MTR -RTE Food Hamper
Presented by Ekta Bawa Naina Deo Rupsikha Borah Rushad Nasim Md. Faiz Ahmed Subhodeep Ray Chaudhury ‘Ready-to-eat market growing fast’
Introduction
Marketing Strategy
The Bangalore-based MTR Fast Foods Ltd entered Already adopted the `ready-to-eat' segment April They relied on the food German Retortintechnology for has been MTR Foods 2000. entry into the `ready-to-eat' segment. sponsoring magic shows MTR Ready To Eat dishes are an amazingand theatre performances to strengthen its brand combination of convenience, taste and presence in Karnataka MTRvariety. RTE range currently comprises of 22
delicious completely authentic Indian curries, fter gravies establishing & rice.itself in the south, MTR is
Suggested
Demonstration and sampling at exhibitions, veloping its brand in west and north India. tie-ups with travel agents though MTR Foods has good brand equity in to the make it a part of their E space, estimated to be growing further, it does travel package, enjoy a clear lead with competitors such as demonstration ITC’s &sampling chens of India & Kohinoor. at kitty parties
Why MTR??
Transfer the content of the foil pouch into the microwave safe bowl, microwave on high for 1-2 minutes and serve hot. 0R Immerse the unopened foil pouch in boiling water for about 5 minutes. Remove, cut open and serve hot.
Vegetarianism
All MTR products are 100% Vegetarian.
100% Natural
MTR ready to eat dishes are 100% natural. Have no preservatives and use only the finest, most authentic ingredients.
Technology Unparalleled Taste & Flavour
They have adapted technology from the Defense Food Research Laboratory, Mysore to ensure each dish has that "just-cooked" freshness. All MTR Ready To Eat dishes are known for their mouthwatering, “home-cooked” taste.
MTR Foods Ltd is ISO 22000 and HACCP certified. Uncompromising They adhere to the most stringent quality standards, from Food Quality sourcing ingredients to processing and packing.
Market Research- Few interesting findings When do you buy Ready To Eat food ? Click Here
Count
Flying abroad Get together at home Avoid cooking Any time
Student Working Self Employed Occupation Its clear from the above graph that maximum of the respondents know about MTR, Kitchens of India, Kohinoor and Haldiram’s Minute Khana (these brands have maximum market share.) What price do you prefer paying to buy RTE
What is the source from where you get the information about RTE food products 35.56 %
40%
17.78 % 2.22 %
SWOT ANALYSIS OF MTR Ready to eat STRENGTH WEAKNESS • Strong brand recognition. • A delight for vegetarians. • 100% natural ingredients, no preservatives. • Provide “Just Cooked” freshness. • Effective price. • Known for their “Home Cooked” taste.
• Weak distribution network. • Weak promotion. • No guidelines from company about shelf space. • The reduced time cost and nutritional content associated with these foods is specifically blamed for obesity.
SWOT
OPPORTUNITY
ANALYSIS
• Quality Policy – ISO 22000 and HACCP certified.
THREAT
• Brands like ITC’s “Kitchens Of India” pose to be major threat. • Use of latest technology to preserve • Less margin provided to retailers. quality and freshness of food from the • Vegetarianism: All MTR products are Defense Food Research Laboratory 100% vegetarian. for their Ready to eat products.
Descriptive Geographic Location
Demographic
Behavioural Psychographic
Benefits
Geographic location- based upon where people live South Indian market North Indian market
MTR's ready-to-eat pouches of South Indian foods such as bisibele bhath, pongal, avial etc
MTR's ready-to-eat pouches of North Indian foods such as chana masala, dal fry, rajma masala etc
Demographic- based upon age, gender etc.
Customers for RTE dishes are predominantly 1. Working women 2. Students who generally stay away from home as paying guests
Benefits- based on the different expectations that customers have about what, a product can do for them. ‘Guests at home suddenly or in a very short notice’ MTR Ready to Eat dishes are an amazing combination of convenience, taste and variety
Psychographic/ lifestyles- based on people’s opinions, interests, lifestyles. 1. According to lifestyles: Changing lifestyle of Indians ‘Busy Lifestyle’ With both husband and wife working, there is going to be increased need for such convenience foods. 2. According to interest:
• Growing market segment is the global Indians, NRI’s and many foreigners with whom Indian cuisine has become very popular. • Segment market as per meal timings– ‘Dinner’ 3. According to opinion: Demand from Indian travelers, esp. the Vegetarians travelling abroad is a vital market segment.
MTR is working on positioning itself as a pan-India player
• The Indian woman wants products that enable her and not replace her. • She wants a friend in the kitchen and that is the context in which she uses MTR RTE products. “Ready-to-eat”
Eat healthy Cook wisely! MTR is positioned based on the Purity platform- ‘THE PROMISE OF PURITY’
So reposition MTR as something that is ‘versatile and has a trusted set of solutions.’
