CONTENTS

Executive Summary:
a. Introduction
b. About Tyre industries in India
(Background, key issues, Review of performance)
c. Growt of Tyre Industries
d. !arious Types of Tyre segment
JKs Brief profile (Company)
a. About "#
b. $ission % !ision
c. $arketing strategy
d. &'(T ana)ysis
e. (rgani*ationa) structure
Barinarayan ru!!ers "vt# $t# (Company)
O!%ectives of t&e stuy
Nee for t&e stuy
$imitation of t&e stuy
'esearc& (et&oolo)y of t&e stuy
Data analysis & Interpretation
*inin)s
Su))estions
Conclusion
Bib)iograpy
Anne+ure
,
Executive Summary:
a# +!out Tyre inustries in ,nia
!# -ro.t& of Tyre ,nustries
c# /arious Types of Tyre se)ment
JKs Brief profile
(Company)
a# +!out
JK
!# (ission
0 /ision
c# (ar1eti
n)
strate)y
# S2OT
analysis
e# (ar1eti
n)
Or)ani3
ation
-
Executive Summary
a# ,ntrouction
In today.s wor)d of intense competition and rapid dynamism, a)) te companies
wor)dwide are tuning teir focuses on te customer. &udden)y, te customer ad
succeeded in capturing a)) te attention of te companies towards im, so muc so, tat
te once famous ma+im, /customer is te god0 as become so true and re)evant today.
Tere as been a /paradigm sift0 in te tinking of tese companies and none oter ten
te customer as brougt tis about.
1ar)ier tere was a se))ers market, since goods and services were in sort supp)y and
te se))ers use to ca)) te sots. But, ever since te advent of te era of g)oba)i*ation,
tere as been tota) transformation in te way te customers being perceived. Today,
marketers are directing teir efforts in retaining te customers and customers. base. Teir
focus as sifted towards integrating te tree e)ements peop)e, service and marketing.
Te customer.s importance as assumed imponderab)e proportions in today.s
wor)d, because of te inerent va)ue tat te customers command. A customers can
/make or break0 a company. It is te responsibi)ity of every company to see tat a)) its
2
customers are e3ua))y satisfied wit tem, for one sing)e dissatisfied customer wi)) te)) at
)east nine oters about te dissatisfaction and wi)) spark off a cain reaction and spe))
doom for tat company. In suc scenario, retention of te e+isting customers assumes
diabo)ica) proportion. Researc as trown )igt on some important aspects of customers.
retention it as been proved empirica))y tat ac3uiring new customers can cost five times
more tan te cost invo)ved in satisfying and retaining current customers.
In te past, te customers was taken for a ride, as tere were not many p)ayers in te
fie)ds, not muc importance was attaced to product safety, 3ua)ity, service and product
appea). Te attitude of te manufacture was tat of /caveat 4 emptor0. Tanks to te
government po)icies on )ibera)i*ation, g)oba)i*ation and privati*ation (56G), te market
scenario as canged today. Today, te customer as a ost of defense mecanism )ike
te customers protection )aws, regu)ation of te government, te powerfu) ands of te
organi*ation, customers. courts, switcing to substitute or competitors tat offer at
competitive prices, etc. Te ma+im,0 caveat 4 emptor0 as been rep)aced by /caveat
venditor0.
In te past, after sa)es service was consider as a cost center, 7ompanies were )etargic in
attending to customers comp)aints. Avai)abi)ity of trainee service persona) and 3ua)ity
genuine spare parts posed serious prob)ems. 8owever, wit te rising competition, tere
cou)d not be muc product differentiation, as price and 3ua)ity were comparab)e and
)atest tecno)ogy was to eac and every company in te fie)d. &ince, tere cou)d not be
muc differentia) a tangib)e assets, te companies concentrated on te /intangib)e assets0,
name)y te /service factor0, wic served as a ma9or differentiator. Today after sa)es
service is an important aspect of every company, and it is no more considered as a cost
center, but considered as a profit center. 1very organi*ation strives ard to retain its
e+isting customers at any cost since it is five times cost)y to get a new customers, ten to
retain an e+isting customers. $ost of te industries today use of information tecno)ogy
to best services to teir customers.
!# +!out Tyre inustries in ,nia
Bac1)roun
Te origin of te Indian Tyre Industry dates back to ,:-; wen <un)op Rubber 5imited
set up te first tyre company in 'est Benga). $R= fo))owed suit in ,:>;. &ince ten, te
Indian tyre industry as grown rapid)y.
Transportation industry and tyre industry go and in and as te two are interdependent.
Transportation industry as e+perienced ,?@ growt rate year after year wit an abso)ute
)eve) of AB? bi))ion ton freigt. 'it an e+tensive road network of 2.- mi))ion km, road
accounts for over AC@ of a)) freigt movement in India.
>
Key ,ssues of tyre inustries
4i)& tax usa)e
Te ig ta+ content on tyres can be gauged from te fact tat te percentage of tota) ta+
to te ta+ e+c)uded price for various categories of tyres is D >>@ for Truck TyreE >,@ for
6assenger 7ar Radia) Tyre, 2C@ for Tractor Rear Tyre and B;@ for Truck Tyre Tube.
,ncrease in ra. material costs
Apart from being capita) intensive, te tyre industry is ig)y raw materia) intensive. Any
cange in te prices of raw materia)s affects te profitabi)ity of tyre companies. Te raw
materia)s used in te manufacture of tyres are rubber and petro)eum derivatives )ike
ny)on tyre cord, carbon b)ack, styrene butadiene rubber and po)y butadiene rubber. Te
most important raw materia) is rubberDnatura) and syntetic. Fatura) rubber (FR), wit
-:@ weigtage in te cost of raw materia)s used by tyre industry, is te igest cost item.
Annua) consumption of FR by tyre industry is 2.C? )ak tonnes, va)ued at Rs. ,> bi))ion.
(ver AC@ of FR consumedG by te industry is procured domestica))y. ,C@ is imported.
In te -??2D?> fisca), as against te $inimum &tatutory 6rice of Rs. 2-.? per kg, te
ru)ing domestic price of FR ad been over Rs. C? per kg. Tis is iger tan te wor)d
rubber prices. 8owever, tis does not entai) te tyre industry p)ayers to import as a
number of restrictions are imposed on te import of FR. FR can be imported on)y
troug two portsDBanmore, $orena % !isakapatnam. Te customs duty on import of
natura) rubber is -?@, wit ,?@ under Bangkok Agreement. 8owever, tis is not
re)evant, as FR is not cu)tivated in &out #orea, Bang)ades % 7ina (signatories under
te Bangkok Agreement). 8ence, FR can be sourced on)y from &ri 5anka (under te
IndoD&ri 5anka Agreement), wic is of bad 3ua)ity. Tus, te options of rubber import
are restricted and te manufacturers ave to re)y on te domestic market for procuring
rubber.
,mport of tyres
<uring te =H-??-, over ,,,?,??? passenger car tyres were imported. A)toug tis
constitutes a sma)) percentage (,.C@) of tota) passenger car tyre production in te
country, since tota) imports are of radia) passenger car tyres, te percentage is iger
wen compared against domestic production of radia) passenger car tyres. A )arge
percentage of imports are from &out #orea at a concessiona) rate of customs duty (i.e.
,C@) under te Bangkok Agreement D as against -?@ norma) rate of customs duty.
1ven toug te Government as imposed a restraint on te import of used tyres into
C
India, occasiona))y tere are reports of import of suc tyres in a c)andestine manner,
sometimes as new tyre at )ow va)ue, since tere is no restriction on import of new tyres or
as tyres under te IotersI category. $any countries suc as "apan, Bang)ades, 6akistan,
6i)ippines, Tai)and, #enya, &out #orea, etc. ave eiter put a comp)ete ban on import
of used tyres or ave p)aced stringent conditions on suc imports.
Tyre Exports
Te product focus of tyre e+ports from India as been Traditiona) Truck Tyres. G)oba))y
tis segment of tyre e+port is srinking due to greater acceptance of radia) tyres. (ver te
years, 7ina as emerged as a ma9or e+porter in bias tyre category. Additiona))y, e+port
of Indian tyres to se)ect countries is sub9ected to nonDtariff barriers (FTBs) by way of
standards, tests, etc. 1+port of ceaper tyres from 7ina to ma9or tyre importing markets,
)ike J&, is adverse)y affecting Indian tyre e+ports to tese markets. IndiaGs sare in
e+ports to tese countries (especia))y J&A) is progressive)y dec)ining. If te trend is not
reversed, Indian tyre industry wi)) find it e+treme)y difficu)t to regain its erstwi)e
position in tese markets. 5ow rate of interest, ceaper e)ectricity tariff, idden subsidies
by te 7inese Government, better infrastructure faci)ities and )ower transaction costs are
factors favourab)e to 7inese tyre industry.
Trens in "rouction5 Consumption5 "rice 0 Capacity 6tili3ation
Te tota) tyre produced in te country was C,.CA mi))ion units in =H-??2 D a ,:@ growt
rate over =H-??-.
C+-' of tyre prouction (in 7)
*8 9::;<=>>;
:7*8 9::;<9::? @7
*8 9:::<=>>; :7
*8 =>>=<=>>; 9:7
Compiled by INGRES
7urrent)y, te si*e of te Indian tyre industry is estimated at Rs. ,-A bi))ion (?.C@ of
Indian G<6), as of =H-??2. Te tota) insta))ed capacity of te Indian tyre industry is
around ;?.C mn units, and te capacity uti)i*ation is around AC@. Te capacity uti)i*ation
improved in =H-??2 fo))owing improved demand from te automotive segment (BC@ in
=H-??,). Additiona))y, in =H-??2, te price rea)i*ation of tyre manufacturers a)so
registered an increase by A@, as against a ?.;@ increase in =H-??-.
;
Aeman Supply -ap
Te demand for tyres is eiter in te domestic market or in te e+port market. As far as
domestic demand is concerned, te (1$ and te rep)acement segments are )ike)y to
witness strong growt given te current performance of te automotive sector. Given te
strong )inkages of tyre industry wit automotives, its demand is )ike)y to be strong over
te sort to medium term. As for te e+port demand for tyres, te out)ook is positive,
even toug some downsides remain.
As regards supp)y of tyres, current)y, te ma9or p)ayers are in te process of e+panding
teir capacities, in anticipation of uptrend in sa)es. =or instance, Apo))o Tyres as set up a
9oint venture wit $ice)in for manufacture and sa)e of bus and truck radia)s. "# is
e+panding its $ysore truck and bus radia) faci)ity a)ong wit eyeing ac3uisitions of
sma))er units. 7eat as increased its offtake by 2 times from 6ire))i. 8owever, a
caracteristic of te Indian tyre industry is tat most of te tyre manufacturers in te past
ad increased capacities in anticipation of a surge in demand, but wen it did not
materia)ise, tey reduced teir addition to capacities. Tus, te demandDsupp)y gap is
)ike)y to be an important issue for te Indian tyre industry over te sort to medium term.
'evie. of "erformance
Overall "erformance
Te operating margin of te representative samp)e of tyre companies improved during
=H-??2. 8owever, te net profit margin of te tyre companies even toug improved,
was sti)) at 2@.
"erformance in *8=>>B
Te tyre industry continues to be driven by good demand growt, prope))ed by sustained
uptrend in demand and sa)es of automobi)es in genera), and commercia) veic)es and
passenger cars in particu)ar. 8owever, tis does not get trans)ated into improved margins
for te industry, as it is witnessing sustained rise in prices of raw materia)s )ike natura)
rubber. Additiona))y, te customs duty on imports as been brougt down from -C@ to
-?@ and &pecia) Additiona) <uty of >@ as been dispensed wit.
Outloo1
Te )eve) of economic activity, performance of domestic automotive industry, and te
faring of te transport sector direct)y inf)uence te performance of te tyre industry in
India. 'it te rep)acement segment dominating te overa)) tyre demand in India, te
industry remains inerent)y vu)nerab)e to economic cyc)es. 'i)e radica)i*ation as
become te norm in te passenger car segment, in te bus and truck tyre segment, its
acceptance is sti)) )imited. Bus and truck radica)i*ation cou)d emerge in te )ong term as
te 3ua)ity of roads improves and te restrictions on over)oading are better enforced. Te
B
practice of reDtreading, wic is gaining increasing acceptance, cou)d pose a ca))enge to
rep)acement demand in te medium term. Te abi)ity of te reDtreading sector to capture
potentia) rep)acement demand wou)d depend on te awareness among customers (of te
benefits of retreading) and a)so te 3ua)ity of retreading done. Given te )ow )eve)s of
penetration of twoDwee)ers and passenger cars in te country, (1$ demand is )ike)y to
increase, wic in turn wou)d pus up rep)acement demand wit a )ag.
Te prospects of tyre e+ports from India appear ea)ty, fo))owing efforts by Indian
companies to increasing)y enter into outsourcing agreements wit tyre producers in
&outeast Asia, 1astern 1urope and 5atin America. (vera)), tyre manufacturers are )ike)y
to tap te e+port market in an effort to boost sa)es. Te increasing e+ports of bus and
truck tyres (crossp)y variety) from India to deve)oping countries is because of te fact
tat deve)oping countries are unab)e to source tem from deve)oped countries as tese are
no more produced tere. Tyre imports are un)ike)y to pose a treat to te domestic
industry, given tat domestic prices are )ower tan internationa) tyre prices.
In te domestic market, tyre manufacturers are e+pected to increasing)y focus on
e+panding teir dea)ersip networks % e+p)ore possibi)ities of tieDups among temse)ves
to penetrate te growing customer base. Tey are a)so )ike)y to pursue innovative
measures (suc as Idia)DaDtyre service and road sows) to improve customer awareness.
Te conso)idation of te Indian tyre industry is )ike)y to continue in te coming years
troug mergers among e+isting p)ayers. Te industry is )ike)y to e+pand troug a
combination of organic and inorganic growt. 'i)e organic growt wou)d come from
raising efficiency )eve)s, inorganic growt wou)d be acieved troug a))iances and
$%As.
c# -ro.t& of Tyre inustries in ,nia
Te Indian tyre industry is e+pected to c)ock a tonnage growt of :D,? per cent over te
ne+t five years, according to a study by 7redit Ana)ysis and Researc 5imited (7AR1), a
noted rating firm tat offers a wide range of rating and grading services across sectors.
'i)e te truck and buses tyres are set to register a 7AGR (compounded annua) growt
rate) of A per cent, te 57! ()igt
7ommercia) veic)es) tyres are poised for a 7AGR of ,> per cent.
According to te 7AR1 study, te growt in te Indian tyre industry wi)) be fue))ed by
te e+pansion p)ans of te automobi)e companies, governmentGs focus on deve)opment of
road infrastructure and sourcing of auto parts by te g)oba) (rigina) 13uipment
$anufacturers ((1$s).
A
8owever, te tyre industry as to grapp)e wit raw materia) price vo)ati)ity, rupee
appreciation and ceap 7inese imports.
Te tyre industry in India recorded a 7AGR of :.;: per cent during -??-D?B.
Te si*e of te industry was estimated at Rs ,:,??? crore in -??;D?B wit a tota)
production of B2; )ak units of tyres.
In -??;D?B, te rep)acement tyres accounted for C2 per cent of te tota) tyre tonnage
offtake, fo))owed by 2, per cent sare of (1$ and ,C per cent by e+ports.
(ut of te B2; )ak ton of tyres, C>, >:,C;? units wort Rs -,;?? crore were e+ported.
Te e+ports from India posted a 7AGR of ,2 per cent in unit terms and ,A per cent in
va)ue terms between -??-D?B.
Te study points out tat on te e+port front, te Indian tyre companies need to e+p)ore
newer markets as te e+isting market for bias truck tyre wic accounts for about >C per
cent of te tota) e+port vo)ume is nearing saturation.
Tis apart, wit rationa)i*ation catcing up in te foreign markets, te Indian tyre
companies need to graduate to radia) tyres so as to protect teir sare in te e+port
market.
At present, radica)i*ation of tyres is )ow in India e+cept for te car tyre market were :C
per cent of te tyres is radica)i*ed wi)e cross p)y tyres is preferred in a)) oter categories.
7ross p)y tyres are preferred owing to poor road conditions, over)oading in trucks, iger
cost of radia) tyres and poor awareness among te tyre users in te country.
Te 7AR1 report observes tat toug te tyre tecno)ogy in India as witnessed severa)
deve)opments wit continuous innovation, te domestic tyre manufacturers sti)) )ag
beind teir g)oba) counterparts in terms of product differentiation.
G)oba) tyre makers offer a wide cange of products )ike tyres wit pressure warning
systems, run f)at tyres, ecoDfriend)y tyres and energy efficient tyres.
# /arious types of Tyre se)ment
Tyres !y Type
:
Te Indian tyre industry produces te comp)ete range of tyres re3uired by te Indian
automotive industry, e+cept for aero tyres and some specia)ised tyres. <omestic
manufacturers produce tyres for trucks, buses, passenger cars, 9eeps, )igt trucks, tractors
(front, rear and trai)er), anima) drawn veic)es, scooters, motorcyc)es, mopeds, bicyc)es
and offDteDroad veic)es and specia) defence veic)es.
Te scenario in India stands in sarp contrast to tat in te wor)d tyre market, were car
tyres (inc)uding )igt trucks) ave te ma9or sare (AA@) by vo)ume fo))owed by truck
Tyres (,-@). In India, owever, passenger car tyres ave a mere ,B@ sare of te overa))
tyre market.
Truc1 an Bus Tyres
Te truck and bus tyre segment accounted for ,:@ of tyres produced in India in =H-??2.
1very truckKbus manufactured generates a demand for seven tyres (si+ regu)ar and one
spare) as against tree in te case of twoDwee)ers and five for passenger cars. In
addition, te price of a truck tyre is significant)y iger tan tat of a passenger car tyre
(roug)y ,? times) or a motorcyc)e tyre. Tus te demand mu)tip)e emanating from te
commercia) veic)e segment is igest in va)ue terms.
Given te regu)ar use and eavy wear and tear of truck and bus tyres, te demand from
te rep)acement market in tis segment worked out to ;A@ of te tota) demand for truck
and bus tyres in =H-??2E te (1$ demand accounted for around :@ te same year. 'it
te Indian manufacturers of crossDp)y tyres focusing on te e+port market, tis segment
accounts for around --@ of te demand for truck and bus tyres.
"assen)er Car Tyres
Te passenger car tyre segment accounted for ,B@ of a)) tyres produced in India in
=H-??2. 'it passenger car production witnessing a growt of ,-@ in =H-??2 over te
previous year, (1$ demand accounted for about 22@ of te tota) sa)es tat year. Te
rep)acement market accounted for around ;2@ of te tota) sa)es of passenger car tyres in
=H-??2. 1+ports accounted for >@ of te tota) passenger car tyre demand in =H-??2.
,?
'it te stock of cars increasing, rep)acement demand is )ike)y to continue.
(otorcycle Tyres
$otorcyc)es accounted for B;@ of twoDwee)ers so)d in te domestic market in =H-??2.
$otorcyc)e tyres constitute te )argest segment of te domestic tyre industry (-:@ of
tota) tyre demand in =H-??2). Te rep)acement market accounted for around >:.A@ of
te tota) motorcyc)e tyres so)d in =H -??2, wi)e (1$ demand accounted for around
C?@.
Scooter Tyres
&cooters were te dominant segment in te Indian twoDwee)er industry ti)) =H,::A,
accounting for around >-@ of domestic twoDwee)er sa)es. 8owever, te introduction of
new motorcyc)e mode)s as seen te sare of scooters dec)ining to ,:@ of domestic twoD
wee)er sa)es in =H-??2. Te (1$ segment accounted for around 2>@ of te tota) sa)es
in te scooter tyre segment in =H-??2, wit te rest being accounted for by te
rep)acement market.
Tyre Aeman !y (ar1ets
/e&icle (anufacturers or OE(s
,,
Te demand from te (1$ segment is a derived one and direct)y corre)ated to te )eve)
of automotive production. Te (1$s demand varies significant)y across categories from
between A@ for truck and bus tyres to over C?@ for some oter segments )ike, 9eeps and
mopeds.
'eplacement (ar1et
Te rep)acement market, inc)uding &tate transport undertakings and Government buying,
accounted for around C:@ of te tota) tyre demand in =H-??2. Te demand in te
rep)acement market depends on te veic)e popu)ation, te )eve) of economic activity, )ife
of te products transported, ki)ometreage per veic)e, te price of te tyres and te
3ua)ity of te e+isting road infrastructure. Additiona))y, te rep)acement market, wic
offers better margins, is e+treme)y competitive. Te rep)acement market is dominated by
te truck and buses segment, wic accounted for --@ of a)) tyre sa)es in te rep)acement
market in =H-??2.Te )arge si*e of te rep)acement in turn is determined by te interp)ay
of various factors as discussed be)owL
Te rep)acement demand may be )ower because of )onger rep)acement interva)s and
)ower business mi)eage if te economic activity s)ows down.
Rep)acement demand in India is iger because of a )ow veic)e scrap page rate.
6oor road conditions by )owering te )ife of tyres, ave a positive impact on
rep)acement demand.
&tricter enforcement of te $! Act, wic seeks to prevent over)oading of
veic)es, wi)) resu)t in an increase in te )ife of tyres and tus impact rep)acement
demand negative)y.
App)ying a new tread or IreDtreadingI can e+tend te )ife of te tyre at a
significant)y )ower cost, tereby )owering rep)acement demand. In India, reD
treading finds greater acceptance in te commercia) segment.
Radica)i*ation of tyres is )ike)y to resu)t in )ower rep)acement demand. 'i)e car
radica)i*ation in te country as reaced a )eve) of ;C@, truck and bus
radica)i*ation stands at 9ust -D,?@. 6oor road and support infrastructure as we)) as
traditiona) veic)e designs act as a barrier to radica)i*ation in te commercia)
veic)e segment. Radia) tecno)ogy for trucks and buses wou)d e)p increase
operating efficiencies by de)ivering better mi)eage and minimi*ing wear and tear.
According to AT$A, even if on)y -C@ of te truck and bus segment is radica)i*ed,
te savings in fue) costs wou)d be around Rs. B,C?? mi))ion.
,-
Introduction of tube)ess tyres in te passenger car segment is a)so )ike)y to affect
rep)acement demand adverse)y
Introduction of ecoDfriend)y radia) tyres suc as yperDbonding si)ica tecno)ogy
in te passenger car segment may affect rep)acement demand adverse)y.
Exports
In te )igt of te prevai)ing domestic market situation, most of te tyre manufacturers
ave taken to e+ports to reduce inventory bui)dDups. In =H-??2, Indian tyre e+ports stood
at Rs. ,?.A bi))ion (,?@ of te tota) industry) in va)ue terms and 2., mi))ion in unit terms
(;.C@ of tota) production). Indian companies ave current)y entered into sourcing
agreements (for tyres) wit neigboring countries. =or instance, 7eat and " # Tyres ave
sourcing agreements wit tyre producers in &ri 5anka and 7ina. Tis is )ike)y to ave a
positive impact on tyre e+ports from India.
(ar1et "layers
&ome of te ma9or p)ayers in te Indian tyre industry are $R=, 7eat, "# Industries,
Apo))o Tyres, Bridgestone India, Goodyear India, =a)con Tyres and T!& &ricakra. Te
tyre industry in India is fair)y concentrated, wit te samp)e of eigt companies
JKs Brief "rofile
a# +!out JK
"k Tyre and Industries is a mega corporate entity tat is emb)ematic of e+ce))ence,
diversification and pioneering new tecno)ogies. A part of "# (rgani*ation wic ranks
among te top private groups private groups in India, "k Tyre and Industries is committed
to se)f re)iance and fo))ows an etic tat views customer satisfaction as an inde+ of
acievement.
(ver te years, te company as e+panded and diversified its business portfo)io. It as
deve)oped into a mu)ti product, mu)tiD)ocation corporate entity comprising of fo))owing
business divisionsL
Te advent of "# (rgani*ation on te industria) )andscape of India a)most syncroni*es
wit te beginning of an era of industria) awareness D an endeavor for se)f re)iance and
te setting up of a dynamic Indian industry. Tis was way back in te midd)e of te ,:t
century. And te rest tat fo))owed is istory.
CO'E /+$6ES:
"# (rgani*ation as been a forerunner in te economic and socia) advancement of India.
It a)ways aimed at creating 9ob opportunities for a mu)titude of countrymen and to
,2
provide ig 3ua)ity products. It as striven to make India se)f re)iant by pioneering te
production of a number of industria) and consumer products, by adopting te )atest
tecno)ogy as we)) as deve)oping its own knowDow. It as a)so undertaken industria)
ventures in severa) oter countries.
"# (rgani*ation is an association of industria) and commercia) companies and caritab)e
trusts. Its member companies, emp)oying near)y C?,??? persons are engaged in te
manufacture of a variety of products and in diverse fie)ds of commerce.
Trusts are devoted to promoting industria), tecnica) and medica) researc, education,
re)igious va)ues and providing better )iving and recreationa) faci)ities. 'it te spirit of
socia) consciousness uppermost in mind, ".#. (rgani*ation is committed to te cause of
uman advancement.
,:22 =irst in India to manufacture 7a)ico 6rintsD "uggi)a) #am)apat 7otton
&pinning and 'eaving $i))s 7o. 5td., #anpur.
,:>? =irst in India to manufacture stee) Bai)ing 8oops for 9ute and cotton and to
make te country se)f sufficient by meeting te entire demandD".#. Iron %
&tee) 7o. 5td., #anpur.
,:>> =irst in India to produce A)uminium virgin $eta) from Indian Bau+iteD
A)uminium 7orporation of India 5td., "aykaynagar.
,:>: =irst in India to manufacture 1ngineering fi)esD ".#. 1ngineers M=i)es,
Bombay.
,:C: =irst in India to set up a continuous process Rayon 6)ant.
,:;? =irst to manufacture a 8ydrau)ica))y (perated 7ane 7rusing $i)) for
#andsari &ugar 6)ant and comp)eted ,?? ton p)antD".#. Iron % &tee) 7o.
5td., #anpur.
,:;, =irst in wor)d to set up a p)ant for production of 8ydrosu)pite of soda by
&odium Ama)gam 6rocessD ".#. 7emica)s 5td., Bombay.
,>
,:;C =irst to produce &odium &u)po+y)ate =orma)deyde (Rango)ite 7 of
=ormosu)) in India D ".#. 7emica)s 5td., Bombay
,:;A =irst to manufacture T! &ets in IndiaD ".#. 1)ectronics, #anpur. =irst to
manufacture $eta))ic 7ops for &yntetic =i)ament yarn industries in IndiaD
&ynte+ tube works, #anpur.
,:;: =irst to manufacture Acry)ic =ibresD ".#. &yntetics 5td. #ota
=irst to deve)op differentia))y <yeab)e Fy)onD ".#. &yntetics 5td., #ota
,:B2 =irst in India to )icense &yntetic =ibre Tecno)ogy to tird party as we)) as
te first to manufacture &yntetic =ibre $acinery =ibretec 1ngineers %
$anufacturers, <adri.
,:B; =irst in India to produce stee) be)ted Radia) Tyres for passenger cars, trucks
and busesD ".#. Tyre 6)ant, #ankro)i.
,:A? =irst in wor)d to make &tee) Be)ted Radia) Tyres for tree wee)ersD ".#. Tyre
6)ant, #ankro)i.
,:A> =irst in India to produce wite cement troug dry processD ".#. 'ite
cement. Gotan.
,:AC =irst in India to produce 7atonic <yeab)e 6o)yester =ibreD ".#. &yntetics
5td., #ota.
=irst in India to produce Fy)on Tyre 7ord based on &pin <raw Tecno)ogyD
".#. &yntetics 5td., #ota.
,:A: =irst in India to produce magnetic tapes wit coba)t tecno)ogy ".#.
magnetics, &ura9pur.
,C
,::, Banmore Tyre 6)ant (BT6) setDup wit a capacity of C.B )acs tyres p.a.
,::- R % < center setDup at 8A&T1RI.
,::> IndiaGs first TDRated tyre )aunced
Banmore Tyre 6)ant (BT6) crossed ,?? T6<.
,::C $ercedes Ben* 5aunced on "# stee) radia)s
=irst tyre manufacturer in te wor)d to get I&( :??,
,::; IndiaGs first dua) contact ig traction stee) radia)D a3uasonic )aunced.
Introduced stee) wee)s.
,::B Awarded te Fationa) 1+port Award for :;D:B.
!ikrant Tyres (!T5) ac3uired.
IndiaGs first 8 rated tyre )aunced.
(n)y Tyre manufacturer to get G1G $ark certification.
8A&1TRI became te first researc institute in Asia to get I&( :??-.
,::A =irst tyre manufacturer in te wor)d to get N& :???.
Awarded 7A61OI5Gs igest e+port award for ,::BD:A.
,::: &ynergy wit !T5 in procurement, marketing and production f)e+ibi)ity.
7omp)etion of state of te art modernisation of truck radia)s.
,;
"# Tyres ranked ,;t )argest Tyre 7ompany in te wor)d.
I&A D ,>??? accredition for environment % safety.
-??? "# introduced Fationa) GoD#arting 7ampionsips.
-??, Recieved 7A61OI5 award.
".#. Industries recieved =(7J& 5A7 e+port award for te year ,:::D-???.
7ommendation 7ertificate of 7II 1+im.
IInd Fationa) GoD#arting 7ampionsips e)d.
JK TyreCs No 9 mar1et position
In wat is being considered as a )andmark decision in te ig)y competitive Indian tyre
industry, te Advertising &tandards 7ounci) of India (A&7I) as upe)d "# Industries
5tdGs c)aim of being IndiaGs Fo , tyre manufacturer in te fourDwee)er tyre segment,
reaffirming "#Gs )eadersip position in te market.
1+pressing is appiness over A&7IGs 9udgement, "# Tyre marketing director T #
Baner9ee saysL GGTis is a fabu)ous e+amp)e of wy a)) of us need to ave fait in bodies
)ike A&7I. 'e be)ieve tat te process of se)fDregu)ation in Indian advertising is working
for bot companies and agencies. 'e a)so ope tat tis wou)d encourage various p)ayers
to bring superior tecno)ogy and consumer service standards and c)aim )eadersip in a
more ea)tier and competitive manner.GG
Te case was started wen few competitors fi)ed a comp)aint wit A&7I against "# TyreGs
print advertisement, in wic "# Tyre announced its numero uno position in te fourD
wee)er tyre segment, 3uoting production figures compi)ed by Automotive Tyre
$anufacturer Association and oter autentic industry sources.
But te competitors contradicted te c)aim, stating te fact tat market figures from a
companyGs annua) report sou)d be used as autentic data to c)aim oneGs )eadersip, not
te production figures.
But A&7I considered te case at te 7onsumer 7omp)aints 7ounci) on -2 $ay -??- and
upe)d "# TyreGs contention tat production figures, as compi)ed by autentic industry
sources and used by "# Tyre to c)aim its )eadersip, is a va)id and app)icab)e comparison
p)atform.
,B
8ence, "# TyreGs c)aim as Fo , tyre manufacturer in India is a perfect)y va)id and correct
statement. Tis a)so ref)ects A&7IGs agreement to "# TyreGs viewpoint tat figures, as
stated in te oneGs annua) report, cou)d actua))y be mis)eading and cou)d inc)ude revenues
from nonDtyreDre)ated businesses a)so.
"# Tyre, pioneers of radia) tecno)ogy in India, is today IndiaGs )argest manufacturer of
tyres in te fourDwee) segment, inc)uding tyres for trucks and buses, 57!s, passenger
cars, 9eeps, tractors, A<!s and (TRs. After -C years of pioneering wor)dDc)ass
tecno)ogies in India, "# Tyre as recent)y )aunced te countryGs first ecoDfriend)y
co)oured tyres as we)) as stee)Dbe)ted tractor rear radia)s.
!# (ission 0 /ision
Vision:
To be amongst te most admire companies in India committed to be e+ce))ence#
Mission:
a. Be a customer obsessed company
b. Fo., Tyre brand in India
c. <e)iver enanced va)ue at a)) stakeo)ders
d. $ost profitab)e Tyre 7ompany in India
e. 1nance g)oba) presence troug ac3uisition
f. $otivated and committed team deve)opment for ig performance
organi*ation
c# (ar1etin) Strate)y
&trategic tinking is key to te evo)ution of successfu) marketing strategies of "# tyre.
Tis invo)ves te fo))owing ana)ysesL
i# 6nerstanin) mar1ets: &trategic perspective of te market re3uires ski)fu) ana)ysis
of te trend and ow tey affect te market si*e and demand for te firm.s product.
ii# *inin) mar1et nic&es: 6rice, service, convenience and tecno)ogy are some of te
nices in Indian market.
iii# "rouct an service plannin): Ana)ysis of te customer.s promotion of te brand,
bot of te firm and competitors, besides an ana)ysis of te situation in wic te
customer uses te product.
,A
iv# Aistri!ution: &tructura) canges in inventory management, mobi)e distribution are
some of te key factors tat are going to affect te distribution process in te Indian
market.
v# (ana)in) for result: 'it pressure on costs, prices, and margins, marketers wi))
ave to make effective uti)i*ation of every rupee spent in marketing.
(ar1et opportunity of JK:
Identification of market opportunity is critica) before te management of affirm takes a
decision to )aunc or diversify in any product area. Tis invo)ves ana)ysis of te
fo))owingL
&i*e of te market
$arketing strategies and te e+tent and 3ua)ity of services rendered by oter firm in
te industry.
$arket programmed re3uired to satisfy market wants
Identification of key success factors in an industry and )inking tem to a firm.s
strengts and weakness
(ar1et opportunity
a. &i*e of te market
b. 8ow we)) te market is served
c. 6rospective inces
d. $arketing mi+ re3uired to succeed
=ramework of market opportunity ana)ysis
Si3e of t&e mar1et:
Market opportunity
&i*e of te market
8ow we)) te market is served
6rospective inces
$arketing mi+ re3uired to succeed
7ore competencies re3uired
<emand
7ondition
s
$arket
segment
ana)ysis
Industry
ana)ysis
7ompetition
ana)ysis
Trade
ana)ysis
,:
&i*es of te market are....
I. Aeman analysis: is te core aspect of market opportunity.
II. Se)mentation analysis: is te process of dividing te market into omogeneous sub
units.
,,,# ,nustry analysis:
,nustry +nalysis < "orterCs (oel
iv. Competitor analysis: ana)ysis of competition ow we)) te market is served.
Inter =irm Riva)ryL 5ow
Te tyre industry in India is fair)y
concentrated, wit te top eigt
companies accounting for more tan
A?@ of te tota) production of tyres
1ntry BarriersL 8ig
Te entry barriers are ig for te tyre
industry. It is a ig)y capita) intensive
industry. A p)ant wit an annua) capacity of
,.C mi))ion crossDp)y tyres costs between Rs.
>,??? and Rs. C,??? mi))ion. A simi)iar p)ant
producing radia) tyres costs Rs. A,???
mi))ion.
Bargaining 6ower of te
&upp)iersL 8ig
Te tyre industry consumes
near)y C?@ of te natura)
rubber produced in te country.
Te price of natura) rubber is
contro))ed by Rubber 7ontro)
Board and te domestic prices
of natura) rubber ave
registered a significant
increase in recent times.
Bargaining 6ower of te
BuyersL 8ig
Te (1$s ave tota) contro)
over prices. In fact, te
(1$s faced wit dec)ining
profitabi)ity ave a)so
reduced te number of
component supp)iers to make
te supp)y cain more
efficient.
Treat of &ubstitutesL 5ow but Increasing
<uring te =H-??-, over ,,,?,??? passenger
car tyres were imported. Tis constitutes over
-@ of tota) radia) passenger car tyre
production in te country. 8owever, wit te
reduction of peak custom duty, te import of
tyres is )ike)y to increase.
-?
(ar1etin) mix:
A $arketing mi+ is te division of groups to make a particu)ar product, by pricing, product,
branding, p)ace, and 3ua)ity. A)toug some marketers
Pwho?Q
ave added oter 6Gs, suc as
personne) and packaging, te fundamenta)s of marketing typica))y identifies te four 6Gs of
te marketing mi+ as referring toL
,. 6roduct
-. 6rice
2. 6romotion
>. 6)ace
-,
"rouct
A tangib)e ob9ect or an intangib)e service tat is mass produced or manufactured on a
)arge sca)e wit a specific vo)ume of units. Intangib)e products are often service based
)ike te tourism industry % te ote) industry. Typica) e+amp)es of a mass produced
tangib)e ob9ect are te tyre. A )ess obvious but ubi3uitous mass produced service is a
computer operating system.
"rouct ran)e:
B,+S
S,DE T8"E
',B :.??D-?,>6R
"1T RIB
:.??D-?,;6R
"1T RIB
,?.??D-?,;6R "1T RIB
"1T $I51&
:.??D-?,>6R
TRA7# TJ=
--
SE(,
$6-
:.??D-?,;6R
TRA7# TJ=
,?.??D-?,;6R
TRA7# TJ=
$6-
F(R$A5
5(A<
A.-CD-?,>6R
"1T TRA7#
:.??D-?,>6R "1T TRA7#
:.??D-?,;6R "1T TRA7#
,?.??D-?,;6R "1T #IFG
,,.??D-?,;6R "1T #IFG
,-.??D-?,;6R "1T #IFG
$(<1RAT1
A.-CD-?,>6R
"1T TRA7#
:.??D-?,>6R "1T TRA7#
:.??D-?,;6R "1T TRA7#
,?.??D-?,;6R "1T 75A&&I7
,?.??D-?,;6R TRA7# 2: % <O
,?.??D-?,;6R TRA7# 2: <O
'+A,+$
S,DE T8"E
$6-
:.??D-?,;6R "1T &T115D"<8
,?.??D-?,;6R "1T &T115D"<7
,,.??D-?,;6R "1T &T115D"<7
SE(,
$6-
?:.??D-?,;6R "1T 'AH "J7
,?.??R-?,;6R "1T 'AH "J7
,,.??R-?,;6R "1T 'AH "J7
-2
81A!H
&J61R
81A!H
',B
:.??R-?,>K,;6R "1T 'AH "J7
,?.??R-?,;6R "1T 'AH "BR
,,.??R-?,;6R "1T 'AH "J8
,-.??R-?,A6R "1T 'AH "J8
"rice
Te price is te amount a customer pays for te product. It is determined by a number of
factors inc)uding market sare, competition, materia) costs, product identity and te
customerGs perceived va)ue of te product. Te business may increase or decrease te
price of product if oter stores ave te same product.
"lace
6)ace represents te )ocation were a product can be purcased. It is often referred to as
te distribution canne). It can inc)ude any pysica) store as we)) as virtua) stores on te
Internet.
"romotion
6romotion represents a)) of te communications tat a marketer may use in te
marketp)ace. 6romotion as four distinct e)ements D advertising, pub)ic re)ations, word of
mout and point of sa)e. A certain amount of crossover occurs wen promotion uses te
four principa) e)ements togeter, wic is common in fi)m promotion. Advertising covers
any communication tat is paid for, from te)evision and cinema commercia)s, radio and
Internet adverts troug print media and bi))boards. (ne of te most notab)e means of
promotion today is te 6romotiona) 6roduct, as in usefu) items distributed to targeted
audiences wit no ob)igation attaced. Tis category as grown eac year for te past
decade wi)e most oter forms ave suffered. It is te on)y form of advertising tat
targets a)) five senses and as te recipient tanking te giver. 6ub)ic re)ations are were
te communication is not direct)y paid for and inc)udes press re)eases, sponsorsip dea)s,
e+ibitions, conferences, seminars or trade fairs and events. 'ord of mout is any
apparent)y informa) communication about te product by ordinary individua)s, satisfied
customers or peop)e specifica))y engaged to create word of mout momentum. &a)es staff
often p)ays an important ro)e in word of mout and 6ub)ic Re)ations.
Broad)y defined, optimi*ing te marketing mi+ is te primary responsibi)ity of
marketing. By offering te product wit te rigt combination of te four 6s marketers
can improve teir resu)ts and marketing effectiveness. $aking sma)) canges in te
->
marketing mi+ is typica))y considered to be a tactica) cange. $aking )arge canges in
any of te four 6s can be considered strategic.
=or e+amp)e, a )arge cange in te price, say from R,:.?? to R2:.?? wou)d be considered
a strategic cange in te position of te product. 8owever a cange of R,2, to R,2?.::
wou)d be considered a tactica) cange, potentia))y re)ated to a promotiona) offer.
Te term I$arketing $i+I owever, does not imp)y tat te >6 e)ements represent
options. Tey are not tradeDoffs but are fundamenta) marketing issues tat a)ways need to
be addressed. Tey are te fundamenta) actions tat marketing re3uires weter
determined e+p)icit)y or by defau)t.
# S2OT +nalysis
ST'EN-T4S
!ery )arge distribution
canne)
Reasonab)e price
1ffective emp)oyee in "#
1conomies of sca)e due to optimum capacity uti)i*ation
7o))aboration wit !ikrant, know for teir tecno)ogica) superiority bringing
togeter performance, economy, durabi)ity and comfort.
&trong financia) positions
2E+KNESSES
5ess Brand Awareness
5ess concern about sma)) car segment
O""O'T6N,T,ES
A burgeoning work force and growing midd)e c)ass popu)ation
8ig growt potentia) for its e+ports as demand for "# tyre in 1urope increasing.
&trong brand image
Being 3ua)ity oriented rater tan 3uantity
oriented
5arge product widt % )ine (product mi+)
-C
Indian customers are main)y va)ue buyers demanding a better overa)) package. "# is
poised in a better position tan oter p)ayers in te market to capita)ise on tis
opportunity
1ntry of new p)ayers wit newer and better tecno)ogies in te sma)) car tyre segment
&o many c)ose competitors )ike Appo)o, Bir)a, 7eat, $odi, #ai*en etc.
e. Or)ani3ational structure of JK Tyre
T4'E+TS
-;
B+A',N+'+8+N '6BBE'S "/T# $TA#
$Ks. BA<RIFARAHAF RJBB1R& IF<IA, Bavnagar is te )eading
$anufacturer % 1+porters of Rubber &eets. Tey ave been in Rubber &eet
manufacturing since )ast ,- years.
Badrinarayan Rubbers India is a manufactures of different type of Rubber
6acking &eeting )ike -as1et 'u!!er "ac1in) S&eetin), Fatura) K &BR Rubber 6acking
&eeting, Feoprene Rubber 6acking &eeting, 16<$ Rubber 6acking &eeting, Fitri)e
Rubber 6acking &eeting and Specialty 'u!!er "ac1in) S&eetin)#
Barinarayan 'u!!er ,nia is a manufactures of 'aiation s&ielin)
materials for Neutron and -amma 'ays5 wic are wide)y use for radiation protector,
detection % ana)ysis purpose in power, industria), medica) % researc organi*ation.
Te seetings are usefu) for suc type of macinery, wic are use forD AntiD
vibration surface packing, AntiDskid e)ectrica) matings, designer seet for f)ooring
cemica) p)ant. $ain)y te products are used in manufacturing of radiation rubber
seeting.
Its dynamic marketing team is ready to connect te wor)d wit te best service.
Nua)ity and te best service are te teyapons to cope te wor)d. It represents te )eading
manufacturers of tese 7)asses of products of India.
RegistrantL
Badri Farain Rubbers
,>, !ankandeswar Fagar, Tatipur,
Gwa)ior, $adya 6rades >B>?,,
<omain nameL BA<RIFARAIFRJBB1R&.7($
Administrative 7ontactL
#atare, Ram
,>, !ankandeswar Fagar, Tatipur,
Gwa)ior, $adya 6rades >B>?,,
S:,.BC,--2:,A?
Tecnica) 7ontactL
-B
TradeIndia, TradeIndia
ADA;, (k)a Industria) Area, 6aseD-
Few <e)i, <e)i ,,??-?, S:,.,,>;B,?C?? =a+L S:,.,,>BC?;,,C
Registration &ervice 6roviderL
Tradeindia,
S:,.,,>;B,?C??
Tis company may be contacted for domain )oginKpasswords,
<F&KFameserver canges, and genera) domain support 3uestions.
Registrar of RecordL TradeIndia, IF7
Record )ast updated on ,,D"unD-?,,.
Record e+pires on ,,D"unD-?,2.
Record created on ,,D"unD-?,,.
<omain servers in )isted orderL
&1R!1R-.TRA<1DIF<IA.7($
&1R!1R,.TRA<1DIF<IA.7($
<omain statusL c)ientTransfer6roibited
c)ientJpdate6roibited

-A

4,STO'8 +NA AE/E$O"(ENT
Te BA<RIFARAHAF RJBB1R& IF<IA, is a partnersip firm wic comes in
e+istence in te year of ,::>. But at tat time te company was ca))ed $K& Fatra9
Rubbers. After tat in te year of ,::A te name was canged known as $K& &iv
&yntetic. Because te unit canges it.s constitution and management and estab)ised as
a new unit. At present tis firm is known as a BA<RIFARAHAF RJBB1R& IF<IA.
Tere are tree partners in tis firm tey are as under L
$r. <eepak A. <osi
$r. <eepak A. <osi (8J=)
$rs. "agruti <. <osi

Te company insta))ed a fu))y automatic macinery i.e. <ispersion #needer. In
te year of -??2 for te purpose of improve te 3ua)ity of product and increase te
3uantity.
$r. <eepak A. <osi is a producer and promoter of te BA<RIFARAHAF
RJBB1R& IF<IA
As per te Indian government )aw tere were tree type of industry tey are
described as under L
(,) Te investment of te industry is )ess tan ;? )aks it is ca))ed
/&$A55 &7A51 IF<J&TRH0.
(-) Te investment of te industry is )ess tat ,?? )ak but more tan ;o
)ack it is ca))ed /$1<IJ$ &7A51 IF<J&TRH0.
(2) Te investment of te industry is more tan ,?? )ak it is ca))ed
/5ARG1 &7A51 IF<J&TRH0.
As per above description we can find tat BA<RIFARAHAF RJBB1R&
IF<IA. is a &$A55 &7A51 IF<J&TRH because te capita) of te company is
on)y B.C )ak.
Tis type of sma)) sca)e industries are e)ping to grow up our Indian
economy. It provides te )arge no. of emp)oyment. Te sma)) sca)e industry can
-:
brings into e+istence wit sma)) capita). Te promoter can form industry in very
sma)) time tis is te anoter benefit of te sma)) sca)e industry.
(+N6*+CT6',N- "'OCESS +NA "'OA6CTS
(+N6*+CT6',N- "'OCESS C4+'T
6urcase Raw materia)K&tock
'ork In 6rocess
&emi =inis Goods
=inis Goods
&a)es
(+N6*+CT6',N- "'OCESS:<
Te unit is making te syntetic rubber seeting as per te need and re3uirements
of te unit, according to te orders from teir customers. Te fo))owing process tey are
using for manufacturing of seetings. Te process is not muc )onger but ski))fu), and
know)edgeab)e person is needed for and)ing tis process.
Te process starts wit dispersion kneeder. 8ere te type of rubber is needed in its
raw form, is mi+ed wit different types of cemica)s needed, &uc as LD 6rocess (i) and
7rump 6owder. Tese are proper)y mi+ed togeter into rubber )umps. Fow, te rubber
)umps got from te kneeder, are mi+ed wit te curing agents, different types of fi))ers
and acce)erators in te - ro)) $i+ing $i)). 8ere, tese are proper)y musticated togeter.
<uring te mi+ing of rubber, ig eat is generated due to ig stresses and ro)) speeds
invo)ved. Tus coo)ing becomes necessary for wic water is used. But it is preferab)e to
cut off te waterDcoo)ing process during te initia) stage prior to te addition of carbon
b)ack and start it wen te mi)) temperature crosses B?cDA?c. Tis is so because for
carbon b)ack, mi+ing and dispersion wit te rubber )umps is 3uicker and easier if te
2?
mi)) temperature at tat time is about A?c. Te reason for adding different types of
fi))ers, different types of cemica)s, process oi) and c)ay to te rubbers )umps is to get
perfect)y re3uired type of rubber compound wic suits te finised products.

=rom te mi+ing mi)) te rubber compound are obtained in te form of
unvu)canised seet. Te uneven sides of tis seet are cut on te seeting tab)e and te
seet is given an even sape. Ten te seet is p)aced on te weiging macine and its
weigt is decided according to its tickness and gravity.

Te unvu)canised seet is tan p)aced on te frames of te tickness and te si*e
re3uired. Ten tese frames are fi+ed in a macine named 8ydrau)ic 6ress. 'it te e)p
of tis macine, rubber seets wit smoot and g)ossy or roug surfaces bot can be
obtained. Tis press can manufacture a)) kinds of conveyor rubber be)ts wit or witout
p)y of cotton or ny)on.
Te seet is to be baked in te press for te time )imit, wic is decided according
to te tickness and gravity of te seet to be got, and is manua))y set. A )ot of eat is
generated during tis process. &o ere a)so coo)ing becomes necessary wic is done by
water.
Te seet obtained after baking and vu)cani*ation from te press is known as
!u)cani*ed &eet. 'en te seet is obtained from te press, it is very ot and so is
coo)ed by cemica))y treated water for te g)ossy sining. Tan, after te seet is
comp)ete)y co)d, a cecking is done if it as any defects. If it as sum minor defects )ike
f)as and spews, tey are usua))y removed by using knives or scissors. Tis remova) of
e+traneous matter by and is particu)ar)y usefu) wen te products ave comp)e+
configuration. But if te seet as some ma9or and uncorrectab)e defects, wic are very
rare, ten te seet is kept as wastage.
To make te seetings smoot, tey use different kinds of oi) during te process. Tus in
tis way from te above )ong procedure tey make teir product. After tis process being
over, tey cut te seeting in particu)ar si*e % sape. &uc kinds of rubber seetings are
used at different p)aces as a container, or for te 6acking purpose.
2,
(+N6*+CT6',N- "'OA6CTS
Badrinarayan Rubbers India. Is producing rubber seets at industries as
we)) as NE6T'ON S4,E$A,N- "'OA6CTS5 -+((+ '+8 S4,E$A,N-
"'OA6CTS5 (+-NET,C *$6,A "'OA6CTS#
T&ere are so many types of prouct5 .&ic& are prouce !y company
=o))owing products are manufactured at te company.
Gasket Rubber 6acking &eeting
Feoprene Rubber 6acking &eeting
Fitri)e Rubber 6acking &eeting
16<$ Rubber 6acking &eeting
&pecia)ty Rubber 6acking &eeting
Rubber $atting
Rubberi*ed =abrics
'+2 (+TE',+$ *O' T4E 6N,T
Te main raw materia)s for te product areL
Raw rubber or syntetic rubber,
Rec)aim rubber,
Fatura) rubber,
7rump powder,
'itening powder,
7arbon,
<ifferent oi) fi)ters for finising and make te seets smoot,
(ter cemica)s suc asL
2-
Tinc o+ide,
&u)pur,
7inaDc)ay,
7o)our,
6SES O* T4E "'OA6CT
Badrinarayan Rubbers India is a manufactures of different type of Rubber
6acking &eeting )ike -as1et 'u!!er "ac1in) S&eetin), Fatura) K &BR Rubber 6acking
&eeting, Feoprene Rubber 6acking &eeting, 16<$ Rubber 6acking &eeting, Fitri)e
Rubber 6acking &eeting and Specialty 'u!!er "ac1in) S&eetin)#
Barinarayan 'u!!er ,nia is a manufactures of 'aiation s&ielin)
materials for Neutron and -amma 'ays5 wic are wide)y use for radiation protector,
detection % ana)ysis purpose in power, industria), medica) % researc organi*ation.
Te seetings are usefu) for suc type of macinery, wic are use forD AntiD
vibration surface packing, AntiDskid e)ectrica) matings, designer seet for f)ooring
cemica) p)ant. $ain)y te products are used in manufacturing of radiation rubber
seeting.
E("$O8EES SE'/,CES +NA BENE*,TS
Badrinarayan Rubbers India. is not on)y profit oriented but it a)so takes care
about its emp)oyee.s satisfaction. It takes care its emp)oyees as a fami)y member. To
increase te efficiency of emp)oyees, Badrinarayan Rubbers India. encourages te
emp)oyee to work wit entusiastic by providing suc a faci)ity.
Jniform faci)ity LD
Te firm provides uniforms to te worker. Tey give and g)oves, mask.
Bonus LD
Badrinarayan Rubbers India. provides bonus faci)ity to it.s emp)oyees on te <iwa)i and
on oter festiva).
6rovident fund LD
7ompany provides provident funds to every emp)oyee.
22
O'-+N,D+T,ON ST'6CT6'E
Te organi*ation structure e)ps to manage and contro) te activity of te firm.
Te organi*ation structure is a body and formu)ation of emp)oyee.s work and
management and)ed tem.
Te (rgani*ation &tructure of Badrinarayan Rubbers India. is as underLD
6ARTF1R
A<$IFI&TRAT(R (==I71
((==I71 A&&I&TAFT,1T7.)

A<$IFI&TRAT(R (= 6R(<J7TI(F <16ART$1FT
(&J61R!I&(R,A&&I&TAFT &J61R!I&(R)

'(R#1R
&#I551< &1$I 4 &#I551< JF D &#I551<
2>
CONT',B6T,ON O* T4E 6N,T TO T4E ,NA6ST'8
Te unit p)ays a very important ro)e about teir industria) re)ations at te fie)d of
business. Fow a days for being successfu) in business a good or ea)ty re)ations sou)d
be tere wit your customers, competitors and oter neigbour industries situated in
your area. Te unit takes te fo))owing points
=or deve)oping teir re)ations.
It creates a good industria) re)ationsip for te deve)opment of marketing canne)s.
Te unit takes an active part in industria) association, and a)so taking interest wi)e
taking any decision, or discussing any important matter.
$oreover te unit a)so tries to supp)y te best 3ua)ity rubber to te industry, it a)so
provides emp)oyment faci)i ties tus reducing te unemp)oyment rate.
(+'KET SE-(ENT+T,ON
$arket consists of buyers in one or more ways tey may differ in teir wants,
resources, )ocation, buying attitude. $arket segmentation means te subdivision of
market. It is te grouping of two or more consumer or service in order tat teir
grievance is better readdressed.
Te market for te product of Badrinarayan Rubbers India is very widespread. It
covers a)most various part of India. And company is a)ready e+porting its product to
oter countries of wor)d wit suc a widespread market.
Te firm as adopted te po)icy of segmenting te market on te basis of
fo))owing ways.
A. 6eop)e (riented !iewL
,. Geograpica) BasisL Geograpica))y market can be divided in )oca), urban, rura),
regiona), nationa), and internationa) c)imate.
2C
-. <emograpic BasisL It depends on various factors )ike se+, si*e of fami)y, income,
occupation, region, nationa)ity, education, etc.
2. 6sycoDgrapic BasisL
I. &ocia) 7)assL It is divided in tree categories. (a) 5ower (b) $idd)e % (c)
Jpper 7)ass.
II. 5ife &ty)eL It tota))y depends upon a person.s )ife sty)e because a)) peop)e
ave different type of )iving in te wor)d.
III. 6ersona)ityL 6ersona) Attitude 4 &acin Tendu)kar for Boost. Amitab
Baccan for <abour.
>. Beaviorist BasisL By beaviorist basis we mean tat
Rate of consumption, product benefit, user.s status, attitude, 1tc.
B. 6roduct (riented !iewL
Te Badrinarayan Rubbers India is use to make its market segmentation by itse)f,
segment and individua)E te unit doesn.t ave its )oca) market. Tey genera))y send its
product at out of te city, and state )eve).
"',C,N- "O$,C8
6ricing po)icy is one of te most crucia) decisions in marketing management.
&a)es can be affected by price so company as to fi+ te price very systematic and wit
considering many factors.
6rice may be defined as te va)ue of product attributes e+pressed in monitory
term wic consumer pays
Badrinarayan Rubbers India take into consideration te fo))owing factor wi)e
ca)cu)ating price
6rice of raw materia)
7ost of production
7ompetitors price
7reditabi)ity in market
'ages and sa)ary of emp)oyee
Advertising and promotiona) e+pense
2;
Ta+es
Government po)icy
6rofit
Tota) price U 6roduction cost S Administration cost S Ta+es S 6rofit
C4+NNE$ O* A,ST',B6T,ON
After production it is necessary to arrange a systematic canne) to reac te
product to te customer. In te fie)d of marketing, canne) of distribution indicates routes
or patway troug wic goods and services move from producer to consumer. It
attempts to &ubDdivide te tota) production of manufacture on a geograpica) basis to
various specific markets.
Te unit Badrinarayan Rubbers India toug, it as )imited capita), usua))y uses
e+isting intermediaries. =or designing te canne), tey are keeping in mind customers.
desired service output )eve). =or teir products Badrinarayan Rubbers India used
fo))owing canne) of distributionL
78AFF15 (= <I&TRIBJTI(F
BA<RIFARAHAF RJBB1R& IF<IA


<1A51R
7J&T($1R
=or distribution of tese canne)s tey use to spread teir canne) in te country.
Tey try to distribute te canne) in western, centra), and oter part of India. Te unit
sometimes a)so supp)ies teir products direct)y to teir actua) user and oter Industria)
users )ike pub)ic sector, government sectors and semi govt. department. In te sma))er
markets te firm migt sa)e teir products direct)y to te retai)ers. In sort, te
manufacturer.s canne) system evo)ves in response to )oca) opportunities and conditions.
2B
2A
O!
%ec
tiv
es
of
t&e
stu
y
Ne
e
for
t&e
stu
y
$i
mit
ati
on
of
t&e
stu
y
'e
sea
rc&
(e
t&o
ol
o)y
of
t&e
stu
y
2:
O!%ectives of t&e stuy
To find out te comparative ana)ysis "# Tyre and Badrinarayan
To find out market sare of "# Tyres % Badrinarayan
To understand te marketing strategy of "# Tyres % Badrinarayan.
To focus on te $arketing mi+ of "# tyre % Badrinarayan.
To eva)uate te )imitations of "# tyre % Badrinarayan.
To ana)y*e te customer.s needs regarding te product and po)icies formu)ated by
te company.
To find out te brand image of "# tyre % Badrinarayan.
Nee for t&e stuy
$anagement is )ike a coin aving two sides. (ne is te teoretica) part and second is te
practica) part. In te teoretica) part of management we )earn in our c)assroom from te
)ectures, seminars, group discussions tat are arranged from time to time.

>?
To know te practica) aspect of management a practica) training is provided to te
students. Te main idea beind practica) training is to bring te management students
face to face wit te actua) environment of practica) management so tat eK se wi)) be
ab)e to app)y teory to practica) situation before fina))y moving into te professiona)
wor)d to sow te efficiency and capabi)ity.
Te pro9ect study focused on /Comparative analysis JK Tyre an Barinarayan0 as a
product and te sub9ect is to understand te mind set of different customers about te
product. Being a student of marketing management, te in3uisitiveness to peep on
practica) side of consumer perception promoted in study.
In tis study efforts ave been made to prepare te report as rea)istic as possib)e.
$imitation of t&e stuy
T&e pro9ect surfers from te fo))owing )imitations due to te inerent and restrictive
nature of te study undertakenL
<ue to constraints of time, money and oter resources app)icab)e to tis
study.
Tis study is confined to on)y a few specified areas of and is not
compreensive study of te customers of "# tyre a)) over Banmore,
$orena and $a)anpur.
Tis study is restricted on)y to samp)e space cosen for te study.
'esearc& (et&oolo)y of t&e stuy
S+("$E S,DE: C?? trucks
(ET4OA O* CO$$ECT,ON: $AR#1T &JR!1H
A+T+ T8"E:
>,
=or te above study bot type of data were used suc as primary data and secondary data.
=or primary data different areas of Banmore, $orena were being visited and for te
secondary data internet % reference books ave been used.
7o))ecting data from market troug =itment survey of Trucks on road.
'orking on te data.
Grapica) representation of resu)ts.
Ana)y*ing te grap and driving furter en3uiries.
Data analysis & Interpretation
>-
Exhibit-3!
Ta!le s&o.in) mar1et s&are in ',B 0 SE(, $6- tyre
Table-3.1
N+(E
NO# O* ',B 0
SE(,
$6- T8'ES
7 ,N TOT+$ ',B
0
SE(, $6-
T8'ES
7 ,N TOT+$
T8'ES
+"O$$O BE; ;=#B@7 9;#=B7
B,'$+ 9== ?#FE7 ;#B:7
CE+T 9?F 9=#:@7 F#=:7
J#K# B9F =:#9>7 99#?@7
('* =>E 9B#BF7 F#?:7
B+A',N+'+8+N
'6BBE' => 9#B>7 >#F@7
OT4E'S 9F 9#>F7 >#B;7

TOT+$ 9B=E 9>>#>>7 B>#@:7
=igD2.,(a) =igD2.,(b)
>2

,nterpretation: From the above table it is shown that in Rib and Semi lug tyre
segment Appolo is the market leader with 3.!"#$ %ollowed by &' with (.1)# market
share$ *RF with 1!.!+#$ ,-AT with 1.("#$ .irla with /.+0#$ .adrinarayan Rubber
with 1.!)# and others with1.)+# o% market shar.
Exhibit-3"
Ta!le s&o.in) (ar1et s&are in $6- tyre
Table-3.
N+(E
NO# O* $6-
T8'ES
7 ,N TOT+$
$6- T8'ES
7 ,N TOT+$
T8'ES
+"O$$O B:; =;#?=7 9B#9>7
B,'$+ 9EB @#:=7 B#E:7
CE+T B;F =9#>97 9=#BB7
J#K# F?? =?#B97 9E#?=7
('* =9F 9>#;:7 E#9F7
B+A',N+'+8+N
'6BBE' 99> F#;97 ;#9F7
OT4E'S EF ;#9B7 9#?E7
TOT+$ =>@> 9>>#>>7 F:#=97
>>
=igD2.-(a) =igD2.-(b)

,nterpretation: From the above table it is shown that in lug tyre segment &' is the
market leader with /.!1# %ollowed by Appolo with 3./#$,-AT 1.)1#$ *RF with
1).3(#$.irla with ".(#$ .adrinarayan Rubber with +.31#$and others with1./0#
Exhibit-3"
Ta!le s&o.in) Total mar1et s&are
Table-3.3
N+(E TOT+$ NO O* T8'ES 7 ,N TOT+$
+"O$$O :FE =@#;F7
B,'$+ =?E ?#9?7
CE+T E=> 9@#@;7
J#K# 9>>; =?#E:7
('* B=9 9=#>B7
B+A',N+'+8+N
'6BBE' 9;> ;#@=7
OT4E'S ?> =#=:7
TOT+$ ;B:E 9>>#>>7
>C
=igD2.2(a) =igD2.2(b)

From the above table it is shown that in lug tyre segment &' is the market leader with
/.0(# %ollowed by Appolo ".3+# $,eat with 1"."3# *RF with 1.)!#$ .irla with
/.1/#$ .adrinarayan Rubber with 3."# and others are .(#.
*inin)s
Su))estions
>;
*,NA,N-S
After taking te feedback of more tan ,?? customers te study revea)s tat customers
are fond of different brands in different areas. 5ike, in Gouripur area a)most B?@ of
customers prefer BIR5A tyres (especia))y &A$&(F), in 6aniati areas customers prefer
"# tyres, were in <un)op peop)e prefer "# % A6(55(. Fot on)y different coices but
a)so aving different e+perience on different brands. It is found tat many customers
prefer "#.s guaranteed tyres suc as /"1T TRA# 2:0 and economy c)ass rib tyre
/!I#RAFT TRA7# #IFG0 for its mi)age % re)iabi)ity but it is a)so true tat many oter
brands suc as /"1T $I51&0, /"1T 6A710, /"1T &J61R 5JG0 do not ave a strong
p)ace in customers mind. Te study sows tat "#.s strong contender is A6(55( wo.s
3ua)ity was appreciated by many. A6(55(.s /OTDB0 % /5(A< &TAR &J61R0 are very
muc preferred. In guaranteed tyres BIR5A.s /&A$&(F0 is te main contender of "#.
Incase of norma) )oaded trucks customers most)y re)y on 71AT but in over )oad
A6(55( % "# are re)iab)e. 7ertain)y $R= as not a good reputation at a)).
,. "# is te market )eader fo))owed by A6(55(.
-. !I#RAFT TRA7# #IFG of "# is most usedKpreferred tyre overa)).
2. In economy segment "# as &trong o)d but premium segment is dominated by
A6(55(.
>B
>. "# Tyre is aving edge breaking prob)em
S6--EST,ON
,. "# Tyre is doing we)) in rib segment but tey are based in on)y on one brand
/!ikrant0. &o "# sou)d try to aware to increase te awareness of oter brands.
-. /6riceDNua)ity re)ationsip0 needs to improve in premium rib and )ug tyre
segment.
2. #eep eye to reduce te cost of manufacturing. &o price wi)) furter reduced and
competition wi)) increased.
>. Te company sou)d )ook after its tread erosionKbreaking prob)em.
CONC$6S,ON
"# is one of te best Tyre manufacturing companies in India. 'ere te improvement is
re3uired is te re)ationsip wit its potentia) customer. A)so in some segment "# as not
any strong o)d compare to BA<RIFARAHAF, A6(55(, 71AT, BIR5A and oters. &o
it can furter increase its market sare troug customer re)ationsip program and brand
awareness strategy.
>A
B,B$,O-'+"48
*arketing management$ Ra1an Sa2sena
*arketing management$ 3hilip 'ittler
www.india4ar.net
www.1ktyre.4om
www.businessstandard.4om
>: