Published by MBA Skool Team, Last Updated: April 01, 2017
Marketing Strategy of JK Tyres analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on JK Tyres marketing mix, help the brand succeed.
JK Tyres marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the JK Tyres Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
JK Tyres Product Strategy:
The product strategy and mix in JK Tyres marketing strategy can be explained as follows:
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, it manufactures all types of tyre for the two and three-wheeler market. Implementing the Truck Bias Technology, JK Tyres manufactures tyres for all types of trucks and is also involved in advanced tyre testing and polymer research. Radial tyres, LCV tyres and SCV tyres are also available from them. Farming being the biggest source of income for rural India, JK Tyres manufactures tyres for tractors which is widely used for farming in India. Off the road tyres comprises of tyres for high capacity vehicles primarily working in mines.
JK Tyres Price/Pricing Strategy:
Below is the pricing strategy in JK Tyres marketing strategy:
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. Primarily tuning their services for the economy class people, JK Tyres are able to penetrate the retail market and offer products at a fair price and of the best quality. By providing attractive offers and bundling their products helps them to play the price discrimination thus helping them earn greater profits. This shows how important the pricing strategy in its marketing mix has been for JK Tyres’ growth.
Following is the distribution strategy in the JK Tyres marketing mix:
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. JK Tyres primary and tertiary distribution network forms the base of their retail strategy. It has a good rural outreach, and it is highly integrated.
It pays fair margin to its distributors, which helps them to maintain a strong network of retail chain.
JK Tyres Promotion & Advertising Strategy:
The promotional and advertising strategy in the JK Tyres marketing strategy is as follows:
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. With wide range of CSR and promotional activities JK Tyres gains a good amount of goodwill among customers. This completes the JK Tyres marketing mix.
About JK Tyres:
JK Tyres is an automobile tyres and tubes manufacturing company. It is headquartered in New Delhi. It was founded in the year 1974 in West Bengal as an tyre manufacturing unit. Over the years, JK Tyres has gained more and more experience in this competitive industry dominated by big players like MRF, Bridgestone, Michelin, Dunlop and Goodyear. By the 21st century it has been able to gain competence on the field and has received several accolades over the years.
JK Tyres won the super brand of the year award for 2013-14. Headed by Raghupati Singhania with annual revenues of 6800 crores, JK Tyres is one of the bestselling tyre brands in India.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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