Marketing Strategies Of MRF


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Marketing Mix - 4 P's and 5 C's Of MRF
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Marketing Strategies Of MRF

  1. 1. -Rahul Kantak
  2. 2. Company Profile Type of business- Public ltd Nature of business – Manufacture, export and import. Products- Tyres, conveyor belts and paints. Establishment- 1949 in Chennai by K.M.Mammen Mappillai. Headquarters- Chennai
  3. 3. MARKETING MIXAnalysis of the 4P’s:PRODUCT: The basic definition of a product is anything that canbe offered to a market to satisfy a want or need. MRF differentiates itself from the competition, on its two pillars of High Quality and Endurance.
  4. 4. Place: 7 plants located in various places in South India. 2,500 outlets in India and exports to over 65 countries worldwide. Its distribution channels include: Factories Divisional And Regional Distribution Centers Carrying And Forwarding Agents Dealers
  5. 5. Price  MRF has been a leader in the Passenger Car tyre segment.  By virtue of their market share, they have traditionally been price makers.  The rest of the tyre industry has followed the pricing cues set by these leaders.  Markup pricing is the common pricing method followed across the tyre industry.
  6. 6. Promotion Excellent brand recognition in all categories of vehicles in the tyre market. Sports celebrities and event endorsements- a major vehicle for promoting their brand.
  7. 7. 5 Cs OF MRF Customer Company Competitors Collaborators Context
  8. 8. Customer Target customers Car owners OEMs Rural Market
  9. 9. COMPANY Undisputed market leader and market share of 24% MRF has created a formidable product line, length and breadth to serve every segment of the industry MRF offers tyres for the following vehicle segment: Passenger cars, Two-wheelers, Heavy commercial vehicles, Light commercial vehicles, Of the road vehicles and Farm vehicles MRF does its brand promotion through sports celebrities and event endorsements Exports to over 65 countries worldwide that accounts to 12%
  10. 10. COMPETITORS Basis of competition High performance tyres and durability Comfort tyres Price Grip Cornering and braking Competitors CEAT J.K tyres Bridgestone Goodyear Apollo tyres
  11. 11. COLLABORATORS Tie-ups with Maruti Mahindra and Mahindra Tata Motors General Motors Collaborative incentives Assured supply Assured quality Just in Time supplies
  12. 12. CONTEXTEconomic environment Unresolved tax issues Increasing costs of raw materials Import restrictionsTECHNOLOGICAL environment Indigenous development of r radial technology Market entry by international players
  13. 13. SEGMENTATION, TARGETING AND POSITIONING IN TYRE INDUSTRY Basis for segmentation Selecting the target market Differentiation and positioning strategy
  14. 14. Points of Parity Quality Safety Durability Grip Cornering and braking Ride comfort
  15. 15. Points of Difference High endurance tyres High performance tyres
  16. 16. MARKETING STRATEGIES MRF: Masters at Pull strategy Publicity campaigns and ATL promotional methods. Pioneered the practice of heavy advertising and promotion in the tyre industry
  18. 18. Strengths Weakness  Innovation  Loyal customers  Low R&D  Market share leadership  Strong financial position  Rising Rubber Price  Supply chain  Reputation management Opportunites Threats Acquisitions  Competition Emerging markets and  Cheaper technology expansion abroad.  External changes Product and services (government, politics. expansion. Taxes, etc)  Price wars.