JK ORGANISATION

Jk organisation is an India based company founded in 1974 in west bengal

Kamlapatji and his father Seth Juggila the first letter is the initials of the, Jk
group, they are almost in 80 countries across 6 continents and working overseas
successfully JK Tyre is the market leader in the commercial vehicles (CV) segment with 28 per
cent market share and derives 80 per cent of revenue from the segment. . Although they have
many competitors too.
1. Apollo tyres
2. Ceat
3. MRF tyres
4. Dunllop
5. Bridgestone
6. Michelin
It is very important for jk group to work on their business strategy and
marketing mix for sustainability in the market with this kind of the fast moving
generation and consumer needs and strong competitors, although they are in
B2B business in the large scale but they also deals in the B2C business also
because ultimately the consumers are the biggest target for any business or
organisation to grow. Because they have many more tie-ups with many auto
mobile companies so the post-sale services , safety and quality of the tyres is
very important too, with the superior quality of the product which offers value
to the customers and to make customers feel delighted.

Difference between CSR and sustainability marketing:

Corporate Social Responsibility (CSR) looks in the past, covering what a
business has done, ordinarily over the most recent a year, to make a
commitment to society.
Nowdays CSR is just a tool to look good in the market by most of the
companies first they harm the environment and then cover themselves with the
cloak of CSR many pharmaceutical companies flow their chemical discharge in
the water bodies and then in the name of CSR they start campaigning.
Sustainability marketing looks forward in the future, arranging the future,
responsibilities to anchor its future in the sustainability marketing they follow
each and every step to actually conserve the environment they actually create a
new opportunities for the upcoming generation and sustainability in the market
they actually use this technique to high up the competitors.
 decreasing waste
 guaranteeing supply chains
 growing new markets
 constructing its image.

SUSTAINABILITY MARKETING OF JK tyres

Sustainability marketing goes for promoting maintainable items and

administrations which full fill consumer needs and altogether enhance the social
and ecological execution along the entire life cycle while expanding consumers
esteem and accomplishing the organization's targets

Sustainability marketing is the key for success and can be used as

a successful business strategy to tackle the competitors :

Sustainable use of energy and water conservation:

All the manufacturing facilities of JK Tyre are nearly zero discharge and highly
water efficient.
It’s a known fact that water is equally critical to communities and Industry and
therefore they have initiated various water conservation initiatives to help
nearby local communities to conserve water.
The activities like field trenching, farm pond construction/ deepening, etc have
been implemented to conserve water.
Their initiatives towards conserving water and energy are one of the best as per
industry standards.
JK Tyre in FY-2016-17 achieved a total energy benchmark level of 10.33
GJ/Tonne of production and ranks among top five best companies in the sector
worldwide.
JK Tyre is committed towards goal of being Green and Clean Company with
sustainable use of energy

Noise reduction Technology and employee safety

JK tyre is the first company in India to install the ‘On level Tyre Test Machine
- generating real time data in tyre testing First tyre company in India to install
anechoic chamber for noise measurement to safe guard the health of their
workers which makes them unique and which helps them in better caring of
their employees.

Plantation and technological advancements to help the environment:

As we all know Jk tyre is the company which uses the rubber and different types
of chemicals in their production which goes directly in the air so they installed
carbon cutting mechanism which not completely but reduces the large
proportion of the carbon.
They have planted more than a million trees at different locations to enrich
greenery and to maintain environment. Green patches are also maintained for
general public at parks, gardens, traffic circles, road sides etc.

Carbon footprint monitoring

Monitoring carbon footprint is part of their commitment to the society for better
& safer environment of our future generation.
Jk group believes that it is everyone’s responsibility to maintain the
environment and work in the eco-friendly manner apart from CSR because CSR
is a compulsory practise governed by the government apart from that it is their
reponsibility to conserve energy and control the carbon emission.

Sustainable marketing as a growing opportunity:

JK Tyre is committed to sustainable Growth while meeting its Economic,
Environmental and Social obligations to ensure betterment of all its
stakeholders including Customers, Employees, Investors, Government and
Society at large.
They follow the moto of “we want to make earth more liveable and our quest
continues to strengthen our sustainability practices and remain accountable to
all our stakeholders.”

Few achievements of their sustainable marketing

Chennai tyre plant received “Excellent Energy Efficient Unit” Award from CII
during their 15th Energy Efficient Summit, 2016.
Chennai Tyre Plant was conferred Platinum Category Award, 2016 by Indian
Green Building Council (IGBC).
CII National HR Excellence Award, 2016 for significant achievement in HR
excellence

Marketing mix of Jk tyres

Product
JK Tyres is a standout amongst the most reputative tyre producers in
India.
They offer a wide item range of tyres blend comprises –
 Passenger vehicle tyres
 two/three-wheeler tyres
 off the street tyres and agricultural vehicle tyres
 JK Tyres gives tyres to the whole scope of SUVs running on Indian
streets.
From a 3-kg bike to a 3.5 ton OTR tyre (which are made for the heavy
loaded vehicles) it makes a wide range of tyre for the two and three-wheeler
showcase. JK Tires makes tires for a wide range of trucks and engaged with
cutting edge tyre testing and polymer examine, to check the quality of the
product and deliver the superior quality of the product to the users.

Price
 JK Tyres offers tyres to clients at an aggressive cost. The vehicle segment
is highly focused on the competitions
  JK Tyres faces extreme rivalry from other tyre makers like MRF,
Bridgestone, Michelin, Dunlop and Goodyear etc.
 The end goal is to counter it, they value their items in different range
from of their rivals, like giving advantages to its clients during the festive
seasons with the different types of offers and services by the company.
 JK Tyres is now in the depth of the retail market and offer items at a
reasonable cost and of the best quality.
 They are following the moto of providing value to the customers.

Place
 JK Tyres have a very good and strong availability in the Indian market.
 They are in domestic market and as well as in the international market
 JK Tyres distributes its products primarily by retail chain.
 Their product are available easily at any retail automobile shop
across India.
 They also have an exclusive outlets which sells only JK Tyres and
accessories at their outlet with the wide range of selection and
pocket friendly too for the consumers.
 JK Tyres distribution network is well designed and have a proper
chain of command to forms the base of their retail strategy with a
good rural outreach.
 They take care of their distributors along with the customers they
pays fair margin to their distributors, which helps them to maintain
a strong network of retail chain this makes their distributors to be
loyal with them.

Promotion
 JK Tyres advertisement and promotional activities are very well planned
and extensive which helps them to provide all the knowledge and
awareness about their product to their customers.
 They use all the primary mode of promotion and advertisements through
Television , print media and billboards used by them.
 JK Tyres promotes its products by the tagline of “Total Control”, which
helps them to play with the mind of the customers that their tyres are
good for safety on roads it gives them an extra benefit that earns them
easy brand recall.
 Few suggestions for JK tyres for the sustainability
marketing

 JK TYRES should include and invest more in the research and

development for the eco-friendly measures to lower down the carbon
emission and cut down the carbon foot print.

 Rubber is the basic material they use in their product so there should be a
proper recycle channel also like they can give various offer to their
customers with the exchange offer on the old tyres they recycle.


 They have a tie up with different auto mobile industries so they can use
the rubber and plastic as a road building material as the TATA industries
already started this method in Jamshedpur and in their Chennai
manufacturing plant.

 This will bring a revolution in their marketing and brand goodwill too.

 They can work as the guardian of any state or city like Aditya birla group
did in Renukoot Hindalco industries, and TATA in Jamshedpur this will
help them in their marketing and expanding their brand name also.