Professional Documents
Culture Documents
Introduction
The Bangalore-based MTR Fast Foods Ltd entered the `ready-to-eat' food segment in April 2000. They relied on the German Retort technology for entry into the `ready-to-eat' segment. MTR Ready To Eat dishes are an amazing combination of convenience, taste and variety. MTR RTE range currently comprises of 22 delicious completely authentic Indian curries, gravies & rice.
Marketing Strategy
Already adopted
MTR Foods has been sponsoring magic shows and theatre performances to strengthen its brand presence in Karnataka
Suggested
Demonstration and After establishing itself in the south, MTR is sampling at exhibitions, developing its brand in west and north India. tie-ups with travel agents Although MTR Foods has good brand equity in the to make it a part of their RTE space, estimated to be growing further, it does travel package, not enjoy a clear lead with competitors such as ITCs demonstration &sampling Kitchens of India & Kohinoor. at kitty parties
Why MTR??
Vegetarianism
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.
100% Natural
Technology
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.
20.00
15.00 10.00 5.00 0.00 Series1
Count
35.56%
Student Working Self Employed Occupation Its clear from the above graph that maximum of the respondents know about MTR, Kitchens of India, Kohinoor and Haldirams 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
17.78% 2.22% Print Ads Hoardings Magazines Newspaper 50 - 100 100 - 150 >150 40% 2.22% 2.22% T.V. Retailers
WEAKNESS
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
Quality Policy ISO 22000 and HACCP certified.
ANALYSIS
THREAT
Brands like ITCs 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
Customers for RTE dishes are predominantly 1. Working women 2. Students who generally stay away from home as paying guests
2. According to interest: MTR made a commitment to keep the brand's heritage of authentic Indian vegetarian' intact.
Growing market segment is the global Indians, NRIs 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.
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