From the roads of India comes a lot of challenges for tyre to prove their “grip” over the automobile industry. And there is no denying the fact that with a versatile market as ours, there are always brands vying to outperform your product. So what made this brand popular in this fast paced technological advancement of an industry, let’s peek:
MRF (Madras Rubber Factory) is India’s No.1 Tyre manufacturing company. It was started in the year 1946 by K M Mammen Mappillai as a small toy balloon unit.
In November 1960 they ventured into manufacturing of Tyres.
The company entered into a technical collaboration with Tire & Rubber company, USA.
MRF produces Tyres, Conveyor belts, Pre threads, industrial paints & Coatings etc.
MRF is the only tyre company in India which makes a complete range of tyres – TBR, TBB,Motorcycle, PCR, LTR etc.
It has one of the largest distribution channels in India. They divided the Indian subcontinent into 33 regions and have setup a Regional office in each region.
Their Basic distribution structure/channels include.
2) Divisional Distribution centers
3) Regional distribution centers
4) Carrying & Forwarding agents
They have over 2500 sales outlets all over India.
MRF does their brand promotion through sports celebrities and event endorsements.
Most importantly, MRF does not depend on multi-brand tyre outlets to retail their tyres. They have their own MRF exclusive stores.
Heavy advertising and promotional strategies are being used by them through various ads on televisions, newspapers, billboards, sponsorship of various racing events etc.
MRF also uses industrial marketing to market their tyres to automobile giants like Maruti, Tata motors, Honda etc.
MRF has carefully nurtured and grown its brand. Its association with cricket icons like Brian Lara, Sachin Tendulkar, and Steve Waugh through branding of their bats with MRF logo made them a known commodity among the Indian youth.