LOVELY PROFESSIONAL UNIVERSITY DEPARTMENT OF MANAGEMENT

THE IMPACT OF PUBLICITY OF RALCO CYCLE TYRE IN RALSON INDIA LIMITED

Submitted to Lovely Professional University In partial fulfillment of the requirements for the award of degree of MASTER OF BUSINESS ADMINISTRATION

Submitted by Abu Bashar

Submitted to Mr. G.S PASSI

DEPARTMENT OF MANAGEMENT LOVELY PROFESSIONAL UNIVERSITY PHAGWARA (2008)

LOVELY PROFESSIONAL UNIVERSITY DEPARTMENT OF MANAGEMENT

f Certificate of Completion by the Faculty Advisor

TO WHOMSOEVER IT MAY CONCERN
This is to certify that the project report titled THE IMPACT OF PUBLICITY OF RALCO CYCLE TYRE IN RALSON INDIA LIMITED carried out by we the undersigned have been accomplished under my guidance & supervision as a duly registered MBA student of the Lovely Professional University, Phagwara. This project is being submitted by him in the partial fulfillment of the requirements for the award of the Master of Business Administration from Lovely Professional University. Their project report represents his original work and is worthy of consideration for the award of the degree of Master of Business Administration.

Mr. G.S PASSI

LOVELY PROFESSIONAL UNIVERSITY DEPARTMENT OF MANAGEMENT

Format of Declaration ofuthenticity by Student

DECLARATION

I, hereby declare that the work presented herein is genuine work done originally by me and has not been published or submitted elsewhere for the requirement of a degree programme. Any literature, data or works done by others and cited within this project report has been given due acknowledgement and listed in the reference section. MBA(f) Date:

LOVELY PROFESSIONAL UNIVERSITY DEPARTMENT OF MANAGEMENT

Suggestive Chapter Plan

S. Chapter No 1 1. Introduction to the subject 1.1Theoretical Foundation 1.2 Review of literature 2. Introduction to the organization 2.1 Overview of the tyre industry 2.1 profile of the organization. 2.2 company history 2.3 Recent achievement and milestones 2.3 product range of the company 2.3 future plans 3. 3.1 Objective of the study 3.2 Rational of study 3.3 research methodology 3.4 Design of research 3.5 Sample size 3.6 sampling technique 3.7 scope of the study 3.8 Source of data 3.9 limitation of the study 4. Analysis and interpretation 5. 5.1 summary 5.2 finding 5.3 suggestion 5.4 conclusion 5.5 references 5.6 appendix(questionnaire)

1. Introduction to Subject WHAT THE PROJECT IS ALL ABOUT In this research I will try to explore the awareness level of ralco tyres in the Indian market. As we know that promotion has direct impact on the sale of a particular product of a company. so, one has to manage it effectively and efficiently in order to make awareness and attract customer and make them loyal for the company. The different format of promotion are described below Advertising Advertising is any paid form of non-personal communication of ideas or products in the "prime media": i.e. television, newspapers, magazines, billboard posters, radio, cinema etc. Advertising is intended to persuade and to inform. The two basic aspects of advertising are the message (what you want your communication to say) and the medium (how you get your message across) Direct marketing Direct marketing creates a direct relationship between the customer and the business on an individual basis. Personal Selling Personal selling refers to oral communication with potential buyers of a product with the intention of making a sale. The personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to "close the sale". Sales Promotion Sales promotion refers to the provision of incentives to customers or to the distribution channel to stimulate demand for a product. Public Relations Public relations is the communication of a product, brand or business by placing information about it in the media without paying for the time or media space directly factors that determine the type of promotional tools used each of the above components

of the promotional mix has strengths and weaknesses. There are several factors that should be taken into account in deciding which, and how much of each tool to use in a promotional marketing campaign: (1) Resource availability and the cost of each promotional tool. Advertising (particularly on television and in the national newspapers can be very expensive). The overall resource budget for the promotional campaign will often determine which tools the business can afford to use. (2) Market size and concentration If a market size is small and the number of potential buyers is small, then personal selling may be the most cost-effective promotional tool. A good example of this would be businesses selling software systems designed for supermarket retailers. On the other hand, where markets are geographically disperse or, where there are substantial numbers of potential customers, advertising is usually the most effective. (3) Customer information needs Some potential customers need to be provided with detailed, complex information to help them evaluate a purchase (e.g. buyers of equipment for nuclear power stations, or health service managers investing in the latest medical technology). In this situation, personal selling is almost always required - often using selling teams rather than just one individual. By contrast, few consumers need much information about products such as baked beans or bread. Promotional tools such as brand advertising and sales promotion are much more effective in this case.

Objectives of Sales Promotion

You have learnt that the main objective of sales promotion is to increase sales. However, there are also some other objectives of sales promotion. The objectives are:
Sales Promotion

6. To introduce new products 7. To attract new customers and retain the existing ones 8. To maintain sales of seasonal products iv To meet the challenge of competition

Let us learn about these objectives in details. (i) To introduce new products: Have you ever heard about distribution of free samples?

Perhaps you know that many companies distribute free samples while introducing new products. The consumers after using these free samples may develop a taste for it and buy the products later for consumption. (ii) To attract new customers and retain the existing ones: Sales promotion measures help to attract or create new customers for the products. While moving in the market, customers are generally attracted towards the product that offers discount, gift, prize, etc on buying. These are some of the tools used to encourage the customers to buy the goods. Thus, it helps to retain the existing customers, and at the same time it also attracts some new customers to buy the product. (iii) To maintain sales of seasonal products: There are some products like air conditioner, fan, refrigerator, cooler, winter clothes, room heater, sunscreen lotion, glycerin soap etc., which are used only in particular seasons. To maintain the sale of these types of products normally the manufactures and dealers give off-season discount. For example, you can buy air conditioner in winter at a reduced price. Similarly you may get discount on winter clothes during summer. (iv) To meet the challenge of competition: Todays business faces competition all the time. New products frequently come to the market and at the same time improvement also takes place. So sales promotion measures have become essential to retain the market share of the seller or producer in the product-market.

Tools of Sales Promotion

To increase the sale of any product manufactures or producers adopt different measures like sample, gift, bonus, and many more. These are known as tools or techniques or methods of sales promotion. Let us know more about some of the commonly used tools of sales promotion. (i) Free samples: You might have received free samples of shampoo, washing powder, coffee powder, etc. while purchasing various items from the market. Sometimes these free samples are also distributed by the shopkeeper even without purchasing any item from his shop. These are distributed to attract consumers to try out a new product and thereby create new customers. Some businessmen distribute samples among selected persons in order to popularize the product. For example, in the case of medicine free samples are distributed

among physicians, in the case of textbooks, specimen copies are distributed among teachers. (ii) Premium or Bonus offer: A milk shaker along with Nescafe, mug with Bourn vita, toothbrush with 500 grams of toothpaste, 30% extra in a pack of one kg. are the examples of premium or bonus given free with the purchase of a product. They are effective in inducing consumers to buy a particular product. This is also useful for encouraging and rewarding existing customers. (iii) Exchange schemes: It refers to offering exchange of old product for a new product at a price less than the original price of the product. This is useful for drawing attention to product improvement. Bring your old mixer-cum-juicer and exchange it for a new one just by paying Rs.500 or exchange your black and white television with a colour television are various popular examples of exchange scheme. (iv) Price-off offer: Under this offer, products are sold at a price lower than the original price. Rs. 2 off on purchase of a lifebuoy soap, Rs. 15 off on a pack of 250 grams of Taj Mahal tea, Rs. 1000 off on cooler etc. are some of the common schemes. This type of scheme is designed to boost up sales in off-season and sometimes while introducing a new product in the market. (v) Coupons: Sometimes, coupons are issued by manufacturers either in the packet of a product or through an advertisement printed in the newspaper or magazine or through mail. These coupons can be presented to the retailer while buying the product. The holder of the coupon gets the product at a discount. For example, you might have come across coupons like, show this and get Rs. 15 off on purchase of 5 kg. of Annapurna Atta. The reduced price under this scheme attracts the attention of the prospective customers towards new or improved products. (vi) Fairs and Exhibitions: Fairs and exhibitions may be organized at local, regional, national or international level to introduce new products, demonstrate the products and to explain special features and usefulness of the products. Goods are displayed and demonstrated and their sale is also conducted at a reasonable discount. International Trade Fair in New Sales Promotion Delhi at Pragati Maidan, which is held from 14th to 27th November every year, is a well known example of Fairs and Exhibitions as a tool of sales promotion. (vii) Trading stamps: In case of some specific products trading stamps are distributed among

the customers according to the value of their purchase. The customers are required to collect these stamps of sufficient value within a particular period in order to avail of some benefits. This tool induces customers to buy that product more frequently to collect the stamps of required value. (viii) Scratch and win offer: To induce the customer to buy a particular product scratch and win scheme is also offered. Under this scheme a customer scratch a specific marked area on the package of the product and gets the benefit according to the message written there. In this way customers may get some item free as mentioned on the marked area or may avail of price-off, or sometimes visit different places on special tour arranged by the manufacturers. (ix) Money Back offer: Under this scheme customers are given assurance that full value of the product will be returned to them if they are not satisfied after using the product. This creates confidence among the customers with regard to the quality of the product. This technique is particularly useful while introducing new products in the market

Consumer sales promotion techniques

Price deal: A temporary reduction in the price, such as happy hour Loyal Reward Program: Consumers collect points, miles, or credits for purchases and redeem them for rewards. Two famous examples are Pepsi Stuff and Advantage. Cents-off deal: Offers a brand at a lower price. Price reduction may be a percentage marked on the package. Price-pack deal: The packaging offers a consumer a certain percentage more of the product for the same price (for example, 25 percent extra). Coupons: coupons have become a standard mechanism for sales promotions. Loss leader: the price of a popular product is temporarily reduced in order to stimulate other profitable sales Free-standing insert (FSI): A coupon booklet is inserted into the local newspaper for delivery. On-shelf couponing: Coupons are present at the shelf where the product is available.

Checkout dispensers: On checkout the customer is given a coupon based on products purchased. On-line couponing: Coupons are available on line. Consumers print them out and take them to the store. Mobile couponing: Coupons are available on a mobile phone. Consumers show the offer on a mobile phone to a salesperson for redemption. Online interactive promotion game: Consumers play an interactive game associated with the promoted product. See an example of the Interactive Internet Ad for tomato ketchup. Rebates: Consumers are offered money back if the receipt and barcode are mailed to the producer. Contests/sweepstakes/games: The consumer is automatically entered into the event by purchasing the product. Point-of-sale displays:
o o o o o o o o

Aisle interrupter: A sign the juts into the aisle from the shelf. Dangler: A sign that sways when a consumer walks by it. Dump bin: A bin full of products dumped inside. Glorifier: A small stage that elevates a product above other products. Wobbler: A sign that jiggles. Lipstick Board: A board on which messages are written in crayon. Necker: A coupon placed on the 'neck' of a bottle. YES unit: "your extra salesperson" is a pull-out fact sheet.

Trade sales promotion techniques

Trade allowances: short term incentive offered to induce a retailer to stock up on a product. Dealer loader: An incentive given to induce a retailer to purchase and display a product. Trade contest: A contest to reward retailers that sell the most product. Point-of-purchase displays: Extra sales tools given to retailers to boost sales. Training programs: dealer employees are trained in selling the product.

Push money: also known as "spiffs". An extra commission paid to retail employees to push products.

Trade discounts (also called functional discounts): These are payments to distribution channel members for performing some function.The above details are related to my subject of research

1.2 Review of literature

1. Begona Alvarez said that sales promotion has on brand choice behaviors. Establishments wish to influence consumers' buying behaviors, and thus they launch strong promotional campaigns or introduce changes in their price policies, among other actions. However, they are not always capable of achieving their goal, since, although they may reach their objective in the short term, when the longer term is considered there are undesirable consumer actions. Design/methodology/approach The problem of consumer brand choice can be adequately described with logit models that allow the use of discrete dependent variables. The probability that the consumer chooses a brand depends directly on the capacity of satisfaction that the brand holds for him/her. In this case, the dependent variable is the brand, and the independent variables are price, reference price, losses and gains, and the different types or techniques of sales promotion. 2. Chun Wah Lee said many marketing communications strategies, relatively little has been written about the management of consumer sales promotions. Explores a framework that examines the relative importance of key factors on managers' use of two consumer promotional tools: coupons and lucky draws.The results show that brand managers use trade and consumer sales promotions more extensively than media advertising, but do not consider sales promotions to be more effective in meeting objectives.The current sample of Singaporean supermarket managers heavily favors price-oriented over non-price promotions.Concludes that managerial use of sales promotions is influenced primarily by competition and short-term pressures. The findings provide tentative support for the proposed framework. Since the 1990s, retail trade has played an important role in Singapore's marketing communications industry. The combined turnover for wholesale and retail trade was more than S$358 million for 1999, which was an increase of more than 11 percent from the previous year aspect. Japanese, entered the market with lower prices combined with much higher

quality goods than American made ones.It was mass production plus quality, price, selection and service together(hammer and champ, 1994) If the nano was one of the most anticipated events in the automotive industry, its launch has set the industry aflutters."it's a problemfor Detroit. "wr4ote the Washington post," which is racing to enter Indian booming small car market but will now have to completely revolutionize its production and distribution to compete." Treaty et.al said that general motors corporation (G.M.N:quote,profile,research) wants to launch a second small cars in India in next two years s it looks to capitalize on growth in emerging markets. We need something lower than what we have got now. I think if we could find a vehicle less are in the higher brackets,ranging upto rs,400000 and more. For example nano nearest current rival on Indian roads is the maruti 800, owned by japan's Suzuki and cost rs 215000 for a basic model. 3. Dawes said that if this large price promotion had any: longer-term effect on brand volume; short John -term effect on total category volume for the retailer; short-term effect on competing retailers; and longer-term effect on category sales for the retailer that ran the promotion. The results showed that this promotion did not have any longer-term (positive or negative) effect on the brand, but it did expand the total category for the retailer, albeit temporarily. Sales dropped slightly for one competing retailer at the time of the promotion, but not for the other two retailers in the market. Finally, the study found that the promotion was followed by a decline in total category volume for the retailer, suggesting some degree of purchase acceleration or stockpiling by consumers. The results suggest that the longer-term negative effect on category volume cancelled out approximately two thirds of the gains of the price promotion to the retailer. 4. Sue Peattie said that retailer needs to make full use of all the "tools" within the marketing management toolkit. Sales promotion, although a popular marketing tool, has never enjoyed the academic scrutiny afforded tothe more glamorous field of advertising. Research that has been done has tended to concentrate on price-based promotions. These have been the most popular among food retailers, as in many other markets, but there is growing awareness that non-price-based promotions can add value for the consumer while meeting a range of arketing communications objectives. This article looks at the use ofconsumer competitions, one of the most popular non-price promotional tools, with a survey of 1,232 competitions which were jointly or wholly sponsored by food retails. 5. Simon Kwok said that sales promotions are more effective when they provide benefits that are congruent with those of the promoted product. This proposition is considered at the ethnic-group level .this level have an impact Design/methodology/approach A quasi-experimental design is used to test a series of hypotheses based on a sample of Anglo-Australians andChinese-Australians. The main experiment is informed by the results of two pretest. 6. Sara Campo said that price promotions directly and indirectly affect the formation

process of perceived price. Thus, some differences are observed in the intensity of the above-mentioned relationship according to the tendency of the consumer to seek advantageous prices. The results obtained might therefore be of great help to service managers in scheduling their promotional activities. Originality/value A theoretical model that captures the effect of promotions in the consumer's price perception is configured. Keywords Prices, Promotional methods, Price positioning. 2.1 HISTORY OF TYRES INDUSTRY

Since 1890, Pirelli has been synonymous with high-performance tyres. With the creation of the Ercole, which marked the start of a long history of sporting success, the excellence of Pirelli's products has been the concrete and visible result of the constant improvement of production processes, design methods and the use of materials. From the Ercole to the pre-war Stella Bianca; from the Stelvio, workhorse of the motorised masses, to the innovative Cinturato of the 1950s to today's ultra-highperformance "run flat" models outfitted with pressure sensors: the history of product innovation at Pirelli is an impressively long one. Technological innovation in the tyre industry is exemplified by MIRS, a robotised system of high-performance tyre manufacture that has by now become an proven industrial benchmark. But the technological history of Pirelli tyres dates back to the dawn of the auto industry, to the first pioneering attempts at the end of the 19th century that would eventually make solid rubber tyres obsolete. HISTORY OF TYRES Tyres are ring-shaped parts, either pneumatic or solid (including rubber, metals and plastic composites), that fit around wheels to protect them and enhance their effect. Pneumatic tyres are used on many types of vehicles, such as bicycles, motorcycles, cars, trucks, earthmovers, and aircraft. Tyres enable better vehicle performance by providing traction, braking, steering, and load support. Tyres form a flexible cushion between the vehicle and the road, which smooths out shock and makes for a comfortable ride. The earliest tires were bands of iron (later steel), placed on wooden wheels, used on carts and wagons. The tyre would be heated in a forge fire, placed over the wheel and quenched, causing the metal to contract and fit tightly on the wheel. A skilled crafter, known as a wheelwright, carried out this work. The tension of the metal band served the purpose of holding or "tying" the wooden spokes of the wheel together, hence the term "tyre". In addition to tying the spokes together, the tire also provided a wear-resistant surface to the perimeter of the wheel. As wheels changed over time, the term "tyre" continued to be used for the outer band even when it no longer served the purpose of

tying the spokes together. The word is "probably" or "perhaps" the wheel's "tire", an obsolete version of "attire". Tire is the older spelling, but both were used in the 15th and 16th centuries (for a metal tire); tire became the settled spelling in the 17th century but tyre was revived in the UK in the 19th century for pneumatic tyres, possibly because it was used in some patent documents, though many continued to use tire for the iron variety. The first practical pneumatic tyre was made by the Scot, John Boyd Dunlop, in 1887 for his son's bicycle, in an effort to prevent the headaches his son had whilst riding on rough roads (Dunlop's patent was later declared invalid because of prior art by fellow Scot Robert William Thomson). Pneumatic tyres are made of a flexible elastomer material, such as rubber, with reinforcing materials such as fabric and wire. Tire companies were first started in the early 20th century, and grew in tandem with the auto industry. Today, over 1 billion tires are produced annually, in over 400 tire factories, with the three top tire makers commanding a 60% global market share India is already an export hub for small cars, for Suzuki and now Hyundai has also moved its complete manufacturing base for small cars to India. Presently, models like i10, Getz and Santro are manufactured in India. HISTORY OF RUBBER Charles Marie de La Condamine is credited with introducing samples of rubber to the Acadmie Royale des Sciences of France in 1736.[1] In 1751 he presented a paper by Franois Fresneau to the Acadmie (eventually published in 1755) which described many of the properties of rubber. This has been referred to as the first scientific paper on rubber. The first European to return to Portugal from Brazil with samples of such water-repellent rubberized cloth so shocked people that he was brought to court on the charge of witchcraft. When samples of rubber first arrived in England, it was observed by Joseph Priestley, in 1770, that a piece of the material was extremely good for rubbing out pencil marks on paper, hence the name "rubber". The para rubber tree initially grew in South America, where it was the main source of what limited amount of latex rubber was consumed during much of the 19th century. About 100 years ago, the Congo Free State in Africa was a significant source of natural rubber latex, mostly gathered by forced labor. After repeated efforts (see Henry Wickham) rubber was successfully cultivated in Southeast Asia, where it is now widely grown. COMPITITORS

TVS TYRES TVS Srichakra is one of the leading two and three wheeler tyre manufacturer in India rolling out over 11 million tyres per annum. Part of US $ 2.2 billion largest Auto Ancillary group TVS, founded by Sri. T.V.Sundaram Iyengar, TVS Tyres lives upto the rich heritage and strong value system of the parent company. Incorporated in 1982, the company manufactures a complete range of Two and Three wheeler Tyres and Tubes for the domestic market and Industrial Pneumatic tyres, Farm & Implements Tyres, Skid steer tyres, Multipurpose tyres, Floatation tyres etc. for the export market, at its state-of-art manufacturing facility at Madurai in Tamil Nadu. Spread over an area of 2.5 lakhs sq. mts, the manufacturing unit at Madurai employs over 2000 people. TVS Tyres is one of the major suppliers to all leading original equipment manufacturers namely TVS Motors, Hero Honda, Bajaj Auto and Yamaha Motors and has a strong network of over 2050 dealers and 23 depots across the country to cater to the after market. The company is a global player, exporting to USA, Europe, Africa, South America and South East Asia. Accredited on 1996 with ISO 9001 certifications, TVS Tyres adopted strong quality standards from its inception and these benchmarks were further strengthened with the certification of ISO 14001, ISO 9001-2000 and TS 16949. The company has other practices like Six Sigma and Lean Manufacturing Techniques in place to abide by their high quality standards. TVS Tyres was also the winner of the prestigious TPM Excellence Award in 2003 and TPM Consistency Award in 2005

MRF TYRES In 1946,MRF "factory" was just a small shed without any machines, a variety of products, ranging from balloons and latex-cast squeaking toys to industrial gloves and contraceptives, were produced. During this time, MRF established its first office at 334, Thambu Chetty Street, Madras (now Chennai), Tamil Nadu, India. In 1952, MRF ventured into the manufacture of tread rubber. And with that, the first machine, a rubber mill, was installed at the factory. This step into tread-rubber manufacture was later to catapult MRF into a league that few had imagined possible. In 1979, MRF's turnover crossed INR one billion. MRF was selected as one of India's most admired Marketing Companies by the readers of the A & M magazine. In 1995, The Companys turnover crossed INR 15 billion. MRF was chosen for fitment on the Daewoo Cielo. This year too MRF was voted by the Far Eastern Economic Review as one of the 10 leading Indian Companies. In 2004, MRFs turnover crossed INR 30 billion mark. A young entrepreneur, K. M. Mammen Mappillai, opened a small toy balloonmanufacturing unit in a shed at Tiruvottiyur, Madras (now Chennai).

CEAT TYRES The oldest company of the RPG Enterprises, CEAT Tyres was established in 1958. Today, it is one of Indias leading tyre manufacturers, with an annual turnover of Rs 1,952 crores (US $434 million). Its solid brand equity has empowered it to establish a strong presence in both, domestic and international markets. Its tyres, tubes and flaps are renowned for their superior quality and durability, and are recognised as being born tough. Ceat offers the widest range of tyres to all user segments, and manufacture world-class radials for all Indian vehicles including: 2.3 INTRODUCTION TO ORGANISATION HISTORICAL PERSPECTIVE An ISO 9001:2000 certified company, Ralson (India) Limited is one of India's leading organizations engaged in the manufacturing and export of high quality tyres and tubes for various purposes. It is No.1 in India and No.2 in the world in bicycle tyres and tubes having daily production of 1,30,000 pieces tyres and 1,50,000 pieces tubes. It was started way back in the year 1974 by Sh. S.P.Pahwa, the then chairman of the company and his brother the late Sh. O.P.Pahwa, as one of the successful attempts to indigenous manufacture of bicycle tyres in India. As the years rolled by Ralson grew at an astounding pace to not only lead in the domestic tyre market but achieved a break through in international markets also, especially in countries of SouthAsia, Latin America, Africa and the middle-East. Now when the mantle of leading the company from the front has come upon Mr. Sanjiv Pahwa, the present Chairman-cumManaging Director, Ralson is bracing itself to imbibe new technologies and make forays into new markets. The strength of Ralson lies inits 400 strong work force striving zealously to fulfill their social responsibility of making tyres for the rapidiky increasing population of India. Today when the Indian bicycle industry is geared up to make inroads into Europe, Japan and U.S.A, Ralson (India) Limited, Ludhiana has taken some strategic decisions. The company is implementing an ambitious expansion programme which will increase its current per day production of tyres, tubes and hubs. Such strong manufacturing position will give Ralson an unmatched capability to offer the largest and most comprehensive range of cycle tyres profile and size in India. The company have been making Cotton Tyres, Nylon Tyres for bicycle, rickshaw, MTB, ATB range. Further in Tube range they are making Natural Tubes:- Jointed Tubes, Moulded Tubes, Butyl Tubes. They are also manufacturer of Automobile Tyres with the brand name "Ralco Tyres" Ralson (India) Limited is known as quality conscious manufacturers and exporters of bicycles, auto tyres and tubes. They have earned a respectable position due to their commitment to quality products as well as quality services. Having already created an unshakeable niche in the domestic market, they are now all set to make their presence felt in the international market. For them, customer is the first priority, which

is why they are expanding their retail network to reach out to every part of India and abroad with high performing tyres. For three years in succession the Chemical and Allied products Promotion Council of India has conferred upon Ralson the CAPEXIL AWARD for highest export of bicycle tyres and tubes.

ORGANIZATION STRUCTURE OF RALSON INDIA LTD.

ORIES OF AUTOMOBILE TYRE CATEGORIES TWO-WHEELER TYRE SIZE

SPEED BLASTER TORNADO 3 BLACK PANTHER BLACK BELT BLACK BELT PLUS ROAD STORM T ALLIGATOR TUF-RIDDER PLUS IGNITOR DURA SPORT DOMINATOR LEOPARD-XP RT-9 SUPER CAT JOY RIDE THREE WHEELER TYRE TRI STAR SEVEN STAR RALCO MILLER RALCO RIB LCV TYRE RUF TUF TUF RIB TRACTOR TYRE LEADER JUMBO SHAKTI

120/80-17 , 100/90-17 120/90-18 , 3.50-19 100/90-18 3.00-18 3.00-18 3.00-18 3.00-18 3.00-18,2.75-18 3.00-17 3.00-18, 3.00-17, 2.75-18, 2.50-16 3.00-18 2.75-18 3.50-10, 3.50-10 90/90-10 100/90-10 4.00-8 4.00-8 4.00-8 4.00-8 7.50-16 7.50-16 6.00-16 12.4-28, 13.6-28

CONSIGNEE AGENTS Sr. No LOCATION 1. AHMEDABAD 2. INDORE 3. TINSUKIA 4. CUTTAK 5. GWALIAR 6. GUWAHATI 7. MUZAFFARPUR 8. KOLKATA

9. 10. 11. 12. 13.

MAPUSA IMPHAL RAJKOT AGARTALA NEPAL

QUALITY CONTROL The company hold one of the largest stock of authentic tyres. Total quality is their overriding concern. The success of the company has been possible only because of their commitment to quality, regardless of the costs involved. The company has always enforced the most stringent quality standards in its manufacturing unit as well as its laboratory. Every possible effort has been made to make use of the latest technology and the most sophisticated equipment to ensure that the customer is given the maximum value. It is both a goal and a path, as the company strive for continuous quality improvement. Ralson has achieved new heights on quality front by bagging ISO 9001:2000 certificate of international acclaim. STRENGTHS OF THE COMPANY The strengths of the company lie in the following: 1. High manufacturing capabilities 2. A team of professionals & experts 3. Wide distribution networks 4. Market expertise 5. Cost effective & durable products 6. Quick order processing.

PUBLICITY Publicity includes various types of media that the company or any organization uses for creating awareness for its product among the masses. Under publicity Ralson (India) Limited uses following media: a. Wall painting b. Audio c. Joint Publicity Scheme d. Press Publicity e. Television f. P.O.P material g. Wall Paintings The wall painting work has been assigned to various agencies with specific number of

walls to be painted in the territories of respective branches. This is one of the most important media used by the company in order to penetrate into the rural segment This media is a constant remindogram to the customers. Audio Mode In order to convey their message, the company has opted for audio programmes in the territory of U.P through A.I.R Varanasi, Gorakhpur, Lucknow and Agra. Audio broadcasting from A.I.R. 30 second RALCO JINGLE is already in progress in U.P, which is being broadcasted regularly Joint Publicity Scheme Under this scheme the company provides promotional material to the dealers but the cost incurred is shared jointly both by the company and the dealer. Some of the items introduced under JPS are as under: Ralco key ring Money purses T-Shirt (34-36 size) Shoulder bag Calendar Ralco telephone index Wall clocks The company maintains a separate account for JPS items and advance payment is required from the dealers, which have to be deposited in the branch. Television Ralco brand is being advertised through television on DD1 or Regional Programs. This has created nationwide awareness of Ralco products. P.O.P Material This is one of the Medias where the company is intensely concentrating. This includes: Sign Boards Stickers Tyre Stands Banners Rough Pads Stepny Cover RESEARCH AND DEVELOPMENT AT RALSON (INDIA) LIMITED The Ralson tyre plant is one of the most advanced plants in India, but it is still

continuously striving to catch up with the international levels of technology. R & D has always been a major preoccupation with Ralson. The Department of Science and Technology, Government of India, have duly recognized the fact that Ralson have the most modern and best equipped R & D in India. The company has an unequal capability to manufacture new tyre profiles and sizes to keep pace with latest emerging demands. Even though Ralson's R & D is much ahead of competition, they are importing selected machines to augment their existing manufacturing infrastructure and to catch up with the international levels of technology. Ralson's R & D is crucial for: 1. Innovation 2. Safety 3. Environmental excellence 4. Quality productivity 5. Energy conservation 6. Up gradation of technology for export promotion 7. Developing new products and processes 8. Improving existing products and services 9. Goal oriented together with cost effective 10. Active implementation/commercialization of the technological development. The R & D department of Ralson consists of two sections: A. Physical Section B. Chemical Section PHYSICAL SECTION Ralson has vast range of machines to determine the required characteristics of the rubber compounds, physical properties of finished products and various other materials used during the tyre manufacturing process. Listed below is the assorted range of machines used for the testing of the materials along with a brief detail of their functions. Rheometer: This machine is used to study reological properties of the final batch to ascertain curing time of particular compound at a present temperature. This machine assists in developmental work as well as in quality control purposes. Viscometer: This machine is used to test viscosity of compounds. This machine assists in developmental work as well as in quality control purposes. De-Metia Flex Testing Machine: This is used for checking the cracks growth rate in rubber compound. Tensile Tester: Used for testing tensile strength, modulus, elongation at break, permanent set of compounds as well as finished products. Tensile Tester: Used for testing breaking load, elongations at break of cotton as well as nylon yarn. Texture Testing Machine: Used for testing the tex/count of cotton yarn.

CHEMICAL SECTION: The initial chemical testing and structural development of the rubber samples are described below: Ageing Tester: This machine is for testing ageing properties of compounds as well as of finished products, during which test samples are subjected to hot circulating air of certain temperature hours. Thus, percentage retention in circulating physical properties of complete products are analysed. Moisture Analyzer: Used to determine the moisture content present in material. Solvent Extractor: To determine the oil content of the rubber sample. Ph- Meter: Used to determine PH value of raw material used in tyre manufacturing. While these machines are used to determine and evaluate the physical and chemical characteristics of the compound used in the tyre and tube manufacturing processes the company have the tyre endurance testing machines to determine the endurance and longevity of the finished products. The company has two type of endurance testing machines: Tyre Performance Machine: This machine tests the endurance of tyres according to ISI specification. Endurance Testing Machine: This machine ensures that the tyres clear the minimum prescribed limits of running time as per R & D specifications. PRODUCT RANGE Ralson has the largest possible range of tyres, tubes and other components. Their manufacturing unit is equipped with latest machinery that enables them to execute customized services in accordance to the international standards. They are able to cater to the requirements of the customer throughout India as well as across the globe with their excellent logistics solutions to distribute the stock. The company has three divisions: Cycle Division Auto Division Agency Division 2.4 Recent achievements and milestones

Ralson had excited and sustained Endeavour of the personnel who have made Ralson the first and only ISO 9001: 2000 Company in cycle tyres and tyre trade in India. Especially now the consumers in India will have cycle tyre and tube of international standards. Recently Ralson has completed 25 years of its working and during all these years achieved many milestones that is quality by achieving ISO 9001:2000 te ultimate recognition world-wide by the co-operation of all. It was the first company to get R and D recognition from department of science technology, Govt of India. It was also the first company to introduce Nylon tyres in India. Now it has recently become the first company to make cycle tubes conforming to ISI standards. 3.5 MISSION AND VISION OF THE COMPANY MISSION of Ralson (India) Limited is their commitment to achieve and sustain market leadership through satisfaction of customer's need by continuous improvement in quality and delivery of their products. VISION of Ralson is to strive forward in future with confidence to accomplish it's goal of providing range of tyres at affordable price and continue to expand it's production facility and thereby wining confidence of the users.

3.Objectives
a. b. c. To study the growth rate in sale with publicity Study the impact of different media on dealer sale To study the consumer awareness about the ralco tyres

3.1 Rational of Study

As we know that number of big players has already been entered in the Indian tyre Industry. Those companies are growing extensively by their promotional strategies even after late entering in India. So, from Ralco point of view it is very important to have a fair understanding of techniques employed by the top competitors in the current point of time. So, At this point I am trying to explore the various possibilities of promotion of ralco and their current situational capabilities in the Indian market.

3.3 Research Methodology

The research methodology adopted in this research consists of the following steps: 9. Investigate through literature the safety and accident problems and the kind of ITS applications and technologies currently deployed or still under research, with a special emphasis on the different warning and collision avoidance systems. Anticipated results of those applications and research outcomes are documented in the literature review chapter. Better understand the specific problem under study by collecting data and information about the various elements contributing to accident occurrence namely about roadway characteristics, traffic conditions and driver performance. 2- Develop a conceptual design of the proposed system in terms of functions and sub-functions, then followed by a detailed design of the various system components.

3.4 Design of Research Research design provides the glue that holds the research project together. A design is
used to structure the research, to show how all of the major parts of the research project -the samples or groups, measures, treatments or programs, and methods of assignment -work together to try to address the central research questions. Here, after a brief introduction to research design, I'll show you how we classify the major types of designs. You'll see that a major distinction is between the experimental designs that use random assignment to groups or programs and the quasi-experimental designs that don't use random assignment. People often confuse what is meant by random selection with the idea of random assignment. The research will be exploratory in nature. A population of dealers as well as se customers will be considered for this study. We will try to explore the various factors which would make a difference in the buying behavior of the consumer towards Ralco tyres. Effort will be made to throw light on most of the factors which have either indirect

or direct effect on the buying behavior of the consumer. Various possibilities of promotion of ralco tyres will be investigated in great depth.

3.5 Sample Size

Where the frame and population are identical, statistical theory yields exact recommendations on sample size. However, where it is not straightforward to define a frame representative of the population, it is more important to understand the cause system of which the populations are outcomes and to ensure that all sources of variation are embraced in the frame. Large number of observations is of no value if major sources of variation are neglected in the study. In other words, it is taking a sample group that matches the survey category and is easy to survey. Bartlett, Kotrlik, and Higgins (2001) published a paper titled Organizational Research: Determining Appropriate Sample Size in Survey Research Information Technology, Learning, and Performance Journal that provides an explanation of Cochrans (1977) formulas. A discussion and illustration of sample size formulas, including the formula for adjusting the sample size for smaller populations, is included. A table is provided that can be used to select the sample size for a research problem based on three alpha levels and a set error rate The sample size of a statistical sample is the number of observations that constitute it. It is typically denoted n, a positive integer (natural number). Typically, different sample sizes lead to different precision of measurement. This can be seen in such statistical rules as the law of large numbers and the central limit theorem. All else being equal, a larger sample size n leads to increased precision in estimates of various properties of the population. Replication is often required in measurement and experiments to reach a desired precision A Sample size of 50 customers and 30 dealers will be taken for the current study. The sample will comprise both people from customers and dealers segments.

3.6Sampling technique
Sampling is that part of statistical practice concerned with the selection of individual observations intended to yield some knowledge about a population of concern, especially for the purposes of statistical inference. Each observation measures one or more properties (weight, location, etc.) of an observable entity enumerated to distinguish objects or individuals. Survey weights often need to be applied to the data to adjust for the sample design. Results from probability theory and statistical theory are employed to guide practice. The sampling process comprises several stages:

Defining the population of concern Specifying a sampling frame, a set of items or events possible to measure Specifying a

sampling method for selecting items or events from the frame

Determining the sample size Implementing the sampling plan Sampling and data collecting Reviewing the sampling process

The sampling technique will be probabilistic sampling more specifically the random stratified sampling will be used. As in probabilistic sampling the select unit for observation with known probabilities so that statistically sound assumptions are supported from the sample to entire population so that we had positive probability of being selected into the sample. We will go for stratified random sampling as we are interested to study the impact of Ralco tyres on consumer behavior, so we will make the strata on the basis of age, occupation, income level, gender. And from each strata we will go for random sampling this will enable us to know about the behavior of consumer towards Ralco tyres. 3.7 SCOPE OF THE STUDY 10. Related to the coverage of geographical area the scope of the study was in Ludhiana, Amritsar, Chandigarh, Gurdaspur, Dinanagar, Btala. 11. Related to respondents the scope of the study was restricted to dealers And customers.

3.8Sources of Data
Our purpose is to provide information that will assist you in interpreting Statistics for the current study.The information (also known as metadata) is provided to ensure an understanding of the basic concepts that define the data including variables and classifications; the underlying statistical methods and surveys; and key aspects of the data quality. Direct access to questionnaires is also provided. We will used primary source of data that is structured questionnaire will be used. As our research problem is the impact of tata nano on small car industry which is latest one. So, this research data collected from the primary source only. Our method of collecting the

data is from the questionnaire that will be filled by the respondent from the sample, it will be structured questionnaire..

3.9 Limitations of the study

Despite of al possible efforts to make analysis more comprehensive and scientific, a study of the present kind is bound to have certain limitations. They are as follows 12. It was difficult to meet the customers who were scattered and also working. Therefore, the collection of data is limited to 50 respondents residing in various parts of the city. Hence, the project output cannot be generalized. 13. Some of these respondents were non-cooperative in nature; therefore, the view expressed by the respondents may be biased.

CHAPTER 4: Study of number of customers using Ralco tyres Data used in the analysis
The following tabulated has been observed
response Yes No percentage 100 0

Statistical tool used

For analyzing the above data we will use simple arithmetic tool that is percentage and the result of same has been drawn on the bar chart form.

Awareness of ralco tyres

1 20 1 00 Pe rc entage of de ale rs 80 60 40 20 0 Ye s factors No Se rie s1

As we have seen that the most of the respondent are aware about Ralco tyres. We have not found even a single respondent who did not know about Ralco Tyres.\

Chapter 4: Study of sources of awareness of ralco tyres Data used in the analysis
The following tabulated data has been observed
Sources T.V Poster Radio Agent Percentage 47 3 0 50

Statistical tool used

For analyzing the above data we will use simple arithmetic tool that is percentage and the result of same has been drawn on the bar chart form.

Source of awareness
60 50 Pe rc entage of de ale rs 40 30 20 10 0 T.V Pos te r Rad io Age nt source s Se rie s1

As we have seen that the most of the respondent are ware about Ralco tyres. We have found that majority of people are believing that T.V is a better medium of advertisement, while a portion of majority also advocating about agent promotion.

Chapter 4: Study of effective medium of promotion Data used in the analysis

The following tabulated data has been observed
Medium T.V Poster Radio News paper percentage 80 13 0 7

Statistical tool used

For analyzing the above data we will use simple arithmetic tool that is percentage and the result of same has been drawn on the bar chart form.

Effe ctiv e me dium of aware ne ss

90 80 Perc entage of deale rs 70 60 50 40 30 20 10 0 T.V P os ter R ad io N ew s p ap er Source s Se rie s1

We have found that majority of people are believing that T.V is a better medium of advertisement, while a very less portion of population advocating about news paper and poster techniques.

Study of effect of promotion in increment of sales Data used in the analysis

The following tabulated data has been observed
Response Yes No percentage 94 6

Statistical tool used

For analyzing the above data we will use simple arithmetic tool that is percentage and the result of same has been drawn on the bar chart form.

E ffe c t o f m e d ia in in c r e a s in g s a le s
1 00 80 percentage of dealers 60 S e rie s 1 40 20 0 Yes F a c to r s No

We have found that majority of people are believing that promotion is directly effecting the sales of a firm.

Study of regular customer of Ralco Tyres Data used in the analysis

The following tabulated data has been observed
factors Yes No percentage 94 6

Statistical tool used

For analyzing the above data we will use simple arithmetic tool that is percentage and the result of same has been drawn on the bar chart form.

L o y a l c u s to m e r o f ra lc o ty r e s
1 00 80 Percentage of dealers 60 S e rie s 1 40 20 0 Yes F a c to r s No

We have found that majority of people are the regular customer of Ralco Tyres, while some of the people are sometimes also using the tyres of other company.

Study of impact of advertisement on customer retention Data used in the analysis

The following tabulated data has been observed
Response Yes No percentage 84 16

Statistical tool used

For analyzing the above data we will use simple arithmetic tool that is percentage and the result of same has been drawn on the bar chart form.

Im p a c t o f a d v e r ti s e m e n t o n c u s t o m e r re t e n t io n
90 80 70 60 50 40 30 20 10 0 Yes F a cto rs No

Percentage of customers

S e r ie s 1

We have found that majority of people are thinking that advertisement have a direct impact on the flow and retention of the customers

Study of impact of advertisement on customer retention Data used in the analysis

The following tabulated data has been observed
Factors Very Important Somewhat Does not make any effect percentage 50 50 0

Statistical tool used

For analyzing the above data we will use simple arithmetic tool that is percentage and the result of same has been drawn on the bar chart form.

Impact of advertisement on customer

60 Percentage of dealers 50 40 30 20 10 0 Very Important Somewhat Factors Does not make any effec t Series1

We have found that majority of people are thinking that advertisement have a direct impact on the flow and retention of the customers

Study of impact of audio visual advertisement of Ralco Tyres Data used in the analysis
The following tabulated data has been observed

Factors Excellent

percentage 20

Good Average

57 23

Statistical tool used

For analyzing the above data we will use simple arithmetic tool that is percentage and the result of same has been drawn on the bar chart form.

Publicity activity of audio visual

60 Percentage of dealers 50 40 30 20 10 0 Excellent Good Factors Av erage Series1

We have found that majority of people are thinking that advertisement and publicity of ralco tyre is good, while some of the peoples are also favoring that promotion is excellent.

Study of press publicity as a medium of advertisement Data used in the analysis

The following tabulated data has been observed

Press Publicity Factors percentage Excellent 10 Good 37 Average 53

Statistical tool used

For analyzing the above data we will use simple arithmetic tool that is percentage and the result of same has been drawn on the bar chart form.

Press publicity as amedium of advertisement

60 Percentage of dealers 50 40 30 20 10 0 Excellent Good factors Av erage Series1

We have found that majority of people are thinking that press publicity as a medium of advertisement is good while very few public assume it as an excellent source of promotion.

Study of shop painting as a medium of advertisement Data used in the analysis

The following tabulated data has been observed
Shop painting Factors percentage Excellent 56 Good 24 Average 6

Statistical tool used

For analyzing the above data we will use simple arithmetic tool that is percentage and the result of same has been drawn on the bar chart form.

S ho p p ain tin g as am ed iu m of advertis em en t

60 50 Number of dealers 40 30 20 10 0 E x ce lle nt Go od F a ct o rs A ve rag e S e rie s1

We have found that majority of people are thinking that shop painting as a medium of advertisement is excellent while very few public assume it as an good source of promotion.

Study of Radio publicity as a medium of advertisement Data used in the analysis

The following tabulated data has been observed

Radio Publicity Factors percentage Excellent 4 Good 16 Average 80

Statistical tool used

For analyzing the above data we will use simple arithmetic tool that is percentage and the result of same has been drawn on the bar chart form.

R a d i o a s a m e d i u m o f a d v e r tis e m e n t
90 80 70 60 50 40 30 20 10 0 E x c e lle n t G o od F a ct o rs A ve ra g e

percentage of dealers

S e rie s 1

We have found that majority of people are thinking that radio publicity as a medium of advertisement is average while very few public assume it as an excellent source of promotion.

Study of press Television as a medium of advertisement Data used in the analysis

The following tabulated data has been observed

Factors Excellent Good Average

percentage 84 10 6

Statistical tool used

For analyzing the above data we will use simple arithmetic tool that is percentage and the result of same has been drawn on the bar chart form.

T elivisio n as a so u rce o f ad vertise men t

90 80 70 60 50 40 30 20 10 0 E xc el le nt G oo d F a c tors A ve rag e

Percentage of dealers

S eri es 1

We have found that majority of people are thinking that radio publicity as a medium of advertisement is excellent while very few public assume it as an good source of promotion.

Study of regular communication with the dealers Data used in the analysis Data used in the analysis
The following tabulated data has been observed

factors Yes No

Percentage 84 16

Statistical tool used

For analyzing the above data we will use simple arithmetic tool that is percentage and the result of same has been drawn on the bar chart form.

A w a r e n e s s o f d e a le r s r e g a r d in g c o m p a n y a c tiv itie s
1 00 80 Percentage of dealers 60 40 20 0 Y es F a c to r s No S e ri e s 1

It has been found that most of the customers are being informed related to the activities of the company.

Study of impact of dealer conference on sales relation Data used in the analysis
The following tabulated data has been observed

factors

percentage

Yes No

100 0

Statistical tool used

For analyzing the above data we will use simple arithmetic tool that is percentage and the result of same has been drawn on the bar chart form.

E ffe c t o f c o n fe r e nc e on d e a lr s s a le s r e la tio n
1 20 1 00 percentage of dealers 80 60 40 20 0 Y es F a c to r s No S eri es 1

It has been found that more than 80% of the people thought conference as a great tool for the sale relation.

Study of overall publicity system of Ralco Tyers Data used in the analysis
The following tabulated data has been observed

factors Below average Average Good Excellent

percentage 6 20 67 6

Statistical tool used

For analyzing the above data we will use simple arithmetic tool that is percentage and the result of same has been drawn on the bar chart form.

Overall publicity system of company

80 70 60 50 40 30 20 10 0 B el ow A ve rag e G o od E xc el le nt a ve rag e Fa c tors

Percentage of dealers

S eri es 1

It has been found that majority of the people are thinking that the overall promotion activity of ralco tyres is good.

Analysis of data has been collected from customers Study of users of ralco tyres Data used in the analysis
The following tabulated data has been observed

factors Yes No

percentage 100 0

Statistical tool used

For analyzing the above data we will use simple arithmetic tool that is percentage and the result of same has been drawn on the bar chart form.

U s e rs o f ra lc o ty re s
1 20 1 00 Percentage of customers 80 60 40 20 0 Y es F a c to r s No S eri es 1

It has been found that the entire respondent is using ralco tyres. Not even single customers who have been contacted are using the tyres of other company.

Study of priority of users at the time of purchasing ralco tyres Data used in the analysis
The following tabulated data has been observed

Factors Quality Availability Design Price Behavior of the dealers

percentage 34 20 26 24 6

Statistical tool used

For analyzing the above data we will use simple arithmetic tool that is percentage and the result of same has been drawn on the bar chart form.

P rio rity o f c u s tom e r w h ile bu y in g

40 35 30 25 20 15 10 5 0 Quality Design Behaviour of the dealers

Percentage of customers

S eri es 1

F a c to r s

It has been seen that most of the customer decide about purchase of a particular tyre depending upon the quality of the product, While some of the people are taking design as an deciding factor.

Study of effective medium of promotion as suggested by the cycle tyre customers Data used in the analysis

The following tabulated data has been observed

factors T.V Poster Radio percentage 64 24 12

Statistical tool used

For analyzing the above data we will use simple arithmetic tool that is percentage and the result of same has been drawn on the bar chart form.

M o s t e ffe c tiv e m e d iu m o f a d v e r tis e m e n t

70 60 Percentage of customers 50 40 30 20 10 0 T .V P os t er F a c to r s R a d io S e ri e s 1

It has been found that most of the customers are suggesting Television as a medium of promotion of ralco tyres.

EXECUTIVE SUMMARY

A study of 50 customers and 30 dealers in Ludhiana market was conducted to access the market share. For survey, questionnaire was developed using input from Mr. G.S PASSI ( VICE PRESIDENTOF MARKETING), the questionnaire i.e. the dealers are prepared to do survey in Ludhiana market, Amritsar, Chanigarh, Gurdaspur, Dinanagar. There were total of responses of persons have been done so as to know the demand of Ralco tyres.

5.1 Findings
14. Dealers are much more aware about ralco tyres. 15. Most of the dealers know about ralco tyres from agent. 16. Most of the dealers said that television is a most effective media. 17. Media play a great role in forcing to buying the tyres. 18. Most of the dealers are regular customers of Ralco. 19. Advertisement plays a great role in maintaining the flow of customers. 20. Advertisement makes a very important effect on the customer in buying process. 21. Ralco publicity activity of audio-visual is good. 22. Television, shop painting and point of purchase materials are excellent media of advertisement. 23. Press publicity and radio are average media of advertisement.

24. Most of the dealers regular informed regarding the activity of the company 25. Dealers conference plays a great role in improving sale relation with company. 26. The whole publicity system of Ralco is good. 27. The quality of product of Ralco is good.. 28. Most of the customers purchase Ralco tyres due to its quality. 29. Most of the customers said that television is a most effective media.

5.2 SUGGESTIONS

30. Customers should be regularly visited and their complaints should be properly entered. The marketing personnel and production personnel visit the customer and explain them. 31. More promotional schemes should be introduced. Gifts should be given to the customers. 32. Cash discount should be given on heavy purchase. 33. Credit facilities should be provided to the customers. 34. Rate of Ralco tyres are high in comparison to other tyres. The customers are ready to pay that price because the tyres are providing ultimate quality to the market. 35. Some customers have been lost due to delays. When the demand for their product is very high

5.3 CONCLUSION Every thing marketing does should ultimately work in concert to make a firms brands more valuable. In India, there is throat cut competition in the market .That brand survive which adopt new strategies for sales. To over come the competition, the company must adot different strategies and tactics, which help in survival of brand. Consumer is a king of the market. Moreover, he is one would decide the position of any brand according to their demand and choice. Concluding the whole story, it can be said that dealers are main source of sales of company. They are the vital link in chain of distribution. In case of goods is not streamlined, the chain gets clogged and marketing efforts are frustrated.

Chapter 5: References

References
36. Alvarez Begon and Rodolfo Vazquez,consumer evaluations of sale promotion.
Department of Business Administration, University of Oviedo, Oviedo, Spain.

37. Lee Chun, Sales promotions as strategic communication: the case of Sales promotions as strategic communication: the case of Singapore Associate Professor and Division Head Division of Public and Promotional Communication, School of Communication Studies, Nanyang Technological University, Singapore 38. Dawes John, Assessing the impact of a very successful price promotion on brand, category and competitor, University of South Australia, Adelaide, South Australia, Australia..sales 39. Campo Sara and Maria Yague, Effects of price promotions on the perceived price Autonomy University, Madrid, Spain. 40. Peattie Sue, Promotional competitions as marketing tool in food retailing The University of Glam organ Business School, Wales, UK. 41. Kwok Simon and Mark Uncles the impact of consumer differences at an ethnicgroup level. School of Marketing, University of New South Wales (UNSW), Sydney, Australia.

Chapter 5.6: Annexure Appendix 1

QUESTIONNAIRE

Name of the Dealer: Address: Contact no:

1. Do you know about Ralco tyres? a) Yes b) No

2. If yes, then how you know about Ralco tyres? a) T.V c) Radio b) Poster d) Any other

3) What media you feel is more effective? a) T.V c) Radio b) Poster d) Any other

4) Does media helps in forcing to buy Ralco tyres?

a) Yes

b) No

5) Are you a regular customer of Ralco tyres? a) Yes b) No

6) If yes, when does advertisement help in maintaining the flow of customers? a) Yes b) No

7) How much advertisement makes an effect on the customers in buying process? a) Very important b) some what c) Does not make any effect

8) How do you rate the Ralco publicity activity of audio visual? a) Excellent b) Good c) Average

9) Comment about the following media?

EXCELLENT PRESS PUBLICITY SAOP PAINTING RADIO PUBLICITY TV

GOOD

AVERAGE

10) Are you regular being informed regarding the activities of the company? a) Yes b) No

11) Do you think that dealer's conference helps in improving sales relation with company? a) Yes b) No

12) How do you rate on the whole publicity system? a) Below average b) Average

c) Good 13 ) Any suggestion.

d) Excellent

. .

Name of the Customer: Address: Contact no:

1) Are you using Ralco tyres?

a) Yes

b) No

2) State your priority for purchasing of Ralco tyres?

a) Quality b) Availability c) Design d) Price e) Behavior of the dealer f) Any other reason-------------------------------

3) Which media you suggest for more effective cycle tyres customers?