History & Marketing Strategies of MRF Brand


Business Identify: – MRF
Founder:-   K. M. Mammen Mappillai


How It All Started 

M. Mammen Mappillai began The Madras Rubber Factory as a smaller device for toy balloons, latex solid squeaking toys and industrial gloves with an financial commitment of Rs. 14000 in 1946 at Tiruvottiyur, Chennai. It is now a multibillion firm that generates high-quality tyres made use of all all over India and on an intercontinental degree.

The enterprise has maintained its no.one position in the tyre business and was the initially to arrive at an annual turnover of Rs. 5000 crores in the Indian items export market as the enterprise exporting tyres and conveyor belts to more than sixty five nations. The Madras Rubber Factory enjoys a robust model existence and retention of customers by its solid world-wide existence.

Thanks to an emerging industry and the alongside expansion of car sector, the accomplishment ladder was easy to climb for MRF. With important focus offered to tie-ups with automobile firms, it is predominantly into B2B market place.


The Madras Rubber Factory restricted was incorporated as a personal organization in November 1960 and ventured into production of tyres in partnership with Mansfield Tire & Rubber Organization dependent in Ohio, United States. The corporation went community on 1 April 1961 and an business office was founded in Beirut, Lebanon to build the export industry in 1964 and its present symbol of the muscleman was made at similar time. It grew to become the first Indian organization to export tyres to Usa in 1967.

In 1973, MRF began manufacturing nylon tyres for the initial time. It entered into complex know-how collaboration with B. F Goodrich in 1978. The Mansfield Tire & Rubber Co. sold out its share in 1979 and the identify of the business was changed to MRF Ltd in the year. In get to manufacture pre-cured tread rubber for re-treading marketplace, the company finalized a technical merger settlement with Marangoni TRS SPA, Italy.

 In 1989, the business collaborated with Hasbro International United States (the world’s biggest toy maker) and launched Funskool India. They also entered into an alliance with Vapocure of Australia to manufacture polyurethane paint formulations and with Italian tyre manufacturer Pirelli for conveyor and elevator belt manufacture. 

Through the yr 2004-05, the product or service array of the firm expanded with Go-kart and rally tyres and tyres for two/3 wheelers.

MRF Advertising and marketing system and Interesting Info powering its Results.

Price tag:

MRF faces heavy competition in the tyres phase and therefore, it follows a aggressive pricing strategy in its marketing blend. Small business of MRF is finished on the guarantee of high high quality and its perfection in the discipline of tyres. Prices are economical to the close consumer with substantial margin. MRF sports activities equipment has an charm in the top quality phase and as a result, has greater charges to its sports gear as it is endorsing by the sportsmen.


MRF has seven plants found in south India. It has close to 2500 shops and exports to around 65 countries. MRF distributes to factories, agents, regional centres, sellers, and so on. The tyres are mainly offered to sellers and agents. Immediate profits to prospects are much less applicable as tyres are a section of an car. So, typically the car company, store, service centre deals in getting these tyres. MRF sports equipment is offered in numerous sporting activities retail outlet. MRF does not have any MRF unique retailers, specified the brand equity and major ads it is uncomplicated to offer by means of dealership.



MRF has often centered on an extreme and aggressive advertising technique. MRF tyres have specific athletics to market its manufacturer and it has been incredibly effective in carrying out so. It sponsored cricket bats for several famous gamers like Sachin Tendulkar, Steve Waugh and Brian Lara. And nowadays, MRF campaigns are done by main cricketers like Virat Kohli, AB de Villers and Shikar Dhawan.

Other than superstar involvement in its campaigns, the anchored balloons in IPL 2010 and also in Globe Cup have been sponsored by MRF. A instruction centre for pacers is introduced by the MRF Speed Foundation. Quite a few bowlers that were being qualified in MRF Pace Basis went on to stand for the country at a national level.

Some of them are Irfan Pathan, Zaheer Khan, Munaf Patel, etcetera. The MRF Motor Challenge is a racing level of competition specially established for branding and addresses all media channels like Tv, print, online, billboards etc. for its promotion and marketing. 



MRF has a exclusive design and style to marketing campaign its item. Few of them are: –


  • Ease and comfort Built Much more Comfortable’

The marketing campaign promotes MRF ZLX, the most recent variety of tyres especially developed for sedans and hatchbacks. From lateral grooves for enhanced ride consolation, edge-to-edge comfortable stabilizer liner and vast tread polymer mix for an improved everyday living, this tyre is specifically intended to supply top-quality grip and optimized cushioned experience.

In this marketing campaign, the manufacturer intends to connect their proposition of ‘comfort made far more comfortable’. The movie will involve a sophisticated match of Jenga in motion in a sedan which is using on best of MRF ZLX tyres relocating over challenging roadways by means of bumps and potholes. This at some point hits dwelling the concept that a journey becomes far more enjoyable when the journey is far more comfy.


  1. ‘I Dare to Tread Wherever.’

The movie shows Virat Kohli driving the vehicle will entire bravery as he has self-assurance in the MRF tyres. The campaign aims to increase the adventurous spirit between people who like to examine their boundaries and go further than the problems. The advertisement marketing campaign that includes its brand ambassador and Indian cricket captain, Virat Kohli, was to advertise the characteristics of SUV brand name, MRF Wanderer in India. MRF Wanderer tyres are intended for individuals who under no circumstances settle for the mundane and enterprise off the overwhelmed route.

The interaction this time took an intense twist and a new viewpoint on the main brand name positioning – Tread Any place. Lowe Lintas, Chennai has portrayed the genuine Wanderer spirit by using Virat’s Samurai tattoo and his enthusiasm for experience in an outstanding resourceful method. The marketing campaign resonates nicely with those who chase journey!



The primary aim of the company is to “attain world-wide benchmarks through steady advancement in the high-quality, products and services and to sustain leadership in the market”. MRF is acknowledged for its push toward ongoing good quality enhancement and buyer gratification. MRF was crowned with the JD Electric power award not the moment but twelve situations till day and has been voted as the most trusted tyre business in India. 

The submit Historical past & Internet marketing Procedures of MRF Brand name appeared 1st on Imaginative Web site on Indian manufacturers, Internet marketing and Promoting.


Please enter your comment!
Please enter your name here