This document provides a summary of MRF Tyres' final presentation. It discusses that MRF Tyres originated from a small rubber balloon factory in 1946 and is now India's largest tyre manufacturer. It has a strong brand and loyal customer base, though it also faces challenges from competition and raw material price volatility. The presentation covers MRF's product portfolio, target markets, distribution channels, and marketing strategies like sponsoring cricket teams and the "Ride the Thrill" digital campaign.

1. FINAL PRESENTATION ON MRF TYRES
BY:- SANGITA BORDOLOI
DM16A44

2. SECTOR AUTO COMPONENTS
COMPANY
TYREPRODUCT
MRF (MADRAS RUBBER
FACTORY LTD)

3. • The auto-components industry accounts for
almost seven per cent of India’s Gross Domestic
Product (GDP).
• The Indian Auto Component industry is
expected to grow by 8-10 per cent in FY 2017-
18.
• Revenues have risen from USD26.5 billion in
FY08 to USD39 billion in FY16 at a CAGR of 4.95
per cent during FY08-16.
• The market size for auto component sector
increased by 8.8 per cent reaching to USD39
billion in FY16 from USD38.5 billion in FY15
with a CAGR of 4.95%.

4. SOURCE:-WWW.IBEF.ORG

5. • What started as a rubber balloon factory with a funding
of Rs.14, 000 way back in the 40’s is now a multibillion
legacy that produces quality tyres used all around India
& internationally
• MRF’s origin traces back to the humble shack in Madras
that housed its first makeshift toy balloon manufacturing
unit set up by KM Mammen Mappillai in 1946
• Globally across 65 different countries - with tyres rolling
out of 6 interdependent facilities built across 450 acres,
3000 strong dealer networks and 180 different offices.
SOURCE:-WWW.MRF.COM

6. 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
.
It enjoys strong brand equity and loyalty of customers.
Volatility in industrial relations. Ex: the labour unrest
Intense competition due to presence of other global
brands
Price wars Stiff competition from national and international
brands
Volatility in prices and availability of raw material as India’s
rubber production is less than its demand.
Emerging markets and growth of automobile industry
More tie-ups with Automobile companies as it’s mainly
into B2B market.
Horizontal and concentric Diversification.
STRENGHTS WEAKNESSESS
OPPORTUNITIES THREATS

7. PRODUCT SERVICES

8. SEGMENTATION Automobile industry, manufacturing industry
TARGETING Heavy duty trucks/buses, small cars, luxury cars, SUVs and conveyor belts for
manufacturing facilities.
POSITIONING India’s no.1 tyre making company with comprehensive tyre portfolio

9. PRODUCT PRICE
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
.
It 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 PROMOTION
• 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.
• MRF tyres has sponsored cricket bats for many
legendary players like Sachin Tendulkar, Steve
Waugh,Brian Lara,Virat Kohli, AB de Villers and Shikar
Dhawan.
• 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,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.

11. DISTRIBUTION CHANNELS
MRF has one of the largest tyre distribution centre in
india.It has divided the indian sub-continent into 33
regions and has set up a regional office in each region.
The basic structure comprises of the following:-
• Factory
• Divisional Distribution centres
• Regional Distribution centres
• Carrying and Forwarding Agents
• Dealers
• Over 2500 sales outlets in all over india

12. 'Ride the Thrill'
Digital campaign by MRF Tyres, who is a Global
Partner of ICC events, made its debut this WT20.
The concept of this campaign was to bring
together the Indian Bikers who are the lovers of
T20 cricket creating the thrill on the 'Ride the
Thrill' app.
The videos, mostly starring Virat Kohli, made a
huge way on the social media platforms.
OUTCOME:-
REACH- 5+MILLION
IMPRESSIONS- 17+MILLION
DOWNLOADS- 500+K
AVERAGE DAILY ACTIVE USERS- <12K