1. Presented by:
Gourab Sanyal
Jaskaran Singh
Snigdha Patra
Sweta Jhunjhunwala
Vishal Singh
Indian Tyre Industry

2. Agenda
• Overview of Indian Tyre Industry
• Segmentation of the Industry
• Prominent B2C and B2B Brands
• Ways of Segmentation and their Prominent Brands
• Segmentation in B2B
• B2B Buying Behaviour
• Marketing Mix
• SWOT Analysis of MRF Tyres
• Recommendations

3. Overview of Indian Tyre Industry
Apollo Tyres
20%
JK Tyres
14%
TVS Srichakra
4%
CEAT
12%
MRF
28%
Birla Tyres
7%
Goodyear
3%
Others
12%
MARKET SHARE OF TYRE INDUSTRY(%)
Source- Annual Reports of the companies

4. Segmentation of the Industry
Replacement
Market
48%OEMs
46%
Export
6%
Segmentation(%)
Replacement
Market
OEMs
Export
Source- Automotive Tyre Manufacturers’Association
(ATMA)
B2B = OEMs + 49% of Exports = 49%
B2C = Replacement Market + 51% of Exports = 51%

5. Prominent B2C and B2B brands
Source: Annual Reports of the companies and Dealers and
Distributors
B2C
BT 112
SUPER MAX
B2B
HCL
SUPER LUG
XT7
B2C
ZAPPER
NYLO GRIP
TERMINATOR
B2B
TERMINATOR
WANDERER
ZIGMA
B2C
ACELERE
AMAZER
UX1
ZVTV
B2B
ACELERE
ULTIMA NXT
ZEC
MCWG HMVLMV

6. Ways of Segmentation
TYPES PRICING
USAGE BENEFITS
SEGMENTATION
Source: Official websites of Tyres

7. Types
Overall Industry
Commercial
vehicles and buses
(73%)
Passenger
vehicles tyres
(23%)
Others
(4%)
MHCV
(55%)
LCV
(8%)
Tractor
(10%) Cars/MUVS
(11%)
Two-wheelers
(12%)
Source: Official websites of Tyres

8. Prominent Brands
Types
`MHCV:
MRF: WANDERER, ZV2K
CEAT: MILAZE, RHINO
LCV:
APOLLO:ACELERE, AMAZER
JK TYRES: ULTIMA NXT, UXI
PASSENGER CAR:
JK TYRES: ULTIMA XP,
TORNADO
MRF TYRES: SUPER MAX,
SUPER LUG REVZ
TWO-WHEELERS:
MRF TYRES: ZAPPER,
NYLOGRIP
TVS TYRES: TERMINATOR
TRACTOR:
MRF: SHAKTI SUPER,
MITAS: MITAS RD 02
JK TYRES: JK SONA
Source: Official websites of Tyres

9. Pricing
HIGH
Rs.16000-
Rs.22000
MEDIUM
Rs.10000-
Rs.16000
LOW
Rs.10000
BELOW
Source: Official websites of Tyres

10. Prominent Brands
HIGH
CEAT: ANMOL, CZAR
MRF TYRES: Z SERIES, WANDERER
APOLLO: ASPIRE
MEDIUM
BF GOODRICH: ACTIVAN, G-FORCE
PROFILERFORT CONTACT
KLEBER: HYDRAXER, VIAXER
LOW
BIRLA TYRES: BT 112, BT ULTRA
CONTINENTAL: CONTI CROSS
CONTACT, CONTI COMFORT CONTACT
TVS TYRES: BADSHAH, LUG
Source: Official websites of Tyres
Pricing

11. Usage
Touring
Tyres
Sports
Tyres
Economy
Tyres
Source: Official websites of Tyres

12. ECONOMY TYRES
MRF TYRES: SUPER LUG REVZ
TVS TYRES: LUG
BIRLA TYRES: BT 112, BT
ULTRA
TOURING TYRES
CONTINENTAL: CONTINENTAL PURE CONTACT, CONTINENTAL
PREMIUM CONTACT
GOODYEAR: GOODYEAR EXCELLENCE & GOODYEAR DURAGRIP
SPORTS TYRES
MICHELIN: MICHELIN LATITUDE SPORT &
MICHELIN DIAMARIS
Source: Official websites of Tyres
Prominent Brands
Usage

13. Benefits
Performance
Tyres
Mud Tyres
All Terrain
Tyres
Snow and
Mud Tyres
All Season
Tyres
Source: Official websites of Tyres

14. Performance Tyres
MRF TYRES:ZSERIES, WANDERER
CONTINENTAL:CONTIFORCE
CONTACT, SPORT CONTACT
All- terrain tyres
CEAT: MILAZE, RHINO
MICHELIN: MICHELIN
CROSS TERRAIN
Snow and Mud tyres
GOODYEAR: GOODYEAR
ULTRAGRIP 8 PERFORMANCE,
GOODYEAR ULTRAGRIP 7 PLUS
CEAT: CEAT ARTIC 3, CEAT
FORMULA WINTER
Mud tyres
MRF: SHAKTI SUPER
MITAS: MITAS RD 02
JK TYRES: JK SONA
All Season Tyres
BRIDGESTONE: ECOPIA EP422,
TURANZA SERENITY PLUS
CONTINENTAL: ECO CONTACT, PRO
CONTACT
Source: Official websites of Tyres
Prominent Brands
Benefits

15. Category Segment-wise Percentage supply
(as % of Total Production)
B2C B2B
Truck/Bus 80 20
Passenger Car/ Jeep 55 45
LCV 54 46
Tractor Front 59 41
Tractor Rear 38 62
Scooter / Moped 40 60
Motor Cycle 41 59
Segmentation in B2B
Source- Automotive Tyre Manufacturers’Association

16. B2B Buying Behaviour
• Purchase decisions are performance based and rationale
• Technical Expertise
• Price
Source: Expert Interview

17. MRF Tyres- Tyres with muscles

18. Product
MRF TYRES
•NYLO GRIP
•SUPER MAX
•ZAPPER
APOLLO TYRES
•ACELERE
•AMAZER
•ASPIRE
CEAT
•HCL
•MILAZE
•RHINO
JK TYRES
•ULTIMA NXT
•UX1
•ELANZO NXT
Marketing Mix
Source: Official websites of Tyres

19. Price
PRICE
MRF TYRES
Rs.1854-
18800
APOLLO
TYRES
Rs.2347-
42390
JK TYRES
Rs.1408-
15838
CEAT
Rs.1042-
45758
Source: Official websites of Tyres

20. Promotion
MRF TYRES APOLLO
TYRES
CEAT JK TYRES
TAGLINE Tyres with
muscles
Go The Distance Born Tough The tyre that
never tires
ADVERTISING
STRATEGY
Ads at Petrol
Pump, Car and
Bike Showrooms
Campaigns
attracting youth
Focus on youth
through seminars
and campaigns
Ads by
multimedia and
prints
BRAND
AMBASSADOR
Gautam Gambhir Mahesh Bhupati
&
Radek Stepanek
Irfan Khan Armaan Ebrahim
Source: Official websites of Tyres

21. Tie-ups of MRF Tyres with
• Maruti
•Mahindra and Mahindra
•TATA Motors
•General Motors
Tie-ups of CEAT Tyres with
•TATA Motors
•Mahindra and Mahindra
•L&T
•Hero Honda
Tie-ups
Tie-ups of APOLLO Tyres with
•Audi
•Fiat
•GM
•Hyundai
Source: Official websites of Tyres

22. Positioning for B2B Institutions
Product
• HCV & LCV tyres.
• Passenger Cars & 2-wheelers tyres.
Promotion
• MRF promotes its tyres as tough,reliable and high endurance
for Truck & Bus manufacturers.
• It promotes its tyres for passenger cars and 2-wheelers as
high quality and high performance tyre manufacturer.
• MRF uses pull marketing strategy for its dealers.
Price
• List price for standard products.
• Competitive Bidding and Negotiated Prices.
Source: Expert Interview

23. •Improved capacity utilization and
overall cost efficiency.
•Reliability and Durability.
•Product Innovation.
•Customer focus.
•Strong distribution network.
•High importance to R&D and
conservation of energy.
•Volatility of prices of rubber and
crude oil.
•Steep inflow of inferior Chinese
tyres.
•Low liquidity and high interest
costs.
•Volatility in industrial relation.
•Rising Rubber Price.
•Existing and potential growth of
automobile industry.
•Government’s focus on
development and infrastructure.
•Reduction in interest of loans.
•Change in the tyre patterns of
commercial vehicles from bias to
radial patterns.
STRENGTHS
WEAKNESS
OPPORTUNITIES THREATS
SWOT Analysis of MRF Tyres
Source: Expert Interview

24. Recommendations
• Focusing on increase in production at par with the growing
automobile industry
• Increasing acquisitions and accelerating its franchise
programs worldwide
• Tackling competition from the Chinese market through dealer
push
• Spending more on advertisement and promotion through
safety videos
• Enabling huge investment in R & D
• Introducing a new variants like cycle tyres

25. Thankyou