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These tyres were used all over the world and the company thought of taking the advantage of this better feature packed tyres in India. Zen Microgrip could not take the first mover advantage in this case as they lacked some basic promotional and product awareness skills. They did not promote the product that well, there were no informative campaigns to make the user aware of the benefits of the radial tyres over the conventional nylon tyres. The company did not pass on the information to the dealers and they were left alone to use their own push tactics, which finally did not work.
The Indian tyre market is divided into 3 segments...
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