MARKETING MANAGEMENT

PROF:- JESSICA MANEZES

BRAND NAME:- MRF(MADRAS RUBBER FACTORY)
LOGO:-

HASEEB KHATRI
ROLL NO-A34
1. SEGMENTATION:-
 Geographic segmentation:-
Country- It covers the entire country.

 Demographic segmentation:-
Income-Even people from middle class can afford
MRF tyres.

 Psychographic segmentation:-
Attitude-People who have brand attitude will be a part
of it in a long run.

 Behavioral segmentation:-
Personality addict-People who are personality addict
will use the same brand.

2. TARGETING:-
Full market coverage- Today MRF is spread in the entire
country and has targeted the full market.

3. POSITIONING:-
 Frame of references-Tyre.
 Nature of competition- Apollo Tyres, Ceat.
 Identify target market- For everyone having four
wheeler.
 Consumer behavior- Quality, Brand name, Rate.
  Point of parity- Price, Long lasting products.
 Point of differentiation- Identity, Logo.
 Positioning statement- Most comfortable Radial.
 Satisfactory.

4. DIFFERENTIATION:-
 Performance- The performance of MRF is good in
the market.
 Quality- Quality is better as compared to other
brands.
 Rate/ Range- Rates are affordable.
 Service- MRF does provide after sale service.
 Technology- MRF uses updated technology to make
their product.
 Value- MRF has its own value & is liked by users.
 Convenience- It is convenient.
5. PRODUCT LIFE CYCLE OF MRF:-

6. MARKETING MIX:-
I. Product- Quality of MRF is good.
II. Price- Price is affordable.
III. Place- Indirect channel / Outlets available.
IV. Promotion- Word of mouth, social media marketing.
V. People- Whole country.
VI. Process- Delivery of products facility is available.
VII. Physical evidence- Packaging is good.

7. PRICING STRATEGY:-
 Penetration pricing
 Competitor pricing
 Product line pricing
 Cost plus pricing
  Value based pricing

8. PROMOTION STRATEGY:-
 Advertising
 Public relation

9. DIFFERENT TYPES OF PROMOTION:-

 Sponsorships
 Event marketing
 Celebrity endorsement
 Exhibitions

10. BCG MATRIX:-