29-06-2013, 02:51 PM
STUDY OF BRAND IMAGE with respect to Price Leadership for APOLLO L.C.V. & S.C.V Tyres, at Muzaffarpur.
STUDY OF BRAND IMAGE.doc (Size: 1.75 MB / Downloads: 20)
Introduction to the Study
As a part of academic curriculums in partial fulfillment of "Master of Business Administration" the trainee has done this summer project in the marketing division of APOLLO TYRES LTD. Muzaffarpur. The introduction as well as completion of the study is STUDY OF BRAND IMAGE with respect to Price Leadership for APOLLO L.C.V. & S.C.V Tyres, at Muzaffarpur.
The study centered to take strategic decisions in support of APOLLO TYRES in the field of marketing. The main scope of this study is to ascertain various methods to increase the sales volume of the concern. The method includes regular product information to the buyers, creating a brand position in the market and taking measures to make the brand remain in its position. One of the important aspects of this study is also to increase the market segment for the products.
Objective of the Study:-
Such a study is part of my curriculum to complete management Studies, I have to complete this part also. So while taking part in the practical exposure by joining Apollo Tyres Limited for six weeks training. I am fulfilling the objectives of my curriculum.
During this practical exposure of Six Weeks. I have collected some important information for (about) Apollo Tyers ltd. at Muzaffarpur. This is important of management. This increase penetrability in the market. In any marketing job this forms one of the important tools and therefore to know the utility of such a tool is definitely one of the important aims of this study.
Scope of the Study
The scope of marketing research can be pointed out by a single word, "Consumer Preference". It can be termed as the balance wheel as the marketing system which harmonies the study and demand factors.
Marketing survey has wide scope and covers all aspects of marketing. Broadly its scope can be classified in the following categories :-
It is concerned with product of Apollo Tyres.
It is concerned with Sales and Distribution of Apollo Tyres.
Research on Promotional Policies of Apollo Tyres
Research on pricing of Apollo Tyres.
Business Economics Research of Apollo Tyres
It is concerned with Buying behaviour of Apollo Tyres.
Last but not the least Brand Image of Apollo in market
LIMITATION OF THE STUDY
In Summer Project this study has some limitations when I joined the company that time DM was too much busy with his own assignments as it was the period where market was witnessing a lot dynamic changes like :- (i) Unusual price increase like 8-10% in last 3 months.
(ii) All of a sudden underload restriction was imposed by the Govt. of Bihar e.g. Golden Card (which was a govt. authorised taken for overload) was withdrawn for transporters.
History of the Organization
Apollo Tyres straddles the Indian tyre industry much like the Greek Sun God Apollo's four horse-drawn chariot races across the vast expanse of the sky, symbolising the creation of light, hence knowledge and truth. And like the Greek charioteer, Apollo Tyres has stood the test of time on the four pillars of vision, integrity, quality and sheer determination.
The history of Apollo Tyres dates back to 1974 when it was incorporated as a company in Cochin, Kerala through the purchase of a licence from the Ruby Rubber Works. Cochin by Mr. Mathew T. Marattukalam, Jacob Thomas and his associates. In 1976, the company was taken over by Dr. Raunaq Singh. Apollo's first manufacturing facility (often referred to as the 'mother plant') is in Perambra, Cochin where production commenced in 1977 with an installed capacity of 420,000 each of tyres and tubes.
The Future
At Apollo Tyres, they believe in being in control of their destiny. They set ambitious targets and believe in stretching themselves to outperform them. Therefore, the leadership position in the Indian market notwithstanding, Apollo is now set to look overseas for new challenges. Nearly all initiatives being taken at this point in time are geared to fuel this ambition.
At home and abroad, Apollo is looking to not only consolidate its leadership position in various segments through newer, high technology products but also through consistent organic and inorganic growth opportunities, in tyres and allied products. Becoming a leader in the passenger car tyre segment is a priority as is the export of passenger car radials. If the company continues to grow at the current pace, Apollo expected to reach the US$1 billion mark in less than five years. Continuous focus on cost control and operating efficiency remains the hallmark of the company.