1.
MRF(Madras Rubber Factory)
Presented To: Dr. Sumesh Raizada
Presented By: Pushpendra Singh

2.
About it
 Largest Tyre Manufacturer in India
 14th Largest Tyre Manufacturer Worldwide
 Started in 1946(as Balloon manufacturing
company)
 1st Indian company to export tyre to USA
 Managing Director: Arun Mammen

3.
Background
 Headquartered: Chennai, Tamilnadu, India
 Industry: Tyres, Rubber products
 Founded: Madras, Tamil nadu, India in 1946
 Area Served: Worldwide
 Key People: K.N. Mammen Mappillai
 Revenue: 22,683 Crore INR
 No. of Employees: 16,194+

4.
Some facts
 In 1989 MRF collaborated with Hasbro International USA, the world's largest
toy makers, and launched Funskool India.
 In 1993, K.M. Mammen Mapillai became the first South Indian industrialist to
be awarded the Padmashri
 In 1993 MRF ventured into F3 cars for the very first time
 Turnover of 1 Billion US dollars in 2007
 Turnover of 2 Billion US dollars in 2011
 1st Indian tyre company chosen for Sukhoi 30 MIKI FighterJet tyre in 2013

5.
Manufacturing Locations
 Kottayam Plant in Kerala
 Puducherry Plant
 Goa Plant
 Trichi Radial Plant in Tiruchirappalli, Tamil Nadu
 Trichi Bias Plant in Tiruchirappalli, Tamil Nadu
 Arakonam Plant in Tamil Nadu
 Tiruvottiyur Plant in Chennai, Tamil Nadu
 Medak Plant in Telangana
 Ankenpally Plant in Telangana
 Dahej Plant (Under Construction) in Gujarat

6.
Raw Material
 Natural rubber, poly butadiene rubber (PBR), styrene butadiene rubber (SBR)
and nylon tyre cord fabric are the main raw materials.

7.
Products
 Tyres
 Conveyor belt
 Sports Equipment
 Pretreading
 Toys
 Industrial Paints & Coats

8.
4P’s of MRF Marketing
Product
 The product strategy and mix in MRF marketing strategy can be explained as
follows:
MRF is one of the leading tyre manufacturers in India. Following is the product
strategy in the marketing mix offered by MRF:
• MRF Tyres – for two wheelers, 3 wheelers, four wheelers (passenger vehicles and
transport as well)
• Sports equipment – MRF produces cricket bats, pads, gloves, etc. MRF also has
racing sports gear
• Conveyer belt – the conveyer belt it produced itself called Muscleflex
• Paints and coats – MRF produces industrial, automotive and decorative paints as well
 MRF was the first company to ever export tyres to USA. It also made the tyres for
Maruti 800 the iconic family car in India. MRF also ventured into three wheeler
tyres and Go-kart and rally tyres in the year 2004.

9.
Price
 MRF faces heavy competition in the tyres segment from Bridgestone, JK Tyres,
Apollo Tyres, CEAT, etc. MRF therefore follows a competitive pricing strategy
in its marketing mix.
 It sells on the promise of quality and its expertise in the field of tyres. Still
the margins are high as the entire industry follows mark-up pricing.
 Funskool toys are also middle range priced.
 MRF sports gear has a premium appeal and thus has higher prices to its sports
gear as the sportsmen endorsing it are top notch.

10.
Place
 MRF has seven plants located in mostly south India. Around 2500 stores and
exports to sixty-five countries.
 MRF distributes to factories, agents, regional centres, dealers, etc.
 Tyres are mostly sold to dealers and agents.
 Direct sales to customers is less relevant as tyres are a part of an automobile
so mostly the automobile company/ store/ service centre deals in procuring
these tyres.
 MRF sports gear is available in many sports store

11.
Promotion
 MRF has always focused on an aggressive promotional strategy in its
marketing mix.
 MRF tyres has sponsored cricket bats for many legendary players like Sachin
Tendulkar, Steve Waugh and Brian Lara. MRF is endorsed by more leading
cricketers like Virat Kohli, AB de Villers and Shikar Dhawan.
 Other than celebrity endorsements, MRF also sponsored the anchored balloons
in IPL 2010 and also in World Cup. MRF has a Pace Foundation which a training
centre for pacers. Many bowlers that were trained in MRF Pace Foundation
went on to reprent the country in the national team, some of them are Irfan
Pathan, Zaheer Khan, Munaf Patel, etc.
 MRF Motor Challenge is a racing competition. MRF uses media like TV, print,
online, billboards etc for its advertising and marketing. Hence, this completes
the MRF marketing mix.