher products due to frequent replacement of stock
with the retailer.
There is considerable saving in time in the selection of goods and also in the
making up of orders.
PACKAGING:-
Packing may be defined as the general group of activity in the planning of a product.
These activities concentrate on formulating a design of the package and producing an
appropriate and attractive container or wrapper for a product. The container itself can act
as a forceful though silent and colorful salesman at the point of purchase or an effective
medium of advertisement encouraging impulse buying. Many a time, package design
itself can act as a registered brand. Almost every article has to be packaged to make a trip
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to the ultimate consumer.But packing is merely a physical action and provides a handling
convenience.
Packaging criteria:
The entities that influence package development are broadly classified into thefollowing criteria groups.
1. Appearance
2. Protection
3. Function
4. Cost
5. Disposability
1. Appearance:-The appearance of a package is very important from many angles. With
the growing super-bazaars and cash transactions in marketing activities, appearance is
gaining momentum appearance helps to:
Identify the product throughout the distribution channel;
Carry instructions for use and disposal;
Carry information about the product and satisfy legal requirements;
Exhibit brand name producers name;
Act as an important sales aid.
2. Protection:- Protection to the product is very important and the type of protection
required depends upon the following factors: -
Name of the product;
Distribution system adopted for the product;
The total time required to protect;
Package system.
Protection is normally required from environment and physical hazards. The unit package
should provide protection from physio-chemical and biological hazards. The bulk
package is expected to protect the contents against rough handling, storage and
transportation.
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3. Functions of Packaging:
Protection
Dependability
Storage cost of filled packages Distribution and insurance cost
4. Cost due to package/ spoilage/product lose
Effect of the package on sales.
5. Disposability:- In developing countries the packaging industry has been fully
criticized on the grounds of environmental pollution. The disposal of packaging materials
after use assumes a greater importance. This was considered to be a very minor problem.
The disposability of the package material after use had different forms, totally
eliminating the material or converting at the end of its useful life as a package. However
three methods are followed to dispose the package material after use.
Recycling, Using it as non-package appliance, Total elimination.
Package design:
A well-designed and attractive package is an ever-present shelf sales man for the
retailer. The package design itself can act as a brand. A good package is:
Economical (to manufacturer, to store)
Functional (in transit, in store, at home)
Communicative (of brand, of products, of performance, of usage)
Attractive (in color, in design, in graphic impact)
At present packaging must also solve the problem of pollution by reducing waste and by
conserving scare resources.
LABELLING:-Label is a part of a product. It gives verbal information about the product
and the seller. The purpose of labeling, like the purpose of branding is to give the
customer information about the product he is buying and what it will and will not do from
him. A label is also a part of a package or it may be attached directly to the product.
There is a very close relationship between labeling and packaging as well as labeling and
branding or grading.
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Brand label mentions the brand name of mark. Grade label identifies the quality by a
letter, number or word. Descriptive and informative labels are similar; they give helpful
information on the following:
Brand name, name and address of producer, weight measure count. Ingredients bypercentages, where possible, directions for the proper use of the product, cautionary
measures concerning the product and its use, special care of the product, if necessary
recipes of food products, nutritional guidelines, Date of packing and date of Expiry,
Retail price, and unit price for comparison.
2.3 Objectives of the Study: -
Considering the importance of the study, the following main objectives have been drawn
out.
To study and understand the profile of JK TYRES and various activities in the
company.
The study made with special reference to PRODUCT MIX.
To know the reaction of the consumers towards the Brand.
To offer suggestions for major findings.
2.4 Scope of the Study: -
Scope of the study extends to discover dealers reaction to the products performance and
physical characteristics, of J K TYRES.
Perform various marketing activities, how the product is perceived as compared
to its competitors performance with respect to quality, advertising and company good
will.
2.5 Methodology Adopted: -The chief criteria for the validity of any research study lies in the methodology an esquire
would prove a failure if it were not done along certain methodical lines.
Primary Data: -
Primary data was collected through structured questionnaires, which were given
to variety of respondents and personal discussion.
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Secondary Data: -
Secondary data was collected through company manuals, study materials and
survey reports.
Sampling: -Random sampling: - It is based on theory of probability. It provides known zero
change for selection of each population element. Under this sampling design every item
of the universe has an equal chance of inclusion in the sample. It is so to say a lottery
method in which individual units are picked up from the whole group, not deliberately
but by some mechanical process.
Sample Unit:
In this study the respondents are from Gwalior City.
Sample Size:
Sample size has taken 50 respondents.
2.6 Limitations of the Study: -
Any study of this kind will have its own limitations
Due to the information and time constraint, it was not possible to go in detail to the study
of PRODUCT MIX STRATAGIES OF JK TYRES .
The study is made in one place at one dealers show room.
It is restricted to certain area and to limited time.
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CHAPTER-III
FINDINGS OF JK TYRES
PRODUCTS MIX
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Findings of JK Tyres Products Mix
The product is the most tangible and important single component of the marketing
program. The product policy and strategy is the cornerstone of a marketing mix. Without
a product there is nothing to distribute, nothing to promote, nothing to price. If theproduct fails to satisfy consumer demand, no additional cost on any of the other
ingredients of the marketing mix will improve the product performance in the market
place.
J K Tyres offers following types of product for sale:
Tyres
Tubes
Flaps
It is manufacturing different lines of products like Truck tyres, Light Commercial
Vehicle tyres (LCV), for jeep, passenger car, tractors etc.,
3.1 Models of tyres
According to the needs and requirements of the consumers company is releasing to the
market: Black color tyres and the following models of tyres.
BIAS-TRUCK: -
JET-TRAK
JET-TRAK 39
HIGHRIP
SAND CUM HIGHWAY
BIAS-TRUCK/BUS: -
JETKING
JET RIB
NULLIFY HI-WAY KIND
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RADIAL-TRUCK: -
JET STEEL-NSSTEELKING-NS
RADIAL-CAR: -
RALLY
TORNADO
AQUASONIC
ULTIMA
ULTIMA XS
Because of some marketing problems and competition in the market the company
follows the policy of product consistency. So all the products or all the products offered
by the company is related to each other but not unrelated.
While introducing the new product to the market the company will take into
consideration the following factors:
Cost involved in the introduction of a new product to the market.
Demand for the product in the market
Competitive situation in the market for the product.
However, it is difficult for the company to explain the customers about the
suitability of its application.
3.2 Diversification Policy of J K Tyres
Company is concentrating its attention on product diversification rather than
simplification. The main reasons for diversification of product lines are as follows:
Technology developments have contributed to the diversification of product lines
Company is interested in widening its product line because it feels that it could
avoid the risks involved in a narrow product line
Company also prefers diversification of products to minimize the risks arising out
of changes in consumers tastes
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It is also concentrating on diversification of products with the intention of utilizing ideal
plant capacity fully, man power and financial resources.
Further company also feels that through diversification it can go for better market reach,
and can get huge popularity and customer belief for the products.It feels that it can acquire more market share through diversification
Company also feels that if it goes for product diversification, it can create demand for
new product on the reputation of existing products.
Companys product is meant for following types of customers:
Heavy Truck: - Commercial goods operators
Light Truck: - Light goods operators, passenger bus operators
Light Commercial Vehicles: - Passenger operators, passenger car owners, Farmers
(tractor owners)
3.3 Factors Influencing Product Mix Policy of the Company
Application of its product for its suitability
Economy in introducing various types of products.
Cost factor involved.
By product mix company is able to utilize the available marketing capacity fully.
However, company is not able to reduce the advertising and distribution cost by
adopting product mix. But it is possible for the company to add new product to its
existing line of product. Even the government policies do not affect the product
mix policy mix policy of the organization.
Product Modification in J K Tyres
Company believes that if it is offering same type of product to the market continuously
without any modification, it is difficult to attract the existing and prospective customers.
Therefore, it modifies the model of tyres and other related products as and when it is
required and felt by the customers while conducting consumer survey and by observing
the behavior of the customers towards the product.
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Profitability of the Organization by Product Mix:
No doubt, companys profitability has increased because of product and product line
expansion. However, how much profit has increased depends upon the capacity of the
product. Company is getting major share of its profit by offering for sale Jet Riband JetTrack.
It should be noted that company is not incurring loss from any of its product or
product line. It is because company is having its own QS standards. It will not allow the
continuation of production of the product until it reaches elimination or deletion stage.
Company expects the following from the Distributors:
Quick payment.
Better understanding.
Having good knowledge about the product.
In addition to selling tyres through distributors to the market company is also
selling products to the consumers if they buy in huge quantities provided if they are a bus
or truck operators.
Through a particular channel is followed by the company. It is not fixed;
according to the change in circumstances it can also change the channel.
Company has undertaken so many promotional activities like giving
advertisements in T.Vs and magazines. It provides Credit facilities, price concessions,
guarantee, warrantee, after sales services, gifts etc.
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CHAPTER-IV
ANALYSIS AND
INTERPRETATION OF DATA
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Analysis and Interpretation of Data
The data collected through the questionnaires is called as the primary data. The primary
data collected from 50 respondents through random sampling.
Percentages, bar diagrams, histogram, pie charts etc., are used for analysis of data.The analysis is explained as follows: -
4.1 Sources through which respondents became aware
Table No.4.1
SI. NO: Options No. of
Respondents
%
1 T V 17 34
2 News paper/magazines 18 36
3 Friends 8 16
4 Others 7 14
Total 50 100
Source: primary data
Interpretation:-
It can be observed from the above table that 34% of the respondents are become aware of
the J K TYRE product through T V, 18 % from News paper and magazines, and 8% and
7 % have aware through Friends and others.
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Fig. 4.1 showing sources through which they became aware.
4.2 Analysis of from how many years they known about this brand.
Table No.-4.2
Source: primary data
SI. NO: OPTIONS No. of respondents %
1 Less than 2 years 9 18
2 2 to 5 years 14 28
3 More than 5 years 27 54
Total 50 100
1718
87
0
2
4
6
8
10
12
14
16
18
20
1No. of respondents
Sources through which they became aware
TV
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Fig. 4.2 showing in years known about this product
Interpretation:
From the above table it is clear that 54% of the customers have known about the JK
Tyres Brand from more than 5 years, 25% of the customers have known from 2 to 5 years
and remaining are known from less than 2 years.
4.3 Usage of this brand in years.
Table No.4.3
SI. NO OPTIONS No. of respondents %
1 Less than 3 years 11 22
2 3 to 5 years 18 36
3 More than 5 years 21 44
TOTAL 50 100
Source: primary data
914
27
0
5
10
15
20
25
30
Lessthan 2Years
2 to 5 Years Morethan 5Years
From how many years using this product
Series1
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Fig.4.3 showing usage of this brand in years.Interpretation:
From the above table it is known that more than 44% of the customers have been using
this brand from more than 5 years and 36 %, 22% of the customers are using from less
than 3 years.
4.4 Analysis of preference of customers towards this product.
Table No.6.4
SI. NO: No of respondents %
1 Quality 32 64
2 Price 8 16
3 Durability 10 20
TOTAL 50 100
Fig. 4.4. Showing thepreference of customer towards JK tyres
11
18
21
USAGE IN YEARS
Lessthan 3 Years
3 to 5 years
5 & above
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Source: primary data
Interpretation:
From the above diagram it is clear that more than (64%) the respondents prefer the this
brand because of quality, 16 % only because of price and remaining 20% of the
respondents prefer because of durability.
4.5.Analysis of basis on which they purchase.
Table-4.5
SI NO: No. of respondents %
1 Cash 34 68
2 Credit 5 10
3 Half cash & Credit 11 22
TOTAL 50 100
64%
16%
20%
Preference of the customer
Quality
Price
Durabilty
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Source: primary data
Fig. 4.5 showing basis on which they purchase.
Interpretation:
From the above table it is clear that more than 68% of the customers purchase on
cash basis, 10% on credit basis and 22% half cash and credit basis.
4.6 Analysis of satisfaction of the respondents.
Table No.4.6
SI NO: No. Respondents %
1 Yes 38 76
2 No 12 24
TOTAL 50 100
0
5
10
15
20
25
30
35
Cash Credit Half Cash &
Credit
34
511
Basis of Purchase
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Source: primary data
Fig. 4.6 showing % of respondents satisfied
Interpretation:
From the above table it is observed that 76% of the respondents satisfied with this brand
the 24 % of the respondents are not completely satisfied with this brand.
4.7 Chances of shifting if they are not satisfied with this brand.
Table No.4.7
SI NO: Other Brands No of respondents %
1 M R F 26 52
2 Ceat 5 10
3 Good year 2 4
4 Modi 4 8
5 T V S 5 10
6 Apollo 8 16
TOTAL 50 100
Source: primary data
Yes
No
Satisfaction
Yes
No
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Fig.4.7 showing the chances of shifting to other brand.
Interpretation:From the above table 52 % of the respondents will shift to the MRF tyres, 16% shift to
the Apollo, 20% of the respondents shift to the TVS and Ceat products and remaining 12
% (8+4) will shift to Good year and Modi products.
4.8. Analysis of switching to this brand.
Table No.4.8
SI NO: No of respondents %
1 Initial mileage 8 16
2 Re- treading 20 40
3 After sales service 10 20
4 Performance 12 24
TOTAL 50 100
26
52 4
58
0
5
10
15
20
25
30
MRF Ceat Good Year Modi T V S Apollo
Brand they Prefer
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Source: primary data
Fig.4.8 showing the why they prefer this brand.
Interpretation:
From the above table 40 % of the respondents like the brand for re-trading and 24
% of the respondents for performance and 20 % for after sales services and 16% for the
initial mileage.
4.9 Analysis of price.
Table No .4.9
SI NO: No of
respondents
%
1 Yes 42 84
2 No 8 16
TOTAL 50 100
Source: primary data
16%
40%20%
24%
Switch to this brand
Initial Milage
Re- treading
After sales service
Performance
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Fig.4.9 showing the price satisfaction.
Interpretation:
From the above table it is known that 84 % of the respondents are happy with the price of
this brand and remaining 16 % of the responders are unhappy with this brand.
4.10 Analysis of factors they consider while purchasing the tyres.
Table No.4.10
SI NO: No of respondents %
1 Quality 21 42
2 Durability 18 36
3 Price 11 22
TOTAL 50 100
000
42
8
0
Price Satisfaction
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Source: primary data
Fig.4.10 showing the factor considered while purchasing the tyres.
Interpretation:
From the above table it is clear that while purchasing the tyres most of the (42%)
respondents consider the quality, 36% of the respondents consider the durability and 22
% of them consider the price of the product.
Analysis of average period of purchasing the tyres.
Table No-4.11
SI NO: Time period No of respondents %
1 3 Months 3 6
2 6 Months 6 12
3 9 Months 16 32
4 1 year & above 25 50
TOTAL 50 100
21
18
11
0 10 20 30
Quality
Durability
Price
Factors they Consider
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Source: primary data
Fig.4.11 Showing the average period of purchase.
Interpretation:
It is difficult to tell that average period of purchasing it depends on how use their
vehicle and the weight they carry. From the above table we came to know that 50 % of
the respondents purchase tyres once in a year. And less than 32 % purchase within 9
months.
4.12 Analysis of major advantages in this product.
Table No-4.12
SI NO: No of respondents %
1 Everything 29 58
2 Nothing --
3 Initial mileage 17 34
4 Smoothness 4 8
TOTAL 50 100
Source: primary data
36
16
25
05
1015202530
3 Months 6 Months 9 Months 1 Year & more
Average period of Purchase
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Fig. 4.12 showing the major advantages they find in this product.
Interpretation:
From the above table58% of the respondents accepted that the product of the JK
Tyres for everything and 34% find major advantage of initial mileage and 8% for
smoothness of the product.
Analysis of satisfaction of design of this product.
Table No-4.13
SI NO: No of respondents %
1 Yes 32 64
2 No 18 36
TOTAL 50 100
Source: primary data
29
0
17
4
0
5
10
15
20
25
30
35
Major advantages
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Fig. 4.13 showing the satisfaction of design of the product.
Interpretation:
From the above table and graph it is observed that more than 64% of the respondents are
satisfied with the design of the JK Tyres, and remaining are not satisfied.
4.14. Analysis of the out look and style of this brand.
Table No-4.14
SI NO: No of respondents %
1 Yes 38 76
2 No 12 24
TOTAL 50 100
Sources primary data
64%
36%
Satisfaction of Design
Yes
No
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Fig. 4.14 showing the outlook and style of the product respondents
Interpretation:
From the above table and diagram it is observed that more than 76 % of the respondents
are satisfied with the style and design of this brand and remaining are not satisfied.
4.15.Other services preferred from this brand.
Table No.6.15
SI NO: No of respondents %
1 Product knowledge 13 26
2 Door delivery 15 30
3 Monthly camp 22 44
4 Total 50 100
Source: primary data
76%
24%
Out look & Style
Yes
No
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Fig. 4.15 showing the services they prefer.
Interpretation:
From the above table it is clear that (44%) most of the respondents are prefer monthly
camp, 30% prefer door delivery of the product and 26% prefer like product knowledge.
4.16 Analysis of the relationship they have with this brand.
Table No-.4.16
SI NO: No of respondents %
1 Regular 35 70
2 Occasional 7 14
3 Special 5 10
4 Rare 3 6
TOTAL 50 100
0
5
10
15
20
25
Product KnowledgeDoor DeliviryMnthly Camp
1315
22
Services Prefered
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Sources primary data
Fig.4.16 showing the relationship they have with this brand.
Interpretation:
From the above table it can be observed that 70% have the regular relationship,and 14% of the respondents are occasional relation and 10 % have Special relationship.
0
5
10
15
20
25
30
35
Regular Special
35
7 5 3
Relationship
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CHAPTER-V
CONCLUSION &
SUGGESTIONS
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Conclusion:-
In this chapter, I would like to bring ot my survey findings & suggestions are explained
with reference to survey data. The findings are recorded in tables and graphs, from the
study the following findings were made.
5.1FINDINGS:
1. It is found in survey that 24 % of the respondents are not satisfied with the product
quality.
2. It is observed that only 18 % of the respondents are dissatisfied for the after sales
service.
3. 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.
4. 24% and 76% of the respondents are dissatisfied with the re-treading and mileage
performance of J K TYRES.
5. 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%).
6. 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.
7. 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.
8. 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.
9. While purchasing tyres 42% of the respondents consider quality. 36% of the
respondents consider durability of courseprice is also major important they dont worry
about this much more.
10. Purchasing of tyres frequently is depends upon the how they use vehicles and the
weight they carry, more than 50% of the respondents purchase once in a year.
11. More than 44 % of the respondents preferred service of the monthly camp for quick
knowledge.
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12. 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 outlook and style of the tyres.
13. Company is not encouraging credit basis of selling the products.
14. 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.
15. More than 58 % of the respondents have accepted this brand only because they are
getting major advantages form this brand.
5.2 SUGGESTIONS:-
From the above findings the following suggestions were made.
1. Quality is a main tool to get a good market of the product. The quality should beaccepted by all respondents. Even if a small percentage are dissatisfied, they
always reject and opinion always will negative. In this context it is suggested that
the company should improve the quality of tyres, tubes and other items to win the
consumers hearts to obtain the market share.
2. In every business customer care is very important in post and pre sale, many
precautionary steps should be taken in all the levels of the activities. It is
suggested that company should introduce programs like consumer council, sale
after service etc. these steps will encourage the consumers to explain their own
feelings and opinion.
3. Satisfaction of old customer and searching for new customer is the main policy of
all the business. In this respect it is suggested that maintaining good quality,
economy in price, promotional policy and appointing effective dealers will help to
attract the new customers.
4. Credit system introduction is necessary in mobilizing of sale. This system will
help to keep many more customers as well as getting new customer.
5. It is suggested that the dissatisfaction of the customer will loose the reputation
and switching over to competitors product. In this aspect it is suggested that
improvement and standardization of the product quality will bring down the
problems while marketing the product.
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Implications of the study
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Implications of the study:-
Success and failure of any business enterprise depend upon the quality products
and services that company provides. In the present scenario customers are more attracted
towards the quality.In olden days customers preferred the products that were suggested by the friends
and neighbors. But now it is not like that they purchase which ever they, like because
they are getting information about the product quality and about the companys
marketing strength.
In order to demonstrate its commitments towards quality, JK Tyre has made
never-ending efforts to make all its products of world-class quality.
Even though competitions at international market, JK Tyre keep its name and
fame in the international market by consciously following a policy of continuously
modernizing and expanding its tyre manufacturing facilities to retain its edge in the
market.
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QUESTIONNAIRE:
DATA FOR THE STUDY
1. Through which media you become aware of J K TYRES brand?
a) T V [ ] b) News Paper /Magazines [ ]c) Friends [ ] d) Others. [ ]
2. From how many years you kwon about this brand?
a) Less than 2 years [ ] b) 2 to 5 years [ ]
3. From how many years are you using this brand?
a) Less than 3 years [ ] b) 3 to 5 years [ ]
c) 5 & above [ ]
4. Why do you prefer J K Tyres?
a) Quality [ ] b) Price [ ]
c) Durability [ ]
5. On what basis would you purchase this brand?
a) Fully cash [ ] b) Fully credit [ ]
c) Half cash & credit [ ]
6. Are you satisfied with this product?
Yes [ ] No [ ]
7. If Not satisfied with this brand for which brand will you shift?
a) M R F [ ] b) Ceat [ ]c) Good Year [ ] d) Modi [ ]
e) T V S [ ] f) Apollo [ ]
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8. What made you to switch to this?
a) Initial Mileage [ ] b) Re-trading [ ]
c) After-sales-service [ ] d) Performance [ ]
9. When compared with the price. Are you happy with the price of this product?
Yes [ ] No [ ]
10. What factors do you consider while purchasing tyre?
a) Price [ ] b) Quality [ ]
c) Durability [ ]
11.Average period of purchasing tyre.
a) 3 Months [ ] b) 6 Months [ ]
c) 9 Months [ ] 1 year & above [ ]
11.What are the major advantages you find in this brand?
a) Everything [ ] b) Nothing [ ]
c) Initial Mileage [ ] d) Smoothness [ ]
12.Are you satisfied with the design of this product?
Yes [ ] No [ ]
13.Are you satisfied with the out look and style of this product?
Yes [ ] No [ ]
14.What are the other services would you prefer from this brand?
a) Product knowledge [ ] b) Door delivery [ ]
c) Monthly camp [ ]
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15.What is the relationship do you have with this brand?
a) Regular [ ] b) Occasional [ ]
c) Special [ ] d) Rare [ ]
16.What are your opinions about J K TYRES?
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