PRESENTATION ON

TYRES WITH MUSCLE

PRESENTED BY:
VENKAT
SAROJ
 COMPANY PROFILE

TYPE : PUBLIC .LTD.

NATURE OF BUSINESS : MANUFACTURE,EXPORT,IMPORT
PRODUCTS : CAR TYRES,MOTOR CYCLE TYRES
FONDED : 1946(CHENNAI)
FOUNDER(S) : K. M. Mammen Mappillai
HEADQUARTERS : MADRAS(CHENNAI),INDIA
LEVEL OF EXPAND : INTERNATIONAL (~75 COUNTRIES)
URL : mrf-exports.com
WEBSITE : www.mrftyres.com
• MRF entered tyre manufacturing in 1962
through a technical collaboration with
Mansfield, USA. Over the years, the company
has established its own R&D center and
currently functions independently
 BRAND ELEMENTS OF MRF
INITIAL CHOICES FOR THE BRAND ELEMENTS:
Step 1: Selecting Brand elements (or) Identities:

Elements

Brand
URLs Logos Symbols Characters Slogans
name
Conti………
BRAND ELEMENTS CHIOCE CRITERIA:
BRAND BUILDING DEFENSIVE
•Memorable • Adaptable
•Easily Recognized • Flexible &
•Easily Recalled • Updateable
•Meaningful • Protectable
•Credible & Suggestive • Legally
•Rich Visual & Verbal • Competitively
• Transferrable
•Imagery
• Within & Across Product
•Appealing
• Categories
•Fun & Interesting
• Across Geographical
•Aesthetics
• Boundaries & Cultures
 Cont………..
Step 2: Creating Associations
• Product and service activities & supporting marketing
programs.

• Other associations indirectly transferred to the brand

by linking it to some other entity
(endorsers to build the brand image).
STAGES OF BRAND DEVELOPMENT&BRAND
BUILDING BlOCKS
 STAGES OF BRAND BUILDING
According to the CBBE model all the steps involves certain objectives with
customers-both existing &potential.

RELATIONSHIPS RESONANCE

RESPONSE FEELINGS

IMAGERY
MEANING

IDENTITY
 BRAND BUILDING BLOCKS

RESONANCE

JUDGEMENTS FEELINGS

PERFOMANCE IMAGERY

SAILENCE

CUSTOMER BASED BRAND EQUITY BUILDING BLOCKS

STRATAGIES OF “MRF”
Promotion strategy:

• When it comes to top of mind brand recall ,

MRF beats rest of the competition hands
down. MRF has for long concentrated on
aggressive brand promotion. Sports celebrities
and event endorsements have been a major
vehicle for their brand promotion activities.
Complete market coverage:

• Over the years MRF has created a great

product line, length, breadth to serve every
segment. Its complete market coverage is the
reason why it is undisputed market leader
today.
PULL Marketing Strategy:
• Strong Dealer Relationship.
• In a pull strategy the manufacturer uses
advertising, promotion and other forms of
communication to induce the consumers to
demand the product from the dealers.
• MRF exclusively concentrates on Brand
awareness exercises, such as advertisements
and endorsements.
Differentiation and Positioning Strategies:

• Being a homogeneous product, there is not

much difference in products offered by
competing tyre manufacturer.
• However companies do try to differentiate
themselves in some points of Parity such as
Quality, safety, tread design, economy etc.
Pricing Strategies:

• By the virtue of their market share, they have

traditionally been price makers.
• MRF using the Mark UP Pricing Method.
• The input costs mainly decides the price of
tyres.
• Mark up pricing is the common pricing
method followed across the tyre industry. This
involves adding a standard markup to the
tyre’s production cost.
THANK YOU