B2B Strategy- MRF

Tyres

Presented By:
Shivam Soni
Shaika Khan
Shivam Sharma
Shreya Arora

ORIGIN OF THE COMPANY

The company, MRF ltd. originally
started
as
a
small
manufacturing unit of balloons,
latex cast squeaking toys and
industrial gloves
The company was established in
the year 1949 at Chennai
A
young
entreprenuer,K.M.Mammen
Mappillai, opened a small toy
ballon manufacturing unit at
Tiruvottiyur, Chennai

 It began the manufacturing of tyres in the year 1961

In 1961 the Madras Rubber Factory Pvt. Ltd
company is converted to Public Company
The Company was given permission to export tyres
having Mansfield trademark to all world markets
except U.S.A. and Canada

VISSION & MISSION

VISSION

The vision of MRF is to emerge as preeminent global players in the field of

polymers and make INDIA a global super
power in terms of technology and life.
MISSION

The mission of MRF is that zero defect,

zero break down, zero accidents, zero
pollution, and there by zero losses with
their new performance standards.

PLANT LOCATIONS IN INDIA (HQ)

New No. 114 (Old No.124), Greams Road
Chennai (Madras) - 600006
Tamil Nadu - India
Phone : 28292777
Fax : 28295087
Email : mrfshare@mrfmail.com
Internet : N.A
Our Team Visited: Mrf Tyres
Manufacturer
Address:182, Peera Garhi Chowk, Rohtak Road, Rohtak Road, New
Delhi, Delhi 110088
Phone:011 2525 3939

Products
Tyres

Converyor Belt

Industrial paints
Pretreads

Industrial Paints

KEY COMPETITORS

Major Sales Segment

SWOT ANALYSIS
STRENGTHS

Established brand name(key in

thereplacement market)
Extensive distribution network.
Good R&D initiative
Customer focus
WEAKNESS
Cost and Pricing Pressure
High Capital Intensive
Volatility in industrial relations.

Continued
OPPORTUNITIES
Existing & potential growth of automobile
industry
Governments focus on development of
infrastructure
Potential change in the tyre patterns of
commercial vehicles from bias to radial patterns

THREATS

Volatility of prices of rubber & crude oil

Steep inflow of inferior Chinese tyres
Low liquidity and high interest costs
Price wars.

STP
Segment:
Automobile
industry,
manufacturing industry.
Target group: Heavy duty trucks/buses ,
small cars, luxury cars, SUVs (sport utility
vehicle), Two wheelers.
Positioning: Indias no.1 tyre making
company
with
comprehensive
tyre
portfoilo.
USP
OF
THE
COMPANY:
Product
superiority, innovation and strength.

Core Competencies
Undisputed market leader
-Recall
-Complete Market Coverage
Brand Recognition And Brand Recall
Strong Exports
Dealer Relations

Distribution Channels
MRF has one of the largest tyre distribution
channel in India. It has divided the Indian
subcontinent into 33 regions and has setup a
Regional office in each region.
The basic structure comprises of the following:
-Factory
-Divisional Distribution Centers
-Regional Distribution Centers
-Carrying & Forwarding Agents
-Dealers
-Over 2500 sales outlets all over India

Collaboration/Customers of MRF
tyres
MRF had collaborated with automobile
OEMs(original equipment manufacturing)
who source their tyres from MRF India are:-Maruti
-Mahindra and Mahindra
-Tata Motors
-General Motors
-Yamaha
Funskool, the No.1 toy company in India,
ISAjoint venture between MRF tyres and the
world's largest toy company, USA.

Pricing Strategies
MRF Price Leader
MRF have long been leaders in the
passenger car tyre segment. By the
virtue of their market share, they
have traditionally been price makers.
MRF using the Mark UP Pricing
Method

Advertisiment & Sales Promotion

Publicity campaigns & 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.

AWARDS
MRF voted the "Most
Trusted"Tyres company in India
byTNS 2006 global CSR study.
MRF won the award for
customersatisfaction not once
but 6 times in the last 7 years.

Learning perspective
The main quality objective of the
company is to attain global standards
through the continuous improvement in
the quality of products andservices and
also to maintain market leadership.
The main strategy of this company in
today`s competitive world is to:
cut cost and win the battle

HAVE A SAFE RIDE