Holy Grace Academy of Management Studies

CHAPTER-1
INTRODUCTION

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1.1 INTRODUCTION TO THE STUDY

The project on A STUDY ON RETREADERS ATTITUDE
TOWARDS MIDAS TREADS IN TERMS OF MARKETING MIX. The study
was conducted in MIDAS PRECURED TREADERS PVT.LTD, Kottayam in the
month of September 2nd to 22nd, 2015 . Mr. George Varghese started this company
with an investment of Rs.65, 000 in the year 1969 and within a short span of time
he turned down this company into a medium scale unit and soon became market
leader in the retreading field.
Primary data was collected for this project trough questionnaires and
by observation method by interviewing a sample of 100 Retreaders in Kottayam
district. During the study the searcher extracted information regarding the external
factors that affect the preference of the customers. The retreaders say that Quality,
Availability and Distribution provided by the company are best. But none of them
are satisfied with the promotional activities and credit period services offered by
the company.
The survey conducted was quite successful revealing many facts
providing valuable amount of information. Majority of the retreders responded
well.

1.2 STATEMENT OF PROBLEM

To study about the retreaders preference towards the organisation

1.3 PURPOSE OF THE STUDY

1.The study helps to find the retreaders opinion about MIDAS
2. The reason for preference is also considered in the study

1.4 IMPORTANCE OF THE STUDY

At present, the retreading market is highly competitive. The study is
related to Retreading industry in Kottayam district. So many local players exist in
Kottayam district. The extracted information regarding information regarding the
external factors that affect the preference of the customers. The retreaders opinion
about Quality, Availability and Distribution provided by the company.
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1.5 OBJECTIVES OF THE STUDY

1. To understand the Retreaders attitude towards MIDAS in trem of various
parameters like the price and quality of different treads.
2. To find out customers preference.
3. To compare credit policies of various companies.
4. To suggest strategies for improving the existing business in terms of marketing
mix.

1.6 SIGNIFICANCE OF THE STUDY

Retreading market is highly competitive. The study is related to retreading
industry in kottayam district where many local players exist.

1.7 SCOPE OF THE STUDY

The study is conducted to get a clear view about the Retreaders Attitude
adopted in MIDAS Treads in Kottayam. The study is limited to 100 retreaders.
This study will help to know how the organisation evaluates this program.

1.8 PERIOD OF THE STUDY

The study was held for a period of 21 days
1.9 ASSUMPTIONS OF THE STUDY

Sample sizes of 100 retreaders were taken on the assumption that it would

given true indication of the study

The respondents were assumed to be unbiased.
Statistical tools used to analysis the data must yield accurate yield

1.10 LIMITATIONS OF THE STUDY

1. The main limitation is the time factor. It was very difficult to conduct a
research study within a small span of 22 days.
2. Prejudices of the respondents were another limitation.
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3. The Retreaders were very busy; hence the data given by the may be biased.
4. Some customers were not at Retreading shop; some others were not ready to
give some personnel information.
5. There may be bias from the respondents and the interviewers part.
1.11 INDUSTRY PROFILE
Indias largest rubber compounding unit belongs to the MIDAS GROUP,
known as MIDAS RUBBER PRIVATE LTD. MIDAS supplying rubber compounds to
may of Indias major tyre companies like Apollo tyres, Ceat, J.K. tyres and Vikrant as
per their needs .
Midas marketing co-ordinates the groups marketing and management
function. The grouphas got an excellent marketing network, which markets the
prouducts all over India and in the international market. The major revenue for the
group is from the sale of procured Tread rubber and its market is entirely outside
Kerala.
The group has sales depots in Coimbatore, Chennai, Mumbai, BARODA AND
BHOPAL AND HAS GOT

16 DISTRIBUTORS ALL OVER Indis. M.m

Chandy&Co. is the only distributer who looks after the distribution in Kerala State.
They have 4 depots here, in Kottayam, Kozhikode,Kollam and in Tiruvalla. In each
dept, they have aound 25 sales executives.
1.11.1 MIDAS DEALER NETWORK
Midas has not adopted a Franchisee system to market its products like majors
such as Elgi, M.R.F,Indago but prefers to sell its product in the open market directly
through Group Company MIDAS Marketing and a network of dealers. They find the
customers do not want to be tied down with a single manufactures if the same quality

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is available at a competitive price. As a result, they prefer the open market system
along with a dealer network and would expect to operate by this system in the future
as well.
MIDAS has 30 dealers in India with Kerala having only one dealer, Gujarat-5,
Maharashtra-6, Punjab, Hariyana, West Bengal-I more dealers does not mean that
they are selling more in that states as the Kerala dealer alone sells about 100-125
tonnes per month, which is about 20% of Kerala market . In the western Indian states
of Maharashtra and Gujarat, Midas has maximum dealers due to the size of the
economies in those states . Maharashtra is the Midass biggest market over all with
Tamil Nadu, Andra Pradesh, Kerala and Karnataka are the god market in the south.
1.11.2 MARKET POSITIONING
Midas aims to price its products competitively compared with hiend majors
like Elgi, M.R.F,Indago . The Indian market is mainly categorized between high
priced , middle priced and low priced . Midas is a major player in the middle priced
segment . Their product is not highly priced as Elgi/Indag neither low as local
manufactures, their quality is comparable with hi-end players .
1.11.3 DOMESTIC MARKET
In the domestic market , MIDAS has, until now, focused mainly on
productquality rather than on marketing and distribution . The companys immediate
plans are to increase its dealer network by appointing dealers in new market ,
particularly in states which are not covered as yet . Even where it is not selling
through dealer network, MIDAS is selling directly in the open market . So customer
can get its product everywhere in the market. MIDAS is now gearing up to penetrate
deeper in the Karnataka market , where it is not well represented.
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1.11.4 EXPORT MARKETS

MIDAS is a major player in the domestic market but has negligible exports
share . Despite this , the company has definite plans to enter the international market
in a big way. Surprisingly,MIDAS has not strengthened its global clientele much over
the years with exports as low as 130 tonnes in the last Fiscal 2006-07. MIDAS is
exporting mainly to developing markets of South East Asia, Middle East, Africa and
South America. The company is targeting an export of about 1000 tonnes in the next
five years. Their immediate plans are to double the exports every year to achieve a
target of at least 300 tonnes in the next couple of years . More over MIDAS has
planned to form a dealer network in the international market . As far as entering the
developed markets of North America and Europe is concerned, this would be the
companys next step before strengthening the network in existing markets . The
immediate plans are to consolidate its present position and build up its export further .
At present MIDAS has a small export to only one country in Europe, this being
Turkey. Participating in international fairs is also a part of the companys marketing
initiative to globalize the products. Last year , MIDAS participated in various shows
organised in China,Italy,Brazil and Singapore.
1.11.5 PRODUCT PORT FOLIO
MIDAS product port folio includes procured tread rubber , mould cure rubber,
custom made rubber compounds, curing bags and curing envelopes , tyre flaps,
custom designed pre cured tread rubber(for export only), cushion gum and bonding
gum and vulcanizing cement . The company has the proven capability to supply
customized rubber compounds , undertaking job work mixing , and contracts job work
mastication of raw rubber and provides assistance in purchase of raw materials. The

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MIDAS Group company , G eneral Rubbers (GR) also holds ISO 9002 certification
for the manufacture and supply of procured and conventional tread rubbers.
1.11.6 MANAGEMENT
Mr. George Varghese heads the group and his wife Mrs. Mariamm Varghese
handles the management of the unit in Tamil Nadu . Professional managers in the
group look after the companys day-to-day operations. Mr. George Varghese takes
decision only on policy matters.
The directors of the company are Mr. John K. Abraham, Mr. John Abraham
and Mr. Koshy Varghese . They are well experienced in rubber based industries.

1.12 COMPANY PROFILE

Sri.George Varghese , who is a creative thinker and industrialist who
recognised the importance of Retreading well before the retreading sector became
popular in common ; founded the present Midas Group.
Mr. George Varghese presently heads the midas group and his wife
mrs.Mariamma Varghese heads the unit in Tamil Nadu. The MIDAS Group was
started as a small tread rubber unit in Ettumanoor industrial estate near Kottayam
District , which is known as The Rubber Land of Kerala. Mr. George Varghese
started this small unit in 1969 with an investment of Rs.65,000. With this dynamic
leadership and innovative ideas , he turned this small unit into a leader in the field . In
1985 July 31st ,MIDAS PRECURED PRIVATE LIMITED company was established
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as a small-scala unit at Ettumanoor. It was mainly engaged in manufacturing of

procured tread rubber.
The company has the total capacity of producing 200 tonnes per day . The
company had the capacity for producing 1800 to 2000 tonnes of procured tread rubber
per month.
MIDAS produces world class rubber products. Such as procured treads, camel
back tread , vulcanizing cement , cushion gum, curing bags and curing envelops,
bonding gum etc . the high quality control efficiently maintained at every stage, which
is from procurement of raw material to the production of finished goods is making
MIDAS products much above the lines of normal standards.
Now the company has got 36 treads manufacturing units , 26 in Kerala and 8
in Pondicherry aid turnover is 100 crores.
Quality wise and revenue wise it is the No:1 company in field . Indias largest
rubbers compound to many of Indians majors. Tyre companies like Apollo tyres ,
cent, J.K tyres and Vikrant as oer their needs.
MIDAS marketing and management services co-ordinates the groups
marketing and management function. The group has got an excellent marketing
network, which market the products all over India and in the international market. The
major revenue for the from the sale of produced treads rubbers and its market is
entirely outside Kerala.
MIDAS dealers network is very important. MIDAS sells its products in the
open market directing through group of MIDAS marketing and network dealers.
MIDAS find that the customers do not

want to be tried down with a single

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manufacture as a result they prefer the open market system along with a dealers by
this system in the future as well.
Maharashtra 6, in Kerala one the dealers M.M Chandy and Co., sell about
125-150 tones per month which is about 20% of the Kerala market in the Western
India states MIDAS has maximum dealers due to the size of economics in those states
MIDAS is exporting mainly to developing market of South East Asia, Africa.
The company is targeting an export of about 100 tones in the five years . More over
Midas has planned to from dealers network in the international market . The
immediate planes are to be double with export every years . To achieve a target at
least 300 tones in the next couple years . Last years MIDAS participated in various
shows organised in Chaina, Italy, Brazil and Singapore.

1.12.1 ORGANISATION CHART

MD

GM
(Production)

GM

GM

(Finance)

(Marketing)

GM

GM

(research& development)

Manager
Manager
(purchas
e)

Manager
(Account
s&
Exports)

EDP9

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Manag
er
(Import

Manager
(Fixed
deposit,
DD
clearance,
bills

(Data entry
operator)

Manag
er
(factory
)

Manager

Manager
( Depot)

Manager
(sales)

(Dispatches

1.12.2 PRODUCT PROFILE

RUBBER
Natural, Synthetic and reclaim constitute the major and the most
important raw materials of the vital rubber industry and it also holds a
strategic position in the countrys economy . Rubber products are exclusively
made out of natural or synthetic rubber. Sometimes any two or all the three
rubbers are used depending on the properties required to the product. Tyres
and tyre products are made out of rubber and they are manufactured by the
moulding method. Tyres are used in vehicles for comfortable ride and low
power consumption.

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TREAD
Tread is the wearing surface of the tyre, which comes in the contact
with the road surface. It is applied in the raw state as an extruded slab of
rubber compound. N cross section it is substantially rectangular across the
centre tapering down into every fine edges.

RETREADING
As the tyre moves on the road, the tread portion wears off gradually.
The process of removing the old worn out tread and replacing it with a tread
surfaces is called as retreading. Tread rubber is the material used to replace the
wearing surface on the tyres. The old useless tyre can be made to run for
almost equal mileage as new tyre by treading within the cost not exceeding
1/3rd of that of new tyre. Virtually all types of tyres can be retreaded including
passenger car, truck, motor cycle, farm tractor etc. Usually tyres can be
retreaded as many as 4-5 times depending on the casing strength. In retreading
industry , commonly two methods are adopted Cold Process Retreading and
Hot PROCESS Retreading . The cold process retreading is called as the Pre
cured Retreading.

PRECURED RETREADING
Pre cured retreading is the method of retreading in which already cred
tread rubber-having tread patterns is adhered to the already buffed tyre casing
by means of Vulcanizable cushion gum. Here the importance and the need of
Pre cured tread comes.

BONDING GUM
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Bonding gum is used in both conventional and procurs processing. It is

used as an adhesive to fix the tread into the tyres. It is available for 990c,
1500c, and operations. Different types of gum are available . It can be used to
fill nail holes and repair injured parts of casing.

BLACK VULCANISING SOLUTION

This is an associated product used for retreading. Midas manufacture
high quality vulcanizing solution for 990c, 1250, 1500c, operations. It is also
compatible for both conventional and procured process.

TYRE FLAOPS
Midas is producing highly heat resistant and extra durable flaps for
retreading purposes.

CURING BAGS AND CURING ENVELOPS

The company is manufacturing high quality butyl curing bags specially
designto maximise cures. The company is also producing resistant envelops

for the easy use and long life.

ROPE RUBBER
Rope rubber is used in extrunderguns to repair rasping areas. It helps to
provide excellent process safety and tack.

CUSTOM DESIGNED PROCURED TREAD RUBBER

The company is also manufacturing custom made tread design
exclusively for potential customers. Moulds will be made to design and size
specification.
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1.12.3 HISTORICAL BACKGROUND

Tyre is the most important and widely used engineering product made out of
polymers . Tyre manufacturing comes into existence as described by Good year and
Hancock as solid tyre for animal driven vehicles in the 18th century.
Robert Thomson invented the automobile tyre in 1846. This invention was
neglected since 1888 where J.S Dunlop developed the pneumatic tyre set .
In modern life , the automobile vehicles are increasing day by day and the
need of tyre is

also increased . But the cost of automobile tyre is very high and can

be manufactured only in large scale . Because of these reasons retreading is essential

in automobile industry.

1.12.4DEVELOPMENT OF PRECURED RETREADING

Germans just priror to World War II first introduced procured process.Bandage
introduced the Precured retreading into North America in 1957. In this system, an
elastic band of metal around the circumference of the retreaded tyre as the pressure
member and curing was done in a hot air chamber.
The present system evolved from the one previously described and make use
of flexible rubber envelop covering exterior of the tyre from bead to bead and scaled
to the rim on which the tyre is mounted by means of flanges which press the envelop
against the lower side wall of the tyre .
1.12.5 ADVANTAGES

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1. Retreading as an industry has become very important in the nations effort to

reduce the energy consumptions. In 1975, approximately 10,59,00,000 gallons
of crude oil were saved by the retreading industry of tyre instead of the
production and the usage of new tyres.
2. Radial tyres can be retreaded through the cold process . Because the
temperature of this process is below 100^0C , WHEREAS According to hot
process nylon , casing of the radial tyre would buckle inside at the higher
temperature.
3. If Precured treads are used for retreading , no tread moulds are needed as
opposed to the hot process where the tyres , which are fitted into the tread
alone , can be retreaded.
4. If Pre cured treads are used in retreading, the over-curing problem of the tyre
body can be avoided . Because the already cured tread is applied to the tyre
can be avoided . Because the already cured tread is applied to the buffed
surface by means of cushion gum. But in the hot process , the tyre body is
again undergone curing along with tread . This will cause over curing problem
to the tyre body and the life of the tyre will be reduced.
Considering all the above factors the use of Precurd treads is economical.
1.12.6 PROCESSING
The process of manufacture of Pre cured tread involves the
mastication, mixing ,extrusion,moulding and buffing steps.
I.

Mastication
Open roll mixers or internal mixers are aroused for this. Natural rubber
is first masticated and brought to the same viscosity level of synthetic rubber

II.

and then synthetic rubber is added to it.

Mixing
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The masticated rubber is mixed with the various compounding

ingredients and the temperature of mixing not exceed above 90^o c. The wellmixed compound is sheeted,coded,dusted and left for maturation
Extrusion
The matured compound is warned and cut into strips and fed into

III.

extruder hopper. The extruded materials are taken to water tanks and after
IV.

cooling; the water and moisture are removed by using compressed air.
Curing
The curing is done by compression moulding method . The compound
is filled and placed into the previously designed and precheated moulds
maintained precured temperature and pressure . After required time the cured

V.

tread is taken and allowed for post-curing.

Buffing
The cured tread is buffed on the base side to present a clean surface
that is properly prepared for adhesion to the tyre casing by means of bonding
layer of cushion gum.
In Precured retreading this tread is used which has no further curing
during the process.

1.12.7 PRODUCT RANGE OF THE COMPANY

1. Precured Tread Rubber ( PCTR)
Premium quality Precured Tread rubber with MIDAS MILEAGE is available
in a wide range of designs and sizes to suit the various needs . MIDAS has a
quality control system , which ensures that after machine buffing every strip of
PCTR is hand finished and inspected before being packed.
2.

Mould Cure Rubber(Conventional Tread Rubber)

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MIDAS HIGHMILER mould cure rubber with cushion backing has been
formulated and developed in their labs to give tyres extra mileage. Tread Rubber
with MIDAS MILEAGE is available in every size and gauge.
3. Custom Made Rubber Compounds
MIDAS also manufactures custom made rubber compounds master batches for
a wide variety of uses, mixed to companies specifications in K-4 intermixes.

4. Curing Bags and Curing Envelops

MIDAS has newly introduced high quality curing bags and curing envelops in
awider range of sizes.
5. Tyre Flaps
Tyre flaps with extra long life are available in selected range of sizes.
6. Cushion Gum and Bounding Gum
Fast curing and slow curing repair material and vulcanizing gums are made to
suit 99^o,125^o and 150^0 c temperature levels.
7. Vulcanizing Cement
Vulcanizing Cement or solution in fast drying solvent oil based is available for
99^o,125^o and 150^0 c temperature levels.
8. Customs Designed Pre cured Tread Rubber (EXPORT ONLY)
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Custom made tread designs will be manufactured exclusively for potential

customers. Moulds will be made to design and size specification.
1.12.8 PROCESS OF MANUFACTURE
The important steps involved in the manufacture of Pre cured tread are
described below.

Mastication and Mixing

Maturation
Pre-warming
Extrusion
Cooling
Weighing
Moulding and Vulcanization
Post curing
Buffing
Inspection and Packing

1. Mastication and Mixing

The compounding ingredients and rubber are weighed as per received. The
material is firstly masticated on a 2-roll mixing mill for reducing the viscosity
and increasing the plasticity after attaining a certain level of plasticity. The
mill temperature is kept at 70=2^0 C by passing cold water trough the core of
the rolls . To the masticated rubber , other compounding ingredient are added
which get dispersed easily.
After mastication, the activator and stearic acid are added and cross cuts
are made on the band formed around the front roll using a cutting knife. After
the incorporation of activator, the filler and process oil are added. Then cuts
are given on the band the strips are again fed to the nip.
2. Maturation
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The sheeted compound is kept for 24 hours for maturation. This

process is done to get technological properties to the compound. During
maturation, the ingredients are well immersed in the rubber to get good
technological properties.
3. Pre-warming
Pre-warming is done on a 16 X 42 mill. The matured compound is
stiff, during this operation the temperature and plasticity of the compound
increases. This facilities easy extrusion through the dye. At the end of
preparing , the nip is adjusted to 15mm and small strips are directly fed to the
extruder.
4. Extrusion
Extrusion is the processing operation intended to shape the compound
in the required shape. In the production of Pre cured tread, small srips of the
mixed compound is fed to the extruder and it is forced through the dye and the
material comes out in the dimension 7 inch width and 22 mm thickness. At the
starting of the extrusion process, the dye is heated and when the process is
progressing, the temperature of the barrel may increase resulting in the
vulcanization of the compound. In order to prevent this, pass cold water
through the extruder controls temperature.
5. Cooling
This continuously extruded slab is passed into a tank containing cold
water, which helps to decrease dyes level. After a certain time, the slab is
taken and cut into a length of128 inches. It is wrapped in a thin polythene film.
This is to avoid sticking problem when the slab is weighed and the subsequent
handling operation.

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6. Weighing
The polythene wrapped slab is weighed to the required weight. A 50%
excess weight is taken for flash. Then it is taken for moulding.
7. Moulding and Vulcanization
The weighted slab (10.5kg) is then transferred to the moulding section.
The polythene sheet is removed and the green compound is loaded in the preheated lubricated mould (1600c), which is having the tread pattern in it. A
silicone emulsion is used as the mould-releasing agent. This helps the easy
stripping of the cured slab. The mould is then closed and it is then transferred
to the platens of the hydraulic press (144 X 34) and then the pressure is
applied . The maximum pressure applied for the production of procured tread
is 2250 Atm. At a temperature 1600c, the suggested compound will have a
cure cycle of 12-14 minutes. After curing, the press is opened and from the
mould, the strips of cured tread are taken after finishing operation.
8. Post curing
Post curing is carried out to improve the technological properties and
also help to complete the curing process. This can be done in two ways, either
by exposing the tread to 600c for 3-4 hours or keeping the product in room
temperature for 24 hours. The proposed product is post cured in room
temperature for 24 hours.
9. Buffing
The cured tread is buffed on the base side to present a clean surface,
which is properly for adhesion to the casing by means of a bonding layer of
cushion gum. It is compactable to both tread and the wide variety of tyre
compound to which the tread is adhering and this cane be done on a buffing
machine.
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10. Inspection and Packing

The buffed tread is inspected for ensuring the quality. The hardness is
checked and visual inspection is done where there is any air bubbles in the
tread. Check all the dimensions of the tread . After this the packing is done.
For this the tread is covered within polythene film and it is rolled and put in
the cardboard box and sealed. A label pasted on the box, which indicates the
tread name and size of the tread. It is then transferred to the consumer.
1.12.9 QUALITY CONTROL MEASURES
For ensuring good quality of procured tread the following tests are
usually carried out.
a. Testing of Raw rubber and Ingredients
The rubber and the compounding ingredients are tested for confirming
the pre-determined specifications.
b. Test on the finished Tread
Atmospheric condition of testing:
Unless otherwise specified all tests except the ageing test shall be
carried out in the temperature of 27=/ 2^0c and at an atmospheric pressure of
approximately 760mm of mercury.
1. Weight
The weight of the finished tread is taken with a platform balance and
ensuring that the weight is an agreement with the customers requirements.
2. External Measures

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The external measure of the Precured tread is tested. Width and

thickness is measured. A dial gauge measures thickness and a Vernier scale
measures width.
3. Hardness
The hardness of the tread is measured at different portions by means of
a durometer to ensure that it is 60:t1 shore a units. For this hand style without
stand, round type on stand and pencil type durometer can be used.
4. Tensile Properties
Tensile strength and ultimate elongation are useful for a compound
development, for manufacturing control and for determining a compounds
susceptibility to deterioration by oil , heat , weathering and the like . For this a
sample of the tread compound is taken and dumb bell samples are made and
tested in a tensile tester and the results are evaluated.
5. Ageing Tests
For this test, the dumbbell samples are aged in an air oven at 100^0c
for 6-7 days and after that the tensile properties are determined. The
depreciation value from the original values can be calculated from this.
6. Abrasion Test
Abrasion resistence is defined as the resistence of a rubber composition
in wearing of contact with a moving abrasive surface.
Dina boarder is used for determining this property. A sample of the
compound is takenfrom the mix and it is cured in a small slab form. A test
piece is cut from it and its abrasion loss is determined and compared with
standard results.
7. Resilience
In rubber, resilience may be defined as the ration to the pressed energy.
Heat build up is a measure of amount of impressed energy that is absorbed.
Lukpke Impace Resilio meter is used to measure this property. The test
procedure is that when the pendulum is released from a catch at the point

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marked 100 on the scale and rebound reading are taken after the impact when
thermal equilibrium has been established in the sample.
The scale at the point of rebound is read directly according to the
energy covered percent and the difference between these reading and 100 is
there for percent of energy loss.
8. Heat Build Up
Heat build up is measured using flexo meter. This test will give an
indication of uniformity of rubber compound. For testing, the sample is heated
or 500c and it is flexed for a given time (up and down motion by an applied
load) After flexing the temperature is noted. The increase of temperature can
be calculated.
9. Determination of Cure Time
Monsanto Rheometer is used for this purpose. It consists if two platens
and a rotor. When the platens are closed, achamber is formed around the rotor.
The rotor
can oscillate at 1^o,3^o and 5^o. For tread, the oscillation is fixed 3^o and the
range of the torque is adjusted to 100. The temperature of the test is 150^oc
and pressure 50 PSI. When the compound is placed around the rotor and
closed and motor is started, a torque is developed and this is plotted on a graph
and from the graph we can determine the cure time and cure index.
Cure time- Time required to attain the 90% of the maximum torque
Cure Index= 100/ Tc (X)-ts (x) where
Tc (x) is the cure time at which x presents of the full torque development is
achieved.

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CHAPTER-2
REVIEW OF LITERATURE

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REVIEW OF LITERATURE
Reviewing of literature on the area of research is a preliminary step
before attempting to plan study. It is essential to review all the relevant
material connected with the problem chosen. It is necessary to show how the
problem under study related to previous research studies. It is equally
important to show how this work is different from the existing literature. This
research is first of its kind and attempt to analyse the marketing strategies
adopted by the manufacturing of cement in the domestic market, to study
hypothesis stated by the earlier workers are reviewed and their usefulness is
evaluated in the part as a basis for further research.
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Richard J.Darder (1988):An assessment of casino dealers motivational

attitude was conducted at three Las Vegas casinos. Dealers attitudes were
assessed through a motivational hygiene survey questionnaire, casinos
supervisors perceptions of the dealers attitudes were also assessed and
compared. Both the dealers and supervisors survey result were compared to
previous studies of hospitality and general industry employees. Dealers
exhibited different attitudes than employees of previous studies.
Rajiv Budhraja (2009);The Indian tyre industry is crying for correction of the
anomalous duly structure that has eroded its domestic and global
competitiveness. Although the economic stimulus plan of the government has
perked up growth impulses, for sustaining tyre demand more investment needs
to be made in infrastructure. The cheaper loans, excise duty cuts and lower
fuel costs will definitely help in fuelling demand in the short term, but the long
term growth for tyre industry will come only from infrastructure development.
Dundec Scotland (2001);Public resistance to retreaded tires is an ongoing one,
caused mainly by the publics misperception that all tire debris comes from
retreads. As long as the motoring public believes that all tire debris on roads
and highways comes from retreads, the problem will persist. The retread
industry must rise to the challenge by continually countering negative
mentions of retreads in the media and by promoting the environmental and
economic advantages that are offered by the use of retreaded tires.
Quality is everything- None of our efforts mean a thing if the quality
level of a retreaded tire is lowers than that of a comparable new tire. I will not
insult your intelligence by stating that all retreads are of a superior quality.

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Holy Grace Academy of Management Studies

Unfortunately, there are bad apples in every bunch, including retread

manufactures. Every tire that is retread by a shabby operator is a problem
waiting to happen, and thus contribute to the image problem we already fight
every day.
Gray L Frazier & John O Summers (1986);Data from a field study of the
automobile distribution channel are used to examine how dealers perception of
their manufactures power are related to the later use of coercive and no
coercive influence strategies. Dealers report about their manufactures reliance
on the various influence strategies also are related to the dealers attitude
toward manufactures and the dealers on use of selected influence strategies.
Gary. L Frazier (1986) ;Power is the context has been defined consistently as
the ability of one of channel members to influence decision variable of another
channel member, a potential for influence on another, beliefs and behaviour,
where as influence strategies refers to the alternative means of applying power
that can be used by a firms boundary personnel in their influence attempts
with associated channels members. The term boundary personnel refers to
those employees of the firm whose position involve facilitating product,
service, and information flows within the distribution channel through
personnel contacts with associated channel members.
Charles Hollomon (1994);The evidence regarding the safety, economic and
environmental advantages of retreads is overwhelming. Tires fail and come
apart for many reasons, the most important being under inflation, whether the
tire is new or a retread. To blame retreads for all tier failure is the same as
blaming a vehicle for an accident caused by a drunk driver. Retreads offer

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Holy Grace Academy of Management Studies

truckers a safe, economical and environmentally friendly alternative to higher

priced new tires. Thanks to retreads, consumers save millions of dollars every
year.
Kumar, Nirmalya; Scheer, Lisa K; Steenkamp, Jan Benedict E M
(1995);Because marketing channels are sets of interdependent organisations
involved in the process of making product available to the end user,
dependents is a crucial concept in channels research. The pioneering channels
work on dependents examines relationship between on firms dependence on
its partner, their use of influence strategy, and their associated attitude. Some
research (eg: Brown, Lusch, and Muchling 1983; Frazier, Gill and Kale 1989)
indicates that a firms dependents on its partner increases conflict and the
partners use of coercion, where as others studies report an opposite effect (e.g.;
Frazier and Rody1991). In keeping with Frazier and Rody (1991) insight that
some

contradictory

results

might

be

explained

by

different

interdependence.contexts,our study focuses on the effect or perceived

interdependent on channel firm attitudes.
Recent empirical investigations of interdependent within channel
dyads have incorporated both firms depentends, either from one partners
perspective (eg; Anderson and Narus 1990; Buchanan 1992 Frazier and Rodi
1991 ;) Heide 1994; Noordewier,John and Nevin 1990) or by querying each
partner about is respective dependents (Ganeshan 1994).Anderson and
Weitz(1989) provide empirical evidence supporting Stem and Reves (1980)
proposition the channel relationships that are asymmetric in dependence and
power are more dysfunctional ,less stable and less trusting than symmetric
relationship. However , all symmetric relationships are not identical;
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Holy Grace Academy of Management Studies

Buchanan (1992) found that increasing total interdependent in symmetric

relationship enhance asymmetry from total interdependent consequently we
explore how the dealers perception of (1) interdependent asymmetry and (2)
total interdependent affect the development of interfirm conflict, trust and
commitments.

CHAPTER-3
RESEARCH METHODOLOGY

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RESEARCH METHODOLOGY
3.1Definition of the Methodology
A research methodology defines what the activity of research is, how
to proceed, how to measure progress, and what constitute success.
Research methodology is a science. It is a method that can be used to
solve the research problems. It helps in studying how research is done
scientifically. It provides various steps that can be adopted by the researcher in
study his research problem. It has many dimensions. The scope of research

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Holy Grace Academy of Management Studies

methodology is wider than that of research methods. It includes not only

researches but also considers the logic behind those methods.

3.2 Research Design

A research is a plan of proposed research work. The research design is
simply a specific presentation of the various steps in the process of research
design means adopting that type of technique of research which is most suited
for the research and study of the problem
There are three basic types of research design.
(a)Exploratory
(b)Descriptive and
(c)Experimental
In this, exploratory research is absolutely essential in order to obtain a
proper definition of the problem in hand and hence the exploratory research
design is used.

3.3 Sample design

Sampling design of the study consists of two steps
a) Study area: The survey is carried out in one district in Kerala named
Kottayam.

The sample consist of only retreaders who are using the

products of MIDAS.
b) Selection of the sample: Since the survey is intended to find out the
retreaders attitude, census sampling technique has been adoptes for this
study.

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Holy Grace Academy of Management Studies

3.4 Sampling procedure

3.4.1 Nature of universe-

The population for the study is all MIDAS

Retreaders in Kottayam district.

3.4.2 Sample Size-

The survey was conducted taking all the 35 Retreaders

in Kottayam district- Census sample

3.5 Data Collection Method

Both primary and secondary data was used for the study . The source
of primary data was direct interview with the respondents using questionnaire.
The field survey was conducted in MIDAS PRE-CURED TREADS PVT LTD
KOTTAYAM. In order to achieve at substantial conclusion with regard to the
topic of the study. It is necessary to adopt a suitable mode of study is the
survey method. The collected data analysed and interpreted by choosing chisquare analysis and expressed in the form of tables, bar diagrams etc.
secondary data are collected from magazines, journals, reference book,
internet etc.

3.5.1 Primary Data

Primary data are those collected by the investors him for the first time
and this original in characters. They are collected for particulars purpose.
Since they are collected for the first time for the purpose of a study it is
primary in nature primary data can be collected by three methods.
1. Observation
2. Experimentation
3. Survey.

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Holy Grace Academy of Management Studies

3.5.2 Secondary Data

Secondary data are those which have been collected by some others
persons for his purpose and published, so a researcher is said to make use
secondary data is he make are of data already complied by some other person.
Secondary data are usually in the scope of finished products. In this secondary
data are collected from company journals, magazines, record etc.

3.6 Data Analysis and Interpretation of Data

In order to extract meaningful information. From the data collected, the
data analysis was carried out. The data was first edited, coded and tabulated
from the purpose of analysis. The analysis was done by using simple
percentage method

CHAPTER-4
DATA ANALYSIS

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INCOME OF RESPONDENT
Table no:1
Income

Frequency

Percentage

Below 5000
5000-10000
10000-20000
20000-30000
More than 30000
Total

0
1
3
15
31
50

0
2
6
30
62
100

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Holy Grace Academy of Management Studies

INCOME OF RESPONDENTS

Income
Below 5000
5000-10000
10000-20000
20000-30000
More than30000

Interpretation
62% of respondents earn income more than 30000 per month. 30% of the respondents
earn an income between 20000 and 30000 and 6% earn an income between 10000
and 20000and the rest 2% respondents earn an income between 5000 and 10000. No
one earn below 5000.

YEARS OF EXPERIENCE OF RETREADERS WITH MIDAS

Table no:2
Experience
Less than one year
1-5 Years
6-10 years
11 years and above

No.of respondents

Percentage of

7
10
21
12

respondents
14
20
42
24

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Holy Grace Academy of Management Studies

Less than one year

1-5 Years
6-10 years
11 years and above
Total

Interpretation
From the sample retreaders, 14% of retreaders are dealing with Midas less than 1
year.20% of retreaders are dealing with Midas for 1-5 years, 42% of retreaders are
dealing with Midas for 6-10 years and 20% of retreaders are dealing with Midas for
11 years and above.
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Holy Grace Academy of Management Studies

METHOD OF RETREAD PREFERRED BY CUSTOMERS

Methods

No. of respondent

Percentage of
respondent

Precured
Conventional
Both
Table no:3

34
12
4

68
24
8

Precured
Conventional
Both

Interpretation
From the sample retreaders, 68% of retreaders opined that procured is preferred by
customers, 24% of retreaders opined that conventional method is preferred by
customers and 8% of them opined that both are preferred.

SALES--- DIFFERENT SEASONS

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Table no:4
SEASONS
Summer
Winter
Monsoon

No.of respondent
40
6
4

Percentage
80
12
8

40
35
30
25
20
No.of respondent

15
10
5
0
Summer

Winter

Monsoon

Interpretation
From the sample retreaders, 80%opined that during summer season sales reach its
peak .Most of the consumers prefer summer . 12% of the customer prefer winter
season. And only 8 % are prefer to buy in monsoon.

TIME TAKEN TO DELIVER THE PRODUCTS

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Holy Grace Academy of Management Studies

Table no:5
Days

Frequency

Percentage

1-2 days

45

90

3-5 days

10

6-8 days

More than 87 days

45
40
35
30
25
20

Frequency

15
10
5
0
1-2 days

3-5 days

6-8 days

Interpretation
From the retreaders, 90% opined that delivery time is 1-2 days and the rest 10%
opined that the delivery time is 3-5 days.
PROMOTIONAL ACTIVITIES UNDER TAKEN BY THE COMPANY
Table no:6
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Holy Grace Academy of Management Studies

Promotional activities

No.of respondent

Percentage

Excellent
Good
Average
Poor

3
10
21
16

6
20
42
32

PROMOTIONAL ACTIVITIES UNDER TAKEN BY THE COMPANY

25
20
15
PROMOTIONAL ACTIVITIES
10
5
0
Excellent

Good

Average

Poor

Interpretation
Out of 50 retreaders, 6% opined that the promotional activities under taken by the
company is excellent. 20% opined that the promotional activities are good, 42%
opined that the promotional activities are average and the rest 32% opined that the
promotional activities undertaken by the company is poor.

ADVERTISEMENT INFLUENCE ON CUSTOMERS

Table no:7
Advertisement influence

No.of respondent

Percentage of
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Holy Grace Academy of Management Studies

on customers
Yes
No

10
40

respondent
20
80

Advertisement influence on customers

Yes
No

Interpretation
From the sample retreaders, it is revealed that 80% of the retreaders says that there is
no influence of advertisement in choosing the tread and 20% of the retreaders says
that advertisement is influencing them for choosing the tread.

SATISFACTION LEVEL OF RETREADERS TOWARDS THE AVAILABILITY

OF MIDAS TREADS
Table no:8
Satisfaction level

No.of respondent

Percentage of
respondent
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Holy Grace Academy of Management Studies

Extremely satisfied
Very satisfied
Moderately satisfied
Slightly satisfied
Not all satisfied

10
20
20
0
0

20
40
40
0
0

Availability of Midas treads

20
15
10
5
0

Column1

Interpretation
From the sample retreaders20% are highly satisfied with the availability of Midas
treads, 40% are very satisfied and the rest 40% are moderately satisfied.

RETRAEDERS SATISFACTION LEVEL TOWARDS CREDIT

TERMS
Table no:9
Satisfaction level
Extremely satisfied
Very satisfied

No.of respondent

Percentage of

0
46

respondent
0
92
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Holy Grace Academy of Management Studies

Moderately satisfied
4
8
Slightly satisfied
0
0
Not all satisfied
0
0
RETRAEDERS SATISFACTION LEVEL TOWARDS CREDIT TERMS

Extremely satisfied
Very satisfied
Moderately satisfied
Slightly satisfied

Interpretation
Above figure showed that 92% of retreaders are satisfied with the credit terms of the
dealer. And only 8% are not satisfied with the credit policy. Its means that they are
offering good credit terms to its customers.

BRAND LOYALTY TOWARDS MIDAS

Table no:10
Specification
Yes
No

No.of respondent
16
34

Percentage
32
68

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Holy Grace Academy of Management Studies

Yes
No

Interpretation
From the sample retreaders, 68% of retreaders says that vehicle owners dont specify
brand still 32% of vehicle owners specify the brand. They have less loyal customers.
The brand value of the product is comparatively less.

QUALITY OF MIDAS PRODUCTS

Table no:11
Quality
Excellent
Very good
Good
Poor
Very poor

No.of respondents
16
22
12
0
0

Percentage
32
44
24
0
0
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Holy Grace Academy of Management Studies

25
20
15
10

No.of respondents

5
0
No.of respondents

Interpretation
From the sample retreaders, 32% of retreaders said that quality of Midas products are
excellent, 44% of retreaders said that quality are very good and 24% of retreaders said
that Midas have good quality products. They have potential in their quality.

PRICE OF MIDAS TREADS

Table no:12
Price
Very high
High
Competitive
Low
Very low

No.of respondent
5
11
28
6
0

Percentage
10
22
56
12
0

PRICE OF MIDAS TREADS

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Holy Grace Academy of Management Studies

Very high
High
Competitive
Low
Very low

Interpretation
From the sample retreaders, 56% of retreaders feel the price as competitive, 22% of
retreaders feels price was high , 10% of retreaders feels price was very high , 12% of
retreaders feel price will be low. The majority of retreaders feels price as competitive .

FACTORS INFLUNENCING PURCHASE

Table no:13
Factors
Quality
Price
Service
Design
Availability

No.of respondent
13
9
10
8
10

Percentage
26
18
20
16
20

FACTORS INFLUNENCING PURCHASE

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Holy Grace Academy of Management Studies

14
12
10
8
6

Column2

4
2
0
Quality

Price

Service

Design

Availability

Interpretation
From the above data 26% of retreaders preferred quality. Secondly, respondents
pointed out service as the major parameter. Rest of the parameters are ranked less.
They offering good quality of product. And also other factors are competing each
other.
DIFFERENT MODE OF PAYMENTS PROVIDED TO THE RETREADERS
Table no:14
Payments
Cash
Cheque
Online payment
Credit
Advance

No.of respondents
27
6
2
15
0

Percentage
54
12
4
30
0

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Holy Grace Academy of Management Studies

30
25
20
15
10
Percentage

5
0

Interpretation
From the sample retreaders , 54% of retreaders have cash transactions with the
company. Only 12% have cheque transactions, 4% of retreaders have only online
payment and 30% have credit transaction. No one having advance type of dealings.

TIME GAP BETWEEN PLACING THE ORDER AND RECEIVING

Table no:15
Days
1-2 days
3-5 days
6-8 days
9-12 days

No.of respondents
15
29
6
0

Percentage
30
58
12
0

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Holy Grace Academy of Management Studies

Time gap between placing the order and receiving

1-2 days
3-5 days
6-8 days
9-12 days

Interpretation
From the sample retreaders, it is found that 30% of retreaders receive goods within 2
days. 58% of retreaders receive goods within 3-5 days and 12% gets between 6-8
days. Majority of the retreaders get goods within 3-5 days.

SPECIFY THE SATISFACTION LEVEL OF MIDAS

Table no:16
Satisfaction level
Extremely satisfied
Very satisfied
Moderately satisfied
Slightly satisfied
Not at all satisfied

No.of respondents
10
31
8
1
0

Percentage
20
62
16
2
0

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Holy Grace Academy of Management Studies

35
30
25
20
15
10
5

Percentage

Interpretation
From the sample retreaders, 62% of retreaders satisfaction level is high, 20% of
retreaders satisfaction level is very high,16% of retreaders satisfaction level is
average and 2% of retreaders satisfaction level is poor.

CHAPTER-5

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Holy Grace Academy of Management Studies

DISCUSSION

FINDINGS AND SUGGESTIONS(RETREADERS)

The investigator has collected all the data from retreaders in Kottayam district
to analyse the market and data is analysed with the help of simple percentage
analysis. This study encompasses retreaders attitude towards the company,
favourable and unfavourable factors in the market and the relationship that exist
between the retreaders and company. The analysis leads to the following findings.

FINDINGS
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Holy Grace Academy of Management Studies

66% of the retreaders have experience with MIDAS for more than 5 years. It
shows the familiarity with the company and its products.
The analysis reveals that 68% of the customers prefer pre-cured than
conventional
26% of consumers prefer quality of the product is very important product

feature.
The study reveals that the summer season is the peak season of sales
100% of the retreaders opined that the quality of Midas tread is good.
Most of the retreaders opined that the price of Midas tread is competitive.
Most of the retreaders are having cash transactions than credit with the

company. No one have advance type dealings.

Retreaders opined that influence of advertisement on customers is very poor.
Most of the retreaders opined that satisfaction level of midas products was
high.
Majority of the retreaders are not satisfied with the promotional activities of
the company.
Most of the Retreaders are not satisfied with the cash and carry policy of this
company.

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Holy Grace Academy of Management Studies

SUGGESTIONS
From the analysis the following suggestions were made.
The findings reveal that there is more demand for pre-cured than conventional.
So concentration must be given to widen the operation to capture the entire
market.
The company should add at least one more dealer in Kerala because most of
the Retreaders didnt get treads according to their requirement. One dealer in
Kerala is inadequate and they were always busy.
Even though quality is high , company should try to keep consistency in
quality and service to face strong competition prevailing in the market.
More offers and discounts must be widened. Advertisement in television, news
papers, radio etc. is better way to promote the product and to create a brand
image in the minds of customers.
The company should reinforce its distribution setup.

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Holy Grace Academy of Management Studies

There must be an effort from the part of the company in providing commission
and incentives to retreaders based on their performance.
The company should try to send their marketing personnel to retail units to
inform about new designs as well as collecting retreaders suggestions.
Even though MIDAS has very high brand image, the performance of the
retreaders plays a major role in building the image. If the retreader falters, it
will affect the goodwill of the company. So the company should advice main
distributors to conduct frequent inspection among Retreaders at least twice in
a week. This will also help the company to get to know the pulse of the
market.
The company should strengthen their sales promotion activities to attract the
end user.
Most of the retreaders are not satisfied with the cash and carry policy of this
company. Hence, the company should take adequate steps to offer cash
discounts on payment.

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Holy Grace Academy of Management Studies

CONCLUSION
At present, the retreading market is highly competitive. The study is related to
retreaders attitude towards Midas industry in Kottayam District. Midas is now Indias
most popular brand of tyre retreading materials more than 2500 tones of sales per
month. It was established in 1969 and has lots of experience in tyre retreading
processes. Now Midas is the market laeder in this field and has satisfied customers
allover the world. The company is striving its level best to maintain its consistency in
producing quality products and services. But its position is now being threatened by
the local players who offer the quality treads with less price. If the company does not
take adequate measures, its might lose its relationship in the market.
In the light of this background, this study has made an attempt to throw more
light on issues of concerns and also given valuable suggestions to swim against the
current situations.

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Holy Grace Academy of Management Studies

APPENDIX

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Holy Grace Academy of Management Studies

BIBLIOGRAPHY
Books

Marketing Management by Philip Kotler

Research Methodology by Kothari
Marketing Management by Ranjan Saxena
Modern Marketing Management by B.S.Bhatia& G.S Batra Rajiv
Budhraja, Director General of New Delhi based Automotive Tyre

Manufactures Association
Journal Tyre Asia
Volume May 2009
Page no 20
Dundee, Scotland, March 2000
Journal Retread Tyre Information Packet, Tyre Retread
Information Bureau,
November 2000
Charles Hollomon
Stockbridge
Journal Understanding Retreading, International Tyre& Rubber
Association, 1994
Kumar, Nirmalya; Scheer, Lisa K; Steenkamp, Jan-Benedict E.M.
Article from: Journal of Marketing Research / August 1, 1995

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WEBSITES
www.midastreads.com
www.wikipedia.com
www.scribd.com
www.retread.com
www.roadgater.com

QUESTIONNAIRE (RETREADERS)
1. Name of treading unit:
2. Income of the respondent
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Holy Grace Academy of Management Studies

Below 5000 [ ]
5000-10000 [ ]
10000-20000 [ ]
20000-30000 [ ]
More than 30000 [ ]
3. How long you are dealing with Midas products?
Less than one year [ ]
1-5 years [ ]
6-10 years [ ]
11 years & above [ ]
4. Which method of retread is mostly preferred by customers?
Precured [ ]
Conventional [ ] Both [ ]
5. During which season the sales reach it peak
Summer [ ] Monsoon [ ]
Winter [ ]
6. Delivery time
1 to 2 [ ]

3 to 5 [ ]

6 to 8 [ ]

more than 8 days [ ]

7. What is your opinion about sales promotion activities of Midas?

Excellent [ ]

Good [ ]

Average [ ]

Poor [ ]

Very poor [ ]

8. Influence of advertisement on customers

Yes [ ]
No [ ]
9. Are you satisfied with the availability of Midas treads
Extremely satisfied [ ]
Slightly satisfied [ ]

Very satisfied [ ]

Moderately satisfied [ ]

Not at all satisfied [ ]

10. Satisfaction towards credit terms

Extremely satisfied [ ]
Very satisfied [ ]
Moderately satisfied [ ]
Slightly satisfied [ ] Not at all satisfied [ ]
11. Do the vehicle owners specify the brand
Yes [ ]
No [ ]
12. Midas offers quality products !
Excellent [ ] Very good [ ] Good [ ] Poor [ ] Very poor [ ]
13. What do you feel about price of Midas treads
Very high[ ] High[ ] Competitive[ ]
Low[ ] Very low[ ]
14. Which of the following parameter is most important influencing factors in
customers in purchase decisions
Quality [ ]

Price [ ]

Service [ ]

Design [ ]

Availability [ ]

15. What is your mode of payment?

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Holy Grace Academy of Management Studies

Cash [ ]

Cheque [ ]

Online payment [ ]

Credit [ ] Advance [ ]

16. What is the time gap between placing the order and receiving goods?
1-2 days [ ]

3-5 days [ ]

6-8days [ ]

9-12 days [ ]

17. Rate your satisfaction level about Midas.

Extremely satisfied [ ] Very satisfied [ ]
Slightly satisfied [ ]

Moderately satisfied [ ]

Not at all satisfied [ ]

18. Suggest the areas that needs improvements

Thank you for your co-operation.

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