Presented by Ekta Bawa Naina Deo Rupsikha Borah Rushad Nasim Md. Faiz Ahmed Subhodeep Ray Chaudhury‘Ready-to-eat market growing fast’

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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 deliciouscompletely authentic Indian curries, gravies & rice.

Marketing Strategy

Already adopted

Introduction

• After establishing itself in the south, MTR isdeveloping its brand in west and north India.• Although MTR Foods has good brand equity in theRTE space, estimated to be growing further, it doesnot enjoy a clear lead with competitors such as ITC’sKitchens of India & Kohinoor.

MTR Foods has beensponsoring magic showsand theatre performancesto strengthen its brand presence in Karnataka

Demonstration andsampling at exhibitions,tie-ups with travel agentsto make it a part of theirtravel package, demonstration &sampling at kitty parties

Suggested

VegetarianismVegetarianism

UnparalleledUnparalleledTaste & FlavourTaste & Flavour

UncompromisingUncompromising Food QualityFood Quality

100% Natural100% Natural

TechnologyTechnology

WhyMTR?? Immerse the unopened foil pouch in boiling water for about

5 minutes. Remove, cut open and serve hot.

Transfer the content of the foil pouch into the microwave safebowl, microwave on high for 1-2 minutes and serve hot. 0R

All MTR products are 100% Vegetarian.

MTR ready to eat dishes are 100% natural. Have no preservatives and use only the finest, most authentic ingredients.

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 theirmouthwatering, “home-cooked” taste.

MTR Foods Ltd is ISO 22000 and HACCP certified. They adhere to the most stringent quality standards, from sourcing ingredients to processing and packing.

17.78%35.56%

2.22%

40%

Its clear from the above graph that maximumof 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 tobuy RTE

What is the source from where you get the information about RTE food products

When do you buy Ready To Eat food ?

Student

Co

un

t

OccupationWorking

Avoid cooking

Get together at home

Self Employed

Any time

Flying abroad

Market Research- Few interesting findings Click Here

SWOT ANALYSIS OF MTR Ready to eatSTRENGTHSTRENGTH

OPPORTUNITYOPPORTUNITY

WEAKNESSWEAKNESS

THREATTHREAT

• Strong brand recognition.• A delight for vegetarians.• 100% natural ingredients, no preservatives.• Provide “Just Cooked” freshness.• Effective price.• Known for their “Home Cooked” taste. SWOT

ANALYSIS

SWOT

ANALYSIS

• Weak distribution network.• Weak promotion.• No guidelines from company about shelf space.

• Quality Policy – ISO 22000 and HACCP certified.

• Use of latest technology to preserve quality and freshness of food from the Defense Food Research Laboratory for their Ready to eat products.

• Brands like ITC’s “Kitchens Of India” pose to be major threat.• Less margin provided to retailers.• Vegetarianism: All MTR products are 100% vegetarian.

• The reduced time cost and nutritional content associated with these foods is specifically blamed for obesity.

Descriptive Behavioural

Geographic

Location Demographic 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 ofNorth Indian foods such as chana masala, dal fry, rajma masala etc

Demographic- based upon age, gender etc.

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

Customers for RTE dishes are predominantly 1. Working women 2. Students who generally stay away from home as paying guests

3. According to opinion:

2. According to interest:

Demand fromIndian travelers, esp. the Vegetarians travellingabroad is a vital market segment.

• Segment market as per meal timings– ‘Dinner’

• Growing market segment is the global Indians,NRI’s and many foreigners with whom Indiancuisine has become very popular.

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 isgoing to be increased need for such convenience foods.

MTR is working on positioning itself as a pan-India player

MTR is positioned based on the Purity platform- ‘THE PROMISE OF PURITY’

• 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.

So reposition MTR as something thatis ‘versatile and has a trusted set of solutions.’

Eat healthy Cook wisely!

“Ready-to-eat”