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1. Sector Profile
2. Industry Profile
3. Company Profile
4. Marketing Mix
• Product Mix
• Price Mix
• Place Mix
• Promotion Mix
5. Comparison with competitor
6. Recommendations
Sector Profile
 Secondary Sector (Manufacturing and Industry)
• Manufacturing and Industry sector known as secondary sector, sometimes as
production sector, includes all branches of human activities that transform raw
materials into products or goods. The secondary sector includes secondary
processing of raw materials, food manufacturing, textile manufacturing and
• Manufacturing and Industry sector known as the secondary sector, sometimes
as the production sector, includes all branches of human activities that
transform raw materials into products or goods. The secondary sector includes
secondary processing of raw materials, food manufacturing, textile
manufacturing and industry. Most of this sector is mechanical engineering.

Other sectors of economy:

1. Raw materials (primary sector)
2. Service sector (tertiary sector)
• The secondary sector is often divided into heavy industry and light industry (see
mechanical engineering). Each business, organization or professional group,
chamber or guild may also have their own classification.
• The secondary sector forms a substantial part of GDP, it creates values (goods)
and it is the engine of economic growth and is crucial for all developed
economies, although the trend, in most developed countries, is the predominant
tertiary sector.

Basic list of Manufacturing sector or secondary sector is following:

• Automotive
• Electrical industry
• Chemical Industry
• Energy industry (according to some sources it is on the border of the tertiary
• Metallurgical industry
• Construction Industry
• Food Industry
• Glass industry
• Textile and clothing industry
• Consumer goods industry (all consumables)
Sector Profile
 Secondary Sector (Manufacturing and Industry)
Each country has a different ratio of different industries, according to local
conditions and industrial traditions. For a more detailed breakdown of the
secondary sector into individual branches and into individual economic activities,
there are used different classifications of human activities.

Related terms and methods:

• Economies of Scale
• Factors of Production
• GDP (Gross Domestic Product)
• Market Sectors
• Mechanical engineering
• Production Process
• Product Portfolio
• Products

Related industry / sector:

• Aerospace industry
• Automotive Industry
• Biotechnology
• Food and drink industry
• Chemical industry
• Iron and Steel Industry
• Robotics industry
Sector Profile

Manufacturing has emerged as one of the high growth sectors in India. Prime Minister of
India, Mr Narendra Modi, had launched the ‘Make in India’ program to place India on the
world map as a manufacturing hub and give global recognition to the Indian economy.
India is expected to become the fifth largest manufacturing country in the world by the end
of year 2020*.

Market Size:
The Gross Value Added (GVA) at basic current prices from the manufacturing sector in
India grew at a CAGR of 4.34 per cent during FY12 and FY18 as per the second advance
estimates of annual national income published by the Government of India. During April-
September 2018, GVA from manufacturing at current prices grew 14.8 per cent year-on-
year to Rs 138.99 trillion (US$ 198.05 billion). Under the Make in India initiative, the
Government of India aims to increase the share of the manufacturing sector to the gross
domestic product (GDP) to 25 per cent by 2022, from 16 per cent, and to create 100
million new jobs by 2022. Business conditions in the Indian manufacturing sector continue
to remain positive.
Sector Profile
• With the help of Make in India drive, India is on the path of becoming the hub for
hi-tech manufacturing as global giants such as GE, Siemens, HTC, Toshiba,
and Boeing have either set up or are in process of setting up manufacturing
plants in India, attracted by India's market of more than a billion consumers and
increasing purchasing power.
• As of December 2018, premium smartphone maker OnePlus is anticipating that
India will become its largest Research and Development (R&D) base within the
next three years.
• As of August 2018, IISC’s Society of Innovation and Development (SID) and
WIPRO 3D are collaborating to produce India’s first industrial scale 3D printing
• For its Commercial Vehicles, Ashok Leyland is utilising machine learning
algorithms and its newly created telematics unit to improve the performance of
the vehicle, driver and so on.

Government Initiatives:
• The Government of India has taken several initiatives to promote a healthy
environment for the growth of manufacturing sector in the country. Some of the
notable initiatives and developments are:
• The Government of India has launched a phased manufacturing programme
(PMP) aimed at adding more smartphone components under the Make in India
initiative thereby giving a push to the domestic manufacturing of mobile
• The Government of India is in talks with stakeholders to further ease foreign
direct investment (FDI) in defence under the automatic route to 51 per cent from
the current 49 per cent, in order to give a boost to the Make in India initiative
and to generate employment.
• The Ministry of Defence, Government of India, approved the “Strategic
Partnership” model which will enable private companies to tie up with foreign
players for manufacturing submarines, fighter jets, helicopters and armoured
• The Union Cabinet has approved the Modified Special Incentive Package
Scheme (M-SIPS) in which, proposals will be accepted till December 2018 or up
to an incentive commitment limit of Rs 10,000 crore (US$ 1.5 billion).
Sector Profile
Road Ahead:
India is an attractive hub for foreign investments in the manufacturing sector.
Several mobile phone, luxury and automobile brands, among others, have set up
or are looking to establish their manufacturing bases in the country.
The manufacturing sector of India has the potential to reach US$ 1 trillion by 2025
and India is expected to rank amongst the top three growth economies and
manufacturing destination of the world by the year 2020. The implementation of
the Goods and Services Tax (GST) will make India a common market with a GDP
of US$ 2.5 trillion along with a population of 1.32 billion people, which will be a big
draw for investors.
With impetus on developing industrial corridors and smart cities, the government
aims to ensure holistic development of the nation. The corridors would further
assist in integrating, monitoring and developing a conducive environment for the
industrial development and will promote advance practices in manufacturing.
Industry Profile
1. Introduction to Tyre Industry in India
 Tyre Industry Overview:
The Indian Tyre Industry originated in 1926 when Dunlop Rubber Limited set up the first
tyre company in West Bengal followed by MRF in 1946. Tyre Industry is predominantly
ruled by organized sector while the unorganized sector consists of bicycle tyres. Indian
tyres are made such that they are compatible for kutcha village roads as well as new
pakka roads. Also they are meant and expected to perform in hot, cold as well as wet
climatic conditions.
Tyre Industry is raw-material intensive. Raw materials cost is 63% of industry turnover and
72% of production cost. Obviously, the foremost among the raw materials is rubber of
which 80% is natural rubber and 20% is synthetic rubber. Thus, tyre and rubber market
are totally inseparable. Tyre Industry is not very price sensitive. The tyres produced are
almost homogeneous in functionality, quality and price excepting a few foreign players,
like Bridgestone. Tyres are produced for –
• passenger cars
• buses and light, medium, and heavy duty trucks
• cycles/motorcycles and other two-wheelers
• go-karts
• racing cars
• industrial rolling stock
• off-the-road and all-terrain vehicles
• aircrafts
• graders/earthmovers/loaders
• mining/logging equipment
• high performance or speed-rated tyres for passenger cars, and
• Agricultural and forestry equipment.

Key Figures
No. of Tyre Companies: 39

No. of Tyre Plants: 60

Industry Turnover 2014-15 (est.): Rs. 50000 crore (US$ 8.5 Bn)

Exports 2014-15 (est.): Rs. 10500 crore (US $ 1.7 Bn)

Industry Profile
 Tyre Industry Performance:
Indian tyre industry is an essential part of the auto segment and its fortunes are reliant on
those of the auto segment. With the progressing lull of the auto segment, the tyre industry
saw only moderate development in the current financial year.

 Tyre Industry Classification:

Tyre Industry is classified as:
1. Unorganized Sector
2. Organized Sector
• Unorganized Sector is small and consists mainly of bicycle tyres while organized sector
covers all other major tyre types.
• The organized sector players supply the tread material to the unorganized sector
players, who in turn re-tread the tyres.
• On a volume basis, there are 3 major classifications of the tyre industry:
1. Two-wheeler tyres
2. Passenger Car tyres
3. Truck and Bus (T&B) tyres

 Tyre Manufacturing Process:

Tyre manufacturing process consists of several steps/processes that are explained below:
Mixing, Milling, Extruding, Calendaring, Bead Making, Cementing and Marking, Cooling
and Culture, Tyre Building, Lubricating, Curing, Tyre Finishing

 Tyre Industry and its impact on GDP:

• There’s a direct correlation between the size of a country’s gross domestic product, or
GDP, and its automotive industry and automotive industry directly impacts the tyre and
rubber industry. GDP accounts for the consumption, investments, net exports, and
government spending during a given time period.
• The Indian auto industry is one of the largest in the world with an annual production of
23.37 million vehicles in FY 2014-15, following a growth of 8.68 per cent over the last
• The automobile industry accounts for 7.1 per cent of the country’s gross domestic
product (GDP).
Industry Profile
 Tyre Production & Export in India

Production Exports
Yr. 2013-14 Yr. 2014-15 Yr. 2013-14 Yr. 2014-15

Truck & Bus Tyre 164.74 171.12 2426579 2202653

LCV Tyre 93.45 102.02 1648362 1529358

Passenger Car (Incl. Jeep)

316.66 357.43 2208832 2654207

Total Tyre Production 1288.78 1461.5 9003607 8680641

Company Profile
• Madras Rubber Factory, popularly known as MRF, is a major tyre
manufacturing company located in India. MRF is mainly involved in
making vehicle tyres. It is India's largest tyre manufacturing
• The company was established in the year 1946. The company
name is an acronym for Madras Rubber Factory. MRF Ltd was
started by a young pioneer called K.M.MAMMEN MAPILLAI as
small toy balloon manufacturing unit in a small shed at
Thiruvattiyur in Chennai.
• Since then over this long 67 years it has emerged as the largest
tyre manufacturer in India. It is also the world’s 12th largest tyre
manufacturing company. It is one of the largest rubber companies
both worldwide and in Indian private sector.
• MRF holds more than 20% of the market share. It is the only tyre
company to straddle the continent with giant manufacturing
facilities at Chennai, Arkonam, Kottayam, Goa, Medak,
Pondicherry, and Tiruchirappalli.
• It has a distribution network of more than 2500 outlets in the
country, overseas offices in United Arab Emirates, Bangladesh and
Vietnam and export tyres in over 75 countries globally. MRF LTD.
enjoys of manufacturing the largest range of tyres in India and it
has the highest brand preference for superior quality, appearance
and wear ability.
• It manufactures the largest range of tyres in the country and is the
market leader with the largest market share in almost every
segment of the tyre industry.
• MRF Ltd. is the 1st Indian company to export tyres to the U.S., the
very birth place of the tyre technology. It is also the 1st company in
India to manufacture and market Nylon tyres and passenger tyres
commercially. In 2011, the company’s turnover crossed INR 100
billion mark.
Company Profile
The MRF story is a truly remarkable one. What started as a rubber balloon factory with a
funding of Rs.14, 000 way back in the 40’s is now a multibillion legacy that produces
quality tyres used all around India & internationally along with a presence in paints &
coats, toys, motorsports and cricket training.

MRF’s origin traces back to the humble shack in Madras that housed its first makeshift
toy balloon manufacturing unit set up by KM Mammen Mappillai in 1946. It was not until
1952 when it changed course and turned to tread rubber manufacturing. Thus began its
glorious reign as the undisputed leader in the tyre making industry.

By the early 60’s, MRF was exporting its quality tyres to offices overseas in multiple
countries and soon its presence was known globally in 65 different countries - with tyres
rolling out of 8 facilities built across 450 acres, 4000 plus strong dealer networks and 180
different offices.

MRF is recognized for its drive towards continuous quality improvement and customer
satisfaction. It has won the JD Power award not once but 12 times till date. It has also
won the TNS and CAPEXIL awards for being voted as the most trusted tyre company in

MRF shares a passion for quality tyres and fast cars just as it does for quality cricket and
fast bowlers. It has chosen to associate itself with some of the world’s best fast bowlers
through ‘Pace Foundation’ - An academy that has trained legends such as Irfan Pathan,
Munaf Patel, RP Singh, Bret Lee, Shoaib Akhtar, Glenn McGrath and many more.

MRF’s passion for motorsports is seen through its involvement in racing, karting, rallying
and various other motorsport events. Its rallying team has won the prestigious FIA Asia
Pacific Rally Championship twice and even in international championships, MRF karting
tyres homologated by FIA, is the preferred choice.
Company Profile
The Muscle Man

• The corporate ethos is perfectly represented by the brand symbol The MRF Muscle
man bodying strength, reliability and durability; the very qualities of the tyres it
• The mere mention of the world “MRF” is bound to bring the muscleman to the mind of
Indians. The muscleman has evolved in 1964 soon after MRF began exporting tyres.
Over the past 33 years it has evolved from a mere corporate mascot to a symbol of
strength, reliability and durability. Now the muscleman grew to become India’s most
trusted and well recognized symbol for tyres.
• In the 1960’s the Indian tyre market was completely controlled by the large
multinational companies. Around this time MRF opened tyre factory at Thiruvattiyur in
Tamil Nadu. With that came a task of recognizing an appropriate corporate brand
• In this process of developing suggestions for the symbol, some enterprising employees
conducted an informal market survey by interviewing people from all over the country
about their expectations from a god tyre. One day a truck driver at a road side dhabha
(tea stall) somewhere in Western India hit upon the rigid idea when he said “a good
tyre should have all the qualities of a pehelwan(strongman). And by this simple
statement, the muscle man was born.

Presence of MRF:
• Sales network
• Manufacturing unit
Company Profile
• Organizational Goal :
• The organizational goal of MRF Ltd. is “to maintain global standards through
continuous improvement in the quality of product and services in order to maintain
market leadership.”
• The main strategy of the company in today’s competitive world is “cut cost and win the
battle.” As the number of accidents in similar factories is comparatively more, the
emphasis of the company is “accident free safe production.”
• MRF Ltd achieves the objectives by taking the following actions;
• Product/process improvement by performance monitoring and prompt service to the
• Upgradation of all the machinery to meet the increasing needs of customer.
• Continuous training is given to all employees in order to acquire necessary skills and
knowledge and improve the quality of work life

• Mission & Vision :

• MRF is a leader in the Indian tyre industry and a significant global player providing
customer delight and enhancing shareholder value. MRF has well defined quality
environmental safety and health training and human resource policies. The vision of
MRF is “to realize their policies and implement the contents letter and spirit.”
• It is the vision of MRF to emerge as prominent global player in the field of polymers
(plastic and rubber) and make India a global super power in terms of technology and
quality of life.
• It is the mission of MRF to realize zero defects, zero break-downs, zero accidents, zero
pollution and thereby to have zero losses.

• Values :
• Customer: We will be responsive to the needs of our customers.
• Learning: We will continuously improve our service innovatively & expeditiously.
• People: We will trust and respect our employees.
• Community & Partners: We will be transparent and sensitive in our dealings with all
stake holders.
Company Profile
• Policies of MRF
 Quality Policy :
1. The main quality objective of the company is “to maintain market leadership through
continuous quality performance”

 Safety Policy :
1. Safety and health of the employees shall be the first priority of the company. It is the
responsibility of each and every individual in the organization, regardless of the position
he occupies, to ensure that everyone in the factory returns home without any injury.
2. The company offers “accident free safe production” not only in letter but also in spirit, for
the benefit of one and all through this policy.

 Environmental Policy :
1. The environment Policy of MRF Ltd. is “to manufacture the company’s products in an
environmentally friendly and safe manner.”
2. This is to maintain products in an environmentally friendly and safe manner. To achieve
this goal, all the MRF plants, together with corporate office shall:
3. Minimize the impact of our manufacturing activities on the environment especially the air,
water, and soil.
4. Comply with all applicable regulatory requirements
5. Develop environmental performance evaluation procedures for continuous monitoring
6. Optimizes the consumption of resources (water, energy and raw materials) by minimizing
wastage, recovering and recycling where ever possible.
7. Up gradation of the machinery and pollution control equipment when required
8. Train all our employees to perform their activities in an environmentally responsible land
safe manner
9. At the plant level, the respective Senior General Managers/ General Managers are
assigned the responsibility of carrying out the environmental system by collaborating
with corporate functions..

 Training Policy :
1. The training policy of MRF LTD. is “to provide and develop knowledge, skills and
behaviour of the company’s employees to continuously improve their performance.”
2. MRF plants along the corporate office join hands to accomplish the following:
3. Competency evaluations conducted each year identify and document the training needs
of the employees.
4. Design and publish the training calendar and schedule.
5. Monitor and evaluate training process and out come to asses and to decide the next
training cycle requirement.
6. Collaboration of the activities along with the activities of human resource department
Company Profile
• Brand Ambassadors ;
• Former brand ambassadors
• Indian batting maestro Sachin Tendulkar, cricketing legends Bryan Lara & Steve
• Current brand ambassadors
• The young Indian batting stars Gautam Gambhir, Rohit Sharma & Ashrafull

• Product Range :
• Automotive tyres are the main products of the company.
• Truck tyres-tube type and tubeless type
• Light truck tyres
• Special tyres for defence
• Tyre for industrial applications
• Agricultural tractor and tiller tyres
• Off the road tyres-solid tyres and earth mover tyres
• Passenger tyre-bias ply and radial
• 2/3 wheeler tyres
• Specialized tyre for motor rallies

• Non Tyre Products:

• Automotive tubes
• Toys
• Flaps
• Conventional tread rubbers
• Pre-cured tread rubber
• Vulcanizing solution
• Tyre repair materials
• Conveyor belts
• MRF Wood coat
• MRF metal coat
• MRF glass coat
• MRF velour
• MRF auto coat
Marketing Mix of MRF
1. Product:
MRF is one of the leading tyre manufacturers in India. Following is the product
strategy in the marketing mix offered by MRF:
• MRF Tyres – for two wheelers, 3 wheelers, four wheelers (passenger
vehicles and transport as well)
• Sports equipment – MRF produces cricket bats, pads, gloves, etc. MRF
also has racing sports gear
• Conveyer belt – the conveyer belt it produced itself called Muscle flex
• Paints and coats – MRF produces industrial, automotive and decorative
paints as well
 MRF was the first company to ever export tyres to USA. It also made the tyres
for Maruti 800 the iconic family car in India. MRF also ventured into three
wheeler tyres and Go-kart and rally tyres in the year 2004.

2. Price:
• MRF faces heavy competition in the tyres segment from Bridgestone, JK Tyres,
Apollo Tyres, CEAT, etc. MRF therefore follows a competitive pricing strategy in
its marketing mix.
• It sells on the promise of quality and its expertise in the field of tyres. Still the
margins are high as the entire industry follows mark-up pricing. Funskool toys
are also middle range priced.
• MRF sports gear has a premium appeal and thus has higher prices to its sports
gear as the sportsmen endorsing it are top notch.
Marketing Mix of MRF
3. Place:
• MRF has seven plants located in mostly south India. Around 2500 stores and
exports to sixty-five countries. MRF distributes to factories, agents, regional
centres, dealers, etc.
• Tyres are mostly sold to dealers and agents. Direct sales to customers is less
relevant as tyres are a part of an automobile so mostly the automobile
company/ store/ service centre deals in procuring 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.

4. Promotion:
• MRF has always focused on an aggressive promotional strategy in its
marketing mix. MRF tyres has sponsored cricket bats for many legendary
players like Sachin Tendulkar, Steve Waugh and Brian Lara. MRF is endorsed
by more leading cricketers like Virat Kohli, AB de Villers and Shikar Dhawan.
• Other than celebrity endorsements, MRF also sponsored the anchored balloons
in IPL 2010 and also in World Cup. MRF has a Pace Foundation which a
training centre for pacers. Many bowlers that were trained in MRF Pace
Foundation went on to represent the country in the national team, some of them
are Irfan Pathan, Zaheer Khan, Munaf Patel, etc.
• MRF Motor Challenge is a racing competition. MRF uses media like TV, print,
online, billboards etc for its advertising and marketing. Hence, this completes
the MRF marketing mix.
The SWOT analysis of MRF
 Strength:
The strengths of any brand account for the positive aspects that make the brand
what it is today. MRF being a strong company has utilized their strength to
achieve the position that they are in today. So, let us see the strengths which are
carried by MRF:
1. Reaching milestone of Rs 5,000 crores
2. Building a strong network
3. A large number of manufacturing units.
4. Possessing a powerful exporting market
5. Having a strong portfolio:
6. Brand value: Making varieties of tyres:
7. Financial condition:
8. The diversity of the company
9. Reaching out with strong advertisements.

 These mentioned above were the reasons why MRF has grown so strong and
tall in terms of tyre making companies in India, banking on the points of their

 Weaknesses:
Weaknesses of a brand counter for the downsides and the hurdles that a brand
face along the way. Here are some of the weaknesses which are possessed by
MRF, despite their very good strengths.
1. Lack of volatility
2. Being in a very strong competition

 These said above were the weaknesses which are possessed by MRF, despite
having such good strengths.
The SWOT analysis of MRF
 Opportunities:
Opportunities are the places where the company has a scope for improvement which
further works for their image in the future.
1. Going through a fast growth
2. Maintaining good relations
3. Having a lot of diversity

 Threats:
Threats are something that can harm the company’s reputation or market value.
Unfortunately, even after being one of the best in tyre companies, there are some threats
which are involved with MRF. These threats are:
1. An on-going strike
2. Constantly increasing the price of Raw Materials
3. Availability of cheaper goods
 Companies in Rubber & Tyre Sector:
Some of the major companies in tyre & Rubber industry which has its operations
in India are listed below:

Net Sales
Company Name Last Price Change % Change
(Rs. cr)

MRF 39,497.70 257.25 0.66 13,197.58

Apollo Tyres 153.50 1.40 0.92 8,937.82
JK Tyre & Ind 112.10 0.05 0.04 6,125.23
Ceat 1,046.75 -10.55 -1.00 5,591.66
Balkrishna Ind 650.70 0.40 0.06 3,779.91
TVS Srichakra 2,800.00 1.05 0.04 1,895.99
Goodyear 573.00 4.00 0.70 1,579.15
Govind Rubber 22.05 -0.55 -2.43 338.71
PTL Enterprises 82.00 -1.80 -2.15 40.00
Krypton 16.50 0.31 1.91 36.33
Modi Rubber 55.95 2.65 4.97 5.23
Tirupati Tyres 42.50 0.10 0.24 0.68

• Delivery time should be reduced to customers.

• Promotional schemes to be launched to attract
new customers.
• Better after sales service be provided by company.
• Provide credit to the transport owners
• To provide cash discount in order to competite
with its competitors


MRF TYRES is one of the best tyre manufacturing

companies in India. It requires
improvement for relationship with its potential
customer. So it can further increase its market share
through customer relationship program and brand
awareness strategy. Competitive analysis should be
done on both aspects such as internal and external
environment. It helps to know position of a company
and strategies adopted by competitors.
Market survey and one to one interaction

Chaddha tyres

• Ashu Chaddha
• 78 years old
and JK,
• 12cr annual

• All ranges and categories of tyre

• Prefer MRF because:
1. More number of factories
2. Supply and demand is good
3. Dealership is good
4. Accounts transparency
5. Trust on the company
6. No investment required
7. After sales service is better than
other tyre companies
Market survey and one to one interaction
H.M. Corporation

• Sarabjit Singh
• 75 years old
Birla and local
• 2.5cr annually

• Tractor tyres demand have decreased

• MRF because:
1. Supply is good
2. Dealer to company transparency
3. Discounts
4. After sales service is first class
Market survey and one to one interaction
M.S. Traders
• Harnoor Singh
• 35 years old
• Sell 800 tyres
• Michelin,

• JK gives discount
• CEAT is well known
• Bridgestone is expensive
• Michelin is also expensive but great
• CEAT & JK after sales service is
• Have to convince buyers to buy other
brands too.
Market survey and one to one interaction

S.K. Tyres

• Surinder Singh
• MRF dealer
• 3 months since
he opened

• Why MRF?
1. Good demand and supply
2. Supply from MRF warehouse at
Pathankot chowk

• Truck tyre shortage during summers

• Profit Rs100 margin
• Truck Rs200 margin
• Once sales reach 25lakh+ there will
be benefits
1. https://www.tech4planet.com/sector-analysis-

2. https://www.linkedin.com/pulse/5-reasons-

3. https://www.ibef.org/industry/manufacturing-

4. https://www.mrftyres.com/