JK Tyres: Taking its Marketing Strategies to Total Control

Quick Read

 

The marketing strategy of JK Tyre focuses on innovation and customer engagement through a blend of traditional and digital tactics. This article explores JK Tyre’s advertising, target market, and overall marketing strategy, providing insights into their successful campaigns and market positioning.

JK Tyre and Industries Limited is one of the most reputed Indian organisations in the tyre and tube manufacturing sector.

In this case study, we would take a deep dive into knowing what JK Tyre as a company is, from a marketing perspective by going through its 4Ps of the marketing mix, the marketing strategies that it implements and how it is doing on the digital fronts in detail. So let’s start by understanding JK Tyre company details in the coming section.

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JK Tyre Company Details

Founded in 1974 by Dr. Raghupati Singhania, JK Tyre has emerged as a global leader in the tyre manufacturing industry. With a commitment to quality and innovation, the company has built a strong presence both domestically and internationally.

JK Tyre’s journey began in 1970 when it focused solely on tyre production. Over the years, it has solidified its position as a top 25 tyre manufacturer worldwide. Headquartered in Delhi, India, the company’s products are available in over 106 countries.

As a specialised tyre and tube manufacturer, JK Tyre’s marketing strategy promotes and offers a diverse range of products for various vehicles. The company commands the largest market share in India’s Truck Bus Radial (TBR) segment.

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What’s New With JK Tyre?

• Revenue (2023): JK Tyre’s marketing strategy helped the company to generate a revenue of INR 12,000 crore (Source: JK Tyre Annual Report)
• Number of Employees: Over 9,000 people are working to achieve the marketing plan for the tyre business. (Source: JK Tyre Corporate)
• Market Share: 22% of the Indian tyre market (Source: Statista)
• Customer Satisfaction: The marketing strategy of JK Tyre resulted in 85% customer satisfaction (Source: JD Power)

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Business News

As a result of JK Tyre’s marketing strategy, the company announced a strategic partnership with a leading electric vehicle manufacturer to develop specialised tyres for electric cars, marking a significant step towards sustainable mobility.

Product Launch

The company launched the ‘Smart Tyre’ range, which features embedded sensors to provide real-time information about tyre health, enhancing safety and performance after studying JK Tyre’s target market.

Marketing News

JK Tyre’s marketing strategy unveiled its new marketing campaign, ‘Total Control,’ aimed at highlighting the superior performance and reliability of its tyres in various driving conditions. Want to understand the factors that a company considers while designing the marketing strategy of JK Tyre? Check out our courses on digital marketing online to understand this from a marketer’s point of view.

Celebrity News

As a part of the marketing strategy of JK Tyre, Virat Kohli (Cricketer in the Indian Team) has been signed as the brand ambassador for the company, bringing his star power to boost the brand’s visibility and appeal.

 

Buyer Persona for JK Tyre’s Target Audience

A buyer persona provides a detailed profile of JK Tyre’s ideal customer. JK Tyre’s marketing strategy is based on its audience’s motivations, preferences, challenges, and online activities.

Based on the detailed breakdown, it’s no surprise that the marketing strategy of JK Tyre uses social media platforms like Instagram and Facebook to execute their marketing campaigns. Here, JK Tyre’s marketing strategy can integrate gardening and interior design to match the requirements of its target audience.

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Marketing Mix: 4P’s Used to Design the Marketing Strategy of JK Tyre

Marketing mix is a marketing model that asserts the necessity of the 4Ps, which are, Product, Price, Place, and Promotion. To market a product successfully, all the four P’s of the marketing mix are essential for a company to effectively sell their products or services in any market.

Let us understand how JK Tyre has planned this marketing model in the coming section by going through Product, Price, Place and Promotion.

Product Strategy of JK Tyre

JK Tyre is a well-established company renowned for producing high-quality tires. With a team of experts and cutting-edge technology, they offer a diverse range of products to meet the needs of different customers. Their product portfolio includes tyres for passenger cars, motorcycles, farms, commercial vehicles, off-road conditions, three-wheelers, and even retreads.

JK Tyre has been in the tyre industry for almost 5 decades now. Also, having strong research and development (R&D) in place along with decades of experience, it has a very strong product portfolio that serves all kinds of tyre needs.

It has the largest market share in the Truck Bus Radial segment which falls under the commercial tyres segment and is also the first company in India to launch Smart Tyres that automatically measures key metrics such as air pressure and temperature of a tyre.

Price Strategy of JK Tyre

JK Tyre is primarily a business-to-business (B2B) enterprise that has established itself as one of the major tyre manufacturers in the country. As a part of JK Tyre’s marketing strategy, its pricing policy is set on the lines of offering its products around competitive pricing.

Being in an industry that also has reputed brands such as MRF, Bridgestone, Ceat and Apollo Tyres, gives JK Tyre very little room to change its pricing policy.

Although, JK Tyre has tie-ups with many popular automobile entities where prices are fixed upon various factors, details of those prices are always kept private.

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Place Strategy of JK Tyre

JK Tyre’s marketing strategy has effectively leveraged its place strategy to drive business growth. By strategically locating its operations and distribution channels, the company has overcome challenges related to brand awareness and accessibility. This customer-centric approach has ensured that JK Tyre products are readily available to consumers across India and beyond. The company’s global expansion further solidifies its position in the market.

The Indian Subcontinent distribution network includes the following:

• 4,600 Dealers and 345 Distributors
• Tie up with 870 Fleet Operators
• Tie up with 3 Oil Marketing Companies
• 140 Sales, Service and Stocking Points
• 20 Regional Offices
• Presence on eCommerce platforms such as Flipkart and Cardekho

Its foreign distribution network includes the following:

• 97 Dealers and a network of 144 third-party dealers/distributors in Mexico
• 76 Distributors in the Middle East and South-East Asia
• 61 Distributors in Africa
• 60 Distributors in North and Latin America

It has constantly worked on expanding itself strategically over the years to different places and continues to do so.

Promotion Strategy of JK Tyre

Promotion is a key strategy for JK Tyre to maintain its brand visibility. The company employs a mix of traditional and modern marketing tactics.

For offline promotion, JK Tyre’s advertising strategy heavily relies on television and newspapers to reach a wide audience. Additionally, the brand engages in event sponsorships and automotive-related activities to connect with potential customers on a deeper level.

As part of JK Tyre’s marketing strategy, the company has appointed Armaan Ebrahim, a well-known figure in F1 racing, as the brand ambassador.

Just like many other corporates, JK Tyre also undertakes various corporate social responsibility (CSR) campaigns for the welfare of the people.

 

Digital Marketing Strategy of JK Tyre

Let’s take a look at JK Tyre’s marketing strategy and how the company carries out their marketing campaign:

Social Media Presence of JK Tyre

As a result of JK Tyre’s marketing strategy, the company has been very active on social media platforms and is present on Facebook, Instagram, Twitter and YouTube. It enjoys a decent fan following on all the platforms:

• It has about 1M followers on Facebook
• 59.3K followers on Instagram
• 9K followers on Twitter
• 7.48K subscribers on Youtube

Besides this, it also has a sister page called JK Tyre Motorsport. The company has been posting regularly on all the platforms, keeping its audience engaged. It also comes up with social media campaigns regularly. However, it has similar posts on all the platforms except YouTube.

This is how JK Tyre is performing on social media platforms. However, social media platforms are not just everything. It is one such significant aspect of digital presence.

E-commerce Management

The website of JK Tyre, has a very different design. It has all the relevant sections mentioned on the home page but the whole website is un-scrollable. Thus, this contributes to a negative user experience on the website. This is something on which JK Tyre has to work to improve the user experience for the customers.

JK Tyres is one of the largest tyre companies in India and they offer a range of tyres for various types of vehicles, property and equipment. As you would expect, a lot of customers want to find out which tyre would be the best for their vehicle. To help customers with this process they have created this tyre selector tool to help consumers choose the best tyre for their specific needs and budget.

SEO Strategy

As part of JK Tyre’s marketing strategy, the company optimises its website for search engines (platforms used by users to find information) by using relevant keywords (the words used to search information), creating engaging content, and ensuring a user-friendly interface to drive organic traffic (Unpaid visitors to a company’s website).

People across the country, especially the ones residing in Mumbai and Gurgaon want to explore SEO (an important component of digital marketing). This has led them to search for information using the keywords, ‘digital marketing courses in mumbai’ and ‘digital marketing courses in gurgaon’.

Mobile App

The JK Tyre app provides features like real-time tyre health monitoring, service reminders, and easy access to product information, enhancing customer experience and engagement.

Influencer Marketing Strategy

As part of JK Tyre’s marketing strategy, the company collaborates with automobile influencers and motorsport enthusiasts who demonstrate their products in real-life applications, increasing credibility and reach among potential customers.

 

Marketing & Advertising Campaigns Designed by JK Tyre’s Marketing Strategy

Marketing campaigns have become a cornerstone of business strategy. Companies are increasingly recognising the importance of these efforts in driving revenue growth, expanding market reach, and building a strong brand image. The success of a marketing campaign hinges on the effective execution of its components.

JK Tyre is a prime example of a company that invests heavily in advertising and marketing. The company utilises a multi-channel approach, including traditional media like newspapers and television, as well as digital platforms to promote its products in India. Let’s explore some of the marketing campaigns designed by JK Tyres marketing strategy.

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Zindagi Ke Pahiye – A JK Tyre Marketing Campaign

We all are aware of the fact that the life of a truck driver has never been an easy one. They often have to drive through long hours with utmost safety.

Most of the time, they are on journeys, navigating through tough terrains away from their families which at times is physically, mentally and emotionally exhausting. Despite all these, they keep going on every day on their work without any break and yet deliver their assignments in due time.

Here, the marketing strategy of JK Tyre showcases how its products like JETSTEEL, JDE++ and JET XTRA XLM make the lives of these truck drivers easy.

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#ItsNotOk – A JK Tyre Blaze Product Promotion Campaign

As part of JK Tyre’s marketing strategy, the ‘#ItsNotOk’ campaign was launched in 2017 to promote its new tyres called Blaze.

JK Tyre, via this advertisement, showcased the importance of having a proper, quality tyre installed in the vehicle that can safeguard a driver’s safety multi-folds.

It beautifully portrays the message in a very desi tone saying that ‘it’s not ok’ to have any random cheap quality tyre installed. It also takes a subtle dig at how Indians pay more attention to their haircuts than the quality of tyres installed in their vehicle.

 

Marketing Strategy of JK Tyres That Failed

One part of JK Tyre’s marketing strategy involved the launch of a campaign highlighting the ruggedness and durability of their off-road tyres, showcasing vehicles navigating through challenging terrains. The campaign aimed to appeal to adventure enthusiasts and off-road driving fans by demonstrating the tyres’ superior performance in extreme conditions.

Issue: A campaign focusing on the ruggedness of JK Tyre’s off-road tyres was criticised for depicting environmentally sensitive areas in a negative light.

Backlash: The campaign faced backlash from environmental groups and customers, leading to negative publicity and calls for a boycott.

Response: JK Tyre’s marketing campaign quickly withdrew the campaign, issued an apology, and committed to more environmentally conscious advertising in the future.

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Top Competitors That Influenced the Marketing Strategy of JK Tyres

JK Tyres is not the only home improvement retailer in this industry. Many other players can have a huge impact on JK Tyre’s marketing strategy:

• MRF Tyres: Known for their extensive range of tyres and strong presence in motorsports.
• Apollo Tyres: Offers innovative tyre solutions with a focus on sustainability and performance.
• CEAT Tyres: Renowned for their high-quality tyres and strong marketing presence.
• Bridgestone India: A global tyre manufacturer with a focus on premium products and technology.
• Goodyear India: Offers a wide range of tyres known for their durability and performance.

 

Conclusion

JK Tyres is a prominent name in the tyre industry. Over the years, it has gained popularity in the market due to its wide range and unmatched products. From being a market leader in the truck bus radial (TBR) segment in the country to manufacturing high-quality tyres with strong research and development in place, JK Tyres has done it all on the business front.

Nonetheless, it continues to prioritise developing a strong digital profile. However, its website and YouTube channel are crucial in this regard where they have been lagging compared to industry standards.

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Learning From Other Brands

In comparison, the marketing strategy of Tesco focuses on providing a seamless shopping experience through a combination of competitive pricing, extensive product ranges, and loyalty programmes, showcasing how customer-centric approaches can drive brand loyalty and market leadership.

Similarly, the marketing strategy of PlayStation leverages exclusive game titles, immersive gaming experiences, and strategic partnerships with game developers to connect with a diverse gaming audience, highlighting the importance of innovation and community engagement in achieving growth.

Additionally, the marketing strategy of Gymshark focuses on influencer marketing, social media engagement, and product innovation to cater to the evolving fitness market. These examples illustrate how well-crafted marketing strategies can help brands excel in their respective industries and foster long-term customer loyalty.