Products

Conveyor belts

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Products
Pretreads

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Products
Industrial Paints and Coatings

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Plant locations in india

Tiruvottiyur, Chennai Kottayam, Kerala Usgao, Goa Arakkonam, Tamil Nadu Medak, Andhra Pradesh Pondicherry

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INDUSTRIAL MARKETING
Industrial marketing consists of all activities involved in the marketing of products and services to organizations that use product and services ,in the production of consumer or industrial goods and services ,and to facilitate the operations of their enterprises. Eg: MRF markets its tyres to various automobile giants like Maruti, Tata Motors, Honda,etc.

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Industrial Demand
The demand for industrial products and services does not exist by itself. It is derived from the ultimate demand for consumer goods and services . Therefore Industrial demand is also called Derived demand. Eg. Net sales of MRF tyres was Rs 3274.37 crores in the year 2008-09

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Customers

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FIVE FORCES MODEL

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KEY COMPETITORS

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RAW MATERIALS

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 Number of Suppliers Low Availability/ acceptability of raw material substitutes Low

Switching costs High

Threat of forward integration High

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BARGAINING POWER OF BUYERS

OEMs In Replacement Market Switching Cost Threats of Backward Integration High Moderate Low Low

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THREAT OF POTENTIAL ENTRANTS

LOW, due to HIGH ENTRY BARRIERS Highly capital intensive industry Rs4bn for radial tyre plant with a capacity of 1.5mn tyres Rs1.5-2bn for a crossply tyre plant of a capacity to manufacture 1.5mn tyres High raw material costs

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Buyer-Seller Relationship
The most important part of buyer-seller relationship is the interection between a buyer and sales representative.On the basis of it there are two factors are: 1. The content of information includes product features,prices ,services,as well as individual needs of buyer and seller. 2. The style of interaction includes mannerisms and the format used by buyer and a seller in their communication.

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Various types of transactions based on style and content

Compatible Style Compatible content Incompatible Style

Ideal Transaction

Inefficient Transactions

Incompatible content

Inefficient Transactions

No Transactions

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Product Life Cycle

TUBELE SS CROSS PLY RADIAL

FLATLES S

Major Sales Segments

Demand Categories

Pricing new product

Skimming strategy .
Selling a product at a high price, sacrificing high sales to gain a high profit, therefore skimming the market. Usually employed to reimburse the cost of investment of the original research into the product.

Penetration strategy
The price is deliberately set at low level to gain customer's interest and establishing a foot-hold in the market.
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Distribution Channels
MRF has one of the largest tyre distribution channel in India. It has divided the indian subcontinent into 33 regions and has setup a Regional office in each region. The basic structure comprises of the following: Factory Divisional Distribution Centers Regional Distribution Centers Carrying & Forwarding Agents Dealers Over 2500 sales outlets all over India
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ADVERTISING
Various ads in Televisions Billboards Sponsors to various racing events Sport accessories

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