Description
PRESENTATION ON CEAT TYRE
BRAND REVIEW
Prashant C M MMM Roll no. 19
TYRE INDUSTRY OVERVIEW
?
MEN’S ARE FROM MARS..TYRES ARE FROM INDIA! THE SHOW IS ON ...
?
The heavyweights like MRF, CEAT, JK TYRES & APOLLO etc
& midsize like METRO TYRES etc & some regional players of
tyre industry cover more than Rs.70 billion of market share in Indian tyre industry.
INTRODUCTION
?
CEAT International was first established in 1924 at Turino in Italy and manufactured cables for telephones and railways.
?
In 1958, CEAT came to India, and CEAT Tyres of India Ltd was
established in collaboration with the TATA Group.
? ?
In 1982, the RPG Group took over CEAT Tyres of India, and In 1990, renamed the company CEAT Ltd.
CURRENT SCENARIO
? ? ?
Manufactures over 10 million tyres every year. Enjoys 55% of the local market for light truck and truck tyres. Operates from plants in Mumbai and Nasik.
?
Exports to USA, Africa and other parts of Asia
4P’s of CEAT
PRODUCT
CEAT has inner tubes, flaps & the widest range of tyres in all categories
such as
?
Passenger Tyres - Cars, Motorcycle & Scooter tyres Auto-rickshaw tyres.
?
Farms Tyres - Tractors, Trailers etc
?
Heavy duty tyres - Heavy-duty Trucks and Buses, Light Commercial
Vehicles, Earthmovers & Forklifts,
PLACE
CORPORATE OFFICE (MUMBAI) FACTORIES / PLANT GLOBAL
DEALER BHANDUP NASIK HALOL MUMBAI DELHI CHENNAI BANGALORE
USA AFRICA ASIA
PLACE - DISTRIBUTION
3 different channel process in its Local & Global market REPLACEMEN T TYRES EXPOR T TYRES OEM
OEM’s follow the B2B sales process hence they do not require an elaborate distribution network.
CEAT has one of the largest distribution network for tyres in India. It has divided the Indian sub continent into 33 regions and has set up a Regional Office for each region
Tyres that are exported use the distribution network of some other company
PLACE - DISTRIBUTION
FACTORIE S (Nasik, Bhandup, Halol guj)
3 level distribution structure
RDC (Regional Dis centres) The tyres, tubes and flaps are transported to these from factories. The set is formed at RDCs and strapped
CFAs (Carrying & forwd Agents) The CFAs pull the goods from RDCs according to demand
Dealer
PRICE
TYRE
TRUCK LIGHT TRUCK CAR RADIAL SCOOTER 3 WHEELER BIKE FARM TYRES O.T.R. / GRADER
TOTAL PAIRS PRICE RANGE
Rs.21375 - Rs. 45758 Rs.12834 - Rs.19436 Rs. 1311 - Rs. 4444 Rs.887 - Rs. 1041 Rs. 1042 - Rs.1351 Rs.835 - Rs. 1914 Rs.3485 - Rs. 34435 Rs. 39825 - Rs. 140968
Pricing Reduction Announcement
?
In Dec 2011, CEAT announced price cuts to the tune of 3- 4 % on its
truck tyres & that was the 2nd round of price cuts announced by CEAT
within a span of 10 days, the first tyre manufacturer to do so.
?
CEAT believe in giving optimum benefit to its consumers through the six parameters viz. Quality, Trustworthiness, Credible Image, Value, Innovative & Understanding Consumers, that is why CEAT has been
rated as the Most Trusted Brand by the upper class as well as lower
class customer
PROMOTION
?
CEAT spends Rs 40-50 crores in a year on various
? ?
ATL BTL
?
From 1958 CEAT Tyres has successfully held its own.
?
?
Tagline ‘Born Tough’ particularly because the rhino logo.
Focus on heavy weight vehicles
PROMOTION
?
While observing ceat marketing strategy we come across various segment which connect with the latent needs of consumers. Later ceat come up with new logo focusing youth of country & passenger segment of market like car owner’s & biker’s with an emotional touch as showcase of product feature (Grip) as a solution to real time problem and establish the brand as most relevant tyre brand to the biker. Ceat mainly dealt with seminars, campaign type promotional activities
?
?
?
It’s main promotional activities include on-ground consumer meets for commercial segments, knowledge seminars like CEAT PRO, digital platforms focusing on cricket(eg. CEAT Cricket Rating and India Road Transportation Awards is a big frame for them) & Safety Zone activity for school kids which teaches safe road habits to school children, & engage with youth through social media & through brand platforms like www.beidiotsafe.com Post this campaign the sales for CEAT increased by 40-45% and expecting a similar growth for the next 2-3 quarters.
COMPETITOR’S
?
LOCAL
?
GLOBAL
MRF,
Apollo
Bridgestone,
Michelin
CUSTOMERS
? ? ? ? ? ? ? ? ? ? ?
TATA motors, Tvs motros. Hero Honda Bajaj tempo Swaraj mazda Eicher L& T Maruti, Mahindra & Mahindra Ashok Leyland Piaggio
doc_307914455.pptx
PRESENTATION ON CEAT TYRE
BRAND REVIEW
Prashant C M MMM Roll no. 19
TYRE INDUSTRY OVERVIEW
?
MEN’S ARE FROM MARS..TYRES ARE FROM INDIA! THE SHOW IS ON ...
?
The heavyweights like MRF, CEAT, JK TYRES & APOLLO etc
& midsize like METRO TYRES etc & some regional players of
tyre industry cover more than Rs.70 billion of market share in Indian tyre industry.
INTRODUCTION
?
CEAT International was first established in 1924 at Turino in Italy and manufactured cables for telephones and railways.
?
In 1958, CEAT came to India, and CEAT Tyres of India Ltd was
established in collaboration with the TATA Group.
? ?
In 1982, the RPG Group took over CEAT Tyres of India, and In 1990, renamed the company CEAT Ltd.
CURRENT SCENARIO
? ? ?
Manufactures over 10 million tyres every year. Enjoys 55% of the local market for light truck and truck tyres. Operates from plants in Mumbai and Nasik.
?
Exports to USA, Africa and other parts of Asia
4P’s of CEAT
PRODUCT
CEAT has inner tubes, flaps & the widest range of tyres in all categories
such as
?
Passenger Tyres - Cars, Motorcycle & Scooter tyres Auto-rickshaw tyres.
?
Farms Tyres - Tractors, Trailers etc
?
Heavy duty tyres - Heavy-duty Trucks and Buses, Light Commercial
Vehicles, Earthmovers & Forklifts,
PLACE
CORPORATE OFFICE (MUMBAI) FACTORIES / PLANT GLOBAL
DEALER BHANDUP NASIK HALOL MUMBAI DELHI CHENNAI BANGALORE
USA AFRICA ASIA
PLACE - DISTRIBUTION
3 different channel process in its Local & Global market REPLACEMEN T TYRES EXPOR T TYRES OEM
OEM’s follow the B2B sales process hence they do not require an elaborate distribution network.
CEAT has one of the largest distribution network for tyres in India. It has divided the Indian sub continent into 33 regions and has set up a Regional Office for each region
Tyres that are exported use the distribution network of some other company
PLACE - DISTRIBUTION
FACTORIE S (Nasik, Bhandup, Halol guj)
3 level distribution structure
RDC (Regional Dis centres) The tyres, tubes and flaps are transported to these from factories. The set is formed at RDCs and strapped
CFAs (Carrying & forwd Agents) The CFAs pull the goods from RDCs according to demand
Dealer
PRICE
TYRE
TRUCK LIGHT TRUCK CAR RADIAL SCOOTER 3 WHEELER BIKE FARM TYRES O.T.R. / GRADER
TOTAL PAIRS PRICE RANGE
Rs.21375 - Rs. 45758 Rs.12834 - Rs.19436 Rs. 1311 - Rs. 4444 Rs.887 - Rs. 1041 Rs. 1042 - Rs.1351 Rs.835 - Rs. 1914 Rs.3485 - Rs. 34435 Rs. 39825 - Rs. 140968
Pricing Reduction Announcement
?
In Dec 2011, CEAT announced price cuts to the tune of 3- 4 % on its
truck tyres & that was the 2nd round of price cuts announced by CEAT
within a span of 10 days, the first tyre manufacturer to do so.
?
CEAT believe in giving optimum benefit to its consumers through the six parameters viz. Quality, Trustworthiness, Credible Image, Value, Innovative & Understanding Consumers, that is why CEAT has been
rated as the Most Trusted Brand by the upper class as well as lower
class customer
PROMOTION
?
CEAT spends Rs 40-50 crores in a year on various
? ?
ATL BTL
?
From 1958 CEAT Tyres has successfully held its own.
?
?
Tagline ‘Born Tough’ particularly because the rhino logo.
Focus on heavy weight vehicles
PROMOTION
?
While observing ceat marketing strategy we come across various segment which connect with the latent needs of consumers. Later ceat come up with new logo focusing youth of country & passenger segment of market like car owner’s & biker’s with an emotional touch as showcase of product feature (Grip) as a solution to real time problem and establish the brand as most relevant tyre brand to the biker. Ceat mainly dealt with seminars, campaign type promotional activities
?
?
?
It’s main promotional activities include on-ground consumer meets for commercial segments, knowledge seminars like CEAT PRO, digital platforms focusing on cricket(eg. CEAT Cricket Rating and India Road Transportation Awards is a big frame for them) & Safety Zone activity for school kids which teaches safe road habits to school children, & engage with youth through social media & through brand platforms like www.beidiotsafe.com Post this campaign the sales for CEAT increased by 40-45% and expecting a similar growth for the next 2-3 quarters.
COMPETITOR’S
?
LOCAL
?
GLOBAL
MRF,
Apollo
Bridgestone,
Michelin
CUSTOMERS
? ? ? ? ? ? ? ? ? ? ?
TATA motors, Tvs motros. Hero Honda Bajaj tempo Swaraj mazda Eicher L& T Maruti, Mahindra & Mahindra Ashok Leyland Piaggio
doc_307914455.pptx