MRF: Rollin’ On Strong with its Promising Marketing Strategy

   
•     Team Digitofy
   
•     January 7, 2024

MRF Limited, one of India’s largest tire manufacturers, has come a long way since it started rolling out tires in its humble Madras (now Chennai) workshop in 1946. Backed by quality products, visionary leadership, major investments in R&D, and shrewd marketing strategies, MRF is now the market leader in India and a competitive player internationally. How has this homegrown brand inflated itself into an industry maverick while keeping its wheels firmly on the ground? Let’s do the math!

About MRF 

As one of India’s original tire manufacturers since 1946, MRF has been driving the nation’s automotive market for over seven remarkable decades. Headquartered in Chennai, MRF has four state-of-the-art production plants that collectively manufacture over 1 million tires per day – the highest in India.

Their product range caters to the entire gamut of vehicles, from bicycles, scooters, and motorcycles to heavy commercial trucks and buses. They even provide specialized Formula One racing tires, establishing their technical expertise across segments.

From the rural economy segment to premium niche applications, MRF leads market share in every product category they operate within India. Their nationwide distribution network ensures tires are readily available to carry millions of vehicles traversing roads across the country daily.

Backed by continuous R&D, strategic partnerships, and proactive capacity expansion, MRF looks all set to carry India’s transportation needs on its sturdy shoulders for the next 70 years as well!

What’s New with MRF? 

MRF has its R&D engine throttled up to shift gears and accelerate growth in high performance and premium niche segments such as passenger vehicle radials and specialty two/three wheeler tires.

Strategic technical collaborations with leading international tire majors have augmented MRF’s research and manufacturing capabilities. Recently, the company earmarked over Rs.100 crore to expand its R&D infrastructure and advanced tire testing equipment.

Ongoing investments in new materials and designs have resulted in product innovations like tubeless radials, self-sealing tires, while improving quality benchmarks. Supplying tires to Formula One racing teams like Force India underscores MRF’s technical finesse in designing high-speed performance tires.

This drive towards research excellence and quality enhancement across segments reinforces MRF’s pole position as the R&D leader steering India’s tire industry into the future.

Buyer Personas 

MRF targets B2B customers like vehicle manufacturers as well as retail customers across economic strata. 

Key persona groups are:

• Raj, 32 – A mid-level salaried car owner looking for durable and affordable tires for his hatchback.
• Pramod, 45 – Runs a fleet of intercity cargo trucks. Looks for sturdy tires with advanced technology for higher mileage.
• Amit, 38 – Passionate biker excited about performance tires for racing his Bullet on weekends.

The Mix that Drives MRF’s Magic

Gearing up with the right marketing mix has put MRF miles ahead in brand equity and customer loyalty.

Innovative Tires that Go the Extra Mile

With cutting-edge R&D and tech partnerships, MRF has built expertise across segments to manufacture tires for SUVs, LCVs, trucks, buses, and earth movers, as well as niche performance tires. Their recent focus has been on adding innovative features like Silica technology, Tubeless radials, Self-sealing tires, etc., to stay ahead of trends.

Competitive Value to Suit Every Budget

MRF targets economy, mid, and premium range customers with products priced competitively compared to brands like CEAT and JK. Specialty tires for upmarket vehicles and imported models are understandably priced on the higher side. They dole out attractive discounts during festival seasons to accelerate sales.

Accessibility Through Omnichannel Networks

MRF reaches Tier 1 and 2 cities through exclusive branded showrooms providing personalized service and experience. Multi-brand dealers provide them access to smaller towns and rural areas. Export to 75+ countries is achieved through an extensive global distribution network and cross-border e-commerce platforms.

Making Noise, the Smart Way

• Heavy advertising investments during major cricket tournaments to gain visibility. Sponsoring events like IPL helped them leverage celebrity endorsements (Sachin Tendulkar)
• Tactical below-the-line tactics like in-shop branding of multi-brand outlets and mechanic engagement programs
• Increased digital marketing spends on SEO, and social media campaigning during F1 races to engage younger audiences

Competitor Analysis 

MRF burns rubber on Indian roads along with leading brands like:

1. CEAT: Markets economy segment tires aggressively with lower pricing
2. JK Tire – Diversified conglomerate focused on Truck/Bus radials
3. Bridgestone – Japanese tire major known for quality and high performance
4. Michelan – Global leader in premium segment niche applications

MRF’s Marketing Strategies

Tread Separates Boys from Men!

Core to MRF’s marketing is promoting tire durability and ruggedness to handle tough Indian roads. Branding and ads project masculine imagery – built ‘for men who mean business.’ Strategies target male customer psyche:

• Sports sponsorships (cricket, racing) engage masculine audiences
• Product development for trucks/buses aligns with commercial vehicle space
• Brand ambassador Sachin Tendulkar epitomized power and performance
• Catchline ‘Tread separates boys from men’ plays up masculinity

This consistent imagery as dependable and sturdy has become synonymous with the MRF brand.

Unconventional Brand Ambassador

Sachin Tendulkar was at the peak of his prowess when MRF sponsored him. For 13 years, his bat prominently displayed the MRF logo as he demolished bowlers.

As Sachin scored centuries, the visual of him raising his bat with ‘MRF’ on it became etched in public memory. This strategic sponsorship made MRF a household name, albeit as a cricket bat maker!

But the brand push lasted over a decade. When MRF did tire-specific advertising, people could easily connect the dots to the logo they had seen Sachin flaunt after every batting milestone.

The unorthodox celebrity branding helped MRF gain visibility across India. Sachin’s formidable on-field reputation was implicitly transferred to the brand, associating qualities like resilience, power, and high performance.

This shrewd branding strategy leveraged Sachin’s star power to drive MRF’s market leadership for years.

Racing to Glory 

Associating with motorsports built perceptions of MRF as a powerful performance tire brand. Rally drives across India by star drivers garnered excitement and engagement. Formula One sponsorships also accelerate their premium brand appeal amongst younger consumers.

Are MRF’s marketing moves clever or crazy? Maybe a bit of both – but they sure know how to keep ahead of the curve!