Marketing assignment

Swadeshi brand

Presented by -: bhumika saini (20gb025)

Siddhant mallela (20gb043)
Dhruv Ranga (20gb063)
Ravi Ranjan Singh (20gb029)
riddhima verma (20gb008)
 Kandathil Family
Kandathil Varghese Mappillai
Founder of Malayala Manorama(1888)

K C Mammen Mappillai m. Kunjandamma

Founder of Travancore National Bank(1912)
BA in History from Madras Christian College K.C. Mammen Mappillai (second row) with his
family in Kuppapuram in 1924.

K M Mammen Mappillai
K M Eapen K M Cherian Founder of MRF Ltd.(1946) K M Mathew K M Phillip 4 Others
Graduation from Madras
Christian College
 TNQ Bank
TNB Bank • Fall of the bank had two specific reasons-
Paid up capital QUILON Bank a) Obvious vulnerability of financials of the
grew from Rs. Founded by C.
13,000(1912)
bank
Mathen(1919)
to 3.75 b) Bad relations between Sir C P Iyer(then
Grew from paid up Dewan of Travancore Presidency) and promoters of
lakhs(1922)
capital of
56,000(1919) to the bank
102.57 lakhs (1936) • Both the founders proved guilty at first but then
found innocent and released in 1941 and 1942
respectively.

TNQ
Bank
(1937)

Sir CP Ramaswami Iyer with Directors of Travancore National and

quilon bank which includes C.P. Mathen (MD), K. C. Mammen A file photo of a former Travancore and Quilon Bank building, later
Mappillai, M. O. Thomas Vakkel Modisseril(Director) converted into a hospital.
 Reason for controversy

•The support of Malayala

Manorama for the Abstention
Movement.
•The Movement was backed by
Mahatma Gandhi as well.
The newspaper, silenced for nine years, was born again with an
editorial by the then chief editor K C Mammen Mappillai
•Sir C P was upset because
Malayala Manorama helped to
spread Abstention Movement and
financially backed the agitation.
 • The Bank was forced to wind up its
operations in June 1938
• The Government also closed down
Malayala Manorama and seized its
assets
• The fall of the bank shattered the
economic backbone of Kerala.

Mammen Mappillai’s House 55/28, G.N. Chetty

Road, T. Nagar
The Idea to start a Balloon Factory

• It was Peelukkuttychayan who first

had the idea of starting a balloon
factory.
• He knew a person named Kamath in
Bombay, an expert in the manufacture
of toy balloons.
• Kamath bought the moulds needed for
the factory from Nagpur where there
were numerous balloon factories.
 The Failure of Mysore Rubber Factory

• Started with Rs 15,000 that they required for the balloon

factory from the coffee estates.
• In the beginning they were able to make only 100 gross
balloons (1 gross equals 12 dozen) daily.
• The balloons were very thick, so it was hard to inflate them.
• Mathew discovered a way that if the balloons were inflated
before they were completely dry, they became soft.
Madras Rubber Factory
• After the TNQ Bank crashed, K. M. Mammen Mappillai
decided to enter into entrepreneurship.
• K.C. Mammen Mappillai thought he could help and he
started to study the mixing of balloon chemicals and ordered
the necessary equipment.
• The land K.C. Mammen Mappillai had bought in Tiruvattiyur
on the outskirts of the city of Madras was chosen for K.M
Mammen Mappillai’s factory.
• He made an electric ball mill to make the semi finished
material which was dried and sent to Tiruvattiyur to prepare
balloons.
Struggles in Building the MRF

• Father of Elijah Elias(ooky), a close family

friend financed the Mappillai and provided the
crucial funding necessary to set the company on
its course.
• The family brought in Mr. T. Thomas, who with
his organisational management skill helped
streamline the company.
• He helped to organise it so as to take the
production from 800 to 3000 tyres per day.
Strategies Against competitors

• Indian automobile tyre industry was dominated by

the foreign trio of Dunlop, Firestone and Goodyear.
• Tariff commission enquiry opened the eyes of
Government.
• MRF started making Tread Rubber , became
profitable and grew rapidly by late 1950s.
• Government encouraged Indian companies to enter
tyre industry.
CONFLICT WITH
MANSFIELD TIRE AND
RUBBER

• MRF formed a collaboration with a US

company, Mansfield Tire & Rubber. The
company manufactured automobile and
cycle tyres which were sold under the
name “Mansfield Tyres”.
• Their first factory was inaugurated in
1961 by Pandit Jawaharlal Nehru.
• However, Mansfield’s technology was not
suited for Indian roads
• Also, government issued contracts mainly
to foreign companies.
 IDEA BEHIND THE LOGO “THE MUSCLE MAN”

• MRF hired Alyque Padamsee, an Indian

advertising firm owner to assign the task.
• He realised the expectations from a good tyre can
best be known from a truck driver and started
interviewing them.
• He got the idea from a truck driver at a roadside
dhaba in Western India who mentioned “A good
tyre should have all the qualities of a pehelwan
(strong man)”. Thus, the muscleman was born in
The logo depicts a 51 year old man 1964.
holding an MRF tyre depicting the
strength of the tyre
 Other Business Ventures

• In 1982, MRF came into collaboration with

Marangoni TRS SPA, Italy.
• In 1987 MRF collaborated with Hasbro
International Ltd, USA, the world’s largest
toy makers.

• In 1989 MRF also has an upper hand in surface

coatings technology, collaborating with Vapocure
Ltd. Australia to manufacture polyurethane paint.
• In 1989, MRF collaborated with Pirelli for
MUSCLEFLEX Conveyor & Elevator Belting.
 learnings

• Company based on Trust.

• Perseverance under adverse circumstances.

• They need to invest more in R&D so that we can

rely less on foreign companies and their
technologies.

• Reaching out to local distributors for increasing

the reach and gaining confidence in their
distributors.
Thank you