MRF

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The tyre major must focus more on its image-building exercise to extend its already acquired lead over peers

MRF’s mascot ‘Muscle Man’ (born in 1964) is still scoring high for this brand, much like its celebrated ambassador Sachin Tendulkar. However, this brand’s image is not solely built on its exceptional marketing strategies, but also on its world-class product portfolio and high customer satisfaction. The tyre major acquired the number one rank for the fifth time in J D Power Asia Pacific Customer Satisfaction Index (Indian tyre industry) released on May 3, 2007. Says Mohit Arora, Sr. Director, J D Power Asia Pacific: “MRF’s industry-leading performance is driven by particularly high ratings from customers in all five factors, the brand posts year over-year improvements in all factors, and their customers note particularly high advocacy and loyalty intentions.” Moreover, the company has caught on to the rising racing and rallying inferno in the country, adding more value to the MRF brand. Moreover the company is instrumental in changing the way tyres are being sold in the country, by initiating the tyre saloon concept (MRF Tyre & Service) – all tyre services by trained professionals under one roof, helping MRF to further boost customer loyalty. However, competition from other tyre biggies in the sector – Ceat, Apollo, Goodyear – has been taking a toll, but with 25% market share, MRF continues to be a leader in the sector.

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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