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MARKETING PROGRAM MRF

MRF focuses on competitive pricing and high quality to succeed in the tires market. It has seven plants in South India and exports to over 65 countries. MRF promotes its brand aggressively through sports sponsorships of cricketers like Sachin Tendulkar, Virat Kohli, and AB de Villiers. It also sponsors the MRF Pace Foundation and MRF Motor Challenge racing event. MRF campaigns promote features like ride comfort and the ability to "tread anywhere" using adventurous imagery and celebrities to communicate the brand's proposition.

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129 views3 pages

MARKETING PROGRAM MRF

MRF focuses on competitive pricing and high quality to succeed in the tires market. It has seven plants in South India and exports to over 65 countries. MRF promotes its brand aggressively through sports sponsorships of cricketers like Sachin Tendulkar, Virat Kohli, and AB de Villiers. It also sponsors the MRF Pace Foundation and MRF Motor Challenge racing event. MRF campaigns promote features like ride comfort and the ability to "tread anywhere" using adventurous imagery and celebrities to communicate the brand's proposition.

Uploaded by

nelson varghese
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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MRF Marketing strategy and Interesting Facts behind its Success.

Price:
MRF faces heavy competition in the tyres segment and thus, it follows a competitive pricing
strategy in its marketing mix. Business of MRF is done on the promise of high quality and its
perfection in the field of tyres. Prices are affordable to the end customer with high margin.
MRF sports gear has an appeal in the premium segment and thus, has higher prices to its sports
gear as it is endorsing by the sportsmen.
Place:
MRF has seven plants located in south India. It has around 2500 stores and exports to over 65
countries. MRF distributes to factories, agents, regional centres, dealers, etc. The tyres are
mostly sold to dealers and agents. Direct sales to customers are less relevant as tyres are a part
of an automobile. So, mostly the automobile company, store, service centre deals in obtaining
these tyres. MRF sports gear is available in many sports store. MRF does not have any MRF
specific stores, given the brand equity and heavy advertisements; it is easy to sell through
dealership.

Promotion:
MRF has always focused on an extreme and aggressive promotional strategy. MRF tyres have
targeted sports to promote its brand and it has been very successful in doing so. It sponsored
cricket bats for many legendary players like Sachin Tendulkar, Steve Waugh and Brian Lara.
And today, MRF campaigns are done by leading cricketers like Virat Kohli, AB de Villers and
Shikar Dhawan.
Other than celebrity involvement in its campaigns, the anchored balloons in IPL 2010 and also
in World Cup were sponsored by MRF. A training centre for pacers is launched by the MRF
Pace Foundation. Many bowlers that were trained in MRF Pace Foundation went on to
represent the country at a national level.
Some of them are Irfan Pathan, Zaheer Khan, Munaf Patel, etc. The MRF Motor Challenge is
a racing competition specially created for branding and covers all media channels like TV,
print, online, billboards etc. for its advertising and marketing.

MRFCampaigns
MRF has a unique style to campaign its product. Few of them are: –

 ‘Comfort Made More Comfortable’


The campaign promotes MRF ZLX, the latest range of tyres specifically designed for sedans
and hatchbacks. From lateral grooves for improved ride comfort, edge-to-edge comfy stabilizer
liner and wide tread polymer blend for an improved life, this tyre is specially designed to offer
superior grip and optimized cushioned ride.
In this campaign, the brand intends to communicate their proposition of ‘comfort made more
comfortable’. The video involves a complicated game of Jenga in action in a sedan which is
riding on top of MRF ZLX tyres moving over challenging roads through bumps and potholes.
This eventually hits home the message that a journey becomes more enjoyable when the ride
is more comfortable.

2. ‘I Dare to Tread Anywhere.’


The video shows Virat Kohli driving the car will full courage as he has confidence in the MRF
tyres. The campaign aims to raise the adventurous spirit among people who like to explore their
limits and go beyond the challenges. The ad campaign featuring its brand ambassador and
Indian cricket captain, Virat Kohli, was to promote the attributes of SUV brand, MRF
Wanderer in India. MRF Wanderer tyres are designed for those who never settle for the
mundane and venture off the beaten path.
The communication this time took an aggressive twist and a fresh perspective on the core brand
positioning – Tread Anywhere. Lowe Lintas, Chennai has portrayed the true Wanderer spirit
by using Virat’s Samurai tattoo and his passion for adventure in an exceptional creative
manner. The campaign resonates well with those who chase adventure!

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