JK Tyre has kicked off an aggressive rural marketing programme ‘Sahi Chunao’ (Right Choice) to bolster tractor tyre sales. Also, under its new Key Farm Dealers (KFD) initiative, the tyre major is looking at a network of 125 exclusive tractor tyre dealers this fiscal.
According to company sources, it is expecting the tractor tyre turnover to grow 20 per cent to Rs 80 crore in fiscal 2002-03. Last year against considerable industry de-growth, the company secured a tractor tyre growth of 17.5 per cent. The Rs 375 crore tractor tyre market, which has of late been hit by slugishness, is marked by the presence of competitive rivals like MRF, Goodyear, Punjab Tractors, Escorts and New Holland.
Sahi Chunao is designed as a consumer education programme, under which JK Tyre will create awareness among rural consumers about the need for care and maintenance to receive the maximum returns from tractor tyres
In the first phase, beginning with Bihar and Uttar Pradesh, the company will take mobile vans carrying a range of tractor tyres to over 200 villages. In the second phase, by the end of September 2002, the company plans to cover another 250 villages. ‘Based on the customer-centric approach and sales, the company will retain their existing dealers. JK Tyres plan to have a network of 125 KFDs this fiscal.
JK Tyre expects the key farm dealers channel to account for at least 35 per cent of tractor tyre turnover this fiscal. JK Tyre (including Vikrant Tyre) is expecting an overall turnover growth of 15 per cent in fiscal 2002-03 over its turnover of Rs 1860 crore (including Rs 450 crore from Vikrant Tyre).
Source: Financial Express