Marketing Mix of JK Tyres analyses the brand/company which covers 4Ps

(Product, Price, Place, Promotion) and explains the JK Tyres marketing

strategy.

Let us start the JK Tyres Marketing Mix:

Product:
JK Tyres is one of the most prominent tyre manufacturers in India. JK Tyres
being primarily a tyre manufacturer, has a wide product portfolio in its
marketing mix which consists of Passenger car tyres, two / three-wheeler
tyres, commercial tyres, farm tyres and off the road tyres.
In the passenger car tyre segment, JK Tyres provides tyres for the entire range
of SUVs running on Indian roads. From a 3-kg two-wheeler to a 3.5-ton OTR
tyre.

Farming being the biggest source of income for rural India, JK Tyres
manufactures tyres for tractors which is widely used for farming in India.

Price:
JK Tyres offers tyres to customers at a competitive price. The automobile
sector is highly competitive. JK Tyres faces tough competition from other tyre
manufacturers like MRF, Bridgestone, Michelin, Dunlop and Goodyear; so, in
order to counter it they price their products in the same range as of their
competitors, also giving sporadic benefits to its customers depending upon
festive seasons.

By providing attractive offers and bundling their products helps them to play
the price discrimination thus helping them earn greater profits.
Place:
JK Tyres has got a good strong availability in the Indian market. Apart from the
domestic market, JK Tyres is also present in the international market, with
presence of over 100 countries spread across 6 continents. JK Tyres distributes
its products primarily by retail chain.

Its products are available easily at any retail automobile shop. It also has
exclusive outlets which sells only JK Tyres and accessories at their outlet.

It pays fair margin to its distributors, which helps them to maintain a strong
network of retail chain.

Promotion:
JK Tyres is involved in extensive advertisement and promotional activities.
Their primary mode of promotion involves advertisements for Television, print
media and billboards are few of the many techniques used by them. JK Tyres
promotes its products as being under “Total Control”, it helps them to play in
the mind of the customers that their tyres are good for safety on roads thus it
gives them an extra benefit that earns them easy brand recall.

# Above all this JK tyres has also started a new initiative namely
"GOING GREEN"

JK Tyres, along with its advertising partner Contract Advertising, has come up
with a first-of-its-kind recycling initiative, wherein it has associated with the
Footwear Design and Development Institute (FDDI) to re-use tyres using
unconventional methods and innovatively creating footwear and accessories
from old and recycled tyres.
Speaking on this initiative, Ravi Deshpande, Chairman & Chief Creative Officer,
Contract Advertising India, explained, “We were looking for ideas to create
awareness on being environment-friendly and really big in terms of scale,
something that tangibly makes a difference. It then occurred to us that leftover
tyres are becoming a nuisance, therefore, we decided to see if we could
recycle them in such a form that the life of a tyre could be extended beyond
the usage in cars. Thus, was born the idea of making footwear and accessories
as well as furniture and all kinds of usable things from old tyres. This
contributed towards the protecting the environment as the old tyres are not
burnt or abandoned.”

The social responsibility element in the idea makes it more viable and easier to
reach. As Deshpande added, “If the idea is powerful, it automatically wins
hearts and has an impact.