MADRAS RUBBER FACTORY
MRF Limited is an India-based company engaged in manufacturing, distribution and sale of tyres for various kinds of vehicles. The company is primarily engaged in the manufacture of rubber products, such as tyres, tubes, flaps, tread rubber and conveyor belt. It exports to more than 65 countries. MRF is the sister concern of the leading Malayalam daily Malayalam Manorama. .
Public (BSE: 500290)
K.M. M. Mammen (Chairman & MD)
Tyres, Toys, Sports Goods, Conveyor, Paints & Coats
13,054 crore (US$2.2 billion) (2012)
572 crore (US$97 million) (2012)
Type of bu
Analysis of the 4p’s
The basic definition of product is anything that can be offered to the market to satisfy a want or a need.
MRF differentiate itself from the competition, on its two pillars of high quality and endurance
7 plants located in various places in south India
2,500 outlets in India and exports to over countries in India . It distribution channels include:
Division and regional distribution centres
Carrying and Forwarding Agents
MRF has been dealer in the passenger car type segment
By virtue their market share, they have a traditionally been price makers The rest of tyre industry has followed by the pricing cues set by these leaders
Excellent brand recognition in all categories of vehicles in the tyre market.
Sports celebrities and event endorsement –a major vehicle for promoting their brand
SEGMENTATION, TARGETING AND POSITIONING IN TYRE INDUSTRY
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