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b2b Question 1

The document traces the journey of MRF, India's largest tyre manufacturer. It highlights five key B2B marketing decisions made by MRF: venturing into tread rubber manufacturing in 1952, entering tyre manufacturing through a US collaboration in 1960, entering international markets by establishing an export office in Lebanon in 1964, developing the successful heavy-duty truck tyre Superlug-78 in 1978, and becoming the first Indian company to manufacture tyres for fighter jets in 2013.

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52 views2 pages

b2b Question 1

The document traces the journey of MRF, India's largest tyre manufacturer. It highlights five key B2B marketing decisions made by MRF: venturing into tread rubber manufacturing in 1952, entering tyre manufacturing through a US collaboration in 1960, entering international markets by establishing an export office in Lebanon in 1964, developing the successful heavy-duty truck tyre Superlug-78 in 1978, and becoming the first Indian company to manufacture tyres for fighter jets in 2013.

Uploaded by

manu
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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1.

Trace journey of the company specially highlighting five key B2B


marketing decisions it has taken inn its jouney so far.
Ans: MRF also known as Madras Rubber Factory is Indias largest tyre
manufacturer and has its headquarter in Channai. The company
manufactures toys, tubes, conveyer belts, treads and tyres. MRF was
started by K. M. Mammen Mappillai in 1946 as a toy manufacturer in
Channai(formerly known as Madras). From then on the company started
manufacturing a range of products ranging from toys and balloons to latex
gloves. Today MRF have 9 manufacturing facilities with net worth of more
than Rs 67 billion. The five key B2B decisions which it has taken
until now are as follows:

Venturing in Tread Rubber

In 1952, MRF ventured into the manufacture of tread rubber. It was done
byinstalling, the first machine, a rubber mill, at the factory. This step into
tread-rubber manufacturing was later proved to be vital to catapult MRF
into a league that few had imagined possible.

Entering the Tyre Manufacturing Industry:

In order to enter the tyre manufacturing industry, MRF entered in


technical collaboration with Mansfield Tire & Rubber Company based in
USA in 1960. The industry then had no major competition as Dunlop Tyre,
a British manufacturer, and Firestone tyres were the only big players in
the market. MRF faced no major hurdles for this collaboration to get
approved as it was supported by the Indian Government. Though the
company later had other technical collaborations but this laid the
cornerstone for MRF to venture into tyre industry.

Entering the International Market

MRF commissioned the main plant in 1964 in order to add to the


production capacity of the company. This enabled MRF to make progress
in the export of tyres. Keeping this in mind an overseas office at Beirut
(Lebanon) was established to develop the export market. This made MRF
to be amongst India's very first efforts to enter international markets. In
order to be known for their quality they came up with a new logo. This
year was the birth of the now famous MRF Muscleman. Later MRF became
the first Indian company to export tyres to USA the very birthplace of tyre
technology.

Developed Superlug-78 for Heavy-duty Trucks in 1978

MRF developed the MRF Superlug-78 which was a sturdy tyre meant for
heavy-duty trucks. The tyre standards were a significant improvement
over any of the existing products. Superlug-78 was so successful in the
market that it went on to become the country's largest selling truck tyre in
the later years.

Manufacturing for IAF

MRF had been making tyres for Chetak helicopters since 2008. But in
2013, MRF has rolled out Aero Muscle, a tyre for the main wheels of the
Sukhoi-30MKI, becoming the first Indian company to make tyres for fighter
jets. Earlier they were supplied with Russian tyre manufacturers but the
MRF tyres outperformed the original Russian tyres.
Recommendations
1. As MRF has been a supplier to IAF, this in conjunction with
companys rich innovative history can be used as an opportunity for
marketing campaigns and employer branding.
2.

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