GLOBAL BUSINESS SCHOOL, HUBLI – 580025

Academic Year: 2020-2021

Submission of Digital Marketing Research of Tyre Industry

Semester : 3rd semester

Team No : 09

Subject : E-commerce & Digital Marketing

Roll No USN Name

SU45 20MBA255 Santosh Shetty B

SU09 20MBA179 Anilkumar B Kareppanavar

SU21 20MBA197 JibranahmedMujawar

SU41 20MBA248 Sachin Jambur

 Digital Marketing Research of Tyre Industry

Advertising:
Advertising is a means of communication with the users of a product or service.
Advertisements are messages paid for by those who send them and are intended
to inform or influence people who receive them.

Types of Traditional Advertising:

Print:

While the field of advertising has evolved, the goals have remained the same to
influence the opinions and buying decisions of consumers. Advertising through
print media was once the dominant form of advertising. Today, it exists among
the millions of digital advertisements and it's just as important.

Print advertising includes advertisements in:

 Newspapers and Magazines

 Brochures
 Directories
 Flyers and Posters
 Direct Mail (Post cards and Letters)

Broadcast:

Broadcast advertising is sharing promotional messages about your product or

service via television or radio. This type of advertisement is a risky investment
considering how easy it's been made for us to skip or change the channel
completely.

For businesses that can afford the high price tag associated with broadcast
advertising, the potential attention it brings is a brand is a worthwhile
investment. However, without a direct path to sales, broadcast is a tool for
awareness, not a sales-driver.

Outdoor Advertising:

Outdoor advertising, otherwise known as out-of-home advertising (OOH), is

simply any advertisement made visible to a consumer outside of their home.
Just like broadcast advertising, outdoor advertising is considered a mass-market
medium and is intended to support broad messaging and branding efforts.

Types of Digital Advertising:

Digital advertising relies on the internet to deliver promotional materials to
customers and more curated audiences. Advertisers can receive results
immediately regarding who has engaged with the advertisement, how that
person engaged, and whether or not it led to a sale.

Paid Search Advertising:

Paid Search Advertising involves bidding on keywords so that advertisements

related to specific keywords are placed at the top of the search engine results
page (SERP). With paid search, advertisers only pay when their advertisement
is clicked, providing the alter-ego pay-per-click (PPC).

Social Media Advertising:

Social media advertising serves promotions via social media platforms.

Advertising on social media gives you a quick ROI because everything on
social is done in real-time. With UTM codes you can track exactly where your
sales are coming from when you tag your social media advertisements as such.

Social media advertising allows for a little more freedom to release a brand's
personality, as social media tends to be a more relaxed platform than a paid
search advertisement or a television commercial.

Native Advertising:

Banners and pop-up advertisements make it obvious that they're trying to sell
you something. Native advertising camouflages itself.

By appearing as an almost-perfect match to the content that surrounds it,

native advertisements come in the form of articles videos on websites that are
already hosting similar materials.

Display Advertisements:

Display advertisements can be designed to be animated or stagnant, and are

typically found along the top or sides of web pages. Display ads aim for quick
conversions and their potential reach is enormous because search engines can
match an ad with millions of websites based on keyword and targeting
preferences.
Advertising Channels:
Video Advertising:

Video advertising is promotional content that plays before, during or after

streaming content. Some marketing professionals also expand the video
advertising definition to include display ads with video content, such as those
that start playing when a person puts a mouse cursor over them and native video
ads promoted on digital ad networks.

Ex: Television and YouTube

Audio Advertising:

Audio advertising is the delivery of ads in audio format through online

streaming platforms like podcasts or music streaming apps.

Ex: Pandora, Spotify, Stitcher, Amazon Music. Apple Music. Deezer

Search Engine Optimization:

Search engine optimization (SEO) is the art and science of getting pages to rank
higher in search engines such as Google. Because search is one of the main
ways in which people discover content online, ranking higher in search engines
can lead to an increase in traffic to a website.

Social Media Marketing:

Social media marketing is the use of social media platforms to connect with
your audience to build your brand, increase sales, and drive website traffic. This
involves publishing great content on your social media profiles, listening to and
engaging your followers, analyzing your results, and running social media
advertisements.

Ex: Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, and Snapchat.

Email Marketing:

Email marketing is a form of marketing that can make the customers on your
email list aware of new products, discounts, and other services. It can also be a
softer sell to educate your audience on the value of your brand or keep them
engaged between purchases.
Why Advertising is Important?
Advertising is important for the customers:

Customers are the people who buy the product only after they are made aware
of the products available in the market. If the product is not advertised, no
customer will come to know what products are available and will not buy the
product even if the product was for their benefit. One more thing is that
advertising helps people find the best products for themselves and their family.

Advertising is important for the seller and companies producing the

products:

Advertising helps producers or the companies to know their competitors and

plan accordingly to meet up the level of competition.

Advertising helps creating goodwill for the company and gains customer loyalty
after reaching a mature age.

The demand for the product keeps on coming with the help of advertising and
demand and supply become a never ending process.

Advertising is important for the society:

Advertising helps educating people. There are some social issues also which
advertising deals with like child labour, liquor consumption, girl child killing,
smoking, family planning education, etc. thus, advertising plays a very
important role in society.

Impact of Advertising:
Market Share:

Increasing market share is one of the most important objectives of business.

Market share is a key indicator of market competitiveness—that is, how well a
firm is doing against its competitors. This metric, supplemented by changes in
sales revenue, helps managers evaluate both primary and selective demand in
their market.
Demand:

It enables a company to judge not only total market growth or decline, but also
trends in customers’ selections among competitors. Generally, sales growth
resulting from primary demand (total market growth) is less costly and more
profitable than that achieved by capturing share from competitors.

Strategies to create Market share:

Management of all firms, large and small, are concerned with an adequate share
of the market so that their sales volume will enable the firm to survive and
prosper. Pricing strategy is one of the tools that is significant in creating and
sustaining market share. Prices must be set to attract the appropriate market
segment in significant numbers.

Impact on Society:

Advertising impacts on the economic stability of the society. The influence of

ads on the society builds their desire to purchase. This increases the sales of the
company which sums up to benefit the economic stature of the country.

Indian Tyre Industry:

The Indian Tyre Industry is an integral part of the Auto Sector, It contributes to
3% of the manufacturing GDP of India and 0.5% of the total GDP directly.
Indian tyre industry has almost doubled from Rs 30,000 crores in 2010-11 to Rs
59,500 crores in 2017-18 of which 90-95% came from the domestic markets.
The top three companies MRF, Apollo Tyres and JK Tyres have 60% of the
market share in terms of revenue. In terms of segmentation tyres can be divided
in two ways based on end market and based on product.
 CEAT TYRES

Comments:-1
Likes:-71
Date:-05/12/2021
#Hash tag:-#CEAT #CEATTyres #HeroGlamourBike

Comments:-
Likes:-46
Date:-03/12/2021
#Hash tag:-#CEAT #CEATTyres #WorldDisabilityDay
Comments:-
Likes:-105
Date:-14/12/2021
#Hash tag:-#CEAT #CEATTyres #TyreBlowout

Comments:-3
Likes:-76
Date:-30/11/2021
#Hash tag:-#CEAT #CEATTyres #GrippX3
Comments:-3
Likes:-68
Date:-28/11/2021
#Hash tag:-

Comments:-2
Likes:-49
Date:-25/11/2021
#Hash tag:-#CEAT #CEATTyres #INDvsNZ #TeamIndia
Comments:-1
Likes:-62
Date:-20/11/2021
#Hash tag:-#CEAT #CEATTyres #SecuraDrive #Renault #RenaultIndia

Comments:-4
Likes:-73
Date:-13/11/2021
#Hash tag:-#CEAT #CEATTyres #TyreCheck
Comments:-1.
Likes:-80
Date:-10/11/2021
#Hash tag:-#CEAT #CEATTyres #WBB #ZanskarValley #ZanskaarAndBeyond

Comments:-2
Likes:-129
Date:-06/11/2021
#Hash tag:- #CEAT #CEATTyres #BhaiDooj
Comments:-3
Likes:-53
Date:-14/11/2021
#Hash tag:-#CEAT #CEATTyres #HappyChildrensDay

Comments:-7
Likes:-109
Date:-03/11/2021
#Hash tag:-#CEAT #CEATTyres #HappyDiwali
Comments:-5
Likes:-75
Date:-03/11/2021
#Hash tag:-#CEAT #CEATTyres #Pulsar

Comments:-5
Likes:-2000
Date:-02/11/2021
#Hash tag:-
Comments:-2
Likes:-141
Date:-02/11/2021
#Hash tag:-#CEAT #CEATTyres #Dhanteras

Comments:-5
Likes:-50
Date:-28/10/2021
#Hash tag:-
Comments:-13
Likes:-105
Date:-27/10/2021
#Hash tag:-#CEAT #CEATTyres #FleetManagement #AI #SmartTyres

Comments:-99
Likes:-90
Date:-18/10/2021
#Hash tag:-#CEAT #CEATTyres #CEATblods #TyreAlignment
Comments:-66
Likes:-118
Date:-08/10/2021
#Hash tag:-#CEATtyres #SecuraDrive #SwitchToSecuraDrive

Comments:-31
Likes:-106
Date:-22/09/2021
#Hash tag:-#CEATtyres #SwitchToSecuraDrive #SecuraDrive
 Continental Tyres

Comments:-1
Likes:-27
Date:-13/12/2021
#Hash tag:-
#ContinentalTyres#ContinentalTires#WhenEverythingCounts#TheFutureInMotion#RubberMeets
Road#WhatItTakes#Continental150#150YearsOfContinental

Comments:-1
Likes:-33
Date:-
#Hash tag:-
#ContinentalTyres#ContinentalTires#WhenEverythingCounts#TheFutureInMotion#RubberMeets
Road#WhatItTakes#Continental150#150YearsOfContinental
Comments:-1
Likes:-35
Date:-8/12/2021
#Hash tag:-
#ArmedForcesFlagDay#ContinentalTyres#ContinentalTires#WhenEverythingCounts#TheFutureI
nMotion#RubberMeetsRoad#WhatItTakes#Continental150#150YearsOfContinental

Comments:-1
Likes:-52
Date:-6/12/2021
#Hash tag:-
#ContinentalTyres#ContinentalTires#WhenEverythingCounts#TheFutureInMotion#RubberMeets
Road#WhatItTakes#Continental150#150YearsOfContinental
Comments:-2
Likes:-53
Date:-4/12/2021
#Hash tag:-
#ContinentalTyres#ContinentalTires#WhenEverythingCounts#TheFutureInMotion#RubberMeets
Road#WhatItTakes#Continental150#150YearsOfContinental

Comments:-2
Likes:-51
Date:-2/12/2021
#Hash tag:-
#ContinentalTyres#ContinentalTires#WhenEverythingCounts#TheFutureInMotion#RubberMeets
Road#WhatItTakes#Continental150#150YearsOfContinental
Comments:-2
Likes:-51
Date:-29/11/2021
#Hash tag:-
#ContinentalTyres#ContinentalTires#WhenEverythingCounts#TheFutureInMotion#RubberMeets
Road#WhatItTakes#Continental150#150YearsOfContinental

Comments:-3
Likes:-40
Views:-139
Date:-14/11/2021
#Hash tag:-
#childrensday#childrensday2021#child#ContinentalTyres#ContinentalTires#WhenEverythingCo
unts#TheFutureInMotion#RubberMeetsRoad#WhatItTakes#Continental150#150YearsOfContine
ntal
Comments:-3
Views:-367
Likes:-82
Date:-4/11/2021
#Hash tag:-
#ContinentalTyres#ContinentalTires#WhenEverythingCounts#TheFutureInMotion#RubberMeets
Road#WhatItTakes#Continental150#150YearsOfContinental#happydiwali#indianfestival

Comments:-26
Likes:-4100
Date:-22/10/2021
#Hash tag:-
#ContinentalTyres#ContinentalTires#WhenEverythingCounts#TheFutureInMotion#RubberMeets
Road#WhatItTakes#Continental150#150YearsOfContinental#ContinentalRoute150
Likes:-30
Date:-21/11/2021
#Hash tag:- #GetTheGrip #ContinentalTyresIndia #GermanTechnology #FutureInMotion
#WhenEverythingCounts #tyregrip #bestgrip #road #foreveryterrain #foreveryweather #roadsafety
#driving #terrains

Views:-328
Date:-24/11/2021
#Hash tag:- #GetTheGrip #ContinentalTyresindia #GermanTechnology #FuturelnMotion
#WhenEverythingCounts #tyregrip #bestgrip #road #ContiSeal #Continentaldesigned #tirepunctures
Likes:-13
Date:-19/11/2021
#Hash tag:- #GetTheGrip #ContinentalTyresindia #GermanTechnology #FutureinMotion
#WhenEverythingCounts #tyregrip #bestgrip #road #foreveryterrain #foreveryweather #roadsafety
#driving #terrains #offroad #offroading #greenerterrains

Likes:-134
Views:-11000
Comments:-32
Date:-18/2/2021
#Hash tag:-#Continental #CC6 # Tyrereview
Likes:-95
Comments:-5
Views:-56000
Date:-19/10/2021
#Hash tag:-
#ContinentalTyres#ContinentalTires#WhenEverythingCounts#TheFutureInMotion#RubberMeets
Road#WhatItTakes#Continental150#150YearsOfContinental#Anniversary#150yearanniversary

Likes:-108
Comments:-32
Date:-15/10/2021
#Hash tag:-
#Dussehra#festival#IndianFestival#ContinentalTyres#ContinentalTires#WhenEverythingCounts#
TheFutureInMotion#RubberMeetsRoad#WhatItTakes#Continental150#150YearsOfContinental
Views:-323000
Likes:-146
Comments:-2
Date:-14/10/2021
#Hash tags:-
#ContinentalTyres#ContinentalTires#WhenEverythingCounts#TheFutureInMotion#RubberMeets
Road#WhatItTakes#Continental150#150YearsOfContinental

Likes:-146
Comments:-2
Date:-11/10/2021
#Hash tag:-
#DurgaPuja2021#indianfestival#ContinentalTyres#ContinentalTires#WhenEverythingCounts#Th
eFutureInMotion#RubberMeetsRoad#WhatItTakes#Continental150#150YearsOfContinental
Likes:-63
Comments:-1
Date:-30/09/2021
#Hash tag:-
#ContinentalTyres#ContinentalTires#WhenEverythingCounts#TheFutureInMotion#RubberMeets
Road#WhatItTakes#Continental150#150YearsOfContinental

Likes:-45
Date:-27/09/2021
Shares:-06
#Hash tag:-
#ContinentalTyres#ContinentalTires#WhenEverythingCounts#TheFutureInMotion#RubberMeets
Road#WhatItTakes#Continental150#150YearsOfContinental
 MRF Tyres

Comment: 17
Likes: 107
Date: 26/11/2021
Hashtag: #AClassApart
Comments: 70
Likes: 619
Date: 01/12/2021
 Bridgestone Tyres

Comments: 1
Likes: 102
Date: 06/12/2021
Comments: 0
Likes: 73
Date: 25/11/2021
Comments: 1
Likes: 53
Date: 29/11/2021
Hashtag: #BridgestoneSolutions #Bridgestone #BridgestoneIndia
Comments: 4
Likes: 58
Date: 08/11/2021
Hashtag: #PVSindhu #PadmaBhushan #BridgestoneIndia
Views: 746
Comments: 7
Likes: 89
Date: 04/11/2021
Hashtag: #BridgestoneIndia #HappyDiwali #festivaloflights
Comments: 8
Likes: 57
Date: 09/12/2021
Hashtag: #bridgestoneindia #bridgestonetires #EcopiaTyres #sustainability
Comments: 2
Likes: 43
Date: 14/12/2021
Hashtag: #BridgestoneIndia #tyrecare #safety
Comment: 0
Likes: 20
Date: 12/09/2021
Hashtag: #MRF #NYLOGRIP #MOTORCYCLE #INDIA #6YEARSWARRANTY
#KEEPDOINGNEW #NGP
Views: 103,893
Comments: 9
Date: 22/06/2021
Hashtag: #AClassApart
Comments: 0
Likes: 20
Date: 26/11/2021
Hashtag: #tractor #tractortyre #tractorlover #tyres #mrf #tyreshop #shop #shoptyres #mrflife
 Yokohama Tyres

Comments: 4
Likes: 58
Date: 15/12/2021
Hashtag: #NewStoreOpening #Newstore #StoreOpening #YCN #YokohamaClubNetwork
#Tyres #YokohamaIndia
Comments: 5
Likes: 2305
Date: 25/11/2021
Hashtag: #DriveForMore #YokohamaTyres #ChelseaFC #CFC
Views: 910
Comments: 10
Likes: 34
Hashtag: #AClassApart #WTC21
Comments: 0
Likes: 20
Hashtag: #DriveForMore #YokohamaTyres #ChelseFC #CFC #KTBFFH
Views: 1,865
Comments: 12
Likes: 29
Date: 16/10/2021
Views: 209
Likes: 4
Date: 04/11/2021
Hashtag: #extremeoverlanding #adventure #xol #extremeterrain #incredibleindia
#himachaltourism #allterrain #geolander #motorlifingstyle #YokohamaIndia
Views: 147
Likes: 0
Date: 04/03/2021
Views: 786,835
Likes: 22
Date: 04/02/2021
 Apollo Tyres

Likes : 76
Date: 10/12/2021
#Hash tag:- Brilliant Traction#Lowtyrenoise#Vehiclecontrol#TyreforLuxyrycars

Likes :109
Date: 13/12/2021
#Hash tag:- #From stop-start city roads to no sign of a road
Likes: 122

Date: 9/12/2021
#Hash tag:- #With its outstanding steering response the tyres is design to give you a premium
driving experience like never before.

Likes: 374
Date: 23/06/2021
#Hash tag:- #Experience a hassle free drive with low rolling resistance compound for better fuel
efficiency,which makes it aperfect choice for your long drives.#
Likes: 567
Date:14/12/2021
#Hash tag:-#at this tyres we don’t believe in discarding our old tyres,we believe in giving them a
whole new purpose .stay tuned to know how.

Likes: 234
Date: 16/12/2021
# Make your journeys eco-friendly with apollotyres whose low rolling resistance helps ensure fuel
effeciency and a greener future.#
Likes: 132
Date: 15/07/2021
This tyre gives you outstanding handlinf even on lean angles along with the high speed stablity which
makes it zippiest two wheeler radial tyre around.

Likes: 119
Date: 30/11/2021
#Sometimes good places are beyond the reach of the network doesn’t mean you cant reach when
you got apollotyre your journey no destination is too far.#
Likes: 105
Date: 27/05/2021
# Turn rough roads into smooth journyes conquer every terrain with tyres.#

Likes: 49
Date: 25/11/2021
# To drive adventureous rule the roads with the apollotyres.#
Likes: 63
Date: 24/11/2021
## The Skiddy roads wont be a bother its Impeccable grip traction and control ensure ride is a
smooth ride.#

Likes: 245
Date: 9/06/2021
#With its excellent off-road capablities R6 tyre made for the true adventurer.
Likes: 376
Date: 26/05/2021
# Made to ace the adventures in the urban Jungle the tyres cross is the perfectcombination of
comfort and style so that you unplug the adventure in thr urban maze.#

Likes: 157
Date: 24/07/2021
# Thetyre is made to lead you towards adventures of a lifetime n help you go the distance time to
hop on and rule the roads you'd never imagined you'll bike on.
Likes: 354
Date: 29/11/2021
#Feelthe breeze coast along with the apollotyres made to make long distance touring the norm.#

Likes: 277
Date: 13/06/2021
# True adventures never rely on roads.for them we make tyres.#
.

Like: 92
Date: 6/10/2021
# No road trip is too long with the best in class rolling performance of tyre.#
The following survey done for the Tyre Industry :

Platform Number of Ads

Facebook 54
Instagram 19
Twitter 2
YouTube 5

Platform
3%
6%
Facebook
Instagram
24%
Twitter
YouTube

67%

Type of AD Number of Ads

Print Ad 50
Video 30

Type of AD

30
Print Ad
Video

62%
 Number of
comments Comments
Positive 599
Negetive 122

comments

122

Positive

Negetive

83%

comments Number of
gender Comments
Male 566
Female 73

comments gender

11%

Male
Female

89%
Summary :
Each of the tyre organization have different strategies in marketing and also
different from one platform to another platform and also they targets all the
occasions , games , places and moments like they congrats to the game players
of Olympics and occasions along with wishes so that everyone can share the
images or videos to the wholesalers , dealers or to the customers and encourages
every moment like traveling adventures and all and even that captures youth
generations as well as families also and for long ride and high mileages so that
captures all the segments of heavy vehicles of transports and in each platform
they different segment of people.

Conclusion:
In India Advertising is most popular things to give the awareness of the
products or service. In the above ads of CEAT company is continuously
promoting their products. They do the ads on any festively, any celebrations or
any famous cricket player likes Anjinkya, Shreyas & Mayank.

In the above ads of MRF tyres, they are advertising for premium vehicles by
highlighting its comfort and performance. Yokohama tyres are trying to create
enthusiasm in the minds of adventure lovers by exploring southern parts of
India and they have also used Football Club Chelsea in their ads. Whereas
Bridgestone tyres congratulated PV Sindhu for winning Padma Bhushan and
their core competency is the ability to deliver a balanced performance of safety,
efficiency, higher mileage, while developing services that meet the expectations
of each customer.