TABLE OF CONTENTS

PART-I
1.

CHAPTERS

Introduction

Company Profile

Marketing Strategy

Scope

Product Profile

Global Presence

Basic Function of Tyres

Golden Rules for Tyres Selection

PART-II
1.

Objective

2.

Research Methodology

3.

Data Analysis

4.

SWOT Analysis

5.

Recommendations

6.

Conclusion

7.

Limitations

8.

Bibliography

 Questionnaires
INTRODUCTION
In todays world of intense competition and rapid dynamism, all the companies worldwide
are tuning their focuses on the customer. Suddenly, the customer had succeeded in capturing all
the attention of the companies towards him, so much so, that the once famous maxim, customer
is the god has become so true and relevant today. There has been a paradigm shift in the
thinking of these companies and none other then the customer has brought this about.
Earlier there was a sellers market, since goods and services were in short supply and the
sellers use to call the shots. But, ever since the advent of the era of globalization, there has been
total transformation in the way the customers being perceived. Today, marketers are directing their
efforts in retaining the customers and customers base. Their focus has shifted towards integrating
the three elements people, service and marketing.
The customers importance has assumed imponderable proportions in todays world,
because of the inherent value that the customers command. A customers can make or break a
company. It is the responsibility of every company to see that all its customers are equally
satisfied with them, for one single dissatisfied customer will tell at least nine others about the
dissatisfaction and will spark off a chain reaction and spell doom for that company. In such
scenario, retention of the existing customers assumes diabolical proportion. Research has thrown
light on some important aspects of customers retention it has been proved empirically that
acquiring new customers can cost five times more than the cost involved in satisfying and
retaining current customers.
In the past, the customers was taken for a ride, as there were not many players in the fields,
not much importance was attached to product safety, quality, service and product appeal. The
attitude of the manufacture was that of caveat emptor. Thanks to the government policies on
liberalization, globalization and privatization (LPG), the market scenario has changed today.
Today, the customer has a host of defense mechanism like the customers protection laws,

regulation of the government, the powerful hands of the organization, customers courts, switching
to substitute or competitors that offer at competitive prices, etc. The maxim, caveat emptor
has been replaced by caveat venditor.
In the past, after sales service was consider as a cost center, Companies were lethargic in
attending to customers complaints. Availability of trainee service personal and quality genuine
spare parts posed serious problems. However, with the rising competition, there could not be
much product differentiation, as price and quality were comparable and latest technology was to
each and every company in the field. Since, there could not be much differential a tangible assets,
the companies concentrated on the intangible assets, namely the service factor, which served
as a major differentiator. Today after sales service is an important aspect of every company, and it
is no more considered as a cost center, but considered as a profit center. Every organization strives
hard to retain its existing customers at any cost since it is five times costly to get a new customers,
then to retain an existing customers. Today most of the industries use information technology to
best services to their customers.

HISTORY OF APOLLO TYRE COMPANY

People deliver innovation
Innovations deliver success
A few of the difference our people made
1975

Inception

1976

Registered as a company

1977

First Plant commissioned in Perambra(Cochin, Kerala)

1991

Second Plant commissioned in Limda (Baroda, Gujarat)

1995

Acquired Premier Tyres in Kalamassery (Cochin, Kerala)

1996

Exclusive Tubes Plant Commissioned in Ranjangaon (Pune, Maharastra)

2000

Exclusive Radial Capacity established in Limda

2000

Established APOLLO TYRES Health Care Clinic for HIV. Aids awareness

2008

Expansion of passenger car radial capacity to 6600 tyres per day

2009

Production of Indias first H-Speed rated tubless passengers car radial tyres

2011

Support in setting up Indias first emergency medical service in Baroda

2011 APOLLO TYRES health care clinic in Udaipur in Rajasthan and Kanpur in Uttra
Pradesh
2012

Expansion of passenger car radial capacity to 10000 tyres per day

2013

Expansion of passenger car range to include 4x4 and all terrain tyre

2014
2014

Acquired Dunlop tyres international in South Africa and Zimbabwe

Opening of Apollo tyres health care clinic in Ukkadam, Tamilnadu

2015

Launch of Dura Tread, trading material and solutions

2015 Launch of Indias first range of ultra high performance V and W-speed rated
passenger car radial
2015

Launch of Regal Truck and Bus radial tyres

2015

Launch of Dura tyres, retreaded tyres from Apollo

2015

Launch of the Apollo Tennis Initiatinve and Mission 2018

Apollo Tyres Ltd is a high-performance company and the leading India tyre
manufacturer. Head quartered in Gurgaon, a corporate-hub in the National Capital Region of
India, Apollo is a young, ambitious and dynamic organisation, which takes pride in its unique
identity. Registered as a company in 1976, Apollo is built around the core principles of creating
stakeholder value through reliability in its products and dependability in its relationships.
Apollos present strength and market dynamism steps from its early years of strife in establishing
itself as a tyre manufacturer within the closed Indian economy. Over two decades, Apollo
worked on a portfolio of products, tuned to customer needs and an array of innovative marketing
initiatives to establish itself as a leader in its home market. Some of these include segmenting
customers by their load and mileage requirements, running tyre loyalty programmes, establishing
customer contact programmes which resulted in better health and driving habits, introducing
Indias first farm radials and Indias first range of high-speed tubeless passenger car tyres. For
the first time, in 2006 Apollo ventured outside India in its quest to test itself outside its home
comforts. Apollo acquired Dunlop Tyres International Pty Ltd in South Africa (since renamed as

Apollo Tyres South Africa Pty Ltd) and Zimbabwe, taking on southern Africa as the second
domestic market. The company holds brand rights for the Dunlop brand across 30 African
countries.
In 2009, Apollo acquired Vredestein Banden B V in the Netherlands, and thereby adding
Europe as its third crucial market. The company currently produces the entire range of
automotive tyres for ultra and high speed passenger cars, truck and bus, farm, Off-The-Road,
industrial and specialty applications like mining, retreaded tyres and retreading material. These
are produced across Apollos eight manufacturing locations in India, Netherlands and Southern
Africa. A ninth facility is currently under construction in southern India, and is expected to
commence production towards the end of 2009. The major brands produced across these
locations are: Apollo, Dunlop, Kaizen, Maloya, Regal and Vredestein. In the three domestic
markets of India, Southern Africa and Europe, Apollo operates through a network of branded,
exclusive or multi-product outlets. In South Africa the branded outlets are called Dunlop Zones,
while in India they are variously named Apollo Tyre World (for commercial vehicles) and Apollo
Radial World (for passenger cars). Exports out of these three key manufacturing locations reach
over 70 destinations across the world, with key comprising Europe, Africa, the Middle East and
South-East Asia. For Apollo Tyres, offering the right product to the right customer is essential.
Special efforts are made to understand customer needs and segment the market accordingly.
After which, products are developed for niche applications within a larger category to enable the
company to provide efficient, fuel and cost-saving products to each customer segment.
Innovation has always been an integral part of the Apollo way of doing business, this applies as
much to product development and marketing as to how the company as a whole is focused on
challenging existing boundaries. An integral part of the Apollo Tyres world is its community
involvement and giving programmes directly related to its business. In India, the focus has
always been on finding ways to ensure a direct benefits to customer groups. For the commercial
vehicle community the company runs extensive HIV-AIDS awareness and prevention
programmes and has established Health Care Clinics across the country to cater to the
communitys health needs. For passenger car customers the focus is on cultivating Safe Driving
habits. Across its manufacturing locations, the key initiatives revolve around health and
education programmes. Apollo is one of the largest corporate investors in developing sporting

talent through its Mission 2018, which is focused on nurturing and training youngsters in the
sport of tennis to enable an Indian to win a Singles Grand Slan Championship by the year 2018.

MARKETING STRATEGY
Strategic thinking is key to the evolution of successful marketing strategies of APOLLO
tyre. This involves the following analyses:
(a) Understanding markets: Strategic perspective of the market requires skilful analysis of
the trend and how they affect the market size and demand for the firms product.
(b) Finding market niches: Price, service, convenience and technology are some of the
niches in Indian market.
(c) Product and service planning: Analysis of the customers promotion of the brand, both
of the firm and competitors, besides an analysis of the situation in which the customer uses
the product.
(i)

Distribution: Structural changes in inventory management, mobile distribution

are some of the key factors that are going to affect the distribution process in the Indian
market.
(ii)

Managing for result: With pressure on costs, prices, and margins, marketers will

have to make effective utilization of every rupee spent in marketing.

Market opportunity of Apollo tyres:Identification of market opportunity is critical before the management of affirm takes a
decision to launch or diversify in any product area. This involves analysis of the following:
Size of the market
Marketing strategies and the extent and quality of services rendered by other firm in
the industry.
Market programmed required to satisfy market wants

 Identification of key success factors in an industry and linking them to a firms

strengths and weakness
Market opportunity
(a)

Size of the market

(b)

How well the market is served

(c)

Prospective inches

(d)

Marketing mix required to succeed

(e)

Core competencies required

MARKETING MIX
A Marketing mix is the division of groups to make a particular product, by pricing,
product, branding, place, and quality. Although some marketers[who?] have added other P's, such as
personnel and packaging, the fundamentals of marketing typically identifies the four P's of the
marketing mix as referring to:1.

Product
2.

Price

3.

Promotion

4.

Place

Product

A tangible object or an intangible service that is mass produced or manufactured on a large

scale with a specific volume of units. Intangible products are often service based like the tourism
industry & the hotel industry. Typical examples of a mass produced tangible object are the tyre. A
less obvious but ubiquitous mass produced service is a computer operating system.

Price
The price is the amount a customer pays for the product. It is determined by a number of factors
including market share, competition, material costs, product identity and the customer's perceived
value of the product. The business may increase or decrease the price of product if other stores
have the same product.
Place
Place represents the location where a product can be purchased. It is often referred to as
the distribution channel. It can include any physical store as well as virtual stores on the Internet.
Promotion
Promotion represents all of the communications that a marketer may use in the
marketplace. Promotion has four distinct elements - advertising, public relations, word of mouth
and point of sale. A certain amount of crossover occurs when promotion uses the four principal
elements together, which is common in film promotion. Advertising covers any communication
that is paid for, from television and cinema commercials, radio and Internet adverts through print

media and billboards. One of the most notable means of promotion today is the Promotional
Product, as in useful items distributed to targeted audiences with no obligation attached. This
category has grown each year for the past decade while most other forms have suffered. It is the
only form of advertising that targets all five senses and has the recipient thanking the giver. Public
relations are where the communication is not directly paid for and includes press releases,
sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth is
any apparently informal communication about the product by ordinary individuals, satisfied
customers or people specifically engaged to create word of mouth momentum. Sales staff often
plays an important role in word of mouth and Public Relations. Broadly defined, optimizing the
marketing mix is the primary responsibility of marketing. By offering the product with the right
combination of the four Ps marketers can improve their results and marketing effectiveness.
Making small changes in the marketing mix is typically considered to be a tactical change.
Making large changes in any of the four Ps can be considered strategic. For example, a large
change in the price, say from $19.00 to $39.00 would be considered a strategic change in the
position of the product. However a change of $131 to $130.99 would be considered a tactical
change, potentially related to a promotional offer.
The term "Marketing Mix" however, does not imply that the 4P elements represent
options. They are not trade-offs but are fundamental marketing issues that always need to be
addressed. They are the fundamental actions that marketing requires whether determined
explicitly or by default.

SCOPE

The scope of the study has been limited to a few tyres manufacturing majors. It does not
extend to all the segments available in the market.
Only Varanasi district has been covered in this study. Any development in the tyre market
after July 2009 is beyond the scope of this study.

Product Profile
The Apollo Tyres ltd. Is leading company for all tyres-manufacturing company in India
and The Apollo Tyres Company manufacturing the tyres for the entire segment (TRUCK, LCV,
PCR, FARMS, OTR).

H/V speed rated

Excellent handling at high speeds
Optimum wet and dry performance
Low external and in-cabin noise levels
for a comfortable ride

V/W speed rated with superb wet and dry performance

and exceptional driving pleasure
Innovative asymmetric tread pattern
for maximum performance
Special silica tread compound for better fuel economy
and wet performance
Rim protector

W/Y speed rated with a quick steering response

for a sporty performance
Unidirectional V-shaped tread design resists aquaplaning
Excellent handling at high speeds
Special silica tread compound for better fuel
economy and wet performance

S/T speed rated

Reinforced tyre construction for long life
Visual alignment indicator for detecting
any misalignment wear in the tyre
Especially designed for low noise

MC 20

SH 41

SC32-SUV

SE 66

SH 19

SG 47

GLOBAL PRESENCE
Global partnerships, global reputations
Apollo opened its first tyres plant in Perambra, 1977. Since then, we have grown to
become one of the world's biggest and most respected tyre brands. our operations are now
worldwide.
For location details, please visit our global locations section.
Working for you
Many of the worlds leading vehicle manufacturers - including Audi, BMW, Indica,
Sumo, Toyota, Qualis - trust Apollo and fit our tyres as standard. Our tyre designers work closely
with manufacturers. We also involve our India, South Africa and Zimbabwe sister companies to
provide the latest research and development, testing and manufacturing facilities.
For more information on original equipment fitment manufacturers. Wherever you are of
distribution centres, we also supply many retailers, including our retail chain, Hi-Q Tyres. Use this
section to find all the facts and information on Apollo's heritage, policies, global presence and
commitment to the future.

Locations in India

Limda, Baroda, Gujarat

In operation since 1991
Products manufactured
Passenger car radial
Truck and bus radial & cross-ply
Light truck radial & cross-ply
Farm radial & cross-ply

Perambra, Cochin, Kerala

In operation since 1977
Products manufactured

Organizational structure of Apollo Tyre

GOALS OF APOLLO AND THE ENVIRONMENT

At Apollo, we are committed to protecting and respecting the environment. Leading
vehicle manufacturers use our tyres as original equipment because they trust and respect our
quality, development techniques and innovation. However, this alone is not enough. We must also
meet the demands of the environment by adopting sustainable practices and using our resources
more efficiently. We practice the latest manufacturing and management techniques and work only
to the highest standards as outlined in international standards.

In practice
Here are some of our activities:

Introduction of an Environmental Management System (EMS) as part of our integrated

quality, environment, health and safety management system .

Promotion of EMS to our customers, suppliers and contractors .

Environmental performance targets to meet our legal, operational and business

requirements.

Regular audits and reviews on our environmental performance

Environmental awareness training for all directors and senior management .

Appointment of environmental co-ordinators to ensure our EMS is implemented and

maintained in line with ISO 14001

Continual re-alignment of our environmental policy and business objectives

TYRES SAFETY
(TYRES MAINTENANCE - YOUR MOST IMPORTANT SAFETY ITEM)
Your tyres are the only contact between you and the road and, like your vehicle, they too
require regular maintenance.
HERE ARE A FEW TIPS
Check your tyre pressures regularly, once a fortnight is recommended and ideally when
your tyres are cold. Inspect tread and sidewalls for cuts and abrasions, bulges, unusual wear and
road damage. If the tyres receives a severe impact, ask your tyres retailer to check for internal
damage. Do not repair cuts in sidewalls of radial play tyres. Avoid using 'sealants' or other liquid
preparations to prevent deflation. These may cause the valve to stick open slightly, causing
pressure

loss

and

indirectly

causing

corrosion

of

steel

belts.

Driving on under inflated tyres is almost certain to cause serious damage, always inflate
tyres to the suggested pressure. Take action immediately to rectify any unusual sounds or
vibrations. Tyre balance and vehicle wheel alignment should be checked regularly, (ie every
10,000km), especially if your tyres are subjected to rough roads or aggressive driving.

Tyre wear on front wheel drive vehicles is a little higher and therefore, attention to tyre pressures
as well as rotation should be made on a regular basis.
Tyre Pressure
Maintaining the correct pressure is the easiest, yet most important thing you can do to get
the best performance, economy and safety from your tyres. Information relating to the correct
pressure should be available from your vehicle's tyre placard however, considering these points
may help:
HERE ARE A FEW TIPS
Different driving conditions require different pressures. For example, a higher pressure is
usually recommended for high speed driving or when carrying or towing a heavier than normal
load. Seek advice on what is the best for you and your car. Tyres pressure should be checked when
tyres are cold, as pressures will increase when tyres warm up.
Under inflation of tyres can cause them to experience uneven or rapid tread wear, as well
as lead to an increase in fuel consumption. In addition, under inflation reduces your vehicles
braking and handling capabilities, and can ultimately lead to serious tyre failure. Where possible,
carry your own tyre pressure gauge. Sealing valve caps must ALWAYS be used, the best being the
metal type. If you require any assistance with the pressure of your tyres, see your local tyre
retailer.
TYRE ROTATION
Regular rotation of tyres is a proven method for promoting even wear and therefore
extending tread life. If uneven wear has occurred, this may be due to worn suspension
components, vehicle misalignment or incorrect tyre balance. These concerns cannot be corrected
by simply rotating the tyres. Your local tyre retailer should correct these problems.

Front to back same side rotation is acceptable when tyres are wearing unevenly. If the
spare is included in the rotation it should be exchanged with the tyre allocated to the right hand
rear position.

Basic Function of Tyres

1.

To roll

2.

To carry a load

3.

To steer the vehicle

4.

To transmit braking force and power output

5.

To absorb(noise and mechanical vibration)

6.

To last

7.

To handle speed

8.

Low noise

9.

Low rolling resistance

10.

To look goods

THE GOLDEN RULES FOR TYRE SELECTION

1.

This rule applies to all categories of tyres, with the exception of passenger.

2.

Fit the largest Tyre size possible, as recommended by the vehicle.

3.

Use the lowest ply rating-this does not apply in the case of steel cord Radial Truck tyres.

4.
Recommend the correct Tyre Pressure for the Tyre size Ply rating, Load and operating
condition.
5.

This pressure should ideally be as low as possible, without under inflating the tyres.

OBJECTIVE

To understand the consumer behavior and perception about Apollo Tyres

To assess the relative competitive position of Apollo tyres in the minds of the consumer
and dealers.

To determine the market share of Apollo tyres in Varanasi.

To determine the mind share and heart share.

To compare the performance of major market player with respect to their 4 Ps.

To determine the positioning strategy.

Research Methodology
Every project work requires research, successful completion of any project and getting the
genuine results from that depends upon the research method used by the researcher. The whole
research process used by us is as follows:1.

Problem Formulation

2.

Research design

Sample design

4.

Source of data
(a)

Primary source of data

(b)

Secondary source of data

(c)

Collection of data

(d)

Analysis of data

(e)

Interpretation of data

(f)

Project report and writing

Research
Research can be defined as a careful investigation or inquiry especially through search for
new facts in any branch of knowledge. Redman and Mory defines research as a systematized
effort to gain new knowledge.

Marketing research
Marketing research is the systematic gathering, recording and analysis of data about
marketing problems to facilitate decision-making. Marketing research is the systematic design,
collection, analysis and reporting of data and finding relevant to a specific marketing situation
facing the company.

Type of Market Research

Marketing research is now placed under the control of some staff executive to provide
adequate information to the line of management. In these days of specialization, various types of
marketing research are adopted.
There are five major types of marketing research with several sub types.
1.

Marketing performance research

2.

Product research

3.

Promotion research

4.

Distribution research

5.

Pricing research

Methods of data collection

The key for useful systems is the selection of the method for collecting data and linking it to
analysis and decision issue of the action to be taken.
The accuracy of the collected data is of great importance for drawing correct and valid
conclusions from the detailed investigations.

There are two types of data primary and secondary.

1.

Primary data: - The primary data are those which are collected a fresh and for the first

time and thus happen to be original in character. There are several methods of collecting primary
data, particularly in survey and descriptive researches.
Some important methods of collecting primary data are:
a. Observation Method
b. Interview Method
c. Questionnaire
d. Schedules
2.

Secondary data: - Secondary data are used means that are already available i.e. they refer

to the data which have already been collected and analyzed by someone else and which have
already been passed through the statistical process. Secondary data may either be published data
or unpublished data.

COLLECTION OF DATA THROUGH OBSERVATION

We also use this method for the purpose of data collection. In this method we have taken
the sample of 100 vehicle models like INDICA, SENTRO, WAGONR, TATA SUMO, TOYOTA,
ZEN,SCORPIO, BMW, OCTAVIA, JAZZ, and QUALIS etc (four Wheelers).
Through my personal observation I have observed the tyres used in the above models and
presented them graphically.
This observation was done in the various areas of Varanasi like Nadeshar, Cant.Station, Taj
Hotal, Patal Nagar, Chauka Ghat, Andhra Pull, Raja Talab, Lahartara, Rohaniya, Vishal Travel,
and PCF Plaza, etc.

PROJECT
CONSUMER BEHAVIOR & MARKET SHARE OF APOLLO TYRES
Objective: - Analysis of Fitment of APOLLO TYRES by the personal contact, Interview,
questionnaire & fitment survey.
Place: - VARANASI
Sample Size: (a) 100 Customer data collection
(b) 3 campaign
(c) Fitment survey of 100 vehicles
Methodology: - The data collected by two methods.
I.
II.

Primary data collection.

Secondary data collection.
In primary data collection, we have data collect from the personal contact, interview,

schedules and questionnaire. In secondary data, The data are also available and we have observed
through net and company.
UTILITY: - From the collection of data we analyses the consumer behavior & market share of
various brand of Apollo Tyres & take valuable information of tyre industry.
Results: - The result is divided into the following categories:A:-FITMENT SURVEY
o Analysis of Front Tyres.
o Analysis of Rear Tyres
o Over all Analysis (Front + Rear)

Analysis
ANALYSIS OF FRONT TYRES
COMPANY

NO. OF TYRES

% SHARE
(Four

BRIDGE STONE

34

17 %

JK

38

19 %

CEAT

16

8%

APOLLO

48

24 %

MRF

56

28 %

OTHERS

1%

Wheelers) (200 Tyres)

GRAPHICAL REPRESENTATION OF MARKET

SHARE IN PASSENGER CAR RADIAL (Four Wheeler Front Tyres) VARANASI.

% SHARE

NO. OF TYRES

PERCENTAGE OF TYRES
BRIDGE STONE
JK
28%

3%1%

CEAT

17%
19%
8%

G
CE
O
YE OO
A
T
A
M
A TD
JK P
O RFR HE
LL
R
S
O

24%

APOLLO
MRF
GOOD YEAR
OTHERS

60

50

ANALYSIS OF REAR TYRES

40
PASSENGER CAR (Four Wheelers) (200 Tyres)

30

COMPANY

NO. OF TYRES

% SHARE

BRIDGE STONE

43

21.5 %

JK

40

20 %

12

6%

APOLLO

55

27.5%

MRF

38

19 %

GOOD YEAR

4%

OTHERS

2%

20
10
0

BR
ST IDG
CEAT ON E
E

GRAPHICAL REPRESENTATION OF MARKET

SHARE IN PASSENGER CAR RADIAL (Four Wheeler Rear Tyres) VARANASI

% SHARE

NO. OF TYRES

PERCENTAGE OF TYRES
BRIDGE STONE
JK
19%
28%

4% 2%

CEAT

22%

APOLLO
20%

6%

MRF
GOOD YEAR

G
YER OO
CAEP M
D
AOTL AFROT
LO
H
ER
JK
S

OTHERS

60
50
40
30
20
10

BR
ST ID
O GE
N
E

OVER ALL ANALYSIS (FRONT+REAR)

Passenger Car Radial (Four Wheeler) (400 TYRES)
COMPANY

NO. OF TYRES

% SHARE

BRIDGE STONE

77

19.25 %

JK

78

19.5%

CEAT

28

7%

APOLLO

103

25.75 %

MRF

94

23.5 %

GOOD YEAR

14

3.5 %

OTHERS

1.5 %

GRAPHICAL REPRESENTATION OF MARKET

SHARE IN (Four Wheeler Rear Tyres) VARANASI

% SHARE

NO. OF TYRES

PERCENTAGE OF TYRES
BRIDGE STONE
4% 2%
24%

JK
19%

CEAT
20%

26%

7%

APOLLO
MRF
GOOD YEAR

G
YE OO
CAEP M
R
O D
AOTL AFRTH
LO
ER
JK
S

OTHERS

120
100
80
60
B: - CUSTOMER MEETING
40
Meeting with Four wheeler owners:-

20

B
ST RID
O GE
N
E

A-Nadeshar
B-Patel Nagar
C-Taj Hotal
D-Vishal Travels
E-Chauka Ghat
F-Cant-Station

G-Andhra pull
H-Raja Talab

C:-CAMPAIGN
Nadeshar
Taj Hotal
Chauka Ghat

ANALYSIS OF CUSTOMER MEETING AND CAMPAIGN

When we asked about the general rating that customers might give to Apollo Tyres has
whole the feed back that they gave was as follows approx 23% customer said that Apollo Tyres is
excellent and 56% customer said that Apollo Tyres is very good, 21% customer said that Apollo
Tyres is average and know body is said that Apollo Tyres is below average. The graph below
shows the following information.

When asked about where do most of the customers go for purchasing Apollo Tyres the feed back
that were received from customers are as follows around 75% customer said that they purchase
Apollo Tyres from the exclusive dealer of Apollo Tyres, 20% customer said that they purchase
from MBDs (Multi brand dealer ) so that they could make a comparison of cost between Apollo
and other brands available and rest 5% customer said that they purchase Apollo Tyres from other
tyres traders the graph below gives better information.

80%
70%
60%
50%
40%
30%
20%
10%
0%
Exclusive Dealers

Multi Brand Dealers

Other Tyre Dealers

When asked about how easily customer get Apollo Tyres the response was follows approx
82% customer said that they get Apollo Tyres very easily whenever they require them from the
nearest dealer and 18% customers said that there is always a scarcity of the most popular brands
of Apollo Tyres Ltd. Such as Aspire, Acelere Sportz, Acelere, Hawkz and Amazer XL .

The Graph below shows the exact position.

90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Readily Available
Not Readily Available

% AGE OF SATISFIED AND DISSATISFIED USER OF

APOLLO TYRES

DISSATISFIED

SATISFIED

The 83% customers are fully satisfied with the Apollo Tyres and just 17% customers are
not satisfied with the Apollo Tyres . We met the different customers. Customer said that the
quality of Apollo Tyre is very good. Tyre is very costly but the performance of Apollo Tyre is
better than other tyres. They said that the claim policy of Apollo Tyre is very good. Several
customers are very friendly and the Co-operate in our work but few customers behaved very
rudely. Customers are happy with the campaign and they said that they gain a lot of knowledge
from the campaign and they said that campaign should be organized continuously in different
area.
These things give us a good experience and obtain good knowledge about customers
attitude.

SWOT ANALYSIS
STRENGTHS

Heavy range of products.

Brand awareness

Best promotion by display

Advertisement

WEAKNESSES

SVS depended on APOLLO

Shortage

No proper replacement of damage

Low margin for shopkeeper

No proper inspection of salesman

OPPORTUNITIES

addition of outlet

Improve the market of APOLLO TYRES by giving some more advantages

More satisfaction from local wholesale market, they can deduct the

THREATS -

number of outlets.

Dissatisfaction due to improper handling

Without proper inspection, salesman may be careless.

RECOMMENDATION
In our market analysis I found many block hole in marketing strategy and Apollo product
Existing product want some improvement according change of technology , competition and
spread of market.
In our experience which I get within 45 days . I would like to suggest following points.
1. Made heavy duty tyre according demand of customer.
2. Expand its advertisement , emphasis on personal advertisement.
3. Open more outlet in order to insure availability of product (tyre) in VARANASI
market.
4. Make claim policy easy and give claim on demand.
5. To give more discount and gift in order to competite its competitor
6.

Provide facilities to payment in installment.

7. To provide cheaper tyers with advanced quality .

8. To make better study of its competitors strategy for monopoly in market.

CONCLUSION
1. The market share of Apollo Tyres In Varanasi more then 25.75 % in Four wheeler
2.
3.
4.
5.

Segment(Passenger Car Radial).

Approximately 87% customers are satisfied with the Apollo Tyres .
Rate of Apollo Tyres are not high against with the other Company tyres.
After sale service (Claim) of Apollo Tyres is very good.
Approx 82% customer said that they Apollo Tyres very easily whenever they require them

from the nearest dealer.

6. Around 75% customer said that they purchase Apollo Tyres from the Exclusive dealer of
Apollo Tyres Ltd.

LIMITATIONS
1. Survey represent only Apollo market position:- Because this survey is conducted in
Varanasi . So we can not imagine through it nation level market position of Apollo tyre.

2. Non respondent:- In this survey many respondent are included which give no idea
according our survey objective .
3. Sample size is limited:- In this survey I take only 400 unit as sample size. The conclusion
is find out through this sample size. So it not represent all market.
4. Time is limited:- This survey is done within 6 to 7 week, so it may be possible that some
aspect may be left.
5. Falls information:- In this survey we can not say that every information correct because
many respondent gives falls information it may more positive or negative.
6. Financial problem:- Money play very important role in any work in this survey there is
also effect of finance because I have limited finance.

BIBLIOGRAPHY

MARKETING MANAGEMENT:By Philip Kotler

RESEARCH METHODOLOGY:By C.R. Kothari
WEBSITES:www.apollotyres.com
www.google.com
www.weekypedia.com

QUESTIONNAIRE
Name-

KM done by vehicle-.

Address-

Condition of Tyres-...

...

Mobile no.-.

1:- Have you heard of Apollo Tyres in PCR ?

(a) Yes

(b) No

2:- Are you satisfied with the radial car of Apollo Tyres ?
(a) Yes

(b) No

(c) Dont know.

3:- Which brand of Apollo tyres do you use ?

(a) Amazor XL (b) Acelers (c) Hawkz (d) Aspire (e) None of the above.

4:- Which tyre do you prefer in your used TL or TT.

5:- Which company TL tyre do you used ?
(a) MFR (b) Apollo (c) Michelin (d) CEAT (e) JK (f) other.

6:- Which company TT tyre do you use ?

(a) Apollo (b) MRF (c) Michelin (d) Bridge stone (e) JK (f) CEAT

7:-

which company tyre do give maximum mileage ?

(a) Apollo (b) MRF (c ) Michelin (d) Bridge stone (e) CEAT (f) JK

8:- Which company produce better after sales service?

(a) Apollo

(b) MRF

(c) Michelin (d) Bridge stone (e) CEAT (f) JK

9:-

What type of warranty should company give ?

(a) Conditional

10:-

(b) Unconditional

Which company give fastest claim ?

(a)Apollo (b) MRF (c) Michelin (d)Bridge stone (f) None of the above

11:- What is time period you change the tyres?

(a) > 1 year (b) > 2 year (c ) > 3year

12:-

Which company tyre is maximum accepted by the customer?

(a) Apollo

13:-

(b) MRF (c ) Michelin (d) Bridge stone (e) JK

What is the life expectancy of Apollo tyre?

(a) > 1 year

14:-

(d) >4 year (e) none of the above

(b) > 2 year (c ) > 3year

(d) >4 year

(e) none of the above

Which brand of Apollo in PCR gives maximum services?

(a) Hawxz

(b) Acelere

(c) Amazor xl

(d) Aspire (e) dont know

15:- Which brand of other company do you like most on the grand of design and
service?
(a) MRF

16:-

(b) JK

How to promote the Apollo tyre in the market?

(a) Print media

17:-

(c ) CEAT (d) Bridge stone (e) Yokohoms (f) Michelien

(b)Electronic media (c )Service CAMP

(d) Consumer meet (e) Other

If you are not satisfied please give some suggestions ?

Signature-
Date-