mrf car tyres

MRF Car TyresBy: Rajeev Kumar Mollick

MBA (ITL)

Marketing Management Presentation

Objective:

Section-A• About the MRF Company

• Products & Services of MRF

• Achievements

Section-B Segmentation Of MRF Tyre

About The Product

Product Marketing

5 C’s of MRF Tyre

4 P’s of MRF Tyre

SWOT Analysis

About The Company:• Madras Rubber Factory Limited (abbreviated as MRF) started as a rubber balloon

factory with a funding of Rs.14, 000 by K M Mammen Mappillai, in the year 1946, at

Tiruvottiyur, Madras (now Chennai).

• 1952 – MRF ventured into the manufacture of tread rubber.

• 1961 – With the success achieved in tread rubber, MRF entered into the manufacture of

tyres. MRF established a technical collaboration with the Mansfield Tire & Rubber

Company of USA. Around the same time, it also became a public company.

• 1964 – An overseas office at Beirut (Lebanon) was established to develop the export

market and it was amongst India's very first efforts on tyre exports. This year also

marked the birth of the now famous MRF Muscleman.

About The Company: (Cont..)

• 1967 – MRF became the first Indian company to export tyres to the US

• 1988 – The MRF Pace Foundation was set up with international pace bowler, Dennis

Lillee as its director.

• 1989 – MRF also opened the MRF Tyredrome, India's first tyre company–owned wheel

care complex at Chennai.

• 1993 – K.M. Mammen Mapillai became the first South Indian industrialist to be awarded

the Padmashri for his contribution to industry.


About The Company: (Cont..)

• 2007 – MRF launches ZSLK tyres – the first eco friendly tyre.

• 2013 – MRF's Aero Muscle becomes the only Indian tyre to be chosen for the legendary fighter jet -

Sukhoi 30 MKI

• 2015 – MRF breaks into Forbes India's Super 50 list of the best companies in India.


Products:

• Tyres• Passenger Cars

• Two Wheelers

• OTR (Off The Road Tyre )

• Trucks/Buses

• Farm Services

• LCV (Light Truck Tyre)

• Tubes & Flaps

• SCV (Small Commercial Vehicle )


Products (Cont..):• Funskool• Paints And Coats• PretaredsMRF PRETREADS is the most advanced precured retreading system in India.

Greater tyre Mileage

Better Road Grip

Well researched Tread Patterns through years of innovation and Testing

Proven Rubber Technology

Range of patterns to suit various applications

Low Operating Costs

• Conveyor Belt


Services:• T&S (tyres and services)T&S stocks the entire range of MRF tyres and is equipped to provide services of

computerised wheel alignment, wheel balancing and tyre changing

• MRF TIRETOK • Robotic Wheel Aligner

• Vehicle Safety Test Lane

• Diagnostic Wheel Balancer

• Semi-automatic Tyre Changer(with helper arm)

• A/C recovery and recharging unit

• Electronic headlight aligner

• Nitrogen generator(membrane type)

• Special two-wheeler tyre changer (with rim adaptors)


Services (Cont..):

• TyredromeMRF Tyredrome have international range of services From robotic wheel alignment to Nitrogen

filling

• MRF FASST (Friendly After Sales Service Team)• removal and refitment of wheels

• mounting and de-mounting of tyres from the rims

• nitrogen inflation

• MRF Institute of Driver Development


Motorsports:

• MRF Racing

• MRF Rally Team

• MRF Motocross

• MRF Karting


Cricket:

• MRF Pace FoundationMRF Pace Foundation is a coaching clinic

for training fast bowlers established by MRF

with the help of former Australian pace

spearhead Dennis Lillee in Chennai, India.


Achievements:

• FORD WORLD EXCELLENCE AWARDSMRF won the silver award and is the only Indian company to win this

excellence award.

• J D POWER ASIA PACIFICMRF won the award for customer satisfaction not once but 11 times till date.

• TNSMRF voted the "Most Trusted" Tyre company in India by TNS 2006 global CSR study.

• CAPEXILMRF won the award for exports.


Segmentation Of MRF Tyre:


About The Product:Name: MRF ZLX

Brand: MRF

Sector: Automobiles

Category: Tyre Industry

Segment: Automobile industry, Manufacturing industry

NIC Code: 22111

Tagline/ Slogan: “Comfort Made More Comfortable”

Target Group: Small cars

Positioning: India’s no.1 tyre making company with comprehensive tyre portfolio

Promotional Video


Product Marketing:

• MRF: Masters at pull Strategies

• Publicity campaigns & Above-the-line promotional methods

• Pioneered the practice of heavy advertising and promotion in the tyre industry.

• MRF differentiates itself from the competition, on its two pillars of High Quality and Endurance


5 C’s of MRF:

1. Company Undisputed market leader and market share of 24%

Exports to over 65 countries worldwide that accounts to 12%

Brand promotion through sports celebrities

Created a formidable product line, length, and breadth to serve every segment of the industry

2. Customer Car Owners

OME’s (original equipment manufacturer )

Rural Market


5 C’s of MRF: (Cont..)

3. Collaborators• Tie-ups with

Maruti

Mahindra and Mahindra

Tata Motors

General Motors

• Collaborative incentives Assured Supply

Assured Quality

Just in time Supplies


5 C’s of MRF: (Cont..)4. Competitors

• Basis of Competition: High performance tyres and durability

Comfort Tyres

Price

Grip

Cornering and braking

• Competitors: Apollo

JK Tyres

CEAT

Goodyear

Yokohama


5 C’s of MRF: (Cont..)

5. Context• Economic Environment:

• Unresolved TAX issues

• Increasing cost of raw material

• Import Restrictions

• Technological Environment:• Indigenous development of radial technology

• Market entry by international players


4 P’s of MRF Car Tyre:1. Product

• MRF Car Tyre

2. Place• 7- Plants located in various places in south India.

• 2500 Outlets in India and exports to over 65 countries worldwide.

• Its distribution channels include:

1. Factories

2. Divisional and Regional Distribution Centers

3. Carrying and Forwarding Agents

4. Dealers


4 P’s of MRF Car Tyre: (Cont..)

3. Pricing1. MRF ZLX 145/80 R12 74T Tubeless Car Tyre- Rs2,800.00

2. MRF ZLX 155/70 R14 Tubeless Car Tyre- Rs3,500.00

3. MRF ZLX 155/65 R13 73T Tubeless Car Tyre- Rs3,000.00

4. MRF ZLX 155/80 R13 Tubeless Car Tyre- Rs3,375.00

4. Promotion• Advertising:

1. Various ads in Televisions

2. Billboards

3. Sponsors to various racing events

4. Sport accessories


SWOT Analysis:

Strength :• Company has remained in no.1 position in tyre industry and was the first to reach annual turnover of Rs.5000Crore in

India.

• Good export market with company exporting tyres and conveyor belts to 65 countries.

• Strong financial position

• Loyal Customers

• Advertising as India eco-friendly car tyre making company.

• Reputation Management


SWOT Analysis:(Cont..)

Weakness :

• Volatility in industrial relations. Ex: the labour unrest

• Intense competition due to presence of other global brands

• Low R&D

Opportunity :• Emerging markets and growth of automobile industry

• More tie-ups with Automobile companies as it’s mainly into B2B market.

• Horizontal and concentric Diversification.


SWOT Analysis:(Cont..)

Threats :• Price wars

• Stiff competition from national and international brands

• Cheaper technologies

• Volatility in prices and availability of raw material as india’s rubber production is less than its demand.

• Government Policies w.r.t export duties, import duties, tax levied on automobile industries and economic condition of

nation as it determines the sale of automobiles.

• Introduction of other transport facilities like metro, monorails and local trains, keeping pollution hazards caused by

combustion of automobile fuels.

mrf car tyres

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