Vasu

A STUDY ON
EFFECTIVE STUDY OF ADVERTISEMENT

With Reference to
SAI MITHRA TYRE CARE (JK TYRES), KARIMNAGAR

Submitted to
JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD

In Partial Fulfillment of the requirement for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
Submitted by
K.SAMPATH (H.T.NO: 10UX1E0021)

Under the guidance of
Mr. A. VENKATESHWARLU
(Assistant Professor)
DEPARTMENT OF BUSINESS MANAGEMENT
SREE CHAITANYA P.G. COLLEGE

L.M.D. COLONY, THIMMAPOOR, KARIMNAGAR (Affiliated to J.N.T.U.H)
(2010-2012) DECLARATION
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I hereby, declare that this project entitled EFFECTIVE STUDY OF ADVERTISEMENT with reference to SAI MITHRA TYRE CARE (JK TYRES), KARIMNAGAR have completed successfully towards the partial fulfillment for the award of degree MASTER OF BUSINESS ADMINISTRATION with specialization in MARKETING from SREE CHAITANYA P.G. COLLEGE, KARIMNAGAR.
This is the bonafide work undertaken by me which is not submitted to any other University or Institution for the Award of any Degree /Diploma.
PLACE: KARIMNAGAR DATE:
ACKNOWLEDGEMENT
The presentation of this project has given me the opportunity to express my profound gratitude. All those who have made possible for me to accomplish this project well at the first instance. I would like to thanks Mr. T. SRINIVAS, Manager of SAI MITHRA TYRE CARE (JK TYRE) at Karimnagar for given me this opportunity to undergo to a project study programmed in their esteemed organization. I would like to express our profoundly respects to Mr. B. NAVEEN KUMAR Principal of Sree Chaitanya P.G. College for his useful suggestion during this course period. I am thankful to Mr. R.VENKATESHWAR RAO, Head of the Department of Business Management for the valuable guidance and useful suggestion during the course of this project and other staff members of M.B.A. Department for their CoOperation. I am thankful to my guide Mr. A. VENKATESHWARLU, Assistant professor of Business Management for his able guidance and other staff members of M.B.A. Department for their Co-Operation.
INTRODUCTION
Advertising: The word advertising is derived from the Latin word viz, "advertero" "ad" meaning towards and "verto" meeting towards. Simply stated, advertising is the art "says green." Advertising is a general term for and all forms of publicity, from the cry of the street boy selling newspapers to the most celebrate attention attracts device. The object always is to bring to public notice some articles or service, to create a demand to stimulate buying and in general to bring together the man with something to sell and the man who has means or desires to buy". Advertising has been defined by different experts. Some of the quoted definitions are: American marketing association has defined advertising as "any paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor. The medium used are print broad cast and direct. Stanton deserves that "Advertising consists of all the activities involved in presenting to a group a non- personal, oral or visual openly, sponsored message regarding a product, service, or idea. This message called an advertisement is disseminated through one or more media and is paid for by the identified sponsor. Advertising is any paid form of non personal paid of presentation of ideas goods or services by an identified sponsor. Advertising is a "non- personal paid message of commercial significance about a product, service or company made to a market by an identified sponsor. In developing an advertising programme, one must always start by identifying the market needs and buyer motives and must make five major decisions commonly referred as 5M (mission, money, message, media and measurement) of advertising. Advertising Effectiveness The objectives of all business are to makes profits and a merchandising concern can do that by increasing its sales at remunerative prices. This is possible, if the product is widely polished to be audience the final consumers, channel members
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and industrial users and through convincing arguments it is persuaded to buy it. Publicity makes a thing or an idea known to people. It is a general term indicating efforts at mass appeal. As personal stimulation of demand for a product service or business unit by planting commercially significant news about it in a published medium or obtaining favorable presentation of it upon video television or stage that is not paid for by the sponsor. On the other hand, advertising denotes a specific attempt to popularize a specific product or service at a certain cost. It is a method of publicity. It always intentional openly sponsored by the sponsor and involves certain cost and hence is paid for. It is a common form of non- personal communication about an organization and or its products idea service etc. that is transmitted to target audiences through a mass medium. In common parlance the term publicity and advertising are used synonymously. Basic Features of Advertising On the basis of various definitions it has certain basic features such as : 1. It is a mass non-personal communication. 2. It is a matter of record. 3. It persuades buyers to purchase the goods advertised. 4. It is a mass paid communication. 5. The communication media is diverse such as print (newspapers and magazines) 6. It is also called printed salesmanship because information is spread by means of the written and printed work and pictures so that people may be induced to act upon it. Functions of Advertising For many firms advertising is the dominant element of the promotional mix particulars for those manufacturers who produce convenience goods such as detergent, non prescription drugs, cosmetics, soft drinks and grocery products. Advertising is also used extensively by maters of automobiles, home appliances, etc,
to introduce new product and new product features its uses its attributes, availability etc. Advertising can also help to convince potential buyers that a firms product or service is superior to competitors product in make in quality, in price etc. it can create brand image and reduce the likelihood of brand switching even when competitors lower their prices or offer some attractive incentives.
Advertising is particularly effective in certain other spheres too such as: i) When consumer awareness of products or service is at a minimum. ii) When sales are increasing for all terms in an industry. iii) When a product is new and incorporates technological advance not strong and. iv) When primary buying motive exists. It performance the following functions: i) Promotion of sales ii) Introduction of new product awareness. iii) Mass production facilitation iv) Carry out research v) Education of people. NEED FOR THE STUDY In today scenario advertising became very important and useful for promoting a product. Advertising should be used only when it promises to bring good result more economically and efficiently as compared to other means of selling. There are goods for which much time and efforts are required in creating a demand by sending salesman to prospective buyers than by simply advertising them. In our country certain publishers have found it less costly to sell their books by sending salesman from house to house among prospective buyers than to advertise them. But now-a-days there are many ways used for advertising a product. The present study discuss about the techniques used for advertising the products of JK Tyres.
OBJECTIVES OF THE STUDY 1. To study the customer awareness regarding JK tyres. 2. To know about the concepts and methods in advertising. 3. To study the different parameters which influence the customers to purchasing the tyres. 4. To study different types of techniques and ways used by the JK Tyres for advertising. 5. To study the satisfaction level of the customers with the products of JK tyres. SCOPE OF THE STUDY Effectiveness of advertising study in JK Tyres includes the impact and effects of advertising on the customers. It includes methods and techniques used by the JK tyres to increase its sales. The study is confined to Karimnagar only. RESEARCH METHODOLOGY Research can be defined as a scientific and systematic search for pertinent information on a specific topic. According to Clifford Woody research comprises defining and redefining problem, formulating hypothesis or suggested solutions; collecting, organizing and evaluating data; making deductions and reaching conclusions and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis. Research design A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure.
Data sources: The task of data collection begins after a research problem has been defined and a research design has been chalked out. While deciding about the methods of data collection, the researcher should keep in mind two types of data:1. Primary data Primary data collected through responses from the customers i.e., respondents and opinions of customers. Responses collected through Questionnaire. 2. Secondary data. Secondary data collected through textbooks, websites and brochures of JK tyres. Sampling design A sample design is a definite plan for obtaining a sample from a given population. It refers to the technique or procedure the researcher would adopt in selecting items for the sample. Population Population refers to part of universe from which the sample for conducting the research is selected. Population for the study is customers of JK tyres in Karimnagar town. Sampling unit Sampling unit refers to smallest possible individual eligible respondent. In my study the sampling unit is single individual user of JK tyres. Sampling size The size of the sample should neither be excessively large, nor too small. It should be optimum. An optimum sample is one which fulfills the requirement of efficiency, representativeness, reliability and flexibility. The sample size for my research is 85 respondents.
Sampling techniques In this research study, simple random sampling is opted for. This sampling method has been mainly chosen because of time, financial constraints and lack of expertise. Sampling frame Frame is the list of respondents i.e. list of all the users of different tyres. LIMITATIONS OF THE STUDY 1. As the data will be collected through questionnaire, there are chances of biased information provided by the respondents. 2. The survey is limited only to Karimnagar Dist. 3. As the sample size is small compared to the total population the outcome cannot be generalized. 4. The study was done for a short period of time (45 days), which might not hold true over a long period of time. 5. The area is too vast to research and the entire picture may be vary if sample should be increase.
INDUSTRY PROFILE The world rubber industry had made its beginning in the year 1887 with the invention of the rubber vulcanization process by Mr. Charles Goodyear. However, the growth of the industry received a big boost towards the end of the century when Mr. John Boyd Dunlop succeeds in the making vulcanized rubber in to inflatable pneumatic tyre in1888. Since then the tyre industry has continued to be a major segment of rubber industry all over the world. Even in India, automobile tyre & tubes account for a major part of Indian rubber product industry. INPUTS FOR TYRE INDUSTRIES The major raw materials and there weightage in the total raw material structure are as follows SL no. 1 2 3 4 RAW MATERIALS Natural rubber Synthetic rubber Carbon black Nylon Fabric cord 25% 14% 13% 34% PERCENTAGE
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COMPANY PROFILE JK TYRE INDUSTRIES A BRIEF PROFILE NAME : JK Tyre &Industries ltd ADDRESS : JK Tyre & Industries ltd VIKRANT TYRE PLANT KRS road, metagalli, Mysore-570002. CONSTITUTION : Limited Company Date of incorporation : October 3, 1973 Commencement of business : October 11, 1973 Product : Automobile tyres, flaps REGISTERED OFFICE :VIKRANT HOUSE NO.4, first main road, V.V mohalla, mysore-02 COMMUNICATION LINKS GRAMES : Vikrant Tyres E-mail : hrd@vikrant.com FAX: :( 0821)2582404 TELEPHONE NO. :( 0821) 2511540, 2582954 JK organization owes its name to late Lala Juggilal Singhania, a dynamic personality with broad vision. Inspired by the cause of the Swadeshi movement of Mahatma Gandhi, & driven by the zeal to set up an Indian enterprise, Lala Kamlapat
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Singhania founded JK organization in the 19th century ushering in new industrial era in India. The process of industrialization & diversification was worthily & successfully carried on by Lala kamlapats three illustrious sons- Sir Padampat, Lala Kailashpat & Lala Lakshmipat. Excellence comes not from mere words or procedures. It comes from an urge to strive and deliver the best. A mindset that says, when it is good enough, improve it. It is a way of thinking that comes only from a power within." H.S SHINGHANIA JK Tyre & Industries Ltd. is the flagship company under the umbrella of JK Organization. The advent of JK Organization on the industrial landscape of India almost synchronizes with the beginning of an era of industrial awareness - an endeavor for self reliance and the setting up of a dynamic Indian industry. This was way back in the middle of the 19th century. The Principal business of the JK Organization includes Tyre, Paper, Cement, Drugs & Pharmaceuticals, Agri Genetics, Dairy and Food Products, Audio Magnetic Tapes, Sugar, Cosmetics, Woolen Textiles, Steel, Engineering Files, International Trading, Hybrid Seeds, Industrial Rubber Products, Material Handling System etc. The group besides having a consistent record of growth and diversification has created a reputation for quality for all its products and most of its products enjoy a leadership status in their respective market segments. MILESTONES OF J.K.INDUSTRIES LTD 1933 First in the India to manufactures calico princes-Juggilal Kamlapat Cotton Spinning and Weaving Mils Co., Kanpur. 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 First in India to produce Aluminum virgin metal from Indian Bauxite Aluminum Corporation of India Ltd., Jaykaynagar.
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1940
1944
1949
First in India to manufacture Engineering Files -J.K.Engineers Files, Bombay.
1959 1960
First in India to set up a continuous process Rayon plant. First to manufacture a Hydraulically operated cane crushing mill for Khandsari Sugar Plant and completed 100 ton plant- J.K.Iron and Steel Co. Ltd., Kanpur. First in world to set up a plant for production of Hydrosulphite of Soda by Sodium Amalgam process-J.K.Chemicals Ltd., Bombay. First in India to produce Nylon-6 with its own polymerized raw materialJ.K.Synthetics Ltd., Kota. First to produce Sodium Sulphoxylate Formaldehyde (Rangolite c of Formosul) in India J.K.Synthetics Ltd., Kota. First to manufacture TV sets in India-J.K.Electronics, Kanpur. First to manufacture Metallic. Cops for Synthetic Filament yarn industrial in IndiaSyntax tube works, Kanpur First in India to license Synthetic Fiber Technology to third party as well as the first to manufacture Synthetic Filament yarn industrial in India-Syntax tube works, Kanpur. First in India to produce Steel Belted Radial Tyres fro passenger cars, trucks and buses-J.K. Tyre Plant, Kankoli.
1961
1962
1965
1968
1973
1976
1980 First in world to make Steel Belted Radial Tyres for passenger cars, trucks and buses-J.K.Tyre Plant, Kankoli. 1984 1985 First in India to produce White Cement through dry process-J.K.White Cement, Gotan. First to India to produce Cathonic Dyeable Polyester Fiber J.K.Synthetics Ltd., Kota. First in India to produce Nylon Tyre cord base on Spin Draw TechnologyJ.K.Synthesis Ltd., Kota. First to India to produce Magnetic Tapes with Cobalt Technology J.K.Magnetics, Surpajpur. Banmore Tyre Plant (BTP)set up with a capacity of 5.7 lakhs tyres p.a. R & D Centre set up at HASTERI. Indias first T-Rated tyre launched BANMORE Tyre Plant (BTP) crossed 100TPD. Mercedes Benz launched on J.K.STEEL RADIALS First tyre manufacturer in the
1989 1991 1992 1994 1995
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world to get ISO 9001. 1997 Awarded the National Export Award for 1996-97 Vikrant Tyres (VTL) acquired. Indias firs H rated tyre launched. Only tyre manufactures to getE mark certification. HASETRI becomes the first research institute in Asia to get ISO 9002. Indias first dual contact high traction Steel Radial aqua sonic Launched. Introduces Steel Wheels. First tyre manufacturer in the world to get Qs 9000. Awarded CAPEXILs highest export award for 1997-98 Synergy with VTL in procurement, marketing and production flexibility. Completion of Stat of the art modernization of truck radials. J.K.Tyres ranked 1st largest Tyre Company in the world. ISA-14000 accredition for environment and safety. J.K. introduced National Go-karting Champion slips. J.K. industrial received FOCUS LAC export award for he year 1999-2000.
1996 1998 1999
2000 2001
Board of Directors of JK Industries: Chairman : Hari Shankar Singhania Vice Chairman & Managing Director : Raghupathi Singhania Directors : Arvind Narottam Lalbhania Arvind Singh Mewar Bhakul Jain Managing Director : Bharath Hari Singhania Dy.Managing Director : Vikrampati Singhania
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PRODUCT PROFILE The products are sold under different brand names Track Tyres
o o o o o o o o o o
Jet rib Vikrant track king Star lug Super track king Hi life Jet star Track plus J T classic Jet track Sand cum hiway J T king
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PRODUCT RANGE INTERNATIONAL JK Tyre is a leading exporter of tyres from India and roughly accounts for about 26% of the total tyre exports from India (along with its associate Vikrant Tyres Limited). It is the first and only tyre manufacture in the world to receive the QS 9000 for multilocation operations: World's first tyre manufacture to receive the ISO 9000 for all its operations in one go. Also J.K Tyres is the first tyre company in India to receive ISO 14001 in recognisition of its environmental management systems. Today, JK Tyre's products compete with the best international players in the premium international bias market in more than 55 countries in 6 continents. The exports operate through a strong and dedicated distribution network, and our distributors are fully supported by the company's technical team in terms of continued product development to meet specific market needs. JK Tyre had obtained international accreditation for its products in the US, Europe, South America and the Middle East. J.K Tyre has been the recipient of various awards for exports for the last many years for its commitment to offer superior performance standards & path -breaking innovations. Recently, it was honored with ' The Special Export Award 2000-2001' from Capexil, making it its fourth consecutive award from India's premier industrial association. JK Tyre has also been recently recognized by Indian Trade Promotion Organization (ITPO) for being the largest tyre exporter to Latin America markets and is the proud recipient of first-ever FOCUS LAC Award for the year 1999-2000. J.K Tyres constant endeavor to deliver superior value to its customers and a sound marketing strategy forms the foundation of this spectacularly consistent performance on the international front. While JK Tyre has maintained its consistency in its marketing and distribution strategies for the export markets, it has also actively pursued development of new superior products to adapt to specific requirements of the different markets.
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The credit goes to the India's biggest in-house R&D centre, HASETRI (Hari Shankar Singhania Elastomer and Tyre Research Institute) . This Centre for Rubber and Allied Technology was established at Jaykaygram, ISO/IEC Guide 25 & EN 45001. Equipped with advanced testing facilities, it pursues excellence by evolving technologies for superior product performance to reduce waste and pre-empt consumer needs. DOMESTIC J.K. Tyre has been at the forefront of the radial revolution in India. Since inception, we have been regularly releasing high quality, high technology products, which have withstood the test of time and are forerunners in the industry today. Our leadership position in the industry can be attributed to the mantra of offering high technology products and services to the customer. In J.K. Tyre, it is our philosophy to continuously anticipate and understand the customer requirements, convert them into performance standards for our products and services, and meet these standards every time. This has resulted in development of many innovative products from the most modern, technologically advanced production facilities, some of which are listed below:

First manufacturer to launch "T" rated tyres in 1994-Ultima. First manufacturer to launch "H" rated tyres in 1996-97-Ultima 210 H. First manufacturer to launch Dual Contact High Traction Steel radials- Aqua sonic
First manufacturer to introduce India's first range of eco-friendly colored tyres. First manufacturer to introduce V-rated uni-directional tyre in 2006 First manufacturer to produce special application Z-rated motorsports tyre in 2006
Maruti SX-4, Maruti Swift and Mahindra Renault Logan Rides exclusively on JKTyres.
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ACHIEVEMENT/AWARDS

JK TYRES ranked 16TH largest tyre company in the world. ISO-14001 accreditation for environment & safety. Indias first T-rated tyre launched. The only tyre manufacturing company got E-marks certification. Awarded by CAPEXILS highest export award for 1997-98. Certified by ISO 9001:1994 quality managements systems. First Indian Tyre Company to adopt Business Process Re-Engineering (BPR). It has ranked number one in customer satisfaction by the JD power Asia pacific study.
FUNCTIONAL DEPARTMENTS OF JK INDUSTRIES There are the functional departments at JK Industries (Vikrant type plant) [JK] (VIP) and they are follows. 1. Materials 2. Production 3. Engineering 4. Technical 5. Quality Assurance 6. Human Resource Management 7. Production Planning 8. Personal & Administration Secretarial 9. Internal audit
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10. Electronic Data Processing (EDP) 11. Industrial Engineering 12. Finance 13. Marketing 14. Technical services. Due to time constraint, only the basic departments such as production, marketing, Human Resources and Finance, quality assurance have been studies. 1. MATERIALS STORES DEPARTMENT: There are the three stores in JK industries (Vikrant tyre plant);

Raw materials stores Engineering stores Finished goods stores The function of raw materials stores and finished goods stores are centralized
in the Head Office itself. For all 4 plants of JK industries the Head Office itself controls purchase decisions and supply of raw materials.
RAW MATERIALS STORES In JK industries (Vikrant Tyre plant) follows First in First Out method for inventories. Everything is controlled by the head of the department. Some of the raw materials accumulated in stores are Natural rubber, Synthetic rubber, Chemicals (Sulphur, Zinc oxide), Carbon and so on
FINISHED GOODS STORES The finished goods are stored & preserved in finished goods stores in order to protect it from rain, dust & water.
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The duty of FGS head to distribute the finished goods directed by the supply chain management. Supply chain management decides the day to day distribution. All the finished goods after the final inspection are kept at the transferring area. A finished goods transfer note is prepared in triplicate copies. The note contains details about material description & quantity. The original copy is sent to central excise wing & duplicate to production department & another copy to production & planning control (PPC) department. The current status of the stock can be checked by using transfer notes. If the finished goods require packaging then it transfers to packing area. If not it is send to storage area. STAGES IN TYRE MANUFACTURING PROCESS 1. COMPUND AT BANBURY Compounding is the process of mixing the necessary raw materials with selected Elastomer in 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 & door to discharge the mix. The rubber ingredients like chemicals are weighted as mentioned in specification file & fed into the 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 & 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

Screw extruder Ram extruder
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Screw extruder In screw extruder the screw is rotated by means of a motor through reduction gears. The extruder consists of hoper, dye-hard, barrel & dyes.There are two types of screw extruder

Cold feed extruder Hot feed extruder
3. ZELL PLANT The dipping process takes place in a Zell 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 to 300 Celsius & it stretches to about 0-15%. 4. CALENDARING Calendar is machine, consists of number of rolls held in a frame work used to produce the rubber sheets of required strength & lengths. To get a better quality calendared fabric with uniform gauges, viscosity plays an important role & required temperature is about 110 to 137 degree Celsius. 5. BIAS CUTTER It is a machine used to make the plys or the rubber coated fabrics at a required width & angle. Which are used in the production of tyres. Bias angle is the angle of cords in tyres w r t the central line. Based on the ideal curved angle which is required type, size & pattern. Bias angle is calculated for a particular drum. If the angle is not as per the specification, it will affect the performance of the tyre. In general the angle 45 degree & the width of the sheet is 100 to 137 mm. 6. POCKET MAKING It is process of making the pocket from the angle cutter fabrics. In pocket making section, three types of pockets are constructed. They are first, second, third pocket. The plys used for the first & second pocket are known as inner ply & those
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used for third pocket are known as outer ply, pockets are made for easy building of heavy vehicle tyres. 7. BLADDER Butyl rubber compound is used for making the bladder. As first butyl rubber is mixed with specified chemicals properly & then it enters the extruder section by the use of the extruder, a specific length & width of slug is extruded. Then the edges of the slug are cut into specified angle for joining purpose. 8. BEAD MAKING Bronze plated steel wire is coated with layer of rubber compounds to form a bead. 9. BEAD FLIPPING A Filtering compound called apex is provided over the bead. A strip fabric is used to bind the apex with the bead and the bed with the tyre. It is called flipper bead, which is another component of tyre. 10. GREEN TYRE BUILDING All the above components (Pocket, Bead, Flipper, Tread & Chaffer) are assembled, during the tyre building to form Green Tyre. 11. AWLING Green tyres are then sent for awling where air traps are removed by randomly piercing the green tyres using awling gun. 12. TYRE CURING It is a process of cross linking the rubber compounds through heat & pressure. For the process of curing tyres presses are used. These presses are pre warmed before loading of green tyre is done in top ring raise condition with vacuum. Shaping is done by centering the green tyre correctly. Bladders are used for tyre curing.
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13. POST CURE INFLATION Cured tyre are loaded onto post cure inflation units to cool pressure, this is done to avoid shrinking of the nylon fabric. 14. TYRE MOULDING Before moulding operations, the green tyre has to be made ready for painting with inner lubricants inside the tyre for easy release from the bladder & the side walls are to be coated with blemish paints. Blemish paints contains carbon black, naphtha, styrene butadiene rubber components & this enables easy flow of compounds while curing in the mould pattern. The blemish paint helps in minimizing the surface flow marks. As a whole to obtain better results, green tyre should not touch the floor & there should no any contamination on the tyre surfaces. Tyre moulding is a complex type of compression moulding normally cured in presses. The raw tyre has to be placed over a bladder. Then the bladder & tyre expands together due to steam pressure & simultaneously the tyre gets compressed between two moulds in closed position. In this, the operation cycle time, pressure, temperature has to be maintained properly to get optimum vulcanization during moulding process of the tyre. 15. TYRE FINISHING & INSPECTION After curing, the tyres obtained are further finished by trimming of the projection on the tyres surfaces & are checked for defects. Thus the process of removing excess materials on the tyre after curing is called finishing. The finishing process is done either by buffing or trimming method. Buffing is done using emery paper wrapped on a cylindrical rubber press. Thus all tyres are inspected in systematized process. If any defects are found it has to be separated & remaining can be stored in warehouse.
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16. TYRE TESTING There are two types of tests

o o
Non destructive tests Destructive tests
Non destructive tests This the test carried out with any destructing or damaging the product to check the sidewall surface defects, blows blisters, flow cracks under cure, flaws & so on. HUMAN RESOURCE MANAGEMENT The main functions of HR Dept- of JK Tyre Industries at VTP is
o o o o o o
Recruitment and Selection Training & Development Performance Appraisal Implementing Incentive Schemes Coordinating among different departments Maintenance of Industrial Relationship.
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HRD COMMITTEE MEETING HRD committee consists of senior executives, who meet once in six months under the chairmanship of president & Director. Meeting is arranged by HR department. Matter concerning to HRD are discussed in the meeting. The minutes of the meeting are prepared and circulated to all concerned. COMMUNICATION MEETING A minimum of six- communication meetings will be conducted in a year under the chairmanship of president and director. The meeting is organized by HR Department. Selected executives from various departments are invited to attend the meeting which is basically to facilitate direct communication between CEO and all levels of executives in the organization. TRAINING SYSTEM IN JK INDUSTRIES LTD (VIKRANT TYRE PLANT) OBJECTIVE To establish the training procedures of identifying the training needs and impart training to support organizational objectives of enhancing knowledge skill and effective utilization of human resources. JK Industries is a production-oriented company & has a majority of work force that is technically oriented and also comprises management executives. Training becomes a part and parcel of the inputs given by the company to its employees. So it is of great importance to know the training system in Vikrant. Training records helps to measure effectiveness in sending various persons on training and to send those who really need help & improvements to perform a particular task. It has been rightly said If you plan for a year, plant corn; If you plan for a decade, plant trees; But if you plan for a century, plant man. This is the Philosophy, which the company follows to guides their employees at JK tyres.
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DEVELOPMENT The company systematically plans for the developments of every individual through training and job rotation opportunities. Participation in cross-functional teams provides opportunities for contribution as well as new learning. In this environment even the so-called ordinary are able to do the extraordinary i.e. the company introduced a concept of Business Process Re-Engineering (BPR). DUTIES & RESPONSIBILITY OF H.R. DEPARTMENT

Responsible for man power planning & recruitment. Responsible for all H.R.D. activities Responsible for employee relations & welfare.
PROFESSIONAL CAREERS IN JK TYRE

Sales, marketing & exports. Manufacturing operations. Engineering and production services. R & D and product development. Materials Management and Logistics. Finance, Accounting and Commercial Management. Human Resource Management.
5. MARKETING DEPARTMENT FUNCTIONS OF MARKETING DEPARTMENT Marketing is a process by which goods and services are delivered to the customers. Marketing is one of the activities for maximization of profits and wealth. So marketing is an activity, which plays an important role in the organization to achieve its objectives.
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It satisfies the customer needs, it is available throughout the world. It collects the feed back from the customers and provides the proper service according to their needs, it works for the customers satisfaction, it collects the information regarding current market condition for their products, to maximize the awareness of the products it give prominence to the promotional activities. Products of J.K. Tyre have good acceptance both in domestic and international markets. Broadly, the customers are categorized into & segments like:

Original Equipment manufacturers (Domestic & Exports) Overseas Markets Institutional sales & Replacement Markets. The company supplies the tyres for VOLVO, ASHOK Leyland and Tata Motors. It is the largest exporter from India accounting 26% of the total quantity exported.
DUTIES & RESPONSIBILITIES

Sales and marketing overseas Customer Interaction. Sales Planning, Forecast & Targeting. Interaction with Head Office (Ho) & other parties. Regular monitoring with production department. Monitor CHA (customer House Agent) activities. Co-ordinate with export team for smooth work flow. Timely dispatch to ensure scheduled shipping of tyres to customers.
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MARKETING IN JK TYRE
About 50% of the product goes to Original Equipment manufacturers (OEM) market.
There are about 200 C&F (clearing and forwarding agency) spread all over India.
24% of the production goes to replacement market. 26% of the production goes to export.
FINANCE FOR THEIR BANKING TRANSACTIONS

Purchase for advance licenses DEPB (Duty Entitlement Pass Book) benefits. Production for meeting the customers requirements. CHA for interaction with customer. Export Inspection agency for inspection of he cargo (export). Shipping companies like Maersk, ALP (American president Lines) for A document after the cargo is shipped.
MARKETING NETWORK
Head office at Mysore connected with various regional offices. District offices, Brach offices and carrying and forwarding agents through out the country.
Common marketing organization (CMO) manages the marketing of NYLON Bias tyres of JK industries. The head of CMO is at New Delhi.
The marketing of all steel truck radial tyres is managed by Truck radial group (TRG) which is residing in Bangalore.
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EXPORTS JK industries are exported to over 55 countries. Major countries include United States of America, Australia, United Kingdom New Zealand, Hong Kong Netherlands and most of Middle East, Africa and Asian countries. 6. FINANCE DEPARTMENT Commercial Services
o o o o o o
Accounts Costing Banking & Treasury Purchase capital Equipment Contracts Customer co- coordinator & Licenses
Procurement of capital Equipments/ Spares is done coordinating with Head Office commercial for placement of orders, vendor rating for capital/imported spares related parties. Customs co-coordinator and license, Application and Reconciliation of customer and carry and forward services related activities and co-ordination for imports. DUTIES & RESPONSIBILITY OF FINANCE DEPARTMENT
Preparation of MIS(Management Information System) & BRR (Business Review Report)
Finalization of monthly, quarterly, half-yearly and annual reports of the company.
Co-ordination with statutory auditors & tax auditors Finalization of cost accounts.
Cost reduction and cost of quality report.
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Review of books of accounts Preparation of trial balance Overhead position of BRR. Head Office unit reconciliation, prepaid & OSL review support for preparation
of overhead budget, assisting for finalization of accounts and statutory audit. Factory budget and monitoring standard costing, up gradation of special changes for standard costing, valuation of monthly work in progress and closing stock, OMC (outside Mixing center) stock reconciliation, Monitoring daily bank balances and inter bank bend transferring, bank payment & reconciliation, co-ordination with financial institutions and banks, creation of securities, Public deposit Scheme and its related references, correspondence and reports, maintenance of fixed asset records (addition deletion & depreciation), bank books & cash book. Bill passing of raw materials, stores and spares and contracts of all kinds, review of parts ledgers. Issue of PFC forms and Tax Deducted at Source (TDS) certificates, OMC and freight payments, entry tax details. Miscellaneous MIS for raw materials, Sundry creditors and freight. Bill passing for imported items. Accounting of exports sales. Exports bill discounting- Export debtors monitoring, Monthly FOREX report of import and export, CHA bills payments for exports and imports. Payments of salary and wage. Payments under workmen compensation Act. Employees reimbursement Viz, traveling, conveyance, medical, LTA, etc/ Finalization of provident fund, benevolent fund (both employees and executives) & superannuating trust accounts, employees TDS. All insurance related activities including Media-claim. QUALITY POLICY In order to demonstrate its commitment towards quality, JK tyre has made never ending efforts to make all its products of world class quality.
30
We the people of JK tyre will have an organization committed to quality in everything we do we will continuously anticipate and understand our customers requirements convert these into performance standards for our products and services and meet these standards every time. Full customer satisfaction-both internal and external is our motto. QUALITY MANAGEMENT ISO 9001: JK Tyre worlds first tyre company to receive ISO 9001 certification for its entire operations in 1995 in one go our quality management system is completely integrated into al aspects of our operations. QS 9000: JK Tyre the worlds first Tyre Company to receive quality management system certification QS 9000. In 1998 for multi location operations, we are using QS 9000 system as a tool for continuous incremental improvement. Environment Management System [ISO 14001]: JK Tyre recognizes the impact that our business has on the environment and takes over responsibilities for maintaining harmony with nature. We are the first tyre company in India to receive ISO 14001 certification for multi location operations 1999. SWOT ANALYSIS OF TYRE INDUSTRIES STRENGTH

Over six decades of experience in tyre manufacturing Self sufficient in tyre production Successful & fast absorption of international technology to suit Indian condition & needs.
Well knit distribution network.
31
WEAKNESS
In comparison with the global standards, smaller size of plant & hence less economic units.
Lower productivity of labour in comparison to world standards. Out dated labour laws Proliferation of units High cost of raw materials.
OPPORTUNITIES
Robust economic growth, particularly vehicle production growth resulting in healthy demand growth for tyre in the future.
Export culture inculcated enabling participation in world tyre market. Excellent brand equity of Indian cross ply/bias truck Tyres in the world market can open market opportunities for radial tyre.
Emergence of Indian as a hub for production of small car is expected to give a thrust to auto component & tyre segment.
THREATS

Faster pace of opening up of the economy will increase import of tyre. Reduction in important duties will lead to high volume of type imports. Multinationals with financial muscle setting up a manufacturing facility in the country.
Concenssional import tariffs for countries like china & South Korea under regional trade agreements will lead to additional imports.
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Advertising Effectiveness
The objectives of all business are to makes profits and a merchandising concern can do that by increasing its sales at remunerative prices. This is possible, if the product is widely polished to be audience the final consumers, channel members and industrial users and through convincing arguments it is persuaded to buy it. Publicity makes a thing or an idea known to people. It is a general term indicating efforts at mass appeal. As personal stimulation of demand for a product service or business unit by planting commercially significant news about it in a published medium or obtaining favourable presentation of it upon video television or stage that is not paid for by the sponsor. On the other hand, advertising denotes a specific attempt to popularize a specific product or service at a certain cost. It is a method of publicity. It always intentional openly sponsored by the sponsor and involves certain cost and hence is paid for. It is a common form of non- personal communication about an organisation and or its products idea service etc. that is transmitted to a target audiences through a mass medium. In common parlance the term publicity and advertising are used synonymously. What is Advertising : The word advertising is derived from the Latin word viz, "advertero" "ad" meaning towards and "verto" meeting towards and "verto" meaning. "I turn" literally specific thing". Simply stated advertising is the art "says green." Advertising is a general term for and all forms of publicity, from the cry of the street boy selling newspapers to the most celebrate attention attracts device. The object always is to bring to public notice some articles or service, to create a demand to stimulate buying and in general to bring logethel the man with something to sell and the man who has means or desires to buy". Advertising has been defined by different experts. Some of the quoted definition are :
33
American marketing association has defined advertising as "any paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor. The medium used are print broad cast and direct. Stanton deserves that "Advertising consists of all the activities involved in presenting to a group a non- personal, oral or visual openly, sponsored message regarding a product, service, or idea. This message called an advertisement is disseminated through one or more media and is paid for by the identified sponsor. Advertising is any paid form of non personal paid of presentation of ideas goods or services by an identified sponsor. Advertising is a "non- personal paid message of commercial significance about a product, service or company made to a market by an identified sponsor. In developing an advertising programme, one must always start by identifying the market needs and buyer motives and must make five major decisions commonly referred as 5M (mission, money message, media and measurement) of advertising. Basic Features of Advertising On the basis of various definitions it has certain basic features such as :
1. 2. 3. 4. 5.
It is a mass non-personal communication. It is a matter of record. It persuades buyers to purchase the goods advertised. It is a mass paid communication. The communication media is diverse such as print (newspapers and magazines)
6.
It is also called printed salesmanship because information is spread by means of the written and printed work and pictures so that people may be induced to act upon it.
34
Functions of Advertising For many firms advertising is the dominant element of the promotional mix particulars for those manufacturers who produce convenience goods such as detergent, non prescription drugs, cosmetics, soft drinks and grocery products. Advertising is also used extensively by maters of automobiles, home appliances, etc, to introduce new product and new product features its uses its attributes, pt availability etc. Advertising can also help to convince potential buyers that a firms product or service is superior to competitors product in make in quality, in price etc. it can create brand image and reduce the likelihood of brand switching even when competitors lower their prices or offer some attractive incentives. Advertising is particularly effective in certain other spheres too such as : i) When consumer awareness of products or service is at a minimum. ii) When sales are increasing for all terms in an industry. iii) When a product is new and incorporates technological advance not strong and. iv) When primary buying motive exists. It performance the following functions : i) Promotion of sales ii) Introduction of new product awareness. iii) Mass production facilitation iv) Carry out research v) Education of people. TYPES OF ADVERTISING Broadly speaking, advertising may be classified into two categories viz., product and institutional advertising.
35
a)
Product Advertising The main purpose of such advertising is to inform and stimulate the market
about the advertisers products of services and to sell these. Thus type of advertising usually promote specific, trended products in such a manner as to make the brands seam more desirable. It is used by business government organization and private nonbusiness organizations to promote the uses features, images and benefits of their services and products. Product advertising is sub-divided into direct action and
indirect action advertising, Direct action product advertising wages the buyer to take action at once, ice he seeks a quick response to the advertisement which may be to order the product by mail, or mailing a coupon, or he may promptly purchase in a retail store in response to prince reduction during clearance sale. Product advertising is sub-divided into direct & indirect action advertising & product advertising aims at informing persons about what a products is what it does, how it is used and where it can be purchased. On the other hand selective advertising is made to meet the selective demand for a particular brand or type is product. b) Institutional Advertising : It is designed to create a proper attitude towards the sellers to build company image or goodwill rather than to sell specific product or service. Its purpose is to create a frame of mind and to implant feeling favourable to the advertisers company. Its assignment is to make friends for the institution or organization. It is sub-divided into three categories : patronage, public, relations and public service institutional advertising. i) In patronage institutional advertising the manufacturer tells his prospects and customer about himself his policies and lives personnel. The appeals to the patronage motivation of buyers. If successful, he convince buyers that his operation entitles him to the money spent by them. ii) Public relations institutional advertising is used to create a favourable image of the firm among employees, stock-holders or the general public. iii) Public service institutional advertising wages public support.
36
c)
Other Types : The other types are as follows : Consumer advertising Comparative advertising Reminder advertising Reinforcement advertising
ADVERTISING OBJECTIVES The long term objectives of advertising are broad and general, and concern the contribution advertising should make to the achievement of overall company objectives. Most companies regard advertisingly main objective as hat of proving support to personal selling and other forms of promotion. But advertising is a highly versatile communications tools and may therefore by used for achieving various short and long term objectives. Among these objectives are the following :
1. 2.
To do the entire selling job (as in mail order marketing). To introduce a new product (by building brand awareness among potential buyers).
3. 4.
To force middlemen to handle the product (pull strategy). To build brand preference 9by making it more difficult for middleman to sell substitutes).
5. 6.
To remind users to buy the product (retentive strategy). To publicize some change in marketing strategy (e.g., a price change, a new model or an improvement in the product).
7. 8. 9.
To provide rationalization (i.e. Socially acceptable excuses). To combat or neutralize competitors advertising. To improve the moral of dealers and/or sales people (by showing that the company is doing its share of promotion).
10.
To acquaint buyers and prospects with the new uses of the product (to extend the PLC).
37
BENEFITS The functions of advertisement, and that purpose its ethics, may be discussion below :
1.
It leads to cheaper prices. "No advertiser could live in the highly competitive arena of modern business if his methods of selling were more costly than those of his rivals."
2.
It acquaints the public with the features of the goods and advantages which buyers will enjoy.
3.
It increases demand for commodities and this results in increased production. Advertising : Creates and stimulates demand opens and expands the markets; Creates goodwill which loads to an increase in sales volume; Reduces marketing costs, particularly product selling costs. Satisfied consumer demands by placing in the market what he needs.
4. It reduces distribution expenses in as much as it plays the part of thousands of salesman at a home. Information on a mass scale relieves the necessity of expenditure on sales promotion staff, and quicker and wider distribution leads to diminishing of the distribution costs. 5. It ensures the consumers better quality of goods. A good name is the breath of the life to an advertiser. 6. By paying the way for large scale production and increased industrialization, advertising contributes its quota to the profit of the companies the prosperity of the shareholder the uplifts of the wage earners and the solution of he unemployment problem. 7. It raises the standard of living of the general public by impelling it to use to articles of modern types which may add to his material well being. "Modern advertising has made the luxuries of yesterday the necessities of today . It is a positive creative force in business. It makes two blades of grass grow in the business world where one grew before. 8. It establishes the goodwill of the concern for the test articles produced by it and in course of time they sell like not cakes consumer search for satisfaction of their needs when they purchase goods what they want from its beauty,
38
superiority,
economy,
comfort,
approval,
popularity,
power,
safety,
convenience, sexual gratification and so on. The manufactures therefore tries to improve this goodwill and reputation by knowing the buyer behaviour. To sum up it may be said that advertising aims at committing the producers, educating the consumer, supplementing the salesman converting the producer and the dealer to eliminate the competitor, but above all it is a link between the produce and the consumer. WHY & WHEN TO ADVERTISE Advertising as a tool to marketing not only reaches those who buy , but also those whose opinions or authority is counted for example a manufacturer of marble tiles and building boards advertises not only to people who intend to build houses but also to architect and engineers. While the manufacturers of pharmaceuticals products advertise to doctors as well as to the general public. At time it is necessary for a manufacturer or a concern to advertise things which it does not sell but which when sold stimulates the sales of its own product. There are concerns like electric heaters, iron etc. because the use of these increases the demand for their products. Advertising should be used only when it promises to bring good result more economically and efficiently as compared to other means of selling. There are goods for which much time and efforts are required in creating a demand by sending salesman to prospective buyers than by simply advertising them. In the early days of the cash register in America it was sold by specially trained salesman who called on the prospective users and had the difficult task of convincing them that they could no longer carry on with the old methods, and that they urgently needed a cash register. In our country certain publishers have found it less costly to sell their books by sending salesman from house to house among prospective buyers than to advertise them. In these two examples the cost of creating demand would be too high if attempted by advertising alone under such circumstances advertising is used to make the salesman acceptable to the people they call upon to increase the confidence of the public in the house. Naturals when there are good profits competitors will be attracted and they should be kicked out as and when sufficient capital is available by advertising on a
39
large scale. Immediate result may not justify the increased expenditure but it will no doubt secure future sales. DESIGNING ADVERTISING CAMPAIGN: An advertising is an organized series of advertising messages. It has been defined as "a planned, co-ordinate series of promotional efforts built around a central theme and designed to reach a specified goals." In other words, it is an orderly planned effort consisting of related but self contained and independent advertisements. The campaign may appear in one more media . it has single theme or keynote idea and a single objective or goal. Thus, "a unified theme of content provides psychological continuity throughout the campaign while visual and oral similarity provide physical continuity. In short run, all campaign want pre-determined psychological reaction in the long run, practically all campaigns have sales goal. The series of advertisements used in the campaign must be integrated with the sales promotional efforts and with the activities of the sales force. Campaign vary in length some may run only for a few days, other for weeks, yet other for a season or the entire year. Usually a range of 3 to 6 months includes many campaigns. Many factors influences campaign length such as competitors advertising media, policies, seasonal falls curves of the product involved, the size of the advertising funds, campaign objectives and the nature of the advertisers marketing programme. OBJECTIVES OF CAMPAIGN The advertising campaign, especially those connected with the consumers aims at achieving these objectives : i) To announce a new product or improve product. ii) To hold consumers patronage against intensified campaign use. iii) To inform consumers about a new product use. iv) To teach consumers how to use product. v) To promote a contest or a premium offer. vi) To establish a new trade regional, and
40
vii) To help solve a coca regional problem. viii) The institutional advertising campaign on the other hand, have these
objectives. ix) To create a corporate personality or image. x) To build a company prestige. xi) To keep the company name before the public. xii) To emphasize company services and facilities. xiii) To enable company salesman to see top executive consistently when
making sales calls, and xiv) To increase friendliness and goodwill towards the company.
Developing the campaign programmes. The advertising campaigns are prepared by the advertising agencies, which work an behalf of their clients who manufacture product or service enterprises, which have services to sell. The word campaign is used because advertising agencies approach their task with a sum Blanca of military fanfare in which one frequently hears words like target audience logistics, zero in and tactics and strategy etc. The account executive co-ordinates the work in a campaign. The creation of an advertising campaign starts with an exploration of consumers habits and psychology in relation to the product. This requires the services of statistical trained in survey techniques and of others trained in social psychology. Statisticians select samples for survey which are done by trained interviewers who visits individuals, included in the sample and ask question to find out about their taste and habits. This enquiry often leads to a change in a familiar product. For instance bathing soap may come in several new colours or cigarette in a new packet or talcum powder in another size. Such interviews are often quite essential to find out the appeal of advertising message for a product that would be most effective with consumers. David Ogilvy describes a consumers survey to find out the most meaningful benefit in which women are interested when they buy a face cream. The largest preference as given to "Cleans deep into pores" followed in order of importance by prevent dryness,
41
"is a complete beauty treatment, recommended by skin doctors" makes skin look younger' contains estrogenic hormones, pasteurized for purity, prevent skin form aging, smooth our wrinkles ogilvy concludes, form this voting come one of Helena Rubinstein's most successful face creams. We christened it deep cleanser, thus, building the winning form into name of the product. After getting the data the account executive puts together the essential elements of his clients brief, interprets the research findings and draws up what he calls the "advertising strategy". STAGE IN ADVERTISING CAMPAIGN Several steps are required to developed an advertising campaign the number of stages and exact order in which they are carried out may vary according to an organisations resources, the nature of its product and the types of audiences to be reached. The major stages/step are : 1. Identifying and analyzing the advertising. 2. Defining advertising objects. 3. Creating the advertising platform. 4. Determining the advertising appropriation. 5. Selection media plan. 6. Creating the advertising message. 7. Evaluating the effectiveness of advertising. 8. Organizing of advertising campaign. 1. Identifying & Analyzing the Advertising target : Under this step it is to decided as to whom is the firm trying to reach with the message. The advertising target is the group of people towards which advertisements are aimed at four this purpose complete information about the market target i.e. the location and geographical location of the people, the distribution of age, income, sex, educational level, and consumers attitudes regarding purchase and use both of the advertising product and competing products is needed with better knowledge of market target, effective advertising campaign can be developed on the other hand, if
42
the advertising target is not properly identified and analyzed the campaign is does likely to be effective. 2. Determining the advertising objectives : The objectives of advertisement must be specifically and clearly defined in measurable terms such as "to communicate specific qualities about a particulars product to gain a certain degree of penetration in a definite audience of a given size during a given period of time", increase sales by a certain percentage or increase the firms market shares." The goals of advertising may be to : i) Create a favourable company image by acquainting the public with the services offered available to the employees and its achievements. ii) Create consumers or distributor awareness by encouraging requests providing information about the types of products sold; providing information about the benefits to be gained from use of the company's products or services; and indicating how product (or services) can be used; iii) Encourage immediate sales by encouraging potential purchasers through special sales contests, getting recommendation of professional people about company's products etc. iv) It secures action by the reader through associating ideas, repetition of the same name in different contexts, immediate action appeal. 3. Creating the Advertising platform : An advertising platform consists of the basic issues or selling points that an advertiser wishes to include in the advertising campaign. A single advertisement in an advertising campaign may contain one or more issues in the platform. A motorcycle producers advertising platform should contain issues which are of importance to consumers filling and such issues also be those which the competitive product do not posses.
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4.
Determining the Advertising Appropriation:
The advertising appropriation is the total amount of money which marketer allocates. For advertising for a specific time period. Determining the campaign budget involves estimating now much it will cost to achieve the campaigns objectives. If the campaign objectives are profit relating and stated quantitatively, then the amount of the campaign budget is determined by estimating the proposed campaigns effectiveness in attaining them. If campaigns object is to build a particular type of company image, then there is little basis for predicting either the campaigns effectiveness or determining the budget required. 5. Selecting the Media : Media selection is an important since it costs time space and money various factors influence this selection, the most fundamental being the nature of the target market segment, the type of the product and the cost involved. The distinctive characteristics of various media are also important. Therefore management should focus its attention on media compatibility with advertising objectives. Media 1. i) Press Advertising or Print Newspapers City, Small town, Sundays, Daily, weekly, Fortnightly, quarterlies, financial and annuals, English, vernacular or regional languages. ii) Magazines General or special, illustrated or otherwise, English, Hindi, Form
Regional language. iii) Trade & Technical Journals, Industrial Circulated all over the country year books, commercial, directories, and among the industrialist and
telephone, Directories, references books business magnates. & annuals. 2. Direct Mail Circulars, brochures, catalogues, booklets, leaflets, folders,
44
colanders, blotters, other printed material. 3. Outdoor or Traffic
diaries
&
Poster and bills on walls, railways stations platforms outside public buildings trains, buses.
4.
Broadcast or radio and T.V.
Spot, Sectional or national trade cost
5.
Publicity
Movie Slides and films non theatrical and documentary films metal plates and signs attaches to trees.
6.
House to house
Sampling , couponing, free gifts, novelties, demonst-rations.
7.
Dealer aids
Counter
and
widows
display demonstration given by retailer or the advertises goods. 8. Internet Today, Internet is a big spot for advertising.
So these are the media of the advertising campaign of the selecting of the media. 6. Creating the Advertising Messages : This is an important stage of advertising campaign. The contents of the message has to be very carefully drafted in the advertisement. Characteristics of person in the advertising target influence the message content and form. An advertisers must use words, symbols and illustration that are meaningful, familiar and attractive to those persons. The type of media also influence the content and form of the message. 7. Evaluating the Effectiveness of Advertising : The effectiveness of advertising is measured for a variety of reasons : a) To determine whether a campaign accomplished its advertising objects.
45
b)
To evaluate the relative effectiveness of several advertisements to ascertain
which copy, illustrations or layout is best. c) To determine the strengths and weaknesses of various media and media plans.
In other words, measuring advertising effectiveness is needed to determine whether proposed advertisement should be used and if they will be now they might be improved; and whether going campaign should be stopped, continued or changed. In accomplishing these purposes, pretests and post test are conducted. The former tests before exposing target consumers to advertisements and the letter after consumers have been exposed to advertisements and the letter after consumers have been exposed to advertisements. For an effective advertising programme, the advertising manager requires a basic understanding of the medium that is going to carry it. For effectively using advertising the management must test advertising to know which of the advertisement to know which of the advertisement have proved profitable and why as compared to others.
46
Q.1
Do you see advertisement of JK tyres?
Opinion Yes No TOTAL
No of respondents 118 2 120
Percentage of respondents 98.3% 1.67% 100%
Percentage of respondents
Percentage of respondents] 120.00% 100.00% 80.00% 60.00% 40.00% 20.00% 0.00% Yes Opinion Percentage of respondents No 1.67% 98.30%
INTERPRETATION From the above graph it is clear that 98.30% of respondents said that they see advertisement of JK tyres 1.67% of respondents said that they dont see advertisement of JK tyres
47
Q.2 Do you give full attention on the advertisement?
100.00% 90.00% 80.00% 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% 91.67% Percentage of repsondents
8.33% Yes Opinion No
INTERPRETATION From the above graph it is clear that 91.67% of respondents said that they give full attention on the advertisement 8.33% of respondents said that they dont give full attention on the advertisement
48
Q.3 which media you are using more to see the advertisement?
Opinion Audio Media Video Media Print Media Internet TOTAL
No of respondents 8 51 41 20 120
Percentage of respondents 6.67% 42.5% 34.17% 16.67% 100%
45.00% 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% 42.50% 34.17% Percentage of respondents
16.67% 6.67%
Audio Media
Video Media
Print Media
Internet
Opinion
INTERPRETATION From the above graph it is clear that 42.50% of respondents said that they are using Video media mostly for watching the advertisements. 42.50% of respondents said that they are using Video media mostly for watching the advertisements. 42.50% of respondents said that they are using Video media mostly for watching the advertisements. 42.50% of respondents said that they are using Video media mostly for watching the advertisements.
49
Q.4. Which types of advertisement you prefer?
Opinion Emotional Comparative Transformational Informative Health and Hygiene Celebrity TOTAL
No of respondents 0 0 9 78 21 12 120
Percentage of respondents 0% 0% 7.5% 65% 17.5% 10% 100%
Percentage of respondents 70% 60% 50% 40% 30% 20% 10% 0% 65%
0%
0%
7.50%
17.50%
10%
Opinion
INTERPRETATION From the above graph it is clear that 65% of respondents said that they prefer the informative advertisement 17.50% of respondents said that they prefer the health & hygiene advertisement 10% of respondents said that they prefer the celebrity advertisement 7.50% of respondents said that they prefer the transformative advertisement
50
Q.5. No. of advertisement have been faced by you daily is ?
Opinion 15-30 30-50 50 onwards TOTAL
No of respondents 30 71 19 120
Percentage of respondents 25% 59.17% 15.83% 100%
70% Percentage of respondents 60% 50% 40% 30% 20% 10% 0% 15-30 30-50 Opinion 50 onwards 25% 15.83% 59.17%
INTERPRETATION From the above graph it is clear that 59.17% of respondents said that they see daily 30-50 advertisements. 25% of respondents said that they see daily 15-30 advertisements. 15.83% of respondents said that they see daily above 50 advertisements.
51
Q.6. Do you satisfied with the performance / quality of product which is seen by advertisement
80.00% Percentage of respondents 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Yes Opinion No 27.50% 72.50%
INTERPRETATION From the above graph it is clear that 72.50% of respondents said that they are satisfied with the performance / quality of product which is seen by advertisement 27.50% of respondents said that they are not satisfied with the performance / quality of product which is seen by advertisement
52
Q.7. In the break of serials / movies / cricket match, do you pay attention in the advertisement?
90.00% 80.00% 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Percentage of respondents 80.83%
19.17%
Yes Opinion
No
INTERPRETATION From the above graph it is clear that 80.83% of respondents said that In the break of serials / movies / cricket match, they pay attention in the advertisement 19.17% of respondents said that In the break of serials / movies / cricket match, they dont pay attention in the advertisement
53
Q.8. When you are going to purchase any products, you think about the advertisement of that particular product.
80.00% Percentage of respondents 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Yes Opinion No 31.67% 68.33%
INTERPRETATION From the above graph it is clear that 68.33% of respondents said that before going to purchase the products, they think about the advertisement of that product. 31.67% of respondents said that before going to purchase the products, they dont think about the advertisement of that product.
54
Q.9 Have you ever purchased the products which are shown in the advertisement?
Opinion Rarely Mostly TOTAL
80.00% Percentage of respondents 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Rarely Opinion Mostly 27.50% 72.50%
INTERPRETATION From the above graph it is clear that 72.50% of respondents said that they mostly purchased the products which are shown in the advertisement 27.50% of respondents said that they rarely purchased the products which are shown in the advertisement
55
Q.10. In your opinion which media of advertisement is better
Opinion Conventional Internet TOTAL
60.00% Percentage of respondents 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Conventional Opinion Internet 56.67% 43.33%
INTERPRETATION From the above graph it is clear that 56.67% of respondents said that conventional media advertising is better. 43.33% of respondents said that internet advertising is better.
56
Q.11. Which reason you find for the difference of advertisement effectiveness?
Opinion Education Likings Standard of Living Level of Development TOTAL
Percentage of respondents 25% 36.67% 15% 23.33% 100%
Percentage of respondents 40% 30% 20% 10% 0% Education Likings Standard of Living Opinion Level of Development 25% 15% 36.67% 23.33%
INTERPRETATION From the above graph it is clear that 36.67% of respondents said that linking is the main difference that they find in advertising effectiveness. 25% of respondents said that education is the main difference that they find in advertising effectiveness. 23.33% of respondents said that level of development is the main difference that they find in advertising effectiveness. 15% of respondents said that standard of living is the main difference that they find in advertising effectiveness.
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Q.12. Is advertisement effectiveness is necessary for company?
Opinion Yes No Cant say TOTAL
Percentage of respondents 87.5% 0% 12.5% 100%
100.00% 90.00% 80.00% 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Percentage of respondents 87.50%
12.50% 0% Yes No Opinion Cant say
INTERPRETATION From the above graph it is clear that 87.50% of respondents said that advertisement effectiveness is necessary for company 12.50% of respondents couldnt say that advertisement effectiveness is necessary for company
58
Q.13. The expenditure incurred on advertisement of JK tyre is such effective that it adds to profit?
Percentage of respondents 80% 2.5% 17.5% 100%
90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Percentage of respondents 80%
17.50% 2.50% Yes No Opinion Cant say
INTERPRETATION From the above graph it is clear that 80% of respondents said that the expenditure incurred on advertisement of JK tyre is such effective that it adds to profit 17.50% of respondents couldnt say that the expenditure incurred on advertisement of JK tyre is such effective that it adds to profit 2.50% of respondents said that the expenditure incurred on advertisement of JK tyre is such not effective.
59
Q.14. What do you think the use of study of effectiveness is for whom?
Opinion For company For employees For customers None of these TOTAL
Percentage of respondents 4.17% 5.83% 90% 0% 100%
100.00% 90.00% 80.00% 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% 90% Percentage of respondents
4.17% For company
5.83% For employees For customers
0% None of these
Opinion
INTERPRETATION From the above graph it is clear that 90% of respondents think that advertising effectiveness is mainly for customers 5.83% of respondents think that advertising effectiveness is mainly for employees 4.17% of respondents think that advertising effectiveness is mainly for company
60
Q.15. Why do you like the advertisement? Opinion Because it has film stars Because of Good music Its theme and making is appealable Give information about the product TOTAL No of respondents 21 12 19 68 120 Percentage of respondents 17.5% 10% 15.83% 56.67% 100%
Percentage of respondents 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Because it has film stars Because of Good music Its theme and making is appealable Give information about the product 17.50% 10% 15.83% 56.67%
Opinion
INTERPRETATION From the above graph it is clear that 56.67% of respondents said that they like the advertisement because it gives
information about the product
17.50% of respondents said that they like the advertisement because it has film
stars
15.83% of respondents said that they like the advertisement because Its theme
and making is appealable
10% of respondents said that they like the advertisement because of Good music
61
Q.16. What is your overall opinion of the advertisements of JK tyres?
Opinion Highly effective Effective Neutral Ineffective Highly ineffective TOTAL
No of respondents 78 29 13 0 0 120
Percentage of respondents 65% 24.17% 10.83% 0% 0% 100%
Percentage opf respondents 70% 60% 50% 40% 30% 20% 10% 0% Highly effective Effective Neutral Opinion Ineffective Highly ineffective 24.17% 10.83% 0% 0% 65%
INTERPRETATION From the above graph it is clear that 65% of respondents said that their overall opinion of the advertisements of JK tyres is highly effective 24.17% of respondents said that their overall opinion of the advertisements of JK tyres is effective 10.83% of respondents said that their overall opinion of the advertisements of JK tyres is neutral.
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Q.17. Do you think advertisements of products give proper information which is helpful to purchase the product.
Percentage of respondents 95.83% 0% 4.17% 100%
120.00% Percentage of respondents 100.00% 80.00% 60.00% 40.00% 20.00% 0% 0.00% Yes No Opinion Cant say 4.17% 95.83%
INTERPRETATION From the above graph it is clear that 95.83% of respondents said that advertisements of products give proper information which is helpful to purchase the product. 4.17% of respondents couldnt say that advertisements of products give proper information which is helpful to purchase the product.
63
Q.18. Which products advertisements you like in the following
Opinion JK tyres Apollo Ceat MRF TOTAL
Percentage of respondents 50.83% 21.67% 16.67% 10.83% 100%
60.00% Percentage of respondents 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% JK tyres Apollo Opinion Ceat MRF 21.67% 16.67% 10.83% 50.83%
INTERPRETATION From the above graph it is clear that 50.83% of respondents said that they like the advertisements of JK tyres 21.67% of respondents said that they like the advertisements of Apollo tyres 16.67% of respondents said that they like the advertisements of Ceat tyres 10.83% of respondents said that they like the advertisements of MRF tyres
64
Q.19. Is celebrity endorsement helpful for the promotion of JK tyres?
Percentage of respondents 62.5% 20.83% 16.67% 100%
70.00% Percentage of respondents 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Yes No Opinion Cant say 20.83% 16.67% 62.50%
INTERPRETATION From the above graph it is clear that 62.50% of respondents said that celebrity endorsement helpful for the promotion of JK tyres 20.83% of respondents said that celebrity endorsement is not helpful for the promotion of JK tyres 16.67% of respondents couldnt say that celebrity endorsement helpful for the promotion of JK tyres
65
Q.20. Are you satisfied with the performance of JK tyres?
Percentage of respondents 82.5% 4.17% 13.33% 100%
90.00% 80.00% 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% 82.50% Percentage of respondents
13.33% 4.17% Yes No Opinion Cant say
INTERPRETATION From the above graph it is clear that 82.50% of respondents said that they are satisfied with the performance of JK tyres 13.33% of respondents could not say that they are satisfied with the performance of JK tyres 4.17% of respondents said that they are not satisfied with the performance of JK tyres
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FINDINGS
1. 98.30% of customers said that they see advertisement of JK tyres 2. 91.67% of customers said that they give full attention on the advertisement 3. 42.50% of customers said that they are using Video media mostly for watching the advertisements. 4. 65% of customers said that they prefer the informative advertisement 5. 72.50% of customers said that they are satisfied with the performance / quality of product which is seen by advertisement 6. 80.83% of customers said that In the break of serials / movies / cricket match, they pay attention in the advertisement 7. 68.33% of customers said that before going to purchase the products, they think about the advertisement of that product. 8. 72.50% of customers said that they mostly purchased the products which are shown in the advertisement 9. 56.67% of customers said that conventional media advertising is better. 10. 36.67% of customers said that linking is the main difference that they find in advertising. 11. 87.50% of customers said that advertisement effectiveness is necessary for company 12. 80% of customers said that the expenditure incurred on advertisement of JK tyre is such effective that it adds to profit 13. 90% of customers think that advertising effectiveness is mainly for customers 14. 56.67% of customers said that they like the advertisement because it gives
information about the product
15. 65% of customers said that their overall opinion of the advertisements of JK tyres is highly effective 16. 95.83% of customers said that advertisements of products give proper information which is helpful to purchase the product. 17. 50.83% of customers said that they like the advertisements of JK tyres 18. 62.50% of customers said that celebrity endorsement helpful for the promotion of JK tyres 19. 82.50% of customers said that they are satisfied with the performance of JK tyres
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CONCLUSIONS
1. Most of customers saw the advertisement of JK tyres 2. High no. of customers give full attention on the advertisement 3. Customers are using Video media mostly for watching the advertisements. 4. More no. of customers prefer the informative advertisement 5. Customers are satisfied with the performance / quality of product which is seen by advertisement 6. In the break of serials / movies / cricket match, they pay attention in the advertisement 7. Before going to purchase the products, they think about the advertisement of that product. 8. Customers mostly purchased the products which are shown in the advertisement 9. Customers said that conventional media advertising is better. 10. Advertisement effectiveness is necessary for company 11. The expenditure incurred on advertisement of JK tyre is such effective that it adds to profit 12. Most of customers think that advertising effectiveness is mostly for customers 13. Customers like the advertisement because it gives information about the product 14. Advertisements of products give proper information which is helpful to purchase the product. 15. More no. of customers like the advertisements of JK tyres 16. Customers opined that celebrity endorsement helpful for the promotion of JK tyres 17. High no. of customers are satisfied with the performance of JK tyres
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QUESTIONNAIRE
Q.1 Do you see advertisement of JK tyres? (a) Yes [ ] (b) No [ ]
Q.2 Do you give full attention on the advertisement? (a) Yes [ ] (b) No [ ]
Q.3 which media you are using more to see the advertisement is? (a) Audio Media (c) Print Media [ [ ] ] (b) (d) Video Media [ Internet [ ] ]
Q.4. Which types of advertisement you prefer? (a) Emotional [ ] ] ] (b) Comparative (d) Informative (f) Celebrity [ [ [ ] ] ]
(b) Transformational [ (e)Health and Hygiene[
Q.5 No. of advertisement have been faced by you daily is ? (a) 15 - 30 [ ] (b) 30 50 [ ] (c) 50 onwards [ ]
Q.6. Do you satisfied with the performance / quality of product which is seen by advertisement (a) Yes [ ] (b) No [ ]
Q.7. In the break of serials / movies / cricket match, do you pay attention in the advertisement? (a) Yes [ ] (b) No [ ]
Q.8. When you are going to purchase any products, you think about the advertisement of that particular product. (a) Yes [ ] (b) No [ ]
Q.9 Have you ever purchased the products which are shown in the advertisement? (a) Rarely [ ] (b) Mostly [ ]
Q.10. In your opinion which media of advertisement is better (a) Conventional [ ] (b) Internet [ ]
Q.11. Which reason you find for the difference of advertisement effectiveness ? (a) Education [ ] ] (b) Likings [ ] ]
(c) Standard of Living [
(d) Level of Development [
69
Q.12. Is advertisement effectiveness is necessary for company ? (a) Yes (c) Cant Say [ [ ] ] (b) No [ ]
Q.13. The expenditure incurred on advertisement of cold drink is such effective that it adds to profit ? (a) Yes (c) Cant Say [ [ ] ] (b) No [ ]
Q.14. What do you think the use of study of effectiveness is for who? (a) For Company (c) For Customers [ [ ] ] (b) For Employees [ (d) None of these ]
Q.15. Why do you like the advertisement ? (a). Because it has film stars (b). Because of Good music (c) Its theme and making is appealable. (d) Any other reason. [ [ [ [ ] ] ] ]
Q.16. What is your overall opinion of the advertisements of JK tyres? (a) Highly effective (b) Effective (c) Neutral (d) Ineffective (e) Highly ineffective Q.17. Do you think advertisements of products give proper information which is helpful to purchase the product. (a) Yes (c) Cant Say [ [ ] ] (b) No [ ]
Q.18. Which products advertisements you like in the following (a) JK tyres (c) Ceat [ [ ] ]
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(b) Apollo (d) MRF
[ [
] ]
Q.19. Is celebrity endorsement helpful for the promotion of JK tyres? (a) Yes (c) Cant Say [ [ ] ] (b) No [ ]
Q.20. Are you satisfied with the performance of JK tyres? (a) Yes (c) Cant Say [ [ ] ] (b) No [ ]
71
BIBLIOGRAPHY
Kruti shah & Alan DSouza: Advertising and Promotions, Tata McGraw-Hill, 2009 W.Rolan Lane, Karen Whitehill King, J. Thomas Russell: Advertising Procedure, 16/e Pearson, 2008 Mahendra Mohan: Advertising Management, Tata McGraw Hill, 2008 Terence A Shimp: Advertising and Promotion, Cengage Learning, 2007 Rodney D Ryder: Trademarks, Advertising and Brand Protection, Macmillan, 2009
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A STUDY ON

EFFECTIVE STUDY OF ADVERTISEMENT

SAI MITHRA TYRE CARE (JK TYRES), KARIMNAGAR

JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD

MASTER OF BUSINESS ADMINISTRATION

K.SAMPATH (H.T.NO: 10UX1E0021)

DEPARTMENT OF BUSINESS MANAGEMENT

SREE CHAITANYA P.G. COLLEGE

PLACE: KARIMNAGAR DATE:

K.SAMPATH (H.T.NO: 10UX1E0021)

K.SAMPATH (H.T.NO: 10UX1E0021)

First in India to manufacture Engineering Files -J.K.Engineers Files, Bombay.

1989 1991 1992 1994 1995

1996 1998 1999

Screw extruder Ram extruder

Cold feed extruder Hot feed extruder

16. TYRE TESTING There are two types of tests

Non destructive tests Destructive tests

PROFESSIONAL CAREERS IN JK TYRE

DUTIES & RESPONSIBILITIES

FINANCE FOR THEIR BANKING TRANSACTIONS

Preparation of MIS(Management Information System) & BRR (Business Review Report)

Finalization of monthly, quarterly, half-yearly and annual reports of the company.

Cost reduction and cost of quality report.

Well knit distribution network.

Determining the Advertising Appropriation:

colanders, blotters, other printed material. 3. Outdoor or Traffic

Broadcast or radio and T.V.

Spot, Sectional or national trade cost

Sampling , couponing, free gifts, novelties, demonst-rations.

To evaluate the relative effectiveness of several advertisements to ascertain

Do you see advertisement of JK tyres?

Opinion Yes No TOTAL

No of respondents 118 2 120

Percentage of respondents 98.3% 1.67% 100%

Q.2 Do you give full attention on the advertisement?

Opinion Yes No TOTAL

No of respondents 110 10 120

Percentage of respondents 91.67% 8.33% 100%

8.33% Yes Opinion No

Opinion Audio Media Video Media Print Media Internet TOTAL

Percentage of respondents 6.67% 42.5% 34.17% 16.67% 100%

Q.4. Which types of advertisement you prefer?

Percentage of respondents 0% 0% 7.5% 65% 17.5% 10% 100%

Q.5. No. of advertisement have been faced by you daily is ?

Opinion 15-30 30-50 50 onwards TOTAL

Percentage of respondents 25% 59.17% 15.83% 100%

Opinion Yes No TOTAL

Percentage of respondents 72.5% 27.5% 100%

Opinion Yes No TOTAL

Percentage of respondents 80.83% 19.17% 100%

Opinion Yes No TOTAL

Percentage of respondents 68.33% 31.67% 100%

Opinion Rarely Mostly TOTAL

Percentage of respondents 27.5% 72.5% 100%

Q.10. In your opinion which media of advertisement is better

Opinion Conventional Internet TOTAL

Percentage of respondents 56.67% 43.33% 100%

Opinion Education Likings Standard of Living Level of Development TOTAL

Percentage of respondents 25% 36.67% 15% 23.33% 100%

Q.12. Is advertisement effectiveness is necessary for company?

Opinion Yes No Cant say TOTAL

No of respondents 105 0 15 120